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The European Social Media and E-mail Monitor ─ A 6 Country Study about the Digital Dialogue between Facebook, Twitter and E-mail
(results for the Netherlands, part 1)
Munich, January 2011 | Authors: Volker Wiewer and Rolf Anweiler
Executive Summary: 5 thesis and facts for the digital dialogue using Facebook, Twitter, E-Mail & Co. in the Netherlands
eCircle 2
Fans and Followers are the new E-mail Subscribers
55% of the population can be reached via social networks, 26% uses them to get information about products and companies,
but only 17% are fans or followers of a company. In addition to winning subscribers for their newsletters, marketers should
also aim to get fans and followers for their digital customer dialog.
2
Social Networks are used to search for product information, not for direct sales
Twitter users are quite open-minded to product communication (47%) and even 29% of Facebook users get information
about products and companies on this platform. The users stay at the platform because of their activity profile consisting of
private communication and little “publication”. This is why only a few change to online-shops for buying directly.
1
E-mail is still the best tool for the digital customer dialog
Nearly one-third of internet users (40%) can be reached via newsletter. Furthermore almost 17% of fans and followers of
company profiles can also be reached via newsletter. This is why companies have to be able to coordinate news via diverse
channels.
3
When Information is shared, a Great Reach can be achieved.
39% of social network users have more than 100 friends or follower. On average every shared message reaches 77 people.
To get in touch with those multipliers, companies need to integrate their brands and products into users “private
communication”.
4
Social Network Users want to be activated by Companies
Fans and followers are characterized by passive behavior and want companies to post latest information, e.g. only 17%
participate in join-in-action of companies.
5
Executive Summary I/II – Results & Theses
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55% of all respondents have at least one social network account. Hyves is the network with the largest multiplier potential – regarding reach and usage intensity. 26% of the social networkers are interested in information about products and companies.
Social networks have a strong viral reach – Hyves being the number one
17% of the social networkers are fans/followers of a company/brand. Almost half (47%) of the fans/followers are a fan/follower because they want to be informed about the
company/brand 26% want to demonstrate their attachment to a brand.
The “Ego-factor” can be a great benefit for strong brands, although compared to other countries the stickiness to the brands is much lower, e.g. in Germany 40% want to demonstrate their attachment to a brand.
Social networkers regard their network as a private area, where they communicate with and get informed about their friends.
That is the reason why advertisement in social networks gets the worst results in nearly every image category compared to company/brand profiles and newsletters. Dialog with costumers works through brand profiles or newsletters – advertisement in social
networks serves at best as an addition and is not used for brand advertising
That’s the Way E-mail and Social Networks are used
Executive Summary II/II – Results & Theses
eCircle 4
96% of the people with an E-mail account check their E-mails at least once a day. 17% of the E-mail recipients check their E-mails via a mobile device every day. Most of the social networkers use their E-mail account for e-Commerce (65%).
E-mail is still the best tool in the digital customer dialog
Only 4% of all newsletter subscribers have used the “Share With Your Network”-feature so far. Twitter users share content more often (10%) than other social networkers.
Despite the fact that the circulation is still low, a shared message has the potential to reach an average of 77.2 friends, once it gets shared with the whole network.
That’s the Way E-mail and Social Networks are used
eCircle 5
Prologue: Background and Method
Chapter 1: The cosmos of communication How are social media and E-mails used?
Chapter 2: Typology of Social Networks Usage structure and motivation
Chapter 3: E-mail marketingHow do consumers read their E-mails today?
Chapter 4: Symbiosis – Social Media and E-mail
Do consumers share their E-mails with others?
Background and Questions
The majority of recently published studies on social media delivers insights about what consumers do in their social
media environment. They don’t provide answers on who these people are and what motivates them to publish and
share information.
This study gives answers on how consumers get in touch with brands via E-mail and social media services like
Facebook or Twitter and in which way marketing managers can benefit from this.
Main Issues:
Which target groups are reached via E-mail and social media? How do the channels work in combination?
What is the typology of social networks and social media users? How can they be addressed by advertisers?
Facebook fanpages or Twitter accounts – why do users become fans or followers of companies?
Viral marketing – pipe dream or reality? How many users share advertising content and what reach can theoretically be achieved by advertisers?
Facebook vs. Twitter - which social media platforms have the largest multiplier effect?
Is communication via E-mail and social media able to activate the consumer?
How and Why do Consumers use Facebook, Twitter, E-mail & Co.
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Method
Population: Adults 14-69 years (internet representative)
Method: Online survey (panel)
Country: The Netherlands
Sample size: N = 501
Concept/Analysis:
Field work:
Field time: 09/02 – 09/06/2010
How and Why do Consumers use Facebook, Twitter, E-mail & Co.
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eCircle 8
Prologue: Background and Method
Chapter 1: The cosmos of communication How are social media and E-mails used?
Chapter 2: Typology of social networks Usage structure and motivation
Chapter 3: E-mail marketingHow do consumers read their E-mails today?
Chapter 4: Symbiosis – Social Media and E-mail
Do consumers share their E-mails with others?
Users of the Different Communication Channels (Share) – The Way Consumers use Facebook, Twitter and Co. today
E-mail + newsletter + social network50% of all respondents can be reached through all communication channels
E-mail + newsletter40% of all respondents can be reached through E-mails and newsletters but not on social networks
E-mail + social network5% of all respondents can be reached through E-mails and on social networks but not through newsletters
social network55% of all respondents
newsletter90% of all respondents
E-mail99% of all respondents
40% of the respondents can be reached through newsletters but not on social networks. 50% of the respondents use all communication channels.
E-mail4% of all respondents can be reached only through E-mail
eCircle 9
40%
50%
Users ofE-mail****
Users ofE-mail + social
network**
Total
N = 501
Users of E-mail +
newsletter***
Users of E-mail +
newsletter + social network*
User Structure I/II – The Mix between Social Media and Newsletter reaches best Older Target Groups
50 46 53 36 51
50 54 47 64 49
Sex
Female
Male
617
4
25
33
6 917
22
33
1423
19
26
13
3123
27
214
48 4532
Age
50+ years
40-49 years
30-39 years
20-29 years
14-19 years
Older target groups can be reached best through newsletters. The majority of social network users, which can´t be reached via newsletter, is younger than 29 years.
in %
in %
N = 250 N = 201
eCircle 10*: can be reached through all communication channels **: can be reached through E-mails and on social networks but not through newsletters***: can be reached through E-mails and newsletters but not on social networks ****: can be reached only through E-mails
N = 24 N = 22
Low number of cases
Low number of cases
Users ofE-mail****
Users ofE-mail + social
network**
TotalUsers of E-mail +
newsletter***
Users of E-mail +
newsletter + social network*
User Structure II/II – Education slightly diversify between channel users
14 13 9 18 13
2442
26
4526
2621
20
14
23
18 413
515
18 21 3118 24
Incomehousehold net No statement
3000 € and more
2000 € to 3000 €
1000 € to 2000 €
under 1000 €
7 13 12 18 1018
38 2945
25
28
21 259
25
4225 26 14 34
0 0
EducationNo statement
Hoger onderwijs voltooid
Hoger secundair ….
Secundair onderwijs of diploma aan een polytechnische secundaire school
Voortgezet onderwijs
Lagere school
Social network users have on average a lower income – household net: 55% earn less than 2000€ per month. Multi channel users are slightly higher educated.
In %
In %
eCircle 11*: can be reached through all communication channels **: can be reached through E-mails and on social networks but not through newsletters***: can be reached through emails and newsletters but not on social networks ****: can be reached only through E-mails
N = 501N = 250 N = 201 N = 22N = 24
Low number of cases
Low number of cases
eCircle 12
Prologue: Background and Method
Chapter 1: The cosmos of communication How are social media and E-mails used?
Chapter 2: Typology of social networks Usage structure and motivation
Chapter 3: E-mail marketingHow do consumers read their E-mails today?
Chapter 4: Symbiosis – Social Media and E-mail
Do consumers share their E-mails with others?
Overview of Social Networks – the Average Dutch User is a Member of 2 Networks and has 77 friends
1 2 3 4 more than 4
30
36
18
106
Number of memberships
av. 2.3 memberships
60
31
7Less often
Several times/once a month
Several times/once a week
Several times/once a day
9 17 17 18 34 5
Less than 10 friends
10-30 friends
30-50 friends
50-100 friends
100-500 friends
More than 500 friends
Base: Users of social networks (N=278)
Base: Users of social networks (N=278)
Base: Users of social networks (N=278)
Frequency of useof the most frequently used social network
Number of friendsof the most frequently used social network
In %
In %
The average social networker is a member of 2 networks. 60% of the social networkers visit their network daily.
av. 77.2 friends
In %
eCircle 13Question: Which social networks do you use / have an account with?Question: How often do you generally use social networks? Question: How many friends do you have on your social networks?
Categorization of Social Networks – Hyves, Facebook and Hi5 have the Highest Multiplier Effect
0 10 20 30 40 50 60 70 80 90 1000
10
20
30
40
50
60
70
80
90
100
Hyves (N= 223)
Facebook (N=175)
Twitter (N=65)
LinkedIn (N=67)
FlickR (N=18)
MySpace (N=30)
Netlog (N=19)
TwitPic (N=12)
Hi5 (N=8)
Orkut (N=2)Av
. nu
mb
er
of
frie
nd
s
eCircle 14Question: How often do you generally use social networks? (7-stage scale, Top3)Question: How many friends do you have on your social networks? (6-stage scale1, avarage over minimum of the respective category)
av.
av.
Frequency of use in %
The social network with the largest number of intensive users („I use at least once a week“) is Hyves – having the highest reach as well.
Av. users of social networks
N = 278
N = 175
N = 65
Hyves
N = 223
Linkedln
N = 67
50 46 53 55 75
50 54 47 45 25Sex
Female
Male
User Structure of Social Networks
7 8 7 14 326 28 25 28 3123 23 19 15 2424 24 27 26 2219 17 21 17 19
Age 50+ years40-49 years30-39 years20-29 years14-19 years
eCircle 15
14 16 17 12 925 26 27 23 19
25 23 23 25 25
17 14 18 18 3319 21 15 22 13
Incomenet household
No statement3000 € +2000 € to 3000 €1000 € to 2000 €under 1000 €
19 22 20 226
27 29 25 25
22
41 34 41 4066
Education No statement
Hoger onderwijs voltooid
Hoger secundair ….
Secundair onderwijs of diploma aan een polytechnische secundaire school
Voortgezet onderwijs
Lagere school
All networks have similar user structures - except for LinkedIn, which has a higher educated community.
In %
Low number of cases
Low number of cases
50 100
83
88
80
86
88
75
67
61
53
43
53
28
47
48
13
51
%50 100
84
75
76
72
65
64
57
47
35
33
31
32
29
27
12
40
0 50 100
79
76
76
69
63
60
53
39
34
28
27
27
26
26
9
38
Question: How often do you use your social network on the following occasions? (4-stage scale)
Activities in the Social Web – Twitter Users are the Megaphone within the Social Media Users
ActivitiesBase: Users of social networks (N=278)
%
Twitter users show an above-average interest in the latest news and they are more willing to share information with others than Facebook users.
Facebook Twitter
%
Base: Users of Facebook (N=175) Base: Users of Twitter (N=65)Social Networks
To search for friends and acquaintances
To check other user profiles
To look at pictures/videos of other users
To send and receive personal messages
To learn the latest news
To update my status
To publish pictures/videos
To write public postings (on the wall etc.)
To exchange opinions (in groups/ forums)
To cultivate business contacts
To post links to other websites
To play integrated games
To inform myself about products/ companies
To search for new business contacts
To find a partner / to date
On other occasions
eCircle 16
= user generates/spreads content on his/her own = user wants to get informed about product/companies
Low number of cases
14-19 years
20-29 years
30-39 years
40-49 years
50+ years
15
30
21
26
9Age
under 1000 €
1000 € to 2000 €
2000 € to 3000 €
3000 € +
13
26
28
19Income
Net household
Lagere school
Voortgezet onderwijs
Secundair onderwijs of diploma aan een polytechnische secundaire school
Hoger secundair onderwijs of beroepsonderwijs zonder hogeschoolstudie
Hoger onderwijs voltooid
0 10 20 30 40 50 60
0
6
13
32
47
Education
Question: Are you a fan/ friend of a company/ brand profile on a social network or a follower of a company/ brand on twitter?
79%
17%
4%
Fan or Follower
No
Don’t know.
Yes
%
Base: Users of social networks (N=278)
Base: Fans or followers (N=47)
The Reach of Company Profiles is overrated – only 17% are Fans and Followers
Only 17% are fans/followers of a brand/company profile.
Most of the fans are highly educated.
eCircle 17
Low number of cases
Fans and Followers: 26 % want to show their Attachment to the Company/Brand
Fan or Follower 79 17 4
It’s a way to find like-minded people.
I’m looking for a job with the company.
I want to co-design products/ services of the company/ want to give feedback.
I want to show, which companies I’m interested in.
somebody recommended it to me.
I’m a customer.
I want to show my attachment to the company/ brand.
I’m interested in discounts and special offers from the company.
It’s fun.
I work for the company.
I want to be informed about news of the company/ brand.
9
13
13
17
19
26
26
26
28
43
47
I’m a fan of a company/brand profile in a social network / follower of a company/brand on twitter, because...
No Yes Don‘t know
Question: Are you a fan/ friend of a company/ brand profile on a social network or a follower of a company/ brand on twitter?Question: What are the reasons for being a fan of a company/ brand profile on a social network or follower of a company/ brand on twitter? Question: What are your expectations regarding company/ brand profiles you are a fan/ friend of? (5-stage scale)
Base: Fans or followers (N=47)
eCircle 18
Social networkers become a fan/follower because they want to be informed about news of the company/brand. Therefore they want companies/brands to post the latest information on products/services on their profiles.
call to actions in the social network.
entertain me, be fun to visit.
give advise if I have questions.
offer additional applications for my profile.
only publish relevant information for me.
offer a platform, so I can chat with other fans or friends.
offer a possibility to find a contact person.
have feedback options, so I can give feedback to products and services.
always post the latest information on products, services or events.
19
19
19
22
22
30
30
30
70
Company/brand profiles should…Base: Fans (N=37)
Base: Users of social networks (N=278)
Low number of cases
Low number of cases
Social Media and E-mail in Interaction – Fans and Followers of Company/Brand Profiles read Newsletters
eCircle 19
91% of the social networkers subscribed to at least one newsletter. Almost all fans/followers can be reached through newsletters.
Base: Users of social networks (N=278)
Users of different communication channels(share on the basis of social network users)
social network
newsletter91% of all users of social networks
fan/follower17% of all users of social networks
91%
17%
100%
96%*
* Base: fans/followers (N=47)
96%* of the fans/followers subscribed to at least one newsletter
eCircle 20
Prologue: Background and Method
Chapter 1: The cosmos of communication How are social media and E-mails used?
Chapter 2: Typology of social networks Usage structure and motivation
Chapter 3: E-mail marketingHow do consumers read their E-mails today?
Chapter 4: Symbiosis – Social Media and E-mail
Do consumers share their E-mails with others?
To send and receive sms / mms
To create photo albums, which I can send to my friends afterwards
To communicate with business partners (as a business person)
To plan and send dates using the calendar feature
To chat
To create and send greeting cards
To receive notifications from social networks
To communicate with authorities and companies (as a private person)
To receive and send data (music, pictures, videos etc.)
For orders and online purchase (amazon, ebay etc.)
To communicate with family, friends and acquaintances
50 100
5
5
14
13
13
6
20
14
18
18
54
11
19
20
21
23
30
33
45
43
45
38
16
23
34
35
36
36
53
59
61
63
92
Now and then Top2
Occasions of E-mail Usage – in addition to Private Communication, E-Commerce is still strongly in Focus
Question: How often do you use your E-mail account(s) on the following occasions? (4-stage scale)
E-mails are mostly used for private communication and online purchase. More than two thirds of the social networkers use their E-mail account to receive notifications from their social
networks.
Base: Total (N=501)
eCircle 21
%
30 41 71
Base: User of social networks (N=278)
18 47 65
Base: User of social networks (N=278)
Mobile E-mail is important – 17% of E-mail Users already check their E-mails Daily using a Mobile/Device
Checking E-mails ─ using a mobile device
Checking emails ─ in general
0 10 20 30 40 50 60 70 80 90 100
17
96
4 1 4
Frequency of checking E-mails
Several times/once a day
Several times/once a week
Several times/once a month
Less often
Never%
Nearly every owner of an E-mail account checks his/her E-mails daily. One quarter of E-mail users checks their E-mails using a mobile device.
eCircle 22
Base: Recipients of E-mails (N=497)
Question: How often do you use your E-mail address(es)? (7-stage scale)Question: And how often do you check your E-mails using a mobile device (e.g. iPhone, Black Berry etc.)? (8-stage scale)
eCircle 23
Prologue: Background and Method
Chapter 1: The cosmos of communication How are social media and E-mails used?
Chapter 2: Typology of social networks Usage structure and motivation
Chapter 3: E-mail marketingHow do consumers read their E-mails today?
Chapter 4: Symbiosis – Social Media and E-mail
Do consumers share their E-mails with others?
4 % of Newsletter Subscribers already used the ”Share With Your Network”-Feature in the past
4%
24%
72%
Usage of SWYN
Yes, I know the feature and I’ve used it.
Yes, I know the feature but I haven’t used it before.
No, I don’t know the feature
Other reason
Don’t know how to use this feature
I only post self made content on my social network profile
Content was not relevant (enough)
I don’t use this feature in principle
40 80
10
4
23
36
43
Reasons not to use
Yes, I know the feature but I haven’t used it before. (N=108)
None
Other
Vouchers
Limited offers
Videos
News
Pictures
40 80
48
6
11
15
23
31
32
Yes, I know the feature. (N=127)
Only one quarter of the newsletter recipients know the SWYN-feature and 4% have already used it. News and pictures is the content that would most likely be shared. The main reason for not using the SWYN-feature is a principle aversion of this feature.
eCircle 24
Base: Recipients of newsletters (N=453)
%
Content shared with SWYN
%
Question: Do you know the ‘share with your network’ feature and have you use it before?Question: Which email content would you share with the ‘share with your network’ feature?Question: What are the reasons you have never used the ‘share with your network’ feature before?
10%39%
52%
Usage of „Share With Your Network“-Feature: Facebook & Twitter Users share Content above Average
4%
24%
72%
Usage of the SWYN-fea-ture
Highest awareness and usage of the “SWYN-feature” is among Twitter users.
eCircle 25
Base: Recipients of newsletters (N=453)
Question: Do you know the “share with your network” feature and have you use it before?
8%
32%
59%
Yes, I know the feature and I’ve used it.
Yes, I know the feature but I haven’t used it before.
No, I don’t know the feature.
Base: Facebook users that receive newsletters (N=158)
Base: Twitter users that receive newletters(N=62)
Facebook TwitterLow number of cases
4%
24%
72%
Usage of the SWYN-fea-ture
Potential behind „Share-With-Your-Network“-Feature in E-mails or Newsletters
eCircle 26
Average number of friends in the most frequently used network= 77.2*
Calculation bases: 4% of the newsletter subscribers used the feature so far. Every subscriber, who is willing to share content, can reach
approx. 77.2 friends.
Question: How many friends do you have on your social networks?Question: Do you know the “share with your network” feature and have you use it before?* Calculation bases: minimum number of friends in one category in the most frequent ly used network
Base: Recipients of newsletters (N=453)
Advertising via Social Network is at best an Addition to Fanpages or E-mail Marketing
Question: And how much do you consider company/ brand profiles on social networks as … ?Question: And how much do you consider advertisements on social networks as… ?Question: And how much do you consider advertisements in newsletters as… ?
0 10 20 30 40 50 60 70 80 90 100
Company/ brand profiles
Advertisements on social networks
Advertisements in newsletters
Interesting
Likeable
Informative
Entertaining
Disturbing
Company/brand profiles get highest evaluation. Advertisement on social networks is described as disturbing by almost 60% of the social networkers.
Base: Recipients of newsletters (N=453)
Base: Users of social networks (N=278)
Base: Users of social networks (N=278)
%
eCircle 27
Stage Entertainment eCircle 28
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