Global Social Media Trends

Three things to take away• Social media truly global • Enabling a shift in the web towards emerging

Internet markets • Global consumer networks change everything

Research Sources• Global Web Index pilot study.

USA & UK

• Universal McCann. Wave 3 & When Did we Start Trusting Strangers. Global

• Online research. Active users. 16-64.

• Broadband• Start of global reach • Simple & free to access• All about users (no

money!)

Mid 2000s = a global revolution

2008 > Global Tipping point

Comscore: Dec 2008

2006 > 2008. Massive growth

28%

30%

27%

10%

58%

31% 63% 82%

66%

36%

41%

31%

22%

58%

52%

55%

42%

77%

Source: Universal McCann Social Media Tracker

Asia driving growth in blogging

Source: Universal McCann Social Media Tracker

16-54 Active Internet Universe Estimates

Blogging: Asia leads

% Write their own blog

60%+

40% -60%

30%-40%

<30%

Source: Universal McCann Social Media Tracker

Social Networking: Russia leads

Source: Universal McCann Social Media Tracker

Social Networking: everywhere

% joined a social network

70%+

60% -69%

50%-59%

<49%

Source: Universal McCann, Wave 3 2008

“Commented about films online – last 6 months”

Consumer publishing led by Asia

Source: Universal McCann When Did we Start Trusting Strangers

Why do new web markets lead?

• Independent information• Free entertainment• New to the web• Less competition from

traditional media and home technology

Urban environments promote web

Social media is driving usage

• Encouraging user take up

• Driving web usage in emerging markets

• Bypassing traditional technologies

The new social order

• Consumer content drives local language

• Chinese rising to number 1

English not the future

Source: Internet World Stats

• QQ.com• 300m+ users• $500m in revenue• Just 13% of revenue is

advertising• Virtual currency

Not all about US sites

International networks of strangers

Facebook LinkedIn Twitter

In Strangers we trustTrust strongly

When you seek an opinion on a brand you are considering buying. Which of the following people do you trust to provide you the most accurate opinion?

Source: Global Web Index, Pilot survey. UK data. March 2009

• Hudson river crash• Italian / Chinese

earthquakes• Mumbai terrorist attacks

Global news network

• Consumer driven web driving transparency and oversight

Driving democracy

Changing social structures

• We know global people as individuals

• Connected across borders

• Erodes mistrust and nation concept

Global understanding

NEXT

NEXT: Just another screen

• Opera mobile browser traffic up 319% March 08 > 09

• Chile 3200%• Nigeria 4000%

• Online behaviour• Real world behaviour

Our actions will inform the network

1 social profile

• Aggregated identity that works on all sites

• 1 identity

• Social media presence needed everywhere• Engage with global opinion forming audiences• The future is global

Social Media – driving global web

Tom Smith

tom@trendstream.net

Twitter: @tomtrendstream

Trendstream.net

Slideshare.net/tomtrendstream

Thank you!