Date post: | 20-Aug-2015 |
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Technology |
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BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Today
• Social Media in 2010 – Where should brands focus?
• What do consumers want from brands
• The opportunity
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
18 markets, 50K+ surveys - Most detailed social media research
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Not always...
0%
10%
20%
30%
40%
50%
60%
70%
80%
UK Netherlands Germany Italy Spain France Russia
Awareness of web services by country
Source: Global Web Index Wave 2
41% Twitter Awareness
55% Facebook Awareness
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
The mass market is different....
0%
10%
20%
30%
40%
50%
60%
70%
80%
UK Netherlands Germany Italy Spain France Russia
Twitter Aware Facebook Aware Twitter Use Facebook Use
Weekly usage of web services by country
Source: Global Web Index Wave 2
6% Twitter Usage
29% Facebook Usage
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Know who is using....
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Regular Twitter user
Source: Global Web Index Wave 2 – European Average
Leading users are
marketing and computer
professionals
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
The Social Web is much bigger
0% 10% 20% 30% 40% 50% 60% 70%
Used a micro-blogging service
Written your own blog
Written a news story / article
Edited/managed own website
Listened / watched a podcast
Uploaded a video online
Left a comment on a story on a website
Used a Chat Room / Forum
Used a consumer review site
Uploaded photos online
Manage your social network profile
Watched a video clip
Have Done in the Last Month
Source: Global Web Index Wave 2 – European Average
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Growth is driven by Social Networks and Video. Behaviour
change moves more slowly than you might think
0% 10% 20% 30% 40% 50% 60% 70%
Used a micro-blogging service
Written your own blog
Written a news story / article
Edited/managed own website
Listened / watched a podcast
Uploaded a video online
Left a comment on a story on a website
Used a Chat Room / Forum
Used a consumer review site
Uploaded photos online
Manage your social network profile
Watched a video clip
Jul-09
Jan-10 change
Source: Global Web Index Wave 2 – European Average
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
The key involvement points for brands differ by market:
France Germany Italy Netherlands Russia Spain UK
Manage your social network profile 32% 29% 38% 38% 50% 39% 46%
Written your own blog 9% 8% 19% 8% 19% 18% 9%
Used a micro-blogging service 4% 4% 12% 3% 13% 7% 6%
Edited/managed own website 9% 14% 19% 13% 23% 15% 11%
Left a comment on a story on a website 23% 23% 24% 26% 32% 37% 24%
Source: Global Web Index Wave 2 – Have done in the last month
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
These contributors shape your brand: reviews and
forums are key
11%
17%
18%
19%
21%
22%
22%
24%
24%
25%
28%
0% 5% 10% 15% 20% 25% 30%
On my blog
On the comments of a news site
In the comments of a blog
In a group on a social network
To a contact on a social network
To a contact on instant messenger
On a price comparison site
On a site dedicated to reviews and recommendations
On a forum or message board
To a contact on email
In reviews on an online retail site
Source: Global Web Index Wave 2 – European Average
Where did you mention products and brands in the last month?
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
This information impacts all web users...
4%7%
11%11%
12%13%
14%15%
18%18%
19%22%
25%26%
27%27%
32%33%
38%41%
42%43%
0% 10% 20% 30% 40% 50%
Take on a different personalityChange other people’s opinions
Meet new peoplePromote something
Organise my lifeExpress myselfShare content
Share my opinionNetworking for work
Play gamesKeep my friends up to date with my life
Find films / TV showsFind music
Fill up spare timeEducation
To get inspired/get ideasEntertainment
Research for workResearch how to do things
Stay in touch with friendsStay up to date on news / events
Research / find products to buy
Source: Global Web Index Wave 2 – European Average
What motivates you to get online?
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
People trust other consumers online more than any
professional contact
0%
10%
20%
30%
40%
50%
60%
70%
80%
Source: Global Web Index Wave 2 – European Average
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Key points
• Social Media is much bigger than Facebook and Twitter
• Forums, reviews and recommendation sites drive purchasing
• Contribution in Europe is very purchasing orientated
• Contributors are shaping your brand. It is essential to engage them directly
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
They want to talk!!
0% 5% 10% 15% 20% 25%
Contacting me with helpful information if I mention the brand
Sponsoring blogs
Becoming your friend in a social network
Creating groups in social networks
Talking to bloggers directly about relevant products and services
Creating blogs that focus on the company and product
Braded videos
Using targeted advertising
Sponsoring music downloads
Listening to the comments that people say online
A page in a social network to ask questions directly to the company
A company/brand community/social network that allows interaction
Source: Global Web Index Wave 2 – European Average
What improves your opinion of the
brand?
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Interacting
with Staff
A page in a
social network
where I can
talk directly
Listening to
what I say
What improves your opinion of the
brand? Top 3
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Technology and fashion brands lead demands for
consumer interaction
0%
5%
10%
15%
20%
25%
30%
35%
Luxury product
Soft drink Airline Packaged food
product
Snack product
Financial product / service
Personal care / beauty brand
Car / Automobile
Fashion brand
Technology product
Create a platform for you to interact with the company or staff directly e.g blog / micro-blog
Source: Global Web Index Wave 2 – European Average
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
This is much bigger than just another short term
marketing opportunity. It should redefine how brands
relate to consumers across the business
Advertising
PR/Comms
RecruitmentProduct
Development
Customer
Service
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
The social web is fragmented and messy. Take your
brand to the consumer in as many platforms as
possible: e.g Capricho teen magazine Brazil
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Talk to consumers on a one to one basis e.g Tata,
Sony or Apple in India
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Enhance product + provide places for customers to
engage: deliver open and real-time customer
engagement e.g Skybrasil
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Tell stories about the company: be transparent and
open e.g Mercedes video content in China
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Reward consumer involvement and distribution: e.g
MTV India or HP Brazil
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
The role of advertising?
• Social media is a challenge for advertising:– Need to think beyond the traditional media buy and ad format
– Create assets that can also be distributed by consumers and paid for ad units
– Use sponsorship with content, and applications
– Promote people
– Signpost consumers to your social presence – work with social platforms
– Help speed up the process – social media is a long term and can be a slow build commitment
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Thank you....!
• [email protected]@tomtrendstream+447970727061skype: tomtrendstreamManaging DirectorTrendstream Limited