McCann Truth About Social

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THE TRUTH SOCIAL-about-


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THE TRUTH ABOUT SOCIAL: 12 Truths About Social For 2012

Introduction 3

We all have our audience

Everyone is telling their own story

Brands should be part o this story

Social Proo is an increasingly powerul orce

in marketing

I you seek advocacy, make it worth their while

When it comes to socializing with brands,

customers want value

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VII.

VIII.

IX.

X.

XI.

XII.

The nature o whats private or public hasundamentally changed

Theres no shame in being a stalker

Were all spending more time monitoring

(and managing) our online brand

We have growing and complex ecosystems o

riends

We still know what makes a real riend

The need to broadcast is constant

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II.

I.

III.

IV.

V.

VI.

Conclusion

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McCann Truth Central spent the last year talking to keyaudiences across the world and one incontrovertible andirreversible trend we observed is the increasing importance oall things socialsocial networks, social experiences, social prooand social businesses.

Our ndings are aggregated rom three Truth Studies covering

19 countries, 30+ ocus groups, and 12,000+ online interviews.

INTRODUCTION

T H E TRUTH ABOUT SOCI AL


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I. The nature o whats private or public has undamentally changed

II. Theres no shame in being a stalker

12 TRUTHS ABOUT SOCIAL FOR 2012:

The monumental rise o social networkinghas caused a huge shit in the nature o whatpeople believe they should keep private versuswhat they should share. As one US respondentcommented, People tweet their pregnancy,

labor and delivery, and I mean thats somethingthat people years ago would never think about.Indeed, 75% globally agree that people sharear too much inormation online these days(although this is predominantly a commentabout OTHER PEOPLEwe did not come across asingle individual in our groups who elt that theypersonally were oversharing!).

Increasingly, a reusal to participate in socialnetworking is seen as a reusal to participate incivic lie. Driven by technologys dominance, thetypes and quantity o personal inormation wereexpected to share socially is growing.

With so much inormation being shared, newnorms about searching and sharing are alsoemerging. Nowadays, 4 in 10 admit to lookingat the online photographs o people theyhardly know, and 1 in 4 have read a partnersor riends text messages. But these behaviorsare increasingly seen as commonplace. Said oneAustralian, Ive stalked people on Facebook,everybody does.

Indeed, the ailure to Google a prospectivepartner or employee is now seen as a seriousoversight. Little wonder that in markets likeIndia a virtuous online presence is key toprotecting uture marriage prospects.

TH E TRUT H ABOU T SOCI AL


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III. Were all spendingmore time monitoring (andmanaging) our online brand

IV. We have growing andcomplex ecosystems o riends


With so many searching or inormation aboutone another, it has become much more importantto manage your online identity. 35% in India saythey are Googling themselves more than oncea month in their quest to manage their onlinepresence. Globally, many individuals and brandsare juggling multiple identities online. zOtenpeople talked about using separate identitiesor work and play, or a virtuous and popularsel. For brands, this raises the very importantquestion: Which version o your customers areyou interacting with online?

The denition o riendship or young peopleis being stretched, segmented and reinventedOnce upon a time, teenagers had a small groupo riends (typically 47 people), and thesewere oten people met through school. Withinthis group young people could express theirindividuality, but it was vital that they belongedto the group. However, nowadays things aremore complex. Using social media, a typicalteenager is likely to manage and maintain multiple,intersecting groups o riends. In this sense,connecting to a broader network o riends hasreplaced the singular need to belong to a tight-knit group o riends.



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V. We still know what makes a real riend

VI. The need to broadcast is constant


The term Experience Economy was rst coinedin a 1998 Harvard Business Review article by

James Gilmore and Joseph Pine. The theory goesthat in economies o mass auence, peoplebecome more and more interested in paying todo things, rather than paying to own things. Ourresearch indicates that our economy is movinginto a new phase (the social economy) wherebypeople seek to dene themselves not only bywhat they own or what they do but primarily by

their ability to connect, to share and to broadcast.

In these new, online spaces or people to be social,a lot o ake riends have cropped up along theway. Whether called disposable riends as theyare known in Singapore or obligation riends asin Australia, this is a global phenomenon. Yet our

data indicates that the values that make a riend areal riend are quite clear.

Young people worldwide said they value riendswho are truthul and genuine. This truthulnessallows a riend to transcend the distinctionbetween online and real lie sociability. Its alsoa great model or brands: To use social media

wisely, dont be araid to show the true peopleand humanity that sits behind your brand.

And or youth, it seems the need to broadcast isconstant. I might be doing anything in lie, but it

doesnt matter i no one talks about it, observeda youth in India. Using technology as a platormor telling their lie stories, consumers eel aneed to recast that story with themselves as theprotagonist. Even a short subway journey cancause tremendous disconnection anxiety as thenon-specic ear o missing out takes hold.



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VII. We all have our audience VIII. Everyone is telling theirown story


The role or brands, consequently, is to createunique experiences or that protagonist, givingthem a reason to post about it. Smart brandsknow that its not just about the brands

audienceits their audiences audience. Brandscan win by helping their audience to look cool orun in ront o their riends and ollowers.

With the introduction o Facebook Timelinepeople are set to become even more ocusedon their own journey. As experiences areautomatically archived, people will spend

longer reecting on their story so ar, curatingtheir archive and in many wayscontemplatingtheir own identity. As one insightul Britishteenager remarked, Well be better parents thanour parents because it will be easier or us toremember what it was like to be a teenager.



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IX. Brands should be part o this story

X. Social Proo is an increasingly powerul orce in marketing


Brands should always be mindul where they tinto the social journey or their target consumers.How can your brand be a part o a consumerslie rom the anticipation o a brandedexperience, to the aterglow one week later, to

the reminiscence two years later?

Globally, over 90% o 1630 year olds agree with

the statement i a company or brand impressesme in some way, I will make a point o tellingmy riends about it. Meanwhile, data rom ourTruth About Beauty study showed us that emaleconsumers rated online product reviews as a)the most truthul source available to them and b)the source most likely to prompt purchase. SocialProo is the human instinct to want to do thingsthat other people do.

As brands ofer more events and experiencesto consumers, recognize that there is aliecycle within the consumer timeline:anticipation, experience, atermath, aterglowand reminiscence. Each stage will be reected

through social mediahow can a brand bepresent at each stage?

Plenty o research suggests that consumers

who were reerred to brands by other inuentialconsumers or bloggers are more likely to go onto make purchases. Since word o mouth andonline product reviews are still some o themost trusted and inuential actors in buyingdecisions, its important or brands to activelycultivate love communities o their ans anddeenders.



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XI. I you seek advocacy, makeit worth their while XII. When it comes to socializingwith brands, customers want value


Looking at consumers globally, we were able toidentiy ve groups o consumers based on theirattitudes towards privacy and sharing data withand about brands and businesses. The largestgroup, the Savvy Shoppers, understands the

sharing equation. This group, 37% o the globalpopulation (also 37% o the US population), iswilling to engage with and socialize with brandsand businesses, but want to receive somethingtangible in return.

Globally, 86% o consumers understand that thereare major benets associated with sharing data withbusinesses online. For the majority (65%) one o thetop two benets o sharing data and socializing withbrands is better access to discounts and promotions

(a very Savvy Shopper mentality). 49% also oundit benecial that companies can show them goodsand services that are personalized to meet theirindividual requirements. Being a social business isultimately about encouraging an open relationshipwith customers where they trust the brand enoughto share their personal inormation and understandhow the exchange is benecial to them, particularly

as global concerns around privacy continue to grow.



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CONCLUSION

The era o social marketing is here, and itsimportant to learn about how people are engagingsocially in everything that they do. With everynew tool, and in every success and gafe, newideas about how (and how not) to engage withconsumers become apparent. Looking acrossour 2011 Truth Studies, McCann Truth Centralhas uncovered some o these new ideas. Itscrucial or brands to recognize that consumers

want to entertain their own audience, and thatlove communities can be nurtured throughsocial media. We may be in a brave new worldo sharing, but its more important than everor brands to support this sharing in a saeand responsible way as privacy concerns growamongst consumers.



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McCann Truth About Social

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