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Social Media Behaviour – A Guide to goA The Online Circle WorkbookThe Online Circle Social Media Cookbook
Men go online more often, stay on for longer, and respond to ads more positively than women do,
Channel Men Women
Social Networks More active Less Active
Social Networks Less users More users
Podcasts More active Less active
Read/write blog More active Less active
Reason More business Socialising
Video User Generated network TV shows
Sharing Share more personal creative work
Share more news
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Pew marketing; Nielsen, Hitwise
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Relevant Social Media Facts
• An average user becomes a fan of 2 pages every month.
• 73% of all online content is user generated.• It is estimated males 18 – 24 produce approx. 25% of all
UGC
• 45% of search results for the world's top 20 largest brands are now linked to user generated content. (Nielsen Ratings 08/2010).
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Face
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56.22%
18.32%
1.63% 1.08% 1.00% 0.66% 0.60% 0.51% 0.49% 0.46% 0.42% 0.40% 0.40% 0.39% 0.37%
18-24 Male Australian users – Social Media % of visits
Series1
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Face
book
YouT
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Twitt
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nswer
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Tum
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Mob
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Mobile
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14.27% 14.69%16.01%
13.33%
41.52%
11.23%
14.49%
30.40%
11.37%
37.05%
23.93%
14.38%12.67%
28.88% 29.86%
18-24 Male Australia – Social Media % of participation (out of total users)
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Use of Computers
Wireless internet use rates are especially high among young adults, and the laptop has replaced the Desktop as the computer of choice among those under thirty.
Brought to you by “your company”
Wireless
81% of adults between the ages of 18 and 29 are wireless internet users
Roughly half of 18-29 year olds have accessed the internet wirelessly on a laptop (55%) or on a Cell phone (55%),
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Social Media Outline
Time
MonitorData AnalysisContent creationParticipationCompetitor AnalysisResults Analysis
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The key, when it comes to social media, is to understand how consumers use technology and adapt it to their social lives.
It’s a cross between behavioural psychology and technographics, and is definitely rooted in the principles of user experience and ethnographic research.
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One strategy rather than 100 tactics
Uninformed Trolls Fraudsters Spectators (affected by bystander effect)
The Customers
The Advocates
Inform and convert
Identify and Neutralise using fear
Empower, break bystander and give them social validation to be active
Neutralise attention and discourage taking him out of the centre of attention
"Even if this is true......""Although this is on-topic.....""I disagree....""Yes, but.....""Can you provide a source for this...."NOT FOLLOW UPS
Inform and Grow
Entitle to Act
How young males interact
Focus in filling the blank box.
90%+ interaction on People’s stream rather than the proper page
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How young males interact
Overall 55% increase in interactions with Visual messages.
Males interact 10-30% more with images rather than text.
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How young males interact
Australian males respond better in the morning. Monday to Friday – Up to 40% more
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