Social Media Wave 5

8/7/2019 Social Media Wave 5

http://slidepdf.com/reader/full/social-media-wave-5 1/72

The

Socialisationof BrandsSocial media tracker - 2010





3

Contents

Executive summary

Introduction• The continuing Wave story

Methodology

The social challenge for brands

The new social landscape: means and motives• The gravitational pull of social networks• The rise of microblogging

The future face of social media

The Socialisation of Brands

The impact: summary

5

710

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232842

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Executive Summary

Social media is an incredibly dynamic environment. Terms like “ riend” and“in uencer” are no longer adequate to describe the array o social activity andinteraction that is occurring amongst the vast communities now being built online.

A deeper understanding o consumer needs and motivations is the key to unlocking areal understanding o social media and its users.

Social networks are becoming power ul hubs o interconnected communities but it’snot just people that are connecting in the social media space. There is huge demand

or a more social and interactive relationships with brands.

Almost hal o the Active Internet Universe has already joined a brand community.These communities are also clearly having a huge beneft to the brands involved,driving brand loyalty, endorsement and sales.

However, understanding the nature o social demand or each consumer, category andmarket is the key to creating a success ul social media experience.

This report barely scratches the sur ace o the rich insight and detail available.Wave 5 – The Socialisation Of Brands contains in ormation or 20 categories in morethan 54 countries. You will fnd contact details i you require urther in ormation at theend o this report.





Introduction




10% growth

in the

number

of social

networkmanagers

3 0 % a c c es s i ng s oc i a l med i av i a mobi l e

4 7 % j o i n i n g b r a n d

c o m m u n i t i e s

1.5 b i l l i o n v i s i t s t o s oc i a l net w or k s per d a y



9

Welcome to Wave:The largest and longest running dedicated social media study in the world.

When Wave started as a project in 2006 we were aware that there was much debate but few factsbehind the social media phenomenon. Therefore we initiated Wave with the aim of measuring the

scale and impact of social media across the globe. In this time, we have researched more than 95,300internet users in 59 countries and, if Wave has taught us anything, it is that social media stands upto the hype. Growth has been unprecedented and our tracker has demonstrated how new platformshave sprung up and reached critical mass with blinding speed across vast geographies.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Norway

Sweden

Netherlands

Bahrain

Denmark

UK

South Korea

Australia

Germany

Japan

Belgium

Singapore

Canada

USA

UAE

Estonia

Austria

Slovakia

Taiwan

France

Hong Kong

Latvia

Republic of Ireland

Czech Republic

Malaysia

Argentina

Spain

Hungary

Lithuania

Poland

Qatar

Italy

Chile

Colombia

Portugal

Turkey

Russia

Oman

Kuwait

KSA

Brazil

Romania

Tunisia

China

Philippines

Mexico

Thailand

Lebanon

Egypt

Ecuador

Algeria

South Africa

India

Figure 1: Internet penetration by market

Figures sourced from internetworldstats.com

Hello




Five years is a li etime in the world o social media and over the course o our ve Waves o research wehave come to a deep understanding o the complex and dynamic nature o social media behaviour.

Our rst two Waves demonstrated that social media was enabling a large and active community tocreate content and share this content with others. In the process the medium moved rom being a

primarily text-based medium to a ully audio visual one. Our third Wave charted the democratisationo infuence, how social media was driving ever greater means and opportunity or consumers toinfuence their peers. Infuence that was becoming an integral part o many consumers decisionmaking processes. In Wave 4 we examined the reasons behind the huge growth in social mediaby understanding the motivations behind the use o di erent social media plat orms. This clearlydemonstrated that you cannot treat all social media the same, consumers engage with a plat ormbecause it meet’s speci c consumer needs and all plat orms meet these needs di erently.

What the Wave project has shown us is that ar rom being hype, social media is a an explosivelydynamic phenomenon that is changing the way we interact and that this is having a undamentale ect on our thoughts, eelings, attitudes and behaviour. However, with a ew exceptions, brandsand companies are still not social. They are struggling to nd a way to intelligently, sensitively ande ectively engage with consumers in this space.

There ore, with our th instalment o Wave, Wave 5 – The Socialisation Of Brands , we have broughttogether all our understanding o usage, behaviour , infuence and motivation, done this across morethan 50 countries and added the missing piece o the puzzle. The data, insight and analysis that willhelp brands create success ul social media programmes.

The continuing Wave story



11

15 markets7,500 respondents








The expanding Wave universe



13

AustraliaChina

FranceGermany

ItalyKoreaPhilippinesRussiaSpain

UKUS

Wave 1Australia

BrazilChina

FranceGermany

GreeceIndiaItaly

JapanKorea

MalaysiaMexico

PakistanPhilippines

RussiaSingapore

SpainTaiwan

ThailandUKUS

Wave 2Australia

AustriaBrazil

CanadaChina

Czech RepublicDenmarkFrance

GermanyGreece

Hong KongHungary

IndiaItaly

JapanKorea

MexicoNetherlands

PakistanPhilippinesPoland

RomaniaRussiaSpain

SwitzerlandTaiwanTurkey

UKUS

Wave 3Australia

AustriaBelgium

BrazilCanada

ChinaColombiaCzech Republic

DenmarkEcuadorFinlandFrance

GermanyHong Kong

HungaryIndiaItaly

Japan

KoreaLatviaLithuaniaMalaysia

MexicoNetherlands

NorwayPeru

PhilippinesPoland

PortugalRomania

Russia

SingaporeSouth AfricaSpain

SwedenTurkey

UKUS

Wave 4Algeria

ArgentinaAustralia

AustriaBahrainBelgiumBrazilCanada

ChileChina

ColombiaCzech Republic

DenmarkEcuador

EgyptEstoniaFrance

Germany

Hong KongHungaryIndiaItaly

Ireland (ROI)JapanKorea

KSAKuwaitLatvia

LebanonLithuaniaMalaysia

MexicoNetherlandsNorway

OmanPhilippines

PolandPortugal

QatarRomania

RussiaSerbia

SingaporeSlovakia

South AfricaSpain

SwedenTaiwan

ThailandTunisiaTurkey

UAEUKUS

Wave 5

LIKE








The Social Media Tracker has retained the same methodology rom Wave 1 through Wave 5, enablingcomparison between data sets. All surveys have been scripted and hosted on UM’s in-house onlineresearch system, Intuition.

All surveys are sel -completed and the data collected is entirely quantitative. Every market is

representative o the 16-54 Active Internet Universe. For Wave 5, 37,600 internet users in 54 countrieswere surveyed with many new markets joining, including the Middle East

Who are the active internet universe and why do they matter?

• Active internet users are those people who use the internet every day or every other day

• Social media is driven by active internet users, i you don’t use the internet regularly you areunlikely to sign up or tools such as blogging or set up a social network profle.

• Active internet users drive adoption o plat orms and tools and they will determine which toolsand plat orms become dominant in the social media space.

• They are the best proxy or the uture, over time all internet users will increase their usage.

Eventually everyone will become an active internet user, just as consumers made the transitionrom occasional to regular TV watching in the 1950s and 1960s.

Methodology



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0

20

40

60

80

100Read blogs / weblogs

Start my own blog / weblog

Leave a comment on a blog site

Upload my photos to a photo sharing site

Upload a video to a video sharing site

Watch video clips online

Create a prole on a social network

Manage a prole on a social network

Visit a friend’s social network page

Wave 1Sep 06

Wave 2Jun 07

Wave 3Mar 08

Wave 4Mar 09

Wave 5Jul 10

% ever done

An increasingly active universe

Figure 2 : “Thinking about the internet, which of the following have you ever done?”




The web is changing. It’s no longer just a place or in ormation seeking and shopping but a plat ormwhere connections are made, riendships ormed and in ormation and opinion exchanged.

The new social web makes di erent demands on both consumers and advertisers. Consumers arenot merely fnding, they are contributing; writing, uploading pictures, videos, creating regular status

updates and livestreaming their every day happenings.

Social networks have become more embedded in our everyday lives, whether it’s Facebook, Orkut orLinkedIn, we now contact more people in our personal li e through our social networks (our researchshows that on average we stay in contact socially with 52 people via these networks) than we dothrough any other means including ace to ace contact, email and phone.

It’s essential or brands to understand why and where di erent groups o consumers participate inthis new world. It’s not merely a question o identi ying the best places to target – the classic mediaplanning/buying approach – but truly knowing what motivates them to be part o it.

Understand that and brands can create campaigns, messages and communities that consumerswant to be part o , spreading the message ar and wide much more e ectively than simply buyingbanners and buttons in these spaces.

When we started tracking the growth o social media with our Wave study in 2006, these plat ormswere merely a seed o what they have since become.

The social challenge for brands



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Fast orward to 2010 and Facebook is no longer the new, new thing but a legitimate rival to Googleor ownership and domination o the digital space.

What we have discovered in every iteration o our research is that social media participation amongactive internet continues to vary widely, in some countries blogging is or was top o the tree, in othersit is or was uploading video, or example. In all markets the use o social networks has been risingsteadily – and in some cases very rapidly indeed.

Similarly this latest research project fnds that the motivations or blogging, joining a social network,uploading a video or a photo are not only very di erent at a global level but that individual countriesand regions also have a di erent take on the value, appeal and utility o each plat orm.

Wave 5 – The Socialisation Of Brands – and the detailed data that lies behind it – will help brandsunderstand what they need to do to connect with consumers on the social web.





With Wave 5 we have created a roadmap that will help brands create the right social mediaexperience. We know that people are more than willing to join social communities online and aredoing so in their millions, but do they want to interact with brands in these spaces? The results fromWave 5 – The Socialisation Of Brands answer that question with an emphatic yes and this is trueacross a broad range of categories.



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The combination of social demand and platform understanding willgive us the clear insight to create successful social media programmes.

Understandhow and, more

importantly, whypeople use

social media

Map the

social landscape o the category you areoperating in and where

your consumer fts inthat landscape

Identify thesocial needs

o the consumer

Identify

the platforms that best meet

those needs

The challenge then is to identi y the kind o social relationship consumers want and we do this byollowing our steps.








Means and motives

It is our belie at UM that brands should frst concern themselves with why people engage in socialmedia, and their motivations , be ore we try to understand the platforms themselves.

When consumers engage socially online they do so to meet certain needs. It could be to promotethemselves, to share new experiences with others or just to have un and waste time. It is a community

peopled by a broad range o users, everything rom career builders and money makers to communitycreators and story tellers. So social media defnitions such as “ riend”, “ an” or “ ollower” cannot reallydescribe the complex interactions and relationships that exist in this environment.

Social media are o ten lumped together too. Sometimes the term is used synonymously with socialnetworks but Facebook and its brethren are merely major players in a diverse eco-system. In actthe social media universe includes a wide range o di erent plat orms ranging rom IM, blogging to

photo and video sharing sites. Social networks are trying to o er many o these unctions in one placebut the reasons why consumers use them, whether they are on a social network site or a separateplat orm vary widely.

There ore looking at why people engage in social media and how e ectively each social mediaplat orm is able to meet these needs becomes o paramount importance. We can see that blogs,message boards and video sites (see Figure 3) deliver specifc needs. Video sites are great or having

un and being entertained, message boards are great or seeking alternative opinions and changingthose o other others and blogs are power ul plat orms or sel expression and sel promotion.

This is the challenge o understanding the complex eco-system o social media.



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Blogs Video sites Message Boards Instant Messenger

Be creative Change opinions

Earn respect

Explore theworld around

Expressyourself

Feel likeyou belong

Hang out orwaste time

Have fun / Be entertained

Keep up to dateLearn

something newMake contacts

for work

Make money

Manage mylife better

Meet newpeople

Promoteyourself

Seek otherpeople’s

opinions

Shareknowledge

Share newexperiences

Stay in touchwith friends

0 10 20 30 40 50

Figure 3: “Which of the following do a good job when you want to...”




Means and motives

Social networks enable us to create a network o digital riends that may or may not correlate withour “real world” riends.

So it’s no surprise that meeting people, staying in touch and sharing experiences are key motivationsor signing up to these plat orms; acquiring a sense o belonging is another reason to be part o it.

What is more surprising is how e ective social networks are at meeting so many other need states,ones traditionally better serviced by more specialised plat orms, like blogging. They are also great orchanging opinions, promoting yoursel , keeping up to date and earning respect.

Split the motivations by country, and once again there is a dramatic split. In China members oRenren, 51.com and Kaizen001.com are looking or un, in France consumers are hoping to advance

their careers while in Germany the search is or a community that participants can be part o . The USand the UK also stand out, driven by the need to sel -promote and infuence others.



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Figure 4: “Which of the following do a good job when you want to...”

Blogs Video sites Message Boards Instant Messenger Social Networks

Be creative Change opinions

Earn respect

Explore theworld around

Expressyourself

Feel likeyou belong

Hang out orwaste time

Have fun / Be entertained

Keep up to dateLearn

something newMake contacts

for work

Make money

Manage mylife better

Meet newpeople

Promoteyourself

Seek otherpeople’s

opinions

Shareknowledge

Share newexperiences

Stay in touchwith friends

0 10 20 30 40 50




The gravitational pull of social

networksIt is, perhaps then, unsurprising that social networking is causing the most fundamental shift in socialbehaviour seen since the invention of email. They have moved from being places to meet friends andstay in contact to multi-faceted platforms capable of delivering a wide variety of social needs.

W h a t i s a s o c i a l

n e t w o r k ?

A site designed to a llow users to meet, communica te,

share content and build communities.



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LIKE




As a result we see them ast becominga ubiquitous tool or social interactionand you’d wrong to think that this isonly an activity or the young.

Although penetration amongst 16-24year olds remains highest it is in the25-34 year old bracket that we haveseen the greatest increase in usage,

rom 52% to nearly 70% in the last3 years.

However, in all age brackets, we areseeing a similarly spectacular rise.Currently, nearly 3 quarters o theactive internet universe claim tohave ever managed a profle on asocial network. I the current trendscontinues, a social networking proflewill become as undamental parto our daily lives as our telephonenumber.

Create a prole on a social network

Manage a prole on a social network

Visit a friend’s social network page

0

20

40

60

80

100

Wave 1Sep 06

Wave 2Jun 07

Wave 3Mar 08

Wave 4Mar 09

Wave 5Jul 10

% ever done

Figure 5: “Thinking about the internet, which of thefollowing have you ever done?”



31

20

40

60

45.1%51.4%

61.4%

Global

33.1%

48.3%

58.1%

USA

47.4%51.4%

68.4%

China

64.8% 66.1%

79.3%

Russia

53.4% 55.5% 58.6%

UK Brazil

51.4%

62.8%72.5%

India

63.6%53.9%

74.5%

Italy

27.2%36.6% 37.8%

Germany

29.9%

46.2%

55.5%

Spain

26.3%

43.4%53.2%

France

24.0% 34.4%

53.9%

A truly global movement

Wave 3 Wave 4 Wave 5

Figure 6: “Thinking about using the internet, which o the ollowing have youdone in the last 6 months?” - Manage a profle on an existing social network




A pull of people and activity

We aren’t just seeing a large rise in the number of people joining social networks. They are alsousing them for a broader range of activities. A ready made, audience combined with increased sitefunctionality means that they are, for example, sharing videos, organising groups and events, sharingphotos and dating (see Figure 7). In fact, in 2009 they were using them for 6.4 activities. In 2010 thishas now risen to 8. Again, this trend is decidedly upwards.

PH OTO

S



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0%

10%

20%

30%

40%

50%

60%

70%

80% Message friends

Find old friends

Find new friends

Dating

Update my prole

Wave 32008

Wave 42009

Wave 52010

Figure 7: “Which o the ollowing have you done with your social networking profle?” - Amongst those who have used a social network in the last 6 months




We are seeing a large rise in social connections via all digital means but leading the way are the socialnetworks. They have become the largest source o social interaction, fnally outstripping ace to acecontact in 2009. As fnding riends old and new still remain the most highly participated activities it’sa trend clearly set to continue. This is community growth on an phenomenal scale (See Figure 9).

Face to face

Phone

Text message

Email

Instant Messanger

Social Network

My personal blog

Forum / message board

Wave 32008

Wave 42009

Wave 52010

Average num

ber of people

10

20

30

40

50

60

Figure 8 : “Approximately how many people do you stay in contact with in your personal life through the following means?”



35

USA

16.7

31.2

53.0

China

31.839.5

50.0

Russia

15.6

36.347

UK

30.7

40.6

57.0

Brazil

50.557.5

74.0

India

43.2

57.9 58.0

Italy

17.6

34.6

66.0

Germany

14.125.2

41.0

Spain

16.5

34.747

France

11.723.8

40.0

29.738.8

52

Global

Number of people

Growth on a phenomenal scale


Figure 9 : “Approximately how many people do you stay in contact with inyour personal life through the following means?” - Social Network (average)




Content sharing starts to migrate

How is the growing power of social networks affecting other social media platforms? We arecertainly seeing content creation and sharing via photo sharing and video sites continuing to grow.However, we are seeing growth occur at a much slower pace than we have seen in past Wave studies(see Figure 10).

Upload my photos toa photo sharing website

Visit a photo sharingwebsite

Upload a video clip toa video sharing website

Watch video clips online

Wave 32008

Wave 42009

Wave 52010

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Figure 10 : “Thinking about using the internet, which of the following have you done in the last 6 months?”



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But the ease with which social networking platforms have incorporated content sharing functionalityinto their sites, particularly in the mobile space, means that users are clearly adopting these platformsfor sharing at a much faster pace than dedicated photo and video sharing sites.

0%

10%

20%

30%

40%

50%

60%

70%

80%Upload photos

Upload videos

Wave 32008

Wave 42009

Wave 52010

Figure 11: “Which o the ollowing have you done with your social networking profle?” - Amongst those who have used a social network in the last 6 months




Specialisation of blogs & forums

As social networks keep growing we also see them begin to dominate discussion about personal topics.People are moving away from reading and discussing personal topics on both blogs and forums. Atthe same time we see a corresponding rise in social networks as the key platform for personal blogs(See Figure 12).



39

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Personal blogs(diary sites)

Family / friendblogs

Write a blog on asocial network

Wave 32008

Wave 42009

Wave 52010

Figure 12 : “When you read blogs, which o the ollowing types o blogs do you read most o ten?”- Amongst those whohave read a blog in the last 6 months, “Which o the ollowing have you done with your social networking profle?” -Amongst those who have used a social network in the last 6 months

W ha t is a blog? A blog is a website tha t is

crea te d by a user in order

to update others with

regular commentaries,opinions or share content.





41

20

40

60

80

100

60.6% 64.5%

Global

55.3%

USA

45.6% 50.2% 46.7%

China

74.9%75.7% 79.6%

Russia

59.3% 54.6%63.4%

UK

50.7%41.3% 40.8%

Brazil

74.5%

40.9%

72.4%

India

62.2% 63.1% 63.3%

Italy

61.9%51.0% 51.5%

Germany

35.2% 36.3%29.6%

Spain

63.6%55.9% 60.3%

France

45.6% 50.2%46.7%

BloggingDeclining or stabilising in Western countries,but growing in others.


Figure 14: “Thinking about using the internet, which of the following haveyou used in the last 6 months?” - Read blogs / weblogs









The future faceof social media





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Figure 18 : Percentage of people who access the internet via a mobile device and the % of people who access theinternet via a mobile device and have a smartphone

Figure 19 : “Thinking about using the internet on your mobile device, which of the following have you done in the last 6months?” - Amongst all who have accessed the internet via a mobile device and smartphone owners

0%

10%

20%

30%

40%

50%

60%

GLOBAL

China

Russia

UK

US

India

Italy

G

ermany

France

Spain

Brazil

Mobile internet users

Mobile internet users with smartphones

0 10 20 30 40 50Use Instant Messenger

Watch video clips online (e.g youtube.com)

Read blogs / weblogsVisit a friend's social network page

Visited an ofcial company / brand websitesVisit a photo sharing website (e.g ickr.com)

Visit a message board / forumUpload my photos to a photo sharing website

Shared a music le / mp3 with a friendStarted a topic on a message board/ forum

Post / write stories for my own blog / weblogManage a prole on an existing social network

Leave a comment on a blog siteShare a video clip with a friend

Used micro blogging service like Twitter/Jaiku

Joined an online community around a brand/prodUpload a video clip to a video sharing website

Create a video to upload onlineJoined a professional social networking site

Created an online community around brand/prod

All respondents Smartphone owners





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Understanding means and motive is

everything• Social media is an incredibly dynamic environment

•

A deeper knowledge of consumer needsand motivations is the key to unlocking ourunderstanding of social media

• Understanding these motivations explains much

of what is happening• Why people engage in social media is an

important starting point but there is still amissing piece of the puzzle

• What kind of social experience are peoplelooking for with brands?





The Socialisationof Brands




Is there a social demand for brands?

There is much debate about the role that brands can or should play in social media. The big questionis do people actually want a social relationship with them at all?

We have ound over the last three Waves o research a decline in the number o people sayingthat they have visited an o cial company website (See Figure 20). Does this mean that there isless appetite to engage with brands in their “o cial spaces”? Does the increasing power o peerto peer recommendation and the huge number o spaces that acilitate this recommendation, theburgeoning infuence economy, mean that people no longer eel the need to engage directly withbrands to nd the in ormation they want? Well, we can certainly see a trend towards consumersengaging with brands in social media. When we look at the numbers o people who are becoming

ans with brands on their social networking plat orm we see a huge rise in the last year (See gure 21).Clearly, just by being present in a space socially relevant to the consumer means that they are morethan willing to engage.

Figure 20 : “Thinking about using the internet have you visited an ofcial brand/company website in the last 6 months?”



53

70%

72%

74%

76%

78%

80%

82%

84%

86%

Wave 32008

Wave 42009

Wave 52010

0%

10%

20%

30%

40%

50%

A liate with or

become a fan of a brandJoin a group

Wave 4 (2009)

Wave 5 (2010)

Figure 20 : Thinking about using the internet, have you visited an ofcial brand/company website in the last 6 months?

Figure 21 : “Which o the ollowing have you done with your social networking pro le?” -Amongst those who have useda social network in the last 6 months”

Th i di “Y ”




The answer is a resounding “Yes”

But it’s not just on their social networking profle that people are a fliating themselves with brands.Our Wave 5 research shows that, globally, nearly hal o the active internet universe claims to havejoined a brand community at some point (see fgure 22). This clearly identifes a demand or brandsin the social space.

100%

GLOBAL

Thailand

Philippines

Chile

South Korea

Colombia

China

Ecuador

South Africa

Argentina

Brazil

Malaysia

Slovakia

Portugal

Hong Kong

Singapore

Turkey

Taiwan

Mexico

India

Poland

Russia

UAE

Spain

ROI

Lithuania

Romania

Egypt

Qatar

Czech Republic

Bahrain

US

UK

Denmark

Austria

Hungary

Sweden

Australia

KSA

Tunisia

Italy

Kuwait

Netherlands

Norway

Canada

Belgium

Estonia

Lebanon

Latvia

Oman

Germany

Japan

France

Algeria

0%

50%

Figure 22 : “Have you ever joined a brand community online?”



Brand communities




Brand communities

So why are people joining brand communities?

Although many are saying that they have joined a brand community online to gain access to reecontent (69.6%), the highest motivations are to learn (78.6%) and get access to advance news oproducts (76.1%).

In the infuence economy, in ormation is clearly a very valuable commodity.

These motivations are prevalent across all markets but when we look regionally we can see that thereare nuances (See gure 24).

In Latin America brand communities are more likely to be driven by the desire to associate themselveswith something (to support a cause or even something they think is cool). In Asia they are more likelyto join i it was recommended to them by their peers and in the Middle East it is about eeling part oa like-minded community.

Figure 24 : Agreement with the descriptions of why they joined a brand community amongst those have ever joined a



57

Europe North America Latin America Asia & Oceania Middle East & Africa

To support a causeTo share my

appreciationwith others

To associatewith somethingI think is cool

To learn moreabout it

To feel part of alike-minded community

To get freecontent

To ll time / have fun

Because it wasrecommended

to me

To get advancenews on products

0% 20% 40% 60% 80% 100%

brand community online by region.

What’s the beneft to brands?



The Socialisation o Brands

The other big debate in social media is identi ying the value o brand community engagement andinteraction. O those people who joined a brand community, 72% said they thought more positivelyo the brand as a result, 71% said they are more likely to buy the brand, 66% said they elt moreloyal to the brand and 63% said they recommended others to join. So clearly there is an opportunityto build brand equity, drive sales, increase loyalty and create brand endorsement all o which soundsa lot like the holy grail o marketing communications. O course, things are not so simple or easy.In order to create a social media experience that will beneft the brand in these ways we must frstunderstand what kind o social media experience consumers want.

Figure 25 : “As a result of joining a brand community, please indicate how much you agree with the followingstatements?”

72% 71% 66% 63%

“I thought more positivelyof the brand”

“I am more likely tobuy the brand”

“I felt more loyaltowards the brand”

“I recommendedothers to join”

Mapping the right social media



59

Mapping the right social media

experienceThere are four steps to identifying the right social mediaexperience for brands:

• Understand the social landscapeo the category

• Identi y where the consumerfts in this landscape

• Identi y the social needso the consumer in the category

• Map them to social mediaplatforms that can best deliver them

The social landscape of categories




The social landscape of categories

The frst thing we need to understand is the level o social activity in each category. We do this bymapping involvement across a spectrum o social engagement. From those actively creating contentand collaborating with others to those simply seeking in ormation.

What we see is that certain categories with very broad appeal, like music and movies, have largenumbers o people engaged in collaboration, creation, sharing and seeking.

Conversely, categories like sport or ashion have a much smaller number o people engaged in thecategory but a higher proportion o those are actively collaborating.

However, in all categories there are signifcant numbers o people already actively engaging withbrands and companies. The reason why it is important to understand the consumers current levelo engagement with the category is because it has a undamental e ect on the depth o social

interaction they want.

Figure 26 : “Thinking about how you seek and share in ormation regarding diferent products and services, which



61

o the ollowing statements best describe how you seek and share in ormation in each o the ollowing categories?” Numbers o consumers (in 000’s). Note: consumers can be active in more than one segment within a category.

600,000 400,000 200,000 0 200,000 400,000 600,000 800,000

Wine, spirits & alcohol

Non-alcoholic drinks

Luxury goods

Cosmetics

Console/PC Gaming

Sport

Cars

Portable technology

Fashion

Energy & environment

Computer hardware

Personal nance

Household products

Home technology

Travel

Mobile phones and services

Computer software

Food

Health & wellbeing

Music

Movies

I create content and collaborate withpeople and companies in this category

I share opinions, content andinformation in this category

I often seek information in thiscategory to keep up to date

I sometimes seek informationin this category when I need it





Mapping needs to platforms




Mapping needs to platforms

Clearly, understanding the social needs o the consumer is the key to creating a success ul socialmedia programme. I all the consumer wants is access to in ormation and news there is no pointin creating an all singing, all dancing interactive content sharing plat orm. On the other hand i theywant to be involved directly with product development then access to new news is unlikely to beinvolving or compelling.

Since these needs di er widely by country, category and audience it is essential to have a granularview o the social dynamics at play.

The other important actor is an understanding o which plat orms and orms o communication bestmeet these needs. Wave 5 – The Socialisation of Brands also contains a wealth o in ormation thatcan help identi y the most infuential plat orms at both macro and micro level.

We believe that the combination o social need state and the ability o plat orms to meet these needsgives us the crucial insight required.



65

Personalised ad on social network page

Sponsored link on social network page

Ad on a blogSponsored music / video player

Recommendation from a friendSponsored link on a search engine

Opportunity to develop my skills

Access to unique events

Share experiences with other customers

Inuence product development

Portable Technology

Personal Finance

Energy & The Environment

Home Technology

MusicTravel

Movies

FoodFashion

Wine, Spirits & Alcohol

Luxury Goods

Cosmetics

Console / PC Gaming

Sport

Cars Computer Software

Brand website Mobile Telecommunication

S p o n s o r e d l i n k o n a w e b s i t e

W i d g e t o n a s o c i a l

n e t w o r k

C o m m u n i c a t e m

y e x p e r i e n c e s

C ompany / B r an

d B L OG

I n s t a n t M e s s e n g e r

C o m p a n y / B r a n d B L O G

Onl i n

e b r and e

d v i d eo c l i p

E x per t r ec ommend

at i on

T o o l s t o h e l p e x

p r e s s

A c c es s t o b r eak i ng news

R e c o m m e n

d a t i o n o f a

op

websiteVideo clip online featuring a brand





The impact




p

Social media is an incredibly dynamic environment.

Terms like “ riend” and “infuencer” are no longer adequate to describe the array o social activity andinteraction that is occurring amongst the vast communities now being built online.

A deeper understanding of consumer needs andmotivations is the key to unlocking a realunderstanding of social media and its users.

Social networks are becoming power ul hubs o interconnected communities but it’s not just peoplethat are connecting in the social media space. There is huge demand or a more social and interactiverelationships with brands.

Almost half of the Active Internet Universe has alreadyjoined a brand community.

These communities are also clearly having a huge bene t to the brands involved, driving brandloyalty, endorsement and sales.

However, understanding the nature o social demand or each consumer, category and market is thekey to creating a success ul social media experience.

What does this mean for your



69

y

business?Wave 5 – The Socialisation of Brands is an in-depth study and there are many other aspects thatwe are unable to cover in this report.

If you want to know how to operate in the new social media landscape and what this means for your

business please contact:-

EMEAGlen Parker Research Director - [email protected]

North AmericaHeidi BrowningEVP Global Digital [email protected]

Huw Grifths

EVP Global Director o [email protected]

APACNatalie PidgeonDirector IQ and Insights - [email protected]

LatAmMario MejiaStrategic Director - Colombia / [email protected]

About this report




Wave 5 - The Socialisation of Brands is part of UM’s ongoing research programme aimed atexploring the massive changes occurring in communication technologies.

The studies have been conducted annually since 2006.

The research is conducted by the UM EMEA research team in collaboration with the UM global

network of agencies.

If you have any questions about the research or future Wave projects please contact the EMEAresearch team

Glen Parker

Research Director [email protected]

Lindsey ThomasResearch Executive EMEA

[email protected]

© UM 2010

This report is printed on Cocoon Ofset :a paper produced using eco-sensitive technology

rom 100% recycled and de inked fbres



rom 100% recycled and de-inked fbres(FSC certifed)



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