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CHICAGO | SEPTEMBER 19-23, 2011 socialmediaweek.org/ chicago @SMWChicago | #SMWChicago State of Social Media @ T o m O B Tom O’Brien, SVP NM Incite Brought to you by city partners:
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Page 1: State of Social Media - SMW Chicago

C H I C AG O | S E P T E M B E R 1 9 - 2 3 , 2 0 1 1

soc i a lmed i aweek . o r g /ch i c ago@ S M W C h i c a g o | # S M W C h i c a g o

State of Social Media

@Tom

OB

Tom O’Brien, SVP NM Incite

Brought to you by city partners:

Page 2: State of Social Media - SMW Chicago

Copyright 2011 NM Incite. Confidential and proprietary.

NM Incite -- The basis of our perspectives on social media

Trusted data provider, leveraging proprietary technology and buzz sources from 120+ million social media sites – across Twitter, Facebook, blogs, message boards, and customer reviews

Global reach, in 15 countries (and growing)Access to Nielsen’s proprietary consumer panels for online, TV, and retail purchases

Benchmarks and insights from over 150 clients, especially in health care, CPG, retail, auto, CE, financial services

Market leader in enterprise social media monitoring/ analytics (Source: Forrester)

Industry-leading expertise in digital marketing, product development, and service operationsCapability-building initiatives to enable incorporation of social media into core organizational processes

Functional expertise in translating social media metrics and insights into action and sustained improvement

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THE STATE OF SOCIAL MEDIA TODAYGetting Started

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Social networks and blogs are still the top destination online

SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011

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Females and 18-34 year olds

most active social

networkers

SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011

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U.S. Internet users spent more time on Facebook than any other web brand

SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011

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Emerging social networkTumblr nearly tripled its unique U.S. audience over the last year

SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011

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Mobile social media use

is on the rise

SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011

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Social networking app usage is up 30%

SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011

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10 SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011

More women view video on social networks, but men watch longer

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Active social media users are influential offline

SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011

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Why this matters to brandsSo What?

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…what is driving all of this social media activity?

% Social Media Users Ever Doing Activity

Family Contact

Find/Maintain Old Friends

Find New Friends

Read Consumer Feedback

Learn about Products

Get Coupons, Promos

Give Positive Feedback

Give Negative Feedback

Entertainment

Creative Outlet

Gaming

“How To” Info

Follow Celebrities

Dating

Family / Friends

Products / Services

Lifestyle / Entertainment

Career / Networking

Business Contact

Find a Job

SOURCE: NM Incite – The State of Social Media Survey, 2011

26% of online discussion mentions a product, service or

brand

Page 14: State of Social Media - SMW Chicago

Copyright 2011 NM Incite. Confidential and proprietary.

What type of review / rating content is created online? % Social Media Users1

Restaurants

Home electronics

Food/beverages

Entertainment

Travel/leisure

Appliances

Automobiles

Clothing/fashion

Beauty/cosmetics

Financial/Banking

Toys

Jewelry/accessories

Baby care

26

20

24

33

28

16

21

22

20

19

22

23

16

% that create online reviews

Note: 1) % respondents that have reviewed/rated and/or shared content about products/services online within the past year across any product/service category (LH chart) or specific product service (RH chart); 2) Real % difference between those ‘likely’ to ‘very likely’ to consume vs. create

SOURCE: NM Incite – The State of Social Media Survey, 2011

Creation of content about toys, jewelry and

baby care is concentrated – far

more people consume this content vs.

creating

In fact, 3 in 5 online consumers create review/rating content about products and services online…

Additional % that consume online reviews / ratings2

14

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63

62

50

47

45

34

30

15

9

8

7

Chart TitleConsumers ratings

Consumer reviews

Company's website

Call Center

Email

Video Clip

Live Chat

Company’s Facebook

Mobile app

Online advertisement

Company’s Twitter

What is the preferred source for product & service information?% Social Media Users1

Note: 1) % survey respondents selecting 4 or 5 on a scale of 1=not important and 5=very important for using the specific platform for information about products / services; 2) % survey respondents selecting 4 or 5 on a scale of 1=unlikely and 5=very likely for using social media across various products/services

Social Media

What products / services are researched via social media?% Social Media Users Likely to Use Social Media for Category2

Restaurants

Entertainment

Travel/leisure

Food/beverages

Home electronics

Automobiles

Clothing/fashion

Appliances

Beauty/cosmetics

Toys

Jewelry/accessories

Financial /banking

Baby care

… and prefer to receive product and service information through other consumers’ ratings and reviews

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Copyright 2011 NM Incite. Confidential and proprietary.

16SOURCE: BAQ buzz data; RDD survey

Percent difference in consideration between exposed and control

1 Buzz net sentiment = (positive – negative)/(positive + negative + mixed)

R2 = 0.72311Q, 2Q average

Buzz net sentiment1

Panasonic

LG

Sharp

Samsung

Sony

Difference in TV purchase consideration of consumers exposed to buzz correlated with net sentiment, 1H 2010

▪ A strong positive relationship exists between online net sentiment toward a brand and purchase consideration

▪ Among the 6 TV brands analyzed during Q1 and Q2 2010, on average, a 0.1 increase in the net sentiment about a brand corresponds to a 6% increase in purchase consideration toward the brand among individuals exposed to online buzz.

CLIENT EXAMPLE

0

10

20

0.250.150.05 0.10 0.20

This matters to consumer brands because exposure to buzz drives purchase intent

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…and social media platform preferences vary significantly by product and service category, eliminating a “one-size-fits-all” approach

SOURCE: NM Incite – The State of Social Media Survey, 2011

What is the preferred source for product & service information by category?Bubble Size=Relative % of Internet Users Using Social Media for Category Research

Preference for Social Media

Sources1

Preference for Live Company Sources

(e.g. call center, email, online chat)

Restaurants

Entertainment

Travel/leisure

Food/beverages

Home electronics

Automobiles

Clothing/fashion

Appliances

Beauty/cosmetics

Toys

Financial /banking

Baby Care

Restaurants

Higher

Higher

Lower

High Information Requirements

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…and social media users are eager to assist companies with new product development

I get asked my opinion on new products % Social Media Users

18-34

35-54

55+

I am a trendsetter% Social Media Users

18-34

35-54

55+

I want to customize products% Social Media Users

18-34

35-54

55+

I want to give product improvement recs% Social Media Users

18-34

35-54

55+

Note: All charts show % respondents rating 4 or 5 on a scale of 1=strong disagree and 5=strongly agree to the statements SOURCE: NM Incite – The State of Social Media Survey, 2011

Females are more likely than males to

tell others about products that they like (81% of females

vs. 72% of males)

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Details matter, what you look for matters, where you look matters

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Analyzing the Online Conversation

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“Listening” to online conversations can be more powerful than asking for opinions via traditional research methods…

SOURCE: NM Incite proprietary research

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18

25

40

68Environmentallyfriendly

Fit well

More comfortable

Healthier

Cost effective

Attributes tested in survey questionsPercent agreeing strongly

4

8

10

16

24

28

2

42

Environmentallyfriendly

Cost

Organic

Cheaper

Flushable

Home birthing

Home schooling

Diaper rash

Attributes mentioned by consumers onlineRelative score

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Kraft wanted to know what social listening could reveal about burger category product trends and consumer needs

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International: World Cup

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Copyright 2010 NM Incite. Source: NM Incite

Timeframe: June 17 – July 24, 2010

Attention Turns Toward Finalists, Disappointments

World Cup Finalists, Spain and The Netherlands draw the greatest buzz, alongside some of the first round disappointments including Italy and France.

Dutch players such as Sneijder and Robben, although on the losing side of the World Cup final, are more closely correlated to the World Cup topic than Spanish stars Iniesta and Casillas.

Although Landon Donovan, Jozy Altidore and Clint Dempsey remain fan favorites, international superstars such as Messi and Ronaldo maintain their popularity throughout the tournament.

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As the final nears, discussion shifts from pre-event controversies to the World Cup’s positive effect on South Africa

2/15-5/15 6/17-7/24

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25Timeframe: June 17 – July 24, 2010

Italian buzz is plagued with negativity Consumers blame Marcello Lippi for the Italian team’s disastrous performances; they used strong words to describe the bad competition, comparing the performance to the 1974 expedition when Italy was eliminated in the first round.

Forlan, Messi, Schneyder, Villa and Iniesta are cited as the “most talented players” of the contest.

Excluded players are still in users’ discussions. Consumers also mention the new Italian coach Cesare Prandelli.

The world expedition of Capello, Domenech and Maradona turned out as a failure for the three favorite teams aiming to gain the title.

Octopus Paul became famous for its predictions.

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Copyright 2010 NM Incite. Source: NM Incite

Timeframe: June 17 – July 24, 2010

Many in the UK blame referees for bad calls

“Referee” is highly correlated to “defeat”, reflecting the widespread blame and criticism of the referee’s decisions in the England vs. Germany match. The Premier League is also linked with defeat, Capello claimed England’s poor performance was due to the players being tired after the last season. Other commentators claim there is a lack of home grown talent due to the number of foreign players in the Premier League.

Discussion of the final is central to UK post World Cup discussion.

Despite not scoring in the World Cup, Rooney is still linked to scoring/winning in UK discussion.

Maradona appears correlated to Lampard in the discussion, as he criticized the referee’s decision about Lampard’s goal against Germany.

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Health discussion breakdown

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Who is talking?

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Who is talking?

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Two cancers, different discussion

Breast Cancer• Discussion feels hopeful:

“no longer a death sentence”• Largely patient-driven• Highly engaged

Brain Cancer• High level of fear and frustration• Highly caregiver-driven• Very highly engaged

Brain Cancer: 22,800 messages

Breast Cancer: 124,000 messages

Volume of discussion Prevalence:Authors

SOURCES: Cancer prevalence data: US National Cancer Institute's Surveillance Epidemiology and End Results (SEER), 2007. Buzz is measured across NM Incite’s Healthcare dataset, 1/1/2010-12/31/2010.

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Sampling the conversationBreast Cancer

“I can related to the emotions impact of breast cancer  you are feeling , I was shocked, scared, angry, overwhelmed , crushed ,

hopeless, when the doctors informed me … in order for me to survive this I had to take life with

cancer one day at a time , surrounded myself with family,

friends , prayer and faith . … you are not along in this fight , I will keep you and your family in my

prayers.” National Breast Cancer Foundation Forums, 2011-01-29

Brain Cancer

“Brain cancer is so awful. My mom is still in treatment, she has about 10 more avastin treatments left.

She is 72, somewhat weak, hardly talks because she can't think of the right word to say and does nothing but sit in a chair all day and look

out the window. I wonder what will happen once treatment ends, will

she get any better or can we expect more of the same for the

rest of her life.” CancerCompass.com, 2011-01-13

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My Top Ten Lessons Learned

1. What people say to each other is more important than what we say to them.

2. People no longer rely on brands for information.

3. Brand mentions are just the tip of the iceberg – somewhere between 5% and 30% of the relevant category conversation.

4. If you want to participate be helpful, human and humble.

5. When you participate, put the community’s interests & first.

6. Connect to what people already care about, don’t just make stuff up.

7. If you want new ideas, look beyond your category.

8. Companies who adopt social media now can drive competitive advantage. Those who don’t will eventually do it just to keep up.

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Questions? Thank you!

[email protected]@TomOB

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State of the Media: The Social Media Report Q3 2011http://blog.nielsen.com/nielsenwire/social/

Healthcare Social Media by the Numbershttp://www.nmincite.com


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