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State of Social Media
@Tom
OB
Tom O’Brien, SVP NM Incite
Brought to you by city partners:
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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Copyright 2011 NM Incite.
THE STATE OF SOCIAL MEDIA TODAYGetting Started
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Copyright 2011 NM Incite.
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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
Copyright 2011 NM Incite.
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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
Copyright 2011 NM Incite.
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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
Copyright 2011 NM Incite.
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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
Copyright 2011 NM Incite.
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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
Copyright 2011 NM Incite.
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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
Copyright 2011 NM Incite.
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
Copyright 2011 NM Incite.
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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
Copyright 2011 NM Incite.
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Why this matters to brandsSo What?
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Copyright 2011 NM Incite. Confidential and proprietary.
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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
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
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Copyright 2011 NM Incite. Confidential and proprietary.
63
62
50
47
45
34
30
15
9
8
7
Chart TitleConsumers ratings
Consumer reviews
Company's website
Call Center
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
Copyright 2011 NM Incite. Confidential and proprietary.
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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
Copyright 2011 NM Incite. Confidential and proprietary.
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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)
Copyright 2011 NM Incite.
Details matter, what you look for matters, where you look matters
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Analyzing the Online Conversation
Copyright 2011 NM Incite. Confidential and proprietary.
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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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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
Copyright 2011 NM Incite. Confidential and proprietary.
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Kraft wanted to know what social listening could reveal about burger category product trends and consumer needs
Copyright 2011 NM Incite.
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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.
Copyright 2010 NM Incite. Source: NM Incite
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
Copyright 2011 NM Incite. Confidential and proprietary.
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.
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.
Copyright 2011 NM Incite.
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Health discussion breakdown
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Who is talking?
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Who is talking?
Copyright 2011 NM Incite.
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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.
Copyright 2011 NM Incite.
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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
Copyright 2011 NM Incite.
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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.
Copyright 2011 NM Incite.
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