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The business of social | Social media tracker 2012
What You Will See --
• Wave Defined
• The Continuing Story of Wave
• Executive Summary
• The Big Stories of Wave 6
• Social Movements
• The Power Of Social
• Connecting with Social Experiences
• The Impact: Summary
• What does this mean for your business?
The business of social | Social media tracker 2012
What is Wave?
• Wave is a social media study.
• Wave has retained the same methodology from Wave 1 to Wave 6, enabling comparison across
Waves.
• All research is conducted by the EMEA Research team in collaboration with the UM network of
agencies.
• The survey is carried out using UM’s in-house research system, Intuition.
• We have surveyed 41,738 16-54 Active Internet Users in 62 countries. 507 respondents came
from Philippines.
• All surveys are self-completed and the data collected is purely quantitative.
Why the Active Internet User?
• Active Internet Users are those that use the internet every day or every other day.
• Social media is driven by Active Internet Users.
• They drive adoption of platforms and tools and thus will determine which of these will become
dominant.
The business of social | Social media tracker 2012
15 countries 7,500 respondents
21 countries 10,000 respondents
29 countries 17,000 respondents
38 countries 23,200 respondents
62 countries 42,000 respondents
54 countries 37,600 respondents
October 1999: Launch
March 2002: Launch
January 2003: Launch
June 2003: Launch
September 2003: Launch
January 2004: Launch
December 2004: Launch
March 2005: Launch
August 2005: Launch
February 2006: Launch
September 2006: Launch
January 2007: Launch
January 2001: Launch
May 2003: Launch
August 2003: Launch
February 2004: Launch
January 2005: Launch
April 2005: First video uploaded to YouTube
August 2009: Xiaonei becomes RenRen
July 2008: Launch
October 2006: Launch
March 2007: Launch
April 2008: Facebook overtakes MySpace in popularity
August 2008: Over 100M users
October 2008: Launch September 2008:
First Android phone launch
Now more than 3.6Bn images on Flickr
June 2009: Launch
March 2009: Launch
April 2010: iPad released
July 2010: 100M check-ins
October 2010: “The Social Network” film released
March 2011: 100M members
June 2011: Over 200M tweets a day
December 2011: Over 845M active users
February 2010: Facebook mobile – 100M users
August 2010: Groupon is the fastest growing company of all time
December 2010: 100M users just 2.5 months after launch
April 2011: Valued at >$36Bn
June 2011: Launch
September 2011: QQ IM – over 700M active users
TEXTUAL
MOTIVATIONA
L
SOCIAL
BUSINESS
INFLUENTIAL
VISUAL
The Story of
Wave
The business of social | Social media tracker 2012
The Expanding Wave Universe
Wave 1 Australia
China France
Germany Italy
India Japan Korea
Mexico Philippines
Russia Spain
UK US
62 countries
Wave 2 Australia
Brazil China
France Germany
Greece India Italy
Japan Korea
Malaysia Mexico
Pakistan Philippines
Russia Singapore
Spain Taiwan
Thailand UK US
Wave 3 Australia
Austria Brazil
Canada China
Czech Republic Denmark
France Germany
Greece Hong Kong
Hungary India Italy
Japan Korea
Mexico Netherlands
Pakistan Philippines
Poland Romania
Russia Spain
Switzerland Taiwan Turkey
UK US
Wave 4 Australia
Austria Belgium
Brazil Canada
China Colombia
Czech Republic Denmark Ecuador Finland France
Germany Hong Kong
Hungary India Italy
Japan Korea Latvia
Lithuania Malaysia
Mexico Netherlands
Norway Peru
Philippines Poland
Portugal Romania
Russia Singapore
South Africa Spain
Sweden Turkey
UK US
Wave 5 Algeria
Argentina Australia
Austria Bahrain Belgium
Brazil Canada
Chile China
Colombia Czech Republic
Denmark Ecuador
Egypt Estonia France
Germany Hong Kong
Hungary India Italy
Ireland (ROI) Japan Korea
KSA Kuwait Latvia
Lebanon Lithuania Malaysia
Mexico Netherlands
Norway Oman
Philippines Poland
Portugal Qatar
Romania Russia Serbia
Singapore Slovakia
South Africa Spain
Sweden Taiwan
Thailand Tunisia Turkey
UAE UK
Ukraine US 41,738
respondents
Wave 6 Algeria
Argentina Australia
Austria Bahrain Belgium
Brazil Canada
Chile China
Colombia Croatia
Czech Republic Denmark Ecuador
Egypt Estonia France Finland
Germany Greece
Hong Kong Hungary
India Italy
Ireland (ROI) Japan
KSA Kuwait Latvia
Lebanon Lithuania
Macedonia Malaysia
Mexico Netherlands
Norway Oman
Philippines Poland
Portugal Puerto Rico
Qatar Romania
Russia Serbia
Singapore Slovakia
South Africa South Korea
Spain Sweden
Switzerland Taiwan
Thailand Tunisia Turkey
UAE UK
Ukraine US
Vietnam
Philippines
The business of social | Social media tracker 2012
Welcome to Wave 6 – The Business of Social
• Social media continue to grow rapidly in the Philippines. However, as a medium for marketers, it
is still very much on its infancy. Popular measures of success, such as “Likes”, posts or Tweets,
are mere proxies for other more meaningful brand objectives, and suggests just a one-
dimensional social experience. Perhaps, this is one reason why so many social media
strategies look the same, using familiar platforms in familiar ways to achieve similar goals.
• With Wave 6 we intend to address this challenge. Wave 5 – The Socialisation Of Brands
showed us that people want vastly differing social relationships with brands. Wave 6 – The
Business Of Social tells us what these social relationships can deliver for brands. Do
brands make customers feel valued through rewards and feedback, do they provide an in-depth
information about the product or do they encourage people to recommend the brand to others?
• Our research has revealed a complex environment where consumers want varying degrees of
social relationship with brands per category. And each experience can be harnessed to meet
specific marketing objectives. Thus, knowing the value of an experience means we can build a
social media strategy that is focused to meet a marketing objective, rather than starting with how
to exploit an existing social platform.
The business of social | Social media tracker 2012
The Wave 6 Story – in 3 Parts:
SOCIAL MOVEMENTS
THE POWER OF SOCIAL
CONNECTING WITH SOCIAL EXPERIENCES
The business of social | Social media tracker 2012
Executive Summary
SOCIAL MOVEMENTS
• The story so far in social networking has been one of incredible growth. And
this growth is manifested in both the depth and breadth that it has achieved.
• It is undeniably pervasive. Social networking is almost second nature to net users as
penetration is almost at saturation (9 out of 10 would have an SNS profile). On top of that,
there is no indication yet that this will slow down as majority (7 out of 10) continue to create
profiles in new social networking sites. So we have to be always on the lookout for
upcoming gems in the social networking scene.
• It is undoubtedly involving. People are spending an increasing amount of time on social
media to the point that they are now legitimate rivals to all forms of media.
• Engagement time in the internet and social media overpowers traditional
media. Active internet users spend almost double the amount of time on the net vs.
television. And while the internet is dominated by the youth (16-24 years old), we
see older adults (45-54 years old) as the most engaged group in social networks in
terms of time spent. The pervasiveness of social media signifies that we cannot
discount its use even for market segments that were traditionally known to be non-
internet savvy.
The business of social | Social media tracker 2012
Executive Summary
• Consumers are slowly veering away from siloed, one-dimensional websites
(e.g. brand sites, specialist sites like messaging or photo sharing) in favor of the
multi-stimulation offered by social media.
• Social sites have created overlaps with other platforms. And other platforms have tried to
translate and infuse their own agenda into social networks. Currently, this is being
embraced by consumers and thus implies that brands need to reach out to consumers in
social spaces. It remains to be seen whether, in the future, consumers will find this to be a
boon or bane.
• Social networks are very strong in feeding emotional needs (connect, belong, share, be
entertained). But it decreases in salience in more logical, functional needs (e.g. knowledge,
learning, seek opinions, commerce), which can be satisfied by brand sites, blogs or forums.
This presents various opportunities for brands to remain distinct, complementary and
synergistic with social networks to be able to maximize the power of both types of platforms.
• Social networking posts several conundrums reflecting the “push and pull”
attitude it induces among consumers. This suggests they may have logical
concerns but the emotional lure is also tough to ignore.
• People are concerned about online data privacy (7 out of 10). But a majority (71%) believe
social sites to be an integral part of their lives. With this, users seem to be fully prepared to
share data in return for the benefits that social platforms bring.
• People think there are too many companies getting involved in social networks (7 out of 10).
But they also think more positively of companies that have social pages (60%) and admit to
discovering brands they like through social sites (69%).
The business of social | Social media tracker 2012
Executive Summary
THE POWER OF SOCIAL
• Social experiences deliver very clear value to brands. In harnessing that value,
two things are key to keep in mind:
• The kind of interaction the consumer wants to have with the brand or company. It’s not a
one-size-fits-all; the relationships or experiences desired by the consumer can vary with
every product category. While giving freebies are generally desired, consumers are looking
for various depths of engagements (e.g. learning, advice, tools for managing their lives).
Brands need to tap into the right kind or depth of involvement they want to elicit from
consumers.
• Which of these interactions deliver the brand’s marketing objectives. One cannot always
rely on paradigms as to what levers drive the desired outcome. Discounts and vouchers
which are traditionally seen as only trial inducing can also drive commitment in certain
categories. Opportunity to learn skills, and not just freebies, can generate trial for some
product segments.
• Online experiences can foster long-term values for brands. Beyond reach and
message delivery, the social space can deliver more enduring benefits depending on
how it is leveraged. A simple personal response to people’s complaints, for instance,
can nurture commitment or involvement more than prizes or rewards. It is thus
important for brands to plot what they expect to get from social interactions and know
what can connect with consumers to deliver it. • qqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqq qqqqaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaww wwwwwwww wwwwwwww wwwwwwww wwww
The business of social | Social media tracker 2012
Executive Summary
CONNECTING WITH SOCIAL EXPERIENCES
• The consumer now has more options on devices by which they could go online.
But not all of these devices are a suitable environment for every experience. As
an example, PCs or laptop computers cut across different functionalities but newer
devices have created their own niche. New gadgets (tablets, smart phones, game
consoles) increase in relevance when it comes to entertainment, fun and leisure
activities. Marrying the right experience to the right device is key to creating a
compelling digital strategy.
• More devices mean more pervasive social connections. Handheld gadgets are
growing. Expect internet connectivity to further grow as this will defy time and
geographical barriers.
THE IMPACT: SUMMARY
The business of social | Social media tracker 2012
Be ready to change paradigms, think flexibly and move with a lot of
agility
• Our research shows that social experiences can be very powerful, creating
strong connections with the consumer. These arena is very dynamic. It
evolves rapidly and is creating consumer responses that are different from
what we are used to. It is important that we embrace the surprises this new
media brings and exploit its potential to meet the brand’s objective.
Focus on what value your brand expects from the social space
• Beyond embracing digital – it is crucial to know what value these social
connections bring to the brand. So do not spend time and investment on a
social experience that you don’t know it’s value of or doesn’t meet your
brand’s challenges. It’s necessary to look at both the consumer’s needs
and your own objectives if you are to build something that not only connects
to the consumer but also helps build value for your brand.
The business of social | Social media tracker 2012
“Is Social Media working for you?
Or are you working for Social
Media?”
THANK YOU
