Wave 5 - The Socialisation of Brands

The Socialisation of Brands
Social media tracker - 2010
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
Executive Summary
Social media is an incredibly dynamic environment. Terms like friend and influencer are no longer adequate. A deeper understanding of consumer needs and motivations is the key to unlocking a real understanding of social media and its users. Social networks are becoming powerful hubs of interconnected communities but its not just people that are connecting in the social media space. There is huge demand for a more social and interactive relationships with brands. Almost half of the Active Internet Universe has already joined a brand community. These communities are also clearly having a huge benefit to the brands involved, driving brand loyalty, endorsement and sales. However, understanding the nature of social demand for each consumer, category and market is the key to creating a successful social media experience.
Introduction
Hello
Welcome to Wave:
The largest and longest running dedicated social media study in the world.
The continuing Wave story

15 countries 7,500 respondents 21 markets 10,000 respondents
29 countries 17,000 respondents

6
The expanding Wave universe
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 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 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 2
Australia Brazil China France Germany Greece India Italy Japan Korea Malaysia Mexico Pakistan Philippines Russia Singapore Spain Taiwan Thailand UK US
Wave 1
Australia Brazil China France Germany Italy India Japan Korea Mexico Philippines Russia Spain UK US
37,600
respondents
54
countries
Methodology
Q: Thinking about the internet, which of the following have you ever done? Wave has retained the same methodology from Wave 1 to Wave 5, enabling comparison across Waves All research is conducted on UMs inhouse research system, Intuition We have surveyed 37,600 16-54 Active Internet Users in 54 countries
% Ever Done
100%
Read blogs / weblogs
90% 80% 70% 60% 50%
All surveys are self-completed and the data collected is purely quantitative
Start my own blog/ weblog Leave a comment on a blog site Upload my photos to a photo sharing site Upload a video clip to a video sharing site Watch video clips online Create a profile on a social network Manage a profile on a social network Visit a friend's social network page
40% 30% 20% 10% 0%

Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Sep 06 June 07 March March July 08 09 2010
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 they will determine which tools and platforms become dominant
The social challenge for brands
The Socialisation of Brands roadmap

Understand how and, more importantly, why people use social media Map the social landscape of the category you are operating in and where your consumer fits in that landscape Identify the social needs of the consumer Identify the platforms that best meet those needs
The new social landscape

Means and motives
11
Understanding means and motives

Q: Which of the following do a good job when you want to...
Stay in touch with friends Share new experiences Share knowledge Be creative
50 40 30 20
Change opinions Earn respect Explore the world around me
Seek other people's opinions
10 0
Express yourself
Promote yourself
Feel like you belong
Meet new people
Hang out or waste time Have Fun/be entertained Keep up to date Learn something new
Manage my life better Make money Make contacts for work
Instant Messenger
Message Boards
Blogs
Video Sites
12
Multi-faceted social networks

Q: Which of the following do a good job when you want to...
Stay in touch with friends Share new experiences Share knowledge Be creative
50 40 30 20
Change opinions Earn respect Explore the world around me
Seek other people's opinions
10 0
Express yourself
Promote yourself
Feel like you belong
Meet new people
Hang out or waste time Have Fun/be entertained Keep up to date Learn something new
Manage my life better Make money Make contacts for work
Instant Messenger
Message Boards
Blogs
Video Sites
Social Networks
13
The gravitational pull of social networks
14
Growing fast
90% Create a profile on a social network 80% Manage a profile on a social network Visit a friend's social network page
70%
60%
% Ever Done
50%
40%
30%
20%
10%
0% Wave 1 Sep 06 Wave 2 June 07 Wave 3 March 08 Wave 4 March 09 Wave 5 July 2010
Q: Thinking about the internet, which of the following have you ever done?
15
And this is a truly global movement
80%
61.4%
60% 40% 20% 0%
51.4% 45.1%
Global
68.4% 58.1% 48.3% 33.1% 47.4% 51.4%
64.8%
66.1%
79.8% 53.4% 55.5% 58.6%
USA
China
Russia
UK
63.6% 53.9%
74.5% 51.4%
62.8%
72.5% 53.9% 34.4% 24.0% 36.6% 27.2% 61.4%
Brazil
India
Italy
Germany
61.4% 46.2% 29.9% 26.3% 43.4%
53.2%
Q: Thinking about using the internet, which of the following have you done in the last 6 months? - Manage a profile on an existing social network
Wave 3 Wave 4 Wave 5
Spain
France
16
A pull of people...
60
Face to face Phone
50
Text message
Average number of people
Email
40
Instant Messenger Social Network
30
My personal blog Forum/message boards
20
10
Wave 3 2008
Wave 4 2009
Wave 5 2010
Q: Approximately how many people do you stay in contact with in your personal life through the following means?
17
...and activity
80%
Message friends
70%
Find old friends Find new friends Dating
60%
50%
Update my profile
40%
30%
20%
10%
0%
Wave 3 2008
Wave 4 2009
Wave 5 2010
Q: Which of the following have you done with your social networking profile, amongst those who have used a social network in the last 6 months
18
This is community growth on a phenomenal scale

53.0 39.5 31.2 16.7 31.8 15.6 50.0
60
38.8
52.0
40 20 0
Global
29.7
47.0 36.3 30.7
57.0 40.6
USA
China
Russia
UK
74.0 50.5 57.5 43.2 17.6 57.9 58.0 34.6
66.0 25.2 14.1
41.0
Brazil
India
Italy
Germany
47.0 34.7 23.8 16.5 11.7 40.0
Q: Approximately how many people do you stay in contact with through the following means? Social Network (average)
Wave 3 Wave 4 Wave 5
Spain
France
19
Content sharing still continues

100% 90% 80%
Visit a photo sharing website Upload my photos to a photo sharing website
70% 60% 50%

Watch video clips online Upload video clip to video sharing website
40% 30% 20% 10% 0% Wave 3 2008 Wave 4 2009 Wave 5 2010
Q: Thinking about using the internet, which of the following have you done in the last 6 months?
20
But is starting to migrate

Q: Which of the following have you done with your social networking profile? - Amongst those who have used a social network in the last 6 months
70%
Upload photos
60%
Upload videos
50%
40%
30%
20%
10%
0% Wave 3 2008 Wave 4 2009 Wave 5 2010
21
Blogs & forums move away from personal topics

Q: When you read blogs, which of the following types of blogs do you read most often?- Amongst those who have read a blog in the last 6 months, Which of the following have you done with your social networking profile? - Amongst those who have used a social network in the last 6 months
50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Wave 3 2008 Wave 4 2009 Wave 5 2010
Personal Blogs (diary sites) Family/friend Blogs
Write a blog on my social network
22
And specialise
Q: When you read blogs, which of the following types of blogs do you read most often? - Amongst those who have read a blog in the last 6 months 40%
News/Current Affairs Product recommendations
35%
Music Technology
30%
Business (general news & opinion) Business news- relevant to my current job
25%
A company/brand blog Science Sport
20%
Film/TV Gaming
15%
Travel (holidays, destinations) Celebrities
10%
Wave 3 2008 Wave 4 2009 Wave 5 2010
23
Blogging
Declining or stabilising in Western countries, but growing in others
100% 80% 60% 40% 20% 0%

Global
55.3%
60.6%
64.5%
74.9% 45.6% 50.2% 46.7%
75.7%
79.6% 59.3% 63.4% 54.6% 50.7% 41.3% 40.8%
USA 74.5% 40.9% 72.4%
China 63.1% 63.3%
Russia
UK
62.2%
61.9% 51.0% 51.5% 35.2% 36.3% 29.6%
Brazil
India
Italy
Germany
63.6%
55.9%
60.3% 45.6% 50.2% 46.7%
Q: Thinking about using the internet, which of the following have you used in the last 6 months? - Read blogs / weblogs
Spain
France
Wave 3
Wave 4
Wave 5
24
The rise of microblogging

Q: Thinking about using the internet have you used a microblogging service like Twitter or Jaiku in the last 6 months?
40%
35% 30%
25% 20%
15% 10%
5%
0% Wave 4 2009
Wave 5 2010
25
The rise of microblogging

Q: Age and gender profile of people who have used a microblogging service in the last 6 months
45-54, 8% 34.6% 34-44, 19% 25-34, 32% 16-24, 41% 65.4%
45-54, 8% 42.6% 34-44, 20% 25-34, 33% 16-24, 39% 57.4%
Wave 4
2009
Wave 5
2010
26
The future face of social media
27
The new engine of social media
28
Smartphone ownership drives mobile internet use

Q: % of people who access the internet via a mobile device and the % of smartphone owners who access the internet via a mobile device 60%
50%
40%
30%
20%
10%
0%
GLOBAL China Russia UK US India Italy Germany France Spain Brazil
Mobile device
Smartphone owners
29
And the use of social media

Q: Thinking about using the internet on your mobile device, which of the following have you done in the last 6 months? - Amongst all who have accessed the internet via a mobile device and smartphone owners 0%
Use Instant Messenger Watch video clips online (e.g youtube.com) Read blogs / weblogs Visit a friend's social network page Visited an official company / brand websites Visit a photo sharing website (e.g flickr.com) Visit a message board / forum Upload my photos to a photo sharing website Shared a music file / mp3 with a friend Started a topic on a message board/ forum Post / write stories for my own blog / weblog Manage a profile on an existing social network Leave a comment on a blog site Share a video clip with a friend Used micro blogging service like Twitter/Jaiku Joined an online community around a brand/prod Upload a video clip to a video sharing website Create a video to upload online Joined a professional social networking site Created an online community around brand/prod
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Mobile device
Smartphone owners
30
A connected generation
31
32
Understanding means and motive is everything

Social media is an incredibly dynamic environment A deeper knowledge of consumer needs and motivations is the key to unlocking our understanding 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 a missing piece of the puzzle Do consumers want a relationship with brands? What kind of social experience are people looking for with brands?
33
Are people moving away from traditional brand spaces online?

Q: Thinking about using the internet, have you visited an official brand/company website in the last 6 months?
86% 84% 82% 80% 78% 76% 74% 72% 70% Wave 3 2008 Wave 4 2009 Wave 5 2010
34
There is certainly a move towards engaging brands in social spaces

Q: Which of the following have you done with your social networking profile? -Amongst those who have used a social network in the last 6 months
50%
Wave 4 2009 Wave 5 2010
40%
30%
20%
10%
0%
Affiliate with or become a fan of a brand Join a group
35
Large numbers are already joining brand communities

Q: Have you ever joined a brand community online?
100%
50%
0%
36
Is this true for all categories?
Health 75%
Movies 74% Food 70%
Music 73%
Travel 71% Finance 67% Cars 63%
Telecomms 71%
Software 71%
Q: Amongst those who show an interest in an category, how many want an interaction with companies in that category (i.e. At least one or more interaction). These included a range of interactions from getting access to advance news of products to being able to access decision makers and influence product development
37
So why are people joining brand communities?

Q: Agreement with the descriptions of why they joined a brand community amongst those have ever joined a brand community online by region.
To support a cause I like 100% To get advance news of products 80% 60% 40% Because it was recommended to me 20% 0% To associate with something I think is cool To share my appreciation with others
To fill time/have fun
To learn more about it
To get free content
To feel part of a like-minded community
LatAm
Middle East & Africa
Asia & Oceania
North America
Europe
38
What is the benefit to brands?

Q: As a result of joining a brand community, please indicate how much you agree with the following statements?
72%
71%
66%
63%
I thought more positively of the brand
I am more likely to buy the brand
I felt more loyal towards the brand
I recommended others to join
39
Which type of brand communities create the most positive brand benefit?
Q: % reason why people, who thought more positively about the brand after joining, joined a brand community
To feel part of a like-minded community 80% To get free content 60% 40% To get advance news of products To share my appreciation with others To associate with something I think is cool
20% 0%
72%
To learn more about it
Because it was recommended to me
I thought more positively of the brand
To fill time/have fun
To support a cause I like
40
The Socialisation of Brands roadmap

Understand how and, more importantly, why people use social media Map the social landscape of the category you are operating in and where your consumer fits in that landscape Identify the social needs of the consumer Identify the platforms that best meet those needs
41
The social landscape of categories

Q: Thinking about how you seek and share information regarding different products and services, which of the following statements best describe how you seek and share information in each of the following categories? Numbers of consumers (in 000s). Note: consumers can be active in more than one segment within a category.
Wines, spirits & alcohol Non-alcoholic drinks Luxury goods Cosmetics Console/P.C. Gaming Sport Cars Portable technology Fashion Energy & environment Computer Hardware Personal finance Household products Home technology Travel Mobile phones and services Computer Software Food Health & well being Music Movies
I create content and collaborate with people and companies in this category I share opinions, content and information in this category I often seek information in this category to keep up to date I sometimes seek information in this category when I need it
42
Different categories, different needs

Q: Thinking about companies in the following categories, which of following statements describes the kind of interaction you would like to have with these companies? amongst those who show an interest in the category.
Access to fun and entertaining content Contact employee decision makers & influence product development
50% 40% 30% 20% 10% 0%

An opportunity to learn something new Access to breaking news
Tools help express creativity & make something worth sharing
An opportunity to develop my skills
Access to unique events or competitions
A personal response to my issues/complaint s
Communicate & share experiences with others
Movies
Health & well being
43
Different audiences, different needs

Q: Thinking about companies in the computer software category, which of following statements describes the kind of interaction you would like to have with these companies? amongst those who create content or seek information in the category.
An opportunity to learn something new
100%
Access to unique events or competitions
80% 60%
An opportunity to develop my skills
Contact employee decision maker & influence prod development
40% 20% 0%
Access to breaking news
Tools help express creativity & make something worth sharing
Free coupons/money off vouchers
A personal response to my issues/ complaints I create content and collaborate with people and companies in this category I often/sometimes seek information in this category to keep up to date Communicate & share experiences with other customers
Access to fun and entertaining content
44
Mapping needs to platform
45
The impact
46
The impact
Social media is an incredibly dynamic environment.
Terms like friend and influencer are no longer adequate to describe the array of social activity and interaction that is occurring amongst the vast communities now being built online.
A deeper understanding of consumer needs and motivations is the key to unlocking a real understanding of social media and its users.
Social networks are becoming powerful hubs of interconnected communities but its not just people that are connecting in the social media space. There is huge demand for a more social and interactive relationships with brands.
Almost half of the Active Internet Universe has already joined a brand community.
These communities are also clearly having a huge benefit to the brands involved, driving brand loyalty, endorsement and sales. However, understanding the nature of social demand for each consumer, category and market is the key to creating a successful social media experience.
47
What does this mean for your business?

Wave 5 The Socialisation of Brands is an in-depth study and there are many other aspects that we 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:-
Example
Glen Parker Research Director EMEA Glen.Parker@umww.com
48
About this report

Wave 5 - The Socialisation of Brands is part of UMs ongoing research programme aimed at exploring 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 EMEA research team
Glen Parker
Research Director EMEA Glen.Parker@umww.com
Lindsey Thomas
Research Executive EMEA Lindsey.Thomas@umww.com
49
Thank you
50

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The Socialisation of Brands

Social media tracker - 2010

The Socialisation of Brands

The Socialisation of Brands

The Socialisation of Brands

The Socialisation of Brands

The Socialisation of Brands

The continuing Wave story

29 countries 17,000 respondents

38 countries 23,200 respondents

54 countries 37,600 respondents

The expanding Wave universe

90% 80% 70% 60% 50%

40% 30% 20% 10% 0%

The Socialisation of Brands

The social challenge for brands

The Socialisation of Brands

The Socialisation of Brands roadmap

The new social landscape

The Socialisation of Brands

Understanding means and motives

Change opinions Earn respect Explore the world around me

Seek other people's opinions

Feel like you belong

Meet new people

Manage my life better Make money Make contacts for work

The Socialisation of Brands

Multi-faceted social networks

Change opinions Earn respect Explore the world around me

Seek other people's opinions

Feel like you belong

Meet new people

Manage my life better Make money Make contacts for work

The Socialisation of Brands

The gravitational pull of social networks

The Socialisation of Brands

And this is a truly global movement

60% 40% 20% 0%

68.4% 58.1% 48.3% 33.1% 47.4% 51.4%

79.8% 53.4% 55.5% 58.6%

72.5% 53.9% 34.4% 24.0% 36.6% 27.2% 61.4%

61.4% 46.2% 29.9% 26.3% 43.4%

The Socialisation of Brands

Average number of people

My personal blog Forum/message boards

The Socialisation of Brands

Find old friends Find new friends Dating

This is community growth on a phenomenal scale

47.0 36.3 30.7

74.0 50.5 57.5 43.2 17.6 57.9 58.0 34.6

66.0 25.2 14.1

47.0 34.7 23.8 16.5 11.7 40.0

The Socialisation of Brands

Content sharing still continues

70% 60% 50%

The Socialisation of Brands

But is starting to migrate

0% Wave 3 2008 Wave 4 2009 Wave 5 2010

The Socialisation of Brands

Blogs & forums move away from personal topics

Write a blog on my social network

The Socialisation of Brands

A company/brand blog Science Sport

Travel (holidays, destinations) Celebrities