Seeing The Wood And The Trees

Seeing the Wood and the Trees…

Confidential © 2009 The Nielsen Company

Prepared by:

Mark Higginson

Director of Analytics

Tuesday 29th September 2009

Confidential

© 2009 The Nielsen Company2

• Size of Social Media online

• Who’s winning?

• Old School Social Media

• How can brands engage with

highly social consumers?

What we are going to talk about today…

Confidential

© 2009 The Nielsen Company3

The current state of the Internet

As of August 09, Australia’s Active online audience is

14+ million people…

Nielsen Netview, Aug 2009

14,424

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

Aug-09

Active AU

Confidential

© 2009 The Nielsen Company

0

5

10

15

20

25

30

Hours online per month

4

The current state of the Internet

Nielsen Netview, August 2009

28 hrs US

26.5 hrs AU

Confidential

© 2009 The Nielsen Company5

The Age of the Australian Internet

18%

24%

31%

19%

8%

0

5

10

15

20

25

30

35

2 - 17 18 - 34 35 - 49 50 - 64 65+

Per

cen

tage

of

Au

die

nce

Unique Audience Age Groups

Nielsen Netview, August 2009

Confidential

© 2009 The Nielsen Company6

The current state of the Internet

As of August 09, Australia’s Active online audience is

14+ million people…

Nielsen Netview, Aug 2009

14,424

9,675

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

Aug-09

Active AU Banking Communities

Confidential

© 2009 The Nielsen Company7

The current state of the Internet

As of August 09, Australia’s Active online audience is

14+ million people…

Nielsen Netview, Aug 2009

14,424

9,675 10,124

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

Aug-09

Active AU Banking Communities

Confidential

© 2009 The Nielsen Company

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

8

Top Sites Visited by Australians

Nielsen Netview, August 2009

Confidential

© 2009 The Nielsen Company9

Facebook now dominates….

0

1,000

2,000

3,000

4,000

5,000

6,000

Un

iqu

e A

ud

ien

ce (

000s)

61% year on year growth

Nielsen Netview, June 2009

Confidential

© 2009 The Nielsen Company10

Facebook now dominates….

0

1,000

2,000

3,000

4,000

5,000

6,000

Un

iqu

e A

ud

ien

ce (

000s)

61% year on year growth

Nielsen Netview, June 2009

Aug 09

8.1M

Confidential

© 2009 The Nielsen Company11

…and Twitter emerges…

0

100

200

300

400

500

600

700

800

900

Un

iqu

e A

ud

ien

ce (

000s)

979% year on year growth

Nielsen Netview, June 2009

Confidential

© 2009 The Nielsen Company12

…and Twitter emerges…

0

100

200

300

400

500

600

700

800

900

Un

iqu

e A

ud

ien

ce (

000s)

979% year on year growth

Nielsen Netview, June 2009

Aug 09

1.5M

Confidential

© 2009 The Nielsen Company13

Social Media…An Overnight Sensation!!

Confidential

© 2009 The Nielsen Company14

Social Media…An Overnight Sensation

• Actually launched in 1985

• Wired Mag : “the world's most

influential online community”

Confidential

© 2009 The Nielsen Company15

Finding a niche…

8.1

Million1.5M

10 mins 6hrs 28mins

Confidential

© 2009 The Nielsen Company16

Finding a niche…

8.1

Million1.5M

10 mins 6hrs 28mins

523k

12 mins

Confidential

© 2009 The Nielsen Company17

Finding a niche…

8.1

Million1.5M

10 mins 6hrs 28mins

523k

12 mins

1.2M

21 mins

Confidential

© 2009 The Nielsen Company18

Cinema Experience

3-D

Confidential

© 2009 The Nielsen Company19

The next big movie blockbuster ? …

Confidential

© 2009 The Nielsen Company20

• How has the online editorial review landscape changed?

Movie Reviews

0

50

100

150

200

250

300

350

400

450

500

Un

iqu

e A

ud

ien

ce (

000s

)

ninemsn MovieFIX

Yahoo!7 Movies

Rotten Tomatoes

Confidential

© 2009 The Nielsen Company21

• How has the online editorial review landscape changed?

Movie Reviews

0

50

100

150

200

250

300

350

400

450

500

Un

iqu

e A

ud

ien

ce (

000s

)

ninemsn MovieFIX

Yahoo!7 Movies

Rotten Tomatoes

average 33%

year on year decline

Confidential

© 2009 The Nielsen Company22

• New sites emerging that

are taking technologies

such as Twitter and

repurposing the content

to a particular audience:

eg

skinnipopcorn.com :

real time movie reviews

by Twitter users

The consumer as Reviewer – first wave

Confidential

© 2009 The Nielsen Company23

James Cameron’s Avatar

70%

9%

21%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Sentiment

First Impressions

Positive Negative Neutral

Confidential

© 2009 The Nielsen Company24

James Cameron’s Avatar

62%

11%

26%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Sentiment

Internet 2-D Trailer

Positive Negative Neutral

Confidential

© 2009 The Nielsen Company25

James Cameron’s Avatar

100%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Sentiment

3-D Preview

Positive Negative Neutral

Confidential

© 2009 The Nielsen Company26

James Cameron’s Avatar

100%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Sentiment

3-D Preview

Positive Negative Neutral

85% impressed with 3D

Confidential

© 2009 The Nielsen Company27

James Cameron’s Avatar

100%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Sentiment

3-D Preview

Positive Negative Neutral

85% impressed with 3-D

46% thought 2-D trailer

didn’t do film justice

Confidential

© 2009 The Nielsen Company28

A Tale of Two Communities

Confidential

© 2009 The Nielsen Company29

Comparison of Two Communities – Discussion Topics

0%5%

10%15%20%25%30%35%40%45%

Weight Watchers Forum Topics

support and sharing

40% WW 31% TF

0%5%

10%15%20%25%30%35%40%45%

Tony Ferguson Forum Topics

Confidential

© 2009 The Nielsen Company30

A Tale of Two Communities – Discussion Topics

0%5%

10%15%20%25%30%35%40%45%

Weight Watchers Forum Topics

0%5%

10%15%20%25%30%35%40%45%

Tony Ferguson Forum Topics

exercise

25% WW 7% TF

Confidential

© 2009 The Nielsen Company31

A Tale of Two Communities – Discussion Topics

0%5%

10%15%20%25%30%35%40%45%

Weight Watchers Forum Topics

0%5%

10%15%20%25%30%35%40%45%

Tony Ferguson Forum Topics

physiology

2.5% WW 10% TF

Confidential

© 2009 The Nielsen Company32

• Social Media is mainstream media

• There’s more to Social Media than

Twitter and Facebook

• Social Media is a rich environment for

brands to listen to and learn from

Social Media

THANK YOU

Mark Higginson

Director of Analytics

Mark.Higginson@nielsen.com

(2) 8204 5848