May2012 tendencias socialmedia

Una nueva práctica global2012

2

• Social Media landscape in Mexico– Industry stats

• Social Media Trends by group users– Teens– Moms– Executives

• The Trends– Mobility– Gamification– Consumer centric platforms– Convergence vs. Divergence (Services vs. Technologies)– The Super Users

Contents

3

Internet Landscape

Source: AMIPCI, Estudio de Redes Sociales

4

• Mexicans love social media

• Mexico is the 4th country in the world with highest social media penetration with a forecast growth of 17.9% for 2012

• Mexico is the 5th country with more users conected to Facebook (33 millions), a penetration of 28.38%

• According to Semiocast, Mexico is the 7th country with moreTwitter users with 11 million users

• LinkedIn has more than 2 million users (11th worldwide)

Internet Landscape

5

Internet Landscape

• 35 million users in 2011

6

Internet Landscape

Gender

49%51%

Male

Female


7

Social Media Landscape

87% of users are connected

to a social network

Source: IAB Mexico: Estudio de Consumo de Medios entre Internautas Mexicanos 2011

8


27% wrote about a brand and 40% liked

a fan page


9


60%

28%

7%

3%

2%

Daily

2/3 times a week

Weekly

Bi-weekly

Monthly


Frequency

10



Less than1 hr

More than

12 hrs

5-12 hrs2–5 hrs1–2 hrs

Time Spent

11


Facebook and Twitter are the most important platforms in this

moment


12


Users become more active year after year

Social Media Users

Active

Passive

Wrote about a brand or

service

Belong to a fan page

Saw ads in Social Media

201015%

201127%

201028%

201140%

Saw that someone spoke about a brand

or service

201075%

201183%

201046%

201157%


13


Benefits of following a brand

Keep me informed of brand news

Special Promotions

Relevant Information

Know the opinion of other users

Communicate with the brand

79%

51%

50%

44%

31%


14


ZMOTUsers that search information about

brands, products and services

Users that buy or pay services online


15

Industry Landscape

High Priorities in Digital in 2012

Investigation & Metrics

Branding Campaigns

Search Marketing

Social Media

Digital Infrastructure

eMail Marketing

Gaming

Viral Campaigns

Mobile

Direct Response Campaigns

16

Industry Landscape

Budget assignations in 2012

Online Media

Social Media

Mobile Marketing

CMR

Promotions

Radio

Exteriors

TV

Pulblic Relations

Events

Own websites

POS

Direct Marketing

Newspapers

Magazines

17

Industry Landscape

Social Media statsby user groups

19

33%Teens

Mexican Users

64% high interaction

36% low interaction

Teens

• 1 of 5 teens that has high interaction on the Internet, owns a game console

• Teens that connect on longer periods to the web do it through mobile devices

• Teens that are connected more than 5 hrs a day do it on different places – they are in constant movement

20

Celular

Computadora de escritorio

Laptop

Consola de videojuegos

MP3

Smartphones

PDA/Palm

Tablet

0% 20% 40% 60% 80% 100%

75%

56%

47%

49%

53%

10%

5%

5%

64%

54%

52%

48%

42%

21%

5%

5%

20102011

Teens

Devices

21

Average time spent connected:

3 hrs 56 min

Teens

¿What they do?

6 of 10

5 of 10

4 of 10

3 of 10

Connect to social media, search engines and check email

Download music and videos

Play online, watch, videos, connect to movies sites

Navigate on the web, tech sites & blogs

22

Video

s mus

icales

Video

s cor

tos

Pelíc

ulas

Serie

s

Notici

as

Docum

enta

les

Depor

tes

Teleno

velas

0%

10%

20%

30%

40%

50%

60%

70%68% 67%

45%

34%29%

25% 24%

10%

Average of contents consumed

Teens

23

Facebook

YouTube Twitter Hi5 My Space

MSN Soap Box

Yahoo Photos

Jumpcut Ustream0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

15%

43%

0%

70%27%

6%3%

21% 15%

88%

49%

18%

13%9%

9%3%

0% 0%

20112010

Teens

Networks to upload content

24

29%

22%17%

8%

7%

6%

4%4% 3%

¿Where do they get their info?

Enciclopedias en líneaRedes socialesBuscadoresBlogsSitios de noticiasComunidades o forosPeriódicos onlinePáginas de las marcasOtros

Teens

25

2010 2011

48%

72%

52%

28%

NoSí

Teens

6 of 10 follow at least 1 brand in social media • 31% writes about the

brand

• 51% liked at least 1 fan page

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• Connected to the Internet 4.6 hours daily

• 62% reads and answers emails over night and through weekends

• 76% never turn off their mobile

• 88% is connected to social networks

• Open to participate in promotions and like to know more about products, services and promotions that brands offer

Executives

“My job makes me be connected all time”

27

Lapto

p

Computa

dora

de es

crito

rio

Celula

r

Smar

tphon

e

Conso

la d

e video

jueg

osMP3

iPad

Palm

/PDA

0%10%20%30%40%50%60%70% 63%

52%45%

30%16% 16%

7% 2%

How do they connect?

Executives

¿Qué sitios visitan?

79%

74%

61%

Redes SocialesBuscadoresCorreo Electrónico

28

Celulares

Desktop

Laptop

Videojuegos

Reproductor MP3

Smartphone

PDA

iPad

0% 10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

93

58

56

48

45

15

7

4

34

56

55

18

11

13

6

5

Artículos que poseeDesde dónde se conecta

Digital Moms

Moms are becoming more connected to the web through mobile devices

29

Time Spent Connected

Menos de 1hrDe 1 a 2 hrsDe 2 a 5 hrsDe 5 a 12 hrsMás de 12 hrs

Digital Moms

30

Face

book

Hi5

Twitt

er

My

Space

Sónico

Win

dows Liv

e Spac

es

Met

rogflo

g

Blogger

Foto

log

GeoCiti

es

Linke

dInFlick

r0

102030405060708090

10089

60

36

24 24 23

8 6 5 4 2 1

Networks

Digital Moms

9 of 10 moms connected belong to a social network

31

Enviar mensajes instantáneos

Ver fotos

Ver las noticias de mis contactos

Publicar mensajes personales

Subir fotos

Ver información de mis contactos

Buscar personas

Participar en juegos

Subir videos

Otros

0 10 20 30 40 50 60 70 80

70

65

53

51

48

45

28

23

6

1

What do they do?

Digital Moms

32

Moms are more likely to interact with brands on-line

Siempre me detengo a ver la publicidadA veces me detengo a ver la publicidadNunca me detengo a ver la publicidad

Digital Moms

33

• People who are connected 24/7 – Mobile device (smartphone or tablet)– Desktop– Laptop

• They generate influence among their communities on Internet usage habits and emerging technologies

• They have access 24 hours but remain active between 7 & 8 hours a day – 2 times more than an average user

• Super Users want to be available on the Internet

• The first thing they do in the morning is review their social networks

Super Users

34

Teléfono celular

Laptop

MP3

Computadora de escritorio

Consola de videojuegos

Smartphones

PDA/Palm

Tablet

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

81%

79%

71%

67%

60%

51%

11%

8%

Devices

Super Users

35

99%

90%

84%

% Contents consumed on the Web

Entretenimiento

Búsqueda de información

Redes Sociales

Super Users

This sector has the higher interaction with brands in social media.

98% manage at least 2 social networks.

36

87%

74%

40%

27%

27%

Where do they find their info?

BuscadoresRedes SocialesCorreos electrónicosPortalesPeriódicos en línea

Super Users

37

Facebook

Twitter

Hi5

My Space

Metroflog

Sónico

Blogger

Flickr

Fotolog

Otros

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

98%

66%

46%

40%

25%

21%

17%

12%

11%

9%

Which Social Networks they use?

Super Users

38

0%

20%

40%

60%

80%

100%

0.46 0.5689%

67%

PasivoActivo

Super Users

Interaction with brands

5 Big Trends

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• Mobility is the key for the incoming future – from SMS based services to mobile wallets that allow users to make payments

• Combined with coupons, offers and loyalty programs, brands should drive a higher engagement with followers

– 254,772 mobile apps launched just for iOS (worldwide)– In 2011 487.7 milllion of smartphones sold vs 415 million computers

(including laptops, desktops, tablets and netbooks)

• 7 of each 10 users will have a smartphone in Mexico by 2015 (CIU)– Penetration of 14% in 2011– Forecast: 23.3% in 2012, 34.7% in 2013 and 50.3% in 2014– RIM leads the market with 40% and Nokia with 23%– 64% of post-pay users uses mobile internet and 94% prefers Wifi– In pre-pay, 26% uses the services offered by carriers

Mobility

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• Geolocalization plays an important role for mobility and will become a very important part of the equation “software-hardware-content”

– Facilitates commerce, allowing users to find promotions and offers near the places they are

– Although Foursquare is quite popular in Mexico, there are other platforms such as Highlight, Waze or LiveMind that still remain unknown

– Companies or businesses that learn how to provide the best offers and boost commerce will be succesful

• Mobility has allowed geolocalization platforms mature from “check ins” to “recomendations” – finding offers and great experience is more relevant for users than get a badge for going out a lot

Mobility

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• Gamification is the use of game design techniques, game thinking and game mechanics to enhance non-game contexts

• Gamification works by making technology more engaging, by encouraging users to engage in desired behaviors, by showing a path to mastery and autonomy, by helping to solve problems and not being a distraction, and by taking advantage of humans' psychological predisposition to engage in gaming

• The technique can encourage people to perform chores that they ordinarily consider boring, such as completing surveys, shopping, filling out tax forms, or reading web sites

Gamification

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• Available data from gamified websites, applications, and processes indicate potential improvements in areas like user engagement, ROI, data quality, timeliness, or learning

• Gamification rewards points to people who share experiences on location-based platforms such as Facebook's "Places" feature, Foursquare, and Get Glue

• Some of the techniques include:– achievement "badges”, achievement levels, leader boards, a visual meter

to indicate how close people are to completing a task (such as completing a social networking profile), virtual currency, systems for awarding, redeeming, trading, gifting, and otherwise exchanging points, challenges between users, embedding small casual games within other activities

Gamification

44

• There is a lot of confusion about the right metrics in social media among companies

• More than 30% of companies with social media efforts do not measure their efforts because they do not know how to do it

• 85% of marketing directors will invest more in social media in the next

3 to 5 years and are looking to define the right metrics that demonstrate value to their businesses

• Offering a measurement program is a big opportunity for Social@Ogilvy in the upcoming months

Metrics

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• More frequently, consumers adopt new technologies that allow them to access all kind of contents

• It’s fundamental how to plan, produce and adapt contents to be relevant through this new consumer journey

• We must facilitate users the best “interplatform experience”: to consume content in the right format, right device and right moment, anytime, anywhere

• Life after 2 (or 3) screens - more streaming

• Access to information will be simpler and easier thanks to apps

• It matters what the user can do with a device, not if it’s powerful or not

Convergence vs. Divergence

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• No one talks about them, there is no enough information on the web, seems they don’t exist but the new video stars for young audiences live in YouTube

• The principle is easy: turn on a video camera and start recording anything that comes to their minds

• A new generation of “videobloggers”, “videovloggers”, “youtubers”, “videopodcasters”, have a huge reach– Werevertumorro: 1,787,810 subscribers and 530,762,545 reproductions– Benshorts: 96,268 subscribers and 3,752,736 reproductions– TV Azteca powered “IrreverenTV” has 143,301 subscribers and 9,446,081

YouTubbers

Business

May2012 tendencias socialmedia