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Global Social Media Trends – Asia Impact
Tom Smith. Managing Director. Trendstream
GWI: New perspective on web + social media
GlobalWeb
behaviour
Quantifying
social
media
Discipline
Neutral
16 markets at launch. Surveying 32,000 web users
USA
Canada
Mexico
Brazil
Spain
UK
Netherlands
Italy
France
Germany
Russia
China
India
Japan
South
Korea
Australia
Malaysia and Indonesia scheduled for Waves 3/4
2000
1500
1500
1500
1500
Most detailed perspective on web compiled to date
SOCIAL
MEDIA
WEB
BEHAVIOURMOTIVATION
DEVICESMARKETING
COMMS
DEMOSDAY IN THE
LIFE
PURCHASE
WEB THE CONSUMER
100M+ DATA POINTS PER YEAR
Reflects fundamental shift
1. Broadband and mobile explosion
2. Global platforms and content
3. Consumer publishing revolution
4. Marketing is blurring
GWI: How you would use it
1. Establish what your target audience do online
2. Prove the impact of the web and social media
3. Build industry leading digital strategy
4. Provide an international perspective
5. Measure the engagement of ALL marketing communications
Reality: Functional drivers still get us online
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Take on a different personality
Change other people’s opinions
Meet new people
Express myself
Share content
Play games
Share my opinion
Networking for work
Keep my friends up to date with my life
To get inspired/get ideas
Education
Entertainment
Research for work
Research how to do things
Research / find products to buy
Stay in touch with friends
Stay up to date on news / events
% Very important
Motivations to get online :Global FigureBelow are various reasons why you use the Internet. Please think about how important these reasons are for you using the Internet.
Functional drivers
Social drivers
Source: Global Web Index, Wave 2, January 2010
Australia China India Japan South Korea
1 Stay in touch with friends Stay in touch with friends Research for work Research / find products to buy Stay up to date on news / events
2 Research / find products to buy Stay up to date on news / events Education Stay up to date on news / events Research / find products to buy
3 Research how to do things Research for work Stay in touch with friends Research how to do things Research how to do things
4 Stay up to date on news / events Entertainment Stay up to date on news / events Fill up spare time Networking for work
5 Research for work Research / find products to buy Research how to do things Research for work Research for work
6 Education Fill up spare time To get inspired/get ideas Entertainment Education
7 Entertainment Find films / TV shows Research / find products to buy Stay in touch with friends Stay in touch with friends
8 To get inspired/get ideas Find music Networking for work To get inspired/get ideas To get inspired/get ideas
9 Keep my friends up to date with my life Research how to do things Keep my friends up to date with my life Networking for work Find films / TV shows
10 Fill up spare time Education Entertainment Find films / TV shows Share content
But every market is different
But contribution is becoming mainstream
0% 10% 20% 30% 40% 50% 60% 70%
Used an aggregator
Subscribed to an RSS feed
Use a micro-blogging service
Written a news story / article
Listened / watched a podcast
Edit/managed own website
Written your own blog
Used a personalised music service
Review a product or service
Made a phone call online / Used …
Uploaded a video online
Online office applications
Contribute to a Forum
Listen to LIVE radio online
Leave a comment on a story on a …
Upload photos online
Manage a social network profile
Used Instant Messenger
Used Webmail
Watch a video clip
% Have done in the last month
Source: Global Web Index Wave 2
Global Behaviour Online. Pink bars are contribution channelsYou will now see a list of items that represent different activities you can do online. “Have done it in the past month”
External contribution
Moving towards open networks
0% 10% 20% 30% 40% 50% 60% 70%
Use a micro-blogging service
Written a news story / article
Edit/managed own website
Written your own blog
Review a product or service
Uploaded a video online
Contribute to a forum
Leave a comment on a story on a website
Upload photos online
Manage a social network profile
Used Instant Messenger
Used Webmail
% Have done in the last month
Source: Global Web Index Wave 2
Global Behaviour Online: You will now see a list of items that represent different activities you can do online. “Have done it in the past month”
Closed
Networked
Open
Open consumer contribution changes the game
1. Your search presence is consumer
dictated. 85% search for product
opinions online in the last month
2. Data overload – attention deficit
3. Actions are permanent and recorded
forever
4. Ultra transparency
Asia leading the way
0%
10%
20%
30%
40%
50%
60%
70%
% H
ave
do
ne
in t
he
last
mo
nth
Manage your social network profile Used a micro-blogging service Written your own blog
Source: Global Web Index, Wave 2, January 2010
Online behaviour: Last month
Lead contribution in all ages
0%
10%
20%
30%
40%
50%
60%
Brazil China USA Brazil China USA Brazil China USA Brazil China USA Brazil China USA
16-24 25-34 35-44 45-54 55-64
% W
ritt
en a
blo
g la
st m
on
th
Source: Global Web Index, Wave 2, January 2010
Writing a blog: You will now see a list of items that represent different activities you can do online. Please Indicate. “Have done it in the past month”
China dominates the world of blogging
China
88m
Estimated 242m bloggers world-wide
USA
18.6m
India
12.3m
Japan
16.1m
South
Korea
11m UK
4.5m
Traditional communities still lead
Online behaviour: China
Contributed to a
Forum
50%
Social Network
46%
Used Micro-
blog
23%
Write a blog
44%
China
Write a
product
review
28%
Blogs: your brand is part of the conversation
Review(s) of a music track(s)
Slideshow presentation(s)
Link(s) to a recommended website(s)
Video clip(s)
Reviews / opinions of a service e.g. restaurant
List of your favourite books
List of your favourite sites
Opinions of a product(s) or brand(s)
Review(s) of a film(s) / TV show(s)
List of your favourite films
List of your favourite music artists /songs
Photo(s) that you have taken
0% 10% 20% 30% 40% 50% 60% 70% 80%
% Have posted in the last month
Source: Global Web Index, Wave 2, January 2010
Blog contribution – last month. China
Key points
1. Consumers shifting to being open
contributors
2. Asia leading the world
3. They talk about your brands
Impact: Consumers more trusted than professionals
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
A person you speak to in bar/pub/restaurant
A store assistant
A television news reader
A journalist for a national newspaper
The author of a blog you read regularly
CEO of a well known company
Your country’s leader / politicians
A neighbour
A good contact on a social network
A consumer review on a retail website
A family member
A close friend
% 4-5 Trust
USA China
% S
co
re 4
or
5 in
Tru
st
Trust in informationBelow is a list of people whose opinions you come into contact with on a regular basis. Now think about when you seek an opinion on a brand you are considering buying. Which
of the following people do you trust to provide you the most accurate opinion? Please score them on a scale of 1 – 5, with 1 = do not trust and 5 = trust strongly.
Source: Global Web Index, Wave 2, January 2010
Impact: Now we trust strangers
Trust in information. China DataBelow is a list of people whose opinions you come into contact with on a regular basis. Now think about when you seek an opinion on a brand you are considering buying. Which
of the following people do you trust to provide you the most accurate opinion? Please score them on a scale of 1 – 5, with 1 = do not trust and 5 = trust strongly.
Source: Global Web Index, Wave 2, January 2010
Consumer
Review on
Retail Website
45%
Person you
speak to in a
bar pub
restaurant
15%
Quality of
production
7%
Created by a
consumer
14%
Comes from a
site I know
16%
Impact: Consumers drive content distribution
Source: Global Web Index, Wave 2, January 2010
My friend
Recommended
It
27%
Recently
Created
19%
Professional
Produced
17%
Key factors in adopting a news story: South Korea
Will transform every type of content
1. Top rated
2. Top viewed / read
3. My network
4. Mix of professional and
consumer content
Changing mobile. 20% of SN in Japan exclusive mobile
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
PC only
PC and mobile
Mobile only
All users: Social Networking involvement last month
Source: Global Web Index, Wave 2, January 2010
Nothing will ever be the same again
In Asia social
MUST be part of
your digital
communications
Active
search
strategy is
essential
Consumers
will drive the
agenda
Get in touch
• Tom Smith, Managing Director.
Trendstream
• IM MSN: [email protected]
• +447970727061
• Globalwebindex.net