Social Media and Consumer Behavior

Social Media and Consumer Behaviour Patterns

November 24th, 2008

We’ve been

working hard

and remaining

patient…

The Internet will go from the number 5

medium all the way to the number 2

medium in just 5 years, says the report,

making it bigger than newspapers,

bigger than cable TV, bigger even than

broadcast TV, and second only to direct

marketing. (IDC, June, 2008)

http://www.techcrunch.com/wp-content/uploads/2008/06/top-100-ad-spending-table.png

Broadband is one of the Key Drivers

- There are now 1.2bn people online globally

Source: Point Topic, September 2008 / Internet World Stats

Follow the User

WAVE: The world’s largest study into the impact of technology

WAVE TWO 2007 WAVE THREE 2008WAVE ONE 2006

Tracker

WAVE FOUR 2009

29 markets

17,000respondents

52 markets

28,500respondents

21 markets

10,000respondents

15 markets

7,500respondents

Motivations behind Social Media

When Did We Start Trusting Strangers

Anytime

AnyplaceIn-Depth

Added Wave 1

Added Wave 2

Added Wave 3

Added Wave 4

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

Germany

Denmark

France

UK

Global

Russia

Italy

% Ever Read

“Thinking about using the Internet, which of the following have you ever done?”

“Read blogs/weblogs” Active Internet Universe

Reading Blogs- Below Global Average

Source: Universal Mccann Wave 3 Survey 2008

Universe: Internet users

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Denmark

UK

Russia

Germany

France

Italy

Global

Spain

% Ever Write


“Write my own blog/weblog” Active Internet Universe

Writing Blogs- Similar Findings



France

Italy

Spain

Germany

Denmark

Global Average

UK

Russia

% Create a profile


“Create a profile on a new social network” Active Internet Universe

Social Networking a More Prominent Activity

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



0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Glo

bal A

vera

ge

Den

mar

k

France

Ger

man

yIta

ly

Russ

ia

Spain

UK

% U

pd

ate

D A ILY R EA C H W EEKLY R EA C H M ON THLY R EA C H LESS OFTEN

“Thinking about using the Internet, how often do you do any of the following?”

“Manage your social network page” – Social Network users only

60% Manage Their Page Once a Week or More



0% 5% 10% 15% 20% 25% 30% 35%

Piczo

Bokee

Bebo

Linkedin

Second Life

Mixi

Cyworld

Friendster

LastFM

Skyblog/Skyrock

Hi5

Orkut

Sohu

Flickr

QQ

Baidu

Blogger

Facebook

Myspace

% Weekly usage

Denmark

Global

MySpace and Facebook Dominate Usage

% Weekly usage Active Internet Universe (weighted reach - based on universe sizes)



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

France

Russia

Germany

Italy

Denmark

UK

Spain

% Ever Done


“Watching Video Clips” Active Internet Universe

Watching Video Online – On Par with Spain and UK



0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Glo

bal

Den

mar

k

France

Ger

man

yIta

ly

Russ

ia

Spain

UK

% W

atc

h V

ideo

Clip

s

D A ILY R EA C H W EEKLY R EA C H M ON THLY R EA C H LESS OFTEN

“Thinking about using the Internet, how often do you do any of the following?”

“Watch video clips” – Video clip viewers only

88% Watch a Video Once a Month or More



0% 5% 10% 15% 20% 25% 30% 35%

France

Russia

Denmark

Italy

Spain

UK

Germany

% Upl oa d v i de o c l i ps


“Upload my videos to a video sharing website” Active Internet Usage

Uploading Not as High as Watching of Video



I Want to Reach

‘Influencers’

Danish Film Informers Skew Younger and Male

„Are you Male or Female? How old are you? What would best describe your final level of education? Which of the

following best describes your current job?‟


Universe: Danish internet users

0

10

20

30

40

50

60

70

Mal

e

fem

ale

16-2

4

25-3

4

35-4

4

45-5

4

Prim

ary S

chool

Part S

econd

ary

Full S

econda

ry

Colle

ge

Univ

ersi

ty

Post G

radua

te

Stude

nt

Offi

ce J

unior

Offi

ce (M

id m

anag

er)

Offi

ce (S

enio

r man

ager

)

Non

office

Hous

ewife

Unem

ploye

d

Oth

er

%

Danish film informers

Danish total audience


Universe: Internet users-indexed against global internet

users

„I‟m always looking for new products and services to try‟ i128

„I have a favourite blog that I read regularly‟ i119

„I enjoy good quality things‟ i111

„I often do things on the spur of the moment‟ i111

„I use social networks to meet new people‟ i115

„Opinions online influence my viewpoint on politics‟ i128

Indexed against online

informers in other

categories

„Opinions online influence my viewpoint on social issues‟ i121

Danish Film Informers Perform More Online Activities

0 10 20 30 40 50 60 70 80 90 100

Leave a comment on a b log sit e

D ownload music f rom a Peer t o Peer sit e ( e.g

Limewire.com)

B uy music in a d ig it al f o rmat online

R ead b logs/ web logs

C reat e a p ro f ile on a new social net work ( e.g

f acebook.com)

M ake a phone call using your comput er

Share a video clip wit h a f r iend ( email/ Inst ant

messenger)

V isit a f r iends social net work page ( e.g

f acebook.com)

List en t o l ive rad io / aud io online

U se Inst ant M essenger ( e.g W indows Live M essenger)

W at ch video clips online ( e.g yout ube.com)

V isit ed an o f f icial company/ brand websit es

%

Danish film Informers

Danish Total audience



Universe: Danish Internet Users

0 10 2 0 3 0 4 0 50

Promot e a band

Ot her

Inst all app licat ions

D at ing

U pload videos

Favourit e/ current ly l ist enedt o music

W rit e a b log

M eet new f r iends

U pload phot os

M essage f r iends

St ay in cont act wit hexist ing f r iends

%

Da ni sh f i l m i nf or me r s

Da ni sh t ot a l a udi e nc e

“What do you do with your social networking profile?”

Contacting Friends and Uploading Content Important


Universe: Danish Internet users

0 2 4 6 8 10 12 14 16

Busi ne ssne ws- r e l e v a nt t o my c ur r e nt j ob

Ce l e br i t i e s

Ot he r

Busi ne ss( ge ne r a l ne ws & opi ni on)

S c i e nc e

S por t

Ga mi ng

Ne ws/ Cur r e nt Af f a i r s

Tr a v e l ( hol i da y s, de st i na t i ons)

Opi ni ons onpr oduc t s a nd br a nds

Fi l m/ TV

M usi c

Te c hnol ogy

Fa mi l y or f r i e nd B l ogs

Comput e r s

P e r sona l B l ogs ( di a r y si t e s)

%

D anish F ilm inf o rmers

D anish t o t al aud ience

“When writing your blog, what topics do you normal write about?”

Danish Film Informers Blog Around Topics as:

Technology, Music, and Film/TV



0 2 4 6 8 10 12 14

Upl oa d musi c

S t or i e s f r om ot he r bl ogs

Wi dge t s ( e . g a ppl i c a t i ons t ha t di spl a y

ot he r si t e c ont e nt )

Ot he r

Fa v our i t e / c ur r e nt l y l i st e ne d t o musi c

Vi de os

Re c omme nde d we bsi t e s

P hot os

Opi ni ons on pr oduc t s a nd br a nds

%

D anish F ilm Inf o rmers

D anish To t al A ud ience

“When writing your blog, which of the following do you post?”

Blog Posts Consist of Brand/Product Opinions & Photos



0 20 40 60 80

Propert y/ R eal Est at e

U t il it ies

Personal Hyg iene

C osmet ics

F inancial Product s

Groceries

A lcoho lic d r inks

C ars

Fashion ( clo t hing / shoes)

Home app liances

N on alcoho lic beverages

Groceries ( f ood)

B ooks

Holidays/ D est inat ions

Games C onso les/ Gaming

f light s/ t rains

Home Techno logy

M obile Phone Services

M usic

Port ab le t echno logy

C omput er So f t ware

F ilms

%

Danish Film Informers

Danish Total audience

Reviewers of Films, Technology, and Music



„Thinking about the following types of products, brands and services. Can you please

indicate whether you HAVE reviewed the following ONLINE after either a Positive,

Average or Negative experience?

0 5 10 15 2 0 2 5 3 0

Ot he r

Busi ne ss ne ws- r e l e v a nt t omy c ur r e nt j ob

Busi ne ss ( ge ne r a l ne ws &opi ni on)

S por t

Ga mi ng

Tr a v e l ( hol i da y s, de st i na t i ons)

P r oduc t r e c omme nda t i ons

Ce l e br i t i e s

M usi c

S c i e nc e

Comput e r s

P e r sona l B l ogs ( di a r y si t e s)

Te c hnol ogy

Fa mi l y / f r i e nd B l ogs

Ne ws/ Cur r e nt Af f a i r s

Fi l m/ TV

%

D anish F ilm inf o rmers

D anish t o t al aud ience

„What blog topics do you normally read?‟

They Consume Similar Content around Blogs



0 20 40 60 80 100

N on alcoho lic beverages

U t il it ies e.g gas, elect r icit yet c

Groceries ( f ood)

Groceries ( non f ood e.g cleaningproduct s)

A lcoho lic d r inks

Personal Healt hcare ( e.gmed icines, cont act

lenses et c)

C osmet ics

Propert y/ R eal Est at e

F inancial p roduct s ( e.gcred it cards/

banking / insurance)

Home app liances e.gFridges/ f reezers

C ars/ A ut omobiles

Fashion ( clo t hing / shoes)

Games C onso les/ Gaming

B ooks

Travel- i .e f l ight s/ t rains

M usic

C omput er So f t ware

Port ab le t echno logy e.g

M P3 p layers/ M ob ile Phones

Holidays/ D est inat ions

F ilms

Home Techno logy e.gTV 's/ PC

M obile phone service

%

Danish film informers

Danish total audience

Film Research on Mobile is Common with this Audience

„Which of the following types of products and services have you researched online

before choosing to buy?‟



50 70 90 110 130 150 170 190

User reviews on an online auction site eg e bay

Radio advertising

Peoples wish/fav lists on retail websites

Emails from companies

Online Chat rooms/ message boards

Consumers reviews on retail sites

Blogs/Weblogs- professional blog

Recommendation in a television programme

Sponsorship of events or sporting events

Newspaper advertising

Blogs/Weblogs-blog written by people you do not know

Personal recommendations from professionals

Magazine article

Magazine advertising

Television Adverts

Cinema Advertising

Blogs/Weblogs- personal blog written by people you know

Outdoor advertising

Comments/viewpoints on social network sites

Personal recommendations from friends/ family/colleagues

Celebrity recommendation

Instant Messenger conversation with a friend/ colleague

Recommendation on radio programmes

Newspaper article

Danish Film Informers

Indexed against Danish Total

Audience

Trustworthy Mediums for Consuming Content AND RADIO COME

TOP

5 Tips for Harnessing Users’ Behaviour

1.) Creating an Audience: Use of Archetypes

• Movie release schedule known over 9-12 month period

• Similar target audiences across titles

• Put flesh to demographic segments

• Leverage across similar titles to evolve over time

2.) Open Source Brands

• Brands that open up their content will be more successful in building relationships with their users

1. Content syndication is key

• Distribute assets that reside on the website

• Strike deals with publications to supplement or enhance this arsenal

– Forbidden Kingdom & YouTube

– John Tucker & MySpace

2. Allow for a feedback loop so that users can enhance and revise the materials

• Number of Content Creators is growing

3.) Strategic Flighting: True Demand Creation

• 2 week push prior to release date is not a sustainable model

• Media Fragmentation

• Cluttered environment

• Seed content through multiple channels to spark interest and conversation

• Dark Knight: 14 months advance

• Cloverfield: 6 months advance

• Halo 3: 10 months advance

• Can be implemented regardless of budget through proper media allocation

• Search &

4.) Fostering Communities

• Gap of dialog between theatrical opening and DVD release not conducive to ‘friendships’

• X-Men 3

• Identifying communities of interest to influence others is key

• Superman Returns

• Watchmen

• Allocate corporate budget to continuing CRM programs for users/friends

http://myspace.com/xmenthelaststand

5.) Use Analytics: Don’t Reinvent the Wheel

• As the TV and Print media become more Digital, their ability to be tracked increases

• Need to move beyond simple reporting as direct ad-serving pulls

• Use of new technologies, like Atlas’s Engagement Mapping, are starting to address this but more needs to be done internally

• Define success metrics and allow for proper tagging and data collection

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Documents

Social Media and Consumer Behavior