The rise of Social Media

Adrian.Toy@umww.com

One Year Ago…

No-one had heard of iPhone

Most people wondered why Google spent $1.65B on something called Youtube

They also didn’t know anyone who watched video on their mobile phone

After Microsoft invests $240MLi Ka Shing (HK Billionaire)invests USD$60M in Facebook.

Valuing Facebook at $15 billion

Few Months Ago…

Social Network Sites hit critical mass

Videos deliver high engagement

Gadgets driving functionality and entertainment

“Online applications,platforms and media focused on collaboration,

sharing and interaction between users”

WHAT IS SOCIAL MEDIA?

PERSONALISED MULTI-MEDIA

BloggingSocial

NetworkingPhoto Sharing

Video Sharing

Podcasts

Aggregators RSSPersonal

HomepageWikis Videocasts

Instant Messenger

VOIPSocial

PurchasingCollaborative

MediaIPTV

THIS IS SOCIAL MEDIA

Glossary

THIS IS SOCIAL MEDIA

WHY DID WE IMPLEMENT A TRACKER?

• Lots of hype - but little fact

• No single source global research into usage and impact of Social Media

• Social media is a disruptive technology

• Potential to transform new media consumption, marketing communications

and consumer behaviour

• It has never been easier for consumers to create content

• Need to understand now• Just the tip of the iceberg

WHY ITS DIFFERENT

PROFESSIONAL

SO

CIA

L M

ED

IAT

RA

DIT

ION

AL

ME

DIA

CONSUMER

FINITE UNLIMITED

ONE WAYCONVERSATIONAL

STATIC DYNAMIC

PAID FOR FREE

SINGLE MEDIA MIXED MEDIA

persuasion influence

marketer generated user generated

awareness interest consideration purchase opinions advocacy community

Communication model is changing

1

2

3

WAVE 3 DEMONSTRATES

Ongoing growth of all social media platforms

Its mass market everywhere

We’re all becoming content creators

Emerging markets are leading the way, closing the technological gap4

5Social media rivals traditional media in reach

and frequency

Added Wave 1

Added Wave 2

Added Wave 3

ON A GLOBAL SCALE

29 markets

17,000 respondents

Australia

China

Singapore

Philippines

Taiwan

South Korea

USA

Mexico

Brazil

Japan

India

Pakistan

Hong Kong Canada

Turkey

UK

Denmark

GreeceRussia

Romania

France

Spain

Italy

Germany

Poland

Czech Republic

Hungary

Netherlands

Switzerland

Austria

March 2008

Social Media Tracker Global Summary

Evolution of Social Media….

All social media platforms have grown significantly over the three Waves

Videos, Blogs, and Social Networks lead in frequency

VIDEO IS A UNIVERSAL PLATFORM

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

Japan

USA

UK

India

Hong Kong

South Korea

China

Taiwan

Philippines

% Ever Done

“Thinking about using Internet, which of the following have you ever done?”“Watching Video Clips” Active Internet Universe

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

Japan

Australia

UK

South Korea

Hong Kong

India

Taiwan

China

Philippines

% Upload video clips

“Thinking about using the Internet, which of the following have you ever done?”“Upload my videos to a video sharing website” Active Internet Usage

HK shows high usage uploading Video/Photo Content

PHOTOS ARE A SIMILAR STORY

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

Japan

Canada

USA

UK

South Korea

Hong Kong

India

Taiwan

China

Philippines

Upload photos

“Thinking about using the Internet, which of the following have you ever done?”“Upload my photos to a photo sharing website” Active Internet Universe

ALSO HUGE VARIATION IN RSS USAGE“Thinking about using the Internet, which of the following have you ever done?”“Subscribe to an RSS feed” Active Internet Users

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

Canada

USA

Australia

UK

Japan

Hong Kong

India

South Korea

Philippines

Taiwan

China

% Subscribe to an RSS feed

Italy3.9m

Germany8.2m

Switzerland0.9m

USA43m

Spain4.7m

France4.2m

Japan12.4m

Czech0.8m

Denmark0.6m

Austria0.6m

Greece0.5m

Turkey3.3m

China39m

India11.7m

South Korea9.4m

Romania1.4m

Netherlands3.7m

CANADA4.2m

UK11m

Australia2.6m

Hong Kong1m

MEXICO5.1m

BRAZIL11.4m

Pakistan1.8m

Poland2.7m

Taiwan3.9m

Philippines3m

Hungary1m

Russia6.1m

ASIA IS THE BIGGEST SOCIAL NETWORKING MARKET

% joined a social network

70%+

60% -69%

50%-59%

<49%

16-54 Active Internet Universe Estimates

IN ALL AGES

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

% C

rea

te a

pro

file

16 - 24 25 - 34 35 - 44 45 - 54

“Thinking about using the Internet, which of the following have you ever done?”“Create a profile on a new social network” Active Internet Universe

MORE THAN JUST FRIENDS

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

Promote a band

Dating

Upload videos

Install applications

Write a blog

Favourite / currentlylistened to music

Upload photos

Message friends

% What done with Social Network Page (Social Network Users)

“What do you do with your social networking profile?” Active Internet Universe

March 2008

Social Media Tracker Global Summary

Key Findings

Findings & Implications

• Daily consumption of video clips have grown massively and penetration is huge

• Shift from standard banner and traditional (i.e. TVC, etc.) to higher % of video ads

• Media consumption has begun to tap into the on-demand model

• % Uploading video is not far from uploading photo’s

• Need to engage, and provide users the opportunity to engage with brands

• Competitions to create, edit and share will become the mainstream for video/photo upload competitions.

• Social Networks have evolved into platforms to organise users Internet experience

• This is definitely a key channel that can further manage existing offline relationships

• Users are posting a massive range of content

• Create and engage in communities whilst SNS is quite new to test and learn how the brand can benefit.

March 2008

Social Media Tracker Global Summary

Leveraging Social Media Opportunities

Coke Emblem Olympic Campaign

Objective:

• Drive awareness of Coke’s involvement with Olympics as being a Worldwide Sponsor.

Strategy:

• Individual to connect with olympics via user designed emblem and photo upload

• Drive from Online to Offline

Solution:

• Leverage social media to drive users to participate in an online photo contest

• Top photo’s would have an opportunity to be placed on a outdoor billboard at Sogo

Results:- x million online impressions were delivered within a 7 day period

Results:- x million online impressions were delivered within a 7 day period

UPS Olympics Alert Campaign

Objective:

• Drive awareness that “UPS Delivers the Olympics”

Strategy:

• Leverage platforms that deliver olympic news & content to consumers first

Solution:

• MSN Olympics Sponsorship

• Meseenger alerts

• Messenger Bot game

• On.TV Branded Page for video

• 3 - Mobile Alerts and WAP portal

UPS Olympics Alert Campaign

Media Firsts:

- MSN Alerts (daily)

- MSN Bot Game

- On.TV Branded Page

Results:

- 28+ million impressions on MSN Olympics Sponsorship alone

- Xxx games played

- xxx alert subscribers

- Over x% response rate via mobile

Opportunities – Social Network Sites

Numerous opportunities to explore

31 Global

Digital

ResearchIntel video

• Campaign objectives:

• Drive the concept of “New PC”

• Build up C2D awareness

• Target Audience:

• Male skewed, age 18-30,

• college student

• active, positive, engaged in fashion

33 Global

Digital

Research

The Social Media Tracker is part of Universal McCann's global research programme, WAVE, which tracks the impact of

communications technologies on a global scale.

More infomation:Adrian.toy@umww.com

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