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Authors Sarah Everitt and Louise Brice look at the rise of social networking, the opportunities for businesses who engage with social media and how being social on the web has changed the dynamic of how people interact with media and brands.
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A connected generation:
the rise and rise of social media
Sarah Everitt,
Louise Brice,
2 in 3 internet users worldwide visited a social networking site
in May 2010
The rise and rise of social networking
Source: ComScore
May 2010
The rise and rise of social networking
In July there were 500 million people worldwide actively
using Facebook
50 million tweets per day, on average
24 hours of video uploaded to YouTube
every minute
Source: Facebook; Royal Pingdom; YouTube
It’s entering the mainstream..
Globally, more people use social networks than email
Source: Mary Meeiker, April 2010
It’s for us all ...
Even your mum is friending you on Facebook!
.. And impacts on every part of our lives
1 in 6 marriages that occurred last
year, were between couples who met
via social media
Source: “What the F*ck is Social Media Now?,”
by Marta Kagan, Nespresso
And for businesses too
54% SMBs use social
media to promote their business
Source: www.forbes.com
.. With increasing revenue spent on social media
UK social marketing spend expected to reach €83M
in 2010 (55% increase vs. 2008)
Source: Forrester Social Media Forecast April 2010
Social Media is everywhere ...
Websites
for... Finding information
Trusted for
recommendations
For forums/
discussions
Google 79% 42% 17%
Amazon 44% 44% 15%
Wikipedia 31% 9% 6%
bbc.co.uk 26% 19% 17%
Yahoo 20% 13% 10%
Facebook 10% 8% 34%
MSN 10% 5% 9%
YouTube 10% 4% 10%
Twitter 2% 1% 7%
Q
Thinking about where you go to find out information about products, brands and services. Which of the following websites are you likely to visit to ...
Base: 1047 British adults, August 2010
Consumers like the same websites, but for different needs
Q
Please type in .. the first 3 words that come to mind when thinking about how you would describe the internet.
Base: 1047 British adults, 124 British adults aged 18-24, August 2010
The internet is....
89%
88%
70%
68%
54%
92%
87%
79%
78%
77%
Useful
Informative
Entertaining
Fun
Social
% All adults
% 18-24 yr olds
Q To what extent do you agree .. that the Internet is..? (Rating 8-10)
Source: Ipsos MORI Base: 1047 British adults, 124 British adults aged 18-24, August 2010
.. but is more fun & social for 18‐24s
Source: Ipsos MORI
Social sites are destination sites for 18‐24s
18‐24s are most likely to first visit social
networking sites when logging on to the web
18‐24s are most likely to first visit social
networking sites when logging on to the web
Source: Ipsos MORI
Sites not traditionally associated with social networking are also viewed as social
Q To what extent do you agree that bbc.co.uk
is social?Base: 1047 British adults, August 2010
1 in 5 view bbc.co.uk
as highly social (rating 8‐10 out of 10)
30% of daily
bbc.co.uk
users
would be happy to
engage in a forum on
the site
Using the internet is in itself a social activity
7% 8% 2% 7%
20% 16% 16%9% 10%
12%
43%34% 31%
32% 29% 22%
2%9%
YouTube Facebook MySpace Flickr Twitter MSN
OccasionallyRegularlyAlways59%
42% 42%56%
41%
70%
Q How often, if at all, do you tend to look at websites together
with others?
Base: all past month users, August 2010 Source: Ipsos MORI
... and particularly for 18‐24s
70%
56%49%
41%37%
77%68%
56%62%
48%55%
45%
59%
49%
YouTube Facebook eBay Google Amazon MSN Yahoo
All adultsAged 18-24
Source: Ipsos MORI
Q How often, if at all, do you tend to look at websites together
with others?
Base: all past month users, August 2010
18‐24 year olds
Source: Ipsos MORI Base: 1047 British adults, 124 British adults aged 18-24, Online representative sample, August 2010
18‐24s are as likely to be on social networks as out with friends
All adults
71% ‐
Staying in and talking to friends / family
65% ‐
Going out with friends and family
44% ‐
Chatting via social networks with friends / family
87% ‐
Staying in and talking to
friends / family
77% ‐
Going out with friends and
family
78% ‐
Chatting via social networks
with friends / family
Q Which if any of the following have you done in the past week? (Average number of mentions)
Base: 1047 British adults, 124 British adults aged 18-24, August 2010
18‐24s do more of everything! And multi‐task!
Source: Ipsos MORI
Source: Ipsos MORI Base: 1047 British adults, 233 British adults who use a mobile /PDA to access the internet, August 2010
Those with mobile internet are particularly social
12
19
22
19
34
37
42
39
48
42
42
27
26
25
14
Review website
Reviews on a blog
Reviews on a social networkingsite from people you know
Newspaper reviews
A TV ad
% Low (1-4) % Mid (5-7) % High (8-10)
There is a high degree of trust in online sources if they are from like‐minded people
Q How would you rate the trust you have in the following?
Source: Ipsos MORI Base: 1047 British adults, August 2010
13%
11%
10%
7%
6%
21%
15%
15%
13%
6%
Liked a product / brand on Facebook
Watched video / ad about a product /brand on YouTube
Become a fan of a product / brand onFacebook
Liked a video / ad by a product /brand on Facebook
Recommended a product / brand onFacebook
% All adults
% 18-24 yr olds
1 in 5 18 ‐24 year olds has liked a product/brandQ Have you done any of the following in the past month?
Base: 1047 British adults, 124 British adults aged 18-24, August 2010
All adults Net: any Facebook
activity 22% Net: any YouTube
activity 12%
18-24s Net: any Facebook
activity 32% Net: any YouTube
activity 18%
And these are not just existing customers
2
9
We asked people how well they know the brands whose videos they share or who they ‘Like’?
2,217 respondents who look at brand content on each site Source: OTX
70% 70% know well
65% 65% know well
42% 42% are a customer of
40% 40% are a customer of
Sharing ads and “liking” brands increases affinity
Source: OTXQ6e/Q6ee. Sample = 1,426 & 1,878 users of YouTube
respectively who have shared brand videos/’liked’
a brand
3 in 4 people say this impacts how they feel about the brand
Base: all past month users, August 2010
1/3 of users act upon recommendations
Source: Ipsos MORI
Recommendations impact behaviour
Social media campaigns are an opportunity...
..to engage consumers with your brand
..any brand!
..and work across platforms
People want to talk to you but:
69% were satisfied with the response14% were dissatisfied
8% received no response at all
Of those contacting brands....
Base: n=84 British adults who have contacted a brand/company via
a social networking site, August 2010 Source: Ipsos MORI
What we really want is...What we really want is...
37
Imagine you could create the perfect social networking site for the future. What would it look like and what features would it have?
Base: 1047 British adults, August 2010 Source: Ipsos MORI
Separation!
In summary
Looking forward, consumers want more closed networks
You can reach new audiences
Brand interactions on social media count
Social media extends beyond networking sites1
2
3
4
Thank you!
