Seeing The Wood And The Trees

Seeing the Wood and the Trees…

Confidential © 2009 The Nielsen Company

Prepared by:

Mark Higginson

Director of Analytics

Tuesday 29th September 2009

Confidential

© 2009 The Nielsen Company2

• Size of Social Media online

• Who’s winning?

• Old School Social Media

• How can brands engage with

highly social consumers?

What we are going to talk about today…

Confidential


The current state of the Internet

As of August 09, Australia’s Active online audience is

14+ million people…

Nielsen Netview, Aug 2009

14,424

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

Aug-09

Active AU

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© 2009 The Nielsen Company

0

5

10

15

20

25

30

Hours online per month

4


Nielsen Netview, August 2009

28 hrs US

26.5 hrs AU

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The Age of the Australian Internet

18%

24%

31%

19%

8%

0

5

10

15

20

25

30

35

2 - 17 18 - 34 35 - 49 50 - 64 65+

Per

cen

tage

of

Au

die

nce

Unique Audience Age Groups


Confidential






14,424

9,675

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

Aug-09

Active AU Banking Communities

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14,424

9,675 10,124

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

Aug-09

Active AU Banking Communities

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© 2009 The Nielsen Company

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

8

Top Sites Visited by Australians


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Facebook now dominates….

0

1,000

2,000

3,000

4,000

5,000

6,000

Un

iqu

e A

ud

ien

ce (

000s)

61% year on year growth

Nielsen Netview, June 2009

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Facebook now dominates….

0

1,000

2,000

3,000

4,000

5,000

6,000

Un

iqu

e A

ud

ien

ce (

000s)



Aug 09

8.1M

Confidential


…and Twitter emerges…

0

100

200

300

400

500

600

700

800

900

Un

iqu

e A

ud

ien

ce (

000s)



http://twitter.com/

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…and Twitter emerges…

0

100

200

300

400

500

600

700

800

900

Un

iqu

e A

ud

ien

ce (

000s)



Aug 09

1.5M

http://twitter.com/

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Social Media…An Overnight Sensation!!

http://www.well.com/

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Social Media…An Overnight Sensation

• Actually launched in 1985

• Wired Mag : “the world's most

influential online community”

http://www.well.com/

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Finding a niche…

8.1

Million1.5M

10 mins 6hrs 28mins

http://twitter.com/

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Finding a niche…

8.1

Million1.5M

10 mins 6hrs 28mins

523k

12 mins

http://twitter.com/

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Finding a niche…

8.1

Million1.5M

10 mins 6hrs 28mins

523k

12 mins

1.2M

21 mins

http://twitter.com/

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Cinema Experience

3-D

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The next big movie blockbuster ? …

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• How has the online editorial review landscape changed?

Movie Reviews

0

50

100

150

200

250

300

350

400

450

500

Un

iqu

e A

ud

ien

ce (

000s

)

ninemsn MovieFIX

Yahoo!7 Movies

Rotten Tomatoes

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• How has the online editorial review landscape changed?

Movie Reviews

0

50

100

150

200

250

300

350

400

450

500

Un

iqu

e A

ud

ien

ce (

000s

)

ninemsn MovieFIX

Yahoo!7 Movies

Rotten Tomatoes

average 33%

year on year decline

Confidential


• New sites emerging that

are taking technologies

such as Twitter and

repurposing the content

to a particular audience:

eg

skinnipopcorn.com :

real time movie reviews

by Twitter users

The consumer as Reviewer – first wave

Confidential


James Cameron’s Avatar

70%

9%

21%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Sentiment

First Impressions

Positive Negative Neutral

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62%

11%

26%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Sentiment

Internet 2-D Trailer


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100%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Sentiment

3-D Preview


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100%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Sentiment

3-D Preview


85% impressed with 3D

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100%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Sentiment

3-D Preview


85% impressed with 3-D

46% thought 2-D trailer

didn’t do film justice

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A Tale of Two Communities

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Comparison of Two Communities – Discussion Topics

0%5%

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

Weight Watchers Forum Topics

support and sharing

40% WW 31% TF

0%5%

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

Tony Ferguson Forum Topics

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A Tale of Two Communities – Discussion Topics

0%5%

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


0%5%

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


exercise

25% WW 7% TF

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A Tale of Two Communities – Discussion Topics

0%5%

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


0%5%

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


physiology

2.5% WW 10% TF

Confidential


• Social Media is mainstream media

• There’s more to Social Media than

Twitter and Facebook

• Social Media is a rich environment for

brands to listen to and learn from

Social Media

THANK YOU

Mark Higginson

Director of Analytics

[email protected]

(2) 8204 5848

Technology

Seeing The Wood And The Trees