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)
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 ONE 2006
WAVE TWO 2007
WAVE THREE 2008
WAVE FOUR 2009
Tracker
Anytime Anyplace
In-Depth
When Did We Start Trusting Strangers
Motivations behind Social Media
15 markets
21 markets
29 markets
52 markets
7,500
10,000
17,000
28,500
respondents
respondents
respondents
respondents
Added Wave 1 Added Wave 2 Added Wave 3 Added Wave 4
Reading Blogs- Below Global Average “Thinking about using the Internet, which of the following have you ever done?” “Read blogs/weblogs” Active Internet Universe Italy
Russia
Global
UK
France
Denmark
Germany
0%
Source: Universal Mccann Wave 3 Survey 2008 Universe: Internet users
10%
20%
30%
40%
% Ever Read
50%
60%
70%
80%
90%
Writing Blogs- Similar Findings “Thinking about using the Internet, which of the following have you ever done?” “Write my own blog/weblog” Active Internet Universe
Spain
Global
Italy
France
Germany
Russia
UK
Denmark
0%
5%
10%
15%
20% % Ever Write
Source: Universal Mccann Wave 3 Survey 2008 Universe: Internet users
25%
30%
35%
40%
45%
Social Networking a More Prominent Activity “Thinking about using the Internet, which of the following have you ever done?” “Create a profile on a new social network” Active Internet Universe
Russia
UK
Global Average
Denmark
Germany
Spain
Italy
France 10%
20%
30%
40%
50%
% Create a profile
Source: Universal Mccann Wave 3 Survey 2008 Universe: Internet users
60%
70%
80%
90%
60% Manage Their Page Once a Week or More “Thinking about using the Internet, how often do you do any of the following?” “Manage your social network page” – Social Network users only W EEKLY R EA C H
M ON T HLY R EA C H
LESS OF T EN
100% 90% 80% 70% 60%
Source: Universal Mccann Wave 3 Survey 2008 Universe: Internet users
K U
Sp ai n
us si a R
Ita ly
an y er m G
Fr an ce
en m D
G
lo ba lA
ar k
50% 40% 30% 20% 10% 0% ve ra ge
% Update
D A ILY R EA C H
MySpace and Facebook Dominate Usage % Weekly usage Active Internet Universe (weighted reach - based on universe sizes)
Myspace Facebook Blogger Baidu QQ Flickr Sohu Orkut Hi5
Denmark Global
Skyblog/Skyrock LastFM Friendster Cyworld Mixi Second Life Linkedin Bebo Bokee Piczo 0%
5%
10%
15%
20%
% Weekly usage
Source: Universal Mccann Wave 3 Survey 2008 Universe: Internet users
25%
30%
35%
Watching Video Online – On Par with Spain and UK “Thinking about using the Internet, which of the following have you ever done?” “Watching Video Clips” Active Internet Universe
Spain
UK
Denmark
Italy
Germany
Russia
France 0%
10%
20%
30%
40%
50% % Ever Done
Source: Universal Mccann Wave 3 Survey 2008 Universe: Internet users
60%
70%
80%
90%
100%
88% Watch a Video Once a Month or More “Thinking about using the Internet, how often do you do any of the following?” “Watch video clips” – Video clip viewers only
D A ILY R EA C H
W EEKLY R EA C H
M ON T HLY R EA C H
LESS OF T EN
100% 90% % Watch Video Clips
80% 70% 60% 50% 40% 30% 20% 10%
Source: Universal Mccann Wave 3 Survey 2008 Universe: Internet users
K U
Sp ai n
us si a R
Ita ly
an y er m G
Fr an ce
ar k en m D
G
lo ba l
0%
Uploading Not as High as Watching of Video “Thinking about using the Internet, which of the following have you ever done?” “Upload my videos to a video sharing website” Active Internet Usage
Germ any
UK
Spain
Italy
Denm ark
Russia
France
0%
5%
10%
15%
20%
% U pl oa d v i de o c l i ps
Source: Universal Mccann Wave 3 Survey 2008 Universe: Internet users
25%
30%
35%
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?â€&#x;
70
Danish film informers Danish total audience
60 50 40 %
30 20 10 0 e fe e e -24 -34 -44 -54 ol nt ior r) er r y ge ity te ry r) ed ic i al al M em 16 25 35 45 cho nda nda lle ers dua ude un age age off e w loy Oth p f S co co Co niv r a St e J an an on us m y o e G c e r e U N i m m S t H n a S ff U O Mid ior os im ar t ull r P n ( F P P e e c (S ffi ce O ffi O Source: Universal Mccann Wave 3 Survey 2008 Universe: Danish internet users
„I‟m always looking for new products and services to try‟ i128
„I often do things on the spur of the moment‟ i111
„I enjoy good quality things‟ i111
„I have a favourite blog that I read regularly‟ i119
Indexed against online informers in other categories
„Opinions online influence my viewpoint on politics‟ i128
„Opinions online influence my viewpoint on social issues‟ i121
„I use social networks to meet new people‟ i115
Source: Universal Mccann Wave 3 Survey 2008 Universe: Internet users-indexed against global internet users
Danish Film Informers Perform More Online Activities “Thinking about using the Internet, which of the following have you ever done?�
V isit ed an o f f icial co mp any/ b r and web sit es W at ch vid eo clip s o nline ( e.g yo ut ub e.co m) U se Inst ant M esseng er ( e.g W ind o ws Live M esseng er ) List en t o live r ad io / aud io o nline V isit a f r iend s so cial net wo r k p ag e ( e.g f aceb o o k.co m) Shar e a vid eo clip wit h a f r iend ( email/ Inst ant messeng er ) M ake a p ho ne call using yo ur co mp ut er
Danish film Inform ers
C r eat e a p r o f ile o n a new so cial net wo r k ( e.g f aceb o o k.co m)
Danish Total audience
R ead b lo g s/ web lo g s B uy music in a d ig it al f o r mat o nline D o wnlo ad music f r o m a Peer t o Peer sit e ( e.g Limewir e.co m) Leave a co mment o n a b lo g sit e
0
10 20
30 40
50 60 %
Source: Universal Mccann Wave 3 Survey 2008 Universe: Danish Internet Users
70 80
90 100
Contacting Friends and Uploading Content Important “What do you do with your social networking profile?�
St ay in co nt act wit hexist ing f r iend s M essag e f r iend s U p lo ad p ho t o s M eet new f r iend s W r it e a b lo g F avo ur it e/ cur r ent ly list ened t o music U p lo ad vid eo s D a ni sh f i l m i nf or m e r s
D at ing
D a ni sh t ot a l a udi e nc e
Inst all ap p licat io ns Ot her Pr o mo t e a b and 0
10
20
30 %
Source: Universal Mccann Wave 3 Survey 2008 Universe: Danish Internet users
40
50
Danish Film Informers Blog Around Topics as: Technology, Music, and Film/TV “When writing your blog, what topics do you normal write about?� P e r sona l B l ogs ( di a r y si t e s) C om put e r s Fa m i l y or f r i e nd B l ogs Te c hnol ogy M usi c Fi l m / TV Opi ni ons onpr oduc t s a nd br a nds
D anish F ilm inf o r mer s
Tr a v e l ( hol i da y s, de st i na t i ons)
D anish t o t al aud ience
N e ws/ C ur r e nt A f f a i r s Ga m i ng S por t S c i e nc e B usi ne ss( ge ne r a l ne ws & opi ni on) Ot he r C e l e br i t i e s B usi ne ssne ws- r e l e v a nt t o m y c ur r e nt j ob
0
2
4
6
8 %
Source: Universal Mccann Wave 3 Survey 2008 Universe: Danish Internet users
10
12
14
16
Blog Posts Consist of Brand/Product Opinions & Photos “When writing your blog, which of the following do you post?�
Op i n i o n s o n p r o d u c t s a n d b r a n d s
P hot os
R e c o m m e n d e d we b si t e s
Vi d e o s F a v o u r i t e / c u r r e n t l y l i st e n e d t o m u si c
D ani sh F i l m I nf o r mer s Ot h e r
D ani sh T o t al A ud i ence
Wi d g e t s ( e . g a p p l i c a t i o n s t h a t d i sp l a y o t h e r si t e c o n t e n t ) S t or i e s f r om ot he r bl ogs
U p l o a d m u si c
0
2
4
6
8 %
Source: Universal Mccann Wave 3 Survey 2008 Universe: Danish Internet users
10
12
14
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? F ilms C o mp ut er So f t war e Po r t ab le t echno lo g y M usic M o b ile Pho ne Ser vices
Danish Film Inform ers
Ho me T echno lo g y
Danish Total audience
f lig ht s/ t r ains Games C o nso les/ Gaming Ho lid ays/ D est inat io ns B o o ks Gr o cer ies ( f o o d ) N o n alco ho lic b ever ag es Ho me ap p liances F ashio n ( clo t hing / sho es) C ar s A lco ho lic d r inks Gr o cer ies F inancial Pr o d uct s C o smet ics Per so nal Hyg iene U t ilit ies Pr o p er t y/ R eal Est at e
0 Source: Universal Mccann Wave 3 Survey 2008 Universe: Danish internet users
20
40 %
60
80
They Consume Similar Content around Blogs „What blog topics do you normally read?â€&#x; Fi l m / TV N e ws/ C ur r e nt A f f a i r s Fa m i l y / f r i e nd B l ogs Te c hnol ogy P e r sona l B l ogs ( di a r y si t e s) C om put e r s S c i e nc e M usi c
D anish F ilm inf o r mer s
C e l e br i t i e s
D anish t o t al aud ience
P r oduc t r e c om m e nda t i ons Tr a v e l ( hol i da y s, de st i na t i ons) Ga m i ng S por t B usi ne ss ( ge ne r a l ne ws & opi ni on) B usi ne ss ne ws- r e l e v a nt t om y c ur r e nt j ob Ot he r
0
5
10
15 %
Source: Universal Mccann Wave 3 Survey 2008 Universe: Danish Internet users
20
25
30
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?â€&#x; M o b ile p ho ne ser vice Ho me T echno lo g y e.g T V ' s/ PC F ilms Ho lid ays/ D est inat io ns Po r t ab le t echno lo g y e.g M P3 p layer s/ M o b ile Pho nes C o mp ut er So f t war e M usic T r avel- i.e f lig ht s/ t r ains
Danish film informers
B o o ks
Danish total audience
Games C o nso les/ Gaming F ashio n ( clo t hing / sho es) C ar s/ A ut o mo b iles Ho me ap p liances e.g F r id g es/ f r eez er s F inancial p r o d uct s ( e.g cr ed it car d s/ b anking / insur ance) Pr o p er t y/ R eal Est at e C o smet ics Per so nal Healt hcar e ( e.g med icines, co nt act lenses et c) A lco ho lic d r inks Gr o cer ies ( no n f o o d e.g cleaning p r o d uct s) Gr o cer ies ( f o o d ) U t ilit ies e.g g as, elect r icit yet c N o n alco ho lic b ever ag es
0 Source: Universal Mccann Wave 3 Survey 2008 Universe: Danish internet users
20
40
60 %
80
100
Trustworthy Mediums for Consuming Content AND RADIO COME TOP
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
Indexed against Danish Total Audience
Danish Film Informers
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
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
rick.corteville@umww.com