Social Media Et Branding - Chiffres, Tendances Des Pratiques Communautaires

BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Social Media and Branding

Tom Smith, Trendstream
2-3 June 2010
Today
• Social Media in 2010 – Where should brands

focus?
• What do consumers want from brands
• The opportunity
2-3 June 2010
18 markets, 50K+ surveys - Most detailed social media research

2-3 June 2010
Social Media in 2010 – Where

should brands focus
2-3 June 2010
Follow the hype.....?

2-3 June 2010
Not always... 41% Twitter Awareness

55% Facebook Awareness
Awareness of web services by country
80%
Twitter
70%
Facebook
60%
50%
40%
30%
20%
10%
0%
UK Netherlands Germany Italy Spain France Russia
Source: Global Web Index Wave 2

2-3 June 2010
The mass market is different.... 6% Twitter Usage

29% Facebook Usage
Weekly usage of web services by country
80%
70%
60%
50%
40%
30%
20%
10%
0%
UK Netherlands Germany Italy Spain France Russia
Twitter Aware Facebook Aware Twitter Use Facebook Use
Source: Global Web Index Wave 2

2-3 June 2010
Leading users are

Know who is using.... marketing and computer
professionals
Regular Twitter user
18%
16%
14%
12%
10%
8%
6%
4%
2%
0%
Source: Global Web Index Wave 2 – European Average

2-3 June 2010
The Social Web is much bigger
Watched a video clip
Manage your social network profile
Uploaded photos online
Used a consumer review site
Used a Chat Room / Forum
Left a comment on a story on a website
Uploaded a video online
Listened / watched a podcast
Edited/managed own website
Written a news story / article
Written your own blog
Used a micro-blogging service

Have Done in the Last Month
0% 10% 20% 30% 40% 50% 60% 70%

2-3 June 2010
Growth is driven by Social Networks and Video. Behaviour

change moves more slowly than you might think
Watched a video clip
Manage your social network profile
Uploaded photos online
Used a consumer review site
Used a Chat Room / Forum
Left a comment on a story on a website
Uploaded a video online
Listened / watched a podcast
Edited/managed own website
Written a news story / article
Written your own blog Jul-09

Jan-10 change
Used a micro-blogging service
0% 10% 20% 30% 40% 50% 60% 70%

2-3 June 2010
The key involvement points for brands differ by market:
France Germany Italy Netherlands Russia Spain UK
Manage your social network profile 32% 29% 38% 38% 50% 39% 46%
Written your own blog 9% 8% 19% 8% 19% 18% 9%
Used a micro-blogging service 4% 4% 12% 3% 13% 7% 6%
Edited/managed own website 9% 14% 19% 13% 23% 15% 11%
Left a comment on a story on a website 23% 23% 24% 26% 32% 37% 24%
Source: Global Web Index Wave 2 – Have done in the last month
2-3 June 2010
These contributors shape your brand: reviews and

forums are key
Where did you mention products and brands in the last month?
In reviews on an online retail site 28%

To a contact on email 25%
On a forum or message board 24%
On a site dedicated to reviews and recommendations 24%
On a price comparison site 22%
To a contact on instant messenger 22%
To a contact on a social network 21%
In a group on a social network 19%
In the comments of a blog 18%
On the comments of a news site 17%
On my blog 11%
0% 5% 10% 15% 20% 25% 30%

2-3 June 2010
This information impacts all web users...

What motivates you to get online?
Research / find products to buy 43%
Stay up to date on news / events 42%
Stay in touch with friends 41%
Research how to do things 38%
Research for work 33%
Entertainment 32%
To get inspired/get ideas 27%
Education 27%
Fill up spare time 26%
Find music 25%
Find films / TV shows 22%
Keep my friends up to date with my life 19%
Play games 18%
Networking for work 18%
Share my opinion 15%
Share content 14%
Express myself 13%
Organise my life 12%
Promote something 11%
Meet new people 11%
Change other people’s opinions 7%
Take on a different personality 4%
0% 10% 20% 30% 40% 50%
2-3 June 2010
People trust other consumers online more than any

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

2-3 June 2010
Your brand perception is shaped here....

2-3 June 2010
6 out of 10 are consumer

And here..... created
2-3 June 2010
Key points
• Social Media is much bigger than Facebook and Twitter

• Forums, reviews and recommendation sites drive purchasing
• Contribution in Europe is very purchasing orientated
• Contributors are shaping your brand. It is essential to engage
them directly
2-3 June 2010
What do consumers want from

brands?
2-3 June 2010
What improves your opinion of the

They want to talk!! brand?
A company/brand community/social network that allows interaction
A page in a social network to ask questions directly to the company
Listening to the comments that people say online
Sponsoring music downloads
Using targeted advertising
Braded videos
Creating blogs that focus on the company and product
Talking to bloggers directly about relevant products and services
Creating groups in social networks
Becoming your friend in a social network
Sponsoring blogs
Contacting me with helpful information if I mention the brand
0% 5% 10% 15% 20% 25%

2-3 June 2010
A page in a
social network
where I can
talk directly
Interacting Listening to
what I say
with Staff
What improves your opinion of the

brand? Top 3
2-3 June 2010
Technology and fashion brands lead demands for

consumer interaction
Create a platform for you to interact with the company or staff directly e.g blog / micro-blog
35%
30%
25%
20%
15%
10%
5%
0%
Luxury Soft drink Airline Packaged Snack Financial Personal Car / Fashion Technology
product food product product / care / Automobile brand product
product service beauty
brand

2-3 June 2010
The opportunity
2-3 June 2010
This is much bigger than just another short term

marketing opportunity. It should redefine how brands
relate to consumers across the business
PR/Comms
Customer
Advertising Service
Product
Recruitment Development
2-3 June 2010
The social web is fragmented and messy. Take your

brand to the consumer in as many platforms as
possible: e.g Capricho teen magazine Brazil
2-3 June 2010
Talk to consumers on a one to one basis e.g Tata,

Sony or Apple in India
2-3 June 2010
Promote your people not just the brand e.g Dell

2-3 June 2010
Enhance product + provide places for customers to

engage: deliver open and real-time customer
engagement e.g Skybrasil
2-3 June 2010
Tell stories about the company: be transparent and

open e.g Mercedes video content in China
2-3 June 2010
Reward consumer involvement and distribution: e.g

MTV India or HP Brazil
2-3 June 2010
The role of advertising?
• Social media is a challenge for advertising:

– Need to think beyond the traditional media buy and ad format
– Create assets that can also be distributed by consumers and paid for
ad units
– Use sponsorship with content, and applications
– Promote people
– Signpost consumers to your social presence – work with social
platforms
– Help speed up the process – social media is a long term and can be a
slow build commitment
2-3 June 2010
Thank you....!
• tom@trendstream.net
@tomtrendstream
+447970727061
skype: tomtrendstream
Managing Director
Trendstream Limited

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BRANDING ONLINE: THE TIME IS NOW

2-3 June 2010

Social Media and Branding

• Social Media in 2010 – Where should brands

18 markets, 50K+ surveys - Most detailed social media research

Social Media in 2010 – Where

Follow the hype.....?

Not always... 41% Twitter Awareness

Source: Global Web Index Wave 2

The mass market is different.... 6% Twitter Usage

Twitter Aware Facebook Aware Twitter Use Facebook Use

Source: Global Web Index Wave 2

Leading users are

Source: Global Web Index Wave 2 – European Average

The Social Web is much bigger

Watched a video clip

Manage your social network profile

Uploaded photos online

Used a consumer review site

Used a Chat Room / Forum

Left a comment on a story on a website

Uploaded a video online

Listened / watched a podcast

Edited/managed own website

Written a news story / article

Written your own blog

Used a micro-blogging service

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

Source: Global Web Index Wave 2 – European Average

Growth is driven by Social Networks and Video. Behaviour

Manage your social network profile

Uploaded photos online

Used a consumer review site

Used a Chat Room / Forum

Left a comment on a story on a website

Uploaded a video online

Listened / watched a podcast

Edited/managed own website

Written a news story / article

Written your own blog Jul-09

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

Source: Global Web Index Wave 2 – European Average

The key involvement points for brands differ by market:

France Germany Italy Netherlands Russia Spain UK

Written your own blog 9% 8% 19% 8% 19% 18% 9%

Used a micro-blogging service 4% 4% 12% 3% 13% 7% 6%

Edited/managed own website 9% 14% 19% 13% 23% 15% 11%

These contributors shape your brand: reviews and

In reviews on an online retail site 28%

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

Source: Global Web Index Wave 2 – European Average

This information impacts all web users...

People trust other consumers online more than any

Source: Global Web Index Wave 2 – European Average

Your brand perception is shaped here....

6 out of 10 are consumer

• Social Media is much bigger than Facebook and Twitter

What do consumers want from

What improves your opinion of the

A company/brand community/social network that allows interaction

A page in a social network to ask questions directly to the company

Listening to the comments that people say online

Sponsoring music downloads