1. Oh my God
what happened?
Helena Chari | Managing Director, TNS ICAP
Social Media Conference | March 22 nd 2011

5. connection & interaction
connect around common interests
disruption

6. what is

8. social media is the crack
cocaine of the internet

9. people do not connect to each
other in a completely random way

10. social networks/communities
form around
social objects
not the other way around

11. technologies don’t simply replace
old ways of doing things; they also
replace old models of thinking

13. listening platform
analyzing streams of hard data
communities

14. market research online communities
1.conducted in real time
2.humanistic methods
3.collaboration
4.build relationships

15. 1 out of two greeks 15yrs.+ use
the internet
not just the young…
15 - 24 91
25 - 34 80
35 - 44 60
45 - 54 44
55+ 8
Source: TNS ICAP

16. 6 out of ten surf the
web daily
20 hours per week
spent online
Source: TNS Digital Life

17. social is the 2nd most common activity
with most hours spent/week
% doing activity daily
No. of hours spent on activity per week
7.4
5.7 5.6 5.5
4.9
4.4
3.5
3.0
80 2.6
56 1.8 1.6 53 52
50 49
29 33
24 17 9
Source: TNS Digital Life

18. people join brand communities in
greece for the immediate personal
benefit (eg, receiving promotions)
and much less for brand info and
engagement
Source: TNS Digital Life

19. 198
Source: TNS Digital Life

20. look who’s talking now…
Inactive 48 43
Listeners 40
36
Talkers 32 44
Global Greece
Source: TNS Digital Life

21. HIGH
CONSUMPTION
Internet is commoditised Internet is pivotal
Makes my life more efficient Is the centre of my life
42%
7% 13%
LOW HIGH
INVOLVEMENT 19% INVOLVEMENT
19% 1%
LOW
Internet is functional CONSUMPTION Internet is aspirational
Helps me to be productive Helps me achieve my goals
Source: TNS Digital Life

22. technological change
is like an axe in the hands
of a pathological criminal
albert einstein

23. it’s how you do it...
...and that’s
what gets
results