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The
Socialisation
of Brands
Social media tracker - 2010
Wave5, La Socialización de las Marcas (Estudio de Universal MacCann)
Contents
Executive summary                                     5

Introduction                                          7
  •	 The continuing Wave story                       10

Methodology                                          15

The social challenge for brands                      18

The new social landscape: means and motives          23
  •	 The gravitational pull of social networks       28
  •	 The rise of microblogging                       42

The future face of social media                      45

The Socialisation of Brands                          51

The impact: summary                                  67

                                                 3
Wave5, La Socialización de las Marcas (Estudio de Universal MacCann)
Executive Summary
Social media is an incredibly dynamic environment. Terms like “friend” and
“influencer” are no longer adequate to describe the array of social activity and
interaction that is occurring amongst the vast communities now being built online.

A deeper understanding of consumer needs and motivations is the key to unlocking a
real understanding of social media and its users.

Social networks are becoming powerful hubs of interconnected communities but it’s
not just people that are connecting in the social media space. There is huge demand
for a more social and interactive relationships with brands.

Almost half of the Active Internet Universe has already joined a brand community.
These communities are also clearly having a huge benefit to the brands involved,
driving brand loyalty, endorsement and sales.

However, understanding the nature of social demand for each consumer, category and
market is the key to creating a successful social media experience.

This report barely scratches the surface of the rich insight and detail available.
Wave 5 – The Socialisation Of Brands contains information for 20 categories in more
than 54 countries. You will find contact details if you require further information at the
end of this report.


                                                                                    5
Wave5, La Socialización de las Marcas (Estudio de Universal MacCann)
Introduction
47%
                                                      jo
                                                       inin
                                  1.5 billio
                                    visits
                                             n   com brand g
                                                    mu               30%
          th                                            niti       accessing
      row
                                                             es
    g                             to social
10% n the                         networks
                                                                     social
   i     er                                                         media
     umb ial
   n c                            per day                         via mobil
                                                                            e
   of so ork
     netw gers
         a
     man




    The Socialisation of Brands
Hello
Welcome to Wave:
The largest and longest running dedicated social media study in the world.

When Wave started as a project in 2006 we were aware that there was much debate but few facts
behind the social media phenomenon. Therefore we initiated Wave with the aim of measuring the
scale and impact of social media across the globe. In this time, we have researched more than 95,300
internet users in 59 countries and, if Wave has taught us anything, it is that social media stands up
to the hype. Growth has been unprecedented and our tracker has demonstrated how new platforms
have sprung up and reached critical mass with blinding speed across vast geographies.


Figure 1: Internet penetration by market

100%

90%

80%

70%

60%

50%

40%

30%

20%

 10%

 0%




                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Ecuador
                                                                                                                                                                                                                                                                                                                                                          Colombia




                                                                                                                                                                                                                                                                                                                                                                                                                                                             Philippines
                                                                                                                                                                                                                                                   Czech Republic
       Norway
                Sweden




                                                                                                                                                       Estonia



                                                                                                                                                                                      Taiwan



                                                                                                                                                                                                                    Latvia



                                                                                                                                                                                                                                                                    Malaysia


                                                                                                                                                                                                                                                                                           Spain
                                                                                                                                                                                                                                                                                                   Hungary




                                                                                                                                                                                                                                                                                                                                                                     Portugal
                                                                                                                                                                                                                                                                                                                                                                                Turkey



                                                                                                                                                                                                                                                                                                                                                                                                         Kuwait



                                                                                                                                                                                                                                                                                                                                                                                                                                 Romania




                                                                                                                                                                                                                                                                                                                                                                                                                                                                           Mexico


                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Lebanon



                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           Algeria
                                                                                                                                                                           Slovakia
                         Netherlands
                                       Bahrain
                                                 Denmark
                                                           UK
                                                                South Korea


                                                                                          Germany
                                                                                                    Japan
                                                                                                            Belgium
                                                                                                                      Singapore
                                                                                                                                  Canada
                                                                                                                                           USA
                                                                                                                                                 UAE




                                                                                                                                                                                               France
                                                                                                                                                                                                        Hong Kong


                                                                                                                                                                                                                             Republic of Ireland



                                                                                                                                                                                                                                                                               Argentina



                                                                                                                                                                                                                                                                                                             Lithuania
                                                                                                                                                                                                                                                                                                                         Poland
                                                                                                                                                                                                                                                                                                                                  Qatar
                                                                                                                                                                                                                                                                                                                                          Italy
                                                                                                                                                                                                                                                                                                                                                  Chile




                                                                                                                                                                                                                                                                                                                                                                                         Russia
                                                                                                                                                                                                                                                                                                                                                                                                  Oman


                                                                                                                                                                                                                                                                                                                                                                                                                  KSA
                                                                                                                                                                                                                                                                                                                                                                                                                        Brazil


                                                                                                                                                                                                                                                                                                                                                                                                                                           Tunisia
                                                                                                                                                                                                                                                                                                                                                                                                                                                     China



                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Thailand


                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         Egypt



                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     South Africa
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    India
                                                                              Australia




                                                                                                                                                                 Austria




Figures sourced from internetworldstats.com

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             9
The continuing Wave story
Five years is a lifetime in the world of social media and over the course of our five Waves of research we
have come to a deep understanding of the complex and dynamic nature of social media behaviour.

Our first two Waves demonstrated that social media was enabling a large and active community to
create content and share this content with others. In the process the medium moved from being a
primarily text-based medium to a fully audio visual one. Our third Wave charted the democratisation
of influence, how social media was driving ever greater means and opportunity for consumers to
influence their peers. Influence that was becoming an integral part of many consumers decision
making processes. In Wave 4 we examined the reasons behind the huge growth in social media
by understanding the motivations behind the use of different social media platforms. This clearly
demonstrated that you cannot treat all social media the same, consumers engage with a platform
because it meet’s specific consumer needs and all platforms meet these needs differently.

What the Wave project has shown us is that far from being hype, social media is a an explosively
dynamic phenomenon that is changing the way we interact and that this is having a fundamental
effect on our thoughts, feelings, attitudes and behaviour. However, with a few exceptions, brands
and companies are still not social. They are struggling to find a way to intelligently, sensitively and
effectively engage with consumers in this space.

Therefore, with our fifth instalment of Wave, Wave 5 – The Socialisation Of Brands, we have brought
together all our understanding of usage, behaviour , influence and motivation, done this across more
than 50 countries and added the missing piece of the puzzle. The data, insight and analysis that will
help brands create successful social media programmes.



     The Socialisation of Brands
15 markets                                    21 markets
7,500 respondents                             10,000 respondents




                    29 markets
                    17,000 respondents



                                         38 markets
                                         23,200 respondents




                                                                   53 markets
                                                                   37,600 respondents




                                                                                   11
The expanding Wave universe




 The Socialisation of Brands
Wave 1        Wave 2              Wave 3              Wave 4              Wave 5
  Australia      Australia          Australia           Australia              Algeria
      China          Brazil           Austria             Austria          Argentina
     France          China               Brazil         Belgium             Australia
 Germany            France           Canada                  Brazil            Austria
       Italy    Germany                 China            Canada               Bahrain
      Korea        Greece     Czech Republic                China            Belgium
Philippines          India         Denmark             Colombia                  Brazil
     Russia           Italy            France     Czech Republic             Canada
      Spain         Japan          Germany             Denmark                    Chile
         UK          Korea            Greece            Ecuador                 China
         US     Malaysia         Hong Kong               Finland           Colombia
                   Mexico           Hungary                France     Czech Republic
                 Pakistan                India         Germany              Denmark
               Philippines                Italy      Hong Kong               Ecuador
                    Russia              Japan           Hungary                  Egypt
               Singapore                Korea                India            Estonia
                     Spain            Mexico                  Italy            France
                   Taiwan       Netherlands                 Japan          Germany
                Thailand            Pakistan                Korea        Hong Kong
                        UK        Philippines               Latvia          Hungary
                        US             Poland          Lithuania                 India
                                   Romania             Malaysia                   Italy
                                       Russia             Mexico       Ireland (ROI)
                                        Spain       Netherlands                 Japan
                                 Switzerland             Norway                  Korea
                                      Taiwan                  Peru                 KSA
                                       Turkey         Philippines              Kuwait
                                            UK             Poland               Latvia
                                            US          Portugal            Lebanon
                                                       Romania             Lithuania
                                                           Russia           Malaysia
                                                      Singapore               Mexico
                                                    South Africa        Netherlands
                                                            Spain            Norway
                                                         Sweden                 Oman
                                                           Turkey         Philippines
                                                                UK             Poland
                                                                US           Portugal
                                                                                 Qatar
                                                                            Romania
                                                                                Russia
                                                                                Serbia
                                                                          Singapore
                                                                             Slovakia
                                                                        South Africa
                                                                                 Spain
                                                                             Sweden
                                                                              Taiwan
                                                                            Thailand
                                                                               Tunisia
                                        LIKE
                                                                                Turkey
                                                                                  UAE
                                                                                    UK
                                                                                    US


                                                                           13
Wave5, La Socialización de las Marcas (Estudio de Universal MacCann)
Methodology
Methodology
The Social Media Tracker has retained the same methodology from Wave 1 through Wave 5, enabling
comparison between data sets. All surveys have been scripted and hosted on UM’s in-house online
research system, Intuition.

All surveys are self-completed and the data collected is entirely quantitative. Every market is
representative of the 16-54 Active Internet Universe. For Wave 5, 37,600 internet users in 54 countries
were surveyed with many new markets joining, including the Middle East



Who are the active internet universe and why do they matter?

•	 Active internet users are those people who use the internet every day or every other day

•	 Social media is driven by active internet users, if you don’t use the internet regularly you are
   unlikely to sign up for tools such as blogging or set up a social network profile.

•	 Active internet users drive adoption of platforms and tools and they will determine which tools
   and platforms become dominant in the social media space.

•	 They are the best proxy for the future, over time all internet users will increase their usage.
   Eventually everyone will become an active internet user, just as consumers made the transition
   from occasional to regular TV watching in the 1950s and 1960s.




     The Socialisation of Brands
An increasingly active universe

              Figure 2 : “Thinking about the internet, which of the following have you ever done?”

              100
                                                                                              Read blogs / weblogs

                                                                                              Start my own blog / weblog

                                                                                              Leave a comment on a blog site
               80                                                                             Upload my photos to a photo sharing site

                                                                                              Upload a video to a video sharing site

                                                                                              Watch video clips online

                                                                                              Create a profile on a social network
               60
% ever done




                                                                                              Manage a profile on a social network

                                                                                              Visit a friend’s social network page


               40




               20




                0
                     Wave 1      Wave 2       Wave 3      Wave 4       Wave 5
                      Sep 06       Jun 07      Mar 08       Mar 09       Jul 10




                                                                                                                                17
The social challenge for brands
The web is changing. It’s no longer just a place for information seeking and shopping but a platform
where connections are made, friendships formed and information and opinion exchanged.

The new social web makes different demands on both consumers and advertisers. Consumers are
not merely finding, they are contributing; writing, uploading pictures, videos, creating regular status
updates and livestreaming their every day happenings.

Social networks have become more embedded in our everyday lives, whether it’s Facebook, Orkut or
LinkedIn, we now contact more people in our personal life through our social networks (our research
shows that on average we stay in contact socially with 52 people via these networks) than we do
through any other means including face to face contact, email and phone.

It’s essential for brands to understand why and where different groups of consumers participate in
this new world. It’s not merely a question of identifying the best places to target – the classic media
planning/buying approach – but truly knowing what motivates them to be part of it.

Understand that and brands can create campaigns, messages and communities that consumers
want to be part of, spreading the message far and wide much more effectively than simply buying
banners and buttons in these spaces.

When we started tracking the growth of social media with our Wave study in 2006, these platforms
were merely a seed of what they have since become.




     The Socialisation of Brands
Fast forward to 2010 and Facebook is no longer the new, new thing but a legitimate rival to Google
for ownership and domination of the digital space.

What we have discovered in every iteration of our research is that social media participation among
active internet continues to vary widely, in some countries blogging is or was top of the tree, in others
it is or was uploading video, for example. In all markets the use of social networks has been rising
steadily – and in some cases very rapidly indeed.

Similarly this latest research project finds that the motivations for blogging, joining a social network,
uploading a video or a photo are not only very different at a global level but that individual countries
and regions also have a different take on the value, appeal and utility of each platform.

Wave 5 – The Socialisation Of Brands – and the detailed data that lies behind it – will help brands
understand what they need to do to connect with consumers on the social web.




                                                                                                19
The Socialisation of Brands
With Wave 5 we have created a roadmap that will help brands create the right social media
experience. We know that people are more than willing to join social communities online and are
doing so in their millions, but do they want to interact with brands in these spaces? The results from
Wave 5 – The Socialisation Of Brands answer that question with an emphatic yes and this is true
across a broad range of categories.




     The Socialisation of Brands
The challenge then is to identify the kind of social relationship consumers want and we do this by
following four steps.



                                Map the
  Understand               social landscape                                          Identify
 how and, more          of the category you are         Identify the              the platforms
importantly, why        operating in and where          social needs              that best meet
   people use            your consumer fits in         of the consumer             those needs
  social media               that landscape




The combination of social demand and platform understanding will
give us the clear insight to create successful social media programmes.




                                                                                          21
Wave5, La Socialización de las Marcas (Estudio de Universal MacCann)
The new social
    landscape
  Means and motives
Means and motives
It is our belief at UM that brands should first concern themselves with why people engage in social
media, and their motivations, before we try to understand the platforms themselves.

When consumers engage socially online they do so to meet certain needs. It could be to promote
themselves, to share new experiences with others or just to have fun and waste time. It is a community
peopled by a broad range of users, everything from career builders and money makers to community
creators and story tellers. So social media definitions such as “friend”, “fan” or “follower” cannot really
describe the complex interactions and relationships that exist in this environment.

Social media are often lumped together too. Sometimes the term is used synonymously with social
networks but Facebook and its brethren are merely major players in a diverse eco-system. In fact
the social media universe includes a wide range of different platforms ranging from IM, blogging to
photo and video sharing sites. Social networks are trying to offer many of these functions in one place
but the reasons why consumers use them, whether they are on a social network site or a separate
platform vary widely.

Therefore looking at why people engage in social media and how effectively each social media
platform is able to meet these needs becomes of paramount importance. We can see that blogs,
message boards and video sites (see Figure 3) deliver specific needs. Video sites are great for having
fun and being entertained, message boards are great for seeking alternative opinions and changing
those of other others and blogs are powerful platforms for self expression and self promotion.

This is the challenge of understanding the complex eco-system of social media.



     The Socialisation of Brands
Figure 3: “Which of the following do a good job when you want to...”



                     Stay in touch       Be creative
                                                             Change opinions
                     with friends
         Share new                                                     Earn respect
      experiences

       Share                                                                    Explore the
  knowledge                                                                      world around

Seek other                                                                            Express
  people’s                                                                             yourself
 opinions
                                                 0      10     20     30     40      50
                                                                                          Feel like
 Promote                                                                                  you belong
 yourself


 Meet new                                                                            Hang out or
    people                                                                           waste time

    Manage my                                                                Have fun /
      life better                                                           Be entertained
              Make money                                            Keep up to date
                             Make contacts            Learn
                                for work             something new



             Blogs      Video sites         Message Boards            Instant Messenger



                                                                                                       25
Means and motives
Social networks enable us to create a network of digital friends that may or may not correlate with
our “real world” friends.

So it’s no surprise that meeting people, staying in touch and sharing experiences are key motivations
for signing up to these platforms; acquiring a sense of belonging is another reason to be part of it.

What is more surprising is how effective social networks are at meeting so many other need states,
ones traditionally better serviced by more specialised platforms, like blogging. They are also great for
changing opinions, promoting yourself, keeping up to date and earning respect.

Split the motivations by country, and once again there is a dramatic split. In China members of
Renren, 51.com and Kaizen001.com are looking for fun, in France consumers are hoping to advance
their careers while in Germany the search is for a community that participants can be part of. The US
and the UK also stand out, driven by the need to self-promote and influence others.




     The Socialisation of Brands
Figure 4: “Which of the following do a good job when you want to...”



                     Stay in touch         Be creative
                                                               Change opinions
                     with friends
            Share new                                                    Earn respect
         experiences

       Share                                                                     Explore the
  knowledge                                                                       world around

Seek other                                                                              Express
  people’s                                                                               yourself
 opinions
                                                   0      10     20     30     40      50
                                                                                            Feel like
 Promote                                                                                    you belong
 yourself


 Meet new                                                                              Hang out or
    people                                                                             waste time

        Manage my                                                              Have fun /
          life better                                                         Be entertained
               Make money                                             Keep up to date
                               Make contacts            Learn
                                  for work             something new



Blogs       Video sites        Message Boards            Instant Messenger                  Social Networks



                                                                                                              27
The gravitational pull of social
networks
It is, perhaps then, unsurprising that social networking is causing the most fundamental shift in social
behaviour seen since the invention of email. They have moved from being places to meet friends and
stay in contact to multi-faceted platforms capable of delivering a wide variety of social needs.




   What is a social
   network?
    A site designed to allow
    users to meet, communicate,
    share content and build
    communities.




     The Socialisation of Brands
LIKE




  29
As a result we see them fast becoming                          Figure 5: “Thinking about the internet, which of the
                                                               following have you ever done?”
a ubiquitous tool for social interaction
and you’d wrong to think that this is
only an activity for the young.                                        Create a profile on a social network

                                                                       Manage a profile on a social network

Although penetration amongst 16-24                                     Visit a friend’s social network page
year olds remains highest it is in the
25-34 year old bracket that we have                      100
seen the greatest increase in usage,
from 52% to nearly 70% in the last
3 years.
                                                         80
However, in all age brackets, we are
seeing a similarly spectacular rise.
Currently, nearly 3 quarters of the                      60
active internet universe claim to
                                           % ever done



have ever managed a profile on a
social network. If the current trends
continues, a social networking profile                   40
will become as fundamental part
of our daily lives as our telephone
number.
                                                         20




                                                          0
                                                                 Wave 1      Wave 2        Wave 3        Wave 4        Wave 5
                                                                  Sep 06       Jun 07        Mar 08           Mar 09    Jul 10




     The Socialisation of Brands
A truly global movement                                    80

                                                                                                 61.4%
                                                           60
                                                                                     51.4%
                                                                     45.1%
                                                           40


                                                           20
                                                                 Global


                                                                                                  79.3%
                                                        68.4%                            66.1%
                                                                             64.8%
                     58.1%
                                            51.4%
             48.3%              47.4%
     33.1%


USA                          China                                        Russia
                                                       74.5%                                      72.5%
                                63.6%                                                    62.8%
             55.5%   58.6%
     53.4%                                  53.9%                            51.4%




UK                           Brazil                                       India

                     53.9%                                                                        55.5%
                                                                                         46.2%
             34.4%                          36.6%      37.8%
     24.0%                                                                   29.9%
                                27.2%


Italy                        Germany                                      Spain


                     53.2%   Figure 6: “Thinking about using the internet, which of the following have you
             43.4%
                             done in the last 6 months?” - Manage a profile on an existing social network
     26.3%
                                 Wave 3      Wave 4     Wave 5
France


                                                                                                  31
A pull of people and activity
We aren’t just seeing a large rise in the number of people joining social networks. They are also
using them for a broader range of activities. A ready made, audience combined with increased site
functionality means that they are, for example, sharing videos, organising groups and events, sharing
photos and dating (see Figure 7). In fact, in 2009 they were using them for 6.4 activities. In 2010 this
has now risen to 8. Again, this trend is decidedly upwards.




                                                             S
                                                             O
                                                          OT
                                                         PH




     The Socialisation of Brands
Figure 7: “Which of the following have you done with your social networking profile?”
- Amongst those who have used a social network in the last 6 months


80%
                                                                                        Message friends

                                                                                        Find old friends
70%
                                                                                        Find new friends

                                                                                        Dating
60%                                                                                     Update my profile


50%


40%


30%


20%


 10%


  0%
               Wave 3                  Wave 4                  Wave 5
                  2008                   2009                    2010




                                                                                                      33
We are seeing a large rise in social connections via all digital means but leading the way are the social
  networks. They have become the largest source of social interaction, finally outstripping face to face
  contact in 2009. As finding friends old and new still remain the most highly participated activities it’s
  a trend clearly set to continue. This is community growth on an phenomenal scale (See Figure 9).


   Figure 8 : “Approximately how many people do you stay in contact with in your personal life through the following means?”

                           60
                                                                                                Face to face

                                                                                                Phone

                                                                                                Text message
                           50                                                                   Email

                                                                                                Instant Messanger
Average number of people




                                                                                                Social Network

                                                                                                My personal blog
                           40
                                                                                                Forum / message board




                           30




                           20




                           10
                                      Wave 3              Wave 4    Wave 5
                                        2008               2009       2010




                            The Socialisation of Brands
Growth on a phenomenal scale




                                                         Number of people
                                                                                                        52
                                                                                          38.8
                                                                            29.7




                                                                    Global



                   53.0                              50.0                                                47
                                          39.5
                                                                                                 36.3
            31.2              31.8
     16.7                                                                          15.6



USA                       China                      74.0
                                                                               Russia
                   57.0
                                          57.5                                                   57.9   58.0
            40.6              50.5
                                                                                   43.2
     30.7




UK                        Brazil                                               India
                   66.0
                                                                                                         47
                                                     41.0                                        34.7
            34.6
                                          25.2
     17.6                      14.1                                                16.5



Italy                     Germany                                              Spain

                   40.0   Figure 9 : “Approximately how many people do you stay in contact with in
            23.8          your personal life through the following means?” - Social Network (average)
     11.7


France                        Wave 3     Wave 4     Wave 5




                                                                                                        35
Content sharing starts to migrate
How is the growing power of social networks affecting other social media platforms? We are
certainly seeing content creation and sharing via photo sharing and video sites continuing to grow.
However, we are seeing growth occur at a much slower pace than we have seen in past Wave studies
(see Figure 10).

Figure 10 : “Thinking about using the internet, which of the following have you done in the last 6 months?”

100%
                                                                                          Upload my photos to
 90%                                                                                      a photo sharing website

 80%                                                                                      Visit a photo sharing
                                                                                          website
 70%                                                                                      Upload a video clip to
                                                                                          a video sharing website
 60%
                                                                                          Watch video clips online
 50%

 40%

 30%

 20%

 10%

  0%
              Wave 3                 Wave 4                Wave 5
                 2008                  2009                  2010



     The Socialisation of Brands
But the ease with which social networking platforms have incorporated content sharing functionality
into their sites, particularly in the mobile space, means that users are clearly adopting these platforms
for sharing at a much faster pace than dedicated photo and video sharing sites.


Figure 11: “Which of the following have you done with your social networking profile?”
- Amongst those who have used a social network in the last 6 months

80%
                                                                                         Upload photos
                                                                                         Upload videos
70%


60%


50%


40%


30%


20%


10%


 0%
              Wave 3                   Wave 4                    Wave 5
                2008                      2009                     2010



                                                                                                         37
Specialisation of blogs & forums
As social networks keep growing we also see them begin to dominate discussion about personal topics.
People are moving away from reading and discussing personal topics on both blogs and forums. At
the same time we see a corresponding rise in social networks as the key platform for personal blogs
(See Figure 12).




     The Socialisation of Brands
Figure 12 : “When you read blogs, which of the following types of blogs do you read most often?”- Amongst those who
have read a blog in the last 6 months, “Which of the following have you done with your social networking profile?” -
Amongst those who have used a social network in the last 6 months

50%
                                                                                               Personal blogs
                                                                                               (diary sites)
45%
                                                                                               Family / friend
                                                                                               blogs
40%
                                                                                               Write a blog on a
                                                                                               social network
35%

30%

25%

20%

15%
                                                                                            What is a blog?
10%                                                                                         A blog is a website that is
                                                                                            created by a user in order
                                                                                            to update others with
  5%                                                                                        regular commentaries,
                                                                                            opinions or share content.

 0%
               Wave 3                  Wave 4                  Wave 5
                 2008                    2009                    2010



                                                                                                               39
As a result, we are seeing them become more orientated towards specialised topics. They may no
longer be the platform of choice for personal expression but they are clearly seeing some success in
their battle to become legitimate rivals to the traditional media outlets by building specialist credibility.

Figure 13 : “When you read blogs, which of the following types of blogs do you read most often?”
- Amongst those who have read a blog in the last 6 months

40%
                                                                                       News / Current A airs

                                                                                       Product recommendations

35%                                                                                    Music

                                                                                       Technology

                                                                                       Business
                                                                                       (general news & opinion)
30%                                                                                    Business news
                                                                                       (relevant to my job)
                                                                                       A company/brand blog

25%                                                                                    Science

                                                                                       Sport
                                                                                       Film / TV

20%                                                                                    Gaming

                                                                                       Travel
                                                                                       (holidays, destinations)
                                                                                       Celebrities
15%



10%
            Wave 3                  Wave 4               Wave 5
               2008                   2009                  2010



      The Socialisation of Brands
Blogging                                                          100

                                                                   80
Declining or stabilising in Western countries,                                               60.6%       64.5%
                                                                             55.3%
but growing in others.                                             60

                                                                   40

                                                                   20
                                                                         Global



                                         74.9%      75.7%       79.6%
                                                                                     59.3%                63.4%
              50.2%                                                                              54.6%
     45.6%              46.7%



USA                                  China                                        Russia

                                         74.5%                  72.4%
                                                                                     62.2%       63.1%    63.3%
     50.7%
              41.3%     40.8%                       40.9%



UK                                   Brazil                                       India

     61.9%                                                                           63.6%                60.3%
              51.0%                                                                              55.9%
                        51.5%
                                         35.2%      36.3%
                                                                29.6%


Italy                                Germany                                      Spain

                                      Figure 14: “Thinking about using the internet, which of the following have
     45.6%    50.2%
                        46.7%
                                      you used in the last 6 months?” - Read blogs / weblogs


                                          Wave 3     Wave 4     Wave 5
France


                                                                                                          41
The rise of microblogging
Microblogging is a great example of a new form of social media
that has, within an incredibly short space of time, become a mass
market activity.


Figure 15 : “Thinking about using the internet have you used a
microblogging service like Twitter or Jaiku in the last 6 months?”

40%

35%

30%

25%

20%
                                                                     What is a microblog?
15%
                                                                     A blog on which updates
                                                                     are restricted in length
10%                                                                  (usually to less than 140
                                                                     characters)
 5%

 0%
                   Wave 4                             Wave 5
                     2009                                2010




      The Socialisation of Brands
It’s certainly the fastest growing social media platform that we track within our study (see figure 15)
and as it has grown we have seen a significant move towards a more female profile amongst the
community (see Figure 16).

Figure 16 : Age and gender profile of people who have used a microblogging service in the last 6 months

            45-54                                                         45-54
             8%                                                            8%
                                           34.6%                                                          42.6%

      34-44                                65.4%                    34-44                                 57.4%
       19%            16-24                                          20%            16-24
                       41%                                                           39%
           25-34                                                         25-34
            32%                                                           33%


                        Wave 4                                                        Wave 5
                           2009                                                         2010


Clearly, the fact that it doesn’t require an enormous amount time spent creating content, but still
allows you to maintain a constant stream of news, updates and opinion has much appeal. But it is
also its position as an undiluted way to communicate with audiences, without the need to engage
with a sometimes difficult or prohibitive mass media, that gives it real potency. This has been clear
during recent news events when people sent regular updates on, for example, the Iran protests or the
Mumbai bombings that added a more personal and visceral dimension to the ensuing events. For
the same reason it has been adopted wholesale by the marketing fraternity, in particular many high
profile celebrities.

There is still much debate about how many people are actually tweeting vs following, however, with
its integration into a number of simple mobile applications its growth will continue.


                                                                                                            43
Wave5, La Socialización de las Marcas (Estudio de Universal MacCann)
The future face
of social media
The mobile engine of social media
The most significant shift in social media over the last few years has been the ability of users to
engage in social media via mobile. The availability of powerful handsets and tablets with flexible
operating systems, such as Google’s Android and Apple’s O.S. combined with flat rate data charges
has created a fertile environment for the growth of mobile social media. Alongside these has been
the development of a range of easy to use first and third party applications that allow users to engage
with their social media platform of choice, such as Facebook or Twitter, using a simple to use interface.
As a result our Wave 5 data shows clear correlation between smartphone ownership, mobile internet
access and engagement in social media (See Figures 18 and 19). Not only are smartphone users
more likely to engage in a wider variety of platforms (see Figure 19) they do more often too. They
visit their social network profile on average 3.5 times a day, 18% more often than the average social
network user.




     The Socialisation of Brands
Figure 18 : Percentage of people who access the internet via a mobile device and the % of people who access the
internet via a mobile device and have a smartphone
60%
                                                                                                             Mobile internet users
50%                                                                                                          Mobile internet users with smartphones
40%
30%
20%
10%
 0%




                                                                                           Italy




                                                                                                                                 Spain
              GLOBAL



                               China



                                               Russia



                                                            UK



                                                                      US



                                                                              India




                                                                                                   Germany




                                                                                                                                               Brazil
                                                                                                                     France
Figure 19 : “Thinking about using the internet on your mobile device, which of the following have you done in the last 6
months?” - Amongst all who have accessed the internet via a mobile device and smartphone owners

                                                        0             10              20              30                      40                        50
                              Use Instant Messenger
       Watch video clips online (e.g youtube.com)
                                Read blogs / weblogs
                Visit a friend's social network page
      Visited an official company / brand websites
      Visit a photo sharing website (e.g flickr.com)
                      Visit a message board / forum
    Upload my photos to a photo sharing website
             Shared a music file / mp3 with a friend
       Started a topic on a message board/ forum
      Post / write stories for my own blog / weblog
    Manage a profile on an existing social network
                    Leave a comment on a blog site
                     Share a video clip with a friend
     Used micro blogging service like Twitter/Jaiku
Joined an online community around a brand/prod
    Upload a video clip to a video sharing website
                    Create a video to upload online
       Joined a professional social networking site
 Created an online community around brand/prod


                                                            All respondents   Smartphone owners



                                                                                                                                          47
The connected generation
One of the most interesting things about the mobile social media user is not just the range and
frequency of their activity but who they are. You might be forgiven for thinking that the people
at the forefront are just the youngest adopters but, in fact, our research shows the higher cost of
smart phone ownership and usage means that this audience is certainly at the higher end of the
socio-economic scale. They have a broader age range, more like to be aged 25-34. They are more
likely to be male (63%), married (53%), have a medium to high income (62%), have a high level of
education (65% have a degree or post graduate qualification). Not only are they a wealthy consumer
they are also highly influential. They are more likely work in senior decision making positions within
companies(25%) and are more likely to try products first (index 172) and influence others in regard
to their purchases (index 157)

It is clearly a significant audience and one which not only represents the future face of social media
usage but a very interesting and influential audience today.




     The Socialisation of Brands
Understanding means and motive is
everything

•	 Social media is an incredibly dynamic environment
•	 A deeper knowledge of consumer needs
   and motivations is the key to unlocking our
   understanding of social media
•	 Understanding these motivations explains much
   of what is happening
•	 Why people engage in social media is an
   important starting point but there is still a
   missing piece of the puzzle
•	 What kind of social experience are people
   looking for with brands?

                                                   49
Wave5, La Socialización de las Marcas (Estudio de Universal MacCann)
The Socialisation
       of Brands
Is there a social demand for brands?
There is much debate about the role that brands can or should play in social media. The big question
is do people actually want a social relationship with them at all?

We have found over the last three Waves of research a decline in the number of people saying
that they have visited an official company website (See Figure 20). Does this mean that there is
less appetite to engage with brands in their “official spaces”? Does the increasing power of peer
to peer recommendation and the huge number of spaces that facilitate this recommendation, the
burgeoning influence economy, mean that people no longer feel the need to engage directly with
brands to find the information they want? Well, we can certainly see a trend towards consumers
engaging with brands in social media. When we look at the numbers of people who are becoming
fans with brands on their social networking platform we see a huge rise in the last year (See figure 21).
Clearly, just by being present in a space socially relevant to the consumer means that they are more
than willing to engage.




     The Socialisation of Brands
Figure 20 : “Thinking about using the internet, have you visited an official brand/company website in the last 6 months?”

86%
84%
82%
80%
78%
76%
74%
72%
70%
                    Wave 3                               Wave 4                                Wave 5
                      2008                                  2009                                  2010



Figure 21 : “Which of the following have you done with your social networking profile?” -Amongst those who have used
a social network in the last 6 months”

50%
                                                                                                  Wave 4 (2009)

40%                                                                                               Wave 5 (2010)


30%

20%

10%

 0%
              A liate with or                             Join a group
           become a fan of a brand


                                                                                                             53
The answer is a resounding “Yes”
       But it’s not just on their social networking profile that people are affiliating themselves with brands.
       Our Wave 5 research shows that, globally, nearly half of the active internet universe claims to have
       joined a brand community at some point (see figure 22). This clearly identifies a demand for brands
       in the social space.



       Figure 22 : “Have you ever joined a brand community online?”

100%




50%




 0%
             Ecuador
          Philippines


            Colombia




       Czech Republic
            Malaysia

             Portugal


               Turkey
               Taiwan
               Mexico




                 Spain


             Romania




             Hungary
              Sweden




               Kuwait

              Norway


              Estonia
             Lebanon
                Latvia




               Algeria
             Slovakia
             GLOBAL
            Thailand

                 Chile
         South Korea

                China

         South Africa
           Argentina
                Brazil




          Hong Kong
           Singapore




                 India
               Poland
                Russia
                  UAE

                   ROI
            Lithuania

                 Egypt
                Qatar

              Bahrain
                    US
                    UK
            Denmark
               Austria


            Australia
                  KSA
              Tunisia
                  Italy

         Netherlands

              Canada
              Belgium




                Oman
            Germany
                Japan
               France
            The Socialisation of Brands
Is social demand true for all categories? Well, we asked people if they wanted an interaction with
brands beyond a simple transaction across a number of categories (see figure 23). These included
a range of interactions from getting access to advance news of products to being able to access
decision makers and influence product development. It’s clear from the results that, even though the
level of social demand differs by category, there are significant numbers of people who do want to
engage with brands in all categories (even if this engagement was more superficial, like just having
access to breaking news).


Figure 23 : Amongst those who show an interest in an category, how many want an interaction with companies in that
category (i.e. At least one or more interaction). These included a range of interactions from getting access to advance
news of products to being able to access decision makers and influence product development




        Health                 Movies                  Music
                                                                                Travel                Telecomms
         75%                    74%                     73%                                               71%
                                                                                 71%




                 Software                   Food                                              Cars
                                                                   Finance
                   71%                      70%                      67%                      63%




                                                                                                              55
Brand communities
So why are people joining brand communities?

Although many are saying that they have joined a brand community online to gain access to free
content (69.6%), the highest motivations are to learn (78.6%) and get access to advance news of
products (76.1%).

In the influence economy, information is clearly a very valuable commodity.

These motivations are prevalent across all markets but when we look regionally we can see that there
are nuances (See figure 24).

In Latin America brand communities are more likely to be driven by the desire to associate themselves
with something (to support a cause or even something they think is cool). In Asia they are more likely
to join if it was recommended to them by their peers and in the Middle East it is about feeling part of
a like-minded community.




     The Socialisation of Brands
Figure 24 : Agreement with the descriptions of why they joined a brand community amongst those have ever joined a
brand community online by region.


                                           To support a cause

           To get advance                                                   To share my
         news on products                                                     appreciation
                                                                                 with others




 Because it was                                                                            To associate
 recommended                                                                               with something
        to me                                                                               I think is cool
                                                         0%    20%    40%    60%    80%   100%




        To fill time /                                                                  To learn more
            have fun                                                                  about it




                              To get free                       To feel part of a
                                  content                     like-minded community



   Europe        North America          Latin America          Asia & Oceania          Middle East & Africa



                                                                                                         57
What’s the benefit to brands?

The other big debate in social media is identifying the value of brand community engagement and
interaction. Of those people who joined a brand community, 72% said they thought more positively
of the brand as a result, 71% said they are more likely to buy the brand, 66% said they felt more
loyal to the brand and 63% said they recommended others to join. So clearly there is an opportunity
to build brand equity, drive sales, increase loyalty and create brand endorsement all of which sounds
a lot like the holy grail of marketing communications. Of course, things are not so simple or easy.
In order to create a social media experience that will benefit the brand in these ways we must first
understand what kind of social media experience consumers want.

Figure 25 : “As a result of joining a brand community, please indicate how much you agree with the following
statements?”




        72%                             71%                          66%                           63%


“I thought more positively       “I am more likely to           “I felt more loyal             “I recommended
      of the brand”                buy the brand”              towards the brand”               others to join”




      The Socialisation of Brands
Mapping the right social media
experience
There are four steps to identifying the right social media
experience for brands:

•	 Understand the social landscape
   of the category
•	 Identify where the consumer
   fits in this landscape
•	 Identify the social needs
   of the consumer in the category
•	 Map them to social media
   platforms that can best deliver them


                                                             59
The social landscape of categories
The first thing we need to understand is the level of social activity in each category. We do this by
mapping involvement across a spectrum of social engagement. From those actively creating content
and collaborating with others to those simply seeking information.

What we see is that certain categories with very broad appeal, like music and movies, have large
numbers of people engaged in collaboration, creation, sharing and seeking.

Conversely, categories like sport or fashion have a much smaller number of people engaged in the
category but a higher proportion of those are actively collaborating.

However, in all categories there are significant numbers of people already actively engaging with
brands and companies. The reason why it is important to understand the consumers current level
of engagement with the category is because it has a fundamental effect on the depth of social
interaction they want.




     The Socialisation of Brands
Figure 26 : “Thinking about how you seek and share information regarding different products and services, which
  of the following statements best describe how you seek and share information in each of the following categories?”
  Numbers of consumers (in 000’s). Note: consumers can be active in more than one segment within a category.

                                   Wine, spirits & alcohol
                                    Non-alcoholic drinks
                                            Luxury goods
                                               Cosmetics
                                     Console/PC Gaming
                                                    Sport
                                                     Cars
                                     Portable technology
                                                 Fashion
                                  Energy & environment
                                     Computer hardware
                                        Personal finance
                                     Household products
                                       Home technology
                                                   Travel
                              Mobile phones and services
                                     Computer software
                                                    Food
                                      Health & wellbeing
                                                   Music
                                                  Movies

600,000        400,000            200,000                    0    200,000             400,000        600,000           800,000

                         I create content and collaborate with     I share opinions, content and
                         people and companies in this category     information in this category

                         I often seek information in this          I sometimes seek information
                         category to keep up to date               in this category when I need it




                                                                                                               61
Different categories, different
audiences, different needs
We can see that different categories have different social media needs. Analysis of the movie
and health categories, for example, show that access to fun content is key for the movie category
(unsurprisingly in a very visual and content rich medium) whereas learning is the dominant need in
the health category (see Figure 27).


Figure 27 : “Thinking about companies                                            Access to fun and
                                                                                entertaining content
in the following categories, which of
following statements describes the kind                  Contact employee
                                                    decision makers and                                      Access to
of interaction you would like to have with          influence product                                           breaking news
these companies?” amongst those who                   development
show an interest in the category

                                             Tools help express
                                               creativity and                                                            An opportunity
                                             make something                                                               to learn
                                              worth sharing                                                                something new
                                                                                          0%    10%    20%   30%   40%   50%




                                                 An opportunity                                                        Access to
                                                      to develop                                                     unique events
                                                         my skills                                                  or competitions




                                                             A personal response               Communicate
                                                         to my issues / complaints              and share experiences
                                                                                                 with others


                                                                              Movies       Health & Wellbeing



      The Socialisation of Brands
And it’s not just the category differences that we have to take into account. We also need to consider
current category behaviour as this has a significant impact on their social needs and expectations.

When we look at people actively engaged in the Computer Software category, for example, we can
see that the demand for customer service (a personal response to issues and complaints) is equally
important to both content creators/collaborators and seekers of information (see Figure 28). However,
in all other regards creators/collaborators want a much deeper and more diverse social relationship
but in particular we see that learning and skills development are the key social needs.


                                                                         An opportunity to
Figure 28 : “Thinking about                                            learn something new
companies in the computer                            Access to
                                              unique events                                            An opportunity to
software category, which                 and competitions                                                develop my skills
of following statements
describes the kind of
interaction you would like to
have with these companies?”         Contact employee
                                decision makers and                                                                 Access to
amongst those who create          influence product                                                                   breaking news
content or seek information          development
in the category.
                                                                                    0%     20%   40%    60%   80%   100%


                                Tools help express
                                     creativity and                                                                  Free coupons /
                                    make something                                                                  money-o vouchers
                                        worth sharing



                                                                                                         Access to fun and
                                         A personal response                                           entertaining content
                                     to my issues / complaints
                                                                     Communicate and share
                                                                     experiences with others


                                             I create and collaborate with people        I often / sometimes seek information
                                             and companies in this category              in this category to keep up to date




                                                                                                                              63
Mapping needs to platforms
Clearly, understanding the social needs of the consumer is the key to creating a successful social
media programme. If all the consumer wants is access to information and news there is no point
in creating an all singing, all dancing interactive content sharing platform. On the other hand if they
want to be involved directly with product development then access to new news is unlikely to be
involving or compelling.

Since these needs differ widely by country, category and audience it is essential to have a granular
view of the social dynamics at play.

The other important factor is an understanding of which platforms and forms of communication best
meet these needs. Wave 5 – The Socialisation of Brands also contains a wealth of information that
can help identify the most influential platforms at both macro and micro level.

We believe that the combination of social need state and the ability of platforms to meet these needs
gives us the crucial insight required.




     The Socialisation of Brands
Share experiences with other customers
                                                        Portable Technology
                             Cosmetics
                                                                                    Home Technology
                                                        Personal Finance
           Wine, Spirits & Alcohol        Sponsored link on a search engine Recommendation from a friend
 Ad on a blog
           Sponsored music / video player       Energy & The Environment
 Luxury Goods                                                  Travel
                                      Sport                     Music
                                                                              Movies
                                                                             Access to unique events
Sponsored link on social network page                                   Food
                                              Fashion
                                                Opportunity to develop d skills
                                                                       an my
                                                                          m
                                                                   a br
   Console / PC Gaming                 Cars                tur ing
                                                       fea               C
                                                                         Computer Software
        Personalised ad on social network pageonline
                                            age
                                          o cl ip
                                     Vide
   Influence product development website                                         Mobile Telecommunication
                           Brand




                                                                                       Comm

                                                                                         Instant Messenger
                                                                                          Expert recommendationn o
                                                                                           Widge
                                                                                             unicat Resocial netwo
                                                                                             Access to y emperie news

                                                                                                                    Tools to help / Brand BLOGG f a

                                                                                                                    Com nline bran
                                                                                                  t on a
                                                                                                    e m breaking
    Spo




                                                                                                                       O
                                                                                                                        pan
       nsor
            ed l




                                                                                                                           Company
                ink o




                                                                                                                             y / B ded video clip
                                                                                                         co
                      na
                           web

                                                                                                            xm
                               site




                                                                                                                                  rand
                                                                                                                                   expreLO
                                                                                                               en nces
                                                                                                                 da

                                                                                                                                         B ss
                                                                                                                    tio
                                                                                                                        rk




                                                                                                                                      65
Wave5, La Socialización de las Marcas (Estudio de Universal MacCann)
The impact
    Summary
The impact

Social media is an incredibly dynamic environment.
Terms like “friend” and “influencer” are no longer adequate to describe the array of social activity and
interaction that is occurring amongst the vast communities now being built online.


A deeper understanding of consumer needs and
motivations is the key to unlocking a real
understanding of social media and its users.
Social networks are becoming powerful hubs of interconnected communities but it’s not just people
that are connecting in the social media space. There is huge demand for a more social and interactive
relationships with brands.


Almost half of the Active Internet Universe has already
joined a brand community.
These communities are also clearly having a huge benefit to the brands involved, driving brand
loyalty, endorsement and sales.

However, understanding the nature of social demand for each consumer, category and market is the
key to creating a successful social media experience.




     The Socialisation of Brands
What does this mean for your
business?
Wave 5 – The Socialisation of Brands is an in-depth study and there are many other aspects that
we are unable to cover in this report.

If you want to know how to operate in the new social media landscape and what this means for your
business please contact:-


EMEA                                                 APAC
Glen Parker                                          Natalie Pidgeon
Research Director - EMEA                             Director IQ and Insights - APAC
Glen.Parker@umww.com                                 Natalie.Pidgeon@umww.com


North America                                        LatAm
Heidi Browning                                       Mario Mejia
EVP Global Digital Officer                           Strategic Director - Colombia / LatAm
Heidi.Browning@umww.com                              Mario.Mejia@umww.com

Huw Griffiths
EVP Global Director of Research
Huw.Griffiths@umww.com




                                                                                         69
About this report
Wave 5 - The Socialisation of Brands is part of UM’s ongoing research programme aimed at
exploring the massive changes occurring in communication technologies.

The studies have been conducted annually since 2006.

The research is conducted by the UM EMEA research team in collaboration with the UM global
network of agencies.

If you have any questions about the research or future Wave projects please contact the EMEA
research team



Glen Parker
Research Director EMEA
Glen.Parker@umww.com

Lindsey Thomas
Research Executive EMEA
Lindsey.Thomas@umww.com




© UM 2010


    The Socialisation of Brands
This report is printed on Cocoon Offset:
a paper produced using eco-sensitive technology
          from 100% recycled and de-inked fibres
                                   (FSC certified)
Wave5, La Socialización de las Marcas (Estudio de Universal MacCann)

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Wave5, La Socialización de las Marcas (Estudio de Universal MacCann)

  • 3. Contents Executive summary 5 Introduction 7 • The continuing Wave story 10 Methodology 15 The social challenge for brands 18 The new social landscape: means and motives 23 • The gravitational pull of social networks 28 • The rise of microblogging 42 The future face of social media 45 The Socialisation of Brands 51 The impact: summary 67 3
  • 5. Executive Summary Social media is an incredibly dynamic environment. Terms like “friend” and “influencer” are no longer adequate to describe the array of social activity and interaction that is occurring amongst the vast communities now being built online. A deeper understanding of consumer needs and motivations is the key to unlocking a real understanding of social media and its users. Social networks are becoming powerful hubs of interconnected communities but it’s not just people that are connecting in the social media space. There is huge demand for a more social and interactive relationships with brands. Almost half of the Active Internet Universe has already joined a brand community. These communities are also clearly having a huge benefit to the brands involved, driving brand loyalty, endorsement and sales. However, understanding the nature of social demand for each consumer, category and market is the key to creating a successful social media experience. This report barely scratches the surface of the rich insight and detail available. Wave 5 – The Socialisation Of Brands contains information for 20 categories in more than 54 countries. You will find contact details if you require further information at the end of this report. 5
  • 8. 47% jo inin 1.5 billio visits n com brand g mu 30% th niti accessing row es g to social 10% n the networks social i er media umb ial n c per day via mobil e of so ork netw gers a man The Socialisation of Brands
  • 9. Hello Welcome to Wave: The largest and longest running dedicated social media study in the world. When Wave started as a project in 2006 we were aware that there was much debate but few facts behind the social media phenomenon. Therefore we initiated Wave with the aim of measuring the scale and impact of social media across the globe. In this time, we have researched more than 95,300 internet users in 59 countries and, if Wave has taught us anything, it is that social media stands up to the hype. Growth has been unprecedented and our tracker has demonstrated how new platforms have sprung up and reached critical mass with blinding speed across vast geographies. Figure 1: Internet penetration by market 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Ecuador Colombia Philippines Czech Republic Norway Sweden Estonia Taiwan Latvia Malaysia Spain Hungary Portugal Turkey Kuwait Romania Mexico Lebanon Algeria Slovakia Netherlands Bahrain Denmark UK South Korea Germany Japan Belgium Singapore Canada USA UAE France Hong Kong Republic of Ireland Argentina Lithuania Poland Qatar Italy Chile Russia Oman KSA Brazil Tunisia China Thailand Egypt South Africa India Australia Austria Figures sourced from internetworldstats.com 9
  • 10. The continuing Wave story Five years is a lifetime in the world of social media and over the course of our five Waves of research we have come to a deep understanding of the complex and dynamic nature of social media behaviour. Our first two Waves demonstrated that social media was enabling a large and active community to create content and share this content with others. In the process the medium moved from being a primarily text-based medium to a fully audio visual one. Our third Wave charted the democratisation of influence, how social media was driving ever greater means and opportunity for consumers to influence their peers. Influence that was becoming an integral part of many consumers decision making processes. In Wave 4 we examined the reasons behind the huge growth in social media by understanding the motivations behind the use of different social media platforms. This clearly demonstrated that you cannot treat all social media the same, consumers engage with a platform because it meet’s specific consumer needs and all platforms meet these needs differently. What the Wave project has shown us is that far from being hype, social media is a an explosively dynamic phenomenon that is changing the way we interact and that this is having a fundamental effect on our thoughts, feelings, attitudes and behaviour. However, with a few exceptions, brands and companies are still not social. They are struggling to find a way to intelligently, sensitively and effectively engage with consumers in this space. Therefore, with our fifth instalment of Wave, Wave 5 – The Socialisation Of Brands, we have brought together all our understanding of usage, behaviour , influence and motivation, done this across more than 50 countries and added the missing piece of the puzzle. The data, insight and analysis that will help brands create successful social media programmes. The Socialisation of Brands
  • 11. 15 markets 21 markets 7,500 respondents 10,000 respondents 29 markets 17,000 respondents 38 markets 23,200 respondents 53 markets 37,600 respondents 11
  • 12. The expanding Wave universe The Socialisation of Brands
  • 13. Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Australia Australia Australia Australia Algeria China Brazil Austria Austria Argentina France China Brazil Belgium Australia Germany France Canada Brazil Austria Italy Germany China Canada Bahrain Korea Greece Czech Republic China Belgium Philippines India Denmark Colombia Brazil Russia Italy France Czech Republic Canada Spain Japan Germany Denmark Chile UK Korea Greece Ecuador China US Malaysia Hong Kong Finland Colombia Mexico Hungary France Czech Republic Pakistan India Germany Denmark Philippines Italy Hong Kong Ecuador Russia Japan Hungary Egypt Singapore Korea India Estonia Spain Mexico Italy France Taiwan Netherlands Japan Germany Thailand Pakistan Korea Hong Kong UK Philippines Latvia Hungary US Poland Lithuania India Romania Malaysia Italy Russia Mexico Ireland (ROI) Spain Netherlands Japan Switzerland Norway Korea Taiwan Peru KSA Turkey Philippines Kuwait UK Poland Latvia US Portugal Lebanon Romania Lithuania Russia Malaysia Singapore Mexico South Africa Netherlands Spain Norway Sweden Oman Turkey Philippines UK Poland US Portugal Qatar Romania Russia Serbia Singapore Slovakia South Africa Spain Sweden Taiwan Thailand Tunisia LIKE Turkey UAE UK US 13
  • 16. Methodology The Social Media Tracker has retained the same methodology from Wave 1 through Wave 5, enabling comparison between data sets. All surveys have been scripted and hosted on UM’s in-house online research system, Intuition. All surveys are self-completed and the data collected is entirely quantitative. Every market is representative of the 16-54 Active Internet Universe. For Wave 5, 37,600 internet users in 54 countries were surveyed with many new markets joining, including the Middle East Who are the active internet universe and why do they matter? • Active internet users are those people who use the internet every day or every other day • Social media is driven by active internet users, if you don’t use the internet regularly you are unlikely to sign up for tools such as blogging or set up a social network profile. • Active internet users drive adoption of platforms and tools and they will determine which tools and platforms become dominant in the social media space. • They are the best proxy for the future, over time all internet users will increase their usage. Eventually everyone will become an active internet user, just as consumers made the transition from occasional to regular TV watching in the 1950s and 1960s. The Socialisation of Brands
  • 17. An increasingly active universe Figure 2 : “Thinking about the internet, which of the following have you ever done?” 100 Read blogs / weblogs Start my own blog / weblog Leave a comment on a blog site 80 Upload my photos to a photo sharing site Upload a video to a video sharing site Watch video clips online Create a profile on a social network 60 % ever done Manage a profile on a social network Visit a friend’s social network page 40 20 0 Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Sep 06 Jun 07 Mar 08 Mar 09 Jul 10 17
  • 18. The social challenge for brands The web is changing. It’s no longer just a place for information seeking and shopping but a platform where connections are made, friendships formed and information and opinion exchanged. The new social web makes different demands on both consumers and advertisers. Consumers are not merely finding, they are contributing; writing, uploading pictures, videos, creating regular status updates and livestreaming their every day happenings. Social networks have become more embedded in our everyday lives, whether it’s Facebook, Orkut or LinkedIn, we now contact more people in our personal life through our social networks (our research shows that on average we stay in contact socially with 52 people via these networks) than we do through any other means including face to face contact, email and phone. It’s essential for brands to understand why and where different groups of consumers participate in this new world. It’s not merely a question of identifying the best places to target – the classic media planning/buying approach – but truly knowing what motivates them to be part of it. Understand that and brands can create campaigns, messages and communities that consumers want to be part of, spreading the message far and wide much more effectively than simply buying banners and buttons in these spaces. When we started tracking the growth of social media with our Wave study in 2006, these platforms were merely a seed of what they have since become. The Socialisation of Brands
  • 19. Fast forward to 2010 and Facebook is no longer the new, new thing but a legitimate rival to Google for ownership and domination of the digital space. What we have discovered in every iteration of our research is that social media participation among active internet continues to vary widely, in some countries blogging is or was top of the tree, in others it is or was uploading video, for example. In all markets the use of social networks has been rising steadily – and in some cases very rapidly indeed. Similarly this latest research project finds that the motivations for blogging, joining a social network, uploading a video or a photo are not only very different at a global level but that individual countries and regions also have a different take on the value, appeal and utility of each platform. Wave 5 – The Socialisation Of Brands – and the detailed data that lies behind it – will help brands understand what they need to do to connect with consumers on the social web. 19
  • 20. The Socialisation of Brands With Wave 5 we have created a roadmap that will help brands create the right social media experience. We know that people are more than willing to join social communities online and are doing so in their millions, but do they want to interact with brands in these spaces? The results from Wave 5 – The Socialisation Of Brands answer that question with an emphatic yes and this is true across a broad range of categories. The Socialisation of Brands
  • 21. The challenge then is to identify the kind of social relationship consumers want and we do this by following four steps. Map the Understand social landscape Identify how and, more of the category you are Identify the the platforms importantly, why operating in and where social needs that best meet people use your consumer fits in of the consumer those needs social media that landscape The combination of social demand and platform understanding will give us the clear insight to create successful social media programmes. 21
  • 23. The new social landscape Means and motives
  • 24. Means and motives It is our belief at UM that brands should first concern themselves with why people engage in social media, and their motivations, before we try to understand the platforms themselves. When consumers engage socially online they do so to meet certain needs. It could be to promote themselves, to share new experiences with others or just to have fun and waste time. It is a community peopled by a broad range of users, everything from career builders and money makers to community creators and story tellers. So social media definitions such as “friend”, “fan” or “follower” cannot really describe the complex interactions and relationships that exist in this environment. Social media are often lumped together too. Sometimes the term is used synonymously with social networks but Facebook and its brethren are merely major players in a diverse eco-system. In fact the social media universe includes a wide range of different platforms ranging from IM, blogging to photo and video sharing sites. Social networks are trying to offer many of these functions in one place but the reasons why consumers use them, whether they are on a social network site or a separate platform vary widely. Therefore looking at why people engage in social media and how effectively each social media platform is able to meet these needs becomes of paramount importance. We can see that blogs, message boards and video sites (see Figure 3) deliver specific needs. Video sites are great for having fun and being entertained, message boards are great for seeking alternative opinions and changing those of other others and blogs are powerful platforms for self expression and self promotion. This is the challenge of understanding the complex eco-system of social media. The Socialisation of Brands
  • 25. Figure 3: “Which of the following do a good job when you want to...” Stay in touch Be creative Change opinions with friends Share new Earn respect experiences Share Explore the knowledge world around Seek other Express people’s yourself opinions 0 10 20 30 40 50 Feel like Promote you belong yourself Meet new Hang out or people waste time Manage my Have fun / life better Be entertained Make money Keep up to date Make contacts Learn for work something new Blogs Video sites Message Boards Instant Messenger 25
  • 26. Means and motives Social networks enable us to create a network of digital friends that may or may not correlate with our “real world” friends. So it’s no surprise that meeting people, staying in touch and sharing experiences are key motivations for signing up to these platforms; acquiring a sense of belonging is another reason to be part of it. What is more surprising is how effective social networks are at meeting so many other need states, ones traditionally better serviced by more specialised platforms, like blogging. They are also great for changing opinions, promoting yourself, keeping up to date and earning respect. Split the motivations by country, and once again there is a dramatic split. In China members of Renren, 51.com and Kaizen001.com are looking for fun, in France consumers are hoping to advance their careers while in Germany the search is for a community that participants can be part of. The US and the UK also stand out, driven by the need to self-promote and influence others. The Socialisation of Brands
  • 27. Figure 4: “Which of the following do a good job when you want to...” Stay in touch Be creative Change opinions with friends Share new Earn respect experiences Share Explore the knowledge world around Seek other Express people’s yourself opinions 0 10 20 30 40 50 Feel like Promote you belong yourself Meet new Hang out or people waste time Manage my Have fun / life better Be entertained Make money Keep up to date Make contacts Learn for work something new Blogs Video sites Message Boards Instant Messenger Social Networks 27
  • 28. The gravitational pull of social networks It is, perhaps then, unsurprising that social networking is causing the most fundamental shift in social behaviour seen since the invention of email. They have moved from being places to meet friends and stay in contact to multi-faceted platforms capable of delivering a wide variety of social needs. What is a social network? A site designed to allow users to meet, communicate, share content and build communities. The Socialisation of Brands
  • 30. As a result we see them fast becoming Figure 5: “Thinking about the internet, which of the following have you ever done?” a ubiquitous tool for social interaction and you’d wrong to think that this is only an activity for the young. Create a profile on a social network Manage a profile on a social network Although penetration amongst 16-24 Visit a friend’s social network page year olds remains highest it is in the 25-34 year old bracket that we have 100 seen the greatest increase in usage, from 52% to nearly 70% in the last 3 years. 80 However, in all age brackets, we are seeing a similarly spectacular rise. Currently, nearly 3 quarters of the 60 active internet universe claim to % ever done have ever managed a profile on a social network. If the current trends continues, a social networking profile 40 will become as fundamental part of our daily lives as our telephone number. 20 0 Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Sep 06 Jun 07 Mar 08 Mar 09 Jul 10 The Socialisation of Brands
  • 31. A truly global movement 80 61.4% 60 51.4% 45.1% 40 20 Global 79.3% 68.4% 66.1% 64.8% 58.1% 51.4% 48.3% 47.4% 33.1% USA China Russia 74.5% 72.5% 63.6% 62.8% 55.5% 58.6% 53.4% 53.9% 51.4% UK Brazil India 53.9% 55.5% 46.2% 34.4% 36.6% 37.8% 24.0% 29.9% 27.2% Italy Germany Spain 53.2% Figure 6: “Thinking about using the internet, which of the following have you 43.4% done in the last 6 months?” - Manage a profile on an existing social network 26.3% Wave 3 Wave 4 Wave 5 France 31
  • 32. A pull of people and activity We aren’t just seeing a large rise in the number of people joining social networks. They are also using them for a broader range of activities. A ready made, audience combined with increased site functionality means that they are, for example, sharing videos, organising groups and events, sharing photos and dating (see Figure 7). In fact, in 2009 they were using them for 6.4 activities. In 2010 this has now risen to 8. Again, this trend is decidedly upwards. S O OT PH The Socialisation of Brands
  • 33. Figure 7: “Which of the following have you done with your social networking profile?” - Amongst those who have used a social network in the last 6 months 80% Message friends Find old friends 70% Find new friends Dating 60% Update my profile 50% 40% 30% 20% 10% 0% Wave 3 Wave 4 Wave 5 2008 2009 2010 33
  • 34. We are seeing a large rise in social connections via all digital means but leading the way are the social networks. They have become the largest source of social interaction, finally outstripping face to face contact in 2009. As finding friends old and new still remain the most highly participated activities it’s a trend clearly set to continue. This is community growth on an phenomenal scale (See Figure 9). Figure 8 : “Approximately how many people do you stay in contact with in your personal life through the following means?” 60 Face to face Phone Text message 50 Email Instant Messanger Average number of people Social Network My personal blog 40 Forum / message board 30 20 10 Wave 3 Wave 4 Wave 5 2008 2009 2010 The Socialisation of Brands
  • 35. Growth on a phenomenal scale Number of people 52 38.8 29.7 Global 53.0 50.0 47 39.5 36.3 31.2 31.8 16.7 15.6 USA China 74.0 Russia 57.0 57.5 57.9 58.0 40.6 50.5 43.2 30.7 UK Brazil India 66.0 47 41.0 34.7 34.6 25.2 17.6 14.1 16.5 Italy Germany Spain 40.0 Figure 9 : “Approximately how many people do you stay in contact with in 23.8 your personal life through the following means?” - Social Network (average) 11.7 France Wave 3 Wave 4 Wave 5 35
  • 36. Content sharing starts to migrate How is the growing power of social networks affecting other social media platforms? We are certainly seeing content creation and sharing via photo sharing and video sites continuing to grow. However, we are seeing growth occur at a much slower pace than we have seen in past Wave studies (see Figure 10). Figure 10 : “Thinking about using the internet, which of the following have you done in the last 6 months?” 100% Upload my photos to 90% a photo sharing website 80% Visit a photo sharing website 70% Upload a video clip to a video sharing website 60% Watch video clips online 50% 40% 30% 20% 10% 0% Wave 3 Wave 4 Wave 5 2008 2009 2010 The Socialisation of Brands
  • 37. But the ease with which social networking platforms have incorporated content sharing functionality into their sites, particularly in the mobile space, means that users are clearly adopting these platforms for sharing at a much faster pace than dedicated photo and video sharing sites. Figure 11: “Which of the following have you done with your social networking profile?” - Amongst those who have used a social network in the last 6 months 80% Upload photos Upload videos 70% 60% 50% 40% 30% 20% 10% 0% Wave 3 Wave 4 Wave 5 2008 2009 2010 37
  • 38. Specialisation of blogs & forums As social networks keep growing we also see them begin to dominate discussion about personal topics. People are moving away from reading and discussing personal topics on both blogs and forums. At the same time we see a corresponding rise in social networks as the key platform for personal blogs (See Figure 12). The Socialisation of Brands
  • 39. Figure 12 : “When you read blogs, which of the following types of blogs do you read most often?”- Amongst those who have read a blog in the last 6 months, “Which of the following have you done with your social networking profile?” - Amongst those who have used a social network in the last 6 months 50% Personal blogs (diary sites) 45% Family / friend blogs 40% Write a blog on a social network 35% 30% 25% 20% 15% What is a blog? 10% A blog is a website that is created by a user in order to update others with 5% regular commentaries, opinions or share content. 0% Wave 3 Wave 4 Wave 5 2008 2009 2010 39
  • 40. As a result, we are seeing them become more orientated towards specialised topics. They may no longer be the platform of choice for personal expression but they are clearly seeing some success in their battle to become legitimate rivals to the traditional media outlets by building specialist credibility. Figure 13 : “When you read blogs, which of the following types of blogs do you read most often?” - Amongst those who have read a blog in the last 6 months 40% News / Current A airs Product recommendations 35% Music Technology Business (general news & opinion) 30% Business news (relevant to my job) A company/brand blog 25% Science Sport Film / TV 20% Gaming Travel (holidays, destinations) Celebrities 15% 10% Wave 3 Wave 4 Wave 5 2008 2009 2010 The Socialisation of Brands
  • 41. Blogging 100 80 Declining or stabilising in Western countries, 60.6% 64.5% 55.3% but growing in others. 60 40 20 Global 74.9% 75.7% 79.6% 59.3% 63.4% 50.2% 54.6% 45.6% 46.7% USA China Russia 74.5% 72.4% 62.2% 63.1% 63.3% 50.7% 41.3% 40.8% 40.9% UK Brazil India 61.9% 63.6% 60.3% 51.0% 55.9% 51.5% 35.2% 36.3% 29.6% Italy Germany Spain Figure 14: “Thinking about using the internet, which of the following have 45.6% 50.2% 46.7% you used in the last 6 months?” - Read blogs / weblogs Wave 3 Wave 4 Wave 5 France 41
  • 42. The rise of microblogging Microblogging is a great example of a new form of social media that has, within an incredibly short space of time, become a mass market activity. Figure 15 : “Thinking about using the internet have you used a microblogging service like Twitter or Jaiku in the last 6 months?” 40% 35% 30% 25% 20% What is a microblog? 15% A blog on which updates are restricted in length 10% (usually to less than 140 characters) 5% 0% Wave 4 Wave 5 2009 2010 The Socialisation of Brands
  • 43. It’s certainly the fastest growing social media platform that we track within our study (see figure 15) and as it has grown we have seen a significant move towards a more female profile amongst the community (see Figure 16). Figure 16 : Age and gender profile of people who have used a microblogging service in the last 6 months 45-54 45-54 8% 8% 34.6% 42.6% 34-44 65.4% 34-44 57.4% 19% 16-24 20% 16-24 41% 39% 25-34 25-34 32% 33% Wave 4 Wave 5 2009 2010 Clearly, the fact that it doesn’t require an enormous amount time spent creating content, but still allows you to maintain a constant stream of news, updates and opinion has much appeal. But it is also its position as an undiluted way to communicate with audiences, without the need to engage with a sometimes difficult or prohibitive mass media, that gives it real potency. This has been clear during recent news events when people sent regular updates on, for example, the Iran protests or the Mumbai bombings that added a more personal and visceral dimension to the ensuing events. For the same reason it has been adopted wholesale by the marketing fraternity, in particular many high profile celebrities. There is still much debate about how many people are actually tweeting vs following, however, with its integration into a number of simple mobile applications its growth will continue. 43
  • 45. The future face of social media
  • 46. The mobile engine of social media The most significant shift in social media over the last few years has been the ability of users to engage in social media via mobile. The availability of powerful handsets and tablets with flexible operating systems, such as Google’s Android and Apple’s O.S. combined with flat rate data charges has created a fertile environment for the growth of mobile social media. Alongside these has been the development of a range of easy to use first and third party applications that allow users to engage with their social media platform of choice, such as Facebook or Twitter, using a simple to use interface. As a result our Wave 5 data shows clear correlation between smartphone ownership, mobile internet access and engagement in social media (See Figures 18 and 19). Not only are smartphone users more likely to engage in a wider variety of platforms (see Figure 19) they do more often too. They visit their social network profile on average 3.5 times a day, 18% more often than the average social network user. The Socialisation of Brands
  • 47. Figure 18 : Percentage of people who access the internet via a mobile device and the % of people who access the internet via a mobile device and have a smartphone 60% Mobile internet users 50% Mobile internet users with smartphones 40% 30% 20% 10% 0% Italy Spain GLOBAL China Russia UK US India Germany Brazil France Figure 19 : “Thinking about using the internet on your mobile device, which of the following have you done in the last 6 months?” - Amongst all who have accessed the internet via a mobile device and smartphone owners 0 10 20 30 40 50 Use Instant Messenger Watch video clips online (e.g youtube.com) Read blogs / weblogs Visit a friend's social network page Visited an official company / brand websites Visit a photo sharing website (e.g flickr.com) Visit a message board / forum Upload my photos to a photo sharing website Shared a music file / mp3 with a friend Started a topic on a message board/ forum Post / write stories for my own blog / weblog Manage a profile on an existing social network Leave a comment on a blog site Share a video clip with a friend Used micro blogging service like Twitter/Jaiku Joined an online community around a brand/prod Upload a video clip to a video sharing website Create a video to upload online Joined a professional social networking site Created an online community around brand/prod All respondents Smartphone owners 47
  • 48. The connected generation One of the most interesting things about the mobile social media user is not just the range and frequency of their activity but who they are. You might be forgiven for thinking that the people at the forefront are just the youngest adopters but, in fact, our research shows the higher cost of smart phone ownership and usage means that this audience is certainly at the higher end of the socio-economic scale. They have a broader age range, more like to be aged 25-34. They are more likely to be male (63%), married (53%), have a medium to high income (62%), have a high level of education (65% have a degree or post graduate qualification). Not only are they a wealthy consumer they are also highly influential. They are more likely work in senior decision making positions within companies(25%) and are more likely to try products first (index 172) and influence others in regard to their purchases (index 157) It is clearly a significant audience and one which not only represents the future face of social media usage but a very interesting and influential audience today. The Socialisation of Brands
  • 49. Understanding means and motive is everything • Social media is an incredibly dynamic environment • A deeper knowledge of consumer needs and motivations is the key to unlocking our understanding of social media • Understanding these motivations explains much of what is happening • Why people engage in social media is an important starting point but there is still a missing piece of the puzzle • What kind of social experience are people looking for with brands? 49
  • 51. The Socialisation of Brands
  • 52. Is there a social demand for brands? There is much debate about the role that brands can or should play in social media. The big question is do people actually want a social relationship with them at all? We have found over the last three Waves of research a decline in the number of people saying that they have visited an official company website (See Figure 20). Does this mean that there is less appetite to engage with brands in their “official spaces”? Does the increasing power of peer to peer recommendation and the huge number of spaces that facilitate this recommendation, the burgeoning influence economy, mean that people no longer feel the need to engage directly with brands to find the information they want? Well, we can certainly see a trend towards consumers engaging with brands in social media. When we look at the numbers of people who are becoming fans with brands on their social networking platform we see a huge rise in the last year (See figure 21). Clearly, just by being present in a space socially relevant to the consumer means that they are more than willing to engage. The Socialisation of Brands
  • 53. Figure 20 : “Thinking about using the internet, have you visited an official brand/company website in the last 6 months?” 86% 84% 82% 80% 78% 76% 74% 72% 70% Wave 3 Wave 4 Wave 5 2008 2009 2010 Figure 21 : “Which of the following have you done with your social networking profile?” -Amongst those who have used a social network in the last 6 months” 50% Wave 4 (2009) 40% Wave 5 (2010) 30% 20% 10% 0% A liate with or Join a group become a fan of a brand 53
  • 54. The answer is a resounding “Yes” But it’s not just on their social networking profile that people are affiliating themselves with brands. Our Wave 5 research shows that, globally, nearly half of the active internet universe claims to have joined a brand community at some point (see figure 22). This clearly identifies a demand for brands in the social space. Figure 22 : “Have you ever joined a brand community online?” 100% 50% 0% Ecuador Philippines Colombia Czech Republic Malaysia Portugal Turkey Taiwan Mexico Spain Romania Hungary Sweden Kuwait Norway Estonia Lebanon Latvia Algeria Slovakia GLOBAL Thailand Chile South Korea China South Africa Argentina Brazil Hong Kong Singapore India Poland Russia UAE ROI Lithuania Egypt Qatar Bahrain US UK Denmark Austria Australia KSA Tunisia Italy Netherlands Canada Belgium Oman Germany Japan France The Socialisation of Brands
  • 55. Is social demand true for all categories? Well, we asked people if they wanted an interaction with brands beyond a simple transaction across a number of categories (see figure 23). These included a range of interactions from getting access to advance news of products to being able to access decision makers and influence product development. It’s clear from the results that, even though the level of social demand differs by category, there are significant numbers of people who do want to engage with brands in all categories (even if this engagement was more superficial, like just having access to breaking news). Figure 23 : Amongst those who show an interest in an category, how many want an interaction with companies in that category (i.e. At least one or more interaction). These included a range of interactions from getting access to advance news of products to being able to access decision makers and influence product development Health Movies Music Travel Telecomms 75% 74% 73% 71% 71% Software Food Cars Finance 71% 70% 67% 63% 55
  • 56. Brand communities So why are people joining brand communities? Although many are saying that they have joined a brand community online to gain access to free content (69.6%), the highest motivations are to learn (78.6%) and get access to advance news of products (76.1%). In the influence economy, information is clearly a very valuable commodity. These motivations are prevalent across all markets but when we look regionally we can see that there are nuances (See figure 24). In Latin America brand communities are more likely to be driven by the desire to associate themselves with something (to support a cause or even something they think is cool). In Asia they are more likely to join if it was recommended to them by their peers and in the Middle East it is about feeling part of a like-minded community. The Socialisation of Brands
  • 57. Figure 24 : Agreement with the descriptions of why they joined a brand community amongst those have ever joined a brand community online by region. To support a cause To get advance To share my news on products appreciation with others Because it was To associate recommended with something to me I think is cool 0% 20% 40% 60% 80% 100% To fill time / To learn more have fun about it To get free To feel part of a content like-minded community Europe North America Latin America Asia & Oceania Middle East & Africa 57
  • 58. What’s the benefit to brands? The other big debate in social media is identifying the value of brand community engagement and interaction. Of those people who joined a brand community, 72% said they thought more positively of the brand as a result, 71% said they are more likely to buy the brand, 66% said they felt more loyal to the brand and 63% said they recommended others to join. So clearly there is an opportunity to build brand equity, drive sales, increase loyalty and create brand endorsement all of which sounds a lot like the holy grail of marketing communications. Of course, things are not so simple or easy. In order to create a social media experience that will benefit the brand in these ways we must first understand what kind of social media experience consumers want. Figure 25 : “As a result of joining a brand community, please indicate how much you agree with the following statements?” 72% 71% 66% 63% “I thought more positively “I am more likely to “I felt more loyal “I recommended of the brand” buy the brand” towards the brand” others to join” The Socialisation of Brands
  • 59. Mapping the right social media experience There are four steps to identifying the right social media experience for brands: • Understand the social landscape of the category • Identify where the consumer fits in this landscape • Identify the social needs of the consumer in the category • Map them to social media platforms that can best deliver them 59
  • 60. The social landscape of categories The first thing we need to understand is the level of social activity in each category. We do this by mapping involvement across a spectrum of social engagement. From those actively creating content and collaborating with others to those simply seeking information. What we see is that certain categories with very broad appeal, like music and movies, have large numbers of people engaged in collaboration, creation, sharing and seeking. Conversely, categories like sport or fashion have a much smaller number of people engaged in the category but a higher proportion of those are actively collaborating. However, in all categories there are significant numbers of people already actively engaging with brands and companies. The reason why it is important to understand the consumers current level of engagement with the category is because it has a fundamental effect on the depth of social interaction they want. The Socialisation of Brands
  • 61. Figure 26 : “Thinking about how you seek and share information regarding different products and services, which of the following statements best describe how you seek and share information in each of the following categories?” Numbers of consumers (in 000’s). Note: consumers can be active in more than one segment within a category. Wine, spirits & alcohol Non-alcoholic drinks Luxury goods Cosmetics Console/PC Gaming Sport Cars Portable technology Fashion Energy & environment Computer hardware Personal finance Household products Home technology Travel Mobile phones and services Computer software Food Health & wellbeing Music Movies 600,000 400,000 200,000 0 200,000 400,000 600,000 800,000 I create content and collaborate with I share opinions, content and people and companies in this category information in this category I often seek information in this I sometimes seek information category to keep up to date in this category when I need it 61
  • 62. Different categories, different audiences, different needs We can see that different categories have different social media needs. Analysis of the movie and health categories, for example, show that access to fun content is key for the movie category (unsurprisingly in a very visual and content rich medium) whereas learning is the dominant need in the health category (see Figure 27). Figure 27 : “Thinking about companies Access to fun and entertaining content in the following categories, which of following statements describes the kind Contact employee decision makers and Access to of interaction you would like to have with influence product breaking news these companies?” amongst those who development show an interest in the category Tools help express creativity and An opportunity make something to learn worth sharing something new 0% 10% 20% 30% 40% 50% An opportunity Access to to develop unique events my skills or competitions A personal response Communicate to my issues / complaints and share experiences with others Movies Health & Wellbeing The Socialisation of Brands
  • 63. And it’s not just the category differences that we have to take into account. We also need to consider current category behaviour as this has a significant impact on their social needs and expectations. When we look at people actively engaged in the Computer Software category, for example, we can see that the demand for customer service (a personal response to issues and complaints) is equally important to both content creators/collaborators and seekers of information (see Figure 28). However, in all other regards creators/collaborators want a much deeper and more diverse social relationship but in particular we see that learning and skills development are the key social needs. An opportunity to Figure 28 : “Thinking about learn something new companies in the computer Access to unique events An opportunity to software category, which and competitions develop my skills of following statements describes the kind of interaction you would like to have with these companies?” Contact employee decision makers and Access to amongst those who create influence product breaking news content or seek information development in the category. 0% 20% 40% 60% 80% 100% Tools help express creativity and Free coupons / make something money-o vouchers worth sharing Access to fun and A personal response entertaining content to my issues / complaints Communicate and share experiences with others I create and collaborate with people I often / sometimes seek information and companies in this category in this category to keep up to date 63
  • 64. Mapping needs to platforms Clearly, understanding the social needs of the consumer is the key to creating a successful social media programme. If all the consumer wants is access to information and news there is no point in creating an all singing, all dancing interactive content sharing platform. On the other hand if they want to be involved directly with product development then access to new news is unlikely to be involving or compelling. Since these needs differ widely by country, category and audience it is essential to have a granular view of the social dynamics at play. The other important factor is an understanding of which platforms and forms of communication best meet these needs. Wave 5 – The Socialisation of Brands also contains a wealth of information that can help identify the most influential platforms at both macro and micro level. We believe that the combination of social need state and the ability of platforms to meet these needs gives us the crucial insight required. The Socialisation of Brands
  • 65. Share experiences with other customers Portable Technology Cosmetics Home Technology Personal Finance Wine, Spirits & Alcohol Sponsored link on a search engine Recommendation from a friend Ad on a blog Sponsored music / video player Energy & The Environment Luxury Goods Travel Sport Music Movies Access to unique events Sponsored link on social network page Food Fashion Opportunity to develop d skills an my m a br Console / PC Gaming Cars tur ing fea C Computer Software Personalised ad on social network pageonline age o cl ip Vide Influence product development website Mobile Telecommunication Brand Comm Instant Messenger Expert recommendationn o Widge unicat Resocial netwo Access to y emperie news Tools to help / Brand BLOGG f a Com nline bran t on a e m breaking Spo O pan nsor ed l Company ink o y / B ded video clip co na web xm site rand expreLO en nces da B ss tio rk 65
  • 67. The impact Summary
  • 68. The impact Social media is an incredibly dynamic environment. Terms like “friend” and “influencer” are no longer adequate to describe the array of social activity and interaction that is occurring amongst the vast communities now being built online. A deeper understanding of consumer needs and motivations is the key to unlocking a real understanding of social media and its users. Social networks are becoming powerful hubs of interconnected communities but it’s not just people that are connecting in the social media space. There is huge demand for a more social and interactive relationships with brands. Almost half of the Active Internet Universe has already joined a brand community. These communities are also clearly having a huge benefit to the brands involved, driving brand loyalty, endorsement and sales. However, understanding the nature of social demand for each consumer, category and market is the key to creating a successful social media experience. The Socialisation of Brands
  • 69. What does this mean for your business? Wave 5 – The Socialisation of Brands is an in-depth study and there are many other aspects that we are unable to cover in this report. If you want to know how to operate in the new social media landscape and what this means for your business please contact:- EMEA APAC Glen Parker Natalie Pidgeon Research Director - EMEA Director IQ and Insights - APAC Glen.Parker@umww.com Natalie.Pidgeon@umww.com North America LatAm Heidi Browning Mario Mejia EVP Global Digital Officer Strategic Director - Colombia / LatAm Heidi.Browning@umww.com Mario.Mejia@umww.com Huw Griffiths EVP Global Director of Research Huw.Griffiths@umww.com 69
  • 70. About this report Wave 5 - The Socialisation of Brands is part of UM’s ongoing research programme aimed at exploring the massive changes occurring in communication technologies. The studies have been conducted annually since 2006. The research is conducted by the UM EMEA research team in collaboration with the UM global network of agencies. If you have any questions about the research or future Wave projects please contact the EMEA research team Glen Parker Research Director EMEA Glen.Parker@umww.com Lindsey Thomas Research Executive EMEA Lindsey.Thomas@umww.com © UM 2010 The Socialisation of Brands
  • 71. This report is printed on Cocoon Offset: a paper produced using eco-sensitive technology from 100% recycled and de-inked fibres (FSC certified)