1. The European Social Media and E-mail Monitor ─ A 6 Country Study about the Digital Dialogue between Facebook, Twitter and E-mail(results for the Netherlands, part 1)Munich, January 2011 | Authors: Volker Wiewer and Rolf Anweiler

2. Executive Summary: 5 thesis and facts for the digital dialogue using Facebook, Twitter, E-Mail & Co. in the Netherlands eCircle2 2 1 4 5 Fans and Followers are the new E-mail Subscribers 55% of the population can be reached via social networks, 26% uses them to get information about products and companies, but only 17% are fans or followers of a company. In addition to winning subscribers for their newsletters, marketers should also aim to get fans and followers for their digital customer dialog. Social Networks are used to search for product information, not for direct sales Twitter users are quite open-minded to product communication (47%) and even 29% of Facebook users get information about products and companies on this platform. The users stay at the platform because of their activity profile consisting of private communication and little “publication”. This is why only a few change to online-shops for buying directly. Social Network Users want to be activated by Companies Fans and followers are characterized by passive behavior and want companies to post latest information, e.g. only 17% participate in join-in-action of companies. When Information is shared, a Great Reach can be achieved. 39% of social network users have more than 100 friends or follower. On average every shared message reaches 77 people. To get in touch with those multipliers, companies need to integrate their brands and products into users “private communication”. 3 E-mail is still the best tool for the digital customer dialog Nearly one-third of internet users (40%) can be reached via newsletter. Furthermore almost 17% of fans and followers of company profiles can also be reached via newsletter. This is why companies have to be able to coordinate news via diverse channels.

4. Hyves is the network with the largest multiplier potential – regarding reach and usage intensity.

5. 26% of the social networkers are interested in information about products and companies.

6. Social networks have a strong viral reach – Hyves being the number one

7. 17% of the social networkers are fans/followers of a company/brand.

8. Almost half (47%) of the fans/followers are a fan/follower because they want to be informed about the company/brand

9. 26% want to demonstrate their attachment to a brand.

10. The “Ego-factor” can be a great benefit for strong brands, although compared to other countries the stickiness to the brands is much lower, e.g. in Germany 40% want to demonstrate their attachment to a brand.

11. Social networkers regard their network as a private area, where they communicate with and get informed about their friends.

12. That is the reason why advertisement in social networks gets the worst results in nearly every image category compared to company/brand profiles and newsletters.

13. Dialog with costumers works through brand profiles or newsletters – advertisement in social networks serves at best as an addition and is not used for brand advertising eCircle3

15. 17% of the E-mail recipients check their E-mails via a mobile device every day.

16. Most of the social networkers use their E-mail account for e-Commerce (65%).

17. E-mail is still the best tool in the digital customer dialog

18. Only 4% of all newsletter subscribers have used the “Share With Your Network”-feature so far.

19. Twitter users share content more often (10%) than other social networkers.

20. Despite the fact that the circulation is still low, a shared message has the potential to reach an average of 77.2 friends, once it gets shared with the whole network.eCircle4

22. Chapter 1: The cosmos of communication How are social media and E-mails used?

23. Chapter 2: Typology of Social Networks Usage structure and motivation

27. Method: Online survey (panel)

28. Country: The Netherlands

29. Sample size: N = 501

30. Concept/Analysis:

31. Field work:

32. Field time: 09/02 – 09/06/2010eCircle7

34. Chapter 1: The cosmos of communication How are social media and E-mails used?

35. Chapter 2: Typology of social networks Usage structure and motivation

38. 50% of the respondents use all communication channels.eCircle9

40. The majority of social network users, which can´t be reached via newsletter, is younger than 29 years.*: can be reached through all communication channels **: can be reached through E-mails and on social networks but not through newsletters ***: can be reached through E-mails and newsletters but not on social networks ****: can be reached only through E-mails eCircle10

42. Multi channel users are slightly higher educated.*: can be reached through all communication channels **: can be reached through E-mails and on social networks but not through newsletters ***: can be reached through emails and newsletters but not on social networks ****: can be reached only through E-mails eCircle11

44. Chapter 1: The cosmos of communication How are social media and E-mails used?

45. Chapter 2: Typology of social networks Usage structure and motivation

48. 60% of the social networkers visit their network daily.Question: Which social networks do you use / have an account with? Question: How often do you generally use social networks? Question: How many friends do you have on your social networks? eCircle13

52. Base: Fans or followers (N=47) Low number of cases Base: Users of social networks (N=278) % Question: Are you a fan/ friend of a company/ brand profile on a social network or a follower of a company/ brand on twitter? The Reach of Company Profiles is overrated – only 17% are Fans and Followers Only 17% are fans/followers of a brand/company profile. Most of the fans are highly educated. eCircle17

54. Therefore they want companies/brands to post the latest information on products/services on their profiles.Question: Are you a fan/ friend of a company/ brand profile on a social network or a follower of a company/ brand on twitter? Question: What are the reasons for being a fan of a company/ brand profile on a social network or follower of a company/ brand on twitter? Question: What are your expectations regarding company/ brand profiles you are a fan/ friend of? (5-stage scale) eCircle18

56. Almost all fans/followers can be reached through newsletters. * Base: fans/followers (N=47) eCircle19

58. Chapter 1: The cosmos of communication How are social media and E-mails used?

59. Chapter 2: Typology of social networks Usage structure and motivation

62. More than two thirds of the social networkers use their E-mail account to receive notifications from their social networks.Question: How often do you use your E-mail account(s) on the following occasions? (4-stage scale) eCircle21

64. One quarter of E-mail users checks their E-mails using a mobile device.Question: How often do you use your E-mail address(es)? (7-stage scale) Question: And how often do you check your E-mails using a mobile device (e.g. iPhone, Black Berry etc.)? (8-stage scale) eCircle22

66. Chapter 1: The cosmos of communication How are social media and E-mails used?

67. Chapter 2: Typology of social networks Usage structure and motivation

70. News and pictures is the content that would most likely be shared.

71. The main reason for not using the SWYN-feature is a principle aversion of this feature. Question: Do you know the ‘share with your network’ feature and have you use it before? Question: Which email content would you share with the ‘share with your network’ feature? Question: What are the reasons you have never used the ‘share with your network’ feature before? eCircle24

74. Every subscriber, who is willing to share content, can reach approx. 77.2 friends.Question: How many friends do you have on your social networks? Question: Do you know the “share with your network” feature and have you use it before? * Calculation bases: minimum number of friends in one category in the most frequent ly used network eCircle26

76. Advertisement on social networks is described as disturbing by almost 60% of the social networkers.Question: And how much do you consider company/ brand profiles on social networks as … ? Question: And how much do you consider advertisements on social networks as… ? Question: And how much do you consider advertisements in newsletters as… ? eCircle27

77. RESOURCECENTRE ecircle.com/en/resource-centre BLOG ecircleblog.wordpress.com Contact Bart van Gestel b.vangestel@ecircle.com 030 – 210 63 55 WEB www.ecircle.com nl eCircleZen Building Newtonlaan 115 3584 BH Utrecht T: 030 – 210 64 19 es Paseo de la Habana 9 28036 Madrid T: +34 (0)91 298 61 70 uk 14 St. John‘s Square London EC1M 4NL T: +44 (0)20 7618 4200 de / at / ch Nymphenburger Str. 86 80636 München T: +49 (0)89 / 120 09-600 fr 2, Cité Paradis75010 Paris T: +33 (0)1 53 80 48 00 it Via San Gregorio, 40 20124 Milano T: +39 (0)2 30 87 620 eCircle28