Activating social media
Discover how the world lives online

“In the analog era marketing was about getting people
to think things so they might do things. Digital media are
interactive, so now it’s the other way round. Marketing
is now about getting people to do things”
Simon Silvester

Social networking is now a part of daily lives for many online consumers,
but it is also a platform that is continually changing. What began as a core
messaging platform connected to your friend list has become an aggregator of
services; the one-stop-shop for all of your online needs.
A consumer can now listen to music, watch videos, play games, create groups
and share their location. When we look at what the next big development
will be, multi-media integration is at the top of the list. The networks that
can make this as seamless and intuitive as possible will be winners. Brands
should also look to integrate multi-media in their social media campaigns to
increase impact in an increasingly competitive and hostile space.
From a brand perspective, the category you are in will play a big role in your
social media strategies. Brands in technology categories must have a social
media presence to survive. Tactics must also vary by region; make sure your
social media presence in rapid growth markets is an informative as it is
inspirational.

Social networking is truly mass-market
DAILY
EVER
% SOCIAL NETWORKING
I1.01: Usage frequency of SN
Bases: All respondents n=48804
97
90 92
90
86
83
80 80 79
76
64
56
54 54
50
46
43 42
41
28 28
24
SSA
NAm
NWEu
SEEu
DevA
Ch
Ind
EmA
LAm
MENA
Global

Multi-media integration is the next critical development
% LOOKING TO INCREASE USAGE OF SOCIAL MEDIA ACTIVITY
I6: Future development of activities
Bases: All respondents 48804
42
36 36 36 35 35 34
32 32 31
29 29 28 28 28
26
Stream Download Message Download Online chat Check Respond on Look at Upload Check Upload Write own Share link Check Respond to Microblog
music/video media on social App social social photos photos blog/forum video/music blog/forum microblog blogs
network network network

Technology categories see the greatest reliance on user-generated content
% USING ‘USER-GENERATED’ ONLINE INFORMATION TO MAKE pURCHASE DECISIONS
N14: Social Network activities
Bases: All social networkers 40382
Computers 34
Audio visual 33
Mobile gadget 31
Automotive 31
Software 30
Video games 29
Mobile phone 29
Real estate 27
Baby care products 27
Holiday/travel 26

In rapid growth markets, social networks are a key source of information on brands;
align content appropriately across regions
REASONS TO jOIN A BRAND COMMUNITY – TO GET MORE INFORMATION ABOUT A BRAND
N13: Reasons for potential brand friending
Base: All social networkers 40819
53
48
44
40 41
37 38 (Global average)
35
28 29
27
SSA
NAm
NWEu
SEEu
DevA
Ch
Ind
EmA
LAm
MENA
Global

Discover how the world lives online