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Decoding Digital Friends in 2010 Robert Barnard, CEO Decode Marketers around the world are keen to utilize social networks to build better, deeper relationships, and to maximize marketing and communications budgets. Still, many are making decisions that are uninformed or based on unproven theories and popular perceptions. To get more value from their social media investments companies need knowledge in three main areas.
Citation preview
© Decode 2010 [email protected]
Decoding Digital Friends
Local Social Summit 2010
presented by Robert Barnard
co-founder and CEO
© Decode 2010 [email protected]
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Knowledge + insights
Strategy + Co-creation Ventures
Decoding Young people
Generation Y and Z LifeStages (from High school to young family)
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© Decode 2010 [email protected]
Post Secondary
School Student
Young Singles
High School students
major life stages
Young Couples
Mature Singles/Couples
Retired People
DRIVERS life schedule life stage influencers life stage media life stage interests locational concentration
DEFINITION A period of time in a person's life characterized by a particular set of concerns or motives
Primary School
Families
High Schoolers’
Parents
Pre-school Families
major life transitions
first-time experiences
© Decode 2010 [email protected]
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The big strategic questions on social media:
Why should you invest?
What is the value of using social media?
Who do you want to connect with?
How are relationships being built in digital environments?
What is distributed?
How is content created and effectively distributed through networks?
How will it affect behaviour?
How are digital relationships influential?
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© Decode 2010 [email protected]
Frequency of Use UK- Daily
8%
11%
20%
21%
22%
36%
50%
56%
63%
68%
Write a Blog
Post on Twitter / Retweet on Twitter
Comment on a website or blog
Maintain a profile on a virtual world
Mobile Instant Messaging
Instant Messaging on a computer
Phone calls
Social networking website(s)
Text Messaging / SMS
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The role of social media
29%
51%
55%
59%
67%
I am able to communicate with organizations or brands
I can learn about events that I may wish to attend
It is a form of entertainment for me
I am able to keep up to date on news and information
I am able to connect with people I know
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82%
51%
37%
15%
“I use it all the time”
Page 10 © DECODE 2010 www.decode.net
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© Decode 2010 [email protected]
Social network size
283
66
0
50
100
150
200
250
300
350
400 Total High School Student Post Secondary Student Young Single Young Couple Young Parent
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Total network
Regular network
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Strength of relationships
0 50 100 150 200 250
Best Friend Close Friends Family Friends of Friends Distant Friend People you have never met
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LifeStage networks strength
44 43 32 35
43
100 105
62 58
83
High School Student Post Secondary Student
Young Singles Young Couples Young Parents
Core Friends
Distant Friends
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Creating Using and Sharing Behaviour - UK
© DECODE 2010 www.decode.net Page 14
0
10
20
30
40
50
60
70
Pictures Articles Videos Music Profiles Blogs Twitter feeds
Create/upload
Listen/read/look
Share
rating
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Sharing • motivated either by a ‘political’ (small ‘p’) or civic cause or due to a ‘caring’
tendency ‘I can help educate those that see my profile on things they would have otherwise
known nothing about. And, if all they read is the title of the article, they know just a little bit more and their horizons are broadened.’
‘I really like passing on positive stuff … makes me feel warm/fuzzy.’
Rating • Those who rate tend to like immediate feedback from others and are motivated by
being part of a ‘collective’.
‘I'm definitely a rater as I always like to answer those quick little side surveys to see where I stack up with everyone else on the topic/subject; always with the tweets for something; don't have time to be a commentator with the back and forth online.’
‘I'm a rater, I can express my opinion in a easier and more sleeker way than commenting.’
Introducing Decode’s BuzzfluenceTM Index
attitude + behaviour = Buzzfluence
• Identification system
• Personification device
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35% 30
15 24 26
High School Student
Post Secondary Student
Young Singles Young Couples Young Parents
High Buzzfluence
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Buzzfluencers have large networks
482
368
57 66
168
283 235
31 34 66
Entire social network
Facebook Never met in person
In-Person monthly contact
Internet monthly contact
Total High Buzzfluence
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The Attitudinal Characteristics of Influencers
• Buzzfluencers like to be informed. More than entertained.
• Buzzfluencers like to know what’s going on in others’ lives.
• Buzzfluencers are more concerned about feeling they at the centre of their network.
• Buzzfluencers have more cohesive networks with more similar interests. But they are looking for access to more diversity.
• Buzzfluencers feel more informed by their social network.
• Buzzfluencers are truly ‘social’ users, often making friends online and allowing their public face to be seen by all.
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Acting on recommendations from individuals
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0
10
20
30
40
50
60
Family Best friend Close Friend Friends of Friends Distant Friends
Make a Purchase
Attend an event
Click "thumbs up/like" Join a group/fan page
%
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0%
10%
20%
30%
40%
50%
60%
A brand I am familiar with
A charitable organization
A social cause or issue
A brand I am not familiar
with
My school My work My financial institution
make a purchase Pass it to someone else Join a group or fan page Attend an event
Acting on recommendations from organizations
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Digital Brand Relationships
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Google BBC Tesco Microsoft Channel 4 Asda Sky O2 Apple Boots Sainsbury’s iTV
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Coca Cola Virgin Nintendo Orange Sony VISA BT Nokia McDonald's Samsung M&S Vodafone Cadbury
Top 25 Liked brands With digital interactions
Final Thoughts
Focus on segmentation Be realistic about breadth and depth
Make it easier to share not create Balance rating and commenting Find and emulate Buzzfluencers
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© Decode 2010 [email protected]
Buying into decoding digital friends
Who has bought the study so far?
• Global food and beverage companies, Leading media companies, Top Tier financial service firms, ICT leaders, Leading Educational institutions and many more.
What Value will you receive?
• Be able to build more targeted effective social media strategies
• save money by making smarter investments
• find new opportunities to build better relationships with young people
About Decode
✦ Decoding is about depth, not just looking at surface trends.
✦We start with 15 years of knowledge on how young people build relationships, both with one another and with brands.
✦We are research experts in youth, young adults and young families. We take a user-centred view of how to build social media strategies.
✦We have a unique model on how to value social media: it will provide partners with knowledge to get a better ROI onsocial media, and identify new opportunities for growth.
Subscription fee for bespoke report and presentation:£9,500 + VAT (optional qualitative report £5,500)Comparison reports to USA and Canada are also available.
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