Wave 5, the socialisation of brands

1The Socialisation of Brands

The Socialisation of BrandsSocial media tracker - 2010


Contents

• Executive summary

• Introduction

• The continuing Wave story

• Methodology

• The social challenge for brands

• The new social landscape: means and motives

• The gravitational pull of social networks

• The rise of microblogging

• The future face of social media

• The Socialisation of Brands

• The impact: summary


Executive Summary

Social media is an incredibly dynamic environment. Terms like “friend” and “influencer” are no longer

adequate.

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.


Introduction


Hello

Welcome to Wave:

The largest and longest running

dedicated social media study in

the world.

10%

growth

in the number

of social

network

managers

1.5 billion visits

to social networksper day

30%accessing

social media via mobile

47%joining brand communities


15 countries 7,500 respondents

21 markets 10,000 respondents


38 countries23,200 respondents


The continuing Wave story


The expanding Wave universe

Wave 1

AustraliaBrazilChina

FranceGermany

ItalyIndia

JapanKorea

MexicoPhilippines

RussiaSpain

UKUS

54countries

Wave 2

AustraliaBrazilChina

FranceGermany

GreeceIndiaItaly

JapanKorea

MalaysiaMexico

PakistanPhilippines

RussiaSingapore

SpainTaiwan

ThailandUKUS

Wave 3

AustraliaAustria

BrazilCanada

ChinaCzech Republic

DenmarkFrance

GermanyGreece

Hong KongHungary

IndiaItaly

JapanKorea

MexicoNetherlands

PakistanPhilippines

PolandRomania

RussiaSpain

SwitzerlandTaiwanTurkey

UKUS

Wave 4

AustraliaAustria

BelgiumBrazil

CanadaChina

ColombiaCzech Republic

DenmarkEcuadorFinlandFrance

GermanyHong Kong

HungaryIndiaItaly

JapanKoreaLatvia

LithuaniaMalaysia

MexicoNetherlands

NorwayPeru

PhilippinesPoland

PortugalRomania

RussiaSingapore

South AfricaSpain

SwedenTurkey

UKUS

Wave 5

Algeria Argentina Australia

AustriaBahrainBelgium

BrazilCanada

ChileChina

ColombiaCzech Republic

DenmarkEcuador

EgyptEstoniaFrance

GermanyHong Kong

HungaryIndiaItaly

Ireland (ROI)JapanKorea

KSAKuwaitLatvia

Lebanon LithuaniaMalaysia

Mexico Netherlands Norway

OmanPhilippines Poland

PortugalQatar

RomaniaRussiaSerbia

SingaporeSlovakia

South Africa Spain

SwedenTaiwan

ThailandTunisiaTurkey

UAEUKUS

37,600

respondents


Wave 1

Sep 06

Wave 2

June 07

Wave 3

March 08

Wave 4

March 09

Wave 5 July

2010

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%Read blogs / weblogs

Start my own blog/ weblog

Leave a comment on a blog site

Upload my photos to a photo sharing site

Upload a video clip to a video sharing site

Watch video clips online

% E

ver

Done

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

Methodology

• Wave has retained the same methodology from Wave 1 to Wave 5, enabling comparison across Waves

• All research is conducted on UM’s in-house research system, Intuition

• We have surveyed 37,600 16-54 Active Internet Users in 54 countries

• All surveys are self-completed and the data collected is purely quantitative

Why the Active Internet User?

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

• Social media is driven by active internet users

• They drive adoption of platforms and tools and they will determine which tools and platforms become dominant


The social challenge for brands

Understand how and, more

importantly, why people use

social media

Map the social landscape of the category

you are operating in and where your

consumer fits in that landscape

Identify the social needs

of the consumer

Identify the platforms

that best meet those needs

The Socialisation of Brands roadmap


The new social landscape

Means and motives


Be creativeChange opinions

Earn respect

Explore the world around me

Express yourself

Feel like you belong

Hang out or waste time

Have Fun/be entertained

Keep up to date

Learn something newMake contacts for work

Make money

Manage my life better

Meet new people

Promote yourself

Seek other people's opinions

Share knowledge

Share new experiences

Stay in touch with friends

0

10

20

30

40

50

Instant Messenger Message Boards Blogs Video Sites

Q: “Which of the following do a good job when you want to...”

Understanding means and motives


Be creativeChange opinions

Earn respect

Explore the world around me

Express yourself

Feel like you belong

Hang out or waste time

Have Fun/be entertained

Keep up to date

Learn something newMake contacts for work

Make money

Manage my life better

Meet new people

Promote yourself

Seek other people's opinions

Share knowledge

Share new experiences

Stay in touch with friends

0

10

20

30

40

50

Instant Messenger Message Boards Blogs Video Sites Social Networks

Q: “Which of the following do a good job when you want to...”

Multi-faceted social networks


The gravitational pull of social networks

What is a social

network? A site designed to allow

users to meet, communicate, share

content and build

communities.


Growing fast

Wave 1 Sep 06

Wave 2 June 07

Wave 3 March

08

Wave 4 March

09

Wave 5 July

2010

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Create a profile on a social network

Manage a profile on a social network

Visit a friend's social network page

% E

ver

Do

ne

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


Global

0%10%20%30%40%50%60%70%

45.1%51.4%

61.4%And this is a truly globalmovement

USA

33.1%48.3%

58.1%

China

47.4% 51.4%

68.4%

Russia

64.8% 66.1%79.8%

UK

53.4% 55.5% 58.6%

Brazil

63.6%53.9%

74.5%

India

51.4%62.8%

72.5%

Italy

24.0%34.4%

53.9%

Germany

27.2%36.6%

61.4%

Spain

29.9%

46.2%61.4%

France

26.3%

43.4%53.2%

Wave 3 Wave 4 Wave 5

Q: “Thinking about using the internet, which of the following have you done in the last 6 months?” - Manage a profile on an existing social network


A pull of people...

Wave 3 2008 Wave 4 2009 Wave 5 20100

10

20

30

40

50

60

Face to face

Phone

Text message

Email

Instant Messenger

Social Network

My personal blog

Forum/message boards

Ave

rag

e n

um

ber

of

peop

le

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


...and activity

Wave 3 2008 Wave 4 2009 Wave 5 20100%

10%

20%

30%

40%

50%

60%

70%

80%

Message friends

Find old friends

Find new friends

Dating

Update my profile

Q: “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”


Global

0

10

20

30

40

50

60

29.7

38.8

52.0 This is community growth on aphenomenal scale

USA

16.7

31.2

53.0

China

31.8 39.5

50.0

Russia

15.6

36.3

47.0

UK

30.7 40.6

57.0

Brazil

50.5 57.5

74.0

India

43.2

57.9 58.0

Italy

17.6

34.6

66.0

Germany

14.1

25.2

41.0

Spain

16.5

34.7

47.0

France

11.7

23.8

40.0


Q: “Approximately how many people do you stay in contact with through the following means?” Social Network (average)


Content sharing still continues

Wave 3 2008 Wave 4 2009 Wave 5 20100%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Upload my photos to a photo sharing website

Visit a photo sharing website

Upload video clip to video sharing website

Watch video clips on-line

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


But is starting to migrate

Wave 3 2008 Wave 4 2009 Wave 5 20100%

10%

20%

30%

40%

50%

60%

70%

Upload photos

Upload videos

Q: “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


Blogs & forums move away from personal topics

Wave 3 2008 Wave 4 2009 Wave 5 20100%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Personal Blogs (diary sites)

Family/friend Blogs

Write a blog on my social network

Q: “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

What is a blog?

A blog is a website that is

created by a user in order

to update others with

regular commentaries,

opinions or share content.


And specialise

Wave 3 2008 Wave 4 2009 Wave 5 201010%

15%

20%

25%

30%

35%

40%

News/Current Affairs

Product recommendations

Music

Technology

Business (general news & opinion)

Business news- relevant to my current job

A company/brand blog

Science

Sport

Film/TV

Gaming

Travel (holidays, destinations)

Celebrities

Q: “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


India

62.2% 63.1% 63.3%

Germany

35.2% 36.3%29.6%

Spain

63.6%55.9% 60.3%

Global

0%

20%

40%

60%

80%

100%

55.3% 60.6% 64.5%Blogging

USA

45.6% 50.2% 46.7%

China

74.9% 75.7%68.4%

Russia

59.3% 54.6%63.4%

UK

50.7%41.3% 40.8%

Brazil

74.5%

40.9%

72.4%

Italy

61.9%51.0% 51.5%

France

45.6% 50.2% 46.7%


Q: “Thinking about using the internet, which of the following have you used in the last 6 months?” - Read blogs / weblogs

Declining or stabilising in Western countries, but growing in others


The rise of microblogging

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

Wave 4 2009 Wave 5 20100%

5%

10%

15%

20%

25%

30%

35%

40%

What is a microblog?A blog on which updates

are restricted in length

(usually to 140 characters or less)


The rise of microblogging

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

16-24; 41%

25-34; 32%

34-44; 19%

45-54; 8%

Wave 42009

34.6%

65.4%

16-24; 39%

25-34; 33%

34-44; 20%

45-54; 8%

Wave 52010

42.6%

57.4%


The future face

of social media


The new engine of social media


Smartphone ownership drives mobile internet use

GLOBAL China Russia UK US India Italy Germany France Spain Brazil0%

10%

20%

30%

40%

50%

60%

Mobile device Smartphone owners

Q: % of people who access the internet via a mobile device and the % of smartphone owners who access the internet via a mobile device


And the use of social media

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

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Smartphone owners Mobile device

Q: “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


A connected generation


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

• Do consumers want a relationship with brands?

• What kind of social experience are people looking for with brands?


Are people moving away from traditional brand spaces online?

Wave 3 2008 Wave 4 2009 Wave 5 201070%

72%

74%

76%

78%

80%

82%

84%

86%

Q: “Thinking about using the internet, have you visited an official brand/company website in the last 6 months?”


There is certainly a move towards engaging brands in social spaces

Affiliate with or become a fan of a

brand

Join a group0%

10%

20%

30%

40%

50% Wave 4 2009Wave 5 2010

Q: “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”


Large numbers are already joining brand communities

0%

50%

100%

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


Q: 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

Health75%

Movies74%

Music73% Travel

71%

Telecomms71%

Software71%

Food70% Finance

67%

Cars63%

Is this true for all categories?


So why are people joining brand communities?

To support a cause I like

To share my appreciation with others

To associate with something I think is cool

To learn more about it

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

To fill time/have fun

Because it was recommended to me

To get advance news of products

0%

20%

40%

60%

80%

100%

LatAm Middle East & Africa Asia & Oceania North America Europe

Q: 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 sharemy appreciation

with others

To learn

more about it

To get free

content


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

“I thought more positively of the brand”

“I am more likely to buy the brand”

“I felt more loyal towards the brand”

“I recommended others to join”

What is the benefit to brands?

72% 71% 66% 63%


Which type of brand communities create the most positive brand benefit?

To feel part of a like-minded community

To associate with something I think is cool

To share my appreciation with others

Because it was recommended to me

To support a cause I likeTo fill time/have fun

To learn more about it

To get advance news of products

To get free content

0%

20%

40%

60%

80%

Q: % reason why people, who thought more positively about the brand after joining, joined a brand community

“I thought more positively of the brand”

72%


Understand how and, more

importantly, why people use

social media

Map the social landscape of the category

you are operating in and where your

consumer fits in that landscape

Identify the social needs

of the consumer

Identify the platforms

that best meet those needs

The Socialisation of Brands roadmap


MoviesMusic

Health & well beingFood

Computer SoftwareMobile phones and services

TravelHome technology

Household productsPersonal finance

Computer HardwareEnergy & environment

FashionPortable technology

CarsSport

Console/P.C. GamingCosmetics

Luxury goodsNon-alcoholic drinks

Wines, spirits & alcohol

I create content and collaborate with people and companies in this categoryI share opinions, content and information in this categoryI often seek information in this category to keep up to dateI sometimes seek information in this category when I need it

Q: “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.

The social landscape of categories


Different categories, different needs

Access to fun and entertaining content

Access to breaking news

An opportunity to learn something new

Access to unique events or competitions

Communicate & share experiences with othersA personal response to my issues/complaints

An opportunity to develop my skills

Tools help express creativity & make something worth sharing

Contact employee decision makers & influence product development

0%

10%

20%

30%

40%

50%

Movies Health & well being

Q: “Thinking about companies in the following categories, which of following statements describes the kind of interaction you would like to have with these companies?” amongst those who show an interest in the category.


Different audiences, different needs

An opportunity to learn something new

An opportunity to develop my skills

Access to breaking news

Free coupons/money off vouchers

Access to fun and entertaining content

Communicate & share experiences with other customers

A personal response to my issues/ complaints

Tools help express creativity & make something worth sharing

Contact employee decision maker & influence prod development

Access to unique events or competitions

0%

20%

40%

60%

80%

100%

I create content and collaborate with people and companies in this categoryI often/sometimes seek informa-tion in this category to keep up to date

Q: “Thinking about companies in the computer software category, which of following statements describes the kind of interaction you would like to have with these companies?” amongst those who create content or seek information in the category.


Mapping needs to platform


The impact


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.


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:-

ExampleGlen ParkerResearch Director – [email protected]


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 ParkerResearch Director – [email protected]

Lindsey ThomasResearch Executive– [email protected]

mailto:[email protected]

mailto:[email protected]


Thank you