Hartman Event

WHAT’S HAPPENING ONLINE?

MARJA RUIGROK

UTRECHT, OCTOBER 8, 2009

Ruigrok | NetPanel - okt 2009

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WHAT’S HAPPENING ONLINE?

Who’s doing what?1. Impact of social media2. Online identity3. Usability rules4. Mobile internet5. E-commerce6. Cases


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http://www.youtube.com/watch?v=4OTH8bE_8dM


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USER TYPES


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The biggest share of the

user-generated content

comes from a small share of the

population

NON-USERS, PASSIVE USERS, ACTIVE USERS


6 USERTYPES

For each of the website / application categories below, please specify whether you are a passive user, active user or non-user.

Basis: All - in percentages (n=1.011)© 2009 - Ruigrok | NetPanel

93%92%

90%87%

78%78%

66%

53%47%

39%34%34%

27%

4%4%

5%6%

12%10%

23%19%

21%30%

29%45%

20%51%

51%

3%6%

7%9%10%

15%

15%23%

14%45%

14%22%

66%61% 18%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Virtual world (Second Life)Social bookmarking (Delicious)

TwitterInteractive gaming (World of Warcraft)

Widgets (application software, e.g. for Facebook) Business social networks (LinkedIn, Plaxo, Xing)

Forums Platforms for sharing photos (Flickr, Picasa)

Platforms for sharing music (LimeWire, Soulseek)Blogs, Weblogs (posts and/or reactions)

Platforms for trading/commerce (eBay) Platforms for sharing videos (YouTube)

Private social networks (MySpace, Facebook)Wikis (Wikipedia)

Product and service comparison sites

Non-user Passive user Active user Don't know, no opinion


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ONLINE NETWORKING & IDENTITY


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2007 40%

2008 60%

2009 70%

31% expect the time they spend on online networks to increase in the future

PARTICIPATION SOCIAL MEDIA INCREASES

percentage of respondents with a profile on the

network

*Base: All, n=1.011

56%

33%

18%

12%

12%


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YOU WIN SOME, YOU LOOSE SOME

41% 44% 15%

39% 40% 21%

38% 34% 28%

10%40%51%

9%22%69%

30% 55% 15%

=Less active=Equally active=More active

*Base: Respondents with a profile on one or more online networks, n=variable per network, 121 - 510


10 MORE FAMOUS THAN YOU THINK

http://www.youtube.com/watch?v=3BfHhYnUYwo


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WE ARE AWARE, BUT NOT ACTIVE

• 84% is selective about the personal information they put online

• 71% is aware of their online identity, 6% is not

• 60% think that their online identity is in their own hands, 9% think it is not

• 54% sometimes worrie about the trail of personal informationthey leave behind

• 9% have discovered unwanted private information about his orherself online

• 12% is consciously working to create the appropriate online identity, 53% is not

*Base: All, n=1.011


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USABILITY RULES


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WE EXPECT A LOT, WE GET IRRITATED A LOT

75% think you can expect much in terms of user-friendliness from a website, even if it’s a free website or online application. Only 9% disagree.

Imagine what that means for your internet or intranet…

*Base: Respondents with a profile on one or more online networks, n=variable per network, 121 - 510

What are we irritated about?

Pop-ups 64%Advertising 55%Outdated content 42%Poorly functioning search functionality 41%Poorly functioning navigation menu 37%

*Base: All, n=1.011


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MOBILE INTERNET


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50% ACCESS TO MOBILE INTERNET, LOW USAGE

49% have access to internet on the mobile phone*

40% of the ones with access use the internet ontheir mobile phone

60% of the ones with access never go online ontheir mobile phone

*Base: All, n= 1.011

**Base: Respondents with access, n= 498

Why not?It costs too much 54%No need for it 50%Screen too small 25%Too difficult 20%Speed too low 19%

*Base: Non-users of mobile internet, n= 389

What?Private mail 53%News 49%Search 48%Weather 44%Travel information 29%

*Base: Users of mobile internet, n= 198


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E-COMMERCE


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SPENDING AND EARNING ON THE WEB

62% buy products and services online (6 billion euro!)

79% think online payments always have to require a securepayment method, like iDeal or PayPal.

16% find it easier to spend money online than in physical shops.Have you ever paid to use any of the following online products / services?

Yes

Music 17%Premium access 10%Online storage 4%Video 4%Advertising-free access 3%News 2%

*Base: All, n=1.011

Have you ever earned money online with any of the following online products / services?

Yes

EBay, Marktplaats 43%Online shop 5%Advertisements 2%EBay access 2%Writing / publishing content 2%Music 1%Premium access 1% Video 0%*Base: All, n=1.011


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CASES


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MARKETING PRACTICE

Respondents• n=277• Marketeers• Active users (46% twitter)

Knowlegde• 82% is familiar with Social

Media• But no knowledge about

the effect


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Effects

awareness image involvement trafficconversion

KNOWLEDGE NEEDS

do’s & don’ts

best & worst practices inspiration

(non) commercial?

measurability

Costs and benefits


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(zeer) succesvol neutraal (helemaal) niet succesvol

usagesociale media

53% 32% 4% 11%

weet niet / geen mening

Basis: Ondervraagden van wie de organisatie sociale media inzetten voor commerciële doeleinden, n=179

(brand)reputation 64% 6% 0%

Positief effect Geen effect Negatief effect

30%

weet niet / geen mening


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BEST PRACTICE


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WHY SUCCESS?

• Measurable effect on new bizz, awareness, conversion, traffic (online and offline), findability, visibility)

• Pull marketing: new markets• Low costs, high profit• Press attention• Successful recruitment • LinkedIn, Hyves, Facebook,

Twitter, YouTube

Er was minder campagnegeld beschikbaar. Via sociale media is het

gelukt om het resultaat 6 keer zo hoog te hebben en de kosten 10 keer zo laag.


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WHY FAILURE?

• Low response / no connection between target group and community

• No continuity (sleeping -> coma -> dead)

• Reasons: • Strategy• Management• Focus• Relevance• Content• Commerciality• Makers

• For example: Second Life


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LEARNINGS

Activation: • Be ready• Clear objective, target group

and focus• Know your target group• Add value (you get what you give)

• Choose your channels carefully• Be transparent• Coverage• User friendly

Continuity:• Take care of your community


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MORE?

http://weblog.ruigrok.nl/volledige-rapportage-next-web-2009-online/

http://weblog.ruigrok.nl/onderzoek-smpa-sociale-media-kansrijk-maar-te-weinig-kennis-beschikbaar/

[email protected]/marjaruigrok

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Hartman Event