Open Social Media: Where we tell it like it is

How can the State of Social Media 2012 reportby Nielsen and NM Insight help you plan for 2013

By: Sherry NourainiFounder/CEO Captive Touch

Founder/Host Social Media Initiative

Open Social Media: Where we tell it like it is

Questions addressed by the Nielsen and NM Insight’s Study

•What is helping to power the continued growth of social networking around the world

•How consumers’ social media behavior is evolving

•How these changes impact the way brands and consumers engage through social networks.

Open Social Media: Where we tell it like it is

• Consumers continue to spend increasing amounts of time on the Internet.

• Time spent on PCs and smartphones was up 21 percent from July 2011 to July 2012.

• App time more than doubled during this period as more Smart phone owners entered the market and the number of available apps multiplied.

Where do US consumers spend their time

Open Social Media: Where we tell it like it is

The Nielsen U.S. Social Media Survey 2012 is based on a representative sample of 1,998 adult (18+) social media users who were recruited from the Nielsen Online Panel to take an online survey. “Social media user” is defined as participating, talking, and networking online through various platforms to share information and resources. This includes Internet forums, blogs, Facebook, Twitter, video sharing, consumer rating and other social networking websites. The survey fielded from July 19 to August 8, 2012.

Open Social Media: Where we tell it like it is

How do US consumers access social media sites

• When it comes to accessing social content, it's all about mobile- particularly apps

• App usage now accounts for more than a third of social networking time across PCs and mobile devices.

• Compared to last year, consumers increased their social app time by 76 percent, spending more than seven times more minutes on apps than the mobile web.

Open Social Media: Where we tell it like it is

How much time different demographic groupsin the US Population spend on social networking

• Gender: Females spend 3 more minutes than males (mobile or PC)

• Age group: Time spent has reverse correlation with age. (mobile or PC)

• Ethnicity: White, Hispanic, African American, Asian about the same time on PC, but Hispanics spend the most time on the mobile web and apps

Open Social Media: Where we tell it like it is

What are mostly visited social networking sitesVia mobile or PC

• Facebook (still tops the charts)• Twitter• Blogger• Wordpress• Linkedin• Pinterest• Google Plus• Tumblr• My space• Reddit•All showed an increase in mobile access by at least 50%

Open Social Media: Where we tell it like it is

Two ways to interpret this

1- If you want to have the most eyeballs, focus On these Social Networking sites

Or

2- Find niche social networking sites for your targetMarket so your message does not get lost. Alternatively, create your own community for Your target market.

Open Social Media: Where we tell it like it is

Pinterest is a rock star

• Pinterest has experienced exponential growth since bursting on the scene last year.

• Although that growth has leveled over the last few months, Pinterest had the largest year-over-year increase in audience and time spent of any social network, across PC, mobile web and apps.

•Majority of Pinterest users are white females between the ages of 25 to 50.

Open Social Media: Where we tell it like it is

How, where, and why we connect in social Networking sites

• How: Still mostly through PC, but the up surge in usage is via mobile devices and Apps.

• Where: One third of 18-24 year olds use SM in the bathroom

More than fifty percent of 25-34 year olds use at work

• Why: Majority of those surveyed (male or female) cite connecting with someone they know directly, or through a mutual friend as motivation to connect on social networks

Open Social Media: Where we tell it like it is

Take away:

1- Websites need to be mobile friendly

2- Seriously take a look at developing a mobile app for your business (I don’t mean a mobile version of your website!

3- If you borrow your little cousin’s phone, wipe it with santizer first!

4- Stop planning a funeral for Facebook. Most peopleAre there to make personal connections

Open Social Media: Where we tell it like it is

General feeling after participatingIn social networking sites

76% Positive

24% Neutral

21% Negative

Open Social Media: Where we tell it like it is

Social TV is now the norm

• 41 percent of tablet owners and 38 percent of smartphone owners use their device daily while in front of their TV screen to do the following:

• Chatting with friends about the movie (mostly Twitter)• Shopping• Looking up info related to a TV program• Looking up coupons or deals related to TV commercial• Looking up product information related to a TV ad

Open Social Media: Where we tell it like it is

Take away:

1- Great source of data for TV producers

2- Great source of data for brands to gauge their audience’s preference, get into their minds

Open Social Media: Where we tell it like it is

Social Care=Social media as customer service is becoming the norm.

• 47% of social media users engage in social care 9% Daily 21% Weekly 70% Monthly

• One in three social media users prefer social care as opposed to a phone call

Open Social Media: Where we tell it like it is

Where do customers go for social care?

• Facebook company page 29%• Facebook personal profile 28%• Official company blog 15%• Twitter personal twitter handle 14%• Twitter Company’s handle 13%• Youtube Company Channel 12%• Youtube User’s personal channel 11%• Non-company blog 11%

Open Social Media: Where we tell it like it is

Take away:

1- People expect you to have a Facebook page

2- Don’t plan a funeral for Facebook just yet

3- People expect you to have a company blog

4- People expect you to have a Twitter page

3- Linkedin company profile is not used at all, interesting!

Open Social Media: Where we tell it like it is

Advertising on Social Media

Brands and advertisers looking to share their message on social might consider this:

• While a third of people find ads on social networks to be annoying, more than a quarter of people are more likely to pay attention to an ad posted by a friend.

• Social Like are the most common action taken after seeing a social ad and can be a great way to raise a brand’s visibility.

• White consumers are the least likely, and Asian consumer the most likely to interact with an Ad

Open Social Media: Where we tell it like it is

Frequency of social activities as a measureOf the consumer decision journey

• 70% want to use other’s experiences • 65% want to learn more about brands/products• 53% complement brands• 50% express concerns/complaints• 47% share money incentives

• Consumer decisions and behaviors are increasingly driven by the opinions, tastes and preferences of an exponentially larger, global pool of friends, peers and influencers.

Open Social Media: Where we tell it like it is

Major take aways from Mary Meeker’s report

• 2.4B Global internet users in 2012• 1.2 Billion Smartphone subscribers (42% growth) at only 17% mobile subscribers)

• 29% of USA adults own Tablet/ereader

• Global mobile traffic growing rapidly to 13% of internet traffic

• Mobile monetization growing rapidly (67%Apps,• 33% Ads)

Open Social Media: Where we tell it like it is

• Percentage of mobile and internet users on therise but this resource is hugely under utilizedand projected to grow ($20B Opportunity in USA)