Discover how the world lives online

Activating social media

“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-marketGl

obal

86

46

I1.01: Usage frequency of SNBases: All respondents n=48804

% SOCIAL NETWORKING

NAm

83

50

Ind

80

28

NWEu

80

43

EmA

90

41

SEEu

90

56LA

m

92

54

DevA

64

28

MEN

A

76

42

Ch SSA

24

79

97

54

DAILYEVER

Multi-media integration is the next critical development

I6: Future development of activitiesBases: All respondents 48804

% LOOKING TO INCREASE USAGE OF SOCIAL MEDIA ACTIVITY

42

36 36 36 35 35 3432 32 31

29 29 28 28 28 26

Stream music/video

Download media

Message on social network

Download App

Online chat Check social

network

Respond on social

network

Look at photos

Upload photos

Check blog/forum

Upload video/music

Write own blog/forum

Share link Check microblog

Respond to blogs

Microblog

Technology categories see the greatest reliance on user-generated content

Computers 34

Video games 29

Audio visual 33

Mobile phone 29

Mobile gadget 31

Real estate 27

Automotive 31

Baby care products 27

Software

Holiday/travel 26

30

N14: Social Network activities Bases: All social networkers 40382

% USING ‘USER-GENERATED’ ONLINE INFORMATION TO MAKE pURCHASE DECISIONS

In rapid growth markets, social networks are a key source of information on brands; align content appropriately across regions

Glob

al

40

N13: Reasons for potential brand friendingBase: All social networkers 40819

REASONS TO jOIN A BRAND COMMUNITY – TO GET MORE INFORMATION ABOUT A BRAND

NAm

28

Ind

29

NWEu

27

EmA

48

SEEu

35

LAm

44

DevA

MEN

A

41

Ch SSA

53

37 38 (Global average)

Discover how the world lives online