Social Media et branding - chiffres, tendances des pratiques communautaires

8/9/2019 Social Media et branding - chiffres, tendances des pratiques communautaires

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BRANDING ONLINE: THE TIME IS NOW

2-3 June 2010

Social Media and BrandingTom Smith, Trendstream


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2-3 June 2010

Today

Social Media in 2010 Where should brands

focus?

What do consumers want from brands

The opportunity


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18 markets, 50K+ surveys - Most detailed social media research


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Social Media in 2010

Whereshould brands focus


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Follow the hype.....?


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Not always...

0%

10%

20%

30%

40%

50%

60%

70%

80%

UK Netherlands Germany Italy Spain France Russia

Twitter

Facebook

Awareness of web services by country

Source: Global Web Index Wave 2

41% Twitter Awareness55% Facebook Awareness


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2-3 June 2010

The mass market is different....

0%

10%

20%

30%

40%

50%

60%

70%

80%

UK Netherlands Germany Italy Spain France Russia

Twitter Aware Facebook Aware Twitter Use Facebook Use

Weekly usage of web services by country

Source: Global Web Index Wave 2

6% Twitter Usage29% Facebook Usage


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2-3 June 2010

Know who is using....

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

Regular Twitter user

Source: Global Web Index Wave 2 European Average

Leading users aremarketing and computerprofessionals


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The Social Web is much bigger

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

Used a micro-blogging service

Written your own blog

Written a news story / article

Edited/managed own website

Listened / watched a podcast

Uploaded a video online

Left a comment on a story on a website

Used a Chat Room / Forum

Used a consumer review site

Uploaded photos online

Manage your social network profile

Watched a video clip

Have Done in the Last Month



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Growth is driven by Social Networks and Video. Behaviourchange moves more slowly than you might think

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

Used a micro-blogging service

Written your own blog

Written a news story / article

Edited/managed own website

Listened / watched a podcast

Uploaded a video online

Left a comment on a story on a website

Used a Chat Room / Forum

Used a consumer review site

Uploaded photos online

Manage your social network profile

Watched a video clip

Jul-09

Jan-10 change



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The key involvement points for brands differ by market:

France Germany Italy Netherlands Russia Spain UK

Manage your social network profile 32% 29% 38% 38% 50% 39% 46%

Written your own blog 9% 8% 19% 8% 19% 18% 9%

Used a micro-blogging service 4% 4% 12% 3% 13% 7% 6%

Edited/managed own website 9% 14% 19% 13% 23% 15% 11%

Left a comment on a story on a website 23% 23% 24% 26% 32% 37% 24%

Source: Global Web Index Wave 2 Have done in the last month


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These contributors shape your brand: reviews andforums are key

11%

17%

18%

19%

21%

22%

22%

24%

24%25%

28%

0% 5% 10% 15% 20% 25% 30%

On my blog

On the comments of a news site

In the comments of a blog

In a group on a social network

To a contact on a social network

To a contact on instant messenger

On a price comparison site

On a site dedicated to reviews and recommendations

On a forum or message board

To a contact on email

In reviews on an online retail site


Where did you mention products and brands in the last month?


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This information impacts all web users...

4%7%

11%11%

12%13%

14%15% 18%

18%19%

22%25%

26%27%27%

32%33%

38% 41%

42%43%

0% 10% 20% 30% 40% 50%

Take on a different personalityChange other peoples opinions

Meet new peoplePromote something

Organise my lifeExpress myselfShare content

Share my opinionNetworking for work

Play gamesKeep my friends up to date with my life

Find films / TV showsFind music

Fill up spare timeEducation

To get inspired/get ideasEntertainment

Research for workResearch how to do things

Stay in touch with friendsStay up to date on news / events

Research / find products to buy


What motivates you to get online?


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People trust other consumers online more than anyprofessional contact

0%

10%

20%

30%

40%

50%60%

70%

80%



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Your brand perception is shaped here....


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And here.....6 out of 10 are consumercreated


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Key points

Social Media is much bigger than Facebook and Twitter

Forums, reviews and recommendation sites drive purchasing Contribution in Europe is very purchasing orientated

Contributors are shaping your brand. It is essential to engage

them directly


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What do consumers want frombrands?


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They want to talk!!

0% 5% 10% 15% 20% 25%

Contacting me with helpful information if I mention the brand

Sponsoring blogs

Becoming your friend in a social network

Creating groups in social networks

Talking to bloggers directly about relevant products and services

Creating blogs that focus on the company and product

Braded videos

Using targeted advertising

Sponsoring music downloads

Listening to the comments that people say online

A page in a social network to ask questions directly to the company

A company/brand community/social network that allows interaction


What improves your opinion of thebrand?


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Interactingwith Staff

A page in asocial network

where I can

talk directly

Listening towhat I say

What improves your opinion of the

brand? Top 3


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Technology and fashion brands lead demands forconsumer interaction

0%

5%

10%

15%

20%

25%

30%

35%

Luxuryproduct

Soft drink Airline Packagedfood

product

Snackproduct

Financialproduct /service

Personalcare /beautybrand

Car /Automobile

Fashionbrand

Technologyproduct

Create a platform for you to interact with the company or staff directly e.g blog / micro-blog



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The opportunity


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The social web is fragmented and messy. Take yourbrand to the consumer in as many platforms aspossible: e.g Capricho teen magazine Brazil


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Talk to consumers on a one to one basis e.g Tata,Sony or Apple in India


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Promote your people not just the brand e.g Dell


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Enhance product + provide places for customers toengage: deliver open and real-time customerengagement e.g Skybrasil


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Tell stories about the company: be transparent andopen e.g Mercedes video content in China


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Reward consumer involvement and distribution: e.gMTV India or HP Brazil


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The role of advertising?

Social media is a challenge for advertising:

Need to think beyond the traditional media buy and ad format

Create assets that can also be distributed by consumers and paid for

ad units

Use sponsorship with content, and applications

Promote people

Signpost consumers to your social presence

work with social

platforms

Help speed up the process social media is a long term and can be a

slow build commitment


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Thank you....!

[email protected]

@tomtrendstream+447970727061

skype: tomtrendstream

Managing Director

Trendstream Limited
mailto:[email protected]:[email protected]

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Social Media et branding - chiffres, tendances des pratiques communautaires