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Tom Smith
Trendstream
Director
tom@trendstream.net
Today
Communications Technology
Global Web Index
focused research
Trend‐watching Education / training
About me: 4 years of social media research
Previously, Head of Consumer
Futures at global media agency
Universal McCann
globalwebindex.net
The Global Web Index
globalwebindex.net
New focus
Consumer Purchasing
Web + Social
Media
Marketing / Brands
Comms
32,000 consumer opinions annually
June 2009
December 2009
16-64 active web users (online monthly)
globalwebindex.net
16 markets at launch
Netherlands
Canada
UK Russia South
Korea
Germany
China
USA
France
Japan
Spain
Italy
Mexico India
Brazil
Australia
globalwebindex.net
Delivering with Lightspeed
globalwebindex.net
Social media: hundreds of access points
Blogs
Micro- Forums
blogs
Podcasts
Social Wikis
Media
Photo
Video Sharing
Video
Sharing
Social Media: changing the whole web
• A movement
• Consumer driven
– Network
– Content
– Knowledge
• Everything socialised
Social fulfils our motivations
UK: Purchase driven
Think about how important these reasons are
for you using the Internet.
globalwebindex.net Source: Global Web Index, Pilot survey. UK data. June 2009
Top drivers: Knowledge. Connection. Entertainment
Knowledge
Connection
Entertainme
nt
globalwebindex.net Source: Global Web Index, Pilot survey. UK data. June 2009
Age: motivations are consistent
Research / find products to buy Research / find products to buy Research / find products to buy
Stay up to date on news / events Research how to do things Research how to do things
Stay in touch with friends Stay up to date on news / events Stay in touch with friends
Research how to do things Stay in touch with friends Stay up to date on news / events
• YouTube
– 1.2bn streams a day
– Last year more bandwidth
than the whole internet in 2000
– Second largest search engine
in the world
– Just 3% can be
commercialised
Social media is mass market
Video leads passive. Photos number 1 sharing channel
globalwebindex.net Source: Global Web Index, Pilot survey. UK data. June 2009
Men lead content creation
globalwebindex.net Source: Global Web Index, Pilot survey. UK data. June 2009
Clear age bias in content creation
globalwebindex.net Source: Global Web Index, Pilot survey. UK data. June 2009
Clear Hierarchy
Video
Forums
Photos
Social Networking
Blogging
Micro-Blogging
Video – driven by social media
US Video – incredibly active sharing environment
Based on Comscore universe estimates of 167m users. TV universe figures sourced from WARC
18-24 45-54
Friends Work
Face to colleagues:
Face: Face to Work
Friends
Face
32 Face to colleagues:
Face to
28 Face:
Face
17 28
Below is a list of different ways that you can maintain contacts with
people. Please can you indicate how many people do you stay in touch
with via the following means?
18-24 45-54
Friends Work
Face to colleagues:
Face: Face to Work
Friends
Face
32 Face to colleagues:
Face to
28 Face:
Face
17 28
Microblog Social
Network:
Social Network:
43 Microblog
88 31
45
Below is a list of different ways that you can maintain contacts with
people. Please can you indicate how many people do you stay in touch
with via the following means?
9% 4% 0.3%
0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.00
When you seek an opinion on a brand you are considering buying. Which of the following
people do you trust to provide you the most accurate opinion? (5 trust strongly 0 = no trust)
globalwebindex.net Source: Global Web Index, Pilot survey. UK data. March 2009
Trust of strangers higher in younger groups
18-24 55+
1 A family member A family member
2 A close friend A close friend
3 A work colleague A work colleague
4 A consumer who reviews on a retail website A neighbour
5 A good contact on a social network A good contact on a social network
6 A neighbour A consumer who reviews on a retail website
7 The author of a blog you read regularly Store worker
8 Store worker A television news reader
9 A television news reader A radio presenter
10 A radio presenter The author of a blog you read regularly
Improves my
opinion of the
brand
Looking at the following ways that a brand can interact with you. What is your opinion ?
Source: Global Web Index, Pilot survey. UK data. June 2009
Demand for 2 way involvement
Page in a Listening to
social comments in
network to a social Be my
provide network / friend
feedback forum
24% 22% 6%
New role in Social Media
• Listening
• One to one conversation
• Driving advocacy
• Challenge for advertising
– No media spend becomes as
effective as media spend
• PR + Research + Customer
Service
Drives business
New role for advertising in Social Media
• Communicating groups,
forums etc
• Sponsorship
• Supporting content / platforms
• Providing more relevancy
Summary
Japan
Spain
Italy
Mexico India
Brazil
Australia
globalwebindex.net
More information
globalwebindex.net
tom@trendstream.net
globalwebindex.net