Activating social media

Discover how the world lives online

“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-market

DAILY
EVER

% SOCIAL NETWORKING
I1.01: Usage frequency of SN
Bases: All respondents n=48804

97
90 92
90
86
83
80 80 79
76

64

56
54 54
50
46
43 42
41

28 28
24
SSA
NAm

NWEu

SEEu

DevA

Ch

Ind

EmA

LAm

MENA
Global
 Multi-media integration is the next critical development

% looking to increase usage of social media activity

I6: Future development of activities
Bases: All respondents 48804

42
36 36 36 35 35 34
32 32 31
29 29 28 28 28
26

Stream Download Message Download Online chat Check Respond on Look at Upload Check Upload Write own Share link Check Respond to Microblog
music/video media on social App social social photos photos blog/forum video/music blog/forum microblog blogs
network network network
Technology categories see the greatest reliance on user-generated content

% using ‘user-generated’ online information to make purchase decisions

N14: Social Network activities
Bases: All social networkers 40382

Computers 34

Audio visual 33

Mobile gadget 31

Automotive 31

Software 30

Video games 29

Mobile phone 29

Real estate 27

Baby care products 27

Holiday/travel 26
In rapid growth markets, social networks are a key source of information on brands;
align content appropriately across regions

Reasons to join a brand community – To get more information about a brand

N13: Reasons for potential brand friending
Base: All social networkers 40819

53
48
44
40 41
37 38 (Global average)
35
28 29
27
SSA
NAm

NWEu

SEEu

DevA

Ch

Ind

EmA

LAm

MENA
Global
Discover how the world lives online