Professional Documents
Culture Documents
08
v
wa e.3
Power to the people
SOCIAL MEDIA TRACKER
Welcome to Wave 3
04 Introduction
06 Methodology
10 What is Social Media?
12 Global Snapshot
18 Blogging
34 Social Networking
48 Sharing Content
56 Consuming Content
76 Final Word
Tom Smith
Tom.smith@universalmccann.com
Wave 3
Wave 1 29 Countries
15 Countries 17,000 Internet
Wave 2 Users
7500 Internet 21 Countries
Users March
10,000 Internet 2008
September Users
2006
June 2007
• S
ocial media is a global phenomenon happening in all markets regardless of wider economic,
social and cultural development. If you are online you are using social media
• A
sian markets are leading in terms of participation, creating more content than any
other region
• All social media platforms have grown significantly over the three Waves
– Video Clips are the quickest growing platform, up from 31% penetration
in Wave 1 to 83% in Wave 3
• 5
7% have joined a Social Network, making it the number one platform for creating
and sharing content
– 55% of users have uploaded photos
– 22% of users have uploaded videos
• The widget economy is real
– 23% of social network users have installed an application
– 18% of bloggers have installed applications in their blog templates
• Blogs are a mainstream media world-wide and as a collective rival any traditional media
– 73% have read a blog
• The blogsphere is becoming increasingly participatory, now 184m bloggers world-wide
– The number one thing to blog about is personal life and family
• C
hina has the largest blogging community in the world with 42m bloggers, more than the US
and Western Europe combined
• Social media impacts your brand’s reputation
– 34% post opinions about products and brands on their blog
– 36% think more positively about companies that have blogs
6/
70
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95
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www.flick
THE ACTIVE
INTERNET
UNIVERSE = I use the internet
everyday / every other day
• As they are the key leaders of social media and drivers of economically developed countries lead the way.
adoption, they are the most important consumers to
understand. The reason lies in the focus of the study, which is to understand
usage of social media among internet users. Emerging Internet
• They make up the vast majority of social media adopters markets tend to have a demographic profile that fits the early
- If you’re not using the internet regularly, you’re unlikely to be adopter as opposed to the mature internet markets such as Japan
blogging. and the US. This can be a factor in lower levels of adoption in
penetration terms.
• Over time, all users increase the regularity of usage.
Eventually everybody will be an active user, as they have It must also be considered that emerging markets have lower levels
been with television. of internet penetration, so the impact of social media among the
country as a whole will be more measured.
In the past Waves there has been occasional mis-understanding
about what the results represent, due to the fact that smaller less
%
N rali % 2%
Au n 5 .7% 49
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18
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20
Putting the results into context
To help provide a more complete picture,
the analysis in this report puts the results
into context in two ways;
23 China 1. Market by market universe estimates
61m
26 27
18 2. Penetration of usage among all 16-54s.
www.flic r.com/phot
Social media is an important
k
Social media represents shift, as it summarises the
a big improvement over os/
importance of interaction, the consumer
pi cc
Web 2.0 as a term to
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adi and the community. The term emphasises
n/6
876
describe the changes that have
6 1 3 2/ the idea that as a collective it can have as much
impacted the internet. The idea impact as any traditional media platform.
that we switched from Web 1.0 to In truth, to claim social media as “new” is slightly misleading. From the
2.0 beginning, the internet was founded on message boards, chat rooms and
was always a touch crude. peer to peer communication. What has changed is the mass involvement
that modern social platforms inspire.
Contributing to the internet has never been as accessible and less technical.
Innovations in web development, computing technology and the proliferation
4787692/
o
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ph
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co m/ emphasis from professional content producers to the consumer.
www.fli
The definition
“Online applications,
platforms and media which
aim to facilitate interaction,
collaboration and the
sharing of content”
Photo Blogging
Sharing
Micro
Video Blogging
Sharing
Key
Podcasts Social RSS
Platforms
Message Widgets
Boards
Chat Social
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20%
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Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08
Power to the people - Social Media Tracker Wave 3
Frequency
“Thinking about using the Internet, which of the following have you ever done?” Active internet users
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www.flickr.co
Politicians, celebrities, brands and family members all seem to have one. Traditional media outlets use them to supplement their normal
output. At the same time legions of micropublishers have utilised blogs to start mini media empires, from Perez Hilton to Treehugger in
every niche imaginable. The result is a massive wealth of new sources of information that we continue to digest.
h 9 7% .8%
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• Continued shifts into participation • Germany finally found its blogging voice
– 45% have started a blog, up 14% – 28% have started a blog, up from 8%
– 184m started a blog
• Blogging is a community medium
• Asia leads the way – 64% write about personal life
– South Korea, Taiwan, China top the league table with
• Content is multimedia
70%+ penetration
– 61% post photos, 29% post videos, 24% upload music
• China the biggest blogging market in the world
• Blogs impact on brands
– Estimated 42.5m bloggers
– 34% write about their opinions on products and brands.
• Eastern Europe lowest levels of participation
– Hungary, Czech and Romania are bottom 3
%
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“Below is a
list of statements –
please can you answer
reflecting your opinion.”
– Responses “Definitely
Agree / Somewhat
Agree” Active Internet
Universe
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“Thinking about using the Internet, how often do you do any of the following?” – “Read blogs / weblogs” Blog Writers Only
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Content posted
“When writing your blog, which of the following do you post?” Blog Writers Only
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3
Writing blogs: impact versus total market
Universe Sizes versus total 16-54 population
5%
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26
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28
29
• In the open and transparent age of social media blogs are an essential tool for reputation
management and consumers have come to expect them. All companies and brands should The role
consider employing them to create open and honest dialogue. Any blog that spins the
truth will be found out. In a world of social media honesty is the only policy.
for advertising
is going to be more
• The collective might of the blogosphere means that today it is an obvious platform
for advertising. Only a few blogs have the size to attract advertisers alone so affiliate
important in the future as
programs and advertising networks are the way forward to reach it becomes essential
a mass audience. to provide free
• Bloggers value advertisements, not only for the money Things to watch access to
they can bring, but the credibility they lend to in the world of blogging: sites.
their site. The role for advertising is going to be
more important in the future as it becomes Micro Blogging: Blogging in 140 characters
essential to provide free access to sites, or less. Sounds inane, but surprisingly addictive.
web services and content. Everything is Check out Twitter.com and Jaiku.com. Perfect for the
becoming ad supported. mobile age.
• Increasingly blogs are incorporating Political Influence: All the candidates in the US presidential
widgets. Branded widgets are a huge race are blogging. Barack Obama is even on Twitter. Political
opportunity and will be adopted if
blogs are having more impact, check out the Daily Kos and the
they provide a clear benefit for the
Drudge report.
blogger.
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Social networking: usage trends
st on % 8%
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“Thinking about using the Internet, which of the following have you ever done?” – “Create a profile on a new social network” Active Internet Universe
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14/4/08 16:26:10
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20
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23 China
9 10
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26 27
18
19
21
24 25
22
28
29
There is a lot of
This research provides clear proof that Myspace is still number
one among a broad collection of international networks with a
32% weekly reach. Its position has been maintained by its focus
talk about which is on music and commercial content, rather than connecting friends.
Facebook is not far behind on 22.5% weekly reach and the
the biggest social number one in many markets and surely will grow as it
becomes internationalised.
network in the world. However the pattern is very mixed globally and it’s far from
a two horse race. In Asia a variety of local sites like QQ,
Cyworld and Mixi dominate in their home markets, while Orkut
is number one in Brazil.
Myspace 32.3%
Facebook 22.5%
Blogger 15.7%
Baidu 15.0%
QQ 14.6%
Flickr 13.8%
Sohu 11.5%
Orkut 10.9%
Hi5 9.7%
Skyblog/Skyrock 8.4%
LastFM 7.9%
Friendster 7.7%
Cyworld 7.4%
Mixi 6.7%
Second Life 6.2%
Linkedin 5.7%
Bebo 5.6%
Bokee 5.1%
Piczo 4.2%
% Weekly usage Active Internet Universe (weighted reach – based on universe sizes)
0 35
54%
40%
ce 0m
Cy 24 20m
Sk FM 28
H ock 8m
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11
pa 8
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m
ce 55
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k 5m
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nk m
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i5 3
bo 18
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og 3
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M ed
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ku
id
cz
Pi
120
86%
millions
21%
53% 31% 10%
11% 15% 17%
23%
56%
21%
26% 19% 31%
37%
34% 63% 74%
40%
76%
63%
23%
35%
34% 89%
36%
• Large Social Networks have near unlimited inventory. For • Be International; social networks have global presence,
advertisers to cut-through they need to be relevant and ideally but are heavily localised in adoption and any content and
work inside the network, by bringing users to branded pages, widgets should be tailored to the particular network, reflecting
applications or connecting them with content. local and cultural differences.
DIY Social Networks: White label social network systems that you can customise are driving the
emergence of a wealth of ultra niche networks. See ning.com or onesite.com for examples.
Reputation Management: Slowly users are realising the implications of having every drunken photo on-
line for the world to see. Personal brand management is going to be a big deal in the next few years. Tools
to report and manage your reputation are coming online; Wink.com or peekyou.com for personal search
and reputa.com and reputationdefender.com for more sophisticated management systems.
Social Network Aggregators: An emerging area in 2008 as the need to pull all your social network profiles
into one place becomes a pressing one. Try ex.plode.us and profilefly.com.
Photo sharing is the number one way to • The leading markets are Asian and Latin Ameri-
can
share content thanks to the proliferation Philippines leads the way with 86%.
of digital cameras and the continuing ease
• Japan shuns photos
of sharing that comes with technology Bottom of the table – just 21% uploaded.
innovation. The platforms to share have also
expanded with photo sharing becoming • Large numbers of consumers contributing on
a very frequent basis 16% upload everyday
central to social networks.
• Brazil and Asia more frequent
than the UK or US
34% upload everyday
Ge n 4 .2% .7%
So nd 6. 59
H mar % 6%
Ro h R 2.7 1%
Br ico 5% 4%
an y 3 9%
it 4 5%
et .1 4%
m e %
pa 25 %
la a 5 lic
st 52 54
ai 46 46
n .8 8.
ec 6 3.
ly an %
ex 3 6.
Ta il 7 .9%
Ru h K .0%
Tu 8. .0%
21 %
H 64 .0%
U rali .4%
Ja ce 1.8
%
Po ani pub
De 34 d 3
Ca an 0%
In an 5%
Fr gar 31.
Sw ada 42.
Ita zerl 2.2
Cz stan g 6
M a7 s8
N 47 7.
Pa g K %
n .5
Gr erl %
Au ia a
Sp ce ds
.0
ss ore
rk 7%
4
8
az 72
4 1
di 69
st 48
.
in ne
ki on
rm 6.
iw 0.
ee an
on .
un k
K 5
n y
SA a
Ch ppi
Au ey
100
a
h
ili
Ph
% Ever Done
il
az
Gl
Br
n
pa
%
Ja
n
ai
Sp
3
3
Shared Photos Online – impact versus total population
Universe Sizes versus total 16-54 population
Sp rali 16. 0% %
st y 6. .9
%
%
%
Au an d 1 15
.0
.0
Po ico .8 %
he % .9
ec 1 9%
ai a 1 3%
ut 0. 7%
28
iw 8% 23
rm an lic
it e %
ex y 7 .3
an .2 %
et .9 4
la 8. %
Ca mar .7%
U K 4%
in 5.0 %
De ria .5%
N 25 g 2
Cz ada 12.
Ja nd 0%
Ge zerl pub
Ro il 8 5%
U h K 3%
Gr n 8 1%
Sw h R 5.3
Tu a 5 %
Fr 10 9.0
M gar s 6
So n 2 9.
Ch sia .9
Br ce %
H ppi %
s
Ta 3. ea
Ph ey %
Ita ani %
Au ce %
nd
4.
ki 8%
n 12
ee .2
1
ili 5.7
st 10
SA on
2 or
rk .3
m .7
un ne
az 8.
pa 8.
n k
on 2
rla
ly a
Ru stan
Pa 1.
H an
g
a
s
di
K
In
30
4
% Ever Shared Photos Online
20
11
5 12
6
13 14
7 8
16
17 15
23 China
9
45m
10 26
18 27
19
21
24 25
22
28
22
29
%
SA 5 % 6
Au ce .2% .6%
Ca ralia % .5%
U ia 2 5.7 26.
Ru ar ub %
So ani 7. .2%
Ta ico 1% %
nm ep 7.0
% 1%
ex 8. .5
rk or 3%
itz 27 %
ut a 7%
%
ee 41 43
st .9 30
ss k 2 lic
ec an %
In an 5 .1%
Po ria .2%
Ge nd .9%
U an .0%
ry %
m n4 2
H 52 .7%
M a 5 60
Ja 2 .6%
Sw ada 8.2
.3
H ce .4%
De h R d 2
Ita erl .8%
Ch ppin 3%
Sp 1.9 33.
Cz erl .2
Ro ista g 5
Tu h K 47.
Pa g K 6%
ga 9.5
Fr n 2 %
Gr ey ea
Au 29 ds
16
in es
2
iw 57
st 37
la 36
rm 36
a 3
3
k on
ili 8.
ly an
an 0
on .
et 0
K y
un 1
pa 5.
N in 3
Ph zil 6
n
di
a
a
Br
70
% Ever Done
ly
Ita
%
3
3
Shared Videos Online – impact versus total population
Universe Sizes versus total 16-54 population
4%
Ta g K ea .3%
21 20. %
Sp an 1. 2%
.5 6%
Ro ce 7% 6.
an g .6
M nd 8% %
st an 4%
. %
ai y 7%
ee 6. lic
on o 18
iw on 18
rm a 1 1.
la 4. .5
az .0 %
un 2. %
ili .2 %
SA 3 7
%
Sw ma .8%
Gr ce pub
Ge rali d 1
Fr h R 3%
Ja an 9%
Au zerl 10.
U 13 6%
Cz ico 3%
De da %
U n 1 12.
Br n 8 7.6
Po ey s 4
Ch gar 4%
H sia .5
Ph a 4 .0
Ita il 8 %
15 %
H h K ds
Tu ppi %
Au 8.8 %
ki 4%
na 9.2
et 6%
s n1
in y 4
st %
K .9
rk ne
ec 6.
m 6.
ly .8
ut an
r
ex 5.
n 9
an e
it rk
pa ia
Pa 1.
N .
So erl
Ru sta
Ca ria
a
h
di
In
25
4
% Ever Shared Photos Online
20
11
5 6 12
13 14
7
8 17 16
15
9 10 23 China
26
18 35.5m 27
19
21
24 25
22
28
29
Video clips
continue to grow
massively and
penetration is huge
in all markets.
%
.0
Gr g K 6.5 .5%
%
Ita erl .2% 84
U rali 77. 8%
Pa 85 .0% 1%
Tu il 9 .6% 6%
.2
st e 3%
7 %
iw 90 5%
pa .2 0%
ee on %
n 6% %
8 6
et 8 lic
na .3% 9
st y 7.
di 86 6.
rm an %
az 94 8.
Ch an .5%
SA a 1
%
Sp a 8 .2%
63 %
Po ani .4%
H gar ea 8
Ca 78 ds 7
De 4. 5.0
Fr sia .1%
So n 8 0%
N ria pub
Au an d 7
H h K 6%
Ro ey 9 2%
Au h R 84.
Ge erl .3
In ce g 8
Ta nd 92.
Br ico s 9
Ja 74 7.
U stan %
.4
ce .9
Ru n 6 %
itz 78
ki .6
8 8
h 0
in 89
an 67
m 3
ai 9.
ex ne
ut 6.
rk 4.
ly an
s 8
ec k
un o
la a
on y
Cz mar
Sw da
M ppi
a
ili
K
Ph
100
% Ever Done
Global Philippines
32.0% 63.3% 82.8% 39.9% 60.7% 98.7%
France Spain
23.4% 53.6% 63.4% 28.0% 69.4% 86.8%
49% 37% 7% 7%
a zil
Br
ly
vi %
Ita
3
3
Watched Videos Online – impact versus total population
Universe Sizes versus total 16-54 population
%
.3
U 40 3% .1%
%
Ca n 2 % 22
So ma g 3 .3%
Sp h K 34 0%
.5
Br ey .4 %
ai or .1%
st 30 6%
st 15 8%
on an 9%
ec 21 2%
pa .0 lic
SA 8 37
47
iw y %
ut rk 4.
rk 10 .3
n on 2
s .4 %
az 11 %
un 2 %
Gr an .3%
Fr gar .1%
Ita h R .7%
Sw rali .1%
Po il 1 .0%
Ge ada .7%
Ja 23 pub
De g K d 3
Ro nd 5%
Ta an .4
Au an 29.
Au ce 14.
Tu ico s 7
M ppi 5%
H zerl 1.
Ru a 6 .6
H ria .9
Cz ce 1.
41 %
U n 3 ea
s
Ph sia %
ki 4%
rm 28
nd
et 3%
it a 3
in n 2
an y 2
m 13
K .9
ex ne
.
la 2.
ly e
n 6
ili 6.
ee ia
rla
Pa 2.
N .
Ch sta
he
a
di
50
In
4
% Ever Shared Photos Online
20
11
5 12
6
13 14
7 8 17
15 16
23 China
54.4m
9 10 26 27
19 18
21
24 25
22
28
29
to the increase in portable video China is the world’s biggest podcast market
74% use, with an estimated 45m users
players and the ease of access that
Actively involved – regular downloads
services like iTunes have pioneered. 18% listen and download everyday
Ch
in
M a7
ex 4
.
Ro ico 3%
m 71
Sp 57 .9% 8%
ai .8
Tu n 5 %
rk 1.
So ey 5 0%
ut 0
Po h K .8%
la or
Pa nd ea 4
ki 47 9
Cz stan .3% .2%
ec 4
U h R 7.0
K
4 e %
Sw 2. pub
it 2% lic
H zerl 43
on an .2
g d %
“Thinking about using the Internet, which of the following have you ever done?” –
Au K 4
o
st ng . 2
De rali 4 2%
n a 4 2.
Au mar 0. 2%
st k 2%
Gr ria 38.
ee 37 3%
Ge ce .6%
rm 34
Fr an .8%
an y
Ta ce 34.
iw 34 8%
Ja an .2%
pa 33
U n 3 .0%
SA 0
Ca 29 .2%
na .5
H da %
un 2
N gar 8.8
et y %
h 2
Ita erl 6.6
ly an %
25 ds
.1 26
% .3
%
63
14/4/08 16:26:29
Downloading Podcasts Waves 1-3
“Thinking about using the Internet, which of the following have you ever done?” – “Downloaded a Podcast” Active Internet Users
Global Philippines
18.4% 21.8% 48.8% 8.3% 26.4% 61.3%
France Spain
25.2% 20.9% 34.2% 20.8% 16.6% 51.0%
ly
Ita
D
%
%
H rali % .8%
5%
So 0. d 1 7%
Po gar 4% 6.
an 5% .3
Tu sia % %
an 1 3%
%
%
itz ong 7%
iw 2. 21
ut 6% 7.
. c
st .2 15
pa 11 %
s .4 .5
.
ly 6. %
%
SA an 5
ilip 6% %
et rk 3
un 6 li
Ge n 1 .7%
K an 6
De an .8%
H ce pub
Ja ce 0.4
Fr ada 10.
U erl 15.
Au il 8 9%
N ma 13.
Ca an 4%
Sw g K 6.
M 7.4 9%
Ru a 5 s 4
U erl 1
Gr h R 0%
Ita nd .5
.4
Cz ey %
Ph 1. .4
Ta 2 a
Au 16 s
Ro ria %
e
1
d
la y 6
rk 5.5
24
a 1
ex %
ai or
in ne
st .2
az 7.
ee e
m 9.
rm 1
ec 6.
n ia
n y
on a
di n
Sp h K
Ch pi
In sta
Br ico
n
2
h
ki
Pa
30
4
% Ever downloaded podcasts
0
Power to the people - Social Media Tracker Wave 3
20
11
5 6 12
13 14
7 8
17 16
15
10 23 China
9 26
18 45.4m 27
19
21
24 25
22
28
29
RSS (Really Simple Syndication) is a key technology in social Huge growth from Wave 2 to Wave 3
media. It connects users to content and moves content into 15% to 38% worldwide
a variety of platforms. However in Waves 1 and 2 it had
stubbornly refused to gain popularity despite its crucial role BRIC markets lead
in changing the way we access information and use social Russia, Brazil and China lead the way, all 50% plus adoption
media platforms. The issues were lack of consumer awareness
and low knowledge about what it does. Wave 3 seems to have Huge variations in adoption
heralded a tipping point in adoption. Hungary 15% < Russia 57%
% 0%
ry bl %
.7 5.
Pa g K % .4%
Ro ria .8% 4%
Tu n 3 5.0 5%
ga pu .2
In h K .1%2%
14 ic 1
na .6 4%
2 5 %
n .5 %
an y 3%
rk 3. %
un e 7
on . 4
st 28 9.
ai 3 6.
ec an %
K 2 0
Au 4. .7%
Ge ani .8%
Sw n 3 .0%
De 24 4.6
ut 45 5.
H h R ds 1
Ph nd .4%
M ppi .7%
Gr zerl 4%
Ch il 5 .6%
H 44 ea 4
Po an 9%
Ca 18 20.
U ce 27.
Ta a 5 3%
Au ce d 2
Ja ey 3 6%
Sp stan g 3
Fr an 7.
Cz erl 8.0
N da %
So ico s 4
U mar %
st 9%
ly a 2
rm a 2
it 1.
0
m 28
pa 2
la 48
iw 3.
ili 47
az 56
in 5.
ki on
ee an
di or
et 1
ex ne
SA k
Ita rali
Br ia
h
a
ss
Ru
60
% Ever read
ly
ta
an ubs
I
S
%
3
Subscribing RSS – impact versus total population 3
Universe Sizes versus total 16-54 population
%
% %
Ita nd 5% 6.4
Sw 2.2 0. .3%
Sp g K .3% .2%
Ta h K 8% 4%
.5 .9
it % 4%
rk y 3 .3%
21 18
ut 4. 4.
la 6. lic
1 y1 0
s 8 %
on 2 2
ee 5. %
ili .2 %
Ch ey 3 .6%
et .2 2
H n1 d1
Ru ce 0%
So n 1 g 1
De il 7 2%
Au ce 8.2
Po da ub
Cz sia .3%
U tral .8%
Au 7. 0%
Gr ico 4.4
Ro a 3 %
Ca h R 4%
N 10 10.
Tu gar s 3
Ph a 1 1.1
an ea
M ani %
Ge erla %
U an s
Fr ma %
H ppi %
in .8
rm nd
na ep
st 2%
pa lan
ai on
iw or
m .9
az 7.
ly 7.
n .5
un ne
ec 5.
an rk
s 5
ex a
SA ia
di n
Ja zer
In ista
Br ria
25
h
k
K
Pa
4
% Ever subscribe to RSS
20
11
5 6 12
13 14
7 8 15 16
17
9 10 23 China
26
18 33m 27
19
21
24 25
22
28
22
29
content producers as a core part of their • Develop widgets, applications, services and platforms that create
communications. Social media has impacted a genuine consumer benefit and drive engagement. Provide
consumers with tools to manage their personal
every aspect of the internet and transformed brands online.
the role it plays in our lives.
• Be inventive in connecting with consumers. Integrate it with
The social orientated internet is a massive offline communications and use social media as link or as a
story to communicate.
opportunity for brands, advertisers and
marketers if embraced properly. It enables
a much more positive relationship with
consumers where true benefits
are created.
m
The social orientated internet is a
a massive opportunity for brands,
advertisers and marketers if
embraced properly.
Power to the people - Social Media Tracker Wave 3
Participate Connect
• Move away from siloed brand sites: In a world of interlinked • Use social media to create a dialogue with consumers.
platforms and content, the stand alone brand site is not
as engaging. • Track opinions in the blogosphere.
• Think global; consumers are. Media consumption and social • Exist inside Social Networks: Create profiles, develop networks
interaction are moving international, constrained by language not to distribute content and employ advertising and sponsorship to
borders. Global brand identities, multi market campaigns and drive engagement with consumers.
international structures are all essential. • Allow consumers to interact with your brand: User generated
• Embrace social platforms as part of your communications mix; advertising, branded blogs and ongoing feedback are expected.
blogging platforms, social networks, video and photo sharing sites
are where consumers spend most time and where the greatest
opportunities for engagement exist.
Think global;
Use social consumers are.
media to create
a dialogue with
consumers.