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Tom Smith - IAB Social Media Summit September 28 th 2010

European Social Media – the last 12 months. Tom Smith - IAB Social Media Summit September 28 th 2010. Today we will explore. The Last 12 Months. Attitudes towards brands. The Future. New level of understanding on the changing web.

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Tom Smith - IAB Social Media Summit September 28 th 2010

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  1. European Social Media – the last 12 months Tom Smith - IAB Social Media Summit September 28th 2010

  2. Today we will explore..... The Last 12 Months Attitudes towards brands The Future

  3. New level of understanding on the changing web “Global research on social media, web behaviour, online marketing communications”

  4. Global perspective: 50K web users. 140K next year Sweden Netherlands Canada UK Russia South Korea Germany China Poland USA France Japan Spain Turkey Italy Hong Kong Mexico India Malaysia Singapore Philippines Brazil Indonesia Australia South Africa Argentina Launch markets Road mapped for Waves 4-5

  5. Tracking the last 12 months July 2009 September 2010 January 2010

  6. The last 12 months

  7. Social Media is maturing Social Behaviour online: Last month involvement. Europe Data Source: Global Web Index, Wave 3, September 2010

  8. Becoming middle aged +2% +5% +6% +8% +5% Social Behaviour online: Last month involvement. Europe Data Source: Global Web Index, Wave 3, September 2010

  9. In all forms of content creation and sharing Social Behaviour online: Last month involvement. Europe Data Source: Global Web Index, Wave 3, September 2010

  10. But far from uniform in Europe Social Behaviour online: Last month involvement Source: Global Web Index, Wave 3, September 2010

  11. But far from uniform in Europe Social Behaviour online: Last month involvement Source: Global Web Index, Wave 3, September 2010

  12. Facebook driving standardisation Source: Global Web Index, Wave 3, September 2010

  13. But a few markets resist....! 96% 89% 82% 81% 78% 69% 60% 50% 48% 37% 37% 30% 26% 18% France Germany Netherlands Poland Russia UK Spain Source: Global Web Index, Wave 3, September 2010

  14. Social in 2010 • Social Media is mature and mainstream • Massive growth of the past 5 years is slowing as social media is a core part of our activity • Micro-blogging will never be mainstream – what happens to the real time web? • Becoming more mass • Still major local variations in behaviour • Aggregating into single platforms across the region

  15. Attitudes Towards Brands

  16. Result is that we trust strangers Sources of trust 4 or 5 on a scale from 1 to 5. Europe only, Wave 3 only. Source: Global Web Index, Wave 3, January 2010

  17. Changing our influencers A Social Network Contact Micro blog Contact Blogger Newspaper Television +7% +3% +2% 0% -2% Wave 1-3 change. Europe Data Source: Global Web Index, Wave 3, January 2010

  18. Move away from passive comms: Web users embrace conversation + interaction Which online marketing methods make you think better about the brand: a brand you like Source: Global Web Index, Wave 3, January 2010

  19. But each product is different Which online marketing methods make you think better about the brand: by category Source: Global Web Index, Wave 3, January 2010

  20. Branding in social • Increasingly consumers drive purchase • Consumers want to go beyond the passive advertising • Huge opportunity for brands • Threat for advertising?

  21. Where next?

  22. Have we reached the peak? Source: Global Web Index, Wave 3, January 2010

  23. Shift in this direction: Consumer more the distributor Open Web Mobile Apps Gaming E-books TV Browser Based Packaged Web

  24. Behaviour moving into platforms Inside a Social Network +14% Dedicated IM -4% UK: Behaviour Last Month Source: Global Web Index, Wave 3, January 2010

  25. Already major points of access Penetration 37% Mobile Internet 25% Applications 10% Games Consoles 4% 2% Internet TV UK: Last month Access Points E-books Source: Global Web Index, Wave 3, January 2010

  26. Mobile: shows the growth Browsed the internet in the past month from mobile phone Source: Global Web Index, Wave 3, January 2010

  27. Key trends: New opportunity for brands Creator Distributor Consumer Unlimited Inventory Scarcity Advertising Optimisation Brand Context Approach

  28. Future of Advertising • Brands moving into packaged web environments • Move away from optimisation and click through to selling context and scarcity – back to a traditional media model? • Future a mix of advertising, content, applications and social PR • Consumer the distributor not the creator

  29. Thank you......! Globalwebindex.net @globalwebindex tom@trendstream.net

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