Post on 20-Aug-2015
Communication in the digital ageIt’s all about socialising sharing and creatingIt’s all about socialising, sharing and creating
Social networks: kansen voor adverteerders
Marco DerksenJuni 2008
Trends & ontwikkelingenTrends & ontwikkelingen
Trends & ontwikkelingenOnline OxygenOnline Oxygen
Bron: Trendwatching.com
Trends & ontwikkelingenGeneration CGeneration C
Bron: Trendwatching.com
Trends & ontwikkelingenVirtual ConnectedVirtual Connected
Trends & ontwikkelingenSocial mediaSocial media
TechnologyTechnology
Technology increases the speedand force of social change
SocialComputing
Social forces shape technologydevelopment and custom applications
Social change
Bron: Forrester
Social networksSocial networks
Social networksMySpace comMySpace.com
Social networksFacebook comFacebook.com
Social networksBebo comBebo.com
Social networksNetlog comNetlog.com
Social networksHyves nlHyves.nl
Social networksLinkedin comLinkedin.com
Social networksMijnsportwereld nlMijnsportwereld.nl
Social networksNikeplus comNikeplus.com
Social networksLast fmLast.fm
Social networksBoomr nlBoomr.nl
Social networksiFood tviFood.tv
Social networksFlickr comFlickr.com
Social networksaNobii comaNobii.com
Social networksLibraryThing comLibraryThing.com
Social networksTweakers netTweakers.net
Social networksMarketingfacts nlMarketingfacts.nl
Social networksClub China (KLM)Club China (KLM)
Social networksFlametree nl (ABN AMRO)Flametree.nl (ABN AMRO)
Social networksDavid Hasselhoff Social NetworkDavid Hasselhoff Social Network
Social networksOpen SocialOpen Social
Social networksPlaxo, FriendFeeds, Ping, etcPlaxo, FriendFeeds, Ping, etc.
Social networksLong TailLong Tail
Source: Gapingvoid.com
Social networksList of social networksList of social networks
Social networksSuccesfactorenSuccesfactoren
Social networksSuccesfactorenSuccesfactoren
Facts & figuresFacts & figures
Facts & figuresUniversal McCann’s global research into the impact of social mediaUniversal McCann s global research into the impact of social media
Bron: Universal McCann
Facts & figuresBlogs are a mass mediumBlogs are a mass medium
“Thinking about using the Internet, which of the following have you ever done?”“Read blogs/weblogs” Active Internet Universe
88%88%
90%92%
MexicoChina
PhilippinesSouth Korea
“Read blogs/weblogs” Active Internet Universe
78%79%
84%85%
87%87%
SpainItaly
JapanIndia
TaiwanBrazil
70%70%
71%72%72%
76%
RomaniaCzech Republic
RussiaGreecePoland
Pakistan
63%63%
66%66%
68%70%
FranceSwitzerlandHong Kong
UKNetherlands
Turkey
55%57%
60%60%61%
62%
GermanyCanadaAustria
USADenmarkAustralia
Bron: Universal McCann
51%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Hungary
% Ever Read
Facts & figuresAsia leads the way in creationAsia leads the way in creation
“Thinking about using the Internet which of the following have you ever done?”
71%72%
TaiwanSouth Korea
Thinking about using the Internet, which of the following have you ever done?“Write my own blog/weblog” Active Internet Universe
47%49%
50%55%
60%66%
70%
JIndia
BrazilHong Kong
MexicoPhilippines
China
30%32%
33%38%
39%41%
47%
PolandFrance
ItalyPakistan
TurkeySpainJapan
26%27%27%28%28%
29%29%
USASwitzerlandNetherlands
RussiaGermany
AustriaAustralia
18%21%
23%23%
25%25%
26%
Czech RepublicRomania
CanadaDenmark
UKGreece
USA
Bron: Universal McCann
8%18%
0% 10% 20% 30% 40% 50% 60% 70% 80%
HungaryCzech Republic
% Ever Write
Facts & figuresAsia leads the way in creationAsia leads the way in creation
South Korea9.7m
UK
Denmark0.3m
Russia2.4m
France4m
T k
Czech0.6m
China43m
Japan14mUSA
26 4
CANADA1.6m
UK4.5m
Germany5.2m Romania
0.5m
Poland1.1mNetherlands
1.6m
Switzerland0 5m Austria
Hungary0 1m
Italy3.4m
Turkey2m Pakistan
0.97m43m
Taiwan4.2m
Spain4.5m
26.4m Greece0.3m
0.5m0.4m
0.1m
MEXICO4.1m
Philippines2.4m
BRAZIL
India8.7m
HongKong1m
BRAZIL7.6m
Australia1m
% Write their own blog60%
Bron: Universal McCann
60%+40% -60% 30%-40%<30%
Facts & figuresSocial networks led by emerging internet marketsSocial networks led by emerging internet markets
“Thinking about using the Internet, which of the following have you ever done?”“Create a profile on a new social network” Active Internet Universe
PolandHungary
Philippines
“Create a profile on a new social network” Active Internet Universe
TurkeySouth
RussiaPakistan
BrazilMexicoPoland
CanadaUK
NetherlandRomania
TaiwanChinaIndia
SpainGermany
AustriaDenmarkAustralia
Hong KongCanada
CzechItaly
GreeceSwitzerland
JapanUSA
Spain
Bron: Universal McCann
France
% Create a profile
Facts & figuresBrazil the most active usersBrazil the most active users
“Thinking about using the Internet, how often do you do any of the following?”
10 0 %D A ILY R EA C H W EEKLY R EA C H M ON THLY R EA C H LESS OFT EN
“Manage your social network page” – Social Network users only
70 %
8 0 %
9 0 %
4 0 %
50 %
6 0 %
70 %
% U
pdat
e
10 %
2 0 %
3 0 %
4 0 %%
0 %
10 %
Averag
eBraz
ilChinaFran
ceerm
any
India
Italy
Japan
erlan
dsRuss
iah Korea
Spain UK
USA
Global
Av F
Ger
Nether R
South
Bron: Universal McCann
Facts & figuresUS the biggest marketUS the biggest market
Denmark0.6m
South Korea9.4m
Netherlands3
UK Poland
Russia6.1m
Germany8.2m
Switzerland0 9m
USA43m
France4.2m
Japan12.4m
Czech0.8m
Austria
China39m
Romania1.4m
3.7m
CANADA4.2m
11m 2.7m
Hungary1m
Italy3.9m
0.9m43mSpain4.7m
Austria0.6m Greece
0.5mTurkey3.3m
39m
India
Pakistan1.8m Taiwan
3.9m
1m
India11.7m Hong Kong
1m
MEXICO5.1m
BRAZIL
Philippines3m
Australia2.6m
BRAZIL11.4m
% joined a social network70%+
Bron: Universal McCann
70%+60% -69% 50%-59%<49%
Facts & figuresMySpace is number one globallyMySpace is number one globally
% Weekly usage Active Internet Universe (weighted reach - based on universe sizes)
Myspace
% Weekly usage Active Internet Universe (weighted reach based on universe sizes)
Flickr
Baidu
Blogger
Skyblog/Skyrock
Hi5
Orkut
Sohu
S d Lif
Mixi
Cyworld
Friendster
LastFM
Piczo
Bokee
Bebo
Second Life
Bron: Universal McCann
0% 5% 10% 15% 20% 25% 30% 35%
Piczo
% Weekly usage
Facts & figuresPopularity social networksPopularity social networks
Website Registered usersMySpace 110.000.000H bb 85 000 000Habbo 85.000.000Facebook 80.000.000Orkut 67 000 000Orkut 67.000.000Friendster 65.000.000Classmates.com 50.000.000Classmates.com 50.000.000Bebo 40.000.000Netlog 36.000.000gLinkedIn 22.000.000Hyves 5.000.000
Bron: Wikipedia.org (2007)
Xing 5.000.000
Facts & figuresPopularity social networksPopularity social networks
Bron: Le Monde
Facts & figuresBrazil leads uploadingBrazil leads uploading
“Thinking about using the Internet, which of the following have you ever done?”
ChinaPhilippines
Brazil
g g , g y“Upload my videos to a video sharing website” Active Internet Usage
RomaniaPakistan
Hong KongIndia
TaiwanMexico
China
UKGermany
PolandAustriaGreeceTurkey
South Korea
SwitzerlandCanada
AustraliaItaly
NetherlandsSpain
UK
HFranceJapan
USARussia
DenmarkCzech Republic
Switzerland
Bron: Universal McCann
0% 10% 20% 30% 40% 50% 60% 70% 80%
Hungary
% Upload video clips
Facts & figuresPhotos are a similar storyPhotos are a similar story
“Thinking about using the Internet, which of the following have you ever done?”
MexicoChina
Philippines
“Upload my photos to a photo sharing website” Active Internet Universe
Czech RepublicPakistan
Hong KongIndia
TaiwanBrazil
Mexico
TurkeyUK
AustriaRussia
South KoreaPoland
Romania
GermanySpain
GreeceNetherlands
USAAustralia
Turkey
JFrance
HungaryDenmark
ItalySwitzerland
Canaday
Bron: Universal McCann
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Japan
Upload photos
Facts & figuresVideo is a universal platformVideo is a universal platform
“Thinking about using the Internet which of the following have you ever done?”
MexicoPhilippines
Thinking about using the Internet, which of the following have you ever done?“Watching Video Clips” Active Internet Universe
SpainChina
TaiwanPoland
RomaniaTurkey
BrazilMexico
PakistanIndia
GreeceHong Kong
HungarySouthSpain
CanadaItaly
NetherlandAustriaCzech
DenmarkUK
RussiaJapan
USAAustraliaGermany
SwitzerlandCanada
Bron: Universal McCann
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
France
% Ever Done
Facts & figuresHuge variance in podcasting useHuge variance in podcasting use
“Thinking about using the Internet, which of the following have you ever done?”
MexicoChina
g g , g y“Downloaded a Podcast” Active Internet Users
TurkeySpainIndia
RussiaPhilippines
BrazilRomania
Mexico
SwitzerlandUK
Czech RepublicPakistan
PolandSouth Korea
Turkey
FranceGermany
GreeceAustria
DenmarkAustralia
Hong Kong
NetherlandsHungaryCanada
USAJapan
TaiwanFrance
Bron: Universal McCann
0% 10% 20% 30% 40% 50% 60% 70% 80%
Italy
% Download a Podcast
Facts & figuresAlso huge variation in RSS usageAlso huge variation in RSS usage
“Thinking about using the Internet which of the following have you ever done?”
ChiBrazil
Russia
Thinking about using the Internet, which of the following have you ever done?“Subscribe to an RSS feed” Active Internet Users
IndiaSouth Korea
MexicoPhilippines
PolandTaiwan
China
GSwitzerland
JapanTurkey
SpainPakistan
Hong KongIndia
AustraliaUK
FranceGermanyRomania
AustriaGreece
CzechNetherlands
CanadaUSA
DenmarkItaly
Australia
Bron: Universal McCann
0% 10% 20% 30% 40% 50% 60%
Hungary
% Subscribe to an RSS feed
Facts & figuresParticipation of online consumersParticipation of online consumers
Bron: Forrester
Facts & figuresParticipation of online consumersParticipation of online consumers
Bron: Forrester
Facts & figuresParticipation of online consumersParticipation of online consumers
Bron: Forrester
Leuk maar wat moeten we ermee?Leuk, maar wat moeten we ermee?
Wat kan/moet marketeer met social networksHoe bereik ik de consument?Hoe bereik ik de consument?
Wat kan/moet marketeer met social networksWelke middelen zet ik in voor welke doelstellingen?Welke middelen zet ik in voor welke doelstellingen?
Bron: E-consultancy 2005
Wat kan/moet marketeer met social networksWelke middelen zet ik in voor welke doelstellingen?Welke middelen zet ik in voor welke doelstellingen?
Static online display ads Search marketing Email marketing
No plans to use at allExpect to pilotPilotingCurrently using
Contextual targetingVideo created by marketing
Branded microsites Interactive online display ads
p y
Advergames (interactive banners) Podcasts
RSS Behavioral targeting
g g
Social networks Blogs
User-generated content Ads within online video
Virtual worlds In game ads or product placements
Mobile WAP sites Mobile text messages
Bron: Forrester
0% 20% 40% 60% 80% 100%
Wat kan/moet marketeer met social networksAdverteren op social networksAdverteren op social networks
Wat kan/moet marketeer met social networksAdverteren op social networks werkt niet?Adverteren op social networks werkt niet?
Wat kan/moet marketeer met social networksWord of the Web Guideline for Advertisers Word of the Web Guideline for Advertisers
Bron: Microsoft Digital Advertising Solutions
Wat kan/moet marketeer met social networksWord of the Web Guideline for Advertisers Word of the Web Guideline for Advertisers
1. Zorg dat je begrijpt waarom consumenten online sociale netwerken gebruiken
2. Laat je merk communiceren en geef het een gezicht3. Kies voor een dialoog in plaats van een monoloog4 Geef gebruikers macht4. Geef gebruikers macht5. Identificeer online pleitbezorgers 6. Gedraag je als een online sociaal netwerkerg j
Bron: Microsoft Digital Advertising Solutions
Wat kan/moet marketeer met socoal networksGroundswell: Forrester's social media strategieGroundswell: Forrester s social media strategie
Wat kan/moet marketeer met socoal networksGroundswell: Forrester's social media strategieGroundswell: Forrester s social media strategie
Wat kan/moet marketeer met social networksSocial networks is about relationships!Social networks is about relationships!
Meer weten? Marketingfacts nlMarketingfacts.nl
Meer weten? Cursus Social NetworksCursus Social Networks
Meer weten? Cursus Social NetworksCursus Social Networks
Een merk zou zich niet Een merk zou zich niet moeten afvragen hoe het de aandacht van
t k consumenten kan krijgen, maar juist hoe het consumenten aandacht kan geven.
MarketingTribune
Dank voor u aandacht!Dank voor u aandacht!