Nielsen Online Wom Uk Presentation Key Trends For Riding The Wave Of Social Media
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Transcript of Nielsen Online Wom Uk Presentation Key Trends For Riding The Wave Of Social Media
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com
Key Trends for Riding the Wave of Social Media
WOM UK
May 28th 2009
Alex Burmaster, Communications Director, EMEA
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com
Agenda
• Footprint
• Behaviour
• Audience
• Success Stories
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com
Nielsen Online is the ONLY service that can help you do ALL these things:
1. Understand who audiences are, where they go
and how they behave
2. Find out who is placing advertising, how much of
it, where and the creative they use
3. Measure how effective your advertising
campaigns are
4. Learn what consumers say and share online and
how to take advantage of it
5. Measure how visitors navigate through your
website including video consumption
6. How online fits into the overall media mix
May 29, 2009
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com
Social Media in context…popularity
Rank SectorUK Unique Audience
March 2009
UK Unique Audience
March 2008YoY growth
1 Search 33.5 30.0 12%
2General Interest Portals &
Communities 31.6 26.9 18%
- CGM/Social Media* 28.2 23.0 23%
3 Software Manufacturers 26.6 23.5 13%
4 Member Communities 26.2 20.5 28%
5 E-mail 24.8 19.1 29%
3*CGM is a custom category and doesn’t
correspond directly to an official Nielsen
Online subcategory
Source: Nielsen Online, NetView, Home & Work, including applications, March 2008 – March 2009
May 29, 2009
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com
Social Media in context…reach
Source: Nielsen Online, NetView, Home & Work, including applications, March 2008 – March 2009
4*CGM is a custom category and doesn’t
correspond directly to an official Nielsen
Online subcategory
90%
84%
76%
71%
70%
66%
65%
61%
61%
61%
58%
10%
16%
24%
29%
30%
34%
35%
39%
39%
39%
42%
Search
General Interest Portals & …
*CGM
Software Manufacturers
Member Communities
Internet Tools/Web Services
Mass Merchandiser
Current Events & Global News
Videos/Movies
Multi-category Entertainment
% Visiting % Not Visiting
% of Active UK Internet Population Visiting Most Popular Sectors
May 29, 2009
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com
Causing a continental shift in time spent…
Percentage Point Change in Allocation of UK Internet Time
Source: Nielsen Online, Custom Analytics, Home & Work, including applications, March 2008 – March 2009
5May 29, 2009
5.5%
-0.1% -0.1% -0.4% -0.5%-1.7%
-2.8%
-3%
-2%
-1%
0%
1%
2%
3%
4%
5%
6%
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com
…now accounting for almost a fifth of Internet time!
How UK Internet Time is Allocated
Source: Nielsen Online, Custom Analytics, Home & Work, including applications, March 2008 – March 2009
6May 29, 2009
Content30%
Communications20%
CGM18%
Entertainment17%
eCommerce7%
Search4%
Videos/Movies3%
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com
Agenda
• Footprint
• Behaviour
• Audience
• Success Stories
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com
The most popular social media sites
May 29, 2009 8
Rank SiteUnique Audience
Apr 09 (millions)
Unique Audience
Apr 08 (millions)YoY Change
1 Facebook 18.2 10.2 79%
2 YouTube 15.9 11.6 37%
3 Wikipedia 12.6 8.9 42%
4 Blogger 7.0 5.2 35%
5 Yahoo! Answers 5.7 3.5 65%
6 MySpace 4.9 4.7 4%
7 Bebo 4.1 4.5 -8%
8 WordPress 3.2 2.0 60%
9 BBC Communities 3.0 1.8 68%
10 TripAdvisor 2.9 1.7 70%
Source: Nielsen Online, NetView, Home & Work, including applications, April 2008 – April 2009
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com9
% of Active UK Internet Population Visiting Most Popular Social Media Sites
Source: Nielsen Online, NetView, Home & Work, including applications, April 2008 – April 2009
The most popular social media sites…in context
49%
43%
34%
19%
16%
13%
11%
9%
8%
8%
51%
57%
66%
81%
84%
87%
89%
91%
92%
92%
YouTube
Wikipedia
Blogger
Yahoo! Answers
Myspace.com
Bebo
WordPress.com
BBC …
TripAdvisor
% Visiting % Not Visiting
May 29, 2009
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com
Retention can be an issue…
% of UK February 09 Audience retained in March 09
Source: Nielsen Online, NetView, Home & Work, including applications, February 209 – March 2009
10
84%74% 70%
63%56% 53%
46% 45% 45% 45%
16%26% 30%
37%44% 47%
54% 55% 55% 55%
Lost
Retained
May 29, 2009
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com
…don‟t forget that audiences overlap…
May 29, 2009 11
68% 30%
16% 22%
24% 77%
Source: Nielsen Online, NetView, home & work data, including applications, March 2009
Audience Overlap
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com
…and there is a big opportunity through mobile
May 29, 2009 12
Source: Nielsen Online, Mobile Media View, Q2 2008 – Q1 2009
Britons visiting Social Networks through their mobile phone (millions)
1.1
1.9 2.02.1
0.0
0.5
1.0
1.5
2.0
2.5
Q2-08 Q3-08 Q4-08 Q1-09
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com
Agenda
• Footprint
• Behaviour
• Audience
• Success Stories
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com
35-49 Year Olds Fastest Growing Audience…
Increasing Unique Audience to Member Community Sector (000s)
14May 29, 2009
333129
1,334 1,248
311
549
165
1,103
855
152
0
500
1,000
1,500
2,000
2,500
2 - 17 18 - 34 35 - 49 50 - 64 65+
Female
Male
Source: Nielsen Online, NetView, Home & Work, including applications, April 2008 – April 2009
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com
…consequently, audience is becoming older…
Changing Composition of Member Community Audience
15May 29, 2009
-0.1
-3.9
2.1 2.7
0.40.8
-4.4
0.71.3
0.3
-10.0
-8.0
-6.0
-4.0
-2.0
0.0
2.0
4.0
2 - 17 18 - 34 35 - 49 50 - 64 65+
Female
Male
Source: Nielsen Online, NetView, Home & Work, including applications, April 2008 – April 2009
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com
…but 18-34s are still dominant (just)
Composition of Active Unique Audience to Member Community Sector
16May 29, 2009
5.7%
14.6% 14.8%11.4%
3.8%
6.3%
16.7% 15.5%
9.6%
1.7%
0%
5%
10%
15%
20%
25%
30%
35%
2 - 17 18 - 34 35 - 49 50 - 64 65+
Female
Male
Source: Nielsen Online, NetView, Home & Work, including applications, April 2009
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com
Agenda
• Footprint
• Behaviour
• Audience
• Success Stories
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com18
Source: Nielsen Online, BuzzMetrics, September 2008 – December 2008
Advertising is in trouble…
May 29, 2009
Brand Association Map™
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com19
Source: Nielsen Online, BuzzMetrics, December 2008.
…so listening to Buzz helps improve strategy…
May 29, 2009
UK Social Network Activity
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com20
Source: Nielsen Online, AdRelevance and NetView, UK, 2008
…such as attracting advertisers
May 29, 2009
UK Social Network Activity – Audience and Advertising
0.36 1.51 1.37
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com
1. Toyota is only
brand mentioned.
2. Many consumers
describe the different
ways one can lead an
eco-friendly lifestyle,
such as buying
organic or driving a
hybrid car.
3. Consumers
explain the features
of buildings/homes
that use eco-friendly
construction.
21May 29, 2009
Understanding key consumer associations to a topic
Brand Association Map™
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com22May 29, 2009
Problem: Potentially critical issue on best-
selling car, post-delivery.
Solution: NBZM identifies affected Camry
Owners “complaining” online, analyzes
commentary.
Action: Proactive online communication and
transparent customer service response.
Result: “We’ve saved customers, we’ve
improved products and we’ve strengthened
loyalty because of this effort.”
- Bruce C. Ertman, Corporate Manager,
Toyota Motor Sales
Threat Tracker: Toyota Reaches Out to Support Sales
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com23May 29, 2009
Buzz Audit: Counter-Culture Company Success
Situation: Niche car manufacturer worries
that its products have become too
mainstream.
Solution: NBZM analyzes consumer
sentiment toward the company‟s new car
designs and media campaign.
Action: Research concludes that the brand
positioning and campaign resonate well with
the target demographic
Result: Company remains confident in this
niche space.
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com24May 29, 2009
Influencer Audit: Luxury Cruise Company Enlists Fans
Situation: A luxury cruise line company is
launching a new ship and needs help getting
the word out.
Solution: NBZM identifies the most vocal
cruise line enthusiasts in online communities.
Action: Cruise line company invites these
enthusiasts to be the first passengers on this
ship‟s maiden voyage.
Result: Vocal enthusiasts return to their
online communities and give firsthand
accounts of the ship‟s features, qualities.
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com25May 29, 2009
Efficiency: Financial Institution Mines for Insights
Situation: A national financial institution uses
a staff of 13 to manually categorize 6 million
inbound customer feedback emails per year,
but only 15% are actually bucketed and
analyzed. The financial institution does not
feel it has a clear picture of their customers‟
needs and concerns.
Solution: NBZM applies a data mining and
natural language processing solution to
categorize the client‟s 6 million inbound
emails into nearly 100 distinct buckets.
Result: The client is now able to analyze
100% of inbound customer feedback emails
and can do so with a staff of two. The client
is now confident in its ability to analyze a full
complement of consumer feedback.
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com26May 29, 2009
Consumer Insights: PfizerSituation: Pfizer was concerned that press coverage could
have seriously undermined public confidence in one of
their leading brands. They knew CGM was a potentially
rich source of unprompted patient insight, but thought that
online research would be off-limits to the pharmaceutical
industry because of regulatory guidelines.
Solution: Nielsen worked in partnership with Pfizer and
DSG to develop a novel methodology that didn‟t
compromise European healthcare laws or research quality.
Results: 1) Immediate ROI by demonstrating that a potentially expensive marketing program
wasn‟t necessary
2) Broke down a company barrier to the use of such research – by simple means of creating a
flexible and sympathetic research process – now used across other brands & countries
3) Pfizer was so happy with the work that they submitted the collaboration to the British
Healthcare Business Intelligence Association‟s BOBI awards, where Nielsen was granted first
prize for „Most Innovative Approach‟ for “a smart, innovative, cost effective piece of research,
which demonstrated the business impact and could be used elsewhere in the business.”
4) One major website identified that attracted a lot of chat but wasn‟t previously on Pfizer‟s
media plan for branded patient support advertising
5) Bringing new light to the ongoing understanding of ALL areas of drug products and uses
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com27
Shameless plug about listening…
May 29, 2009
―Nielsen BuzzMetrics delivers a market leading listening platform that includes
sophisticated sentiment analysis capabilities, strong international coverage and
multilingual support…the re-write of the reporting and user interface —
My BuzzMetrics — extends its market leadership.”
The Forrester Wave™ Listening Platform, Q1 2009 Report
© 2009 The Nielsen Company
www.nielsen-online.com / www.nielsen.com
Nielsen Social Media Resources
For more information contact:
Brad Little
020 7014 0590
Or
Alex Burmaster
020 7014 0590
May 29, 2009 28