SOCIAL ENGAGEMENT

BENCHMARK SCORE

(SEB SCORE)

O C T O B E R 2 0 1 2

T h i s i s a p r e v i e w

F u l l r e p o r t a v a i l a b l e o n o u r

R e p o r t S t o r e

THE SEB SCORE EXPLAINED

The following report covers our inaugural Social Engagement Benchmark (SEB Score) an aggregate 100 point score that

compares which markets and demographics are more socially engaged online.

WHAT IS THE “SOCIAL

ENGAGEMENT BENCHMARK”?

A simple (and singular) measure to

assess how socially engaged a

particular consumer segment has

become

It uses 12 key social behaviours and

aggregates social consumer

engagement in participation, content

creation and brand engagement.

These are then aggregated into one

holistic measure and weighted to 100

point scale with the highest ranking

global demographic ranked as 100

WHY DID WE CREATE IT?

In response to our clients needs to

have an easier way to assess the

importance of social as part of their

wider digital and communications mix.

Social is increasingly complex and

fragmented and a simpler holistic

measure was required for initial

strategic frameworks.

It removes regional bias for particular

behaviour types and profiles.

HOW CAN YOU USE IT?

Compare a wide variety of markets

and consumer segments in a quick

and simple way in order to:

1. Prioritise investment

2. Allocation resource

3. Identify priorities

THE KEY FINDINGS

. 1 Asia (with the exception of Japan) dominates, with China leading the way, with much higher levels of social

engagement regardless of demographic compared.

. 2 Mature internet markets are more generally passive and require a different approach.

. 3 Fast growing internet markets lead in social engagement and crucially in many cases have larger social universe

that delivers a higher reach than mature internet markets.

. 4 The outputs of this report demand that we re-think how multi-market social organisational and marketing

allocations are made, moving away from internet penetration as a guide.

.

. 5 SEB underlines the importance of understanding your audience and deliver a segmented social strategy at

market level.

B U I L D I N G T H E S E B S C O R E

CREATING THE SEB SCORE BENCHMARK

Aggregate score created of each four

participation behaviours

0 - 400

The percentage of the segment involved in each activity is measured and translated into a score from 0 to 100, i.e. 46% becomes a score of 46

PARTICIPATION (1/3) CREATION (1/3) BRAND (1/3)

Use a Social Network

Use a Micro-Blog

Posted on a Forum

Comment on a Story

Upload a Photo

Upload a Video Online

Written a Blog

Written a News Story

Liked a Product or

Brand

Reviewed a Product or

Brand

Re-tweet (share) a

Brand on a Micro-blog

Upload a video / photo to a branded

page

Aggregate score created of each four

creation behaviours

0 - 400

Aggregate score created of each four

brand behaviours

0 - 400

Figure is combined

0-1200

Figure is reweighted to 100 point scale, with the top ranking demographic

scored as 100. top 25% income Chinese users scored highest on a range of

demographics and local regions with a score of 598

EXAMPLE APPLICATION

57% 47% 15% 34% 35% 72% 38% 30% 22% 78% 14% 18%

168 156 136

460

PARTICIPATION (1/3) CREATION (1/3) BRAND (1/3)

Use a Social Network

Use a Micro-Blog

Posted on a Forum

Comment on a Story

Upload a Photo

Upload a Video Online

Written a Blog

Written a News Story

Liked a Product or

Brand

Reviewed a Product or

Brand

Re-tweet (share) a

Brand on a Micro-blog

Upload a video /

photo to a branded

page

SEB:

76 16-24

Malaysian

EXAMPLE SEB SCORE

16-24

Malaysian

Female

UK

Global Average

Score: 460

Score: 351

Score: 237

China

Top 25% Income

Score: 598

SEB: 76

SEB: 70

SEB: 40

SEB: 100

K E Y R E S U LT S

SEB SCORE BY MARKET: CHINA IS THE MOST SOCIALLY ENGAGED

10 20 30 40 50 60 70 80 90 100

China

Indonesia

India

Vietnam

Philippines

Turkey

Malaysia

Brazil

Thailand

Argentina

Mexico

UAE

Saudi Arabia

Taiwan

South Africa

Russia

Poland

Spain

South Korea

Singapore

Hong Kong

Italy

Canada

Australia

Netherlands

Germany

UK

USA

France

Sweden

Japan

MOST

SOCIALLY

ENGAGED

LEAST

SOCIALLY

ENGAGED Average SEB Score by market Source: GlobalWebIndex, GWI.7 Q2 2012. Social Engagement Benchmark

Guangzhou (China) 90

Iba pang (Philippines) 89

Xi'an (China) 87

Bangalore (India) 87

TRANSLATES LOCALLY

Sumatra (Indonesia) 86

Wuhan (China) 86

Chennai (China) 85

Shenzhen (China) 85

Shenyang (China) 83

Nanjing (China) 82

28 West (Sweden)

27 Chubu (Japan)

27 Southeast (Sweden)

25 Kanto (Japan)

25 Kinki (Japan)

23 Northern Territory (Japan)

22 Kyushu (Japan)

21 Shikoku (Japan)

19 Tohuku (Japan)

18 Chubu (Japan)

TOP 10 LOCAL REGIONS BOTTOM 10 LOCAL REGIONS

Average SEB Score by local region. Top and bottom 10 Source: GlobalWebIndex, GWI.7 Q2 2012. Social Engagement Benchmark

SEB SCORE VARIATION: DEMOGRAPHIC DIFFERENCE REFLECTS MARKET

0

10

20

30

40

50

60

70

80

90

100

Brazil China Germany USA

SEB Score by market and key demographics Source: GlobalWebIndex, GWI.7 Q2 2012. Social Engagement Benchmark

THE KEY FINDINGS

. 1 Asia (with the exception of Japan) dominates, with China leading the way, with much higher levels of social

engagement regardless of demographic compared.

. 2 Mature internet markets are more generally passive and require a different approach.

. 3 Fast growing internet markets lead in social engagement and crucially in many cases have larger social universe

that delivers a higher reach than mature internet markets.

. 4 The outputs of this report demand that we re-think how multi-market social organisational and marketing

allocations are made, moving away from internet penetration as a guide.

.

. 5 SEB underlines the importance of understanding your audience and deliver a segmented social strategy at

market level.

G E T T H E F U L L R E P O R T:

g l o b a l w e b i n d e x . n e t / r e p o r t - p a g e /

S l i d e s h a r e / g l o b a l w e b i n d e x

@ g l o b a l w e b i n d e x