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)

Facebook

Myspace

% Weekly usage Active Internet Universe (weighted reach based on universe sizes)

Flickr

QQ

Baidu

Blogger

Skyblog/Skyrock

Hi5

Orkut

Sohu

S d Lif

Mixi

Cyworld

Friendster

LastFM

Piczo

Bokee

Bebo

Linkedin

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.

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Dank voor u aandacht!Dank voor u aandacht!