tracking the consumer in the age of the hashtag · low levels of digital social behaviour high...

TRACKING THE CONSUMER IN

THE AGE OF THE HASHTAG

#CARAT #PANA

The Scope of CCS

3000 respondents

Urban Rural sample

15-64 years old

120+ brands in 17 categories

170 attitudinal statements

We’ve all seen this. A LOT

0%

20%

40%

60%

80%

100%

120%

Magazine Newspaper Internet Radio TV

New media!

WHAT DOES DIGITAL MARKETING MEAN?

Not this

Reaching your target through the digital devices they are glued to,

providing an experience that is timely and relevant to them

DEEP DIVE INTO DIGITAL IN CCS

gam

ing

bluetooth

Online advertising social networking digital TV

Tech

no

logy

ow

ed

internet access

Mobile phones

google purchasing

blo

ggin

g

you

tub

e

attitudes

Po

dca

sts

mo

bile

TV

eBay

downloading music

facebook SMS WAP

we

bsi

tes

search bra

nd

s

Source: CCS Philippines 2012 Benchmark

LOW Levels Of Digital Social Behaviour HIGH Levels Of Digital Social

Behaviour

Consume

online content

but non-

interactive

Interact with

others via

networks, gaming

or sharing

Offer opinions

and enter

online

discussions

Neither create or

consume online

social media

AUTHORS COMMENTATORS CONNECTORS SPECTATORS INACTIVES

Create online

content

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00%

Inactives

Specators

Connectors

Commentators

Authors

PORTRAIT

NOTE:

THERE ARE

ADDITIONAL

TEMPLATE

OPTIONS FOR

MORE OR LESS

CIRCLES. GO

INTO SLIDE

LAYOUTS

CLICK BOX TO

INSERT IMAGE.

TO RECOLOUR

THE IMAGE – 1.

RIGHT CLICK

IMAGE

2. FORMAT

PICTURE

3. PICTURE

4. RECOLOUR

PICTURE

We take a look at the relatively new, but rapidly

multiplying, life form called the netizen

Population 15-65

61M

Online A LOT

4.5M

Online

21M Up from

16M

QUICK LOOK AT WHO’S ONLINE A LOT

60% male

64% are 15 to 25 years old

15% ABC1, i270

35% C2, i228

41% D, i87

35% are parents

WHO IS YOUR ONLINE TARGET?

Bakit may number sign? (It’s a generation thing)

SO BACK TO TRACKING IN THE AGE

OF THE HASHTAG.

THINGS TO KEEP IN MIND

#KEEPITSIMPLE

1. THEY WANT TO BE

TRACKED

They are very public and love sharing their opinion

They need to belong

More than half (55%) are always concerned what others think about them.

Only 25% will disagree that they want to be popular. There is an overindex

(111) of those who say they want to be popular

67% want others to approve of the brands they buy

54% say they have more friends than most

81% like sharing their everyday adventures with friends and family

2. TALK TO THEIR ONLINE

PERSONALITIES

THE INTERNET IS CLOSING IN

63% say

their online

identities

are very

important

70% have

online

friends they

never met

online

46% prefer

to talk to

people

online than

in person

13%

4%

7%

There is a different communication register

online

But, but...Sylvia Plath

is dead!

3. ONLINE IDENTITIES MAKE

THEM FEEL FREE/SMART

65% say it’s important to

stand out as an individual

63% consider themselves

creative

THE INTERNET IS FAR BIGGER THAN WE THINK

43% of the internet is in English or 28% of users

Internet penetration in Asia is around 27% but there are 1 billion users

(source: internetworldstats.com 2011)

Less than half (around

40%) know trends before

friends

THE CONCEPT OF THE VIRTUAL IMPRINT

PRINCIPLE #1: PEOPLE ARE MORE INTERESTING AND

GOOD-LOOKING ONLINE

What they officially

want people to see

What they still want

people to see

What they’re really like

PRINCIPLE #2 PEOPLE WANT TO BE VALIDATED ONLINE

PRINCIPLE #3. THE INTERNET ACTS AS AN ECHO CHAMBER

Preferential Attachment Process: those who have get more

There is actually

a science

behind why the

rich get richer

Source: technosociology.org

WHAT DOES VIRTUAL IMPRINT HAVE

TO DO WITH TRACKING THE

CONSUMER?

They will tend to support things that are already popular

They will gravitate towards communications, actions, behavior

that will increase their Virtual Impact.

The top hashtags for Instagram show that daring isn’t

really the in thing

If you build it, they will come

5 POINTERS FOR MAKING A GOOD

HASHTAG (ACCORDING THE GUYS FROM TWITTER)

#SABINILA #HOWTO

1. Be obvious. In the digital age of speed, time is

not a widely held resource

#missworld

#newcarsmell

#beautifulhairnow

#needtosave

#anggandako

#walangpasok Use the name of your event,

your brand, your proposition,

your tagline

2. Create a hashtag that people can respond to

#neveragain

#tomorrowiwill

#mygreatloves

They can fill in the blanks,

continue the sentence,

answer a question, ask a

question,

#asksirchief

3. Sound like your audience – which means, listen.

#ftw Sometimes spelling

rules can be broken.

Use the words

they’re using

#yolo

#anyare

#fml

#rakenroll

#apir

4. Don’t get carried away. Unless you’re trying to

be funny

#ohmygodthissunsetissobeautiful

#ilovemyfamilysomuchimsohappy

#sinokumainngtinapayko

#hindipoakobulag

You want to be shared and

remembered, remember?

#discombobulating

5. Hashtags are meant to be spread, it’s the age of

media convergence

Don’t be afraid to use

your other media

efforts to support your

hashtag

THANK YOU #TULOGNA #INOMMUNA

#BALIKPAOFFICE

We’d be happy to work with you

on any consumer insighting,

digital, or media projects

CARAT

REDEFINING MEDIA

April Yap

Consumer Insights Director

april.yap@carat.com