June 2014, Shaun Austin @shaun_austin

CIM: Digital Summit

Agenda

• Latest research findings with CIM

• What keeps marketers awake at night

What have we learnt from the latest research

Facebook is the dominant social network, with twice as many people using compared to Twitter

72%

31%

17% 12%8% 6%

% who have an account and have used in last 3 months

Source: YouGov / CIM survey, base: All respondents (3,054)

The secret of its success is penetration across age groups

18-24 25-34 35-44 45-54 55+

86% 87%

79%

68%

58%

50%44% 41%

29%

13%18% 18%

22% 24%

11%17%

12% 15%10% 9%

Facebook Twitter LinkedIn G+% who have an account and have used in last 3 months

Source: YouGov / CIM survey, base: All respondents (3,054)

Engagement on Facebook is still strong

75%57%

20%31%

53%

21%

% of users visiting once a day or more frequently

Source: YouGov / CIM survey, base: Those using each site (n=variable)

Surely this represents a gold mine for brands to interact with consumers….?

…yet consumers don’t want to be inundated by brands on social networks

68% Agree that advertising and marketing on social media irritates me

68% Agree that social media sites ought to be for networking rather than a marketplace for brands

Source: YouGov / CIM survey, base: All qualified respondents(n=2,283)

…otherwise consumers will ignore it, or stop using altogether

58% Agree they often hide brand updates if they happen too often

64% Agree that if social media becomes too overloaded with advertising and marketing they are likely to stop using it

Source: YouGov / CIM survey, base: All qualified respondents(n=2,283)

However there are companies that have benefitted from social media

#nomakeupselfie increases WOM for Cancer Research UKTw

o w

eeks

bef

ore

One

Wee

k Be

fore

#nom

akeu

psel

fies

(18-

Mar

-14)

1 Da

y Aft

er

2 Da

ys A

fter

3 Da

ys A

fter

4 Da

ys A

fter

5 Da

ys A

fter

6 Da

ys A

fter

1 w

eek

after

8 da

ys a

fter

9 da

ys a

fter

10 d

ays

after

11 d

ays

after

12 d

ays

after

13 d

ays

after

2 w

eeks

afte

r

3 w

eeks

afte

r

4 w

eeks

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5 w

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02468

101214161820

Cancer Research UK WOM Exposure

Active Facebook/Twitter Users

6%

18%

Source: YouGov BrandIndex, Cancer Research UK, WOM Exposure, 2 week moving average

Providing a boost to overall brand perceptions

2014-02-01

2014-02-05

2014-02-09

2014-02-13

2014-02-17

2014-02-21

2014-02-25

2014-03-01

2014-03-05

2014-03-09

2014-03-13

2014-03-17

2014-03-21

2014-03-25

2014-03-29

2014-04-02

2014-04-06

2014-04-10

2014-04-14

2014-04-18

2014-04-22

2014-04-26

2014-04-30

2014-05-04

2014-05-08

2014-05-12

2014-05-16

2014-05-20

2014-05-24

2014-05-2836.0

37.0

38.0

39.0

40.0

41.0

42.0

43.0

44.0

45.0

Index – Cancer Research UK

39

44

Source: YouGov BrandIndex, Cancer Research UK, Index, 2 week moving average

Buzz Impression Recommend Consider

Facebook Population

#shareacoke Facebook Exposed

11%+6% 30%

+18%

24%

+19%

27%

+10%

Commercial brands have also benefited from social media

…yet things can also go wrong for brands on social media

…which can then cross into traditional media

What keeps marketers awake at night?

….when things go wrong on social media, how much impact does it really have?

16% of the Twitter population “heard” about this story

Source: YouGov Social data, base: 6,380 Twitter users, 17th – 25th May

16% of the Twitter population “heard” about this story

19th May 21st May

+0.26%

+3.54%

+2.68%

+0.88%

+1.21%

+0.34%

Total cumulative reach = 16%

Twitter handles adding largest incremental reach

2 days

Source: YouGov Social data, base: 6,380 Twitter users, 17th – 25th May

Amongst users of social media we see an increase in WOM

1-May-1

4

2-May-1

4

3-May-1

4

4-May-1

4

5-May-1

4

6-May-1

4

7-May-1

4

8-May-1

4

9-May-1

4

10-May-1

4

11-May-1

4

12-May-1

4

13-May-1

4

14-May-1

4

15-May-1

4

16-May-1

4

17-May-1

4

18-May-1

4

19-May-1

4

20-May-1

4

21-May-1

4

22-May-1

4

23-May-1

4

24-May-1

4

25-May-1

4

26-May-1

4

27-May-1

4

28-May-1

4

29-May-1

4

30-May-1

40

5

10

15

20

25

30

Sainsbury’s WOM Exposure

Active Twitter/Facebook

12 years a slave incident

Source: YouGov BrandIndex, Sainsbury’s, WOM Exposure, 1 week moving average

…but this hardly registers at an overall level

1-May-1

4

2-May-1

4

3-May-1

4

4-May-1

4

5-May-1

4

6-May-1

4

7-May-1

4

8-May-1

4

9-May-1

4

10-May-1

4

11-May-1

4

12-May-1

4

13-May-1

4

14-May-1

4

15-May-1

4

16-May-1

4

17-May-1

4

18-May-1

4

19-May-1

4

20-May-1

4

21-May-1

4

22-May-1

4

23-May-1

4

24-May-1

4

25-May-1

4

26-May-1

4

27-May-1

4

28-May-1

4

29-May-1

4

30-May-1

40

5

10

15

20

25

Sainsbury’s WOM Exposure

Overall

12 years a slave incident

Source: YouGov BrandIndex, Sainsbury’s, WOM Exposure, 1 week moving average

…and overall brand perceptions have remained stable

1-Jan-14 12-Jan-14 23-Jan-14 3-Feb-14 14-Feb-14 25-Feb-14 8-Mar-14 19-Mar-14 30-Mar-14 10-Apr-14 21-Apr-14 2-May-14 13-May-14 24-May-140

5

10

15

20

25

30

35

40

45

Sainsbury's Index

12 years a slave incident

Source: YouGov BrandIndex, Sainsbury’s, Index, 1 week moving average

So what can we learn from this?

• Social Media is being widely used by consumers

• Facebook is the dominant social network, reaching a broader demographic than other social media

sites

• Marketers need to be careful with how they market brands on social media otherwise they will drive

consumers away

• Brands that succeed on social media embrace the moment and the personal nature of social networks

• Things that go wrong on social media, may not be as bad as they seem

• Those who react quickly to negative situations, have a better chance of coming out more positively

@shaun_austin Thank You