communications james warren, chief digital strategist weber shandwick milan | 21 st october 2009

COMMUNICATIONS

James Warren, Chief Digital StrategistWeber Shandwick

Milan | 21st October 2009

ResearchINLINE Profile

ProcessINLINE Campaign Builder

4,692 European consumers

Online advocacy

is now the most influential source of information for European consumers

40%of European consumers often don’t believe what they read online

until they’vechecked the facts

in the traditional mainstream media

European consumers under the age of 35 aremore likely to find newspapers and magazines

influential than their older counterparts

European consumers under the age of 35 aremore likely to find newspapers and magazines

influential than their older counterparts

• 35% of all European consumers expressed interest in direct social network interaction with brands

• 34% didn’t

I am interested in interacting with my favourite brands through social

networking websites (such as Facebook, MySpace, Bebo etc.) Total Agree

35%

31%

35%

32%

47%

50%

24%

Total

UK

Germany

France

Spain

Italy

Belgium

Source: Weber Shandwick Inline Communications Survey, 4,692 adults, July 2009

I often don’t believe what I read in online user reviews, forums and social networking sites until I have checked the facts in the mainstream traditional media e.g. newspapers and magazines Total

Agree

40%

43%

46%

35%

37%

40%

36%

Total

UK

Germany

France

Spain

Italy

Belgium



Your StoryYour Story


Source: Weber Shandwick Inline Communications Survey, 517 Italian consumers, 18+, July 2009

To what extent do you agree or disagree with the following statements? Please select one answer per statement

Total Agree

50%

41%

I am interested in interacting with my favourite brands through social networking websites (such as Facebook, MySpace, Bebo etc.)

I often don’t believe what I read in online user reviews, forums and social networking sites until I have checked the facts in the mainstream traditional media e.g. newspapers and magazines

Source: Weber Shandwick Inline Communications Survey, 517 Italian consumers, 18+, July 2009

At least somewhat agree with statement: I am interested in interacting with my favourite brands through social networking websites (such as Facebook, MySpace, Bebo etc.)

At least somewhat agree with statement: I often don’t believe what I read in online user reviews, forums and social networking sites until I have checked the facts in the mainstream traditional media e.g. newspapers and magazines

Italian consumers who find newspapers and magazines at least somewhat influential

Italian consumers who find recommendations online at least somewhat influential

• Women are more likely than men to deem the following sources as at least somewhat important:

– Advertising on TV, magazines, newspapers, billboards or online (47% vs. 28%); and– TV or radio programmes (41% vs. 27%)

• Women are also more likely than men to agree that they are interested in interacting with their favourite brands through social networking websites (57% vs. 45%)

• Those aged 55+ (52%) are more likely than younger Italian adults (38%) to agree that they often don't believe what they read in user-generated content until they have checked the facts in traditional mainstream media

– They are also less likely to deem online user reviews (43% vs. 63%) or TV or radio programmes (21% vs. 35%) as at least somewhat influential

• Those aged 18-34 are more likely than older respondents to deem recommendations from friends and family (77% vs. 60%) or from someone else online (48% vs. 30%) as at least somewhat influential

– They are also more likely to be interested in interacting with their favourite brands through social networking websites (61% vs. 43%)

• Those aged 25-44 (53%) are more likely than other respondents (43%) to deem magazine or newspaper articles as at least somewhat influential

• Those aged 25-34 are more likely than other respondents to deem company websites (52% vs. 37%) or advertising (45% vs. 34%) as at least somewhat influential

• Those with children in the household are more likely than those without to consider advertising (45% vs. 30%) or TV and radio programmes (38% vs. 29%) at least somewhat influential

– They are also more likely to agree that they are interested in interacting with their favourite brands through social networking websites (55% vs. 46%)

Groups

Discussion forums

Virtualworlds

Nichenetworks

Socialnetworks

Customer service

Industry associations

Social bookmarks

Crowd-sourced

Comment and reputation

Lifestreams

Events

Tagging

Search

Wikis

Widgets

Video

Audio

Mobile

Music

Livecasting

Documents

Pictures

Slideshows

LocationPress releases

White papers

People

Blogplatforms

Blog communities

Micromedia

Blogs

Journalists

Analysts

Academia4Community

4Community

Connect

3Connect

3Content

2Content

2

1Conversations

1Conversations


Shop staff

• INLINE Communications mirrors influence patterns• The ‘traditional’ media is incredibly important • You need to tell a consistent story in appropriate

proportions across the different channels your audience is influenced through

• Get in touch to get INLINE

• [email protected]

Image credits• http://www.flickr.com/photos/tylerburrus/3767492355/• http://www.theconversationprism.com/• http://informationarchitects.jp/web-trend-map-3-get-it/• http://www.oxyweb.co.uk/blog/socialnetworkmapoftheworld.php

• Thanks and apologies, can’t find credits for the storytelling or newspaper images – if they’re yours, let me know and I’ll credit you immediately

• Thanks! James | jwarren [at] webershandwick [dot] com