
Real Actionable Insight

A SOCIAL MOVEMENT

THE POWER OF SOCIAL

CONNECTING WITH SOCIAL EXPERIENCES


Executive Summary

• The story so far in social networking has been one of incredible growth. But Wave 6 shows that in the future the

biggest impact of social media will come from the increasing amount of time people are spending on them. Social

networks are now legitimate rivals to all forms of media and will continue to have a huge effect on behaviour and

media consumption.

• Consumers are continuing to move away from increasingly soloed brand websites, viewing them as specialist or

one dimensional experiences compared to those offered by social media. Brands will need to reach out to

consumers in the social spaces if they are to connect online.

• Even those data privacy concerns are rising, attachment to social networks is stronger than ever. With over 40%

of people saying they are worried about missing out if they don’t visit their social network. As a result users are

fully prepared to share their data in return for the benefits that social platforms bring.

• Social experiences deliver very clear value to brands. Understanding the social experiences the consumer wants

AND which of these experiences deliver the brand’s marketing objectives is the key to unlocking this value. This is

an important part of making social media a legitimate platform for brand development.

• Despite the reluctance of many companies to discuss problems, particularly in social media, our research has

shown that actually responding to a customer’s issues is one of the most powerful social experiences a brand can

deliver. In the future social CRM should be a fundamental part of any brand’s communication strategy.

• The consumer has many devices through which they can interact with a brand digitally but not all of these devices

are a suitable environment for every experience. Tablets and smartphones, for example, have very different

strengths. Marrying the right experience to the right device is key to creating a compelling social strategy.


What is Wave?

• Wave is a social media study.

• Wave has retained the same methodology from Wave 1 to Wave 6, enabling comparison across

Waves.

• All research is conducted by the EMEA Research team in collaboration with the UM network of

agencies.

• We have surveyed 41,738 16-54 Active Internet Users in 62 countries.

• In Serbia we have covered active internet population from 16-54 y.o. , with 500 people within the

representative sample, covering 2,013,000 ( 28% of total population )

• Our partner in this research in Serbia is the research company Mediana, who was responsible for

the field work and quality of sample

Why the Active Internet User?

• Active Internet Users are those that use the internet every day or every other day.

• Social media is driven by Active Internet Users.

• They drive adoption of platforms and tools and they will determine which tools and platforms

become dominant.


INFLUENTIAL

29 countries17,000 respondents

October 1999: Launch

March 2002: Launch

January 2003: Launch

June 2003: Launch

September 2003: Launch


December 2004: Launch

March 2005: Launch

August 2005: Launch

February 2006: Launch

September 2006: Launch



May 2003: Launch

August 2003: Launch

February 2004: Launch


April 2005: First video uploaded to YouTube

July 2008: Launch

March 2007: Launch

April 2008: Facebook overtakes MySpace in popularity

August 2008: Over 100M users


August 2009: Xiaonei becomes RenRen

April 2010: iPad released

July 2010: 100M check-ins

October 2010: “The Social Network” film released

March 2011: 100M members

June 2011:Over 200M tweets a day

December 2011:Over 845M active users

September 2008:

First Android phone launch

Now more than 3.6Bn images on Flickr

June 2009: Launch

March 2009: Launch

February 2010: Facebook mobile – 100M users

August 2010: Groupon is thefastest growing company of all time

December 2010: 100M usersjust 2.5 months after launch

April 2011:Valued at >$36Bn

June 2011: Launch

September 2011:QQ IM – over700M active users


TEXTUAL


MOTIVATIONAL54 countries37,600 respondents

SOCIAL 62 countries42,000 respondents

BUSINESS


VISUAL



The expanding Wave universe

Wave 1Australia

ChinaFrance

GermanyItaly

IndiaJapanKorea

MexicoPhilippines

RussiaSpain

UKUS

Wave 2Australia

BrazilChina

FranceGermany

GreeceIndiaItaly

JapanKorea

MalaysiaMexico

PakistanPhilippines

RussiaSingapore

SpainTaiwan

ThailandUKUS

Wave 3Australia

AustriaBrazil

CanadaChina

Czech RepublicDenmark

FranceGermany

GreeceHong Kong

HungaryIndiaItaly

JapanKorea

MexicoNetherlands

PakistanPhilippines

PolandRomania

RussiaSpain

SwitzerlandTaiwanTurkey

UKUS

Wave 4Australia

AustriaBelgium

BrazilCanada

ChinaColombia

Czech RepublicDenmarkEcuadorFinlandFrance

GermanyHong Kong

HungaryIndiaItaly

JapanKoreaLatvia

LithuaniaMalaysia

MexicoNetherlands

NorwayPeru

PhilippinesPoland

PortugalRomania

RussiaSingapore

South AfricaSpain

SwedenTurkey

UKUS

Wave 5Algeria

Argentina Australia

AustriaBahrainBelgium

BrazilCanada

ChileChina

ColombiaCzech Republic

DenmarkEcuador

EgyptEstoniaFrance

GermanyHong Kong

HungaryIndiaItaly

Ireland (ROI)JapanKorea

KSAKuwaitLatvia

Lebanon LithuaniaMalaysia

Mexico Netherlands

NorwayOman

Philippines Poland

PortugalQatar

RomaniaRussiaSerbia

SingaporeSlovakia

South AfricaSpain

SwedenTaiwan

ThailandTunisiaTurkey

UAEUK

UkraineUS

Wave 6Algeria

Argentina Australia

AustriaBahrainBelgium

BrazilCanada

ChileChina

ColombiaCroatia

Czech RepublicDenmarkEcuador

EgyptEstoniaFranceFinland

GermanyGreece

Hong KongHungary

IndiaItaly

Ireland (ROI)Japan

KSAKuwaitLatvia

Lebanon Lithuania

MacedoniaMalaysia

Mexico Netherlands

NorwayOman

Philippines Poland

PortugalPuerto Rico

QatarRomania

RussiaSerbia

SingaporeSlovakia

South AfricaSouth Korea

SpainSweden

SwitzerlandTaiwan

ThailandTunisiaTurkey

UAEUK

UkraineUS

Vietnam

62countries

41,738respondents


Welcome to Wave 6 – The Business of Social

• Social media remains at the top of the agenda for many brands. However, it is clear that as a medium for

marketers it’s still very much in its infancy. Popular measures of success, such as “Likes”, posts or Tweets, are no

more than proxies for other more meaningful brand objectives. In fact, by definition, setting these goals suggests

you may have already confined yourself to creating a one-dimensional social experience.

• Perhaps this is one reason why so many social media strategies look the same, using familiar platforms in

familiar ways to achieve similar goals. With Wave 6 we intend to address this challenge. Wave 5 – The

Socialisation Of Brands told us that people want vastly differing social relationships with brands. Wave 6 – The

Business Of Social tells us what these social relationships can deliver for brands. Do they make people

want to spend more time with the brand, do they make them feel valued as customers, or do they encourage

people to recommend the brand to others?

• Our research has revealed a deeply complex environment where different social experiences meet different

marketing objectives. An experience that drives brand advocacy in one category simply creates awareness in

another. An experience that encourages brand participation for one person does very little for someone else.

Knowing the value of an experience means we can build a social media strategy designed to meet a marketing

objective, rather than starting with how to exploit an existing social platform.

• We believe this knowledge is vital if we are to make social media a legitimate platform for the development of

brands.

SOCIAL MOVEMENTS


Growth in social networking has slowed

Global

51.4%

Wave 4Wave 3

45.1%

Wave 5

61.4%

Wave 6

65.2%

3 4 5 6

Wave:


Growth in social networking has slowed

USA33.1% 48.3% 58.1% 64.5%

China47.4% 51.4% 68.4% 68.9%

Russia64.8% 66.1% 79.8% 77.1%

UK53.4% 55.5% 58.6% 62.9%

India51.4% 62.8% 72.5% 67.1%

Italy24.0% 34.4% 53.9% 61.2%

Germany27.2% 36.6% 37.8% 53.1%

Brazil63.6% 53.9% 74.5% 74.3%

Spain29.9% 46.2% 55.5% 59.6%

France26.3% 43.4% 53.2% 53.5%

3 4 5 6

Wave:

QUESTION: “Thinking about the internet, which of

the following have you done in the last 6 months?

- Manage a profile on an existing social network

(eg: facebook.com)”

Some countries. like

Brazil, India, Russia, see

decline in how many

people manage social

media profiles


Serbian active internet users manage their profile

slightly less vs. WAVE5

Macedonia and Croatia are more involved in social

media than Serbia

Global

45.1% 51.4% 61.4% 65.2%

Wave

3

Wave

4

Wave 5 Wave 6

3 4 5 6

Wave:QUESTION: “Thinking about the internet, which of the following have you done in the last 6 months?

- Manage a profile on an existing social network (eg: facebook.com)”

Serbia MK CRO

77.4% 71% 87.4% 84.2%

Wave

5Wave

6

Wave 6 Wave 6


But as profile creation begins to plateau, active

management still grows

Upload a video clip to avideo sharing website

Watch video clips online Create a profile on a newsocial network

Manage a profile on anexisting social network

Visit a friend's socialnetwork page

49%

88%

75% 77%81%

Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6

QUESTION: “Thinking about the internet, which of the following have you ever done?”

Global average


Upload a video clip to a videosharing website

Watch video clips online Create a profile on a new socialnetwork

Manage a profile on an existingsocial network

Visit a friend's social networkpage

Watching video clips on line is the most popular

activity in Serbia

19%

91%

46% 71%76%

Wave 5 Wave 6


Serbia


People are spending more time than ever on social networks

With the youngest audiences we can see that social

networking is as prevalent as traditional media consumption

QUESTION: “Approximately how much

time did you spend consuming

the following media in the last 7 days?” -

Hours per week

Television

Radio

Magazines

Newspapers

Internet

Email

Social networks

Microblogging sites

Mobile phone

Blogs

Video sites

10

9

67

46

56

1313

77

7

9

56

8

10

67

Everyone

16-24 year olds

6

7

Global average

7


In Serbia active internet users spend more hours on internet

than TV and on mobile phones equally the same as TV

QUESTION: “Approximately how much time

did you spend consuming

the following media in the last 7 days?” -

Hours per week

Serbia

Television

Radio

Magazines

Newspapers

Internet

Email

Social networks

Microblogging sites

Mobile phone

Blogs

Video sites

6

5

2

3

8

6

1

5

4

4

1


20%

30%

40%

50%

60%

70%

80%

90%

Wave 12006

Wave 22007

Wave 32008

Wave 42009

Wave 52010

Wave 62011

% E

ve

r D

on

eFor the first time we are seeing a decrease in some

social platforms


Start my own

blog/weblogs

Read blogs/weblobgs

Visit a message

board/forum

Started a topic on a

message board/forum

Use instant messenger

Visit a photo sharing

website


Blogging: Declining or stabilising in many markets

QUESTION: “Thinking about using the internet, which of the following

have you used in the last 6 months?” - Read blogs / weblogs

3 4 5 6

Wave:

China74.9% 75.7% 79.6% 81.4%

Russia59.3% 54.6% 63.4% 52.4%

UK50.7% 41.3% 40.8% 45.5%

Brazil74.5% 70.9% 72.4% 67.9%

India62.2% 63.1% 63.3% 55.6%

Italy61.9% 51.0% 51.5% 51.7%

Germany35.2% 36.3% 29.6% 39.3%

Spain63.6% 55.9% 60.3% 55.8%

France45.6% 50.2% 46.7% 43.9%

USA45.6% 50.2% 46.7% 44.9%

Global

55.3% 60.6% 64.5% 63.2%

Wave 6Wave 5Wave 4Wave

3

Serbia MK CRO

76.6% 49.7% 64% 56.5%

Wave 5Wave 6

Wave 6 Wave 6


Microblogging is still rising but is yet to be fully understood globally

Serbia is slightly abandoning microblogging

QUESTION: “Thinking about using the internet, which of the following have you

used in the past 6 months? – Used a microblogging service (e.g. Twitter, Jaiku)”Global

14.9% 33.2% 42.9%

Wave 4

Wave 5Wave 6

4 5 6

Wave:

USA8.5% 18.8% 22.1%

China26.3% 53.1%

71.5%

Russia14.2% 19.9% 25.8%

UK6.4% 19.3% 62.9%

Brazil13.4% 43.9% 47.6%

India24.4% 45.5% 42.9%

Italy9.4% 11.1% 17.7%

Spain11.5% 19.1% 24.8%

Germany6.2% 7.7% 15.9%

France4.1% 8.8% 12.2%

Serbia MK CRO

23.2% 19.1% 34% 15%

Wave 5 Wave

6

Wave 6 Wav

e 6


Are we abandoning the brand website?

60%

65%

70%

75%

80%

85%

90%

95%

100%

QUESTION: “Thinking about using the internet, have you visited

an official company/brand website in the past 6 months?”

13% decrease

in 4 years on a

global level

Significant

decrease in

Serbia vs

Wave5


QUESTION: “Which of these online applications does a good job when you want to...”

0%

5%

10%

15%

20%

25%

30%

Meet new peopleStay in touch with

friends

Make contacts for work

Promote yourself

Learn something new

Share knowledge

Change opinions

Be creative

Express yourself

Make moneyHave fun/be entertained

Feel like you belong

Share new experiences

Earn respect

“Hang out” or waste time

Keep up to date

Explore the worldaround me

Manage my life better

Seek other people’s opinions

Forums

Photo/Video sites

Microblogs

Blogs

To get the most from social platforms we need to

know what they do best

Global average



0%

5%

10%

15%

20%

25%

30%


friends


Promote yourself

Learn something new

Share knowledge

Change opinions

Be creative

Express yourself




Earn respect


Keep up to date




In Serbia usage of microblogs and photo/video

sharing sites is significantly lower.

Key applications are blogs and forums

Forums

Photo/Video sites

Microblogs

Blogs



0%

5%

10%

15%

20%

25%

30%

Meet new people

Stay in touch with friends


Promote yourself

Learn something new

Share knowledge

Change opinions

Be creative

Express yourself




Earn respect


Keep up to date

Explore the world aroundme



Official brand websites

Forums

Photo/Video sites

Microblogs

Blogs

The brand website has specific strengths

Global average



0%

5%

10%

15%

20%

25%

30%

35%


friends


Promote yourself

Learn something new

Share knowledge

Change opinions

Be creative

Express yourself




Earn respect


Keep up to date





Forums

Photo/Video sites

Microblogs

Blogs

In Serbia brand websites have more strengths vs.

some other applications



0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Meet new people

Stay in touch with friends


Promote yourself

Learn something new

Share knowledge

Change opinions

Be creative

Express yourself




Earn respect


Keep up to date

Explore the world aroundme




Forums

Photo/Video sites

Microblogs

Blogs

Social networks

The social network dominates all

Global average



0%

10%

20%

30%

40%

50%

60%

70%

80%

Meet new people

Stay in touch withfriends


Promote yourself

Learn something new

Share knowledge

Change opinions

Be creative

Express yourself

Make money


Forums

Photo/Video sites

Microblogs

Blogs

Social networks

In Serbia the domination of social networks vs.

other formats is drastic


The power of the social network differs across the

world

Promote yourself

Japan

Share knowledge

Be creative


Earn respect

Explore the world around me

Learn something new

Make money

China

South Korea

Australia

Change opinions

India

Thailand

MalaysiaSeek other people’s

opinions

Belgium

Denmark

UK

CanadaUSA

Turkey

Hungary

Austria

Germany

Russia

Czech Republic

Sweden

Netherlands

Portugal

Mexico

Argentina

Spain Italy

Brazil

Tunisia

Algeria

Singapore

Egypt

Hong Kong

Philippines

South AfricaPoland

Lebanon

Norway

UAE

“Hang Out” or waste time


Meet new people

Have fun/be entertained


Express yourself

Keep up to date

Lithuania

KSA

Ukraine

Macedonia

Serbia

Latvia

Romania

Ecuador

Estonia

Slovakia

Stay in touch with friendsManage my life better

Croatia

Switzerland

Vietnam

Taiwan

FinlandIrelandGreece

Chile

Colombia

Puerto RicoQatar

Oman

Kuwait

Bahrain

France

QUESTION: “Which of these online applications [Social networks

e.g. facebook.com] does a good job when you want to…?” - By country

SELF-IMPROVEMENT

ENABLEMENT

FUN

CONNECTION


Learn

something

new

China

Change

opinions

UK USA

Russia

Tunisia

Algeria

EgyptLebanon

UAE

“Hang Out”

or waste

time

Feel like

you belongKSAKuwait

Bahrain

QUESTION: “Which of these online applications [Social networks

e.g. facebook.com] does a good job when you want to…?” - By country

And it explains much of the cultural context

SELF-IMPROVEMENT

ENABLEMENT

FUN

CONNECTION

Serbia

Croatia

Macedonia

WILL PRIVACY SLOW

SOCIAL?


People are concerned about the amount of personal data online

-6.8%

I am concerned about the amount of personal data

online

65%

GlobalFYRM

79%

Croatia

60%

Serbia

60%


People are concerned but also too attached

-6.8%

Social networks are integral to my social life

42.2%

Serbia

50%

GlobalFYRM

61.1%

Croatia

46.2%


And people are still sharing personal data

Message

friends

Update

my profile

Upload

photos

Find old

friends

Update

my status

Find

new friends

Used

live chat

Used a

“like”

button

Play

games

Display

my interests

Join

a group

Removed

Someone

from my

friend list

Join an

Interest

group or

cause

Upload

videos

Write a

blog

Affiliate

with or

become

fan of a

brand

Shared

Your

location

Make

Contacts

for work/

Professional

reasons

Purchased

something

Organise

events

Dating Join a

Celebrity

group

19% 19%21% 21%

27%

29% 30% 30%31%

38% 38%

43% 44% 44%

47% 47%

49%

52%

59% 59%

62%

64%

Global average

QUESTION: “What have you done with your social networking profile?,

amongst those who have used a social network in the past 6 months”


In Serbia, sharing personal data is not among top

activities, our first choice of activities is about

staying in touch with our friends

QUESTION: “What have you done with your social networking profile?,

amongst those who have used a social network in the past 6 months”

9%

13%

16%19%

22%

27%29%

34%

38% 38%40%

45%47%

48% 49% 49%

52% 53% 53%

58%

74%

78%

Message

friends

Update

my profile

Upload

photos

Find old

friends

Update

my status

Find

new friends

Used

live chat

Used a

“like”

button

Play

games

Display

my interests

Join

a group

Removed

Someone

from my

friend list

Join an

Interest

group or

cause

Upload

videos

Write a

blog Affiliate

with or

become

fan of a

brand

Shared

Your

location

Make

Contacts

for work/

Professio

nal

reasons

Purchased

something Organise

events

Dating Join a

Celebrity

group


0

10

20

30

40

50

60

70

80

Wave 32008

Wave 42009

Wave 52010

Wave 62011

SR Wave 52012

SR Wave 62012

Ave

rag

e n

um

be

r o

f p

eo

ple

But we are sharing with more people than ever before

QUESTION: “Approximately how many people do you stay in contact with

in your personal life through the following means?”Social networks

Instant messenger

Forum/Message board

My personal blog

Phone

Email

Face to face

Text message (SMS)

Post/Letter


China

USA

Brazil

Russia

GermanyUK

Mexico

France

Egypt

S Korea

Japan

Canada

Italy

Spain

Turkey

India

Poland

35%

40%

45%

50%

55%

60%

65%

70%

75%

50% 55% 60% 65% 70% 75%

% a

gre

e s

oc

ial n

etw

ork

ing

is

an

in

teg

ral p

art

of

my

so

cia

l li

fe

% agree concerned about the amount of personal data that goes online

Social networking

more important

Serbia

FYRM

Croatia

Sharing personal data is an accepted risk

Privacy more

important

QUESTION: “Please indicate how much you agree (definitely or tend to) with the statements [I worry about

missing out on something if I don’t visit my social network] vs. [I am concerned about the amount of personal

data that goes online]” amongst those who have created a profile on a new social network.

Size of bubble represents size of audience

Size of bubble represents size of audience

THE POWER OF SOCIAL


The value of social experiences

• A word that is frequently used in social marketing is ‘Engagement’, often when citing the

power of social media and the opportunity it brings for marketers. There is nothing wrong

with this; it’s a worthy ambition for a brand to try to engage with their consumers. The

problem is that engagement is essentially a meaningless term. It could mean

anything or everything and is really just used as a proxy for more meaningful brand

objectives. With Wave 5 – The Socialisation Of Brands we asked some fundamental

questions: do consumers want a social relationship with brands and if they do what kind

of relationship do they want? This information has allowed UM to guide clients in the

social space by understanding the needs of the consumer first and foremost.

• With Wave 6 – The Business Of Social we have taken things a step further. Not just

understanding the social experience that consumers want but also, crucially, defining the

marketing value that these experiences can deliver to brands. This means we can not

only identify the right experiences but also those that best meet our marketing

objectives. The results of this research have truly been surprising and allowed us to

further understand the incredibly diverse world of social media. Also, in the space of

social CRM, the results have some profound things to say about how brands connect

with consumers to create the most compelling experiences of all.


We think about social experiences first

I want no interaction

Access to news about new developments

Discount vouchers

Access to fun and entertaining content

An opportunity to learn something new

A personal response to my issues/complaints

Access to unique sponsored events or competitions

An opportunity to develop my skills

The ability to communicate and share experiences with others

Tools to help me express my creativity and make something worth sharing

To be part of a brand community

The ability to influence product developmentHIGH INVOLVEMENT

LOW INVOLVEMENT


Social needs vary by category….

QUESTION: “Thinking about companies that make HEALTH AND BEAUTY products, which of the following

statements describes the kind of interaction you want with these companies?”

0.0 %

5.0 %

10.0 %

15.0 %

20.0 %

25.0 %

30.0 %

35.0 %

40.0 %

45.0 %

Access to latest news & new productlaunches

The ability to contact companies &influence new product development

An opportunity to learn more abouthealth and beauty

An opportunity to develop andimprove my skills

The ability to communicate andshare experiences with other health

& beauty consumers

Tools and help to express mycreativity and share with others

A personal response to myissues/complaints

Access to fun and entertainingcontent e.g. videos, games, music

etc.

Access to health & beauty events orcompetitions to win products or

services

Discount vouchers for health &beauty products & services

To be part of a brand community

Health &

Beauty


How we define the value of social experiences

Giving you a detailed understanding EDUCATION

Making the company more desirable DESIRE

Making you feel closer to the company SEEK MORE

Encouraging you to try TRIAL

Encouraging you to buy TRANSACTION

Making you feel valued as a customer COMMITMENT

Makes you want to spend more time with the brand INVOLVEMENT

Encouraging you to recommend to others RECOMMENDATION

AWARENESSLetting you know about the company


And these experiences deliver very different

outcomes

QUESTION: “Thinking about the interactions that you have indicated you would like to

have with companies that make health and beauty products, which interaction is best…?”

0.0 %

10.0 %

20.0 %

30.0 %

40.0 %

50.0 %

60.0 %

70.0 %

Discount vouchers

To learn more abouthealth and beauty

The latest news &product launches

Health &

Beauty


The same experiences deliver different outcomes

by category

QUESTION: “Thinking about the interactions that you have indicated you would like to have with health and beauty

companies and with companies that provide services in travel and holidays, which interaction is best…?”

0.0 %

5.0 %

10.0 %

15.0 %

20.0 %

25.0 %

30.0 %

35.0 %

40.0 %

45.0 %

50.0 %

The ability to contact

travel companies and

influence product

development

The ability to contact

health and beauty

companies and influence

product development


This means we can start with an objective

QUESTION“Thinking about the interactions that you have indicated you would like to have with travel companies,

companies that make health and beauty products, companies that are involved in the fashion industry and

companies & artists that make & distribute music, which interaction is best…?”

Access to

news about

music, artists

& music

events

Music

“Make me feel closer to the company”

Access to the

latest offers &

discounts on

holiday &

travel

Travel & Holidays

An

opportunity to

learn more

about health

and beauty

Health &

Beauty

Free money off or

discount

vouchers

Fashion


0%

10%

20%

30%

40%

50%

60%

The most powerful social experience?

QUESTION: “Thinking about the interactions that you have indicated you would like to have

with companies in these categories, [A personal response to issues and complaints] is best at…?”

Travel

Movies

Health & Beauty

Fashion

Luxury

Telecoms

Computer hardware


The Power of Social Experiences

• A key element for making the social network platforms accountable tools for marketers is

being able to evaluate the value they bring to brands. This effort begins with

understanding the intrinsic values of the social media platforms and the power of the

experiences they can deliver. Wave 6 – The Business Of Social has begun to answer

this question and now allows UM and Fastbridge to plan social strategies from the

starting point of brand or business objective. We think this is an important step towards

using social media in a more focussed and value driven way.

• This approach also has implications for social CRM. Social media platforms, such as

Twitter, are incredibly powerful tools for customer feedback. Using them in pro-active

way to deal with problems very quickly is a proven and powerful driver of loyalty.

However, responding quickly isn’t always easy and many marketing teams require input

from many other areas of the organisation before dealing with a problem. This suggests

that a social media strategy should not just be the sole domain of the marketing

department, but rather part of a company wide effort including legal, PR, customer

support and others. This requires commitment and investment but our research has

shown that those brands that accomplish this will benefit greatly.

CONNECTING WITH SOCIAL

EXPERIENCES


Mobile phone

DesktopPC

Laptop/Notebook

PortableMp3 / video player

SmartphoneGamesConsole

PortableGamesConsole

Internet-Connected TV

Tablete-bookReader

0%

10%

20%

30%

40%

50%

60%

70%

0% 10% 20% 30% 40% 50% 60%

% O

wn

Devic

e

% Use Device to Go Online

Global data : PC, laptop and mobile devices still the

main way to connectQUESTION: “Which devices do you own and which have you used to access the

internet in the past 6 months?” - Size of the bubble represents % who own device.


People in Serbia now have many ways to connect

with the internet

0

1

2

3

4

5

Own Have used to access theinternet

4.5

3.4

QUESTION: “Which devices do you own and which have you used to access the internet in the last 6 months?”

Average number of devices owned and used to access the internet

Laptop /

netbook

PC

Smartph

one (eg:

iPhone)

Mobile

phone

Portable

MP3 /

video

player

Desktop

PC

Tablet

device

(eg:

iPad) E-book

reader

(eg:

Kindle) Games

console

Portable

games

console

Broadba

nd

Wi - FiOther


Mobile phone

DesktopPC

Laptop/Notebook

PortableMp3 / video player

Smartphone

GamesConsole

PortableGamesConsole

Tablete-bookReader0%

10%

20%

30%

40%

50%

60%

0% 10% 20% 30% 40% 50% 60% 70%

% O

wn

Devic

e

% Use Device to Go Online

In Serbia PC and mobile devices are the main way

to connectQUESTION: “Which devices do you own and which have you used to access the

internet in the past 6 months?” - Size of the bubble represents % who own device.


In Serbia PC remains the most versatile internet enabled

device, although we can start to see the areas where

smartphones are being increasingly used

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Read blogsPost/write on a blog

Upload photos to photo sharing site

Watch video clips online

Shared a video with a friend

Download a podcast

Download video podcast

Managed a social network profile

Visited a friend's social network page

Used instant messenger

Visited a company/brand website

Used search engine

Wrote/sent a message on microblog

Read a message on microblogVisited a forumSent a text message

Downloaded & used an app

Used a cloud-based musicreccommendation service

Take part in multi-player game online

Visited a professional social network

Joined an online community

Made a purchase

Watched live TV

Searched for a location

Read a digital newspaper/magazine

Read a book

Shared your location via location-based social network

Browsed the internet

Joined a group buying community

QUESTION: “Which activities have you carried out using each device in the past 6 months?”

E-book reader

(eg: Amazon kindle)

Laptop /

notebook PC

Desktop

PC

Smartphone

(eg: iPhone)

Tablet

(eg: iPad)

Mobile

phone

Games

console

Portable MP3

/ video player

Portable

games

console


Globally we can see that smartphone penetration is

growing rapidly

% own a smartphone

>60%

50-60%

40-50%

30-40%

<30%

38% 37%

43%

59%

28%

8%

62

%

40%

2

0

%

37%

2

9

%

23%

28

%

45%

35%

27

%

37%

44%

53%

42% 39%22%

27%

9%

33%47%

40%

25

%

18% 43%

44%

67%

43%

43%

34%

38%

37%59%

61%22%

44%

38%

41%

42%

24%

34%11%28%

45%45%

26%37%

36%

20%25%

29%

36%

16%

24%

34%45%

31%

11%

QUESTION: “Which of the following devices do you own?” Smartphone (e.g. iPhone, Blackberry etc.)

Serbia 11.30%

FYRM 30.30%

Croatia 31.20%


And tablet penetration slowly catching up

18% 19%

14%

33%

10%

5%

11%

11%

2

0

%

15%

2

9

%

5%

34

%

16%

12%

12

%

12%

14%

12%

11% 13%11%

4%

21%

17%

12%

10%

8% 20%

20%

28%

19%

12%

22%19%

17%32%

16% 8%

14%

11%

14%

11%

6%

8%2%

6%

10%18%

12%37%

9%

6%

5%

5%

5%6%6%

6%11%

12%

14%

11%

% own a tablet device

>20%

15-20%

10-15%

5-10%

<5%

QUESTION: “Which of the following devices do you own?” Tablet device (e.g. iPad, Samsung Galaxy etc..)

Serbia 1.20%

FYRM 6.60%

Croatia 9.60%


Connecting devices to experiences

QUESTION: “You have indicated you own these devices,

which of these devices do you think does a good job when you to…”

INFORMATION

ACTION

FUN

ORGANISATION

Laptop/Netbook P.C.

e-book Reader

SmartphoneInternet

Connected

TV

Portable Games Console

Desktop

P.C.

Tablet device

Learn Something

New

Portable

mp3/video

player

Games Console

Get Something Done

Find My Way

Manage My

Life

Research

Something

Thoroughly

Make a Purchase

Ward Off Boredom

Relax

Socialise With Others

Organise

Something Read Content

Explore the World

Around Me

Have Fun/ Be

Entertained

Play a Game

Access

Information

Quickly

Be Creative

Watch

Content

“Hang Out” or

Waste Time

Mobile Phone

THE IMPACT:SUMMARY


The impact: summary

• Our research shows that social experiences can be very powerful, creating

strong connections with the consumer. However, it also shows that knowing this

is not enough. We also need to understand the value that these bring. These

experiences need not be complicated. The consumer is often the most powerful

advocate and ally of a brand: Wave 6 - The Business Of Social demonstrates

that even simply responding to a customer’s problems creates more loyalty and

advocacy than any reward programme could.

• So do not spend time and investment on a social experience that you don’t

know it’s value of or doesn’t meet your brand’s challenges. It’s necessary to

look at both the consumer’s needs and your own objectives if you are to build

something that not only connects to the consumer but also helps build value for

your brand.


“Is Social Media working for you? Or

are you working for Social Media?”

THANK YOU

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