nielsen online wom uk presentation key trends for riding the wave of social media

© 2009 The Nielsen Company

www.nielsen-online.com / www.nielsen.com

Key Trends for Riding the Wave of Social Media

WOM UK

May 28th 2009

Alex Burmaster, Communications Director, EMEA

[email protected]



Agenda

• Footprint

• Behaviour

• Audience

• Success Stories



Nielsen Online is the ONLY service that can help you do ALL these things:

1. Understand who audiences are, where they go

and how they behave

2. Find out who is placing advertising, how much of

it, where and the creative they use

3. Measure how effective your advertising

campaigns are

4. Learn what consumers say and share online and

how to take advantage of it

5. Measure how visitors navigate through your

website including video consumption

6. How online fits into the overall media mix

May 29, 2009



Social Media in context…popularity

Rank SectorUK Unique Audience

March 2009

UK Unique Audience

March 2008YoY growth

1 Search 33.5 30.0 12%

2General Interest Portals &

Communities 31.6 26.9 18%

- CGM/Social Media* 28.2 23.0 23%

3 Software Manufacturers 26.6 23.5 13%

4 Member Communities 26.2 20.5 28%

5 E-mail 24.8 19.1 29%

3*CGM is a custom category and doesn’t

correspond directly to an official Nielsen

Online subcategory

Source: Nielsen Online, NetView, Home & Work, including applications, March 2008 – March 2009

May 29, 2009



Social Media in context…reach

Source: Nielsen Online, NetView, Home & Work, including applications, March 2008 – March 2009

4*CGM is a custom category and doesn’t

correspond directly to an official Nielsen

Online subcategory

90%

84%

76%

71%

70%

66%

65%

61%

61%

61%

58%

10%

16%

24%

29%

30%

34%

35%

39%

39%

39%

42%

Search

General Interest Portals & …

*CGM

Software Manufacturers

Member Communities

E-mail

Internet Tools/Web Services

Mass Merchandiser

Current Events & Global News

Videos/Movies

Multi-category Entertainment

% Visiting % Not Visiting

% of Active UK Internet Population Visiting Most Popular Sectors

May 29, 2009



Causing a continental shift in time spent…

Percentage Point Change in Allocation of UK Internet Time

Source: Nielsen Online, Custom Analytics, Home & Work, including applications, March 2008 – March 2009

5May 29, 2009

5.5%

-0.1% -0.1% -0.4% -0.5%-1.7%

-2.8%

-3%

-2%

-1%

0%

1%

2%

3%

4%

5%

6%



…now accounting for almost a fifth of Internet time!

How UK Internet Time is Allocated

Source: Nielsen Online, Custom Analytics, Home & Work, including applications, March 2008 – March 2009

6May 29, 2009

Content30%

Communications20%

CGM18%

Entertainment17%

eCommerce7%

Search4%

Videos/Movies3%



Agenda

• Footprint

• Behaviour

• Audience

• Success Stories



The most popular social media sites

May 29, 2009 8

Rank SiteUnique Audience

Apr 09 (millions)

Unique Audience

Apr 08 (millions)YoY Change

1 Facebook 18.2 10.2 79%

2 YouTube 15.9 11.6 37%

3 Wikipedia 12.6 8.9 42%

4 Blogger 7.0 5.2 35%

5 Yahoo! Answers 5.7 3.5 65%

6 MySpace 4.9 4.7 4%

7 Bebo 4.1 4.5 -8%

8 WordPress 3.2 2.0 60%

9 BBC Communities 3.0 1.8 68%

10 TripAdvisor 2.9 1.7 70%

Source: Nielsen Online, NetView, Home & Work, including applications, April 2008 – April 2009


www.nielsen-online.com / www.nielsen.com9

% of Active UK Internet Population Visiting Most Popular Social Media Sites


The most popular social media sites…in context

49%

43%

34%

19%

16%

13%

11%

9%

8%

8%

51%

57%

66%

81%

84%

87%

89%

91%

92%

92%

Facebook

YouTube

Wikipedia

Blogger

Yahoo! Answers

Myspace.com

Bebo

WordPress.com

BBC …

TripAdvisor

% Visiting % Not Visiting

May 29, 2009



Retention can be an issue…

% of UK February 09 Audience retained in March 09

Source: Nielsen Online, NetView, Home & Work, including applications, February 209 – March 2009

10

84%74% 70%

63%56% 53%

46% 45% 45% 45%

16%26% 30%

37%44% 47%

54% 55% 55% 55%

Lost

Retained

May 29, 2009



…don‟t forget that audiences overlap…

May 29, 2009 11

68% 30%

16% 22%

24% 77%

Source: Nielsen Online, NetView, home & work data, including applications, March 2009

Audience Overlap



…and there is a big opportunity through mobile

May 29, 2009 12

Source: Nielsen Online, Mobile Media View, Q2 2008 – Q1 2009

Britons visiting Social Networks through their mobile phone (millions)

1.1

1.9 2.02.1

0.0

0.5

1.0

1.5

2.0

2.5

Q2-08 Q3-08 Q4-08 Q1-09



Agenda

• Footprint

• Behaviour

• Audience

• Success Stories



35-49 Year Olds Fastest Growing Audience…

Increasing Unique Audience to Member Community Sector (000s)

14May 29, 2009

333129

1,334 1,248

311

549

165

1,103

855

152

0

500

1,000

1,500

2,000

2,500

2 - 17 18 - 34 35 - 49 50 - 64 65+

Female

Male




…consequently, audience is becoming older…

Changing Composition of Member Community Audience

15May 29, 2009

-0.1

-3.9

2.1 2.7

0.40.8

-4.4

0.71.3

0.3

-10.0

-8.0

-6.0

-4.0

-2.0

0.0

2.0

4.0

2 - 17 18 - 34 35 - 49 50 - 64 65+

Female

Male




…but 18-34s are still dominant (just)

Composition of Active Unique Audience to Member Community Sector

16May 29, 2009

5.7%

14.6% 14.8%11.4%

3.8%

6.3%

16.7% 15.5%

9.6%

1.7%

0%

5%

10%

15%

20%

25%

30%

35%

2 - 17 18 - 34 35 - 49 50 - 64 65+

Female

Male

Source: Nielsen Online, NetView, Home & Work, including applications, April 2009



Agenda

• Footprint

• Behaviour

• Audience

• Success Stories



Source: Nielsen Online, BuzzMetrics, September 2008 – December 2008

Advertising is in trouble…

May 29, 2009

Brand Association Map™



Source: Nielsen Online, BuzzMetrics, December 2008.

…so listening to Buzz helps improve strategy…

May 29, 2009

UK Social Network Activity



Source: Nielsen Online, AdRelevance and NetView, UK, 2008

…such as attracting advertisers

May 29, 2009

UK Social Network Activity – Audience and Advertising

0.36 1.51 1.37



1. Toyota is only

brand mentioned.

2. Many consumers

describe the different

ways one can lead an

eco-friendly lifestyle,

such as buying

organic or driving a

hybrid car.

3. Consumers

explain the features

of buildings/homes

that use eco-friendly

construction.

21May 29, 2009

Understanding key consumer associations to a topic

Brand Association Map™


www.nielsen-online.com / www.nielsen.com22May 29, 2009

Problem: Potentially critical issue on best-

selling car, post-delivery.

Solution: NBZM identifies affected Camry

Owners “complaining” online, analyzes

commentary.

Action: Proactive online communication and

transparent customer service response.

Result: “We’ve saved customers, we’ve

improved products and we’ve strengthened

loyalty because of this effort.”

- Bruce C. Ertman, Corporate Manager,

Toyota Motor Sales

Threat Tracker: Toyota Reaches Out to Support Sales



Buzz Audit: Counter-Culture Company Success

Situation: Niche car manufacturer worries

that its products have become too

mainstream.

Solution: NBZM analyzes consumer

sentiment toward the company‟s new car

designs and media campaign.

Action: Research concludes that the brand

positioning and campaign resonate well with

the target demographic

Result: Company remains confident in this

niche space.



Influencer Audit: Luxury Cruise Company Enlists Fans

Situation: A luxury cruise line company is

launching a new ship and needs help getting

the word out.

Solution: NBZM identifies the most vocal

cruise line enthusiasts in online communities.

Action: Cruise line company invites these

enthusiasts to be the first passengers on this

ship‟s maiden voyage.

Result: Vocal enthusiasts return to their

online communities and give firsthand

accounts of the ship‟s features, qualities.



Efficiency: Financial Institution Mines for Insights

Situation: A national financial institution uses

a staff of 13 to manually categorize 6 million

inbound customer feedback emails per year,

but only 15% are actually bucketed and

analyzed. The financial institution does not

feel it has a clear picture of their customers‟

needs and concerns.

Solution: NBZM applies a data mining and

natural language processing solution to

categorize the client‟s 6 million inbound

emails into nearly 100 distinct buckets.

Result: The client is now able to analyze

100% of inbound customer feedback emails

and can do so with a staff of two. The client

is now confident in its ability to analyze a full

complement of consumer feedback.



Consumer Insights: PfizerSituation: Pfizer was concerned that press coverage could

have seriously undermined public confidence in one of

their leading brands. They knew CGM was a potentially

rich source of unprompted patient insight, but thought that

online research would be off-limits to the pharmaceutical

industry because of regulatory guidelines.

Solution: Nielsen worked in partnership with Pfizer and

DSG to develop a novel methodology that didn‟t

compromise European healthcare laws or research quality.

Results: 1) Immediate ROI by demonstrating that a potentially expensive marketing program

wasn‟t necessary

2) Broke down a company barrier to the use of such research – by simple means of creating a

flexible and sympathetic research process – now used across other brands & countries

3) Pfizer was so happy with the work that they submitted the collaboration to the British

Healthcare Business Intelligence Association‟s BOBI awards, where Nielsen was granted first

prize for „Most Innovative Approach‟ for “a smart, innovative, cost effective piece of research,

which demonstrated the business impact and could be used elsewhere in the business.”

4) One major website identified that attracted a lot of chat but wasn‟t previously on Pfizer‟s

media plan for branded patient support advertising

5) Bringing new light to the ongoing understanding of ALL areas of drug products and uses



Shameless plug about listening…

May 29, 2009

―Nielsen BuzzMetrics delivers a market leading listening platform that includes

sophisticated sentiment analysis capabilities, strong international coverage and

multilingual support…the re-write of the reporting and user interface —

My BuzzMetrics — extends its market leadership.”

The Forrester Wave™ Listening Platform, Q1 2009 Report



Nielsen Social Media Resources

For more information contact:

Brad Little

[email protected]

020 7014 0590

Or

Alex Burmaster

[email protected]

020 7014 0590

May 29, 2009 28

mailto:[email protected]

mailto:[email protected]

nielsen online wom uk presentation key trends for riding the wave of social media

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