Social Media Spotlight NL L E A R N I N G S 2 0 1 2 F O R 2 0 1 3

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Background study

Social Media Spotlight is a Millward Brown multi-client research, which is being conducted to study and assess

the status quo of social media usage and attitude (here in The Netherlands).

Respondents were recruited by SSI via multiple -independent- sources (combining the control of panels and the

scope of the Internet) and multi faceted (mobile, tablet, desktop) sampling (net sample: N=5212).

We elaborated on Social Media as a general principle plus we discussed in detail the Buzz 5. These are the 5

platforms that brought the most rumor and/or activity in 2012 (Facebook, Twitter, YouTube, LinkedIn, Google+).

Our large sample enabled us to assign respondents – aside from a general part – fully to in-depth questionnaires

about one specific platform.

The online survey for Spotlight 2012 was completed between 25th April and 10th May 2012.

This research study has been conducted in accordance with the rules of conduct of Millward Brown and

the ISO 20252-certificate which we possess, and also the MOA-terms of delivery. Our Corporate Social

Responsibility and Code of Business Conduct are mentioned on www.millwardbrown.nl

For further information on or participation in Social Media Spotlight 2013, please contact Yob Dippel (Director

Digital & Social Media) via yob.dippel@millwardbrown.com or m: +31(0)6 51 32 56 50.

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“The most reliable way to anticipate the future

is by understanding the present”

- John Naisbitt -

YOU & I P E O P L E O N S O C I A L M E D I A

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Social Media perception W H AT ‟ S O U R S TA N D

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Pretty happy Campers

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People grown to value the benefits that Social Media currently provide.

People are quite comfortable with the way they act now on Social Media.

There is no evident need for more or better.

Although the majority understands that the scope of Social Media

is (much) bigger than what they use and are familiar with,

people do not feel they are missing out on important things.

Few express a desire or intent to lower their use (11%).

We feel comfortable

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General perception:

Social Media does not have a significant influence on my real life

how you act yourself determines your

privacy and

security vulnerability

What we believe

Social Media are products

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In a broad definition of Social Media the potential target group is pretty much everyone online.

Overall, people tend to think more in terms of „products‟ than in an organic process, despite

the fact that in the end (and also in the beginning) this is what Social Media is all about.

WHAT BELONGS TO SOCIAL MEDIA ACCORDING TO PEOPLE?

◄ We agree

We disagree ►

Social Media: any online platform or channel for user generated content.

However, profile sites such as Facebook and Google+ are the quintessence of Social Media.

Social Media demographics H O W D O W E P R O F I L E

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Meet mr. Jones on Social Media… and his son

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Age 35-54

Steady job Not single, living w/others

middle education

1-4 hrs/week on Social Media

During the evenings

At home

Relative differences: • More time, more different moments

• More increase in usage past 6 months,

but expect more decrease in usage

near future

Facebook, Twitter & YouTube more popular

More active: both marking, posting, reacting & discussing

Wider variety of activities / person

Youngsters

No big surprises

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YouTube, Marktplaats and

Facebook by far most visited by

Social Media population in NL

still very small in NL in 2012,

with 9% being occasional visitors

General popularity (any visit)

Visit frequency (at least monthly)

(49%) (55%) (39%)

(62%) (69%) (43%)

Profiles monthly+ visitors

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AGE

AGE

AGE

AGE

AGE

Average: 55%

72% 16-34 years

62% females

57% middle educated Average: 4%

6% males

5% higher educated

Average: 16%

28% 16-34 years

19% higher educated

Average: 49%

64% 16-34 years

53% males

53% higher educated

Average: 13%

17% males

27% higher educated

55% of people on Social Media visit Facebook at least monthly

53% of higher educated people visit YouTube monthly+ (relatively higher portion

since average is 49%)

Social Media attitude H O W D O W E F E E L

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Not every fan is the same

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Social media use and online behaviour can be explained in various ways.

Attitude is a major determinant. Attitudinal attributes and behaviours are sometimes logically related,

but it doesn‟t always correspond...

There is more to the behavioural picture than meets the eye.

In the Netherlands, 5 homogeneous Social Media

attitudinal segments can be distinguished.

All these segments are of comparable size.

Social media users can be plotted by 2 core attitudinal dimensions:

to what extent are people

receptive to the opportunities

of Social Media

to what extent do they indicate

that there‟s a

deeper feel to their participation

on Social Media

5 different stereotypes

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Experienced

•Social Media Integrated in life

•Willingness to explore, open to brands

•Impulsive and pro-active in actions

Involved

•Active within comfort zone, at home

•Concentrate on personal content

•Sceptical on brands

Passive

•Low belief in potential, feel it is overrated

•Low interest, no dynamics in profile

•Mostly impulsive, not planned

Efficient

•Looking for ROI, searching for benefits

•Personal if it serves the purpose

•Open to brand benefits, not to social interaction

Defensive

•Forced feeling (only way, better)

•Limited interest & belief (deadlock)

•Hold back on personal content

Social Media activity H O W D O W E A C T

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Smile, you’re on Social Media

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Voicing negative emotions or comments in posts is not popularly done,

and neither is reacting to these.

„don‟t take it all too seriously‟ seems to be the motto of Social Media users.

Moreover, very practical content, opinions and news-related posts lead to

the fewest reactions on Social Media.

Instead, expressions of agreement, humour and

content that express personal interests

characterise the nature of Social Media.

Limited dynamics

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Across age-groups, there's a vast variety in content features (both in posting and reacting) and diversity in motivations cited for augmenting one’s social community.

Generally, the youngest are

the most enthusiastic and

undertake the widest variety

of activities on Social Media.

Getting in the purchase game

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The role of Social Media in making purchase decisions is still fairly limited,

but it is present in purchase decision funnels.

Influence in the purchase of electronics

is slightly higher than for purchasing

services or smaller products.

Social media is currently most influential

in the purchase of electronics.

In this context, consumers most value

the opinion of experts

around 13% on average decisions

Platform identities Z O O M I N G I N O N T H E B U Z Z 5

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Zoom in for a reason

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The buzz 5 sites tested clearly exhibit individual identities and „user rules‟.

One (inter)acts differently on twitter

than on Facebook,

and Google+ is also not (yet)

the same

as the latter.

In addition, if a video is posted on YouTube,

the reasoning behind this

is not per se the same as

that behind the posting of a video elsewhere.

Intens & private

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Facebook and runner up twitter lead the pack

when it comes to the label „intensive usage‟.

All buzz 5 platforms score >50% for at least regular usage.

LinkedIn has the lowest score for intensity of usage.

Overall: very strong focus on using platforms privately

Exception: LinkedIn much more in balance private/business

But: only 9% uses it

just for business purposes

underlines the importance of

personal (i.e. career)

even for business platform LinkedIn.

Posting yourselves

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Facebook and Twitter both lean heavily towards

content pertaining to the members‟ personal lives.

YouTube and LinkedIn score high on explorative activity

which is often goal-oriented.

Placing actual posts (updates, uploads) is far less popular here

The reasons for posting on Twitter are

the most broad (divers)of all platforms;

A remarkable finding is that people on Google+ are

strongly motivated to inform others with their posts.

This rates only second after entertaining and daily sharing.

This is very different from Facebook

Building an audience

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The use of Google+ has been labelled less personal.

The question remains as to whether this is by choice

or based on available circles.

It is also difficult to explain why people tend to be

more selective in building their Google+ network.

Also significantly different from Facebook.

You start, I’ll follow

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Reacting is done more often than marking posts (liking, tagging, etc.)

REACTING (text) is more popular than posting

Reacting to other people‟s posts is

the second most common practice

on Facebook and Google+ (after reading)

Video (rich content!) scores low for something to react to.

Check-ins are quite popular to post ► Reactions to check-ins occur seldom.

Humorous posts trigger the most reactions; especially true for more personally oriented platforms

Facebook users are more inclined to react to inspiring posts

Practical messages receive more reactions on Google+.

News items are most well-received and reacted upon on twitter.

LinkedIn users will react most often to practical posts and news updates.

Do I know you?

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The senders to whom Social Media users react differ greatly per platform.

Google+ and twitter show somewhat more

potential, but all in all,

the tendency to react to brands remains low

Reacting to brands occurs the least on

Facebook and LinkedIn

Reacting to YouTube posts does not

require a personal bond

with the sender at all.

Twitter is then somewhat less personal:

more than half of the people also react

to others whom they do not know personally

or whom they do not know at all.

Users of Facebook are most strongly

oriented towards people they know.

BRANDS & YOU B R A N D S O N S O C I A L M E D I A

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brand connection S TA R T I N G P O I N T

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Business as usual

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People don‟t feel „forced‟ to connect to brands. About 60% doesn‟t connect.

People expect brands to be present on Social Media

and they are generally accepting of it.

It is too big to ignore and not get involved, but this opinion is NOT VERY MARKED.

But: brand presence on the big platforms is relatively high. And recent figures show that Social Media budgets have increased another 30% last year.

Brands participate in Social Media for commercial reasons is common belief.

To be connected..

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Young people are generally connected with many more brands than older consumers.

In order to connect, brands must

convince people every time of their

good intentions

or alternatively, by making

interesting offers.

Brand connection is based on

expected benefits or

already existing affinity

..Or not to be connected

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Brand access has been substantially improved through Social Media;

people‟s interest in brands has remained fairly the same.

One of the main reasons for not connecting is

the perceived „PUBLIC‟ NATURE of the sender

especially a reason on

Main impediment for brand dialogue is not what they do But who they are

Brand new business

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Within this context YouTube has online the least ‘attachement’

with existing offline brand relations

Within this context Twitter has online the strongest ‘attachement’

with existing offline brand relations

There is no natural connection between the online and offline relationships. More than half of the brands that people are connected with online have no offline reference of any kind

Prosperous learning for brands: Social media offers a new angle for prospects. Offline connection is not a prerequisite for an online connection

Apparently, online connections can originate solely in a communication context

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Q: How many of the brands you are ‘connected’

with online, do you also consider yourself

to be an offline client/consumer of?

Every pot has its lid

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Certain categories of brands incite more or less connecting appeal on one platform than the other.

This might also be a good explanation for why a substantial group prefers brands to be active on multiple platforms.

This illustrates the variety of motivations

individuals have in participating on the

various platforms they have joined.

Overall winner Twitter scores high on more ‘technical’ type of brands.

LinkedIn weighs in heavily on finance and has best fit w/services, but scores relatively poor on most other categories

YouTube members link relatively often with telecom/multimedia and media brands.

Facebook does much better on the daily brands, such as shops, food & drinks and health & beauty.

brand interaction N E X T S T E P

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From connect to interact

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In general, interaction with brands is predominantly practical, not engaging.

Like brands, people assess their efforts towards brands based on their ROI.

Presently

True interaction with brands

seems almost nonexistent.

Reacting

Sharing

Discussing

Commenting

Co-creating

Being connected(fans, followers, etc.) remains an important basis

but this does not guarantee engagement or interactivity.

The correlation between „being in‟ and „being into‟ is not very strong.

Buzz 5 Interaction profiles

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Among females and young people, the proportion having brand connections is greater.

Most of the brand connections are on Facebook .. more than half of the Social Media users having

some type of connection with a brand here.

.. but they have lowest proportion of people truly (inter)active

with the content of connected brands.

60% = inactive!

YouTube and LinkedIn

generate the fewest

connections with brands

75% of those with a

LinkedIn account have

no brand connections

whatsoever.

Relatively many people indicate they have

connections with brands on LinkedIn for reasons

other than the content these brands produce

The willingness to

read brand content

on twitter

is the highest

of all 5 platforms.

Some credits

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Content should not annoy or clutter, but the

brands with which one connects are not being

punished severely for underperforming (yet)

About half of the consumers has never terminated their relationship with a brand on Social Media.

People on Twitter are the least loyal; approximately ¾ of twitter members have disconnected with a brand.

The most important reasons here

for disconnecting with a brand are:

: an overload of content

: overcommercialisation

Young people are generally more sensitive to these arguments.

Brands still get some slack,

even when offer has been

somewhat pallid.

BUT:

Inactivity as main activity

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There is a strong tendency to do nothing with the brand connection or -content.

Lack of time is also cited as a reason,

especially in the context of

The main reason for not doing anything with the content is that

people are generally not very active with content,

and so this is also true of brand content.

around 60% does nothing

with the content they receive

from connected brands.

Twitter is most positive here, but still 43% is not paying

any attention to their connected brands on this platform

Scores on passive interaction are low but are

outright poor on active interaction.

Passiveness as big #2

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On Facebook the messages that trigger

the most reactions to brands are new products,

direct questions, special offers and existing products.

Brands are not persons,

which is still a main reason

for passiveness towards a brand

once people connect with it.

Furthermore, to explain passiveness

people relate that their overall interest

in brands offline and online is low.

Another reason is that brand content is

not considered interesting enough

to merit becoming more active

But: content is not always king. Motivations may go deeper.

The second very best

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Overall, the ways in which consumers

prefer to be addressed by brands are

via email

or via the brand website

Classic television is now only considered most suitable for new product announcements.

Social media are almost never considered as preferred communication channel.

However, a broad group agrees that Social Media could be very well used as

an optional channel for most types of information. It is e.g. the most suitable back-up for the announcement of events and contests.

Relatively the least Social Media potential as a channel is been given to

providing practical information and behind-the-scene impressions.

Email (newsletter) is considered particularly appropriate

for special offers, benefits, discounts and contests

the brand website is ideal for offering more

practical information about products or services.

INTO 2013 K E Y TA K E O U T S S P O T L I G H T 2 0 1 2

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1. SOCIAL MEDIA ARE ON THEIR WAY

BUT STILL HAVE A

WHOLE LIFE AHEAD

2013

To explain…

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Putting effort in connecting and especially engaging people online remains a prosperous brand

opportunity. In particular if one realizes whole new brand relationships can be build solely from

the online umfeld.

There seems plenty of evidence Social Media is still in phase 1 of its life cycle: no

true channel preference yet by users for any brand message and low interactivity

in general, but in particularly with brands.

The most concrete next major development is mobile (focus).

In 2012 just supporting, in 2013 the new remote for your life.

Mobile will simplify our lives and it will become a hub for all things we do.

Growth in new applications, new ways of usage and

new social business models is an evident development.

Upsides – on the other hand – are the very high Social

Media suitability (potential) for brand messages.

Growth in the Dutch Social Media population will be modest.

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2. DIFFERENTIATION WILL BE THE EDGE

RELEVANCE THE KEY

2013

To explain…

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To deeply understand (your) people online is key for providing something that cuts

through the clutter and generates branded impact.

In this sense it does not differ a great deal from traditional media like television.

From the brand perspective: If not there yet, we‟re at the dawn of

an overload of brand generated content. Social media offerings

and budgets to invest in Social Media increase exponentially.

Valuable content contains of a whole set of variables: quality, given at the right time, while

you‟re at the right place with the right tone-of-voice. Brands have to pick up this new

responsibility very seriously to cope with expectations of user experience.

From the user perspective: There‟s no manifest need for more or better Social Media.

People are generally happy how they made Social Media part of their life as they do.

Quality of content is not just important in 2013, it‟s vital.

3. INACTIVES AS HUGE POTENTIAL

GET THEIR

ATTENTION

2013

To explain…

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In general, over half of people connects with a brand with no follow-up on that connection

at all. With this in mind, one wonders what the actual use is of building large groups of

fans and followers, if registration is the only commitment.

From the user perspective: Interaction, in terms of conversations, even within most trusted

inner-circles is very low-key. Posting and reacting is generally the most advanced stage.

Social media is only used for a fraction of its true interactivity possibilities.

From the brand perspective: brand activations have a strong focus on higher ends of

interaction, which is believed to be the strongest parameter for engagement. It‟s like

scheduling a TV program at prime time that only a small group really likes. You‟ll reach your

target, but it‟s far from efficient. And neither effective for other groups.

Furthermore, basic interactivity and even simple sharing will be the next key parameter

to build SEO authority. Google and Facebook have put the ROI in your efforts to get

actually something out of your fan bases.

4. BASIC METRICS DON’T SAY IT ALL

LONG TERM USAGE HAS

DEEPER LAYERS

2013

To explain…

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Actual usage is something else than preferred usage. There is often

a deeper layer to it. We believe Social Media attitude should be at

the root of reaching (out to) online groups, and should therefore be

at the core of marketing communications on Social Media.

Irrespective of your definition of engagement, it should have a long term prospective.

Attitudes furnish insights reaching beyond the present day, thus providing indications

as to future user intent as well.

Segmenting people with regard to attitude lends a better feel as to their

development as a group and therefore their relevance as a target group.

5. ENGAGEMENT SHOULD STILL BE A BRAND’S AMBITION

MEASURING IT

MEANINGFUL AS WELL

2013

To explain…

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Magical KPI „engagement‟ has also multiple layers. Engagement is above all a qualitative variable.

It seems biased to measure engagement by just numbers and fixed ratios.

It might even be misleading, since very practical merits could be the main incentive of connection.

It is – however – very wise to first and foremost clearly define what you – as a brand –

measure as engagement. Our frame definition is that Social Media Engagement is:

„getting the right response‟ which results in a satisfactory feeling.

In addition, aggravation and annoyance could lead to high interactivity and plenty

of shallow feedback weighs in more heavily than few in-depths remarks.

• For sharing this could mean access to information (passive) or access to conversation (active)

• For content this could mean relevant information (intangible) or offering specific benefits or privileges (tangibles).

• For webcare this could mean a fast reply (quick) or a thorough process of getting to the bottom of it (profound).

• For co-creation this could mean a nice assignment (input) or a serious assessment of your contribution (output).

• Etc., etc.

Mind you, the right response (and therefore engagement) is an multi-interpretable phrase:

Engagement is relevant interaction on individual level. If you want to make an impact,

insights on true relevance are essential to achieve your desired brand position on socials.