the social media landscape in belgium
DESCRIPTION
Social Media in Belgium, 2013TRANSCRIPT
The Social MediaLandscape in Belgium
Social Media Landscape 2013
2003 2004 2005 2006 2009 20102007 2008 2011 2012
• Social media is an ever-changing complex ecosystem new services are created, other disappear, most evolve
• Picture-based sharing services like Instagram and Pinterest and mobile sharing/chating applications like SnapChat and WhatsApp have been strongly growing worldwide last year
• Mobile is the name of the game
Sources: FredCavazza.net, InSites Consulting, comScore, Havas Media, Digimedia
The Social Media Landscape in BelgiumWarming up• In Belgium, awareness of social network sites is very high. Facebook is close to 100%, Twitter
reaches 76% awareness and Google+ is known by more than 60%. Awareness of new social networks like Instagram and Pinterest is picking up
• Almost 7 out of 10 Belgian internet users are member of at least 1 social network. It means more than 5,2 millions users. Most often this is Facebook in combination with Twitter or LinkedIn.
• Mobile is the perfect accelerator for social media usage. 30% of Belgian internet users have a smartphone. On average, they install 24 apps on their smartphone, 8 of which are used at least weekly. Social network apps are the most popular ones.
• 1 out of 4 Belgian internet users post information about products, brands and/or companies on social networks. More than half of their comments about brands are positive. Only a minority (less than 10%) is negative.
• 44% of Belgian social network users are connected to brands. 7 is the average number of brands followed actively.
Sources: FredCavazza.net, InSites Consulting, comScore, Havas Media, Digimedia
A complex Social Media landscape
In its latest social media landscape, Fred Cavazza identifies four categories:
• Publishing with blogging platforms (WordPress, Blogger, TypePad, …) and wikis (Wikipedia, …)
• Sharing services for pictures, links, videos, music, products… (Tumblr, Instagram, Pinterest, YouTube, Vine, Spotify, Deezer, Slideshare…)
• Discussing with knowledge platforms (Quora, Reddit, StackExchange…) and mobile chat applications (Skype, WhatsApp, SnapChat…)
• Networking for BtoC audiences (Badoo, Tagged…) and professionals (LinkedIn, Viadeo, Xing…)
Sources: FredCavazza.net
Facebook and YouTube are clearly dominant
Vine
Foursquare
Google +
YouTube
0 1,000 2,000 3,000 4,000 5,000 6,000
Vine
Foursquare
Google Plus
YouTube
50,000 100,000 150,000 200,000
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Sources: comScore
Facebook5.200.000 profiles (socialbakers June ‘13)5.025.000 total unique visitors (comScore May ‘13)
80% of Belgian internet users are on Facebook
52% Women – 48% Men
Over 66% return daily, over 85% return at least once a week
But this dominant position begins to be problematic: since everybody is on Facebook, it is harder and harder to grab users’ attention.
Sources: socialbakers, comScore
YouTube4.195.000 total unique visitors (comScore May ‘13)
YouTube’s reach keeps on growing in Belgium:• 2,3 m impressions / day• 1 m users / day • compared to a year ago +-480% increase in videos
Sources: comScore, Google, B.V.L.G.
LinkedIn1.571.564 profiles (LinkedIn)1.219.000 total unique visitors (comScore May’13)
35-54 are the most represented category (45,6%), followed by 25-34 (35,3%) (Digimedia)
Sources: LinkedIn, comScore, Digimedia
LinkedIn is currently the fastest growing social network in Belgium
TwitterFrom 160.000 to 1.000.000 profiles 746.000 total unique visitors (comScore May ‘13)
Twitter is working hard to be considered as a media with all the second screen initiatives, new cards system, the Vine mobile app and the Music service which begins to surface
In Belgium, Twitter is suffering lack of advertising solutions
Twitter cards make it possible to attach media
experiences to Tweets that link to content
Sources: comScore, Digimedia
Vine45.000 total unique visitors (comScore May ‘13)
• Launched in January, Vine has already surpassed Instagram on Twitter and on the Google Play chart as Top Social App.
• Branded vines are four times more likely to be shared than branded online videos.
Sources: comScore, SproutSocial, TechCrunch
But try vineroulette.com
Instagram514.000 total unique visitors (comScore May ‘13)
In 2013, Instagram attracted lots of top brands in the world.
Next to using hashtags, Instagram can also tag people/companies in photos.
Sources: comScore, SimplyMeasured
Google+365.000 profiles according to estimate (Digimedia)749.000 total unique visitors (comScore May ‘13)
Google is still stalking the others with a growing number of users and a constant flow of new features.
Having a Google+ account allows you to claim authorship of your original content. A strong presence also directly correlates to stronger search engine recognition.
Sources: comScore, Digimedia, B.V.L.G.
Pinterest177.000 total unique visitors (comScore May ‘13)
Pinterest recently launched rich pins which make it possible for businesses to automatically add and update details to pins:• Product pins include real time pricing, availability, and
where to buy.• Recipe pins include ingredients, cooking times and serving
info. • Movie pins include ratings, cast members and reviews.
Sources: comScore, Pinterest
Foursquare162.000 total unique visitors (comScore May ‘13)
Apart from Foursquare Specials, Foursquare Local Updates is a useful business tool. It will show updates you post to those who have checked in or look at your business.
Sources: comScore, Digimedia, Foursquare
foursquare.com/timemachine
Micro-communities ?
Sources: comScore
Conclusions
• Social media’s force comes from its diversity. Facebook act as a catalyst for this complex ecosystem, but it should have never been this successful without other platforms’ content and conversations. Therefore, social media have to be addressed globally, and not only Facebook.
• Teen’s attention is very hard to capture and to retain. If opening a Facebook profile is the first thing they do, teens are quickly moving to mobile apps which does not leave trails of their interactions and where they can hang out together (without their parents or teachers).
• If the social media landscape appears to be stable, do not forget yesterday’s giant has fallen in a couple of years (MySpace, Friendster…). Therefore, everything is still possible, one just have to be creative.
• Spend a minimum amount of your time following the social media field and trying new services, to better understand usage evolutions and to be able to identify trends and opportunities.
Sources: FredCavazza.net
THANK YOU