the social mind research study highlights
DESCRIPTION
Highlights from the 2012 SNCR research study The Social Mind. The Social Mind research project explores the interrelationships created by the consumption of information across social media channels and influence flow. The findings will enable B2B, B2P, B2C or Cause marketers to understand the importance and relevance of content - and - its ultimate impact and influence on behaviors, beliefs, decisions and actions. The Social Mind research will identify the key characteristics and insights into the engagement behaviors of individuals and how organizations can maximize reach and influence to execute the new Principals of Engagement in the millennium.TRANSCRIPT
L E A D E R NETWORKS
Copyright © 2012 Leader Networks, LLC
A Research Study By Society Of New Communications Research Senior Fellows Vanessa DiMauro – CEO of Leader Networks Peter Auditore - Principal of Asterias Research Don Bulmer – VP Of Communication Strategy Of Royal Dutch Shell
The Social Mind - Survey Results
1
L E A D E R NETWORKS
Copyright © 2012 Leader Networks, LLC
Highlights from The Social Mind Study (2012)
• There is a shift in information flow – traditional media is no longer an authoritative source of information
• People participate in information exchange online to help each other
• The role of the online expert is rising in importance
• The need for expert content is high among content consumers online
• People are looking to peers and experts to discover what they need to know and learn
• People are directly influenced online by the people they trust
2
Focus of the study: Examination of the interrelationships created by the consumption of information across social media channels and influence flow. Sample composition: The survey was administered online to 390 participants
L E A D E R NETWORKS
Copyright © 2012 Leader Networks, LLC
3%
19%
31%
39%
41%
66%
78%
0% 20% 40% 60% 80% 100%
Enjoy interacting using social games
Persuade others adopt my POV, buy product/service
I am a passive participant & prefer to observe others dialog
I want to be seen as someone knowledgeable
To belong to an active community of friends & family
To participate in a professional community of colleagues & peers
To help others by sharing information, ideas & experiences
People Participate Online To Help Others & Be Part of a Community
Question: Why do you participate in groups and
communities online? Select the top three responses
L E A D E R NETWORKS
Copyright © 2012 Leader Networks, LLC
8% 1% 3% 4% 7% 9% 11%
17% 18%
40% 41% 41%
45% 48%
0% 20% 40% 60% 80% 100%
Other
Product, service or innovation site
Accessing others social bookmarks
Q & A sites
Viewing online photos
Listening to Podcasts
Reading content on customizable social media apps
Watching videos
Information from community ranking & rating sites
Direct email message to me
Information exchanged in online groups or forums
Reading Microblog streams (Twitter)
Reading blogs
Visiting websites
Online Networks Are Disrupting Traditional Channels
Question: What online information sources are the most
meaningful to you? Select the top three responses
L E A D E R NETWORKS
Copyright © 2012 Leader Networks, LLC
5
Relationships Dictate The Chosen Online Channel For Connecting
Question: Among those who you share information with online, what channels do you most frequently
use? [select one per type of person]
Direct email
Instant/ Text
Message
Send a Web
Page via email
Micro-blogging
Social Net-
working
Social Book-
marking
Online Photo Sharin
g
Video Messag
-ing
Friends (n=332)
22% 12% 5% 5% 55% 1% 0% 0%
Family (n=284)
39% 19% 4% 1% 30% 0% 2% 5%
Professional Networks (n=331)
31% 2% 11% 28% 25% 2% 0% 2%
Experts (n=212)
19% 1% 5% 45% 26% 4% 0% 0%
Other (n=48)
15% 0% 6% 25% 50% 2% 0% 2%
L E A D E R NETWORKS
Copyright © 2012 Leader Networks, LLC
Yes, 94%
No, 6%
Search for Experts , 49%
Ask trusted peers, 12%
Attend conferences / webinars, 6%
Rely on news & info
sources, 19%
Rely on info shared via
online social networks,
14%
Rely on customizable social media
apps, 1%
Most Participate Online To Learn From Experts
Question: Do you use online networks to learn about topics?
Question: When learning about a topic, I most frequently…Select One
Use to Learn About Topics
Most Frequently
L E A D E R NETWORKS
Copyright © 2012 Leader Networks, LLC
18%
6%
4%
5%
1%
0%
0%
43%
23%
19%
27%
9%
9%
1%
26%
42%
38%
30%
28%
17%
7%
9%
26%
35%
30%
53%
51%
41%
4%
4%
4%
8%
9%
23%
50%
0% 20% 40% 60% 80% 100%
Ideas from authoritative sources (newspapers / journals) must be true because they are unbiased
Organizations I buy / partner with are the best sources of information because they specialize
Information that has buzz reinforces the wisdom of the crowd
Information with pictures & video are more believable/ powerful than written words
Information shared by friends/colleagues & is more believable, likely to be true
I need to hear details of a story to understand what is happening
I seek expert opinion that is researched & well-documented
Strongly Disagree Disagree Neither Agree Strongly Agree
Online Learners Trust Traditional Media Less, Look To Validate Information Independently
Question: Which of the following statements do you feel most applies
when looking for information about a topic of interest?
L E A D E R NETWORKS
Copyright © 2012 Leader Networks, LLC
Context Matters With Online Sharing: People Pass On Information They Believe In
28%
41%
43%
44%
52%
0% 20% 40% 60% 80% 100%
I mainly share content that I relate to on an emotional level.
I mainly share content that provokes thought or challenges status quo.
I mainly share content that I understand intellectually
I select information to share based on what I think individuals in network want to hear
The content I share reinforces my personal / professional knowledge and beliefs.
When are you most likely to share or forward information with others online?
L E A D E R NETWORKS
Copyright © 2012 Leader Networks, LLC
23%
43%
48%
61%
62%
0% 20% 40% 60% 80% 100%
I prefer online information to be audio and/or visual over text-based
I prefer short content snippets over longer articles or information sources
I prefer longer, thought leadership content that explores content in depth
I prefer curated content sources links and bookmarks on a topic so I can choose what to explore
I prefer online information that uses graphics and easy to understand
Online Information That Is Well Organized Or Curated Is Preferred
Question: What kind of online information do you
prefer? Select up to three
L E A D E R NETWORKS
Copyright © 2012 Leader Networks, LLC
3 Take-ways That Have a Big Impact on Business
1. Influence is earned.
– Online can extend it but does not create it (typically).
– Invest in thought leadership ,not in buying fans!
2. Content is the new currency of influence.
– Turn the marketing megaphone around!
– Focus on creating content of value for your audience and engage around it
3. Social Media makes influencers accessible.
– Enable your orgs thought leaders to respond /engage online
– Be finable and approachable virtually
10
L E A D E R NETWORKS
Copyright © 2012 Leader Networks, LLC
Demographics
11
L E A D E R NETWORKS
Copyright © 2012 Leader Networks, LLC
Employed for wages, 65%
Self-employed, 28%
Out of work and looking, 3%
Student, 4% Retired, 1%
Employment
Male, 46% Female, 54%
Gender
– Slightly over half of respondents were female
– Two thirds are employed for wages and close to three in ten are self-employed
12
Gender and Employment
n = 362
L E A D E R NETWORKS
Copyright © 2012 Leader Networks, LLC
– Close to a quarter of respondents identified their profession as Marketing. Another
quarter indicated that it was “other” than those listed
– About a third indicated that their organization’s primary type of business is “business services” and another one in ten identified “computer products”
25%
0%
0%
2%
2%
3%
3%
3%
3%
5%
6%
7%
8%
10%
22%
0% 20% 40% 60%
Other
Finance department
Customer Service
Product development
Community department
Sales
Human Resources
Knowledge Management
Student
Market research
Multiple departments
IT
Corporate communications
Public relations
Marketing
Question: Which is your profession?
Question: Please indicate your organization’s primary type of business.
Profession and Type of Business
n = 362
Type of Business Profession
10%
0%
0%
1%
1%
2%
2%
2%
2%
3%
3%
3%
3%
3%
5%
8%
9%
10%
32%
0% 20% 40% 60% 80% 100%
Other Transportation
Utilities Resources
Hospitality Entertainment
Manufacturing/Production Technical Services
Telecommunications Financial Services
Government Healthcare
Market Research Retail or Wholesale Distribution (other …
Printing/Publishing Nonprofit Education
Computer Products Business Services
L E A D E R NETWORKS
Copyright © 2012 Leader Networks, LLC
– Just over two thirds of respondents are from the US
– Canada, the UK, and Australia were the next most common countries of residence
14
Country
Question: In which country do you reside? n = 354
United States, 68% Canada, 6%
United Kingdom, 5%
Australia, 3%
Other, 18%
L E A D E R NETWORKS
Copyright © 2012 Leader Networks, LLC
16 to 19, 1%
20 to 24, 7%
25 to 34, 19%
35 to 44, 25% 45 to 54, 24%
55 to 64, 20%
65 or over, 4%
High School Degree, 7%
Associate Degree, 4%
Bachelor's Degree, 42%
Master's or Professional Degree, 39%
Doctorate, 8%
Education Age
– Respondents represented a wide age range
– More than four in ten have a terminal Bachelor’s degree and another four in ten have a Master’s or Professional degree
15
Age and Education
n = 362 Question: What is your current age?
Question: What is the highest level of education that you have attained?
L E A D E R NETWORKS
Copyright © 2012 Leader Networks, LLC
– Respondents represented a variety of income levels
16
Household Income
Question: What is your total household income? n = 336
< $50,000, 21%
$50k to $99k, 28% $100k to $149k,
23%
$150k or more, 29%
L E A D E R NETWORKS
Copyright © 2012 Leader Networks, LLC
More Information
9/20/2012 17
Purchase The Social Mind study report on Amazon.com
Ask the Authors
Vanessa DiMauro, Leader Networks
Peter Auditore - Principal of Asterias Research
Don Bulmer – VP Of Communication Strategy Of Royal Dutch Shell
Join SNCR The Society for New Communications Research is a global nonprofit 501(c)(3) research
and education foundation and think tank founded in 2005 to focus on the advanced
study of the latest developments in new media and communications, and their effect on
traditional media and business models, communications, culture and society.
SNCR is dedicated to creating a bridge between the academic and theoretical pursuit of
these topics and the pragmatic implementation of new media and communications tools
and methodologies. http://www.SNCR.org