global social media trends report
DESCRIPTION
This fall, our Global Social Media team takes a step back at the five underlying social media trends spotted as of September 2012. With over 1.4 billion social media users (19.2% increase over 2011) we continue to witness unprecedented growth in an industry where new players, features, and technologies are introduced every single day. And as the industry furthers its scale globally, we'll no doubt see additional shifts in trends and behaviors as new markets enter in with unique cultures and practices of their own.TRANSCRIPT
Q3 2012GLOBAL SOCIAL MEDIA TRENDS
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Overview of Q3 Global Trends
• Global Social Media Channels
-‐ Q3 Stats
-‐ Updates
• Market Trends + Case Studies
-‐ La>n America-‐ Europe-‐ Asia Pacific-‐ Middle East & Africa
SocialBakers2012
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Global Social Pla0orm Updates
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Facebook: Q3 Updates
• More than 955 Million registered users and 543 Million mobile monthly ac>ve users
• 2.7 Billion Likes every day
• 22% of all web pages contain Facebook URLs and is the leading source of referred social media traffic (26%)
• Audience remains largely US-‐based (163M+), although markets such as Brazil (56.7M) and India (53.6M) are rapidly gaining momentum
• Average user is male (60%), and is between the ages of 18 and 25
Source: AllFacebook Stats (August 2012)
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Facebook: Advancements in geo-‐targe?ng will allow brands to message various audience subsets
Facebook will be rolling out new features that will allow brands to target their posts to specific groups of fans in the news feed based on the following criteria:
• Age
• Gender
• Interested In
• Rela>onship Status
• Educa>on
• Workplace
• Loca>on & Language (already exis>ng criteria)
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Source: h8p://www.ignitesocialmedia.com
• 500M+ Users Worldwide
• Top regions according to user-‐base include:-‐ Venezuela-‐ Indonesia-‐ Brazil-‐ Turkey-‐ Mexico
• The average Twiber user is 37.3 years old
• Audience is 60% Female vs. 40% Male
TwiAer: Q3 Updates
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Sources: Mashable 2012. Social Bakers 2012
Twiber has launched a new widget that allows brands to embed an extensive scrollable >meline and a reply field directly in their website. This allows users to:
• Tweet, Retweet and Favorite posts
• View expandable images
• Display tweets with a specific hashtag
TwiAer: New HTML widget allows brands to build a fully interac?ve ?meline on their website
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YouTube: Q3 Updates
• Youtube is now localized in 43 countries, across 60 languages
• The 3rd most visited website
• 78% of all traffic comes from outside the US
• Youtube handles 10% of the global internet traffic
• 100 million people take a social ac>on on YouTube (likes, shares, comments) every week
Source: YouTube Stats (September 2012)
9Youtube.com
YouTube: Upcoming redesign to offer new branding opportuni?es for marketers
• YouTube’s newest “Video Crea>on Marketplace,” plahorm will serve as an addi>onal branding opportunity for YouTube partners and adver>sers
• The channel is also rumored to have a subscrip>ons service in the works, allowing cable networks with smaller audiences to offer professional-‐grade videos in partnership with cable channels
• Redesign: YouTube’s new design will soon present original programming content and videos from channel users in a clear and balanced format
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Pinterest: Q3 Updates
• The increasingly popular photo-‐sharing site draws an average of 1.36 Million visitors per day
• The majority of Pinterest users are female (68.2%), between the ages of 25 and 34 (27.4%)
• Parents dominate Pinterest, accoun>ng for 50% of the site’s user-‐base
• 28% of users have an average household of over $100,000 per year
• Average amount of >me spent on the site, per visit is 15.8 minutes (as compared to Facebook, which is 12.1 minutes per visit)
Source: Modea (July 2012)
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As a part of the site’s broader efforts to fight off spam, Pinterest has begun blocking or stripping three types of links:
• Affiliate links: Pinterest now treats these as spam, which in turn blocks the original poster from gelng a cut of sales from any future purchases origina>ng from that link
• Pinterest is also now flagging links posted with URL shorteners, displaying a roadblock sign for any user who abempts to click through
• The site is also stripping informa5on added to the end of a URL in order to prevent third-‐party click-‐through tracking
Pinterest: New updates further prevent spam ac?vity through the photo-‐sharing site
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• 175M Users
• 57.9% Male
• Ages 25-‐47 (67.7%)
• 45% – Increase in Users Since 2011
• 85.3% Growth in La>n America
• 39% of Users are at decision makers (Manager, Director, Owner, Chief Officer, Vice President)
• Industry representa>on:
-‐ High tech (14.3%)
-‐ Finance (12.4%)
-‐ Manufacturing (10.1%)
LinkedIn: Q3 Updates
Source: Z-‐Juice.com (July 2012)
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• The Plahorm’s recent launch of the new simple, clean homepage allows users to easily browse news ar>cles shared by industry leaders and connec>ons
• The Facebook-‐like newsfeed u>lizes an improved algorithm to highlight top updates based on users’ profiles and interests, featuring larger images and liking, sharing & commen>ng func>onali>es
• The update follows the goal set by LinkedIn during its Q1 earnings call to “Simplify,” allowing users to get more value from exis>ng products and services
LinkedIn: New redesign shiLs the site from a resume network to a visual content sharing plaMorm
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Source: China Skinny (Aug. 2012)
Sina Weibo: Q3 Updates
• Over 300 million Chinese users, with 90% of users between the ages of 18 and 35
• 56% of users follow businesses on Sina Weibo and those that do follow an average of 4 businesses
• Females more likely to share product and brand informa>on on Weibo
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Source: The Next Web (Sept. 2012)
Sina Weibo: Redesign focused around aArac?ng adver?sers, improving sharing func?onality
Version 5 updates to personal pages include Google+-‐style private tweet sharing and a social credit cards ini>a>ve.
Sina Weibo will also be focusing more on abrac>ng adver>sers through addi>onal streams for revenue growth. These include:
• Promoted messages and ads to be displayed at the top of users’ streams for brands they follow (ads will appear once every 24 hours and then drop down the feed)
• Businesses will pay a Cost Per Fan (CPF) rate
• Redesign will also introduce a “self-‐support adver>sing system for SMEs and for individual users” as well as building payment and credit systems
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Social Media Trends in La=n America
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• More than 127M La>n Americans visit social networking sites per month, or 90% of the region’s online popula>on
• Users spend the most >me on social networks with a total of 7.7 h hours per month, ahead of Europe (7 hours) and North America (6.4 hours)
• 31% of Internet Users In La>n America will buy products online in the next year, half of them using social media as a referral site
Source: comScore 2012
La?n America: 5 of the top 10 most engaged countries are in the LATAM region
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Specially programmed hangers displayed the actual number of likes each of the garments had received allowing indecisive shoppers to see just how popular each one was.
With the recent growth of the Brazilian economy and crea>on of the new middle-‐class spurring an ever-‐hungry fashion consumer, we’re only seeing the very start of what’s to come in the merging of online and real-‐world experiences.
C&A’s Social Shopping takes the concept of “Like” from the Facebook page into real-‐life
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Social Media Trends in Europe
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Source: Comscore (July 2012)
With over 223MM registrants on Facebook residing in Europe, awareness of the network has grown to 100% of all web users
• 61.3% of the European popula>on uses the Internet, according to Internet World Stats. (Germany is number one with 67 MM users, followed by Russia, 61 MM)
• Europe has 223 MM Facebook subscribers. Awareness of Facebook is close to 100% among European Internet users
• The >me spent social networking in Europe con>nues to grow at a healthy pace of 17 percent year over year
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Twiber, Facebook and other social networks were central in breaking stories throughout the games, defining London’s as the first truly social Olympic Games
• Twiber served as a legi>mate news-‐hub throughout the games, with Tweets quoted regularly across the major media channels. Twiber was also the # 1 social plahorm used during the Olympics.
• 60% of all social media interac>ons during the games were posi>ve
• The majority of the tweets came from UK (58%) while 22% came from Europe and the rest were from around the world
London 2012: Social Media Olympics to Remember
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Social Media Trends in Asia
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Source: Buddy Media (May 2012)
Asia Pacific: Social Media con?nues to saturate the B2C market
• A recent study by Buddy Media on Asian companies found that most have social media strategies which are ouen executed by internal marke>ng teams
• Businesses look not just to fan engagement but also to sales and leads as measures of social media success
• Employee Resources are considered a big barrier for brands and agencies wan>ng to invest more in social media than budge>ng allows
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• Coca-‐Cola campaign aimed to collect one million reasons why Thai people believe in a brighter future for Thailand
• These reasons were compiled into a book >tled One Million Reasons: Believe in Thailand, which was delivered to public libraries in all 77 provinces
• Fans could send in messages through Facebook, Twiber, YouTube and Instagram for inclusion, along with sending in a message through their dedicated website
• Created a dedicated hashtag #COKE1m for Twiber and Instagram submissions
Coca-‐Cola: One Million Reasons, Believe in Thailand
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Social Media Trends in the Middle East
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Middle East: Online and social marke?ng ini?a?ves should reflect the highly personal nature of business in the region
• Religion is a way of life in the ME, which has a profound impact on culture and therefore social and online behaviors
• In the UAE and Saudi Arabia, accessing Facebook is now ranks as the first online ac>vity for internet users (before email or chat)
• More than 50% of Facebook users in the Middle East, access the social networking site through mobile
Source: eConsultancy: “OpOmizing content for search in MENA” (July 2012)
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• Titled “Flavor Me”, Lay’s Arabia embarked on a 6-‐month long campaign in search of the next great chips flavor
• Campaign revolved around Mrs. Liza Lay’s, a potato, who was receiving thousands of marriage proposals from various exis>ng flavors and was looking to the Lay’s audience to help her in making a decision
• Lay’s encouraged par>cipa>on through a weekly prize draw, resul>ng in just over 250,000 par>cipants throughout the course of the campaign
Lay’s Arabia empowered fans to iden?fy the brand’s next chips flavor for the region