1. European Social Media – the last 12 months
Tom Smith - IAB Social Media Summit September 28th 2010

2. Attitudes towards brands
Today we will explore.....
The Last 12 Months
Attitudes towards brands
The Future

3. New level of understanding on the changing web
“Global research on social media, web behaviour, online marketing communications”

4. Global perspective: 50K web users. 140K next year
Netherlands
Sweden
Canada UK
Russia
South Korea
Germany
China
Poland
USA
France
Japan
Spain
Italy
Turkey
Mexico
India
Hong Kong
Malaysia
Singapore
Philippines
Brazil
Indonesia
Australia
South Africa
Argentina
Launch markets
Road mapped for Waves 4-5

5. Tracking the last 12 months
July 2009
January 2010
September 2010

6. The last 12 months

7. Social Media is maturing
Emerging markets are far more socially driven. Consistent trend
No surprise that Brazil is the most social network driven / active market in the world
Social Behaviour online: Last month involvement. Europe Data
Source: Global Web Index, Wave 3, September 2010

8. Becoming middle aged +2% +5% +6% +8% +5%
Emerging markets are far more socially driven. Consistent trend
No surprise that Brazil is the most social network driven / active market in the world
Social Behaviour online: Last month involvement. Europe Data
Source: Global Web Index, Wave 3, September 2010

9. In all forms of content creation and sharing
Emerging markets are far more socially driven. Consistent trend
No surprise that Brazil is the most social network driven / active market in the world
Social Behaviour online: Last month involvement. Europe Data
Source: Global Web Index, Wave 3, September 2010

10. But far from uniform in Europe
Emerging markets are far more socially driven. Consistent trend
No surprise that Brazil is the most social network driven / active market in the world
Social Behaviour online: Last month involvement
Source: Global Web Index, Wave 3, September 2010

11. But far from uniform in Europe
Emerging markets are far more socially driven. Consistent trend
No surprise that Brazil is the most social network driven / active market in the world
Social Behaviour online: Last month involvement
Source: Global Web Index, Wave 3, September 2010

12. Facebook driving standardisation
Emerging markets are far more socially driven. Consistent trend
No surprise that Brazil is the most social network driven / active market in the world
Source: Global Web Index, Wave 3, September 2010

13. But a few markets resist....!
96%
89%
81%
82%
78%
69%
60%
50%
48%
37%
37%
30%
26%
18%
France
Germany
Netherlands
Poland
Russia
Spain UK
Source: Global Web Index, Wave 3, September 2010

14. Social in 2010 Social Media is mature and mainstream
Massive growth of the past 5 years is slowing as social media is a core part of our activity
Micro-blogging will never be mainstream – what happens to the real time web?
Becoming more mass
Still major local variations in behaviour
Aggregating into single platforms across the region

15. Attitudes Towards Brands

16. Result is that we trust strangers
Sources of trust 4 or 5 on a scale from 1 to 5. Europe only, Wave 3 only.
Source: Global Web Index, Wave 3, January 2010

17. A Social Network Contact
Changing our influencers
A Social Network Contact
Micro blog Contact
Blogger
Newspaper
Television
+7%
+3%
+2% 0%
-2%
Wave 1-3 change. Europe Data
Source: Global Web Index, Wave 3, January 2010

18. Move away from passive comms: Web users embrace conversation + interaction
Which online marketing methods make you think better about the brand: a brand you like
Source: Global Web Index, Wave 3, January 2010

19. But each product is different
Which online marketing methods make you think better about the brand: by category
Source: Global Web Index, Wave 3, January 2010

20. Branding in social Increasingly consumers drive purchase
Consumers want to go beyond the passive advertising
Huge opportunity for brands
Threat for advertising?

21. Where next?

22. Have we reached the peak?
Source: Global Web Index, Wave 3, January 2010

23. Shift in this direction: Consumer more the distributor
Open Web
Mobile
Apps
Gaming
E-books TV
Browser Based
Packaged Web

24. Inside a Social Network
Behaviour moving into platforms
Inside a Social Network
+14%
Dedicated IM
-4%
UK: Behaviour Last Month
Source: Global Web Index, Wave 3, January 2010

25. UK: Last month Access Points
Already major points of access
Penetration
37%
Mobile Internet
25%
Applications
10%
Games Consoles 4%
Internet TV 2%
UK: Last month Access Points
E-books
Source: Global Web Index, Wave 3, January 2010

26. Mobile: shows the growth
Browsed the internet in the past month from mobile phone
Source: Global Web Index, Wave 3, January 2010

27. Key trends: New opportunity for brands
Creator
Distributor
Consumer
Unlimited Inventory
Scarcity
Advertising
Optimisation
Brand Context
Approach

28. Future of Advertising Brands moving into packaged web environments
Move away from optimisation and click through to selling context and scarcity – back to a traditional media model?
Future a mix of advertising, content, applications and social PR
Consumer the distributor not the creator

29. Thank you......!