Social Media in Research 02/02 Vlerick KANTAR TNS

Social media on the rise: with

greater complexity comes

greater risk

1

About 3 hours a day

About 3 hours a day, while

browsing Facebook

Weekly

2

Facebook addict

Posted a video on YouTube

to join an online audition

Listened to Psy before

Gangnam Style

Connected 95% of the day

Retweeted Febelmar’s tweet

to promote this presentation

the same day

3

2,307,000,000

4

5

Daily usage and 2 year % change

Global

It’s still growing

56

3835

30

2117

10 9 9 50

10

20

30

40

50

60

+24

+80+79

+47

+195

+51+274

+60 +7+101

Source: (C2) Frequency of social/IM usage

Base: All respondents

6

Especially platforms for sharing ‘in-the- moment’ content is growing

Belgium

15%

11%

2014

37%

33%

2016

21%

19%

2015

7

Each platform has its main function

Keeping up with my

friends/ family

Watching videosKeeping up with news

and live events

Posting videos Chatting with othersShare updates

Source: (C3New) Role of social networks

Base: All respondents

8

Brand building Brand activation Customer service Brand advocacy

Entertaining

content

Information about

products/servicesAsk questions Share opinions

Including more sophisticated roles in the Consumer Journey

Customer needs:

Brand opportunities:

9

And networks are responding:

The history of WeChat: from messaging platform to social phenomenon

Jan 2012 Apr 2012 Summer 2012 Aug 2013 Jan 2014 Feb 2014 Sep 2014 Jan 2015

Launches

in China

English version

Brand accounts allowed

Mobile payments

Taxi bookings

Red packets for Chinese New

Year

In-store cashless payments

Advertising begins

Moments feed

Games take off

10

It’s all about :

Just give me what I need when I need it:

Simple, easy, fast, convenient

11

Build brands with entertaining contentCase study: Taco Bell's Cinco de Mayo Snapchat Lens

12

Seeking out content from producers who, despite a low budget, have a better

sense of what will appealOnline video weekly usage %

16-24s

Online personality Brand - owned

54%39%

13

Use what people want to engage withCase study: Whiskas Catstacam

14

Use who people want to engage withCase study: Zalando

15

“You look something up on the Web

and then you see the respective ad

on Facebook.”

16

Belgium

21%I enjoy reading and watching

content from brands on

social

I feel constantly followed by

brand advertising online

40%

17

Which in turn leads to usage of ad blockers, eroding ad spend

29% Using an

ad blocker

Belgium

18

“We need to stop interrupting what people are interested in,

and be what people are interested in”

Craig Davis, Chief Creative Officer, J. Walter Thompson

19

Be there when it matters

Where can you find your target?

What moments matter (to your

brand)?When are they most

receptive?

20

Be there when it matters

Case study: Neutrogena sun activated advertising

21

You don’t have to spend lots of money, you just have to

be creative!

22

Steal attentionCase study: Volvo Contest

23

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Thank you!

TNS | Broekstraat 49, 1000 Brussels, Belgium | t +32 2 215 1930 | www.tnsglobal.com

Dorien Tettelin

[email protected]

+32 2 300 2051

Follow me on Twitter: @DorienTettelin

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