Universal Mccanns When Did We Start Trusting Strangers

September 200829 countries

17,000 internet users

When did we start trusting strangers?UM EMEA September 2008

Influence Revolution

Volume of Recommendation

PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE

Church, state, monarchy dictate the agenda

Professional media dictate

Consumers dictate

When did we start trusting strangers

The ways to share influence have exploded

PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE

Consult a professional

Readers letters

Phone in; TV / Radio

Talk to shop worker

Personal blog

Social network page

Widgets

Photo sharing site

Chat rooms

Message boards

Video sharing site

Comments on blogs

Comments on websites

Viral emails

Wish lists

Ratings on retail sites

Reviews on retail sites

Auction websites

Social Bookmarking

Chat room

Price comparison sites

Social shopping sites

Talk face to face

Consult a professional

Readers Letters

Phone in; TV / Radio

Talk to shop worker Phone call

Talk face to face

Phone call

SMS

Email

Instant Messenger

Talk face to face

Talk to shop worker

Consumer influence channels


We now influence to the world without thinking


This is why your brand is already part of their conversation


Online self completion surveys

Scripted and hosted on Intuition, Universal McCann’s proprietary research system, powered by Confirmit

Representative to the 16-54 active internet universe (use every day / every other day)

Key audience to understand adoption

Make up the vast majority of social media users

Panellists recruited by global panel partners

Completed in Q1 2008


We measured the impact

Creating unique global insight

29 markets 17,000 respondentsAustralia

China

Singapore

Philippines

Taiwan

South Korea

USA

Mexico

Brazil

Japan

India

Pakistan

Hong Kong

Canada

Turkey

UK

Denmark

Greece

Russia

Romania

France

Spain

Italy

Germany

Poland

Czech Republic

Hungary

Netherlands

Switzerland

Austria


Result: a new landscape of influence

Rise of social mediaDigital friendsProliferation of influence channels


Continual rise of social media: Content creation is mainstream

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Wave 1 Sep 06 Wave 2 June 07 Wave 3 March 08

% E

ver D

one

Read blogs / weblogs

Start my own blog/ weblog

Leave a comment on a blog site

Upload my photos to a photo sharing site

Upload a video clip to a video sharing site

Watch video clips online

Create a profile on a social network

Social Media adoption over time (waves 1 – 3) Global Average. Source: Universal McCann Social

Media Tracker Power to the People

New influence landscape: the rise of social media

Driving the growth of the web

1999

2008

Volume of content published online each year


1 EXABYTES

876,000%Increase! 8760

EXABYTES

Source: Internet Innovation Alliance

YOUTUBE

FLICKR

14 HOURS OF VIDEO UPLOADED EVERY MINUTE

6.6M PHOTOS UPLOADED EVERY DAY

WIKIPEDIA 11.2M ARTICLES

TRIPADVISOR 15M REVIEWS


Publishing billions of thoughts

Much of this content is opinion

0% 10% 20% 30% 40% 50% 60%

Promote a band

Upload videos

Install applications

Write a blog

Favourite / currently listened tomusic

Upload photos

% added to your social network page

0% 10% 20% 30% 40% 50% 60%

Widgets (e.gapplications that

Stories from otherblogs

Opinions onproducts and

Recommendedwebsites

% posted to your blog

“What do you do with your social network profile?” Social Network Users, Global Average.

“When writing a blog, which of the following do you post?” Blog writers only, Global Average.


Social media: creating digital connections

0 10 20 30 40 50 60 70 80

US

UK

Spain

France

China

brazil

India

Mexico

Philippines

% Agree

0 10 20 30 40 50 60 70 80

UK

US

France

Spain

Germany

Italy

South Korea

China

brazil

India

% Agree

Agree with the statement “Blogging is important to socialise with friends”

Agree with the statement “I use social networks to meet new people”

New influence landscape: digital friends

Digitising our friend networks

“Approximately how many people do you stay in contact with in your

personal life through the follow means?”,


Across the world

0 20 40

US

A v er age number of c onnec t i ons mai ntai ned

0 20 40

Brazil

A v er age number of c onnec ti ons mai nta i ned

0 20 40

China


Face to face

Email

Social Network (e.gFacebook.com) Instant Messenger (e.gWindows Live Messenger) Phone

Text Message (SMS)

My personal blog

Post/Letter

0 20 40

India


0 20 40

Japan

A ver age number of connec t i ons mai ntai ned

0 20 40

UK

A v er age number of c onnec ti ons mai nta i ned


“Approximately how many people do you stay in contact with in your

personal life through the follow means?”,

Key Internet markets

Our fundamental interactions are becoming virtual

0 10 20 30 40 50 60

Partner

% Stay in contact

0 20 40 60 80 100

Friends

% Stay in contact0 10 20 30 40 50 60 70

Currentwork

colleagues

% Stay in contact

0 10 20 30 40

Children

% Stay in contact

My personal blog]

Social Network(e.gFacebook.com)]

Instant Messenger(e.g Windows LiveMessenger)]

Post/Letter

Email

Text Message(SMS)

Phone

Face to face

“How do you keep in contact with the

following people”


0 5 10 15 20 25 30 35 40 45 50

Post a video clip featuring a product/service

Create product w ish/ favs list on ecommerce/retail site

Write a review of a product/service on yr blog/weblog

Post opinion on social network personal profile

Comment on product/ service review on ecommerce/retail site

Write review of product/service on ecommerce/retail site

Recommend a product/ service on blog/ weblog

Write a review of a seller on an auction site

Comment on a product/service review on a blog/ weblog

Tell someone about a product/service by email

Tell someone about a product/service by messenger

Monthly Reach

We now share massive volume of opinion in a digital format

“Thinking about how you can share an opinion on a product, brand or service via the Internet. On average how often do you do the following? Global Monthly Average

New influence landscape: influence channels

We are motivated to share by experience

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

Seen used by a celebrity/well known figure

The brand is unknown amongst social group

The brand is fashionable

A recommendation you receive in a store

A recommendation in the media (TVnewspapersmags Radio)

A promotion you see in a store

An advertisement you find interesting & inspiring

The brand is popular

The product or service is discounted

Someone you trust having a bad personal experience

Your friends like the product or service

A free sample you receive

Bad personal experience

A friend's recommendation

The brand is high quality

Someone you trust having a good personal experience

Good personal experience

Average Score 1 - 5

“The following are a list of reasons and motivations for you to talk about a product, brand or service. Please can you consider how important they are in motivating you to talk to others? Where 5 = very motivating and 1 = Not at all motivating.” GlobalAverage


We look for other consumers to form our opinions

0 10 20 30 40 50 60 70 80 90

Read a blog/weblogs- managed by a brand/ private company

Read peoples w ish/ favs lists on retail websites

Read a blog/weblog by someone you do not know

Visit online Chat rooms/message boards

Read reviews by consumers on retail sites e.g Amazon.com and

Read a personal blog/weblog by someone you know

Read reviews written on news websites e.g bbc.co.uk

Read official reviews on retail/ price comparison websites

Read comments on a personal profile on a sn e.g Facebook.com

Read reviews by consumers on retail sites e.g Amazon.com

Visit an Internet auction site

Bookmark products & services interested in

Instant Messenger conversation w ith a friend/colleague

Visit official company/brand website

Search for product recommendations on a search engine

Read an email from a friend/colleague

Search for a specific product/ service on a search engine

% Monthly Reach

“Thinking about the process of looking for opinions on a product, brand or services online. On average how often do you do the following when looking for information on products, brands and services?” Global Average


0

1

2

3

4

5

6

7Celebrity recommendation

Emails from companies Cinema Advertising

Sponsorship of events or sporting events

Recommendation on radio programmes

Radio advertising

Sponsored listings on a search engine

Newspaper advertising

Magazine advertising

Television Adverts

Online Chat rooms/ message boards

Outdoor advertising (e.g Posters ads on public transport)

Blogs/Weblogs-blog written by people you do not know

Peoples wish/fav lists on retail websites e.g amazon.com

Recommendation in a television programme Comments/viewpoints on social network sites e.g facebook.com

Readers letters page in a newspaper Blogs/Weblogs- professional blog e.g engadget.com

Shelf information and product displays in store Company/brand Website

Search engine (e.g live.com)

Reviews written on news websites e.g guardian.co.uk

Newspaper article

Magazine article

User reviews on an online auction site (e.g ebay.com)

Blogs/Weblogs- personal blog written by people you know

Reviews on retail/ price comparison webs e.g priceline.com

Consumers reviews on retail sites e.g amazon.com

Instant Messenger conversation with a friend/ colleague

Emails from a friend/ colleague

Personal recommendations from professionals Personal recommendations from friends/ family/

Now we trust strangers…..

“Thinking about where you find information for products, brands and services that you buy. Please can you rate them in terms of how trust worthy the information provided typically is?

Where 10 = Very trustworthy and 1 = Not at all trustworthy” Global Average


Education increases trust in strangers

0

1

2

3

4

5

6

Blogs/Weblogs-blog written by people youdo not know

Peoples wish/fav lists on retail websitese.g amazon.com

Comments/viewpoints on social networksites e.g facebook.com

Blogs/Weblogs- professional blog e.gengadget.com

User reviews on an online auction site(e.g ebay.com)

Blogs/Weblogs- personal blog written bypeople you know

Consumers reviews on retail sites e.gamazon.com

Male Female

0

1

2

3

4

5

6

Blogs/Weblogs-blog written by peopleyou do not know

Peoples wish/fav lists on retailwebsites e.g amazon.com

Comments/viewpoints on socialnetwork sites e.g facebook.com


User reviews on an online auction site(e.g ebay.com)

Blogs/Weblogs- personal blog writtenby people you know


Post Graduate University College Secondary Primary School

Trust by age, Global average Trust by gender, Global average

Trust by final education level, Global average


But culture the biggest factor

01234567

Blogs/Weblogs-blog written by people you do notknow

Peoples wish/fav lists on retail websites e.gamazon.com

Comments/viewpoints on social network sites e.gfacebook.com


User reviews on an online auction site (e.gebay.com)

Blogs/Weblogs- personal blog written by peopleyou know


brazil China Japan South Korea UK US

Trust by country, Global average


New influence landscape: Summary

The new influence landscape - summary

THE RISE OF SOCIAL MEDIA• Has turned hundreds of millions of us into content creators and placed billions of opinions

online• The world’s collective thinking is now online and published, a first in history• A total revolution in the way consumers share influence and opinion

DIGITAL FRIENDS• Digital channels have moved more of our social interactions into the virtual space and into

text and the written word• The web has expanded our networks to include people we don’t know and people we used to

know and in a pre web age we would have lost contact with• Digital channels encourage more frequent interaction and make it easier to share influence

e.g through sending links, videos or pictures.

PROLIFERATION OF INFLUENCE CHANNELS• The continual rise of social media and the growth of mechanisms for user input have created

an incredible wealth of outlets to share opinions and thoughts• There is a new form of casual influence – It is now incredibly easy to share opinion, from

voting buttons, to wish lists to comments.• We now trust a strangers recommendation as much as or closest friend• We trust recommendations in social media channels more than paid-for communications

Impact

Influence economy – products and servicesThe democratisation of influenceThe new super influencers


All categories are impacted

0 10 20 30 40 50 60 70

Property/ Real EstateUtilities e.g gas

Alcoholic drinksNon alcoholic beverages

GroceriesCosmetics

Personal HealthcareGroceries (food)

Financial productsHome appliances e.g Fridges/freezers

Fashion (clothing/shoes)Cars/ Automobiles

Games Consoles/GamingHolidays/ Destinations

Travel- i.e flights/trainsComputer Software

BooksMobile phone service

Portable technology e.g MP3 Home Technology e.g TV's/PC

MusicFilms

% Ever reviewed online

“Thinking about the following types of products, brands or services. Can you please indicate whether you have reviewed them online, either a positive, average or negative opinion” Global Average

Impact: Influence economy

0

10

20

30

40

50

60

70

80

90

100France

Hungary Romania

Japan

Netherlands

UK

Denmark

Canada

Greece

Turkey

Russia

Czech

Switzerland

US Australia

Spain Italy

Poland

Mexico

Austria

Germany

Malaysia

Taiwan

China

Pakistan

India

Philippines

brazil

Hong Kong South Korea

Totals

Thinking about the following types of products, brands or services. Can you please indicate whether you have reviewed them online, either a positive, average or negative opinion” Films Category.

But big variation by countryImpact: Influence economy

0 10 20 30 40 50 60 70

Non alcoholic beverages Alcoholic drinks

Groceries (non food e.g cleaning products) Utilities e.g gas electricity etc

Groceries (food) Personal Healthcare (e.g medicines contact lenses etc)

Cosmetics Property/Real Estate

Financial products (e.g credit cards/ banking/insurance) Fashion (clothing/ shoes)

Games Consoles/ Gaming Home appliances e.g Fridges/freezers

Cars/Automobiles Books Music Films

Computer Software Mobile phone service

Portable technology e.g MP3 players/ Mobile Phones Travel-i.e flights/ trains

Home Technology e.g TV's/PC Holidays/ Destinations

% Researched online

Searching for information varies from contribution

Impact: Influence economy

“Thinking about the following types of products, brands or services. Can you please indicate whether you have researched them online, before purchasing” Global Average

Online turning us into influencers

-80 -60 -40 -20 0 20 40 60 80

Property/Real Estate[Often inform others] Financial products (e.g credit cards/ banking/ insurance)[Alw ays

Cars/ AutomobilesCosmetics

Games Consoles/ GamingUtilities e.g gas electricity etc[Always ask others]

Computer SoftwarePersonal Healthcare (e.g medicines contact lenses etc)[Always ask

TravelHome appliances e.g Fridges/ freezers

Alcoholic drinksHolidays/ Destinations

Portable technology e.g MP3 players/ Mobile Phones[Always ask Fashion (clothing/ shoes)

Home Technology e.g TV’s/PCGroceries (non food e.g cleaning products)

Mobile phone serviceBooksFilmsMusic

Non alcoholic beveragesGroceries (food)ALWAYS ASK

SOMETIMES ASKSOMETIMES INFORMOFTEN INFORM

INFLUENCERSRECEIVORS

“Thinking about the following type of products, brands and services, which of the following statements apply? I often inform others on what to buy / I sometimes inform others on what to buy / I sometimes ask others what products to buy /I would always ask others about what products to buy ” Global Average

Impact: democratisation of influence

-15 -10 -5 0 5 10

0123456789

10111213141516171819

20+

SOURCEINFLUENCE

Now we all influence in a huge number of categories

Impact: democratisation of influence

Impact: Super Influencers

Some rise above the mass: Super influencers

Strongly influence in 15+ product categoriesRise above the mass of influence Spreading influence regardless of topic

50 70 90 110 130 150 170 190

Male Female 16 - 24 25 - 34 35 - 44 45 - 54

Student Office Junior

Office (Mid manager) Office (Senior manager)

Non office Housewife

Unemployed Other

Primary School Some Secondary School

Full Secondary School Education

College University

Post Graduate

THE NEW INFLUENCERS

Super Influencer demographics indexed against all respondents

Lifestyle statements indexed against all respondents

25-34, educated, embrace lifeImpact: Super Influencers

Indexed against all adultsIndex against all adults

Content creators

Super Influencer social media usage indexed against all respondents

100 120 140 160 180 200 220

Watch video clips online (e.g youtube.com)

Use Instant Messenger (e.g Windows Live Messenger)

Listen to live radio/audio online

Visit a friends social network page (e.g facebook.com)

Read blogs/weblogs

Manage profile on existing social network (e.g facebook.com)

Share a video clip with a friend (email/Instant messenger)

Visit a photo sharing website (e.g flickr.com)

Create a profile on a new social network (e.g facebook.com)

Make a phone call using your computer

Upload my photos to a photo sharing website (e.g flickr.com)

Leave a comment on a blog site

Download a Podcast (pre recorded radio/audio show)

Start my own blog/ weblog

Subscribe to an RSS feed

Upload video clip to video sharing website (e.g youtube.com)

Open to commercial messaging

80

85

90

95

100

105

110

115

120

125

130

Bad personal experience[5]

Good personal experience[5]

Someone you trust having a bad personalexperience[5]

Someone you trust having a good personalexperience[5]

The brand is high quality[5]

A friend's recommendation[5]

The product or service is discounted[5]

Your friends like the product or service[5]

A free sample you receive[5]

A promotion you see in a store[5]

The brand is popular[5]

A recommendation you receive in a store[5]

An advertisement you find interesting &inspiring[5]

A recommendation in the media(TVnewspapersmags Radio)[5]

A recommendation on the Internet[5]

The brand is unknown amongst social group[5]

The brand is fashionable[5]

Seen used by a celebrity/well known figure[5]

New Influencers

Super Influencer motivations to recommend indexed against all respondents


Emerging markets lead the super influencers

0

5

10

15

20

25

30

% s

hare

of a

ctiv

e in

tern

et u

sers

Super Influencers by country, share of active users


Super Influencers are changing the world through social media

Politics

Corporate Transparency

Bloggers credited with getting obama the nomination. Obama embraced them by being massively involved in social media, from twitter to blogger to slide share

Super influencers have targeted some big corporations giving them a dose of ultra transparency. Wal-Mart is one of the main targets; there is Wal-Mart watch website, Wal-Mart groups on Flickr, hundreds of local blogs fighting the development of Wal-Marts in their back yard and social networks aimed at organising boycotts.

IssueCampaigning

Reviews


You would be hard pushed to find a category where consumer reviews have had more of an impact than restaurant reviews. Blogs from food lovers or even waiters now compete with the professionals with making or breaking restaurants. In tandem review services such as London Eating or Yelp are now essential when choosing where to go.

Wael Abbas used Youtube and blogs to hi-light human rights issues to the world.

http://www.barackobama.com/

https://ext.wgexchange.com/limo/UM%20Knowledge/walmartwatch.com

http://flickr.com/photos/filthywalmart

http://boycottwalmart.meetup.com/cities/us/co/denver/

Impact - summary

INFLUENCE ECONOMY – PRODUCTS AND SERVICES• Overall participation rates for contributing opinions, thoughts and content on products and brands is

extremely high• This means all brands have to react to the influence economy – becoming more open, more transparent

and more active in social and conversational media.• Different product categories have significantly different exposure to the power of the influencer landscape

• Even low interest, expert categories such as finance, real estate and insurance have high participation rates.

• Music, films and technology are the categories most talked about online• Holidays and travel are the most sought after for information

• Asia and emerging internet markets are leading the way in contributing opinion to the influencer economy

THE DEMOCRATISATION OF INFLUENCE• We are more likely to be influencers than receivers in the age of social media• Consumers the world over now claim influence in a huge number of categories • The key categories for broad influence are the same as the key categories for online recommendation with

the exception of groceries and food

THE NEW SUPER INFLUENCERS: CREATORS • Are the most the active in social media• They are much more likely to create and share rich content • As the channels they contribute to continue to rise in importance so does their impact in the universe of

influence • This is the new creative class; the bloggers, the video up loaders, the photo sharers

Impact: Summary

WHAT DOES IT MEAN FOR YOUR

BRAND?

A new world of transparency

NEW WORLD OF TRANSPARENCY• There are no secrets in the new world of influence

• Brands, products and services are under constant scrutiny and the truth cannot be managed in the way it was when a few gatekeepers controlled the distribution of information

• The only path is honesty, openness and transparency. If you make a mistake in the new world of influence – you admit it and make good.

• All categories of goods and services are now impacted

BE PART OF THE CONVERSATION• The new world of influence needs a more conversational approach; advertising should encourage

interaction, input and community • This means having a blog, being in social networks, creating content such as photos, videos etc – generally

being part of the conversation. • Advertising has a big role in the future world of influence – it provides the revenue for most of the services

that enable and cultivate consumer recommendation

EVERYBODY MATTERS• Today everybody should be considered an influencer to some degree – we all influence and receive to

some degree • Every target audience should be encouraged to share opinions and influence

REACHING OUT TO THE CREATORS• The creators are the new super influencers, the ones that make the most of the tools of social media.

Bloggers, video creators, podcasters etc should be considered as one the most powerful voices in the future

Impact: Summary

Responding to the new world of influence

Microsoft: Allow a a massive number of their staff to blog freely to the external world.

Impact: Summary

J&J: Have a a staff blog. As they rightfully state: “Everyone else is talking about our company, so why can’t we?”

Starbucks: My Starbucks Idea allows customers to tell Starbucks what to do.

Southwest Air: “Nuts about South West” has blogs and content from across all the maior social media applications including Youtube, Facebook and Flickr

Nike: Created a Youtube channel for Nike Soccer, sharing all their adverts and content.

Lenovo: The voice of the summer Olympic games site pulled together many athlete bloggers.

Dell: The ideastorm allows consumers to suggest ideas to Dell and their community. Also have blogs, podcasts and Twitter feeds.

H&M: Created a page on Facebook to share new collections, content and create community. It has over 250K fans!

CONTACT:

TOM SMITH HEAD OF CONSUMER

FUTURES EMEA

[email protected]

September 200829 countries

17,000 internet users

When did we start trusting strangers?Um Global August 2008

Universal Mccanns When Did We Start Trusting Strangers

Business