We Are Social - Future Factors 2013

we are social • MAY 2013 �

FUTURE FACTORS 2013 �WE ARE SOCIAL’S PROVOCATIONS FOR OUR DIGITAL FUTURE �

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THE CONTEXT�

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7,018,000,000 �

2,330,000,000 �

1,720,000,000 �

6,400,000,000 �

TOTAL POPULATION�

INTERNET USERS�

USERS ON TOP SOCIAL NETWORKS�

MOBILE SUBSCRIPTIONS�

THE WORLDWIDE PICTURE �FEB�2013 �

COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL, DIGITAL AND MOBILE INSIGHTS AND STATISTICS, VISIT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED JAN

2013). URBANISATION: THE UNITED NATIONS WORLD URBANIZATION PROSPECTS REPORT (OCT 2012). INTERNET: INTERNETWORLDSTATS (LATEST AVAILABLE DATA, AS AT JAN 2013). SOCIAL MEDIA: BASED ON

SITE=REPORTED DATA FROM FACEBOOK, TENCENT, AND VKONTAKTE, COMPARED TO A VARIETY OF OTHER PLATFORMS (ALL LATEST AVAILABLE DATA, AS AT JAN 2013). MOBILE: ERICSSON MOBILITY REPORT (NOV 2012). � 4 �

URBAN� RURAL �

52%� 48%�

INTERNET PENETRATION�

SOCIAL NETWORKING PENETRATION�

MOBILE PENETRATION�

33%�

24%�

91%�

NORTH AMERICA�

CENTRAL AMERICA�

SOUTH AMERICA�

AFRICA�

MIDDLE EAST�

WESTERN EUROPE �

EASTERN EUROPE �

ASIA�

OCEANIA�

CENTRAL �ASIA�

INTERNET PENETRATION BY REGION�FEB�2013 �

SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS (LATEST AVAILABLE DATA, AS AT JAN 2013), COMPARED TO DATA FROM THE US CENSUS BUREAU (JAN 2013) � 5 �

78%�

44%�13%�

39%�

75%�

48%�

28%�

56%�

32%�

24%�

NORTH AMERICA�

CENTRAL AMERICA�

SOUTH AMERICA�

AFRICA�

MIDDLE EAST�

WESTERN EUROPE �

EASTERN EUROPE �

ASIA�

OCEANIA�

CENTRAL �ASIA�

SOCIAL MEDIA PENETRATION BY REGION�FEB�2013 �

SOURCES: BASED ON DATA FROM FACEBOOK, TENCENT AND VKONTAKTE (LATEST AVAILABLE DATA, AS AT JAN 2013), AND THE US CENSUS BUREAU (JAN 2013) � 6 �

54%�

36%�5%�

19% �

41%�

48%�

23%�

35%�

28%�

8%�

NORTH AMERICA�

LATIN AMERICA�AFRICA�

MIDDLE EAST�

WESTERN EUROPE �

CENTRAL & �EASTERN EUROPE �

ASIA PACIFIC �

MOBILE SUBSCRIPTION PENETRATION�NOV�2012 �

SOURCE: ERICSSON MOBILITY REPORT (NOV 2012) � 7 �

101%�

112% � 67%�

103%�127%�

128%�

83%�

THE FUTURE �

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OUR KEY THEMES OF FOCUS FOR 2013: �

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BUILDING COMMUNITIES RATHER THAN PLATFORMS �

CONNECTING WITH PEOPLE WHEN THEY’RE OUT AND ABOUT�

PEOPLE � PORTABLE �ADDING VALUE AT EVERY POSSIBLE OPPORTUNITY �

PRACTICAL �

01�SIMULTANEOUS SOCIAL

TRANSMEDIA EXPERIENCES�

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TREND: ‘SECOND SCREEN’ IS JUST THE BEGINNING �OF A TRANSMEDIA SOCIAL MEDIA PHENOMENON�

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SOCIAL CONTENT EXPERIENCES WILL COME TO �LIFE ACROSS MULTIPLE DEVICES AT THE SAME TIME �

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TO DO: CREATE EXPERIENCES THAT DRIVE CONSUMPTION AND ENGAGEMENT ACROSS MULTIPLE DEVICES�

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02�COMMUNITIES �VS PLATFORMS�

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TREND: THE NETWORK EFFECT: PEOPLE GO WHERE �THEIR FRIENDS ARE AND WHERE THE ACTION IS�

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BRANDS WILL FOCUS ON NURTURING COMMUNITIES�INSTEAD OF BUILDING PLATFORM-SPECIFIC AUDIENCES �

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TO DO: BUILD COMMUNITIES AROUND �SHARED PASSIONS, NOT AROUND PLATFORMS�

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03�MOBILE LIFE VS�MOBILE PHONE �

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TREND: THE CONNECTED DEVICES IN OUR POCKETS �ARE ALREADY OUR ‘MOST IMPORTANT’ MEDIUM �

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NO PHONY ADDICTION�

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OF JAPAN’S SMARTPHONE OWNERS WON’T LEAVE THE

HOUSE WITHOUT THEIR DEVICE �

OF CHINESE PEOPLE SAY �THEY “CAN’T LIVE WITHOUT”

THEIR MOBILE PHONE �

78%� 70%�

QUICK�STATS �

STRATEGIES WILL COME TO LIFE ON MOBILE �DEVICES, OR WON’T COME TO LIFE AT ALL �

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TO DO: CREATE OPPORTUNITIES FOR CONSUMPTION�AND ENGAGEMENT AROUND PEOPLE’S MOBILE HABITS �

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04�CONTENT�

TAPAS ��

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OBSERVATION: EPIC CONTENT IS NOT�THE ONLY WAY TO ENGAGE PEOPLE �

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BRANDS AND PUBLISHERS CREATE MORE ‘CONTENT SNACKS’ FOR PEOPLE TO CONSUME ON THE GO �

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TO DO: IDENTIFY THE ‘IN-BETWEEN’ MOMENTS WHERE PEOPLE WILL MOST LIKELY CONSUME SUCH CONTENT�

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05�COMMITMENTS �

NOT CAMPAIGNS�

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OBSERVATION: MANY BRANDS STILL USE �SOCIAL MEDIA TO RUN SHORT-TERM CAMPAIGNS �

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BRANDS REALISE THAT ENDURING AND CONSISTENT COMMITMENT IS THE BEST WAY TO BUILD SOCIAL VALUE �

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TO DO: SUSTAIN STEADFAST, EVERYDAY �CONVERSATIONS WITH YOUR AUDIENCE �

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CONVERSATIONS�

06�SOCIALLY INTERACTIVE �

CUSTOMER SERVICE �

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TREND: PEOPLE EXPECT CUSTOMER SUPPORT�WHEREVER AND WHENEVER THEY NEED AND WANT IT�

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BRANDS MAKE CUSTOMER SERVICE A CORE COMPONENT OF THEIR REAL-TIME SOCIAL MEDIA STRATEGY �

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YES, CAN I HELP YOU? _ �

TO DO: TRADITIONAL CRM PRACTICES HAVE �TO EVOLVE AND EXTEND TO SOCIAL MEDIA�

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07�SOCIAL �BUYING �

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OBSERVATION: PEOPLE OFTEN STRUGGLE TO�CHOOSE BETWEEN AVAILABLE BRANDS AND PRODUCTS �

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SERVICES LIKE ‘WHAT YOUR FRIENDS BOUGHT’ AND ‘YOUR NETWORK RECOMMENDS’ BECOME WIDESPREAD �

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TO DO: OPTIMISE YOUR E-COMMERCE SITES�TO HARNESS SOCIAL RECOMMENDATIONS�

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Recommend

08�SOCIAL SHARING �

AS CURRENCY �

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TREND: THE AWARENESS AND ENDORSEMENT DELIVERED BY SOCIAL SHARING HAS INCREASING VALUE TO BRANDS �

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PHENOMENA LIKE ‘PAY WITH A TWEET’ BECOME MORE WIDESPREAD AS BRANDS INCENTIVISE SOCIAL SHARING �

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TO DO: CREATE OPPORTUNITIES FOR TRANSACTIONS THAT ARE NOT MONETARY, BUT SOCIAL, IN VALUE �

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09�SOCIAL �INSIDE �

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REALISATION: THE VALUE OF SOCIAL MEDIA�ACTIVITY IS NOT LIMITED TO EXTERNAL AUDIENCES �

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COMPANIES USE SOCIAL NETWORKING TO FACILITATE SHARING AND COLLABORATION ACROSS THE BUSINESS �

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TO DO: BE A COMPANY THAT IS SOCIAL,�NOT JUST A BRAND THAT DOES SOCIAL �

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10�CRISIS AND OPPORTUNITY

MANAGEMENT�

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REALITY: ‘SOCIAL WILDFIRE’ MEANS THAT BRANDS �MUST PREPARE FOR VARIOUS SCENARIOS IN ADVANCE �

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CRISIS PLANNING AND REAL-TIME OPPORTUNITY MANAGEMENT RISE TO THE TOP OF THE SOCIAL AGENDA�

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!!

TO DO: CHART OUT A SOCIAL MEDIA CRISIS RESPONSE PLAN AND IDENTIFY KEY PEOPLE AND PARTNERS �

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FUTURE FACTORS 2013 �1.  SIMULTANEOUS SOCIAL TRANSMEDIA EXPERIENCES�

2.  COMMUNITIES vs PLATFORMS�3.  MOBILE LIFE vs MOBILE PHONE �

4.  CONTENT TAPAS�5.  COMMITMENTS vs CAMPAIGNS�

6.  SOCIALLY INTERACTIVE CUSTOMER SERVICE �7.  SOCIAL BUYING �

8.  SOCIAL SHARING AS CURRENCY �9.  SOCIAL INSIDE �

10. CRISIS AND OPPORTUNITY MANAGEMENT�

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WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.�

WE HELP BRANDS TO LISTEN TO, UNDERSTAND,�AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.�

WE’RE ALREADY HELPING MANY OF THE WORLD’S �TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL,

DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. �

IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU�TOO, CALL SIMON KEMP ON +65 9146 5356, OR �

EMAIL US AT [email protected].�

FIND OUT MORE AT WEARESOCIAL.SG.�

WE ARE SOCIAL �@WEARESOCIALSG �

+65 9146 5356 �[email protected] �

WEARESOCIAL.SG �