SOCIAL ENGAGEMENT
BENCHMARK SCORE
(SEB SCORE)
O C T O B E R 2 0 1 2
T h i s i s a p r e v i e w
F u l l r e p o r t a v a i l a b l e o n o u r
R e p o r t S t o r e
THE SEB SCORE EXPLAINED
The following report covers our inaugural Social Engagement Benchmark (SEB Score) an aggregate 100 point score that
compares which markets and demographics are more socially engaged online.
WHAT IS THE “SOCIAL
ENGAGEMENT BENCHMARK”?
A simple (and singular) measure to
assess how socially engaged a
particular consumer segment has
become
It uses 12 key social behaviours and
aggregates social consumer
engagement in participation, content
creation and brand engagement.
These are then aggregated into one
holistic measure and weighted to 100
point scale with the highest ranking
global demographic ranked as 100
WHY DID WE CREATE IT?
In response to our clients needs to
have an easier way to assess the
importance of social as part of their
wider digital and communications mix.
Social is increasingly complex and
fragmented and a simpler holistic
measure was required for initial
strategic frameworks.
It removes regional bias for particular
behaviour types and profiles.
HOW CAN YOU USE IT?
Compare a wide variety of markets
and consumer segments in a quick
and simple way in order to:
1. Prioritise investment
2. Allocation resource
3. Identify priorities
THE KEY FINDINGS
. 1 Asia (with the exception of Japan) dominates, with China leading the way, with much higher levels of social
engagement regardless of demographic compared.
. 2 Mature internet markets are more generally passive and require a different approach.
. 3 Fast growing internet markets lead in social engagement and crucially in many cases have larger social universe
that delivers a higher reach than mature internet markets.
. 4 The outputs of this report demand that we re-think how multi-market social organisational and marketing
allocations are made, moving away from internet penetration as a guide.
.
. 5 SEB underlines the importance of understanding your audience and deliver a segmented social strategy at
market level.
B U I L D I N G T H E S E B S C O R E
CREATING THE SEB SCORE BENCHMARK
Aggregate score created of each four
participation behaviours
0 - 400
The percentage of the segment involved in each activity is measured and translated into a score from 0 to 100, i.e. 46% becomes a score of 46
PARTICIPATION (1/3) CREATION (1/3) BRAND (1/3)
Use a Social Network
Use a Micro-Blog
Posted on a Forum
Comment on a Story
Upload a Photo
Upload a Video Online
Written a Blog
Written a News Story
Liked a Product or
Brand
Reviewed a Product or
Brand
Re-tweet (share) a
Brand on a Micro-blog
Upload a video / photo to a branded
page
Aggregate score created of each four
creation behaviours
0 - 400
Aggregate score created of each four
brand behaviours
0 - 400
Figure is combined
0-1200
Figure is reweighted to 100 point scale, with the top ranking demographic
scored as 100. top 25% income Chinese users scored highest on a range of
demographics and local regions with a score of 598
EXAMPLE APPLICATION
57% 47% 15% 34% 35% 72% 38% 30% 22% 78% 14% 18%
168 156 136
460
PARTICIPATION (1/3) CREATION (1/3) BRAND (1/3)
Use a Social Network
Use a Micro-Blog
Posted on a Forum
Comment on a Story
Upload a Photo
Upload a Video Online
Written a Blog
Written a News Story
Liked a Product or
Brand
Reviewed a Product or
Brand
Re-tweet (share) a
Brand on a Micro-blog
Upload a video /
photo to a branded
page
SEB:
76 16-24
Malaysian
EXAMPLE SEB SCORE
16-24
Malaysian
Female
UK
Global Average
Score: 460
Score: 351
Score: 237
China
Top 25% Income
Score: 598
SEB: 76
SEB: 70
SEB: 40
SEB: 100
K E Y R E S U LT S
SEB SCORE BY MARKET: CHINA IS THE MOST SOCIALLY ENGAGED
10 20 30 40 50 60 70 80 90 100
China
Indonesia
India
Vietnam
Philippines
Turkey
Malaysia
Brazil
Thailand
Argentina
Mexico
UAE
Saudi Arabia
Taiwan
South Africa
Russia
Poland
Spain
South Korea
Singapore
Hong Kong
Italy
Canada
Australia
Netherlands
Germany
UK
USA
France
Sweden
Japan
MOST
SOCIALLY
ENGAGED
LEAST
SOCIALLY
ENGAGED Average SEB Score by market Source: GlobalWebIndex, GWI.7 Q2 2012. Social Engagement Benchmark
Guangzhou (China) 90
Iba pang (Philippines) 89
Xi'an (China) 87
Bangalore (India) 87
TRANSLATES LOCALLY
Sumatra (Indonesia) 86
Wuhan (China) 86
Chennai (China) 85
Shenzhen (China) 85
Shenyang (China) 83
Nanjing (China) 82
28 West (Sweden)
27 Chubu (Japan)
27 Southeast (Sweden)
25 Kanto (Japan)
25 Kinki (Japan)
23 Northern Territory (Japan)
22 Kyushu (Japan)
21 Shikoku (Japan)
19 Tohuku (Japan)
18 Chubu (Japan)
TOP 10 LOCAL REGIONS BOTTOM 10 LOCAL REGIONS
Average SEB Score by local region. Top and bottom 10 Source: GlobalWebIndex, GWI.7 Q2 2012. Social Engagement Benchmark
SEB SCORE VARIATION: DEMOGRAPHIC DIFFERENCE REFLECTS MARKET
0
10
20
30
40
50
60
70
80
90
100
Brazil China Germany USA
SEB Score by market and key demographics Source: GlobalWebIndex, GWI.7 Q2 2012. Social Engagement Benchmark
THE KEY FINDINGS
. 1 Asia (with the exception of Japan) dominates, with China leading the way, with much higher levels of social
engagement regardless of demographic compared.
. 2 Mature internet markets are more generally passive and require a different approach.
. 3 Fast growing internet markets lead in social engagement and crucially in many cases have larger social universe
that delivers a higher reach than mature internet markets.
. 4 The outputs of this report demand that we re-think how multi-market social organisational and marketing
allocations are made, moving away from internet penetration as a guide.
.
. 5 SEB underlines the importance of understanding your audience and deliver a segmented social strategy at
market level.
G E T T H E F U L L R E P O R T:
g l o b a l w e b i n d e x . n e t / r e p o r t - p a g e /
S l i d e s h a r e / g l o b a l w e b i n d e x
@ g l o b a l w e b i n d e x