Wednesday 23rd April

Activating Social Media

“In the analog era marketing was about getting people to think things so they might do things.
Digital media are interactive, so now it’s the other way round. Marketing is now about getting people to
do things.” Simon Silvester

Social networking is now a part of daily lives for many online consumers, but it is also a platform that is continually changing. What began as a core messaging platform connected to your friend list has become an aggregator of services; the one-stop-shop for all of your online needs.

A consumer can now listen to music, watch videos, play games, create groups and share their location. When we look at what the next big development will be, multi-media integration is at the top of the list. The networks that can make this as seamless and intuitive as possible will be winners. Brands should also look to integrate multi-media in their social media campaigns to increase impact in an increasingly competitive and hostile space.

From a brand perspective, the category you are in will play a big role in your social media strategies. Brands in technology categories must have a social media presence to survive. Tactics must also vary by region; make sure your social media presence in rapid growth markets is an informative as it is inspirational.

The most frequent activities span this axis
yellow cube

DAILY

light yellow cube

EVER


% SOCIAL NETWORKING

11.01: Usage frequency of SN

Bases: All respondents n=48804


social networking


Multi-media integration is the next critical development

% LOOKING TO INCREASE USAGE OF SOCIAL MEDIA ACTIVITY

I6: Future development of activities

Bases: All respondents 48804


looking to increase usage of social media activity


Technology categories see the greatest reliance on user-generated content

% USING ‘USER-GENERATED’ ONLINE INFORMATION TO MAKE PURCHASE DECISIONS

N14: Social Network activities

Bases: All social networks 40382


using ‘user-generated’ online information to make purchase decisions


In rapid growth markets, social networks are a key source of information on brands; align content appropriately across regions.

REASONS TO JOIN A BRAND COMMUNITY – TO GET MORE INFORMATION ABOUT A BRAND

N13: Reasons for potential brand friending

Bases: All social networkers 40819


reasons to join a brand community



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