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Media Shifts to Social
What social content means for online marketing and
business practices

                  Cate Riegner, Vice President, Research
                                  Netpop Research, LLC C




      | Connect
Introduction
Time spent online for communication h
       Ti        t  li f           i ti has
       increased 18% since 2006
                              Communication
                                                                        32% of
                                           18% growth
                                                                   Total Time
                                                                  Spent Online

                  27% of
                Total Time
               Spent Online




                              2006             2008

Netpop Research, LLC          Netpop | Connect Social Media U.S. 2009            3
Time spent online for entertainment h
       Ti        t   li f      t ti      t has
       declined 29% in the same period
                              Communication
                                           18% growth

                                                                         Entertainment
                  27% of
                Total Time
               Spent Online



                                                                                 30% drop     19% of
                                                                                             Total Time
                                                                                            Spent Online




                              2006             2008                     2006      2008

Netpop Research, LLC          Netpop | Connect Social Media U.S. 2009                               4
As
       A new ways t connect and share online gain in
                     to         t dh           li     ii
       popularity, the definition of entertainment is
       changing
           gg



       Social t t i
       S i l entertainment i on the rise –
                           t is  th i
       entertainment that involves talking and
       sharing,
       sharing providing opinions and comparing
                          opinions,
       perspectives




Netpop Research, LLC      Netpop | Connect Social Media U.S. 2009   5
105 million A
            illi Americans now participate i social media,
                       i            ti i t in     il     di
       generating entertainment content by the people, for the
       pp
       people


       Attention is splintered across millions of
       imperceptible, personal, and unpredictable
       interactions




Netpop Research, LLC      Netpop | Connect Social Media U.S. 2009   6
Social
       S i l media is changing where consumers spend th i
                 di i h      i     h                      d their
       spare time, focus their attention, form their opinions
       and influence others



       They wield a force on consumer markets that
       leaves companies on the sidelines – outside
       the conversation




Netpop Research, LLC       Netpop | Connect Social Media U.S. 2009   7
To t
       T stay relevant, companies need to discard age-old
                l    t         i      d t di    d      ld
       approaches to advertising and marketing



       Mind-share is not only about a message, a
                                      message
       medium, or even a market anymore

       Social media is changing everything




Netpop Research, LLC     Netpop | Connect Social Media U.S. 2009   8
This N t
       Thi Netpop report examines the modes of social
                            t     i  th     d     f    il
       media, the users driving the trend, and the sites
       facilitating the interactions
                  g



       Pointing t
       P i ti to new ways of engaging consumers
                              f       i
       and integrating brands in social media spaces




Netpop Research, LLC      Netpop | Connect Social Media U.S. 2009   9
Social Media Modes




Netpop Research, LLC   Netpop | Connect Social Media U.S. 2009   10
gularly
      100%

                                                                                                                                           Send email
       90%
                                          vity Reg

                                                                 We begin by examining the
       80%



                                                                 use and frequency of many modes of
       70%
                       Percent Who Do Activ




                                                                                        social media
                                                                                           il    di
       60%

                                                                                                                             One-to-One   Private
                                                                                                         Send/forward email with
                                                                                                           links/attachments
       50%
                                                                                                                           One-to-Many Private
                                 o




                                                                                                                           One-to-Many Public
       40%
                                                                                                                    IM

                                                                                                                           What is Contributed
                                                                                                 Text message
       30%



       20%



                                                                 Percent Who Do Activity Daily
       10%
                                                                          Video conferencing VoIP


       0%
             0%           10%                              20%     30%         40%         50%           60%         70%          80%            90%    100%




Netpop Research, LLC                                                     Netpop | Connect Social Media U.S. 2009                                               11
Who Contributes




Netpop Research, LLC   Netpop | Connect Social Media U.S. 2009   12
The vast majority (76%) of broadband users are active contributors
                                                          to social media

    138 Million U.S.
    Broadband
    Users age 13+

                                                       Contributors:
                                                       76%
                                                       (105 million)




              Non-
              Contributors:
                                                                                               Upload audio
              24%
                %                                                                              Upload video
              (33 million)
                                                                                               Post to a wiki
                                                                                              Publish a blog
                                                                                             Upload photos
                                                                                          Upload podcasts
                                                                                         Publish a website
                                                                                        Tag articles, videos
                                                                                       Post to a micro-blog
                                                                                      Send/forward emails
                                                                                      Live in a virtual world
                                                                                      Post to a blog, forum
                                                                                  Rate or review a product
                                                                                Share files in P2P network
                                                                        Use SN sites/publish personal page

Netpop Research, LLC          Netpop | Connect Social Media U.S. 2009                                           13
Individuals who do 6 or more social media activities regularly are
                                                       heavy contributors

    138 Million U.S.
    Broadband                                   Medium
    Users age 13+                             Contributors:
                                             Regularly Engage
                                             in 4 to 5 Activities



                                Heavy
                              Contributors:
                              Regularly Engage
                               in 6 + Activities

              Non-
              Contributors:
                                                                                                                             Upload audio
              No Activities
                                                                                                                             Upload video
                                                                                           Light
                                                                                                                             Post to a wiki
                                                                                     Contributors:
                                                                                                                            Publish a blog
                                                                                    Regularly Engage
                                                                                                                           Upload photos
                                                                                    in 1 to 3 Activites
                                                                                                                        Upload podcasts
                                                                                                                       Publish a website
                                                                                                                      Tag articles, videos
                                                                                                                     Post to a micro-blog
                                                                                                                    Send/forward emails
                                                                                                                    Live in a virtual world
                                                                                                                    Post to a blog, forum
                                                                                                                Rate or review a product
                                                                                                              Share files in P2P network
                                                                                                      Use SN sites/publish personal page

Netpop Research, LLC                                    Netpop | Connect Social Media U.S. 2009                                               14
Now that you have been introduced social media modes and contributors, we
        hope you are interested in learning more. A similar report on social media in
        China is also available.

        To purchase the full report please go to www netpopresearch com
                             report,             www.netpopresearch.com.

        Topics covered include:                      •Use and frequency of 20 online communication and social
                                                     media channels, including photo-sharing, video-sharing, micro-
                                                     blogging, social networking, tagging, wikis, etc.
                                                        gg g                   g gg g

                                                     •Differences in use and frequency among younger users,
                                                     identifying how usage among teens and college students differs
                                                     from older users

            Heavy, Medium, Light,
            Heavy Medium Light and Non               •Comparison of li ht medium and h
                                                      C       i    f light,   di       d heavy social media users t
                                                                                                   il     di      to
                                                     understand the heaviest “influencers” and how are their usage
                             Contributors            habits and motivations differ from less active users

                                                     •Public versus private sharing of Web 2.0 comments and
            YouTube, Flickr, LinkedIn, Digg,         content: who shares publicly online and what motivates their
                   Twitter, and Yelp users           Web 2.0 involvement

                                                     •Profile of six Web 2.0 brands: Digg, Flickr, LinkedIn, Twitter, Yelp
                                                     and YouTube to identify the types of users and unique
                                                     motivations that drive usage of these sites

                                                     •Implications for online marketing and advertising strategies:
                                                     What social media means for the way businesses

Netpop Research, LLC                 Netpop | Connect Social Media U.S. 2009                                           15

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Netpop | Connect: Media Shifts to Social 2009 Preview

  • 1. Media Shifts to Social What social content means for online marketing and business practices Cate Riegner, Vice President, Research Netpop Research, LLC C | Connect
  • 3. Time spent online for communication h Ti t li f i ti has increased 18% since 2006 Communication 32% of 18% growth Total Time Spent Online 27% of Total Time Spent Online 2006 2008 Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 3
  • 4. Time spent online for entertainment h Ti t li f t ti t has declined 29% in the same period Communication 18% growth Entertainment 27% of Total Time Spent Online 30% drop 19% of Total Time Spent Online 2006 2008 2006 2008 Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 4
  • 5. As A new ways t connect and share online gain in to t dh li ii popularity, the definition of entertainment is changing gg Social t t i S i l entertainment i on the rise – t is th i entertainment that involves talking and sharing, sharing providing opinions and comparing opinions, perspectives Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 5
  • 6. 105 million A illi Americans now participate i social media, i ti i t in il di generating entertainment content by the people, for the pp people Attention is splintered across millions of imperceptible, personal, and unpredictable interactions Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 6
  • 7. Social S i l media is changing where consumers spend th i di i h i h d their spare time, focus their attention, form their opinions and influence others They wield a force on consumer markets that leaves companies on the sidelines – outside the conversation Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 7
  • 8. To t T stay relevant, companies need to discard age-old l t i d t di d ld approaches to advertising and marketing Mind-share is not only about a message, a message medium, or even a market anymore Social media is changing everything Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 8
  • 9. This N t Thi Netpop report examines the modes of social t i th d f il media, the users driving the trend, and the sites facilitating the interactions g Pointing t P i ti to new ways of engaging consumers f i and integrating brands in social media spaces Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 9
  • 10. Social Media Modes Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 10
  • 11. gularly 100% Send email 90% vity Reg We begin by examining the 80% use and frequency of many modes of 70% Percent Who Do Activ social media il di 60% One-to-One Private Send/forward email with links/attachments 50% One-to-Many Private o One-to-Many Public 40% IM What is Contributed Text message 30% 20% Percent Who Do Activity Daily 10% Video conferencing VoIP 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 11
  • 12. Who Contributes Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 12
  • 13. The vast majority (76%) of broadband users are active contributors to social media 138 Million U.S. Broadband Users age 13+ Contributors: 76% (105 million) Non- Contributors: Upload audio 24% % Upload video (33 million) Post to a wiki Publish a blog Upload photos Upload podcasts Publish a website Tag articles, videos Post to a micro-blog Send/forward emails Live in a virtual world Post to a blog, forum Rate or review a product Share files in P2P network Use SN sites/publish personal page Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 13
  • 14. Individuals who do 6 or more social media activities regularly are heavy contributors 138 Million U.S. Broadband Medium Users age 13+ Contributors: Regularly Engage in 4 to 5 Activities Heavy Contributors: Regularly Engage in 6 + Activities Non- Contributors: Upload audio No Activities Upload video Light Post to a wiki Contributors: Publish a blog Regularly Engage Upload photos in 1 to 3 Activites Upload podcasts Publish a website Tag articles, videos Post to a micro-blog Send/forward emails Live in a virtual world Post to a blog, forum Rate or review a product Share files in P2P network Use SN sites/publish personal page Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 14
  • 15. Now that you have been introduced social media modes and contributors, we hope you are interested in learning more. A similar report on social media in China is also available. To purchase the full report please go to www netpopresearch com report, www.netpopresearch.com. Topics covered include: •Use and frequency of 20 online communication and social media channels, including photo-sharing, video-sharing, micro- blogging, social networking, tagging, wikis, etc. gg g g gg g •Differences in use and frequency among younger users, identifying how usage among teens and college students differs from older users Heavy, Medium, Light, Heavy Medium Light and Non •Comparison of li ht medium and h C i f light, di d heavy social media users t il di to understand the heaviest “influencers” and how are their usage Contributors habits and motivations differ from less active users •Public versus private sharing of Web 2.0 comments and YouTube, Flickr, LinkedIn, Digg, content: who shares publicly online and what motivates their Twitter, and Yelp users Web 2.0 involvement •Profile of six Web 2.0 brands: Digg, Flickr, LinkedIn, Twitter, Yelp and YouTube to identify the types of users and unique motivations that drive usage of these sites •Implications for online marketing and advertising strategies: What social media means for the way businesses Netpop Research, LLC Netpop | Connect Social Media U.S. 2009 15