5. Ruigrok | NetPanel - okt 2009
5
The biggest share of the
user-generated content
comes from a small share of the
population
NON-USERS, PASSIVE USERS, ACTIVE USERS
8. Ruigrok | NetPanel - okt 2009
8
2007 40%
2008 60%
2009 70%
31% expect the time they spend on online networks to increase in the future
PARTICIPATION SOCIAL MEDIA INCREASES
percentage of respondents with a profile on the
network
*Base: All, n=1.011
56%
33%
18%
12%
12%
9. Ruigrok | NetPanel - okt 2009
9
YOU WIN SOME, YOU LOOSE SOME
41% 44% 15%
39% 40% 21%
38% 34% 28%
10%40%51%
9%22%69%
30%
55% 15%
=Less active
=Equally active
=More active
*Base: Respondents with a profile on one or more online
networks, n=variable per network, 121 - 510
10. Ruigrok | NetPanel - okt 2009
10 MORE FAMOUS THAN YOU THINK
http://www.youtube.com/watch?v=3BfHhYnUYwo
11. Ruigrok | NetPanel - okt 2009
11
WE ARE AWARE, BUT NOT ACTIVE
• 84% is selective about the personal information they put online
• 71% is aware of their online identity, 6% is not
• 60% think that their online identity is in their own hands, 9%
think it is not
• 54% sometimes worrie about the trail of personal information
they leave behind
• 9% have discovered unwanted private information about his or
herself online
• 12% is consciously working to create the appropriate online
identity, 53% is not
*Base: All, n=1.011
13. Ruigrok | NetPanel - okt 2009
13
WE EXPECT A LOT, WE GET IRRITATED A
LOT
75% think you can expect much in terms of user-friendliness from
a website, even if it’s a free website or online application. Only 9%
disagree.
Imagine what that means for your internet or intranet…
*Base: Respondents with a profile on one or more online
networks, n=variable per network, 121 - 510
What are we irritated about?
Pop-ups 64%
Advertising 55%
Outdated content 42%
Poorly functioning search functionality 41%
Poorly functioning navigation menu 37%
*Base: All, n=1.011
15. Ruigrok | NetPanel - okt 2009
15
50% ACCESS TO MOBILE INTERNET, LOW USAGE
49% have access to internet on the mobile phone*
40% of the ones with access use the internet on
their mobile phone
60% of the ones with access never go online on
their mobile phone
*Base: All, n= 1.011
**Base: Respondents with access, n= 498
Why not?
It costs too much 54%
No need for it 50%
Screen too small 25%
Too difficult 20%
Speed too low 19%
*Base: Non-users of mobile internet, n= 389
What?
Private mail 53%
News 49%
Search 48%
Weather 44%
Travel information 29%
*Base: Users of mobile internet, n= 198
17. Ruigrok | NetPanel - okt 2009
17
SPENDING AND EARNING ON THE WEB
62% buy products and services online (6 billion euro!)
79% think online payments always have to require a secure
payment method, like iDeal or PayPal.
16% find it easier to spend money online than in physical shops.
Have you ever paid to use any of the
following online products / services?
Yes
Music 17%
Premium access 10%
Online storage 4%
Video 4%
Advertising-free access 3%
News 2%
*Base: All, n=1.011
Have you ever earned money online with any
of the following online products / services?
Yes
EBay, Marktplaats 43%
Online shop 5%
Advertisements 2%
EBay access 2%
Writing / publishing content 2%
Music 1%
Premium access 1%
Video 0%
*Base: All, n=1.011
19. Ruigrok | NetPanel - okt 2009
19
MARKETING PRACTICE
Respondents
• n=277
• Marketeers
• Active users (46% twitter)
Knowlegde
• 82% is familiar with Social
Media
• But no knowledge about
the effect
21. Ruigrok | NetPanel - okt 2009
21
21
(zeer) succesvol neutraal (helemaal) niet succesvol
usage
sociale media
53% 32% 4% 11%
weet niet / geen
mening
Basis: Ondervraagden van wie de organisatie sociale media inzetten
voor commerciële doeleinden, n=179
(brand)reputation 64% 6% 0%
Positief effect Geen effect Negatief effect
30%
weet niet / geen mening
23. Ruigrok | NetPanel - okt 2009
23
WHY SUCCESS?
• Measurable effect on new
bizz, awareness, conversion,
traffic (online and offline),
findability, visibility)
• Pull marketing: new markets
• Low costs, high profit
• Press attention
• Successful recruitment
• LinkedIn, Hyves, Facebook,
Twitter, YouTube
Er was minder campagnegeld
beschikbaar. Via sociale media is het
gelukt om het resultaat 6 keer zo hoog
te hebben en de kosten 10 keer zo laag.
24. Ruigrok | NetPanel - okt 2009
24
WHY FAILURE?
• Low response / no connection
between target group and
community
• No continuity (sleeping ->
coma -> dead)
• Reasons:
• Strategy
• Management
• Focus
• Relevance
• Content
• Commerciality
• Makers
• For example: Second Life
25. Ruigrok | NetPanel - okt 2009
25
LEARNINGS
Activation:
• Be ready
• Clear objective, target group
and focus
• Know your target group
• Add value (you get what you
give)
• Choose your channels carefully
• Be transparent
• Coverage
• User friendly
Continuity:
• Take care of your community