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WHAT’S
HAPPENING
ONLINE?
MARJA RUIGROK
UTRECHT, OCTOBER 8, 2009
Ruigrok | NetPanel - okt 2009
2
WHAT’S HAPPENING ONLINE?
Who’s doing what?
1. Impact of social media
2. Online identity
3. Usability rules
4. Mobile internet
5. E-commerce
6. Cases
Ruigrok | NetPanel - okt 2009
3
http://www.youtube.com/watch?v=4OTH8bE_8dM
Ruigrok | NetPanel - okt 2009
4
USER TYPES
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
Ruigrok | NetPanel - okt 2009
6 USERTYPES
For each of the website / application categories below, please specify whether you
are a passive user, active user or non-user.
Basis: All - in percentages (n=1.011)
© 2009 - Ruigrok | NetPanel
93%
92%
90%
87%
78%
78%
66%
53%
47%
39%
34%
34%
27%
4%
4%
5%
6%
12%
10%
23%
19%
21%
30%
29%
45%
20%
51%
51%
3%
6%
7%
9%
10%
15%
15%
23%
14%
45%
14%
22%
66%
61% 18%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Virtual world (Second Life)
Social bookmarking (Delicious)
Twitter
Interactive gaming (World of Warcraft)
Widgets (application software, e.g. for Facebook)
Business social networks (LinkedIn, Plaxo, Xing)
Forums
Platforms for sharing photos (Flickr, Picasa)
Platforms for sharing music (LimeWire, Soulseek)
Blogs, Weblogs (posts and/or reactions)
Platforms for trading/commerce (eBay)
Platforms for sharing videos (YouTube)
Private social networks (MySpace, Facebook)
Wikis (Wikipedia)
Product and service comparison sites
Non-user Passive user Active user Don't know, no opinion
Ruigrok | NetPanel - okt 2009
7
ONLINE NETWORKING & IDENTITY
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%
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
Ruigrok | NetPanel - okt 2009
10 MORE FAMOUS THAN YOU THINK
http://www.youtube.com/watch?v=3BfHhYnUYwo
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
Ruigrok | NetPanel - okt 2009
12
USABILITY RULES
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
Ruigrok | NetPanel - okt 2009
14
MOBILE INTERNET
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
Ruigrok | NetPanel - okt 2009
16
E-COMMERCE
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
Ruigrok | NetPanel - okt 2009
18
CASES
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
Ruigrok | NetPanel - okt 2009
20
20
Effects
awareness image involvement trafficconversion
KNOWLEDGE
NEEDS
do’s & don’ts
best & worst practices inspiration
(non) commercial?
measurability
Costs and benefits
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
Ruigrok | NetPanel - okt 2009
22
22
BEST PRACTICE
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.
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
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
Ruigrok | NetPanel - okt 2009
26
MORE?
http://weblog.ruigrok.nl/voll
edige-rapportage-next-web-
2009-online/
http://weblog.ruigrok.nl/on
derzoek-smpa-sociale-media-
kansrijk-maar-te-weinig-
kennis-beschikbaar/
marja@ruigroknetpanel.nl
twitter.com/marjaruigrok

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What's Happening Online 2009 - Ruigrok | NetPanel

  • 2. Ruigrok | NetPanel - okt 2009 2 WHAT’S HAPPENING ONLINE? Who’s doing what? 1. Impact of social media 2. Online identity 3. Usability rules 4. Mobile internet 5. E-commerce 6. Cases
  • 3. Ruigrok | NetPanel - okt 2009 3 http://www.youtube.com/watch?v=4OTH8bE_8dM
  • 4. Ruigrok | NetPanel - okt 2009 4 USER TYPES
  • 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
  • 6. Ruigrok | NetPanel - okt 2009 6 USERTYPES For each of the website / application categories below, please specify whether you are a passive user, active user or non-user. Basis: All - in percentages (n=1.011) © 2009 - Ruigrok | NetPanel 93% 92% 90% 87% 78% 78% 66% 53% 47% 39% 34% 34% 27% 4% 4% 5% 6% 12% 10% 23% 19% 21% 30% 29% 45% 20% 51% 51% 3% 6% 7% 9% 10% 15% 15% 23% 14% 45% 14% 22% 66% 61% 18% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Virtual world (Second Life) Social bookmarking (Delicious) Twitter Interactive gaming (World of Warcraft) Widgets (application software, e.g. for Facebook) Business social networks (LinkedIn, Plaxo, Xing) Forums Platforms for sharing photos (Flickr, Picasa) Platforms for sharing music (LimeWire, Soulseek) Blogs, Weblogs (posts and/or reactions) Platforms for trading/commerce (eBay) Platforms for sharing videos (YouTube) Private social networks (MySpace, Facebook) Wikis (Wikipedia) Product and service comparison sites Non-user Passive user Active user Don't know, no opinion
  • 7. Ruigrok | NetPanel - okt 2009 7 ONLINE NETWORKING & IDENTITY
  • 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
  • 12. Ruigrok | NetPanel - okt 2009 12 USABILITY RULES
  • 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
  • 14. Ruigrok | NetPanel - okt 2009 14 MOBILE INTERNET
  • 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
  • 16. Ruigrok | NetPanel - okt 2009 16 E-COMMERCE
  • 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
  • 18. Ruigrok | NetPanel - okt 2009 18 CASES
  • 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
  • 20. Ruigrok | NetPanel - okt 2009 20 20 Effects awareness image involvement trafficconversion KNOWLEDGE NEEDS do’s & don’ts best & worst practices inspiration (non) commercial? measurability Costs and benefits
  • 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
  • 22. Ruigrok | NetPanel - okt 2009 22 22 BEST PRACTICE
  • 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
  • 26. Ruigrok | NetPanel - okt 2009 26 MORE? http://weblog.ruigrok.nl/voll edige-rapportage-next-web- 2009-online/ http://weblog.ruigrok.nl/on derzoek-smpa-sociale-media- kansrijk-maar-te-weinig- kennis-beschikbaar/ marja@ruigroknetpanel.nl twitter.com/marjaruigrok