5ème édition de l'étude "Wave" d'Universal McCann, sur les réseaux sociaux 2010. Cette cinquième vague s'intéresse à la place des marques dans cet univers et sur leur "socialisation". Désormais étendue à 53 marchés et 37600 sondés, l'étude souligne - en préambule - que 47% des membres de réseaux sociaux ont rejoint des communautés de marques... sur un total de 1,5 milliard de visites par jour sur ces sites communautaires. Elle révèle une vraie demande des internautes pour des marques dans cet univers, mais à des conditions bien précises. Et cela, de manière assez égale, selon les pays. Enfin, on découvre (ou se voit confirmer) quels supports numériques pâtissent de cette folle envolée de Facebook and co.

1. The
Socialisation
of Brands
Social media tracker - 2010

3. Contents
Executive summary
5
Introduction
7
10
Methodology
15
The social challenge for brands
18
The new social landscape: means and motives
23
28
42
The future face of social media
45
The Socialisation of Brands
51
The impact: summary
67
• The continuing Wave story
• The gravitational pull of social networks
• The rise of microblogging
3

5. Executive Summary
Social media is an incredibly dynamic environment. Terms like “friend” and
“influencer” are no longer adequate to describe the array of social activity and
interaction that is occurring amongst the vast communities now being built online.
A deeper understanding of consumer needs and motivations is the key to unlocking a
real understanding of social media and its users.
Social networks are becoming powerful hubs of interconnected communities but it’s
not just people that are connecting in the social media space. There is huge demand
for a more social and interactive relationships with brands.
Almost half of the Active Internet Universe has already joined a brand community.
These communities are also clearly having a huge benefit to the brands involved,
driving brand loyalty, endorsement and sales.
However, understanding the nature of social demand for each consumer, category and
market is the key to creating a successful social media experience.
This report barely scratches the surface of the rich insight and detail available.
Wave 5 – The Socialisation Of Brands contains information for 20 categories in more
than 54 countries. You will find contact details if you require further information at the
end of this report.
5

7. Introduction

8. th
row
g
10% n the
i
er
umb ial
n c
of so ork
netw gers
a
man
The Socialisation of Brands
1.5 billio
n
visits
to social
networks
per day
47%
jo
inin
com brand g
mu
niti
es
30%
accessing
social
media
via mobil
e

9. Hello
Welcome to Wave:
The largest and longest running dedicated social media study in the world.
When Wave started as a project in 2006 we were aware that there was much debate but few facts
behind the social media phenomenon. Therefore we initiated Wave with the aim of measuring the
scale and impact of social media across the globe. In this time, we have researched more than 95,300
internet users in 59 countries and, if Wave has taught us anything, it is that social media stands up
to the hype. Growth has been unprecedented and our tracker has demonstrated how new platforms
have sprung up and reached critical mass with blinding speed across vast geographies.
Figure 1: Internet penetration by market
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
India
Algeria
9
South Africa
Egypt
Ecuador
Lebanon
Mexico
Thailand
China
Philippines
Tunisia
Romania
KSA
Brazil
Oman
Kuwait
Russia
Turkey
Portugal
Colombia
Italy
Chile
Qatar
Poland
Lithuania
Spain
Hungary
Malaysia
Argentina
Czech Republic
Latvia
France
Republic of Ireland
Figures sourced from internetworldstats.com
Hong Kong
Taiwan
Slovakia
Estonia
Austria
USA
UAE
Canada
Singapore
Japan
Belgium
Germany
Australia
UK
South Korea
Bahrain
Denmark
Sweden
Netherlands
Norway
0%

10. The continuing Wave story
Five years is a lifetime in the world of social media and over the course of our five Waves of research we
have come to a deep understanding of the complex and dynamic nature of social media behaviour.
Our first two Waves demonstrated that social media was enabling a large and active community to
create content and share this content with others. In the process the medium moved from being a
primarily text-based medium to a fully audio visual one. Our third Wave charted the democratisation
of influence, how social media was driving ever greater means and opportunity for consumers to
influence their peers. Influence that was becoming an integral part of many consumers decision
making processes. In Wave 4 we examined the reasons behind the huge growth in social media
by understanding the motivations behind the use of different social media platforms. This clearly
demonstrated that you cannot treat all social media the same, consumers engage with a platform
because it meet’s specific consumer needs and all platforms meet these needs differently.
What the Wave project has shown us is that far from being hype, social media is a an explosively
dynamic phenomenon that is changing the way we interact and that this is having a fundamental
effect on our thoughts, feelings, attitudes and behaviour. However, with a few exceptions, brands
and companies are still not social. They are struggling to find a way to intelligently, sensitively and
effectively engage with consumers in this space.
Therefore, with our fifth instalment of Wave, Wave 5 – The Socialisation Of Brands, we have brought
together all our understanding of usage, behaviour , influence and motivation, done this across more
than 50 countries and added the missing piece of the puzzle. The data, insight and analysis that will
help brands create successful social media programmes.
The Socialisation of Brands

11. 15 markets
7,500 respondents
21 markets
10,000 respondents
29 markets
17,000 respondents
38 markets
23,200 respondents
53 markets
37,600 respondents
11

12. The expanding Wave universe
The Socialisation of Brands

13. Wave 1
Wave 2
Wave 3
Wave 4
Wave 5
Australia
China
France
Germany
Italy
Korea
Philippines
Russia
Spain
UK
US
Australia
Brazil
China
France
Germany
Greece
India
Italy
Japan
Korea
Malaysia
Mexico
Pakistan
Philippines
Russia
Singapore
Spain
Taiwan
Thailand
UK
US
Australia
Austria
Brazil
Canada
China
Czech Republic
Denmark
France
Germany
Greece
Hong Kong
Hungary
India
Italy
Japan
Korea
Mexico
Netherlands
Pakistan
Philippines
Poland
Romania
Russia
Spain
Switzerland
Taiwan
Turkey
UK
US
Australia
Austria
Belgium
Brazil
Canada
China
Colombia
Czech Republic
Denmark
Ecuador
Finland
France
Germany
Hong Kong
Hungary
India
Italy
Japan
Korea
Latvia
Lithuania
Malaysia
Mexico
Netherlands
Norway
Peru
Philippines
Poland
Portugal
Romania
Russia
Singapore
South Africa
Spain
Sweden
Turkey
UK
US
Algeria
Argentina
Australia
Austria
Bahrain
Belgium
Brazil
Canada
Chile
China
Colombia
Czech Republic
Denmark
Ecuador
Egypt
Estonia
France
Germany
Hong Kong
Hungary
India
Italy
Ireland (ROI)
Japan
Korea
KSA
Kuwait
Latvia
Lebanon
Lithuania
Malaysia
Mexico
Netherlands
Norway
Oman
Philippines
Poland
Portugal
Qatar
Romania
Russia
Serbia
Singapore
Slovakia
South Africa
Spain
Sweden
Taiwan
Thailand
Tunisia
Turkey
UAE
UK
US
LIKE
13

15. Methodology

16. Methodology
The Social Media Tracker has retained the same methodology from Wave 1 through Wave 5, enabling
comparison between data sets. All surveys have been scripted and hosted on UM’s in-house online
research system, Intuition.
All surveys are self-completed and the data collected is entirely quantitative. Every market is
representative of the 16-54 Active Internet Universe. For Wave 5, 37,600 internet users in 54 countries
were surveyed with many new markets joining, including the Middle East
Who are the active internet universe and why do they matter?
• Active internet users are those people who use the internet every day or every other day
• Social media is driven by active internet users, if you don’t use the internet regularly you are
unlikely to sign up for tools such as blogging or set up a social network profile.
• Active internet users drive adoption of platforms and tools and they will determine which tools
and platforms become dominant in the social media space.
• They are the best proxy for the future, over time all internet users will increase their usage.
Eventually everyone will become an active internet user, just as consumers made the transition
from occasional to regular TV watching in the 1950s and 1960s.
The Socialisation of Brands

17. An increasingly active universe
Figure 2 : “Thinking about the internet, which of the following have you ever done?”
100
Read blogs / weblogs
Start my own blog / weblog
Leave a comment on a blog site
80
Upload my photos to a photo sharing site
Upload a video to a video sharing site
% ever done
Watch video clips online
Create a profile on a social network
60
Manage a profile on a social network
Visit a friend’s social network page
40
20
0
Wave 1
Sep 06
Wave 2
Jun 07
Wave 3
Mar 08
Wave 4
Mar 09
Wave 5
Jul 10
17

18. The social challenge for brands
The web is changing. It’s no longer just a place for information seeking and shopping but a platform
where connections are made, friendships formed and information and opinion exchanged.
The new social web makes different demands on both consumers and advertisers. Consumers are
not merely finding, they are contributing; writing, uploading pictures, videos, creating regular status
updates and livestreaming their every day happenings.
Social networks have become more embedded in our everyday lives, whether it’s Facebook, Orkut or
LinkedIn, we now contact more people in our personal life through our social networks (our research
shows that on average we stay in contact socially with 52 people via these networks) than we do
through any other means including face to face contact, email and phone.
It’s essential for brands to understand why and where different groups of consumers participate in
this new world. It’s not merely a question of identifying the best places to target – the classic media
planning/buying approach – but truly knowing what motivates them to be part of it.
Understand that and brands can create campaigns, messages and communities that consumers
want to be part of, spreading the message far and wide much more effectively than simply buying
banners and buttons in these spaces.
When we started tracking the growth of social media with our Wave study in 2006, these platforms
were merely a seed of what they have since become.
The Socialisation of Brands

19. Fast forward to 2010 and Facebook is no longer the new, new thing but a legitimate rival to Google
for ownership and domination of the digital space.
What we have discovered in every iteration of our research is that social media participation among
active internet continues to vary widely, in some countries blogging is or was top of the tree, in others
it is or was uploading video, for example. In all markets the use of social networks has been rising
steadily – and in some cases very rapidly indeed.
Similarly this latest research project finds that the motivations for blogging, joining a social network,
uploading a video or a photo are not only very different at a global level but that individual countries
and regions also have a different take on the value, appeal and utility of each platform.
Wave 5 – The Socialisation Of Brands – and the detailed data that lies behind it – will help brands
understand what they need to do to connect with consumers on the social web.
19

20. The Socialisation of Brands
With Wave 5 we have created a roadmap that will help brands create the right social media
experience. We know that people are more than willing to join social communities online and are
doing so in their millions, but do they want to interact with brands in these spaces? The results from
Wave 5 – The Socialisation Of Brands answer that question with an emphatic yes and this is true
across a broad range of categories.
The Socialisation of Brands

21. The challenge then is to identify the kind of social relationship consumers want and we do this by
following four steps.
Understand
how and, more
importantly, why
people use
social media
Map the
social landscape
of the category you are
operating in and where
your consumer fits in
that landscape
Identify the
social needs
of the consumer
Identify
the platforms
that best meet
those needs
The combination of social demand and platform understanding will
give us the clear insight to create successful social media programmes.
21

23. The new social
landscape
Means and motives

24. Means and motives
It is our belief at UM that brands should first concern themselves with why people engage in social
media, and their motivations, before we try to understand the platforms themselves.
When consumers engage socially online they do so to meet certain needs. It could be to promote
themselves, to share new experiences with others or just to have fun and waste time. It is a community
peopled by a broad range of users, everything from career builders and money makers to community
creators and story tellers. So social media definitions such as “friend”, “fan” or “follower” cannot really
describe the complex interactions and relationships that exist in this environment.
Social media are often lumped together too. Sometimes the term is used synonymously with social
networks but Facebook and its brethren are merely major players in a diverse eco-system. In fact
the social media universe includes a wide range of different platforms ranging from IM, blogging to
photo and video sharing sites. Social networks are trying to offer many of these functions in one place
but the reasons why consumers use them, whether they are on a social network site or a separate
platform vary widely.
Therefore looking at why people engage in social media and how effectively each social media
platform is able to meet these needs becomes of paramount importance. We can see that blogs,
message boards and video sites (see Figure 3) deliver specific needs. Video sites are great for having
fun and being entertained, message boards are great for seeking alternative opinions and changing
those of other others and blogs are powerful platforms for self expression and self promotion.
This is the challenge of understanding the complex eco-system of social media.
The Socialisation of Brands

25. Figure 3: “Which of the following do a good job when you want to...”
Stay in touch
with friends
Be creative
Change opinions
Share new
experiences
Earn respect
Explore the
world around
Share
knowledge
Express
yourself
Seek other
people’s
opinions
0
Promote
yourself
10
20
30
40
50
Feel like
you belong
Hang out or
waste time
Meet new
people
Manage my
life better
Have fun /
Be entertained
Make money
Keep up to date
Make contacts
for work
Blogs
Video sites
Learn
something new
Message Boards
Instant Messenger
25

26. Means and motives
Social networks enable us to create a network of digital friends that may or may not correlate with
our “real world” friends.
So it’s no surprise that meeting people, staying in touch and sharing experiences are key motivations
for signing up to these platforms; acquiring a sense of belonging is another reason to be part of it.
What is more surprising is how effective social networks are at meeting so many other need states,
ones traditionally better serviced by more specialised platforms, like blogging. They are also great for
changing opinions, promoting yourself, keeping up to date and earning respect.
Split the motivations by country, and once again there is a dramatic split. In China members of
Renren, 51.com and Kaizen001.com are looking for fun, in France consumers are hoping to advance
their careers while in Germany the search is for a community that participants can be part of. The US
and the UK also stand out, driven by the need to self-promote and influence others.
The Socialisation of Brands

27. Figure 4: “Which of the following do a good job when you want to...”
Stay in touch
with friends
Be creative
Change opinions
Share new
experiences
Earn respect
Explore the
world around
Share
knowledge
Express
yourself
Seek other
people’s
opinions
0
Promote
yourself
10
20
30
40
Feel like
you belong
Hang out or
waste time
Meet new
people
Manage my
life better
Have fun /
Be entertained
Make money
Make contacts
for work
Blogs
50
Video sites
Message Boards
Keep up to date
Learn
something new
Instant Messenger
Social Networks
27

28. The gravitational pull of social
networks
It is, perhaps then, unsurprising that social networking is causing the most fundamental shift in social
behaviour seen since the invention of email. They have moved from being places to meet friends and
stay in contact to multi-faceted platforms capable of delivering a wide variety of social needs.
What is a social
network?
A site designed to allow
users to meet, communicate,
share content and build
communities.
The Socialisation of Brands

29. LIKE
29

30. Figure 5: “Thinking about the internet, which of the
following have you ever done?”
As a result we see them fast becoming
a ubiquitous tool for social interaction
and you’d wrong to think that this is
only an activity for the young.
Create a profile on a social network
Manage a profile on a social network
Although penetration amongst 16-24
year olds remains highest it is in the
25-34 year old bracket that we have
seen the greatest increase in usage,
from 52% to nearly 70% in the last
3 years.
100
80
% ever done
However, in all age brackets, we are
seeing a similarly spectacular rise.
Currently, nearly 3 quarters of the
active internet universe claim to
have ever managed a profile on a
social network. If the current trends
continues, a social networking profile
will become as fundamental part
of our daily lives as our telephone
number.
Visit a friend’s social network page
60
40
20
0
Wave 1
Sep 06
The Socialisation of Brands
Wave 2
Jun 07
Wave 3
Mar 08
Wave 4
Mar 09
Wave 5
Jul 10

31. A truly global movement
80
61.4%
60
51.4%
45.1%
40
20
Global
79.3%
68.4%
48.3%
58.1%
47.4%
64.8%
66.1%
51.4%
33.1%
USA
53.4%
China
55.5%
58.6%
UK
63.6%
74.5%
Russia
62.8%
53.9%
51.4%
Brazil
India
53.9%
24.0%
34.4%
27.2%
Italy
36.6%
37.8%
Germany
43.4%
53.2%
72.5%
46.2%
55.5%
29.9%
Spain
Figure 6: “Thinking about using the internet, which of the following have you
done in the last 6 months?” - Manage a profile on an existing social network
26.3%
France
Wave 3
Wave 4
Wave 5
31

32. A pull of people and activity
PH
OT
O
S
We aren’t just seeing a large rise in the number of people joining social networks. They are also
using them for a broader range of activities. A ready made, audience combined with increased site
functionality means that they are, for example, sharing videos, organising groups and events, sharing
photos and dating (see Figure 7). In fact, in 2009 they were using them for 6.4 activities. In 2010 this
has now risen to 8. Again, this trend is decidedly upwards.
The Socialisation of Brands

33. Figure 7: “Which of the following have you done with your social networking profile?”
- Amongst those who have used a social network in the last 6 months
80%
Message friends
Find old friends
70%
Find new friends
Dating
60%
Update my profile
50%
40%
30%
20%
10%
0%
Wave 3
2008
Wave 4
2009
Wave 5
2010
33

34. We are seeing a large rise in social connections via all digital means but leading the way are the social
networks. They have become the largest source of social interaction, finally outstripping face to face
contact in 2009. As finding friends old and new still remain the most highly participated activities it’s
a trend clearly set to continue. This is community growth on an phenomenal scale (See Figure 9).
Figure 8 : “Approximately how many people do you stay in contact with in your personal life through the following means?”
60
Face to face
Phone
Text message
50
Email
Average number of people
Instant Messanger
Social Network
My personal blog
40
Forum / message board
30
20
10
Wave 3
2008
The Socialisation of Brands
Wave 4
2009
Wave 5
2010

35. Number of people
Growth on a phenomenal scale
52
38.8
29.7
Global
53.0
31.8
31.2
39.5
50.0
36.3
16.7
15.6
USA
57.0
China
50.5
40.6
74.0
UK
66.0
57.9
14.1
Italy
25.2
34.7
47
16.5
Germany
40.0
France
India
41.0
17.6
58.0
43.2
Brazil
34.6
23.8
Russia
57.5
30.7
11.7
47
Spain
Figure 9 : “Approximately how many people do you stay in contact with in
your personal life through the following means?” - Social Network (average)
Wave 3
Wave 4
Wave 5
35

36. Content sharing starts to migrate
How is the growing power of social networks affecting other social media platforms? We are
certainly seeing content creation and sharing via photo sharing and video sites continuing to grow.
However, we are seeing growth occur at a much slower pace than we have seen in past Wave studies
(see Figure 10).
Figure 10 : “Thinking about using the internet, which of the following have you done in the last 6 months?”
100%
90%
Upload my photos to
a photo sharing website
80%
Visit a photo sharing
website
70%
Upload a video clip to
a video sharing website
60%
Watch video clips online
50%
40%
30%
20%
10%
0%
Wave 3
2008
The Socialisation of Brands
Wave 4
2009
Wave 5
2010

37. But the ease with which social networking platforms have incorporated content sharing functionality
into their sites, particularly in the mobile space, means that users are clearly adopting these platforms
for sharing at a much faster pace than dedicated photo and video sharing sites.
Figure 11: “Which of the following have you done with your social networking profile?”
- Amongst those who have used a social network in the last 6 months
80%
Upload photos
Upload videos
70%
60%
50%
40%
30%
20%
10%
0%
Wave 3
2008
Wave 4
2009
Wave 5
2010
37

38. Specialisation of blogs & forums
As social networks keep growing we also see them begin to dominate discussion about personal topics.
People are moving away from reading and discussing personal topics on both blogs and forums. At
the same time we see a corresponding rise in social networks as the key platform for personal blogs
(See Figure 12).
The Socialisation of Brands

39. Figure 12 : “When you read blogs, which of the following types of blogs do you read most often?”- Amongst those who
have read a blog in the last 6 months, “Which of the following have you done with your social networking profile?” Amongst those who have used a social network in the last 6 months
50%
Personal blogs
(diary sites)
45%
Family / friend
blogs
40%
Write a blog on a
social network
35%
30%
25%
20%
15%
What is a blog?
10%
A blog is a website that is
created by a user in order
to update others with
regular commentaries,
opinions or share content.
5%
0%
Wave 3
2008
Wave 4
2009
Wave 5
2010
39

40. As a result, we are seeing them become more orientated towards specialised topics. They may no
longer be the platform of choice for personal expression but they are clearly seeing some success in
their battle to become legitimate rivals to the traditional media outlets by building specialist credibility.
Figure 13 : “When you read blogs, which of the following types of blogs do you read most often?”
- Amongst those who have read a blog in the last 6 months
40%
News / Current Affairs
Product recommendations
Music
35%
Technology
Business
(general news & opinion)
30%
Business news
(relevant to my job)
A company/brand blog
Science
25%
Sport
Film / TV
20%
Gaming
Travel
(holidays, destinations)
Celebrities
15%
10%
Wave 3
2008
The Socialisation of Brands
Wave 4
2009
Wave 5
2010

41. Blogging
100
80
Declining or stabilising in Western countries,
but growing in others.
60
60.6%
55.3%
64.5%
40
20
74.9%
45.6%
50.2%
75.7%
59.3%
China
41.3%
72.4%
Brazil
61.9%
51.0%
63.6%
35.2%
45.6%
France
36.3%
46.7%
63.1%
63.3%
55.9%
60.3%
29.6%
Germany
50.2%
62.2%
India
51.5%
Italy
63.4%
40.9%
40.8%
UK
54.6%
Russia
74.5%
50.7%
79.6%
46.7%
USA
Global
Spain
Figure 14: “Thinking about using the internet, which of the following have
you used in the last 6 months?” - Read blogs / weblogs
Wave 3
Wave 4
Wave 5
41

42. The rise of microblogging
Microblogging is a great example of a new form of social media
that has, within an incredibly short space of time, become a mass
market activity.
Figure 15 : “Thinking about using the internet have you used a
microblogging service like Twitter or Jaiku in the last 6 months?”
40%
35%
30%
25%
20%
What is a microblog?
15%
A blog on which updates
are restricted in length
(usually to less than 140
characters)
10%
5%
0%
Wave 4
2009
The Socialisation of Brands
Wave 5
2010

43. It’s certainly the fastest growing social media platform that we track within our study (see figure 15)
and as it has grown we have seen a significant move towards a more female profile amongst the
community (see Figure 16).
Figure 16 : Age and gender profile of people who have used a microblogging service in the last 6 months
45-54
8%
45-54
8%
34.6%
34-44
19%
16-24
41%
25-34
32%
65.4%
42.6%
34-44
20%
16-24
39%
57.4%
25-34
33%
Wave 4
2009
Wave 5
2010
Clearly, the fact that it doesn’t require an enormous amount time spent creating content, but still
allows you to maintain a constant stream of news, updates and opinion has much appeal. But it is
also its position as an undiluted way to communicate with audiences, without the need to engage
with a sometimes difficult or prohibitive mass media, that gives it real potency. This has been clear
during recent news events when people sent regular updates on, for example, the Iran protests or the
Mumbai bombings that added a more personal and visceral dimension to the ensuing events. For
the same reason it has been adopted wholesale by the marketing fraternity, in particular many high
profile celebrities.
There is still much debate about how many people are actually tweeting vs following, however, with
its integration into a number of simple mobile applications its growth will continue.
43

45. The future face
of social media

46. The mobile engine of social media
The most significant shift in social media over the last few years has been the ability of users to
engage in social media via mobile. The availability of powerful handsets and tablets with flexible
operating systems, such as Google’s Android and Apple’s O.S. combined with flat rate data charges
has created a fertile environment for the growth of mobile social media. Alongside these has been
the development of a range of easy to use first and third party applications that allow users to engage
with their social media platform of choice, such as Facebook or Twitter, using a simple to use interface.
As a result our Wave 5 data shows clear correlation between smartphone ownership, mobile internet
access and engagement in social media (See Figures 18 and 19). Not only are smartphone users
more likely to engage in a wider variety of platforms (see Figure 19) they do more often too. They
visit their social network profile on average 3.5 times a day, 18% more often than the average social
network user.
The Socialisation of Brands

47. Figure 18 : Percentage of people who access the internet via a mobile device and the % of people who access the
internet via a mobile device and have a smartphone
60%
Mobile internet users
Mobile internet users with smartphones
50%
40%
30%
20%
10%
Brazil
Spain
France
Germany
Italy
India
US
UK
Russia
China
GLOBAL
0%
Figure 19 : “Thinking about using the internet on your mobile device, which of the following have you done in the last 6
months?” - Amongst all who have accessed the internet via a mobile device and smartphone owners
0
10
20
30
40
50
Use Instant Messenger
Watch video clips online (e.g youtube.com)
Read blogs / weblogs
Visit a friend's social network page
Visited an official company / brand websites
Visit a photo sharing website (e.g flickr.com)
Visit a message board / forum
Upload my photos to a photo sharing website
Shared a music file / mp3 with a friend
Started a topic on a message board/ forum
Post / write stories for my own blog / weblog
Manage a profile on an existing social network
Leave a comment on a blog site
Share a video clip with a friend
Used micro blogging service like Twitter/Jaiku
Joined an online community around a brand/prod
Upload a video clip to a video sharing website
Create a video to upload online
Joined a professional social networking site
Created an online community around brand/prod
All respondents
Smartphone owners
47

48. The connected generation
One of the most interesting things about the mobile social media user is not just the range and
frequency of their activity but who they are. You might be forgiven for thinking that the people
at the forefront are just the youngest adopters but, in fact, our research shows the higher cost of
smart phone ownership and usage means that this audience is certainly at the higher end of the
socio-economic scale. They have a broader age range, more like to be aged 25-34. They are more
likely to be male (63%), married (53%), have a medium to high income (62%), have a high level of
education (65% have a degree or post graduate qualification). Not only are they a wealthy consumer
they are also highly influential. They are more likely work in senior decision making positions within
companies(25%) and are more likely to try products first (index 172) and influence others in regard
to their purchases (index 157)
It is clearly a significant audience and one which not only represents the future face of social media
usage but a very interesting and influential audience today.
The Socialisation of Brands

49. Understanding means and motive is
everything
• Social media is an incredibly dynamic environment
• A deeper knowledge of consumer needs
and motivations is the key to unlocking our
understanding of social media
• Understanding these motivations explains much
of what is happening
• Why people engage in social media is an
important starting point but there is still a
missing piece of the puzzle
• What kind of social experience are people
looking for with brands?
49

51. The Socialisation
of Brands

52. Is there a social demand for brands?
There is much debate about the role that brands can or should play in social media. The big question
is do people actually want a social relationship with them at all?
We have found over the last three Waves of research a decline in the number of people saying
that they have visited an official company website (See Figure 20). Does this mean that there is
less appetite to engage with brands in their “official spaces”? Does the increasing power of peer
to peer recommendation and the huge number of spaces that facilitate this recommendation, the
burgeoning influence economy, mean that people no longer feel the need to engage directly with
brands to find the information they want? Well, we can certainly see a trend towards consumers
engaging with brands in social media. When we look at the numbers of people who are becoming
fans with brands on their social networking platform we see a huge rise in the last year (See figure 21).
Clearly, just by being present in a space socially relevant to the consumer means that they are more
than willing to engage.
The Socialisation of Brands

53. Figure 20 : “Thinking about using the internet, have you visited an official brand/company website in the last 6 months?”
86%
84%
82%
80%
78%
76%
74%
72%
70%
Wave 3
2008
Wave 4
2009
Wave 5
2010
Figure 21 : “Which of the following have you done with your social networking profile?” -Amongst those who have used
a social network in the last 6 months”
50%
Wave 4 (2009)
Wave 5 (2010)
40%
30%
20%
10%
0%
Affiliate with or
become a fan of a brand
Join a group
53

54. The answer is a resounding “Yes”
But it’s not just on their social networking profile that people are affiliating themselves with brands.
Our Wave 5 research shows that, globally, nearly half of the active internet universe claims to have
joined a brand community at some point (see figure 22). This clearly identifies a demand for brands
in the social space.
Figure 22 : “Have you ever joined a brand community online?”
100%
50%
GLOBAL
Thailand
Philippines
Chile
South Korea
Colombia
China
Ecuador
South Africa
Argentina
Brazil
Malaysia
Slovakia
Portugal
Hong Kong
Singapore
Turkey
Taiwan
Mexico
India
Poland
Russia
UAE
Spain
ROI
Lithuania
Romania
Egypt
Qatar
Czech Republic
Bahrain
US
UK
Denmark
Austria
Hungary
Sweden
Australia
KSA
Tunisia
Italy
Kuwait
Netherlands
Norway
Canada
Belgium
Estonia
Lebanon
Latvia
Oman
Germany
Japan
France
Algeria
0%
The Socialisation of Brands

55. Is social demand true for all categories? Well, we asked people if they wanted an interaction with
brands beyond a simple transaction across a number of categories (see figure 23). These included
a range of interactions from getting access to advance news of products to being able to access
decision makers and influence product development. It’s clear from the results that, even though the
level of social demand differs by category, there are significant numbers of people who do want to
engage with brands in all categories (even if this engagement was more superficial, like just having
access to breaking news).
Figure 23 : Amongst those who show an interest in an category, how many want an interaction with companies in that
category (i.e. At least one or more interaction). These included a range of interactions from getting access to advance
news of products to being able to access decision makers and influence product development
Health
Music
Movies
75%
Software
71%
Food
70%
Telecomms
Travel
73%
74%
71%
71%
Finance
67%
Cars
63%
55

56. Brand communities
So why are people joining brand communities?
Although many are saying that they have joined a brand community online to gain access to free
content (69.6%), the highest motivations are to learn (78.6%) and get access to advance news of
products (76.1%).
In the influence economy, information is clearly a very valuable commodity.
These motivations are prevalent across all markets but when we look regionally we can see that there
are nuances (See figure 24).
In Latin America brand communities are more likely to be driven by the desire to associate themselves
with something (to support a cause or even something they think is cool). In Asia they are more likely
to join if it was recommended to them by their peers and in the Middle East it is about feeling part of
a like-minded community.
The Socialisation of Brands

57. Figure 24 : Agreement with the descriptions of why they joined a brand community amongst those have ever joined a
brand community online by region.
To support a cause
To share my
appreciation
with others
To get advance
news on products
Because it was
recommended
to me
To associate
with something
I think is cool
0%
20%
40%
60%
To fill time /
have fun
100%
To learn more
about it
To get free
content
Europe
80%
North America
Latin America
To feel part of a
like-minded community
Asia & Oceania
Middle East & Africa
57

58. What’s the benefit to brands?
The other big debate in social media is identifying the value of brand community engagement and
interaction. Of those people who joined a brand community, 72% said they thought more positively
of the brand as a result, 71% said they are more likely to buy the brand, 66% said they felt more
loyal to the brand and 63% said they recommended others to join. So clearly there is an opportunity
to build brand equity, drive sales, increase loyalty and create brand endorsement all of which sounds
a lot like the holy grail of marketing communications. Of course, things are not so simple or easy.
In order to create a social media experience that will benefit the brand in these ways we must first
understand what kind of social media experience consumers want.
Figure 25 : “As a result of joining a brand community, please indicate how much you agree with the following
statements?”
72%
71%
“I thought more positively
of the brand”
“I am more likely to
buy the brand”
The Socialisation of Brands
66%
63%
“I felt more loyal
towards the brand”
“I recommended
others to join”

59. Mapping the right social media
experience
There are four steps to identifying the right social media
experience for brands:
• Understand the social landscape
of the category
• Identify where the consumer
fits in this landscape
• Identify the social needs
of the consumer in the category
• Map them to social media
platforms that can best deliver them
59

60. The social landscape of categories
The first thing we need to understand is the level of social activity in each category. We do this by
mapping involvement across a spectrum of social engagement. From those actively creating content
and collaborating with others to those simply seeking information.
What we see is that certain categories with very broad appeal, like music and movies, have large
numbers of people engaged in collaboration, creation, sharing and seeking.
Conversely, categories like sport or fashion have a much smaller number of people engaged in the
category but a higher proportion of those are actively collaborating.
However, in all categories there are significant numbers of people already actively engaging with
brands and companies. The reason why it is important to understand the consumers current level
of engagement with the category is because it has a fundamental effect on the depth of social
interaction they want.
The Socialisation of Brands

61. Figure 26 : “Thinking about how you seek and share information regarding different products and services, which
of the following statements best describe how you seek and share information in each of the following categories?”
Numbers of consumers (in 000’s). Note: consumers can be active in more than one segment within a category.
Wine, spirits & alcohol
Non-alcoholic drinks
Luxury goods
Cosmetics
Console/PC Gaming
Sport
Cars
Portable technology
Fashion
Energy & environment
Computer hardware
Personal finance
Household products
Home technology
Travel
Mobile phones and services
Computer software
Food
Health & wellbeing
Music
Movies
600,000
400,000
200,000
0
200,000
400,000
I create content and collaborate with
people and companies in this category
800,000
I share opinions, content and
information in this category
I often seek information in this
category to keep up to date
600,000
I sometimes seek information
in this category when I need it
61

62. Different categories, different
audiences, different needs
We can see that different categories have different social media needs. Analysis of the movie
and health categories, for example, show that access to fun content is key for the movie category
(unsurprisingly in a very visual and content rich medium) whereas learning is the dominant need in
the health category (see Figure 27).
Figure 27 : “Thinking about companies
in the following categories, which of
following statements describes the kind
of interaction you would like to have with
these companies?” amongst those who
show an interest in the category
Access to fun and
entertaining content
Contact employee
decision makers and
influence product
development
Access to
breaking news
Tools help express
creativity and
make something
worth sharing
An opportunity
to learn
something new
0%
10%
20%
30%
An opportunity
to develop
my skills
50%
Access to
unique events
or competitions
A personal response
to my issues / complaints
Movies
The Socialisation of Brands
40%
Communicate
and share experiences
with others
Health & Wellbeing

63. And it’s not just the category differences that we have to take into account. We also need to consider
current category behaviour as this has a significant impact on their social needs and expectations.
When we look at people actively engaged in the Computer Software category, for example, we can
see that the demand for customer service (a personal response to issues and complaints) is equally
important to both content creators/collaborators and seekers of information (see Figure 28). However,
in all other regards creators/collaborators want a much deeper and more diverse social relationship
but in particular we see that learning and skills development are the key social needs.
Figure 28 : “Thinking about
companies in the computer
software category, which
of following statements
describes the kind of
interaction you would like to
have with these companies?”
amongst those who create
content or seek information
in the category.
Access to
unique events
and competitions
An opportunity to
learn something new
An opportunity to
develop my skills
Contact employee
decision makers and
influence product
development
Access to
breaking news
0%
20%
40%
Tools help express
creativity and
make something
worth sharing
60%
80%
100%
Free coupons /
money-off vouchers
Access to fun and
entertaining content
A personal response
to my issues / complaints
Communicate and share
experiences with others
I create and collaborate with people
and companies in this category
I often / sometimes seek information
in this category to keep up to date
63

64. Mapping needs to platforms
Clearly, understanding the social needs of the consumer is the key to creating a successful social
media programme. If all the consumer wants is access to information and news there is no point
in creating an all singing, all dancing interactive content sharing platform. On the other hand if they
want to be involved directly with product development then access to new news is unlikely to be
involving or compelling.
Since these needs differ widely by country, category and audience it is essential to have a granular
view of the social dynamics at play.
The other important factor is an understanding of which platforms and forms of communication best
meet these needs. Wave 5 – The Socialisation of Brands also contains a wealth of information that
can help identify the most influential platforms at both macro and micro level.
We believe that the combination of social need state and the ability of platforms to meet these needs
gives us the crucial insight required.
The Socialisation of Brands

65. Share experiences with other customers
Cosmetics
Portable Technology
Home Technology
Personal Finance
Wine, Spirits & Alcohol
Sponsored link on a search engine Recommendation from a friend
Ad on a blog
Energy & The Environment
Sponsored music / video player
Luxury Goods
Travel
Sport
Music
Movies
Access to unique events
Food
an my
Opportunity to develop d skills
m
a br
ing
Console / PC Gaming
Cars
tur
C
Computer Software
fea
Personalised ad on social network pageonline
age
ip
o cl
Vide
Mobile Telecommunication
Influence product development website
Brand
Sponsored link on social network page
ed l
ink o
na
web
si
te
O
Com nline bran
pan
y / B ded video clip
rand
B ss
expreLO
Tools to help / Brand BLOGG f a
Company
nsor
Expert recommendationn o
tio
da
Instant Messenger
en nces
xm
Access to y emperie news
rk
e m breaking
co
unicat Resocial netwo
Comm
t on a
Widge
Spo
Fashion
65

67. The impact
Summary

68. The impact
Social media is an incredibly dynamic environment.
Terms like “friend” and “influencer” are no longer adequate to describe the array of social activity and
interaction that is occurring amongst the vast communities now being built online.
A deeper understanding of consumer needs and
motivations is the key to unlocking a real
understanding of social media and its users.
Social networks are becoming powerful hubs of interconnected communities but it’s not just people
that are connecting in the social media space. There is huge demand for a more social and interactive
relationships with brands.
Almost half of the Active Internet Universe has already
joined a brand community.
These communities are also clearly having a huge benefit to the brands involved, driving brand
loyalty, endorsement and sales.
However, understanding the nature of social demand for each consumer, category and market is the
key to creating a successful social media experience.
The Socialisation of Brands

69. What does this mean for your
business?
Wave 5 – The Socialisation of Brands is an in-depth study and there are many other aspects that
we are unable to cover in this report.
If you want to know how to operate in the new social media landscape and what this means for your
business please contact:-
EMEA
APAC
Glen Parker
Research Director - EMEA
Glen.Parker@umww.com
Natalie Pidgeon
Director IQ and Insights - APAC
Natalie.Pidgeon@umww.com
North America
LatAm
Heidi Browning
EVP Global Digital Officer
Heidi.Browning@umww.com
Mario Mejia
Strategic Director - Colombia / LatAm
Mario.Mejia@umww.com
Huw Griffiths
EVP Global Director of Research
Huw.Griffiths@umww.com
69

70. About this report
Wave 5 - The Socialisation of Brands is part of UM’s ongoing research programme aimed at
exploring the massive changes occurring in communication technologies.
The studies have been conducted annually since 2006.
The research is conducted by the UM EMEA research team in collaboration with the UM global
network of agencies.
If you have any questions about the research or future Wave projects please contact the EMEA
research team
Glen Parker
Research Director EMEA
Glen.Parker@umww.com
Lindsey Thomas
Research Executive EMEA
Lindsey.Thomas@umww.com
© UM 2010
The Socialisation of Brands

71. This report is printed on Cocoon Offset:
a paper produced using eco-sensitive technology
from 100% recycled and de-inked fibres
(FSC certified)