Social Media stats around Belgium, and why Belgium should be ashamed of itself. A presentation given for the IAB breakfast. For European/Worldwide results, check the core presentation at http://slidesha.re/p4CUAz .

1. Belgium

2. Hi, I’m Elias. I work at InSites Consulting. I live in and love Gent, and am addicted to my smartphone. Find me on twitter via @eliasveris

3. Studied countries Belgium N=1280 9027 consumers(age 15+) across 35 countries,representative for the online population within country on gender, age and e-commerce. Data collected on online research panels, field in March – April 2011.

5. How manysocialnetworks matter in Belgium? Evolution: Up or down?

6. Overall network awareness: 98% Awareness: EverybodyknowsFacebook. 80% knowtwitter. There is a long tail. Q : To what extent do you know / use the following social network sites? ■Signdiff (95%) Belgium Belgium vs Europe Gender & age 10%> EU 10%< EU N Belgium = 1280 / F = None N Europe = 7446 Socialnetwork awareness

7. Q : To what extent do you know / use the following social network sites? ■Signdiff (95%) Belgium Belgium vs Europe Gender & age N Belgium = 1280 / F = None N Europe = 7446 Socialnetwork awareness Overall network awareness: 98% Membership: 59% usesFacebook Linkedin, NetlogandTwitter are substantial. 59% 12% 12% 7% 5% 10%> EU 10%< EU

8. Mobile IDaily internet access via smartphone Q :Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily) 60% usesFacebookdaily 25% Twitter 55% 65% 64% 51% 39% N Europe = 2972 / F = If smartphone (with or without internet subscription)

9. Andtomorrow?

10. 45% 40% 35% Twitter 30% LinkedIn 25% 20% Facebook 15% MySpace 10% Netlog 5% 0% 0% 10% 20% 30% 40% 50% 60% Belgium High Intensifieduse King of the world Increase Walking dead Low Penetration Low High Usageincrease versus networkpenetration N Belgium = min 64 – max 751 / F = If member of thissocialnetwork

11. Futuremembership 21% 19% 13% 7% 7% 5% 4% 3% 3% 3% 3% 2% 1% 0% 0% 0% 0% Overall, 71% have no intention to expand their membership EU: 60% Q : Below you see all the social network sites that you know but that you are not a member of. Please indicate which of the network sites below you would consider becoming a member of. Belgium Belgium vs Europe Gender & age Facebook (21%), Twitter (19%) & Linkedin (13%) gain users N Europe = Min 418 - Max 3962 / F = Non users N Belgium = min 33 – max 933 / F = non users ■Signdiff (95%)

12. 7% quitters

13. In Belgium, 7% of the social networkers have the intention to quit at least one of the networks they are member of. EU: 7% Q : Below you can see all the social network sites that you are currently a member of. How will your usage of each of these social network sites evolve in the coming year? – I’ll stop using it Belgium Belgium vs Europe Netlog & Myspacelose users. 10%> EU 10%< EU N Belgium = min 64 – max 751 / F = If member of thissocialnetwork Intentionto stop

14. #1: Facebook is HUGE, andstillgrowing

15. This is Belgium

16. This is Facebook

17. “People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users”

19. Mobile I Europe Mobile devices 21% Smartphone adoption in BE N Europe = 7446 / F = none

20. Mobile I Europe Future intention – Next 6 months Q : To what extent are you planning to get each of the following appliances in the next six months? (1-5, top2%) 10% purchaseintention next 6 months in Belgium N Europe = 7446 / F = none

21. Too expensive Current phone still works fine

22. Todays barriers are tomorrows drivers.

23. Mobile I Europe Mobile devices 28% Smartphones with internet connection 9% Smartphones with internet connection in BE 9% in BE  lessthan half N Europe = 7446 / F = none

24. Mobile IDaily internet access via smartphone Q :Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily) 36% of themsurfs the internet everyday 55% 65% 64% 51% 39% N Europe = 2972 / F = If smartphone (with or without internet subscription)

25. And we knowwherethey go…

26. #2: Mobile is EXPLODING, and drives socialnetworking

27. Staying in touch is the core driver of socialnetworking. Anythingelse? (Andto a lesserextent, gaming)

28. 70% tostimulatecareers

29. Twitter, Facebook 70%-80%: to get to know things about (new) products / brands

30. #3: People really are interested in brands on social media

32. 39% of Belgians follow brands on social media 48% amongconnected smartphone users

33. Why?

34. Q : How did you became an online follower / fan of a brand? Triggers for following a brand Belgium Belgium vs Europe Gender & age Offline experience Recommendation Search 10%> EU 10%< EU N Europe = 3064 N Belgium = 317 / F = socialnetworkers, followingat leastonebrand

35. Andnow the real Why.

36. Q :On social network sites, brands should… Brand expectations What should my brand share? Belgium Belgium vs Europe Gender & age 10%> EU 10%< EU N Belgium = 816 / F = If member of socialnetwork(s) N Europe = 5613

37. Q :On social network sites, brands should… Brand expectations Direct benefit. Promotions (46%) Events (43% ) Information (35% ) But also: Feedback & ideasharing Invitationsto co-create Purchase products Belgium Belgium vs Europe Gender & age 10%> EU 10%< EU N Belgium = 816 / F = If member of socialnetwork(s) N Europe = 5613

38. #4: People look for information about brands on social media

39. Pre Consulting positive (56%) andnegative (37%) experiences During Consulting promotions (44%) Post Sharingpositive (56%) andnegative (39%) experiences

40. Information shouldbeeverywhere!

41. Getting relevant information on yourlocation (47%) Getting a discount/coupon whenyou walk past a shop (33%) Gettingdetailed product information in a shop (25%)

42. Euh…. Location-based servicesI Europe in perspectiveAwareness & usage Almost half of europeans has never heard about location-based services. 12% is using location-based services. N=2972 N=111 Offer advice on things to do on that location (43%) N=92 ■ I’m a current user of LBS ■ I’ve been using LBS, but not anymore ■ I know what LBS is, but I’ve never used it ■ I have never heard about LBS N Europe = 2178 / F = Ifsmartphonewith internet / data subscription

43. #5: People love location-based information

44. #6: Location-basedsocialnetworks are not happening.

46. Overall, 75% never experienced any action EU: 58% Q :What kind of actions did you already experience? Via social networks, companies have already contacted me directly concerning... Belgium Belgium vs Europe Gender & age 75% of socialnetwork members neverexperienced a reaching hand from brands. 10%> EU 10%< EU N Belgium = 816 / F = If member of socialnetwork(s) N Europe = 5613 Brand actions on socialnetworks

47. Overall, 75% never experienced any action EU: 58% Q :What kind of actions did you already experience? Via social networks, companies have already contacted me directly concerning... Belgium Belgium vs Europe Gender & age Althoughit’snotthat hard… 10%> EU 10%< EU N Belgium = 816 / F = If member of socialnetwork(s) N Europe = 5613 Brand actions on socialnetworks

48. If brands rarely talk, where do people get their information?

49. Information is user-generated 1/4th of Belgiansocialnetworkers post information about brands, products or companies. 36% 36% 25% Q : The last 10 times you logged into your social networks, how often did you undertake each of the following actions? (% at least once) 25% of the social networkers in Belgium post information on products, brands, and /or companies Belgium ■social networkers who consult ■ social networkers who react ■ social networkers who post West North East South Sharingand consulting brand / product information N Belgium = 816 / F = If member of socialnetwork(s) N Europe = 5613 / F = If member of socialnetwork(s)

50. Information to share Offline experiencesdrive sharing … notads. In Belgium, 20% say their sharing behaviour increased (a lot) since last year. EU: 33% Q :What exactly do you share then about products, brands and/or companies? Sharing information about... Belgium Belgium vs Europe Gender & age 10%> EU 10%< EU N Belgium = 342 / F = sharing information N Europe = 4863

51. It’s a positiveworld!

52. #7: Offline experiences drive positive word of mouth

53. 57% A person from your contact list 14% A company

54. #8: There is a disconnectbetween companies andpeople.

55. Q :Are you proud of the company you’re working for? Q : To what extent do you talk about your job / employer on social media? Belgium Company pride (top2%) 65% Talkability (top2%) 13% Company pride (top2%) 61% Talkability (top2%) 19% 70% 17% 59% 16% 59% 21% 64% 21% Company prideandtalkability 65% of employees in Belgium is proudtoworkfortheir company. 10%> EU 10%< EU N Belgium = 485 / F = If member of socialnetwork(s) andactiveworking person N Europe = 2787 / F = If member of socialnetwork(s) andactiveworking person

56. Q :Are you proud of the company you’re working for? Q : To what extent do you talk about your job / employer on social media? Belgium Company pride (top2%) 65% Talkability (top2%) 13% Company pride (top2%) 61% Talkability (top2%) 19% 70% 17% 59% 16% 59% 21% 64% 21% Company prideandtalkability Only 13% talks aboutit on social media. 10%> EU 10%< EU N Belgium = 485 / F = If member of socialnetwork(s) andactiveworking person N Europe = 2787 / F = If member of socialnetwork(s) andactiveworking person

57. Hello opportunity!

58. Let’sgivethem access, Andseewhathappens. Q :To what extent do you have access to social network sites at your work? Belgium 22% ■ complete access ■limited access ■no access at all 34% Wouldliketo have access (top2%, 1-5) 21% 48% 15% 42% Acces tosocial media at work N Belgium = 485 / F = If member of socialnetwork(s) andactiveworking person N Europe = 2787

59. #9: Social media works between people. Let your people do the talking.

60. I couldwrap up here.

61. But I have one more thingto say.

62. Shameon Belgium

63. Brand following on social media: 39% vs 51%

64. Expectationstowards brands are lower. Offer product information: 35% vs 58% Share ideason innovations: 30% vs 53% Offer promotions:46% vs 58%

65. Are we detachedpeople, or did we justlowerourexpectations?

66. 75% of Belgians never experienceda direct connectionwith a brand. In Europe, this is 58%.

67. In Europe, 26% finds information from companies trustworthy. In Belgium, this is 14%

68. Are we cynicalpeople, or did we justlowerourexpectations?

69. 21% smartphone adoption vs 39% 9% data connectionvs 28% 10% purchaseintentionvs 22%

70. Shameon all of us.

72. Shameon all of us

73. Let’s work our way into pride.

75. Nowlet me wrap up.

76. #1: Facebook is HUGE, andstillgrowing

77. #2: Mobile is EXPLODING, and drives socialnetworking

78. #3: People really are interested in brands on social media

79. #4: People look for information about brands on social media

80. #5: People love location-based information

81. #6: Location-basedsocialnetworks are not happening.

82. #7: Offline experiences drive positive word of mouth

83. #8: There is a disconnectbetween companies andpeople.

84. #9: Social media works between people. Let your people do the talking.