we are social• MAY 2013
FUTURE FACTORS 2013 WE ARE SOCIAL’S PROVOCATIONS FOR OUR DIGITAL FUTURE

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THE CONTEXT
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7,018,000,000 2,330,000,000 1,720,000,000 6,400,000,000 TOTAL
POPULATION INTERNET USERS USERS ON TOP SOCIAL NETWORKS MOBILE SUBSCRIPTIONS THE WORLDWIDE PICTURE FEB 2013 COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL, DIGITAL AND MOBILE INSIGHTS AND STATISTICS, VISIT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED JAN 2013). URBANISATION: THE UNITED NATIONS WORLD URBANIZATION PROSPECTS REPORT (OCT 2012). INTERNET: INTERNETWORLDSTATS (LATEST AVAILABLE DATA, AS AT JAN 2013). SOCIAL MEDIA: BASED ON SITE=REPORTED DATA FROM FACEBOOK, TENCENT, AND VKONTAKTE, COMPARED TO A VARIETY OF OTHER PLATFORMS (ALL LATEST AVAILABLE DATA, AS AT JAN 2013). MOBILE: ERICSSON MOBILITY REPORT (NOV 2012). 4 URBAN RURAL 52% 48% INTERNET PENETRATION SOCIAL NETWORKING PENETRATION MOBILE PENETRATION 33% 24% 91%

NORTH AMERICA CENTRAL AMERICA SOUTH
AMERICA AFRICA MIDDLE EAST WESTERN EUROPE EASTERN EUROPE ASIA OCEANIA CENTRAL ASIA INTERNET PENETRATION BY REGION FEB 2013 SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS (LATEST AVAILABLE DATA, AS AT JAN 2013), COMPARED TO DATA FROM THE US CENSUS BUREAU (JAN 2013) 5 78% 44% 13% 39% 75% 48% 28% 56% 32% 24%

NORTH AMERICA CENTRAL AMERICA SOUTH
AMERICA AFRICA MIDDLE EAST WESTERN EUROPE EASTERN EUROPE ASIA OCEANIA CENTRAL ASIA SOCIAL MEDIA PENETRATION BY REGION FEB 2013 SOURCES: BASED ON DATA FROM FACEBOOK, TENCENT AND VKONTAKTE (LATEST AVAILABLE DATA, AS AT JAN 2013), AND THE US CENSUS BUREAU (JAN 2013) 6 54% 36% 5% 19% 41% 48% 23% 35% 28% 8%

NORTH AMERICA LATIN AMERICA AFRICA
MIDDLE EAST WESTERN EUROPE CENTRAL & EASTERN EUROPE ASIA PACIFIC MOBILE SUBSCRIPTION PENETRATION NOV 2012 SOURCE: ERICSSON MOBILITY REPORT (NOV 2012) 7 101% 112% 67% 103% 127% 128% 83%

THE FUTURE
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OUR KEY THEMES OF FOCUS
FOR 2013: 9 BUILDING COMMUNITIES RATHER THAN PLATFORMS CONNECTING WITH PEOPLE WHEN THEY’RE OUT AND ABOUT PEOPLE PORTABLE ADDING VALUE AT EVERY POSSIBLE OPPORTUNITY PRACTICAL

01SIMULTANEOUS SOCIAL
TRANSMEDIA EXPERIENCES
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TREND: ‘SECOND SCREEN’ IS JUST
THE BEGINNING OF A TRANSMEDIA SOCIAL MEDIA PHENOMENON 11

SOCIAL CONTENT EXPERIENCES WILL COME
TO LIFE ACROSS MULTIPLE DEVICES AT THE SAME TIME 12

TO DO: CREATE EXPERIENCES THAT
DRIVE CONSUMPTION AND ENGAGEMENT ACROSS MULTIPLE DEVICES 13

02COMMUNITIES
VS PLATFORMS
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TREND: THE NETWORK EFFECT: PEOPLE
GO WHERE THEIR FRIENDS ARE AND WHERE THE ACTION IS 15

BRANDS WILL FOCUS ON NURTURING
COMMUNITIES INSTEAD OF BUILDING PLATFORM-SPECIFIC AUDIENCES 16

TO DO: BUILD COMMUNITIES AROUND
SHARED PASSIONS, NOT AROUND PLATFORMS 17

03MOBILE LIFE VS MOBILE PHONE
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TREND: THE CONNECTED DEVICES IN
OUR POCKETS ARE ALREADY OUR ‘MOST IMPORTANT’ MEDIUM 19

NO PHONY ADDICTION 20 OF
JAPAN’S SMARTPHONE OWNERS WON’T LEAVE THE HOUSE WITHOUT THEIR DEVICE OF CHINESE PEOPLE SAY THEY “CAN’T LIVE WITHOUT” THEIR MOBILE PHONE 78% 70% QUICK STATS

STRATEGIES WILL COME TO LIFE
ON MOBILE DEVICES, OR WON’T COME TO LIFE AT ALL 21

TO DO: CREATE OPPORTUNITIES FOR
CONSUMPTION AND ENGAGEMENT AROUND PEOPLE’S MOBILE HABITS 22

04CONTENT
TAPAS
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OBSERVATION: EPIC CONTENT IS NOT
THE ONLY WAY TO ENGAGE PEOPLE 24

BRANDS AND PUBLISHERS CREATE MORE
‘CONTENT SNACKS’ FOR PEOPLE TO CONSUME ON THE GO 25

TO DO: IDENTIFY THE ‘IN-BETWEEN’
MOMENTS WHERE PEOPLE WILL MOST LIKELY CONSUME SUCH CONTENT 26

05COMMITMENTS
NOT CAMPAIGNS
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OBSERVATION: MANY BRANDS STILL USE
SOCIAL MEDIA TO RUN SHORT-TERM CAMPAIGNS 28

BRANDS REALISE THAT ENDURING AND
CONSISTENT COMMITMENT IS THE BEST WAY TO BUILD SOCIAL VALUE 29

TO DO: SUSTAIN STEADFAST, EVERYDAY
CONVERSATIONS WITH YOUR AUDIENCE 30 CONVERSATIONS

06SOCIALLY INTERACTIVE
CUSTOMER SERVICE
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TREND: PEOPLE EXPECT CUSTOMER SUPPORT
WHEREVER AND WHENEVER THEY NEED AND WANT IT 32

BRANDS MAKE CUSTOMER SERVICE A
CORE COMPONENT OF THEIR REAL-TIME SOCIAL MEDIA STRATEGY 33 YES, CAN I HELP YOU? _

TO DO: TRADITIONAL CRM PRACTICES
HAVE TO EVOLVE AND EXTEND TO SOCIAL MEDIA 34

07SOCIAL
BUYING
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OBSERVATION: PEOPLE OFTEN STRUGGLE TO
CHOOSE BETWEEN AVAILABLE BRANDS AND PRODUCTS 36

SERVICES LIKE ‘WHAT YOUR FRIENDS
BOUGHT’ AND ‘YOUR NETWORK RECOMMENDS’ BECOME WIDESPREAD 37

TO DO: OPTIMISE YOUR E-COMMERCE
SITES TO HARNESS SOCIAL RECOMMENDATIONS 38 Recommend

08SOCIAL SHARING
AS CURRENCY
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TREND: THE AWARENESS AND ENDORSEMENT
DELIVERED BY SOCIAL SHARING HAS INCREASING VALUE TO BRANDS 40

PHENOMENA LIKE ‘PAY WITH A
TWEET’ BECOME MORE WIDESPREAD AS BRANDS INCENTIVISE SOCIAL SHARING 41

TO DO: CREATE OPPORTUNITIES FOR
TRANSACTIONS THAT ARE NOT MONETARY, BUT SOCIAL, IN VALUE 42

09SOCIAL
INSIDE
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REALISATION: THE VALUE OF SOCIAL
MEDIA ACTIVITY IS NOT LIMITED TO EXTERNAL AUDIENCES 44

COMPANIES USE SOCIAL NETWORKING TO
FACILITATE SHARING AND COLLABORATION ACROSS THE BUSINESS 45

TO DO: BE A COMPANY
THAT IS SOCIAL, NOT JUST A BRAND THAT DOES SOCIAL 46

10CRISIS AND OPPORTUNITY
MANAGEMENT
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REALITY: ‘SOCIAL WILDFIRE’ MEANS THAT
BRANDS MUST PREPARE FOR VARIOUS SCENARIOS IN ADVANCE 48

CRISIS PLANNING AND REAL-TIME OPPORTUNITY
MANAGEMENT RISE TO THE TOP OF THE SOCIAL AGENDA 49 !!

TO DO: CHART OUT A
SOCIAL MEDIA CRISIS RESPONSE PLAN AND IDENTIFY KEY PEOPLE AND PARTNERS 50

FUTURE FACTORS 2013 1. SIMULTANEOUS
SOCIAL TRANSMEDIA EXPERIENCES 2. COMMUNITIES vs PLATFORMS 3. MOBILE LIFE vs MOBILE PHONE 4. CONTENT TAPAS 5. COMMITMENTS vs CAMPAIGNS 6. SOCIALLY INTERACTIVE CUSTOMER SERVICE 7. SOCIAL BUYING 8. SOCIAL SHARING AS CURRENCY 9. SOCIAL INSIDE 10. CRISIS AND OPPORTUNITY MANAGEMENT 51

WE ARE SOCIAL IS A
GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL, DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL SIMON KEMP ON +65 9146 5356, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG.

WE ARE SOCIAL @WEARESOCIALSG +65
9146 5356 SAYHELLO@WEARESOCIAL.SG WEARESOCIAL.SG