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A presentation given at the Facebook Marketing conference in London 18th July 2012. Provides a global view and benchmark versus other leading social networksExplores the growing segment of passive users Case study of why its so important to understand your audience before building out your Facebook presence
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F A C E B O O K : B E Y O N D T H E H Y P E
GLOBALWEBINDEX is the most detailed global research study into online
consumers attitudes, motivations and behavior across all Internet platforms.
31 Countries | 150,000 Respondents | 7 Waves | 150 Questions
UNDERSTAND YOUR
AUDIENCE
PASSIVE V ACTIVE
GLOBAL ADOPTION TRENDS
TODAY:
FACEBOOK GLOBAL PENETRATION: ACCOUNT OWNERSHIP
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% FacebookTwitter
Source: GlobalWebIndex. Wave 7 Q2 2012
UK LEADS FACEBOOK
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% United Kingdom United States of AmericaFrance GermanyRussia
Source: GlobalWebIndex. Wave 7 Q2 2012
Source: GlobalWebIndex. Wave 7 Q2 2012
0%
10%
20%
30%
40%
50%
60%
70%
FACEBOOK USERS ARE BY FAR THE MOST ACTIVE
CONTRIBUTED IN THE PAST MONTH
GROWTH IS FLATTENING THE WORLD
-10.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%% Growth in 2011
Source: GlobalWebIndex. Percentage of users with active Facebook accounts. Wave 4 to Wave 6 2011
MOBILE SHIFT
On average how often do you visit the following websites / services in the past month? (% of internet users via PC, Mobile, Tablet device GWI.6)
BEHAVIOUR PROFILES
0%10%20%30%40%50%60%70%80%90%
100%
Checked inat a location
Uploadedand shareyour own
videos
Organised anevent
Shared linksto blogs
Sharedvideos
created byother internet
users
Followed agroup or like
a pagecreated by a
brand
Shared a linkto an article
Watchedvideo clipscreated by
other internetusers
Clicked abutton linkedto the servicethat likes anarticle pageproduct etc.
(e.g.Facebook
Like button,Google + but
Postedcommentabout my
daily activities
Commentedon a friendphoto or
video
Messagedwith friendson a one onone basis
Uploadedand share
photos
Commentedon a friend
post
PCMobile
Source: GlobalWebIndex. Wave 7 Q2 2012
PASSIVE USERS HEAVY
CONTRIBUTORS (1+ TIMES A DAY)
KEY CONSUMER SEGMENTS: PASSIVE V ACTIVE
4.6m 3.6m
0%5%
10%15%20%25%30%35%40%45%50%
Heavy facebookPassive Facebook
AGE IS STILL A DRIVER
Source: GlobalWebIndex. Wave 7 Q2 2012
0%10%20%30%40%50%60%70%80%
Heavy facebook Passive Facebook
ENTERTAINMENT AND CONNECTION ARE KEY DRIVERS
Source: GlobalWebIndex. Wave 7 Q2 2012
WHAT MOTIVATES ME TO GO ONLINE?
ONLINE BEHAVIOUR: HEAVY CONTRIBUTORS DOMINATE THE WEB
0%10%20%30%40%50%60%70%80%90%
100%Managed social network profile
Watched a video clip
Uploaded photos online
Purchased a product online
Used internet banking
Used Webmail
Commented on a story
Reviewed a product or brand online
Used Instant Messenger
Posted on a forum/BBS
Uploaded a video onlineUsed online office applications
Used VOIP/online phone
Asked or answered a question on aQ/A service
Used a social bookmark service
Edited/managed own website
Bought an offer on a group-buyingsite e.g. Groupon
Written your own blog
Subscribed to an RSS feed
Used a microblogging service
Written a news story/article
Used an aggregator Heavy ContributorsPassive Users
Source: GlobalWebIndex. Wave 6 Q2 2012
CASE STUDY: GLOBAL FMCG CLIENT
18-34 MALE
Brand Conscious
Stand Out From
The Crowd
Look After Appearance
Image
How I spend my time is more
important than the money I
make
Strive to achieve more
SEBASTIAN
Fashion / Image /
Personal Rep
RIKARD
Self Worth / Improvement
0%10%20%30%40%50%60%70%80%90%
100%Sebastian Rikard
Sebastian spreads his behaviour across networks
Source: GlobalWebIndex. Wave 4-6 2011
What social network do I use?
0%10%20%30%40%50%60%70%
Sebastian Rikard
Rikard is more about “messaging” and light activities
Source: GlobalWebIndex. Wave 4-7 2011 + 2012
What did I do on Facebook in the last
month?
Sebastian more outward. Rikard is reactive and passive
Source: GlobalWebIndex. Wave 4-6 2011
Top 3 motivations to use a social network
Stay in touch with
friends
50% Update my friends on
my life
17% Entertainment
7%
Stay in touch with friends
63%
Entertainment
7%
Update my friends on my life
7%
0% 20% 40% 60% 80%
Details of what my friends would like…
Details of what my friends have bought
Being able to connect with other fans…
No interest in any of the above
Exclusive insight or information about…
The ability to purchase products…
Be asked to come up with ideas for…
Personalised purchase…
The ability to interact and talk to…
A feature that enables me to track my…
Access to new products prior to…
Competitions
Customer service
Discounts for future purchases
RikardSebastian
Give Sebastian access and insider knowledge
Source: GlobalWebIndex. Wave 4-7 2011 + 2012
What motivates me to follow a brand?
ALWAYS UNDERSTAND YOUR
AUDIENCE
DON’T FORGOT THE PASSIVE > THINK
CONTENT
INCREASING LOCALISATION >
MORE LOCAL CULTURE
TODAY:
Brett Petersen Director Strategy Consulting brett@globalwebindex.net
Tom Smith Founder tom@globalwebindex.net
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