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40%of European consumers often don’t believe what they read online
until they’vechecked the facts
in the traditional mainstream media
European consumers under the age of 35 aremore likely to find newspapers and magazines
influential than their older counterparts
European consumers under the age of 35 aremore likely to find newspapers and magazines
influential than their older counterparts
I am interested in interacting with my favourite brands through social
networking websites (such as Facebook, MySpace, Bebo etc.) Total Agree
35%
31%
35%
32%
47%
50%
24%
Total
UK
Germany
France
Spain
Italy
Belgium
Source: Weber Shandwick Inline Communications Survey, 4,692 adults, July 2009
I often don’t believe what I read in online user reviews, forums and social networking sites until I have checked the facts in the mainstream traditional media e.g. newspapers and magazines Total
Agree
40%
43%
46%
35%
37%
40%
36%
Total
UK
Germany
France
Spain
Italy
Belgium
Source: Weber Shandwick Inline Communications Survey, 4,692 adults, July 2009
Your StoryYour Story
Source: Weber Shandwick Inline Communications Survey, 517 Italian consumers, 18+, July 2009
To what extent do you agree or disagree with the following statements? Please select one answer per statement
Total Agree
50%
41%
I am interested in interacting with my favourite brands through social networking websites (such as Facebook, MySpace, Bebo etc.)
I often don’t believe what I read in online user reviews, forums and social networking sites until I have checked the facts in the mainstream traditional media e.g. newspapers and magazines
Source: Weber Shandwick Inline Communications Survey, 517 Italian consumers, 18+, July 2009
At least somewhat agree with statement: I am interested in interacting with my favourite brands through social networking websites (such as Facebook, MySpace, Bebo etc.)
At least somewhat agree with statement: I often don’t believe what I read in online user reviews, forums and social networking sites until I have checked the facts in the mainstream traditional media e.g. newspapers and magazines
• Women are more likely than men to deem the following sources as at least somewhat important:
– Advertising on TV, magazines, newspapers, billboards or online (47% vs. 28%); and– TV or radio programmes (41% vs. 27%)
• Women are also more likely than men to agree that they are interested in interacting with their favourite brands through social networking websites (57% vs. 45%)
• Those aged 55+ (52%) are more likely than younger Italian adults (38%) to agree that they often don't believe what they read in user-generated content until they have checked the facts in traditional mainstream media
– They are also less likely to deem online user reviews (43% vs. 63%) or TV or radio programmes (21% vs. 35%) as at least somewhat influential
• Those aged 18-34 are more likely than older respondents to deem recommendations from friends and family (77% vs. 60%) or from someone else online (48% vs. 30%) as at least somewhat influential
– They are also more likely to be interested in interacting with their favourite brands through social networking websites (61% vs. 43%)
• Those aged 25-44 (53%) are more likely than other respondents (43%) to deem magazine or newspaper articles as at least somewhat influential
• Those aged 25-34 are more likely than other respondents to deem company websites (52% vs. 37%) or advertising (45% vs. 34%) as at least somewhat influential
• Those with children in the household are more likely than those without to consider advertising (45% vs. 30%) or TV and radio programmes (38% vs. 29%) at least somewhat influential
– They are also more likely to agree that they are interested in interacting with their favourite brands through social networking websites (55% vs. 46%)
Groups
Discussion forums
Virtualworlds
Nichenetworks
Socialnetworks
Customer service
Industry associations
Social bookmarks
Crowd-sourced
Comment and reputation
Lifestreams
Events
Tagging
Search
Wikis
Widgets
Video
Audio
Mobile
Music
Livecasting
Documents
Pictures
Slideshows
LocationPress releases
White papers
People
Blogplatforms
Blog communities
Micromedia
Blogs
Journalists
Analysts
Academia4Community
4Community
Connect
3Connect
3Content
2Content
2
1Conversations
1Conversations
Your StoryYour Story
Shop staff
• INLINE Communications mirrors influence patterns• The ‘traditional’ media is incredibly important • You need to tell a consistent story in appropriate
proportions across the different channels your audience is influenced through
Image credits• http://www.flickr.com/photos/tylerburrus/3767492355/• http://www.theconversationprism.com/• http://informationarchitects.jp/web-trend-map-3-get-it/• http://www.oxyweb.co.uk/blog/socialnetworkmapoftheworld.php
• Thanks and apologies, can’t find credits for the storytelling or newspaper images – if they’re yours, let me know and I’ll credit you immediately
• Thanks! James | jwarren [at] webershandwick [dot] com