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Oh my God what happened?
Helena Chari | Managing Director, TNS ICAP
Social Media Conference | March 22nd 2011
connection & interaction
connect around common interests
disruption
what is
social media is the crack
cocaine of the internet
people do not connect to each
other in a completely random way
social networks/communities
form around
social objectsnot the other way around
technologies don’t simply replace
old ways of doing things; they also
replace old models of thinking
listening platform
analyzing streams of hard data
communities
market research online communities
1.conducted in real time
2.humanistic methods
3.collaboration
4.build relationships
1out of two greeks 15yrs.+ use
the internet
not just the young…
91
80
60
44
8
15 - 24
25 - 34
35 - 44
45 - 54
55+
Source: TNS ICAP
6out of ten surf the
web daily
20hours per week
spent online
Source: TNS Digital Life
56
80
50
2417 9
29
53 52 49
33
7.4
5.7
4.4
1.8
2.6
1.6
3.03.5
5.6 5.54.9
% doing activity daily
No. of hours spent on activity per week
social is the 2nd most common activity
with most hours spent/week
Source: TNS Digital Life
people join brand communities in
greece for the immediate personal
benefit (eg, receiving promotions)
and much less for brand info and
engagement
Source: TNS Digital Life
198
Source: TNS Digital Life
32 44
3640
48 43Inactive
Listeners
Talkers
GreeceGlobal
Source: TNS Digital Life
look who’s talking now…
HIGH
INVOLVEMENT
HIGH
CONSUMPTION
LOW
INVOLVEMENT
LOW
CONSUMPTION
Internet is commoditised
Makes my life more efficient
Internet is functional
Helps me to be productive
Internet is pivotal
Is the centre of my life
Internet is aspirational
Helps me achieve my goals
Source: TNS Digital Life
19% 1%
19%
42%7% 13%
technological change
is like an axe in the hands
of a pathological criminal
albert einstein
it’s how you do it...
...and that’s
what gets
results
