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© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
Riding the Wave of Social NetworkingInsights and Tactics for Publishers, Marketers and Agencies
Jon Gibs, VP Media [email protected]
Alex Burmaster, Communications Director, [email protected]
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
Social Networking is Big…
Source: Nielsen Online, NetView, Home & Work, including applications, December 2008 - February 2009
Rank Sector Global Active Reach Dec 08
Global Active Reach Feb 09
2 Month % Point Change
1 Search 85.9% 86.4% 0.5%
2General Interest Portals & Communities 85.2% 86.2% 1.0%
3Software Manufacturers 73.4% 72.8% -0.6%
4 Member Communities 66.8% 68.4% 1.6%
5 E-mail 65.1% 64.8% -0.3%
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
Social Networking is Big…Everywhere
Composition of UK Active Unique Audience: January 2009
¹Global = USA, Brazil, United Kingdom, France, Germany, Italy, Spain, Switzerland, and Australia
Source: Nielsen Online, NetView, Home & Work, including applications, December 2007 – December 08
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
12.5%
10.3% 9.9% 9.9% 9.6%
5.4% 4.9%
2.9% 2.7% 2.6%1.4%
U.S. Experiencing Comparably Low Growth
Percentage point increase in active reach of ‘Member Communities’
Source: Nielsen Online, NetView, Home & Work, including applications, December 2007-December 2008
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
So, Why is it So Big?
• Emotional need/desire to be heard• Desire to connect with one another• Need to create and make change• Evangelize for the things and people we love• Quest for authenticity• Ease of Use / Low Barriers to Entry / Technology
“Everyone in the back of his mind wants to be a star.”Chad Hurley: Co-founder, YouTube
“…from the futile aspirations of the everyman to break out of his lonely anonymous life of quiet desperation, to step in front of the whole world and be somebody, dude.”
Bob Garfield, Wired
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
‐5%
‐1%
1%
6%
‐1%
0% 0%
‐1% ‐2% ‐1%
3%
0%0% 0%
‐5%
‐4%
‐3%
‐2%
‐1%
0%
1%
2%
3%
4%
5%
6%
EU US
CGM Creating a Continental Shift in Time Spent…
Percentage Point Change in Allocation of Home Internet Time
Source: Nielsen Online, NetView, Home & Work, including applications, February 08 – February 09
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
…More So in Europe than the U.S.
How Home Internet Time is Allocated
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
EUUS
28% 39%
24%20%
19% 19%
14% 11%
7% 5%4% 3%4% 4%
Videos/Movies
Search
eCommerce
CGM
Entertainment
Communications
Content
Source: Nielsen Online, NetView, Home & Work, including applications, February 2009
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
1.1
3.3
5.2
2.61.30.6
5.7
6.1
5.7
1.4
0
2
4
6
8
10
12
2 - 17 18 - 34 35 - 49 50 - 64 65+
Increase in Unique Audience (millions)
Female
Male
Globally - 35-49 Year Olds Fastest Growing Audience…
Increasing Global Unique Audience to Member Community Sector
Source: Nielsen Online, NetView, Home & Work, including applications, December 2007 – December 2008
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
…However, in the U.S., it’s 50-64 Year Olds
Changing U.S. Unique Audience to Member Community Sector
1.1
3.3
5.2
2.61.30.6
5.7
6.1
5.7
1.4
0
2
4
6
8
10
12
2 - 17 18 - 34 35 - 49 50 - 64 65+
Increase in Unique Audience (millions)
Female
Male
-0.1 -0.1
0.9
0.4 0.4
-0.2
0.3
0.2
2.5
0.7
-0.5
0.0
0.5
1.0
1.5
2.0
2.5
3.0
2 - 17 18 - 34 35 - 49 50 - 64 65+
Cnange in Unique Audience (millions)
Female
Male
Source: Nielsen Online, NetView, Home & Work, including applications, December 2007- December 2008
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
‐9%
‐1%
2%4%
7%
‐6%‐4%
‐1%
7%
10%
2 ‐ 17 18 ‐ 34 35 ‐ 49 50 ‐ 64 65+
Global US
Consequently, the Older Shift is More Pronounced in the U.S…
Changing Composition of Member Community Audience
Source: Nielsen Online, NetView, Home & Work, including applications, December 2007 – December 2008
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GlobalUS
15%16%
29%23%
30%
29%
20%
24%
6%8%
65+
50 ‐ 64
35 ‐ 49
18 ‐ 34
2 ‐ 17
…U.S. Over-Indexes on 50-64s & Under-Indexes on 18-34s
Composition of Active Unique Audience to Member Community Sector
Source: Nielsen Online, NetView, Home & Work, including applications, December 2008
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
Why Has Facebook Done So Well?
• Simple design• Broad appeal• Focus on connecting• Architecture• Walled Garden• Media coverage
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
Orkut is Brazil’s 3rd Biggest Brand
Network Active Reach
Time Per Person
Orkut 70% 4:16:22
MySpace 4.2% 00:11:34
Facebook 3.5% 00:21:36
Source: Nielsen Online, NetView, Home, including applications, February 2009
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
Local Language Dominant in Germany
Rank Network Active Reach
9-Month Unique Audience Growth
Time Per Person
1 Stayfriends 12.6 82% 0:21:16
2 Wer-kennt-wen 12.2 55% 2:34:09
3 studiVZ 10.4 3% 1:58:16
4 MySpace 9.0 6% 0:36:27
5 schülerVZ 8.9 6% 1:21:00
6 Facebook 7.0 263% 2:24:17
Source: Nielsen Online, NetView, Home data, including applications, May 2008 - February 2009
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
Source: Nielsen Online, NetView, Home data, including applications, December 2008
The Mixi Story in Japan
Network Active Reach YoY Unique Audience growth
Time per person
mixi 14% 17% 1:56:05
Lococom 2% 8% 0:06:07
Kanshin-kukan 2% -13% 0:01:11
edita 2% 68% 0:09:17
MySpace 2% 23% 0:14:07
Facebook <1% n/a 0:38:11
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
Seriously, What is the Problem with Social Media?
Safety?
Context?
Advertiser Control?
Hard to Buy?
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
Once You Move Past The Excuses, There Are Two Issues
• Not all social media is the same…and only some is actual media
• Measurement has not kept the pace with technology
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
What Is The Difference Between These Two Properties?
Tim
e P
er P
erso
n
Communications
Media
Nielsen Online NetView (2/09)
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
So Let’s Deconstruct Social Media…
“Media”
“Communications”
“Standard Media”
“Email/VOIP”
Microblogging (Twitter, etc)
PodCastingWidgets
Social Networks
Blogging
Viral Video “Amateur” “Professional”
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
Now To The Monetization Part
Communications
Media
ProfessionalAmateur
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
Now To The Monetization Part
Communications
Media
ProfessionalAmateur
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
Measuring the Effectiveness of CGM: Treating Blog Mentions as Ad Impressions
Metered Surfing Behavior
Q: What can we show?A: Reach, frequency, placement influence, CPG ROI (via NetEffect), GRPs, demographics, branding lift (via survey) or any other metric that would be associated with advertising measurement
Q: Where are we now?A: This will require Buzz Reach 2.0 to be put into place. Also, automated sentiment is likely required. We are currently working through the process with both the Buzz and MegaPanelengineering team for the phase without sentiment. Likely launch in 1/09. With sentiment it may be later.
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
BuzzReach Methodology1.) Buzz
2.) Panel
3.) Calculation
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
Overall Reach, Frequency and GRP by Query
Buzz Query BuzzReach Reach % Impressions Average Frequency
GRP
“Pacer” 383,501 .22% 530,748 1.38 .304“AMC”Hybrid
263,970 .15% 378,812 1.44 .216
“Geo Cell” 65,323 .04% 78,054 1.19 .048
Nielsen Online BuzzReach (1/09)
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
BuzzReach RF vs. NetView Web RFImpressions Total R/F/GRP Target R/F/GRP
Total [000]
Target [000]
% in Target
Audience Reached
[000]
% of 2+ Univ. Freq GRPs
Audience Reached
[000]
% of Target Freq TRPs
Comcast.net 132 52 39 129 0.07 1.03 0.07 51 0.06 1.02 0.06
MSN/Windows Live 35 19 54 35 0.02 1 0.02 19 0.02 1 0.02
AutoTrader.com 135 53 39 125 0.07 1.08 0.08 50 0.06 1.05 0.07
AutoMart.com 415 242 58 209 0.12 1.98 0.23 118 0.15 2.04 0.3
Photobucket 189 93 49 177 0.1 1.07 0.11 86 0.11 1.08 0.12
Sum/Average 906 459 51 666 0.37 1.36 0.5 320 0.4 1.43 0.57
“Pacer” BuzzReach 531 271 51 384 .22 1.38 .304 191 .24 1.42 .35
Nielsen Online BuzzReach/WebRF (1/09)
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
Now to the Monetization Part
Communications
Media
ProfessionalAmateur
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
How do we Better Identify Influencers?Step 1: Build classifiers to identify the consumers discussing the client’s brand
using Nielsen Online’s proprietary software and database of thousands of communities
Step 2: Augment list using Nielsen Mega Panel traffic data
Step 3: Create list of most influential authors discussing the client’s brand based on the audience reach, relevance of messages, robustness of posts and knowledge of gaming computers
Step 5: Investigate each influencer to determine qualitative findings, demographic information, contact information and presence on the Web
Step 6: Rank each influencer based on a weight system for the following metrics: Sentiment toward the client’s brand, Influencer Segment, Buzz*Reach, Unique Audience, Average Time Per Visit, Total Posts, Relevance and Online Presence
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
• You can't buy their love: Core influencers can’t be bought. They take pride in appearing objective and impartial.
• Consumers can smell a rat a mile away: Many consumers get it. They know their neighbors, and they can sniff out an imposter faster than an e-mail virus.
• If you are sincere about fixing the problem, they’ll respect you: Company advocates that enter message boards to proactively address an issue in a genuine way rarely lose with consumers. “I’m sorry” goes a long way.
• Consumers own the controls: As companies and brands migrate to the Internet space, they often carry over the wrong assumptions about how much they can control the consumer. The reality is that brands have far less control; even the most successful communications effort is not going to change that.
Managing Influencers - Key PrinciplesAll consumers are not created equal, and influencers differentiate themselves from “typical” consumers because of their innate desire to speak out and be heard, and to ultimately impact the behavior of others in their social networks. As such, they must be carefully managed, and brands must develop intelligent frameworks for pinpointing and managing such consumers.
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
Conclusions• Audience:
• Social Media is a significant and growing online trend. The U.S. is a large market, but neither the largest, or the fastest growing. Indeed, America has not yet hit its peak
• 35 to 49 years olds are the fastest growing audience globally, although the U.S. skews older
• Success Stories:• Simplicity, communication/connections and a broad appeal has driven Facebook’s
growth• However, localized Social Media sites site as Mixi in Japan or Stayfriends in Germany
drive more localized networks
• Monetization:• Once you move past the excuses, metrics and an inability to correctly segment the
needs of different types of networks have hindered monetization• To correctly segment the market, advertisers and agencies should segment properties
by their role as a communication platform or a media platform and develop different strategies around outreach and advertising that is customized to the strengths of different platforms
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
l
• Nielsen coverage in more than 100 countries
• Nielsen Online measures 95% of global Internet ad spend
The Nielsen Company’s Global Footprint
Nielsen Online local products
Nielsen Company offices
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
Specific Market Presence
© 2009 The Nielsen Company www.nielsen-online.com / www.nielsen.com
About Nielsen OnlineNielsen Online, a service of The Nielsen Company, delivers comprehensive, independentmeasurement and analysis of online audiences, advertising, video, consumer-generated media, wordof mouth, commerce and consumer behavior, and includes products previously marketed under theNielsen//NetRatings and Nielsen BuzzMetrics brands. With high quality, technology-driven productsand services, Nielsen Online enables clients to make informed business decisions regarding theirInternet, digital and marketing strategies. For more information, please visit www.nielsen-online.comAlso, visit our blog at www.nielsen-online.com/blog
About The Nielsen CompanyThe Nielsen Company is a global information and media company with leading market positions inmarketing and consumer information, television and other media measurement, online intelligence,mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter,Adweek). The privately held company is active in more than 100 countries,with headquarters in New York, USA. For more information, visit www.nielsen.com