The rise of Social Media

One Year Ago… No-one had heard of iPhone Most people wondered why Google spent $1.65B on something called Youtube They also didn’t know anyone who watched video on their mobile phone

After Microsoft invests $240M Li Ka Shing (HK Billionaire) invests USD$60M in Facebook. Valuing Facebook at $15 billion Few Months Ago…

Social Network Sites hit critical mass Videos deliver high engagement Gadgets driving functionality and entertainment

“Online applications, platforms and media focused on collaboration, sharing and interaction between users” WHAT IS SOCIAL MEDIA?

PERSONALISED MULTI-MEDIA Blogging Social Networking Photo Sharing Video Sharing PodcastsAggregatorsRSS Personal Homepage WikisVideocasts Instant Messenger VOIP Social Purchasing Collaborative Media IPTV THIS IS SOCIAL MEDIA Glossary

THIS IS SOCIAL MEDIA

WHY DID WE IMPLEMENT A TRACKER? Lots of hype - but little fact No single source global research into usage and impact of Social Media Social media is a disruptive technology Potential to transform new media consumption, marketing communications and consumer behaviour It has never been easier for consumers to create content Need to understand now Just the tip of the iceberg

WHY ITS DIFFERENT PROFESSIONAL SOCIAL MEDIA TRADITIONAL MEDIA CONSUMER FINITEUNLIMITED ONE WAYCONVERSATIONAL STATICDYNAMIC PAID FORFREE SINGLE MEDIAMIXED MEDIA

persuasion influence marketer generateduser generated awarenessinterestconsiderationpurchaseopinionsadvocacycommunity Communication model is changing

1 2 3 WAVE 3 DEMONSTRATES Ongoing growth of all social media platforms Its mass market everywhere We’re all becoming content creators Emerging markets are leading the way, closing the technological gap 4 5 Social media rivals traditional media in reach and frequency

Added Wave 1 Added Wave 2 Added Wave 3 ON A GLOBAL SCALE 29 markets 17,000 respondents Australia China Singapore Philippines Taiwan South Korea USA Mexico Brazil Japan India Pakistan Hong KongCanada Turkey UK Denmark GreeceRussia Romania France Spain Italy Germany Poland Czech Republic Hungary Netherlands Switzerland Austria

March 2008 Social Media Tracker Global Summary Evolution of Social Media….

All social media platforms have grown significantly over the three Waves

Videos, Blogs, and Social Networks lead in frequency

VIDEO IS A UNIVERSAL PLATFORM “Thinking about using Internet, which of the following have you ever done?” “Watching Video Clips” Active Internet Universe

“Thinking about using the Internet, which of the following have you ever done?” “Upload my videos to a video sharing website” Active Internet Usage HK shows high usage uploading Video/Photo Content

PHOTOS ARE A SIMILAR STORY “Thinking about using the Internet, which of the following have you ever done?” “Upload my photos to a photo sharing website” Active Internet Universe

ALSO HUGE VARIATION IN RSS USAGE “Thinking about using the Internet, which of the following have you ever done?” “Subscribe to an RSS feed” Active Internet Users

Italy 3.9m Germany 8.2m Switzerland 0.9m USA 43m Spain 4.7m France 4.2m Japan 12.4m Czech 0.8m Denmark 0.6m Austria 0.6m Greece 0.5m Turkey 3.3m China 39m India 11.7m South Korea 9.4m Romania 1.4m Netherlands 3.7m CANADA 4.2m UK 11m Australia 2.6m Hong Kong 1m MEXICO 5.1m BRAZIL 11.4m Pakistan 1.8m Poland 2.7m Taiwan 3.9m Philippines 3m Hungary 1m Russia 6.1m ASIA IS THE BIGGEST SOCIAL NETWORKING MARKET % joined a social network 70%+ 60% -69% 50%-59% <49% Active Internet Universe Estimates

IN ALL AGES “Thinking about using the Internet, which of the following have you ever done?” “Create a profile on a new social network” Active Internet Universe

MORE THAN JUST FRIENDS “What do you do with your social networking profile?” Active Internet Universe

March 2008 Social Media Tracker Global Summary Key Findings

Findings & Implications Daily consumption of video clips have grown massively and penetration is huge Shift from standard banner and traditional (i.e. TVC, etc.) to higher % of video ads Media consumption has begun to tap into the on-demand model % Uploading video is not far from uploading photo’s Need to engage, and provide users the opportunity to engage with brands Competitions to create, edit and share will become the mainstream for video/photo upload competitions. Social Networks have evolved into platforms to organise users Internet experience This is definitely a key channel that can further manage existing offline relationships Users are posting a massive range of content Create and engage in communities whilst SNS is quite new to test and learn how the brand can benefit.

March 2008 Social Media Tracker Global Summary Leveraging Social Media Opportunities

Coke Emblem Olympic Campaign Objective: Drive awareness of Coke’s involvement with Olympics as being a Worldwide Sponsor. Strategy: Individual to connect with olympics via user designed emblem and photo upload Drive from Online to Offline Solution: Leverage social media to drive users to participate in an online photo contest Top photo’s would have an opportunity to be placed on a outdoor billboard at Sogo

Results: - x million online impressions were delivered within a 7 day period Results: - x million online impressions were delivered within a 7 day period

UPS Olympics Alert Campaign Objective: Drive awareness that “UPS Delivers the Olympics” Strategy: Leverage platforms that deliver olympic news & content to consumers first Solution: MSN Olympics Sponsorship Meseenger alerts Messenger Bot game On.TV Branded Page for video 3 - Mobile Alerts and WAP portal

UPS Olympics Alert Campaign Media Firsts: - MSN Alerts (daily) - MSN Bot Game - On.TV Branded Page Results: million impressions on MSN Olympics Sponsorship alone - Xxx games played - xxx alert subscribers - Over x% response rate via mobile

Opportunities – Social Network Sites Numerous opportunities to explore

31 Global Digital Research Intel video Campaign objectives: Drive the concept of “New PC” Build up C2D awareness Target Audience: Male skewed, age 18-30, college student active, positive, engaged in fashion

33 Global Digital Research The Social Media Tracker is part of Universal McCann's global research programme, WAVE, which tracks the impact of communications technologies on a global scale. More infomation: CONTACT