1. COMMUNICATIONS James Warren, Chief Digital Strategist Weber Shandwick Milan | 21 st October 2009

6. Research INLINE Profile Process INLINE Campaign Builder

7. 4,692 European consumers

8. Online advocacy is now the most influential source of information for European consumers

9. 40% of European consumers often don’t believe what they read online until they’ve checked the facts in the traditional mainstream media

10. European consumers under the age of 35 are more likely to find newspapers and magazines influential than their older counterparts

11. 35% of all European consumers expressed interest in direct social network interaction with brands

12. 34% didn’t

13. 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

14. 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

15. Your Story

16. Source: Weber Shandwick Inline Communications Survey, 517 Italian consumers, 18+, July 2009

17. 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

18. 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.)

19. 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

20. Italian consumers who find newspapers and magazines at least somewhat influential

21. Italian consumers who find recommendations online at least somewhat influential

22. 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

23. 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%)

24. Your Story

27. Groups Discussion forums Virtual worlds Niche networks Social networks 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 Location Press releases White papers People Blog platforms Blog communities Micromedia Blogs Journalists Analysts Academia 4 Community Connect 3 Content 2 1 Conversations Your Story Shop staff

28. 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

29. Get in touch to get INLINE europeinline@webershandwick.com

30. 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