Post on 03-Jul-2015
Mieux comprendre les medias sociaux…
The Global Web Index
SEMO 2009
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• Fondée en 2000, groupe WPP• Des panels à travers le monde• Bureaux et équipes régionales • 380 employés
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Suite à la fusion de nos panels avec ceux de TNS, Lightspeed Research est devenu le leader mondial des panels en ligne.
Notre engagement pour la qualité et l’accès à des panels propriétaires dans le monde entier permettent à Lightspeed Research d’avoir une position unique dans le secteur des études.
Lightspeed Research et TNS:
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L’avantage Lightspeed : la Qualité
et
Global Web Index
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L’évolution web
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Qu’est ce que cela veut dire pour nous tous ?
• Comment mieux comprendre et intégrer les médias sociaux dans votre stratégie?
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Portal
Search Community Mapping
Retail
Communication Content Sharing
Plateformes media mesurées pour la vague Aout 2009
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Soft Drinks Technology Mobile PhonesGames
ConsolesRetail Finance Automotive
Alcoholic Drinks
Fast Food Sporting Goods
Marques analysées pour la vague Aout 2009
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Notre partenariat
Cabinet de conseil dédié à la compréhension des tendances média et technologie. Fondé par Tom Smith, ancien responsable études media chez Universal McCann
Des terrains online de haute qualité pour faciliter les décisions de nos clients.
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Deux fois par an – 32,000 répondants dans 16 pays
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Méthodologie: les marchés
16 pays, qui représentent 70% de l’univers Web
USA
Canada
Mexico
Brazil
Spain
UK
Netherlands
Italy
Germany
Russia
China
India
Japan
South Korea
Australia
France
Copyright © 2009 Lightspeed Research. Proprietary and Confidential. All rights reserved.
Global Web Index
The Global Web Index vous donne des informations sur l’impact…
◦ du comportement des consommateurs◦ de la communication des marques◦ de l’achat des internautes◦ des attitudes et des avis
The Global Web Index est un outil qui donne une perspective pointue de l’évolution du web
Media social
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Cela nous concerne tous…
Behaviour online – last month. You will now see a list of items that represent different activities you can do online. Please read each one carefully and then indicate whether you have done that in the past month, or whether you have done it longer ago.
Copyright © 2009 Lightspeed Research. Proprietary and Confidential. All rights reserved.
L’évolution des réseaux sociaux: ici aussi la mode et les tendances évoluent…
Copyright © 2009 Lightspeed Research. Proprietary and Confidential. All rights reserved.
La réalité: toujours centrée sur des taches
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
prendre un autre personalite
faire des recontres
faire de la promotion
partager de la contenu
Jouer
m'exprimer
Organiser ma vie
partager mon avis
trouver des films / emissions
networking professionel
garder mes amis au courant de ma vie
trouver de la musique
remplir mon temps vide
m'inspirer
eductation
Divertissement
Des recherches professionels
me renseinger sur comment faire des choses
rester en contact avec mes amis
trouver/rechercher des produits a acheter
me tenir au courant des actualites / evenements
% tres important
`
Below are various reasons why you use the Internet. Please think about how important these reasons are for you using the Internet.
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Les réseaux sociaux explosent dans les pays émergeants
Behaviour online – last month You will now see a list of items that represent different activities you can do online. Please read each one carefully and then indicate whether you have done that in the past month, or whether you have done it longer ago.
Copyright © 2009 Lightspeed Research. Proprietary and Confidential. All rights reserved.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Coree
Bresil
Italie
Espag
neIn
de
Chine
Mex
ique
Russie
Franc
e
Japo
n
Allem
agne
Canad
a
Austra
lieUSA
Pays
bas
UK
prem
iere
mot
ivat
ion Rechercher / Acheter des produits a acheter
Me tenir au courant des actualitesMe renseigner sur comment faire des choses
La principale motivation pour l’utilisation des moteurs de recherche: l’achat
You will now see a number of online activities that you currently take in. For each one, please can you select the main reasons you partake in that activity online? Motivations to use a search engine
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Rappellez-vous des tendances…
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La réalité est différente…
Comportement au cours du dernier mois
0% 10% 20% 30% 40% 50% 60% 70%
Use a micro-blogging s ervice
Wri tten a news s tory / article
Uploaded a video onl ine
Wri tten your own blog
Edit/managed own webs i te
Leave a comment on a s tory on a webs i te
Manage a socia l network profi le
Upload photos onl ine
Vis i t a forum
Watch video cl ip
% Have done in the last month
Behaviour online – last month. Global You will now see a list of items that represent different activities you can do online. Please read each one carefully and then indicate whether you have done that in the past month, or whether you have done it longer ago.
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Et il n’y a pas que Facebook…
0%10%20%30%40%50%60%70%80%90%
MySpace Orkut
Bebo
Friendste
rNetlo
g
Skyrock Hi 5
Studvyiz
Viadeo
A private in
vitatio
n only socia
l...
Another socia
l netw
orking servi
ce
% W
here
hav
e ac
tive
prof
ile
France Germany Ita ly Netherlands Russ i a Spai n UK
Social networks – active profile
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Quelles solutions Web, pour quels besoins?
Rester en contact avec amis/famille
Réseaux sociaux, partage de photos
Partager un avis ou du contenu
Blogs
Valoriser quelque chose
Micro-blog / Twitter
Impacts
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Impacts pour les marques de l’explosion des réseaux sociaux
85%
trouver de l’info sur un produit
bien précis
49%
trouver une recommandatio
n
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Tous les produits sont concernés% d’internautes qui ont fait des recherches sur internet avant d’acheter un produit
Source: Global Web Index
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Les réseaux sociaux plus forts que tout…
Trust in communications: FRBelow is a list of people whose opinions you come into contact with on a regular basis. Now think about when you seek an opinion on a brand you are considering buying. Which of the following people do you trust to provide you the most accurate opinion? Please score them on a scale of 1 – 5, with 1 = do not trust and 5 = trust strongly.
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Le virtuel plus puissant que le réel???
NETWORK SIZE: How many people you stay in touch with
USA
22.8
France
17.6
China
24.1
Brazil
24.4
USA
42.8
France
41.5
China
51.5
Brazil
31.2
Communications face a face
Communications via reseaux sociaux
Communications face a face
Communications via réseaux sociaux
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3 réseaux sociaux: 3 mondes différents
Facebook LinkedIn Twitter
Evolution
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Improve my opinion of the brand Keep me informed of the brand Get me to buy the brandA face to face recommendation Television advert A face to face recommendation
Television advert An email sent to you Television advert
A website created by the brand A face to face recommendation A recommendation online from a contact / friend
An email sent to you A website created by the brand An email sent to you
Magazine advert A direct mail sent to your house A website created by the brand
A recommendation online from a contact / friend A recommendation online from a contact / friend A direct mail sent to your house
Newspaper advert Newspaper advert Newspaper advert
Newspaper or magazine featuring the brand Newspaper or magazine featuring the brand Magazine advert
Poster on a high street Magazine advert Newspaper or magazine featuring the brand
Advert in a store / shop front Radio advert Radio advert
Film or television programme featuring the brand Poster on a high street Advert in a store / shop front
Sponsorship of a major event e.g. sports or music concert Film or television programme featuring the brand Poster on a high street
Utilisez les medias sociaux comme cible de votre communication
Critères influençant l’achat
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Ecouter au lieu de parler!
UK V Italy DATA: Perception of brands in social media / new channels
Below is a list of activities that brands can engage in online. Some of these are very new and some will be more familiar to you. Please can you state your opinion on brands engaging in these activities?
Copyright © 2009 Lightspeed Research. Proprietary and Confidential. All rights reserved.
31.4% Fournir un
espace de libre expression et de communication directe avec la
marque
12.2%Créer un
groupe de la marque
10.8% être ami avec la marque
Vers une communication à double sens…
Europe DATA: Perception of brands in social media / new channels. Improve my opinion of the brand
L’avenir est déjà là!!!
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Le virtuel devient de plus en plus réel…
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Quand les réseaux sociaux prennent le pouvoir!!!
Lightspeed Research and the Global Web Indexsvernhes@lightspeedresearch.com
www.lightspeedresearch.com