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The Social Media Sandbox

The Social Media Sandbox. Robert Hutton General Manager, Executive Vice President Pollara. Research Objectives and Methodology. POLLARA conducted two surveys to measure awareness, familiarity with, and attitudes towards social media.

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The Social Media Sandbox

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  1. The Social Media Sandbox Robert Hutton General Manager, Executive Vice President Pollara

  2. Research Objectives and Methodology POLLARA conducted two surveys to measure awareness, familiarity with, and attitudes towards social media. The first online survey was conducted among its Internet panel members in September 2007. In total 2,265 Canadians aged 18 and over responded (excluding Quebec.) This survey consisted of two different sets of questions. One set of questions was asked of 444 respondents whose jobs are best described as ranging from junior to executive/owner Marketing/Communications/Public Relations practitioners. The remaining 1,821 respondents were not employed in these functions. They were asked if they have ever used online social media tools, what are social media users’ attitudes towards social networking sites, what are the most important roles these sites fulfill and what users want from brands and organizations . The 1,295 respondents (71%) who said they have used these tools were asked a different set of questions.

  3. Research Objectives and Methodology (cont’d) The second online survey of its Internet panel members took place in January 2008. 1,181 Canadians aged 18 and over responded (excluding Quebec). All panel respondents perceive themselves as Social Media users, though around half, 48% of respondents, had registered with a social media site. 64% defined themselves as participants, the remainder non-participants. Proportionate results among both groups were very similar. Don’t know response showed high levels across the majority of questions among both groups, indicating the realm of social media, its perceived values and benefits are still unclear to a fair proportion of social media users. To capture the general population’s attitudes and usage, today we will show all panel respondent results. The report exploring differences among registered social media users and non–registered users is available on request!

  4. Social Media Tools Study - CorporateFamiliarity with Social Media Tools • Overall, 28% of respondents say they are more familiar than their customers with social media tools such as Facebook, MySpace, YouTube, Flickr, blogs and podcasts. Total Company Owners/Board of Directors Executive Management Senior Marketing/Communications/Publics Relations Management Junior Marketing/Communications/Public Relations About As Familiar As Your Customers More Familiar Than Your Customers Less Familiar Than Your Customers How familiar are you with social media tools such as Facebook, MySpace, YouTube, Flickr, blogs and podcasts? Are you:

  5. Have a Profile On Facebook or MySpace • More than two in five (43%) survey respondents indicated that they have a profile on Facebook or MySpace. Total Company Owners/Board of Directors Executive Management Senior Marketing/Communications/Publics Relations Management Junior Marketing/Communications/Public Relations No Yes Don’t Know Do you have a profile on Facebook or MySpace?

  6. Attitudes Towards Social Networking Sites Social Networking Sites like MySpace and Facebook are powerful tools to connect me with my most important customers. It is important that my employees/colleagues participate in and understand the medium. (%) Social Networking Sites like MySpace and Facebook are time wasters. Employees/colleagues shouldn’t use them on office time. (%) Total Company Owners/Board of Directors Executive Management Senior Marketing/Communications/Publics Relations Management Junior Marketing/Communications/Public Relations

  7. Importance of Social Media Tools Time wasters or important communications tools? Social media tools like Facebook, YouTube and blogs have forever changed the communications landscape and are becoming more important than communications tools such as television, radio, newspapers and magazines (%) Social media tools like Facebook, YouTube and blogs are important, but will never be as powerful a communications tool as television, radio, newspapers and magazines (%) Social media tools like Facebook, YouTube and blogs are a fad. (%) Total Company Owners/Board of Directors Executive Management Senior Marketing/Communications/Publics Relations Management Junior Marketing/Communications/Public Relations

  8. Senior Management Supportive of Greater Investment In Social Media To Reach OutTo Customers • Overall, more than half (54%) of respondents believe that senior management and/or the board of their company is either very supportive (12%) or somewhat supportive (42%) towards greater investment in using social media to reach out to customers. Total Company Owners/Board of Directors Executive Management Senior Marketing/Communications/Publics Relations Management Junior Marketing/Communications/Public Relations VerySupportive (%) Somewhat Supportive (%) Somewhat Opposed (%) StronglyOpposed Don’t Know How supportive are senior management and/or the board of your company towards greater investment in using social media to reach out to customers?

  9. About the Same (%) Less (%) We Don’t Spend Any Money on it at the Moment And Don’t Intend to in the Future. (%) Don’t Know/ Refused (%) More (%) 2% 32% 15% Total 12% 39% But That Doesn’t Necessarily Translate to Spending: • Looking forward to 2008, do you plan to spend more money on social media marketing, less money on social media marketing or about the same amount as you spent in 2007?

  10. Effect On The Media Spending Mix: The areas that respondents are most likely to cut back on are direct mail marketing (28%), print advertising (26%) and radio advertising (16%). Fewer than one in ten respondents (9%) said they would be cutting back on TV advertising in order to increase their social media budget. Three in ten respondents (31%) said they would not be cutting back on other marketing spending, but will instead be increasing their overall marketing budget. Which, if any, of the following will you cut back on in order to increase your social media budget?

  11. General Population Results First Study Whether Used Online Social Media Tools • Almost all (96%) 18-34 year olds report having used these tools, while fewer than half (49%) of respondents aged 55 and older have used them. Total Men Women 18-34 35-54 55+ Yes No Have you ever used online social media tools such as blogs, Facebook, YouTube, MySpace, Wikipedia and Flickr?

  12. Importance of Social Media Tools in Developing, Maintaining and Nurturing Friendships • Overall, half (52%) of respondents believe that social media tools are either very important (9%) or somewhat important (43%) in developing, maintaining and nurturing friendshipsWomen (57%) and younger respondents (68% of those aged 18-34) are significantly more likely than men and older respondents to say that social media tools play an important role with regards to friendships. Total Men Women 18-34 35-54 55+ VeryImportant SomewhatImportant Not VeryImportant Not ImportantAt All How important are these social media tools in developing, maintaining and nurturing friendships?

  13. Social Media as Marketing Channels • Overall, 59% of respondents who have used online social media tools consider them to be either very important (12%) or somewhat important (47%) in learning about products, services, organizations and brands. • Women (62%) and middle aged respondents (64% of those aged 35-54) are the most likely to say that social media tools play an important role in this area. Total Men Women 18-34 35-54 55+ VeryImportant SomewhatImportant Not VeryImportant Not ImportantAt All How important are social media tools in learning about products, services, organizations and brands?

  14. Importance of Social Media To Brand Communication • More than half (53%) of respondents who have used online social media tools consider them to be either very important (11%) or somewhat important (42%) tools to share their own thoughts and opinions about products, services, organizations and brands. Total Men Women 18-34 35-54 55+ VeryImportant SomewhatImportant Not VeryImportant Not ImportantAt All How important are social media tools to share your own thoughts and opinions about products, services, organizations and brands?

  15. Current Use of Social Network Sites I added my profile to one of these sites but I haven’t been back since. (%) I added my profile to one of these sites, and I occasionally check it. (%) I used to be active on these sites, but not anymore. (%) I am constantly visiting sites such as Facebook or MySpace. (%) Over a quarter (27%) of respondents indicate that they either no longer (18%) or rarely (9%) visit the social networking sites they signed up to. Ioften visit sites like Facebook or MySpace. (%) Total Men Women 18-34 35-54 55+

  16. What Role Should Organizations and Brands Playin Social Media? Brands and organizations should monitor what’s being said about them online, but shouldn’t contribute. (%) The majority of respondents (53%) believe that social media is for individuals and that brands and organizations do not belong there. Social media is for individuals. Brands and organizations don’t belong there. (%) Brands and organizations are an important part of the conversation taking place through social media. (%) Total Men Women 18-34 35-54 55+ Meanwhile, 29% believe that “brands and organizations should monitor what’s being said about them online, but shouldn’t contribute”.

  17. Are Social Networking Sites Becoming Too Commercialized? • Half (50%) of respondents believe that social networking sites are becoming too commercialized while fewer than one in five (17%) do not believe that the sites are becoming too commercialized. One-third (33%) do not know if they are becoming too commercialized Total Men Women 18-34 35-54 55+ No Yes Don’t Know

  18. When Sites Become Commercial, They Lose Their Impact: • If the site you use for social networking, such as Facebook or MySpace, becomes more commercialized, how likely are you to look for a new site? Total Men Women 18-34 35-54 55+ VeryLikely SomewhatLikely Not AtAll Likely Don’t Know

  19. Social Media Sandbox StudyWhat is Social Media ? MSN Facebook Chat Rooms EBay Blogs Newspaper Websites Amazon.com AOL Itunes TV Websites Magazine Websites Wikipedia Podcasts Flickr Q9. Are you aware of the following media?

  20. Social Media Definition: user to user interaction, user generated content. Facebook Chat Rooms Blogs MSN Podcasts AOL Newspaper Websites Magazine Websites TV Websites Wikipedia Ebay Amazon.com Itunes Flickr Would you define the following as social media?

  21. Do you Trust Information from Social Media Sites..Or..’Trust But Verify’? “A wealth of different perspectives, yes; but unbiased information? No. “ “…for the most part but not always…” Social Media Users Participants Non- Participants “…but with a grain of salt…” “…but with reservations.”

  22. Rank Order Trust levels Newspaper websites Wikipedia MSN TV websites Facebook EBay Magazine websites Blogs Chat Rooms Itunes AOL Podcasts Flickr • Facebook, Chat Rooms, Blogs, MSN and Podcasts, the top 5 most sites defined as social media sites, have very low trust levels. Do you trust the following media as a credible source for information?

  23. Social Media Values Being Connected, Being Heard Social media users want to be heard. While around 2 in 5 (40%) social media users utilize sites to locate information, around 3 in 5 (68%) use social media to connect with and communicate to friends and another 2 in 5 (44%) participate to be heard. Keeps me in touch with friends A platform to voice my opinion I follow blogs for reliable information A community forum I join where people share my values Forums for valuable information The opinions of bloggers on topics I care about are very influential to me I can get unbiased information on products and services Consumers drive the agenda, not corporations Corporate involvement in social media is a welcome interaction Corporate involvement in social media is not welcome “It is an easy link to drop a quick note to a friend and to update a bunch of friends at the same time.” Agree Disagree Don’t Know “…because nobody can cut you off in the middle of a sentence if they disagree with your opinion.” “I can say anything I want.” Do you agree/disagree with the following statements about social media?

  24. Social Media InfluenceComplements Traditional Media Around 8 in 10 social media users are influenced to utilize sites to investigate products and look at other sources of information. 3 in 4 or 76% go to traditional media for further information. Purchase products Investigate products Look at other sources of information Try new activities Meet new people Go to traditional media for further information Very much Somewhat Not at all “I take everything I read with a grain of salt and make a decision after I get all the info” • How much does social media influence you to do the following:

  25. Social Media Influence by InteractionPeer to Peer, Friendship Groups Those with the largest share of voice or credibility, among social media users, are peers and friends. Around 2 in 3 or 68% of social media users are influenced by interactions on-line with peers and friends. By peers/friends By most active or dominant participants By casual users Not influenced at all Very much Somewhat Not At All • How much are you influenced by different types of interactions in social media?

  26. Friends and Family are the True InfluencersRecommendations by Peers • Close personal friends and family are the true social media influencers. 77% of social media users are very/somewhat likely to consider purchasing products recommended by personal close friends. Around 79% are very/somewhat likely to consider purchasing products recommended by family. Only 23% are very/somewhat likely to consider purchasing products recommended by well known bloggers. Community peers Close personal friends Known regular bloggers Family VeryLikely SomewhatLikely Not AtAll Likely Don’t Know How likely are you to consider purchasing products and services recommended by social media users?

  27. Engagement Levels Are Passive:Social Networking Site Participation Generally, how would you describe your overall level of participation with social media? Have you registered on any social media websites?

  28. Engagement Levels: Lots of Writing, Little ContentBlog Site Activities: Mostly About The Blogger The majority of bloggers blog about thoughts and ideas (61%). The second largest proportion, around 1 in 2 or 50%, blog about friends, family and personal daily events. This group’s main purpose is a forum to share personal events. Do you have a blog? “I prefer blogs that help me understand why people don't think like me!” If yes, what do you use it mostly to post about?

  29. Engagement Levels Multi-tasking Activities • Around 2 in 3 (66%) social media users are engaged in other activities while on-line indicating limited opportunities for media messaging. Conversely, time spent with other media provides opportunities for media synergies. • Are you doing anything else while engaged online in social media?

  30. Influencers or The Power Of The Silent Majority:Trust, Diffuse Sources, Circular, not Hierarchical. • Among Social Media Users and Participants who are aware they are looking for opinions in social media, more than half look for more general consensus. Significantly 2 in 5 (46%) and 1 in 3 (34%) of Social Media Users and Participants, respectively, are not aware of how they use opinions they view in social media. Participants Social Media Users “ If you take into account a large number of opinions, the overall average is usually accurate.” Do you think there are influencers or opinion leaders in the social media you use or do you look for more general consensus or agreement?

  31. Are Brands and Organizations Connecting to Social Media Users? • Brands and organizations that advertise on social media websites … Show they care about the things I care about Tend to be leaders in their field It makes me take them more seriously It makes me feel they are trying hard to reach me personally Are trying to manipulateme Are intruding where they aren’t welcome Agree Disagree Don’t know

  32. Are Brands and Organizations Connecting to Social Media Users? No! • More than half of social media users feel negatively towards brands and organizations involvement in social media. Brands and organizations that advertise on social media websites … “Are intruding where they aren’t welcome.” “The medium is too easily manipulated and has no accountability .” “I like to think of social media as people not corporations.” “I don't want to be a customer or consumer all the time.” “I don't need commercials while I am socializing and/or typing messages. That is what TV is for!” “I get enough corporate crap on tv with every commercial - I dont want it where i socialize on the internet.” “I also do not trust corporations with the site; actually because of the recent hype I have considered deleting Facebook”. “Corporate involvement is based on the needs of the corporation, not the customer.” “I think there are too many bad advertising scams out there. It's not needed in this form.”

  33. Advertising and Social Media Consumption • 3 in 4 or social media users indicate advertising does not belong on social media sites. 1 in 4 like the advertising and are most likely to be open to product testing. What effect does advertising have on your consumption of social media?

  34. Brand or Product Testing on Social Media Sites Have you been asked to try out/review/discuss any products or brands through social media sites? Would you be willing to try out/review/discuss specific brands or products on a more regular basis?

  35. So – Why Do We Care About Social Media?For The Researcher, The Perils of Panel Research: Target Positives Methodology Concerns Light TV viewers/newspaper readers Younger demos Niche markets Cost-effective Low incidence levels Heavy Internet Users Duplicate respondents Conditioned • “It is claimed that less than 1% of the general population supplies one-third of all responses to online surveys. “ Interactive Advertising Bureau of Canada • Social Media potentially gives us access to a self-validating population, highly representative, on a one to one basis.

  36. Why are we Concerned with Social Media? Broadcasters: Are you a regular viewer of on-line TV channels and news sites? Do you regularly view embedded videos on those sites? Are you watching less TV news, current and public affairs programs in favour of on-line news, current and public affairs material?

  37. Should Broadcasters be Worried? • Are websites sponsored by TV shows replacing your TV viewing or supplementing it or neither?

  38. Conclusions • Overall, the definition of social media is still evolving. Its perceived value is still unknown to a fair number of users, indicated by the high don’t know responses, and ambiguous to senior management marketers. • Two-thirds of marketing management respondents believe that social networking sites are time wasters and that employees/colleagues shouldn’t use them on office time. Conversely, many respondents nevertheless regard them as being important communications tools. This contradiction reflects the ambiguity still surrounding social media. • Two-thirds of social media users are on the fringe, either viewer/lurkers or non-participants implying social media usage has a ways to go before it is viewed as mainstream media and . 31% of social media users describe their participation levels as Active. 33% described themselves as Viewers/Lurkers and 36% describe themselves as non-participants. Of note, over a quarter (27%) of respondents indicate that they either no longer (18%) or rarely (9%) visit the social networking sites they signed up to. • Trust levels for information found on social media sites are low. Not surprisingly, these are lowest for non-participants implying this is the reason for low engagement. 38% of social media users do not trust information on social media sites; 31% do; 31% don’t know. As can be expected, among Participants, trust levels are higher - 42%, still 34% do not trust information on social media sites, and 24% don’t know. Among Non-Participants, a low 11% trust the information on social media sites, 44% do not. The remaining 44% do not know whether they trust the information on social media sites.

  39. Conclusions (cont’d) • Trust levels for social media sites are relatively low for most sites. Levels are highest for newspaper sites (35%), an on-line product extension of traditional media, then Wikipedia (26%), followed by MSN (13%), TV sites (6%) and Facebook (5%). Brands and organizations with high trust levels that advertise on social media sites may be compromising their brand value. • The primary purpose of social media for social media users is to be heard. While around 2 in 5 (40%) social media users utilize sites to locate information, around 3 in 5 (68%) use social media to connect with and communicate to friends and another 2 in 5 (44%) participate to give their opinions. • Social Media Users are looking for consensus. Among Social Media Users and Participants who are aware they are looking for opinions in social media, more than half look for more general consensus. Significantly 2 in 5 (46%) and 1 in 3 (34%) of Social Media Users and Participants, respectively, are not aware of how they use opinions they view in social media. • Close personal friends and family are the true social media influencers. Those with the largest share of voice or credibility, among social media users, are peers and friends. Around 2 in 3 or 68% of social media users are influenced by interactions on-line with peers and friends. • 77% of social media users are very/somewhat likely to consider purchasing products recommended by personal close friends. Around 79% are very/somewhat likely to consider purchasing products recommended by family. Only 23% are very/somewhat likely to consider purchasing products recommended by well known bloggers.

  40. Conclusions (cont’d) • Social media potentially drives users to traditional media. Around 8 in 10 social media users are influenced to utilize sites to investigate products and look at other sources of information. 3 in 4 or 76% go to traditional media for further information. • Low average weekly hours tuned indicate social mediafrequency levels are low. 3 of the top 5 social media sites social media users spend the most time with are complementary interactive extensions of traditional media vehicles implying traditional media give social media sites lift. • While around 2 in 3 (66%) social media users are engaged in other activities while on-line, indicating limited opportunities for media messaging, time spent with other media provides opportunities for media synergies. • Results from both studies indicate, for most social media users, social media is perceived as social, not a venue for business or corporate messaging. The majority of respondents (53%) believe that social media is for individuals and that brands and organizations do not belong there. Around 55% of social media users agree brands and organizations that advertise on social media websites are trying to manipulateme and are intruding where they aren’t welcome. And half (50%) of respondents perceive social networking sites as becoming too commercialized. 28% of social media users from the first survey stated they are very likely to look for a new site while 22% of social media users from the second survey considering moving sites. • .

  41. Conclusions (cont’d) • There is a role for brands and organizations to play on social media sites. 59% of social media users are looking for information in tandem with other sources. Brands and organizations can provide bridges or connections to information. • Around 3 in 5 (68%) use social media to connect with and communicate to friends. Brands and organizations can facilitate closer and new relationships. • 29% believe that “brands and organizations should monitor what’s being said about them online, but shouldn’t contribute” implying social media users, identical to off-line media users, want brands and corporations to be accountable and responsive to consumers needs. Social media users don’t want a direct conversation but want brands and corporations to listen to their opinions and respond. • Financial Times, Friday, February 1, 2008: • “Google on Thursday blamed the difficulty of making money from placing adverts on social networking sites for holding back its growth in the latest quarter, contributing to a 9 per cent slump in its shares in after-hours trading. The search company also reported an unexpectedly sharp slowdown in the number of “clicks” people make on its online adverts, contributing to the nervousness on Wall Street about underlying demand for its core advertising services. “We have found that social networks are not monetising as well as we were expecting,” said George Reyes, chief financial officer, as Google reported its earnings for the final quarter of last year.” .

  42. Thank – you! Robert Hutton Executive Vice-President roberthutton@pollara.com March 2008

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