Social Media Around Belgium (Presentation IAB Breakfast)

Hi, I’m Elias.I work at InSites Consulting.I live in and love Gent, and am addicted to my smartphone.Find me on twitter via @eliasveris

Studied countriesBelgium N=12809027 consumers(age 15+) across 35 countries,representative for the online population within country on gender, age and e-commerce.Data collected on online research panels, field in March – April 2011.

How manysocialnetworks matter in Belgium?Evolution: Up or down?

Overall network awareness: 98%Awareness: EverybodyknowsFacebook.80% knowtwitter.There is a long tail.Q : To what extent do you know / use the following social network sites?■Signdiff (95%)BelgiumBelgium vs EuropeGender & age10%> EU10%< EUN Belgium = 1280 / F = NoneN Europe = 7446Socialnetwork awareness

Q : To what extent do you know / use the following social network sites?■Signdiff (95%)BelgiumBelgium vs EuropeGender & ageN Belgium = 1280 / F = NoneN Europe = 7446Socialnetwork awarenessOverall network awareness: 98%Membership: 59% usesFacebookLinkedin, NetlogandTwitter are substantial.59%12%12%7%5%10%> EU10%< EU

Mobile IDaily internet access via smartphoneQ :Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily)60% usesFacebookdaily25% Twitter55%65%64%51%39%N Europe = 2972 / F = If smartphone (with or without internet subscription)

45%40%35%Twitter30%LinkedIn 25%20%Facebook 15%MySpace 10%Netlog 5%0%0%10%20%30%40%50%60%BelgiumHighIntensifieduseKing of the worldIncreaseWalking deadLowPenetrationLowHighUsageincrease versus networkpenetrationN Belgium = min 64 – max 751 / F = If member of thissocialnetwork

Futuremembership21%19%13%7%7%5%4%3%3%3%3%2%1%0%0%0%0%Overall, 71% have no intention to expand their membershipEU: 60%Q : Below you see all the social network sites that you know but that you are not a member of. Please indicate which of the network sites below you would consider becoming a member of.BelgiumBelgium vs EuropeGender & ageFacebook (21%), Twitter (19%) & Linkedin (13%) gain usersN Europe = Min 418 - Max 3962 / F = Non usersN Belgium = min 33 – max 933 / F = non users■Signdiff (95%)

In Belgium, 7% of the social networkers have the intention to quit at least one of the networks they are member of.EU: 7%Q : Below you can see all the social network sites that you are currently a member of. How will your usage of each of these social network sites evolve in the coming year? – I’ll stop using itBelgiumBelgium vs EuropeNetlog & Myspacelose users.10%> EU10%< EUN Belgium = min 64 – max 751 / F = If member of thissocialnetworkIntentionto stop

#1: Facebook is HUGE, andstillgrowing

“People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users”

Mobile I Europe Mobile devices21% Smartphone adoption in BEN Europe = 7446 / F = none

Mobile I Europe Future intention – Next 6 months Q : To what extent are you planning to get each of the following appliances in the next six months? (1-5, top2%)10% purchaseintention next 6 months in BelgiumN Europe = 7446 / F = none

Too expensiveCurrent phone still works fine

Todays barriers are tomorrows drivers.

Mobile I Europe Mobile devices28% Smartphones with internet connection9% Smartphones with internet connection in BE9% in BE  lessthan halfN Europe = 7446 / F = none

Mobile IDaily internet access via smartphoneQ :Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily)36% of themsurfs the internet everyday55%65%64%51%39%N Europe = 2972 / F = If smartphone (with or without internet subscription)

#2: Mobile is EXPLODING, and drives socialnetworking

Staying in touch is the core driver of socialnetworking.Anythingelse?(Andto a lesserextent, gaming)

Twitter, Facebook70%-80%: to get to know things about (new) products / brands

#3: People really are interested in brands on social media

39% of Belgians follow brands on social media48% amongconnected smartphone users

Q : How did you became an online follower / fan of a brand?Triggers for following a brandBelgiumBelgium vs EuropeGender & ageOffline experienceRecommendationSearch10%> EU10%< EUN Europe = 3064N Belgium = 317 / F = socialnetworkers, followingat leastonebrand

Q :On social network sites, brands should…Brand expectationsWhat should my brand share?BelgiumBelgium vs EuropeGender & age10%> EU10%< EUN Belgium = 816 / F = If member of socialnetwork(s)N Europe = 5613

Q :On social network sites, brands should…Brand expectationsDirect benefit.Promotions (46%)Events (43% )Information (35% )But also:Feedback & ideasharingInvitationsto co-createPurchase productsBelgiumBelgium vs EuropeGender & age10%> EU10%< EUN Belgium = 816 / F = If member of socialnetwork(s)N Europe = 5613

#4: People look for information about brands on social media

PreConsulting positive (56%) andnegative (37%) experiencesDuringConsulting promotions (44%)PostSharingpositive (56%) andnegative (39%) experiences

Information shouldbeeverywhere!

Getting relevant information on yourlocation (47%)Getting a discount/coupon whenyou walk past a shop (33%)Gettingdetailed product information in a shop (25%)

Euh….Location-based servicesI Europe in perspectiveAwareness & usageAlmost half of europeans has never heard about location-based services.12% is using location-based services.N=2972N=111Offer advice on things to do on that location(43%)N=92■ I’m a current user of LBS■ I’ve been using LBS, but not anymore■ I know what LBS is, but I’ve never used it■ I have never heard about LBSN Europe = 2178 / F = Ifsmartphonewith internet / data subscription

#5: People love location-based information

#6: Location-basedsocialnetworks are not happening.

Overall, 75% never experienced any actionEU: 58%Q :What kind of actions did you already experience? Via social networks, companies have already contacted me directly concerning...BelgiumBelgium vs EuropeGender & age75% of socialnetwork members neverexperienced a reaching hand from brands.10%> EU10%< EUN Belgium = 816 / F = If member of socialnetwork(s)N Europe = 5613Brand actions on socialnetworks

Overall, 75% never experienced any actionEU: 58%Q :What kind of actions did you already experience? Via social networks, companies have already contacted me directly concerning...BelgiumBelgium vs EuropeGender & ageAlthoughit’snotthat hard…10%> EU10%< EUN Belgium = 816 / F = If member of socialnetwork(s)N Europe = 5613Brand actions on socialnetworks

If brands rarely talk, where do people get their information?

Information is user-generated1/4th of Belgiansocialnetworkers post information about brands, products or companies.36%36%25%Q : The last 10 times you logged into your social networks, how often did you undertake each of the following actions? (% at least once)25% of the social networkers in Belgium post information on products, brands, and /or companiesBelgium■social networkers who consult■ social networkers who react■ social networkers who postWestNorthEastSouthSharingand consulting brand / product informationN Belgium = 816 / F = If member of socialnetwork(s)N Europe = 5613 / F = If member of socialnetwork(s)

Information to shareOffline experiencesdrive sharing… notads.In Belgium, 20% say their sharing behaviour increased (a lot) since last year. EU: 33% Q :What exactly do you share then about products, brands and/or companies? Sharing information about...BelgiumBelgium vs EuropeGender & age10%> EU10%< EUN Belgium = 342 / F = sharing informationN Europe = 4863

#7: Offline experiences drive positive word of mouth

57% A person from your contact list14% A company

#8: There is a disconnectbetween companies andpeople.

Q :Are you proud of the company you’re working for?Q : To what extent do you talk about your job / employer on social media?BelgiumCompany pride (top2%)65%Talkability (top2%)13%Company pride (top2%)61%Talkability (top2%)19%70%17%59%16%59%21%64% 21%Company prideandtalkability65% of employees in Belgium is proudtoworkfortheir company.10%> EU10%< EUN Belgium = 485 / F = If member of socialnetwork(s) andactiveworking personN Europe = 2787 / F = If member of socialnetwork(s) andactiveworking person

Q :Are you proud of the company you’re working for?Q : To what extent do you talk about your job / employer on social media?BelgiumCompany pride (top2%)65%Talkability (top2%)13%Company pride (top2%)61%Talkability (top2%)19%70%17%59%16%59%21%64% 21%Company prideandtalkabilityOnly 13% talks aboutit on social media.10%> EU10%< EUN Belgium = 485 / F = If member of socialnetwork(s) andactiveworking personN Europe = 2787 / F = If member of socialnetwork(s) andactiveworking person

Let’sgivethem access,Andseewhathappens.Q :To what extent do you have access to social network sites at your work? Belgium22%■ complete access■limited access■no access at all34%Wouldliketo have access (top2%, 1-5)21%48%15%42%Acces tosocial media at workN Belgium = 485 / F = If member of socialnetwork(s) andactiveworking personN Europe = 2787

#9: Social media works between people. Let your people do the talking.

But I have one more thingto say.

Brand following on social media: 39% vs 51%

Expectationstowards brands are lower.Offer product information: 35% vs 58%Share ideason innovations: 30% vs 53%Offer promotions:46% vs 58%

Are we detachedpeople,or did we justlowerourexpectations?

75% of Belgians never experienceda direct connectionwith a brand.In Europe, this is 58%.

In Europe, 26% finds information from companies trustworthy.In Belgium, this is 14%

Are we cynicalpeople,or did we justlowerourexpectations?

21% smartphone adoption vs 39%9% data connectionvs 28%10% purchaseintentionvs 22%

Let’s work our wayinto pride.

Social Media Around Belgium (Presentation IAB Breakfast)

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