SOCIALE MEDIER: FACTS

Transkript

1 SOCIALE MEDIER: FACTS 1

2 Præsentation Mette Bierbum Bacher Head of Social

3 SOCIALE MEDIER I DAG

4 MEDIEBILLEDET

5 SOCIALE MEDIER I DK aktive brugere aktive brugere aktive brugere aktive brugere aktive brugere Månedlige brugere. Kilde: Index Danmark/Gallup

6 Nyhedsformidling på sociale medier Kilde: Mindshare og Slots- og Kulturstyrelsen, Rapportering om mediernes udvikling 2016.

7 SOCIAL MEDIA USER PROFILES

8 Facebook (daily users) 62% of the population (2,305,000 ind.) GENDER AGE GROUPS REGIONS FREQUENCY OF USE (ALL) 56% (111) 44% (89) % Affinity 40% % % % 50 24% 24% 20% 18% 14% 0% 0 10% (92) 22% (106) 21% (97) 13% (87) 34% (107) Less often; 7% Weekly; 15% Never; 16% Daily; 62% DEVICES USED WILLING TO ENGAGE SOCIAL INFLUENCE DIGITAL ENGAGEMENT Smartphone Laptop computer Tablet Desktop computer Streaming service Gaming console Smart TV 61% (114) 87% (108) Express opinion on brands online 11% 81% (102) Enjoy expressing Top categories 62% (110) views online 14% 43% (97) Travel (32%) Spend a lot of time on social media 62% 40% (118) Food/drink (29%) Couldn't live without 34% (114) Technology (28%) social media 38% 31% (104) Government (16%) Prefer advice from social networks 24% (127) (128) (146) (130) (127) TV/video is ondemand or online Uses a range of devices Internet is key source of news Internet is key to decision making Online constantly through the day 34% (111) 69% (111) 69% (114) 69% (110) 89% (111)

9 Instagram (weekly users) 17% of the population (632,000 ind.) GENDER AGE GROUPS REGIONS FREQUENCY OF USE (ALL) 73% (145) 27% (55) % Affinity 40% % % % 50 39% 32% 14% 11% 5% 0% 0 11% (104) 21% (99) 15% (70) 12% (81) 41% (129) Never; 73% Daily; 10% Weekly; 7% Less often; 11% DEVICES USED WILLING TO ENGAGE SOCIAL INFLUENCE DIGITAL ENGAGEMENT Smartphone Laptop computer Tablet Streaming service Gaming console Desktop computer Smart TV 97% 89% 66% 54% 42% 36% 35% (120) 73% (137) Express opinion on brands online 12% (112) Top categories Enjoy expressing 13% (116) views online Travel (47%) Spend a lot of time (159) on social media 72% Food/drink (41%) (140) Couldn't live without social media 51% (81) Technology (33%) Prefer advice from (120) Cosmetics/skin (30%) social networks 29% (144) (122) (171) (185) (152) TV/video is ondemand or online Uses a range of devices Internet is key source of news Internet is key to decision making Online constantly through the day 47% (154) 76% (122) 75% (124) 75% (118) 91% (114)

10 Snapchat (weekly users) 20% of the population (743,000 ind.) GENDER AGE GROUPS REGIONS FREQUENCY OF USE (ALL) 60% (120) 40% (80) % Affinity 60% 50% 40% 30% 20% 10% 0% 55% 30% 6% 6% 3% % (104) 21% (99) 15% (70) 12% (81) 41% (129) Never; 72% Daily; 11% Weekly; 9% Less often; 8% DEVICES USED WILLING TO ENGAGE SOCIAL INFLUENCE DIGITAL ENGAGEMENT Smartphone Laptop computer Tablet Streaming service Gaming console Desktop computer Smart TV 97% 93% 61% 56% 42% 34% 32% (120) 71% (132) Express opinion on brands online 12% (119) Top categories Enjoy expressing 14% (107) views online Travel (36%) Spend a lot of time (164) on social media 68% Technology (35%) (142) Couldn't live without social media 49% (76) Food/drink (33%) Prefer advice from (109) Cosmetics/skin (21%) social networks 30% (143) (130) (161) (176) (157) TV/video is ondemand or online Uses a range of devices Internet is key source of news Internet is key to decision making Online constantly through the day 44% (142) 74% (118) 76% (126) 70% (110) 91% (114)

11 SOCIALE MEDIER OG FORMIDLING 11

12 Social media is at the center of marketing Key to business objectives Sales Paid advertising Product launch Foot-traffic Targeting Reach Traffic User Involvement Social Media Awareness Events Content Co-creation Engagement Product testing Community Management Branding

13 Social media landskabet har ændret sig Mange sociale platforme. Der er enormt meget data, der skal bruges strategisk til content produktion, annonceindkøb og målgruppe indsigter. Vi konkurrerer ikke kun med andre brands, men også med vores kunders familie, venner og kollegaer.

14 Og social media har ændret samfundet

15 Danskernes holdning til reklamer 34% 35% 36% 22% 27% 29% 30% 14% 15% 13% 9% 11% 7% 6% Opmærksomhed (fanger ofte/altid) Irritation (ofte/hver gang) Kilde: Mindshare Reklameanalysen 2016

16 Begrænsning af digitale fodspor 2016 *Alle 100% 90% 80% 70% Begrænser ikke mine digitale fodspor 41% 59% 60% 50% 40% 30% 20% 10% 38% 22% 19% 19% 6% 0% Fjerner jævnligt cookies Har downloadet et Ad Blocking program eller lignende Blokerer cookies Bruger privat browsing Andet Kilde: Mindshare Reklameanalysen 2016

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18 VI DELER FOR AT SKABE VÆRDI I VORES NETVÆRK 1 For at viderebringe værdifuld, eller underholdende indhold til andre 2 Identitet og selvfremstilling 5 For at sprede budskabet om en sag vi finder værdig Hvorfor Hvorfor deler vi? deler vi? 4 Self-fullfilment / Selvudfoldelse 3 For at vokse og vedligeholde netværk / venskaber 18

19 The bots are already here

20 Spørgsmål? 20