SOCIALE MEDIER: FACTS 1
Præsentation Mette Bierbum Bacher Head of Social Mindshare @Mettebb
SOCIALE MEDIER I DAG
MEDIEBILLEDET
SOCIALE MEDIER I DK 1.100.000 aktive brugere 3.400.000 aktive brugere 500.000 aktive brugere 1.200.000 aktive brugere 1.350.000 aktive brugere Månedlige brugere. Kilde: Index Danmark/Gallup
Nyhedsformidling på sociale medier Kilde: Mindshare og Slots- og Kulturstyrelsen, Rapportering om mediernes udvikling 2016.
SOCIAL MEDIA USER PROFILES
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% 200 30% 150 20% 100 10% 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)
Instagram (weekly users) 17% of the population (632,000 ind.) GENDER AGE GROUPS REGIONS FREQUENCY OF USE (ALL) 73% (145) 27% (55) % Affinity 40% 250 30% 200 150 20% 100 10% 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)
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% 350 300 250 200 150 100 50 0 11% (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)
SOCIALE MEDIER OG FORMIDLING 11
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
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.
Og social media har ændret samfundet
Danskernes holdning til reklamer 34% 35% 36% 22% 27% 29% 30% 14% 15% 13% 9% 11% 7% 6% 2010 2011 2012 2013 2014 2015 2016 Opmærksomhed (fanger ofte/altid) Irritation (ofte/hver gang) Kilde: Mindshare Reklameanalysen 2016
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
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
The bots are already here
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