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市場調查報告書

網路社交網路

Online Social Networking

出版商 Datamonitor
出版日期 2008年03月 商品編碼 64562
內容資訊 英文 30 pages
價格
本報告書已不再販售

本報告已在2011年07月19日停止出版。

簡介

本報告書內容包括:網路社交網路(OSN)成長的理由、主要國家/地區消費者的OSN利用(會員人數・利用時間等)、 社交網路做為達成行銷目的的利用方法、給行銷人員的建議。內容綱要摘記如下:

概要

未來發展預測

  • 動向:OSN將成為確立的網路型態
    • 有各種定義,反應媒體環境變化的OSN
    • 行銷人員應認識媒體發展方向的變化,並擬定因應計畫
  • 動向:OSN會員人數・利用規模預計在全球都將成長
    • 全球性發展的網路・行動設備連線・利用時間
    • 全球性OSN會員人數・利用之增加
    • OSN成長因素:人的因素大於技術因素
  • 考察:OSN的未來成長及商業影響力受潛在阻礙因素左右
    • 可信度・隱私權的問題:消費者的顧慮
    • 網路廣告:比其他型態廣告的可信度來得低
    • 消費者喜新厭舊及隨時尋求新型態娛樂的特質、等
  • 考察:網路社群網路在各人口層中都很受歡迎
    • OSN利用的社會・人口結構・文化傾向
    • OSN網站的偏好及文化・地區性差異

行動要點

  • 行動:強打品牌・身為銷售成長的媒體,有效利用既有的網路社群
    • 探索社交網路網頁的品牌應用開發的市場機會
    • 利用發信管道,有效利用網路
    • 掌握消費者熱衷的品牌,並有效利用
    • 為提供詳細的品牌故事,應有效利用社交媒體、等
  • 行動:為促進高成本效益的目標消費者調查,應利用新的社交網路社群
    • 應建立能監測社交媒體中的品牌故事的地位
    • 建立能滿足市場調查過程的封閉網路社群
    • 建立能滿足市場調查過程的公開網路社群
  • 行動:開發能口耳相傳、擁有高度互動性的內容
    • 製作提高社交媒體幽默度的內容、等
  • 行動:有效利用多個網路接點,頻繁地散佈訊息
    • 尋找在虛擬世界中能提供的市場機會

附錄

  • 定義
  • 調查方法

圖表

目錄

Abstract

Overview

Introduction

Globally, the use of online social networks as a means to communicate and interact is rising sharply. Interactive social media has given people more control over their media experience. This creates both new opportunities and challenges in marketing. This report will help you understand when and how to utilize social media as part of a successful marketing strategy

Scope

  • Detailed insights and analysis documenting the drivers behind the continued popularity of online social media
  • Key country-by-country data outlining social network memberships, internet access, broadband access and mobile phone ownership
  • Strategic conclusions and actionable recommendations on harnessing the power of social media for marketing purposes
  • Global scope - countries covered: France, Germany, Italy, Netherlands, Spain, Sweden, UK, US, Australia, N. Zealand, Japan, China, S. Korea, India

Report Highlights

Across the globe, consumers are becoming more connected through the help of new technology. In particular, increased broadband internet access has encouraged new internet users, as well as those already using the internet to spend more time on it, because it enhances the user experience and makes the evolution from Web 1.0 to Web 2.0 possible.

It is incorrect to assume that successful Online Social Networking (OSN) based marketing is only relevant for brands targeting younger consumers. Although they remain the core group driving the trend, the reality is that OSN is also relevant to a broad range of age cohorts.

Social media derived marketing needs to be engaging and not overly forced. Consumer packaged goods companies that would be especially well-advised to engage in the commercialization of social networking are those whose target market already feels a strong sense of engagement.

Reasons to Purchase

  • Obtain a detailed understanding of consumers' need to connect online and how this can be effectively leveraged commercially
  • Use the latest evidence based insights to structure effective marketing campaigns through social media
  • Access a compelling blend of quantitative and qualitative data illustrating consumer attitudes and best-practice marketing across the globe
  • Online Social Networking

Table of Contents

  • Overview
    • Catalyst
    • Summary
  • THE FUTURE DECODED
    • TREND: OSN has become an established form of connecting
      • OSN can be defined in different ways and reflects a changing media landscape
      • Key take-outs and implications: marketers must recognize and plan for changing media orientations
    • TREND: Membership and usage of OSN is continuing to rise globally as more people have internet access
      • Access to and time spent using the internet and mobile communication devices continues to increase across the globe
      • Membership numbers and usage of online social networks is growing globally
      • Interpersonal factors beyond technology account for the growth of OSN
      • Key take-outs and implications: the sheer scale of online activity-especially through social networking sites-cannot be overlooked by marketers
    • INSIGHT: The continued growth of OSN and its commercial impact will depend on the future effects of potentially important inhibitors
      • The issues of trust and privacy have caused some concern among consumers
      • Internet advertising is considered to be less trustworthy than other forms of advertising
      • Mixed evidence surrounds consumer trust in using social media for information about companies
      • Consumers are easily bored and are always on the lookout for new forms of entertainment
      • A backlash against the superficiality of virtual connectivity is a distinct possibility
      • There is a growing wariness about the commercial influence of social networking sites
      • Day-to-day usage may decline as tighter controls are implemented by employers
      • Key take-outs and implications: social media also presents commercial challenges
    • INSIGHT: Online networks are proving popular with a broad range of socio-demographics
      • There are some notable socio-demographic and cultural variances in OSN usage
      • Cultural and geographic differences dictate OSN site preferences
      • Key take-outs and implications: effective marketing based around social media must account for socio-demographic variances
  • ACTION POINTS
    • ACTION: Consider using pre-existing online communities as a medium for expanding brand exposure and sales
      • Look for opportunities to develop branded applications for social networking sites
      • Use online networks as a new distribution channel to build actual product sales
      • Target a social network for which usage is skewed towards your target audience
      • Be selective: identify and leverage brands that consumers are passionate about
      • Use social media platforms to tell more detailed brand stories
    • ACTION: Use existing and newly created social networking communities to facilitate cost effective, yet targeted consumer research
      • Create positions in your marketing team to monitor brand conversations in social media
      • Establish ' closed' online communities that can feed into the market research process by encouraging brand conversation and ideas
      • Establish ' open' online communities that can feed into the market research process by encouraging brand conversation and ideas
      • Keep the content of branded social networks fun and varied
      • Ensure that canvassing online social networks does not become a replacement for traditional market research techniques
    • ACTION: Develop engaging content that easily can be shared virally online and that has high interactivity
      • Make content that leverages social media humorous
      • Ensure social media-aligned marketing content is simple, but with highly topical content
      • Encourage user-generated content and interaction to keep the consumer' s attention
      • Try to elicit actual product recommendations rather than just brand buzz
    • ACTION: Utilize multiple online touchpoints to maximize message exposure
      • Explore opportunities offered by virtual worlds
  • APPENDIX
    • Additional data
    • Definitions
    • Methodology
    • Further reading and references
    • Ask the analyst
    • Datamonitor consulting
    • Disclaimer
    • List of Tables
      • Table 1: Current and forecasted memberships of OSN sites in selected countries, 2007-12 (millions)
      • Table 2: The number of broadband internet subscribers in selected European and Asian countries and the US (millions), 2002-12
      • Table 3: Mobile phone ownership in selected European and Asian countries and the US (millions of units), 2001-06
    • List of Figures
      • Figure 1: Consumers' media orientations are changing, with participative and engaging social media becoming more important
      • Figure 2: OSN can be divided into four categories
      • Figure 3: Social, personal and technological drivers have contributed to OSN
      • Figure 4: Case study: Friends Reunited exemplifies how loyalty to social networking sites can be transient, especially in the absence of compelling, interactive content
      • Figure 5: Case study: Badoo has achieved rapid user growth via its anti-advertising approach
      • Figure 6: Case study: dedicated sites appealing to older users exemplify that online networks are proving popular with a broad range of socio-demographic groups
      • Figure 7: France and the US highlight how regional differences characterize OSN popularity
      • Figure 8: Social networking sites can help marketers to more effectively understand target consumers
      • Figure 9: Social networking sites can help marketers to more effectively understand target consumers
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