Inline Communications Uk Presentation

COMMUNICATIONS
 Colin
Byrne,
CEO
Europe
 James
Warren,
Chief
Digital
Strategist,
Europe
 Weber
Shandwick
 London
|
16th
November
2009


Research


Process


INLINE
Profile


INLINE
Campaign
Builder


4,692
 European
consumers


Online
advocacy


most
 influen+al
 is
now
the


source
of
informaQon
 for
European
 consumers


40%




of
European
consumers
 oSen
don’t
believe
 what
they
read
online
 unQl
they’ve


checked
the
facts
 in
the
tradiQonal
 mainstream
media


European
consumers
under
the
age
of
35
are
 more
likely
to
find
newspapers
and
magazines
 influenQal
than
their
older
counterparts


•  35%
of
all
European
consumers
expressed
 interest
in
direct
social
network
interac;on
 with
brands


•  34%
didn’t


I am interested in interacting with my favourite brands through social Total Agree

networking websites (such as Facebook, MySpace, Bebo etc.)

Total

‐18%


UK

‐16%


‐24%


Germany

‐19%


‐22%


France

‐16%


35%

‐16%


24%


8%


32%

Italy

‐6%


‐13%


Strongly
agree


31%

10%


11%


‐12%


Somewhat
agree


21%


23%


‐9%


‐26%


35%

11%


‐16%


Spain

Belgium

25%


‐17%


Somewhat
disagree


31%


16%


34%


19%


16%


5%


47% 50% 24%

Strongly
disagree


Source:
Weber
Shandwick
Inline
CommunicaQons
Survey,
4,692
adults,
July
2009



I often don’t believe what I read in online user reviews, forums and social networking sites until I have checked the facts in the mainstream traditional media e.g. newspapers and magazines

Total

‐5%


UK

‐2%


Germany

‐6%


France

‐6%


Spain

‐6%


‐19%


31%


‐18%


‐16%


‐21%


‐23%


33%


43% 46%

7%


35%

28%


10%


37%

‐20%


30%


Belgium

‐6%


‐19%


30%


Source:
Weber
Shandwick
Inline
CommunicaQons
Survey,
4,692
adults,
July
2009



12%


40%

28%


‐4%


Strongly
agree


11%


34%


Italy

Somewhat
agree


10%


Total Agree

Somewhat
disagree


11%


6%


Strongly
disagree


40% 36%

AdverQsing
 9%


TV
or
radio
programmes
 9%


Brand
website
 11%


Online
advocacy
 26%


Your Story

Magazine
or
newspaper
 arQcles
 12%


Friends
and
family
 20%


Shop
staff
 13%


Source:
Weber
Shandwick
Inline
CommunicaQons
Survey,
4,692
adults,
July
2009



AdverQsing
 10%


Online
advocacy
 26%


Shop
staff
 10%


Brand
website
 11%


Your Story

Friends
and
family
 20%
 TV
or
radio
programmes
 11%
 Magazine
or
newspaper
 arQcles
 12%


Source:
Weber
Shandwick
Inline
CommunicaQons
Survey,
1,021
UK
consumers,
18+,
July
2009



To what extent do you agree or disagree with the following statements? Please select one answer per statement

I am interested in interacting with my favourite brands through social networking websites (such as Facebook, MySpace, Bebo etc.)

‐24%


I often don’t believe what I read in online user reviews, forums and social networking sites until I have checked the facts in the mainstream traditional media e.g. newspapers and magazines

Somewhat
agree


‐19%


‐2%


Strongly
agree


Total Agree

21%


‐18%


33%


Somewhat
disagree


10%


31%

11%


43%

Strongly
disagree


Source:
Weber
Shandwick
Inline
CommunicaQons
Survey,
1,021
UK
consumers,
18+,
July
2009



• 

The
INLINE
profiles
for
men
and
women
in
the
UK
are
almost
idenQcal


• 

Those
aged
55+
are
least
likely
to
find
company
websites
at
least
somewhat
 influenQal
(23%
vs.
40%)


• 

Those
with
children
are
more
likely
than
those
without
to
find
any
of
the
listed
 sources
of
informaQon
at
least
somewhat
influenQal
 –  They
are
also
more
likely
to
agree
that
(45%
vs.
22%)
that
they
are
interested
in
 interacQng
with
their
favourite
brands
through
social
networking
websites


• 

Those
respondents
aged
18‐34
are
more
likely
than
those
over
45
to
deem
the
 following
channels
as
at
least
somewhat
influenQal:
 –  –  –  – 

• 

RecommendaQon
from
friends
and
family
(81%
vs.
50%)
 Magazine
or
newspaper
arQcles
(50%
vs.
34%)
 TV
or
radio
programmes
(49%
vs.
29%)
 AdverQsing
on
TV,
magazines,
newspapers,
billboards
or
online
(45%
vs.
16%)


They
are
also
more
likely
to
be
interested
in
interacQng
with
their
favourite
brands
 through
social
networking
websites
(46%
vs.
21%)


18‐34


45+


Shop
staff
 10%
 Online
advocacy
 25%


Brand
website
 11%


TV
or
radio
 programmes
 10%


AdverQsing
 7%
 Online
advocacy
 27%


Shop
staff
 11%
 AdverQsing
 11%


TV
or
radio
 programmes
 12%


Magazine
or
 newspaper
 arQcles
 12%


Friends
and
 family
 19%


Brand
website
 12%


Magazine
or
 newspaper
 arQcles
 12%


Friends
and
 family
 21%


Social
media
 5%
 Company
corporate
 informaQon
 7%


Experts
in
policy
areas
 14%


Industry
bodies
 8%
 Colleagues
 14%
 Specialist
EU‐focused
media
 8%


Your Story

Think
Tanks
 9%


NaQonal
print
media
 13%


NGOs
 10%


Broadcast
media
 12%


Industry associations

Blog communities

Customer service

Journalists

Discussion forums

Micromedia

Virtual worlds Social networks Niche networks

Analysts

1

4

Academia Blog platforms

Conversations

Community

Shop staff

Groups

Blogs

Your Story Video

Wikis

Widgets

Search Tagging Events

Connect

3

2

Lifestreams Social bookmarks

Audio Music Press releases

Location Documents

Comment and reputation Pictures Crowd-sourced

Livecasting

Content

Slideshows White papers

People Mobile

•  INLINE
CommunicaQons
mirrors
influence
paherns
 •  The
‘tradiQonal’
media
is
incredibly
important

 •  You
need
to
tell
a
consistent
story
in
appropriate
 propor;ons
across
the
different
channels
your
 audience
is
influenced
through


•  Get
in
touch
to
get
INLINE
 •  [email protected]


Image
credits
 • 

hhp://www.flickr.com/photos/tylerburrus/3767492355/


•  •  • 

hhp://www.theconversaQonprism.com/
 hhp://informaQonarchitects.jp/web‐trend‐map‐3‐get‐it/
 hhp://www.oxyweb.co.uk/blog/socialnetworkmapoSheworld.php


• 

Thanks
and
apologies,
can’t
find
credits
for
the
storytelling
or
newspaper
 images
–
if
they’re
yours,
let
me
know
and
I’ll
credit
you
immediately


• 

Thanks!

James
Warren
jwarren
[at]
webershandwick
[dot]
com