Fresh market research findings that pack a punch.
 

August 2008


Is social media a marketing dream?


Assuming you have determined that many of your target market are, indeed, social networkers and you know where they can be found, is it worth getting your brand online? Synovate's global head of media research, Steve Garton, says an emphatic 'yes', but do it quietly...

"These strategies work best when the brand listens to social networkers, insinuating the product or service into lots of quiet conversations. One example is BMW on Facebook, where people can drive the car themselves and invite their friends... virtually of course.

"Brands do not want to be overt here."

We asked social networkers around the world whether they noticed site sponsors, advertisements and interactive profile pages. The results were encouraging.

Overall, 53% of social networkers notice site sponsors. In good news for the sponsors, these seem to have the greatest impact in the US (where 66% notice), Serbia (65%) and Russia and Germany (both 64%). Bob Michaels says: "Americans go straight to the web when looking for information about products and services. When they do, they like to know which companies and organisations are associated with the site so they can judge if the information they are viewing is credible."

In addition, two thirds of site members notice advertisements for products. They are most noticed in Indonesia (86%), Poland (83%) and South Africa and Germany (both 80%). They are least noticed in the Netherlands (52%), Taiwan (49%) and France (40%).

Thirty-one percent of social networkers notice interactive profile pages featuring brands, but 26% say they don't know whether they do or not, so these results are a little more opaque. These pages are most likely to be noticed in Serbia (69%) and Indonesia (61%). Robby Susatyo of Indonesia says: "This makes sense given that so many people in Indonesia are 'brand-minded'. They aspire to owning goods with an internationally-reputed brand."


Back to front page



> Let's start at the very beginning... (it's a very good place to start)

> Who's in the in-crowd?

> Sites of choice

> Privacy and predators

> Poking around social media attitudes





 
CURIOSITIES

More than half the social networkers surveyed agreed that people's language skills are deteriorating as a result of online social networking. (Huh? Wot do u mean?)

Thirty seven percent of all people from the UAE, 35% of South Africans and 29% of Taiwanese agreed that they had more friends online than they have in the 'real' world.

Seventy-eight percent of social networkers agree that people are better off doing outdoor activities than spending time in front of a computer. The Central and Eastern European markets were the most passionate about people getting off the PC and into the great outdoors with 99% of Polish site members agreeing with the statement, followed by Serbia (96%) and Russia (94%).

Social networkers in Indonesia and France are the least likely to be losing interest in the activity (82% and 79% are going strong respectively).



BACK ISSUES

Is 'green' the new black?

Global survey: What would you do to be beautiful?

Global healthcare survey looks at patient power

Young Asians fit 38 hours of activities into one day (but still manage eight hours sleep!)

Cents and sensibility: Global attitudes to cash

Revealing consumers' jeans joys and denim blues...

Three obvious facts about the world's emerging markets (and the less obvious... what they really mean for your brand)

Fast food addiction, obesity and other weighty issues

The Olympic Games... Greatest show on earth or five-ringed circus?

Democracy doesn't always get the vote

Smokers and non-smokers agree: Bans are okay in public places

More...


 
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Thank you for reading Synovate In:fact. This issue of In:fact was based on information gathered from a ViewsNet online survey and a Global Omnibus survey. As a global, full-service market research provider, Synovate is well-positioned to conduct online, telephone and in-person research on a local, regional or global basis. We believe in our subscribers' privacy rights. The data you provide us will not be shared with third parties.