The night was a great success, with three presentations exploring the picture in Asia and what the rise in social involvement means for the changing marketing communications landscape.

A number of clear trends emerged:

1. Asia is leading the way in consumer publishing and sharing in external open environments. This is clearly the case with blogging, with China, South Korea, India and Japan all making up the leading markets. Asian consumers are also starting to dominate in other platforms, such as Social Networking usage where India now leads Brazil in active involvement.

2. Thanks to their massive internet populations, Asia dominates the social ecosystem in certain platforms. China is the most obvious example; we estimate that there are around 88m bloggers in China out of a global population of 240m

3. Forget the hype, Twitter and microblogging in general are still niche activities in Asia, although micro-blogging is growing in China thanks to a number of local players. As with elsewhere in the world, the users most likely to use Twitter work in IT or Advertising and Marketing! Also traditional platforms like forums or message boards are still the most active social platforms, even succeeding social networks in active usage.

4. Asian web users are extremely open to brand involvement online, both through advertising channels and also social media activities. They are also actively talking about brands.

That is just a few hi-lights, please find the full presentations below:

Presentation 1: Global Social Media Trends – Asia Impact. Tom Smith, Trendstream

Presentation 2: What does it mean for your brand. Jenny Armshaw-Heak, Lightspeed Research

The night was a great success, with three presentations exploring the picture in Asia and what the rise in social involvement means for the changing marketing communications landscape.

A number of clear trends emerged from the presentations:

1. Asia is leading the way in consumer publishing and sharing in external open environments. This is clearly the case with blogging, with China, South Korea, India and Japan all making up the leading markets. Asian consumers are also starting to dominate in other platforms, such as Social Networking usage where India now leads Brazil in active involvement.

2. Thanks to the massive internet populations, Asia dominates the social ecosystem in certain platforms. China is the most obvious example; we estimate that there are around 88m bloggers in China out of a global population of 240m

3. Forget the hype, Twitter and microblogging in general are still niche activities in Asia, although Micro-blogging is growing in China thanks to a number of local players. As with elsewhere in the world, the users most likely to use Twitter work in IT or Advertising and Marketing! Also traditional platforms like Forums or message boards are still the most active social platforms, even succeeding social networks in active usage.

4. Asian web users are extremely open to brand involvement online, both through advertising channels and also social media activities. They are also actively talking about brands.

Thats just a few hi-lights, please find the full presentations below:

Presentation 1: Global Social Media Trends – Asia Impact. Tom Smith, Trendstream

Presentation 2: What does it mean for your brand. Jenny Armshaw-Heak, Lightspeed Research

The night was a great success, with three presentations exploring the picture in Asia and what the rise in social involvement means for the changing marketing communications landscape.

A number of clear trends emerged from the presentations:

1. Asia is leading the way in consumer publishing and sharing in external open environments. This is clearly the case with blogging, with China, South Korea, India and Japan all making up the leading markets. Asian consumers are also starting to dominate in other platforms, such as Social Networking usage where India now leads Brazil in active involvement.

2. Thanks to the massive internet populations, Asia dominates the social ecosystem in certain platforms. China is the most obvious example; we estimate that there are around 88m bloggers in China out of a global population of 240m

3. Forget the hype, Twitter and microblogging in general are still niche activities in Asia, although Micro-blogging is growing in China thanks to a number of local players. As with elsewhere in the world, the users most likely to use Twitter work in IT or Advertising and Marketing! Also traditional platforms like Forums or message boards are still the most active social platforms, even succeeding social networks in active usage.

4. Asian web users are extremely open to brand involvement online, both through advertising channels and also social media activities. They are also actively talking about brands.

Thats just a few hi-lights, please find the full presentations below:

Presentation 1: Global Social Media Trends – Asia Impact. Tom Smith, Trendstream

Presentation 2: What does it mean for your brand. Jenny Armshaw-Heak, Lightspeed Research

The night was a great success, with three presentations exploring the picture in Asia and what the rise in social involvement means for the changing marketing communications landscape.

A number of clear trends emerged from the presentations:

1. Asia is leading the way in consumer publishing and sharing in external open environments. This is clearly the case with blogging, with China, South Korea, India and Japan all making up the leading markets. Asian consumers are also starting to dominate in other platforms, such as Social Networking usage where India now leads Brazil in active involvement.

2. Thanks to the massive internet populations, Asia dominates the social ecosystem in certain platforms. China is the most obvious example; we estimate that there are around 88m bloggers in China out of a global population of 240m

3. Forget the hype, Twitter and microblogging in general are still niche activities in Asia, although Micro-blogging is growing in China thanks to a number of local players. As with elsewhere in the world, the users most likely to use Twitter work in IT or Advertising and Marketing! Also traditional platforms like Forums or message boards are still the most active social platforms, even succeeding social networks in active usage.

4. Asian web users are extremely open to brand involvement online, both through advertising channels and also social media activities. They are also actively talking about brands.

Thats just a few hi-lights, please find the full presentations below:

Presentation 1: Global Social Media Trends – Asia Impact. Tom Smith, Trendstream

Presentation 2: What does it mean for your brand. Jenny Armshaw-Heak, Lightspeed Research

Three presentations will highlight key trends from wave 2 of the data around the rise of social media in Asia, the impact for brands, and the future of digital.

The event is free of charge but you will need to register here http://advertising.microsoft.com/asia/GWI

To download the full size version fit for print, click here

An interactive version is coming soon that will allow you to create an audience segment and understand their web involvement by country.

Just a few of the big trends that are evident:

• The social web is mass market: Hundreds of millions of web users are creating and sharing content every month
• The massive impact of China: The vast Internet population coupled with hugely socially active set of web users, makes for a massive volume of content creators. However due to the inward looking nature of Chinas internet economy combined with the language mean that this volume of content does not impact the broader Internet
• Low engagement in Japan: We also associate Japan with technology innovation, and actual while you might not think it, the low engagement is indicative of progress. Why? Our map shows PC activity and we know from this research that a huge number of Japanese users are bypassing PC altogether and using mobile devices to access social platforms and create and share content. Just over 34% of social network users only accessed through mobile in the month of the research, this is compared to 3% in the UK, a staggering indication of where the future is heading.
• The low level of microblog engagement: Despite the Twitter hype, microblogging is still not a mass social activity and nowhere near the size and scale of blogging.

We also have a nice wall chart version, with a 2010 calendar. For your copy send us an email to: globalwebindex@trendstream.net

Iab Social Media Research October 22nd 2010

View more documents from Tom Smith.

As well as looking at the current picture through the data, the presentation looked at three big future trends that make involvement today a must to evolve for a tomorrow where the social ecosystem impacts every purchase decision made:

The first big trend is that the passive impact of social media is bigger than the active one. By passive we mean the exposure and aggregation of opinions, reviews, ratings and recommendations to impact every web user, regardless of their personal social media involvement. In the short term this is through search; already in 2009, 85% have “searched last month” for information about specific products and 49% for “product recommendations”.  Increasingly these searches are dominated by consumer generated reviews or recommendations. Just try searching for a brand or specific product and you can see this impact. As the volume of consumer content continues to outpace professional, this trend will only increase.

Ultimately this means that consumers will increasingly define the first perception of a brand. In the future this will be dictated by social data being overlaid onto mobile devices through Social Augmented Reality, meaning every consumer getting geo relevant recommendations from their immediate network, distant network and people like them. Social will impact every decision we make.

The next big trends is that we increasingly consume content and information based on the consumer network of recommendation and consumer meta data rather than a professionally dictated decision. A consumer recommendation was the top ranked factor for consumers choosing music or videos. For news it was narrowly behind ‘professional’, ‘from a site I know’ and unsurprisingly along way behind ‘it’s recent’.

The future of content will not necessarily be ‘consumer’ created or ‘professionally’ created; it will however be dictated and controlled by the social environment. Take for example your current television service; the likelihood is that you access it via an Electronic Programme Guide. In ten years this EPG will have recommendations from consumers, top viewed programmes and programming tagged with key words. Viewing will be unpredictable and consumer driven. This will also happen with e-readers in the next 10-20 years, meaning that the “social” will eventually impact all aspects of media.

The last big trend we explored was how our digital networks are much now bigger than our face to face ones, for example in the US, the average face to face network is 21.4 and a Social Network one is 49.3. This changes the nature of our social groups and influences to include people we would have lost touch with, distant friends and people complete unknown to us in real life. This is a first in human history and has a significant impact by familiarising us with strangers and broad networks. This is important as we begin to build trust with other consumers and make big decisions based on what they say and we place less emphasis on what the traditional pillars of society say.

The first big trend is that the passive impact of social media is bigger than the active one. By passive we mean the exposure and aggregation of opinions, reviews, ratings and recommendations to impact every web user, regardless of their personal social media involvement. In the short term this is through search; already in 2009, 85% have “searched last month” for information about specific products and 49% for “product recommendations”. Increasingly these searches are dominated by consumer generated reviews or recommendations. Just try searching for a brand or specific product and you can see this impact. As the volume of consumer content continues to outpace professional, this trend will only increase.

Ultimately this means that consumers will increasingly define the first perception of a brand. In the future this will be dictated by social data being overlaid onto mobile devices through Social Augmented Reality, meaning every consumer getting geo relevant recommendations from their immediate network, distant network and people like them. Social will impact every decision we make.

The next big trends is that we increasingly consume content and information based on the consumer network of recommendation and consumer meta data rather than a professionally dictated decision. A consumer recommendation was the top ranked factor for consumers choosing music or videos. For news it was narrowly behind ‘professional’, ‘from a site I know’ and unsurprisingly along way behind ‘it’s recent’.

The future of content will not necessarily be ‘consumer’ created or ‘professionally’ created; it will however be dictated and controlled by the social environment. Take for example your current television service; the likelihood is that you access it via an Electronic Programme Guide. In ten years this EPG will have recommendations from consumers, top viewed programmes and programming tagged with key words. Viewing will be unpredictable and consumer driven. This will also happen with e-readers in the next 10-20 years, meaning that the “social” will eventually impact all aspects of media.

The last big trend we explored was how our digital networks are much now bigger than our face to face ones, for example in the US, the average face to face network is 21.4 and a Social Network one is 49.3. This changes the nature of our social groups and influences to include people we would have lost touch with, distant friends and people complete unknown to us in real life. This is a first in human history and has a significant impact by familiarising us with strangers and broad networks. This is important as we begin to build trust with other consumers and make big decisions based on what they say and we place less emphasis on what the traditional pillars of society say.

Iab Social Media Research October 22nd 2010

View more documents from Tom Smith.

The three trend presentations from last night can be found below, so feel free to circulate. The first from the founder of Trendstream and project leader, Tom Smith, looked at the main trends in Social Media behaviour, reasons behind them, and some big impacts on communications, our influences and content. The second from Julian Smith, Group Director Analytics and Insight, at Mediaedge:cia, explored the Active Participants, people who are actively creating content online and influencing large numbers of consumers on and offline. The third presentation from Anita Caras, Head of Research EMEA at Microsoft Advertising explored the new role for brands, how brands should act in Social Media, and in-particular the need for brands to give consumers more than just static advertising.

Global Web Index Future Web 23rd Of September Final

View more documents from Tom Smith.

Who are the Active Participants

View more documents from Tom Smith.

Future Web, Global Web Index 23rd September 2009. The New Role For Brands

View more documents from Tom Smith.

The night was a great success and we plant to do another one soon. If you found the research interesting and you would like to trial the system and take a firsthand look at the data, please get in touch with the team at globalwebindex@trendstream.net to arrange a demonstration.

Our first event was macro focused, however we also collect brand data for a large number of consumer and web brands. This allows us to identify advocates online, establish the digital life of customers and non customers and quantify the role for your brand in social media and online advertising. To see examples of how this data can define the role for your brand in social media and drive your business online please get in touch.

We have data globally on the following brands. If your brand is not here, contact the team to add it to the next wave of the survey, but be quick as the next round of research closes for additions by October the 16th.

Beverage

Coca-cola

Pepsi

Red Bull

Evian

Alcoholic Beverage

MillerCoors

Smirnoff

Guinness

Bacardi

Budweiser

Asahi

Corona

Stella Artois

Jack Daniels

Absolut

Heineken

Carlsberg

Technology

Haier

Canon

Sony

Panasonic

Lenovo

IBM

Apple

Phillips

Toshiba

Microsoft

HP

Intel

Dell

Fashion / Retail

Home Depot

IKEA

Levis

Gap

Nike

Adidas

Puma

Reebok

Li Ning

Finance

HSBC

ING

Bank of America

Bank of China

China Construction Bank

MasterCard

American Express

Visa

Casual Dining

KFC

Pizza Hut

Burger King

McDonalds

Starbucks

Wendy’s

Subway

Domino’s Pizza

Hungry Jacks

Automobiles

Renault

Nissan

Toyota

Chrysler

Vauxhall

Opel

GM

Holden

Ford

Peugeot

Hyundai

Honda

Audi

Kia

BMW

Land Rover

VW

Jaguar

Citroen

Mercedes

Fiat

Seat

Mobile

Samsung

Motorola

Sony Ericsson

Nokia

Blackberry

iPhone

LG

HTC

Gaming

Xbox

Wii

PS3

PSP

DS

Web

MSN

Bing

Windows Live

Yahoo Mail

Yahoo

AOL Search

AOL

Windows Live Hotmail

BBC.co.uk / BBC.com

Bebo

Hi5

LinkedIn

Twitter

Ask.com

MSN Hotmail

Baidu

Google

Yahoo search

Gmail

YouTube

Itunes

Imageshack

Monster

Google maps

Facebook

Netlog

Cyworld

Viadeo

Yahoo Video

Flickr

Tudou

Blogger.com

Google Earth

MySpace

Skyrock

Tripadvisor

Windows Live Spaces

Google Video

Photobucket

Amazon

Microsoft office online

Multimap

Friendster

Orkut

Mixi

QQ

Fotolog

Ebay

Picasa

Windows Live Earth

Wikipedia

Windows Live Messenger

Windows Live maps

AIM

Google Talk

Yahoo Messenger

Skype

Rakuten

Tuenti

Yandex

libero

Orange

studivz

Sonico

vkontakte

Odnoklassniki

rambler

Naver

Daum

iPlayer

Hulu