Tutka

Facebook Marketing in Finland 2012

• To rank among the top 50 pages in Finland, you need 100,000 fans.
• Facebook pages in Finland are most active at 10 a.m. and 8 p.m. local time.
• Men are less active on Facebook than women are, and the more a page tries to engage them, the lower their activity levels drop

100 Things to Watch in 2012

Facial Recognition Fury, Fat Taxes, Remaking “Made in China”—just a few items from our annual list of 100 Things to Watch for the year ahead.

It’s a wide-ranging compilation that in part reflects broader economic, environmental, technological and social developments we’ve been tracking. As always, technology has a prominent presence: Among other things, the list spotlights the rise of LCD art, growing concerns over cloud and mobile security, the much-anticipated Facebook IPO, and interactive screens infiltrating our retail and restaurant experiences. The list also includes noteworthy events on the calendar, people to keep an eye on, and things to watch in marketing, retailing, travel, food and sustainability.

100 Things to Watch 2012 (JWT)

Friends & Frenemies: Why We Add and Remove Facebook Friends

New research reveals that there are innumerable factors that help Facebook users decide to add a friend or cull someone from the fold, though knowing someone in real life is the top reason cited for friend-ing someone (82%) and offensive comments are the main reason someone gets the boot (55%).

Research suggests that real world interactions drive online friendships. Meanwhile, sales-oriented and depressing comments help drive friend removals. Facebook etiquette also plays a role, with updating too often, too little or having too many friends a consideration for some Facebook users.

Social media activity also plays a role in these decisions, as research indicates that men are more likely to use social media for careers/networking and dating – while women use social media for a creative outlet, to get coupons/promos or to give positive feedback. More men add friends based on business networks or physical attractiveness and women are more likely to friend based on knowing someone in real life or remove them due to offensive comments.

NM Incite, State of Social Media Survey (April 2011). NM Incite’s ‘State of Social Media Survey’ is based on a representative sample of 1,865 adult (18+) social media users who were recruited from the Nielsen Online Panel to take an online survey. “Social media user” is defined as participating, talking, and networking online through various platforms to share information and resources. This includes Internet forums, blogs, Facebook, Twitter, video sharing, consumer rating and other social networking websites. The survey fielded from March 31 to April 14th

10 Trends for 2012 in 2 minutes

 

The World of Social Media 2011

Did you know that in the world there are more Facebook users than motor vehicles? And that the great majority of tweets are only 40 characters long? Oh yes, and watch out 60% of people admits using mobile phones while going to the bathroom.

 

Digital Life around the world (and also in Finland!)

Digital Life provides recommendations on how to use digital channels to grow your business through a precise understanding of human behaviours and attitudes online.

Based on conversations with over 72,000 people in 60 countries, Digital Life’s size, scale and detail make it the most comprehensive view of consumer attitudes and behaviour online, on a global and local level.

Across countries and product categories, Digital Life pinpoints the range of growth opportunities available to brands in the online world.

Digital Life applies TNS’s long-established expertise and deep consumer understanding to develop insights and address the key questions that inform marketing investment:

• How can I use digital channels to help grow my business?
• Who can I reach through digital platforms?
• How do I build my brand through engagement with new and existing consumers online?
• How do I identify and cultivate brand advocates online?
• How do I target potential customers online?

Digital Life also introduces the Digital Growth Index, a single number score defining the opportunity across product categories and countries for growth through digital channels, and showing the diversity of opportunities available in the online world.

 

www.tnsdigitallife.com

Social good: The end of goodwashing

With leaders of multinational organizations embracing socially responsible practices as good business strategy, nonprofits taking a page from the for-profit playbook to drive results and a socially conscious generation coming of age, we’re seeing new energy and increasingly innovative initiatives in the area of social good.

• The End of Goodwashing: Cynical and savvy, today’s consumers expect greater accountability from nonprofits as well as brands involved in cause marketing—e.g., exactly where the money is going and what impact it’s having. More transparency will mean more focus on effecting real change and less “goodwashing.”

• The Rise of Shared Value: Rather than simply doling out checks to good causes, some corporations are starting to shift their business models, integrating social issues into their core strategies. The aim is to create shared value, a concept that reflects the growing belief that generating a profit and achieving social progress are not mutually exclusive goals. By reconsidering products and target demographics, forging partnerships with local groups and improving productivity in the value chain, companies can become a force for positive change while enhancing their long-term competitiveness.

• Creative Urban Renewal: Human environments will become increasingly important as the global population becomes more urbanized over the next few decades and cities boom. Brands will become key partners in enabling creative strategies for urban renewal—improving local environments, adding beauty or helping to bring communities together.

• Ripping a Page From the For-Profit Playbook: Nonprofit organizations are increasingly adopting for-profit tactics, fusing social consciousness with business acumen and focusing on achieving visible change. The shift from blanket or black-hole benevolence to targeted giving and venture philanthropy places more emphasis on cause and effect, measurable results and return on investment.

The four macro trends represent the driving forces in social good today. 

SocialGood_JWT_TrendReport_Sep2011

(PDF, 14 Mb)

Lähde: JWT Trend Report 9/2011

The next decade of digital music

In the next decade of digital music, we’ll be accessing, discovering and sharing music in new ways. It’s all about the ability to listen to your own archives and just about anything else wherever you are—we’re becoming our own music hub, limited by neither physical nor digital storage space nor tethered to any particular hardware. It’s a major change, one that’s evolving just as listening gets suddenly more social, from Turntable.fm’s rooms of bobbing avatars to Facebook’s real-time peeks into what friends are listening to. Everyone’s an influencer, just in time to help narrow our options amid infinite selections.

As elsewhere, audiences have shifted from passive to engaged, and they increasingly expect options for personalization and even collaboration. Innovative artists are responding, with new ideas about how to create and package their music and manage and market themselves. Investors, meanwhile, are excited about new ideas in this space, injecting more than $400 million into music startups in the first eight months of 2011, according to Digital Music News.

JWT_TrendReport_ThingstoWatchMusicEdition_SEP2011 (PDF, 6,5 Mb)

Lähde: JWT Trend Report 10/2011

Web and Apps Usage on Smartphones

Adage conducted a study on smartphone web and apps usage in August 2011. The study concentrated on four themes:
•Multidevice usage of web services
•Mobile Internet in web and apps
•Apps usage and motivations
•Smartphone addiction

Adage found that
•Smartphone usage affects the overall Internet usage - usage patterns change and services are used with different devices in different contexts.
•Apps best serve frequent usage but most services are used on browser.
•Continuous smartphone usage is found somewhat disturbing.

Web_and_Apps_Usage_on_Smartphones_14112011 (PDF, 1,3 Mb)

Lähde: Adage 10/2011

Tablet Checklist

For marketers, it’s been a scramble to get a handle on how consumers are using
tablets and how best to reach them through this portal.
• Indeed, tablets are used quite differently than either PCs or smartphones.
• The focus tends to be on leisure—gaming, shopping, reading, watching video and
emailing. Tablet consumers tend to be less interested in getting things done than in
having some fun. How can brands be a part of that experience? This report aims to deliver actionable
recommendations for marketers, with case studies that help illustrate these ideas.

TabletChecklist_JWT_TrendReport_Aug2011 (PDF 14 Mb)

(Lähde: JWT 8/2011)