Relations publiques | Marketing Internet, E-Commerce, E-Communauté, Web 2.0

Rapport : La 3e vague des médias sociaux (social media) par Universal McCann

Geoffroi Garon, le 25 avril 2008 à 9:39 dans Blogue, Commerce électronique, Consommation, Marketing Internet, Média sociaux, Relations publiques, Statistiques, Stratégie, Technologie, Tendances, Web 2.0, Web social, Économie Web

Le rapport Power to the people - Social Media Tracker Wave 3 publié par Univeral McCann présente des statistiques sur l’utilisation des médias sociaux à travers le monde en 3 vagues soit septembre 2006, juillet 2007, mars 2008.

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Comportements des internautes actifs

Réseaux sociaux

Extraits :

“The trend in Wave 3 is the continued shift to uploading and sharing rich multi-media content and as with blogging, there is a big movement towards participation. We can also see real changes in how people consume content; they are now watching on demand in greater numbers than ever. This represents a real shift in media consumption from passive to personal control. As the internet becomes more central to living room media consumption, it will impact the way we consume television. In the short term it is commanding more of our time, fuelling duel media consumption in home (laptop with the TV on) and changing our relationship with media to one of being in control. ”

[...]

“ The key technologies that underpin the social media revolution continue their ascent. Social media is established everywhere there is an internet connection and it has to be considered for all advertisers, marketers and content producers as a core part of their communications. Social media has impacted every aspect of the internet and transformed the role it plays in our lives.

The social orientated internet is a massive opportunity for brands, advertisers and marketers if embraced properly. It enables a much more positive relationship with consumers where true benefits
are created.

Create

The future of marketing is about acting how you want to be perceived rather than talking about it. Social media gives you this possibility by creating experience.
Create branded content to be distributed across the global social media platforms. Consumers are doing it; well resourced brands have no excuse.
Develop widgets, applications, services and platforms that create a genuine consumer benefit and drive engagement. Provide consumers with tools to manage their personal brands online.
Be inventive in connecting with consumers. Integrate it with offlfine communications and use social media as link or as a story to communicate.

Participate

Move away from siloed brand sites: In a world of interlinked platforms and content, the stand alone brand site is not as engaging.
Think global; consumers are. Media consumption and social interaction are moving international, constrained by language not borders. Global brand identities, multi market campaigns and international structures are all essential.
Embrace social platforms as part of your communications mix; blogging platforms, social networks, video and photo sharing sites are where consumers spend most time and where the greatest opportunities for engagement exist.

Connect

Use social media to create a dialogue with consumers.
Track opinions in the blogosphere.
Exist inside Social Networks: Create profiles, develop networks to distribute content and employ advertising and sponsorship to drive engagement with consumers.
Allow consumers to interact with your brand: User generated advertising, branded blogs and ongoing feedback are expected. “

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Un excellent rapport qui nous permet de mettre en perspective plusieurs données et de les croisées avec d’autres, comme celles du Québec avec le Netendances 2007 du Cefrio.

Via Trendsspotting et @Jonny K.