Integrating the insights. The Social Consumer 13 (and the Best Social Brands in NL 2012) DVJ Insights Integrated Tracking

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1 Integrating the insights DVJ Insights Integrated Tracking The Social Consumer 13 (and the Best Social Brands in NL 2012) Hans van der Meulen NIMA Online Marketing Ronald Jansen DVJ Insights Marketing Information Event 2012

2 What the f?

3 NIMA Online Marke4ng The Case 2013

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5 5 Wat is jouw Klout score?

6 6 Klout score voor Pinterest

7 A/B testen rela4e websites A. Sea Captain Date This is the only place for sea captains top connect with men and women who share a love of the ocean. B. Magic Mates Welcome to the site where thousands of single magicians have learned to perform the most rewarding trick of pulling al soul mate out of their hats.

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9 A/B testen rela4e websites A. D&Da4ng.com Roll the 12 sided love dice on the worlds largest site for role playing singles. Find a match with a Charisma score as high as yours. B. Prison Hookup For convicts searching for love on the outside there s Prison Hookup. Crime put them in there, but love is going to bust them out.

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11 A/B testen rela4e websites A. Vampire Da4ng The number one place to meet single vampires on the web! Discover vampire women and men who are serious about finding Mr. Of Mrs. Right. B. Electric Introduc4ons Find the romanuc spark you re been looking for within our extensive database of licensed and eligible electricians.

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13 Twee belangrijke Ups: 1. Wij zijn NIET (al4jd) onze huidige en toekoms4ge klanten! Zijn ze online? Zo ja, waar dan? Wie zijn de online opinieleiders binnen deze doelgroep(en)? 2. Test, test, TEST! Fail fast, learn fast De kosten van online testen zijn bijna 0 (zeker bij owned media).

14 Integrating the insights DVJ Insights Integrated Tracking The Social Consumer 13 & The Best Social Brands in 2012 Marketing Information Event 2012

15 Brands drive: DVJ Insights MIE

16 16 Info tav Jupiler 8 november DVJ Insights MIE 2013

17 Real brands, real growth The Social Consumer Info tav Jupiler 8 november

18 BrandReality Mental Market Share MarketShare Product availability Brand presence Brand Associ auons DVJ Brand Growth Model Mark eung Bought Owned Path to Purchase Earn ed AcUon AdReality Non buyers Light buyers Medium buyers Heavy buyers CustomerReality Info tav Jupiler 8 november 2012 DVJ Insights MIE

19 Brand Presence & Social Media DVJ Insights BrandReality 2012 DVJ Insights MIE

20 The Social Consumer 2013, First Results

21 Gebruik social media 75% 83% jaar 96% 94% jaar 83% 87% Vrouwen 79% 85% Mannen 72% 82% Aantal dagen per week 7 7 Aantal minuten per dag Alleen privé doeleinden 80% 81% Privé en zakelijk 17% 17% Alleen zakelijk 3% 2% The Social Consumer Profiles in Nederland: Activiteiten Sociale netwerken (bijv. Facebook, LinkedIn) 90,2% 89,1% Communiceren/ discussieren (bijv. ebuddy, Skype) 34,9% 36,3% Delen (bijv. Flickr, Picasa, Slideshare, Youtube) 29,8% 30,8% Microbloggen (bijv. Twitter) 20,4% 23,2% Publiceren (bijv. Netlog, Wikipedia, Wordpress) 11,1% 12,7% Social gaming (bijv. Farmville en World of Warcraft) 9,2% 11,5% Virtuele werelden (bijv. Habbo en Secondlife) 1,7% 2,8% Social bookmarking (bijv. Digg en Del.icio.us) 0,7% 1,0% DVJ Insights MIE 2013

22 The Social Consumer 14,8% van de Nederlanders volgt merken via social media En ze volgen gemiddeld 7,9 merken 2012: 11,4% van de Nederlanders volgt merken via social media. Men volgt in 2012 gemiddeld 6,2 merken. DVJ Insights MIE 2013

23 Aantal genoemde merken The Social Consumer 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 14% 10% 8% 10% 10% 12% 9% 8% 8% 7% 7% 7% 7% 6% 6% 4% 5% 6% 6% 8% 6% 5% 5% 2% 4% 4% 4% 4% 3% 3% 4% 3% 2% 0% 0% 0% 2% 1% N 2012=1,500 N 2013=1.724 The Social Consumer, Q1, 2013 DVJ Insights MIE 2013

24 Best Social Brands in % 90% 85,7% 80% 70% 69,6% 60% 50% 40% 30% 52,6% 50,0% 50,0% 40,0% 37,9% 37,5% 32,1% 31,6% 20% 10% 0% airlines biermarkt automotive energie uitzend/arbeidsmarkt medische verz. banken internet aanb. Telecom huish. App. KLM Heineken Volkswagen Eneco Randstad Mediq Rabobank Ziggo Vodafone Phillips DVJ Insights MIE 2013

25 Best Social Brands in % 90% 88% 80% 70% 60% 50% 40% 76% 74% 71% 65% 61% 57% 50% 41% 38% 30% 20% 10% 0% Airlines E commerce Biermarkt Energie Banken Electronica Energie Energie Banken Automotive DVJ Insights MIE 2013

26 39% 35% 15% Best Automo4ve: Social 38% 74% 24% Brands Biermarkt: 26% % 13% N=1.724 The Social Consumer, Q1, 2013 Retail: DVJ Insights MIE 2013

27 37% 30% 26% Best Internet Providers: Social Brands Airlines: 88% 8% 4% 22% 2012 Verzekeraars: 11% 11% N=1.724 The Social Consumer, Q1, 2013 DVJ Insights MIE 2013

28 The Social Consumer 13 free highlights report via insights.com! DVJ Insights MIE 2013

29 29 Waarom het bestuur ongerust is

30 Nog een belangrijke Up: Ken als professional het verschil tussen: 1. Owned (eigen) media zoals de bedrijfswebsite en (ecrm) systemen (investering in me s, interne samenwerking belangrijk, geen out of pocket kosten); 2. Bought/paid (betaalde) media waarbij er online geadverteerd wordt (geen me s, samenwerking met bureau s, hoge out of pocket kosten); 3. Earned (onbetaalde) media waarbij we met relevante content aandacht moeten verdienen (investering in me s, interne samenwerking van levensbelang, lage(re) out ofpocket kosten).

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32 Thank you! DVJ Insights Contact: Haarlemmerweg 319d LG Amsterdam