TRACKING THE CONSUMER IN THE AGE OF THE HASHTAG #CARAT #PANA

Transcription

1 TRACKING THE CONSUMER IN THE AGE OF THE HASHTAG #CARAT #PANA

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3 The Scope of CCS 3000 respondents Urban Rural sample years old 120+ brands in 17 categories 170 attitudinal statements

4 We ve all seen this. A LOT 120% 100% New media! 80% 60% 40% 20% 0% Magazine Newspaper Internet Radio TV

5 WHAT DOES DIGITAL MARKETING MEAN? Not this

6 Reaching your target through the digital devices they are glued to, providing an experience that is timely and relevant to them

7 websites Podcasts youtube brands mobile TV blogging gaming Technology owed DEEP DIVE INTO DIGITAL IN CCS facebook bluetooth social networking digital TV attitudes downloading music ebay Online advertising internet access search Mobile phones SMS WAP purchasing google

8 LOW Levels Of Digital Social Behaviour HIGH Levels Of Digital Social Behaviour Neither create or consume online social media Consume online content but noninteractive Interact with others via networks, gaming or sharing Offer opinions and enter online discussions Create online content INACTIVES SPECTATORS CONNECTORS COMMENTATORS AUTHORS Authors Commentators Connectors Specators Inactives 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% Source: CCS Philippines 2012 Benchmark

9 We take a look at the relatively new, but rapidly multiplying, life form called the netizen PORTRAIT Population M Online 21M Up from 16M Online A LOT 4.5M

10 QUICK LOOK AT WHO S ONLINE A LOT 60% male 64% are 15 to 25 years old 15% ABC1, i270 35% C2, i228 41% D, i87 35% are parents

11 WHO IS YOUR ONLINE TARGET?

12 Bakit may number sign? (It s a generation thing)

13 SO BACK TO TRACKING IN THE AGE OF THE HASHTAG. THINGS TO KEEP IN MIND #KEEPITSIMPLE

14 1. THEY WANT TO BE TRACKED

15 They are very public and love sharing their opinion

16 They need to belong More than half (55%) are always concerned what others think about them. Only 25% will disagree that they want to be popular. There is an overindex (111) of those who say they want to be popular 67% want others to approve of the brands they buy 54% say they have more friends than most 81% like sharing their everyday adventures with friends and family

17 2. TALK TO THEIR ONLINE PERSONALITIES

18 THE INTERNET IS CLOSING IN 63% say their online identities are very important 13% 46% prefer to talk to people online than in person 7% 70% have online friends they never met online 4%

19 There is a different communication register online But, but...sylvia Plath is dead!

20 3. ONLINE IDENTITIES MAKE THEM FEEL FREE/SMART

21 65% say it s important to stand out as an individual 63% consider themselves creative

22 THE INTERNET IS FAR BIGGER THAN WE THINK 43% of the internet is in English or 28% of users Internet penetration in Asia is around 27% but there are 1 billion users (source: internetworldstats.com 2011)

23 Less than half (around 40%) know trends before friends

24 THE CONCEPT OF THE VIRTUAL IMPRINT

25 PRINCIPLE #1: PEOPLE ARE MORE INTERESTING AND GOOD-LOOKING ONLINE What they officially want people to see What they still want people to see

26 What they re really like

27 PRINCIPLE #2 PEOPLE WANT TO BE VALIDATED ONLINE

28 PRINCIPLE #3. THE INTERNET ACTS AS AN ECHO CHAMBER

29 Preferential Attachment Process: those who have get more There is actually a science behind why the rich get richer Source: technosociology.org

30 WHAT DOES VIRTUAL IMPRINT HAVE TO DO WITH TRACKING THE CONSUMER?

31 They will tend to support things that are already popular

32 They will gravitate towards communications, actions, behavior that will increase their Virtual Impact.

33 The top hashtags for Instagram show that daring isn t really the in thing

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35 If you build it, they will come

36 5 POINTERS FOR MAKING A GOOD HASHTAG (ACCORDING THE GUYS FROM TWITTER) #SABINILA #HOWTO

37 1. Be obvious. In the digital age of speed, time is not a widely held resource #missworld #newcarsmell #walangpasok #beautifulhairnow #needtosave Use the name of your event, your brand, your proposition, your tagline #anggandako

38 2. Create a hashtag that people can respond to #neveragain #tomorrowiwill #mygreatloves #asksirchief They can fill in the blanks, continue the sentence, answer a question, ask a question,

39 3. Sound like your audience which means, listen. #yolo #ftw #anyare #fml Sometimes spelling rules can be broken. Use the words they re using #rakenroll #apir

40 4. Don t get carried away. Unless you re trying to be funny #ohmygodthissunsetissobeautiful #ilovemyfamilysomuchimsohappy #sinokumainngtinapayko You want to be shared and remembered, remember? #hindipoakobulag #discombobulating

41 5. Hashtags are meant to be spread, it s the age of media convergence Don t be afraid to use your other media efforts to support your hashtag

42 THANK YOU #TULOGNA #INOMMUNA #BALIKPAOFFICE

43 We d be happy to work with you on any consumer insighting, digital, or media projects

44 CARAT REDEFINING MEDIA April Yap Consumer Insights Director