3ο Digital Session Social Media Reloaded: The new fundamentals

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1 3ο Digital Session Social Media Reloaded: The new fundamentals 18/10/2016

2 Social Media Outlook Social Media Reloaded: The new fundamentals

3 3 SOCIAL MEDIA PLATFORMS

4 OTE COSMOTE Graduate Trainee Program September 2016 ~64% (~ 4,5 bn) Proper Sanitation Source: WeAreSocial Singapore Report (Global Web Index (GWI), Q ~81% (~ 6 bn) Αccess to Mobile Phones

5 SHARE OF WEB TRAFFIC BY DEVICE - 21% Tablets; 5,0% - 10% Other devices; 0,1% Mobile Phones; 39% Laptops & Desktops; 56% +21% - 9% SHARE OF WEB TRAFFIC BY DEVICE Source: StatCounter, WeAreSocial Singapore Report (Global Web Index (GWI), Q1 2016

6 MOBILE SHARE OF WEB TRAFFIC 38,6% 33,4% 28,9% 17,0% 10,9% 0,7% 2,9% 6,1% PERCENTAGE OF ALL GLOBAL WEB PAGES SERVED TO MOBILE PHONES IN JANUARY OF EACH YEAR Source: WeAreSocial Singapore Report (Global Web Index (GWI), Q1 2016

7 THE SOCIAL PHENOMENON January % bn +10%* Active Social Media Users 85% bn Active Mobile +17%* Social Users Source: WeAreSocial Singapore Report (Global Web Index (GWI), Q1 2016

8 Social Media Globally

9 Which is the most engaging social network? Here we again see the dominance of Facebook - it's also got the greatest engagement in time according to this insight from the US consumer panel from comscore

10 Which are the fast growing social networks Every marketer has limited time for social media marketing, so which social network should you focus your efforts on? This compilation from Statista on the growth of Twitter shows how it compares to Facebook, WhatsApp and China's WeChat - it's clearly losing ground.

11 INTERNET USAGE GREECE 77% OF GREEK POPULATION USE INTERNET (Age Group13-74) WEB ID: Focus Bari: Jan Mar % USE INTERNET DAILY (Age Group13-74) WEB ID: Focus Bari: Jan Mar % OF GREEK HOUSEΗOLDS HAVE INTERNET ACCESS WEB ID: Focus Bari: Jan Mar 2016

12 GREECE: SMARTPHONES & SOCIAL MEDIA 60% 60% ~80% Smartphone Penetration Social Media Penetration of Facebook Users access Facebook through Smartphone WEB ID: Focus Bari: Jan-Mar 2016 WEB ID: Focus Bari: Jun- Oct 2015

13 INTERNET USAGE GREECE MINS DAILY ΟN INTERNET MINS DAILY ΟN SOCIAL MEDIA WEB ID: Focus Bari: Jan Mar 2016 WEB ID: Focus Bari: Jan Mar 2015

14 Social Media Penetration in Greece snapshot 71,5% Avg. 349 friends 33,2% 17,7% Μ.Ο. 197 φίλοι 11,0% Avg. 170 followers 5,2% Social media fans are on average active 74 min per day 2,9% 5,8% 2,9% Source: Focus Bari, Web id B15, Active Internet Users last 30 days, n=5,1m, 13-74y.o 14 Social media fans are connected on average 6.2 days per week

15 Social Media in Greece Facebook # of members in Facebook, Skype and YouTube the platforms with the highest members Skype YouTube Viber Messenger Google Instagram 883 Twitter 558 WhatsApp 406 Linkedin Pinterest Spotify Snapchat SOURCE: BARI 2015, B wave JUN15-DEC15

16 Social Media in Greece Facebook Skype 26,6 38,5 51,0 52,1 # of members (%) 73,2 89,3 Millennials are socially active in more platforms compared to all individuals YouTube Viber Messenger Google+ Instagram 24,2 22,6 25,7 16,9 28,4 22,2 15,0 19,5 12,9 36,0 35,4 40,1 45,9 53,2 52,2 Twitter 8,1 11,6 15,4 WhatsApp 5,9 9,5 15,8 Linkedin 4,1 4,3 6,6 Pinterest 3,8 7,1 6,2 Spotify 2,8 2,1 5,7 SOURCE: BARI 2015, B wave JUN15-DEC15 Snapchat 2,8 2,1 10, All

17 FACEBOOK IN GREECE Users 18+ y.o People who want to connect, to have fun, to fill up spare time, to stay up-to-date. For B2C communication Facebook present globally the highest usage.

18 Facebook Targets 19

19 Facebook in Greece Facebook is a daily habit for the majority of the users ,5 68,4 85,5 Penetration (%) 90,0 90,8 91,2 74,6 75,9 76,1 52,8 54,0 54, Yesterday Last 7 Days Last 30 Days Last 6 Months All SOURCE: BARI 2015, B wave JUN15-DEC15

20 Facebook has an extensive usage on mobile users in Greece (~80%) Using facebook on mobile 75% of daily use

21 Facebook History As the company evolved over the years, they expanded their marketing strategy Source: Facebook

22 Facebook Insights Audience Insights allows us to learn more about target audiences.

23 Top 10 Greek Brands on Facebook SOURCE: Social Bakers

24 INSTAGRAM IN GREECE Younger audiences 13-24y.o Mainly entertainment & technology More lifestyle

25 Instagram in Greece High penetration only amongst youngest The global size of Instagram s audience exceeds 500MM users. Some of the recent features of the platform include Stories and Zoom. Stories is a Snapchat-inspired feature which allows users to post several photos/videos which disappear after a short period of time. Zoom is a feature which allows users to pinch to zoom on photos and videos Penetration (%) 39,0 40,4 40,9 31,7 18,8 20,0 20,4 14,2 12,5 13,2 13,5 9,4 YESTERDAY LAST 7 DAYS LAST 30 DAYS LAST 6 MONTH All SOURCE: BARI 2015, B wave JUN15-DEC15

26 TWITTER IN GREECE Target 25-44y.o Public figures, journalists, Politicians, tech savvies

27 SNAPCHAT IN GREECE Younger audiences 13-18y.o Mainly entertainment & technology More lifestyle

28 LINKEDIN GREECE The Professional Network 25+y.o users who are interested to News

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