3ο Digital Session Social Media Reloaded: The new fundamentals 18/10/2016
Social Media Outlook Social Media Reloaded: The new fundamentals
3 SOCIAL MEDIA PLATFORMS
OTE COSMOTE Graduate Trainee Program September 2016 ~64% (~ 4,5 bn) Proper Sanitation Source: WeAreSocial Singapore Report (Global Web Index (GWI), Q1 2016 ~81% (~ 6 bn) Αccess to Mobile Phones
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
MOBILE SHARE OF WEB TRAFFIC 38,6% 33,4% 28,9% 17,0% 10,9% 0,7% 2,9% 6,1% 2009 2010 2011 2012 2013 2014 2015 2016 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
THE SOCIAL PHENOMENON January 2016 67% 2.307 bn +10%* Active Social Media Users 85% 1.968 bn Active Mobile +17%* Social Users Source: WeAreSocial Singapore Report (Global Web Index (GWI), Q1 2016
Social Media Globally
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
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.
INTERNET USAGE GREECE 77% OF GREEK POPULATION USE INTERNET (Age Group13-74) WEB ID: Focus Bari: Jan Mar 2016 67% USE INTERNET DAILY (Age Group13-74) WEB ID: Focus Bari: Jan Mar 2016 68% OF GREEK HOUSEΗOLDS HAVE INTERNET ACCESS WEB ID: Focus Bari: Jan Mar 2016
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
INTERNET USAGE GREECE 195 84 MINS DAILY ΟN INTERNET MINS DAILY ΟN SOCIAL MEDIA WEB ID: Focus Bari: Jan Mar 2016 WEB ID: Focus Bari: Jan Mar 2015
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
Social Media in Greece Facebook # of members in 000 3.574 Facebook, Skype and YouTube the platforms with the highest members Skype YouTube Viber Messenger Google+ 1.031 1.163 1.548 1.662 1.826 Instagram 883 Twitter 558 WhatsApp 406 Linkedin Pinterest 292 262 Spotify Snapchat 147 145 SOURCE: BARI 2015, B wave JUN15-DEC15
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 10,9 18-24 18-44 All
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.
Facebook Targets 19
Facebook in Greece Facebook is a daily habit for the majority of the users 100 80 60 47,5 68,4 85,5 Penetration (%) 90,0 90,8 91,2 74,6 75,9 76,1 52,8 54,0 54,3 40 20 0 Yesterday Last 7 Days Last 30 Days Last 6 Months All 18-44 18-24 SOURCE: BARI 2015, B wave JUN15-DEC15
Facebook has an extensive usage on mobile 3.900.000 users in Greece (~80%) Using facebook on mobile 75% of daily use
Facebook History As the company evolved over the years, they expanded their marketing strategy Source: Facebook
Facebook Insights Audience Insights allows us to learn more about target audiences.
Top 10 Greek Brands on Facebook SOURCE: Social Bakers
INSTAGRAM IN GREECE Younger audiences 13-24y.o Mainly entertainment & technology More lifestyle
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. 100 80 60 40 20 0 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 18-44 18-24 SOURCE: BARI 2015, B wave JUN15-DEC15
TWITTER IN GREECE Target 25-44y.o Public figures, journalists, Politicians, tech savvies
SNAPCHAT IN GREECE Younger audiences 13-18y.o Mainly entertainment & technology More lifestyle
LINKEDIN GREECE The Professional Network 25+y.o users who are interested to News