ABOUT WAVE 6Starting in 2006, Wave is the world’s largest and longest-running study of the impact of social media on today’s global marketplace – making UM the most authoritative agency voice in the social media space. Covering 62 countries and 43% of the worldwide internet population, Wave 6 – ‘The Business of Social’ – is the most ambitious and sophisticated instalment to date. It offers invaluable, and actionable insights as to how advertisers can bring commercial value to their business through social media strategies, at a time when the value of social media has never been more important to brands.

2. What is Wave?
• Wave is a global social media study.
• Is a quantitative survey to active Internet users, conducted with UM’s in-house research
system, Intuition.
Why the Active Internet User?
• Active Internet Users are those that use the internet every day or every other day.
• Social media is driven by Active Internet Users.
• They drive adoption of platforms and tools and they will determine which tools and
platforms become dominant.
The business of social | Social media tracker 2012

3. What is Wave?
• Wave is a social media study.
• Wave has retained the same methodology from Wave 1 to Wave 6, enabling comparison across
Waves. Spain was included since the Wave 1.
• All research is conducted by the EMEA Research team in collaboration with the UM network of
agencies.
• The survey is carried out using UM’s in-house research system, Intuition.
• We have surveyed 41,738 16-54 Active Internet Users in 62 countries.
• This year in Spain a total of 1,092 interviews were conducted.
• All surveys are self-completed and the data collected is purely quantitative.
Why the Active Internet User?
• Active Internet Users are those that use the internet every day or every other day.
• Social media is driven by Active Internet Users.
• They drive adoption of platforms and tools and they will determine which tools and platforms
become dominant.
The business of social | Social media tracker 2012

4. BUSINESS
SOCIAL 62 countries
42,000 respondents
September 2011:
December 2011: QQ IM – over
Over 845M active users 700M active users
June 2011:
54 countries Over 200M tweets a day
June 2011: Launch
April 2011:
MOTIVATIONAL 37,600 respondents March 2011: 100M members Valued at >$36Bn
December 2010: 100M users
just 2.5 months after launch
October 2010: “The Social Network” film released
August 2010: Groupon is the
July 2010: 100M check-ins
38 countries fastest growing company of all time
23,200 respondents April 2010: iPad released February 2010:
Facebook mobile – 100M users
INFLUENTIAL August 2009: Xiaonei becomes RenRen
Now more than 3.6Bn images on Flickr
29 countries June 2009: Launch
17,000 respondents March 2009: Launch VISUAL
October 2008: Launch September 2008:
First Android phone launch
TEXTUAL August 2008:
Over 100M users
April 2008: Facebook overtakes
21 countries
MySpace in popularity 10,000 respondents
15 countries March 2007: Launch
7,500 respondents January 2007: Iphone Launch
November 2006: Launch
October 2006: Launch
September 2006: Launch
July 2008: Launch
February 2006: Launch
August 2005: Launch
April 2005: First video uploaded to YouTube
March 2005: Launch
January 2005: Launch
December 2004: Launch
February 2004: Launch
January 2004: Launch
August 2003: Launch September 2003: Launch
May 2003: Launch
June 2003: Launch
January 2003: Launch
The Story of Wave
March 2002: Launch
January 2001: Launch
October 1999: Launch
The business of social | Social media tracker 2012

5. Wave 6
Algeria
The expanding Wave universe
Argentina
Wave 5 Australia
Austria
Algeria
Bahrain
Argentina
Belgium
Australia
Brazil
Austria
Canada
Bahrain
Chile
Belgium
China
Brazil
Colombia
Wave 4 Canada
Croatia
Chile
Australia Czech Republic
China
Austria Denmark
Colombia
Belgium Ecuador
Czech Republic
Wave 3 Brazil Egypt
Denmark
Canada Estonia
Australia Ecuador
China France
Austria Egypt
Colombia Finland
Brazil Estonia
Wave 2 Czech Republic Germany
Canada France
Denmark Greece
Australia China Germany
Ecuador Hong Kong
Brazil Czech Republic Hong Kong
Finland Hungary
Wave 1 China Denmark Hungary
France India
France France India
Australia Germany Italy
Germany Germany Italy
China Hong Kong Ireland (ROI)
Greece Greece Ireland (ROI)
France Hungary Japan
India Hong Kong Japan
Germany India KSA
Italy Hungary Korea
Italy Italy Kuwait
Japan India KSA
India Japan Latvia
Korea Italy Kuwait
Japan Korea Lebanon
Malaysia Japan Latvia
Korea Latvia Lithuania
Mexico Korea Lebanon
Mexico Lithuania Macedonia
Pakistan Mexico Lithuania
Philippines Malaysia Malaysia
Philippines Netherlands Malaysia
Russia Mexico Mexico
Russia Pakistan Mexico
Spain Netherlands Netherlands
Singapore Philippines Netherlands
UK Norway Norway
Spain Poland Norway
US Peru Oman
Taiwan Romania Oman
Philippines Philippines
Thailand Russia Philippines
Poland Poland
UK Spain Poland
Portugal Portugal
US Switzerland Portugal
Romania Puerto Rico
Taiwan Qatar
Russia Qatar
Turkey Romania
Singapore Romania
UK Russia
South Africa Russia
US Serbia
Spain Serbia
Singapore
Sweden Singapore
Slovakia
Turkey Slovakia
South Africa
UK South Africa
Spain
US South Korea
Sweden
Spain
Taiwan
Sweden
Thailand
Switzerland
41,738 62
Tunisia
Taiwan
Turkey
Thailand
UAE
Tunisia
UK
Turkey
Ukraine
UAE
US
UK
respondents countries Ukraine
US
Vietnam
The business of social | Social media tracker 2012

6. Blogging: Declining or stabilising in many markets
Global Brazil China France
74.5% 70.9% 72.4% 67.9% 74.9% 75.7% 79.6% 81.4% 45.6% 50.2% 46.7% 43.9%
55.3% 60.6% 64.5% 63.2%
Wave Wave 4 Wave 5 Wave 6 Germany India Italy
3 35.2% 36.3% 29.6% 39.3% 62.2% 63.1% 63.3% 55.6% 61.9% 51.0% 51.5% 51.7%
Spain
Russia USA UK
63.6% 55.9% 60.3% 55.8% 59.3% 54.6% 63.4% 52.4% 45.6% 50.2% 46.7% 44.9% 50.7% 41.3% 40.8% 45.5%
Wave:
3 4 5 6
The business of social | Social media tracker 2012 QUESTION: “Thinking about using the internet, which of the following
have you used in the last 6 months?” - Read blogs / weblogs

7. Microblogging is still rising but is yet to be fully
understood globally
Global Brazil China France
13.4% 43.9% 47.6% 26.3% 53.1% 71.5% 4.1% 8.8% 12.2%
14.9% 33.2% 42.9%
Germany India Italy
Wave Wave 6 6.2% 7.7% 15.9% 24.4% 45.5% 42.9% 9.4% 11.1% 17.7%
5
Wave
4
Russia USA UK
14.2% 19.9% 25.8% 8.5% 18.8% 22.1% 6.4% 19.3% 62.9%
Spain
11.5% 19.1% 24.8%
Wave:
4 5 6
The business of social | Social media tracker 2012 QUESTION: “Thinking about using the internet, which of the following have you
used in the past 6 months? – Used a micro blogging service (e.g. Twitter, Jaiku)”

8. Growth in social networking has slowed
Brazil China France
63.6% 53.9% 74.5% 74.3% 47.4% 51.4% 68.4% 68.9% 26.3% 43.4% 53.2% 53.5%
Global
45.1% 51.4% 61.4% 65.2%
Germany India Italy
Wave 6 27.2% 36.6% 37.8% 53.1% 51.4% 62.8% 72.5% 67.1% 24.0% 34.4% 53.9% 61.2%
Wave Wave Wave 5
3 4
Spain USA Russia UK
33.1% 48.3% 58.1% 64.5% 64.8% 66.1% 79.8% 77.1% 53.4% 55.5% 58.6% 62.9%
29.9% 46.2% 55.5% 59.6%
Wave:
3 4 5 6
The business of social | Social media tracker 2012 QUESTION: “Thinking about the internet, which of the following have you done in the last 6 months?
- Manage a profile on an existing social network (eg: facebook.com)”

9. CONSUMERS IN
SOCIAL MEDIA

10. Are we abandoning the brand website?
-Global-
90%
13%
85%
decrease
in 4 years
80%
75%
70%
65%
60%
Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011
Base Global: 41,738
The business of social | Social media tracker 2012 QUESTION: “Thinking about using the internet, have you visited
an official company/brand website in the past 6 months?”

11. This is clearer amongst the youngest audiences
-Global-
90% 16-24 25-34 35-44 45-54
85%
80%
75%
70%
65%
60%
Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011
Base Global: 41,738
The business of social | Social media tracker 2012 QUESTION: “Thinking about the internet, have you visited
an official company / brand website in the past 6 months?”

12. Hipothesys
Brands have a great opportunity if
they understand the nature of the social
media environment where they are
acting, and if they figure out which is
their relevance in these environments.
The business of social | Social media tracker 2012

13. People are concerned but also too attached
-Spain-
45%
65%
+17%
+3%
Social networks are I am concerned
integral to my social about the amount of
Base Spain: 1,092
life personal data online
The business of social | Social media tracker 2012

14. Spending more time than ever on social networks
-Spain-
Everyone 9
Television 9
16-24 year olds
5
Radio 5
3
Magazines 4
4
Newspapers 5
13
Internet 13
6
Email 6
5
Social networks 9
3
Microblogging sites 5
6
Mobile phone
8
4
Blogs 5
Video sites 4
Base Spain: 1,092 6
Base Spain 16-24: 230
The business of social | Social media tracker 2012 QUESTION: “Approximately how much time did you spend consuming
the following media in the last 7 days?” - Hours per week

15. Sharing with more people than ever before
-Global-
80
Social networks
70
Instant messenger
60 Forum/Message board
Average number of people
50 My personal blog
40 Phone
Email
30
Face to face
20
Text message (SMS)
10
Post/Letter
0
Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011
Base Global: 41,738
The business of social | Social media tracker 2012 QUESTION: “Approximately how many people do you stay in contact with
in your personal life through the following means?”

16. And people are still sharing personal data
-Spain-
Are too many brands in Social Media: 51% 45%
49%
44% 45%
49%
47% 42%
43% 44% 44% 42%
33%
32% 32%
30% 31%
28% 28%
29% 25%
27% 24% 25%
21%
18%
19%
16%
13% 13%
12%
8%
Purchased Make Organise Update Used a Affiliate Join Play Used
Write a Shared Join a Upload Display Join an Removed Dating Find Find old Upload Update Message
something Contacts events my status “like” with or a group Games new friends live chat
blog Your Celebrity videos my interests Interest Someone friends photos my profile friends
for work/ button become
location group group or from my
Professional friend list fan of a
cause
reasons brand
Base Spain: 1,092
The business of social | Social media tracker 2012 QUESTION: “What have you done with your social networking profile?,
amongst those who have used a social network in the past 6 months”

17. Social network’s power differs across the world
CONNECTION
Meet new people
Keep up to date
Share new experiences
Seek other
people’s opinions
FUN
“Hang Out” or waste time
Express yourself
Stay in touch with friends
ENABLEMENT
Make contacts for work
Change opinions
Make money
SELF-IMPROVEMENT
Learn something new
Base Global: 41,738 Manage my life better
Share knowledge
The business of social | Social media tracker 2012
QUESTION: “Which of these online applications [Social networks
e.g. facebook.com] does a good job when you want to…?” - By country

18. Not all social platforms are born equal
-Spain-
Forums Photo/Video sites
Change Opinions: 56% Hang out or waste time: 64%
Seek others opinions: 54% Have fun: 63%
Share Knowledge: 48% Be creative: 50%
Learn Something New: 44% Share new experiences: 41%
Official brand websites Social networks
Learn Something New: 30% Stay in touch with friends: 90%
Keep up to date: 27% Meet new people: 80%
Make Money: 19% Hang out or waste time: 75%
Make contacts for work: 16% Have fun: 70%
Blogs Microblogging
Express Yourself: 63% Express yourself: 91%
Share Knowledge: 59% Stay in touch with friends: 88%
Seeks others opinions: 58% Seek others opinions: 85%
Be creative: 54% Have fun: 85%
Base Spain: 1,092
The business of social | Social media tracker 2012

19. MICROSOFT’S
EXAMPLE

20. The Cloud
The business of social | Social media tracker 2012

21. WAVE 5: Microsoft Workshop – Day 1
The business of social | Social media tracker 2012

22. WAVE 5: Microsoft Workshop – Day 2
The business of social | Social media tracker 2012

23. BRANDS AND
SOCIAL MEDIA

24. Think about social experiences first
LOW INVOLVEMENT I want no interaction
Access to news about new developments
Discount vouchers
Access to fun and entertaining content
An opportunity to learn something new
A personal response to my issues/complaints
Access to unique sponsored events or competitions
An opportunity to develop my skills
The ability to communicate and share experiences with others
Tools to help me express my creativity and make something worth sharing
To be part of a brand community
HIGH INVOLVEMENT The ability to influence product development
The business of social | Social media tracker 2012

25. To meet our objectives
-Spain-
Access to Ability to Opportunity Opportunity Communicate Tools to A personal Access to Access to Discount To be part of
breaking contact to learn to develop & share express my response to fun & unique vouchers a brand
news or companies more skills experiences creativity my issues / entertaining events or community
product & influence & make complaints content competitions
launches product something
development worth
sharing
Base Spain: 1,092
The business of social | Social media tracker 2012 QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies
that make computer software, companies that make computer hardware, companies that are involved in the
fashion industry and companies & artists that make & distribute music, which interaction is best…?”

26. That experiences should meet consumer needs
-Spain-
Keep in touch:
Share with others: 46%
Read a regular blog: 25%
I am influenced by others: 20%
Friends and Fun:
Associate something cool: 26%
Have fun: 42%
Friends recommendation: 27%
Creativity:
Get free content: 43%
Product Development 22%
Develop my skills: 18%
Stay Ahead:
New products: 64%
Learn 58%
Many brands in Social Media: 34%
Influencers: 28%
Base Spain: 1,092
The business of social | Social media tracker 2012

27. CONNECTING
WITH SOCIAL
EXPERIENCES

28. People have many ways to connect with the internet
-Spain-
Average number of devices owned
and used to access the internet
8.2 Laptop /
netbook PC
Desktop
PC
Smartphone Tablet
(eg: iPhone) device (eg:
4.5 iPad)
Mobile E-book
phone reader (eg:
Kindle)
Internet- Games
connected console
TV
Portable Portable
MP3 / video games
player console
Own Have used to access the
internet
Base Spain: 1,092
The business of social | Social media tracker 2012 QUESTION: “Which devices do you own and which have you used to access the internet in the last 6 months?”

29. Smartphone penetration is growing rapidly
37%
34%
45%
24%
28%
37% 53% 36% 16%
36%
37% 22%
42% 26% 39% 23%
20%
2
0 25%
45%45% 2 24%
%
38% 29%
9
%
28%11%
44% 41% 34%
44%
27% 42% 40% 61%
22%
9% 11%
44%
59%
8% 31%
18% 43%
45% 38% 37% 37%
59%
47% 33%
43%
38%
43%
28 34%
% 67%
40%
35%
% own a smartphone
>60%
43%
50-60%
62
27 %
40-50% 25
%
%
30-40%
<30%
Base Global: 41,738
The business of social | Social media tracker 2012 QUESTION: “Which of the following devices do you own?” Smartphone (e.g. iPhone, Blackberry etc.)

30. With tablet penetration slowly catching up
11% 6%
6%
12% 9% 15%
5%
6%
37%
12% 13% 11%
11% 6% 5% 10%
12% 11% 18% 10% 5%
6%
6% 2%
14% 14% 8%
5%
12% 2
0
% 11%
2
9
% 16% 8%
4% 11%
14% 14% 20%
11% 14%
8%
17%
20% 33% 17%
32%
5% 21%
19%
16% 18% 19%
12%
19%
22%
28%
12% 34
%
12%
% own a tablet device
>20%
10% 14%
15-20% 11%
12
10-15%
%
5-10%
<5%
Base Global: 41,738
The business of social | Social media tracker 2012 QUESTION: “Which of the following devices do you own?” Tablet device (e.g. iPad, Samsung Galaxy etc..)

31. PC, the most versatile to access the internet
-Spain-
Everyone Read blogs
Joined a group buying community Post/write on a blog
Browsed the internet Upload photos to photo sharing site
Shared your location via location-based
Watch video clips online
social network
Laptop / Desktop
notebook PC PC Read a book Shared a video with a friend
Read a digital newspaper/magazine Download a podcast
Smartphone Tablet
(eg: iPhone) (eg: iPad) Searched for a location Download video podcast
Watched live TV Managed a social network profile
Mobile E-book reader
phone (eg: Amazon kindle) Made a purchase Visited a friend's social network page
Joined an online community Used instant messenger
Internet- Games
enabled TV console
Visited a professional social network Visited a company/brand website
Take part in multi-player game online Used search engine
Used a cloud-based music
Portable MP3 Portable Wrote/sent a message on microblog
reccommendation service
/ video player games
Downloaded & used an app Read a message on microblog
console Sent a text message Visited a forum
Base Spain: 1,092
The business of social | Social media tracker 2012 QUESTION: “Which activities have you carried out using each device in the past 6 months?”

32. Among the youngest mobility is a growing trend
-Spain-
16-24 yo Read blogs
Joined a group buying community Post/write on a blog
Browsed the internet Upload photos to photo sharing site
Shared your location via location-based
Watch video clips online
social network
Laptop / Desktop
notebook PC PC Read a book Shared a video with a friend
Read a digital newspaper/magazine Download a podcast
Smartphone Tablet
(eg: iPhone) (eg: iPad) Searched for a location Download video podcast
Watched live TV Managed a social network profile
Mobile E-book reader
phone (eg: Amazon kindle) Made a purchase Visited a friend's social network page
Joined an online community Used instant messenger
Internet- Games
enabled TV console
Visited a professional social network Visited a company/brand website
Take part in multi-player game online Used search engine
Used a cloud-based music
Portable MP3 Portable Wrote/sent a message on microblog
reccommendation service
/ video player games
Downloaded & used an app Read a message on microblog
console Sent a text message Visited a forum
Base Spain 16-24: 230
The business of social | Social media tracker 2012 QUESTION: “Which activities have you carried out using each device in the past 6 months?”

33. Different devices for different things
-Spain-
80%
75%
70%
Find your way Socialize with Ward Off Boredom
65% others Hang out or
60% waste time
% Smartphone Owners
Manage my life Access Have fun/
55% Information
Organize something Be entertained
50% quickly
Play a game
Watch content
45% Read content
40% Explore
the world
Relax
35% Learn Something
Get something done
30% new
25% Be creative Research something
thoroughly
20% Make a purchase
15%
10%
17% 22% 27% 32% 37%
Base Spain: 1,092 % Tablet Owners
The business of social | Social media tracker 2012 QUESTION: “You have indicated you own these devices, which of these devices do you
think does a good job when you to… Smartphone Owners vs. Tablet Owners.

34. Impact of devices on media consumption
-Spain-
14
13
Average hours spent consuming media in last 7 days
Browsing the
12 internet
11
10 TV
9
8 Social networks
7
6 Newspapers
5
4 Magazines
3
2
1
1 2 3
Number of devices used to access the internet
Base Spain: 1,092
The business of social | Social media tracker 2012 QUESTION: “Approximately how much time have you spent consuming the
following media in the last 7 days by the number of devices used to access the internet”

35. Connecting devices to experiences
FUN INFORMATION
Play a Game Learn Something New
Have Fun/ Be Entertained Access Information Quickly
Ward Off Boredom Research Something Thoroughly
Hang Out or Waste Time
Socialise With Others
Relax
Find My Way Get Something Done
Be Creative Make a Purchase
Organise Watch Content
Something Explore the World
Manage My Around Me
Life Read Content
ORGANISATION ACTION
Base Spain: 1,092
The business of social | Social media tracker 2012 QUESTION: “You have indicated you own these devices,
which of these devices do you think does a good job when you to…”

36. BUSINESS OF
SOCIAL: ROI

37. The importance of metrics
The business of social | Social media tracker 2012

38. Interaction Time
+1
The business of social | Social media tracker 2012

39. Copy Uplift
OTS
Ad stock Halo effect
GRPS Baseline
Reach
Synergy Sales Impact
Impact
on brand image Half Life
The business of social | Social media tracker 2012

40. How Buzz behaves
Offline: 20%  Online 50-70% decay
The business of social | Social media tracker 2012
Source: FMCG brand
Source: Radian 6 & UM Metrics

41. The magic number
% of online buzz directly attributable to media investment
29%
24%
22%
19% 20%
17%
Beverages Fashion Financial Automotive Tech Retail Travel
Services
The business of social | Social media tracker 2012
Source: Radian 6 & UM Metrics

42. How the Earned – Paid – Owned are related
44% € 12%
19%
11%
www 19%
€ 4%
37%
12%
www
The business of social | Social media tracker 2012
Source: Radian 6 & UM Metrics

43. TV is a reliable way to generate online buzz….
1,5
0,61 0,67
0,11
But what makes our campaign shine is the online strategy
The business of social | Social media tracker 2012
Source: Radian 6 & UM Metrics

44. 0,0
5,0
10,0
15,0
20,0
25,0
30,0
19/05/08 - 25/05/08
23/06/08 - 29/06/08
28/07/08 - 03/08/08
01/09/08 - 07/09/08
06/10/08 - 12/10/08
10/11/08 - 16/11/08
15/12/08 - 21/12/08
The business of social | Social media tracker 2012
19/01/09 - 25/01/09
23/02/09 - 01/03/09
30/03/09 - 05/04/09
04/05/09 - 10/05/09
08/06/09 - 14/06/09
13/07/09 - 19/07/09
17/08/09 - 23/08/09
21/09/09 - 27/09/09
Negative Ingredient (Posts)
26/10/09 - 01/11/09
30/11/09 - 06/12/09
04/01/10 - 10/01/10
Source: Radian 6 & UM Metrics
08/02/10 - 14/02/10
15/03/10 - 21/03/10
19/04/10 - 25/04/10
24/05/10 - 30/05/10
28/06/10 - 04/07/10
02/08/10 - 08/08/10
Brand Preference (%)
06/09/10 - 12/09/10
11/10/10 - 17/10/10
15/11/10 - 21/11/10
20/12/10 - 26/12/10
24/01/11 - 30/01/11
Conversations have an impact on brand health.
28/02/11 - 06/03/11
04/04/11 - 10/04/11
09/05/11 - 15/05/11

45. Transforming Buzz to Media Metrics.
Buzz is additional time
Buzz is Reach Buzz is earned media
with users
3713 GRPs invested by a 2011YTD Blogs, Forums, News
This represented a total
retail company in 2011 and Twitter generated 3,122
of 165,452€ Earned
generated 207 Buzz Media
hours of conversation with
GRPs consumers
The business of social | Social media tracker 2012
Source: Radian 6 & UM Metrics

46. Quantifying to improve
Including Buzz on the planning and modeling tools
Media 1 investment
Media 2 investment
R2 = 84% Modeled Sales
Actual Sales
The business of social | Social media tracker 2012
Source: Radian 6 & UM Metrics

47. How the media mix impact on sales
140 Sales Modeling
120
100
POSTS
80
60
40
20
0
Base Unexplained Events Video Youtube Uploaded
Video Youtube 2 uplodaded TV GRPs Radio GRPs
Online GRPs
The business of social | Social media tracker 2012
Source: Radian 6 & UM Metrics

48. Business of Social
44% € 12%
19%
www
11%
13%
The business of social | Social media tracker 2012
Source: Radian 6 & UM Metrics

49. The business of social | Social media tracker 2012

50. We are different!
The business of social | Social media tracker 2012

51. The importance about Social Media isn’t
the Media.
It’s the dialog that brands and consumers establish.
It’s learning to communicate with them and providing value.
Not loosing the chance to connect.
The business of social | Social media tracker 2012

52. Hypertargeting
The business of social | Social media tracker 2012

53. The Future
S
M
E U
T A
C A S C
R U
O
G R C
U N E E
S T T M
E
E E I E S
R N N N
S T
The business of social | Social media tracker 2012
G T S

54. WRAP UP

55. “Is Social Media working for you?
Or
are you working for Social Media?”
The business of social | Social media tracker 2012

56. To know more:
umspain@umww.com
Twitter:
https://twitter.com/#!/UMSpain
Facebook:
http://www.facebook.com/#!/pages/UM-Spain/328887127152662
YouTube:
http://www.youtube.com/user/UMWWSpain
The business of social | Social media tracker 2012