Author: Mark Higginson, Nielsen Online The size of social media online and who’s winning and losing From “old school” Online Communities to wunderkind Social Media – is there a difference? Case studies from recent brands that dare to socialise.

1. Seeing the Wood
and the Trees…
Tuesday 29th September 2009
Prepared by:
Mark Higginson
Director of Analytics
Confidential © 2009 The Nielsen Company

2. What we are going to talk about today…
• Size of Social Media online
• Who’s winning?
• Old School Social Media
• How can brands engage with
highly social consumers?
Confidential
© 2009 The Nielsen Company
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3. The current state of the Internet
As of August 09, Australia’s Active online audience is
14+ million people…
16,000
14,424
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
Aug-09
Nielsen Netview, Aug 2009 Active AU
Confidential
© 2009 The Nielsen Company
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4. The current state of the Internet
Hours online per month
30
28 hrs US
25 26.5 hrs AU
20
15
10
5
0
Nielsen Netview, August 2009
Confidential
© 2009 The Nielsen Company
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5. The Age of the Australian Internet
Unique Audience Age Groups
35
31%
30
Percentage of Audience
25 24%
20 19%
18%
15
10 8%
5
0
2 - 17 18 - 34 35 - 49 50 - 64 65+
Nielsen Netview, August 2009
Confidential
© 2009 The Nielsen Company
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6. The current state of the Internet
As of August 09, Australia’s Active online audience is
14+ million people…
16,000
14,424
14,000
12,000
10,000
9,675
8,000
6,000
4,000
2,000
0
Aug-09
Nielsen Netview, Aug 2009 Active AU Banking Communities
Confidential
© 2009 The Nielsen Company
6

7. The current state of the Internet
As of August 09, Australia’s Active online audience is
14+ million people…
16,000
14,424
14,000
12,000
9,675 10,124
10,000
8,000
6,000
4,000
2,000
0
Aug-09
Nielsen Netview, Aug 2009 Active AU Banking Communities
Confidential
© 2009 The Nielsen Company
7

8. Top Sites Visited by Australians
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
Nielsen Netview, August 2009
Confidential
© 2009 The Nielsen Company
8

9. Facebook now dominates….
6,000
Unique Audience (000s)
5,000
4,000
3,000
61% year on year growth
2,000
1,000
0
Nielsen Netview, June 2009
Confidential
© 2009 The Nielsen Company
9

10. Facebook now dominates….
6,000 Aug 09
8.1M
Unique Audience (000s)
5,000
4,000
3,000
61% year on year growth
2,000
1,000
0
Nielsen Netview, June 2009
Confidential
© 2009 The Nielsen Company
10

11. …and Twitter emerges…
900
800
Unique Audience (000s)
700
600 979% year on year growth
500
400
300
200
100
0
Nielsen Netview, June 2009
Confidential
© 2009 The Nielsen Company
11

12. …and Twitter emerges…
900
800
Unique Audience (000s)
700
600 979% year on year growth
500
400
300 Aug 09
200
1.5M
100
0
Nielsen Netview, June 2009
Confidential
© 2009 The Nielsen Company
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13. Social Media…
An Overnight Sensation!!
Confidential
© 2009 The Nielsen Company
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14. Social Media…
An Overnight Sensation
• Actually launched in 1985
• Wired Mag : “the world's most
influential online community”
Confidential
© 2009 The Nielsen Company
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15. Finding a niche…
8.1
Million
1.5M
10 mins 6hrs 28mins
Confidential
© 2009 The Nielsen Company
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16. Finding a niche…
8.1
Million
1.5M 523k
10 mins 12 mins 6hrs 28mins
Confidential
© 2009 The Nielsen Company
16

17. Finding a niche…
8.1
Million
1.5M 523k 1.2M
10 mins 12 mins 21 mins 6hrs 28mins
Confidential
© 2009 The Nielsen Company
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18. Cinema Experience
3-D
Confidential
© 2009 The Nielsen Company
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19. The next big movie blockbuster ? …
Confidential
© 2009 The Nielsen Company
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20. Movie Reviews
• How has the online editorial review landscape changed?
500
450
400
Unique Audience (000s)
350
300
250 ninemsn MovieFIX
200 Yahoo!7 Movies
150 Rotten Tomatoes
100
50
0
Confidential
© 2009 The Nielsen Company
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21. Movie Reviews
• How has the online editorial review landscape changed?
500
450 average 33%
400 year on year decline
Unique Audience (000s)
350
300
250 ninemsn MovieFIX
200 Yahoo!7 Movies
150 Rotten Tomatoes
100
50
0
Confidential
© 2009 The Nielsen Company
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22. The consumer as Reviewer – first wave
• New sites emerging that
are taking technologies
such as Twitter and
repurposing the content
to a particular audience:
eg
skinnipopcorn.com :
real time movie reviews
by Twitter users
Confidential
© 2009 The Nielsen Company
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23. James Cameron’s Avatar
First Impressions
100%
90%
80% 70%
70%
60%
50%
40%
30% 21%
20% 9%
10%
0%
Sentiment
Positive Negative Neutral
Confidential
© 2009 The Nielsen Company
23

24. James Cameron’s Avatar
Internet 2-D Trailer
100%
90%
80%
70% 62%
60%
50%
40%
26%
30%
20% 11%
10%
0%
Sentiment
Positive Negative Neutral
Confidential
© 2009 The Nielsen Company
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25. James Cameron’s Avatar
3-D Preview
100%
90%
80%
70%
100%
60%
50%
40%
30%
20%
10%
0%
Sentiment
Positive Negative Neutral
Confidential
© 2009 The Nielsen Company
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26. James Cameron’s Avatar
3-D Preview
100%
90%
80%
70%
100%
60%
50% 85% impressed with 3D
40%
30%
20%
10%
0%
Sentiment
Positive Negative Neutral
Confidential
© 2009 The Nielsen Company
26

27. James Cameron’s Avatar
3-D Preview
100%
90%
80%
70%
100%
60%
50% 85% impressed with 3-D
40%
30% 46% thought 2-D trailer
20% didn’t do film justice
10%
0%
Sentiment
Positive Negative Neutral
Confidential
© 2009 The Nielsen Company
27

28. A Tale of Two
Communities
Confidential
© 2009 The Nielsen Company
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29. Comparison of Two Communities – Discussion Topics
support and sharing
40% WW 31% TF
Weight Watchers Forum Topics Tony Ferguson Forum Topics
45% 45%
40% 40%
35% 35%
30% 30%
25% 25%
20% 20%
15% 15%
10% 10%
5% 5%
0% 0%
Confidential
© 2009 The Nielsen Company
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30. A Tale of Two Communities – Discussion Topics
exercise
25% WW 7% TF
Weight Watchers Forum Topics Tony Ferguson Forum Topics
45% 45%
40% 40%
35% 35%
30% 30%
25% 25%
20% 20%
15% 15%
10% 10%
5% 5%
0% 0%
Confidential
© 2009 The Nielsen Company
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31. A Tale of Two Communities – Discussion Topics
physiology
2.5% WW 10% TF
Weight Watchers Forum Topics Tony Ferguson Forum Topics
45% 45%
40% 40%
35% 35%
30% 30%
25% 25%
20% 20%
15% 15%
10% 10%
5% 5%
0% 0%
Confidential
© 2009 The Nielsen Company
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32. Social Media
• Social Media is mainstream media
• There’s more to Social Media than
Twitter and Facebook
• Social Media is a rich environment for
brands to listen to and learn from
Confidential
© 2009 The Nielsen Company
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33. THANK YOU
Mark Higginson
Director of Analytics
Mark.Higginson@nielsen.com
(2) 8204 5848