social media statistics & insights australia 2013
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AUSSIES AND SOCIAL MEDIA
2013
SOCIAL MEDIA IN AUSTRALIA
WHAT IS SOCIAL MEDIA?
Social media Interactive Shareable Conversational Dynamic Many-to-many
Traditional media Detached
Difficult to share Promotional
Static One-to-many
WHAT IS SOCIAL MEDIA?
Favourite definition:
SOCIAL MEDIA IS WORD OF MOUTH ON STEROIDS
THE MARKETING GAME HAS CHANGED
In the social media world: !
“PEOPLE ARE NO LONGER TARGETS FOR YOUR MARKETING, THEY ARE PART OF
YOUR MARKETING”
IT’S COMPLICATED!IT’S COMPLICATED!
45% of Australian social users access social at least once
per day
65% of Australians use social
media
95% of Australian social media users
use Facebook
Australian social media users have an
average of 258 friends or followers
67% of Australian social users access
social sites on a smartphone
The typical Australian Facebook user
spends 7 hours per week on the site
AUSSIES LOVE SOCIAL MEDIA
Source: YellowTM Social Media Report, 2013
FREQUENCY OF USING SOCIAL
“How often do you use social media?”
17%
28%
5%
6%
9%
More than 5 days per day
Everyday
Most days
A few times a week
Less than a few times per week
35% Never
Source: YellowTM Social Media Report, 2013
MALES VS. FEMALES
“Females are more likely than males to use social media and are also more likely to be
frequent users”
Source: YellowTM Social Media Report, 2013
WHEN DO WE USE SOCIAL?
Source: YellowTM Social Media Report, 2013
INSIGHT
“Test when your posts result in the most reach and engagement. Have you tried posting late at night or early in the morning when usage
on social media peaks?”
WHICH SITES DO WE USE?
Source: YellowTM Social Media Report, 2013
TOP 5 SOCIAL NETWORKS IN AUSTRALIA
Source: Social Media News, March 2014
1. FACEBOOK 2. YOUTUBE 3. LINKEDIN 4. TWITTER 5. INSTAGRAM
13,200,000 12,600,000
3,650,000 2,500,000 1,600,000
INSIGHT
“There’s plenty of hype around new social networks such as Pinterest and Instagram, but
the reality is that Facebook is the dominant player Australia.”
WHICH SITES HAVE WE STOPPED USING?
Source: YellowTM Social Media Report, 2013
INSIGHT
“Measure success across different social media networks. If you are not getting results,
invest your time elsewhere.”
AVG TIMES USED PER WEEK
2011
16
2011
8
2011
23
2012
21
2012
5
2012
23
2013
24
2013
8
2013
13Source: YellowTM Social Media Report, 2013
INSIGHT
“Not only is Facebook the dominant network based on number of users, it also wins out based on frequency of use and time spent.”
NUMBER OF TIMES USED PER WEEK BY LOCATION
Source: YellowTM Social Media Report, 2013
AVG NUMBER OF FRIENDS OR FOLLOWERS
14-19 years
453
40-49 years
250
20-29 years
366
50-64 years
146
30-39 years
200
65+ years
48
Male
304
Female
221
Source: YellowTM Social Media Report, 2013
DEVICES USED TO ACCESS SOCIAL
Source: YellowTM Social Media Report, 2013
INSIGHT
“For the first time in Australia smartphones are the most popular device to access social
with. Make sure your campaigns and apps are optimised to work across all devices.”
WHERE IS SOCIAL BEING USED?
PLACES WHERE SOCIAL IS BEING USED
Source: YellowTM Social Media Report, 2013
BAR/PARTY
26%
HOME
96%
SPORT
19%
WORK
34%
CAR
18%
TRANSPORT
32%
SCHOOL
135
TOP 5 REASONS FOR USING SOCIAL?
Source: YellowTM Social Media Report, 2013
1. To catch up with family and friends 2. To share photos or videos 3. To coordinate parties or shared activities 4. To get information on news and current events 5. To follow or find out about a brand or business
INSIGHT
“The most common reason for people using social is catching up with friends and family.
Remember this when you plan your content as you are competing against friends and family for share of voice. Always aim to add value.”
TOP 5 THINGS PEOPLE WANT FROM BRANDS
Source: YellowTM Social Media Report, 2013
1. Discounts 2. Giveaways 3. Product information 4. Coupons 5. Tips & advices
INSIGHT
“Discounts and giveaways are the most common items wanted from brands on social and this has been increasing for the past few years. Find a way to incorporate this into your
social strategy. ”
TYPES OF BRANDS FOLLOWED ON FACEBOOK
Source: YellowTM Social Media Report, 2013
SHOULD I BE USING GOOGLE+?
“According to Social Media News, Google+ only has 65,000 active users in
Australia. !
Think about whether or not maintaining a Google+ profile is a wise investment.”
AUSSIE BRANDS & SOCIAL MEDIA
PROPORTION OF BUSINESSES THAT USE SOCIAL
Source: YellowTM Social Media Report, 2013
SMALL
30%MEDIUM
47%LARGE
79%
WHICH NETWORKS ARE WE USING?
Source: YellowTM Social Media Report, 2013
87%TWITTER
64%LINKEDIN
34%
GOOGLE+
9%BLOG
11%YOUTUBE
25%
WHY BRANDS USE SOCIAL MEDIA
Source: YellowTM Social Media Report, 2013
Invite online comments, ratings and reviews 73%
Use social for two way communication with
customers
Offer incentives to customers via social media
75%
38%
PROPORTION OF BUSINESSES THAT ADVERTISE ON SOCIAL MEDIA
Source: YellowTM Social Media Report, 2013
SMALL
11%MEDIUM
17%LARGE
36%
AVG PROPORTION OF MARKETING BUGET ALLOCATED TO SOCIAL
Source: YellowTM Social Media Report, 2013
HOW TO BUILD A SOCIAL BUSINESS
BUILD CAPABILITY IN THESE AREAS
• SOCIAL STRATEGY • SOCIAL MONITORING • CONTENT & COMMUNITY • GOVERNANCE & TECHNOLOGY • EDUCATION & INNOVATION
THE SOCIAL STRATEGY PROCESS
• LISTEN (DATA & INSIGHTS) • PLAN (CHANNELS & STRATEGY) • GROW (PROMOTION & CAMPAIGNS) • ENGAGE (CONTENT) • MEASURE & OPTIMISE (REPORTING)
THANKS!
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