tracking the consumer in the age of the hashtag · low levels of digital social behaviour high...
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TRACKING THE CONSUMER IN
THE AGE OF THE HASHTAG
#CARAT #PANA
The Scope of CCS
3000 respondents
Urban Rural sample
15-64 years old
120+ brands in 17 categories
170 attitudinal statements
We’ve all seen this. A LOT
0%
20%
40%
60%
80%
100%
120%
Magazine Newspaper Internet Radio TV
New media!
WHAT DOES DIGITAL MARKETING MEAN?
Not this
Reaching your target through the digital devices they are glued to,
providing an experience that is timely and relevant to them
DEEP DIVE INTO DIGITAL IN CCS
gam
ing
bluetooth
Online advertising social networking digital TV
Tech
no
logy
ow
ed
internet access
Mobile phones
google purchasing
blo
ggin
g
you
tub
e
attitudes
Po
dca
sts
mo
bile
TV
eBay
downloading music
facebook SMS WAP
we
bsi
tes
search bra
nd
s
Source: CCS Philippines 2012 Benchmark
LOW Levels Of Digital Social Behaviour HIGH Levels Of Digital Social
Behaviour
Consume
online content
but non-
interactive
Interact with
others via
networks, gaming
or sharing
Offer opinions
and enter
online
discussions
Neither create or
consume online
social media
AUTHORS COMMENTATORS CONNECTORS SPECTATORS INACTIVES
Create online
content
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00%
Inactives
Specators
Connectors
Commentators
Authors
PORTRAIT
NOTE:
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TEMPLATE
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PICTURE
We take a look at the relatively new, but rapidly
multiplying, life form called the netizen
Population 15-65
61M
Online A LOT
4.5M
Online
21M Up from
16M
QUICK LOOK AT WHO’S ONLINE A LOT
60% male
64% are 15 to 25 years old
15% ABC1, i270
35% C2, i228
41% D, i87
35% are parents
WHO IS YOUR ONLINE TARGET?
Bakit may number sign? (It’s a generation thing)
SO BACK TO TRACKING IN THE AGE
OF THE HASHTAG.
THINGS TO KEEP IN MIND
#KEEPITSIMPLE
1. THEY WANT TO BE
TRACKED
They are very public and love sharing their opinion
They need to belong
More than half (55%) are always concerned what others think about them.
Only 25% will disagree that they want to be popular. There is an overindex
(111) of those who say they want to be popular
67% want others to approve of the brands they buy
54% say they have more friends than most
81% like sharing their everyday adventures with friends and family
2. TALK TO THEIR ONLINE
PERSONALITIES
THE INTERNET IS CLOSING IN
63% say
their online
identities
are very
important
70% have
online
friends they
never met
online
46% prefer
to talk to
people
online than
in person
13%
4%
7%
There is a different communication register
online
But, but...Sylvia Plath
is dead!
3. ONLINE IDENTITIES MAKE
THEM FEEL FREE/SMART
65% say it’s important to
stand out as an individual
63% consider themselves
creative
THE INTERNET IS FAR BIGGER THAN WE THINK
43% of the internet is in English or 28% of users
Internet penetration in Asia is around 27% but there are 1 billion users
(source: internetworldstats.com 2011)
Less than half (around
40%) know trends before
friends
THE CONCEPT OF THE VIRTUAL IMPRINT
PRINCIPLE #1: PEOPLE ARE MORE INTERESTING AND
GOOD-LOOKING ONLINE
What they officially
want people to see
What they still want
people to see
What they’re really like
PRINCIPLE #2 PEOPLE WANT TO BE VALIDATED ONLINE
PRINCIPLE #3. THE INTERNET ACTS AS AN ECHO CHAMBER
Preferential Attachment Process: those who have get more
There is actually
a science
behind why the
rich get richer
Source: technosociology.org
WHAT DOES VIRTUAL IMPRINT HAVE
TO DO WITH TRACKING THE
CONSUMER?
They will tend to support things that are already popular
They will gravitate towards communications, actions, behavior
that will increase their Virtual Impact.
The top hashtags for Instagram show that daring isn’t
really the in thing
If you build it, they will come
5 POINTERS FOR MAKING A GOOD
HASHTAG (ACCORDING THE GUYS FROM TWITTER)
#SABINILA #HOWTO
1. Be obvious. In the digital age of speed, time is
not a widely held resource
#missworld
#newcarsmell
#beautifulhairnow
#needtosave
#anggandako
#walangpasok Use the name of your event,
your brand, your proposition,
your tagline
2. Create a hashtag that people can respond to
#neveragain
#tomorrowiwill
#mygreatloves
They can fill in the blanks,
continue the sentence,
answer a question, ask a
question,
#asksirchief
3. Sound like your audience – which means, listen.
#ftw Sometimes spelling
rules can be broken.
Use the words
they’re using
#yolo
#anyare
#fml
#rakenroll
#apir
4. Don’t get carried away. Unless you’re trying to
be funny
#ohmygodthissunsetissobeautiful
#ilovemyfamilysomuchimsohappy
#sinokumainngtinapayko
#hindipoakobulag
You want to be shared and
remembered, remember?
#discombobulating
5. Hashtags are meant to be spread, it’s the age of
media convergence
Don’t be afraid to use
your other media
efforts to support your
hashtag
THANK YOU #TULOGNA #INOMMUNA
#BALIKPAOFFICE
We’d be happy to work with you
on any consumer insighting,
digital, or media projects
