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Wave 7 pre-20032007200820092010201120122013
9 January 2007Apple launch the first iPhoneMarch 2007Tumblr launches
April 2008Facebook overtakes MySpace in popularityAugust 2008Facebook has over 100M users
20 September 2008The launch of the first Android phone7 October 2008Spotify launches11 March 2009Foursquare launches19 June 2009Farmville launches
July 2009There are now more than 3.6bn images on FlickrAugust 2009Xiaonei becomes RenRen
February 2011Linkedinreaches 100M members
4 April 2011Valued at over 3Bn
28 June 2011GooglePlus launches30 June 2011Twitter: 200M+ tweets per daySeptember 2011QQIM has 700M+ active usersSeptember 2011Snapchat launchesDecember 2011Facebook has over 845M active users
February 2010Facebook Mobile has 100M+ users
3 April 2010The first iPad released
30 July 2010100M check-insAugust 2010Groupon: fastest growing company of all time
15 October 2010The Social Network film released21 December 20102.5 months after launch, Instagram has 100M users
April 2012Facebook buys Instagram
May 2012Facebook floats on NASDAQ
June 2012500M+ users on Twitter
June 2012NSA scandal
August 2012Vine has over 40M users
October 2012Facebook has over 1Bn users15 countries7,500 respondents21 countries10,000 respondents29 countries17,000 respondents
38 countries23,200 respondents54 countries37,600 respondents62 countries42,000 respondents72 countries49,600 respondents
2006, UM embarked on a project to measure the scale and impact of social media across the globeand to explore the changes occurring in communication technologies. To date, we have surveyed morethan 186,000 Active Internet Users across 65 countries.Over the course of this project Wave has taught us that growth in social media is unprecedented.However, the real story has not just been one of growth but also of evolution. In a few short years socialmedia has made content creators, sharers and influencers of us all.
Wave 1 (2006) : demonstrated that social media was living up to the hype, there was a large andactive community communicating online. Wave 2 (2007): showed how social media moved from a text-based medium of bloggers andposters to a fully audio visual one full of content creators and sharers. Wave 3 (2008): charted the democratisation of influence, how social media was driving greatermeans and opportunity for consumers to influence their peers. Wave 4 (2009): examined the reasons behind the huge growth in social media by understandingthe motivations to use different social media platforms. Showing that consumers engage with aplatform because it meets specific consumer needs and all platforms meet these needs differently. Wave 5 (2010): told us that there was huge demand for social interaction with brands. However,the nature and depth of this interaction varied wildly from person to person and category tocategory. But those brands that could create the right experience benefitted enormously, drivingbrand loyalty, endorsement and sales. Wave 6 (2013): Showed us how to create social communication that was based on meeting a specific objective by understanding not just what the consumer wanted from a brand but also which of these best met the brand objective.
Wave 1AustraliaChinaFranceGermanyItalyIndiaJapanMexicoPhilippinesRussiaSouth KoreaSpainUnited KingdomUnited StatesWave 2AustraliaBrazilChinaFranceGermanyGreeceIndiaItalyJapanMalaysiaMexicoPakistanPhilippinesRussiaSingaporeSouth KoreaSpainTaiwanThailandUnited KingdomUnited StatesWave 3AustraliaAustriaBrazilCanadaChinaCzech RepublicDenmarkFranceGermanyGreeceHong KongHungaryIndiaItalyJapanMexicoNetherlandsPakistanPhilippinesPolandRomaniaRussiaSouth KoreaSpainSwitzerlandTaiwanTurkeyUnited KingdomUnited StatesWave 4AustriaBelgiumBrazilCanadaChinaColombiaCzech RepublicDenmarkEcuadorFinlandFranceGermanyHong KongHungaryIndiaItalyJapanLatviaLithuaniaMalaysiaMexicoNetherlandsNorwayPeruPhilippinesPolandPortugalRomaniaRussiaSingaporeSouth AfricaSouth KoreaSpainSwedenTurkeyUnited KingdomUnited StatesWave 5AlgeriaArgentinaAustraliaAustriaBahrainBelgiumBrazilCanadaChileChinaColombiaCzech RepublicDenmarkEcuadorEgyptEstoniaFranceGermanyHong KongHungaryIndiaIreland (ROI)ItalyJapanKuwaitLatviaLebanonLithuaniaMalaysiaMexicoNetherlandsNorwayOmanPhilippinesPolandPortugalQatarRomaniaRussiaSaudi ArabiaSerbiaSingaporeSlovakiaSouth AfricaSouth KoreaSpainSwedenTaiwanThailandTunisiaTurkeyUnited Arab EmiratesUkraineUnited KingdomWave 6AlgeriaArgentinaAustraliaAustriaBahrainBelgiumBrazilCanadaChileChinaColombiaCroatiaCzech RepublicDenmarkEcuadorEgyptEstoniaFinlandFranceGermanyGreeceHong KongHungaryIndiaIreland (ROI)ItalyJapanKuwaitLatviaLebanonLithuaniaMalaysiaMexicoNetherlandsNorwayOmanPhilippinesPolandPortugalPuerto RicoQatarRomaniaRussiaSaudi ArabiaSerbiaSingaporeSlovakiaSouth AfricaSouth KoreaSpainSwedenSwitzerlandTaiwanThailandTunisiaTurkeyUnited Arab EmiratesUkraineUnited KingdomUnited StatesVietnam14 -49,000
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Q:Approximately how much time did you spend doing the following activities in the last 7 days? [Browsing the internet]
Global Average 13.4 1# Q:Approximately how much time did you spend doing the following activities in the last 7 days? [Smartphones] -PCQ:Approximately how much time did you spend doing the following activities in the last 7 days? [Desktop] Q:Thinking about your usage of specific websites and applications, which of the following best describes how often you have used them?
Q:Thinking about using the Internet, which of the following activities have you done in the last six month?
Q:Thinking about using the Internet, which of the following activities have you done in the last six month? , ...
And after 7 years of research in over 65 countries we have come to realise that real question to ask is not what people do but WHY they do it. And by continually asking this WHY we have come to realise that beneath all the trends lies a single and important truth. That 5 real, human and fundamental NEEDS underpin all social behaviour.Learning, relationships, diversion, progression and recognition.
Q: Which of these media channels does a good job when you want to?BASE: Wave 7G14 & US Markets Diversion is the need state that most drives desirability for brands. 40% of people who say they want entertaining experiences from brands say that these experiences make the brand more desirable.
Recognition is the key need state for making consumers loyal to brands. 65% of people who want brands to respond to their complaints say that it makes them feel valued as customers when they do.
Progression is the key need state for encouraging people to spend more time with a brand. 37% of people who want brands to help them develop their own skills and abilities want to spend more time with the brand as a result.
Relationship is a key need state for driving recommendation. If a brand enables someone to help others they are also more likely to recommend it to others.
Whereas to drive sales a combination of Recognition and learning is key. Educating people about your product whilst at the same time listening to their own needs makes consumers far more likely to buy your product.
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