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SOCIALE MEDIER: FACTS

Præsentation

Mette Bierbum Bacher

Head of Social

Mindshare

@Mettebb

SOCIALE MEDIER I DAG

MEDIEBILLEDET

SOCIALE MEDIER I DK

3.400.000 aktive brugere

1.200.000 aktive brugere

500.000 aktive brugere

1.100.000 aktive brugere

1.350.000 aktive brugere

Månedlige brugere. Kilde: Index

Danmark/Gallup

Nyhedsformidling på sociale medier

Kilde: Mindshare og Slots- og Kulturstyrelsen,

Rapportering om mediernes udvikling 2016.

SOCIAL MEDIA

USER PROFILES

Facebook (daily users) 62% of the population (2,305,000 ind.)

GENDER AGE GROUPS REGIONS FREQUENCY OF USE (ALL)

DEVICES USED WILLING TO ENGAGE SOCIAL INFLUENCE DIGITAL ENGAGEMENT

24% 24% 20% 18% 14%

0

50

100

150

200

0%

10%

20%

30%

40%

31%

34%

40%

43%

62%

81%

87%

Smart TV

Gaming console

Streaming service

Desktop computer

Tablet

Laptop computer

Smartphone

56%(111)

44%(89)

% Affinity

(108)

(102)

(110)

(97)

(118)

(114)

(104) 24%

38%

62%

14%

11%

Prefer advice fromsocial networks

Couldn't live withoutsocial media

Spend a lot of timeon social media

Enjoy expressingviews online

Express opinion onbrands online

(127)

(128)

(146)

(130)

(127)

13%

34%

21%

22%

10%

(107)

(87)(97)

(106)

(92)

89%

69%

69%

69%

34%

Online constantlythrough the day

Internet is key todecision making

Internet is keysource of news

Uses a range ofdevices

TV/video is on-demand or online

(111)

(111)

(114)

(110)

(111)

Daily; 62%

Weekly; 15%

Less often;

7%

Never; 16%

61% (114)

Top categories

Travel (32%)

Food/drink (29%)

Technology (28%)

Government (16%)

Instagram (weekly users) 17% of the population (632,000 ind.)

GENDER AGE GROUPS REGIONS FREQUENCY OF USE (ALL)

DEVICES USED WILLING TO ENGAGE SOCIAL INFLUENCE DIGITAL ENGAGEMENT

39% 32% 14% 11% 5%

0

50

100

150

200

250

0%

10%

20%

30%

40%

35%

36%

42%

54%

66%

89%

97%

Smart TV

Desktop computer

Gaming console

Streaming service

Tablet

Laptop computer

Smartphone

73%(145)

27%(55)

% Affinity

(120)

(112)

(116)

(159)

(140)

(81)

(120) 29%

51%

72%

13%

12%

Prefer advice fromsocial networks

Couldn't live withoutsocial media

Spend a lot of timeon social media

Enjoy expressingviews online

Express opinion onbrands online

(144)

(122)

(171)

(185)

(152)

12%

41%

15%

21%

11%

(129)

(81)(70)

(99)

(104)

91%

75%

75%

76%

47%

Online constantlythrough the day

Internet is key todecision making

Internet is keysource of news

Uses a range ofdevices

TV/video is on-demand or online

(154)

(122)

(124)

(118)

(114)

Daily; 10%

Weekly; 7%

Less often; 11%

Never; 73%

73% (137)

Top categories

Travel (47%)

Food/drink (41%)

Technology (33%)

Cosmetics/skin (30%)

Snapchat (weekly users) 20% of the population (743,000 ind.)

GENDER AGE GROUPS REGIONS FREQUENCY OF USE (ALL)

DEVICES USED WILLING TO ENGAGE SOCIAL INFLUENCE DIGITAL ENGAGEMENT

55% 30% 6% 6% 3%

0

50

100

150

200

250

300

350

0%

10%

20%

30%

40%

50%

60%

32%

34%

42%

56%

61%

93%

97%

Smart TV

Desktop computer

Gaming console

Streaming service

Tablet

Laptop computer

Smartphone

60%(120)

40%(80)

% Affinity

(120)

(119)

(107)

(164)

(142)

(76)

(109) 30%

49%

68%

14%

12%

Prefer advice fromsocial networks

Couldn't live withoutsocial media

Spend a lot of timeon social media

Enjoy expressingviews online

Express opinion onbrands online

(143)

(130)

(161)

(176)

(157)

12%

41%

15%

21%

11%

(129)

(81)(70)

(99)

(104)

91%

70%

76%

74%

44%

Online constantlythrough the day

Internet is key todecision making

Internet is keysource of news

Uses a range ofdevices

TV/video is on-demand or online

(142)

(118)

(126)

(110)

(114)

Daily; 11%

Weekly; 9%

Less often;

8%

Never; 72%

71% (132)

Top categories

Travel (36%)

Technology (35%)

Food/drink (33%)

Cosmetics/skin (21%)

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SOCIALE MEDIER

OG FORMIDLING

Social media is at the center of marketing

Social

Media Awareness

SalesPaid advertising

Product launch

Foot-traffic

Targeting

Reach

Traffic

Events

Content

Co-creation

Engagement

Product testing

Community Management

Branding

User

Involvement

Key to business objectives

Social media landskabet har ændret sig

• Mange sociale platforme.

• Der er enormt meget data, der skal bruges strategisk til content

produktion, annonceindkøb og målgruppe indsigter.

• Vi konkurrerer ikke kun med andre brands, men også med

vores kunders familie, venner og kollegaer.

Og social media har ændret samfundet

Danskernes holdning til reklamer

14% 15%13%

9%11%

7% 6%

22%

27%29% 30%

34% 35% 36%

2010 2011 2012 2013 2014 2015 2016

Opmærksomhed (fanger ofte/altid) Irritation (ofte/hver gang)

• Kilde: Mindshare Reklameanalysen 2016

Begrænsning af digitale fodspor 2016

*Alle

• Kilde: Mindshare Reklameanalysen 2016

41%59%

Begrænserikke minedigitalefodspor

38%

22% 19% 19%

6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Fjernerjævnligtcookies

Hardownloadet etAd Blocking

program ellerlignende

Blokerercookies

Bruger privatbrowsing

Andet

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VI DELER FOR AT SKABE VÆRDI I VORES NETVÆRK

1For at viderebringe

værdifuld, eller

underholdende

indhold til andre

4Self-fullfilment

/

Selvudfoldelse

2Identitet

og selvfremstilling

3For at vokse og

vedligeholde

netværk /

venskaber

5For at sprede

budskabet om

en sag vi finder

værdig

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