Defining Social Networks in Switzerland 2011#2

defining
social networks
in switzerland
Issue Fall 2011#2

Relax In The Air

a RITAreport

defining social networks in switzerland 2011 #2
foreword

This report is about social media networks that change our everyday life.

Since September 2009, Defining Social Networks in Switzerland has been tracking social
networks site usage in Switzerland. This report has two issues a year: Spring & Fall.

We choose to make this report as transportable as can be to suit all your reader’s needs. It is freely
available for online reading on Slideshare http://slidesha.re/RITAr20112. The report as PDF
is available for free download on our site: http://report.relaxintheair.com.
................................................................................................

For more questions, inquiries, workshops, feel free to contact us:
hello@relaxintheair.com.

Call the editors Sabine Dufaux +41 79 745 30 74
MC Casal + 41 76 539 77 01
Follow us on
Website relaxintheair.com
Linkedin www.linkedin.com/company/relax-in-the-air
Twitter @relaxintheair
Facebook www.facebook.com/relaxintheair
2

table of content

1. Introduction
...........................................................................................
2. Methodology & Sources
...........................................................................................
3. Snapshot of Switzerland - issue 2011#2
...........................................................................................
4. Social Networks Evolution A. Comparison - Unique Visitors (UV)
score 2011#1 (March) vs 2011#2 (October)

• Unique Visitors (UV)
• Average Number of Visits (AV)
• Average Time on Site (ATS)
• The big fall
• Key Findings - SoLoMo
- Consuming multimedia
- The Big 3
- Facebook Minus
- Technological thought
- Brands priority
• Recommandations

3

table of content

4. Social Networks Evolution B. Comparison - Unique Visitors (UV)
score September 2009 vs 2011#2 (October 2011)

• Key findings
• Recommandations
...........................................................................................

5. switzerland and other countries • Europe & the World
• Networks lookup
• Some types of networks
• Key findings
...........................................................................................

6. about relax in the air

4

1. introduction

© Bob Jackson

Defining Social Networks in Switzerland 2011 #2

1. introduction

There are a lot of studies about social media in Europe. Surprisingly Switzerland is seldom
monitored or part of European studies. The present issue 2011#2 is the result of collecting and
analyzing statistics for mainstream social networks sites in Switzerland and abroad.

Hence analyzing traffic and use of social networks sites we observed user behavior and noticed
Swiss market has changed since 2009:

• Social networks sites in Switzerland are dominated by the Big 3 (abroad called the Big 4, with
Youtube): Facebook, Twitter, Linkedin.

• Since the first issue of the present report in September 2009, the evolution has shown that
niche markets cannot compete on the same level that the Big 4. This doesn’t mean marketers
should not explore that niche’s path.

• Mobile adoption is exponentialy growing. Desktop use is in decline while users get used to
mobile devices like smartphones and tablets.

6


2. methodology & sources

Data come from Google Doubleclick Ad Planner, October 2011. We don’t take this data for
granted. As you know, figures are only figures. Nonetheless we are interested in having the same
sources on a large time span in order to see the evolution of media consumption.

Raw data was collected for a selection of 65 sites and social platforms, covering 11 countries:
Switzerland, France, Germany, Italy, UK, Spain, Netherlands, USA, Russia, Brazil and Japan.
The analysis reflects the 15 most popular social networks in Switzerland. Data about
third-party applications like desktop apps or mobile apps are not included in this report.

backtype.com gist.com orkut.com tweetdeck.com
bebo.com googlewave.com paper.li twitpic.com
blip.tv gowalla.com peoplebrowser.com twitter.com
blogger.com hi5.com picasa.com typepad.com
brightkite.com hollrr.com plancast.com ubervu.com
dailymotion.com hootsuite.com plaxo.com uservoice.com
deezer.com identi.ca posterous.com ustream.tv
delicious.com instagr.am qik.com vimeo.com
digg.com itunes.com quora.com wikipedia.com
disqus.com last.fm reddit.com wordpress.com
evernote.com lifestream.fm salesforce.com xing.com
facebook.com linkedin.com scribd.com yammer.com
flickr.com mixx.com scvngr.com yelp.com
foursquare.com movabletype.com seesmic.com youtube.com
friendfeed.com myspace.com slideshare.net
friendster.com naymz.com stumbleupon.com
getsatisfaction.com ning.com tumblr.com
8


disclaimer

All figures are from one source: Google Doubleclick Ad Planner.

We only analyze website traffic. Google Doubleclick Ad Planner does not take in count: native
mobile application use, neither third party clients.

Google company does not deliver any statistics for the Swiss market about the use of its own
services like Youtube, Picasa, Google+, except Blogger. Of course it does not mean that Swiss
people do not use those platforms.

9


what is our report?

• Issued since 2009
• Focus on the top 15 social networks site in Switzerland market
• 2 issues a year
• Collecting data from Doubleclick Ad Planner by Google
• 11 markets coared in issue 2011#2
• 65 platforms scanned
• Website trafic only, no statistics for mobile apps

10


methodology

data
gathering analyse insight strategy action roi

11


available since

Famous social networks sites were founded in...
2003 > Myspace
2003 > Linkedin
2004 > Facebook (university network)
2005 > Youtube
2005 > FlickR
2006 > Facebook (opened to the public)
2006 > Twitter
2007 > Tumblr
2009 > Foursquare
2009 > Spotify
2010 > Instagram
2011 > Google+

12


unique visitors (UV) TOP 15

Unique Visitors
CH - Unique Visitors - UV (10.2011)
6'000'000

5'100'000
5'000'000

4'000'000

3'000'000

2'000'000

1'000'000
420'000 390'000 390'000
240'000 180'000 160'000 150'000 130'000 110'000
84'000 48'000 44'000 30'000 22'000
0
facebook.com

twitter.com

linkedin.com

dailymotion.com

flickr.com

xing.com

vimeo.com
orkut.com

myspace.com

tumblr.com

hi5.com

scribd.com

slideshare.net

twitpic.com

ning.com
14
Note: Unique Visitors (UV) - The estimated, unduplicated number of people who visit a site over a specific month.
With the unique visitors (users) metric, you can get an idea of the percent of your target audience you can reach.


reach (%) TOP 15

Reach
CH - Reach (10.2011)
70 %
61.9 %
60 %

50 %

40 %

30 %

20 %

10 % 5.2 % 4.7 % 4.8 %
2.9 % 2.2 % 2.0 % 1.8 % 1.6 % 1.4 % 1.0 % 0.6 % 0.5 %
0%
facebook.com

twitter.com

linkedin.com

dailymotion.com

flickr.com

xing.com

vimeo.com
orkut.com

myspace.com

tumblr.com

hi5.com

scribd.com

slideshare.net
15


age TOP 15

CH - Age Span (10.2011)

facebook.com 0-17
18-24
twitter.com 25-34
linkedin.com 35-44
45-54
dailymotion.com 55-64
65
flickr.com
xing.com
orkut.com
myspace.com
vimeo.com
tumblr.com
hi5.com
scribd.com
slideshare.net
twitpic.com
ning.com
0% 25 % 50 % 75 % 100 %

Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

16


male / female balance TOP 15

CH - Male/Female Balance (10.2011)

facebook.com H
F
twitter.com
linkedin.com
dailymotion.com
flickr.com
xing.com
orkut.com
myspace.com
vimeo.com
tumblr.com
hi5.com
scribd.com
slideshare.net
twitpic.com
ning.com
0% 25 % 50 % 75 % 100 %


17


average visits per visitor TOP 15

CH - Average Visits per Visitor/month - AV (10.2011)
15.0

12.5
CH
10.0

7.5

5.0

2.5

0
facebook.com

twitter.com

linkedin.com

dailymotion.com

flickr.com

xing.com

vimeo.com
orkut.com

myspace.com

tumblr.com

hi5.com

scribd.com

slideshare.net

twitpic.com

ning.com

18


average visits per visitor TOP 15

Average Visits per Visitor/month - AV (10.2011)
15.0
CH
Global
12.5

10.0

7.5

5.0

2.5

0
facebook.com

twitter.com

linkedin.com

dailymotion.com

flickr.com

xing.com

vimeo.com
orkut.com

myspace.com

tumblr.com

hi5.com

scribd.com

slideshare.net

twitpic.com

ning.com

19


average time on site TOP 15

CH - Average Time on Site - ATS (in min.) (10.2011)
30

25
CH
20

15

10

5

0
facebook.com

twitter.com

dailymotion.com

linkedin.com

flickr.com

xing.com

vimeo.com
orkut.com

myspace.com

tumblr.com

hi5.com

scribd.com

slideshare.net

twitpic.com

ning.com

20


average time on site TOP 15

Average Time on Site - ATS (in min.) (10.2011)
30

25
CH
Global
20

15

10

5

0
facebook.com

twitter.com

dailymotion.com

linkedin.com

flickr.com

xing.com

vimeo.com
orkut.com

myspace.com

tumblr.com

hi5.com

scribd.com

slideshare.net

twitpic.com

ning.com

21

4. Social Networks’ Evolution


4. Social networks’ evolution / A. Comparison TOP 15

CH Country UV > Comparison - March 2011 vs October 2011

March 2011
October 2011
CH Country UV
6'000'000

5'100'000
4'800'000

3'600'000

2'400'000

1'200'000
420'000 390'000 390'000
240'000 180'000 160'000 150'000 130'000 110'000
84'000 48'000 44'000 30'000 22'000
0
facebook.com

twitter.com

dailymotion.com

linkedin.com

flickr.com

xing.com

vimeo.com
orkut.com

myspace.com

tumblr.com

hi5.com

scribd.com

slideshare.net

twitpic.com

ning.com
23




March 2011
October 2011
CH Country UV (without Facebook) without face
700'000
book
600'000

500'000
420'000
390'000 390'000
400'000

300'000
240'000

200'000 180'000
160'000 150'000
130'000
110'000
100'000 84'000
48'000 44'000 30'000 22'000
0
twitter.com

dailymotion.com

linkedin.com

flickr.com

xing.com

vimeo.com
orkut.com

myspace.com

tumblr.com

hi5.com

scribd.com

slideshare.net

twitpic.com

ning.com
24




Comparison - March 2011 vs October 2011 (CH Country UV)

facebook.com 10.9 %
twitter.com -10.6 %
dailymotion.com -43.5 %
linkedin.com 2.6 %
flickr.com -44.2 %
xing.com -10.0 %
orkut.com -5.9 %
myspace.com -57.1 %
vimeo.com -13.3 %
tumblr.com 0%
hi5.com -58.0 %
scribd.com -60.0 %
slideshare.net -6.4 %
twitpic.com 0%
ning.com -43.6 %
-60 % -50 % -40 % -30 % -20 % -10 % 0% 10 % 20 %

25


4. Social networks’ evolution
unique visitors (uv)

In the last six month, UV statistics are sinking for most of the networks excepting Facebook.

Since March, Facebook has gained slight traffic and levels off with 5'100'000 UV in October
2011. With 61.1% reach in October (March: 61%), Switzerland is far above worldwide average:
51 % (March: 46.7'%).

• The big 3 in Switzerland: Facebook, Twitter, Linkedin
• Twitter goes down to 5.2% (March: 6.3%).
• Linkedin is on the loss with 4.7% (March: 5.1%).

26



CH Country reach > Comparison - March 2011 vs October 2011

March 2011
October 2011
CH Country Reach
70 %
61.9 %
60 %

50 %

40 %

30 %

20 %

10 % 5.2 % 4.8 % 4.7 %
2.9 % 2.2 % 2.0 % 1.8 % 1.6 % 1.4 % 1.0 % 0.6 % 0.5 % 0.4 % 0.3 %
0%
facebook.com

twitter.com

dailymotion.com

linkedin.com

flickr.com

xing.com

vimeo.com
orkut.com

myspace.com

tumblr.com

hi5.com

scribd.com

slideshare.net

twitpic.com

ning.com
27


4. Social networks’ evolution / A. Comparison
CH Country reach > Comparison - March 2011 vs October 2011

March 2011
October 2011
CH Country Reach (without Facebook) without face
10 %
book
9%

8%

7%

6% 5.2 %
4.8 % 4.7 %
4%

3% 2.9 %
2.2 % 2.0 %
2% 1.8 % 1.6 % 1.4 %
1.0 %
1% 0.6 % 0.5 % 0.4 % 0.3 %
0%
twitter.com

dailymotion.com

linkedin.com

flickr.com

xing.com

vimeo.com
orkut.com

myspace.com

tumblr.com

hi5.com

scribd.com

slideshare.net

twitpic.com

ning.com
28


4. Social networks’ evolution / A. Comparison
CH Country av > Comparison - March 2011 vs October 2011

Comparison - March 2011 vs October 2011 CH average Visits per Visitors (AV)

facebook.com -72.3 %

dailymotion.com -52.0 %

twitter.com -48.5 %

flickr.com -35.0 %

linkedin.com -40.7 %

myspace.com -99.5 %

hi5.com -56.1 %

xing.com -48.7 %

orkut.com -59.3 %

vimeo.com 712.5 %

scribd.com -43.3 %

tumblr.com -40.7 %


-100 % 0% 100 % 200 % 300 % 400 % 500 % 600 % 700 % 800 %

29


average number of visits (AV)

The average number of visits per user/month is sinking too. Stats do not take in account mobile
apps’ use like Facebook and Twitter native apps and also third-party clients like Hootsuite,
Tweetdeck, Seesmic, etc.

• Facebook minus 72.3% (!) with an average of 7.2 visits per user/month in October (March: 26)
See Facebook minus! slide #37

• Twitter minus 48.5% (!) with 1.70 visits per user/month (March: 3.3)
• Vimeo rockets to 712.5% but it must be a data aberration (or Vimeo started trending among
mainstream audience. It’s a video platform with a very strong User Centered Design interface).

30


average time on site (ATS) no graphic

The user spends more time by visits and we see a clear raise since march on media oriented
platforms like:

• Dailymotion (+26% with 13''10'),
• Vimeo (+57% with 8'),
• Flickr (+14.3% with 8'),
• Scribd (+55.9% with 5'30'').
We need to keep in mind that statistics don’t tell what kind of content is shared and published.
Quantity vs quality.

• Facebook loses 8% (21'40''),
• Twitter minus 4% (7'10'').

31


the big fall

MySpace has lost its shine facing Facebook, Youtube and other communities specialized in
streaming music like Spotify, etc. According to some strategical faux-pas by MySpace, the
company didn't catch up with Facebook's Page and the growing success of video media on
Youtube, Vimeo and Dailymotion.

• 350’000 UV (March) to 150’000 UV (October), which is minus 57.1%.
• 4.7% reach (March) to 2% reach (October)
• AV : 1.9 (March) to 0.01 (October). Close to zero.
• ATS: 5’’40’ to 12’’20’. Maybe some users are spending time deleting their content...

32


key findings

A kind of slow down among users is happening around Facebook as suggested the
GlobalWebIndex's in Wave 5 Trends report (August 2011): "Facebook is no longer the one stop
shop for total internet experience". (Source: GlobalWebIndex). On top of that, users are
increasingly connecting via mobile app or third party clients to their favorite social networks
sites. The growing mobile adoption opens a boulevard to the most pervasive device for social use.

33


key findings

SoLoMo

Information and media consumption is constantly changing. People are nomadic and rely
actively on their smartphone to connect to their centers of interest. Users expect now to have a
continuous personalized and contextual service in real-time. We call it SoLoMo: Social, Local,
Mobile. According to comScore, the number of people accessing social networks sites using their
mobile phone in France, Germany, Italy, Spain and UK has grown by 44%
(Source: ComScore). Morgan Stanley Research expect mobile internet use to overpass desktop
internet use by 2014. Finally, according to Adam Sarner from Gartner Inc., "by 2015, digital
strategies, such as social and mobile marketing, will influence at least 80% of consumers’
spending".

34


key findings

Consuming multimedia

While using desktop devices, people seem to spend more time on exploring User Generated
Content (UGC) platforms like Youtube, Vimeo (video), Flickr (image) and Slideshare, Scribd
(documents). Consuming video, images and documents is done on every kind of devices but is
probably more convenient on desktop devices set with large screens while working, studying,
analyzing and collecting information; or even watching content with your family and friends on
your TV using a home sharing feature like Apple TV. iPad: most of the users consume these
platforms via their Safari browser so are included in the source of our statistics. Ipad penetration
in Switzerland was of 110‘000 units in 2010. Forecasts for 2011 are planning about 300’000
more units. (Source: ICTJournal and ComScore).

35


key findings

The Big 3

Facebook, Twitter, Linkedin (and Youtube) settle down definitely as the Big 3 (4) and the less
risk-taking combinaison. But beware of those kind of easy recipe, platforms must be selected
accordingly to objectives not because your competitors are using them.

36


key findings

Facebook minus!

Minus 72.3% visits per user/month is a dramatic fall. Although a constant increase of UV and
reach, the decrease on AV (probably due to growing mobile use; mobile data is not tracked by
our source Google DoubleClick Ad Planner) let us wondering if the effectiveness of special adds-
on (called tabs or apps) built by agencies like landing pages, competitions, forms and other
features are worth the try, because they are obviously invisible to users connecting through
Facebook mobile app. Visibility of Social Ads like Facebook Ads and Sponsored Stories are also
questionable. How are your going to reach your custormer?

• UV: 4’600’000 (March) to 5’100’000 (October)
• Reach: 61% (March) to 61.9% (October)
• AV: 26 (March) to 7.2 (October) visits per user/month: minus 72.3% (!)
• ATS: 23’’20‘ (March) to 21’’40’ (October)

37


key findings

Technological thought

Technology has also reached a point of convergence: mobile devices, platforms and
programming languages. Mobile use is more than mobile native apps exclusively available on
dedicated stores like App Store or Androïd Store. There is a surge now of web apps: a mobile
version of your website or a web service developed in HTML5. It offers much more opportunities
and accessibility with less expensive development.

38


key findings

Brands priority

Reasons why going mobile should be brands priority (source: Google Think Insights http://
www.thinkwithgoogle.com/insights/featured/understanding-mobile-users/):

1. 85% of mobile devices will be web enabled by next year.

2. Mobile search has grown 4x in the past year.

3. 1 in 3 mobile searches have local intent.

4. 30% of restaurant searches are from mobile devices.

39


recommandations

★ Strategy is key. If you don’t know why social media is important to your marketing strategy
who will? First thing first: Do not focus on plateforms but objectives. Align social media
objectives to your business and marketing objectives, understand your audience, what is the
purpose of your social media program, what you will deliver, how you will engage and
monitor. Only then select tools that fit accordingly to your objectives. Strategy first!

★ Deliver a seamless user experience from offline to digital marketing on every single
touchpoint with the consumer: better product development, analyzing user behavior,
defining user experience, great web design and tough service design.

★ Develop your brand on several platforms with purpose in order to build a rich and compelling
storytelling that offers multiple touchpoints for your different targets.

★ Don't underestimate your clients and prospects: they don't make any difference between your
brand online and your brand offline (in-store, hotline, event, etc.). For them your are one
only brand.

40


4. Social networks’ evolution / B. Comparison
CH Country UV > Comparison - september 2009 vs October 2011

Comparison - September 2009 vs October 2011 (CH Country UV)

facebook.com 168 %

twitter.com 147 %

linkedin.com 225 %

flickr.com -8 %

myspace.com -58 %

scribd.com 23 %

slideshare.net 193 %

delicious.com -25 %

digg.com -77 %

friendfeed.com -100 %

-100 % -50 % 0% 50 % 100 % 150 % 200 % 250 % 300 %

41


CH AV > Comparison - September 2009 vs October 2011

Comparison - September 2009 vs October 2011 (CH Average Visits per Visitor - AV)

facebook.com -82.4 %

twitter.com -81.7 %

flickr.com -77.2 %

linkedin.com -76.8 %

myspace.com -99.9 %

scribd.com -75.0 %


digg.com -78.0 %

delicious.com -72.1 %

-100 % -90 % -80 % -70 % -60 % -50 % -40 % -30 % -20 % -10 % 0%

42


september 2009 vs October 2011

Global evolution of social media adoption shows that use of social media has definitely become
mainstream.

• Increase by 168% for Facebook. Even if Facebook is still increasing its community and taking a
lot of traffic from many other social networks, the adoption is slowing down. Adoption in
developed countries has reached its maturity.

• 147% for Twitter
• 225% for Linkedin.
• Youtube doesn’t deliver statistics for the Swiss market, it should have a strong reach according
to reach scores in european countries (see slide 47 : Social Reach - Swiss Neighbors).

• MySpace is sinking. This shows that what is considered mainstream or hype today can
disappear tomorrow. Every single change or improvement social suppliers made to their
services and product can be a success or can be a fatal strategic move. Today it is Facebook.
Tomorrow who knows.

• Delicious, a former Yahoo company, created a panic this year when a rumor invaded the net,
just saying Yahoo would shut down the service. Finally users can sleep tight. Delicious has
been sold to Avos Systems in April and is an ongoing service.
43


key findings

Social Media is not considered a fad anymore. Social media is full part of the digital marketing
tools that helps brands grow and connect with their actual and future clients. Companies that
keep away from taking part in the conversation choose to remain in the unknown of deaf and
blind vision.

The adoption of social media is now mainstream among users: we live in a post-digital world and
the essence of social media is constant change. Nothing is granted. It means brands and their
agencies have two missions: listening to their users and engaging them, plus keep exploring new
technologies to stay competitive in this fast-moving world.

While social media is still growing, we have now reached a new step toward maturity. We notice
late user’s majority1 is joining the big 3 like Facebook, Twitter and Linkedin. Users of the first
days reach a kind of disillusion: there are more and more devices and platforms, users don't have
more time accordingly.

As time goes by, more than 1 in 4 internet users in Switzerland are set with a smartphone and get
to check less often their social media platform through a desktop device. Growing mobile use is
key to that change. People check many times a day their social media profiles with their
smartphone. More data, more information and the tease of real-time is the open door to feeling
the Fear Of Missing Out (FOMO) syndroma.

1. Diffusion of innovation - http://en.wikipedia.org/wiki/Diffusion_of_innovations 44


recommandations

★ Give it a try. Not planning for social media use is more risky than doing nothing.
★ Conversations about your brand happen with or whitout you, anywhere, anytime. You had
better listen to be able to engage, learn and improve if necessary.

★ Do not focus blindly on the Big 3 (Facebook, Twitter, Linkedin), maybe they are not
appropriate for your brand.

★ Do not think tools and plateforms. First define your objectives: what is the purpose of social
media in your marketing strategy. Why should I use it? On what purpose?

★ Partner with reliable profesionals.

45

5. Switzerland
and other countries


5. Switzerland and other countries
social reach - Europe & the world
Social Reach - Swiss Neighbors (10.2011)
90 %

80 %

70 %

60 %

50 %

40 %

30 %

20 %

10 %

0%
Switzerland France Germany Italy Global

facebook.com youtube.com twitter.com wordpress.com linkedin.com orkut.com
dailymotion.com flickr.com tumblr.com myspace.com blogger.com scribd.com

Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 47


Social Reach - Europe (10.2011)
90 %

80 %

70 %

60 %

50 %

40 %

30 %

20 %

10 %

0%
Switzerland France Germany Italy UK Spain Netherlands Global


Note: No data for Youtube Switzerland and Spain in Doubleclick AdPlanner. 48


Social Reach - Global (10.2011)
80 %

70 %

60 %

50 %

40 %

30 %

20 %

10 %

0%
Switzerland USA Russia Brazil Japan Global


Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 49



We observed the reach of a few platforms in 11 countries.

• The Big 4 dominates global social networks sites usage: Facebook (World’s reach: 51%),
Youtube (46.7%), Twitter (9.2%) and Linkedin (4.7%).

• European social media sites like the French Dailymotion (video) and the German Xing
(personal branding) have an impressive reach in their own country but less impact on a global
scale.

• The famous blogging platform Wordpress grab success with its free online solution.
• Linkedin has an above average reach in the Netherlands (21.8%), because of solid programs
and partnerships that helped raise awareness and engagement.

• Twitter is rocketing with highest participation’s rate in the Netherlands (26.4%).
• The Netherlands (26.4%), Brazil (19.7%) and Japan (21.5%) are still dominating global
participation on Twitter.

50



• Since 2009, Brazil has encountered a growing mobile phone adoption as landlines are
expensive and pretty much reserved to wealthy citizens. Twitter is decreasing to 19.7% reach.

• In Europe, Twitter get terrific reach in The Netherlands (26.4%), UK (15.10%), Spain
(11.30%), Germany (7.7%), France (6.4%). Switzerland is not far from France, with 6.3%.

Source - Twitter Brazil: http://www.time.com/time/world/article/0,8599,2026442,00.html

51


Social reach - networks look up

Social Reach - Facebook (10.2011)
90 %

80 %

70 %

60 %

50 %

40 %

30 %

20 %

10 %
61.1 % 67.5 % 61.9 % 81.4 % 81.6 % 74.7 % 68.3 % 75.2 % 23.9 % 67.9 % 17.7 % 51.0 %
0%
France

Germany
Switzerland

UK

Italy

Spain

Netherlands

USA

Russia

Brazil

Japan

Global
52



Social Reach - Youtube (10.2011)
80 %

70 %

60 %

50 %

40 %

30 %

20 %

10 %
0% 56.1 % 51.4 % 61.5 % 61.7 % 0% 68.7 % 62.5 % 42.6 % 75.1 % 50.8 % 46.7 %
0%
France

Germany
Switzerland

UK

Italy

Spain

Netherlands

USA

Russia

Brazil

Japan

Global
Note: No data for Youtube Switzerland and Spain in Doubleclick AdPlanner.
53



Social Reach - Twitter (10.2011)
30 %

25 %

20 %

15 %

10 %

5%

5.1 % 6.2 % 6.3 % 16.1 % 5.7 % 12.2 % 26.4 % 13.5 % 8.4 % 19.7 % 21.5 % 9.2 %
0%
France

Germany
Switzerland

UK

Italy

Spain

Netherlands

USA

Russia

Brazil

Japan

Global
54



Social Reach - Flickr (10.2011)
8%

7%

6%

5%

4%

3%

2%

1%
2.9 % 2.6 % 3.2 % 7.5 % 3.9 % 5.7 % 5.2 % 5.8 % 1.5 % 4.3 % 1.8 % 3.2 %
0%
France

Germany
Switzerland

UK

Italy

Spain

Netherlands

USA

Russia

Brazil

Japan

Global
55



Social Reach - Linkedin (10.2011)
30 %

25 %

20 %

15 %

10 %

5%

4.7 % 4.3 % 2.4 % 12.1 % 5.2 % 7.6 % 21.8 % 12.3 % 1.1 % 4.7 % 0.4 % 4.7 %
0%
France

Germany
Switzerland

UK

Italy

Spain

Netherlands

USA

Russia

Brazil

Japan

Global
56



Social Reach - Tumblr (10.2011)
6%

5%

4%

3%

2%

1%

1.5 % 1.8 % 2.2 % 4.7 % 1.7 % 2.5 % 2.5 % 5.3 % 1.3 % 4.8 % 2.2 % 2.2 %
0%
France

Germany
Switzerland

UK

Italy

Spain

Netherlands

USA

Russia

Brazil

Japan

Global
57



Facebook - Has reached a kind of maturity and is now extending its services with new built-in
features, like Spotify (social music streaming). Usage is also flocking to mobile use with brand
new apps for smartphone et tablets. This mobile adoption justify a less stunning progression
than ever before in our report.

Youtube - People spend more time watching videos. Statistics here don't reflect the surge of
video use through mobile device: Mobile subscription are cheaper and give access to more data
download per month. The Youtube site redesign released on early December 2011 will for sure
help grow traffic. User interface improvements and a better user experience is meant for helping
to develop loyalty to the service. On top of that, Google is revamping and developing strong
connection between their products and has launched a promising Think Insights (source: http://
www.thinkwithgoogle.com/insights/)

Twitter - Since the beginning, the access to Twitter has been available through various desktop
and mobile clients. According to comScore, Twitter has doubled its mobile audience in 2011.

58



Flickr - Globally on the loss. Flickr didn't catch and adapt its platform to mobile growing
adoption. Companies like Instagram (5 million users and 200 million photos in less than one
year for an exclusive iPhone app. It took Flickr 2 years to reach the 100 million milestone. -
source: http://statspotting.com/2011/09/instagram-statistics-over-200-million-photos-
total-50-million-in-august-alone/) did catch the opportunity of mobile phone's camera feature
you carry with you everywhere and built a terrific app. Taking pictures is a basic feature, but
enhancing them with arty filters and sharing them on several social networks at a glance is a
powerful way to spread your DNA whether you are a commercial brand or a personal brand.

LinkedIn - Keeping the same shape in every country on a desktop basis. According to comScore
Linkedin has doubled its mobile audience in one year. Connecting professionnals, taking part in
groups to share once expertise, having a company page to promote products, news and job
descriptions. The job search market is definitely migrating to social networks site and digital
world. Googlelizing a future employee gives an snapshot of its network and let you identify
weakness in their resume.

Tumblr - The niche blog that uses a kind of Facebook-like and retweet-like feature help spread
content from desktop as from mobile. On the rise in UK, Spain, USA and Brazil.

59


Social reach - type of networks

Social Reach - Video (10.2011)
80 %
75.1 %

70 % 68.7 %

61.5 % 61.7 % 62.5 %
60 % 56.1 %
51.4 % 50.8 %
50 % 46.7 %
42.6 %
40 %

30 %

20 %

10 %

0% 0%
0%
Switzerland France Germany Italy UK Spain Netherlands USA Russia Brazil Japan Global

youtube.com dailymotion.com vimeo.com ustream.tv blip.tv

Note: No data for Youtube Switzerland and Spain in Doubleclick AdPlanner. 60



Social Reach - Pictures (10.2011)
8%
7.5 %

7%

6% 5.7 % 5.8 %
5.2 %
5%
4.3 %
3.9 %
4%
3.2 % 3.2 %
2.9 %
3% 2.6 %

2% 1.8 %
1.5 %

1%

0%

flickr.com twitpic.com picasa.com

Note: No data for Picasa Switzerland in Doubleclick AdPlanner. 61



Social Reach - Personal Branding (10.2011)
25 %

21.8 %

20 %

15 %

12.1 % 12.3 %

10 %
7.6 %

5.2 %
4.7 % 4.3 % 4.7 % 4.7 %
5%
2.4 %
1.1 %
0.4 %
0%

linkedin.com xing.com plaxo.com gist.com naymz.com

62



Social Reach - Blogging (10.2011)
20 %

16.3 %
14.8 %
15 %

10.0 % 10.1 %
10 % 9.3 %
8.4 %
6.9 %
6.3 %
5.7 % 5.7 %
5% 4.3 %

2.4 %

0%

wordpress.com blogger.com tumblr.com typepad.com posterous.com movabletype.com

63



Social Reach - Collecting (10.2011)
4.0 %
4%
3.6 %

3%

2%

1.5 %

1.1 %
1.0 % 1.0 %
1% 0.9 %
0.6 % 0.6 %
0.5 % 0.5 %
0.2 %

0%

scribd.com slideshare.net digg.com
stumbleupon.com delicious.com reddit.com

64


key findings

Image and video are easy and ambient formats to convey an atmosphere. Mobile phones now
offer powerful and reliable built-in cameras that help users in sharing in real-time pictures and
videos on social networks and/or blogging platforms. Video and image use will keep growing as
bandwith is increasing and telecom subscriptions cheaper. Keep it in mind!

Youtube takes it all. However not every video platform convey neither the same philosophy and
type of content nor respond to the same need and attract the same kind of users and
contributors. Vimeo is an interesting niche network with very neat and demanding community:
commercial content is not tolerated, but creatives, agencies, directors, etc. are very welcome. You
won't find any kitten and baby-only videos there but truly arty and specialized content.

Vimeo has an equivalent in the photo segment: Instagram. We have already declared our love for
that picture app (see "Picturize your life - Pimp your everyday" in Defining Social Networks in
Switzerland - Issue 2011#1). Apart from filters and geolocation, the simple use and sharing
features help spread the content to different mainstream social networks sites (Facebook,
Twitter, Tumblr, Posterous, Foursquare, Flickr) which in turn make not only the content visible,
but Instagram app itself. It means niche communities have found a smart way to drive back
mainstream communities to their services. We also observe the emergence of niche communities
like Pinterest that offer personalization and helps users collect and share content on purpose.

65


key findings

Niche social networks like Foursquare and Instagram that had huge social media and PR
coverage in 2011 only catch up with few marketers and brands. Although reach is high among
Swiss early adopters (which means lots of influencers), marketers and brands seem reluctant to
explore those communities because they are not mainstream enough. As a result, some vivid
early users of Foursquare quit the service because of lack of sufficient critical mass to have the
full Foursquare’s experience. In Switzerland, we are currently not using these two networks
properly for brands.

Companies and users create huge amount of data. Some is forgettable, but others should remain
available. Brands should think about archiving and making their content searchable. The best
use of social media is having a self-hosted blog and cross-posting content on several social
networks sites. Collecting and gathering information is capturing on-the-fly the content brands
create and spread: videos, pictures, streaming webcasts users can watch and download long after
the event, weekly dose of your brand through podcasts, webinars, white papers, blog posts, etc.

Sky is the limit.

66

We think and design user experiences
for a digital world.
Just relax. Together we can make it simple.

STRATEGY
Social audit / Brand-communication
strategic Planning
Social media program

interaction
Interface audit
Multi plateforms content Strategy
interaction design

DESIGN
Digital branding
Visual experience

Research Integration Interaction design

Data collect Vision Content Architecture Quality control

Strategy Collaboration User experience Training

Analysis Ideation Iteration User testing

Planning Prototyping Visual design

Business Opportunities _____________________________________________________________________
____________________ Technology Trends ___________________________________________________
_______ Social Media Trends ______________________________________________________________
_______________________________ Market trends __________________________________________
____________________________________ User Centered Design _________________________________
___________________ Design Thinking ____________________________________________________
_______________________________________ Service Design __________________________________
_____________________________________________________ Consulting ______________________

The vision, knowledge and skills of each
contributor leads to a solution. It is a process,
a combination and not a sum.

We integrate our clients' teams to access the
problem as a whole while keeping a distance
for advice.

OFFICE
Relax In The Air Sàrl
Rue de Genève 97
CH-1004 Lausanne
hello@relaxintheair.com

www.relaxintheair.com
www.twitter.com/relaxintheair
www.linkedin.com/company/relax-in-the-air
www.facebook.com/relaxintheair

MANAGEMENT
Sabine DUFAUX, Co-Founder & Strategic Planner
sabine@relaxintheair.com - +41 79 745 30 74 - www.twitter.com/sdufaux

MC CASAL, Co-Founder & Digital Art Director
mc@relaxintheair.com - +41 76 539 77 01 - www.twitter.com/mccasal

Defining Social Networks in Switzerland 2011#2

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