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defining
social networks
in switzerland
Issue 2011#1


                  Relax In The Air

a   RITA report
defining social networks in switzerland 2011 #1
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
  usage in Switzerland. Previously edited 6 time a year, the report has been issued twice a year
  since November 2010. This report has now two issues a year: Spring & Fall.

  We choose to make this report as transportable as it can to suit all your reader’s needs. It is freely
  available on Slideshare http://slidesha.re/RITA12011.


  For more questions, inquiries, workshops, please contact us:
  hello@relaxintheair.com and follow us on Twitter @relaxintheair


  Previous issues of the report can be found online on Slideshare:
  www.slideshare.net/sdufaux.




                                                                                                           2
defining social networks in switzerland 2011 #1
table of content
  Introduction
  ...........................................................
  Main Social Networks in Switzerland  Unique Visitors
                                       Reach
                                       Age Span
                                       Male/Female Balance
                                       Average Visits per visitor
                                       Average Time on Site
  ...........................................................
  Social Networks Evolution            Unique Visitors
                                       Reach
  ...........................................................
  Switzerland and other Countries      Europe & World
                                       Networks lookup
                                       Some types of networks
  ...........................................................
  Trends & usage                         Curation
                                         Picturize your life
                                         Gamification
                                         Social shopping
                                         Social funding
                                         Collective consumption
                                                                    3
defining social networks in switzerland 2011 #1
introduction

  There are a lot of studies about social media in Europe. Surprisingly Switzerland is seldom
  monitored or part of European studies.

  In 2009, Brian Solis observed that social networks users were mostly feminine. Being not sure
  that the american rule was the same elsewhere, I decided to use the same tools and data as Mr
  Solis and see for myself.

  Since then, lanscape has changed and social media has surged.




  About our main source:
  Data is from Doubleclick Ad Planner, March 2011, collected in late April 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.




                                                                                                                           4
defining social networks in switzerland 2011 #1
introduction

  Raw data was collected for a selection of 66 sites and social platforms, covering 11 countries:
  Switzerland, France, Germany, Italy, UK, Spain, Netherlands, USA, Russia, Brazil and Japan.
  The analysis reflects the 20 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              getsatisfaction.com       ning.com                 tumblr.com
  bebo.com                  gist.com                  orkut.com                tweetdeck.com
  blip.tv                   googlewave.com            paper.li                 twitpic.com
  blogger.com               gowalla.com               peoplebrowser.com        twitter.com
  brightkite.com            hi5.com                   picasa.com               typepad.com
  buzz.yahoo.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
                                                                                                     5
Main social Networks in CH
defining social networks in switzerland 2011 #1
main social networks                                                                                                    TOP 20


   Unique Visitors


                                                                                                                        CH - Unique Visitors (03.2011)
5'000'000
            4'600'000



4'000'000



3'000'000



2'000'000



1'000'000
                              690'000
                                                  470'000 430'000 380'000
                                                                          350'000
                                                                                                            200'000 200'000 170'000 150'000 120'000 110'000
                                                                                                                                                            47'000                                      39'000      33'000             32'000 30'000 29'000 20'000                         18'000
        0
               facebook.com


                                dailymotion.com


                                                    twitter.com


                                                                  flickr.com


                                                                               linkedin.com


                                                                                              myspace.com


                                                                                                              hi5.com


                                                                                                                          xing.com




                                                                                                                                                 vimeo.com
                                                                                                                                     orkut.com




                                                                                                                                                             scribd.com


                                                                                                                                                                          tumblr.com


                                                                                                                                                                                       slideshare.net


                                                                                                                                                                                                         ning.com


                                                                                                                                                                                                                     stumbleupon.com


                                                                                                                                                                                                                                        digg.com


                                                                                                                                                                                                                                                   twitpic.com


                                                                                                                                                                                                                                                                 last.fm


                                                                                                                                                                                                                                                                           delicious.com


                                                                                                                                                                                                                                                                                            posterous.com
                                                                                                                                                                                                                                                                                                    7
defining social networks in switzerland 2011 #1
main social networks                                                TOP 20




                                                                             Country Unique Visitors |

                                                                             Facebook has been the leader for
                                                                             months. Zuckerberg’s service is really
                                                                             far upfront.
                                                                             Some people argue that several
                                                                             millions of accounts are trolls (false
                                                                             accounts) or accounts of passed away
                                                                             people. Even if this is true, Facebook is
                                                                             still be the largest community of our
                                                                             time.




  Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                                   8
defining social networks in switzerland 2011 #1
main social networks                                                                                              TOP 20


   Reach


                                                                                                                            CH - Reach (03.2011)
70 %
       61.0 %
60 %


50 %


40 %


30 %


20 %

                          9.2 %
10 %                                         6.3 % 5.7 % 5.1 % 4.7 %
                                                                                                      2.6 % 2.6 % 2.2 % 2.0 % 1.6 % 1.5 %
                                                                                                                                          0.6 % 0.5 % 0.4 % 0.4 % 0.4 % 0.4 % 0.3 % 0.2 %
 0%
           facebook.com


                           dailymotion.com


                                              twitter.com




                                                                                                                                                                                                                                                                                posterous.com
                                                            flickr.com


                                                                         linkedin.com


                                                                                        myspace.com


                                                                                                       hi5.com


                                                                                                                 xing.com




                                                                                                                                         vimeo.com
                                                                                                                             orkut.com




                                                                                                                                                     scribd.com


                                                                                                                                                                  tumblr.com


                                                                                                                                                                               slideshare.net


                                                                                                                                                                                                ning.com


                                                                                                                                                                                                           stumbleupon.com


                                                                                                                                                                                                                             digg.com


                                                                                                                                                                                                                                        twitpic.com


                                                                                                                                                                                                                                                      last.fm


                                                                                                                                                                                                                                                                delicious.com
                                                                                                                                                                                                                                                                                                9
defining social networks in switzerland 2011 #1
main social networks                                                TOP 20




                                                                             Country Reach |

                                                                             Reach progress follows the Unique
                                                                             Visitor curve.




  Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                                 10
defining social networks in switzerland 2011 #1
main social networks                                                        TOP 20


                                                     CH - Age Span (03.2011)

    facebook.com                                                                                      0-17
 dailymotion.com                                                                                      18-24
       twitter.com                                                                                    25-34
                                                                                                      35-44
         flickr.com                                                                                   45-54
     linkedin.com                                                                                     55-64
     myspace.com                                                                                      65
            hi5.com
          xing.com
         orkut.com
        vimeo.com                                                                                   Age Span |
        scribd.com
       tumblr.com
    slideshare.net                                                                                  The 35-44 segment is the most
          ning.com
                                                                                                    present on social networks. The
stumbleupon.com
          digg.com                                                                                  18-24 segment is underrepresented
       twitpic.com                                                                                  here. Those informations are
             last.fm
    delicious.com                                                                                   estimated as they are combining
   posterous.com                                                                                    sample user data from various
                       0%                     25 %                       50 %        75 %   100 %   Google products and services and
                                                                                                    opt-in direct-measured site-centric
                                                                                                    data.
       Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                                                  11
defining social networks in switzerland 2011 #1
main social networks                                                        TOP 20


                                         CH - Male/Female Balance (03.2011)

    facebook.com                                                                                      H
 dailymotion.com                                                                                      F
       twitter.com
         flickr.com
     linkedin.com
     myspace.com
            hi5.com
          xing.com
         orkut.com
        vimeo.com
        scribd.com
       tumblr.com
    slideshare.net                                                                                  F/M Balance |
          ning.com
stumbleupon.com
          digg.com                                                                                  The balance between male and
       twitpic.com
                                                                                                    female usage of social networks is
             last.fm
    delicious.com                                                                                   unchanged and mostly male.
   posterous.com
                       0%                     25 %                       50 %        75 %   100 %




       Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                                                  12
0
                                                                                       5
                                                                                           10
                                                                                                15
                                                                                                     20
                                                                                                          25
                                                                                                               30
                                                                      facebook.com


                                                                   dailymotion.com


                                                                        twitter.com


                                                                         flickr.com


                                                                       linkedin.com


                                                                      myspace.com


                                                                           hi5.com
                                                                                                                                                             main social networks




 Note: No data for Youtube Switzerland in Doubleclick AdPlanner.
                                                                          xing.com


                                                                         orkut.com
                                                                                                                                                                TOP 20




                                                                         vimeo.com


                                                                        scribd.com


                                                                        tumblr.com


                                                                      slideshare.net
                                                                                                                    CH - Avr. Visits per visitor (03.2011)




                                                                          ning.com


                                                                   stumbleupon.com


                                                                          digg.com


                                                                        twitpic.com
                                                                                                                                                                                    defining social networks in switzerland 2011 #1




                                                                             last.fm


                                                                      delicious.com
13




                                                                     posterous.com
defining social networks in switzerland 2011 #1
main social networks                                                                                                                                         TOP 20
                                                                                                                                                                                                                                                                                          CH
                                                                                                                                                                                                                                                                                          Global

                                                                                                 Avr. Visits per visitor (03.2011)
40

35

30

25

20

15                                                                                                                                                                                                                                                                                             Average Visits |
10
                                                                                                                                                                                                                                                                                               An average of 26 visits
 5                                                                                                                                                                                                                                                                                             per month for the
0
                                                                                                                                                                                                                                                                                               classical Facebook user.
                                                                                                                                                                                                                                                                                               Twitter: 3.3 visits,
     facebook.com

                       dailymotion.com

                                         twitter.com

                                                       flickr.com

                                                                    linkedin.com

                                                                                   myspace.com

                                                                                                  hi5.com

                                                                                                            xing.com



                                                                                                                                   vimeo.com
                                                                                                                       orkut.com



                                                                                                                                               scribd.com

                                                                                                                                                            tumblr.com

                                                                                                                                                                         slideshare.net

                                                                                                                                                                                          ning.com

                                                                                                                                                                                                     stumbleupon.com

                                                                                                                                                                                                                       digg.com

                                                                                                                                                                                                                                  twitpic.com

                                                                                                                                                                                                                                                last.fm

                                                                                                                                                                                                                                                          delicious.com

                                                                                                                                                                                                                                                                          posterous.com
                                                                                                                                                                                                                                                                                               Linkedin: 2.7 visits.




                    Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                                                                                                                                                                                                                                          14
0'
                                                                                        5'
                                                                                             10'
                                                                                                   15'
                                                                                                         20'
                                                                                                               25'
                                                                                                                     30'
                                                                      facebook.com


                                                                   dailymotion.com


                                                                        twitter.com


                                                                         flickr.com


                                                                       linkedin.com


                                                                      myspace.com


                                                                           hi5.com
                                                                                                                                                                                    main social networks




 Note: No data for Youtube Switzerland in Doubleclick AdPlanner.
                                                                          xing.com


                                                                         orkut.com
                                                                                                                                                                                       TOP 20




                                                                         vimeo.com


                                                                        scribd.com


                                                                        tumblr.com


                                                                      slideshare.net


                                                                          ning.com


                                                                   stumbleupon.com
                                                                                                                           CH - Average Time on Site, in min. per month (03.2011)




                                                                          digg.com


                                                                        twitpic.com
                                                                                                                                                                                                           defining social networks in switzerland 2011 #1




                                                                             last.fm


                                                                      delicious.com
15




                                                                     posterous.com
defining social networks in switzerland 2011 #1
main social networks                                                                                                                                     TOP 20
                                                                                                                                                                                                                                                                                       CH
                                                                                                                                                                                                                                                                                       Global

                                                                  Average Time on Site, in minutes (03.2011)
30'


25'


20'


15'

                                                                                                                                                                                                                                                                                            Average Time on site |
10'

                                                                                                                                                                                                                                                                                            Facebook is definitely a
 5'
                                                                                                                                                                                                                                                                                            place people like to spend
 0'
                                                                                                                                                                                                                                                                                            their time: on average 25
                                                                                                                                                                                                                                                                                            minutes per month.
      facebook.com

                     dailymotion.com

                                       twitter.com

                                                     flickr.com

                                                                  linkedin.com

                                                                                 myspace.com

                                                                                               hi5.com

                                                                                                         xing.com



                                                                                                                                vimeo.com




                                                                                                                                                                                                                                                                       posterous.com
                                                                                                                    orkut.com



                                                                                                                                            scribd.com

                                                                                                                                                         tumblr.com

                                                                                                                                                                      slideshare.net

                                                                                                                                                                                       ning.com

                                                                                                                                                                                                  stumbleupon.com

                                                                                                                                                                                                                    digg.com

                                                                                                                                                                                                                               twitpic.com

                                                                                                                                                                                                                                             last.fm

                                                                                                                                                                                                                                                       delicious.com


                Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                                                                                                                                                                                                                                         16
Social Networks’ Evolution
defining social networks in switzerland 2011 #1
Social networks’ evolution

  September 2010
  March 2011
                                                                                                                    CH - Unique Visitors (03.2011)
5'000'000
              4'600'000



4'000'000



3'000'000



2'000'000



1'000'000
                               690'000
                                                 470'000 430'000 380'000
                                                                         350'000
                                                                                                         200'000 200'000 170'000 150'000 120'000 110'000
                                                                                                                                                         47'000                                    39'000     33'000            32'000 30'000 29'000 20'000                        18'000
        0
                facebook.com


                               dailymotion.com


                                                 twitter.com




                                                                                                                                                                                                                                                                                   posterous.com
                                                               flickr.com


                                                                            linkedin.com


                                                                                           myspace.com


                                                                                                          hi5.com


                                                                                                                     xing.com




                                                                                                                                            vimeo.com
                                                                                                                                orkut.com




                                                                                                                                                        scribd.com


                                                                                                                                                                     tumblr.com


                                                                                                                                                                                  slideshare.net


                                                                                                                                                                                                   ning.com


                                                                                                                                                                                                              stumbleupon.com


                                                                                                                                                                                                                                digg.com


                                                                                                                                                                                                                                           twitpic.com


                                                                                                                                                                                                                                                         last.fm


                                                                                                                                                                                                                                                                   delicious.com
                                                                                                                                                                                                                                                                                           18
     Note: Unique Visitors - 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.
defining social networks in switzerland 2011 #1
Social networks’ evolution



                                                                    Country Unique Visitors |

                                                                    Globally all social networks are
                                                                    gaining users. Gaining 2 billions
                                                                    unique visitors (UV) in 6 months
                                                                    time, Facebook breaks the 4 billions
                                                                    users limit, with 4’600’000 unique
                                                                    visitors in March 2011.

                                                                    According to Bernet PR agency,
                                                                    Facebook users in Switzerland were
                                                                    2.52 millions in March 2011.

                                                                    Hypothesis: Privacy issues make
                                                                    people delete cookies on their
                                                                    computer more often.
  Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                           19
defining social networks in switzerland 2011 #1
Social networks’ evolution

  September 2010
  March 2011
                                                                                                                     CH - Reach (03.2011)
70 %
       61.0 %
60 %


50 %


40 %


30 %


20 %

                      9.2 %
10 %                                    6.3 % 5.7 %                5.1 % 4.7 %
                                                                                                2.6 % 2.6 % 2.2 % 2.0 % 1.6 %                              1.5 % 0.6 % 0.5 % 0.4 % 0.4 % 0.4 % 0.4 % 0.3 % 0.2 %
 0%
       facebook.com


                      dailymotion.com


                                        twitter.com




                                                                                                                                                                                                                                                                         posterous.com
                                                      flickr.com


                                                                   linkedin.com


                                                                                  myspace.com


                                                                                                hi5.com


                                                                                                          xing.com




                                                                                                                                  vimeo.com
                                                                                                                      orkut.com




                                                                                                                                              scribd.com


                                                                                                                                                           tumblr.com


                                                                                                                                                                        slideshare.net


                                                                                                                                                                                         ning.com


                                                                                                                                                                                                    stumbleupon.com


                                                                                                                                                                                                                      digg.com


                                                                                                                                                                                                                                 twitpic.com


                                                                                                                                                                                                                                               last.fm


                                                                                                                                                                                                                                                         delicious.com
                                                                                                                                                                                                                                                                                  20
defining social networks in switzerland 2011 #1
Social networks’ evolution



                                                                    Country Reach |

                                                                    The reach data follows the Unique
                                                                    Visitors one. Nonetheless some
                                                                    networks are on the loss: Xing (2.7% to
                                                                    2.6%), Last.fm (0.5% to 0.4%),
                                                                    Delicious (0.4% to 0.3%).

                                                                    With 61% reach (Sept. 2010: 42.9%)
                                                                    for Facebook, Switzerland is far above
                                                                    worldwide average: 46.7%.




  Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                        21
500'000
                                                                                     700'000




                     0
                         100'000
                                   200'000
                                             300'000
                                                       400'000
                                                                           600'000
                                                                                                                                March 2011
     dailymotion.com




                                                                                                                                September 2010
          twitter.com


           flickr.com


         linkedin.com


        myspace.com


             hi5.com


            xing.com
                                                                                                                                                 Social networks’ evolution




           orkut.com


           vimeo.com


          scribd.com


          tumblr.com


        slideshare.net
                                                                                               CH - Unique Visitors (03.2011)




            ning.com


     stumbleupon.com


            digg.com
                                                                                         without face




          twitpic.com


               last.fm
                                                                                       book
                                                                                                                                                                              defining social networks in switzerland 2011 #1




        delicious.com


       posterous.com
22
defining social networks in switzerland 2011 #1
Social networks’ evolution



                                                                    Country Unique Visitors |

                                                                    Let’s take a closer look at those figures
                                                                    without the noisy Facebook data.
                                                                    Dailymotion rockets from. Twitter,
                                                                    Flickr, Linkedin but also media
                                                                    sharing networks like Vimeo, Scribd or
                                                                    Slideshare double their Unique
                                                                    Visitors. MySpace, Xing or Ning are
                                                                    rising more softly.




  Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                          23
defining social networks in switzerland 2011 #1
Social networks’ evolution

  September 2010
  March 2011
                                                                                                      CH - Country Reach (03.2011)                                               without face
10 %                                                                                                                                                                                                               book
       9.2 %
9%

8%

 7%
                         6.3 %
6%                                     5.7 %
                                                    5.1 %
5%                                                                 4.7 %

4%

3%                                                                               2.6 %     2.6 %
                                                                                                        2.2 %       2.0 %
2%                                                                                                                              1.6 %        1.5 %
 1%                                                                                                                                                       0.6 %            0.5 %      0.4 %             0.4 %      0.4 %         0.4 %     0.3 %           0.2 %
0%
       dailymotion.com


                         twitter.com


                                       flickr.com


                                                    linkedin.com


                                                                   myspace.com


                                                                                 hi5.com


                                                                                           xing.com




                                                                                                                    vimeo.com
                                                                                                        orkut.com




                                                                                                                                scribd.com


                                                                                                                                             tumblr.com


                                                                                                                                                          slideshare.net


                                                                                                                                                                           ning.com


                                                                                                                                                                                      stumbleupon.com


                                                                                                                                                                                                        digg.com


                                                                                                                                                                                                                   twitpic.com




                                                                                                                                                                                                                                                           posterous.com
                                                                                                                                                                                                                                 last.fm


                                                                                                                                                                                                                                           delicious.com
                                                                                                                                                                                                                                                                     24
defining social networks in switzerland 2011 #1
Social networks’ evolution



                                                                    Country Reach |

                                                                    Surprisingly Xing loses 0.1% reach
                                                                    even if it gains 40’000 Unique
                                                                    Visitors. This is probably due to social
                                                                    media fragmentation and users having
                                                                    to handle several networks who then
                                                                    must make a choice of networks to
                                                                    concentrate on.




  Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                         25
Switzerland
and other countries
defining social networks in switzerland 2011 #1
Switzerland and other countries

                                                                 Social Reach - Swiss Neighbors (03.2011)
90 %

80 %

70 %

60 %

50 %

40 %

30 %

20 %

10 %

 0%
                   Switzerland                             France                 Germany                    Italy   Global


               facebook.com             youtube.com             twitter.com   wordpress.com    dailymotion.com
               flickr.com               linkedin.com            myspace.com   orkut.com        scribd.com
               blogger.com              tumblr.com              hi5.com       slideshare.net   vimeo.com


       Note: No data for Youtube Switzerland in Doubleclick AdPlanner.                                                        27
defining social networks in switzerland 2011 #1
Switzerland and other countries

                                                                        Social Reach - Europe (03.2011)
90 %

80 %

70 %

60 %

50 %

40 %

30 %

20 %

10 %

 0%
            Switzerland               France                Germany                Italy             UK                Spain   Netherlands   Global


             facebook.com             youtube.com              twitter.com          wordpress.com         dailymotion.com
             flickr.com               linkedin.com             myspace.com          orkut.com             scribd.com
             blogger.com              tumblr.com               hi5.com              slideshare.net        vimeo.com


       Note: No data for Youtube Switzerland and Spain in Doubleclick AdPlanner.                                                                      28
defining social networks in switzerland 2011 #1
Switzerland and other countries

                                                                         Social Reach - Global (03.2011)
90 %

80 %

70 %

60 %

50 %

40 %

30 %

20 %

10 %

 0%
                Switzerland                        USA                        Russia                Brazil              Japan   Global


              facebook.com             youtube.com              twitter.com        wordpress.com      dailymotion.com
              flickr.com               linkedin.com             myspace.com        orkut.com          scribd.com
              blogger.com              tumblr.com               hi5.com            slideshare.net     vimeo.com


       Note: No data for Youtube Switzerland in Doubleclick AdPlanner.                                                                   29
defining social networks in switzerland 2011 #1
facebook

                                                     Social Reach - Facebook (03.2011)
90 %

80 %

70 %

60 %

50 %

40 %

30 %

20 %

10 %
       61.0 %          68.5 %     56.0 %      68.6 %    82.6 %    62.0 %    50.8 %          67.3 %   24.3 %     46.8 %     11.2 %   46.7 %
 0%
                         France



                                    Germany
         Switzerland




                                                UK



                                                          Italy



                                                                    Spain



                                                                              Netherlands



                                                                                              USA



                                                                                                       Russia



                                                                                                                  Brazil



                                                                                                                            Japan



                                                                                                                                      Global
                                                                                                                                               30
defining social networks in switzerland 2011 #1
facebook



                                                                    Social Reach Facebook |

                                                                    Facebook is a terrific leader in most
                                                                    of the European countries. Italy
                                                                    remains at the top with 82.6% reach,
                                                                    while Switzerland is above average
                                                                    with 61% reach.




  Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                        31
defining social networks in switzerland 2011 #1
Youtube

                                                         Social Reach - Youtube (03.2011)
90 %

80 %

70 %

60 %

50 %

40 %

30 %

20 %

10 %
           0%              57.2 %     56.5 %      57.3 %    69.0 %         0%       68.3 %          56.2 %   43.5 %     63.0 %     51.8 %    42.9 %
 0%
                             France



                                        Germany
             Switzerland




                                                    UK



                                                               Italy



                                                                            Spain



                                                                                      Netherlands



                                                                                                      USA



                                                                                                               Russia



                                                                                                                          Brazil



                                                                                                                                     Japan



                                                                                                                                               Global
       Note: No data for Youtube Switzerland and Spain in Doubleclick AdPlanner.
                                                                                                                                                        32
defining social networks in switzerland 2011 #1
Youtube



                                                                    Social Reach Youtube |

                                                                    Youtube is still at the top of the online
                                                                    video business. Sadly even if users stay
                                                                    all night long behind their screen,
                                                                    there is no data for Switzerland and
                                                                    Spain.




  Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                          33
defining social networks in switzerland 2011 #1
Twitter

                                                 Social Reach - Twitter (03.2011)
30 %


25 %


20 %


15 %


10 %


 5%


       6.3 %          6.4 %     7.7 %      15.1 %   5.8 %    11.3 %   24.0 %          13.5 %   8.6 %     24.3 %     26.7 %    9.4 %
 0%
                       France



                                 Germany
        Switzerland




                                            UK



                                                     Italy



                                                              Spain



                                                                        Netherlands



                                                                                       USA



                                                                                                Russia



                                                                                                           Brazil



                                                                                                                      Japan



                                                                                                                               Global
                                                                                                                                        34
defining social networks in switzerland 2011 #1
Twitter



                                                                    Social Reach Twitter |

                                                                    With 6.3% Twitter reach, Switzerland
                                                                    is among average use in Europe. UK
                                                                    and Netherland are heavy users.




  Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                      35
defining social networks in switzerland 2011 #1
Flickr

                                                   Social Reach - Flickr (03.2011)
10 %


8%


 7%


5%


3%


2%


       5.7 %          4.0 %     5.2 %      9.4 %     6.4 %    7.7 %    7.6 %          8.3 %   2.3 %     7.0 %     2.7 %    4.3 %
0%
                       France



                                 Germany
        Switzerland




                                            UK



                                                      Italy



                                                               Spain



                                                                        Netherlands



                                                                                       USA



                                                                                               Russia



                                                                                                         Brazil



                                                                                                                   Japan



                                                                                                                            Global
                                                                                                                                     36
defining social networks in switzerland 2011 #1
Flickr



                                                                    Social Reach Flickr |

                                                                    Uploading and sharing images from a
                                                                    place dedicated to images is very
                                                                    popular in Europe.




  Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                     37
defining social networks in switzerland 2011 #1
Linkedin

                                                 Social Reach - Linkedin (03.2011)
25 %



20 %



15 %



10 %



 5%


       5.1 %          3.9 %     2.6 %      9.2 %    5.2 %    5.7 %    21.4 %          12.0 %   1.0 %     4.3 %     0.3 %    4.3 %
 0%
                       France



                                 Germany
        Switzerland




                                            UK



                                                     Italy



                                                              Spain



                                                                        Netherlands



                                                                                        USA



                                                                                                Russia



                                                                                                          Brazil



                                                                                                                    Japan



                                                                                                                             Global
                                                                                                                                      38
defining social networks in switzerland 2011 #1
Linkedin



                                                                    Social Reach Linkedin |

                                                                    Linkedin is a reference for Human
                                                                    Resources and is still a champion in
                                                                    the Netherlands. Xing with 5.7% reach
                                                                    in Germany is a lone star (2.6% in
                                                                    Switzerland). – Global = all countries
                                                                    in the DoubleClick AdPlanner




  Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                       39
defining social networks in switzerland 2011 #1
Tumblr

                                                 Social Reach - Tumblr (03.2011)
5%



4%



3%



2%



1%


     1.5 %          1.6 %     1.8 %      3.5 %     1.8 %     1.8 %    2.2 %          4.2 %   1.1 %     4.3 %     3.2 %    2.0 %
0%
                     France



                               Germany
      Switzerland




                                          UK



                                                     Italy



                                                              Spain



                                                                       Netherlands



                                                                                      USA



                                                                                              Russia



                                                                                                        Brazil



                                                                                                                  Japan



                                                                                                                           Global
                                                                                                                                    40
defining social networks in switzerland 2011 #1
Tumblr



                                                                    Social Reach Tumblr |

                                                                    The social blog service Tumblr is the
                                                                    first easy way to publish and aggregate
                                                                    content. Tumblr usability helps
                                                                    developp the very trendy curation
                                                                    effect.




  Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                        41
defining social networks in switzerland 2011 #1
Foursquare

                                              Social Reach - Foursquare (03.2011)
1.0 %




0.8 %




0.5 %




0.3 %




        0.2 %          0.1 %     0.3 %      0.3 %   0.2 %    0.4 %    1.0 %          0.7 %   0.2 %     0.4 %     0.5 %    0.3 %
 0%
                        France



                                  Germany
         Switzerland




                                             UK



                                                     Italy



                                                              Spain



                                                                       Netherlands



                                                                                      USA



                                                                                              Russia



                                                                                                        Brazil



                                                                                                                  Japan



                                                                                                                           Global
                                                                                                                                    42
defining social networks in switzerland 2011 #1
Foursquare



                                                                    Social Reach Foursquare |

                                                                    Foursquare geolocation service is still
                                                                    on the rise. Despite a large community,
                                                                    Facebook’s Places services is still not
                                                                    so popular. 1% reach in the
                                                                    Netherlands.




  Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                       43
defining social networks in switzerland 2011 #1
Switzerland and other countries

                                                      Social Reach - Video (03.2011)
70.0 %


60.0 %


50.0 %


40.0 %


30.0 %


20.0 %


10.0 %


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


              youtube.com       dailymotion.com      vimeo.com       ustream.tv        qik.com



                                                                                                                                44
defining social networks in switzerland 2011 #1
Switzerland and other countries



                                                                    Social Reach Video |

                                                                    Youtube rules the world. Dailymotion
                                                                    is pretty active in French speaking
                                                                    countries, but also in Spain and Japan.
                                                                    The beautiful Vimeo remains a niche
                                                                    platform but with consistency.
                                                                    Professional and amateur live
                                                                    broadcasting Ustream platform
                                                                    explodes in Japan. Qik streaming
                                                                    service disappears in that magma with
                                                                    0.1% reach in the USA.




  Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                        45
defining social networks in switzerland 2011 #1
Switzerland and other countries

                                                                     Social Reach - Pictures (03.2011)
10 %




8%




6%




4%




2%




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


              flickr.com             twitpic.com             picasa.com


       Note: No data for Picasa in Doubleclick AdPlanner.
                                                                                                                                          46
defining social networks in switzerland 2011 #1
Switzerland and other countries



                                                                    Social Reach Picture |

                                                                    There is no real equivalent to Flickr.
                                                                    Twitpic is a convenient service to store
                                                                    pictures you take while... tweeting.
                                                                    Even if Instagram is very popular
                                                                    amongst some people, data is totally
                                                                    underground and still in the very early
                                                                    adopter world. Be patient, Instagram
                                                                    is a big thing. There is no data for
                                                                    Picasa platform even if it is a Google
                                                                    product.




  Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                         47
defining social networks in switzerland 2011 #1
Switzerland and other countries

                                            Social Reach - Personal Branding (03.2011)
25 %




20 %




15 %




10 %




 5%




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


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



                                                                                                                          48
defining social networks in switzerland 2011 #1
Switzerland and other countries



                                                                    Social Reach Personal Branding |

                                                                    Linkedin dominate the world of
                                                                    Personal Branding. The European
                                                                    platform Xing makes its way in
                                                                    Germany and Switzerland (mostly the
                                                                    German part) and Spain.




  Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                     49
defining social networks in switzerland 2011 #1
Switzerland and other countries

                                                    Social Reach - Blogging (03.2011)
30 %



25 %



20 %



15 %



10 %



 5%



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

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



                                                                                                                                 50
defining social networks in switzerland 2011 #1
Switzerland and other countries



                                                                    Social Reach Blogging |

                                                                    Wordpress blog platform (not self-
                                                                    hosted) is a good bet among Spain
                                                                    (21.9%), Italy (18.1%) and Brazil
                                                                    (26.7%). Posterous service is on the
                                                                    rise. Tumblr reblog function makes it
                                                                    the most preferred platform for
                                                                    content curation.




  Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                       51
defining social networks in switzerland 2011 #1
Switzerland and other countries

                                                         Social Reach - Collecting (03.2011)
12 %



10 %



8%



6%



4%



2%



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

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



                                                                                                                                          52
defining social networks in switzerland 2011 #1
Switzerland and other countries



                                                                    Social Reach Collecting |

                                                                    Collecting and sharing links,
                                                                    presentation deck, docs and so on is
                                                                    above average in Spain and Brazil.
                                                                    Stubleupon is largely used in the USA
                                                                    and UK. Scribd and Slideshare
                                                                    remains the most popular services in
                                                                    Switzerland.




  Note: No data for Youtube Switzerland in Doubleclick AdPlanner.

                                                                                                       53
trends & usages
defining social networks in switzerland 2011 #1
Curation - Aggregate content by you or content from others


introduction
Curation is not new, it has been a specialized job in museums for
years. Hence now anyone can easily aggregate content from
existing sources around a topic and publish it to their social
networks.

This is great news for lazy bones, but the 1-9-90 ratio rule of
creation will remain unchanged: 1% true creators of content, 9%
occasional creators of content and 90% passive users only
consuming this content.

These services are terrific but some remain of little value if totally
automated, because anyone can do it and you don’t ‘‘really’’
curate the content.




                                                                         55
defining social networks in switzerland 2011 #1
Curation - Aggregate content by you or content from others

storify                paper.li   +                 tumblr




     Create Stories          Be a publisher              Social blogging


curated.by             scoop.it                     pearltrees   +



          Created by   Be a curator of your topic   Social curation community

                                                                           56
defining social networks in switzerland 2011 #1
Curation - Aggregate content by you or content from others


Strategy
Curation may be powerful for your brand. Imagine you organize
an event or a conference with several speakers. Before, during
and after the event, content will be generated by you, by speakers,
but by attendees of the event as well.

In this case, curation of the event helps to give value to your own
content and link it to other sources of interest like presentation
decks, pictures, tweets, videos, press papers and so on.

In the end, all that content can be aggregated to give a long
lasting imprint after the event. The good news is: the story is
curated and conveyed by your brand. That is a very clever way of
valuting an event.




                                                                      57
“Strategy without tactics is the slowest route to
victory. Tactics without strategy is the noise before
defeat. ”




                                           sun tzu
defining social networks in switzerland 2011 #1
Picturize your life - Pimp your everyday


introduction
Curation - Media like pictures and videos are very incisive
because usually, they either get your attention immediately or
they never do.

Even if you are not good at taking pictures or you don’t know
anything about Photoshop, everyone is able to share pictures and
enhance them with filters, put some creative labels, add doodle
stickers and so on.

Fun and ‘‘augmented artistic pictures’’ are the new way to tell a
simple story.




                                                                    59
defining social networks in switzerland 2011 #1
Picturize your life - Pimp your everyday

instagram                  doodle booth             labelbox




 Beautiful photo sharing      Doodles on pictures     Labelling on pictures


hipstamatic                everyday                 photosynth




     Analog digital           Scheduling pictures   Capture your world in 3D

                                                                              60
defining social networks in switzerland 2011 #1
Picturize your life - Pimp your everyday


Strategy
Pictures are worth a thousand words. That is even truer with
Instagram and a series of other applications you can use to bring
your brand to a new level.

Instant sharing is nothing with a strong content strategy and a
touch of creativity. And when taking a picture and sharing it is
even simpler, then you have no excuse for not doing it.

These tools let you convey the idea of your brand to small but
influent communities like Instagram. They also let you share
content to social media communities like Facebook, Twitter and
so on.




                                                                    61
Picturize your life
defining social networks in switzerland 2011 #1
Gamification - about reward and pleasure


introduction
Gamification is nothing more than gaming rules applied to less-
than-fun activities in order to make people stick to your idea.

People play because they enjoy playing. When they enjoy they
play more. Gamification can help change behavior - especiallly as
exercising, saving energy or having things done - because it
leverages a sense of accomplishment and competition.

The pleasure of gaming is layered onto everyday activities. It
helps people achieve goals and become aware of their actions as
part of something bigger.




                                                                    63
defining social networks in switzerland 2011 #1
Gamification - about reward and pleasure

Nike+                     Free Rice                 Health Month




       Personal trainer       Donating for good      Improve personal habits


Mint                      EpicWin                   Welectricity




   Manage your money           Level-up your life       Energy efficiency

                                                                            64
defining social networks in switzerland 2011 #1
Gamification - about reward and pleasure


Strategy
Dreaming of making your brand an everyday partner for your
user’s life? Gamification is maybe for you.

Gamification can be applied in several manners from a simple
and superficial touch to a fully integrated product: visual design
as game-like elements, marketing driven as badges, interaction
design as integrated progress elements or product driven as a
global offering.

Finance, energy, health, and charities categories - not to mention
others - have, with gamification, a compelling way to drive
change.




                                                                     65
Gamification
defining social networks in switzerland 2011 #1
Social shopping - Compare, group and get a terrific bargain


introduction
Shopping online is still on the rise. Convenient, efficient and
made-it-easy for the consumer, social shopping is a world of
infinite search: features, product comparison, user comments,
way of use, feedbacks and so on.

Peer recommendation delivers credibility and give consumer the
best hints. Many social shopping plateforms deliver daily time
sensitive deals. Some of them play with hyper-local deals focusing
on the city where consumers shop.




                                                                     67
defining social networks in switzerland 2011 #1
Social shopping - Compare, group and get a terrific bargain

Groupon                   Thisnext                    DeinDeal   +



        Deal of the day    Discover great products           Lifestyle deals


Wists                     Qoqa   +                    Woot




        Social shopping   Real-time social shopping   Real-time social shopping

                                                                               68
defining social networks in switzerland 2011 #1
Social shopping - Compare, group and get a terrific bargain


Strategy
Having a product starified on a social shopping site is a
tremendous way of bringing your brand to its consumer.

Consumers are experiencing a recession fatigue and just want to
be part of something bigger. Group buying is a form of relief for
them.

We know online reasearch leads to sale. And if you are afraid not
to make a single lead, it will nonetheless promote your brand as
an early adopter of an new way of marketing products.




                                                                    69
Social Shopping
defining social networks in switzerland 2011 #1
Social funding & the future of finance


introduction
Finance is a delicate but central subject in a post-recession era.
Emerging disruptive financial services are not a matter of easy
money but a serious new way of making one’s project become
true.

Where traditional bank business model doesn’t apply, peer-to-
peer comes first in mind: funding a project to grow an idea is the
business of social lending marketplace.

Giving becomes an economy boost.




                                                                     71
defining social networks in switzerland 2011 #1
Social funding & the future of finance

Kiva                        Kickstarter             Cashare    +



  Loans that change lives       Funding platform          P2P banking


iminidons   +               Square                  Indinero




 Network of mini-donors       Credit card payment        Business finance

                                                                            72
defining social networks in switzerland 2011 #1
Social funding & the future of finance


Strategy
Sponsorship becomes a peer-to-peer and a C-2-B subject of
matter. Small businesses and independent projects are finding
seed money online through the growing trend of social lending.

This is only the beginning and larger companies will soon adopt it
in addition to traditionnal financial services. In the same way,
paying with a mobile phone will become standard.

Technology is ready. As usual, the easiest technology to use will
gradually change people’s behaviour and reach a critical mass.




                                                                     73
“It's not only giving financial capital,
but also giving human capital. ”




                                    Beate Trück, EVPA
defining social networks in switzerland 2011 #1
Collective Consumption - lending, borrowing and giving


introduction
Borrowing is chic. Lending is smart. Sharing, trading, lending,
renting and giving are being reinvented through network
technologies.

Consumers see environmental concerns and economic precepts
through a post-recession and post-eathquake-tsunami-tornado
lens. The demand for sustainable goods but also for sustainable
behaviours related to their daily use is growing among
consumers.

Owning becomes less important than cutting down one’s
ecological footprint. Culture of non-commitment is a true answer
to over-consumption.




                                                                   75
defining social networks in switzerland 2011 #1
Collective Consumption - lending, borrowing and giving

Neighborgoods                Jugaad   +                Share some sugar




Sharing stuff with friends            Freecycling        The art of borrowing


Mobility   +                 Weem                      Sacdunjour




 Clever way to go mobile     Sharing in your company      Luxury bag renting

                                                                                76
defining social networks in switzerland 2011 #1
Collective Consumption - lending, borrowing and giving


Strategy
Progressive digitization of goods has been revolutionizing
industries for years (music, book, movie...) and dumping
satisfaction in owning physical objects.

Similarly consumers prefer owning less while having more of a
service: renting a car for an hour becomes buying mobility.
Giving objects one doesn’t use anymore is giving them a second
life that matters. It’s a way of life.

Brands can find their way with this model as consumers have the
option to try and rent their products. This is loyalty by renting
and borrowing.




                                                                    77
Collective consumption
defining social networks in switzerland 2011 #1
About RelaX in the air

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

  Relax in the air is a digital agency with three main competences:


  STRATEGY                     Audit Social / Brand-communication
                               Strategic Planning
                               Campaign Social Engagement


  INTERACTION                  Audit Interface
                               Interaction Design
                               Multi Plateforms Content Strategy + Delivery


  DESIGN                       Digital Branding
                               Visual Experience


                                                                              79
defining
social networks
in switzerland
Issue 2011#1                    a   RITA report
Next issue: Fall 2011



Director & editor: Sabine Dufaux

Contact: hello@relaxintheair.com
www.relaxintheair.com
@relaxintheair



Mai 2011 © Sabine Dufaux for Relax In The Air
copyright 2011

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Defining Social Networks in Switzerland 2011#1

  • 1. defining social networks in switzerland Issue 2011#1 Relax In The Air a RITA report
  • 2. defining social networks in switzerland 2011 #1 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 usage in Switzerland. Previously edited 6 time a year, the report has been issued twice a year since November 2010. This report has now two issues a year: Spring & Fall. We choose to make this report as transportable as it can to suit all your reader’s needs. It is freely available on Slideshare http://slidesha.re/RITA12011. For more questions, inquiries, workshops, please contact us: hello@relaxintheair.com and follow us on Twitter @relaxintheair Previous issues of the report can be found online on Slideshare: www.slideshare.net/sdufaux. 2
  • 3. defining social networks in switzerland 2011 #1 table of content Introduction ........................................................... Main Social Networks in Switzerland Unique Visitors Reach Age Span Male/Female Balance Average Visits per visitor Average Time on Site ........................................................... Social Networks Evolution Unique Visitors Reach ........................................................... Switzerland and other Countries Europe & World Networks lookup Some types of networks ........................................................... Trends & usage Curation Picturize your life Gamification Social shopping Social funding Collective consumption 3
  • 4. defining social networks in switzerland 2011 #1 introduction There are a lot of studies about social media in Europe. Surprisingly Switzerland is seldom monitored or part of European studies. In 2009, Brian Solis observed that social networks users were mostly feminine. Being not sure that the american rule was the same elsewhere, I decided to use the same tools and data as Mr Solis and see for myself. Since then, lanscape has changed and social media has surged. About our main source: Data is from Doubleclick Ad Planner, March 2011, collected in late April 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. 4
  • 5. defining social networks in switzerland 2011 #1 introduction Raw data was collected for a selection of 66 sites and social platforms, covering 11 countries: Switzerland, France, Germany, Italy, UK, Spain, Netherlands, USA, Russia, Brazil and Japan. The analysis reflects the 20 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 getsatisfaction.com ning.com tumblr.com bebo.com gist.com orkut.com tweetdeck.com blip.tv googlewave.com paper.li twitpic.com blogger.com gowalla.com peoplebrowser.com twitter.com brightkite.com hi5.com picasa.com typepad.com buzz.yahoo.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 5
  • 7. defining social networks in switzerland 2011 #1 main social networks TOP 20 Unique Visitors CH - Unique Visitors (03.2011) 5'000'000 4'600'000 4'000'000 3'000'000 2'000'000 1'000'000 690'000 470'000 430'000 380'000 350'000 200'000 200'000 170'000 150'000 120'000 110'000 47'000 39'000 33'000 32'000 30'000 29'000 20'000 18'000 0 facebook.com dailymotion.com twitter.com flickr.com linkedin.com myspace.com hi5.com xing.com vimeo.com orkut.com scribd.com tumblr.com slideshare.net ning.com stumbleupon.com digg.com twitpic.com last.fm delicious.com posterous.com 7
  • 8. defining social networks in switzerland 2011 #1 main social networks TOP 20 Country Unique Visitors | Facebook has been the leader for months. Zuckerberg’s service is really far upfront. Some people argue that several millions of accounts are trolls (false accounts) or accounts of passed away people. Even if this is true, Facebook is still be the largest community of our time. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 8
  • 9. defining social networks in switzerland 2011 #1 main social networks TOP 20 Reach CH - Reach (03.2011) 70 % 61.0 % 60 % 50 % 40 % 30 % 20 % 9.2 % 10 % 6.3 % 5.7 % 5.1 % 4.7 % 2.6 % 2.6 % 2.2 % 2.0 % 1.6 % 1.5 % 0.6 % 0.5 % 0.4 % 0.4 % 0.4 % 0.4 % 0.3 % 0.2 % 0% facebook.com dailymotion.com twitter.com posterous.com flickr.com linkedin.com myspace.com hi5.com xing.com vimeo.com orkut.com scribd.com tumblr.com slideshare.net ning.com stumbleupon.com digg.com twitpic.com last.fm delicious.com 9
  • 10. defining social networks in switzerland 2011 #1 main social networks TOP 20 Country Reach | Reach progress follows the Unique Visitor curve. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 10
  • 11. defining social networks in switzerland 2011 #1 main social networks TOP 20 CH - Age Span (03.2011) facebook.com 0-17 dailymotion.com 18-24 twitter.com 25-34 35-44 flickr.com 45-54 linkedin.com 55-64 myspace.com 65 hi5.com xing.com orkut.com vimeo.com Age Span | scribd.com tumblr.com slideshare.net The 35-44 segment is the most ning.com present on social networks. The stumbleupon.com digg.com 18-24 segment is underrepresented twitpic.com here. Those informations are last.fm delicious.com estimated as they are combining posterous.com sample user data from various 0% 25 % 50 % 75 % 100 % Google products and services and opt-in direct-measured site-centric data. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 11
  • 12. defining social networks in switzerland 2011 #1 main social networks TOP 20 CH - Male/Female Balance (03.2011) facebook.com H dailymotion.com F twitter.com flickr.com linkedin.com myspace.com hi5.com xing.com orkut.com vimeo.com scribd.com tumblr.com slideshare.net F/M Balance | ning.com stumbleupon.com digg.com The balance between male and twitpic.com female usage of social networks is last.fm delicious.com unchanged and mostly male. posterous.com 0% 25 % 50 % 75 % 100 % Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 12
  • 13. 0 5 10 15 20 25 30 facebook.com dailymotion.com twitter.com flickr.com linkedin.com myspace.com hi5.com main social networks Note: No data for Youtube Switzerland in Doubleclick AdPlanner. xing.com orkut.com TOP 20 vimeo.com scribd.com tumblr.com slideshare.net CH - Avr. Visits per visitor (03.2011) ning.com stumbleupon.com digg.com twitpic.com defining social networks in switzerland 2011 #1 last.fm delicious.com 13 posterous.com
  • 14. defining social networks in switzerland 2011 #1 main social networks TOP 20 CH Global Avr. Visits per visitor (03.2011) 40 35 30 25 20 15 Average Visits | 10 An average of 26 visits 5 per month for the 0 classical Facebook user. Twitter: 3.3 visits, facebook.com dailymotion.com twitter.com flickr.com linkedin.com myspace.com hi5.com xing.com vimeo.com orkut.com scribd.com tumblr.com slideshare.net ning.com stumbleupon.com digg.com twitpic.com last.fm delicious.com posterous.com Linkedin: 2.7 visits. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 14
  • 15. 0' 5' 10' 15' 20' 25' 30' facebook.com dailymotion.com twitter.com flickr.com linkedin.com myspace.com hi5.com main social networks Note: No data for Youtube Switzerland in Doubleclick AdPlanner. xing.com orkut.com TOP 20 vimeo.com scribd.com tumblr.com slideshare.net ning.com stumbleupon.com CH - Average Time on Site, in min. per month (03.2011) digg.com twitpic.com defining social networks in switzerland 2011 #1 last.fm delicious.com 15 posterous.com
  • 16. defining social networks in switzerland 2011 #1 main social networks TOP 20 CH Global Average Time on Site, in minutes (03.2011) 30' 25' 20' 15' Average Time on site | 10' Facebook is definitely a 5' place people like to spend 0' their time: on average 25 minutes per month. facebook.com dailymotion.com twitter.com flickr.com linkedin.com myspace.com hi5.com xing.com vimeo.com posterous.com orkut.com scribd.com tumblr.com slideshare.net ning.com stumbleupon.com digg.com twitpic.com last.fm delicious.com Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 16
  • 18. defining social networks in switzerland 2011 #1 Social networks’ evolution September 2010 March 2011 CH - Unique Visitors (03.2011) 5'000'000 4'600'000 4'000'000 3'000'000 2'000'000 1'000'000 690'000 470'000 430'000 380'000 350'000 200'000 200'000 170'000 150'000 120'000 110'000 47'000 39'000 33'000 32'000 30'000 29'000 20'000 18'000 0 facebook.com dailymotion.com twitter.com posterous.com flickr.com linkedin.com myspace.com hi5.com xing.com vimeo.com orkut.com scribd.com tumblr.com slideshare.net ning.com stumbleupon.com digg.com twitpic.com last.fm delicious.com 18 Note: Unique Visitors - 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.
  • 19. defining social networks in switzerland 2011 #1 Social networks’ evolution Country Unique Visitors | Globally all social networks are gaining users. Gaining 2 billions unique visitors (UV) in 6 months time, Facebook breaks the 4 billions users limit, with 4’600’000 unique visitors in March 2011. According to Bernet PR agency, Facebook users in Switzerland were 2.52 millions in March 2011. Hypothesis: Privacy issues make people delete cookies on their computer more often. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 19
  • 20. defining social networks in switzerland 2011 #1 Social networks’ evolution September 2010 March 2011 CH - Reach (03.2011) 70 % 61.0 % 60 % 50 % 40 % 30 % 20 % 9.2 % 10 % 6.3 % 5.7 % 5.1 % 4.7 % 2.6 % 2.6 % 2.2 % 2.0 % 1.6 % 1.5 % 0.6 % 0.5 % 0.4 % 0.4 % 0.4 % 0.4 % 0.3 % 0.2 % 0% facebook.com dailymotion.com twitter.com posterous.com flickr.com linkedin.com myspace.com hi5.com xing.com vimeo.com orkut.com scribd.com tumblr.com slideshare.net ning.com stumbleupon.com digg.com twitpic.com last.fm delicious.com 20
  • 21. defining social networks in switzerland 2011 #1 Social networks’ evolution Country Reach | The reach data follows the Unique Visitors one. Nonetheless some networks are on the loss: Xing (2.7% to 2.6%), Last.fm (0.5% to 0.4%), Delicious (0.4% to 0.3%). With 61% reach (Sept. 2010: 42.9%) for Facebook, Switzerland is far above worldwide average: 46.7%. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 21
  • 22. 500'000 700'000 0 100'000 200'000 300'000 400'000 600'000 March 2011 dailymotion.com September 2010 twitter.com flickr.com linkedin.com myspace.com hi5.com xing.com Social networks’ evolution orkut.com vimeo.com scribd.com tumblr.com slideshare.net CH - Unique Visitors (03.2011) ning.com stumbleupon.com digg.com without face twitpic.com last.fm book defining social networks in switzerland 2011 #1 delicious.com posterous.com 22
  • 23. defining social networks in switzerland 2011 #1 Social networks’ evolution Country Unique Visitors | Let’s take a closer look at those figures without the noisy Facebook data. Dailymotion rockets from. Twitter, Flickr, Linkedin but also media sharing networks like Vimeo, Scribd or Slideshare double their Unique Visitors. MySpace, Xing or Ning are rising more softly. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 23
  • 24. defining social networks in switzerland 2011 #1 Social networks’ evolution September 2010 March 2011 CH - Country Reach (03.2011) without face 10 % book 9.2 % 9% 8% 7% 6.3 % 6% 5.7 % 5.1 % 5% 4.7 % 4% 3% 2.6 % 2.6 % 2.2 % 2.0 % 2% 1.6 % 1.5 % 1% 0.6 % 0.5 % 0.4 % 0.4 % 0.4 % 0.4 % 0.3 % 0.2 % 0% dailymotion.com twitter.com flickr.com linkedin.com myspace.com hi5.com xing.com vimeo.com orkut.com scribd.com tumblr.com slideshare.net ning.com stumbleupon.com digg.com twitpic.com posterous.com last.fm delicious.com 24
  • 25. defining social networks in switzerland 2011 #1 Social networks’ evolution Country Reach | Surprisingly Xing loses 0.1% reach even if it gains 40’000 Unique Visitors. This is probably due to social media fragmentation and users having to handle several networks who then must make a choice of networks to concentrate on. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 25
  • 27. defining social networks in switzerland 2011 #1 Switzerland and other countries Social Reach - Swiss Neighbors (03.2011) 90 % 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0% Switzerland France Germany Italy Global facebook.com youtube.com twitter.com wordpress.com dailymotion.com flickr.com linkedin.com myspace.com orkut.com scribd.com blogger.com tumblr.com hi5.com slideshare.net vimeo.com Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 27
  • 28. defining social networks in switzerland 2011 #1 Switzerland and other countries Social Reach - Europe (03.2011) 90 % 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0% Switzerland France Germany Italy UK Spain Netherlands Global facebook.com youtube.com twitter.com wordpress.com dailymotion.com flickr.com linkedin.com myspace.com orkut.com scribd.com blogger.com tumblr.com hi5.com slideshare.net vimeo.com Note: No data for Youtube Switzerland and Spain in Doubleclick AdPlanner. 28
  • 29. defining social networks in switzerland 2011 #1 Switzerland and other countries Social Reach - Global (03.2011) 90 % 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0% Switzerland USA Russia Brazil Japan Global facebook.com youtube.com twitter.com wordpress.com dailymotion.com flickr.com linkedin.com myspace.com orkut.com scribd.com blogger.com tumblr.com hi5.com slideshare.net vimeo.com Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 29
  • 30. defining social networks in switzerland 2011 #1 facebook Social Reach - Facebook (03.2011) 90 % 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 61.0 % 68.5 % 56.0 % 68.6 % 82.6 % 62.0 % 50.8 % 67.3 % 24.3 % 46.8 % 11.2 % 46.7 % 0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global 30
  • 31. defining social networks in switzerland 2011 #1 facebook Social Reach Facebook | Facebook is a terrific leader in most of the European countries. Italy remains at the top with 82.6% reach, while Switzerland is above average with 61% reach. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 31
  • 32. defining social networks in switzerland 2011 #1 Youtube Social Reach - Youtube (03.2011) 90 % 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0% 57.2 % 56.5 % 57.3 % 69.0 % 0% 68.3 % 56.2 % 43.5 % 63.0 % 51.8 % 42.9 % 0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global Note: No data for Youtube Switzerland and Spain in Doubleclick AdPlanner. 32
  • 33. defining social networks in switzerland 2011 #1 Youtube Social Reach Youtube | Youtube is still at the top of the online video business. Sadly even if users stay all night long behind their screen, there is no data for Switzerland and Spain. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 33
  • 34. defining social networks in switzerland 2011 #1 Twitter Social Reach - Twitter (03.2011) 30 % 25 % 20 % 15 % 10 % 5% 6.3 % 6.4 % 7.7 % 15.1 % 5.8 % 11.3 % 24.0 % 13.5 % 8.6 % 24.3 % 26.7 % 9.4 % 0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global 34
  • 35. defining social networks in switzerland 2011 #1 Twitter Social Reach Twitter | With 6.3% Twitter reach, Switzerland is among average use in Europe. UK and Netherland are heavy users. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 35
  • 36. defining social networks in switzerland 2011 #1 Flickr Social Reach - Flickr (03.2011) 10 % 8% 7% 5% 3% 2% 5.7 % 4.0 % 5.2 % 9.4 % 6.4 % 7.7 % 7.6 % 8.3 % 2.3 % 7.0 % 2.7 % 4.3 % 0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global 36
  • 37. defining social networks in switzerland 2011 #1 Flickr Social Reach Flickr | Uploading and sharing images from a place dedicated to images is very popular in Europe. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 37
  • 38. defining social networks in switzerland 2011 #1 Linkedin Social Reach - Linkedin (03.2011) 25 % 20 % 15 % 10 % 5% 5.1 % 3.9 % 2.6 % 9.2 % 5.2 % 5.7 % 21.4 % 12.0 % 1.0 % 4.3 % 0.3 % 4.3 % 0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global 38
  • 39. defining social networks in switzerland 2011 #1 Linkedin Social Reach Linkedin | Linkedin is a reference for Human Resources and is still a champion in the Netherlands. Xing with 5.7% reach in Germany is a lone star (2.6% in Switzerland). – Global = all countries in the DoubleClick AdPlanner Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 39
  • 40. defining social networks in switzerland 2011 #1 Tumblr Social Reach - Tumblr (03.2011) 5% 4% 3% 2% 1% 1.5 % 1.6 % 1.8 % 3.5 % 1.8 % 1.8 % 2.2 % 4.2 % 1.1 % 4.3 % 3.2 % 2.0 % 0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global 40
  • 41. defining social networks in switzerland 2011 #1 Tumblr Social Reach Tumblr | The social blog service Tumblr is the first easy way to publish and aggregate content. Tumblr usability helps developp the very trendy curation effect. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 41
  • 42. defining social networks in switzerland 2011 #1 Foursquare Social Reach - Foursquare (03.2011) 1.0 % 0.8 % 0.5 % 0.3 % 0.2 % 0.1 % 0.3 % 0.3 % 0.2 % 0.4 % 1.0 % 0.7 % 0.2 % 0.4 % 0.5 % 0.3 % 0% France Germany Switzerland UK Italy Spain Netherlands USA Russia Brazil Japan Global 42
  • 43. defining social networks in switzerland 2011 #1 Foursquare Social Reach Foursquare | Foursquare geolocation service is still on the rise. Despite a large community, Facebook’s Places services is still not so popular. 1% reach in the Netherlands. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 43
  • 44. defining social networks in switzerland 2011 #1 Switzerland and other countries Social Reach - Video (03.2011) 70.0 % 60.0 % 50.0 % 40.0 % 30.0 % 20.0 % 10.0 % 0% Switzerland France Germany Italy UK Spain Netherlands USA Russia Brazil Japan Global youtube.com dailymotion.com vimeo.com ustream.tv qik.com 44
  • 45. defining social networks in switzerland 2011 #1 Switzerland and other countries Social Reach Video | Youtube rules the world. Dailymotion is pretty active in French speaking countries, but also in Spain and Japan. The beautiful Vimeo remains a niche platform but with consistency. Professional and amateur live broadcasting Ustream platform explodes in Japan. Qik streaming service disappears in that magma with 0.1% reach in the USA. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 45
  • 46. defining social networks in switzerland 2011 #1 Switzerland and other countries Social Reach - Pictures (03.2011) 10 % 8% 6% 4% 2% 0% Switzerland France Germany Italy UK Spain Netherlands USA Russia Brazil Japan Global flickr.com twitpic.com picasa.com Note: No data for Picasa in Doubleclick AdPlanner. 46
  • 47. defining social networks in switzerland 2011 #1 Switzerland and other countries Social Reach Picture | There is no real equivalent to Flickr. Twitpic is a convenient service to store pictures you take while... tweeting. Even if Instagram is very popular amongst some people, data is totally underground and still in the very early adopter world. Be patient, Instagram is a big thing. There is no data for Picasa platform even if it is a Google product. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 47
  • 48. defining social networks in switzerland 2011 #1 Switzerland and other countries Social Reach - Personal Branding (03.2011) 25 % 20 % 15 % 10 % 5% 0% Switzerland France Germany Italy UK Spain Netherlands USA Russia Brazil Japan Global linkedin.com xing.com plaxo.com gist.com naymz.com 48
  • 49. defining social networks in switzerland 2011 #1 Switzerland and other countries Social Reach Personal Branding | Linkedin dominate the world of Personal Branding. The European platform Xing makes its way in Germany and Switzerland (mostly the German part) and Spain. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 49
  • 50. defining social networks in switzerland 2011 #1 Switzerland and other countries Social Reach - Blogging (03.2011) 30 % 25 % 20 % 15 % 10 % 5% 0% Switzerland France Germany Italy UK Spain Netherlands USA Russia Brazil Japan Global wordpress.com blogger.com tumblr.com typepad.com posterous.com movabletype.com 50
  • 51. defining social networks in switzerland 2011 #1 Switzerland and other countries Social Reach Blogging | Wordpress blog platform (not self- hosted) is a good bet among Spain (21.9%), Italy (18.1%) and Brazil (26.7%). Posterous service is on the rise. Tumblr reblog function makes it the most preferred platform for content curation. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 51
  • 52. defining social networks in switzerland 2011 #1 Switzerland and other countries Social Reach - Collecting (03.2011) 12 % 10 % 8% 6% 4% 2% 0% Switzerland France Germany Italy UK Spain Netherlands USA Russia Brazil Japan Global scribd.com slideshare.net digg.com stumbleupon.com delicious.com reddit.com 52
  • 53. defining social networks in switzerland 2011 #1 Switzerland and other countries Social Reach Collecting | Collecting and sharing links, presentation deck, docs and so on is above average in Spain and Brazil. Stubleupon is largely used in the USA and UK. Scribd and Slideshare remains the most popular services in Switzerland. Note: No data for Youtube Switzerland in Doubleclick AdPlanner. 53
  • 55. defining social networks in switzerland 2011 #1 Curation - Aggregate content by you or content from others introduction Curation is not new, it has been a specialized job in museums for years. Hence now anyone can easily aggregate content from existing sources around a topic and publish it to their social networks. This is great news for lazy bones, but the 1-9-90 ratio rule of creation will remain unchanged: 1% true creators of content, 9% occasional creators of content and 90% passive users only consuming this content. These services are terrific but some remain of little value if totally automated, because anyone can do it and you don’t ‘‘really’’ curate the content. 55
  • 56. defining social networks in switzerland 2011 #1 Curation - Aggregate content by you or content from others storify paper.li + tumblr Create Stories Be a publisher Social blogging curated.by scoop.it pearltrees + Created by Be a curator of your topic Social curation community 56
  • 57. defining social networks in switzerland 2011 #1 Curation - Aggregate content by you or content from others Strategy Curation may be powerful for your brand. Imagine you organize an event or a conference with several speakers. Before, during and after the event, content will be generated by you, by speakers, but by attendees of the event as well. In this case, curation of the event helps to give value to your own content and link it to other sources of interest like presentation decks, pictures, tweets, videos, press papers and so on. In the end, all that content can be aggregated to give a long lasting imprint after the event. The good news is: the story is curated and conveyed by your brand. That is a very clever way of valuting an event. 57
  • 58. “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. ” sun tzu
  • 59. defining social networks in switzerland 2011 #1 Picturize your life - Pimp your everyday introduction Curation - Media like pictures and videos are very incisive because usually, they either get your attention immediately or they never do. Even if you are not good at taking pictures or you don’t know anything about Photoshop, everyone is able to share pictures and enhance them with filters, put some creative labels, add doodle stickers and so on. Fun and ‘‘augmented artistic pictures’’ are the new way to tell a simple story. 59
  • 60. defining social networks in switzerland 2011 #1 Picturize your life - Pimp your everyday instagram doodle booth labelbox Beautiful photo sharing Doodles on pictures Labelling on pictures hipstamatic everyday photosynth Analog digital Scheduling pictures Capture your world in 3D 60
  • 61. defining social networks in switzerland 2011 #1 Picturize your life - Pimp your everyday Strategy Pictures are worth a thousand words. That is even truer with Instagram and a series of other applications you can use to bring your brand to a new level. Instant sharing is nothing with a strong content strategy and a touch of creativity. And when taking a picture and sharing it is even simpler, then you have no excuse for not doing it. These tools let you convey the idea of your brand to small but influent communities like Instagram. They also let you share content to social media communities like Facebook, Twitter and so on. 61
  • 63. defining social networks in switzerland 2011 #1 Gamification - about reward and pleasure introduction Gamification is nothing more than gaming rules applied to less- than-fun activities in order to make people stick to your idea. People play because they enjoy playing. When they enjoy they play more. Gamification can help change behavior - especiallly as exercising, saving energy or having things done - because it leverages a sense of accomplishment and competition. The pleasure of gaming is layered onto everyday activities. It helps people achieve goals and become aware of their actions as part of something bigger. 63
  • 64. defining social networks in switzerland 2011 #1 Gamification - about reward and pleasure Nike+ Free Rice Health Month Personal trainer Donating for good Improve personal habits Mint EpicWin Welectricity Manage your money Level-up your life Energy efficiency 64
  • 65. defining social networks in switzerland 2011 #1 Gamification - about reward and pleasure Strategy Dreaming of making your brand an everyday partner for your user’s life? Gamification is maybe for you. Gamification can be applied in several manners from a simple and superficial touch to a fully integrated product: visual design as game-like elements, marketing driven as badges, interaction design as integrated progress elements or product driven as a global offering. Finance, energy, health, and charities categories - not to mention others - have, with gamification, a compelling way to drive change. 65
  • 67. defining social networks in switzerland 2011 #1 Social shopping - Compare, group and get a terrific bargain introduction Shopping online is still on the rise. Convenient, efficient and made-it-easy for the consumer, social shopping is a world of infinite search: features, product comparison, user comments, way of use, feedbacks and so on. Peer recommendation delivers credibility and give consumer the best hints. Many social shopping plateforms deliver daily time sensitive deals. Some of them play with hyper-local deals focusing on the city where consumers shop. 67
  • 68. defining social networks in switzerland 2011 #1 Social shopping - Compare, group and get a terrific bargain Groupon Thisnext DeinDeal + Deal of the day Discover great products Lifestyle deals Wists Qoqa + Woot Social shopping Real-time social shopping Real-time social shopping 68
  • 69. defining social networks in switzerland 2011 #1 Social shopping - Compare, group and get a terrific bargain Strategy Having a product starified on a social shopping site is a tremendous way of bringing your brand to its consumer. Consumers are experiencing a recession fatigue and just want to be part of something bigger. Group buying is a form of relief for them. We know online reasearch leads to sale. And if you are afraid not to make a single lead, it will nonetheless promote your brand as an early adopter of an new way of marketing products. 69
  • 71. defining social networks in switzerland 2011 #1 Social funding & the future of finance introduction Finance is a delicate but central subject in a post-recession era. Emerging disruptive financial services are not a matter of easy money but a serious new way of making one’s project become true. Where traditional bank business model doesn’t apply, peer-to- peer comes first in mind: funding a project to grow an idea is the business of social lending marketplace. Giving becomes an economy boost. 71
  • 72. defining social networks in switzerland 2011 #1 Social funding & the future of finance Kiva Kickstarter Cashare + Loans that change lives Funding platform P2P banking iminidons + Square Indinero Network of mini-donors Credit card payment Business finance 72
  • 73. defining social networks in switzerland 2011 #1 Social funding & the future of finance Strategy Sponsorship becomes a peer-to-peer and a C-2-B subject of matter. Small businesses and independent projects are finding seed money online through the growing trend of social lending. This is only the beginning and larger companies will soon adopt it in addition to traditionnal financial services. In the same way, paying with a mobile phone will become standard. Technology is ready. As usual, the easiest technology to use will gradually change people’s behaviour and reach a critical mass. 73
  • 74. “It's not only giving financial capital, but also giving human capital. ” Beate Trück, EVPA
  • 75. defining social networks in switzerland 2011 #1 Collective Consumption - lending, borrowing and giving introduction Borrowing is chic. Lending is smart. Sharing, trading, lending, renting and giving are being reinvented through network technologies. Consumers see environmental concerns and economic precepts through a post-recession and post-eathquake-tsunami-tornado lens. The demand for sustainable goods but also for sustainable behaviours related to their daily use is growing among consumers. Owning becomes less important than cutting down one’s ecological footprint. Culture of non-commitment is a true answer to over-consumption. 75
  • 76. defining social networks in switzerland 2011 #1 Collective Consumption - lending, borrowing and giving Neighborgoods Jugaad + Share some sugar Sharing stuff with friends Freecycling The art of borrowing Mobility + Weem Sacdunjour Clever way to go mobile Sharing in your company Luxury bag renting 76
  • 77. defining social networks in switzerland 2011 #1 Collective Consumption - lending, borrowing and giving Strategy Progressive digitization of goods has been revolutionizing industries for years (music, book, movie...) and dumping satisfaction in owning physical objects. Similarly consumers prefer owning less while having more of a service: renting a car for an hour becomes buying mobility. Giving objects one doesn’t use anymore is giving them a second life that matters. It’s a way of life. Brands can find their way with this model as consumers have the option to try and rent their products. This is loyalty by renting and borrowing. 77
  • 79. defining social networks in switzerland 2011 #1 About RelaX in the air We think and design user experiences for a digital world. Just relax. Together we can make it simple. Relax in the air is a digital agency with three main competences: STRATEGY Audit Social / Brand-communication Strategic Planning Campaign Social Engagement INTERACTION Audit Interface Interaction Design Multi Plateforms Content Strategy + Delivery DESIGN Digital Branding Visual Experience 79
  • 80. defining social networks in switzerland Issue 2011#1 a RITA report Next issue: Fall 2011 Director & editor: Sabine Dufaux Contact: hello@relaxintheair.com www.relaxintheair.com @relaxintheair Mai 2011 © Sabine Dufaux for Relax In The Air copyright 2011