What Makes Singaporean Social Network Users Tick?

UM is a global media communications agency.Part of the Interpublic Group of companies,UM works with the world’s leading marketers and strategic thinkers through its 151 offices in 130 countries. In Singapore, UM actively collaborates with clients that include MasterCard, Sony Pictures, AIA, offering a full spectrum of media services.

UM has been tracking the worldwide explosion of social media since 2006. Known as Wave 5, the study is the largest and longest running of its kind. By tapping into the behavior, influence and motivations of more than 95,300 social media users of all ages across 53 countries, Wave 5 has uncovered several surprising insights in the incredibly dynamic social media space, and these insights have important implications for media strategies directed at Singaporeans.

Among the many findings of Wave 5, the most important is the “Socialisation of Brands” over the past year. There has been much debate about the role that brands can or should play in social media. Yet with the “Socialisation of Brands,” UM uncovered a clear trend towards consumers engaging with brands via social media. In the past year alone, more than 50% joined a brand community online in 2010.

Interestingly, Singaporeans connect with brands in a significant way on social networks. In fact, the Wave 5 study found that most Singaporeans view social networks as an integral part of social life. 53% have joined an online brand community. 38% are already a fan of a brand, and do so to champion a cause, get advance news on products, receive free content, or learn more about a brand.

Amazingly, about half of those surveyed in Singapore discovered brands for the first time on social networking sites. Also surprising was the finding that the gap between young and old has narrowed. Compared to last year, the number of 45-54 year-olds who actively manage their social network profile has nearly tripled, making the older generation the fastest growing group on social networks.

The Wave 5 findings have important implications for companies that seek to achieve top-of-mind awareness among the enormous population of social network users, both in Singapore and globally. For instance, while creating a Facebook page may be the foundation in enlarging a brand’s consumer base, companies will still need to map out how a brand page will translate into higher sales or elevate local and global awareness.

An important first step for companies is to understand the nature of social demand for each consumer, category and market. As an example, Singapore companies must understand that social network users prefer to share links and videos, rather than create content of their own.

Thus, a movie studio will have to do less to get users to “like” its Facebook page, while a luxury goods company will have to think creatively about how to keep its audience interested and encourage users to participate. Understanding these differences is the key to creating a successful social media experience for your customers.
 

Clinton Simpson
Managing Director
UM Singapore