A peek inside the Social Networks in Romania

…about users‟ needs and motivations

…about opportunities for brand communication
Qualitative study
Date: September, 2009
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Contents

I. Objectives II. Key III. Twitter IV. Facebook V. HI5

& findings
Methodology

A peek inside the social networks in Romania

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I. Objectives II. Key III. Twitter IV. Facebook V. HI5

& findings
Methodology

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Objectives & Methodology

WHAT?

• Explore the opportunities for brands to communicate

within the context of on-line social networks (Twitter,
Facebook, HI5)

• Explore users‟ perceptions towards different social networks

(Twitter, Facebook, HI5)

• Explore motivations of using different on-line social networks

• Identify expectations with regard to the content and behavior

displayed within a particular social network

• Explore the perceptions and expectations of online networks‟ users

towards brands‟ presence and communication within the context of
social networks

– Identify tips and tricks for brands‟ presence within different

social networks

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Objectives & Methodology (cont.)

• 3 phases:
Phase I: blogs with users* of different social networks, aimed to
HOW AND collect information regarding perceptions and usage of the social networks
WITH • 6 blogs have been set up, involving separately the users of the three
WHOM? social networks (selected by the social network they most frequently
use and by gender)
• the blogs have been active for 5 days, during which participants
expressed their opinions on different topics posted by the moderator
Phase II: asking experts‟ opinion about current status and trends of social
networks in Romania
• 6 representatives from the social media field
Phase III: 3 focus groups with users of the three social networks
• Mixed groups by gender and separated by the social network they
frequently** use

* Users of social networks: men and women, aged between 18 – 30 y.o., using actively
at least one of the three social networks (Twitter, Facebook, HI5)
** Frequency of usage: check their account and post comments at least twice a week
WHERE?

• Bucharest
WHEN?

• beginning of September 2009

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I. Objectives II. Key III. Twitter IV. Facebook V. HI5

& findings
Methodology

A peek inside the social networks in Romania

Why should a brand be on a social network? 7
Experts‟ opinion:

…because you need to go where your consumer is!

• Within the context of social networks people are more open and transparent, so
there are higher chances to show their real feelings towards your brands
• Moreover, “there you get in touch with things that are dynamically evolving, with
people that tomorrow will change – and you need to be there, to feel the
vibrations, to learn the rules”.
• And now is a favorable moment for experimenting, as social media is still at
the begging in Romania, but with high potential in the near future
Few tips and tricks from the experts…
• Within the social networks it is important to understand users as individuals
because when you force someone to join your network you might get the side
effect of rejection: “the only thing that works is to show him your friendship,
answering his questions, giving the sensation that behind that account is a
person not a script”
• Interactivity is a must to generate involvement, and therefore attachment
towards the brand – “think of ways to invite users to get involved in your
marketing strategy”
• Consistency, defined by the content archive, is the secret tool of success in
communication on social networks. The archive (namely the content posted along
the presence within the network) reveals brand‟s consistency in communication
and brand advocates‟ credibility!

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5 key tips on how to capitalize on social networking

1. Social networks ≠ panacea for cheap and efficient advertising

• Social networks per se are not the panacea for cheap and efficient
advertising. Social networks represent a very complex and heterogeneous
community (in terms of users‟ profile, needs, motivations and expectations).
Therefore, differentiated approaches and strategies are needed in order to
make the most of your presence within that context.

2. Make sure that the chosen social networks fits your brand values

• Different social networks have distinct key values associated. They should
be considered in relation to the values included in the brand identity, in
order to use the respective social network to endorse the key values
of your brand image:
– Twitter is associated with self-development, achievement, innovation,
leadership
– Facebook is associated with stability, belonging, caring
– HI5 is associated with self-orientation, self-indulgence

Please note that the conclusions are drawn based on a qualitative study which describes the
main tendencies. To extend these conclusions, a quantitative validation should be considered.

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5 key tips on how to capitalize on social networking (cont.)

• The “wheel of values” model helps in visualizing the core values of each social network
that should be considered also from the perspective of the brand identity:

DEVELOPMENT
Accomplishment Inspiration

Adventure Tolerance

Independence
Virtue

ORIENTED TOWARDS THE

SELF-ORIENTED OTHERS

Self-indulgence Conformism

Power Caution

Belonging Dependency
STABILITY
* Note: The “wheel of values” is a model which helps create typologies. It implies putting social behaviour,
personality, values, and emotions of the users on a 2-axis system built on the basis of universally-valid values:
STABILITY – DEVELOPMENT vs. SELF-ORIENTED – ORIENTED TOWARDS THE OTHERS/ ALTER - ORIENTED.
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5 key tips on how to capitalize on social networking (cont.)

3. Beware of the opinion leaders‟ influence upon your brand

• The main asset of social networks are friends‟ recommendations. And

brands should capitalize on this. Opinion leaders are especially on Twitter, but
also on Facebook. But be also aware of the risk of association as the opinion
leaders are able to either advocate for or detract from the brand image.

4. Brand presence on social networks influence the affective level of

consumer behavior

• Brand communication on social networks acts mostly at affective level (on

a decisional model: Cognitive-Affective-Behavior) which is the area of brand
image, familiarity, trust, choice validation. Therefore, we shouldn‟t evaluate the
communication‟s efficiency within this context based on the sales figures!
We should rather consider the indicators of trust, leadership and
emotional affinity in relation to the brand.

5. On social networks, be one of them!

• Regardless of the social networks, users have the tendency to reject, within
this context, brands‟ communications that are obviously aimed at immediate
sales (especially in case of big brands)  the focus should be, firstly, on
creating relationship, on „being one of them‟ or part of the community!

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I. Objectives II. Key III. Twitter IV. Facebook V. HI5

& findings
Methodology

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Twitter users: others‟ perception vs. self perception

How do the experts see them? How do the Facebook users see
them?
*
-Early adopters, opinion leaders
-Blog owners (have a point of
view to share)
-Focused on networking

How do the HI5 users see them? How do they see themselves?

?!
(no overlap)

* Collages made by the participants in the focus groups

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Twitter users: others‟ perception

For Facebook users they are the

opinion leaders, aspirational
models, but, at the same time,
self-absorbed and too much
focused on self-development

• Twitter is like a “trophic chain”, but

of information
• “Individuals with an active life
and passionate about what they
do”
• “People who have something
intelligent to say in real time!”

HI5 users do not know too much about Twitter users. There is no overlap between
these two social networks.

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Twitter users: self perception

• Twitter means efficiency,

knowledge, opportunities  at
present, Twitter is the best tool in
spreading the “hottest news”
• Twitter is perceived as an useful
tool in self-development and
achieving recognition/ social power
(be the first who spread the news)

“I check all the time Twitter. It is the

fastest way to spread the novelties”

Therefore,
- on Twitter are the individuals always connected and up-to-date,
- for whom information is their reason to be,
- and who are oriented towards achievement and self-development.

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Twitter users: network usage motivations

Twitter is for them an efficient tool for…

…problem solving  They make the most of their connections
and mainly use Twitter to keep in touch and make sure that they
have to whom to turn to in case they need an expert opinion
…offline socialization by organizing ad-hoc events and offline
meetings
…promoting one‟s opinions and ideas  opinion leaders use
Twitter to send links with updates of own blogs

“I like the idea that you can solve a problem very fast, find a solution or interacting with
people from different domains”
“Twitter helps you save time because the information is coming to you”

Expect to find on Twitter straightforward communication, “breaking news”

and practical information! Within this context they find annoying excessive self-
promotion.

“I find abusive to just promote yourself and not fair for those who invested you with trust”
“I‟ve sent unfollow to those who just promote themselves and who do not bring anything
spicy in their twits”

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What do they share on Twitter?

Twitter is perceived as becoming, more and more, a space for services together with
socialization. It has been also noticed the shift from a community tool to an instant messaging
one. That is why some users associated to RSS feeds – “you may find fast anything that
might interest you!”
From this perspective, the focus is on practical information.

• Share content • Updates on • Both job • Campaigns • Look for expert

pages, blog what their are seekers and which offer advice on a
posts or doing only if it job providers attractive specific issue,
online/offline is an activity use it on ad- prizes will be solution which
resources interesting for hoc purposes forwarded (RT) can be asked
useful for their others by users if for and
activity, leisure others can provided as a
time, self- benefit too „friend's favor‟
development

Prizes,
Interesting
News about promotions, Ask specific
resources & Job adds
themselves special questions
news
offers

Look at what is being read, not at what is being

written on Twitter! One good indicator in this respect
are the messages which are being forwarded (RT).

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Brands on Twitter: few tips and tricks

• On Twitter are the influencers/ opinion leaders. This means that

– being on Twitter makes the brand to be perceived as up-to-date and keeping up
with innovation (positive word of mouth),
– but also bear in mind that it can be easily transformed in negative word of
mouth if the presence or communication there becomes annoying!

• Following Twitter users‟ reactions, we could extract several aspects that are
worth considering when a brand chooses to be present and communicate on
Twitter. Therefore, tips and tricks are emphasized at the following levels:

General Specific
Content
approach actions

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Brands on Twitter: few tips and tricks

General Specific
Content
approach actions

 Be focused on building credibility for offering true, accurate

information (joining forces with credible people on Twitter can be of
help). In this respect, indirect marketing is more efficient as the
brand can benefit of the influential power of opinion leaders.
 Allow people to discover you progressively, let them choose to
"follow" you based on your content, rather than "following" people
just to get them to notice you
 If you "follow" your customers, prove to them that you are doing
Click to view the movie
so by reacting to their posts from time to time
 Give prompt answers to those mentioning your brand (Twitter
applications allow you to easily monitor brand mentions)
• Note: answers should be as prompt as possible (hours or even minutes)

 In terms of tone of voice, be personal, but up to the point where the

information you share is relevant for those following you
• Adapt the tone of voice and address people directly, but not arrogantly

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Brands on Twitter: few tips and tricks (cont.)

General Specific
Content
approach actions

 Focus on bringing constantly new, relevant or expert

information
 If you use Twitter to draw people to a specific website, make sure
that users find there relevant or useful information
 Follow key words representing the products and services
you offer and answer demands and questions about them 
selling opportunity for those who tweet about products they want
 Show willingness to help by using your expertise to provide
answers on Twitter  take into account a kind of online technical
Click to view the movie assistance (if and when requested by users) (“if someone is
satisfied with a brand, he/ she wouldn‟t say too much about that,
but if he/ she has a problem solved, for sure, he will make buzz on
that”)

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Brands on Twitter: few tips and tricks (cont.)

General Specific
Content
approach actions

 Think of encouraging Twitter users to promote your news/ updates

by offering them special rewards (“prizes or discounts for Twitter
users”)
 Be careful when choosing the ways in which you ask consumers to
promote you: avoid forced or intrusive associations (e.g.
displaying your logo on their profile picture). Rather ask them to RT an
interesting announcement and offer them a relevant reward for that.
 Use Twitter to...
...announce events you organise
...start ad-hoc events sponsored by the brand which have as
purposes socialization, entertainment, information sharing
…share funny 'virals‟ (really funny ones)

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I. Objectives II. Key III. Twitter IV. Facebook V. HI5

& findings
Methodology

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Facebook users: others‟ perception vs. self perception

How do the experts see them? How do the Twitter users see
them?
-Educated, decent people (young
professionals)
-Blog readers (follow others‟
points of view)
-Focused on belonging and
sharing

How do the HI5 users see them? How do they see themselves?

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Facebook users: others‟ perception

For Twitter users, they are people who are ok, but
rather focused on virtual socialization and
entertainment

• “On Facebook you may find one‟s illustrated

personal history”

HI5 users are aware that “it‟s not cool anymore

to be in the same flock and Facebook is the new
temptation!”

“Facebook is for polished people! It is

elitist”, but…

…your presence there requires certain

standards that makes you behave in a stiff
manner!

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Facebook users: self perception

On Facebook is “the network that

matters”
“It is my private area that I am
controlling”
“sharing common interests”
Moments of relaxation

Facebook is for them a tool used for…

…self-image management
…virtual entertainment
… promoting good causes
Click to view the movie

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Twitter users: network usage motivations

Facebook is the place for socialization and entertainment in

“On Facebook, I talk to people
the moments of spare time and relaxation  they usually check
from different corners of the world,
out friends‟ updates; post updates and play different quizzes or people who are very dear to me
games and who I can‟t see very often
because of the distance or spare
Shared/ common interests represent the main criterion of
time limitations”
expanding network

On Facebook, users have the network that matters to

them and privacy is important  quality time spent with dear ones
“On Facebook I am very
within the virtual space  sense of belonging selective with the people I
This ensures also an openness towards promoting social accept in my network”; “I
have in my network, good
causes
friends and also professors”

Within this context, the content shared is very attentively

selected so that does not annoy the others. They share
information/ novelties about the interest they have in
common, amusing content or new/ hot information that
proves their intellectual concerns

Expect to find on Facebook information from private and entertainment

area related to their interests!
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Brands on Facebook: few tips and tricks

• Facebook is usually visited in moments of relaxation (evenings, weekends).

• Facebook users are open to brands‟ communication within this context, as long as it
brings something relevant to them (“common interests”) and is not obviously meant for
immediate sales.
• Based on users‟ feedback, several tips can be emphasized with regard to brands‟ presence
on Facebook

General Specific
Content
approach actions

 If deciding to have a Facebook company page, keep in mind that

you need to have constant and interesting updates to share,
otherwise the risk is high for it to become obsolete and,
consequently ignored
 Use your profile to communicate on more personal level,
inside-information from social events and company news rather
Click to view the movie
than information which is too professional
 Create campaigns that involve users

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Brands on Facebook: few tips and tricks (cont.)

General Specific
Content
approach actions

 Give relevant and constantly updated information on your page

 Avoid flooding users' Inbox with unrequested messages, paying also attention
to spam reports (“if I reported something as a spam, I would like to be
respected”)

General Specific
Content
approach actions

 Side-page adds in Facebook are not yet annoying and can be used
successfully if well targeted
 In this respect, put up a message which will trigger curiosity due to one or
several of the following elements: useful (practical) information, fun/
amusing, a potential win or advantage/ special offer
 Avoid using ads which block user's access to any part of the
applications: e.g. hover over ads  high risk of annoying them

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I. Objectives II. Key III. Twitter IV. Facebook V. HI5

& findings
Methodology

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HI5 users: others‟ perception vs. self perception

How do the experts see them? How do the Twitter users see
them?
-“HI5 is the OTV of Romania – the
channel with the highest audience, but
full of „cocalari‟”  the perception of a
certain group of users works as a halo
effect for the entire network
-Users more focused on self-expression

How do the Facebook users see How do they see themselves?

them?

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HI5 users: others‟ perception

For Twitter users they are not-ok Facebook users are more tolerant –
people – “indecent” and “shallow” “shallow people for whom their ego
(“HI5 is the place for cocalari, and (low-quality, cheap) entertainment
pitzipoance”) matters”

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HI5 users: self perception

“HI5 is like New York – heterogeneous,

diversified, brightness and misery together! But,
for all, HI5 means entertainment in different
forms!”

HI5 is perceived by its users as a very mottled

community, where may be found at least two
main kinds of users:

 Older users, for whom “HI5 is already a routine” and “represents the nostalgia
for adolescence years”. They already started to use Facebook, but remained in the
HI5 network just to “keep in touch with friends from the second tier”
• Their sessions on HI5 are in the moments when they are bored (“I visit HI5 to kill the
moments of boredom, usually in the evening”). They check the updates of their friends,
play different games or have fun by watching profiles from the above mentioned category.

 Younger users (usually high-school level), for whom “HI5 is a tool for over-
promoting self-image and self-praise”. They are focused on their ego and
just want to catch others‟ attention.

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HI5 users: network usage motivations

– For both categories, HI5 means especially entertainment and

high spirits
– The content usually shared within the HI5 network context is
mainly related to amusement (funny ads, videos), but also with
novelty

“I usually share funny/ amusing or shocking video, but hot (very new)
things or information”; “I like sending funny or very new ads”; “I sent to
my friends the photo gallery with the new BMW”

Therefore, they expect to find on HI5 entertainment and attention!

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Brands on HI5: few tips and tricks

• A real presence of a brand on HI5 suppose, in HI5 users‟ opinion,

creating a group – “a community of those interested in a
particular brand or product”. This would be perceived as a symbol of
openness and transparency.

Click to view the movie Click to view the movie

• Within this context, there are several expectations:

General Specific
Content
approach actions

 Humanity – “a real person should be behind the account/ the

group”
 Originality: “They should make something different, something
that you wouldn‟t think of”
 A discreet profile (“not too simple, but also not kitschy layout”)

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Brands on HI5: few tips and tricks

General Specific
Content
approach actions

 Post the latest information with regard  Organize contests that trigger users‟
to the brand/ product/ service involvement
 Inform about events that are  In case of services or technical products,
organized/ sponsored by the brands have several users to make constant
 Promptly answer to users‟ questions reviews which help them acquire
with regard to the brand/ product/ credibility (“I might trust someone who
service made serious and constant reviews”)

 Very good spam management – “I  Feedback – ask users‟ opinion about

agree to receive messages on their their products: “it would be really
behalf, but I want them to be attentive interesting if someone would be
to my needs and if I declared something interested to hear your opinion”
as spam, they should respect that”

A peek inside the social networks in Romania

 Thank you!

• For further information on the insights contained within this report and the research that it
is based on, you may contact:

Adina Mãdulãrea Ioana Ban

Senior Qualitative Researcher Qualitative Researcher
Email: adina.madularea@daedalusmb.ro Email: ioana.ban@daedalusmb.ro

With the help of Cristian Manafu &

Tel.: +4021 31 797 31

Fax: +4021 31 800 40
www.daedalusmb.ro

A peek inside the social networks in Romania