The Power of Like             How Brands Reach and Influence Fans                Through Social Media Marketing           ...
U.S. Population:             307 Million Visitors per     month is equal to 52%   of the U.S.
ThreeSegments FansFriendsof Fans Non- Fans
Why Friends of Fans? 34                                     x                   Bing Facebook Fan Segments          Larger...
Why Friends of Fans? Likelihood to Visit Brand Website vs. Average Internet User                                         S...
Why Friends of Fans?    Newsfeed vs. Brand Page Impressions                               Source: comScore Social Essentia...
Brand Impressions                 Exposed Starbucks    Exposed        Friends of FansStarbucks Fans      (10,360,000)  (6,...
Brand Impressions    ExposedStarbucks Fans  (6,314,000)                 (In thousands)                                  So...
Starbucks VisitsFans & Friends of Fans Purchase Activity vs. Average Internet User               $        Spending per Buy...
Southwest.comVisitation Rate of Southwest Brand Exposed Fans & Friends of Fans   Total Internet        Southwest Fans     ...
How can you use this?   Leverage Friends of Fans   Develop Compelling Content   Measure Reach & Frequency
Questions?
Appendix
Unpaid Brand Impressions on FacebookSource: comScore Social Essentials, U.S., May 2011
•   Facebook is the dominant social networking site with an audience of approximately 160 million U.S. visitors    each mo...
Power of the Like Button
Power of the Like Button
Power of the Like Button
Power of the Like Button
Power of the Like Button
Power of the Like Button
Power of the Like Button
Power of the Like Button
Power of the Like Button
Power of the Like Button
Power of the Like Button
Power of the Like Button
Power of the Like Button
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Power of the Like Button

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A Power Point based on a comscore white paper from June 2011 on "The Power of Like"

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Power of the Like Button

  1. 1. The Power of Like How Brands Reach and Influence Fans Through Social Media Marketing July 26, 2011Evan Kroft
  2. 2. U.S. Population: 307 Million Visitors per month is equal to 52% of the U.S.
  3. 3. ThreeSegments FansFriendsof Fans Non- Fans
  4. 4. Why Friends of Fans? 34 x Bing Facebook Fan Segments Larger Non-Fans Friends of Fans Fans 232 Million 1.7 Million Source: Facebook, Worldwide Data
  5. 5. Why Friends of Fans? Likelihood to Visit Brand Website vs. Average Internet User Source: comScore Social Essentials 2011
  6. 6. Why Friends of Fans? Newsfeed vs. Brand Page Impressions Source: comScore Social Essentials 2011
  7. 7. Brand Impressions Exposed Starbucks Exposed Friends of FansStarbucks Fans (10,360,000) (6,314,000) Source: comScore Social Essentials 2011
  8. 8. Brand Impressions ExposedStarbucks Fans (6,314,000) (In thousands) Source: comScore Social Essentials 2011
  9. 9. Starbucks VisitsFans & Friends of Fans Purchase Activity vs. Average Internet User $ Spending per Buyer Transactions per Buyer Source: comScore Social Essentials 2011
  10. 10. Southwest.comVisitation Rate of Southwest Brand Exposed Fans & Friends of Fans Total Internet Southwest Fans Friends of SW Fans Source: comScore Social Essentials 2011
  11. 11. How can you use this? Leverage Friends of Fans Develop Compelling Content Measure Reach & Frequency
  12. 12. Questions?
  13. 13. Appendix
  14. 14. Unpaid Brand Impressions on FacebookSource: comScore Social Essentials, U.S., May 2011
  15. 15. • Facebook is the dominant social networking site with an audience of approximately 160 million U.S. visitors each month and accounts for 90 percent of all time spent on social networking sites. (Source: comScore)• Reach and frequency of social media brand impressions is far more important than simple counting statistics.• In fact, users are 40-150 times more likely to consume branded content in the Newsfeed than to visit the Fan Page itself. (Source: comScore)• Friends of Fans typically represent a much larger set of consumers (34 times larger, on average, for the top 100 brand pages) and can receive social media brand impressions by way of their Friends. In examples from this paper, the reach of branded content among Friends of Fans significantly exceeded the reach among Fans.• The “Value of a Fan” can be assessed in three primary ways: increasing the depth of engagement and loyalty among Fans, generating incremental purchase behavior, and leveraging the ability to influence Friends of Fans.• Collectively, this research leads to two important conclusions. The first is that by focusing on measuring the reach of their branded content among various constituencies, brands can more effectively understand and optimize the way in which they leverage their presence on Facebook. Secondly, we believe that brands can realize significant untapped benefits by understanding and focusing on reaching the Friends of their Fans.

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