Power of like

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  • The Power of Like Europe is a collaboration between comScore and FacebookIt is largely based on data from comScore’s Social Essentials™ and Action Lift™ products The study analyses the social marketing efforts of retail fashion brands across the three largest advertising markets in Europe;The UK – ASOS, TopshopFrance – La Redoute, ZaraGermany – H&M, Zara
  • Europe is one of the largest & most engaged markets for social networking32% of Facebook user time is spent on the Homepage, so continuous posting of relevant content is keyFriends of Fans offer a unique opportunity to expand a brand’s reach and create a new audience with which to engageFriends of Fans often differ from Fans in their profile, but like Fans they show a propensity to visit and buy from brand websitesFacebook paid impressions drive purchasing – ASOS saw a 130% uplift in online sales among those exposed to the campaign
  • The Power of Like Europe is a collaboration between comScore and FacebookIt is largely based on data from Action Lift™ products The study analyses the social marketing efforts of retail fashion brands across the three largest advertising markets in Europe;The UK – ASOS, TopshopFrance – La Redoute, ZaraGermany – H&M, Zara
  • Power of like

    1. 1. **TOPLINE SLIDES FOR SALES DECKS**
    2. 2. The Power of LikeEuropeHow Social Marketing Works for Retail BrandsJuly 2012
    3. 3. Background• The Power of Like Europe is a collaboration between comScore and Facebook• It is largely based on data from comScore’s Social Essentials™ and Action Lift™ products• The study analyses the social marketing efforts of retail fashion brands across the three largest advertising markets in Europe; • The UK – ASOS, Topshop • France – La Redoute, Zara • Germany – H&M, Zara
    4. 4. Summary of findings1. Europe is one of the largest & most engaged markets for social networking2. 32% of Facebook user time is spent on the Homepage, so continuous posting of relevant content is key3. Friends of Fans offer a unique opportunity to expand a brand’s reach and create a new audience with which to engage4. Friends of Fans often differ from Fans in their profile, but like Fans they show a propensity to visit and buy from brand websites5. Facebook paid impressions drive purchasing – ASOS saw a 130% uplift in online sales among those exposed to the campaign
    5. 5. Top highlights Facebook drives purchase ASOS Fans and Friends of Fans are 10% more likely to buy on ASOS.com Facebook paid impressions drive purchasing – ASOS saw a 130% uplift in online sales among those exposed to the Facebook campaignNB: online sales uplift relative to a control group who were not exposed and demonstrated a similar affinity to ASOS.Purchase behaviour identified through the ASOS.com “Thank You” page displayed post-purchaseSource: comScore Action Lift, April 2012
    6. 6. Quotes on the Power of Like Europe“While every campaign is unique and may vary in its ultimate effectiveness,this research demonstrates how Facebook marketing can be effective inreaching consumers and influencing their actual purchasing behaviour” Mike Shaw, Director of Marketing Solutions, comScore“ASOS has been at the forefront of Facebook marketing for many years,and in order to continue increasing investment it is crucial to have accessto reliable ROI measurement. The recent research by comScore showsthat ASOS experienced a substantial uplift in site visits and onlinepurchasing as a result of our paid advertising on Facebook”Fiona Marshall, Head of Marketing Womenswear, ASOS
    7. 7. **MORE DETAILED SLIDES IF NEEDED**
    8. 8. The Power of LikeEuropeHow Social Marketing Works for Retail BrandsJuly 2012
    9. 9. Background• The Power of Like Europe is a collaboration between comScore and Facebook• It is largely based on data from the Social Essentials™ and Action Lift™ products, which are measurement services based on comScore’s proprietary 2 million person global panel of internet users from a home or work computer• The study analyses the social marketing efforts of retail fashion brands across the three largest advertising markets in Europe; • The UK – ASOS, Topshop • France – La Redoute, Zara • Germany – H&M, Zara
    10. 10. Marketing Imperatives Reach Resonance Reaction
    11. 11. Reach – retailers can reach a significant audienceFriends of Fans represent a substantial potential audience for retail brandsLooking at the top 1000 brand pages, for every Fan there are an additional 81Friends of Fans that can be reached 22.2m Friends of FansRetail brands can significantly expand the reach of branded content onFacebookIn Germany, the reach of the Zara site rose from 1 percent among the total internetpopulation to over 12 percent among exposed Fans.
    12. 12. Resonance – your message is more likely toresonateIncreased website visits amongst Friends of FansThis suggests pre-existing receptivity for brand messaging, product information andpromotions within this groupAbility to market to consumers who exhibit lighter visitation patternsat impressive scaleThe Friends of Fan networks of the retail brands in this study (e.g: ASOS, TopShop,Zara, H&M, La Redoute) represent audience sizes in the millionsASOS site visitors who are a Fan or Friend of Fan were over 10 percent more likely tomake a purchase on the ASOS site, compared to site visitors that were not withinASOSs Friend of Fan network
    13. 13. Reaction – your message will impact purchasebehaviourCampaigns on Facebook offer a way to drive online purchases.In a recent ASOS campaign, paid advertising generated a 130% uplift in sales on theASOS website in the four weeks following ad exposure.This is relative to those consumers who were not exposed and importantlydemonstrated a similar affinity to ASOS as the test group (e.g. site visitation andpurchase) in the four weeks prior to the advertising campaign.
    14. 14. Europeans are highly social% Share of Social Networking Visitors and Minutes By Region Test North America Asia Pacific Latin America Middle-East & Africa 9% 11% 10% Europe is not only one of 15% the largest markets for social networking, but it is 34% 18% also more engaged, with a larger proportion of total 19% minutes than any other 17% region 38% 38% 29% 29% Share of Visitors Share of MinutesSource: comScore Media Metrix, May 2012
    15. 15. High cross-visitation between Facebook and RetailFacebook.com and Apparel Site Cross-Visitation, Unique Visitors(Millions) Facebook users are 20% more likely to visit an Apparel site than the Apparel: Facebook: average online121.1 Million Apparel 266.4 Million user, making it crucial for Visitors Sites Visitors brand marketers to understand Facebook’s potential for reaching, engaging and converting potential customers Shared Audience: 98.1 Million VisitorsSource: comScore Media Metrix, Europe, May 2012
    16. 16. Newsfeed is key in driving consumer engagementShare of Time Spent on Facebook.com by Content Section 29% 32% With nearly a third of time on Facebook spent on the Homepage/Newsfeed Homepage/Newsfeed, it Profiles is extremely important for Photos brands to invest energy in Apps/Tools creating a dialogue with All Other their fanbase through the 5% continuous posting of relevant content 16% 17%Source: comScore Media Builder, UK/FR/DE, Dec 2011
    17. 17. Friends of Fans offer a substantial potentialaudience 28.5m 22.2m 23.5m Friends of Friends of Friends of Fans Fans Fans ASOS has the ability to disseminate marketing messages to nearly 44 Friends of Fans for every 1 ASOS Fan within the UK. This multiplier grows to 81 Friends of Fans when examining the top 1,000 Brand pages
    18. 18. And a way to expand a brand’s reachTotal Internet Reach (%) of Social Media Impressions on Facebook 2.8% Fans Friends of Fans 2.3% 2.2% 2.1% All five brands analysed 1.8% across the UK, France 1.6% 1.5% 1.4% and Germany 1.2% demonstrated that the 1.0% reach of Friends of Fans 0.7% exposed to social media 0.4% impressions exceeded that of Fans alone ASOS Topshop La Redoute Zara H&M ZaraSource: comScore Social Essentials, UK/FR/DE, Dec 2011
    19. 19. Friends of Fans often differ in demographic profile...Demographic Profile of La Redoute Exposed Users vs. Site Visitors vs. Total Internet in France 7% 15% 24% 27% 18% La Redoute Fans are 13% Persons 55+ younger than the general 16% 18% 15% online population, and Persons 45-54 24% Friends of Fans are even 18% 21% Persons 35-44 more so. It may benefit 21% Persons 25-34 brands like La Redoute to 17% 19% Persons 15-24 take this into account when devising strategies 17% Persons 6-14 34% to drive customers into 16% 27% the physical or online 14% 10% 10% stores 3% 3% 2% 2% 5% 5% Total Internet La Redoute Site La Redoute Fans La Redoute Friends of Visitors FansSource: comScore Social Essentials, France, Dec 2011
    20. 20. …and in their interestsLa Redoute Brand-Exposed Fans: Content Category Visitation by Time Spent Index Auctions The online behaviour of Automotive Fans often differs Entertainment substantially to that of the average internet user. Games This knowledge better Real Estate informs marketing strategies such as Retail developing social apps, tailoring media Sports plans or identifying Technology potential partners to suit the identified behaviour of Travel the Facebook Fan 50 100 150 200 250 300 NetworkSource: comScore Social Essentials, France, Dec 2011
    21. 21. Fans and FoFs show affinity for retail brand websitesSite Visitation Among Brand-Exposed Audiences Total Internet Fans Friends of Fans 9.5% ASOS 34.1% 25.6% 4.4% For the retailers Topshop 24.2% studied, both Fans and 16.8% Friends of Fans were La Redoute 19.5% disproportionately more 48.2% 34.5% likely to visit the brand 1.6% websites – where Zara 7.8% 6.2% purchases occur – 6.1% compared to the average H&M 28.6% internet user 17.6% 1.0% Zara 12.6% 5.5%Source: comScore Social Essentials, Dec 2011
    22. 22. Friends and FoFs are more likely to purchase onlineLikelihood to Purchase on ASOS.com - Social vs. Non-Social Visitors ASOS Site Visitors, Social ASOS Site Visitors who are a Fan or Friend of Fan are much more likely to make a purchase on the ASOS site compared to those with no social link ASOS Site Visitors, Non-Social 90 95 100 105 110 Index of “Thank You Page” Site Visitation (Total Internet=100)Source: comScore Social Essentials, UK, Dec 2011
    23. 23. Paid Facebook impressions drive purchasingPurchase on ASOS.com Following Exposure to Facebook Paid Impressions 1.7% Control Group Test Group 1.5% % Reach of ASOS “Thank You” Page Facebook paid advertising 1.0% generated a 130% uplift in purchase behaviour on 0.7% 0.7% the ASOS site, relative to those who were not 0.4% exposed but who 0.3% 0.2% +130% uplift demonstrated a similar affinity to ASOS Week 1 after exposure Weeks 1-2 after exposure Weeks 1-3 after exposure Weeks 1-4 after exposureSource: comScore Action Lift, April 2012

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