Content is the Fuel of the Web - Aol social web

Content is theFuel of theSocial Web 1

PRESENTERSRob Medich (moderator) is the Kristin Kovner is a Senior Jon Stewart is Researchmanaging editor of AdWeek’s Marketing Director at AOL, Director for Nielsen’s Onlinewebsite, “Fuel the Future.” where she manages the AOL division. In this role, Jon isAs an employee, writer, or both, Advertising brand and sets responsible for identifying keyhe’s covered: general lifestyle and executes the business digital trends(Men’s Health and Men’s marketing strategy for AOLs from Nielsen’s suite of OnlineFitness), entertainment 40+ owned and operated research solutions(Premiere, TV Guide, the New content sites, including and conveying their impactYork Post, CBS.com/ AOL.com, Engadget, within the online advertisingCBSNews.com), travel (the MapQuest, Moviefone, ecosystem.Condé Nast Traveler site TechCrunch, and TheConcierge.com, Private Air), Huﬃngton Post.fashion (InStyle.com),consumer electronics (Sound &Vision magazine and itswebsite), and more. 2

ABOUT THIS STUDY In June 2010, Nielsen and AOL began studying the factors that inﬂuence consumers’ choice of content. Among their ﬁndings, Nielsen and AOL determined that users spend over half their time online consuming content. Social media and email were the next largest categories of consumption. This prompted the question: How much of a user’s communications also involve content? In December 2010, Nielsen applied its Social Media Monitoring tools, Online Behavioral Panel and Attitudinal analysis to this question. All told, Nielsen tracked more than 10,000 social media messages and surveyed 1,000+ of its online panel members to determine the relationship between a user’s choice of content and the use of social media to share it.3

PEOPLE SPEND MORE THAN HALFTHEIR TIME ONLINE WITH CONTENTAn additional 30% of time online is spent in places where content can be shared. Time spent on the web Facebook, Twitter, Yahoo! Mail, Gmail, AOL Mail Portals, entertainment, news/info, lifestyles and autoSource: Nielsen Netview, December 2010 4

IS CONTENT THE FUEL OF THE SOCIAL WEB?5

Source: NM Incite, GGM Type Comparison Report Date Range:1/17/2011-2/16/2011, Nielsen Netview Dec 2010

CONTENTSHARING All messages Industry-speciﬁcPERCENTAGESSKYROCKETWhen messages arespeciﬁc to an industry,people are more likely toshare a piece of content. *60% of these conversations include a product or brand name mention. These are the conversations you want to be a part of – they’re most relevant to your brand.Source: NM Incite, GGM Type Comparison Report DateRange: 1/17/2011-2/16/2011 7

SHARING INCREASES ACROSS ALL PLATFORMS Half of all industry-speciﬁc social media messages include content sharing. INDUSTRY All Messages Industry-Speciﬁc Messages SPECIFIC SHARINGSource: NM Incite, GGM Type Comparison Report Date Range: 1/17/2011-2/16/2011 8

WHO SHARES CONTENT? EVERYONE.Sharing isn’t age or gender speciﬁc DEMOGRAPHICS MIRROR THE ONLINE UNIVERSE Online Universe Content SharersSource: Nielsen Online Custom Survey, Dec 10 – Jan 11, Sample n=1,282 9

WHERE DO PEOPLE SHARE? EVERYWHERE. Content sharing occurs on every social media platform.Source: Nielsen Online Custom Survey, Dec 10 – Jan 11, Sample n=1,282Q: On average, how frequently do you use each of the following services specifically to share information you have found online? 10

EMAIL ISTHE MOSTPOPULARWAYTO SHARECONTENTWhile users shareeverywhere, email isthe primary sharingchannel for most people. of people who share via a social network are sharing via multiple platformsSource: Nielsen Online Custom Survey, Dec 10 – Jan 11,Sample n=1,282. Q: What is the primary way you shareinformation you found online? 11

EMAIL ANDSOCIALNETWORKSHARING ONTHE RISEPeople are sharing morethan they did 2-3 yearsago - especially women. Q: Compared to 2-3 years ago, do you share more now in each of these ways?Source: Nielsen Online Custom Survey, Dec 10 – Jan 11,Sample n=1,282 12

SOCIAL NETWORK SHARERSSKEW FEMALE Social network Email sharers’ age sharers are 17% demographics more likely to mirror the online be female universeSource: Nielsen Online Custom Survey, Dec 10 – Jan 11, Sample n=1,282Q: On average, how frequently do you use each of the following services specifically to share information you have found online? 13

AGE 25-34 OVERINDEX AS SHARERSSource: Nielsen Online Custom Survey, Dec 10 – Jan 11, Sample n=1,282Q: On average, how frequently do you use each of the following services specifically to share information you have found online? 14

WHO DO PEOPLE SHARE WITH?Overwhelmingly, people prefer to share content with friends and family. Did you know? While email is the most popular sharing tool overall, message boards are preferred for sharing with the general public.Source: Nielsen Online Custom Survey, Dec 10 – Jan 11, Sample n=1,282Q: Who are you typically sharing with on <social media type>? 15

TRUSTPeople are more likely to share content that is trustworthy and helpful.People want to share trusted information Information that Information that Information about someone I trust has will help others popular culture shared with me 32% Information about common interest Politics, arts & crafts, parenting, etc. 31% General information I found interesting while surﬁng the web 27% Information that is new or that few people know aboutSource: Nielsen Online Custom Survey, Dec 10 – Jan 11, Sample n=1,282Q: Thinking of the information you find online and share with others, which statements best describes the content you would like to share with others? 16

TRUSTPeople are more likely to share content that is trustworthy and helpful.And they do for every industry INFORMATION News, product information, how-to articles; “New SupR-Fone Released Today” COMMENTARY Opinion, advocacy, product comparison “New SupR-Fone puts the smarts back in smartphones” MARKETING Recommendations, deals “Get $50 oﬀ a new SupR-Fone” AMUSEMENT Humor, just-for-fun items “Funny SupR-Fone commercial parody”Source: NM Incite, GGM Type Comparison Report Date Range: 1/17/2011-2/16/2011 17

WITH ALLTHIS SHARING,WHERE IS THEMARKETINGOPPORTUNITY? 18

TWO KEY WAYS TO ENGAGE WITHCONTENT SHARING Format of Shared Content Did you know? With only 4% of shared content linking to brand websites, it’s clear that the conversation – and opinions – about these same brands is happening elsewhere.Source: NM Incite, GGM Type Comparison Report Date Range: 1/17/2011-2/16/2011 19

TWO KEY WAYS TO ENGAGE WITHCONTENT SHARINGTake advantage of each type of sharing. The Paths Pass-Along Media Link-Back Media Be part of the content with “Be there” with display advertising. branded entertainment. Association with shared content Don’t get left behind. Users never enhances online advertising. leave the social platform to access Take advantage of the 60% of content 36% of shared content. Branded that’s shared via links – to a URL on experiences ensure your message is another site – by “being there” when part of what’s passed along. users click back to access the content. 20

INDUSTRY OPPORTUNITIES21

AUTOMOTIVEHow do they share? What do they share? The majority of shared content is auto industry news and consumer information about speciﬁc cars. Link-Back Opportunity •  Facebook — Popular for sharing links to – and opinions on – auto topics •  Twitter — News and common auto topics make up 90% of auto tweets •  Message boards — Want-ads appeal to auto enthusiasts and gearheads Pass-Along Opportunity Branded messages •  Facebook — Users post blog and video links on favorite cars include a speciﬁc brand or product •  Facebook — Users commonly share fan pages for brands and models nameSources: Nielsen Online Custom Survey, Dec 10 – Jan 11, Sample n=1,282; NM Incite, GGM Type Comparison Report Date Range: 1/17/2011-2/16/2011 22

TECHNOLOGYHow do they share? What do they share? Technical support and product information make up a large percentage of shared content; mobile topics dominate branded link sharing. Link-Back Opportunity •  Facebook — Tech ads thrive among links to eBay auctions and product beta tests •  Twitter — Product announcements are behind most tech tweets •  Twitter — Consumers frequently tweet deals – on cameras in particular Pass-Along Opportunity •  Message boards — Technical support messages drive most discussions Branded messages •  Message boards — Links to helpful software downloads are also popular include a speciﬁc brand or product Corporate name •  Tech sites – They’re useful. Keep them updatedSources: Nielsen Online Custom Survey, Dec 10 – Jan 11, Sample n=1,282; NM Incite, GGM Type Comparison Report Date Range: 1/17/2011-2/16/2011 23

FINANCEHow do they share? What do they share? Macro issues such as the US economy are a focal point, although commentary covers a wide range of topics; link sharing is often politically motivated. Personal finance issues tend to be private and shared with a select few via email. Link-Back Opportunity •  Facebook — A hotbed of financial opinion sharing, particularly on large, negative issues •  Twitter — Tweeters share market updates and industry news most frequently •  Email – The place for personal finance sharing Pass-Along Opportunity •  Facebook — Gripes about the economy and financial institutions are often accompanied by video commentary Branded messages include a specific brand or product nameSources: Nielsen Online Custom Survey, Dec 10 – Jan 11, Sample n=1,282; NM Incite, GGM Type Comparison Report Date Range: 1/17/2011-2/16/2011 24

ENTERTAINMENTHow do they share? What do they share? Shared entertainment content focuses mainly on film and television, and includes consumer promotions of particular shows and films, and a high percentage of links to niche topics like Bollywood. Link-Back Opportunity •  Facebook — Link sharing is made up predominantly of news and advertising (i.e., deals, trailers) •  Twitter — General news and information are tops among tweeters •  Message Boards — Niche topics like foreign films and premium TV networks are commonly discussed Pass-Along Opportunity •  Facebook — Streaming video, DVD ads and fan pages make up most of the site’s entertainment advertising •  Facebook — Links often point to video clips and Branded messages images of famous personalities refer to specific titles of films or TV shows. Corporate •  Official sites – Users go there for trailers and actor infoSources: Nielsen Online Custom Survey, Dec 10 – Jan 11, Sample n=1,282; NM Incite, GGM Type Comparison Report Date Range: 1/17/2011-2/16/2011 25

WHAT DOES THIS MEAN?Summary•  Content is the fuel of social interaction and connection across the web – Marketing Opportunities 23% of conversations include links A Pass-Along Strategy to content. (e.g., branded entertainment) ensures that the•  Content sharing is important across brand’s message travels with the content being shared. This strategy is optimal for embedded social media platforms – email is the media, such as images or video. preferred mode of sharing for 66% of users. A Link-Back Strategy (e.g., content advertising) ensures that a brand is•  Share everywhere – For people using a “there” when consumers come back to the source social network, 99% of them use of content. multiple platforms for sharing content.•  Email, the new social networking platform – 66% of the population use email as the primary method for sharing content.•  Content sharing is an authentic activity among consumers that connects their peer network to brands – Friends and family are the most commonly shared with group. 26

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