The State of Social Media Online Marketing Institute London, Feb 2012 Mike Shaw Director, Marketing Solutions
comScore’s Innovative Approach RevolutionizesMeasurement    2 Million Person Panel                           PERSON-Centri...
It is difficult to overstate the importance of social media Usage is nearly ubiquitous Social media is impacting: – Geop...
Percentage of Machines Included in UDM Measurement                More than half of local online populations              ...
The Rise of the GlobalSocial Networking Audience1,600                                                                     ...
1  Nearly in 5 minutes online  is spent on social networks today.                 2008                  2009   2010       ...
1/3 of the world‟s social    Middle East -       Africa                            networkers are in         9%           ...
Yet 5 of the most engaged markets forsocial networking are in Latin America.                                              ...
7.6                      Average Hours per Person in Latin America                            Spent on Social Networking  ...
Social Media sites draw more UK visitors than retail,e-mail, and news sites                                               ...
The Growth of Today‟s Social Networking Leaders               2008               2009   2010                             2...
Google+ surged to 25 million visitors in less than      a month – faster than any other social network.                   ...
Social Media‟s OnlineAudience
Across all regions,      women are more social.                                                                        8.2...
Males and users 55+ represent the fastest          growing segment in social networking.             +5.0                 ...
Women still spend more time on social than men, butthe gender gap is narrowing for younger demographics.                  ...
saw the largest decline in                                                engagement with web-based15-24 year olds        ...
…but also saw the highest                                                 increase in engagement with                     ...
For digital natives,                             Social                                               Networkingsocial net...
Social Media‟s Impact onMarketing
3Facebook‟s worldwide site rank           Facebook‟s global55%        penetration                      Source: comScore Me...
3   in 4 minutes on social networking    sites are spent on Facebook1     in 7 minutes spent online     are spent on Faceb...
Today, there are only 7 markets whereFacebook is not the leading social network.                                      Russ...
Facebook is the largest publisher                              of online display ad impressions,                  attracti...
Despite Social Networking‟s leadership in   the display ad market, it is not yet   attracting its fair share of online ad ...
75% of ads will become socially enabled by 2015  Google makes 7 predictions for display advertising market by 2015       1...
1 out of 12 display ads are socially-enabled.Among CPG advertisers, 1 out of 6display ads are socially-enabled.           ...
Are Facebook Brand Pages the new microsite? Yes, ifCPG advertisers are any indication      Click Through Destination for N...
Leading Brands on Facebook Globally        Leading brand pages by fan volume include FMCG, technology, clothing & leisure4...
The Power of Like: White Paper from comScore &Facebook                                                    To download whit...
49% of time spent on Facebook is spent on the Newsfeedand Profile pages         Share of Time Spent on Facebook.com by Con...
Brands control the three basic levers that willdetermine social media marketing success.                       Many brands...
The vast majority of brand exposure happens in theNewsfeed and on Profile pages      Starbucks received 156 impressions fo...
Understanding How Facebook Works For Brands     Facebook Fans are NOT regular visitors to Facebook Fan   Pages. Marketers ...
Friends of Fans represent a way for brands to efficiently amplify their reach substantially beyond Fans                   ...
Fans and Friends of Fans exposed to earned brand  impressions on Facebook exhibit higher brand  engagement, than the avera...
Brand Exposure in Social Media Tends To Lead ToSignificantly Higher Usage of Owned Media                                  ...
Exposed Fans also tend to spend more at Starbucks thanthe average Internet user  Starbucks: Fans & Friends of Fans Purchas...
And Finally…
Mobile Social Networking: U.S. Smartphone Owners Leadthe Way           63.3% Smartphone                                   ...
Smartphones drive mobile social networking use.             64.1%                                     45.2%    38.8%      ...
Tablets and Connected Devices:The Future of Mobile Social Networking?Incremental Reach and Duration of Time Spent on Selec...
Summary• Social networking is the most popular online activity worldwide• It‟s not just young people using social networki...
Thank You   Mike Shaw   Director, Marketing Solutions   mshaw@comscore.com
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  1. 1. The State of Social Media Online Marketing Institute London, Feb 2012 Mike Shaw Director, Marketing Solutions
  2. 2. comScore’s Innovative Approach RevolutionizesMeasurement 2 Million Person Panel PERSON-Centric Panel with 360°View of Person Behavior SITE-Census Measurement PANEL CENSUS Unified Digital Measurement™ (UDM) Patent-Pending Methodology Adopted by 90% of Top U.S. Media Properties © comScore, Inc. Proprietary. 2 V1011
  3. 3. It is difficult to overstate the importance of social media Usage is nearly ubiquitous Social media is impacting: – Geopolitics: Tunisia, Egypt, Libya, etc – US politics: 2008 election, and soon the 2012 election – Retail: Groupon visitation is up 250% versus the previous year – Marketing: Facebook is the single largest server of display inventory on the web – Consumer behavior: Social media accounts for 18% of all time spent online The web’s connective tissue: hyperlinks  social connections © comScore, Inc. Proprietary. 3
  4. 4. Percentage of Machines Included in UDM Measurement More than half of local online populations engage in social networking. North America North America Europe Middle East & Africa Asia PacificCanada 94% Argentina 96% Austria 86% Israel 94% Australia 96%United States 98% Brazil 97% Belgium 93% South Africa 88% China 53% Chile 94% Denmark 94% Hong Kong 93% Colombia 96% Finland 91% India 95% Mexico 96% France 91% Indonesia 94% Peru 96% Germany 90% Japan 58% Puerto Rico 90% Ireland 95% Malaysia 94% Venezuela 96% Italy 93% New Zealand 95% Netherlands 94% Philippines 96% Norway 89% Singapore 94% Poland 95% South Korea 87%Percentage of Online Population Portugal 96% Taiwan 94%Using Social Networking Russia 88% Vietnam 85% Spain 98%around the World* Sweden 93%% Reach of Online Population Switzerland 90% Turkey 96%* Data is based on the 43 countries on which United Kingdom 98%comScore reports individually. Source: comScore Media Metrix, October 2011
  5. 5. The Rise of the GlobalSocial Networking Audience1,600 +88%1,400 Total Internet1,200 +174%1,000 Social Networking 800 600 400 200 Worldwide Total Unique Visitors (MM) 0 2007 2008 2009 2010 2011 Source: comScore Media Metrix, March 2007 - October 2011
  6. 6. 1 Nearly in 5 minutes online is spent on social networks today. 2008 2009 2010 201135 Social Networking30 Search/Navigation Retail25 Communications (Email/IM) Other ContentTime Spent on Key Categories OnlineWorldwide Hours per Month (Billions) Source: comScore Media Metrix, March 2007 - October 2011
  7. 7. 1/3 of the world‟s social Middle East - Africa networkers are in 9% Asia Pacific. Asia Pacific 33% Regional Share ofEurope Total Unique Visitors30% to Social Networking Latin America North America 10% 18% Source: comScore Media Metrix, October 2011
  8. 8. Yet 5 of the most engaged markets forsocial networking are in Latin America. Average Hours per Visitor11.1 10.7 10.4 10.2 9.8 8.7 8.5 8.3 7.9 7.7 Source: comScore Media Metrix, October 2011
  9. 9. 7.6 Average Hours per Person in Latin America Spent on Social Networking 2.9 Average Hours per Person in Asia Pacific Spent on Social Networking % 7.6 7.2 7.0 6.4 2.9 Latin Middle East Europe North Asia Pacific America - Africa AmericaAverage Engagement with Social Networking by RegionAverage Hours per Visitor Source: comScore Media Metrix, October 2011
  10. 10. Social Media sites draw more UK visitors than retail,e-mail, and news sites % Reach 100 95.3 93.5 89.5 90 80 73.7 70 64.2 63.7 60 51.0 50 40 30 20.2 20 10 0 Source: comScore Media Metrix, January, 2012 © comScore, Inc. Proprietary. 10
  11. 11. The Growth of Today‟s Social Networking Leaders 2008 2009 2010 2011900800700 Facebook600 Twitter500 LinkedIn400300Total Unique Visitors (MM) Source: comScore Media Metrix, March 2007 - October 2011
  12. 12. Google+ surged to 25 million visitors in less than a month – faster than any other social network. Months to Reach 25 Million Visitors0 5 10 15 20 25 30 35 <1 month to Google+ MySpace Twitter Facebook reach 25 million Total Unique Visitors (MM) Source: comScore Custom Analytics, July 2011
  13. 13. Social Media‟s OnlineAudience
  14. 14. Across all regions, women are more social. 8.2 Latin America 6.9 8.2 Europe 6.3 7.9 North America 6.0 3.3 Asia Pacific 2.7 6.5 Worldwide 5.0 Females 15+ Males 15+Average Engagement with Social Networking by GenderAverage Hours per Visitor Source: comScore Media Metrix, October 2011
  15. 15. Males and users 55+ represent the fastest growing segment in social networking. +5.0 +8.0 +8.4 +5.3 84.4% +8.4 +9.4 +9.3 83.9% 83.0% 82.9% 81.0% 79.4% 80.0% 79.9% 78.7%% Reach 75.0% 74.6% 71.6% 70.6% 71.7% Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+ Males Females July-10 October-11 Social Networking Penetration Among Worldwide Demographic Groups % Reach Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010
  16. 16. Women still spend more time on social than men, butthe gender gap is narrowing for younger demographics. 4.9 Age 55+ 2.7 6.4 Females Age 45-54 3.9 Males 5.6 Age 35-44 3.9 5.8 Age 25-34 4.9 8.6 Age 15-24 7.5 Average Hours per VisitorSocial Networking Engagement AmongWorldwide Demographic GroupsAverage Hours per Visitor Source: comScore Media Metrix, Worldwide, October 2011
  17. 17. saw the largest decline in engagement with web-based15-24 year olds email and instant messaging 34% 25% 21% 15% 12% 1% -4% -3% -8% -22% -32% -34% -37% -36%-42% Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+ Instant Messengers Email Social NetworkingChange in Average Time Spent with Content Categoryby Age Segment Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010
  18. 18. …but also saw the highest increase in engagement with social networking. 34% 25% 21% 15% 12% 1% -4% -3% -8% -22% -32% -34% -37% -36%-42% Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+ Instant Messengers Email Social NetworkingChange in Average Time Spent with Content Categoryby Age Segment Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010
  19. 19. For digital natives, Social Networkingsocial networking 483.0is the norm. Instant Messengers 264.7 Email 67.1 Average Minutes per Visitor (15-24) Source: comScore Media Metrix, Worldwide, October 2011
  20. 20. Social Media‟s Impact onMarketing
  21. 21. 3Facebook‟s worldwide site rank Facebook‟s global55% penetration Source: comScore Media Metrix, October 2011
  22. 22. 3 in 4 minutes on social networking sites are spent on Facebook1 in 7 minutes spent online are spent on Facebook Source: comScore Media Metrix, October 2011
  23. 23. Today, there are only 7 markets whereFacebook is not the leading social network. Russia Poland Japan China South Korea Vietnam Brazil Source: comScore Media Metrix, October 2011
  24. 24. Facebook is the largest publisher of online display ad impressions, attracting a “long tail” of smaller advertisers.Publisher Share of Display Ad Impressions Source: comScore Ad Metrix, U.S., Q3 2011
  25. 25. Despite Social Networking‟s leadership in the display ad market, it is not yet attracting its fair share of online ad dollars. 27.7% Display Ad Impressions 20.7% Page Views 16.9% Time Spent Online 14.8% Display Ad Estimated SpendingSocial Networking Share of Key Metrics Source: comScore Ad Metrix and Media Metrix, U.S., October 2011
  26. 26. 75% of ads will become socially enabled by 2015 Google makes 7 predictions for display advertising market by 2015 1. 50% of online ads will have video in them 2. 50% of all targeted display advertising will rely on real-time bidding 3. Mobile will become #1 screen for advertising 4. New metrics will emerge to measure success of ad campaigns 5. 75% of ads will become socially enabled 6. 50% of brand campaigns will run rich media in ads 7. Display advertising will become a $50 billion industry Source: Googles Seven Display Ad Predictions http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=136685 © comScore, Inc. Proprietary. 26
  27. 27. 1 out of 12 display ads are socially-enabled.Among CPG advertisers, 1 out of 6display ads are socially-enabled. Socially Enabled, 8.2% Socially Enabled, Display Ad16.7% $ Display Ad Impressions Total Internet Display Ad Impressions CPG Advertisers All All Other, Other, 91.8% 83.3% Source: comScore Ad Metrix Social, U.S., November 2011
  28. 28. Are Facebook Brand Pages the new microsite? Yes, ifCPG advertisers are any indication Click Through Destination for New CPG Banner Ads NOT Running on Facebook Facebook, 15% Amazon, 6% All Other, 76% YouTube, 3% © comScore, Inc. Proprietary. 28
  29. 29. Leading Brands on Facebook Globally Leading brand pages by fan volume include FMCG, technology, clothing & leisure40.0 Global Facebook Fans (m) 34.435.030.0 25.325.0 23.1 22.4 20.8 19.320.0 17.4 15.6 15.3 14.315.0 12.3 12.2 11.3 11.3 11.2 10.7 10.5 10.5 10.4 10.210.0 5.0 - Source: Facebook fan pages & www.famecount.com, September 2011 © comScore, Inc. Proprietary. 29
  30. 30. The Power of Like: White Paper from comScore &Facebook To download white paper please visit www.comscore.com/like © comScore, Inc. Proprietary. 30
  31. 31. 49% of time spent on Facebook is spent on the Newsfeedand Profile pages Share of Time Spent on Facebook.com by Content Section Source: comScore Mediabuilder, U.K., Dec 2011 29% 32% Homepage/News Profiles Photos Apps/Tools 6% All Other 17% 17% © comScore, Inc. Proprietary. 31
  32. 32. Brands control the three basic levers that willdetermine social media marketing success. Many brands don’t consider these intermediary steps Brand Fans “Talk News Feed Goal: MaxGet Fans Messages About” Content (Who are Reach Fans News Feed Spreads to Reach, they?) ROI in News Feed Content Friends 1. Cut-Through 2. Engagement 3. Amplification
  33. 33. The vast majority of brand exposure happens in theNewsfeed and on Profile pages Starbucks received 156 impressions for every 1 page view on their brand page Starbucks, Southwest & Bing: Ratio of Facebook Impressions for Fans & Friends of Fans to Page Views on Brand Fan Pages Source: comScore Social Essentials, U.S., May 2011180160 156140120100 80 60 42 45 40 20 0 Starbucks Southwest Bing © comScore, Inc. Proprietary. 33
  34. 34. Understanding How Facebook Works For Brands Facebook Fans are NOT regular visitors to Facebook Fan Pages. Marketers need to reach out to Fans in their News Feed with relevant content! Monthly Unique Visitors Brand No. of Fans To Facebook Fan Pages Coca Cola 24.0 Million 39,000 Oreos 17.5 Million 137,000 Best Buy 2.7 Million 175,000 Source: comScore, US data, Oct 2011 © comScore, Inc. Proprietary. 34
  35. 35. Friends of Fans represent a way for brands to efficiently amplify their reach substantially beyond Fans Earned FANS Exposed Fans Reach Frequency GRP ImpressionsSouthwest 661K 2,457K 0.3% 3.7 1.1Bing 1,070K 3,353K 0.5% 3.1 1.6Starbucks 4,841K 13,664K 2.2% 2.8 6.3 Earned FRIENDS Exposed Friends Reach Frequency GRP ImpressionsSouthwest 853K 1,460K 0.4% 1.7 0.7Bing 2,035K 3,183K 0.9% 1.6 1.5Starbucks 8,846K 18,073K 4.1% 2.0 8.4 Friends expand Fans Reach by 33% to 86% © comScore, Inc. Proprietary. 35
  36. 36. Fans and Friends of Fans exposed to earned brand impressions on Facebook exhibit higher brand engagement, than the average user Friends Friends FriendsBaselineInternet User Source: comScore Social Esessentials May2011 © comScore, Inc. Proprietary. 36
  37. 37. Brand Exposure in Social Media Tends To Lead ToSignificantly Higher Usage of Owned Media Football club website reach amongst UK Internet Users30.0 26.925.0 23.220.0 18.715.010.0 7.6 6.6 6.8 5.0 1.6 1.4 1.3 0.0 Total Exposed Exposed Total Exposed Exposed Total Exposed Exposed Internet Friend of Fan Internet Friend of Fan Internet Friend of Fan Fan Fan FanSource: comScore Social Essentials, July 2011 © comScore, Inc. Proprietary. 37
  38. 38. Exposed Fans also tend to spend more at Starbucks thanthe average Internet user Starbucks: Fans & Friends of Fans Purchase Activity vs. Average Internet User Source: comScore Social Essentials, U.S., May 2011 12% 11% 10% 8% 8% 6% 4% 2% 0% Spending per Buyer Transactions per Buyer © comScore, Inc. Proprietary. 38
  39. 39. And Finally…
  40. 40. Mobile Social Networking: U.S. Smartphone Owners Leadthe Way 63.3% Smartphone 44.5% Smartphone owners accessed at least owners accessed at least once in month once in month 61.5% Smartphone 38.4% Smartphone owners accessed at least owners accessed at least once in month once in month 60.7% Smartphone 37.9% Smartphone owners accessed at least owners accessed at least once in month once in month 47.4% Smartphone 34.7% Smartphone owners accessed at least owners accessed at least once in month once in month Product: MobiLens Data: Three month average ending September 2011* (*with the exception of Japan , Canada - 1 month data September 2011) © comScore, Inc. Proprietary. 40 Country: US, N= 30,659, EU5, N= 67,003, JP, N= 5,000 , CA, N= 5,500
  41. 41. Smartphones drive mobile social networking use. 64.1% 45.2% 38.8% 40.4% 36.5% 23.1% 25.4% 22.8% U.S. EU5 Accessed Social Networking Site or Blog Almost Every Day U.S. EU5 Accessed Social Networking Site or Blog Ever Accessed Social Networking via App in a Month Accessed Social Networking via Mobile Browser% of Smartphone Audience Source: comScore MobiLens, 3 Month Average Ending October 2011*
  42. 42. Tablets and Connected Devices:The Future of Mobile Social Networking?Incremental Reach and Duration of Time Spent on SelectedCategories Relative to Computer Use for iPhone and iPad Owners Incremental Reach Incremental Duration Total Internet 0.2% 2.0x Maps 56.8% 9.2x News/Information 28.9% 1.6x Email 23.6% 1.9xSocial Networking 12.5% 2.8x Retail 8.7% 2.5x Source: comScore Custom Analytics, U.S., September 2011
  43. 43. Summary• Social networking is the most popular online activity worldwide• It‟s not just young people using social networking anymore – it‟s everyone• The importance of Facebook cannot be overstated• „Digital natives‟ suggest communications are going social• Social networking leads in online display advertising volumes, but lags incorresponding share of budget• Mobile devices are fueling the social addiction
  44. 44. Thank You Mike Shaw Director, Marketing Solutions mshaw@comscore.com
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