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  1. 1. Graham Mudd | VP, Search & Media | comScore | @grahammudd<br />
  2. 2. Social Media sites draw more visitors than retail, e-mail, and news sites<br />Q: What percentage of internet users visited a Social Media site in June?<br />A: 84.2%<br />comScore Media Metrix, June 201 (Panel Only Data)<br />
  3. 3. What Online Categories are Driving Web Usage?<br />In comparison to other major categories, social media sites are doing remarkably well<br />Top Categories Engagement<br />comScore Media Metrix Panel OnlyData, June 2011<br />
  4. 4. But how much of their time do they spend at social media sites?<br />Age<br />
  5. 5. Just how important is social media?<br />381<br />minutes per user<br />704<br />pages per user<br />33<br />visits per user<br />
  6. 6. Social Media’s Impact on Marketing<br />
  7. 7. Some advertisers heavily use social media to encourage brand interaction<br />Heineken heavily used socially enabled ads in May to encourage users to interact with its brand through Facebook<br />Kraft delivered the most socially enabled ads in May (about 166M impressions)<br />* Ad Metrix (May 2011) US data<br />
  8. 8. Are Facebook Brand Pages the new microsite? Yes, if CPG advertisers are any indication<br /> Google has predicted that by 2015, 75% of ads will incorporate a social element<br />
  9. 9. Between September 2010 and April 2011, the percentage of adults who have ‘liked’ a brand increased from 47% to 59%<br />eMarketer Daily, June 16, 2011<br /><ul><li> Liking brands on Facebook has become one of the most common activities amongst all age groups.
  10. 10. Nearly 6 out of 10 Facebook users over age 18 liked a brand in April 2011.</li></li></ul><li>The Power of Like: White Paper from comScore & Facebook<br />Key Points & Implications<br /><ul><li> comScore Social Essentials™  New product enabling measurement of social media brand exposure & fan value
  11. 11. Brand value is created on the newsfeed, not on Fan pages
  12. 12. Friends of Fans amplify a brand’s message by increasing reach and appear to be persuaded by brand messages from trusted friends
  13. 13. Social Media is a media channel comparable w/ Online & TV (R/F/GRPs)</li></ul>To download white paper please visit<br /><br />
  14. 14. Strategic challenges addressed by Social Essentials insights:<br />Introducing Social Essentials<br />Determine whether you are reaching your target consumer.<br />Benchmark your brand’s presence on Facebook to that of your competitors.<br />Compare the reach and frequency of your brand’s Facebook presence to other media channels.<br />Tailor marketing campaigns and partnerships to your Facebook audience’s interests and passions.<br />
  15. 15. comScore can measure most major brand exposures on Facebook<br />Page Publishing – These unpaid impressions appear on the Fan page wall and may also appear in the Newsfeed of a Fan or a Friend of a Fan.<br />Stories about Friends - These unpaid impressions occur when a Friend actively engages with a brand (e.g. Amy Likes Southwest Airlines) and become visible either on a Friend’s wall or in the Newsfeed. These stories may appear to Fans and Friends of Fans.<br />Sponsored Stories – These paid impressions are similar to Stories about Friends, but they have been actively distributed more broadly and appear in the right hand column to Fans and Friends of Fans.<br />Ads with Social – These branded messages come directly from the advertisers with a social context on the unit that appears to Friends of Fans (e.g. Roger Tison Likes Southwest Airlines, appearing at the bottom of the ad unit). <br />Earned<br />(Unpaid) Media<br />Paid<br />Media<br />
  16. 16. Exposure types measured by Social Essentials<br />
  17. 17. 48% of time spent on Facebook is spent on the Newsfeed and Profile pages<br />
  18. 18. The vast majority of brand exposure happens in the Newsfeed and on Profile pages<br />In May, Starbucks received 156 impressions for every 1 page view on their brand page!<br />
  19. 19. Furthermore, Facebook estimates that only a relatively small proportion of fans see a brand’s posts<br />
  20. 20. Friends of Fans are a major, often untapped, source of additional reach and effectiveness<br />Bing Facebook Fan Segments<br />Source: Facebook, Worldwide Data<br />Starbucks, Southwest & Bing: Total U.S. Internet Reach of Social Media Brand Impressions among Fans & Friends of Fans<br />
  21. 21. For every Fan, on average, there are 34 friends that can be reached through the Newsfeed and advertising<br />Source: Facebook<br />
  22. 22. The FoF multiplier in action<br />24 million fans<br />1.7 million fans<br />1.8 million fans<br />
  23. 23. Social media brand impressions can represent a very meaningful percentage of a brand’s total digital campaign delivery<br />Fan Counts for Leading Brand Pages are Approximately Doubling Each Year  Opportunity to Deliver Brand Impressions Only Increasing Over Time<br />Earned Brand Impressions for Starbucks Equivalent to 61% of its Display Ad Delivery<br />
  24. 24. Not surprisingly, Starbucks Fans tend to be younger than in-store visitors<br />
  25. 25. Fans and Friends of Fans exposed to brand impressions on Facebook exhibit higher brand engagement, such as site visitation<br />Brands now have the tools to understand the VALUE of their Fans and calculate the ROI of their Social Media Investment<br />
  26. 26. Exposed Fans also tend to spend more at Starbucks than the average Internet user<br />
  27. 27. Standard media measurement metrics can now be applied to earned and paid social media<br />
  28. 28. Thanks! Questions?<br /> Contact Details:<br /><br /> @grahammudd<br />