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