0
Understanding Paid and EarnedReach on FacebookFacebook and comScore, October 2012
Measurement Researcher,   Client Service Manager,       Facebook               comScore, Inc.
Brands are investing in connections andcontent
Social drives resultscomScore April 2012: Power of Like 2: How Social Marketing Works
Connections can extend organic audiencecomScore May 2011: The Power of Like : How Brands Reach and Influence Fans Through ...
Recent research suggests that maximizing     reach maximizes ROI                                         Median Return on ...
Facebook’s ad platform is built to leveragethe power of social messaging at scale                              like Red Bu...
Can paid media significantly extend reachfor even the largest brands on Facebook?Is the audience reached by paid mediavalu...
ApproachIn a case study of 3 major brands                 Quantify brand reach through measurement of                 tota...
Can paid media significantly extend reachfor even the largest brands on Facebook?
3 top brands reach 5x audience with paid                    Audience reached by Paid, Organic, and Both             120,00...
100 top pages extend audience by 5x whenusing paid in addition to organic publishing                 Reach Amplification o...
Paid media can extend the reach of a singlepiece of content by more than 100x                                        Samsu...
Is the audience reached by paid mediavaluable to these brands?
Paid audience similar to earned in age andFacebook use     Samsung Reach Distribution by Age                     Samsung R...
Those exposed to paid Major Retailer ads on FB, were 66% more likely to purchase online at Major Retailer.com and 45% more...
Samsung Exposed Audience – Heavy, Engaged Internet users with a        higher propensity to purchase online across brand-r...
Those exposed to Major Financial Services brand paid ads were more  likely to transact with a MFS brand among other cards ...
Can paid media significantly extend reach for eventhe largest brands on Facebook?Across 100 top publishers and in a case s...
Upcoming SlideShare
Loading in...5
×

Omma social 1215 leah atkinson adrienne polich

645

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
645
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • These are sound investments.- research supports this. Let’s take content.
  • In April 2012 comScore showed us that exposure to earned media can drive incremental purchasing in fans and friends of fanswithin 4 weeks of exposure to Starbucks media, there was a 38 percent lift in purchase incidence among the exposed group(2.12 divided by 1.54)
  • Fan connections are a brand’s core organic audience.In 2011, comScore found that friend-of-fan connections can extend the reach of a brand’s organic content beyond the friend base alone.
  • a study conducted in partnership with Datalogix—connects ad exposure (seeing a brand’s ad) on Facebook with in-store purchases (buying the brand’s product). 44 campaigns analyzed. The 22 highest reach per dollar campaigns were compared to the 22 lowest reach per dollar campaigns. Going back to those strategies of building connections and content– this research suggests that marketing investment works hardest when that powerful social content gets in front of a broad audience
  • In fact, Facebook’s ad platform was designed to do just thatIf you’re a big brand you do the mental math: at 2M fans…We know there are natural limits to organic publishingIn practice, can largest brands benefit from using paid or are they already in touch with potential customers?
  • Our research today was designed to examine the real math behind that question and answer the following
  • Retail: ~20M fans, Telecom: ~10M fans, Financial Services: ~3M fans
  • There’s been such a focus on building fan bases in last couple years, we believe there is a lot of value in fan bases, but we believe that the reach they achieve through connected fan bases alone isn’t enough (they’re leaving an opportunity to )Can largest brands benefit from using paid or are they already in touch with potential customers?
  • Looked at 3 case study brands. These were:Top fan base sizeTop organic publishers, leaders in their verticalsRepresent diversity of sizes and verticalsPaid audience But we wanted to see
  • There’s been such a focus on building fan bases in last couple years, we believe there is a lot of value in fan bases, but we believe that the reach they achieve through connected fan bases alone isn’t enough (they’re leaving an opportunity to )Can largest brands benefit from using paid or are they already in touch with potential customers?
  • There’s been such a focus on building fan bases in last couple years, we believe there is a lot of value in fan bases, but we believe that the reach they achieve through connected fan bases alone isn’t enough (they’re leaving an opportunity to )Can largest brands benefit from using paid or are they already in touch with potential customers?Actionable takeaway: when organic efforts starting to resonate, good signal that should double down and make this. Levers on per-post basisWhy are we talking about reach today? Reach drives sales (per Brad’s speech)
  • Transcript of "Omma social 1215 leah atkinson adrienne polich"

    1. 1. Understanding Paid and EarnedReach on FacebookFacebook and comScore, October 2012
    2. 2. Measurement Researcher, Client Service Manager, Facebook comScore, Inc.
    3. 3. Brands are investing in connections andcontent
    4. 4. Social drives resultscomScore April 2012: Power of Like 2: How Social Marketing Works
    5. 5. Connections can extend organic audiencecomScore May 2011: The Power of Like : How Brands Reach and Influence Fans Through Social Media Marketing
    6. 6. Recent research suggests that maximizing reach maximizes ROI Median Return on Ad Spend 10 8.98 9 8 7 6 5 4.77 4 3 2 1 0 Low Reach High ReachFacebook: Making Digital Campaigns Better, B. Smallwood at IAB Mixx October 2012
    7. 7. Facebook’s ad platform is built to leveragethe power of social messaging at scale like Red Bull Right-hand side on homepage
    8. 8. Can paid media significantly extend reachfor even the largest brands on Facebook?Is the audience reached by paid mediavaluable to these brands?
    9. 9. ApproachIn a case study of 3 major brands Quantify brand reach through measurement of total audience reached by paid and organic media during a week in June 2012 Assess value of paid audience by measuring key buying and shopping metrics of audience exposed to paid media
    10. 10. Can paid media significantly extend reachfor even the largest brands on Facebook?
    11. 11. 3 top brands reach 5x audience with paid Audience reached by Paid, Organic, and Both 120,000,000 4.9x 100,000,000 5.2x 80,000,000 60,000,000 5.6x 40,000,000 20,000,000 0 Samsung Mobile Major Financial Major Retailer USA ServicesPaid reach only 67,611,540 82,039,567 33,669,817Both Paid and Organic reach 10,697,054 16,833,446 4,455,407Organic reach only 4,250,483 3,373,758 2,294,109
    12. 12. 100 top pages extend audience by 5x whenusing paid in addition to organic publishing Reach Amplification of top Organic Publishers 100 brand pages with top June organic reach matched by fan size 18,000,000 16,000,000 5.3x 14,000,000 12,000,000 10,000,000 8,000,000 6,000,000 4,000,000 2,000,000 - Do not use Paid Use Paid Organic Reach 2,873,454 2,911,875 Paid Reach 15,464,473 Average Fans 9,980,621 10,018,059
    13. 13. Paid media can extend the reach of a singlepiece of content by more than 100x Samsung per-post reach Paid Earned 4.7x 0.9x 0.6x 19.7x 19.3x 92.2x 143.4x 0x 4.2x 4.8x 5.8x 1.2x 4.3x 8.1x 2.6x 8.3x 9.6x 1.2x 80,000,000 70,000,000 60,000,000 50,000,000 40,000,000 30,000,000 20,000,000 10,000,000 0 10,000,000
    14. 14. Is the audience reached by paid mediavaluable to these brands?
    15. 15. Paid audience similar to earned in age andFacebook use Samsung Reach Distribution by Age Samsung Reach Distribution by Pages 30.00% Fanned 45.00% 25.00% 40.00% 35.00% 20.00% 30.00% 15.00% 25.00% 20.00% 10.00% 15.00% 10.00% 5.00% 5.00% 0.00% 0.00% 13-17 18-24 25-34 35-44 45-54 55+ 0-100 101-200 201-400 400+ Paid 14.03% 21.38% 24.07% 17.18% 13.53% 9.81% Paid 24.07% 20.27% 25.73% 29.93% Earned 21.00% 24.76% 21.51% 16.00% 10.77% 5.96% Unpaid 13.03% 17.65% 27.40% 41.92%
    16. 16. Those exposed to paid Major Retailer ads on FB, were 66% more likely to purchase online at Major Retailer.com and 45% more likely to buy in-store Major Retailer buyer reach penetration Compared to the average Internet compared to total internet June 2012 user, those exposed to paid media index 12.00% higher on eCommerce spending overall 10.00% and spent: 8.00% • 3X more in the Gift Certificates/Coupons, Flowers/Gifts, & Sports/Fitness 6.00% categories online than average Internet user 4.00% • 2X more in the Baby Supplies, Handhelds/PDA’s & Portable Devices Categories 2.00% • Nearly 2X in the Books/Music, Event Tickets, Video 0.00% Games/Consoles Categories Retailer.com Retailer storesPaid Audience 1.37% 10%Total Internet • 20% more in the Apparel and Food, Beverage and 0.82% 7%index 166 145 CPG categories
    17. 17. Samsung Exposed Audience – Heavy, Engaged Internet users with a higher propensity to purchase online across brand-relevant categories Samsung Mobile Paid Audience Samsung Exposed users are: Buying Power Index Compared to Total Internet350 • Heavier, highly engaged Internet users overall300 • 68% more likely to visit Technology News250 Sites, 50% more likely to visit Telecommunications sites and 62% more likely to visit Consumer Electronics sites200 • Notably high BPI in two Samsung-relevant150 categories – Mobile Phones (150) and Handhelds, PDA’s & Portable Devices (169)100 • Samsung paid exposed users were 173% more 50 likely than the average user to conduct searches that contained the word ‘Samsung’ and did so 39% more 0 frequently than average SPORT & FITNESS CONSOLE VIDEO GAMES & PORTABLEMUSIC LAPTOP COMPUTERS HANDHELDS, PDAS DEVICES MOBILE PHONES &MOVIES & VIDEOS PLANS
    18. 18. Those exposed to Major Financial Services brand paid ads were more likely to transact with a MFS brand among other cards in wallet compared to the average Internet user Major Financial Services brand Paid Major Financial Services (MFS) Audience Reach and Purchase Share Index brand Paid Exposed Users: 160 140 • 31% more likely to be a MFS brand Card holder than the average Internet user* 120 100 • 18% of paid media exposed group made an online purchase during the exposure month compared to 80 12% of total Internet; 47% more likely to transact 60 with MFS brand than average user 40 • Transaction and Dollar Share indices were highest 20 among the paid exposed group – they spent 24% on 0 their MFS cards compared to other cards in the Dollar Share Index Transaction Share Buyer Reach Index wallet than the average Internet user and were 19% Index more likely to transact with MFS brand among the Competitor 1 Competitor 2 Competitor 3 Paypal Major Financial Services brand other cards in the wallet (transaction share)*cS panelists were determined to be cardholders if they were observed making an online transaction with a MFS and/or checked a MFS banking or credit card statement showingthey made a purchase during the month
    19. 19. Can paid media significantly extend reach for eventhe largest brands on Facebook?Across 100 top publishers and in a case study of 3major brands, paid media amplified reach by 5x overorganic audienceIs the audience reached by paid media valuable tothese brands?comScore analysis found that paid audiencesconsistently over-index on key shopping and buyingmetrics relevant to specific case study brands
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×