The majority of users’ time online is spent with content; a great deal is also spent on email and social networks – two platforms where content can be shared. This study from AOL and Nielsen investigates the overlap between content and sharing to answer the question: Does content fuel the social web? In a word, yes. 23% of all social media messages contain links to content. Plus, this doesn't account for downstream activity – responses to these messages such as comments and “likes.” What's more, it turns out sharing is a cross-platform activity, with the same people utilizing multiple means for distributing their favorite content. So how can marketers, agencies, buyers and planners take advantage of content sharing? The study looks at the following key areas: The amount of social media conversations that include content & brand mentions The user’s motivations: What makes people want to share content? Two main strategies for using content sharing to spread your brand’s message Industry-specific information for autos, entertainment, finance and tech

1. Content is the
Fuel of the
Social Web
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2. PRESENTERS
Rob Medich (moderator) is the Kristin Kovner is a Senior Jon Stewart is Research
managing editor of AdWeek’s Marketing Director at AOL, Director for Nielsen’s Online
website, “Fuel the Future.” where she manages the AOL division. In this role, Jon is
As an employee, writer, or both, Advertising brand and sets responsible for identifying key
he’s covered: general lifestyle and executes the business digital trends
(Men’s Health and Men’s marketing strategy for AOL's from Nielsen’s suite of Online
Fitness), entertainment 40+ owned and operated research solutions
(Premiere, TV Guide, the New content sites, including and conveying their impact
York Post, CBS.com/ AOL.com, Engadget, within the online advertising
CBSNews.com), travel (the MapQuest, Moviefone, ecosystem.
Condé Nast Traveler site TechCrunch, and The
Concierge.com, Private Air), Huffington Post.
fashion (InStyle.com),
consumer electronics (Sound &
Vision magazine and its
website), and more.
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3. 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.
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4. PEOPLE SPEND MORE THAN HALF
THEIR TIME ONLINE WITH CONTENT
An 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 auto
Source: Nielsen Netview, December 2010
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5. IS CONTENT
THE FUEL OF
THE SOCIAL
WEB?
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6. Source: NM Incite, GGM Type Comparison Report Date Range:
1/17/2011-2/16/2011, Nielsen Netview Dec 2010

7. CONTENT
SHARING All messages Industry-specific
PERCENTAGES
SKYROCKET
When messages are
specific to an industry,
people are more likely to
share 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 Date
Range: 1/17/2011-2/16/2011
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8. SHARING INCREASES ACROSS
ALL PLATFORMS
Half of all industry-specific social media messages
include content sharing.
INDUSTRY
All Messages Industry-Specific
Messages SPECIFIC
SHARING
Source: NM Incite, GGM Type Comparison Report Date Range: 1/17/2011-2/16/2011
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9. WHO SHARES CONTENT? EVERYONE.
Sharing isn’t age or gender specific
DEMOGRAPHICS
MIRROR THE
ONLINE UNIVERSE
Online
Universe
Content
Sharers
Source: Nielsen Online Custom Survey, Dec 10 – Jan 11, Sample n=1,282 9

10. WHERE DO PEOPLE SHARE? EVERYWHERE.
Content sharing occurs on every social media platform.
Source: Nielsen Online Custom Survey, Dec 10 – Jan 11, Sample n=1,282
Q: On average, how frequently do you use each of the following services specifically to share information you have found online?
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11. EMAIL IS
THE MOST
POPULAR
WAY
TO SHARE
CONTENT
While users share
everywhere, email is
the primary sharing
channel for most people.
of people who share
via a social network
are sharing via
multiple platforms
Source: Nielsen Online Custom Survey, Dec 10 – Jan 11,
Sample n=1,282. Q: What is the primary way you share
information you found online?
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12. EMAIL AND
SOCIAL
NETWORK
SHARING ON
THE RISE
People are sharing more
than they did 2-3 years
ago - 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
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13. SOCIAL NETWORK SHARERS
SKEW FEMALE
Social network
Email sharers’ age
sharers are 17%
demographics
more likely to
mirror the online
be female
universe
Source: Nielsen Online Custom Survey, Dec 10 – Jan 11, Sample n=1,282
Q: On average, how frequently do you use each of the following services specifically to share information you have found online?
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14. AGE 25-34 OVERINDEX AS SHARERS
Source: Nielsen Online Custom Survey, Dec 10 – Jan 11, Sample n=1,282
Q: On average, how frequently do you use each of the following services specifically to share information you have found online?
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15. 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=1,282
Q: Who are you typically sharing with on <social media type>?
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16. TRUST
People 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 about
Source: Nielsen Online Custom Survey, Dec 10 – Jan 11, Sample n=1,282
Q: Thinking of the information you find online and share with others, which statements best describes the content you would like to share with others?
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17. TRUST
People 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
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18. WITH ALL
THIS SHARING,
WHERE IS THE
MARKETING
OPPORTUNITY?
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19. TWO KEY WAYS TO ENGAGE WITH
CONTENT 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
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20. TWO KEY WAYS TO ENGAGE WITH
CONTENT SHARING
Take 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.
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21. INDUSTRY
OPPORTUNITIES
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22. AUTOMOTIVE
How 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 name
Sources: 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
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23. TECHNOLOGY
How 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 updated
Sources: 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
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24. FINANCE
How 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
name
Sources: 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
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25. ENTERTAINMENT
How 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 info
Sources: 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
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26. 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.
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