Facebook Marketing 2012 London - The Science of Sharing - Nils Mork-Ulnes & Judith Lewis Beyond

rapid proliferation of sharing platform use 900+ million 200+ 250+ million million monthly active users on Facebook, more monthly active Twitter users total Google + users * than half of which login every single day SOURCE: thenextweb.com * Monthly active Google+ users SOURCE: The Wall Street Journal not publicly available 52% of sharing is through Facebook with Four billion pieces of content shared every day© Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

where they share WHERE THEY SHARE ALTRUISTS SELECTIVES PASSIONATES CONNECTORS TRENDSPOTTERS PROVOCATEURS CAREERISTS YOUTUBE WORDPRESS/ BLOGGER TWITTER LINKEDIN FOURSQUARE FLICKR FACEBOOK EMAIL DELICIOUS CUSTOMER REVIEW© Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

Shoppers today process an enormous amount of information 15 Google research has found that shoppers are 10.40 increasing the number of 10 sources used to arrive at a buying decision and that they use them 5.27 almost twice as heavily 5 as in the past 0 2010 2011 Avg. Number Sources UsedSource: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011 www.google.com/think/insights © Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

high sharers are 3x more likely to recommend a product YOUNGER OLDER RESEARCH RESEARCH LOW HIGH INVOLVEMENT INVOLVEMENT PRODUCTS PRODUCTS RECOMMEND PRODUCTS HIGH vs LOW CARE MORE ABOUT QUALITY THAN BRAND IMAGE SHARERS SHARERS more likely to... 20% OF ONLINE CONSUMERS 80% OF ONLINE CONSUMERS OPEN TO BRAND LOYAL CHANGE BRANDS OWN MORE LIKELY MULTIPLE TO PURCHASE INTERNET RESEARCHED DEVICES PRODUCTS© Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

consumers research & share experiences during whole purchasing journey Pre-purchase Post-purchaseCUSTOMER AWARENESS CONSIDERATION ACTION ENJOYMENT ADVOCACYJOURNEYBRAND Visibility Evaluation attributes Choice Experience Recommendation & loyaltyPENETRATION BRAND STRATEGY/ messages Attributes and topicsMEASUREMENT Relative volume of each of the positioning within positioning and Top likes and dislikes pillars are most Frequency of statements Frequency of statements and pillars frequently discussed ------------------ of intent recommendations ------------------ ------------------ Frequency of emotive ------------------ words used ------------------ Share of voice against Level of agreement with Share of voice against positioning Frequency of inhibitors ------------------ competition Verbatims competition ------------------ mentioned Sentiment towards visibility in search attributes How is your brand What does consumer What are the consumer What are the consumerinsight & positioning penetrating the market? perception of your brand look like? What are the barriers and triggers for action? likes and dislikes and what words do they use? likes and dislikes and what words do they use?Strategy © Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

Friending brands % of facebook users 60% would be willing to share a ! product or service if given a 60% discount/deal 53% of people have used Facebook ! to interact with a brand 53% 36% of people liked or shared a ! brand page on Facebook in the last 36% 30 days 0 20 40 60 80 100© Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

Fans exposed to brand content on Facebook buy moreStarbucks and Target fans and friends of fans exposed to organic brand Facebook content vs. not exposed:• Starbucks: 2.12% of people, vs. 1.54% made an in-store or online purchase - a 38% difference• Target: 3.9% vs. 3.3% made an in-store or online purchase - an 18% difference.© Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential Source: ComScore/Facebook research cited in AdAge - June 12, 2012

LOW vs high involvement products Research/Time intensive; specialised knowledge HIGH LOW vs LESS FREQUENTLY PURCHASED BOUGHT MORE FREQUENTLY MORE COMPLEX LESS COSTLY EXPENSIVE IN NATURE USUALLY BOUGHT WITH A MINIMUM AMOUNT OF THOUGHT REQUIRING MORE TIME AND AND EFFORT EFFORT IN THE RESEARCH PHASE Impulse buys; social© Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

Facebook’s Influence on purchases “To what extent did Facebook influence your view on the product you were shopping for?” 1002 1001.5 1001 1000.5 1000 uc ts usi c are uc ts tiv es nic s hio n an ts oo ls vel ces an ce d M k w d mo ctr o Fas r T Tra lian in Pro oo Pro tau p al F ab y C uty uto Ele Re s Ap n B ea A ch en rso B Ki t Pe Facebook Inﬂuence© Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

actions taken after online interaction PROMPTED TO PURCHASE 43% uk 20% PROMPTED 31% usa TO RECOMMEND uk 20% usa CHANGED IMPRESSION 4% uk 3% usa INCREASED AWARENESS 8% usa 6% uk 9% ENCOURAGED TO VISIT uk OPEN 9% usa TAKE NO 26% usa ACTION 15% uk ENCOURAGED TO CONTACT 3% uk 3% usa© Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

Quantifying Future Trends in Online Sharing THE In five years, where will consumers be sharing content online, and why? What types of content will be shared most? How will consumers be sharing branded content? And, what will make something share-worthy in the future? OF sharing These are all important questions, and using data as a guide, the answers become within reach.© Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

facebook sharing rate of activity on facebook rate of activity on facebook usage frequency of logins sharing Data is based on per-user activity, not aggregate volumes less than 3-6 6-12 1-2 2+ 3 months months months years years Age of Facebook account© Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

frictionless sharing (Automatic sharing) Frictionless sharing is here to stay, but it will need to get much, much better. Ultimately, just about everything we do in a day will have the capacity to be shared online, but with accuracy and without needing to actively think about it. 67% of people have done at least one of the following things: listened to a song that read an automatically was automatically shared allowed an application shared article (online (spotify, etc) to post automatically to 61 % reader) of people are annoyed by their profile applications© Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

FUTURE SHARING ACTIVITIES Offline social experiences will be brought online, growing the volume of shared content focused on daily achievements and personal milestones. WHAT WILL PEOPLE SHARE IN THE FUTURE? 43% 30% 28% 27% PERSONAL TRAVEL PLANS TICKET CHARITABLE MILESTONES PURCHASES DONATIONS The percentages above reflect the proportion of people who indicated their preference to share these activities.© Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

segmenting friends Segmenting your social networks into disparate friend groups to selectively share content (ie. the Google+ model) is likely to catch on – but needs to be simple to manage for users only 40% of people have created 62% said that that the idea subgroups to selectively share posts appeals to them© Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

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Facebook Marketing 2012 London - The Science of Sharing - Nils Mork-Ulnes & Judith Lewis Beyond

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Facebook Marketing 2012 London - The Science of Sharing - Nils Mork-Ulnes & Judith Lewis Beyond Presentation Transcript