Aol & Nielsen content sharing study

Mitya Voskresensky
Mitya VoskresenskyDigital strategist
Content is the
Fuel of the
Social Web




                 1
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),       Hu ngton Post.
fashion (InStyle.com),
consumer electronics (Sound &
Vision magazine and its
website), and more.


                                                   2
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.




3
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

                                               4
IS CONTENT
    THE FUEL OF
     THE SOCIAL
           WEB?




5
Source: NM Incite, GGM Type Comparison Report Date Range:
1/17/2011-2/16/2011, Nielsen Netview Dec 2010
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
                                                              7
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

                                                                                8
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
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?
                                                                                              10
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?
                                                         11
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
                                                         12
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?
                                                                                            13
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?
                                                                                            14
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>?
                                                                        15
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?
                                                                                            16
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 o 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

                                                                                17
WITH ALL
THIS SHARING,
WHERE IS THE
MARKETING
OPPORTUNITY?
                18
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

                                                                                19
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.




                                           20
INDUSTRY
     OPPORTUNITIES




21
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
                                                                                      22
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
                                                                                      23
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
                                                                                      24
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
                                 •    O cial 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
                                                                                      25
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.



                                               26
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Aol & Nielsen content sharing study

  • 1. Content is the Fuel of the Social Web 1
  • 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), Hu ngton Post. fashion (InStyle.com), consumer electronics (Sound & Vision magazine and its website), and more. 2
  • 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. 3
  • 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 4
  • 5. IS CONTENT THE FUEL OF THE SOCIAL WEB? 5
  • 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 7
  • 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 8
  • 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? 10
  • 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? 11
  • 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 12
  • 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? 13
  • 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? 14
  • 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>? 15
  • 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? 16
  • 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 o 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 17
  • 18. WITH ALL THIS SHARING, WHERE IS THE MARKETING OPPORTUNITY? 18
  • 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 19
  • 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. 20
  • 21. INDUSTRY OPPORTUNITIES 21
  • 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 22
  • 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 23
  • 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 24
  • 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 •  O cial 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 25
  • 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. 26