How Social Media Influences
Consumer Behavior
Michael Lazerow, CEO & Founder, Buddy Media
Linda Abraham, CMO & Co-Founder, comScore

1
Nearly in 5 minutes online
is spent on social networks.
2008 2009 2010 2011
35
Social Networking
30 Search/Navigation
Retail
25
Communications (Email/IM)
Other Content
Time Spent on Key Categories Online
Worldwide Hours per Month (Billions)
Source: comScore Media Metrix, March 2007 - October 2011

#3 Facebook’s worldwide site rank
55% Facebook’s global penetration
3 in 4 minutes on social networking sites
are spent on Facebook
1 in 7 minutes spent online
are spent on Facebook
Source: comScore Media Metrix, October 2011

Propel Crowd-Sources Its Holiday Content
© comScore, Inc. Proprietary. 4

Lexus Uses Facebook To Raise Money For Charity
© comScore, Inc. Proprietary. 5

Walmart Provides Gift Recommendations From Friends
© comScore, Inc. Proprietary. 6

Best Buy And Leading Retailers Made Effective Use Of Facebook To
Promote Their Black Friday Doorbusters
© comScore, Inc. Proprietary. 7

The Fan Page Is A Great Starting Point… But Remember That
Most Brand Exposures Happen On The News Feed!
25%
10%
27% Homepage/Newsfeed
Profiles
17% Photos
Apps/Tools
21% All Other
Share of Time Spent on Facebook
Source: comScore Mediabuilder, U.S.,
© comScore, Inc. Proprietary. 8 May 2011

You’ve got fans.
And they’ve got
friends.
How can you measure the impact on both?

Those you seek might be different than those who seek you
Starbucks: Demographic Analysis
% of Starbucks Store Visitors vs. % of Brand-Exposed Starbucks Facebook Fans
Age 18-24 31%
20%
Age 25-34 29%
26%
Age 35-44 19%
20%
Age 45-54 15%
19%
Age 55-64 5%
10%
Age 65+ 2%
5%
% of Starbucks Fans % of Starbucks Store Visitors
© comScore, Inc. Proprietary. 10 Source: comScore Social Essentials and comScore Plan Metrix, U.S., May 2011

Brands control the three basic levers that will
determine social media marketing success.
Many brands don’t consider
these intermediary steps
Brand Fans “Talk News Feed Goal: Max
Get Fans Messages About” Content
(Who are Reach Fans News Feed Spreads to Reach, R
they?) OI
in News Feed Content Friends
1. Cut-Through 2. Engagement 3. Amplification

Earned Value Can Be Significant
Walmart: Paid Media vs. Earned Media Analysis
Social Media Impressions (MM) vs. Display Ad Impressions (MM)
Estimated Value of
Earned Impressions 275.4
Based on $3.55 CPM
$417,000
117.3
Walmart
Earned Impressions (MM) Paid Impressions (MM)
Source: comScore Social Essentials, U.S.,
© comScore, Inc. Proprietary. 12 October 2011

When Messages Are Good, Fans Will Tell Their Friends
2011 Holiday Retail Promotion Analysis
Ratio of Friends of Fans Reached to Fans Reached for Leading U.S. Retailers
3.5x
3.4x
Lift from
Promotions 1.76
1.53
2.7x
2.2x
0.92
0.67
0.50 0.45
0.31 0.34
Amazon Best Buy Target Walmart
Week Ending Oct. 19 Week Ending Nov. 30
Source: comScore Social Essentials, U.S.,
© comScore, Inc. Proprietary. 13 October and November 2011

Friends of Fans Tend to Behave Like Fans
(Birds of a Feather)
2011 Holiday Retail Promotion Impact Analysis: Week Ending Nov. 30
Percentage of Brand-Exposed Fans & Friends of Fans Who Visited Retailer Website
64%
36%
27%
22% 21%
18%
13% 12% 12% 14%
8% 9%
Amazon Best Buy Target Walmart
Total Internet Friend of Fan Fan
Source: comScore Social Essentials, U.S.,
© comScore, Inc. Proprietary. 14 November 2011

In Retail, Social Promise is Delivering
Black Friday: Web Traffic Analysis for Leading Retailers
Unique Visitors (MM) on Black Friday 2011 vs. Black Friday 2010
61%
14.5 32%
61%
9.6 11%
9.0
7.3 6.6
4.6 5.1
4.1
Amazon Walmart Best Buy Target
Black Friday 2010 Black Friday 2011
Source: comScore Social Essentials, U.S., November 2011
© comScore, Inc. Proprietary. 15

So remember,
to optimize
social media
1. know your fans
2. know their friends
3. right creative message
4. analyze, optimize,
…monetize

Thank You!
Questions? Contact
michael@buddymedia.com
labraham@comscore.com
Follow our presenters on Twitter:
@Linda_Abraham | @lazerow