WHAT IS SOCIAL MEDIASocial media is a type of online media that expedites conversation as opposed to traditional media, which delivers content but doesnt allow readers/viewers/listeners to participate in the creation or development of the content. Social media gives you what TV never could - a chance to be engaged and engage others.
Site Usage Grows from 8% to 65%Social Network Site Use Growth% of online adults, 2005-2011Source: Pew Internet & American Life Project Pew Research found that two-thirds of adult internet users (65%) now use a social networking 65% site like MySpace, Facebook or LinkedIn, up 61% almost 7% from one year ago (61%), and this is about eight times the 8% who said they used 46% social networking sites in 2005. 43% 38% Looking at usage on a typical day, 43% of online 29% adults use social networking. Out of all the “daily” 27% 16% online activities that Pew polls about, only email (which 61% of internet users access on a typical 8% 13% 9% day) and search engines (which 59% use on a 2% typical day) are used more frequently than social 2005 2006 2007 2008 2009 2010 2011 networking tools. Ever Yesterday
Females, 18-34, Most Active on SocNetsU.S. Social Network Use by Age, DemographicsBase: U.S. social media users, Q3 2011Source: The Nielsen Company Females make up the majority of visitors to social networks and blogs, and people aged 108 18-34 have the highest concentration of 103 104 101 103 102 101 98 100 96 94 visitors among all age groups, according to 88 91 Nielsen data. During Q3 2011, women were 3% more likely than average to use social networkers, and 18-to-34-year-olds were 8% more likely than average.
Rise and Fall; Facebook’s Steady ClimbTop Social Networking Sites and ForumsBy US market share of visits (%), 2008-2011 Experian Hitwise tracks the top 10 social networking sites each month. ThisSource: Experian Hitwise chart compiles the monthly data since 2008, but excludes a number of sites that have appeared in the top 10, but dropped off.70%60%50%40%30%20%10% 0% Facebook YouTube MySpace Yahoo! Answers Twitter Linkedin
Mark Zuckerberg FacebookAs of February 2012, Facebook hasmore than 845 million active users.
Facebook and the ROWTop 10 U.S. Web Brands by Aggregate Time SpentU.S. web users monthly minutes in billions, home and workSource: The Nielsen Company We start with a big number first: 53.5 billion Facebook 53.5 minutes per month. Facebook is dominating the web brands. Yahoo 17.2 Google 12.5 In looking at a data snapshot of monthly aggregate time spent on a site for Facebook and AOL Media 11.4 the ROW (rest of the web), Facebook hasMSN/Windows Live/Bing 9.5 toppled some big names. The Nielsen Company YouTube 9.1 data show that even Yahoo users come in a distant second with an average of 17.2 billion Ebay 4.5 minutes per month, less than one-third EA 4.3 Facebook’s total. Apple 4.3 YouTube ranks sixth, claiming 9.1 billion user Microsoft 3.4 minutes per month.
Facts and figures• Each new fan acquired on Facebook is worth 20 additional visits to your website over the course of a year.• 80% of Facebook fans may not be ready to buy right now, but they will be ready within 2 years.• Over half of Facebook users (51%) are also more likely to buy a product from a brand after becoming a fan of its page.• At least 50% of Facebook users say they are more likely to recommend a company/product that they are a fan of on Facebook.• 56 percent of consumers say they are more likely to recommend a brand to a friend after becoming a fan of the brand on Facebook.• People who engage with brands on Facebook spend 30% more on brands.• People who are Facebook fans, on average, spend $71.84 more per year on brands they are fans of than those who are not fans.• Facebook fans are 28% more likely than non-fans to continue using the brands they are fan of.• 34% of social network users are at least somewhat more loyal to brands they are fans of on Facebook.
CSIWhat is CSI? The Customer Satisfaction Index (CSI) rates each review from 0-100 based on 7 key TripAdvisor questions that appear at the beginning of each TripAdvisor survey: Overall rating, Cleanliness, Location, Rooms, Service, Valueand Recommend. A scoring model uses the ratings on these questions to create a score from 0-100. Our research, based on the TripAdvisor review database, indicates that these 7 factors are highly correlated to guest loyalty. The CSI score makes it easy to determine which reviews require immediate action as well as compare results over time and to competitors.
• 1. Use Twitter to drive people to your company’s website.• 2. Monitor your brand on Twitter.• 3. Use the Twitter “Favorites” feature as a list of company testimonials.• 4. Use Twitter to promote events, webinars, and campaigns.• 5. Use Twitter to promote special offers.• 6. Establish yourself as a thought leader in your industry.
LinkedIn Top Choice for JournalistsSocial Media Use by Journalists% of respondents, August 2011Source: Arketi Web Watch Twitter may have gotten a great deal of use during press coverage of world events, but it is LinkedIn is a top choice for some media professionals. 92% of business journalists have a LinkedIn account, according to the Arketi Web 92% Watch Media Survey. Facebook follows with 85% of journalists using the site. 85% 84% Journalists use Twitter at almost the same rate – 84%. Generic blog sites have higher usage rates than branded social media sites such as Digg, Flickr and MySpace. 58% 49% 28% 20% 18% 15% 14% LinkedIn Facebook Twitter YouTube Blog site Flickr Digg MySpace Delicious Foursquare
M-o-M, LinkedIn Makes HeadwayTop Social Networking Sites and ForumsBy US market share of visits (%), August & September 2011 Experian Hitwise data shows more movement up forSource: Experian Hitwise LinkedIn, a trend noticeable in the past year. August 2011 September 2011 Facebook Facebook YouTube YouTube Twitter 1.36% Twitter 1.23%Yahoo! Answers 1.03% Yahoo! Answers 1.04% Tagged 0.74% Tagged 0.74% MySpace 0.66% Linkedin 0.64% Linkedin 0.57% MySpace 0.61% myYearbook 0.46% iVillage 0.44% iVillage 0.41% myYearbook 0.40% Mylife 0.34% Mylife 0.33%
Google+ Jumps to 8th, 1269% SpikeTop Social Networking Sites and ForumsU.S. market share of visits, Week ending September 24, 2011Source: Experian Hitwise Facebook 64.9% Enter Google. Google+ emerged as a player in the Social Network YouTube 19.6% and Forums category in late September, Experian Hitwise reported, a day after the site went from “invitation-only” to Twitter 1.22% "open access" and became available to everyone. Yahoo! Answers 1.03% Tagged 0.73% Opening access created a massive spike in market share of visits for the site, with a 1269% growth from the week ending Linkedin 0.66% September 17 to the week of September 24. The site also MySpace 0.60% received nearly 15 million total US visits last week. Google+ 0.55% In just one week, Google+ went from ranking as 54th most myYearbook 0.39% visited site in the Social Networking and Forums category to 8th iVillage 0.36% place.
How are Marketing Budgets Affected? Planned Use of SEO Marketing, Online Advertising % of respondents who are actively social media marketing, April 2011 Source: SocialMedia Examiner SocialMedia Examiner found that seven in 10 (71%) marketers who use social media plan to increase their use of search engine 8% optimization (SEO) in the near future. Only 1% 27% plan to decrease their use of SEO and 8% have 20% no plans to utilize it. 46%1% Slightly less than half (46%) of social marketers 71% plan on increasing their online advertising 24% efforts, with 27% having no plans to utilize online advertising. 24% will keep online 3% advertising levels the same and 3% will Increase Decrease Stay the same No plans to utilize decrease them.
Consumers Expect Something for “Like”Consumer Expectations for Brand Liking% of Facebook users, September 2011Source: ExactTarget Expect access to exclusive content, events or sales 58% EaxctTarget reports that more than six in Expect discounts or 10 (63%) Facebook users who “like” a promotions through Facebook 58% brand or product on Facebook expect Expect to receive updates about the co. to the newsfeed 47% something in return. Results from “The Expect the company to post Meaning of Like” indicate that a leading updates, photos or videos to newsfeed 39% 58% of Facebook likers expect both Expect to share with friends, family and/or coworkers 38% access to exclusive content, events or Expect the name of co. to show up on my profile 37% sales, and discounts or promotions Do not expect through Facebook. Only 37% do not anything to happen 37% expect anything to happen. Expect the co. to send more relevant content based on my public profile 36% Expect to interact with page owner (e.g., brand, person) 28% Expect the co. to access data in my public profile 27% Expect the co. to contact me through other channels 24%
Consumers React to “Like” Marketing What Constitutes Permission to Market on Facebook? % of respondents, July 2011 Source: ExactTarget The ExactTarget survey found that the You click a Facebook Likebutton placed by the company 10% 42% 48% highest percentage of respondents, a elsewhere on the web rather low 15%, “always” expected a marketing initiative after liking a company at its Facebook page source, but that You like acomment/photo/article posted 9% 41% 50% dropped to 10% for a click on a “Like” by a company on Facebook button elsewhere on the web. You go to a company Only 9% always expect marketing after Facebook page and like the 15% 46% 39% logging a reaction to Facebook content. company Always Sometimes Never
1 in 4 Expect Weekly or Monthly UpdatesMarketing Contact via Social Networks The highest percentages of online consumers say products, services and companies% of respondents (n=2,997) June 2011Source: ROI Research and Performics should communicate via social networks once a month or less and once a week or less, according to a study from ROI Research and Performics. 28% of online consumers say social network communication should be conducted once a month or less, while 26% say once a week or less. 28% 26% 13% 11% 7% 6% 2% 4% 3%More than once a dayOnce… Every other day Twice… Once… Twice a month a month or lessNever Once Other
4 in 10 Use Facebook for Social Sign-inSocial Sign-in Preferences across Web% of users, Q2 2011Source: Janrain Social sign-in is another growing activity among 5% Facebook social media users. SSI allows users to sign into a 5% restricted access site using existing sign-in 8% Google data, rather than having to create a new account. 39% Yahoo About four in 10 (39%) users of the Janrain Engage 12% social connection service used Facebook for social Twitter sign-in (SSI) during Q2 2011. This was 30% more than the 30% of users who used number two SSI Windows Live site Google. 30% Other Yahoo (12%) and Twitter (8%) remain well behind (AOL, LinkedIn, PayPal) in third and fourth place, respectively.
51% Access Facebook via MobileFacebook, Twitter Reach among Smartphone Users3-month average, ending June 2011Source: Experian Hitwise According to comScore analysis, Facebook and Twitter brands have developed a growing mobile 50.9% audience. On average, slightly more than half of U.S. smartphone owners (50.9%) and 31.7% of European smartphone owners accessed 31.7% Facebook on their device in the three-month period ending June 2011. Meanwhile, Twitter reached 12.5% of the 12.5% 7.4% smartphone audience in the US and 7.4% of the European smartphone audience. U.S. smartphone users European smartphone users Facebook Twitter
8 in 10 Connect to Brands on FacebookPreferred Social Network for Brand Connection% of social network users, May 2011Source: Edison Research and Arbitron Edison Research and Arbitron found that 80% of US social network users 6% 3% 5% preferred to connect with brands through Facebook. This dwarfs all other social media networks, with 6% 80% Facebook Twitter in a tie with “Don’t Know” for Twitter a very distant second place, at 6% of LinkedIn users. Other Dont know
SocNet Users Want Deals, DiscussionSocial Media Use for Products/Services Information% of respondents, October 2011Source: NM Incite NM Incite found that social network users 71%Read consumer feedback see the platforms as a useful shopping and 64% research tool, and participate with the 64% desire to view and contribute to reviews of Learn about products 59% products and services. 68% of social media users (71% of parents and 64% of non- 64% Get coupons/promos 56% parents) go to social networking sites to read product reviews and more than half 59% use these sites to provide product Give positive feedback 52% feedback, both positive and negative. 57% Getting coupons is also popular, with 58% Give negative feedback 49% overall usage (64% of parents and 56% of non-parents). Parents Non-parents
Social Sites Impact 35% of ShoppersCommunity, Social Tools that Impact Buying% of respondents, June 2011Source: e-tailing group, PowerReviews User-generated About six in 10 (59%) online shoppers say user- product reviews 59% generated customer product reviews have a Online customer Q&A significant or good impact on their buying on product website 42% behavior, according to the e-tailing group and Community forums (conversations between 26% PowerReviews. customers) User-generated videos 15% Community forums influence 26% of shoppers. Facebook company The social media sites, altogether, influence the fan pages 13% buying behavior of 35% of online shoppers: Facebook newsfeed (friends talking about 13% Facebook fan pages affect 13% of online products) shoppers; the Facebook newsfeed influences Mobile (iPhone app, text alerts) 9% another 13% and Twitter, another 9%. Twitter (monitor, respond to, and post 9% tweets)