Marketingcharts social-media-data-stacks-pdf


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información crítica en los medios sociales a partir de 45 gráficos y análisis de acompañamiento:

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Marketingcharts social-media-data-stacks-pdf

  1. 1. The Social Media Data Stacks A Research Collection for Marketers SPONSORED BY:D ATA I N S I G H T S
  2. 2. The Social Media Data Stacks“The Social Media Data Stacks” is part of Watershed Publishing’s Data Insights series featuring trends, dataand research. This collection brings together months of surveys, reports and insights released by nationallyrecognized research and marketing organizations focused on keeping pace with the latest data about socialmedia – its growth and use.The charts in this collection are ready to use, download, format, and otherwise support your marketing goals.Feel free to share the whole presentation or any slide, with your colleagues and business partners, but pleasepreserve credits to our sponsor, HubSpot, our research partners who provide the source data, and our links D ATA I N S I G H T S
  3. 3. The Social Media Data StacksSocial media is a powerful force. Consider these facts. Social media site users spend an average of 5.4 hours a month engaged in networking sites. Facebook attracts 734.2 million unique visitors a month. Half of TV viewers tweet about TV shows.It is little wonder that marketers work so hard to keep pace of the social media momentum.In MarketingCharts’ “The Social Media Data Stacks” you will get the latest data on the incredible reach and influence ofFacebook and other social media sites, as well as critical information on how marketers are reacting to and budgeting forsocial media.One of the most surprising statistics is that 68% of CMOs report that they feel “unprepared” for the challenges of socialmedia marketing. Many of the 45 charts and accompanying analysis will help provide you with key data that can explainwhy social media marketing is so challenging, and when done well, so rewarding.We hope you’ll find the information in this data stack helpful to your social media marketing efforts. Enjoy! , The HubSpot Team .
  4. 4. Table of ContentsFacebook, et. al. Twitter Bursts Suit TV Discussions SocNet Users Want Deals, DiscussionFacebook and the ROW LinkedIn Top Choice for Journalists Social Sites Impact 35% of ShoppersBig Time Facebook Dominance On Average, 29% Seek Purchase AdviceThe Facebook User: 5 More Hours on Sites Companies & Social Media Marketing Active SocNet Users Take It OfflineFacebook Global: 734 Million Visitors Who is Measuring Social Media Value? Sports, Education Lead DiscussionsFacebook USA: 140 Million Visitors 68% of CMOs Challenged by Social Media Top Performing CMOs Not Too Far Ahead Sponsors and PartnersTrends, Short & Long Brand Sentiment Valued, not MeasuredRise and Fall; Facebook’s Steady Climb Social Media Data Feeds Strategy About HubSpotM-o-M, LinkedIn Makes Headway Google Alerts is Tool of Choice Our Data PartnersAverage Time Spent: 5.4 Hours/Month SocNets Ads Lag Behind Other Formats Sponsorship InformationFacebook Scores Lowest for Satisfaction How are Marketing Budgets Affected?Google+ Jumps to 8th, 1269% Spike 2 in 3 Will Increase Email MarketingGoogle+ Grabs 15 Million Visitors Facebook: 281% Ad Spend GrowthGoogle+ Audience Tends to be Affluent Consumers & Social Media MarketingUser Stats & Data Consumers Expect Something for “Like”Site Usage Grows from 8% to 65% Consumers React to “Like” MarketingFemales, 18-34, Most Active on SocNets 1 in 4 Expect Weekly or Monthly Updates55+ Users Double Mobile Visits 27% of User Time is Spent on Newsfeed9 in 10 Parents Seek Friends, Family 4 in 10 Use Facebook for Social Sign-in7 in 10 Parents Seek Some LOLs 51% Access Facebook via MobileHalf of Viewers Tweet about TV Shows 8 in 10 Connect to Brands on Facebook
  5. 5. FACEBOOK,ET. AL.
  6. 6. 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 AOL Media 11.4 and the ROW (rest of the web), FacebookMSN/Windows Live/Bing 9.5 has toppled some big names. The Nielsen YouTube 9.1 Company data show that even Yahoo users come in a distant second with an average of Ebay 4.5 17.2 billion minutes per month, less than EA 4.3 one-third Facebook’s total. Apple 4.3 YouTube ranks sixth, claiming 9.1 billion Microsoft 3.4 user minutes per month. The Social Media Data Stacks 6
  7. 7. Big Time Facebook DominanceTop 5 U.S. Social Networks and BlogsTotal minutes (000), home and work, May 2011Source: The Nielsen Company Looking specifically at social networking/blogging sites, the others trail Facebook much more dramatically. None even come close to 1 billion 53,457,258 minutes per month. Blogger ranks second with about 724 million monthly minutes, which is more than double the roughly 325 million monthly minutes spent by users of number five social networking/blogging site LinkedIn. 723,793 623,525 565,156 325,679 Facebook Blogger Tumblr Twitter LinkedIn The Social Media Data Stacks 7
  8. 8. The Facebook User: 5 More Hours on Site Top 10 Web Brands by Time Spent Time per viewer, hh:mm, per month, August 2011 Source: The Nielsen Company Facebook 7:46 In measuring time spent per user, Nielsen AOL Media 2:53 data shows that for the second straight Yahoo 2:12 month, Facebook dominated U.S. web brands in average monthly time during Google 1:48 August 2011. The average Facebook userMSN/Windows Live/Bing 1:44 spent seven hours, 46 minutes on the site. YouTube 1:41 AOL Media Network, averaged two hours, Wikipedia 1:18 52 minutes and 52 seconds. YouTube also ranked in the top 10 with an average of one Apple 1:06 hour, 41 minutes of user time for the month. Microsoft 0:45 Amazon 0:31 The Social Media Data Stacks 8
  9. 9. Facebook Global: 734 Million VisitorsTop 10 Global Social NetworksBy unique visitors (000), June 2011Source: comScore A September 2011 report from comScore logs Facebook 734,240 734.2 million unique visitors to Twitter 144,441 globally in June 2011, an increase of 33% from theWindows Live Profile previous year. 119,467 LinkedIn 84,356 Meanwhile, climbed its way to the no. 2 position reaching 144.4 million visitors (up 56%), 74,821 microblogging followed by Windows Live Profile at 119.5 million MySpace 71,526 visitors. Renren 66,073 Professional social network reached Vkontakte 61,035 more than 84 million visitors globally to secure the Orkut 51,754 no. 4 spot, followed by Chinese site Yahoo Pulse 37,600 microblogging with 74.8 million visitors. The Social Media Data Stacks 9
  10. 10. Facebook USA: 140 Million VisitorsTop Network & Blog SitesAverage monthly unique visitors (000), Q3 2011Source: The Nielsen Company Looking at the top 10 U.S. social networking/blogging sites during Q3 2011, Nielsen reports that Facebook, with an average monthly 140,336 audience of more than 140 million, almost triples the average monthly audience (50 million) of its nearest competitor, Blogger. With this audience, Facebook reaches 70% of active internet users. 50,055 23,617 22,417 19,250 17,786 11,870 8,578 8,397 7,601 Facebook Blogger Twitter Wordpress MySpace LinkedIn Tumblr Six Apart Yahoo Pulse Wikia Typepad The Social Media Data Stacks 10
  12. 12. 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 eachSource: Experian Hitwise month. This 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 The Social Media Data Stacks 12
  13. 13. 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 64.5% Facebook 65.2% YouTube 20.0% YouTube 19.7% 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% The Social Media Data Stacks 13
  14. 14. Average Time Spent: 5.4 Hours/MonthShare of Visitors and Time Spent, by Region% of total, June 2011Source: comScore Globally, internet users averaged 5.4 hours on social networking sites during the month of June, according to comScore. Examining regional social network usage trends, Europe takes a leading 38.1% share of minutes, followed by North America (21.5%). Interestingly, 38.1% Asia-Pacific’s share of minutes (16.5%) is only roughly half as large as its share of visitors. 32.5% 30.1% 21.4% 18.1% 16.5% 12.8% 11.2% 10.2% 9.1% Europe N. America Asia-Pacific Latin America Mid East-Africa Share of visitors Share of minutes The Social Media Data Stacks 14
  15. 15. Facebook Scores Lowest for SatisfactionSocial Media Customer Satisfaction ScoresIndex: 100-point scale, 2010 v.2011Source: ACSI / Foresee Results Based on customer satisfaction scores, 77 78 here is one area where Facebook does 73 74 72 70 70 not win, hands down, according to the 67 66 64 63 2011 American Customer Satisfaction Index (ACSI) E-Business Report. Facebook, despite a 3% improvement year-over-year, is the lowest-scoring site in the social media category as well as of Aggregate All others all companies measured. 2010 2011 The report found that Google, whichResearch Note: is not measured individually, because many Twitter users access theservice through other websites or platforms. However, Twitter, LinkedIn and other players are scored 83 points, is one of the highest-represented within the aggregate category score, as well as in the “All Others” category. MySpace hada sample size too small for inclusion in the 2011 study. scoring companies overall. The Social Media Data Stacks 15
  16. 16. 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 YouTube 19.6% Network and Forums category in late September, Experian Hitwise reported, a day after the site went from “invitation- Twitter 1.22% only” to "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 Linkedin 0.66% ending September 17 to the week of September 24. The MySpace 0.60% site also 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 iVillage 0.36% 8th place. The Social Media Data Stacks 16
  17. 17. Google+ Grabs 15 Million VisitorsTop Social Networking sites and ForumsTotal visits, millions Week ending September 24, 2011Source: Experian Hitwise Facebook 1,758 Google+ also received nearly 15 million total US visits during the week YouTube 530 of its initial public offering, according to Twitter 33.08 Experian Hitwise, not quite half of what Twitter attracted in that time. Google+ Yahoo! Answers 28.01 also created a decent challenge to Tagged 19.66 MySpace and LinkedIn, sites that Linkedin 17.80 received about 16 million and 18 million visits, respectively. During the MySpace 16.33 invite-stage of the launch, for week Google+ 14.98 ending July 16, Google+ received 1.86 million total visits. myYearbook 10.58 iVillage 10.34 The Social Media Data Stacks 17
  18. 18. Google+ Audience Tends to be AffluentGoogle+ Site Visitor Statistics, Four weeks ending July 16% of visitors to Google+ compared to Experian "online population" data, July 2011Source: Experian Hitwise The highest share of visits to Google+ 38.4% in its first month came from those between the ages of 25-34 and those 26.9% 27.7% between 18 and 34, who were more likely than the overall online population18.2% 18.6% 18.3% to visit. The audience to Google+ tends 14.9% 12.7% 12.2% 12.3% to be more affluent, over-indexing for those earning a household income of $60k and over, particularly $150k and up, according to analysis from Experian Hitwise. The Social Media Data Stacks 18
  19. 19. USER STATS& DATA
  20. 20. 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 site like MySpace, Facebook or 65% 61% LinkedIn, up almost 7% from one year ago (61%), and this is about eight times the 8% 46% who said they used social networking sites in 2005. 43% 38% 29% Looking at usage on a typical day, 43% of 27% online adults use social networking. Out of all 16% the “daily” online activities that Pew polls 8% 13% about, only email (which 61% of internet users 9% access on a typical day) and search engines 2% (which 59% use on a typical day) are used 2005 2006 2007 2008 2009 2010 2011 more frequently than social networking tools. Ever Yesterday The Social Media Data Stacks 20
  21. 21. 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 108 aged 18-34 have the highest 103 104 101 103 102 101 98 100 concentration of visitors among all age 96 94 88 91 groups, according to 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. The Social Media Data Stacks 21
  22. 22. 55+ Users Double Mobile VisitsSocial Network Growth, by Age, Ethnicity% change, Q3 2010 v. Q3 2011Source: The Nielsen Company Another important area to watch – the convergence of social and mobile. 109% More than twice as many people age 55 and older visited social networks on their mobile phone in Q3 2011 76% compared to Q3 2010, according to 68% 70% 67% data from Nielsen’s “The Social 61% Media Report Q3 2011.″ That’s a 45% 44% 41% jump of 109% year-over-year. 37% 16% Other demographic groups experiencing notably large growth in mobile social networking compared to Q3 2010 include Asian/Pacific Islanders (76%), 35-to-54-year-olds (68%), whites (67%), and 18-to-34- year-olds (61%). The Social Media Data Stacks 22
  23. 23. 9 in 10 Parents Seek Friends, FamilySocial Media Use for Friend/Family Reasons% of respondents, October 2011Source: NM Incite Social networks are most likely to be used for reasons interaction with friends and family, according to NM Incite’s “State of Social Media 91% 92% 89% 87% 88% Survey,” this is even more likely among social 86% 78% networkers who are parents. 70% 66% 91% of parents and 86% non-parents who are social networkers, use social networks to find and/or maintain old friends. Family contact closely follows as a reason to use social networks by 92% of parents and 87% of non- parents. Finding new friends is somewhat less Find/maintain old friends Family contact Find new friends popular, cited by 78% of parents and 66% of Parents Non-parents Total non-parents. The Social Media Data Stacks 23
  24. 24. 7 in 10 Parents Seek Some LOLsSocial Media Use for Lifestyle/Entertainment Purposes% of respondents, October 2011Source: NM Incite Adults are turning to social network sites for entertainment, creative outlets, gaming, gathering “how-to” info and following celebrities. Interestingly, only 16% of social networkers are there for dating. 76% 73% 67% 63% 64% 59% 54% 47% 47% 45% 45% 43% 39% 34% 35% 17% 16% 13% Entertainment Creative outlet Gaming How-to info Following celebrities Dating Parents Non-parents Total The Social Media Data Stacks 24
  25. 25. Half of Twitter Users Discuss TV ShowsSocial Media Commentary while Watching TV% of respondents, July 2011Source: Social media networks, at the moment, still complement traditional TV viewing. A high percentage of Twitter users who tweet while watching a TV show discuss the show they’re watching, more often than Facebook users who log in during a TV show, according to The “ User Research Study” indicates 50% of Twitter users discuss a show they are watching, one-third more than the 35% of Facebook users. The Social Media Data Stacks 1
  26. 26. Half of Viewers Tweet about TV ShowsSocial Media Commentary while Watching TV% of respondents, July 2011Source: Social media networks, at the moment, still complement traditional 65% TV viewing. A high percentage of Twitter users who tweet while 50% 50% watching a TV show discuss the show they’re watching, more often than Facebook users who log in 35% during a TV show, according to The “ User Research Study” indicates 50% of Twitter users discuss a show they are watching, one-third more than the I talk about the show Im watching I talk about something else 35% of Facebook users. Twitter users Facebook users The Social Media Data Stacks 25
  27. 27. Twitter Bursts Suit TV DiscussionsSocial Media Commentary about TV Programs% of respondents, July 2011Source: TVGuide found that social media users are more likely to talk about their favorite shows 69% 68% on Twitter and Facebook before and after 62% the show airs rather than during the show. 47% 47% On Twitter, 62% said they engage before the show airs, 69% after, and 47% during. On Facebook, only 47% engage before the 24% show airs (24% less than Twitter users), 68% after, and 24% during (almost 50% less). Twitter users Facebook users Before the show During the show After the show The Social Media Data Stacks 26
  28. 28. 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, 92% according to the Arketi Web Watch Media Survey. Facebook follows with 85% 84% 85% of journalists using the site. 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 The Social Media Data Stacks 27
  30. 30. Who is Measuring Social Media Value? Use of Social Media Measurement Frameworks % of respondents, August 2011 Source: Altimeter Group Social media sites are wildly popular, but there are still no marketing rules carved in stone, and many companies grapple with Advanced 44% 56% measuring its value. A majority of companies do not have standard frameworks in place to measure the value of social media, according to “AIntermediate 26% 74% Framework for Social Analytics” from Altimeter Group. Only 44% of companies considered Novice 16% 84% advanced in their integration of social media, as well as 26% of intermediate companies and 16% of novice companies, We have We dont have agree they have standard measurement frameworks to help benchmark social media deployments. The Social Media Data Stacks 29
  31. 31. 68% of CMOs Challenged by Social MediaMarketing Challenges Reported by CMOs% of respondents, October 2011Source: IBM Nearly seven in 10 (68%) global chief Data explosion 71% marketing officers (CMOs) feel Social media 68% unprepared for the demands of social Growth of channel media marketing, according to a study 65% and device choices Shifting consumer released by IBM. This is second only to 63% demographics the 71% who are challenged by the so- Financial constraints 59% called marketing “data explosion.” Decreasing brand loyalty 57%Growth market opportunities 56% A large portion of CMOs also feel ROI accountability 56% unprepared for growth of channel and Customer collaboration 56% device choices (65%), shifting consumer and influence Privacy considerations 55% demographics (63%) and financial Global outsourcing 54% constraints (59%). Regulatory considerations 50% Corporate transparency 47% The Social Media Data Stacks 30
  32. 32. Top Performing CMOs Not Too Far AheadMarketing "Unpreparedness" by Performance% of respondents who reported "unpreparedness, October 2011Source: IBM The IBM study found that even when respondents were divided into 77% 73% 72% outperforming and underperforming 70% 65% 66% segments, large percentages of 56% 57% outperformers still feel unprepared for many developing trends. Regarding social media, 66% of the best performing organizations feel unprepared for social media marketing, and 70% of the underperforming companies reported Data explosion Social media Growth of channel Shifting consumer being unprepared. and device choices demographics Outperformers Underperformers The Social Media Data Stacks 31
  33. 33. Brand Sentiment Valued, not MeasuredSocial Media Measurements(% of respondents, July 2011Source: Adobe and Econsultancy More than half (54%) of North American marketers measure the 81% traffic volume generated by social media, according to research from Adobe and Econsultancy. A similar 53% also measure engagement with 54% 53% 53% 55% 53% 55% 55% 49% 49% 48% their Facebook brand page and Twitter accounts. 34% Brand sentiment was ranked high in perceived importance (81%), but in terms of a current practice, only 49% Volume of Engagement Engagement Frequency of Brand Engagement traffic from with Facebook with Twitter social media sentiment with LinkedIn measure it. Slightly fewer marketers social media brand page account(s) brand mentions account(s) think social media traffic volume is We measure this Important important (53%) than currently measure it. The Social Media Data Stacks 32
  34. 34. Social Media Data Feeds StrategyActionable Uses of Social Media Data% of respondents, August 2011Source: WebLiquid and RSW/US Almost 30% of senior marketing executives engaging in social media monitoring Communications strategy 27% incorporate the information into their communications strategy, according to dataCustomer service enhancements 18% from WebLiquid and RSW/US. Media planning 14% Customer service enhancements – ranging from automated search engine alerts to Organic search optimization 13% specific data queries and third-party research – followed at close to 20%. Paid search optimization 10% Other relatively popular answers includeDisplay advertising optimization 8% media planning (almost 15%) and organic search optimization (more than 10%). Other 5% The Social Media Data Stacks 33
  35. 35. Google Alerts is Tool of ChoicePopular Social Media Monitoring Tools% of respondents, August 2011Source: WebLiquid and RSW/US Senior marketing executives in the WebLiquid survey named Google 50.0% 45.0% Alerts as the most popular social 40.0% media monitoring tool among survey 35.0% respondents, with slightly more than 30.0% 45% reported usage. 25.0% 20.0% “Not monitoring social media” was the 15.0% second most-popular response. 10.0% 5.0% 0.0% The Social Media Data Stacks 34
  36. 36. SocNets Ads Lag Behind Other Formats Consumer Actions by Ad Type % who reported action in past six months, August 2011 Source: Internet Advertising Bureau Video Email Search ad/ Web/ Social Mobile Social media advertising promptsAction Total ad ad Sponsored Banner ad media ad ad consumers to become a fan on aDone any action 59 41 37 41 37 28 17 social media network, butClicked on ad 45 26 22 27 23 15 7 otherwise performs below mostVisited advertisers site 38 22 19 19 17 12 8 other types of digital ads,Search for more 28 16 13 12 11 8 6 according to a study from theproduct/service info Internet Advertising Bureau (IAB).Became fan on a socnet 18 10 4 3 4 12 4Went to retail location 17 10 7 5 5 6 5to see/purchase For example, 41% of both videoPurchased online 16 9 7 4 4 5 4 and search ad viewers have takenShared ad via email, some type of action resulting from 11 5 5 3 3 5 4Twitter, socnet the ad in the past six months, whileSent an email, text to 9 5 4 4 3 4 3 on 28% of social media ad viewersadvertiserCalled advertiser for were inspired to act. 8 4 4 3 3 4 3more info The Social Media Data Stacks 35
  37. 37. 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 SEO Marketing Online Advertising 10 (71%) marketers who use social media plan to increase their use of search engine 8% optimization (SEO) in the near future. Only 27% 1% plan to decrease their use of SEO and 20% 8% have no plans to utilize it. 46%1% Slightly less than half (46%) of social 71% marketers plan on increasing their online 24% advertising efforts, with 27% having no plans to utilize online advertising. 24% will 3% keep online advertising levels the same and Increase Decrease Stay the same No plans to utilize 3% will decrease them. The Social Media Data Stacks 36
  38. 38. 2 in 3 Will Increase Email MarketingPlanned Use of Email Marketing, Webinars% of respondents who are actively social media marketing, April 2011Source: SocialMedia Examiner Nearly two in three social marketers (64%) Email Marketing Webinars plan on increasing their email marketing efforts in the near future. Some, 3% 5% percent, plan to decrease email usage, and 5% have no plans for email. 27% will keep 27% its usage the same. 42% 41% Four in 10 (42%) of social marketers have 65% no plans to use webinars, with another 41%3% planning on increasing their use of these tools and 16% keeping their usage the 16% 1% same; it would seem that many businesses are not yet sold on the idea of virtual Increase Decrease Stay the same No plans to utilize events. The Social Media Data Stacks 37
  39. 39. Facebook: 281% Ad Spend GrowthFacebook Advertising Growth% change, Q2 2010 v. Q2 2011Source: IgnitionOne Looking at ad growth on Facebook, spending 281% on and impressions of Facebook ads both increased dramatically between Q2 2010 and Q2 2011, according to IgnitionOne. 200% Facebook ad spend of all clients increased 281% year-over-year in Q2, while Facebook ad impressions of all clients grew 200%. Facebook advertising spend is up 22% YOY on a same-client-basis, with impressions up 22% 11%. 11% All clients Same Client Spend Impressions The Social Media Data Stacks 38
  41. 41. Consumers Expect Something for “Like”Consumer Expectations for Brand Liking% of Facebook users, September 2011Source: ExactTarget Expect access to exclusive EaxctTarget reports that more than content, events or sales 58% six in 10 (63%) Facebook users who Expect discounts or promotions through Facebook 58% “like” a brand or product on Facebook Expect to receive updates expect something in return. Results about the co. to the newsfeed 47% from “The Meaning of Like” indicate Expect the company to post updates, photos or videos to newsfeed 39% that a leading 58% of Facebook likers Expect to share with friends, expect both access to exclusive family and/or coworkers 38% Expect the name of co. content, events or sales, and to show up on my profile 37% discounts or promotions through Do not expect anything to happen 37% Facebook. Only 37% do not expect Expect the co. to send more relevant anything to happen. 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% The Social Media Data Stacks 40
  42. 42. 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, You like acomment/photo/article posted 9% 41% 50% but that dropped to 10% for a click on a by a company on Facebook “Like” button elsewhere on the web. Only 9% always expect marketing afterYou go to a company Facebook page and like the company 15% 46% 39% logging a reaction to Facebook content. Always Sometimes Never The Social Media Data Stacks 41
  43. 43. 1 in 4 Expect Weekly or Monthly UpdatesMarketing Contact via Social Networks The highest percentages of online consumers say products, services and% of respondents (n=2,997) June 2011Source: ROI Research and Performics companies 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% 3% 4% More than Once Every other Twice Once Twice a Once a Never Other once a day a day day a week a week month month or less The Social Media Data Stacks 42
  44. 44. 27% of User Time is Spent on NewsfeedHow Users Spend Time on Facebook% of total engagement, September 2011Source: comScore comScore research found that the largest portion of U.S. users’ time spent within Facebook is on the individual’s homepage which features the newsfeed. In May 2011, 25% 27% 27% of engagement on occurred on the homepage and Newsfeed, followed by profile viewing (21%), photo viewing (17%) and usage of apps and tools 10% (10%). 21% 17% Homepage/Newsfeed Profiles Photos Apps & Tools All Other The Social Media Data Stacks 43
  45. 45. 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 social media users. SSI allows users to 5% Facebook 5% sign into a restricted access site using existing sign-in data, rather than having to create a new 8% Google account. 39% Yahoo About four in 10 (39%) users of the Janrain 12% Engage social connection service used Twitter Facebook for social sign-in (SSI) during Q2 2011. This was 30% more than the 30% of Windows Live users who used number two SSI site Google. 30% Other (AOL, LinkedIn, PayPal) Yahoo (12%) and Twitter (8%) remain well behind in third and fourth place, respectively. The Social Media Data Stacks 44
  46. 46. 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 50.9% growing mobile audience. On average, slightly more than half of U.S. smartphone owners (50.9%) and 31.7% of European smartphone owners accessed Facebook on 31.7% their device in the three-month period ending June 2011. 12.5% Meanwhile, Twitter reached 12.5% of the 7.4% smartphone audience in the US and 7.4% of the European smartphone audience. U.S. smartphone users European smartphone users Facebook Twitter The Social Media Data Stacks 45
  47. 47. 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 6% 3% 5% network users preferred to connect with brands through Facebook. This dwarfs all other social media 6% 80% Facebook networks, with Twitter in a tie with Twitter “Don’t Know” for a very distant LinkedIn second place, at 6% of users. Other Dont know The Social Media Data Stacks 46
  48. 48. SocNet Users Want Deals, DiscussionSocial Media Use for Products/Services Information% of respondents, October 2011Source: NM Incite NM Incite found that social network 71% users see the platforms as a usefulRead consumer feedback 64% shopping and research tool, and participate with the desire to view and 64% Learn about products contribute to reviews of products and 59% services. 68% of social media users 64% (71% of parents and 64% of non- Get coupons/promos 56% parents) go to social networking sites to read product reviews and more than 59% Give positive feedback 52% half use these sites to provide product feedback, both positive and negative. 57% Give negative feedback Getting coupons is also popular, with 49% 58% overall usage (64% of parents and Parents Non-parents 56% of non-parents). The Social Media Data Stacks 47
  49. 49. Social Sites Impact 35% of ShoppersCommunity, Social Tools that Impact Buying% of respondents, June 2011Source: e-tailing group, PowerReviews About six in 10 (59%) online shoppers say User-generated product reviews 59% user-generated customer product reviews have a significant or good impact on their Online customer Q&A on product website 42% buying behavior, according to the e-tailing Community forums group and PowerReviews. (conversations between 26% customers) User-generated videos 15% Community forums influence 26% of shoppers. The social media sites, altogether, Facebook company fan pages 13% influence the buying behavior of 35% of online Facebook newsfeed shoppers: Facebook fan pages affect 13% of (friends talking about 13% products) online shoppers; the Facebook newsfeed Mobile (iPhone app, influences another 13% and Twitter, another text alerts) 9% 9%. Twitter (monitor, respond to, and post 9% tweets) The Social Media Data Stacks 48
  50. 50. On Average, 29% Seek Purchase AdviceSocial Networks as a Source of Purchasing Advice Social networks are a resource, with an average of 29% of consumers% of respondents who sought advice, June 2011Source: ROI Research and Performics seeking buying advice. Less than half of online consumers obtain purchase advice on products in any vertical covered by the survey, with appliances the most popular at 46%. The only other vertical which more than four in 10 online consumers said they go to social networks to receive purchase advice for was electronics (42%). 46% 42% 39% 34% 33% 33% 31% 30% 28% 28% 26% 25% 24% 23% 22% 21% 19% 17% The Social Media Data Stacks 49
  51. 51. Active SocNet Users Take It Offline Lifestyle Habits of Active Social Network Users % of total, compared to average internet users, Q3 2011 Source: The Nielsen Company More likely to be heavy Active social network users, according to spenders on music 75% Nielsen, are 75% more likely to spend Already follow a brand 53% heavily on music and 47% more likely to More like to be heavy heavily spend on clothing, shoes and spenders on clothing,… 47% accessories. They are 45% more likely to More likely to go on a go on a date. Other areas where heavy date 45% social network users show more likelihood More likely to give opinion about TV… 33% of participating include giving opinions on TV programs (33%), giving opinions on Already follow a celebrity 32% politics and current events (26%), attendingMore likely to give opinion on politics, current … 26% professional sporting events (19%) and working out at a gym or health club (18%). More likely to attend a pro sports event 19% More likely to work out at a club 18% The Social Media Data Stacks 50
  52. 52. Sports, Education Lead DiscussionsProduct Discussion via Social Networks The ROI research survey asked consumers about their discussions% of respondents who had discussion in vertical June 2011Source: ROI Research and Performics on a variety of vertical products on social networks. About eight in 10 (79%) online consumers indicated they discuss educational institutions and sports-related products. Other verticals generating social network discussions with a high rate of consumers include entertainment (74%), automotive (67%) and electronics (63%). 79% 79% 74% 67% 63% 57% 57% 57% 48% 47% 46% 45% 43% 41% 32% 31% 27% 27% The Social Media Data Stacks 51
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  54. 54. Data PartnersOur data sources for “The Social Media Data Stacks” are:ACSI / Foresee Results  Adobe and Econsultancy  Altimeter Group  Arketi Web Watch  e-tailing group and PowerReviews  ExactTarget  IBM  IgnitionOne  Internet Advertising Bureau Janrain  The Nielsen Company  NM Incite  Pew Internet & American Life Project  ROIResearch and Performics  SocialMedia Examiner   WebLiquid and RSW/USAt MarketingCharts, we consistently follow and locate new data sets from our partners in order to publishthe most relevant resources for our readers, including our data partners at that arealso featured in this is part of the Watershed Publishing network of business-to-businessonline trade publications. The Social Media Data Stacks is from Watershed Publishing’sData Insights series.Please contact Sarah Roberts at to become a sponsor of aData Insights package. 53