La compañía ComScure en colaboración con Facebook ha elaborado el informe "The power of Like" un estudio dónde analiza el alcance e influencia del contenido de los perfiles de las marcas presentes en Facebook. (inglés)
The Power of_Like - How Social Marketing WorksBoris Loukanov
ANDREW LIPSMAN VP, Marketing, comScore
GRAHAM MUDD, Head of Measurement Partnerships, Facebook
Carmela Aquin, Senior Marketing Manager, comScore
Patric Kemp, Senior Data Analyst, comScore
Over the years, we've developed and delivered dozens of reports for our clients, partners, and the media. From smaller, cyclical anlayses to big audits or year-end reports - we love to be challenged and squeeze out everything we can from our data. We constantly look for ways to improve our alogithms and educate the market about what data can tell them and how they can use it in every day work or in planning their strategy.
Paid communication analysis on Facebook. Reach and cost estimations report.Sotrender
Over the years, we've developed and delivered dozens of reports for our clients, partners, and the media. From smaller, cyclical anlayses to big audits or year-end reports - we love to be challenged and squeeze out everything we can from our data. We constantly look for ways to improve our alogithms and educate the market about what data can tell them and how they can use it in every day work or in planning their strategy.
La compañía ComScure en colaboración con Facebook ha elaborado el informe "The power of Like" un estudio dónde analiza el alcance e influencia del contenido de los perfiles de las marcas presentes en Facebook. (inglés)
The Power of_Like - How Social Marketing WorksBoris Loukanov
ANDREW LIPSMAN VP, Marketing, comScore
GRAHAM MUDD, Head of Measurement Partnerships, Facebook
Carmela Aquin, Senior Marketing Manager, comScore
Patric Kemp, Senior Data Analyst, comScore
Over the years, we've developed and delivered dozens of reports for our clients, partners, and the media. From smaller, cyclical anlayses to big audits or year-end reports - we love to be challenged and squeeze out everything we can from our data. We constantly look for ways to improve our alogithms and educate the market about what data can tell them and how they can use it in every day work or in planning their strategy.
Paid communication analysis on Facebook. Reach and cost estimations report.Sotrender
Over the years, we've developed and delivered dozens of reports for our clients, partners, and the media. From smaller, cyclical anlayses to big audits or year-end reports - we love to be challenged and squeeze out everything we can from our data. We constantly look for ways to improve our alogithms and educate the market about what data can tell them and how they can use it in every day work or in planning their strategy.
Brands image across the internet including social mediaSotrender
Over the years, we've developed and delivered dozens of reports for our clients, partners, and the media. From smaller, cyclical anlayses to big audits or year-end reports - we love to be challenged and squeeze out everything we can from our data. We constantly look for ways to improve our alogithms and educate the market about what data can tell them and how they can use it in every day work or in planning their strategy.
2º oleada del estudio "The power of Like" elaborado por la compañia ComScore en colaboración con Facebook en el que se analiza el impacto e influencia que tiene esta red social para los intereses de empresas y marcas. (inglés)
Friend2 friend how to boost engagement with a social app finalAlice Lankester
This White Paper highlights three overarching principles for boosting brand engagement on Facebook, drilling down to 10 specific best practices. It uses specific examples, with concrete and actionable ideas, that have been taken from Social Engagement Apps built and deployed for Friend2Friend clients.
Facebook Zero: Considering Life After the Demise of Organic ReachOgilvy Consulting
Organic reach of the content brands publish in Facebook is destined to hit zero. It’s only a matter of time. With the impending end of organic reach, what are the consequences for marketers and others who use Facebook to connect with their communities? How can brands and corporates get the most from Facebook in the future? Is Facebook still a driver of “earned” conversation and word of mouth? Or is it just a straightforward paid channel? How should communities approach content and engagement going forward?
Brands image across the internet including social mediaSotrender
Over the years, we've developed and delivered dozens of reports for our clients, partners, and the media. From smaller, cyclical anlayses to big audits or year-end reports - we love to be challenged and squeeze out everything we can from our data. We constantly look for ways to improve our alogithms and educate the market about what data can tell them and how they can use it in every day work or in planning their strategy.
2º oleada del estudio "The power of Like" elaborado por la compañia ComScore en colaboración con Facebook en el que se analiza el impacto e influencia que tiene esta red social para los intereses de empresas y marcas. (inglés)
Friend2 friend how to boost engagement with a social app finalAlice Lankester
This White Paper highlights three overarching principles for boosting brand engagement on Facebook, drilling down to 10 specific best practices. It uses specific examples, with concrete and actionable ideas, that have been taken from Social Engagement Apps built and deployed for Friend2Friend clients.
Facebook Zero: Considering Life After the Demise of Organic ReachOgilvy Consulting
Organic reach of the content brands publish in Facebook is destined to hit zero. It’s only a matter of time. With the impending end of organic reach, what are the consequences for marketers and others who use Facebook to connect with their communities? How can brands and corporates get the most from Facebook in the future? Is Facebook still a driver of “earned” conversation and word of mouth? Or is it just a straightforward paid channel? How should communities approach content and engagement going forward?
GfK NextGeneration- Social Media Marketing During the Holiday Season Iris Wen
The proposal was selected from a hundreds of other entrants as a top 10 national finalist in the competition. This marketing research project illuminated potential areas of development through integration of consumer content and brand interactions in B2C marketing during the holiday season. The research was conducted with quantitative and qualitative methods on the following topics:
-Identifying the visibility of social media marketing during the holiday season
-Compare the involvement of consumers on social media to business activities
-Generate social media market strategies to further engage consumers during the holiday season.
Unveiling the Power of Buying Social Media Gains: Strategies for GrowthSMGains1
Why SMGains Are The Best to Buy Social Gains?
Are you frustrated that you’re not getting enough attention on Social Platforms? e?
SMGains lets you give your profile a much-needed boost, that’ll get you noticed in no time.
With SMGains you’ll get Social gains at the click of a button. Simply BUY YOUR SOCIAL GAINS from our range of options, or check out our bundles.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
2. Executive Summary
The following white paper is based on a collaboration between comScore and Facebook. The research,
which examines the nature of the reach and frequency of branded content on Facebook, is largely based
on May 2011 findings from comScore Social Essentials™, but also includes insights from Facebook’s
internal analytics platform. The summary below establishes the key findings and implications of this
research.
Facebook is the dominant social networking site with an audience of approximately 160 million
U.S. visitors each month and accounts for 90 percent of all time spent on social networking sites.
(Source: comScore)
Branded content on social media can take many forms – content shared directly from brands, re-
shared content from connections, or social marketing such as Facebook’s Sponsored Stories ad
unit. While there has been tremendous focus on counting the incidence of these brand mentions
on social networks (and, to a lesser degree, categorizing it), we find that the reach and frequency
of social media brand impressions is far more important than simple counting statistics.
Facebook users spend more than a quarter of their time on the site consuming and interacting
with the Facebook Newsfeed, and this activity represents 4 percent of all time spent online in the
U.S. The Newsfeed is also the primary location where branded content is consumed. In fact,
users are 40-150 times more likely to consume branded content in the Newsfeed than to visit the
Fan Page itself. (Source: comScore)
There are typically two potential audiences for branded content on Facebook. Fans of brands on
Facebook (those who have explicitly “liked” a brand) are the easiest to reach with social media
brand impressions, but the Friends of those Fans also constitute an important incremental
audience. Friends of Fans typically represent a much larger set of consumers (34 times larger, on
average, for the top 100 brand pages) and can receive social media brand impressions by way of
their Friends. In examples from this paper, the reach of branded content among Friends of Fans
significantly exceeded the reach among Fans.
When a brand focuses on acquiring and engaging Fans it can benefit from a significant
secondary effect – exposure among Friends of Fans that often surpasses reach among Fans.
In the case of some brands, Facebook Fans may have different aggregate demographic and
behavioral profiles than typical brand purchasers, indicating that social media may require
different approaches to marketing strategy.
The “Value of a Fan” can be assessed in three primary ways: increasing the depth of
engagement and loyalty among Fans, generating incremental purchase behavior, and leveraging
the ability to influence Friends of Fans.
2
3. Collectively, this research leads to two important conclusions. The first is that by focusing on measuring
the reach of their branded content among various constituencies, brands can more effectively understand
and optimize the way in which they leverage their presence on Facebook. Secondly, we believe that
brands can realize significant untapped benefits by understanding and focusing on reaching the Friends
of their Fans.
Introduction & Background
Social media has emerged over the past several years to redefine the digital media landscape and, in the
process, has changed the way we think about the dissemination of marketing messages. In particular,
Facebook has facilitated two unique consumer experiences of interest to brand marketers. First, the
ability for consumers to identify brands of interest and connect with them has enabled sharing between
brands and consumers in new ways: brands and their consumers can now create two-way relationships
and share content, news, and feedback. Social media has also facilitated innovative ways of sharing
information about brands between friends. Whether consumers are voicing their affinity for certain brands
or their experiences with products and services, Facebook not only encourages this type of sharing but
can also accelerate its reach and virality.
Brands are increasingly interested in establishing a social presence and engaging with their Fans, helping
shape their customers’ experiences, and even leveraging their voices for greater marketing impact.
Underscoring the importance of this channel, 100 percent of the Ad Age Top 100 Advertisers have
established Facebook pages for their brands.
As this new marketing paradigm unfolds, there is palpable excitement about its potential to drive value for
businesses, but also anxiety about the difficulty of grasping the full promise of this emerging medium.
According to a study conducted by the Harvard Business Review, only 12 percent of companies surveyed
indicated that they were effective users of social media, and just 7 percent said they were able to
integrate social media into their marketing activities. These problems are all too common for businesses
attempting to succeed in today’s social media environment.
Part of the challenge is that as social media has evolved, the research methodologies and key metrics
developed to describe social activity have served to isolate, rather than integrate, into traditional
marketing terms. For example, most research on branded content on social platforms focuses on
describing the incidence of these types of branded content (and, to a lesser degree, categorizing it as
positive or negative), without regard to the size or composition of the audience receiving that content.
Simply knowing how many brand mentions exist does little to provide insights for the potential impact of
3
4. that content, and can actually lead brands to focus on sub-optimal strategies because it highlights only
content creators – at the cost of not understanding its distribution.
Our research indicates that an approach that is instead focused on the audience of branded content on
social platforms – namely, audience reach and frequency – can unlock a much better understanding of
the true impact (and therefore, value) of those impressions. This approach is more favorable because it
allows brands to focus on marketing activities that drive scale within audiences of interest. Additionally, it
provides brands the opportunity to understand the profile of those audiences reached with various types
of content, and to begin to understand the impact of that content exposure.
Importantly, an approach focused on audience reach and frequency would also serve to integrate brand
activity on social platforms with other parts of the marketing mix since reach, frequency and GRPs are
standard units of measurement across most media channels, including TV, online, radio and print.
Methodology and Definitions
TM
Data in this paper was collected and analyzed using the comScore Social Essentials product, which is a
measurement service based on comScore’s proprietary 2 million person global panel of Internet users
from a home or work computer (note: mobile-based Internet browsing is not included in this analysis).
Opt-in panelists provide comScore with explicit permission to passively observe their online behavior,
including site visitation, search activity, advertising exposure, and online purchases. By measuring online
behavior for these opt-in panelists, comScore can observe both public and non-public pages within
particular social networks such as Facebook. Measurement of panelists’ exposure to social media
marketing within social networks can be linked to other behaviors in which they engage around the web.
In addition, certain select data points and illustrations in the paper are based on aggregate, non-
personally-identifiable data sourced from Facebook.
Social Media Brand Impressions
In this paper, we describe a unit of branded content called a “social media brand impression.” These
impressions occur throughout a social network and may be delivered through a variety of dissemination
channels. Below are the four primary vehicles through which these impressions are delivered:
1. Page Publishing – These unpaid impressions appear on the Fan page wall and may also appear
in the Newsfeed of a Fan or a Friend of a Fan.
2. Stories about Friends - These unpaid impressions occur when a Friend actively engages with a
brand (e.g. Amy Likes Southwest Airlines) and become visible either on a Friend’s wall or in the
Newsfeed. These stories may appear to Fans and Friends of Fans.
4
5. 3. Sponsored Stories – These paid impressions are similar to Stories about Friends, but they have
been actively distributed more broadly and appear in the right hand column to Fans and Friends
of Fans.
4. Ads with Social – These branded messages come directly from the advertisers with a social
context on the unit that appears to Friends of Fans (e.g. Roger Tison Likes Southwest Airlines,
appearing at the bottom of the ad unit).
While Social Essentials reports on all four of these impression types, this paper is focused specifically on
unpaid, or earned, impressions.
5
6. Facebook Fan & Friend of Fans Segments
In this white paper, we will discuss a few different types of user segments within Facebook. While other
analyses of Facebook Fans typically center on counts in the total number of accrued Fans, we instead
measure audience segments within Facebook based on their exposure to brand impressions within the
given reporting period (consistent with the comScore Social Essentials product). Moreover, not only are
Fans exposed to these impressions, but so are their Friends. With this understanding in mind, we will
make reference to the following audience segments throughout this paper:
Fans – This user segment is based on users who have affirmatively stated their affinity for a
particular brand by “liking” that brand. Over a given period, a subset of the total Fan base has
been exposed to a social media brand impression.
Friends of Fans – This user segment (aka “Friends”) is defined as those who are not explicitly
brand Fans but who are exposed to brand impressions through a Friend who is a Fan of a
particular brand. Over a given period, a subset of the total Friends of Fans is likely to have been
exposed to brand impressions.
Non-Fans – This segment encompasses all users of the social network who have neither become
a Fan of a particular brand, nor are they connected to a Fan.
The following graphic illustrates the scope of these Facebook user segments for Microsoft Bing. While
Bing’s Fan base is approximately 1.7 million, the number of Friends of Fans in this network is 232 million
– more than 130 times the size of its Fan base. Non-Fans are represented by the blue region.
6
7. Brand Fans Make Facebook a Social Marketing Vehicle
Facebook has emerged over the past few years as a powerful social marketing and advertising platform.
In the U.S. alone, Facebook has approximately 160 million visitors each month – about 3 out of every 4
Internet users – with the majority of them visiting the site on a daily basis. Compared with other leading
social networks, Facebook today represents the vast majority of U.S. social networking activity,
accounting for 90 percent of all time spent on social networking sites in the U.S. (Source: comScore)
Trend in U.S. Unique Visitors (000) to Facebook, Myspace and Twitter
Source: comScore Media Metrix, U.S., June 2007 - May 2011
180,000
160,000
140,000
120,000
100,000 Facebook.com
80,000 MySpace
60,000 Twitter.com
40,000
20,000
0
Within Facebook, the largest portion of users’ time is spent on the individual’s homepage which features
the Newsfeed. In May 2011, 27 percent of engagement on Facebook.com occurred on the homepage
and Newsfeed, followed by profile viewing (21 percent), photo viewing (17 percent) and usage of apps
and tools (10 percent). (Source: comScore)
7
8. Share of Time Spent on Facebook.com by Content Section
Source: comScore Mediabuilder, U.S., May 2011
25% 27% Homepage/Newsfeed
Profiles
Photos
Apps & Tools
10%
All Other
21%
17%
Understanding the importance of the Newsfeed to the Facebook user experience helps illustrate how and
where users are likely to see and digest information on the site. This implication is especially important for
brands with a presence on Facebook, since the Newsfeed offers the greatest opportunity to reach and
engage with current and potential customers.
Facebook users demonstrate their affinity for brands through use of the “like” button. By “liking” a brand
(also known as “becoming a Fan”) followers can affirmatively express their interest in a particular brand
for reasons that may include self-expression, communicating positive associations of that brand to others,
staying in communication with that brand, or receiving deals and promotions. Many iconic brands have
been able to amass substantial Fan followings, with Coca Cola, Starbucks and Disney each boasting
more than 20 million Fans as of July 2011.
In this white paper, we will examine the social media impact for three very different brands – Starbucks,
Southwest Airlines, and Microsoft Bing – in order to understand how their marketing messages reach
Fans and Friends of Fans throughout the network, and the resulting implications of these social media
brand exposures.
Most Branded Content Exposure Occurs in the Newsfeed
Despite an increasing willingness to identify as Fans of a brand, it is important to understand that the core
user experience of consuming and engaging with content in the Newsfeed extends to branded content. In
other words, social media brand content is primarily consumed within the Newsfeed as opposed to on the
brands’ fan pages.
8
9. To grasp the enormous difference in consumption of branded content in the Newsfeed versus the brand
page, we compared the page views on the Fan page to the total number of brand exposures on
Facebook. In May 2011, Starbucks delivered 156 brand impressions throughout Facebook for every one
page view on its Fan page. Southwest delivered 42 brand impressions for every Fan page view, while
Bing delivered 45. In each brand’s case, they managed to reach millions of people with brand
impressions throughout the site while only attracting tens of thousands of visitors to the Fan pages.
Starbucks, Southwest & Bing: Ratio of Facebook Impressions for
Fans & Friends of Fans to Page Views on Brand Fan Pages
Source: comScore Social Essentials, U.S., May 2011
180
156
160
140
120
100
80
60 42 45
40
20
0
Starbucks Southwest Bing
These outsized ratios may surprise some marketers at first glance, but it is actually very consistent with
how people use Facebook. Most of their time is spent on the Newsfeed over individual profile pages, so it
makes sense that the branded content impressions would reflect this reality.
Despite the dominance of consumption in the Newsfeed relative to the brand page, a minority of Fans see
content from a brand in a given week. A Facebook analysis indicates that, on average, 16 percent of
Fans are reached by branded content by a brand that posts five out of seven days. Why don’t all Fans
see a particular piece of content from a brand? Some fans may miss content if they are not logged onto
the site during a period when brands are active. Additionally, the Facebook Newsfeed uses an algorithm
to rank content based upon the likely interest to a user so, unlike in other social media settings, only the
content determined to be most relevant to a user is delivered at a specific time. These results are similar
to the degree of reach between users and their Friends – a given status update from a user will result in
approximately 12 percent reach among their Friends, according to a Facebook analysis.
How can Fan pages increase the likelihood of reaching their Fan base? Publishing content that is highly
engaging can increase the likelihood of content appearing in the Newsfeed. Publishing more often can
9
10. also increase the rate at which Fans see content. A Facebook analysis suggests that each incremental
day of publishing branded content from the Facebook Page increases the reach among Fans by
approximately 2.5 percent. Of course, brands must also take care to ensure that the content and
frequency of publishing aligns with the expectations of their Fan base, and does not result in annoyed or
disengaged Fans.
Facebook Fan Pages: Cumulative Reach as a Function of Post Frequency
(# of Days per Week)
Source: Facebook, Top 100 Brand Pages, Worldwide Data, May 2011
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
1 Days 2 Days 3 Days 4 Days 5 Days 6 Days 7 Days
Friends of Fans: Extending the Social Influence of Fans
Reaching Fans with marketing messages is certainly of interest to brands, but our research has found
that the Friends of Fans represent a substantial potential audience, often well beyond the scale of Fans
alone. A Facebook analysis of the top 100 brand pages suggests that for every Fan, there are an
additional 34 Friends of Fans that can be reached (with significant variance among brands). This
multiplier grows even larger as we look beyond the top 100 brand pages (81x on average among the top
1,000 Fan pages).
10
11. Looking specifically at Starbucks, Southwest, and Bing, we see that the ratio of Fans to Friends of Fans
varies considerably across the three brands but, in all three cases, the Friends of Fans represent an
audience at least an order of magnitude larger than the Fan base – hundreds of millions of users globally.
Starbucks, Southwest & Bing: Potential Reach of Friends of Fans Audience (000)
Source: Facebook, Worldwide Data
800,000
700,000
600,000
500,000
400,000
300,000
200,000
100,000
-
Starbucks Southwest Bing
11
12. Friends of Fans are also an intriguing audience for marketers for a couple of reasons. First, since these
consumers have yet to identify themselves as Fans of a given brand, there may be more upside in
messaging to them – either for brand-building or increasing consumption. Brands can also take
advantage of these users’ social proximity to Fans to deliver stories about those Fans’ interest and
engagement with their brand.
An analysis of the reach delivered via social media brand impressions highlights this ability to extend
reach through Friends of Fans. Across all three brands analyzed, the number of Friends of Fans reached
by these brand impressions exceeded the reach by Fans alone, and by a significant amount in the cases
of Starbucks and Bing.
Starbucks, Southwest & Bing: Total U.S. Internet Reach (%)
of Social Media Brand Impressions among Fans & Friends of Fans
Source: comScore Social Essentials, U.S., May 2011
6.0%
4.9%
5.0%
4.0%
2.9%
3.0%
2.0%
1.0%
1.0% 0.4% 0.5% 0.6%
0.0%
Starbucks Southwest Bing
Fans Friends
Reaching Consumers at Scale with Branded Content
Social media is generally not regarded in the same way as other media channels that deliver branded
content at scale, such as online display advertising. However, our research has indicated that in some
cases it could warrant such consideration given its ability to deliver impressions comparable with that of
other digital ad campaigns. With Southwest and Bing, these impressions were marginally incremental to
their existing online display ad campaigns in reaching people around the web. In Starbucks’ case,
however, unpaid social media impressions increased total online impression volume by an impressive 64
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13. percent. This amplification in social media brand impressions is largely attributable to Starbucks’ ability to
leverage a larger Fan base and its modest ad impression volume relative to Bing and Southwest.
Starbucks, Southwest & Bing: Facebook Brand Impressions (000)
vs. Display Ad Impressions (000) among Fans & Friends of Fans
Source: comScore Social Essentials, U.S., May 2011
400,000
350,000 5,918
300,000
250,000
200,000
355,866
150,000 8,111
100,000 52,365
158,230
50,000 81,652
0
Starbucks Southwest Bing
Display Ad Impressions Social Impressions
Most marketers would agree that while media is bought and sold on an impression basis, their true goal is
to reach people – particularly those in their target demographic. Accordingly, we believe that social media
research should also focus on measuring the number and composition of people reached by brand
messages on Facebook and other social networks.
Social Media Reach, Frequency & GRPs
Facebook provides the opportunity not only to deliver brand impressions at scale, but also to deliver
impressions with social context. This has the potential to generate lift at each stage in the marketing
cycle, whether it is brand awareness, favorability, purchase intent, conversion, or even long-term loyalty
and lifetime value. The ability to measure the impact of these brand impressions in terms of traditional
marketing metrics enables brands to realize the value of social media as an integral component of the
overall marketing mix.
To achieve this cross-media comparability, social media brand impressions must be quantified and
translated into traditional media planning variables such as reach, frequency and GRPs. We calculated
these metrics for Starbucks, Southwest and Bing based on the number of social media brand impressions
delivered against Fans and Friends of Fans. The metrics showed that while Fans received a higher
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14. number of impressions on average, Friends of Fans represented a wider reach. Due to Starbucks’ larger
overall fan base, the brand delivered the highest overall number of Total U.S. GRPs at 17.3 (5.7 among
Fans and 11.6 among Friends). Southwest delivered a combined 2.0 GRPs while Bing delivered 2.7
GRPs. These metrics not only enable comparison with other digital campaigns, but can also provide
comparability for cross-media campaigns.
Unpaid Brand Impressions on Facebook
Source: comScore Social Essentials, U.S., May 2011
Social Media Audience Analysis
Understanding the size of the audience reached via social media leads to a natural follow-on question:
who are these people? With traditional campaigns, marketers attempt to reach particular audience
segments with their messages and, in the context of social media campaigns, marketers want to
understand how the audiences reached align with their marketing objectives. The following analysis
illustrates the demographic and behavioral attributes of various Facebook Fan segments.
Demographic Analysis
On the demographic side, the brand-exposed Fans of the three brands studied differ by age composition.
Starbucks actually has a fairly young demographic profile for its Fans with more than 40 percent under
the age of 25, and 18-24 year olds accounting for more than a quarter of all Fans (26.5 percent).
Approximately 40 percent of Bing’s Fans were also under the age of 25, although they were more evenly
balanced among Under 18 year olds and 18-24 year olds. Southwest Fans, meanwhile, showed an older
age profile with more than half (52.0 percent) at least 35 years of age.
14
15. Starbucks, Southwest & Bing: Facebook Fan Age Demographic Profile
Source: comScore Social Essentials, U.S., May 2011
30.0%
25.0%
20.0%
Starbucks
15.0% Southwest
Bing
10.0%
5.0%
0.0%
Age Under 18 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55+
In the case of Starbucks, we observed some differences in the respective demographic profiles of its
brand-exposed Facebook Fans in comparison to its typical customers. Among people age 18 and older,
20 percent of those who had visited a Starbucks premises within the past month were between the ages
of 18-24, while 31 percent of brand-exposed Starbucks Fans were in that age segment. At the same time,
14 percent of in-store visitors were age 55 and older, but this same age segment accounted for just 7
percent of brand-exposed Fans. With the knowledge that Fans skew significantly younger than the typical
customer, Starbucks would likely benefit from designing its social marketing strategies to appeal to
younger customers in an attempt to bring them in the door.
15
16. Demographic Profile of Brand-Exposed Starbucks Fans vs. Starbucks Store Visitors
Sources: comScore Social Essentials and comScore Plan Metrix, U.S., May 2011
35%
30.8%
30% 28.5%
26.4%
25%
19.7% 20.1% 19.5%
18.9%
20%
14.7%
15%
9.7%
10%
4.7% 4.6%
5% 2.3%
0%
Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+
% of Starbucks Fans % of Starbucks Store Visitors
Understanding the demographic characteristics of a brand’s social media following may reveal interesting
audience dynamics and uncover the potential for new marketing opportunities. What is clear in these
examples is that it is difficult to generalize about a brand’s social media audience. They may in some
cases closely mirror one’s typical customer base or, in other cases, look very different. Because attracting
Fans can be a function of both organic brand affinity and active social media marketing efforts, there is no
obvious rule of thumb. It is important that brands understand who these Fans are in order to utilize the
strategies that will be most effective in activating these customers.
Behavioral Analysis
We can also see that Fans have different online behavioral profiles by brand. In the analysis below, we
examined the percentage of time a particular brand’s Fans spent in different site categories relative to the
average U.S. Internet user. The results indicated several strong behavioral skews by brand among the
top content categories.
The first revelation was that brand-exposed Fans of all three brands significantly over-index for time spent
in the Social Networking category. This fact should not be surprising, given that these user segments are
more likely to associate with brands on Facebook. All three brands also over-indexed for the
Entertainment category (consistent with their relative preference for leisure-oriented online content such
as Social Networking), as well as Search/Navigation. Other content categories showed differences in
usage, such as Automotive where Bing Fans exhibited a strong propensity to visit. On the other hand,
Bing Fans had low relative visitation for the Financial News, Newspapers and Travel categories.
16
17. Southwest Fans, unsurprisingly, indexed high on the Travel category, as well as the Retail category.
Starbucks Fans also indexed high on Retail.
Starbucks, Southwest & Bing Brand-Exposed Fans:
Content Category Visitation by Time Spent Index
Source: comScore Social Essentials, U.S., May 2011
0 50 100 150 200 250 300 350
Automotive
Financial News
Social Networking
Entertainment
Games
Starbucks
Newspapers
Southwest
Retail
Bing
Search/Navigation
Travel
Brands can leverage the information on their Fans’ online behavior to better understand what messaging
might work best with customers, which products to promote via social media, and what type of promotions
are most likely to gain traction.
Another way for brands to build a profile of their Fans is to understand which content categories they are
most likely to visit relative to the average Internet user. The illustration below shows the top five content
categories where each brand’s Fan segment spends the greatest share of time relative to the average.
Starbucks Fans, for example, can be described as both entertainment-oriented and information-seekers.
Southwest Fans show great interest in the weather - probably because they are heavier travelers - while
Bing Fans are more likely to be auto-intenders and consumers of teen content.
17
18. Facebook Offers Global Marketing Channel for Brands
While most campaign measurement and evaluation occurs at a local level, it is also important for many
brands to take a more global perspective. Facebook’s extensive worldwide reach makes it one of the few
media channels that can be employed for global branding efforts. According to comScore, Facebook
reached 714 million worldwide unique visitors in May - to rank as the third largest worldwide web property.
It also ranks as the #1 social networking site in the wide majority of the individual countries measured by
comScore.
The chart below clearly illustrates how brands may be reaching Fans across the world with brand
impressions on Facebook. Starbucks has a diverse base of exposed Fans across all five global regions,
with North America accounting for less than 30 percent of the total. Southwest has a more concentrated
Fan base which is understandable as it is a domestic airline. Bing - a global brand - enjoys a fairly diverse
Fan base, though to a lesser extent than Starbucks.
Starbucks, Southwest & Bing: Percentage of Exposed Fans by Worldwide Region
Source: comScore Social Essentials, U.S., May 2011
0% 20% 40% 60% 80% 100%
Starbucks North America
Europe
Latin America
Asia Pacific
Southwest
Middle East - Africa
Bing
Starbucks, which boasts 5,500 coffee houses in more than 50 countries, is clearly capitalizing on
Facebook as a global marketing channel. In May, Starbucks’ social media brand impressions reached
more than 53 million people worldwide, with ten individual countries delivering impressions to at least 1
million Fans and Friends. The United States led the way with 14.4 million exposed Fans and Friends,
followed by Germany (4 million), Mexico (2.5 million) and Canada (2.3 million). (Source: comScore)
18
19. Starbucks: Top 10 Countries by Number of Exposed Fans & Friends of Fans (000)
Source: comScore Social Essentials, U.S., May 2011
United States 14,417
Germany 3,972
Mexico 2,549
Canada 2,276
Italy 1,854
United Kingdom 1,616
Malaysia 1,453
Philippines 1,315
India 1,260
Taiwan 1,233
Fan Value and Social Media ROI
Perhaps the most common questions that arise in evaluating social media efforts are “What is a Fan
worth?” and “What is the return on my social media investment?” Answering such queries must begin
with quantifying the value of a Fan, which we might consider in the following ways:
Increasing engagement and loyalty among Fans
Generating incremental purchases among Fans
Positively influencing Friends of Fans
A retailer may want to understand how much more time Fans spend at its store than non-Fans. A CPG
brand may be interested in knowing how much more of its product is purchased in-store by Fans than
non-Fans. A publisher could be curious about how much more time is spent on its website than a non-
Fan. The potential applications for understanding these differences are virtually limitless.
A good starting point for quantifying the value of social media audiences is to analyze basic brand
engagement. For Starbucks, Southwest, and Bing, we began by evaluating how much more likely Fans
and Friends of Fans were to visit the websites for those brands compared to the average visitor of those
sites. Starbucks’ Fans and Friends of Fans showed the highest average propensity to visit the brand
website, with Fans 418 percent more likely to visit Starbucks.com and Friends of Fans 230 percent more
likely. Southwest Fans were 362 percent more likely to visit Southwest.com, while Friends of Fans were
165 percent more likely. Bing, which showed relatively more modest lifts at 55 percent for Fans and 33
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20. percent for Friends of Fans, had much higher rates of visitation overall than the other two brands’
websites with more than 1 out of every 3 U.S. Internet users visiting Bing in May.
Starbucks, Southwest & Bing: Website Visitation Among Exposed Fans & Friends of Fans
vs. Average Internet User
Source: comScore Social Essentials, U.S., May 2011
450% 418%
400% 362%
350%
300%
250% 230%
200% 165%
150%
100% 55%
50% 33%
0%
Starbucks Southwest Bing
Fans Friends
With these examples, we are able to establish that Fans and Friends of Fans tend to exhibit significantly
higher brand engagement than the typical Internet user, and also quantify the magnitude of the
difference. However, this evaluation can often be taken to the next level of analysis.
The following illustrations for Starbucks, Southwest, and Bing, help to demonstrate how businesses might
quantify the value of their Fans and Friends of Fans. Importantly, these illustrations do not imply a direct
cause-and-effect relationship between social media exposure and behavior, as those associated with the
brand might already be more likely to engage with it. This caveat notwithstanding, brands can gain insight
into this heavy user segment in order to optimize marketing decisions.
Starbucks
To understand differences in purchase patterns among the Fans and Friends segments, comScore
analyzed Starbucks customers’ in-store purchase patterns. The analysis, which examined in-store
purchase behavior during May 2011, revealed that Starbucks Fans & Friends of Fans spent 8 percent
more and transacted 11 percent more frequently than the average Internet user who transacted at
Starbucks.
20
21. Starbucks: Fans & Friends of Fans Purchase Activity vs. Average Internet User
Source: comScore Social Essentials, U.S., May 2011
12.0% 11%
10.0%
8%
8.0%
6.0%
4.0%
2.0%
0.0%
Spending per Buyer Transactions per Buyer
It is important to note that differences between Fans and non-Fans in terms of purchase quantity or
frequency are not truly reflective of the value of a “like.” At least a portion of these differences reflect the
pre-existing preferences of these consumers: they prefer Starbucks, make a habit of visiting Starbucks
often, and also are more likely to express this brand affinity by becoming a Fan of Starbucks on
Facebook. Thus, differences in spend may reflect the strength of pre-existing brand preferences. That
said, it is clear that these are valuable customers for Starbucks and social media represents a strong
opportunity to engage with them.
To understand the incremental value of the published content, this research technique can be used to
identify Starbucks Fans and Friends of Fans who have received branded content, and evaluate their
behavior over time. We can compare this behavior not only to that of non-Fans, but also based on the
frequency and diversity of exposure to branded content and its latent impact on purchasing behavior.
Southwest
For Southwest, we conducted an analysis comparing Southwest.com site visitation patterns between
Fans and Friends of Fans and the average site visitor. , The results indicated substantially higher
visitation rates among Fans and Friends of Fans. While 2.7 percent of the total U.S. Internet audience
visited Southwest.com in May 2011, 12.4 percent of exposed Southwest Facebook Fans visited the site,
nearly 5 times the total Internet average. Perhaps even more dramatically, 7.1 percent of exposed
Southwest Friends of Fans visited Southwest.com, more than 2.5 times the rate among the total Internet
population. These results suggest that exposure to socially influenced brand messages might be
persuasive in driving brand engagement.
21
22. Southwest.com Visitation Rate of Southwest Brand Exposed
Fans & Friends of Fans
Source: comScore Social Essentials, U.S., May 2011
14.0%
12.4%
12.0%
10.0%
8.0% 7.1%
6.0%
4.0% 2.7%
2.0%
0.0%
Total Internet Southwest Fans Southwest Friends
For a website like Southwest.com, which sells tickets directly and therefore represents the company’s
primary revenue generation channel, differences in site visitation rates can be tied to conversion to help
quantify the value of Fans and Friends of Fans.
Bing
For Bing, we conducted a similar analysis comparing Bing.com search patterns between Bing Fans and
Friends of Fans and the average Bing.com searcher. The results once again indicated higher
engagement across the board among the Fans and Friends of Fans segments. Overall, Bing Fans
conducted 68 percent more searches on Bing than the average Bing searcher (40.9 vs. 24.3) while
Friends of Fans conducted 27 percent more searches (30.8 vs. 24.3). Fans and Friends also exhibited
higher search engagement in terms of the number of searches per session, searches per usage day, and
number of search usage days. In each case, Bing Fans demonstrated significantly higher engagement
than the Friends of Fans segment.
22
23. Bing: Brand Exposed Fans and Friends of Fans Search Activity vs. Average Bing Searcher
Source: comScore Social Essentials, U.S., May 2011
50.0
40.9
40.0
30.8
30.0
24.3
20.0
10.0 7.1 6.1
4.6 5.8 5.1 5.3
2.6 2.8 2.6
0.0
Searches Per Searcher Searches Per Session Searches Per Usage Search Usage Days
Day
Total Internet Fan Friend of Fan
This dynamic illustrates the importance of the Fan and Friend segments to Microsoft, since their
association with the Bing brand corresponds directly with Microsoft’s ability to monetize search behavior.
Conclusion
As marketers look increasingly to Facebook and other social media platforms as new ways of
communicating with their consumers, they seek metrics that can help them understand the value, and
create an effective strategy for reaching key audience segments. But, typical approaches that focus on
raw fan counts, or the total number of engagements on a given piece of content, fail to depict the potential
and realized scope of social media brand impressions.
As illustrated through the examples in this paper, a measurement approach that focuses on reach and
frequency within audience types (for example, Fans and Friends of Fans) can lead to a dramatically
better understanding of how and where brand messages are reaching consumers. This same focus
means that marketers can also better place their social media strategy within the broader framework of
their marketing objectives for key consumer segments.
In particular, the findings in this paper may be of interest to brand marketers as they consider their
realization of the “value of a Fan” on Facebook. In addition to understanding the short and long term
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24. reach of social media brand impressions to Fans, this approach’s ability to determine reach among the
largely untapped Friends of Fans audience may be important in helping brands to achieve their marketing
goals on Facebook -- and beyond.
About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source
of digital business analytics. comScore helps its clients better understand, leverage and profit from the
rapidly evolving digital marketing landscape by providing data, analytics and on-demand software
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and a broad variety of emerging forms of digital consumer behavior. comScore services, which now
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and Yahoo!.
For more information, please visit www.comscore.com, call 866.276.6972 or email
learnmore@comscore.com.
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