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THE POWER OF LIKE
Understanding the scale and importance of social mediaNovember 2011
2© comScore, Inc. Proprietary and Confidential.
Social Networking Is A Big Deal Across Europe
Source: comScore Media Metrix, June 2011
Point Change from June 2010
Russian Federation
Switzerland
Austria
Germany
Norway
Sweden
France
Finland
Denmark
Italy
Netherlands
Belgium
Spain
Poland
Ireland
Portugal
Turkey
United Kingdom
Europe
86.0
86.2
86.6
88.7
90.5
91.9
92.3
92.5
92.6
92.8
92.9
93.2
93.8
94.3
94.8
95.7
96.0
97.8
92.1
Reach of Social Networking by Market Across Europe
5.6
5.1
18.2
18.4
-1.3
7.2
18.3
6.8
7
4.2
8
8.5
9.5
5.9
3.3
8.6
3.1
14.1
8.7
3© comScore, Inc. Proprietary and Confidential.
Facebook Overtaking Local Competitors Market By Market
Jun-
2010
Jul-2
010
Aug-2
010
Sep-2
010
Oct-2
010
Nov-2
010
Dec-2
010
Jan-
2011
Feb-2
011
Mar
-201
1
Apr-2
011
May
-201
1
Jun-
2011
0
10,000
20,000
30,000
40,000
Russia: Facebook vs. Local Competitor
Vkontakte FACEBOOK.COM
Jun-
2010
Jul-2
010
Aug-2
010
Sep-2
010
Oct-2
010
Nov-2
010
Dec-2
010
Jan-
2011
Feb-2
011
Mar
-201
1
Apr-2
011
May
-201
1
Jun-
2011
0
2,000
4,000
6,000
8,000
10,000
Netherlands: Facebook vs. Local Competitor
Hyves FACEBOOK.COM
Aug-2010
Sep-2010
Oct-2010
Nov-2010
Dec-2010
Jan-2011
Feb-2011
Mar-2011
Apr-2011
May-2011
Jun-2011
02,0004,0006,0008,000
10,00012,00014,00016,000
Poland: Facebook vs. Local Competitor
NASZA-KLASA.PL FACEBOOK.COM
64%
2%
16%
-4%
63%220%
Source: comScore Media Metrix, June 2010-2011
4© comScore, Inc. Proprietary and Confidential.
Facebook 2nd Largest Property On UK Mobile Web
Goo
gle
Sites
FACEBOOK.C
OM
Ter
ra -
Telef
onica
BBC S
ites
Yah
oo! S
ites
Ora
nge
Sites
W
ikim
edia
Fou
ndat
ion
Sites
Vod
afon
e Gro
up
M
icros
oft S
ites
AOL,
Inc.
11,663,497
9,899,979
4,091,448 4,051,3383,562,765 3,443,350 3,139,697 2,925,281 2,677,549 2,444,354
Top 10 Mobile Web Properties by Unique Visitors
Source: comScore GSMA MMM, June 2011
5© comScore, Inc. Proprietary and Confidential.
Facebook Dominates Total Time Spent on Mobile Web
Source: comScore GSMA MMM, June 2011
FACEBOOK.C
OM
Goo
gle
Sites
M
icros
oft S
ites
Ora
nge
Sites
BBC S
ites
Vod
afon
e Gro
up
Acc
uWea
ther
Site
s
Yah
oo! S
ites
Ope
ra S
oftw
are
eB
ay
3,605,556
466,878
125,209 123,049 113,011 111,380 100,641 73,952 57,591 45,216
Top 10 Mobile Properties by Time Spent - Total Minutes (000)
6© comScore, Inc. Proprietary and Confidential.
Social Networking Access Growth Stronger Via Apps
Accessed via Mobile Browser
Accessed via Mobile App
+35% +93%
Product: MobiLens; Data: 3month average ending Jun 11; Country: EU5, N= 66,737
49.4 Million (21% of all EU5 mobile owners) accessed Social Networking on mobile, 58% (28.9 Million) accessed via the mobile browser and 43% (21 Million) of those accessed via Mobile Apps.
7© comScore, Inc. Proprietary and Confidential.
The Power of Like Study
Date: Q2 2011
Panel Size: 2m globally
Methodology: Passive data capture
Focusing 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
White paper and short video summary available at: http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/The_Power_of_Like_How_Brands_Reach_and_Influence_Fans_Through_Social_Media_Marketing
8© comScore, Inc. Proprietary and Confidential.
The Vast Majority of Brand Exposure Happens in the Newsfeed and on Profile Pages
Starbucks Southwest Bing0
20
40
60
80
100
120
140
160
180
156
42 45
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
In May, Starbucks received 156 impressions for every 1 page view on their brand page
Source: comScore ‘Power of Like’, July 2011
9© comScore, Inc. Proprietary and Confidential.
Friends of Fans Are a Major, Often Untapped, Source of Additional Reach and Effectiveness
Bing Facebook Fan SegmentsSource: Facebook, Worldwide Data
Starbucks, Southwest & Bing: Total U.S. Internet Reach of Social Media Brand Impressions among
Fans & Friends of Fans
Starbucks Southwest Bing 0%
1%
2%
3%
4%
5%
6%
2.9%
0.4% 0.6%
4.9%
0.5%1.0%
Fans Friends
Source: comScore ‘Power of Like’, July 2011
Brands are not getting visibility into a huge proportion of the audience who are exposed to their branded content
10© comScore, Inc. Proprietary and Confidential.
Brand Exposure in Social Media Tends To Lead To Significantly Higher Usage of Owned Media
0.0
5.0
10.0
15.0
20.0
25.0
30.0
1.6
7.6
26.9
1.4
6.6
18.7
1.3
6.8
23.2
Source: comScore Social Essentials, Jul 2011
Football club website reach amongst UK Internet Users
Additionally, in the US where offline behaviour is also studied, Starbucks Fans & Friends of Fans spent 8 percent more and transacted 11 percent more frequently than the average
Internet user who transacted at Starbucks
11© comScore, Inc. Proprietary and Confidential.
Source: comScore Media Metrix, June 2010-2011
Up..
+335% YoY
+261% YoY
+173% YoY
+155% YoY
+124% YoY
+116% YoY
+86% YoY
+61% YoY
+56% YoY
+44% YoY
+29% YoY
+27% YoY
+25% YoY
+12% YoY
+2% YoY
12© comScore, Inc. Proprietary and Confidential.
... Down...
Jun-10 Jun-11 % Change
Windows Live Profile 43,657 34,319 -21
Skyrock 13,140 10,162 -23
StudiVZ Sites 15,756 9,836 -38
NETLOG.COM 7,512 7,229 -4
STAYFRIENDS.DE 7,860 3,903 -50
TAGGED.COM 3,042 2,228 -27
FOTOLOG.COM 3,194 2,093 -34
Source: comScore Media Metrix, June 2010-2011
13© comScore, Inc. Proprietary and Confidential.
... and Upcoming
Source: comScore Media Metrix, June 2010-2011
54K Uvs +3,480% YoY
197K Uvs +606% YoY
1,320 K Uvs +145% YoY
4,455 Uvs +90%
7,819K Uvs +73% YoY
2,086 K Uvs +46% YoY
14© comScore, Inc. Proprietary and Confidential.
Thank you!
Mike Shaw
Marketing Solutions Director