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Michael Lazerow, CEO & Founder, Buddy Media
Linda Abraham, CMO & Co-Founder, comScore
How Social Media Influences
Consumer Behavior
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2008 2009 2010 2011
Time Spent on Key Categories OnlineWorldwide Hours per Month (Billions)
35
30
25
Nearly in5minutes online
is spent on social networks.
1
Social Networking
Search/Navigation
Retail
Communications (Email/IM)
Other Content
Source: comScore Media Metrix, March 2007 - October 2011
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Facebooks worldwide site rank
55% Facebooks global penetration
Source: comScore Media Metrix, October 2011Source: comScore Media Metrix, October 2011
#3
3in 4 minutes on social networking sitesare spent onFacebook
1 in 7 minutes spent onlineare spent onFacebook
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4 comScore, Inc. Proprietary.
Propel Crowd-Sources Its Holiday Content
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5 comScore, Inc. Proprietary.
Lexus Uses Facebook To Raise Money For Charity
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6 comScore, Inc. Proprietary.
Walmart Provides Gift Recommendations From Friends
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7 comScore, Inc. Proprietary.
Best Buy And Leading Retailers Made Effective Use Of Facebook ToPromote TheirBlack Friday Doorbusters
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8 comScore, Inc. Proprietary.
The Fan Page Is A Great Starting Point But Remember ThatMost Brand Exposures Happen On The News Feed!
27%
21%
17%
10%
25%
Share of Time Spent onFacebook
Homepage/NewsfeedProfiles
Photos
Apps/Tools
All Other
Source: comScore Mediabuilder, U.S.,May 2011
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Youve got fans.
And theyve gotfriends.
How can you measure the impact on both?
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10 comScore, Inc. Proprietary.
Those you seek might be different than those who seek you
31%
29%
19%
15%
5%
2%
20%
26%
20%
19%
10%
5%
Age 18-24
Age 25-34
Age 35-44
Age 45-54
Age 55-64
Age 65+
% of Starbucks Fans % of Starbucks Store Visitors
Source: comScore Social Essentials and comScore Plan Metrix, U.S., May 2011
Starbucks: Demographic Analysis% of Starbucks Store Visitors vs. % ofBrand-Exposed Starbucks Facebook Fans
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Get Fans(Who are
they?)
BrandMessages
Reach Fansin News Feed
Fans TalkAbout
News FeedContent
News FeedContent
Spreads toFriends
Goal: MaxReach,
ROI
2. Engagement 3. Amplification1. Cut-Through
Many brands dont considerthese intermediary steps
Brands control the three basic levers that will
determine social media marketing success.
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12 comScore, Inc. Proprietary.
Earned Value Can Be Significant
117.3
275.4
Walmart
Earned Impressions (MM) Paid Impressions (MM)
Source: comScore Social Essentials, U.S.,October 2011
Walmart: Paid Media vs. Earned Media AnalysisSocial Media Impressions (MM) vs. Display Ad Impressions (MM)
Estimated Value ofEarned ImpressionsBased on $3.55 CPM
$417,000
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13 comScore, Inc. Proprietary.
When Messages Are Good, FansWill Tell Their Friends
0.31 0.34
0.50 0.450.67
0.92
1.761.53
Amazon Best Buy Target Walmart
Week Ending Oct. 19 Week Ending Nov. 30
Source: comScore Social Essentials, U.S.,October and November 2011
2011 Holiday Retail Promotion AnalysisRatio of Friends of Fans Reached to Fans Reached forLeading U.S. Retailers
Lift from
Promotions
2.2x2.7x
3.5x3.4x
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14 comScore, Inc. Proprietary.
Friends of Fans Tend to Behave Like Fans(Birds of a Feather)
27%
8% 9%
14%
36%
13% 12%
22%
64%
18%12%
21%
Amazon Best Buy Target Walmart
Total Internet Friend ofFan Fan
Source: comScore Social Essentials, U.S.,November 2011
2011 Holiday Retail Promotion Impact Analysis: Week Ending Nov. 30Percentage ofBrand-Exposed Fans & Friends of Fans Who Visited RetailerWebsite
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15 comScore, Inc. Proprietary.
In Retail, Social Promise is Delivering
9.07.3
4.1 4.6
14.5
9.6
6.65.1
Amazon Walmart Best Buy Target
Black Friday 2010 Black Friday 2011
Source: comScore Social Essentials, U.S., November 2011
Black Friday: Web Traffic Analysis forLeading RetailersUnique Visitors (MM) on Black Friday 2011 vs. Black Friday 2010
61%
32%
61%11%
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So remember,to optimize
social media
1. know your fans2. know their friends
3. right creative message4. analyze, optimize,
monetize
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ThankYou!
Questions? Contact
Follow our presenters on Twitter:@Linda_Abraham | @lazerow