howsocialmediainfluencesconsumerbehavior-120126232121-phpapp02

7/29/2019 howsocialmediainfluencesconsumerbehavior-120126232121-phpapp02

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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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Lexus Uses Facebook To Raise Money For Charity


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Walmart Provides Gift Recommendations From Friends


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Best Buy And Leading Retailers Made Effective Use Of Facebook ToPromote TheirBlack Friday Doorbusters


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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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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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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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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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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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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

[email protected]

[email protected]

Follow our presenters on Twitter:@Linda_Abraham | @lazerow

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