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Power of like_webinar ComScore

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Power of like_webinar ComScore

  1. 1. The Power of Like How CPG Brands Can Quantify the Value and Impact of their Social Marketing Programs Andrew Lipsman, VP, Industry Analysis & Marketing Neal Niemiec, Director, CPG Marketing Solutions
  2. 2. 3 Things We‟ll Discuss Today Why now is a great time for CPG brands to use social marketing How to apply the Paid/Owned/Earned Media framework to Facebook marketing How to quantify Facebook marketing efforts and maximize impact and ROI
  3. 3. comScore is a Global Leader in Measuring the Digital World NASDAQ SCOR Clients 2,000+ Worldwide Employees 1,000+ Headquarters Reston, Virginia, USA Measurement from 172 Countries; Global Coverage 44 Markets Reported Local Presence 32 Locations in 23 Countries 1 Trillion Events Captured Monthly; 40% more Big Data than the monthly page views of the internet
  4. 4. 4 comScore Social Essentials™ complements Facebook Insights, providing competitive intelligence, behavioral profiling, and behavioral lift measurement SOCIAL ESSENTIALS™ PAGE INSIGHTS Competitive Audience Insights & Reach & Frequency Social Lift for All for Own Brand Brands © comScore, Inc. Proprietary. 4
  5. 5. Nearly 1 in 6 minutes online is spent on social networks Social Networking Facebook 008 Jul-2009 Jul-2010 Jul-2011 Source: comScore Media Metrix, July 2008 - April 2012
  6. 6. 6 The Rise of the Visual Web
  7. 7. 7 Pinterest and Instagram among the fastest growing sites in the past year U.S. Unique Visitor (000) Trend Pinterest 30,000 Instagram 25,000 20,000 +12x Y/Y 15,000 10,000 5,000 0 y-2011 Aug-2011 Nov-2011 Feb-2012 May-2012 Aug-2012 +6x Y/Y Source: comScore Media Metrix, U.S., May 2011 – September 2012
  8. 8. There has NEVER been a better time to engage in social media marketing… … but given the channel‟s importance, how can brands begin to quantify its value and optimize their efforts?
  9. 9. 9 Effective social marketing begins with understanding and quantifying the synergies between paid, owned and earned media
  10. 10. Paid Media
  11. 11. 11 Facebook is Yahoo! Google Microsoft 12% 4% 4% AOL by far the 3% largest Facebook 26% publisher Other 51% of online display ad impressions Publisher Share of Display Ad Impressions Source: comScore Ad Metrix, U.S., March 2012
  12. 12. 12 Despite Social Networking‟s leadership in the display ad market, it does not attract its fair share of online ad dollars 27% Display Ad Impressions 17% Page Views 16% Time Spent Online 14% Display Ad Estimated Spending Social Networking Share of Key Metrics Source: comScore Ad Metrix and Media Metrix, U.S., March 2012
  13. 13. 1 out of 13 display ads are socially-enabled. Among CPG advertisers, 1 out of 8 display ads are socially-enabled. Socially- enabled Socially- 7% enabled 12% All Other 88% All Other 93% Display Ad Impressions CPG Advertisers Display Ad Impressions Total Internet Source: comScore Ad Metrix Social, U.S., August 2012
  14. 14. Owned Media
  15. 15. Top CPG Facebook Brands by Likes Brand Likes (MM) Brand Likes (MM) Coca-Cola 53.9 Starburst 11.5 Red Bull 32.9 Sprite 10.7 Starbucks Starbucks 32.6 10.2 Coffee Frappuccino Oreo 30.0 Reese‟s 10.0 Skittles 23.7 Heineken 9.6 Pringles 20.8 Kit Kat 9.5 Monster Energy 19.5 Pepsi 9.1 Ferrero Rocher 16.6 Guarana Antarctica 8.9 Nutella 16.4 Skol 8.3 Dr. Pepper 13.2 Dunkin Donuts 7.8 Source: Facebook, as reported on FanPageList.com, November 2012
  16. 16. 16 Yesterday‟s Brand.com website is today‟s Facebook brand page Skittles FB fan page had 14x more visitors than Skittles.com Skittles FB earned media impressions were nearly 150x greater than visits to fan page
  17. 17. 17 The Facebook Newsfeed represents the greatest opportunity for brand visibility Share of Time Spent on Facebook Profile Pages 12% All Other 16% Apps/Tools 14% Newsfeed 40% Photos 18%
  18. 18. Brand pages are springboards to success, but the majority of brand impressions occur on the Newsfeed – not the brand page Ratio of Earned Social Media Impressions Among Fans & Friends of Fans to Brand Page Visits 294:1 145:1 113:1 51:1 Skittles Pepsi Dr Pepper Oreo Source: comScore Social Essentials, U.S., October 2011
  19. 19. Earned Media
  20. 20. You have fans, Fan and they have friends Fan Brands have the Your opportunity to reach Brand Fan both audiences… at zero media cost
  21. 21. Brands control three basic levers that determine social media marketing success Many brands don‟t consider these intermediary steps Brand Fans “Talk News Feed Goal: Messages Get About” Content Max Reach Fans Fans News Feed Spreads to Reach, in News Content Friends ROI Feed 1. Fan Reach 2. Engagement 3. Amplification
  22. 22. 22 QUANTIFYING AMPLIFICATION Top Facebook brands reach 0.5-2.0 Friends for every Fan reached with earned media Fans & Friends of Fans' Earned Impressions and Amplification Ratios for Selected Leading Facebook Brands 70 2.5 Exposed Social Impressions (MM) 60 Amplification Ratio 2.0 50 40 1.5 30 1.0 20 0.5 10 0 - Exposed Fan Impressions Exposed Friend of Fan Impressions Amplification Ratio Source: comScore Social Essentials, U.S., March 2012
  23. 23. 23 QUANTIFYING THE VALUE OF EARNED MEDIA Earned impressions outpace paid impressions for some brands Paid Media vs. Earned Media Analysis Social Media Impressions (MM) vs. Display Ad Impressions (MM) for Selected Brands 32.2 29.4 26.6 15.9 6.8 0.2 Monster Energy Oreo Dr Pepper Social Media Impressions (MM) Display Ad Impressions (MM) Source: comScore Social Essentials, U.S., July 2012
  24. 24. 24 QUANTIFYING THE VALUE OF EARNED MEDIA How much is all this earned media worth? Oreo: Paid Media vs. Earned Media Analysis Monthly Social Media Impressions (MM) vs. Display Ad Impressions (MM) 29.4 Estimated Annualized Value of Earned Impressions based on $3 CPM = 6.8 $1.1 Million Oreo Earned Impressions (MM) Paid Impressions (MM) Source: comScore Social Essentials, U.S., July 2012
  25. 25. 25 HEAVY BUYER ANALYSIS A significant percentage of Fans and Friends are also moderate and light purchasers Distribution of Soft Drink Purchase Intensity Among Pepsi, Dr. Pepper, and Coca-Cola Purchasers Total Internet 24% 26% 50% Soft Drink Purchase Intensity Purchasers Purchasers Purchasers Coca-Cola Exposed Coca-Cola Fans 38% 33% 29% Classic Exposed Coca-Cola Friends of Fans 33% 34% 33% Dr. Pepper Exposed Dr. Pepper Fans 46% 30% 24% Exposed Dr. Pepper Friends of Fans 46% 35% 19% Exposed Pepsi Fans 43% 27% 31% Pepsi Exposed Pepsi Friends of Fans 37% 36% 27% 0% 20% 40% 60% 80% 100% Heavy Medium Light Source: comScore Custom Analytics, March 2012
  26. 26. Quantifying Effectiveness
  27. 27. 27 Power of Like 2: Key Findings AMPLIFICATION Brands can meaningfully extend Facebook reach through amplification to Friends of Fans and help drive sales EARNED MEDIA LIFT The causal effects of earned media exposure can be isolated, and show lifts in purchase behavior PAID MEDIA LIFT Facebook advertising also shows evidence of driving lifts in purchase behavior Download full white paper at: www.comscore.com/like2
  28. 28. 28 EARNED MEDIA LIFT Starbucks earned media impressions drove significant lifts in in-store purchase Starbucks Fans & Friends of Fans In-Store Purchase Behavior: % of Exposed Group vs. Control Group Purchasing Starbucks Weeks 1-4 Following Earned Media Exposure Nominal Lift in Purchase Incidence % Reach of Exposed and Control 2.40% 2.12% 1.60 1.80% 1.40 2.00% +38% 1.20 1.54% 1.60% 1.36% 1.30% 1.00 Groups 1.20% 0.83% 1.00% 0.80 0.58 0.66% 0.50 0.60 0.80% 0.36 0.40 0.40% 0.17 0.20 0.00% 0.00 Week 1 Weeks 1-2 Weeks 1-3 Weeks 1-4 Nominal Lift Test Group Control Group Source: comScore Social Lift, U.S., February-March 2012
  29. 29. 29 PAID MEDIA LIFT Facebook paid ad campaigns can drive positive lifts in purchase behavior Retailer Premium Facebook Ad Lift % of Exposed Group Purchasing Online and In-Store Weeks 1-4 Following Paid Media Exposure 1.60% 1.47% +16% 1.18% 1.20% 1.27% 0.84% 1.00% 0.80% 0.46% 0.69% 0.61% +56% 0.40% 0.49% 0.37% 0.38% 0.39% 0.32% 0.19% 0.20% 0.00% 0.11% Week 1 Weeks 1-2 Weeks 1-3 Weeks 1-4 Online - Test Online - Control In-Store - Test In-Store - Control Source: comScore AdEffx Action Lift, U.S., September-December 2011
  30. 30. 30 WHAT’S NEXT? PAID MEDIA AMPLIFICATION Facebook paid ads can help reach a qualified audience at scale U.S. Audience (MM) Reached • In cases studied, paid ads amplified reach by by Paid, Earned & Both 4-6x earned media 120 4.9x alone 100 5.2x • In each case, audience 80 reached via paid had significantly higher 60 5.6x brand purchase and/or 40 engagement 20 • Conclusion: paid media 0 can help reach qualified audience at Retailer Mobile Mfr Financial scale Earned Only Both Paid + Earned Paid Only Source: Facebook-comScore Paid Reach Research, June 2012
  31. 31. Putting it all together: Paid, Owned, Earned
  32. 32. What Social Marketing Success Looks Like: A Virtuous Cycle PAID OWNED Quantify & Optimize EARNED Source: comScore Media Metrix, August 2012
  33. 33. 33 5 Things to Remember to Achieve Social Marketing Success Stop just collecting Fans: use them as a leverage point to achieve marketing objectives Reach Fans effectively: get them to engage and amplify your messages Know who you’re reaching & how often: tie these metrics back to your broader marketing strategies Quantify value of earned media: compare earned to paid ads & put a $ value on exposures; measure „social lift‟ Cultivate the ‘virtuous cycle’: Paid, Earned & Owned Media are intertwined and combine to help brands maximize impact
  34. 34. The Power of Like How CPG Brands Can Quantify the Value and Impact of their Social Marketing Programs For questions, contact learnmore@comscore.com Connect with @comScore on Facebook, Twitter, and LinkedIn

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