SlideShare ist ein Scribd-Unternehmen logo
1 von 21
The Power of Like2
How Social Marketing Works




ANDREW LIPSMAN VP, Marketing, comScore
GRAHAM MUDD Head of Measurement Partnerships, Facebook
Carmela Aquino Senior Marketing Manager, comScore
Patrick Kemp Senior Data Analyst, comScore
Executive Summary
The following white paper is the second in the U.S. Power of Like
series, a research collaboration between comScore and Facebook
to deliver unique insights on the impact of social media marketing.
The research, which primarily leverages data and analysis from
comScore Social Essentials™, comScore AdEffx™ and Facebook’s
internal analytics platform, focuses on the impact of branded earned
and paid media exposure on the behavior of Facebook Fans and
Friends of Fans. The summary below establishes the key findings
and implications of this research.

•	 Brands can maximize the impact of their      •	 Facebook represents a unique marketing
   social marketing programs on Facebook           channel that enables Paid, Earned and
   by leveraging a framework that helps            Owned Media to be leveraged to create
   them move beyond Fan acquisition to             a virtuous cycle of brand impact. Brands
   delivering reach, impact, and measurable        use display ads and other paid media
   marketing ROI. Using the Brand Page             (Paid) to attract Fans to the Brand Page
   as a control panel for creating social          (Owned), which serves as a platform for
   marketing programs, brands should focus         marketing communications that reach
   on benchmarking and optimizing on the           Fans and Friends of Fans (Earned) in the
   following dimensions to deliver against         News Feed and other sections of the
   their broader marketing objectives:             website. These communications can then
                                                   be supplemented through paid display
  •	Fan Reach Exposure in the
                                                   campaigns, such as Sponsored Stories
    News Feed
                                                   and Promoted Page Posts, to maximize
  •	Engagement Fans interacting with               reach and brand resonance (Paid).
    Brand Page marketing content
                                                •	 Concentrated social media campaigns,
  •	Amplification Expanding reach by               such as those performed during important
    promoting content to Friends of Fans           marketing promotions, can significantly
    through both earned and paid means             amplify the reach of earned media
•	 Most leading brands on Facebook                 exposure. Such amplification may drive
   achieve a monthly earned Amplification          increased awareness and consideration
   Ratio of between 0.5 and 2.0, meaning           that is manifested through higher brand
   that they extend the reach of their earned      purchase behavior among exposed Fans
   media exposure of Fans to Friends of            and Friends of Fans.
   Fans by 50-200%. These ratios can be
   increased to improve brand reach by
   focusing on tactics to optimize Fan Reach
   and Engagement and by supplementing
   with paid advertising strategies.




                                                                                              2
Executive Summary (continued)
                            •	 The causal effects of earned media              Collectively, this research focuses on
                               exposure on Facebook Fans and Friends           how social marketing works and enables
                               of Fans can be isolated using a test            brands to understand useful frameworks for
                               vs. control methodology. In the case of         quantifying their social marketing efforts and
                               Starbucks, exposed Fans and Friends             evaluating its impact. The data and analysis
                               of Fans showed statistically significant        included in this paper will demonstrate how
                               lifts in in-store purchase incidence for        social marketing programs can be optimized
                               each of the four weeks following earned         to deliver against marketing objectives
                               media exposure.                                 within the context of a brand’s broader
                                                                               marketing mix.
                            •	 The increasing cumulative lift in purchase
                               behavior among exposed Starbucks Fans
                               and Friends of Fans provides strong
                               evidence of a latent branding impact of
                               earned media exposure. This same latent
                               effect was observed in the lift in purchase
                               incidence among exposed Fans and
                               Friends of Fans of retailer Target.
                            •	 Exposure to Facebook Premium Ads also
                               drove statistically significant lifts in both
                               online and in-store purchase incidence
                               for a major retailer over a four-week
                               post-exposure period. This research
                               highlights the importance of using
                               view-through display ad effectiveness in
                               a medium where click-through rates are
                               known to be lower than average for
                               many campaigns.




FOR FURTHER INFORMATION,
         PLEASE CONTACT:

         Andrew Lipsman
           comScore, Inc.
         +1 312 775 6510
     press@comscore.com



          Carmela Aquino
                            Stay Connected
           comScore, Inc.
        +1 703 438 2024
     press@comscore.com                              Follow @comscore




                                                                                                                                3
Introduction & Background
comScore and Facebook partnered to publish the first paper in this series The Power
of Like: How Brands Reach and Influence Fans Through Social Media Marketing in
July 2011, with the paper later republished in its entirety in the March 2012 issue of the
Journal of Advertising Research. The first paper, which established many of the initial
frameworks for quantifying large brands social marketing programs on Facebook, offers
an entry-point for discussion of social marketing at scale and can be accessed at the
following link: www.comscore.com/like

The findings from the first paper, while providing the groundwork for discussion
on this paper, will not be examined in greater detail beyond the following summary
of key findings:

•	 Social media channels, most notably Facebook, represent a significant and growing
   opportunity to reach brand Fans – and their Friends – with branded content that may
   take the form of both paid and earned media impressions.

•	 Despite many brands’ current focus on simply accumulating Fans – and using their
   Fan count as a primary measure of success – the research demonstrated how
   attracting Fans represent only the initial springboard to reaching Fans and Friends of
   Fans with paid and earned media impressions.

•	 While the messaging and tactics used in earned social media campaigns should
   typically be different than those employed in a traditional ad campaign, the reach of
   earned media can be quantified using familiar metrics such as reach and frequency,
   and analyzed according to the demographics and behaviors of the audiences
   reached by these impressions.

•	 Once brands understand who they are reaching and how often, they can begin to
   assess the value of their Fans and Friends of Fans. In some cases, they can even
   quantify the ROI of their social media investment by evaluating behaviors of those
   exposed to brand impressions, such as online engagement or purchase behavior.

•	 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 and realize significant untapped
   benefits by reaching Friends of Fans.

In the time since the paper’s original publication, a variety of additional analyses have
been conducted to help gain a deeper understanding of how social marketing works.
This research paper will highlight some of our most interesting findings over the past
year along with innovative new research into how earned social media exposure and
paid media exposure drive consumer behavior.




                                                                                             4
Social Media as a Marketing Channel
                   Brand Pages as the New Brand.com Websites
  Brand Pages
                   Facebook’s emergence as a marketing channel has largely centered on the evolution
  now routinely    of Brand Pages and their role as a control panel for brands as they establish a direct
  outpace their    communication channel with their Fans and customers. In the earlier days of the
 corresponding     Internet there was a substantial emphasis on developing brand websites, and while
                   these websites still retain their importance (particularly for verticals that focus on
brand websites     transactions or lead capture) this touchpoint has increasingly been shifting to the
     in terms of   social media channel.
       audience.   Consider a brand like Skittles. The Skittles brand website (www.skittles.com)
                   attracted 23,000 U.S. unique visitors in March 2012, while the Skittles Brand Page
                   on Facebook (www.facebook.com/skittles) attracted 320,000 visitors – 14 times
                   as many as Skittles.com.




                   Brand Pages now routinely outpace their corresponding brand websites in terms of
                   audience. Even still, Brand Pages have not traditionally served as the primary means of
                   brand engagement on Facebook. Because users spend the highest percentage of their
                   time on the News Feed (40 percent), that ends up being the primary channel for brand
                   exposure. So while some Fans certainly do visit the Brand Page, the number of brand
                   exposures occurring via the News Feed is many multiples higher.




                                                                                                             5
Socially-Enabled Ads Used for Fan Acquisition
   In March 2012,
                       Most of the brands with an active Facebook presence have focused early efforts on
      15.2 percent     accumulating Facebook Fans, recognizing that there is a long term value associated
         of all U.S.   with being able to continuously communicate with and market to these brand followers.
       display ads     With Fan acquisition as their objective, many brands have been working with agencies
                       on Cost-Per-Like (CPL) campaigns to attract as many Fans as possible. This focus
  across the web       has led many brands to wonder “What’s a Fan worth?” so that they might be able to
    were socially-     quantify the expected ROI of a CPL campaign.
      enabled, up      Display advertising is one of the most prevalent ways of attracting Fans, with many
from 8.2 percent       campaigns today featuring social calls-to-action such as “Become a Fan” or “Like Us
     in November       on Facebook.” These “socially-enabled” ads can help build an awareness of the brand’s
                       presence on Facebook and deliver more brand Fans. Just how prevalent have these
              2011.
                       socially-enabled ads become? In March 2012, 15.2 percent of all U.S. display ads
                       across the web were socially-enabled, up from 8.2 percent in November 2011.
                       Certain industries have shown a substantially higher likelihood of deploying these
                       ads, such as CPG – Food & Grocery (40.9 percent) and Movies (26.9 percent).

                       This significant and growing emphasis on Fan acquisition suggests that brands
                       understand the long term value calculation and are focused on winning Fans in this
                       highly competitive environment for customers’ attention and loyalty. But with their Fan
                       rosters growing well into the millions, many brands are beginning to wonder what their
                       next focus should be to maximize the value of their investment in Fan acquisition.




                                                                                                                 6
How Social Marketing Works
                     Fan Reach, Engagement and Amplification
       Given that
                     While the vast majority of large brands today have an active social media presence,
    a brand has      there continues to be an over-reliance on simple counting of Facebook Fans as a
       acquired a    key performance metric. Given that a brand has acquired a certain number of Fans,
 certain number      its goal should be to deliver maximum reach, achieve brand resonance, and hopefully
                     influence consumers to purchase or engage with the brand. To achieve these
      of Fans, its   objectives, brands must begin with a framework for understanding how its brand
     goal should     message is delivered at scale. The three dynamics will we examine are: Fan Reach,
    be to deliver    Engagement and Amplification.
maximum reach,
  achieve brand                                     Many brands don’t consider
                                                     these intermediary steps
      resonance,
  and hopefully
        influence
  consumers to                               Brand           Fans “Talk
                                                                                 News Feed
                                                                               Content Spreads    Goal: Reach,
    purchase or       Get Fans
                                           Messages
                                          Reach Fans
                                                              About”
                                                             News Feed
                                                                                 to Friends;
                                                                                 Content and
                                                                                                     Brand
                                                                                                   Resonance,
engage with the                          in News Feed         Content
                                                                                 Stories Are
                                                                               Boosted by Ads
                                                                                                  Marketing ROI

            brand.


                              1. Fan Reach              2. Engagement 3. Amplification

                     Fan Reach
                     For brands to resonate on Facebook, the first step is literally to be seen. While brands
                     have the opportunity to communicate directly with their Fans through the News Feed,
                     not every brand message delivered results in an exposure to a Fan. Facebook uses
                     an algorithm to help optimize the messages users see in their News Feed, and while
                     the exact algorithm is not public information, it is clear that relevance plays a role in
                     message visibility. So brands in which consumers engage more regularly, whether
                     through a comment, share, like, or check-in, have a greater likelihood of being seen
                     on the News Feed, otherwise known as Fan Reach (or “cut-through”).

                     In addition to optimizing with a focus on delivering relevant earned messages to
                     Fans, brands can also extend their reach on Facebook using Facebook’s ad platform.
                     For example, a Page Post can be promoted to ensure it reaches a far larger percentage
                     of a brand’s fan base than would be reached organically.




                                                                                                                  7
Engagement
          Even
                  Engagement with brand messages – such as a like, share, post, check-in, etc.
apparently low    – has recently become a hot topic of discussion in the social marketing arena.
  engagement      A recent study1 demonstrated that only a small percentage (typically around 1 percent
 rates may be     of Fans) actually engage with a given brand message. The research concluded that due
                  to the low engagement rate, brands should perhaps not look to Facebook as a primary
more valuable     marketing channel.
     than one
                  However, this research conclusion overlooks a few critical aspects of why even
   might think.   apparently low engagement rates may be more valuable than one might think. Consider,
                  for the sake of comparison, display ad engagement (i.e. click-through) rates. According
                  to DoubleClick, click-through rates on display ads most recently stand at approximately
                  0.1 percent.2 When examined through that lens, a social marketing engagement rate of
                  1 percent is greater by a factor of 10.

                  If any value at all is placed on the display ad click-through, then perhaps
                  more credit should be given to a social engagement rate of 1 percent. But
                  this argument still ignores the full effect of social engagement, which is that
                  such actions – however low in incidence – provide a means of significantly
                  expanding the reach of a particular message throughout the user’s network.
                  This phenomenon is referred to as amplification.




                  http://adage.com/article/digital/study-1-facebook-fans-engage-brands/232351/
                  1

                  http://www.google.com/adwords/watchthisspace/benchmarks-and-insights/insights/click-through-rates/
                  2




                                                                                                                       8
Amplification
      Brands are
                        Amplification is perhaps the most important, and least understood, element of achieving
    often able to       brand reach and resonance on Facebook. The idea behind amplification is that Fans
      double the        who are reached with brand messages can also serve as a conduit for brand exposure
   reach of their       to Friends within their respective social networks. Because the average Facebook Fan
                        has hundreds of Friends, each person has the ability to potentially reach dozens of
     Page Posts         Friends with earned impressions through their engagement with brand messages.
through Friends         Due to factors like Fan Reach, the average brand message from the Top 1,000
         of Fans.       brands on Facebook is able to deliver an actual amplification of 81x if their efforts are
                        maximized. In practice, while organic virality at times falls short of this ideal scenario,
                        brands are often able to double the reach of their Page Posts through Friends of Fans.
                        To help brands maximize the effect engagement can have on reach Facebook offers
                        Sponsored Stories, a means for promoting brand engagement to users’ Friends.

                        One way to quantify how brands are performing in terms of brand amplification is with
                        the Amplification Ratio, a metric that divides the number of Friends of Fans reached by
                        the number of Fans reached with earned media, or the number of impressions reaching
                        each of these segments. An analysis of the top Facebook brands was conducted to
                        determine their respective Amplification Ratios as a way of establishing some basic
                        benchmarks around how top brands perform on this dimension. The top ten corporate
                        brands3 had an average Amplification Ratio average of 1.05 (Range: 0.42 to 2.18).
                        The top 100 brands (excluding Celebrities & Entertainment) had an average
                        Amplification Ratio of 0.84 (Range: 0.06 to 2.87).


                        Figure 1 Fans & Friends of Fans’ Earned Impressions and Amplification Ratios for Selected Leading
                        Facebook Brands
                        Source: comScore Social Essentials, U.S., March 2012


                                              70                                                                  2.5
                    Social Impressions (MM)




                                              60
                                                                                                                  2.0



                                                                                                                        Amplification Ratio
                                              50

                                              40                                                                  1.5

                                              30                                                                  1.0
                                              20
                                                                                                                  0.5
                                              10

                                               0




                                                   Fan Impressions    friend of Fan Impressions
                                                                Amplification Ratio

                        3
                             http://adage.com/article/digital/study-1-facebook-fans-engage-brands/232351/




                                                                                                                                              9
How Social Marketing Works: Holiday Retail Case Study
       The 2011
                     While the link between Fan and Friend brand engagement strengthens with each
 holiday season      empirical analysis of brands across categories, there remains a need to understand
   presented an      how exposure might actually drive behavior rather than simply being correlated with it.
  opportunity to     The 2011 holiday season presented an opportunity to further evaluate how social
further evaluate     marketing works to drive quantifiable sales results for retailers. The analysis examined
      how social     the social media presence of four leading retailers – Amazon, Best Buy, Target and
                     Walmart – to determine how their social assets were leveraged to engage, and
      marketing      hopefully influence, customers during the all-important holiday season.
  works to drive
                     Most of these retailers were highly active with their social marketing programs on
     quantifiable    Facebook, in some cases soliciting customers and potential customers to become a
sales results for    Fan in order to get a sneak peak at their Black Friday “door-buster” deals. This creative
        retailers.   tactic not only enabled the retailers to significantly expand their Fan bases, but it also
                     had the ability to generate significant amplification of brand exposure as Friends of
                     Fans were alerted to their Friends’ newfound brand associations.

                     In order to quantify the effect of this amplification effect, the amplification ratios for the
                     holiday season’s heaviest promotional week covering Black Friday and Cyber Monday
                     (week ending November 30, 2011) were compared to a typical week in October
                     serving as a baseline (week ending October 19, 2011). The baseline amplification
                     ratios for each of the four brands in the baseline period ranged from 0.31 to 0.50, but
                     during the holiday promotional period these ratios jumped significantly, ranging from
                     0.67 to 1.76. In each brand’s case, the ratios grew by a factor of at least 2.2x from the
                     baseline period, suggesting that the concentrated promotional period extended the
                     reach to Friends of Fans and generated brand awareness during a seminal time in
                     most consumers’ purchase consideration process for the holiday season.




                                                                                                                      10
Figure 2 201 Holiday Retail Promotion Analysis
                                    1
   Amazon Fans         Amplification Ratios: Friends of Fans Reached to Fans Reached
spent more than        Source: comScore Social Essentials, U.S., October-November 2011

  twice as much
                                          2.00
   at Amazon as                                                                                         1.76
                                          1.80
     the average
                                          1.60                                                                           1.53
   Internet user.
                    Amplification Ratio



                                          1.40

                                          1.20

                                          1.00                                  0.92
                                          0.80
                                                               0.67
                                          0.60                                            0.50
                                                                                                               0.45
                                          0.40   0.31                 0.34

                                          0.20          2.2x                 2.7x                3.5x                 3.4x
                                          0.00
                                                  amazon               best buy             target              walmart

                                                           Week Ending Oct. 19         Week Ending Nov. 30


                       This illustration highlights the viral impact of earned exposure and how social
                       marketing tactics can be effectively deployed during important time periods for
                       particular brands. One can imagine the many analogous scenarios in which brand
                       marketers might want to employ similar tactics during their most important seasons:
                       film production companies during the kick-off to the summer movie season, broadcast
                       networks in the lead-up to the new fall TV season, retailers during the back-to-school
                       shopping season, or CPG companies for big holiday weekends such as Memorial Day,
                       Labor Day and Thanksgiving.

                       While this retail example highlights the virality of promotions driving quantifiable lift in
                       earned media brand amplification, it does not immediately provide an indicator of the
                       impact this additional exposure might have on purchase behavior. The next phase of
                       this analysis examines both the online and offline purchase patterns of the exposed Fan
                       and Friend of Fan segments compared to the Total Internet baseline for the full holiday
                       season period of November and December 2011. The results showed significantly
                       higher rates of purchase among Fans. Amazon Fans spent more than twice as much at
                       Amazon as the average Internet user (spending index = 209) while exposed Friends
                       of Fans spent 8 percent more, suggesting strong brand affinity but not as strong a
                       persuasion effect – which may in part reflect Amazon’s less active promotional strategy
                       compared to other retail brands (due to not having in-store sales events). For the
                       three multichannel brands – Best Buy, Target and Walmart – similarly strong spending
                       indices were evident among Fans, but the brands also had stronger spending indices
                       among Friends of Fans, perhaps reflecting their strong promotional efforts. Best Buy
                       had a particularly strong Friend of Fan spending index of 204.




                                                                                                                                11
Figure 3 Fans & Friends of Fans: Spending Index for Leading Retail Brands
  Online & In-Store Purchase Behavior
  Source: comScore Social Essentials, U.S., November-December 2011


                 300

                 250                  231
                       209                     204           197
                 200
spending index




                                                                              160
                                                                      151
                 150
                             108                                                    116
                 100

                 50

                   0
                        amazon         best buy                 target        walmart
                                     FAns       friends of fans

                        Index of 100 = Segment spent as much, on average,
                                    as the general population


  This empirical evidence that exposed Fans and Friends of Fans have higher spending
  behavior – across both online and in-store channels – strongly supports the importance
  of reaching these buyer segments. They are substantially more valuable consumers
  in terms of actual purchase behavior whether or not earned media exposure actually
  influenced their purchase decisions.

  While this research adds weight to the importance of social media, it also brings
  an important questions to the forefront – are the elevated spend levels among Fans
  and Friends of Fans the result of the messaging or a pre-disposition among these
  segments? Put another way, if relying solely on this data, the age-old “correlation
  or causation” question would be left very much unanswered.




                                                                                           12
How Earned Media Exposure Drives Behavior
Calculating Social Marketing Lift & ROI
Many brand marketers today do not feel well-equipped to effectively measure social
marketing ROI. According to Chief Marketer’s 2011 Social Marketing Survey, by far
the most mentioned metric for measuring social media success was the number of
people linking as Fans, Followers or “Likes,” at 60 percent of respondents, while 25
percent indicated incremental sales attributable to social media was a method used to
measure success.4 In other words, they are more likely to use metrics that are simple
and readily available rather than metrics that quantify performance against their actual
marketing goals.

The following research aims to close this current gap in understanding by
demonstrating the incremental purchase behavior that can be attributed to branded
social media exposure – from both organic and paid brand activity. Several brands were
analyzed in terms of how consumers’ exposure to paid and earned media drove lifts in
purchase behavior.

Framework for Measuring Lift from Earned Media Exposure
To better understand the behavioral impact, methods were needed to isolate the
causal effects of earned and paid social media exposure on consumer behavior.
The initial analytical approach used was to apply the concepts of online ad
effectiveness measurement using a traditional test vs. control-based methodology.

Matching the test and control groups in these scenarios is especially important. When
pure experimental design is not possible or practical in ad effectiveness measurement,
employing pseudo- or matched-control using a range of demographic and behavioral
variables is typically sufficient. For the subsequent analyses, however, the number
of variables on which matching was conducted was expanded to include not only
demographic variables but also Facebook.com engagement, as well as pre-exposure
engagement and spending with the measured brand.

Starbucks Example: Earned Media Exposure Effect on In-Store Purchasing
Using the test vs. control methodology, the in-store purchase behavior of exposed Fans
and Friends were compared to the control group for each of the 4 weeks subsequent
to exposure. The results illustrated in the chart below show the increase in purchase
incidence among the exposed group as compared to the control group and were
statistically significant at a 90-percent confidence level for each of the four time periods
analyzed. The test and control groups had nearly identical rates of purchase incidence
in the 4-week pre-exposure period.

The test results show that by the conclusion of the fourth week after exposure, the
test group had a purchase incidence of 2.12 percent, 0.58 percentage points higher
than the 1.54 percent incidence in the control group. Also significant is the fact that
the nominal lift in purchase incidence increased in each week following exposure,
highlighting the latent effects of exposure in driving purchase behavior.

http://chiefmarketer.com/site-files/chiefmarketer.com/files/archive/chiefmarketer.com/images/2011SocialMarketingSurvey.pdf
4




                                                                                                                             13
Figure 4 Starbucks Fans & Friends of Fans In-Store Purchase Behavior:
       % of Exposed Group vs. Control Group Purchasing Starbucks
       Weeks 1-4 Following Earned Media Exposure
       Source: comScore Social Lift, U.S., February-March 2012


% Reach of Exposed and Control Groups   2.40%                                                             1.60
                                                                                              2.12%




                                                                                                                 Nominal Lift in Purchase Incidence
                                                                                                          1.40
                                        2.00%
                                                                             1.80%
                                                                                                          1.20
                                        1.60%                                                1.54%
                                                                1.36%                                     1.00
                                                                            1.30%
                                        1.20%                                                             0.80
                                                                1.00%
                                                                                                  0.58
                                                0.83%                              0.50                   0.60
                                        0.80%
                                                0.66%               0.36                                  0.40
                                        0.40%       0.17
                                                                                                          0.20
                                        0.00%                                                             0.00
                                                  week1          week1-2         week1-3       week1-4


                                                 nominal lift       test group            control group




       Another way to interpret these results is to say that within 4 weeks of exposure,
       there was a 38 percent lift in purchase incidence among the exposed group
       (2.12 divided by 1.54). With the potential for earned media exposure to drive such
       valuable lifts in the desired consumer behaviors – most notably in-store purchase –
       clearly brands can realize measurable social marketing ROI by evaluating the social
       lift of these impressions.




                                                                                                                                                      14
Target Example: Earned Media Exposure Effect on In-Store
and Online Purchasing
A methodology similar to that employed in the above Starbucks example was used to
investigate the impact of earned media exposure on online and in-store purchasing at
Target, with the results showing a similar lift in purchasing among both Fans and Friends
of Fans. Compared to the control group, Fans of Target were 19 percent more likely
to purchase at Target in the four weeks following exposure to earned messages (99
percent confidence level). To an even greater degree, Friends of Fans were also more
likely to buy at Target with a lift of 27 percent compared to the control group.
As in the previous example, the methodology ensured that the test and control groups
had nearly identical levels of purchasing in the four weeks prior to exposure.



Figure 5 Target Fans & Friends Of Fans: Lift In Online/Offline Buyer Penetration
Four Weeks Following Earned Media Exposure
Source: comScore Social Lift, U.S., February-March 2012



4.5%
                           4.0%                                                             3.9%
4.0%                                                         3.8%
3.5%         3.3%                                                            3.3%
                                               3.0%
3.0%
2.5%
2.0%
                    +19%                              +27%                           +21%
1.5%
1.0%
0.5%
0.0%
                    fans                   friends of friends                      combined

                                              control          test




                                                                                                   15
Retail Example: Facebook Premium Ad Exposure Effect on In-Store
and Online Purchasing
These past examples have illustrated earned media can have a significant impact on
exposure, but it is also worth exploring whether or not paid advertising on Facebook can
deliver ROI. Leveraging the AdEffx product suite, comScore has conducted thousands
of attitudinal and behavioral lift studies on paid online ad campaigns on behalf of many
clients (including publishers, advertisers, and agencies), which often show statistically
significant lifts in the measured response. The following example, which examines the
impact of a paid ad campaign running on Facebook, was commissioned by Facebook.

A recent study of a large retailer examined the effects of exposure to Facebook Premium
Ads on in-store and online purchase behavior. This example used test-and-control
matching based on a variety of demographic and online behavioral variables to ensure
comparability between groups. The results showed statistically significant lifts in the
incidence of both online and in-store purchase at a 95-percent confidence level. In
the fourth week following exposure, the incidence of in-store purchase for the brand
was 1.47 percent, representing a 16-percent lift vs. the control group’s 1.27 percent
incidence. While lower in overall incidence, online purchase behavior saw an even
stronger relative lift of 56 percent from 0.39 percent to 0.61 percent incidence.

Figure 6 Retailer Premium Facebook Ad Lift: % of Exposed Group Purchasing Online and In-Store
Weeks 1-4 Following Paid Media Exposure
Source: comScore AdEffx Action Lift, U.S., September-December 2011


1.60%
                                                                                   1.47%
1.40%
                                                              1.18%                1.27%
1.20%

1.00%
                                       0.84%                  1.00%
0.80%

0.60%                                  0.69%                  0.49%                0.61%
            0.46%                      0.38%
0.40%       0.37%                                                                  0.39%
0.20%       0.19%                                             0.32%
            0.11%                       0.20%
0.00%
                week1                week1-2               week1-3           week1-4

                          online - test                online - control
                        in-store - test                in-store - control


These results highlight the ability of Facebook paid ads to drive purchase in the
weeks following exposure. For a medium that is often noted as having below average
display ad click-through rates, the ability to understand effectiveness as a result of
exposure (i.e. view-through effectiveness) and independent of a user clicking on an ad
offers critically important context for understanding marketing effectiveness on social
media channels.



                                                                                                16
The Future of Social Marketing Measurement
The research included in this white paper has aimed to illuminate how social media
marketing works and provide brands with the frameworks to quantify earned media on
Facebook, analyze how it ties to broader marketing objectives and evaluate its impact
and ROI. Despite significant recent advancements in social media measurement,
the collective understanding of this dynamic and emergent marketing channel is still
in its nascent stages. Only through continued experimentation, quantification and
optimization will brands begin to realize the full value of this medium.

Areas for Further Study & Consideration
For the social marketing discipline to continue its evolution and create even greater
value for brands, several avenues of additional research and exploration promise to
improve the understanding of the value of social media and enhance its ability to
produce improved social ROI. The following areas of research represent some of the
more promising possibilities:

Paid + Earned Media Synergy and Optimization
Given their respective weights within the digital marketing mix, brands should seek to
better understand how to optimize the use of paid and earned media. Does exposure
to these different marketing stimuli have a synergistic effect, as has been observed
with other digital media such as search and display? How can brands leverage paid
advertising strategies, such as Facebook’s Sponsored Stories, to surface marketing
messages to a greater number of Friends of Fans to help drive brand engagement and
purchase behavior?

Market Mix Modeling Using the Social GRP
For brands interested in evaluating social media’s relative importance in the marketing
mix, there is an opportunity to adopt the Social GRP as a standard variable in their
marketing mix models. With earned social impressions able to achieve a comparable
scale to paid display advertising, any brand with a notable social presence that ignores
the Social GRP in these models risks overlooking a critical variable in determining
sales performance.

Socially-Targeted Marketing and Advertising Campaigns
The influx of behavioral targeting networks continues to improve the efficiency of ads
reaching advertisers’ desired audiences. While a variety of behavioral variables can
help deliver improved ROI, there is an opportunity to develop models to more efficiently
target audiences with characteristics similar to brand Fans and Friends of Fans. The
ability to model Fans can help brands deliver ad campaigns at scale to those with
the greatest likelihood of having a strong brand affinity. By modeling Friends of Fans,
brands can deliver campaigns against those who may be more easily persuaded to
engage with or purchase the brand.

Each of these proposed areas of research offer to provide new insights for brand
hoping to shed new light on how social marketing works and effectively leverage social
as part of their marketing mix. Brands interested in exploring these and other related
research opportunities, please email us at learnmore@comscore.com.




                                                                                           17
Appendix
Methodology & Definitions
Data Sources
Data in this paper was collected and analyzed using the comScore Social EssentialsTM
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
Most of the analysis in this paper is based on 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 Brand Page wall and
    may also appear in the News Feed 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. Nicole Likes Columbia Sportswear) and become visible
    either on a Friend’s wall or in the News Feed. These stories may appear to Fans
    and Friends of Fans.

3.	 Sponsored Stories These paid impressions are similar to Stories about Friends,
    but they have been actively distributed more broadly and appear to Fans and
    Friends of Fans in the News Feed or in the right-hand column.

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. Nicole Likes
    Columbia Sportswear, appearing at the bottom of the ad unit).




                                                                                             18
Facebook Fan & Friend of Fan Segments
Analysis in this white paper also centers on a few different types of user segments within
Facebook – Fans and Friends of Fans – in relation to the total Internet population. While
other measurement of Facebook Fans often focus on counts of the total number of
accrued Fans, this analysis instead focuses on those people in the particular Facebook
audience segments who are exposed to earned brand impressions within the given
reporting period. The following describes in detail these audience segments:

•	 Fans This user segment is based on users who have affirmatively stated their affinity for
   a particular brand by “liking” that brand and are exposed to earned brand impressions.
   Over a given period, a subset of the total Fan base has actually been exposed to such
   impressions.

•	 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.




                                                                                                19
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 solutions for
                            the measurement of online ads and audiences, media planning,
                            website analytics, advertising effectiveness, copy-testing, social
                            media, search, video, mobile, cross-media, e-commerce, and a
                            broad variety of emerging forms of digital consumer behavior.
                            comScore services, which now include the product suites of recent
                            acquisitions AdXpose, Nedstat, Nexius XPlore, ARSGroup and
                            Certifica, are used by more than 1,800 clients around the world,
                            including global leaders such as AOL, Baidu, BBC, Best Buy,
                            Carat, Deutsche Bank, ESPN, France Telecom, Financial Times, Fox,
                            Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal
                            McCann, Verizon Services Group, ViaMichelin and Yahoo!.

                            For more information, please visit www.comscore.com,
FOR FURTHER INFORMATION,    call 866.276.6972 or email learnmore@comscore.com.
         PLEASE CONTACT:

         Andrew Lipsman
           comScore, Inc.
         +1 312 775 6510
     press@comscore.com



          Carmela Aquino    Stay Connected
           comScore, Inc.
        +1 703 438 2024
     press@comscore.com
                                                  Follow @comscore




                                                                                                    20
The Power of Like 2 (ComScore) -JUN12

Weitere ähnliche Inhalte

Was ist angesagt?

Digital marketing assignment 30.3.2015- final
Digital marketing assignment   30.3.2015- finalDigital marketing assignment   30.3.2015- final
Digital marketing assignment 30.3.2015- finalArun Shiva K
 
An Integrated Marketing Blueprint to Grow Sales & ROI in 2014
An Integrated Marketing Blueprint to Grow Sales & ROI in 2014An Integrated Marketing Blueprint to Grow Sales & ROI in 2014
An Integrated Marketing Blueprint to Grow Sales & ROI in 2014greatdeformity428
 
2010 Interactive Marketing Roadmap - Spur Interactive
2010 Interactive Marketing Roadmap - Spur Interactive2010 Interactive Marketing Roadmap - Spur Interactive
2010 Interactive Marketing Roadmap - Spur InteractiveEncore Media Metrics
 
Why PR Graduates Should Master Social Media Strategy
Why PR Graduates Should Master Social Media StrategyWhy PR Graduates Should Master Social Media Strategy
Why PR Graduates Should Master Social Media StrategySally Falkow
 
Measuring the Impact of Digital Marketing
Measuring the Impact of Digital MarketingMeasuring the Impact of Digital Marketing
Measuring the Impact of Digital MarketingCRM Metrix - MetrixLab
 
#M/PR: Юлія Мусаковська: "The Power of Integrated Marketing Communications"
#M/PR: Юлія Мусаковська: "The Power of Integrated Marketing Communications"#M/PR: Юлія Мусаковська: "The Power of Integrated Marketing Communications"
#M/PR: Юлія Мусаковська: "The Power of Integrated Marketing Communications"Forge Events
 
CMO council survey: Localize to optimize sales channel effectiveness
CMO council survey: Localize to optimize sales channel effectivenessCMO council survey: Localize to optimize sales channel effectiveness
CMO council survey: Localize to optimize sales channel effectivenessBrian Crotty
 
Kontagent: 2013 Mobile sophistication & strategy study May 2013
Kontagent: 2013 Mobile sophistication & strategy study May 2013Kontagent: 2013 Mobile sophistication & strategy study May 2013
Kontagent: 2013 Mobile sophistication & strategy study May 2013Brian Crotty
 
Adoption of Social Media for Marketing and Business Development
Adoption of Social Media for Marketing and Business DevelopmentAdoption of Social Media for Marketing and Business Development
Adoption of Social Media for Marketing and Business DevelopmentSavor Communications
 
Syncapse: Value_of_a_fan_report May 2013
Syncapse: Value_of_a_fan_report May 2013Syncapse: Value_of_a_fan_report May 2013
Syncapse: Value_of_a_fan_report May 2013Brian Crotty
 
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaB2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
 
Oracle Customer Advisory Board Presentation, Napa, February 2014
Oracle Customer Advisory Board Presentation, Napa, February 2014Oracle Customer Advisory Board Presentation, Napa, February 2014
Oracle Customer Advisory Board Presentation, Napa, February 2014andrewjns
 
digital marketing
digital marketingdigital marketing
digital marketingSrideviHV
 
Digital Advertising 2011 - A Portrait of Conflict
Digital Advertising 2011 - A Portrait of ConflictDigital Advertising 2011 - A Portrait of Conflict
Digital Advertising 2011 - A Portrait of ConflictPeter Weingard
 
Traditional vs Interactive Marketing
Traditional vs Interactive MarketingTraditional vs Interactive Marketing
Traditional vs Interactive Marketingcommandeleven
 
The World’s 50 Most Influential CMOs Study 2015
The World’s 50 Most Influential CMOs Study 2015The World’s 50 Most Influential CMOs Study 2015
The World’s 50 Most Influential CMOs Study 2015ScribbleLive
 
Marketing Communications Audit - Template by Brand Auditor
Marketing Communications Audit - Template by Brand AuditorMarketing Communications Audit - Template by Brand Auditor
Marketing Communications Audit - Template by Brand AuditorDaniel Diosi
 
How To Guide - Engaging Users with Gamification
How To Guide - Engaging Users with GamificationHow To Guide - Engaging Users with Gamification
How To Guide - Engaging Users with GamificationDemand Metric
 

Was ist angesagt? (20)

Digital marketing assignment 30.3.2015- final
Digital marketing assignment   30.3.2015- finalDigital marketing assignment   30.3.2015- final
Digital marketing assignment 30.3.2015- final
 
An Integrated Marketing Blueprint to Grow Sales & ROI in 2014
An Integrated Marketing Blueprint to Grow Sales & ROI in 2014An Integrated Marketing Blueprint to Grow Sales & ROI in 2014
An Integrated Marketing Blueprint to Grow Sales & ROI in 2014
 
2010 Interactive Marketing Roadmap - Spur Interactive
2010 Interactive Marketing Roadmap - Spur Interactive2010 Interactive Marketing Roadmap - Spur Interactive
2010 Interactive Marketing Roadmap - Spur Interactive
 
Why PR Graduates Should Master Social Media Strategy
Why PR Graduates Should Master Social Media StrategyWhy PR Graduates Should Master Social Media Strategy
Why PR Graduates Should Master Social Media Strategy
 
Measuring the Impact of Digital Marketing
Measuring the Impact of Digital MarketingMeasuring the Impact of Digital Marketing
Measuring the Impact of Digital Marketing
 
#M/PR: Юлія Мусаковська: "The Power of Integrated Marketing Communications"
#M/PR: Юлія Мусаковська: "The Power of Integrated Marketing Communications"#M/PR: Юлія Мусаковська: "The Power of Integrated Marketing Communications"
#M/PR: Юлія Мусаковська: "The Power of Integrated Marketing Communications"
 
CMO council survey: Localize to optimize sales channel effectiveness
CMO council survey: Localize to optimize sales channel effectivenessCMO council survey: Localize to optimize sales channel effectiveness
CMO council survey: Localize to optimize sales channel effectiveness
 
Kontagent: 2013 Mobile sophistication & strategy study May 2013
Kontagent: 2013 Mobile sophistication & strategy study May 2013Kontagent: 2013 Mobile sophistication & strategy study May 2013
Kontagent: 2013 Mobile sophistication & strategy study May 2013
 
Adoption of Social Media for Marketing and Business Development
Adoption of Social Media for Marketing and Business DevelopmentAdoption of Social Media for Marketing and Business Development
Adoption of Social Media for Marketing and Business Development
 
Syncapse: Value_of_a_fan_report May 2013
Syncapse: Value_of_a_fan_report May 2013Syncapse: Value_of_a_fan_report May 2013
Syncapse: Value_of_a_fan_report May 2013
 
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaB2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
 
Oracle Customer Advisory Board Presentation, Napa, February 2014
Oracle Customer Advisory Board Presentation, Napa, February 2014Oracle Customer Advisory Board Presentation, Napa, February 2014
Oracle Customer Advisory Board Presentation, Napa, February 2014
 
digital marketing
digital marketingdigital marketing
digital marketing
 
ROI of Social Media
ROI of Social MediaROI of Social Media
ROI of Social Media
 
Digital Advertising 2011 - A Portrait of Conflict
Digital Advertising 2011 - A Portrait of ConflictDigital Advertising 2011 - A Portrait of Conflict
Digital Advertising 2011 - A Portrait of Conflict
 
Traditional vs Interactive Marketing
Traditional vs Interactive MarketingTraditional vs Interactive Marketing
Traditional vs Interactive Marketing
 
The World’s 50 Most Influential CMOs Study 2015
The World’s 50 Most Influential CMOs Study 2015The World’s 50 Most Influential CMOs Study 2015
The World’s 50 Most Influential CMOs Study 2015
 
[Whitepaper] Media Pitching how to earn more media
[Whitepaper] Media Pitching how to earn more media[Whitepaper] Media Pitching how to earn more media
[Whitepaper] Media Pitching how to earn more media
 
Marketing Communications Audit - Template by Brand Auditor
Marketing Communications Audit - Template by Brand AuditorMarketing Communications Audit - Template by Brand Auditor
Marketing Communications Audit - Template by Brand Auditor
 
How To Guide - Engaging Users with Gamification
How To Guide - Engaging Users with GamificationHow To Guide - Engaging Users with Gamification
How To Guide - Engaging Users with Gamification
 

Andere mochten auch

Publishing your data smyth
Publishing your data smythPublishing your data smyth
Publishing your data smythTERN Australia
 
Paulo Faustino "Books publishing business and the strategical management"
Paulo Faustino "Books publishing business and the strategical management" Paulo Faustino "Books publishing business and the strategical management"
Paulo Faustino "Books publishing business and the strategical management" Faculty of Media Communications
 
Jupiter Banks -- Profit from your Content
Jupiter Banks -- Profit from your ContentJupiter Banks -- Profit from your Content
Jupiter Banks -- Profit from your ContentAsset Technology Group
 
Paulo Faustino "Book publishing management, changes and business models"
Paulo Faustino "Book publishing management, changes and business models"Paulo Faustino "Book publishing management, changes and business models"
Paulo Faustino "Book publishing management, changes and business models"Faculty of Media Communications
 
Introduction to Drupal
Introduction to DrupalIntroduction to Drupal
Introduction to Drupalsdmaxey
 
Introduction to Drupal for Absolute Beginners
Introduction to Drupal for Absolute BeginnersIntroduction to Drupal for Absolute Beginners
Introduction to Drupal for Absolute Beginnerseverlearner
 
Introduction to Drupal Basics
Introduction to Drupal BasicsIntroduction to Drupal Basics
Introduction to Drupal BasicsJuha Niemi
 
WordPress Optimisation - A4UExpo
WordPress Optimisation - A4UExpoWordPress Optimisation - A4UExpo
WordPress Optimisation - A4UExpoJoost de Valk
 

Andere mochten auch (12)

Publishing your data smyth
Publishing your data smythPublishing your data smyth
Publishing your data smyth
 
Paulo Faustino "Books publishing business and the strategical management"
Paulo Faustino "Books publishing business and the strategical management" Paulo Faustino "Books publishing business and the strategical management"
Paulo Faustino "Books publishing business and the strategical management"
 
Jupiter Banks -- Profit from your Content
Jupiter Banks -- Profit from your ContentJupiter Banks -- Profit from your Content
Jupiter Banks -- Profit from your Content
 
Paulo Faustino "Book publishing management, changes and business models"
Paulo Faustino "Book publishing management, changes and business models"Paulo Faustino "Book publishing management, changes and business models"
Paulo Faustino "Book publishing management, changes and business models"
 
Introduction to Drupal
Introduction to DrupalIntroduction to Drupal
Introduction to Drupal
 
Who's doing CRM well?
Who's doing CRM well? Who's doing CRM well?
Who's doing CRM well?
 
Introduction to Drupal for Absolute Beginners
Introduction to Drupal for Absolute BeginnersIntroduction to Drupal for Absolute Beginners
Introduction to Drupal for Absolute Beginners
 
An Introduction to Drupal
An Introduction to DrupalAn Introduction to Drupal
An Introduction to Drupal
 
Drupal end.ppt
Drupal end.pptDrupal end.ppt
Drupal end.ppt
 
Introduction to Drupal Basics
Introduction to Drupal BasicsIntroduction to Drupal Basics
Introduction to Drupal Basics
 
Drupal 7
Drupal 7Drupal 7
Drupal 7
 
WordPress Optimisation - A4UExpo
WordPress Optimisation - A4UExpoWordPress Optimisation - A4UExpo
WordPress Optimisation - A4UExpo
 

Ähnlich wie The Power of Like 2 (ComScore) -JUN12

Estudio Facebook y Comscore - The power of Like
Estudio Facebook y Comscore - The power of Like Estudio Facebook y Comscore - The power of Like
Estudio Facebook y Comscore - The power of Like Convierte Más
 
Com score the power of like
Com score   the power of likeCom score   the power of like
Com score the power of likeExistaya.com
 
Com score the power of like
Com score   the power of likeCom score   the power of like
Com score the power of likeSumit Roy
 
The power of like. (ComScore, Facebook 2011)
The power of like.  (ComScore, Facebook 2011)The power of like.  (ComScore, Facebook 2011)
The power of like. (ComScore, Facebook 2011)Retelur Marketing
 
Com score - the power of like
Com score - the power of likeCom score - the power of like
Com score - the power of likericardodepaula
 
Estudo: O poder do botão Curtir
Estudo: O poder do botão CurtirEstudo: O poder do botão Curtir
Estudo: O poder do botão CurtirBruno de Souza
 
Com score the power of like
Com score   the power of likeCom score   the power of like
Com score the power of likefejrlud
 
Com score:the power of like
Com score:the power of likeCom score:the power of like
Com score:the power of likeYan Chen
 
The Power of Like: How Brands Reach and Influence Fans Through Social Media M...
The Power of Like: How Brands Reach and Influence Fans Through Social Media M...The Power of Like: How Brands Reach and Influence Fans Through Social Media M...
The Power of Like: How Brands Reach and Influence Fans Through Social Media M...Jordi Sabater Domènech
 
The power of like: how brands reach and influence fans through SMM
The power of like: how brands reach and influence fans through SMMThe power of like: how brands reach and influence fans through SMM
The power of like: how brands reach and influence fans through SMMAlfonso Gadea
 
Com score the power of like
Com score   the power of likeCom score   the power of like
Com score the power of likeSumit Roy
 
Facebook and Beyond - Lessons for Brand Engagement with Social Customers
Facebook and Beyond - Lessons for Brand Engagement with Social Customers Facebook and Beyond - Lessons for Brand Engagement with Social Customers
Facebook and Beyond - Lessons for Brand Engagement with Social Customers Lithium
 
Nielsen Advertising Effectiveness Understanding The Value Of A Social Media I...
Nielsen Advertising Effectiveness Understanding The Value Of A Social Media I...Nielsen Advertising Effectiveness Understanding The Value Of A Social Media I...
Nielsen Advertising Effectiveness Understanding The Value Of A Social Media I...Julie Benlolo
 
Nielsen research: Social media impressions in Facebook ads
Nielsen research: Social media impressions in Facebook adsNielsen research: Social media impressions in Facebook ads
Nielsen research: Social media impressions in Facebook adsMitya Voskresensky
 
Nielsen April 2010 efectividad marketing social media
Nielsen April 2010 efectividad marketing social mediaNielsen April 2010 efectividad marketing social media
Nielsen April 2010 efectividad marketing social mediaDaniel Perez Colomar
 

Ähnlich wie The Power of Like 2 (ComScore) -JUN12 (20)

Estudio Facebook y Comscore - The power of Like
Estudio Facebook y Comscore - The power of Like Estudio Facebook y Comscore - The power of Like
Estudio Facebook y Comscore - The power of Like
 
Com scorefacebook2011
Com scorefacebook2011Com scorefacebook2011
Com scorefacebook2011
 
Com score the power of like
Com score   the power of likeCom score   the power of like
Com score the power of like
 
Com score -_the_power_of_like
Com score -_the_power_of_likeCom score -_the_power_of_like
Com score -_the_power_of_like
 
Com score the power of like
Com score   the power of likeCom score   the power of like
Com score the power of like
 
Com score the power of like
Com score   the power of likeCom score   the power of like
Com score the power of like
 
The power of like. (ComScore, Facebook 2011)
The power of like.  (ComScore, Facebook 2011)The power of like.  (ComScore, Facebook 2011)
The power of like. (ComScore, Facebook 2011)
 
Com score - the power of like
Com score - the power of likeCom score - the power of like
Com score - the power of like
 
The Power of Like
The Power of LikeThe Power of Like
The Power of Like
 
Estudo: O poder do botão Curtir
Estudo: O poder do botão CurtirEstudo: O poder do botão Curtir
Estudo: O poder do botão Curtir
 
Com score the power of like
Com score   the power of likeCom score   the power of like
Com score the power of like
 
Com score:the power of like
Com score:the power of likeCom score:the power of like
Com score:the power of like
 
The Power of Like: How Brands Reach and Influence Fans Through Social Media M...
The Power of Like: How Brands Reach and Influence Fans Through Social Media M...The Power of Like: How Brands Reach and Influence Fans Through Social Media M...
The Power of Like: How Brands Reach and Influence Fans Through Social Media M...
 
The power of like: how brands reach and influence fans through SMM
The power of like: how brands reach and influence fans through SMMThe power of like: how brands reach and influence fans through SMM
The power of like: how brands reach and influence fans through SMM
 
Com score the power of like
Com score   the power of likeCom score   the power of like
Com score the power of like
 
Facebook and Beyond - Lessons for Brand Engagement with Social Customers
Facebook and Beyond - Lessons for Brand Engagement with Social Customers Facebook and Beyond - Lessons for Brand Engagement with Social Customers
Facebook and Beyond - Lessons for Brand Engagement with Social Customers
 
Nielsen Advertising Effectiveness Understanding The Value Of A Social Media I...
Nielsen Advertising Effectiveness Understanding The Value Of A Social Media I...Nielsen Advertising Effectiveness Understanding The Value Of A Social Media I...
Nielsen Advertising Effectiveness Understanding The Value Of A Social Media I...
 
Nielsen research: Social media impressions in Facebook ads
Nielsen research: Social media impressions in Facebook adsNielsen research: Social media impressions in Facebook ads
Nielsen research: Social media impressions in Facebook ads
 
Nielsen April 2010 efectividad marketing social media
Nielsen April 2010 efectividad marketing social mediaNielsen April 2010 efectividad marketing social media
Nielsen April 2010 efectividad marketing social media
 
Estudio de Facebook y Nielsen sobre el ROI en Redes Sociales
Estudio de Facebook y Nielsen sobre el ROI en Redes SocialesEstudio de Facebook y Nielsen sobre el ROI en Redes Sociales
Estudio de Facebook y Nielsen sobre el ROI en Redes Sociales
 

Mehr von Retelur Marketing

Estudio E-commerce España. IAB spain junio 2013
Estudio E-commerce España. IAB spain junio 2013Estudio E-commerce España. IAB spain junio 2013
Estudio E-commerce España. IAB spain junio 2013Retelur Marketing
 
Infoadex cierre 2012 9,9% tpubli -15,8% atl -5% btl
Infoadex cierre 2012  9,9% tpubli -15,8% atl -5% btlInfoadex cierre 2012  9,9% tpubli -15,8% atl -5% btl
Infoadex cierre 2012 9,9% tpubli -15,8% atl -5% btlRetelur Marketing
 
Iab Spain: Estudio sobre inversion publicitaria medios digitales. Total 2012
Iab Spain: Estudio  sobre inversion publicitaria medios digitales. Total 2012Iab Spain: Estudio  sobre inversion publicitaria medios digitales. Total 2012
Iab Spain: Estudio sobre inversion publicitaria medios digitales. Total 2012Retelur Marketing
 
Inspiring benefits genera 850.000€ de ventas en sus tiendas online de abril a...
Inspiring benefits genera 850.000€ de ventas en sus tiendas online de abril a...Inspiring benefits genera 850.000€ de ventas en sus tiendas online de abril a...
Inspiring benefits genera 850.000€ de ventas en sus tiendas online de abril a...Retelur Marketing
 
Bankinter lanza un nuevo club de benefits para sus 4 200 empleados 27mar13
Bankinter lanza un nuevo club de benefits para sus 4 200 empleados  27mar13Bankinter lanza un nuevo club de benefits para sus 4 200 empleados  27mar13
Bankinter lanza un nuevo club de benefits para sus 4 200 empleados 27mar13Retelur Marketing
 
Inspiring benefits amplía capital con una inyección de 400.000 euros 3jul12
Inspiring benefits amplía capital con una inyección de 400.000 euros 3jul12Inspiring benefits amplía capital con una inyección de 400.000 euros 3jul12
Inspiring benefits amplía capital con una inyección de 400.000 euros 3jul12Retelur Marketing
 
Informe CMT Comercio electrónico España 2T 2012 Abril-Junio
Informe CMT Comercio electrónico España 2T 2012 Abril-JunioInforme CMT Comercio electrónico España 2T 2012 Abril-Junio
Informe CMT Comercio electrónico España 2T 2012 Abril-JunioRetelur Marketing
 
Informe CMT Comercio electrónico España 1T 2012 Enero-Marzo
Informe CMT Comercio electrónico España 1T 2012 Enero-MarzoInforme CMT Comercio electrónico España 1T 2012 Enero-Marzo
Informe CMT Comercio electrónico España 1T 2012 Enero-MarzoRetelur Marketing
 
The social media report 2012 by nielsen 26dec12
The social media report 2012 by nielsen 26dec12The social media report 2012 by nielsen 26dec12
The social media report 2012 by nielsen 26dec12Retelur Marketing
 
Zanox se instala en España. Sep2003. Revista Estrategias.
Zanox se instala en España. Sep2003. Revista Estrategias. Zanox se instala en España. Sep2003. Revista Estrategias.
Zanox se instala en España. Sep2003. Revista Estrategias. Retelur Marketing
 
Los Clubs de ahorro online permiten ahorrar hasta 400 euros en las compras na...
Los Clubs de ahorro online permiten ahorrar hasta 400 euros en las compras na...Los Clubs de ahorro online permiten ahorrar hasta 400 euros en las compras na...
Los Clubs de ahorro online permiten ahorrar hasta 400 euros en las compras na...Retelur Marketing
 
Infografia redes afiliación - IAB Spain NOV12
Infografia redes afiliación - IAB Spain NOV12Infografia redes afiliación - IAB Spain NOV12
Infografia redes afiliación - IAB Spain NOV12Retelur Marketing
 
Informe contenidos digitales España ONTSI edicion2012 3dic12
Informe contenidos digitales España ONTSI edicion2012 3dic12Informe contenidos digitales España ONTSI edicion2012 3dic12
Informe contenidos digitales España ONTSI edicion2012 3dic12Retelur Marketing
 
Estudio Consumo Navidad 2012 (Deloitte) - NOV12
Estudio Consumo Navidad 2012 (Deloitte) - NOV12Estudio Consumo Navidad 2012 (Deloitte) - NOV12
Estudio Consumo Navidad 2012 (Deloitte) - NOV12Retelur Marketing
 
Looking at the Numbers: Digital in ten minutes (ComScore) - NOV12
Looking at the Numbers: Digital in ten minutes (ComScore) - NOV12Looking at the Numbers: Digital in ten minutes (ComScore) - NOV12
Looking at the Numbers: Digital in ten minutes (ComScore) - NOV12Retelur Marketing
 
Estudio sobre el comercio electrónico B2C España 2011 - OCT12 (ONTSI)
Estudio sobre el comercio electrónico B2C España 2011 - OCT12 (ONTSI)Estudio sobre el comercio electrónico B2C España 2011 - OCT12 (ONTSI)
Estudio sobre el comercio electrónico B2C España 2011 - OCT12 (ONTSI)Retelur Marketing
 
Estudio sobre inversión publicitaria en medios digitales Primer semestre 2012...
Estudio sobre inversión publicitaria en medios digitales Primer semestre 2012...Estudio sobre inversión publicitaria en medios digitales Primer semestre 2012...
Estudio sobre inversión publicitaria en medios digitales Primer semestre 2012...Retelur Marketing
 
IV Estudio Anual IAB Spain Mobile Marketing: Informe de Resultados Septiembre...
IV Estudio Anual IAB Spain Mobile Marketing: Informe de Resultados Septiembre...IV Estudio Anual IAB Spain Mobile Marketing: Informe de Resultados Septiembre...
IV Estudio Anual IAB Spain Mobile Marketing: Informe de Resultados Septiembre...Retelur Marketing
 
Content creators vs content curators similarities and differences in between....
Content creators vs content curators similarities and differences in between....Content creators vs content curators similarities and differences in between....
Content creators vs content curators similarities and differences in between....Retelur Marketing
 
Universia e inspiring benefits lanzan el mayor portal de comercio electrónico...
Universia e inspiring benefits lanzan el mayor portal de comercio electrónico...Universia e inspiring benefits lanzan el mayor portal de comercio electrónico...
Universia e inspiring benefits lanzan el mayor portal de comercio electrónico...Retelur Marketing
 

Mehr von Retelur Marketing (20)

Estudio E-commerce España. IAB spain junio 2013
Estudio E-commerce España. IAB spain junio 2013Estudio E-commerce España. IAB spain junio 2013
Estudio E-commerce España. IAB spain junio 2013
 
Infoadex cierre 2012 9,9% tpubli -15,8% atl -5% btl
Infoadex cierre 2012  9,9% tpubli -15,8% atl -5% btlInfoadex cierre 2012  9,9% tpubli -15,8% atl -5% btl
Infoadex cierre 2012 9,9% tpubli -15,8% atl -5% btl
 
Iab Spain: Estudio sobre inversion publicitaria medios digitales. Total 2012
Iab Spain: Estudio  sobre inversion publicitaria medios digitales. Total 2012Iab Spain: Estudio  sobre inversion publicitaria medios digitales. Total 2012
Iab Spain: Estudio sobre inversion publicitaria medios digitales. Total 2012
 
Inspiring benefits genera 850.000€ de ventas en sus tiendas online de abril a...
Inspiring benefits genera 850.000€ de ventas en sus tiendas online de abril a...Inspiring benefits genera 850.000€ de ventas en sus tiendas online de abril a...
Inspiring benefits genera 850.000€ de ventas en sus tiendas online de abril a...
 
Bankinter lanza un nuevo club de benefits para sus 4 200 empleados 27mar13
Bankinter lanza un nuevo club de benefits para sus 4 200 empleados  27mar13Bankinter lanza un nuevo club de benefits para sus 4 200 empleados  27mar13
Bankinter lanza un nuevo club de benefits para sus 4 200 empleados 27mar13
 
Inspiring benefits amplía capital con una inyección de 400.000 euros 3jul12
Inspiring benefits amplía capital con una inyección de 400.000 euros 3jul12Inspiring benefits amplía capital con una inyección de 400.000 euros 3jul12
Inspiring benefits amplía capital con una inyección de 400.000 euros 3jul12
 
Informe CMT Comercio electrónico España 2T 2012 Abril-Junio
Informe CMT Comercio electrónico España 2T 2012 Abril-JunioInforme CMT Comercio electrónico España 2T 2012 Abril-Junio
Informe CMT Comercio electrónico España 2T 2012 Abril-Junio
 
Informe CMT Comercio electrónico España 1T 2012 Enero-Marzo
Informe CMT Comercio electrónico España 1T 2012 Enero-MarzoInforme CMT Comercio electrónico España 1T 2012 Enero-Marzo
Informe CMT Comercio electrónico España 1T 2012 Enero-Marzo
 
The social media report 2012 by nielsen 26dec12
The social media report 2012 by nielsen 26dec12The social media report 2012 by nielsen 26dec12
The social media report 2012 by nielsen 26dec12
 
Zanox se instala en España. Sep2003. Revista Estrategias.
Zanox se instala en España. Sep2003. Revista Estrategias. Zanox se instala en España. Sep2003. Revista Estrategias.
Zanox se instala en España. Sep2003. Revista Estrategias.
 
Los Clubs de ahorro online permiten ahorrar hasta 400 euros en las compras na...
Los Clubs de ahorro online permiten ahorrar hasta 400 euros en las compras na...Los Clubs de ahorro online permiten ahorrar hasta 400 euros en las compras na...
Los Clubs de ahorro online permiten ahorrar hasta 400 euros en las compras na...
 
Infografia redes afiliación - IAB Spain NOV12
Infografia redes afiliación - IAB Spain NOV12Infografia redes afiliación - IAB Spain NOV12
Infografia redes afiliación - IAB Spain NOV12
 
Informe contenidos digitales España ONTSI edicion2012 3dic12
Informe contenidos digitales España ONTSI edicion2012 3dic12Informe contenidos digitales España ONTSI edicion2012 3dic12
Informe contenidos digitales España ONTSI edicion2012 3dic12
 
Estudio Consumo Navidad 2012 (Deloitte) - NOV12
Estudio Consumo Navidad 2012 (Deloitte) - NOV12Estudio Consumo Navidad 2012 (Deloitte) - NOV12
Estudio Consumo Navidad 2012 (Deloitte) - NOV12
 
Looking at the Numbers: Digital in ten minutes (ComScore) - NOV12
Looking at the Numbers: Digital in ten minutes (ComScore) - NOV12Looking at the Numbers: Digital in ten minutes (ComScore) - NOV12
Looking at the Numbers: Digital in ten minutes (ComScore) - NOV12
 
Estudio sobre el comercio electrónico B2C España 2011 - OCT12 (ONTSI)
Estudio sobre el comercio electrónico B2C España 2011 - OCT12 (ONTSI)Estudio sobre el comercio electrónico B2C España 2011 - OCT12 (ONTSI)
Estudio sobre el comercio electrónico B2C España 2011 - OCT12 (ONTSI)
 
Estudio sobre inversión publicitaria en medios digitales Primer semestre 2012...
Estudio sobre inversión publicitaria en medios digitales Primer semestre 2012...Estudio sobre inversión publicitaria en medios digitales Primer semestre 2012...
Estudio sobre inversión publicitaria en medios digitales Primer semestre 2012...
 
IV Estudio Anual IAB Spain Mobile Marketing: Informe de Resultados Septiembre...
IV Estudio Anual IAB Spain Mobile Marketing: Informe de Resultados Septiembre...IV Estudio Anual IAB Spain Mobile Marketing: Informe de Resultados Septiembre...
IV Estudio Anual IAB Spain Mobile Marketing: Informe de Resultados Septiembre...
 
Content creators vs content curators similarities and differences in between....
Content creators vs content curators similarities and differences in between....Content creators vs content curators similarities and differences in between....
Content creators vs content curators similarities and differences in between....
 
Universia e inspiring benefits lanzan el mayor portal de comercio electrónico...
Universia e inspiring benefits lanzan el mayor portal de comercio electrónico...Universia e inspiring benefits lanzan el mayor portal de comercio electrónico...
Universia e inspiring benefits lanzan el mayor portal de comercio electrónico...
 

Kürzlich hochgeladen

Fundamentals Welcome and Inclusive DEIB
Fundamentals Welcome and  Inclusive DEIBFundamentals Welcome and  Inclusive DEIB
Fundamentals Welcome and Inclusive DEIBGregory DeShields
 
Ivey Leveraging Information Technology MBA 2024
Ivey Leveraging Information Technology MBA 2024Ivey Leveraging Information Technology MBA 2024
Ivey Leveraging Information Technology MBA 2024Nihal Nishadul
 
digital marketing , introduction of digital marketing
digital marketing , introduction of digital marketingdigital marketing , introduction of digital marketing
digital marketing , introduction of digital marketingrajputmeenakshi733
 
Who is the Darshan Hiranandani Wife ????
Who is the Darshan Hiranandani Wife ????Who is the Darshan Hiranandani Wife ????
Who is the Darshan Hiranandani Wife ????surajkumarsk121223
 
Pistachio Caviar and raisins from Iran.pdf
Pistachio Caviar and raisins from Iran.pdfPistachio Caviar and raisins from Iran.pdf
Pistachio Caviar and raisins from Iran.pdfRezaSeif2
 
Mastering performance conversations presented by Heli Nehama Ozery and hosted...
Mastering performance conversations presented by Heli Nehama Ozery and hosted...Mastering performance conversations presented by Heli Nehama Ozery and hosted...
Mastering performance conversations presented by Heli Nehama Ozery and hosted...dawncurless
 
TRENDS_MODULfhaowtnzuwutnvsrpvoqentvidrr
TRENDS_MODULfhaowtnzuwutnvsrpvoqentvidrrTRENDS_MODULfhaowtnzuwutnvsrpvoqentvidrr
TRENDS_MODULfhaowtnzuwutnvsrpvoqentvidrrnorsanget18
 
Aquafresh RO Water Purifier PPT of Its Benefits
Aquafresh RO Water Purifier PPT of Its  BenefitsAquafresh RO Water Purifier PPT of Its  Benefits
Aquafresh RO Water Purifier PPT of Its Benefitsaquaro0016
 
Implementing Exponential Accelerators.pptx
Implementing Exponential Accelerators.pptxImplementing Exponential Accelerators.pptx
Implementing Exponential Accelerators.pptxRich Reba
 
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdfSherl Simon
 
Andrii Rodionov: What can go wrong in a distributed system – experience from ...
Andrii Rodionov: What can go wrong in a distributed system – experience from ...Andrii Rodionov: What can go wrong in a distributed system – experience from ...
Andrii Rodionov: What can go wrong in a distributed system – experience from ...Lviv Startup Club
 
How to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your BusinessHow to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your BusinessHelp Desk Migration
 
EQX-PPT-20240405-CorporateDeck-slideshare
EQX-PPT-20240405-CorporateDeck-slideshareEQX-PPT-20240405-CorporateDeck-slideshare
EQX-PPT-20240405-CorporateDeck-slideshareEquinox Gold Corp.
 
ISO 37002:2021 (Whistleblowing Management Systems) Awareness Training
ISO 37002:2021 (Whistleblowing Management Systems) Awareness TrainingISO 37002:2021 (Whistleblowing Management Systems) Awareness Training
ISO 37002:2021 (Whistleblowing Management Systems) Awareness TrainingOperational Excellence Consulting
 
Lessons from Shanavas M.P. (AKA SHAN) For The Mastering in Entrepreneurship
Lessons from Shanavas M.P. (AKA SHAN) For The Mastering in EntrepreneurshipLessons from Shanavas M.P. (AKA SHAN) For The Mastering in Entrepreneurship
Lessons from Shanavas M.P. (AKA SHAN) For The Mastering in EntrepreneurshipDoge Mining Website
 
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...Hector Del Castillo, CPM, CPMM
 
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...Aggregage
 
Cracking the ‘Skill gap analysis' Code.pptx
Cracking the ‘Skill gap analysis' Code.pptxCracking the ‘Skill gap analysis' Code.pptx
Cracking the ‘Skill gap analysis' Code.pptxWorkforce Group
 
Roman Kyslyi: Використання та побудова LLM агентів (UA)
Roman Kyslyi: Використання та побудова LLM агентів (UA)Roman Kyslyi: Використання та побудова LLM агентів (UA)
Roman Kyslyi: Використання та побудова LLM агентів (UA)Lviv Startup Club
 

Kürzlich hochgeladen (20)

Fundamentals Welcome and Inclusive DEIB
Fundamentals Welcome and  Inclusive DEIBFundamentals Welcome and  Inclusive DEIB
Fundamentals Welcome and Inclusive DEIB
 
Ivey Leveraging Information Technology MBA 2024
Ivey Leveraging Information Technology MBA 2024Ivey Leveraging Information Technology MBA 2024
Ivey Leveraging Information Technology MBA 2024
 
digital marketing , introduction of digital marketing
digital marketing , introduction of digital marketingdigital marketing , introduction of digital marketing
digital marketing , introduction of digital marketing
 
Who is the Darshan Hiranandani Wife ????
Who is the Darshan Hiranandani Wife ????Who is the Darshan Hiranandani Wife ????
Who is the Darshan Hiranandani Wife ????
 
Pistachio Caviar and raisins from Iran.pdf
Pistachio Caviar and raisins from Iran.pdfPistachio Caviar and raisins from Iran.pdf
Pistachio Caviar and raisins from Iran.pdf
 
Mastering performance conversations presented by Heli Nehama Ozery and hosted...
Mastering performance conversations presented by Heli Nehama Ozery and hosted...Mastering performance conversations presented by Heli Nehama Ozery and hosted...
Mastering performance conversations presented by Heli Nehama Ozery and hosted...
 
TRENDS_MODULfhaowtnzuwutnvsrpvoqentvidrr
TRENDS_MODULfhaowtnzuwutnvsrpvoqentvidrrTRENDS_MODULfhaowtnzuwutnvsrpvoqentvidrr
TRENDS_MODULfhaowtnzuwutnvsrpvoqentvidrr
 
Aquafresh RO Water Purifier PPT of Its Benefits
Aquafresh RO Water Purifier PPT of Its  BenefitsAquafresh RO Water Purifier PPT of Its  Benefits
Aquafresh RO Water Purifier PPT of Its Benefits
 
Implementing Exponential Accelerators.pptx
Implementing Exponential Accelerators.pptxImplementing Exponential Accelerators.pptx
Implementing Exponential Accelerators.pptx
 
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
 
Andrii Rodionov: What can go wrong in a distributed system – experience from ...
Andrii Rodionov: What can go wrong in a distributed system – experience from ...Andrii Rodionov: What can go wrong in a distributed system – experience from ...
Andrii Rodionov: What can go wrong in a distributed system – experience from ...
 
Authentically Social - presented by Corey Perlman
Authentically Social - presented by Corey PerlmanAuthentically Social - presented by Corey Perlman
Authentically Social - presented by Corey Perlman
 
How to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your BusinessHow to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your Business
 
EQX-PPT-20240405-CorporateDeck-slideshare
EQX-PPT-20240405-CorporateDeck-slideshareEQX-PPT-20240405-CorporateDeck-slideshare
EQX-PPT-20240405-CorporateDeck-slideshare
 
ISO 37002:2021 (Whistleblowing Management Systems) Awareness Training
ISO 37002:2021 (Whistleblowing Management Systems) Awareness TrainingISO 37002:2021 (Whistleblowing Management Systems) Awareness Training
ISO 37002:2021 (Whistleblowing Management Systems) Awareness Training
 
Lessons from Shanavas M.P. (AKA SHAN) For The Mastering in Entrepreneurship
Lessons from Shanavas M.P. (AKA SHAN) For The Mastering in EntrepreneurshipLessons from Shanavas M.P. (AKA SHAN) For The Mastering in Entrepreneurship
Lessons from Shanavas M.P. (AKA SHAN) For The Mastering in Entrepreneurship
 
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
 
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
 
Cracking the ‘Skill gap analysis' Code.pptx
Cracking the ‘Skill gap analysis' Code.pptxCracking the ‘Skill gap analysis' Code.pptx
Cracking the ‘Skill gap analysis' Code.pptx
 
Roman Kyslyi: Використання та побудова LLM агентів (UA)
Roman Kyslyi: Використання та побудова LLM агентів (UA)Roman Kyslyi: Використання та побудова LLM агентів (UA)
Roman Kyslyi: Використання та побудова LLM агентів (UA)
 

The Power of Like 2 (ComScore) -JUN12

  • 1. The Power of Like2 How Social Marketing Works ANDREW LIPSMAN VP, Marketing, comScore GRAHAM MUDD Head of Measurement Partnerships, Facebook Carmela Aquino Senior Marketing Manager, comScore Patrick Kemp Senior Data Analyst, comScore
  • 2. Executive Summary The following white paper is the second in the U.S. Power of Like series, a research collaboration between comScore and Facebook to deliver unique insights on the impact of social media marketing. The research, which primarily leverages data and analysis from comScore Social Essentials™, comScore AdEffx™ and Facebook’s internal analytics platform, focuses on the impact of branded earned and paid media exposure on the behavior of Facebook Fans and Friends of Fans. The summary below establishes the key findings and implications of this research. • Brands can maximize the impact of their • Facebook represents a unique marketing social marketing programs on Facebook channel that enables Paid, Earned and by leveraging a framework that helps Owned Media to be leveraged to create them move beyond Fan acquisition to a virtuous cycle of brand impact. Brands delivering reach, impact, and measurable use display ads and other paid media marketing ROI. Using the Brand Page (Paid) to attract Fans to the Brand Page as a control panel for creating social (Owned), which serves as a platform for marketing programs, brands should focus marketing communications that reach on benchmarking and optimizing on the Fans and Friends of Fans (Earned) in the following dimensions to deliver against News Feed and other sections of the their broader marketing objectives: website. These communications can then be supplemented through paid display • Fan Reach Exposure in the campaigns, such as Sponsored Stories News Feed and Promoted Page Posts, to maximize • Engagement Fans interacting with reach and brand resonance (Paid). Brand Page marketing content • Concentrated social media campaigns, • Amplification Expanding reach by such as those performed during important promoting content to Friends of Fans marketing promotions, can significantly through both earned and paid means amplify the reach of earned media • Most leading brands on Facebook exposure. Such amplification may drive achieve a monthly earned Amplification increased awareness and consideration Ratio of between 0.5 and 2.0, meaning that is manifested through higher brand that they extend the reach of their earned purchase behavior among exposed Fans media exposure of Fans to Friends of and Friends of Fans. Fans by 50-200%. These ratios can be increased to improve brand reach by focusing on tactics to optimize Fan Reach and Engagement and by supplementing with paid advertising strategies. 2
  • 3. Executive Summary (continued) • The causal effects of earned media Collectively, this research focuses on exposure on Facebook Fans and Friends how social marketing works and enables of Fans can be isolated using a test brands to understand useful frameworks for vs. control methodology. In the case of quantifying their social marketing efforts and Starbucks, exposed Fans and Friends evaluating its impact. The data and analysis of Fans showed statistically significant included in this paper will demonstrate how lifts in in-store purchase incidence for social marketing programs can be optimized each of the four weeks following earned to deliver against marketing objectives media exposure. within the context of a brand’s broader marketing mix. • The increasing cumulative lift in purchase behavior among exposed Starbucks Fans and Friends of Fans provides strong evidence of a latent branding impact of earned media exposure. This same latent effect was observed in the lift in purchase incidence among exposed Fans and Friends of Fans of retailer Target. • Exposure to Facebook Premium Ads also drove statistically significant lifts in both online and in-store purchase incidence for a major retailer over a four-week post-exposure period. This research highlights the importance of using view-through display ad effectiveness in a medium where click-through rates are known to be lower than average for many campaigns. FOR FURTHER INFORMATION, PLEASE CONTACT: Andrew Lipsman comScore, Inc. +1 312 775 6510 press@comscore.com Carmela Aquino Stay Connected comScore, Inc. +1 703 438 2024 press@comscore.com Follow @comscore 3
  • 4. Introduction & Background comScore and Facebook partnered to publish the first paper in this series The Power of Like: How Brands Reach and Influence Fans Through Social Media Marketing in July 2011, with the paper later republished in its entirety in the March 2012 issue of the Journal of Advertising Research. The first paper, which established many of the initial frameworks for quantifying large brands social marketing programs on Facebook, offers an entry-point for discussion of social marketing at scale and can be accessed at the following link: www.comscore.com/like The findings from the first paper, while providing the groundwork for discussion on this paper, will not be examined in greater detail beyond the following summary of key findings: • Social media channels, most notably Facebook, represent a significant and growing opportunity to reach brand Fans – and their Friends – with branded content that may take the form of both paid and earned media impressions. • Despite many brands’ current focus on simply accumulating Fans – and using their Fan count as a primary measure of success – the research demonstrated how attracting Fans represent only the initial springboard to reaching Fans and Friends of Fans with paid and earned media impressions. • While the messaging and tactics used in earned social media campaigns should typically be different than those employed in a traditional ad campaign, the reach of earned media can be quantified using familiar metrics such as reach and frequency, and analyzed according to the demographics and behaviors of the audiences reached by these impressions. • Once brands understand who they are reaching and how often, they can begin to assess the value of their Fans and Friends of Fans. In some cases, they can even quantify the ROI of their social media investment by evaluating behaviors of those exposed to brand impressions, such as online engagement or purchase behavior. • 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 and realize significant untapped benefits by reaching Friends of Fans. In the time since the paper’s original publication, a variety of additional analyses have been conducted to help gain a deeper understanding of how social marketing works. This research paper will highlight some of our most interesting findings over the past year along with innovative new research into how earned social media exposure and paid media exposure drive consumer behavior. 4
  • 5. Social Media as a Marketing Channel Brand Pages as the New Brand.com Websites Brand Pages Facebook’s emergence as a marketing channel has largely centered on the evolution now routinely of Brand Pages and their role as a control panel for brands as they establish a direct outpace their communication channel with their Fans and customers. In the earlier days of the corresponding Internet there was a substantial emphasis on developing brand websites, and while these websites still retain their importance (particularly for verticals that focus on brand websites transactions or lead capture) this touchpoint has increasingly been shifting to the in terms of social media channel. audience. Consider a brand like Skittles. The Skittles brand website (www.skittles.com) attracted 23,000 U.S. unique visitors in March 2012, while the Skittles Brand Page on Facebook (www.facebook.com/skittles) attracted 320,000 visitors – 14 times as many as Skittles.com. Brand Pages now routinely outpace their corresponding brand websites in terms of audience. Even still, Brand Pages have not traditionally served as the primary means of brand engagement on Facebook. Because users spend the highest percentage of their time on the News Feed (40 percent), that ends up being the primary channel for brand exposure. So while some Fans certainly do visit the Brand Page, the number of brand exposures occurring via the News Feed is many multiples higher. 5
  • 6. Socially-Enabled Ads Used for Fan Acquisition In March 2012, Most of the brands with an active Facebook presence have focused early efforts on 15.2 percent accumulating Facebook Fans, recognizing that there is a long term value associated of all U.S. with being able to continuously communicate with and market to these brand followers. display ads With Fan acquisition as their objective, many brands have been working with agencies on Cost-Per-Like (CPL) campaigns to attract as many Fans as possible. This focus across the web has led many brands to wonder “What’s a Fan worth?” so that they might be able to were socially- quantify the expected ROI of a CPL campaign. enabled, up Display advertising is one of the most prevalent ways of attracting Fans, with many from 8.2 percent campaigns today featuring social calls-to-action such as “Become a Fan” or “Like Us in November on Facebook.” These “socially-enabled” ads can help build an awareness of the brand’s presence on Facebook and deliver more brand Fans. Just how prevalent have these 2011. socially-enabled ads become? In March 2012, 15.2 percent of all U.S. display ads across the web were socially-enabled, up from 8.2 percent in November 2011. Certain industries have shown a substantially higher likelihood of deploying these ads, such as CPG – Food & Grocery (40.9 percent) and Movies (26.9 percent). This significant and growing emphasis on Fan acquisition suggests that brands understand the long term value calculation and are focused on winning Fans in this highly competitive environment for customers’ attention and loyalty. But with their Fan rosters growing well into the millions, many brands are beginning to wonder what their next focus should be to maximize the value of their investment in Fan acquisition. 6
  • 7. How Social Marketing Works Fan Reach, Engagement and Amplification Given that While the vast majority of large brands today have an active social media presence, a brand has there continues to be an over-reliance on simple counting of Facebook Fans as a acquired a key performance metric. Given that a brand has acquired a certain number of Fans, certain number its goal should be to deliver maximum reach, achieve brand resonance, and hopefully influence consumers to purchase or engage with the brand. To achieve these of Fans, its objectives, brands must begin with a framework for understanding how its brand goal should message is delivered at scale. The three dynamics will we examine are: Fan Reach, be to deliver Engagement and Amplification. maximum reach, achieve brand Many brands don’t consider these intermediary steps resonance, and hopefully influence consumers to Brand Fans “Talk News Feed Content Spreads Goal: Reach, purchase or Get Fans Messages Reach Fans About” News Feed to Friends; Content and Brand Resonance, engage with the in News Feed Content Stories Are Boosted by Ads Marketing ROI brand. 1. Fan Reach 2. Engagement 3. Amplification Fan Reach For brands to resonate on Facebook, the first step is literally to be seen. While brands have the opportunity to communicate directly with their Fans through the News Feed, not every brand message delivered results in an exposure to a Fan. Facebook uses an algorithm to help optimize the messages users see in their News Feed, and while the exact algorithm is not public information, it is clear that relevance plays a role in message visibility. So brands in which consumers engage more regularly, whether through a comment, share, like, or check-in, have a greater likelihood of being seen on the News Feed, otherwise known as Fan Reach (or “cut-through”). In addition to optimizing with a focus on delivering relevant earned messages to Fans, brands can also extend their reach on Facebook using Facebook’s ad platform. For example, a Page Post can be promoted to ensure it reaches a far larger percentage of a brand’s fan base than would be reached organically. 7
  • 8. Engagement Even Engagement with brand messages – such as a like, share, post, check-in, etc. apparently low – has recently become a hot topic of discussion in the social marketing arena. engagement A recent study1 demonstrated that only a small percentage (typically around 1 percent rates may be of Fans) actually engage with a given brand message. The research concluded that due to the low engagement rate, brands should perhaps not look to Facebook as a primary more valuable marketing channel. than one However, this research conclusion overlooks a few critical aspects of why even might think. apparently low engagement rates may be more valuable than one might think. Consider, for the sake of comparison, display ad engagement (i.e. click-through) rates. According to DoubleClick, click-through rates on display ads most recently stand at approximately 0.1 percent.2 When examined through that lens, a social marketing engagement rate of 1 percent is greater by a factor of 10. If any value at all is placed on the display ad click-through, then perhaps more credit should be given to a social engagement rate of 1 percent. But this argument still ignores the full effect of social engagement, which is that such actions – however low in incidence – provide a means of significantly expanding the reach of a particular message throughout the user’s network. This phenomenon is referred to as amplification. http://adage.com/article/digital/study-1-facebook-fans-engage-brands/232351/ 1 http://www.google.com/adwords/watchthisspace/benchmarks-and-insights/insights/click-through-rates/ 2 8
  • 9. Amplification Brands are Amplification is perhaps the most important, and least understood, element of achieving often able to brand reach and resonance on Facebook. The idea behind amplification is that Fans double the who are reached with brand messages can also serve as a conduit for brand exposure reach of their to Friends within their respective social networks. Because the average Facebook Fan has hundreds of Friends, each person has the ability to potentially reach dozens of Page Posts Friends with earned impressions through their engagement with brand messages. through Friends Due to factors like Fan Reach, the average brand message from the Top 1,000 of Fans. brands on Facebook is able to deliver an actual amplification of 81x if their efforts are maximized. In practice, while organic virality at times falls short of this ideal scenario, brands are often able to double the reach of their Page Posts through Friends of Fans. To help brands maximize the effect engagement can have on reach Facebook offers Sponsored Stories, a means for promoting brand engagement to users’ Friends. One way to quantify how brands are performing in terms of brand amplification is with the Amplification Ratio, a metric that divides the number of Friends of Fans reached by the number of Fans reached with earned media, or the number of impressions reaching each of these segments. An analysis of the top Facebook brands was conducted to determine their respective Amplification Ratios as a way of establishing some basic benchmarks around how top brands perform on this dimension. The top ten corporate brands3 had an average Amplification Ratio average of 1.05 (Range: 0.42 to 2.18). The top 100 brands (excluding Celebrities & Entertainment) had an average Amplification Ratio of 0.84 (Range: 0.06 to 2.87). Figure 1 Fans & Friends of Fans’ Earned Impressions and Amplification Ratios for Selected Leading Facebook Brands Source: comScore Social Essentials, U.S., March 2012 70 2.5 Social Impressions (MM) 60 2.0 Amplification Ratio 50 40 1.5 30 1.0 20 0.5 10 0 Fan Impressions friend of Fan Impressions Amplification Ratio 3 http://adage.com/article/digital/study-1-facebook-fans-engage-brands/232351/ 9
  • 10. How Social Marketing Works: Holiday Retail Case Study The 2011 While the link between Fan and Friend brand engagement strengthens with each holiday season empirical analysis of brands across categories, there remains a need to understand presented an how exposure might actually drive behavior rather than simply being correlated with it. opportunity to The 2011 holiday season presented an opportunity to further evaluate how social further evaluate marketing works to drive quantifiable sales results for retailers. The analysis examined how social the social media presence of four leading retailers – Amazon, Best Buy, Target and Walmart – to determine how their social assets were leveraged to engage, and marketing hopefully influence, customers during the all-important holiday season. works to drive Most of these retailers were highly active with their social marketing programs on quantifiable Facebook, in some cases soliciting customers and potential customers to become a sales results for Fan in order to get a sneak peak at their Black Friday “door-buster” deals. This creative retailers. tactic not only enabled the retailers to significantly expand their Fan bases, but it also had the ability to generate significant amplification of brand exposure as Friends of Fans were alerted to their Friends’ newfound brand associations. In order to quantify the effect of this amplification effect, the amplification ratios for the holiday season’s heaviest promotional week covering Black Friday and Cyber Monday (week ending November 30, 2011) were compared to a typical week in October serving as a baseline (week ending October 19, 2011). The baseline amplification ratios for each of the four brands in the baseline period ranged from 0.31 to 0.50, but during the holiday promotional period these ratios jumped significantly, ranging from 0.67 to 1.76. In each brand’s case, the ratios grew by a factor of at least 2.2x from the baseline period, suggesting that the concentrated promotional period extended the reach to Friends of Fans and generated brand awareness during a seminal time in most consumers’ purchase consideration process for the holiday season. 10
  • 11. Figure 2 201 Holiday Retail Promotion Analysis 1 Amazon Fans Amplification Ratios: Friends of Fans Reached to Fans Reached spent more than Source: comScore Social Essentials, U.S., October-November 2011 twice as much 2.00 at Amazon as 1.76 1.80 the average 1.60 1.53 Internet user. Amplification Ratio 1.40 1.20 1.00 0.92 0.80 0.67 0.60 0.50 0.45 0.40 0.31 0.34 0.20 2.2x 2.7x 3.5x 3.4x 0.00 amazon best buy target walmart Week Ending Oct. 19 Week Ending Nov. 30 This illustration highlights the viral impact of earned exposure and how social marketing tactics can be effectively deployed during important time periods for particular brands. One can imagine the many analogous scenarios in which brand marketers might want to employ similar tactics during their most important seasons: film production companies during the kick-off to the summer movie season, broadcast networks in the lead-up to the new fall TV season, retailers during the back-to-school shopping season, or CPG companies for big holiday weekends such as Memorial Day, Labor Day and Thanksgiving. While this retail example highlights the virality of promotions driving quantifiable lift in earned media brand amplification, it does not immediately provide an indicator of the impact this additional exposure might have on purchase behavior. The next phase of this analysis examines both the online and offline purchase patterns of the exposed Fan and Friend of Fan segments compared to the Total Internet baseline for the full holiday season period of November and December 2011. The results showed significantly higher rates of purchase among Fans. Amazon Fans spent more than twice as much at Amazon as the average Internet user (spending index = 209) while exposed Friends of Fans spent 8 percent more, suggesting strong brand affinity but not as strong a persuasion effect – which may in part reflect Amazon’s less active promotional strategy compared to other retail brands (due to not having in-store sales events). For the three multichannel brands – Best Buy, Target and Walmart – similarly strong spending indices were evident among Fans, but the brands also had stronger spending indices among Friends of Fans, perhaps reflecting their strong promotional efforts. Best Buy had a particularly strong Friend of Fan spending index of 204. 11
  • 12. Figure 3 Fans & Friends of Fans: Spending Index for Leading Retail Brands Online & In-Store Purchase Behavior Source: comScore Social Essentials, U.S., November-December 2011 300 250 231 209 204 197 200 spending index 160 151 150 108 116 100 50 0 amazon best buy target walmart FAns friends of fans Index of 100 = Segment spent as much, on average, as the general population This empirical evidence that exposed Fans and Friends of Fans have higher spending behavior – across both online and in-store channels – strongly supports the importance of reaching these buyer segments. They are substantially more valuable consumers in terms of actual purchase behavior whether or not earned media exposure actually influenced their purchase decisions. While this research adds weight to the importance of social media, it also brings an important questions to the forefront – are the elevated spend levels among Fans and Friends of Fans the result of the messaging or a pre-disposition among these segments? Put another way, if relying solely on this data, the age-old “correlation or causation” question would be left very much unanswered. 12
  • 13. How Earned Media Exposure Drives Behavior Calculating Social Marketing Lift & ROI Many brand marketers today do not feel well-equipped to effectively measure social marketing ROI. According to Chief Marketer’s 2011 Social Marketing Survey, by far the most mentioned metric for measuring social media success was the number of people linking as Fans, Followers or “Likes,” at 60 percent of respondents, while 25 percent indicated incremental sales attributable to social media was a method used to measure success.4 In other words, they are more likely to use metrics that are simple and readily available rather than metrics that quantify performance against their actual marketing goals. The following research aims to close this current gap in understanding by demonstrating the incremental purchase behavior that can be attributed to branded social media exposure – from both organic and paid brand activity. Several brands were analyzed in terms of how consumers’ exposure to paid and earned media drove lifts in purchase behavior. Framework for Measuring Lift from Earned Media Exposure To better understand the behavioral impact, methods were needed to isolate the causal effects of earned and paid social media exposure on consumer behavior. The initial analytical approach used was to apply the concepts of online ad effectiveness measurement using a traditional test vs. control-based methodology. Matching the test and control groups in these scenarios is especially important. When pure experimental design is not possible or practical in ad effectiveness measurement, employing pseudo- or matched-control using a range of demographic and behavioral variables is typically sufficient. For the subsequent analyses, however, the number of variables on which matching was conducted was expanded to include not only demographic variables but also Facebook.com engagement, as well as pre-exposure engagement and spending with the measured brand. Starbucks Example: Earned Media Exposure Effect on In-Store Purchasing Using the test vs. control methodology, the in-store purchase behavior of exposed Fans and Friends were compared to the control group for each of the 4 weeks subsequent to exposure. The results illustrated in the chart below show the increase in purchase incidence among the exposed group as compared to the control group and were statistically significant at a 90-percent confidence level for each of the four time periods analyzed. The test and control groups had nearly identical rates of purchase incidence in the 4-week pre-exposure period. The test results show that by the conclusion of the fourth week after exposure, the test group had a purchase incidence of 2.12 percent, 0.58 percentage points higher than the 1.54 percent incidence in the control group. Also significant is the fact that the nominal lift in purchase incidence increased in each week following exposure, highlighting the latent effects of exposure in driving purchase behavior. http://chiefmarketer.com/site-files/chiefmarketer.com/files/archive/chiefmarketer.com/images/2011SocialMarketingSurvey.pdf 4 13
  • 14. Figure 4 Starbucks Fans & Friends of Fans In-Store Purchase Behavior: % of Exposed Group vs. Control Group Purchasing Starbucks Weeks 1-4 Following Earned Media Exposure Source: comScore Social Lift, U.S., February-March 2012 % Reach of Exposed and Control Groups 2.40% 1.60 2.12% Nominal Lift in Purchase Incidence 1.40 2.00% 1.80% 1.20 1.60% 1.54% 1.36% 1.00 1.30% 1.20% 0.80 1.00% 0.58 0.83% 0.50 0.60 0.80% 0.66% 0.36 0.40 0.40% 0.17 0.20 0.00% 0.00 week1 week1-2 week1-3 week1-4 nominal lift test group control group Another way to interpret these results is to say that within 4 weeks of exposure, there was a 38 percent lift in purchase incidence among the exposed group (2.12 divided by 1.54). With the potential for earned media exposure to drive such valuable lifts in the desired consumer behaviors – most notably in-store purchase – clearly brands can realize measurable social marketing ROI by evaluating the social lift of these impressions. 14
  • 15. Target Example: Earned Media Exposure Effect on In-Store and Online Purchasing A methodology similar to that employed in the above Starbucks example was used to investigate the impact of earned media exposure on online and in-store purchasing at Target, with the results showing a similar lift in purchasing among both Fans and Friends of Fans. Compared to the control group, Fans of Target were 19 percent more likely to purchase at Target in the four weeks following exposure to earned messages (99 percent confidence level). To an even greater degree, Friends of Fans were also more likely to buy at Target with a lift of 27 percent compared to the control group. As in the previous example, the methodology ensured that the test and control groups had nearly identical levels of purchasing in the four weeks prior to exposure. Figure 5 Target Fans & Friends Of Fans: Lift In Online/Offline Buyer Penetration Four Weeks Following Earned Media Exposure Source: comScore Social Lift, U.S., February-March 2012 4.5% 4.0% 3.9% 4.0% 3.8% 3.5% 3.3% 3.3% 3.0% 3.0% 2.5% 2.0% +19% +27% +21% 1.5% 1.0% 0.5% 0.0% fans friends of friends combined control test 15
  • 16. Retail Example: Facebook Premium Ad Exposure Effect on In-Store and Online Purchasing These past examples have illustrated earned media can have a significant impact on exposure, but it is also worth exploring whether or not paid advertising on Facebook can deliver ROI. Leveraging the AdEffx product suite, comScore has conducted thousands of attitudinal and behavioral lift studies on paid online ad campaigns on behalf of many clients (including publishers, advertisers, and agencies), which often show statistically significant lifts in the measured response. The following example, which examines the impact of a paid ad campaign running on Facebook, was commissioned by Facebook. A recent study of a large retailer examined the effects of exposure to Facebook Premium Ads on in-store and online purchase behavior. This example used test-and-control matching based on a variety of demographic and online behavioral variables to ensure comparability between groups. The results showed statistically significant lifts in the incidence of both online and in-store purchase at a 95-percent confidence level. In the fourth week following exposure, the incidence of in-store purchase for the brand was 1.47 percent, representing a 16-percent lift vs. the control group’s 1.27 percent incidence. While lower in overall incidence, online purchase behavior saw an even stronger relative lift of 56 percent from 0.39 percent to 0.61 percent incidence. Figure 6 Retailer Premium Facebook Ad Lift: % of Exposed Group Purchasing Online and In-Store Weeks 1-4 Following Paid Media Exposure Source: comScore AdEffx Action Lift, U.S., September-December 2011 1.60% 1.47% 1.40% 1.18% 1.27% 1.20% 1.00% 0.84% 1.00% 0.80% 0.60% 0.69% 0.49% 0.61% 0.46% 0.38% 0.40% 0.37% 0.39% 0.20% 0.19% 0.32% 0.11% 0.20% 0.00% week1 week1-2 week1-3 week1-4 online - test online - control in-store - test in-store - control These results highlight the ability of Facebook paid ads to drive purchase in the weeks following exposure. For a medium that is often noted as having below average display ad click-through rates, the ability to understand effectiveness as a result of exposure (i.e. view-through effectiveness) and independent of a user clicking on an ad offers critically important context for understanding marketing effectiveness on social media channels. 16
  • 17. The Future of Social Marketing Measurement The research included in this white paper has aimed to illuminate how social media marketing works and provide brands with the frameworks to quantify earned media on Facebook, analyze how it ties to broader marketing objectives and evaluate its impact and ROI. Despite significant recent advancements in social media measurement, the collective understanding of this dynamic and emergent marketing channel is still in its nascent stages. Only through continued experimentation, quantification and optimization will brands begin to realize the full value of this medium. Areas for Further Study & Consideration For the social marketing discipline to continue its evolution and create even greater value for brands, several avenues of additional research and exploration promise to improve the understanding of the value of social media and enhance its ability to produce improved social ROI. The following areas of research represent some of the more promising possibilities: Paid + Earned Media Synergy and Optimization Given their respective weights within the digital marketing mix, brands should seek to better understand how to optimize the use of paid and earned media. Does exposure to these different marketing stimuli have a synergistic effect, as has been observed with other digital media such as search and display? How can brands leverage paid advertising strategies, such as Facebook’s Sponsored Stories, to surface marketing messages to a greater number of Friends of Fans to help drive brand engagement and purchase behavior? Market Mix Modeling Using the Social GRP For brands interested in evaluating social media’s relative importance in the marketing mix, there is an opportunity to adopt the Social GRP as a standard variable in their marketing mix models. With earned social impressions able to achieve a comparable scale to paid display advertising, any brand with a notable social presence that ignores the Social GRP in these models risks overlooking a critical variable in determining sales performance. Socially-Targeted Marketing and Advertising Campaigns The influx of behavioral targeting networks continues to improve the efficiency of ads reaching advertisers’ desired audiences. While a variety of behavioral variables can help deliver improved ROI, there is an opportunity to develop models to more efficiently target audiences with characteristics similar to brand Fans and Friends of Fans. The ability to model Fans can help brands deliver ad campaigns at scale to those with the greatest likelihood of having a strong brand affinity. By modeling Friends of Fans, brands can deliver campaigns against those who may be more easily persuaded to engage with or purchase the brand. Each of these proposed areas of research offer to provide new insights for brand hoping to shed new light on how social marketing works and effectively leverage social as part of their marketing mix. Brands interested in exploring these and other related research opportunities, please email us at learnmore@comscore.com. 17
  • 18. Appendix Methodology & Definitions Data Sources Data in this paper was collected and analyzed using the comScore Social EssentialsTM 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 Most of the analysis in this paper is based on 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 Brand Page wall and may also appear in the News Feed 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. Nicole Likes Columbia Sportswear) and become visible either on a Friend’s wall or in the News Feed. These stories may appear to Fans and Friends of Fans. 3. Sponsored Stories These paid impressions are similar to Stories about Friends, but they have been actively distributed more broadly and appear to Fans and Friends of Fans in the News Feed or in the right-hand column. 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. Nicole Likes Columbia Sportswear, appearing at the bottom of the ad unit). 18
  • 19. Facebook Fan & Friend of Fan Segments Analysis in this white paper also centers on a few different types of user segments within Facebook – Fans and Friends of Fans – in relation to the total Internet population. While other measurement of Facebook Fans often focus on counts of the total number of accrued Fans, this analysis instead focuses on those people in the particular Facebook audience segments who are exposed to earned brand impressions within the given reporting period. The following describes in detail these audience segments: • Fans This user segment is based on users who have affirmatively stated their affinity for a particular brand by “liking” that brand and are exposed to earned brand impressions. Over a given period, a subset of the total Fan base has actually been exposed to such impressions. • 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. 19
  • 20. 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 solutions for the measurement of online ads and audiences, media planning, website analytics, advertising effectiveness, copy-testing, social media, search, video, mobile, cross-media, e-commerce, and a broad variety of emerging forms of digital consumer behavior. comScore services, which now include the product suites of recent acquisitions AdXpose, Nedstat, Nexius XPlore, ARSGroup and Certifica, are used by more than 1,800 clients around the world, including global leaders such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, France Telecom, Financial Times, Fox, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon Services Group, ViaMichelin and Yahoo!. For more information, please visit www.comscore.com, FOR FURTHER INFORMATION, call 866.276.6972 or email learnmore@comscore.com. PLEASE CONTACT: Andrew Lipsman comScore, Inc. +1 312 775 6510 press@comscore.com Carmela Aquino Stay Connected comScore, Inc. +1 703 438 2024 press@comscore.com Follow @comscore 20