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The State of Social Media
 Online Marketing Institute London, Feb 2012

 Mike Shaw
 Director, Marketing Solutions
comScore’s Innovative Approach Revolutionizes
Measurement

    2 Million Person Panel                           PERSON-Centric Panel with
 360°View of Person Behavior                         SITE-Census Measurement




                                                        PANEL                            CENSUS




                                                       Unified Digital Measurement™ (UDM)
                                                              Patent-Pending Methodology
                                                         Adopted by 90% of Top U.S. Media Properties


               © comScore, Inc.   Proprietary.   2                                                     V1011
It is difficult to overstate the importance of social media


 Usage is nearly ubiquitous
 Social media is impacting:
 – Geopolitics: Tunisia, Egypt, Libya, etc
 – US politics: 2008 election, and soon the 2012 election
 – Retail: Groupon visitation is up 250% versus the previous year
 – Marketing: Facebook is the single largest server of display inventory
   on the web
 – Consumer behavior: Social media accounts for 18% of all time spent
   online
 The web’s connective tissue: hyperlinks  social connections



                © comScore, Inc.   Proprietary.   3
Percentage of Machines Included in UDM Measurement
                More than half of local online populations
                           engage in social networking.
   North America              North America                Europe           Middle East & Africa              Asia Pacific


Canada            94%     Argentina            96%   Austria          86%   Israel            94%        Australia          96%
United States     98%     Brazil               97%   Belgium          93%   South Africa      88%        China              53%
                          Chile                94%   Denmark          94%                                Hong Kong          93%
                          Colombia             96%   Finland          91%                                India              95%
                          Mexico               96%   France           91%                                Indonesia          94%
                          Peru                 96%   Germany          90%                                Japan              58%
                          Puerto Rico          90%   Ireland          95%                                Malaysia           94%
                          Venezuela            96%   Italy            93%                                New Zealand        95%
                                                     Netherlands      94%                                Philippines        96%
                                                     Norway           89%                                Singapore          94%
                                                     Poland           95%                                South Korea        87%
Percentage of Online Population                      Portugal         96%                                Taiwan             94%
Using Social Networking                              Russia           88%                                Vietnam            85%
                                                     Spain            98%
around the World*                                    Sweden           93%
% Reach of Online Population                         Switzerland      90%
                                                     Turkey           96%
* Data is based on the 43 countries on which         United Kingdom   98%
comScore reports individually.

                                                                                           Source: comScore Media Metrix, October 2011
The Rise of the Global
Social Networking Audience
1,600
                                                                            +88%
1,400                                                                       Total Internet

1,200
                                                                            +174%
1,000                                                                       Social
                                                                            Networking
 800

 600

 400

 200
                             Worldwide Total Unique Visitors (MM)
   0
        2007   2008   2009           2010          2011

                                                  Source: comScore Media Metrix, March 2007 - October 2011
1
  Nearly in 5 minutes online
  is spent on social networks today.
                 2008                  2009   2010                                2011

35
                                                                          Social Networking

30                                                                   Search/Navigation

                                                                Retail
25
                                                          Communications (Email/IM)

                                                  Other Content




Time Spent on Key Categories Online
Worldwide Hours per Month (Billions)

                                              Source: comScore Media Metrix, March 2007 - October 2011
1/3 of the world‟s social
    Middle East -
       Africa                            networkers are in
         9%                                   Asia Pacific.
                                   Asia Pacific

                                   33%
            Regional Share of
Europe
           Total Unique Visitors
30%        to Social Networking


                       Latin America
         North America      10%
             18%
                                                  Source: comScore Media Metrix, October 2011
Yet 5 of the most engaged markets for
social networking are in Latin America.
                                              Average Hours per Visitor
11.1   10.7   10.4   10.2   9.8
                                  8.7   8.5    8.3            7.9            7.7




                                              Source: comScore Media Metrix, October 2011
7.6                      Average Hours per Person in Latin America
                            Spent on Social Networking


  2.9                Average Hours per Person in Asia Pacific
                     Spent on Social Networking




                                                                          %
        7.6           7.2        7.0
                                           6.4


                                                       2.9

      Latin      Middle East    Europe    North    Asia Pacific
     America       - Africa              America

Average Engagement with Social Networking by Region
Average Hours per Visitor

                                                              Source: comScore Media Metrix, October 2011
Social Media sites draw more UK visitors than retail,
e-mail, and news sites


                                                % Reach
 100   95.3   93.5                89.5
  90
  80                                               73.7
  70                                                                64.2          63.7
  60                                                                                     51.0
  50
  40
  30                                                                                            20.2
  20
  10
   0



                                   Source: comScore Media Metrix, January, 2012




              © comScore, Inc.   Proprietary.            10
The Growth of Today‟s Social Networking Leaders
               2008               2009   2010                             2011

900

800

700                    Facebook

600                    Twitter

500                    LinkedIn

400

300


Total Unique Visitors (MM)



                                            Source: comScore Media Metrix, March 2007 - October 2011
Google+ surged to 25 million visitors in less than
      a month – faster than any other social network.
                                           Months to Reach 25 Million Visitors
0          5           10   15        20         25                  30                    35

    <1 month to             Google+    MySpace         Twitter              Facebook
    reach 25 million




                                                       Total Unique Visitors (MM)


                                                      Source: comScore Custom Analytics, July 2011
Social Media‟s Online
Audience
Across all regions,
      women are more social.
                                                                        8.2
       Latin America
                                                                 6.9
                                                                        8.2
              Europe
                                                           6.3
                                                                       7.9
      North America
                                                          6.0
                                            3.3
         Asia Pacific
                                      2.7
                                                            6.5
          Worldwide
                                                    5.0

                            Females 15+      Males 15+


Average Engagement with Social Networking by Gender
Average Hours per Visitor


                                                                        Source: comScore Media Metrix, October 2011
Males and users 55+ represent the fastest
          growing segment in social networking.
             +5.0
                             +8.0                            +8.4                                                           +5.3
                  84.4%                      +8.4                                  +9.4               +9.3                       83.9%
                                  83.0%                           82.9%
                                                                                                          81.0%
          79.4%                                   80.0%                             79.9%
                                                                                                                        78.7%
% Reach




                          75.0%                           74.6%
                                          71.6%
                                                                            70.6%                 71.7%




          Age 15-24       Age 25-34       Age 35-44       Age 45-54           Age 55+                Males                Females

              July-10             October-11


                                                                                 Social Networking Penetration Among
                                                                                      Worldwide Demographic Groups
                                                                                                             % Reach

                                                                          Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010
Women still spend more time on social than men, but
the gender gap is narrowing for younger demographics.
                                           4.9
      Age 55+
                              2.7
                                                       6.4                    Females
    Age 45-54
                                     3.9
                                                                              Males
                                                 5.6
    Age 35-44
                                     3.9
                                                 5.8
    Age 25-34
                                           4.9
                                                                    8.6
    Age 15-24
                                                             7.5
                            Average Hours per Visitor

Social Networking Engagement Among
Worldwide Demographic Groups
Average Hours per Visitor

                                                                   Source: comScore Media Metrix, Worldwide, October 2011
saw the largest decline in
                                                engagement with web-based
15-24 year olds                                 email and instant messaging
              34%
                                 25%
                                                                                 21%
                                                     15%                                                        12%
                                                                                                       1%

                                               -4%                      -3%
                           -8%

       -22%
                    -32%                                     -34%
                                        -37%                                                -36%
-42%
   Age 15-24          Age 25-34             Age 35-44              Age 45-54                        Age 55+

                                       Instant Messengers           Email               Social Networking

Change in Average Time Spent with Content Category
by Age Segment
                                                        Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010
…but also saw the highest
                                                 increase in engagement with
                                                 social networking.
              34%
                                 25%
                                                                                 21%
                                                     15%                                                        12%
                                                                                                        1%

                                               -4%                      -3%
                           -8%

       -22%
                    -32%                                     -34%
                                        -37%                                                 -36%
-42%
   Age 15-24          Age 25-34             Age 35-44              Age 45-54                        Age 55+

                                       Instant Messengers            Email               Social Networking

Change in Average Time Spent with Content Category
by Age Segment
                                                        Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010
For digital natives,                             Social
                                               Networking

social networking                                    483.0

is the norm.          Instant
                    Messengers



                           264.7


          Email


           67.1


          Average Minutes per Visitor (15-24)

                     Source: comScore Media Metrix, Worldwide, October 2011
Social Media‟s Impact on
Marketing
3Facebook‟s worldwide site rank

           Facebook‟s global
55%        penetration




                      Source: comScore Media Metrix, October 2011
3   in 4 minutes on social networking
    sites are spent on Facebook




1
     in 7 minutes spent online
     are spent on Facebook




                           Source: comScore Media Metrix, October 2011
Today, there are only 7 markets where
Facebook is not the leading social network.


                                      Russia
                       Poland
                                             Japan
                           China
                                          South Korea
                                       Vietnam
              Brazil




                                   Source: comScore Media Metrix, October 2011
Facebook is the largest publisher
                              of online display ad impressions,
                  attracting a “long tail” of smaller advertisers.
Publisher Share of Display Ad Impressions
                                                  Source: comScore Ad Metrix, U.S., Q3 2011
Despite Social Networking‟s leadership in
   the display ad market, it is not yet
   attracting its fair share of online ad dollars.
                                                27.7%          Display Ad Impressions


                                  20.7%        Page Views


                         16.9%           Time Spent Online


                    14.8%         Display Ad Estimated Spending

Social Networking Share of Key Metrics
                                                        Source: comScore Ad Metrix and Media Metrix, U.S., October 2011
75% of ads will become socially enabled by 2015


  Google makes 7 predictions for display advertising market by 2015

       1. 50% of online ads will have video in them

       2. 50% of all targeted display advertising will rely on real-time bidding

       3. Mobile will become #1 screen for advertising

       4. New metrics will emerge to measure success of ad campaigns

       5. 75% of ads will become socially enabled

       6. 50% of brand campaigns will run rich media in ads

       7. Display advertising will become a $50 billion industry

                                                  Source: Google's Seven Display Ad Predictions
                                                  http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=136685



                © comScore, Inc.   Proprietary.     26
1 out of 12 display ads are socially-enabled.
Among CPG advertisers, 1 out of 6
display ads are socially-enabled.
                         Socially
                         Enabled,
                          8.2%                                            Socially
                                                                          Enabled,
                                                                 Display Ad16.7%
                                                                            $

    Display Ad Impressions
         Total Internet                 Display Ad Impressions
                                           CPG Advertisers


                                  All
  All Other,                     Other,
   91.8%                         83.3%




                       Source: comScore Ad Metrix Social, U.S., November 2011
Are Facebook Brand Pages the new microsite? Yes, if
CPG advertisers are any indication



      Click Through Destination for New CPG Banner Ads
                  NOT Running on Facebook



                                                       Facebook, 15%



                                                        Amazon, 6%
      All Other, 76%
                                                       YouTube, 3%




                © comScore, Inc.   Proprietary.   28
Leading Brands on Facebook Globally

        Leading brand pages by fan volume include FMCG, technology, clothing & leisure

40.0
                                                         Global Facebook Fans (m)
       34.4
35.0

30.0
              25.3
25.0                 23.1 22.4
                                 20.8
                                         19.3
20.0                                                17.4
                                                               15.6 15.3
                                                                           14.3
15.0                                                                              12.3 12.2
                                                                                            11.3 11.3 11.2 10.7 10.5 10.5 10.4
                                                                                                                               10.2
10.0

 5.0

  -




                                                                                                 Source: Facebook fan pages & www.famecount.com,
                                                                                                 September 2011
                             © comScore, Inc.   Proprietary.               29
The Power of Like: White Paper from comScore &
Facebook




                                                    To download white paper please visit
                                                         www.comscore.com/like




             © comScore, Inc.   Proprietary.   30
49% of time spent on Facebook is spent on the Newsfeed
and Profile pages


         Share of Time Spent on Facebook.com by Content Section
                          Source: comScore Mediabuilder, U.K., Dec 2011




             29%                                   32%                    Homepage/News
                                                                          Profiles
                                                                          Photos
                                                                          Apps/Tools
            6%                                                            All Other
                                                 17%
                       17%




               © comScore, Inc.   Proprietary.     31
Brands control the three basic levers that will
determine social media marketing success.
                       Many brands don’t consider
                        these intermediary steps




                Brand         Fans “Talk       News Feed    Goal: Max
Get Fans      Messages         About”           Content
 (Who are    Reach Fans       News Feed        Spreads to    Reach,
  they?)                                                      ROI
            in News Feed       Content          Friends




     1. Cut-Through 2. Engagement 3. Amplification
The vast majority of brand exposure happens in the
Newsfeed and on Profile pages


      Starbucks received 156 impressions for every 1 page view on their
                                brand page
          Starbucks, Southwest & Bing: Ratio of Facebook Impressions for Fans & Friends of
                              Fans to Page Views on Brand Fan Pages
                                                Source: comScore Social Essentials, U.S., May 2011
180

160
                 156
140

120

100

 80

 60
                                                                         42                          45
 40

 20

  0

               Starbucks                                          Southwest                          Bing



                        © comScore, Inc.   Proprietary.                33
Understanding How Facebook Works For Brands


     Facebook Fans are NOT regular visitors to Facebook Fan
   Pages. Marketers need to reach out to Fans in their News Feed
                      with relevant content!


                                                                 Monthly Unique Visitors
     Brand                                        No. of Fans
                                                                 To Facebook Fan Pages
    Coca Cola                                     24.0 Million                   39,000

     Oreos                                        17.5 Million                 137,000

    Best Buy                                       2.7 Million                 175,000

                                                                   Source: comScore, US data, Oct 2011




                © comScore, Inc.   Proprietary.        34
Friends of Fans represent a way for brands to efficiently
 amplify their reach substantially beyond Fans


                                                    Earned
     FANS     Exposed Fans                                        Reach     Frequency     GRP
                                                  Impressions

Southwest                  661K                       2,457K      0.3%              3.7    1.1
Bing                     1,070K                       3,353K      0.5%              3.1    1.6
Starbucks                4,841K                      13,664K      2.2%              2.8    6.3


                                                    Earned
   FRIENDS   Exposed Friends                                      Reach     Frequency     GRP
                                                  Impressions

Southwest                 853K                        1,460K      0.4%              1.7    0.7
Bing                    2,035K                        3,183K      0.9%              1.6    1.5
Starbucks               8,846K                       18,073K      4.1%              2.0    8.4

                                                        Friends expand Fans Reach
                                                            by 33%   to 86%

                © comScore, Inc.   Proprietary.        35
Fans and Friends of Fans exposed to earned brand
  impressions on Facebook exhibit higher brand
  engagement, than the average user




                                      Friends

                                                       Friends



                                                                                             Friends


Baseline
Internet User




                                                                 Source: comScore Social Esessentials
                                                                     May2011




                © comScore, Inc.   Proprietary.   36
Brand Exposure in Social Media Tends To Lead To
Significantly Higher Usage of Owned Media



                                                             Football club website reach amongst UK Internet Users

30.0
                                           26.9

25.0                                                                                                                           23.2

20.0                                                                                              18.7


15.0


10.0
                             7.6
                                                                                            6.6                         6.8

 5.0
             1.6                                                              1.4                            1.3
 0.0
            Total        Exposed Exposed                                      Total    Exposed Exposed       Total    Exposed Exposed
          Internet       Friend of Fan                                      Internet   Friend of Fan       Internet   Friend of Fan
                            Fan                                                           Fan                            Fan

Source: comScore Social Essentials, July 2011




                                          © comScore, Inc.   Proprietary.              37
Exposed Fans also tend to spend more at Starbucks than
the average Internet user


  Starbucks: Fans & Friends of Fans Purchase Activity vs. Average Internet User
                            Source: comScore Social Essentials, U.S., May 2011


  12%                                                                            11%

  10%
                                     8%
   8%

   6%

   4%

   2%

   0%
                Spending per Buyer                                 Transactions per Buyer

                  © comScore, Inc.   Proprietary.   38
And Finally…
Mobile Social Networking: U.S. Smartphone Owners Lead
the Way

           63.3% Smartphone                                                          44.5% Smartphone
          owners accessed at least                                                 owners accessed at least
              once in month                                                            once in month




            61.5% Smartphone                                                        38.4% Smartphone
          owners accessed at least                                                 owners accessed at least
              once in month                                                            once in month




            60.7% Smartphone                                                         37.9% Smartphone
          owners accessed at least                                                 owners accessed at least
              once in month                                                            once in month




           47.4% Smartphone                                                         34.7% Smartphone
          owners accessed at least                                                owners accessed at least
              once in month                                                           once in month

                                                     Product: MobiLens
                                                     Data: Three month average ending September 2011*
                                                     (*with the exception of Japan , Canada - 1 month data September 2011)
              © comScore, Inc.   Proprietary.   40
                                                     Country: US, N= 30,659, EU5, N= 67,003, JP, N= 5,000 , CA, N= 5,500
Smartphones drive mobile social networking use.
             64.1%



                                     45.2%
    38.8%                                          40.4%
                                                                36.5%

                           23.1%
                                                                                                25.4%
                                                                                   22.8%




         U.S.                    EU5

   Accessed Social Networking Site or Blog
   Almost Every Day                                        U.S.                            EU5

   Accessed Social Networking Site or Blog Ever     Accessed Social Networking via App
   in a Month
                                                    Accessed Social Networking via Mobile
                                                    Browser
% of Smartphone Audience
                                                  Source: comScore MobiLens, 3 Month Average Ending October 2011*
Tablets and Connected Devices:
The Future of Mobile Social Networking?
Incremental Reach and Duration of Time Spent on Selected
Categories Relative to Computer Use for iPhone and iPad Owners

                      Incremental Reach        Incremental Duration
     Total Internet   0.2%                               2.0x

             Maps                               56.8%    9.2x

 News/Information                 28.9%                  1.6x

            Email              23.6%                     1.9x

Social Networking      12.5%                             2.8x

            Retail    8.7%                               2.5x

                                                        Source: comScore Custom Analytics, U.S., September 2011
Summary


• Social networking is the most popular online activity worldwide
• It‟s not just young people using social networking anymore – it‟s everyone
• The importance of Facebook cannot be overstated
• „Digital natives‟ suggest communications are going social
• Social networking leads in online display advertising volumes, but lags in
corresponding share of budget
• Mobile devices are fueling the social addiction
Thank You
   Mike Shaw
   Director, Marketing Solutions




   mshaw@comscore.com

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The State of Social Media 2012

  • 1. The State of Social Media Online Marketing Institute London, Feb 2012 Mike Shaw Director, Marketing Solutions
  • 2. comScore’s Innovative Approach Revolutionizes Measurement 2 Million Person Panel PERSON-Centric Panel with 360°View of Person Behavior SITE-Census Measurement PANEL CENSUS Unified Digital Measurement™ (UDM) Patent-Pending Methodology Adopted by 90% of Top U.S. Media Properties © comScore, Inc. Proprietary. 2 V1011
  • 3. It is difficult to overstate the importance of social media  Usage is nearly ubiquitous  Social media is impacting: – Geopolitics: Tunisia, Egypt, Libya, etc – US politics: 2008 election, and soon the 2012 election – Retail: Groupon visitation is up 250% versus the previous year – Marketing: Facebook is the single largest server of display inventory on the web – Consumer behavior: Social media accounts for 18% of all time spent online  The web’s connective tissue: hyperlinks  social connections © comScore, Inc. Proprietary. 3
  • 4. Percentage of Machines Included in UDM Measurement More than half of local online populations engage in social networking. North America North America Europe Middle East & Africa Asia Pacific Canada 94% Argentina 96% Austria 86% Israel 94% Australia 96% United States 98% Brazil 97% Belgium 93% South Africa 88% China 53% Chile 94% Denmark 94% Hong Kong 93% Colombia 96% Finland 91% India 95% Mexico 96% France 91% Indonesia 94% Peru 96% Germany 90% Japan 58% Puerto Rico 90% Ireland 95% Malaysia 94% Venezuela 96% Italy 93% New Zealand 95% Netherlands 94% Philippines 96% Norway 89% Singapore 94% Poland 95% South Korea 87% Percentage of Online Population Portugal 96% Taiwan 94% Using Social Networking Russia 88% Vietnam 85% Spain 98% around the World* Sweden 93% % Reach of Online Population Switzerland 90% Turkey 96% * Data is based on the 43 countries on which United Kingdom 98% comScore reports individually. Source: comScore Media Metrix, October 2011
  • 5. The Rise of the Global Social Networking Audience 1,600 +88% 1,400 Total Internet 1,200 +174% 1,000 Social Networking 800 600 400 200 Worldwide Total Unique Visitors (MM) 0 2007 2008 2009 2010 2011 Source: comScore Media Metrix, March 2007 - October 2011
  • 6. 1 Nearly in 5 minutes online is spent on social networks today. 2008 2009 2010 2011 35 Social Networking 30 Search/Navigation Retail 25 Communications (Email/IM) Other Content Time Spent on Key Categories Online Worldwide Hours per Month (Billions) Source: comScore Media Metrix, March 2007 - October 2011
  • 7. 1/3 of the world‟s social Middle East - Africa networkers are in 9% Asia Pacific. Asia Pacific 33% Regional Share of Europe Total Unique Visitors 30% to Social Networking Latin America North America 10% 18% Source: comScore Media Metrix, October 2011
  • 8. Yet 5 of the most engaged markets for social networking are in Latin America. Average Hours per Visitor 11.1 10.7 10.4 10.2 9.8 8.7 8.5 8.3 7.9 7.7 Source: comScore Media Metrix, October 2011
  • 9. 7.6 Average Hours per Person in Latin America Spent on Social Networking 2.9 Average Hours per Person in Asia Pacific Spent on Social Networking % 7.6 7.2 7.0 6.4 2.9 Latin Middle East Europe North Asia Pacific America - Africa America Average Engagement with Social Networking by Region Average Hours per Visitor Source: comScore Media Metrix, October 2011
  • 10. Social Media sites draw more UK visitors than retail, e-mail, and news sites % Reach 100 95.3 93.5 89.5 90 80 73.7 70 64.2 63.7 60 51.0 50 40 30 20.2 20 10 0 Source: comScore Media Metrix, January, 2012 © comScore, Inc. Proprietary. 10
  • 11. The Growth of Today‟s Social Networking Leaders 2008 2009 2010 2011 900 800 700 Facebook 600 Twitter 500 LinkedIn 400 300 Total Unique Visitors (MM) Source: comScore Media Metrix, March 2007 - October 2011
  • 12. Google+ surged to 25 million visitors in less than a month – faster than any other social network. Months to Reach 25 Million Visitors 0 5 10 15 20 25 30 35 <1 month to Google+ MySpace Twitter Facebook reach 25 million Total Unique Visitors (MM) Source: comScore Custom Analytics, July 2011
  • 14. Across all regions, women are more social. 8.2 Latin America 6.9 8.2 Europe 6.3 7.9 North America 6.0 3.3 Asia Pacific 2.7 6.5 Worldwide 5.0 Females 15+ Males 15+ Average Engagement with Social Networking by Gender Average Hours per Visitor Source: comScore Media Metrix, October 2011
  • 15. Males and users 55+ represent the fastest growing segment in social networking. +5.0 +8.0 +8.4 +5.3 84.4% +8.4 +9.4 +9.3 83.9% 83.0% 82.9% 81.0% 79.4% 80.0% 79.9% 78.7% % Reach 75.0% 74.6% 71.6% 70.6% 71.7% Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+ Males Females July-10 October-11 Social Networking Penetration Among Worldwide Demographic Groups % Reach Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010
  • 16. Women still spend more time on social than men, but the gender gap is narrowing for younger demographics. 4.9 Age 55+ 2.7 6.4 Females Age 45-54 3.9 Males 5.6 Age 35-44 3.9 5.8 Age 25-34 4.9 8.6 Age 15-24 7.5 Average Hours per Visitor Social Networking Engagement Among Worldwide Demographic Groups Average Hours per Visitor Source: comScore Media Metrix, Worldwide, October 2011
  • 17. saw the largest decline in engagement with web-based 15-24 year olds email and instant messaging 34% 25% 21% 15% 12% 1% -4% -3% -8% -22% -32% -34% -37% -36% -42% Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+ Instant Messengers Email Social Networking Change in Average Time Spent with Content Category by Age Segment Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010
  • 18. …but also saw the highest increase in engagement with social networking. 34% 25% 21% 15% 12% 1% -4% -3% -8% -22% -32% -34% -37% -36% -42% Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+ Instant Messengers Email Social Networking Change in Average Time Spent with Content Category by Age Segment Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010
  • 19. For digital natives, Social Networking social networking 483.0 is the norm. Instant Messengers 264.7 Email 67.1 Average Minutes per Visitor (15-24) Source: comScore Media Metrix, Worldwide, October 2011
  • 20. Social Media‟s Impact on Marketing
  • 21. 3Facebook‟s worldwide site rank Facebook‟s global 55% penetration Source: comScore Media Metrix, October 2011
  • 22. 3 in 4 minutes on social networking sites are spent on Facebook 1 in 7 minutes spent online are spent on Facebook Source: comScore Media Metrix, October 2011
  • 23. Today, there are only 7 markets where Facebook is not the leading social network. Russia Poland Japan China South Korea Vietnam Brazil Source: comScore Media Metrix, October 2011
  • 24. Facebook is the largest publisher of online display ad impressions, attracting a “long tail” of smaller advertisers. Publisher Share of Display Ad Impressions Source: comScore Ad Metrix, U.S., Q3 2011
  • 25. Despite Social Networking‟s leadership in the display ad market, it is not yet attracting its fair share of online ad dollars. 27.7% Display Ad Impressions 20.7% Page Views 16.9% Time Spent Online 14.8% Display Ad Estimated Spending Social Networking Share of Key Metrics Source: comScore Ad Metrix and Media Metrix, U.S., October 2011
  • 26. 75% of ads will become socially enabled by 2015 Google makes 7 predictions for display advertising market by 2015 1. 50% of online ads will have video in them 2. 50% of all targeted display advertising will rely on real-time bidding 3. Mobile will become #1 screen for advertising 4. New metrics will emerge to measure success of ad campaigns 5. 75% of ads will become socially enabled 6. 50% of brand campaigns will run rich media in ads 7. Display advertising will become a $50 billion industry Source: Google's Seven Display Ad Predictions http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=136685 © comScore, Inc. Proprietary. 26
  • 27. 1 out of 12 display ads are socially-enabled. Among CPG advertisers, 1 out of 6 display ads are socially-enabled. Socially Enabled, 8.2% Socially Enabled, Display Ad16.7% $ Display Ad Impressions Total Internet Display Ad Impressions CPG Advertisers All All Other, Other, 91.8% 83.3% Source: comScore Ad Metrix Social, U.S., November 2011
  • 28. Are Facebook Brand Pages the new microsite? Yes, if CPG advertisers are any indication Click Through Destination for New CPG Banner Ads NOT Running on Facebook Facebook, 15% Amazon, 6% All Other, 76% YouTube, 3% © comScore, Inc. Proprietary. 28
  • 29. Leading Brands on Facebook Globally Leading brand pages by fan volume include FMCG, technology, clothing & leisure 40.0 Global Facebook Fans (m) 34.4 35.0 30.0 25.3 25.0 23.1 22.4 20.8 19.3 20.0 17.4 15.6 15.3 14.3 15.0 12.3 12.2 11.3 11.3 11.2 10.7 10.5 10.5 10.4 10.2 10.0 5.0 - Source: Facebook fan pages & www.famecount.com, September 2011 © comScore, Inc. Proprietary. 29
  • 30. The Power of Like: White Paper from comScore & Facebook To download white paper please visit www.comscore.com/like © comScore, Inc. Proprietary. 30
  • 31. 49% of time spent on Facebook is spent on the Newsfeed and Profile pages Share of Time Spent on Facebook.com by Content Section Source: comScore Mediabuilder, U.K., Dec 2011 29% 32% Homepage/News Profiles Photos Apps/Tools 6% All Other 17% 17% © comScore, Inc. Proprietary. 31
  • 32. Brands control the three basic levers that will determine social media marketing success. Many brands don’t consider these intermediary steps Brand Fans “Talk News Feed Goal: Max Get Fans Messages About” Content (Who are Reach Fans News Feed Spreads to Reach, they?) ROI in News Feed Content Friends 1. Cut-Through 2. Engagement 3. Amplification
  • 33. The vast majority of brand exposure happens in the Newsfeed and on Profile pages Starbucks received 156 impressions for every 1 page view on their brand page Starbucks, Southwest & Bing: Ratio of Facebook Impressions for Fans & Friends of Fans to Page Views on Brand Fan Pages Source: comScore Social Essentials, U.S., May 2011 180 160 156 140 120 100 80 60 42 45 40 20 0 Starbucks Southwest Bing © comScore, Inc. Proprietary. 33
  • 34. Understanding How Facebook Works For Brands Facebook Fans are NOT regular visitors to Facebook Fan Pages. Marketers need to reach out to Fans in their News Feed with relevant content! Monthly Unique Visitors Brand No. of Fans To Facebook Fan Pages Coca Cola 24.0 Million 39,000 Oreos 17.5 Million 137,000 Best Buy 2.7 Million 175,000 Source: comScore, US data, Oct 2011 © comScore, Inc. Proprietary. 34
  • 35. Friends of Fans represent a way for brands to efficiently amplify their reach substantially beyond Fans Earned FANS Exposed Fans Reach Frequency GRP Impressions Southwest 661K 2,457K 0.3% 3.7 1.1 Bing 1,070K 3,353K 0.5% 3.1 1.6 Starbucks 4,841K 13,664K 2.2% 2.8 6.3 Earned FRIENDS Exposed Friends Reach Frequency GRP Impressions Southwest 853K 1,460K 0.4% 1.7 0.7 Bing 2,035K 3,183K 0.9% 1.6 1.5 Starbucks 8,846K 18,073K 4.1% 2.0 8.4 Friends expand Fans Reach by 33% to 86% © comScore, Inc. Proprietary. 35
  • 36. Fans and Friends of Fans exposed to earned brand impressions on Facebook exhibit higher brand engagement, than the average user Friends Friends Friends Baseline Internet User Source: comScore Social Esessentials May2011 © comScore, Inc. Proprietary. 36
  • 37. Brand Exposure in Social Media Tends To Lead To Significantly Higher Usage of Owned Media Football club website reach amongst UK Internet Users 30.0 26.9 25.0 23.2 20.0 18.7 15.0 10.0 7.6 6.6 6.8 5.0 1.6 1.4 1.3 0.0 Total Exposed Exposed Total Exposed Exposed Total Exposed Exposed Internet Friend of Fan Internet Friend of Fan Internet Friend of Fan Fan Fan Fan Source: comScore Social Essentials, July 2011 © comScore, Inc. Proprietary. 37
  • 38. Exposed Fans also tend to spend more at Starbucks than the average Internet user Starbucks: Fans & Friends of Fans Purchase Activity vs. Average Internet User Source: comScore Social Essentials, U.S., May 2011 12% 11% 10% 8% 8% 6% 4% 2% 0% Spending per Buyer Transactions per Buyer © comScore, Inc. Proprietary. 38
  • 40. Mobile Social Networking: U.S. Smartphone Owners Lead the Way 63.3% Smartphone 44.5% Smartphone owners accessed at least owners accessed at least once in month once in month 61.5% Smartphone 38.4% Smartphone owners accessed at least owners accessed at least once in month once in month 60.7% Smartphone 37.9% Smartphone owners accessed at least owners accessed at least once in month once in month 47.4% Smartphone 34.7% Smartphone owners accessed at least owners accessed at least once in month once in month Product: MobiLens Data: Three month average ending September 2011* (*with the exception of Japan , Canada - 1 month data September 2011) © comScore, Inc. Proprietary. 40 Country: US, N= 30,659, EU5, N= 67,003, JP, N= 5,000 , CA, N= 5,500
  • 41. Smartphones drive mobile social networking use. 64.1% 45.2% 38.8% 40.4% 36.5% 23.1% 25.4% 22.8% U.S. EU5 Accessed Social Networking Site or Blog Almost Every Day U.S. EU5 Accessed Social Networking Site or Blog Ever Accessed Social Networking via App in a Month Accessed Social Networking via Mobile Browser % of Smartphone Audience Source: comScore MobiLens, 3 Month Average Ending October 2011*
  • 42. Tablets and Connected Devices: The Future of Mobile Social Networking? Incremental Reach and Duration of Time Spent on Selected Categories Relative to Computer Use for iPhone and iPad Owners Incremental Reach Incremental Duration Total Internet 0.2% 2.0x Maps 56.8% 9.2x News/Information 28.9% 1.6x Email 23.6% 1.9x Social Networking 12.5% 2.8x Retail 8.7% 2.5x Source: comScore Custom Analytics, U.S., September 2011
  • 43. Summary • Social networking is the most popular online activity worldwide • It‟s not just young people using social networking anymore – it‟s everyone • The importance of Facebook cannot be overstated • „Digital natives‟ suggest communications are going social • Social networking leads in online display advertising volumes, but lags in corresponding share of budget • Mobile devices are fueling the social addiction
  • 44. Thank You Mike Shaw Director, Marketing Solutions mshaw@comscore.com