Scribd Logo
Upload

Welcome to Scribd!

  • Buddy Media DLD Keynote: How Social Media Influences Consumer Behavior

    Uploaded by

    Buddy Media
    8K views17 pages
    Buddy Media founder and CEO Michael Lazerow's 2012 DLD keynote presentation. Along with comScore Co-Founder and CMO Linda Abraham, Michael delivered brand new research around social marketing for the 2011 holiday retail season. This data gives a good sense for the way social media strategies helped both overall social impressions and the bottom line for four of the world’s biggest retailers. Below are the highlights of the data released for Walmart, Best Buy, Target and Amazon: The research analyzed paid media versus earned media for the above retailers. The data shows that earned social media impressions can stack up favorably against paid ads for brands who maximize their efforts. Using an estimated value for earned impressions of $3.55 CPM, Walmart earned $417,000 worth of impressions while Best Buy earned $86,000 in impressions. Promotions can significantly expand the viral impact of social media to friends of fans. When looking at the lift received from promotions that started in November, all four brands received a lift of 2.2x or higher. Target received the highest lift between October and the end of November at 3.5x. For most retailers, a significantly higher percentage of fans and friends of fans visited the retailer’s website, as compared to the rest of the Internet. A whopping 64% of Amazon’s fans visited Amazon.com, compared to 27% of the total Internet. For Best Buy, 18% of fans and 13% of friends of fans went to BestBuy.com, compared to 8% of the total Internet.

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Buddy Media founder and CEO Michael Lazerow's 2012 DLD keynote presentation. Along with comScore Co-Founder and CMO Linda Abraham, Michael delivered brand new research around social marketing for the 2011 holiday retail season. This data gives a good sense for the way social media strategies helped both overall social impressions and the bottom line for four of the world’s biggest retailers. Below are the highlights of the data released for Walmart, Best Buy, Target and Amazon: The research analyzed paid media versus earned media for the above retailers. The data shows that earned social media impressions can stack up favorably against paid ads for brands who maximize their efforts. Using an estimated value for earned impressions of $3.55 CPM, Walmart earned $417,000 worth of impressions while Best Buy earned $86,000 in impressions. Promotions can significantly expand the viral impact of social media to friends of fans. When looking at the lift received from promotions that started in November, all four brands received a lift of 2.2x or higher. Target received the highest lift between October and the end of November at 3.5x. For most retailers, a significantly higher percentage of fans and friends of fans visited the retailer’s website, as compared to the rest of the Internet. A whopping 64% of Amazon’s fans visited Amazon.com, compared to 27% of the total Internet. For Best Buy, 18% of fans and 13% of friends of fans went to BestBuy.com, compared to 8% of the total Internet.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    8K views17 pages

    Buddy Media DLD Keynote: How Social Media Influences Consumer Behavior

    Uploaded by

    Buddy Media
    Buddy Media founder and CEO Michael Lazerow's 2012 DLD keynote presentation. Along with comScore Co-Founder and CMO Linda Abraham, Michael delivered brand new research around social marketing for the 2011 holiday retail season. This data gives a good sense for the way social media strategies helped both overall social impressions and the bottom line for four of the world’s biggest retailers. Below are the highlights of the data released for Walmart, Best Buy, Target and Amazon: The research analyzed paid media versus earned media for the above retailers. The data shows that earned social media impressions can stack up favorably against paid ads for brands who maximize their efforts. Using an estimated value for earned impressions of $3.55 CPM, Walmart earned $417,000 worth of impressions while Best Buy earned $86,000 in impressions. Promotions can significantly expand the viral impact of social media to friends of fans. When looking at the lift received from promotions that started in November, all four brands received a lift of 2.2x or higher. Target received the highest lift between October and the end of November at 3.5x. For most retailers, a significantly higher percentage of fans and friends of fans visited the retailer’s website, as compared to the rest of the Internet. A whopping 64% of Amazon’s fans visited Amazon.com, compared to 27% of the total Internet. For Best Buy, 18% of fans and 13% of friends of fans went to BestBuy.com, compared to 8% of the total Internet.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 17

    How Social Media Influences Consumer Behavior

    Michael Lazerow, CEO & Founder, Buddy Media Linda Abraham, CMO & Co-Founder, comScore

    Nearly in 5 minutes online is spent on social networks.


    2008 35
    Social Networking

    2009

    2010

    2011

    30 25

    Search/Navigation Retail Communications (Email/IM) Other Content

    Time Spent on Key Categories Online


    Worldwide Hours per Month (Billions)
    Source: comScore Media Metrix, March 2007 - October 2011

    #3

    Facebooks worldwide site rank

    55%

    Facebooks global penetration

    3 1

    in 4 minutes on social networking sites are spent on Facebook

    in 7 minutes spent online are spent on Facebook

    Source: comScore Media Metrix, October 2011

    Propel Crowd-Sources Its Holiday Content

    comScore, Inc.

    Proprietary.

    Lexus Uses Facebook To Raise Money For Charity

    comScore, Inc.

    Proprietary.

    Walmart Provides Gift Recommendations From Friends

    comScore, Inc.

    Proprietary.

    Best Buy And Leading Retailers Made Effective Use Of Facebook To Promote Their Black Friday Doorbusters

    comScore, Inc.

    Proprietary.

    The Fan Page Is A Great Starting Point But Remember That Most Brand Exposures Happen On The News Feed!

    25% 10% 17% 21% 27%


    Homepage/Newsfeed Profiles Photos Apps/Tools All Other

    Share of Time Spent on Facebook


    8
    Source: comScore Mediabuilder, U.S., May 2011

    comScore, Inc.

    Proprietary.

    Youve got fans. And theyve got friends.

    How can you measure the impact on both?

    Those you seek might be different than those who seek you
    Starbucks: Demographic Analysis
    % of Starbucks Store Visitors vs. % of Brand-Exposed Starbucks Facebook Fans

    Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+ 2% 5% 10% 5% 15%

    20% 29% 26% 19% 20% 19%

    31%

    % of Starbucks Fans
    comScore, Inc. Proprietary.

    % of Starbucks Store Visitors


    10
    Source: comScore Social Essentials and comScore Plan Metrix, U.S., May 2011

    Brands control the three basic levers that will determine social media marketing success.
    Many brands dont consider these intermediary steps

    Get Fans
    (Who are they?)

    Brand Messages Reach Fans in News Feed

    Fans Talk About News Feed Content

    News Feed Content Spreads to Friends

    Goal: Max Reach, ROI

    1. Cut-Through 2. Engagement 3. Amplification

    Earned Value Can Be Significant


    Walmart: Paid Media vs. Earned Media Analysis
    Social Media Impressions (MM) vs. Display Ad Impressions (MM)

    Estimated Value of Earned Impressions Based on $3.55 CPM

    275.4

    $417,000
    117.3

    Walmart Earned Impressions (MM) Paid Impressions (MM)


    Source: comScore Social Essentials, U.S., October 2011

    comScore, Inc.

    Proprietary.

    12

    When Messages Are Good, Fans Will Tell Their Friends

    2011 Holiday Retail Promotion Analysis


    Ratio of Friends of Fans Reached to Fans Reached for Leading U.S. Retailers

    3.5x
    Lift from Promotions

    3.4x

    1.76
    2.7x

    1.53

    2.2x

    0.92 0.67 0.31 0.34 0.50 0.45

    Amazon

    Best Buy Week Ending Oct. 19


    comScore, Inc. Proprietary.

    Target

    Walmart

    Week Ending Nov. 30


    13
    Source: comScore Social Essentials, U.S., October and November 2011

    Friends of Fans Tend to Behave Like Fans (Birds of a Feather)

    2011 Holiday Retail Promotion Impact Analysis: Week Ending Nov. 30


    Percentage of Brand-Exposed Fans & Friends of Fans Who Visited Retailer Website

    64%

    36% 27% 8% 13% 18% 9% 12% 12% 14% 22% 21%

    Amazon

    Best Buy Total Internet


    comScore, Inc. Proprietary.

    Target Friend of Fan


    14

    Walmart Fan

    Source: comScore Social Essentials, U.S., November 2011

    In Retail, Social Promise is Delivering

    Black Friday: Web Traffic Analysis for Leading Retailers


    Unique Visitors (MM) on Black Friday 2011 vs. Black Friday 2010

    61%

    14.5

    32% 61% 11%

    9.0 7.3

    9.6 6.6 4.1 4.6

    5.1

    Amazon

    Walmart Black Friday 2010


    Proprietary.

    Best Buy Target Black Friday 2011


    Source: comScore Social Essentials, U.S., November 2011

    comScore, Inc.

    15

    So remember, to optimize social media 1. know your fans 2. know their friends 3. right creative message 4. analyze, optimize, monetize

    Thank You!
    Questions? Contact michael@buddymedia.com labraham@comscore.com

    Follow our presenters on Twitter: @Linda_Abraham | @lazerow

    You might also like