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Copyright 2012 Beyond. All rights reserved.

Private and Condential

Using insight analytics,


we create digital experiences people want to share.

@JudithLewis @BeYoND @Nilsmu


Copyright 2012 Beyond. All rights reserved. Private and Condential

rapid proliferation of sharing platform use

900+
million
monthly active users on Facebook, more than half of which login every single day
Copyright 2012 Beyond. All rights reserved. Private and Condential

200+ 250+
million
monthly active Twitter users
SOURCE: The Wall Street Journal

million
total Google + users *
SOURCE: thenextweb.com * Monthly active Google+ users not publicly available

52% of sharing is through Facebook with Four billion pieces of content shared every day
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the 7 types of social sharer

Copyright 2012 Beyond. All rights reserved. Private and Condential

where they share


WHERE THEY SHARE

ALTRUISTS
YOUTUBE WORDPRESS/ BLOGGER TWITTER

SELECTIVES

PASSIONATES

CONNECTORS TRENDSPOTTERS PROVOCATEURS

CAREERISTS

LINKEDIN

FOURSQUARE FLICKR

FACEBOOK EMAIL

DELICIOUS CUSTOMER REVIEW

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Why is Sharing
?

Important
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Shoppers today process an enormous amount of information


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Google research has found that shoppers are increasing the number of sources used to arrive at a buying decision and that they use them almost twice as heavily as in the past

10.40
10

5.27
5

2010

2011

Avg. Number Sources Used


Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011 www.google.com/think/insights
Copyright 2012 Beyond. All rights reserved. Private and Condential

other peoples opinions more important than ads

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high sharers are 3x more likely to recommend a product


YOUNGER OLDER

RESEARCH LOW INVOLVEMENT PRODUCTS

RESEARCH HIGH INVOLVEMENT PRODUCTS

RECOMMEND PRODUCTS

HIGH
SHARERS
20% OF ONLINE CONSUMERS

vs

LOW
SHARERS more likely to...
80% OF ONLINE CONSUMERS

CARE MORE ABOUT QUALITY THAN BRAND IMAGE

BRAND LOYAL

OPEN TO CHANGE BRANDS

OWN MULTIPLE INTERNET DEVICES

MORE LIKELY TO PURCHASE RESEARCHED PRODUCTS

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consumers research & share experiences during whole purchasing journey


Pre-purchase Post-purchase

CUSTOMER JOURNEY BRAND PENETRATION MEASUREMENT

AWARENESS
Visibility

CONSIDERATION
Evaluation attributes

ACTION
Choice

ENJOYMENT
Experience

ADVOCACY
Recommendation & loyalty

BRAND STRATEGY/ messages


Relative volume of each of the positioning statements and pillars -----------------Share of voice against competition Attributes and topics within positioning and pillars are most frequently discussed -----------------Level of agreement with positioning -----------------Sentiment towards attributes What does consumer perception of your brand look like? Frequency of statements of intent -----------------Frequency of inhibitors mentioned Top likes and dislikes -----------------Frequency of emotive words used -----------------Verbatims Frequency of recommendations -----------------Share of voice against competition

visibility in search

insight & Strategy


Copyright 2012 Beyond. All rights reserved. Private and Condential

How is your brand positioning penetrating the market?

What are the barriers and triggers for action?

What are the consumer likes and dislikes and what words do they use?

What are the consumer likes and dislikes and what words do they use?

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so what are the implications for

FaceBook marketers
?
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Friending brands
% of facebook users 60% would be willing to share a product or service if given a discount/deal 53% of people have used Facebook to interact with a brand 36% of people liked or shared a brand page on Facebook in the last 30 days

60%

53%

36%
0 20 40 60 80 100

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Fans exposed to brand content on Facebook buy more


Starbucks and Target fans and friends of fans exposed to organic brand Facebook content vs. not exposed:

Starbucks: 2.12% of people, vs. 1.54% made an in-store or online purchase - a 38% difference Target: 3.9% vs. 3.3% made an in-store or online purchase - an 18% difference.

Copyright 2012 Beyond. All rights reserved. Private and Condential

Source: ComScore/Facebook research cited in AdAge - June 12, 2012


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LOW vs high involvement products


Research/Time intensive; specialised knowledge

HIGH
LESS FREQUENTLY PURCHASED MORE COMPLEX EXPENSIVE IN NATURE REQUIRING MORE TIME AND EFFORT IN THE RESEARCH PHASE

vs

LOW
BOUGHT MORE FREQUENTLY LESS COSTLY USUALLY BOUGHT WITH A MINIMUM AMOUNT OF THOUGHT AND EFFORT

Impulse buys; social


Copyright 2012 Beyond. All rights reserved. Private and Condential

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Facebooks Influence on purchases


To what extent did Facebook influence your view on the product you were shopping for?
1002

1001.5

1001

1000.5

1000

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Facebook Inuence

F al n rso Pe

ce an in

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actions taken after online interaction


PROMPTED TO PURCHASE

43% uk
31% usa
PROMPTED TO RECOMMEND

20% 20%

uk usa

CHANGED IMPRESSION

4%
3%

uk
usa
INCREASED AWARENESS

8%
6%
uk

usa

ENCOURAGED TO VISIT

OPEN

9% 9%

uk usa
TAKE NO ACTION

26% usa
15%
uk

ENCOURAGED TO CONTACT

3% 3%

uk usa

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Quantifying Future Trends in Online Sharing


THE
In ve years, where will consumers be sharing content online, and why? What types of content will be shared most? How will consumers be sharing branded content? And, what will make something share-worthy in the future? These are all important questions, and using data as a guide, the answers become within reach.

OF

sharing

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facebook sharing

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rate of activity on facebook rate of activity on facebook


Data is based on per-user activity, not aggregate volumes

usage
frequency of logins

sharing

less than 3 months

3-6 months

6-12 months

1-2 years

2+ years

Age of Facebook account


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frictionless sharing (Automatic sharing)


Frictionless sharing is here to stay, but it will need to get much, much better. Ultimately, just about everything we do in a day will have the capacity to be shared online, but with accuracy and without needing to actively think about it.

of people have done at least one of the following things:

67%
allowed an application to post automatically to their pro le read an automatically shared article (online reader)
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61 %
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listened to a song that was automatically shared (spotify, etc)


of people are annoyed by applications

FUTURE SHARING ACTIVITIES


O ine social experiences will be brought online, growing the volume of shared content focused on daily achievements and personal milestones.

WHAT WILL PEOPLE SHARE IN THE FUTURE?

43%

30%

28% 27%

PERSONAL MILESTONES

TRAVEL PLANS

TICKET PURCHASES

CHARITABLE DONATIONS

The percentages above re ect the proportion of people who indicated their preference to share these activities.
Copyright 2012 Beyond. All rights reserved. Private and Condential

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segmenting friends

Segmenting your social networks into disparate friend groups to selectively share content (ie. the Google+ model) is likely to catch on but needs to be simple to manage for users

only of people have created subgroups to selectively share posts

40%

62%

said that that the idea appeals to them

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Be nice....

QUESTIONS/INSULTS...
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THANK YOU for your


time
Nils Mork-Ulnes Head of Analytics +44 (0)207 908 6557 +44 (0)771 307 7994 nils@bynd.com
Copyright 2012 Beyond. All rights reserved. Private and Condential

Judith Lewis Head of Search +44 (0)20 7908 6573 +44 (0)79 7416 1212 judith@bynd.com
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