Com score social media deck mixing digital event

THE POWER OF LIKE

Understanding the scale and importance of social mediaNovember 2011

2© comScore, Inc. Proprietary and Confidential.

Social Networking Is A Big Deal Across Europe

Source: comScore Media Metrix, June 2011

Point Change from June 2010

Russian Federation

Switzerland

Austria

Germany

Norway

Sweden

France

Finland

Denmark

Italy

Netherlands

Belgium

Spain

Poland

Ireland

Portugal

Turkey

United Kingdom

Europe

86.0

86.2

86.6

88.7

90.5

91.9

92.3

92.5

92.6

92.8

92.9

93.2

93.8

94.3

94.8

95.7

96.0

97.8

92.1

Reach of Social Networking by Market Across Europe

5.6

5.1

18.2

18.4

-1.3

7.2

18.3

6.8

7

4.2

8

8.5

9.5

5.9

3.3

8.6

3.1

14.1

8.7


Facebook Overtaking Local Competitors Market By Market

Jun-

2010

Jul-2

010

Aug-2

010

Sep-2

010

Oct-2

010

Nov-2

010

Dec-2

010

Jan-

2011

Feb-2

011

Mar

-201

1

Apr-2

011

May

-201

1

Jun-

2011

0

10,000

20,000

30,000

40,000

Russia: Facebook vs. Local Competitor

Vkontakte FACEBOOK.COM

Jun-

2010

Jul-2

010

Aug-2

010

Sep-2

010

Oct-2

010

Nov-2

010

Dec-2

010

Jan-

2011

Feb-2

011

Mar

-201

1

Apr-2

011

May

-201

1

Jun-

2011

0

2,000

4,000

6,000

8,000

10,000

Netherlands: Facebook vs. Local Competitor

Hyves FACEBOOK.COM

Aug-2010

Sep-2010

Oct-2010

Nov-2010

Dec-2010

Jan-2011

Feb-2011

Mar-2011

Apr-2011

May-2011

Jun-2011

02,0004,0006,0008,000

10,00012,00014,00016,000

Poland: Facebook vs. Local Competitor

NASZA-KLASA.PL FACEBOOK.COM

64%

2%

16%

-4%

63%220%

Source: comScore Media Metrix, June 2010-2011


Facebook 2nd Largest Property On UK Mobile Web

Goo

gle

Sites

FACEBOOK.C

OM

Ter

ra -

Telef

onica

BBC S

ites

Yah

oo! S

ites

Ora

nge

Sites

W

ikim

edia

Fou

ndat

ion

Sites

Vod

afon

e Gro

up

M

icros

oft S

ites

AOL,

Inc.

11,663,497

9,899,979

4,091,448 4,051,3383,562,765 3,443,350 3,139,697 2,925,281 2,677,549 2,444,354

Top 10 Mobile Web Properties by Unique Visitors

Source: comScore GSMA MMM, June 2011


Facebook Dominates Total Time Spent on Mobile Web

Source: comScore GSMA MMM, June 2011

FACEBOOK.C

OM

Goo

gle

Sites

M

icros

oft S

ites

Ora

nge

Sites

BBC S

ites

Vod

afon

e Gro

up

Acc

uWea

ther

Site

s

Yah

oo! S

ites

Ope

ra S

oftw

are

eB

ay

3,605,556

466,878

125,209 123,049 113,011 111,380 100,641 73,952 57,591 45,216

Top 10 Mobile Properties by Time Spent - Total Minutes (000)


Social Networking Access Growth Stronger Via Apps

Accessed via Mobile Browser

Accessed via Mobile App

+35% +93%

Product: MobiLens; Data: 3month average ending Jun 11; Country: EU5, N= 66,737

49.4 Million (21% of all EU5 mobile owners) accessed Social Networking on mobile, 58% (28.9 Million) accessed via the mobile browser and 43% (21 Million) of those accessed via Mobile Apps.


The Power of Like Study

Date: Q2 2011

Panel Size: 2m globally

Methodology: Passive data capture

Focusing on the audience of branded content on social platforms – namely,

audience reach and frequency – can unlock a much better understanding of the true impact (and therefore, value) of those

impressions

White paper and short video summary available at: http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/The_Power_of_Like_How_Brands_Reach_and_Influence_Fans_Through_Social_Media_Marketing

http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/The_Power_of_Like_How_Brands_Reach_and_Influence_Fans_Through_Social_Media_Marketing

http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/The_Power_of_Like_How_Brands_Reach_and_Influence_Fans_Through_Social_Media_Marketing


The Vast Majority of Brand Exposure Happens in the Newsfeed and on Profile Pages

Starbucks Southwest Bing0

20

40

60

80

100

120

140

160

180

156

42 45

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

In May, Starbucks received 156 impressions for every 1 page view on their brand page

Source: comScore ‘Power of Like’, July 2011


Friends of Fans Are a Major, Often Untapped, Source of Additional Reach and Effectiveness

Bing Facebook Fan SegmentsSource: Facebook, Worldwide Data

Starbucks, Southwest & Bing: Total U.S. Internet Reach of Social Media Brand Impressions among

Fans & Friends of Fans

Starbucks Southwest Bing 0%

1%

2%

3%

4%

5%

6%

2.9%

0.4% 0.6%

4.9%

0.5%1.0%

Fans Friends

Source: comScore ‘Power of Like’, July 2011

Brands are not getting visibility into a huge proportion of the audience who are exposed to their branded content


Brand Exposure in Social Media Tends To Lead To Significantly Higher Usage of Owned Media

0.0

5.0

10.0

15.0

20.0

25.0

30.0

1.6

7.6

26.9

1.4

6.6

18.7

1.3

6.8

23.2

Source: comScore Social Essentials, Jul 2011

Football club website reach amongst UK Internet Users

Additionally, in the US where offline behaviour is also studied, Starbucks Fans & Friends of Fans spent 8 percent more and transacted 11 percent more frequently than the average

Internet user who transacted at Starbucks



Up..

+335% YoY

+261% YoY

+173% YoY

+155% YoY

+124% YoY

+116% YoY

+86% YoY

+61% YoY

+56% YoY

+44% YoY

+29% YoY

+27% YoY

+25% YoY

+12% YoY

+2% YoY


... Down...

Jun-10 Jun-11 % Change

Windows Live Profile 43,657 34,319 -21

Skyrock 13,140 10,162 -23

StudiVZ Sites 15,756 9,836 -38

NETLOG.COM 7,512 7,229 -4

STAYFRIENDS.DE 7,860 3,903 -50

TAGGED.COM 3,042 2,228 -27

FOTOLOG.COM 3,194 2,093 -34



... and Upcoming


54K Uvs +3,480% YoY

197K Uvs +606% YoY

1,320 K Uvs +145% YoY

4,455 Uvs +90%

7,819K Uvs +73% YoY

2,086 K Uvs +46% YoY


Thank you!

Mike Shaw

Marketing Solutions Director

[email protected]

mailto:[email protected]

Com score social media deck mixing digital event

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