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Understanding Paid and Earned Reach on Facebook
Facebook and comScore, October 2012
Measurement Researcher, Facebook
Client Service Manager, comScore, Inc.
Brands are investing in connections and content
Social drives results
comScore April 2012: Power of Like 2: How Social Marketing Works
Connections can extend organic audience
comScore May 2011: The Power of Like : How Brands Reach and Influence Fans Through Social Media Marketing
Low Reach High Reach0
1
2
3
4
5
6
7
8
9
10
4.77
8.98Median Return on Ad Spend
Recent research suggests that maximizing reach maximizes ROI
Facebook: Making Digital Campaigns Better, B. Smallwood at IAB Mixx October 2012
Right-hand side on homepage
Facebook’s ad platform is built to leverage the power of social messaging at scale
like Red Bull
Can paid media significantly extend reach for even the largest brands on Facebook? Is the audience reached by paid media valuable to these brands?
Approach
Quantify brand reach through measurement of total audience reached by paid and organic media during a week in June 2012
Assess value of paid audience by measuring key buying and shopping metrics of audience exposed to paid media
In a case study of 3 major brands
Can paid media significantly extend reach for even the largest brands on Facebook?
3 top brands reach 5x audience with paid
Major Retailer Samsung Mobile USA Major Financial Services
Organic reach only 4250483 3373758 2294109
Both Paid and Organic reach
10697054 16833446 4455407
Paid reach only 67611540 82039567 33669817
10,000,000
30,000,000
50,000,000
70,000,000
90,000,000
110,000,000
Audience reached by Paid, Organic, and Both
5.2x
4.9x
5.6x
100 top pages extend audience by 5x when using paid in addition to organic publishing
Do not use Paid Use Paid
Organic Reach 2873454 2911875
Paid Reach NaN 15464473
Average Fans 9980621 10018059
1,000,000
3,000,000
5,000,000
7,000,000
9,000,000
11,000,000
13,000,000
15,000,000
17,000,000
Reach Amplification of top Organic Publishers100 brand pages with top June organic reach
matched by fan size 5.3x
Paid media can extend the reach of a single piece of content by more than 100x
1.2x9.6x8.3x2.6x8.1x4.3x1.2x5.8x4.8x4.2x0x143.4x92.2x19.3x19.7x0.6x0.9x4.7x
80,000,000 60,000,000 40,000,000 20,000,000 0 20,000,000
Samsung per-post reach Paid Earned
Is the audience reached by paid media valuable to these brands?
Paid audience similar to earned in age and Facebook use
13-17 18-24 25-34 35-44 45-54 55+
Paid 0.140296206850135
0.213817457535945
0.240682229471977
0.1718277465
8808
0.135264309106762
0.0981120504471014
Earned
0.210035362404804
0.247617432261853
0.215050228185062
0.159992954830884
0.107664296839923
0.0596397254774749
2.50%7.50%
12.50%17.50%22.50%27.50%
Samsung Reach Distribution by Age
0-100 101-200 201-400 400+
Paid 0.240734297120346
0.202733440087293
0.257264317500889
0.299267945291472
Unpaid 0.130271696746082
0.176515603699329
0.273993980709771
0.419218718844818
2.50%
12.50%
22.50%
32.50%
42.50%
Samsung Reach Distribution by Pages Fanned
Those exposed to paid Major Retailer ads on FB, were 66% more likely to purchase online at Major Retailer.com and 45% more likely to buy in-store
Compared to the average Internet user, those exposed to paid media index higher on eCommerce spending overall and spent:
• 3X more in the Gift Certificates/Coupons, Flowers/Gifts, & Sports/Fitness categories online than average Internet user
• 2X more in the Baby Supplies, Handhelds/PDA’s & Portable Devices Categories
• Nearly 2X in the Books/Music, Event Tickets, Video Games/Consoles Categories
• 20% more in the Apparel and Food, Beverage and CPG categories
Retailer.com Retailer stores
Paid Audi-ence
0.0137 0.1
Total Internet 0.0082 0.07
index 166 145
1.00%
3.00%
5.00%
7.00%
9.00%
11.00%
Major Retailer buyer reach pene-tration compared to total internet
June 2012
Samsung Exposed Audience – Heavy, Engaged Internet users with a higher propensity to purchase online across brand-relevant categories
Samsung Exposed users are:
• Heavier, highly engaged Internet users overall
• 68% more likely to visit Technology News Sites, 50% more likely to visit Telecommunications sites and 62% more likely to visit Consumer Electronics sites
• Notably high BPI in two Samsung-relevant categories – Mobile Phones (150) and Handhelds, PDA’s & Portable Devices (169)
• Samsung paid exposed users were 173% more likely than the average user to conduct searches that contained the word ‘Samsung’ and did so 39% more frequently than average
SP
ORT & F
ITNES
S
CONSO
LE V
IDEO
GAM
ES
HANDHEL
DS, P
DAS & P
ORTABLE
DEV
ICES
MUSI
C
LA
PTOP
COMPU
TERS
MOBIL
E PH
ONES &
PLA
NS
MOVIE
S & V
IDEO
S0
50
100
150
200
250
300
350
Samsung Mobile Paid Audience Buying Power Index Compared to Total
Internet
Those exposed to Major Financial Services brand paid ads were more likely to transact with a MFS brand among other cards in wallet compared to the average Internet user
Major Financial Services (MFS) brand Paid Exposed Users:
• 31% more likely to be a MFS brand Card holder than the average Internet user*
• 18% of paid media exposed group made an online purchase during the exposure month compared to 12% of total Internet; 47% more likely to transact with MFS brand than average user
• Transaction and Dollar Share indices were highest among the paid exposed group – they spent 24% on their MFS cards compared to other cards in the wallet than the average Internet user and were 19% more likely to transact with MFS brand among the other cards in the wallet (transaction share)
*cS panelists were determined to be cardholders if they were observed making an online transaction with a MFS and/or checked a MFS banking or credit card statement showing they made a purchase during the month
Dollar Share Index Transaction Share Index
Buyer Reach Index
0
20
40
60
80
100
120
140
160
Major Financial Services brand Paid Audience
Reach and Purchase Share Index
Competitor 1 Competitor 2Competitor 3 PaypalMajor Financial Services brand
Can paid media significantly extend reach for even the largest brands on Facebook?
Is the audience reached by paid media valuable to these brands?
Across 100 top publishers and in a case study of 3 major brands, paid media amplified reach by 5x over organic audience
comScore analysis found that paid audiences consistently over-index on key shopping and buying metrics relevant to specific case study brands
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