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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.
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Michael Lazerow, CEO & Founder, Buddy MediaLinda Abraham, CMO & Co-Founder, comScore
How Social Media Influences Consumer Behavior
2008 2009 2010 2011
Time Spent on Key Categories OnlineWorldwide Hours per Month (Billions)
35
30
25
Nearly in 5 minutes online is spent on social networks.1
Social Networking
Search/Navigation
Retail
Communications (Email/IM)
Other Content
Source: comScore Media Metrix, March 2007 - October 2011
Facebook’s worldwide site rank
55% Facebook’s global penetration
Source: comScore Media Metrix, October 2011
#3
3 in 4 minutes on social networking sites are spent on Facebook
1 in 7 minutes spent onlineare spent on Facebook
4© comScore, Inc. Proprietary.
Propel Crowd-Sources Its Holiday Content
5© comScore, Inc. Proprietary.
Lexus Uses Facebook To Raise Money For Charity
6© comScore, Inc. Proprietary.
Walmart Provides Gift Recommendations From Friends
7© comScore, Inc. Proprietary.
Best Buy And Leading Retailers Made Effective Use Of Facebook To Promote Their Black Friday Doorbusters
8© comScore, Inc. Proprietary.
The Fan Page Is A Great Starting Point… But Remember That Most Brand Exposures Happen On The News Feed!
27%
21%17%
10%25%
Share of Time Spent on Facebook
Homepage/NewsfeedProfilesPhotosApps/ToolsAll Other
Source: comScore Mediabuilder, U.S., May 2011
You’ve got fans.And they’ve got friends.
How can you measure the impact on both?
10© comScore, Inc. Proprietary.
Those you seek might be different than those who seek you
Age 18-24
Age 25-34
Age 35-44
Age 45-54
Age 55-64
Age 65+
31%
29%
19%
15%
5%
2%
20%
26%
20%
19%
10%
5%
% of Starbucks Store Visitors % of Starbucks Fans
Source: comScore Social Essentials and comScore Plan Metrix, U.S., May 2011
Starbucks: Demographic Analysis% of Starbucks Store Visitors vs. % of Brand-Exposed Starbucks Facebook Fans
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
2. Engagement 3. Amplification1. Cut-Through
Many brands don’t considerthese intermediary steps
Brands control the three basic levers that will determine social media marketing success.
12© comScore, Inc. Proprietary.
Earned Value Can Be Significant
Walmart
117.3
275.4
Earned Impressions (MM) Paid Impressions (MM)
Source: comScore Social Essentials, U.S., October 2011
Walmart: Paid Media vs. Earned Media AnalysisSocial Media Impressions (MM) vs. Display Ad Impressions (MM)
Estimated Value of Earned ImpressionsBased on $3.55 CPM
$417,000
13© comScore, Inc. Proprietary.
When Messages Are Good, Fans Will Tell Their Friends
Amazon Best Buy Target Walmart
0.31 0.340.50 0.45
0.670.92
1.761.53
Week Ending Oct. 19 Week Ending Nov. 30
Source: comScore Social Essentials, U.S., October and November 2011
2011 Holiday Retail Promotion AnalysisRatio of Friends of Fans Reached to Fans Reached for Leading U.S. Retailers
Lift from Promotions
2.2x
2.7x
3.5x 3.4
x
14© comScore, Inc. Proprietary.
Friends of Fans Tend to Behave Like Fans(Birds of a Feather)
Amazon Best Buy Target Walmart
27%
8% 9%14%
36%
13% 12%
22%
64%
18%12%
21%
Total Internet Friend of Fan Fan
Source: comScore Social Essentials, U.S., November 2011
2011 Holiday Retail Promotion Impact Analysis: Week Ending Nov. 30Percentage of Brand-Exposed Fans & Friends of Fans Who Visited Retailer Website
15© comScore, Inc. Proprietary.
In Retail, Social Promise is Delivering
Amazon Walmart Best Buy Target
9.07.3
4.1 4.6
14.5
9.6
6.65.1
Black Friday 2010 Black Friday 2011Source: comScore Social Essentials, U.S., November 2011
Black Friday: Web Traffic Analysis for Leading RetailersUnique Visitors (MM) on Black Friday 2011 vs. Black Friday 2010
61%
32%
61% 11
%
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
Follow our presenters on Twitter:@Linda_Abraham | @lazerow
