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The Social Media Data Stacks

A Research Collection for Marketers

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D ATA I N S I G H T S

The Social Media Data Stacks


The Social Media Data Stacks is part of Watershed Publishings Data Insights series featuring trends, data and research. This collection brings together months of surveys, reports and insights released by nationally

recognized research and marketing organizations focused on keeping pace with the latest data about social
media its growth and use.

The charts in this collection are ready to use, download, format, and otherwise support your marketing goals.
Feel free to share the whole presentation or any slide, with your colleagues and business partners, but please preserve credits to our sponsor, HubSpot, our research partners who provide the source data, and our links to MarketingCharts.com.

D ATA I N S I G H T S

The Social Media Data Stacks


Social media is a powerful force. Consider these facts. Social media site users spend an average of 5.4 hours a month engaged in networking sites. Facebook attracts 734.2 million unique visitors a month. Half of TV viewers tweet about TV shows. It is little wonder that marketers work so hard to keep pace of the social media momentum. In MarketingCharts The Social Media Data Stacks you will get the latest data on the incredible reach and influence of Facebook and other social media sites, as well as critical information on how marketers are reacting to and budgeting for social media. One of the most surprising statistics is that 68% of CMOs report that they feel unprepared for the challenges of social media marketing. Many of the 45 charts and accompanying analysis will help provide you with key data that can explain why social media marketing is so challenging, and when done well, so rewarding. We hope youll find the information in this data stack helpful to your social media marketing efforts. Enjoy! The HubSpot Team , .

Table of Contents
Facebook, et. al. Facebook and the ROW Big Time Facebook Dominance The Facebook User: 5 More Hours on Sites Companies & Social Media Marketing Facebook Global: 734 Million Visitors Facebook USA: 140 Million Visitors Trends, Short & Long Rise and Fall; Facebooks Steady Climb M-o-M, LinkedIn Makes Headway Average Time Spent: 5.4 Hours/Month Facebook Scores Lowest for Satisfaction Google+ Jumps to 8th, 1269% Spike Google+ Grabs 15 Million Visitors Google+ Audience Tends to be Affluent Consumers & Social Media Marketing Who is Measuring Social Media Value? 68% of CMOs Challenged by Social Media Top Performing CMOs Not Too Far Ahead Brand Sentiment Valued, not Measured Social Media Data Feeds Strategy Google Alerts is Tool of Choice SocNets Ads Lag Behind Other Formats How are Marketing Budgets Affected? 2 in 3 Will Increase Email Marketing Facebook: 281% Ad Spend Growth About HubSpot Our Data Partners Sponsorship Information Sponsors and Partners Twitter Bursts Suit TV Discussions LinkedIn Top Choice for Journalists SocNet Users Want Deals, Discussion Social Sites Impact 35% of Shoppers On Average, 29% Seek Purchase Advice Active SocNet Users Take It Offline Sports, Education Lead Discussions

User Stats & Data


Site Usage Grows from 8% to 65% Females, 18-34, Most Active on SocNets 55+ Users Double Mobile Visits 9 in 10 Parents Seek Friends, Family 7 in 10 Parents Seek Some LOLs Half of Viewers Tweet about TV Shows

Consumers Expect Something for Like


Consumers React to Like Marketing 1 in 4 Expect Weekly or Monthly Updates 27% of User Time is Spent on Newsfeed 4 in 10 Use Facebook for Social Sign-in 51% Access Facebook via Mobile 8 in 10 Connect to Brands on Facebook

FACEBOOK, ET. AL.

Facebook and the ROW


Top 10 U.S. Web Brands by Aggregate Time Spent U.S. web users monthly minutes in billions, home and work Source: The Nielsen Company

We start with a big number first: 53.5 billion


Facebook Yahoo Google AOL Media

53.5 17.2 12.5 11.4 9.5 9.1 4.5 4.3 4.3

minutes per month. Facebook is dominating the web brands.

In looking at a data snapshot of monthly aggregate time spent on a site for Facebook and the ROW (rest of the web), Facebook

MSN/Windows Live/Bing
YouTube Ebay EA Apple Microsoft

has toppled some big names. The Nielsen Company data show that even Yahoo users come in a distant second with an average of 17.2 billion minutes per month, less than

one-third Facebooks total.

YouTube ranks sixth, claiming 9.1 billion


3.4

user minutes per month.

The Social Media Data Stacks

Big Time Facebook Dominance


Top 5 U.S. Social Networks and Blogs Total minutes (000), home and work, May 2011 Source: The Nielsen Company

Looking specifically at social networking/blogging sites, the others trail


53,457,258

Facebook much more dramatically. None even come close to 1 billion minutes per month. Blogger ranks second with about 724 million monthly minutes, which is more than double the roughly 325 million monthly minutes spent by users of number five social networking/blogging site LinkedIn.

723,793
Facebook Blogger

623,525
Tumblr

565,156
Twitter

325,679
LinkedIn

The Social Media Data Stacks

The Facebook User: 5 More Hours on Site


Top 10 Web Brands by Time Spent Time per viewer, hh:mm, per month, August 2011 Source: The Nielsen Company

Facebook AOL Media Yahoo Google MSN/Windows Live/Bing YouTube Wikipedia Apple Microsoft Amazon

7:46

In measuring time spent per user, Nielsen


2:53
2:12 1:48 1:44 1:41 1:18 1:06 0:45 0:31

data shows that for the second straight month, Facebook dominated U.S. web brands in average monthly time during August 2011. The average Facebook user spent seven hours, 46 minutes on the site.

AOL Media Network, averaged two hours, 52 minutes and 52 seconds. YouTube also ranked in the top 10 with an average of one hour, 41 minutes of user time for the month.

The Social Media Data Stacks

Facebook Global: 734 Million Visitors


Top 10 Global Social Networks By unique visitors (000), June 2011 Source: comScore

Facebook
Twitter Windows Live Profile LinkedIn QQ.com microblogging MySpace Renren Vkontakte 144,441 119,467 84,356 74,821 71,526 66,073 61,035 51,754 37,600

734,240

A September 2011 report from comScore logs 734.2 million unique visitors to Facebook.com globally in June 2011, an increase of 33% from the previous year.

Meanwhile, Twitter.com climbed its way to the no.


2 position reaching 144.4 million visitors (up 56%), followed by Windows Live Profile at 119.5 million visitors.

Professional social network LinkedIn.com reached

more than 84 million visitors globally to secure the


Orkut
Yahoo Pulse

no. 4 spot, followed by Chinese site QQ.com microblogging with 74.8 million visitors.

The Social Media Data Stacks

Facebook USA: 140 Million Visitors


Top Network & Blog Sites Average monthly unique visitors (000), Q3 2011 Source: The Nielsen Company

Looking at the top 10 U.S. social networking/blogging sites during Q3


140,336

2011, Nielsen reports that Facebook, with an average monthly audience of more than 140 million, almost triples the average monthly audience (50 million) of its nearest competitor, Blogger. With this audience, Facebook reaches 70% of active internet users.

50,055

23,617

22,417

19,250

17,786

11,870

8,578

8,397

7,601
Wikia

Facebook

Blogger

Twitter

Wordpress

MySpace

LinkedIn

Tumblr

Six Apart Typepad

Yahoo Pulse

The Social Media Data Stacks

10

TRENDS, SHORT & LONG

Rise and Fall; Facebooks Steady Climb


Top Social Networking Sites and Forums By US market share of visits (%), 2008-2011 Source: Experian Hitwise

Experian Hitwise tracks the top 10 social networking sites each month. This chart compiles the monthly data since 2008, but excludes a number of sites that have appeared in the top 10, but dropped off.

70% 60% 50% 40% 30% 20% 10% 0%

Facebook

YouTube

MySpace

Yahoo! Answers

Twitter

Linkedin

The Social Media Data Stacks

12

M-o-M, LinkedIn Makes Headway


Top Social Networking Sites and Forums By US market share of visits (%), August & September 2011 Source: Experian Hitwise August 2011
Facebook YouTube Twitter Yahoo! Answers Tagged MySpace Linkedin myYearbook iVillage Mylife 64.5% 20.0% Facebook YouTube Twitter Yahoo! Answers Tagged Linkedin MySpace iVillage myYearbook Mylife

Experian Hitwise data shows more movement up for LinkedIn, a trend noticeable in the past year.
September 2011
65.2% 19.7%

1.36%
1.03% 0.74% 0.66%

1.23%
1.04% 0.74% 0.64%

0.57%
0.46% 0.41% 0.34%

0.61%
0.44% 0.40% 0.33%

The Social Media Data Stacks

13

Average Time Spent: 5.4 Hours/Month


Share of Visitors and Time Spent, by Region % of total, June 2011 Source: comScore

Globally, internet users averaged 5.4 hours on social networking sites during the month of June, according to comScore. Examining

regional social network usage trends, Europe takes a leading 38.1%


share of minutes, followed by North America (21.5%). Interestingly,
38.1% 32.5% 30.1%

Asia-Pacifics share of minutes (16.5%) is only roughly half as large as its share of visitors.

21.4% 18.1% 16.5% 12.8% 10.2% 9.1% 11.2%

Europe

N. America

Asia-Pacific

Latin America

Mid East-Africa

Share of visitors

Share of minutes

The Social Media Data Stacks

14

Facebook Scores Lowest for Satisfaction


Social Media Customer Satisfaction Scores Index: 100-point scale, 2010 v.2011 Source: ACSI / Foresee Results

Based on customer satisfaction scores,


77 70 70 78 73 74 72

here is one area where Facebook does


67 64 66 63

not win, hands down, according to the 2011 American Customer Satisfaction Index (ACSI) E-Business Report.

Facebook, despite a 3% improvement year-over-year, is the lowest-scoring site in the social media category as well as of
Aggregate Wikipedia.org YouTube.org 2010 All others 2011 Facebook.com MySpace.com

all companies measured.

Research Note: Twitter.com is not measured individually, because many Twitter users access the service through other websites or platforms. However, Twitter, LinkedIn and other players are represented within the aggregate category score, as well as in the All Others category. MySpace had a sample size too small for inclusion in the 2011 study.

The report found that Google, which scored 83 points, is one of the highestscoring companies overall.

The Social Media Data Stacks

15

Google+ Jumps to 8th, 1269% Spike


Top Social Networking Sites and Forums U.S. market share of visits, Week ending September 24, 2011 Source: Experian Hitwise

Facebook YouTube Twitter Yahoo! Answers Tagged Linkedin MySpace Google+ myYearbook iVillage 19.6% 1.22% 1.03% 0.73% 0.66% 0.60% 0.55% 0.39% 0.36%

64.9%

Enter Google. Google+ emerged as a player in the Social Network and Forums category in late September, Experian Hitwise reported, a day after the site went from invitationonly to "open access" and became available to everyone.

Opening access created a massive spike in market share of visits for the site, with a 1269% growth from the week ending September 17 to the week of September 24. The site also received nearly 15 million total US visits last week.

In just one week, Google+ went from ranking as 54th most visited site in the Social Networking and Forums category to 8th place.

The Social Media Data Stacks

16

Google+ Grabs 15 Million Visitors


Top Social Networking sites and Forums Total visits, millions Week ending September 24, 2011 Source: Experian Hitwise

Facebook YouTube Twitter Yahoo! Answers Tagged Linkedin MySpace Google+ myYearbook iVillage

1,758 530

Google+ also received nearly 15 million total US visits during the week of its initial public offering, according to Experian Hitwise, not quite half of what Twitter attracted in that time. Google+ also created a decent challenge to

33.08 28.01 19.66 17.80 16.33 14.98 10.58


10.34

MySpace and LinkedIn, sites that received about 16 million and 18 million visits, respectively. During the invite-stage of the launch, for week ending July 16, Google+ received 1.86 million total visits.

The Social Media Data Stacks

17

Google+ Audience Tends to be Affluent


Google+ Site Visitor Statistics, Four weeks ending July 16 % of visitors to Google+ compared to Experian "online population" data, July 2011 Source: Experian Hitwise

38.4%

The highest share of visits to Google+


in its first month came from those between the ages of 25-34 and those
26.9%
27.7%

between 18 and 34, who were more likely than the overall online population

18.2%

18.6% 12.7% 12.2%

18.3% 14.9% 12.3%

to visit. The audience to Google+ tends to be more affluent, over-indexing for those earning a household income of $60k and over, particularly $150k and up, according to analysis from Experian Hitwise.

The Social Media Data Stacks

18

USER STATS & DATA

Site Usage Grows from 8% to 65%


Social Network Site Use Growth % of online adults, 2005-2011 Source: Pew Internet & American Life Project

Pew Research found that two-thirds of adult internet users (65%) now use a social
65% 61%

networking site like MySpace, Facebook or LinkedIn, up almost 7% from one year ago (61%), and this is about eight times the 8%

46% 43% 38% 29% 27%

who said they used social networking sites in 2005.

Looking at usage on a typical day, 43% of online adults use social networking. Out of all the daily online activities that Pew polls

16% 8%
9% 2% 2005 2006 2007 2008 2009 2010 2011 13%

about, only email (which 61% of internet users access on a typical day) and search engines (which 59% use on a typical day) are used more frequently than social networking tools.

Ever

Yesterday

The Social Media Data Stacks

20

Females, 18-34, Most Active on SocNets


U.S. Social Network Use by Age, Demographics Base: U.S. social media users, Q3 2011 Source: The Nielsen Company

Females make up the majority of visitors to social networks and blogs, and people
103 88 108 104 98 100 91 101 103 94

aged 18-34 have the highest


102
101

96

concentration of visitors among all age

groups, according to Nielsen data.

During Q3 2011, women were 3% more likely than average to use social networkers, and 18-to-34-year-olds were 8% more likely than average.

The Social Media Data Stacks

21

55+ Users Double Mobile Visits


Social Network Growth, by Age, Ethnicity % change, Q3 2010 v. Q3 2011 Source: The Nielsen Company

Another important area to watch the convergence of social and mobile.


109%

More than twice as many people age 55 and older visited social networks

on their mobile phone in Q3 2011


76% 61% 68% 67% 70%

compared to Q3 2010, according to data from Nielsens The Social Media Report Q3 2011. Thats a

45%

41%

44%

37%

jump of 109% year-over-year.

16%

Other demographic groups experiencing notably large growth in mobile social networking compared to Q3 2010 include Asian/Pacific Islanders (76%), 35-to-54-year-olds (68%), whites (67%), and 18-to-34year-olds (61%).

The Social Media Data Stacks

22

9 in 10 Parents Seek Friends, Family


Social Media Use for Friend/Family Reasons % of respondents, October 2011 Source: NM Incite

Social networks are most likely to be used for reasons interaction with friends and family,
91% 89% 92%

according to NM Incites State of Social Media


87% 88% 78% 66% 70%

86%

Survey, this is even more likely among social networkers who are parents.

91% of parents and 86% non-parents who are social networkers, use social networks to find and/or maintain old friends. Family contact closely follows as a reason to use social networks by 92% of parents and 87% of non-

parents. Finding new friends is somewhat less


Find/maintain old friends Parents Family contact Non-parents Find new friends Total

popular, cited by 78% of parents and 66% of non-parents.

The Social Media Data Stacks

23

7 in 10 Parents Seek Some LOLs


Social Media Use for Lifestyle/Entertainment Purposes % of respondents, October 2011 Source: NM Incite

Adults are turning to social network sites for entertainment, creative outlets, gaming, gathering how-to info and following celebrities. Interestingly, only 16% of social networkers are there for dating.

76% 63%

73%

67%
59%

64% 54% 43% 47% 47% 45% 45% 39% 34% 35%

13%

17% 16%

Entertainment

Creative outlet

Gaming

How-to info

Following celebrities

Dating

Parents

Non-parents

Total

The Social Media Data Stacks

24

Half of Twitter Users Discuss TV Shows


Social Media Commentary while Watching TV % of respondents, July 2011 Source: TVGuide.com

Social media networks, at the moment, still complement traditional TV viewing. A high percentage of Twitter users who tweet while watching a TV show discuss the show theyre watching, more often than Facebook users who log in during a TV show, according to TVGuide.com. The TVGuide.com User Research Study indicates 50% of Twitter users discuss a show they are watching, one-third more than the 35% of Facebook users.

The Social Media Data Stacks

Half of Viewers Tweet about TV Shows


Social Media Commentary while Watching TV % of respondents, July 2011 Source: TVGuide.com

Social media networks, at the moment, still complement traditional


65%

TV viewing. A high percentage of Twitter users who tweet while

50%

50%

watching a TV show discuss the


show theyre watching, more often than Facebook users who log in

35%

during a TV show, according to TVGuide.com. The TVGuide.com User Research Study indicates 50% of Twitter users discuss a show they are watching, one-third more than the

I talk about the show I'm watching Twitter users

I talk about something else Facebook users

35% of Facebook users.

The Social Media Data Stacks

25

Twitter Bursts Suit TV Discussions


Social Media Commentary about TV Programs % of respondents, July 2011 Source: TVGuide.com

TVGuide found that social media users are


69% 62% 68%

more likely to talk about their favorite shows on Twitter and Facebook before and after the show airs rather than during the show.

47%

47%

On Twitter, 62% said they engage before the show airs, 69% after, and 47% during. On Facebook, only 47% engage before the
24%

show airs (24% less than Twitter users), 68% after, and 24% during (almost 50% less).

Twitter users

Facebook users

Before the show

During the show

After the show

The Social Media Data Stacks

26

LinkedIn Top Choice for Journalists


Social Media Use by Journalists % of respondents, August 2011 Source: Arketi Web Watch

Twitter may have gotten a great deal of use during press coverage of world events, but it is LinkedIn is a top choice for some media professionals. 92% of business journalists have a LinkedIn account,

92%
85% 84%

according to the Arketi Web Watch Media Survey. Facebook follows with 85% of journalists using the site. Journalists use Twitter at almost the same rate 84%. Generic blog sites have higher usage rates than branded social media sites such as Digg, Flickr and MySpace.
58% 49%

28% 20% 18% 15%

14%

LinkedIn

Facebook

Twitter

YouTube

Blog site

Flickr

Digg

MySpace

Delicious Foursquare

The Social Media Data Stacks

27

COMPANIES & SOCIAL MEDIA MARKETING

Who is Measuring Social Media Value?


Use of Social Media Measurement Frameworks % of respondents, August 2011 Source: Altimeter Group

Social media sites are wildly popular, but there are still no marketing rules carved in stone, and many companies grapple with
Advanced

44%

56%

measuring its value. A majority of

companies do not have standard


frameworks in place to measure the value of social media, according to A
Intermediate

26%

74%

Framework for Social Analytics from Altimeter Group.

Only 44% of companies considered


Novice

16%

84%

advanced in their integration of social media, as well as 26% of intermediate companies and 16% of novice companies,

We have

We don't have

agree they have standard measurement frameworks to help benchmark social media deployments.

The Social Media Data Stacks

29

68% of CMOs Challenged by Social Media


Marketing Challenges Reported by CMOs % of respondents, October 2011 Source: IBM

Nearly seven in 10 (68%) global chief


Data explosion Social media Growth of channel and device choices Shifting consumer demographics Financial constraints Decreasing brand loyalty Growth market opportunities 71% 68% 65% 63%

marketing officers (CMOs) feel unprepared for the demands of social media marketing, according to a study released by IBM. This is second only to the 71% who are challenged by the socalled marketing data explosion.

59%
57% 56% 56% 56% 55% 54% 50% 47%

A large portion of CMOs also feel

ROI accountability
Customer collaboration and influence Privacy considerations Global outsourcing Regulatory considerations Corporate transparency

unprepared for growth of channel and


device choices (65%), shifting consumer demographics (63%) and financial constraints (59%).

The Social Media Data Stacks

30

Top Performing CMOs Not Too Far Ahead


Marketing "Unpreparedness" by Performance % of respondents who reported "unpreparedness, October 2011 Source: IBM

The IBM study found that even when


77% 65% 66% 70% 56%

respondents were divided into


73% 72%

outperforming and underperforming segments, large percentages of

57%

outperformers still feel unprepared for


many developing trends.

Regarding social media, 66% of the best performing organizations feel unprepared for social media marketing, and 70% of the underperforming companies reported
Data explosion Social media Growth of channel and device choices Shifting consumer demographics

being unprepared.

Outperformers

Underperformers

The Social Media Data Stacks

31

Brand Sentiment Valued, not Measured


Social Media Measurements (% of respondents, July 2011 Source: Adobe and Econsultancy

More than half (54%) of North American marketers measure the


81%

traffic volume generated by social media, according to research from Adobe and Econsultancy. A similar

54% 53%

53% 55%

53% 55%

55% 49% 49% 48% 34%

53% also measure engagement with

their Facebook brand page and


Twitter accounts.

Brand sentiment was ranked high in perceived importance (81%), but in


Volume of traffic from social media Engagement with Facebook brand page Engagement Frequency of with Twitter social media account(s) brand mentions Brand sentiment Engagement with LinkedIn account(s)

terms of a current practice, only 49% measure it. Slightly fewer marketers think social media traffic volume is important (53%) than currently measure it.

We measure this

Important

The Social Media Data Stacks

32

Social Media Data Feeds Strategy


Actionable Uses of Social Media Data % of respondents, August 2011 Source: WebLiquid and RSW/US

Almost 30% of senior marketing executives


Communications strategy

27%

engaging in social media monitoring incorporate the information into their

Customer service enhancements

18%

communications strategy, according to data

from WebLiquid and RSW/US.


Customer service enhancements ranging from automated search engine alerts to

Media planning

14%

Organic search optimization

13%

specific data queries and third-party research followed at close to 20%.

Paid search optimization

10%

Other relatively popular answers include


Display advertising optimization

8%

media planning (almost 15%) and organic search optimization (more than 10%).

Other

5%

The Social Media Data Stacks

33

Google Alerts is Tool of Choice


Popular Social Media Monitoring Tools % of respondents, August 2011 Source: WebLiquid and RSW/US

Senior marketing executives in the


50.0% 45.0% 40.0% 35.0% 30.0%

WebLiquid survey named Google Alerts as the most popular social media monitoring tool among survey respondents, with slightly more than 45% reported usage. Not monitoring social media was the second most-popular response.

25.0%
20.0% 15.0% 10.0% 5.0% 0.0%

The Social Media Data Stacks

34

SocNets Ads Lag Behind Other Formats


Consumer Actions by Ad Type % who reported action in past six months, August 2011 Source: Internet Advertising Bureau
Video Email ad ad Search ad/ Sponsored Web/ Social Mobile Banner ad media ad ad

Action

Total

Social media advertising prompts consumers to become a fan on a social media network, but otherwise performs below most other types of digital ads,

Done any action

59

41

37

41

37

28

17

Clicked on ad
Visited advertiser's site Search for more product/service info Became fan on a socnet Went to retail location to see/purchase Purchased online Shared ad via email, Twitter, socnet Sent an email, text to advertiser Called advertiser for more info

45
38 28 18 17 16 11 9 8

26
22 16 10 10 9 5 5 4

22
19 13 4 7 7 5 4 4

27
19 12 3 5 4 3 4 3

23
17 11 4 5 4 3 3 3

15
12 8 12 6 5 5 4 4

7
8 6 4 5 4 4 3 3

according to a study from the


Internet Advertising Bureau (IAB).

For example, 41% of both video and search ad viewers have taken some type of action resulting from

the ad in the past six months, while


on 28% of social media ad viewers were inspired to act.

The Social Media Data Stacks

35

How are Marketing Budgets Affected?


Planned Use of SEO Marketing, Online Advertising % of respondents who are actively social media marketing, April 2011 Source: SocialMedia Examiner

SEO Marketing

Online Advertising

SocialMedia Examiner found that seven in 10 (71%) marketers who use social media plan to increase their use of search engine

8% 27% 20% 46% 1% 71% 24%

optimization (SEO) in the near future. Only 1% plan to decrease their use of SEO and 8% have no plans to utilize it.

Slightly less than half (46%) of social marketers plan on increasing their online advertising efforts, with 27% having no
3%
Increase Decrease Stay the same No plans to utilize

plans to utilize online advertising. 24% will keep online advertising levels the same and

3% will decrease them.

The Social Media Data Stacks

36

2 in 3 Will Increase Email Marketing


Planned Use of Email Marketing, Webinars % of respondents who are actively social media marketing, April 2011 Source: SocialMedia Examiner

Email Marketing

Webinars

Nearly two in three social marketers (64%) plan on increasing their email marketing efforts in the near future. Some, 3% percent, plan to decrease email usage, and 5% have no plans for email. 27% will keep

5%

27%

42%

41%

its usage the same.

Four in 10 (42%) of social marketers have


65% 3% 16% 1%

no plans to use webinars, with another 41% planning on increasing their use of these tools and 16% keeping their usage the

same; it would seem that many businesses


are not yet sold on the idea of virtual

Increase

Decrease

Stay the same

No plans to utilize

events.

The Social Media Data Stacks

37

Facebook: 281% Ad Spend Growth


Facebook Advertising Growth % change, Q2 2010 v. Q2 2011 Source: IgnitionOne

281%

Looking at ad growth on Facebook, spending on and impressions of Facebook ads both increased dramatically between Q2 2010 and Q2 2011, according to IgnitionOne.
200%

Facebook ad spend of all clients increased 281% year-over-year in Q2, while Facebook

ad impressions of all clients grew 200%.

Facebook advertising spend is up 22% YOY on a same-client-basis, with impressions up


22% 11%

11%.

All clients

Same Client

Spend

Impressions

The Social Media Data Stacks

38

CONSUMERS & SOCIAL MEDIA MARKETING

Consumers Expect Something for Like


Consumer Expectations for Brand Liking % of Facebook users, September 2011 Source: ExactTarget
Expect access to exclusive content, events or sales Expect discounts or promotions through Facebook Expect to receive updates about the co. to the newsfeed Expect the company to post updates, photos or videos to newsfeed Expect to share with friends, family and/or coworkers Expect the name of co. to show up on my profile

58% 58% 47% 39% 38% 37% 37% 36% 28% 27% 24%

EaxctTarget reports that more than six in 10 (63%) Facebook users who like a brand or product on Facebook expect something in return. Results from The Meaning of Like indicate that a leading 58% of Facebook likers expect both access to exclusive content, events or sales, and discounts or promotions through Facebook. Only 37% do not expect anything to happen.

Do not expect anything to happen


Expect the co. to send more relevant content based on my public profile Expect to interact with page owner (e.g., brand, person) Expect the co. to access data in my public profile Expect the co. to contact me through other channels

The Social Media Data Stacks

40

Consumers React to Like Marketing


What Constitutes Permission to Market on Facebook? % of respondents, July 2011 Source: ExactTarget

You click a Facebook Like button placed by the company 10% elsewhere on the web

The ExactTarget survey found that the


42% 48%

highest percentage of respondents, a rather low 15%, always expected a marketing initiative after liking a

You like a comment/photo/article posted by a company on Facebook

company at its Facebook page source,


9% 41% 50%

but that dropped to 10% for a click on a Like button elsewhere on the web.

You go to a company Facebook page and like the company

Only 9% always expect marketing after


15% 46% 39%

logging a reaction to Facebook content.

Always

Sometimes

Never

The Social Media Data Stacks

41

1 in 4 Expect Weekly or Monthly Updates


Marketing Contact via Social Networks % of respondents (n=2,997) June 2011 Source: ROI Research and Performics

The highest percentages of online consumers say products, services and companies should communicate via social networks once a month or less and

once a week or less, according to a study from ROI Research and Performics.
28% of online consumers say social network communication should be conducted once a month or less, while 26% say once a week or less.

28% 26%

13% 11% 7% 3% 6% 4% 2%

More than once a day

Once a day

Every other day

Twice a week

Once a week

Twice a month

Once a month or less

Never

Other

The Social Media Data Stacks

42

27% of User Time is Spent on Newsfeed


How Users Spend Time on Facebook % of total engagement, September 2011 Source: comScore

comScore research found that the largest portion of U.S. users time spent within

Facebook is on the individuals homepage


25% 27%

which features the newsfeed. In May 2011, 27% of engagement on Facebook.com occurred on the homepage and Newsfeed, followed by profile viewing (21%), photo viewing (17%) and usage of apps and tools

10% 21% 17%

(10%).

Homepage/Newsfeed

Profiles

Photos

Apps & Tools

All Other

The Social Media Data Stacks

43

4 in 10 Use Facebook for Social Sign-in


Social Sign-in Preferences across Web % of users, Q2 2011 Source: Janrain

Social sign-in is another growing activity among social media users. SSI allows users to
5% 8% 5% Facebook

sign into a restricted access site using existing sign-in data, rather than having to create a new account.

Google

39%
12%

Yahoo

About four in 10 (39%) users of the Janrain Engage social connection service used Facebook for social sign-in (SSI) during Q2

Twitter

Windows Live

2011. This was 30% more than the 30% of users who used number two SSI site Google.

30%

Other (AOL, LinkedIn, PayPal)

Yahoo (12%) and Twitter (8%) remain well behind in third and fourth place, respectively.

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51% Access Facebook via Mobile


Facebook, Twitter Reach among Smartphone Users 3-month average, ending June 2011 Source: Experian Hitwise

According to comScore analysis, Facebook and Twitter brands have developed a


50.9%

growing mobile audience. On average, slightly more than half of U.S. smartphone owners (50.9%) and 31.7% of European
31.7%

smartphone owners accessed Facebook on their device in the three-month period ending June 2011.

12.5% 7.4%

Meanwhile, Twitter reached 12.5% of the smartphone audience in the US and 7.4% of the European smartphone audience.

U.S. smartphone users

European smartphone users

Facebook

Twitter

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8 in 10 Connect to Brands on Facebook


Preferred Social Network for Brand Connection % of social network users, May 2011 Source: Edison Research and Arbitron

Edison Research and Arbitron


6% 3% 5%

found that 80% of US social network users preferred to connect

with brands through Facebook.


6%

80%

Facebook Twitter LinkedIn Other Don't know

This dwarfs all other social media networks, with Twitter in a tie with Dont Know for a very distant second place, at 6% of users.

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SocNet Users Want Deals, Discussion


Social Media Use for Products/Services Information % of respondents, October 2011 Source: NM Incite

NM Incite found that social network


Read consumer feedback

71% 64% 64% 59% 64% 56% 59% 52%

users see the platforms as a useful shopping and research tool, and participate with the desire to view and contribute to reviews of products and

Learn about products

services. 68% of social media users


Get coupons/promos

(71% of parents and 64% of nonparents) go to social networking sites to read product reviews and more than half use these sites to provide product feedback, both positive and negative.

Give positive feedback

Give negative feedback

57% 49%
Parents Non-parents

Getting coupons is also popular, with


58% overall usage (64% of parents and 56% of non-parents).

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Social Sites Impact 35% of Shoppers


Community, Social Tools that Impact Buying % of respondents, June 2011 Source: e-tailing group, PowerReviews

User-generated product reviews Online customer Q&A on product website Community forums (conversations between customers) User-generated videos Facebook company fan pages Facebook newsfeed (friends talking about products) Mobile (iPhone app, text alerts) Twitter (monitor, respond to, and post tweets)

About six in 10 (59%) online shoppers say


59% 42% 26% 15% 13% 13% 9% 9%

user-generated customer product reviews have a significant or good impact on their buying behavior, according to the e-tailing group and PowerReviews.

Community forums influence 26% of


shoppers. The social media sites, altogether, influence the buying behavior of 35% of online shoppers: Facebook fan pages affect 13% of online shoppers; the Facebook newsfeed influences another 13% and Twitter, another

9%.

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On Average, 29% Seek Purchase Advice


Social Networks as a Source of Purchasing Advice % of respondents who sought advice, June 2011 Source: ROI Research and Performics

Social networks are a resource, with an average of 29% of consumers seeking buying advice. Less than half of online consumers obtain

purchase advice on products in any vertical covered by the survey,


with appliances the most popular at 46%. The only other vertical which more than four in 10 online consumers said they go to social networks to receive purchase advice for was electronics (42%).
46% 42% 39% 34% 33% 33% 31% 30%

28%

28%

26%

25%

24%

23%

22%

21%

19%

17%

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Active SocNet Users Take It Offline


Lifestyle Habits of Active Social Network Users % of total, compared to average internet users, Q3 2011 Source: The Nielsen Company

More likely to be heavy spenders on music Already follow a brand More like to be heavy spenders on clothing, More likely to go on a date More likely to give opinion about TV Already follow a celebrity More likely to give opinion on politics, current More likely to attend a pro sports event More likely to work out at a club

75%
53% 47% 45% 33% 32% 26% 19% 18%

Active social network users, according to Nielsen, are 75% more likely to spend heavily on music and 47% more likely to heavily spend on clothing, shoes and accessories. They are 45% more likely to go on a date. Other areas where heavy social network users show more likelihood of participating include giving opinions on TV programs (33%), giving opinions on politics and current events (26%), attending professional sporting events (19%) and working out at a gym or health club (18%).

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Sports, Education Lead Discussions


Product Discussion via Social Networks % of respondents who had discussion in vertical June 2011 Source: ROI Research and Performics

The ROI research survey asked consumers about their discussions on a variety of vertical products on social networks. About eight in

10 (79%) online consumers indicated they discuss educational


institutions and sports-related products. Other verticals generating social network discussions with a high rate of consumers include entertainment (74%), automotive (67%) and electronics (63%).
79% 79% 74% 67% 63% 57% 57% 57% 48% 47% 46% 45% 43% 41%

32%

31%

27%

27%

The Social Media Data Stacks

51

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Data Partners
Our data sources for The Social Media Data Stacks are: ACSI / Foresee Results Adobe and Econsultancy Altimeter Group Arketi Web Watch etailing group and PowerReviews ExactTarget IBM IgnitionOne Internet Advertising Bureau Janrain The Nielsen Company NM Incite Pew Internet & American Life Project ROI Research and Performics SocialMedia Examiner TVGuide.com WebLiquid and RSW/US At MarketingCharts, we consistently follow and locate new data sets from our partners in order to publish the most relevant resources for our readers, including our data partners at MarketingCharts.com that are also featured in this report:

MarketingCharts.com is part of the Watershed Publishing network of business-to-business online trade publications. The Social Media Data Stacks is from Watershed Publishings Data Insights series.
Please contact Sarah Roberts at sarah@watershed-publishing.com to become a sponsor of a Data Insights package.

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