SlideShare a Scribd company logo
1 of 17
How Social Media Influences
     Consumer Behavior




Michael Lazerow, CEO & Founder, Buddy Media
Linda Abraham, CMO & Co-Founder, comScore
1
  Nearly in 5 minutes online
  is spent on social networks.
                 2008                         2009                                2010                         2011

35
                                                                                                           Social Networking

30                                                                                                    Search/Navigation

                                                                                                  Retail
25
                                                                                              Communications (Email/IM)

                                                                                          Other Content




Time Spent on Key Categories Online
Worldwide Hours per Month (Billions)

                               Source: comScore Media Metrix, March 2007 - October 2011
#3       Facebook’s worldwide site rank

         55%                Facebook’s global penetration


    3    in 4 minutes on social networking sites
         are spent on Facebook


1   in 7 minutes spent online
    are spent on Facebook




                 Source: comScore Media Metrix, October 2011
Propel Crowd-Sources Its Holiday Content




              © comScore, Inc.   Proprietary.   4
Lexus Uses Facebook To Raise Money For Charity




             © comScore, Inc.   Proprietary.   5
Walmart Provides Gift Recommendations From Friends




             © comScore, Inc.   Proprietary.   6
Best Buy And Leading Retailers Made Effective Use Of Facebook To
Promote Their Black Friday Doorbusters




               © comScore, Inc.   Proprietary.   7
The Fan Page Is A Great Starting Point… But Remember That
Most Brand Exposures Happen On The News Feed!




                      25%
     10%
                                                    27%                            Homepage/Newsfeed
                                                                                   Profiles
   17%                                                                             Photos
                                                                                   Apps/Tools
                                 21%                                               All Other




      Share of Time Spent on Facebook

                                                    Source: comScore Mediabuilder, U.S.,
              © comScore, Inc.   Proprietary.   8   May 2011
You’ve got fans.
                  And they’ve got
                  friends.




How can you measure the impact on both?
Those you seek might be different than those who seek you


                          Starbucks: Demographic Analysis
      % of Starbucks Store Visitors vs. % of Brand-Exposed Starbucks Facebook Fans



 Age 18-24                                                                                                                      31%
                                                                                  20%
 Age 25-34                                                                                                       29%
                                                                                                              26%
 Age 35-44                                                                     19%
                                                                                 20%
 Age 45-54                                                      15%
                                                                                 19%
 Age 55-64                   5%
                                                     10%
  Age 65+          2%
                            5%

              % of Starbucks Fans                           % of Starbucks Store Visitors

                   © comScore, Inc.   Proprietary.         10   Source: comScore Social Essentials and comScore Plan Metrix, U.S., May 2011
Brands control the three basic levers that will
determine social media marketing success.
                       Many brands don’t consider
                        these intermediary steps




                Brand         Fans “Talk       News Feed    Goal: Max
Get Fans      Messages         About”           Content
 (Who are    Reach Fans       News Feed        Spreads to   Reach, R
  they?)                                                       OI
            in News Feed       Content          Friends




     1. Cut-Through 2. Engagement 3. Amplification
Earned Value Can Be Significant


              Walmart: Paid Media vs. Earned Media Analysis
             Social Media Impressions (MM) vs. Display Ad Impressions (MM)

   Estimated Value of
  Earned Impressions                                                    275.4
  Based on $3.55 CPM


                         $417,000
                                      117.3




                                                     Walmart
                Earned Impressions (MM)                      Paid Impressions (MM)

                                                             Source: comScore Social Essentials, U.S.,
                   © comScore, Inc.   Proprietary.      12   October 2011
When Messages Are Good, Fans Will Tell Their Friends


                   2011 Holiday Retail Promotion Analysis
      Ratio of Friends of Fans Reached to Fans Reached for Leading U.S. Retailers



                                                                               3.5x
                                                                                                                      3.4x
       Lift from
      Promotions                                                                     1.76
                                                                                                                         1.53
                                                   2.7x
            2.2x
                                                       0.92
              0.67
                                                                    0.50                                       0.45
     0.31                           0.34


       Amazon                           Best Buy                          Target                                Walmart
                   Week Ending Oct. 19                              Week Ending Nov. 30
                                                                   Source: comScore Social Essentials, U.S.,
                     © comScore, Inc.   Proprietary.          13   October and November 2011
Friends of Fans Tend to Behave Like Fans
(Birds of a Feather)


    2011 Holiday Retail Promotion Impact Analysis: Week Ending Nov. 30
       Percentage of Brand-Exposed Fans & Friends of Fans Who Visited Retailer Website


              64%



       36%
 27%
                                                                                                                    22% 21%
                                                       18%
                                           13%                              12% 12%                           14%
                             8%                                   9%


    Amazon                      Best Buy                             Target                                     Walmart
                             Total Internet                  Friend of Fan                    Fan

                                                                  Source: comScore Social Essentials, U.S.,
                     © comScore, Inc.   Proprietary.         14   November 2011
In Retail, Social Promise is Delivering


          Black Friday: Web Traffic Analysis for Leading Retailers
               Unique Visitors (MM) on Black Friday 2011 vs. Black Friday 2010

               61%

                 14.5                                 32%

                                                                          61%
                                                       9.6                                                  11%
         9.0
                                       7.3                                  6.6
                                                                                                4.6            5.1
                                                                  4.1



          Amazon               Walmart                            Best Buy         Target
                         Black Friday 2010                        Black Friday 2011
                                                                    Source: comScore Social Essentials, U.S., November 2011


                    © comScore, Inc.   Proprietary.          15
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
michael@buddymedia.com
labraham@comscore.com


Follow our presenters on Twitter:
@Linda_Abraham | @lazerow

More Related Content

What's hot

Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media MarketingActa School
 
Social media & its role in marketing - Grape5
Social media & its role in marketing - Grape5Social media & its role in marketing - Grape5
Social media & its role in marketing - Grape5Grape5
 
Facebook Marketing Presentation.
Facebook  Marketing  Presentation. Facebook  Marketing  Presentation.
Facebook Marketing Presentation. DeepprakashGoyal
 
Social Media Marketing presentation
Social Media Marketing presentationSocial Media Marketing presentation
Social Media Marketing presentationChidi Okereke
 
Social media impact on consumer
Social media impact on consumerSocial media impact on consumer
Social media impact on consumerMuhammad Qasim
 
Social Media & Advertising
Social Media & AdvertisingSocial Media & Advertising
Social Media & AdvertisingNick Westergaard
 
What is social media marketing
What is social media marketingWhat is social media marketing
What is social media marketingAamirMajeed30
 
Impact of social media on business
Impact of social media on businessImpact of social media on business
Impact of social media on businessN V Jagadeesh Kumar
 
Consumer Insights PowerPoint Presentation Slides
Consumer Insights PowerPoint Presentation Slides Consumer Insights PowerPoint Presentation Slides
Consumer Insights PowerPoint Presentation Slides SlideTeam
 
Benefits of social media marketing
Benefits of social media marketingBenefits of social media marketing
Benefits of social media marketinglilgegham
 
Social Media Marketing Project pdf.
Social Media Marketing Project pdf.Social Media Marketing Project pdf.
Social Media Marketing Project pdf.RishiRoy36
 
Role of social media in marketing
Role of social media in marketingRole of social media in marketing
Role of social media in marketingMuhammad Saim
 
Social media marketing strategy
Social media marketing strategySocial media marketing strategy
Social media marketing strategyDave Chaffey
 
The impact of Social Media on Marketing Strategy
The impact of Social Media on Marketing StrategyThe impact of Social Media on Marketing Strategy
The impact of Social Media on Marketing StrategyNew River Marketing
 

What's hot (20)

Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
 
Social media & its role in marketing - Grape5
Social media & its role in marketing - Grape5Social media & its role in marketing - Grape5
Social media & its role in marketing - Grape5
 
Facebook Marketing Presentation.
Facebook  Marketing  Presentation. Facebook  Marketing  Presentation.
Facebook Marketing Presentation.
 
Social Media Marketing presentation
Social Media Marketing presentationSocial Media Marketing presentation
Social Media Marketing presentation
 
Social media impact on consumer
Social media impact on consumerSocial media impact on consumer
Social media impact on consumer
 
Social Media Campaign
Social Media CampaignSocial Media Campaign
Social Media Campaign
 
Social Media & Advertising
Social Media & AdvertisingSocial Media & Advertising
Social Media & Advertising
 
What is social media marketing
What is social media marketingWhat is social media marketing
What is social media marketing
 
Impact of social media on business
Impact of social media on businessImpact of social media on business
Impact of social media on business
 
What is social media marketing
What is social media marketingWhat is social media marketing
What is social media marketing
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
Consumer Insights PowerPoint Presentation Slides
Consumer Insights PowerPoint Presentation Slides Consumer Insights PowerPoint Presentation Slides
Consumer Insights PowerPoint Presentation Slides
 
Benefits of social media marketing
Benefits of social media marketingBenefits of social media marketing
Benefits of social media marketing
 
PPT on Social Media Marketing
PPT on Social Media Marketing PPT on Social Media Marketing
PPT on Social Media Marketing
 
Role of social media in marketing
Role of social media in marketingRole of social media in marketing
Role of social media in marketing
 
Social Media Marketing Project pdf.
Social Media Marketing Project pdf.Social Media Marketing Project pdf.
Social Media Marketing Project pdf.
 
Role of social media in marketing
Role of social media in marketingRole of social media in marketing
Role of social media in marketing
 
Social media marketing strategy
Social media marketing strategySocial media marketing strategy
Social media marketing strategy
 
The impact of Social Media on Marketing Strategy
The impact of Social Media on Marketing StrategyThe impact of Social Media on Marketing Strategy
The impact of Social Media on Marketing Strategy
 

Similar to How Social Media Influences Consumer Behavior

The Value of Social Media in B2B
The Value of Social Media in B2BThe Value of Social Media in B2B
The Value of Social Media in B2BCarmen Hill
 
Social Media and Hospitality - Mark Nolan's Class, Shannon College of Hotel M...
Social Media and Hospitality - Mark Nolan's Class, Shannon College of Hotel M...Social Media and Hospitality - Mark Nolan's Class, Shannon College of Hotel M...
Social Media and Hospitality - Mark Nolan's Class, Shannon College of Hotel M...Avvio
 
Forrester deck 10 21-12
Forrester deck 10 21-12Forrester deck 10 21-12
Forrester deck 10 21-12Matt Moog
 
U Mass Dartmouth Social Media Inthe 2009 Inc. 500
U Mass Dartmouth   Social Media Inthe 2009 Inc. 500U Mass Dartmouth   Social Media Inthe 2009 Inc. 500
U Mass Dartmouth Social Media Inthe 2009 Inc. 500Ann Honomichl
 
Social Media Attribution - Havas Digital Insights
Social Media Attribution - Havas Digital InsightsSocial Media Attribution - Havas Digital Insights
Social Media Attribution - Havas Digital InsightsHavas Media
 
Havas Digital - Social Media Attribution
Havas Digital - Social Media AttributionHavas Digital - Social Media Attribution
Havas Digital - Social Media AttributionHavas Media Miami
 
12.10.09 Lumen & CEMA Webinar: Leveraging Social Media to Drive Better Attend...
12.10.09 Lumen & CEMA Webinar: Leveraging Social Media to Drive Better Attend...12.10.09 Lumen & CEMA Webinar: Leveraging Social Media to Drive Better Attend...
12.10.09 Lumen & CEMA Webinar: Leveraging Social Media to Drive Better Attend...Lumen Consulting
 
7 effective strategies to use social media for your business
7 effective strategies to use social media for your business7 effective strategies to use social media for your business
7 effective strategies to use social media for your businessMilena Regos
 
Productive social-marketing
Productive social-marketingProductive social-marketing
Productive social-marketingEvgeny Tsarkov
 
Answering Demands to "Go Viral"
Answering Demands to "Go Viral"Answering Demands to "Go Viral"
Answering Demands to "Go Viral"360i
 
25 ways to measure and analyze your social media marketing ROI
25 ways to measure and analyze your social media marketing ROI25 ways to measure and analyze your social media marketing ROI
25 ways to measure and analyze your social media marketing ROIMilena Regos
 
Kreative.asia Refining the ROI Equation
Kreative.asia Refining the ROI EquationKreative.asia Refining the ROI Equation
Kreative.asia Refining the ROI EquationEsther Lim
 
Engage Influencers: The Social Challenge
Engage Influencers: The Social ChallengeEngage Influencers: The Social Challenge
Engage Influencers: The Social ChallengeAcxiom Corporation
 
Peran Social Media Dalam Business dan Dampaknya Untuk Penyebaran Idea
Peran Social Media Dalam Business dan Dampaknya Untuk Penyebaran IdeaPeran Social Media Dalam Business dan Dampaknya Untuk Penyebaran Idea
Peran Social Media Dalam Business dan Dampaknya Untuk Penyebaran IdeaTeguh Andoria
 
Comprehensive social media strategy by john bell
Comprehensive social media strategy by john bellComprehensive social media strategy by john bell
Comprehensive social media strategy by john bellJohn Bell
 
Social and mobile uproar
Social and mobile uproarSocial and mobile uproar
Social and mobile uproarEpiserver
 

Similar to How Social Media Influences Consumer Behavior (20)

The Value of Social Media in B2B
The Value of Social Media in B2BThe Value of Social Media in B2B
The Value of Social Media in B2B
 
Integrating Social Media into Reputation Management
Integrating Social Media into Reputation ManagementIntegrating Social Media into Reputation Management
Integrating Social Media into Reputation Management
 
Please Like Me
Please Like MePlease Like Me
Please Like Me
 
Social Media and Hospitality - Mark Nolan's Class, Shannon College of Hotel M...
Social Media and Hospitality - Mark Nolan's Class, Shannon College of Hotel M...Social Media and Hospitality - Mark Nolan's Class, Shannon College of Hotel M...
Social Media and Hospitality - Mark Nolan's Class, Shannon College of Hotel M...
 
Forrester deck 10 21-12
Forrester deck 10 21-12Forrester deck 10 21-12
Forrester deck 10 21-12
 
U Mass Dartmouth Social Media Inthe 2009 Inc. 500
U Mass Dartmouth   Social Media Inthe 2009 Inc. 500U Mass Dartmouth   Social Media Inthe 2009 Inc. 500
U Mass Dartmouth Social Media Inthe 2009 Inc. 500
 
Social Media Attribution - Havas Digital Insights
Social Media Attribution - Havas Digital InsightsSocial Media Attribution - Havas Digital Insights
Social Media Attribution - Havas Digital Insights
 
Havas Digital - Social Media Attribution
Havas Digital - Social Media AttributionHavas Digital - Social Media Attribution
Havas Digital - Social Media Attribution
 
12.10.09 Lumen & CEMA Webinar: Leveraging Social Media to Drive Better Attend...
12.10.09 Lumen & CEMA Webinar: Leveraging Social Media to Drive Better Attend...12.10.09 Lumen & CEMA Webinar: Leveraging Social Media to Drive Better Attend...
12.10.09 Lumen & CEMA Webinar: Leveraging Social Media to Drive Better Attend...
 
7 effective strategies to use social media for your business
7 effective strategies to use social media for your business7 effective strategies to use social media for your business
7 effective strategies to use social media for your business
 
Productive social-marketing
Productive social-marketingProductive social-marketing
Productive social-marketing
 
Productive Social-Marketing
Productive Social-MarketingProductive Social-Marketing
Productive Social-Marketing
 
Answering Demands to "Go Viral"
Answering Demands to "Go Viral"Answering Demands to "Go Viral"
Answering Demands to "Go Viral"
 
NWTWC presentation
NWTWC presentationNWTWC presentation
NWTWC presentation
 
25 ways to measure and analyze your social media marketing ROI
25 ways to measure and analyze your social media marketing ROI25 ways to measure and analyze your social media marketing ROI
25 ways to measure and analyze your social media marketing ROI
 
Kreative.asia Refining the ROI Equation
Kreative.asia Refining the ROI EquationKreative.asia Refining the ROI Equation
Kreative.asia Refining the ROI Equation
 
Engage Influencers: The Social Challenge
Engage Influencers: The Social ChallengeEngage Influencers: The Social Challenge
Engage Influencers: The Social Challenge
 
Peran Social Media Dalam Business dan Dampaknya Untuk Penyebaran Idea
Peran Social Media Dalam Business dan Dampaknya Untuk Penyebaran IdeaPeran Social Media Dalam Business dan Dampaknya Untuk Penyebaran Idea
Peran Social Media Dalam Business dan Dampaknya Untuk Penyebaran Idea
 
Comprehensive social media strategy by john bell
Comprehensive social media strategy by john bellComprehensive social media strategy by john bell
Comprehensive social media strategy by john bell
 
Social and mobile uproar
Social and mobile uproarSocial and mobile uproar
Social and mobile uproar
 

More from Michael Lazerow

Latest Facebook Page Trends #LeWeb
Latest Facebook Page Trends #LeWebLatest Facebook Page Trends #LeWeb
Latest Facebook Page Trends #LeWebMichael Lazerow
 
How Are Brands Using Facebook Right Now?
How Are Brands Using Facebook Right Now?How Are Brands Using Facebook Right Now?
How Are Brands Using Facebook Right Now?Michael Lazerow
 
Social Commerce - Hype or Reality? Three Breakthrough Ideas that Work Today
Social Commerce - Hype or Reality? Three Breakthrough Ideas that Work TodaySocial Commerce - Hype or Reality? Three Breakthrough Ideas that Work Today
Social Commerce - Hype or Reality? Three Breakthrough Ideas that Work TodayMichael Lazerow
 
Facebook Is Not A Marketing Channel. Facebook is THE Marketing Channel
Facebook Is Not A Marketing Channel. Facebook is THE Marketing ChannelFacebook Is Not A Marketing Channel. Facebook is THE Marketing Channel
Facebook Is Not A Marketing Channel. Facebook is THE Marketing ChannelMichael Lazerow
 
Building Across The Social Web - The Implications of Social Web Technologies ...
Building Across The Social Web - The Implications of Social Web Technologies ...Building Across The Social Web - The Implications of Social Web Technologies ...
Building Across The Social Web - The Implications of Social Web Technologies ...Michael Lazerow
 
Buddy Media OnMedia CEO Presentation Deck
Buddy Media OnMedia CEO Presentation DeckBuddy Media OnMedia CEO Presentation Deck
Buddy Media OnMedia CEO Presentation DeckMichael Lazerow
 
Social Brand Marketing For Web 2.0
Social Brand Marketing For Web 2.0Social Brand Marketing For Web 2.0
Social Brand Marketing For Web 2.0Michael Lazerow
 
Buddy Media Social Ad Summit Presentation
Buddy Media Social Ad Summit PresentationBuddy Media Social Ad Summit Presentation
Buddy Media Social Ad Summit PresentationMichael Lazerow
 
Buddy Media -- Every Brand Needs A Buddy
Buddy Media -- Every Brand Needs A BuddyBuddy Media -- Every Brand Needs A Buddy
Buddy Media -- Every Brand Needs A BuddyMichael Lazerow
 
Buddy Media Capabilities Overview
Buddy Media Capabilities OverviewBuddy Media Capabilities Overview
Buddy Media Capabilities OverviewMichael Lazerow
 
The App Is The New Ad Unit Deck
The App Is The New Ad Unit DeckThe App Is The New Ad Unit Deck
The App Is The New Ad Unit DeckMichael Lazerow
 

More from Michael Lazerow (11)

Latest Facebook Page Trends #LeWeb
Latest Facebook Page Trends #LeWebLatest Facebook Page Trends #LeWeb
Latest Facebook Page Trends #LeWeb
 
How Are Brands Using Facebook Right Now?
How Are Brands Using Facebook Right Now?How Are Brands Using Facebook Right Now?
How Are Brands Using Facebook Right Now?
 
Social Commerce - Hype or Reality? Three Breakthrough Ideas that Work Today
Social Commerce - Hype or Reality? Three Breakthrough Ideas that Work TodaySocial Commerce - Hype or Reality? Three Breakthrough Ideas that Work Today
Social Commerce - Hype or Reality? Three Breakthrough Ideas that Work Today
 
Facebook Is Not A Marketing Channel. Facebook is THE Marketing Channel
Facebook Is Not A Marketing Channel. Facebook is THE Marketing ChannelFacebook Is Not A Marketing Channel. Facebook is THE Marketing Channel
Facebook Is Not A Marketing Channel. Facebook is THE Marketing Channel
 
Building Across The Social Web - The Implications of Social Web Technologies ...
Building Across The Social Web - The Implications of Social Web Technologies ...Building Across The Social Web - The Implications of Social Web Technologies ...
Building Across The Social Web - The Implications of Social Web Technologies ...
 
Buddy Media OnMedia CEO Presentation Deck
Buddy Media OnMedia CEO Presentation DeckBuddy Media OnMedia CEO Presentation Deck
Buddy Media OnMedia CEO Presentation Deck
 
Social Brand Marketing For Web 2.0
Social Brand Marketing For Web 2.0Social Brand Marketing For Web 2.0
Social Brand Marketing For Web 2.0
 
Buddy Media Social Ad Summit Presentation
Buddy Media Social Ad Summit PresentationBuddy Media Social Ad Summit Presentation
Buddy Media Social Ad Summit Presentation
 
Buddy Media -- Every Brand Needs A Buddy
Buddy Media -- Every Brand Needs A BuddyBuddy Media -- Every Brand Needs A Buddy
Buddy Media -- Every Brand Needs A Buddy
 
Buddy Media Capabilities Overview
Buddy Media Capabilities OverviewBuddy Media Capabilities Overview
Buddy Media Capabilities Overview
 
The App Is The New Ad Unit Deck
The App Is The New Ad Unit DeckThe App Is The New Ad Unit Deck
The App Is The New Ad Unit Deck
 

Recently uploaded

9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding TeamAdam Moalla
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioChristian Posta
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6DianaGray10
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopBachir Benyammi
 
How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?IES VE
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemAsko Soukka
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarPrecisely
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024D Cloud Solutions
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Websitedgelyza
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024SkyPlanner
 
VoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXVoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXTarek Kalaji
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfinfogdgmi
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdfPedro Manuel
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IES VE
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7DianaGray10
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsSafe Software
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Will Schroeder
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesMd Hossain Ali
 

Recently uploaded (20)

9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and Istio
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6
 
20150722 - AGV
20150722 - AGV20150722 - AGV
20150722 - AGV
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 Workshop
 
How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystem
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity Webinar
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Website
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024
 
VoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXVoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBX
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdf
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdf
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
 
201610817 - edge part1
201610817 - edge part1201610817 - edge part1
201610817 - edge part1
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
 

How Social Media Influences Consumer Behavior

  • 1. How Social Media Influences Consumer Behavior Michael Lazerow, CEO & Founder, Buddy Media Linda Abraham, CMO & Co-Founder, comScore
  • 2. 1 Nearly in 5 minutes online is spent on social networks. 2008 2009 2010 2011 35 Social Networking 30 Search/Navigation Retail 25 Communications (Email/IM) Other Content Time Spent on Key Categories Online Worldwide Hours per Month (Billions) Source: comScore Media Metrix, March 2007 - October 2011
  • 3. #3 Facebook’s worldwide site rank 55% Facebook’s global penetration 3 in 4 minutes on social networking sites are spent on Facebook 1 in 7 minutes spent online are spent on Facebook Source: comScore Media Metrix, October 2011
  • 4. Propel Crowd-Sources Its Holiday Content © comScore, Inc. Proprietary. 4
  • 5. Lexus Uses Facebook To Raise Money For Charity © comScore, Inc. Proprietary. 5
  • 6. Walmart Provides Gift Recommendations From Friends © comScore, Inc. Proprietary. 6
  • 7. Best Buy And Leading Retailers Made Effective Use Of Facebook To Promote Their Black Friday Doorbusters © comScore, Inc. Proprietary. 7
  • 8. The Fan Page Is A Great Starting Point… But Remember That Most Brand Exposures Happen On The News Feed! 25% 10% 27% Homepage/Newsfeed Profiles 17% Photos Apps/Tools 21% All Other Share of Time Spent on Facebook Source: comScore Mediabuilder, U.S., © comScore, Inc. Proprietary. 8 May 2011
  • 9. You’ve got fans. And they’ve got friends. How can you measure the impact on both?
  • 10. Those you seek might be different than those who seek you Starbucks: Demographic Analysis % of Starbucks Store Visitors vs. % of Brand-Exposed Starbucks Facebook Fans Age 18-24 31% 20% Age 25-34 29% 26% Age 35-44 19% 20% Age 45-54 15% 19% Age 55-64 5% 10% Age 65+ 2% 5% % of Starbucks Fans % of Starbucks Store Visitors © comScore, Inc. Proprietary. 10 Source: comScore Social Essentials and comScore Plan Metrix, U.S., May 2011
  • 11. Brands control the three basic levers that will determine social media marketing success. Many brands don’t consider these intermediary steps Brand Fans “Talk News Feed Goal: Max Get Fans Messages About” Content (Who are Reach Fans News Feed Spreads to Reach, R they?) OI in News Feed Content Friends 1. Cut-Through 2. Engagement 3. Amplification
  • 12. Earned Value Can Be Significant Walmart: Paid Media vs. Earned Media Analysis Social Media Impressions (MM) vs. Display Ad Impressions (MM) Estimated Value of Earned Impressions 275.4 Based on $3.55 CPM $417,000 117.3 Walmart Earned Impressions (MM) Paid Impressions (MM) Source: comScore Social Essentials, U.S., © comScore, Inc. Proprietary. 12 October 2011
  • 13. When Messages Are Good, Fans Will Tell Their Friends 2011 Holiday Retail Promotion Analysis Ratio of Friends of Fans Reached to Fans Reached for Leading U.S. Retailers 3.5x 3.4x Lift from Promotions 1.76 1.53 2.7x 2.2x 0.92 0.67 0.50 0.45 0.31 0.34 Amazon Best Buy Target Walmart Week Ending Oct. 19 Week Ending Nov. 30 Source: comScore Social Essentials, U.S., © comScore, Inc. Proprietary. 13 October and November 2011
  • 14. Friends of Fans Tend to Behave Like Fans (Birds of a Feather) 2011 Holiday Retail Promotion Impact Analysis: Week Ending Nov. 30 Percentage of Brand-Exposed Fans & Friends of Fans Who Visited Retailer Website 64% 36% 27% 22% 21% 18% 13% 12% 12% 14% 8% 9% Amazon Best Buy Target Walmart Total Internet Friend of Fan Fan Source: comScore Social Essentials, U.S., © comScore, Inc. Proprietary. 14 November 2011
  • 15. In Retail, Social Promise is Delivering Black Friday: Web Traffic Analysis for Leading Retailers Unique Visitors (MM) on Black Friday 2011 vs. Black Friday 2010 61% 14.5 32% 61% 9.6 11% 9.0 7.3 6.6 4.6 5.1 4.1 Amazon Walmart Best Buy Target Black Friday 2010 Black Friday 2011 Source: comScore Social Essentials, U.S., November 2011 © comScore, Inc. Proprietary. 15
  • 16. So remember, to optimize social media 1. know your fans 2. know their friends 3. right creative message 4. analyze, optimize, …monetize
  • 17. Thank You! Questions? Contact michael@buddymedia.com labraham@comscore.com Follow our presenters on Twitter: @Linda_Abraham | @lazerow

Editor's Notes

  1. Mike:
  2. Mike:
  3. Mike:In this example, Propel uses its "Enhance your holiday" tab to crowd-source holiday photos, offering to give a $1,000 gift card to one person who submitted a photo
  4. Mike: Lexus used its holiday promotion to both raise money for a charity and promote its "December to Remember" sales event, both on the same Facebook tab
  5. Mike:Walmart delivered a personalized shopping experience.
  6. Mike:Here's an example of Best Buy, which promoted its Black Friday savings on Facebook and on its website, giving great deals on the day after Thanksgiving
  7. Linda:
  8. Linda:
  9. Linda:
  10. Linda:
  11. Linda:
  12. Linda:
  13. Linda:
  14. Mike:
  15. Mike