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The Social Media Data Stacks A Research Collection for Marketers
SPONSORED BY:
D ATA I N S I G H T S
The Social Media Data Stacks “The Social Media Data Stacks” is part of Watershed Publishing’s 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. ¾Social media site users spend an average of 5.4 hours a month engaged in networking sites. ¾Facebook attracts 734.2 million unique visitors a month. ¾Half 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 you’ll find the information in this data stack helpful to your social media marketing efforts. Enjoy! The HubSpot Team
, .
Table of Contents Facebook, et. al.
Twitter Bursts Suit TV Discussions
SocNet Users Want Deals, Discussion
Facebook and the ROW
LinkedIn Top Choice for Journalists
Social Sites Impact 35% of Shoppers
Big Time Facebook Dominance
On Average, 29% Seek Purchase Advice
The Facebook User: 5 More Hours on Sites Companies & Social Media Marketing
Active SocNet Users Take It Offline
Facebook Global: 734 Million Visitors
Who is Measuring Social Media Value?
Sports, Education Lead Discussions
Facebook USA: 140 Million Visitors
68% of CMOs Challenged by Social Media Top Performing CMOs Not Too Far Ahead
Sponsors and Partners
Trends, Short & Long
Brand Sentiment Valued, not Measured
Rise and Fall; Facebook’s Steady Climb
Social Media Data Feeds Strategy
About HubSpot
M-o-M, LinkedIn Makes Headway
Google Alerts is Tool of Choice
Our Data Partners
Average Time Spent: 5.4 Hours/Month
SocNets Ads Lag Behind Other Formats
Facebook Scores Lowest for Satisfaction
How are Marketing Budgets Affected?
Google+ Jumps to 8th, 1269% Spike
2 in 3 Will Increase Email Marketing
Google+ Grabs 15 Million Visitors
Facebook: 281% Ad Spend Growth
Google+ Audience Tends to be Affluent Consumers & Social Media Marketing
User Stats & Data
Consumers Expect Something for “Like”
Site Usage Grows from 8% to 65%
Consumers React to “Like” Marketing
Females, 18-34, Most Active on SocNets
1 in 4 Expect Weekly or Monthly Updates
55+ Users Double Mobile Visits
27% of User Time is Spent on Newsfeed
9 in 10 Parents Seek Friends, Family
4 in 10 Use Facebook for Social Sign-in
7 in 10 Parents Seek Some LOLs
51% Access Facebook via Mobile
Half of Viewers Tweet about TV Shows
8 in 10 Connect to Brands on Facebook
Sponsorship Information
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 53.5
Google AOL Media
the web brands.
17.2
Yahoo
minutes per month. Facebook is dominating
12.5
In looking at a data snapshot of monthly aggregate time spent on a site for Facebook
11.4
and the ROW (rest of the web), Facebook MSN/Windows Live/Bing
9.5
has toppled some big names. The Nielsen
YouTube
9.1
Company data show that even Yahoo users come in a distant second with an average of
Ebay
4.5
EA
4.3
Apple
4.3
17.2 billion minutes per month, less than
one-third Facebook’s total.
YouTube ranks sixth, claiming 9.1 billion Microsoft
3.4
user minutes per month.
The Social Media Data Stacks
6
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 Facebook much more dramatically. None even come close to 1 billion
53,457,258
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
623,525
565,156
325,679
Blogger
Tumblr
The Social Media Data Stacks
7
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
7:46
In measuring time spent per user, Nielsen 2:53
AOL Media
data shows that for the second straight month, Facebook dominated U.S. web
2:12
Yahoo
brands in average monthly time during Google
1:48
MSN/Windows Live/Bing
1:44
YouTube
1:41
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
1:18
Wikipedia
ranked in the top 10 with an average of one 1:06
Apple Microsoft Amazon
hour, 41 minutes of user time for the month.
0:45 0:31
The Social Media Data Stacks
8
Facebook Global: 734 Million Visitors Top 10 Global Social Networks By unique visitors (000), June 2011 Source: comScore
A September 2011 report from comScore logs
734,240
734.2 million unique visitors to Facebook.com Twitter Windows Live Profile LinkedIn
144,441
globally in June 2011, an increase of 33% from the previous year.
119,467 84,356
QQ.com microblogging
74,821
MySpace
71,526
Renren
66,073
Vkontakte
61,035
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
51,754
no. 4 spot, followed by Chinese site QQ.com microblogging with 74.8 million visitors.
37,600
The Social Media Data Stacks
9
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 2011, Nielsen reports that Facebook, with an average monthly
140,336
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
Blogger
22,417
Wordpress
19,250
17,786
MySpace
The Social Media Data Stacks
10
11,870
Tumblr
8,578
8,397
7,601
Six Apart Typepad
Yahoo Pulse
Wikia
TRENDS, SHORT & LONG
Rise and Fall; Facebook’s 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%
YouTube
MySpace
Yahoo! Answers
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
Experian Hitwise data shows more movement up for LinkedIn, a trend noticeable in the past year.
August 2011
September 2011
64.5%
65.2%
YouTube
20.0%
YouTube
19.7%
1.36%
1.23%
Yahoo! Answers
1.03%
Yahoo! Answers
1.04%
Tagged
0.74%
Tagged
0.74%
MySpace
0.66%
0.64%
0.57%
MySpace
0.61%
myYearbook
0.46%
iVillage
0.44%
iVillage
0.41%
myYearbook
0.40%
Mylife
0.34%
Mylife
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%
Asia-Pacific’s share of minutes (16.5%) is only roughly half as large as its share of visitors.
32.5% 30.1%
21.4% 18.1%
16.5% 12.8% 10.2%
Europe
N. America
Asia-Pacific
Share of visitors
Latin America
Share of minutes
The Social Media Data Stacks
14
9.1%
11.2%
Mid East-Africa
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
78
70
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
Facebook.com MySpace.com
2011
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 Social Media Data Stacks
15
all companies measured.
The report found that Google, which scored 83 points, is one of the highestscoring companies overall.
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
64.9%
Enter Google. Google+ emerged as a player in the Social
19.6%
1.22%
Yahoo! Answers
1.03%
Tagged
0.73%
0.66%
MySpace
0.60%
Google+
0.55%
myYearbook
0.39%
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
iVillage
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
0.36%
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
1,758
YouTube
530
33.08
Yahoo! Answers
28.01
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
Tagged
19.66
MySpace and LinkedIn, sites that
17.80
received about 16 million and 18
MySpace
16.33
Google+
14.98
myYearbook
10.58
iVillage
10.34
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
The highest share of visits to Google+
38.4%
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%
18.3% 12.7%
to visit. The audience to Google+ tends 14.9% 12.3%
12.2%
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% who said they used social networking sites in
46% 43%
2005.
38% 29%
Looking at usage on a typical day, 43% of 27%
online adults use social networking. Out of all
16%
the “daily� online activities that Pew polls 13%
8%
about, only email (which 61% of internet users
9%
access on a typical day) and search engines
2% 2005
2006
2007
2008
2009
2010
2011
(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
96
108
103
104
88
98
100 91
101
103 94
aged 18-34 have the highest 102
101
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. More than twice as many people age
109%
55 and older visited social networks
on their mobile phone in Q3 2011 76% 61%
68%
70%
67%
compared to Q3 2010, according to data from Nielsen’s “The Social Media Report Q3 2011.″ That’s a
45%
41%
44%
37%
jump of 109% year-over-year.
Other demographic groups
16%
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%
86%
89%
92%
according to NM Incite’s “State of Social Media 87% 88%
Survey,� this is even more likely among social 78%
networkers who are parents. 66%
70%
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%
73% 63%
67% 59%
64% 54% 43%
47%
47% 45% 45% 39%
34% 35%
13%
Entertainment
Creative outlet
Gaming
Parents
How-to info
Non-parents
The Social Media Data Stacks
24
Total
Following celebrities
17% 16%
Dating
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 they’re 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
1
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%
watching a TV show discuss the
50%
show they’re 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
The Social Media Data Stacks
25
35% of Facebook users.
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%
68%
more likely to talk about their favorite shows on Twitter and Facebook before and after
62%
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
Before the show
Facebook users
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%
according to the Arketi Web Watch Media Survey. Facebook follows with 85%
85% of journalists using the site. Journalists use Twitter at almost the
84%
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%
YouTube
Blog site
Flickr
The Social Media Data Stacks
27
Digg
18%
MySpace
15%
14%
Delicious Foursquare
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 44%
Advanced
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
agree they have standard measurement
We don't have
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
71%
marketing officers (CMOs) feel
Social media
68%
unprepared for the demands of social
65%
media marketing, according to a study
63%
released by IBM. This is second only to
Growth of channel and device choices Shifting consumer demographics
the 71% who are challenged by the so-
Financial constraints
59%
Decreasing brand loyalty
57%
Growth market opportunities
56%
ROI accountability
56%
Customer collaboration and influence
56%
device choices (65%), shifting consumer
Privacy considerations
55%
demographics (63%) and financial
Global outsourcing
54%
constraints (59%).
Regulatory considerations
50%
Corporate transparency
47%
called marketing “data explosion.�
A large portion of CMOs also feel
unprepared for growth of channel and
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 respondents were divided into
77% 65%
66%
73%
70%
72%
outperforming and underperforming segments, large percentages of
56%
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
Outperformers
Growth of channel and device choices
Shifting consumer demographics
Underperformers
The Social Media Data Stacks
31
being unprepared.
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 traffic volume generated by social
81%
media, according to research from Adobe and Econsultancy. A similar 54% 53%
53% 55%
53% 55%
53% also measure engagement with
55% 49%
49%
48% 34%
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
We measure this
Brand sentiment
Important
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.
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 27%
Communications strategy
engaging in social media monitoring incorporate the information into their communications strategy, according to data
18%
Customer service enhancements
from WebLiquid and RSW/US.
14%
Media planning
Customer service enhancements – ranging from automated search engine alerts to
13%
Organic search optimization
specific data queries and third-party research – followed at close to 20%.
10%
Paid search optimization
Other relatively popular answers include 8%
Display advertising optimization
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 WebLiquid survey named Google
50.0% 45.0%
Alerts as the most popular social
40.0%
media monitoring tool among survey
35.0%
respondents, with slightly more than
30.0%
45% reported usage.
25.0% 20.0%
“Not monitoring social media� was the
15.0%
second most-popular response.
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
Action
Total
Video Email ad ad
Search ad/ Sponsored
Web/ Social Mobile Banner ad media ad ad
Social media advertising prompts consumers to become a fan on a
Done any action
59
41
37
41
37
28
17
Clicked on ad
45
26
22
27
23
15
7
otherwise performs below most
Visited advertiser's site
38
22
19
19
17
12
8
other types of digital ads,
Search for more product/service info
28
16
13
12
11
8
6
according to a study from the
Became fan on a socnet
18
10
4
3
4
12
4
Internet Advertising Bureau (IAB).
Went to retail location to see/purchase
17
10
7
5
5
6
5
Purchased online
16
9
7
4
4
5
4
and search ad viewers have taken
Shared ad via email, Twitter, socnet
11
5
5
3
3
5
4
some type of action resulting from
social media network, but
For example, 41% of both video
the ad in the past six months, while
Sent an email, text to advertiser
9
5
4
4
3
4
3
Called advertiser for more info
8
4
4
3
3
4
3
The Social Media Data Stacks
35
on 28% of social media ad viewers were inspired to act.
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%
optimization (SEO) in the near future. Only 27%
1% plan to decrease their use of SEO and
20% 46%
8% have no plans to utilize it.
Slightly less than half (46%) of social
1% 71%
marketers plan on increasing their online
24%
advertising efforts, with 27% having no 3% Increase
Decrease
Stay the same
No plans to utilize
The Social Media Data Stacks
36
plans to utilize online advertising. 24% will keep online advertising levels the same and
3% will decrease them.
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
Nearly two in three social marketers (64%)
Webinars
plan on increasing their email marketing efforts in the near future. Some, 3%
5%
percent, plan to decrease email usage, and 5% have no plans for email. 27% will keep
27%
42%
41%
its usage the same.
Four in 10 (42%) of social marketers have 65%
no plans to use webinars, with another 41% planning on increasing their use of these
3% 16%
tools and 16% keeping their usage the 1%
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
The Social Media Data Stacks
37
events.
Facebook: 281% Ad Spend Growth Facebook Advertising Growth % change, Q2 2010 v. Q2 2011 Source: IgnitionOne
Looking at ad growth on Facebook, spending
281%
on and impressions of Facebook ads both increased dramatically between Q2 2010 and Q2 2011, according to IgnitionOne. Facebook ad spend of all clients increased
200%
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%
All clients
11%
Same Client
Spend
Impressions
The Social Media Data Stacks
38
11%.
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
58%
Expect discounts or promotions through Facebook
58%
six in 10 (63%) Facebook users who
Expect to receive updates about the co. to the newsfeed
47% 39%
Expect to share with friends, family and/or coworkers
38%
Expect the name of co. to show up on my profile
37%
Do not expect anything to happen
37%
Expect the co. to send more relevant content based on my public profile
Expect the co. to access data in my public profile Expect the co. to contact me through other channels
“like” a brand or product on Facebook expect something in return. Results from “The Meaning of Like” indicate
Expect the company to post updates, photos or videos to newsfeed
Expect to interact with page owner (e.g., brand, person)
EaxctTarget reports that more than
36% 28% 27% 24%
The Social Media Data Stacks
40
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.
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%
You go to a company Facebook page and like the company
41%
50%
but that dropped to 10% for a click on a “Like” button elsewhere on the web.
Only 9% always expect marketing after 15%
Always
46%
Sometimes
39%
Never
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logging a reaction to Facebook content.
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%
6% 4%
3%
More than once a day
Once a day
Every other day
Twice a week
Once a week
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Twice a month
Once a month or less
Never
2%
Other
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 individual’s homepage 25%
which features the newsfeed. In May 2011,
27%
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%
(10%). 21% 17%
Homepage/Newsfeed
Profiles
Photos
Apps & Tools
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All Other
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%
5%
8%
sign into a restricted access site using existing sign-in data, rather than having to create a new
39%
account.
Yahoo
About four in 10 (39%) users of the Janrain
12%
Engage social connection service used
Facebook for social sign-in (SSI) during Q2 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 smartphone owners accessed Facebook on
31.7%
their device in the three-month period ending June 2011.
12.5%
Meanwhile, Twitter reached 12.5% of the 7.4%
smartphone audience in the US and 7.4% of the European smartphone audience.
U.S. smartphone users
European smartphone users
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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 found that 80% of US social
6% 3%
network users preferred to connect
5%
with brands through Facebook. 6%
80%
Facebook Twitter LinkedIn Other Don't know
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This dwarfs all other social media networks, with Twitter in a tie with “Don’t Know” for a very distant second place, at 6% of users.
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 71%
Read consumer feedback
64% 64%
Learn about products
59%
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
services. 68% of social media users 64%
Get coupons/promos
56% 59%
Give positive feedback
52%
(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.
57%
Give negative feedback
49% Parents
Getting coupons is also popular, with 58% overall usage (64% of parents and 56% of non-parents).
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
About six in 10 (59%) online shoppers say
User-generated product reviews
59%
user-generated customer product reviews have a significant or good impact on their
Online customer Q&A on product website
42%
Community forums (conversations between customers)
buying behavior, according to the e-tailing group and PowerReviews.
26%
Community forums influence 26% of
15%
User-generated videos
shoppers. The social media sites, altogether, Facebook company fan pages
13%
Facebook newsfeed (friends talking about products)
13%
influence the buying behavior of 35% of online shoppers: Facebook fan pages affect 13% of
Mobile (iPhone app, text alerts)
9%
Twitter (monitor, respond to, and post tweets)
9%
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%
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26%
25%
24%
23%
22%
21%
19%
17%
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
75%
Already follow a brand
53%
More like to be heavy spenders on clothing,‌
47%
More likely to go on a date
45%
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
More likely to give opinion about TV‌
33%
Already follow a celebrity
32%
of participating include giving opinions on TV programs (33%), giving opinions on politics and current events (26%), attending
More likely to give opinion on politics, current ‌
26%
More likely to attend a pro sports event
19%
More likely to work out at a club
18%
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%
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31%
27%
27%
Theal l i nonemar ket i ng sof t war epl at f or mf orbusi nesses Si mpl eandi nt egr at edt ohel pyourcompany: Connectwi t hsoci almedi anet wor ks Getf oundonl i neandonsmar t phones bymor equal i f i edvi si t or s Conver tmor evi si t or si nt ol eadsandcust omer s Nur t ur eandcl oset hosel eadsef f i ci ent l y Makesmar tmar ket i ngi nvest ment s Fi ndouthow 5, 000+compani esuseHubSpot t ogener at eover500, 000l eadspermont h.
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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 Publishing’s 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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