Marketingcharts The Social Media Data Stacks

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SPONSORED BY: DATA INSIGHTS A Research Collection for Marketers The Social Media Data Stacks
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One of the most comprehensive and quantifiable looks at Social Media ever produced. Send this to your boss, ceo, customer, friend, and fellow evangelist for social media.

Transcript of Marketingcharts The Social Media Data Stacks

Page 1: Marketingcharts The Social Media Data Stacks

S P O N S O R E D BY:

DATA INSIGHTS

A Research Collection for Marketers

The Social

MediaData Stacks

Page 2: Marketingcharts The Social Media Data Stacks

DATA INSIGHTS

The Social Media Data Stacks

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.

“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.

Page 3: Marketingcharts The Social Media Data Stacks

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 you’ll find the information in this data stack helpful to your social media marketing efforts. 

Enjoy! , 

The HubSpot Team .

Page 4: Marketingcharts The Social Media Data Stacks

Table of Contents

Facebook, et. al.

Facebook and the ROW

Big Time Facebook Dominance

The Facebook User: 5 More Hours on Sites

Facebook Global: 734 Million Visitors

Facebook USA: 140 Million Visitors

Trends, Short & Long

Rise and Fall; Facebook’s 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

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

Twitter Bursts Suit TV Discussions

LinkedIn Top Choice for Journalists

Companies & 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

Consumers & Social Media Marketing

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

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

Sponsors and Partners

About HubSpot

Our Data Partners

Sponsorship Information

Page 5: Marketingcharts The Social Media Data Stacks

FACEBOOK, ET. AL.

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We start with a big number first: 53.5 billion

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

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 Facebook’s total.

YouTube ranks sixth, claiming 9.1 billion

user minutes per month.

Facebook and the ROW

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

Facebook

Yahoo

Google

AOL Media

MSN/Windows Live/Bing

YouTube

Ebay

EA

Apple

Microsoft

53.5

17.2

12.5

11.4

9.5

9.1

4.5

4.3

4.3

3.4

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

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.

Big Time Facebook Dominance

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

Facebook Blogger Tumblr Twitter LinkedIn

53,457,258

723,793 623,525 565,156 325,679

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In measuring time spent per user, Nielsen

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 Facebook User: 5 More Hours on Site

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

Amazon

Microsoft

Apple

Wikipedia

YouTube

MSN/Windows Live/Bing

Google

Yahoo

AOL Media

Facebook

0:31

0:45

1:06

1:18

1:41

1:44

1:48

2:12

2:53

7:46

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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

no. 4 spot, followed by Chinese site QQ.com

microblogging with 74.8 million visitors.

Facebook Global: 734 Million Visitors

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

Facebook

Twitter

Windows Live Profile

LinkedIn

QQ.com mi-croblogging

MySpace

Renren

Vkontakte

Orkut

Yahoo Pulse

734,240

144,441

119,467

84,356

74,821

71,526

66,073

61,035

51,754

37,600

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Facebook Blogger Twitter Wordpress MySpace LinkedIn Tumblr Six Apart Typepad

Yahoo Pulse Wikia

140,336

50,055

23,617 22,417 19,250 17,786 11,870 8,578 8,397 7,601

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

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.

Facebook USA: 140 Million Visitors

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

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TRENDS, SHORT & LONG

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Rise and Fall; Facebook’s Steady Climb

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

Feb

'08

April

'08

June

'08

Aug

'08

Oct '0

8

Dec '0

8

Feb

'09

April

'09

June

'09

Aug

'09

Oct '0

9

Dec '0

9

Feb

'10

April

'10

June

'10

Aug

'10

Oct '1

0

Dec '1

0

Feb

'11

April

'11

June

'11

Aug

'11

0%

10%

20%

30%

40%

50%

60%

70%

Facebook YouTube MySpace

Yahoo! Answers Twitter Linkedin

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.

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M-o-M, LinkedIn Makes Headway

Top Social Networking Sites and ForumsBy US market share of visits (%), August & September 2011Source: Experian Hitwise

Facebook

YouTube

Twitter

Yahoo! Answers

Tagged

Linkedin

MySpace

iVillage

myYearbook

Mylife

65.2%

19.7%

1.2%

1.0%

0.7%

0.6%

0.6%

0.4%

0.4%

0.3%

Facebook

YouTube

Twitter

Yahoo! Answers

Tagged

MySpace

Linkedin

myYearbook

iVillage

Mylife

64.5%

20.0%

1.4%

1.0%

0.7%

0.7%

0.6%

0.5%

0.4%

0.3%

September 2011August 2011

Experian Hitwise data shows more movement up for

LinkedIn, a trend noticeable in the past year.

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Europe N. America Asia-Pacific Latin America Mid East-Africa

30.1%

18.1%

32.5%

10.2% 9.1%

38.1%

21.4%

16.5%

12.8%11.2%

Share of visitors Share of minutes

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, Asia-Pacific’s

share of minutes (16.5%) is only roughly half as large as its share of

visitors.

Average Time Spent: 5.4 Hours/Month

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

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Based on customer satisfaction scores,

here is one area where Facebook does

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

all companies measured.

The report found that Google, which

scored 83 points, is one of the highest-

scoring companies overall.

Facebook Scores Lowest for Satisfaction

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

Aggregate Wikipedia.org YouTube.org All others Facebook.com MySpace.com

70 77

73 72

64 63 70

7874

67 66

2010 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 rep -resented 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.

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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 “invitation-

only” 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.

Google+ Jumps to 8th, 1269% Spike

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

Facebook

YouTube

Twitter

Yahoo! Answers

Tagged

Linkedin

MySpace

Google+

myYearbook

iVillage

64.9%

19.6%

1.2%

1.0%

0.7%

0.7%

0.6%

0.5%

0.4%

0.4%

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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 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.

Google+ Grabs 15 Million Visitors

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

Facebook

YouTube

Twitter

Yahoo! Answers

Tagged

Linkedin

MySpace

Google+

myYearbook

iVillage

1,758

530

33

28

20

18

16

15

11

10

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The highest share of visits to Google+

in its first month came from those

between the ages of 25-34 and those

between 18 and 34, who were more

likely than the overall online population

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.

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 2011Source: Experian Hitwise

18.2%

38.4%

18.6%

12.7% 12.2%

18.3%

26.9% 27.7%

14.9%12.3%

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USER STATS & DATA

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Pew Research found that two-thirds of adult

internet users (65%) now use a social

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

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

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.

Site Usage Grows from 8% to 65%

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

2005 2006 2007 2008 2009 2010 2011

8%

16%

29%

46%

61%65%

2%

9%13%

27%

38%

43%

Ever Yesterday

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Females make up the majority of visitors

to social networks and blogs, and people

aged 18-34 have the highest

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.

Females, 18-34, Most Active on SocNets

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

Male

Fem

ale

Wom

en a

ge 2

-17

Wom

en a

ge 1

8-34

Wom

en a

ge 3

5-49

Wom

en a

ge 5

0-64

Wom

en a

ge 6

5+

Hispan

ic

Whi

te

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mer

ican

Asian/

Pacific

Island

er

Amer

ican

Indi

an/A

lask

a na

tive

Other

96103

88

108104

9891

100 10194

103 102 101

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22

Another important area to watch –

the convergence of social and

mobile. More than twice as many

people age 55 and older visited

social networks on their mobile

phone in Q3 2011 compared to Q3

2010, according to data from

Nielsen’s “The Social Media Report

Q3 2011.″ That’s a jump of 109%

year-over-year.

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-34-

year-olds (61%).

55+ Users Double Mobile Visits

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

16%

61%68%

109%

67%

45%41%

76%

44%37%

70%

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Social networks are most likely to be used for

reasons interaction with friends and family,

according to NM Incite’s “State of Social Media

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

popular, cited by 78% of parents and 66% of

non-parents.

9 in 10 Parents Seek Friends, Family

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

Find/maintain old friends Family contact Find new friends

91% 92%

78%

86% 87%

66%

89% 88%

70%

Parents Non-parents Total

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24

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.

7 in 10 Parents Seek Some LOLs

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

Entertainment Creative outlet Gaming How-to info Following celebrities Dating

76%73%

54%

47%

39%

13%

63%59%

43% 45%

34%

17%

67%64%

47% 45%

35%

16%

Parents Non-parents Total

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25

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.

Half of Twitter Users Discuss TV Shows

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

I talk about the show I'm watching I talk about something else

50%50%

35%

65%

Twitter users Facebook users

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26

TVGuide found that social media users are

more likely to talk about their favorite shows

on Twitter and Facebook before and after

the show airs rather than during the show.

On Twitter, 62% said they engage before the

show airs, 69% after, and 47% during. On

Facebook, only 47% engage before the

show airs (24% less than Twitter users),

68% after, and 24% during (almost 50%

less).

Twitter Bursts Suit TV Discussions

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

Twitter users Facebook users

62%

47%47%

24%

69% 68%

Before the show During the show After the show

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LinkedIn Top Choice for Journalists

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

LinkedIn Facebook Twitter YouTube Blog site Flickr Digg MySpace Delicious Foursquare

92%

85% 84%

58%

49%

28%

20% 18%15% 14%

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,

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.

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COMPANIES& SOCIAL MEDIA MARKETING

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Social media sites are wildly popular, but

there are still no marketing rules carved in

stone, and many companies grapple with

measuring its value. A majority of

companies do not have standard

frameworks in place to measure the value

of social media, according to “

A Framework for Social Analytics” from

Altimeter Group.

Only 44% of companies considered

advanced in their integration of social

media, as well as 26% of intermediate

companies and 16% of novice companies,

agree they have standard measurement

frameworks to help benchmark social

media deployments.

Who is Measuring Social Media Value?

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

Novice

Intermediate

Advanced

16%

26%

44%

84%

74%

56%

We have We don't have

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Nearly seven in 10 (68%) global chief

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 so-

called marketing “data explosion.”

A large portion of CMOs also feel

unprepared for growth of channel and

device choices (65%), shifting consumer

demographics (63%) and financial

constraints (59%).

68% of CMOs Challenged by Social Media

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

Data explosion

Social media

Growth of channeland device choices

Shifting consumer demographics

Financial constraints

Decreasing brand loyalty

Growth market opportunities

ROI accountability

Customer collaboration and influence

Privacy considerations

Global outsourcing

Regulatory considerations

Corporate transparency

71%

68%

65%

63%

59%

57%

56%

56%

56%

55%

54%

50%

47%

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The IBM study found that even when

respondents were divided into

outperforming and underperforming

segments, large percentages of

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

being unprepared.

Top Performing CMOs Not Too Far Ahead

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

Data explosion Social media Growth of channeland device choices

Shifting consumer demographics

65% 66%

56% 57%

77%

70%73% 72%

Outperformers Underperformers

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32

More than half (54%) of North

American marketers measure the

traffic volume generated by social

media, according to research from

Adobe and Econsultancy. A similar

53% also measure engagement with

their Facebook brand page and

Twitter accounts.

Brand sentiment was ranked high in

perceived importance (81%), but in

terms of a current practice, only 49%

measure it. Slightly fewer marketers

think social media traffic volume is

important (53%) than currently

measure it.

Brand Sentiment Valued, not Measured

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

Volu

me

of tr

affic

from

soc

ial m

edia

Enga

gem

ent w

ith F

aceb

ook

bran

d pa

ge

Enga

gem

ent w

ith T

witt

er a

ccou

nt(s

)

Freq

uenc

y of

soc

ial m

edia b

rand

men

tions

Bran

d se

ntim

ent

Enga

gem

ent w

ith L

inke

dIn

acco

unt(s)

54% 53% 53% 49% 49%

34%

53% 55% 55% 55%

81%

48%

We measure this Important

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33

Almost 30% of senior marketing executives

engaging in social media monitoring

incorporate the information into their

communications strategy, according to data

from WebLiquid and RSW/US.

Customer service enhancements – ranging

from automated search engine alerts to

specific data queries and third-party research

– followed at close to 20%.

Other relatively popular answers include

media planning (almost 15%) and organic

search optimization (more than 10%).

Social Media Data Feeds Strategy

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

Other

Display advertising optimization

Paid search optimization

Organic search optimization

Media planning

Customer service enhancements

Communications strategy

5%

8%

10%

13%

14%

18%

27%

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34

Senior marketing executives in the

WebLiquid survey named Google

Alerts as

the most popular social media monitori

ng tool

among survey respondents, with

slightly more than 45% reported

usage.

“Not monitoring social media” was the

second most-popular response.

Google Alerts is Tool of Choice

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

Googl

e Al

erts

Don't

mon

itor

Other

Radi

an6

Meltw

ater

Buz

z

Nielse

n Bu

zzm

etric

s

Bran

dwat

ch

Syso

mos

Synt

hesio

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%

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35

Social media advertising prompts

consumers to become a fan on a

social media network, but

otherwise performs below most

other types of digital ads,

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.

SocNets Ads Lag Behind Other Formats

Consumer Actions by Ad Type% who reported action in past six months, August 2011Source: Internet Advertising Bureau

Action TotalVideo

adEmail

adSearch ad/Sponsored

Web/Banner ad

Social media ad

Mobile ad

Done any action 59 41 37 41 37 28 17

Clicked on ad 45 26 22 27 23 15 7

Visited advertiser's site 38 22 19 19 17 12 8

Search for more product/service info 28 16 13 12 11 8 6

Became fan on a socnet 18 10 4 3 4 12 4

Went to retail location to see/purchase 17 10 7 5 5 6 5

Purchased online 16 9 7 4 4 5 4

Shared ad via email, Twitter, socnet 11 5 5 3 3 5 4

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

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36

SocialMedia Examiner found that seven in

10 (71%) marketers who use social media

plan to increase their use of search engine

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

plans to utilize online advertising. 24% will

keep online advertising levels the same

and 3% will decrease them.

How are Marketing Budgets Affected?

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

71%

1%

20%

8%

Increase Decrease Stay the same No plans to utilize

46%

3%

24%

27%

SEO Marketing Online Advertising

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37

65%

3%

27%

5%

Increase Decrease Stay the same No plans to utilize

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

its usage the same.

Four in 10 (42%) of social marketers have

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

events.

2 in 3 Will Increase Email Marketing

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

Email Marketing Webinars

42%

1%

16%

42%

Page 38: Marketingcharts The Social Media Data Stacks

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38

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.

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

11%.

Facebook: 281% Ad Spend Growth

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

All clients Same Client

281%

22%

200%

11%

Spend Impressions

Page 39: Marketingcharts The Social Media Data Stacks

CONSUMERS& SOCIAL MEDIA MARKETING

Page 40: Marketingcharts The Social Media Data Stacks

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40

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.

Consumers Expect Something for “Like”

Consumer Expectations for Brand Liking% of Facebook users, September 2011Source: 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

Do not expect anything to happen

Expect the co. to send more relevantcontent based on my public profile

Expect to interact with pageowner (e.g., brand, person)

Expect the co. to access data in my public profile

Expect the co. to contact me through other channels

58%

58%

47%

39%

38%

37%

37%

36%

28%

27%

24%

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41

The ExactTarget survey found that the

highest percentage of respondents, a

rather low 15%, “always” expected a

marketing initiative after liking a

company at its Facebook page source,

but that dropped to 10% for a click on a

“Like” button elsewhere on the web.

Only 9% always expect marketing after

logging a reaction to Facebook content.

Consumers React to “Like” Marketing

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

You go to a company Facebook page and like the company

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

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

15%

9%

10%

46%

41%

42%

39%

50%

48%

Always Sometimes Never

Page 42: Marketingcharts The Social Media Data Stacks

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42

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

3%

7%6%

11%

26%

13%

28%

4% 2%

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.

1 in 4 Expect Weekly or Monthly Updates

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

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comScore research found that the largest

portion of U.S. users’ time spent within

Facebook is on the individual’s homepage

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%).

27% of User Time is Spent on Newsfeed

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

27%

21%

17%

10%

25%

Homepage/Newsfeed Profiles Photos Apps & Tools All Other

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44

Social sign-in is another growing activity

among social media users. SSI allows users to

sign into a restricted access site using existing

sign-in data, rather than having to create a new

account.

About four in 10 (39%) users of the Janrain

Engage social connection service used

Facebook for social sign-in (SSI) during Q2

2011. This was 30% more than the 30% of

users who used number two SSI site Google.

Yahoo (12%) and Twitter (8%) remain well

behind in third and fourth place, respectively.

4 in 10 Use Facebook for Social Sign-in

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

39%

30%

12%

8%

5%5%

Facebook

Google

Yahoo

Twitter

Windows Live

Other (AOL, LinkedIn, PayPal)

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45

According to comScore analysis, Facebook

and Twitter brands have developed

a 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

their device in the three-month period ending

June 2011.

Meanwhile, Twitter reached 12.5% of the

smartphone audience in the US and 7.4% of

the European smartphone audience.

51% Access Facebook via Mobile

Facebook, Twitter Reach among Smartphone Users3-month average, ending June 2011Source: Experian Hitwise

U.S. smartphone users European smartphone users

50.9%

31.7%

12.5%

7.4%

Facebook Twitter

Page 46: Marketingcharts The Social Media Data Stacks

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46

Edison Research and Arbitron

found that 80% of US social

network users preferred to connect

with brands through Facebook.

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.

8 in 10 Connect to Brands on Facebook

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

80%6%

3% 5%

6%

Facebook

Twitter

LinkedIn

Other

Don't know

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47

NM Incite found that social network

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 (71% of

parents and 64% of non-parents) go to

social networking sites to read product

reviews and more than half use these

sites to provide product feedback, both

positive and negative.

Getting coupons is also popular, with

58% overall usage (64% of parents and

56% of non-parents).

SocNet Users Want Deals, Discussion

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

Read consumer feedback

Learn about products

Get coupons/promos

Give positive feedback

Give negative feedback

71%

64%

64%

59%

57%

64%

59%

56%

52%

49%

Non-parents Parents

Page 48: Marketingcharts The Social Media Data Stacks

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48

About six in 10 (59%) online shoppers say

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%.

Social Sites Impact 35% of Shoppers

Community, Social Tools that Impact Buying% of respondents, June 2011Source: 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)

59%

42%

26%

15%

13%

13%

9%

9%

Page 49: Marketingcharts The Social Media Data Stacks

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49

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%).

On Average, 29% Seek Purchase Advice

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

Appl

ianc

es

Elec

tron

ics

Fina

ncial S

rvs.

Health

care

/Pha

rm.

Teleco

mm

Auto

Trav

el

Pers

onal c

are

Educ

ationa

l Ins

t.

House

hold

pro

d.

Rest

aura

nt

Spor

ts-re

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d

Mag

azin

es/N

ewsp

aper

s

Ente

rtainm

ent

Appa

rel

Food

bra

nds

Non-a

lcoh

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ev.

Alco

holic

bev

.

46%

42%39%

34% 33% 33%31% 30%

28% 28%26% 25% 24% 23% 22% 21%

19%17%

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50

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%).

Active SocNet Users Take It Offline

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

More likely to work out at a club

More likely to attend a pro sports event

More likely to give opinion on politics, current events

Already follow a celebrity

More likely to give opinion about TV programs

More likely to go on a date

More like to be heavy spenders on clothing,

accessories

Already follow a brand

More likely to be heavy spenders on music

18%

19%

26%

32%

33%

45%

47%

53%

75%

Page 51: Marketingcharts The Social Media Data Stacks

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51

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%).

Sports, Education Lead Discussions

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

Educ

ationa

l Ins

t.

Spor

ts-re

late

d

Ente

rtainm

ent

Auto

Elec

tron

ics

Trav

el

Teleco

mm

Rest

aura

nts

Newsp

aper

s/Mag

sFo

od

Fina

ncial S

rvs.

Alco

holic

bev

.

Appa

rel

Appl

ianc

e

Health

care

/Pha

rm.

Pers

onal c

are

House

hold

pro

d.

Non-a

lcoh

olic b

ev.

79% 79%74%

67%63%

57% 57% 57%

48% 47% 46% 45% 43% 41%

32% 31%27% 27%

Page 53: Marketingcharts The Social Media Data Stacks

Our data sources for “The Social Media Data Stacks” are:

ACSI / Foresee Results Adobe and Econsultancy Altimeter Group Arketi Web Watch e-tailing 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.

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