Facebook Marketing Conference 2012: The Science of Sharing: Nils Mork-Ulnes and Judith Lewis...

© Copyright 2012 Beyond. All rights reserved. Private and Confidential


we create digital experiences people want to share.

Using insight analytics,

@JudithLewis @Nilsmu@BeYoND


rapid proliferation of sharing platform use

200+ 250+

52% of sharing is through Facebook with Four billion pieces of content shared every day

monthly active Twitter users total Google + users *

* Monthly active Google+ usersnot publicly availableSOURCE: The Wall Street Journal

SOURCE: thenextweb.com

monthly active users on Facebook, more than half of which login every single daymonthly active users on Facebook, more than half of which login every single day

900+million million million


the 7 types of social sharer


where they shareALTRUISTS

CUSTOMER REVIEW

DELICIOUS

EMAIL

FACEBOOK

FLICKR

FOURSQUARE

LINKEDIN

TWITTER

WORDPRESS/BLOGGER

YOUTUBE

TRENDSPOTTERSCONNECTORS CAREERISTSPROVOCATEURSSELECTIVES PASSIONATES

WHERE THEY SHARE


ImportantWhy is Sharing

?


0

5

10

15

2010 2011

Avg. Number Sources Used

10.40

Shoppers today process an enormous amount of information

Google research has found that shoppers are increasing the number of sources used to arrive at a buying decision and that they use them almost twice as heavily as in the past

5.27

Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011 www.google.com/think/insights


other people’s opinions more important than ads


high sharers are 3x more likely to recommend a product

OPEN TO CHANGE BRANDS

MORE LIKELYTO PURCHASERESEARCHED

PRODUCTS

RESEARCH LOW

INVOLVEMENT PRODUCTS

YOUNGER

RECOMMEND PRODUCTS

BRAND LOYAL

OWN MULTIPLE INTERNET DEVICES

HIGHSHARERS more likely to...

LOW80% OF ONLINE CONSUMERS

SHARERS

OLDER

RESEARCH HIGH

INVOLVEMENT PRODUCTS

CARE MORE ABOUT QUALITY

THAN BRAND IMAGE

20% OF ONLINE CONSUMERS

vsvs


consumers research & share experiences during whole purchasing journey

CUSTOMER JOURNEY

BRAND PENETRATION

AWARENESS CONSIDERATION ACTION ENJOYMENT ADVOCACY

Visibility Evaluationattributes Choice Experience Recommendation

& loyalty

MEASUREMENT

BRAND STRATEGY/ messages

Pre-purchase

How is your brand positioning penetrating

the market?

What does consumer perception of your brand

look like?

What are the barriers and triggers for action?

What are the consumer likes and dislikes and

what words do they use?

What are the consumer likes and dislikes and

what words do they use?

Relative volume of each of the positioning

statements and pillars- - - - - - - - - - - - - - - - - -Share of voice against

competition

Attributes and topics within positioning and

pillars are most frequently discussed

- - - - - - - - - - - - - - - - - -Level of agreement with

positioning- - - - - - - - - - - - - - - - - -

Sentiment towards attributes

Frequency of statements of intent

- - - - - - - - - - - - - - - - - -Frequency of inhibitors

mentioned

Top likes and dislikes- - - - - - - - - - - - - - - - - -Frequency of emotive

words used- - - - - - - - - - - - - - - - - -

Verbatims

Frequency of recommendations

- - - - - - - - - - - - - - - - - -Share of voice against

competition

Post-purchase

insight & Strategy

visibility in search


FaceBook marketers

so what are the implications for

?


Friending brands

% of facebook users

60%

53%

36%

0 20 40 60 80 100

53% of people have used Facebook to interact with a brand

36% of people liked or shared a brand page on Facebook in the last 30 days

60% would be willing to share a product or service if given a discount/deal

!

!

!


Fans exposed to brand content on Facebook buy moreStarbucks and Target fans and friends of fans exposed to organic brand Facebook content vs. not exposed:

• Starbucks: 2.12% of people, vs. 1.54% made an in-store or online purchase - a 38% difference

• Target: 3.9% vs. 3.3% made an in-store or online purchase - an 18% difference.

Source: ComScore/Facebook research cited in AdAge - June 12, 2012

http://adage.com/results?endeca=1&return=endeca&search_offset=0&search_order_by=score&search_phrase=06/12/2012

http://adage.com/results?endeca=1&return=endeca&search_offset=0&search_order_by=score&search_phrase=06/12/2012


LOW vs high involvement products

Research/Time intensive; specialised knowledge

Impulse buys; social

vsHIGH

LESS FREQUENTLY PURCHASED

MORE COMPLEX

EXPENSIVE IN NATURE

REQUIRING MORE TIME AND EFFORT IN THE RESEARCH PHASE

LOWBOUGHT MORE FREQUENTLY

LESS COSTLY

USUALLY BOUGHT WITH A MINIMUM AMOUNT OF THOUGHT

AND EFFORT

vs


1000

1000.5

1001

1001.5

1002

Baby Products

Music

Cookware

Beauty P

roducts

Automotives

Electro

nics

Fashion

Restauran

tsTools

Travel

Kitchen Applian

ces

Personal F

inance

Facebook Influence

Facebook’s Influence on purchases“To what extent did Facebook influence your view on the product you were shopping for?”

facebook - what is it

• some products lend themselves better - table: best and worst


actions taken after online interaction

31%

uk43%usa uk20%

usa20%

3%

uk4%usa

uk9%usa9%OPEN

usa26%

PROMPTED TO PURCHASE

PROMPTED TO RECOMMEND

CHANGED IMPRESSION

ENCOURAGEDTO VISIT

uk3%3%

ENCOURAGEDTO CONTACT

usa

6%

usa8%uk

INCREASEDAWARENESS

15% uk

TAKE NO ACTION


sharingOF

THE

Quantifying Future Trends in Online SharingQuantifying Future Trends in Online SharingQuantifying Future Trends in Online SharingQuantifying Future Trends in Online SharingIn !ve years, where will consumers be sharing content online, and why? What types of content will be shared most? How will consumers be sharing branded content? And, what will make something share-worthy in the future?

These are all important questions, and using data as a guide, the answers become within reach.


facebook sharingfacebook sharing

less than3 months

3-6months

6-12months

1-2years

2+years

Age of Facebook accountAge of Facebook account

rate of activity on facebookrate of activity on facebook

usageusage

sharingsharing

frequencyof logins

Data is based on per-user activity, not aggregate volumes


Frictionless sharing is here to stay, but it will need to get much, much better. Ultimately, just about everything we do in a day will have the capacity to be shared online, but with accuracy and without needing to actively think about it.

frictionless sharing (Automatic sharing)frictionless sharing (Automatic sharing)

listened to a song that was automatically shared

(spotify, etc)allowed an application

to post automatically to their pro!le

read an automatically shared article (online

reader)

of people have done at least one of the following things:

67%67%

61 %61 % of people are annoyed by applications


FUTURE SHARING ACTIVITIESFUTURE SHARING ACTIVITIES

O!ine social experiences will be brought online, growing the volume of shared content focused on daily achievements and personal milestones.

43%43% 30%30% 28%28% 27%27%

PERSONAL MILESTONES

TICKET PURCHASES

TRAVEL PLANS CHARITABLE DONATIONS

WHAT WILL PEOPLE SHARE IN THE FUTURE?WHAT WILL PEOPLE SHARE IN THE FUTURE?

The percentages above re!ect the proportion of people who indicated their preference to share these activities.


Segmenting your social networks into disparate friend groups to selectively share content (ie. the

Google+ model) is likely to catch on – but needs to be simple to manage for users

only 40% of people have created subgroups to selectively share posts

only 40% of people have created subgroups to selectively share posts

62% said that that the idea appeals to them

62% said that that the idea appeals to them

segmenting friendssegmenting friends


QUESTIONS/INSULTS...Be nice....


THANK YOUtimefor your

Nils Mork-UlnesHead of Analytics +44 (0)207 908 6557+44 (0)771 307 [email protected]

Judith LewisHead of Search

+44 (0)20 7908 6573+44 (0)79 7416 [email protected]

mailto:[email protected]




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Facebook Marketing Conference 2012: The Science of Sharing: Nils Mork-Ulnes and Judith Lewis...

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