beyond presentation at facebook marketing conference london 2012

7/29/2019 Beyond presentation at Facebook Marketing Conference London 2012

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we create digitalexperiences people wto share.

Using insiganalytics,

@JudithLewis @BeYoND


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rapid proliferation of sharing platform u

200+ 250

52% of sharing is through Facebook with Four billion piec

content shared every day

monthly activeTwitter users total Google + users *monthly active users on Facebook, more

than halfof which login every single day

900+million million mill


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the 7 types of social sharer


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where they share

ALTRUISTS

CUSTOMER

REVIEW

DELICIOUS

EMAIL

FACEBOOK

FLICKR

FOURSQUARE

LINKEDIN

TWITTER

WORDPRESS/

BLOGGER

YOUTUBE

TRENDSPOTTERSCONNECTORS CAREPROVOCATEURSSELECTIVES PASSIONATES


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ImportantWhy is Sharing

?


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0

5

10

15

2010 2011

Avg. Number Sources Used

10.40

Shoppers today process an enormous amount of inf

Google research hasfound that shoppers are

increasing the number of

sources used to arrive at

a buying decision andthat 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


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other peoples opinions more important tha


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high sharers are 3x more likely to recommend a produ


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consumers research & share experiences during whole purchas

CUSTOMER

JOURNEY

BRANDPENETRATION

AWARENESS CONSIDERATION ACTION ENJOYMENT

Visibility Evaluationattributes Choice Experience

MEASUREMENT

BRAND STRATEGY/ messages

Pre-purchase

How is your brandpositioning penetrating

the market?

What does consumerperception of your brand

look like?

What are the barriers andtriggers for action?

What are the consumerlikes and dislikes and

what words do they use?

Relative volume of eachof the positioning

statements and pillars

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

competition

Attributes and topicswithin positioning and

pillars are most

frequently discussed- - - - - - - - - - - - - - - - - -Level of agreement with

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

Sentiment towardsattributes

Frequency of statements

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

mentioned

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

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

Verbatims

Post-purchase

insight &Strategy

visibility in search


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FaceBookmarketers

so what are theimplications for

?


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Friending brands

% of facebook users

60%

53%

36%

0 20 40 60 80

53% of people have used Facebookto interact with a brand

36% of people liked or shared abrand page on Facebook in the last30 days

60% would be willing to share aproduct or service if given adiscount/deal


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Fans exposed to brand content on Facebook bu

Starbucks and Target fans and friends of fans exposed to organic brand Facebook content vs. no

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

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

Source: ComScore/Facebook research cited in AdAge - J
http://adage.com/results?endeca=1&return=endeca&search_offset=0&search_order_by=score&search_phrase=06/12/2012http://adage.com/results?endeca=1&return=endeca&search_offset=0&search_order_by=score&search_phrase=06/12/2012


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LOW vs high involvement products

Research/Time intensive; specialised knowledge

Impulse buys; social

vs

HIGHLESS FREQUENTLY PURCHASED

MORE COMPLEX

EXPENSIVE IN NATURE

REQUIRING MORE TIME AND

EFFORT IN THE RESEARCH PHASE

LOWBOUGHT MORE FREQUENTL

LESS COSTLY

USUALLY BOUGHT WITH A

MINIMUM AMOUNT OF THOUG

AND EFFORT

vs


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1000

1000.5

1001

1001.5

1002

BabyP

roduct

sMu

sic

Cookw

are

Beauty

Produ

cts

Autom

otives

Electr

onics

Fashio

n

Resta

urants Too

lsTra

vel

Kitche

nAp

Facebook Influence

Facebooks Influence on purchasesTo what extent did Facebook influence your view on the product you were sh


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actions taken after online interaction


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facebook sharing


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FUTURE SHARING ACTIVITIES

Oine social experiences will be brought online, growing the volume of shared content focused on

daily achievements and personal milestones.

43% 30% 28% 27%

PERSONAL

MILESTONES

TICKET

PURCHASES

TRAVEL PLANS CHARITABLE

DONATIONS

WHAT WILL PEOPLE SHARE IN THE FUTURE?

The percentages above reect the proportion of people who indicated their

preference to share these activities.


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QUESTIONS/INSULTS...


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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 1212

[email protected]
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]

beyond presentation at facebook marketing conference london 2012

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