Post on 06-May-2015
The Power of Like How CPG Brands Can Quantify the Value and
Impact of their Social Marketing Programs
Andrew Lipsman, VP, Industry Analysis & Marketing
Neal Niemiec, Director, CPG Marketing Solutions
3 Things We‟ll Discuss Today
Why now is a great time for CPG brands to use social
marketing
How to apply the Paid/Owned/Earned Media
framework to Facebook marketing
How to quantify Facebook marketing efforts and
maximize impact and ROI
comScore is a Global Leader in
Measuring the Digital World
NASDAQ SCOR
Clients 2,000+ Worldwide
Employees 1,000+
Headquarters Reston, Virginia, USA
Global Coverage Measurement from 172 Countries;
44 Markets Reported
Local Presence 32 Locations in 23 Countries
Big Data 1 Trillion Events Captured Monthly; 40% more
than the monthly page views of the internet
4 © comScore, Inc. Proprietary.
4
comScore Social Essentials™ complements Facebook
Insights, providing competitive intelligence, behavioral
profiling, and behavioral lift measurement
Reach & Frequency
for Own Brand
PAGE INSIGHTS SOCIAL ESSENTIALS™
Competitive
Audience Insights &
Social Lift for All
Brands
Nearly 1 in 6 minutes
online is spent on social
networks
Source: comScore Media Metrix, July 2008 - April 2012
-2008 Jul-2009 Jul-2010 Jul-2011
Social Networking
6
The Rise of the Visual Web
7
Pinterest and Instagram among the
fastest growing sites in the past year
U.S. Unique Visitor (000) Trend
+12x Y/Y
Source: comScore Media Metrix, U.S., May 2011 – September 2012
0
5,000
10,000
15,000
20,000
25,000
30,000
May-2011 Aug-2011 Nov-2011 Feb-2012 May-2012 Aug-2012
+6x Y/Y
… but given the channel‟s
importance, how can brands begin
to quantify its value and optimize
their efforts?
There has NEVER been a better time to
engage in social media marketing…
9
Effective social marketing
begins with understanding
and quantifying the
synergies between
paid, owned and
earned media
Paid Media
11
Facebook 26%
Yahoo! 12%
Google 4%
Microsoft 4%
AOL 3%
Other 51%
Publisher Share of Display Ad Impressions
Source: comScore Ad Metrix, U.S., March 2012
Facebook is
by far the
largest
publisher
of online
display ad
impressions
12
27%
17%
16%
14%
Display Ad Impressions
Page Views
Time Spent Online
Display Ad Estimated Spending
Social Networking Share of Key Metrics
Source: comScore Ad Metrix and Media Metrix, U.S., March 2012
Despite Social Networking‟s leadership
in the display ad market, it does not
attract its fair share of online ad dollars
Socially-enabled
7%
All Other 93%
Socially-enabled
12%
All Other 88%
1 out of 13 display ads are socially-enabled.
Among CPG advertisers, 1 out of 8 display
ads are socially-enabled.
Source: comScore Ad Metrix Social, U.S., August 2012
Display Ad Impressions
Total Internet
Display Ad Impressions
CPG Advertisers
Owned Media
Top CPG Facebook Brands by Likes
Brand Likes (MM) Brand Likes (MM)
Coca-Cola 53.9 Starburst 11.5
Red Bull 32.9 Sprite 10.7
Starbucks
Coffee 32.6
Starbucks
Frappuccino 10.2
Oreo 30.0 Reese‟s 10.0
Skittles 23.7 Heineken 9.6
Pringles 20.8 Kit Kat 9.5
Monster Energy 19.5 Pepsi 9.1
Ferrero Rocher 16.6 Guarana Antarctica 8.9
Nutella 16.4 Skol 8.3
Dr. Pepper 13.2 Dunkin Donuts 7.8
Source: Facebook, as reported on FanPageList.com, November 2012
16
Yesterday‟s Brand.com website is
today‟s Facebook brand page
Skittles FB fan page had 14x more visitors than Skittles.com
Skittles FB earned media impressions were nearly 150x greater than visits to fan page
17
The Facebook Newsfeed represents the
greatest opportunity for brand visibility
Newsfeed 40%
Photos 18%
Apps/Tools 14%
Profile Pages 12% All Other
16%
Share of Time Spent on Facebook
Brand pages are springboards to success, but
the majority of brand impressions occur on
the Newsfeed – not the brand page
Source: comScore Social Essentials, U.S., October 2011
Skittles Pepsi Dr Pepper Oreo
113:1
294:1
145:1
51:1
Ratio of Earned Social Media Impressions
Among Fans & Friends of Fans to Brand Page Visits
Earned Media
You have fans,
and they have friends
Your
Brand Fan
Fan
Fan
Fan
Brands have the
opportunity to reach
both audiences… at
zero media cost
Get
Fans
Brand
Messages
Reach Fans
in News
Feed
Fans “Talk
About”
News Feed
Content
News Feed
Content
Spreads to
Friends
Goal:
Max
Reach,
ROI
2. Engagement 3. Amplification 1. Fan Reach
Many brands don‟t consider
these intermediary steps
Brands control three basic levers that
determine social media marketing success
22
Q U A N T I F Y I N G A M P L I F I C A T I O N
Top Facebook brands reach 0.5-2.0 Friends
for every Fan reached with earned media
Source: comScore Social Essentials, U.S., March 2012
-
0.5
1.0
1.5
2.0
2.5
0
10
20
30
40
50
60
70
Am
pli
fic
ati
on
Ra
tio
Ex
po
se
d S
oc
ial Im
pre
ss
ion
s (
MM
)
Fans & Friends of Fans' Earned Impressions and Amplification Ratios for Selected Leading Facebook Brands
Exposed Fan Impressions Exposed Friend of Fan Impressions Amplification Ratio
23
Q U A N T I F Y I N G T H E V A L U E O F E A R N E D M E D I A
Earned impressions outpace paid
impressions for some brands
32.2 29.4
26.6
0.2
6.8
15.9
Monster Energy Oreo Dr Pepper
Social Media Impressions (MM) Display Ad Impressions (MM)
Source: comScore Social Essentials, U.S., July 2012
Paid Media vs. Earned Media Analysis
Social Media Impressions (MM) vs.
Display Ad Impressions (MM) for Selected Brands
24
Q U A N T I F Y I N G T H E V A L U E O F E A R N E D M E D I A
How much is all this earned media worth?
29.4
6.8
Oreo
Earned Impressions (MM) Paid Impressions (MM)
Source: comScore Social Essentials, U.S., July 2012
Oreo: Paid Media vs. Earned Media Analysis
Monthly Social Media Impressions (MM) vs. Display Ad Impressions (MM)
Estimated Annualized
Value of
Earned Impressions
based on $3 CPM =
$1.1 Million
25
H E A V Y B U Y E R A N A L Y S I S
A significant percentage of Fans and Friends
are also moderate and light purchasers
Source: comScore Custom Analytics, March 2012
24%
38%
33%
46%
46%
43%
37%
26%
33%
34%
30%
35%
27%
36%
50%
29%
33%
24%
19%
31%
27%
0% 20% 40% 60% 80% 100%
Total Internet
Exposed Coca-Cola Fans
Exposed Coca-Cola Friends of Fans
Exposed Dr. Pepper Fans
Exposed Dr. Pepper Friends of Fans
Exposed Pepsi Fans
Exposed Pepsi Friends of Fans
Co
ca-C
ola
C
lassic
P
urc
hasers
D
r. P
epper
Purc
hasers
P
ep
si
Pu
rch
ase
rs
Distribution of Soft Drink Purchase Intensity Among Pepsi, Dr. Pepper, and Coca-Cola Purchasers
Heavy Medium Light
So
ft Drin
k P
urc
hase In
ten
sity
Quantifying Effectiveness
27
Power of Like 2: Key Findings
A M P L I F I C A T I O N Brands can meaningfully extend Facebook
reach through amplification to Friends of Fans
and help drive sales
E A R N E D M E D I A L I F T The causal effects of earned media exposure
can be isolated, and show lifts in purchase
behavior
P A I D M E D I A L I F T Facebook advertising also shows evidence of
driving lifts in purchase behavior
Download full white paper at:
www.comscore.com/like2
28
E A R N E D M E D I A L I F T
Starbucks earned media impressions drove
significant lifts in in-store purchase
Source: comScore Social Lift, U.S., February-March 2012
0.17
0.36 0.50
0.58
0.83%
1.36%
1.80%
2.12%
0.66%
1.00%
1.30%
1.54%
0.00
0.20
0.40
0.60
0.80
1.00
1.20
1.40
1.60
0.00%
0.40%
0.80%
1.20%
1.60%
2.00%
2.40%
Week 1 Weeks 1-2 Weeks 1-3 Weeks 1-4 No
min
al L
ift
in P
urc
ha
se
In
cid
en
ce
% R
each
of
Exp
osed
an
d C
on
tro
l G
rou
ps
Starbucks Fans & Friends of Fans In-Store Purchase Behavior: % of Exposed Group vs. Control Group Purchasing Starbucks
Weeks 1-4 Following Earned Media Exposure
Nominal Lift Test Group Control Group
+38%
29
P A I D M E D I A L I F T
Facebook paid ad campaigns can drive
positive lifts in purchase behavior
Source: comScore AdEffx Action Lift, U.S., September-December 2011
0.19%
0.38% 0.49%
0.61%
0.11% 0.20%
0.32% 0.39%
0.46%
0.84%
1.18%
1.47%
0.37%
0.69%
1.00%
1.27%
0.00%
0.40%
0.80%
1.20%
1.60%
Week 1 Weeks 1-2 Weeks 1-3 Weeks 1-4
Online - Test Online - Control In-Store - Test In-Store - Control
Retailer Premium Facebook Ad Lift
% of Exposed Group Purchasing Online and In-Store
Weeks 1-4 Following Paid Media Exposure
+16%
+56%
30
W H A T ’ S N E X T ? P A I D M E D I A A M P L I F I C A T I O N
Facebook paid ads can help reach a qualified
audience at scale
Source: Facebook-comScore Paid Reach Research, June 2012
• In cases studied, paid ads amplified reach by 4-6x earned media alone
• In each case, audience reached via paid had significantly higher brand purchase and/or engagement
• Conclusion: paid media can help reach qualified audience at scale
U.S. Audience (MM) Reached
by Paid, Earned & Both
5.2x
5.6x
0
20
40
60
80
100
120
Retailer Mobile Mfr Financial
Earned Only Both Paid + Earned Paid Only
4.9x
Putting it all together: Paid, Owned, Earned
Source: comScore Media Metrix, August 2012
Quantify &
Optimize
PAID OWNED
EARNED
What Social Marketing Success
Looks Like: A Virtuous Cycle
33
5 Things to Remember to Achieve Social
Marketing Success
Stop just collecting Fans: use them as a leverage point to
achieve marketing objectives
Reach Fans effectively: get them to engage and amplify your
messages
Know who you’re reaching & how often: tie these metrics back
to your broader marketing strategies
Quantify value of earned media: compare earned to paid ads &
put a $ value on exposures; measure „social lift‟
Cultivate the ‘virtuous cycle’: Paid, Earned & Owned Media are
intertwined and combine to help brands maximize impact
The Power of Like How CPG Brands Can Quantify the Value and
Impact of their Social Marketing Programs
For questions, contact learnmore@comscore.com
Connect with @comScore on Facebook, Twitter, and LinkedIn