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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

Facebook

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.

Facebook

723,793

623,525

565,156

325,679

Blogger

Tumblr

Twitter

LinkedIn

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

Facebook

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

Facebook

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

Facebook

Blogger

Twitter

22,417

Wordpress

19,250

17,786

MySpace

LinkedIn

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%

Facebook

YouTube

MySpace

Yahoo! Answers

The Social Media Data Stacks

12

Twitter

Linkedin

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

Facebook

64.5%

Facebook

65.2%

YouTube

20.0%

YouTube

19.7%

Twitter

1.36%

Twitter

1.23%

Yahoo! Answers

1.03%

Yahoo! Answers

1.04%

Tagged

0.74%

Tagged

0.74%

MySpace

0.66%

Linkedin

0.64%

Linkedin

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%

Twitter

1.22%

Yahoo! Answers

1.03%

Tagged

0.73%

Linkedin

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

Facebook

1,758

YouTube

530

Twitter

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

Linkedin

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%

LinkedIn

Facebook

Twitter

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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41

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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42

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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43

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%

Facebook

8%

sign into a restricted access site using existing sign-in data, rather than having to create a new

Google

39%

account.

Yahoo

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

12%

Engage social connection service used

Twitter

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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44

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

Facebook

European smartphone users

Twitter

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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

The Social Media Data Stacks

46

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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48

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%

The Social Media Data Stacks

49

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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50

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%

The Social Media Data Stacks

51

31%

27%

27%

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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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