From Facebook

1. **TOPLINE SLIDES FOR SALES DECKS**

2. The Power of Like
Europe
How Social Marketing Works for Retail Brands
July 2012

3. Background
• The Power of Like Europe is a collaboration between comScore
and Facebook
• It is largely based on data from comScore’s Social Essentials™
and Action Lift™ products
• The study analyses the social marketing efforts of retail fashion
brands across the three largest advertising markets in Europe;
• The UK – ASOS, Topshop
• France – La Redoute, Zara
• Germany – H&M, Zara

4. Summary of findings
1. Europe is one of the largest & most engaged markets for social
networking
2. 32% of Facebook user time is spent on the Homepage, so
continuous posting of relevant content is key
3. Friends of Fans offer a unique opportunity to expand a brand’s
reach and create a new audience with which to engage
4. Friends of Fans often differ from Fans in their profile, but like Fans
they show a propensity to visit and buy from brand websites
5. Facebook paid impressions drive purchasing – ASOS saw a
130% uplift in online sales among those exposed to the campaign

5. Top highlights
Facebook drives purchase
ASOS Fans and Friends of Fans are 10%
more likely to buy on ASOS.com
Facebook paid impressions drive purchasing –
ASOS saw a 130% uplift in online sales among
those exposed to the Facebook campaign
NB: online sales uplift relative to a control group who were not exposed and demonstrated a similar affinity to ASOS.
Purchase behaviour identified through the ASOS.com “Thank You” page displayed post-purchase
Source: comScore Action Lift, April 2012

6. Quotes on the Power of Like Europe
“While every campaign is unique and may vary in its ultimate effectiveness,
this research demonstrates how Facebook marketing can be effective in
reaching consumers and influencing their actual purchasing behaviour”
Mike Shaw, Director of Marketing Solutions, comScore
“ASOS has been at the forefront of Facebook marketing for many years,
and in order to continue increasing investment it is crucial to have access
to reliable ROI measurement. The recent research by comScore shows
that ASOS experienced a substantial uplift in site visits and online
purchasing as a result of our paid advertising on Facebook”
Fiona Marshall, Head of Marketing Womenswear, ASOS

7. **MORE DETAILED SLIDES IF NEEDED**

8. The Power of Like
Europe
How Social Marketing Works for Retail Brands
July 2012

9. Background
• The Power of Like Europe is a collaboration between comScore
and Facebook
• It is largely based on data from the Social Essentials™ and
Action Lift™ products, which are measurement services based
on comScore’s proprietary 2 million person global panel of
internet users from a home or work computer
• The study analyses the social marketing efforts of retail fashion
brands across the three largest advertising markets in Europe;
• The UK – ASOS, Topshop
• France – La Redoute, Zara
• Germany – H&M, Zara

10. Marketing Imperatives
Reach Resonance Reaction

11. Reach – retailers can reach a significant audience
Friends of Fans represent a substantial potential audience for retail brands
Looking at the top 1000 brand pages, for every Fan there are an additional 81
Friends of Fans that can be reached
22.2m
Friends of
Fans
Retail brands can significantly expand the reach of branded content on
Facebook
In Germany, the reach of the Zara site rose from 1 percent among the total internet
population to over 12 percent among exposed Fans.

12. Resonance – your message is more likely to
resonate
Increased website visits amongst Friends of Fans
This suggests pre-existing receptivity for brand messaging, product information and
promotions within this group
Ability to market to consumers who exhibit lighter visitation patterns
at impressive scale
The Friends of Fan networks of the retail brands in this study (e.g: ASOS, TopShop,
Zara, H&M, La Redoute) represent audience sizes in the millions
ASOS site visitors who are a Fan or Friend of Fan were over 10 percent more likely to
make a purchase on the ASOS site, compared to site visitors that were not within
ASOS's Friend of Fan network

13. Reaction – your message will impact purchase
behaviour
Campaigns on Facebook offer a way to drive online purchases.
In a recent ASOS campaign, paid advertising generated a 130% uplift in sales on the
ASOS website in the four weeks following ad exposure.
This is relative to those consumers who were not exposed and importantly
demonstrated a similar affinity to ASOS as the test group (e.g. site visitation and
purchase) in the four weeks prior to the advertising campaign.

14. Europeans are highly social
% Share of Social Networking Visitors and Minutes By Region
Test North America Asia Pacific Latin America Middle-East & Africa
9% 11%
10% Europe is not only one of
15%
the largest markets for
social networking, but it is
34% 18%
also more engaged, with a
larger proportion of total
19%
minutes than any other
17% region
38%
38%
29%
29%
Share of Visitors Share of Minutes
Source: comScore Media Metrix, May 2012

15. High cross-visitation between Facebook and Retail
Facebook.com and Apparel Site Cross-Visitation, Unique Visitors
(Millions)
Facebook users are 20%
more likely to visit an
Apparel site than the
Apparel: Facebook: average online
121.1 Million
Apparel 266.4 Million user, making it crucial for
Visitors Sites Visitors brand marketers to
understand Facebook’s
potential for
reaching, engaging and
converting potential
customers
Shared Audience:
98.1 Million Visitors
Source: comScore Media Metrix, Europe, May 2012

16. Newsfeed is key in driving consumer engagement
Share of Time Spent on Facebook.com by Content Section
29%
32% With nearly a third of time
on Facebook spent on the
Homepage/Newsfeed
Homepage/Newsfeed, it
Profiles is extremely important for
Photos brands to invest energy in
Apps/Tools
creating a dialogue with
All Other
their fanbase through the
5% continuous posting of
relevant content
16% 17%
Source: comScore Media Builder, UK/FR/DE, Dec 2011

17. Friends of Fans offer a substantial potential
audience
28.5m 22.2m 23.5m
Friends of Friends of Friends of
Fans Fans Fans ASOS has the ability to
disseminate marketing
messages to nearly 44
Friends of Fans for every
1 ASOS Fan within the
UK. This multiplier grows
to 81 Friends of Fans
when examining the top
1,000 Brand pages

18. And a way to expand a brand’s reach
Total Internet Reach (%) of Social Media Impressions on Facebook
2.8% Fans Friends of Fans
2.3%
2.2%
2.1% All five brands analysed
1.8% across the UK, France
1.6%
1.5%
1.4%
and Germany
1.2% demonstrated that the
1.0%
reach of Friends of Fans
0.7%
exposed to social media
0.4%
impressions exceeded
that of Fans alone
ASOS Topshop La Redoute Zara H&M Zara
Source: comScore Social Essentials, UK/FR/DE, Dec 2011

19. Friends of Fans often differ in demographic profile...
Demographic Profile of La Redoute Exposed Users vs. Site Visitors vs. Total Internet in France
7%
15%
24% 27%
18%
La Redoute Fans are
13%
Persons 55+ younger than the general
16%
18%
15% online population, and
Persons 45-54
24% Friends of Fans are even
18%
21%
Persons 35-44 more so. It may benefit
21% Persons 25-34 brands like La Redoute to
17%
19%
Persons 15-24
take this into account
when devising strategies
17% Persons 6-14
34% to drive customers into
16%
27% the physical or online
14%
10%
10%
stores
3%
3% 2%
2% 5%
5%
Total Internet La Redoute Site La Redoute Fans La Redoute Friends of
Visitors Fans
Source: comScore Social Essentials, France, Dec 2011

20. …and in their interests
La Redoute Brand-Exposed Fans: Content Category Visitation by Time Spent Index
Auctions
The online behaviour of
Automotive
Fans often differs
Entertainment substantially to that of the
average internet user.
Games This knowledge better
Real Estate
informs marketing
strategies such as
Retail developing social
apps, tailoring media
Sports
plans or identifying
Technology potential partners to suit
the identified behaviour of
Travel
the Facebook Fan
50 100 150 200 250 300 Network
Source: comScore Social Essentials, France, Dec 2011

21. Fans and FoFs show affinity for retail brand
websites
Site Visitation Among Brand-Exposed Audiences
Total Internet Fans Friends of Fans
9.5%
ASOS 34.1%
25.6%
4.4% For the retailers
Topshop 24.2% studied, both Fans and
16.8%
Friends of Fans were
La Redoute
19.5% disproportionately more
48.2%
34.5% likely to visit the brand
1.6% websites – where
Zara 7.8%
6.2%
purchases occur –
6.1% compared to the average
H&M 28.6% internet user
17.6%
1.0%
Zara 12.6%
5.5%
Source: comScore Social Essentials, Dec 2011

22. Friends and FoFs are more likely to purchase online
Likelihood to Purchase on ASOS.com - Social vs. Non-Social Visitors
ASOS Site Visitors, Social ASOS Site Visitors who
are a Fan or Friend of Fan
are much more likely to
make a purchase on the
ASOS site compared to
those with no social link
ASOS Site Visitors, Non-Social
90 95 100 105 110
Index of “Thank You Page” Site Visitation (Total Internet=100)
Source: comScore Social Essentials, UK, Dec 2011

23. Paid Facebook impressions drive purchasing
Purchase on ASOS.com Following Exposure to Facebook Paid Impressions
1.7%
Control Group Test Group
1.5%
% Reach of ASOS “Thank You” Page
Facebook paid advertising
1.0% generated a 130% uplift in
purchase behaviour on
0.7% 0.7% the ASOS site, relative to
those who were not
0.4% exposed but who
0.3%
0.2% +130% uplift demonstrated a similar
affinity to ASOS
Week 1 after exposure Weeks 1-2 after exposure Weeks 1-3 after exposure Weeks 1-4 after exposure
Source: comScore Action Lift, April 2012