5. Connections can extend organic audience
comScore May 2011: The Power of Like : How Brands Reach and Influence Fans Through Social Media Marketing
6. Recent research suggests that maximizing
reach maximizes ROI
Median Return on Ad Spend
10
8.98
9
8
7
6
5
4.77
4
3
2
1
0
Low Reach High Reach
Facebook: Making Digital Campaigns Better, B. Smallwood at IAB Mixx October 2012
7. Facebook’s ad platform is built to leverage
the power of social messaging at scale
like Red Bull
Right-hand
side on
homepage
8. Can paid media significantly extend reach
for even the largest brands on Facebook?
Is the audience reached by paid media
valuable to these brands?
9. Approach
In a case study of 3 major brands
Quantify brand reach through measurement of
total audience reached by paid and organic
media during a week in June 2012
Assess value of paid audience by measuring
key buying and shopping metrics of audience
exposed to paid media
10. Can paid media significantly extend reach
for even the largest brands on Facebook?
11. 3 top brands reach 5x audience with paid
Audience reached by Paid, Organic, and Both
120,000,000
4.9x
100,000,000
5.2x
80,000,000
60,000,000
5.6x
40,000,000
20,000,000
0
Samsung Mobile Major Financial
Major Retailer
USA Services
Paid reach only 67,611,540 82,039,567 33,669,817
Both Paid and Organic reach 10,697,054 16,833,446 4,455,407
Organic reach only 4,250,483 3,373,758 2,294,109
12. 100 top pages extend audience by 5x when
using paid in addition to organic publishing
Reach Amplification of top Organic Publishers
100 brand pages with top June organic reach matched by fan size
18,000,000
16,000,000
5.3x
14,000,000
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
-
Do not use Paid Use Paid
Organic Reach 2,873,454 2,911,875
Paid Reach 15,464,473
Average Fans 9,980,621 10,018,059
13. Paid media can extend the reach of a single
piece of content by more than 100x
Samsung per-post reach Paid Earned
4.7x
0.9x
0.6x
19.7x
19.3x
92.2x
143.4x
0x
4.2x
4.8x
5.8x
1.2x
4.3x
8.1x
2.6x
8.3x
9.6x
1.2x
80,000,000 70,000,000 60,000,000 50,000,000 40,000,000 30,000,000 20,000,000 10,000,000 0 10,000,000
14. Is the audience reached by paid media
valuable to these brands?
15. Paid audience similar to earned in age and
Facebook use
Samsung Reach Distribution by Age Samsung Reach Distribution by Pages
30.00% Fanned
45.00%
25.00%
40.00%
35.00%
20.00%
30.00%
15.00% 25.00%
20.00%
10.00%
15.00%
10.00%
5.00%
5.00%
0.00% 0.00%
13-17 18-24 25-34 35-44 45-54 55+ 0-100 101-200 201-400 400+
Paid 14.03% 21.38% 24.07% 17.18% 13.53% 9.81% Paid 24.07% 20.27% 25.73% 29.93%
Earned 21.00% 24.76% 21.51% 16.00% 10.77% 5.96% Unpaid 13.03% 17.65% 27.40% 41.92%
16. Those exposed to paid Major Retailer ads on FB, were 66% more likely to
purchase online at Major Retailer.com and 45% more likely to buy in-store
Major Retailer buyer reach penetration Compared to the average Internet
compared to total internet June 2012 user, those exposed to paid media index
12.00%
higher on eCommerce spending overall
10.00% and spent:
8.00% • 3X more in the Gift
Certificates/Coupons, Flowers/Gifts, & Sports/Fitness
6.00% categories online than average Internet user
4.00% • 2X more in the Baby Supplies, Handhelds/PDA’s &
Portable Devices Categories
2.00%
• Nearly 2X in the Books/Music, Event Tickets, Video
0.00%
Games/Consoles Categories
Retailer.com Retailer stores
Paid Audience 1.37% 10%
Total Internet
• 20% more in the Apparel and Food, Beverage and
0.82% 7%
index 166 145
CPG categories
17. Samsung Exposed Audience – Heavy, Engaged Internet users with a
higher propensity to purchase online across brand-relevant categories
Samsung Mobile Paid Audience Samsung Exposed users are:
Buying Power Index Compared to Total Internet
350
• Heavier, highly engaged Internet users overall
300
• 68% more likely to visit Technology News
250
Sites, 50% more likely to visit Telecommunications
sites and 62% more likely to visit Consumer
Electronics sites
200
• Notably high BPI in two Samsung-relevant
150
categories – Mobile Phones (150) and
Handhelds, PDA’s & Portable Devices (169)
100
• Samsung paid exposed users were 173% more
50
likely than the average user to conduct searches that
contained the word ‘Samsung’ and did so 39% more
0 frequently than average
SPORT & FITNESS
CONSOLE VIDEO GAMES & PORTABLEMUSIC LAPTOP COMPUTERS
HANDHELDS, PDAS DEVICES MOBILE PHONES &MOVIES & VIDEOS
PLANS
18. Those exposed to Major Financial Services brand paid ads were more
likely to transact with a MFS brand among other cards in wallet
compared to the average Internet user
Major Financial Services brand Paid Major Financial Services (MFS)
Audience
Reach and Purchase Share Index brand Paid Exposed Users:
160
140 • 31% more likely to be a MFS brand Card holder than
the average Internet user*
120
100 • 18% of paid media exposed group made an online
purchase during the exposure month compared to
80
12% of total Internet; 47% more likely to transact
60 with MFS brand than average user
40
• Transaction and Dollar Share indices were highest
20
among the paid exposed group – they spent 24% on
0 their MFS cards compared to other cards in the
Dollar Share Index Transaction Share Buyer Reach Index wallet than the average Internet user and were 19%
Index more likely to transact with MFS brand among the
Competitor 1 Competitor 2 Competitor 3 Paypal Major Financial Services brand other cards in the wallet (transaction share)
*cS panelists were determined to be cardholders if they were observed making an online transaction with a MFS and/or checked a MFS banking or credit card statement showing
they made a purchase during the month
19. Can paid media significantly extend reach for even
the largest brands on Facebook?
Across 100 top publishers and in a case study of 3
major brands, paid media amplified reach by 5x over
organic audience
Is the audience reached by paid media valuable to
these brands?
comScore analysis found that paid audiences
consistently over-index on key shopping and buying
metrics relevant to specific case study brands
Editor's Notes
These are sound investments.- research supports this. Let’s take content.
In April 2012 comScore showed us that exposure to earned media can drive incremental purchasing in fans and friends of fanswithin 4 weeks of exposure to Starbucks media, there was a 38 percent lift in purchase incidence among the exposed group(2.12 divided by 1.54)
Fan connections are a brand’s core organic audience.In 2011, comScore found that friend-of-fan connections can extend the reach of a brand’s organic content beyond the friend base alone.
a study conducted in partnership with Datalogix—connects ad exposure (seeing a brand’s ad) on Facebook with in-store purchases (buying the brand’s product). 44 campaigns analyzed. The 22 highest reach per dollar campaigns were compared to the 22 lowest reach per dollar campaigns. Going back to those strategies of building connections and content– this research suggests that marketing investment works hardest when that powerful social content gets in front of a broad audience
In fact, Facebook’s ad platform was designed to do just thatIf you’re a big brand you do the mental math: at 2M fans…We know there are natural limits to organic publishingIn practice, can largest brands benefit from using paid or are they already in touch with potential customers?
Our research today was designed to examine the real math behind that question and answer the following
There’s been such a focus on building fan bases in last couple years, we believe there is a lot of value in fan bases, but we believe that the reach they achieve through connected fan bases alone isn’t enough (they’re leaving an opportunity to )Can largest brands benefit from using paid or are they already in touch with potential customers?
Looked at 3 case study brands. These were:Top fan base sizeTop organic publishers, leaders in their verticalsRepresent diversity of sizes and verticalsPaid audience But we wanted to see
There’s been such a focus on building fan bases in last couple years, we believe there is a lot of value in fan bases, but we believe that the reach they achieve through connected fan bases alone isn’t enough (they’re leaving an opportunity to )Can largest brands benefit from using paid or are they already in touch with potential customers?
There’s been such a focus on building fan bases in last couple years, we believe there is a lot of value in fan bases, but we believe that the reach they achieve through connected fan bases alone isn’t enough (they’re leaving an opportunity to )Can largest brands benefit from using paid or are they already in touch with potential customers?Actionable takeaway: when organic efforts starting to resonate, good signal that should double down and make this. Levers on per-post basisWhy are we talking about reach today? Reach drives sales (per Brad’s speech)
