Facebook Marketing 2012 London - The Science of Sharing - Nils Mork-Ulnes & Judith Lewis Beyond

Using insight
analytics,
we create digital
experiences people want
to share.

@JudithLewis @BYND @Nilsmu

rapid proliferation of sharing platform use

900+ million
200+ 250+
million million
monthly active users on Facebook, more monthly active Twitter users total Google + users *
than half of which login every single day SOURCE: thenextweb.com

* Monthly active Google+ users
SOURCE: The Wall Street Journal not publicly available

52% of sharing is through Facebook with Four billion pieces of
content shared every day

the 7 types of social sharer


where they share
WHERE THEY SHARE
ALTRUISTS SELECTIVES PASSIONATES CONNECTORS TRENDSPOTTERS PROVOCATEURS CAREERISTS

YOUTUBE

WORDPRESS/
BLOGGER

TWITTER

LINKEDIN

FOURSQUARE

FLICKR

FACEBOOK

EMAIL

DELICIOUS

CUSTOMER
REVIEW


Why is Sharing
Important
?


Shoppers today process an enormous amount of information
15

Google research has
found that shoppers are 10.40
increasing the number of
10
sources used to arrive at
a buying decision and
that they use them 5.27
almost twice as heavily
5
as in the past

0
2010 2011

Avg. Number Sources Used
Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011 www.google.com/think/insights

other people’s opinions more important than ads


high sharers are 3x more likely to recommend a product

YOUNGER OLDER

RESEARCH RESEARCH
LOW HIGH
INVOLVEMENT INVOLVEMENT
PRODUCTS PRODUCTS

RECOMMEND
PRODUCTS

HIGH vs LOW
CARE MORE
ABOUT QUALITY
THAN BRAND
IMAGE

SHARERS SHARERS
more likely to...

20% OF ONLINE CONSUMERS 80% OF ONLINE CONSUMERS
OPEN TO
BRAND LOYAL CHANGE
BRANDS

OWN
MORE LIKELY
MULTIPLE
TO PURCHASE
INTERNET
RESEARCHED
DEVICES
PRODUCTS


consumers research & share experiences during whole purchasing journey
Pre-purchase Post-purchase

CUSTOMER AWARENESS CONSIDERATION ACTION ENJOYMENT ADVOCACY
JOURNEY
BRAND Visibility Evaluation
attributes Choice Experience Recommendation
& loyalty
PENETRATION
BRAND STRATEGY/ messages
Attributes and topics
MEASUREMENT
Relative volume of each
of the positioning within positioning and Top likes and dislikes
pillars are most Frequency of statements Frequency of
statements and pillars frequently discussed ------------------
of intent recommendations
------------------ ------------------ Frequency of emotive
------------------ words used ------------------
Share of voice against Level of agreement with Share of voice against
positioning Frequency of inhibitors ------------------
competition Verbatims competition
------------------ mentioned
Sentiment towards
visibility in search attributes

How is your brand What does consumer What are the consumer What are the consumer
insight & positioning penetrating
the market?
perception of your brand
look like?
What are the barriers and
triggers for action?
likes and dislikes and
what words do they use?
likes and dislikes and
what words do they use?
Strategy


so what are the
implications for
FaceBook
marketers
?


Friending brands
% of facebook users

60% would be willing to share a
! product or service if given a 60%
discount/deal

53% of people have used Facebook
! to interact with a brand
53%

36% of people liked or shared a
! brand page on Facebook in the last 36%
30 days
0 20 40 60 80 100


Fans exposed to brand content on Facebook buy more
Starbucks and Target fans and friends of fans exposed to organic brand Facebook content vs. not exposed:

• Starbucks: 2.12% of people, vs. 1.54% made an in-store or online purchase - a 38% difference
• Target: 3.9% vs. 3.3% made an in-store or online purchase - an 18% difference.

© Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential Source: ComScore/Facebook research cited in AdAge - June 12, 2012

LOW vs high involvement products
Research/Time intensive; specialised knowledge

HIGH LOW
vs
LESS FREQUENTLY PURCHASED BOUGHT MORE FREQUENTLY

MORE COMPLEX LESS COSTLY

EXPENSIVE IN NATURE USUALLY BOUGHT WITH A
MINIMUM AMOUNT OF THOUGHT
REQUIRING MORE TIME AND AND EFFORT
EFFORT IN THE RESEARCH PHASE

Impulse buys; social

Facebook’s Influence on purchases
“To what extent did Facebook influence your view on the product you were shopping for?”
1002

1001.5

1001

1000.5

1000

uc
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c are uc
ts
tiv
es nic
s
hio
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an
ts
oo
ls vel ces
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d M k w d
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o
Fas
r T Tra lian in
Pro oo Pro tau p al
F
ab
y C uty uto Ele Re
s Ap n
B ea A
ch
en rso
B
Ki t Pe
Facebook Inﬂuence

actions taken after online interaction
PROMPTED
TO PURCHASE

43% uk
20%
PROMPTED
31% usa TO RECOMMEND
uk

20% usa

CHANGED
IMPRESSION
4% uk
3% usa
INCREASED
AWARENESS
8% usa
6% uk

9%
ENCOURAGED
TO VISIT
uk
OPEN 9% usa TAKE NO

26% usa
ACTION

15% uk
ENCOURAGED
TO CONTACT
3% uk
3% usa

Quantifying Future Trends
in Online Sharing
THE In five years, where will consumers be sharing content
online, and why? What types of content will be shared
most? How will consumers be sharing branded content?
And, what will make something share-worthy in the
future?
OF sharing These are all important questions, and using data as a
guide, the answers become within reach.


facebook sharing

rate of activity on facebook
rate of activity on facebook

usage
frequency
of logins

sharing

Data is based on per-user activity, not aggregate volumes

less than 3-6 6-12 1-2 2+
3 months months months years years

Age of Facebook account

frictionless sharing (Automatic sharing)
Frictionless sharing is here to stay, but it will need to get much, much better. Ultimately, just about everything we do in a
day will have the capacity to be shared online, but with accuracy and without needing to actively think about it.

67%
of people have done at least one of the
following things:

listened to a song that
read an automatically
was automatically shared allowed an application
shared article (online
(spotify, etc) to post automatically to

61 %
reader)
of people are annoyed by their profile
applications


FUTURE SHARING ACTIVITIES

Offline social experiences will be brought online, growing the volume of shared content focused on
daily achievements and personal milestones.

WHAT WILL PEOPLE SHARE IN THE FUTURE?
43% 30% 28% 27%

PERSONAL TRAVEL PLANS TICKET CHARITABLE
MILESTONES PURCHASES DONATIONS
The percentages above reflect the proportion of people who indicated their
preference to share these activities.

segmenting friends

Segmenting your social networks into disparate
friend groups to selectively share content (ie. the
Google+ model) is likely to catch on – but needs to
be simple to manage for users

only 40%
of people have created 62% said that that the idea
subgroups to selectively share posts appeals to them


QUESTIONS/INSULTS...
Be nice....


THANK YOU
for your
time


Facebook Marketing 2012 London - The Science of Sharing - Nils Mork-Ulnes & Judith Lewis Beyond

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Facebook Marketing 2012 London - The Science of Sharing - Nils Mork-Ulnes & Judith Lewis Beyond