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900+
million
monthly active users on Facebook, more than half of which login every single day
Copyright 2012 Beyond. All rights reserved. Private and Condential
200+ 250+
million
monthly active Twitter users
SOURCE: The Wall Street Journal
million
total Google + users *
SOURCE: thenextweb.com * Monthly active Google+ users not publicly available
52% of sharing is through Facebook with Four billion pieces of content shared every day
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ALTRUISTS
YOUTUBE WORDPRESS/ BLOGGER TWITTER
SELECTIVES
PASSIONATES
CAREERISTS
FOURSQUARE FLICKR
FACEBOOK EMAIL
Why is Sharing
?
Important
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Google research has found that shoppers are increasing the number of sources used to arrive at a buying decision and that they use them almost twice as heavily as in the past
10.40
10
5.27
5
2010
2011
RECOMMEND PRODUCTS
HIGH
SHARERS
20% OF ONLINE CONSUMERS
vs
LOW
SHARERS more likely to...
80% OF ONLINE CONSUMERS
BRAND LOYAL
AWARENESS
Visibility
CONSIDERATION
Evaluation attributes
ACTION
Choice
ENJOYMENT
Experience
ADVOCACY
Recommendation & loyalty
visibility in search
What are the consumer likes and dislikes and what words do they use?
What are the consumer likes and dislikes and what words do they use?
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FaceBook marketers
?
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Friending brands
% of facebook users 60% would be willing to share a product or service if given a discount/deal 53% of people have used Facebook to interact with a brand 36% of people liked or shared a brand page on Facebook in the last 30 days
60%
53%
36%
0 20 40 60 80 100
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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.
HIGH
LESS FREQUENTLY PURCHASED MORE COMPLEX EXPENSIVE IN NATURE REQUIRING MORE TIME AND EFFORT IN THE RESEARCH PHASE
vs
LOW
BOUGHT MORE FREQUENTLY LESS COSTLY USUALLY BOUGHT WITH A MINIMUM AMOUNT OF THOUGHT AND EFFORT
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1001.5
1001
1000.5
1000
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n hio Fas
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es
Facebook Inuence
F al n rso Pe
ce an in
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43% uk
31% usa
PROMPTED TO RECOMMEND
20% 20%
uk usa
CHANGED IMPRESSION
4%
3%
uk
usa
INCREASED AWARENESS
8%
6%
uk
usa
ENCOURAGED TO VISIT
OPEN
9% 9%
uk usa
TAKE NO ACTION
26% usa
15%
uk
ENCOURAGED TO CONTACT
3% 3%
uk usa
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OF
sharing
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facebook sharing
usage
frequency of logins
sharing
3-6 months
6-12 months
1-2 years
2+ years
67%
allowed an application to post automatically to their pro le read an automatically shared article (online reader)
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61 %
Copyright 2012 Beyond. All rights reserved. Private and Condential
43%
30%
28% 27%
PERSONAL MILESTONES
TRAVEL PLANS
TICKET PURCHASES
CHARITABLE DONATIONS
The percentages above re ect the proportion of people who indicated their preference to share these activities.
Copyright 2012 Beyond. All rights reserved. Private and Condential
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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
40%
62%
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Be nice....
QUESTIONS/INSULTS...
Copyright 2012 Beyond. All rights reserved. Private and Condential
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Judith Lewis Head of Search +44 (0)20 7908 6573 +44 (0)79 7416 1212 judith@bynd.com
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