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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.
        Social media site users spend an average of 5.4 hours a month engaged in networking sites.
        Facebook attracts 734.2 million unique visitors a month.
        Half 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
                                                                                    Sponsorship Information
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
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
             Facebook                                           53.5   minutes per month. Facebook is dominating
                                                                       the web brands.
                Yahoo             17.2

               Google       12.5                                       In looking at a data snapshot of monthly
                                                                       aggregate time spent on a site for Facebook
            AOL Media      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
                                                                       17.2 billion minutes per month, less than
                   EA        4.3                                       one-third Facebook’s total.

                Apple        4.3
                                                                       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.




                     723,793      623,525      565,156        325,679

    Facebook          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



            Facebook                                     7:46
                                                                In measuring time spent per user, Nielsen
           AOL Media                          2:53
                                                                data shows that for the second straight

                Yahoo                      2:12                 month, Facebook dominated U.S. web
                                                                brands in average monthly time during
               Google                 1:48
                                                                August 2011. The average Facebook user

MSN/Windows Live/Bing                 1:44                      spent seven hours, 46 minutes on the site.


             YouTube                  1:41                      AOL Media Network, averaged two hours,

            Wikipedia               1:18
                                                                52 minutes and 52 seconds. YouTube also
                                                                ranked in the top 10 with an average of one
                Apple              1:06                         hour, 41 minutes of user time for the month.

             Microsoft        0:45

              Amazon        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


                                                          A September 2011 report from comScore logs
          Facebook                          734,240
                                                          734.2 million unique visitors to Facebook.com
             Twitter              144,441                 globally in June 2011, an increase of 33% from the

Windows Live Profile
                                                          previous year.
                             119,467


           LinkedIn        84,356
                                                          Meanwhile, Twitter.com climbed its way to the no.
         QQ.com                                           2 position reaching 144.4 million visitors (up 56%),
                          74,821
      microblogging
                                                          followed by Windows Live Profile at 119.5 million
           MySpace        71,526
                                                          visitors.
             Renren       66,073

                                                          Professional social network LinkedIn.com reached
          Vkontakte       61,035
                                                          more than 84 million visitors globally to secure the
              Orkut      51,754
                                                          no. 4 spot, followed by Chinese site QQ.com
        Yahoo Pulse     37,600                            microblogging with 74.8 million visitors.




   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     22,417
                                                       19,250         17,786
                                                                                 11,870
                                                                                              8,578        8,397        7,601


   Facebook      Blogger         Twitter   Wordpress   MySpace        LinkedIn   Tumblr     Six Apart   Yahoo Pulse      Wikia
                                                                                            Typepad


  The Social Media Data Stacks
                                                                 10
TRENDS,
SHORT &
LONG
   Rise and Fall; Facebook’s Steady Climb
Top Social Networking Sites and Forums
By US market share of visits (%), 2008-2011             Experian Hitwise tracks the top 10 social networking sites each
Source: Experian Hitwise
                                                        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          Twitter        Linkedin


  The Social Media Data Stacks
                                                        12
    M-o-M, LinkedIn Makes Headway
Top Social Networking Sites and Forums
By US market share of visits (%), August & September 2011              Experian Hitwise data shows more movement up for
Source: Experian Hitwise
                                                                       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%
                                                                                                          11.2%
                                                                        10.2%
                                                                                                  9.1%



       Europe               N. America            Asia-Pacific            Latin America           Mid East-Africa

                                     Share of visitors     Share of minutes




  The Social Media Data Stacks
                                                                 14
    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    78                                                                           here is one area where Facebook does
                                      73    74        72
    70    70                                                                                            not win, hands down, according to the
                                                             67              66
                                                                       64               63
                                                                                                        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           All others    Facebook.com MySpace.com            all companies measured.

                                            2010      2011
                                                                                                        The report found that Google, which
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           scored 83 points, is one of the highest-
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.                                                scoring companies overall.




  The Social Media Data Stacks
                                                                            15
   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                           64.9%
                                                              Enter Google. Google+ emerged as a player in the Social
            YouTube       19.6%                               Network and Forums category in late September, Experian
                                                              Hitwise reported, a day after the site went from “invitation-
              Twitter    1.22%
                                                              only” to "open access" and became available to everyone.
      Yahoo! Answers     1.03%

              Tagged     0.73%                                Opening access created a massive spike in market share of
                                                              visits for the site, with a 1269% growth from the week
             Linkedin    0.66%
                                                              ending September 17 to the week of September 24. The
            MySpace      0.60%                                site also received nearly 15 million total US visits last week.

            Google+      0.55%
                                                              In just one week, Google+ went from ranking as 54th most
         myYearbook      0.39%
                                                              visited site in the Social Networking and Forums category to
              iVillage   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        Google+ also received nearly 15
                                                               million total US visits during the week
         YouTube                                    530
                                                               of its initial public offering, according to
          Twitter    33.08                                     Experian Hitwise, not quite half of what
                                                               Twitter attracted in that time. Google+
  Yahoo! Answers     28.01
                                                               also created a decent challenge to
          Tagged     19.66                                     MySpace and LinkedIn, sites that

         Linkedin    17.80                                     received about 16 million and 18
                                                               million visits, respectively. During the
        MySpace      16.33
                                                               invite-stage of the launch, for week
         Google+     14.98                                     ending July 16, Google+ received 1.86
                                                               million total visits.
     myYearbook      10.58


          iVillage   10.34




  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%                                     to visit. The audience to Google+ tends
                                                                  14.9%
                          12.7%   12.2%                                   12.3%     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
                                                                            networking site like MySpace, Facebook or
                                                                   65%
                                                       61%                  LinkedIn, up almost 7% from one year ago
                                                                            (61%), and this is about eight times the 8%

                                              46%
                                                                            who said they used social networking sites in
                                                                            2005.
                                                                      43%
                                                          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
  8%                                    13%                                 about, only email (which 61% of internet users
                 9%
                                                                            access on a typical day) and search engines
       2%
                                                                            (which 59% use on a typical day) are used
 2005       2006       2007         2008      2009     2010        2011
                                                                            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

                    108                                                        aged 18-34 have the highest
       103                 104                   101         103   102   101
                                 98        100                                 concentration of visitors among all age
 96                                                    94
              88                      91
                                                                               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.

                         109%                                              More than twice as many people age
                                                                           55 and older visited social networks
                                                                           on their mobile phone in Q3 2011
                                                   76%                     compared to Q3 2010, according to
                  68%                                                70%
                                 67%                                       data from Nielsen’s “The Social
           61%
                                                                           Media Report Q3 2011.″ That’s a
                                       45%               44%
                                             41%                           jump of 109% year-over-year.
                                                               37%


   16%                                                                     Other demographic groups
                                                                           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-34-
                                                                           year-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,
                                                                         according to NM Incite’s “State of Social Media
   91%                       92%
                 89%                 87% 88%                             Survey,” this is even more likely among social
          86%
                                                    78%                  networkers who are parents.
                                                                 70%
                                                           66%
                                                                         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       Family contact       Find new friends   popular, cited by 78% of parents and 66% of
                       Parents     Non-parents    Total                  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%
               67%
         63%                           64%
                                 59%
                                             54%
                                                         47%      47% 45% 45%
                                                   43%
                                                                                         39%
                                                                                               34% 35%



                                                                                                                      17% 16%
                                                                                                                13%




     Entertainment         Creative outlet      Gaming               How-to info        Following celebrities        Dating

                                              Parents     Non-parents         Total




  The Social Media Data Stacks
                                                           24
  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%                                     50%
                                                                             watching a TV show discuss the
                                                                             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         I talk about something else
                                                                             35% of Facebook users.

                          Twitter users   Facebook users




 The Social Media Data Stacks
                                                            25
  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
                                                                         more likely to talk about their favorite shows
                            69%                                    68%
                                                                         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                         Facebook users

      Before the show           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%        84%                             85% of journalists using the site. Journalists use Twitter at almost the
                                                            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%
                                                                                     18%
                                                                                                 15%         14%


    LinkedIn   Facebook     Twitter   YouTube   Blog site    Flickr      Digg      MySpace     Delicious Foursquare


  The Social Media Data Stacks
                                                              27
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
   Advanced              44%                      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   We don't have
                                                             agree they have standard measurement
                                                             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
         Growth of channel                   media marketing, according to a study
                               65%
         and device choices
          Shifting consumer                  released by IBM. This is second only to
                               63%
            demographics
                                             the 71% who are challenged by the so-
       Financial constraints   59%
                                             called marketing “data explosion.”
   Decreasing brand loyalty    57%

Growth market opportunities    56%
                                             A large portion of CMOs also feel
         ROI accountability    56%
                                             unprepared for growth of channel and
     Customer collaboration
                               56%           device choices (65%), shifting consumer
          and influence
      Privacy considerations   55%           demographics (63%) and financial

         Global outsourcing    54%           constraints (59%).

  Regulatory considerations    50%

    Corporate transparency     47%



  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%
                                                  73%                 72%        outperforming and underperforming
                                 70%
   65%                  66%                                                      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   Growth of channel    Shifting consumer   being unprepared.
                                        and device choices     demographics

                     Outperformers      Underperformers




  The Social Media Data Stacks
                                                             31
   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

                                                                    81%
                                                                                          traffic volume generated by social
                                                                                          media, according to research from
                                                                                          Adobe and Econsultancy. A similar
                                                                                          53% also measure engagement with
 54% 53%          53% 55%        53% 55%             55%
                                               49%            49%               48%       their Facebook brand page and
                                                                                          Twitter accounts.
                                                                          34%


                                                                                          Brand sentiment was ranked high in
                                                                                          perceived importance (81%), but in
                                                                                          terms of a current practice, only 49%
   Volume of      Engagement     Engagement   Frequency of      Brand     Engagement
  traffic from   with Facebook   with Twitter social media    sentiment   with LinkedIn   measure it. Slightly fewer marketers
 social media     brand page      account(s) brand mentions                account(s)
                                                                                          think social media traffic volume is
                            We measure this          Important
                                                                                          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
                                                                     engaging in social media monitoring
      Communications strategy                                  27%
                                                                     incorporate the information into their
                                                                     communications strategy, according to data
Customer service enhancements                       18%
                                                                     from WebLiquid and RSW/US.

                Media planning                14%
                                                                     Customer service enhancements – ranging
                                                                     from automated search engine alerts to
    Organic search optimization              13%
                                                                     specific data queries and third-party research
                                                                     – followed at close to 20%.
       Paid search optimization         10%

                                                                     Other relatively popular answers include
Display advertising optimization        8%                           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


                                    Video Email   Search ad/     Web/     Social  Mobile   Social media advertising prompts
Action                      Total
                                     ad    ad     Sponsored    Banner ad media ad  ad
                                                                                           consumers to become a fan on a
Done any action              59      41    37        41           37       28      17
                                                                                           social media network, but
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
                             28      16    13        12           11        8       6      according to a study from the
product/service info
                                                                                           Internet Advertising Bureau (IAB).
Became fan on a socnet       18      10    4          3           4        12       4
Went to retail location
                             17      10    7          5           5         6       5
to see/purchase                                                                            For example, 41% of both video
Purchased online             16      9     7          4           4         5       4      and search ad viewers have taken
Shared ad via email,                                                                       some type of action resulting from
                             11      5     5          3           3         5       4
Twitter, socnet
                                                                                           the ad in the past six months, while
Sent an email, text to
                             9       5     4          4           3         4       3      on 28% of social media ad viewers
advertiser
Called advertiser for                                                                      were inspired to act.
                             8       4     4          3           3         4       3
more info




   The Social Media Data Stacks
                                                                  35
      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


                                                                                 SocialMedia Examiner found that seven in
           SEO Marketing                         Online Advertising
                                                                                 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%
                                                                                 8% have no plans to utilize it.
                                                                 46%


1%                                                                               Slightly less than half (46%) of social
                             71%                                                 marketers plan on increasing their online
                                             24%
                                                                                 advertising efforts, with 27% having no
                                                                                 plans to utilize online advertising. 24% will
                                                         3%
                                                                                 keep online advertising levels the same and
         Increase         Decrease    Stay the same        No plans to utilize
                                                                                 3% will decrease them.




     The Social Media Data Stacks
                                                           36
      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


                                                                             Nearly two in three social marketers (64%)
           Email Marketing                            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%                                                                         its usage the same.
                                               42%                     41%


                                                                             Four in 10 (42%) of social marketers have
                               65%                                           no plans to use webinars, with another 41%

3%                                                                           planning on increasing their use of these
                                                                             tools and 16% keeping their usage the
                                                          16%
                                                                       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
                                                                             events.




     The Social Media Data Stacks
                                                            37
  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.

                         200%
                                                                 Facebook ad spend of all clients increased
                                                                 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%              11%.
                                                           11%


                All clients                       Same Client


                                Spend   Impressions




 The Social Media Data Stacks
                                                         38
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                               EaxctTarget reports that more than
                content, events or sales
                                                                  58%
                                                                        six in 10 (63%) Facebook users who
               Expect discounts or
           promotions through Facebook
                                                                  58%   “like” a brand or product on Facebook
             Expect to receive updates                                  expect something in return. Results
           about the co. to the newsfeed
                                                            47%
                                                                        from “The Meaning of Like” indicate
        Expect the company to post
   updates, photos or videos to newsfeed
                                                      39%
                                                                        that a leading 58% of Facebook likers
             Expect to share with friends,                              expect both access to exclusive
               family and/or coworkers
                                                      38%

                 Expect the name of co.
                                                                        content, events or sales, and
                to show up on my profile
                                                     37%
                                                                        discounts or promotions through
                        Do not expect
                      anything to happen
                                                     37%                Facebook. Only 37% do not expect
     Expect the co. to send more relevant                               anything to happen.
      content based on my public profile
                                                     36%

             Expect to interact with page
             owner (e.g., brand, person)
                                               28%

            Expect the co. to access data
                in my public profile
                                              27%

             Expect the co. to contact me
               through other channels
                                             24%



  The Social Media Data Stacks
                                                      40
     Consumers React to “Like” Marketing
 What Constitutes Permission to Market on Facebook?
 % of respondents, July 2011
 Source: ExactTarget



                                                                       The ExactTarget survey found that the
  You click a Facebook Like
button placed by the company 10%            42%                 48%    highest percentage of respondents, a
    elsewhere on the web
                                                                       rather low 15%, “always” expected a
                                                                       marketing initiative after liking a
                                                                       company at its Facebook page source,
         You like a
comment/photo/article posted   9%           41%                50%     but that dropped to 10% for a click on a
 by a company on Facebook
                                                                       “Like” button elsewhere on the web.


                                                                       Only 9% always expect marketing after
You go to a company Facebook
  page and like the company
                                   15%        46%                39%   logging a reaction to Facebook content.



                                   Always   Sometimes   Never




    The Social Media Data Stacks
                                                          41
   1 in 4 Expect Weekly or Monthly Updates
Marketing Contact via Social Networks                The highest percentages of online consumers say products, services and
% of respondents (n=2,997) June 2011
Source: ROI Research and Performics                  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%                                                                              2%
        3%                                                                                             4%

    More than        Once        Every other   Twice         Once        Twice a       Once a        Never         Other
    once a day       a day          day        a week       a week       month        month or
                                                                                        less



  The Social Media Data Stacks
                                                             42
   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
                                                                            which features the newsfeed. In May 2011,
                  25%                          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   All Other




  The Social Media Data Stacks
                                                           43
   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%                    Facebook
            5%                                                  sign into a restricted access site using existing
                                                                sign-in data, rather than having to create a new
      8%                                Google
                                                                account.
                                 39%
                                        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
                                                                2011. This was 30% more than the 30% of
                                        Windows Live
                                                                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.




  The Social Media Data Stacks
                                                   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         European smartphone users

                           Facebook   Twitter




 The Social Media Data Stacks
                                                        45
   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%       5%                                                network users preferred to connect
                                                             with brands through Facebook.
                                                             This dwarfs all other social media
   6%                            80%            Facebook
                                                             networks, with Twitter in a tie with
                                                Twitter
                                                             “Don’t Know” for a very distant
                                                LinkedIn
                                                             second place, at 6% of users.
                                                Other
                                                Don't know




  The Social Media Data Stacks
                                                   46
   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%   users see the platforms as a useful
Read consumer feedback
                                                           64%        shopping and research tool, and
                                                                      participate with the desire to view and
                                                           64%
   Learn about products                                               contribute to reviews of products and
                                                          59%
                                                                      services. 68% of social media users
                                                           64%        (71% of parents and 64% of non-
   Get coupons/promos
                                                      56%
                                                                      parents) go to social networking sites to
                                                                      read product reviews and more than
                                                          59%
  Give positive feedback
                                                     52%              half use these sites to provide product
                                                                      feedback, both positive and negative.
                                                      57%
 Give negative feedback                                               Getting coupons is also popular, with
                                                    49%
                                                                      58% overall usage (64% of parents and

                            Parents   Non-parents
                                                                      56% of non-parents).




  The Social Media Data Stacks
                                                      47
   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%
                                                              buying behavior, according to the e-tailing
   Community forums                                           group and PowerReviews.
 (conversations between                26%
       customers)

  User-generated videos          15%                          Community forums influence 26% of
                                                              shoppers. The social media sites, altogether,
     Facebook company
         fan pages
                                 13%                          influence the buying behavior of 35% of online
    Facebook newsfeed                                         shoppers: Facebook fan pages affect 13% of
   (friends talking about        13%
         products)                                            online shoppers; the Facebook newsfeed
     Mobile (iPhone app,                                      influences another 13% and Twitter, another
         text alerts)
                            9%
                                                              9%.
      Twitter (monitor,
    respond to, and post    9%
           tweets)




  The Social Media Data Stacks
                                                   48
   On Average, 29% Seek Purchase Advice
Social Networks as a Source of Purchasing Advice               Social networks are a resource, with an average of 29% of consumers
% of respondents who sought advice, June 2011
Source: ROI Research and Performics                            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%
                                                                      26%    25%   24%    23%    22%   21%
                                                                                                              19%
                                                                                                                       17%




  The Social Media Data Stacks
                                                               49
      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                                       Active social network users, according to
     spenders on music
                              75%
                                                                 Nielsen, are 75% more likely to spend
   Already follow a brand     53%                                heavily on music and 47% more likely to

     More like to be heavy
                                                                 heavily spend on clothing, shoes and
    spenders on clothing,…
                              47%
                                                                 accessories. They are 45% more likely to
    More likely to go on a                                       go on a date. Other areas where heavy
             date
                              45%
                                                                 social network users show more likelihood
        More likely to give
        opinion about TV…
                              33%                                of participating include giving opinions on
                                                                 TV programs (33%), giving opinions on
 Already follow a celebrity   32%
                                                                 politics and current events (26%), attending
More likely to give opinion
  on politics, current …
                              26%                                professional sporting events (19%) and
                                                                 working out at a gym or health club (18%).
     More likely to attend
      a pro sports event
                              19%

       More likely to work
          out at a club
                              18%




     The Social Media Data Stacks
                                                            50
   Sports, Education Lead Discussions
Product Discussion via Social Networks                           The ROI research survey asked consumers about their discussions
% of respondents who had discussion in vertical June 2011
Source: ROI Research and Performics                              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%    31%
                                                                                                                 27%    27%




  The Social Media Data Stacks
                                                                51
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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  e-
tailing 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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