The Social Media Data Stacks A Research Collection

The Social Media Data Stacks A Research Collection for Marketers SPONSORED BY: DATA INSIGHTS

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, Hub. Spot, our research partners who provide the source data, and our links to Marketing. Charts. com. DATA INSIGHTS

The Social Media Data Stacks Social media is a powerful force. Consider these facts. ØSocial media site users spend an average of 5. 4 hours a month engaged in networking sites. ØFacebook attracts 734. 2 million unique visitors a month. ØHalf 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 Marketing. Charts’ “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 Hub. Spot Team .

Table of Contents Facebook, et. al. Twitter Bursts Suit TV Discussions Soc. Net Users Want Deals, Discussion Facebook and the ROW Linked. In 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 Soc. Net 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 Hub. Spot M-o-M, Linked. In Makes Headway Google Alerts is Tool of Choice Our Data Partners Average Time Spent: 5. 4 Hours/Month Soc. Nets Ads Lag Behind Other Formats Facebook Scores Lowest for Satisfaction How are Marketing Budgets Affected? Google+ Jumps to 8 th, 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 Soc. Nets 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 Sponsorship Information

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 53. 5 Facebook Google AOL Media the web brands. 17. 2 Yahoo minutes per month. Facebook is dominating 12. 5 In looking at a data snapshot of monthly aggregate time spent on a site for Facebook 11. 4 and the ROW (rest of the web), Facebook MSN/Windows Live/Bing 9. 5 You. Tube 9. 1 Ebay 4. 5 EA 4. 3 Apple 4. 3 Microsoft has toppled some big names. The Nielsen Company data show that even Yahoo users come in a distant second with an average of 17. 2 billion minutes per month, less than one -third Facebook’s total. You. Tube ranks sixth, claiming 9. 1 billion 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 Linked. In. Facebook 723, 793 623, 525 565, 156 325, 679 Blogger Tumblr Twitter Linked. In 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 7: 46 Facebook In measuring time spent per user, Nielsen 2: 53 AOL Media data shows that for the second straight month, Facebook dominated U. S. web 2: 12 Yahoo brands in average monthly time during Google 1: 48 MSN/Windows Live/Bing 1: 44 You. Tube 1: 41 August 2011. The average Facebook user spent seven hours, 46 minutes on the site. AOL Media Network, averaged two hours, 52 minutes and 52 seconds. You. Tube also 1: 18 Wikipedia ranked in the top 10 with an average of one 1: 06 Apple Microsoft Amazon hour, 41 minutes of user time for the month. 0: 45 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: com. Score Facebook Twitter Windows Live Profile A September 2011 report from com. Score logs 734, 240 734. 2 million unique visitors to Facebook. com 144, 441 globally in June 2011, an increase of 33% from the previous year. 119, 467 Linked. In 84, 356 QQ. com microblogging 74, 821 My. Space 71, 526 Renren 66, 073 Vkontakte 61, 035 Meanwhile, Twitter. com climbed its way to the no. 2 position reaching 144. 4 million visitors (up 56%), followed by Windows Live Profile at 119. 5 million visitors. Professional social network Linked. In. com reached more than 84 million visitors globally to secure the Orkut Yahoo Pulse 51, 754 no. 4 spot, followed by Chinese site QQ. com microblogging with 74. 8 million visitors. 37, 600 The Social Media Data Stacks 9

Facebook USA: 140 Million Visitors Top Network & Blog Sites Average monthly unique visitors (000), Q 3 2011 Source: The Nielsen Company Looking at the top 10 U. S. social networking/blogging sites during Q 3 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 Facebook Blogger Twitter 22, 417 Wordpress 19, 250 17, 786 My. Space Linked. In The Social Media Data Stacks 10 11, 870 Tumblr 8, 578 8, 397 7, 601 Six Apart Typepad Yahoo Pulse Wikia

TRENDS, SHORT & LONG

Rise and Fall; Facebook’s Steady Climb Top Social Networking Sites and Forums By US market share of visits (%), 2008 -2011 Source: Experian Hitwise tracks the top 10 social networking sites each 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% 12 '1 1 '1 Au ne g 1 1 '1 Linkedin Ju 1 '1 Ap ril b 0 D O Twitter Fe ec '1 '1 0 0 ct '1 Au '1 ne Ju g 0 0 '1 Ap ril b 9 '0 ec '0 D The Social Media Data Stacks Yahoo! Answers Fe 9 9 ct '0 '0 O My. Space Au ne Ju You. Tube g 9 9 '0 Ap ril b 8 D O Facebook Fe ct ec '0 '0 8 8 '0 Au '0 ne g 8 8 '0 Ju Ap ril Fe b '0 8 0%

M-o-M, Linked. In Makes Headway Top Social Networking Sites and Forums By US market share of visits (%), August & September 2011 Source: Experian Hitwise data shows more movement up for Linked. In, a trend noticeable in the past year. August 2011 September 2011 Facebook 64. 5% Facebook 65. 2% You. Tube 20. 0% You. Tube 19. 7% Twitter 1. 4% Twitter 1. 2% Yahoo! Answers 1. 0% Tagged 0. 7% My. Space 0. 7% Linkedin 0. 6% My. Space 0. 6% my. Yearbook 0. 5% i. Village 0. 4% my. Yearbook 0. 4% Mylife 0. 3% 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: com. Score Globally, internet users averaged 5. 4 hours on social networking sites during the month of June, according to com. Score. 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% 10. 2% Europe Share of minutes N. America. Share of visitors Asia-Pacific Latin America The Social Media Data Stacks 14 9. 1% 11. 2% Mid East-Africa

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, here is one area where Facebook does not win, hands down, according to the 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 all companies measured. The report found that Google, which scored 83 points, is one of the highestscoring companies overall. The Social Media Data Stacks 15

Google+ Jumps to 8 th, 1269% Spike Top Social Networking Sites and Forums U. S. market share of visits, Week ending September 24, 2011 Source: Experian Hitwise Facebook You. Tube 64. 9% Enter Google+ emerged as a player in the Social 19. 6% Twitter 1. 2% Yahoo! Answers 1. 0% Tagged 0. 7% Linkedin 0. 7% My. Space 0. 6% Google+ 0. 6% my. Yearbook 0. 4% i. Village 0. 4% Network and Forums category in late September, Experian Hitwise reported, a day after the site went from “invitationonly” to "open access" and became available to everyone. Opening access created a massive spike in market share of visits for the site, with a 1269% growth from the week ending September 17 to the week of September 24. The site also received nearly 15 million total US visits last week. In just one week, Google+ went from ranking as 54 th most visited site in the Social Networking and Forums category to 8 th 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 Google+ also received nearly 15 million total US visits during the week of its initial public offering, according to Experian Hitwise, not quite half of what Twitter attracted in that time. Google+ also created a decent challenge to My. Space and Linked. In, sites that received about 16 million and 18 million visits, respectively. During the invite-stage of the launch, for week ending July 16, Google+ received 1. 86 million total visits. 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 38. 4% The highest share of visits to Google+ in its first month came from those between the ages of 25 -34 and those between 26. 9% 27. 7% 18 and 34, who were more likely than 18. 6% 18. 2% the overall online population to visit. The 18. 3% 14. 9% 12. 7% 12. 2% 12. 3% audience to Google+ tends to be more affluent, over-indexing for those earning a household income of $60 k and over, , 0 00 $1 The Social Media Data Stacks 18 > $1 50 , 0 9, 99 14 -$ 00 00 0, 00 9 9 9, 99 $9 0 - $5 $6 000 $3 0, < $3 9, 00 0 0 + Ag e 55 4 e 45 -5 4 Ag Ag e 35 -4 4 -3 25 e Ag Ag e 18 -2 4 particularly $150 k and up, according to analysis from Experian Hitwise.

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 65% networking site like My. Space, Facebook or Linked. In, up almost 7% from one year ago 61% (61%), and this is about eight times the 8% who said they used social networking sites in 46% 43% 2005. 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 13% 8% about, only email (which 61% of internet users 9% access on a typical day) and search engines 2% 2005 2006 2007 2008 2009 2010 2011 (which 59% use on a typical day) are used more frequently than social networking tools. Ever Yesterday The Social Media Data Stacks 20

Females, 18 -34, Most Active on Soc. Nets U. S. Social Network Use by Age, Demographics Base: U. S. social media users, Q 3 2011 Source: The Nielsen Company Females make up the majority of visitors to social networks and blogs, and people 108 103 96 104 100 98 103 101 94 91 88 102 aged 18 -34 have the highest concentration of visitors among all age groups, according to Nielsen data. During Q 3 2011, women were 3% more likely than average to use social networkers, and 18 -to-34 -year-olds were ka The Social Media Data Stacks 21 er th O na tiv e de r la n Al as n/ an In ia n Am er ic As di a /P ac ifi c -A an ric Af Is m er ic an hi te W ni pa is 65 c + H 4 W om en ag e e 50 -6 9 -4 W om en ag e 35 -3 ag e om en ag W en om W 18 e ag en 4 17 2 - m Fe om W M al e 8% more likely than average.

55+ Users Double Mobile Visits Social Network Growth, by Age, Ethnicity % change, Q 3 2010 v. Q 3 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 Q 3 2011 76% 61% 68% 70% 67% compared to Q 3 2010, according to data from Nielsen’s “The Social 45% 44% 41% Media Report Q 3 2011. ″ That’s a jump of 109% year-over-year. 37% 16% Other demographic groups ba ck ed ix M er O th d ou n er ic Am iv e at N gr an n ia As ac k Bl ni c pa is H hi te W + e Ag -5 35 e Ag 55 4 4 -3 18 e Ag Ag e 13 -1 7 experiencing notably large growth in mobile social networking compared to Q 3 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, 91% 86% 89% 92% according to NM Incite’s “State of Social Media 87% 88% Survey, ” this is even more likely among social networkers who are parents. 78% 66% 70% 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 nonparents. Finding new friends is somewhat less popular, cited by 78% of parents and 66% of Parents Family Non-parents Find/maintain old friends contact Total. Find new friends The Social Media Data Stacks 23 non-parents.

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% 64% 59% 54% 43% 47% 45% 39% 34% 35% 13% Entertainment Creative outlet Parents Gaming Non-parents Total How-to info The Social Media Data Stacks 24 Following celebrities 17% 16% Dating

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 65% TV viewing. A high percentage of Twitter users who tweet while 50% watching a TV show discuss the 50% show they’re watching, more often than Facebook users who log in during a TV show, according to 35% 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. Twitter users I talk about the show I'm watching Facebook users I talk about something else 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 69% 68% more likely to talk about their favorite shows on Twitter and Facebook before and after the 62% show airs rather than during the show. 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). Before theusers show Twitter During the show Facebook After the usersshow The Social Media Data Stacks 26

Linked. In 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 Linked. In is a top choice for some media professionals. 92% of business journalists have a Linked. In 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 My. Space. 58% 49% 28% 18% The Social Media Data Stacks 27 15% sq u io u ar e s 14% Fo ur ic D el M y. S pa ce g D ig kr ic Fl te si lo g B Yo u. T ub e er itt Tw bo ce Fa Li nk ed In ok 20%

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 44% Advanced stone, and many companies grapple with 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 agree they have standard measurement We don't have 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 unprepared Social media 68% for the demands of social media 65% marketing, according to a study released 63% by IBM. This is second only to the 71% Growth of channel and device choices Shifting consumer demographics who are challenged by the so-called Financial constraints 59% Decreasing brand loyalty 57% Growth market opportunities 56% ROI accountability 56% Customer collaboration and influence 56% device choices (65%), shifting consumer Privacy considerations 55% demographics (63%) and financial Global outsourcing 54% constraints (59%). Regulatory considerations 50% Corporate transparency 47% marketing “data explosion. ” A large portion of CMOs also feel unprepared for growth of channel and 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% 65% 66% 73% 70% 72% outperforming and underperforming 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 being unprepared. Data explosion Social media Outperformers Growth of channel Underperformers and device choices Shifting consumer demographics 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 traffic volume generated by social 81% media, according to research from Adobe and Econsultancy. A similar 54% 53% 55% 53% also measure engagement with 55% 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% measure it. Slightly fewer marketers Volume of traffic from social media Engagement Frequency of Brand with Facebook with Twitter social media sentiment measure this Important brand page We account(s) brand mentions Engagement with Linked. In account(s) think social media traffic volume is 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: Web. Liquid and RSW/US Almost 30% of senior marketing executives 27% Communications strategy from Web. Liquid and RSW/US. 14% Media planning incorporate the information into their communications strategy, according to data 18% Customer service enhancements engaging in social media monitoring Customer service enhancements – ranging from automated search engine alerts to 13% Organic search optimization specific data queries and third-party research – followed at close to 20%. 10% Paid search optimization Other relatively popular answers include 8% Display advertising optimization 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: Web. Liquid and RSW/US Senior marketing executives in the Web. Liquid survey named Google 50. 0% Alerts as the most popular social 45. 0% media monitoring tool among survey 40. 0% 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% The Social Media Data Stacks 34 Sy nt he si o os m Sy so at dw Br an m zz Bu N ie ls M en el ch s ric et Bu r at e tw t on ' D zz 6 ia n Ra d O th r m on ito Al er ts e G oo gl er 0. 0%

Soc. Nets Ads Lag Behind Other Formats Consumer Actions by Ad Type % who reported action in past six months, August 2011 Source: Internet Advertising Bureau Action Total Video Email ad ad Search ad/ Sponsored Web/ Social Mobile Banner ad media ad ad Social media advertising prompts consumers to become a fan on a Done any action 59 41 37 28 17 Clicked on ad 45 26 22 27 23 15 7 Visited advertiser's site 38 22 19 19 17 12 8 other types of digital ads, Search for more product/service info 28 16 13 12 11 8 6 according to a study from the Became fan on a socnet 18 10 4 3 4 12 4 Internet Advertising Bureau (IAB). Went to retail location to see/purchase 17 10 7 5 5 6 5 Purchased online 16 9 7 4 4 5 4 and search ad viewers have taken Shared ad via email, Twitter, socnet 11 5 5 3 3 5 4 some type of action resulting from social media network, but otherwise performs below most For example, 41% of both video the ad in the past six months, while Sent an email, text to advertiser 9 5 4 4 3 Called advertiser for more info 8 4 4 3 3 4 3 The Social Media Data Stacks 35 on 28% of social media ad viewers were inspired to act.

How are Marketing Budgets Affected? Planned Use of SEO Marketing, Online Advertising % of respondents who are actively social media marketing, April 2011 Source: Social. Media Examiner SEO Marketing Online Advertising Social. Media Examiner found that seven in 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% 46% 8% have no plans to utilize it. Slightly less than half (46%) of social 1% 71% marketers plan on increasing their online 24% advertising efforts, with 27% having no plans to utilize online advertising. 24% will 3% Increase Decrease Stay the same No plans to utilize The Social Media Data Stacks 36 keep online advertising levels the same and 3% will decrease them.

2 in 3 Will Increase Email Marketing Planned Use of Email Marketing, Webinars % of respondents who are actively social media marketing, April 2011 Source: Social. Media Examiner Email Marketing Webinars Nearly two in three social marketers (64%) plan on increasing their email marketing 5% efforts in the near future. Some, 3% percent, plan to decrease email usage, and 5% have no plans for email. 27% will keep 27% 42% 41% its usage the same. 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 16% 1% Increase Decrease Stay the same No plans to utilize The Social Media Data Stacks 37 tools and 16% keeping their usage the same; it would seem that many businesses are not yet sold on the idea of virtual events.

Facebook: 281% Ad Spend Growth Facebook Advertising Growth % change, Q 2 2010 v. Q 2 2011 Source: Ignition. One Looking at ad growth on Facebook, spending 281% on and impressions of Facebook ads both increased dramatically between Q 2 2010 and Q 2 2011, according to Ignition. One. Facebook ad spend of all clients increased 200% 281% year-over-year in Q 2, 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% All clients 11% Same Client Spend Impressions The Social Media Data Stacks 38 11%.

CONSUMERS & SOCIAL MEDIA MARKETING

Consumers Expect Something for “Like” Consumer Expectations for Brand Liking % of Facebook users, September 2011 Source: Exact. Target Expect access to exclusive content, events or sales 58% Expect discounts or promotions through Facebook 58% six in 10 (63%) Facebook users who Expect to receive updates about the co. to the newsfeed 47% 39% Expect to share with friends, family and/or coworkers 38% Expect the name of co. to show up on my profile 37% Do not expect anything to happen 37% Expect the co. to send more relevant content based on my public profile Expect the co. to access data in my public profile Expect the co. to contact me through other channels “like” a brand or product on Facebook expect something in return. Results from “The Meaning of Like” indicate Expect the company to post updates, photos or videos to newsfeed Expect to interact with page owner (e. g. , brand, person) Eaxct. Target reports that more than that a leading 58% of Facebook likers expect both access to exclusive content, events or sales, and discounts or promotions through Facebook. Only 37% do not expect anything to happen. 36% 28% 27% 24% The Social Media Data Stacks 40

Consumers React to “Like” Marketing What Constitutes Permission to Market on Facebook? % of respondents, July 2011 Source: Exact. Target The Exact. Target survey found that the You click a Facebook Like button placed by the company elsewhere on the web 10% 42% 48% highest percentage of respondents, a rather low 15%, “always” expected a marketing initiative after liking a company at its Facebook page source, You like a comment/photo/article posted by a company on Facebook 9% 41% 50% but that dropped to 10% for a click on a “Like” button elsewhere on the web. Only 9% always expect marketing after You go to a company Facebook page and like the company 15% Always 46% Sometimes 39% Never The Social Media Data Stacks 41 logging a reaction to Facebook content.

1 in 4 Expect Weekly or Monthly Updates Marketing Contact via Social Networks % of respondents (n=2, 997) June 2011 Source: ROI Research and Performics The highest percentages of online consumers say products, services and 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% 4% 3% More than once a day Once a day Every other day Twice a week Once a week The Social Media Data Stacks 42 Twice a month Once a month or less Never 2% Other

27% of User Time is Spent on Newsfeed How Users Spend Time on Facebook % of total engagement, September 2011 Source: com. Score research found that the largest portion of U. S. users’ time spent within Facebook is on the individual’s homepage 25% which features the newsfeed. In May 2011, 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 The Social Media Data Stacks 43 All Other

4 in 10 Use Facebook for Social Sign-in Preferences across Web % of users, Q 2 2011 Source: Janrain Social sign-in is another growing activity among 5% social media users. SSI allows users to sign Facebook 5% 8% into a restricted access site using existing signin data, rather than having to create a new Google 39% account. Yahoo About four in 10 (39%) users of the Janrain 12% Engage social connection service used Twitter Facebook for social sign-in (SSI) during Q 2 Windows Live 2011. This was 30% more than the 30% of users who used number two SSI site Google. 30% Other (AOL, Linked. In, Pay. Pal) 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 com. Score analysis, Facebook and Twitter brands have developed a growing mobile audience. On average, 50. 9% slightly more than half of U. S. smartphone owners (50. 9%) and 31. 7% of European smartphone owners accessed Facebook on their device in the three-month period ending 31. 7% June 2011. Meanwhile, Twitter reached 12. 5% of the smartphone audience in the US and 7. 4% of 12. 5% 7. 4% Facebook U. S. smartphone users Twitter European smartphone users The Social Media Data Stacks 45 the European smartphone audience.

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 found that 80% of US social 6% 3% network users preferred to connect 5% with brands through Facebook. 6% 80% Facebook Twitter Linked. In Other Don't know The Social Media Data Stacks 46 This dwarfs all other social media networks, with Twitter in a tie with “Don’t Know” for a very distant second place, at 6% of users.

Soc. Net Users Want Deals, Discussion Social Media Use for Products/Services Information % of respondents, October 2011 Source: NM Incite found that social network 71% Read consumer feedback 64% users see the platforms as a useful shopping and research tool, and participate with the desire to view and 64% Learn about products 59% 64% Get coupons/promos 56% contribute to reviews of products and services. 68% of social media users (71% of parents and 64% of nonparents) go to social networking sites to read product reviews and more than 59% Give positive feedback 52% 57% Give negative feedback 49% Parents half use these sites to provide product feedback, both positive and negative. Getting coupons is also popular, with 58% overall usage (64% of parents and 56% of non-parents). 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, Power. Reviews About six in 10 (59%) online shoppers say User-generated product reviews 59% Online customer Q&A on product website User-generated videos have a significant or good impact on their 42% Community forums (conversations between customers) user-generated customer product reviews buying behavior, according to the e-tailing group and Power. Reviews. 26% Community forums influence 26% of shoppers. 15% The social media sites, altogether, influence Facebook company fan pages 13% Facebook newsfeed (friends talking about products) 13% Mobile (i. Phone app, text alerts) 9% Twitter (monitor, respond to, and post tweets) 9% the buying behavior of 35% of online shoppers: Facebook fan pages affect 13% of online shoppers; the Facebook newsfeed influences another 13% and Twitter, another 9%. The Social Media Data Stacks 48

On Average, 29% Seek Purchase Advice Social Networks as a Source of Purchasing Advice % of respondents who sought advice, June 2011 Source: ROI Research and Performics Social networks are a resource, with an average of 29% of consumers 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% 39% N on -a lc oh ol br od Fo 19% 17% ic be Al v. co ho lic be v. ds 21% an pa r t Ap nm ai rt te 22% el 23% en s er sp En ew N s/ ne az i ag M 49 ap la t re s- Sp H The Social Media Data Stacks 24% ed an t ur 25% or t d ol ou s eh 26% ta pr ns l. I na at io uc Ed 28% od. t. re ca al on rs 28% Re s 30% el av Tr Pe om 31% H ea 33% to 33% m . le c Te ha lth ca re /P ia l nc rm . Sr vs s ic tr on na Fi El ec Ap pl ia nc es 34% Au 42%

Active Soc. Net Users Take It Offline Lifestyle Habits of Active Social Network Users % of total, compared to average internet users, Q 3 2011 Source: The Nielsen Company More likely to be heavy spenders on music 75% Already follow a brand 53% More like to be heavy spenders on clothing, accessories 47% More likely to go on a date 45% Active social network users, according to Nielsen, are 75% more likely to spend heavily on music and 47% more likely to heavily spend on clothing, shoes and accessories. They are 45% more likely to go on a date. Other areas where heavy social network users show more likelihood More likely to give opinion about TV programs 33% Already follow a celebrity 32% of participating include giving opinions on TV programs (33%), giving opinions on politics and current events (26%), attending More likely to give opinion on politics, current events 26% More likely to attend a pro sports event 19% More likely to work out at a club 18% professional sporting events (19%) and working out at a gym or health club (18%). The Social Media Data Stacks 50

Sports, Education Lead Discussions Product Discussion via Social Networks % of respondents who had discussion in vertical June 2011 Source: ROI Research and Performics The ROI research survey asked consumers about their discussions 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 79% entertainment (74%), automotive (67%) and electronics (63%). 79% 74% 67% 63% 57% 57% 48% 47% 46% 45% 43% 41% ia l nc Fi na ap sp ew N The Social Media Data Stacks 51 31% 27% Sr Al vs co. ho lic be v. Ap pa re l Ap H ea pl ia lth nc ca e re /P ha Pe rm rs. on al H ou ca se re ho N l on d pr -a od lc oh. ol ic be v. d Fo o s ag er s/ M ra au st Re le c om nt s m el av Te Tr tr on ic s to El ec Au En te rt ai nm en ed la t t. or t s- re l. I ns na Sp at io Ed uc t 32%

Data Partners Our data sources for “The Social Media Data Stacks” are: ACSI / Foresee Results Adobe and Econsultancy Altimeter Group Arketi Web Watch etailing group and Power. Reviews Exact. Target IBM Ignition. One Internet Advertising Bureau Janrain The Nielsen Company NM Incite Pew Internet & American Life Project ROI Research and Performics Social. Media Examiner TVGuide. com Web. Liquid and RSW/US At Marketing. Charts, 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 Marketing. Charts. com that are also featured in this report: Marketing. Charts. 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. 53