©2012 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks ofExperian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public.
Connecting and Engaging Customers Through Social Media
John Fetto, Senior Marketing Manager
Mark Fauntleroy, Strategy & Innovation Manager
2©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
State of Social Media
Brand Preferences of Social Media Users
Marketers React
Case Studies and Best Practices
The Future of Social Media Measurement
Agenda
3©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Annual Trend report from Experian Marketing Services analyzing trends in email, search, social, mobile and cross-channel marketing
Leverages insights from across Experian Marketing Services
Download the full report at:
On Twitter Follow:
2012 Digital Marketer: Benchmark and Trend Report
Experian.com/DigitalMarketer2012
@ExperianMkt or #EMS2012
4©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
State of Social
5©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Nine-in-ten online adults or 133 million adults use social media in a given month
The Rise in Social Media
Any
Social Networking
Photo or Video Sharing
Online Forums/Message boards
Professional Networking
Social Tagging/Bookmarking
Location-Based Social
0% 20% 40% 60% 80% 100%
90%
75%
68%
20%
14%
11%
19%
83%
66%
56%
27%
12%
12%
45%
20%
25%
13%
7%
4%
2007
2009
2011
Source: Experian Simmons
6©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
97% of online young adults use social media monthly as do 75% of those 65+
Social Media Reaches All Generations
18 to 24
24 to 34
35 to 44
45 to 54
55 to 64
65+
97%
94%
93%
89%
84%
75%
98%
96%
89%
79%
66%
58%
72%
54%
47%
35%
32%
25%
2007
2009
2011
Source: Experian Simmons
7©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Consumers are increasingly following companies and interest groups on social media.
Hispanic consumers are even more likely to be influenced by social media ads and to use social media to interact with brands.
Consumers Interact with Brands on Social Media
I have shown support for a group on a social networking site
I search social networking sites for information before making a purchase
I find ads on social networking sites useful
I share comments on products and services on social networking sites
I share opinions on programming on social network sites while watching TV
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
84%
24%
34%
25%
36%
76%
20%
18%
24%
22%
Non-Hispanic Hispanic
Source: Experian Simmons
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Brand Preferences of Social Media Users
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While entertainment and other social sites get the bulk of downstream traffic from social networking sites search and shopping sites get almost a quarter of traffic.
Search and shopping sites get 22% of downstream traffic from social sites
Entertainment 21%
Social Networking and Forums 19%
Search Engines 14%
Shopping and classi-fieds 8%
Email services 6%
News and Media 5%
Portal Frontpages 4%
Reference 2%
Banks 2%
Software 2%
Social Networking and Forum
Sites
Source: Experian Hitwise
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Versus the average adult, these brands score well among social media users
Brand preferences of Social Media users
Source: Experian Simmons/Experian Hitwise
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Versus the average adult, professional networking site users patron these brands
Brand preferences of Professional Networking users
Source: Experian Simmons/Experian Hitwise
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Versus the average adult, photo sharing site users patron these brands
Brand preferences of Photo Sharing site users
Source: Experian Simmons/Experian Hitwise
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Versus the average adult, video streaming site users patron these brands
Brand preferences of Video Streaming site users
Source: Experian Simmons/Experian Hitwise
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Pinterest is now the #3 Social Networking Site, ahead of LinkedIn and Google+
Welcome, Pinterest!
Site Monthly visits
Facebook 7 billion
Twitter 182 million
Pinterest 104 million
LinkedIn 86 million
Tagged 72 million
Google+ 61 million
Source: Experian Hitwise
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Top indexing brands among likely Pinterest users
Brand Preferences of Pinterest Users
Index: 310 Index: 297 Index: 244 Index: 242
Source: Experian Simmons/Experian Hitwise
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Marketers React
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0%
10%
20%
30%
40%
50%
60%
19%
46%
24%
15%
23%
55%
14%8%8%
31%
7% 6%
Mobile marketing Social Media Both
Only 8% of marketers told Experian Marketing Services that Social Media marketing isn’t even on their radar. 78% are actively leveraging it.
Adoption of Mobile and Social Media Marketing
Source: Experian Marketing Services
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53% of marketers told Experian Marketing Services they plan to pilot or increase social advertising in 2012. Nine percent plan social gaming programs.
2012 Digital Marketing Tactics
Source: Experian Marketing Services
0%
10%
20%
30%
40%
50%
60%
70%
9%
25% 26%
37%40%
47%53%
61%
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Case Studies and Best Practices
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Case Study: Ask Questions and “Share” Answers
Horchow uses social media feedback in email and creates campaigns build around word-of-mouth
Subject link: Facebook favorites: Our fans speak out
Customer comments from Facebook included in the email template
Encourages email and social media interaction
Twenty-six percent lift in open rate
Source: Experian CheetahMail
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Case Study: Share Social Links with Friends
Rent the Runway prompts subscribers to include a referral code in their Facebook status updates to promote the brand
Offer of $20 off for every friend who rents
Email includes links to Facebook, Twitter and RSS feeds
A simple way to give the campaign a social presence
Source: Experian CheetahMail
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Acquire Fans, Engage Fans, Drive Traffic to Website
Tip: Drive Website Visits From Fans
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Consumer Goods has the highest conversion in 2011, followed by Retail.
Facebook Ad Conversion by Industry
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The Guardian drives Website traffic with a social reader engagement application
Guardian’s Facebook app:
► Launched in September 2011
► Installed by 4 million+ users
► Daily page impressions up by almost 1 million…per DAY
► Reaching a younger audience
Case Study: The Guardian
Source: Experian CheetahMail
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Vast customer data can be accessed by marketers who get permission
Basic information:
► Demographics
► Interests
Relationship Information:
► User profile
► Friends
► Friends’ profiles
Activity Information:
► User influence and Facebook activity
Facebook Data: Customer Insights
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The Future of Social Measurement:Simmons Connect
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The Future of Social
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Amazing facts about mobileDid you know?
$6 BIn iPad sales Q3 FY11
x2iPad sales were twice the size of
Dell’s entire consumer PC business
5-6Years until 100 billion apps are
downloaded (2014)
3-4Years until 100 billion apps are
downloaded (2012)
46Years for McDonald’s to sell 100
billion burgers
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Simmons ConnectSM
Addressing the challenges
• Brands• Lifestyles
• 60,000 insights
• Profiling• Planning• Strategy
• Activities• Time spent
• Reach
• 11 platforms• Traditional • Digital & mobile
Coverage Consistency
TargetingTools
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Simmons ConnectConsumer centric cross-platform measurement
National Consumer
StudyDigital Panel
Simmons Connect
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Integration of Survey and Mobile Transactional Data
Survey Measures Digital transactional insight
Platforms/devices (11)
• Television
• Radio
• Print (newspapers & magazines)
• Internet (home & work)
• Mobile (phones & tablets)
• E-readers
• Game consoles
• Personal audio (MP3) players
Reach (1-day, 7-days, 30-days)
Time spent by platform (7-day average)
Activity usage (various by device)
Mobile (phones and tablets)
• Device profiles (device type, OS, etc.)
• Activity usage (text, e-mail, talk, etc.)
• App usage by categories and titles*
• Web browsing categories and top sites*
• Top search usage categories*
PC-based Internet usage at home
• Web browsing categories and top sites*
• Top search usage categories*
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Voice (n
on-VO
IP)
Mess
aging
Browse
r
Social N
etwork
ing
Appstore
Gam
ing/E
nterta
inm
ent
Camera
Search A
pp
Music
(on d
evice)
News + In
form
ation
Video O
nline
Music
Onlin
e
Video (o
n devic
e)0%
10%
20%
30%
40%
50%
60%
70%62%
51%47% 45%
38%
23%18% 18% 18% 15%
9% 8% 6% 4%
% D
aily
Re
ac
hDaily Average Reach by Application
On mobile phones, Social Networking apps are used by nearly as many people during a typical day than email.
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Socia
l Net
workin
g
Emai
l
Voice
(non
-VOIP
)
Mus
ic (o
n de
vice)
Mes
sagi
ng
Browse
r
Gamin
g/Ent
erta
inm
ent
News +
Info
rmat
ion
Mus
ic Onl
ine
Video
(on
devic
e)
Searc
h App
Appsto
re
Video
Onl
ine
Camer
a0
2
4
6
8
10
12
14
16
18
2017.7
13.6
10.3
7.86.8 6.4 5.9 5.6 5 4.3
3.4 2.8 2.7 2.4
Me
an
Tim
es
La
un
ch
ed
Pe
r D
ay
Average Daily Frequency of App Launch*
*App must have launched one or more times that day
Among those who use them, Social Networking mobile apps are launched more frequently than email.
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Social N
etwork
ing
Mess
aging
Gam
ing/E
nterta
inm
ent
Music
(on d
evice)
Voice (n
on-VO
IP)
Browse
r
Video (o
n devic
e)
News + In
form
ation
Music
Onlin
e
Video O
nline
Camera
Appstore
Search A
pp0
5
10
15
20
25
30
35
40
33.6
28.6
22.3 21.3 21.1 20.3
15.813.4 12.9 11.7
6.44.5 3.7
0.9Me
an
To
tal M
inu
tes
Pe
r D
ay
Pe
r A
pp
lica
tio
n
*App must have launched one or more times that day
Average Daily Time Spent per Application*
The typical mobile Social Networking app user spends 33.6 minutes actively using the app daily. Over 10 minutes longer than email apps are used.
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Social Media Profile
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Our color paletteRGB values
Logo colors Optional secondary accent colors
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R237, G25, B81 R56, G124, B44 R122, G133, B77
R0, G149, B218 R71, G123, B132Text / line colors
R190, G136, B81R47, G47, B47 R220, G220, B220