NielsenFacebookValueofSocialMediaImpressions

NielsenFacebookValueofSocialMediaImpressions - Advertising...

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Advertising Effectiveness: Understanding the Value of a Social Media Impression APRIL 2010 INSIDE: ̐# How social networking and consumer engagement have changed how brand marketing works ̐# An approach for understanding the value of earned and paid impressions in a social context ̐# How creating a Facebook fan base can drive social advocacy within paid media, thus increasing its effectiveness ̐# Data and insights that directly measure the effectiveness and reach of paid media, paid media with social advocacy, and earned media
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With the advent of social media, consumer conversations about and with a brand have become more measurable. Marketers are seeking to better understand this new form of engagement with their brand This engagement—also known as “earned media”—can be measured with the same metrics as traditional paid media: lifts in brand awareness, message awareness, and purchase intent New analysis from Nielsen and Facebook that directly measures the effectiveness and reach of paid versus earned media shows that the two are linked and complementary In a social media context, earned media is highly effective, but often has limited reach and can be highly variable between campaigns “Social ads” that contain social advocacy are a lightweight form of endorsement on ads, and can drive increased brand lift while delivering reach on a similar scale as paid campaigns These insights provide an understanding of the various components of value of a social media campaign (paid impressions, paid with social advocacy, and earned media) The data and insights in this report are compiled from a range of Nielsen and Facebook resources. Please source all data in this report accordingly. For more information about Nielsen, visit www.nielsen.com , or Facebook, visit www.facebook.com . ABOUT THIS REPORT Authors: Jon Gibs, Vice President of Media Analytics, The Nielsen Company Sean Bruich, Measurement Research, Facebook, Inc. © 2010, The Nielsen Company
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P 3 © 2010, The Nielsen Company EXECUTIVE SUMMARY The emergence of social media has supercharged an age-old consumer activity: chatting about favorite things like books, cars, cell phones, and babies. This established consumer behavior, now enabled by new platforms, is driving a potentially fundamental change in the way brand marketing works. Marketers are moving from a broadcast-based marketing relationship with consumers to a relationship that more explicitly considers how traditional paid media drives “earned media”—where consumers directly engage with the marketing messages and pass them along to their friends. The Web-based aspect of this engagement has also made it much more measurable, which has inspired new ideas and research on the relationship between “paid” and “earned” media and their respective impact on brand perceptions. Nielsen and Facebook have heard from countless brand marketer
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NielsenFacebookValueofSocialMediaImpressions - Advertising...

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