ComScore Analytics of Social Marketing Effectiveness on Facebook
ComScore new analysis shows how Facebook advertising and earned media influence purchases online and in real stores.
ComScore issued a new report The Power of Like 2: How Social Marketing Works. Actually, this is the second study in a row, and more to follow, as the topic of social marketing campaigns on Facebook and their effectiveness measurements is really huge.
This time the white paper of the Internet marketing research company is focused almost entirely on so-called free methods. Earned media, the posts, “likes,” and shares of content both by brands and users are deeply analysed, of course, with ads but paying less attention to. But the division is quite vague as some ads, say Sponsored Stories, can be either brand ads, informing that a friend likes the brand, or actually represent users' posts and are more widely spread as they are paid by the brands for.
Whatever ways prevail in a brand strategy, “Facebook fans had significantly higher percentages of purchasing,” said Andrew Lipsman, comScore’s VP of industry analysis, in an interview to Forbes. “It proves Facebook earned media and advertising are driving purchase behavior.”
Paid and earned methods are having long-lasting effects on people even though they might not click the ad immediately. The statement about the impact of Facebook actions is supported by numbers. Of three most vivid examples one shows Facebook ads influence, and two other reflect earned media one.
Two companies, Starbucks and Target, reported about purchases hike online and in real stores after brand fans and their friends had got earned media posts (38% and 21% respectively).
The third, unnamed retailer, has revealed 56% more of online purchases and 16% more of actual store purchases.
Facebook Boasts Its Effectiveness
Please note, that comScore has announced about the series of research. Being one of the company's clients, Facebook is likely to inundate the marketing world with numerous studies proving its advertising effectiveness.
That is why a social network service openly declares about the results of approximately 60 campaigns conducted by Nutella/Ferrero, Best Western, Applebee’s, etc. The average ROI is high, 70% of the campaigns have received a 3-to-1 return and 49% have got a 5-to-1 return.