These are slides from Beyond's Science of Sharing talk at Internet World London 2012. For more information go here: http://bynd.com/

2. About Marketing Agency
Digital Us
Using insight and analytics,
we create digital experiences
people want to share.
© Copyright 2012 Beyond. All rights reserved. Private and Confidential

3. the current state of sharing
100 million 90 million
monthly active Twitter users total Google + users *
SOURCE: thenextweb.com
* Monthly active Google+ users
SOURCE: The Wall Street Journal not publicly available
Facebook made up 52.1% of all sharing online in 2011, though
Twitter and Tumblr grew their volume of shares by 576.9% and
845 million monthly active users on 1299.5% respectively
Facebook, more than half of which login
every single day SOURCE: thenextweb.com
SOURCE: Facebook Newsroom
Sharing via mobile devices grew
6X in 2011
SOURCE: thenextweb.com

4. Sharing is at the heart of the consumer journey
Consideration Action/
Share of search; Purchase
brand evaluation Conversion;
attributes Traffic
Pre Purchase Enjoy
Awareness User
Share of conversations
conversation on product
performance
Advocate Bond
Recommendation Engagement
post Purchase

5. Title Goes Here...
the uk social Consumer
consumer
How has social media changed the way consumers make
purchase decisions? We asked 1,500 UK and 1,500 US
consumers in two surveys what most influenced them
online, as well as how and why they influenced others.
What we found was that consumer recommendations
are an increasingly influential part of the conversation.

6. uk high sharers are 3x more likely to
recommend a product
YOUNGER OLDER
RESEARCH RESEARCH
LOW HIGH
INVOLVEMENT INVOLVEMENT
PRODUCTS PRODUCTS
RECOMMEND
PRODUCTS
HIGH
vs LOW
CARE MORE
ABOUT QUALITY
THAN BRAND
IMAGE
SHARERS SHARERS
more likely to...
20% OF ONLINE CONSUMERS 80% OF ONLINE CONSUMERS
OPEN TO
BRAND LOYAL CHANGE
BRANDS
OWN
MORE LIKELY
MULTIPLE
TO PURCHASE
INTERNET
RESEARCHED
DEVICES
PRODUCTS

7. comparing the uk & us social consumers
40% vs 53% 47% vs 33% 43% vs 31%
UK Usa UK Usa UK Usa
have interacted with a wrote a product prompted to purchase
brand using Facebook review online after online interaction

8. Low vs High involvement products
HIGH LOW
LESS FREQUENTLY PURCHASED
MORE COMPLEX
EXPENSIVE IN NATURE
vs BOUGHT MORE FREQUENTLY
LESS COSTLY
USUALLY BOUGHT WITH A
MINIMUM AMOUNT OF THOUGHT
REQUIRING MORE TIME AND AND EFFORT
EFFORT IN THE RESEARCH PHASE

9. What Influences THE Social Consumer?
Ra#ngs'and'review'(Amazon)'' Search'results'
Facebook'friends' News'ar#cles'
Twi@er' Blog'posts'
YouTube'or'Vimeo'Videos'
EARNED CHANNELS OWNED CHANNELS SEARCH CHANNELS
Informa#on'on'a'product'or'brand'website' EARNED
Talking'with'friends'or'family'
HIGH
RATINGS AND REVIEW SITES
NEWS ARTICLES
WORD OF MOUTH
BLOG POSTS
CHANNEL INFLUENCE
OWNED
BRAND WEBSITE
TWITTER
FACEBOOK
YOUTUBE VIDEOS
SEARCH
Automotive
Products
Beauty
Cookware
Fashion
Improvement
Music/Films
Personal
Travel
Appliances
Restaurants
Electronics
Finance
Kitchen
Baby
BABY BEAUTY ELECTRONICS MUSIC PERSONAL RESTAURANTS TRAVEL
PAID SEARCH
Home
FINANCE
ORGANIC SEARCH

10. THE 7 TYPES OF SOCIAL SHARER
ALTRUISTS SELECTIVES PASSIONATES CONNECTORS TRENDSPOTTERS PROVOCATEURS CAREERISTS
share because share because share because share to share because share because share because
they want it’s relevant they share inspire it shows others they want it helps them
to help to a friend a passion with socializing they are on top a reaction in business
someone else with friends of what’s new
39.6% 26.1% 16.7% 7.9% 5.6% 2.6% 2.5%
of the UK’s of the UK’s of the UK’s of the UK’s of the UK’s of the UK’s of the UK’s
social sharers social sharers social sharers social sharers social sharers social sharers social sharers

11. WHERE THEY SHARE
ALTRUISTS SELECTIVES PASSIONATES CONNECTORS TRENDSPOTTERS PROVOCATEURS CAREERISTS
YOUTUBE
WORDPRESS/
BLOGGER
TWITTER
LINKEDIN
FOURSQUARE
FLICKR
FACEBOOK
EMAIL
DELICIOUS
CUSTOMER
REVIEW

12. Actions Taken after ONLINE inTERACTION
PROMPTED
TO PURCHASE
43% uk
PROMPTED
31% usa TO RECOMMEND
20% uk
20% usa
CHANGED
IMPRESSION
4% uk
3% usa
INCREASED
AWARENESS
8% usa
6% uk
9%
ENCOURAGED
TO VISIT
uk
OPEN 9% usa TAKE NO
ACTION
26% usa
15% uk
ENCOURAGED
TO CONTACT
3% uk
3% usa

14. facebook sharing
rate of activity on facebook
rate of activity on facebook usage
frequency
of logins
sharing
Data is based on per-user activity, not aggregate volumes
less than 3-6 6-12 1-2 2+
3 months months months years years
Age of Facebook account
According to Facebook, only 16% of fans see organic posts

15. frictionless sharing (Automatic sharing)
Frictionless sharing is here to stay, but it will need to get much, much better. Ultimately, just about everything we do in a
67%
day will have the capacity to be shared online, but with accuracy and without needing to actively think about it.
of people have done at least one of the
following things:
listened to a song that
read an automatically
was automatically shared allowed an application
shared article (online
(spotify, etc) to post automatically to
61 %
reader)
of people are annoyed by their profile
applications

16. FUTURE SHARING ACTIVITIES
Offline social experiences will be brought online, growing the volume of shared content focused on
daily achievements and personal milestones.
WHAT WILL PEOPLE SHARE IN THE FUTURE?
43%
30% 28% 27%
PERSONAL TRAVEL PLANS TICKET CHARITABLE
MILESTONES PURCHASES DONATIONS
The percentages above reflect the proportion of people who indicated their
preference to share these activities.

17. segmenting friends
Segmenting your social networks into disparate
friend groups to selectively share content (ie. the
Google+ model) is likely to catch on – but needs to
be simple to manage for users
only40% of people have created
subgroups to selectively share posts
62% said that that the idea
appeals to them

18. THANK YOU
Nils Mork-Ulnes Judith Lewis
Head of Analytics Head of Search
+44 (0)207 908 6557 +44 (0)20 7908 6573
+44 (0)771 307 7994 +44 (0)79 7416 1212
nils@bynd.com judith@bynd.com
@nilsmu @judithlewis