- November 8, 2012

Power of Like CPG

With 1 in every 8 online CPG ads socially-enabled, marketers see value in social media marketing, but still struggle to actually quantify that value. In The Power of Like and The Power of Like 2 whitepapers, Comscore explores how to measure reach and consumer engagement on social networks.

In The Power of Like: How CPG Brands Can Quantify the Value and Impact of Their Social Marketing Programs, VP of Industry Analysis Andrew Lipsman and Director of CPG Marketing Solutions Neal Niemiec discuss how CPG brand marketers can quantify their Paid, Owned and Earned Media on Facebook using familiar metrics like audience size, demographics, reach/frequency and GRPs with Comscore Social Essentials.

Some insights reviewed in this presentation:

  • Leading brands reach an average of 1 other person for every fan reached through earned media
  • Starbucks earned media impressions drove 38% lift in in-store purchase behavior
  • 40% of time on Facebook is spent on the newsfeed while only 12% is spent on profile and brand pages
  • Paid, earned, and owned media are intertwined and combine to help brands maximize impact