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Co
pyri
gh
t 2
01
1 N
M I
nci
te.
Co
nfi
de
nti
al a
nd
pro
pri
eta
ry.
Mil
lio
ns
of
Co
nsu
me
rs a
re T
alk
ing
–
Are
Yo
u L
iste
nin
g?
PA
NA
GM
M
Oct
ob
er
27
, 2
01
1
Co
pyri
gh
t 2
01
1 N
M I
nci
te.
Co
nfi
de
nti
al a
nd
pro
pri
eta
ry.
1
PA
IDO
WN
ED
Ex
am
ple
Ta
ctic
s
Mo
re a
nd
mo
re c
om
pa
nie
s a
re l
oo
kin
g a
t a
ll o
f th
eir
me
dia
act
ivit
y i
n a
mo
re h
oli
stic
fa
shio
n (
PO
EM
).
Bra
nd
a
nd
Mfg
.
We
b S
ite
s, B
ran
d
too
ls (
i.e
. T
ide
Sta
in B
rain
) ,
an
d
CR
M e
ffo
rts
Co
nsu
me
r ra
tin
gs
an
d r
ev
iew
s.
On
lin
e
con
ve
rsa
tio
ns
on
d
iscu
ssio
n b
oa
rds
an
d b
log
s.
Org
an
ic s
ea
rch
a
nd
tra
dit
ion
al
(off
lin
e)
WO
M
Me
ssa
gin
g c
arr
ied
ou
t
voluntarily
by
co
nsu
me
rs
on
be
ha
lf o
f th
e b
ran
d
EA
RN
ED
Co
pyri
gh
t 2
01
1 N
M I
nci
te.
Co
nfi
de
nti
al a
nd
pro
pri
eta
ry.
2
Mis
sio
n:
He
lp o
ur
clie
nts
win
in
so
cia
l m
ed
ia b
y w
ea
vin
g
soci
al
inte
llig
en
ce i
nto
th
e f
ab
ric
of
the
ir b
usi
ne
sse
s.
Co
pyri
gh
t 2
01
1 N
M I
nci
te.
Co
nfi
de
nti
al a
nd
pro
pri
eta
ry.
3
Glo
ba
l F
oo
tpri
nt
US
A
Ca
na
da
Me
xic
o
Au
stra
lia
Bra
zil
Arg
en
tin
a
UK
Ge
rma
ny
Ita
ly
Fra
nce
Sp
ain
Ch
ina
Ind
iaK
ore
aJa
pa
n
Sa
ud
i A
rab
ia
So
uth
Afr
ica
Ba
hra
in
Eg
yp
t
Un
ite
d A
rab
Em
ira
tes
Om
an
Qa
tar
Ku
wa
it
NM
In
cite
co
ve
rs
31
ma
rke
ts a
cro
ss
15
la
ng
ua
ge
s
Po
lan
d
Vie
tna
mT
ha
ila
nd
Ind
on
esi
a
Ph
ilip
pin
es
Ma
lay
sia
Sin
ga
po
re
Ne
w Z
ea
lan
d
Co
pyri
gh
t 2
01
1 N
M I
nci
te.
Co
nfi
de
nti
al a
nd
pro
pri
eta
ry.
4
So
cia
l m
ed
ia i
s th
e f
ast
est
gro
win
g m
ed
ia i
n h
isto
ry –
tod
ay
ov
er
3 i
n 5
in
tern
et
use
rs e
ng
ag
e i
n s
oci
al
me
dia
…
No
te:
1)
Ba
sed
on
re
spo
nse
to
th
e q
ue
stio
n:
Ev
er
use
d o
nli
ne
so
cia
l o
r p
rofe
ssio
na
l n
etw
ork
ing
sit
es
lik
e F
rie
nd
ste
r o
r Li
nk
ed
In?
(n
=1
,75
6)
SO
UR
CE
: P
ew
In
tern
et
& A
me
rica
n L
ife
Pro
ject
; N
etV
iew
& @
Pla
n D
ata
; N
iels
en
Q1
20
10
Co
nsu
me
r C
on
fid
en
ce S
urv
ey
; N
M I
nci
te,
20
10
Sta
te o
f S
oci
al
Me
dia
20
10
20
08
So
cia
l M
ed
ia U
se1
% A
ll I
nte
rne
t U
sers
+1
10
%U
sers
av
era
ge
55
min
ute
s o
n
Fa
ceb
oo
k e
ve
ry
da
y
Fa
ceb
oo
k G
row
th
Mo
nth
ly M
inu
tes
Sp
en
t o
n S
ite
Wo
rld
wid
e (
Mil
lio
ns)
20
04
20
11
Co
pyri
gh
t 2
01
1 N
M I
nci
te.
Co
nfi
de
nti
al a
nd
pro
pri
eta
ry.
5
…la
rge
ly d
riv
en
by
re
al
wo
rld
co
nn
ect
ion
s a
nd
th
e d
esi
re t
o
vie
w a
nd
co
ntr
ibu
te t
o r
ev
iew
s o
f p
rod
uct
s a
nd
se
rvic
es
SO
UR
CE
: N
M I
nci
te –
Th
e S
tate
of
So
cia
l M
ed
ia S
urv
ey
, 2
01
1S
OU
RC
E:
NM
In
cite
–T
he
Sta
te o
f S
oci
al
Me
dia
Su
rve
y,
20
11
Co
pyri
gh
t 2
01
1 N
M I
nci
te.
Co
nfi
de
nti
al a
nd
pro
pri
eta
ry.
6
Th
is m
att
ers
to
co
nsu
me
r b
ran
ds
be
cau
se e
xp
osu
re t
o
bu
zz d
riv
es
pu
rch
ase
in
ten
t
SO
UR
CE
: N
M I
nci
te p
rop
rie
tary
re
sea
rch
; M
cKin
sey
Wo
rd-o
f-m
ou
th i
s
the
pri
ma
ry f
act
or
be
hin
d 2
0-
50
% o
f a
ll
pu
rch
asi
ng
de
cisi
on
s
Co
pyri
gh
t 2
01
1 N
M I
nci
te.
Co
nfi
de
nti
al a
nd
pro
pri
eta
ry.
7
Th
e r
ea
ch o
f so
cia
l m
ed
ia m
ag
nif
ies
its
imp
act
SO
UR
CE
: N
M I
nci
teS
OU
RC
E:
NM
In
cite
Co
pyri
gh
t 2
01
1 N
M I
nci
te.
Co
nfi
de
nti
al a
nd
pro
pri
eta
ry.
8
Bu
sin
ess
es
are
le
arn
ing
ab
ou
t th
e p
eri
ls a
nd
pro
mis
e o
f
soci
al
me
dia
…
Co
pyri
gh
t 2
01
1 N
M I
nci
te.
Co
nfi
de
nti
al a
nd
pro
pri
eta
ry.
9
…a
nd
re
cog
niz
ing
th
at
the
re i
s a
gre
at
op
po
rtu
nit
y t
o t
ak
e
soci
al
acr
oss
th
e e
nte
rpri
se
Co
pyri
gh
t 2
01
1 N
M I
nci
te.
Co
nfi
de
nti
al a
nd
pro
pri
eta
ry.
10
So
cia
l m
ed
ia p
rov
ide
s u
niq
ue
in
sig
hts
…
SO
UR
CE
: N
M I
nci
teS
OU
RC
E:
NM
In
cite
Co
pyri
gh
t 2
01
1 N
M I
nci
te.
Co
nfi
de
nti
al a
nd
pro
pri
eta
ry.
11
…a
nd
ca
n d
riv
e l
oy
alt
y,
ad
vo
cacy
an
d s
ale
s
No
te:1
) Se
lf‐r
ep
ort
ed
an
nu
al sp
en
d (
n=
4,0
00
)
SO
UR
CE
S:
NM
In
cite
; Sy
nca
pse
; Fa
ceb
oo
k
No
te:1
) Se
lf‐r
ep
ort
ed
an
nu
al sp
en
d (
n=
4,0
00
)
SO
UR
CE
S:
NM
In
cite
; Sy
nca
pse
; Fa
ceb
oo
k
Co
pyri
gh
t 2
01
1 N
M I
nci
te.
Co
nfi
de
nti
al a
nd
pro
pri
eta
ry.
12
Ex
ecu
tiv
es
are
ask
ing
…
Is t
he
re a
50
-10
0M
op
po
rtu
nit
y f
or
us
in S
oci
al?
Big
op
po
rtu
nit
y
We
ha
ve
a m
illi
on
th
ing
s g
oin
g o
n i
n S
oci
al.
Ho
w d
oe
s it
all
fit
? A
re w
e d
oin
g t
he
rig
ht
thin
gs?
Are
we
do
ing
th
ing
s
the
rig
ht
wa
y?
Ra
tio
na
l,
ho
list
ic v
iew
Ho
w d
oe
s R
OI
on
So
cia
l co
mp
are
wit
h t
rad
itio
na
l/p
aid
me
dia
? D
oe
s S
oci
al
act
ua
lly
dri
ve
sa
les?
Wh
at
are
th
e
me
tric
s w
e s
ho
uld
ca
re a
bo
ut
at
the
se
nio
r le
ve
l?
Fit
wit
h
pa
id m
ed
ia
Wh
ere
sh
ou
ld w
e e
ng
ag
e a
nd
wh
ere
sh
ou
ld w
e j
ust
lis
ten
?
Wh
o s
ho
uld
be
all
ow
ed
to
en
ga
ge
? H
ow
do
we
em
po
we
r
the
m?
Ho
w d
o w
e p
rev
en
t a
fre
e-f
or-
all
?
“Lis
ten
”v
s.
“en
ga
ge
”
We
he
ar
som
e c
om
pa
nie
s sh
ifte
d l
arg
e b
ud
ge
t fr
om
tra
dit
ion
al
to s
oci
al
an
d l
ost
ma
rke
t sh
are
. H
ow
do
we
av
oid
th
at?
Av
oid
co
stly
mis
tak
es
?? ?? ?? ?? ??
Co
pyri
gh
t 2
01
1 N
M I
nci
te.
Co
nfi
de
nti
al a
nd
pro
pri
eta
ry.
13
Ga
in c
om
pe
titi
ve
ad
va
nta
ge
th
rou
gh
soci
al
me
dia
in
tell
ige
nce
Co
pyri
gh
t 2
01
1 N
M I
nci
te.
Co
nfi
de
nti
al a
nd
pro
pri
eta
ry.
14
Bu
zzM
etr
ics
Ca
se S
tud
ies
–F
MC
G &
Se
rvic
eB
uzz
Me
tric
s C
ase
Stu
die
s –
FM
CG
& S
erv
ice
Co
pyri
gh
t 2
01
1 N
M I
nci
te.
Co
nfi
de
nti
al a
nd
pro
pri
eta
ry.
15
37
%
29
%
11
%
6%
6%
4%
4%
2%
Pa
ren
tin
g
Be
au
ty/F
ash
ion
Ge
ne
ral I
nte
rest
Te
en
We
dd
ing
s
Ga
min
g
Die
t/F
itn
ess
Sp
ort
s
Kn
ow
wh
ere
yo
u a
re t
alk
ed
ab
ou
t…S
ha
mp
oo
Ca
teg
ory
: B
ea
uty
an
d P
are
nti
ng
sit
es
lea
d w
ith
th
e m
ost
Sh
am
po
o B
ran
d a
nd
To
tal h
air
b
uzz
Ke
y F
ind
ing
: O
pp
ort
un
ity
is
see
n f
or
Sh
am
po
o B
ran
d t
o e
xp
an
d i
ts e
ffo
rts
to p
en
etr
ate
Pa
ren
tin
g S
ite
s w
he
re t
ota
l h
air
ca
teg
ory
is
dis
cuss
ed
N =
16
0 m
ess
ag
es
for
all
sit
es
wh
ere
He
rba
l E
sse
nce
s d
iscu
ssio
n o
ccu
rs .
N =
22
, 3
28
me
ssa
ge
s fo
r to
p 2
0 s
ite
s w
he
re h
air
ca
re d
iscu
ssio
n
occ
urs
.
15
Sit
es
Bre
ak
ou
t –
SH
AM
PO
O B
RA
ND
AS
ite
s B
rea
ko
ut
–S
HA
MP
OO
BR
AN
D A
Sit
e B
rea
ko
ut
–H
air
Ca
teg
ory
Sit
e B
rea
ko
ut
–H
air
Ca
teg
ory
49
%
28
%
6%
5%
3%
3%
3%
1%
1%
1%
Fa
shio
n/B
ea
uty
Pa
ren
tin
g
Ge
ne
ral I
nte
rest
Sp
ort
s
En
tert
ain
me
nt
Die
t/F
itn
ess
We
dd
ing
s
Sh
op
pin
g/B
arg
ain
s
Ga
min
g
Fo
od
/Din
ing
Sh
am
po
o
Bra
nd
A
Co
pyri
gh
t 2
01
1 N
M I
nci
te.
Co
nfi
de
nti
al a
nd
pro
pri
eta
ry.
16
Tw
itte
r D
iscu
ssio
n
Tw
itte
r b
uzz
is
do
min
ate
d b
y b
usi
ne
ss
ne
ws
as
usu
al,
wit
h a
ll p
ea
ks
be
ing
dri
ve
n b
y v
ari
ou
s ta
ke
ov
er
ne
ws.
Th
is
incl
ud
es
the
(IN
SU
RA
NC
E B
RA
ND
)
tak
eo
ve
r. R
eso
luti
on
re
po
rt p
rofi
ts
aft
er
the
ir t
ak
eo
ve
r o
f p
art
of
(IN
SU
RA
NC
E B
RA
ND
) ,
an
d
(IN
SU
RA
NC
E B
RA
ND
) a
re r
ep
ort
ed
to
be
in
tere
ste
d i
n t
ak
ing
ov
er
XX
XX
. In
am
on
gst
th
is b
usi
ne
ss n
ew
s, t
he
re a
re
als
o a
fe
w n
eg
ati
ve
se
rvic
e c
om
me
nts
fou
nd
on
Tw
itte
r in
th
e l
att
er
ha
lf o
f
the
mo
nth
du
e t
o u
nh
elp
fuln
ess
of
em
plo
ye
es.
Th
ere
are
als
o b
oth
po
siti
ve
an
d n
eg
ati
ve
op
inio
ns
ab
ou
t
the
ne
w A
XA
ca
r in
sura
nce
TV
ad
ve
rt.
Number of Tweets
0
20
40
60
80
100
120
“da
vid
joll
ycf
p:
Wh
y w
ou
ld
Ax
a a
llo
w p
eo
ple
wit
h
sin
gle
fig
ure
IQ
s to
de
sig
n
the
ir a
dm
in p
roce
sse
s a
nd
the
n l
et
the
m r
un
it?
”
Tw
itte
r.co
m,
17
thA
ug
ust
20
10
“ab
c12
3n
ico
la:
Th
at
ax
a i
nsu
ran
ce a
d
sen
d o
ut
a r
ea
lly
go
od
me
ssa
ge
*g
osh
!
So
un
d l
ike
mu
m*
htt
p:/
/my
loc.
me
/aIJ
xP
”
Tw
itte
r.co
m,
17
thA
ug
ust
20
10
Kn
ow
wh
en
an
d w
ha
t th
ey
ta
lk a
bo
ut…
Insu
ran
ce C
ate
go
ry:
Tw
itte
r co
nta
ins
som
e
ne
ga
tiv
e s
erv
ice
co
mm
en
ts a
nd
co
mm
en
ts o
n t
he
n
ew
ca
r in
sura
nce
TV
ad
.
Co
pyri
gh
t 2
01
1 N
M I
nci
te.
Co
nfi
de
nti
al a
nd
pro
pri
eta
ry.
17
Ho
w l
arg
e i
s th
e o
pp
ort
un
ity
?
* S
ou
rce
: N
iels
en
Me
dia
In
de
x Q
2 2
01
1 *
* Y
ah
oo
!‐N
iels
en
Ne
t In
de
x 2
01
1*
So
urc
e:
Nie
lse
n M
ed
ia I
nd
ex
Q2
20
11
**
Ya
ho
o!‐
Nie
lse
n N
et
Ind
ex
20
11
80
%
use
25
% u
se
8%
use
41
% o
r 1
5M
Fil
ipin
os
use
th
e In
tern
et
in t
he
la
st 1
2
mo
nth
s*
82
% R
eg
ula
rly
use
So
cia
l N
etw
ork
ing
Sit
es*
*
Am
on
g P
ast
Mo
nth
In
tern
et
Use
rs*
*
Co
pyri
gh
t 2
01
1 N
M I
nci
te.
Co
nfi
de
nti
al a
nd
pro
pri
eta
ry.
18
Bu
zzM
etr
ics
Ca
se S
tud
ies
-Lo
cal
Bu
zzM
etr
ics
Ca
se S
tud
ies
-Lo
cal
Co
pyri
gh
t 2
01
1 N
M I
nci
te.
Co
nfi
de
nti
al a
nd
pro
pri
eta
ry.
19
Ca
se S
tud
y:
Ty
ph
oo
n P
ed
rin
g
•In
Se
pte
mb
er
27
, 2
00
9,
Typ
ho
on
On
do
y h
it L
uzo
n a
nd
le
ft m
an
y c
asu
alt
ies.
Tw
o y
ea
rs
aft
er,
an
oth
er
stro
ng
sto
rm P
ed
rin
g c
am
e c
au
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am
ag
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ay
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an
On
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he
dig
ita
l a
ge
, m
an
y o
nli
ne
Fil
ipin
os
reso
rte
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o T
wit
s, F
ace
bo
ok a
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gs
for
info
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tio
n,
com
mu
nic
ati
on
an
d m
ore
op
po
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or
soci
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t’s
fin
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vo
lum
e o
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th
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alk
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ith
Nie
lse
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NM
In
cite
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e l
ate
st o
nli
ne
so
cia
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ed
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oo
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mu
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oss
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ram
ete
rs:
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wo
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Typ
ho
on
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dri
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, P
ed
rin
g
•P
eri
od
: La
st 3
0 d
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(Se
pte
mb
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ob
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5,
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oci
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dia
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log
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up
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wit
ter,
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ceb
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•In
Se
pte
mb
er
27
, 2
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9,
Typ
ho
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On
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it L
uzo
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asu
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au
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ay
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ne
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ipin
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o T
wit
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tio
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mu
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d m
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po
rtu
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or
soci
ali
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t’s
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lum
e o
f m
ess
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typ
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ate
d.
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o a
re s
ha
rin
g?
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at
are
th
e m
ess
ag
es
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y t
alk
ab
ou
t? W
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re a
re t
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dis
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?
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ith
Nie
lse
n’s
NM
In
cite
, th
e l
ate
st o
nli
ne
so
cia
l m
ed
ia m
on
ito
rin
g t
oo
l,
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f co
nsu
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em
en
ts a
re p
oss
ible
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Pa
ram
ete
rs:
•K
ey
wo
rds:
Typ
ho
on
Pe
dri
ng
, P
ed
rin
g
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eri
od
: La
st 3
0 d
ays
(Se
pte
mb
er
5 –
Oct
ob
er
5,
20
11
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oci
al
Me
dia
: B
log
s, F
oru
ms,
Gro
up
s, T
wit
ter,
Fa
ceb
oo
k
Co
pyri
gh
t 2
01
1 N
M I
nci
te.
Co
nfi
de
nti
al a
nd
pro
pri
eta
ry.
20
Vo
lum
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ren
ds:
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ph
oo
n P
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rin
g
Blo
gs,
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up
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rum
s
To
tal
# o
f
Me
ssa
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s
24
4
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stly
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in
form
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d a
sk
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o t
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vic
tim
s o
f
typ
ho
on
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8,0
38
(t
ho
usa
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its
fro
m n
ew
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etw
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ha
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oto
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tim
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ari
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ks
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d p
ho
tos…
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ps:
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21
Vo
lum
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ren
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AA
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be
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igh
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of
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22
Tw
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era
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pte
mb
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s th
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23
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p B
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24
To
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wit
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Ra
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ha
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204
32.18
2ancalerts
84
13.25
3akjournalismo
61
9.62
4gmanews
59
9.31
5manilatop10
47
7.41
6news5aksyon
38
5.99
7newsman_net
37
5.84
8saksi_sona_ntg
37
5.84
9blackpearl_inc
34
5.36
10
bayanmo
33
5.21
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M I
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Co
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25
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k F
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Pa
ge
Me
ssa
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sS
ha
re %
1abs-cbn
24
32.88
2energizer philippines
16
21.92
3
ateneo de manila
university
79.59
4definitely filipino
68.22
5
polytechnic university of
the philippines
45.48
100% katolikong pinoy!
45.48
6
smart communications,
inc.
34.11
ting juan
34.11
michael allones
34.11
ford fiesta in the
philippines
34.11%
Co
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01
1 N
M I
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Co
nfi
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pro
pri
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26
Wo
rd C
lou
d f
or
“19
So
ldie
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mb
ush
ed
in
Min
da
na
o”
•S
ou
rce
: N
M I
nci
te g
lob
al d
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ba
se i
ncl
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ing
Ph
ilip
pin
es
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ou
rce
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M I
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lob
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ba
se i
ncl
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Ph
ilip
pin
es
CG
M T
yp
es:
Blo
gs,
Fo
rum
s, G
rou
ps,
Fa
ceb
oo
k
Pe
rio
d:
Oct
ob
er
19
-26
, 2
01
1
Th
e r
ece
nt
na
tio
na
l is
sue
cre
ate
d d
ivid
ed
co
nv
ers
ati
on
to
pic
s in
So
cia
l M
ed
ia b
etw
ee
n P
ea
ce a
nd
Wa
r
as
we
ll a
s P
resi
de
nt
Aq
uin
o’s
ca
ll t
o d
ea
l w
ith
re
be
ls a
nd
ju
stic
e f
or
the
vic
tim
ize
d m
ilit
ary
so
ldie
rs
Co
pyri
gh
t 2
01
1 N
M I
nci
te.
Co
nfi
de
nti
al a
nd
pro
pri
eta
ry.
27
Pa
rtin
g T
ho
ug
hts
…
Co
py
rig
ht
©2
01
0 T
he
Nie
lse
n C
om
pa
ny
. C
on
fid
en
tia
l a
nd
pro
pri
eta
ry.
Th
an
k Y
ou
.
Title of Presentation