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July 29, 2010

Gigya info-graphic on the different social network identities people are using to sign-in online

The guys at Gigya created a great info-graphic showing what accounts and online identities people are using to sign-in online.

The most popular social identities are Facebook, Google, Yahoo, and Twitter, but popularity differs by user segments and website categories. Users are most likely to log on to entertainment sites via Facebook, but Twitter for news sites, etc. 

Given the data that is available to companies if their users subscribe using one of their social online identities you wonder why there's still normal subscription processes being used, especially as the social identities probably have better data quality anyway (i.e. you want Facebook to have your real/main email address).

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Filed under  //   christian bartens   facebook   gigya   ID   identities   infographics   linkedin   media   networks   social   twitter  
Posted by Christian Bartens 

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June 25, 2010

GetResponse study on impact of social sharing features in emails shows 30% increase in CTRs

GetResponse just released an interesting new study on the impact of social media sharing options in email.
 
Among other topics the study investigated if social emails improve click-through rates and found that if you let readers share your email messages on their social pages, they’ll generate on average 30% higher click-through rates. The click-through rates also varied by social network with Twitter and Facebook leading the field.
 
Download the full report here
http://www.getresponse.com/learning-center/reports/social-sharing.html

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Filed under  //   christian bartens   email   facebook   getresponse   media   networks   research   sharing   social   study   trends   twitter  
Posted by Christian Bartens 

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June 20, 2010

New Syncapse empirical research on Facebook fan value, additional product spend and brand loyalty

"A fan base is a self-segmented group of highly valuable customers."

After all the buzz about the value of a Facebook fan, Syncapse just released the first proper empirical review on this topic which I encourage everyone to read (and it's free anyway). Especially the figures on average additional product spending by brand are pretty interesting (see below chart).

Summary of key findings
  • Fans spend an additional $71.84 on average compared to non-fans
  • Fans are 28% more likely than non-fans to continue using the brand
  • Fans are 41% more likely than non-fans to recommend a product
Many brands overcomplicate their measurement requirements by tracking dozens of independent variables. Many oversimplify by trying to apply a single number concept of value, and far too many fail to quantify ROI in such a way as to convince a CFO of the merit of increasing or shifting investment towards Facebook marketing. [...] This study will examine the five leading contributors to Facebook fan value. (1) Product Spending (2) Brand Loyalty, (3) Propensity to Recommend, (4) Brand Affinity and (5) Earned Media Value.
Download the full Syncapse research report here
http://www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf

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Filed under  //   christian bartens   facebook   fans   media   networks   reports   research   social   syncapse   value  
Posted by Christian Bartens 

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June 19, 2010

Flowtown identifies social profiles, demographics and influencers from customers email addresses

I just came across this new service called Flowtown which is pretty interesting. 
 
The platform lets you upload your contact's email addresses for which it then returns the respective social profiles on Facebook, Twitter, MySpace, LinkedIn, Flickr and StumleUpon. And if all you have is an email address, the service can also give you a name, age, gender, occupation and location. But the best part is the integration with Klout, a service that determines a person's influence level based on Twitter and basically identifies your most influential contacts for you. 
 
Have a look at the below chart, which shows the statistics for all my 1,800 contacts compared to the 50 identified influencers. Not surprisingly, but still interesting to see is that the influencers are definitely much more likely to have a social profile online across multiple networks and that all Twitter influencers also have a Facebook and LinkedIn account.
Visit the official Flowtown website or watch the below demo video to find out more.
 

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Filed under  //   analytics   christian bartens   crm   customers   email   Facebook   Flickr   flowtown   LinkedIn   marketing   media   MySpace   networks   profiling   social   StumleUpon   targeting   tools   Twitter  
Posted by Christian Bartens 

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May 6, 2010

Visible Measures: Video analytics service launched benchmarking and seeded vs. viral comparison

The online video monitoring service Visible Measures has just released some interesting new features but unfortunately they're only visible for paying customers.
 
Category benchmarking: Trends now automatically benchmarks campaigns against all relevant categories for demographics and distribution. For example, you can see how demographics for Evian's Live Young compare to beverage industry averages as well as campaigns using animation, humor, and music.

Seeded vs. viral Breakdowns: You can now see how much much activity for each campaign was the result of brand-driven video placements (i.e. seeded) and how much was the result of community-driven video placements (i.e. viral). Understanding the seeded vs. viral breakdown of an online video campaign is critical to understanding its overall performance.

For more information or a free account visit the official website.
http://www.visiblemeasures.com

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Filed under  //   christian bartens   measurement   media   social   tools   videos   visible measures   web analytics  
Posted by Christian Bartens 

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April 13, 2010

Diagram: Integrated campaign flow and simplified metrics framework across multiple channels

How many times have you talked about a truly integrated campaign but lacked a diagram and metrics framework to properly explain and measure the interaction between channels? We recently designed the below campaign flow and simplified metrics framework for one of our clients to explain the interaction between the various different paid and organic channels, websites, social networks, retail outlets and CRM. 
 
Unfortunately we can't share the actual campaign results but the impact was amazing. The traffic levels increased significantly during the campaign and for the first time rivalled historic peaks from previous Christmas periods mid year. However, the integration of the analytics framework into the campaign planning process from the very beginning ensured that tracking best practice was followed and a maximum amount of data could be collected across all channels. Best of all, if the below framework is used across all campaigns they start to become comparable and a benchmark emerges but that requires a lot fo discipline on all sides.
 
But let me explain a little more about our thinking behind the metrics framework. First of all, we renamed the 'awareness' stage to 'reach' because those metrics are a lot less debatable for all channels (i.e. we know how many people search for something or were exposed to a banner but not really how many people actually become aware of a message). As metrics on 'interest' and 'desire' are actually hard to differentiate in the standard AIDA(S) formula we combined them into a single 'engagement' category (i.e. everything after a non-bounce and before an actual conversion). The 'action' metrics category stayed the same, it simply contains all the conversion data on actions we wanted people to take but doesn't have to be limited to sales of course. Finally, 'loyalty' is a hard one to measure at the best of times and pretty fluid so we renamed that stage to '+buzz' which stands for positive buzz or people talking about the company in favourable terms which is of course far from being loyal but we would argue it's easier to measure and one would be pretty hard to achieve without the other.
 
Anyway, what do you think? Please feel free to comment and help us to improve the model and maybe even share some actual metrics you measure at the different stages.

     
Click here to download:
diagram_integrated_campaign_me.zip (219 KB)

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Filed under  //   action   aida   analytics   benchmark   buzz   campaign   christian bartens   data   digital   engagement   flow   framework   integrated   media   metrics   reach   services   traditional  
Posted by Christian Bartens 

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March 7, 2010

New integration: Use Omniture SearchCenter to manage and optimise Facebook media buys

This is an interesting new integration, something one would have expected to happend between one of the big search engines and Facebook but Omniture clearly stole them the show on this one, nice one Omniture! 

Omniture and Facebook announced that they will provide online marketers with solutions to optimize Facebook as a marketing channel. This partnership builds on the Facebook analytics and Facebook application analytics capabilities Omniture announced last year.

As the industry moves beyond marketing that 'interrupts' the consumer's online experience, companies are increasingly seeking ways to join the conversation and have more relevant interactions with their customers. This alliance can help companies more easily integrate Facebook as a marketing channel in order to connect to and have relevant conversations with Facebook's more than 400 million active users.

Omniture customers can now utilize Omniture SearchCenter Plus, which is the combination of the company's search engine marketing management application with new functionality for purchasing Facebook Ads. Omniture customers can now more easily ramp their ad spend on Facebook and compare Facebook ad campaign metrics alongside other media channels.

Marketers see the opportunity to build and reward customer loyalty on Facebook. To help in these efforts, Omniture customers can now generate reports specifically designed to understand ad effectiveness for some of the unique elements of Facebook such as Facebook Pages and applications.

Contact us at insights@datalicious.com if you would like to find out more or enable this integration for your company.

Read the full story here on MarketWatch 
http://www.marketwatch.com/story/omniture-and-facebook-join-forces-to-optimize-social-media-for-marketers-2010-03-03

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Filed under  //   christian bartens   facebook   media   media buying   omniture   optimisation   searchcenter   social media   web analytics  
Posted by Christian Bartens 

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February 17, 2010

Sneak preview of Visible Measures new social video campaign tracking tool

This new social campaign measurement tool looks quite interesting, I especially like the overview for each video including reach, comments and ratings.

Check out their publicly available charts below on the top 10 ad campaigns and dig a little deeper in the help section if you want to find out about their methodology (the detail is pretty thin though).

Top 10 advertising campaigns
http://www.visiblemeasures.com/adage

Help section on methodology and definitions
http://www.visiblemeasures.com/help/show/

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Filed under  //   analytics   campaigns   christian bartens   measurement   media   reach   social   tools   tracking   video   viral   visible measures  
Posted by Christian Bartens 

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November 2, 2009

Now we know! People are using social media in the weirdest spots

According to a recent eMarketer article people are using social media in all sorts of situations but what's the weirdest place you've used Twitter, Facebook, MySpace, LinkedIn or any other social site before (and we want to see some crazy 'other' responses)?

Take our poll now (and be honest):
http://answers.polldaddy.com/poll/2197682/

Read the original eMarketer article here:
http://www.emarketer.com/Article.aspx?R=1007352

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Filed under  //   behavior   christian bartens   consumers   emakreter   media   social   trends  
Posted by Christian Bartens 

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October 20, 2009

Silverpop research: Viral link sharing propensity from email newsletters by social network

Interesting research study from Silverpop on measuring viral sharing of email content in select social networks.

Key insights from the study include

  • Most companies include four to five different sharing links
  • The life of a shared message is about one week
  • Just including sharing links isn't enough, content is key
  • This is supported by inconsistent click-through rates
  • Facebook dominates among the social networks
  • View rates are still low but expected to grow with social media
  • Over 20% increase in reach due to social sharing

Interesting is also, that the main social networks (i.e. Facebook, MySpace, Twitter) that are most often included in emails are not necessarily the ones attracting the most clicks on sharing links (see graph below).

Download the original research study here
http://www.silverpop.com/landing-engage/eMarketer_html/ShareStudy_oct.html

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Filed under  //   christian bartens   emails   link   media   networks   reports   research   sharing   silverpop   social  
Posted by Christian Bartens 

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