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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 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 12, 2010

Awesome new research: Measuring twitter user influence from Meeyoung Cha, Max Planck Institute

This is an awesome piece of social media research from Meeyoung Cha from the Max Planck Institute for Software Systems in Germany, a must read for every marketer that takes social media seriously.
The paper makes three key observations based on the analysis of 2 billion follow links among 54 million users who produced a total of 1.7 billion tweets (pretty solid data, visit http://twitter.mpi-sws.org/ for a detailed description and the data sharing plan). 
  1. Popular users who have high indegree are not necessarily influential in terms of spawning retweets or mentions. 
  2. Most influential users can hold significant influence over a variety of topics. 
  3. Influence is not gained spontaneously or accidentally, but through concerted effort such as limiting tweets to a single topic.
Below are a few extracts I found especially interesting, but I would recommend to also check out the Harvard Business Review interview with Cha and read the full research paper if you have the time. The project webpage is http://twitter.mpi-sws.org/ for a detailed description of the dataset and the data sharing plan. 
People have different levels of expertise on various subjects. When it comes to marketing, however, this fact is generally ignored. Marketing services actively search for potential influencers to promote various items. These influencers range from “cool” teenagers, local opinion lead- ers, all the way to popular public figures. However, the advertised items are often far outside the domain of expertise of these hired individuals. So how effective are these mar- keting strategies? Can a person’s influence in one area be transferred to other areas? The answer is yes.
Our study provides several findings that have direct implications in the design of social media and viral marketing: 1) Analysis of the three influence measures provides a better understanding of the different roles users play in social media. Indegree represents popularity of a user; retweets represent the content value of one’s tweets; and mentions represent the name value of a user. Hence, the top users based on the three measures have little overlap. 2) Our finding on how influence varies across topics could serve as a useful test for answering how effective adver- tisement in Twitter would be if one is to employ influential users. Our analysis shows that most influential users hold significant influence over a variety of topics. 3) Ordinary users can gain influence by focusing on a single topic and posting creative and insightful tweets that are perceived as valuable by others, as opposed to simply conversing with others.
The most followed users span a wide variety of public figures and news sources. They were news sources (CNN, New York Times), politicians (Barack Obama), athletes (Shaquille O’Neal), as well as celebrities like actors, writers, musicians, and models (Ashton Kutcher, Britney Spears). As the list suggests, indegree measure is useful when we want to identify users who get lots of at- tention from their audience through one-on-one interactions, i.e., the audience is directly connected to influentials.
The most retweeted users were content aggregation services (Mashable, TwitterTips, TweetMeme), businessmen (Guy Kawasaki), and news sites (The New York Times, The Onion). They are trackers of trending topic and knowledge- able people in different fields, whom other users decide to retweet. Unlike indegree, retweets represent influence of a user beyond one’s one-to-one interaction domain; popular tweets could propagate multiple hops away from the source before they are retweeted throughout the network. Further- more, because of the tight connection between users as sug- gested in the triadic closure (Granovetter 1973), retweeting in a social network can serve as a powerful tool to reinforce a message—for instance, the probability of adopting an in- novation increases when not one but a group of users repeat the same message (Watts and Dodds 2007).
The most mentioned users were mostly celebrities. Ordinary users showed a great passion for celebrities, regularly posting messages to them or mentioning them, without nec- essarily retweeting their posts. This indicates that celebrities are often in the center of public attention and celebrity gossip is a popular activity among Twitter users.
Finally, we found that influence is not gained spontaneously or accidentally, but through concerted effort. In order to gain and maintain influence, users need to keep great personal involvement.
(download)

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Filed under  //   christian bartens   influence   max planck   measuring   meeyong cha   research   studies   twitter   user  
Posted by Christian Bartens 

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January 5, 2010

eMarketer: What Twitter marketing tactics are working?

via emarketer.com

Good to see some stats on this but no surprise. Social media is all about being up close and personal so it's all about providing special things that are not available to everyone and talking to individuals (I should shut up, we haven't done either yet actually).

Read the original article here
http://www.emarketer.com/Article.aspx?R=1007449

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Filed under  //   christian bartens   emarketer   how to   marketing   strategies   twitter  
Posted by Christian Bartens 

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December 7, 2009

Copyblogger.com: Hard Data for Headlines that Spread on Twitter

via copyblogger.com

Must read for whoever tries to use Twitter as a media channel. Check out the original article below, contains some amazing hints (but take with a grain of salt).

http://www.copyblogger.com/retweetable-headlines/

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Filed under  //   christian bartens   headlines   research   retweets   stats   tutorials   twitter   what works  
Posted by datalicious 

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November 26, 2009

Will Twitter be the death of RSS feeds?

It seems to me that more and more businesses now have corporate twitter accounts and given that most blog publishing platforms now have Twitter integrations, this has become the channel of choice to follow business news updates rather than RSS. The below Google Trends search term data doesn't prove that but at least supports the theory to some extend. Your thoughts?

Click on the below link to see the original Google Trends chart
http://www.google.com/trends?q=twitter%2C+rss&ctab=0&geo=au&geor=all&date=all&sort=0


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Filed under  //   christian bartens   google   rss   search   terms   trends   twitter  
Posted by Christian Bartens 

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November 15, 2009

Edelman's new TweetLevel service measures Twitter influence and popularity

According to Edelman's TweetLevel service that just launched Datalicious's influence score is 32.1. Another metric for our social media toolbox that we'll be tracking going forward.

Check you own influence level on the below site
http://tweetlevel.edelman.com/

Edelman uses over 30 metrics to create the algorithm behind the index in order to attempt to give a clearer picture of who is actually important in the twittersphere (given our score of 32 I'm not sure I want to believe they're accurate but we'll keep trying and checking our score).

 

There are four result metrics:

  • Influence: what you say is interesting and many people listen to it. This is the primary ranking metric.
  • Popularity: how many people follow you
  • Engagement: how actively you participate within your community, and
  • Trust: do people believe what you say. 

Each score is rated out of 100, in other words, the higher your score, the more important you are. More details on the actual formula can be found below (and thanks for making this public Edelman, we need more service providers with that open attitude).

For more information visit

http://tweetlevel.edelman.com/about/

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Filed under  //   analytics   christian bartens   edelman   influence   metrics   popularity   public relations   social media   tools   twitter  
Posted by Christian Bartens 

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September 20, 2009

Twitter: No surprise, follower numbers of popular Twitter users grow faster

The top 0.1% of observed Twitter users climbed 275% in Twitter followers between March and June, while the top 1% increased only 146% in comparison, and the top 10% gained only 126%. Even when analyzing the median followers, the stats paint a clear picture: the top 0.1%, 1% and 10% of researched Twitter users saw their follower base grow by 78%, 65% and 59% respectively.

The research is really no surprise, the more followers you have the faster your follower numbers grow, on Twitter and in real life. However, how could one speed up the growth? Will we soon see people driving paid search traffic to their Twitter profiles?

http://www.techcrunch.com/2009/09/03/as-twitter-continues-to-grow-popular-users-widen-the-gap/

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Filed under  //   christian bartens   followers   growth   reports   research   trends   twitter  
Posted by Christian Bartens 

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September 17, 2009

Twenty Percent Of Tweets Mention Brands

The debate is still out on Twitter’s effectiveness as a marketing tool, but new data from Penn State plays right into the company’s move to fully open users’ status updates to advertisers. Companies are already getting targeted, free advertising on Twitter, as the research found that 20 percent of all tweets—or one out of every five updates—mention specific brand names or products. (See recent tweets mentioning Sprint or Trader Joes, for example).

As for the value of these branded tweets, it seems that there’s room to glean qualitative analysis about brand perception and affinity from them, at least. Jansen said micro-blogging could ultimately be on par with e-mail “in terms of its communication impact” for advertisers; the research team will continue to study Twitter and its impact on the business sector in order to form more concrete conclusions.

http://paidcontent.org/article/419-1-out-of-5-tweets-mention-brands-products/

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Filed under  //   branding   christian bartens   reports   research   twitter  
Posted by datalicious 

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