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Coke's Twitter Campaign Sees 86m Views in 24 Hours
CocaCola’s digital marketing chief saw “phenomenal” results from the company’s first use of paid advertising on Twitter, as reported by Yahoo’s Financial Times. CocaCola is the second brand to sponsor a “trending topic” (Disney’s Pixar was the first), using Twitters “promoted tweets” to tap into online discussions about the World Cup this week. The brand saw 86 million views of the ads in 24 hours, and an engagement rate of 6%, which is very successful compared to the 0.02% of people who click on a regular online advertisement. …more…
UK Social Networks Receive More Hits Than Search Engines
According to figures from Experian Hitwise, in May 2010 social networks accounted for 11.88% of all internet traffic in the UK, topping total search engine hits (including Google, Yahoo, Bing, and others), which accounted for only 11.33% of internet traffic. As reported on Mediapost, in the past UK online behaviors have foreshadowed or mirrored similar changes in the US, so it’s not surprising that Facebook passed Google in terms of Web site hits in the U.S., with the social net taking 7.07% of Web traffic versus 7.03% for the search engine during the week ending March 13. …more…
Borrell Predicts 68% Increase in Social Network Ad Spending for 2010
A new forecast from Borrell Associates predicts massive growth in ad revenues this year, as reported on Mediapost. Overall the Borrell report, “The Social Networking Explosion: Ad Revenue Outlook” has social network ad spending increasing 68% from $4 billion in 2009 to $7.5 billion in 2010, then continuing to grow every year to about $38 billion in 2015. The 2015 figure will represent approximately a third of all U.S. online marketing spending. According to the report, 2009 ad spending was divided roughly in two: half coming from local advertisers, the other half split between national brands. …more…
86% of B2B Companies and 82% of B2C Have A Social Media Presence
According to a White Horse report based on a March 2010 survey, 86% of B2B marketers are using social media, compared to 82% of B2C. However, the degree of engagement varies significantly: 52% of B2C marketers are engaged in daily social media marketing, while only 32% of B2B marketers have a daily social media presence. The full report compares B2B social media marketing use to B2C in the areas of staffing, support, utilization, and measurement. …more…
Social Media Research Shows Gap Between Technology Professionals and Technology Marketers Preferences and Usage
UBM TechWeb released a social media research study on May 26, 2010, that details how technology professionals and technology marketers are using social networking sites such as LinkedIn, Facebook, YouTube, Twitter, and blogs. Entitled “Social Media at Work,” it is the first study of its kind to examine both the usage and preferences of technology decision makers and the activities technology marketers employ to reach them.
The study examined the social media consumption habits of 630 technology professional respondents and 350 technology marketing respondents, reveals a gap between social media usage and marketing – “While many technology marketers have established a presence on Facebook and Twitter, many are not taking full advantage of the sites that technology professionals frequent and value most, such as LinkedIn and blogs,” said Brandon Friesen, VP and online strategist at UBM TechWeb. …more…
Social Networking Now Fastest-Growing Mobile Content Category
Social networking now ranks as the fastest-growing mobile content category, according to a report released June 2, 2010 from Internet audience measurement firm comScore that confirms the surging popularity of social networking on mobile devices.
Social networking experienced the strongest growth in application access, increasing 240% to 14.5 million users. Accessing news applications followed, growing 124%, while sports information and bank account applications both experienced a 113% surge. …more…
Heavy Social & Mobile Media Users Spend More Time with Overall Media
Findings of new research released June 3rd by Knowledge Networks, through their MultiMedia Mentor service, indicate that heavy users of social or mobile media spend dramatically more time with overall media, and are more likely to use TV and the Internet simultaneously, as reported by MediaPost.
The study concluded that the impact of social and mobile media was most pronounced among older adults (people age 35 to 64) and while this impact could also be seen among younger adults (age 18 to 34) it was not as pronounced. Older adults who use social and mobile media spent a much greater amount of time per day (2 hours 20 min for social users, 2 hours 55 min for mobile users) using overall media than the general population. …more…
34% of Adults Using Social Media Choose To Sound Off About Brands
A new poll conducted in April 2010 by Harris Poll details the use of social media as a way for users to express their opinions about brands, companies, and products.
Overall, the poll of 2,131 U.S. adults revealed that 34% have turned to social media “as an outlet to rant or rave about a company, brand or product.” Within this group, a subset equal to 26% of the total said they complained about companies, brands or products, 23% said they spoke positively about them, and 19% gave product reviews or recommendations, as reported on MediaPost.
Pew Study Finds Topics on Social Media Vary Sharply From Mainstream Press Topics
Pew Research Center’s Project for Excellence in Journalism has gathered a year of data on the top news stories discussed and linked to on blogs and social media pages and seven months’ worth on Twitter, and has produced a rich report of data about the differences between traditional media and social media.
We summarize the findings likely to be of greatest interest to those interested in social media (with many thanks to the great summary from Pew) in this post, but for those interested in the impact of social media on the media, we highly recommend reading the entire report. Our summary below includes expanded detail from the Twitter section of the report: …more…
Big in Japan: 12.3% of Japanese Internet Users Use Twitter; Nielsen Reports Huge Growth
The number of unique users in Japan surged from 521,000 in April 2009 to 7.52 million in March, a 15-fold increase, according to the technology ratings service Nielsen Online Japan, as quoted in this New York Times article.
Twitter is catching up to Japan’s biggest social networking site, Mixi, which had about 10.8 million unique users in March. A February analysis by Semiocast found 14% of all tweets per day worldwide are in Japanese.
