Social sharing is in the midst of an evolution from first-generation, simple widget-based sharing to platforms of social optimization tools for publishers to drive growth and engagement, leveraging the very basic human desire to share.
From the early 2000s with the creation of the early social networks like Friendster and MySpace to later in the decade with the growth and dominance of Facebook, LinkedIn and Twitter, we have had places to share things we discover on the Internet to both social and professional networks. This has resulted in explosive growth in social sharing and the consequent uses of the data generated.
Approximately 1.8 billion of the 2.5 billion global Internet users today use social networks, and 470 million of them share on Facebook alone (on the ShareThis network, Facebook accounts for 85 percent to 90 percent of our shares in any given month).
In the U.S., 44 percent of the Internet population shares, and a 2014 study by Fractl showed that there were 2.6 billion shares of the 1 million most popular articles in a six-month period. In the U.S. alone, there are as many shares of content as there are global Internet users. Sharing is now mainstream and happening at scale.
Sharing is a rare and very meaningful digital act. When sharing is compared to the other popular digital acts and measurements, you start to see its true value.
In a typical digital session work flow of an average person, several pages are browsed, creating many impressions and lots but fewer clicks into the content of a given page. People will then search for things via a search engine, which registers even stronger intent and explicit interest in a topic or content. Finally, if and when we decide to share something at the end of this work flow, it is only because what we are sharing is very meaningful to us in some way and we decide to take the time to share it with friend or colleagues–relative to other digital acts, sharing is rare and meaningful. That makes this data very valuable for publishers.
The early 2000s first generation of sharing was characterized by:
The second generation of social sharing that emerged in the past year is now characterized by:
The desire to share is rooted deep within; it reflects passions, wants and lifestyles that are constantly fluctuating throughout the day, week and month. Exchanging information with and distributing compelling content to others is a form of expression that says a lot about an individual.
People are becoming creators of content, and information exchange has become a well-known currency that truly caters to the innermost being. It creates a level of engagement that quickly becomes personal, and it is only increasing as colleagues, friends and family are spreading the word about causes they care about, articles that spark curiosity, entertaining videos, family photos and more. On the ShareThis network, this happens more than 3 billion times each month.
It is time for comScore and/or Nielsen to start to measure cross-channel sharing across all publishers and sharing tool providers just like they measure searches, video views and other popular click-types.
We have found that using data science to identify these human sentiments leads to a better understanding of people, which can ultimately lead to a more personal and relevant digital experience. Discovering information that is important and wanting to share it with others comes naturally, which has in turn pivoted the Internet away from being simply a utility source and has instead turned it into a social sphere of engagement, personal expression, human connection and so much more.
Publishers are realizing this, as well, and using this data and consequent audience understanding to drive both content creation strategies and monetization of their content. ShareThis has been part of this evolution of consumer sharing and publisher tools since 2007, and it recently refreshed its brand and website to better represent this new generation of sharing.
Today’s data-driven marketing organizations have an insatiable appetite for more authentic data to help them understand their customers. Witness the recent acquisition of AddThis by Oracle‘s Marketing Cloud business unit.
The dynamic sharing data, when overlaid with customer-relationship-management systems and the like, provides a recent and better-defined view of their consumers’ true interests at any moment in time, leading to more personalized marketing and better-adapted customer-driven business decisions.
As the digital act of sharing bridges the divide between impersonal digital data and personal human expression, sharing data elevates the customer ID and digital data associated with consumers, resulting in a true understanding of complex people.
Ed Haslam is the chief marketing officer of consumer engagement and sharing tools provider ShareThis.
Article courtesy of SocialTimes | RSS Feed
Article courtesy of SocialTimes Feed
90 percent of millennials in Mexico, Colombia and Argentina access Facebook daily, compared with 87 percent for online searches and 72 percent for watching television, according to a new study by global media analytics expert comScore, commissioned by Facebook.
Other findings in the study, as reported in a Facebook IQ post, included:
Facebook audience researcher for Latin America Gabriel Gontijo (pictured) led the study, and he said in an interview with Facebook IQ:
We’re looking at a multiscreen landscape—which actually gives brands an amazing opportunity to engage millennials across multiple touch points and deliver a more immersive and relevant experience than ever.
The finding that home is the most common point of access is interesting because it speaks to the connectivity challenges that millennials across Latin America often face—from prohibitively high data costs to spotty service. When you consider that millennials, when out and about, are constantly searching for WiFi, it makes sense that home is such an attractive place to connect to Facebook.
Brands seeking to connect with millennials in Mexico, Colombia and Argentina should be as “mobile-first” as the millennials they are trying to reach. Brands need to put mobile at the center of their business strategy. And in doing so, it’s important to recognize where each country is in its mobile evolution. For example, marketing to millennials in Argentina may mean finding a strategic role for feature phones in your campaign. In Colombia, it’ll be about embracing both old and new screens to deliver multiscreen magic across TV and mobile (and sometimes desktop). And lastly, brands that want to connect with millennials in Mexico will want to take full advantage of the expanding opportunity around online video.
Readers: What did you think of comScore’s findings?
Article courtesy of SocialTimes Feed
comScore just released its Digital Future In Focus report for 2013, offering a broad swath of data in areas like social networking, search, and mobile. But the most interesting finding, at least to me, involved display advertising — that 5.3 trillion impressions were served in the United States, but three in 10 are never actually rendered in-view.
That’s consistent with what comScore said in last year’s report, when it found that 31 percent of ad impressions are never seen by consumers. Even though this is ongoing issue, the report says we should “look for advertisers to demand more accountability and publishers to reconfigure their site design and ad inventory to improve performance in the coming year.”
More broadly, large advertisers are getting smarter of their ad buys, comScore says, using programmatic buying and improved targeting, so they don’t need to increase their ad buying as much as in the past. For example, there were 144 advertisers delivering more than 1 billion ad impressions in the fourth quarter of 2012, pretty steady compared to the 145 in the same period of 2011.
Who are these large advertisers? Well, the top advertiser by impressions was AT&T, followed by Microsoft, Experian, Verizon, and State Farm. (AT&T was the biggest advertiser last year too.) The biggest advertiser category was online media, followed by retail and finance.
Taking a closer look at those 5.3 trillion ad impressions, comScore said 1.4 trillion were served in the fourth quarter, a 6 percent increase year-over-year. And one of eight of those ads are “socially enabled,” meaning that they direct viewers to “Like” or “Follow” the advertiser.
As for what’s coming in 2013, the report predicts that publishers are going to resist the dropping CPMs (the amount paid per thousand ad impressions) caused by programmatic buying. To fight back, they’re putting their ad inventory in private exchanges, using data to prove ad viewability and engagement, and also doing more to demonstrate that ads drive offline behavior such as in-store sales. And yes, we can expect to see more “native” ads:
Certain large, premium publishers are also beginning to experiment with and implement native advertising based models to deliver unique branded content at scale. Facebook and Twitter have already successfully implemented such ad units that leverage the unique value of their platforms, with the added benefit of being units that work as well on mobile devices as they do on desktop computers. Look for others to follow suit as a means of enhancing the value of their platforms, increasing the value of their inventory and improving the scalability of their content.
There’s lots in the report beyond advertising. For starters, if you’re interested in the overall digital popularity contest, comScore says Google had the most unique US visitors (191.4 million in December), while Facebook was the top in time spent, accounting for a total of 10.8 percent of the minutes spent online.
You can download the full report here.
Article courtesy of TechCrunch
After announcing some early post-Christmas numbers, comScore just released its final analysis of U.S. online holiday spending for 2012: shoppers bought a total of $42.3 billion worth of goods online from November 1 to December 31. That’s up 14 percent from the $37.2 billion comScore reported last year, but a bit lower than expected as shoppers slowed down around mid-December.
While the numbers were up across the board, comScore registered especially strong increases in online shopping on Thanksgiving Day (up 32 percent to $622 million) and “Free Shipping Day” on December 17 (up 76 percent to just over $1 billion). While Christmas Day itself was rather slow with $288 million spent on online shopping, even that number was up 36 percent, though it couldn’t make up for a generally soft end of December.
Overall, these increases around 15 percent have been pretty standard over the last few years. ComScore originally predicted a growth rate around 16 percent for this year, but as the company’s chairman Gian Fulgoni pointed out in today’s release: “November started out at a very healthy 16-percent growth rate through the promotional period of Thanksgiving, Black Friday and Cyber Monday, but consumers almost immediately pulled back on spending, apparently due to concerns over the looming fiscal cliff and what that might mean for their household budgets in 2013.” The last week of December clearly shows this softening with a minuscule year-over-year increase from $2.499 billion to $2.530 billion.
Article courtesy of TechCrunch