Hiya folks, thought it was about time I shared some more of the excellent wisdom that guides me through this labyrinth that is our digital landscape.
1. Business2Community have been talking about the power of sharing – did you know that on average, each link on twitter is clicked on 4.8 times? Personally, I find LinkedIn to be the best referral driver for my blog, but perhaps that’s because LinkedIn is the most engaged digital audience who actually know me, whereas the majority of the folk who follow me on twitter have never had any physical interaction. For me, this seems to make a difference. This may also explain why Facebook accounts for 38% of all sharing referral traffic.
2. While we’re on the subject of social media and social networking trends, Nielsen Online has released some new data showing that of the Indian people who are online, 30 million of them are members of a social network and they are spending more time on social media than they do using personal email.
3. Moving on to more data, Business2Community also makes it very simple for you to sell the benefits of social media to your executive stakeholders. By illustrating how social media measurement is applied to every business activity social media touches, from short-term product awareness campaigns to long term customer retention programs, you will be able to demonstrate the cost effectiveness and measurability of social networking for your business.
Of course we all know we can measure the impact of social media for your business by the volume of Retweets, Likes, Follows, Shares, Comments, Mentions and Sentiment but what we really want to prove is how these impact on your business’ bottom line.
The black ripples in this graph represent the activities that your business will be interested in and will help you sell social media as a viable channel for your business.
Net new customers, Changes in buy rate, Loyalty metrics, Word of mouth, New product sales, Customer satisfaction, Increased operational efficiency, New online orders, Traffic to brick & mortar stores and R.O.I.
5. But ComScore‘s announcement on 3rd of June totally rocked my little geeky data driven world by releasing the inaugural data from its Total Universe Report. I’ll quote directly from ComScore to give you the accurate description of “the comScore Total Universe report provides audience measurement for 100 percent of a site’s traffic, including usage via mobile phones, apps, tablets and shared computers such as Internet cafes. This first-of-its-kind measurement capability enables publishers and advertisers to understand digital audience sizes in a cross-platform environment. As media consumption shifts to emerging platforms like mobile devices and tablets, the effects on accounting for audiences and activity levels only becomes more pronounced with time.”
Aren’t you excited?
This tool can now tell you which digital channel is most important to your individual business, not the channel that is predominant for the total online universe. ComScore gives a great example with music site Pandora, who receives 42% of its total traffic exclusively from mobile – that is 13.4 million people who only visited their website via mobile. So you can see, to exclude the mobile channel from Pandora’s audience would be to reject the majority of their audience as irrelevant. ComScore’s Total Universe Report shows us in no uncertain terms that home and work computers are no longer our source of truth for online audience channel measurement.
Please take the time to read about the ComScore Total Universe Report – hopefully it will rock your world too!