Digital Digest – October 2014
How valuable are Facebook fans?
A four-year study conducted by YetiData and Collective Bias, of a major American supermarket’s Facebook page discovered that Facebook fans of the store bought on average 125 more items over the course of a year – 35% more than consumers who weren’t already a fan of the page.
Fans who engaged with the page at least 10 times spent more than $1,000 and visited the store 40 more times annually than the typical customer. Collective Bias’ content strategy focused on ‘locking in’ current customers with engaging content as opposed to trying to lurebe in lots of new customers with discounts or deals.
Bob Loos, director of analytics, Collective Bias said: “Why wait until you have them [consumers] in the store to make them a buyer? If you have very good content, then by the time they’ve engaged with this really good content, they’ve already, in their minds, used this product.”
Loos believes the findings from the study proves that despite declining numbers on Facebook, and the beliefs that the social network isn’t a good conductor of direct response and conversion, it still plays an important part in the profitability and customer trust of a brand.
Interesting learnings from the study:
- 60% of the business’s fanbase are women who tend to buy more than men
- More than 75% of the grocer’s profits came from the 25% of customers who were existing Facebook fans
- Facebook fans spent nearly 50% more than a non-fan
The link between Twitter and TV
A new Kantar report has revealed the powerful direct link between Twitter activity and TV viewing habits.
The independent report found that Twitter not only has the clout to help increase TV viewing figures but that smaller channels and shows can boost their share of voice by employing an effective Twitter strategy.
Based on a year’s worth of data from 1 June 2013 to 31 May 2014 from Twitter and the Broadcasters Audience Research Board (BARB), the new report has found that the top 30 TV series in the UK accounted for 50% of all measured UK Twitter TV related activity and 9% of overall viewing volume.
As expected the TV:Tweet ratio correlates with TV channels’ programme/series viewing figures, although some programmes over-perform on Twitter relative to audience share. Top shows included: the X-Factor with 9.4m tweets over a year, The Brits, as a top single broadcast show, Doctor Who, which was the most tweeted drama during the year. Unsuprisingly, given the huge fan database on Twitter, the most tweeted documentary was Crazy About One Direction.
Ello, Ello, Ello
The new anti-Facebook social network Ello has burst onto the scene, with reports going viral on Twitter and Facebook, what is it, what does it do and why will you want to join?
Ello’s http://humanrightsfilmnetwork.org/xanax manifesto is quite simple; Ello believes a social network can be “a tool for empowerment. Not a tool to deceive, coerce and manipulate — but a place to connect, create and celebrate life.”
Quite deep stuff, and there’s nothing particularly new about the social network; its distinction is that it doesn’t allow advertising (at the moment) or does it sell users’ personal data.
It lists new features that will incorporate the likes of Soundcloud, Vine, Instagram and YouTube, along with a mobile app and privacy centre. Users will be able to follow people as either “friends” or “noise”, which isn’t disclosed.
It’s currently only invite only and there’s much debate as to whether or not it will be successful. Either way Facebook and Twitter critics say the networks should pay attention. For many users the grass is greener and for community managers its time to keep an eye on whether the big players will figure out why some users have a wandering eye.
Paid online media spend is top of mind at the PRCA’s Digital Report 2014 event
Wild Card’s head of digital client services, Colin Rose, recently attended the PRCA’s 2014 Digital Report event in central London. The event, which aimed to provide a benchmark on the PR industry’s performance with digital communications brought together an expert panel to discuss the learnings from the report’s data.
Unsurprisingly, the growing ‘digital PR’ industry was top of the agenda at the PRCA 2014 Digital Report event. There was a lively debate around the challenges that come with the pace in which this sector continues to evolve.
The report revealed that although there is a significant change from previous years, 46% of brands are still only spending just 1%-10% of their marketing budgets on digital and social media.
Danny Whatmough, Chairman of the PRCA Digital Group, commented: “Many agencies expect the percentage of digital revenue to rise between 21% to 30% in the next 12 months.”
For many agencies this is a substantial leap. To land a slice of this pie, agencies will be looking to evolve their range of services to attract an increased investment from new and existing clients.
When it comes to ‘above the line’ spending to push content out there through social, the panel agreed that it is a much more organic process and that everyone across the agency should to be clued up on how to do it – not just the digital team.
Danny Whatmough, Chairman of the PRCA Digital Group, concluded: “As trends throughout the world of social media and digital continue to change, brands and businesses look to ensure they stay ahead of the curve and agencies prepare to embrace the new vanguard of paid digital media.”
Read the full post event report here.