The Social Intelligence Report by Adobe Digital Index for Q4 2013 makes it clear that marketers who didn’t advertise on social networks during the holiday season missed out on high-quality traffic and click-through rates (CTRs) from social ads.
That said, it’s imperative to analyze and optimize each campaign to determine which ad-purchasing method is the most efficient.
Adobe Digital Index’s report looks at the effect social media has on brands from a paid, owned, and earned perspective.
The analysis is based on 260 billion Facebook ad impressions, 226 billion Facebook post impressions, 17 billion referred visits from social networking sites, and 7 billion brand post interactions, including comments, likes, and shares.
Adobe Digital Index’s Q3 Digital Advertising & Social Intelligence ReportAdobe
Facebook’s undisputed victory in ad personalization is driving Google to make changes to its advertising business, according to ADI's Q3 Digital Advertising & Social Intelligence Report.
How To Extract & Apply Social Intelligence from Twitter & InstagramAudiense
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The Ever Wonder Series is a private, educational discussion series offered for free to friends and partners of the Archer Group, aimed at adding clarity to some of the more complex issues surrounding Digital Marketing and Media.
Global Digital Advertising Report - Adobe Digital Index Q4 2014Romain Fonnier
Hausse du CPC sur Google et baisse du reach de Facebook parmi les données de l’Adobe Digital Index
Le 03/02/2015
nl953-logo-adobe
Adobe publie, en accès libre, ses benchmarks 2014 d’indicateurs de performance pour les achats en Search et sur Facebook (taux d’interaction, CTR, CPC…) dans son rapport «Global Digital Advertising Report - Adobe Digital Index Q4 2014».
Entre décembre 2013 et décembre 2014, le taux de clic a augmenté de +19% sur le référencement payant de Google, tandis que le coût par clic (CPC) a progressé de +8%.
Sur Facebook, le reach baisse globalement de -32% avec des différences en fonction de la nature des posts. Les vidéos sont stables tandis que les posts en texte baissent de 60%.
“Global Digital Advertising Report” Adobe Digital Index’s Q4 2014yann le gigan
Marketers continued to exhibit their proficiency with—and the efficiency of—search engine marketing on Google, according to Adobe Digital Index’s Q4 2014 “Global Digital Advertising Report.”
Social media gets more engaging with age - Adobe q1 2014 social intelligence ...Mediamaispasque
Social buzz, ads, and content can all be used as a way to reach and monitor individual
consumers. Facebook continues to dominate the social realm, but each social site has a
unique audience and route that can lead to more loyal fans, brand awareness,
and eventual revenue.
Adobe Digital Index’s report looks at the effect social media has on brands from a paid, owned, and earned perspective.
The analysis is based on 260 billion Facebook ad impressions, 226 billion Facebook post impressions, 17 billion referred visits from social networking sites, and 7 billion brand post interactions, including comments, likes, and shares.
Adobe Digital Index’s Q3 Digital Advertising & Social Intelligence ReportAdobe
Facebook’s undisputed victory in ad personalization is driving Google to make changes to its advertising business, according to ADI's Q3 Digital Advertising & Social Intelligence Report.
How To Extract & Apply Social Intelligence from Twitter & InstagramAudiense
Social intelligence can seem like a bit of a pipe dream - but it's a serious opportunity to gain strategic advantage in marketing. In these slides. we explain the social data ecosystem and how and why it needs special attention from marketers now.
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The Ever Wonder Series is a private, educational discussion series offered for free to friends and partners of the Archer Group, aimed at adding clarity to some of the more complex issues surrounding Digital Marketing and Media.
Global Digital Advertising Report - Adobe Digital Index Q4 2014Romain Fonnier
Hausse du CPC sur Google et baisse du reach de Facebook parmi les données de l’Adobe Digital Index
Le 03/02/2015
nl953-logo-adobe
Adobe publie, en accès libre, ses benchmarks 2014 d’indicateurs de performance pour les achats en Search et sur Facebook (taux d’interaction, CTR, CPC…) dans son rapport «Global Digital Advertising Report - Adobe Digital Index Q4 2014».
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Sur Facebook, le reach baisse globalement de -32% avec des différences en fonction de la nature des posts. Les vidéos sont stables tandis que les posts en texte baissent de 60%.
“Global Digital Advertising Report” Adobe Digital Index’s Q4 2014yann le gigan
Marketers continued to exhibit their proficiency with—and the efficiency of—search engine marketing on Google, according to Adobe Digital Index’s Q4 2014 “Global Digital Advertising Report.”
Social media gets more engaging with age - Adobe q1 2014 social intelligence ...Mediamaispasque
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consumers. Facebook continues to dominate the social realm, but each social site has a
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There’s no doubt about it: Digital advertising must be a non-negotiable component of your company’s digital strategy. With the increased brand exposure, conversion rate boost and audience targeting capabilities, the benefits of digital ads are clear. So why are some companies still afraid to take the plunge?
Robin Eldred, Communicatto’s Director of Advertising, explores 2018’s digital advertising landscape and covers everything you need to get started, including:
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How covid-19 has influenced the field of marketing.
Businesses of all sizes have been affected by the health crisis, and everyone has had to adjust their thinking and approach, as well as the implementation of their marketing plans.
Merkle Q2 2019 Digital Marketing Report for download, complete with detailed analysis on trends spanning the key platforms across paid search, SEO, display advertising and paid social. This edition of the report includes commentary on the impact of Yahoo’s move to exit the Google Search Partner Network, a rebound in the growth of Google brand CPC, the continued strength of Instagram ads growth, and much more.
The Tomorrow Lab Presents - Bing Ads For Your BusinessThe Tomorrow Lab
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Credence Digital Marketing Inc has evolved to be name which is continuously being linked with creative and innovative digital marketing strategies to aid the businesses in their campaigns to enhance greater customer engagement. Visit : https://www.credencedigital.ca/
In spring 2013, we conducted a workshop for a large newspaper. They had needed an outside perspective on the state of publishing, social media, digital etc. So we used that opportunity to put all our favorite cases and insights from the media industry into this one deck. It has been fascinating to observe how publishers all over the world have started to implement a lot of the ideas, we’ve mentioned here.
More then one year later, we’re still coming back to this presentation constantly. This is why we have decided to release it to the public.
In our latest digital marketing event, digital advertising was the topic of the day and our PPC expert Ruth Cowan shared some PPC insights including 5 myths and why you shouldn't believe them.
The 12 Key Takeaways from SocialMediaExaminer's Industry ReportWishpond
We've analyzed and synthesized SME's industry report to give you the 12 key takeaways you need to know.
We give you the facts and stats (complete with bar-graphs and pie charts) and then the concrete takeaway that ensures you understand what you're seeing and can apply it for yourself.
Check it out! And a huge thanks to SME for their comprehensive study!
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As the year winds down we round up.
How did we use social media in 2014? What did we post? When? How often? And on which platforms?
This presentations uses the newest data and reports to answer these questions and more like them.
Inform your next year's social media strategy by ensuring you're informed about this one!
Kinetic Social Ad Age Data Conference 2015Kinetic Social
Our CEO, Don Mathis stepped on stage with Kyle Harty and Wick Vipond from Allen Gerritsen agency to discuss how social advertising is coming of age and Sunoco brand success across-social network campaigns.
There’s no doubt about it: Digital advertising must be a non-negotiable component of your company’s digital strategy. With the increased brand exposure, conversion rate boost and audience targeting capabilities, the benefits of digital ads are clear. So why are some companies still afraid to take the plunge?
Robin Eldred, Communicatto’s Director of Advertising, explores 2018’s digital advertising landscape and covers everything you need to get started, including:
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How covid-19 has influenced the field of marketing.
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Merkle Q2 2019 Digital Marketing Report for download, complete with detailed analysis on trends spanning the key platforms across paid search, SEO, display advertising and paid social. This edition of the report includes commentary on the impact of Yahoo’s move to exit the Google Search Partner Network, a rebound in the growth of Google brand CPC, the continued strength of Instagram ads growth, and much more.
The Tomorrow Lab Presents - Bing Ads For Your BusinessThe Tomorrow Lab
Our headline speaker at the latest TTLPresents was Ashleigh Cochrane, from Microsoft, Bing Ads, who shared some of the new features of the Bing Ads platform.
Credence Digital Marketing Inc has evolved to be name which is continuously being linked with creative and innovative digital marketing strategies to aid the businesses in their campaigns to enhance greater customer engagement. Visit : https://www.credencedigital.ca/
In spring 2013, we conducted a workshop for a large newspaper. They had needed an outside perspective on the state of publishing, social media, digital etc. So we used that opportunity to put all our favorite cases and insights from the media industry into this one deck. It has been fascinating to observe how publishers all over the world have started to implement a lot of the ideas, we’ve mentioned here.
More then one year later, we’re still coming back to this presentation constantly. This is why we have decided to release it to the public.
In our latest digital marketing event, digital advertising was the topic of the day and our PPC expert Ruth Cowan shared some PPC insights including 5 myths and why you shouldn't believe them.
The 12 Key Takeaways from SocialMediaExaminer's Industry ReportWishpond
We've analyzed and synthesized SME's industry report to give you the 12 key takeaways you need to know.
We give you the facts and stats (complete with bar-graphs and pie charts) and then the concrete takeaway that ensures you understand what you're seeing and can apply it for yourself.
Check it out! And a huge thanks to SME for their comprehensive study!
Elisabeth Osmeloski, Director of Audience Development, Search Engine Land and Marketing Land, talks about her journey in selecting and implementing marketing automation, and the impact on revenue that has come as a result.
As the year winds down we round up.
How did we use social media in 2014? What did we post? When? How often? And on which platforms?
This presentations uses the newest data and reports to answer these questions and more like them.
Inform your next year's social media strategy by ensuring you're informed about this one!
Kinetic Social Ad Age Data Conference 2015Kinetic Social
Our CEO, Don Mathis stepped on stage with Kyle Harty and Wick Vipond from Allen Gerritsen agency to discuss how social advertising is coming of age and Sunoco brand success across-social network campaigns.
Instagram: the complete illustrated guide to ad-voidanceKayak Marketing
Nobody likes ads in their Instagram feed. Learn everything you need to know about how to eliminated ads on Instagram. This same technique can be used to filter or limit what ads do appear.
Instagram Ads, Publicidad en Instagram. Descubre cómo sacar el máximo rendimiento a los nuevos formatos publicitarios en Instagram y aprende a crear tus primeras campañas.
Fuentes:
https://es.wikipedia.org/wiki/Instagram
https://es-es.facebook.com/business/help/97624083242618
Blog vilmanunez.com
Blog dalealaweb.com
Blog webpsilon.es
A few weeks ago Pinterest announced the release of their Search Ads. While not yet available to brands and still in alpha testing phase, brands should be prepared to tackle the question of search and social integration as well as be prepared to think through how and why the new format should be part of their strategy.
We've put together a POV to briefly address some of those questions - with more to follow on the search integration aspect.
Snapchat Ads:
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- what kind of formats are available
- why you should consider ad campaign on Snapchat
- target on Snapchat
- Snapchat geofilters, lenses, looklike audience, remarketing, discover ads, live ads, movie
ads
- brands on Snapchat
With 400 million users and over 80 million posts per day, Instagram has become an essential element of social media marketing for business. In fact, businesses using it saw a 93% growth month-over-month in 2014. While other social media sites like Facebook, Twitter, and LinkedIn, are great for sharing and promoting content, Instagram is a way to humanize your brand.
It's not too late to get your business set up with Instagram, but when you do, it's important to go about it in the right way. Initial steps like writing your bio, experimenting with the best times to post, and which hashtags to use are all important to a successful Instagram account. You will also need to consider what the goal of your business's Instagram account is.
That's why Iconosquare and HubSpot have paired up to bring you this guide, where we look at all of the steps to getting started with Instagram for your business, from determining your brand guidelines, to the anatomy of the perfect Instagram post. Last but not least, you will learn how to measure your success in order to prove your efforts are worthwhile.
How well do you know Facebook? Lots of marketers use the platform to promote their content and drive new business, but how good is your knowledge, really? Is Facebook advertising proving successful for you or your clients business? Facebook have made an incredible amount of changes to their advertising platform since 2004, creating a host of different options to target customers including – Lookalike audiences, Dark Posts and Retargeting ads.
As Facebook continues to evolve the advertising platform presents marketers with a huge amount of opportunity to provide contextual advertising for dream segments of their customers. In this slideshare we set out to chart the evolution of Facebook as an advertising giant and what the future may hold for it.
Adobe Digital Insights reveals its latest report, based on over 183 billion visits to U.S. Online video data based on 12 billion
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Organic efforts alone is no longer enough to maintain your brand presence on Facebook. Learn from Adobe social media advertising expert how to use paid advertising within social media to improve your reach and engagement on Facebook.
IZEA's in-depth look at content marketing and influencer marketing in the United States, from the perspective of influencers, content creators, marketers and consumers.
How to Optimize Your Marketing Strategy in Times of ChangeFalcon.io
Times are changing, and so is your customers’ focus. Audience fragmentation and diversification in customer needs are posing a challenge for brands, who do not only need to personalize their content, but also meet their audiences where they are. For that reason, it is vital for brands to find new ways to engage with their audience through highly interactive and seamless digital experiences.
Taking a close look at Pernod Ricard's success stories of its brands like Absolut Vodka, Jameson, Havana Club, and Beefeater, this webinar will help you navigate the challenges of multi-channel campaign planning.
Focusing on the FMCG industry this webinar will help you uncover:
- Strategies for effective cross-channel social media optimization.
- How to ensure brand consistency across channels and teams.
- How to engage with an increasingly diverse audience.
Watch full webinar here: https://www.falcon.io/webinars/cross-channel-strategy/
Creating Long-Term Value via Influencer MarketingTinuiti
Influencer marketing is quickly becoming a channel that’s part of all comprehensive marketing strategies. So, what’s missing from this relatively, but incredibly exciting new channel? How to track and manage influencer campaigns, and scale!
2015 Online Marketing Statistics Real Estate Agents Should Know [Free Ebook]Placester
Want to find out what digital marketing trends occurred in 2015 — and which you need to pay close attention to in 2016? In our free ebook, we provide dozens of the most revealing online marketing statistics from the past year, featuring data on everything from SEO and social media to email marketing and analytics. So use these content marketing stats to formulate your real estate marketing plan for the next year, and be sure to tweet out your favorite stats to your Twitter followers!
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All of this illustrated with link prediction over knowledge graphs, but the argument is general.
2. ADOBE DIGITAL INDEX
Q4 2013 key insights
Facebook ad:
•
•
•
•
•
•
Click-through-rate (CTR) is up 365% year-over-year and 41% quarter-over-quarter.
Cost-per-click (CPC) rose 29% during the holiday season.
Cost-per-thousand impressions (CPM) is up 437% year-over-year and 51% quarter-over-quarter.
CPC, CTR, and CPM are all up in Europe and U.K.
Facebook ad click volume is up 125% year-over-year.
Facebook ad impressions volume up 10% year-over-year.
Facebook brand impressions and engagement:
•
•
•
•
•
•
Social engagement with brand posts is up 180% year-over-year.
Comments and shares are up 40% year-over-year.
Brand post impressions are up 150% year-over-year.
Quarter-over-quarter brand post impressions and engagement are down slightly.
Posts with images are up 10% and posts with links, text, or video are all down.
Posts with images produce a 650% higher engagement rate than regular text posts.
ADOBE DIGITAL INDEX | Q4 2013 Social Intelligence Report
3. ADOBE DIGITAL INDEX
Q4 2013 key insights
(cont’d)
Revenue per visit (RPV):
•
•
•
•
Facebook: up 72% year-over-year and 31% quarter-over-quarter.
Twitter: up 131% year-over-year and 84% quarter-over-quarter.
Pinterest: up 244% year-over-year and 69% quarter-over-quarter.
Tumblr: up 340% year-over-year and 38% quarter-over-quarter.
Referred visits and revenue:
•
•
•
•
Facebook share of referred visits is down 15% year-over-year, but up 2% quarter-over-quarter.
Twitter share of referred visits is up 125% year-over-year and 18% quarter-over-quarter.
Pinterest share of referred visits is up 89% year-over-year and 11% quarter-over-quarter.
In U.K., Pinterest overtook Facebook for referring revenue in Q4 and is up 50% quarter-over-quarter.
ADOBE DIGITAL INDEX | Q4 2013 Social Intelligence Report
4. Social media is rising beyond
just likes and retweets.
Social media continues to shape the digital marketplace with how brands can engage
their consumer. Whether its through a sponsored link on Twitter, an inline ad with
Facebook, or retail placement on Pinterest, an understanding of the current trends will
go a long way to producing a successful social media marketing campaign.
Table of contents
Paid social
Earned social
10 Recommendations/Predictions
01 Facebook ad CPCs and CTRs in U.S.
05 Social engagement growth and type
11 Glossary
02 Facebook ad CPM in U.S.
06 Social engagement rate and share
of post type
12 Methodology
03 Facebook ad CPC and CTR in
U.K. and Europe
04 Facebook ad click volume and
impressions growth globally
ADOBE DIGITAL INDEX | Q4 2013 Social Intelligence Report
Owned social
07 Share of social referred visits
08 Social RPV year-over-year increase
09 Social RPV in U.K.
13 Data tables
5. PAID SOCIAL
Facebook ad CPCs and CTRs in U.S.
Retailers competing for holiday shoppers resulted in higher
CPCs. Click-through rates are leveling off but are still much
higher than last year.
Facebook CTR
is up 365%
year-over-year.
The findings:
•
•
•
Facebook ad CPC is even year-over-year.
Facebook ad CTR is up 365% year-over-year.
Facebook ad CPC rose 29% during the holiday season.
The opportunity:
Most advertisers haven’t experimented with paid social yet. With
CTRs up and costs remaining low, advertisers should start using
paid social or use it more often.
ADOBE DIGITAL INDEX | Q4 2013 Social Intelligence Report
INDEX
AT 100%
Q1 ‘13
Q2 ‘13Q
Q4 ‘12
3 ‘13Q
4 ‘13
Facebook
CPC is even
year-over-year.
U.S. (Q4 2012 - Q4 2013)
1
6. PAID SOCIAL
Facebook ad CPM in U.S.
CPC, CPM, and CTR rates for Facebook ads are all
up, showing an increased need for marketers to
focus on optimization.
51%
The findings:
•
•
Facebook CPM up 437% year-over-year, and 51%
quarter-over-quarter.
CPC, CTR, and CPM are all up quarter-over-quarter.
The opportunity:
Advertisers face an increasingly complex optimization challenge
that requires balance between fixed cost (CPM) or transactional
cost (CPC) models. They should keep a close eye on rates and
optimal strategies to deliver maximum ROI.
ADOBE DIGITAL INDEX | Q4 2013 Social Intelligence Report
41%
46%
Facebook CPM
is up 437%
year-over-year.
51%
2013
GROWTH
29%
Q2-Q3 2013
Q3-Q4 2013
CPC
-10%
CTR
CPM
Q4 ‘12
INDEX
AT 100%
Q1 ‘13Q
2 ‘13
Q3 ‘13Q
4 ‘13
U.S. (Q4 2012 - Q4 2013)
2
7. PAID SOCIAL
Facebook ad CPC and CTR
in U.K. and Europe
Facebook ads are also growing in the U.K. and
Europe with CTR, CPC, and CPMs all on the rise
year-over-year.
The findings:
•
•
•
CPC is up 111% in U.K. and 25% in Europe year-over-year.
CTR is up 14% in U.K. and 172% in Europe year-over-year.
CPM is up 48% in U.K. and 61% in Europe year-over-year.
The opportunity:
U.K. and European retailers should look to capitalize on high
click-through rates (CTR) as costs continue to increase.
ADOBE DIGITAL INDEX | Q4 2013 Social Intelligence Report
Click through rate
Cost per click
CPM
3
8. PAID SOCIAL
Facebook ad click volume and
impressions growth globally
With clicks largely outpacing impressions, consumers
are showing that they may have a larger appetite for
ads than Facebook and brands think.
The findings:
•
•
•
Growth of Facebook ad clicks and impressions has slowed
quarter-over-quarter.
Facebook ad click volume is up 125% year-over-year.
Facebook ad impressions volume up 10% year-over-year.
The opportunity:
Marketers may not have advertised enough on Facebook in Q4
as clicks outpaced impressions growth.
ADOBE DIGITAL INDEX | Q4 2013 Social Intelligence Report
90%
Q3-Q4
GROWTH
20%
5%
IMPRESSIONS
10%
Facebook clicks
is up 125%
year-over-year.
Q3 2013
Q4 2013
CLICKS
INDEX
AT 100%
Q4 ‘12
Q1 ‘13Q
2 ‘13Q
3 ‘13Q
4 ‘13
Facebook
impressions
is up 10%
year-over-year.
FACEBOOK CLICKS AND IMPRESSIONS GROWTH
GLOBAL (Q4 2012 - Q4 2013)
4
9. EARNED SOCIAL
Social engagement growth and type
Consumers continue to engage with brands and
are beginning to engage more actively with
comments and shares.
The findings:
•
•
•
Likes produce 82% of all social engagement, but are
down 6% year-over-year.
Comments and shares are up 40% year-over-year.
Social engagement with brand posts is up 180% year-over-year.
The opportunity:
Brand post impressions dropped in Q4 after recent updates by
Facebook. Brands should look to incorporate paid impressions and
create more viral content to increase viewership of each post.
ADOBE DIGITAL INDEX | Q4 2013 Social Intelligence Report
Comments
are up 67%
year-over-year.
Post
impressions
is up 150%
year-over-year.
Q4 2012
Q4 2013
COMMENTS
SHARE
LIKES
DEC ‘13
SHARE OF BRAND POST TYPES
INDEX
AT 100%
DEC ‘12
Engagement
is up 180%
year-over-year.
GROWTH OF SOCIAL ENG AGEMENT
AND BRAND POSTINGS
(DEC 2012 - DEC 2013)
5
10. EARNED SOCIAL
Social engagement rate and share of post type
Brands continue to utilize the high engagement rate of
images, but are falling behind with video.
The findings:
share of brand
post type.
Posts with images are up 10% and posts with links,
text, or video are all down.
• Engagement rate for links, text, and video posts all decreased.
• Posts with images produce a 650% higher engagement rate
than regular text posts. Video content quality may be dropping.
•
67%
engagement
by post type.
74%
4.4%4.5%
Q4 2012
Q4 2013
The opportunity:
Marketers should look to incorporate a more diverse mix of
posts, so as to not oversaturate and decrease the engagement
rates of images. Brands also need to step up the quality of video
and images.
TEXT
LINK
IMAGE
VIDEO
SHARE OF
BRAND POST TYPE
Q4 2012
Q4 2013
(Q4 2012 - Q4 2013)
TEXT
LINK
IMAGE
VIDEO
SOCIAL ENGAGEMENT BY POST TYPE
(Q4 2012 - Q4 2013)
ADOBE DIGITAL INDEX | Q4 2013 Social Intelligence Report
6
11. OWNED SOCIAL
Share of social referred visits
The opportunity:
Twitter continues to grow the fastest in referral visits. Look
to incorporate promoted Tweets, as well as image and video
related content to capitalize on the growth.
SHARE OF SOCIAL REFERRE D
OF VISTS TO RETAIL SITES
WORDPRESS
TUMBLR
REDDIT
•
PINTEREST
•
Facebook share of referred visits is down 15% year-over-year
but up 2% quarter-over-quarter.
Twitter share of referred visits is up 125% year-over-year
and 18% quarter-over-quarter.
Pinterest share of referred visits is up 89% year-over-year
and 11% quarter-over-quarter.
TWITTER
•
YOUTUBE
The findings:
BLOGGER
FACEBOOK
Facebook still refers the most traffic, but Twitter and
Pinterest are growing the fastest .
18%
Q4 2012
Q4 2013
GROWTH SHARE
2%
Q3-Q4 2013
15%
GROWTH SHARE
Q3-Q4 2013
GROWTH SHARE
Q3-Q4 2013
FACEBOOK
TWITTER
PINTEREST
GROWTH SHARE OF SOCIAL REFERRED V ISITS
ADOBE DIGITAL INDEX | Q4 2013 Social Intelligence Report
7
12. OWNED SOCIAL
Social RPV year-over-year increase
Revenue referred from social media continues to
increase, especially during the holidays.
340%
The findings:
Facebook RPV is up 72% year-over-year and 31%
quarter-over-quarter.
• Twitter RPV is up 131% year-over-year and 84%
quarter-over-quarter.
• Pinterest RPV is up 244% year-over-year and 69%
quarter-over-quarter.
• Tumblr RPV is up 340% year-over-year and 38%
quarter-over-quarter.
•
The opportunity:
All social networks are referring a record amount of revenue
to retail sites. Pinterest, Facebook, Twitter, and even Tumblr
should all be a focus of marketers in retail.
ADOBE DIGITAL INDEX | Q4 2013 Social Intelligence Report
year-over-year
$1.22
$1.10
$0.93
$0.81
$0.71
$0.35
$0.27
$0.25
Q4 2012
Q4 2013
84%
69%
FACEBOOK TWITTER PINTEREST TUMBLR
REVENUE PER VISIT BY PLATFORM
38%
31%
2%
5%
6%
14%
Q2-Q3 2013 Growth
Q3-Q4 2013 Growth
FACEBOOK TWITTER PINTEREST TUMBLR
RPV GROW TH BY REFERRER
8
13. OWNED SOCIAL
Social RPV in U.K.
Pinterest overtakes Facebook in referring revenue
in the U.K.
The findings:
•
•
Pinterest overtook Facebook for referring revenue in Q4 and
is up 50% quarter-over-quarter.
Twitter RPV is up 63% quarter-over-quarter.
The opportunity:
Pinterest should be a focal point of every retail marketer.
Look for the popular network to surpass Facebook for
referral RPV in the U.S. in 2014.
ADOBE DIGITAL INDEX | Q4 2013 Social Intelligence Report
9
14. ADOBE DIGITAL INDEX
Recommendations and predictions
Overall 2014 will see continued growth in ad revenue as more marketers jump in and social media channels add
paid media capacity and capabilities. Marketers will continue to look for a balance between CPCs and CPMs causing
both to continue to fluctuate. To marketer’s chagrin, digital marketing, which was already confusing enough, is
getting more complex. It requires a balance between paid media programs across search, display, and social to
deliver optimal results. Marketers who follow a herd mentality or fail to capitalize on all opportunities will fall behind
in the race for high-quality traffic.
Social media channels are picking up steam and have their eyes on capturing a greater proportion of search dollars.
The real race will not be between social media channels, but between marketer’s allocation of dollars across search,
display, and social. Social media, however, risks alienating users while it courts marketers. We’re sure to see some
missteps along the way, but by 2015, we should expect to see a balance between content, advertising, targeting, and
privacy that marketers and users can all live by.
ADOBE DIGITAL INDEX | Q4 2013 Social Intelligence Report
10
15. ADOBE DIGITAL INDEX
Glossary
• Click-through rate (CTR): Clicks created per impression.
• Cost per click (CPC): Cost per click on an ad.
• Cost per thousand (CPM): Cost per thousand impressions of an ad.
• First-click attribution: Purchase attributed to the first click the consumer makes toward
purchasing an item.
• Geo-targeting: Posts targeting a specific region.
• Last-click attribution: Purchase attributed to the last click the consumer makes toward
purchasing an item.
• Return on investment (ROI): Ratio of revenue to cost.
• Revenue per visitor (RPV): Revenue made per visit.
• Social engagement: The volume of comments, likes, and shares received through social media.
• Social sentiment: Ranking social mentions from 1 (negative) to 10 (positive) in order to track
the effectiveness of social marketing efforts.
ADOBE DIGITAL INDEX | Q4 2013 Social Intelligence Report
11
16. ADOBE DIGITAL INDEX
Methodology
This report is based on consumer data to brand sites during 2012 and 2013. It is comprised of
aggregated and anonymous data from retail, media and entertainment, and travel websites. Ad
data does not include retargeted ads on social media channels.
Sample information includes:
• 240 billion Facebook ad impressions.
• 500 million referred visits from social sites.
• 1.5 billion Facebook posts.
• 6.3 billion Facebook comments, shares, and likes.
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ADOBE DIGITAL INDEX | Q4 2013 Social Intelligence Report
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