Tuesday, March 27, 2012

Facebook Engagement Resembles Email

The study of 1,481 U.S. consumers 18 and older found parallels between why consumers like Facebook pages and opt-in to email lists, including a tendency to interact more with local businesses than with national companies.

Here are 10 key findings from the study:

  • Producing content that’s irrelevant or that over-communicates drives consumers to unlike and unsubscribe.
  • Despite the widespread use of mobile devices, 84 percent of consumers primarily access email from their computers.
  • The organization it is from and the subject line are the top reasons why consumers open emails from a business or nonprofit.
  • Lack of interest and over-sending are the top two reasons why consumers do not open emails from a business or nonprofit.
  • The top reason why consumers subscribe to a business’ email list are to receive discounts and special offers.
  • Consumers primarily like Facebook pages for discounts and promotions.
  • Consumers decide to opt-in to email and Facebook for similar reasons.
  • Over-emailing and irrelevant content are the top reasons why consumers unsubscribe from email lists.
  • One-quarter of consumers prefer to opt-in to local businesses over national businesses via email and Facebook.

Thursday, March 22, 2012

How Airlines Used Twitter In February 2012

Half Of Facebook Pages Have Less Than 256 Fans

That’s according to optimization firm Recommend.ly, which studied 1.7 million Facebook pages to arrive at that figure. Additional highlights include:

  • 31 percent of pages have fewer than 32 fans;
  • 25 percent of pages have between with 32 and 256 fans;
  • Musicians and bands had the highest average fan count, at 12,406, followed closely by actors and directors, at 11,622;
  • Politicians were tops in the average number of people talking about them, at 415;
  • 82 percent of pages had fewer than five wall posts per month;
  • Politicians had the most average posts per month, at 67.4; and
  • Admins of spas’ pages were most likely to participate in conversations, at 17 percent.

Tuesday, March 13, 2012

Facebook vs Twitter – What’s A Like, Share, Follow Or Tweet Actually Worth?

Key takeaways include:

  • 47 percent of customers are somewhat more likely to purchase from a brand that they follow or Like
  • 63 percent of companies say social media has increased the effectiveness of their marketing
  • A share on Facebook is the most highly-prized action in social media, with a value of $14, ahead of a Facebook Like ($8), Twitter tweet ($5) and Twitter follow ($2)
  • Moreover, Facebook fans are cheaper to recruit via a promotional campaign, with an average cost per Like (ALWAYS the key metric, as opposed to straight CPC) of $1.07
  • Meanwhile, a cost per follower on Twitter is a somewhat heady $2.50-4.00

Facebook Ads Use Strong Among Smaller Retailers

A survey of more than 100,000 retailers on Facebook, many of which have collected fewer than 500 likes, pointed to strong use of Facebook ads and a trend toward driving shoppers to Facebook storefronts via outside channels.

Ecommerce platform Payvment, which conducted the poll, found that nearly 40 percent of respondents were using Facebook ads, and 70 percent of those respondents saying they would do so again, with their reasons including:

  • Like and customer acquisition, 68 percent;
  • The ability to start and stop campaigns, 60 percent;
  • Facebook’s targeting capabilities, 60 percent; and
  • Ease of use, 55 percent.

Of the 30 percent who purchased Facebook ads but wouldn’t buy them again:

  • 68 percent said they were not successful in acquiring likes or customers;
  • 65 percent said Facebook ads are too expensive; and
  • 25 percent said they didn’t understand how to use the platform.

Payvment also found that the following non-Facebook methods were being used to drive traffic to Facebook storefronts:

  • Company website, 38 percent;
  • Twitter, 34 percent;
  • Email marketing, 30 percent;
  • Print ads, 12 percent;
  • Direct mail, nine percent; and
  • Google search ads, eight percent.

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