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YouTube, Google+ and LinkedIn Drive The Most Engaged Social Referrals Danny Wong • Content Marketing, Shareaholic Reports
The fact is, many of us spend an egregious amount of time using social media (sharing tweets, commenting on FB posts, etc.). We lose ourselves in our ever updating feeds. The more curious among us even try to quantify the hours and minutes spent on social networking each day. But I’ve often wondered: What is our behavior post-click, when we actually interact with a link one of our friends shared socially?
To answer that question, we looked at the average visit duration, pages per visit, and bounce rate for visitors referred to our network of sites from each of the top 8 social media platforms.
Welcome to the first edition of Shareaholic’s ”Social Referrals That Matter” Report.
In this study, we looked at 6 months of data (Sept’13 – Feb’14) across our network of 200,000+ sites reaching more than 250 million unique monthly visitors to get a sense of which social network drives the most engaged visitors.
The above findings are represented as average values over the last 6 months for their respective categories: Time on Site, Pages / Visit and Bounce Rate.
Here are six noteworthy findings:
- YouTube is the undisputed champion. YT drives the most engaged traffic. These referrals have the lowest average bounce rate (43.19%), the highest pages per visit (2.99) and the longest visit duration (227.82 seconds). Why are visitors from YouTube so engaged? …because video itself is so engaging and viewers are likely to maintain a similar level of engagement with related content. Therefore, video watchers are especially receptive to links within video descriptions which complement the audio+visual content they just consumed. Another reason YouTube takes home the crown is because viewers are simply used to spending minutes — perhaps, hours — educating and entertaining themselves with awesome video and may have fewer qualms about taking extra time to discover more great content post-click.
- Although Google+ and LinkedIn drive the fewest social referrals, they bring in some of the best visitors. Google+ users, on average, find themselves spending north of 3 minutes diving into things shared by connections in their circles. They also visit 2.45 pages during each visit, and bounce only 50.63% of the time. LinkedIn users generally spend 2 minutes and 13 seconds on each link they click, viewing 2.23 pages with each visit and bouncing 51.28% of the time. Although many sites see minimal traffic from both Google+ and LinkedIn, now may be the time to invest in building communities within those networks if engagement really matters to your business.
- A referral from Twitter is as good as a referral from Facebook — at least, in terms of bounce rate, pages per visit and time on site. Tied in 4th place are Twitter and Facebook. Both types of visitors bounce the same (56.35% of the time), while Twitter wins the pages per visit category (2.15 vs 2.03) and Facebook users tend to spend more time on a site post-click than Twitter users do (127.44 seconds vs. 123.10).
- Pinterest isn’t exactly the social media golden child we all play it up to be.Coming in 6th, Pinners bounce as often as FB users and Tweeps do, but view fewer pages per visit (1.71) and spend considerably less time on site (64.67 seconds) than almost all of its counterparts, with the exception of StumbleUpon.
- Reddit users are the most fickle. Redditors are the most likely to abandon sites — on average, 70.16% bounce. For marketers, Reddit is a tough nut to crack. Its uber-loyal users are increasingly selective about the content that gets upvoted and are eager to downvote things they disagree with. Effectively, Reddit hates marketing. In the past, I’ve even encouraged site owners to quit Reddit. Naturally, I applaud (and envy) brands and businesses that do it right. An excellent example that comes to mind is Newegg’s involvement on /r/buildapc (h/tAGeezus).
- StumbleUpon drives the least engaged referrals. Post-click, users view a meager 1.5 pages per visit and spend 54.09 seconds on site. It would appear that StumbleUpon’s click-heavy — to “stumble,” “like” or “dislike” — focus makes users trigger happy to a fault. Users stumble onto the next thing rather than immerse themselves in the webpage SU recommends. Of course, not every recommendation SU serves will be spot on. Yet, in the instance that a user stumbles upon something that directly resonates with her/him, (s)he may even earn the title of “most engaged visitor of the day”.
Not a bad way to start a Friday…Starbucks and a webinar with Guy Kawasaki!
The McRae Agency’s Jessica Pate featured in the July issue of Arizona Foothills Magazine for tweeting for Arizona nonprofits, Ivy Foundation and T.W. Lewis Foundation!
79% Of People 18-44 Have Their Smartphones With Them 22 Hours A Day
By Allison Stadd on April 2, 2013 12:00 PM
Quick: what’s the first thing you do when you wake up?
Yawn? Hit the snooze button? Go to the bathroom? Brush your teeth?
If you’re like 80% of 18-44-year-olds, the answer is “check my smartphone.”
A new IDC Research report, conducted online with data from 7,446 Android and iPhone users ages 18 to 44 during a week in March, reveals some eye-opening mobile social media intel.
Facebook sponsored the report, so our sister site AllFacebook.com has the story from that angle, if you’re interested.
But here’s the lowdown from a less Facebook-specific perspective:
49% of the entire U.S. population uses a smartphone. By 2017, the percent of smartphone users is expected to reach 68%.
Four out of five smartphone users check their phones within the first 15 minutes of waking up. 80% of those say it’s the first thing they do in the morning.
79% of smartphone users have their phone on or near them for all but two hours of their waking day; 63% keep it with them for all but one hour. A full quarter of respondents couldn’t recall a single time of the day when their phone wasn’t in the same room as them.
Friday through Sunday, smartphone users spend 163 minutes communicating and using social media on their phones. Monday through Thursday, they spend 87 minutes.
So weekends are more social than ever, probably because social media is just that – social, connecting people in person and from afar online. And as Shea shared recently, another study showed that smartphone owners are considerably more social than their desktop counterparts.
The average number of social/communication apps that smartphone users have on their phones is 7.4.
The most common sentiment regarding smartphone is one of “connectedness,” far surpassing “overwhelmed,” “stressed out,” “burdened/anxious,” or “lonely.”
That connectedness engendered by smartphone use is followed closely by excitement, curiosity, and productivity.
Basically, smartphones have become pocketable personal computers rather than cell phones. And no matter the social networking you’re doing, chances are you’re doing it more deeply and often if you’re doing it on the go.
The Hidden Benefits of Social Media Marketing: Why Your Strategy May Be Working Better Than You Think
Stephanie Chandler, Contributor
Most businesses venture into social media expecting to see a big return on investment. The hope is that new customers
If you’re feeling a bit skeptical about social media marketing and whether or not it’s worth the effort, following are some reasons why it may be working better than you realize.
1. Brand Recognition – One of the most powerful ways to use social media is as a brand-building tool. With social media, you get to decide how you want to position your company and what you want people to know about what you do. With consistent effort and great content, you can build a reputation for your brand around your company’s values, benefits, and advantages.
2. Community – There is nothing like social media when it comes to cultivating a community. When your followers become part of your community, you gain instant access to them. That means you can find out what challenges they are facing and what they like and don’t like about your offerings. You can engage in ongoing dialog that can be more valuable than any kind of paid market research.
3. Repeat Exposure – There is an old marketing adage that says it takes six to eight exposures to a product before a customer decides to buy. A clear benefit of social media is repeat exposure with your network. You have the opportunity to remind them over and over again about what you have to offer, which can shorten your sales cycles dramatically.
4. Authority – For coaches, consultants, authors, speakers, and other service-based businesses, social media can be very powerful in helping you establish authority in your field—making you the go-to resource for your target audience to seek out for help. Share great content, answer questions, andserve your audience, and you will inevitably build loyal fans.
5. Influence – As your following increases, your influence grows. Having a substantial social media audience creates a snowball effect that can attract new customers, media interviews, joint venture partnerships, and all kinds of other opportunities. It’s a bit like when you see a crowd hovered around something. You can’t help but want to see what all the fuss is about, so a large audience will only attract more interest.
6. Website Traffic – Many people don’t realize that social media can be a leading traffic generator. When you share blog posts, videos and other content from your website, you give your audience a reason to click through and visit your site. Once there, you have the opportunity to inspire those visitors to take action by inviting them to sign up for your mailing list, make a purchase, or call to schedule a free consultation. Install traffic monitoring service, such asGoogle Analytics, and if you are committed to your social media efforts, you will clearly see that social media brings traffic. Also, make sure that your visitors receive a clear call to action when they visit your site so that you can convert that extra traffic into business opportunities.
7. Ahead of the Curve – Whether you realize it or not, your prospects and clients are checking to see if you are engaging in social media. I always find it a bit odd when I’m investigating a potential service provider online and I can’t locate a social media presence or worse, I find Facebook pages that haven’t been updated in months, empty Twitter feeds, and a clear lack of interest in engaging. Social media isn’t a fad and it’s not going away. Even if it’s not your top priority, if you stay current with activity, your prospects will notice.
8. Mindshare with Lurkers – There may be days when you wonder if anyone is paying attention to your social media networks. But if your efforts are consistent, I guarantee that more people are paying attention than you realize. Give it time and you’ll start to understand what’s happening behind the anonymity of the internet. You will eventually hear from people who say, “I’ve been following you on Twitter for ages. I love your posts!”
9. Competitive Advantage – The reality is that most of your competitors aren’t likely doing a very good job with social media (most companies aren’t), which gives you the chance to stand out. Also consider the flip side. If you avoid social media, you leave a big opening that allows your competitors to capture your audience.
10. Big Wins – While many businesses large and small are trying to justify the cost and time investment for managing social media marketing, an important benefit often gets overlooked: Big Wins. For example, if someone from LinkedIn connects you with a significant government contract, then that would certainly qualify as a Big Win. If a major media outlet finds you on Twitter and interviews you for a national article, then that is also a Big Win—one that you can’t measure based on revenues directly generated.
Big Wins don’t happen often, but when they do, they make it all worthwhile. It’s easy to forget results like these six months down the road you’re trying to assess whether your social media efforts are paying off. But that one contract you landed could cover your social media marketing costs for years. And that major media interview could lead to subsequent interviews and a line item on your resume that impresses a corporate sponsor three years from now. Never forget to factor in the Big Wins in social media.
12 things to expect from a PR firm
By Beth Monaghan | Posted: January 25, 2013
How should I choose a PR firm?
Each time someone asks me this, dozens of answers flutter to the forefront of my mind, but I always choose two fairly tangible criteria: fit and experience.
On the surface, it can be easy for all agencies to sound similar, which makes fit and experience crucial. You need an agency that understands your audience and your market, and the reporters you need to reach. Fit is equally important. You’ll be working closely with the PR agency every single day (and many evenings), so you’ll need to be able to work well with the assigned account team.
However, fit and experience alone will not make your agency successful on your behalf. Here are some important qualities you should expect form an agency that is committed to your success. You need an agency that:
1. Owns the process. You want an agency that will never say, “Well, we sent you the guidelines for the Forbes contributed article three months ago and never heard back.” Your agency should be a professional nagger—they should never let you be the reason for a missed deadline.
2. Pushes back. You are hiring a PR firm for its expertise, so find one that provides firm recommendations. If your account team is constantly nodding their heads and yessing you, there is a problem. The success of your PR program requires a team leader who can adamantly say no in the face of tough scrutiny when something just won’t work.
3. Knows when to give in. There are times when other company goals, such as sales campaigns, take priority over PR (for example, when a sales team is under the gun to meet quarterly goals and needs to push out a direct email campaign in advance of the press release). Your PR firm should tell you the optimal plan for getting great media coverage, but should also accept it when PR is not at the top of the list.
4. Makes it happen. Only clients should have the luxury of asking big questions without offering solutions, such as, “How can we maximize our attendance at an upcoming trade show?” Good PR firms know that the right response is a list of viable options, not more questions.
5. Surprises you with unexpected and creative ideas. Your PR firm should march to the beat of the PR plan, but they should also bring you unexpected and creative ideas. This demonstrates that they are paying active attention. Only intellectually hungry people will tie the right pieces together to make you relevant in a way that matters to the press.
6. Owns mistakes. If your agency needs to be right all of the time, it’s a problem. You need an agency that abides by the rules of crisis PR (even when the crisis is a very small one): tell it all, truthfully, and tell it now. This takes confidence and humility, but it is the sign of a great communicator.
7. Hustles. Look for an agency that is pushing you, not the other way around.
8. Writes well. Content marketing has changed PR forever. Adequate press release writing skills are no longer enough. You need an agency that can sift through mountains of information, zero in on the interesting angle, and ghost author an article for your spokesperson. Ask for samples, and look at the agency’s blog.
9. Listens intently. PR people are renowned great talkers. We need to be. However, we need to know how to listen, too. You need a PR agency full of the kind of analytical and open minds that can scan the conversation for points of interest, drive the discussion toward them and relate them to your broader industry.
10. Empathizes. You need a PR agency team that can imagine what it’s like to be you. What pressures do you face internally, from your board, from competitors, others? Is PR central to your role or tangential? Coincidentally, this skill also makes PR people great at media relations—we must imagine what it’s like to be each reporter if we have a prayer of selling a story.
11. Navigates options and contingencies like an attorney. There are many decisions we must make along the winding route between the pitch and the placement. You need an agency that understands the media landscape—which outlets (and journalists) compete, which reporters require exclusives, which ones care about embargoes, and which angles will compel coverage.
Sifting through these and responding appropriately when an embargo is broken or an exclusive falls through tests the skills of the best PR professionals, so make sure you have a team that can bend gracefully when a critical relationship is at stake, and hold firm when your company goals require it.
12. Thick skin. PR people sit in the middle of two constituents whose goals are not always aligned: the media and our clients. Finding the common ground that creates successful outcomes for both requires an ability to handle discord well.
4 myths about PR agencies spreading across college campuses
By Ryan McShane | Posted: January 15, 2013
During mentor sessions, students often describe their job-hunting progress and feelings toward different areas of public relations. It is evident that many myths are still looming across campuses, and I’m here to teach from my experience.
MYTH: An agency is always the best career starter
I have several arguments why most students should start their careers with an agency. Agencies help young professionals to discover their talents, broaden their knowledge, and develop relationships across the industry.
That said, several of my friends and colleagues have started their careers in-house and have achieved great success in doing so. Ultimately, agency public relations should be on your radar, but evaluate each job opportunity independently to find the right fit for you and your growth.
MYTH: Any agency will do
Again, I’ll concede that having agency experience on your résumé will help you gain future employment. As an internship director, it’s comforting to find candidates with prior agency internships under their belts, because it shows these folks likely have experienced (and survived) the fast-paced environment that faced them.
Pace aside, many agencies do not observe ethics and best practices, and some of those flaws may follow you in the form of bad habits or a “what not to do” case study. Don’t be that case study.
MYTH: Agencies are short-term jobs
This is a myth that I often hear when working with students and young professionals. It’s true that agency turnover is generally more volatile than in-house. Because of some of the things I mentioned above, agency practitioners often find opportunities to specialize in particular fields of interest.
However, many practitioners are cut out for a long-term career in agency public relations. Senior management often rewards this loyalty, as it sends a positive message to clients and the rest of the staff. A long-term agency path also enables you to maintain the fast-paced environment and diversified workload that many practitioners need to remain professionally hungry.
MYTH: Serving multiple clients will broaden my skills
Benefits of working on multiple client accounts include learning different sectors and honing time management skills. Conversely, young professionals who are staffed across too many accounts are unable to completely immerse themselves into their clients’ businesses and needs.
In addition, working with too many clients will likely limit growth opportunities. Imagine being staffed across four to five clients. After monitoring for coverage, clipping placements, and building media lists, you’d likely need to repeat the same process for your next client to keep up with the workload.
Many agencies lose great young talent, because they limited their professional development. However, other agencies recognize the importance of challenging their staff on a daily basis—limiting their accounts plays a big part of that vision.
6 PR and social media predictions for 2013
By Sandra Fathi | Posted: January 2, 2013
2. Governments (and war) go social. The 2012 election generated record-breaking activity onTwitter, and more recently, the Israel Defense Force and Hamas military used the platform to communicate to international government officials and the public about the violent Israeli-Palestinian conflict. As citizens in the U.S. and around the world demand increased transparency from governments, officials at every level from local to national will turn increasingly to social media to stay connected with their constituents. Social media will see an increase of political conversations in 2013, driving its adoption as a news source for citizens, traditional media, and the government.
3. The reputable journalist is revived. The rise of blogging and social media has increased the volume of online news and the speed at which it’s available, often at the expense of responsible reporting. Misinformation and rumors can spread quickly and trigger considerable backlash, especially when a news organization compromises accuracy in the name of speed (as evidenced by CNN and Fox News’s memorable misreporting of the Supreme Court ruling on health care reform). The citizen journalist’s 15 minutes of fame are running out and information-overloaded consumers will demand a higher standard of reporting in 2013.
4. PR goes mobile. PR practitioners have learned to draft compelling email pitch subject lines and deliver a message in 140 characters. The next step will be crafting mobile-friendly content as millions of consumers (and journalists) reach for their phones as their primary news source. The Daily taught us that it’s not enough to format a publication with a mobile device in mind; rather, the key will be developing content that effectively reaches the right audience at the right time. Delivery is king—but brevity is still queen.
5. Pictures tell the story. The rise of infographics, photo sharing, and visual storytelling will push PR pros and their clients to deploy messages visually in order to compete in a crowded content market. All Things D reported that in August, smartphone users spent more time on Instagram than on Twitter for the first time since Instagram launched in 2010. This is indicative of a broader shift toward visual content in the digital space. As the old saying goes, “A picture is worth a thousand words”; more important, it might also be worth your customer’s attention.
6. PR wins the social media battle. The debate over which corporate discipline “owns” social media is practically as old as social media itself; PR, marketing, branding, advertising, and customer service (just to name a few) all have skin in the game. As more businesses recognize the opportunities (and threats) that social media present to their corporate reputation, and the demand from stakeholders for direct engagement, they are reaching out to PR agencies and practitioners for support. PR pros, who have long been responsible for managing the dialogue between an organization and the public, will emerge as trendsetters in the social space by providing valuable communications counsel and achieving results that directly impact clients’ bottom lines.
A field guide to social media zombies
By | Posted: November 1, 2012
The U.K.-based price comparison website Confused.com has bravely taken on this assignment, compiling various social media zombies into an infographic to make them easily identifiable.
For instance, there’s the “foodie zombie,” who you’ll find carefully snapping pictures of a plate of food, then cropping those images and applying the perfect Instagram filter so it earns as many “likes” as possible.
There’s also the check-in zombie, who, thankfully, is the easiest one to avoid, because he lets you know his exact location: “At Starbucks, ordering my usual blonde roast with braiiiiiiiins.”
Don’t get cornered by any of these monsters. Check out the full infographic: