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Social Platforms Deep Dive

L2 Intelligence Report Social Platforms Deep Dive: What's in it for brands? This year's L2 Social Platforms survey covers 247 global brands and 15 social media platforms. Reason to Doubt Your Social Investments Paid search and email dwarf 9.82% social as sources 6.84% of customer acquisition over the past four years. <0.25% <0.01% Paid Search Email Facebook Twitter In addition, customers acquired via social channels register lower lifetime value vs. customers acquired via search." But The Value of Social Is Greater Than the Sum of Its E-Commerce Sales Google +1 0.40 Social Facebook Shares 0.34 Social Number of Backlinks 0.34 Backlinks Facebook Total 0.34 Social Facebook Comments 0.33 Social Facebook Likes 0.31 Social Pinterest 0.29 Social Of the top 10 factors that correlate with strong Google organic search results, 7 are social media-dependent.? Tweets 0.28 Social Percent Backlinks 0.25 Backlinks SEO-Visibility of backlinking URL 0.20 Backlinks Social Engagement Reflects the Dominance of the Visual-Mobile Web Community Size More visual and mobile-native platforms register 25X higher engagement than community-based platforms. Interaction Rate Monthly Active Users = Size 1.5% 111.146 1.46% 130 million n-210 1.2% 4,709 V 0.82% 13 million n=84 0.9% 0.6% 205.579 0.03% 210 million n-204 1,015,176 0.08% 1,060 million n=1,205 0.3% 601.035 0.03% 100 million n=86 0.0% 500,000 1,000,000 1,500,000 2,000,000 73,749 0.11% 48 million n=137 Community Size (millions) Facebook Users Do Repsond to Ads, Thanks to Re-targeting After launching Facebook Ad Exchange in August 2012, Facebook now accounts for nearly half of the retargeted clicks on the web. Total Retargeted Clicks July 2012 - December 2012 Standard Web Retargeting FBX Retargeting 2% 8% 100% 98% 20% 92% 35% 80% 45% 65% 55% July 12 August 12 September 12 October 12 November 12 December 12 Brands Are Experimenting with Both Video Platforms 35% of brands are active on Vine and 26% have experimented with Instagram video. Video Length 6 secs 15 secs Looping Image Stabilization Filters Cover Frame Embeddable Share to & Email Instagram released the new functionality of embedded video on July 12th Significant Wilcoxon test results on comments interaction rate between "video" and "image": p-value=0.010 Instagram is Bigger But Vine Video Yields More Engagement 1.94% 1.06% n170 Brand communities for Instagram are 40X larger than the average Vine community. However, brand videos register a slight edge on Vine in engagement. 0.17% 2.38% 1.24% n=402 0.10% Note: n is number of media on each category Instagram data based on 63 brands that have posted video between 6/20- 7/8 Download the Excerpt: L2'S INTELLIGENCE REPORT: Social Platforms Brands are still searching for the balance between promise and performance and, as costs increase, we'll likely see them scale back the number of platforms they invest in. 12 Social Platforms harketing doud 12 Sources: 1 "E-Commerce Customer Acquisition Snapshot", Custora, Q2 2013. 2 "SEO Ranking Factors - Rank Correlation 2013 for Google USA", Searchmetrics, June 2013. 3 AdRoll, February 2013. All L2 data collected July 2013. © 2013 L2 L2ThinkTank.com Interaction Rate

Social Platforms Deep Dive

shared by l2thinktank on Aug 09
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A high-level overview of L2's Social Platforms 2013 study, covering 247 brands across 15 different social platforms

Publisher

L2

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Business
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