ROI Rankings: Facebook Deemed More Important Than Twitter and LinkedIn, Less Than Google
September 16, 2013 by MarketingCharts staff
AdAgeRBC-Online-Ad-Platforms-Ranked-by-ROI-Importance-Sept2013 Asked to rank 5 key online advertising platforms by importance in terms of ROI, respondents to a survey conducted by Ad Age and RBC Capital Markets put Google on top, giving it an average rating of 2.1 on a 6-point scale of importance, where 1 is the most important. Google edged out Facebook (average rating of 2.22), from which 9 in 10 respondents are seeing either improved (42.7%) or steady (48.3%) ROI over the past 6 months.
After Facebook, Twitter (average rating of 3.04) was deemed the next-most important for ROI, followed by LinkedIn (3.38), Yahoo (4.23), and AOL (5.6).
Respondents – a mix of marketers of clients (26%), ad agency employees (30%), and media company employees and consultants (44%) – appear to be satisfied with the support provided by Facebook for their advertising efforts. Almost half believe that Facebook’s support for advertisers has improved to some degree over the past 6 months, compared to only 1 in 10 who believe it has to some extent deteriorated. Additionally, roughly three-quarters are very (10.5%) or somewhat (65.2%) satisfied with the data and analytic tracking they receive from Facebook.
Given improving ROI and support, it’s not surprising that advertisers will be increasing their efforts: over the next year, a majority expect to significantly (11.2%) or moderately (44.5%) increase their Facebook advertising budget.
Interestingly, although Facebook is deriving an increasing share of ad revenues from mobile , advertisers don’t see much separation between the ROI of mobile and desktop ads, with a plurality (38%) rating them about the same. Slightly more than one-third feel that mobile ROI is much (7.7%) or somewhat (27.4%) greater, while 26.9% feel the same way about desktop ROI.
There’s more consensus when it comes to Facebook Exchange, used by about 1 in 5 respondents. Of those, two-thirds said it has been somewhat effective for their campaigns, with another 1 in 5 calling it very effective.
About the Data: The survey was conducted in August among 1,200 Ad Age subscribers.
Twittering a New b2b Business Tool
Friday, February 13, 2009
Don’t be distracted by the top-line data floating around the Web eco-system today about Twitter’s youth-oriented, social butterfly demographic. There is real business already going on here, especially among b2b publishers.
As the Pew Internet & American Life Project reported yesterday, use of micro-blogging personal update services like Twitter rose noticeably in just the last few months. About 11% of online adults now use these services, up from 9% in November. Clearly, Twitter is a youth-driven phenomenon, with penetration rates of up to 20% in the under-35 demo.
Have you Ever Used Micro-Blog Services?*
19% – 18 to 24-year-olds
20% – 25 to 34-year-olds
10% – 35 to 44-year-olds
5% – 45 – 54-year-olds
4% – 55 – 64-year-olds
2% – 65 and older
* Online adults
Source: Pew Internet and American Life Project
Despite the demographics breakdown, in sheer numbers, the median age of a typical Twitter user is 31, substantially older than the median age of MySpace (27) or Facebook (26) and closer to the professional network LinkedIn (40).
In fact, Twitter is fast becoming an interesting back channel for business media editors. Many b2b publications maintain their own branded Twitter feeds, such as InformationWeek, Financial Times and Wooden Horse, and generally they post links to new stories from their sites. While this is a rudimentary use of Twitter as another RSS-like distribution channel, the strategy does play into the habits of micro-blog readers who can subscribe to these updates. According to Pew, Twitter users employ microblogging as a way to learn about and swap pieces of information, usually in the form of shared links. In other words, much more than a casual channel of personal updates (“Whassup?” and “I am eating falafel”), Twitter is evolving into a valuable social media engine. The typical Twitterite (76%) read newspapers online, compared to 60% of the general Internet population, and 14% read newspaper content on their phones, versus 7% of typical onliners.
More interesting to business information publishers is Twitter’s growing importance as a way to connect with one another and an audience of like-minded professionals. PCMag.com’s Lance Ulanoff frequently queries his “followers” about what they would like to see in new technology. Former PCWorld editor-in-chief and Technologizer blogger Harry McCracken blends the personal and professional. IDG veteran Colin Crawford posts questions and news.
Editors are starting to follow BusinessWeek editor-in-chief John Byrne’s lead and use Twitter as a news and tip-gathering source. As Byrne goes into meetings with top business executives he often queries his followers for questions they would like to ask or he solicits his audience for ideas. “It is, without question, driving a lot more interaction with users,” Byrne tells minonline. “Our writers and editors now have more than 40 Twitter accounts, and they are regularly using Twitter for reporting purposes.” His writers covered the inauguration using Twitter posts from the Washington bureau chief. BusinessWeek.com put a twitter feed onto its main site for users to post ideas on how President Obama should direct the stimulus package.
Byrne also uses Twitter as another place to post links to new stories at BWO. “Twitter is showing up as one of our top referral domains,” he says. “It is still quite low in traffic terms, but the user response has been overwhelmingly good.”
Is your brand or company using Twitter in new and interesting ways? Reply to this blog with your take. Thanks!
2009 – 5 Trends That Will Change Media
Steve_Rosenbaum over at Always on wrote an amazing insightful post which I simply must share.
While some years I’ll post some thoughts about what may or may not happen in the year ahead, this year – the changes are so clear and the drivers so much in place that I’m going to go out on a limb and say what WILL happen in 2009: trends you can bet on.
1. The Growth of the Curation Economy
As the cost of the creation of content continues to come down, more content creators will come online. This will create a huge influx of unfiltered material, and create a significant demand for filters and editors who can find/sort/select and recommend contextual quality content within verticals. This “Curation” function has the potential to give media enterprises whose current business models are under tremendous pressure a new and important role in the web media world. What makes the Curation Economy so powerful, and so disruptive, is that the core resource required to building a high-quality curated experience is not capital, but knowledge. This will drive an emerging class of content entrepreneurs – people who are able to turn their trusted personal brands into high-quality filtered content destinations. As the number of publishers grows dramatically, content consumers will hunger for new trusted sources. These many creators and consumers on the move will fuel whole new businesses and categories.
2. The Emergence of targeted CPA/ CPC as Contextual Content Revenues
The assumption has always been that as more and more users shifted their media consumption habits from print and TV to the web, big brand advertisers would come along and bring their wallets with them. Well, so far that hasn’t been the case. As Bob Garfield wrote in his prescient “Chaos Scenario” http://adage.com/article?article_id=45561, mainstream cash just hasn’t signed on to this whole ‘new media’ thingy. The result has web sites scrambling to invent new revenue sources, subscription fees, or simply close their doors. But wait – not so fast. Consumers ARE spending money on the web. They’re arriving with intent, finding what they want, and swiping a credit card. This means there IS revenue – just not for big broad unfocused ads. So, watch 2009 as the year that Cost Per Action (CPA) and Cost Per Click (CPC) advertising starts to generate real revenues for content sites. And – don’t count out pre-roll video either. One New York based media co is reporting $40 CPM’s for their pre-roll ads, and they aren’t one of the existing cable channels re-purposing content from linear TV to the web world. This is a real magazine co with original content for the web and a $40 CPM. Stay Tuned!
3. The Merging of eCommerce and Content
It used to be that video content (what was then called ‘Television’) was little more than material used to fill in the space around the ads and attract viewers. Ok, that may sound grim, but it’s true. Content was there to draw ‘eyeballs’ so that large groups of people could be sold stuff. Yikes! That doesn’t sound very nice. Well, a few things have changed. While this Holiday Season was the worse ever for retail, Amazon posted the best sales in their history. Really. So, how did that happen? Well it seems folks who knew what they wanted went to Amazon and searched, and then compared prices, and purchased. This idea of intent driving commerce, rather than advertising creating a ‘demand’ for a particular brand or product, is turning Madison Avenue on its head. But, at the same time – there is some evidence that ecommerce and content are about to switch roles. Sites like Thwoop.com have created children’s destinations with free content, and given themselves a first crack at any purchases that the visitors might want to make. The idea that watching content is expressing ‘intent’ is both novel and explosive. My son likes Ben10, so he watches it on Thwoop.com, and then – well, he asks about buying a Ben10 lunchbox, or shirt, or dvd, or something. Content drives Commerce. Expect to see AmazonTV, EBayTV, LLBeanTV and tons more content channels from ecommerce biggies in 2009.
4. Digital Goods – Consumers begin to pay for content
Digital Goods is a broad concept for anything delivered in code. Music, eBooks, iPhone apps, photos – the list goes on and on. While we’ve seen the idea of ‘shareware’ on so many little bits of code for so long, the fact is that 2009 will be the year that Digital Goods will take off. Already the numbers from the iTunes store sales are dramatic – almost a million dollars a day in sale of iPhone Apps. That’s huge. Sure, folks look at the free apps first – but it becomes clear quickly that a few dollars can often get you a much better product. Apple has created a safe, trusted micro-payment economy around iTunes and the fact that only software that is tested gets into their iTunes systems is evidence that the Curation Economy is at play here too. But in 2009 you’ll see more video series, ebooks, photo collections, memberships, and subscriptions gain a foothold. There’s some real world reasons for this – web based digital goods are a better value than their real world counterparts in many cases. And other than the legacy of the physical experience (the paper of The New York Times, the Album Covers of old records, the binding of books) the reality is that digital delivery is better for the planet, and has both the long-tail efficiencies and creative freedom that gives digital creators the ability to lower costs (and therefore price). Middlemen who don’t add value should beware, Digital Goods delivery doesn’t require both a wholesale and a retail seller.
5. Cottage Media Takes Off
Media is a good word. It gets confused with journalism and other more narrow words – but used properly it’s a big tent that includes digital content in all its forms. Historically, Cottage Industries have been small mom and pop operations that run out of someone’s home office. And already we can see the emergence of a number of new voices and sources that are essentially ‘Cottage’ operations. More of the brand name content creators we know and enjoy reading/watching are building their own brands while they remain employed by their big media publishers. In 2009 this will change. While advertising may not be jumping into pure UGC anytime soon, the idea of trusted content brands moving to self-publishing is likely to cause quite a stir. Om Malik was one of the first to make the move – though his operation is clearly much larger than a ‘cottage’ it’s a whole lot smaller than his previous home at Forbes – his network of blogs has already become influential and respected. He’s hardly alone in this regard. Fred Wilson (avc.com) Chris Brogan (http://www.chrisbrogan.com), Michael Arrington (Techcrunch.com) Howard Lindzon (http://www.howardlindzon.com) are all building “Cottage” media businesses, some with a journalism focus, others simply blogging a point of view or to built community or conversation.
2009 will be a year of gut wrenching, dramatic, roller-coast change. Big things will get smaller, or die. Little things will survive and start to grow. Consumers will become creators. Lurkers will become participants. The volume of voices will expand exponentially – and the need for clarity and trusted filters will go from being useful to being essential. Just as MP3s turned the music industry on its ear, and Craigslist turned newspapers upside-down, the emergence of personal publishing and new forms of both trusted and Community Curation will have an immediate and long-lasting impact on media, commerce, community and politics.
2009 will be a year of change. And change is, by its nature, full of surprises. Stay flexible. Stay curious. What’s being constructed is a global knowledge eco-system that has world changing implications… for the better.
Posted by Steve Rosenbaum at Dec 30, 08 08:39 AM
Check out Xinu noted below, pretty slick one stop diagnostic overview of your Search results.
Social media measurement is one of those topics about which everyone has an opinion, but nobody agrees on the solution. The question about how to measure the return on investment (ROI) for social media participation comes up in every workshop I deliver, as definitive, statistic-based metrics seem to be the primary way communicators feel they can secure approval and budget for these programs from their management teams.
If you’re waiting for someone to provide that magic bean, then put away your watering can. It ain’t gonna happen. That’s one of the reasons why I tend to think that social media (by which I mean actual conversations and relationship building exercises, not widgets and Facebook fliers) is more aligned with the goals of a PR program than it is with marketing.
In the absence of any accepted metrics, businesses still need to be able to determine whether or not a social media program is moving the needle, moving product or otherwise making an impact. This largely depends on the company’s social media objectives. Because these dramatically differ based on the organization, it’s impossible to agree upon standards. That doesn’t mean we can’t measure ROI at the company level, though.
With that in mind, here are a few ways to consider measuring social media ROI for your business:
First, determine what you want to measure, whether it’s corporate reputation, conversations or customer relationships. These objectives require a more qualitative measurement approach, so let’s start by asking some questions. For example, if the objective is measure ROI for conversations, we start by benchmarking ourselves with questions like:
– Are we currently part of conversations about our product/industry?
– How are we currently talked about versus our competitors?
Then to measure success, we ask wheth Xinuer we were able to:
– Build better relationships with our key audiences?
– Participate in conversations where we hadn’t previously had a voice?
– Move from a running monologue to a meaningful dialogue with customers?
There are companies that offer services to assist with this kind of measurement, which requires a great deal of human analysis on top of the automated results to appropriately assess the tonality and brand positioning across various social media platforms.
If the goal is to measure traffic, sales or SEO ranking, we can take a more quantitative approach. There are some free tools that can help with this type of measurement, including:
AideRSS allows you to enter a feed URL and returns statistics about its posts, including which are the most popular based on how many times they are shared on a variety of social networking sites (Google, Digg, Del.icio.us).
Xinu is a handy website where you can type in a URL and receive a load of useful statistics ranging from search engine optimization (SEO) to social bookmarking and more.
In addition, you might look at how many people join your social network (or become your connection) in a given period of time, how much activity there is in your forum or what the click-through rate is to your product pages from any of these platforms that result in direct sales.
The key takeaway, regardless of how your company chooses to measure engagement, is that you have a success metric in mind before you begin. Without some sort of benchmark, it’s impossible to determine your ROI.
As I said at the beginning, this topic is one that has been tossed around in the blogosphere for a long time and this is an overview. For further reading, I recommend you check out Katie Paine’s blog, where the conversation about social media measurement continues to evolve. And I’m sure there are many companies that would be happy to automate this process for you. Look for their thoughts below in the comments.