ADI’s Social Intelligence Report 2015 – Facebook continues to dominate

Adobe Digital Index’s Social Intelligence Report 2015 is out and it comes with some interesting tidbits of how social media has evolved over the past year (hint: Facebook continues to dominate). Here are some interesting ones:

  • Interaction rates decreased YoY in major industries.
  • Image and video post interaction rates are down YoY.
  • Facebook ad CPC rates are flat while CTR is up 2x YoY.
  • Facebook impressions, or ads served, has dropped by half since last year (-47%).
  • U.S. consumers judge Facebook better than YouTube for serving ads of genuine interest.
  • Periscope has doubled its average daily mention count since adding Android availability in late May.
  • In terms of growth by industry, travel saw the largest increase YoY + 67%.
  • Social smartphone traffic is up 118% YoY.
  • Twitter overtook Pinterest in revenue per visit for 2nd place, after Facebook.

emplify-blog-facebook-growth

It’s interesting to see that click through rates doubled on Facebook while impressions fell. Facebook implemented a few changes to its News Feed over the year and many complained that impression fell after. It turns out that fewer ads lead to higher click-throughs so after all Facebook isn’t wrong about the change. With its latest change to click recognition, we expect to see a significant drop in click throughs for the year to come but marketers should be getting more values per click.

Another interesting point is that U.S. consumers preferred Facebook Ads to those served by YouTube (17%) as providing “genuine interest”. While video creators are still favoring YouTube over Facebook, Facebook is working extremely hard to unseat YouTube as the king of video consumption. Earlier this year, Facebook announced that its video uploads would be embeddable on other websites, and just this week it unveiled a new publisher tool that makes publishing and customizing videos easier. We will not be surprised to see Facebook’s continued growth in video next time.

emplify-blog-periscope-vs-meerkat

Lastly, streaming video apps gained its own section this year thanks to the Meerkat vs Periscope war. For now it seems like Periscope is leading with over 6 million total traffic since launch, nearly 3 times more than Meerkat. But that doesn’t mean the war is over – in fact Meerkat just launched live streaming from GoPro this week and it’s definitely interesting to see where they will be heading next (and if Facebook enters this market).

The full report is available here. Do you like Facebook’s domination in every category? Where do you think streaming video apps will go next? Let us know what you think in the comments below.

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Finding The Best Hashtag Tracker

There are plenty of hashtag tracker tools to choose from, and many have a free option you can take advantage of.  Here are some of the top apps with summaries from various reviewers:

Emplify

Emplify gives you the resources to pitch prospective clients, and you only pay after you win the account. It comes with Twitter and Instagram tracking, real-time data, white label PDF reports, sentiment analysis, influencer analysis, and engagement analysis (and it’s our solution).

http://emplify.io

Keyhole

Aurora Meyer has a great review of this product that tracks hashtags in Twitter, Facebook, and Instagram. You can see keywords, hashtags, and URLs. Her summary on PRBreakfastClub:

“In all, for a general constant monitoring of keywords and hashtags relevant to you that come with great graphs and more details than most other moderately priced services, Keyhole.co is a great option, especially for organizations who want to focus more on conversation and engagement than reach or eyeballs and impressions. As a bonus, Keyhole tracks can be shared with colleagues directly, in case they’re interested in tracking conversations while the event/bill is happening. Just share the URL and they won’t have to login to see the data updating in real-time.
Cons: If you forget to start tracking the hashtag (or turn it back on) you lose data. Only tracks 30 days worth of information.” – PrBreakfastClub.com

http://keyhole.co

HashTracking

Anthony Stretten has a review of Hashtracking, a tool that lets you track hashtags on Twitter. His report on liveandsocial.com summarizes the offering:

“Pros - Hashtracking offers an all round service with a good look for the analytics. Positively, you can also track hashtags for up to 30 days.
Cons - Pricing for 3 hashtags is $29 a month for personal use. I would argue that this is too small for personal use and people need at least 5-10 hashtags per account. There were also a few bugs while I was using it which became quite frustrating.” – liveandsocial.com

https://www.hashtracking.com

RebelMouse

RebelMouse finds hashtag conversations that are occurring in social media, and also has an integration with Google Analytics, RSS feeds, and content moderation.  RebelMouse can be embedded on a website to reflect the social proof your brand is getting from social media. The socialmediaexaminer has a great writeup by  on the platform here:

“Burger King’s #SATISFRIED campaign used RebelMouse to pull hashtagged Instagram photos into their website and show off how fans were being satisfried.

burger king rebel mouse page

RebelMouse embedded on the Burger King website.

Having people share the hashtag provided social proof for friends of friends and helped Burger King reach a wider audience.” – socialmediaexaminer.com

https://www.rebelmouse.com

Hashtagify

Hashtagify is popular because of its visualization features. Richard Sunley at talkwalker.com describes it here:

Sometimes when you’re trying to think of hashtags to use to promote campaigns or products you want to know how different hashtags are linked. Hashtagify shows you the different links between certain hashtags and allows you to see how closely linked and how popular they are. You can also see a selection of posts using a certain hashtag and the top influencers.  Of course you can access more features if you subscribe but the free tool gives you plenty to get started.” - http://blog.talkwalker.com/en/6-free-hashtag-tracking-tools/

Hashtagify

 

 

Photo Credit: Ryan McGuire

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Hashtag Tracking: Hashtags Heard ‘Round The World

Latest hashtag tracking trends for anyone interested it’s influence on society and the news.

#ThisIsACoup

The group around the #ThisIsACoup hashtag were intent on telling the world about how Greece was being taken advantage of by the Eurogroup. The following is their declaration about the campaign.

“#ThisIsACoup may have started in Barcelona, but it resonated around the world because it expressed a common sense of impotence of citizens in the face of globalised financial powers.

We decided to support Francesca’s call to launch an online campaign to support the democratic will of the Greek people in the face of extortion by the Eurogroup in its negotiations with Syriza. The scandalous Eurogroup proposals yesterday made last night the ideal moment to create a hashtag to express and, above all, coordinate, our outrage at the extortion the Greek government and its people were being subject to.

We’ve learned how to mobilise online from our counterparts of the Arab Spring and from our own experiences of occupying the squares of Spain.” - #ThisIsACoup

#ImStickingWithTony

Australia’s Prime Minister Tony Abbott had a hashtag hijacked to reflect the disapproval of many voters who tweeted their mostly comical reasons for supporting him.

#ImStickingWithTony because I don’t have time to be worried about the planet or human rights with all this ironing to do – Helen Fry, @frythehelen

#ImStickingWithTony because I’ve just mastered the womanly art of ironing, cooking and knowing my place in society. – Butt Medler, @OreoSpeedwagon_

#ImStickingWithTony because I missed the 1950s the first time around – JS, @stevo_top14

The backlash followed an open letter of support by Liberal backbencher Chris Kelly to his leader, and outlined the reasons he was “sticking with” Abbott. Mr. Abbot is calling the tweets “electronic graffiti”.

The Word ‘Hashtag’ Named Word of the Year by Oxford University

Oxford University Press, after analyzing over 120,000 short story entries by children who listen to BBC Radio 2’s 500 Words competition, found that children used hashtags to bolster what they said.

An example from one young writer:
“The only thing I knew for sure was that I was going to get eaten (# frightened!!!)”

Hashtag was chosen because of the prominence it had all of the entries. As well, Oxford took note of new words that were trending in the stories, such as “animatronic”, “chic, “baymax”, “shopkins”, “hillfort”, “grounders”, and “pointless blog”.

 

 

Photo Credit: Ryan McGuire

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