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.


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.


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 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).


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, 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.” –


Anthony Stretten has a review of Hashtracking, a tool that lets you track hashtags on Twitter. His report on 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.” –


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.” –


Hashtagify is popular because of its visualization features. Richard Sunley at 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.” -




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.


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


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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Social Media Drives Sales

Social media drives sales, and the best way to see the value of social media in the sales process is to measure how much consumers use it to discover, research, compare, and share their purchases.  Some interesting findings:

  1. 4 in 10 social media users have bought something either online or in-store after sharing on Twitter, Facebook or Pinterest.
  2. Half of social media related purchasing takes place within 1 week of sharing or favouriting the item.
  3. 68% of Facebook users  are “lurkers”, posting only occasionally, and looking at what others recommend or are talking about

There has been a lot of concern around “showrooming”, where consumers shop in a store and then search online to buy the item at a cheaper price. However:

“Our research suggests that the threat is overrated. We asked nearly 3,000 social media users in North America and the UK about their shopping habits, and only 26% reported regularly engaging in showrooming. But 41% said they practice what we call “reverse showrooming”—browsing online and then purchasing in stores. Pinterest is an especially popular driver of in-store sales: 21% of the Pinterest users we surveyed said that they bought an item in-store after pinning, repinning, or liking it, and 36% of users under 35 said they had done so. - Vision Statement: How Pinterest Puts People in Stores” – Harvard Business Review

 Charts from research done by Vision Critical provide more insight on the influence of social:

Social Media Engagement: Purchases

Social Media Engagement: Purchases

Source: How Social Media Drives Your Customers’ Purchasing Decisions

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Social Listening: Conversational Archetypes in Twitter

Pew Research analyzed thousands of Twitter conversations, and identified 6 different conversational archetypes. Each type of conversation network is shaped by the topic being discussed and the participants engaging in the conversation. It is interesting to note which of the different archetypes have connected or disconnected users.

There are polarized crowds – Twitter users who are discussing polarized topics and do not interact with other groups that disagree with them. Then there are the tight crowds, which are usually professional groups or conference-based topics where they are sharing information and ideas, and where users tend to be interacting and connected.

Next come brand clusters, where topics have large Twitter followings around brands or celebrities. There is usually mass interest but little interactivity between users. For brands this might be the place to innovate and create opportunities for engagement and connection between followers.

Community clusters are created around global news events, with groups forming around multiple news sources, and are usually disconnected from each other.  Also disconnected are broadcast networks which represent users who follow news pundits. Support networks are generated by organizations that respond to complaints and customer requests, another network with little interactivity between users.

Social Listening

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World Cup Social Media Just Gets Bigger

World Cup Social Media

It’s a great time to be listening for your brand mentions and engaging with your audience during the 2014 World Cup. World Cup social media will get a huge boost this year.

Because more people are participating in social media during the games, there’s a big chance they will be discussing a lot of other things as well, and sharing anything that adds to the conversation and the party! And the numbers are massive.

Take just one player, Cristiano Ronaldo. He has 26.5 million followers. His tweet about a Nike World Cup ad released on YouTube garnered 70 million hits on the video in just  a few days.

Many brands will piggy-back on this enthusiasm by creating promotions and events around the action. What have you got planned?

Twitter gears up: Nielsen says 60% of UK users will Tweet while viewing the games.

….the 2014 @FIFAWorldCup in Brazil, the countdown has begun, and the conversation is already heating up. Once the competition begins, the only real-time #WorldCup global viewing party will be on Twitter, where you can track all 64 matches, experience every goal and love every second, both on and off the pitch. – Twitter Blog

Brand marketers are predicting big numbers for all aspects of social media and social media advertising. Adidas will spend more on digital marketing than TV ads. Some brand marketing directors are predicting that the 2014 World Cup will be the most social event in world history.

Facebook talks about the “stadium in our pockets”:

“For the first time in 2014, we, all of us, are carrying around a mobile stadium in our pockets, where you will be watching, learning scores, team sheets, changes, injuries, substitutes – all of it – and sharing it,” he said. “That is a hugely compelling thing for a marketer.”  – Will Platt-Higgins, director of global accounts at Facebook in the Financial Times

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Why People are Following Brands on Twitter

Neilsen Research in the UK has released a report showing why people follow brands on Twitter. Not surprisingly, 52% are  looking for deals (and 33% are looking for freebies). 55% follow because they like the brand.

Consumers like to participate with the brands they follow. A large portion of Twitter followers of a brand want information about new products and services, or want to participate in contests and other promotions.

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Social Listening is a Skill and a Technology

social listeningSocial Listening: The Technology Can Be Purchased, The Skill Must Be Learned

Group A is asked to learn something in a second language, in the conventional way, by listening to and practicing texts spoken aloud. Group B is given explicit instruction on how to listen. The second group vastly outperforms the first group…why? From Annie Murphy Paul’s The Brilliant Report:

“ •  Skilled learners go into a listening session with a sense of what they want to get out of it. They set a goal for their listening, and they generate predictions about what the speaker will say. Before the talking begins, they mentally review what they already know about the subject, and form an intention to “listen out for” what’s important or relevant.

•  Once they begin listening, these learners maintain their focus; if their attention wanders, they bring it back to the words being spoken. They don’t allow themselves to be thrown off by confusing or unfamiliar details. Instead, they take note of what they don’t understand and make inferences about what those things might mean, based on other clues available to them: their previous knowledge of the subject, the context of the talk, the identity of the speaker, and so on. They’re “listening for gist,” and not getting caught up in fine-grained analysis.

•  All the while, skilled learners are evaluating what they’re hearing and their own understanding of it. They’re checking their inferences to see if they’re correct, and identifying the questions they still have so they can pursue the answers later.”

This type of listening, or “listening with intention”, is all about metacognition: or thinking about thinking. Researchers studying subjects who engage the metacognitive process when listening see that the subjects are not only better at processing and storing information, but also in implementing what they have learned with greater ease and confidence.

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