TweetReach Blog

Archive for the ‘ecommerce’ tag

The Week in Social Analytics #87

without comments

It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Stop Chasing Shiny Objects, Invest in the ‘Classics’ [from Mack Collier]

“No matter how many shiny tools you master, none of that will help you if you don’t understand your customers.”

And:

“There are two areas you need to focus on in 2014:

1 – Understanding how your customers are using these tools

2 – Understanding how customer behavior is changing because of emerging tools and technology”

Predicting The Social Future Of eCommerce For Small Business [from Viral Blog]

“It won’t be long before we’re buying certain products almost exclusively online, even if we’ve demoed them in person.”

Trust: Do We Believe Your Social Media & Content? [from Heidi Cohen]

On average, two-thirds of customers need to hear a company’s message 3 to 5 times before they believe it based on Edelman’s 2013 Trust Barometer. This ratio has remained relatively constant for the past few years.”

Emphasis orignal.

5 Tips for Creating Social Content That Stands Out [from Edelman; written by Alison Fleming]

“Find the white space that your community fills. Then, find a way to use social content to add value to your community members’ lives. Sure, you’re selling widgets too, but make content so great that people barely notice the product placement. Selling eReaders? Make an online book club. Hawking cameras? Make an online photography gallery. Social content 3.0 has a rich, deep narrative that can only be achieved through insights. Insights -> content -> engagement -> insights. Lather. Rinse. Repeat.”

6 Tips for Managing a B2B Crisis Using Social Media [from Social Media B2B; written by Allison Rice]

“But even though sites like Facebook, Twitter, and LinkedIn may make managing a crisis trickier, they can also help you communicate with your customers, demonstrate your commitment to them and bolster your reputation. In fact, a well-managed crisis can not only help you retain customers, but it can lead to new customers and additional deals.”

Empowering Employees with Social Media Improves Customer Relationships and Grows Revenue [from Social Media Today; written by Brian Solis]

“Organizations can no longer rely on inbound and outbound sales reps, people willing to jump through hoops and obstacles via call centers, or traditional marketing to boost awareness and demand. Customers demand engagement, in real time, and that takes human beings, training, and support.”

Here Is Your Future: 9 Experts Provide 29 Public Relations and Social Media Measurement Predictions for 2014 [from The Measurement Standard; edited by Bill Paarlberg]

“Wait a minute. How about last year’s predictions: How did those work out? As a matter of fact, many, and perhaps most, of last year’s 27 predictions came to pass. You’ll have to judge for yourself, however, which ones were actually Nostradamus-level prescient, as many were either loosely phrased (‘more Facebook commerce’) or very general (‘increasing interest in big data,’ ‘increasing mergers and acquisitions’).”

1 in 5 Social Network Users Likely to Make A Purchase Directly On A Social Network This Year [from Marketing Charts]

“Among Gen Y respondents (born 1980 through 1995), slightly more than one-quarter claimed to be either very likely (13%) or likely (14%) to make a purchase on a social network this year. That figure was matched by Gen X respondents (born 1962 through 1982), of whom 26% are likely to make a purchase.”

Men are also more likely than women to make a purchase directly on a social network (23% vs 14%).

4 Ways Twitter is Socializing TV [from Jeff Bullas]

“So what can TV teach us about how your business can use Twitter?

  • Companies and brands can use Twitter to provide valuable feedback from their customers and prospects
  • Twitter can be used to organise conversations at expos, conferences and presentations
  • It can assist in humanizing the brand that reveals the human side of the organisation
  • Twitter can include calls to action that ask people to buy, inquire or make booking”

Yahoo’s Tumblr-Based Tech And Food Sites Have Seen 10M Uniques Since Jan. 7 Launch [from TechCrunch; written by Darrell Etherington]

“Tumblr’s user base has grown 30 percent since March last year, Mayer says, and usage on mobile is faring even better, with over 50 percent growth between the same time and today.”

Written by Sarah

January 31st, 2014 at 9:11 am

The Week in Social Analytics #86

without comments

It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

2014 Edelman Trust Barometer [from Edelman]

“The technology industry continues to lead as the most trusted sector.”

3 Scientific Studies With Real Insight Into Social Media [from Convince and Convert; written by Pratik Dholakiya]

“As marketers, we can’t always wait for the data to catch up to our hunches, but we are foolish if we ignore it once it arrives, and the data is telling a fairly consistent story. Audience retention and interaction are key: reach is secondary.” (Emphasis original.)

If you read one piece today, make it this one.

Instagram Is The Fastest-Growing Social Site Globally, Mobile Devices Rule Over PCs For Access [from TechCrunch; written by Ingrid Lunden]

“According to research published today by the GlobalWebIndex, Instagram is growing the fastest of all social media sites worldwide, increasing its active user base by 23% in the last six months.”

8 Ways to Stand Out on Instagram [from Social Media Today; written by Stephanie Clegg]

“Your images are the most important thing on Instagram. You want to make sure they fit in with the feel and vibe of your brand but more importantly they have to fit in with the vibe of the Instagram community. Instagram is a thriving community and like on any social network, if you want to survive and succeed you are going to have to play by their rules.”

How Social Media Influences Purchase Decisions – Statistics And Trends | Infographic [from Invesp Blog; written by Khalid Saleh]

“4 in 10 Social Media users have purchased an item online or in-store after sharing it or marking it as a Favorite on Twitter, Facebook or Pinterest. 71% of consumers are more likely to make a purchase based on social media referrals.”

How SM Influences Purchase Decisions

Click through for full infographic.

The Rise of Visual Storytelling [from B2B Marketing Insider; written by Michael Brenner]

“All this available information and data is creating a battle for customer attention between brands, publishers, and each one of us who creates content. But more importantly, it’s forcing businesses to think and act like publishers.”

The answer to gaining some of this precious attention? Visual content.

Is Tumblr Right for my Business? [from Intuit Small Business Blog; written by Brenda Barron]

“Just because you don’t offer a visual product doesn’t mean you should avoid Tumblr. Your use of the site just might not be as intuitive at first.

In lieu of posting product photos, consider posting photos related to your products. For instance, eyeglass maker Warby Parker doesn’t merely offer photos of its high-end frames. . .The company promotes a lifestyle — what people who wear its glasses do — and sells indirectly by posting compelling content that goes beyond its products.”

And here’s a bonus video to check out from this week’s Digital-Life-Design conference: A conversation on creativity and tech, featuring David Karp, Georg Petschnigg, and Felix Salmon [DLD14 - On Creating Tech]

Written by Sarah

January 24th, 2014 at 9:33 am

Did Twitter predict Black Friday and Cyber Monday sales results?

with one comment

There’s been lots of talk lately about whether tweets can predict social and market trends. Recent data have demonstrated links between what’s posted on Twitter and the stock market, flu rates, even election results. So, what can Twitter tell us about shopping and holiday spending?

Early reports about this year’s Black Friday and Cyber Monday are looking good. Sales are up from last year – ShopperTrak says brick-and-mortar retail sales on Black Friday were $10.69 billion, comScore data indicate Black Friday online sales of $648 million and Cyber Monday sales of $1.03 billion. On the other hand, there have been recent discussions about the hype of Cyber Monday and how it’s just that – hype. These discussions focus on the fact that Cyber Monday is not the biggest online shopping day of the year at all, and its status as a shopping “holiday” is overstated.

So, we thought Twitter could help us understand more about the state of holiday shopping in 2010. In the days leading up to Black Friday and Cyber Monday, we used our new TweetReach Tracker to monitor and measure tweets about both days. We kept the Trackers pretty simple. For the Black Friday Tracker (BF), we gathered all public tweets that included the terms “Black Friday” or #blackfriday, and for the Cyber Monday Tracker (CM), we monitored the terms “Cyber Monday” and #cybermonday.

So, just how active were these Trackers? Well, they were the most active Trackers we’ve ever run (and that includes tweets about all kinds of celebrities, elections, news events, even TSA). In just four days, more people mentioned Black Friday than during the entire Brazilian presidential election in October. And how many people were talking about and how many saw tweets about these two shopping holidays? What does that tell us about Black Friday and Cyber Monday overall? Read on for answers. (FYI, in the following graphics, Black Friday is represented in blue, Cyber Monday in green.)

Who tweeted?

First, let’s look at how many people tweeted and who those people were.

Nearly 300,000 more people tweeted about BF than CM. As you’ll see throughout, Black Friday was more active in every way than Cyber Monday. It’s particularly pronounced here though, as 7 times more people tweeted about BF than CM. If we just used contributors as a predictor for BF and CM sales, then we’d expect to see about 7 times more sales on BF than CM. But, just glancing through the tweets themselves, we see as many tweets about how stupid Black Friday is (like this one) as tweets about people actually planning to shop.


Who was talking about BF and CM? We sorted the top 10 contributors by number of impressions generated. These are mostly news outlets and celebrities, with only a handful of retailers appearing even in the top 35 (including @amazongames at #11, @WalmartSpecials at #17, and @BestBuy at #31).

And then we sorted the top 10 contributors by the number of retweets they received. Celebrities, humorists and media outlets drove the most retweets (that Justin Bieber sure seems popular). The @amazonmp3 account tweeted about sales frequently in the days leading up to BF and CM, and each tweet received a solid amount of retweets. No other retailers got even close to the number of retweets Amazon did. We’ve seen this for a long time though; people like to get bargains, but they don’t necessarily spend much time reposting those bargains. Also, the number of news accounts represented in the CM chart could lend support to those recent arguments that Cyber Monday is mostly just media-driven hype.

How did they tweet?

Next, on to the tweets themselves. All those contributors posted hundreds of thousands of tweets. Take this graph of tweets per day for both BF and CM.

You can see that in the days before Black Friday, the numbers of tweets per day increased rapidly, culminating in 290,762 tweets on the Thursday before BF. Cyber Monday also saw increases each day leading up the day itself (ending with 68,976 tweets on Sunday before CM). Black Friday saw a great deal more conversation overall, though. In the four days leading up to BF, 641,233 total tweets were posted. In the four days leading up to CM, 120,888 total tweets were posted. That’s a ratio of roughly 5:1.

Most tweets about both BF and CM were standard tweets – around 3/4 of all tweets were regular tweets. Both CM and BF had about 17% retweets and a smaller percentage of replies.

What was the impact of these tweets?

The most impressive numbers are the reach and exposure metrics. Reach is the number of unique Twitter accounts that received tweets about a search term and exposure is the total number of impressions generated. [Note: When we say impressions, we mean the numbers of times a tweet was delivered to a Twitter feed, since there's currently no way to know if someone actually read a given tweet. There's more about how TweetReach calculates those numbers here.]

More than 43 million unique Twitter accounts received at least one tweet about Black Friday (and more than 20 million received tweets about Cyber Monday). These numbers aren’t as far apart as some of the other metrics, which suggests something about saturation. For example, we know from the Tracker that 93% of all contributors to the BF Tracker tweeted three or fewer times; lots of people tweeted a little bit. And only 2% of people tweeted more than 10 times, which means followers of some accounts got bombarded with BF messages (like anyone who still follows the 239 accounts that tweeted more than 50 times in 4 days about BF).

Cyber Monday had 1/5 as many tweets as Black Friday, but those CM tweets still reached 20 million different Twitter accounts, which is almost 1/2 of BF’s reach.

Black Friday generated far more exposure than Cyber Monday (728MM and 197MM, respectively). Again, that suggests that BF tweets were saturating Twitter – most people probably saw multiple BF tweets from multiple accounts. Both had huge exposure, though. They each generated hundreds of millions of impressions and reached tens of millions of Twitter users in just four days.

So, can tweets predict sales results?

Assuming the above-cited numbers are accurate (BF generated some $10-11 billion in sales, while CM was just over $1 billion), AND if we believe Twitter to be related to these trends in some way, then we’d expect to see significantly higher tweet stats for Black Friday compared to Cyber Monday. We certainly see that – some of these BF numbers are many times bigger than the CM ones. Marketers are going to have to work a lot harder if they want Cyber Monday to be as successful as Black Friday.

While it would be statistically irresponsible to call these data a prediction of sales results, the number of contributors seems like a useful metric to watch for future events, as it gives us an indication of participation. More than 7 times more people tweeted about Black Friday than about Cyber Monday, and that’s meaningful.

Written by Jenn D

November 30th, 2010 at 6:59 pm

Posted in Trends

Tagged with , ,