The State Of Social Media First Edition

The STaTe of Social Media

FIRST EDITIONJaNuaRy 2012 Data based on uS Internet browser population only.

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The State of Social Media

For years, industry experts and thought leaders have been advocating

for the adoption of social media as a key component of any marketing

strategy. By now, very few marketers need to be convinced. So what’s

next? How do you ensure that your social media efforts are as effective

as possible? Like any traditional marketing channel, the answers are in

the data.

The first step is to understand consumer behavior – before, during and

after their time spent using social media. Only then can you effectively

plan your campaigns, target your message and achieve optimal results.

In this report, we take a look at the numbers and analyze shifts in

behavior as it pertains to the most significant social networking sites for

marketers – Facebook, Google+, LinkedIn and Twitter.

Facebook

Did you know that as of September 2011, Internet users were spending

14% of their total time online on Facebook? The MSN and the Myspace

of our current Internet age, Facebook has found a way to be the number

one referrer to sites simply because people are spending the most time

there. On the clear up and up, Facebook garnered over 160,000,000

unique visits in November 2011, with a growth rate of 2.47% from the

month prior and 22.75% year over year. But what does this all mean for

marketers? How can you interact with Facebook and use it to garner

traffic, cultivate new customers, and engage with existing ones? Check

out the data and analysis below to take the first step in understanding

the ins and outs of Facebook and how you might use this to your

competitive advantage.

Facebook is the #2 on

the Internet with over

800 million active

users, half of which

sign in everyday.

Unique Visitors to Facebook.com (November 2009 to November 2011)

170,000,000

160,000,000

150,000,000

140,000,000

130,000,000

120,000,000

110,000,000

100,000,000

Nov-0

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Facebook garnered

over 160 million

unique visits in

November 2011,

growing 22.75%

year over year.

Keywords

Selected Keyword Referrals for Facebook.com (November 2011)

Keyword Search Referrals Share Average Time Index Total Time Index

login facebook 0.05% 2.20 5.61

yahoo mail 0.05% 2.17 5.41

craigslist 0.05% 2.17 4.60

facebook login 0.04% 2.47 5.04

fcebook 0.04% 3.15 5.99

facebook login help 0.04% 2.61 4.73

ebay 0.04% 2.61 4.68

facebook 0.04% 2.63 4.57

faebook 0.04% 2.23 3.82

wwwfacebook.com 0.04% 3.73 6.15

welcome to facebook 0.03% 1.84 3.04

acebook 0.03% 2.43 4.00

yahoo.com 0.03% 2.36 3.65

gmail 0.03% 2.42 3.72

faebook login 0.03% 2.37 3.47

youtube.com 0.03% 2.99 4.29

farmville 0.03% 2.62 3.75

We as marketers too often get tunnel vision when it comes to search

marketing. We tend to care about the keywords that we rank high in and

the ones working well in our industry. If we were to stop there, however,

we would surely miss out on many key insights tucked in Compete

PRO’s data. Often times, when beginning to analyze a platform for

potential advertisement or marketing engagements, it’s best to examine

which keywords have successfully driven traffic to their site, and of those

referrals, what percentage is Paid Share and what percentage is

Natural Share.

As we can see, Facebook is seeing many referrals keywords like “yahoo

mail”, “craigslist”, “ebay”, “yahoo.com”, “gmail”, and “youtube”, all brand

keywords not associated with their own brand. Here we uncover that

Facebook sees these companies as assets to its brand, in whatever

regard, and it feels that investing in connections between Facebook and

these sites will further its success. A marketer running a multi-channel

campaign centered around Facebook may want to start with one of

these affiliated sites as to increase the visibility of the entire campaign.

Examples of this could be sending out a complementary email campaign

linking to your Facebook page or creating a video on your YouTube

channel that you host on your Facebook page. When Facebook is

footing the bill, it’s wise to order everything on the menu.


Referring Sites

Top Growing Site Referrals for Facebook.com (November 2011)

Site Industry Category Visits +/- +/- (%) Incoming Share (%)

Change in Share

meebo.com Messaging and Chat 925,326 702,076 314.48% 0.03% 327.54%

bestbuy.com Electronics 1,018,309 601,489 144.30% 0.03% 151.16%

toysrus.com Children & Baby Needs 864,082 480,271 125.13% 0.03% 133.05%

walmart.com Mass Merchant & Department Store

3,867,318 1,967,254 103.54% 0.12% 110.07%

kohls.com Mass Merchant & Department Store

807,494 355,886 78.80% 0.03% 84.89%

target.com Mass Merchant & Department Store

1,530,295 619,777 68.07% 0.05% 73.31%

pinterest.com Specialty Portals & Search 1,721,009 626,354 57.22% 0.05% 62.13%

jcpenney.com Mass Merchant & Department Store

906,597 292,616 47.66% 0.03% 52.91%

yellowpages.com Local Search 948,834 296,214 45.39% 0.03% 50.25%

amazon.com Mass Merchant & Department Store

6,189,302 1,868,821 43.25% 0.20% 47.79%

Examining sites that direct visitors to Facebook is an important practice

for an online marketer looking to create social engagement with their

customers or prospects. Sites that send many referrals to Facebook

could be great examples of brands running successful social campaigns

linked with a Facebook page and thus building their engagement with

users, ultimately increasing their chances of conversion and retention.

Another situation that might be occurring is that the site is successfully

getting online users to create social chatter online via Facebook, which

boosts the brand’s publicity.

As the number one referrer to Facebook, Meebo.com is a site to watch.

As a compiler of personalized user interests, Meebo helps Internet users

navigate through the web and share content relevant to them. With

advertising as a component of their business, it might be wise for those

looking to run a Facebook campaign to advertise through Meebo.

As we can see above, the majority of the top growing referrers are

actually retail sites. Given that this data was pulled smack dab in

the middle of the holiday season, this comes as no surprise. Instead

of making an industry vs. industry analysis, this data gives us the

opportunity to examine who across the retail industry is having success

increasing their Facebook interactions and what their methods are for

doing so.

As Facebook’s

number one referrer

in November 2011,

Meebo.com is a site

to watch.


Think of Facebook as a giant pond filled with fish and your online marketing strategy as the fishing pole and lure.

Also, it is interesting to note the success that an education-based

gaming site is having in connecting with Facebook users. At #11,

coolmath-games.com holds .02% of the share of site referrals to

Facebook. We often see referral connections between gaming sites and

Facebook which might inspire brands to think about creating a related

online game themselves. If you are a retailer, maybe you would want to

think about building a holiday themed game showcasing your brand or

products and sync it with Facebook for social growth and engagement.

Outgoing Traffic

Top Growing Site Destinations for Facebook.com (November 2011)

Destination Site Industry Category Monthly Outgoing Share Change in Share

walmart.com Mass Merchant and Department Store 0.20% 82.42%

wizard101.com MMORPG Games 0.08% 79.50%

pinterest.com Specialty Portals and Search 0.16% 55.51%

target.com Mass Merchant and Department Store 0.07% 53.80%

amazon.com Mass Merchant and Department Store 0.35% 39.73%

blogspot.com Blogging Services 0.37% 11.53%

wooga.com Online Leisure Gaming 0.09% 10.31%

instagr.am Free Software/Downloads/AddIns 0.06% 9.63%

godvine.com Videos 0.15% 6.70%

twitter.com Personal Networking 1.31% 3.42%

Since Facebook is the #2 site on the Internet with over 800 million

active users, half of which sign in everyday, it is extremely important for

marketers to understand how their brands can integrate genuinely and

successfully into this social powerhouse. As an online marketer, how are

you going to meet your customers and potential customers where they

spend the most time and furthermore, how are you going to then entice

those users to make your page the next stop in their session? Think

of Facebook as a giant pond filled with fish and your online marketing

strategy as the fishing pole and lure. If you’re Wizard101.com, Pinterest,

Blogspot, Wooga, or Insta.gram, you’re either new to the neighborhood,

upgraded your equipment last month, or changed your technique. If

you’re Walmart, Target, or Amazon, maybe it’s just the perfect season

for you.

Since blogging service websites such as Blogspot (Destination #6) and

Tumblr (Destination #12) have seen recent success in referrals from

Facebook, think about starting a company blog if you haven’t already.

Since Facebook is home to short status updates, it gives to reason that

the syndication of more engaging content—like blog posts—would do

well to drive traffic to your site from Facebook. If you already have a

blog, don’t forget to incorporate Facebook share buttons and regularly

share your own content across company pages.


Just months after launching, Google+ saw nearly 15 million unique visitors in November 2011. (US only)

At #8, Instagr.am is, at its core, efficiently and simplistically integrated

into various social channels. Increasing in popularity and referrals from

Facebook, Insta.gram site isn’t even home to the application. Users on

the site are redirected to the App Store in order to utilize the program. It

becomes apparent that users are interested in documenting their lives

visually in real time. As an online marketer, you may want to create an

Insta.gram account yourself and document daily life at your office, your

city, and industry related events. Also, you could host an Insta.gram

contest based on a relevant theme and promote this heavily through

your business’s Facebook page.

Google+

Launched June 28, 2011 as an “invitation only” social platform, the

world waited with anticipation to see just how “circles,” “hangouts,” and

“sparks” might change the social media game. Marketers jumped over

to the drawing board to see just how they could pioneer themselves

with this new tool to a more engaged and bountiful social horizon. While

much is still left up to the imagination, the launch of brand Google+

Pages on November 7, 2011 has cut out an official place for online

marketers to set up shop and continue to promote their brands and

engage with potential customers in new and evolving ways. The fact

that Google+ is so young makes our analysis of how people are getting

to the social site and where they are going all the more exciting. Let’s

check it out!

Unique Visitors to plus.google.com in the US (June to November 2011)

16,000,000

14,000,000

12,000,000

10,000,000

8,000,000

6,000,000

4,000,000

2,000,000

0Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11


Marketers should

be aware of the

unique integration of

Google+ pages into

the Google search

algorithm.

Keywords

Keyword Referrals for Plus.Google.com (November 2011)

Destination Site Number of Referrals

google plus 40,259

google 30,919

google+ 16,804

google + 5,131

billy rios 4,854

gmail 4,665

google.com 4,550

beau hayden 4,395

boulton hayden 4,029

googleplus 3,540

Although most of the top keyword referrals are naturally associated with

the Google+ brand, we noticed a fair share of proper names in the top

search terms, leading us to believe that much like LinkedIn, Google+

will be heavily focused on personalization. We are also eager to see in

the coming months whether or not there will be an increase of search

terms with “+” tacked on, given the new functionality to search “NAME/

BRAND NAME +” in Google and be automatically redirected to the given

Google+ page. Marketers should be aware of the unique integration of

their Google+ pages into the Google search algorithm.

Referring Sites

Top Growing Site Referrals for Plus.Google.com (November 2011)

Destination Site Change in Share

inman.com 200.83%

1800petmeds.com 200.64%

oyez.org 199.84%

daringfireball.net 199.70%

10starmovies.com 199.56%

datpiff.com 199.18%

poolsupplyworld.com 199.13%

dailydealspanel.com 198.95%

ew.com 198.81%

lycos.com 198.66%

In the first 6 months of Google+, brands have tried to figure out how and

why they are going to get people to interact with their Google+ pages.

Given that Pages were just released this past November, this data is

perhaps the most telling for brands because it shows who has increased

their referrals to Google+ the most since the addition. Companies on

the list above might be successful in directing users to their Google+

page by inviting them to a hangout or other social campaign, or maybe

they are good at getting others to share their content on Google+, with

perhaps a prominent Google+ share button.


It’s time to start

utilizing the Google+

share button.

Outgoing Traffic

Top Site Destinations for Plus.Google.com (November 2011)

Destination Site Number of Referrals

google.com 202,698,646

facebook.com 19,064,380

youtube.com 8,122,006

yahoo.com 6,726,803

aol.com 3,398,454

msn.com 2,794,464

amazon.com 2,378,276

sparkpeople.com 2,365,293

lowes.com 2,283,122

blogspot.com 2,281,328

How are marketers capitalizing on an engaging Google+ Page and

converting visitors into leads? We took to our destination data to see

which sites people were going to after Google+ in month of November.

Unsurprisingly, we see that many of the top sites are also in the top

destinations from Google+. That piece of data isn’t insignificant by any

means; it just reinforces the idea that as a company you should have

a strong presence on the top players in the social media game so that

there is a chance to build upon the relationship you’re forming with users

at every step of their browsing session.

Aside from this, we see that Amazon.com, Sparkpeople.com, and

Lowes.com are all retailers that Google+ has redirected visitors to. It

would be interesting to research the kinds of campaigns and strategies

these companies may be implementing in order to cultivate traffic from

Google+. In addition, Blogspot.com is an interesting destination, as

we may infer that syndicating blog content through Google+ is an

effective tactic.


As of November 2011,

58% of visitors to

LinkedIn.com made

over $60k and 30%

made over $100k.

LinkedIn

LinkedIn, the social network for professionals, has been growing steadily

since it was created, and following a nearly $8 billion IPO this spring,

has seen even more rapid growth. Garnering roughly 25,000,000

unique visitors in November 2011, LinkedIn is clearly a social force to be

reckoned with and should not be discounted by their larger competitors.

Advertisers have a great market available to them with LinkedIn; as of

November 2011, 58% percent of the visitors to LinkedIn.com made

over $60k and 30% made over $100k! How will LinkedIn factor into your

competitive intelligence strategy? Read on to find out!

Keywords

Keyword Referrals for LinkedIn.com (November 2011)

Keyword Search Referrals Share

Paid Share Natural Share

Average Time Index

Total Time Index

weyland chan 0.02% - - 0.35 0.04

james barney shaw 0.02% - - 0.18 0.02

michelle chen odwalla 0.02% - - 0.84 0.09

edward mugits 0.02% - - 2.3 0.25

kurt meyer seattle 0.02% - - 17.05 1.77

george kottayil 0.02% - - 1.12 0.11

acuson and sales rep and los angeles

0.02% - - 4.3 0.43

odwalla accountant 0.02% - - 0.3 0.03

jim del ciello 0.02% - - 5.78 0.56

salarius pharmaceuticals 0.02% - - 2.53 0.24

james stoodt 0.02% - - 2 0.19

link in 0.02% 0.00% 100.00% 1.23 0.11

linkedln 0.02% 79.99% 20.01% 1.97 0.18

norma jeanne sewell 0.02% - - 1.08 0.1

susan cook, texas 0.02% - - 1.35 0.12

stella and dot tax analyst 0.02% - - 1.02 0.09

alex legrande 0.02% - - 11.28 0.99

french vocabulary 0.02% - - 0.02 0

Unique Visitors to LinkedIn.com (November 2009 to November 2011)

30,000,000

25,000,000

20,000,000

15,000,000

10,000,000

5,000,000

0

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Keywords driving

traffic to LinkedIn

are personal—most

are specific people’s

names.

As opposed to Facebook’s referrals, which come mostly from countless

misspellings of their brand name, LinkedIn’s keywords tell a more

personal story. Instead of searching for brands and companies, people

seem to be searching for specific names when they arrive at LinkedIn.

com. One potential option for marketers to take advantage of this

trend is to communicate more with customers through LinkedIn.

Like Facebook, LinkedIn gives marketers the advantages of talking

to someone who is using his or her real name, but Facebook’s users

are less likely to be interested in B2B products, simply because their

age range is much wider and many people consider their Facebook

accounts to be too personal to deal with a slew of marketing materials.

Researching and connecting with prospects with LinkedIn is a great way

to personally tailor your sales and marketing messages for individuals.

Referring Sites

Top Growing Site Referrals for LinkedIn.com (November 2011)


Change in Share

workinretail.com Job Search 26,977 17,982 199.91% 0.04% 223.85%

michaelhartzell.com Miscellaneous 20,237 12,758 170.58% 0.03% 194.44%

walmart.com Department Store 31,739 19,790 165.62% 0.04% 188.89%

jacquielawson.com E-cards 19,313 11,739 154.99% 0.03% 178.02%

organizationdirect.com

Miscellaneous 28,243 17,058 152.51% 0.04% 174.07%

mevio.com Videos 16,439 9,774 146.65% 0.02% 168.75%

woot.com Coupon and Bargain Search

20,445 11,595 131.02% 0.03% 150.47%

freeze.com Miscellaneous 17,895 10,083 129.07% 0.02% 148.94%

cbsnews.com News: World 17,450 9,778 127.45% 0.02% 146.24%

newegg.com Electronics 19,210 10,259 114.61% 0.03% 133.33%

The holiday season officially begins in November for most retailers, but

LinkedIn may have also seen some interesting holiday-style use this

year. The social network has seen a large rise in referrals from retail sites

since October 2011, perhaps due to people looking for seasonal holiday

work at retail stores. Add into the mix sites like Woot.com and NewEgg.

com, and It may be a safe bet that people are starting to use LinkedIn

as a primary social network—including both personal and professional

needs—and sharing deals and products with their LinkedIn connections.

Marketers should consider using LinkedIn to promote B2C and B2B

products through advertising and other promotions. As mentioned

above, LinkedIn is a great tool to personalize marketing campaigns for

your customers and prospective clients and staying current with how

potential customers use social media outlets like LinkedIn is a critical

component of how they will buy what you’re selling.


Outgoing Traffic

Top Growing Site Destinations for LinkedIn.com (November 2011)

Destination Site Industry Category Monthly Outgoing Share

Change in Share

indiatimes.com General Portals and Search 0.06% 143.14%

businessweek.com Magazines: Business 0.08% 134.17%

synacor.com Business 0.07% 60.51%

hootsuite.com Personal Networking 0.10% 54.11%

businessinsider.com News: Business 0.31% 51.38%

jobs-ups.com Job Search 0.97% 48.72%

tumblr.com Blogging Services 0.08% 45.93%

snagajob.com Job Search 0.06% 44.49%

ups.com Freight and Storage 0.09% 43.36%

cnet.com Shopping Search 0.06% 42.56%

As noted above, it seems like the more users that join LinkedIn, the

more that it’s becoming a social network like Facebook rather than

exclusively professional focused. By the increase in news sites getting

traffic from LinkedIn, it’s pretty clear that people are sharing interesting

articles with their co-workers and friends. Additionally, as the growth of

Tumblr.com has exploded in recent months, people seem to be using

LinkedIn as an outlet for sharing their personal blogs in addition to

business focused ones. For marketers, in similar fashion to how they

are using Facebook, should be starting to see LinkedIn as a personal

platform as well.

Twitter

The line between

personal and

professional

networking is

blurring.

Unique Visitors to Twitter.com (November 2009 to November 2011)

40,000,000

36,000,000

38,000,000

34,000,000

32,000,000

30,000,000

24,000,000

26,000,000

28,000,000

22,000,000

20,000,000

Nov-0

9

Jan-

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With over 140

million tweets every

day, Twitter is an

invaluable part of any

content marketing

strategy.

With their recently announced brand pages and expansion of promoted

tweets and users, Twitter is becoming a more valuable marketing tool

than ever before. By the explosive growth seen on the chart above, it’s

clear that Twitter is not going anywhere and brands should absolutely

consider making Twitter a part of their marketing strategies if they

haven’t already. With over 140 million tweets sent every day, Twitter is

becoming an invaluable component of any content marketing strategy.

Keywords

Keyword Referrals for Twitter.com (November 2011)

Keyword Search Referrals Share

Paid Share Natural Share Average Time Index

Total Time Index

kim kardashian twitter 0.09% 0 1 0.65 0.25

kamron mostofi twitter 0.09% 0.0477 0.9523 0.16 0.06

justin bieber 0.09% 0.0089 0.9911 0.96 0.34

justin bieber twitter 0.08% 0 1 0.45 0.15

india westbrooks 0.08% - - 0.76 0.25

jsarge10 on twitter 0.08% - - 0.21 0.07

leann rimes 0.07% 0 1 2.58 0.8

hatecheaters23 0.07% - - 2.81 0.87

twitter home page 0.07% 0 1 3.07 0.94

www.facebook.com 0.07% 0 1 0.52 0.16

channinbaby 0.07% - - 1.04 0.3

sam khan twitter 0.07% - - 0.61 0.17

kingjughead 0.07% - - 0.08 0.02

kim kardashian 0.07% 0 1 0.4 0.11

kasey mann 0.07% 0 1 0.34 0.09

brandi glanville 0.06% - - 2.08 0.56

twiiter 0.06% 0 1 1.16 0.31

ashley spivey on twitter 0.06% - - 1.75 0.47

Searching for celebrities is one of the most important search drivers to

Twitter. Twitter handles in the top 30 search referrals reveal names like

Chris Brown, Kim Kardashian, Taylor Swift, Leann Rimes, and Justin

Bieber. This is important to note for marketers as celebrity partnerships

with their brands may be a viable option to drive even more traffic. With

the additional promotion of these Twitter power users, and even minor

celebrities, brands will likely see a lift in interest to their websites. Also

interesting to marketers is that some celebrity keywords like “justin bieber”

are paid for by Twitter. They certainly know who their power users are, and

by using competitive intelligence tools like Compete PRO, marketers can

see who Twitter is trying to promote and take advantage of that.


Content marketers

take note: Twitter

has become a

media haven.

Referring Sites

Top Growing Site Referrals for Twitter.com (November 2011)


Change in Share

crackle.com Videos 49,354 32,791 197.98% 0.02% 185.88%

mevio.com Videos 1,160,557 762,280 191.39% 0.57% 181.50%

ehow.com Dictionary/Thesaurus/Encyclopedia

125,373 74,157 144.79% 0.06% 136.78%

whitepages.com Local Search 88,852 51,723 139.31% 0.04% 131.75%

theboot.com Music 43,821 24,371 125.30% 0.02% 118.18%

bestbuy.com Electronics 76,006 41,152 118.07% 0.04% 110.67%

aarp.org Geriatrics 44,325 22,930 107.17% 0.02% 100.00%

yuku.com Personal Networking 85,962 44,076 105.23% 0.04% 98.13%

cnet.com Shopping Search 132,272 66,715 101.77% 0.07% 95.21%

polyvore.com Fashion and Style 42,665 20,294 90.72% 0.02% 84.21%

As we’re sure you’ve guessed, Twitter is a great place for people to

share multimedia content, and the list of site referrals to Twitter.com

certainly reflects that. By producing more unique content, marketers

are sure to appeal to Twitter users who are likely to share that content

with their peers. Videos are of particular interest to Twitter users, and

driving more traffic to Twitter than ever before. Content marketers

should start to consider videos to be an important part of their content

strategies and become more involved with popular platforms like

YouTube, Crackle, and Mevio.

Outgoing Traffic

Top Growing Site Destinations for Twitter.com (November 2011)

Destination Site Industry Category Monthly Outgoing Share Change in Share

tmblr.co Miscellaneous 0.08% 817.78%

meebo.com Messaging and Chat 0.06% 262.05%

mevio.com Videos 0.42% 232.05%

cafemom.com Personal Networking 0.08% 138.82%

hulkshare.com Music/Video File Sharing

0.07% 67.65%

pinterest.com Specialty Portals and Search

0.12% 48.61%

celebuzz.com Entertainment and Celebrity Blogs

0.13% 47.54%

instagr.am Free Software/Downloads/AddIns

0.70% 40.80%

soundcloud.com Music/Video File Sharing 0.06% 28.89%

livejournal.com Blogging Services 0.13% 26.06%

Similar to incoming referrals, destination sites are primarily populated

with multimedia, specifically videos and music. Again, a great way for

marketers to take advantage of this is to develop a more robust content

strategy to include videos and music. One of the most interesting

increases in change in share is Pinterest. What was—only a few months

ago—a small social aggregation site has developed into what is sure to

soon be a social media powerhouse. Marketers should be encouraging

the use of Pinterest by their customers to aggregate content and jump on

the Pinterest train while they can still be seen as an innovative social site.


About Compete

Compete, a Kantar Media company, helps the world’s top brands

improve their marketing based on the online behavior of millions of

consumers. Leading advertisers, agencies and publishers rely on

Compete’s products and services to create engaging online experiences

and highly profitable advertising campaigns. Compete’s online panel —

the largest in the industry — makes the web as ingrained in marketing

as it is in people’s lives.

This report is part one of a series that will take you inside the most important

channels available to marketers and shed light on how and why changes in

consumer behavior should influence our approach to marketing. Stay tuned for

the next update!

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Documents

The State Of Social Media First Edition