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Big Data Innovation Summit, Las Vegas, January 22-23, 2014 2
Social Media, Mobile, and Big Data
Big Data
Actionable Intelligence
Big Data Innovation Summit, Las Vegas, January 22-23, 2014 3
2013 Internet Trends
Big Data Innovation Summit, Las Vegas, January 22-23, 2014
Social Media Grows in Double Digits
4
Big Data Innovation Summit, Las Vegas, January 22-23, 2014 5
2013 Internet Trends
Big Data Innovation Summit, Las Vegas, January 22-23, 2014 6
ShareThis Powers Social Web
Big Data Innovation Summit, Las Vegas, January 22-23, 2014
Leader in Sharing & Applied Social Intelligence
Ubiquitous Sharing Platform
User shares content to their social media channel of choice via ShareThis widget
Massive Data Collection
All shared content is indexed via keywords and user is cookied by keyword categories
Ads are served to users who have shared or consumed content related to keywords
Targeted Ad Here
Social Targeting
Highly effective ad campaigns have resulted in significant traction from premium brands
Superior Monetization
Big Data Innovation Summit, Las Vegas, January 22-23, 2014
Content Categorization Insights Audience
Modeling
Hadoop/HDFS framework
23+ Billion Monthly Events
Social Targeting
Data Processing Pipeline
Data Processing Pipeline
Big Data Innovation Summit, Las Vegas, January 22-23, 2014 9
Sharing widgets across 120+ social channels
Widget Stats for October 2013
Big Data Innovation Summit, Las Vegas, January 22-23, 2014
Mobile vs Desktop – a Sharing Study
81.6%
17.9%
0.6%
Desktop
Mobile
• On which devices are people most social?• How do people utilize social channels across their various devices?• What kinds of content do people share on desktop vs mobile?• When are people most social throughout the day on desktop vs mobile?• Which devices generate the most influential shares?
30 days - June 20134.9 billion desktop activities1.2 billion mobile web activities
Big Data Innovation Summit, Las Vegas, January 22-23, 2014
Mobile Web is Twice as Social as Desktop
Desktop Mobile0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
4.10%
7.70%
Social Sharing as a Percentage of Total Activity
Big Data Innovation Summit, Las Vegas, January 22-23, 2014
iPhone is the Most Social Device
iPhone Android Blackberry Mac PC iPad0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%12.4%
7.4%6.3%
5.0%3.9% 3.4%
Social Rate on Devices
All desktop
All mobile
Users are 3x more likely to share content via their iPhone vs their desktopUsers are 1.5x more likely to share on their iPhone vs all other mobile devices
Big Data Innovation Summit, Las Vegas, January 22-23, 2014
iPhone Generates the Most Influential Shares
Users are 14x more influential compared with the network averageMobile devices in general are more influential than desktop devices
iPhone iPad Android Mac Blackberry PC -
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
14.1
3.1
1.2 1.0 0.8 0.7
Influence = # of clicks generated by a share
Big Data Innovation Summit, Las Vegas, January 22-23, 2014
Facebook, Twitter and Pinterest Dominate Sharing on Mobile
14
Facebook domains sharing on both mobile and desktopPinterest is three times more represented on mobile than on desktopTwitter is twice more represented on mobile than on desktopEmail sharing is mostly on desktop
56.5%
9.6%
6.0%
5.0%
4.8%
4.1%
3.4% 10.6%
Desktop
FacebookEmailTwitterPinterestRedditTumblrBloggerOther
60.3%
0.1%
13.6%
18.9%
1.0% 1.3% 1.6% 3.2%
Mobile
Big Data Innovation Summit, Las Vegas, January 22-23, 2014
iPhone Users Share More on Facebook, while iPad Users Share More on Pinterest
15
Facebook represents 66% of total sharing on iPhonesPinterest accounts for almost 50% of sharing on iPad
66.4%
15.8%
14.2%
1.4% 0.7% 0.6% 0.5% 0.4%
iPhone
Stumbleupon
Blogger
Tumblr
Other
17.1%
15.7%
48.2%
4.7%
4.4%3.9%
2.7% 3.2%
iPad
Big Data Innovation Summit, Las Vegas, January 22-23, 2014
iPhone Users Share on Family, Entertainment, Health on Facebook, while iPad Users Share More on Food, Fashion, Home& Garden
Family Entertainment Health Technology Government Food & Drink Fashion & Beauty
Home & Garden Fitness0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Shared Content Percentage via Facebook on iPhone Shared Content Percentage via Pinterest on iPad
Big Data Innovation Summit, Las Vegas, January 22-23, 2014
Usage During the Day
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230.0%1.0%2.0%3.0%4.0%5.0%6.0%7.0%8.0%9.0%
desktop
mobile
Consistently high between 9am – 3pm
Going up through the day, peak at 8pm
Big Data Innovation Summit, Las Vegas, January 22-23, 2014
Mobile Contribution during the Day
3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 20%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
desktopmobile
Time of Day
Proportionally, more mobile at wakeup time and bed time
Big Data Innovation Summit, Las Vegas, January 22-23, 2014
Evening Most Social for both Desktop and Mobile Web
3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 -
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
Desktop social
Mobile social
Social volumes peaking at 8pm for both platforms
Big Data Innovation Summit, Las Vegas, January 22-23, 2014
Facebook, Twitter, Pinterest Consistently High on iPhone
20
Big Data Innovation Summit, Las Vegas, January 22-23, 2014
Pinterest Dominates Usages at Night on iPad
21
Big Data Innovation Summit, Las Vegas, January 22-23, 2014
What does it Mean for Marketers?
• Convergence of mobile and social, mobile strategy should include social & social strategy should include mobile
• Mobile is social, so reaching out to users during mobile moments can generate more influential social value
• iPhone users are most social and influential, so facilitate the use of the devices efficiently to drive social engagement
• Deliver messages catering to consumers’ interest on device with the right channel to drive engagement, e.g., family and entertainment via Facebook on iPhone; food, fashion, and home & garden via Pinterest on iPad.
• Prime time to reach consumers is around 8pm, when they are both social and mobile