Home  › Social › Social Commerce
adobe-social-engagement

Adobe Says Social Media Changing Retail Marketplace

  |  October 28, 2013   |  Comments

Adobe's Social Media Intelligence report says that brands' social media efforts are paying off.

Retailers' investments in social media are paying off. According to Adobe's Q3 2013 Social Intelligence report, consumers are using social media throughout every stage of the so-called purchasing journey.

On Facebook alone, cost-per-click (CPC) is down 40 percent, while the click-through rate (CTR) is up 275 percent, leading to an increase in ROI of 58 percent.

Pinterest and Twitter are gaining in importance for ecommerce. Adobe Analytics found that, while Facebook still dominates when it comes to referring people to retail sites, those referrals are down 20 percent. Meanwhile, Twitter was up 258 percent, year over year, when it comes to referrals.

adobe-referred-visits

"With social growing as a whole, some of these other platforms are starting to take some share even though Facebook is growing along with them," says Joe Martin, senior analyst for the Adobe Digital Index.

The report analyzed paid search, earned social and owned social mentions, and it also looked at year-over-year changes and trends. The data is based on aggregated data from Adobe Analytics customers, comprising more than 130 billion Facebook ad impressions, 1+ billion Facebook posts, some 2.3 billion Facebook comments shares or likes, and more than 400 million unique visitors to other social sites. Adobe says its Analytics application is used by more than 12,000 companies, and it tracks around 60 percent of all ecommerce transactions.

"Pinterest is retail-specific, makes sense that they are referring traffic and also providing better revenue. There may be some niche sites that take over an industry and take that share from Facebook.," Martin says.

Adobe found some good news for Yahoo: Tumblr, the blogging platform it acquired is providing the highest sentiment (or positive feedback on a scale of one to 10) among social media sites. In other words, people are using it to say nice things about brands.

adobe-social-sentimentMartin thinks this may be because Twitter is often used for customer service questions and complaints. Adobe Analytics works with a third-party provider to track each social mention of a client and score the sentiment based on the words used. Adobe is working on an enhancement to this service that will go beyond "positive," "negative" or "neutral" to include emotion-based reporting. It will be "a little more pinpointed to how a person actually feels," Martin says.

There's more good news for retailers: Consumer are not only engaging more with brands, their engagement growth is outpacing brand messaging. Likes were 87 percent of all social engagements, but growth of comments and shares outpaced that of likes year over year, showing that consumers are willing to do more than simply click a button in response to brand messages. Overall, social engagement is up 115 percent year over year, while brand postings rose only 9 percent in the same period. Each brand post averages 945 likes, 88 shares and 58 comments.

adobe-social-engagementMartin says, "consumers may have more appetite for brand postings, because they are engaging and brands are maybe not posting enough."

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...