An occasional hurdle you face in social media marketing is the ‘Facebook only’ approach.

Depending on their level of social media knowledge and their need to show the big number internally, you’ll sometimes get a directive from a marketer to focus on Facebook at the expense of other networks.   After all, surely 900 million users can’t be wrong.

In fact, a study by Virtue showed that adopting several social networks in tandem with Facebook is the route to increasing Facebook engagement – depending on which networks you use by more than 50%.

The above chart speaks for itself.   When using Facebook only, brands had an average of five likes per 1000 fans, or an engagement rate of 0.5%.    When also using Twitter and Google+, that engagement rate  went up to 0.77%.

And what about Pinterest?   Brands that integrated Pinterest into their Facebook pages saw upwards of 60% in Facebook engagement rates.

Why is that?  Using multiple social touch-points gives you different options to share different content to different audiences.   Meanwhile, bringing in Pinterest and Instagram into your Facebook eco-system integrates both a highly engaged community and engaging visual content.

So to recap: A stat to remember and quote:  Using Twitter and Google+ in tandem with Facebook increases engagement by 50%.  Adding Pinterest to the mix makes that 60%.

(h/t @caff via Business Insider)

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In the wake of Facebook’s $1billion Instagram buy earlier in the month, one comparison that did the rounds is that Instagram will be to Facebook like YouTube is to Google.  A stand-alone (ish) network, that is the clear leader in what it does (so for YouTube online video, for Instagram mobile photography).

However, while YouTube may be the 800lb gorilla of video sharing, a few networks have managed to carve out their own roles – on positioning as opposed to numbers.   Vimeo for example, is a fraction the size of YouTube, but a lot of creative industry professionals prefer it for the interface, the community and the quality of content.

Though I don’t think anyone is going to catch Instagram on numbers for now, I similarly believe there is an opportunity for a ‘Vimeo’ to sit alongside Instagram’s ‘YouTube.’   Not everyone has been thrilled by Instagram turning from a 15 million user network at Christmas to a 50 million user one today, for example Apple marketing boss Phil Schiller quit the service citing the changing “signal to noise ratio.” 

So who will benefit?  There are easily a dozen Instagram like networks in existence, and it’s too early for the community to coalesce around one.    From the initial chatter, I believe four possible candidates are Via.me (which welcomes Instagram users with a banner on their site) Streamzoo, EyeEm and Tadaa.

Tadaa – growing by word of mouth

Tadaa is one I’ve seen a number of my own Instagram friends move to, and having played around with it for the past fortnight, I thought it worth doing an overview of it.   This is especially since Tadaa by and large hasn’t been included in the ‘Instagram alternatives‘ type articles published since the Facebook deal.

However, from what I can see 1st hand, Tadaa is a network that has been growing almost totally by word of mouth, without the oxygen of free publicity and I was keen to get some insights from Tadaa founder Niko Schoppmeier

The network and app

Tadaa is run by a team of five from Hamburg, meaning there is a parallel with the early Instagram that for a while also only had five staff.  Right now it is an Apple only app.   Again I had echoes from the early Instagram:  Niko told me Android was a possibility, but they wanted to do it right.

In fact, it looks like an iPad app will see the light of day 1st, something Instagram never got around to.

The basics of the network are similar to Instagram.  You put a photo through third party or the in-app filters, you upload it, you geo-tag it (optional), you share to Facebook and Twitter (again, if you want), and you add a comment.    You then follow other users, see their posts in your stream and have the opportunity to like and comment on their images.

However, there are also a lot of differences.  For starters, the navigation is unlike Instagram’s and (from comments I’ve heard) it isn’t to everyone’s taste.   Secondly, you can’t ‘@’ someone in Tadaa or use hashtags.   Both these are under review and Niko told me hashtags is possibly the number one user request.

On the plus side though, you can repost images and also reply to a post with your own image.     Also the in-app filters are infinitely superior to Instagram’s, tying in with Tadaa’s premium positioning (see below).

Finally, Tadaa has something called ‘Tadaa dollars’, basically a score that measures your likes and influence (like Klout, I personally tend to ignore it).

The numbers

Not surprisingly, Tadaa wouldn’t give away any numbers.  Niko did however mention that the network had seen two recent peak periods.   One, in early March when they released version 4 of the app and got a lot of good press in their native Germany.

Here Nikko let slip that they got 150k new members     The second wave, and this was global and much bigger, came post Facebook / Instagram.   At the time, Tadaa also put up a note saying its servers had briefly been down due to the stampede of sign-ups.

The one impressive number however comes around engagement.  Apparently 20% of users post more than 10 images a day.   Compare that to Twitter, where only 25% of users are even moderately engaged.

What’s the vision, and what is the potential for brands?

When I put the Vimeo analogy to Niko Schoppmeier, he agreed.   Time and time again he emphasised Tadaa’s role as a high-quality network for iphoneography enthusiasts as well as semi-professional photographers.

That I think makes Tadaa interesting for brands if the aim is to generate high level content and to tap into a community of super-engaged users.   Any competition or promotion does however need to factor in the point that standards on Tadaa are high.

Finally, the ‘reply’ function on Tadaa is useful, especially given the lack of hash-tags for the moment.  This means people enter a competition or challenge by replying to a master image.

Tadaa’s future success – the community is key

Niko correctly pointed out that Instagram might also have had five staff members at one point, but that this was only half the story, with the other part being how a community grew up around the network.

That’s something I’ve noticed within Tadaa and it is something that will be key to its success.   The numbers are still relatively small, but as I’ve mentioned, they are engaged.    There are also embryonic user groups and accounts starting up, for example the lndtadaa group now runs a challenge every week.   These groups will potentially serve as the glue that keeps the most committed users there.

As a result, though it’s not made as much noise in the tech press as other Instagram competitors, Tadaa is an interesting player in this space, and one to watch.

(I’m dirktherabbit on Tadaa as well as Instagram, find me there!)

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• Tadaa Vs Instagram (littlelindiline.wordpress.com)
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The Rabbit Feed on Instagram – 2.0

Yesterday afternoon (UK time) Instagram for Android finally saw the light of day.    The result?  Three million new sign-ups over night.   On Monday when checking the latest Instagram numbers for a presentation I counted 28.7 million odd.   Today at Noon (London time), the total stood at 32 million – 32,104,009 to be precise

What does this mean for Instagram, will this trajectory continue?  Yes and no:

Just because Android is here, we can’t assume numbers will double.   It’s more important to look at user behaviour as opposed to handset sales, and the fact is most activity on the mobile web comes from people who have Apple devices

As a result, Instagram may not hit 60 million this year – but 50 million is entirely realistic

However, whether we are talking 50 or 100 million, Instagram is now the world’s biggest mobile only social network (aside from a number of China specific networks which have more users).   It is now in the top social media tier and if brands haven’t considered their visual social media strategy they need to start now.

At Rabbit we’ve put together a “Rabbit Feed” guide to Instagram, giving brand marketers who may not be that familiar with the network an introduction along with some suggested next steps.   It is embedded above and you can also download it here.

(Re-posted from my original article up at Rabbit)

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One of the first resources we created when starting Rabbit in early 2010 was a list of 20 free social media evaluation tools.   Not measurement, evaluation.  Tools that will give you some form of meaningful data that you can use in reports.  And ones that don’t cost anything.

Fast forward almost two years and a lot of that list is out of date, with many of the originals no longer being around or having ‘upgraded’ to full paid for services.  As a result, it’s time for a refresh.

This is by no means an extensive list, there are other tools around in addition to these, but even a few of them together will provide you with meaningful intelligence.   The 20 are as follows:

1 – Alexa.com
Gives you stats on websites, including global rank, country rank, number of sites linking in, and good basic audience data including demographics.

2 – Amplicate
Like a lot of services, Amplicate operates a fremium model.   A quick search, which will give you a ‘hate’ vs ‘love’ snapshot for a brand is free.   Pay $19 and you get a year’s worth of data.   And for $199 you can download various industry reports.

Amplicate also has a blog with various useful bits of information (for example, apparently half of online chatter about Foursquare in 2011 was negative ).

3 – Board Reader
Board Reader will search for mentions across forums (including sites like Quora) and will also churn out a chart based on mentions over time.

4 – Blogscope
One of the giants in professional sentiment analysis alongside the likes of Radian6 and Lithium is Canadian research firm Sysomos.   Sysomos originated from University of Toronto research and in fact, some of that is still live on Blogscope.

We’ve had periodic problems connecting to the site, but when its live, it is good for a free service.  The charts it produces aren’t pretty, but they are useful.

5 – Facebook Insights
This should be standard for anyone who works in social media.   Free to access for any Page admin, this provides an in-depth picture of fans’ interactions with your page.

This allows you to post content at the most optimum time, to identify the type of content your fans engage with the most and gives a pretty accurate demographic breakdown. Knowing where your fans come from and what they do on your page when they get there allows you to tailor your strategy more effectively.

6 – Follower Wonk
Follower Wonk makes sense of yours, or someone else’s Twitter feed.  You start with 150 credits, with every search costing 30-40 credits (the idea being that after that you pay).

Follower Wonk is useful in giving you the equivalent of the Facebook ‘friends of friends’ metric, you can dissect a Twitter feed to see what type of users they reach in terms of followers and influence.

7 – Feed Compare
A lot of blogs run their RSS feeds through the Google-owned Feedburner.  If they do, you can run them through Feed Compare to look at subscriber numbers – arguably a more useful metric than visitors as this measures engaged users who subscribe to a blog via a feed.

8 – Google Insights
One that is easily overlooked is Google’s Insights tool.  This is not only useful in tracking brands, but also sector specific areas and how they work across different regions.

For example, Google News – cheese vs milk vs butter in the UK

9 – How Sociable
Though as with many of these services, the idea is to get you to subscribe (starting at $19 a month), a free search will give you a range of influence metrics across different social networks.   Useful if you track over time, or are doing a quick competitive search.

10 – Ice rocket trends

In addition to running a blog and news search engine, Ice Rocket has a trends tool.   This allows you to compare a number of search terms, giving you a basic graph of how they compare in share of voice.

11 – Klout / Peerindex / Kred

The three main sentiment scoring systems, Klout is trying to establish itself as the de facto industry standard, while Kred is the newest entrant and one that shows a lot of promise.

Services like Klout do have flaws (we’ve explored these more in our Rabbit Feed on influence), but both Klout and Peerindex are useful for the ability to create lists which can be public or private.   Essentially you can set up a league table of brands across a certain industry sector and track their scores over time.

12 – Mention Map
A great visual tool, Mention Map tells you who an Twitter user speaks to the most.   Good for tracking the influencers of influencers.

13 – Social Mention
An excellent free social search engine with basic analytics including sentiment and top keywords.   Recommended.

14 – Statbrain
Very often you will want to estimate the traffic of a site where you’ve been featured.  Statbrain will give you an approximation of how many weekly visitors any site gets.

15 – Statigram

With Instagram breaking into the ranks of top tier social networks, there will be more of a need to analyse Instagram activity.   Statigram is a free service with a number of different elements.   You can view Instagram images via your browser, and set up a custom URL to direct people to (e.g. http://statigr.am/bmibaby).

You can manage your followers, and you can also get useful data about the type of engagement your posts are getting, your most committed followers and the times of day to post.

16- Timely
When is the best time to tweet to hit the optimum number of followers?  Timely gives you the answer.  A more sophisticated service also looking at Facebook and giving you data on influencers is Crowd Booster http://crowdbooster.com/, which comes in at $20 a month for 10 accounts.

17 – Twitter Counter
Another free service with premium (paid for) features, this tracks your Twitter follower count over time.   To get data on retweets and mentions, prices start at $15 a month.

18 – Tweetreach
As the name says, Tweetreach will tell you how far a tweet has gone in terms of reach (no of people who in theory saw it) and who the most influential tweeters of a certain term are.   The first 50 results are free, making it useful to get a real-time snapshot of activity.   If you want a more in-depth report, that will cost you $20

19 – Trendistic
Trendistic tracks Twitter trends over time.   Input a search term to see how it’s performed.   You can also embed a code to have a chart change dynamically on your site.

20 – Visual.ly 
Visual.ly is a kind of DIY info graphics service.  In Visual.ly labs there is a tool meant to be fun in which you compare your Twitter profile against someone else’s, but this can just as easily be used for brands.

Finally a word on consistency and tracking these tools over time.   You will only get the best out of them if you use them regularly.

For example, whatever the benefits or otherwise of Klout, it does give you the ability to benchmark yourself against your peers and also track progress on a week by by week basis to see if you are improving or if things are getting worse.  As a result, our advice would be to choose a handful of the above tools and stick with them.

We’ve saved this list as a Delicious Stack, you can access it here

(Top image – Tiny Apartment Crafts)

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Comscore and Telefonica (the European telecoms giant that owns 02) have come out with a study about the use of smartphones and the Internet in Europe.

The research tells us that in the UK (48%) and Spain (48%) almost half of us are now smartphone (as opposed to ‘feature phone’) owners.   Across the five biggest EU states, the average is 42%.

Other key findings are as follows:

Android leads in phone sales, Apple dominates in mobile web traffic

Who is bigger, Android or Apple?  That depends how you look at it.

In terms of smartphone ownership, there are certainly more Android (28%) phones and iPhones (21% of the smartphone market).   Indeed phones running Google’s mobile operating system are on the verge of overtaking Symbian (i.e. current and previous generation Nokia).

However in terms of actual mobile operating systems, Apple iOS is in front, 30% to 27%.  This is because Apple’s mobile operating system is also on later generation iPod Touches and of course iPads.

Crucially Apple devices account for 62% of mobile digital traffic in the big EU states compared to 22% for Android.   Personally I think that is because someone walking into a shop wanting to buy “a phone” is now likely to be steered towards one of the cheaper Android devices.   However someone buying an iPhone is doing so consciously and at least in part because of the array of apps on offer.

That’s a stat worth bearing in mind when skewing mobile campaigns towards different devices.   It is also worth noting recent US stats showing that the iPhone 4S helped Apple overtake Android in the American market in Q4.

Finally, while the Internet in Europe is now female dominated, Comscore says that most smartphone (56.3%) owners are men.   There is evidence from other research that Android is very male biased, while iPhones have a more even male / female spread.

21% of UK web traffic to family sites from mobiles

The share of web traffic from mobile devices is still relatively small, 5% (7.7% in the UK).   However, remember that % is skewed by the amount of web traffic coming from office based PCs.

Also the picture is very different when you look at different categories.   In the UK, a quarter of traffic to automotive sites came from smartphones, while tablets and phones together accounted for 21%of visits to family and parenting websites (this includes kids sites like Disney).

Target smartphone and tablet owners in the evening 

As the above table shows, PC traffic is highest during the day, while smartphone and (especially) tablet traffic peaks in the evening, as well as during peak commuter hours (8am and 6pm).   Something to bear in mind if running a campaign targeted at users of mobile only networks such as Instagram.

Shoppers use their phones while in store

Research in the summer showed that 1/4 of online shopping conversations actually happen in-store l.  In fact, over a fifth of European smartphone owners have taken a product photo in-store, while 1/10 sent it to their family and friends.

Surprisingly, given the mixed evidence about the adoption rate of QR codes, 10.9% scanned a barcode in store.   Meanwhile 14.9% of German and 13.2% of UK smartphone owners claim to have actually scanned a QR or barcode of any description – it doesn’t actually say whether these scans were successful or not.

Finally, over one in twenty  (6.4%) smartphone owners have compared produce prices while in a store, a stat that is only going to increase given apps such as the Amazon price comparison one, where you scan a product in store and get the equivalent Amazon price

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Recently various figures have come out about the growth of Google+.  Just today The Guardian  reports on the network seeing 67 million visitors in November, with 2.7 million of those coming from the UK (the US is the biggest market with close to 15 million visitors).

Meanwhile, Hitwise is shouting about 49 million US visits (as opposed to visitors) in December . And when it comes to actual accounts, Ancestry.com’s founder Paul Allen has been keeping track of the service and estimated that there were 60+ million live as of Christmas.

Yet at the same time, for many of us with Google+ accounts these figures don’t seem to make a great deal of sense.  I suspect I am not untypical in that I’ve created a profile, but after an initial burst of enthusiasm don’t use it very much.  There seems to be a disconnect between raw visitor numbers and engagement and I wanted to see if I could dig into this a little bit more.

• First of all the numbers.  Remember that these figures are monthly and includes someone who might only access the site once.   They don’t measure actual activity.

• 14.7 million US visitors sounds impressive, but a post by Sysomos says that this is actually only a 10% growth since late Sept

• Similarly in November, the LA Times reported on the fact that, despite there being some impressive growth spurts, traffic actually dropped in 11 out of 21 weeks, with fluctuations of 10-20% from one week to the next

• Finally, the Hitwise number for December mentioned above sounds huge.   However, Digital Trends highlights a figure that I think is key.   For the week of 17 December, Hitwise tracked nine million visits.   By comparison, in September, Google+ was managing 15 million visits a week with a much lower user base

Why do articles such as the one in today’s Guardian keep on presenting the big numbers without digging deeper into what those numbers actually mean? I think the article on the Sysomos website has got it right – “people really, really want Google+ to succeed.”

There’s been a lot of talk about the next Facebook, and Google+ has been held up as the most likely candidate.

Google+ isn’t the next Facebook.  It could be the next Twitter

My own view is that Google+ is not a failure in the waiting.   It also isn’t the next Facebook.   Facebook is more dominant in social media than Google is in search.  With Facebook having a 95% share of social media time in the US it just won’t happen – for now.

In fact a better parallel isn’t between Google+ and Facebook, but between Google+ and Twitter.  Sure, the networks are very different but there are a lot of similarities in the growing pains and user profiles of both. There was a time, around 2008/2009 when people also ‘really, really’ wanted Twitter to succeed. Then in 2009 / 2010 the first questions about engagement on Twitter started to appear.

At the time some people compared it to the virtual world Second Life (which attracted an enormous amount of hype in 2007, without the user numbers ever justifying it) .   I predict that in 2012 we’ll see similar stats rolled out about Google+, showing that most accounts are barely active or dormant.

Fast forward to today, and Twitter’s user base is impressive, yet even back in March, the evidence was that a relatively small number of ‘elite’ users – 20k people – were responsible for 50% of activity  Behind a large number of casual users there is a very committed, small but influential ‘core’.

I suspect the same holds true for Google+ And so despite only having 1/3 of Twitter’s numbers (and a much smaller proportion of time), Twitter has consistently punched above its weight in terms of influence.

Case in point – in 2011 it was Twitter and not Facebook that dominated the mainstream news agenda.

Image – Sean MacEntee

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Over at Rabbit, we publish a monthly series of social media guides.  This time around, I’ve put together an overview of the different social media influence systems that try and tell brands how “important” someone is on social channels – it is embedded above.

These scores are not just academic or good for a bout of social media navel-gazing, they now serve practical purposes.

Case in point, Klout scores are built into the two main social media team management systems hootsuite and cotweet.   If you call out a brand, chances are the person at the other end will now be looking at how influential Klout deems you to be.

As the report implies, I am not a big fan of Klout – and that’s not because I lost 14 points in the recent Kloutapocalypse!

Kred however does seem to hold a lot of promise: The transparency in calculating scores (as opposed to Klout’s secret sauce approach) and the different influence scores for different communities are welcome innovations.

(To view, go into full screen mode above.  It is also available to download from our Issuu page - issuu.com/therabbitagency)

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What’s the justification for putting budget behind on-site online content?  How about a 152% increase in landing traffic.

That’s the headline figure from a post in the Marketing Sherpa blog by David Kirkpatrick

David’s post lists a case study from centerbeam, a ‘technology infrastructure company’ – basically a b2b IT business.  centerbeam used to use tele and email sales as well as a pay per click search programme.   The latter wasn’t working so money was put into content marketing instead.

An outside supplier was contracted to create 50 articles on the site per month, the content had to be exclusive to the centerbeam site, it was keyword optimised and broken into six topics.

The content isn’t simply SEO fodder, a look at the centerbeam news page displays the type of headings that someone interested in (say) Cloud Computing would be interested in.  In other words, there is a focus on quality as well as quantity and stuffing copy with keywords.

The results?

First of all centerbeam successfully applied to be listed within Google News, if someone did search for Cloud Computing or Green IT they might come across a CenterBeam piece.   I’d think primarily as a result of that, visitors from non paid search is up 43%, google search performance is up 56% and news landing page traffic is up 152%.

Two observations though.  First of all in the nicest way possible, the site design isn’t great and the content doesn’t link through to other areas that might give me more information and cause me to stay.

Secondly , there is no obvious button to share the content they’ve spent money creating.   Content + Search is a good approach.   Content + Social + Search is better.

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Here’s a reason to pay more attention to your search engine rankings – the top three spots on Google get 58% of clicks.  

Optify (via Searchengine watch) carried out a study, which showed that websites at the top of Google get an average of 36.4% of clicks, those in second place 12.5% and those in third 9.5%.

That chimes in with an earlier Chitika study, showing that the no 1 spot on Google gets 34.35% of traffic.   Optify also says that being any further back than page two has no real business value for you at all.

Not surprisingly, as I work for a social media agency, I am a big believer in SEO + social working together.    For example, Comscore has shown that 50% of ‘social media exposed’ surfers search for product terms every day compared to 33% of non-exposed surfers.    In other words, SEO can help improve your rankings but social media can prompt them to try and find out more in the first place.

Then of course, the search engine giants themselves are constantly looking for ways to embrace so-called ‘social search.’

The San Francisco Chronicle has a good summary of how search engines are tapping into social.  As (MIcrosoft) Bing’s Paul Yiu says in the piece, “search up until recently has been a lonely experience.    We want to introduce people as an important part of search.”

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Comscore has published a graph on its datamine site that again shows how Facebook has shed its student roots to become completely mainstream.   According to Comscore, Facebook is now the second most popular website among the over 55s, after AOL, and ahead of the BBC and Google.

In other words so-called silver surfers are now spending more time on the world’s no 1 social network than they are reading the news or searching Google.   Comscore also tells us that the over 55s spend more time than other age groups on ebay and property website Rightmove.

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