Study: Social Sign-in generates 50% more time spend on websites

Isn’t it hard to get people on websites in general? And even more to keep them there reading as much of your business information as possible? How much time do your customers spend on your site? If you are not satisfied with the results you achieve with your visitors, here is some information that might boost your website staying time.

A recent research by the SaaS technology company Gigya helps companies and brands to become more social in order to engage more with their customers. And if they are doing their job properly, their aim is always to get people from social platforms to their website for a better conversion.

The Gigya research states that companies and brands, and obviously their websites, can increase the stickiness of their desired target groups with their website just by encouraging the coming back effect of visitors through social logins.

The Gigya’s results illustrate that site owners who implement Facebook Connect, Twitter sign in or Yahoo Login will be the winners. Users spend 50% more time on websites when they’re logging in through social networks. Just imagine if users spend four more minutes after a social login – whether it be on the Web, the mobile web, or apps. All of these options were tracked by the Gigya study.

The value of Facebook Connect in terms of giving an option to easily log-in on different other platforms and sites makes people carrying around their social graphs wherever and wherever they are online. And with all these connections our closest fellows, fans and friends find our restaurant reviews, cinema recommendations and places where I am immediately. With a target group of approximately 800 million users Facebook states a case for social sign-in opportunities.

The findings also show that it is the most popular source of social logins with 61%. It gets followed by Yahoo with 15% and Google 12%. It surprises me that Twitter is only at 10% and LinkedIn just gets 2% although we have over 120 million LinkedIn user. And users who logged in with a social network double the view of pages on a website.

Another interesting aspect is that with social plugins, users generally spend the most amount of time on the site, and page impression increase does obviously follow. Companies and brands should think about integrating value-add areas with log-in or comment or Newsfeed functionalities as the later come in first when it comes to spending more time with the site. So, add a comment section.

Spot On!
Some months ago, we already mentioned the importance of social sign-in processes with a study by Janrain and Blue Research. In that study, 42% agreed that companies offering a social sign-in option “are more up-to-date, innovative and leave a positive impression compared to those which do not offer this capability” on their sites. Well, it seems I should start thinking about integrating social sign-in here… From a comment technology point of view, which option would you recommend? Livefyre, Disqus,or the WordPress standard…? Open to suggestions…

Study: Mobile and TV – Users beloved combination…

Some weeks ago, I have written about ConnectedTV as the new hype. And we have acknowledged that mobile apps and TV have got TV primt time as the main usage time. Still, we don’t really know how much people use mobile and TV at the same time. A new study sheds some light here…

According to a new survey issued by Yahoo and Razorfish, 80% of web-enabled mobile device owners say they multitask while watching television. They rely on smartphones and tablets to communicate with friends and family. They look up content which is related to the program they’re watching. They might also access information which has no relationship with the TV program.

And the combined usage of mobile and TV is not low. The study shows that 70% of mobile multitaskers use both platforms at least once per week. 49% even report multitasking daily. Over 60% use their mobiles at least once or twice during a TV program. And 15% don’t leave the mobile web for the time of the show they are „watching“.

The main categories for multitaskers are: reality, news, comedy sports, and food. The statement “Using the Internet on my mobile or tablet device while watching TV enhances my viewing experience” was agreed by 38% of the respondents. Nevertheless, another 38% „find using mobile devices while watching TV to be distracting”. Text content leads all channels, beating talking, email, social networking and IM.

“This seems to be an opportunity for content producers and advertisers alike. Some people find multitasking to be a boon, and we have only begun to scratch the surface in terms of providing an engaging dual-screen experience. It’s like the early days of smartphones where it was remarkable that people were making purchases from sites that were not mobile-optimized. If folks were willing to go through that much effort, it stands to reason that making the experience easier and more streamlined will lead to even more passionate participants.” Jeremy Lockhorn, Vice President Emerging Media, Razorfish

Some more findings from the study…
• 94% of multitaskers engage in some kind of mobile communication
• 58% of men “fact-check” information on their mobile browser while attending a live sporting event, with 47% checking out scores of other games and player updates.
• 52% use their mobile device to escape awkward social situations
• 44% seek information unrelated to the current program – 38% searching for data related to it
• Apple’s iPhone 4S leads all mobile phone searches according to Yahoo Shopping data, followed by the Samsung Galaxy S2, the Samsung Galaxy Nexus, the Motorola Razr and the Nokia N9

Spot On!
Men seem to be more comfortable with mobile shopping processes. A former Performics study suggests that men are social shoppers and women the “Likers”. This study also finds that 70% of men under the age of 35 have made online purchases on their smartphones, compared to 64% of women in the same age demographic. And obviously the extention of TV to mobile starts to work: 36% say they go looking for more information related to a commercial they just viewed. Marketers need to start thinking multiscreen when planning their campaigns and ideally sync their mobile and TV campaigns immediately…

Study: Yes, consumers trust the Internet. Can someone ask HOW please…!

Old studies come to your mind when new studies are being published. This week, Yahoo released their study “The Long and Winding Road: Gamesmanship of Shopping” which talks about how much people trust the internet these days. And in some way it reminded me of a Nielsen study from 2009 and which was referenced so often in my trainings. The outcome of the Nielsen study was: “Personal recommendations and consumer opinions posted online are the most trusted forms of advertising globally”. Remember this chart…?

Well, the Yahoo study now states when people are searching for information about products they’d like to purchase, 69% of the study respondents said they trusted the internet. The selling item of the study is obvious from Yahoo’s point of view. By using search engines and finding online content to evaluate their purchase options, every deal is much more a win than it was.

We all know, that consumers do a lot more research today, in the era of Social Media, without knowing how much their Social graph influences their buying behavior. People receive more and more input through the conversations in their social networks. Thus, they are getting permanent recommendations from friends. The result is that buyers are deciding less impulsive, says the study. Marketers can draw their own conclusion whether this is bad or good for their business opportunities…

Some further key findings of the survey that asked 2,485 purchasers or intenders…
82% of surveyed people are finding a great deal on a product contributed most to the feeling of winning
69% are now seeking more deals and coupons online
60% said, getting a better price than other people made them feel like a winner.
49% of respondents are using more coupons now because of the Internet.

In some way, the findings are persuasive, in some way those studies should dive much deeper into the modern shopping influence, and maybe ask… How much do you rely on recommendations? Do you check age, interest and preferences of the person that gave the recommendation? A shame that it is difficult to find these insights… Maybe Yahoo will include these and more questions next year?!

And I am asking this as according to a Netpop Research, most of our friends don’t trust Facebook for example. But then again, they shall be believing in what the users of Facebook are saying and recommending. Sunds a bit bizarr to me…

Spot On!
The Yahoo study concludes that shopping is a collaborative effort. People take their time to evaluate and seek information, and listen to what their social graphs are advising and telling them. If we take the Nielsen study into account, then it becomes apparent that marketers have to face a much broader challenge scope than in the past. Finding and supporting the right brandvangelists in order to spread the message through trusted sources and make information easy accessible will be changing the shopping landscape in the future. More importantly, marketers need to rethink their funnel management in order to create a modern network of shopping enablement which reaches out to the social ecosystem.

Ok, this is my view. Very much interested in yours…

Real-time-bidding: How publishers and advertisers leverage online ads (a Michael Barrett interview)

One-on-one interview with Michael Barrett.

Michael Barrett joined Admeld from Fox Interactive Media, where he was Executive Vice President, Chief Revenue Officer and oversaw worldwide revenue for all properties, including MySpace, IGN, FoxSports.com, Fox.com, AmericanIdol.com and Scout.com. Before Fox, Mr. Barrett held senior sales positions at interactive leaders AOL Media Networks, GeoCities/Yahoo! and Disney Online.

The Strategy Web spoke briefly with Mr. Barrett about Real-Time-Bidding (RTB) and the benefit that Admeld can offer to publishers… and advertisers.

What is a private Ad Exchange and which role does Admeld play in this context?

The private exchange is built on Admeld’s core technology, it is an invite only marketplace. First, it leverages our yield optimisation engine, which connects to every major programmatic buyer. Second, it has an audience analytics module which enables the publisher to identify their most valuable users. And third, it has the analytics and controls necessary to help them stay aware of buying trends, price effectively and sell only to those they want.

Do you think, this model is right for every publisher?

The model makes sense for many large European publishers, but the solution isn’t right for every publisher. It’s meant for those that have the scale and brand equity to attract advertisers into their own marketplace. The private exchange is customized to a publisher’s needs, and delivers cutting-edge control over how you sell your inventory, to whom, and for how much.

Can you still put inventory through RTB on private exchange?

Yes, Admeld’s private exchange platform has been developed to primarily handle RTB and gives the publisher unprecedented, direct access to Admeld’s audience analysis and optimisation technology. The exchange platform works in concert with a publisher’s ad server and demand flows from the trading desks, DSP’s, and direct sold deals. This methodology gives the publisher truly informative access, control (including the ability to set price floors), and insights on their inventory, regardless of demand source.

Spot On!
The RTB technology approach is still quite new to the advertising industry. Admeld just recently launched a RTB network with quadrantOne on premium local audiences. sociomantic entered the European market last week – just some weeks after my company IDG signed a global agreement with Admeld to start their own RTB system called Techmediaexchange which will be going live soon. One of the latest studies by Forrester claims that RTB is accounting for 8% of the online display ad market in 2011. An interesting market for clients and publishers in the future…

News Update – Best of the Day

Today, many companies and brands try to detect the value and a successful integration process of social networking and social media inside their offices. Silvia Chambie writes about Unicredit’s path of approaching social media strategically. From implementing OneNet, a social media site, that facilitates “networking, knowledge sharing and online collaboration” among its employees to encouraging people to participate. But also, management sent a clear message to their employees: “Our message to them is ‘don’t suffer – but take charge through social media”.

Talking about the future of TV (with respect to the influence of online) seems to be one of the topics this week. hulu CEO Jason Kilar shares the Hulu team’s point of view on the future of TV on the one hand. On the other, Yahoo comes up with a study that predicts the future of TV will be online, and states the convergence of online and TV is here already. Advertising will play a key role in the development.

“Two in five consumers said they are interested in content relevant to the commercials they see. In fact, more than 50% of survey respondents reported that they are likely to interact with an ad on Yahoo! Connected TV. This increases to 63% for current Internet TV users and among those interested in Yahoo! Connected TV (70%).”

Maybe this is an example for the TV future proof above? Versus might not be a sports network you know but their commercial engages the audience of those who like their sports offering. Maybe one minute too long and not the best editing, still somehow nicely produced…

News Update – Best of the Day

How should websites be build in order to serve the needs of clients? Just like cars “easy to use and satisfying”, says the latest J.D. Power and Associates 2011 Manufacturer website study. Their evaluation research based on more than 10,200 new-vehicle shoppers came to the conclusion that Honda’s website offers the best “fit and finish.”

The simultaneous use of mobile and TV is reaching new dimensions. A recent study of 8,384 U.S. residents age 13-64 by Nielsen and Yahoo shows that 86% of mobile users are “searching and working” with their mobiles while watching TV.

Interestingly enough for marketers is the fact that they do search on their mobiles for stuff they watch on TV, so the extension from TV to mobile is already happening.

PS: Nevertheless, another study from earlier this week by SideReel tells us that TV viewers don’t share their viewing behavior online.

The more I watch football today, the more I get the impression that there are too many “wimps and divers”, and fake fouls. This commercial picks this up nicely and advices to play rugby instead…

News Update – Best of the Day

Have you ever heard of the X-treme shopper? Well, the amopunt of people that fit in this personalized power shoppers category increases. A new study by GFK research shows that already 31% of Americans find themselves in this category. They use all emerging technologies and information resources available in order to take control of their shopping and purchase experience.

“By mixing and matching information and shopping resources to meet their specific needs, consumers are now continuously creating unique pathways to purchase. This presents an unprecedented challenge for marketers who must take special care to ensure their various touchpoints work together seamlessly to help guide XTreme shoppers on their quest for the best values.”

Mike Kassab, senior vice president of Innovation and director of the Future Buy study, GFK

Did you know that the world population according to the United Nations is 6.8 billion people? And how many have a mobile phone? A new study by Ericsson says 5 billion…!

And what would people do if Facebook was closed tomorrow? A recent study by Andreas Weigend, former chief scientist of Amazon at Stanford, suggests that 40% of respondents would backup photos and 38.7% said they would backup contacts.

News Update – Best of the Day

According to a recent word of mouth study by Yahoo people are talking offline about content they found online three-quarters of the time. Some more findings…

- 38% of people have brand-WOM conversations both online or offline
- Two-thirds of WOM is positive – only 8% is negative
- the best vehicles for influencing WOM come from consumers who play in social networks. These “Conversation Catalysts” drive a disproportionately higher percentage of WOM activity.

Have you ever thought about good arguments for your Facebook fan page engagement? This study by Syncapse states that the average Facebook fan spends an additional $71.84 on products for which they are fans compared to non-fans. Isn’t this arguments enough?

In a very compelling key-note presentation Jeremiah Owyang explained the future of social business why companies might have difficulties to scale with their businesses.

Eine Orientierungshilfe zum weltweiten Agieren

In Zeiten der Rezession sind Unternehmen gezwungen, sich der neuen Wirtschaftslage zu stellen und aktiv nach neuen Geschäftsmöglichkeiten zu suchen, wo immer sich diese bieten. Dass die globale Wirtschaft ins Stocken geraten ist, soll gewiss nicht bedeuten, dass auch die Wachstumsinitiativen von Unternehmen diesem Beispiel folgen müssen.

Unternehmen jeder Größe können sich neue internationale Märkte erschließen, wenn sie sich richtig vermarkten. Der Wunsch, sich in schwierigen Zeiten anzupassen und zu wachsen, muss jedoch von den geeigneten Tools unterstützt werden. Allzu leicht investiert man eine große Geldsumme in eine „Lösung“, ohne zu wissen, wie das tatsächliche Ergebnis dieser Investition aussieht. Vor dem Investieren beachtlicher Ressourcen im Rahmen einer internationalen Marketing-Strategie ist es wichtig, zunächst auszuprobieren, was funktioniert.

Für die meisten Verbraucher, die auf der Suche nach neuen Dienstleistungen oder Produkten sind, ist das Internet heutzutage die erste Anlaufstelle. Es versteht sich daher wohl von selbst, dass der Schlüssel für internationales Wachstum darin liegt, wie optimal ein Unternehmen die Möglichkeiten seiner Website ausschöpft.

Website-Lokalisierung und Suchmaschinenoptimierung (SEO) ist eine kostengünstige Möglichkeit zur Erschließung neuer Märkte. Es kostet nur ein paar Hundert Euro, eine einfache, textbasierte Website in einer anderen Sprache einzurichten. Obwohl die Mehrheit des Internets stark vom Englischen durchdrungen ist, ist Englisch für die Mehrheit der Internetbenutzer nicht deren Muttersprache. Hier herrscht ein klares Missverhältnis, dass Unternehmen ausschöpfen sollten.

Zuerst muss festgestellt werden, ob in einem bestimmten Land für den von Ihnen angebotenen Service überhaupt ein Bedarf besteht. Dies lässt sich am besten am Wettbewerb vor Ort ablesen. Wenn es bereits ähnliche Organisationen in diesem Markt gibt, ist dies ein gutes Zeichen, da es eine echte Nachfrage demonstriert. Hüten Sie sich jedoch vor zu vielen Mitbewerbern, da es äußerst schwierig ist, in einen bereits gesättigten Markt einzudringen.

Haben Sie festgestellt, dass tatsächlich eine Nachfrage besteht, identifizieren Sie die wichtigen Suchbegriffe, die von den Internetbenutzern der Region verwendet werden. Google und Yahoo bieten einige kostenfreie Tools zur Keyword-Bestimmung an, über die Sie diejenigen Suchbegriffe erfahren, die im gewünschten Auslandsmarkt verwendet werden.

Diese wichtigen Ausdrücke sollten anschließend in eine professionell übersetzte Website eingebettet werden, um organisch die Ranking-Position dieser Website in den Suchmaschinen zu optimieren. Es ist möglich, in ausländischen Suchmaschinen-Rankings ziemlich rasch aufzusteigen, ganz einfach deshalb, weil die Sättigung der wichtigen Suchbegriffe in anderen Sprachen als im Englischen bei weitem geringer ist.

Um das Ganze ins Rollen zu bringen, können Sie das Abrechnungsmodell Pay per Click (PPC) oder Internet-Werbung, wie zum Beispiel AdWords von Google, nutzen. So erhöhen Sie durch einen „gesponserten Link“ den Datenverkehr auf Ihrer Website. Das Schöne an PPC ist, dass Sie Ihr Budget im Voraus festlegen können – selbst eine unerhebliche Summe von €5, falls dies gewünscht ist. Sie können den Wert von PPC einschätzen, ohne große Summen investieren zu müssen. Das Risiko ist also wirklich minimal.

Wie bereits erwähnt, hat sich Englisch zur globalen Handelssprache und zur Verkehrssprache des Internets entwickelt. Man sollte sich aber klar machen, dass drei Viertel der Weltbevölkerung überhaupt kein Englisch spricht.

Die Notwendigkeit, dass Unternehmen ihre internationalen Konsumenten in ihrer jeweiligen Muttersprache ansprechen, kann daher nicht genug betont werden. Wenn auch Englisch die am weitesten verbreitete erste Fremdsprache ist, bleibt es eine Tatsache, dass die meisten Verbraucher zuerst in ihrer eigenen Muttersprache nach Dienstleistungen/ Produkten suchen.

Ein Unternehmen, das geschäftlich weltweit agieren will, muss also in der Lage sein, in jedem Land „wie ein Einheimischer zu denken“. Das heißt, Sie müssen die Vielzahl kultureller und linguistischer Vielschichtigkeiten berücksichtigen, denen Sie begegnen, wenn Sie in neue ausländische Märkte eindringen wollen.

Nehmen wir zum Beispiel die französische Sprache in Frankreich und Kanada (Québecer Französisch). Sie ist weitgehend identisch, aber dennoch gibt es hinreichende dialektische Unterschiede zwischen diesen Ausprägungen des Französischen, so dass für ein gezieltes Ansprechen jedes Marktes gesonderte Marketing-Strategien notwendig sind.

Um dies an einem Beispiel zu verdeutlichen: „E-Mail“ heißt in Frankreich schlichtweg email, in Kanada jedoch courrier électronique (wörtlich: „elektronische Post“). Und während ein déjeuner in Frankreich „Mittagessen“ bedeutet, meint man damit in Belgien und in der Schweiz das „Frühstück“.

Es gibt zahlreiche solcher Unterschiede zwischen den französischen Sprachvarianten in Frankreich, Kanada, Belgien und der Schweiz, die die Bedeutung des richtigen Lokalisierens Ihrer Dienstleistungen für jeden speziellen Zielmarkt hervorheben. Gleichermaßen verhält es sich auch mit den Sprachen Deutsch (Deutschland)/Schweizerdeutsch, Portugiesisch (Portugal)/Brasilianisches Portugiesisch, Spanisch (Spanien)/Lateinamerikanisches Spanisch und, ganz in der Nähe, Britisches und US-amerikanisches Englisch.

Sprachen spielen daher im Globalisierungsprozess eine zentrale Rolle. Unternehmen jeder Größe könnten von Website-Lokalisierung und SEO profitieren. Eine Firma in den eigenen vier Wänden kann mit nichts weiter als einem vernetzten PC und etwas unternehmerischer Intelligenz weltweit agieren, ohne dafür Unsummen zu investieren.

Über den Autor
Gastautor Christian Arno ist Geschäftsführer und Gründer des internationalen Übersetzungsunternehmens Lingo24.

Das im Jahr 2001 gegründete Unternehmen ist auf vier Kontinenten für Kunden in über 60 Ländern tätig. Im vergangenen Jahr hat Lingo24 mehr als 30 Millionen Wörter für Unternehmen aus jedem Branchensektor übersetzt. Im Jahr 2009 betrugen die Einkünfte des Unternehmens €4 Mio.

News Update – Best of the Day

A new report by Chitika Research states that BING users are more likely to click on ads than Google users. The CTR of users who come to the Chitika network via Bing is over 75% higher than those who come from Google – obviously all the results are based on Chitikah Research data. Nevertheless, Google dominates the search market with 84%, followed by Yahoo 7,4% and BING 5,75%.

A study presented at Harvard University by the “Society For New Communications Research” (SNCR) shows how the CEO and major decision makers get engagged with social media. Jeff Bullas summarizes the 30 key findings in this post. The top 5 business take-aways for me are the following…

- Professional decision-making is becoming more socia
- Professionals want to be collaborative in the decision-cycle
- LinkedIn, Facebook & Twitter are the leading social networks for professionals
- Professionals tend to belong to multiple social networks: ~50% in 3-5 social networks, 30% in 6 and 7% in more than 10 social networks
- Mobile Is Emerging as a Frequent Professional Networking Access Point with 94% using a PC and 44% using a Mobile

Some commercials are being released just at the right time wit the right funny approach… – Have you changed your tyres already? It’s winter-time…

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