Facebook: updated statistics on global reach

New statistics on Facebooks updated stats page  shows just how  the social networking giant has expanded its reach through the use of its social graph, external site plug-ins and mobile adoption.

More than 500 million active users, 200 million currently access Facebook through their mobiles

People who access Facebook through their mobiles are twice as active as non-mobile users

Average user has 130 friends, creates 90 pieces of content per month and is connected to 80 community pages, groups and events

People spend over 700 bn minutes per month on Facebook and share over 30 bn pieces of content

70% of Facebook users are outside the US and more than 70 translations are available for the site

Since the Social plugins became available in April, an average of 10,000 new sites integrate with Facebook each day. More than 2mn sites have already integrated.

Every month more than 250 mn people engage with Facebook through external websites


Online Video Australia 2010 statistics wrap

Online video was the medium that really exploded in uptake this year. Marketers will need to seriously consider video as part of their display buying and site optimisation strategies in 2011. Here we look back at some of the top Australian stats for online video that emerged in 2010.

10.3 mn unique viewers consumed online video content in October 2010 (Comscore)

Total of 961mn videos were watched in Oct’ 10 at an average of 8 hours per viewer (Comscore)

The top 3 online video networks in July’10 by potential reach of UV’s were SpotXchange (5.4 mn UV’s), Adconion (5.1 mn UV’s) and YuMe (4.1 mn UV’s) (Comscore)

Top video properties are Google Sites (503 mn videos and 52.4% share); Microsoft sites (33.2 mn videos and 3.5% share) and Facebook (13.5 mn videos and 1.4% share) (Comscore)

Google Sites attracted the largest audience with 8.3 million video viewers, followed by Microsoft Sites with 3.2 million viewers and Facebook.com with 2.7 million viewers. (Comscore)

Men spend double the time (10.1 hrs) on online video than women (5.2 hrs). (Comscore)

The 15-24 segment consume the most amount of video regardless of gender while the 25-34 spends most time watching video (Comscore)

Australia has a low index (65) of video consumption at work vs other APAC countries like China (151), HK (147) and India (146)  (Nielsen)

APAC, Latin America and the Middle East lead in online video usage. Australia’s index value is 86 to 90 for the USA on the index of global video usage by market. (Nielsen)

Video based advertising comprised $8.4m of advertising expenditure in Q3 2010 (IAB, PWC)


6 Must-have elements to include in your Digital Analytics Dashboard

The appeal of online marketing is that a site owner can track almost everything related to site and visitor behaviour. This leaves us with a problem of plenty and often data overload, not knowing which are the important areas that can give us information leading to actionable changes. I am reminded of a quote by Einstein “Not everything that can be counted counts, and not everything that counts can be counted.” To put it simply, my recommendation is to build a dashboard covering 6 business critical areas only and share and review these with your leadership team every week. Each department head viz Marketing, IT Head etc can then go away and use deeper analytics reports with their supplier agencies to investigate issues arising out of this dashboard.

1. Sources of Traffic
Know where your sites visitors are coming from on a weekly basis. Broad sources are Search Engines (SEO and SEM), Direct/Bookmarked (when a user types your url in the browser or uses a prior bookmark), Other Sites/Campaigns (traffic from sites you have partnered with or have paid to put your ads on).
Benefit: Track the changes in trend of each and see the correlation effect of your marketing activities eg Direct traffic going up when you have a TV campaign running.

2. Campaign Performance

Track and compare the CPA and Conversion rate for each paid campaign eg Adwords, Affiliates, Email. Observe the impact one channel has on another.
Benefit: Understand which online channel gives you the best ROI. Also note how different channels perform at different times of the month and adjust your schedule accordingly.
3. Conversion Funnel

Chart the consumer journey from the time they land on your site and then go through the various steps in your purchase path.  If you are A/B testing two different landing pages, compare conversion funnels for both for greater insights.

Benefits: See where drop-outs occur and apply changes to plug the leakage.

4. Keyword Ranks
Identify the top 10 most important keywords for your business category that you should ideally rank high for in the search engines. Record your sites ranking for these keywords in both Paid and Organic Rankings once a week, preferably on the most important business day/time and when your PPC budgets are unlikely to maxed out. You can get an analyst to do this manually or use a paid monitoring tool like AWR to automate the task across multiple search engines.
Benefits: Benchmark your search ranking against competitors and also monitor changes in PPC rank strategy by others.
5. Website Usage

Top line numbers on how visitors are interacting with your website. Trends in metrics such as ‘time spent’ and ‘bounce rate’ can indicate the engagement levels and navigational ease of your site. If your ‘bounce rate’ increases consistently, you probably have a page or site section that users frequently exit from. This may be because they are confused or haven’t found what they were looking for.
Benefits: Understand how visitors use your site and identify problem areas around content and landing pages.

6. Webmaster Stats

Measure back end stats such as site average page load times and server down times as these can severely impact metrics like bounce rates, time spent and conversion rates.

Benefits: Understand how your infrastructure and hardware capabilities impact the users experience. Keep Marketing and Analytics team informed when a server side issue occurs so this reasoning can be used to explain fluctuations in other metrics.

One area I have omitted here is Competitor Tracking which is important as no online business operates in a vacuum and one should never be blindsided by a key competitor. However this kind of tracking is usually through 3rd party suppliers and comes at a premium and as such can be deferred until a business can get numbers 1-6 right first. I will cover this area in detail in a future post.