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ADI Best Of The Best: Driving Social Media Success

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Social Media is an increasingly important part of the cross-channel customer experience, but the challenges lie in how brands maximise social engagement in order to deliver real value for both consumer and brands, according to the latest “Best of the Best” report from Adobe Digital Insights (ADI), released this week.

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ADI Best Of The Best: Driving Social Media Success

  1. 1. EUROPE BEST OF THE BEST 2015: SOCIAL ADOBE DIGITAL INDEX
  2. 2. Appendix 11 Methodology 12 Glossary 14 Tables Table of Contents ADOBE DIGITAL INSIGHTS | Europe Best of the Best 2015 2 Europe Best of the Best: Social 03 What is Best of the Best? 04 Media & Entertainment capitalize on social to drive traffic 05 United Kingdom leads in driving traffic via social media 06 Top performers have significant social presence 07 Facebook #1 for use, and for following and engaging with brands 08 Auto and Media & Entertainment have largest following 09 Millennials focus on Media & Entertainment and Beauty 10 Breaking News and Offers and Deals are most engaging forms of social content
  3. 3. 3 What is the Best of the Best? The Best of the Best 2015 report refers to companies using the Adobe Marketing Cloud who rank in the Top 20% of fellow Adobe clients in their industry on various key performance metrics. It is called the Best of the Best because Adobe Marketing Cloud customers are already ahead of the masses through their investment in excellence. How to read the graph: Industry being measured Overall average for sites in this industry Overall average for the Top 20% of sites in this industry Year-over-year change. Up arrow indicates increase, down arrow indicates decrease. Gap between Top 20% and average from 2014 to 2015. Narrower means the gap is closing. Wider means it’s increasing. ADOBE DIGITAL INSIGHTS | Europe Best of the Best 2015
  4. 4. 4 EUROPE BEST OF THE BEST Media & Entertainment capitalize on social to drive traffic • Media & Entertainment is the clear standout for driving traffic from social media efforts, with an average of 7.6% compared to 1% or less in other industries ADOBE DIGITAL INSIGHTS | Europe Best of the Best 2015
  5. 5. 5 • The United Kingdom average leads in terms of driving traffic to websites via social media, outperforming the US average by 24% • With an average of 0.54%, Germany drives the lowest amount of traffic to their websites via social media EUROPE BEST OF THE BEST United Kingdom leads in driving traffic via social media ADOBE DIGITAL INSIGHTS | Europe Best of the Best 2015
  6. 6. • Top European performers within every industry are present on Twitter and Facebook • EMEA social presence on Instagram, Pinterest, and Periscope is lower than its US counterpart 6 EUROPE TOP SOCIAL PERFORMERS Top performers have significant social presence ADOBE DIGITAL INSIGHTS | Europe Best of the Best 2015
  7. 7. • Twitter #2, with UK consumers bigger Twitter users • Those 18-24 more into visual social media such as Instagram and Snapchat 7 EUROPE TOP SOCIAL PERFORMERS Facebook #1 for use, and for following and engaging with brands ADOBE DIGITAL INSIGHTS | Europe Best of the Best 2015
  8. 8. 8 EUROPE TOP SOCIAL PERFORMERS Auto and Media & Entertainment have largest following • Automotive and Media & Entertainment outperform the average social following by almost 2x • Retail, Travel, Media & Entertainment, and Telecommunications are the most active verticals in terms of social authorship • Retail has engaged the most with its audience – averaging over 6,000 engagements in its social lifetime ADOBE DIGITAL INSIGHTS | Europe Best of the Best 2015
  9. 9. • Music/entertainment is the top type of brand followed, followed by news • Women and men have different focus areas in terms of the brands engaged with on social media 9 EUROPE TOP SOCIAL PERFORMERS Millennials focus on Media & Entertainment and Beauty ADOBE DIGITAL INSIGHTS | Europe Best of the Best 2015
  10. 10. • Top-ranking type of content is breaking news • Less than half (45%) of EMEA consumers agree that social media channels are getting better at providing relevant content and ads. Those 18-24 most likely to have seen improvement (57%). 10 EUROPE TOP SOCIAL PERFORMERS Breaking News, Offers, and Deals are most engaging forms of social content ADOBE DIGITAL INSIGHTS | Europe Best of the Best 2015
  11. 11. • Consists of aggregated and anonymous data from 200 billion visits to 10,000+ U.S. websites, 100 billion visits to 3,000+ websites in Europe, and 100 billion visits to 3,000+ websites in Asia during the 2015 calendar year gathered via Adobe Analytics and Adobe Social – Country averages are based on the industries analyzed • Between March 30-April 4, we talked to over 1000 consumers in each of the 5 EMEA countries (UK, France, Germany, Sweden, and the Netherlands) about what devices they own and how they use these devices throughout their daily activities. Our goal was to better understand he trends we see in the Best of the Best data. • Social data is based on consumer data comprising of 500 million impressions in 2014 and 2015. Composed of aggregated and anonymous data from over 300 clients • Report based on 500 million engagements (mentions, likes, shares, “official” page likes and followers.) Blogs, Facebook, G+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress, and YouTube. Social engagements is publically available based on an aggregate total Visit our website: http://www.cmo.com/adobe-digital-insights.html Sign up for email alerts: http://www.cmo.com/about-adobe-digital-insights.html Follow us: @adobeinsights 11 ©2016 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners. ADOBE DIGITAL INSIGHTS Methodology ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  12. 12. • Share of Visits: Share of visits to a website by device • Stickiness: Percent of traffic that stays and engages with a site • Visit Rate: Average monthly website visits per visitor, overall and by device • Video Start per Visitor: Average monthly video starts per visitor • Click Through Rate: Percent of search ad impressions that are clicked • Smartphone Traffic: Percent of visits to a website originating on a smartphone • Social Media Traffic: Percent of website traffic driven by social media sites • Social Media Interaction Rate: Global comments, likes, shares and other interactions with a Facebook post • Social Presence: Official social accounts set up across Twitter, Facebook, Instagram, Pinterest,Youtube and Periscope • Total Social Engagements: Interactions with a social account’s following, IE “Twitter Like,” “Pinterest Like” • Social Authorship: Number of posts authored by an official Twitter handle • Consumption: Average minutes per visit • Conversion: Average orders or bookings per visit, overall and by device ADOBE DIGITAL INDEX Glossary 12ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  13. 13. 13 ADOBE DIGITAL INDEX Tables by industry Retail Travel M&E Finance Technology Telecom Auto Average 23.3% 18.6% 29.5% 15.4% 10.9% 20.9% 18.3% Best of the Best 33.3% 28.2% 45.6% 23.3% 20.0% 38.0% 27.3% Absolute Difference 10.0% 9.6% 16.1% 7.9% 9.1% 17.1% 9.0% % Difference 42.9% 51.6% 54.6% 51.3% 83.5% 81.8% 49.2% Average 60.4% 64.4% 56.3% 74.5% 84.3% 69.6% 67.7% Best of the Best 74.8% 75.0% 73.7% 87.3% 94.8% 82.6% 77.6% Absolute Difference 14.4% 10.6% 17.4% 12.8% 10.5% 13.0% 9.9% % Difference 23.8% 16.5% 30.9% 17.2% 12.5% 18.7% 14.6% Average 6.44 5.97 6.17 5.77 5.95 6.2 5.35 Best of the Best 8.02 7.78 8.39 8.34 7.34 7.97 6.04 Absolute Difference 1.58 1.81 2.22 2.57 1.39 1.77 0.69 % Difference 24.5% 30.3% 36.0% 44.5% 23.4% 28.5% 12.9% Retail Travel M&E Finance Technology Telecom Auto 17.0% 13.9% 23.4% 10.9% 8.4% 14.2% 12.6% 26.2% 21.4% 37.9% 17.0% 16.7% 22.6% 19.8% 9.2% 7.5% 14.5% 6.1% 8.3% 8.4% 7.2% 54.1% 54.0% 62.0% 56.0% 98.8% 59.2% 57.1% 66.8% 69.5% 62.5% 79.1% 86.9% 76.2% 72.8% 80.1% 79.0% 78.4% 88.9% 95.2% 85.9% 82.1% 13.3% 9.5% 15.9% 9.8% 8.3% 9.7% 9.3% 19.9% 13.7% 25.4% 12.4% 9.6% 12.7% 12.8% 6.41 6.12 6.53 5.71 5.73 6.4 5.61 8.31 7.89 8.85 7.95 6.91 7.38 6.27 1.90 1.77 2.32 2.24 1.18 0.98 0.66 29.6% 28.9% 35.5% 39.2% 20.6% 15.3% 11.8% 2015 2014 SMARTPHONE SHARE OF VISITS DESKTOP SHARE OF VISITS Average 1.37 1.31 1.55 1.54 1.39 1.92 1.31 Best of the Best 1.59 1.48 1.88 1.94 1.66 2.53 1.44 Absolute Difference 0.22 0.17 0.33 0.40 0.27 0.61 0.13 % Difference 16.1% 13.0% 21.3% 26.0% 19.4% 31.8% 10.2% 1.36 1.32 1.58 1.53 1.4 2.02 1.32 1.57 1.46 1.95 1.96 1.69 2.71 1.44 0.21 0.14 0.37 0.43 0.29 0.69 0.12 15.4% 10.6% 23.4% 28.1% 20.7% 34.2% 9.4%VISIT RATE ADOBE DIGITAL INDEX | EMEA Best of the Best 2015 CONSUMPTION (MINS SPENT)
  14. 14. 14 ADOBE DIGITAL INDEX Tables by industry STICKINESS SOCIAL MEDIA TRAFFIC RATE ADOBE DIGITAL INDEX | EMEA Best of the Best 2015 CONVERSION SMARTPHONE CONVERSION DESKTOP Retail Travel M&E Finance Technology Telecom Auto Average 1.2% 1.2% n/a n/a n/a n/a n/a Best of the Best 1.8% 1.6% n/a n/a n/a n/a n/a Absolute Difference 0.6% 0.4% n/a n/a n/a n/a n/a % Difference 47.5% 33.3% n/a n/a n/a n/a n/a Average 3.4% 3.7% n/a n/a n/a n/a n/a Best of the Best 6.2% 7.8% n/a n/a n/a n/a n/a Absolute Difference 2.8% 4.1% n/a n/a n/a n/a n/a % Difference 82.4% 110.8% n/a n/a n/a n/a n/a Average 49.5% 48.9% 35.9% 43.0% 31.4% 32.8% 50.7% Best of the Best 62.2% 62.2% 54.1% 63.6% 43.8% 49.6% 62.8% Absolute Difference 12.7% 13.3% 18.2% 20.6% 12.4% 16.8% 12.1% % Difference 25.7% 27.2% 50.7% 47.9% 39.5% 51.2% 23.9% Retail Travel M&E Finance Technology Telecom Auto 1.0% 1.0% n/a n/a n/a n/a n/a 1.8% 1.2% n/a n/a n/a n/a n/a 0.8% 0.2% n/a n/a n/a n/a n/a 76.0% 20.0% n/a n/a n/a n/a n/a 3.2% 4.2% n/a n/a n/a n/a n/a 5.9% 9.3% n/a n/a n/a n/a n/a 2.7% 5.1% n/a n/a n/a n/a n/a 84.4% 121.4% n/a n/a n/a n/a n/a 52.0% 51.8% 37.4% 44.1% 31.2% 38.8% 53.0% 64.6% 64.7% 56.3% 62.7% 44.0% 54.2% 64.0% 12.6% 12.9% 18.9% 18.6% 12.8% 15.4% 11.0% 52.0% 51.8% 37.4% 44.1% 31.2% 38.8% 53.0% 2015 2014 Average 1.0% 0.4% 7.6% 0.3% 0.6% 0.7% 0.6% Best of the Best 1.9% 0.9% 18.2% 0.6% 0.9% 1.1% 1.2% Absolute Difference 0.9% 0.5% 10.6% 0.3% 0.3% 0.4% 0.6% % Difference 90.0% 125.0% 139.5% 100.0% 50.0% 57.1% 100.0% 0.6% 0.3% 5.8% 0.2% 0.5% 0.9% 0.4% 1.2% 0.5% 14.3% 0.6% 1.0% 2.4% 1.1% 0.6% 0.2% 8.5% 0.4% 0.5% 1.5% 0.7% 0.6% 0.3% 5.8% 0.2% 0.5% 0.9% 0.4%
  15. 15. 15 ADOBE DIGITAL INDEX Tables by country UK Germany France Nordics Benelux US Average 27.3% 19.3% 18.2% 24.0% 18.8% 28.0% Best of the Best 42.6% 29.1% 27.0% 35.8% 27.1% 42.1% Absolute Difference 15.3% 9.8% 8.8% 11.8% 8.3% 14.1% % Difference 56.0% 50.8% 48.4% 49.2% 44.1% 50.4% Average 56.1% 69.6% 69.4% 61.9% 66.0% 63.1% Best of the Best 74.1% 82.6% 80.4% 79.7% 78.4% 80.5% Absolute Difference 18.0% 13.0% 11.0% 17.8% 12.4% 17.4% % Difference 32.1% 18.7% 15.9% 28.8% 18.8% 27.6% Average 1.40 1.38 1.39 1.60 1.49 1.36 Best of the Best 1.64 1.64 1.59 2.02 1.79 1.56 Absolute Difference 0.24 0.26 0.2 0.42 0.3 0.2 % Difference 17.1% 18.8% 14.4% 26.3% 20.1% 14.7% UK Germany France Nordics Benelux US 21.8% 14.1% 13.0% 17.4% 12.5% 21.9% 34.8% 22.7% 19.5% 26.7% 18.6% 33.1% 13.0% 8.6% 6.5% 9.3% 6.1% 11.2% 59.6% 61.0% 50.0% 53.4% 48.8% 51.1% 61.4% 75.1% 74.8% 68.6% 71.6% 68.3% 76.8% 85.0% 83.2% 83.6% 81.4% 82.1% 15.4% 9.9% 8.4% 15.0% 9.8% 13.8% 25.1% 13.2% 11.2% 21.9% 13.7% 20.2% 1.48 1.36 1.38 1.57 1.49 1.37 1.80 1.59 1.53 1.99 1.78 1.57 0.32 0.23 0.15 0.42 0.29 0.2 21.6% 16.9% 10.9% 26.8% 19.5% 14.6% 2015 2014 SMARTPHONE SHARE OF VISITS DESKTOP SHARE OF VISITS VISIT RATE SMARTPHONE Average 1.46 1.33 1.33 1.54 1.41 1.35 Best of the Best 1.73 1.52 1.53 1.81 1.66 1.61 Absolute Difference 0.27 0.19 0.2 0.27 0.25 0.26 % Difference 18.5% 14.3% 15.0% 17.5% 17.7% 19.3% 1.48 1.33 1.35 1.54 1.42 1.36 1.76 1.50 1.55 1.84 1.66 1.62 0.28 0.17 0.2 0.3 0.24 0.26 18.9% 12.8% 14.8% 19.5% 16.9% 19.1%VISIT RATE ADOBE DIGITAL INDEX | EMEA Best of the Best 2015
  16. 16. 16 ADOBE DIGITAL INDEX Tables by country VISIT RATE DESKTOP CONSUMPTION (MINS SPENT) CONVERSION DESKTOP CONVERSION SMARTPHONE UK Germany France Nordics Benelux US Average 1.44 1.40 1.38 1.66 1.55 1.43 Best of the Best 1.75 1.61 1.59 2.16 1.92 1.74 Absolute Difference 0.31 0.21 0.21 0.5 0.37 0.31 % Difference 21.5% 15.0% 15.2% 30.1% 23.9% 21.7% Average 5.53 5.97 6.51 6.08 6.25 5.04 Best of the Best 7.31 8.09 8.36 7.91 8.58 6.75 Absolute Difference 1.78 2.12 1.85 1.83 2.33 1.71 % Difference 32.2% 35.5% 28.4% 30.1% 37.3% 33.9% Average 3.8% 3.11% 3.15% 3.8% 3.49% 1.8% Best of the Best 7.9% 6.11% 4.54% 6.6% 8.36% 3.8% Absolute Difference 4.1% 3.0% 1.4% 2.8% 4.9% 2.0% % Difference 107.9% 96.5% 44.1% 73.8% 139.5% 110.1% UK Germany France Nordics Benelux US 1.54 1.39 1.39 1.71 1.54 1.44 1.91 1.60 1.59 2.26 1.85 1.75 0.37 0.21 0.2 0.55 0.31 0.31 24.0% 15.1% 14.4% 32.2% 20.1% 21.5% 5.67 6.03 6.51 6.15 6.57 5.14 7.34 8.27 8.40 7.98 9.57 6.88 1.67 2.24 1.89 1.83 3 1.74 29.5% 37.1% 29.0% 29.8% 45.7% 33.9% 3.7% 2.92% 3.22% 3.8% 2.9% 2.0% 7.5% 5.74% 5.05% 6.5% 6.4% 3.8% 3.8% 2.8% 1.8% 2.7% 3.5% 1.8% 102.7% 96.6% 56.8% 71.8% 120.8% 89.4% 2015 2014 Average 1.2% 1.13% 0.88% 1.19% 0.62% 0.6% Best of the Best 2.1% 2.12% 0.82% 1.99% 1.00% 1.2% Absolute Difference 0.9% 1.0% -0.1% 0.8% 0.4% 0.6% % Difference 75.0% 87.6% -6.8% 67.2% 61.3% 106.9% 1.0% 1.07% 0.93% 1.1% 0.4% 0.6% 2.0% 2.06% 1.03% 2.1% 0.7% 1.1% 1.0% 1.0% 0.1% 1.0% 0.3% 0.5% 100.0% 92.5% 10.8% 87.4% 61.0% 96.4% ADOBE DIGITAL INDEX | EMEA Best of the Best 2015
  17. 17. 17ADOBE DIGITAL INDEX | EMEA Best of the Best 2015 ADOBE DIGITAL INDEX Tables by country SOCIAL MEDIA TRAFFIC RATE STICKINESS UK Germany France Nordics Benelux US Average 4.6% 0.54% 0.69% 1.3% 1.1% 3.7% Best of the Best 6.3% 0.99% 1.25% 2.5% 1.7% 6.9% Absolute Difference 1.7% 0.5% 0.6% 1.2% 0.6% 3.2% % Difference 37.0% 83.3% 81.2% 92.3% 54.5% 86.5% Average 39.6% 42.8% 42.2% 45.8% 44.0% 32.6% Best of the Best 59.7% 60.9% 59.0% 61.5% 56.8% 48.4% Absolute Difference 20.1% 18.1% 16.8% 15.7% 12.8% 15.8% % Difference 50.8% 42.3% 39.8% 34.2% 29.1% 48.5% UK Germany France Nordics Benelux US 3.4% 0.47% 0.55% 1.0% 0.92% 2.1% 6.8% 0.85% 0.94% 1.8% 1.6% 4.3% 3.4% 0.4% 0.4% 0.8% 0.7% 2.2% 100.0% 80.9% 70.9% 80.0% 73.9% 104.8% 41.9% 44.6% 43.6% 46.7% 47.2% 35.0% 61.2% 61.2% 61.2% 61.5% 60.7% 51.4% 19.3% 16.6% 17.6% 14.8% 13.5% 16.4% 46.1% 37.2% 40.4% 31.8% 28.6% 46.9% 2015 2014

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