May 25 Social You Should Know: Social and Sales – New from Google and Pinterest
For our U.S. based clients and friends, it’s Memorial Day weekend. We hope you all enjoy it as much as we enjoyed our Mystery Trip last weekend (pictures here).
Google Data on Social Media Contribution to Sales Is Fascinating
As more people try to figure out the impact that social media has on their sales, Google released a new site with some very interesting data. It shows the number of times social “assists” in a sale versus the number of times it is the last interaction before purchase. It provides data for several different industries (Google includes auto, biz, classified/local, CPG, edu/gov, finance, health, media, retail, tech and travel) and locations (they include Brazil, Canada, France, Germany, Japan, UK and US). Across all industries, Google data suggests that social helps with 1.9 sales for every one direct sale, but that varies widely. It also shows the value of multi-touch attribution. Here’s a quick slide deck I did with a few interesting screenshots of Google data.
Pinterest Provides Brands Value (Without Media Buys)
(Are you listening Facebook? Remember when you used to do this?) Pinterest announced “Rich Pins” this week, which augments certain types of pins with additional data. Product Rich Pins show prices, availability and where to buy directly on the pin with the data updating daily. Although pricing data may result in a decrease in site referrals, the additional data may drive an increase in qualified traffic from Pinterest. Recipe Rich Pins include the full recipe, plus facts such as “gluten free.” Finally, Movie Rich Pins pull in release date, rating, cast and review scores. It’s a nice way to add value to users and to brands at the same time. Well played, Pinterest.
Brands on Vine, Collected
Speaking of brands using fledgling social networks, a new site called (appropriately enough) BrandsOnVine.com launched this week, pulling in vines from many different brands. It’s still early, as some of the links aren’t working for me, but enough do that it’s a helpful way to get ideas on how brands are using Vine. (Tip: Latest Vines work better than the categories right now.) Here are three clever ones from Elle, Timex, and Rolling Stone.
As a quick side note, congratulations to our client, Dodge, for this shout-out for the Dodge Defiance program we launched together. It’s exciting to be a part of a great partnership. Enjoy your long weekend.