Nielsen: Time Spent On Social Networks Up ~60% YOY

Facebook, MySpace, Twitter, LinkedIn, and other such sites are - in general, anyway - doing quite well on a global basis, according to new stats from Nielsen.  Nielsen revealed this afternoon that people all over the world are dedicating a lot more time to social networks.

A report stated, "On average, global web users across 10 countries spent roughly five and a half hours on social networks in February 2010, up more than two hours from the same time last year."  Italians and Australians actually took the lead, too, beating the U.S. average of 6 hours and 3 minutes by 25 minutes and 22 minutes, respectively.

Then here are a couple more interesting findings: "Overall, the active unique audience to social networks grew nearly 30%, from 244.2M to 314.5M in the last year.  In the U.S., the average active unique audience grew to 149.M from 115M in February 2009" (which also works out to 30 percent).

Facebook made Nielsen's last points of comparison anything but close calls, though.  It beat the other social networks by wide margins in terms of "% Reach of Active Social Users," "Sessions per Person," and "Time per Person."

Facebook, then, would appear best positioned to find advertisers and generate revenue outside the U.S.

Social Media Lessons from the Big Brands: Intuit Edition

A recent survey from E-Consultancy, in association with the Online Marketing Summit, found that most businesses are still only experimenting with social media. With this in mind, it seems worth paying attention to how some big and successful brands use social media in their own strategies.

Are you still in the experimentation phase with social media? Talk to ArisYulianta and Friends... about it.

One company that is finding social media incredibly useful is Intuit, makers of popular financial software like TurboTax, QuickBooks, and Quicken. Seth Greenberg, Director of National Media Buying and Digital Marketing for Intuit’s consumer group answered some of our questions about how effective the company's efforts are in social media.

Intuit actively participates on Twitter and Facebook daily, as well as YouTube, and some advertising with MySpace and LinkedIn. When asked if they focus on any network more than others, Greenberg says, "Currently, Twitter and Facebook are the focus because more than 50% of customers use it. Twitter offers a transparent, real-time engagement with customers and prospects on questions, issues or general comments they may have.  Through both networks we are able to provide relevant, timely and valuable information to consumers."

We asked what ways the company participates. Intuit has employees all across the company that have a hand in the social media strategy, as it relates to their own roles. This covers everything from communications to marketing, and product people.

"TurboTax is very involved in social, as are other business units in the company," he says. "We recently launched @TeamTurboTax where taxpayers on Twitter can tweet questions to @TeamTurboTax and get fast, free answers from a team of tax, tech and product experts providing help and advice to make tax time easier. The account is managed by a cross-functional team of employees including those from PR, product management, marketing and support."

"In addition, there is a TurboTax Twitter account to also engage with consumers, but also provide tax tips, information, contests, etc," he adds. "We do have a Facebook page as you know and an interactive TurboTax Tax Break Blog, that includes the latest tax information, surveys and tips. Also, three years ago, TurboTax launched its Live Community, now used by more than 11 million people, to provide free instant answers from TurboTax users and tax experts online."

We asked how Intuit is integrating its on-site (proprietary domains and products) and off-site social marketing activities. "The in-product experience with Facebook Share gives customers the option to share to their Facebook news feed, creating a network effect when they share a comment or post a review. We know that fifty percent of TurboTax customers are on Facebook," says Greenberg. "The Friends Like You campaign (which Gigya is a partner with) allows customers not only to post a review, but for anyone looking for 3rd party recommendations about what product to use and their experience, to see and sort through reviews from friends (in their network) or from people like them (based on similar tax situations). Also, our national advertising with NBC highlights the Friends Like You campaign and drives people online for a total integration from offline to online to product."

When asked what technologies the company has implemented to help it maximize word of mouth traffic, he says, "The work we do with Gigya, is an example of applying technology to connect to Facebook and Bazaarvoice with our customer reviews. Live Community is an in-house technology that leverages community, where TurboTax users and experts ask and answer questions.  It is free in all products, but also to anyone that has tax questions through our website.  These are some of the ways that also lead to great SEO results."

Intuit uses metrics like click-throughs, network effect of "pass alongs" (consider that average Facebook user has 150 friends), engagement and conversion (both of new versus existing customers). When asked how Intuit's social media efforts have contributed to the company's sales, brand loyalty, and web traffic, Greenberg says they're learning that social can be a "very potent avenue to driving revenue, and even be more influential than other channels when applied the right way."

"We have very active and passionate customers. We see that with the Live Community, with our Inner Circle (an opt-in community where customers provide feedback, beta testing, etc) and the incredible amount of customer reviews we receive with an average of 4.5star rating," he says. "Social is a tactic to help drive traffic and is built in to many of the initiatives we employ (drive traffic to a specific link, like the blog or to TurboTax.com)."

Of course mobile factors into the strategy, even for a software company like Intuit. "Mobile is a key strategy for Intuit and figuring out where/when it is relevant for consumers.  We do have social tax apps, like TaxCaster (an app to help estimate your tax refund) and SnapTax (an app that allows CA taxpayers with simple returns to file a federal/state tax return from their iPhone)."

"We're fortunate to have the passionate customers that want to express themselves and give us their feedback...Given the right tools/technology, our customers can be our best sales force (help to spread WOM).  Overall, we look at engaging with people in a way that adds value to them, providing them with the information they need to make the right decisions."

What do you think of Intuit's social media strategy based on Greenberg's description? Do you see ways that the company is using  social media that you could apply to your own business? Share your thoughts here.

Online Ad Spending To Outpace Print In 2010

Spending on online advertising and marketing will surpass print in 2010 for the first time, according to a new report from Outsell.

Companies will spend $119.6 billion on online and digital strategies, from search engine keywords to webinars, while committing $111.5 billion to print such as newspapers and magazine ads. Overall, U.S. spending on advertising and marketing will increase in 2010, but only by 1.2 percent to $368 billion.

Outsell forecasts spending, share, and growth for five media categories including online, events, print, TV/radio and PR/other.

"Advertisers are directing dollars toward the channels which generate the most qualified leads and most effective branding," said Chuck Richard, Vice President and Lead Analyst, Outsell.

"As they emerge from the recession, they need more accountability, and they're spreading their spending over a widening set of options."

Print magazine advertising will be up 1.9 percent to $9.4 billion even with the popularity of online channels.

Other key findings include:

*51 percent if B2B marketers rate Facebook as extremely or somewhat effective, followed by LinkedIn (45%), Twitter (35%) and MySpace (25%).

*B2B advertisers see cross-media marketing as most effective; 78% combine three or more major marketing methods.

*Methods creating the highest B2B ROI are topped by advertisers' own websites, followed by conferences, exhibitions and trade shows: direct mail; search engine keywords; and e-marketing/e-newsletters. 
 

Twitter to Get More Useful in Time for Monetization?

Twitter engineer Alex Payne tweeted over the weekend, "If you had some of the nifty site features that we Twitter employees have, you might not want to use a desktop client. (You will soon.)" Some took that to mean that Twitter was working on some new features for its own site, that would essentially render some popular third-party clients all but obsolete. The question is whether this is a legitimate concern for developers, or it has just been blown out of proportion. It could possibly be a combination of the two.

Technology blog TechCrunch took the tweet and ran with it, speculating that Twitter "appears to be on the verge of some big changes," and noting that the company recently hired a new "UI guru" (that's User Interface) from LinkedIn. Following this story, Payne quickly reacted through his Twitter account, downplaying the threat to third-party developers, saying things like, "I just mean that our web client team is building cool stuff. It’s going to inspire desktop app developers. Same data, new perspectives," and "It's all stuff that's available in the API, just a different view of it." He also retweeted more than one tweet mocking TechCrunch's reaction, such as this one from another Twitter employee:

Still, TechCrunch's MG Siegler may not be completely off base. Just because Twitter isn't taking anything away from developers, doesn't necessarily mean that users of certain third-party apps won't just as soon use Twitter.com instead, when the features they enjoy start being integrated there. If nothing else, such features could keep new users from worrying about looking for apps that do these things, because their needs will already be filled.

That's not to say Twitter would be wrong for doing so. User retention has been a problem for the company in the past, and anything that makes Twitter more usable has to be good for usage. Twitter is expected to announce its new ad platform/monetization model this month (finally), and while nobody knows exactly how that's going to shake out yet, it's likely in Twitter's best interest to have users going through Twitter itself.

Twitter has not been shy in the past about taking ideas that were born from the community, and integrating them into Twitter.com (the retweet feature comes to mind). The much larger Facebook has certainly been happy to borrow ideas from Twitter, so if Twitter wants to secure a stable future in this social networking/microblogging space, it is going to help if it looks at the ways users use the service through third-party apps, and utilizes some of these functionalities on its own.

As far as the developers are concerned, the more ideas Twitter takes for itself, the more innovating developers are going to have to do to keep their own apps relevant, and that can only be good for the Twitter community at large.

On a sidenote, Payne's original tweet on the matter appears to have been deleted (the URL linked to by Siegler, now goes to a "sorry that page doesn't exist!" page).  Update: Twitter does apparently have some missing tweet issues going on, so perhaps that is related.

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