San Francisco, CA (PRWEB) March 17, 2011
Today Adgregate Markets, the leader in secure social commerce solutions, and Webtrends, the global leader in mobile and social analytics, announced that they've partnered to publish the industry's first statistically significant data on the recent growth in social commerce on Facebook. The collaboration resulted in the release of The Effect of Social Networks and the Mobile Web on Website Traffic and the Inevitable Rise of Facebook Commerce, a whitepaper examining the impact of social networks and mobile sites on website traffic, and the correlating rise of Facebook commerce by leading retailers. The whitepaper and its data was jointly presented for the first time at MediaPost's OMMA Global in San Francisco by John Underwood, COO of Adgregate, and Justin Kistner, Sr. Manager of Product Marketing for Social, from Webtrends, on March 1 at a presentation entitled: "You've Got Fans: Now What?"
The leading brands in social media marketing now have fan bases as high as 20 million fans. Brands are expected to double their investment in Facebook advertising this year totaling over $4 billion. Yet, the overwhelming majority is still unclear how to leverage their fans to drive meaningful business value. The jointly published whitepaper now makes the case for driving value with fans, including social commerce and fan nurture campaigns that give them what they want: access, offers, and community. The data shares original research from over 11,000 Facebook ad campaigns, 25+ top Facebook retailers, and over 20 million fans interacting and purchasing from these retailers on Facebook.
Key takeaways from the report include:
- Websites that do not engage in e-commerce are losing traffic to their Facebook pages at a startling rate
- Websites with e-commerce activity seem to sustain traffic in spite of Facebook's influence, but are experiencing drops in unique visits compared to last year - signs of losing traffic in the future to Facebook
- This proves a gradual shift in traffic from a brand's website to its Facebook page and hence the need for marketers to closely measure their Facebook activity
- Facebook stores are very efficient at traffic acquisition acquiring visitors at no cost through wall posts and establishing a store monthly user base equal to 1-10% of the retailer's fan base
- Facebook stores on average generate a 17% social engagement rate (merchandise "likes" and "shares" per visitor)
- Facebook commerce conversion rates ranging from 2% to 4% are on par with Commerce websites.
Webtrends analyzed the unique visits to the websites of the Fortune 100 as well as their Facebook fan pages. On average, these top companies have lost almost one quarter of their unique visits. Some sites lost over three quarters of their unique visitors. In contrast, Facebook fan pages have rapidly grown in size with a clear distinction between companies engaged in ecommerce and those who do not. About 65% of the non-ecommerce brands have more Facebook traffic than website traffic, compared to less than 40% of ecommerce brands. Webtrends concludes the difference is based on a misconception that Facebook marketing is unproven for ecommerce brands and therefore those brands have yet to invest as strongly as non-ecommerce brands. Adgregate has the performance data that proves social commerce works today.
Adgregate's ShopFans powers the social commerce storefronts for retailers with combined total online annual sales of over $8.5 billion and over 20 million Facebook fans. Data compiled for the report was done through detailed tracking of the entire conversion funnel in Facebook, from traffic acquisition to engagement to purchases for these leading retailers. Unlike many existing social commerce solutions deployed on Facebook, ShopFans utilizes the world's most secure social commerce technology. Moreover, ShopFans was designed from the ground up specifically for Facebook, not just a store in an iFrame, which allows brands to tie directly into all of the social plumbing of Facebook, including News Feed stories promoting "Wish lists," "Likes," "Shares," gift registries, private and flash sales, loyalty rewards, social badging, and more.
For a copy of the whitepaper available now, click here.
Facebook Marketing and Social Commerce Webinar
Webtrends and Adgregate Markets will be hosting webinar March 17th, 2011 at 10am PST/1pm EST titled: "Evaluating Success in Social Commerce - A First Look at Cutting-Edge Facebook Data." For more information or to attend the webinar, please register here.
About Webtrends, Inc.
Webtrends is the global leader in mobile and social analytics. We help marketers create, measure and improve campaigns for more than 7,000 leading brands including: The New York Times, Microsoft, BMW, RIM, China Telecom, China Mobile, CCTV, Tencent QQ, Hitachi, The Associated Press, HSBC, Barclays, Vivo Cellular and Petrobras. Our leadership extends beyond the web analytics industry we founded to the measurement, optimization and integration of all digital content and customer intelligence, including web sites, social media, mobile and paid-search advertising. For more information, visit http://www.webtrends.com.
About Adgregate Markets
Adgregate Markets is the leading provider of secure advertising and social commerce solutions. ShopFans™ turns social shopping on Facebook from conversations into conversions and is the only secure social commerce solution in the market. ShopAds™ guide prospective customers from the point of discovery to the point of purchase entirely within innovative online and mobile ads. SecureAds™ are the world's most secure ads for customer engagement. Adgregate is a privately held company based in the San Francisco Bay Area and is venture-backed by leading investors. Adgregate has received numerous industry awards for its innovative advertising technology, including ad:tech's White Hot Company, TechCrunch50 Finalist, and AlwaysOn OnMedia 100 Winner, recognizing the top private companies in digital media and advertising. For additional information, please visit http://www.adgregate.com.
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