Today Razorfish released data that demonstrates how closely social activity may correlate to purchase behavior.
The data in a detailed white paper titled “Social Media Measurement: Widgets and Applications”
finds that purchase behavior directly correlates to how deeply a
consumer engages with a piece of social media *and* where they discover
the media. Not surprisingly, referrals from friends (or influencers)
are 4x more effective.
The author states “there are significant differences in both engagement and spend between those who discovered the application or widget through media, versus those who were referred by friends. As shown below, those who discovered the application via a friend were almost four times more likely to download the application. They were also more likely to spend money on the client site and spent much more on average.”
The author states “there are significant differences in both engagement and spend between those who discovered the application or widget through media, versus those who were referred by friends. As shown below, those who discovered the application via a friend were almost four times more likely to download the application. They were also more likely to spend money on the client site and spent much more on average.”
You can read the Razorfish blog here. I think this data will be useful in supporting the need for Propagation Planning.
Thanks for the shout out, Griffin. Hope you can put the data to good use.
Posted by: Garrick Schmitt | 01/29/2009 at 07:58 PM