Pinterest | Social Media ROI | Earned Media | Cost of Loyal User

February 6, 2012

shareaholic-january-2012-referral-traffic.jpgPinterest now drives more referral traffic (3.6%) than YouTube (1.05%), Google+ (0.22%), and LinkedIn (0.2%) combined, according to Shareaholic’s January 2012 Referral Traffic Report. Pinterest grew 44% from 2.5% of referral traffic in December 2011, after owning just 0.17% of the traffic in July 2011. Facebook remained the top referral source, growing 3% month-over-month from 25.6% to 26.4%. StumbleUpon also maintained its second ranking, though it dropped 22% from 6.5% to 5.07%.

  • For every $1 spent, social media marketing returns an average of $1.50, reported BzzAgent in January 2012. The company analyzed results from Marketing Mix Modeling studies conducted on BzzAgent social marketing campaigns for 21 leading CPG companies to determine the figure.
  • Analyzing 7.9 million social video views for brands across a number of vertical categories, Jun Group found that the average social video campaign delivers 30.1% additional media value above-and-beyond the media spend [pdf]. The company defines earned media as a series of actions that users initiate after watching a social video, and placed a monetary value on each action to reach its conclusion.
  • According to January 2012 data from Fiksu, the cost of acquiring loyal application users (people who open an app 3 times or more) peaked at a record $1.81 in December 2011, up 26.5% from $1.43 in November, and representing an increase of 65% from $1.10 in May 2011.

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