|By Business Wire||
|April 29, 2014 06:00 PM EDT||
ShareThis today released the “Return on a Share Report,” a groundbreaking study that is the first to quantify the monetary value of online recommendations. The report, which will be presented at the Return on Sharing Summit to be held tomorrow in New York City in partnership with the Paley Center for Media, shows that shared online content, such as recommendations shared between friends, now influences consumer purchases more than price and brand, carries nearly as much weight as in-person recommendations and can motivate buyers to spend 9.5 percent more for a product. ShareThis and the Paley Center will convene a high-level group of media and marketing executives for conversations inspired by the report, which is available for free at www.sharethismoment.com.
“There’s no question consumers are actively looking online for recommendations and content to help them decide what to buy,” said Kurt Abrahamson, CEO of ShareThis. “We’ve all known that social sharing is important, but it’s been difficult to measure its impact on consumer spending -- until now. For the first time, this report offers a guide for brands to determine the value of social content, and to make informed decisions about where and how they need to invest to engage their customers.”
The study used two different methodologies to survey more than 6,000 consumers buying in three different industries: automotive, technology and consumer packaged goods (CPG). Some of the key findings include:
- Across all three categories, the value of a positive online share is 9.5 percent, which means that shared reviews or recommendations over social networks increase the value and desirability of products, whether it’s store brands in a supermarket, personal electronics or an automobile.
- A positive recommendation is more important to consumers than price and brand combined, with a relative importance of 57 percent for a recommendation, compared to 28 percent for price and 16 percent for brand across all three categories.
- Positive recommendations can also enable manufacturers and retailers to charge more for products. In fact, a strong positive recommendation, on average, can motivate a consumer to pay 8.8 percent more. That translates to adding, on average, $3,700 to the price that a consumer is willing to pay for a vehicle, $27 to the price of a mini-tablet and $0.75 to the price of a typical supermarket item.
- Conversely, negative recommendations can deter consumers from purchasing by an average of 11.0 percent across all categories.
- The value of online sharing consistently outperforms both consumer ratings and reviews, and an online share carries essentially the same value as in-person recommendation.
- The monetary value and influence of a recommendation or share is also related to the source -- where professionals and close friends and family members have the greatest impact, and strangers the least.
“The Paley Center’s mission is to provide the various stakeholders in the media industry with an independent forum to discuss important topics like this,” said Pat Mitchell, president and CEO, The Paley Center for Media. “We are proud to partner with ShareThis to present their original research and convene a dialogue that will advance our understanding of the sharing economy.”
This research is a crucial milestone for product marketers and publishers who no longer have to guess at the value of their social campaigns, and instead can use the evidence-based model and findings presented in this report. For product marketers, this report offers recommendations for engaging current customers as partners and brand evangelists, incentivizing online sharing, creating shareable experiences, monitoring social media, addressing negative reviews, using paid media to convert new customers, and using social insights to determine where and when to invest in media buys. The Return on a Share study is also a valuable resource for publishers who can use the results to guide content development, drive traffic, understand social metrics, and turn data into action for their developers to engage readers in new and innovative ways.
“We are seeing a fundamental shift in consumer purchasing behavior,” said Lisa Weinstein, President, Global Digital, Data and Analytics at Starcom MediaVest Group. “The explosion of social content like recommendations is having a real impact in people's day-to-day lives, including what we buy and how much we are willing to pay. While we’ve known intrinsically that online engagement is important, being able to quantify the monetary value of online recommendations and sharing, as these findings do, is incredibly important for brands.”
The Return on Sharing study was developed by Beresford Research of Westport, Conn., and conducted in two phases during late 2013 and early 2014. It is the first study of its kind to apply scientific, statistical methodology to the problem of determining the actual monetary value of a social share.
ShareThis uses large-scale social data to deliver breakthrough insights, audience building and advertising solutions across mobile and desktop environments. Every day millions of consumers use ShareThis to share content across more than 120+ social channels including Facebook, Twitter, LinkedIn and Pinterest -- giving the company unrivaled Web Wide Visibility. The company works with half of the Fortune 500 companies and is based in Palo Alto, Calif. To learn more visit http://www.sharethis.com.
About The Paley Center for Media:
The Paley Center for Media seeks to preserve the past, illuminate the present, and envision the future through the lens of media. With the nation’s foremost public archive of television, radio, and Internet programming, the Paley Center produces programs and forums for the public, industry professionals, thought leaders, and the creative community to explore the evolving ways in which we create, consume, and share news and entertainment. In an era of unprecedented change, the Paley Center advances the understanding of media and its impact on our lives. The Paley Center for Media was founded in 1975 by William S. Paley, a pioneering innovator in the industry. For more information, please visit www.paleycenter.org.
About Beresford Research:
Beresford Research helps companies seize market opportunities through thoughtful research based on innovative methodologies and rigorous execution. We create initiatives that are tightly aligned to our clients’ strategic needs, and provide unique industry insights. Founded in 1991 as a marketing and consulting firm, Beresford Research brings a strategic focus to every project. We partner with our clients to provide creative, customized solutions that deliver unprecedented value without the overhead. Clients include Booz & Co., Novartis, Oxford Economics, PhoCusWright, The Week and Towers Watson. For more information, please visit www.beresfordresearch.com.
Donna Yasay, President of HomeGrid Forum, today discussed with a panel of technology peers how certification programs are at the forefront of interoperability, and the answer for vendors looking to keep up with today's growing industry for smart home innovation. "To ensure multi-vendor interoperability, accredited industry certification programs should be used for every product to provide credibility and quality assurance for retail and carrier based customers looking to add ever increasing num...
Oct. 21, 2016 09:15 AM EDT
In an era of historic innovation fueled by unprecedented access to data and technology, the low cost and risk of entering new markets has leveled the playing field for business. Today, any ambitious innovator can easily introduce a new application or product that can reinvent business models and transform the client experience. In their Day 2 Keynote at 19th Cloud Expo, Mercer Rowe, IBM Vice President of Strategic Alliances, and Raejeanne Skillern, Intel Vice President of Data Center Group and ...
Oct. 21, 2016 08:45 AM EDT Reads: 1,347
Today every business relies on software to drive the innovation necessary for a competitive edge in the Application Economy. This is why collaboration between development and operations, or DevOps, has become IT’s number one priority. Whether you are in Dev or Ops, understanding how to implement a DevOps strategy can deliver faster development cycles, improved software quality, reduced deployment times and overall better experiences for your customers.
Oct. 21, 2016 08:45 AM EDT Reads: 360
@ThingsExpo has been named the Top 5 Most Influential M2M Brand by Onalytica in the ‘Machine to Machine: Top 100 Influencers and Brands.' Onalytica analyzed the online debate on M2M by looking at over 85,000 tweets to provide the most influential individuals and brands that drive the discussion. According to Onalytica the "analysis showed a very engaged community with a lot of interactive tweets. The M2M discussion seems to be more fragmented and driven by some of the major brands present in the...
Oct. 21, 2016 08:45 AM EDT Reads: 11,079
Apache Hadoop is a key technology for gaining business insights from your Big Data, but the penetration into enterprises is shockingly low. In fact, Apache Hadoop and Big Data proponents recognize that this technology has not yet achieved its game-changing business potential. In his session at 19th Cloud Expo, John Mertic, director of program management for ODPi at The Linux Foundation, will explain why this is, how we can work together as an open data community to increase adoption, and the i...
Oct. 21, 2016 08:15 AM EDT Reads: 1,831
Machine Learning helps make complex systems more efficient. By applying advanced Machine Learning techniques such as Cognitive Fingerprinting, wind project operators can utilize these tools to learn from collected data, detect regular patterns, and optimize their own operations. In his session at 18th Cloud Expo, Stuart Gillen, Director of Business Development at SparkCognition, discussed how research has demonstrated the value of Machine Learning in delivering next generation analytics to impr...
Oct. 21, 2016 08:00 AM EDT Reads: 5,561
Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at Cloud Expo, Ed Featherston, a director and senior enterprise architect at Collaborative Consulting, will discuss the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
Oct. 21, 2016 07:45 AM EDT Reads: 3,722
All clouds are not equal. To succeed in a DevOps context, organizations should plan to develop/deploy apps across a choice of on-premise and public clouds simultaneously depending on the business needs. This is where the concept of the Lean Cloud comes in - resting on the idea that you often need to relocate your app modules over their life cycles for both innovation and operational efficiency in the cloud. In his session at @DevOpsSummit at19th Cloud Expo, Valentin (Val) Bercovici, CTO of So...
Oct. 21, 2016 07:45 AM EDT Reads: 2,050
SYS-CON Events announced today that StarNet Communications will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. StarNet Communications’ FastX is the industry first cloud-based remote X Windows emulator. Using standard Web browsers (FireFox, Chrome, Safari, etc.) users from around the world gain highly secure access to applications and data hosted on Linux-based servers in a central data center. ...
Oct. 21, 2016 07:30 AM EDT Reads: 2,008
Virgil consists of an open-source encryption library, which implements Cryptographic Message Syntax (CMS) and Elliptic Curve Integrated Encryption Scheme (ECIES) (including RSA schema), a Key Management API, and a cloud-based Key Management Service (Virgil Keys). The Virgil Keys Service consists of a public key service and a private key escrow service.
Oct. 21, 2016 07:15 AM EDT Reads: 865
What happens when the different parts of a vehicle become smarter than the vehicle itself? As we move toward the era of smart everything, hundreds of entities in a vehicle that communicate with each other, the vehicle and external systems create a need for identity orchestration so that all entities work as a conglomerate. Much like an orchestra without a conductor, without the ability to secure, control, and connect the link between a vehicle’s head unit, devices, and systems and to manage the ...
Oct. 21, 2016 07:15 AM EDT Reads: 1,272
SYS-CON Events announced today that eCube Systems, the leading provider of modern development tools and best practices for Continuous Integration on OpenVMS, will exhibit at SYS-CON's @DevOpsSummit at Cloud Expo New York, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. eCube Systems offers a family of middleware products and development tools that maximize return on technology investment by leveraging existing technical equity to meet evolving business needs. ...
Oct. 21, 2016 07:00 AM EDT Reads: 4,374
Web Real-Time Communication APIs have quickly revolutionized what browsers are capable of. In addition to video and audio streams, we can now bi-directionally send arbitrary data over WebRTC's PeerConnection Data Channels. With the advent of Progressive Web Apps and new hardware APIs such as WebBluetooh and WebUSB, we can finally enable users to stitch together the Internet of Things directly from their browsers while communicating privately and securely in a decentralized way.
Oct. 21, 2016 06:45 AM EDT Reads: 1,783
Without lifecycle traceability and visibility across the tool chain, stakeholders from Planning-to-Ops have limited insight and answers to who, what, when, why and how across the DevOps lifecycle. This impacts the ability to deliver high quality software at the needed velocity to drive positive business outcomes. In his general session at @DevOpsSummit at 19th Cloud Expo, Eric Robertson, General Manager at CollabNet, will discuss how customers are able to achieve a level of transparency that e...
Oct. 21, 2016 06:15 AM EDT Reads: 471
Amazon has gradually rolled out parts of its IoT offerings, but these are just the tip of the iceberg. In addition to optimizing their backend AWS offerings, Amazon is laying the ground work to be a major force in IoT - especially in the connected home and office. In his session at @ThingsExpo, Chris Kocher, founder and managing director of Grey Heron, explained how Amazon is extending its reach to become a major force in IoT by building on its dominant cloud IoT platform, its Dash Button strat...
Oct. 21, 2016 06:15 AM EDT Reads: 4,628