Kikabink News
=============
November 23, 2009
Hi welcome,
Emails containing coupons get 50 percent higher open rates...
====================== TABLE OF CONTENTS ======================
News and Comment:
"Bing Increases Search Share To 9.9 Percent"
"Google Scholar Lets You Find U.S. Legal Opinions"
Feature Article:
"Blog and News Feeds Spur Social Media Discussion"
Kikabink Lab:
"Emails With In-Store Coupons Get 50 Percent Higher Open Rates"
======================= NEWS AND COMMENT ======================
"Bing Increases Search Share To 9.9 Percent"
--------------------------------------------
comScore's October 2009 United States search engine usage data
shows that Bing's share has climbed 0.5 percent since September,
reaching 9.9 percent of all searches.
Most of Bing's gain, however, came at Yahoo's expense. Yahoo
lost 0.8 percentage points during the same period, achieving an
18.0 percent U.S. search engine share, while Google's share
climbed 0.5 percent to 65.4 percent of the U.S. market.
Ask Network maintained its 3.9 percent share of U.S. searches in
October, whilst AOL lost 0.1 percentage points to claim a 2.9
percent share.
Overall, Americans conducted 14.3 billion searches in October,
up 3 percent from September.
* * * * *
"Google Scholar Lets You Find U.S. Legal Opinions"
--------------------------------------------------
The law book publishers, and free case law resource sites, are
probably hating Google right now. Last week Google announced
that Google Scholar - it's search engine for academic and
scholarly publications - will now allow people to find and read
full text legal opinions from U.S. federal and state district,
appellate and supreme courts.
Google says this addition to Google Scholar will empower the
average citizen by helping them learn more about the laws
applying to them. Yeah right.
Let's be honest here: the average citizen won't be poring over
tedious judgments (however profound they may be). The main
target market for this enhancement to Google Scholar (and it
certainly is an enhancement) is U.S. attorneys, many of whom
used to pay rather steep fees for case law... and can now get
them for free!
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-------------------------------------------------
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======================= FEATURE ARTICLE =======================
"Blog and News Feeds Spur Social Media Discussion"
--------------------------------------------------
According to PostRank, the level of social media conversations
and discussions regarding the 1,000 'most engaging' blog and
news feeds has grown 30 percent year over year since 2007.
According to PostRank, not only are more people participating in
social media, but the "'share, and like this' phenomenon
sweeping through Facebook, Twitter, and dozens of other social
hubs, are all facilitating this trend".
One interesting consequence of this growth in social media
engagement is that as more discussions occur on Facebook,
Twitter and the like, fewer discussions are occurring on the
blog sites themselves.
According to PostRank, between 2007 and 2009 the amount of
on-site engagement has dropped by over 50 percent, while the
off-site engagement has grown.
How are blog and news feeds spurring social media discussions?
PostRank says that trackbacks, which were previously the main
driver of such discussions have declined from 19 percent to 3
percent between 2007 to 2009. At the same time, discussions
about feeds on social media channels such as Twitter,
Friendfeed, and Facebook have risen from than 1 percent to over
29 percent.
PostRank also notes that a typical story now has a longer
lifespan. In 2007, over 94 percent of engagement with a news
story occurred within the first day of publication, with 98
percent of that within the first hour of publication. By 2008,
however, 83 percent of total engagement occurred in the first
hour and in 2009, it was 64 percent.
PostRank calls this phenomenon 'strengthening the weak ties' and
reassures publishers that the trend towards more off-site
engagement is nothing to fear:
"Anyone who worries about the monoculture effect of niche
networks should breathe a sigh of relief — the data indicates
the complete opposite. Even as we organize ourselves into
micro-networks of interests, the weak ties that everyone brings
are helping the content to travel further and over longer
periods of time. Increased lifespan of a story from 2007 to 2009
is case in point."
Publishers will, however, need to work out better ways to
harness social media. After all, the vast majority of discussion
about a given article still occurs in the first hour of its
publication.
At this stage, most publishers seem to opt for a combined
'machine gun and grenade' approach: constantly firing out
stories in the hopes of a hit, whilst also throwing out some
grenades as the 'big stories' they hope will have the greatest
resonance and longevity.
Whether or not this changes - or needs to change - in light of
the trends noted by PostRank remains to be seen...
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--------------------------------------------------
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========================= KIKABINK LAB ========================
"Emails With In-Store Coupons Get 50 Percent Higher Open Rates"
---------------------------------------------------------------
Research by Experian Marketing Services indicates that 80
percent of email campaigns containing online coupons derive
50 percent higher open rates, as well as higher click-through
rates, higher transaction-to-click rates and higher transaction
rates than non-coupon email campaigns.
Experian's key findings are that:
-- Two-thirds of American households use coupons, with the vast
majority of coupons (87 percent) used to save money and 30
percent used to try a new product or service.
-- Seventy percent of coupon-using households obtain their
coupons from newspapers. However, the Internet is a growing
coupon source. Over the last three years, the number of
households that get their coupons online has increased by 46
percent.
-- Nearly half of all American households use coupons to buy
food/grocery products, making them the most common items
purchased with coupons, followed by cleaning products and
beauty/grooming products.
-- More households are now using coupons at restaurants/fast
food chains. Compared to 2006, there are now 9 percent more
households redeeming coupons at restaurants.
-- Click rates trended higher for coupon emails, with average
lifts of 17 percent for coupons redeemable online and 24
percent for coupons redeemable in-store.
-- Eighty percent of online coupon mailings garnered higher
transaction-to-click rates and transaction rates than the
non-coupon campaigns. Of this group, 78 percent also generated
higher revenue per email.
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------------------------------------
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************************* CLASSIFIEDS *************************
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=================================================================
That's it for now. If you have any questions or feedback, feel
free to drop me a line at anna@kikabink.com.
To your profit,
Anna
Anna Johnson
Editor, Kikabink News
http://www.kikabink.com/news/
anna@kikabink.com
Follow me on Twitter: http://twitter.com/annajohnson
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