All posts by susan

AddThis Goes Global With Audience Products

AddThis has been global from the start. 70% of sites that use our plugins are outside the US, and we love powering sharing and social engagement all over the world.  Looking across the globe and across the more than 330 social services that drive digital engagement, we have found some interesting things…

  • South Korea and Norway are the most social mobile countries
  • During the Olympics, there was a 30 % increase in social activity (shares and referrals) compared to an average day in 2012
  • Residents of England tweet 78% more than the global average
  • French users print 2X as much as the rest of the world
  • Facebook is used 33% less in Germany than the rest of the world

AddThis connects with 1.3B users globally through our use of sharing tools that improve web experiences, and now AddThis launches audience segments by aggregating anonymous data from its global footprint of more than 14M websites.  We have deep data, seeing an average of 140 points of data on each user, and we also have one of the widest reaches in the industry, connecting with 311M user devices in Europe alone.


AddThis is bringing that insight to advertisers in each region with the launch of global intent-based audience segments.  The new products will allow customers to target consumers globally, at the regional or country level, while protecting the privacy of users.

  • Which countries first? – We are beginning with localized and optimized audience segments in the United Kingdom, France and Germany with plans for additional segments in other European countries.
  • Where to buy? – The audiences will be available at the leading international trading desks, demand-side platforms (DSP), data management platforms (DMP), real-time bidding (RTB) exchanges, and other local partners.
  • Which categories – Automotive, Financial, Food, Gamers, Health, Movies, Politics, Retail, Technology, Telecom, Television, Travel, Women, Influencers, Sports, and Education.

Interested in partnering with AddThis on global audience segments?  Please read more about our new global audience segments here or contact Arthur McKinley, Head of International Business Development at

** Please note that all unique figures on this chart are for user devices.  Many users have more than one devices, whether it is a mobile device or desktops at home and at the office.

VP Biden beats President Obama in social mentions across Web

Sadly, the national convention season is over for the next four years, but at least, we still have data to remember it by and the promise of the next 60 days worth of election sprinting.

Last night, the first question was whether Vice President Biden’s impassioned speech or the President’s drove more interest in the Socialsphere.  In looking at public social comments on it’s Social TV scorecard, Bluefin Labs showed that the President won easily with 53K public comments per minute.  But at AddThis, we track social comments across 350 global social services (from email to Tumblr, from Twitter to Pinterest) and the result was different – Biden beat Obama in social mentions across the Web.  Some commentators noted that Biden’s comments were more impactful than the President’s, and our data from the Socialsphere backs that up.  We also saw that unlike when President Clinton spoke, where there was 70% more tweets than Facebook updates, last night was even between the two platforms.

Looking at where the President got the most social mentions, we see that the East Coast of the US was 3X more interested in Obama’s speech than the South and Midwest.  Interesting to note that the battleground states of North Carolina and Virginia were particularly fired up.

As for what people were commenting on – topics covered the usual gamut: polls, the President’s church, his kids, salary, and Matt Damon (?).

And to answer some questions from the above…No, the President was not in a fraternity.  His salary is $400K a year.  He is 6 feet, 1 inches tall.  And he quit smoking a year ago.

More election data coming soon from us…  Want to get this data for your own site?  Time to get AddThis’s social plugins and analytics.

Clint Eastwood Gets More Buzz Than Mitt Romney at Final Night of RNC

Just as the 2012 Olympics were the social Olympics, the Republican National Convention alone has garnered more attention than both conventions together in 2008.  Just on Twitter alone, the end of Governor Romney’s speech prompted over 14K tweets per minute.

Across the web, however, the first of the headliners on the final night won in social mentions.  Having a surprise guest clearly worked with Clint Eastwood and his empty chair garnering more social mentions than the nominee himself.

Once he got started, Romney had a wide range of topics trending, from his watch to his family’s immigration from Mexico.

In terms of geographic interest, Governor Romney spiked understandably in Utah, but had strong mentions from Texas to New Jersey.

Looking forward to Charlotte, the debates, and the rest of the election events.

Want to be able to track the same (and more) statistics for social activity on your own site?  Get the Code for AddThis tools and analytics – easy-to-use, powerful social tools and always free!

Night 1 at RNC 2012: Did Mrs. Romney or Governor Christie get the most buzz?

Last night, the Republican National Convention (#gop2012) fired up in Tampa with two headliners – the nominee’s wife Ann Romney and New Jersey Governor Chris Christie.

Going first, Ann Romney’s upbeat remarks worked to humanize her husband for the country, as you can see below from the tag cloud showing the most social mentions of their time in college, her illnesses, their faith, and their children, among other personal topics.

Not surprisingly, Mrs. Romney got the most mentions in Massachusetts, where her husband was governor, and in Utah, where there is a high concentration of members of the Mormon faith.

The political Twitterverse lit up with how well Mrs. Romney was doing, but when Chris Christie took the stage, the public comments and the web-wide social mentions shifted. Despite waiting more than 15 minutes to mention Governor Romney in his speech, Chris Christie focused on traditional conservative topics (and his own record), making his speech another highlight of the night.  Looking at the numbers, however, we don’t see a clear winner in the number of social mentions between Christie and Ann Romney.

Looking forward to tonight when Representative Paul Ryan, the nominee for vice president, takes the stage and we see how the web reacts.

Named DataWeek’s 2012 Top Innovator in Advertising Data

addthisNewer (2)

We’d like to extend a big thank you to DataWeek, the US’s largest data conference, for recognizing AddThis as the nation’s most innovative company in the advertising data category. We’re most well known for our sharing platform and social plugins, so it’s especially gratifying to be recognized for our audience modeling capabilities and media solutions for brands.

For more information, please see the press release here. As always, thank you for being great partners and helping us stay true to our commitment to providing easy to use tools and solutions for publishers and advertisers.

AddThis Olympics Winners [Wrap-Up Infographic]

Here at AddThis, we are missing the Olympics, so we pulled together some interesting tidbits from sharing across our 14 million sites.  We looked at social mentions, the ultimate measure of user engagement.  Mentions bring together all types of original shares and searches to Reddit, Twitter, Facebook, or whatever service you’re into.  With that measure, here are some Olympics winners:

  • #1 social network for sharing: Facebook
  • #1 brand for increasing their number of social mentions: Chobani
  • #1 sport in total mentions: Swimming
  • Sport with the highest lift in social mentions: Gymnastics
  • #1 athlete in mentions: Michael Phelps
  • Athlete with the highest lift in mentions: Gabby Douglas (and women athletes overall)

(Click image for larger version.)

6 Paid-Owned-Earned Ideas in Retail from eTail’s Social Day

Team AddThis was out at eTail’s Social Commerce & Engagement Summit yesterday in Boston, and the themes of how social and data impact Paid-Owned-Earned strategies were front and center.  While it’s often tough to come with completely new ideas for conferences, it’s great to have innovative, cool examples of the things we already know to be true.  Here are 6 insights that came out from the speakers loud and clear:

1.  2 social platforms still dominate, but everyone has a different #3
Everyone started their conversations talking about Facebook and Twitter strategies, but quickly the conversation turned to additional outlets – starting with YouTube, FourSquare, Instagram, and Google+.  Matthew Shadbolt from the Corcoran Group, a real estate firm in NYC, gave examples of building a war chest of local tips in FourSquare and using Google+ for hangouts.  After stories of how videos of gamers unboxing their Freek products became key content, Ashish Mistry from KontrolFreek shared that 30% of their traffic is coming from YouTube.  And I was a little surprised to hear from @virginia_suliman that Instagram is a key platform for HIlton Hotels, but not so much that it is for employees at ModCloth who use it to show off their favorite vintage-inspired gear.

2.  Different social networks call for different content
Growing up with social at its heart, ModCloth’s Hema Padhu noted that that their teams create unique content for the 17 different social networks they use because “your users will know if you don’t” (true that…)  Mostly through Pinterest, 65% of Modcloth’s traffic is unpaid driven by social sharing.  Their users share about 4X more on Pinterest than on Facebook, showing that for users sharing the right content to the right community is as important for brands.  Corcoran’s brokers are posting “Blair Witch” type videos to YouTube to show the insides of closets and all the little details that make an apartment but are pulling together neighborhood tips tor Google+.  Ashish from KontrolFreek informed us that hosting cat videos for gamers was a value-add branding gold mine, while Spreadshirt is working closely with YouTube celebrities on their own products.  @L_McCadney from CDW gave more specifics about how to get the right content to each area.  She walked through their process for building out a different editorial calendar for each platform each week based on the social scorecard from the week before.

3.  Social is the behavior not the platform
Although strategies by platform are easier to quantify, we also heard from The Echo System that only .1% – 4% of brands actually have fans engage with them on the social networks.  Capturing the value of local, @BJ_Emerson from @TastiDLite and David Sinatra from @Stussy talked about the power of getting on-the-ground, in-store teams who know their customers to create and share content.  KontrolFreek talked about addressing this situation by creating its own destination, Freek Nation, to be sure that its top advocates and affiliates can have a home-away from home for direct interaction when it makes sense.

4.  Mobile and social together are rewriting design, payments, and pretty much everything
I would never have thought that I would be blown away by web UX from a baking ingredient company, but King Arthur Flour’s presentation on mobile-first responsive design that optimized for shopping, prepping, and sticky fingers showed the power of focus and mapping to the user.  Reminding us that 45% of social is mobile, Buck’s goal of adding one-click payment options to social platforms hopefully means that the 1 minute we are willing to spend checking out on mobile (as opposed to the 5-7 minutes on desktop) will not be much of a barrier.  @Kleitch shared an amazing case study on 2X conversion rates on mobile payments once the purchase becomes one click (and reducing required fields the first time).

5.  Social can be the feel good part of digital strategies … let’s call it brand-tastic
We all know that social networks give us an emotional pick-me-up when our birthdays or vacation shots get likes and comments, but @Adamkmiec from Campbells and @damurillo from The Little Black Bag gave great examples of how sales come from being amazed and engaged.  Although he was laser-focused on using data and insights, Adam gave rousing examples on from how Campbells, Nike, Coke, and others have used social to create meaningful brand connections (and content) to drive offline sales.  From the purely digital world, The Little Black Bag has built discovery purchasing site by modeling a fun, social experience from Japan called “lucky bag sales” where shoppers get surprise purchases and then trade (and buy) their favorites.

6.  Social does drive sales, but all paths are different…
Merkle gave a great example from 1-800-Flowers of how connected data (in their case across internal systems) allowed offers and loyalty programs to maintain relationships and orders from current customers.   For Corcoran, developing web content from apartment videos to tips allows them to stay top of mind for the average of 2 years that home buyers are in market, driving sales when customers gravitate to them on aggregated listings pages.  ModCloth’s “Make the Cut” program, which invites customers to design products using employee mood boards generates 70% higher order values than other products on site.

The world of social is always getting wider and deeper – whether through sharing, social data, or customer insights – so great to get new examples of how commerce brands are putting it to good use.  Thanks to Meghan Unger from eTail Boston for organizing!

United, Chobani Back on Top

The official airline of Team USA is a gold medalist in our Olympics brand analysis once again today after a 14% increase in media mentions yesterday. With a considerable margin between them, Chobani takes the silver followed by Hilton with the bronze.

Also of note, Samsung increases its Twitter follower count by quadruple digit numbers for the second consecutive day. Though it may be due to Apple and tablet related news, the TV spots narrated by Matt Damon are no doubt helping the brand stay top of mind.

8.11 olympic scorecard

Kellogg’s Generates Press, Bolt Brings Omega Back to Podium

Yesterday was a big day for Kellogg’s whose media mentions jumped 12% in our daily Team USA sponsor brand analysis. The breakfast brand created news yesterday highlighting the accomplishments and great starts of Team Kellogg’s whose athletes have won 11 Olympic medals.

Likely due to Usain Bolt’s epic win in the 200m, Omega is back on the podium. Looks like Usain’s personal Omega starting block paid off for both the athlete and the brand! Check out today’s scorecard. It was a good day for United AIrlines and Samsung with an incredible 18k+ jump in Twitter followers!
8.10 olympic scorecard

McDonald’s Wins Tie-Breaker for Gold with Impressive Following

McDonald’s and Kellogg’s were neck and neck yesterday with social mentions each increasing by 6%. For the second day in a row, McDonald’s increased Twitter followers by more than 1,600 users. Looks like folks are really responding to The Simple Joy of Winning. In the UK, the We All Make the Games campaign strategy that puts “user generated content front and centre of Olympic advertising” is exceeding the fast food chain’s expectations.

Nike takes home the bronze. Will the impressive 3,000+ increase in Twitter followers lead to a Gold for the retailer tomorrow? Stay tuned to the Daily Scorecard and we shall see…

8.9 Olympic Brand Scorecard