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Annual Survey Report

STATE OF SOCIAL MEDIA MARKETING Top Areas For Social Marketing Investment and Biggest Social Marketing Challenges in 2012

To be included in the survey for next year’s report click here. 7REHQRWLÀHGZKHQQH[W\HDUҋVUHSRUWLVDYDLODEOHclick here.

Sponsored by:

January 2012


Annual Survey Report

STATE OF SOCIAL MEDIA MARKETING Top Areas For Social Marketing Investment and Biggest Social Marketing Challenges in 2012

To be included in the survey for next year’s report click here. 7REHQRWLÀHGZKHQQH[W\HDUҋVUHSRUWLVDYDLODEOHclick here.

Sponsored by:

January 2012


TABLE OF CONTENTS

STATE OF SOCIAL MEDIA MARKETING

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FOREWORD STATE OF SOCIAL MEDIA MARKETING

$VZHDVVHVVHGWKHDFFRPSOLVKPHQWVRIDQGSUHSDUHGIRUWKHWHDPDW $ZDUHQHVV,QFFRQQHFWHGZLWKPDUNHWHUVIURPDFURVVVHFWLRQRILQGXVWULHV FRPSDQ\VL]HVDQGOHYHOVRIVRFLDOPDUNHWLQJH[SHULHQFH:HKHDUGIURPWKRVH OHDGLQJWKHHIIRUWVDWWKH&OHYHOWKRVHZKRPDQDJHDVZHOODVWKRVHZKRVXSSRUW WKHVRFLDOPDUNHWLQJIXQFWLRQZLWKLQWKHLURUJDQL]DWLRQVDQGDQXPEHURIEXVLQHVV OHDGHUVZKRDUHKHOSLQJWREULGJHWKHVRFLDOJDSZLWKLQWKHLUHQWHUSULVHV Survey Respondent Role Within Company 8%

27%

38%

([HFXWLYHRU6HQLRU0DQDJHPHQW 0LG/HYHO0DQDJHPHQW 0DUNHWLQJ6XSSRUW n=275 Other

27%

We are excited about the number of responses from executives and senior PDQDJHUVZKLFKZHEHOLHYHLVIXUWKHUHYLGHQFHWKDWVRFLDOPDUNHWLQJKDVDFKLHYHG DKLJKHUOHYHORIVWUDWHJLFIRFXVDQGRUJDQL]DWLRQDOSULRULW\ )XUWKHUPRUHWKLVUHSRUWFRQWDLQVUHVSRQVHVIURPRUJDQL]DWLRQVDWYDULRXVVWDJHV of social marketing program implementation. We got a balanced response from WKRVHVWDUWLQJRXW VHOIUHSRUWHGQRYLFHVDQGVRFLDOPHGLDGDEEOHUV DQGWKRVHZKR KDYHJDLQHGDVWURQJIRRWKROGZLWKVRFLDOPDUNHWLQJ VHOIUHSRUWHGH[SHULHQFHG FRPSDQLHVDQGVRFLDOPDUNHWLQJOHDGHUV )RUWKRVHDPRQJXVZKRDUHPRUH VWDWLVWLFDOO\LQFOLQHGZHZRXOGQRWHWKDWWKHVHVHOIDVVHVVPHQWVDSSUR[LPDWHD EHOOFXUYHGLVWULEXWLRQZKLFKZHEHOLHYHVXSSRUWVWKHYDOLGLW\RIWKHÀQGLQJVDFURVV FRPSDQLHVZLWKGLIIHUHQWOHYHOVRIH[SHULHQFHLQWKLVÀHOG Level of Social Marketing Expertise 9% 18% 36% 37%

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MAJOR FINDINGS STATE OF SOCIAL MEDIA MARKETING

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Top social marketing investment areas: presence, frequency & processes 0DUNHWHUVDUHORRNLQJWRLQYHVWKHDYLO\LQVRFLDOPHGLDPDUNHWLQJLQ7KHWRS quoted areas of social marketing focus include: É® Increased presence across social marketing platforms reported by 70% of survey respondents É® Increased frequency of content publishing, as reported by 59% of respondents É® More robust social marketing management and monitoring round out the top three with 50% and 45%, respectively

Top social marketing challenges: Resources & ROI 0DUNHWHUVDUHVWLOOJUDSSOLQJZLWKKRZWRJHWVXIÀFLHQWUHVRXUFHVDQGWKHQEHVW measure the return on their social marketing investment. 77% of respondents LQGLFDWHGDODFNRIVXIÀFLHQWUHVRXUFHVZKLOHUHSRUWHGPHDVXULQJ52,DV WKHLUWRSVRFLDOPDUNHWLQJFKDOOHQJHIRUZKLFKPD\LQGLFDWHDGLVFRQQHFWDQG VWDOHPDWHEHWZHHQWKHGLIIHUHQWOHYHOVRIDQRUJDQL]DWLRQ0DQDJLQJDQGJURZLQJ VRFLDOSUHVHQFHZDVUHSRUWHGDPRQJWKHWRSFKDOOHQJHVIRURIPDUNHWHUVLQ 2012.

Top social platforms: The Big Three are dominating 7RSVRFLDOPDUNHWLQJSODWIRUPVRIFKRLFHIRUPDUNHWHUVLQZHUH 100 80

87%

86%

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Facebook 7ZLWWHU /LQNHG,Q Youtube Blogs


MAJOR FINDINGS STATE OF SOCIAL MEDIA MARKETING

Planned new social platforms for 2012: blogs, forums and YouTube 7KHVRFLDOSODWIRUPVWKDWZLOOFDWFKPDUNHWHUVŇ‹LQWHUHVWDQGVHHLQFUHDVHG investment in 2012 include: 30

28%

25

19%

20

Blogs Forums Youtube n=275

18%

15 10 5 0

Planned new social marketing platforms for experienced marketers in 2012: The leaders are expanding to new platforms ([SHULHQFHGVRFLDOPDUNHWHUVUHSRUWWKDWWKH\SODQLQFUHDVHGXVDJHRIVRFLDO marketing platforms beyond the Big Three such as: 100

91%

86%

80 60

59%

40

50%

43% 30%

20

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0

Social media monitoring practices: Becoming a necessity 78% of marketers reported monitoring social media channels for mentions of WKHLUEUDQGDWOHDVWDIHZWLPHVDZHHNDQGUHSRUWHGPRQLWRULQJLQGXVWU\ FRQYHUVDWLRQVZLWKWKHVDPHIUHTXHQF\2IWKRVHZKRGLGQRWPRQLWRUVRFLDOPHGLD conversations in 2011, 70% report that they plan to do so in 2012.

Use of social media management platforms: Gaining momentum with leaders Only 19% of surveyed marketers reported using a social media management platform despite managing presence and engagement on multiple platforms (even LQFDVHVZKHUHWKHQXPEHURISODWIRUPVLVJURZLQJ UHSRUWHGWKDWWKH\SODQ to add social media management tools to their social marketing arsenal in 2012. Sponsored by:

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MAJOR FINDINGS STATE OF SOCIAL MEDIA MARKETING

6RFLDOPHGLD52,7RSRIPLQGEXWGLIÀFXOWWRPHDVXUH Although only half of the respondents reported measuring the success of their programs in 2011, another 30% plan to measure in 2012. Granted, success PD\EHGHÀQHGPRUHEURDGO\WKDQ52,EXWFOHDUHU52,LVQHHGHGWRVXSSRUW DOORFDWLRQRIWKHGHVLUHGUHVRXUFHV,QWKHSULPDU\PHDVXUHZDVUHDFK RIUHVSRQGHQWVXVHGWKHQXPEHURIQHZIDQVDQGIROORZHUVDVDSUR[\IRU SURJUHVV)RUWZRWKLUGVWKHGHVLUHGRXWFRPHZDVWRGULYHWUDIÀFWRRZQHGPHGLD PHDVXUHGWUDIÀFIURPVRFLDOFKDQQHOVWRZHESURSHUWLHVDVDQLQGLFDWLRQRI success. (This strategy is likely more prevalent in B2B and certain industries, but PRUHRQWKDWLQRXUQH[WFXWRIWKHGDWD (QJDJHPHQWFDPHLQWKLUGUHSRUWHG using social mentions of their brand across platforms, and 40% measured share of social conversations. A little over one third made further links to ROI: 38% of marketers monitored and reported on lead generation activities.

6RFLDOPDUNHWLQJEXGJHWVDQGUHVRXUFHV6WLOOLQVXIÀFLHQW RIPDUNHWHUVZKRRIIHUHGWKHLULQVLJKWVLQWKLV6WDWHRI6RFLDO0DUNHWLQJ Survey indicated that they have not allocated budgets to social marketing but rely RQSHRSOHUHVRXUFHV7KLVJURXSZDVIROORZHGE\RIPDUNHWHUVZKRVSHQG EHWZHHQDQGDQQXDOO\2QO\UHSRUWHGEXGJHWVRIRYHU SHU\HDU,QWHUPVRIDOORFDWLQJSHRSOHWKH PDMRULW\RIFRPSDQLHV RIWKHP KDYHIRXQGWKH IRUPXODWREHEHWZHHQRQHDQGWKUHHSHRSOHRIWKH UHVSRQGHQWVUHSRUWHGWKDWPRUHWKDQÀYHSHRSOHZHUH dedicated to social marketing efforts.

Top news education resources for social marketers: Blogs, peers and conferences RIPDUNHWHUVLQGLFDWHGWKH\UHDGEORJVDVWKHLUNH\ZD\WRVWD\RQWRSRI LQGXVWU\GHYHORSPHQWVDQGEHVWSUDFWLFHV%ORJVZHUHIROORZHGE\SHHUVDNH\ VRXUFHRIQHZVDQGLQVLJKWVIRURIUHVSRQGHQWV&RQIHUHQFHVFDPHLQDV PDUNHWHUVÒ‹WKLUGPRVWWUXVWHGVRXUFHRILQGXVWU\GHYHORSPHQWVDW

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CORPORATE INVESTMENT IN SOCIAL MARKETING STATE OF SOCIAL MEDIA MARKETING

Investment in social marketing is clearly on the rise. Increased presence across VRFLDOPHGLDSODWIRUPVLVVWLOOWKHWRSSULRULW\IRUPDUNHWHUVIROORZHGE\LQFUHDVHG frequency of content publishing and more robust social marketing management pro cesses and tools. Respondents are focusing efforts beyond the Big Three platforms )DFHERRN7ZLWWHUDQG/LQNHG,Q WRH[SDQGUHDFKLQWRPXOWLSOHVRFLDOPDUNHWLQJ QHWZRUNV0RELOHZLOOEHDQLQYHVWPHQWDUHDIRURQHWKLUGRIPDUNHWHUV Top Areas of Corporate Social Marketing Investment for 2012 80 70 60 50

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70% 59% 50% 45%

40

33%

30 20 10

6%

0

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CORPORATE INVESTMENT IN SOCIAL MARKETING STATE OF SOCIAL MEDIA MARKETING

$QDQDO\VLVRILQYHVWPHQWSULRULWLHVE\OHYHORIH[SHULHQFHZLWKVRFLDOPHGLDLV PRUHLQIRUPDWLYHDVZHVHHWKDWIROORZHUVDUHGULYLQJWKHIRFXVRQSUHVHQFH DQGIUHTXHQF\,QYHVWPHQWVLQH[SDQGHGVRFLDOUHDFKZLOOEHOHGLQE\ VHOIUHSRUWHGVRFLDOPDUNHWLQJQRYLFHVDQGGDEEOHUVDQGUHVSHFWLYHO\ ([SHULHQFHGVRFLDOPDUNHWHUVDOVRSODQWRFRQWLQXHWRLQYHVWLQVRFLDOUHDFKEXW DWDORZHUUDWHUHSRUWHGWKDWWKH\SODQWRLQFUHDVHLQYHVWPHQWLQWKLVDUHDLQ PRVWO\UHSUHVHQWHGE\H[SDQVLRQLQWRQHZSODWIRUPV :KHUHH[SHULHQFHGVRFLDOPDUNHWHUVGLIIHUIURPWKHLUOHVVH[SHULHQFHG colleagues is in their planned use of robust social media monitoring and management platforms: 64% of experienced marketers plan increased investments in robust social media management platforms, compared to RIVRFLDOPDUNHWLQJQRYLFHV([SHULHQFHGVRFLDOPDUNHWHUVZLOODOVRVHH DQLQFUHDVHGIRFXVRQPRELOHVRFLDOPHGLDSUHVHQFH([SHFWH[SHULHQFHG social marketers to set the stage for the industry, driving best practices and HVWDEOLVKLQJWKHEHQFKPDUNVIRURWKHUVWRIROORZLQ Top Areas of Corporate Social Marketing Investment for 2012 by Level of Social Marketing Experience Increased presence across social media platforms Increased frequency of content publishing 0RUHUREXVW social marketing management 0RUHUREXVWVRFLDO media monitoring

Novice 'DEEOHU ([SHULHQFHG ([SHUW n=279

0RUHVRFLDO media presence

Other

0

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9

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70

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CORPORATE INVESTMENT IN SOCIAL MARKETING STATE OF SOCIAL MEDIA MARKETING

:KHQZHORRNDWZKRGULYHVVRFLDOPDUNHWLQJLQYHVWPHQWGHFLVLRQVZLWKLQWKH HQWHUSULVHZHQRWLFHDFOHDUDOLJQPHQWRQSULRULWLHVDWDOOOHYHOVRIWKHRUJDQL]DWLRQ 6HQLRUGHFLVLRQPDNHUVDUHVHHPLQJO\RQERDUGZLWKJURZLQJWKHLUFRPSDQLHVÒ‹ social reach, increasing content frequency and enabling robust social media PDQDJHPHQWDQGPRQLWRULQJWKURXJKSURFHVVHVDQGWRROV%XWZKHQZHORRNDWWKH DFWXDOLQYHVWPHQWOHYHOVZLWKLQWKHHQWHUSULVHZHVHHWKDWPRVWVRFLDOPDUNHWLQJ GHSDUWPHQWVDUHVHYHUHO\XQGHUUHVRXUFHGDQGXQGHUIXQGHG 5HIHUWR&RPSDQ\ 6RFLDO0DUNHWLQJ5HVRXUFHVVHFWLRQIRUPRUHGHWDLO  Top Areas of Corporate Social Marketing Investment for 2012 by Role within the Company

Increased presence across social media platforms Increased frequency of content publishing 0RUHUREXVW social marketing management 0RUHUREXVWVRFLDO media monitoring

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CORPORATE INVESTMENT IN SOCIAL MARKETING STATE OF SOCIAL MEDIA MARKETING

%XGJHW,QĂ XHQFH 7KHUHLVDGLUHFWFRUUHODWLRQEHWZHHQWKHSODQQHGIRFXVRIVRFLDOPHGLDLQYHVWPHQWV DQGDYDLODEOHVRFLDOPDUNHWLQJEXGJHWV,WLVKDUGWRWHOOZKHWKHUWKHEXGJHWGULYHV WKHIRFXVRUPRUHDSSURSULDWHO\WKHIRFXVKDVJHQHUDWHGDEXGJHWEXWWKRVHZLWK OLPLWHGEXGJHWVLQZLOOEHPRUHIRFXVHGRQLQFUHDVLQJSUHVHQFHDFURVVVRFLDO PHGLDSODWIRUPVDSULRULW\IRURIWKRVHPDUNHWHUV2IWKRVHZLWKVRFLDOPDUNHW LQJEXGJHWVLQWKHWRUDQJHDOPRVWZLOOORRNWRLQYHVWLQPRUH UREXVWVRFLDOPHGLDPRQLWRULQJ7KUHHTXDUWHUVRIWKHFRPSDQLHVZLWKWKHODUJHVW EXGJHWV  ZLOOVHHNLQYHVWPHQWLQWRROVDQGSURFHVVHVIRUVRFLDOPHGLD management. Top Areas of Corporate Investment for 2012 by Size of Social Marketing Budget Increased presence across social media platforms Increased frequency of content publishing 0RUHUREXVW social marketing management 0RUHUREXVWVRFLDO media monitoring No budget, just people    2YHU n=267

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0

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20

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CORPORATE INVESTMENT IN SOCIAL MARKETING STATE OF SOCIAL MEDIA MARKETING

Summary ,QSUHVHQFHDQGIUHTXHQF\RIFRQWHQWZLOOUHPDLQDWRSSULRULW\HVSHFLDOO\IRU WKHQRYLFHVDQGGDEEOHUV7KHOHDGHUVZLOOYHQWXUHLQWRQHZSODWIRUPVDQGPRYH beyond presence and frequency to focus on processes and tools that help them monitor and manage their social marketing investment. :HSUHGLFWWKDWLQOHYHOVRIVRFLDOPDUNHWLQJLQYHVWPHQWZLOOVHUYHDVD FRPSDQ\Ò‹VVRFLDOPDUNHWLQJPDWXULW\VFRUH7KRVHLQWKHHDUO\VWDJHVZLOOGLYHLQWR VRFLDOZLWKOLWWOHFRQVLGHUDWLRQIRUWKHWRROVDQGPHWKRGRORJLHVWRVFDOHWKHLUVRFLDO DFWLYLWLHV6RFLDOO\PDWXULQJFRPSDQLHVZKRKDYHWHVWHGWKLVDSSURDFKDQGVDZLWV OLPLWDWLRQZLOOPDQDJHVRFLDODVDVWUDWHJLFEXVLQHVVIXQFWLRQZLWKWKHFRUUHVSRQGLQJ methodologies, processes and technologies to scale it and make it successful.

Additional Resources: Free eBooks & White Papers É® How to Audit Your Social Marketing Efforts: /HDUQKRZWRHYDOXDWHWKH HIIHFWLYHQHVVRI\RXUFXUUHQWVRFLDOPDUNHWLQJVWUDWHJ\,GHQWLI\QHZZD\VWR improve the return on your social marketing investment. É® The Social Funnel: Driving Business Value with Social Marketing: This eBook KHOSV&02VDQGVRFLDOPHGLDVWUDWHJLVWVWKLQNDERXWRUJDQL]LQJDQGRSWLPL]LQJ social marketing and lays out the steps and best practices to get the most value from social media investments. É® 11 Strategies to Increase Engagement:6WUDWHJLHVWR,QFUHDVH(QJDJHPHQW KHOSVPDUNHWHUVIDFLOLWDWHFRPPXQLFDWLRQZLWKWKHLUDXGLHQFHKLJKOLJKWLQJEHVW SUDFWLFHVIRUEXVLQHVVHVRIDOOVL]HV

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COMPANY SOCIAL MARKETING RESOURCES STATE OF SOCIAL MEDIA MARKETING

$OWKRXJKVHQLRUPDQDJHPHQWSULRULWL]HVVRFLDO52,DVRQHRIWKHLUWRSDUHDVRI IRFXVWKH\DUHQRWZLOOLQJWRLQYHVWEHIRUHWKH\VHHWKHSURRIEHKLQGLWRI PDUNHWHUVVXUYH\HGIRUWKLVUHSRUWUHSUHVHQWFRPSDQLHVZLWKVRFLDOPDUNHWLQJ EXGJHWVEHORZDQQXDOO\ZLWKRIPDUNHWHUVUHO\LQJVROHO\RQKXPDQ resources to get the social marketing job done. Size of Company Budget for Social Marketing

4% 5% 5%

11% 57%

No budget, just people     2YHU n=278

18%

:KHQZHORRNDWWKHKXPDQUHVRXUFHDOORFDWLRQIRUVRFLDOPDUNHWLQJLQLWLDWLYHVZH see that a clear 74% majority of companies surveyed rely on the help of one to three PDUNHWHUVGHGLFDWHGWRVRFLDOPHGLDHIIRUWVZLWKDGGLWLRQDOUHO\LQJRQWKUHHRU more resources. This survey did not poll participants on their use of outside social marketing resources such as social marketing consultants or agencies. Number of Dedicated Social Marketing Resources within Companies

5%

5%     None n=278

7% 9% 74%

Sponsored by:

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COMPANY SOCIAL MARKETING RESOURCES STATE OF SOCIAL MEDIA MARKETING

Summary LVJRLQJWREHWKH\HDUZKHQZHVWDUWWRVHHDPRUHEDODQFHGDSSURDFK EHWZHHQVRFLDOPHGLDUHVRXUFHVDQGLQYHVWPHQWVLQVRFLDOPHGLDLQIUDVWUXFWXUH 6XFKDSSURDFKZLOOHPSRZHUVRFLDOPHGLDPDUNHWHUVWRVFDOHDQGSURYHWKHYDOXHRI their social initiatives.

Additional Resources: Free eBooks & White Papers ɮ How Corporations Should Prioritize Social Business Budgets:/HDUQIURP $OWLPHWHUDQDO\VWV&KDUOHQH/LDQG-HUHPLDK2\ZDQJDERXWEHVWSUDFWLFHVIRU DOORFDWLQJDQGSULRULWL]LQJVRFLDOEXVLQHVVEXGJHWV

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GREATEST SOCIAL MARKETING CHALLENGES IN 2012 STATE OF SOCIAL MEDIA MARKETING

With the enthusiasm and increased investment in social marketing come some key FKDOOHQJHVWKDWPDUNHWHUVH[SHFWWRWDFNOHLQ7KHFKDOOHQJHLGHQWLÀHG PRVWIUHTXHQWO\ E\RIUHVSRQGHQWV ZDVDURXQGODFNRIVXIÀFLHQWUHVRXUFHV 7UDLOLQJDVDFORVHVHFRQGZDVPHDVXULQJWKH52,RIVRFLDOPDUNHWLQJSURJUDPV DVUHSRUWHGE\RIUHVSRQGHQWV0DUNHWLQJVXSSRUWOHYHOVDUHDVNLQJIRU investment, but executives are looking for ROI before dedicating more resources. 7KHXVHRIPHDVXUHPHQWWRROVPD\EHWKHZD\WREUHDNDSRVVLEOHVWDOHPDWH Top Social Marketing Challenges for 2012 77%

/DFNRIVXIÀFLHQWUHVRXUFHV 58%

0HDVXULQJ52, 0DQDJLQJDQGJURZLQJ social presence

42%

,QWHJUDWLQJVRFLDOZLWKOHDG gen and sales

37%

,QWHJUDWLQJVRFLDOZLWKWKH rest of our marketing

34%

0RQLWRULQJVRFLDOPHGLD

33%

0DQDJLQJSXEOLVKLQJRIVRFLDO content across platforms

31% 22%

Social media training 0

10

20

30

n=319 40

50

60

70

80

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GREATEST SOCIAL MARKETING CHALLENGES IN 2012 STATE OF SOCIAL MEDIA MARKETING

The lack of resources theme is an issue for marketers at all levels of experience, ZLWKGDEEOHUVEHLQJWKHPRVWFKDOOHQJHG([SHULHQFHGVRFLDOPDUNHWHUVDUHWKH PRVWFKDOOHQJHGE\52,PHDVXUHPHQWZKHUHDVWKHOHDGHUVDUHVSOLW1RYLFHV DUHPRUHFRQFHUQHGZLWKPDQDJLQJWKHLUSUHVHQFHDQGLQWHJUDWLQJZLWKWKHUHVWRI marketing than the rest of the pack. Top Social Marketing Challenges for 2012 by Level of Social Marketing Experience

/DFNRIVXIÀFLHQWUHVRXUFHV

0HDVXULQJ52, 0DQDJLQJDQGJURZLQJ social presence ,QWHJUDWLQJVRFLDOZLWKWKH rest of our marketing ,QWHJUDWLQJVRFLDOZLWKOHDG gen and sales 0DQDJLQJSXEOLVKLQJRIVRFLDO content across platforms Novice 'DEEOHU ([SHULHQFHG ([SHUW n=279 n=279

0RQLWRULQJVRFLDOPHGLD

Social media training 0

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16

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GREATEST SOCIAL MARKETING CHALLENGES IN 2012 STATE OF SOCIAL MEDIA MARKETING

Summary $OWKRXJKVRFLDOPDUNHWLQJZLOOUHFHLYHLQFUHDVHGDGRSWLRQDPRQJFRPSDQLHVRIDOO VL]HVDQGLQGXVWULHVWKHSUDFWLFHUHTXLUHVDELJJHUSLHFHRIWKHRYHUDOOUHVRXUFHDQG budget allocation. Without the proper support to scale social marketing programs, PDQ\PDUNHWHUVZLOOIHHOFRQVWUDLQHGWRVKRZWDQJLEOHUHVXOWVIRUWKHLUEXVLQHVV 7KHQHHGIRUUHVRXUFHVVHHPVWREHPHWZLWKDGHPDQGIRU52,SURRIIURPWKHWRS

Additional Resources: Free White Papers ɮ 6 Steps to Building and Managing a Successful Social Media Marketing Team:/HDUQKRZWRJHWWKHPRVWYDOXHIURP\RXUVRFLDOPDUNHWLQJUHVRXUFHV ɮ A Marketer’s Guide to Social Media: Developing and Implementing a Social Media Marketing Strategy: An introduction to essential social media marketing FRQFHSWVWKDWZLOOKHOS\RXDQG\RXURUJDQL]DWLRQPDNHLQIRUPHGGHFLVLRQVDERXW your social media program. ɮ The Social Customer: How Brands Can Use Social CRM to Acquire, Monetize, and Retain Fans, Friends, and Followers o Buy the book o Download a free chapter

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SOCIAL MEDIA MONITORING AND MANAGEMENT PRACTICES STATE OF SOCIAL MEDIA MARKETING

6RFLDOPHGLDPRQLWRULQJZDVRQHRIWKHUHSRUWHGKRWDUHDVLQRIVXUYH\ UHVSRQGHQWVVWDWHGWKDWWKH\PRQLWRUIRUEUDQGPHQWLRQVLQUHDOWLPHQHDUWLPHRU DIHZWLPHVDZHHNZLWKSODQQLQJWRGRVRLQZLWKWKHVDPHIUHTXHQF\ 7KLVZLOOEULQJWKHWRWDORIFRPSDQLHVPRQLWRULQJVRFLDOPHGLDDWOHDVWDIHZWLPHVD ZHHNWR6RFLDOPHGLDPRQLWRULQJIRULQGXVWU\FRQYHUVDWLRQVDOVRVDZDSHDN LQUHDFKLQJRIUHVSRQGHQWV,QGXVWU\FRQYHUVDWLRQVFDQVZLOOEHDGRSWHG by another 14% of respondents in 2012, bringing the total number close to 90%. Social Media Monitoring for Brand Mentions

8% 14% 33% 22%

1RWPRQLWRULQJZLWKQR plan to 1RWPRQLWRULQJEXWZLOO in 2012 $IHZWLPHVZHHN 5HDOWLPH n=297 1HDUWLPH

23%

Social Media Monitoring for Industry Conversations

13% 27% 14% 13% 33%

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SOCIAL MEDIA MONITORING AND MANAGEMENT PRACTICES STATE OF SOCIAL MEDIA MARKETING

We start to see some differences in social monitoring practices based on the level RIVRFLDOPDUNHWLQJH[SHULHQFHRIWKHRUJDQL]DWLRQ&ORVHWRRIVRFLDOPDUNHWLQJ OHDGHUVUHSRUWPRQLWRULQJLQUHDORUQHDUWLPHFRPSDUHGWRWKRVHZLWKOHVVVRFLDO PDUNHWLQJH[SHULHQFHZKRUHSRUWHGPRQLWRULQJUHDORUQHDUWLPHIRUEUDQGPHQWLRQV 20% of the time. Social Media Monitoring for Brand Mentions by Level of Experience Novice 'DEEOHU ([SHULHQFHG ([SHUW n=277

5HDOWLPH 1HDUWLPH $IHZWLPHV SHUZHHN 1RQHZLWKQR plans to 'RHVQÒ‹WPRQLWRU but plans to in 2012

0

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35

40

1RWVXUSULVLQJO\RIUHVSRQGHQWVUHSUHVHQWLQJFRPSDQLHVZLWKVRFLDOPHGLD EXGJHWVRIRYHU\HDUPRQLWRUIRUEUDQGPHQWLRQVLQUHDOWLPH7KLV LQGLFDWHVDGLUHFWFRUUHODWLRQEHWZHHQUREXVWVRFLDOPHGLDPRQLWRULQJSUDFWLFHVDQG OHYHOVRIVRFLDOPDUNHWLQJHIIHFWLYHQHVVDFKLHYHGEUDQGVWKDWLQYHVWKHDYLO\LQ WKHLUVRFLDOPDUNHWLQJHIIRUWVVHHWKHEHQHÀWRIPRQLWRULQJVRFLDOFRQYHUVDWLRQVIRU deeper user insights and engagement. Social Media Monitoring for Brand Mentions by Level of Social Marketing Budget No budget, just people    2YHU n=265

5HDOWLPH 1HDUWLPH $IHZWLPHV SHUZHHN 1RQHZLWKQR plans to 'RHVQÒ‹WPRQLWRU but plans to in 2012

0

10

20

Sponsored by:

19

30

40

50

60

70

80


SOCIAL MEDIA MONITORING AND MANAGEMENT PRACTICES STATE OF SOCIAL MEDIA MARKETING

Social Media Monitoring Tools When it comes to social media monitoring tools, marketers use a combination of free and paid tools. Some of the quoted platforms for social media monitoring LQFOXGH$ZDUHQHVV*RRJOH$OHUWV7ZHHW'HFN6RFLDO0HQWLRQFRP5DGLDQDQG 6\VRPRVZLWKQRFOHDUOHDGHUVLQWKHĂ€HOG Free and Paid Social Media Monitoring Tools Free Tools 3DLG7RROV

88%

n=203 64% 0

20

40

60

80

100

Social Media Management Practices Social media management is still a developing practice – most marketers are cobbling different tools together to manage their social media presence and engagement, likely impairing their ability to scale social marketing efforts effectively DQGHIÀFLHQWO\:KLOHRIVXUYH\HGPDUNHWHUVVWDWHWKDWWKH\DUHFXUUHQWO\QRW XWLOL]LQJVRFLDOPHGLDPDQDJHPHQW 600 SODWIRUPVSODQWRDGRSWVXFKWRROV LQ:HEHOLHYHZLOOEHWKH\HDUPRVWFRPSDQLHVDGRSWD600SODWIRUP DQGH[SHFWWRVHHGUDPDWLFLPSURYHPHQWVIRUWKRVHZKRGRVRLQWHUPVRIVRFLDO marketing effectiveness and return on their social marketing programs. Number of Companies Using Social Media Management (SMM) Platforms Yes No No, but planning to n=297

19% 56% 25% 0

10

20

30

Sponsored by:

20

40

50

60


SOCIAL MEDIA MONITORING AND MANAGEMENT PRACTICES STATE OF SOCIAL MEDIA MARKETING

Summary 0DUNHWHUVDUHLQFUHDVLQJO\DGRSWLQJVRFLDOPHGLDPRQLWRULQJDQGPDQDJHPHQW SODWIRUPVLQDQHIIRUWWRVFDOHWKHLUVRFLDOPDUNHWLQJSURJUDPV([SHFWWRVHHPRUH FRPSDQLHVDGRSWLQJVRFLDOPHGLDPDQDJHPHQWDQGVRFLDO&50VROXWLRQVLQ ZKLFKLQWXUQZLOOJLYHULVHWRQHZLQVLJKWVDQGEHVWSUDFWLFHVWKDWZLOOXOWLPDWHO\KHOS establish social marketing as a proven area for business investment.

Additional Resources É® Social Marketing Analytics:/HDUQIURP$OWLPHWHUDQDO\VWV-HUHPLDK2\ZDQJ DQG-RKQ/RYHWWDERXWWRROVDQGZD\VWRPHDVXUHVRFLDOPHGLD

Sponsored by:

21


MEASURING SOCIAL MARKETING ROI STATE OF SOCIAL MEDIA MARKETING

$OWKRXJKVRFLDOPDUNHWLQJ52,ZDVTXRWHGDVRQHRIWKHWRSSULRULWLHVIRUPDUNHWHUV surveyed in this report, it is still not an area of disciplined measurement for close WRRIFRPSDQLHVZLOOVHHPRUHPDUNHWHUVMXPSLQJRQWKHVRFLDO52, EDQGZDJRQÀQGLQJZD\VWRJDXJHWKHUHWXUQRQWKHLUPDUNHWLQJLQLWLDWLYHVLQD WDQJLEOHGLVFLSOLQHGZD\:HH[SHFWWRVHHPRUHFRPSDQLHVDQGEUDQGVDGRSWLQJ VFDODEOHVRFLDOPHGLDPDQDJHPHQWSODWIRUPVWKDWZLOOKHOSWKHPPHDVXUHWKH LPSDFWRIVRFLDOLQLWLDWLYHVLQUHDOWLPH)RUH[DPSOHPRUHRUJDQL]DWLRQVZLOOEHJLQ WRXWLOL]HVRFLDOPHGLDDVDWRROIRUFXVWRPHUDFTXLVLWLRQDQGLGHQWLI\SRWHQWLDO EX\HUVDERYHWKHWUDGLWLRQDOIXQQHOWREHWWHUWDUJHWPHVVDJLQJDQGRIIHUV7KLVZLOO DOORZFRPSDQLHVWREHWWHUWUDFN52,DQGFORVHWKHORRSRQVRFLDOPHGLDPDUNHWLQJ activities. Number of Companies Measuring Social Marketing ROI Yes No No, but planning to n=297

52% 18% 30% 0

10

20

30

40

50

60

1RWVXUSULVLQJO\H[SHULHQFHGVRFLDOPDUNHWHUVVKRZGHHSHUDSSUHFLDWLRQIRUVRFLDO marketing ROI. Close to 100% of the companies represented in this report state WKH\DUHPHDVXULQJ52,RQVRFLDOPDUNHWLQJLQLWLDWLYHV7KHVHFRPSDQLHVZLOOVHW WKHPHWULFVPHWKRGVDQGEHQFKPDUNVWKDWZLOOHVWDEOLVKVRFLDOPDUNHWLQJDVRQHRI WKHYLDEOHSURYHQZD\VWRGULYHYDOXHIRURUJDQL]DWLRQVLQ Number of Companies Measuring Social Marketing Efforts by Level of Experience Novice 'DEEOHU ([SHULHQFHG ([SHUW n=297

Yes

No

No, but planning to in 2012

0

10

20

30

Sponsored by:

22

40

50

60

70

80


MEASURING SOCIAL MARKETING ROI STATE OF SOCIAL MEDIA MARKETING

Top Social Marketing ROI Metrics 6RFLDOPDUNHWLQJ52,JHWVLWVGHÀQLWLRQIURPPDUNHWHUVZLWKLQFRPSDQLHV PHDVXULQJPXOWLSOHFRPSRQHQWVRIWKHLUVRFLDOPDUNHWLQJLQLWLDWLYHV6WDUWLQJZLWK PHWULFVDVVRFLDWHGZLWKVRFLDOSUHVHQFHDQGUHDFKPDUNHWHUVDUHPRYLQJEH\RQG WKHREYLRXVJURZWKLQIDQVDQGIROORZHUVDQGWUDIÀFWRWKHLUZHEVLWHVWRW\LQJVRFLDO LQLWLDWLYHVWROHDGJHQHUDWLRQDQGVDOHV$JURZLQJQXPEHUPDUNHWHUVVXUYH\HG LQWKLVUHSRUWVWDWHWKDWWKH\PHDVXUHVRFLDOPHGLDLQWHUPVRIQHZOHDGV   DQGVDOHV  IRUWKHHQWHUSULVH([SHFWPRUHFRPSDQLHVWRMRLQWKHLUIHOORZ PDUNHWHUVLQIROORZLQJSURYHQPHWKRGRORJLHVWRFRQQHFWVRFLDOWRLQFUHDVHGPDUNHW share in the coming year. Top Social Marketing ROI Metrics Social presence: number RIIROORZHUV IDQV

76% 67%

7UDIÀFWRZHEVLWH Social mentions across platforms Share of social conversations

53% 40% 38%

/HDG*HQHUDWLRQ 26%

Sales

n=297

8%

Other 0

10

20

30

40

50

60

70

80

Additional Resources É® The Top 9 Social Media Metrics Marketers Need to Know:'LVFRYHUWKHWRS social ROI metrics such as brand sentiment, engagement and conversions, and KRZWREXLOGDUREXVWPHWKRGRORJ\IRUFDSWXULQJVRFLDO52, É® How to Measure Social Media ROI from Mashable: A practical guide to measuring social ROI and the tools that enable the social ROI measurement.

Sponsored by:

23


TOP SOCIAL MEDIA PLATFORMS STATE OF SOCIAL MEDIA MARKETING

,WÒ&#x2039;VQRVXUSULVHWKDWWKH%LJ7KUHHVRFLDOPHGLDSODWIRUPV )DFHERRN7ZLWWHU DQG/LQNHG,Q ZHUHWKHPRVWZLGHO\XVHGLQE\DQGRI UHVSRQGHQWVUHVSHFWLYHO\IROORZHGE\XVLQJ<RX7XEHDQGXVLQJEORJV <RX7XEHLVJDLQLQJSRSXODULW\DVPRUHFRPSDQLHVDQGEUDQGVVWDUWWRVL]HWKH potential of this highly impactful visual medium. Social platforms such as foursquare, SlideShare, Flickr, Tumblr and forums appear WREHWKHQHZWHUULWRULHVWRH[SORUHEXWDUHVWLOODQLFKHSOD\$VLJQLÃ&#x20AC;FDQWPDMRULW\ EHWZHHQDQGRIVXUYH\UHVSRQGHQWVUHSRUWHGWKDWWKH\GLGQRWXVHWKRVH FKDQQHOVLQDQGKDYHQRSODQVWRXVHWKHPLQ+RZHYHULWLVDWDOHRI WZRNLQJGRPVDVZHZLOOVKRZLQWKHQH[WVHFWLRQ7KHPDMRULW\RIWKHOHDGHUVKDYH SUHVHQFHZKHUHDVWKHQRYLFHVDQGGDEEOHUVKDGQRVLJQLÃ&#x20AC;FDQWLQWHUHVWLQWKHVH FKDQQHOVLQ*RLQJLQWRWKHSODQQHGXVDJHUDQJHVEHWZHHQDQG 20% of respondents at some experience levels. Top Social Platforms for Brands Facebook

88% 6%

7ZLWWHU

83% 8%

/LQNHG,Q

76% 10%

Blogs

57% 28%

YouTube

66% 18%

Forums

29% 19% 30% 11%

Flickr SlideShare

22% 16%

foursquare

23% 10%

Currently using Not currently using, but plan to in 2012 n=319

15% 10%

Tumblr 0

20

Sponsored by:

24

40

60

80

100


TOP SOCIAL MEDIA PLATFORMS STATE OF SOCIAL MEDIA MARKETING

Other social platforms mentioned by survey respondents include: ɮ Google + ɮBestvendor ɮGetapp ɮQQ ɮRenren ɮWiebo (Chinese Social Media) ɮPodcasts ɮPinterest ɮProprietary communities

Sponsored by:

25


TOP SOCIAL MEDIA PLATFORMS STATE OF SOCIAL MEDIA MARKETING

Experienced Marketers are on Blogs, YouTube, Forums, foursquare, Flickr, SlideShare and Tumblr Blogs Blogs are clearly one of the top social platforms of choice for marketers, HVSHFLDOO\WKRVHZLWKPRGHUDWHWRKLJKOHYHOVRIVRFLDOPDUNHWLQJH[SHULHQFH 0DUNHWLQJOHDGHUVKDYHHPEUDFHGWKLVFKDQQHODVDYLDEOHSODWIRUPWRJURZ VRFLDOUHDFKDQGHQJDJHPHQW0RUHWKDQRIUHVSRQGHQWVUHSRUWHGXVLQJEORJV in 2011. Another 9% of respondents plan to add blogs to their mix in 2012, bringing the percentage of social marketing leaders using blogs close to 100 in 2012. 1RYLFHVDQGGDEEOHUVDUHMRLQLQJWKHEORJJLQJEDQGZDJRQRIFRPSDQLHV reported planned usage of blogs in 2012. Blog Usage by Level of Social Marketing Experience 100 80 60

([SHUWV ([SHULHQFHG 'DEEOHUV Novice n=260

40 20 0

Using

Not Using

Not Using but plan to in 2012

YouTube ([SHULHQFHGPDUNHWHUVOHDGWKHLUOHVVH[SHULHQFHGSHHUVLQWKHDGRSWLRQ and usage of YouTube, the most popular video platform. YouTube Usage by Level of Marketing Experience 100 80 60

([SHUWV ([SHULHQFHG 'DEEOHUV Novice n=264

40 20 0

Using

Not Using

Sponsored by:

26

Not Using but plan to in 2012


TOP SOCIAL MEDIA PLATFORMS STATE OF SOCIAL MEDIA MARKETING

Forums Similar to blogs and YouTube, forums are gaining momentum as a viable social marketing platform. The leaders report the highest level of forum XWLOL]DWLRQDVSDUWRIWKHLUVRFLDOPHGLDPL[DW7KHSODQQHGXWLOL]DWLRQ among all other levels of experience exceeds 20%, the highest among all the VHFRQGWLHUSODWIRUPV([SHFWWRVHHIRUXPVJURZLQJLQSRSXODULW\LQDVPRUH FRPSDQLHVSDUWLFLSDWHPRUHDFWLYHO\RUUXQIRUXPVRIWKHLURZQ Forum Usage by Level of Marketing Experience 80 70 60 50 40 30 20 10 0

Using

Not Using

([SHUWV ([SHULHQFHG 'DEEOHUV Novice n=224

Not Using but plan to in 2012

foursquare 59% of marketing leaders also reported using social platforms such as IRXUVTXDUHWKHSRSXODUORFDWLRQEDVHGVRFLDOQHWZRUN&RPSDUHWKHPWR 7% of social marketing novices and 16% of social marketing dabblers ZKRKDYHWULHGFUHDWLQJSUHVHQFHRQWKHQHWZRUN7KHVSHFLĂ&#x20AC;FIXQFWLRQDOLW\RI IRXUVTXDUHPD\OHQGLWVHOIEHVWWRRQO\FHUWDLQLQGXVWULHVZKLFKZHZLOOH[SORUH further in the next edition of our analysis. foursquare Usage by Level of Marketing Experience 100 80 60

([SHUWV ([SHULHQFHG 'DEEOHUV Novice n=229

40 20 0

Using

Not Using

Sponsored by:

27

Not Using but plan to in 2012


TOP SOCIAL MEDIA PLATFORMS STATE OF SOCIAL MEDIA MARKETING

Flickr Flickr is among the social platforms of choice for 50% of marketing leaders DQGRIH[SHULHQFHGPDUNHWHUV([SHFWWRVHHLQFUHDVHGDGRSWLRQRI WKHSODWIRUPLQE\DOOW\SHVRIPDUNHWLQJRUJDQL]DWLRQVZLWKRI novices and 12% of dabblers planning to add Flickr to their marketing mix. Flickr Usage by Level of Marketing Experience 80 70 60 50 40 30 20 10 0 Using Not Using

([SHUWV ([SHULHQFHG 'DEEOHUV Novice n=232

Not Using but plan to in 2012

SlideShare The leaders have embraced SlideShare as an integral part of their PDUNHWLQJPL[RIWKRVHPDUNHWHUVUHSRUWHGXWLOL]DWLRQRIWKHSODWIRUP in 2011. Another 24% of them reported planned usage of SlideShare in 2012, the highest additional planned usage of any platform among the leaders. 6RFLDOPDUNHWLQJQRYLFHVRQWKHRWKHUKDQGDUHDWWKHHDUO\VWDJHVRIDGRSWLRQ only 10% reported using it in 2011, and another 15% plan to add SlideShare to their mix in 2012. SlideShare Usage by Level of Marketing Experience 80 70 60 50 40 30 20 10 0

Using

Not Using

Sponsored by:

28

([SHUWV ([SHULHQFHG 'DEEOHUV Novice n=228

Not Using but plan to in 2012


TOP SOCIAL MEDIA PLATFORMS STATE OF SOCIAL MEDIA MARKETING

Tumblr 7XPEOULVWUDLOLQJLWVPRUHSRSXODUVRFLDOSODWIRUPSHHUVZLWKUHSRUWHGXVH by 30% of marketing leaders and 20% of experienced marketers. The planned usage among novices and dabblers in 2012 is reported at only 10% and 16%, respectively. Tumblr Usage by Level of Marketing Experience 100 80 60

([SHUWV ([SHULHQFHG 'DEEOHUV Novice n=228

40 20 0

Using

Not Using

Not Using but plan to in 2012

Summary 7KHOHDGHUVZLOOEHH[SDQGLQJWRQHZSODWIRUPVZLWKWKHJUHDWHVWLQWHUHVWLQ 6OLGH6KDUH7KHQRYLFHVDQGGDEEOHUVDUHSOD\LQJFDWFKXSRQWKH%LJ7KUHH EORJVDQG<RX7XEH$VPRUHPDUNHWHUVORRNIRUZD\VWRLQFUHDVHWKHHIIHFWLYHQHVV RIWKHLUVRFLDOPDUNHWLQJLQLWLDWLYHVLQZDWFKIRUPRUHFRPSDQLHVDGGLQJ myriad social platforms to their marketing mix â&#x20AC;&#x201C; brands usually look to add FKDQQHOVZKHQWKH\Ã&#x20AC;QGV\QHUJLHVLQWKHPDQDJLQJDFURVVWKHP([SHFW PDUNHWLQJOHDGHUVWRSDYHWKHZD\IRUWKHLUOHVVH[SHULHQFHGFROOHDJXHVDQG establish best practices for managing blogs, forums, YouTube, SlideShare, foursquare, and Flickr presence.

Additional Resources: Free White Papers Facebook Best Practices: 10 Tips to A Solid Fan Page:0DVWHUWKHDUWRI Facebook presence and engagement. The Power of foursquare: 7 Innovative Ways to Get Your Customers to Check In Wherever They Are:'RZQORDGDIUHHFKDSWHURI&DUPLQH*DOORÒ&#x2039;VERRNDQG learn about the advantages of foursquare. YouTube Best Practices:/HDUQKRZWRKDUQHVVWKHSRZHURIYLGHRWRFUHDWHEX]] JURZ\RXUDXGLHQFHDQGPDNHDODVWLQJLPSUHVVLRQ Social Media Marketing Guide from SEOMoz:6RFLDO0HGLD*XLGHOLVWVWKHPRVW popular and effective social media sites for marketing your business. Sponsored by:

29


LINKEDIN PARTICIPATION STATE OF SOCIAL MEDIA MARKETING

/LQNHG,QZLOOFRQWLQXHWRKDYHVWURQJLQĂ XHQFHRYHUPDUNHWHUVDQG audiences in 2012. The additional planned usage of 10% of respondents is the highest among the Big Three. The majority of survey respondents, FORVHWRMRLQHGDQGXVHG/LQNHG,Q*URXSVLQ2YHURIVXUYH\HG PDUNHWHUVUHSRUWHGWKDWWKH\DOUHDG\SDUWLFLSDWHLQPRUHWKDQWKUHH/LQNHG,Q*URXSV Number of LinkedIn Groups Companies Report Participating In 0

22%



36% 13%



29%

>5 0

5

10

15

20

25

n=319 30

35

40

/LQNHG,Q*URXSVFDQEHDYLDEOHZD\IRUPDUNHWHUVWRUHDFKRXWDQGWDONWRWKH &VXLWHRIH[HFXWLYHVVXUYH\HGIRUWKLVUHSRUWVWDWHSDUWLFLSDWLQJLQPRUHWKDQ Ă&#x20AC;YH/LQNHG,QJURXSV 7KHLQFUHDVHGFORXWDQGSODQQHGDGRSWLRQDQGXVHRI/LQNHG,QDUHGULYHQE\WKH WDUJHWHGQDWXUHRIWKHSODWIRUP&RQVLGHUWKHVH/LQNHG,QVWDWLVWLFVSXEOLVKHGE\ 6RFLDO7HFKQRORJ\5HYLHZLQ-XQHRIWKLV\HDU ÉŽ 50%+ of LinkedIn users are decision makers with their companies; 48.3% are middle management or higher ÉŽ 95% have a college education or higher. ÉŽ Vertical decision makers: 30%+ software decision makers, 17% business consulting services decision makers, 16% IT consulting service decision makers, 13% marketing services decision makers, 13% travel decision makers.

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30


LINKEDIN PARTICIPATION STATE OF SOCIAL MEDIA MARKETING

Participation in LinkedIn Groups by Respondent Role 60 50 40 30 20 10 0



0

([HFXWLYHRUVHQLRUPDQDJHPHQW 0LGOHYHOPDQDJHPHQW 0DUNHWLQJVXSSRUW n=279



>5

5HVSRQGHQWVUHSUHVHQWLQJVRFLDOPDUNHWLQJOHDGHUVDQGFRPSDQLHVZLWKVRFLDO PDUNHWLQJEXGJHWVRIRYHUSHU\HDUYLHZ/LQNHG,Q*URXSVDVDYLDEOH WRRO,QIDFWRIVRFLDOPDUNHWLQJOHDGHUVUHSRUWHGRSHUDWLQJWKHLURZQ/LQNHG,Q JURXSV7KLVSHUFHQWDJHMXPSVWRIRUUHVSRQGHQWVIURPFRPSDQLHVZLWKVRFLDO PDUNHWLQJEXGJHWVRIRYHUSHU\HDU Companies Operating LinkedIn Groups

Yes No n=279 38%

62%

Summary /LQNHG,QLQWURGXFHGQXPEHURIHQKDQFHPHQWWRLQFUHDVHHQJDJHPHQWZLWKJURXSV LQFOXGLQJJURXSSROOLQJRSWLRQVDQGWKH/LQNHG,Q7RGD\QHZVDJJUHJDWRU([SHFW PRUHQHZ/LQNHG,QIHDWXUHVLQWKDWZLOOPDNH/LQNHG,Q*URXSVDPHDQLQJDQG LPSDFWIXOZD\WRFRQQHFWZLWKGHFLVLRQPDNHUV

Additional Resources: LinkedIn Corporate Blog:7KHRIÃ&#x20AC;FLDODQGXOWLPDWHJXLGHWRDOOWKLQJV/LQNHG,Q LinkedIn Strategies Group:<RXJXHVVHGLWWKH/LQNHG,Q6WUDWHJLHV*URXS IRFXVHGRQFUHDWLQJSURIHVVLRQDOVXFFHVVRQ/LQNHG,Q Sponsored by:

31


TOP SOCIAL MARKETING RESOURCES STATE OF SOCIAL MEDIA MARKETING

1RWUDGHFDQĂ RXULVKZLWKRXWLWVWRROV0DUNHWHUVVXUYH\HGIRUWKLVUHSRUWDUH avid learners, tapping into multiple resources on a daily basis to learn about QHZGHYHORSPHQWVHPEUDFHEHVWSUDFWLFHVDQGĂ&#x20AC;QGSUDFWLFDODGYLFHRQKRZWR PD[LPL]HWKHLUPDUNHWLQJHIIRUWV%ORJVDUHWKHWRSUHSRUWHGUHVRXUFHIRUVRFLDO PDUNHWLQJLQIRUPDWLRQZLWKRISDUWLFLSDQWVORRNLQJWRWKHEORJRVSKHUHIRU VRFLDOPDUNHWLQJNQRZKRZ3HHUVDQGLQGXVWU\FRQIHUHQFHVURXQGXSWKHWRS WKUHH2WKHUUHVRXUFHVPDUNHWHUVXVHWRNHHSXSWRGDWHZLWKWKHODWHVWDQG JUHDWHVWLQVRFLDOPDUNHWLQJLQFOXGHZHELQDUVZKLWHSDSHUVDQGQHZVOHWWHUV Top Resources for Social Marketing News and Best Practices

Blogs

82%

3HHUV

59%

Industry conferences

43%

Analyst groups

30% 15%

Others 0

n=278 20

40

60

80

100

7KHUHLVQRVLQJOHDXWKRULW\IRUVRFLDOPHGLDPDUNHWLQJEHVWSUDFWLFHV0DUNHWHUV ZKRSDUWLFLSDWHGLQWKLVVXUYH\UHSRUWXVLQJRYHUGLIIHUHQWUHVRXUFHVWRJHW the latest in social marketing. Among those quoted resources, MashableZDV DFOHDUIDYRULWHIRURYHURIPDUNHWHUVIROORZHGE\Hubspot, Social Media Examiner, Marketing Profs, LinkedIn, Twitter, Facebook, Social Media Today, TechCrunch, Awareness, Inc., and SmartBrief.

Additional Social Marketing Resources Mashable.com: 7KH6RFLDO0HGLDVHFWLRQRIWKH0DVKDEOHZHEVLWHLVGHGLFDWHGWR WRSQHZVVWRULHVKRZWRVDQGSUDFWLFDOJXLGHVRQHQJDJLQJLQVRFLDODQGPHDVXULQJ your social marketing effectiveness. SocialMediaExaminer.com: *UHDWUHVRXUFHZKLFKRIIHUDZLGHDUUD\RILQVLJKWV DERXWVRFLDOPHGLDPDUNHWLQJ(QMR\WKHFDVHVWXGLHVKRZWRVUHYLHZVYLGHRV H[SHUWLQWHUYLHZVDQGLQGHSWKLQGXVWU\DQDO\VLV Sponsored by:

32


SURVEY PARTICIPANT DEMOGRAPHICS STATE OF SOCIAL MEDIA MARKETING

3DUWLFLSDQWVLQWKLVVXUYH\UHSUHVHQWDEURDGVSHFWUXPRIPDUNHWHUVIURPD FURVVVHFWLRQRIRUJDQL]DWLRQVLQGXVWULHVDQGUHYHQXHVFORVHO\IROORZLQJWKH GLVWULEXWLRQRIEXVLQHVVHVLQWKH867KHUHZDVDPL[RIFRPSDQLHVZLWKEXVLQHVV WREXVLQHVV %% EXVLQHVVWRFRQVXPHU %& RUDPL[EHWZHHQ%%DQG%& UHYHQXHVUDQJLQJIURPOHVVWKDWPLOOLRQWRRYHUPLOOLRQSHU\HDUDVZHOODV companies from all major industry sectors. Company Focus B2B

50%

Both B2B and B2C

27%

20%

B2C Not sure 3%

n=275

0

10

20

30

40

50

Company Revenues /HVVWKDQ0LOOLRQ

36%

0LOOLRQ

22%

0LOOLRQ

7% 4%

0LOOLRQ

10%

0LOOLRQ 0LOOLRQ

6%

2YHU0LOOLRQ

n=275

15% 0

5

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10

15

20

25

30

35

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SURVEY PARTICIPANT DEMOGRAPHICS STATE OF SOCIAL MEDIA MARKETING

Industries 3URIHVVLRQDO6FLHQWLÃ&#x20AC;FDQG7HFKQLFDO6HUYLFHV

23%

0DUNHWLQJ

14%

Information

8%

(GXFDWLRQDO6HUYLFHV

6%

1RQSURÃ&#x20AC;W

5%

$UWV(QWHUWDLQPHQWDQG5HFUHDWLRQ

5%

Health Care and Social Assistance

5%

Retail Trade

5%

Finance and Insurance

4%

0DQXIDFWXULQJ

4%

0DQDJHPHQWRI&RPSDQLHVDQG(QWHUSULVHV

4%

Accommodation, Travel and Food Services

4%

5HDO(VWDWHDQG5HQWDODQG/HDVLQJ

2%

Utilities

1%

Wholesale Trade

1%

Construction

1%

Transportation and Warehousing

1%

Agriculture, Forestry, Fishing and Hunting

1%

0LQLQJ4XDUU\LQJDQG2LODQG*DV 1% ([WUDFWLRQ

1%

Other

5% 0

5

10

15

20

25 n=275

Sponsored by:

34


ABOUT AWARENESS INC. STATE OF SOCIAL MEDIA MARKETING

$ZDUHQHVV,QFLVWKHOHDGLQJSURYLGHURIHQWHUSULVHFODVVRQGHPDQGVRFLDO PDUNHWLQJPDQDJHPHQWVRIWZDUH 6006 IRUPDUNHWHUVWRSXEOLVKDQGPDQDJH VRFLDOFRQWHQWHQJDJHZLWKWKHLUDXGLHQFHDQGPHDVXUHWKHHIIHFWLYHQHVVRIWKHLU VRFLDOPHGLDDFWLYLWLHVDFURVVPXOWLSOHVRFLDOPHGLDFKDQQHOV7KH$ZDUHQHVV 6RFLDO0DUNHWLQJ+XELVEXLOWXSRQ$ZDUHQHVVÒ&#x2039;H[SHUWLVHZLWKVRPHRIWKHZRUOGÒ&#x2039;V OHDGLQJEUDQGVDQGPDUNHWLQJDJHQFLHVLQFOXGLQJ0/%6RQ\3LFWXUHV&RPFDVW /LNHDEOH0HGLD$VVRFLDWHG3UHVV&R[&RPPXQLFDWLRQV0LQGMXPSHUVDQG American Cancer Society. 7KH$ZDUHQHVV6RFLDO0DUNHWLQJ+XELVEXLOWWRDGGUHVVWKHFKDOOHQJHVPDUNHWHUV IDFHPDQDJLQJPXOWLSOHVRFLDOFKDQQHOV7KH6RFLDO0DUNHWLQJ+XELVWKHÃ&#x20AC;UVW HQWHUSULVHFODVVDSSOLFDWLRQIRUVHULRXVPDUNHWHUVZKRZDQWWRSODQLPSOHPHQWDQG PHDVXUHPHDQLQJIXOVRFLDOPHGLDVWUDWHJLHVDFURVVWKHRUJDQL]DWLRQ

/HDUQLQJ0RUHDERXW6RFLDO0DUNHWLQJE\&RQQHFWLQJZLWK$ZDUHQHVV )ROORZXVRQ7ZLWWHU @awarenessinc Join us on Facebook Social Media Marketing Best Practices Social Media Marketing Mavens Pages -RLQRXU/LQNHG,Q*URXS Social Media Marketing Mavens Group

Check out our Blog

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35

The State Of Social Media Marketing 2012  

Ottimo Report relativo al 2011 e tendenze 2012

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