Š 2011 Social Media Marketing in Malta
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Š 2011 Social Media Marketing in Malta
Table of Contents Introduction
Page 1
Executive Summary
Page 2
Key Findings
Page 3
The Use of Social Media Marketing in Malta
Page 4
Top Social Media Concerns
Page 6
Time Commitment
Page 8
Common Tools
Page 9
Outsourcing
Page 16
Demographics of Participants
Page 18
About the Author
Page 22
About ICON
Page 22
Š 2011 Social Media Marketing in Malta
Introduction Social media is a term tossed around a lot lately, with networks such as Facebook, YouTube and LinkedIn on everyone’s minds and tongues. For businesses, these represent a new marketing opportunity to reach clients, engage directly with them and drive leads and sales. We have seen various success stories from big brands and companies worldwide, which have dedicated time and budgets to experiment with social media marketing initiatives. Even locally, some companies are at the forefront of these new channels, while others are still exploring their opportunities. However, we still know relatively little about social media usage by local marketers. The local online market is more appealing than ever before. As confirmed by the Malta Communications Authority (MCA) 7theCommerce Survey: September 2010, 65% of the local population uses the Internet, with a third of the online people using the Internet for social networking. This report gives insight into how local marketers are using social media. 55 participants shared some useful information on how they are engaging, what benefits they are getting and what they are concerned about.
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Executive Summary In this research we gathered information from a sample of 55 local marketers from diverse industries with the intention of understanding their use of social media to promote their business. In this report you will find out about:
Usage of social media: We identified the percentage of companies using social media as part of their marketing efforts.
The most common social media concerns among marketers: Participants were presented with different scenarios and they could identify their most common concerns about social media marketing.
Time commitment: In this section we examine the extent of time businesses invest in social media, noting differences between younger and elder marketers among other factors.
Business benefits of social media marketing: What benefits are these marketers getting out of using social media?
Which social media tools are being used by local marketers: Learn more about the most common tools used by local companies. We will also see how factors like experience and type of business affect the results.
Upcoming social networks: Here we ask marketers about the tools they would like to learn more about for possible future use.
Outsourcing: We checked out whether marketers carry their social media efforts in-house or whether they engage a third party to do so. What tasks do they outsource, if any? This report gives insight in the use of social media in Malta. If you are not yet convinced about this emerging channel, see how marketers are using social media to promote their business. On the other hand if you are using social media but still new to it, check out what tools your counterparts are using and what you should keep an eye open for. Even if you are a social media expert, you may want to see if other marketers’ concerns are the same as yours.
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