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. 7R EH QRWLÀHG ZKHQ QH[W \HDUҋV UHSRUW LV DYDLODEOH click 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. 7R EH QRWLÀHG ZKHQ QH[W \HDUҋV UHSRUW LV DYDLODEOH click here.
Sponsored by:
January 2012
TABLE OF CONTENTS
STATE OF SOCIAL MEDIA MARKETING
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FOREWORD STATE OF SOCIAL MEDIA MARKETING
$V ZH DVVHVVHG WKH DFFRPSOLVKPHQWV RI DQG SUHSDUHG IRU WKH WHDP DW $ZDUHQHVV ,QF FRQQHFWHG ZLWK PDUNHWHUV IURP D FURVV VHFWLRQ RI LQGXVWULHV FRPSDQ\ VL]HV DQG OHYHOV RI VRFLDO PDUNHWLQJ H[SHULHQFH :H KHDUG IURP WKRVH OHDGLQJ WKH HIIRUWV DW WKH & OHYHO WKRVH ZKR PDQDJH DV ZHOO DV WKRVH ZKR VXSSRUW WKH VRFLDO PDUNHWLQJ IXQFWLRQ ZLWKLQ WKHLU RUJDQL]DWLRQV DQG D QXPEHU RI EXVLQHVV OHDGHUV ZKR DUH KHOSLQJ WR EULGJH WKH VRFLDO JDS ZLWKLQ WKHLU HQWHUSULVHV Survey Respondent Role Within Company 8%
27%
38%
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27%
We are excited about the number of responses from executives and senior PDQDJHUV ZKLFK ZH EHOLHYH LV IXUWKHU HYLGHQFH WKDW VRFLDO PDUNHWLQJ KDV DFKLHYHG D KLJKHU OHYHO RI VWUDWHJLF IRFXV DQG RUJDQL]DWLRQDO SULRULW\ )XUWKHUPRUH WKLV UHSRUW FRQWDLQV UHVSRQVHV IURP RUJDQL]DWLRQV DW YDULRXV VWDJHV of social marketing program implementation. We got a balanced response from WKRVH VWDUWLQJ RXW VHOI UHSRUWHG QRYLFHV DQG VRFLDO PHGLD GDEEOHUV DQG WKRVH ZKR KDYH JDLQHG D VWURQJ IRRWKROG ZLWK VRFLDO PDUNHWLQJ VHOI UHSRUWHG H[SHULHQFHG FRPSDQLHV DQG VRFLDO PDUNHWLQJ OHDGHUV )RU WKRVH DPRQJ XV ZKR DUH PRUH VWDWLVWLFDOO\ LQFOLQHG ZH ZRXOG QRWH WKDW WKHVH VHOI DVVHVVPHQWV DSSUR[LPDWH D EHOO FXUYH GLVWULEXWLRQ ZKLFK ZH EHOLHYH VXSSRUWV WKH YDOLGLW\ RI WKH ÀQGLQJV DFURVV FRPSDQLHV ZLWK GLIIHUHQW OHYHOV RI H[SHULHQFH LQ WKLV ÀHOG 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 0DUNHWHUV DUH ORRNLQJ WR LQYHVW KHDYLO\ LQ VRFLDO PHGLD PDUNHWLQJ LQ 7KH WRS 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 0DUNHWHUV DUH VWLOO JUDSSOLQJ ZLWK KRZ WR JHW VXIÀFLHQW UHVRXUFHV DQG WKHQ EHVW measure the return on their social marketing investment. 77% of respondents LQGLFDWHG D ODFN RI VXIÀFLHQW UHVRXUFHV ZKLOH UHSRUWHG PHDVXULQJ 52, DV WKHLU WRS VRFLDO PDUNHWLQJ FKDOOHQJH IRU ZKLFK PD\ LQGLFDWH D GLVFRQQHFW DQG VWDOHPDWH EHWZHHQ WKH GLIIHUHQW OHYHOV RI DQ RUJDQL]DWLRQ 0DQDJLQJ DQG JURZLQJ VRFLDO SUHVHQFH ZDV UHSRUWHG DPRQJ WKH WRS FKDOOHQJHV IRU RI PDUNHWHUV LQ 2012.
Top social platforms: The Big Three are dominating 7RS VRFLDO PDUNHWLQJ SODWIRUPV RI FKRLFH IRU PDUNHWHUV LQ ZHUH 100 80
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MAJOR FINDINGS STATE OF SOCIAL MEDIA MARKETING
Planned new social platforms for 2012: blogs, forums and YouTube 7KH VRFLDO SODWIRUPV WKDW ZLOO FDWFK PDUNHWHUVŇ‹ LQWHUHVW DQG VHH LQFUHDVHG investment in 2012 include: 30
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25
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18%
15 10 5 0
Planned new social marketing platforms for experienced marketers in 2012: The leaders are expanding to new platforms ([SHULHQFHG VRFLDO PDUNHWHUV UHSRUW WKDW WKH\ SODQ LQFUHDVHG XVDJH RI VRFLDO marketing platforms beyond the Big Three such as: 100
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Social media monitoring practices: Becoming a necessity 78% of marketers reported monitoring social media channels for mentions of WKHLU EUDQG DW OHDVW D IHZ WLPHV D ZHHN DQG UHSRUWHG PRQLWRULQJ LQGXVWU\ FRQYHUVDWLRQV ZLWK WKH VDPH IUHTXHQF\ 2I WKRVH ZKR GLG QRW PRQLWRU VRFLDO PHGLD 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 LQ FDVHV ZKHUH WKH QXPEHU RI SODWIRUPV LV JURZLQJ UHSRUWHG WKDW WKH\ 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
6RFLDO PHGLD 52, 7RS RI PLQG EXW GLIÀFXOW WR PHDVXUH 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\ EH GHÀQHG PRUH EURDGO\ WKDQ 52, EXW FOHDUHU 52, LV QHHGHG WR VXSSRUW DOORFDWLRQ RI WKH GHVLUHG UHVRXUFHV ,Q WKH SULPDU\ PHDVXUH ZDV UHDFK RI UHVSRQGHQWV XVHG WKH QXPEHU RI QHZ IDQV DQG IROORZHUV DV D SUR[\ IRU SURJUHVV )RU WZR WKLUGV WKH GHVLUHG RXWFRPH ZDV WR GULYH WUDIÀF WR RZQHG PHGLD PHDVXUHG WUDIÀF IURP VRFLDO FKDQQHOV WR ZHE SURSHUWLHV DV DQ LQGLFDWLRQ RI success. (This strategy is likely more prevalent in B2B and certain industries, but PRUH RQ WKDW LQ RXU QH[W FXW RI WKH GDWD (QJDJHPHQW FDPH LQ WKLUG UHSRUWHG 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.
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Top news education resources for social marketers: Blogs, peers and conferences RI PDUNHWHUV LQGLFDWHG WKH\ UHDG EORJV DV WKHLU NH\ ZD\ WR VWD\ RQ WRS RI LQGXVWU\ GHYHORSPHQWV DQG EHVW SUDFWLFHV %ORJV ZHUH IROORZHG E\ SHHUV D NH\ VRXUFH RI QHZV DQG LQVLJKWV IRU RI UHVSRQGHQWV &RQIHUHQFHV FDPH LQ DV PDUNHWHUVÒ‹ WKLUG PRVW WUXVWHG VRXUFH RI LQGXVWU\ GHYHORSPHQWV DW
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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 VRFLDO PHGLD SODWIRUPV LV VWLOO WKH WRS SULRULW\ IRU PDUNHWHUV IROORZHG E\ LQFUHDVHG frequency of content publishing and more robust social marketing management pro cesses and tools. Respondents are focusing efforts beyond the Big Three platforms )DFHERRN 7ZLWWHU DQG /LQNHG,Q WR H[SDQG UHDFK LQWR PXOWLSOH VRFLDO PDUNHWLQJ QHWZRUNV 0RELOH ZLOO EH DQ LQYHVWPHQW DUHD IRU RQH WKLUG RI PDUNHWHUV Top Areas of Corporate Social Marketing Investment for 2012 80 70 60 50
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CORPORATE INVESTMENT IN SOCIAL MARKETING STATE OF SOCIAL MEDIA MARKETING
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0RUH VRFLDO media presence
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:KHQ ZH ORRN DW ZKR GULYHV VRFLDO PDUNHWLQJ LQYHVWPHQW GHFLVLRQV ZLWKLQ WKH HQWHUSULVH ZH QRWLFH D FOHDU DOLJQPHQW RQ SULRULWLHV DW DOO OHYHOV RI WKH RUJDQL]DWLRQ 6HQLRU GHFLVLRQ PDNHUV DUH VHHPLQJO\ RQ ERDUG ZLWK JURZLQJ WKHLU FRPSDQLHVÒ‹ social reach, increasing content frequency and enabling robust social media PDQDJHPHQW DQG PRQLWRULQJ WKURXJK SURFHVVHV DQG WRROV %XW ZKHQ ZH ORRN DW WKH DFWXDO LQYHVWPHQW OHYHOV ZLWKLQ WKH HQWHUSULVH ZH VHH WKDW PRVW VRFLDO PDUNHWLQJ GHSDUWPHQWV DUH VHYHUHO\ XQGHU UHVRXUFHG DQG XQGHUIXQGHG 5HIHU WR &RPSDQ\ 6RFLDO 0DUNHWLQJ 5HVRXUFHV VHFWLRQ IRU PRUH GHWDLO 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 0RUH UREXVW social marketing management 0RUH UREXVW VRFLDO media monitoring
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CORPORATE INVESTMENT IN SOCIAL MARKETING STATE OF SOCIAL MEDIA MARKETING
%XGJHW ,QĂ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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 0RUH UREXVW social marketing management 0RUH UREXVW VRFLDO media monitoring No budget, just people 2YHU n=267
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CORPORATE INVESTMENT IN SOCIAL MARKETING STATE OF SOCIAL MEDIA MARKETING
Summary ,Q SUHVHQFH DQG IUHTXHQF\ RI FRQWHQW ZLOO UHPDLQ D WRS SULRULW\ HVSHFLDOO\ IRU WKH QRYLFHV DQG GDEEOHUV 7KH OHDGHUV ZLOO YHQWXUH LQWR QHZ SODWIRUPV DQG PRYH beyond presence and frequency to focus on processes and tools that help them monitor and manage their social marketing investment. :H SUHGLFW WKDW LQ OHYHOV RI VRFLDO PDUNHWLQJ LQYHVWPHQW ZLOO VHUYH DV D FRPSDQ\Ò‹V VRFLDO PDUNHWLQJ PDWXULW\ VFRUH 7KRVH LQ WKH HDUO\ VWDJHV ZLOO GLYH LQWR VRFLDO ZLWK OLWWOH FRQVLGHUDWLRQ IRU WKH WRROV DQG PHWKRGRORJLHV WR VFDOH WKHLU VRFLDO DFWLYLWLHV 6RFLDOO\ PDWXULQJ FRPSDQLHV ZKR KDYH WHVWHG WKLV DSSURDFK DQG VDZ LWV OLPLWDWLRQ ZLOO PDQDJH VRFLDO DV D VWUDWHJLF EXVLQHVV IXQFWLRQ ZLWK WKH FRUUHVSRQGLQJ 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: /HDUQ KRZ WR HYDOXDWH WKH HIIHFWLYHQHVV RI \RXU FXUUHQW VRFLDO PDUNHWLQJ VWUDWHJ\ ,GHQWLI\ QHZ ZD\V WR improve the return on your social marketing investment. É® The Social Funnel: Driving Business Value with Social Marketing: This eBook KHOSV &02V DQG VRFLDO PHGLD VWUDWHJLVWV WKLQN DERXW RUJDQL]LQJ DQG RSWLPL]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: 6WUDWHJLHV WR ,QFUHDVH (QJDJHPHQW KHOSV PDUNHWHUV IDFLOLWDWH FRPPXQLFDWLRQ ZLWK WKHLU DXGLHQFH KLJKOLJKWLQJ EHVW SUDFWLFHV IRU EXVLQHVVHV RI DOO VL]HV
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COMPANY SOCIAL MARKETING RESOURCES STATE OF SOCIAL MEDIA MARKETING
$OWKRXJK VHQLRU PDQDJHPHQW SULRULWL]HV VRFLDO 52, DV RQH RI WKHLU WRS DUHDV RI IRFXV WKH\ DUH QRW ZLOOLQJ WR LQYHVW EHIRUH WKH\ VHH WKH SURRI EHKLQG LW RI PDUNHWHUV VXUYH\HG IRU WKLV UHSRUW UHSUHVHQW FRPSDQLHV ZLWK VRFLDO PDUNHWLQJ EXGJHWV EHORZ DQQXDOO\ ZLWK RI PDUNHWHUV UHO\LQJ VROHO\ RQ KXPDQ 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%
:KHQ ZH ORRN DW WKH KXPDQ UHVRXUFH DOORFDWLRQ IRU VRFLDO PDUNHWLQJ LQLWLDWLYHV ZH see that a clear 74% majority of companies surveyed rely on the help of one to three PDUNHWHUV GHGLFDWHG WR VRFLDO PHGLD HIIRUWV ZLWK DGGLWLRQDO UHO\LQJ RQ WKUHH RU 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%
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COMPANY SOCIAL MARKETING RESOURCES STATE OF SOCIAL MEDIA MARKETING
Summary LV JRLQJ WR EH WKH \HDU ZKHQ ZH VWDUW WR VHH D PRUH EDODQFHG DSSURDFK EHWZHHQ VRFLDO PHGLD UHVRXUFHV DQG LQYHVWPHQWV LQ VRFLDO PHGLD LQIUDVWUXFWXUH 6XFK DSSURDFK ZLOO HPSRZHU VRFLDO PHGLD PDUNHWHUV WR VFDOH DQG SURYH WKH YDOXH RI their social initiatives.
Additional Resources: Free eBooks & White Papers ɮ How Corporations Should Prioritize Social Business Budgets: /HDUQ IURP $OWLPHWHU DQDO\VWV &KDUOHQH /L DQG -HUHPLDK 2\ZDQJ DERXW EHVW SUDFWLFHV IRU DOORFDWLQJ DQG SULRULWL]LQJ VRFLDO EXVLQHVV EXGJHWV
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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 FKDOOHQJHV WKDW PDUNHWHUV H[SHFW WR WDFNOH LQ 7KH FKDOOHQJH LGHQWLÀHG PRVW IUHTXHQWO\ E\ RI UHVSRQGHQWV ZDV DURXQG ODFN RI VXIÀFLHQW UHVRXUFHV 7UDLOLQJ DV D FORVH VHFRQG ZDV PHDVXULQJ WKH 52, RI VRFLDO PDUNHWLQJ SURJUDPV DV UHSRUWHG E\ RI UHVSRQGHQWV 0DUNHWLQJ VXSSRUW OHYHOV DUH DVNLQJ IRU investment, but executives are looking for ROI before dedicating more resources. 7KH XVH RI PHDVXUHPHQW WRROV PD\ EH WKH ZD\ WR EUHDN D SRVVLEOH VWDOHPDWH Top Social Marketing Challenges for 2012 77%
/DFN RI VXIÀFLHQW UHVRXUFHV 58%
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42%
,QWHJUDWLQJ VRFLDO ZLWK OHDG gen and sales
37%
,QWHJUDWLQJ VRFLDO ZLWK WKH rest of our marketing
34%
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33%
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31% 22%
Social media training 0
10
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n=319 40
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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, ZLWK GDEEOHUV EHLQJ WKH PRVW FKDOOHQJHG ([SHULHQFHG VRFLDO PDUNHWHUV DUH WKH PRVW FKDOOHQJHG E\ 52, PHDVXUHPHQW ZKHUHDV WKH OHDGHUV DUH VSOLW 1RYLFHV DUH PRUH FRQFHUQHG ZLWK PDQDJLQJ WKHLU SUHVHQFH DQG LQWHJUDWLQJ ZLWK WKH UHVW RI marketing than the rest of the pack. Top Social Marketing Challenges for 2012 by Level of Social Marketing Experience
/DFN RI VXIÀFLHQW UHVRXUFHV
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0RQLWRULQJ VRFLDO PHGLD
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GREATEST SOCIAL MARKETING CHALLENGES IN 2012 STATE OF SOCIAL MEDIA MARKETING
Summary $OWKRXJK VRFLDO PDUNHWLQJ ZLOO UHFHLYH LQFUHDVHG DGRSWLRQ DPRQJ FRPSDQLHV RI DOO VL]HV DQG LQGXVWULHV WKH SUDFWLFH UHTXLUHV D ELJJHU SLHFH RI WKH RYHUDOO UHVRXUFH DQG budget allocation. Without the proper support to scale social marketing programs, PDQ\ PDUNHWHUV ZLOO IHHO FRQVWUDLQHG WR VKRZ WDQJLEOH UHVXOWV IRU WKHLU EXVLQHVV 7KH QHHG IRU UHVRXUFHV VHHPV WR EH PHW ZLWK D GHPDQG IRU 52, SURRI IURP WKH WRS
Additional Resources: Free White Papers ɮ 6 Steps to Building and Managing a Successful Social Media Marketing Team: /HDUQ KRZ WR JHW WKH PRVW YDOXH IURP \RXU VRFLDO PDUNHWLQJ UHVRXUFHV ɮ A Marketer’s Guide to Social Media: Developing and Implementing a Social Media Marketing Strategy: An introduction to essential social media marketing FRQFHSWV WKDW ZLOO KHOS \RX DQG \RXU RUJDQL]DWLRQ PDNH LQIRUPHG GHFLVLRQV DERXW 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
6RFLDO PHGLD PRQLWRULQJ ZDV RQH RI WKH UHSRUWHG KRW DUHDV LQ RI VXUYH\ UHVSRQGHQWV VWDWHG WKDW WKH\ PRQLWRU IRU EUDQG PHQWLRQV LQ UHDO WLPH QHDU WLPH RU D IHZ WLPHV D ZHHN ZLWK SODQQLQJ WR GR VR LQ ZLWK WKH VDPH IUHTXHQF\ 7KLV ZLOO EULQJ WKH WRWDO RI FRPSDQLHV PRQLWRULQJ VRFLDO PHGLD DW OHDVW D IHZ WLPHV D ZHHN WR 6RFLDO PHGLD PRQLWRULQJ IRU LQGXVWU\ FRQYHUVDWLRQV DOVR VDZ D SHDN LQ UHDFKLQJ RI UHVSRQGHQWV ,QGXVWU\ FRQYHUVDWLRQ VFDQV ZLOO EH DGRSWHG by another 14% of respondents in 2012, bringing the total number close to 90%. Social Media Monitoring for Brand Mentions
8% 14% 33% 22%
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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 RI VRFLDO PDUNHWLQJ H[SHULHQFH RI WKH RUJDQL]DWLRQ &ORVH WR RI VRFLDO PDUNHWLQJ OHDGHUV UHSRUW PRQLWRULQJ LQ UHDO RU QHDU WLPH FRPSDUHG WR WKRVH ZLWK OHVV VRFLDO PDUNHWLQJ H[SHULHQFH ZKR UHSRUWHG PRQLWRULQJ UHDO RU QHDU WLPH IRU EUDQG PHQWLRQV 20% of the time. Social Media Monitoring for Brand Mentions by Level of Experience Novice 'DEEOHU ([SHULHQFHG ([SHUW n=277
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1RW VXUSULVLQJO\ RI UHVSRQGHQWV UHSUHVHQWLQJ FRPSDQLHV ZLWK VRFLDO PHGLD EXGJHWV RI RYHU \HDU PRQLWRU IRU EUDQG PHQWLRQV LQ UHDO WLPH 7KLV LQGLFDWHV D GLUHFW FRUUHODWLRQ EHWZHHQ UREXVW VRFLDO PHGLD PRQLWRULQJ SUDFWLFHV DQG OHYHOV RI VRFLDO PDUNHWLQJ HIIHFWLYHQHVV DFKLHYHG EUDQGV WKDW LQYHVW KHDYLO\ LQ WKHLU VRFLDO PDUNHWLQJ HIIRUWV VHH WKH EHQHÀW RI PRQLWRULQJ VRFLDO FRQYHUVDWLRQV IRU deeper user insights and engagement. Social Media Monitoring for Brand Mentions by Level of Social Marketing Budget No budget, just people 2YHU n=265
5HDO WLPH 1HDU WLPH $ IHZ WLPHV SHU ZHHN 1RQH ZLWK QR plans to 'RHVQÒ‹W PRQLWRU but plans to in 2012
0
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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 $OHUWV 7ZHHW'HFN 6RFLDO0HQWLRQ FRP 5DGLDQ DQG 6\VRPRV ZLWK QR FOHDU OHDGHUV LQ WKH ÀHOG Free and Paid Social Media Monitoring Tools Free Tools 3DLG 7RROV
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 DQG HIÀFLHQWO\ :KLOH RI VXUYH\HG PDUNHWHUV VWDWH WKDW WKH\ DUH FXUUHQWO\ QRW XWLOL]LQJ VRFLDO PHGLD PDQDJHPHQW 600 SODWIRUPV SODQ WR DGRSW VXFK WRROV LQ :H EHOLHYH ZLOO EH WKH \HDU PRVW FRPSDQLHV DGRSW D 600 SODWIRUP DQG H[SHFW WR VHH GUDPDWLF LPSURYHPHQWV IRU WKRVH ZKR GR VR LQ WHUPV RI VRFLDO 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
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40
50
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SOCIAL MEDIA MONITORING AND MANAGEMENT PRACTICES STATE OF SOCIAL MEDIA MARKETING
Summary 0DUNHWHUV DUH LQFUHDVLQJO\ DGRSWLQJ VRFLDO PHGLD PRQLWRULQJ DQG PDQDJHPHQW SODWIRUPV LQ DQ HIIRUW WR VFDOH WKHLU VRFLDO PDUNHWLQJ SURJUDPV ([SHFW WR VHH PRUH FRPSDQLHV DGRSWLQJ VRFLDO PHGLD PDQDJHPHQW DQG VRFLDO &50 VROXWLRQV LQ ZKLFK LQ WXUQ ZLOO JLYH ULVH WR QHZ LQVLJKWV DQG EHVW SUDFWLFHV WKDW ZLOO XOWLPDWHO\ KHOS establish social marketing as a proven area for business investment.
Additional Resources É® Social Marketing Analytics: /HDUQ IURP $OWLPHWHU DQDO\VWV -HUHPLDK 2\ZDQJ DQG -RKQ /RYHWW DERXW WRROV DQG ZD\V WR PHDVXUH VRFLDO PHGLD
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MEASURING SOCIAL MARKETING ROI STATE OF SOCIAL MEDIA MARKETING
$OWKRXJK VRFLDO PDUNHWLQJ 52, ZDV TXRWHG DV RQH RI WKH WRS SULRULWLHV IRU PDUNHWHUV surveyed in this report, it is still not an area of disciplined measurement for close WR RI FRPSDQLHV ZLOO VHH PRUH PDUNHWHUV MXPSLQJ RQ WKH VRFLDO 52, EDQGZDJRQ À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activities. Number of Companies Measuring Social Marketing ROI Yes No No, but planning to n=297
52% 18% 30% 0
10
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1RW VXUSULVLQJO\ H[SHULHQFHG VRFLDO PDUNHWHUV VKRZ GHHSHU DSSUHFLDWLRQ IRU VRFLDO marketing ROI. Close to 100% of the companies represented in this report state WKH\ DUH PHDVXULQJ 52, RQ VRFLDO PDUNHWLQJ LQLWLDWLYHV 7KHVH FRPSDQLHV ZLOO VHW WKH PHWULFV PHWKRGV DQG EHQFKPDUNV WKDW ZLOO HVWDEOLVK VRFLDO PDUNHWLQJ DV RQH RI WKH YLDEOH SURYHQ ZD\V WR GULYH YDOXH IRU RUJDQL]DWLRQV LQ 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
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MEASURING SOCIAL MARKETING ROI STATE OF SOCIAL MEDIA MARKETING
Top Social Marketing ROI Metrics 6RFLDO PDUNHWLQJ 52, JHWV LWV GHÀQLWLRQ IURP PDUNHWHUV ZLWKLQ FRPSDQLHV PHDVXULQJ PXOWLSOH FRPSRQHQWV RI WKHLU VRFLDO PDUNHWLQJ LQLWLDWLYHV 6WDUWLQJ ZLWK PHWULFV DVVRFLDWHG ZLWK VRFLDO SUHVHQFH DQG UHDFK PDUNHWHUV DUH PRYLQJ EH\RQG WKH REYLRXV JURZWK LQ IDQV DQG IROORZHUV DQG WUDIÀF WR WKHLU ZHEVLWHV WR W\LQJ VRFLDO LQLWLDWLYHV WR OHDG JHQHUDWLRQ DQG VDOHV $ JURZLQJ QXPEHU PDUNHWHUV VXUYH\HG LQ WKLV UHSRUW VWDWH WKDW WKH\ PHDVXUH VRFLDO PHGLD LQ WHUPV RI QHZ OHDGV DQG VDOHV IRU WKH HQWHUSULVH ([SHFW PRUH FRPSDQLHV WR MRLQ WKHLU IHOORZ PDUNHWHUV LQ IROORZLQJ SURYHQ PHWKRGRORJLHV WR FRQQHFW VRFLDO WR LQFUHDVHG PDUNHW share in the coming year. Top Social Marketing ROI Metrics Social presence: number RI IROORZHUV IDQV
76% 67%
7UDIÀF WR ZHEVLWH Social mentions across platforms Share of social conversations
53% 40% 38%
/HDG *HQHUDWLRQ 26%
Sales
n=297
8%
Other 0
10
20
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Additional Resources É® The Top 9 Social Media Metrics Marketers Need to Know: 'LVFRYHU WKH WRS social ROI metrics such as brand sentiment, engagement and conversions, and KRZ WR EXLOG D UREXVW PHWKRGRORJ\ IRU FDSWXULQJ VRFLDO 52, 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.
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TOP SOCIAL MEDIA PLATFORMS STATE OF SOCIAL MEDIA MARKETING
,WÒ&#x2039;V QR VXUSULVH WKDW WKH %LJ 7KUHH VRFLDO PHGLD SODWIRUPV )DFHERRN 7ZLWWHU DQG /LQNHG,Q ZHUH WKH PRVW ZLGHO\ XVHG LQ E\ DQG RI UHVSRQGHQWV UHVSHFWLYHO\ IROORZHG E\ XVLQJ <RX7XEH DQG XVLQJ EORJV <RX7XEH LV JDLQLQJ SRSXODULW\ DV PRUH FRPSDQLHV DQG EUDQGV VWDUW WR VL]H WKH potential of this highly impactful visual medium. Social platforms such as foursquare, SlideShare, Flickr, Tumblr and forums appear WR EH WKH QHZ WHUULWRULHV WR H[SORUH EXW DUH VWLOO D QLFKH SOD\ $ VLJQLÃ&#x20AC;FDQW PDMRULW\ EHWZHHQ DQG RI VXUYH\ UHVSRQGHQWV UHSRUWHG WKDW WKH\ GLG QRW XVH WKRVH FKDQQHOV LQ DQG KDYH QR SODQV WR XVH WKHP LQ +RZHYHU LW LV D WDOH RI WZR NLQJGRPV DV ZH ZLOO VKRZ LQ WKH QH[W VHFWLRQ 7KH PDMRULW\ RI WKH OHDGHUV KDYH SUHVHQFH ZKHUHDV WKH QRYLFHV DQG GDEEOHUV KDG QR VLJQLÃ&#x20AC;FDQW LQWHUHVW LQ WKHVH FKDQQHOV LQ *RLQJ LQWR WKH SODQQHG XVDJH UDQJHV EHWZHHQ DQG 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
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TOP SOCIAL MEDIA PLATFORMS STATE OF SOCIAL MEDIA MARKETING
Other social platforms mentioned by survey respondents include: ɮ Google + ɮ Bestvendor ɮ Getapp ɮ QQ ɮ Renren ɮ Wiebo (Chinese Social Media) ɮ Podcasts ɮ Pinterest ɮ Proprietary communities
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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\ WKRVH ZLWK PRGHUDWH WR KLJK OHYHOV RI VRFLDO PDUNHWLQJ H[SHULHQFH 0DUNHWLQJ OHDGHUV KDYH HPEUDFHG WKLV FKDQQHO DV D YLDEOH SODWIRUP WR JURZ VRFLDO UHDFK DQG HQJDJHPHQW 0RUH WKDQ RI UHVSRQGHQWV UHSRUWHG XVLQJ EORJV 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. 1RYLFHV DQG GDEEOHUV DUH MRLQLQJ WKH EORJJLQJ EDQGZDJRQ RI FRPSDQLHV 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 ([SHULHQFHG PDUNHWHUV OHDG WKHLU OHVV H[SHULHQFHG SHHUV LQ WKH DGRSWLRQ 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
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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]DWLRQ DV SDUW RI WKHLU VRFLDO PHGLD PL[ DW 7KH SODQQHG XWLOL]DWLRQ among all other levels of experience exceeds 20%, the highest among all the VHFRQG WLHU SODWIRUPV ([SHFW WR VHH IRUXPV JURZLQJ LQ SRSXODULW\ LQ DV PRUH FRPSDQLHV SDUWLFLSDWH PRUH DFWLYHO\ RU UXQ IRUXPV RI WKHLU RZQ 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 IRXUVTXDUH WKH SRSXODU ORFDWLRQ EDVHG VRFLDO QHWZRUN &RPSDUH WKHP WR 7% of social marketing novices and 16% of social marketing dabblers ZKR KDYH WULHG FUHDWLQJ SUHVHQFH RQ WKH QHWZRUN 7KH VSHFLĂ&#x20AC;F IXQFWLRQDOLW\ RI IRXUVTXDUH PD\ OHQG LWVHOI EHVW WR RQO\ FHUWDLQ LQGXVWULHV ZKLFK ZH ZLOO H[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
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TOP SOCIAL MEDIA PLATFORMS STATE OF SOCIAL MEDIA MARKETING
Flickr Flickr is among the social platforms of choice for 50% of marketing leaders DQG RI H[SHULHQFHG PDUNHWHUV ([SHFW WR VHH LQFUHDVHG DGRSWLRQ RI WKH SODWIRUP LQ E\ DOO W\SHV RI PDUNHWLQJ RUJDQL]DWLRQV ZLWK RI 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 PDUNHWLQJ PL[ RI WKRVH PDUNHWHUV UHSRUWHG XWLOL]DWLRQ RI WKH SODWIRUP in 2011. Another 24% of them reported planned usage of SlideShare in 2012, the highest additional planned usage of any platform among the leaders. 6RFLDO PDUNHWLQJ QRYLFHV RQ WKH RWKHU KDQG DUH DW WKH HDUO\ VWDJHV RI DGRSWLRQ 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
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TOP SOCIAL MEDIA PLATFORMS STATE OF SOCIAL MEDIA MARKETING
Tumblr 7XPEOU LV WUDLOLQJ LWV PRUH SRSXODU VRFLDO SODWIRUP SHHUV ZLWK UHSRUWHG XVH 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
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Summary 7KH OHDGHUV ZLOO EH H[SDQGLQJ WR QHZ SODWIRUPV ZLWK WKH JUHDWHVW LQWHUHVW LQ 6OLGH6KDUH 7KH QRYLFHV DQG GDEEOHUV DUH SOD\LQJ FDWFK XS RQ WKH %LJ 7KUHH EORJV DQG <RX7XEH $V PRUH PDUNHWHUV ORRN IRU ZD\V WR LQFUHDVH WKH HIIHFWLYHQHVV RI WKHLU VRFLDO PDUNHWLQJ LQLWLDWLYHV LQ ZDWFK IRU PRUH FRPSDQLHV DGGLQJ myriad social platforms to their marketing mix â&#x20AC;&#x201C; brands usually look to add FKDQQHOV ZKHQ WKH\ Ã&#x20AC;QG V\QHUJLHV LQ WKH PDQDJLQJ DFURVV WKHP ([SHFW PDUNHWLQJ OHDGHUV WR SDYH WKH ZD\ IRU WKHLU OHVV H[SHULHQFHG FROOHDJXHV DQG 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: 0DVWHU WKH DUW RI Facebook presence and engagement. The Power of foursquare: 7 Innovative Ways to Get Your Customers to Check In Wherever They Are: 'RZQORDG D IUHH FKDSWHU RI &DUPLQH *DOORÒ&#x2039;V ERRN DQG learn about the advantages of foursquare. YouTube Best Practices: /HDUQ KRZ WR KDUQHVV WKH SRZHU RI YLGHR WR FUHDWH EX]] JURZ \RXU DXGLHQFH DQG PDNH D ODVWLQJ LPSUHVVLRQ Social Media Marketing Guide from SEOMoz: 6RFLDO 0HGLD *XLGH OLVWV WKH PRVW popular and effective social media sites for marketing your business. Sponsored by:
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LINKEDIN PARTICIPATION STATE OF SOCIAL MEDIA MARKETING
/LQNHG,Q ZLOO FRQWLQXH WR KDYH VWURQJ LQĂ XHQFH RYHU PDUNHWHUV DQG audiences in 2012. The additional planned usage of 10% of respondents is the highest among the Big Three. The majority of survey respondents, FORVH WR MRLQHG DQG XVHG /LQNHG,Q *URXSV LQ 2YHU RI VXUYH\HG PDUNHWHUV UHSRUWHG WKDW WKH\ DOUHDG\ SDUWLFLSDWH LQ PRUH WKDQ WKUHH /LQNHG,Q *URXSV Number of LinkedIn Groups Companies Report Participating In 0
22%
36% 13%
29%
>5 0
5
10
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20
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n=319 30
35
40
/LQNHG,Q *URXSV FDQ EH D YLDEOH ZD\ IRU PDUNHWHUV WR UHDFK RXW DQG WDON WR WKH & VXLWH RI H[HFXWLYHV VXUYH\HG IRU WKLV UHSRUW VWDWH SDUWLFLSDWLQJ LQ PRUH WKDQ Ă&#x20AC;YH /LQNHG,Q JURXSV 7KH LQFUHDVHG FORXW DQG SODQQHG DGRSWLRQ DQG XVH RI /LQNHG,Q DUH GULYHQ E\ WKH WDUJHWHG QDWXUH RI WKH SODWIRUP &RQVLGHU WKHVH /LQNHG,Q VWDWLVWLFV SXEOLVKHG E\ 6RFLDO 7HFKQRORJ\ 5HYLHZ LQ -XQH RI WKLV \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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LINKEDIN PARTICIPATION STATE OF SOCIAL MEDIA MARKETING
Participation in LinkedIn Groups by Respondent Role 60 50 40 30 20 10 0
0
([HFXWLYH RU VHQLRU PDQDJHPHQW 0LG OHYHO PDQDJHPHQW 0DUNHWLQJ VXSSRUW n=279
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5HVSRQGHQWV UHSUHVHQWLQJ VRFLDO PDUNHWLQJ OHDGHUV DQG FRPSDQLHV ZLWK VRFLDO PDUNHWLQJ EXGJHWV RI RYHU SHU \HDU YLHZ /LQNHG,Q *URXSV DV D YLDEOH WRRO ,Q IDFW RI VRFLDO PDUNHWLQJ OHDGHUV UHSRUWHG RSHUDWLQJ WKHLU RZQ /LQNHG,Q JURXSV 7KLV SHUFHQWDJH MXPSV WR IRU UHVSRQGHQWV IURP FRPSDQLHV ZLWK VRFLDO PDUNHWLQJ EXGJHWV RI RYHU SHU \HDU Companies Operating LinkedIn Groups
Yes No n=279 38%
62%
Summary /LQNHG,Q LQWURGXFHG QXPEHU RI HQKDQFHPHQW WR LQFUHDVH HQJDJHPHQW ZLWK JURXSV LQFOXGLQJ JURXS SROOLQJ RSWLRQV DQG WKH /LQNHG,Q 7RGD\ QHZV DJJUHJDWRU ([SHFW PRUH QHZ /LQNHG,Q IHDWXUHV LQ WKDW ZLOO PDNH /LQNHG,Q *URXSV D PHDQLQJ DQG LPSDFWIXO ZD\ WR FRQQHFW ZLWK GHFLVLRQ PDNHUV
Additional Resources: LinkedIn Corporate Blog: 7KH RIÃ&#x20AC;FLDO DQG XOWLPDWH JXLGH WR DOO WKLQJV /LQNHG,Q LinkedIn Strategies Group: <RX JXHVVHG LW WKH /LQNHG,Q 6WUDWHJLHV *URXS IRFXVHG RQ FUHDWLQJ SURIHVVLRQDO VXFFHVV RQ /LQNHG,Q Sponsored by:
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TOP SOCIAL MARKETING RESOURCES STATE OF SOCIAL MEDIA MARKETING
1R WUDGH FDQ Ă RXULVK ZLWKRXW LWV WRROV 0DUNHWHUV VXUYH\HG IRU WKLV UHSRUW DUH avid learners, tapping into multiple resources on a daily basis to learn about QHZ GHYHORSPHQWV HPEUDFH EHVW SUDFWLFHV DQG Ă&#x20AC;QG SUDFWLFDO DGYLFH RQ KRZ WR PD[LPL]H WKHLU PDUNHWLQJ HIIRUWV %ORJV DUH WKH WRS UHSRUWHG UHVRXUFH IRU VRFLDO PDUNHWLQJ LQIRUPDWLRQ ZLWK RI SDUWLFLSDQWV ORRNLQJ WR WKH EORJRVSKHUH IRU VRFLDO PDUNHWLQJ NQRZ KRZ 3HHUV DQG LQGXVWU\ FRQIHUHQFHV URXQG XS WKH WRS WKUHH 2WKHU UHVRXUFHV PDUNHWHUV XVH WR NHHS XS WR GDWH ZLWK WKH ODWHVW DQG JUHDWHVW LQ VRFLDO PDUNHWLQJ LQFOXGH ZHELQDUV ZKLWH SDSHUV DQG QHZVOHWWHUV 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
7KHUH LV QR VLQJOH DXWKRULW\ IRU VRFLDO PHGLD PDUNHWLQJ EHVW SUDFWLFHV 0DUNHWHUV ZKR SDUWLFLSDWHG LQ WKLV VXUYH\ UHSRUW XVLQJ RYHU GLIIHUHQW UHVRXUFHV WR JHW the latest in social marketing. Among those quoted resources, Mashable ZDV D FOHDU IDYRULWH IRU RYHU RI PDUNHWHUV IROORZHG E\ Hubspot, Social Media Examiner, Marketing Profs, LinkedIn, Twitter, Facebook, Social Media Today, TechCrunch, Awareness, Inc., and SmartBrief.
Additional Social Marketing Resources Mashable.com: 7KH 6RFLDO 0HGLD VHFWLRQ RI WKH 0DVKDEOH ZHEVLWH LV GHGLFDWHG WR WRS QHZV VWRULHV KRZ WRV DQG SUDFWLFDO JXLGHV RQ HQJDJLQJ LQ VRFLDO DQG PHDVXULQJ your social marketing effectiveness. SocialMediaExaminer.com: *UHDW UHVRXUFH ZKLFK RIIHU D ZLGH DUUD\ RI LQVLJKWV DERXW VRFLDO PHGLD PDUNHWLQJ (QMR\ WKH FDVH VWXGLHV KRZ WRV UHYLHZV YLGHRV H[SHUW LQWHUYLHZV DQG LQ GHSWK LQGXVWU\ DQDO\VLV Sponsored by:
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SURVEY PARTICIPANT DEMOGRAPHICS STATE OF SOCIAL MEDIA MARKETING
3DUWLFLSDQWV LQ WKLV VXUYH\ UHSUHVHQW D EURDG VSHFWUXP RI PDUNHWHUV IURP D FURVV VHFWLRQ RI RUJDQL]DWLRQV LQGXVWULHV DQG UHYHQXHV FORVHO\ IROORZLQJ WKH GLVWULEXWLRQ RI EXVLQHVVHV LQ WKH 86 7KHUH ZDV D PL[ RI FRPSDQLHV ZLWK EXVLQHVV WR EXVLQHVV % % EXVLQHVV WR FRQVXPHU % & RU D PL[ EHWZHHQ % % DQG % & UHYHQXHV UDQJLQJ IURP OHVV WKDW PLOOLRQ WR RYHU PLOOLRQ SHU \HDU DV ZHOO DV 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 /HVV WKDQ 0LOOLRQ
36%
0LOOLRQ
22%
0LOOLRQ
7% 4%
0LOOLRQ
10%
0LOOLRQ 0LOOLRQ
6%
2YHU 0LOOLRQ
n=275
15% 0
5
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SURVEY PARTICIPANT DEMOGRAPHICS STATE OF SOCIAL MEDIA MARKETING
Industries 3URIHVVLRQDO 6FLHQWLÃ&#x20AC;F DQG 7HFKQLFDO 6HUYLFHV
23%
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14%
Information
8%
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6%
1RQ SURÃ&#x20AC;W
5%
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5%
Health Care and Social Assistance
5%
Retail Trade
5%
Finance and Insurance
4%
0DQXIDFWXULQJ
4%
0DQDJHPHQW RI &RPSDQLHV DQG (QWHUSULVHV
4%
Accommodation, Travel and Food Services
4%
5HDO (VWDWH DQG 5HQWDO DQG /HDVLQJ
2%
Utilities
1%
Wholesale Trade
1%
Construction
1%
Transportation and Warehousing
1%
Agriculture, Forestry, Fishing and Hunting
1%
0LQLQJ 4XDUU\LQJ DQG 2LO DQG *DV 1% ([WUDFWLRQ
1%
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5% 0
5
10
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20
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ABOUT AWARENESS INC. STATE OF SOCIAL MEDIA MARKETING
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