Productive Social-Marketing

52
It’s noisy, it’s subject to fads, and it’s insanely popular Yes, social media is here to stay. With Facebook engaging more than 800 million monthly active users worldwide and earning more than 3 billion dollars in annual ad revenue, there‟s no doubt that social media infiltrates our lives and affects our behavior. But can it boost your company‟s bottom line? The insight presented here examines the impact of social media and its potential to drive more than mere awareness. In this presentation, you’ll discover: Who‟s likely to buy from social media sites How marketers are using social today What you need to do to master social marketing With this compilation of the industry‟s latest data and insights, you‟ll get the information you need to take social media to the next level - and to seize new opportunities for marketing success. Enjoy! The Adobe Digital Marketing Team

Transcript of Productive Social-Marketing

Page 1: Productive Social-Marketing

It’s noisy, it’s subject to fads,

and it’s insanely popular Yes, social media is here to stay. With Facebook engaging more than 800 million monthly active

users worldwide and earning more than 3 billion dollars in annual ad revenue, there‟s no doubt that

social media infiltrates our lives and affects our behavior.

But can it boost your company‟s bottom line? The insight presented here examines the impact of

social media and its potential to drive more than mere awareness.

In this presentation, you’ll discover:

• Who‟s likely to buy from social media sites

• How marketers are using social today

• What you need to do to master social marketing

With this compilation of the industry‟s latest data and insights, you‟ll get the information you need to

take social media to the next level - and to seize new opportunities for marketing success.

Enjoy!

The Adobe Digital Marketing Team

Page 2: Productive Social-Marketing

DATA INSIGHTS SPONSORED BY

The charts in this collection are ready to (re)use and embed. Feel free to share the whole presentation or any

slide, with your colleagues and business partners, but please preserve credits to our sponsor Adobe, the

organizations that provided the source data, and our links to MarketingCharts.com.

This presentation is part of MarketingCharts‟ Data Insights series featuring trends, data and research. This

collection brings together months of surveys, reports and insights released by research and marketing

organizations.

Putting the marketing in

Social media marketing

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Is social media a marketing treadmill?

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Yes, social media is a busy, noisy environment…

36% of tweets “worth

reading” are gobbled

by boring majority Carnegie Mellon University, Jan. 2012

13%

37% 35%

Ads Very/somewhat usefulAds Not very/not usefulDo not use any social mediasites

while a solid majority of Americans

either don‟t use social media or don‟t

find ads in social media too useful Epsilon, Dec. 2011

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…subject to fads and fashions.

0%

5%

10%

15%

20%

25%

30%

Dec-11 Jan-12 All of a sudden you

keep hearing about

Pinterest Meanwhile where are Bebo, MySpace,

Digg, Second Life, Slashdot,

Friendster, and countless other social

networks and online communities

whose heyday came and went?

Shareholic, Jan. 2012

Referral traffic by source

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And it is “free” only if you don‟t account for time spent.

0%

5%

10%

15%

20%

25%

63% of community

managers spend more

than 30 hours a week on their community, with a plurality

spending 41-50 hours (26%). In other

words, management of corporate

social media has become a full-time

job in many marketing departments.

Social Fresh, Jan. 2012

Most time-consuming task for community managers

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Account proliferation contributes to overload…

39.2

31.9

29.9

28.8

23.4

9.4

6.3

5.3

0.3

0.3

Twitter

Blog

Facebook

LinkedIn

Forum/Message board/Communities

YouTube

Foursquare

Allothers

Flickr

Gowalla

Number of corporate-owned social media accounts

Companies with

1,000+ employees

have an average of

178 social media

accounts, only 48% have a coordinated

approach to social media

deployments across the company

Altimeter Group, Jan. 2012

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…and resources can be a challenge.

77%

58%

42%

37% 34% 33%

31%

22%

Lack of sufficientresources

MeasuringROI

Managing andgrowing social

presence

Integratingsocial with

lead gen andsales

Integratingsocial with

rest ofmarketing

Monitoring socialmedia

Managingpublishing ofsocial content

across platforms

Social mediatraining

77% of marketers feel they lack resources A majority also struggle to measure ROI… which usually doesn‟t help getting more resources!

Awareness, Dec. 2011

Top social marketing challenge

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Yet… can you argue with success?

0%

10%

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MAUs DAUs Daily/Monthly

Facebook going towards 1 billion

monthly active users (MAUs) worldwide An unprecedented scale, with a daily use rate (DAUs as a %age of MAUs) sustained above 50% of total users

Company SEC filing, Feb. 2012

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Facebook and Youtube have emerged as

behemoths that cannot be ignored.

0% 10% 20% 30% 40% 50% 60% 70%

myYearbook

Google+

MySpace

Pinterest

Linkedin

Tagged

Yahoo! Answers

Twitter

YouTube

Facebook

US market share of visits, January 2012

The two market leaders

dwarf everyone else with

an undeniable critical

mass in terms of time

spent by users

Experian Hitwise, Feb. 2012

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Social media does affect behavior

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Social recommendation improves media perception

57%

65%

12%

7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Browsing Via Recommendation

Enjoyed video Did not enjoy

14% uplift in enjoyment

of recommended video and 41% decrease in the proportion of

people who didn‟t like the video.

Decipher/Unruly Media, Feb. 2012

See also Trendrr.TV analysis and

Hollywood Reporter / Penn Schoen

Berland survey, March 2012

Impact of social recommendation on video perception

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Social login contributes to website stickiness

Users logged in via a

social plugin stay more

than twice as long as visitors that don‟t log in at all. They

stay 12 minutes on average, which

beats standard login visits too.

Gigya, Jan. 2012

12

8

5

-

2

4

6

8

10

12

14

Social login Standard login Not logged in

Website session length in minutes

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Social sharing increases email click-through

2.6%

5.0% 5.4%

9.6%

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%

CTR without sharing CTR with Twitter CTR with Facebook CTR with LinkedIn

CTR with or without social sharing

Email CTR twice

higher or more thanks to social sharing buttons

GetResponse, Jan. 2012

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Social networks are used to find local businesses

4%

7%

9%

15%

0%

2%

4%

6%

8%

10%

12%

14%

16%

2008 2009 2010 2011

Social Network Local Business Search Usage

(% of respondents citing social media as primary and secondary source)

In 4 years the role of

social networks moved

from anecdotal to

nontrivial in helping

people find information

about local businesses

Localeze/15miles/comScore, Feb.

2012

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Social can drive sales

but faces perception challenges

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Women‟s influence on purchasing decisions

expands through social networks

73% of young adult women

describe themselves as

influential information sources

Ipsos Mendelsohn / Fleishman Hillard /Hearst, Jan.

2012

Women’s marketplace influence self-assessment

Millenials Xers Boomers Seniors

I am an influential information source 73% 53% 51% 44%

I regularly influence friends and family to buy or not to buy a

particular product or service 69% 49% 41% 27%

Using social network sites has made it easier for me to decide

on what to buy 61% 46% 36% 29%

Using social network sites to share my shopping and product

experiences make me feel more empowered 51% 33% 19% 9%

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Online orders via social media are larger on average

average

across digital

channels

Average order size by digital channel

Social media appears to

drive less bargain-

seeking “transactional”

shoppers than other

digital channels

ClearSaleing, Feb. 2012

$- $100 $200 $300

Social Media

Display

Paid Search

Comparison Shopping

Email

Natural Search

Affiliates

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Social sharing can trickle down to orders

All shoppers (100%)

Read friend comments (62%)

Click through to retailer (47%)

Purchase product (25%)

53%

75%

62%

% of online shoppers who are also Facebook users

A quarter of online

shoppers, who shop

at least quarterly

online and login to

their Facebook

account at least

monthly, have made a

purchase based on a

social

recommendation

Sociable Labs, March 2012

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Social media barely registers for holiday deal seekers

24%

5%

1%

1%

3%

5%

9%

13%

15%

24%

0% 5% 10% 15% 20% 25%

No preferred method

Other

RSS feeds

Twitter

Facebook

Online flyers

Talking with friends and family

Email newsletters

Print

Companies' websites Facebook and Twitter

way behind other online

and offline ways to

share good holiday

deals

Crowd Science, Jan. 2012

Favorite way to find holiday shopping deals

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Younger people trust online reviews more…

51% of millenials say

user-generated content

on a company website

most likely to influence

their opinion when

making a purchase

BazaarVoice survey, Jan. 2012

Recommendations as Purchase Influencers

49% 51%

66%

34%

From friends and family From online content reviews

Millenials Boomers

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…but personalization and privacy expectations

are less often met while shopping on Facebook…

Shopping

personalization more

than twice as likely to be

found lacking on

Facebook 21% also found their privacy

expectations were not met.

Baynote survey, Jan. 2012

Personalized shopping experience

24%

22.9%

18.5%

23%

69.3%

61.4%

64.7%

61.5%

6.6%

15.7%

16.8%

15.5%

On e-commercesite

On Facebook

On smartphone

On tablet

Exceeded expectations Met expectations

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…and direct shopping on Facebook is a mixed picture.

34%

32%

15%

10% 9%

0%

5%

10%

15%

20%

25%

30%

35%

would neverpurchase

Do no useFacebook

Did not knowpossible

Wouldpurchase

Havepurchased

Only 19% have or would

shop on Facebook Less than the proportion of people saying

they wouldn‟t ever. But a plurality of

people polled either didn‟t use Facebook

or didn‟t know they could make

purchases there.

Oracle, Dec. 2011

Product purchase intent via retailer’s FB page

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Social commerce trust skews towards

young, male, more affluent.

35% 38% 40% 49% 49% 50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

54+ $35K- Female 18-54 Male $35K+

More likely Less likely

Majority of females and

people of age 54+ are less likely to be comfortable giving

their credit card information to a known

brand through a secure payment process

on a social media site.

Digitas/Harris Interactive, Feb. 2012

Likelihood of giving credit card information

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Trust and privacy concerns

limit what people are willing to share.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Men Women Men Women Men Women Men Women Men Women

Name Email address Phone number Physical address Location

Yes Probably not Definitely not

For all the talk about

online over-sharing, real world concerns still affect what

people are willing to share online.

Women tend to keep to themselves data

that could be used to find them.

uSamp, Feb. 2012

Are you willing to share…

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Social media advertising: more data

needed to understand momentum

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Facebook now generating $3B+ in ad revenue per year

$151M $269M

$764M

$1,868M

$3,154M

0%

20%

40%

60%

80%

100%

120%

140%

160%

180%

200%

$0.0B

$0.5B

$1.0B

$1.5B

$2.0B

$2.5B

$3.0B

$3.5B

2007 2008 2009 2010 2011

Growth rate Ad revenue ($M)

Facebook‟s 2011 ad

revenue is equivalent to

Google‟s in 2004

Meanwhile, LinkedIn and Twitter‟s 2011

ad revenue were at around $155M and

$140M respectively.

Company SEC filings, Feb. 2012

Facebook had a 28%

market share of the US online display ad market in

2011

Comscore, Feb. 2012

Facebook’s ad revenue ($M) and growth rate (%)

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Facebook ahead of PPC/SEM among small businesses

25% 24%

23%

18%

12% 11%

Printnewspaper

Direct mail Facebook ads PPC & SEM Group deals Onlinenewspaper

Facebook advertising

used by almost one in

four small businesses

MerchantCircle, Dec. 2011

Small business marketing channel use

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While Google is promoting Google+ aggressively

How many people really

adopt and use Google+ and how Google continues to integrate it

with both Adwords and organic search

results could have a major impact on

both SEO and SEM practices and

spending.

Google hasn‟t released numbers for

daily/monthly G+ active users so a fair

comparison with other networks is hard

to make.

(Rough) estimate of G+ users: Paul Allen

with a few datapoints from Google;

MarketingCharts filling in the gaps

Google+ global registered users (millions)

0

20

40

60

80

100

120

140

160

180

Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12

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But people are ambivalent about personalized search

16%

39%

45%

Yes

Yes, but I do have someconcerns about privacy

No, I think everyoneshould see the sameresults when searchingthe same keyword

Do you like the idea of personalizing search results

based on past searches and info from your social

networking sites?

A strong minority doesn‟t

like the idea of

personalized web

search and its supporters seem rather

lukewarm. If there‟s strong user

pushback then Google will have another

failed social platform in its track record.

Ask Your Target Market, Jan. 2012

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A lot of data is missing on social advertising,

monetization, and genuine active use

There is a lot of data that companies such as

Facebook, Google or Twitter are not sharing:

- How many advertisers does Facebook have?

- How many people really use Google+ on a

daily basis?

- What is the proportion of all these social

media accounts that might be duplicates,

fakes, empty shells, or otherwise worthless?

- Are people sticking to any social network for

more than just a few years?

The social media momentum is real but all

datapoints should not be taken at face value

and marketers need to do their homework in

their specific market.

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The state of social media marketing

practices: peer benchmarking

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Even blue-chip industries like banking

have ramped up their social media presence.

76%

47%

41%

39%

31%

29%

25%

24%

15%

7%

4%

14%

Internet websites

SocNet pages and postings

Online or mobilevideo segments

Print magazines

Online communities and affinity groups

Digital signageand point-of-service

Digital media formats (mobile, tablets, eReaders)

eMagazines (dynamic publishing systems)

DVD products

Infomercials

IP-TV programs

Other

Almost half of bank

marketers use social

media to deliver

branded marketing

content and close to 40% use social media

analytics and conversation monitoring

CMO Council, December 2011

Marketing channels used by banks for their content

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Marketers are excited by social media engagement

Most exciting digital marketing opportunities (Total > 100% because respondents were asked their top 3)

Social media

engagement tops the list of digital marketing initiatives that

gets marketing professionals excited.

39% also make it a top priority.

Adobe / Econsultancy, Feb. 2012

See also Pointroll/Kelton Research

survey, March 2012

2%

6%

11%

18%

19%

23%

24%

27%

31%

37%

38%

54%

0% 20% 40% 60%

Sponsored tweets

Gamification

Marketing automation

Content marketing

Social media analytics

Joining up online and offline data

Video marketing

Brand building / viral marketing

Conversion rate optimization

Content optimization

Mobile optimization

Social media engagement

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They think it‟s a source of success, competitive

advantage, and even survival

13

13

16

28

17

26

42

36

39

18

35

20

Social media

enables businesses

to be more

successful

Companies can gaincompetitive

advantage byleveraging social

media

Companies that

don't fully embrace

social media will not

survive

Strongly disagree Disagree Agree Strongly agree

% of senior marketers

A majority of senior

marketers think

businesses must

embrace social media

Facebook / Forrester, March 2012

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They use social sites to listen & engage…

55%

55%

47%

25%

20%

20%

14%

14%

5%

11%

Improved customer listening,engagement and conversations

Opened new avenues togather and further market insights

Increased the complexity ofmarketing,…

Opened opportunities to survey,test and research products/services

Improved customer intelligence

New efficiencies / effectiveness in our go-to-market programs

Increased headcount to add talent to manage social media

Reduced advertising/media spend

Lowered cost ofcustomer service

Other

Social Media Impact on Marketing Operations

More than half of

marketers have

improved how they

interact with customers

and gather market

insights

CMO Council, Dec. 2011

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…and collect valuable data.

2.5

2.6

2.8

2.8

2.9

3.0

3.0

3.1

3.3

3.4

3.7

0 1 2 3 4

List brokers and managers

Data exchanges

Publisher registration data

Offline audience measurement platforms(e.g. Nielsen, IRI)

Online ad networks / exchanges

Commercial data compilers (focused onoffline data)

Data originators (e.g. survey / marketresearch)

Search engines

Social media and/or mobile applications

Web analytics providers

Prior marketing campaigns (e.g. forremarketing)

average = 3.0

To what extent is your company realizing value

from the utilization of third-party marketing data?

Social media comes

third among third-party

data sources ranked by

value

Winterberry Group, Jan. 2012

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CRM with a social layer lifts sales productivity

7%

15%

19%

21%

16%

21%

0% 1-5% 5-10% 10-15% 15-20% >20%

Improved Sales Productivity from Social CRM

(% of respondents)

More than half of social-

enabled CRM saw a

10%+ rise in productivity

Nucleus Research, March 2012

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But practitioners lack standard ROI metrics,

Measuring ROI on Social Media Campaigns

Fewer marketers tie

social media marketing

to sales/revenue though their number is growing

Wildfire, Jan. 2012

38%

24%

15%

Increased fans, likes,comments, interactions

Increased revenue Increased brand awareness

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…tend to focus on “soft” goals…

Benefits of Social Media Campaigns

Brand awareness

growth & customer

engagement dominate

expectations

Wildfire, Jan. 2012

See also Social Media Examiner, April

2012

88% 85%

58%

41%

Grow brandawareness

Engage in dialogue Increase sales andpartnerships

Reduce costs

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…such as awareness and reach.

2%

3%

11%

14%

19%

36%

44%

48%

64%

0% 10% 20% 30% 40% 50% 60% 70%

Other

I don't see any value

Not sure/still trying to figure that out

Driving revenue

B2B lead generation

New customer acquisition

Expanding reach to new audience

Building customer loyalty and retention

Awareness building

Primary value of social media as a marketing channel (total above 100% because multiple answers were allowed)

Low expectations for

lead gen and

revenue generation

StrongMail/Zoomerang, Dec. 2011

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Is a Facebook „Like‟ an actionable marketing event?

31%

30%

30%

22%

22%

21%

10%

10%

7%

7%

4%

4%

15%

Engage in futher conversationwith the customer

Foster more community conversations to spark ongoing engagement

Allow organic conversations, no censorship or editing

Deliver special offers, discounts,or deals exclusive to fans

Deliver more targeted,individualized messaging

Not sure how to respond,but we have a lot of "likes"

Deliver more advertisingto a more captive audience

Provide enhanced service and support

Promote perks, privileges or benefit

Reward power-posters andbuild advocacy among brand champions

Work to provide fasterhandling and better customer care

Develop new productsor innovations

Other

For most

organizations what

to do after a

Facebook „Like‟

remains rather fuzzy

and informal

CMO Council, Dec. 2011

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The relationship between email and social is uncertain…

36%

45%

1%

19%

39%

51%

1%

9%

Complementary channels Separate channels Conflicting channels We don't do social media

2011 2012

Marketers are split

on whether email

and social are

complementary or

separate channels

Adestra & Econsultancy, March

2012

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… and many miss easy integration opportunities…

42%

44%

52%

52%

58%

71%

76%

79%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Do you run a Facebook page with a newsletter sign-up form?

Do you collect contacts offline (tradeshows, stores…)?

Do you have a newsletter sign-up form included at your blog?

Do you use incentives to encourage subscriptions?

Is your web form on your homepage and above the fold?

Do you send confirmation emails to your new subscribers?

Do you tell your subscribers specifically what they will receive?

Do you use sign-up forms to grow your lists?

A majority of small and medium

business don‟t collect email

subscriptions from FB page

GetResponse, Feb. 2012

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…though they intend to correct that.

8%

14%

17%

44%

68%

0% 10% 20% 30% 40% 50% 60% 70%

Other

Display

Search

Mobile

Social media marketing Social tops integration

initiatives planned by

email marketers for

2012

StrongMail/Zoomerang, Dec. 2011

Channels planned for integration with email

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A majority will still focus on “feeding the beast” in 2012…

70%

59%

50%

45%

33%

6%

Increasedpresence across

social media

platforms

Increasedfrequency of

content

publishing

More robustsocial marketing

management

More robustsocial media

monitoring

More socialmedia presence

Other

More volume in a

universe of ever-

expanding online

content is what many marketing professionals

planned for 2012, such as adding a

Google+ presence.

Awareness, Dec. 2011

Simply Measured, Feb. 2012

Top Corporate Social Marketing Investment Areas in 2012

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…which means being all over the place.

76

72

69

68

67

66

38

34

31

23

12

14

23

23

18

11

23

21

24

22

19

13

1

2

1

2

1

1

1

2

2

1

3

33

4

7

12

21

11

40

40

45

57

72

YouTube/video

Facebook

Twitter

Blogs

Google+

LinkedIn

Photo sharingsites

Forums

Socialbookmarking

Geo-location

Daily deals

Increase Stay the same Decrease No plans to utilize

Future social media activities (% of marketers)

A solid majority of

marketers plans to

increase activity

across half a dozen

platforms.

Social Media Examiner, April 2012

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But they will have to face questions of

sustainability and media selection…

The increase in Facebook and Twitter use is done at the expense of previous

generations of online (social) media such as blogs.

University of Massachusetts Dartmouth’s Center for Marketing Research, Jan. 2012

45%

28%

36%

12%

61%

52% 50%

33% 33%

16%

71%

59%

37%

15%

24%

6%

74%

64%

Blogging Message/Bulletinboards

Online video Podcasting Facebook Twitter

2009 2010 2011

Type of social media in use at Inc. 500 companies

Page 49: Productive Social-Marketing

49 SPONSORED BY

…even for channels that most find effective.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Message/Bulletinboards

Blogging Online video Twitter Facebook Podcasting Foursquare MySpace

2009 2010 2011

Social media marketing success rate by channel

Facebook joined

other social

channels in

perceived

marketing success

back in 2010 Presumably lower reach and

channel proliferation push

marketers to drop efforts that

are otherwise deemed

successful.

University of Massachusetts

Dartmouth’s Center for

Marketing Research, Jan.

2012

Page 50: Productive Social-Marketing

50 SPONSORED BY

Is increased spending the answer?

7.4%

10.8%

19.5%

0%

5%

10%

15%

20%

25%

Current levels Next 12 months Next 5 years

CMOs plan to

raise spending by

more than 2x over

the next 5 years

Duke University’s Fuqua

School of Business, Feb. 2012

Page 51: Productive Social-Marketing

51 SPONSORED BY

Data sources in this presentation include:

Adestra - Altimer Group - Awareness - Baynote - BazaarVoice - Carnegie Mellon University -

Comscore - CMO Council - Crowd Science - Decipher - Digitas - Duke University -

Econsultancy - Epsilon - Forrester - Gygia - Harris Interactive - Ipsos Mendelsohn - Nucleus

Research - Sociable Labs - Social Fresh - Social Media Examiner - Umass Dartmouth –

Winterberry Group - Wildfire - Zoomerang - Some public companies via their SEC filings

This slideshow was put together by MarketingCharts.com, part of the Watershed Publishing

network of business-to-business online trade publications. You can find our content on

Twitter, Facebook, and Pinterest.

Please contact Sarah Roberts at [email protected] to become a sponsor of a

Data Insights package like this one.

Data sources

Page 52: Productive Social-Marketing

Some food for thought and action

based on the data and trends…

• Have you tried advertising on Facebook? It is still

cheap, is relatively easy to operate, and comes with

powerful demographics targeting.

• Are there social channels you can safely discontinue?

Others you should experiment with?

• Do you have a plan to do more than just chase

fleeting social exposure?

• Are you able to measure how social media really

contributes to your business?