SEMPO Survey 2010 Social Media Marketing Findings Massimo Burgio
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Transcript of SEMPO Survey 2010 Social Media Marketing Findings Massimo Burgio
social media marketing findings from the SEMPO survey 2010
massimo burgio SEMPO board of directors www.sempo.org
social media marketing
findings methodology
SEMPO survey 2010
methodology
1,472 respondents to the state of search engine marketing report 2010 promoted by SEMPO and econsultancy (527 advertisers + 944 service providers)
SEMPO survey 2010
methodology
68 participant countries worldwide (38% US respondents, 19% from europe, 7% from asia)
SEMPO survey 2010
methodology
12 %
of brand-side respondents are companies from B2B marketing services, 10% from the retail industry, 8% finance sector
SEMPO survey 2010
methodology
25 %
of brand respondents are middle-big size companies with 101-1000 employees, 20% are small companies of 10-50 employees
SEMPO survey 2010
methodology
30 %
of respondents from the service side are full service marketing agencies, 21% search marketing agencies, 4% social media agencies
SEMPO survey 2010
methodology
50 %
of respondents from the service/agency side are small organizations <10 employees, 20% are a little bigger, 10-50 employees
social media marketing
findings budget and spend
social media marketing
budget 2009
50 %
of companies invested less than $25k for social media in 2009
59 %
of companies will invest on social media for 2010 more than they did in 2009
social media marketing
budget 2010
86 %
of agencies expect their clients to spend more on social media marketing in 2010 than they did in 2009
social media marketing
budget 2010
% 60 of agencies expect to invoice less than $100,000 for social media marketing services in 2010
social media marketing
budget 2010
social media marketing
findings agency vs. in-house
% 62 of companies run their social media marketing efforts in-house, with internal resources
social media marketing
resources
% 63 of agencies declared that the major reason for their clients to outsource social media marketing programs is for lacks of in-house skills (58% because SMM is too time-consuming)
social media marketing
outsourcing
% 35 of companies remunerated their social media mktg providers with a flat agency fee (27% adopted a time / material compensation)
social media marketing
agency fees
% 33 of search mktg services get remunerated with time and material compensation (32% adopted a fee per click model)
social media marketing
agency fees
social media marketing
findings goals and metrics
%
social media marketing
goals
51 of companies aims to increase brand awareness and enhance reputation through social media (33% aims at driving traffic and generating leads)
% 57 of agencies aims to increase brand awareness and enhance reputation for their clients through social media mktg (26% aims at driving traffic and generating leads)
social media marketing
goals
% 62 of companies evaluated social media mktg success in terms of brand awareness (10% ROI 59% customer engagement)
social media marketing
metrics
% 68 of agencies measured social media mktg success for their clients in terms of brand awareness (60% customer engagement, 21% number of sales/leads)
social media marketing
metrics
social media marketing
findings challenges
% 63 of companies struggled in measuring the ROI of their social media mktg efforts (37% in integrating with other online/offline mktg, 25% in getting budget, 11% in hiring and retaining talented resources)
social media marketing
challenges
% 58 of agencies declared that their clients struggled in measuring the ROI of their social media marketing efforts (18% in determining wether to run social media marketing in-house or to outsource it)
social media marketing
challenges
social media marketing
findings search integration
% 49 of companies treat social media and search engine marketing separately (33% integrates search + social media mktg efforts)
social media marketing
integration
% 35 of B2B companies integrate social media and search engine marketing programs(the level of integration is 30% for B2C companies)
social media marketing
integration
% 48 of agencies integrate social media and search engine marketing services (39% treats search and social media mktg separately)
social media marketing
integration
% 42 of companies stated that the rise of social media had a moderate impact on their search engine marketing programs (10% reported a huge impact)
social media marketing
impact on search
% 34 of small to medium size companies reported a huge impact of social media marketing in their marketing programs (19% for large size companies)
social media marketing
impact on search
% 56 of agencies reported a moderate impact of social media marketing in their clients’ search marketing programs (18% reported a huge impact)
social media marketing
impact on search
social media marketing
findings target networks
% 74 of companies adopted Facebook as primary social media network to promote their brand (73% prefer Twitter)
social media marketing
target networks
% 87 of agencies adopted Facebook as primary social media network to promote their clients (80% prefer Twitter)
social media marketing
target networks
% 83 of companies used Facebook as a primary social media network to promote their brand (68% focused on Digg, Twitter is not reported) – as from SEMPO Survey 2009
social media marketing
target networks
social media marketing
findings new tech trends
% 46 of companies described as significant the impact of behavioral targeting on search marketing (31% described as highly significant the impact of personalization of search results
social media marketing
new tech trends
% 48
social media marketing
new tech trends
of agencies described as significant the impact of video search on search mktg (38% described as highly significant the rise of local search)
more insight? search engine strategies budgeting search engine optimization
paid search conversion rates web analytics change in media spend social media marketing outsourcing technology trends
get the
111 pages of industry data available online at http://econsultancy.com/reports/state-of-search (€150)
FREE for SEMPO members! (another good reason to be a SEMPO member)
www.sempo.org/join
full survey!
thank you! massimo burgio SEMPO board of directors www.sempo.org