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Social Media Marketing Research Conor Skinnader MBS in Marketing (DCU) @conskinn http://ie.linkedin.com/in/co norskinnader http://www.worky.com/conor-s
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Sep 12, 2014

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Page 1: Connector social media pres long version

Social Media Marketing Research

Conor SkinnaderMBS in Marketing (DCU)

@conskinnhttp://ie.linkedin.com/in/conorskinnaderhttp://www.worky.com/conor-skinnader

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Projected Online Ad Spend

US Online ad spend from 2003 onwards ($bn)

Consumer Marketing Report, 2009

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Global Traffic

The Nielsen Company, 2010

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Wave 3 Research Report (2009)

• Looked at 17 000 Internet users in 29 countries

• Social media can have a dramatic impact on your brand’s reputation

• 34 % post opinions about products and brands on their blog and 36 % think more positively about companies that have blogs

Universal McCann, Wave 3, 2008

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• 25% of UK respondents had subscribed to an RSS feed

• 70% of consumers have visited social media sites to get information

• 49% of these consumers made a purchase decision based on the information they found through social media sites

• 60% of people in the study said they are likely to use social media sites to pass along information to others online

DEI Worldwide, The Impact of Social Media on Purchasing Behaviour, 2008

DEI Worldwide Report

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Benefits of Social Media Marketing (2009)

Social Media Marketing Industry Report, 2009

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Social Media Marketing Industry Report, 2010

Benefits of Social Media Marketing (2010)

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Social Media Marketing Industry Report, 2009

Commonly used social media tools (2009)

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Social Media Marketing Industry Report, 2010

Commonly used social media tools (2010)

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• B2B companies are managing more profiles except on Facebook and MySpace

Business.com, 2009, B2B Social Media Benchmarking Study

Facebook

Twitter

LinkedIn Groups

LinkedIn Companies

Youtube

MySpace

FriendFeed

Plurk

Other

Social Media: B2B vs B2C

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Most beneficial Q&A Sites

Business.com, 2009, B2B Social Media Benchmarking Study

LinkedIn Answers

Yahoo Answers

WikiAnswers

Answers.com

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Can it help close business?

Experience Time Invested

Social Media Marketing Industry Report, 2010

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Sales and Leads

State of Inbound Marketing Report -http://bit.ly/aewfHr

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Experian Research

• Study examining consumer attitudes to various marketing methods

• 83% of respondents want organisations to treat them as individuals and understand their needs. This was from a sample of 1,526 people

• 62% of consumers agree that they are more receptive towards marketing that is tailored to their needs and circumstances

Experian Market Research, 2010

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% of budget allocated to Digital

Datran Media Survey, 2010

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Budget Projections

Datran Media Survey, 2010

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Utilisation of Digital Marketing

Datran Media Survey, 2010

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Elements of Online Strategy

Datran Media Survey, 2010

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Campaign Optimisation

Datran Media Survey, 2010

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The Nielsen Company, 2009

Spend on Social Networks by Industry

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Shifting of Funds

Society of Digital Agencies (SODA), 2010

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Society of Digital Agencies (SODA), 2010

Change in Marketing Investment

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Society of Digital Agencies (SODA), 2010

Allocation of budget

Digital Infrastructure

Digital Advertising

Search Optimisation

Social Networks

Mobile

Viral Campaigns

Blogger Outreach

Email Marketing

Games

Other

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2010 Priorities

Society of Digital Agencies (SODA), 2010

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Trust in various forms of Advertising

The Nielsen Company, 2009

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Which of the following people do you trust to provide you the most accurate opinion?

Sources of Recommendation

Global Web Index Report, Wave 1, 2010

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Facebook Referrals

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People in the Organisations

• Proficiency in digital marketing is highly valued, but under-delivered

– Only 13% said that their companies had developed the internal talent required to develop and implement growth-generating digital marketing programs.

• Over-reliance on outside agencies to meet talent gap

– 45% felt that they would need to turn to external partners and agencies– 55% don’t trust their ad agency partners to provide them with digital marketing

expertise they need

• Few satisfied with their company's marketing effectiveness

– Only 12% said their company was improving the consistency of its marketing and sales communications

Digital Scientists, Heidrick & Struggles Report, 2009

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• What business people turn to at work for business relevant information they need for their day to day jobs

Business.com, 2009, B2B Social Media Benchmarking Study, (http://www.business.com/info/b2b-social-media-benchmark-study)

Attend Webinars or listen to podcasts

Read user ratings & reviews for business products or services

Visit company or product profile pages on social media sites

Visit company blogs

Conduct searches for information on social media sites

Participate in online business communities or forums

Read or download business related content on 3rd party content sharing sites

Ask Questions on Q&A sites e.g. LinkedIn

Subscribe to RSS feeds of business related news or information sites

Use Twitter to find or request business related information

Most Popular Social Media Resources for Business Information

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• B2C companies place more emphasis on revenue than B2B companies

Business.com, 2009, B2B Social Media Benchmarking Study

Website Traffic

Brand Awareness

Engagement with Prospects

Engagement with Customers

Brand Reputation

Prospect Lead Quality

Revenue

Prospect Lead Volume

Useful Product Feedback

Other

Comparison of Success Metrics

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• Difficulty in getting feedback on product’s for B2B’s

• Can see impact on both revenue and website traffic

Impact of Social Media on Success Metrics

Business.com, 2009, B2B Social Media Benchmarking Study, (http://www.business.com/info/b2b-social-media-benchmark-study)

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Questions??