Research Report: State of Social Marketing 2012-2013
Research Report: State of Social Marketing 2012- 2013.
Dec 23, 2015
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Research Report:State of Social Marketing 2012-2013
This survey was fielded via an internet questionnaire. Respondents were sourced from email and social media outreach by the Pivot Conference. Respondents were offered either a chance to win a $500 American Express gift card or receive a signed copy of the new book by Brian Solis, Pivot’s executive producer, as an inducement to complete the questionnaire. The survey responses were taken between September 15 and October 7, 2012. 181 surveys were completed during that period. Except where otherwise noted, the base for all questions is the full set of respondents.
Methodology
Survey respon-dents primarily brands, agencies
Demographic Breakdown of Respondents
A company that creates prod-
ucts or delivers services; 38.7%
Advertising or marketing agency; 16.6%
PR/communi-cations
agency; 7.2%
Consultancy; 13.8%
Freelance services;
4.4%
Other; 19.3%
20112012A company
that cre-ates prod-ucts or de-livers ser-
vices, 45.8%
Advertising or mar-keting agency, 19.2%
PR/ Co-munica-
tions agency,
5.1%
Con-sul-
tancy, 12.4%
Freelance services
company, 4.5%
Other, 13.0%
Q: Which of the following best describes the type of business where you work?
Yes, 77%
No, 23%
Fewer think they understand their Social Consumers than last
year
Yes,62%
No,38%
20112012
Q: Do you feel that you have a pretty clear picture of who your company’s current Social Consumers are?
Social consumers equally balanced by gender
Social Consumers Balanced in Gender
2012
Male; 55%
Fe-male; 45%
2011
Male; 51%
Female; 49%
Q: What is the approximate gender balance of your Organization’s Social Consumer today?
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Under
18
18-2
5
26-3
0
31-3
5
36-4
0
41-4
5
46-5
0
51-5
5
56-6
0
61-6
566
+0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
20112012
Social Consumers skew younger in 2012, but cover all age groups in
similar pattern
Q: What is the approximate age range of your Organization’s Social Consumer today?
Don't know
Under $30,000
$30,000 - $49,999
$50,000 - $69,000
$70,000 - $99,000
$100,000 - $150,000
More than $150,000
0% 5% 10% 15% 20% 25% 30%
20112012
Social Consumers now perceived as having more income
Don’t know
$30,000-$49,999
$70,000-$99,000
More than $150,000
0% 10% 20% 30% 40% 50%
Q: What is the approximate median personal annual income of your Organization’s Social Consumer today ?
Facebook and Twitter still dominant, Pinterest jumps into view
20112012
Other
Bebo
Myspace
Google+
0% 20% 40% 60% 80% 100%
MySpace
Other
Google+
0% 20%
40%
60%
80%
100%
120%
Q: What Social networks do your current Social Consumers use?
Loopt
Path
Gowalla
LinkedIn Mobile
Foursquare
Twitter Mobile
Facebook Mobile
0% 20%
40%
60%
80%
100%
Visual platforms Instagram and Pinterest gain momentum
RedLaser
Other (please specify)
Google+
Foursquare
0% 20% 40% 60% 80%100%
20112012
Q: What Social networks/apps are your current Social Consumers most likely to be accessing primarily from mobile devices?
Yes; 35%
No; 53%
Don't know; 12%
Q: Has your organization asked its Social marketing customers what is the greatest benefit they expect from their Social media engagement?
Yes; 34%
No; 54%
Don't know; 12%
20112012
Most have not asked Social Consumers what they want, still
Q: Which of these benefits do you believe your Social Consumers are expecting from their current Social media engagement
Insight and content now more important than deals
Other (please specify)
Ability to buy within social networks
Loyalty/rewards for engagement
Ability to get what they need in social networks, not websites (information, reviews)
Ability to offer product feedback for improvement
Learn about new products
Deals/promotions
Be part of a branded community
Customer service
Insight to help make decisions
Exclusive content
0% 20% 40% 60% 80%
20112012
Ability to offer product feedback for improvement
Ability to get what they need in social networks, not websites
Ability to buy within social networks
Ability to get what they need in social networks, not websites (information, reviews, etc.)
Be part of a branded
Ability to offer product feedback for improvement
Exclusive content
Loyalty/rewards for engagement
Deals/promotions
Learn about new products
Insight to help make decisions
Customer service
0% 10% 20% 30% 40% 50% 60% 70%
Conversations do not drive meaningful business outcomes
Consumers just want deals and discounts
Our Social media programs were too promotional
It is difficult to tie ROI to Social media
Social for customer service is more important than Social marketing
It is difficult to win over executive support
We are beginning to use social to develop new products for consumers
Consumers unlike and unfollow us when we talk too much
Consumers want something of tangible value in exchange for the connection
Consumers want “a relationship” with us
Consumers want access to exclusive content or information
We are still experimenting
Conversations help with brand lift and relevance
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0
Marketers agree conversations lift brand and relevance
Q: With 1 being total disagree and 5 being totally agree, how much do you agree or disagree with each of the following statements?
Yes; 47%
No, Social marketing is
already/will be mainstream in the organiza-tion by then.,
53.3%
Yes; 49%
No, Social marketing is/already will be mainstream in the organiza-tion by then,
51%
20112012
Slightly more see Social as now mainstream
Q: One year from now will Social marketing in your organization (or your client’s if you’re a service provider) still be defined by continued experimentation?
Other
Lack of cross functional support
Lack of metrics
Executive skepticism
Lack of understanding about benefits of social media
Absence of clear social strategy for the brand
Unclear outcomes
Budget
0% 10% 20% 30% 40% 50%Q: What prevents your organization from moving beyond experimentation in Social marketing? Base: Respondents who indicated their companies would not move beyond experimentation in 2012
Other (please specify)
Absence of a clear Social strategy for the brand
Lack of cross-functional support
Lack of understanding of the benefits of Social media
Lack of metrics
Executive skepticism
Unclear outcomes
Budget
0% 10% 20% 30% 40% 50% 60% 70%
2011
2012
2013 2014 2015 Later than 2015
Don't know
0%
5%
10%
15%
20%
25%
30%
35%
40%
Increased realism and maturity with Social adoption
Q: When do you think your organization will move beyond experimentation in Social Marketing?
2013 2014 2015 Later than 2015
Don’t know
0%
5%
10%
15%
20%
25%
30%
35%
40%
2011 2012
Yes; 85%
No; 15%
Yes, 89%
No, 11%
Experimentation is fundamental to Social, marketers agree
Q: Do you feel that experimentation is a permanent fixture in Social marketing?
20112012
OtherBudget increase
Development of cross-functional supportExecutive buy-in
MetricsClearly defined outcomes
Development of clear social strategy for the brandIncreased understanding of the benefits of social media
0% 10%20%30%40%50%60%70%80%
Q: What triggered/will trigger in 2013 your Organization’s move beyond experimentation in Social Marketing? Base: Respondents who indicated Social would move beyond experimentation.
Other (please specify)
Development of cross-functional support
Budget increase
Metrics
Executive buy-in
Development of a clear social strategy for the brand
Clearly defined outcomes
Increased understanding of the benefits of social media
0% 10% 20% 30% 40% 50% 60% 70% 80%
2011
2012
Executive buy-in has risen
Yes; 90.2%
No; 9.8%
Experimentation will continue in Social
Q: Even though Social Marketing has gone/will soon go mainstream in your Organization, do you personally feel that experimentation will remain an ongoing element in your Organization’s Social Marketing plans?
20112012
Yes; 95.3%
No; 4.7%
Increased sales
Lead generation
Positive sentiment
Brand lift
Consumer engagement
Brand mentions
Influencing consumer behavior
Improved customer support/service
PR
Discovering points of relevance
Establishing points of influence
Impact on market value/stock price
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Q: What are your Organization’s (or client’s) primary goals for Social Marketing in the next year?
Sales still matter, but engagement matters more 201120122013
Engagement is key metric for Social in 2013
Q: One year from now (October 2013), what will be your Organization’s primary measure of success for Social Marketing?
ExposureOther (please specify)
ImpressionsGreat employee satisfaction/efficiency
Increased profit marginSocial commerce
The 3F’s: Friends, Fans, FollowersTrafficSales
Leads/referralsConversations/interactions
Increased salesEngagement
0% 5% 10% 15% 20% 25%
0%
20%
40%
60%
80%
100%
120%
Again, Engagement is Prime
Q: On a scale of 1 to 5, where 1 is of no importance and 5 is critically important, how do you rank the likely impact of each of these trends on your Organization during 2013?
5 4 3 2 1
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