Social media marketer survey, Jan 2010
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Social media marketer
survey, Jan 2010
Background
• The IAB Social Media Council wanted to find out what UK brands think about social media
• We investigated levels of knowledge, usage, and budget allocations, to gain a deeper understanding of what the challenges are for the industry
• These slides are based on the responses of 80 senior-level marketers, conducted via questionnaire in December 2009
Key findings
• Social media is important to over 88% of clients• Usage is mixed – for some a core component for
others still at testing stage• Whilst marketing is the main dept of choice,
many clients are unsure where social media fits• Proving ROI and measurement are seen to be
biggest challenges• Social media budgets WILL be going up in 2010
How do you rate the importance of social media to your business?
Very important
36%
Quite important
50%
Neither 7%
Not that important
7%
To what extent have you embraced social media marketing and PR?
22.219.8
23.5
27.2
7.4
0
5
10
15
20
25
30
Now a corepart ofcommsstrategy
Feeds intomost
campaigns
Ad hocprojects
Have testedand will use
again
Not at all
%
Where does social media fit within your organisation?
73.3
33
1216
6.7
20
0
10
20
30
40
50
60
70
80
Marketing PR/Corporatecomms
Research Customerservices
IT Other
%
• Responsibility of lots of people• Cross-departmental• Digital team• Dedicated social media team• Fundraising• CEO• Digital banking
Where does social media fit within your organisation? Other, open responses…
Which of the following social media activities have you used and how important are they to your organisation?
Social media monitoring
50.7
32
13.3
400
10
20
30
40
50
60
Yes and very important Not used but intend totest in 2010
Yes but not important Not used and don'tintend to
Don't know what this is
%
Reactive customer service
36
34.7
17.3
8
4
0
5
10
15
20
25
30
35
40
Yes and very important Not used but intend totest in 2010
Yes but not important Not used and don'tintend to
Don't know what this is
%
Blogger outreach
37.3
29.3
12
16
4
0
5
10
15
20
25
30
35
40
Yes and very important Not used but intend totest in 2010
Yes but not important Not used and don'tintend to
Don't know what this is
%
Own branded blog
36
22.7
14.7
25.3
1.30
5
10
15
20
25
30
35
40
Yes and very important Not used but intend totest in 2010
Yes but not important Not used and don'tintend to
Don't know what this is
%
Own branded community
38.7
24
9.3
26.7
1.30
5
10
15
20
25
30
35
40
Yes and very important Not used but intend totest in 2010
Yes but not important Not used and don'tintend to
Don't know what this is
%
Own Twitter account
50.7
18.7
12
18.7
00
10
20
30
40
50
60
Yes and very important Not used but intend totest in 2010
Yes but not important Not used and don'tintend to
Don't know what this is
%
Facebook page or group
46.7
18.7
26.7
8
00
5
10
15
20
25
30
35
40
45
50
Yes and very important Not used but intend totest in 2010
Yes but not important Not used and don'tintend to
Don't know what this is
%
LinkedIn group
16
13.3
14.7
56
00
10
20
30
40
50
60
Yes and very important Not used but intend totest in 2010
Yes but not important Not used and don'tintend to
Don't know what this is
%
YouTube channel
32
2421.3
22.7
00
5
10
15
20
25
30
35
Yes and very important Not used but intend totest in 2010
Yes but not important Not used and don'tintend to
Don't know what this is
%
Official account on other social site (i.e. Flickr)
18.718.7
20
40
2.70
5
10
15
20
25
30
35
40
Yes and very important Not used but intend totest in 2010
Yes but not important Not used and don'tintend to
Don't know what this is
%
Video distribution
37.3
26.7
12
21.3
2.70
5
10
15
20
25
30
35
40
Yes and very important Not used but intend totest in 2010
Yes but not important Not used and don'tintend to
Don't know what this is
%
Widgets or Facebook apps
22.7
40
17.3
20
00
5
10
15
20
25
30
35
40
Yes and very important Not used but intend totest in 2010
Yes but not important Not used and don'tintend to
Don't know what this is
%
Display advertising within social networks
34.7
22.7
26.7
16
00
5
10
15
20
25
30
35
Yes and very important Not used but intend totest in 2010
Yes but not important Not used and don'tintend to
Don't know what this is
%
UGC (i.e. for a competition)
37.3
28
16 16
2.70
5
10
15
20
25
30
35
40
Yes and very important Not used but intend totest in 2010
Yes but not important Not used and don'tintend to
Don't know what this is
%
Crowdsourcing ideas
12
29.3
9.3
22.7
26.7
0
5
10
15
20
25
30
Yes and very important Not used but intend totest in 2010
Yes but not important Not used and don'tintend to
Don't know what this is
%
What do you use social media for?
77.3
74.7
60
46.7
36
29.3
6.70
10
20
30
40
50
60
70
80
Driveawareness andconsideration
Driveengagement
and advocacy
Researchpurposes
Drive sales Customersatisfaction
and retention
Inform productdevelopment
Other
%
• Social discovery
• Inbound editorial citation development
• To establish industry expertise
• Recruitment
• Share non-sales information with customers
What do you use social media for? Other, open responses…
• Lack of initiative • Doesn’t suit us• Costs and company attitude• No strategy• No one person internally who understands it• Still trying to get the digital basics right
What were your main reasons for not using social media? Open responses…
“We are trying to work out its role in FMCG. It’s only useful if there is something to talk about and quite often
with FMCG brands there is not much to talk about. Unless you create it…
What do you think are the main challenges for the social media industry?
74.1
64.2
56.8
25.9
8.6
12.3
0
10
20
30
40
50
60
70
80
Proving ROI Measurement Education of howbest to use it
Potential negativeimpact on brand
Availability ofcase studies
Other
%
• Challenges? I see it has great potential! • Addressing client ‘fear’• Gaining buy-in• Distinction between paid-for and earned• Responding to such a large audience• Time/resources within clients to manage
What do you think are the main challenges for the social media industry? Other, open responses…
What kind of social media research would help you do your job better?
72.872.8
44.4 44.4
3.7 4.90
10
20
30
40
50
60
70
80
ROI Effectiveness ofdifferent types of
social media
How social mediacompares with
trad media
Consumer insights Other I do no thinksocial media
research wouldhelp me do my
job better
%
Approximate % of digital marketing budget spent on social media year-on-year…
0
10
20
30
40
50
60
0% 1-5% 6-10% 11-20% 21-30% 31-40% 41-50%
2009
2010%
Digital marketing budget allocation
For more information contact [email protected]
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