benchmarking social media for agencies
TRANSCRIPT
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• This presentation enables marketing agencies to benchmark their social media activity against those of their peers
• Findings based on 251 interviews with B2B marketing agency professionals conducted in June/July 2011
• The survey was conducted by B2B research specialists Circle Research on behalf of B2B Marketing magazine
Vital Statistics
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To what extent does your organisation have a social media strategy?
Base: All agency respondents (251)
Clearly defined strategy
32%
General policies on use but nothing specific
47%
Just ad hoc activ-ity
21%
Don't know1%
4
I don’t know 3%
6%
31%
42%
45%
45%
51%
52%
66%
Other
Which of the following did your organisation use to develop its approach to social media?
Base: All agency respondents with a social media strategy (197)
Comparison of different social media tools
Gut feel
Competitor research
Internal and agency brainstorming
Research into target audience behaviour
Research into target audience attitudes
Research to identify key opinion formers
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Below is a list of potential reasons to use social media as a marketing tool. Which three would you say are the most important objectives for your organisation?
Other
Improve investor relations
Aid product development
Improve channel partner relations
Enhance customer service
Deepen understanding of target market
Drive sales
Reinforce brand positioning
Increase search engine visibility
Build customer relationships
Strengthen thought leadership position
Generate/nurture leads
Raise brand awareness
3%
5%
5%
13%
10%
11%
9%
18%
20%
4%
4%
10%
8%
14%
12%
11%
16%
14%
3%
8%
6%
5%
17%
21%
13%
24%
1st priority 2nd priority 3rd priority
Total
58%
47%
41%
40%
29%
27%
23%
12%
8%
4%
3%
0%
6%
Base: All agency respondents (251)
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When planning your social media activity, do you consider how it will impact on SEO?
Base: All agency respondents (251)
A key considera-tion33%
Something that's considered, but not key
46%
Aware of the impact, but doesn't affect
planning 14%
Don't even consider it5%
Don't know2%
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13%
15%
56%
15%
5%
8%
50%
37%
Middle management
16%
10%
44%
30% Very effective
Quite effective
Not very effective
Not at all effective
Not sure16%
21%
48%
11%
In your experience, to what extent is social media effective in targeting these audiences?
Base: Agency respondents who target: C-suite execs (107); senior management (184); middle management (158); media contacts (102); external analysts (50). Net score calculated by subtracting negative from positive scores
14%
6%
27%
44%
9%
C-suite execs Senior management
External analysts
Media contacts
NET: 21% 36% 55% 64%79%
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Do you have a specific budget for social media?
Yes20%
No76%
Don't know 4%
Base: All agency respondents (251)
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Budget vs. time allocated to social media
Base: All agency respondents who responded to the question (216/233)
0% 1-4% 5-9% 10-14% 15-19% 20-29% 30-39% 40-49% 50-59% 60-69% 70-79% 80-100%
15%
28%
15%14%
8%
6%5%
2%3% 3%
1%
13%
15% 15% 15%16%
7%6% 6%
3% 3%2%
Budget
Time
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As a percentage of total marketing spend, do you expect your spend on social media to increase or decrease over the next 12 months?
Base: All agency respondents who knew whether their organisation had a specific budget (240)
Increase signif-icantly22%
Increase slightly 50%
Stay the same 25%
Don't know; 3%Decrease slightly; 0%Decrease significantly; 0%
11
Do you expect the amount of time your organisation spends on social media to increase or decrease over the next 12 months?
Base: All agency respondents who knew how much time they dedicated to social media (233)
Increase signif-icantly 25%
Increase slightly 52%
Stay the same 23%
Decrease slightly; 0%Decrease significantly; 0%
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11%
21%
68%
5%
95%
Which of the following social media techniques are you currently using?
11%
28%
61%
52%
23%
25%
Currently use
Plan to use
No plans to use
Company activity on social networks
Company blog Online PRProprietary online
community
Base: All agency respondents (251)
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What’s the extent of your organisation’s presence on the following social networks?
Base: All agency respondents whose organisations currently use social networks (238)
76%
84%
67%
53%
24%
6% 6%
13%
20%
46%
35% 33%
17%19%
16%12%
18% 19%
5% 5%
17%
36%
58%
79%84%
71%
63%
Company page
Designated individual
No presence
Industry specific community
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In your opinion, which three social networks are most useful to your organisation at present and which three do you think will be most useful in 12 months time?
13%
8%
3%
5%
22%
18%
42%
37%
64%
63%
5%
1%
2%
3%
11%
14%
28%
54%
83%
88%
Most useful at presentMost useful in 12 months
Industry specific community
I don’t know
Base: All agency respondents whose organisations currently use social networks (238)
15
On average, how many times a month does your organisation or designated individual/s representing your organisation tweet?
Base: All agency respondents with a Twitter account (182). Excludes don’t knows
15 or fewer
30 or fewer
45 or fewer
60 or fewer
75 or fewer
90 or fewer
120 or fewer
150 or fewer
180 or fewer
240 or fewer
300 or fewer
>300
30%
59%65%
77% 79% 81%
89% 91% 92%96% 98% 100%
Tweets per month
Mean = 6250%
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On average, how many times a month does your organisation or designated individual/s representing your organisation blog per month?
Base: All agency respondents with company blogs (157). Excludes don’t knows
2 or fewer
4 or fewer
6 or fewer
8 or fewer
10 or fewer
15 or fewer
20 or fewer
25 or fewer
50 or fewer
>50
26%
55%
69%76%
83%88%
93% 93%97%
100%
Blogs per month
Mean = 850%
17
On average, how many times a year does your organisation or designated individual/s representing your organisation post videos on its YouTube account
Base: All agency respondents with YouTube accounts (114). Excludes don’t knows
0 2 or fewer
4 or fewer
6 or fewer
8 or fewer
10 or fewer
15 or fewer
20 or fewer
25 or fewer
50 or fewer
>50
9%
32%
46%
61% 63%70%
82%89% 91%
96%100%
YouTube videos per month
Mean = 1450%
18
Which social networks have you bought promotional services (such as advertising) from in the past 12 months?
Base: All agency respondents whose organisations currently use social networks (238)
58%
0%
0%
0%
1%
3%
4%
5%
22%
31%
Industry specific community
None
19
Below are some measurements of social media engagement. Please indicate how many people follow your organisation’s Twitter account
125 or fewer
250 or fewer
500 or fewer
750 or fewer
1000 or fewer
1500 or fewer
2000 or fewer
2500 or fewer
5000 or fewer
7500 or fewer
>7500
25%
45%
62%
71%
80%84%
89% 91%95% 95%
100%
Twitter followers
Mean = 1550
50%
Base: All agency respondents with a company Twitter account (167). Excludes don’t knows
20
Below are some measurements of social media engagement. Please indicate how many people subscribe to your company blog
0 25 or fewer
50 or fewer
75 or fewer
100 or fewer
125 or fewer
250 or fewer
500 or fewer
1000 or fewer
2000 or fewer
>2000
6%
29%
42%46%
58%63%
69%
79%
88% 90%
100%
Blog subscribers
Mean = 92250%
Base: All agency respondents with a company blog (52). Excludes don’t knows
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Do you currently use social media to generate leads?
Yes69%
No26%
Don't know 4%
Base: All agency respondents (251)