connector social media pres long version
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Social Media Marketing Research
Conor SkinnaderMBS in Marketing (DCU)
@conskinnhttp://ie.linkedin.com/in/conorskinnaderhttp://www.worky.com/conor-skinnader
Projected Online Ad Spend
US Online ad spend from 2003 onwards ($bn)
Consumer Marketing Report, 2009
Global Traffic
The Nielsen Company, 2010
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
• 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
Benefits of Social Media Marketing (2009)
Social Media Marketing Industry Report, 2009
Social Media Marketing Industry Report, 2010
Benefits of Social Media Marketing (2010)
Social Media Marketing Industry Report, 2009
Commonly used social media tools (2009)
Social Media Marketing Industry Report, 2010
Commonly used social media tools (2010)
• B2B companies are managing more profiles except on Facebook and MySpace
Business.com, 2009, B2B Social Media Benchmarking Study
LinkedIn Groups
LinkedIn Companies
Youtube
MySpace
FriendFeed
Plurk
Other
Social Media: B2B vs B2C
Most beneficial Q&A Sites
Business.com, 2009, B2B Social Media Benchmarking Study
LinkedIn Answers
Yahoo Answers
WikiAnswers
Answers.com
Can it help close business?
Experience Time Invested
Social Media Marketing Industry Report, 2010
Sales and Leads
State of Inbound Marketing Report -http://bit.ly/aewfHr
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
% of budget allocated to Digital
Datran Media Survey, 2010
Budget Projections
Datran Media Survey, 2010
Utilisation of Digital Marketing
Datran Media Survey, 2010
Elements of Online Strategy
Datran Media Survey, 2010
Campaign Optimisation
Datran Media Survey, 2010
The Nielsen Company, 2009
Spend on Social Networks by Industry
Shifting of Funds
Society of Digital Agencies (SODA), 2010
Society of Digital Agencies (SODA), 2010
Change in Marketing Investment
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
2010 Priorities
Society of Digital Agencies (SODA), 2010
Trust in various forms of Advertising
The Nielsen Company, 2009
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
Facebook Referrals
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
• 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
• 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
• 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)
Questions??