U.S. spending on social media marketing in 2014.1
Marketing execs expect to dedicate 13.2% of their budgets to social media in 2015.2
90% of online specialty retailers in the U.S. use Pinterest.
84% of U.S. luxury brands use Pinterest for marketing purposes.
89 of the BrandZ Top 100 Most Valuable Global Brands in 2013 had already designed and launched at least one app.7
42% of North American B2C content marketers say they are using mobile apps.4
More than 50% of companies surveyed plan to deploy 10 or more enterprise mobile apps by 2018.8
Only 22% of U.S. small businesses have a mobile solution or app.
66% of companies have a dedicated social media team.3
North American B2C organizations report using an average of 7 social media platforms each.4
THE MOST POPULAR PLATORMS AMONG
COMPANIES ARE DEDICATING SIGNIFICANT RESOURCES TO SOCIAL MEDIA MARKETING
LINKING SOCIAL MEDIA CAMPAIGNS TO SALES/CLIENTS/REVENUE
INTERPRETING AND ACTING ON THE DATA GENERATED BY THEIR SOCIAL MEDIA CAMPAIGNS
SOCIAL MEDIA MARKETING
$7.52 BILLION 13.2% 66% 7 PLATFORMS
B2C marketers5
B2B marketers5
PINTEREST IS EVEN MORE POPULAR WITH CERTAIN BUSINESSES6
SMALL COMPANIES HAVE BEEN SLOWER TO EMBRACE MOBILE APPS.9
96% 77% 55% 55% 61% 39% 26% 55% 53% 49% 42% 88% 83% 88%
WHY NOT?
50% of the small businesses without an app said it’s because
they don’t know how to build one.
45% said they haven’t developed an app because they lack the time or
money.
5% attributed their company’s lack of an app to concern about a mobile app’s risks.
Nearly half of top marketers have been unable to demonstrate social media spending’s effect on their businesses.11
Only 15% of marketing officers have been able to demonstrate social media’s quantitative effect on their businesses.11
60% of social media practitioners cite “measuring ROI” as one of the top three most challenging aspects of their social media campaigns.12
54% of B2B marketers have generated leads from social media.
When people follow a brand on Twitter, 72% are more likely to make a future purchase from that brand.
For online merchants, the average order value influenced by social media in 2014 was $143.46.
Only 41% of organizations agree that their company is fully capitalizing on the data that social media provides.13
50% of social media practitioners identify “tying social activities to business outcomes” as one of the top three most challenging aspects of their social media campaigns.12
Presented by the Editors of Socially Aware Blog
BIGBRANDS
ARE PROMOTING THEMSELVES, THEIR GOODS OR THEIR SERVICES BY CREATING MOBILE APPS.
WHILE MANY COMPANIES STILL BLOG, THE PRACTICE IS BECOMING LESS POPULAR.4
67% of North American B2C companies are blogging these days, versus 72% last year.
ACCORDING TO ADWEEK, THE FOLLOWING BRANDS ARE AT THE TOP OF THE SOCIAL MEDIA GAME10
POPULAR BRANDS
Best on Twitter
#PutACanOnIt Best user of a
hashtag
Red Bull’s
GoPro & Expedia
Best on Instagram
Un Illustre Inconnu
Wells Fargo
Lowe’sJetsetter
Best on Facebook
Best on Vine
Best on LinkedIn
Best on Pinterest
NBA
WHEN CONSUMERS DO ENGAGE, BRANDS DON’T DO A PARTICULARLY GOOD JOB OF RESPONDING
THE CHALLENGE
EVIDENCE THAT SOCIAL MEDIA MARKETING DOES WORK15
SOCIAL MEDIA AD SPENDING
83% of retailers are ignoring their customers’ questions, while the rest are making people wait an average of 12 hours to get a response.16
90% of enterprises use social media to respond to customer service inquiries – yet 58% of consumers who have tweeted about a bad experience never received a response from the offending company.15
$16.10 billion on social network advertising (over 45% increase from 2013)18
U.S. B2B marketers alone are projected to spend more than $100 billion on social media advertising by 2017.15
Researchers expect the amount marketers spend on digital advertising to catch up to the amount they spend on television advertising by 2018.19
Research shows that 70% of the time that the biggest brands spend on Twitter consists of mere broadcasting without engagement.16
When companies do respond, the average response times of brands on Twitter to user comments or complaints is nine hours.15
9hrs
2014 20172014 2018
$173.7 B
$137.53 B
$100 B
Digital Markeing17
Digital Marketing
TV Advertising18
Social Media
The information provided herein does not constitute legal advice, and should not be acted upon; always obtain specific legal advice based on particular situations. The views expressed herein shall not be attributed to Morrison & Foerster, its attorneys or clients.
Courtesy of Socially Aware, the social media law update. Our blog is located at www.sociallyawareblog.com. You can also follow us on Twitter @MoFoSocMedia. For a free subscription to our newsletter, please visit www.mofo.com/sociallyaware.
Thanks to John Delaney, Janine Sagar and Eunice Lee for their work creating this infographic.
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Best Customer Service#NOTWEETLEFTBEHIND
Approach to Social Engagement and ING Bank Orange Support
CBC
Facebook is the exception; interaction with brands’ fans increased from 0.07% to 0.2% from 2014 to 2015.
DESPITE BRANDS’ INCREASED USE OF SOCIAL MEDIA, ENGAGEMENT IS DECLINING14
The percentage of followers interacting with a brand on Instagram fell from 4.2% in 2014 to 2.2% in 2015.
On Pinterest, interactions fell from 0.1% to 0.04% from 2014 to 2015.
1. http://www.statista.com/statistics/259379/social-media-platforms-used-by-marketers-worldwide2. http://www.forbes.com/sites/christinemoorman/2014/09/03/tweet-this-social-media-important-to-company-performance-but-difficult-to-prove/3. http://www.adweek.com/news/technology/70-marketers-will-spend-more-social-media-ads-year-1622914. http://contentmarketinginstitute.com/wp-content/uploads/2014/10/2015_B2C_Research.pdf5. http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2015.pdf6. http://www.go-gulf.ae/blog/businesses-social-media/7. http://mobilemarketingmagazine.com/secrets-of-success-for-branded-apps/#u20TI8CGYwvGSCJk.998. http://www.kony.com/resources/press-releases/new-enterprise-mobility-study-reveals-it-struggles-deliver-strong-demand#ixzz3e1MUVI9w9. http://www.emarketer.com/Article/How-Much-Longer-Until-Small-Businesses-Join-Mobile-World/1012237#sthash.jjKqM99X.dpuf10. http://www.adweek.com/news/advertising-branding/check-out-2015s-shorty-award-winners-best-use-social-media-apps-and-video-16362711. http://blogs.wsj.com/cmo/2014/09/03/social-media-spending-is-on-the-rise-but-impact-is-hard-to-measure/12. http://get.simplymeasured.com/rs/801-IXO-022/images/2015SocialMarketingTrendsReportTrustRadius.pdf13. http://blog.hootsuite.com/wp-content/uploads/2014/10/Social-Business-Benchmark.jpg14. http://fortune.com/2015/08/25/social-media-brands-ignore/15. http://www.ironpaper.com/webintel/articles/social-media-marketing-statistics-2015/#.VjhAJf6FOt816. http://venturebeat.com/2015/11/04/810-retailers-will-snub-you-on-social-media-report-says/17. http://www.emarketer.com/Article/Digital-Ad-Spending-Worldwide-Hit-3613753-Billion-2014/101073618. https://www.cmocouncil.org/facts-stats-categories.php?view=all&category=marketing-spend19. http://www.digitalstrategyconsulting.com/intelligence/2014/06/global_ad_trends_digital_to_account_for_third_of_all_revenue_by_2018.php
Sources:
©2015 Morrison & Foerster LLP