productive social-marketing
TRANSCRIPT
It’s noisy, it’s subject to fads,
and it’s insanely popular Yes, social media is here to stay. With Facebook engaging more than 800 million monthly active
users worldwide and earning more than 3 billion dollars in annual ad revenue, there‟s no doubt that
social media infiltrates our lives and affects our behavior.
But can it boost your company‟s bottom line? The insight presented here examines the impact of
social media and its potential to drive more than mere awareness.
In this presentation, you’ll discover:
• Who‟s likely to buy from social media sites
• How marketers are using social today
• What you need to do to master social marketing
With this compilation of the industry‟s latest data and insights, you‟ll get the information you need to
take social media to the next level - and to seize new opportunities for marketing success.
Enjoy!
The Adobe Digital Marketing Team
DATA INSIGHTS SPONSORED BY
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This presentation is part of MarketingCharts‟ Data Insights series featuring trends, data and research. This
collection brings together months of surveys, reports and insights released by research and marketing
organizations.
Putting the marketing in
Social media marketing
3 SPONSORED BY
Is social media a marketing treadmill?
4 SPONSORED BY
Yes, social media is a busy, noisy environment…
36% of tweets “worth
reading” are gobbled
by boring majority Carnegie Mellon University, Jan. 2012
13%
37% 35%
Ads Very/somewhat usefulAds Not very/not usefulDo not use any social mediasites
while a solid majority of Americans
either don‟t use social media or don‟t
find ads in social media too useful Epsilon, Dec. 2011
5 SPONSORED BY
…subject to fads and fashions.
0%
5%
10%
15%
20%
25%
30%
Dec-11 Jan-12 All of a sudden you
keep hearing about
Pinterest Meanwhile where are Bebo, MySpace,
Digg, Second Life, Slashdot,
Friendster, and countless other social
networks and online communities
whose heyday came and went?
Shareholic, Jan. 2012
Referral traffic by source
6 SPONSORED BY
And it is “free” only if you don‟t account for time spent.
0%
5%
10%
15%
20%
25%
63% of community
managers spend more
than 30 hours a week on their community, with a plurality
spending 41-50 hours (26%). In other
words, management of corporate
social media has become a full-time
job in many marketing departments.
Social Fresh, Jan. 2012
Most time-consuming task for community managers
7 SPONSORED BY
Account proliferation contributes to overload…
39.2
31.9
29.9
28.8
23.4
9.4
6.3
5.3
0.3
0.3
Blog
Forum/Message board/Communities
YouTube
Foursquare
Allothers
Flickr
Gowalla
Number of corporate-owned social media accounts
Companies with
1,000+ employees
have an average of
178 social media
accounts, only 48% have a coordinated
approach to social media
deployments across the company
Altimeter Group, Jan. 2012
8 SPONSORED BY
…and resources can be a challenge.
77%
58%
42%
37% 34% 33%
31%
22%
Lack of sufficientresources
MeasuringROI
Managing andgrowing social
presence
Integratingsocial with
lead gen andsales
Integratingsocial with
rest ofmarketing
Monitoring socialmedia
Managingpublishing ofsocial content
across platforms
Social mediatraining
77% of marketers feel they lack resources A majority also struggle to measure ROI… which usually doesn‟t help getting more resources!
Awareness, Dec. 2011
Top social marketing challenge
9 SPONSORED BY
Yet… can you argue with success?
0%
10%
20%
30%
40%
50%
60%
0M
100M
200M
300M
400M
500M
600M
700M
800M
900M
Ma
r-0
9
Apr-
09
Ma
y-0
9
Jun-0
9
Jul-0
9
Aug-0
9
Sep-0
9
Oct-
09
No
v-0
9
De
c-0
9
Jan-1
0
Feb
-10
Ma
r-1
0
Apr-
10
Ma
y-1
0
Jun-1
0
Jul-1
0
Aug-1
0
Sep-1
0
Oct-
10
No
v-1
0
De
c-1
0
Jan-1
1
Feb
-11
Ma
r-1
1
Apr-
11
Ma
y-1
1
Jun-1
1
Jul-1
1
Aug-1
1
Sep-1
1
Oct-
11
No
v-1
1
De
c-1
1
MAUs DAUs Daily/Monthly
Facebook going towards 1 billion
monthly active users (MAUs) worldwide An unprecedented scale, with a daily use rate (DAUs as a %age of MAUs) sustained above 50% of total users
Company SEC filing, Feb. 2012
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Facebook and Youtube have emerged as
behemoths that cannot be ignored.
0% 10% 20% 30% 40% 50% 60% 70%
myYearbook
Google+
MySpace
Tagged
Yahoo! Answers
YouTube
US market share of visits, January 2012
The two market leaders
dwarf everyone else with
an undeniable critical
mass in terms of time
spent by users
Experian Hitwise, Feb. 2012
11 SPONSORED BY
Social media does affect behavior
12 SPONSORED BY
Social recommendation improves media perception
57%
65%
12%
7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Browsing Via Recommendation
Enjoyed video Did not enjoy
14% uplift in enjoyment
of recommended video and 41% decrease in the proportion of
people who didn‟t like the video.
Decipher/Unruly Media, Feb. 2012
See also Trendrr.TV analysis and
Hollywood Reporter / Penn Schoen
Berland survey, March 2012
Impact of social recommendation on video perception
13 SPONSORED BY
Social login contributes to website stickiness
Users logged in via a
social plugin stay more
than twice as long as visitors that don‟t log in at all. They
stay 12 minutes on average, which
beats standard login visits too.
Gigya, Jan. 2012
12
8
5
-
2
4
6
8
10
12
14
Social login Standard login Not logged in
Website session length in minutes
14 SPONSORED BY
Social sharing increases email click-through
2.6%
5.0% 5.4%
9.6%
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
CTR without sharing CTR with Twitter CTR with Facebook CTR with LinkedIn
CTR with or without social sharing
Email CTR twice
higher or more thanks to social sharing buttons
GetResponse, Jan. 2012
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Social networks are used to find local businesses
4%
7%
9%
15%
0%
2%
4%
6%
8%
10%
12%
14%
16%
2008 2009 2010 2011
Social Network Local Business Search Usage
(% of respondents citing social media as primary and secondary source)
In 4 years the role of
social networks moved
from anecdotal to
nontrivial in helping
people find information
about local businesses
Localeze/15miles/comScore, Feb.
2012
16 SPONSORED BY
Social can drive sales
but faces perception challenges
17 SPONSORED BY
Women‟s influence on purchasing decisions
expands through social networks
73% of young adult women
describe themselves as
influential information sources
Ipsos Mendelsohn / Fleishman Hillard /Hearst, Jan.
2012
Women’s marketplace influence self-assessment
Millenials Xers Boomers Seniors
I am an influential information source 73% 53% 51% 44%
I regularly influence friends and family to buy or not to buy a
particular product or service 69% 49% 41% 27%
Using social network sites has made it easier for me to decide
on what to buy 61% 46% 36% 29%
Using social network sites to share my shopping and product
experiences make me feel more empowered 51% 33% 19% 9%
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Online orders via social media are larger on average
average
across digital
channels
Average order size by digital channel
Social media appears to
drive less bargain-
seeking “transactional”
shoppers than other
digital channels
ClearSaleing, Feb. 2012
$- $100 $200 $300
Social Media
Display
Paid Search
Comparison Shopping
Natural Search
Affiliates
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Social sharing can trickle down to orders
All shoppers (100%)
Read friend comments (62%)
Click through to retailer (47%)
Purchase product (25%)
53%
75%
62%
% of online shoppers who are also Facebook users
A quarter of online
shoppers, who shop
at least quarterly
online and login to
their Facebook
account at least
monthly, have made a
purchase based on a
social
recommendation
Sociable Labs, March 2012
20 SPONSORED BY
Social media barely registers for holiday deal seekers
24%
5%
1%
1%
3%
5%
9%
13%
15%
24%
0% 5% 10% 15% 20% 25%
No preferred method
Other
RSS feeds
Online flyers
Talking with friends and family
Email newsletters
Companies' websites Facebook and Twitter
way behind other online
and offline ways to
share good holiday
deals
Crowd Science, Jan. 2012
Favorite way to find holiday shopping deals
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Younger people trust online reviews more…
51% of millenials say
user-generated content
on a company website
most likely to influence
their opinion when
making a purchase
BazaarVoice survey, Jan. 2012
Recommendations as Purchase Influencers
49% 51%
66%
34%
From friends and family From online content reviews
Millenials Boomers
22 SPONSORED BY
…but personalization and privacy expectations
are less often met while shopping on Facebook…
Shopping
personalization more
than twice as likely to be
found lacking on
Facebook 21% also found their privacy
expectations were not met.
Baynote survey, Jan. 2012
Personalized shopping experience
24%
22.9%
18.5%
23%
69.3%
61.4%
64.7%
61.5%
6.6%
15.7%
16.8%
15.5%
On e-commercesite
On Facebook
On smartphone
On tablet
Exceeded expectations Met expectations
23 SPONSORED BY
…and direct shopping on Facebook is a mixed picture.
34%
32%
15%
10% 9%
0%
5%
10%
15%
20%
25%
30%
35%
would neverpurchase
Do no useFacebook
Did not knowpossible
Wouldpurchase
Havepurchased
Only 19% have or would
shop on Facebook Less than the proportion of people saying
they wouldn‟t ever. But a plurality of
people polled either didn‟t use Facebook
or didn‟t know they could make
purchases there.
Oracle, Dec. 2011
Product purchase intent via retailer’s FB page
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Social commerce trust skews towards
young, male, more affluent.
35% 38% 40% 49% 49% 50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
54+ $35K- Female 18-54 Male $35K+
More likely Less likely
Majority of females and
people of age 54+ are less likely to be comfortable giving
their credit card information to a known
brand through a secure payment process
on a social media site.
Digitas/Harris Interactive, Feb. 2012
Likelihood of giving credit card information
25 SPONSORED BY
Trust and privacy concerns
limit what people are willing to share.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Men Women Men Women Men Women Men Women Men Women
Name Email address Phone number Physical address Location
Yes Probably not Definitely not
For all the talk about
online over-sharing, real world concerns still affect what
people are willing to share online.
Women tend to keep to themselves data
that could be used to find them.
uSamp, Feb. 2012
Are you willing to share…
26 SPONSORED BY
Social media advertising: more data
needed to understand momentum
27 SPONSORED BY
Facebook now generating $3B+ in ad revenue per year
$151M $269M
$764M
$1,868M
$3,154M
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
200%
$0.0B
$0.5B
$1.0B
$1.5B
$2.0B
$2.5B
$3.0B
$3.5B
2007 2008 2009 2010 2011
Growth rate Ad revenue ($M)
Facebook‟s 2011 ad
revenue is equivalent to
Google‟s in 2004
Meanwhile, LinkedIn and Twitter‟s 2011
ad revenue were at around $155M and
$140M respectively.
Company SEC filings, Feb. 2012
Facebook had a 28%
market share of the US online display ad market in
2011
Comscore, Feb. 2012
Facebook’s ad revenue ($M) and growth rate (%)
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Facebook ahead of PPC/SEM among small businesses
25% 24%
23%
18%
12% 11%
Printnewspaper
Direct mail Facebook ads PPC & SEM Group deals Onlinenewspaper
Facebook advertising
used by almost one in
four small businesses
MerchantCircle, Dec. 2011
Small business marketing channel use
29 SPONSORED BY
While Google is promoting Google+ aggressively
How many people really
adopt and use Google+ and how Google continues to integrate it
with both Adwords and organic search
results could have a major impact on
both SEO and SEM practices and
spending.
Google hasn‟t released numbers for
daily/monthly G+ active users so a fair
comparison with other networks is hard
to make.
(Rough) estimate of G+ users: Paul Allen
with a few datapoints from Google;
MarketingCharts filling in the gaps
Google+ global registered users (millions)
0
20
40
60
80
100
120
140
160
180
Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12
30 SPONSORED BY
But people are ambivalent about personalized search
16%
39%
45%
Yes
Yes, but I do have someconcerns about privacy
No, I think everyoneshould see the sameresults when searchingthe same keyword
Do you like the idea of personalizing search results
based on past searches and info from your social
networking sites?
A strong minority doesn‟t
like the idea of
personalized web
search and its supporters seem rather
lukewarm. If there‟s strong user
pushback then Google will have another
failed social platform in its track record.
Ask Your Target Market, Jan. 2012
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A lot of data is missing on social advertising,
monetization, and genuine active use
There is a lot of data that companies such as
Facebook, Google or Twitter are not sharing:
- How many advertisers does Facebook have?
- How many people really use Google+ on a
daily basis?
- What is the proportion of all these social
media accounts that might be duplicates,
fakes, empty shells, or otherwise worthless?
- Are people sticking to any social network for
more than just a few years?
The social media momentum is real but all
datapoints should not be taken at face value
and marketers need to do their homework in
their specific market.
32 SPONSORED BY
The state of social media marketing
practices: peer benchmarking
33 SPONSORED BY
Even blue-chip industries like banking
have ramped up their social media presence.
76%
47%
41%
39%
31%
29%
25%
24%
15%
7%
4%
14%
Internet websites
SocNet pages and postings
Online or mobilevideo segments
Print magazines
Online communities and affinity groups
Digital signageand point-of-service
Digital media formats (mobile, tablets, eReaders)
eMagazines (dynamic publishing systems)
DVD products
Infomercials
IP-TV programs
Other
Almost half of bank
marketers use social
media to deliver
branded marketing
content and close to 40% use social media
analytics and conversation monitoring
CMO Council, December 2011
Marketing channels used by banks for their content
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Marketers are excited by social media engagement
Most exciting digital marketing opportunities (Total > 100% because respondents were asked their top 3)
Social media
engagement tops the list of digital marketing initiatives that
gets marketing professionals excited.
39% also make it a top priority.
Adobe / Econsultancy, Feb. 2012
See also Pointroll/Kelton Research
survey, March 2012
2%
6%
11%
18%
19%
23%
24%
27%
31%
37%
38%
54%
0% 20% 40% 60%
Sponsored tweets
Gamification
Marketing automation
Content marketing
Social media analytics
Joining up online and offline data
Video marketing
Brand building / viral marketing
Conversion rate optimization
Content optimization
Mobile optimization
Social media engagement
35 SPONSORED BY
They think it‟s a source of success, competitive
advantage, and even survival
13
13
16
28
17
26
42
36
39
18
35
20
Social media
enables businesses
to be more
successful
Companies can gaincompetitive
advantage byleveraging social
media
Companies that
don't fully embrace
social media will not
survive
Strongly disagree Disagree Agree Strongly agree
% of senior marketers
A majority of senior
marketers think
businesses must
embrace social media
Facebook / Forrester, March 2012
36 SPONSORED BY
They use social sites to listen & engage…
55%
55%
47%
25%
20%
20%
14%
14%
5%
11%
Improved customer listening,engagement and conversations
Opened new avenues togather and further market insights
Increased the complexity ofmarketing,…
Opened opportunities to survey,test and research products/services
Improved customer intelligence
New efficiencies / effectiveness in our go-to-market programs
Increased headcount to add talent to manage social media
Reduced advertising/media spend
Lowered cost ofcustomer service
Other
Social Media Impact on Marketing Operations
More than half of
marketers have
improved how they
interact with customers
and gather market
insights
CMO Council, Dec. 2011
37 SPONSORED BY
…and collect valuable data.
2.5
2.6
2.8
2.8
2.9
3.0
3.0
3.1
3.3
3.4
3.7
0 1 2 3 4
List brokers and managers
Data exchanges
Publisher registration data
Offline audience measurement platforms(e.g. Nielsen, IRI)
Online ad networks / exchanges
Commercial data compilers (focused onoffline data)
Data originators (e.g. survey / marketresearch)
Search engines
Social media and/or mobile applications
Web analytics providers
Prior marketing campaigns (e.g. forremarketing)
average = 3.0
To what extent is your company realizing value
from the utilization of third-party marketing data?
Social media comes
third among third-party
data sources ranked by
value
Winterberry Group, Jan. 2012
38 SPONSORED BY
CRM with a social layer lifts sales productivity
7%
15%
19%
21%
16%
21%
0% 1-5% 5-10% 10-15% 15-20% >20%
Improved Sales Productivity from Social CRM
(% of respondents)
More than half of social-
enabled CRM saw a
10%+ rise in productivity
Nucleus Research, March 2012
39 SPONSORED BY
But practitioners lack standard ROI metrics,
Measuring ROI on Social Media Campaigns
Fewer marketers tie
social media marketing
to sales/revenue though their number is growing
Wildfire, Jan. 2012
38%
24%
15%
Increased fans, likes,comments, interactions
Increased revenue Increased brand awareness
40 SPONSORED BY
…tend to focus on “soft” goals…
Benefits of Social Media Campaigns
Brand awareness
growth & customer
engagement dominate
expectations
Wildfire, Jan. 2012
See also Social Media Examiner, April
2012
88% 85%
58%
41%
Grow brandawareness
Engage in dialogue Increase sales andpartnerships
Reduce costs
41 SPONSORED BY
…such as awareness and reach.
2%
3%
11%
14%
19%
36%
44%
48%
64%
0% 10% 20% 30% 40% 50% 60% 70%
Other
I don't see any value
Not sure/still trying to figure that out
Driving revenue
B2B lead generation
New customer acquisition
Expanding reach to new audience
Building customer loyalty and retention
Awareness building
Primary value of social media as a marketing channel (total above 100% because multiple answers were allowed)
Low expectations for
lead gen and
revenue generation
StrongMail/Zoomerang, Dec. 2011
42 SPONSORED BY
Is a Facebook „Like‟ an actionable marketing event?
31%
30%
30%
22%
22%
21%
10%
10%
7%
7%
4%
4%
15%
Engage in futher conversationwith the customer
Foster more community conversations to spark ongoing engagement
Allow organic conversations, no censorship or editing
Deliver special offers, discounts,or deals exclusive to fans
Deliver more targeted,individualized messaging
Not sure how to respond,but we have a lot of "likes"
Deliver more advertisingto a more captive audience
Provide enhanced service and support
Promote perks, privileges or benefit
Reward power-posters andbuild advocacy among brand champions
Work to provide fasterhandling and better customer care
Develop new productsor innovations
Other
For most
organizations what
to do after a
Facebook „Like‟
remains rather fuzzy
and informal
CMO Council, Dec. 2011
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The relationship between email and social is uncertain…
36%
45%
1%
19%
39%
51%
1%
9%
Complementary channels Separate channels Conflicting channels We don't do social media
2011 2012
Marketers are split
on whether email
and social are
complementary or
separate channels
Adestra & Econsultancy, March
2012
44 SPONSORED BY
… and many miss easy integration opportunities…
42%
44%
52%
52%
58%
71%
76%
79%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Do you run a Facebook page with a newsletter sign-up form?
Do you collect contacts offline (tradeshows, stores…)?
Do you have a newsletter sign-up form included at your blog?
Do you use incentives to encourage subscriptions?
Is your web form on your homepage and above the fold?
Do you send confirmation emails to your new subscribers?
Do you tell your subscribers specifically what they will receive?
Do you use sign-up forms to grow your lists?
A majority of small and medium
business don‟t collect email
subscriptions from FB page
GetResponse, Feb. 2012
45 SPONSORED BY
…though they intend to correct that.
8%
14%
17%
44%
68%
0% 10% 20% 30% 40% 50% 60% 70%
Other
Display
Search
Mobile
Social media marketing Social tops integration
initiatives planned by
email marketers for
2012
StrongMail/Zoomerang, Dec. 2011
Channels planned for integration with email
46 SPONSORED BY
A majority will still focus on “feeding the beast” in 2012…
70%
59%
50%
45%
33%
6%
Increasedpresence across
social media
platforms
Increasedfrequency of
content
publishing
More robustsocial marketing
management
More robustsocial media
monitoring
More socialmedia presence
Other
More volume in a
universe of ever-
expanding online
content is what many marketing professionals
planned for 2012, such as adding a
Google+ presence.
Awareness, Dec. 2011
Simply Measured, Feb. 2012
Top Corporate Social Marketing Investment Areas in 2012
47 SPONSORED BY
…which means being all over the place.
76
72
69
68
67
66
38
34
31
23
12
14
23
23
18
11
23
21
24
22
19
13
1
2
1
2
1
1
1
2
2
1
3
33
4
7
12
21
11
40
40
45
57
72
YouTube/video
Blogs
Google+
Photo sharingsites
Forums
Socialbookmarking
Geo-location
Daily deals
Increase Stay the same Decrease No plans to utilize
Future social media activities (% of marketers)
A solid majority of
marketers plans to
increase activity
across half a dozen
platforms.
Social Media Examiner, April 2012
48 SPONSORED BY
But they will have to face questions of
sustainability and media selection…
The increase in Facebook and Twitter use is done at the expense of previous
generations of online (social) media such as blogs.
University of Massachusetts Dartmouth’s Center for Marketing Research, Jan. 2012
45%
28%
36%
12%
61%
52% 50%
33% 33%
16%
71%
59%
37%
15%
24%
6%
74%
64%
Blogging Message/Bulletinboards
Online video Podcasting Facebook Twitter
2009 2010 2011
Type of social media in use at Inc. 500 companies
49 SPONSORED BY
…even for channels that most find effective.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Message/Bulletinboards
Blogging Online video Twitter Facebook Podcasting Foursquare MySpace
2009 2010 2011
Social media marketing success rate by channel
Facebook joined
other social
channels in
perceived
marketing success
back in 2010 Presumably lower reach and
channel proliferation push
marketers to drop efforts that
are otherwise deemed
successful.
University of Massachusetts
Dartmouth’s Center for
Marketing Research, Jan.
2012
50 SPONSORED BY
Is increased spending the answer?
7.4%
10.8%
19.5%
0%
5%
10%
15%
20%
25%
Current levels Next 12 months Next 5 years
CMOs plan to
raise spending by
more than 2x over
the next 5 years
Duke University’s Fuqua
School of Business, Feb. 2012
51 SPONSORED BY
Data sources in this presentation include:
Adestra - Altimer Group - Awareness - Baynote - BazaarVoice - Carnegie Mellon University -
Comscore - CMO Council - Crowd Science - Decipher - Digitas - Duke University -
Econsultancy - Epsilon - Forrester - Gygia - Harris Interactive - Ipsos Mendelsohn - Nucleus
Research - Sociable Labs - Social Fresh - Social Media Examiner - Umass Dartmouth –
Winterberry Group - Wildfire - Zoomerang - Some public companies via their SEC filings
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Data sources
Some food for thought and action
based on the data and trends…
• Have you tried advertising on Facebook? It is still
cheap, is relatively easy to operate, and comes with
powerful demographics targeting.
• Are there social channels you can safely discontinue?
Others you should experiment with?
• Do you have a plan to do more than just chase
fleeting social exposure?
• Are you able to measure how social media really
contributes to your business?