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.

?

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