The State of Social Media

Marketing 2010:

Hype or Real Business Impact?

Roy Young, President

MarketingProfs

State of Social Media Marketing

• 5,168 marketing and business

professionals responded to a general

survey on marketing practices – 64% (3,285) indicated that social media is one of their

job responsibilities

Agenda: Highlights from the Research

1. Usage and Effectiveness Benchmarks

2. 7 Myths of Social Media Marketing Practice

Social Media Marketing Benchmarks:

• What is used?

• What is effective?

• Of marketers

surveyed, 48% have

employers with an

active corporate

Facebook account

• And 43% have

employers with an

active corporate

Twitter account.

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• Content Sellers

(Entertainment,

Publishing, Software,

etc.) are industries

most likely to

participate in public

social networks

• Highly regulated

industries are least

likely to participate,

including Pharma,

Insurance,

Telecomm,

Government and

Financial Services.

• Most industries favor

Facebook over

Twitter

• Online retailers most

likely to use Twitter

and Facebook

• Tech and Biotech

favor Twitter

13.8

• Bars show additive

share of usage for

each medium by

organization type.

• Similar usage

patterns for all

organization types,

with Non-Profits

being above

average in use of

each of the major

social networks

65.1

• The larger the

company, the

more

restrictive the

management

of social

media usage

• Combining

green, yellow

and orange

(the bottom 3

slices), we

find 50% of

large

companies

with very tight

controls on

usage vs.

only 17% of

small

companies.

66 (2)

• “Earned” means

media not directly paid

for

• Surprisingly similar

usage rates among

B2B and B2C

organizations.

• Email to house list is

the most commonly

used form of earned

media.

• As for social media,

public online

communities are used

by over a third of

companies; blogs by

about a third; and

videos for viral use by

about a fourth of all

companies

12.1

• Driving traffic is the

primary goal of most

Twitter users

18

• Monitoring for real-

time PR problems the

most effective Twitter

tactic

• B2C seeing slightly

better, and different,

results than B2B

18.2

• Many ways to use

Facebook

• Most marketers

hoping to drive traffic

to corporate

sites/materials from

Facebook

19

• Driving traffic less

likely to be

successful than other

tactics

• Most tactics enjoy

similar success rates

whether B2B or B2C

19.2

• Driving traffic less

likely to be

successful than other

tactics

• Most tactics enjoy

similar success rates

whether B2B or B2C

19.2

• For B2B, YouTube is

an effective home for

expensive TV ads

• Reaching out to

individuals rarely very

effective on YouTube

20.2

7 Myths of Social Media Marketing Practice:1. Marketing departments are hiring social media specialists

2. Social Media communications is free

3. Social Media is just for the kids

4. The bigger the Twitter network the better

5. B2B is totally different from B2C

6. Corporate culture constrains usage and effectiveness

7. Free analytics software is all you need for measurement

Myth #1:

Marketing

departments

are actually

NOT hiring

social media

specialists• 61% are folks

doing this work in

addition to their

defined role

• And 32% have

social media

responsibilities as

just part of their

job.

Myth #2: Social media

marketing is NOT

free. Budget for

social media in terms

of staff time, not

media spend and

Myth #3: Social Media

is NOT just for the

kids.

• High-level executives are

more likely to be active in

social media than not

active, making that time

more costly.

• Young staff may not have

the experience to be

leaders in social spaces.

1.1

Myth #4: Large

Twitter

networks are

NOT

necessarily

more valuable

than smaller

networks

• Majority of Twitter

users have far

fewer than 1,000

followers

• Raising the

question “is quality

or quantity more

important when it

comes to Twitter

followers?”

14.6

Myth #5: B2B is NOT

significantly

different from B2C

social media

marketing.

• Surprisingly similar

usage rates of “earned

media” among B2B and

B2C organizations.

• Email to house list is the

most commonly used

form of earned media.

• As for social media,

public online

communities are used by

over a third of

companies; blogs by

about a third; and videos

for viral use by about a

fourth of all companies

12.1

THANK YOU!

Myth #6:

Success Requires a Company Culture of Openness

34%45%Uses consumer feedback productively to

improve the offering

28%48%Encourages collaboration between marketing

and others

27%47%Value open, honest dialogue about marketing

28%55%Quick to adopt new media technology

DisagreeAgreeCompany Cultural Attribute

Have Had Success Creating an Online Community Around a Brand

Myth #7: free

analytics software is NOT alone enough.

• Nearly every measurement option is mostly “helpful” (blue and orange sections of bar)

• Traditional web analytics tools score higher than new social media monitoring tools for robust measurement

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For information, go to: http://bit.ly/8kjHHx

THANK YOU!