HOW THE WORLD’S LARGEST COMPANIES ARE PLANNING, EXECUTING & MEASURING SOCIAL

The 2014 State of Enterprise Social Marketing Report

In Q1 of 2014, Spredfast commissioned Forrester Consulting to conduct research uncovering how the world’s largest companies organize, plan, and execute social marketing efforts. Forrester Consulting surveyed 160 senior leaders managing or overseeing digital or social marketing ―Director, Vice-President or C-Level executive―at companies with revenue of one bi l l ion dol lars or greater . Par t i c ipants spanned compan ies across eight industry verticals from the United States and Western Europe.

Results from Q1 2014 Commissioned study conducted by Forrester Consulting on behalf of Spredfast.

The study unearths key insights & trends from the world’s largest companies deploying social marketing programs.

The 2014 State of Enterprise Social Marketing Report

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AUDIENCE INVOLVEMENT IS A DOMINANT GOAL

Involving and interacting with audiences is a chief social marketing initiative.

• The primary social marketing business objectives are building brand awareness and brand preference. (See chart)

• 73% of companies measure the business value of social marketing through audience resonance (engagement metrics of comments, responses, shares).

• 69% of companies encourage and/or recognize customers that talk about them on social networks to foster audience involvement.

Results from Q1 2014 Commissioned survey conducted by Forrester Consulting on behalf of Spredfast Does not include “all other” responses

Build Brand Awareness | 39.2%

Build Brand Preference | 29%

Drive Direct Leads or Sales | 15.2%

Increase Customer Loyalty | 11.2%

Provide Customer Service | 3%

Other | 2.3%

SOCIAL IS A GROWING PRIORITY FOR THE WORLD’S LARGEST BRANDS

Enterprise companies overwhelmingly report social marketing to be a high, and growing, priority from the top-down.

• Social marketing is currently an executive-led, and organization-wide, priority. (See chart)

• 69% of large companies are increasing staffing for social marketing in 2014.

• 42% of large companies have plans to use a social network that wasn’t utilized in 2013.

• Social budget is growing faster than total worldwide marketing budget budget. 68% of companies are growing their social marketing budget, compared to only 55% increasing total worldwide marketing budget from 2013 to 2014.

Executive Vice-PresidentSenior Vice-PresidentVice-President | 38.2%

CMO | 34.4%

Director | 16.7%

Other C-Level | 7%

Manager | 3.8%

Results from Q1 2014 Commissioned survey conducted by Forrester Consulting on behalf of Spredfast “Other / Prefer Not to Say” not included for percentage

Senior-Most Executive Responsible

for Social Marketing

Primary Business Objective of Tactics Across Major Social

Networks

The 2014 State of Enterprise Social Marketing Report

ENTERPRISE MARKETERS ARE FOCUSED ON MEASURING WHAT MATTERS

Large companies are aligning how they measure performance and gain actionable insight from social marketing.

• Reach and resonance are the top two measurement areas - aligning with objectives of awareness and preference. (See chart)

• Just over half of companies (56%) are tying employee performance to the business value created by social marketing tactics.

• Social marketing measurement is not settled science. 73% of companies report continually evolving best practices on measuring business value.

SOCIAL IS BEING CONNECTED TO OWNED, BRAND MARKETING

Social marketing does not operate in a vacuum. Corporate social marketing tactics and public social content are being incorporated into the broader marketing mix.

• 67% of enterprise companies are integrating social with broader (non-social) marketing efforts. (See chart)

• 61% of companies curate social content on owned channels.

• Most companies are aligning social tactics with the customer purchase journey.

• 81% of companies use web analytics tools to connect the business value of social marketing to owned marketing channels.

Metrics used to help measure business value created by social marketing tactics

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Conversion Metrics referrals, unique visitors, lead to purchase

Velocity Metrics retweets, repins, shares

Quality Metrics likes, ratings, votes

Engagement Metrics comments, responses, sharing/shares

Volume Metrics number of fans, followers, community members

Results from Q1 2014 Commissioned survey conducted by Forrester Consulting on behalf of Spredfast

80%

70%

60%

50%

40%

30%

20%

10%

17.5% Completely agree

22.5%

26.9%

20%

8.6%

3.1%

3.1% Do not agree at all

Social marketing efforts integrated with broader marketing efforts

Results from Q1 2014 Commissioned survey conducted by Forrester Consulting on behalf of Spredfast

30%

25%

20%

15%

10%

5%

The 2014 State of Enterprise Social Marketing Report

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Want more insights on how the world ’s largest companies are planning, executing and measuring social marketing efforts?

Download a copy of the full 2014 State of Enterprise Social Marketing Report.

Here's what you'll find inside I. STAFFING AND ORGANIZATIONWho owns social within enterprise companies? Which teams and departments are involved? How is staffing growing?

II. PRIORITY OF SOCIAL MARKETING FOR BUSINESSWhat percent of global marketing budget is being allocated to social marketing programs? How are enterprise companies integrating social marketing across broader marketing efforts?

III. SOCIAL MARKETING STRATEGY AND TACTICSWhat are the top business objectives of social marketing programs? What are the most popular network-based and off-network tactics being used?

IV. MEASUREMENT AND INSIGHTS OF SOCIAL MARKETINGHow are companies measuring social marketing success? Which challenges do they face in communicating the business value of social?