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Social Media & Marketing Facts

Social Media & Marketing Facts

Thanks to Booz&Co with their report on Social Media & Marketing 2011 report we have gained these facts…

1. Facebook, Twitter, and YouTube are the cornerstones of most social media strategies

Priority Social Media PlatformsĀ (% of respondents listing this platform among their top 3)

Facebook 94%
Twitter 77%
YouTube 42%
Blogs 25%
Company Owned social Platforms 25%
Linkedin 13%
Location Based (e.g. Foursquare) 8%
Myspace 2%

Key Observations

  • Respondents reported that they useĀ multiple social media platforms; sampleĀ average was 4.6
  •  Facebook and Twitter are by far the mostĀ broadly used and highest-priorityĀ platforms
  •  Location-based social media is stillĀ emergent
  •  MySpace is a priority platform for only aĀ limited number of respondents; most doĀ not use it at all

2. A third of companies have a senior executive who is responsibleĀ for social media company-wide

Yes 35%
No 65%

Key Observations

  • Overall, a third of companiesĀ reported that they have aĀ company-wide head of socialĀ media
  • The portion rises to 41%Ā among companies thatĀ consider themselves ā€œbest inĀ classā€ or ā€œstrongā€

3. Today, social media lives primarily within marketing, digital,Ā and PR

Departments Responsible for Leading Social Media Today

(% of respondents)

Marketing 81%
Digital 62%
PR 48%
Customer Service 26%
Research 16%
Sales/commerce 10%
Product Development 8%
IT 8%

Key Observations

  • Marketing departments are primarilyĀ responsible for social media today
  • However, social media is often spread across multiple departments
  • More leading-edge companies useĀ social media for a broader variety ofĀ applications

4.Ā Social media has a range of uses

(% of respondents)

Advertising & Promotions 96%
PR 88%
Market Research 56%
Sales/Commerce 48%
Product Development 40%
Internal Communications 24%
Other 13%

Key Observations

  • Advertising and promotions, PR, andĀ customer service are the primary usesĀ today
  • Emerging uses include marketĀ research, sales, and productĀ development
  • In a minority of cases, social media isĀ also used for internal communications,Ā recruiting, or content generation

5.Ā Companies view social media as offering the most benefit in theĀ upper stages of the purchase funnelĀ 

(% of respondents)

Brand building 90%
Interactivity 89%
Buzz building 88%
Consumer insights 81%
Enhanced marketing effectiveness 78%
Broad reach 76%
Creativity & innovation 71%
Speed of innovation 71%
Lower cost 71%
Traffic to our sites 66%
Generation of sales/leads 46%
Key Observations

  • Companies are deriving significantĀ marketing value from social media
  • Though the generation of sales andĀ leads is rated lower than otherĀ benefits, almost half of respondentsĀ see it as a benefit of social media

6. Almost all companies report that they are growing their spend onĀ social media

Future Investments in Social MediaĀ (% of respondents)

Will remain unchanged 5%
Substantially more resources 39%
Somewhat more resources 57%

Key Observations

  • Companies clearly intend toĀ spend more on social media inĀ the future to build bigger socialĀ programs and platforms
  • No respondents reported thatĀ they would spend less onĀ social media in the future

7. Hiring full-time employees is the number one investment beingĀ made in social media

Investments in Social ā€“ TypeĀ (% of respondents)

Hiring full-yime employees 57%
Services provided by partners 48%
Creating more content 39%
Media buys 38%
Consulting/other professional services 25%
IT systems/partnerships 16%
Hiring Contractors, freelancers, or part time employees 14%

Key Observations

  • As companies are buildingĀ up their social media, theyĀ are focused on hiring inhouseĀ staff
  • Partners also will play a keyĀ role in supportingĀ companies as they useĀ social media more widely

8. Marketers report that social media spend will increaseĀ significantly as a percentage of digital spend in the next three years

Key Observations

  • Social media will begin toĀ take up a meaningful shareĀ of digital budgets for manyĀ companies
  • Overall digital budgets areĀ also growing, suggesting aĀ substantial uptick in spendĀ in the coming years
9.Ā Within these budgets, social media is precipitating a shift insideĀ digital media more than away from other types of ad spend

Which Other Media Budgets Does Social Draw From?Ā (% of respondents)

Digital 79%
TV 21%
Magazine 15%
Outdoor 6%
Newspaper 6%
Radio 5%

Key Observations

  • Social media isĀ primarily drawing onĀ digital media budgets,Ā likely shifting fundsĀ away from digitalĀ advertising vehiclesĀ such as display