Benchmarking Social Media for Agencies

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This presentation enables B2B marketing agencies to benchmark their social media activity against those of their peers

Findings are based on 251 interviews with B2B marketing agency professionals conducted in June/July 2011

The survey was conducted by B2B research specialists Circle Research on behalf of B2B Marketing magazine

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Benchmarking Social Media for Agencies

  1. 1. Benchmarking Agency Social Media Activity11th August 2011<br />
  2. 2. Vital Statistics<br /><ul><li>This presentation enables marketing agencies to benchmark their social media activity against those of their peers
  3. 3. Findings based on 251 interviews with B2B marketing agency professionals conducted in June/July 2011
  4. 4. The survey was conducted by B2B research specialists Circle Research on behalf of B2B Marketing magazine</li></li></ul><li>To what extent does your organisation have a social media strategy?<br />Base: All agency respondents (251)<br />
  5. 5. Which of the following did your organisation use to develop its approach to social media?<br />Comparison of different <br />social media tools<br />Competitor research<br />Internal and agency brainstorming<br />Research into target <br />audience behaviour<br />Gut feel<br />Research into target <br />audience attitudes<br />Research to identify key <br />opinion formers<br />Other<br />I don’t know<br />Base: All agency respondents with a social media strategy (197)<br />
  6. 6. Below is a list of potential reasons to use social media as a marketing tool. Which three would you say are the most important objectives for your organisation?<br />Total<br />58%<br />47%<br />41%<br />40%<br />29%<br />27%<br />23%<br />12%<br />8%<br />4%<br />3%<br />0%<br />6%<br />Base: All agency respondents (251)<br />
  7. 7. When planning your social media activity, do you consider how it will impact on SEO?<br />Base: All agency respondents (251)<br />
  8. 8. In your experience, to what extent is social media effective in targeting these audiences?<br />Media contacts<br />Senior management<br />Middle management<br />External analysts<br />C-suite execs<br />NET:<br />21%<br />55%<br />36%<br />64%<br />79%<br />Base: Agency respondents who target: C-suite execs (107); senior management (184); middle management (158); media contacts (102); external analysts (50). Net score calculated by subtracting negative from positive scores<br />
  9. 9. Do you have a specific budget for social media?<br />Base: All agency respondents (251)<br />
  10. 10. Budget vs. time allocated to social media<br />Base: All agency respondents who responded to the question (216/233)<br />
  11. 11. As a percentage of total marketing spend, do you expect your spend on social media to increase or decrease over the next 12 months?<br />Base: All agency respondents who knew whether their organisation had a specific budget (240)<br />
  12. 12. Do you expect the amount of time your organisation spends on social media to increase or decrease over the next 12 months?<br />Decrease slightly; 0%<br />Decrease significantly; 0%<br />Base: All agency respondents who knew how much time they dedicated to social media (233)<br />
  13. 13. Which of the following social media techniques are you currently using?<br />Company activity <br />on social networks<br />Proprietary online community<br />Company blog<br />Online PR<br />Base: All agency respondents (251)<br />
  14. 14. What’s the extent of your organisation’s presence on the following social networks?<br />Industry specific community<br />Base: All agency respondents whose organisations currently use social networks (238) <br />
  15. 15. In your opinion, which three social networks are most useful to your organisation at present and which three do you think will be most useful in 12 months time?<br />Industry specific community<br />I don’t know<br />Base: All agency respondents whose organisations currently use social networks (238) <br />
  16. 16. On average, how many times a month does your organisation or designated individual/s representing your organisation tweet?<br />50%<br />Mean = 62<br />Tweets per month<br />Base: All agency respondents with a Twitter account (182). Excludes don’t knows <br />
  17. 17. On average, how many times a month does your organisation or designated individual/s representing your organisation blog per month?<br />50%<br />Mean = 8<br />Blogs per month<br />Base: All agency respondents with company blogs (157). Excludes don’t knows<br />
  18. 18. On average, how many times a year does your organisation or designated individual/s representing your organisation post videos on its YouTube account<br />50%<br />Mean = 14<br />YouTube videos per month<br />Base: All agency respondents with YouTube accounts (114). Excludes don’t knows<br />
  19. 19. Which social networks have you bought promotional services (such as advertising) from in the past 12 months?<br />Industry specific community<br />None<br />Base: All agency respondents whose organisations currently use social networks (238) <br />
  20. 20. Below are some measurements of social media engagement. Please indicate how many people follow your organisation’s Twitter account<br />Mean = 1550<br />50%<br />Twitter followers<br />Base: All agency respondents with a company Twitter account (167). Excludes don’t knows <br />
  21. 21. Below are some measurements of social media engagement. Please indicate how many people subscribe to your company blog<br />Mean = 922<br />50%<br />Blog subscribers<br />Base: All agency respondents with a company blog (52). Excludes don’t knows <br />
  22. 22. Do you currently use social media to generate leads?<br />Base: All agency respondents (251)<br />

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