Social Media  Marketing Research Conor Skinnader MBS in Marketing (DCU) @conskinn http://ie.linkedin.com/in/conorskinnader...
Projected Online Ad Spend US Online ad spend from 2003 onwards ($bn) Consumer Marketing Report, 2009
Global Traffic The Nielsen Company, 2010
Wave 3 Research Report (2009) <ul><li>Looked at 17 000 Internet users in 29 countries </li></ul><ul><li>Social media can h...
<ul><li>25% of UK respondents had subscribed to an RSS feed </li></ul><ul><li>70% of consumers have visited social media s...
Benefits of Social Media Marketing (2009) Social Media Marketing Industry Report, 2009
Social Media Marketing Industry Report, 2010 Benefits of Social Media Marketing (2010)
Commonly used social media tools (2009) Social Media Marketing Industry Report, 2009
Social Media Marketing Industry Report, 2010 Commonly used social media tools (2010)
<ul><li>B2B companies are managing more profiles except on Facebook and MySpace </li></ul>Social Media: B2B vs B2C Busines...
Most beneficial Q&A Sites Business.com, 2009, B2B Social Media Benchmarking Study  LinkedIn Answers Yahoo Answers WikiAnsw...
Can it help close business? Experience Time Invested Social Media Marketing Industry Report, 2010
Sales and Leads State of Inbound Marketing Report -http://bit.ly/aewfHr
Experian Research <ul><li>Study examining consumer attitudes to various marketing methods </li></ul><ul><li>83% of respond...
% of budget allocated to Digital Datran Media Survey, 2010
Budget Projections Datran Media Survey, 2010
Utilisation of Digital Marketing Datran Media Survey, 2010
Elements of Online Strategy Datran Media Survey, 2010
Campaign Optimisation Datran Media Survey, 2010
Spend on Social Networks by Industry The Nielsen Company, 2009
Shifting of Funds Society of Digital Agencies (SODA), 2010
Change in Marketing Investment Society of Digital Agencies (SODA), 2010
Allocation of budget Society of Digital Agencies (SODA), 2010 Digital Infrastructure Digital Advertising Search Optimisati...
2010 Priorities Society of Digital Agencies (SODA), 2010
Trust in various forms of Advertising The Nielsen Company, 2009
Sources of Recommendation Which of the following people do you trust to provide you the most accurate opinion? Global Web ...
Facebook Referrals
People in the Organisations <ul><li>Proficiency in digital marketing is highly valued, but under-delivered </li></ul><ul><...
<ul><li>What business people turn to at work for business relevant information they need for their day to day jobs </li></...
<ul><li>B2C companies place more emphasis on revenue than B2B companies </li></ul>Comparison of Success Metrics Business.c...
<ul><li>Difficulty in getting feedback on product’s for B2B’s </li></ul><ul><li>Can see impact on both revenue and website...
Questions??
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  • According to The Nielsen Company, global* consumers spent more than five and half hours on social networking sites like Facebook and Twitter in December 2009, an 82% increase from the same time last year when users were spending just over three hours on social networking sites. In addition, the overall traffic to social networking sites has grown over the last three years. Twitter.com continued its reign as the fastest-growing in December 2009 in terms of unique visitors, increasing 579% year-over-year, from 2.7 million unique visitors in December 2008 to 18.1 million in December 2009.
  • To be included you had to be using the internet every day/every other day
  • Business.com, 2009, B2B Social Media Benchmarking Study
  • 73.8% of marketers who have been using social media for years report it has helped them close business (a 12% increase from 2009). More than half who spend 11 or more hours per week find the same results.
  • n December 2009, Datran Media conducted its fourth annual marketing and media survey by reaching out to over 5,000 marketing executives from Fortune 500 brands, top publishers and leading advertising and media agencies
  • While video and text content remain central to the Web experience – the desire of online consumers to connect, communicate and share is increasingly driving the medium’s growth.” Among those taking note of this trend: advertisers.  Estimated online advertising spending on the top social network and blogging sites increased 119 percent, from approximately $49 million in August 2008 to approximately $108 million in August 2009 – all despite a recession. Share of estimated spend on these sites has doubled, from 7 percent of online ad spend in 2008 to 15 percent in 2009
  • SODA 2010 Digital Marketing Outlook survey which polled hundreds of executives from major global brands, traditional and digital agencies, vendor and service providers operating in digital space as well as freelance and independent Digital Practitioners
  • Recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising, according to the latest Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries.
  • http://digitalscientists.com/docs/top_ten_for_cmos.pdf
  • Connector social media pres long version

    1. 1. Social Media Marketing Research Conor Skinnader MBS in Marketing (DCU) @conskinn http://ie.linkedin.com/in/conorskinnader http://www.worky.com/conor-skinnader
    2. 2. Projected Online Ad Spend US Online ad spend from 2003 onwards ($bn) Consumer Marketing Report, 2009
    3. 3. Global Traffic The Nielsen Company, 2010
    4. 4. Wave 3 Research Report (2009) <ul><li>Looked at 17 000 Internet users in 29 countries </li></ul><ul><li>Social media can have a dramatic impact on your brand’s reputation </li></ul><ul><li>34 % post opinions about products and brands on their blog and 36 % think more positively about companies that have blogs </li></ul>Universal McCann, Wave 3, 2008
    5. 5. <ul><li>25% of UK respondents had subscribed to an RSS feed </li></ul><ul><li>70% of consumers have visited social media sites to get information </li></ul><ul><li>49% of these consumers made a purchase decision based on the information they found through social media sites </li></ul><ul><li>60% of people in the study said they are likely to use social media sites to pass along information to others online </li></ul>DEI Worldwide, The Impact of Social Media on Purchasing Behaviour, 2008 DEI Worldwide Report
    6. 6. Benefits of Social Media Marketing (2009) Social Media Marketing Industry Report, 2009
    7. 7. Social Media Marketing Industry Report, 2010 Benefits of Social Media Marketing (2010)
    8. 8. Commonly used social media tools (2009) Social Media Marketing Industry Report, 2009
    9. 9. Social Media Marketing Industry Report, 2010 Commonly used social media tools (2010)
    10. 10. <ul><li>B2B companies are managing more profiles except on Facebook and MySpace </li></ul>Social Media: B2B vs B2C Business.com, 2009, B2B Social Media Benchmarking Study Facebook Twitter LinkedIn Groups LinkedIn Companies Youtube MySpace FriendFeed Plurk Other
    11. 11. Most beneficial Q&A Sites Business.com, 2009, B2B Social Media Benchmarking Study LinkedIn Answers Yahoo Answers WikiAnswers Answers.com
    12. 12. Can it help close business? Experience Time Invested Social Media Marketing Industry Report, 2010
    13. 13. Sales and Leads State of Inbound Marketing Report -http://bit.ly/aewfHr
    14. 14. Experian Research <ul><li>Study examining consumer attitudes to various marketing methods </li></ul><ul><li>83% of respondents want organisations to treat them as individuals and understand their needs. This was from a sample of 1,526 people </li></ul><ul><li>62% of consumers agree that they are more receptive towards marketing that is tailored to their needs and circumstances </li></ul>Experian Market Research, 2010
    15. 15. % of budget allocated to Digital Datran Media Survey, 2010
    16. 16. Budget Projections Datran Media Survey, 2010
    17. 17. Utilisation of Digital Marketing Datran Media Survey, 2010
    18. 18. Elements of Online Strategy Datran Media Survey, 2010
    19. 19. Campaign Optimisation Datran Media Survey, 2010
    20. 20. Spend on Social Networks by Industry The Nielsen Company, 2009
    21. 21. Shifting of Funds Society of Digital Agencies (SODA), 2010
    22. 22. Change in Marketing Investment Society of Digital Agencies (SODA), 2010
    23. 23. Allocation of budget Society of Digital Agencies (SODA), 2010 Digital Infrastructure Digital Advertising Search Optimisation Social Networks Mobile Viral Campaigns Blogger Outreach Email Marketing Games Other
    24. 24. 2010 Priorities Society of Digital Agencies (SODA), 2010
    25. 25. Trust in various forms of Advertising The Nielsen Company, 2009
    26. 26. Sources of Recommendation Which of the following people do you trust to provide you the most accurate opinion? Global Web Index Report, Wave 1, 2010
    27. 27. Facebook Referrals
    28. 28. People in the Organisations <ul><li>Proficiency in digital marketing is highly valued, but under-delivered </li></ul><ul><ul><li>Only 13% said that their companies had developed the internal talent required to develop and implement growth-generating digital marketing programs. </li></ul></ul><ul><li>Over-reliance on outside agencies to meet talent gap </li></ul><ul><ul><li>45% felt that they would need to turn to external partners and agencies </li></ul></ul><ul><ul><li>55% don’t trust their ad agency partners to provide them with digital marketing expertise they need </li></ul></ul><ul><li>Few satisfied with their company's marketing effectiveness </li></ul><ul><ul><li>Only 12% said their company was improving the consistency of its marketing and sales communications </li></ul></ul>Digital Scientists, Heidrick & Struggles Report, 2009
    29. 29. <ul><li>What business people turn to at work for business relevant information they need for their day to day jobs </li></ul>Most Popular Social Media Resources for Business Information Business.com, 2009, B2B Social Media Benchmarking Study, (http://www.business.com/info/b2b-social-media-benchmark-study) Attend Webinars or listen to podcasts Read user ratings & reviews for business products or services Visit company or product profile pages on social media sites Visit company blogs Conduct searches for information on social media sites Participate in online business communities or forums Read or download business related content on 3 rd party content sharing sites Ask Questions on Q&A sites e.g. LinkedIn Subscribe to RSS feeds of business related news or information sites Use Twitter to find or request business related information
    30. 30. <ul><li>B2C companies place more emphasis on revenue than B2B companies </li></ul>Comparison of Success Metrics Business.com, 2009, B2B Social Media Benchmarking Study Website Traffic Brand Awareness Engagement with Prospects Engagement with Customers Brand Reputation Prospect Lead Quality Revenue Prospect Lead Volume Useful Product Feedback Other
    31. 31. <ul><li>Difficulty in getting feedback on product’s for B2B’s </li></ul><ul><li>Can see impact on both revenue and website traffic </li></ul>Impact of Social Media on Success Metrics Business.com, 2009, B2B Social Media Benchmarking Study, (http://www.business.com/info/b2b-social-media-benchmark-study)
    32. 32. Questions??

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