Content Marketing and Publishing Survey @r2integrated http://r2integrated.com Facebook.com/r2integrated firstname.lastname@example.org
ABOUT THIS SURVEY DATA• Compiled from two surveys Conducted online via survey monkey in April and may 2011• Sources of respondents came from newsletters, email list buys, the r2integrated.com site, and social media promotions• Respondents were incented with amazon gift card, kindle and ipad for participation and thoughtfully-written replies to open-ended questions• More than 350 respondents across two surveys were ﬁelded.
THINKING OF YOUR COMPANY’S TOTAL ANNUAL BUDGET FOR PAID MEDIA, ABOUT HOW MUCH OF THIS BUDGET IS ALLOCATED TO THE SOCIAL WEB?SOCIAL WEB IS DEFINED IN THE BROADEST SENSE: THE MAIN FOUR, PLUS MOBILE SOCIAL, PLUS THE REST OF THE WEB, WHICH INCLUDES DEAL SITES, SLIDESSHARE AND BLOGS?
DO YOU IDENTIFY SPECIFIC BLOGGERS OR COMMENTERS WHO YOU CONSIDER TO BE INFLUENERS OF YOUR COMPANY’S PRODUCTS AND SERVICES?
ABOUT HOW MUCH DO YOU THINK WILL BE ALLOCATED TO THE SOCIAL WEB 18-24 MONTHS FROM NOW??
HOW INTEGRATED WOULD YOU SAY YOUR COMPANY’S SOCIAL WEB STRATEGY IS WITH YOUR TRADITIONAL MEDIA BUYS AND CREATIVE EFFORTS?
The 5% who describe their social strategy as‘highly integrated’ all work for companies withfewer than 500 employees; almost half (46%) ofthose in companies with more than 500 employeesview their social strategy as ‘not very’ or ‘not atall integrated’ with their traditional media buysand creative efforts.
Enterprises with more than 500 employees expectspending on social to rise by 50% in the comingtwo years (from 5.4% to 8.25% of total paidmedia).
Top approaches to digital media and audiencetargeting include: – CPC buys (38%) – Behavioral targeting (32%) – Text ads (30%) – Video & rich media (28%) – Networks (27%) – Content sponsorship (24%, which, as expected, skews to larger enterprises)
One-third (34%) currently identify speciﬁcinﬂuencers, and even more (36%) are likely todo so in the near future. A wide range of tools are cited (including ‘notools used’, ‘elbow grease’, ‘experience in theindustry/word of mouth’), so it’s unclear exactlyhow this expected ramp-up will happen and whichtools vendors stand to beneﬁt. Only 11% rate their tool ‘excellent’, comparedwith six in ten (59%) describing it as ‘fair’ or‘poor’.
More than half (57%) of efforts arecurrently allocated to the ‘main four’brands; 7%, to mobile social; and theremaining 36% is spread across the rest ofthe web.(This distribution is fairly consistentacross company size.)
Roughly one in four companies (24%) nowprovide unique content for mobile visitors,though incidence increases with company size(43% of those with more than 500 employees).Just over half (53%) integrate third partycontent within their branded properties(consistent across company size).
Almost two-thirds (62%) syndicate contentthrough third-party platforms, including: Streamed video (39%) Images & graphics (34%) Downloadable PDFs (30%)
Eight in ten companies distribute some of theirbranded content through third parties,including: – Facebook (64%) – Twitter (55%) – YouTube (51%) – LinkedIn (38%) – Blog on branded site (36%)
ABOUT R2integratedR2i creates value for our clients throughstrategic marketing initiatives that bridgethe customer conversation from brandedproperties to social platforms. Ourproprietary technology and interactiveuser experiences build and foster onlinecommunities. @r2integrated http://r2integrated.com Facebook.com/r2integrated email@example.com copyright r2integrated, LLC 2009 – confidential and proprietary
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