European Social Media Marketing ROI Study

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This is an independent study, commissioned by Adobe, that looks at social media marketing measurement across Europe.

Learn how Adobe can help you tie social media marketing to real business results: http://www.omniture.com/go/39875

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European Social Media Marketing ROI Study

  1. 1. Social Media Marketing ROI StudyAn Independent Study, commissioned by Adobe, that looks atSocial Media Marketing measurement across Europe
  2. 2. Methodology Independent research by Vanson Bourne, commissioned by Adobe. 500 marketing directors were polled across the UK, France, Italy, Germany and the Nordics. 500 interviews were carried out in April and May 2011 with marketing decision- makers in companies of at least 250 employees. In order to qualify the companies had to use social media within their marketing strategy. The survey sample comprises 100 organisations in each country. The research covered a wide range of sectors, including businesses with a B2B or B2C focus. Findings from the study were released on September 21st 2011. 2
  3. 3. Methodology Size of Company Base: All respondents Total UK France Germany Italy The Nordics 251 – 500 employees 43% 41% 52% 48% 38% 35% 501 – 1000 employees 21% 22% 21% 22% 15% 23% 1001 – 3000 employees 16% 12% 12% 12% 22% 24% More than 3000 employees 20% 25% 15% 18% 25% 18% Base 500 100 100 100 100 100 Focus of Business Base: All respondents Total UK France Germany Italy The Nordics B2B 33 % 29 % 45 % 28 % 24 % 40 % B2C 19 % 9% 25 % 18 % 19 % 24 % Both B2B and B2C 48 % 62 % 30 % 54 % 57 % 36 % Base 500 100 100 100 100 100 Sectors Covered: • Manufacturing • Financial services • Utilities • Technology & Communications • IT and Computer Services (including B2B HighTech) • Consumer electronics and technology • Retail • Distribution or transport • Media and entertainment • Consumer services • Travel and hospitality • Business & professional services 3
  4. 4. Key findingsThe first set of data to be released from this Research Study in September 2011 looksat the attitude and behaviour towards social media marketing measurement inEurope The top priority for European marketing directors in social media marketing is deciding how to measure the value of their social investment 58 per cent of European Marketing Directors feel that “deciding how to measure social media investment” is the top priority in social media marketing. More than three quarters (78 per cent) of European marketers do not feel they have a complete and up-to-date view on how much they are investing in, managing and delivering social media campaigns.“As with the evolution of digital marketing ten years ago, there is a significant opportunity to grow the use of social media for marketing by really understanding what the returns are. Investment in social marketing is being held back by an inability to measure the end results. Once we get this right as an industry, this will naturally unlock thepotential for further investment. The willingness to do this is existing within organizations today but the onus is on the industry to provide the necessary support to make this a reality in Europe and globally.” Neil Morgan, senior director, EMEA marketing at Adobe. 4
  5. 5. Measurement of social mediamarketing across Europe 5
  6. 6. What do European Marketing Directors consider as the main priorities when approaching social marketing? “Deciding how to measure the value of an investment in social media” is the highest Deciding how to measure the value of my investment in social media priority for marketing directors in Europe. Deciding how much of my marketing budget to invest in social media Deciding how to find the necessary resources and people to manage social media Deciding which social media outlets to invest in Deciding how to convince senior management of the necessity to invest Deciding how to change or modify the culture of my company to accept social media 58% 55% 53% 48% 35% 32% 19% Deciding how to Deciding how much Deciding how to find Deciding which social Deciding how to Deciding how to Deciding how to measure the value of of my marketing the necessary media outlets to convince senior change or modify the convince my team my investment in budget to invest in resources and people invest in management of the culture of my that social media is social media social media to manage social necessity to invest company to accept not a priority media social mediaQ12) A lot of marketers are currently assessing social media priorities. Please rank your top three priorities from the list 6below, where 1 is your most important priority. Percentage of respondents to rank 1,2 or 3.
  7. 7. Are companies currently measuring how social media marketing impacts revenue? 36% are measuring social media marketing’s impact on revenue, but not doing so accurately 60% 55% 50% 45% 40% 36% 35% 30% 30% 25% 20% 19% 16% 15% 10% 5% 0% Total Yes, we do this very well Yes, but we dont do this accurately No, we dont know how to do this but would like to No, this is not a priority for us – we use social media purely for branding not salesQ28) Does your company currently measure how social media marketing impacts revenue? Base: All respondents 7
  8. 8. In the next 12 months, are companies planning to measure how social media marketing impacts revenue? 17% Yes 47% of organisations who No don’t currently measure how social 47% I dont media marketing know impacts revenue, will do so in the next 12 months. 36%Q30) In the next 12 months, is your company planning to measure how social media marketing impacts revenue? Base: 8Respondents who dont currently measure how social media marketing impacts revenue
  9. 9. What methods do businesses have in place today to measure social media marketing efforts? 40% of European businesses have bought specific software to measure and analyse 55% their social media marketing efforts 50% 45% 40% 40% 35% 32% 30% 25% 22% 20% 15% 10% 6% 5% 0% Total We have bought specific software to measure and analyse our social media marketing efforts We have employees gathering the information and we analyse it ourselves We use one or more free measurement software tools that are found online We rely on people within the organization providing us with the information on an ad-hoc basisQ29) What methods do you have in place today to measure social media marketing efforts? Base: Respondents who 9currently measure how social media marketing impacts revenue
  10. 10. In the next 12 months if companies are going to measure how social media impacts revenue, how are they planning to do this? 5% Some of the team will gather the information and we will analyse it ourselves 28% Buy software to measure and analyse our social media marketing efforts comprehensively 20% Use one or more free measurement software tools that are found online I have not thought about that yet 23% 25% We will rely on people within the organization providing us with the information on an ad-hoc basisQ31) How do you plan to measure how social media impacts revenue? Base: Respondents who are planning 10to measure how social media impacts revenue in the next 12 months
  11. 11. Are European businesses integrating social media alongside other traditional metrics? 61% of businesses are integrating social90% media alongside other traditional metrics80%70% 61%60%50%40% 35%30%20%10% 4% 0% Total Yes No I dont knowQ26) Do you currently integrate social media with other traditional metrics in your organization, for example do you integrate Facebook 11traffic with web traffic to track customer behaviour? Base: All respondents
  12. 12. What reasons do those not currently integrating metrics give to explain lack of integration?60% 39% do not regard integrating metrics alongside other traditional metrics as important.55%50%45%40% 39% 39%35%30%25% 23%20%15%10% 5% 0% Total We dont regard it as important We dont have the know-how Its never occurred to us to do soQ27) Which of these best explain why you do not integrate social media with other traditional metrics? Base: 12Respondents who dont integrate social media with other traditional metrics
  13. 13. Should there be an industry standard for RoI in social media? 55% think there should be an industry standard for RoI in social media. 65% 60% 55% 55% 50% 45% 40% 35% 30% 25% 24% 21% 20% 15% 10% 5% 0% Total Yes No Dont knowQ34) Do you think there needs to be an industry standard for ROI in social 13media? Base: All Respondents
  14. 14. What is the best way ROI of social media should be measured? 50% think measurement of social media should be integrated within the wider marketing mix 70% 66% 65% 60% 56% 55% 50% 49% 50% 46% 45% 40% 41% 40% 40% 35% 33% 32% 33% 30% 27% 25% 25% 20% 17% 14% 15% 12% 9% 10% 10% 5% 0% Total UK France Germany Italy The Nordics Measurement of social media should be integrated within the wider marketing mix Measurement of social media should be done in isolation from other marketing campaigns Not sureQ34) Which of these do you believe is the best way ROI of social media should 14be measured? Base: All Respondents
  15. 15. Which of these social media outlets are used in European Marketing activity? Facebook is the most widely used social 90% media outlet, for marketing, in Europe. 80% 70% 60% 50% 40% 30% 20% 10% 0% Facebook Twitter Forums Blogs YouTube LinkedIn Social Media outlets specific to your own country Total UK France Germany Italy The NordicsQ2) Which of these social media outlets do you use in your marketing?: Facebook, Twitter, Forums, Blogs, YouTube, LinkedIn, Local 15specific outlets
  16. 16. Thank you 16

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