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B2B Benchmarking Series:  Agency use of social media
 

B2B Benchmarking Series: Agency use of social media

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> Are your peers using social media marketing techniques? ...

> Are your peers using social media marketing techniques?
> What specifically are they doing?
> How are they performing against key success metrics?

B2B Marketing’s latest benchmarking report, based on a survey of 274 client-side B2B marketers conducted by Circle Research, maps out the B2B social media landscape. In doing so it provides a definitive peer based point of comparison for marketers.


Here we share highlights from agency respondents to the survey NOT included in the report.

Highlights from the client-side view can be found here - <a>The B2B Research Blog</a>

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    B2B Benchmarking Series:  Agency use of social media B2B Benchmarking Series: Agency use of social media Presentation Transcript

    • Benchmarking Agency Social Media Activity11th August 2011
    • Vital Statistics
      • This presentation enables marketing agencies to benchmark their social media activity against those of their peers
      • Findings 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
      www.circle-research.com/blog
    • To what extent does your organisation have a social media strategy?
      Base: All agency respondents (251)
      www.circle-research.com/blog
    • Which of the following did your organisation use to develop its approach to social media?
      Comparison of different
      social media tools
      Competitor research
      Internal and agency brainstorming
      Research into target
      audience behaviour
      Gut feel
      Research into target
      audience attitudes
      Research to identify key
      opinion formers
      Other
      I don’t know
      Base: All agency respondents with a social media strategy (197)
      www.circle-research.com/blog
    • 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?
      Total
      58%
      47%
      41%
      40%
      29%
      27%
      23%
      12%
      8%
      4%
      3%
      0%
      6%
      Base: All agency respondents (251)
      www.circle-research.com/blog
    • When planning your social media activity, do you consider how it will impact on SEO?
      Base: All agency respondents (251)
      www.circle-research.com/blog
    • In your experience, to what extent is social media effective in targeting these audiences?
      Media contacts
      Senior management
      Middle management
      External analysts
      C-suite execs
      NET:
      21%
      55%
      36%
      64%
      79%
      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
      www.circle-research.com/blog
    • Do you have a specific budget for social media?
      Base: All agency respondents (251)
      www.circle-research.com/blog
    • Budget vs. time allocated to social media
      Base: All agency respondents who responded to the question (216/233)
      www.circle-research.com/blog
    • As a percentage of total marketing spend, do you expect your spend on social media to increase or decrease over the next 12 months?
      Base: All agency respondents who knew whether their organisation had a specific budget (240)
      www.circle-research.com/blog
    • Do you expect the amount of time your organisation spends on social media to increase or decrease over the next 12 months?
      Decrease slightly; 0%
      Decrease significantly; 0%
      Base: All agency respondents who knew how much time they dedicated to social media (233)
      www.circle-research.com/blog
    • Which of the following social media techniques are you currently using?
      Company activity
      on social networks
      Proprietary online community
      Company blog
      Online PR
      Base: All agency respondents (251)
      www.circle-research.com/blog
    • What’s the extent of your organisation’s presence on the following social networks?
      Industry specific community
      Base: All agency respondents whose organisations currently use social networks (238)
      www.circle-research.com/blog
    • 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?
      Industry specific community
      I don’t know
      Base: All agency respondents whose organisations currently use social networks (238)
      www.circle-research.com/blog
    • On average, how many times a month does your organisation or designated individual/s representing your organisation tweet?
      50%
      Mean = 62
      Tweets per month
      Base: All agency respondents with a Twitter account (182). Excludes don’t knows
      www.circle-research.com/blog
    • On average, how many times a month does your organisation or designated individual/s representing your organisation blog per month?
      50%
      Mean = 8
      Blogs per month
      Base: All agency respondents with company blogs (157). Excludes don’t knows
      www.circle-research.com/blog
    • On average, how many times a year does your organisation or designated individual/s representing your organisation post videos on its YouTube account
      50%
      Mean = 14
      YouTube videos per month
      Base: All agency respondents with YouTube accounts (114). Excludes don’t knows
      www.circle-research.com/blog
    • Which social networks have you bought promotional services (such as advertising) from in the past 12 months?
      Industry specific community
      None
      Base: All agency respondents whose organisations currently use social networks (238)
      www.circle-research.com/blog
    • Below are some measurements of social media engagement. Please indicate how many people follow your organisation’s Twitter account
      Mean = 1550
      50%
      Twitter followers
      Base: All agency respondents with a company Twitter account (167). Excludes don’t knows
      www.circle-research.com/blog
    • Below are some measurements of social media engagement. Please indicate how many people subscribe to your company blog
      Mean = 922
      50%
      Blog subscribers
      Base: All agency respondents with a company blog (52). Excludes don’t knows
      www.circle-research.com/blog
    • Do you currently use social media to generate leads?
      Base: All agency respondents (251)
      www.circle-research.com/blog