Brands2Life Comms Directors Survey
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Brands2Life Comms Directors Survey

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Brands2Life Comms Directors Survey Presentation Transcript

  • 1. The 6th Annual
    C O M M SD I R E C T O RSS U R V E Y
    6/29/2011
    1
    1st July 2011
    Copyright - Brands2Life 2011
  • 2. Background
    100 Communications Directors polled
    31% report to the CEO, 33% to Marketing Director
    84% of the businesses turnover in excess of £100m; 41% over £1bn
    Industry sectors
    21% Financial services
    21% Tech & comms
    18% Manufacturing
    11% Media & entertainment
    10% Retail/CPG
    10% Healthcare
    9% Energy & utilities
    Interviews undertaken by Vanson Bourne in May and June 2011
    6/29/2011
    2
    Copyright - Brands2Life 2011
  • 3. Key Findings
    Integration of communications is top priority for Comms Director role
    Digital and social media strategy and execution is high on the agenda
    Comms Directors still don’t have enough time to think strategically
    Pressure on budgets said to be easing slightly (but some called it wrong last year)
    Just under a third of PR budgets spent on digital and social media on average
    Social media channels, such as Facebook and Twitter, are now key journalist communications tools
    6/29/2011
    3
    Copyright - Brands2Life 2011
  • 4. Key Communications Challenges - YOY
    6/29/2011
    4
    Copyright - Brands2Life 2011
  • 5. Key Comms Challenges – Top Ten in order
    6/29/2011
    5
    Copyright - Brands2Life 2011
  • 6. What are the three most pressing issues facing your team?
    #1 Lack of time to think strategically
    (46% up from 42% in 2010)
    #2 Expectations to do more with less resource
    (42% up from 36%)
    #3 Lack of headcount/headcount freeze (37% down from 45%)
    6/29/2011
    6
    Copyright - Brands2Life 2011
    Ownership of the digital world
    Up from 17% to 30%
    Lack of financial resources
    Down from 38% to 29%
  • 7. Are budgets improving?
    Decreased
    No change
    Increased
    6/29/2011
    7
    Copyright - Brands2Life 2011
  • 8. Are budgets meeting expectations?
    Decrease
    No change
    Increase
    6/29/2011
    8
    Last year 31% said they anticipated a budget cut but 51% actually received one.
    Copyright - Brands2Life 2011
  • 9. Impact of the recession
    6/29/2011
    9
    What has been cut or reduced due to the recession?
    Copyright - Brands2Life 2011
  • 10. Impact of the recession
    6/29/2011
    10
    And what is vulnerable to cuts moving forward?
    Copyright - Brands2Life 2011
  • 11. Where do you get ideas from?
    6/29/2011
    11
    78%
    60%
    42%
    76%
    38%
    29%
    69%
    26%
    32%
    48%
    48%
    33%
    24%
    33%
    30%
    Copyright - Brands2Life 2011
  • 12. Talking to journalists
    6/29/2011
    12
    What techniques are being used to communicate with journalists?
    Copyright - Brands2Life 2011
  • 13. Press Release - Electronic
    67%
    Which techniques do you use to communicate with journalists all the time?
    6/29/2011
    13
    Facebook
    64%
    Social Media Newsroom
    31%
    Twitter
    61%
    Social Media Press Release
    28%
    Photos and still visuals
    8%
    Press Release – Hard Copy
    9%
    Infographics
    13%
    Audio (Podcasts etc)
    9%
    Press Conference and Briefings
    15%
    Videos
    6%
    Copyright - Brands2Life 2011
  • 14. Importance of digital marketing
    6/29/2011
    14
    Copyright - Brands2Life 2011
  • 15. How do you measure the value of your comms work?
    Not asked in 2010
    6/29/2011
    15
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    Share of Voice vs Competitors
    44%
    Coverage volume and messages
    Up from 60% to77%
    Changes in awareness and favourability tracked by third party
    Down from 47% to 42%
    AVES
    Down from 39% to36%
    Enquires and sales leads generated
    by PR
    Down from 44% to34%
    URL click-throughs
    Up from 45% to 49%
    # of followers on social media channels
    Up from 28% to40%
    CPM
    21%
  • 16. The rise of social media
    6/29/2011
    16
    Total PR budget – Average spend on digital and social media
    Social Media
    Digital PR
    Copyright - Brands2Life 2011
  • 17. Digital - Responsibilities
    6/29/2011
    17
    Do you and/or your department have responsibility for any of the following digital marketing areas?
    Which do you think your team should have control of?
    Copyright - Brands2Life 2011
  • 18. The rise of social media
    6/29/2011
    18
    What has been implemented in the past year?
    Copyright - Brands2Life 2011
    (Facebook, MySpace, LinkedIn, etc)
  • 19. The rise of Twitter
    6/29/2011
    19
    What is the comms directors’ experience of Twitter?
    Copyright - Brands2Life 2011
  • 20. Time spent on CSR
    6/29/2011
    20
    What’s happened to the amount of time spent on CSR over the past year?
    Copyright - Brands2Life 2011
  • 21. Money spent on CSR
    6/29/2011
    21
    What’s happened to the amount of money spent on CSR over the past year?
    Copyright - Brands2Life 2011
  • 22. 6/29/2011
    22
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  • 23. The 6th Annual
    C O M M SD I R E C T O RSS U R V E Y
    6/29/2011
    23
    1st July 2011
    Copyright - Brands2Life 2011