The State of Social Marketing 2012-2013 - Pivot Conference


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Each year, the Pivot team studies the evolving social landscape. For our 2012 -2013, "State of Social Marketing" report, we surveyed 181 social marketers and digital strategists who represent agencies and brands. What we learned is that the fundamental drivers for social media have radically transformed.

Published in: Business, Technology
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  • Great research. It's intriguing that less marketers feel they understand who their social consumers are than one year ago. Several things could be contributing to that decline in confidence.
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The State of Social Marketing 2012-2013 - Pivot Conference

  1. Research Report:State of Social Marketing 2012-2013
  2. This survey was fielded via an internet questionnaire. Respondents weresourced from email and social media outreach by the Pivot Conference.Respondents were offered either a chance to win a $500 AmericanExpress gift card or receive a signed copy of the new book by Brian Solis,Pivot’s executive producer, as an inducement to complete thequestionnaire. The survey responses were taken between September 15and October 7, 2012. 181 surveys were completed during that period.Except where otherwise noted, the base for all questions is the full set ofrespondents.Methodology
  3. Demographic Breakdown of RespondentsA company thatcreatesproducts ordeliversservices, 38.7%Advertising ormarketingagency, 16.6%PR/communicationsagency, 7.2%Consultancy, 13.8%Freelanceservices, 4.4%Other, 19.3%20112012A companythat createsproducts ordeliversservices, 45.8%Advertisingor marketingagency, 19.2%PR/Comunicationsagency, 5.1%Consultancy,12.4%Freelanceservicescompany, 4.5%Other,13.0%Q: Which of the following best describes the type of business where you work?
  4. Yes, 77%No, 23%Fewer think they understand theirSocial Consumers than last yearYes,62%No,38%20112012Q: Do you feel that you have a pretty clear picture of who your company’s current Social Consumers are?
  5. Social Consumers Balanced inGender2012Male, 55%Female,45%2011Male, 51%Female,49%Q: What is the approximate gender balance of your Organization’s Social Consumer today?
  6. 0.00%10.00%20.00%30.00%40.00%50.00%60.00%0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%20112012Social Consumers skew younger in2012, but cover all age groups in similarpatternQ: What is the approximate age range of your Organization’s Social Consumer today?
  7. 0% 10% 20% 30%Dont knowUnder $30,000$30,000 - $49,999$50,000 - $69,000$70,000 - $99,000$100,000 - $150,000More than $150,00020112012Social Consumers now perceived ashaving more income0% 10% 20% 30% 40% 50%Don’t knowUnder $30,000$30,000-$49,999$50,000-$69,000$70,000-$99,000$100,000-$150,000More than $150,000Q: What is the approximate median personal annual income of your Organization’s SocialConsumer today ?
  8. Facebook and Twitter stilldominant, Pinterest jumps into view201120120% 20% 40% 60% 80% 100%OtherBeboMyspaceGoogle+LinkedInTwitterFacebook0% 50% 100% 150%MySpaceOtherGoogle+PinterestLinkedInTwitterFacebookQ: What Social networks do your current Social Consumers use?
  9. 0% 20% 40% 60% 80% 100%LooptPathGowallaLinkedIn MobileFoursquareTwitter MobileFacebook MobileVisual platforms Instagram and Pinterestgain momentum0% 20% 40% 60% 80% 100%RedLaserShopKickOther (please specify)PathGoogle+YelpPinterestLinkedInFoursquareInstagramTwitterFacebook20112012Q: What Social networks/apps are your current Social Consumers most likely to be accessingprimarily from mobile devices?FacebookTwitterLinkedIn
  10. Yes, 35%No, 53%Dontknow, 12%Q: Has your organization asked its Social marketing customers what is the greatest benefit theyexpect from their Social media engagement?Yes, 34%No, 54%Dontknow, 12%20112012Most have not asked Social Consumerswhat they want, still
  11. Q: Which of these benefits do you believe your Social Consumers are expecting from their currentSocial media engagementInsight and content now more importantthan deals0% 20% 40% 60% 80%Other (please specify)Ability to buy within social…Loyalty/rewards for engagementAbility to get what they need in…Ability to offer product…Learn about new productsDeals/promotionsBe part of a branded communityCustomer serviceInsight to help make decisionsExclusive content20112012Ability to offer productfeedback for improvementAbility to get what they need insocial networks, not websites0% 10% 20% 30% 40% 50% 60% 70%Ability to buy within social networksAbility to get what they need in…Be part of a brandedAbility to offer product feedback…Exclusive contentLoyalty/rewards for engagementDeals/promotionsLearn about new productsInsight to help make decisionsCustomer service
  12. 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0Conversations do not drive meaningful business outcomesConsumers just want deals and discountsOur Social media programs were too promotionalIt is difficult to tie ROI to Social mediaSocial for customer service is more important than Social marketingIt is difficult to win over executive supportWe are beginning to use social to develop new products for consumersConsumers unlike and unfollow us when we talk too muchConsumers want something of tangible value in exchange for the…Consumers want “a relationship” with usConsumers want access to exclusive content or informationWe are still experimentingConversations help with brand lift and relevanceMarketers agree conversations lift brandand relevanceQ: With 1 being total disagree and 5 being totally agree, how much do you agree or disagree witheach of the following statements?
  13. Yes, 47%No, Socialmarketing isalready/will bemainstream intheorganizationbythen., 53.3%Yes, 49%No, Socialmarketingis/alreadywill bemainstreamin theorganizationbythen, 51%20112012Slightly more see Social as nowmainstreamQ: One year from now will Social marketing in your organization (or your client’s if you’re a serviceprovider) still be defined by continued experimentation?
  14. 0% 10% 20% 30% 40% 50%OtherLack of cross functional supportLack of metricsExecutive skepticismLack of understanding about benefits of social…Absence of clear social strategy for the brandUnclear outcomesBudgetQ: What prevents your organization from moving beyond experimentation in Social marketing?Base: Respondents who indicated their companies would not move beyond experimentation in 20120% 10% 20% 30% 40% 50% 60% 70%Other (please specify)Absence of a clear Social strategy for the brandLack of cross-functional supportLack of understanding of the benefits of Social mediaLack of metricsExecutive skepticismUnclear outcomesBudget20112012
  15. 0%5%10%15%20%25%30%35%40%2013 2014 2015 Laterthan2015DontknowIncreased realism and maturity with SocialadoptionQ: When do you think your organization will move beyond experimentation in Social Marketing?0%5%10%15%20%25%30%35%40%2013 2014 2015 Laterthan2015Don’tknow2011 2012
  16. Yes, 85%No, 15%Yes, 89%No, 11%Experimentation is fundamental toSocial, marketers agreeQ: Do you feel that experimentation is a permanent fixture in Social marketing?20112012
  17. 0% 10% 20% 30% 40% 50% 60% 70% 80%OtherBudget increaseDevelopment of cross-functional supportExecutive buy-inMetricsClearly defined outcomesDevelopment of clear social strategy for the brandIncreased understanding of the benefits of social mediaQ: What triggered/will trigger in 2013 your Organization’s move beyond experimentation in SocialMarketing? Base: Respondents who indicated Social would move beyond experimentation.0% 10% 20% 30% 40% 50% 60% 70% 80%Other (please specify)Development of cross-functional supportBudget increaseMetricsExecutive buy-inDevelopment of a clear social strategy for the brandClearly defined outcomesIncreased understanding of the benefits of social media20112012Executive buy-in has risen
  18. Yes, 90.2%No, 9.8%Experimentation will continue in SocialQ: Even though Social Marketing has gone/will soon go mainstream in your Organization, do youpersonally feel that experimentation will remain an ongoing element in your Organization’s SocialMarketing plans?20112012Yes, 95.3%No, 4.7%
  19. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Increased salesLead generationPositive sentimentBrand liftConsumer engagementBrand mentionsInfluencing consumer behaviorImproved customer support/servicePRDiscovering points of relevanceEstablishing points of influenceImpact on market value/stock priceQ: What are your Organization’s (or client’s) primary goals for Social Marketing in the next year?Sales still matter, but engagement mattersmore 201120122013
  20. Engagement is key metric for Social in2013Q: One year from now (October 2013), what will be your Organization’s primary measure of successfor Social Marketing?0% 5% 10% 15% 20% 25%ExposureOther (please specify)ImpressionsGreat employee satisfaction/efficiencyIncreased profit marginSocial commerceThe 3F’s: Friends, Fans, FollowersTrafficSalesLeads/referralsConversations/interactionsIncreased salesEngagement
  21. 0%20%40%60%80%100%120%Again, Engagement is PrimeQ: On a scale of 1 to 5, where 1 is of no importance and 5 is critically important, how do you rankthe likely impact of each of these trends on your Organization during 2013?5 4 3 2 1