March, 2011 Social Media Marketing - Friends, Links, Tweets, Lend Me Your Ears!The past decade brought a significant change in buying behavior; social Analyst Insightnetworks are now used to access and share any information on virtually Aberdeen’s Insights provide theevery organization. In June and August 2010, Aberdeen surveyed more than analyst perspective of the450 executives for the 2011 Marketing Executives Agenda. The responses, research as drawn from anreceived from companies of all sizes and across all industry segments, aggregated view of the researchhighlight the crucial factors driving marketing programs: most companies surveys, interviews, andunderstand the rising use of social media and plan to increase their data analysisinvestments in the medium accordingly. However, most organizations arestruggling to develop an adequate business case and strategy to leveragesocial media adequately in the marketing mix. In fact, a majority oforganizations do not have executive support to undertake such efforts. ThisAberdeen Analyst Insight will review how top performing companiesestablish a business case for social media, and use the differentiating factorsthey deploy as a result to improve their marketing effectiveness.Figure 1: 12 Month Marketing Spend Projections 80% 67% 60% 291% Higher 40% 23% 20% 0% Percent of Companies Increasing Spend Number of respondents, n=453 Social Media Traditional Media Source: Aberdeen Group, March 2011Business ContextThe speed and breadth of changes in the marketing arena is intense. Indeed,Aberdeens research from the 2011 Marketing Executives Agenda indicatesthat while companies face greater competition and economic uncertainty,more than half of all marketers surveyed are simultaneously required todemonstrate a measurable ROI with fewer dollars and resources availableto execute them. Yet, survey results indicate that spending on social mediaby all companies will increase by 2.9-times or more over the next 12This document is the result of primary research performed by Aberdeen Group. Aberdeen Groups methodologies provide for objective fact-based research andrepresent the best analysis available at the time of publication. Unless otherwise noted, the entire contents of this publication are copyrighted by Aberdeen Group, Inc.and may not be reproduced, distributed, archived, or transmitted in any form or by any means without prior written consent by Aberdeen Group, Inc.