SEMPO Survey 2010 Social Media Marketing Findings Massimo Burgio

social media marketing findings from the SEMPO survey 2010 massimo burgio SEMPO board of directors www.sempo.org

findings social media marketing methodology

SEMPO survey 2010 methodology 1,472 respondents to the state of search engine marketing report 2010 promoted by SEMPO and econsultancy (527 advertisers + 944 service providers)

SEMPO survey 2010 methodology 68 participant countries worldwide (38% US respondents, 19% from europe, 7% from asia)

SEMPO survey 2010 methodology 12 % of brand-side respondents are companies from B2B marketing services, 10% from the retail industry, 8% finance sector

SEMPO survey 2010 methodology 25 % of brand respondents are middle-big size companies with 101-1000 employees, 20% are small companies of 10-50 employees

SEMPO survey 2010 methodology 30 % of respondents from the service side are full service marketing agencies, 21% search marketing agencies, 4% social media agencies

SEMPO survey 2010 methodology 50 % of respondents from the service/agency side are small organizations <10 employees, 20% are a little bigger, 10-50 employees

findings social media marketing budget and spend

social media marketing budget 2009 50 % of companies invested less than $25k for social media in 2009

social media marketing budget 2010 59 % of companies will invest on social media for 2010 more than they did in 2009

social media marketing budget 2010 86 % of agencies expect their clients to spend more on social media marketing in 2010 than they did in 2009

social media marketing budget 2010 60 % of agencies expect to invoice less than $100,000 for social media marketing services in 2010

findings social media marketing agency vs. in-house

social media marketing resources 62 % of companies run their social media marketing efforts in-house, with internal resources

social media marketing outsourcing 63 % of agencies declared that the major reason for their clients to outsource social media marketing programs is for lacks of in-house skills (58% because SMM is too time-consuming)

social media marketing agency fees 35 % of companies remunerated their social media mktg providers with a flat agency fee (27% adopted a time / material compensation)

social media marketing agency fees 33 % of search mktg services get remunerated with time and material compensation (32% adopted a fee per click model)

findings social media marketing goals and metrics

social media marketing goals 51 of companies aims to % increase brand awareness and enhance reputation through social media (33% aims at driving traffic and generating leads)

social media marketing goals 57 % of agencies aims to increase brand awareness and enhance reputation for their clients through social media mktg (26% aims at driving traffic and generating leads)

social media marketing metrics 62 % of companies evaluated social media mktg success in terms of brand awareness (10% ROI 59% customer engagement)

social media marketing metrics 68 % of agencies measured social media mktg success for their clients in terms of brand awareness (60% customer engagement, 21% number of sales/leads)

findings social media marketing challenges

social media marketing challenges 63 % of companies struggled in measuring the ROI of their social media mktg efforts (37% in integrating with other online/offline mktg, 25% in getting budget, 11% in hiring and retaining talented resources)

social media marketing challenges 58 % of agencies declared that their clients struggled in measuring the ROI of their social media marketing efforts (18% in determining wether to run social media marketing in-house or to outsource it)

findings social media marketing search integration

social media marketing integration 49 % of companies treat social media and search engine marketing separately (33% integrates search + social media mktg efforts)

social media marketing integration 35 % of B2B companies integrate social media and search engine marketing programs (the level of integration is 30% for B2C companies)

social media marketing integration 48 % of agencies integrate social media and search engine marketing services (39% treats search and social media mktg separately)

social media marketing impact on search 42 % of companies stated that the rise of social media had a moderate impact on their search engine marketing programs (10% reported a huge impact)

social media marketing impact on search 34 % of small to medium size companies reported a huge impact of social media marketing in their marketing programs (19% for large size companies)

social media marketing impact on search 56 % of agencies reported a moderate impact of social media marketing in their clients’ search marketing programs (18% reported a huge impact)

findings social media marketing target networks

social media marketing target networks 74 of companies adopted % Facebook as primary social media network to promote their brand (73% prefer Twitter)

social media marketing target networks 87 of agencies adopted % Facebook as primary social media network to promote their clients (80% prefer Twitter)

social media marketing target networks 83 % of companies used Facebook as a primary social media network to promote their brand (68% focused on Digg, Twitter is not reported) – as from SEMPO Survey 2009

findings social media marketing new tech trends

social media marketing new tech trends 46 % of companies described as significant the impact of behavioral targeting on search marketing (31% described as highly significant the impact of personalization of search results

social media marketing new tech trends 48 % of agencies described as significant the impact of video search on search mktg (38% described as highly significant the rise of local search)

more insight? search engine strategies budgeting search engine optimization paid search conversion rates web analytics change in media spend social media marketing outsourcing technology trends

full survey! get the 111 pages of industry data available online at http://econsultancy.com/reports/state-of-search (€150) FREE for SEMPO members! (another good reason to be a SEMPO member) www.sempo.org/join

thank you! massimo burgio SEMPO board of directors www.sempo.org

http://www.slideshare.net	97
http://www.seotallica.com	22
http://www.gtaviani.com	14
url_unknown	10
http://blog.websourcing.fr	9
http://www.lmodules.com	1
http://bo.lt	1

SEMPO Survey 2010 Social Media Marketing Findings Massimo Burgio

by Massimo Burgio

Accessibility

Categories

Upload Details

Usage Rights

7 Embeds 154

Statistics

SEMPO Survey 2010 Social Media Marketing Findings Massimo Burgio Presentation Transcript