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 survey 2010
 methodology




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




 12                   %

  of brand-side respondents
  are companies from B2B
  marketi...
SEMPO survey 2010
 methodology




 25                   %

  of brand respondents are
  middle-big size companies
  with ...
SEMPO survey 2010
 methodology




 30                     %

  of respondents from the
  service side are full service
  ...
SEMPO survey 2010
 methodology




 50                    %

  of respondents from the
  service/agency side are
  small o...
findings
              social media marketing




budget and spend
social media marketing
       budget          2009




     50                  %

     of companies invested less
     th...
social media marketing
       budget           2010




     59                   %

     of companies will invest on
    ...
social media marketing
       budget          2010




     86                  %

     of agencies expect their
     clie...
social media marketing
       budget          2010




     60                  %

     of agencies expect to
     invoice...
findings
               social media marketing




agency vs. in-house
social media marketing
         resources




     62                  %

     of companies run their
     social media ma...
social media marketing
      outsourcing




     63                     %

     of agencies declared that
     the major ...
social media marketing
      agency fees




     35                   %

     of companies remunerated
     their social ...
social media marketing
      agency fees




     33                   %

     of search mktg services get
     remunerate...
findings
               social media marketing




goals and metrics
social media marketing
                    goals




     51
     of companies aims to
                          %

     i...
social media marketing
                    goals




     57                   %

     of agencies aims to increase
     b...
social media marketing
               metrics




     62                   %

     of companies evaluated
     social med...
social media marketing
              metrics




     68                  %

     of agencies measured social
     media m...
findings
             social media marketing




challenges
social media marketing
        challenges




     63                   %

     of companies struggled in
     measuring t...
social media marketing
        challenges




     58                  %

     of agencies declared that
     their client...
findings
               social media marketing




search integration
social media marketing
       integration




     49                  %

     of companies treat social
     media and se...
social media marketing
       integration




     35                   %

     of B2B companies integrate
     social med...
social media marketing
       integration




     48                   %

     of agencies integrate social
     media an...
social media marketing
impact on search




     42                   %

     of companies stated that the
     rise of so...
social media marketing
impact on search




     34                 %

     of small to medium size
     companies reporte...
social media marketing
impact on search




     56                 %

     of agencies reported a
     moderate impact of...
findings
              social media marketing




target networks
social media marketing
target networks




     74
     of companies adopted
                         %

     Facebook as ...
social media marketing
target networks




     87
     of agencies adopted
                         %

     Facebook as p...
social media marketing
target networks




     83                 %

     of companies used Facebook
     as a primary so...
findings
              social media marketing




new tech trends
social media marketing
new tech trends




     46                  %

     of companies described as
     significant the...
social media marketing
new tech trends




     48                   %

     of agencies described as
     significant the...
more insight?
search engine strategies budgeting search engine optimization
 paid search conversion rates web analytics ch...
full survey!
     get the


             111 pages of industry data available online at
       http://econsultancy.com/rep...
thank you!
massimo burgio
SEMPO board of directors
www.sempo.org
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SEMPO Survey 2010 Social Media Marketing Findings Massimo Burgio

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SEMPO, the Search Engine marketing Professional Organization, issue every year a "State of Search" international survey on all things search marketing, from SEO to PPC to analytics and social media marketing.
I extracted from the SEMPO Survey 2010 all the Social Media Marketing findings, and put together in this presentation that has been shown for the first time at the SAScon Conference 2010 (Search Analytics Social Media) in Manchester, UK (April 2010). For more search and social media marketing info and news visit the Global Search Interactive blog at http://www.globalsearchinteractive.net

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SEMPO Survey 2010 Social Media Marketing Findings Massimo Burgio

  1. 1. social media marketing findings from the SEMPO survey 2010 massimo burgio SEMPO board of directors www.sempo.org
  2. 2. findings social media marketing methodology
  3. 3. 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)
  4. 4. SEMPO survey 2010 methodology 68 participant countries worldwide (38% US respondents, 19% from europe, 7% from asia)
  5. 5. SEMPO survey 2010 methodology 12 % of brand-side respondents are companies from B2B marketing services, 10% from the retail industry, 8% finance sector
  6. 6. 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
  7. 7. SEMPO survey 2010 methodology 30 % of respondents from the service side are full service marketing agencies, 21% search marketing agencies, 4% social media agencies
  8. 8. 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
  9. 9. findings social media marketing budget and spend
  10. 10. social media marketing budget 2009 50 % of companies invested less than $25k for social media in 2009
  11. 11. social media marketing budget 2010 59 % of companies will invest on social media for 2010 more than they did in 2009
  12. 12. 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
  13. 13. social media marketing budget 2010 60 % of agencies expect to invoice less than $100,000 for social media marketing services in 2010
  14. 14. findings social media marketing agency vs. in-house
  15. 15. social media marketing resources 62 % of companies run their social media marketing efforts in-house, with internal resources
  16. 16. 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)
  17. 17. 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)
  18. 18. social media marketing agency fees 33 % of search mktg services get remunerated with time and material compensation (32% adopted a fee per click model)
  19. 19. findings social media marketing goals and metrics
  20. 20. 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)
  21. 21. 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)
  22. 22. social media marketing metrics 62 % of companies evaluated social media mktg success in terms of brand awareness (10% ROI 59% customer engagement)
  23. 23. 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)
  24. 24. findings social media marketing challenges
  25. 25. 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)
  26. 26. 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)
  27. 27. findings social media marketing search integration
  28. 28. social media marketing integration 49 % of companies treat social media and search engine marketing separately (33% integrates search + social media mktg efforts)
  29. 29. 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)
  30. 30. social media marketing integration 48 % of agencies integrate social media and search engine marketing services (39% treats search and social media mktg separately)
  31. 31. 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)
  32. 32. 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)
  33. 33. 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)
  34. 34. findings social media marketing target networks
  35. 35. social media marketing target networks 74 of companies adopted % Facebook as primary social media network to promote their brand (73% prefer Twitter)
  36. 36. social media marketing target networks 87 of agencies adopted % Facebook as primary social media network to promote their clients (80% prefer Twitter)
  37. 37. 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
  38. 38. findings social media marketing new tech trends
  39. 39. 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
  40. 40. 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)
  41. 41. 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
  42. 42. 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
  43. 43. thank you! massimo burgio SEMPO board of directors www.sempo.org

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