Your SlideShare is downloading. ×
THE STATE OF SOCIAL MEDIA &SOCIAL MEDIA MARKETING IN 2012         ESTEBAN CONTRERAS           www.estebancontreras.com
The Social Media Universe is Expanding                                     800 MM+ monthly active users                   ...
Facebook, LinkedIn, Twitter and Tumblr at All-Time Highs                              Former social king MySpace seems to ...
Google Still Gets The Most Unique Visitors in the U.S.                                          Facebook and YouTube are i...
Americans Spend More Time on Facebook Than Any Other Website                                     Facebook has been #1 in t...
Facebook was the #1 Search Term in the U.S. in 2011                                                           For the 3rd ...
Facebook’s Mission: Make the World More Open and Connected                     In other words… Engagement                 ...
Facebook is Shifting Towards “Frictionless” Passive Sharing           Seamless sharing could mean even more engagement    ...
Asian, Black and Hispanic Populations Lead in Usage in the U.S.                               All populations are becoming...
No Surprise: 18-to-34 Year Olds Are Very “Social”                                          Percent of online adults using ...
Social Networks Are a Popular Venue For Casual Games                               61.9 million Americans play social game...
From LinkedIn to Zynga, Social IPOs are On The Rise                                Facebook is expected to go public in 20...
Facebook and Google Continue to be Exit Strategy for Social Startups           2004    2005     2006      2007      2008  ...
Social Networks Now Reach 82% of the World’s Internet Population                                                          ...
Social Networking is Growing in Every Singly Country                               Total time spent on all regions grew by...
Chinese Social Sites are Fighting for China’s Social Graph                                    Sina employees refer to Weib...
Forrester CEO: Social Media Saturation, “Bubble for Social Startups”                                 Some say there’s a bu...
Social Networks in General May be Saturated                                But social media is now an integral part of our...
“Staying in Touch” is a Major Factor in Social Networking                               Social networks allow us to stay c...
The Idea of “Friends” is Changing                                 Percent of all online adults who use social media to com...
The “Interest Graph” is Shifting Attention Away from Classic “Friends”                                   There is a battle...
Google is Creating a Social Layer with Google+                      Google+ is an attempt to map the “Interest Graph”Sourc...
Google+ is Growing Faster Than Other Social Networks                                                                      ...
Pinterest Also Focuses on Shared Passions                                      Visits to Pinterest grew 40-fold in only 6 ...
People are Influenced by Friends / Family / Contacts                                                          People don’t...
Active Social Media Users are Influential Online                                              They also tend to be influen...
Influence is Shifting from Media to Individuals                              Startups are rushing to measure and rank infl...
Messages Have Potential to Reach Many People Within a Network         Influential people can spread messages faster than e...
Today’s Mega Celebrities Engage Directly with Fans                               Some became influential by spreading cont...
Internet Privacy is an Increasingly Hot Topic                                  Internet users contradict themselves about ...
Internet Users Appreciate Transparency                                 They just want to know what data is being collected...
Ultimately, Internet Users Want to Be Responsible for Their Own Privacy                                      Not many want...
Social Media Conversations Reveal What People Truly Care About                                                            ...
Technology Adoption is Accelerating                          Along with consumer’s expectationsSource: eMarketer 2011     ...
Americans are Becoming Seamlessly Connected Multi-taskers            • 40% of tablet and Smartphone owners use            ...
Mobile Social Media Use is On the Rise                                       On-the-go social media is becoming essentialS...
Mobile Social Media Use Will Continue to Rise                                           The 3rd screen is becoming the 1st...
Gartner’s Hype Cycle Evaluates the Maturity of 1,900 Technologies                                                         ...
The Traditional Shopping Process is…                                        Linear, predictable, analog, brand-controlledS...
The New Purchase Journey is…                                Non-Linear, multi-channel, digital, consumer-controlledSource ...
We Have Entered The Age of the Customer                          “In (the age of the customer), companies that thrive, lik...
Consumers Have More Power Than Ever Before                                                     Old strategies must be revi...
Social Media Impacts Businesses                                               Financial                   Risk Mitigation ...
Companies Recognize Various Benefits from Social Media                                             Brand building is #1 pe...
CEOs are Joining Social Media               Some actually engage directly with consumers                                  ...
Social Media is Becoming a CEO-level agenda                                                  Social media is no longer a “...
Today’s CMOs Must Understand the Digital Landscape and Consumer                               Finding a balance between pa...
CMOs Worldwide Plan to Increase the Use of Social Media                                                                   ...
4 out of 5 American Companies Used Social Media Tools in 2011                              Most with social programs have ...
Some Industries Have Not Yet Adopted Social Media                                                        Some companies ne...
Businesses are Divided on Who Should Manage “Social”                                  Only 6% had a dedicated social media...
Marketing, PR and Customer Service are Taking the Lead                              Teams must collaborate to integrate ac...
Social Media Listening is Widely Accepted as Important                                  Some companies have dedicated list...
Social Media Crises Are On the Rise             Social Media Crises Can Occur in Any Industry                             ...
Social Networks Are Becoming Trusted Advisors for Brands                                        Brands are striking deals ...
Experienced Companies Are Integrating Social Media                                   Advanced companies see integration as...
Companies Are Executing Multiple Social Tactics                                Branded social pages are a common marketing...
Daily Group Deals Are Now Mainstream                                            But “Social Shopping” is not yet a reality...
Corporate Websites are Enabling Social Sign-On                                                        Curation is gaining ...
Marketers Recognize the Importance of Facebook                                                 Social media is becoming “c...
Marketers See Facebook As Most Effective Social Media Site                               Consumers prefer Fb marketing vs ...
Consumers “Like” All Kinds of Companies                                             Favorites include entertainment & food...
There is Debate Over the Value of a “Fan”                     Cost Per Acquisition on Facebook                            ...
Brands Have Accumulated Many Fans / Likes Over the Years                                  They are starting to focus more ...
Customers Want Deals and Offers on Facebook                               They also want news, product info and conversati...
Awareness of Location-Based Services and Offers Has Surged                                 Usage far from mainstream, seve...
Over 60% of the Top 100 Brands Have a Google+ Page                                                                        ...
Brands Continue to Strive for “Viral” Videos                                                            Better reach is a ...
There is Great Demand for Skilled Social Media Marketers         Which of the following digital marketing skill sets, if a...
35% of Companies Have a Company-Wide Head of Social Media                                           65% do not have a head...
Most Companies have “Hub and Spoke” or “Centralized” Organizations                                Few companies consider t...
Social Teams Made Up of Communications and Marketing Professionals                                    Average size of corp...
Three Primary Roles Make Up a Social Media Team                                              Creative talent is becoming a...
Companies Have a Range of Capabilities Already In Place                              50% plan to have all these capabiliti...
Large Companies Have Many Social Accounts All Over the World                                  Average # of social media co...
Social Media Teams Have Limited Budgets                                Budgets for 2011                                   ...
Maturity Drives Average Budget, Team Size and Organization                   Maturity Levels                   (Self-Asses...
Hiring Full-Time Employees is a Priority                                 Other priorities: Services, content and media buy...
Significant Staff, Ad Spend, and Community Management Increases in 2011                                         Technology...
Budgets Are Increasing Year-Over-Year                             Staff, social ads and community platforms are priorities...
Social Media is Shifting Dollars from Digital Spend                                 Shifts within digital include display ...
Social Media Spend Will Increase As a Percentage of Digital Spend                              Social media will begin to ...
Internet Ad Spending is Closing the Gap on TV Ad Spending                                             People better recall...
Consumer Behavior Drives Changing Investment                   What is the primary reason that your marketing investments ...
US Marketers Will Spend $3B+ in Social Media Ads in 2011                              2012 global social ad spending will ...
Ad Spending on Facebook is Increasing at a Decreasing Rate                                 Facebook will generate $5.78B i...
Ad Spending on Twitter is Increasing at a Decreasing Rate                                Twitter will generate $259.9M in ...
Budgets Are Rising But ROI is Still Difficult to Measure                            47% Not able to measure value gained f...
Engagement Metrics Are Most Common Methods of Measurement                                  Other methods include sentiment...
Soft Metrics Trump Harder Factors to Determine Social Media Success                                 “Ability to adapt & re...
Top Companies are Developing KPIs & Dashboards, Seeking More Insights                                     Few are building...
Social Strategists’ 2011 Internal Goals led by ROI Measurement                                   Other internal goals: Edu...
Social Strategists’ 2011 External Goals led by Website Integration                                Social corporate website...
Thank YouContact Me:www.estebancontreras.comhttp://gplus.to/estebancontreraswww.facebook.com/estebancontreraswww.twitter.c...
The State of Social Media and Social Media Marketing in 2012
Upcoming SlideShare
Loading in...5
×

The State of Social Media and Social Media Marketing in 2012

193,278

Published on

2013 UPDATE: Get "SOCIAL STATE" (the book!) by Esteban Contreras at http://www.socialstatebook.com

Available on Amazon Kindle, Apple iBooks, B&N Nook, Vook
-----------------------------------------------------------------------------------

ALSO: Check out a 2013 preso at http://bit.ly/socialstate2013 and 2012 mid-year update at http://slidesha.re/2h12social

Social networking is the #1 activity online. Even though Google gets the most visitors, Facebook is where most of us are spending our time. And it's not just about Facebook anymore. We are spending a lot of time on LinkedIn, YouTube, Tumblr and Twitter. While there are some clear major players in the social space, the social media universe continues to expand and 2011 was a banner year for the idea of an "Interest Graph."

In 2011, we saw Google launching Google+ and Pinterest grewing at an astounding rate. Facebook launched "Timeline" and "frictionless sharing" with partners like the much anticipated Spotify. Facebook also acquired design companies and the team behind Gowalla, showing the company's intent to provide a consistent experience across devices and becoming a more prominent player in the mobile space.

2011 was also a big year for social IPOs: From LinkedIn to Groupon and Zynga, small tech startups are becoming public companies. There is much speculation around the existence of a bubble, and some say growth cannot continue because social networks are running out of users. However, Facebook is not yet public and we still don't see a clear exit for Twitter.

There might be saturation, but social media has changed the way we live. And this means social media is no longer a question for marketers. Companies of all sizes have accepted and even embraced the importance of social media. Investments are starting to increase and companies are now building teams to tackle the new risks and opportunities that social media has created. While Facebook and Twitter ad spending is expected to grow only at a decreasing rate, advanced brands are leveraging more digital dollars for their social media marketing strategies and tactics. While "social" has been an afterthought for many years, marketing campaigns and programs are starting to feel inherently social.

This presentation is about the state of social media and social media marketing on January 1st, 2012.

For more content from Esteban Contreras, visit my blog http://www.socialnerdia.com and my personal site http://www.estebancontreras.com

More presentations at http://slideshare.net/socialnerdia

Published in: Technology, Business
64 Comments
557 Likes
Statistics
Notes
No Downloads
Views
Total Views
193,278
On Slideshare
0
From Embeds
0
Number of Embeds
81
Actions
Shares
0
Downloads
3,214
Comments
64
Likes
557
Embeds 0
No embeds

No notes for slide
  • Two-thirds of online adults (66%) use social media platforms such as Facebook, Twitter, MySpace or LinkedIn. These internet users say that connections with family members and friends (both new and old) are a primary consideration in their adoption of social media tools. Roughly two thirds of social media users say that staying in touch with current friends and family members is a major reason they use these sites, while half say that connecting with old friends they’ve lost touch with is a major reason behind their use of these technologies.Other factors play a much smaller role—14% of users say that connecting around a shared hobby or interest is a major reason they use social media, and 9% say that making new friends is equally important. Reading comments by public figures and finding potential romantic partners are cited as major factors by just 5% and 3% of social media users, respectively.Staying in touch with family members is a major factor, especially to womenStaying in touch with current friends and reconnecting with old friends is most relevant for those under the age of 5Middle-aged and older adults place a relatively high value on social media as a tool to connect with others around a hobby and interestConnecting with public figures online is relatively popular among Twitter users, as well as African Americans and Latinos
  • 1900 to 1960 was the age of manufacturing· 1960 to 1990 was the age of distribution1990 to 2010 was the age of information· 2010 and beyond will be the age of the customer.
  • 1900 to 1960 was the age of manufacturing· 1960 to 1990 was the age of distribution1990 to 2010 was the age of information· 2010 and beyond will be the age of the customer.
  • DELLDell Outlet uses Twitter as primary tool to drive awareness/traffic, promote offers and engage with customersUtilizes Twitter-only deals to drive continuous interest and engagementLeverages Twitter to test and shape offers and promotionsOver 1.5M followers to dateDell had generated $6.5M on Twitter as of Dec 2009. They haven't reported an update since then.Dell also lowers costs by responding to customer questions via Twitter. http://econsultancy.com/us/blog/5083-dell-reaches-6-5m-sales-via-twitterHuffington Post:http://allthingsd.com/20090816/huffington-post-and-facebook-go-social-with-connect-on-steroids/People who sign in with Facebook at The Huffington Post view 22% more pages and spend 8 minutes longer than the average reader .The Huffington Post are said to have more than doubled their referral traffic from Facebook since adding social plugins.UNITED example:Chris Ayres created a video of a song called “United Breaks Guitars” accusing the company of breaking his guitar and not offering any kind of solution. The video has received over 10 million views. The video created a lot of bad PR, to the point that it affected the stock price by 10%, costing shareholders millions.http://www.huffingtonpost.com/2009/07/24/united-breaks-guitars-did_n_244357.htmlhttp://youtu.be/5YGc4zOqozo OLD SPICE:Launched to revive the image of the 70 year old Old Spice brandSeries of commercials followed by 186 YouTube videos created in 48 hours, responding to celebrities like Ellen and Alyssa Milano, and tech influencers like Kevin RoseIncreased traffic to oldspice.com by 300%215M views on Youtube (#1 channel to date)1.5M ‘likes’ on FacebookIncreased sales by 27% since launch of campaignhttp://youtu.be/owGykVbfgUE http://adage.com/article/special-report-ana-2010/pritchard-deconstructs-spice-campaign-success/146486/
  • http://www.slideshare.net/eMarketerInc/emarketer-webinar-key-digital-trends-for-2011?from=ss_embed
  • http://www.slideshare.net/eMarketerInc/emarketer-webinar-key-digital-trends-for-2011?from=ss_embed
  • http://www.slideshare.net/eMarketerInc/emarketer-webinar-key-digital-trends-for-2011?from=ss_embed
  • Transcript of "The State of Social Media and Social Media Marketing in 2012"

    1. 1. THE STATE OF SOCIAL MEDIA &SOCIAL MEDIA MARKETING IN 2012 ESTEBAN CONTRERAS www.estebancontreras.com
    2. 2. Social Networks are the Most Popular Activity Online 1 in 5 online minutes spent on SN, Up from 6% in 2007Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011 EC
    3. 3. The Social Media Universe is Expanding 800 MM+ monthly active users 15MM+ users 800MM+ monthly users visit site 15MM+ users 232MM+ monthly active users 6MM+ users 230MM+ users 2MM+ users 135MM+ users 2MM+ users 115MM+ subscribers 2MM+ users 62MM+ users 1.5MM+ users 51MM+ users 500K+ users 20MM+ blogs 100K+ users More people on more social networks than ever beforeSource: Official and Estimated statistics. Facebook, YouTube, Zynga, Twitter, LinkedIn, Groupon, Flickr, Tumblr, Instagram, Foursquare, Pinterest, scvngr, Path, Google+ SlashGear, TechCrunch / Comscore, FastCompany, Oink: TechCrunch, GetGlue, Foodspotting: Soraya Darabi’s LinkedIn EC
    4. 4. Facebook, LinkedIn, Twitter and Tumblr at All-Time Highs Former social king MySpace seems to be fading awaySource:Nielsen, State of the Media: The Social Media Report Q3 2011, Home and Work (May 2011)Source: comScore Media Metrix, U.S., Jun 2007 – May 2011 EC
    5. 5. Google Still Gets The Most Unique Visitors in the U.S. Facebook and YouTube are in the Top 5Source: Nielsen “Tops of 2011: Digital” EC
    6. 6. Americans Spend More Time on Facebook Than Any Other Website Facebook has been #1 in time spent since 2010Source: Citi Investment, Research and Analysis (September 2011)Source: Comscore, February 2011, Nielsen, State of the Media: The Social Media Report Q3 2011 EC
    7. 7. Facebook was the #1 Search Term in the U.S. in 2011 For the 3rd Year in a RowSource: Experian Hitwise, Facebook was the top search term for 2011, based on searches on Bing, Yahoo and Google EC
    8. 8. Facebook’s Mission: Make the World More Open and Connected In other words… Engagement EC
    9. 9. Facebook is Shifting Towards “Frictionless” Passive Sharing Seamless sharing could mean even more engagement EC
    10. 10. Asian, Black and Hispanic Populations Lead in Usage in the U.S. All populations are becoming increasingly socialSource: eMarketer, Nov 2011. EC
    11. 11. No Surprise: 18-to-34 Year Olds Are Very “Social” Percent of online adults using social media monthly, by age But 55+ users are quickly catching upSource: Experian, The 2011 Social Media Consumer Trend and Benchmark Report EC
    12. 12. Social Networks Are a Popular Venue For Casual Games 61.9 million Americans play social games every monthSource: PopCap Games, “2011 PopCap Games Social Gaming Research” Information Solutions GroupSource: Kabam, “Social Gamer Research Study” conducted by ISG, Sep 22 2011Source: Quick Stat: US Social Gaming Revenues to Pass $1 Billion This Year, June 28 2011; eMarketer July 2011 EC
    13. 13. From LinkedIn to Zynga, Social IPOs are On The Rise Facebook is expected to go public in 2012Source: WSJ Market Data Group EC
    14. 14. Facebook and Google Continue to be Exit Strategy for Social Startups 2004 2005 2006 2007 2008 2009 2010 2011Source:Wikipedia EC
    15. 15. Social Networks Now Reach 82% of the World’s Internet Population That’s 1.2 billion peopleSource: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011 EC
    16. 16. Social Networking is Growing in Every Singly Country Total time spent on all regions grew by 35%+ in 2011Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011 EC
    17. 17. Chinese Social Sites are Fighting for China’s Social Graph Sina employees refer to Weibo as “FaceTwitter”Source: Tencent Q3 2011 Financial Report, Sina Weibo Q3 2011 Financial Report EC
    18. 18. Forrester CEO: Social Media Saturation, “Bubble for Social Startups” Some say there’s a bubble for social startupsSource: LeWeb, CNET Dec 8 2011 EC
    19. 19. Social Networks in General May be Saturated But social media is now an integral part of our livesSource: eMarketer Feb 2011, U.S. Social Networking Usage: 2011 Demographic and Behavioral Trends EC
    20. 20. “Staying in Touch” is a Major Factor in Social Networking Social networks allow us to stay connected to friendsSource: Pew Research Center’s Internet & American Life Project, April 26 – May 22, 2011 Spring Tracking Survey, Based on adults who use SNS EC
    21. 21. The Idea of “Friends” is Changing Percent of all online adults who use social media to communicate with… Our “Social Graphs” are expandingSource: Experian, The 2011 Social Media Consumer Trend and Benchmark Report EC
    22. 22. The “Interest Graph” is Shifting Attention Away from Classic “Friends” There is a battle to map peoples’ shared passionsSource: AssetMap Blog, “Why the interest graph will reshape social networks” EC
    23. 23. Google is Creating a Social Layer with Google+ Google+ is an attempt to map the “Interest Graph”Source: Google News EC
    24. 24. Google+ is Growing Faster Than Other Social Networks Time to reach 50 million users (estimate) 67 million people have visited Google+Source: ComscoreSource: Leon Haland, Google+ calculations by Paul Allen, comScore, MySpace, Twitter, Facebook, LinkedIn EC
    25. 25. Pinterest Also Focuses on Shared Passions Visits to Pinterest grew 40-fold in only 6 monthsSource: Hitwise, Pinteresting Trend in Social Media EC
    26. 26. People are Influenced by Friends / Family / Contacts People don’t trust brands as muchSource: Vision Critical, “Online Social Networks: Trust Not Included” Sep 15, 2010 EC
    27. 27. Active Social Media Users are Influential Online They also tend to be influential offlineSource: Nielsen, State of the Media: The Social Media Report Q3 2011 EC
    28. 28. Influence is Shifting from Media to Individuals Startups are rushing to measure and rank influencersSource: Eloqua & JESS3, The Message is the Messenger, March 8 2011Source: Forrester 2010Source: AdWeek, A Million Little Klouts, Dec 14 2001 EC
    29. 29. Messages Have Potential to Reach Many People Within a Network Influential people can spread messages faster than ever EC
    30. 30. Today’s Mega Celebrities Engage Directly with Fans Some became influential by spreading content onlineSource: “Dissecting Justin Bieber” infographic by Crisp Social, Mashable Nov 6 EC
    31. 31. Internet Privacy is an Increasingly Hot Topic Internet users contradict themselves about privacySource: Crowd Science, “JustAsk! Advertising Attitudes & Behaviors Study,” Sep 29, 2011; eMarketer 2011 EC
    32. 32. Internet Users Appreciate Transparency They just want to know what data is being collectedSource: Aimia, “Born This Way: The US Millenial Loyalty Survey” conducted by Harris Interactive, Oct 5, 2011 EC
    33. 33. Ultimately, Internet Users Want to Be Responsible for Their Own Privacy Not many want government to be responsibleSource: Harris Interactive, “Behavioral Advertising and Privacy: What Consumers Think They Know & What Advertisers Need to Do About it”, by TRUSTe July 25, 2011 EC
    34. 34. Social Media Conversations Reveal What People Truly Care About 2011 If it’s important, it’s being talked about onlineSource: Facebook, Twitter EC
    35. 35. Technology Adoption is Accelerating Along with consumer’s expectationsSource: eMarketer 2011 EC
    36. 36. Americans are Becoming Seamlessly Connected Multi-taskers • 40% of tablet and Smartphone owners use them daily while watching TV • People do a variety of tasks when watching TV • 60% checking email • 42% visit social networks • 44% check sports scores • Americans ages 8 to 18 consumer 8.5 hours of media per day due to multitasking. • 25-33% of Americans use more than one input “most of the time” while watching TV, listening to music, or reading. We live in an age of continuous partial attentionSource: Nielsen October 2011, Pew Internet and American Life Project, Kaiser Family Foundation 2005 Survey, Harvard Business Review 2007Source: Room 214 and Crimson Hexagon, “Digital Shifts: How New Media is Changing TV,” March 2 2011 EC
    37. 37. Mobile Social Media Use is On the Rise On-the-go social media is becoming essentialSource: Nielsen, State of the Media: The Social Media Report Q3 2011 EC
    38. 38. Mobile Social Media Use Will Continue to Rise The 3rd screen is becoming the 1st screenSource: eMarketer, 2010, Mobile phone users who have a profile and access social networks from mobile phones EC
    39. 39. Gartner’s Hype Cycle Evaluates the Maturity of 1,900 Technologies Social Activity Analytics Streams Group Buying Virtual Worlds Gamification Location- Aware Apps Internet of Things Social TV Social technologies are maturingSource: Gartner, “Hype Cycle for Emerging Technologies” 2011 EC
    40. 40. The Traditional Shopping Process is… Linear, predictable, analog, brand-controlledSource: The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC
    41. 41. The New Purchase Journey is… Non-Linear, multi-channel, digital, consumer-controlledSource : The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC
    42. 42. We Have Entered The Age of the Customer “In (the age of the customer), companies that thrive, like Best Buy, IBM, and Amazon, are those that tilt their budgets toward customer knowledge and relationships.” - Josh Bernoff, Forrester Research Empowered buyers have on-demand expectationsSource: Forrester, Josh Bernoff, Report: Competitive Strategy In The Age Of The Customer, June 2011 EC
    43. 43. Consumers Have More Power Than Ever Before Old strategies must be revisitedSource: Forrester, Josh Bernoff, Report: Competitive Strategy In The Age Of The Customer, June 2011 EC
    44. 44. Social Media Impacts Businesses Financial Risk Mitigation & New Markets Companies are trying to understand its valueSource: Forrester research, The ROI of Social Media Marketing, Augie Ray EC
    45. 45. Companies Recognize Various Benefits from Social Media Brand building is #1 perceived benefitSource: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
    46. 46. CEOs are Joining Social Media Some actually engage directly with consumers EC
    47. 47. Social Media is Becoming a CEO-level agenda Social media is no longer a “fad”Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
    48. 48. Today’s CMOs Must Understand the Digital Landscape and Consumer Finding a balance between paid, owned and earnedSource: Forrester Research, “Owned Media” EC
    49. 49. CMOs Worldwide Plan to Increase the Use of Social Media Percent of CMOs reporting under-preparedness to manage market factors CMOs at most companies feel unpreparedSource: IBM, “From Stretched to Strengthened: Insights from the Global Chief Marketing Officer Study,” Oct 11, 2011; eMarketer EC
    50. 50. 4 out of 5 American Companies Used Social Media Tools in 2011 Most with social programs have 1-3 years of experienceSource: Altimeter, Social Readiness: How Advanced Companies PrepareSource: Grant Thornton, “International Business Report” as cited in press release Nov 16, 2011.; eMarketer.Source: eMarketer: Key Digital Trends for 2011, Nov 2, 2010 EC
    51. 51. Some Industries Have Not Yet Adopted Social Media Some companies never willSource: SAS and Harvard Business Review, “The New Conversation: Taking Social Media From Talk to Action” Oct 27,2010 EC
    52. 52. Businesses are Divided on Who Should Manage “Social” Only 6% had a dedicated social media group in 2010Source: Altimeter, “Career Path of the Corporate Social Strategist,” Nov 10, 2010 EC
    53. 53. Marketing, PR and Customer Service are Taking the Lead Teams must collaborate to integrate across entire orgSource: Econsultancy, “Social Media and Only PR Report 2010” sponsored by bigmouthmedia, provided to eMarketer Sep 29, 2010 EC
    54. 54. Social Media Listening is Widely Accepted as Important Some companies have dedicated listening centersSource: MarketTools, “Social Media and Customer Feedback,” Oct 25, 2011Source: TEKGROUP International, “2010 Social Media News Survey,” in conjunction with Ken Payne of Western Kentucky University June 16, 2010 EC
    55. 55. Social Media Crises Are On the Rise Social Media Crises Can Occur in Any Industry Causes of 50 Social Media Crises 2011-2011 Poor experiences are #1 cause for crisesSource: Twitter; Altimeter, 50 social media crises occurring between Jan 2011 and August 2011 EC
    56. 56. Social Networks Are Becoming Trusted Advisors for Brands Brands are striking deals with social networksSource: Wall Street Journal, June 30, 2011; Twitter EC
    57. 57. Experienced Companies Are Integrating Social Media Advanced companies see integration as a prioritySource: SmartBrief Inc., “The State of Social Media for Business” conducted by Summus, Limited, Nov 3, 2010 EC
    58. 58. Companies Are Executing Multiple Social Tactics Branded social pages are a common marketing tacticSource: Adobe, “2011 Survey: Digital Marketing in the Next Decade,” April 28, 2011 EC
    59. 59. Daily Group Deals Are Now Mainstream But “Social Shopping” is not yet a realitySource: BIA/Kelsey as cited in press release, March 3, 2011Source: Eversave, “Holiday Online Shopping and Daily Deals Websites,” provided to eMarketer ,Nov 11, 2010Source: JiWire, “Mobile Audience Insights Report: Q1 2011,” May 24, 2011Source: eMarketer, May 2011 EC
    60. 60. Corporate Websites are Enabling Social Sign-On Curation is gaining attentionSource: HiveFire, “Content Curation Adoption Survey 2011,” March 30, 2011Source: Gigya, “The Value of Social Sign-on and the Registered User” conducted by Edge Research, Sep 15, 2010Source: Janrain as cited in company blog, Aug 16, 2010 EC
    61. 61. Marketers Recognize the Importance of Facebook Social media is becoming “critical”Source: eMarketer: Key Digital Trends for 2011, Hubspot, “The 2011 State of Inbound Marketing” March 2, 2011 EC
    62. 62. Marketers See Facebook As Most Effective Social Media Site Consumers prefer Fb marketing vs other social venuesSource: eMarketer; Brandon Hall Group and Covario, “How Does Integration of Social Media Marketing (SMM) Enhance…” May 19,2011Source: Edison Research and Arbitron, “The Social Habit II: The Edison Research/Arbitron Internet and Multimedia Study 2011,” May 28, 2911 EC
    63. 63. Consumers “Like” All Kinds of Companies Favorites include entertainment & foodSource: ROI Research Inc., “S-Net: The Impact of Social Media” sponsored by Perfomics, June 7, 2011; eMarketer EC
    64. 64. There is Debate Over the Value of a “Fan” Cost Per Acquisition on Facebook The Value of a Fan (Various Studies) • $9.56: (money saved in triggering a fan into a purchase or other action assuming a constant acquisition cost of $1-per- click, compared to the cost for a non-fan; calculated by SocialCode). • 2 cents: (offer for 500 new fans for $10.51; eBay). • 57 cents: (offer for 1000 new fans for $57 by this fan- creating agency). • $1.07: (the cost of advertising on Facebook that encourages a user to become a “fan”; Webtrends). • $3.60: (as a media buy to reach 1 million fans; Vitrue). • $71.84: (extra amount fans spend vs. non-fans; Syncapse) • $136.38: (average annualized value of total fan purchases; Syncapse). • 20 extra visits to your web site: (vs. one visit from a non- fan; Hitwise). Some studies estimate $10 while others say $0.02Source: How Much is a FAcebook Fan Worth? $10. Or Possibly 2 cents. Business InsiderSource: Why Brands Still Need Facebook “Fans”, AdAge Digital EC
    65. 65. Brands Have Accumulated Many Fans / Likes Over the Years They are starting to focus more on “Engagement”Source: SocialBakers.comSource: SocialBakers.com, What Facebook brand pages have the best “People Talking About” number? EC
    66. 66. Customers Want Deals and Offers on Facebook They also want news, product info and conversationsSource: PowerReviews and the e-tailing group, “2011 Social Shopping Study, Brief N: Consumer Research Dynamics, Facebook and CommunitiesSource: Millward Brown & Dynamic Logic, “The Value of a Fan” prepared for the World Federation of Advertisers (WFA), March 22, 2011 EC
    67. 67. Awareness of Location-Based Services and Offers Has Surged Usage far from mainstream, several startups exitedSource: Pew Internet & American Life Project, “28% of American Adult Mobile and Social Location-Based Services,” Sep 6 2011; eMarketerSource: Hipcricket, “2011 Mobile Marketing Survey Research Brief, Oct 20, 2011; eMarketer EC
    68. 68. Over 60% of the Top 100 Brands Have a Google+ Page Most Followed Google+ Pages Top 10 Brands: “Share” of Circlers Google+ pages launched on Nov 7, 2011Source: SimplyMeasured “Google+ Brand Page Adoption and Engagement Trends,” eMarketer Nov 16 2011Source: ZoomSphere Google+ Page Statistics EC
    69. 69. Brands Continue to Strive for “Viral” Videos Better reach is a key factorSource: Association of National Advertisers (ANA) as cited in press release, Oct 10, 2011Source: DIGIDAY and YuMe, “State of the Industry on Digital Video,” April 12, 2011Source: Nielsen “Tops of 2011: Digital” EC
    70. 70. There is Great Demand for Skilled Social Media Marketers Which of the following digital marketing skill sets, if any, will you look to acquire in 2011? (select all that apply) 50% of agencies looking to acquire social skill setsSource: Sodaspeaks, Society of Digital Agencies (SoDA) 2011 Digital Marketing Outlook EC
    71. 71. 35% of Companies Have a Company-Wide Head of Social Media 65% do not have a head of social mediaSource: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
    72. 72. Most Companies have “Hub and Spoke” or “Centralized” Organizations Few companies consider themselves a “holistic” orgSource: Altimeter, Social Readiness: How Advanced Companies Prepare EC
    73. 73. Social Teams Made Up of Communications and Marketing Professionals Average size of corporate social media team: 11Source: Altimeter, Social Readiness: How Advanced Companies Prepare EC
    74. 74. Three Primary Roles Make Up a Social Media Team Creative talent is becoming a prioritySource: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
    75. 75. Companies Have a Range of Capabilities Already In Place 50% plan to have all these capabilities in next 2 yearsSource: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
    76. 76. Large Companies Have Many Social Accounts All Over the World Average # of social media corporate accounts: 178Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employees EC
    77. 77. Social Media Teams Have Limited Budgets Budgets for 2011 Avg Annual Social Business Budget Per Corporation by Company Revenue Companies still see social media as an experimentSource: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employees EC
    78. 78. Maturity Drives Average Budget, Team Size and Organization Maturity Levels (Self-Assessed) Advanced teams have 20x the budget of novice teamsSource: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), Maturity Levels; 140 respondents, all over 1000 employees EC
    79. 79. Hiring Full-Time Employees is a Priority Other priorities: Services, content and media buysSource: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
    80. 80. Significant Staff, Ad Spend, and Community Management Increases in 2011 Technology spending also rose substantiallySource: Survey of Corporate Social Strategists, Altimeter Group, November 2010 EC
    81. 81. Budgets Are Increasing Year-Over-Year Staff, social ads and community platforms are prioritiesSource: eConsultancy, “Social Media and Online PR Report 2010” sponsored by bigmouthmediaSource: Booz & Company and Buddy Media: “Campaigns to Capabilities: Social Media Marketing” 2011Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employees EC
    82. 82. Social Media is Shifting Dollars from Digital Spend Shifts within digital include display and search adsSource: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
    83. 83. Social Media Spend Will Increase As a Percentage of Digital Spend Social media will begin to take up a meaningful shareSource: eMarketer Jan 2011, eMarketer Sep 2011; Booz & Company and Buddy Media: “Campaigns to Capabilities: Social Media Marketing” 2011Source: Booz & Company and Buddy Media: “Campaigns to Capabilities: Social Media Marketing” 2011 EC
    84. 84. Internet Ad Spending is Closing the Gap on TV Ad Spending People better recall cross-platform adsSource: Nielsen October 2011, Pew Internet and American Life Project, Kaiser Family Foundation 2005 Survey, Harvard Business Review 2007 Nielsen; Google Cross-Platform Ad Effectiveness Study, 2011 EC
    85. 85. Consumer Behavior Drives Changing Investment What is the primary reason that your marketing investments are changing? (select all that apply) Competitive forces are also a key factorSource: Sodaspeaks, Society of Digital Agencies (SoDA) 2011 Digital Marketing Outlook EC
    86. 86. US Marketers Will Spend $3B+ in Social Media Ads in 2011 2012 global social ad spending will rise by 45% to $8BSource: eMarketer Jan 2011Source: Booz & Company and Buddy Media: “Campaigns to Capabilities: Social Media Marketing” 2011Source: eMarketer Sep 2011 EC
    87. 87. Ad Spending on Facebook is Increasing at a Decreasing Rate Facebook will generate $5.78B in ad revenue in 2012Source: nanigans, Affinity Arbitron, eMarketer, Facebook, Internet World Stats, Nielsen, Newspaper Association of America (Oct 2011); Silicon Alley InsiderSource: eMarketer Sep 2011. Note: Paid advertising only, excludes spending by marketers that goes toward developing or maintaining a Facebook presence EC
    88. 88. Ad Spending on Twitter is Increasing at a Decreasing Rate Twitter will generate $259.9M in ad revenue in 2012Source: eMarketer, Sep 2011. Note: Paid advertising only; excludes spending by marketers that goes toward developing or maintaining a Twitter presence. EC
    89. 89. Budgets Are Rising But ROI is Still Difficult to Measure 47% Not able to measure value gained from investmentSource: Econsultancy, “Social Media and Online PR Report 2010” sponsored by bigmouthmedia; Note: n=347; eMarketerSource: MarketingSherpa, “2011 Social Marketing Benchmark Report, Nov 15, 2011; eMarketer EC
    90. 90. Engagement Metrics Are Most Common Methods of Measurement Other methods include sentiment, traffic and SOVSource: Chief Marketer, “2011 Social Marketing Survery,” Oct 1, 2011Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employees EC
    91. 91. Soft Metrics Trump Harder Factors to Determine Social Media Success “Ability to adapt & react quickly” seen as essentialSource: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
    92. 92. Top Companies are Developing KPIs & Dashboards, Seeking More Insights Few are building revenue-generating platformsSource: Booz & Company and Buddy Media, “Campaigns to Capabilities: Social Media & Marketing,” Oct 4, 2011 EC
    93. 93. Social Strategists’ 2011 Internal Goals led by ROI Measurement Other internal goals: Education and organizationSource: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employees EC
    94. 94. Social Strategists’ 2011 External Goals led by Website Integration Social corporate websites will be a big topic in 2012Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employees EC
    95. 95. Thank YouContact Me:www.estebancontreras.comhttp://gplus.to/estebancontreraswww.facebook.com/estebancontreraswww.twitter.com/socialnerdia

    ×