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2012 B2B Social Media Marketing - Market Report by TheSocialPeople
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2012 B2B Social Media Marketing - Market Report by TheSocialPeople

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  • 1. Market InsightsSocial Media Analytics & Consulting
  • 2. TheSocialPeople Teaser Click here if you are unable to see the video
  • 3. TheSocialPeople Teaser Click here if you are unable to see the video
  • 4. Top social marketing investment areas: presence, frequency & processes Marketers are looking to invest heavily in social media marketing in 2012. The top quoted areas of social marketing focus include: Increase is reported by %age of survey respondents 80% 70% 59% 60% 50% 40% 20% 0% Presence Frequency Processes
  • 5. Top social marketing challenges: Resources & ROIMarketers are still grappling with how to get sufficient resources and thenbest measure the return on their social marketing investment. %age of respondents This may indicate a disconnect and stalemate between the different Managing and growing social… levels of an organization. 42% Measuring ROI 58% Lack of sufficient resources 77% 0% 20% 40% 60% 80% 100%
  • 6. Social media monitoring practices %age of respondents Becoming a Necessity Plan to do so in 2012 70% Conversations with the same frequency 62% At least a few times a week 78% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
  • 7. Use of social media management platforms %age of respondents Gaining momentum with leaders Planning to use in 2012 25% Already using 19% 0% 5% 10% 15% 20% 25% 30%
  • 8. Social media ROI Top of mind but difficult to measure %age of respondents share of social conversations 40% A little Social mentions of over brand 53% Engagement came in third one third Drive traffic made 66% This strategy is likely more prevalentNumber of new fans further in B2B and certain industries, but and followers 76% more on that in our next cut of the links to Plan to measure in data ROI 2012 30% Measuring in 2011 50% 0% 20% 40% 60% 80%
  • 9. Today’s customers can shop around the globe Their expectations - be they They find out more than ever before consumers, citizens or business about the organizations they’re customers - are soaring dealing with and share their views with hundreds of thousands, if not They can make or break brands millions, of fellow customers overnight
  • 10. Key findings Proactive CMOs are trying to Understand individuals as well as markets CMOs in the most successful enterprises are Focusing on relationships, not just transactions The outperformers are committed to Developing a clear ‘corporate character’ Most CMOs are Struggling in one vital respect - return on investment (ROI)
  • 11. Whats next? Deliver value to Capture Foster lasting empowered value, measure connections customers results
  • 12. Swimming, treading water or drowning?The digital revolution istransforming the marketplace.Empowered customers can see-andsay-more about the organizationsthat serve them than ever before.But this revolution has also leftCMOs struggling to respond.
  • 13. Complexity multiplies Expect high/very high level of 79% complexity over five years Feel prepared for expected 48% complexity 31% Complexity gap
  • 14. What’s hurting most? Feeling the pain Most CMOs are underprepared to manage the impact of key changes in the marketing arena. 71% 68% Percent of CMOs reporting under preparedness 65% 63% 59% 57% 56% 56% 56% 55% 54% 50% 47%Data explosion Social media Growth of Shifting Financial Decreasing Growth market ROI Customer Privacy Global Regulatory Corporate channel and consumer constraints brand loyalty opportunities accountablity collaboration consideration outsourcing considerations transparency device choices demographics and influenceThe biggest headaches
  • 15. The pressure is universal Level of under preparedness to manage market factors Underperforming organisations Outperforming organisations Shifting consumer demographics 78% 57%Growth of channel and device choices 73% 56% Social media 70% 66% Data explosion 77% 65%
  • 16. Deliver value to empowered customersThe most effective CMOs focus ongetting to know individuals, not justmarkets. They mine new digitalinformation sources. And they usecustomer analytics to turn data intoinsights on which theirorganizations can act.
  • 17. Missing the personal touch Sources used to influence strategy decisions Market research 82% “Most CMOs pay Corporate strategy 81% Competitive benchmarking 80% more attention to markets Customer analytics 74% than individuals” Marketing team analysis 69% Customer service feedback 68% Financial metrics 68% Campaign analysis 68% Brand performance analysis 65% Sales/sell-through numbers 61% Key sources to understand Test panels/focus groups 54% individuals R&D insights 52% Consumer-generated reviews 48% Third-party reviews and rankings 42% Retail and shopper analysis 41% Online communications 40% Professional journals 37% Blogs 26% Supply-chain performance 25%
  • 18. Taking charge of the terabytes Plans to increase the use of technology Most CMOs plan to deploy new Social media 82% technologies to grapple with big Customer analytics 81% data. CRM 81% Mobile applications 80% Content management 73% Tablet applications 72% Single view of customer 70% Collaboration tools 68% Predictive analytics 66% Reputation management 63% Search engine optimisation 62% Campaign management 61% Score cards/dashboards 56% Email marketing 46%
  • 19. TheSocialPeople• Social Media Strategy• Social Media Analytics• Social Media Project Management• Social Media Marketing• Social Media Business• Social Media Education
  • 20. Say Hello! TheSocialPeople Inc., solutions@thesocialpeople.net www.thesocialpeople.net http://thesocialpeople.blogspot.com