Your SlideShare is downloading. ×
0
Presented by: Debra Aho Williamson Principal Analyst @DebraWilliamson J A N U A R Y  2 0 ,  2 0 1 1 Social Media  Outlook ...
Trend #1 By 2012, 88% of Marketers Will  Use Social Media
Four in five   companies will use social media tools in 2011; even more in 2012  Twitter: #eMwebinar
Changing consumer usage patterns make social media  a must <ul><li>Facebook is still growing.  It’s a top site around the ...
There’s  still room   for growth 36% 15% 33%
However, not every industry has adopted social media at the same rate—and  some never will
Trend #2 Social Media  Gets Its Share of Marketing Dollars
More than  8 in 10   companies plan spending increases this year Twitter: @eMarketer @DebraWilliamson
Trend #3 Social Media Will Be Integrated into Marketing Planning
The more experienced companies get, the more they realize  the need to integrate   social media
Marketing and PR are  much further along   than other corporate departments Twitter: #eMwebinar
How Intel and GM manage social media “ Intel has been an early adopter in social media, but we haven’t funded it as well a...
Trend #4 Offline Ad Budgets  Will  Be Affected
As marketers funnel more funds toward social media, spending on traditional forms of  advertising  is falling Twitter: #eM...
Social media will  rival email marketing   for budget increases Twitter: @eMarketer @DebraWilliamson
Pepto Shelves Traditional Media <ul><li>July 2010: Cut traditional media spending to 10%-20% of budget </li></ul><ul><li>C...
What Pepto Achieved “ The best results we’ve seen in years.”—P&G <ul><li>200% increase in  online buzz  year-over-year </l...
Trend #5 Facebook is Running Away  With the Display  Ad Market  (or is it?)
Facebook now gets nearly  one-quarter   of all display ad impressions Twitter: #eMwebinar
But social media will also  jockey with search   for ad dollars Twitter: @eMarketer @DebraWilliamson
So  keep your eye on this:  Is Facebook taking search dollars or display dollars?
Trend #6 Consumer Usage  of Social Media  Is Still Rising
Across all generations,  more people than ever   are using social networks
And usage  frequency  is rising, too
Some demographic  trends <ul><li>75% of teens use Facebook.  By age 17, 86% do  (Ipsos Public Affairs) . </li></ul><ul><li...
Trend #7 “ Like” Is Only the Beginning of the Brand Relationship
“ Liking” something is easy—and it’s become  very popular Twitter: #eMwebinar
Some stats to  <ul><li>Facebook serves over  2 billion “like” buttons every day </li></ul><ul><li>Over  2 million websites...
But is it  too  easy to click the “like” button? And does it create a sustained customer relationship?
Strategies for taking consumers  from “like” to love <ul><li>Quality may be more important than quantity.  Use your “likes...
Trend #8 Measurement Will Move Beyond Superficial Brand Metrics
 
Brand metrics are still  the most common   things to measure
Although budgets are rising, the  ROI question is still not answered Twitter: #eMwebinar
Yes, Virginia, social media  CAN  deliver customers <ul><li>There’s no excuse for not measuring.  47% of marketers aren’t ...
Trend #9 Location Is More Than a Check-In
Mobile social network usage will  more than double   between 2010 and 2015
Location-based services have surged but  aren’t yet mainstream
Checking in motivated by prospect of value exchange: obtaining useful information and  finding deals Twitter: #eMwebinar
Marketer spending around location is starting to  ramp up
Trend #10 Coming up: A preview of eMarketer’s latest forecast for social network ad spending in the US and around the world.
Your Marketing Partner for Media, Content and Social Solutions February 21, 2011 <ul><li>Our C ontent Studio : </li></ul><...
Pluck: The Integrated Community Platform February 21, 2011
Pluck: Comprehensive Offerings to Power Your Social Mix February 21, 2011 Tools Technology People <ul><li>150+ Social Obje...
Pluck: Delivering Results That Brands Value <ul><li>Learn more at  www.pluck.com </li></ul>Engagement 8M+ interactions las...
Trend #10 Social Networks Will Grab 11% of  US Online Ad Spending in 2011
US social network ad spending expected to rise  55%  this year 11% of total US online spending Twitter: @eMarketer @DebraW...
Worldwide ad spending on  Facebook   to rise more than $2 billion this year <ul><li>Facebook’s Power:  </li></ul><ul><li>W...
Presented by: Debra Aho Williamson Principal Analyst, eMarketer, Inc. Twitter Hashtag – #eMwebinar Sponsored  by: Social M...
Upcoming SlideShare
Loading in...5
×

Emarketerwebinarsocialmediatrends2011 110121094236-phpapp01

470

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
470
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Emarketerwebinarsocialmediatrends2011 110121094236-phpapp01"

  1. 1. Presented by: Debra Aho Williamson Principal Analyst @DebraWilliamson J A N U A R Y 2 0 , 2 0 1 1 Social Media Outlook for 2011 Sponsored by:
  2. 2. Trend #1 By 2012, 88% of Marketers Will Use Social Media
  3. 3. Four in five companies will use social media tools in 2011; even more in 2012 Twitter: #eMwebinar
  4. 4. Changing consumer usage patterns make social media a must <ul><li>Facebook is still growing. It’s a top site around the world and the fourth largest in the US (comScore) . </li></ul><ul><li>Worldwide usage is rising. Six out of 10 frequent internet users worldwide have a social network profile (UM). </li></ul><ul><li>Brand interactions are increasing. Coupons, deals and discounts are encouraging consumers to engage with marketers. </li></ul>Twitter: #eMwebinar
  5. 5. There’s still room for growth 36% 15% 33%
  6. 6. However, not every industry has adopted social media at the same rate—and some never will
  7. 7. Trend #2 Social Media Gets Its Share of Marketing Dollars
  8. 8. More than 8 in 10 companies plan spending increases this year Twitter: @eMarketer @DebraWilliamson
  9. 9. Trend #3 Social Media Will Be Integrated into Marketing Planning
  10. 10. The more experienced companies get, the more they realize the need to integrate social media
  11. 11. Marketing and PR are much further along than other corporate departments Twitter: #eMwebinar
  12. 12. How Intel and GM manage social media “ Intel has been an early adopter in social media, but we haven’t funded it as well as many of us would like. Social media is not free. We don’t want to tap into our paid media budget. We want to separate those two while driving deeper integration between paid and social media.” — eMarketer interview with Kathleen Malone, senior manager and social media strategist “ The brand teams have never budgeted their own line items [for social media marketing]. Now, marketing rightfully is becoming more involved in the planning and budgeting, and also the strategic side of it. The brands are now baking social into their overall marketing budget.” — eMarketer interview with Christopher Barger, global director of social media Twitter: @eMarketer @DebraWilliamson
  13. 13. Trend #4 Offline Ad Budgets Will Be Affected
  14. 14. As marketers funnel more funds toward social media, spending on traditional forms of advertising is falling Twitter: #eMwebinar
  15. 15. Social media will rival email marketing for budget increases Twitter: @eMarketer @DebraWilliamson
  16. 16. Pepto Shelves Traditional Media <ul><li>July 2010: Cut traditional media spending to 10%-20% of budget </li></ul><ul><li>Created Facebook page, Twitter feed </li></ul><ul><li>Dec. 2010: Posted YouTube videos starring ‘Hangover’ actor Ken Jeong </li></ul>
  17. 17. What Pepto Achieved “ The best results we’ve seen in years.”—P&G <ul><li>200% increase in online buzz year-over-year </li></ul><ul><li>Sales volume up 7% in July, August, November </li></ul><ul><li>83,000 Facebook “likes” (but only 284 Twitter followers) </li></ul>
  18. 18. Trend #5 Facebook is Running Away With the Display Ad Market (or is it?)
  19. 19. Facebook now gets nearly one-quarter of all display ad impressions Twitter: #eMwebinar
  20. 20. But social media will also jockey with search for ad dollars Twitter: @eMarketer @DebraWilliamson
  21. 21. So keep your eye on this: Is Facebook taking search dollars or display dollars?
  22. 22. Trend #6 Consumer Usage of Social Media Is Still Rising
  23. 23. Across all generations, more people than ever are using social networks
  24. 24. And usage frequency is rising, too
  25. 25. Some demographic trends <ul><li>75% of teens use Facebook. By age 17, 86% do (Ipsos Public Affairs) . </li></ul><ul><li>85% of online users ages 45-54 use some form of social media, plus 79% of the 55+ group (Harris Interactive). </li></ul><ul><li>If you are Hispanic, black and/or female you are more likely to use Twitter. But overall, only 8% of online Americans do (Pew) . </li></ul>Twitter: @eMarketer @DebraWilliamson
  26. 26. Trend #7 “ Like” Is Only the Beginning of the Brand Relationship
  27. 27. “ Liking” something is easy—and it’s become very popular Twitter: #eMwebinar
  28. 28. Some stats to <ul><li>Facebook serves over 2 billion “like” buttons every day </li></ul><ul><li>Over 2 million websites have incorporated the functionality </li></ul><ul><li>“ Like” buttons that incorporate faces of friends are up to 10x more likely to be clicked </li></ul>Source: http://www.scribd.com/doc/45301351/Building-your-Social-Presence-Across-the-Web-Social-Plugins-and-APIs-Simon-Cross-Le-Web-Workshop-12-9-10
  29. 29. But is it too easy to click the “like” button? And does it create a sustained customer relationship?
  30. 30. Strategies for taking consumers from “like” to love <ul><li>Quality may be more important than quantity. Use your “likes” wisely; aim to drive more engagement, not just collect fans. </li></ul><ul><li>Ask why. Always strive to learn more: Why was some content “liked” and some not? What does “like” mean to YOUR consumers? </li></ul><ul><li>Don’t assume that “like” lasts forever. It’s an invitation to get closer, but it’s not an open door. </li></ul>Twitter: @eMarketer @DebraWilliamson
  31. 31. Trend #8 Measurement Will Move Beyond Superficial Brand Metrics
  32. 33. Brand metrics are still the most common things to measure
  33. 34. Although budgets are rising, the ROI question is still not answered Twitter: #eMwebinar
  34. 35. Yes, Virginia, social media CAN deliver customers <ul><li>There’s no excuse for not measuring. 47% of marketers aren’t even trying. What?!? ( Econsultancy). </li></ul><ul><li>36% of marketers have used social media to convert a customer from first contact to sale. Another 25% are getting close (R2integrated) . </li></ul><ul><li>Are we looking at measurement the wrong way? A provocative viewpoint: Instead of tracking response to what you do in social media, measure what consumers do and fit your marketing into that.* </li></ul><ul><li>*Donna Hoffman & Marek Fodor, MIT Sloan Management Review, October 2010 </li></ul>Twitter: @eMarketer @DebraWilliamson
  35. 36. Trend #9 Location Is More Than a Check-In
  36. 37. Mobile social network usage will more than double between 2010 and 2015
  37. 38. Location-based services have surged but aren’t yet mainstream
  38. 39. Checking in motivated by prospect of value exchange: obtaining useful information and finding deals Twitter: #eMwebinar
  39. 40. Marketer spending around location is starting to ramp up
  40. 41. Trend #10 Coming up: A preview of eMarketer’s latest forecast for social network ad spending in the US and around the world.
  41. 42. Your Marketing Partner for Media, Content and Social Solutions February 21, 2011 <ul><li>Our C ontent Studio : </li></ul><ul><li>13,000 freelance content creators </li></ul><ul><li>2 million text articles and videos in 2010 </li></ul>Media Our Web Sites attract more than 100MM uniques each month Content Our Studio produced ~2M text articles and videos last year Social Our Pluck Community Platform powers 1B page views per month Social
  42. 43. Pluck: The Integrated Community Platform February 21, 2011
  43. 44. Pluck: Comprehensive Offerings to Power Your Social Mix February 21, 2011 Tools Technology People <ul><li>150+ Social Object Library </li></ul><ul><ul><ul><li>Start Simple </li></ul></ul></ul><ul><ul><ul><li>Differentiate Experiences </li></ul></ul></ul><ul><ul><ul><li>Reach Everywhere </li></ul></ul></ul><ul><li>20+ Components </li></ul><ul><li>Manage Community </li></ul><ul><li>Measure Results </li></ul><ul><li>Protect Brand </li></ul><ul><li>10+ Services Packages </li></ul><ul><li>Move Quickly </li></ul><ul><li>Minimize Costs </li></ul><ul><li>Mitigate Risk </li></ul>
  44. 45. Pluck: Delivering Results That Brands Value <ul><li>Learn more at www.pluck.com </li></ul>Engagement 8M+ interactions last month Insight 500K+ member focus group <ul><li>Conversion </li></ul><ul><ul><ul><li>“ Twice the average trips to stores.” Lowe’s CEO Robert Niblock </li></ul></ul></ul>February 21, 2011
  45. 46. Trend #10 Social Networks Will Grab 11% of US Online Ad Spending in 2011
  46. 47. US social network ad spending expected to rise 55% this year 11% of total US online spending Twitter: @eMarketer @DebraWilliamson
  47. 48. Worldwide ad spending on Facebook to rise more than $2 billion this year <ul><li>Facebook’s Power: </li></ul><ul><li>Will represent 7.7% of US online ad spending in 2011 </li></ul><ul><li>Will control 68% of worldwide social network ad spending in 2011 </li></ul><ul><li>Performance marketers will make up as much as 60% of ad revenues </li></ul>Twitter: #eMwebinar
  48. 49. Presented by: Debra Aho Williamson Principal Analyst, eMarketer, Inc. Twitter Hashtag – #eMwebinar Sponsored by: Social Media Outlook for 2011 Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording. For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions. To learn about eMarketer Total Access please visit www.emarketer.com/products or contact us: (800) 405-0844 [email_address]
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×