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The 2014 
State of Enterprise 
Social Marketing 
Report 
Results from Q1 2014 Commissioned study conducted by Forrester Co...
The 2014 State of Enterprise Social Marketing Report 
2 
AUDIENCE INVOLVEMENT IS A DOMINANT GOAL 
Involving and interactin...
The 2014 State of Enterprise Social Marketing Report 
ENTERPRISE MARKETERS ARE FOCUSED 
ON MEASURING WHAT MATTERS 
Large c...
The 2014 State of Enterprise Social Marketing Report 
4 
Want more insights on how the 
world’s largest companies are 
pla...
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The 2014 State of Enterprise Social Marketing Executive Summary

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In Q1 of 2014, Spredfast commissioned Forrester Consulting to conduct research uncovering how the world’s largest companies organize, plan, and execute social marketing efforts. Preview the The 2014 State of Enterprise Social Marketing Report and download a full copy here: http://sfa.st/1ntzGaR

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The 2014 State of Enterprise Social Marketing Executive Summary

  1. 1. The 2014 State of Enterprise Social Marketing Report Results from Q1 2014 Commissioned study conducted by Forrester Consulting on behalf of Spredfast. HOW THE WORLD’S LARGEST COMPANIES ARE PLANNING, EXECUTING & MEASURING SOCIAL In Q1 of 2014, Spredfast commissioned Forrester Consulting to conduct research uncovering how the world’s largest companies organize, plan, and execute social marketing efforts. Forrester Consulting surveyed 160 senior leaders managing or overseeing digital or social marketing ―Director, Vice-President or C-Level executive―at companies with revenue of one billion dollars or greater. P a r t i c i p a n t s s p a n n e d c o m p a n i e s across eight industry verticals from the United States and Western Europe. The study unearths key insights & trends from the world’s largest companies deploying social marketing programs.
  2. 2. The 2014 State of Enterprise Social Marketing Report 2 AUDIENCE INVOLVEMENT IS A DOMINANT GOAL Involving and interacting with audiences is a chief social marketing initiative. • The primary social marketing business objectives are building brand awareness and brand preference. (See chart) • 73% of companies measure the business value of social marketing through audience resonance (engagement metrics of comments, responses, shares). • 69% of companies encourage and/or recognize customers that talk about them on social networks to foster audience involvement. Build Brand Awareness | 39.2% Build Brand Preference | 29% Drive Direct Leads or Sales | 15.2% Increase Customer Loyalty | 11.2% Provide Customer Service | 3% Other | 2.3% Results from Q1 2014 Commissioned survey conducted by Forrester Consulting on behalf of Spredfast Does not include “all other” responses SOCIAL IS A GROWING PRIORITY FOR THE WORLD’S LARGEST BRANDS Enterprise companies overwhelmingly report social marketing to be a high, and growing, priority from the top-down. • Social marketing is currently an executive-led, and organization-wide, priority. (See chart) • 69% of large companies are increasing staffing for social marketing in 2014. • 42% of large companies have plans to use a social network that wasn’t utilized in 2013. • Social budget is growing faster than total worldwide marketing budget budget. 68% of companies are growing their social marketing budget, compared to only 55% increasing total worldwide marketing budget from 2013 to 2014. Executive Vice-President Senior Vice-President Vice-President | 38.2% CMO | 34.4% Director | 16.7% Other C-Level | 7% Manager | 3.8% Results from Q1 2014 Commissioned survey conducted by Forrester Consulting on behalf of Spredfast “Other / Prefer Not to Say” not included for percentage Senior-Most Executive Responsible for Social Marketing Primary Business Objective of Tactics Across Major Social Networks
  3. 3. The 2014 State of Enterprise Social Marketing Report ENTERPRISE MARKETERS ARE FOCUSED ON MEASURING WHAT MATTERS Large companies are aligning how they measure performance and gain actionable insight from social marketing. • Reach and resonance are the top two measurement areas - aligning with objectives of awareness and preference. (See chart) • Just over half of companies (56%) are tying employee performance to the business value created by social marketing tactics. • Social marketing measurement is not settled science. 73% of companies report continually evolving best practices on measuring business value. SOCIAL IS BEING CONNECTED TO OWNED, BRAND MARKETING Social marketing does not operate in a vacuum. Corporate social marketing tactics and public social content are being incorporated into the broader marketing mix. • 67% of enterprise companies are integrating social with broader (non-social) marketing efforts. (See chart) • 61% of companies curate social content on owned channels. • Most companies are aligning social tactics with the customer purchase journey. • 81% of companies use web analytics tools to connect the business value of social marketing to owned marketing channels. Metrics used to help measure business value created by social marketing tactics 3 Conversion Metrics referrals, unique visitors, lead to purchase Velocity Metrics retweets, repins, shares Quality Metrics likes, ratings, votes Engagement Metrics comments, responses, sharing/shares Volume Metrics number of fans, followers, community members Results from Q1 2014 Commissioned survey conducted by Forrester Consulting on behalf of Spredfast 80% 70% 60% 50% 40% 30% 20% 10% 17.5% Completely agree 22.5% 26.9% 20% 8.6% 3.1% 3.1% Do not agree at all Social marketing efforts integrated with broader marketing efforts Results from Q1 2014 Commissioned survey conducted by Forrester Consulting on behalf of Spredfast 30% 25% 20% 15% 10% 5%
  4. 4. The 2014 State of Enterprise Social Marketing Report 4 Want more insights on how the world’s largest companies are planning, executing and measuring social marketing efforts? Download a copy of the full 2014 State of Enterprise Social Marketing Report. Here's what you'll find inside I. STAFFING AND ORGANIZATION Who owns social within enterprise companies? Which teams and departments are involved? How is staffing growing? II. PRIORITY OF SOCIAL MARKETING FOR BUSINESS What percent of global marketing budget is being allocated to social marketing programs? How are enterprise companies integrating social marketing across broader marketing efforts? III. SOCIAL MARKETING STRATEGY AND TACTICS What are the top business objectives of social marketing programs? What are the most popular network-based and off-network tactics being used? IV. MEASUREMENT AND INSIGHTS OF SOCIAL MARKETING How are companies measuring social marketing success? Which challenges do they face in communicating the business value of social?

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