Statistic Mar 2013 Mar 2012 Mar 2011 Mar 2010 Sept
Facebook active users 1.1 bn* 901m 640m 350m 250m
Twitter registered users 500m 465m 175m 75m 10m
LinkedIn 200m 150m 100m 50m 49m
Google+ 359m 90m 10m
Pinterest 48m 12m
Social Media Global Stats
*1 in 8 people in the world!
SOURCE: 2009 to 2011 stats - http://econsultancy.com/uk/blog/7334-social-media-statistics-one-year-later
Mar 2012 & Mar 2013 stats - http://www.jeffbulas.com & Global Web Index Data
Online display ads
Digital media landscape
Why are you using social media?
CIM Social Media Benchmark Report – wave 1 April 2012
How does it relate to business strategy?
Business strategy Marketing strategy Marketing plan
• Aspirations & goals
scope & assumptions
• Opportunities &
• Products & services
• Capabilities &
Value drivers & market positioning
Value creating marketing
• Measures &
What does success look like?
Where are we now?
What are the implications?
What do we need to do?
Developed by Baggott, Hansell and Lumley 2012.
How will we do it?
Did it work?
Efficiency AND Engagement
• 14 activities evaluated;
• Four activities = 45% of marketing
spend which achieves or exceeds
• Four activities = 30% spend which
appear effective but do not
provide a satisfactory RoI;
• Two activities = 10% provide a
reasonable RoI but have limited
• Four activities = 15% of spend but
under-perform against effect and
WHAT STEPS WILL YOU TAKE?
Digital media choices...
Share Viral, Social sharing
Webinars, events, crowd sourcing, podcasts,
Twitter, YouTube channel, wikis, forums
Blog, web site design, web surveys, quick video
testimonials, landing pages
Search, promotions, thought leadership, digital PR,
Behavioural engagement modelling
Event Driven “Programmed” RM Comms
ACQUIRE PARTICIPATE ENGAGE SHARE
Sign up for
Clicked on a
pages on web
Take part in
Send on viral
1 2 3 4 5 6 7 8 9 10
Customer Commitment Scale / Customer Engagement Index