The 6th Annual<br />C O M M SD I R E C T O RSS U R V E Y<br />6/29/2011<br />1<br />1st July 2011<br />Copyright - Brands2...
Background<br />100 Communications Directors polled<br />31% report to the CEO, 33% to Marketing Director<br />84% of the ...
Key Findings<br />Integration of communications is top priority for Comms Director role<br />Digital and social media stra...
Key Communications Challenges - YOY<br />6/29/2011<br />4<br />Copyright - Brands2Life 2011<br />
Key Comms Challenges – Top Ten in order<br />6/29/2011<br />5<br />Copyright - Brands2Life 2011<br />
What are the three most pressing issues facing your team?<br />#1 	Lack of time to think 	strategically<br />(46% up from ...
Are budgets improving?<br />Decreased<br />No change<br />Increased<br />6/29/2011<br />7<br />Copyright - Brands2Life 201...
Are budgets meeting expectations?<br />Decrease<br />No change<br />Increase<br />6/29/2011<br />8<br />Last year 31% said...
Impact of the recession<br />6/29/2011<br />9<br />What has been cut or reduced due to the recession?<br />Copyright - Bra...
Impact of the recession<br />6/29/2011<br />10<br />And what is vulnerable to cuts moving forward?<br />Copyright - Brands...
Where do you get ideas from?<br />6/29/2011<br />11<br />78%<br />60%<br />42%<br />76%<br />38%<br />29%<br />69%<br />26...
Talking to journalists<br />6/29/2011<br />12<br />What techniques are being used to communicate with journalists? <br />C...
Press Release - Electronic<br />67%<br />Which techniques do you use to communicate with journalists all the time?<br />6/...
Importance of digital marketing<br />6/29/2011<br />14<br />Copyright - Brands2Life 2011<br />
How do you measure the value of your comms work?<br />Not asked in 2010<br />6/29/2011<br />15<br />Copyright - Brands2Lif...
The rise of social media<br />6/29/2011<br />16<br />Total PR budget – Average spend on digital and social media<br />Soci...
Digital - Responsibilities<br />6/29/2011<br />17<br />Do you and/or your department have responsibility for any of the fo...
The rise of social media<br />6/29/2011<br />18<br />What has been implemented in the past year?<br />Copyright - Brands2L...
The rise of Twitter<br />6/29/2011<br />19<br />What is the comms directors’ experience of Twitter?<br />Copyright - Brand...
Time spent on CSR<br />6/29/2011<br />20<br />What’s happened to the amount of time spent on CSR over the past year? <br /...
Money spent on CSR<br />6/29/2011<br />21<br />What’s happened to the amount of money spent on CSR over the past year? <br...
6/29/2011<br />22<br />Copyright - Brands2Life 2011<br />
The 6th Annual<br />C O M M SD I R E C T O RSS U R V E Y<br />6/29/2011<br />23<br />1st July 2011<br />Copyright - Brands...
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Brands2Life Comms Directors Survey

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Brands2Life Comms Directors Survey

  1. 1. The 6th Annual<br />C O M M SD I R E C T O RSS U R V E Y<br />6/29/2011<br />1<br />1st July 2011<br />Copyright - Brands2Life 2011<br />
  2. 2. Background<br />100 Communications Directors polled<br />31% report to the CEO, 33% to Marketing Director<br />84% of the businesses turnover in excess of £100m; 41% over £1bn<br />Industry sectors<br />21% Financial services<br />21% Tech & comms<br />18% Manufacturing<br />11% Media & entertainment<br />10% Retail/CPG<br />10% Healthcare<br />9% Energy & utilities<br />Interviews undertaken by Vanson Bourne in May and June 2011<br />6/29/2011<br />2<br />Copyright - Brands2Life 2011<br />
  3. 3. Key Findings<br />Integration of communications is top priority for Comms Director role<br />Digital and social media strategy and execution is high on the agenda <br />Comms Directors still don’t have enough time to think strategically<br />Pressure on budgets said to be easing slightly (but some called it wrong last year)<br />Just under a third of PR budgets spent on digital and social media on average<br />Social media channels, such as Facebook and Twitter, are now key journalist communications tools<br />6/29/2011<br />3<br />Copyright - Brands2Life 2011<br />
  4. 4. Key Communications Challenges - YOY<br />6/29/2011<br />4<br />Copyright - Brands2Life 2011<br />
  5. 5. Key Comms Challenges – Top Ten in order<br />6/29/2011<br />5<br />Copyright - Brands2Life 2011<br />
  6. 6. What are the three most pressing issues facing your team?<br />#1 Lack of time to think strategically<br />(46% up from 42% in 2010)<br />#2 Expectations to do more with less resource<br />(42% up from 36%)<br />#3 Lack of headcount/headcount freeze (37% down from 45%)<br />6/29/2011<br />6<br />Copyright - Brands2Life 2011<br />Ownership of the digital world<br />Up from 17% to 30%<br />Lack of financial resources<br />Down from 38% to 29%<br />
  7. 7. Are budgets improving?<br />Decreased<br />No change<br />Increased<br />6/29/2011<br />7<br />Copyright - Brands2Life 2011<br />
  8. 8. Are budgets meeting expectations?<br />Decrease<br />No change<br />Increase<br />6/29/2011<br />8<br />Last year 31% said they anticipated a budget cut but 51% actually received one.<br />Copyright - Brands2Life 2011<br />
  9. 9. Impact of the recession<br />6/29/2011<br />9<br />What has been cut or reduced due to the recession?<br />Copyright - Brands2Life 2011<br />
  10. 10. Impact of the recession<br />6/29/2011<br />10<br />And what is vulnerable to cuts moving forward?<br />Copyright - Brands2Life 2011<br />
  11. 11. Where do you get ideas from?<br />6/29/2011<br />11<br />78%<br />60%<br />42%<br />76%<br />38%<br />29%<br />69%<br />26%<br />32%<br />48%<br />48%<br />33%<br />24%<br />33%<br />30%<br />Copyright - Brands2Life 2011<br />
  12. 12. Talking to journalists<br />6/29/2011<br />12<br />What techniques are being used to communicate with journalists? <br />Copyright - Brands2Life 2011<br />
  13. 13. Press Release - Electronic<br />67%<br />Which techniques do you use to communicate with journalists all the time?<br />6/29/2011<br />13<br />Facebook<br />64%<br />Social Media Newsroom<br />31%<br />Twitter<br />61%<br />Social Media Press Release<br />28%<br />Photos and still visuals<br />8%<br />Press Release – Hard Copy<br />9%<br />Infographics<br />13%<br />Audio (Podcasts etc)<br />9%<br />Press Conference and Briefings<br />15%<br />Videos<br />6%<br />Copyright - Brands2Life 2011<br />
  14. 14. Importance of digital marketing<br />6/29/2011<br />14<br />Copyright - Brands2Life 2011<br />
  15. 15. How do you measure the value of your comms work?<br />Not asked in 2010<br />6/29/2011<br />15<br />Copyright - Brands2Life 2011<br />Share of Voice vs Competitors<br />44%<br />Coverage volume and messages<br />Up from 60% to77%<br />Changes in awareness and favourability tracked by third party<br />Down from 47% to 42%<br />AVES<br />Down from 39% to36%<br />Enquires and sales leads generated <br />by PR<br />Down from 44% to34%<br />URL click-throughs<br />Up from 45% to 49%<br /># of followers on social media channels<br />Up from 28% to40%<br />CPM<br />21%<br />
  16. 16. The rise of social media<br />6/29/2011<br />16<br />Total PR budget – Average spend on digital and social media<br />Social Media<br />Digital PR<br />Copyright - Brands2Life 2011<br />
  17. 17. Digital - Responsibilities<br />6/29/2011<br />17<br />Do you and/or your department have responsibility for any of the following digital marketing areas?<br />Which do you think your team should have control of?<br />Copyright - Brands2Life 2011<br />
  18. 18. The rise of social media<br />6/29/2011<br />18<br />What has been implemented in the past year?<br />Copyright - Brands2Life 2011<br />(Facebook, MySpace, LinkedIn, etc)<br />
  19. 19. The rise of Twitter<br />6/29/2011<br />19<br />What is the comms directors’ experience of Twitter?<br />Copyright - Brands2Life 2011<br />
  20. 20. Time spent on CSR<br />6/29/2011<br />20<br />What’s happened to the amount of time spent on CSR over the past year? <br />Copyright - Brands2Life 2011<br />
  21. 21. Money spent on CSR<br />6/29/2011<br />21<br />What’s happened to the amount of money spent on CSR over the past year? <br />Copyright - Brands2Life 2011<br />
  22. 22. 6/29/2011<br />22<br />Copyright - Brands2Life 2011<br />
  23. 23. The 6th Annual<br />C O M M SD I R E C T O RSS U R V E Y<br />6/29/2011<br />23<br />1st July 2011<br />Copyright - Brands2Life 2011<br />

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