É expectável que se veja uma mudança na tendência de utilização das redes sociais mais populares até 2014.

1. Social Media
Benchmarking Report
Published March 2013
KEY FINDINGS
In association with:
Social Media Benchmarking Report © B2B Marketing 2013

2. KEY FINDINGS
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b2bmarketing.net/social-
benchmarking-2013
About this report
The Social Media Benchmarking Report was produced by B2B Marketing, in association with Circle Research.
This report highlights key social media trends and activities in B2B organisations. Key findings provide context for the
data and consequent action points provide marketers with takeaways to concentrate on to improve their marketing.
Benchmarking reports are a regular series of products produced by B2B Marketing. They are available free to
Premium Members of B2B Marketing, or otherwise can be purchased online for £150 plus VAT. Key findings are
available to download for free.
Social Media Benchmarking Report © B2B Marketing 2013

3. KEY FINDINGS
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b2bmarketing.net/social-
benchmarking-2013
1. Despite the hype, social is still not a core channel
in B2B
Only one in 10 regard social media as ‘critical’, and just over half regard it as ‘important’. Forty five per cent say it has limited or
no importance.
Social Media Benchmarking Report © B2B Marketing 2013

4. KEY FINDINGS
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020 7438 1370
b2bmarketing.net/social-
benchmarking-2013
2. No improvement in strategic thinking since 2011
Social media still isn’t treated as a strategic discipline – only just over one third have a clearly defined strategy.
Social Media Benchmarking Report © B2B Marketing 2013

5. KEY FINDINGS
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benchmarking-2013
3. B2B marketers unclear on motivations to use
social media
The most popular objective was a tactical one (55 per cent cited driving traffic to their website), closely followed by brand-based ones.
Social Media Benchmarking Report © B2B Marketing 2013

6. KEY FINDINGS
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benchmarking-2013
4. Google+ set to become key B2B social platform
within a year
B2B marketers regard Google+ as a peripheral channel now, and they believe its relevance will treble by 2014.
Social Media Benchmarking Report © B2B Marketing 2013

7. KEY FINDINGS
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benchmarking-2013
5. Video is most popular and most effective type
of content
Video is confirmed as the number one channel, reflecting its strength in terms of its ability to engage with time-poor decision makers.
Social Media Benchmarking Report © B2B Marketing 2013

8. KEY FINDINGS
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020 7438 1370
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benchmarking-2013
Contents of the full report
Section A: Key findings
• Twitter remains on top • Google+ will be most useful • Video content most popular on social media • One third of B2B marketers using
social for demand generation • Caution about who companies allow to represent them • Social media monitoring usage has risen
• Limited ability to demonstrate ROI • Expected increase in social media activity • Social media activity mainly inhouse • Buyers
still sceptical
Section B: Key learnings
• Make sure you’re using new functionalities • Allocate resources carefully • Regularly audit social platforms • Don’t just rely on one voice
• Tie in social with content • Make sure you have the right technology • Go social from within • Don’t let social take over your life • Face
the future
Appendix: Full survey results
• About the respondents • Current use • Budget and resource • Measurement and ROI • Use of monitoring platforms
Social Media Benchmarking Report © B2B Marketing 2013

9. KEY FINDINGS
Order the full report today:
020 7438 1370
b2bmarketing.net/social-
Buy this report benchmarking-2013
This report will help you: benchmark your current social media activity, determine whether you are maximising the
potential of your activity or spend, allocate time and budget resources effectively.
You can buy this report now for just £150 + VAT, or subscribe as a B2B Marketing Premium Member to get unlimited
access to all the reports.
B2B Marketing produces the following types of reports:
•  enchmarking reports: Indepth analysis of key channels, helping marketers benchmark their activities against
B
industry standards.
•  est practice guides: Practical guidance focused on key objectives or utilising particular marketing tools
B
or techniques.
• Business cases: Insight and data to help build a case towards a specific marketing investment.
• Technology evaluation guides: Indepth functional comparison data on a particular type of marketing technology.
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Social Media Benchmarking Report © B2B Marketing 2013