Facebook, Twitter, and YouTube are the cornerstones of most social media strategies. Marketing departments primarily lead social media efforts today, though it is often spread across multiple departments. A third of companies have a senior executive responsible for social media company-wide. Social media is used primarily for advertising, PR, and customer service. Companies see the most benefit from social media in brand building and interactivity in the upper part of the purchase funnel. Measurement of social media spans all stages of the purchase funnel, from reach to transactions. Social media spending is expected to increase significantly as a percentage of digital marketing budgets in the next three years.
2011 Brunswick Study on the Use of Social Media Among Business JournalistsBrunswick Group
Brunswick Research has released the findings of its first global poll among business journalists looking at the influence of social media on stories published via more traditional media channels. The survey found that on balance social media is seen as having a positive effect on the quality of journalism, and will be increasingly important to the angle and content of published stories. Overall, two-thirds claim to have written a story that originated via social media, giving rise to up to one in seven of all published stories.
Social media and the communication profession eacd en univ of st. gallenMarketingfacts
Social media and the communication profession eacd en univ of st. gallen
Source: http://www.eacd-online.eu/_files/news/eacd_1296806141_4d4bb0fd63614.pdf
via:
http://www.molblog.nl/bericht/onderzoek-social-mediagebruik-onder-communicatieprofessionals/
In this webinar, Prescient's CEO and president Toby Ward discusses the findings of the Social Intranet Survey 2011. The Social Intranet Survey was completed by over 1,400 organizations from around the world and provides the most current data and statistics on the prevalence and use of social media tools on the corporate intranet.
The webinar video can be viewed on Prescient's website at: http://www.prescientdigital.com/events/webinars
Social Media for Education: Walk before you run - AMA Higher Educatione-storm international
Presentation delivered by William Gaultier, CEO of e-storm and Kendra Losee, Vice Chancellor of Marketing for National University System on develop a strategic social media plan based on research with students, senior management, competitors.
A true way to get more strategic about social media beyond the tactics.
e-storm has developed this strategic framework for ebates.com, sutter home, microsoft, pleo and many other organizations.
Enjoy! and let us know what you think?
The Rise of Social Media for Professional & Personal UseTodd Wheatland
The Kelly Global Workforce Index is an annual survey revealing opinions about work and the workplace. More than 168,000 people across the Americas, EMEA and APAC regions responded to the 2012 survey. This survey was conducted online by RDA Group on behalf of Kelly Services.
This second installment of the KGWI 2012 findings highlights the use of Social Media for professional & personal use
2011 Brunswick Study on the Use of Social Media Among Business JournalistsBrunswick Group
Brunswick Research has released the findings of its first global poll among business journalists looking at the influence of social media on stories published via more traditional media channels. The survey found that on balance social media is seen as having a positive effect on the quality of journalism, and will be increasingly important to the angle and content of published stories. Overall, two-thirds claim to have written a story that originated via social media, giving rise to up to one in seven of all published stories.
Social media and the communication profession eacd en univ of st. gallenMarketingfacts
Social media and the communication profession eacd en univ of st. gallen
Source: http://www.eacd-online.eu/_files/news/eacd_1296806141_4d4bb0fd63614.pdf
via:
http://www.molblog.nl/bericht/onderzoek-social-mediagebruik-onder-communicatieprofessionals/
In this webinar, Prescient's CEO and president Toby Ward discusses the findings of the Social Intranet Survey 2011. The Social Intranet Survey was completed by over 1,400 organizations from around the world and provides the most current data and statistics on the prevalence and use of social media tools on the corporate intranet.
The webinar video can be viewed on Prescient's website at: http://www.prescientdigital.com/events/webinars
Social Media for Education: Walk before you run - AMA Higher Educatione-storm international
Presentation delivered by William Gaultier, CEO of e-storm and Kendra Losee, Vice Chancellor of Marketing for National University System on develop a strategic social media plan based on research with students, senior management, competitors.
A true way to get more strategic about social media beyond the tactics.
e-storm has developed this strategic framework for ebates.com, sutter home, microsoft, pleo and many other organizations.
Enjoy! and let us know what you think?
The Rise of Social Media for Professional & Personal UseTodd Wheatland
The Kelly Global Workforce Index is an annual survey revealing opinions about work and the workplace. More than 168,000 people across the Americas, EMEA and APAC regions responded to the 2012 survey. This survey was conducted online by RDA Group on behalf of Kelly Services.
This second installment of the KGWI 2012 findings highlights the use of Social Media for professional & personal use
Topline Findings from Wave V of Toolbox.com/AgencyPJA Social Media SurveyGeorge Krautzel
Top findings from a survey series which measures into how professionals are consuming media. Wave V examined how professionals are utilizing social media for career management and building professional reputation.
How do people use social media and networking online to search for jobs and advance their careers? We asked nearly 100,000 people from around the world - their responses will surprise you.
Campus Party 2011 Consumer Social Media SurveyJeffreyGroup
How do consumers view companies and brands that take an active role in communicating with their customers through social media? This survey reveals how consumers expect the brands they patronize to relate to them online, and the findings show that trust and perceptions of reliability increase when brands engage in real dialogue online. Consumers will listen, but they want to be heard as well. When the balance of brand communications favors two-way communication, the brand and its relationships benefit.
This report looks at data from CASE/mStoner/Slover Linett survey of social media in advancement. This data provides a compelling view of what has changed — and what has remained the same since 2010 in the way institutions use social media for advancement. One big change is that some 50% of institutions surveyed use social channels as part of a multi-channel campaign. Contains six case studies of how seven colleges and universities used social media in campaigns.
The sixth wave in a three year study into how professionals are consuming media. This wave delves into corporate social media policy, mobile usage, and activity trends for IT, HR, and finance professionals.
More people are using social media than ever before – and for longer, on an increasingly diverse array of devices. As a result, newsfeeds are cluttered, and fans are more distracted and discerning.
In order to succeed, brands will increasingly turn to real-time creative, analytics and paid media to ensure that high-performing content reaches as many people as possible, at the moment they are most interested, to spark conversations and deepen customer relationships. As media converges, brands will invest in ways to complement original, visual content with fan-sourced creative. Promoting high-performing content that aligns with new “real content” search drivers will become essential. Brands will host epic social events to excite the base and invest in tools that help them target and engage one-on-one more efficiently. And brands will have a little fun in the process, remembering that brandplay can go a long way to telling their story.
There are 10 social media essentials that can help guide brands to achieve success in 2013. We explore these essentials and case studies of brands in action.
Topline Report on 2012 Social Media & Advancement ResearchMichael Stoner
These are the topline findings from the third annual Survey of Social Media in Advancement, conducted by mStoner in partnership with the Council for Advancement and Support of Education (CASE) and Slover Linett Strategies. This document contains demographic data from respondents and tables and data.
This study, which focuses on how institutions manage social media activities related to advancement, was designed and conducted by Slover Linett. The 2012 survey was distributed to CASE members in the US and abroad. Most are college and university professionals working in advancement, development, marketing, alumni relations, and other areas. This year’s response was the largest to date, with 1,187 respondents.
We’re working with our partners there and at CASE on a white paper to be released in July. The white paper will provide a look at deeper some of these results, with a strong focus on how institutions are using social media in campaigns. Half the institutions that responded are using social media channels as an integral part of campaigns, with outcomes that range from boosting attendance at events to raising money. We’ll include about half-a-dozen case studies of campaigns in the white paper.
Learn more about Automotive Digital Marketing at the most popular professional network for car dealers and interactive marketers working in the auto industry at http://www.automotivedigitalmarketing.com/
A thank you to the most influential person within the global recruitment industry. For what he has done to so many people.
Alan Schonberg passed away on Friday, November 15th, 2013. He has left a legacy of leadership, care and friends which will make him a legend in the recruitment world. THANK YOU, ALAN SCHONBERG!
Topline Findings from Wave V of Toolbox.com/AgencyPJA Social Media SurveyGeorge Krautzel
Top findings from a survey series which measures into how professionals are consuming media. Wave V examined how professionals are utilizing social media for career management and building professional reputation.
How do people use social media and networking online to search for jobs and advance their careers? We asked nearly 100,000 people from around the world - their responses will surprise you.
Campus Party 2011 Consumer Social Media SurveyJeffreyGroup
How do consumers view companies and brands that take an active role in communicating with their customers through social media? This survey reveals how consumers expect the brands they patronize to relate to them online, and the findings show that trust and perceptions of reliability increase when brands engage in real dialogue online. Consumers will listen, but they want to be heard as well. When the balance of brand communications favors two-way communication, the brand and its relationships benefit.
This report looks at data from CASE/mStoner/Slover Linett survey of social media in advancement. This data provides a compelling view of what has changed — and what has remained the same since 2010 in the way institutions use social media for advancement. One big change is that some 50% of institutions surveyed use social channels as part of a multi-channel campaign. Contains six case studies of how seven colleges and universities used social media in campaigns.
The sixth wave in a three year study into how professionals are consuming media. This wave delves into corporate social media policy, mobile usage, and activity trends for IT, HR, and finance professionals.
More people are using social media than ever before – and for longer, on an increasingly diverse array of devices. As a result, newsfeeds are cluttered, and fans are more distracted and discerning.
In order to succeed, brands will increasingly turn to real-time creative, analytics and paid media to ensure that high-performing content reaches as many people as possible, at the moment they are most interested, to spark conversations and deepen customer relationships. As media converges, brands will invest in ways to complement original, visual content with fan-sourced creative. Promoting high-performing content that aligns with new “real content” search drivers will become essential. Brands will host epic social events to excite the base and invest in tools that help them target and engage one-on-one more efficiently. And brands will have a little fun in the process, remembering that brandplay can go a long way to telling their story.
There are 10 social media essentials that can help guide brands to achieve success in 2013. We explore these essentials and case studies of brands in action.
Topline Report on 2012 Social Media & Advancement ResearchMichael Stoner
These are the topline findings from the third annual Survey of Social Media in Advancement, conducted by mStoner in partnership with the Council for Advancement and Support of Education (CASE) and Slover Linett Strategies. This document contains demographic data from respondents and tables and data.
This study, which focuses on how institutions manage social media activities related to advancement, was designed and conducted by Slover Linett. The 2012 survey was distributed to CASE members in the US and abroad. Most are college and university professionals working in advancement, development, marketing, alumni relations, and other areas. This year’s response was the largest to date, with 1,187 respondents.
We’re working with our partners there and at CASE on a white paper to be released in July. The white paper will provide a look at deeper some of these results, with a strong focus on how institutions are using social media in campaigns. Half the institutions that responded are using social media channels as an integral part of campaigns, with outcomes that range from boosting attendance at events to raising money. We’ll include about half-a-dozen case studies of campaigns in the white paper.
Learn more about Automotive Digital Marketing at the most popular professional network for car dealers and interactive marketers working in the auto industry at http://www.automotivedigitalmarketing.com/
A thank you to the most influential person within the global recruitment industry. For what he has done to so many people.
Alan Schonberg passed away on Friday, November 15th, 2013. He has left a legacy of leadership, care and friends which will make him a legend in the recruitment world. THANK YOU, ALAN SCHONBERG!
Social Media: Embracing the Opportunities, Averting the Risks WhitepaperElizabeth Lupfer
The "Social Media: Embracing the Opportunities, Averting the Risks webinar" webinar offered insight into business leaders’ views and perceptions on this issue and provided actionable recommendations and advice on the development of social media policies and employee training sessions. The webinar also highlighted the insights gleaned from the recent national study conducted by Russell Herder, in conjunction with Ethos Business Law, on social media trends in the workplace and policy adoption.
In his new book, Steven advises companies to become conversation companies. A conversation company is a very consumer oriented company, relying on the power of people and using social media as a perfect partner. The Conversation Company invests in 4 C's to optimize its conversation potential: customer experience, conversation management, content, collaboration. This report gives an update to which extent companies are investing in these 4 dimensions.
Today Social Media is witnessing a rise in customer participation leading to an equivalent rise in social media applications for customer service. Therefore, organizations need an actionable framework that can respond efficiently and proactively to customer requests and unmet needs.
This presentation focuses on the following
Listening to the entire universe - Why is it important and how should it be approached?
Understanding and measuring customer experience through social media – the possibilities today
Enabling ongoing social media engagement for improving customer experience
How will the changing digital trends influence your marketing? Should you update your social media strategy?
As the social media landscape continues to evolve, it's crucial for traditional media, retailers, nonprofits and brands to understand how people are spending their time, interacting with brands, connecting with one another, and influencing commerce. This presentation takes an in-depth look at the latest social media trends to help you:
Distinguish between hype and reality when it comes to using social media tools to promote your brand and products
Recognize the impact of social media on the consumer and their purchasing behavior
Understand how marketers use social media tactics and establish benchmarks for emerging tactics
Despite growing investments in and increased use of social media, many companies, non-profit organizations, governmental institutions and associations are far from utilizing the full potential of these communication channels. This is revealed by the study “Social Media Governance 2011”, a joint research project organized by the University of Leipzig, pressesprecher magazine, and Fink & Fuchs Public Relations. The study was conducted for the second time this year, following a pilot study in 2010. A total of 596 corporate communication managers in Germany, Austria and Switzerland were surveyed. The study investigated the status quo of Social Media Governance, i.e. the status of regulatory frameworks for the strategic management of social media activities in organizations, identified the parameters and prerequisites for communicating on the social web, and examined the associated changes in the daily work and the required level of expertise.
Empirical study reporting on the expertise, structures and strategies of companies, governmental organisations and non-profiut organizations communicating on the social web. Academic research conducted in Germany, Austria and Switzerland. A total of 596 corporate communication managers were surveyed.
An in-depth social media study conducted by FedEx and Ketchum of more than 60 well-known companies has found that significant changes are on the horizon for the way companies will use social media tools to communicate internally. The study also examines programming, team structure and budgeting trends, including how companies are increasingly working across functions to ensure collaboration on social media projects. Interviewees also discuss why some are eager to take a leadership role in social media while others are comfortable in a more general participatory mode.
Communications Excellence: Tactics Used by BioPharma Execs to Increase Organi...Best Practices
This report will help organizations to improve their efficiency and effectiveness through the creation of internal and external communication processes. It also provides key insights like effective channels for internal and external communication, as well as preferred medium for communications frequently used by executives and others.
Succeeding with Social Media (CASE SMC 12)Michael Stoner
This is the handout of a presentation that Bill Hayward (Slover Linett Strategies) and Michael Stoner did at the CASE Social Media and Community Conference in Chicago, IL, in April 2012. We report on findings from the 2012 CASE/mStoner/Slover Linett Survey of Social Media in Advancement.
EEC 2013: Segmentation Strategies Across ChannelsLiveIntent
We are currently undergoing a radical shift in the delivery of information. As the recipients of today strive for more and more information, they demand to have it THEIR way, as in THEIR media. They require branded content and context; they seek to define the delivery media of their choice; and they want both privacy protection and the benefits of data driven marketing. Learn how to strategically use segmentation strategies to engage and empower your subscribers across channels.
Similar to Buddy Media + Booz co campaigns-to-capabilities-social-media-and-marketing-2011 (20)
ANA programmatic-financial-fog 22-5-17Brian Crotty
A new study of programmatic media trading was released last week. The study, entitled “Programmatic: Seeing Through The Financial Fog” is a joint initiative between the primary US advertiser trade group the ANA, its Canadian equivalent the ACA, Ebiquity (EBQ.L, N/R) and Ad/Fin, and was undertaken to investigate costs and economics of programmatic advertising ecosystem. The study is relevant to digital media technology owners large (i.e. Alphabet’s Google (GOOGL, Hold) and small (i.e. The Trade Desk (TTD, N/R), to digital publishers, agency holding companies including IPG (IPG, Hold), Omnicom (OMC, Hold), Publicis (PUB.PA, Hold) and WPP (WPP.L, Hold) and providers of measurement and data services such as Nielsen (NLSN, Hold) because of the benchmarks the study provides and because of the implications the study suggests about the industry’s evolution.
Babelfish articles oct 16 mar 17 28-3-17 reduxBrian Crotty
In a world where it is increasingly difficult to keep up, let alone stay ahead, I am sharing a collection of meaty articles that passed my screens over the last 6 months. I have divided into 6 topics - The first articles in each section are important reading for those who can´t afford to tread water.
Sharing a collection of articles that I found interesting over the last 6 months - First 20 are important reading for those who can´t afford to tread water.
Sharing a collection of articles that I found interesting over the last 6 months - First 20 are important reading for those who can´t afford to tread water.
Babelfish Articles: Articles that I found interesting and thought it good to share. Items in yellow - priority reads. Ctrl-Click on article in Summary and it will take you to placemark.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
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Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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Buddy Media + Booz co campaigns-to-capabilities-social-media-and-marketing-2011
1. Leading Research Christopher Vollmer
Karen Premo
Campaigns to Capabilities
Social Media & Marketing 2011
Selected Insights
October 2011
2. Facebook, Twitter, and YouTube are the cornerstones of most
social media strategies
Priority Social Media Platforms
(% of respondents listing this platform among their top 3)
Key Observations
Respondents reported that they use
94% multiple social media platforms; sample
average was 4.6
77% Facebook and Twitter are by far the most
broadly used and highest-priority
platforms
Location-based social media is still
emergent
42% MySpace is a priority platform for only a
limited number of respondents; most do
not use it at all
25% 25%
13%
8%
2%
Facebook Twitter YouTube Blogs Company-owned LinkedIn Location- MySpace
social platforms based (e.g.,
Foursquare)
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results
1
3. Today, social media lives primarily within marketing, digital,
and PR
Departments Responsible for Leading Social Media Today
(% of respondents)
81%
Key Observations
Marketing departments are primarily
62% responsible for social media today
However, social media is often sprea
d across multiple departments
48%
More leading-edge companies use
social media for a broader variety of
applications
26%
16%
10% 8% 8%
Marketing Digital PR Customer Research Sales/commerce Product IT
service development
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results
2
4. A third of companies have a senior executive who is responsible
for social media company-wide
Does Your Company Have a Senior Executive Who Is
Responsible for Social Media Company-Wide?
(% of respondents)
Key Observations
Yes
35% Overall, a third of companies
reported that they have a
company-wide head of social
media
The portion rises to 41%
among companies that
consider themselves “best in
65%
No class” or “strong”
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results
3
5. Respondents identified a range of critical success enablers
Social Media Success Factors
(% of respondents who “strongly agree” or “agree”)
Key Observations
Softer factors appear to
94% 93% trump harder factors
90% 90% 88% (budgets, head of social,
86%
83% etc.) in driving success
80% 79%
62%
53%
50%
Ability to adapt Having a clear Clearly Education on A culture that Supporting Training of staff Strong PR Unique content Ability to Dedicated Head of social
& react quickly champion, communicated what can be encourages initiatives with who are not capability that is exclusive coordinate & budget not media
owner support from achieved via experimentation an integrated accustomed to to the audience manage shared with company-wide
executive social media marketing plan using social on each multiple service other digital
management providers initiatives
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results
4
6. Social media is a CEO-level agenda item for many companies
Is Social Media on Your CEO’s Agenda?
(% of respondents)
Don’t know
19%
Key Observations
Yes Though social is not on the agenda
38% of many CEOs, nearly 40% of
respondents reported that is it a
CEO-level agenda item
This suggests that social media
has moved beyond being a “fad”
for many of these companies, and
it is viewed more as a high-
potential business tool
43%
No
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results
5
7. Social media has a range of uses
How Do You Use Your Top Social Media Platforms?
(% of respondents)
Key Observations
Advertising and promotions, PR, and
customer service are the primary uses
today
Emerging uses include market
96% research, sales, and product
88% development
75% In a minority of cases, social media is
also used for internal communications,
recruiting, or content generation
56%
48%
40%
24%
13%
Advertising & PR Customer service Market research Sales/commerce Product Internal Other (recruiting,
promotions development communications content generation,
community)
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results
6
8. Companies view social media as offering the most benefit in the
upper stages of the purchase funnel
Key Observations
Great or Some Benefit from Social Media Companies are deriving significant
(% of respondents)
marketing value from social media
Though the generation of sales and
leads is rated lower than other
benefits, almost half of respondents
90% 89% 88% see it as a benefit of social media
81%
78% 76%
71% 71% 71%
66%
46%
Brand building Interactivity Buzz building Consumer Enhanced Broad reach Creativity & Speed of Lower cost Traffic to Generation of
insights marketing innovation execution our sites sales/leads
effectiveness
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results
7
9. Marketers measure social media across all stages of the purchase
funnel
Metrics Used for Social Media
(% of respondents)
Reach (uniques, PVs, video views, time spent) 88%
Key Observations
Buzz (trending topics, blog mentions, influentials) 66% Companies are still trying to
“crack the code” on the
measurement of social
Engagement (forwards, shares, re-tweets, posts, likes) 93% media
Most respondents report
using multiple approaches to
Participation (fans, followers, check-ins, sign-ups) 92% measuring social media as
metrics mature
Most companies are not yet
Transaction (sales, leads generated) 38% able to link transactions to
social media
Advocacy (comments, feedback, participation in polls) 81%
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results
8
10. Respondents agree that social media will become a bigger part of
their marketing mix
Social Media in the Marketing Mix – Opinions
(% of respondents who “strongly agree” or “agree”)
Key Observations
Though social media is an
increasingly important part of the
90% marketing mix, it is not replacing
other vehicles like search or
owned sites
65% Respondents appear bullish on
54% integration and don’t believe that it
49% is “impossible” to measure
40%
32%
27%
19%
Social metrics Our organization Investing in Social media Social media is Our brand Social media is a Evaluating
should be tailored will integrate social relationships with should be the driving our presence on traffic source that campaigns that
to the needs of the media into all consumers through fastest-growing approach to mobile platforms such as is more important integrate social &
campaign advertising & social media is segment of our marketing Facebook & Twitter than search traditional media
marketing more important to marketing budget is becoming more feels impossible
our brands than important than our today
mass reach own site
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results
9
11. Companies have a range of capabilities already in place or are look
ing to build them Key Observations
Only a handful of companies have all of
Organizational Elements these organizational elements in place
Do Not Have, Not Looking to Build
(% of respondents) today
Building or Will Build Soon However, almost half report that they will
Have Today have all of them in place in one or two
years
7% 3% 9% 4% 4% 9%
16% 16% 16%
25%
29% 34% 37% 41%
32% 47%
28%
35% 56%
46%
40%
44%
65% 63% 59% 59% 56%
50% 49%
38% 35% 35%
15%
Social media Integration of Monitoring Overall Social media KPIs & Social mediaPlatforms/forums Consumer Social Revenue-
policies social media & rapid strategy for agency dashboards creative/content to share insights media-driven generating
into marketing response social media partnerships for social capability results/best generation via customer platforms
plans overall capability in media practices social media service built from
social media channels social media
Note: Numbers may not add up due to rounding.
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results
10
12. Almost all companies report that they are growing their spend on
social media
Future Investments in Social Media
(% of respondents)
Will remain unchanged
5%
Substantially more resources
39%
Key Observations
Companies clearly intend to
spend more on social media in
57% the future to build bigger social
programs and platforms
Somewhat more resources No respondents reported that
they would spend less on
social media in the future
Note: Numbers may not add up due to rounding.
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results
11
13. Hiring full-time employees is the number one investment being
made in social media
Investments in Social – Type Key Observations
(% of respondents)
As companies are building
57% up their social media, they
are focused on hiring in-
house staff
48%
Partners also will play a key
role in supporting
39% 38% companies as they use
social media more widely
25%
16%
14%
Hiring full-time Services provided Creating Media buys Consulting/other IT systems/ Hiring contractors,
employees by partners more content professional partnerships freelancers, or part-
services time employees
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results
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14. Three primary roles make up a social media team
Key Observations
Today, community
management is the most
common role
Looking forward, hiring creative
This Role Is on Our Social Media Team Today talent is the top priority
(% of those with dedicated resources)
63% IT talent is not a priority for
49% social media hiring
36%
30%
10%
Community managers Creative talent (editors, Analysts/strategy resources Senior management (not Product/software developers
content creation) including head of social
media if applicable)
Type of Full-Time Roles We Are Planning to Invest In in the Near Future
(% of respondents investing in FTEs)
72%
59%
43%
28% 24%
Community managers Creative talent (editors, Analysts/strategy resources Senior management (not Product/software developers
content creation) including head of social
media if applicable)
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results
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15. Marketers report that social media spend will increase
significantly as a percentage of digital spend in the next three years
Social Media Spend as a Percentage of Digital Marketing Spend
Today 3 Years from Today
7%
5% 13% Key Observations
28%
Social media will begin to
take up a meaningful share
22% of digital budgets for many
companies
32% Overall digital budgets are
67% also growing, suggesting a
substantial uptick in spend
27% in the coming years
<5% 5%-10% 10%-20% >20%
Note: Includes only those responses where an answer was provided for social media as a percentage of digital both for “today” and for “three years from today.”
Numbers may not add up due to rounding.
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results
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16. Within these budgets, social media is precipitating a shift inside
digital media more than away from other types of ad spend
Which Other Media Budgets Does Social Draw From?
(% of respondents)
Key Observations
79%
Social media is
primarily drawing on
digital media budgets,
likely shifting funds
away from digital
advertising vehicles
such as display
21%
15%
6% 6% 5%
Digital TV Magazines Outdoor Newspapers Radio
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results
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17. Contact Information
New York
Christopher Vollmer
Partner
+1-212-551-6794
christopher.vollmer@booz.com
Karen Premo
Principal
+1-212-551-6683
karen.premo@booz.com
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