In May, R2i conducted a survey in an effort to learn more about the challenges currently faced by marketers when monitoring brands and content on the social web. The survey was geared towards those who currently (or intend to) monitor their company’s brand(s) on the social web, or who does so at an agency on behalf of its clients. Questions? Contact us at marketing@r2integrated.com.

1. Content Marketing and
Publishing Survey
@r2integrated
http://r2integrated.com
Facebook.com/r2integrated
info@r2integrated.com

2. ABOUT THIS SURVEY DATA
• Compiled from two surveys Conducted online
via survey monkey in April and may 2011
• Sources of respondents came from
newsletters, email list buys, the
r2integrated.com site, and social media
promotions
• Respondents were incented with amazon gift
card, kindle and ipad for participation and
thoughtfully-written replies to open-ended
questions
• More than 350 respondents across two
surveys were fielded.

7. WHAT BEST DESCRIBES YOUR ROLE IN THE COMPANY?

8. THINKING OF YOUR COMPANY’S TOTAL ANNUAL BUDGET FOR PAID MEDIA, ABOUT
HOW MUCH OF THIS BUDGET IS ALLOCATED TO THE SOCIAL WEB?
SOCIAL WEB IS DEFINED IN THE BROADEST SENSE: THE MAIN FOUR, PLUS MOBILE SOCIAL,
PLUS THE REST OF THE WEB, WHICH INCLUDES DEAL SITES, SLIDESSHARE AND BLOGS?

9. DO YOU IDENTIFY SPECIFIC BLOGGERS OR COMMENTERS WHO YOU CONSIDER TO
BE INFLUENERS OF YOUR COMPANY’S PRODUCTS AND SERVICES?

10. ABOUT HOW MUCH DO YOU THINK WILL BE ALLOCATED TO THE
SOCIAL WEB 18-24 MONTHS FROM NOW??

11. HOW INTEGRATED WOULD YOU SAY YOUR COMPANY’S SOCIAL WEB STRATEGY IS WITH YOUR
TRADITIONAL MEDIA BUYS AND CREATIVE EFFORTS?

12.
The 5% who describe their social strategy as
‘highly integrated’ all work for companies with
fewer than 500 employees; almost half (46%) of
those in companies with more than 500 employees
view their social strategy as ‘not very’ or ‘not at
all integrated’ with their traditional media buys
and creative efforts.

13. Enterprises with more than 500 employees expect
spending on social to rise by 50% in the coming
two years (from 5.4% to 8.25% of total paid
media).

14. Top approaches to digital media and audience
targeting include:
– CPC buys (38%)
– Behavioral targeting (32%)
– Text ads (30%)
– Video & rich media (28%)
– Networks (27%)
– Content sponsorship (24%, which, as
expected, skews to larger enterprises)

15. One-third (34%) currently identify specific
influencers, and even more (36%) are likely to
do so in the near future.
A wide range of tools are cited (including ‘no
tools used’, ‘elbow grease’, ‘experience in the
industry/word of mouth’), so it’s unclear exactly
how this expected ramp-up will happen and which
tools vendors stand to benefit.
Only 11% rate their tool ‘excellent’, compared
with six in ten (59%) describing it as ‘fair’ or
‘poor’.

16. More than half (57%) of efforts are
currently allocated to the ‘main four’
brands; 7%, to mobile social; and the
remaining 36% is spread across the rest of
the web.
(This distribution is fairly consistent
across company size.)

17. Roughly one in four companies (24%) now
provide unique content for mobile visitors,
though incidence increases with company size
(43% of those with more than 500 employees).
Just over half (53%) integrate third party
content within their branded properties
(consistent across company size).

18. Almost two-thirds (62%) syndicate content
through third-party platforms, including:
Streamed video (39%)
Images & graphics (34%)
Downloadable PDFs (30%)

19. Eight in ten companies distribute some of their
branded content through third parties,
including:
– Facebook (64%)
– Twitter (55%)
– YouTube (51%)
– LinkedIn (38%)
– Blog on branded site (36%)

20. IS YOUR COMPANY PRIMARILY B2B OR B2C?

21. WHAT IS THE SIZE OF YOUR COMPANY?
NOTE: IF YOU WORK FOR AN AGENCY ON BEHALF OF CLIENTS, PLEASE ENTER THE
SIZE OF LARGEST CLIENT YOU WORK WITH.)

22. WHAT INDUSTRY BEST DESCRIBES YOUR COMPANY?

23. ABOUT R2integrated
R2i creates value for our clients through
strategic marketing initiatives that bridge
the customer conversation from branded
properties to social platforms. Our
proprietary technology and interactive
user experiences build and foster online
communities.
@r2integrated
http://r2integrated.com
Facebook.com/r2integrated
info@r2integrated.com
copyright r2integrated, LLC 2009 – confidential and proprietary