SlideShare a Scribd company logo
1 of 21
Research Report:
State of Social Marketing 2012-
2013
This survey was fielded via an internet questionnaire. Respondents were
sourced from email and social media outreach by the Pivot Conference.
Respondents were offered either a chance to win a $500 American
Express gift card or receive a signed copy of the new book by Brian Solis,
Pivot’s executive producer, as an inducement to complete the
questionnaire. The survey responses were taken between September 15
and October 7, 2012. 181 surveys were completed during that period.
Except where otherwise noted, the base for all questions is the full set of
respondents.
Methodology
Demographic Breakdown of Respondents
A company that
creates
products or
delivers
services, 38.7%
Advertising or
marketing
agency, 16.6%
PR/communicat
ions
agency, 7.2%
Consultancy, 13
.8%
Freelance
services, 4.4%
Other, 19.3%
20112012
A company
that creates
products or
delivers
services, 45.
8%
Advertising
or marketing
agency, 19.2
%
PR/
Comunicatio
ns
agency, 5.1
%
Consultancy,
12.4%
Freelance
services
company, 4.
5%
Other,
13.0%
Q: Which of the following best describes the type of business where you work?
Yes, 77
%
No, 23
%
Fewer think they understand their
Social Consumers than last year
Yes,
62%
No,
38%
20112012
Q: Do you feel that you have a pretty clear picture of who your company’s current Social Consumers are?
Social Consumers Balanced in
Gender2012
Male, 5
5%
Female,
45%
2011
Male, 51
%
Female,
49%
Q: What is the approximate gender balance of your Organization’s Social Consumer today?
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
20112012
Social Consumers skew younger in
2012, but cover all age groups in similar
pattern
Q: What is the approximate age range of your Organization’s Social Consumer today?
0% 10% 20% 30%
Don't know
Under $30,000
$30,000 - $49,999
$50,000 - $69,000
$70,000 - $99,000
$100,000 - $150,000
More than $150,000
20112012
Social Consumers now perceived as
having more income
0% 10% 20% 30% 40% 50%
Don’t know
Under $30,000
$30,000-$49,999
$50,000-$69,000
$70,000-$99,000
$100,000-$150,000
More than $150,000
Q: What is the approximate median personal annual income of your Organization’s Social
Consumer today ?
Facebook and Twitter still
dominant, Pinterest jumps into view
20112012
0% 20% 40% 60% 80% 100%
Other
Bebo
Myspace
Google+
LinkedIn
Twitter
Facebook
0% 50% 100% 150%
MySpace
Other
Google+
Pinterest
LinkedIn
Twitter
Facebook
Q: What Social networks do your current Social Consumers use?
0% 20% 40% 60% 80% 100%
Loopt
Path
Gowalla
LinkedIn Mobile
Foursquare
Twitter Mobile
Facebook Mobile
Visual platforms Instagram and Pinterest
gain momentum
0% 20% 40% 60% 80% 100%
RedLaser
ShopKick
Other (please specify)
Path
Google+
Yelp
Pinterest
LinkedIn
Foursquare
Instagram
Twitter
Facebook
20112012
Q: What Social networks/apps are your current Social Consumers most likely to be accessing
primarily from mobile devices?
Facebook
Twitter
LinkedIn
Yes, 35
%
No, 53%
Don't
know, 12
%
Q: Has your organization asked its Social marketing customers what is the greatest benefit they
expect from their Social media engagement?
Yes, 34%
No, 54%
Don't
know, 12
%
20112012
Most have not asked Social Consumers
what they want, still
Q: Which of these benefits do you believe your Social Consumers are expecting from their current
Social media engagement
Insight and content now more important
than deals
0% 20% 40% 60% 80%
Other (please specify)
Ability to buy within social…
Loyalty/rewards for engagement
Ability to get what they need in…
Ability to offer product…
Learn about new products
Deals/promotions
Be part of a branded community
Customer service
Insight to help make decisions
Exclusive content
20112012
Ability to offer product
feedback for improvement
Ability to get what they need in
social networks, not websites
0% 10% 20% 30% 40% 50% 60% 70%
Ability to buy within social networks
Ability to get what they need in…
Be part of a branded
Ability to offer product feedback…
Exclusive content
Loyalty/rewards for engagement
Deals/promotions
Learn about new products
Insight to help make decisions
Customer service
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0
Conversations do not drive meaningful business outcomes
Consumers just want deals and discounts
Our Social media programs were too promotional
It is difficult to tie ROI to Social media
Social for customer service is more important than Social marketing
It is difficult to win over executive support
We are beginning to use social to develop new products for consumers
Consumers unlike and unfollow us when we talk too much
Consumers want something of tangible value in exchange for the…
Consumers want “a relationship” with us
Consumers want access to exclusive content or information
We are still experimenting
Conversations help with brand lift and relevance
Marketers agree conversations lift brand
and relevance
Q: With 1 being total disagree and 5 being totally agree, how much do you agree or disagree with
each of the following statements?
Yes, 47%
No, Social
marketing is
already/will be
mainstream in
the
organization
by
then., 53.3%
Yes, 49%
No, Social
marketing
is/already
will be
mainstream
in the
organization
by
then, 51%
20112012
Slightly more see Social as now
mainstream
Q: One year from now will Social marketing in your organization (or your client’s if you’re a service
provider) still be defined by continued experimentation?
0% 10% 20% 30% 40% 50%
Other
Lack of cross functional support
Lack of metrics
Executive skepticism
Lack of understanding about benefits of social…
Absence of clear social strategy for the brand
Unclear outcomes
Budget
Q: What prevents your organization from moving beyond experimentation in Social marketing?
Base: Respondents who indicated their companies would not move beyond experimentation in 2012
0% 10% 20% 30% 40% 50% 60% 70%
Other (please specify)
Absence of a clear Social strategy for the brand
Lack of cross-functional support
Lack of understanding of the benefits of Social media
Lack of metrics
Executive skepticism
Unclear outcomes
Budget
2011
2012
0%
5%
10%
15%
20%
25%
30%
35%
40%
2013 2014 2015 Later
than
2015
Don't
know
Increased realism and maturity with Social
adoption
Q: When do you think your organization will move beyond experimentation in Social Marketing?
0%
5%
10%
15%
20%
25%
30%
35%
40%
2013 2014 2015 Later
than
2015
Don’t
know
2011 2012
Yes, 85%
No, 15%
Yes, 89%
No, 11%
Experimentation is fundamental to
Social, marketers agree
Q: Do you feel that experimentation is a permanent fixture in Social marketing?
20112012
0% 10% 20% 30% 40% 50% 60% 70% 80%
Other
Budget increase
Development of cross-functional support
Executive buy-in
Metrics
Clearly defined outcomes
Development of clear social strategy for the brand
Increased understanding of the benefits of social media
Q: What triggered/will trigger in 2013 your Organization’s move beyond experimentation in Social
Marketing? Base: Respondents who indicated Social would move beyond experimentation.
0% 10% 20% 30% 40% 50% 60% 70% 80%
Other (please specify)
Development of cross-functional support
Budget increase
Metrics
Executive buy-in
Development of a clear social strategy for the brand
Clearly defined outcomes
Increased understanding of the benefits of social media
2011
2012
Executive buy-in has risen
Yes, 90.
2%
No, 9.8%
Experimentation will continue in Social
Q: Even though Social Marketing has gone/will soon go mainstream in your Organization, do you
personally feel that experimentation will remain an ongoing element in your Organization’s Social
Marketing plans?
20112012
Yes, 95.3
%
No, 4.7%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Increased sales
Lead generation
Positive sentiment
Brand lift
Consumer engagement
Brand mentions
Influencing consumer behavior
Improved customer support/service
PR
Discovering points of relevance
Establishing points of influence
Impact on market value/stock price
Q: What are your Organization’s (or client’s) primary goals for Social Marketing in the next year?
Sales still matter, but engagement matters
more 201120122013
Engagement is key metric for Social in
2013
Q: One year from now (October 2013), what will be your Organization’s primary measure of success
for Social Marketing?
0% 5% 10% 15% 20% 25%
Exposure
Other (please specify)
Impressions
Great employee satisfaction/efficiency
Increased profit margin
Social commerce
The 3F’s: Friends, Fans, Followers
Traffic
Sales
Leads/referrals
Conversations/interactions
Increased sales
Engagement
0%
20%
40%
60%
80%
100%
120%
Again, Engagement is Prime
Q: On a scale of 1 to 5, where 1 is of no importance and 5 is critically important, how do you rank
the likely impact of each of these trends on your Organization during 2013?
5 4 3 2 1

More Related Content

What's hot

Technorati 2013 Digital Influence Report
Technorati 2013 Digital Influence ReportTechnorati 2013 Digital Influence Report
Technorati 2013 Digital Influence Report
Gonzalo Martín
 
State of influence 2.0 by Brian Solis and Traackr
State of influence 2.0 by Brian Solis and TraackrState of influence 2.0 by Brian Solis and Traackr
State of influence 2.0 by Brian Solis and Traackr
Brian Solis
 

What's hot (20)

10 Brian Solis Quotes by Prezly
10 Brian Solis Quotes by Prezly10 Brian Solis Quotes by Prezly
10 Brian Solis Quotes by Prezly
 
Community Manager Insights for 2013
Community Manager Insights for 2013Community Manager Insights for 2013
Community Manager Insights for 2013
 
Technorati 2013 Digital Influence Report
Technorati 2013 Digital Influence ReportTechnorati 2013 Digital Influence Report
Technorati 2013 Digital Influence Report
 
Insights: Interviews on the Future of Social Media - Edited by Anil Dash & Gi...
Insights: Interviews on the Future of Social Media - Edited by Anil Dash & Gi...Insights: Interviews on the Future of Social Media - Edited by Anil Dash & Gi...
Insights: Interviews on the Future of Social Media - Edited by Anil Dash & Gi...
 
Debunking the Myths of Social Customer Care by Hootsuite & Zendesk
Debunking the Myths of Social Customer Care by Hootsuite & ZendeskDebunking the Myths of Social Customer Care by Hootsuite & Zendesk
Debunking the Myths of Social Customer Care by Hootsuite & Zendesk
 
The Rise of the Social Customer and Their Impact on Business
The Rise of the Social Customer and Their Impact on BusinessThe Rise of the Social Customer and Their Impact on Business
The Rise of the Social Customer and Their Impact on Business
 
Social media-benchmarks-2015
Social media-benchmarks-2015Social media-benchmarks-2015
Social media-benchmarks-2015
 
Measuring the Influence of Social Media
Measuring the Influence of Social MediaMeasuring the Influence of Social Media
Measuring the Influence of Social Media
 
Creating truly personal omni-channel customer experiences by Brian Solis and ...
Creating truly personal omni-channel customer experiences by Brian Solis and ...Creating truly personal omni-channel customer experiences by Brian Solis and ...
Creating truly personal omni-channel customer experiences by Brian Solis and ...
 
Building Social Movements for Brands - An Analysis of Global Movements
Building Social Movements for Brands - An Analysis of Global MovementsBuilding Social Movements for Brands - An Analysis of Global Movements
Building Social Movements for Brands - An Analysis of Global Movements
 
Post Method for Social Media Strategy
Post Method for Social Media StrategyPost Method for Social Media Strategy
Post Method for Social Media Strategy
 
Basics of Social Media for Business
Basics of Social Media for BusinessBasics of Social Media for Business
Basics of Social Media for Business
 
Enterprise Customer Relationship Management
Enterprise Customer Relationship ManagementEnterprise Customer Relationship Management
Enterprise Customer Relationship Management
 
What's Next: Social Media Trends 2020
What's Next: Social Media Trends 2020 What's Next: Social Media Trends 2020
What's Next: Social Media Trends 2020
 
Big Brands & Facebook: Demographics, Case Studies & Best Practices
Big Brands & Facebook: Demographics, Case Studies & Best PracticesBig Brands & Facebook: Demographics, Case Studies & Best Practices
Big Brands & Facebook: Demographics, Case Studies & Best Practices
 
Bank Whitepaper
Bank WhitepaperBank Whitepaper
Bank Whitepaper
 
Social networking tools for enterprises 2
Social networking tools for enterprises   2Social networking tools for enterprises   2
Social networking tools for enterprises 2
 
Social CRM: Laying the Foundation
Social CRM: Laying the FoundationSocial CRM: Laying the Foundation
Social CRM: Laying the Foundation
 
E Consultancy Social Media Monetisation Case Study
E Consultancy Social Media Monetisation Case StudyE Consultancy Social Media Monetisation Case Study
E Consultancy Social Media Monetisation Case Study
 
State of influence 2.0 by Brian Solis and Traackr
State of influence 2.0 by Brian Solis and TraackrState of influence 2.0 by Brian Solis and Traackr
State of influence 2.0 by Brian Solis and Traackr
 

Viewers also liked

Viewers also liked (15)

The Inevitability of a Mobile-Only Customer Experience
The Inevitability of a Mobile-Only Customer ExperienceThe Inevitability of a Mobile-Only Customer Experience
The Inevitability of a Mobile-Only Customer Experience
 
17 Cartoons That Will Change Your Business by @BrianSolis @Gapingvoid
17 Cartoons That Will Change Your Business by @BrianSolis @Gapingvoid17 Cartoons That Will Change Your Business by @BrianSolis @Gapingvoid
17 Cartoons That Will Change Your Business by @BrianSolis @Gapingvoid
 
The Future of Digital Music and Artistry - Brian Solis at Midem 2015
The Future of Digital Music and Artistry - Brian Solis at Midem 2015The Future of Digital Music and Artistry - Brian Solis at Midem 2015
The Future of Digital Music and Artistry - Brian Solis at Midem 2015
 
Dell B2B Huddle UK with Brian Solis
Dell B2B Huddle UK with Brian SolisDell B2B Huddle UK with Brian Solis
Dell B2B Huddle UK with Brian Solis
 
LeWeb 2014: Disruption as an Ecosystem by Brian Solis
LeWeb 2014: Disruption as an Ecosystem by Brian SolisLeWeb 2014: Disruption as an Ecosystem by Brian Solis
LeWeb 2014: Disruption as an Ecosystem by Brian Solis
 
The 7 Success Factors of Social Business Strategy [INFOGRAPHIC]
The 7 Success Factors of Social Business Strategy [INFOGRAPHIC]The 7 Success Factors of Social Business Strategy [INFOGRAPHIC]
The 7 Success Factors of Social Business Strategy [INFOGRAPHIC]
 
SXSW 2011 Keynote: Welcome to the EGOsystem, how much are you worth
SXSW 2011 Keynote: Welcome to the EGOsystem, how much are you worthSXSW 2011 Keynote: Welcome to the EGOsystem, how much are you worth
SXSW 2011 Keynote: Welcome to the EGOsystem, how much are you worth
 
Official Slideshare for What's the Future of Business by Brian Solis #WTF
Official Slideshare for What's the Future of Business by Brian Solis #WTFOfficial Slideshare for What's the Future of Business by Brian Solis #WTF
Official Slideshare for What's the Future of Business by Brian Solis #WTF
 
25 Disruptive Technology Trends 2015 - 2016
25 Disruptive Technology Trends 2015 - 201625 Disruptive Technology Trends 2015 - 2016
25 Disruptive Technology Trends 2015 - 2016
 
26 Disruptive & Technology Trends 2016 - 2018
26 Disruptive & Technology Trends 2016 - 201826 Disruptive & Technology Trends 2016 - 2018
26 Disruptive & Technology Trends 2016 - 2018
 
15 Startups to Watch in 2015 -2016 by Brian Solis
15 Startups to Watch in 2015 -2016 by Brian Solis15 Startups to Watch in 2015 -2016 by Brian Solis
15 Startups to Watch in 2015 -2016 by Brian Solis
 
Solving for X: Why the Future of Business is Experiential
Solving for X: Why the Future of Business is ExperientialSolving for X: Why the Future of Business is Experiential
Solving for X: Why the Future of Business is Experiential
 
The Race to 2021: The State of Autonomous Vehicles and a "Who's Who" of Indus...
The Race to 2021: The State of Autonomous Vehicles and a "Who's Who" of Indus...The Race to 2021: The State of Autonomous Vehicles and a "Who's Who" of Indus...
The Race to 2021: The State of Autonomous Vehicles and a "Who's Who" of Indus...
 
2014-10-23 Digital Transformation, Digital Darwinism
2014-10-23 Digital Transformation, Digital Darwinism2014-10-23 Digital Transformation, Digital Darwinism
2014-10-23 Digital Transformation, Digital Darwinism
 
How Uber turbo-charged the Sharing Economy Business Model
How Uber turbo-charged the Sharing Economy Business ModelHow Uber turbo-charged the Sharing Economy Business Model
How Uber turbo-charged the Sharing Economy Business Model
 

Similar to The State of Social Marketing 2012-2013 - Pivot Conference

Social media and multichannel consumer
Social media and multichannel consumerSocial media and multichannel consumer
Social media and multichannel consumer
Barry Dalton
 
Role of Social Media
Role of Social MediaRole of Social Media
Role of Social Media
Vivek Roy
 

Similar to The State of Social Marketing 2012-2013 - Pivot Conference (20)

Earn it dont buy it presentation
Earn it dont buy it presentationEarn it dont buy it presentation
Earn it dont buy it presentation
 
Tips and Techniques to Measure Social Media Measurement 2009
Tips and Techniques to Measure  Social Media Measurement 2009Tips and Techniques to Measure  Social Media Measurement 2009
Tips and Techniques to Measure Social Media Measurement 2009
 
Gartner webinar social media analytics 23.10.2014
Gartner webinar social media analytics 23.10.2014Gartner webinar social media analytics 23.10.2014
Gartner webinar social media analytics 23.10.2014
 
Brian Solis
Brian SolisBrian Solis
Brian Solis
 
Social Media marketing and child care
Social Media marketing and child careSocial Media marketing and child care
Social Media marketing and child care
 
Brian Solis
Brian SolisBrian Solis
Brian Solis
 
2014 State of Sponsored Social
2014 State of Sponsored Social2014 State of Sponsored Social
2014 State of Sponsored Social
 
Social Media Marketing and the changes it is bringing in IMC
Social Media Marketing and the changes it is bringing in IMCSocial Media Marketing and the changes it is bringing in IMC
Social Media Marketing and the changes it is bringing in IMC
 
Guiding the Enterprise Social Media Strategy
Guiding the Enterprise Social Media StrategyGuiding the Enterprise Social Media Strategy
Guiding the Enterprise Social Media Strategy
 
Roi On Social Media
Roi On Social MediaRoi On Social Media
Roi On Social Media
 
Facebook is not a strategy
Facebook is not a strategyFacebook is not a strategy
Facebook is not a strategy
 
Ids11 Version
Ids11 VersionIds11 Version
Ids11 Version
 
Engaging the Digital Customer
Engaging the Digital CustomerEngaging the Digital Customer
Engaging the Digital Customer
 
Social media and multichannel consumer
Social media and multichannel consumerSocial media and multichannel consumer
Social media and multichannel consumer
 
Measuring and Tracking Your Social Media Efforts
Measuring and Tracking Your Social Media EffortsMeasuring and Tracking Your Social Media Efforts
Measuring and Tracking Your Social Media Efforts
 
Measuring social-media-update
Measuring social-media-updateMeasuring social-media-update
Measuring social-media-update
 
Charlene Li's Presentation from Buzz2010
Charlene Li's Presentation from Buzz2010Charlene Li's Presentation from Buzz2010
Charlene Li's Presentation from Buzz2010
 
Social value benchmark
Social value benchmarkSocial value benchmark
Social value benchmark
 
Social Media for Small Businesses
Social Media for Small BusinessesSocial Media for Small Businesses
Social Media for Small Businesses
 
Role of Social Media
Role of Social MediaRole of Social Media
Role of Social Media
 

More from Brian Solis

The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
Brian Solis
 
"The Memo That Started It All" by Christopher Vogler
"The Memo That Started It All" by Christopher Vogler"The Memo That Started It All" by Christopher Vogler
"The Memo That Started It All" by Christopher Vogler
Brian Solis
 
The Digital Change Agent's Manifesto: How the People Behind Digital Transform...
The Digital Change Agent's Manifesto: How the People Behind Digital Transform...The Digital Change Agent's Manifesto: How the People Behind Digital Transform...
The Digital Change Agent's Manifesto: How the People Behind Digital Transform...
Brian Solis
 
Mobile is Eating the World - Four ways to rethink customer experiences as mob...
Mobile is Eating the World - Four ways to rethink customer experiences as mob...Mobile is Eating the World - Four ways to rethink customer experiences as mob...
Mobile is Eating the World - Four ways to rethink customer experiences as mob...
Brian Solis
 
The Rise of Digital Darwinism and the Real-world Business Drivers for Digital...
The Rise of Digital Darwinism and the Real-world Business Drivers for Digital...The Rise of Digital Darwinism and the Real-world Business Drivers for Digital...
The Rise of Digital Darwinism and the Real-world Business Drivers for Digital...
Brian Solis
 
Leading Trends in Retail Innovation by Brian Solis
Leading Trends in Retail Innovation by Brian SolisLeading Trends in Retail Innovation by Brian Solis
Leading Trends in Retail Innovation by Brian Solis
Brian Solis
 

More from Brian Solis (20)

The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
FAST COMPANY: Liderler için yol haritası - Brian Solis
FAST COMPANY: Liderler için yol haritası - Brian SolisFAST COMPANY: Liderler için yol haritası - Brian Solis
FAST COMPANY: Liderler için yol haritası - Brian Solis
 
LEADERS Magazine Features Brian Solis on Innovation and Purpose
LEADERS Magazine Features Brian Solis on Innovation and PurposeLEADERS Magazine Features Brian Solis on Innovation and Purpose
LEADERS Magazine Features Brian Solis on Innovation and Purpose
 
"The Memo That Started It All" by Christopher Vogler
"The Memo That Started It All" by Christopher Vogler"The Memo That Started It All" by Christopher Vogler
"The Memo That Started It All" by Christopher Vogler
 
'Decentraler internet komt er, maar moet eerst door fase van desillusie' | De...
'Decentraler internet komt er, maar moet eerst door fase van desillusie' | De...'Decentraler internet komt er, maar moet eerst door fase van desillusie' | De...
'Decentraler internet komt er, maar moet eerst door fase van desillusie' | De...
 
Digital Darwinism An Interview with Brian Solis, Global Innovation Evangelist...
Digital Darwinism An Interview with Brian Solis, Global Innovation Evangelist...Digital Darwinism An Interview with Brian Solis, Global Innovation Evangelist...
Digital Darwinism An Interview with Brian Solis, Global Innovation Evangelist...
 
The Digital Change Agent's Manifesto: How the People Behind Digital Transform...
The Digital Change Agent's Manifesto: How the People Behind Digital Transform...The Digital Change Agent's Manifesto: How the People Behind Digital Transform...
The Digital Change Agent's Manifesto: How the People Behind Digital Transform...
 
Mobile is Eating the World - Four ways to rethink customer experiences as mob...
Mobile is Eating the World - Four ways to rethink customer experiences as mob...Mobile is Eating the World - Four ways to rethink customer experiences as mob...
Mobile is Eating the World - Four ways to rethink customer experiences as mob...
 
Economic and Creative Disruption - Linda Yueh and Brian Solis
Economic and Creative Disruption - Linda Yueh and Brian SolisEconomic and Creative Disruption - Linda Yueh and Brian Solis
Economic and Creative Disruption - Linda Yueh and Brian Solis
 
Power to the People: The Socialization of Business
Power to the People: The Socialization of BusinessPower to the People: The Socialization of Business
Power to the People: The Socialization of Business
 
Digital Darwinism: An Interview with Brian Solis, Global Innovation Evangelis...
Digital Darwinism: An Interview with Brian Solis, Global Innovation Evangelis...Digital Darwinism: An Interview with Brian Solis, Global Innovation Evangelis...
Digital Darwinism: An Interview with Brian Solis, Global Innovation Evangelis...
 
The Magic of Stories: How Storytelling Can Save Marketing
The Magic of Stories: How Storytelling Can Save MarketingThe Magic of Stories: How Storytelling Can Save Marketing
The Magic of Stories: How Storytelling Can Save Marketing
 
The Rise of Digital Darwinism and the Real-world Business Drivers for Digital...
The Rise of Digital Darwinism and the Real-world Business Drivers for Digital...The Rise of Digital Darwinism and the Real-world Business Drivers for Digital...
The Rise of Digital Darwinism and the Real-world Business Drivers for Digital...
 
Genève doit créer la Croix-Rouge de l’Internet - Brian Solis Keynote at Digit...
Genève doit créer la Croix-Rouge de l’Internet - Brian Solis Keynote at Digit...Genève doit créer la Croix-Rouge de l’Internet - Brian Solis Keynote at Digit...
Genève doit créer la Croix-Rouge de l’Internet - Brian Solis Keynote at Digit...
 
Rakuten Ready and Brian Solis Introduce The NOW Economy - The Future of BOPIS...
Rakuten Ready and Brian Solis Introduce The NOW Economy - The Future of BOPIS...Rakuten Ready and Brian Solis Introduce The NOW Economy - The Future of BOPIS...
Rakuten Ready and Brian Solis Introduce The NOW Economy - The Future of BOPIS...
 
The Future of Music: What Every Business Can Learn From The State of The Musi...
The Future of Music: What Every Business Can Learn From The State of The Musi...The Future of Music: What Every Business Can Learn From The State of The Musi...
The Future of Music: What Every Business Can Learn From The State of The Musi...
 
Is there room for creative imagination in quantum computing? by Brian Solis f...
Is there room for creative imagination in quantum computing? by Brian Solis f...Is there room for creative imagination in quantum computing? by Brian Solis f...
Is there room for creative imagination in quantum computing? by Brian Solis f...
 
11 Digital Trends Shaping CX and Marketing in 2020 - Live from CES
11 Digital Trends Shaping CX and Marketing in 2020 - Live from CES11 Digital Trends Shaping CX and Marketing in 2020 - Live from CES
11 Digital Trends Shaping CX and Marketing in 2020 - Live from CES
 
Leading Trends in Retail Innovation by Brian Solis
Leading Trends in Retail Innovation by Brian SolisLeading Trends in Retail Innovation by Brian Solis
Leading Trends in Retail Innovation by Brian Solis
 
The Six Stages of Digital Transformation by Brian Solis
The Six Stages of Digital Transformation by Brian SolisThe Six Stages of Digital Transformation by Brian Solis
The Six Stages of Digital Transformation by Brian Solis
 

Recently uploaded

obat aborsi bandung wa 081336238223 jual obat aborsi cytotec asli di bandung9...
obat aborsi bandung wa 081336238223 jual obat aborsi cytotec asli di bandung9...obat aborsi bandung wa 081336238223 jual obat aborsi cytotec asli di bandung9...
obat aborsi bandung wa 081336238223 jual obat aborsi cytotec asli di bandung9...
yulianti213969
 
Abortion pills in Jeddah ! +27737758557, cytotec pill riyadh. Saudi Arabia" A...
Abortion pills in Jeddah ! +27737758557, cytotec pill riyadh. Saudi Arabia" A...Abortion pills in Jeddah ! +27737758557, cytotec pill riyadh. Saudi Arabia" A...
Abortion pills in Jeddah ! +27737758557, cytotec pill riyadh. Saudi Arabia" A...
bleessingsbender
 
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di PasuruanObat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Jakarta Wa 085176963835 Apotek Jual Obat Cytotec Di Jakarta
 
Contact +971581248768 for 100% original and safe abortion pills available for...
Contact +971581248768 for 100% original and safe abortion pills available for...Contact +971581248768 for 100% original and safe abortion pills available for...
Contact +971581248768 for 100% original and safe abortion pills available for...
DUBAI (+971)581248768 BUY ABORTION PILLS IN ABU dhabi...Qatar
 
2024 May - Clearbit Integration with Hubspot - Greenville HUG.pptx
2024 May - Clearbit Integration with Hubspot  - Greenville HUG.pptx2024 May - Clearbit Integration with Hubspot  - Greenville HUG.pptx
2024 May - Clearbit Integration with Hubspot - Greenville HUG.pptx
Boundify
 
Powerpoint showing results from tik tok metrics
Powerpoint showing results from tik tok metricsPowerpoint showing results from tik tok metrics
Powerpoint showing results from tik tok metrics
CaitlinCummins3
 
00971508021841 حبوب الإجهاض في دبي | أبوظبي | الشارقة | السطوة |❇ ❈ ((![© ر
00971508021841 حبوب الإجهاض في دبي | أبوظبي | الشارقة | السطوة |❇ ❈ ((![©  ر00971508021841 حبوب الإجهاض في دبي | أبوظبي | الشارقة | السطوة |❇ ❈ ((![©  ر
00971508021841 حبوب الإجهاض في دبي | أبوظبي | الشارقة | السطوة |❇ ❈ ((![© ر
nafizanafzal
 

Recently uploaded (20)

Moradia Isolada com Logradouro; Detached house with patio in Penacova
Moradia Isolada com Logradouro; Detached house with patio in PenacovaMoradia Isolada com Logradouro; Detached house with patio in Penacova
Moradia Isolada com Logradouro; Detached house with patio in Penacova
 
10 Influential Leaders Defining the Future of Digital Banking in 2024.pdf
10 Influential Leaders Defining the Future of Digital Banking in 2024.pdf10 Influential Leaders Defining the Future of Digital Banking in 2024.pdf
10 Influential Leaders Defining the Future of Digital Banking in 2024.pdf
 
obat aborsi bandung wa 081336238223 jual obat aborsi cytotec asli di bandung9...
obat aborsi bandung wa 081336238223 jual obat aborsi cytotec asli di bandung9...obat aborsi bandung wa 081336238223 jual obat aborsi cytotec asli di bandung9...
obat aborsi bandung wa 081336238223 jual obat aborsi cytotec asli di bandung9...
 
The Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdf
The Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdfThe Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdf
The Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdf
 
Pitch Deck Teardown: Goodcarbon's $5.5m Seed deck
Pitch Deck Teardown: Goodcarbon's $5.5m Seed deckPitch Deck Teardown: Goodcarbon's $5.5m Seed deck
Pitch Deck Teardown: Goodcarbon's $5.5m Seed deck
 
Abortion pills in Jeddah ! +27737758557, cytotec pill riyadh. Saudi Arabia" A...
Abortion pills in Jeddah ! +27737758557, cytotec pill riyadh. Saudi Arabia" A...Abortion pills in Jeddah ! +27737758557, cytotec pill riyadh. Saudi Arabia" A...
Abortion pills in Jeddah ! +27737758557, cytotec pill riyadh. Saudi Arabia" A...
 
SCI9-Q4-MOD8.1.pdfjttstwjwetw55k5wwtwrjw
SCI9-Q4-MOD8.1.pdfjttstwjwetw55k5wwtwrjwSCI9-Q4-MOD8.1.pdfjttstwjwetw55k5wwtwrjw
SCI9-Q4-MOD8.1.pdfjttstwjwetw55k5wwtwrjw
 
Getting Real with AI - Columbus DAW - May 2024 - Nick Woo from AlignAI
Getting Real with AI - Columbus DAW - May 2024 - Nick Woo from AlignAIGetting Real with AI - Columbus DAW - May 2024 - Nick Woo from AlignAI
Getting Real with AI - Columbus DAW - May 2024 - Nick Woo from AlignAI
 
How does a bike-share company navigate speedy success? - Cyclistic
How does a bike-share company navigate speedy success? - CyclisticHow does a bike-share company navigate speedy success? - Cyclistic
How does a bike-share company navigate speedy success? - Cyclistic
 
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di PasuruanObat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
 
Contact +971581248768 for 100% original and safe abortion pills available for...
Contact +971581248768 for 100% original and safe abortion pills available for...Contact +971581248768 for 100% original and safe abortion pills available for...
Contact +971581248768 for 100% original and safe abortion pills available for...
 
2024 May - Clearbit Integration with Hubspot - Greenville HUG.pptx
2024 May - Clearbit Integration with Hubspot  - Greenville HUG.pptx2024 May - Clearbit Integration with Hubspot  - Greenville HUG.pptx
2024 May - Clearbit Integration with Hubspot - Greenville HUG.pptx
 
Powerpoint showing results from tik tok metrics
Powerpoint showing results from tik tok metricsPowerpoint showing results from tik tok metrics
Powerpoint showing results from tik tok metrics
 
JEYPORE CALL GIRL ❤ 8272964427❤ CALL GIRLS IN JEYPORE ESCORTS SERVICE PROVIDE
JEYPORE CALL GIRL ❤ 8272964427❤ CALL GIRLS IN JEYPORE ESCORTS SERVICE PROVIDEJEYPORE CALL GIRL ❤ 8272964427❤ CALL GIRLS IN JEYPORE ESCORTS SERVICE PROVIDE
JEYPORE CALL GIRL ❤ 8272964427❤ CALL GIRLS IN JEYPORE ESCORTS SERVICE PROVIDE
 
PALWAL CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN PALWAL ESCORTS
PALWAL CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN PALWAL ESCORTSPALWAL CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN PALWAL ESCORTS
PALWAL CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN PALWAL ESCORTS
 
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdfProgress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
 
JHANSI CALL GIRL ❤ 8272964427❤ CALL GIRLS IN JHANSI ESCORTS SERVICE PROVIDE
JHANSI CALL GIRL ❤ 8272964427❤ CALL GIRLS IN JHANSI ESCORTS SERVICE PROVIDEJHANSI CALL GIRL ❤ 8272964427❤ CALL GIRLS IN JHANSI ESCORTS SERVICE PROVIDE
JHANSI CALL GIRL ❤ 8272964427❤ CALL GIRLS IN JHANSI ESCORTS SERVICE PROVIDE
 
HomeRoots Pitch Deck | Investor Insights | April 2024
HomeRoots Pitch Deck | Investor Insights | April 2024HomeRoots Pitch Deck | Investor Insights | April 2024
HomeRoots Pitch Deck | Investor Insights | April 2024
 
00971508021841 حبوب الإجهاض في دبي | أبوظبي | الشارقة | السطوة |❇ ❈ ((![© ر
00971508021841 حبوب الإجهاض في دبي | أبوظبي | الشارقة | السطوة |❇ ❈ ((![©  ر00971508021841 حبوب الإجهاض في دبي | أبوظبي | الشارقة | السطوة |❇ ❈ ((![©  ر
00971508021841 حبوب الإجهاض في دبي | أبوظبي | الشارقة | السطوة |❇ ❈ ((![© ر
 
NAGPUR CALL GIRL ❤ 8272964427❤ CALL GIRLS IN NAGPUR ESCORTS SERVICE PROVIDE
NAGPUR CALL GIRL ❤ 8272964427❤ CALL GIRLS IN NAGPUR ESCORTS SERVICE PROVIDENAGPUR CALL GIRL ❤ 8272964427❤ CALL GIRLS IN NAGPUR ESCORTS SERVICE PROVIDE
NAGPUR CALL GIRL ❤ 8272964427❤ CALL GIRLS IN NAGPUR ESCORTS SERVICE PROVIDE
 

The State of Social Marketing 2012-2013 - Pivot Conference

  • 1. Research Report: State of Social Marketing 2012- 2013
  • 2. This survey was fielded via an internet questionnaire. Respondents were sourced from email and social media outreach by the Pivot Conference. Respondents were offered either a chance to win a $500 American Express gift card or receive a signed copy of the new book by Brian Solis, Pivot’s executive producer, as an inducement to complete the questionnaire. The survey responses were taken between September 15 and October 7, 2012. 181 surveys were completed during that period. Except where otherwise noted, the base for all questions is the full set of respondents. Methodology
  • 3. Demographic Breakdown of Respondents A company that creates products or delivers services, 38.7% Advertising or marketing agency, 16.6% PR/communicat ions agency, 7.2% Consultancy, 13 .8% Freelance services, 4.4% Other, 19.3% 20112012 A company that creates products or delivers services, 45. 8% Advertising or marketing agency, 19.2 % PR/ Comunicatio ns agency, 5.1 % Consultancy, 12.4% Freelance services company, 4. 5% Other, 13.0% Q: Which of the following best describes the type of business where you work?
  • 4. Yes, 77 % No, 23 % Fewer think they understand their Social Consumers than last year Yes, 62% No, 38% 20112012 Q: Do you feel that you have a pretty clear picture of who your company’s current Social Consumers are?
  • 5. Social Consumers Balanced in Gender2012 Male, 5 5% Female, 45% 2011 Male, 51 % Female, 49% Q: What is the approximate gender balance of your Organization’s Social Consumer today?
  • 6. 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 20112012 Social Consumers skew younger in 2012, but cover all age groups in similar pattern Q: What is the approximate age range of your Organization’s Social Consumer today?
  • 7. 0% 10% 20% 30% Don't know Under $30,000 $30,000 - $49,999 $50,000 - $69,000 $70,000 - $99,000 $100,000 - $150,000 More than $150,000 20112012 Social Consumers now perceived as having more income 0% 10% 20% 30% 40% 50% Don’t know Under $30,000 $30,000-$49,999 $50,000-$69,000 $70,000-$99,000 $100,000-$150,000 More than $150,000 Q: What is the approximate median personal annual income of your Organization’s Social Consumer today ?
  • 8. Facebook and Twitter still dominant, Pinterest jumps into view 20112012 0% 20% 40% 60% 80% 100% Other Bebo Myspace Google+ LinkedIn Twitter Facebook 0% 50% 100% 150% MySpace Other Google+ Pinterest LinkedIn Twitter Facebook Q: What Social networks do your current Social Consumers use?
  • 9. 0% 20% 40% 60% 80% 100% Loopt Path Gowalla LinkedIn Mobile Foursquare Twitter Mobile Facebook Mobile Visual platforms Instagram and Pinterest gain momentum 0% 20% 40% 60% 80% 100% RedLaser ShopKick Other (please specify) Path Google+ Yelp Pinterest LinkedIn Foursquare Instagram Twitter Facebook 20112012 Q: What Social networks/apps are your current Social Consumers most likely to be accessing primarily from mobile devices? Facebook Twitter LinkedIn
  • 10. Yes, 35 % No, 53% Don't know, 12 % Q: Has your organization asked its Social marketing customers what is the greatest benefit they expect from their Social media engagement? Yes, 34% No, 54% Don't know, 12 % 20112012 Most have not asked Social Consumers what they want, still
  • 11. Q: Which of these benefits do you believe your Social Consumers are expecting from their current Social media engagement Insight and content now more important than deals 0% 20% 40% 60% 80% Other (please specify) Ability to buy within social… Loyalty/rewards for engagement Ability to get what they need in… Ability to offer product… Learn about new products Deals/promotions Be part of a branded community Customer service Insight to help make decisions Exclusive content 20112012 Ability to offer product feedback for improvement Ability to get what they need in social networks, not websites 0% 10% 20% 30% 40% 50% 60% 70% Ability to buy within social networks Ability to get what they need in… Be part of a branded Ability to offer product feedback… Exclusive content Loyalty/rewards for engagement Deals/promotions Learn about new products Insight to help make decisions Customer service
  • 12. 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 Conversations do not drive meaningful business outcomes Consumers just want deals and discounts Our Social media programs were too promotional It is difficult to tie ROI to Social media Social for customer service is more important than Social marketing It is difficult to win over executive support We are beginning to use social to develop new products for consumers Consumers unlike and unfollow us when we talk too much Consumers want something of tangible value in exchange for the… Consumers want “a relationship” with us Consumers want access to exclusive content or information We are still experimenting Conversations help with brand lift and relevance Marketers agree conversations lift brand and relevance Q: With 1 being total disagree and 5 being totally agree, how much do you agree or disagree with each of the following statements?
  • 13. Yes, 47% No, Social marketing is already/will be mainstream in the organization by then., 53.3% Yes, 49% No, Social marketing is/already will be mainstream in the organization by then, 51% 20112012 Slightly more see Social as now mainstream Q: One year from now will Social marketing in your organization (or your client’s if you’re a service provider) still be defined by continued experimentation?
  • 14. 0% 10% 20% 30% 40% 50% Other Lack of cross functional support Lack of metrics Executive skepticism Lack of understanding about benefits of social… Absence of clear social strategy for the brand Unclear outcomes Budget Q: What prevents your organization from moving beyond experimentation in Social marketing? Base: Respondents who indicated their companies would not move beyond experimentation in 2012 0% 10% 20% 30% 40% 50% 60% 70% Other (please specify) Absence of a clear Social strategy for the brand Lack of cross-functional support Lack of understanding of the benefits of Social media Lack of metrics Executive skepticism Unclear outcomes Budget 2011 2012
  • 15. 0% 5% 10% 15% 20% 25% 30% 35% 40% 2013 2014 2015 Later than 2015 Don't know Increased realism and maturity with Social adoption Q: When do you think your organization will move beyond experimentation in Social Marketing? 0% 5% 10% 15% 20% 25% 30% 35% 40% 2013 2014 2015 Later than 2015 Don’t know 2011 2012
  • 16. Yes, 85% No, 15% Yes, 89% No, 11% Experimentation is fundamental to Social, marketers agree Q: Do you feel that experimentation is a permanent fixture in Social marketing? 20112012
  • 17. 0% 10% 20% 30% 40% 50% 60% 70% 80% Other Budget increase Development of cross-functional support Executive buy-in Metrics Clearly defined outcomes Development of clear social strategy for the brand Increased understanding of the benefits of social media Q: What triggered/will trigger in 2013 your Organization’s move beyond experimentation in Social Marketing? Base: Respondents who indicated Social would move beyond experimentation. 0% 10% 20% 30% 40% 50% 60% 70% 80% Other (please specify) Development of cross-functional support Budget increase Metrics Executive buy-in Development of a clear social strategy for the brand Clearly defined outcomes Increased understanding of the benefits of social media 2011 2012 Executive buy-in has risen
  • 18. Yes, 90. 2% No, 9.8% Experimentation will continue in Social Q: Even though Social Marketing has gone/will soon go mainstream in your Organization, do you personally feel that experimentation will remain an ongoing element in your Organization’s Social Marketing plans? 20112012 Yes, 95.3 % No, 4.7%
  • 19. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Increased sales Lead generation Positive sentiment Brand lift Consumer engagement Brand mentions Influencing consumer behavior Improved customer support/service PR Discovering points of relevance Establishing points of influence Impact on market value/stock price Q: What are your Organization’s (or client’s) primary goals for Social Marketing in the next year? Sales still matter, but engagement matters more 201120122013
  • 20. Engagement is key metric for Social in 2013 Q: One year from now (October 2013), what will be your Organization’s primary measure of success for Social Marketing? 0% 5% 10% 15% 20% 25% Exposure Other (please specify) Impressions Great employee satisfaction/efficiency Increased profit margin Social commerce The 3F’s: Friends, Fans, Followers Traffic Sales Leads/referrals Conversations/interactions Increased sales Engagement
  • 21. 0% 20% 40% 60% 80% 100% 120% Again, Engagement is Prime Q: On a scale of 1 to 5, where 1 is of no importance and 5 is critically important, how do you rank the likely impact of each of these trends on your Organization during 2013? 5 4 3 2 1