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Transcript of State of Social 2010
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TH
EST A T E O F SOC
IA
L
I N C O R P O R A T I N G T H E E C O N S U L T A N C Y / B I G M O U T H M E D I A S O C I A L M E D I A S U R V E Y 2 0 1 0
SOCIAL MED IA S U R V E Y 2 0 10
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Social media isnt even about marketing planners ticking a box
next to an RFP for a strategic display or search campaign and
ordering up a viral video.
Bother, Im barely one paragraph into this introduction to our
social media and online PR research and Ive used the word viral
already. Its a loaded word and causes all sorts of trouble.
Let me be clear; if someone is trying to sell you a viral then
theyre trying to sell you a promise. Nothing is born viral. A witty
video has the potential to go viral - I would describe it as a viral
candidate - and social media is the channel that decides
whether or not the candidate reaches its potential or not.
Social media is about people interacting online. Social media is
about people talking, sharing, making recommendations,
making observations, and about people going online to be
entertained. This is why social media can be so powerful but alsoso difficult to treat as a marketing opportunity.
I think social media may be everything because it wraps
everything we do online. It should also therefore wrap around all
our online marketing activities. Ive talked to a lot of brands
about social media and their marketing activities. Theres a
common debate held by many marketing departments that is
entirely flawed: you dont decide whether you want to do social
media. Social media happens to you. The challenge brands face
is how theyre going to cope with this rapidly evolving new
world. How much money? How much time?
Venturing on to Twitter, for example, opens up a host of
customer relationship management issues. Not being on Twitter
leaves brands open to further cries of dissent - cries that might
sound out on blogs and start to rank on Google rather than
vanish quickly in Twitters archives alongside hundreds of
thousands of other tweets from that day.
Once engaged in social media, brands tend to face the challenge
of proving that their time is being spent wisely. This isnt always
the case. Some progressive, and lucky, companies are able to
commit to the importance of social media - perhaps as part of a
CRM issue - without having to mutter darkly of acronyms like
ROI or CTR.
Andrew GirdwoodMedia Innovations Director, bigmouthmedia
The heart of social media is aboutbuilding relationships. Relationships
are at the heart of absolutely everything
we do online. Social media is not about
building websites or widgets.
2
I thinksocial mediamay be everythingAn exclusive article by Andrew Girdwood
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1 Listening Research is really the key and the starting point
to find out who is talking about your brand and where they are.This is done by using a number of listening tools and an added
layer of focus groups to gather attitudinal and anecdotal evidence.
These techniques identify the behaviour and output of your audience
and then allow you to meld and test your insights with them.
2 StrategyBy reviewing and analysing learnings, acoherent picture will start appear and allow you to create a useful
strategy. There will be some signposts to take note of. Perhaps you
have found customers who ask for help on Twitter, there may be
communities on facebook which have been set up or forums and
boards with ongoing conversations - and you may be lucky enough
to discover some great brand advocates who have influential blogs.
3Branded channel creation You may find youraudiences clustered around a number of social media channels
which it uses and that it is influenced by some key players in social
media. Now is the time to invest in building branded channels and
this could mean a Facebook page or a blog hub.
4Content & credibility The Listening and Strategypieces will inform the tone and style of content which needs to be
developed and this can be an exciting departure from the
directional messaging of pure play advertising.
5Community acquisition There are a number of
routes which assist in building a strong and engaged social mediacommunity. Financial investment in Facebook engagement can
accelerate the growth of a fan page and this has to be incentivised
as people need a reason to get involved. Beneath this sits a strategic
framework of earned credibility which takes time. Social media
partnerships are a great entree into this.
6Reputation and monetisation The longterm goals for a brand in social media are to gain insights and
understanding which are useful to the business process and strategy.
The need to maintain a robust and credible reputation and open
up new channels of revenue are very much part of the mix. The
next logical step is continue with the listening efforts and draw up
a reactive response strategy and then to add in measurement and
tracking tools to capture the results of your efforts.
Things change rapidly in social media and many of the barriers to
entry are dissolving. The uncomfortable feelings of fear and
paranoia at a corporate level have been replaced by openness and
transparency, even to the point that companies have changed their
language from the formal to the vernacular. Theres also a new
layer of skill required as social media becomes a stand alone
marketing discipline in which everyone is a stakeholder. This skill is
by definition a new wave of empathy which runs happily alongside
the traditional advertising-led directional messaging which has
dominated brand culture for so long and may soon eclipse it.
Eva KeoganHead of Social Media, LBi
By 2007 there were 6580 daily newspapers in the world (including
1456 in the U.S.) selling 395 million copies a day (55 million in the
U.S). That same year blog search engine Technorati was tracking
more than 112,000,000 blogs. The latest figures from Facebook lay
claim to 500 million active users, and 25 million are in the UK.
Added to these stunning figures is the fact that people are
watching 2 billion videos a day on YouTube and uploading
hundreds of thousands of videos daily. In fact, every minute, 24
hours of video are uploaded to YouTube. Twitter recently
published a post on its blog claiming it has 100 million users.
How can brands harness the potential of social media and make
sense of this vast array of information?
To begin with, this complex and varied collection of conversations
and discussions, which are sometimes referred to as the virtual
watercooler, has people at the heart of them.
While theres no rule book for social media, there are
some key stepswhich can help you formulate a strategyand implementation plan.
3
6of
social media
Making sense of this new
and dynamic environment
An exclusive article by Eva Keogan
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A lot has happened since we sponsored the very first Social Media and
Online PR report with Econsultancy in 2009. The channels emergence as
one of the most keenly discussed marketing mediums in business today
has continued apace, and as we launch the 2010 report were proud that it
is now fulfilling an important role helping businesses to track a complex,
rapidly changing and increasingly important promotional conduit.
24
Social Media
Survey2010
Welcome to the Econsultancy
[in conjunction withbigmouthmedia]
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Channel consolidation: winning channels, like Facebook and
Twitter, are emerging, with marketers beginning to focus
their efforts on them while disregarding minority platforms
Senior executive attention is high, with 41% of senior
management more interested in social media issues than
other marketing issues
High expectations and big plans, with 83% of companies
expecting further social media budget increases in the
coming 12 months
Resourcing poor, with 29% of firms not dedicating any
employees to social media
Claims from 49% of companies that a lack of resources is
preventing progress
Some 42% of companies are still failing to measure ROI on
any of their social spend
These results confirm the bifurcated approach to the channel
that we have observed developing over the past 12 months.
While on one hand clients ready to wholeheartedly embrace
social media are demanding innovative, challenging and radical
strategies, other operations are requesting a more judicious,
pilot-led approach. At bigmouthmedia our expert team has
been able to deliver positive results from both approaches.
If youd like to see a video presentation of the results, or an
exclusive infographic, then go to our websitehttp://bit.ly/8ZV6k1
The report starts here, we hope you enjoy it
The overall report card reveals that while
clear evidence exists to show that the sector
is maturing, there is still some distance to
go before commerce can claim to be
maximising the opportunities presented by
this increasingly profitable new channel.
5
Evidence of a maturing industry...
...but still a long way to go
T HE S T A T E OF SOCIAL
Social Media Survey 2010continued
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Another key area for potential growth is in the planning and
implementation of international social media campaigns. While the
channels global nature would seem to lend itself to such
strategies, a massive 74% of companies report that they do not as
yet run them, indicating a key opportunity for the years ahead.
In line with a year in which social media has become one of the
hottest buzzwords in the world of marketing, some 73% of
companies say that they currently spend more resources on
social media than they did last year, with only 3% of businesses
having decreased their spend since 2009.
Yet despite across the board increases, our results show that
todays spending on social media marketing represents just the tip
of the iceberg. With only 18% of respondents currently
categorising themselves as being heavily involved in the space, a
mammoth 83% of companies are expecting to increase theirbudget for the channel over the next 12 months.
Such optimistic figures reflect the increasing standing social media
enjoys amongst senior executives. Some 41% of companies claim
that their CxO community gives the channel high attention, with
only 21% believing it is given less attention than other marketing
issues.
26
moremoremore
How interested in social media is your organisationsmost senior management (c-level executives)?
Given the levels of broad industry excitement that have surrounded social
media for the past 12 months, it will surprise no one to discover that the overall
picture surrounding the channel is one of ongoing growth and opportunity.
Social Media Survey 2010continued
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Needsbetter
Limited outreach : Identifying and engaging key influencersseems a particular sore spot. With less company news being
distributed using online press releases and traditional online media
relations, this seems likely to be a major growth area next year.
Dismal integration: Despite the proven benefits ofrunning integrated, cross platform campaigns, a mere 7% of
companies integrate their social media channel with their television
advertising. Bearing in mind the ROI synergy upsides of TV-social
media integration this is a massive and pressing
opportunity for CMOs.
While the sector has matured over the course of the last 12 months,
there is still massive room for improvement. Broadly speaking
companies and their agencies remain self-critical about their social
media tactics, with most acknowledging that they need to improve
their approaches to the channel across the board.
Amidst broad acceptance that the majority of businesses remain
some distance from maximising the potential benefits of the
channel, several key questions surrounding corporate social media
tactics demand greater scrutiny:
Missed opportunities : Some 19% of companies dontuse Facebook at all, while 71% of respondents do not use the
platform for reacting to customer service issues and inquiries.
Unheeded feedback: There are still a number of brands(46%) that dont systematically listen to or monitor what is being
said about them in social media; 33% dont share comments /
insights picked up from social media internally.
7
How well does your organisation cover the followingareas of social media & online PR?
to do
Social Media Survey 2010continued
T HE S T A T E OF SOCIAL
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This lack of commitment surfaces again in terms of budget, 61%
of companies are spending a miniscule amount (nothing or less
than 5,000) on the channel. With so little being spent, its perhaps
unsurprising that few place much emphasis on measurement,
with 65% unable to quote a ROI for their social media spend.
A question remains as to whether low spend is driving lack of
ROI or whether lack of ROI is in fact responsible for driving low
spending levels. Until such issues over tracking and measurement
are solved, they will remain a barrier to wholesale take up.
While all indications suggest that business is rapidly
embracing social media there remains a dual approach, with
some companies enthusiastically taking up the channel and
investing while others seem content to sit on the fence and
wait to see how the practice develops. This is underlined by
results showing that while a surprisingly high 38% of
companies have two or more employees dedicated to social
media, the majority (62%) have one or none.
28
The resourcing question
For how much of the money you spend on social mediado you have an ROI figure?
Budget
fenceon theSitting
Social Media Survey 2010continued
T HE S T A T E
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ThemwordAlthough the industry has yet to develop a universally accepted set of metrics measuring
the effectiveness of social media campaigns, some distinct trends are emerging. Marking
a change from the 2009 survey, hard measures (such as direct traffic to websites and sales)
appear to be gaining ground over softer measures (such as brand awareness, customer
engagement and customer satisfaction).
9
Change in importance of metrics used since 2009 surveyWhich are the most important metrics when assessingsocial media activity for your organisation?
Social Media Survey 2010continuedF SOCIAL
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T HE S T A T E OF SOCIAL
Soundfamiliar?
11
Many thanks to all the companies and
agencies that completed the survey this
year. There were a lot of juicy comments in
the free format fields and here are the
most interesting, useful and controversial
ones. The vast majority are from clients
(anonymously, obviously) but we have included a
small number of agency quotes too.
Difficult to measure as it's all part of the integrated approach
and does not work independent of other activity, although
we are able to look at referrals from them to our sites, but
that's the extent of the measure.
We always put different urls/numbers or promo codes only
for social media.
Vital and instant feedback from the end users, via Facebook
and Twitter, as well as click throughs to our website after apost on Facebook or Twitter.
No hard figures other than increased blog traffic and
increased visitation/subscriptions to our social profiles, but
we're building a loyal network of followers and fans who
we interact with regularly. We'll be able to leverage that
network for marketing initiatives down the road.
Really hard question. Social Media covers aspects of the
business we're not used to focusing on so heavily so new
metrics are being introduced. Therefore comparisons with
things such as direct mail/ppc are difficult and often put SM
in a bad light.
Gut instinct.
Traffic to sites, improved Google Page Rank, sales, delivery
against KPIs. More definitive outputs/outcomes are expected
in showing the value of social media activity than traditional
PR but that is because the sector is at an earlier stage of
evolution. Who really believes Advertising Value Equivalent
(AVE) or Opportunities To See (OTS) are accurate measures of
anything? But they're accepted as PR industry standards
because they've been around for a long time, and because
clients understand them in a way they don't always
understand social media outcomes.
Much of the benefit of social media is long-term and
cumulative it is not an exact comparison to measure thevalue against other marketing activity.
Value got from social media investment
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Sound familiar?continued
12
Use of social media insights
A weekly report goes out to relevant parties.
Honestly, it is shared more as a morale booster than
anything else. :(It has raised top management awareness but also suspicion.
We are not getting the results others seem to get from Social
Media and lack top management buy-in to do things better.
Reviewed Customer Care policy and guidelines. Updated
all legal contracts with partners and distributors. Updated
all HR contracts. Used feedback for case studies. Used crisis
management of fallen brands as case studies.
Segmentation and consumer insights.
We have used them to make changes to the website that a
number of customers have suggested.
We often use comments and queries from social media sites
to improve our FAQ/support service and monitor customer
experience with our product.
We use any and all insights from our engagement with
social media to develop products, services and strategies.
We don't do everything people suggest or change
everything people moan about, but we try to listen to
everything and think about it.
We believe that our vertical isn't one which is easy to target
via social media due to the customer target (30+).
We've discovered that we have had success in the older
demographic (45+) from social media, which was a realsurprise, and how to use it to target older clients.
Reactions to paid-for buzz monitoring
Could do better. Still gaps.
Difficulty to track sentiment and non English sites.
It is more costly than one would expect, and requires a
significant investment in human analysis on top of the
automated monitoring and reporting.
Mediocre.
They vary greatly in quality.
Human interpretation and filtering is essential to obtain
any kind of actionable insight. Tools that claim to assess
sentiment are wholly unreliable for incisive comms/PR
online.
Only relevant if they have human analysis on top of data.
T HE S T A T E OF SOCIAL
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Sound familiar?continued
13
Particular social media problemsand challenges
Become increasingly monetised by advertising, and used
increasingly as a commercial channel. This could influence its
perception by users and potentially reduce its effectiveness.
Become more important because everyone will be saying
its more important.
I hope that there will be more guidance on the measurement
of the value of social media. This is the main issue for us in
terms of justifying additional spend we really don't know how
much value social media is providing at the moment.
Facebook inactivity.
I think Facebook will become more influential as it offers
more features for more groups and types of people. Twitter
will become a tool primarily for customer service and media
announcements and will be regarded more and more as a bit
of a fad, the next MySpace if you will. The importance of
Bloggers as opinion leaders will continue to rise.
It will become increasingly personalised, meaning that
users will only be exposed to products and services that
they already know that they will prefer, self-limiting their
exposure to other products and services.
It's going to move even more mobile with more people
uploading pictures and video and companies interacting
with customers in their stores.
Less hype, more focus on measurement and delivering a real
return to the bottom line.
Tighter integration with purchase focussed functionality -i.e. embedded e-commerce.
Further integration into search. Search engines becoming
much cleverer in the ways it deals with social media links.
Users will be pissed off by tons of marketing bullshit being
forced into social media by companies.
It will get worse before it gets better.
Don't know!
As a multinational company creating an appropriate balance
of local interest material with overall company aims.
Encouraging local markets to be involved rather than setting
up their own initiatives which may not follow overall aims,
best practice, branding or that simply wither and die because
they are set up by individuals and don't have the resource to
maintain on regular basis.
As many other brands, we need to identify the value of our
online influencers.
As social media spans across so many disciplines it's become
the new area for inter departmental conflict and like the web
years ago, internal customers think it's something you can
'knock up' in an afternoon & tag onto the end of a comms plan.
Controlling spurious and inaccurate comments posted to
social media and to the various blogs.
Getting over the fear of not being in control is an issue for
some senior decision makers. There's only so many times you
can explain to senior people that you can't have total control
over social media.
Issue with understanding that social media takes time and
is NOT a magic bullet.
Keeping the conversation going with customers without a
real 'conversation strategy' . Keeping users engaged and
communicating over time is a real skill.
Lack of strategy, how can we use social media to generate
more revenues. Lack of technology to measure its success,
lack of trained people.
The thought that unless we do it brilliantly we shouldnt be
doing it at all. Unfortunately no-one thinks they have the
time to do it brilliantly.
Weak leadership is a problem; stronger executive leadership
would drive changes in staff and responsibilities.
Not all of our products/brands naturally fit in the social space.
Senior Managers form the various countries have different
points of view on social media and top management haschosen a do-it-all approach that lacks real strategy.
How do you think social media willchange over the next 12 months?
The belief that social media is free,
quick and easy. It is essentially
none of those things and creating
a valid third space for brands takes
talent, time and proper funding.
Bigger and bigger, foursq will die
out and be replaced with something
we don't know about today.
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Buzz monitoring and online brand / product tracking -one off, weekly, or monthly. Using state of the art tools and(always) manual intervention.
Social media audit- including share of voice, sentiment,conversation analysis (in blogs, forums, Facebook, Twitter,
video), competitor analysis, key influencer identification, and
recommendations.
Strategy setting - including consultancy, over-arching socialmedia strategy and internationally.
Communityset up, participation, content creation andmanagement.
Blogger outreach - key influencer identification, prioritisation,
seeding, and ongoing outreach and relationship building.
Online news distribution - including graphics and videos.
Best practice consultancy and training - bespoke for yourneeds.
Social media campaigns - creation, design, production,execution and media buy.
Highly experienced- we work with over 50 clients in social media.
Strength in numbers - 18-strong social media team.
Expert- highly experienced leaders in Eva Keogan andLeanne Rinning.
One stop shop - a special cross digital team (rare in the digitalagency world) enables realisation of synergies with other
online service we run (SEO, PPC, affiliate, display, usability).
International scope - offices in 15 countries.
Leanne brings a dose of real-world savvy to your online PR, currently
overseeing and executing online PR and social media campaigns for
clients including Sky, Jumeirah, Nuffield Health, Philips, LV=, Molton
Brown, RBS and Samsung. Before joining bigmouthmedia in 2008
Leanne served as a Senior Account Manager at a major public affairs
agency for 5 years.
A recognised social media evangelist and corporate social media
expert, Eva Keogan works on clients including Starwood, Barrett
Homes and FSA. In addition to her background in social media and
communications, she has also been running the successful blog
Nixdminx and is an active member and contributor of a number of
blogs and online publications.
or contact us at:
Twitter: @bigmouthmedia
www.bigmouthmedia.com
Wed love to discuss what our social media and online PR service
can do to help or improve your existing campaigns. For an
informal chat about the options, please contact our people:
14
Help!If you need help (a little or a lot) on social media please do get in touchHere are some of the most common services our clientsretain us to deliver and implement:
Reasons to choose social media from bigmouthmedia / LBi:
Leanne RinningHead of Online PR, bigmouthmedia UK
0131 561 2175
@lalrinn
Eva KeoganHead of Social Media, LBi
0207 063 6233
@nixdminx
THESTATE OFSOCIAL
dont miss
For the full report:
http://econsultancy.com/uk/reports/social-media-and-online-pr-report
To see a video of the survey being presented and a survey infographic please visit:http://www.bigmouthmedia.com/live/articles/social-media-survey-2010.asp
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THESTATE OFSOCIAL
CMOtake outs
15
Concentrated survey best bits, summarised for the busy CMO or head of ecommerce.
Marketing Director, bigmouthmedia
THE QUESTION ANSWER OUR SURVEY SAYS... BEING PROVOCATIVE...
the surveys best bits in 60 seconds by David Hardy
Do you plan on spendingmore money on social mediain the next 12 months?
How much of your marketingbudget are you spending onsocial media?
28% are spending nothing. The vastmajority of the rest are spending less than25,000.
What is that as a % of your total marketingspend? Pretty small Id guess? Is this logicalwhen 22% of the average persons onlinetime is spent on social media?
How many people in yourcompany are devoted tosocial media?
38% of companies have 2 or more staffdedicated to social media.
The kind of test and learn strategiesdemanded for successful social media atthis stage in its lifecycle require sufficientheadcount resourcing. Look at thecomments on page 13. Additionally, good
social media people are already like golddust - dont leave recruitment too late.
How much of your socialmedia spend have you got anROI for?
Only 6% of marketing departments havegot ROI for all their social media spend. 42%
have no ROI figure at all for social media.
Its a young, evolving marketing discipline.Dont let lack of ROI stop you from testing(and so spending). If you do, it might beyears before you catch up with yourcompetitors.
Are you using Facebook forresponding to customer service
posts and also promotions?
71% of companies are not responding tocustomer service issues and inquiries onFacebook. 40% of marketing departments
are not using Facebook for productpromotion/marketing.
Are you mad? Lay aside twitter and forgetyour highly expensive new iPhone app,focus on Facebook, generally its far more
heavily used and so should be your priorityunless there is a good reason why not.
Have you integrated your TVcampaigns with Social media?
Only 7% of companies have integratedtheir TV campaign with social media.
A massive synergy (i.e. revenue) upsidehere. And if you do integrate, when do youbrief the social media agency? Is it a lastminute rush job so you only get amediocre result?
46% dont use any buzz monitoring tool(even free ones)
The verbatim survey comments clearlyshow monitoring tools vary significantly inquality. To be useful to you, a human filter
layer (within your social media team oragency) is needed before the findings worktheir way to you.
Well start with an easy one.Only worry if you answered no. Only 0.8%of clients say that they will spend lessnext year on social media.
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S E O P P C A F F I L I A T E S D I S P L A Y S O C I A L M E D I A I N T E R N A T I O N A L
0845 130 0022 [email protected] @bigmouthmedia
WW
W.
B IG M
O U T H M E D IA. C
OM
This booklet was lovingly made from scratch by Andrew Girdwood, Eva Keogan, Stephen Connor, Alba Sort, Iain Bruce and David Hardy. Thanks again to our friends Linus and Alyia at Econsultancy. Lots of coffee was consumed in the making of this guide.
This booklet (apart from the sur vey) is copyright of bigmouthmedia. We are very happy (and flattered, actually) for you to quote or reproduce the content as long as you source it to bigmouthmedia and you dont reproduce it for any commercial purposes.