The State of social Media SOCIAL MEDIA MARKETING
- Slides: 95
The State of social Media & SOCIAL MEDIA MARKETING IN 2012 ESTEBAN CONTRERAS www. estebancontreras. com
Social Networks are the Most Popular Activity Online 1 in 5 online minutes spent on SN, Up from 6% in 2007 Source: com. Score Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World, ” Dec 21 2011 EC
The Social Media Universe is Expanding 800 MM+ monthly active users 15 MM+ users 800 MM+ monthly users visit site 15 MM+ users 232 MM+ monthly active users 6 MM+ users 230 MM+ users 2 MM+ users 135 MM+ users 2 MM+ users 115 MM+ subscribers 2 MM+ users 62 MM+ users 1. 5 MM+ users 51 MM+ users 500 K+ users 20 MM+ blogs 100 K+ users More people on more social networks than ever before Source: Official and Estimated statistics. Facebook, You. Tube, Zynga, Twitter, Linked. In, Groupon, Flickr, Tumblr, Instagram, Foursquare, Pinterest, scvngr, Path, Google+ Slash. Gear, Tech. Crunch / Comscore, Fast. Company, Oink: Tech. Crunch, Get. Glue, Foodspotting: Soraya Darabi’s Linked. In EC
Facebook, Linked. In, Twitter and Tumblr at All-Time Highs Former social king My. Space seems to be fading away Source: Nielsen, State of the Media: The Social Media Report Q 3 2011, Home and Work (May 2011) Source: com. Score Media Metrix, U. S. , Jun 2007 – May 2011 EC
Google Still Gets The Most Unique Visitors in the U. S. Facebook and You. Tube are in the Top 5 Source: Nielsen “Tops of 2011: Digital” EC
Americans Spend More Time on Facebook Than Any Other Website Facebook has been #1 in time spent since 2010 Source: Citi Investment, Research and Analysis (September 2011) Source: Comscore, February 2011, Nielsen, State of the Media: The Social Media Report Q 3 2011 EC
Facebook was the #1 Search Term in the U. S. in 2011 For the 3 rd Year in a Row Source: Experian Hitwise, Facebook was the top search term for 2011, based on searches on Bing, Yahoo and Google EC
Facebook’s Mission: Make the World More Open and Connected In other words… Engagement EC
Facebook is Shifting Towards “Frictionless” Passive Sharing Seamless sharing could mean even more engagement EC
Asian, Black and Hispanic Populations Lead in Usage in the U. S. All populations are becoming increasingly social Source: e. Marketer, Nov 2011. EC
No Surprise: 18 -to-34 Year Olds Are Very “Social” Percent of online adults using social media monthly, by age But 55+ users are quickly catching up Source: Experian, The 2011 Social Media Consumer Trend and Benchmark Report EC
Social Networks Are a Popular Venue For Casual Games 61. 9 million Americans play social games every month Source: Pop. Cap Games, “ 2011 Pop. Cap Games Social Gaming Research” Information Solutions Group Source: Kabam, “Social Gamer Research Study” conducted by ISG, Sep 22 2011 Source: Quick Stat: US Social Gaming Revenues to Pass $1 Billion This Year, June 28 2011; e. Marketer July 2011 EC
From Linked. In to Zynga, Social IPOs are On The Rise ource: WSJ Market Data Group Facebook is expected to go public in 2012 EC
Facebook and Google Continue to be Exit Strategy for Social Startups 2004 Source: Wikipedia 2005 2006 2007 2008 2009 2010 2011 EC
Social Networks Now Reach 82% of the World’s Internet Population That’s 1. 2 billion people Source: com. Score Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World, ” Dec 21 2011 EC
Social Networking is Growing in Every Singly Country Total time spent on all regions grew by 35%+ in 2011 Source: com. Score Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World, ” Dec 21 2011 EC
Chinese Social Sites are Fighting for China’s Social Graph Sina employees refer to Weibo as “Face. Twitter” : Tencent Q 3 2011 Financial Report, Sina Weibo Q 3 2011 Financial Report EC
Forrester CEO: Social Media Saturation, “Bubble for Social Startups” ource: Le. Web, CNET Dec 8 2011 Some say there’s a bubble for social startups EC
Social Networks in General May be Saturated But social media is now an integral part of our lives Marketer Feb 2011, U. S. Social Networking Usage: 2011 Demographic and Behavioral Trends EC
“Staying in Touch” is a Major Factor in Social Networking Social networks allow us to stay connected to friends Source: Pew Research Center’s Internet & American Life Project, April 26 – May 22, 2011 Spring Tracking Survey, Based on adults who use SNS EC
The Idea of “Friends” is Changing Percent of all online adults who use social media to communicate with… Our “Social Graphs” are expanding Source: Experian, The 2011 Social Media Consumer Trend and Benchmark Report EC
The “Interest Graph” is Shifting Attention Away from Classic “Friends” There is a battle to map peoples’ shared passions Source: Asset. Map Blog, “Why the interest graph will reshape social networks” EC
Google is Creating a Social Layer with Google+ is an attempt to map the “Interest Graph” Source: Google News EC
Google+ is Growing Faster Than Other Social Networks Time to reach 50 million users (estimate) 67 million people have visited Google+ Source: Comscore Source: Leon Haland, Google+ calculations by Paul Allen, com. Score, My. Space, Twitter, Facebook, Linked. In EC
Pinterest Also Focuses on Shared Passions Visits to Pinterest grew 40 -fold in only 6 months Source: Hitwise, Pinteresting Trend in Social Media EC
People are Influenced by Friends / Family / Contacts People don’t trust brands as much Source: Vision Critical, “Online Social Networks: Trust Not Included” Sep 15, 2010 EC
Active Social Media Users are Influential Online They also tend to be influential offline Source: Nielsen, State of the Media: The Social Media Report Q 3 2011 EC
Influence is Shifting from Media to Individuals Startups are rushing to measure and rank influencers Source: Eloqua & JESS 3, The Message is the Messenger, March 8 2011 Source: Forrester 2010 Source: Ad. Week, A Million Little Klouts, Dec 14 2001 EC
Messages Have Potential to Reach Many People Within a Network Influential people can spread messages faster than ever EC
Today’s Mega Celebrities Engage Directly with Fans Some became influential by spreading content online Source: “Dissecting Justin Bieber” infographic by Crisp Social, Mashable Nov 6 EC
Internet Privacy is an Increasingly Hot Topic Internet users contradict themselves about privacy Source: Crowd Science, “Just. Ask! Advertising Attitudes & Behaviors Study, ” Sep 29, 2011; e. Marketer 2011 EC
Internet Users Appreciate Transparency They just want to know what data is being collected Source: Aimia, “Born This Way: The US Millenial Loyalty Survey” conducted by Harris Interactive, Oct 5, 2011 EC
Ultimately, Internet Users Want to Be Responsible for Their Own Privacy Not many want government to be responsible Source: Harris Interactive, “Behavioral Advertising and Privacy: What Consumers Think They Know & What Advertisers Need to Do About it”, by TRUSTe July 25, 2011 EC
Social Media Conversations Reveal What People Truly Care About 2011 If it’s important, it’s being talked about online Source: Facebook, Twitter EC
Technology Adoption is Accelerating Along with consumer’s expectations Source: e. Marketer 2011 EC
Americans are Becoming Seamlessly Connected Multi-taskers • • 40% of tablet and Smartphone owners use them daily while watching TV People do a variety of tasks when watching TV • 60% checking email • 42% visit social networks • 44% check sports scores • Americans ages 8 to 18 consumer 8. 5 hours of media per day due to multitasking. • 25 -33% of Americans use more than one input “most of the time” while watching TV, listening to music, or reading. We live in an age of continuous partial attention Source: Nielsen October 2011, Pew Internet and American Life Project, Kaiser Family Foundation 2005 Survey, Harvard Business Review 2007 Source: Room 214 and Crimson Hexagon, “Digital Shifts: How New Media is Changing TV, ” March 2 2011 EC
Mobile Social Media Use is On the Rise On-the-go social media is becoming essential Source: Nielsen, State of the Media: The Social Media Report Q 3 2011 EC
Mobile Social Media Use Will Continue to Rise The 3 rd screen is becoming the 1 st screen Source: e. Marketer, 2010, Mobile phone users who have a profile and access social networks from mobile phones EC
Gartner’s Hype Cycle Evaluates the Maturity of 1, 900 Technologies Group Buying Social Analytics Activity Streams Virtual Worlds Gamification Location-Aware Apps Internet of Things Social TV Social technologies are maturing Source: Gartner, “Hype Cycle for Emerging Technologies” 2011 EC
The Traditional Shopping Process is… Linear, predictable, analog, brand-controlled Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC
The New Purchase Journey is… Non-Linear, multi-channel, digital, consumer-controlled Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC
We Have Entered The Age of the Customer “In (the age of the customer), companies that thrive, like Best Buy, IBM, and Amazon, are those that tilt their budgets toward customer knowledge and relationships. ” - Josh Bernoff, Forrester Research Empowered buyers have on-demand expectations orrester, Josh Bernoff, Report: Competitive Strategy In The Age Of The Customer, June 2011 EC
Consumers Have More Power Than Ever Before Old strategies must be revisited orrester, Josh Bernoff, Report: Competitive Strategy In The Age Of The Customer, June 2011 EC
Social Media Impacts Businesses Financial Risk Mitigation & New Markets Companies are trying to understand its value e: Forrester research, The ROI of Social Media Marketing, Augie Ray EC
Companies Recognize Various Benefits from Social Media Brand building is #1 perceived benefit Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
CEOs are Joining Social Media Some actually engage directly with consumers EC
Social Media is Becoming a CEO-level agenda Social media is no longer a “fad” Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
Today’s CMOs Must Understand the Digital Landscape and Consumer Finding a balance between paid, owned and earned urce: Forrester Research, “Owned Media” EC
CMOs Worldwide Plan to Increase the Use of Social Media Percent of CMOs reporting under-preparedness to manage market factors CMOs at most companies feel unprepared , “From Stretched to Strengthened: Insights from the Global Chief Marketing Officer Study, ” Oct 11, 2011; e. Marketer EC
4 out of 5 American Companies Used Social Media Tools in 2011 Most with social programs have 1 -3 years of experience timeter, Social Readiness: How Advanced Companies Prepare rant Thornton, “International Business Report” as cited in press release Nov 16, 2011. ; e. Marketer: Key Digital Trends for 2011, Nov 2, 2010 EC
Some Industries Have Not Yet Adopted Social Media Some companies never will and Harvard Business Review, “The New Conversation: Taking Social Media From Talk to Action” Oct 27, 2010 EC
Businesses are Divided on Who Should Manage “Social” Only 6% had a dedicated social media group in 2010 : Altimeter, “Career Path of the Corporate Social Strategist, ” Nov 10, 2010 EC
Marketing, PR and Customer Service are Taking the Lead Teams must collaborate to integrate across entire org sultancy, “Social Media and Only PR Report 2010” sponsored by bigmouthmedia, provided to e. Marketer Sep 29, 2010 EC
Social Media Listening is Widely Accepted as Important Some companies have dedicated listening centers t. Tools, “Social Media and Customer Feedback, ” Oct 25, 2011 OUP International, “ 2010 Social Media News Survey, ” in conjunction with Ken Payne of Western Kentucky University June 16, 2010 EC
Social Media Crises Are On the Rise Social Media Crises Can Occur in Any Industry Causes of 50 Social Media Crises 2011 -2011 Poor experiences are #1 cause for crises Source: Twitter; Altimeter, 50 social media crises occurring between Jan 2011 and August 2011 EC
Social Networks Are Becoming Trusted Advisors for Brands are striking deals with social networks Source: Wall Street Journal, June 30, 2011; Twitter EC
Experienced Companies Are Integrating Social Media Advanced companies see integration as a priority mart. Brief Inc. , “The State of Social Media for Business” conducted by Summus, Limited, Nov 3, 2010 EC
Companies Are Executing Multiple Social Tactics Branded social pages are a common marketing tactic Source: Adobe, “ 2011 Survey: Digital Marketing in the Next Decade, ” April 28, 2011 EC
Daily Group Deals Are Now Mainstream But “Social Shopping” is not yet a reality Source: BIA/Kelsey as cited in press release, March 3, 2011 Source: Eversave, “Holiday Online Shopping and Daily Deals Websites, ” provided to e. Marketer , Nov 11, 2010 Source: Ji. Wire, “Mobile Audience Insights Report: Q 1 2011, ” May 24, 2011 Source: e. Marketer, May 2011 EC
Corporate Websites are Enabling Social Sign-On Curation is gaining attention Source: Hive. Fire, “Content Curation Adoption Survey 2011, ” March 30, 2011 Source: Gigya, “The Value of Social Sign-on and the Registered User” conducted by Edge Research, Sep 15, 2010 Source: Janrain as cited in company blog, Aug 16, 2010 EC
Marketers Recognize the Importance of Facebook Social media is becoming “critical” Marketer: Key Digital Trends for 2011, Hubspot, “The 2011 State of Inbound Marketing” March 2, 2011 EC
Marketers See Facebook As Most Effective Social Media Site Consumers prefer Fb marketing vs other social venues keter; Brandon Hall Group and Covario, “How Does Integration of Social Media Marketing (SMM) Enhance…” May 19, 2011 n Research and Arbitron, “The Social Habit II: The Edison Research/Arbitron Internet and Multimedia Study 2011, ” May 28, 2911 EC
Consumers “Like” All Kinds of Companies Favorites include entertainment & food I Research Inc. , “S-Net: The Impact of Social Media” sponsored by Perfomics, June 7, 2011; e. Marketer EC
There is Debate Over the Value of a “Fan” Cost Per Acquisition on Facebook The Value of a Fan (Various Studies) $9. 56: (money saved in triggering a fan into a purchase or other action assuming a constant acquisition cost of $1 -perclick, compared to the cost for a non-fan; calculated by Social. Code). • 2 cents: (offer for 500 new fans for $10. 51; e. Bay). • 57 cents: (offer for 1000 new fans for $57 by this fancreating agency). • $1. 07: (the cost of advertising on Facebook that encourages a user to become a “fan”; Webtrends). • $3. 60: (as a media buy to reach 1 million fans; Vitrue). • $71. 84: (extra amount fans spend vs. non-fans; Syncapse) • $136. 38: (average annualized value of total fan purchases; Syncapse). • 20 extra visits to your web site: (vs. one visit from a nonfan; Hitwise). Some studies estimate $10 while others say $0. 02 : How Much is a FAcebook Fan Worth? $10. Or Possibly 2 cents. Business Insider : Why Brands Still Need Facebook “Fans”, Ad. Age Digital EC
Brands Have Accumulated Many Fans / Likes Over the Years They are starting to focus more on “Engagement” ocial. Bakers. com, What Facebook brand pages have the best “People Talking About” number? EC
Customers Want Deals and Offers on Facebook They also want news, product info and conversations Reviews and the e-tailing group, “ 2011 Social Shopping Study, Brief N: Consumer Research Dynamics, Facebook and Communities ard Brown & Dynamic Logic, “The Value of a Fan” prepared for the World Federation of Advertisers (WFA), March 22, 2011 EC
Awareness of Location-Based Services and Offers Has Surged Usage far from mainstream, several startups exited nternet & American Life Project, “ 28% of American Adult Mobile and Social Location-Based Services, ” Sep 6 2011; e. Marketer cket, “ 2011 Mobile Marketing Survey Research Brief, Oct 20, 2011; e. Marketer EC
Over 60% of the Top 100 Brands Have a Google+ Page Most Followed Google+ Pages Top 10 Brands: “Share” of Circlers Google+ pages launched on Nov 7, 2011 Source: Simply. Measured “Google+ Brand Page Adoption and Engagement Trends, ” e. Marketer Nov 16 2011 Source: Zoom. Sphere Google+ Page Statistics EC
Brands Continue to Strive for “Viral” Videos Better reach is a key factor Source: Association of National Advertisers (ANA) as cited in press release, Oct 10, 2011 Source: DIGIDAY and Yu. Me, “State of the Industry on Digital Video, ” April 12, 2011 Source: Nielsen “Tops of 2011: Digital” EC
There is Great Demand for Skilled Social Media Marketers Which of the following digital marketing skill sets, if any, will you look to acquire in 2011? (select all that apply) 50% of agencies looking to acquire social skill sets Source: Sodaspeaks, Society of Digital Agencies (So. DA) 2011 Digital Marketing Outlook EC
35% of Companies Have a Company-Wide Head of Social Media 65% do not have a head of social media Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
Most Companies have “Hub and Spoke” or “Centralized” Organizations Few companies consider themselves a “holistic” org e: Altimeter, Social Readiness: How Advanced Companies Prepare EC
Social Teams Made Up of Communications and Marketing Professionals Average size of corporate social media team: 11 e: Altimeter, Social Readiness: How Advanced Companies Prepare EC
Three Primary Roles Make Up a Social Media Team Creative talent is becoming a priority Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
Companies Have a Range of Capabilities Already In Place 50% plan to have all these capabilities in next 2 years Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
Large Companies Have Many Social Accounts All Over the World Average # of social media corporate accounts: 178 meter, Survey of Social Media Program Managers (Q 1 -Q 2 2011), 140 respondents, all over 1000 employees EC
Social Media Teams Have Limited Budgets for 2011 Avg Annual Social Business Budget Per Corporation by Company Revenue Companies still see social media as an experiment meter, Survey of Social Media Program Managers (Q 1 -Q 2 2011), 140 respondents, all over 1000 employees EC
Maturity Drives Average Budget, Team Size and Organization Maturity Levels (Self-Assessed) Advanced teams have 20 x the budget of novice teams eter, Survey of Social Media Program Managers (Q 1 -Q 2 2011), Maturity Levels; 140 respondents, all over 1000 employees EC
Hiring Full-Time Employees is a Priority Other priorities: Services, content and media buys Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
Significant Staff, Ad Spend, and Community Management Increases in 2011 Technology spending also rose substantially Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010 EC
Budgets Are Increasing Year-Over-Year Staff, social ads and community platforms are priorities onsultancy, “Social Media and Online PR Report 2010” sponsored by bigmouthmedia oz & Company and Buddy Media: “Campaigns to Capabilities: Social Media Marketing” 2011 meter, Survey of Social Media Program Managers (Q 1 -Q 2 2011), 140 respondents, all over 1000 employees EC
Social Media is Shifting Dollars from Digital Spend Shifts within digital include display and search ads Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
Social Media Spend Will Increase As a Percentage of Digital Spend Social media will begin to take up a meaningful share keter Jan 2011, e. Marketer Sep 2011; Booz & Company and Buddy Media: “Campaigns to Capabilities: Social Media Marketing” 2011 EC
Internet Ad Spending is Closing the Gap on TV Ad Spending People better recall cross-platform ads Source: Nielsen October 2011, Pew Internet and American Life Project, Kaiser Family Foundation 2005 Survey, Harvard Business Review 2007 Nielsen; Google Cross-Platform Ad Effectiveness Study, 2011 EC
Consumer Behavior Drives Changing Investment What is the primary reason that your marketing investments are changing? (select all that apply) Competitive forces are also a key factor Source: Sodaspeaks, Society of Digital Agencies (So. DA) 2011 Digital Marketing Outlook EC
US Marketers Will Spend $3 B+ in Social Media Ads in 2011 2012 global social ad spending will rise by 45% to $8 B Marketer Jan 2011 ooz & Company and Buddy Media: “Campaigns to Capabilities: Social Media Marketing” 2011 Marketer Sep 2011 EC
Ad Spending on Facebook is Increasing at a Decreasing Rate • Click to edit Master text styles • Second level • Third level – Fourth level • Fifth level Facebook will generate $5. 78 B in ad revenue in 2012 ns, Affinity Arbitron, e. Marketer, Facebook, Internet World Stats, Nielsen, Newspaper Association of America (Oct 2011); Silicon Alley Insider ter Sep 2011. Note: Paid advertising only, excludes spending by marketers that goes toward developing or maintaining a Facebook presence EC
Ad Spending on Twitter is Increasing at a Decreasing Rate Twitter will generate $259. 9 M in ad revenue in 2012 eter, Sep 2011. Note: Paid advertising only; excludes spending by marketers that goes toward developing or maintaining a Twitter presence. EC
Budgets Are Rising But ROI is Still Difficult to Measure 47% Not able to measure value gained from investment nsultancy, “Social Media and Online PR Report 2010” sponsored by bigmouthmedia; Note: n=347; e. Marketer rketing. Sherpa, “ 2011 Social Marketing Benchmark Report, Nov 15, 2011; e. Marketer EC
Engagement Metrics Are Most Common Methods of Measurement Other methods include sentiment, traffic and SOV ef Marketer, “ 2011 Social Marketing Survery, ” Oct 1, 2011 imeter, Survey of Social Media Program Managers (Q 1 -Q 2 2011), 140 respondents, all over 1000 employees EC
Soft Metrics Trump Harder Factors to Determine Social Media Success “Ability to adapt & react quickly” seen as essential Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
Top Companies are Developing KPIs & Dashboards, Seeking More Insights Few are building revenue-generating platforms oz & Company and Buddy Media, “Campaigns to Capabilities: Social Media & Marketing, ” Oct 4, 2011 EC
Social Strategists’ 2011 Internal Goals led by ROI Measurement Other internal goals: Education and organization imeter, Survey of Social Media Program Managers (Q 1 -Q 2 2011), 140 respondents, all over 1000 employees EC
Social Strategists’ 2011 External Goals led by Website Integration Social corporate websites will be a big topic in 2012 imeter, Survey of Social Media Program Managers (Q 1 -Q 2 2011), 140 respondents, all over 1000 employees EC
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