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Social Media Marketing ROI Study
An Independent Study, commissioned by Adobe, that looks at
Social Media Marketing measurement across Europe
Methodology

   Independent research by Vanson Bourne, commissioned by Adobe.
   500 marketing directors were polled across the UK, France, Italy, Germany and the
    Nordics.
   500 interviews were carried out in April and May 2011 with marketing decision-
    makers in companies of at least 250 employees.
   In order to qualify the companies had to use social media within their marketing
    strategy.
   The survey sample comprises 100 organisations in each country.
   The research covered a wide range of sectors, including businesses with a B2B or
    B2C focus.
   Findings from the study were released on September 21st 2011.




                                                                                        2
Methodology

 Size of Company
 Base: All respondents                     Total           UK    France   Germany   Italy   The Nordics
 251 – 500 employees                       43%            41%     52%       48%     38%        35%
 501 – 1000 employees                      21%            22%     21%       22%     15%        23%
 1001 – 3000 employees                     16%            12%     12%       12%     22%        24%
 More than 3000 employees                  20%            25%     15%       18%     25%        18%
 Base                                      500            100     100       100     100        100

 Focus of Business
 Base: All respondents                      Total          UK    France   Germany   Italy    The Nordics
 B2B                                        33 %          29 %    45 %     28 %     24 %        40 %
 B2C                                        19 %          9%      25 %     18 %     19 %        24 %
 Both B2B and B2C                           48 %          62 %    30 %     54 %     57 %        36 %
 Base                                       500           100     100       100     100          100


 Sectors Covered:
 •    Manufacturing
 •    Financial services
 •    Utilities
 •    Technology & Communications
 •    IT and Computer Services (including B2B HighTech)
 •    Consumer electronics and technology
 •    Retail
 •    Distribution or transport
 •    Media and entertainment
 •    Consumer services
 •    Travel and hospitality
 •    Business & professional services


                                                                                                          3
Key findings

The first set of data to be released from this Research Study in September 2011 looks
at the attitude and behaviour towards social media marketing measurement in
Europe

   The top priority for European marketing directors in social media marketing is deciding how
    to measure the value of their social investment
   58 per cent of European Marketing Directors feel that “deciding how to measure social
    media investment” is the top priority in social media marketing.
   More than three quarters (78 per cent) of European marketers do not feel they have a
    complete and up-to-date view on how much they are investing in, managing and delivering
    social media campaigns.

“As with the evolution of digital marketing ten years ago, there is a significant opportunity to grow the use of social
  media for marketing by really understanding what the returns are. Investment in social marketing is being held
 back by an inability to measure the end results. Once we get this right as an industry, this will naturally unlock the
potential for further investment. The willingness to do this is existing within organizations today but the onus is on
            the industry to provide the necessary support to make this a reality in Europe and globally.”

                              Neil Morgan, senior director, EMEA marketing at Adobe.



                                                                                                              4
Measurement of social media
marketing across Europe




                              5
What do European Marketing Directors consider as the main priorities
 when approaching social marketing?

                                                                                     “Deciding how to measure the value of an
                                                                                     investment in social media” is the highest
        Deciding how to measure the value of my investment in social media
                                                                                     priority for marketing directors in Europe.
        Deciding how much of my marketing budget to invest in social media
        Deciding how to find the necessary resources and people to manage social media
        Deciding which social media outlets to invest in
        Deciding how to convince senior management of the necessity to invest
        Deciding how to change or modify the culture of my company to accept social
        media




            58%                   55%                      53%                 48%
                                                                                                     35%                   32%
                                                                                                                                       19%


     Deciding how to     Deciding how much Deciding how to find Deciding which social Deciding how to       Deciding how to     Deciding how to
    measure the value of  of my marketing        the necessary    media outlets to     convince senior    change or modify the convince my team
     my investment in    budget to invest in resources and people     invest in       management of the      culture of my     that social media is
       social media         social media       to manage social                       necessity to invest  company to accept      not a priority
                                                     media                                                    social media




Q12) A lot of marketers are currently assessing social media priorities. Please rank your top three priorities from the list
                                                                                                                                           6
below, where '1' is your most important priority. Percentage of respondents to rank 1,2 or 3.
Are companies currently measuring how social media marketing impacts
    revenue?

                                                                                        36% are measuring social media
                                                                                        marketing’s impact on revenue, but not
                                                                                        doing so accurately
     60%

     55%

     50%

     45%

     40%
                                                         36%
     35%
                              30%
     30%

     25%

     20%
                                                                                19%
                                                                                                          16%
     15%

     10%

       5%

       0%
                                                                   Total
                  Yes, we do this very well
                  Yes, but we don't do this accurately
                  No, we don't know how to do this but would like to
                  No, this is not a priority for us – we use social media purely for branding not sales


Q28) Does your company currently measure how social media marketing impacts revenue? Base: All respondents               7
In the next 12 months, are companies planning to measure how social
   media marketing impacts revenue?




                            17%                                                               Yes
                                                                                                                    47% of
                                                                                                                    organisations who
                                                                                              No                    don’t currently
                                                                                                                    measure how social
                                                                         47%                  I don't
                                                                                                                    media marketing
                                                                                              know                  impacts revenue,
                                                                                                                    will do so in the
                                                                                                                    next 12 months.

                   36%




Q30) In the next 12 months, is your company planning to measure how social media marketing impacts revenue? Base:                8
Respondents who don't currently measure how social media marketing impacts revenue
What methods do businesses have in place today to measure social
    media marketing efforts?

                                                                                      40% of European businesses have bought
                                                                                      specific software to measure and analyse
     55%
                                                                                      their social media marketing efforts
     50%

     45%
                                40%
     40%

     35%                                                  32%
     30%

     25%
                                                                                     22%
     20%

     15%

     10%
                                                                                                                6%
       5%

       0%
                                                                       Total

                                  We have bought specific software to measure and analyse our social media marketing efforts
                                  We have employees gathering the information and we analyse it ourselves
                                  We use one or more free measurement software tools that are found online
                                  We rely on people within the organization providing us with the information on an ad-hoc basis




Q29) What methods do you have in place today to measure social media marketing efforts? Base: Respondents who
                                                                                                                                   9
currently measure how social media marketing impacts revenue
In the next 12 months if companies are going to measure how social
   media impacts revenue, how are they planning to do this?

                                            5%                                                 Some of the team will gather the information
                                                                                               and we will analyse it ourselves




                                                                      28%                      Buy software to measure and analyse our social
                                                                                               media marketing efforts comprehensively
                         20%




                                                                                               Use one or more free measurement software
                                                                                               tools that are found online




                                                                                               I have not thought about that yet

                       23%

                                                                25%

                                                                                               We will rely on people within the organization
                                                                                               providing us with the information on an ad-hoc
                                                                                               basis




Q31) How do you plan to measure how social media impacts revenue? Base: Respondents who are planning
                                                                                                                                   10
to measure how social media impacts revenue in the next 12 months
Are European businesses integrating social media alongside other
    traditional metrics?

                                                                                             61% of businesses are integrating social
90%
                                                                                             media alongside other traditional metrics

80%



70%

                                               61%
60%



50%



40%
                                                                                             35%

30%



20%



10%
                                                                                                                                          4%

  0%
                                                                                             Total

                                                                               Yes     No     I don't know

Q26) Do you currently integrate social media with other traditional metrics in your organization, for example do you integrate Facebook
                                                                                                                                               11
traffic with web traffic to track customer behaviour? Base: All respondents
What reasons do those not currently integrating metrics give to explain
   lack of integration?

60%
                                                                          39% do not regard integrating metrics alongside
                                                                          other traditional metrics as important.
55%


50%


45%


40%                                     39%                                     39%


35%


30%


25%                                                                                                                    23%

20%


15%


10%


  5%


  0%
                                                                               Total
                   We don't regard it as important             We don't have the know-how                It's never occurred to us to do so



Q27) Which of these best explain why you do not integrate social media with other traditional metrics? Base:
                                                                                                                                              12
Respondents who don't integrate social media with other traditional metrics
Should there be an industry standard for RoI in social media?


                                                                      55% think there should be an industry standard
                                                                      for RoI in social media.

         65%

         60%
                                            55%
         55%

         50%

         45%

         40%

         35%

         30%

         25%                                                                 24%
                                                                                              21%
         20%

         15%

         10%

           5%

           0%
                                                                             Total

                                                                Yes     No    Don't know

Q34) Do you think there needs to be an industry standard for ROI in social
                                                                                                                 13
media? Base: All Respondents
What is the best way ROI of social media should be measured?

                                                                               50% think measurement of social media should
                                                                               be integrated within the wider marketing mix

         70%
                                          66%
         65%

         60%
                                                                56%
         55%
                  50%                                                                                       49%
         50%
                                                                                      46%
         45%
                                                                                            40%                   41%                        40%
         40%

         35%            33%                                            32%                                                      33%

         30%                                                                                                                          27%
                                                 25%
         25%

         20%                    17%
                                                                                                  14%
         15%                                                                   12%
                                                       9%                                                                 10%
         10%

          5%

          0%
                        Total                    UK                   France             Germany                  Italy          The Nordics

                                      Measurement of social media should be integrated within the wider marketing mix
                                      Measurement of social media should be done in isolation from other marketing campaigns
                                      Not sure


Q34) Which of these do you believe is the best way ROI of social media should
                                                                                                                                            14
be measured? Base: All Respondents
Which of these social media outlets are used in European Marketing
    activity?

                                                                              Facebook is the most widely used social
        90%                                                                   media outlet, for marketing, in Europe.
        80%

        70%

        60%

        50%

        40%

        30%

        20%

        10%

         0%
                    Facebook            Twitter             Forums              Blogs             YouTube             LinkedIn          Social Media
                                                                                                                                      outlets specific to
                                                                                                                                      your own country
                 Total                 UK                 France                 Germany                  Italy                  The Nordics


Q2) Which of these social media outlets do you use in your marketing?: Facebook, Twitter, Forums, Blogs, YouTube, LinkedIn, Local
                                                                                                                                                15
specific outlets
Thank you



            16

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European Social Media Marketing ROI Study

  • 1. Social Media Marketing ROI Study An Independent Study, commissioned by Adobe, that looks at Social Media Marketing measurement across Europe
  • 2. Methodology  Independent research by Vanson Bourne, commissioned by Adobe.  500 marketing directors were polled across the UK, France, Italy, Germany and the Nordics.  500 interviews were carried out in April and May 2011 with marketing decision- makers in companies of at least 250 employees.  In order to qualify the companies had to use social media within their marketing strategy.  The survey sample comprises 100 organisations in each country.  The research covered a wide range of sectors, including businesses with a B2B or B2C focus.  Findings from the study were released on September 21st 2011. 2
  • 3. Methodology Size of Company Base: All respondents Total UK France Germany Italy The Nordics 251 – 500 employees 43% 41% 52% 48% 38% 35% 501 – 1000 employees 21% 22% 21% 22% 15% 23% 1001 – 3000 employees 16% 12% 12% 12% 22% 24% More than 3000 employees 20% 25% 15% 18% 25% 18% Base 500 100 100 100 100 100 Focus of Business Base: All respondents Total UK France Germany Italy The Nordics B2B 33 % 29 % 45 % 28 % 24 % 40 % B2C 19 % 9% 25 % 18 % 19 % 24 % Both B2B and B2C 48 % 62 % 30 % 54 % 57 % 36 % Base 500 100 100 100 100 100 Sectors Covered: • Manufacturing • Financial services • Utilities • Technology & Communications • IT and Computer Services (including B2B HighTech) • Consumer electronics and technology • Retail • Distribution or transport • Media and entertainment • Consumer services • Travel and hospitality • Business & professional services 3
  • 4. Key findings The first set of data to be released from this Research Study in September 2011 looks at the attitude and behaviour towards social media marketing measurement in Europe  The top priority for European marketing directors in social media marketing is deciding how to measure the value of their social investment  58 per cent of European Marketing Directors feel that “deciding how to measure social media investment” is the top priority in social media marketing.  More than three quarters (78 per cent) of European marketers do not feel they have a complete and up-to-date view on how much they are investing in, managing and delivering social media campaigns. “As with the evolution of digital marketing ten years ago, there is a significant opportunity to grow the use of social media for marketing by really understanding what the returns are. Investment in social marketing is being held back by an inability to measure the end results. Once we get this right as an industry, this will naturally unlock the potential for further investment. The willingness to do this is existing within organizations today but the onus is on the industry to provide the necessary support to make this a reality in Europe and globally.” Neil Morgan, senior director, EMEA marketing at Adobe. 4
  • 5. Measurement of social media marketing across Europe 5
  • 6. What do European Marketing Directors consider as the main priorities when approaching social marketing? “Deciding how to measure the value of an investment in social media” is the highest Deciding how to measure the value of my investment in social media priority for marketing directors in Europe. Deciding how much of my marketing budget to invest in social media Deciding how to find the necessary resources and people to manage social media Deciding which social media outlets to invest in Deciding how to convince senior management of the necessity to invest Deciding how to change or modify the culture of my company to accept social media 58% 55% 53% 48% 35% 32% 19% Deciding how to Deciding how much Deciding how to find Deciding which social Deciding how to Deciding how to Deciding how to measure the value of of my marketing the necessary media outlets to convince senior change or modify the convince my team my investment in budget to invest in resources and people invest in management of the culture of my that social media is social media social media to manage social necessity to invest company to accept not a priority media social media Q12) A lot of marketers are currently assessing social media priorities. Please rank your top three priorities from the list 6 below, where '1' is your most important priority. Percentage of respondents to rank 1,2 or 3.
  • 7. Are companies currently measuring how social media marketing impacts revenue? 36% are measuring social media marketing’s impact on revenue, but not doing so accurately 60% 55% 50% 45% 40% 36% 35% 30% 30% 25% 20% 19% 16% 15% 10% 5% 0% Total Yes, we do this very well Yes, but we don't do this accurately No, we don't know how to do this but would like to No, this is not a priority for us – we use social media purely for branding not sales Q28) Does your company currently measure how social media marketing impacts revenue? Base: All respondents 7
  • 8. In the next 12 months, are companies planning to measure how social media marketing impacts revenue? 17% Yes 47% of organisations who No don’t currently measure how social 47% I don't media marketing know impacts revenue, will do so in the next 12 months. 36% Q30) In the next 12 months, is your company planning to measure how social media marketing impacts revenue? Base: 8 Respondents who don't currently measure how social media marketing impacts revenue
  • 9. What methods do businesses have in place today to measure social media marketing efforts? 40% of European businesses have bought specific software to measure and analyse 55% their social media marketing efforts 50% 45% 40% 40% 35% 32% 30% 25% 22% 20% 15% 10% 6% 5% 0% Total We have bought specific software to measure and analyse our social media marketing efforts We have employees gathering the information and we analyse it ourselves We use one or more free measurement software tools that are found online We rely on people within the organization providing us with the information on an ad-hoc basis Q29) What methods do you have in place today to measure social media marketing efforts? Base: Respondents who 9 currently measure how social media marketing impacts revenue
  • 10. In the next 12 months if companies are going to measure how social media impacts revenue, how are they planning to do this? 5% Some of the team will gather the information and we will analyse it ourselves 28% Buy software to measure and analyse our social media marketing efforts comprehensively 20% Use one or more free measurement software tools that are found online I have not thought about that yet 23% 25% We will rely on people within the organization providing us with the information on an ad-hoc basis Q31) How do you plan to measure how social media impacts revenue? Base: Respondents who are planning 10 to measure how social media impacts revenue in the next 12 months
  • 11. Are European businesses integrating social media alongside other traditional metrics? 61% of businesses are integrating social 90% media alongside other traditional metrics 80% 70% 61% 60% 50% 40% 35% 30% 20% 10% 4% 0% Total Yes No I don't know Q26) Do you currently integrate social media with other traditional metrics in your organization, for example do you integrate Facebook 11 traffic with web traffic to track customer behaviour? Base: All respondents
  • 12. What reasons do those not currently integrating metrics give to explain lack of integration? 60% 39% do not regard integrating metrics alongside other traditional metrics as important. 55% 50% 45% 40% 39% 39% 35% 30% 25% 23% 20% 15% 10% 5% 0% Total We don't regard it as important We don't have the know-how It's never occurred to us to do so Q27) Which of these best explain why you do not integrate social media with other traditional metrics? Base: 12 Respondents who don't integrate social media with other traditional metrics
  • 13. Should there be an industry standard for RoI in social media? 55% think there should be an industry standard for RoI in social media. 65% 60% 55% 55% 50% 45% 40% 35% 30% 25% 24% 21% 20% 15% 10% 5% 0% Total Yes No Don't know Q34) Do you think there needs to be an industry standard for ROI in social 13 media? Base: All Respondents
  • 14. What is the best way ROI of social media should be measured? 50% think measurement of social media should be integrated within the wider marketing mix 70% 66% 65% 60% 56% 55% 50% 49% 50% 46% 45% 40% 41% 40% 40% 35% 33% 32% 33% 30% 27% 25% 25% 20% 17% 14% 15% 12% 9% 10% 10% 5% 0% Total UK France Germany Italy The Nordics Measurement of social media should be integrated within the wider marketing mix Measurement of social media should be done in isolation from other marketing campaigns Not sure Q34) Which of these do you believe is the best way ROI of social media should 14 be measured? Base: All Respondents
  • 15. Which of these social media outlets are used in European Marketing activity? Facebook is the most widely used social 90% media outlet, for marketing, in Europe. 80% 70% 60% 50% 40% 30% 20% 10% 0% Facebook Twitter Forums Blogs YouTube LinkedIn Social Media outlets specific to your own country Total UK France Germany Italy The Nordics Q2) Which of these social media outlets do you use in your marketing?: Facebook, Twitter, Forums, Blogs, YouTube, LinkedIn, Local 15 specific outlets
  • 16. Thank you 16