The State of Social Marketing 2012 - 2013
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Each year, Pivot takes the pulse of Social Marketing professionals. The purpose of this research is to get inside the heads of professionals leading Social initiatives for major organizations to see their current attitudes and to get a sense of what will impel their decisions in the year ahead.
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The State of Social Marketing 2012 - 2013
- 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