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Leading Research   Christopher Vollmer
                   Karen Premo




Campaigns to Capabilities
Social Media & Marketing 2011
Selected Insights
October 2011
Facebook, Twitter, and YouTube are the cornerstones of most
social media strategies
                                                       Priority Social Media Platforms
                                            (% of respondents listing this platform among their top 3)

                                                                                                                        Key Observations

                                                                                                              Respondents reported that they use
        94%                                                                                                   multiple social media platforms; sample
                                                                                                              average was 4.6

                             77%                                                                              Facebook and Twitter are by far the most
                                                                                                              broadly used and highest-priority
                                                                                                              platforms
                                                                                                              Location-based social media is still
                                                                                                              emergent
                                                   42%                                                        MySpace is a priority platform for only a
                                                                                                              limited number of respondents; most do
                                                                                                              not use it at all
                                                                        25%                  25%

                                                                                                             13%
                                                                                                                               8%
                                                                                                                                                 2%

     Facebook               Twitter             YouTube                Blogs         Company-owned          LinkedIn       Location-          MySpace
                                                                                     social platforms                     based (e.g.,
                                                                                                                          Foursquare)
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results


                                                                                                                                                          1
Today, social media lives primarily within marketing, digital,
and PR
                                        Departments Responsible for Leading Social Media Today
                                                                         (% of respondents)

     81%
                                                                                                                              Key Observations

                                                                                                                       Marketing departments are primarily
                           62%                                                                                         responsible for social media today
                                                                                                                       However, social media is often sprea
                                                                                                                       d across multiple departments
                                                 48%
                                                                                                                       More leading-edge companies use
                                                                                                                       social media for a broader variety of
                                                                                                                       applications
                                                                      26%

                                                                                            16%
                                                                                                                 10%             8%                8%



  Marketing               Digital                PR                Customer              Research           Sales/commerce     Product              IT
                                                                    service                                                  development



Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results


                                                                                                                                                               2
A third of companies have a senior executive who is responsible
for social media company-wide
                 Does Your Company Have a Senior Executive Who Is
                    Responsible for Social Media Company-Wide?
                                              (% of respondents)




                                                                                                                Key Observations
                                                                                     Yes
                                                                              35%                           Overall, a third of companies
                                                                                                            reported that they have a
                                                                                                            company-wide head of social
                                                                                                            media
                                                                                                            The portion rises to 41%
                                                                                                            among companies that
                                                                                                            consider themselves “best in
                                 65%
                           No                                                                               class” or “strong”




Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results


                                                                                                                                            3
Respondents identified a range of critical success enablers
                                                                         Social Media Success Factors
                                                              (% of respondents who “strongly agree” or “agree”)
                                                                                                                                                                      Key Observations

                                                                                                                                                                    Softer factors appear to
    94%               93%                                                                                                                                           trump harder factors
                                       90%             90%             88%                                                                                          (budgets, head of social,
                                                                                        86%
                                                                                                          83%                                                       etc.) in driving success
                                                                                                                            80%            79%


                                                                                                                                                             62%
                                                                                                                                                                              53%
                                                                                                                                                                                               50%




Ability to adapt   Having a clear      Clearly      Education on    A culture that   Supporting       Training of staff   Strong PR     Unique content      Ability to       Dedicated      Head of social
& react quickly     champion,       communicated    what can be      encourages    initiatives with     who are not       capability   that is exclusive coordinate &       budget not         media
                      owner          support from   achieved via   experimentation an integrated      accustomed to                    to the audience      manage          shared with     company-wide
                                      executive     social media                   marketing plan      using social                        on each       multiple service   other digital
                                     management                                                                                                            providers         initiatives


Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results


                                                                                                                                                                                                         4
Social media is a CEO-level agenda item for many companies

                          Is Social Media on Your CEO’s Agenda?
                                             (% of respondents)


                          Don’t know
                                       19%
                                                                                                                  Key Observations

                                                                                      Yes                   Though social is not on the agenda
                                                                               38%                          of many CEOs, nearly 40% of
                                                                                                            respondents reported that is it a
                                                                                                            CEO-level agenda item
                                                                                                            This suggests that social media
                                                                                                            has moved beyond being a “fad”
                                                                                                            for many of these companies, and
                                                                                                            it is viewed more as a high-
                                                                                                            potential business tool

                                       43%
                                     No




Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results


                                                                                                                                                 5
Social media has a range of uses

                                              How Do You Use Your Top Social Media Platforms?
                                                            (% of respondents)
                                                                                                                          Key Observations

                                                                                                                 Advertising and promotions, PR, and
                                                                                                                 customer service are the primary uses
                                                                                                                 today
                                                                                                                 Emerging uses include market
        96%                                                                                                      research, sales, and product
                             88%                                                                                 development

                                                  75%                                                            In a minority of cases, social media is
                                                                                                                 also used for internal communications,
                                                                                                                 recruiting, or content generation
                                                                       56%
                                                                                             48%
                                                                                                               40%

                                                                                                                                24%
                                                                                                                                                  13%



    Advertising &             PR            Customer service      Market research      Sales/commerce         Product         Internal       Other (recruiting,
     promotions                                                                                             development    communications   content generation,
                                                                                                                                               community)
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results


                                                                                                                                                              6
Companies view social media as offering the most benefit in the
upper stages of the purchase funnel
                                                                                                                                 Key Observations
                                                     Great or Some Benefit from Social Media                              Companies are deriving significant
                                                                         (% of respondents)
                                                                                                                          marketing value from social media
                                                                                                                          Though the generation of sales and
                                                                                                                          leads is rated lower than other
                                                                                                                          benefits, almost half of respondents
       90%            89%             88%                                                                                 see it as a benefit of social media
                                                     81%
                                                                    78%            76%
                                                                                                   71%         71%           71%
                                                                                                                                          66%


                                                                                                                                                         46%




   Brand building Interactivity   Buzz building   Consumer       Enhanced     Broad reach      Creativity &   Speed of     Lower cost   Traffic to   Generation of
                                                   insights       marketing                    innovation     execution                 our sites     sales/leads
                                                                effectiveness

Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results

                                                                                                                                                                 7
Marketers measure social media across all stages of the purchase
funnel

                                   Metrics Used for Social Media
                                         (% of respondents)

             Reach (uniques, PVs, video views, time spent)                                                   88%
                                                                                                                           Key Observations

           Buzz (trending topics, blog mentions, influentials)                                     66%                  Companies are still trying to
                                                                                                                        “crack the code” on the
                                                                                                                        measurement of social
     Engagement (forwards, shares, re-tweets, posts, likes)                                                       93%   media
                                                                                                                        Most respondents report
                                                                                                                        using multiple approaches to
          Participation (fans, followers, check-ins, sign-ups)                                                    92%   measuring social media as
                                                                                                                        metrics mature
                                                                                                                        Most companies are not yet
                       Transaction (sales, leads generated)                         38%                                 able to link transactions to
                                                                                                                        social media

      Advocacy (comments, feedback, participation in polls)                                                 81%




Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results


                                                                                                                                                        8
Respondents agree that social media will become a bigger part of
their marketing mix
                                                 Social Media in the Marketing Mix – Opinions
                                                (% of respondents who “strongly agree” or “agree”)
                                                                                                                                     Key Observations

                                                                                                                              Though social media is an
                                                                                                                              increasingly important part of the
          90%                                                                                                                 marketing mix, it is not replacing
                                                                                                                              other vehicles like search or
                                                                                                                              owned sites
                               65%                                                                                            Respondents appear bullish on
                                                    54%                                                                       integration and don’t believe that it
                                                                         49%                                                  is “impossible” to measure
                                                                                              40%
                                                                                                                  32%
                                                                                                                                      27%
                                                                                                                                                           19%



       Social metrics    Our organization         Investing in     Social media   Social media is                Our brand     Social media is a         Evaluating
     should be tailored will integrate social relationships with   should be the    driving our                 presence on    traffic source that     campaigns that
    to the needs of the     media into all    consumers through fastest-growing approach to mobile           platforms such as is more important     integrate social &
         campaign           advertising &       social media is   segment of our    marketing               Facebook & Twitter    than search         traditional media
                              marketing        more important to marketing budget                            is becoming more                         feels impossible
                                                our brands than                                             important than our                               today
                                                  mass reach                                                      own site
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results

                                                                                                                                                                      9
Companies have a range of capabilities already in place or are look
 ing to build them                                 Key Observations

                                                                                                                  Only a handful of companies have all of
                                                                  Organizational Elements                         these organizational elements in place
       Do Not Have, Not Looking to Build
                                                                         (% of respondents)                       today
       Building or Will Build Soon                                                                                However, almost half report that they will
       Have Today                                                                                                 have all of them in place in one or two
                                                                                                                  years

     7%                    3%        9%                   4%                            4%                                9%
                                                                  16%                           16%         16%
                                                                                                                                       25%
    29%             34%                           37%                                                                                               41%
                                     32%                                         47%
                                                                  28%
                                                                                                 35%                      56%
                                                                                                            46%
                                                                                                                                       40%


                                                                                                                                                    44%
    65%             63%              59%          59%             56%
                                                                                 50%             49%
                                                                                                            38%           35%          35%
                                                                                                                                                    15%

Social media Integration of Monitoring           Overall    Social media       KPIs &    Social mediaPlatforms/forums Consumer       Social      Revenue-
  policies    social media    & rapid          strategy for   agency         dashboards creative/content to share       insights   media-driven generating
             into marketing response          social media partnerships       for social   capability   results/best generation via customer     platforms
              plans overall capability in                                       media                    practices    social media   service     built from
                            social media                                                                                            channels    social media

Note: Numbers may not add up due to rounding.
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results


                                                                                                                                                            10
Almost all companies report that they are growing their spend on
social media
                                             Future Investments in Social Media
                                                            (% of respondents)
                                        Will remain unchanged
                                                                  5%


                                                                                                 Substantially more resources

                                                                                             39%


                                                                                                                     Key Observations

                                                                                                                 Companies clearly intend to
                                                                                                                 spend more on social media in
                                              57%                                                                the future to build bigger social
                                                                                                                 programs and platforms
              Somewhat more resources                                                                            No respondents reported that
                                                                                                                 they would spend less on
                                                                                                                 social media in the future



Note: Numbers may not add up due to rounding.
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results

                                                                                                                                                     11
Hiring full-time employees is the number one investment being
made in social media
                                                                 Investments in Social – Type                                Key Observations
                                                                           (% of respondents)
                                                                                                                          As companies are building
          57%                                                                                                             up their social media, they
                                                                                                                          are focused on hiring in-
                                                                                                                          house staff
                                  48%
                                                                                                                          Partners also will play a key
                                                                                                                          role in supporting
                                                           39%                      38%                                   companies as they use
                                                                                                                          social media more widely

                                                                                                            25%

                                                                                                                          16%
                                                                                                                                              14%




    Hiring full-time      Services provided            Creating                Media buys           Consulting/other   IT systems/     Hiring contractors,
     employees              by partners               more content                                   professional      partnerships   freelancers, or part-
                                                                                                       services                         time employees


Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results


                                                                                                                                                          12
Three primary roles make up a social media team
                                                                                                                                       Key Observations

                                                                                                                                 Today, community
                                                                                                                                 management is the most
                                                                                                                                 common role
                                                                                                                                 Looking forward, hiring creative
                                                 This Role Is on Our Social Media Team Today                                     talent is the top priority
                                                             (% of those with dedicated resources)
              63%                                                                                                                IT talent is not a priority for
                                                49%                                                                              social media hiring
                                                                                   36%
                                                                                                                     30%
                                                                                                                                                     10%

     Community managers                Creative talent (editors,         Analysts/strategy resources        Senior management (not        Product/software developers
                                          content creation)                                                 including head of social
                                                                                                              media if applicable)

                               Type of Full-Time Roles We Are Planning to Invest In in the Near Future
                                                                   (% of respondents investing in FTEs)
                                                 72%
              59%
                                                                                    43%
                                                                                                                     28%                             24%


     Community managers                Creative talent (editors,         Analysts/strategy resources        Senior management (not        Product/software developers
                                          content creation)                                                 including head of social
                                                                                                              media if applicable)
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results

                                                                                                                                                                   13
Marketers report that social media spend will increase
 significantly as a percentage of digital spend in the next three years

                                       Social Media Spend as a Percentage of Digital Marketing Spend

                                    Today                                           3 Years from Today

                                 7%
                           5%                                                                          13%                                  Key Observations
                                                                               28%
                                                                                                                                        Social media will begin to
                                                                                                                                        take up a meaningful share
                  22%                                                                                                                   of digital budgets for many
                                                                                                                                        companies
                                                                                                                  32%                   Overall digital budgets are
                                                      67%                                                                               also growing, suggesting a
                                                                                                                                        substantial uptick in spend
                                                                                     27%                                                in the coming years



                                             <5%          5%-10%             10%-20%             >20%



Note: Includes only those responses where an answer was provided for social media as a percentage of digital both for “today” and for “three years from today.”
Numbers may not add up due to rounding.
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results

                                                                                                                                                                      14
Within these budgets, social media is precipitating a shift inside
digital media more than away from other types of ad spend

                                            Which Other Media Budgets Does Social Draw From?
                                                                         (% of respondents)
                                                                                                                         Key Observations
            79%
                                                                                                                         Social media is
                                                                                                                         primarily drawing on
                                                                                                                         digital media budgets,
                                                                                                                         likely shifting funds
                                                                                                                         away from digital
                                                                                                                         advertising vehicles
                                                                                                                         such as display



                                        21%
                                                                    15%
                                                                                                 6%            6%                    5%


           Digital                       TV                     Magazines                     Outdoor       Newspapers              Radio




Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results

                                                                                                                                                  15
Contact Information
New York
Christopher Vollmer
Partner
+1-212-551-6794
christopher.vollmer@booz.com

Karen Premo
Principal
+1-212-551-6683
karen.premo@booz.com




                               16
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Booz Co Campaigns To Capabilities Social Media And Marketing 2011

  • 1. Leading Research Christopher Vollmer Karen Premo Campaigns to Capabilities Social Media & Marketing 2011 Selected Insights October 2011
  • 2. Facebook, Twitter, and YouTube are the cornerstones of most social media strategies Priority Social Media Platforms (% of respondents listing this platform among their top 3) Key Observations Respondents reported that they use 94% multiple social media platforms; sample average was 4.6 77% Facebook and Twitter are by far the most broadly used and highest-priority platforms Location-based social media is still emergent 42% MySpace is a priority platform for only a limited number of respondents; most do not use it at all 25% 25% 13% 8% 2% Facebook Twitter YouTube Blogs Company-owned LinkedIn Location- MySpace social platforms based (e.g., Foursquare) Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 1
  • 3. Today, social media lives primarily within marketing, digital, and PR Departments Responsible for Leading Social Media Today (% of respondents) 81% Key Observations Marketing departments are primarily 62% responsible for social media today However, social media is often sprea d across multiple departments 48% More leading-edge companies use social media for a broader variety of applications 26% 16% 10% 8% 8% Marketing Digital PR Customer Research Sales/commerce Product IT service development Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 2
  • 4. A third of companies have a senior executive who is responsible for social media company-wide Does Your Company Have a Senior Executive Who Is Responsible for Social Media Company-Wide? (% of respondents) Key Observations Yes 35% Overall, a third of companies reported that they have a company-wide head of social media The portion rises to 41% among companies that consider themselves “best in 65% No class” or “strong” Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 3
  • 5. Respondents identified a range of critical success enablers Social Media Success Factors (% of respondents who “strongly agree” or “agree”) Key Observations Softer factors appear to 94% 93% trump harder factors 90% 90% 88% (budgets, head of social, 86% 83% etc.) in driving success 80% 79% 62% 53% 50% Ability to adapt Having a clear Clearly Education on A culture that Supporting Training of staff Strong PR Unique content Ability to Dedicated Head of social & react quickly champion, communicated what can be encourages initiatives with who are not capability that is exclusive coordinate & budget not media owner support from achieved via experimentation an integrated accustomed to to the audience manage shared with company-wide executive social media marketing plan using social on each multiple service other digital management providers initiatives Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 4
  • 6. Social media is a CEO-level agenda item for many companies Is Social Media on Your CEO’s Agenda? (% of respondents) Don’t know 19% Key Observations Yes Though social is not on the agenda 38% of many CEOs, nearly 40% of respondents reported that is it a CEO-level agenda item This suggests that social media has moved beyond being a “fad” for many of these companies, and it is viewed more as a high- potential business tool 43% No Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 5
  • 7. Social media has a range of uses How Do You Use Your Top Social Media Platforms? (% of respondents) Key Observations Advertising and promotions, PR, and customer service are the primary uses today Emerging uses include market 96% research, sales, and product 88% development 75% In a minority of cases, social media is also used for internal communications, recruiting, or content generation 56% 48% 40% 24% 13% Advertising & PR Customer service Market research Sales/commerce Product Internal Other (recruiting, promotions development communications content generation, community) Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 6
  • 8. Companies view social media as offering the most benefit in the upper stages of the purchase funnel Key Observations Great or Some Benefit from Social Media Companies are deriving significant (% of respondents) marketing value from social media Though the generation of sales and leads is rated lower than other benefits, almost half of respondents 90% 89% 88% see it as a benefit of social media 81% 78% 76% 71% 71% 71% 66% 46% Brand building Interactivity Buzz building Consumer Enhanced Broad reach Creativity & Speed of Lower cost Traffic to Generation of insights marketing innovation execution our sites sales/leads effectiveness Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 7
  • 9. Marketers measure social media across all stages of the purchase funnel Metrics Used for Social Media (% of respondents) Reach (uniques, PVs, video views, time spent) 88% Key Observations Buzz (trending topics, blog mentions, influentials) 66% Companies are still trying to “crack the code” on the measurement of social Engagement (forwards, shares, re-tweets, posts, likes) 93% media Most respondents report using multiple approaches to Participation (fans, followers, check-ins, sign-ups) 92% measuring social media as metrics mature Most companies are not yet Transaction (sales, leads generated) 38% able to link transactions to social media Advocacy (comments, feedback, participation in polls) 81% Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 8
  • 10. Respondents agree that social media will become a bigger part of their marketing mix Social Media in the Marketing Mix – Opinions (% of respondents who “strongly agree” or “agree”) Key Observations Though social media is an increasingly important part of the 90% marketing mix, it is not replacing other vehicles like search or owned sites 65% Respondents appear bullish on 54% integration and don’t believe that it 49% is “impossible” to measure 40% 32% 27% 19% Social metrics Our organization Investing in Social media Social media is Our brand Social media is a Evaluating should be tailored will integrate social relationships with should be the driving our presence on traffic source that campaigns that to the needs of the media into all consumers through fastest-growing approach to mobile platforms such as is more important integrate social & campaign advertising & social media is segment of our marketing Facebook & Twitter than search traditional media marketing more important to marketing budget is becoming more feels impossible our brands than important than our today mass reach own site Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 9
  • 11. Companies have a range of capabilities already in place or are look ing to build them Key Observations Only a handful of companies have all of Organizational Elements these organizational elements in place Do Not Have, Not Looking to Build (% of respondents) today Building or Will Build Soon However, almost half report that they will Have Today have all of them in place in one or two years 7% 3% 9% 4% 4% 9% 16% 16% 16% 25% 29% 34% 37% 41% 32% 47% 28% 35% 56% 46% 40% 44% 65% 63% 59% 59% 56% 50% 49% 38% 35% 35% 15% Social media Integration of Monitoring Overall Social media KPIs & Social mediaPlatforms/forums Consumer Social Revenue- policies social media & rapid strategy for agency dashboards creative/content to share insights media-driven generating into marketing response social media partnerships for social capability results/best generation via customer platforms plans overall capability in media practices social media service built from social media channels social media Note: Numbers may not add up due to rounding. Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 10
  • 12. Almost all companies report that they are growing their spend on social media Future Investments in Social Media (% of respondents) Will remain unchanged 5% Substantially more resources 39% Key Observations Companies clearly intend to spend more on social media in 57% the future to build bigger social programs and platforms Somewhat more resources No respondents reported that they would spend less on social media in the future Note: Numbers may not add up due to rounding. Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 11
  • 13. Hiring full-time employees is the number one investment being made in social media Investments in Social – Type Key Observations (% of respondents) As companies are building 57% up their social media, they are focused on hiring in- house staff 48% Partners also will play a key role in supporting 39% 38% companies as they use social media more widely 25% 16% 14% Hiring full-time Services provided Creating Media buys Consulting/other IT systems/ Hiring contractors, employees by partners more content professional partnerships freelancers, or part- services time employees Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 12
  • 14. Three primary roles make up a social media team Key Observations Today, community management is the most common role Looking forward, hiring creative This Role Is on Our Social Media Team Today talent is the top priority (% of those with dedicated resources) 63% IT talent is not a priority for 49% social media hiring 36% 30% 10% Community managers Creative talent (editors, Analysts/strategy resources Senior management (not Product/software developers content creation) including head of social media if applicable) Type of Full-Time Roles We Are Planning to Invest In in the Near Future (% of respondents investing in FTEs) 72% 59% 43% 28% 24% Community managers Creative talent (editors, Analysts/strategy resources Senior management (not Product/software developers content creation) including head of social media if applicable) Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 13
  • 15. Marketers report that social media spend will increase significantly as a percentage of digital spend in the next three years Social Media Spend as a Percentage of Digital Marketing Spend Today 3 Years from Today 7% 5% 13% Key Observations 28% Social media will begin to take up a meaningful share 22% of digital budgets for many companies 32% Overall digital budgets are 67% also growing, suggesting a substantial uptick in spend 27% in the coming years <5% 5%-10% 10%-20% >20% Note: Includes only those responses where an answer was provided for social media as a percentage of digital both for “today” and for “three years from today.” Numbers may not add up due to rounding. Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 14
  • 16. Within these budgets, social media is precipitating a shift inside digital media more than away from other types of ad spend Which Other Media Budgets Does Social Draw From? (% of respondents) Key Observations 79% Social media is primarily drawing on digital media budgets, likely shifting funds away from digital advertising vehicles such as display 21% 15% 6% 6% 5% Digital TV Magazines Outdoor Newspapers Radio Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 15
  • 17. Contact Information New York Christopher Vollmer Partner +1-212-551-6794 christopher.vollmer@booz.com Karen Premo Principal +1-212-551-6683 karen.premo@booz.com 16
  • 18. The most recent list of Worldwide Europe North America our offices and affiliates, Offices Amsterdam Atlanta with addresses and Berlin Boston Asia Copenhagen Chicago telephone numbers, can Beijing Dublin Cleveland be found on our website, Delhi Düsseldorf Dallas booz.com Hong Kong Frankfurt DC Mumbai Helsinki Detroit Seoul Istanbul Florham Park Shanghai London Houston Taipei Madrid Los Angeles Tokyo Milan Mexico City Moscow New York City Australia, Munich Parsippany New Zealand & Paris San Francisco Southeast Asia Rome Auckland Stockholm South America Bangkok Stuttgart Buenos Aires Brisbane Vienna Rio de Janeiro Booz & Company is a leading global management consulting Canberra Warsaw Santiago firm, helping the world’s top businesses, governments, and Jakarta Zurich São Paulo organizations. Our founder, Edwin Booz, defined the Kuala Lumpur profession when he established the first management Melbourne Middle East Sydney Abu Dhabi consulting firm in 1914. Beirut Cairo Today, with more than 3,300 people in 60 offices around the Doha world, we bring foresight and knowledge, deep functional Dubai Riyadh expertise, and a practical approach to building capabilities and delivering real impact. We work closely with our clients to create and deliver essential advantage. The independent White Space report ranked Booz & Company #1 among consulting firms for “the best thought leadership” in 2010. For our management magazine strategy+business, visit strategy-business.com. Visit booz.com to learn more about Booz & Company. ©2011 Booz & Company Inc.