Social media marketer survey, Jan 2010

1. Social media marketer survey, Jan 2010

2. Background • The IAB Social Media Council wanted to find out what UK brands think about social media • We investigated levels of knowledge, usage, and budget allocations, to gain a deeper understanding of what the challenges are for the industry • These slides are based on the responses of 80 senior-level marketers, conducted via questionnaire in December 2009

3. Key findings • Social media is important to over 88% of clients • Usage is mixed – for some a core component for others still at testing stage • Whilst marketing is the main dept of choice, many clients are unsure where social media fits • Proving ROI and measurement are seen to be biggest challenges • Social media budgets WILL be going up in 2010

4. How do you rate the importance of social media to your business?

5. To what extent have you embraced social media marketing and PR? %

6. Where does social media fit within your organisation? %

7. Where does social media fit within your organisation? Other, open responses… • Responsibility of lots of people • Cross-departmental • Digital team • Dedicated social media team • Fundraising • CEO • Digital banking

8. Which of the following social media activities have you used and how important are they to your organisation?

9. Social media monitoring %

10. Reactive customer service %

11. Blogger outreach %

12. Own branded blog %

13. Own branded community %

14. Own Twitter account %

15. Facebook page or group %

16. LinkedIn group %

17. YouTube channel %

18. Official account on other social site (i.e. Flickr) %

19. Video distribution %

20. Widgets or Facebook apps %

21. Display advertising within social networks %

22. UGC (i.e. for a competition) %

23. Crowdsourcing ideas %

24. What do you use social media for? %

25. What do you use social media for? Other, open responses… • Social discovery • Inbound editorial citation development • To establish industry expertise • Recruitment • Share non-sales information with customers

26. What were your main reasons for not using social media? Open responses… • Lack of initiative • Doesn’t suit us • Costs and company attitude • No strategy • No one person internally who understands it • Still trying to get the digital basics right “We are trying to work out its role in FMCG. It’s only useful if there is something to talk about and quite often with FMCG brands there is not much to talk about. Unless you create it…

27. What do you think are the main challenges for the social media industry? %

28. What do you think are the main challenges for the social media industry? Other, open responses… • Challenges? I see it has great potential! • Addressing client ‘fear’ • Gaining buy-in • Distinction between paid-for and earned • Responding to such a large audience • Time/resources within clients to manage

29. What kind of social media research would help you do your job better? %

30. Approximate % of digital marketing budget spent on social media year-on-year… % Digital marketing budget allocation

31. For more information contact amy@iabuk.net