Results of 4A’s Member Survey -Marsha Appel – 4A’s SVP, Research Services The Social Tools Landscape for Agencies and

1. Social Media Monitoring & Analysis Tools For Your Agency July 18, 2013 1-2 PM EDT Twitter: #4AsWebinars Results of 4A’s Member Survey -Marsha Appel – 4A’s SVP, Research Services The Social Tools Landscape for Agencies and Clients -Chris Damsen – Netvibes, VP Business Development -Vincent Chang – Netvibes, Director Strategy, UX & Marketing Q&A -Joe Marranca – 4A’s Webmaster

2. Social Media Monitoring & Reporting Results of 4A’s Member Survey

3. Purpose • The survey was intended to: • Determine current state of social media monitoring and reporting activities among member agencies • Set stage for further research, identification of trends, best practices • Assess level of interest in webinars, other training, etc.

4. Key Results Respondent Demographics Business Practices Sentiment and Future Outlook

5. I. Respondent Demographics • 89 responding agencies • 81% are general, “full service” agencies • Breakout by size of agency: “What is the total number of full-time employees in your agency?”

6. I. Respondent Demographics • 80% of respondents handle social media monitoring for clients • We asked the 20% who do not perform this function how their clients handle it: “How is social media monitoring handled by your clients?” (Multiple responses permitted)

7. I. Respondent Demographics • The responsibility for social media monitoring does not reside in one consistent place among responding agencies • Digital departments were the lead response – but not by a large margin “Which department at the agency is primarily responsible for social media monitoring for clients?”

8. II. Business Practices • Social media monitoring tools: • A wide variety of tools in use among survey respondents • Only three clear leaders • Wide variety of metrics being monitored “What tools do you use for social media monitoring and reporting?” (Multiple responses permitted)

9. II. Business Practices • Reporting frequency and method: • Monthly is the most common reporting period • Presentation format most widely used “How are your results from social media monitoring presented to clients?” (Multiple responses permitted)

10. III. Sentiment and Future Outlook • Responses regarding challenges were mixed: • Overall, agencies believe they are doing a good job (53%) • Agencies say clients are satisfied (73%) • It is difficult to find people with appropriate skills (56%) • Too many tools; hard to know which ones to use (69%) • Integrating output from multiple tools is difficult (66%) • There is a lack of good benchmarks (73%) • Agencies say they prove ROI (46%) – but also say that clients don’t understand the value of social media (54%)

11. III. Sentiment and Future Outlook • Social media monitoring and reporting activity is increasing: • 83% engage in it more than they did a year ago • 90% expect their activity to increase over the next 12 months • 47% plan to purchase more monitoring tools in the next year • Only 10% said they do not plan to purchase more tools • 90% interested in attending a webinar

12. Thank You!