Campaigns to Capabilities Social Media & Marketing 2011

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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) 94% Respondents reported that they use multiple social media platforms; sample average was % Facebook and Twitter are by far the most broadly used and highest-priority platforms Location-based social media is still emergent 42% 25% 25% MySpace is a priority platform for only a limited number of respondents; most do not use it at all 13% 8% 2% Facebook Twitter YouTube Blogs Company-owned social platforms LinkedIn Locationbased (e.g., Foursquare) MySpace 1

3 Today, social media lives primarily within marketing, digital, and PR Departments Responsible for Leading Social Media Today 81% 62% 48% 26% Marketing departments are primarily responsible for social media today However, social media is often sprea d across multiple departments More leading-edge companies use social media for a broader variety of applications 16% 10% 8% 8% Marketing Digital PR Customer service Research Sales/commerce Product development IT 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? No 65% 35% Yes 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 class or strong 3

5 Respondents identified a range of critical success enablers Social Media Success Factors (% of respondents who strongly agree or agree ) 94% 93% 90% 90% 88% 86% 83% 80% 79% Softer factors appear to trump harder factors (budgets, head of social, etc.) in driving success 62% 53% 50% Ability to adapt & react quickly Having a clear champion, owner Clearly communicated support from executive management Education on what can be achieved via social media A culture that encourages experimentation Supporting initiatives with an integrated marketing plan Training of staff who are not accustomed to using social Strong PR capability Unique content that is exclusive to the audience on each Ability to coordinate & manage multiple service providers Dedicated budget not shared with other digital initiatives Head of social media company-wide 4

6 Social media is a CEO-level agenda item for many companies Is Social Media on Your CEO s Agenda? Don t know 19% 38% Yes Though social is not on the agenda 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 highpotential business tool No 43% 5

7 Social media has a range of uses How Do You Use Your Top Social Media Platforms? Advertising and promotions, PR, and customer service are the primary uses today 96% 88% Emerging uses include market research, sales, and product development 75% 56% 48% In a minority of cases, social media is also used for internal communications, recruiting, or content generation 40% 24% 13% Advertising & promotions PR Customer service Market research Sales/commerce Product development Internal communications Other (recruiting, content generation, community) 6

8 Companies view social media as offering the most benefit in the upper stages of the purchase funnel Great or Some Benefit from Social Media Companies are deriving significant marketing value from social media 90% 89% 88% 81% 78% 76% 71% 71% Though the generation of sales and leads is rated lower than other benefits, almost half of respondents see it as a benefit of social media 71% 66% 46% Brand building Interactivity Buzz building Consumer insights Enhanced marketing effectiveness Broad reach Creativity & innovation Speed of execution Lower cost Traffic to our sites Generation of sales/leads 7

9 Marketers measure social media across all stages of the purchase funnel Metrics Used for Social Media Reach (uniques, PVs, video views, time spent) 88% Buzz (trending topics, blog mentions, influentials) Engagement (forwards, shares, re-tweets, posts, likes) Participation (fans, followers, check-ins, sign-ups) 66% 93% 92% Companies are still trying to crack the code on the measurement of social media Most respondents report using multiple approaches to measuring social media as metrics mature Transaction (sales, leads generated) 38% Most companies are not yet able to link transactions to social media Advocacy (comments, feedback, participation in polls) 81% 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 ) 90% 65% 54% 49% 40% 32% Though social media is an increasingly important part of the marketing mix, it is not replacing other vehicles like search or owned sites Respondents appear bullish on integration and don t believe that it is impossible to measure 27% 19% Social metrics should be tailored to the needs of the campaign Our organization will integrate social media into all advertising & marketing Investing in relationships with consumers through social media is more important to our brands than mass reach Social media should be the fastest-growing segment of our marketing budget Social media is driving our approach to mobile marketing Our brand presence on platforms such as Facebook & Twitter is becoming more important than our own site Social media is a traffic source that is more important than search Evaluating campaigns that integrate social & traditional media feels impossible today 9

11 Companies have a range of capabilities already in place or are look ing to build them Do Not Have, Not Looking to Build Building or Will Build Soon Have Today Organizational Elements Only a handful of companies have all of these organizational elements in place today However, almost half report that they will have all of them in place in one or two years 7% 3% 9% 29% 34% 32% 37% 4% 4% 16% 16% 16% 28% 47% 35% 46% 9% 56% 25% 40% 41% 65% 63% 59% 59% 56% 50% 49% 38% 35% 35% 44% 15% Social media policies Integration of social media into marketing plans overall Monitoring & rapid response capability in social media Overall strategy for social media Social media agency partnerships KPIs & dashboards for social media Social media Platforms/forums creative/content to share capability results/best practices Consumer insights generation via social media Social media-driven customer service channels Revenuegenerating platforms built from social media Note: Numbers may not add up due to rounding. 10

12 Almost all companies report that they are growing their spend on social media Future Investments in Social Media Will remain unchanged 5% Substantially more resources 39% Somewhat more resources 57% Companies clearly intend to spend more on social media in the future to build bigger social programs and platforms No respondents reported that they would spend less on social media in the future Note: Numbers may not add up due to rounding. 11

13 Hiring full-time employees is the number one investment being made in social media 57% 48% 39% Investments in Social Type 38% As companies are building up their social media, they are focused on hiring inhouse staff Partners also will play a key role in supporting companies as they use social media more widely 25% 16% 14% Hiring full-time employees Services provided by partners Creating more content Media buys Consulting/other professional services IT systems/ partnerships Hiring contractors, freelancers, or parttime employees 12

14 Three primary roles make up a social media team 63% This Role Is on Our Social Media Team Today (% of those with dedicated resources) 49% 36% 30% Today, community management is the most common role Looking forward, hiring creative talent is the top priority IT talent is not a priority for social media hiring 10% Community managers 59% Creative talent (editors, content creation) Analysts/strategy resources Senior management (not including head of social media if applicable) Type of Full-Time Roles We Are Planning to Invest In in the Near Future 72% (% of respondents investing in FTEs) 43% 28% Product/software developers 24% Community managers Creative talent (editors, content creation) Analysts/strategy resources Senior management (not including head of social media if applicable) Product/software developers 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 22% 5% 7% 67% 28% 27% 13% 32% Social media will begin to take up a meaningful share of digital budgets for many companies Overall digital budgets are also growing, suggesting a substantial uptick in spend 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. 14

16 Within these budgets, social media is precipitating a shift inside digital media more than away from other types of ad spend 79% Which Other Media Budgets Does Social Draw From? 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 15

17 Contact Information New York Christopher Vollmer Partner Karen Premo Principal

18 The most recent list of our offices and affiliates, with addresses and telephone numbers, can be found on our website, booz.com Worldwide Offices Asia Beijing Delhi Hong Kong Mumbai Seoul Shanghai Taipei Tokyo Australia, New Zealand & Southeast Asia Auckland Bangkok Brisbane Canberra Jakarta Kuala Lumpur Melbourne Sydney Europe Amsterdam Berlin Copenhagen Dublin Düsseldorf Frankfurt Helsinki Istanbul London Madrid Milan Moscow Munich Paris Rome Stockholm Stuttgart Vienna Warsaw Zurich Middle East Abu Dhabi Beirut Cairo Doha Dubai Riyadh North America Atlanta Boston Chicago Cleveland Dallas DC Detroit Florham Park Houston Los Angeles Mexico City New York City Parsippany San Francisco South America Buenos Aires Rio de Janeiro Santiago São Paulo Booz & Company is a leading global management consulting firm, helping the world s top businesses, governments, and organizations. Our founder, Edwin Booz, defined the profession when he established the first management consulting firm in Today, with more than 3,300 people in 60 offices around the world, we bring foresight and knowledge, deep functional 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 For our management magazine strategy+business, visit strategy-business.com. Visit booz.com to learn more about Booz & Company Booz & Company Inc.

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