Social Media Trends 2015

Transcription

1 Social Media Trends 2015 Primary Market Research February 2015

2 Research Highlights & Analysis

3 About this Research Designed to gather social media trends as well as marketers experiences, benefits and challenges with social media and related marketing disciplines. Online survey: In the field for six weeks, from mid December 2014 through January 31, valid responses from marketers Over 50% of respondents director-level marketers or above 66% of respondents based in North America, but 49 countries represented Healthy split between B2C and B2B marketing Two-thirds of respondents represent brands, versus one-third agencies Majority of respondents work for organizations with 500 employees or less 3

4 Marketing Challenges Marketing Metrics Social Media Presence and Activity Social Media Budget & Resources Social Media Tools Covered in the Survey Can filter and compare responses by Enterprise versus SMB, Marketer Title, B2B versus B2C, Agency versus Brand, and Geography. 4

5 Key Findings 1. Content Marketing is the top challenge for marketers of all levels, organizational size and industry, followed by Staffing Issues. 2. Conversion to Revenue and Social Media Engagement are the top metrics marketers are measuring and reporting. 3. Majority of companies have a presence on 4 or more social media networks, but are active on only 2 or 3 channels. 4. Facebook and Twitter are by far the most important social media networks for all marketers, with LinkedIn also vital for B2B marketers. 5. Social media investment is increasing, from less than 10% for most in 2014 to 10 to 20% for a growing number in Google Analytics, Facebook Insights, and Twitter Analytics most used social media tools. 5

6 Biggest Surprises Facebook and Twitter remain the most business critical social channels, in spite of many newcomers and a lot of noise about other networks. Marketers really struggle with building a content machine, and perhaps feeling understaffed and needing to be too many places appears to be part of the challenge. Marketing metrics are multiple and broad no one marketing metric of success stands out. Marketers are using a ton of different tools to try to help them do their jobs and all depend heavily on Google Analytics. 6

7 Participant Background & Demographics

8 About the Respondents: Company Type 452 Valid Responses across agency and brand 70% 60% Marketing Agency or Brand? 65% % 40% 30% 20% 35% 10% 0% Agency Brand 8

9 About the Respondents: Company Size 80% of organizations have 500 employees and less (SME) 30% 6% 3% 5% 5% 294 Over 10,000 5,000-9,999 1,000-4,999 32% 19% Under 10 9

10 About the Respondents: Titles Senior-level respondents with over 50% director or above Executive (VP, CMO) 20% Social Media Strategist or Manager Director or Senior Marketing Manager % 19% Marketing Manager 12% Marketing Specialist 12% Digital Marketing Manager 9% Marketing Coordinator / Intern Content Marketing Manager 4% 5% Brand Manager Editor / Writer 2% 2% 10

11 2%2% 2% 4% About the Respondents: Regions Two-thirds from North America with 49 countries represented 6% 294 Africa Latin & South America 9% Middle East Australia / NZ UK (includes Scotland) 66% 9% Europe Asia (North, Central & South) North America 11

12 About the Respondents: Target Market Healthy split between B2C and B2B Is Your Primary Target Market Consumers or Businesses? Both B2C & B2B 38% B2B 38% B2C 24% 12

13 Marketing Challenges & Metrics

14 Content Marketing & Staffing are the Greatest Challenges for Marketers in 2015 What are your greatest marketing challenges for 2015? (pick the top 3) Content Marketing 42% Understaffed or Staffing Issues 37% Social Media 28% Too Tactical - Not Strategic Enough 27% IT / Tools Challenges Data Overload Lack of Executive Support or Sponsorship Other 7% 13% 17% 19% Other includes: Not enough time Marketing ROI Brand Management Reporting Lead Management PR / Thought Leadership 14

15 Conversion to Revenue and Social Media Engagement Most Important Metrics What is the MOST important marketing metric your team measures and reports? (pick only one) Conversion to Revenue Social Media Engagement 20% 20% Conversion to Qualified Lead, Demo, Trial or Sign-up 13% Qualified Leads 11% Unique Visitors (New Users) to Website/Blog 9% Campaign-specific Metrics 7% New Leads (top of funnel) Social Media Audience 5% 4% Brand Equity, Recall 3% Total Impressions / Reach Social Media Activity Cost Per Click (CPC) 1% 3% 3% Other was: No single most important metric We don t measure our marketing Other 1% 15

16 Marketing metrics typically reported Weekly and Monthly but many not at all How often do you report these metrics? Don't report Weekly Monthly Quarterly Conversion to Revenue 37% 26% 29% 8% Social Media Engagement 21% 33% 37% 9% Conversion to Qualified Lead, Demo, Trial or Sign-up 36% 25% 32% 7% Number of Qualified Leads 35% 27% 31% 7% Unique Visitors (New Users) to Website/Blog 21% 28% 43% 9% Campaign-specific Metrics 25% 27% 34% 14% New Leads (top of funnel) 35% 26% 29% 7% Social Media Audience 16% 33% 40% 11% Brand Equity, Recall 51% 11% 23% 15% Total Impressions / Reach 20% 34% 38% 8% Social Media Activity 23% 31% 37% 9% Cost Per Click (CPC) 36% 29% 28% 6% 16

17 Social Media Networks & Content

18 Companies are present on many social media networks but active on only a few How many social networks does your organization have a presence on today? How many of those social networks are you actually active? (posting at least twice a week, building audience, etc.) Social Network Presence Active Social Network 1 3% 13% 2 to 3 25% 47% 4 to 5 33% 56% 7 to 9 3% 9% 10 or more 4% 7% 18

19 Facebook and Twitter are easily the most important social networks for marketers How Important are these social media networks? Critical - Our Top Channel Very Important Iimportant Somewhat Important Not Important Facebook 36% 26% 17% 14% 7% Twitter 28% 37% 21% 10% 4% LinkedIn 21% 28% 24% 14% 13% YouTube 7% 26% 31% 22% 14% Instagram 7% 19% 16% 20% 38% Google+ 6% 14% 21% 29% 30% Pinterest 4% 10% 18% 22% 46% Tumblr 1% 3% 7% 17% 72% Snapchat 0% 1% 3% 13% 83% 19

20 Critical Social Networks for B2B: LinkedIn and Twitter take the lead! How Important are these social media networks? (filtered by B2B marketers only) Critical - Our Top Channel Very Important Iimportant Somewhat Important Not Important Facebook 21% 25% 19% 24% 11% Twitter 33% 36% 21% 7% 3% LinkedIn 31% 35% 22% 9% 3% YouTube 6% 26% 28% 24% 16% Instagram 5% 8% 9% 20% 58% Google+ 5% 14% 23% 30% 28% Pinterest 1% 4% 13% 18% 64% Tumblr 3% 3% 3% 9% 82% Snapchat 0% 1% 7% 91% 20

21 Critical Social Networks for B2C: Facebook RULES all for consumer marketing How Important are these social media networks? (filtered by B2C marketers only) Critical - Our Top Channel Very Important Iimportant Somewhat Important Not Important Facebook 57% 23% 13% 4% 3% Twitter 21% 40% 22% 13% 4% LinkedIn 6% 16% 26% 23% 29% YouTube 6% 26% 28% 24% 16% Instagram 5% 31% 21% 16% 27% Google+ 4% 13% 25% 27% 31% Pinterest 7% 16% 18% 30% 29% Tumblr 0% 6% 9% 18% 67% Snapchat 0% 3% 18% 79% 21

22 Social media is increasingly seen as an integrated part of content marketing! Is your social media content integrated with your overall content marketing strategy? No 10% Somewhat 37% Yes 53% 22

23 Social Media Resources

24 Majority of companies are spending 1 to 4 hours per day on social media management How many hours a day does your team spend managing your social media program? Hours per day on social media management Less than 1 hour 24% 1 to 2 hours 28% 2 to 4 hours 26% 5 to 7 hours 12% 8 to 10 hours 7% More than 10 hours a day 3% 24

25 Most companies have 1 3 people managing social media initiatives How many people are managing social media for your organization / division? Number of People Managing Social Media None 4% 1 person 46% 2 to 3 37% 4 to 5 6 to 7 3% 7% 8 to 15 1% Over 15 people Other 2% 3% Other was: No single person but several people do social media as part of their job 25

26 Companies are investing more in social media in 2015 over last year What percentage of your marketing budget went to social media in 2014? What percentage of your marketing budget do you expect to spend on social media in 2015? 2014 Spend 2015 Expected spend Less than 10% 34% 49% 10 to 20% 17% 24% 21 to 30% 31 to 40% 41 to 50% More than 50% 4% 5% 3% 4% 5% 5% 7% 12% I don't know 15% 15% 26

27 Google Analytics, Facebook Insights & Twitter Analytics are MUST HAVEs for marketers What tools do you use to help with social media content, analytics or publishing? (check all that apply) Top Tools (Received over 5%) Salesforce Marketing Cloud Radian6 Topsy HubSpot Simply Measured FollowerWonk SproutSocial Moz Analytics Buffer Survey Monkey Rival IQ * 5.2% 5.2% 8.1% 9.7% 12.5% 14.1% 17.5% 20.4% 21.4% 24.3% 33.4% Other tools included: Quintly Adobe Social LittleBird Sprnklr TrackMaven PostPlanner LocalResponse gshift Crowdable Pinterest Insights SocialBro YouTube Analytics Social Bakers NewsCred TweetDeck BuzzSumo Sysomos Affinio Cyfe Act-On Iconosquare Oktopost Sysomos Netbase TrueSocialMetrics RavenTools LinkedIn Analytics We use no tools Hootsuite 44.6% Twitter Analytics Facebook Insights Google Analytics 58.2% 62.7% 79.1% * Rival IQ sponsored this research and its customers were invited to participate 27

28 Thank You