Professional Documents
Culture Documents
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L MED 201
IA SURVEY
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candidate - and social media is the “channel” that decides
whether or not the candidate reaches its potential or not.
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Andrew Girdwood
Media Innovations Director, bigmouthmedia
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TATE OF SOCI
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to find out who is talking about your brand and where they are.
°
This is done by using a number of listening tools and an added
layer of focus groups to gather attitudinal and anecdotal evidence.
These techniques identify the behaviour and output of your audience
and then allow you to meld and test your insights with them.
of
to discover some great brand advocates who have influential blogs.
social media
audiences clustered around a number of social media channels
which it uses and that it is influenced by some key players in social
media. Now is the time to invest in building branded channels and
this could mean a Facebook page or a blog hub.
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developed and this can be an exciting departure from the
directional messaging of pure play advertising.
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routes which assist in building a strong and engaged social media
CMY community. Financial investment in Facebook engagement can
By 2007 there were 6580 daily newspapers in the world (including accelerate the growth of a fan page and this has to be incentivised
1456 in the U.S.) selling 395 million copies a day (55 million in the
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To begin with, this complex and varied collection of conversations Things change rapidly in social media and many of the barriers to
and discussions, which are sometimes referred to as the ‘virtual entry are dissolving. The uncomfortable feelings of fear and
watercooler’, has people at the heart of them. paranoia at a corporate level have been replaced by openness and
transparency, even to the point that companies have changed their
While there’s no rule book for social media, there are language from the formal to the vernacular. There’s also a new
some key steps which can help you formulate a strategy layer of skill required as social media becomes a stand alone
and implementation plan. marketing discipline in which everyone is a stakeholder. This skill is
by definition a new wave of empathy which runs happily alongside
the traditional advertising-led directional messaging which has
dominated brand culture for so long and may soon eclipse it.
Eva Keogan
Head of Social Media, LBi
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page4.pdf 5/10/10 12:55:47
Social Media
Survey 2010
[ in conjunction with bigmouthmedia ]
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A lot has happened since we sponsored the very first Social Media and
Online PR report with Econsultancy in 2009. The channel’s emergence as
one of the most keenly discussed marketing mediums in business today
has continued apace, and as we launch the 2010 report we’re proud that it
is now fulfilling an important role helping businesses to track a complex,
rapidly changing and increasingly important promotional conduit.
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Evidence of a maturing industry...
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Channel consolidation: winning channels, like Facebook and
CM Twitter, are emerging, with marketers beginning to focus
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their efforts on them while disregarding minority platforms
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Senior executive attention is high, with 41% of senior
management more interested in social media issues than
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other marketing issues
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page6.pdf 5/10/10 13:17:55
more moremore
Given the levels of broad industry excitement that have surrounded social
media for the past 12 months, it will surprise no one to discover that the overall
picture surrounding the channel is one of ongoing growth and opportunity.
In line with a year in which social media has become one of the Another key area for potential growth is in the planning and
hottest buzzwords in the world of marketing, some 73% of implementation of international social media campaigns. While the
companies say that they currently spend more resources on channel’s global nature would seem to lend itself to such
social media than they did last year, with only 3% of businesses strategies, a massive 74% of companies report that they do not as
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having decreased their spend since 2009. yet run them, indicating a key opportunity for the years ahead.
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Y Yet despite across the board increases, our results show that
today’s spending on social media marketing represents just the tip
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page7.pdf 7/10/10 13:18:14
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Needs
better
to do
While the sector has matured over the course of the last 12 months, Limited outreach : Identifying and engaging key influencers
there is still massive room for improvement. Broadly speaking seems a particular sore spot. With less company news being
companies and their agencies remain self-critical about their social distributed using online press releases and traditional online media
media tactics, with most acknowledging that they need to improve relations, this seems likely to be a major growth area next year.
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Sitting on the
fence
The resourcing question Budget
While all indications suggest that business is rapidly This lack of commitment surfaces again in terms of budget, 61%
embracing social media there remains a dual approach, with of companies are spending a miniscule amount (nothing or less
than £5,000) on the channel. With so little being spent, it’s perhaps
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some companies enthusiastically taking up the channel and
unsurprising that few place much emphasis on measurement,
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investing while others seem content to sit on the fence and with 65% unable to quote a ROI for their social media spend.
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wait to see how the practice develops. This is underlined by
A question remains as to whether low spend is driving lack of
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results showing that while a surprisingly high 38% of
ROI or whether lack of ROI is in fact responsible for driving low
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companies have two or more employees dedicated to social spending levels. Until such issues over tracking and measurement
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media, the majority (62%) have one or none. are solved, they will remain a barrier to wholesale take up.
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m
Social Media Survey 2010 continued
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The word
Although the industry has yet to develop a universally accepted set of metrics measuring
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the effectiveness of social media campaigns, some distinct trends are emerging. Marking
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a change from the 2009 survey, ‘hard’ measures (such as direct traffic to websites and sales)
appear to be gaining ground over softer measures (such as brand awareness, customer
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engagement and customer satisfaction).
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Which are the most important metrics when assessing Change in importance of metrics used since 2009 survey
social media activity for your organisation?
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page10.pdf 5/10/10 13:51:11
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With these results, most of which remain relatively unchanged
from 2009, the indications are that the frustrations involved in
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creating a corporate culture that embraces the effective use of
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social media seem as difficult as ever to overcome. Until senior
CM executives address the resourcing and cultural issues responsible
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for creating these barriers, it seems probable that marketers will
struggle to maximise the opportunities presented by the
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channel’s development.
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What are the biggest barriers preventing your organisation engaging in social media activity more effectively?
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Sound
familiar? Value got from social media investment
Many thanks to all the companies and Difficult to measure as it's all part of the integrated approach
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and does not work independent of other activity, although
agencies that completed the survey this we are able to look at referrals from them to our sites, but
that's the extent of the measure.
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year. There were a lot of juicy comments in We always put different urls/numbers or promo codes only
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for social media.
MY the free format fields and here are the
Vital and instant feedback from the end users, via Facebook
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most interesting, useful and controversial and Twitter, as well as click throughs to our website after a
CMY post on Facebook or Twitter.
K ones. The vast majority are from clients No hard figures other than increased blog traffic and
increased visitation/subscriptions to our social profiles, but
(anonymously, obviously) but we have included a we're building a loyal network of followers and fans who
we interact with regularly. We'll be able to leverage that
small number of agency quotes too. network for marketing initiatives down the road.
Gut instinct.
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Could do better. Still gaps. A weekly report goes out to relevant parties.
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Difficulty to track sentiment and non English sites. Honestly, it is shared more as a morale booster than
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anything else. :(
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It is more costly than one would expect, and requires a
significant investment in human analysis on top of the It has raised top management awareness but also suspicion.
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automated monitoring and reporting. We are not getting the results others seem to get from Social
Media and lack top management buy-in to do things better.
Mediocre.
Reviewed Customer Care policy and guidelines. Updated
They vary greatly in quality. all legal contracts with partners and distributors. Updated
Human interpretation and filtering is essential to obtain all HR contracts. Used feedback for case studies. Used crisis
any kind of actionable insight. Tools that claim to assess management of fallen brands as case studies.
sentiment are wholly unreliable for incisive comms/PR
Segmentation and consumer insights.
online.
We have used them to make changes to the website that a
Only relevant if they have human analysis on top of data. number of customers have suggested.
We often use comments and queries from social media sites
to improve our FAQ/support service and monitor customer
experience with our product.
We use any and all insights from our engagement with
social media to develop products, services and strategies.
We don't do everything people suggest or change
everything people moan about, but we try to listen to
everything and think about it.
We believe that our vertical isn't one which is easy to target
via social media due to the customer target (30+).
We've discovered that we have had success in the older
demographic (45+) from social media, which was a real
surprise, and how to use it to target older clients.
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Particular social media problems How do you think social media will
and challenges change over the next 12 months?
As a multinational company creating an appropriate balance Become increasingly monetised by advertising, and used
of local interest material with overall company aims. increasingly as a commercial channel. This could influence its
Encouraging local markets to be involved rather than setting perception by users and potentially reduce its effectiveness.
up their own initiatives which may not follow overall aims,
best practice, branding or that simply wither and die because Become more important because everyone will be saying
they are set up by individuals and don't have the resource to it’s more important.
maintain on regular basis.
As many other brands, we need to identify the value of our
online influencers.
Bigger and bigger, foursq will die
out and be replaced with something
As social media spans across so many disciplines it's become
the new area for inter departmental conflict and like the web we don't know about today.
years ago, internal customers think it's something you can
'knock up' in an afternoon & tag onto the end of a comms plan.
I hope that there will be more guidance on the measurement
Controlling spurious and inaccurate comments posted to
social media and to the various blogs. of the value of social media. This is the main issue for us in
terms of justifying additional spend we really don't know how
Getting over the fear of not being in control is an issue for much value social media is providing at the moment.
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some senior decision makers. There's only so many times you
M can explain to senior people that you can't have total control Facebook inactivity.
over social media.
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more features for more groups and types of people. Twitter
CM Issue with understanding that social media takes time and
is NOT a magic bullet. will become a tool primarily for customer service and media
MY announcements and will be regarded more and more as a bit
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of a fad, the next MySpace if you will. The importance of
Bloggers as opinion leaders will continue to rise.
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The belief that social media is free,
It will become increasingly personalised, meaning that
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quick and easy. It is essentially users will only be exposed to products and services that
none of those things and creating they already know that they will prefer, self-limiting their
exposure to other products and services.
a valid third space for brands takes
It's going to move even more mobile with more people
talent, time and proper funding. uploading pictures and video and companies interacting
with customers in their stores.
Less hype, more focus on measurement and delivering a real
Keeping the conversation going with customers without a
return to the bottom line.
real 'conversation strategy' . Keeping users engaged and
communicating over time is a real skill. Tighter integration with purchase focussed functionality -
i.e. embedded e-commerce.
Lack of strategy, how can we use social media to generate
more revenues. Lack of technology to measure its success, Further integration into search. Search engines becoming
lack of trained people. much cleverer in the ways it deals with social media links.
The thought that unless we do it brilliantly we shouldn’t be Users will be pissed off by tons of marketing bullshit being
doing it at all. Unfortunately no-one thinks they have the forced into social media by companies.
time to do it brilliantly.
It will get worse before it gets better.
Weak leadership is a problem; stronger executive leadership
would drive changes in staff and responsibilities. Don't know!
Not all of our products/brands naturally fit in the social space.
Senior Managers form the various countries have different
points of view on social media and top management has
chosen a do-it-all approach that lacks real strategy.
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Help!
S TAT E O F S O C I A L
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If you need help (a little or a lot) on social media please do get in touch
Here are some of the most common services our clients We’d love to discuss what our social media and online PR service
retain us to deliver and implement: can do to help or improve your existing campaigns. For an
informal chat about the options, please contact our people:
Buzz monitoring and online brand / product tracking -
one off, weekly, or monthly. Using state of the art tools and Leanne Rinning
(always) manual intervention. Head of Online PR, bigmouthmedia UK
Social media audit - including share of voice, sentiment, leanne.rinning@bigmouthmedia.com
conversation analysis (in blogs, forums, Facebook, Twitter, 0131 561 2175
video), competitor analysis, key influencer identification, and @lalrinn
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recommendations.
Strategy setting - including consultancy, over-arching social Leanne brings a dose of real-world savvy to your online PR, currently
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media strategy and internationally. overseeing and executing online PR and social media campaigns for
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clients including Sky, Jumeirah, Nuffield Health, Philips, LV=, Molton
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Community set up, participation, content creation and Brown, RBS and Samsung. Before joining bigmouthmedia in 2008
management. Leanne served as a Senior Account Manager at a major public affairs
agency for 5 years.
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don’t miss To see a video of the survey being presented and a survey infographic please visit:
http://www.bigmouthmedia.com/live/articles/social-media-survey-2010.asp
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What is that as a % of your total marketing
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How much of your marketing 28% are spending nothing. The vast spend? Pretty small I’d guess? Is this logical
budget are you spending on majority of the rest are spending less than when 22% of the average person’s online
social media? £25,000. time is spent on social media?
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The kind of test and learn strategies
demanded for successful social media at
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How many people in your this stage in its lifecycle require sufficient
38% of companies have 2 or more staff
company are devoted to headcount resourcing. Look at the
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dedicated to social media.
social media? comments on page 13. Additionally, good
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social media people are already like gold
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dust - don’t leave recruitment too late.
71% of companies are not responding to Are you mad? Lay aside twitter and forget
Are you using Facebook for customer service issues and inquiries on your highly expensive new iPhone app,
responding to customer service Facebook. 40% of marketing departments focus on Facebook, generally it’s far more
posts and also promotions? are not using Facebook for product heavily used and so should be your priority
promotion/marketing. unless there is a good reason why not.
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S E O P P C A F F I L I A T E S D I S P L A Y S O C I A L M E D I A I N T E R N A T I O N A L
This booklet was lovingly made from scratch by Andrew Girdwood, Eva Keogan, Stephen Connor, Alba Sort, Iain Bruce and David Hardy. Thanks again to our friends Linus and Alyia at Econsultancy. Lots of coffee was consumed in the making of this guide.
This booklet (apart from the survey) is copyright of bigmouthmedia. We are very happy (and flattered, actually) for you to quote or reproduce the content as long as you source it to bigmouthmedia and you don’t reproduce it for any commercial purposes.