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Capacidades de las Campañas de Social Media & Marketing 2011

Date post: 10-Jul-2015
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La consultora Booz & Company acaba de publicar el estudio “Campaigns to Capabilities: Social Media & Marketing 2011”, centrado en capacidades de las campañas sociales, áreas clave para la inversión, evolución del papel de los socios y principales cuestiones relacionadas con la organización, el talento y las métricas que las empresas desean en lo que se refiere al social media. Se basa en la información cuantitativa y cualitativa de más de 100 empresas líderes y algunas de las conclusiones son: v Facebook, Twitter y YouTube son las piedras angulares de la mayoría de estrategias social media.v Sólo el 35% de las empresas tienen un alto ejecutivo que es responsable del social media de la organización.v El Social Media es vital, hoy en día, para la comercialización y relaciones públicasv El 38% de encuestados (es decir 38 de las empresas) aseguró que el social media está en la agenda de su director general.v Cuando se trata de indicadores, las empresas están buscando el compromiso, la participación y alcance, a diferencia de las transacciones.v Los vendedores esperan incrementar su gasto en social media, medios masivos. Desean que la proporción del presupuesto para campañas digitales sea más grande en lo que confiere a redes sociales.
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 Campaigns to Capabilities Social Media & Marketing 2011 Selected Insights October 2011
Transcript
Page 1: Capacidades de las Campañas de Social Media & Marketing 2011

5/11/2018 Capacidades de las Campa as de Social Media & Marketing 2011 - slidepdf.com

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Campaigns to Capabilities

Social Media & Marketing 2011Selected InsightsOctober 2011

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Facebook, Twitter and YouTube are the corner stones of mostsocial media strategies

1

Priority Social Media Platforms% of respondents who say that this social media platform is in their top 3

2%

8%13%

25%25%

42%

77%

94%

MySpaceLinkedInYouTube Locationbased (e.g.,FourSquare)

Twitter BlogsFacebook Company-Owned Social

Platforms

Key Observations

Respondents reported that they use multiple socialmedia platforms – sample average was 4.6

Facebook & Twitter are by far the most broadlyused and highest priority platforms

Location-based social media is still emergent

MySpace is only a priority platform for a limitednumber of respondents – most do not use it at all

Source: Booz & Company / Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 

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Today, social media live primarily within marketing, digital & PR

2

Departments Responsible for Leading Social Media Today% of respondents

8%8%10%

16%

26%

48%

62%

81%

ITProductDevelopment

Sales / Commerce

CustomerService

PRDigitalMarketing Research

Key Observations

Marketing departments are primarilyresponsible for social media today

However, it is often spread across multipledepartments

More leading edge companies use social for abroader variety of applications

Source: Booz & Company / Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 

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One third of companies have a senior executive who is responsiblefor social media company-wide

Does Your Company Have a Senior Executive Who isResponsible for Social Media Company-Wide?

% of respondents

65%

No

Yes35%

3

Key Observations

Overall, one third ofcompanies reported that theyhave a company-wide head

of social

This percentage is 41%among those who considerthemselves “best in class” or“strong”

Note: Numbers shown may not add to 100% due to rounding Source: Booz & Company / Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 

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Respondents identified a range of critical success enablers

4

Social Media Success Factors - % Strongly Agree or Agree% of respondents

50%53%

62%

79%80%83%

86%88%

90%90%93%94%

Supportinginitiatives withan integrated

marketing plan

A culture thatencourages

experimentation

Education onwhat can beachieved viasocial media

Clearlycommunicatedsupport from

exec

management

Having a clearchampion,

owner

Ability to adaptand react quickly

Head of socialmedia

company-wide

Dedicatedbudget notshared withother digital

initiatives

Ability tocoordinate &

managemultiple service

providers

Unique contentthat is exclusiveto the audience

on each

Strong PRcapability

Training of staffwho are not

accustomed tousing social

Key Observations

Softer factors appear to

trump harder factors(budgets, head of social,etc.) in driving success

Source: Booz & Company / Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 

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19%

43%

Don’t know

No

38%

Yes

Social media is a CEO level agenda item for many companies

5

Key Observations While social is not on the

agenda of many CEOs,nearly 40% of respondentsreported that is it a CEO-levelagenda item

This suggests that socialmedia has moved beyondbeing a “fad” for many ofthese companies – and it isviewed more as a highpotential business tool

Is Social Media on Your CEO’s Agenda?% of respondents

Note: Numbers shown may not add to 100% due to rounding 

Source: Booz & Company / Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 

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Social has a range of use cases

6

13%24%

40%

48%

56%

75%

88%

96%

Other (recruiting,content generation,

community)

InternalCommunications

ProductDevelopment

Sales / CommerceMarket ResearchCustomer ServicePRAdvertising &Promotions

How do You Use Your Top Social Media Platforms?% of respondents

Key Observations

Advertising & promotions, PR and customer serviceare the primary use cases today

Emerging use cases include market research, salesand product development

In a minority of cases social is also used for internalcommunications, recruiting or content generation

Source: Booz & Company / Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 

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Companies see social offering the most benefit in the upper stagesof the purchase funnel

7

Great or Some Benefit from Social Media% of respondents

46%

66%71%71%71%

76%78%81%

88%89%90%

Brand building Enhancedmarketing

effectiveness

Interactivity Lower costSpeed ofexecution

Creativity &innovation

Generate

sales / leads

Broad reach Traffic toour sites

Consumerinsights

Buzz building

Key Observations

Companies are deriving significant marketing value from social

While rated lower than other benefits, almost half ofrespondents see a benefit to the generation of sale and leads

Source: Booz & Company / Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 

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Marketers measure social across all stages of the purchase funnel

8

81%

38%

92%

93%

66%

88%

Transaction (sales, leads generated)

Advocacy (comments, feedback, participation in polls)

Participation (fans, followers, check-ins, sign-ups)

Reach (uniques, PVs, video views, time spent)

Engagement (forwards, shares, re-tweets, posts, likes)

Buzz (trending topics, blog mentions, influentials)

Metrics Used for Social Media% of respondents

Key Observations

Companies are stilltrying to “crack the code”on the measurement ofsocial media

Most respondents reportusing multipleapproaches tomeasuring social asmetrics mature

Most companies are notyet able to linktransactions to socialmedia

Source: Booz & Company / Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 

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Respondents agreed that social will become a bigger part of theirmarketing mix

9

Social in the Marketing Mix – Opinions - % Agree or Strongly Agree% of respondents

19%

27%32%

40%

49%54%

65%

90%

Key Observations While social is an increasingly important part of the

marketing mix, it is not replacing other vehicles likesearch or owned sites

Respondents appear bullish on integration anddon’t believe that it is “impossible” to measure

Social metrics shouldbe tailored to the needs

of the campaign

Our organization willintegrate social mediainto all advertising and

marketing

Investing inrelationships with

consumers throughsocial is more important

to our brands thanmass reach

Social should be thefastest growingsegment of our

marketing budget

Our brand presence onplatforms such as

Facebook and Twitter isbecoming more

important than our ownsite

Social media aredriving our approach to

mobile marketing

Evaluating campaignsthat integrate social andtraditional media feels

impossible today

Social media is a trafficsource that is more

important than search

Source: Booz & Company / Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 

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29% 34%

32%37%

28%47%

35%

46%

56%

40%

44%

7% 9%16% 16% 16%

9%

25%

41%

4%4%3%

Platforms / forums to

share results / best practices

38%

Social mediacreative / 

contentcapability

Revenuegenerating

platformsbuilt from

social media

15%

Socialmedia-driven

customerservice

channels

35%

Consumerinsights

generation viasocial media

35%

49%

KPIs &dashboards

for socialmedia

50%

Social mediaagency

partnerships

56%

Overallstrategy for

social media

59%

Monitoringand rapid

responsecapability in

social media

59%

Integrationof social into

marketingplans overall

63%

Social mediapolicies

65%

Organizational Elements% of respondents

Have TodayBuilding or Will Build SoonDo Not Have, Not Looking to Build

Companies have a range of capabilitiesalready in place or are looking to build others

10

Key Observations

Today, only a handful of

companies have all of theseorganizational elements inplace

However, almost half reportthat they will have all of themin place in 1-2 years

Note: Numbers shown may not add to 100% due to rounding 

Source: Booz & Company / Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 

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Almost all companies report that they are growing their spend

11

Investments in Social Media% of respondents

5%

57%

Will remain unchanged

Somewhat more resources

39%

Substantially more resources

Key Observations

Companies clearlyintend to spend more onsocial in the future tobuild bigger socialprograms and platforms

No respondentsreported that they wouldspend less on social inthe future

Note: Numbers shown may not add to 100% due to rounding Source: Booz & Company / Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 

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Hiring full time employees is the number one investment being made in social media

12

Investments in Social - Type% of respondents

14%16%

25%

38%39%

48%

57%

Hiring contractors,freelance or parttime employees

Services providedby partners

Creatingmore content

Media buys Consulting / otherprofessional

services

IT systems / partnerships

Hiring full timeemployees

Key Observations

As companies are building uptheir social media, they arefocused on hiringin-house staff

Partners also will play a keyrole in supporting companiesas they use social more widely

Source: Booz & Company / Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 

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3 primary roles make up a social media teams

13

Have this role on our social media team today% of those with dedicated resources

10%

30%36%

49%

63%

Senior mgmt (not includinghead of social if applicable)

Analysts / strategy resourcesCreative talent (editors,content creation)

Community managers Product / software developers

Type of Full Time Roles we are Planning to Invest in in the Near Future% of respondents investing in full time FTEs

24%28%

43%

72%

59%

Product / software developersSenior mgmt (not including

head of social if applicable)

Analysts / strategy resourcesCreative talent (editors,

content creation)

Community managers

Key Observations

Today, community

management is the mostcommon role

Looking forward, hiringcreative talent is the toppriority

IT talent is not a priority forsocial media hiring

Source: Booz & Company / Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 

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Today

22%

7%

5%

67%

3 Years from Today

Social Media Spend as a Percentage of Digital Marketing Spend1

5-10%< 5% >20%10-20%

Marketers report that social media spend will increasesignificantly as a percentage of digital spend in the coming 3 years

14

1) Includes only those responses where an answer was provided for social as a percentage of digitalboth for “Today” and “3 Years from Today”

Key Observations

Social media will beginto take up a meaningfulshare of digital budgets

for many companies

Overall digital budgetsare also growing – suggesting a substantialuptick in spend in thecoming years

32%

28%

27%

13%

Note: Numbers shown may not add to 100% due to rounding Source: Booz & Company / Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 

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 Within these budgets, social is precipitating a shift within digitalmedia more so than away from other types of ad spend

15

Which Other Media Budgets Does Social Draw From?% of respondents

5%

6%6%

15%

21%

79%

RadioNewspapersOutdoorMagazinesTVDigital

Key Observations

Social media is primarilydrawing upon digital mediabudgets – likely shifting fundsaway from digital advertisingvehicles such as display

Source: Booz & Company / Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results 


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