Social Media Roundup2014

A significant 92% of marketers said that social media was important to their business.

This was an increase from 86% in 2013, where only 49% strongly agreed and 37% agreed.

Strongly Agree

Agree

Uncertain

Disagree

29%63%

Was social media important for our businesses in 2014?

7%

1%

Only 37% agreed they were able to measure their social activities. However, this was an improvement on 2013, where only 26% of respondents indicated they could accurately measure their ROI.

Strongly Agree

Agree

Uncertain

Disagree

Strongly Disagree

30%

35%

Were we able to measure the ROI of our social activities in 2014?

7%6%

22%

Was our Facebook marketing effective in 2014?

34%

37%

9%

16%

The majority of marketers indicated that their Facebook marketing efforts are not working, though the number of marketers for whom Facebook marketing is working increased by 6% in 2014.

B2C marketers are far more likely to agree or strongly agree (50%) than their B2B peers (34%)

Strongly Agree

Agree

Uncertain

Disagree

Strongly Disagree

5%

source: http://get.simplymeasured.com

How big did Facebook become in 2014?

connect with facebook

Facebook’s monthly active users equals the population of the 3rd, 4th, 5th, 6th, 7th, 8th, and 9th largest population countries in the world combined.

1.35 billion monthly active users 1.12 billion

active mobile users

864 million daily active users

● 65% of top brands post an average of five times per week or more

● Only four brands averaged less than one post per week

● 44% of Interbrand companies post 5-10 times per week on Facebook

● Only five brands post more than 30 times per week

● MTV is the most frequent poster, and averaged 150 posts per week in Q3 of 2014 (the creator of this Slideshare thinks that is bat$#!T insane)

How often did the top 100 brands post on Facebook in 2014?

14

12

10

8

6

4

2

0<3 <5 <7 <9 <11 <13 <15 <17 <19 <21 <23 <25 <27 <29 >30

Nu

mb

er

of

Bra

nd

s

Average # of Posts/Week

● Photos account for 62% of all brand posts, and 77% of all engagement.

● In Q2 2013, photos accounted for 75% of all brand posts, and 95% of all engagement, but brands have stopped relying as heavily on visual content.

● Since Q2 2013, the use of links has grown from 13% to 27% of all brand posts, and from 1% to 16% of total brand post engagement

What did the top 100 brands post on Facebook in 2014?

80%

70%

60%

50%

40%

30%

20%

10%

0%

Sh

are

of

Inte

rbra

nd

10

0 B

ran

ds

Photos Links Videos Status

Share of Posts

Share of Engagement

● Brand status updates tend to contain between 75 and 175 characters

● 7% of brand status updates contain more than 300 characters

What was the length of the top 100 brand’s social posts in 2014?

0-25 25-50 50-75 75-100 100-125 125-150 150-175 175-200 200-225 225-250 250-275 275-300 300+

Sh

are

fo

Po

sts

Number of Characters

20%

18%

16%

14%

12%

10%

8%

6%

4%

2%

0%

Were our blogs optimized for mobile readers in 2014?

28%

33%

15%

7%

17%

Strongly Agree

Agree

Uncertain

Disagree

Strongly Disagree

43% of marketers surveyed had a mobile-optimized blog in 2014, up from 28% in 2013.

B2B marketers were more likely to have their blog optimized (50%) when compared to B2C marketers (38%)

How much time did marketers spend on social in 2014?

64% of marketers used social media for 6 hours or more and 37% used it for more than 11 hours per week.

This was a slight increase over 2013, when 62% reported 6 or more hours per week.

It’s interesting to note that nearly 19% of marketers spend more than 20 hours per week on social media.

40%

35%

30%

25%

20%

15%

10%

5%

0%

Pe

rce

nta

ge

Weekly Hours

0 Hours

1 to 5

11 to 1

5

6 to 1

0

21 to 2

526 to

30

16 to 2

0

40+

36 to 4

0

31 to 3

5

Increased Exposure

Increased Traffic

Developed Fans

Marketplace Insight

Generated Leads

Improved Search Rankings

Grown Business Partnerships

Reduced Marketing Expenses

Improved Sales

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

92%

80%

72%

71%

66%

61%

58%

51%

50%

What were the benefits of social media marketing in 2014?

Compared to 2013, marketers reported increased benefits across all categories. The largest increases in 2014 were developing fans (up 7%) followed by increased sales (up 7%)

Facebook

Twitter

LinkedIn

YouTube

Blogging

Google+

Pinterest

Instagram

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

83%

71%

57%

55%

54%

47%

28%

Which platforms were we on in 2014?

94%

What is noteworthy (though not shown on this graph) is that Instagram blew up to over 300 million active users in 2014 and is, increasingly, awesome for brands.

Facebook68%

LinkedIn33%

Facebook31%

Blogging11%

Twitter16%

Facebook dominates in the B2C space (68% of marketers select it as their number-one choice). However, for B2B marketers, LinkedIn passes Facebook, while blogging plays a much larger role.

Which sectors were on which social platforms in 2014?

B2C B2B

Google+3%

Every Other Platform

22%

Twitter10%

YouTube3%

Not shown is the fact that B2C marketers are using Facebook Ads more (94%) than B2B marketers (82%).

Facebook Ads

LinkedIn Ads

Twitter Ads

YouTube Ads

Promoted Blog Posts

Pinterest Ads

Instagram Ads

FourSquare Ads

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

20%

17%

11%

90%

10%

When we paid to promote on social, where’d we go in 2014?

3%

2%

2%

58%

19%

12%

2%

Original Written Content

Original Visual Assets

Original Videos

Curated Content

Original Audio Content

10%

What was the most important kind of content for marketers in 2014?

An impressive 81% of marketers plan on increasing their use of original written content.

81%

Increase

Stay the Same

Decrease

No Plans to Utilize

18%

1%1%

How do marketers plan on changing their use of original content in 2014?

What kind of content do marketers want to learn more about in 2015?

Producing Original Videos

Writing original content

Curating the Content of others

Recording Original Audio Content

0% 10% 20% 30% 40% 50% 60% 70%

60%

58%

53%

68%

Creating Original Visual Assets

(infographics, etc)

37%

Sources

http://get.simplymeasured.comhttp://www.socialmediaexaminer.com/

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