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Research Report: State of Social Marketing 2012-2013

Research Report: State of Social Marketing 2012-2013. Methodology.

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Research Report: State of Social Marketing 2012-2013

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  1. Research Report:State of Social Marketing 2012-2013

  2. Methodology This survey was fielded via an internet questionnaire. Respondents were sourced from email and social media outreach by the Pivot Conference. Respondents were offered either a chance to win a $500 American Express gift card or receive a signed copy of the new book by Brian Solis, Pivot’s executive producer, as an inducement to complete the questionnaire. The survey responses were taken between September 15 and October 7, 2012. 181 surveys were completed during that period. Except where otherwise noted, the base for all questions is the full set of respondents.

  3. Demographic Breakdown of Respondents 2011 2012 Q: Which of the following best describes the type of business where you work?

  4. Fewer think they understand their Social Consumers than last year 2012 2011 Q: Do you feel that you have a pretty clear picture of who your company’s current Social Consumers are?

  5. Social Consumers Balanced in Gender 2012 2011 Q: What is the approximate gender balance of your Organization’s Social Consumer today?

  6. Social Consumers skew younger in 2012, but cover all age groups in similar pattern 2012 2011 Q: What is the approximate age range of your Organization’s Social Consumer today?

  7. Social Consumers now perceived as having more income 2012 2011 Q: What is the approximate median personal annual income of your Organization’s Social Consumer today ?

  8. Facebook and Twitter still dominant, Pinterest jumps into view 2012 2011 Q: What Social networksdo your current Social Consumers use?

  9. Visual platforms Instagram and Pinterest gain momentum 2012 2011 Facebook Twitter LinkedIn Q: What Social networks/apps are your current Social Consumers most likely to be accessing primarily from mobile devices?

  10. Most have not asked Social Consumers what they want, still 2012 2011 Q: Has your organization asked its Social marketing customers what is the greatest benefit they expect from their Social media engagement?

  11. Insight and content now more important than deals 2012 2011 Ability to offer product feedback for improvement Ability to get what they need in social networks, not websites Q: Which of these benefits do you believe your Social Consumers are expecting from their current Social media engagement

  12. Marketers agree conversations lift brand and relevance Q: With 1 being total disagree and 5 being totally agree, how much do you agree or disagree with each of the following statements?

  13. Slightly more see Social as now mainstream 2012 2011 Q: One year from now will Social marketing in your organization (or your client’s if you’re a service provider) still be defined by continued experimentation?

  14. 2012 2011 Q: What prevents your organization from moving beyond experimentation in Social marketing? Base: Respondents who indicated their companies would not move beyond experimentation in 2012

  15. Increased realism and maturity with Social adoption 2011 2012 Q: When do you think your organization will move beyond experimentation in Social Marketing?

  16. Experimentation is fundamental to Social, marketers agree 2011 2012 Q: Do you feel that experimentation is a permanent fixture in Social marketing?

  17. Executive buy-in has risen 2012 2011 Q: What triggered/will trigger in 2013 your Organization’s move beyond experimentation in Social Marketing? Base: Respondents who indicated Social would move beyond experimentation.

  18. Experimentation will continue in Social 2011 2012 Q: Even though Social Marketing has gone/will soon go mainstream in your Organization, do you personally feel that experimentation will remain an ongoing element in your Organization’s Social Marketing plans?

  19. Sales still matter, but engagement matters more 2013 2012 2011 Q: What are your Organization’s (or client’s) primary goals for Social Marketing in the next year?

  20. Engagement is key metric for Social in 2013 Q: One year from now (October 2013), what will be your Organization’s primary measure of success for Social Marketing?

  21. Again, Engagement is Prime 5 4 3 2 1 Q: On a scale of 1 to 5, where 1 is of no importance and 5 is critically important, how do you rank the likely impact of each of these trends on your Organization during 2013?

  22. FOR MORE RESEARCH FROM PIVOT VISIT: PIVOTCON.COM FOR RESEARCH PARTNERSHIPS: research@pivotcon.com

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