THE STATE OF SOCIAL MEDIA &
SOCIAL MEDIA MARKETING IN 2012
ESTEBAN CONTRERAS
www.estebancontreras.com
Social Networks are the Most Popular Activity Online
1 in 5 online minutes spent on SN, Up from 6% in 2007
Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011 EC
The Social Media Universe is Expanding
800 MM+ monthly active users 15MM+ users
800MM+ monthly users visit site 15MM+ users
232MM+ monthly active users 6MM+ users
230MM+ users 2MM+ users
135MM+ users 2MM+ users
115MM+ subscribers 2MM+ users
62MM+ users 1.5MM+ users
51MM+ users 500K+ users
20MM+ blogs 100K+ users
More people on more social networks than ever before
Source: Official and Estimated statistics. Facebook, YouTube, Zynga, Twitter, LinkedIn, Groupon, Flickr, Tumblr, Instagram, Foursquare, Pinterest, scvngr, Path, Google+
SlashGear, TechCrunch / Comscore, FastCompany, Oink: TechCrunch, GetGlue, Foodspotting: Soraya Darabi’s LinkedIn EC
Facebook, LinkedIn, Twitter and Tumblr at All-Time Highs
Former social king MySpace seems to be fading away
Source:Nielsen, State of the Media: The Social Media Report Q3 2011, Home and Work (May 2011)
Source: comScore Media Metrix, U.S., Jun 2007 – May 2011 EC
Google Still Gets The Most Unique Visitors in the U.S.
Facebook and YouTube are in the Top 5
Source: Nielsen “Tops of 2011: Digital” EC
Americans Spend More Time on Facebook Than Any Other Website
Facebook has been #1 in time spent since 2010
Source: Citi Investment, Research and Analysis (September 2011)
Source: Comscore, February 2011, Nielsen, State of the Media: The Social Media Report Q3 2011 EC
Facebook was the #1 Search Term in the U.S. in 2011
For the 3rd Year in a Row
Source: Experian Hitwise, Facebook was the top search term for 2011, based on searches on Bing, Yahoo and Google EC
Facebook’s Mission: Make the World More Open and Connected
In other words… Engagement
EC
Facebook is Shifting Towards “Frictionless” Passive Sharing
Seamless sharing could mean even more engagement
EC
Asian, Black and Hispanic Populations Lead in Usage in the U.S.
All populations are becoming increasingly social
Source: eMarketer, Nov 2011. EC
No Surprise: 18-to-34 Year Olds Are Very “Social”
Percent of online adults using social media monthly, by age
But 55+ users are quickly catching up
Source: Experian, The 2011 Social Media Consumer Trend and Benchmark Report EC
Social Networks Are a Popular Venue For Casual Games
61.9 million Americans play social games every month
Source: PopCap Games, “2011 PopCap Games Social Gaming Research” Information Solutions Group
Source: Kabam, “Social Gamer Research Study” conducted by ISG, Sep 22 2011
Source: Quick Stat: US Social Gaming Revenues to Pass $1 Billion This Year, June 28 2011; eMarketer July 2011 EC
From LinkedIn to Zynga, Social IPOs are On The Rise
Facebook is expected to go public in 2012
Source: WSJ Market Data Group EC
Facebook and Google Continue to be Exit Strategy for Social Startups
2004 2005 2006 2007 2008 2009 2010 2011
Source:Wikipedia EC
Social Networks Now Reach 82% of the World’s Internet Population
That’s 1.2 billion people
Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011 EC
Social Networking is Growing in Every Singly Country
Total time spent on all regions grew by 35%+ in 2011
Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011 EC
Chinese Social Sites are Fighting for China’s Social Graph
Sina employees refer to Weibo as “FaceTwitter”
Source: Tencent Q3 2011 Financial Report, Sina Weibo Q3 2011 Financial Report EC
Forrester CEO: Social Media Saturation, “Bubble for Social Startups”
Some say there’s a bubble for social startups
Source: LeWeb, CNET Dec 8 2011 EC
Social Networks in General May be Saturated
But social media is now an integral part of our lives
Source: eMarketer Feb 2011, U.S. Social Networking Usage: 2011 Demographic and Behavioral Trends EC
“Staying in Touch” is a Major Factor in Social Networking
Social networks allow us to stay connected to friends
Source: Pew Research Center’s Internet & American Life Project, April 26 – May 22, 2011 Spring Tracking Survey, Based on adults who use SNS EC
The Idea of “Friends” is Changing
Percent of all online adults who use social media to communicate with…
Our “Social Graphs” are expanding
Source: Experian, The 2011 Social Media Consumer Trend and Benchmark Report EC
The “Interest Graph” is Shifting Attention Away from Classic “Friends”
There is a battle to map peoples’ shared passions
Source: AssetMap Blog, “Why the interest graph will reshape social networks” EC
Google is Creating a Social Layer with Google+
Google+ is an attempt to map the “Interest Graph”
Source: Google News EC
Google+ is Growing Faster Than Other Social Networks
Time to reach 50 million users (estimate)
67 million people have visited Google+
Source: Comscore
Source: Leon Haland, Google+ calculations by Paul Allen, comScore, MySpace, Twitter, Facebook, LinkedIn EC
Pinterest Also Focuses on Shared Passions
Visits to Pinterest grew 40-fold in only 6 months
Source: Hitwise, Pinteresting Trend in Social Media EC
People are Influenced by Friends / Family / Contacts
People don’t trust brands as much
Source: Vision Critical, “Online Social Networks: Trust Not Included” Sep 15, 2010 EC
Active Social Media Users are Influential Online
They also tend to be influential offline
Source: Nielsen, State of the Media: The Social Media Report Q3 2011 EC
Influence is Shifting from Media to Individuals
Startups are rushing to measure and rank influencers
Source: Eloqua & JESS3, The Message is the Messenger, March 8 2011
Source: Forrester 2010
Source: AdWeek, A Million Little Klouts, Dec 14 2001 EC
Messages Have Potential to Reach Many People Within a Network
Influential people can spread messages faster than ever
EC
Today’s Mega Celebrities Engage Directly with Fans
Some became influential by spreading content online
Source: “Dissecting Justin Bieber” infographic by Crisp Social, Mashable Nov 6 EC
Internet Privacy is an Increasingly Hot Topic
Internet users contradict themselves about privacy
Source: Crowd Science, “JustAsk! Advertising Attitudes & Behaviors Study,” Sep 29, 2011; eMarketer 2011 EC
Internet Users Appreciate Transparency
They just want to know what data is being collected
Source: Aimia, “Born This Way: The US Millenial Loyalty Survey” conducted by Harris Interactive, Oct 5, 2011 EC
Ultimately, Internet Users Want to Be Responsible for Their Own Privacy
Not many want government to be responsible
Source: Harris Interactive, “Behavioral Advertising and Privacy: What Consumers Think They Know & What Advertisers Need to Do About it”, by TRUSTe July 25, 2011 EC
Social Media Conversations Reveal What People Truly Care About
2011
If it’s important, it’s being talked about online
Source: Facebook, Twitter EC
Technology Adoption is Accelerating
Along with consumer’s expectations
Source: eMarketer 2011 EC
Americans are Becoming Seamlessly Connected Multi-taskers
• 40% of tablet and Smartphone owners use
them daily while watching TV
• People do a variety of tasks when watching TV
• 60% checking email
• 42% visit social networks
• 44% check sports scores
• Americans ages 8 to 18 consumer 8.5 hours of
media per day due to multitasking.
• 25-33% of Americans use more than one input
“most of the time” while watching TV, listening to
music, or reading.
We live in an age of continuous partial attention
Source: Nielsen October 2011, Pew Internet and American Life Project, Kaiser Family Foundation 2005 Survey, Harvard Business Review 2007
Source: Room 214 and Crimson Hexagon, “Digital Shifts: How New Media is Changing TV,” March 2 2011 EC
Mobile Social Media Use is On the Rise
On-the-go social media is becoming essential
Source: Nielsen, State of the Media: The Social Media Report Q3 2011 EC
Mobile Social Media Use Will Continue to Rise
The 3rd screen is becoming the 1st screen
Source: eMarketer, 2010, Mobile phone users who have a profile and access social networks from mobile phones EC
Gartner’s Hype Cycle Evaluates the Maturity of 1,900 Technologies
Social Activity
Analytics Streams
Group Buying
Virtual Worlds
Gamification
Location-
Aware Apps
Internet of
Things
Social TV
Social technologies are maturing
Source: Gartner, “Hype Cycle for Emerging Technologies” 2011 EC
The Traditional Shopping Process is…
Linear, predictable, analog, brand-controlled
Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC
The New Purchase Journey is…
Non-Linear, multi-channel, digital, consumer-controlled
Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC
We Have Entered The Age of the Customer
“In (the age of the customer), companies that thrive, like Best Buy, IBM, and Amazon,
are those that tilt their budgets toward customer knowledge and relationships.”
- Josh Bernoff, Forrester Research
Empowered buyers have on-demand expectations
Source: Forrester, Josh Bernoff, Report: Competitive Strategy In The Age Of The Customer, June 2011 EC
Consumers Have More Power Than Ever Before
Old strategies must be revisited
Source: Forrester, Josh Bernoff, Report: Competitive Strategy In The Age Of The Customer, June 2011 EC
Social Media Impacts Businesses
Financial Risk Mitigation & New Markets
Companies are trying to understand its value
Source: Forrester research, The ROI of Social Media Marketing, Augie Ray EC
Companies Recognize Various Benefits from Social Media
Brand building is #1 perceived benefit
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
CEOs are Joining Social Media
Some actually engage directly with consumers
EC
Social Media is Becoming a CEO-level agenda
Social media is no longer a “fad”
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
Today’s CMOs Must Understand the Digital Landscape and Consumer
Finding a balance between paid, owned and earned
Source: Forrester Research, “Owned Media” EC
CMOs Worldwide Plan to Increase the Use of Social Media
Percent of CMOs reporting under-preparedness to
manage market factors
CMOs at most companies feel unprepared
Source: IBM, “From Stretched to Strengthened: Insights from the Global Chief Marketing Officer Study,” Oct 11, 2011; eMarketer EC
4 out of 5 American Companies Used Social Media Tools in 2011
Most with social programs have 1-3 years of experience
Source: Altimeter, Social Readiness: How Advanced Companies Prepare
Source: Grant Thornton, “International Business Report” as cited in press release Nov 16, 2011.; eMarketer.
Source: eMarketer: Key Digital Trends for 2011, Nov 2, 2010 EC
Some Industries Have Not Yet Adopted Social Media
Some companies never will
Source: SAS and Harvard Business Review, “The New Conversation: Taking Social Media From Talk to Action” Oct 27,2010 EC
Businesses are Divided on Who Should Manage “Social”
Only 6% had a dedicated social media group in 2010
Source: Altimeter, “Career Path of the Corporate Social Strategist,” Nov 10, 2010 EC
Marketing, PR and Customer Service are Taking the Lead
Teams must collaborate to integrate across entire org
Source: Econsultancy, “Social Media and Only PR Report 2010” sponsored by bigmouthmedia, provided to eMarketer Sep 29, 2010 EC
Social Media Listening is Widely Accepted as Important
Some companies have dedicated listening centers
Source: MarketTools, “Social Media and Customer Feedback,” Oct 25, 2011
Source: TEKGROUP International, “2010 Social Media News Survey,” in conjunction with Ken Payne of Western Kentucky University June 16, 2010 EC
Social Media Crises Are On the Rise
Social Media Crises Can Occur in Any Industry Causes of 50 Social Media Crises 2011-2011
Poor experiences are #1 cause for crises
Source: Twitter; Altimeter, 50 social media crises occurring between Jan 2011 and August 2011 EC
Social Networks Are Becoming Trusted Advisors for Brands
Brands are striking deals with social networks
Source: Wall Street Journal, June 30, 2011; Twitter EC
Experienced Companies Are Integrating Social Media
Advanced companies see integration as a priority
Source: SmartBrief Inc., “The State of Social Media for Business” conducted by Summus, Limited, Nov 3, 2010 EC
Companies Are Executing Multiple Social Tactics
Branded social pages are a common marketing tactic
Source: Adobe, “2011 Survey: Digital Marketing in the Next Decade,” April 28, 2011 EC
Daily Group Deals Are Now Mainstream
But “Social Shopping” is not yet a reality
Source: BIA/Kelsey as cited in press release, March 3, 2011
Source: Eversave, “Holiday Online Shopping and Daily Deals Websites,” provided to eMarketer ,Nov 11, 2010
Source: JiWire, “Mobile Audience Insights Report: Q1 2011,” May 24, 2011
Source: eMarketer, May 2011 EC
Corporate Websites are Enabling Social Sign-On
Curation is gaining attention
Source: HiveFire, “Content Curation Adoption Survey 2011,” March 30, 2011
Source: Gigya, “The Value of Social Sign-on and the Registered User” conducted by Edge Research, Sep 15, 2010
Source: Janrain as cited in company blog, Aug 16, 2010 EC
Marketers Recognize the Importance of Facebook
Social media is becoming “critical”
Source: eMarketer: Key Digital Trends for 2011, Hubspot, “The 2011 State of Inbound Marketing” March 2, 2011 EC
Marketers See Facebook As Most Effective Social Media Site
Consumers prefer Fb marketing vs other social venues
Source: eMarketer; Brandon Hall Group and Covario, “How Does Integration of Social Media Marketing (SMM) Enhance…” May 19,2011
Source: Edison Research and Arbitron, “The Social Habit II: The Edison Research/Arbitron Internet and Multimedia Study 2011,” May 28, 2911 EC
Consumers “Like” All Kinds of Companies
Favorites include entertainment & food
Source: ROI Research Inc., “S-Net: The Impact of Social Media” sponsored by Perfomics, June 7, 2011; eMarketer EC
There is Debate Over the Value of a “Fan”
Cost Per Acquisition on Facebook The Value of a Fan (Various Studies)
• $9.56: (money saved in triggering a fan into a purchase or
other action assuming a constant acquisition cost of $1-per-
click, compared to the cost for a non-fan; calculated by
SocialCode).
• 2 cents: (offer for 500 new fans for $10.51; eBay).
• 57 cents: (offer for 1000 new fans for $57 by this fan-
creating agency).
• $1.07: (the cost of advertising on Facebook that
encourages a user to become a “fan”; Webtrends).
• $3.60: (as a media buy to reach 1 million fans; Vitrue).
• $71.84: (extra amount fans spend vs. non-fans; Syncapse)
• $136.38: (average annualized value of total fan
purchases; Syncapse).
• 20 extra visits to your web site: (vs. one visit from a non-
fan; Hitwise).
Some studies estimate $10 while others say $0.02
Source: How Much is a FAcebook Fan Worth? $10. Or Possibly 2 cents. Business Insider
Source: Why Brands Still Need Facebook “Fans”, AdAge Digital EC
Brands Have Accumulated Many Fans / Likes Over the Years
They are starting to focus more on “Engagement”
Source: SocialBakers.com
Source: SocialBakers.com, What Facebook brand pages have the best “People Talking About” number? EC
Customers Want Deals and Offers on Facebook
They also want news, product info and conversations
Source: PowerReviews and the e-tailing group, “2011 Social Shopping Study, Brief N: Consumer Research Dynamics, Facebook and Communities
Source: Millward Brown & Dynamic Logic, “The Value of a Fan” prepared for the World Federation of Advertisers (WFA), March 22, 2011 EC
Awareness of Location-Based Services and Offers Has Surged
Usage far from mainstream, several startups exited
Source: Pew Internet & American Life Project, “28% of American Adult Mobile and Social Location-Based Services,” Sep 6 2011; eMarketer
Source: Hipcricket, “2011 Mobile Marketing Survey Research Brief, Oct 20, 2011; eMarketer EC
Over 60% of the Top 100 Brands Have a Google+ Page
Most Followed Google+ Pages
Top 10 Brands: “Share” of Circlers
Google+ pages launched on Nov 7, 2011
Source: SimplyMeasured “Google+ Brand Page Adoption and Engagement Trends,” eMarketer Nov 16 2011
Source: ZoomSphere Google+ Page Statistics EC
Brands Continue to Strive for “Viral” Videos
Better reach is a key factor
Source: Association of National Advertisers (ANA) as cited in press release, Oct 10, 2011
Source: DIGIDAY and YuMe, “State of the Industry on Digital Video,” April 12, 2011
Source: Nielsen “Tops of 2011: Digital” EC
There is Great Demand for Skilled Social Media Marketers
Which of the following digital marketing skill sets, if any, will you look to acquire in 2011? (select all that apply)
50% of agencies looking to acquire social skill sets
Source: Sodaspeaks, Society of Digital Agencies (SoDA) 2011 Digital Marketing Outlook EC
35% of Companies Have a Company-Wide Head of Social Media
65% do not have a head of social media
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
Most Companies have “Hub and Spoke” or “Centralized” Organizations
Few companies consider themselves a “holistic” org
Source: Altimeter, Social Readiness: How Advanced Companies Prepare EC
Social Teams Made Up of Communications and Marketing Professionals
Average size of corporate social media team: 11
Source: Altimeter, Social Readiness: How Advanced Companies Prepare EC
Three Primary Roles Make Up a Social Media Team
Creative talent is becoming a priority
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
Companies Have a Range of Capabilities Already In Place
50% plan to have all these capabilities in next 2 years
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
Large Companies Have Many Social Accounts All Over the World
Average # of social media corporate accounts: 178
Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employees EC
Social Media Teams Have Limited Budgets
Budgets for 2011 Avg Annual Social Business Budget
Per Corporation by Company Revenue
Companies still see social media as an experiment
Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employees EC
Maturity Drives Average Budget, Team Size and Organization
Maturity Levels
(Self-Assessed)
Advanced teams have 20x the budget of novice teams
Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), Maturity Levels; 140 respondents, all over 1000 employees EC
Hiring Full-Time Employees is a Priority
Other priorities: Services, content and media buys
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
Significant Staff, Ad Spend, and Community Management Increases in 2011
Technology spending also rose substantially
Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010 EC
Budgets Are Increasing Year-Over-Year
Staff, social ads and community platforms are priorities
Source: eConsultancy, “Social Media and Online PR Report 2010” sponsored by bigmouthmedia
Source: Booz & Company and Buddy Media: “Campaigns to Capabilities: Social Media Marketing” 2011
Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employees EC
Social Media is Shifting Dollars from Digital Spend
Shifts within digital include display and search ads
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
Social Media Spend Will Increase As a Percentage of Digital Spend
Social media will begin to take up a meaningful share
Source: eMarketer Jan 2011, eMarketer Sep 2011; Booz & Company and Buddy Media: “Campaigns to Capabilities: Social Media Marketing” 2011
Source: Booz & Company and Buddy Media: “Campaigns to Capabilities: Social Media Marketing” 2011 EC
Internet Ad Spending is Closing the Gap on TV Ad Spending
People better recall cross-platform ads
Source: Nielsen October 2011, Pew Internet and American Life Project, Kaiser Family Foundation 2005 Survey, Harvard Business Review 2007
Nielsen; Google Cross-Platform Ad Effectiveness Study, 2011 EC
Consumer Behavior Drives Changing Investment
What is the primary reason that your marketing investments are changing? (select all that apply)
Competitive forces are also a key factor
Source: Sodaspeaks, Society of Digital Agencies (SoDA) 2011 Digital Marketing Outlook EC
US Marketers Will Spend $3B+ in Social Media Ads in 2011
2012 global social ad spending will rise by 45% to $8B
Source: eMarketer Jan 2011
Source: Booz & Company and Buddy Media: “Campaigns to Capabilities: Social Media Marketing” 2011
Source: eMarketer Sep 2011 EC
Ad Spending on Facebook is Increasing at a Decreasing Rate
Facebook will generate $5.78B in ad revenue in 2012
Source: nanigans, Affinity Arbitron, eMarketer, Facebook, Internet World Stats, Nielsen, Newspaper Association of America (Oct 2011); Silicon Alley Insider
Source: eMarketer Sep 2011. Note: Paid advertising only, excludes spending by marketers that goes toward developing or maintaining a Facebook presence EC
Ad Spending on Twitter is Increasing at a Decreasing Rate
Twitter will generate $259.9M in ad revenue in 2012
Source: eMarketer, Sep 2011. Note: Paid advertising only; excludes spending by marketers that goes toward developing or maintaining a Twitter presence. EC
Budgets Are Rising But ROI is Still Difficult to Measure
47% Not able to measure value gained from investment
Source: Econsultancy, “Social Media and Online PR Report 2010” sponsored by bigmouthmedia; Note: n=347; eMarketer
Source: MarketingSherpa, “2011 Social Marketing Benchmark Report, Nov 15, 2011; eMarketer EC
Engagement Metrics Are Most Common Methods of Measurement
Other methods include sentiment, traffic and SOV
Source: Chief Marketer, “2011 Social Marketing Survery,” Oct 1, 2011
Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employees EC
Soft Metrics Trump Harder Factors to Determine Social Media Success
“Ability to adapt & react quickly” seen as essential
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
Top Companies are Developing KPIs & Dashboards, Seeking More Insights
Few are building revenue-generating platforms
Source: Booz & Company and Buddy Media, “Campaigns to Capabilities: Social Media & Marketing,” Oct 4, 2011 EC
Social Strategists’ 2011 Internal Goals led by ROI Measurement
Other internal goals: Education and organization
Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employees EC
Social Strategists’ 2011 External Goals led by Website Integration
Social corporate websites will be a big topic in 2012
Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employees EC
Thank You
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