capacidades de las campañas de social media & marketing 2011
DESCRIPTION
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.TRANSCRIPT
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
5/11/2018 Capacidades de las Campa as de Social Media & Marketing 2011 - slidepdf.com
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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
5/11/2018 Capacidades de las Campa as de Social Media & Marketing 2011 - slidepdf.com
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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
5/11/2018 Capacidades de las Campa as de Social Media & Marketing 2011 - slidepdf.com
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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
5/11/2018 Capacidades de las Campa as de Social Media & Marketing 2011 - slidepdf.com
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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
5/11/2018 Capacidades de las Campa as de Social Media & Marketing 2011 - slidepdf.com
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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