marketers & social media monitoring survey 2011 · marketers & social media monitoring...
TRANSCRIPT
Marketers & Social Media Monitoring Survey 2011
RSW/US & Web Liquid Survey Conducted May/June 2011 Version 1 27 July 2011 From:
Web Liquid RSW/US
55 Washington Street 2368 Victory Parkway
Suite 800 Suite 120
Brooklyn, NY USA Cincinnati, OH
11201 45206
webliquidgroup.com rswus.com
Web Liquid New York
55 Washington Street
Suite 800
Brooklyn, NY USA
webliquidgroup.com
Page 2
What’s in here Introduction ....................................................................................................................3 Executive Summary ..........................................................................................................4
Who’s using Social Media Monitoring? ........................................................................................ 4 What tools are they using? ........................................................................................................ 5 How valued is SMM? .................................................................................................................. 6 How is the investment trending? ................................................................................................. 6
Survey Results .................................................................................................................7 About Web Liquid ........................................................................................................... 12 About RSW .................................................................................................................... 12
Web Liquid New York
55 Washington Street
Suite 800
Brooklyn, NY USA
webliquidgroup.com
Page 3
Introduction Few would deny that Social Media is the most talked-‐about marketing opportunity in recent history, yet its value remains debated amongst marketers. Does it influence purchase behavior? How should ROI be measured? What metrics actually matter? What is Social Media Intelligence? Questions the digital marketing industry is trying to answer, including the many companies that provide Social Media Monitoring services. The options for monitoring Social Media range from simple automatic search engine alerts (e.g. Google Alerts) to channel specific data queries and highly sophisticated research companies offering broad datasets masterfully collated and presented for a premium subscription. There are no less than 150 companies providing some level of Social Media Monitoring services that allow marketers to better understand the intersection of their brand and consumers’ social behavior.
But with such vast options in this emerging channel we wondered how many marketers actually use these services and among those that did, what value they perceive? The following is the result of a social media monitoring survey conducted in partnership with RSW/US in May & June of 2011, aimed at getting answers to such questions directly from digital marketing executives – 237 senior marketing executives participated in our survey.
Web Liquid New York
55 Washington Street
Suite 800
Brooklyn, NY USA
webliquidgroup.com
Page 4
Executive Summary Social Media Monitoring (SMM) is an important emerging marketing research and brand management function. In this early stage of its development, many marketers are merely dabbling… and there is a tremendous opportunity for those who get it right. Most marketers are doing some form of SMM and virtually all of these have seen some value in the practice. However, less than a quarter report being extremely satisfied with their tool(s) of choice. Further, we've observed an overall lack of sophistication in use of SMM tools -‐ 59% of those doing SMM rely solely on Google Alerts, a practice cautioned against in this report from November of 2010: Google Alerts for Social Media Monitoring. Marketers who use paid social media monitoring solutions are twice as likely to be “extremely satisfied” compared to those using a free solution. Given this, we believe now is the time for digital marketers to invest in more valuable SMM programs. The benefits of these investments are diverse, but the most commonly reported applications are in Communications Strategy and Customer Service (28% and 19%
of users, respectively). With nearly two-‐thirds of respondents planning to increase their use of SMM, we encourage marketers to educate themselves on the tools currently available (request a copy of our 2011 Social Media Monitoring Buyers Guide) as well as the agencies with experience in applying these insights, or Social Media Intelligence, to optimize Social Media and cross-‐channel marketing efforts.
Who’s using Social Media Monitoring?
Nearly three quarters of marketing executives surveyed are actively monitoring Social Media through the use of both paid and free tools.
74%
26%
Actively Monitoring
Yes
No
n=237
Web Liquid New York
55 Washington Street
Suite 800
Brooklyn, NY USA
webliquidgroup.com
Page 5
As one may expect, the large companies reported to be actively monitoring Social media more than medium or small companies. Large companies also report use of a paid Social media Monitoring tool more so than others, but it’s medium companies that most often report using free tools.
Relative company size based upon revenue: <$100M = Small $101M – $500M = Medium $501M+ = Large
What tools are they using?
Google Alerts is the dominant Social Media Monitoring tool as marketers’ desire to retain costs often outweighs the quality and usability of the data. Amongst the paid tools, a vast set of options exist, but respondents to our survey reported their use of Radian6, Meltwater Buzz and Neilsen Buzzmetrics most frequently.
0%
50%
100%
Paid Tool Free Tool
Company Size & Paid vs Free
Large
Medium
Small
59% 18%
9%
Tools Used
Google Alerts
Other
Radian6
Meltwater Buzz
Nielsen Buzzmetrics
Brandwatch
Sysomos n=237
n=237
Web Liquid New York
55 Washington Street
Suite 800
Brooklyn, NY USA
webliquidgroup.com
Page 6
How valued is SMM?
Our data shows that those who do pay for SMM tools are twice as likely to consider them extremely valuable and in fact very few marketing executives find little to no value in the SMM regardless of their level of sophistication.
How is the investment trending?
Most marketers reported a plan to increase their SMM investments in the coming year with very few suggesting that they’ll retreat from their current investment levels.
0%
50%
100%
Paid Tool Free Tool
Value & Paid vs Free
Extremely Valuable
Somewhat Valuable
Not Valuable
37%
62%
Future SMM Investment
Decrease
Same
Increase
n=164 n=164
Web Liquid New York
55 Washington Street
Suite 800
Brooklyn, NY USA
webliquidgroup.com
Page 7
Survey Results Please select the job title that best describes your position.
Please provide a best guess estimate of the revenue of your organization.
n=237 n=237
Web Liquid New York
55 Washington Street
Suite 800
Brooklyn, NY USA
webliquidgroup.com
Page 8
What is your primary marketing objective?
How aware are you of Social media Monitoring?
n=237
n=231
Web Liquid New York
55 Washington Street
Suite 800
Brooklyn, NY USA
webliquidgroup.com
Page 9
What tools does your company currently use to monitor Social Media for marketing intelligence? Please check all that apply
To what degree do you find the insights gleaned from social media monitoring of value to achieving your business objectives?
n=237
n=164
Web Liquid New York
55 Washington Street
Suite 800
Brooklyn, NY USA
webliquidgroup.com
Page 10
How satisfied are you with your Social Media monitoring solution?
If you are using social media monitoring to glean business intelligence, how are you using this data – how are you making it actionable? Please check all that apply
n=164
n=237
Web Liquid New York
55 Washington Street
Suite 800
Brooklyn, NY USA
webliquidgroup.com
Page 11
What departments within your organization are most often using the social media intelligence?
How are you evolving the use of Social Media monitoring to achieve your company’s objectives?
n=237 n=164
Web Liquid New York
55 Washington Street
Suite 800
Brooklyn, NY USA
webliquidgroup.com
Page 12
About Web Liquid Web Liquid lives at the intersection of consumer behavior and digital technology, literally extracting insight from online conversations to deliver more revenue and sales from digital marketing. From awareness to loyalty, our services engage customers and build profit. Founded in 2003 with offices in New York, London and Lagos, our mission is to shepherd marketers through an increasingly complicated digital landscape. We combine the analytics of a consultancy with the communication expertise of an advertising agency, to deliver bespoke solutions that fit each client’s unique challenges. By placing WOM (word-‐of-‐mouth) research & insight at the foundation of our efforts, we help our clients deliver a proposition revolving around meaningful, customer-‐centric dialogue. With the chief objective of inspiring consumer confidence and building trust in our clients’ brands, we offer strategic insight and efficient channel management to help maximize ROI in the digital world.
About RSW RSW/US is a full service, outsourced business development group that helps Agencies win new business by developing positioning and prospecting plans, building the industry's cleanest lists, getting clients qualified meetings in front of decision makers, and moving clients beyond the initial meeting to get them closer to close. More information can be accessed at: www.rswus.com or by contacting Mark Sneider (513.559.3101 or [email protected]).