q2 2011 social research results
TRANSCRIPT
Content Marketing and Publishing Survey
@r2integrated
http://r2integrated.com Facebook.com/r2integrated
ABOUT THIS SURVEY DATA
• Compiled from two surveys Conducted online via survey monkey in April and may 2011
• Sources of respondents came from newsletters, email list buys, the r2integrated.com site, and social media promotions
• Respondents were incented with amazon gift card, kindle and ipad for participation and thoughtfully-written replies to open-ended questions
• More than 350 respondents across two surveys were fielded.
WHAT BEST DESCRIBES YOUR ROLE IN THE COMPANY?
THINKING OF YOUR COMPANY’S TOTAL ANNUAL BUDGET FOR PAID MEDIA, ABOUT HOW MUCH OF THIS BUDGET IS ALLOCATED TO THE SOCIAL WEB?
SOCIAL WEB IS DEFINED IN THE BROADEST SENSE: THE MAIN FOUR, PLUS MOBILE SOCIAL, PLUS THE REST OF THE WEB, WHICH INCLUDES DEAL SITES, SLIDESSHARE AND BLOGS?
DO YOU IDENTIFY SPECIFIC BLOGGERS OR COMMENTERS WHO YOU CONSIDER TO BE INFLUENERS OF YOUR COMPANY’S PRODUCTS AND SERVICES?
ABOUT HOW MUCH DO YOU THINK WILL BE ALLOCATED TO THE SOCIAL WEB 18-24 MONTHS FROM NOW??
HOW INTEGRATED WOULD YOU SAY YOUR COMPANY’S SOCIAL WEB STRATEGY IS WITH YOUR TRADITIONAL MEDIA BUYS AND CREATIVE EFFORTS?
The 5% who describe their social strategy as ‘highly integrated’ all work for companies with fewer than 500 employees; almost half (46%) of those in companies with more than 500 employees view their social strategy as ‘not very’ or ‘not at all integrated’ with their traditional media buys and creative efforts.
Enterprises with more than 500 employees expect spending on social to rise by 50% in the coming two years (from 5.4% to 8.25% of total paid media).
Top approaches to digital media and audience targeting include:
– CPC buys (38%)
– Behavioral targeting (32%)
– Text ads (30%)
– Video & rich media (28%)
– Networks (27%)
– Content sponsorship (24%, which, as expected, skews to larger enterprises)
One-third (34%) currently identify specific influencers, and even more (36%) are likely to do so in the near future.
A wide range of tools are cited (including ‘no tools used’, ‘elbow grease’, ‘experience in the industry/word of mouth’), so it’s unclear exactly how this expected ramp-up will happen and which tools vendors stand to benefit.
Only 11% rate their tool ‘excellent’, compared with six in ten (59%) describing it as ‘fair’ or ‘poor’.
More than half (57%) of efforts are currently allocated to the ‘main four’ brands; 7%, to mobile social; and the remaining 36% is spread across the rest of the web.
(This distribution is fairly consistent across company size.)
Roughly one in four companies (24%) now provide unique content for mobile visitors, though incidence increases with company size (43% of those with more than 500 employees).
Just over half (53%) integrate third party content within their branded properties (consistent across company size).
Almost two-thirds (62%) syndicate content through third-party platforms, including:
Streamed video (39%)
Images & graphics (34%)
Downloadable PDFs (30%)
Eight in ten companies distribute some of their branded content through third parties, including:
– Facebook (64%)
– Twitter (55%)
– YouTube (51%)
– LinkedIn (38%)
– Blog on branded site (36%)
IS YOUR COMPANY PRIMARILY B2B OR B2C?
WHAT IS THE SIZE OF YOUR COMPANY?
NOTE: IF YOU WORK FOR AN AGENCY ON BEHALF OF CLIENTS, PLEASE ENTER THE SIZE OF LARGEST CLIENT YOU WORK WITH.)
WHAT INDUSTRY BEST DESCRIBES YOUR COMPANY?
ABOUT R2integrated
copyright r2integrated, LLC 2009 – confidential and proprietary
R2i creates value for our clients through strategic marketing initiatives that bridge the customer conversation from branded properties to social platforms. Our proprietary technology and interactive user experiences build and foster online communities.
@r2integrated
http://r2integrated.com
Facebook.com/r2integrated