1. www.smbenchmark.com | #SMBenchmarkSOCIAL MEDIA BENCHMARKSOCIAL MEDIA BENCHMARK:WAVE ONE REPORTHow businesses are adapting to, investing inand drawing value from social mediaMarch 2012BACK TO CONTENTS enter

2. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORTwww.smbenchmark.com | #SMBenchmarkFOREWORDA pioneeringDo you know your fans from your followers? Your likes fromyour connections? How are you measuring? The Social MediaBenchmark is a new, six-monthly study exploring how marketersare adapting to, investing in and getting value from social media.Produced by The Chartered Institute of Marketing and supported by portrait of socialmedia that noIpsos ASI and Bloomberg, our aim is to create the definitive guide tothe changing role and potential of social media in business.This ongoing research is groundbreaking, not only because it willbuild a picture of key trends over time, but because each wave ofresearch will explore fresh themes. In this first wave, we focus onmarketer canafford to ignorethe use of Facebook, LinkedIn, Twitter and YouTube and investigateissues including skills, resourcing, risks, barriers and the future.Other studies have got under the skin of what consumers are doingwithin social media now its time to discover how businessesare getting to grips with it. The results are the first colours in apioneering portrait of this fast moving sphere that no marketer canafford to ignore.Thomas BrownHead of InsightsThe Chartered Institute of MarketingTO CONTENTS i 3. www.smbenchmark.com | #SMBenchmarkCONTENTSWHO TOOK PART1EXECUTIVE SUMMARY2SECTION 1: STATE OF THE NATION 4SECTION 2: PROGRESS, IMPACT AND OPPORTUNITY 14CONCLUSION28DOs AND DONTs29ABOUT THE RESEARCH PARTNERS 33 ii 4. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORT www.smbenchmark.com | #SMBenchmarkWHO TOOK PART?Wide rangeThis inaugural survey wasconducted over a four-week1,295 of seniorityperiod among 1295 marketers,respondents 26% practitioner64% of whom were based in 38% managerthe UK. 64% 36% head ofWe experienced a rich mix in the UK department andacross industry sectors,aboveincluding B2B, B2C and B2B2C.We intentionally focused on awide range of seniority 26%of whom are practitioners, 38%managers and 36% heads ofdepartment and above andRich mixwe also ensured there was a acrossbalanced mix across national,industry Balanced mixmultinational and globalsectorsacross national,companies. multinational andincluding B2B, global companiesB2C and B2B2CBACK TO CONTENTS 1 5. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORT www.smbenchmark.com | #SMBenchmarkEXECUTIVE SUMMARYSOCIAL MEDIA BENCHMARKYou cant presume to pump outyour own marketing messages New content is posted regularlyon most platforms, showingYou cant presume to pumpanymore. People expectsomething more, says Allistermarketers understanding of theneed to keep up the momentum out your own marketingFrost, a digital evangelist aton this 24/7 medium. LinkedInmessages anymore. PeopleMicrosoft UK. Indeed, engagingwith customers on their terms,is the least regularly updated. expect something more There is a lack of rationalenot yours, is a prerequisite forbuilding genuine and sustainablearound usage of social media Says Allister Frost,by marketers and a consequenta Digital Evangelistrelationships using social media.at Microsoft UK.lack of effectiveness, revealing aThe first wave of our researchneed for marketers to go backexplores how well marketers areto the drawing board in terms ofachieving this.creating a clear strategy.Heres what we found: Social media management There is positive adoption is inconsistent at best. Many overall, but too many marketerscompanies have no social are still failing to embrace socialmedia champion and a worrying media. With the exception of number of companies havent LinkedIn, B2C remains ahead of worked out what department it B2B. should sit in.BACK TO CONTENTS 2 6. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORT www.smbenchmark.com | #SMBenchmarkEXECUTIVE SUMMARYSOCIAL MEDIA BENCHMARK The full potential of social to address this by investing inmedia strategies backfiringThis report explores the deeper media is underestimated by training their current people. spectacularly, yet marketers insights that these findings marketers. The more obvious seem unaware of the dangers. reveal. In other words, what is Investment is growing and areas of value have been widelythe real story behind the figures? quickly. Last year saw a The perceived barriers to getting embraced, but marketers areMoreover, we talk to industry significant increase, with evenvalue from social media dont missing great opportunities, experts to look at what marketers more companies planning to match the actual obstacles particularly around customer can take away from the results. increase investment in the yearas outlined in this report. This insight and intelligence.Or to put it another way, what ahead. suggests that marketers needpractical things can marketers do Robust measurement is notto give more attention to some There is lack of understanding to move forward in their journey evident. Given marketers focusof the very real hurdles that from senior management, with towards gaining optimum value on measurement of offlinemay be standing in the way of only a quarter of marketersfrom social media? activity and the fact that manyprogress. saying that their senior of the online analytical tools are In Spring 2012, we will come back management really understands Marketers see social media both free and easy to use, it is to the key questions we cover in why they are using socialanalytics, mobile apps and surprising that marketers arethis report, along with some new media. There is an urgentblogging as the next big falling behind in this area. ones. As such, this study will get need for marketers to play anareas in terms of investment.even bigger and better as time Organisations face potentialeducational role.Proprietary online communitiesgoes on. vulnerability due to a significant and hiring a social media Reputational risk is skills deficit, with just 6% agency are also considered underestimated. There are claiming that their skills and significant, with Google+ for many examples that have hit the competences are at an optimalbusiness prioritised by just 11% headlines of companies social level. Half of businesses plan of marketers.BACK TO CONTENTS 3 7. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORT www.smbenchmark.com | #SMBenchmarkSECTION 1: STATE OF THE NATION 1. WHOS DOING WHAT? Some organisations still How many businesses are using social media platforms? How does this vary by industry or size?arent convinced about the 2. WHEN IS NEW CONTENT POSTED? benefits to their business How often is new content posted? or sector; others dont 3. WHY ARE MARKETERS USING SOCIAL MEDIA? know how to get started or How do marketers rate the effectiveness of their social media activities?worry that once they do, 4. WHO OWNS SOCIAL MEDIA AND HOW ITS MANAGED? they wont be able to keep How is responsibility for social media resourced?up the pace Who is managing the businesss official account? Says Russ Shaw, Non-executive Director at Game Group plc.BACK TO CONTENTS 4 8. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORTwww.smbenchmark.com | #SMBenchmark1. WHOS DOING WHAT?HOW MANY BUSINESSES ARE USINGSOCIAL MEDIA PLATFORMS?Twitter, Facebook and LinkedInunderstanding of how to use theare all past the half-way tipping platform. Some organisationspoint in terms of business take-still arent convinced about theup, with only YouTube slower to benefits to their business orsecure widespread use.sector; others dont know howto get started or worry that onceIf your glass is half full, youthey do, they wont be able tocould conclude that thekeep up the pace, says Russadoption of social media, and inShaw, non-executive director atparticular these four platforms, isGAME Group Plc.on its way to being mainstream.But sceptics might well ask Is LinkedIn for personal orwhy such a large proportion ofprofessional use? Is it really TwitterFacebook LinkedIn YouTubeorganisations are still shyingsensible to use Facebook andaway. Twitter for customer service? 71% 56% 53% 41%Is YouTube really relevant forReasons include fear of theB2B? These are just some of theunknown, perceived lackquestions that todays marketersof relevance and a poorare asking.BACK TO CONTENTS5 9. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORTwww.smbenchmark.com | #SMBenchmark1. WHOS DOING WHAT?So what should I do?Theres a race to catch upIn practical terms, just thinkof social media as a logical Adoption of the core socialand its easy to feel daunted toextension of what you alreadydo. If you have 50 or 500 media platforms is high the point of doing nothing atall, warns Nick Eades, CMO customers youd normally inviteover 50% in all but one case.of Psion Plc. But rememberit has never been a one-wayto an event and show them avideo, try it on YouTube. If you Its positive to see theseconversation from brand toget hits from half or more of thatnumber, thats not a bad start. tools being embraced byconsumer. so many businesses, but are they using them for the right reason and are they delivering value?BACK TO CONTENTS6 10. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORT www.smbenchmark.com | #SMBenchmark1. WHOS DOING WHAT?HOW DOES THIS VARY BYINDUSTRY OR SIZE?B2C has always had theprosumer to highlight the risestronger foothold when it comes of professionals as consumersto social media and our findingsin their own right. This is not Most used of all platforms B2Cshow this continues to be the a group marketers can afford somewhat ahead of B2B but littlecase. But B2B looks set to catchto miss out on they have a variance by size of companyup. I predict this is the next big massive, and growing, presencewave of social media usage,online, he says.Significantly stronger amongst B2Csays Russ Shaw.audiences, but only slight variationSo what should I do?Currently, B2B mainly uses itSpend time looking andbetween national and global/for networking and recruitment, listening to what your multinational companiesbut its time for companies tocompetitors are doing on socialhave more conversations withmedia, advises Dara Nasr, Significantly stronger among B2Beach other a Twitter feed head of YouTube and Displayaudiences and smaller businessessomewhere on the value chainat Google. It will help you seebetween company and supplier; where your business fits in theusing Facebook to see what Least used but significantly morebigger picture. It could lead toyour suppliers are up to inused among B2C audiences and byyou dipping a toe in the waterorder to generate new business global/multinational companiesif you havent already or gettingopportunities, for example.more involved, and certainlyJosh Graff, director of marketing more creative, if youre alreadysolutions for EMEA at LinkedIn, there.has coined the phraseBACK TO CONTENTS7 11. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORTwww.smbenchmark.com | #SMBenchmark2. WHEN IS NEW CONTENT POSTED? HOW OFTEN IS NEW CONTENT POSTED?Social media is a 24/7 So what should I do?investment it requires a If youve got a new productlevel of continuous attentionlaunch, you might want to postand engagement that doesntmore regularly but if you havetypically accompany traditionalnothing to say, dont say it,media. We found a regularity advises Russ Shaw. So often,and pace behind its use that when I go onto my Twitter feeds,suggests marketers not onlyits as if organisations cant stopunderstand this, but act on it.and the impact they have overThe picture is most positive time is minimised. Be relevant.when it comes to the frequency Philips is an example of anwith which Twitter and Facebookorganisation that sees regularityare used by marketers. But withof posts as a critical issuealmost half of businesses saying not only for marketing, but fortheir activity on LinkedIn is either other departments such as TwitterFacebook LinkedInhighly irregular or idle, theresproduct development. Joshroom for improvement not onlyGraff believes this is somethingOnce a day or morefrom marketers side but the marketers are only just startingOnce a week to several times a weekplatforms themselves. LinkedIn to wake up to. They regularlyOnce a month to several times a monthknows this just last week, theystart discussions and ask Very irregularlaunched Company Profiles, challenging questions that havewhich provides the opportunity Not been used for a month or more an impact across their wholefor companies to link together.business and indeed the wider sector, he says.BACK TO CONTENTS8 12. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORT www.smbenchmark.com | #SMBenchmark3. WHY ARE MARKETERS USINGWHY ARE MARKETERS USINGSOCIAL MEDIA? SOCIAL MEDIA?These channels arent exactly the scale of organisations andnew, yet the rationale for usingmarkets outstripped the facilityOur competitors dothem is surprisingly opaque.for consumers to come together,Just doing things because youfeel you ought to or becauseyou thought youd test them outbut actions as simple as likerecommend, share and followmean consumers conversationsJust experimenting Other Its expectedwont cut it, particularly whenyou consider the extent of cuts tohave now been reignited. Ifmarketers dont join theseCustomers use it Dont knowmarketing budgets this year.At best, low integration, wideconversations, they will lose theinfluence that is the core of theirrole.Core part ofexperimentation and assumptionsshine a light on a lack of strategyfor most businesses in 2011 andSo what should I do?Experimentation need notcampaignhighlight a priority for 2012. At be taboo, says Tara Beard-worst, they can prove fatal for Knowland, director at Ipsos28% Just experimentingbusiness. Heres a chance to tap ASI. To a certain extent, were 27% Core part of campaigninto word-of-mouth marketing all experimenting in these early 18% Customers use itthe nirvana of marketing, says years the key is to make sure 12% Its expectedJosh Graff. Indeed, social mediayou have clear reasons fortransports us back to a time when3% Dont knowexperimenting. Why am I doingthe market was defined by people 2% Our competitors doit? What do I want to get out oftalking amongst themselvesit? The more focused you are,5% Otherabout a businesss reputation.the more likely you are to beThis was lost for a while assuccessful.BACK TO CONTENTS 9 13. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORTwww.smbenchmark.com | #SMBenchmark3. WHY ARE MARKETERS USING HOW DO MARKETERS RATE THESOCIAL MEDIA?EFFECTIVENESS OF THEIR SOCIAL MEDIA ACTIVITIES?If someone told you theydSo what should I do?embarked on a business projectYouTube comes out particularlywith no clear objectives, thenbadly. Marketers are missing acouldnt understand why the trick here, believes Nick Eades.results were disappointing, youd YouTube is one of the easiestwonder if they were for real. Yet mechanisms to put video out Extremelythis is the broad picture whenthere and video is the future. If a effectiveit comes to marketers using written content tells 100 wordssocial media. Across everyand a picture tells 1,000 words,Not at alleffectiveplatform, more marketers arethen video tells a million words.dissatisfied than satisfied withthe effectiveness of their social Leona Shepherd, corporatemedia activities. marketing director for 3M UK Plc,agrees. We have used YouTubeTheres a desperate need to very effectively to positiongo back to marketing basics our brand campaigns and ourwhat are your objectives? How branding message. It has reallyexactly do you want to influencestrong measurable metrics andconsumers? Couple this with generates a lot of interest. So, forlearning exactly how the medium example, if we want to reach aworks and how to engage with it.wider audience within a particularOnly then can you hope to truly segment with a more visionaryunderstand how social media can message, YouTube will be ourhelp your brand and make your first port of call.Twitter Facebook LinkedIn YouTubebusiness grow.BACK TO CONTENTS 10 14. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORT www.smbenchmark.com | #SMBenchmark4. WHO OWNS SOCIAL MEDIA AND HOW IS RESPONSIBILITY FOR SOCIALHOW ITS MANAGED?MEDIA RESOURCED?Is social media championedWhat should I do?by a dedicated resource orEnsure the responsibilityembedded across the business? lies with someone who has aOur findings reveal high levels passion for using the tool inof variation and inconsistency, business not just the toolwith relatively few organisations for its own sake, says Leonahaving a full-time social media Shepherd. Its too easy formanager. Surprisingly few businesses to get someone in29% 28%23%outsource to a third party. to champion it who lives and 29% 28% 23%Social is for life, not justbreathes social media, but issurprisingly lost at sea when it We have aUndefined/ Distributed acrossfor Christmas. That meanssocial media inconsistent from marketing teamattempting to achieve yourcomes to working out how it can champion campaign tocampaignobjectives in the short and longfurther your cause, be it brand,term, which in turn means itmarketing, customer experience10%must be managed and keptor whatever else. 5% 5% 4%fresh. Its hard to see how thiscan be done without someonechampioning it.Sits within Social mediaOutsource We have adigital media resides outsideto agency/dedicated socialmanager/team of marketingthird party media managerBACK TO CONTENTS11 15. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORTwww.smbenchmark.com | #SMBenchmark4. WHO OWNS SOCIAL MEDIA AND WHOS MANAGING A BUSINESSSHOW ITS MANAGED?OFFICIAL ACCOUNT?In over half of companies,people, and you can see howmarketing is leading social management of social media hasmedia activity. But in the otherbecome a sticking point for sohalf, its based somewheremany organisations.else, with many companies stillThere is no doubt that socialtrying to work out whether thismedia benefits from beingis primarily a tool for marketing,managed by one particularPR, sales or another departmentdepartment although thataltogether.does not mean that it shouldTheres a sense of organisationssit in a completely independentstill finding their feet here, says silo. Social media belongsJosh Graff. This is an emergingeverywhere, but you needmedium and they dont have thesomeone orchestrating it51% 61% 52%luxury of decades of traditionaland trying to pull together aadvertising which alwayscohesive strategy. Only thensat very naturally within the does it have a hope of beingmarketing department. Add toembedded into the very fabric ofthis the fact that it takes timethe organisation, says RobertMarketing teamThird partyto restructure departments, Harles, head of social media at Individuals Sales teamparticularly when companies Bloomberg.PR team Otherhave tens of thousands ofBACK TO CONTENTS12 16. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORT www.smbenchmark.com | #SMBenchmark4. WHO OWNS SOCIAL MEDIA ANDHOW ITS MANAGED?What should I do?Dont lose sight of your primaryIts encouraging to see thatobjectives, says Tara Beard- the marketing function isKnowland.So many companies put socialco-ordinating social mediamedia in a particular department, activity in the majority ofwithout really thinking it through.What do you want out of it? Ifbusinesses, but this stillits building brand awareness, itmakes sense to sit in marketing;leaves a risk: social mediaif its about softer messaging, itisnt something any onemight be better in PR.team can own.If you are B2B and want to useit to make connections with key Education andindividuals, consider putting it insales.internalcommunicationthereforebecome crucial.BACK TO CONTENTS13 17. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORTwww.smbenchmark.com | #SMBenchmarkSECTION 2: PROGRESS IMPACTAND OPPORTUNITY 5. Where do marketers see the value in social media? Seperate the wheat from 6. How is social media being measured? 7. Are the right skills in place to get the job done?the chaff by always coming 8. How are organisations investing in social media?back to the only question 9. What does senior management make of it? that really matters how10. Are there risks to reputation?do you make this strategic11. What are the barriers to getting value?to your business, not just a12. Looking aheadnice to have? Says Leona Shepherd Corporate Marketing Director 3M UK plcBACK TO CONTENTS 14 18. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORT www.smbenchmark.com | #SMBenchmark5. WHERE DO MARKETERS SEEWHERE DO MARKETERS SEE THETHE VALUE IN SOCIAL MEDIA? VALUE IN SOCIAL MEDIA?Are marketers valuing whats was triggered by the realisationeasy, as opposed to what that a lot of our lawyers dabbledcounts? Its clear that they with it, but as a firm we hadnt Supporting other aspectsrecognise some of theworked out a clear strategy ofof a campaign.strongest areas of value, buthow to benefit the most from it, Regular communication/understanding of the commercialsays Karim Emara, CMO. engagement with currentpotential of these tools He settled on a three-pronged customers.particularly its listening potential process. First, set the appears lacking. Adding value to boundaries we have strictNo wonder our research found policies in place for people to reputation or profile.that very few marketers believeknow how to use it and howthey are getting maximum value not to use it, building a clearfrom these channels. Cliffordseparation between what people Prospecting for newChance used to be amongcan do as an individual and as acustomers.them. But then we stopped firm. Second, monitor we lookto ask ourselves, Whats thewidely at what people are saying Generating enquiries.best way to gain value fromabout the firm, about our peersLinkedIn, our preferred social and indeed our clients. Competitor intelligence.media platform? The question Market research andintelligence.BACK TO CONTENTS15 19. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORT www.smbenchmark.com | #SMBenchmark5. WHERE DO MARKETERS SEE THEWHERE DO MARKETERS SEE THEVALUE IN SOCIAL MEDIA? VALUE IN SOCIAL MEDIA?Thirdly, and most critically, weor drive traffic to their website,act if someone is launching then wonder why they cant spota new drink in Poland or a carthe value. Use online platforms Supporting other aspectsfirm is branching into a newinnovatively and you are far of a campaign.area of business, we jump more likely to reap benefits. Regular communication/on the opportunity and ask ifTake Vets the UKs leading engagement with currenttheres anything we can do toprovider of out-of-hours customers.help. Now, my team whichemergency veterinary care covers clients such as Deutsche Adding value towhich worked on building aBank, BMW and Procter &reputation or profile.stand-alone, but segmented,Gamble are expected to usecommunity of pet owners (a kindtheir social media dashboardof MumsNet for pet owners)on a daily basis to spot suchusing Facebook in May 2010.opportunities. Prospecting for newAlthough Vets is by no means acustomers.So what should I do?megabrand, it is responsible forToo many organisations usecreating the third most engaged Generating enquiries.social media as a bolt-on to aFacebook Page in the UK.campaign or simply to prop up Competitor intelligence. Market research andintelligence.BACK TO CONTENTS16 20. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORTwww.smbenchmark.com | #SMBenchmark6. HOW IS SOCIAL MEDIA BEINGHOW ARE MARKETERS MEASURINGMEASURED? SOCIAL MEDIA?One of the much-praisedToday, you can tell not only howbenefits of social media many people are clicking butchannels and indeed digitalwho is clicking too. SuddenlyTwitterin general is their innate you have the ability to segmentNumber ofNumber of Re-tweetsMentions/ followers customer commentsmeasurability. The tools,and target your audience and followersmany of which are free,even create specific campaignsprovide sophisticated insightaccordingly.for companies of all sizes to When Robert Harles arrivedget a pulse check. But we SentimentCTRs Enquiries via Revenue via at Bloomberg, nothing was analysis Twitter Twitterfound a worrying number of measured. But now we monitororganisations failing to take and measure everything fromadvantage of this rich suite of how many people are engaginganalytics. with us to how often informationLinkedInMeasuring by click through is about us is shared. MostNumber of group Number ofPosts Mentions/really quite antiquated, yet this is critically of all, we ask, Of the X memberscustomer groupmemberscommentsstill the main tool used by many million people following us, whomarketers, says Josh Graff. is the most valuable, what are they doing and how do we use it to turn leads into real sales?SentimentCTRs Enquiries via Revenue via analysis LinkedIn LinkedIn Advanced Basic We dont useBACK TO CONTENTS 17 21. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORTwww.smbenchmark.com | #SMBenchmark6. HOW IS SOCIAL MEDIA BEINGHOW ARE MARKETERS MEASURINGMEASURED? SOCIAL MEDIA?I often hear people say social matters is the big picture. Focusmedia is too embryonic to only on measuring what youmeasure I think thats a cop- need to find out, if social media Facebookout, he says. Its all well is helping you connect withNumber of fansNumber ofPostsMentions/customer fanscommentsand good to build buzz andyour customers in a relevantawareness, but if we cant say, way a way that demonstrablyWe succeeded in these threeencourages them to do businessdimensions, failed on these two,with you.and heres why, along with whatSentimentCTRs Enquiries via Revenue viaAsk yourself not how manyanalysisFacebookFacebookwe are going to do differentlytweets or viewers did we getnext time, whats the point,but, How many did we act on?particularly given the pressureLikewise, if you put a promotionon marketers for ever greateron your Facebook page andaccountability and proof of YouTubeupload a video and watch itROI?Number ofAverage lengthNumber ofgo viral, dont just sit backviews of viewsubscribersSo what should I do?and smile that its a job wellWhile it can be fascinating todone. Work out what it actuallyget stuck into all the KPIs thatachieved in terms of sales,reveal successes, what really agrees Karim Emera. Number of CommentsLikescustomer subscribersAdvancedBasicWe dont useBACK TO CONTENTS 18 22. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORTwww.smbenchmark.com | #SMBenchmark7. ARE THE RIGHT SKILLS IN PLACEDO BUSINESSES HAVE THE RIGHTTO GET THE JOB DONE?SKILLS IN PLACE TO LEVERAGE ANDMANAGE SOCIAL MEDIA EFFECTIVELYFew marketers would deny thethem, with one in five companiesimportance of building the rightadmitting that they are leaving IN 2012?talent and capability within theirthe responsibility of managingbusiness, but this sentimentsocial media activities to peopleOur skills andappears to be struggling when itwho are, at best, under-skilled competencies 6%comes to social media. Not only and at worst, disinterested. As are optimalis there evidence of weakness ofone person who blogged aboutskills and capabilities across allour research put it, It seemsWe are averagesectors, but a worrying numberthat the job description for most for our sector 32%of businesses have yet to businesses is still, Do you knowdetermine how to address this.how to tweet? We are improvingThis is 2011, not 2001. These On the surface, its encouragingbut below industryaverage 31%channels have been around for that around half of businessessome time, yet many companies intend to invest in some training We areare sceptical about their current for their current staff. But it fundamentallyill-equipped 19%ability to make the most of will be interesting to see in ourDont know 12%BACK TO CONTENTS 19 23. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORTwww.smbenchmark.com | #SMBenchmark7. ARE THE RIGHT SKILLS IN PLACETO GET THE JOB DONE?next waves of research whetherthey really do achieve a greaterWhat should I do? Wasteno time in addressing the Its of significant concernskill set organically, given thecurrent economic climate. Awidespread skills gap that thissurvey has uncovered. that half of businessesfurther alternative is to bringThe gap between businesses acknowledge a fundamentalin digital natives, but this toohas potential problems, notthat perform well on sociallack of capability aroundmedia and those that dontleast the creation of silos withinsilos, causing companies towill widen dramatically in social media, or that theirlack a joined-up approach to2012 and if companies fail toinvest in the skills, time and skills are below their industrysocial media. There is also thepossibility of outsourcing training necessary, they will find peers. In times of economicthemselves left even furtheralthough we found this is takenup by a surprisingly low numberbehind in a medium that they uncertainty, will theseof companies.themselves admit is here to stay. businesses have the time and resources to rectify this?BACK TO CONTENTS 20 24. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORT www.smbenchmark.com | #SMBenchmark8. HOW ARE ORGANISATIONSHOW DID COMPANIES INVEST IN SOCIALINVESTING IN SOCIAL MEDIA?MEDIA IN 2011? AND HOW DO THEYANTICIPATE INVESTING IN 2012?With over half of businessesWe are seeing incrediblehaving increased theirmomentum in terms ofinvestment in social mediainvestment, but if you cantin 2011 and seven out of 10 justify exactly why youre doingplanning to increase theirthis, its possible that you mightinvestments in 2012, theres no have some battles as 2013INCREASEDdoubt about the recognition ofapproaches, says Josh Graff. SAMEthe potential of social media. DECREASEDWhat should I do?NOT USING LAST YEARCouple this with marketers Organisations clearly recogniselack of rationale for using socialwhere their customers andmedia, senior managementsconsumers are, but marketersINCREASElack of buy-in and questionsneed to consider the monthsSAMEover the effectiveness of leading up to the end of 2012 DECREASEchannels and the pictureNOT USING NEXT YEARas critical in terms of backfillingappears less rosy, however. a clear strategy around socialGiven the current economicmedia. If they dont introduceuncertainty, its hard to see how clarity into what they are doinginvesting in marketing heads andsoon, theres every possibilitydollars without a good business that the financial outlay will becase is sustainable.scaled back.BACK TO CONTENTS 21 25. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORTwww.smbenchmark.com | #SMBenchmark9. WHAT DOES SENIOR DOES SENIOR MANAGEMENT FULLYMANAGEMENT MAKE OF IT?UNDERSTAND WHY WE USE SOCIALMEDIA?With just a quarter of marketersthe lack of clarity and in somereporting that their senior cases scepticism amongmanagement fully understandssenior management becomes Strongly agreewhy they are using social media,easier to understand. No strong view either waythat leaves the vast majority in aStrongly disagreeIve seen so many situationsvulnerable situation. A quarter ofwhere senior management ismarketers say those at the topill informed and simply throwsdont get it at all.it all into the same bucket But then again, should we beblogging, YouTube, Facebooksurprised? This research showsand more, says Karim Emara.that yes, investment is growing For marketers, this is a simplerapidly, but metrics arent ineducational process tellingplace to evaluate and guide them about the opportunitiesactivity, and many marketers arethat exist, the impact socialunclear about their objectives. media is already having on theAdd to this the wide variance business, what competitors arein how social media channelsdoing successfully and what isare managed and planned, andyour strategy.BACK TO CONTENTS 22 26. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORTwww.smbenchmark.com | #SMBenchmark9. WHAT DOES SENIORMANAGEMENT MAKE OF IT?Its about saying, Heres whatsocial media is about andSo a quick and simple winfor marketers is to get their There appears to be lowheres how it needs to workfor us and that explanationsenior management personallyusing these social media concern amongst marketersneeds to ripple down to peopleplatforms. Dont waste timeabout the potential risks ofthroughout the business, allof whose backing you need toteaching senior managementthe mechanics of social media,social media. Creativity andreally make it work. adds Leona Shepherd, 3M.What they understand is experimentation shouldnt beSo what should I do?When people recognise theconnecting with customers, sostifled, but marketers need tobenefits of establishing their ownthe responsibility for marketersis to articulate the vision, the have a plan of action thatpersonal profile online, it veryquickly becomes apparent whatstrategy, the metrics and theinsight that social media can can be implementedthe business benefits are, saysJosh Graff.provide.quickly should a campaign backfire.BACK TO CONTENTS 23 27. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORTwww.smbenchmark.com | #SMBenchmark10. ARE THERE REPUTATIONALDO MARKETERS SEE SIGNIFICANTRISKS?REPUTATIONAL RISK IN SOCIAL MEDIA?Less than one in 10 marketers Risk does not have torecognise the significant hinder creativity or evenreputational risks associated experimentation, stresseswith social media and nearly half Tara Beard-Knowland. Somesee no risk at all. You only have of the very best examples ofto turn to the recent tweetingmarketings use of social medianightmares for companies such are big, bold and dynamic.as Qantas and McDonalds to But awareness of the keysee the folly of this belief. areas of danger is the onlyTwitterFacebookway for marketers to minimiseQantass attempt at social mediathe chance of social mediapromotion turned into a classicbackfiring on them.PR disaster when users hijackedthe promotional tag to insult theairline. Meanwhile, a McDonaldsTwitter campaign designed tospread good news boomerangedwhen critics unleashed torrentsof abusive tweets. LinkedInYouTube Strongly agree No strong view either way Strongly disagreeBACK TO CONTENTS 24 28. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORT www.smbenchmark.com | #SMBenchmark10. ARE THERE REPUTATIONALRISKS?If something does go wrong,be transparent better still, Tara Beard-Knowland. This isnt like a TV campaign where theres Companies typicallyapologise, says Robert Harles,Bloomberg. Social media is a beginning, a middle and an end. It keeps going and often mitigate reputational riskabout a relationship with your involves changing objectives. through control the veryconsumers and as long asyou admit when youve made If you dont know what to do when problems arise, youll beantithesis of social media.a mistake, learn from it andmove on, people may be more unable to solve them quickly and its this time lapse between The digital revolution hasforgiving than you think. the mistake and acting on it that placed ownership of a brandWhat should I do? often causes orgnisations the greatest reputational risk.or businesss conversationDo a risk assessment andrevisit it on a regular basis, says with the customer; is your business truly prepared?BACK TO CONTENTS25 29. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORT www.smbenchmark.com | #SMBenchmark11. WHAT ARE THE BARRIERSWHAT ARE THE BARRIERS PREVENTINGTO GETTING VALUE?MARKETERS FROM GETTING MORE VALUE OUT OF SOCIAL MEDIA?These channels may be free, but yet in many instances, the fact isthey can take up a huge amountthat consumers are well aheadof time. For todays marketers, of their companies usingour research shows this is a real iPhones for home-use and Lack of budgetstumbling block.Blackberries for work-use. Time to properly manage theseBut perhaps the biggest surpriseWhat should I do?channelsis the number of issues thatTake the time to analyse whatInability to measuremarketers dont consider ais really stopping you gaininghindrance. Poor skills andmaximum potential from these Lack of technologymanagement understandingfour platforms.come way down the list, forLack of managementThe bad news is that you might understandinginstance, yet marketers haveadmitted elsewhere in the study find the list is longer than you Level of changethought, but the good news isin digitalthat key skills and top levelunderstanding are severelythere are proven solutions and Skills of marketing/ brand teamslacking.many opportunities to learnfrom others, with the result thatQuality of agency partnersLikewise, lack of technologyprogress need not be hinderedcapability isnt seen as a barrierto the extent that it is.to a large number of marketers,Significant barrier to progressSome complicationsNo problemNot applicableBACK TO CONTENTS26 30. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORTwww.smbenchmark.com | #SMBenchmark12. LOOKING AHEAD IN WHICH OTHER SOCIAL MEDIATOOLS ARE MARKETERS PLANNINGON INVESTING IN 2012?Its encouraging to see almostcentre with no real reason andhalf of marketers planningthat blogs fail to stand out.40% 40%on investing in social mediaWhat should I do?analytics this year, but with just36%25% having invested in this areaSeparate the wheat from thein 2011, well be keeping a close chaff by always coming backon eye on whether this actually to the only question that reallyhappens. At the other end ofmatters how do you make thisstrategic to your business, notthe scale, Google+ comes low 23%23%down the list, almost certainly just a nice to have? Take thatreflecting its teething problems. crucial step back to give it thetime it deserves.Whilst its of little surprise thatmobile apps and bloggingIf you do try something that both of which are growing doesnt work out, move on,11%fast gain a healthy interestadds Leona Shepherd, 3M.from marketers, other findingsI think a big part of the learningin this survey show that many process for marketers in 2012marketers do not have clear will be to identify when theyvesight of their goals. There exhausted the use of a particularis, then, a danger that sometool in a particular segment.marketers wind up merelyIts important for marketers to Mobile appsGoogle+ for businesscreating a mini version of abe able to see if something isProprietary online communities Hiring social media agencywebsite for a phone, that appsworking and if its not, to close Social media analytics Blog(s)may be created left right and off that avenue.BACK TO CONTENTS 27 31. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORTwww.smbenchmark.com | #SMBenchmarkCONCLUSION2012 is supposed to be the yearin which business use of socialnothing out and you may evendo damage. But if you use it Should your organisation bemedia matures, but these resultsshow that were a long waywith foresight and planning, thepayback can be huge. using social media?away from this at the moment.Social media is more than aAbsolutely. But only if yourA major concern is that onlyone third of marketers stronglybuzzword the next step is for itto be treated as a key aspect of presence is supported by abelieve that the social mediachannels have potential as a toolachieving business objectives. clear strategy, investmentto help their businesses grow Wave two of the Social MediaBenchmark is live in March and commitment.which is somewhat at odds with2012, where we will build on thebusinesses growing investment.learnings from wave one withIn times of economic turbulence,a deep-dive into the followingmarketers need to build aareas:more robust rationale to justifylong term investment in these Social media usage andchannels.resourcing.Should your organisation be Digital capability, skills andusing social media? Absolutely.talent.But only if your presence is Data, privacy and regulatorysupported by a clear strategy, issues.investment and commitment. Its Social media listening andnot enough to throw somethingmonitoring.out there for the sake of it. If Barriers to progress in 2012.you put nothing in, youll getBACK TO CONTENTS 28 32. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORT www.smbenchmark.com | #SMBenchmarkLinkedIn DOs LinkedIn DONTs Offer insights Share great Be innovative Experiment Automate your Share only company content articles, tips, quotes, advicewith your current strategy communications Create Current and prospective and wisdom not just about to find new and interestingthoughtful and conversational customers want to know your company, but also aboutways to present the same content. Engaging with your whats relevant to them. Its relevant third party insights.information to your networks.prospects does not end at not just about you and if you Gather and share thatsigning them up as followers. dont make content about knowledge to become a hubEven if theyve agreed to the bigger questions, people of valuable information forreceive updates on your wont have enough reason to your customers.company, this is no longercome back for more.enough to ensure brand Interact, then act Achievingloyalty. the right balance between self-promotion and creative Work on the basis that one content often requires a visionsize fits all LinkedIn Ads of whats on your audiences are powerful tools that, as mind. A simple way ofmarketers, you can use to deciphering this is to just ask, target very specific audiences using tools and applications within a global network. such as INMail and LinkedIn Groups.BACK TO CONTENTS29 33. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORT www.smbenchmark.com | #SMBenchmarkFacebook DOs Facebook DONTs Remember that Facebook is Ask questions Companies Take fans for granted Make promises you cant a personal social network should ask people questionsGetting fans is only the keep Offering incentives or Before leaping in, take timeto make them feel involved first step. Companies must promotions in return for likes to understand the etiquette with decisions. Business focus on retaining them. Use is fine, so long as youre able required. Ask yourself whypages should be a real onlinePage Insights regularly to to fulfil demand and meet your customers or consumers community and can be a great track which posts sparkedexpectations. Failing to do are using Facebook; how way to gather feedback. Useconversations and sharingso could result in significant theyd like to engage withFacebooks Questions feature and keep posting this kind ofbacklash. you (listen, respond or and Fill in the blank postscontent to maintain interest. contribute); and what value can be particularly useful. Bore people Peoples they expect you to bring toNews Feeds contain a lot of the conversation.information and they are busy Offer rewards There areso probably wont have time thousands of businesses on to read everything. Posts are Facebook so marketers need a reflection of a company to make sure business pagesso they should be short and stand out from the crowd.snappy and ideally less than Companies can reward fansthree lines. for liking the page by offering competitions and special offers.BACK TO CONTENTS 30 34. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORT www.smbenchmark.com | #SMBenchmarkTwitter DOs Twitter DONTs Link Twitter activity with Respond An endlessly Underestimate the resource Obsess about numbers other online media Live ringing phone in a call centre(mainly time) required toof followers Dont stress tweets on your websitewould be unacceptable, so use Twitter properly For because you dont get the will help to optimise yourwhy would you leave queries instance, telecoms providers same number of followers as web presence for search,or complaints on Twitter(see @VodafoneUK as an Lady Gaga. Its better to have encourage cross-promotion unanswered? example) use Twitter asfewer relevant followers than of your chosen channels and an extension of traditionalmore irrelevant ones. help keep fresh content oncustomer service channels, your website. but this requires re-allocation of headcount, so may not be Get the balance right the cheaper option many see between tweeting and it as. listening Pay attention to what your customers or Over tweet Dont tweet prospects are talking about unless you have something and interested in Do the to say and provide a same with your competitors, variety of tweets (news, who may inadvertently revealpromotions, service-related a lot about their plans onannouncements, comments Twitter.etc).BACK TO CONTENTS 31 35. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORTwww.smbenchmark.com | #SMBenchmarkYouTube DOs YouTube DONTs Be clear on the purpose Include a call to action Just put content designedin YouTube and consider of video in your campaign If its appropriate, a call tofor other media onto advertising to get your videos Is it to provide technicalaction can be very effective. IfYouTube Thats not reallyon the search page. product information? Is it to your marketing objective is tobeing integrated. Viewing Forget to integrate video support a brand campaign? increase visits to your channel behaviour is different online, into other media Simple Is it designed to be shared or participate in a contest,so understand what will steps such as embedding and spread virally amongstencourage your audience tomotivate your audience to in e-mails, showcasing on your target audience? Is it get involved. watch, keep watching until your website, including in designed to generate leads? the end and share with others. blogs, building into mobile Clear objectives should guide Forget to help people activity, linking in traditional what you create. find your video Simplydirect marketing (such as Deliver key messages earlyuploading to YouTube isntthrough QR codes) can help on Traditional TV advertising enough. Make sure you put your audience to navigate typically builds up to a climax as much effort into how you multiple channels with ease at the end of the 30-second describe and publish your and supports consistency of spot, whereas online videovideo as you do to making the message and use of assets. is viewed differently. Plan for clip. Credit notable speakers user tune-out near the end of and partners in your video the video and deliver your keydescription and tags, include message early.your website URL in the video description, ensure your video is categorised correctlyBACK TO CONTENTS32 36. SOCIAL MEDIA BENCHMARK: WAVE ONE REPORT www.smbenchmark.com | #SMBenchmarkABOUT THE CHARTERED INSTITUTEABOUTABOUTOF MARKETING IPSOS ASIBLOOMBERGAs the worlds largestEngaging with us means being We believe that successful Bloomberg is building theorganisation for professional part of something bigger:advertising builds strongerlargest, most powerful networkmarketers, we play a central role a community of marketers brands. Ipsos ASI, founded inof business media solutions.in educating, developing andand business professionals 1962, offers marketers state-Through print, television,representing our profession.who exchange key ideas and of-the-art advertising researchonline, and mobile, we provideexperience.built on 40 years of experience, unparalleled news and analysisOur Research and Information using measures predictivefrom 146 bureaus in 72 countriesdivision is at the forefront of Find out more at of in-market performance around the world. Bloombergmarketing and sales knowledge www.cim.co.ukacross the various stages of News produces more thancreation, producing global advertising development and6,000 stories every day, andinsights, trends and forecasting,implementation. Our services top brands rely on this powerfulthought leadership and policy, are used around the world by content to add context toinformation services and advertisers to leverage theirtheir advertising messagesacademic research. advertising investments. and connect them with globalbusiness leaders.BACK TO CONTENTS 33 37. www.smbenchmark.com | #SMBenchmarkReading this publication can count towards your annual CPDrecord. However, additional hours may not be claimed forattending the associated event. www.cim.co.uk/charteredcpdMoor HallCookhamMaidenheadBerkshire SL6 9QH, UKE-mailbenchmarking@cim.co.ukTel+44 (0)1628 427 500The Chartered Institute of Marketing 2012. All rights reserved. Permissionto reproduce or extract material from this publication must be soughtfrom The Chartered Institute of Marketing. Details correct at time of print.Members: FreeNon-members: 95+VATISBN: 978-1-907368-17-21351RI 34