web 2.0 & social media benchmark study - june release

Copyright 2010 MetricsBoard, LLC

Web 2.0 & Social Media Marketing Benchmark Study

June, 2010 Release

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Study Methodology

• The following research released by MetricsBoard gives you market penetration rates and trend data for Web 2.0 & Social Media Marketing strategies and best practice areas. The results are crowd generated and compiled from online participants who have taken our free Web 2.0 Marketing benchmark assessment through May, 2010.

• Results reflect data entrees from more than 35 different countries, covering 14 different market segments and are crowd-verified using our automated online benchmark engine.

• Our performance assessments instantly provide benchmarking results regarding a company’s relative maturity and performance level compared to others who have completed the same benchmark. Each assessment has been formulated using the latest best practice information from industry leading subject matter experts and from online polling data. The benchmark uses a series of yes/no questions with responses compared in real-time against our robust crowd populated database.

• Using a proprietary algorithm and an automated benchmarking engine the results provide valuable comparative business information that can be used to help improve the performance of a company. Database integrity is monitored and verified using industry standards and is managed by a team of advisory experts to ensure statistically valid results.

This document contains confidential and proprietary information and is the property of MetricsBoard, LLC. You are free to copy and use (in whole or in part) the charts and data in the results reports in order to promote your metrics to others in your company or for self-promotion as long as you reference the source of the data coming from MetricsBoard. Reproduction of our question structure, duplication of our benchmark

methodology or other proprietary aspects is strictly prohibited. This document is provided for informational purposes only and the contents hereof are subject to change without notice. This document is not warranted to be error-free, nor subject to any other warranties or conditions,

whether expressed orally or implied in law.


Web 2.0 and Social Media Benchmark Structure

• 100 best practice questions

• Covers 11 Web 2.0 and Social Media Marketing areas:– Blogosphere

– Communities, Forums, Wikis, Message Boards

– Public & Social Relations

– eMarketing

– Social Media

– Multimedia Sharing

– Reputation Management

– Website

– Virtual Worlds

– Voice of The Customer

– Socialization, Governance & Integration


Selective Web 2.0 Trend Data

Blogosphere• 57% of companies have a corporate blog

• 26% of companies have more than one blog covering different topics and/or product lines

• 39% of companies have a formalized content/editorial calendar they follow to preplan posts

• 22% of companies actively monitor blogs/online conversations using tools like Backtype, Blogpulse and other blog tracking tools

User Communities and Forums• 30% of companies have set up their own corporate user community/forum

• 39% of companies actively participate in external user communities, forums and wiki sites

Media Relations• 52% of companies distribute their press releases to the blog community

• 43% of companies distribute press releases with RSS feed feature

• 26% of companies provide Social Media sharing feature with press release


Selective Web 2.0 Trend Data, Cont’d

eMarketing and Search Engine Marketing• 52% of companies post (live/taped) Webcasts or Webinars to their Website• 30% of companies post Podcasts to their Website• 61% of companies use pay-per-click (PPC) search engine marketing programs • 74% of companies use email blast programs• 13% of companies are actively using mobile marketing• 39% of companies have a formalized lead nurturing program Website Optimization• 78% of companies populate their Websites with SEO key words and long-tail phrases• 26% of companies have conducted A/B or multivariate testing on their Website• 48% of companies post new content to their Website at least once a week• 83% of companies post videos to their Website• 13% of companies have used an artificial intelligence (AI) feature and/or avatar to aid usersSocial Media Marketing• 43% of companies have a formalized social media marketing plan• 52% of companies participate in more than two social media sites• 17% of companies have developed a customized program for their social media participation• 48% of companies have a published corporate social media policy governing employee

participation


Selective Web 2.0 Trend Data, Cont’d

Multimedia Sharing• 65% of companies have posted a video to YouTube or other multimedia siteReputation Management• 52% of companies use free monitoring tools like Technorati, Tweetbeeb and others to track

online conversations/dialog• 22% of companies use paid alert tools like Trackur, Radian6 and others to track more detailed

online information• 39% of companies have an assigned person that has daily responsibility to monitor online

conversations and Website customer commentsVirtual Worlds• 9% of companies participate in online virtual worldsVoice of the Customer• 52% of companies provide a way for users/customers to provide satisfaction feedback• 17% of companies monitor customer feedback sites like Getsatisfaction, Yelp and other sites• 35% of companies have an assigned person who monitors customer feedback on a daily basisGovernance, Integration and Measurement• 22% of companies have a formalized education program for employees to inform them on

corporate Web 2.0 and Social Media marketing activities• 35% of companies follow a formalized quarterly process to evaluate metrics and goal

obtainment


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This document contains confidential and proprietary information and is the property of MetricsBoard, LLC. You are free to copy and use (in whole or in part) the charts and data in the results reports in order to promote your metrics to others in your company or for self-promotion as long as you reference the source of the data coming from MetricsBoard. Reproduction of our question structure, duplication of our benchmark

methodology or other proprietary aspects is strictly prohibited. This document is provided for informational purposes only and the contents hereof are subject to change without notice. This document is not warranted to be error-free, nor subject to any other warranties or conditions,

whether expressed orally or implied in law.

www.metricsboard.com


web 2.0 & social media benchmark study - june release

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