Results of 4A’s Member Survey -Marsha Appel – 4A’s SVP, Research Services The Social Tools...
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Transcript of Results of 4A’s Member Survey -Marsha Appel – 4A’s SVP, Research Services The Social Tools...
Results of 4A’s Member Survey-Marsha Appel – 4A’s SVP, Research Services
The Social Tools Landscape for Agencies and Clients-Chris Damsen – Netvibes, VP Business Development
-Vincent Chang – Netvibes, Director Strategy, UX & Marketing
Q&A-Joe Marranca – 4A’s Webmaster
Social Media Monitoring & Analysis Tools For Your Agency
July 18, 2013 1-2 PM EDT
Twitter: #4AsWebinars
Purpose
The survey was intended to:
Determine current state of social media monitoring and reporting activities among member agencies
Set stage for further research, identification of trends, best practices
Assess level of interest in webinars, other training, etc.
I. Respondent Demographics
89 responding agencies
81% are general, “full service” agencies
Breakout by size of agency:
“What is the total number of full-time employees in your agency?”
I. Respondent Demographics
80% of respondents handle social media monitoring for clients
We asked the 20% who do not perform this function how their clients handle it:
“How is social media monitoring handled by your clients?” (Multiple responses permitted)
I. Respondent Demographics
The responsibility for social media monitoring does not reside in one consistent place among responding agencies
Digital departments were the lead response – but not by a large margin
“Which department at the agency is primarily responsible for social media monitoring for clients?”
II. Business Practices
Social media monitoring tools:
A wide variety of tools in use among survey respondents
Only three clear leaders
Wide variety of metrics being monitored
“What tools do you use for social media monitoring and reporting?” (Multiple responses permitted)
II. Business Practices
Reporting frequency and method:
Monthly is the most common reporting period
Presentation format most widely used
“How are your results from social media monitoring presented to clients?” (Multiple responses permitted)
III. Sentiment and Future Outlook
Responses regarding challenges were mixed:
Overall, agencies believe they are doing a good job (53%)
Agencies say clients are satisfied (73%)
It is difficult to find people with appropriate skills (56%)
Too many tools; hard to know which ones to use (69%)
Integrating output from multiple tools is difficult (66%)
There is a lack of good benchmarks (73%)
Agencies say they prove ROI (46%) – but also say that clients don’t understand the value of social media (54%)
III. Sentiment and Future Outlook
Social media monitoring and reporting activity is increasing:
83% engage in it more than they did a year ago
90% expect their activity to increase over the next 12 months
47% plan to purchase more monitoring tools in the next year
• Only 10% said they do not plan to purchase more tools
90% interested in attending a webinar