SEMPO Survey 2010 Social Media Marketing Findings Massimo Burgio

social media marketing findings from the SEMPO survey 2010

massimo burgio SEMPO board of directors www.sempo.org

social media marketing

findings methodology

SEMPO survey 2010

methodology

1,472 respondents to the state of search engine marketing report 2010 promoted by SEMPO and econsultancy (527 advertisers + 944 service providers)

SEMPO survey 2010

methodology

68 participant countries worldwide (38% US respondents, 19% from europe, 7% from asia)

SEMPO survey 2010

methodology

12 %

of brand-side respondents are companies from B2B marketing services, 10% from the retail industry, 8% finance sector

SEMPO survey 2010

methodology

25 %

of brand respondents are middle-big size companies with 101-1000 employees, 20% are small companies of 10-50 employees

SEMPO survey 2010

methodology

30 %

of respondents from the service side are full service marketing agencies, 21% search marketing agencies, 4% social media agencies

SEMPO survey 2010

methodology

50 %

of respondents from the service/agency side are small organizations <10 employees, 20% are a little bigger, 10-50 employees


findings budget and spend


budget 2009

50 %

of companies invested less than $25k for social media in 2009

59 %

of companies will invest on social media for 2010 more than they did in 2009


budget 2010

86 %

of agencies expect their clients to spend more on social media marketing in 2010 than they did in 2009


budget 2010

% 60 of agencies expect to invoice less than $100,000 for social media marketing services in 2010


budget 2010


findings agency vs. in-house

% 62 of companies run their social media marketing efforts in-house, with internal resources


resources

% 63 of agencies declared that the major reason for their clients to outsource social media marketing programs is for lacks of in-house skills (58% because SMM is too time-consuming)


outsourcing

% 35 of companies remunerated their social media mktg providers with a flat agency fee (27% adopted a time / material compensation)


agency fees

% 33 of search mktg services get remunerated with time and material compensation (32% adopted a fee per click model)


agency fees


findings goals and metrics

%


goals

51 of companies aims to increase brand awareness and enhance reputation through social media (33% aims at driving traffic and generating leads)

% 57 of agencies aims to increase brand awareness and enhance reputation for their clients through social media mktg (26% aims at driving traffic and generating leads)


goals

% 62 of companies evaluated social media mktg success in terms of brand awareness (10% ROI 59% customer engagement)


metrics

% 68 of agencies measured social media mktg success for their clients in terms of brand awareness (60% customer engagement, 21% number of sales/leads)


metrics


findings challenges

% 63 of companies struggled in measuring the ROI of their social media mktg efforts (37% in integrating with other online/offline mktg, 25% in getting budget, 11% in hiring and retaining talented resources)


challenges

% 58 of agencies declared that their clients struggled in measuring the ROI of their social media marketing efforts (18% in determining wether to run social media marketing in-house or to outsource it)


challenges


findings search integration

% 49 of companies treat social media and search engine marketing separately (33% integrates search + social media mktg efforts)


integration

% 35 of B2B companies integrate social media and search engine marketing programs(the level of integration is 30% for B2C companies)


integration

% 48 of agencies integrate social media and search engine marketing services (39% treats search and social media mktg separately)


integration

% 42 of companies stated that the rise of social media had a moderate impact on their search engine marketing programs (10% reported a huge impact)


impact on search

% 34 of small to medium size companies reported a huge impact of social media marketing in their marketing programs (19% for large size companies)


impact on search

% 56 of agencies reported a moderate impact of social media marketing in their clients’ search marketing programs (18% reported a huge impact)


impact on search


findings target networks

% 74 of companies adopted Facebook as primary social media network to promote their brand (73% prefer Twitter)


target networks

% 87 of agencies adopted Facebook as primary social media network to promote their clients (80% prefer Twitter)


target networks

% 83 of companies used Facebook as a primary social media network to promote their brand (68% focused on Digg, Twitter is not reported) – as from SEMPO Survey 2009


target networks


findings new tech trends

% 46 of companies described as significant the impact of behavioral targeting on search marketing (31% described as highly significant the impact of personalization of search results


new tech trends

% 48


new tech trends

of agencies described as significant the impact of video search on search mktg (38% described as highly significant the rise of local search)

more insight? search engine strategies budgeting search engine optimization

paid search conversion rates web analytics change in media spend social media marketing outsourcing technology trends

get the

111 pages of industry data available online at http://econsultancy.com/reports/state-of-search (€150)

FREE for SEMPO members! (another good reason to be a SEMPO member)

www.sempo.org/join

full survey!

thank you! massimo burgio SEMPO board of directors www.sempo.org

SEMPO Survey 2010 Social Media Marketing Findings Massimo Burgio

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