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Benchmarking Agency Social Media Activity11th August 2011,[object Object]
Vital Statistics,[object Object],[object Object]
Findings based on 251 interviews with B2B marketing agency professionals conducted in June/July 2011
The survey was conducted by B2B research specialists Circle Research on behalf of B2B Marketing magazine,[object Object]
Which of the following did your organisation use to develop its approach to social media?,[object Object],Comparison of different ,[object Object],social media tools,[object Object],Competitor research,[object Object],Internal and agency brainstorming,[object Object],Research into target ,[object Object],audience behaviour,[object Object],Gut feel,[object Object],Research into target ,[object Object],audience attitudes,[object Object],Research to identify key ,[object Object],opinion formers,[object Object],Other,[object Object],I don’t know,[object Object],Base: All agency respondents with a social media strategy (197),[object Object]
Below is a list of potential reasons to use social media as a marketing tool. Which three would you say are the most important objectives for your organisation?,[object Object],Total,[object Object],58%,[object Object],47%,[object Object],41%,[object Object],40%,[object Object],29%,[object Object],27%,[object Object],23%,[object Object],12%,[object Object],8%,[object Object],4%,[object Object],3%,[object Object],0%,[object Object],6%,[object Object],Base: All agency respondents (251),[object Object]
When planning your social media activity, do you consider how it will impact on SEO?,[object Object],Base: All agency respondents (251),[object Object]
In your experience, to what extent is social media effective in targeting these audiences?,[object Object],Media contacts,[object Object],Senior management,[object Object],Middle management,[object Object],External analysts,[object Object],C-suite execs,[object Object],NET:,[object Object],21%,[object Object],55%,[object Object],36%,[object Object],64%,[object Object],79%,[object Object],Base: Agency respondents who target: C-suite execs (107); senior management (184); middle management (158); media contacts (102); external analysts (50). Net score calculated by subtracting negative from positive scores,[object Object]
Do you have a specific budget for social media?,[object Object],Base: All agency respondents (251),[object Object]
Budget vs. time allocated to social media,[object Object],Base: All agency respondents who responded to the question (216/233),[object Object]
As a percentage of total marketing spend, do you expect your spend on social media to increase or decrease over the next 12 months?,[object Object],Base: All agency respondents who knew whether their organisation had a specific budget (240),[object Object]
Do you expect the amount of time your organisation spends on social media to increase or decrease over the next 12 months?,[object Object],Decrease slightly; 0%,[object Object],Decrease significantly; 0%,[object Object],Base: All agency respondents who knew how much time they dedicated to social media (233),[object Object]
Which of the following social media techniques are you currently using?,[object Object],Company activity ,[object Object],on social networks,[object Object],Proprietary online community,[object Object],Company blog,[object Object],Online PR,[object Object],Base: All agency respondents (251),[object Object]
What’s the extent of your organisation’s presence on the following social networks?,[object Object],Industry specific community,[object Object],Base: All agency respondents whose organisations currently use social networks (238) ,[object Object]
In your opinion, which three social networks are most useful to your organisation at present and which three do you think will be most useful in 12 months time?,[object Object],Industry specific community,[object Object],I don’t know,[object Object],Base: All agency respondents whose organisations currently use social networks (238) ,[object Object]
On average, how many times a month does your organisation or designated individual/s representing your organisation tweet?,[object Object],50%,[object Object],Mean = 62,[object Object],Tweets per month,[object Object],Base: All agency respondents with a Twitter account (182). Excludes don’t knows ,[object Object]
On average, how many times a month does your organisation or designated individual/s representing your organisation blog per month?,[object Object],50%,[object Object],Mean = 8,[object Object],Blogs per month,[object Object],Base: All agency respondents with company blogs (157). Excludes don’t knows,[object Object]
On average, how many times a year does your organisation or designated individual/s representing your organisation post videos on its YouTube account,[object Object],50%,[object Object],Mean = 14,[object Object],YouTube videos per month,[object Object],Base: All agency respondents with YouTube accounts (114). Excludes don’t knows,[object Object]
Which social networks have you bought promotional services (such as advertising) from in the past 12 months?,[object Object],Industry specific community,[object Object],None,[object Object],Base: All agency respondents whose organisations currently use social networks (238) ,[object Object]
Below are some measurements of social media engagement. Please indicate how many people follow your organisation’s Twitter account,[object Object],Mean = 1550,[object Object],50%,[object Object],Twitter followers,[object Object],Base: All agency respondents with a company Twitter account (167). Excludes don’t knows ,[object Object]
Below are some measurements of social media engagement. Please indicate how many people subscribe to your company blog,[object Object],Mean = 922,[object Object],50%,[object Object],Blog subscribers,[object Object],Base: All agency respondents with a company blog (52). Excludes don’t knows ,[object Object]
Do you currently use social media to generate leads?,[object Object],Base: All agency respondents (251),[object Object]

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Benchmarking Social Media for Agencies

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