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1、,Copyright 2010,Michael A.Stelzner,2010 SOCIAL MEDIA,MARKETING,INDUSTRY REPORT,How Marketers Are Using,Social Media to Grow,Their Businesses,APRIL 2010,BY MICHAEL A.STELZNER,Sponsored by,Page 2 of 33,2010 Social Media MarketingIndustry Report,SocialMediaE 2010 Michael A.Stelzner,Letter from the auth
2、orHello,fellow marketer;Social media is hot.And for businesses it represents a marketing opportunity thattranscends the traditional middleman and connects companies directly with customers.This is why nearly every business on the planetfrom giants like Starbucks and IBM tothe local ice cream shopare
3、 exploring social media marketing initiatives.A year ago,businesses were uncertain about social media.Now its here to stay andcompanies are rapidly adopting social media marketing.Much like email and websitesfirst empowered businesses,social media is the next marketing wave.If youre in charge of mar
4、keting your business,youll want to closely examine thefollowing pages.My team turned over every rock,looking for the not so obviousfindings among this content-rich data.We set out to uncover the who,what,where,when and why of social media marketing with this report.Nearly 1900 of your peersprovided
5、the kind of insight you wont find elsewhere.If youre still unsure about social media marketing,I hope that these findings will helppush you over the edge.If youre already on board,examine what your peers are doing(and use this study to persuade others).I hope you enjoy the report!If you find value h
6、ere,please let your peers know aboutthis report.You can find the original page for the report here:http:/my best!Michael A.StelznerFounder,SocialMediaEJoin the discussion on Facebook at http:/Statement:All content 2010 by Michael A.Stelzner-Copyright holder is licensingthis under the Creative Common
7、s License,Attribution-Noncommercial-No Derivative Works 3.0Unported,http:/creativecommons.org/licenses/by-nc-nd/3.0/.(This means you can post thisdocument on your site and share it freely with your friends,but not resell it or use as an incentivefor action.),Page 3 of 33,2010 Social Media MarketingI
8、ndustry Report,SocialMediaE 2010 Michael A.Stelzner,Table of contentsEXECUTIVE SUMMARY.4MAJOR FINDINGS.5TOP 10 SOCIAL MEDIA QUESTIONS MARKETERS WANT ANSWERED.6THE USE OF SOCIAL MEDIA MARKETING.11TIME COMMITMENT FOR SOCIAL MEDIA MARKETING.12THE BENEFITS OF SOCIAL MEDIA MARKETING.15COMMONLY USED SOCIA
9、L MEDIA TOOLS.20HOW WILL MARKETERS CHANGE THEIR SOCIAL MEDIA ACTIVITIES IN THE FUTURE?.23SOCIAL MEDIA TOOLS PEOPLE WANT TO LEARN MORE ABOUT.27SOCIAL MEDIA OUTSOURCING.29MOBILE SMARTPHONE MARKETING.30SURVEY PARTICIPANT DEMOGRAPHICS.31ABOUT MICHAEL A.STELZNER.33,Page 4 of 33,2010 Social Media Marketin
10、gIndustry Report,SocialMediaE 2010 Michael A.Stelzner,Executive summaryThis study set out to understand how marketers are using social media to grow andpromote their businesses.On the following pages you will discover:,The top 10 social media questions marketers want answered:We analyzednearly 1356
11、open-ended responses and summarized all the major questions thatmarketing pros want answered.The time commitment:We examined the weekly hours marketers invest in theirsocial media efforts.This analysis will be helpful for marketers just gettingstarted or seeking support staff.The benefits of social
12、media marketing:This rather beefy section reveals allthe major advantages marketers are achieving with their social media efforts.Wealso look at how time invested and experience enhances the benefits.Commonly used social media tools:Wondering which social media toolsmarketers are using the most?Thos
13、e questions are answered,along with anexamination of which tools experienced folks are using.Social media tools people want to learn more about:In this section,weexamine the up-and-coming tools that marketers are most interested in learningabout.Other analysis:We also examine social media outsourcin
14、g and smartphone,marketing.In addition,we take a look at how B2B(business to business)companies vary from B2C(business to consumer)companies and whether thesize of a business has any bearing on results.We also highlight significantchanges since our 2009 study.How to use this report:Regardless of you
15、r experience with social media marketing,theres something here for you.If youre a beginner,take a look at the timecommitment,benefits and tools that your peers are using.If youve been at this for a while,compare yourself against other marketers,see whattools theyre looking at next and see whether yo
16、ure achieving the same benefits as yourmore experienced brethren.If youre a social media guru,theres tons of material here to help you develop lots ofhow-to products.Youll want to pay close attention to the top 10 questions section.,Page 5 of 33,2010 Social Media MarketingIndustry Report,SocialMedia
17、E 2010 Michael A.Stelzner,Major findingsHeres a quick summary of our primary findings:,Top three questions marketers want answered:(1)How do I measure socialmedia return on investment?(2)What are the social media best practices?and(3)How do I best manage my time with social media?Marketers are mostl
18、y new to social media:A significant 65%of marketerssurveyed have only been involved with social media marketing for a few monthsor less.How much time does this take?The majority of marketers(56%)are usingsocial media for 6 hours or more each week,and nearly one in three invest 11 ormore hours weekly
19、.The top benefits of social media marketing:The number-one advantage ofsocial media marketing(by a long shot)is generating exposure for the business,indicated by 85%of all marketers,followed by increasing traffic(63%)andbuilding new business partnerships(56%).The top social media tools:Twitter,Faceb
20、ook,LinkedIn and blogs were the topfour social media tools used by marketers,in order.Blogging on the rise and MySpace shrinking:A significant 81%of marketersplan on increasing their use of blogs,while 72%have no plans to use MySpaceand 9%will actually decrease their use of MySpace.Social media tool
21、s marketers most want to learn about:Social bookmarking,Twitter and Facebook were the networks and tools marketers most want to learnmore about.Social media outsourcing underemployed:Only 14%of businesses are,outsourcing any aspect of their social mediamarketing.The above summary is merely a taste o
22、f whats in this report.On the following pages youll find nearly 50 charts thatvisually convey some of the fascinating findings of thisreport.For example,we look at which tools are used bythose who invest the most time in social media marketingand the benefits achieved by those whove been at this for
23、 years.,Page 6 of 33,2010 Social Media MarketingIndustry Report,SocialMediaE 2010 Michael A.Stelzner,Top 10 social media questions marketerswant answeredWe simply asked,What question about marketing with social media do you most wantanswered?A significant 1356 people provided their open-ended respon
24、ses.Weclustered them into groups and ranked them below.1 These are the top questionsmarketing professionals want answered regarding social media marketing:#1:How do I measure social media return on investment?The number-one question marketers most want answered is how to track to socialmedia return
25、on investment.A sampling of some of those questions include:,How can I tell a convincing story to management about the return on investmentfor social media marketing?What are the key metrics to follow for measuring return on investment in termsof customer satisfaction,revenues and brand loyalty?How
26、effective is social media versus the resources needed to maintain the effort?Are there any industry benchmarks that track the impact of social media,marketing?#2:What are the social media marketing best practices?The next biggest question on peoples minds can be summarized as,What works?Asampling of
27、 questions in this category include:,How can I make sure my message is noticed and not buried in all the othernoise?How many social media channels do successful social media marketers use?What are the marketing DOs and DONTs for Twitter,Facebook and LinkedIn?What is the most effective way to drive b
28、usiness without spamming?How do I make a message go viral?,1,Please note that this question was designed to reveal the single most pressing concern people,want answered.Because only a single answer was allowed,all of these marketing questions arecritical and may represent issues that different busin
29、esses face as they grapple with social mediamarketing programs.In each case,between 47 and 288 different people asked one of these topten questions.,Page 7 of 33,2010 Social Media MarketingIndustry Report,SocialMediaE 2010 Michael A.Stelzner,#3:How do I best manage my time with social media?Many mar
30、keters recognize the enormous amount of time social media can consume.How to manage the time sink is a common concern.,How much daily time do successful marketers spend on social media marketing?How do I overcome the objections of those who say they dont have time forsocial media marketing?How does
31、an organization avoid becoming overwhelmed by the demands of,social media?#4:How do I reach my target markets with social media?Its no surprise that marketers want to know how to narrow their social media efforts toan audience that matches their desired demographics.Here are a few related questions:
32、,How do universities use social media marketing to attract and retain students?How do I use social media marketing to target geographic audiences?How does social media marketing help brick-and-mortar retail stores?How do I best use social media marketing to target small niche markets?How can nonprof
33、its use social media to build awareness and raise funds for their,missions?#5:How do I generate traffic and leads using social media?Marketers want to understand how to drive traffic with social media and convertingsocial media activities into sales leads.Here are a few sample questions from thisclu
34、ster group:,How do I obtain qualified subscribers to our blog,newsletter and/or Twitterfeed?How do I reach a large audience,outside of my current contacts,and get them torespond?How do I drive more traffic to our website using social media marketing?,Page 8 of 33,2010 Social Media MarketingIndustry
35、Report,SocialMediaE 2010 Michael A.Stelzner,#6:How do I implement social media tactics?Many marketers are seeking step-by-step social media guidance and tactical advice.Here are some sample questions:,Can you provide a comprehensive guide for how to use all the tools?How do I fully integrate mobile?
36、How do I enhance our Facebook fan page?How do I put those handy social media icons at the bottom of my blog post?,#7:What are the latest social media trends?It seems marketers are looking for a crystal ball regarding the future of social media.Below are some questions asked by marketers:,What can we
37、 expect in the next three years?Will social media converge or willthere be more divergence?Is social media here to stay or is it just a fad?How do I stay current with all the changes?Whats the next big thing in social media marketing?,#8:How do I get started?How to get started is still a major quest
38、ion in the minds of many marketers.,What are the steps to building a strong social media platform for my business?How do I get it all set up if Im not very tech-savvy?Is there a way to dabble with a blog without committing to one?What are the dos and donts when Im first getting started?,#9:How do I
39、integrate my social media activities?Can social media and traditional media work together?Is there a way to manage all thesocial media campaigns in one central location?These are the types of questionsmarketers are seeking answers to in this category.Here are a few more:,How do I tie all the applica
40、tions together to get the best results?How do I best keep my social media efforts organized and linked?What are the best tools to use to coordinate social media efforts while still beingtrue to the social norms of each platform?Is there a program or system for pulling all these technologies into one
41、 platform?,Page 9 of 33,2010 Social Media MarketingIndustry Report,SocialMediaE 2010 Michael A.Stelzner,#10:How do I evaluate the advantages and disadvantages of each platform?Given the choices available,marketers are looking for guidance before investing inspecific social media networks.,How do I e
42、valuate which site will be most effective when marketing my business?How do I assess the value of the latest tools(social bookmarking,StumbleUpon,or whatever)and learn to use and integrate them with my existing strategies?What is Twitter and why should I use it?What are the social norms for using Fa
43、cebook for marketing?,5 Bonus Questions:Here are a few more questions that didnt make our top 10 list.Each of these questions was asked by between 28 and 43 different people.,How do I make money using social media sites?How do I develop a cohesive marketing strategy that includes social media?How do
44、 I convert my social media contacts into customers or clients?How do I use social media marketing in business-to-business marketing efforts?How do I overcome objections to using social media from management and,customers?CHANGES SINCE LAST YEARS STUDY:The number-one question marketers had in our2009
45、 study was related to tactics,followed by return on investment.Now tactics havemoved down considerably and the return on investment question has moved up.Thequestion of whether social media works has dropped off the charts completely.Most ofthe questions marketers wanted answered in 2009 remain the
46、same in 2010.SUMMARY:One in three marketers indicated measuring results and identifying the bestpractices were their top questions when marketing with social media.As you can see byexamining the above list,marketers have asked some excellent questions.Theremainder of this report will attempt to answ
47、er some of those questions,including themost commonly used social media tools,those that are on the growth path,the timecommitment,and how social media marketing benefits businesses that have been doingthis for a while.,Page 11 of 33,2010 Social Media MarketingIndustry Report,SocialMediaE 2010 Micha
48、el A.Stelzner,The use of social media marketingWe asked two questions to determine the survey participants experience using socialmedia to market their businesses.Use of social media marketingWe began by simply asking marketers if theyuse social media to market their businesses.The overwhelming majo
49、rity(91%)indicatedthey were employing social media formarketing purposes.Small businesses were slightly more likely tobe using social media.Experience with social media marketingWhen asked to rate their experience usingsocial media marketing,a significant 65%ofmarketers have either just started or h
50、avebeen using social media for only a fewmonths.More B2B companies have been using socialmedia longer(79.5%reported months ormore)than their B2C counterparts(68.7%indicated months or longer).In 2009,only 23%of marketers were usingsocial media for years.Now that number hasgrown to 31%.,Page 12 of 33,
