> Are your peers using social media marketing techniques? > What specifically are they doing? > How are they performing against key success metrics? B2B Marketing’s latest benchmarking report, based on a survey of 274 client-side B2B marketers conducted by Circle Research, maps out the B2B social media landscape. In doing so it provides a definitive peer based point of comparison for marketers. Here we share highlights from agency respondents to the survey NOT included in the report. Highlights from the client-side view can be found here - The B2B Research Blog
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1. Benchmarking Agency Social Media Activity11th August
2011
2. Vital Statistics
This presentation enables marketing agencies to benchmark their
social media activity against those of their peers
3. Findings based on 251 interviews with B2B marketing agency
professionals conducted in June/July 2011 4. The survey was
conducted by B2B research specialists Circle Research on behalf of
B2B Marketing magazinewww.circle-research.com/blog
5. To what extent does your organisation have a social media
strategy?
Base: All agency respondents (251)
www.circle-research.com/blog
6. Which of the following did your organisation use to develop its
approach to social media?
Comparison of different
social media tools
Competitor research
Internal and agency brainstorming
Research into target
audience behaviour
Gut feel
Research into target
audience attitudes
Research to identify key
opinion formers
Other
I dont know
Base: All agency respondents with a social media strategy
(197)
www.circle-research.com/blog
7. 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?
Total
58%
47%
41%
40%
29%
27%
23%
12%
8%
4%
3%
0%
6%
Base: All agency respondents (251)
www.circle-research.com/blog
8. When planning your social media activity, do you consider how it
will impact on SEO?
Base: All agency respondents (251)
www.circle-research.com/blog
9. In your experience, to what extent is social media effective in
targeting these audiences?
Media contacts
Senior management
Middle management
External analysts
C-suite execs
NET:
21%
55%
36%
64%
79%
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
www.circle-research.com/blog
10. Do you have a specific budget for social media?
Base: All agency respondents (251)
www.circle-research.com/blog
11. Budget vs. time allocated to social media
Base: All agency respondents who responded to the question
(216/233)
www.circle-research.com/blog
12. As a percentage of total marketing spend, do you expect your
spend on social media to increase or decrease over the next 12
months?
Base: All agency respondents who knew whether their organisation
had a specific budget (240)
www.circle-research.com/blog
13. Do you expect the amount of time your organisation spends on
social media to increase or decrease over the next 12 months?
Decrease slightly; 0%
Decrease significantly; 0%
Base: All agency respondents who knew how much time they dedicated
to social media (233)
www.circle-research.com/blog
14. Which of the following social media techniques are you
currently using?
Company activity
on social networks
Proprietary online community
Company blog
Online PR
Base: All agency respondents (251)
www.circle-research.com/blog
15. Whats the extent of your organisations presence on the
following social networks?
Industry specific community
Base: All agency respondents whose organisations currently use
social networks (238)
www.circle-research.com/blog
16. 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?
Industry specific community
I dont know
Base: All agency respondents whose organisations currently use
social networks (238)
www.circle-research.com/blog
17. On average, how many times a month does your organisation or
designated individual/s representing your organisation tweet?
50%
Mean = 62
Tweets per month
Base: All agency respondents with a Twitter account (182). Excludes
dont knows
www.circle-research.com/blog
18. On average, how many times a month does your organisation or
designated individual/s representing your organisation blog per
month?
50%
Mean = 8
Blogs per month
Base: All agency respondents with company blogs (157). Excludes
dont knows
www.circle-research.com/blog
19. On average, how many times a year does your organisation or
designated individual/s representing your organisation post videos
on its YouTube account
50%
Mean = 14
YouTube videos per month
Base: All agency respondents with YouTube accounts (114). Excludes
dont knows
www.circle-research.com/blog
20. Which social networks have you bought promotional services
(such as advertising) from in the past 12 months?
Industry specific community
None
Base: All agency respondents whose organisations currently use
social networks (238)
www.circle-research.com/blog
21. Below are some measurements of social media engagement. Please
indicate how many people follow your organisations Twitter
account
Mean = 1550
50%
Twitter followers
Base: All agency respondents with a company Twitter account (167).
Excludes dont knows
www.circle-research.com/blog
22. Below are some measurements of social media engagement. Please
indicate how many people subscribe to your company blog
Mean = 922
50%
Blog subscribers
Base: All agency respondents with a company blog (52). Excludes
dont knows
www.circle-research.com/blog
23. Do you currently use social media to generate leads?
Base: All agency respondents (251)
www.circle-research.com/blog
