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What is social media?Social media is a conversation online.

Look who’s talking: – your customers

 – your donors

 – your volunteers

 – your employees

 –

your investors – your critics

 – your fans

 – your competition....

 – anyone who has internet access and an opinion

Social media is changing ourworld

The power to define and control a brand is shifting from

corporations and institutions to individuals and communities

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e soc a me aconversationThe conversation is not:

 – controlled

 – organized

 – “on message”

The conversation is:

 –organic

 – complex

 – speaks in a human voice

Social media is not a strategy or a tactic –

it’s simply a channel.

• Social Media ofers a great opportunity or business toreconnect with people (ace!ook " twitter" Linked #n"

$outu!e"ficker"myspace etc%

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• Social media winds up enterin& a ma'ority of

the conversations a!out !usiness development

and marketin&.

• Social edia isn’t a!out the tools" its a!out how

the tools make it easier to facilitate

conversation.

• ) strate&ies for a captivatin& social media

conversation:

 – Listen" Surround" acilitate" *articipate" +n&a&e.

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Brands at Risk 

• #n view of the self,reported findin&s" nearly four

in five markers say they-re concerned a!out

their !rand !ein& at risk:

 – )/ say they-re aware their !rand is somewhat at

risk0and are takin& action.

 – 12/ a&ree their !rand is at risk" !ut haven-t taken

action.

 –

/ say their !rand is at risk" citin& ma'or concerns" !ut say they-re not sure how to take action.

• Less than one,3uarter (44.1/% say their !rand

is not at risk.

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Similarly" three,3uarters ()/% of marketers e5pect

their social6di&ital marketin& e5penditure to

increase over the ne5t year with 42/ pro'ectin&

increases of 4)/ or more.

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Other Key Findings

• ost marketers focus on creatin& a customi7ed !rand

e5perience for at least one channel: 8nly 9/

acknowled&e they don-t personali7e any channel.

• any marketers are limited in analytical competency:4/ stru&&le to tie analytics !ack to the campai&n

strate&y and 49/ have !asic analytical skills.

• ;;/ of marketers report friction !etween #T and

marketin& for a variety of reasons" includin&

implementation issues (41/%" !ud&et (1/%"

 prioriti7ation (1)/%" and marketin& tool selection

(12/%.

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About the data: 

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