Research - Rival IQ [PDF]

Social Media Trends 2015 Primary Market Research February 2015

Digital Marketing Analytics with a Competitive Edge

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Research Highlights & Analysis


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About this Research Designed to gather social media trends as well as marketers’ experiences, benefits and challenges with social media and related marketing disciplines.  Online survey: In the field for six weeks, from mid December 2014 through January 31, 2015  452 valid responses from marketers  Over 50% of respondents director-level marketers or above  66% of respondents based in North America, but 49 countries represented

 Healthy split between B2C and B2B marketing  Two-thirds of respondents represent brands, versus one-third agencies  Majority of respondents work for organizations with 500 employees or less

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Covered in the Survey Can filter and compare responses by Enterprise versus SMB, Marketer Title, B2B versus B2C, Agency versus Brand, and Geography.  Marketing Challenges  Marketing Metrics

 Social Media Presence and Activity  Social Media Budget & Resources  Social Media Tools

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Key Findings

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1.

Content Marketing is the top challenge for marketers of all levels, organizational size and industry, followed by Staffing Issues.

2.

Conversion to Revenue and Social Media Engagement are the top metrics marketers are measuring and reporting.

3.

Majority of companies have a presence on 4 or more social media networks, but are active on only 2 or 3 channels.

4.

Facebook and Twitter are by far the most important social media networks for all marketers, with LinkedIn also vital for B2B marketers.

5.

Social media investment is increasing, from less than 10% for most in 2014 to 10 to 20% for a growing number in 2015.

6.

Google Analytics, Facebook Insights, and Twitter Analytics most used social media tools.


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Biggest Surprises  Facebook and Twitter remain the most business critical social channels, in spite of many newcomers and a lot of noise about other networks.  Marketers really struggle with building a content machine, and perhaps feeling understaffed and needing to be too many places appears to be part of the challenge.

 Marketing metrics are multiple and broad – no one marketing metric of success stands out.  Marketers are using a ton of different tools to try to help them do their jobs and all depend heavily on Google Analytics.

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Participant Background & Demographics


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About the Respondents: Company Type 452 Valid Responses across agency and brand 70%

Marketing Agency or Brand? 65%

60%

294

50% 40%

35%

30%

158 20% 10% 0% Agency

Brand

Source: Social Media Trends 2015 Research, Rival IQ

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About the Respondents: Company Size 80% of organizations have 500 employees and less (SME) 6% 3% 5%

30%

294 5%

Over 10,000 5,000 - 9,999 1,000 - 4,999 500 - 999

158

19%

100 - 499 10 - 99 Under 10

32%


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About the Respondents: Titles Senior-level respondents with over 50% director or above Executive (VP, CMO)

20%

Social Media Strategist or Manager

19%

294

Director or Senior Marketing Manager Marketing Manager

12%

Marketing Specialist

12%

Digital Marketing 158Manager

15%

9%

Marketing Coordinator / Intern

5%

Content Marketing Manager

4%

Brand Manager

2%

Editor / Writer

2% Source: Social Media Trends 2015 Research, Rival IQ

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About the Respondents: Regions Two-thirds from North America with 49 countries represented 2%2% 2% 4% Africa 6%

294 Latin & South America Middle East 9% Australia / NZ UK (includes Scotland)

158 66%

9%

Europe Asia (North, Central & South) North America


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About the Respondents: Target Market Healthy split between B2C and B2B Is Your Primary Target Market Consumers or Businesses?

Both B2C & B2B

38%

B2B

38%

158

B2C

24%


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Marketing Challenges & Metrics


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Content Marketing & Staffing are the Greatest Challenges for Marketers in 2015 What are your greatest marketing challenges for 2015? (pick the top 3) Content Marketing

42%

Understaffed or Staffing Issues

37%

Social Media

28%

Too Tactical - Not Strategic Enough

27%

158 IT / Tools Challenges

19%

Data Overload

17%

Lack of Executive Support or Sponsorship Other

13% 7%

Other includes: • Not enough time • Marketing ROI • Brand Management • Reporting • Lead Management • PR / Thought Leadership Source: Social Media Trends 2015 Research, Rival IQ

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Conversion to Revenue and Social Media Engagement Most Important Metrics What is the MOST important marketing metric your team measures and reports? (pick only one) Conversion to Revenue

20%

Social Media Engagement

20%

Conversion to Qualified Lead, Demo, Trial or Sign-up

13%

Qualified Leads

11%

Unique Visitors (New Users) to Website/Blog

9%

Campaign-specific Metrics

7%

New Leads (top of funnel)

5%

158

Social Media Audience

15

4%

Brand Equity, Recall

3%

Total Impressions / Reach

3%

Social Media Activity

3%

Cost Per Click (CPC)

1%

Other

1%


Other was: • No single most important metric • We don’t measure our marketing

Source: Social Media Trends 2015 Research, Rival IQ www.RivalIQ.com

Marketing metrics typically reported Weekly and Monthly but many not at all How often do you report these metrics? Don't report

Weekly

Monthly

Conversion to Revenue Social Media Engagement

37%

Quarterly 26%

21%

29%

33%

8%

37%

9%

Conversion to Qualified Lead, Demo, Trial or Sign-up

36%

25%

32%

7%

Number of Qualified Leads

35%

27%

31%

7%

Unique Visitors (New Users) to Website/Blog Campaign-specific Metrics

21% 25%

New Leads (top158 of funnel) Social Media Audience

28%

Social Media Activity Cost Per Click (CPC)

27%

35%

20%

11%

31% 36%

7%

40%

34%

23%

14% 29%

33% 51%

9%

34% 26%

16%

Brand Equity, Recall Total Impressions / Reach

43%

29%

11%

23%

15%

38%

8%

37%

9% 28%

6%

Source: Social Media Trends 2015 Research, Rival IQ 16


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Social Media Networks & Content


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Companies are present on many social media networks but active on only a few How many of those social networks are you actually active? (posting at least twice a week, building audience, etc.)

How many social networks does your organization have a presence on today? Social Network Presence

1

3% 13%

25%

2 to 3

47%

158

4 to 5

7 to 9

10 or more

Active Social Network

56% 33%

9% 3% 7% 4% Source: Social Media Trends 2015 Research, Rival IQ

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Facebook and Twitter are easily the most important social networks for marketers How Important are these social media networks? Critical - Our Top Channel Facebook

Very Important

36%

Twitter

7%

Instagram

7%

Google+

6%

Pinterest 4%

19% 14%

Tumblr 1%3% 7% Snapchat 0% 1%3%

24%

16%

21% 18%

4%

14% 38%

29%

30%

22%

46%

17%

13%

7%

13%

22%

20%

Not Important

10%

14%

31%

158

14% 21%

28% 26%

10%

17%

37%

21%

YouTube

Somewhat Important

26%

28%

LinkedIn

Iimportant

72% 83% Source: Social Media Trends 2015 Research, Rival IQ

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Critical Social Networks for B2B: LinkedIn and Twitter take the lead! How Important are these social media networks? (filtered by B2B marketers only) Critical - Our Top Channel Facebook

Very Important

21%

Iimportant

25%

Twitter

19%

33%

LinkedIn 6%

Instagram

5%

Google+

5%

14%

Pinterest 1%4%

13%

Tumblr 3%3%3%

9%

20%

Snapchat 1% 0% 1% 7%

3%

16%

58%

30%

18%

9%

9%

24%

158

23%

7% 3%

22%

28%

Not Important 11%

21%

35%

26% 8%

24%

36%

31%

YouTube

Somewhat Important

28% 64%


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Critical Social Networks for B2C: Facebook RULES all for consumer marketing How Important are these social media networks? (filtered by B2C marketers only) Critical - Our Top Channel Facebook

Iimportant

Somewhat Important

57%

Twitter

23%

21%

LinkedIn

6%

YouTube

6%

Instagram

5%

Google+ 4% Pinterest

Very Important

16%

Snapchat 0% 3%

23%

158

13%

25%

16%

18%

16% 27%

4%

16% 27% 31%

30%

18%

18%

13%

24%

21%

4% 3%

29%

28%

31%

9%

22%

26% 26%

7%

Tumblr 0%6%

40%

13%

Not Important

29% 67%

79% Source: Social Media Trends 2015 Research, Rival IQ

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Social media is increasingly seen as an integrated part of content marketing! Is your social media content integrated with your overall content marketing strategy? No 10%

158 Somewhat 37%

Yes 53%


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Social Media Resources


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Majority of companies are spending 1 to 4 hours per day on social media management How many hours a day does your team spend managing your social media program? Hours per day on social media management Less than 1 hour

24%

1 to 2 hours

28%

2 to 4 hours

26%

158 5 to 7 hours

12%

8 to 10 hours More than 10 hours a day


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Most companies have 1 – 3 people managing social media initiatives How many people are managing social media for your organization / division? Number of People Managing Social Media None

4%

1 person

46%

2 to 3

37%

4 to 5

7%

6 to 7

3% 158

8 to 15 Over 15 people Other

1% 2% 3%

Other was: • No single person – but several people do social media as part of their job Source: Social Media Trends 2015 Research, Rival IQ

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Companies are investing more in social media in 2015 over last year What percentage of your marketing budget went to social media in 2014?

What percentage of your marketing budget do you expect to spend on social media in 2015?

2014 Spend

2015 Expected spend 49%

Less than 10%

34% 17%

10 to 20%

24% 7%

21 to 30% 31 to 40% 41 to 50% More than 50% I don't know

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12%

158 4% 5% 3% 4% 5% 5% 15% 15%



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Google Analytics, Facebook Insights & Twitter Analytics are MUST HAVEs for marketers What tools do you use to help with social media content, analytics or publishing? (check all that apply) Top Tools (Received over 5%) Salesforce Marketing Cloud

5.2%

Other tools included:

Radian6

5.2%

• • • • • • • • • • • • • • •

Topsy HubSpot Simply Measured FollowerWonk SproutSocial Moz Analytics Buffer Survey Monkey Rival IQ *

Hootsuite

8.1% 9.7% 12.5% 14.1% 17.5%

158

20.4% 21.4% 24.3% 33.4%

Quintly Adobe Social LittleBird Sprnklr TrackMaven PostPlanner LocalResponse gShift Crowdable Pinterest Insights SocialBro YouTube Analytics Social Bakers NewsCred TweetDeck

• • • • • • • • • • • • •

BuzzSumo Sysomos Affinio Cyfe Act-On Iconosquare Oktopost Sysomos Netbase TrueSocialMetrics RavenTools LinkedIn Analytics We use no tools

44.6%

Twitter Analytics Facebook Insights Google Analytics

58.2% 62.7% 79.1%

* Rival IQ sponsored this research and its customers were invited to participate

Source: Social Media Trends 2015 Research, Rival IQ 27


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Thank You


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