SEMPO, the Search Engine marketing Professional Organization, issue every year a "State of Search" international survey on all things search marketing, from SEO to PPC to analytics and social media marketing. I extracted from the SEMPO Survey 2010 all the Social Media Marketing findings, and put together in this presentation that has been shown for the first time at the SAScon Conference 2010 (Search Analytics Social Media) in Manchester, UK (April 2010). For more search and social media marketing info and news visit the Global Search Interactive blog at http://www.globalsearchinteractive.net

1. social media marketing findings
from the SEMPO survey 2010
massimo burgio
SEMPO board of directors
www.sempo.org

2. findings
social media marketing
methodology

3. SEMPO survey 2010
methodology
1,472
respondents to the state of
search engine marketing
report 2010 promoted by
SEMPO and econsultancy
(527 advertisers + 944
service providers)

4. SEMPO survey 2010
methodology
68
participant countries
worldwide (38% US
respondents, 19% from
europe, 7% from asia)

5. SEMPO survey 2010
methodology
12 %
of brand-side respondents
are companies from B2B
marketing services, 10%
from the retail industry,
8% finance sector

6. SEMPO survey 2010
methodology
25 %
of brand respondents are
middle-big size companies
with 101-1000 employees,
20% are small companies
of 10-50 employees

7. SEMPO survey 2010
methodology
30 %
of respondents from the
service side are full service
marketing agencies, 21%
search marketing agencies,
4% social media agencies

8. SEMPO survey 2010
methodology
50 %
of respondents from the
service/agency side are
small organizations <10
employees, 20% are a little
bigger, 10-50 employees

9. findings
social media marketing
budget and spend

10. social media marketing
budget 2009
50 %
of companies invested less
than $25k for social media
in 2009

11. social media marketing
budget 2010
59 %
of companies will invest on
social media for 2010 more
than they did in 2009

12. social media marketing
budget 2010
86 %
of agencies expect their
clients to spend more on
social media marketing in
2010 than they did in 2009

13. social media marketing
budget 2010
60 %
of agencies expect to
invoice less than $100,000
for social media marketing
services in 2010

14. findings
social media marketing
agency vs. in-house

15. social media marketing
resources
62 %
of companies run their
social media marketing
efforts in-house, with
internal resources

16. social media marketing
outsourcing
63 %
of agencies declared that
the major reason for their
clients to outsource social
media marketing programs
is for lacks of in-house skills
(58% because SMM is too
time-consuming)

17. social media marketing
agency fees
35 %
of companies remunerated
their social media mktg
providers with a flat agency
fee (27% adopted a time /
material compensation)

18. social media marketing
agency fees
33 %
of search mktg services get
remunerated with time and
material compensation
(32% adopted a fee per
click model)

19. findings
social media marketing
goals and metrics

20. social media marketing
goals
51
of companies aims to
%
increase brand awareness
and enhance reputation
through social media (33%
aims at driving traffic and
generating leads)

21. social media marketing
goals
57 %
of agencies aims to increase
brand awareness and
enhance reputation for their
clients through social media
mktg (26% aims at driving
traffic and generating leads)

22. social media marketing
metrics
62 %
of companies evaluated
social media mktg success in
terms of brand awareness
(10% ROI 59% customer
engagement)

23. social media marketing
metrics
68 %
of agencies measured social
media mktg success for
their clients in terms of
brand awareness (60%
customer engagement, 21%
number of sales/leads)

24. findings
social media marketing
challenges

25. social media marketing
challenges
63 %
of companies struggled in
measuring the ROI of their
social media mktg efforts
(37% in integrating with
other online/offline mktg,
25% in getting budget,
11% in hiring and retaining
talented resources)

26. social media marketing
challenges
58 %
of agencies declared that
their clients struggled in
measuring the ROI of their
social media marketing
efforts (18% in determining
wether to run social media
marketing in-house or to
outsource it)

27. findings
social media marketing
search integration

28. social media marketing
integration
49 %
of companies treat social
media and search engine
marketing separately (33%
integrates search + social
media mktg efforts)

29. social media marketing
integration
35 %
of B2B companies integrate
social media and search
engine marketing programs
(the level of integration is
30% for B2C companies)

30. social media marketing
integration
48 %
of agencies integrate social
media and search engine
marketing services (39%
treats search and social
media mktg separately)

31. social media marketing
impact on search
42 %
of companies stated that the
rise of social media had a
moderate impact on their
search engine marketing
programs (10% reported a
huge impact)

32. social media marketing
impact on search
34 %
of small to medium size
companies reported a huge
impact of social media
marketing in their
marketing programs (19%
for large size companies)

33. social media marketing
impact on search
56 %
of agencies reported a
moderate impact of social
media marketing in their
clients’ search marketing
programs (18% reported a
huge impact)

34. findings
social media marketing
target networks

35. social media marketing
target networks
74
of companies adopted
%
Facebook as primary social
media network to promote
their brand (73% prefer
Twitter)

36. social media marketing
target networks
87
of agencies adopted
%
Facebook as primary social
media network to promote
their clients (80% prefer
Twitter)

37. social media marketing
target networks
83 %
of companies used Facebook
as a primary social media
network to promote their
brand (68% focused on
Digg, Twitter is not
reported) – as from SEMPO
Survey 2009

38. findings
social media marketing
new tech trends

39. social media marketing
new tech trends
46 %
of companies described as
significant the impact of
behavioral targeting on
search marketing (31%
described as highly
significant the impact of
personalization of search
results

40. social media marketing
new tech trends
48 %
of agencies described as
significant the impact of
video search on search mktg
(38% described as highly
significant the rise of local
search)

41. more insight?
search engine strategies budgeting search engine optimization
paid search conversion rates web analytics change in media
spend social media marketing outsourcing technology trends

42. full survey!
get the
111 pages of industry data available online at
http://econsultancy.com/reports/state-of-search (€150)
FREE for SEMPO members! (another good reason to be a SEMPO member)
www.sempo.org/join

43. thank you!
massimo burgio
SEMPO board of directors
www.sempo.org