2. 2011 Social Media
Marketing Industry Report
Social Media Examiner surveyed
3300 businesses in 2011 about use of
social media for marketing.
3. Burning Questions about
Social Media Marketing
1. How much time does it take to make social
media marketing effective?
2. What are the benefits of social media
marketing, and return on investment?
3. What are the most commonly-used social
media web sites for marketing?
4. What are the social media sites business
owners want to learn more about?
5. Does it make sense to outsource social media
marketing?
4. Survey Results
- 90% say they see the value of social media
marketing.
- Measurement and integration are the top two
areas that marketers want to master.
- Social media marketing takes a lot of time.
(58% of marketers spend at least 6 hours per week.)
- 77% plan to increase use of video marketing
5. Top Benefits of
Social Media Marketing
1. 88% say #1 advantage of social media
marketing is business exposure.
2. 72% say social media marketing has
increased customer traffic.
3. 62% say social media marketing has
improved search rankings.
6. 4. 56% say social media marketing resulted in
new business partnerships.
5. 51% say social media marketing generated
qualified leads
6. 49% say social media marketing reduced
overall marketing expenses
7. 43% say social media marketing improved
sales.
7. Top Social Media Tools
1. Facebook 2. Twitter 3. Linked In 4. Blogs
9. #1: How do I measure the effect of social media
marketing on my business?
• How do I show a solid ROI for social media marketing in
terms of time and resources spent?
• What are the key metrics to follow for measuring ROI in
terms of engagement, sales, brand loyalty and customer
retention?
• What measurement tools are available that can track
results across multiple social media platforms and/or
businesses?
• How much is a Facebook friend or fan worth to my
business?
10. #2: How do I integrate and manage all of my
social media marketing activities?
• How do I best integrate my social media efforts into an
overall marketing plan?
• What are the best tools for managing all of our social
media accounts?
• What is the best formula for developing a social media
strategy and how can we empower employees to make it a
success?
• What is the most cost-effective way to integrate social
media into our business plan and strategy?
11. #3: What are the best ways to sell
with social media?
• How do we move from being social to making deals
without breaking the unwritten rules of the community?
• Can you really make money through social media or is it
primarily for building awareness and loyalty?
• How do I write messages that will generate more sales?
• Are there any established norms for how many social
media–generated leads it takes to yield a sale?
12. #4: How do I improve customer engagement
with social media?
• How do I build a raving fan base through social media?
• How do we get our social media followers to actively
engage with us online?
• What kind of content will keep followers coming back to
our social media sites?
• What are the best ways to keep our customers interested
and get them to refer our business to their friends?
13. #5: How do I master the use of specific social
media platforms?
• How do I write tweets that will result in more interactions
with my social network?
• I understand how Linked In can help me personally, but
how can it help my company?
• What techniques should I use to gain new followers for my
Facebook fan page and how do I convert those fans into
clients?
• What are the best ingredients for making a YouTube video
that might go viral?
14. #6: How do I effectively find my target
audience with social media?
• How can I best grab the attention of prospective
customers through social media?
• In an increasingly crowded space, how do we stand out—
without resorting to gimmicks that only provide short-term
gain?
• How can I gain clients and subscribers without seeming
pushy?
15. #7: What are the best practices in social
media marketing?
• What are the best practices when it comes to blending
personal and professional messaging through social media?
• How many channels of social media do successful social
media marketers use?
• What are the most effective techniques for marketing
through each of the main social media platforms?
• How do I make a message go viral?
16. #8: How do I use social media in
niche markets?
• How can non-profits cost-effectively use social media to
increase their exposure and raise funds for their mission?
• How do universities use social media marketing to attract
and retain students?
• How can artists and entertainers use social media to gain
new fans and sell their products?
• How do I use social media marketing to target
geographical audiences?
• How do we use Facebook and Twitter to market to
hospitals and physicians?
17. #9: What are the trends in social
media marketing?
• What will be the next major development in social media?
• What usage trends are occurring across various
demographics and industries?
• What's the best way to keep up with all the changes in
social media?
• Which social media channels will have longevity?
18. #10: How do I best use my time to maximize
my social media activities?
• What is the most effective amount of time needed for
social media networks?
• How do I keep up with the dialogue when I have a large
following and other work responsibilities?
• How often should I tweet or post to Facebook?
• What tools can I use to more effectively maximize the time
spent on social media?
19. Other Popular Questions
• How do I overcome resistance from managers and clients
about the value of social media?
• How do I get started using social media marketing?
• How can social media marketing be effectively targeted
toward B2B sales?
• How do I consistently create content that's compelling
and engaging?
• How do I select the right social media tool(s) for my
business?
20. Experience with
Social Media Marketing
- 51% have less than 1
year experience
- 39% have between
1 and 3 years experience
21. Time Commitment
- 58% spend at least 6 hours per week using
social media
- 34% spend 11 or more hours per week using
social media
- 15% spend more than 20 hours per week using
social media
22. Most Popular Social Media Sites
Used for Marketing
1. 92% use Facebook
2. 84% use Twitter
3. 72% use Linked In
4. 68% use blogs
5. 56% use Youtube
23. Future Use of
Social Media Marketing?
1. 92% say will increase use of Facebook
2. 77% say will increase use of Youtube
3. 75% say will increase use of blogs
4. 72% say will increase use of Twitter
24. New Social Media
Marketing Options
1. Google+
2. Pinterest
3. FourSquare
4. Groupon
25. Outsourcing Social
Media Marketing
* Number of businesses that outsource social
media marketing doubled in 2011 (now 28%).
- 17% outsource design and development
- 10% outsource content creation
- 10% outsource analytics
- 7% outsource monitoring
- 6% outsource research
- 6% outsource strategy
26. Meet the Maestros
Social Media Marketing in concert....
I hear a symphony!
MaestroSocialMedia.com
