As the year winds down we round up.
How did we use social media in 2014? What did we post? When? How often? And on which platforms?
This presentations uses the newest data and reports to answer these questions and more like them.
Inform your next year's social media strategy by ensuring you're informed about this one!
2. A significant 92% of marketers said that social media
was important to their business.
This was an increase from 86% in 2013, where only
49% strongly agreed and 37% agreed.
Strongly Agree
Agree
Uncertain
Disagree
29%63%
Was social media important for our
businesses in 2014?
7%
1%
3. Only 37% agreed they were able to measure their
social activities. However, this was an improvement
on 2013, where only 26% of respondents indicated
they could accurately measure their ROI.
Strongly Agree
Agree
Uncertain
Disagree
Strongly Disagree
30%
35%
Were we able to measure the ROI of our
social activities in 2014?
7%
6%
22%
4. Was our Facebook marketing effective in
2014?
34%
37%
9%
16%
The majority of marketers indicated that their
Facebook marketing efforts are not working, though
the number of marketers for whom Facebook
marketing is working increased by 6% in 2014.
B2C marketers are far more likely to agree or
strongly agree (50%) than their B2B peers (34%)
Strongly Agree
Agree
Uncertain
Disagree
Strongly Disagree
5%
5. source: http://get.simplymeasured.com
How big did Facebook become in 2014?
connect with facebook
Facebook’s monthly active users equals the population of the 3rd,
4th, 5th, 6th, 7th, 8th, and 9th largest population countries in the
world combined.
1.35 billion
monthly active users
1.12 billion
active mobile users
864 million
daily active users
6. ● 65% of top brands post an average of
five times per week or more
● Only four brands averaged less than
one post per week
● 44% of Interbrand companies post 5-
10 times per week on Facebook
● Only five brands post more than 30
times per week
● MTV is the most frequent poster, and
averaged 150 posts per week in Q3 of
2014 (the creator of this Slideshare
thinks that is bat$#!T insane)
How often did the top 100 brands post on
Facebook in 2014?
14
12
10
8
6
4
2
0
<3 <5 <7 <9 <11 <13 <15 <17 <19 <21 <23 <25 <27 <29 >30
NumberofBrands
Average # of Posts/Week
7. ● Photos account for 62% of all brand
posts, and 77% of all engagement.
● In Q2 2013, photos accounted for
75% of all brand posts, and 95% of all
engagement, but brands have
stopped relying as heavily on visual
content.
● Since Q2 2013, the use of links has
grown from 13% to 27% of all brand
posts, and from 1% to 16% of total
brand post engagement
What did the top 100 brands post on
Facebook in 2014?
80%
70%
60%
50%
40%
30%
20%
10%
0%
ShareofInterbrand100Brands
Photos Links Videos Status
Share of Posts
Share of Engagement
8. ● Brand status updates tend to contain
between 75 and 175 characters
● 7% of brand status updates contain
more than 300 characters
What was the length of the top 100 brand’s
social posts in 2014?
0-25 25-50 50-75 75-100 100-125 125-150 150-175 175-200 200-225 225-250250-275 275-300 300+
SharefoPosts
Number of Characters
20%
18%
16%
14%
12%
10%
8%
6%
4%
2%
0%
9. Were our blogs optimized for mobile
readers in 2014?
28%
33%
15%
7%
17%
Strongly Agree
Agree
Uncertain
Disagree
Strongly Disagree
43% of marketers surveyed had a mobile-optimized
blog in 2014, up from 28% in 2013.
B2B marketers were more likely to have their blog
optimized (50%) when compared to B2C marketers
(38%)
10. How much time did marketers spend on
social in 2014?
64% of marketers used social media for 6 hours or
more and 37% used it for more than 11 hours per
week.
This was a slight increase over 2013, when 62%
reported 6 or more hours per week.
It’s interesting to note that nearly 19% of marketers
spend more than 20 hours per week on social media.
40%
35%
30%
25%
20%
15%
10%
5%
0%
Percentage
Weekly Hours
0Hours
1to5
11to15
6to10
21to2526to30
16to20
40+
36to40
31to35
11. Increased Exposure
Increased Traffic
Developed Fans
Marketplace Insight
Generated Leads
Improved Search Rankings
Grown Business Partnerships
Reduced Marketing Expenses
Improved Sales
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
92%
80%
72%
71%
66%
61%
58%
51%
50%
What were the benefits of social media
marketing in 2014?
Compared to 2013, marketers reported increased benefits across
all categories. The largest increases in 2014 were developing fans
(up 7%) followed by increased sales (up 7%)
12. Facebook
Twitter
LinkedIn
YouTube
Blogging
Google+
Pinterest
Instagram
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
83%
71%
57%
55%
54%
47%
28%
Which platforms were we on in 2014?
94%
What is noteworthy (though not shown on this graph) is that
Instagram blew up to over 300 million active users in 2014 and is,
increasingly, awesome for brands.
13. Facebook
68%
LinkedIn
33%
Facebook
31%
Blogging
11%
Twitter
16%
Facebook dominates in the B2C space (68% of marketers select it
as their number-one choice). However, for B2B marketers,
LinkedIn passes Facebook, while blogging plays a much larger
role.
Which sectors were on which social
platforms in 2014?
B2C B2B
Google+
3%
Every Other
Platform
22%
Twitter
10%
YouTube
3%
14. Not shown is the fact that B2C marketers are using Facebook Ads
more (94%) than B2B marketers (82%).
Facebook Ads
LinkedIn Ads
Twitter Ads
YouTube Ads
Promoted Blog Posts
Pinterest Ads
Instagram Ads
FourSquare Ads
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
20%
17%
11%
90%
10%
When we paid to promote on social, where’
d we go in 2014?
3%
2%
2%
16. An impressive 81% of marketers plan on increasing their use of
original written content.
81%
Increase
Stay the Same
Decrease
No Plans to Utilize
18%
1%1%
How do marketers plan on changing their
use of original content in 2014?
17. What kind of content do marketers want to
learn more about in 2015?
Producing Original
Videos
Writing original
content
Curating the Content
of others
Recording Original
Audio Content
0% 10% 20% 30% 40% 50% 60% 70%
60%
58%
53%
68%
Creating Original
Visual Assets
(infographics, etc)
37%
19. Wishpond
One Easy Tool
For All of Your Online Marketing Efforts
Check out blog.wishpond.com
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end-of-year
content
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