Conversion to Revenue and Social Media Engagement are the top metrics marketers are measuring ... 500 - 999. 100 - 499. 10 - 99. Under 10. Source: Social Media Trends 2015 Research, Rival IQ ... (top of funnel). Campaign-specific Metrics.
Social Media Trends 2015 Primary Market Research February 2015
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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
3
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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.
6
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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%
Source: Social Media Trends 2015 Research, Rival IQ
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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
Source: Social Media Trends 2015 Research, Rival IQ
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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%
Source: Social Media Trends 2015 Research, Rival IQ
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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
14
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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%
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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
18
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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
19
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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%
82% 91% Source: Social Media Trends 2015 Research, Rival IQ
20
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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
21
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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%
Source: Social Media Trends 2015 Research, Rival IQ
22
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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
7% 3% Source: Social Media Trends 2015 Research, Rival IQ
24
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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
26
12%
158 4% 5% 3% 4% 5% 5% 15% 15%
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Source: Social Media Trends 2015 Research, Rival IQ
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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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