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  • Download images State of Social Media Marketing
  • Download images State of Social Media Marketing
  • Download images State of Social Media Marketing
  • Download images State of Social Media Marketing
  • Download images State of Social Media Marketing

I
I I
Annual
Survey
Report
STATE OF SOCIAL
MEDIA MARKETING
Top Areas For Social Marketing Investment and
Biggest Social Marketing Challenges in 2012
To be included in the survey for next year’s report click here.
To be notified when next year’s report is available click here.
Sponsored by:
January 2012
LETTER
FROM
THE
AUTHOR
STATE OF SOCIAL MEDIA MARKETING
Hello, Fellow Marketers!
There is no question social marketing has become an integral part of the sales and marketing mix.
We have transcended the question of whether social marketing is worthy of an investment. Today’s
questions are more sophisticated, exploring scalable, proven ways to build social media presence and
engagement with our prospects and customers. The enthusiasm for the potential of social remains
strong, as many of us expect to improve our social media practices and link them to tangible business
esults in 2012.
This report contains the collective intelligence of more than 320 marketers from a wide variety of
industries and levels of social marketing experience. It
ings to you insights and benchmarks to
solidify your social marketing strategy, grow your social footprint and engage with your audiences fo
maximum return. You will learn how leaders allocate resources and discover the top social platforms
and social media management tools they use to make their jobs easier, more efficient and impactful.
You will also read about social marketing investment priorities and the practices companies will adopt
to ensure 2012 is the year of the social business.
You will notice some underlying themes in this report: Executives and senior managers are looking fo
traction in three key areas – ROI, integration of social with lead generation and sales and expansion
of social presence and reach. While social marketers feel they do not have the necessary resources to
execute initiatives successfully, they must meet the expectations of senior management who demand
to see tangible business value.
You will see clear maturity patterns, with companies experienced in social marketing moving beyond
growing social presence and reach. Their focus will shift to active social media management fo
increased lead generation and sales. You will see less-experienced marketers following their visionary
peers, adopting established practices as they move along the maturity continuum.
A few take-aways for those staring out: Less-experienced social marketers seem to want to get there
fast. They want to participate in the top platforms used by marketing leaders; they want to invest in
content generation that leads to higher engagement and sales; they want to measure the tangible
esults of their investment. With limited resources, budgets and experience, they likely won’t be able to
do it all. The strategies of following the trailblazers need to incorporate proven approaches to scaling
the social efforts. Rather than simply allocating people to social, newcomers need to plan for and invest
in social media management systems and technologies that will allow for scalable, measurable growth.
We could not be more excited about the potential 2012 holds for all of us. We look forward to
continuing the dialog with you next year. Expect to hear more from top marketers, strategists and
Awareness’ partners who are making a real difference in social marketing.
Enjoy this report and let us know what you think – we encourage you to share it within you
organization and with your peers – let’s
ing the collective conversation to a new level where we can
learn from each other and realize the promise and potential of engaging with the social customer.
Best wishes for a prosperous, healthy and social 2012,
Brian Zanghi
CEO of Awareness, Inc.
Join the conversation #AwarenessSMM
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Connect
Join
Blog
Sponsored by:
2
TABLE
OF
CONTENTS
STATE OF SOCIAL MEDIA MARKETING
Forward................................................................................4
Major Findings.....................................................................5
Corporate Investment in Social Marketing.......................... 8
Company Social Marketing Resources..............................
13
Biggest Social Marketing Challenges in 2012....................
15
Social Media Montioring and Management Practices........
18
Measuring Social ROI........................................................
22
Top Social Media Platforms................................................ 24
LinkedIn Participation.........................................................
30
Top Social Marketing Resources.......................................
32
Survey Participant Demographics.....................................
33
About Awareness, Inc........................................................
35
Sponsored by:
3
bởi admin lúc Mon, Apr 16 '18 11:38 AM

Tài liệu này tập hợp các báo cáo hằng năm về lĩnh vực marketing. Người đọc không những nâng cao trình độ đọc hiểu tài liệu tiếng Anh mà còn nắm bắt được tình hình kinh tế trong năm 2012.
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