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T AT E O F SO
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AL
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SO 0
CIA
L MED 201
IA SURVEY
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CMY

INCORPORATING THE ECONSULTANCY/BIGMOUTHMEDIA SOCIAL MEDIA SURVEY 2010

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I think social media

may be everything
An exclusive article by Andrew Girdwood
The heart of social media is about
building relationships. Relationships
are at the heart of absolutely everything
we do online. Social media is not about
building websites or widgets.
C
Social media isn’t even about marketing planners ticking a box
next to an RFP for a strategic display or search campaign and
ordering up a viral video.
Bother, I’m barely one paragraph into this introduction to our
social media and online PR research and I’ve used the word ‘viral’
already. It’s a loaded word and causes all sorts of trouble.
Let me be clear; if someone is trying to sell you a viral then
they’re trying to sell you a promise. Nothing is born viral. A witty
video has the potential to go viral - I would describe it as a viral

M
candidate - and social media is the “channel” that decides
whether or not the candidate reaches its potential or not.
Y

CM Social media is about people interacting online. Social media is

E STATE OF SOCI about people talking, sharing, making recommendations,

AL
MY

CY TH making observations, and about people going online to be

entertained. This is why social media can be so powerful but also
CMY
so difficult to treat as a marketing opportunity.
K

I think social media may be everything because it wraps

everything we do online. It should also therefore wrap around all
our online marketing activities. I’ve talked to a lot of brands
about social media and their marketing activities. There’s a
common debate held by many marketing departments that is
entirely flawed: you don’t decide whether you want to do social
media. Social media happens to you. The challenge brands face
is how they’re going to cope with this rapidly evolving new
world. How much money? How much time?

Venturing on to Twitter, for example, opens up a host of

customer relationship management issues. Not being on Twitter
leaves brands open to further cries of dissent - cries that might
sound out on blogs and start to rank on Google rather than
vanish quickly in Twitter’s archives alongside hundreds of
thousands of other tweets from that day.

Once engaged in social media, brands tend to face the challenge

of proving that their time is being spent wisely. This isn’t always
the case. Some progressive, and lucky, companies are able to
commit to the importance of social media - perhaps as part of a
CRM issue - without having to mutter darkly of acronyms like
“ROI” or “CTR”.

Andrew Girdwood
Media Innovations Director, bigmouthmedia

2
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TATE OF SOCI
E S AL
TH

1° Listening Research is really the key and the starting point

6
to find out who is talking about your brand and where they are.

°
This is done by using a number of listening tools and an added
layer of focus groups to gather attitudinal and anecdotal evidence.
These techniques identify the behaviour and output of your audience
and then allow you to meld and test your insights with them.

2° Strategy By reviewing and analysing learnings, a

coherent picture will start appear and allow you to create a useful
strategy. There will be some signposts to take note of. Perhaps you
have found customers who ask for help on Twitter, there may be
communities on facebook which have been set up or forums and
boards with ongoing conversations - and you may be lucky enough

of
to discover some great brand advocates who have influential blogs. 

3° Branded channel creation You may find your

social media
audiences clustered around a number of social media channels
which it uses and that it is influenced by some key players in social
media. Now is the time to invest in building branded channels and
this could mean a Facebook page or a blog hub.

4° Content & credibility The Listening and Strategy

C

An exclusive article by Eva Keogan

pieces will inform the tone and style of content which needs to be
M

Y
developed and this can be an exciting departure from the
directional messaging of pure play advertising.
CM

Making sense of this new 5° Community acquisition There are a number of

and dynamic environment
MY

CY
routes which assist in building a strong and engaged social media
CMY community. Financial investment in Facebook engagement can
By 2007 there were 6580 daily newspapers in the world (including accelerate the growth of a fan page and this has to be incentivised
1456 in the U.S.) selling 395 million copies a day (55 million in the
K

as people need a reason to get involved. Beneath this sits a strategic

U.S). That same year blog search engine Technorati was tracking
more than 112,000,000 blogs. The latest figures from Facebook lay
claim to 500 million active users, and 25 million are in the UK.
Added to these stunning figures is the fact that people are
watching 2 billion videos a day on YouTube and uploading
hundreds of thousands of videos daily. In fact, every minute, 24
hours of video are uploaded to YouTube. Twitter recently
published a post on its blog claiming it has 100 million users.
How can brands harness the potential of social media and make
sense of this vast array of information?  tracking tools to capture the results of your efforts.
framework of earned credibility which takes time. Social media
partnerships are a great entree into this.
6° Reputation and monetisation The long
term goals for a brand in social media are to gain insights and
understanding which are useful to the business process and strategy.
The need to maintain a robust and credible reputation and open
up new channels of revenue are very much part of the mix. The
next logical step is continue with the listening efforts and draw up
a reactive response strategy and then to add in measurement and

To begin with, this complex and varied collection of conversations
and discussions, which are sometimes referred to as the ‘virtual
watercooler’,  has people at the heart of them.
While there’s no rule book for social media, there are
some key steps which can help you formulate a strategy
and implementation plan.
Things change rapidly in social media and many of the barriers to
entry are dissolving. The uncomfortable feelings of fear and
paranoia at a corporate level have been replaced by openness and
transparency, even to the point that companies have changed their
language from the formal to the vernacular. There’s also a new
layer of skill required as social media becomes a stand alone
marketing discipline in which everyone is a stakeholder. This skill is
by definition a new wave of empathy which runs happily alongside
the traditional advertising-led directional messaging which has
dominated brand culture for so long and may soon eclipse it.

Eva Keogan
Head of Social Media, LBi

3
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Welcome to the Econsultancy

Social Media
Survey 2010
[ in conjunction with bigmouthmedia ]

CM

MY

CY

CMY

A lot has happened since we sponsored the very first Social Media and
Online PR report with Econsultancy in 2009. The channel’s emergence as
one of the most keenly discussed marketing mediums in business today
has continued apace, and as we launch the 2010 report we’re proud that it
is now fulfilling an important role helping businesses to track a complex,
rapidly changing and increasingly important promotional conduit.

24
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Social Media Survey 2010 continued

S T ATE O F SOCI
E AL
TH

M
Evidence of a maturing industry...
Y
Channel consolidation: winning channels, like Facebook and
CM Twitter, are emerging, with marketers beginning to focus
MY
their efforts on them while disregarding minority platforms

CY
Senior executive attention is high, with 41% of senior
management more interested in social media issues than
CMY
other marketing issues
K

High expectations and big plans, with 83% of companies

The overall report card reveals that while expecting further social media budget increases in the
clear evidence exists to show that the sector coming 12 months

is maturing, there is still some distance to ...but still a long way to go

go before commerce can claim to be
maximising the opportunities presented by
this increasingly profitable new channel.
Resourcing poor, with 29% of firms not dedicating any
employees to social media
Claims from 49% of companies that a lack of resources is
preventing progress
Some 42% of companies are still failing to measure ROI on
any of their social spend

These results confirm the bifurcated approach to the channel

that we have observed developing over the past 12 months.
While on one hand clients ready to wholeheartedly embrace
social media are demanding innovative, challenging and radical
strategies, other operations are requesting a more judicious,
pilot-led approach. At bigmouthmedia our expert team has
been able to deliver positive results from both approaches.

If you’d like to see a video presentation of the results, or an

exclusive infographic, then go to our website http://bit.ly/8ZV6k1

The report starts here, we hope you enjoy it

5
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Social Media Survey 2010 continued

more moremore
Given the levels of broad industry excitement that have surrounded social
media for the past 12 months, it will surprise no one to discover that the overall
picture surrounding the channel is one of ongoing growth and opportunity.

In line with a year in which social media has become one of the
hottest buzzwords in the world of marketing, some 73% of
companies say that they currently spend more resources on
social media than they did last year, with only 3% of businesses
C
Another key area for potential growth is in the planning and
implementation of international social media campaigns. While the
channel’s global nature would seem to lend itself to such
strategies, a massive 74% of companies report that they do not as

having decreased their spend since 2009. yet run them, indicating a key opportunity for the years ahead.
M

Y Yet despite across the board increases, our results show that
today’s spending on social media marketing represents just the tip
CM

of the iceberg. With only 18% of respondents currently

MY
categorising themselves as being heavily involved in the space, a
CY mammoth 83% of companies are expecting to increase their
CMY budget for the channel over the next 12 months.
K
Such optimistic figures reflect the increasing standing social media
enjoys amongst senior executives. Some 41% of companies claim
that their CxO community gives the channel high attention, with
only 21% believing it is given less attention than other marketing
issues.

How interested in social media is your organisation’s

most senior management (c-level executives)?

26
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Social Media Survey 2010 continued

E STATE O F S OCIA
TH L

Needs
better
to do

While the sector has matured over the course of the last 12 months,
there is still massive room for improvement. Broadly speaking
companies and their agencies remain self-critical about their social
media tactics, with most acknowledging that they need to improve
C
Limited outreach : Identifying and engaging key influencers
seems a particular sore spot. With less company news being
distributed using online press releases and traditional online media
relations, this seems likely to be a major growth area next year.

their approaches to the channel across the board.

M Dismal integration : Despite the proven benefits of
Y
Amidst broad acceptance that the majority of businesses remain running integrated, cross platform campaigns, a mere 7% of
some distance from maximising the potential benefits of the companies integrate their social media channel with their television
CM
channel, several key questions surrounding corporate social media advertising. Bearing in mind the ROI synergy upsides of TV-social
MY
tactics demand greater scrutiny: media integration this is a massive and pressing
opportunity for CMOs.
Missed opportunities : Some 19% of companies don’t
CY

use Facebook at all, while 71% of respondents do not use the

CMY

K platform for reacting to customer service issues and inquiries.

Unheeded feedback : There are still a number of brands

(46%) that don’t systematically listen to or monitor what is being
said about them in social media; 33% don’t share comments /
insights picked up from social media internally.

How well does your organisation cover the following

areas of social media & online PR?

7
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Social Media Survey 2010 continued

S T ATE O F SOCI
E AL
TH

Sitting on the

fence
The resourcing question Budget
While all indications suggest that business is rapidly This lack of commitment surfaces again in terms of budget, 61%
embracing social media there remains a dual approach, with of companies are spending a miniscule amount (nothing or less
than £5,000) on the channel. With so little being spent, it’s perhaps
C
some companies enthusiastically taking up the channel and
unsurprising that few place much emphasis on measurement,
M
investing while others seem content to sit on the fence and with 65% unable to quote a ROI for their social media spend.
Y
wait to see how the practice develops. This is underlined by
A question remains as to whether low spend is driving lack of
CM
results showing that while a surprisingly high 38% of
ROI or whether lack of ROI is in fact responsible for driving low
MY
companies have two or more employees dedicated to social spending levels. Until such issues over tracking and measurement
CY
media, the majority (62%) have one or none. are solved, they will remain a barrier to wholesale take up.
CMY

For how much of the money you spend on social media

do you have an ROI figure?

28
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m
Social Media Survey 2010 continued

S T ATE O F SOCI
E AL
TH

The word

Although the industry has yet to develop a universally accepted set of metrics measuring
C
the effectiveness of social media campaigns, some distinct trends are emerging. Marking
M

Y
a change from the 2009 survey, ‘hard’ measures (such as direct traffic to websites and sales)
appear to be gaining ground over softer measures (such as brand awareness, customer
CM

MY

CY
engagement and customer satisfaction).
CMY

Which are the most important metrics when assessing Change in importance of metrics used since 2009 survey
social media activity for your organisation?

9
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Social Media Survey 2010 continued

Who gets the blame?

While advocates of social media will be
delighted by research indicating that the
channel has awoken the interest of CxOs,
the evidence suggests that this enthusiasm
has not resulted in a change in corporate
cultures or loosened purse strings.
Indeed according to the 2010 survey results, the vast majority of
barriers to successfully engaging with the channel lie directly
within the responsibilities of senior executives.

C
With these results, most of which remain relatively unchanged
from 2009, the indications are that the frustrations involved in
M
creating a corporate culture that embraces the effective use of
Y
social media seem as difficult as ever to overcome. Until senior
CM executives address the resourcing and cultural issues responsible
MY
for creating these barriers, it seems probable that marketers will
struggle to maximise the opportunities presented by the
CY
channel’s development.
CMY

What are the biggest barriers preventing your organisation engaging in social media activity more effectively?

10
2
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ATE O F SOCI
E ST AL
TH

Sound
familiar? Value got from social media investment

Many thanks to all the companies and Difficult to measure as it's all part of the integrated approach
C
and does not work independent of other activity, although
agencies that completed the survey this we are able to look at referrals from them to our sites, but
that's the extent of the measure.
M

Y
year. There were a lot of juicy comments in We always put different urls/numbers or promo codes only
CM
for social media.
MY the free format fields and here are the
Vital and instant feedback from the end users, via Facebook
CY

most interesting, useful and controversial and Twitter, as well as click throughs to our website after a
CMY post on Facebook or Twitter.
K ones. The vast majority are from clients No hard figures other than increased blog traffic and
increased visitation/subscriptions to our social profiles, but
(anonymously, obviously) but we have included a we're building a loyal network of followers and fans who
we interact with regularly. We'll be able to leverage that
small number of agency quotes too. network for marketing initiatives down the road.

Really hard question. Social Media covers aspects of the

business we're not used to focusing on so heavily so new
metrics are being introduced. Therefore comparisons with
things such as direct mail/ppc are difficult and often put SM
in a bad light.

Gut instinct.

Traffic to sites, improved Google Page Rank, sales, delivery

against KPIs. More definitive outputs/outcomes are expected
in showing the value of social media activity than traditional
PR but that is because the sector is at an earlier stage of
evolution. Who really believes Advertising Value Equivalent
(AVE) or Opportunities To See (OTS) are accurate measures of
anything? But they're accepted as PR industry standards
because they've been around for a long time, and because
clients understand them in a way they don't always
understand social media outcomes.

Much of the benefit of social media is long-term and

cumulative it is not an exact comparison to measure the
value against other marketing activity.

11
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Sound familiar? continued

E STATE O F S OCIA
TH L

Reactions to paid-for buzz monitoring Use of social media insights

Y

Could do better. Still gaps. A weekly report goes out to relevant parties.
CM

MY
Difficulty to track sentiment and non English sites.
CY
CMY
It is more costly than one would expect, and requires a
significant investment in human analysis on top of the
K
automated monitoring and reporting.
Mediocre.
They vary greatly in quality.
Human interpretation and filtering is essential to obtain
any kind of actionable insight. Tools that claim to assess
sentiment are wholly unreliable for incisive comms/PR
online.
 
Only relevant if they have human analysis on top of data.
 
Honestly, it is shared more as a morale booster than
anything else. :(
 
It has raised top management awareness but also suspicion.
We are not getting the results others seem to get from Social
Media and lack top management buy-in to do things better.
 
Reviewed Customer Care policy and guidelines. Updated
all legal contracts with partners and distributors. Updated
all HR contracts. Used feedback for case studies. Used crisis
management of fallen brands as case studies.
 
Segmentation and consumer insights.
 
We have used them to make changes to the website that a
number of customers have suggested.
We often use comments and queries from social media sites
to improve our FAQ/support service and monitor customer
experience with our product.
We use any and all insights from our engagement with
social media to develop products, services and strategies.
We don't do everything people suggest or change
everything people moan about, but we try to listen to
everything and think about it.
We believe that our vertical isn't one which is easy to target
via social media due to the customer target (30+).
We've discovered that we have had success in the older
demographic (45+) from social media, which was a real
surprise, and how to use it to target older clients.

12
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Sound familiar? continued

Particular social media problems How do you think social media will
and challenges change over the next 12 months?

As a multinational company creating an appropriate balance Become increasingly monetised by advertising, and used
of local interest material with overall company aims. increasingly as a commercial channel. This could influence its
Encouraging local markets to be involved rather than setting perception by users and potentially reduce its effectiveness.
up their own initiatives which may not follow overall aims,  
best practice, branding or that simply wither and die because Become more important because everyone will be saying
they are set up by individuals and don't have the resource to it’s more important.
maintain on regular basis.
   
As many other brands, we need to identify the value of our
online influencers.
Bigger and bigger, foursq will die
  out and be replaced with something
As social media spans across so many disciplines it's become
the new area for inter departmental conflict and like the web we don't know about today.
years ago, internal customers think it's something you can
'knock up' in an afternoon & tag onto the end of a comms plan.
  I hope that there will be more guidance on the measurement
Controlling spurious and inaccurate comments posted to
social media and to the various blogs. of the value of social media. This is the main issue for us in
  terms of justifying additional spend we really don't know how
Getting over the fear of not being in control is an issue for much value social media is providing at the moment. 
C
some senior decision makers. There's only so many times you  
M can explain to senior people that you can't have total control Facebook inactivity.
over social media.  
Y I think Facebook will become more influential as it offers
  more features for more groups and types of people. Twitter
CM Issue with understanding that social media takes time and
is NOT a magic bullet. will become a tool primarily for customer service and media
MY announcements and will be regarded more and more as a bit
CY
of a fad, the next MySpace if you will. The importance of
Bloggers as opinion leaders will continue to rise.
CMY
The belief that social media is free,  
It will become increasingly personalised, meaning that
K
quick and easy. It is essentially users will only be exposed to products and services that
none of those things and creating they already know that they will prefer, self-limiting their
exposure to other products and services.
  a valid third space for brands takes  
It's going to move even more mobile with more people
talent, time and proper funding. uploading pictures and video and companies interacting
with customers in their stores.
 
Less hype, more focus on measurement and delivering a real
Keeping the conversation going with customers without a
return to the bottom line.
real 'conversation strategy' . Keeping users engaged and
 
communicating over time is a real skill. Tighter integration with purchase focussed functionality -
  i.e. embedded e-commerce.
Lack of strategy, how can we use social media to generate
 
more revenues. Lack of technology to measure its success, Further integration into search. Search engines becoming
lack of trained people. much cleverer in the ways it deals with social media links.
   
The thought that unless we do it brilliantly we shouldn’t be Users will be pissed off by tons of marketing bullshit being
doing it at all. Unfortunately no-one thinks they have the forced into social media by companies.
time to do it brilliantly.  
  It will get worse before it gets better.
Weak leadership is a problem; stronger executive leadership  
would drive changes in staff and responsibilities. Don't know!
 
Not all of our products/brands naturally fit in the social space.
 
Senior Managers form the various countries have different
points of view on social media and top management has
chosen a do-it-all approach that lacks real strategy.

13
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Help!
S TAT E O F S O C I A L
THE

If you need help (a little or a lot) on social media please do get in touch
Here are some of the most common services our clients We’d love to discuss what our social media and online PR service
retain us to deliver and implement: can do to help or improve your existing campaigns. For an
informal chat about the options, please contact our people:
Buzz monitoring and online brand / product tracking -
one off, weekly, or monthly. Using state of the art tools and Leanne Rinning
(always) manual intervention. Head of Online PR, bigmouthmedia UK
Social media audit - including share of voice, sentiment, leanne.rinning@bigmouthmedia.com
conversation analysis (in blogs, forums, Facebook, Twitter, 0131 561 2175
video), competitor analysis, key influencer identification, and @lalrinn
C
recommendations.
Strategy setting - including consultancy, over-arching social Leanne brings a dose of real-world savvy to your online PR, currently
M

media strategy and internationally. overseeing and executing online PR and social media campaigns for
Y
clients including Sky, Jumeirah, Nuffield Health, Philips, LV=, Molton
CM
Community set up, participation, content creation and Brown, RBS and Samsung. Before joining bigmouthmedia in 2008
management. Leanne served as a Senior Account Manager at a major public affairs
agency for 5 years.
MY

Blogger outreach - key influencer identification, prioritisation,

seeding, and ongoing outreach and relationship building.
CY

CMY

Online news distribution - including graphics and videos. Eva Keogan

Head of Social Media, LBi
K

Best practice consultancy and training - bespoke for your

needs. eva.keogan@LBi.com
0207 063 6233
Social media campaigns - creation, design, production,
@nixdminx
execution and media buy.
A recognised social media evangelist and corporate social media
Reasons to choose social media from bigmouthmedia / LBi:
expert, Eva Keogan works on clients including Starwood, Barrett
Homes and FSA. In addition to her background in social media and
Highly experienced - we work with over 50 clients in social media.
communications, she has also been running the successful blog 
Strength in numbers - 18-strong social media team. Nixdminx and is an active member and contributor of a number of
blogs and online publications.
Expert - highly experienced leaders in Eva Keogan and
Leanne Rinning.
or contact us at:
One stop shop - a special cross digital team (rare in the digital
agency world) enables realisation of synergies with other hello@bigmouthmedia.com
online service we run (SEO, PPC, affiliate, display, usability). Twitter: @bigmouthmedia
International scope - offices in 15 countries. www.bigmouthmedia.com

For the full report:

http://econsultancy.com/uk/reports/social-media-and-online-pr-report

don’t miss To see a video of the survey being presented and a survey infographic please visit:
http://www.bigmouthmedia.com/live/articles/social-media-survey-2010.asp

14
 page15.pdf 6/10/10 17:36:47
CMO
Concentrated survey best bits, summarised for the busy CMO or head of ecommerce.
THE QUESTION
Do you plan on spending
more money on social media
in the next 12 months?
How much of your marketing
budget are you spending on
social media?
C
Y
CM
How many people in your
company are devoted to
MY
social media?
CY
CMY
How much of your social
media spend have you got an
ROI for?
Are you using Facebook for
responding to customer service
posts and also promotions?
Have you integrated your TV
campaigns with Social media?
Do you use a tool, even a free
one, to regularly monitor what
is being said online about your
brand and product/service?
take outs
the survey’s best bits in 60 seconds by David Hardy
ANSWER OUR SURVEY SAYS...
We’ll start with an easy one.
Only worry if you answered no. Only 0.8%
of clients say that they will spend less
next year on social media.
E S T A T E O F S OCIA
H L
T
28% are spending nothing. The vast
majority of the rest are spending less than
£25,000.
38% of companies have 2 or more staff
dedicated to social media.
Only 6% of marketing departments have
got ROI for all their social media spend. 42%
have no ROI figure at all for social media.
71% of companies are not responding to
customer service issues and inquiries on
Facebook. 40% of marketing departments
are not using Facebook for product
promotion/marketing.
Only 7% of companies have integrated
their TV campaign with social media.
46% don’t use any buzz monitoring tool
(even free ones)
15
Marketing Director, bigmouthmedia
BEING PROVOCATIVE...
What is that as a % of your total marketing
spend? Pretty small I’d guess? Is this logical
when 22% of the average person’s online
time is spent on social media?
The kind of test and learn strategies
demanded for successful social media at
this stage in its lifecycle require sufficient
headcount resourcing. Look at the
comments on page 13. Additionally, good
social media people are already like gold
dust - don’t leave recruitment too late.
It’s a young, evolving marketing discipline. 
Don’t let lack of ROI stop you from testing
(and so spending). If you do, it might be
years before you catch up with your
competitors.
Are you mad? Lay aside twitter and forget
your highly expensive new iPhone app,
focus on Facebook, generally it’s far more
heavily used and so should be your priority
unless there is a good reason why not.
A massive synergy (i.e. revenue) upside
here. And if you do integrate, when do you
brief the social media agency? Is it a last
minute rush job so you only get a
mediocre result?
The verbatim survey comments clearly
show monitoring tools vary significantly in
quality. To be useful to you, a human filter
layer (within your social media team or
agency) is needed before the findings work
their way to you.
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M O U T H M E D
B I G I A
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W
W

O
W

C
M
M

CM

MY

CY

CMY

K 0845 130 0022 hello@bigmouthmedia.com @bigmouthmedia

S E O P P C A F F I L I A T E S D I S P L A Y S O C I A L M E D I A I N T E R N A T I O N A L

This booklet was lovingly made from scratch by Andrew Girdwood, Eva Keogan, Stephen Connor, Alba Sort, Iain Bruce and David Hardy. Thanks again to our friends Linus and Alyia at Econsultancy. Lots of coffee was consumed in the making of this guide.
This booklet (apart from the survey) is copyright of bigmouthmedia. We are very happy (and flattered, actually) for you to quote or reproduce the content as long as you source it to bigmouthmedia and you don’t reproduce it for any commercial purposes.