Social media: Benchmarking report

B2B Marketing, August 2011, Pages: 56

Since their appearance, social media networks have profoundly change the way that businesses communicate with their customers. The B2B landscape is no exception and B2B marketers have gradually opened up to the integration of social media in their companies’ policy and strategy. However, this process is still at an early stage: approaching social media is time-consuming and requires a specific grounding that not all B2B organisations have at present.

This social media benchmarking report is designed to explore the current use of social media among B2B organisations. It provides in-depth data and analysis on current trends and deployed B2B social media activities and it draws a detailed portrait of the ways B2B brands plan their budget and resource management and define the social media tools and techniques to adopt.

This Benchmarking Report is designed to provide the most definitive picture yet of B2B marketers’ attitudes to social media. It offers insights into B2B social media activities already deployed, highlighting the processes B2B companies currently adopt to define budget and resource allocation in this channel and the tools and technique they choose to enact. It also offers an overview on how B2B companies deal with measurements, marketing spends and ROI demonstrations when it comes to social media. The Social Media Benchmarking Report was produced in association with Circle Research.

This research will help you:

- Benchmark your current social media activity – enable comparison with other B2B marketers and brands on activity, spend and ROI.

- Qualify your own results – determine whether you are maximising the potential of your activity or spend.

- Evaluate and optimise your social media tools and techniques – define criteria and usage strategies and understand effectiveness.

- Optimise your future spending plans – enable the right social media strategy to be utilised and delivered going forward.

- Rationalise your activities - enable the right social media strategy to be utilised and delivered going forward.

- Enhance your measurement tools and strategies

This guide is suitable for marketing directors, heads of marketing, marketing managers, marketing executives, head of social media and anyone involved in the process of defining – or re-defining social media strategies.

About the respondents

Size of respondent companies
Business activity of respondents
Roles of respondents
Personal understanding and engagement with social media

Personal understanding of social media techniques
Social media training
Personal involvement with social media marketing activity
Current social media activity

Current usage of social media as part of marketing activity
Management of social media activity
Integration of social media
Social media strategies
Social media strategy development
Objectives for social media
SEO and social media convergence
Audiences or customer focus
Key challenges
Budgeting and resource allocation

Specific budget allocation for social media
Proportion of budget allocated to social media
Expectations for change in social media budget allocation
Time and resource allocation to social media
Expected change in marketing time and resource allocation
Use of external resources
Social media tools and techniques

Types of social media techniques currently in use
Usage of different social networks
Usefulness of different social networks
Frequency of social media engagement
Effectiveness of specific social media channels
Use of commercial services from social networks
Effectiveness and measurement

Comparison of social media effectiveness against other channels
Effectiveness of social media for specific marketing objectives
Ability to demonstrate ROI
Use of social media for lead generation
Use of technology to track social media activity
Social media monitoring technology

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