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Social Marketing Benchmark Report


Summary of Contents:

  • Chapter 1: Social Media Marketing Maturity, Challenges and Objectives (p.7-28)
    • Reaching the strategic phase of social marketing maturity a challenge
    • Challenges to social marketing effectiveness in 2010
    • Objectives focused on overcoming most frustrating challenges
    • Objectives for social marketing in 2011
    • Marketer insights on their changing expectations for social media marketing
  • Chapter 2: CMO Perspectives on the Monetization of Social Marketing for ROI (p.29-54)
    • Strategic social marketing priorities for CMOs in 2011
    • CMO confidence in social marketing ROI driving investment
    • CMO insights on making a business case for social marketing ROI
    • Social marketing programs about to reach an ROI turning point
    • Values that translate into the “return” in social marketing ROI
    • Costs that translate into the “investment” in social marketing ROI
  • Chapter 3: Monitoring How Social Media is Used and Measuring the Impact (p.55-74)
    • Marketers are measuring what matters in social marketing and beyond
    • Tools and solutions used to measure the impact of social marketing
    • Marketer insights on monitoring and measuring social media marketing
    • Consumers weigh in on who they are and how they use social media
  • Chapter 4: Budgeting for the Human Factor (p.75-102)
    • Where the social media marketing budget resides
    • Social marketing programs averaging 11% of the total marketing budget
    • Where the social marketing money goes
    • Online spending increasing more than decreasing – not so for offline tactics
    • Organizations continue to increase social marketing budgets - substantially
    • Marketer insights on the value of social marketing
  • Chapter 5: Top Tactics and Platforms for Effective Social Marketing (p.103-144)
    • Social media marketing – how are you doing it
    • When it comes to usage, “fast and easy” trumps tactical effectiveness
    • Tactical degree of difficulty
    • Tactical level of effectiveness
    • Marketer insights on extraordinary results achieved from tactics used
    • Regulating employee use of social media for marketing purposes
    • Social media platforms used for executing tactics
    • Changes in platforms used for marketing purposes
    • Marketer insights on platforms used to produce an extraordinary result
  • Chapter 6: Social Media Integration and the Impact on Inbound Marketing (p.145-164)
    • To what extent are marketers integrating social media?
    • The use of social media integration tactics to optimize traffic to landing pages
    • Social media and SEO – inbound marketing’s powerful pair
    • Social media marketers have strong opinions about inbound marketing
    • Marketer insights on inbound marketing strategy and tactics
  • Chapter 7: SCRM – Integrating Social Media Data to Extend the CRM Strategy (p.165-176)
    • Social CRM increasingly important to managing social customer relationships
    • Users measuring the customer impact of their SCRM solution
    • Marketer insights on business needs SCRM fulfills
  • Chapter 8: Social Marketing Success – Six Campaigns that Increased Sales (p.177-182)
    • Case Briefing: Social media giveaway campaign lifts sales 15%
    • Case Briefing: Reaching influencers via social networks and advertising
    • Case Briefing: Social media, videos and contest change brand perceptions
    • Case Briefing: Product launch campaign 'localizes' a brand on social media
    • Case Briefing: Integrated sms, social and email capitalizes on weather event
    • Case Briefing: Online forum brand building and giveaway offer gets 83% CTR
  • Chapter 9: Agency Perspectives on Their Clients’ Social Marketing Campaigns (p.183-192)
    • The promise of social marketing ROI driving client investment
    • Agencies expect 78% of clients to increase social spending up to 50%
    • Tactical effectiveness
    • Tactical integration
    • Social media platform usage
    • Agency insights on client campaign strategy and tactics
  • Appendix (p.193-209)