Social Media Marketing 2012

  • September 2012
  • -
  • Key Note Publications Ltd

Executive Summary

Social media marketing (SMM) has continued to gain importance among marketers in recent years, with many companies and brands using social networks to boost their reputation and connect with target audiences. While social media sites present a good base from which to drive brand development, concerns have been voiced by some businesses over the lack of measuring techniques and data analytics presented by social networks regarding paid-for advertisements placed on their sites. In May 2012, motor manufacturer GM revealed that it would be discontinuing its paid-for advertisements on Facebook, principally due to the lack of evidence presented by the social network to show how advertisements translated into revenue. It is likely, however, that social media measurement will become more sophisticated in the future, as social networks look to grow their businesses by attracting advertisers to their sites.
Another emerging trend has been the development of mobile marketing platforms for social media sites, with both Facebook and Twitter developing new mobile platforms for potential advertisers. This has been driven by the growing popularity of smartphones within the UK, with a report undertaken by Google and Ipsos suggesting that smartphone ownership was near to reaching the 50% mark in January 2012. Other mobile devices, such as tablet computers — owned by approximately 11% of the UK population, according to figures published by Ofcom — have also continued to gain in popularity, thus presenting further opportunities to marketers to advertise on mobile platforms.
Social enterprise solutions are also tipped to become more important in the future, reflected in the expansion of technology firms within this particular area; for example, Microsoft’s acquisition of office social network Yammer in June 2012. This trend has been driven by the rising number of people now opting to work remotely, as well as the increasing popularity of conversing via social networks. Social enterprise networks are a development of customer relationship management (CRM) tools, initially used by out-of-house sales representatives to collate data on possible sales leads and appointments. Such services have been developed to incorporate usage by other in-house teams, such as marketing and advertising departments, as well as to boost conversations and collaborative projects in-house.
Despite the increasing impetus now put on SMM by agencies, companies and brands alike, there is still much room for growth. The majority of marketing agencies depend on existing staff members to develop their own understanding of SMM, rather than employing a ‘digital native’ or out-of-house specialist social media firm. The lack of sophisticated social media measurement solutions for assessing the impact and potential revenue generation of a particular advertising campaign is likely to be the main reason behind this. However, figures from The Chartered Institute of Marketing (CIM) suggest that investment in expanding social media activities within marketing agencies is likely to increase over the next few years, with 32% of agencies expecting to invest in social media training, while a quarter (25%) are currently pursuing the recruitment of a ‘digital native’ in 2012.

Table Of Contents

Table of Contents

Foreword
Executive Summary
Introduction
BACKGROUND
DEFINITION
Strategic Overview
MARKET DYNAMICS AND SEGMENTATION
Market Sectors
Total Market Value and Growth
Use of the Internet
COMPETITIVE STRUCTURE
EDUCATING THE MARKET
Books
Conferences and Seminars
Awards
SOCIAL NETWORKING BUSINESS
MARKET FORECASTS
Social Media
BACKGROUND
THE SOCIAL MEDIA LANDSCAPE
Social Networking Sites
Niche Social Networks
Micro-Publication Networks
Aggregators
Blogging Sites
Bookmarking Sites
HOW TO ENGAGE WITH SOCIAL NETWORKS
WIDGETS, ADD-ONS, AFFILIATE ADS AND APPS
Blinkbox London/Instagram App
Starbucks App for Android
ITV Sport/Ladbrokes
Social Networking Tools for Enterprises
BACKGROUND
SOCIAL ENTERPRISE SOLUTIONS - COMPETITOR ANALYSIS
Jive Software
Oracle
Salesforce
SAP
SocialText
CONSUMER RESEARCH
SOCIAL NETWORKING TOOLS FOR MARKETERS
File Name/URL Shortening
Social Media Optimisation Tools
Social Marketing Tools
THE VALUE OF SOCIAL MARKETING
THE TIME FACTOR
Social Brands
INTRODUCTION
TOP BRANDS ENGAGED WITH SOCIAL MEDIA
By Sector
Social Networking Sites by Adoption Rates
WHAT MAKES A BRAND WORK ON SOCIAL MEDIA?
An International Perspective
MARKET DEVELOPMENTS
Use of Social Networking Sites by Region
The Power of Facebook
BUSINESS BEHAVIOUR
Europe
The US
Asia/Pacific
Latin America
Middle East/Africa
PEST Analysis
POLITICAL
Online Privacy: EU Amends Cookie Policy
UK Data Surveillance Laws Could Be Introduced
Plans for Superfast Broadband Network Continue to Be Rolled Out
ECONOMIC
The Value of Social Networks
SOCIAL
Google to Penalise for Over-Optimised SEO
The Social Olympics
TECHNOLOGICAL
The Next Big Thing: Smartphone Advertising Platforms
Industry Dynamics
INTRODUCTION
Jamie Armstrong, Social Media Manager, StormID
Laurence Bresh, Marketing Director, VisitBritain
Thomas Brown, Head of Insight, The Chartered Institute of Marketing
Jordan Stone, Senior Director, We Are Social
Erika Clegg, Founder, Spring
VIRTUAL ROUNDTABLE
With Which Social Networking Site Do You Think Marketing/Public Relations Companies Most Participate With for Business? Any Particular Reason Why?
What Are the Three Main Aims for Businesses/What Can Businesses Hope to Achieve by Engaging with Social Networking Sites?
Do You Integrate Your Company's Website with Social Networking Sites? If So, How?
How Do You Measure the Results/Success of Your Social Networking Efforts? What Are the Challenges Involved in Doing This?
What Percentage of Your Working Day/Marketing Activities Is Spent Interacting on Social Networking Sites?
Do You Believe That Participating in Social Networking Sites For Marketing Has A Clear/Direct Impact on Sales?
What Do You Believe Are the Main Strengths and Weaknesses in Using Social Media Marketing?
Do You Expect Social Media Marketing Activities to Increase/Decrease/Stay the Same Over the Next Months?
Company Profiles
INTRODUCTION
FACEBOOK INC
Company Structure
Profitability
Current and Future Developments
GOOGLE INC
Company Structure
Profitability
Current and Future Developments
LINKEDIN CORP
Company Structure
Profitability
Current and Future Developments
TWITTER
Company Structure
Profitability
Current and Future Developments
The Future
SOCIAL MEDIA MARKETING ACTIVITIES IN THE FUTURE
FUTURE TRENDS
Further Sources
Associations
Publications
General Sources
Government Publications
Other Sources
Key Note Sources
Key Note Ltd
Key Note Research
The Key Note Range of Reports

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