2017年社交媒体营销报告.pdf

THE STATE OFSOCIAL MARKETING2017 ANNUAL REPORTTHE STATE OF SOCIAL MARKETING 2Social media is still a relatively new marketing channel and continually evolves, with new networks, updates, and features. These constant developments challenge us to keep up with trends and use novel technology to capture the attention of audiences who are drawn to visually stimulating, thought-provoking, and easily digestible content.We are excited to share with you the results from our annual State of Social Marketing Survey, which was expanded this year to include the global marketing community. Responses were collected from marketers around the world, including the United States, the United Kingdom, Australia, Canada, China, Denmark, France, India, Ireland, Italy, Japan, Malaysia, Mexico, Netherlands, Saudi Arabia, Singapore, South Africa, Sweden, Turkey, United Arab Emirates, Venezuela, Vietnam, and more.This years report also provides insight from the varying perspectives of brands and agencies. In-house marketing teams experience unique challenges and are offered different opportunities from agency professionals working with numerous clients. We wanted this report to reflect both sides.Whether brand or agency, social media is a foundational marketing strategy andif properly tracked and analyzedhas the ability to impact the buyers journey at all stages in the funnel. However, marketers still find difficulty quantifying the impact of social media and are unsure of how to distribute resources to generate the most value from their social campaigns.With currently 2.8 billion social media users globally, expected to rise to almost 3 billion users by 2020, social medias influence has still not reached its peak.The purpose of this report is to serve as a resource for marketing professionals that use, or plan to use, social media in their marketing strategies. Simply Measured shares data from our studies and surveys, in addition to other sources, to identify how marketers can fully leverage the power of social media. Youll learn: How the biggest social networks are evolving Which key trends in the social marketing industry you need to pay attention to Where social marketers struggle and where they thrive Which platforms your audience uses the most, and for which purpose How to inform and modify your social marketing planA LETTER FROM THE AUTHORSLucy HitzHead of Marketing Comm.Head of Marketing Comm.Bryan BlackburnContent Marketing ManagerTHE STATE OF SOCIAL MARKETING 3TABLE OF CONTENTSLetter From the Authors 2Table of Contents 3Executive Summary 5Key Topics 5Key Findings 5Social Business 6State of Social Media Organization 7Social Medias Potential Impact 11The Challenges Social Marketers Face in 2017 14Conversations About Social ROI 16The State of Industry Practices 17Areas of Focus in 2017 17Marketers Struggle to Fund Social Analytics Software 19Paid Social 21The Rise of Influencer Marketing 25The State of Social Networks 31Active Users Across the Globe 31Social Is Ever-Evolving 33State of Facebook 34Facebooks Audience 34Facebook Network Updates 35Facebook Timeline 36State of Twitter37Twitters Audience 37Twitter Network Updates 38Twitter Timeline 39State of Instagram 40Instagrams Audience 40Instagram Network Updates 41Instagram Timeline 42THE STATE OF SOCIAL MARKETING 4TABLE OF CONTENTSState of YouTube 43YouTubes Audience 43YouTube Network Updates 44YouTube Timeline 45State of Snapchat 46Snapchats Audience 46Snapchat Network Updates 47Snapchat Timeline 48State of LinkedIn 49LinkedIns Audience 49LinkedIn Network Updates 50LinkedIn Timeline 51State of Pinterest 52Pinterests Audience 52Pinterest Network Updates 53Pinterest Timeline 54State of Tumblr55Tumblrs Audience 55Tumblr Network Updates 56Tumblr Timeline 57Conclusion 58Social Analytics 59Citations 60About Simply Measured 61THE STATE OF SOCIAL MARKETING 5EXECUTIVE SUMMARYIn this 2017 State of Social Marketing Report, we share the survey results from 2,738 social media marketing professionals from 111 countries. This report shares insight and understanding of a dynamic industry where new networks emerge, old networks evolve, and user bases continue to rise at rapid rates. The report also exposes the contradictions at play in todays social marketing landscape.This year we compare the results of brands and agencies to gain perspective on the unique experiences of these two sectors. 64.8% of our respondents were brands and 35.2% of our respondents identified themselves as agencies.Key Topics The challenges social marketers face and the metrics they use to determine campaign success Which networks marketers are investing in the most and the forecast for future marketing budgets The role of other marketing channels in relationship to social media marketing The rise of influencer marketing and its impact on strategy and budget Which changes and updates in the major social networks directly impact marketers in 2017Key Findings Agencies are pushing for results from social more than brands: 73% of agencies set goals for either web traffic or conversion goals, while only 57% of brand marketers do. This indicates that social marketers at agencies have stronger goal-setting (and achieving) baselines than social marketers within the brand environment. Social ad spending is increasing, and 59% of social marketers consider ads very important to their strategy: But a mere 31.6% of marketers set web traffic and conversion goals to justify socials business value. Almost half of respondents reported analytics software as their most-needed resource: But less than a quarter claim they have the budget necessary for analytics software. More than half of brands say that influencers are vital to the success of their social programs, specifically for extending brand reach: But over 76% of brands say they have no dedicated budget for influencer marketing. Brands are saying one thing and doing the opposite in this category, whether due to unsubstantial resources, lack of expertise, or both. A potentially business-harming disconnect is happening here, as influencer relationshipswhen identified and grown properlycan provide great ROI for brands. Social is definitively a marketing function, and ROI is definitively our #1 challenge: The percentage of social media teams that live within the marketing organization has grown from 49% in 2015, to 63.2% in 2016, to remaining relatively stable at 64.7% in 2017. Meanwhile, 61% of social marketers grapple with determining ROI in 2017the same percentage as 2016. The lack of major flux in either of these categories tells us that marketing departments own social media by and large, but are failing to understand how it contributes to the bottom line.THE STATE OF SOCIAL MARKETING 6When social media platforms began to emerge, many were skeptical of their ability to cause business impact. Social media was simply a fad that would soon lose its appeal. But forward-thinking businesses saw the opportunity to use social networks as a way to engage with their target markets, and soon started to adopt these new communication platforms. In late 2007, shortly after Facebook opened the network to the general public, only 100,000 business pages were created. Ten years later, in 2017, there are now more than 65 million business profiles.Social media marketing has undeniably evolved into an integral marketing function for any business, from brand awareness, to direct conversions, to customer service, to brand advocacy. Social media marketing now touches every part of the marketing funnel.SOCIAL BUSINESSCreate awarenessGenerate demandDriveconversionDelight customersInspireevangelismExpose target audience to brand contentGenerate engagement of target audience with brand contentDrive target audience brand offersDrive engagement with brand products/servicesActivate customer influencers SOCIAL MEDIA STRATEGYOBJECTIVEBUYERSJOURNEYTHE STATE OF SOCIAL MARKETING 7The State of the Social Media OrganizationSocial media as an occupation is no longer limited to entry-level or mid-level employees, but has elevated into the offices of senior-level executives as a top marketing priority. Marketers from our survey have reported nearly 50 unique job titles related to social media, ranging from Social Media Strategist to Director of Social Media Marketing. 21.8% of respondents reported “Social Media Manager” as their job title, with 14.7% claiming “Marketing Manager” as their title. VPs and Directors make up 17.1% of respondents, an increase of 9.2% from 2016. The 36.4% of those who reported “other” identified themselves as marketing coordinators, social media specialists, and independent business owners who run their own social accounts.There are currently 19,508,766 professionals on LinkedIn who list “social media” as a skill. Between LinkedIn and Indeed, there are over 120,000 specialized jobs in social media a number expected only to rise as the impact of social continues to influence marketing strategies and increased social budgets.The following section will explore marketers top priorities for social in 2017, how businesses structure and their social media teams, the challenges they face, and the needs they have.What Is Your Job Title? Social Media ManagerDirector of Social MediaAnalystCommunity ManagerVP or Director of DigitalVP or Director of MarketingMarketing ManagerCMOOther36.4%2%14.7%5.8%4.6%2.8%4.6%6.7%21.8%SOCIAL BUSINESSTHE STATE OF SOCIAL MARKETING 8Which Department Does Social Media Live in?66.6% of social media teams live within the marketing organization, a 3% increase from 2016. Its also important to recognize the increased movement of social media into communication teams. 19.3% of social media teams now exist within communication departments, showing a significant jump from 16.5% in 2016. Only 4.7% of social media teams exist within public relations departments (+0.2% YOY), and only 1.4% are integrated into customer service.58.1% of respondents report that only 1 or 2 professionals are dedicated to their social media team, compared to 68.1% in 2016. Only 2.5% reported that they do not have a dedicated social media professional on their team (-1.2% YOY). Generally, social media teams are growing. The number of teams consisting of 3-5 people has risen to 27.8%, an increase of 6.7% since 2016.12%64.7%17.1%1.4%4.7%MarketingCommunicationsCustomer ServicePublic RelationsOther 31.2%13-526-1011+How Many People Are On Your Social Team?26.9%27.8%6.6%5%SOCIAL BUSINESSTHE STATE OF SOCIAL MARKETING 9Social media is being integrated increasingly into other parts of the business, as businesses begin to understand that social influences buying decisions through many stages of the marketing funnel.Not surprisingly, 74.1% of respondents reported collaboration most often with marketing teams, and 63.1% said social media teams also work directly with creative departments. Social media teams collaborate often with communications (47.3%) and public relations (45.7%). 35% of respondents report working directly with sales, and a smaller percentage of respondents (19.8%) work directly with demand and lead generation teams.Which Teams Do You Directly Work With to Support Social?Creative63.1%Marketing74.1%Sales35%Communications47.3%PR45.7%Other9.1%Demand/Lead Generation19.8%SOCIAL BUSINESSTHE STATE OF SOCIAL MARKETING 10Whether youre a small business or a large, established corporation, social media marketing is a vital marketing function. This year, just over half (51.6%) of our survey respondents worked within smaller companies of 1-50 people. The other half of respondents worked in companies that ranged from 50 to more than 2,500 employees. Social is viewed by all as a best marketing practice and both large and small companies are noticing social medias benefits.Within the year, 35.9% of respondents said their company is expected to hire more people dedicated to social media - an increase of 8.4% since 2016. Last year, our survey revealed that 27.5% of marketing teams were expected to hire more personnel for their social media teams.64.1% do not expect their social media teams to grow in 2017. How Big Is Your Company?Is Your Company Hiring More People to Focus on Social Media?9.2%51.6%17.4%11.5%10.2%2501+ Employees501-2500 Employees101-500 Employees51-100 Employees1-50 EmployeesYesNo64.1%35.9%SOCIAL BUSINESSTHE STATE OF SOCIAL MARKETING 11Socials Potential ImpactSocial Media Budgets Will Grow It is becoming essential for businesses to integrate social media thinking into every marketing decision, due to its impact through all stages of the marketing funnel. The insight gained from the proper analysis of social campaigns is being used to better inform strategies in other marketing functions including website, email, demand and lead generation, sales, SEO, media buying, and customer service.Decision makers are now allocating more funds to social. The need for specialized personnel dedicated to social continues to grow each year.The 2017 CMO Survey reports that marketing budgets compose 12% of total company budgets. Social marketing budgets currently take 10% of the total marketing budget, but is expected to increase to 18.5% within the next 5 years.eConsultancy and Adobe released a survey earlier this year gaging how many companies expect to see budget increases in 2017 based on various marketing channels. Social media marketing budgetsare expected to increase in 56% of companies, and content marketing budgets will increase in 55% of companies. Marketing analytics will also see budget increases this year in 49% of companies.49%51%50%56%55%19.8%Marketing AnalyticsLead GenerationVideo AdvertisingPersonalizationSocial Media MarketingContent MarketingSOCIAL BUSINESSTHE STATE OF SOCIAL MARKETING 12Marketing budgets are adjusting to the rising impact of social on marketing strategies. By 2020, marketing budgets will have a huge allocation to digital, including paid search, social media (including video advertising), email, and display advertising.Social media spending is expected to ris