2018社交媒体营销行业报告（英文版）.pdf

Copyright 2018, Social Media Examiner 2018 SOCIAL MEDIA MARKETING INDUSTRY REPORT How Marketers Are Using Social Media to Grow Their Businesses MAY 2018 BY MICHAEL A. STELZNER Published by 2018 Social Media Marketing SocialMediaExaminer Page 2 of 44 Industry Report 2018 Social Media Examiner Letter from the author Hello, fellow marketer! Welcome to our 10 thannual study! This is one of the longest-running studies in our industry. And yes, social media marketing is still evolving. This 44-page report contains easy-to-digest insights into how marketers are currently using social media and their future plans. If youre in charge of marketing your business, youll want to closely examine the 70+ charts on the following pages. Ill reveal the “not-so-obvious“ findings in this data-rich content. The report covers all of the major social platforms, organic and paid activities, content marketing, and much more. More than 5,700 of your fellow marketers provided the kinds of insights you wont find elsewhere. I hope you enjoy it! If you find value in this report, please let your peers know about it. You can find the original page for the report here: socialmediaexaminer/report2018/ All my best! Michael A. Stelzner Founder, Social Media Examiner Host, Social Media Marketing podcast 2018 Social Media Marketing SocialMediaExaminer Page 3 of 44 Industry Report 2018 Social Media Examiner Table of contents EXECUTIVE SUMMARY . 4 MAJOR FINDINGS . 5 TOP QUESTIONS FACED BY SOCIAL MEDIA MARKETERS . 6 SOCIAL MEDIA MARKETING EXPERIENCE . 7 MEASURING SOCIAL MEDIA ROI . 8 EFFECTIVENESS OF FACEBOOK MARKETING . 9 FACEBOOK ORGANIC REACH . 10 BENEFITS OF SOCIAL MEDIA MARKETING . 11 COMMONLY USED SOCIAL MEDIA PLATFORMS . 15 THE MOST IMPORTANT SOCIAL PLATFORM FOR MARKETERS IS. . 19 ORGANIC SOCIAL MEDIA POSTING . 21 SOCIAL MEDIA PLATFORMS MARKETERS WANT TO LEARN MORE ABOUT . 28 PAID SOCIAL MEDIA . 29 HOW HAVE MARKETERS CHANGED THEIR PAID SOCIAL MEDIA ACTIVITIES? . 30 HOW WILL MARKETERS CHANGE THEIR FUTURE PAID SOCIAL MEDIA ACTIVITIES? . 32 PAID SOCIAL MEDIA PLATFORMS MARKETERS WANT TO LEARN MORE ABOUT . 34 FACEBOOK MESSENGER BOTS . 35 WORK WITH INFLUENCERS . 36 COMMONLY USED TYPES OF CONTENT . 37 THE MOST IMPORTANT CONTENT FOR MARKETERS IS. . 38 HOW WILL MARKETERS CHANGE THEIR FUTURE CONTENT ACTIVITIES? . 39 CONTENT FORMS MARKETERS WANT TO LEARN MORE ABOUT . 40 SURVEY PARTICIPANT DEMOGRAPHICS . 41 ABOUT MICHAEL A. STELZNER . 44 2018 Social Media Marketing SocialMediaExaminer Page 4 of 44 Industry Report 2018 Social Media Examiner Executive summary This study surveyed more than 5,700 marketers with the goal of understanding how theyre using social media to grow and promote their businesses. On the following pages, youll discover: The top social media questions marketers want answered: We reveal the big questions todays marketing pros want answered. Facebook marketing: We explore how effective Facebook marketing has been for marketers and whether their organic reach has declined. The benefits of social media marketing: This section of our study reveals all of the major advantages marketers are achieving with their social media efforts. We also look at how years of experience affect the results. Most-used social media platforms: Discover which platforms marketers are using now and how their usage will change over the next 12 months. We also examine which platforms experienced marketers are using and the most important platforms for marketers. Organic social media posting: We explore how marketers changed their organic activities in the last year and how they plan on changing their future activities. Paid social media: We reveal the social advertising platforms marketers are using, how their use of ads has changed in the last year, and which ad platforms they plan to focus on in the next 12 months. Facebook Messenger bots: We explore if marketers are using Messenger bots and what their future plans are. Other analyses: We also examine the role of content and live video in social media marketing, as well as using social media influencers. In addition, we take a look at how business-to-business (B2B) companies differ from business-to- consumer (B2C) companies. We also highlight significant changes since our 2017 study. 2018 Social Media Marketing SocialMediaExaminer Page 5 of 44 Industry Report 2018 Social Media Examiner Major findings Heres a quick summary of some of our more interesting findings: Facebook Uncertainty: Only 49% of marketers feel their Facebook marketing is effective and 52% said theyve seen declines in their organic Facebook reach in the last year. However, 62% plan on increasing their organic activities in the next year. Marketers focusing less on developing loyal fans: For the first time in years, generating leads has become more of a focus for marketers than cultivating a loyal fan base. This could be a sign that metrics and automation are becoming more important than engagement. Facebook dominance still strong: A very significant 94% of marketers use Facebook (followed by Instagram at 66%). Two in three marketers claim Facebook is their most important social platform. Facebook ads reign supreme: Facebook ads are used by 72% of marketers (followed by Instagram at 31%). Nearly half of all marketers increased their Facebook ad activities in the last year and 67% plan on increasing their use of Facebook ads over the next 12 months. Facebook Messenger bots pique marketers interest: While only 15% of marketers are using Messenger bots, 51% plan on using Messenger bots in the next year. The above summary is just a taste of whats in this report. On the following pages, youll find 70+ charts that visually convey some fascinating findings. 2018 Social Media Marketing SocialMediaExaminer Page 6 of 44 Industry Report 2018 Social Media Examiner Top questions faced by social media marketers We asked marketers to indicate if theyd like to get answers to broad social marketing questions. The graph below indicates the percentage that agreed or strongly agreed that they were seeking answers to these questions. At least 84% of marketers surveyed felt they were seeking answers to all of the following questions: This can be summarized with the following keywords: Tactics Engagement Paid Measurement Tools Strategy Audience 2018 Social Media Marketing SocialMediaExaminer Page 7 of 44 Industry Report 2018 Social Media Examiner Social media marketing experience Heres how we determined the survey participants experience using social media to market their businesses. Years using social media marketing We asked participants how long theyve been using social media for marketing. Seventy-two percent of marketers surveyed have at least 2 years of social media marketing experience. Is social media marketing your main job responsibility? Slightly more than one out of three marketers said social media marketing was their full-time responsibility. Note: For a detailed demographic breakdown of survey participants, see pages 41-43 of this report. On the following pages, we asked marketers to rate their agreement with a few statements related to social media. 2018 Social Media Marketing SocialMediaExaminer Page 8 of 44 Industry Report 2018 Social Media Examiner Measuring social media ROI We wanted to understand marketers ability to measure the return on their social media activities, so we asked them to rate their agreement with the following statement: “I am able to measure the return on investment (ROI) for my social media activities.“ Only 44% agreed theyre able to measure their social activities. The ROI issue has plagued marketers for years. In 2017, 38% indicated they could measure ROI. 2018 Social Media Marketing SocialMediaExaminer Page 9 of 44 Industry Report 2018 Social Media Examiner Effectiveness of Facebook marketing We asked marketers if they agreed with the statement: “My Facebook marketing is effective.“ Forty-nine percent of marketers feel like their Facebook efforts are working, an increase from 42% in 2017. However, more than half of marketers either dont know or indicated that their Facebook marketing is NOT working. 2018 Social Media Marketing SocialMediaExaminer Page 10 of 44 Industry Report 2018 Social Media Examiner Facebook organic reach We wanted to understand if marketers experienced a decrease in their organic Facebook reach, so we asked them to rate their agreement with the following statement: “My Facebook organic post reach has declined in the last year.“ A significant 52% of marketers surveyed said they saw their Facebook reach decline. Plus, 23% of marketers surveyed were unsure. When combined, 75% of marketers either dont know or have seen a decline in Facebook organic reach over the last year. USING ALEXA FIND AND REACH YOUR AUDIENCE TAKE A SELF-GUIDED TOUR 2018 Social Media Marketing SocialMediaExaminer Page 11 of 44 Industry Report 2018 Social Media Examiner Benefits of social media marketing A significant 87% of all marketers indicated that their social media efforts have generated more exposure for their businesses. Increased traffic was the second major benefit, with 78% reporting positive results. These top two benefits have remained virtually unchanged for 4 years. For the first time in 4 years, the order of the lesser benefits has changed. Also, many of the benefits have declined: Generated leads dropped to 64% from 66% in 2017 Developed loyal fans dropped to 63% from 69% in 2017 Provided marketplace insight dropped to 54% from 66% in 2017 Improved sales increased to 53% from 52% in 2017 Grew business partnerships dropped to 49% from 53% in 2017 Increased thought leadership dropped to 46% from 57% in 2017 Some questions that naturally emerge from the above chart might include: “Are marketers whove been using social media for years achieving better results?“ and “Is there a difference between B2B and B2C?“ The following charts address these questions. 2018 Social Media Marketing SocialMediaExaminer Page 12 of 44 Industry Report 2018 Social Media Examiner Improved sales A large percentage of marketers find better sales results with more years of social media experience. For example, more than half of marketers whove been using social media for more than 2 years report it helped them improve sales. Conversely, 47% of all marketers taking this survey report that social media has not helped them improve sales (see page 11). This may be because they lack the needed tools to track sales. Increased exposure Nearly all marketers (83%+) whove been employing social media marketing for 1 year or longer report it generates exposure for their businesses. Grew business partnerships More than half of marketers whove invested at least 3 years in social media marketing report that they gained new partnerships. B2B marketers were more likely (57%) to use social media to grow partnerships than B2C marketers (45%). 2018 Social Media Marketing SocialMediaExaminer Page 13 of 44 Industry Report 2018 Social Media Examiner Generated leads About two-thirds of marketers with at least 2 years of social media marketing experience were generating leads with social platforms. Increased traffic Those whove used social media for 2 years or more reported substantially better results driving traffic (83%+ reported benefits), compared with those with less experience. Provided marketplace insight Of those with at least 3 years of experience, more than half found social platforms provided marketplace insight. B2B marketers were more likely (60%) to use social media to gain competitor insight than B2C marketers (45%). 2018 Social Media Marketing SocialMediaExaminer Page 14 of 44 Industry Report 2018 Social Media Examiner Developed loyal fans Of those who have been using social media for at least 3 years, more than half found it useful for building a loyal fan base. Its interesting to note that those new to social media marketing are less successful with fan development. Increased thought leadership Only those with the most experience (5+ years) have seen real success with building thought leadership. 2018 Social Media Marketing SocialMediaExaminer Page 15 of 44 Industry Report 2018 Social Media Examiner Commonly used social media platforms Facebook, Instagram, and Twitter were the top three platforms used by marketers, with Facebook leading the pack by a long shot. Other platforms lag behind these top three. NOTABLE CHANGES SINCE 2017 Instagram jumped from the #4 slot to the #2 slot, up from 54% in 2017. Twitter lost the #2 slot, falling from 68% in 2017. YouTube moved up from 45% in 2017. Pinterest dropped from 30% in 2017. Snapchat barely rose from 7% in 2017. Heres a close examination of which social channels experienced social media marketers are using, compared to those just getting started.