社交媒体指数（英文版）.pdf

sproutsocial prsproutsocial SproutSocial 1sproutsocial prsproutsocial SproutSocial 3 05 09 13 23 39 53 61 Table of contents Introduction Key ndings The state of social media marketing What your audience really wants Moving toward a social-rst business Trends to watch Conclusionsproutsocial prsproutsocial SproutSocial 5 Introduction sproutsocial prsproutsocial SproutSocial 5sproutsocial prsproutsocial SproutSocial 7 Introduction There is no questioning the value of social media. Social is a venerable powerhouse, supporting nearly every marketing objective from brand awareness to advocacy over the past decade. And this value forces social teams to think more critically about their integrated marketing strategies as a whole. To understand the full potential of social and how it can provide the most value to brands, we went right to the source. For this Index, we surveyed more than 1,000 social marketers about their social goals, challenges and expectations, and we cross-referenced their responses with those of more than 1,000 consumers to understand what people really want from brands on social. Seventy percent of social marketers say their biggest goal with social is to increase awareness, and more than half (59%) use social to support their sales and lead generation objectives. Other goals include increasing community engagement and growing brand audiences, making social an incredibly rich marketing channel. But with such a versatile resource at their disposal, marketers can nd it challenging to prioritize their goals and hone their focus. Social also remains the optimal channel for marketers to achieve their lofty goals. In the last six months alone, 44% of consumers reported an increase in their personal use of social media platforms. That increased social usage bodes well for marketers seeking to drive their social audience further down the purchasing funnel: when consumers follow a brand on social, 87% say they are likely to visit that brands website or app. Despite the potential of social, marketers still struggle to fully embrace its e!ectiveness. Forty-seven percent of marketers say developing social strategies that support overall business goals is their number one challenge. And 22% of marketing leaders worry their brands social strategy is ine!ective. While 71% of all social marketers agree they are able to provide helpful insights to teams outside of their departments, only 12% of social teams say their primary function is to provide business insights for their entire organization. At a time when social is more accessible than ever before, its value is still downplayed because of the historical disconnect between social and bottomline business metrics. The time is now for marketers to learn how to e!ectively communicate the signicance of social data, elevate their strategies to serve larger business goals and secure a seat at the table for social teams. In the latest Sprout Social Index, we explore how social marketers can rene their goals and improve social performance by tapping into consumer insights and rising trends. Well dig into the challenges holding social teams back from reaching their fullest potential and uncover how marketers can demonstrate the value of social beyond the marketing department. Empowered with these insights, marketers can expand socials inuence through the entire organization and even demonstrate how social data positively inuences business growth. sproutsocial prsproutsocial SproutSocial 7sproutsocial prsproutsocial SproutSocial 9 Key ndings sproutsocial prsproutsocial SproutSocial 9sproutsocial prsproutsocial SproutSocial 11 By aligning their social goals with those of other departments, marketers can support larger brand objectives, exceed consumers expectations and maximize the ROI of social. Marketers need to dig deeper to understand their audience. Consumers want to be engaged and entertained before they buy. Facebook continues to dominate the social landscape. Brands are only scratching the surface of what social can do. Marketers struggle to create social strategies to support overall business goals. Forty-three percent of all social marketers say a major challenge is identifying and understanding their target audience. To address this concern, marketers turn to social data: 63% of practitioners believe social listening will become more important in the coming year. While coupons can attract consumer interest, entertaining and inspiring posts get the most engagement. And 50% of all marketers say posts that entertain are more e!ective than discounts and sales content in helping them reach their goals. Eighty-nine percent of marketers use Facebook for their brand marketing, and 83% of all consumers surveyed use Facebook. Sixty-six percent of consumers say they Like or Follow a brand prole on Facebook. The next three social platforms on which consumers follow brands are Instagram, Y ouTube and Twitter. Seventy-one percent of social marketers believe they can o!er helpful insights from social to teams outside of the marketing department. But brands arent taking advantage of all that social has to o!er, and 39% of marketers struggle to demonstrate the value of social to the rest of their organization. Nearly half (47%) of all social marketers, from interns to the C-suite, say developing a strategy that supports their organizations goals is the number one challenge they face. 10 sproutsocial prsproutsocial SproutSocial Key ndingssproutsocial prsproutsocial SproutSocial 13 The state of social media marketing sproutsocial prsproutsocial SproutSocial 13sproutsocial prsproutsocial SproutSocial 15 Today, the majority of Americans have a social prole, and brands continue to heavily invest in both organic and paid social. In 2019, social advertising spend in the U.S. is expected to reach $18.4 billion. Ninety percent of social marketers agree investing in social media has a direct impact on their business revenue. These days, 63% of social marketers say they frequently discuss social metrics or ROI with Social marketers top goals for social How marketers dene engagement when measuring social success their bosses, a 23% increase compared to marketers who said the same thing in our previous Index report. When it comes to setting social media goals, social marketers say brand awareness, which was their focus last year as well, is still their number one priority. Marketers goals also include driving sales and lead generation through social marketing, as well as increasing community engagement and growing their audience. With social marketers focused on increasing awareness, its easy to assume they would prioritize reach and impressions to meet their goals. But when asked which metrics they focus on to help meet their goals, 63% of social marketers say they leverage engagement metrics. Less than half (41%) use amplication and brand awareness metrics, like reach and impressions, and 50% of social marketers focus on conversion and revenue metrics. When asked how they define engagement to measure the success of their social strategies, social marketers pointed to Likes and comments, as well as shares, retweets and interaction with consumers. Increase brand awareness Sales/lead generation Increase community engagement Grow my brands audience Increase web tra“c 72% 62% 60% 34% 32% 29% Likes and/or comments Revenue attribution Shares and/or Retweets Inspiring consumers to take action Interaction with consumers Inspiring an emotional response The state of social media marketingsproutsocial prsproutsocial SproutSocial 17 Social marketers also have a good idea which social platforms to use in order to connect with their target audience. Aligned with consumer behaviors, 89% of marketers say they use Facebook as part of their brands social strategy. Social platform use: marketers vs. consumers 89% 65% 50% 49% 44% 38% 28% 28% 15% 6% 4% 66% 41% 22% 35% 13% 6% 14% 17% 3% 2% 2% 89% of marketers say they use Facebook as part of their brands social strategy. sproutsocial prsproutsocial SproutSocial 17 The state of social media marketing The social platforms marketers use Where consumers follow brands on socialsproutsocial prsproutsocial SproutSocial 19 While Facebook reigns supreme, its worth taking a closer look at which social platforms are most popular among certain age groups. Facebook, for example, is the primary platform where members of Generation X Like or follow brands (77%), but for members of Generation Z, Instagram takes the cake (69%). In addition to age and platform preferences, social marketers weigh several other factors when deciding which social platforms to build their strategy around. While cost remains a major consideration, social marketers today are primarily interested in how many people they can reach on a specic platform. 54% 47% 38% 37% 33% 29% 24% Despite having a clearer picture of goals and metrics, almost half (47%) of social marketers nd it di“cult to develop social strategies that support their overall business goals. Social marketing leaders in particular agree with this statement. Fifty-one percent of leaders say creating social strategies that t in their organizations business goals is a top challenge for them, compared to 44% of practitioners. Outside of developing social strategies for overall business goals, 43% of all social marketers struggle to identify and understand their target audience, while 31% nd it di“cult to secure budget and resources for social media.1. 2. 3. 4. 5. 6. 7. 8. 9. How marketers prioritize which social platforms to invest in Social marketers greatest challenges Potential for driving tra“c Developing social strategies to support business goals Aligning social strategy with other parts of the business Publishing content Measuring ROI Monitoring our competition Team bandwidth Identifying and understanding our target audience Demonstrating socials business impact to other departments Securing budget and resources for social media Potential for lead generation Social algorithm updates Targeting options Demographic makeup of platform users Cost of paid ads Potential audience reachThe state of social media marketingSprout stance Looking back at marketers greatest challenges and their primary functions, its clear theres a disconnect in expectations and responsibilities. When so few marketers share business insights gleaned from social with the rest of their organizations, its no wonder why so many struggle to develop social strategies that support big picture goals. Part of the problem stems from the fact that social teams often remain siloed in marketing even though social data can provide inuential guidance to other departments. Its up to social teams to prove it in order to open the door to relationships that will move brands forward. Ta k e Kraft Foods, for example. Theyve used social data to shape product development and conduct market research. When considering their potential entry into the burger or mini-burger market, Kraft gathered insights from social. To focus their approach, Kraft dove right into customers social conversations, searching for common themes and how people in di!erent audience segments felt about sliders. Kraft has also used social media to poll customers about new products theyd like to see in stores. One such poll received 930,000 votes and led to the creation of Mayochup, a mayonnaise and ketchup hybrid you can actually buy today.20 sproutsocial prsproutsocial SproutSocial The state of social media marketingsproutsocial prsproutsocial SproutSocial 23 What your audience really wants sproutsocial prsproutsocial SproutSocial 23sproutsocial prsproutsocial SproutSocial 25 Poor customer service Irrelevant content Too many ads from that brand Too many promotional posts They talk about politics and/or social issues They ignore posts and mentions from people They use inuencers to sell products Elevating your social strategy requires a two-pronged approach. First, social marketers must align and collaborate with the right teams to set goals that meet consumer and brand expectations. Then, marketers must use insights about consumer habits and preferences to build connections with their audience on social. 50% 48% 40% 38% 36% 36% 35% 20% 20% Understanding the why behind consumer actionsIf social marketers want to deepen their connections with consumers on social, it helps to know how and why people use social media in the rst place. Half of consumers follow a brand to learn about new products and services, while 48% of consumers follow brands on social to be entertained. Why consumers follow brands on social media Why consumers unfollow brands on social media Its equally helpful to understand what brands do or say on social media that turns consumers away. Poor customer service is the number one reason why consumers will unfollow a brand on social media, followed by posting irrelevant content. To learn about new products or services To be entertained To stay up to date on company news To learn about promotions or discounts To connect with other people who are similar to me To be inspired To be educated To connect with other people who are di!erent from me To communicate with the brand 56% 51% 43% 35% 34% 29% 14% sproutsocial prsproutsocial SproutSocial 25 What your audience really wantssproutsocial prsproutsocial SproutSocial 27 Identifying which actions can trigger a Like or an unfollow is challengingbut its a necessary move for social marketers trying to achieve their goals. In addition to knowing what encourages Likes and follows, social marketers also need to know what types of posts consumers will interact with the most. When we asked consumers what types of posts theyre most likely to leave comments on and share, entertaining posts were the number one answer across the board. This is in line with what most social marketers consider to be e!ective; 50% of social marketers say entertaining and inspirational posts are the most e!ective in helping them reach their goals. Whats interesting to note is consumers shift away from discounts and sales and toward entertaining and inspirati