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Social Media Roundup 2014

In 2014, 92% of marketers recognized the importance of social media, a rise from 86% in 2013, although only 37% felt they could measure their social ROI effectively. Facebook continued to dominate social marketing, with 1.35 billion monthly active users, yet many marketers expressed doubts about the effectiveness of their Facebook efforts. The majority plan to increase usage of original written content, highlighting a shift towards more authentic, original material in social media strategies.

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Social Media Roundup 2014
A significant 92% of marketers said that social media was important to their business. This was an increase from 86% in 2013, where only 49% strongly agreed and 37% agreed. Strongly Agree Agree Uncertain Disagree 29%63% Was social media important for our businesses in 2014? 7% 1%
Only 37% agreed they were able to measure their social activities. However, this was an improvement on 2013, where only 26% of respondents indicated they could accurately measure their ROI. Strongly Agree Agree Uncertain Disagree Strongly Disagree 30% 35% Were we able to measure the ROI of our social activities in 2014? 7% 6% 22%
Was our Facebook marketing effective in 2014? 34% 37% 9% 16% The majority of marketers indicated that their Facebook marketing efforts are not working, though the number of marketers for whom Facebook marketing is working increased by 6% in 2014. B2C marketers are far more likely to agree or strongly agree (50%) than their B2B peers (34%) Strongly Agree Agree Uncertain Disagree Strongly Disagree 5%
source: http://get.simplymeasured.com How big did Facebook become in 2014? connect with facebook Facebook’s monthly active users equals the population of the 3rd, 4th, 5th, 6th, 7th, 8th, and 9th largest population countries in the world combined. 1.35 billion monthly active users 1.12 billion active mobile users 864 million daily active users
● 65% of top brands post an average of five times per week or more ● Only four brands averaged less than one post per week ● 44% of Interbrand companies post 5- 10 times per week on Facebook ● Only five brands post more than 30 times per week ● MTV is the most frequent poster, and averaged 150 posts per week in Q3 of 2014 (the creator of this Slideshare thinks that is bat$#!T insane) How often did the top 100 brands post on Facebook in 2014? 14 12 10 8 6 4 2 0 <3 <5 <7 <9 <11 <13 <15 <17 <19 <21 <23 <25 <27 <29 >30 NumberofBrands Average # of Posts/Week
● Photos account for 62% of all brand posts, and 77% of all engagement. ● In Q2 2013, photos accounted for 75% of all brand posts, and 95% of all engagement, but brands have stopped relying as heavily on visual content. ● Since Q2 2013, the use of links has grown from 13% to 27% of all brand posts, and from 1% to 16% of total brand post engagement What did the top 100 brands post on Facebook in 2014? 80% 70% 60% 50% 40% 30% 20% 10% 0% ShareofInterbrand100Brands Photos Links Videos Status Share of Posts Share of Engagement
● Brand status updates tend to contain between 75 and 175 characters ● 7% of brand status updates contain more than 300 characters What was the length of the top 100 brand’s social posts in 2014? 0-25 25-50 50-75 75-100 100-125 125-150 150-175 175-200 200-225 225-250250-275 275-300 300+ SharefoPosts Number of Characters 20% 18% 16% 14% 12% 10% 8% 6% 4% 2% 0%
Were our blogs optimized for mobile readers in 2014? 28% 33% 15% 7% 17% Strongly Agree Agree Uncertain Disagree Strongly Disagree 43% of marketers surveyed had a mobile-optimized blog in 2014, up from 28% in 2013. B2B marketers were more likely to have their blog optimized (50%) when compared to B2C marketers (38%)
How much time did marketers spend on social in 2014? 64% of marketers used social media for 6 hours or more and 37% used it for more than 11 hours per week. This was a slight increase over 2013, when 62% reported 6 or more hours per week. It’s interesting to note that nearly 19% of marketers spend more than 20 hours per week on social media. 40% 35% 30% 25% 20% 15% 10% 5% 0% Percentage Weekly Hours 0Hours 1to5 11to15 6to10 21to2526to30 16to20 40+ 36to40 31to35
Increased Exposure Increased Traffic Developed Fans Marketplace Insight Generated Leads Improved Search Rankings Grown Business Partnerships Reduced Marketing Expenses Improved Sales 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 92% 80% 72% 71% 66% 61% 58% 51% 50% What were the benefits of social media marketing in 2014? Compared to 2013, marketers reported increased benefits across all categories. The largest increases in 2014 were developing fans (up 7%) followed by increased sales (up 7%)
Facebook Twitter LinkedIn YouTube Blogging Google+ Pinterest Instagram 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 83% 71% 57% 55% 54% 47% 28% Which platforms were we on in 2014? 94% What is noteworthy (though not shown on this graph) is that Instagram blew up to over 300 million active users in 2014 and is, increasingly, awesome for brands.
Facebook 68% LinkedIn 33% Facebook 31% Blogging 11% Twitter 16% Facebook dominates in the B2C space (68% of marketers select it as their number-one choice). However, for B2B marketers, LinkedIn passes Facebook, while blogging plays a much larger role. Which sectors were on which social platforms in 2014? B2C B2B Google+ 3% Every Other Platform 22% Twitter 10% YouTube 3%
Not shown is the fact that B2C marketers are using Facebook Ads more (94%) than B2B marketers (82%). Facebook Ads LinkedIn Ads Twitter Ads YouTube Ads Promoted Blog Posts Pinterest Ads Instagram Ads FourSquare Ads 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 20% 17% 11% 90% 10% When we paid to promote on social, where’ d we go in 2014? 3% 2% 2%
58% 19% 12% 2% Original Written Content Original Visual Assets Original Videos Curated Content Original Audio Content 10% What was the most important kind of content for marketers in 2014?
An impressive 81% of marketers plan on increasing their use of original written content. 81% Increase Stay the Same Decrease No Plans to Utilize 18% 1%1% How do marketers plan on changing their use of original content in 2014?
What kind of content do marketers want to learn more about in 2015? Producing Original Videos Writing original content Curating the Content of others Recording Original Audio Content 0% 10% 20% 30% 40% 50% 60% 70% 60% 58% 53% 68% Creating Original Visual Assets (infographics, etc) 37%
Sources http://get.simplymeasured.com http://www.socialmediaexaminer.com/
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