brands2life comms directors survey
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© Brands2Life 2011
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C O M M SD I R E C T O RS
S U R V E Y
The 6th Annual
1st July 2011
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Background• 100 Communications Directors polled• 31% report to the CEO, 33% to Marketing Director• 84% of the businesses turnover in excess of £100m; 41% over £1bn• Industry sectors
• 21% Financial services• 21% Tech & comms• 18% Manufacturing• 11% Media & entertainment• 10% Retail/CPG• 10% Healthcare• 9% Energy & utilities
Interviews undertaken by Vanson Bourne in May and June 2011
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Key Findings• Integration of communications is top priority for Comms Director role• Digital and social media strategy and execution is high on the agenda • Comms Directors still don’t have enough time to think strategically• Pressure on budgets said to be easing slightly (but some called it wrong last year)• Just under a third of PR budgets spent on digital and social media on average• Social media channels, such as Facebook and Twitter, are now key journalist communications tools
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Key Communications Challenges - YOY2006 2007 2008 2009 2010 2011
Integrating Communications
3 2 1 4 2= 1
Executing an effective digital strategy
n/a n/a 4 2 1 2
Maintaining public trust
n/a n/a n/a 5 5 3
Ensuring a consistent brand message
amongst all subsidiaries
n/a n/a 5 1 7 4
Communicating with diverse stakeholders
3 2 1 5 2= 5
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Key Comms Challenges – Top Ten in order 2009 2010 2011
Integrating communications activities across the business
46% 54% 62%
Executing an effective digital/online strategy 54% 64% 54%
Maintaining public trust 52% 53% 50%
Ensuring a consistent brand message 62% 45% 49%
Communicating effectively with ever diverse and fragmented stakeholders
47% 54% 49%
Managing investor expectations 38% 52% 45%
Managing the profile of the CEO 14% 41% 30%
Adhering to compliance and regulation 26% 38% 29%
Maintaining share-of-voice 38% 37% 28%
Managing the effects of media tabloidisation 19% 25% 24%
Managing 24/7 global media 18% 36% 24%
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What are the three most pressing issues facing your team?
#1 Lack of time to think strategically
(46% up from 42% in 2010)
#2 Expectations to do more with less resource
(42% up from 36%)
#3 Lack of headcount/headcount freeze (37% down from 45%)
Ownership of the digital worldUp from 17% to 30%
Lack of financial resourcesDown from 38% to 29%
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Are budgets improving?
• Decreased• No change• Increased
51%
27%
22%
2011
53%
22%
25%
2010
67%
16%
17%
2009
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Are budgets meeting expectations?
• Decrease• No change• Increase
51%
27%
22%
How much has your budget changed in the past year?
(asked in 2011)
31%
30%
39%
How much do you anticipate your budget will change in the next year?
(asked in 2010)
Last year 31% said they anticipated a budget cut but 51% actually received one.
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Impact of the recessionWhat has been cut or reduced due to the recession?
Scope of media relations
Influencer relations
Digital content production
Measurement
In-house staff
External PR agency spend
Conference and event spending
Paper-based content
19%
23%
23%
24%
34%
42%
61%
64%
41%
49%
23%
21%
63%
73%
75%
74%
27%
18%
30%
23%
48%
62%
72%
71%
200920102011
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Impact of the recessionAnd what is vulnerable to cuts moving forward?
None of the above
Other
Scope of media relations
Digital content production
Measurement
In-house staff
Influencer relations
External PR agency spend
Conference and event spending
Paper-based content
16%
2%
18%
20%
26%
35%
36%
49%
54%
55%
7%
2%
22%
15%
13%
48%
35%
65%
66%
59%
4%
10%
41%
25%
27%
43%
70%
75%
74%
200920102011
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Where do you get ideas from?Who are comms managers
approaching for ideas?…Approaching for ideas
very often…And who’s actually
delivering ideas?
My in-house team
My existing PR agencies
The marketing team
Our advertising agency
Our digital agency
78%
69%
76%
48%
60%
38%
48%
29%
32%
33%
24%33% 30%
26%
42%
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Talking to journalistsWhat techniques are being used to communicate with journalists?
Videos
Audio (podcasts etc)
Photos and still visuals
Press releases – hard copy
Infographics
Press briefings
Social media press releases
Social media newsroom
Electronic press releases
6%
8%
8%
9%
13%
15%
28%
31%
61%
65%
67%
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Press Release - Electronic
67%
Which techniques do you use to communicate with journalists all the time?
Facebook64%
Twitter61%
Social Media
Newsroom31%
Social Media Press
Release28%
Press Conference and Briefings
15%
Infographics13%
Videos6%
Press Release – Hard Copy
9%
Photos and still visuals
8%
Audio (Podcasts etc)9%
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Importance of digital marketing
2009 2010 2011
25%
17%
30%
Those who say that ownership of the digital world is an issue
2009 2010 2011
15%
19%18%
Average PR spend now focused on dig-ital PR
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How do you measure the value of your comms work?• Not asked in 2010
Coverage volume and messagesUp from 60% to 77%
Changes in awareness and favourability tracked by third partyDown from 47% to 42%
AVESDown from 39% to 36%
Enquires and sales leads generated by PRDown from 44% to 34%
URL click-throughsUp from 45% to 49%
# of followers on social media channelsUp from 28% to 40%
Share of Voice vs Competitors
44%
CPM
21%
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The rise of social media
Series111%
18%
Total PR budget – Average spend on digital and social media
Social Media
Digital PR
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Digital - Responsibilities
Management of company profile in social media 79% 77%
Company blogs 57% 65%
Audio-visual production 54% 62%
Campaign micro-sites 42% 59%
Infographics and other branded content 39% 59%
SEM 38% 47%
Website 41% 33%
SEO 20% 31%
Do you and/or your department have responsibility for any of the following digital marketing areas?
Which do you think your team should have control of?
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The rise of social mediaWhat has been implemented in the past year?
Blogger relations
Twitter campaigning
Blog monitoring
Social network campaigns (Bebo, Facebook, MySpace,
LinkedIn, etc)
Twitter monitoring
31%
39%
49%
54%
56%
29%
29%
30%
39%
34%
27%
29%
41%
46%
31%
2009
2010
2011
(Facebook, MySpace, LinkedIn, etc)
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The rise of TwitterWhat is the comms directors’ experience of Twitter?
Twitter has helped us sell more products and services
Twitter is now an integral part of our communications with journalists
Twitter is now an integral part of our communications with customers
Twitter has helped us engage in useful conversations with our customers and the media
13%
30%
32%
54%
8%
32%
18%
43%
2010
2011
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Time spent on CSRWhat’s happened to the amount of time spent on CSR over the past year?
2011
2010
2009
47%
44%
52%
37%
43%
12%
16%
13%
36%
More time
No change
Less time
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Money spent on CSRWhat’s happened to the amount of money spent on CSR over the past year?
2011
2010
2009
33%
35%
24%
44%
42%
41%
23%
23%
35%
More money
No change
Less money
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C O M M SD I R E C T O RS
S U R V E Y
The 6th Annual
1st July 2011