emarketer social media in the marketing mix-budgeting for 2011

Digital Intelligence Copyright ©2010 eMarketer, Inc. All rights reserved.

December 2010

Executive Summary: In 2011, four out of five US businesses with 100 or more employees will use social media marketing. That’s a dramatic change from 2008 when just 42% of companies marketed via social media. As consumer usage of social media continues to increase in the US and around the world, marketers have transitioned from cautious engagement to full deployment.121699

Social media spending is also increasing, as marketers move beyond experimenting to include it in all their marketing planning. The companies leading the way with social media are giving it a place at the table next to—and sometimes in place of—traditional media such as TV and print. These marketers are also integrating social media initiatives and budgets into brand marketing, customer relationship management and communications.

Although spending is rising, the ROI challenge remains and is a heightened concern for 2011. After a few years in the spotlight, social media needs to prove it can help increase sales. Otherwise, spending increases may be curtailed.

Key Questions

What percentage of companies use social media for marketing?

How are marketers budgeting for social media?

Are social media marketing budgets growing?

What are the obstacles to future spending growth?

How are General Motors, Intel and PepsiCo budgeting for social media in 2011?

For additional information on this chart, see the Endnotes section.

% of total

US Companies Using Social Media Tools for MarketingPurposes, 2008-2012

2008

42%

2009

58%

2010

73%

2011

80%

2012

88%

Note: includes companies with 100+ employeesSource: eMarketer, Nov 1, 2010121699 www.eMarketer.com

Debra Aho [email protected] ContributorTracy Tang

Social Media in the Marketing Mix: Budgeting for 2011

Social Media in the Marketing Mix 2

The eMarketer View

Social media is no longer an add-on for marketers; it’s been integrated into everything they do. Marketers that have spent the past few years ramping up their internal social media marketing infrastructure—and their presence on sites such as Facebook and Twitter—will take social media to new heights in 2011. And as they do, they will evolve the way they market across all media, not just online.

Usage of social media marketing tools will continue to grow. eMarketer forecasts that in 2011, 80% of companies with 100 or more employees will use social media tools for marketing, up from 73% in 2010 and nearly double the usage rate in 2008.

Social media will spread in many directions. Social media is becoming part of marketing efforts not only on the web but also in mobile, print and TV. For example, Ford Motor Co. devoted a quarter of its total ad budget to online media in 2010, and the automaker is making social media a centerpiece in many of its marketing campaigns. It decided not to advertise in the 2011 Super Bowl, instead putting the funds toward additional social media marketing.

Social media will challenge other channels for budget—and win. Given the lingering effects of the recession, most marketers are not raising marketing spending significantly in 2011, if at all. This means that social media dollars are not coming from new marketing funds but from money that was previously allocated to other channels.

All the consumer packaged goods (CPG) companies surveyed by the Grocery Manufacturers Association in 2010 said they would increase social media spending over the next three years, and none said they would decrease it. However, a significant percentage thought their allocations for traditional paid media and promotions would decline.

Some industries still lag behind. While many consumer marketers and business marketers are already deeply engaged, heavy industrial firms and small businesses will remain on a slower adoption pace. Some business-to-business (B2B) industries have a longer sales cycle or a product type that makes social media a less natural fit. And many small businesses do not have a web presence, let alone a budget for social media.

Although spending will increase, creating a budget line for social media will be a challenge. Surveys indicate that marketers spend 4% to 11% of their online marketing budgets on social media. This wide divergence is indicative of how social media marketing budgets are spread across multiple departments and groups, and that some types of companies and industries are more advanced than others. Although businesses might strive to set aside a predetermined percentage of marketing funds for social media, establishing a centralized social media marketing budget may not be a realistic long-term goal.

Having a social media department may not be enough. Leading-edge companies will not be content to manage social media via a single department. Instead, they will look to spread such initiatives across marketing, communications, customer relations and sales groups.

GM, for example, is working on ways to move social strategy into the individual automobile brand groups.

“The brands are now baking social into their overall marketing budget. So, if you’re launching a vehicle, you just increase the amount of money that goes into the vehicle launch program in order to accommodate social tactics.” —Christopher Barger, global director of social media at General Motors, in an interview with eMarketer, October 2010

These changes will bring acute growing pains. In the early days of social media, various corporate departments battled to control budget and execution, leading to turf wars and misaligned marketing efforts. While the concept of a centralized social media department has solved some of those issues, it has not rectified all of them. The fundamental idea of social media is that it is about communication and engagement, both of which affect all business functions and departments.

Measuring ROI will be more critical than ever. Although the need for ROI is not new, it will reach its strongest point to date in 2011. Some companies are expanding budgets for social media marketing based on gut feelings or to keep up with competitors—not because they have been successful. The true measure of results will be the effect on sales, not the number of likes, passalongs or retweets.

http://totalaccess.emarketer.com/Interview.aspx?R=6000431



What Percentage of Marketers Use Social Media?

It is well known that social media marketing has exploded over the past few years. But even as recently as 2009, it was still considered an experiment by many marketers, something they threw a few extra dollars toward when they wanted to add a conversational twist to their marketing.

That is all changing. More businesses than ever are using social media tools to market to their customers.

eMarketer projects that four out of five US companies with 100 or more employees will use social media tools for marketing in 2011. By 2012, eMarketer expects that 88% will adopt one or more forms of social media for marketing (including online communities, brand pages, blogging, social games, ratings and reviews and more).

% of total


2008

42%

2009

58%

2010

73%

2011

80%

2012

88%


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eMarketer analyzed results from a dozen third-party surveys as background to develop its social media usage forecast. At the low end, 58% of marketers surveyed by Chief Marketer magazine in April 2010 said they used “offsite” social media such as Facebook or LinkedIn. That question wording may have skewed the responses lower, since a certain percentage of marketers have social features on their own websites.

At the high end, 86% of B2B marketers and 82% of consumer marketers surveyed by digital marketing agency White Horse said they had some level of activity in social media. However, 45% of the B2B marketers and 26% of the business-to-consumer (B2C) marketers indicated they had only a “basic social media presence.”

% of total

Comparative Estimates: US Companies Using SocialMedia Tools for Marketing Purposes, 2008-2012

White Horse, May 2010*

White Horse, May 2010**

Digital Brand Expressions, June 2010Panda Security, Sep 2010Alterian, Aug 2010eMarketer, Nov 2010King Fish Media, HubSpot andJunta42, Aug 2010PRWeek and MS&L Group, Sep 2010

Pivot Conference, Aug 2010Chief Marketer, April 2010

University of Massachusetts Dartmouth Center for MarketingResearch, Nov 2009

eROI and eMarketing + Commerce(eM+C), Feb 2010

Equation Research, Aug 2009

Unica, March 2010

2008

-

-

---

42.0%-

-

--

77.0%

-

-

-

2009

-

-

---

58.0%-

63.0%

-34.3%

91.0%

69.0%

59.0%

58.0%

2010

86.0%

82.0%

78.0%77.5%74.8%73.0%72.0%

71.0%

63.0%58.3%

-

-

-

-

2011

-

-

---

80.0%-

-

--

-

-

-

-

2012

-

-

---

88.0%-

-

--

-

-

-

-Note: *B2B marketers; **B2C marketersSource: eMarketer, Nov 2010; various, as noted, 2009 & 2010121700 www.eMarketer.com

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The increase in usage of social media marketing stems from several trends:

Rising consumer social media usage. Worldwide, 61% of frequent internet users have a social network profile, up from 45% in 2008, UM (formerly Universal McCann) reported. TNS reported that in September 2010 internet users worldwide spent more time per week with social media than with email—an average of 4.6 hours vs. 4.4 for email.

Facebook’s mass audience. It has more than 500 million active users worldwide. In the US it reached 148.4 million unique visitors in September 2010, according to comScore—making it the fourth-largest web property in the US.

Promotional firepower. The main reason consumers engage with brands in social environments is that they hope to get special discounts, coupons or offers. When McDonald’s announced the short-term return of its cult favorite McRib sandwich in November 2010, it generated twice the number of positive posts as negative ones on Twitter and Facebook, according to an analysis by Crimson Hexagon. An ad campaign on Twitter generated even more discussion.


As cautious marketers have joined the early adopters, the percentage of companies using social media for marketing is still climbing. Chief Marketer’s survey showed a 24-percentage-point increase in usage of social media venues such as Facebook or LinkedIn, from 34.3% in 2009 to 58.3% in 2010. Meanwhile a survey by PRWeek and MS&L Group, conducted among chief marketing officers, VPs of marketing and marketing directors, found an 8-percentage-point increase between 2009 and 2010, from 63% to 71%.

“We’re seeing social move from an experimental or campaign-based approach to something more ongoing. A year or two ago, someone would have an extra $100,000 they would want to put toward extending a promotion on Facebook. Now, many marketers have set up internal departments for social. Brands are realizing it takes an ongoing investment to create an ongoing dialogue with their customers.” —Kevin Barenblat, CEO of Context Optional, in an interview with eMarketer, October 2010

Not every industry is adopting social media at the same rate. In a worldwide survey by SAS and Harvard Business Review, the companies that were least likely to be using social media were in the energy-utility, government and manufacturing industries.

On the other end of the scale, education and communications industry firms were highly likely to already use social media. The percentage of those types of firms that were not planning to use it was in the single digits.

% of respondents

Social Media Use by Companies Worldwide, by Industry, July 2010

Education

Communications

Services

Retail/wholesale

Financial services

Health/life sciences

Manufacturing

Government

Energy/utilities

72% 17% 6%

71% 16% 9%

66% 21% 11%

64% 21% 12%

50% 25% 22%

48% 24% 26%

45% 19% 32%

44% 24% 27%

32% 25% 41%

Currently using Planning to use Not currently using, no plans to use

Note: numbers may not add up to 100% due to roundingSource: SAS and Harvard Business Review, "The New Conversation: TakingSocial Media from Talk to Action," Oct 27, 2010121441 www.eMarketer.com

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Small businesses are also slower to adopt social media, in part because many of them lack a strong web presence to begin with. American Express OPEN found in September 2010 that 61% of small-business owners did not use social media to market their business.

Another way to look at the relative importance of social media is to compare its usage to other types of online marketing.

Among online marketers, social media usage is approaching that of email marketing.


Lyris, a provider of email software, found in a June 2010 survey that 97% of respondents used email marketing and 82% used social media marketing. In this survey, more marketers used social media than used search marketing, a telling statistic.

% of respondents

Marketing Tactics Used by US Online Marketers, June2010

Email marketing 97%

Company website 96%

Social media marketing 82%

SEO 79%

Search engine marketing (SEM) 72%

Direct mail marketing 65%

Banner/other online ads 65%

Events/trade shows 59%

Webinars 37%

Emailing to mobile devices/SMS22%

Note: n=847Source: Lyris, Inc. survey, provided to eMarketer, Sep 1, 2010119911 www.eMarketer.com

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Chief Marketer magazine also found that social media has moved ahead of search as a marketing tactic. Marketers were more likely to use email, but 58.3% marketed via Facebook, LinkedIn or another social media outlet. Just under half (49.7%) engaged in search engine optimization. Twitter was used by 39.3% of respondents.

% of respondents

Interactive Marketing Tactics Used by US Marketers,March 2010

Email marketing74.7%

Email newsletters69.5%

Offsite social media (e.g., Facebook, LinkedIn)58.3%

SEO49.7%

Display ads on Websites44.9%

Twitter updates39.3%

Paid search ads31.3%

Corporate blog(s)30.9%

Webinars27.7%

Viral or word-of-mouth campaigns26.3%

Note: n=500Source: Chief Marketer, "2010 Interactive Survey," April 1, 2010114790 www.eMarketer.com

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What Are Marketers Budgeting for Social Media?

As companies take a more serious approach to planning and executing social media marketing initiatives, spending is rising.

A worldwide survey of marketers by Maxymiser, a provider of website personalization tools, found that social media ranked third among areas marketers planned to focus their online marketing budget in 2011, after search and their own website. (Social media was tied as a priority with converting traffic.)

The takeaway is that social media is top of mind not only when it comes to usage but also spending.

% of senior-level marketers worldwideFocus of Online Marketing Budget in 2011

Search/keywords 51.1%

Website creation/optimization 47.6%

Converting traffic 38.3%

Social media 38.3%

Website personalization/targeting 34.8%

Online video 27.3%

Mobile 22.9%

Banner ads 22.5%

Behavioral advertising14.5%

Rich media 12.3%

Podcasts/webcasts9.7%

No budget8.4%

Note: n=227Source: Maxymiser survey, provided to eMarketer, Sep 23, 2010120021 www.eMarketer.com

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According to several independent studies, spending on social media continues to rise. In 2009, between 53% and 78% of companies were planning to increase budgets, depending on the study. And in surveys conducted in 2010, between 42% and 75% expected increases.


The wide variety of responses is reflective of how the respondents were recruited and when the surveys were conducted. For example, King Fish Media’s two studies used social media to help recruit participants, likely yielding a higher percentage rate. A study by Forrester Research that was published in 2009 was actually conducted in late 2008, before social media became a truly widespread phenomenon.

% of respondents

Comparative Estimates: US Companies that Plan toIncrease Spending on Social Media Marketing, 2009 & 2010

King Fish Media, HubSpot and Junta42, Aug 2010

Econsultancy and Search Engine Marketing Professional Organization (SEMPO), March 2010

Ad-ology, March 2010

King Fish Media, HubSpot, Junta42 and Upshot Institute, Oct 2009

Unisfair, Sep 2009Millward Brown, April 2009

MarketingSherpa, Jan 2010

Forrester Research, March 2009

2009

-

-

-

78%

75%64%

56%

53%

2010

75%

57%

42%

-

--

-

-Source: various, as noted, 2009 & 2010121698 www.eMarketer.com

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Notably, the two King Fish surveys showed planned spending increases in both 2009 and 2010. (These were not tracking studies and the respondents were not the same in both years.)

A July 2010 survey by Pivot found that among marketers already using social media, 87% planned to increase their social media budgets either significantly (56%) or somewhat (31%) in the next 12 months. Moreover, companies that were not engaged with social media expected to ramp up their efforts: Nearly half of the noninvestors said they would start investing in the coming year.

% of respondents

Timeframe When US Marketers Plan to Invest inSocial Media Marketing, July 2010

Note: among respondents who currently do not invest in social media marketingSource: Pivot Conference, "Marketers' Current and Future Use of SocialMedia" conducted by Extra Mile Audience Research, Aug 24, 2010120249 www.eMarketer.com

Don't know/does not

apply 9%

Do not currently plan to invest 29%

In more than 1 year 16%

In 6 months to 1 year 23%

In the next 6 months 23%

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Social media marketing in the US has had a few years’ head start over other countries. But regions worldwide are catching up and showing even more likelihood of increasing spending. Econsultancy, in a survey conducted primarily among UK and European marketers, found that 83% planned to increase their social media marketing spending in 2010, comparable to the 86% in 2009. That compares with 57% of US respondents to an Econsultancy survey in 2010.

% of companies* worldwide**

Change in Social Media Marketing Spending in theNext Year, 2009 & 2010

200986% 13%

0%

201083% 16% 1%

Increase Stay the same Decrease

Note: n=343 (2009) and n=332 (2010); numbers may not add up to 100%due to rounding; *client-side; **UK (72%), other Europe (10%), NorthAmerica (8%) and other (10%)Source: Econsultancy, "Social Media and Online PR Report 2010"sponsored by bigmouthmedia, provided to eMarketer, Sep 29, 2010120273 www.eMarketer.com

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Social Media’s Effect on Other Marketing Spending

If marketers are increasing their spending on social media, does that mean overall budgets are expanding? Or are they shifting funds from other areas?

As businesses head into 2011, the evidence is growing that spending on social media is rising, but other marketing spending is falling. The lingering effects of the recession have kept marketing budgets flat overall for many companies, and so they must decide where to put funds.

For many companies, the shift toward social media means a reduction in spending on traditional forms of marketing.


CPG marketers surveyed by the Grocery Manufacturers Association and Booz & Company in August 2010 all expected increases in social media spending over the next three years. None thought allocations would decrease. However, 41% thought print media spending would decline and 28% expected decreases in TV spending. Promotional spending—on trade promotions especially—was also expected to decline.

% of respondents

Expected Change* in Advertising/Promotion SpendingAccording to US CPG Manufacturers, by Channel, Aug2010

Increase 5%+

Increase 0%-5%

Decrease 0%-5%

Decrease5%+

Shopper marketing 55% 28% - -Social media 52% 41% - -Internet brand advertising 41% 45% - -Mobile marketing 38% 45% 3% -Paid search 24% 34% 10% -Owned media 24% 34% 3% -Print media 14% 7% 24% 17%Other paid media 7% 24% 17% 7%TV 7% 17% 14% 14%Consumer promotions 3% 28% 10% 3%Trade promotions - 10% 24% 7%Note: n=29; numbers may not add up to 100% due to exclusion of neutralresponses; *in the next 3 yearsSource: Grocery Manufacturers Association (GMA) and Booz & Company,"Shopper Marketing 4.0: Building Scalable Playbooks That Drive Results,"Nov 9, 2010121745 www.eMarketer.com

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Among B2B marketers surveyed by MarketingSherpa in August 2010, 69% said they were increasing spending on social media. On the opposite end of the spectrum, these B2B marketers were far less likely to raise spending on direct mail, trade shows or print advertising—and significant percentages of respondents were planning to decrease spending in those marketing channels.

% of respondents

Change in Investment for Select Marketing TacticsAccording to US B2B Marketers, Aug 2010

Website design, management and optimization69% 5% 25%

Social media69% 4% 27%

Virtual events/webinars60% 6% 34%

Search engine optimization (SEO)60% 5% 35%

Email marketing59% 6% 35%

Paid search (PPC)49% 11% 40%

Public relations40% 11% 50%

Telemarketing32% 13% 54%

Direct mail24% 28% 48%

Tradeshows22% 30% 48%

Print advertising15% 39% 47%

Increasing investment Decreasing investment No change

Note: n=935Source: MarketingSherpa, "B2B Marketing Benchmark Survey 2010," Oct 19, 2010120966 www.eMarketer.com

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Social Media in the Online Marketing Budget

Surveys that ask marketers to estimate how much budget they allocate to social media have disparate responses. On the high end, MarketingSherpa found that the marketers it surveyed devoted an average of 11% of their 2009 online marketing budgets to social media. But Econsultancy, in a survey conducted among email marketers, found that social media represented just 4% of 2010 online marketing budgets.

Comparative Estimates: Percent of Online MarketingBudget Allocated to Social Media According to USCompanies, 2008-2010

Hospitality eBusiness Strategies (HeBS)*, March 2010

ITZ Belden and American Press Institute (API)**, Sep 2010

Econsultancy and Adestra***,March 2010

MarketingSherpa, Feb 2010

2008

3%

-

-

-

2009

6%

5%

-

11%

2010

8%

7%

4%

-

Note: *hoteliers worldwide; data for 2008 & 2009 are actual, 2010 is projected; includes Web 2.0 functionality; **SMBs; ***email marketersworldwideSource: various, as noted, 2010121697 www.eMarketer.com

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Pivot found that of the companies that do invest in social media, half (51%) dedicated less than 10% of their online marketing budget (including staffing) toward social media.

% of respondents

Proportion of Online Marketing Budget* Spent onSocial Media Marketing According to US Marketers,July 2010

<10% 51%

11%-20% 23%

21%-40% 9%

41%-60%4%

Don't know/does not apply13%

Note: among respondents who invest in social media marketing; *includesmoney spent on staff to manage effortsSource: Pivot Conference, "Marketers' Current and Future Use of SocialMedia" conducted by Extra Mile Audience Research, Aug 24, 2010120248 www.eMarketer.com

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The challenge in benchmarking spending is that marketers do not necessarily have a single budget line-item for social media. Nor do they necessarily fund social media endeavors out of their online marketing budgets. As a point of comparison, MarketingSherpa found in 2009 that only 53% of email marketers had a line item for email in their marketing budget. Given email’s long history as a marketing channel, the relative lack of a unique budget line for social media is not so surprising.

Moreover, while social media is being adopted at a rapid rate among businesses of all sizes, it has still been only a few years since companies started to think about creating a social media marketing practice or program. Altimeter Group, in a November 2010 report about the role of the corporate social media strategist, noted that 62% of the companies it surveyed had had a social media program for two years or less.

Even so, there is an upward trend in budget allocation for social media. In studies done by Hospitality eBusiness Strategies and ITZ Belden (among hoteliers and small businesses, respectively), percentage allocations increased 2 or 3 points year over year.

Social Media in the Total Marketing Budget

Pulling back to look at social media as a portion of total marketing spending, there is somewhat greater convergence in survey data, but there are also some puzzling discrepancies.

The Direct Marketing Association and COLLOQUY, in a July 2010 survey, reported that 43% of marketers devoted between 1% and 5% of their marketing budgets to social media. However, 24% said they did not know the percentage and just 26% said spending was 6% or more.

% of respondents

Percent of Marketing Budget Allocated to SocialMedia According to US Marketers, July 2010

None 7%

1% 17%

2%-3% 10%

4%-5% 16%

6%-10% 11%

11%-20% 8%

21%-50% 6%

51%-100%1%

Don't know 24%

Note: n=369Source: Direct Marketing Association (DMA) and COLLOQUY, "DeployingSocial Media to Cultivate Customer Loyalty: A Benchmarking Study,"provided to eMarketer, Aug 27, 2010119559 www.eMarketer.com

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Forbes Insights, in an April 2010 study, found that social media accounted for 4% of marketing budgets, while traditional media took 25% of spending. However, Forbes separated out digital ad spending from social media marketing spending in its survey. Some marketers consider the money they spend on paid advertising in social media to be part of their overall social media marketing spending.

Marketing Budget Allocation According to USMarketing Executives, April 2010% of budget

Notes: *primarily events; **any ads delivered online, includes both online display ads (pop-ups) and search engine (SEM, SEO)Source: Forbes Insights, "The New Rules of Engagement: CMOs DetermineTheir Marketing Mix," June 16, 2010116626 www.eMarketer.com

Mobile/SMS/apps 2%

Social media 4%POS/in-store

7%

Public relations 11%

Digital** 15%

Experiential* 16%

Direct 20%

Traditional advertising (print, broadcast, etc.) 25%

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Depending on the size of the business, allocations vary as well. Shop.org asked retailers in a March 2010 survey to estimate spending on social media and paid search. While retailers of all sizes reported spending similar percentages of their marketing budget on search, the largest retailers (over $100 million in annual revenues) put just 1% of their marketing budget toward social, while the smallest (under $10 million in annual revenues) devoted 5% to it.

Percent of Marketing Budget Spent on Search andSocial Media by US Online Retailers, by CompanySize*, March 2010

Paid search

Socialmedia

Totalmarketing

budget

<$10 million 37% 5% $600,000$10 million-$100 million 38% 2% $3,200,000$100+ million 39% 1% $11,000,000Note: *annual revenuesSource: Shop.org, "The State of Retailing Online 2010: Marketing, SocialCommerce, and Mobile" conducted by Forrester Research as cited byMultichannel Merchant, July 13, 2010117638 www.eMarketer.com

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Research by Duke University’s Fuqua School of Business provides more clarity, along with historical comparisons. In studies done in August 2009, February 2010 and August 2010, the percentage of marketing budgets that chief marketing officers and other top marketing executives said they devoted to social media rose from 3.5% to 5.6% to 5.9%.

Moreover, respondents expected sizable increases. In the August 2010 survey, they thought 9.9% of marketing budget would be dedicated to social media in the next 12 months. Within five years, these executives said spending would increase to 17.7% of total marketing budgets.

% of total

Percent of Marketing Budget Spent on Social MediaAccording to US Marketers, Aug 2009, Feb 2010 & Aug2010

Current marketing budget spending on social media3.5%

5.6%5.9%

Marketing budget spending on social media in the next 12months

6.1%9.9%9.9%

Marketing budget spending on social media in the next 5 years13.7%

17.7%17.7%

Aug 2009 Feb 2010 Aug 2010

Source: Duke University's Fuqua School of Business, "The CMO Survey"commissioned by the American Marketing Association (AMA), Aug 30, 2010119315 www.eMarketer.com

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B2C companies marketing products (as opposed to services) expected to see the largest increases in budgets. Duke’s study found that such marketers allocated 7.4% of their marketing budgets to social in August 2010 and believed allocations would rise to 12.4% in 12 months and 22.6% within five years.


B2B firms marketing products expected budgets to change at a slower rate, rising from 5.4% in August 2010 to 15.4% five years later.

% of total marketing budget

Social Media Marketing Spending by US B2B and B2CMarketers, Aug 2009, Feb 2010 & Aug 2010

Aug2009

Feb2010

Aug2010

Current social media spendingB2B—product 2.5% 3.4% 5.4%B2B—services 3.9% 6.5% 5.8%B2C—product 5.3% 6.7% 7.4%B2C—services 2.9% 6.9% 5.7%Overall 3.5% 5.6% 5.9%Social media spending in the next 12 monthsB2B—product 4.5% 7.4% 8.9%B2B—services 6.5% 11.0% 10.1%B2C—product 7.5% 11.6% 12.4%B2C—services 8.8% 10.7% 9.8%Overall 6.1% 9.9% 9.9%Social media spending in the next 5 yearsB2B—product 12.6% 15.3% 15.4%B2B—services 13.5% 18.9% 17.9%B2C—product 15.0% 18.9% 22.6%B2C—services 15.4% 18.5% 18.0%Overall 13.7% 17.7% 17.7%Source: Duke University's Fuqua School of Business, "The CMO Survey"commissioned by the American Marketing Association (AMA), Aug 30, 2010119316 www.eMarketer.com

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Can social media grow to one-fifth of marketing budgets? In some ways, survey results like Duke’s represent wishful thinking and optimism. Of course, there is no way to tell exactly how social media marketing budgets will grow in five years. That said, in August 2009, marketers expected to devote 6.1% of marketing budgets to social in the next 12 months. That compares very closely to the 5.9% figure cited by respondents in August 2010.

However, it seems a substantial leap for marketers to expect that social media will grow from 5.9% of budgets in August 2010 to 9.9% a year later. Even more telling, there was no change between the February 2010 and August 2010 surveys regarding what marketers expected to occur 12 months later. That may be a sign of expectations coming more in line with reality.

In sum, marketers increased spending in 2009 and 2010, and spending increases will continue in 2011. But that is only part of the picture. The next logical questions are:

How much are they currently spending?

What will drive future spending?

How Much Marketers Are Spending

In some business sectors, the thinking still holds that social media is free, or nearly free. Although earned media—the value that companies get when their marketing messages spread virally—is indeed free publicity, there is almost always a cost associated with it, whether it be staffing, creative development or monitoring the results.

Econsultancy, in a study primarily of UK marketers, found that 28% spent nothing on social media and 33% spent less than £5,000 (about $7,800). Just 17% had a budget of £25,000 (about $39,000) or more.

% of companies* worldwide**Annual Social Media Marketing Spending, Sep 2010

£028%

<£5K33%

£5K-£10K11%

£10K-£25K11%

£25K-£50K7%

£50K-£100K5%

£100K-£500K4%

£500K-£1 million1%

£1 million+0%

Note: n=345; *client-side; **UK (72%), other Europe (10%), North America(8%) and other (10%)Source: Econsultancy, "Social Media and Online PR Report 2010"sponsored by bigmouthmedia, provided to eMarketer, Sep 29, 2010120271 www.eMarketer.com

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In a worldwide survey by SEOmoz, a search marketing company, more than half of the 9,000 respondents said their budget for outsourced social media marketing was zero. Only 2.9% said they spent more than $5,000 per month.

% of respondents

Average Monthly Budget for Social MediaOutsourcing/Consulting According to MarketersWorldwide, May 2010

$052.7%

$1-$1008.0%

$100-$5006.1%

$500-$1K4.7%

$1K-$2.5K3.1%

$2.5K-$5K2.2%

$5K-$10K1.3%

$10K-$25K0.7%

$25K-$50K0.3%

$50K+0.6%

Not sure20.3%

Note: n=9,234Source: SEOmoz, "SEO Industry Survey 2010," Nov 3, 2010121844 www.eMarketer.com

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However, even as businesses strive to tap the power of referrals and viral marketing, they are also realizing that social media can be resource-intensive, and that some kinds of social media marketing require greater expenditures.

The Direct Marketing Association and COLLOQUY found that marketers whose primary objective was to use social media for customer growth or loyalty expected to spend an average of $88,000 in 2010, up 193% from 2009 spending levels of $30,000.

Marketers using social media primarily for customer acquisition had a lower average budget—$30,000 in 2010, up 114% from 2009 spending of $14,000. And brand-awareness budgets for social media increased the least, rising 89% from $28,000 in 2009 to $53,000 in 2010.

thousands

Average Social Media Marketing Spending Among US Marketers, by Objective, 2008-2010

Customer growth/loyalty$6

$30$88

Customer acquisition$6

$14$30

Brand awareness$5

$28$53

2008 2009 2010

Note: n=269; figures include respondents who said they spent nothingSource: Direct Marketing Association (DMA) and COLLOQUY, "DeployingSocial Media to Cultivate Customer Loyalty: A Benchmarking Study,"provided to eMarketer, Aug 27, 2010119462 www.eMarketer.com

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Altimeter, which surveyed 140 social media strategists at major businesses for its report on the corporate social media strategist function, found a much higher spending rate. One-third of respondents indicated that their company was spending between $100,000 and $500,000 in 2010, and 23% had a budget of $500,000 or more. These companies can be considered among the leading adopters of social media.

% of respondents

Social Media Marketing Budget According to SocialStrategists Worldwide, Q2 2010

<$10K 15%

$10K-$50K 13%

$50K-$100K 15%

$100K-$500K 34%

$500K-$1 million8%

$1 million-$5 million9%

$5+ million6%

Note: n=140 social strategists at multinational companies with 1,000+employees; numbers may not add up to 100% due to roundingSource: Altimeter Group, "Career Path of the Corporate Social Strategist,"Nov 10, 2010121820 www.eMarketer.com

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Who Manages the Social Media Budget

While it has become fashionable among marketers to have one person or a small team act as the lead social media strategist, few have a dedicated social media department—just 4% of companies surveyed by PRWeek and MS&L.

It is more common for companies to manage social media through a hybrid group combining advertising and PR, the model in place for 30% of PRWeek survey respondents. However, in a sign of a shift, 30% said the PR department managed social media, but only 20% thought that PR would manage social media in the future.

% of US marketers

Department that Will Manage Current vs. FutureSocial Media Activities, June 2010

By a hybrid department that combines advertising andPR/communications

30%32%

PR/communications30%

20%

Advertising22%

21%

Digital/IT8%

9%

Separate social media group4%

11%

Other7%

8%

Now Future

Note: n=262; numbers may not add up to 100% due to rounding;respondents were asked "Which of the following best describes wheresocial media activities are primarily managed within your company nowand where they will be managed in the future?"Source: PRWeek and MS&LGroup, "Social Media Survey 2010," Sep 8, 2010119487 www.eMarketer.com

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The primary change that respondents expected was the migration to a separate social media group: 11% thought such an entity would manage activities.

In Altimeter’s report about social media strategists, 6% of the executives interviewed said their company had a social media or social strategy group. It was far more common for companies to manage social media via marketing (41% of respondents) or corporate communications (30%).

% of respondents

Department that Social Media Program Reports toAccording to Social Strategists Worldwide, Q2 2010

Marketing 41%

Corporate communications 30%

Web/digital 11%

Social media/social strategy6%

Product management1%

Customer service/support1%

Other 10%

Note: n=140 social strategists at multinational companies with 1,000+employees; numbers may not add up to 100% due to roundingSource: Altimeter Group, "Career Path of the Corporate Social Strategist,"Nov 10, 2010121819 www.eMarketer.com

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Likewise, 92% of respondents to the Pivot survey said that their marketing department was involved in managing social media initiatives, while public relations played a role for 57% of respondents’ companies. (The survey sample included a heavy mix of people in marketing roles.)

Companies will likely struggle in 2011 to determine how best to manage social media marketing. A separate group may not be the best strategy, as it could have the effect of siloing social media marketing instead of integrating it.


Integration is a key challenge for marketers. While respondents to a September 2010 Econsultancy survey were likely to have at least some unity between social media and marketing or PR, that was not the case for other core business functions such as customer service, sales, CRM or product development.

% of companies* worldwide**

Integration of Social Media Activity with OtherBusiness Functions, Sep 2010

Marketing33% 52% 16%

PR and communications27% 52% 20%

Customer service10% 39% 51%

Sales7% 48% 44%

CRM/customer data6% 31% 63%

Product development/innovation5% 32% 63%

Human resources2% 24% 74%

Well integrated Some integration No integration

Note: n=338; numbers may not add up to 100% due to rounding; *client-side;**UK (72%), other Europe (10%), North America (8%) and other (10%)Source: Econsultancy, "Social Media and Online PR Report 2010"sponsored by bigmouthmedia, provided to eMarketer, Sep 29, 2010120276 www.eMarketer.com

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“As social media has become more and more integrated across various disciplines in Nokia, there is not one single budget just for that within marketing. While a couple of years ago I may have carved out a separate line item for supplemental social media activities, it is now quite integrated.” —Laurie Armstrong, director of communications at Nokia North America, in PRWeek, September 2010

What Will Drive Future Spending?

The ROI question is still not completely answered for social media, even as marketers commit to increasing budgets. This is a critical issue to resolve. Some marketers are spending based on gut instinct, or a desire to be seen as cutting-edge. But those reasons won’t satisfy chief marketing officers focused on results.

The September 2010 survey by Econsultancy found nearly half of companies worldwide still said “the jury is out” on the value of social media for their firm. This group still felt they were not able to measure the return on their social media investment—even to put a value on it relative to their other marketing activities.

% of companies* worldwide**Value Gained from Social Media Investment, Sep 2010

Note: n=347; *client-side; **UK (72%), other Europe (10%), North America(8%) and other (10%)Source: Econsultancy, "Social Media and Online PR Report 2010"sponsored by bigmouthmedia, provided to eMarketer, Sep 29, 2010120274 www.eMarketer.com

Not able to measure—the jury is out 47%

Absolutely no value—a waste of time

1%

Less value than from other marketing activity 17%

Similar return or value than from other marketing activity

20%

Greater return or value than from other marketing activity

15%

120274


SAS and the Harvard Business Review found that the top three challenges associated with social media were understanding how it could affect one’s business, measuring its effectiveness, and linking social media to company financials or ROI.

% of respondents

Social Media Challenges Faced by CompaniesWorldwide, July 2010

Understanding the potential of social media to make a differencein your business

41%

Measuring the effectiveness of social media activities40%

Linking social media activities to an impact on companyfinancials and/or ROI

31%

Improving your ability to fully utilize social media within theorganization

28%

Getting people across the organization to see the value of socialmedia activities

25%

Educating your staff on how to use social media22%

Integrating social media analytics into your broader companyanalytics

19%

Leveraging social media insights across your organization16%

Systemizing sharing of social media insights so they are quicklyaddressed by relevant department

15%

Responding to findings from social media (i.e., quicklyresolving/addressing an issue raised via social media)

15%

Capturing/analyzing online conversations about your brandproducts/services

14%

Finding qualified staff who can work on social media activities13%

Note: respondents were asked to choose the three most pressingchallengesSource: SAS and Harvard Business Review, "The New Conversation: TakingSocial Media from Talk to Action," Oct 27, 2010121437 www.eMarketer.com

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Measuring ROI will be more important than ever in 2011 in determining the future of social media spending. The strategists surveyed by Altimeter said it was their key internal objective for 2011. They recognize that now is the time to prove out the success of social media marketing beyond soft metrics such as “likes” or retweets. Putting a dollar value on social interactions will help keep the budget wheels turning.

Marketer Spotlight: PepsiCo Americas Beverages

Shiv SinghHead of Digital

PepsiCo Americas Beverages

For Shiv Singh, a pioneering social media expert and head of digital at PepsiCo Americas Beverages, social media is a part of every marketing effort—whether it’s the Pepsi Refresh Project or the Dewmocracy effort for Mountain Dew. As a result, social media is fully integrated with digital marketing campaigns for the beverage division’s brands, which include Pepsi products as well as Propel waters, Lipton bottled teas and Aquafina water.

Singh spoke with eMarketer about how PepsiCo Americas Beverages manages social media spending and battling the perception that social media is free media.

eMarketer: Does social media have a separate budget?

Shiv Singh: It’s a cornerstone of digital. It’s not separated out. What really drives spending is marketing objectives, and what programs and what ideas you want to execute against. For some brands, everything social seems a natural fit.

eMarketer: How do you manage social media marketing efforts for your brands?

Singh: There’s a certain level of spending, or activation of social, that we do [all the time]. I think of it as daily engagement through our Facebook presence, through Twitter, through developing social voices for our brands. Then, outside of that, we look at what type of consumer engagement we hope to accomplish online—such as transactional or emotional engagement.

For a specific target audience, where are we going to have the opportunity for that kind of engagement? That invariably leads us to some social platforms. We’re not marketing for social media’s sake. We’re marketing to build awareness and loyalty for our beverages—and sales.

eMarketer: How do you battle the perception that social media is free media?

Singh: My brand marketers are welcome to try doing it the free way, but invariably, 999 out of 1,000 times, it fails. When it comes to social engagement, it’s often not just a conversation on a wall or a Twitter feed, but it’s something deeper and more meaningful. It’s definitely not free. Digital, in general, may be cheaper than traditional marketing, but digital creates unique opportunities of an interactive nature that traditional media cannot.


Marketer Spotlight: General Motors

Christopher BargerGlobal Director of Social Media

GM

For the past few years, General Motors has managed its efforts on Facebook, Twitter, blogs, online video and other social media activities from within its communications group. In 2011, GM will be moving social media marketing into its brand groups. The goal is to make both budgeting and executing social media an integral part of overall marketing planning, rather than an add-on to an existing plan.

Christopher Barger, global director of social media at GM, spoke with eMarketer about the challenges of this transition and how GM allots budget for social media within digital marketing.

eMarketer: How are you budgeting for social media marketing in 2011?

Christopher Barger: Until now, social media has been led and budgeted out of communications rather than marketing. We are in the middle of social becoming part of marketing. That means there will be a bucket [of funds] for Chevrolet for the year. There’ll be a certain bucket for Volt; there’ll be a certain bucket for Cadillac. And so on.

The brand communication teams and the brand marketing teams have never budgeted their own line items [for social media marketing]. It’s all come out of [my budget]. What’s happening is that marketing rightfully is becoming more involved in the planning and the budgeting piece, and also the strategic side of it.

That means the brands are now baking social into their overall marketing budget.

It’s incorporated into all the programs. So, if you’re launching a vehicle, you just increase the amount of money that goes into the vehicle launch program in order to accommodate social tactics as well.

eMarketer: That’s going to happen with other marketers, and GM may be ahead of the curve in getting the social integrated into the marketing budget.

Barger: It’s been a long time in coming, so I know we finally have the right structure in place, and the right mix of skill sets and the disciplines that are involved.

But frankly, one of the things that I wish I could do over, if we were starting over again, is that we’ve been picking off [social media marketing] opportunities as they occurred to us. You know, South by Southwest is coming up, or ComiCon is going on, and gosh, wouldn’t it be great if we could get a Camaro down there? We’ve been ticking those off one by one as we see them.

Now, by getting the marketing teams more involved, we can say, these are the vehicles that are specifically being launched. These are the specific things that we’re trying to accomplish with our audiences that we’re trying to reach. Now, we can start thinking about a social strategy that is more in line with the rest of the strategy for marketing, rather than picking off opportunities piecemeal and hoping that they fit.

eMarketer: How much of a marketer’s online marketing budget do you think should go toward social media?

Barger: Companies have begun to grasp the need to move a significant portion of their marketing budget to digital. But I don’t think that nuance between digital and social is fully comprehended by everyone yet.

It’s impossible to do one well without the other. I would argue that online advertising and online marketing have their place but can very well be supplemented by campaigns of engagement with social networks. If you’re doing nothing but talking within the social networks, and it’s not tying back to your other online marketing, it’s probably not as effective as it could be.

There are other people in the GM organization who will probably have different opinions, but I’d probably want to try to go as evenly split as possible: Half of the effort you put in, both from a financial resource and a time resource standpoint, ought to be spent engaging in the networks and then trying to figure out how to physically get people into your product or experiencing your product. The other half ought to be making them aware of your product, and continuing to go where the audience goes, to do standard digital marketing.

The full interview with Christopher Barger of GM is available on eMarketer’s website.



Marketer Spotlight: Intel

Kathleen MaloneSocial Media Strategist

Intel

In early 2009, Intel created its Social Media Center of Excellence to manage the semiconductor company’s growing presence in the social realm.

Following a strategy it dubbed GROW (grassroots experimentation, results testing, operationalizing infrastructure, and widespread adoption) Intel has carved a path from experimentation to integration. As it looks forward to 2011, Intel, like other major marketers, is focused on scaling its social media activities in the US and internationally.

Kathleen Malone, senior manager and social media strategist at Intel, spoke with eMarketer about the company’s budgeting process for social media, how the Social Media Center of Excellence operates, and the challenge of ensuring that staff resources are allocated appropriately.

eMarketer: How does Intel budget for social media marketing?

Kathleen Malone: So far, we have been pretty entrepreneurial about the way that we’ve funded social media. It really follows the organic growth of social media at Intel. Advertising on social network sites gets funded out of the paid-media budget. Content creation typically comes out of our creative development funding. The Social Media Center of Excellence has been focused on funding the training, tools and infrastructure support we require to engage in social media. We’ll continue to expand this relatively new budget line item in 2011.

eMarketer: Will you change how you are budgeting for social media next year?

Malone: Yes. It’s really exciting. Intel has been an early adopter in social media, but we haven’t funded it as well as many of us would like. We like to remind management and stakeholders that social media is not free. We don’t want to tap into our paid-media budget. We want to separate those two while driving deeper integration between paid and social media.

We anticipate new funding in 2011 in three areas: expanding tools, infrastructure and analytics, because we need to expand our ability to measure and drive insight; social network site development; and campaign activation—how we foster the bigger idea that potentially scales the social graph and geographies, increases fans and adds value and engagement to our communities.

We’d like to scale social media [globally] in 2011. We’re hoping that we secure budget to move funding into this area.

eMarketer: Does that mean that budgets are expanding?

Malone: Yes, it would be an expansion and a more defined social media budget to support scaling, more interesting and dynamic social content and our enablement goals. We’re backing this up with internal processes. We’ll be driving collaboration across teams to create more synergy across our efforts and more fully realize the potential of the social graph.

eMarketer: Other marketers are making a similar transition—from experimenting with social media to incorporating it into all of their marketing. How has Intel managed that transition?

Malone: We have a great model that we’ve coined that really illustrates our adoption of social media at Intel. It’s called GROW.

Our path started off very grassroots in an organic, unstructured, open-sky sort of approach, led by some passionate early pioneers. Then we started looking at results. This is also where we got our governance and guidelines put in place.

2009 and 2010 have been more about operationalizing what we do in social media and putting the infrastructure in place. As we move into 2011, we are really focused on the scaling opportunity, but also making sure that while we are doing that we are being very strategic about how we use social media. I think we need to use it at the right time and place.

The full interview with Kathleen Malone of Intel is available on eMarketer’s website.



Conclusions

Major companies will expand social media marketing in 2011. Businesses as diverse as GM, Intel and PepsiCo are all scaling and diversifying their efforts. Even though they are still working toward solid measurement of ROI, they are resolved to push ahead.

As spending increases, other marketing channels may lose budget. Total marketing budgets in general are not increasing, so social media spending must come from other types of marketing. Early indications are that offline media and promotions may be hit first.

Creating a separate budget for social media may not be effective. The most common way to handle social media is to spread it across teams. Only a small percentage of businesses have a separate social media group. The risk of spreading it out is that instead of fostering communication and interaction across business departments, it may just create a new silo instead.

Future spending increases are tied to ROI. Although marketers are committed to using social media, they are still making some decisions based on gut instinct rather than metrics. The social media ROI debate is ripe for resolution in 2011.

Endnotes

Endnote numbers correspond to the unique six-digit identifier in the lower left corner of each chart. The charts from the report are repeated before their respective endnotes.

121697

Comparative Estimates: Percent of Online MarketingBudget Allocated to Social Media According to USCompanies, 2008-2010

Hospitality eBusiness Strategies (HeBS)*, March 2010

ITZ Belden and American Press Institute (API)**, Sep 2010

Econsultancy and Adestra***,March 2010

MarketingSherpa, Feb 2010

2008

3%

-

-

-

2009

6%

5%

-

11%

2010

8%

7%

4%

-

Note: *hoteliers worldwide; data for 2008 & 2009 are actual, 2010 is projected; includes Web 2.0 functionality; **SMBs; ***email marketersworldwideSource: various, as noted, 2010121697 www.eMarketer.com

121697

Citation: Econsultancy and Adestra, “Email Marketing Industry Census 2010,” provided to eMarketer, March 10, 2010; Hospitality eBusiness Strategies (HeBS) as cited in company blog, March 10, 2010; ITZ Belden and American Press Institute (API), “Small and Medium Business (SMB) Advertiser Surveys: September 2010,” provided to eMarketer, Sep 30, 2010; MarketingSherpa, “MarketingSherpa Social Media Marketing Benchmark Survey,” Feb 9, 2010


121698

% of respondents

Comparative Estimates: US Companies that Plan toIncrease Spending on Social Media Marketing, 2009 & 2010

King Fish Media, HubSpot and Junta42, Aug 2010

Econsultancy and Search Engine Marketing Professional Organization (SEMPO), March 2010

Ad-ology, March 2010

King Fish Media, HubSpot, Junta42 and Upshot Institute, Oct 2009

Unisfair, Sep 2009Millward Brown, April 2009

MarketingSherpa, Jan 2010

Forrester Research, March 2009

2009

-

-

-

78%

75%64%

56%

53%

2010

75%

57%

42%

-

--

-

-Source: various, as noted, 2009 & 2010121698 www.eMarketer.com

121698

Extended Note: Ad-ology data includes companies with annual revenues of at least $2 million and includes social media, viral and word-of-mouth (blogs, internet communities). Econsultancy and Search Engine Marketing Professional Organization (SEMPO) data is an eMarketer calculation and includes client-side marketers in North America. Forrester data includes companies with 250+ employees. MarketingSherpa data is an eMarketer calculation. Millward Brown data includes client and agency executive-level marketers.

Citation: Ad-ology, “Attitudes on Agencies,” provided to eMarketer, March 3, 2010; Econsultancy and Search Engine Marketing Professional Organization (SEMPO), “State of Search Engine Marketing 2010,” provided to eMarketer, March 25, 2010; Forrester Research, “Q4 2008 Global Social Media Planning Online Survey” as cited by ReadWriteWeb, March 16, 2009; King Fish Media, HubSpot and Junta42, “2010 Social Media Usage, Attitudes and Measurability: What Do Marketers Think?,” Aug 11, 2010; King Fish Media, “2009 Survey on Marketing, Media and Measurement” co-sponsored by HubSpot, Junta42 and Upshot Institute, Oct 14, 2009; MarketingSherpa, “2010 Social Media Marketing Benchmark Report” as cited in press release, Jan 4, 2010; Millward Brown as cited in press release, April 27, 2009; Unisfair, provided to eMarketer, Sep 14, 2009

121699

% of total


2008

42%

2009

58%

2010

73%

2011

80%

2012

88%


121699

Extended Note: Data includes use of any of the proprietary public-facing social media tools for marketing purposes, including blogs, microblogging, photo- and video-sharing, podcasting, ratings and reviews, social games, social networks, virtual worlds, widgets and applications, wikis, etc.


121700

% of total

Comparative Estimates: US Companies Using SocialMedia Tools for Marketing Purposes, 2008-2012

White Horse, May 2010*

White Horse, May 2010**

Digital Brand Expressions, June 2010Panda Security, Sep 2010Alterian, Aug 2010eMarketer, Nov 2010King Fish Media, HubSpot andJunta42, Aug 2010PRWeek and MS&L Group, Sep 2010

Pivot Conference, Aug 2010Chief Marketer, April 2010

University of Massachusetts Dartmouth Center for MarketingResearch, Nov 2009

eROI and eMarketing + Commerce(eM+C), Feb 2010

Equation Research, Aug 2009

Unica, March 2010

2008

-

-

---

42.0%-

-

--

77.0%

-

-

-

2009

-

-

---

58.0%-

63.0%

-34.3%

91.0%

69.0%

59.0%

58.0%

2010

86.0%

82.0%

78.0%77.5%74.8%73.0%72.0%

71.0%

63.0%58.3%

-

-

-

-

2011

-

-

---

80.0%-

-

--

-

-

-

-

2012

-

-

---

88.0%-

-

--

-

-

-

-Note: *B2B marketers; **B2C marketersSource: eMarketer, Nov 2010; various, as noted, 2009 & 2010121700 www.eMarketer.com

121700

Extended Note: Alterian data includes those who were “extremely” and “somewhat engaged.” eMarketer data includes companies with 100+ employees. eROI and eMarketing + Commerce (eM+C) respondents are mostly US-based. Panda Security data includes companies with 15-1,000 employees. Unica data is for North America; University of Massachusetts Dartmouth Center for Marketing Research data includes Inc. 500 companies.

Citation: Alterian “Engaging Times Summit,” Aug 24, 2010; Chief Marketer, “2010 Interactive Survey,” April 1, 2010; Digital Brand Expressions, “Social Media Without a Parachute,” provided to eMarketer, June 21, 2010; Equation Research, “2009 Marketing Industry Trends Report,” Aug 18, 2009; eROI and eMarketing + Commerce (eM+C), “Online Marketing Trends: What Worked in 2009 and What to Expect in 2010,” provided to eMarketer, Feb 1, 2010; King Fish Media, HubSpot and Junta42, “2010 Social Media Usage, Attitudes and Measurability: What Do Marketers Think?,” Aug 11, 2010; Panda Security, “1st Annual Social Media Risk Index for Small to Medium Sized Businesses,” Sep 14, 2010; Pivot Conference, “Marketers’ Current and Future Use of Social Media” conducted by Extra Mile Audience Research, Aug 24, 2010; PRWeek and MS&LGroup, “Social Media Survey 2010;” eMarketer calculations, Sep 8, 2010; Unica, “The State of Marketing 2010” conducted by Salloway & Associates, provided to eMarketer, March 10, 2010; University of Massachusetts Dartmouth Center for Marketing Research, “Social Media in the 2009 Inc. 500: New Tools & New Trends,” Nov 17, 2009; White Horse, “B2B Marketing Goes Social,” May 18, 2010


Related Information and Links

Related Links

Altimeter Group http://www.altimetergroup.com

Direct Marketing Association http://www.the-dma.org

Econsultancy http://econsultancy.com

PRWeek http://www.prweek.com

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