Report: Social Media Marketing Up During Recession

Great information Jeremiah. I think this has less to do with the recession (some companies are actually doing okay) and more to do with the fact that companies are seeing this is as a vital prong in the media landscape. And, as I wrote today – we don’t really need “social media experts” – we need good marketers. All marketers should understand social media by now. A core element of being a communications professional is staying at the edge of how society communicates.

The great thing about social media is there are no set rules. However in order to have fun and make any type of name for yourself in it you have to realize what your agenda is for it. Very few people who are heavily involved don’t have some type of plan behind what they are doing.

It’s no different for an entire brand.

I was searching for a post like this – and now here it is! Thanks Jeremiah – this is helpful to me in what I am trying to accomplish…

Thanks for the information, Jeremiah. This is great news for those in PR. Still, it seems as though there is a lot of enthusiasm surrounding social media, but very little actual coherent strategy.

Right on Jeremiah. I think now that the social media is well beyond mainstream, the executive level is taking notice and are allowing the move from ‘experiment’ to strategic execution. Also due to the low barrier to entry, low hard costs, and potential returns.

Wow. Great information to share here.

I definitely agree with your point that as more and more companies start incorporating social media into their communications and business operations, the need for strategy is more important than ever (recession or not).

[...] Marketing: Companies Increasing Social Media Spend and Usage A new Forrester report shows that 53% of companies surveyed plan to increase their focus on the use of social media [...]

well keeping in mind that as you indicate budgets are coming off a very low base – But this just makes sense. Just as Zappos uses social media the social media “spend” can come out of other budgets = Social Media is not just marketing , it is customer service, it is communications, it is PR, and much much more.

http://twitter.com/A_F

One area where I think social media could have a much bigger role is having doctors use it to help manage their patient communication. For instance, if they are running late with their appointments that day (or cancelling them to go to emergency surgery), Twitter is a quick and easy way to communicate their status.

Andrew, we polled marketers for this. In many cases most social media budgets are within the marketing department. No doubt there will be spill over to other departments.

Jeremiah,

Thank you for this great post. I was explaining to a potential client last week that social media is part of the overall marketing strategy. The client only wanted to discuss the social media because Twitter has been on nearly every news cast and talk show for the last few weeks.

Schenkel’s point about customer service is also well thought out.

Jeremiah,

This seems to be consistent with what we also hear from clients. It seems to me that the “kick-the-tire” era of social media is giving way to a more integrated focus within marketing, global insights and customer relationship management. Thanks for the new data.

Mike

[...] Social Media Marketing Up During Recession [...]

This makes sense. The social landscapes are basically free to use just require time and patience but to launch an offline campaign you cold hard capital. With social media you need to restructure a few job titles in the department and you can at least get started.

[...] http://www.web-strategist.com/blog/2009/03/16/report-social-media-marketing-up-during-recession/ [...]

Great news! I think that being aware and participating in social media platforms are going to be beneficial for everyone.

Good point Jared, to the untrained eye it may seem that social media campaigns are whim based and without strategy or tactical components, but nothing could be further from reality. When you look at successful case studies you can see that a lot of structure and thought has been put into them.

Good article, Jeremiah!

[...] to research from Forrester Research, 53 percent of marketers are ready to increase their spending on [...]

I like the focus you emphasis strategists should put on roles and processes in their budgeting and in their execution.

If you think about a long-term strategy, setting these policies now I think are going to be extremely important. How would long term strategies and social media budgets change if this increase gets follied by bad experimenting.

Education, policies, and roles are a bet on the long term.

[...] notes – is one of the few marketing tactics/areas that isn’t being affected by these cuts. Owyang specifies on his blog that 53% of marketers are determined to increase their social media budget during a recession, while 42% [...]

Jeremiah – did you see this post done by Lee Odden previously:

Both of your data reflects each others:
http://www.toprankblog.com/2009/03/social-media-marketing-tops-digital-marketing-tactics-for-2009/

Social Media Marketing Up During Recession…

I’m sitting across the street from the SXSW convention center, yesterday the organizer Hugh Forrest told me that attendees to the Interactive portion (a great deal with a focus on social) was up aprox 20% (just an approximation). I’ve seen many soc…

I think a lot of people are attempting to figure out how to manipulate social media as a marketing tool. Love to hear any tips they shared at the conference.

I actually came across a great article recently on NetBanker that focused on banks and credit union’s use of Twitter (http://www.netbanker.com/2009/03/banks_and_credit_unions_on_twitter.html). The interesting thing here is that the banks getting the most out of their Twitter accounts are those using social media to handle customer relations. They’re not trying to market so much as they’re trying to be transparent and handle concerns as they arise online. I think that those unsure of how to approach social media should understand that this is an opportunity to be yourself and help brand your company as honest and helpful. I believe that above all in this current economic climate, consumers aren’t wanting to be sold – they’re wanting to be reassured and educated.

My advice to anybody diving into social media with their company is to be transparent, informative and educational. This is exactly what myself and others at Banktastic.com were pushing when we released the TIE Principles (http://banktastic.com/posts/51-the-tie-principles).

Great post. Thanks for sharing!

[...] report’s author says: Even though the budgets are small and growing, we recommend to our clients, in order to be [...]

Interesting article, however something is not clear to me.

SM is mostly about conversation (look at Twitter for instance) so, where this budgets will go and on which parts? Word of mouth can be sponsored, but not bought as a textlink.

Surely something should be allocated for a monitoring platform such Radian6 or Buzzmetrics, but it’d be interesting to know if for spending we are talking about moving budgets to specialised social media agencies instead of big media centers, training and recruiting internal staff dedicated to social media… etc… etc…

[...] one more from Forrester via Podcasting News. Sounds like a great lead-in to my social media breakout session at the NAMA [...]

[...] of marketers are planning on maintaining spending on social media, or even increasing it.  Thus runs a new Forrester report: In our latest research: Social Media Playtime is Over, we found that 53% of marketers are [...]

[...] news: Social Media Spending Up. Bad News: (Read on) Forrester Research finds in a December 2008 survey that 53% of marketers who are already using social media marketing will [...]

[...] heeft een rapport gepubliceerd waarin wordt aangegeven dat marketeers hun budget voor social media in deze recessietijd juist [...]

[...] the topic of investing in social media, Jeremiah Owyang said this in Report: Social Media Marketing Up During Recession… Even though the budgets are small and growing, we recommend to our clients, in order to be [...]

[...] point is summarized in the title from Forrester’s Social Media Playtime is Over.  Jeremiah K. Owyang explores how corporate spending continues to rise in the recession.  Some of the main points [...]

[...] Report: Social Media Marketing Up During Recession (web-strategist.com) [...]

[...] Research Senior Analyst, Jeremiah Owyang, writes: In our latest research: Social Media Playtime is Over, we found that 53% of marketers are [...]

[...] have some good news to report on social media marketing during a [...]

Interesting to see many companies begin to push their online campaigns through traditional marketing channels. When doing this one needs to make sure the message is the same across all channels. A confused message across channels would be disastrous.

[...] Sjá nánar hér. [...]

[...] Report: Social Media Marketing Up During Recession [...]

[...] point is summarized in the title from Forrester’s Social Media Playtime is Over.  Jeremiah K. Owyang explores how corporate spending continues to rise in the recession.  Some of the main points [...]

[...] Report: Social Media Marketing Up During Recession (web-strategist.com) [...]

[...] new Forrester report shows that 53% of companies surveyed plan to increase their focus on the use of social media [...]

[...] than institutions. Consumer adoption of social networks is increasing a rapid pace,  brands are adopting even during a recession,  so expect the space to rapidly innovate to match this trend.  Clients can access this report, but [...]

[...] Companies are continuing to invest more money in social media, which will continue to fuel the growth of social media technologies. At least some of your competitors have plans to invest more resources and increase spending on social media. Here are a few examples from eMarketer and Forrester. [...]

[...] traditional media budgets have kept shrinking in the wake of the recession, according to recent Forrester Research, “53% of marketers are determined to increase their social media budget, and 42% will keep it [...]

[...] other – rather than institutions. Consumer adoption of social networks is increasing a rapid pace, brands are adopting even during a recession, so expect the space to rapidly innovate to match this trend. Clients can access this report, but to [...]

I saw this statistic on e-marketer.. That’s crazy! I think that social media marketing agencies like us are seeing a lot of business from the shrinking print industry.

[...] og virksomheder – fortsætter. Forbrugerne tager de sociale netværk til sig med stigende hast, virksomheder tilpasser sig, selv i nedgangstider, så forvent hurtig innovation og tilpasning til denne tendens. Kunder (hos Forrester) kan få [...]

[...] –rather than institutions. Consumer adoption of social networks is increasing a rapid pace,  brands are adopting even during a recession,  so expect the space to rapidly innovate to match this trend.  Clients can access this report, but [...]

[...] de s’arrêter. L’adoption des réseaux sociaux par les consommateurs augmente rapidement, et même les marques s’y mettent  alors que nous sommes en période de récession. Attendez-vous donc à voir apparaître pas mal d’innovations dans le secteur. Les clients [de [...]

[...] http://www.web-strategist.com/blog/2009/03/16/report-social-media-marketing-up-during-recession/ [...]

[...] antar institusi. Pengunaan Social-media oleh pengguna Internet meningkat begitu pesat, berbagai perusahaan juga mengadopsi bahkan pada saat resesi, jadi berharap akan ada inovasi baru yang sesuai dengan tren ini. Klien dapat mengakses laporan ini [...]

[...] vi oss kommer att fortsätta. Konsumenter anammar sociala nätverk i en allt snabbare takt,  trots lågkonjunktur ser vi samma trend hos företag och för att matcha denna utveckling kommer nätverken och [...]

[...] às outras – e não a instituições, a adoção das redes sociais aumentando a passos largos, as marcas adotando mesmo durante uma recessão. Então espere também que o espaço inove rapidamente para acompanhar esta tendência. Segue [...]

Я, хоть и не ваш постоянный читатель, но всё же выскажу свое мнение. На ваш блог попал случайно. Однако узнал много чего нового и интересного. Так что, как говорится, ПЕШЫ ИСЧО

[...] –rather than institutions. Consumer adoption of social networks is increasing a rapid pace, brands are adopting even during a recession, so expect the space to rapidly innovate to match this trend. Clients can acces this report; but to [...]

[...] report by Jeremiah Owyang, the senior social media analyst at consultancy Forrester Research, titled Social Media Playtime is [...]

Премного благодарен за то что просветили, выводы соответствующие сделаем.

[...] השימוש של גולשים ברשתות חברתיות גדל בקצב מסחרר, ומותגים מאמצים את המדיה החברתית גם בזמן מיתון, אז יש לצפות שהתחום יזדרז ויחדש כדי להדביק את המגמה. [...]

[...] certainly need to connect with others to find new job opportunities. Furthermore, we’ve found that 53% of marketers have decided to increase their social media spend during a recession on social, however it’s important to note we’re not talking about [...]

[...] de recherche de Forrester intitulé Social Media Playtime Is Over, faisait remarquer sur son blogue que la principale raison du phénomène était reliée aux faibles coûts des outils utiles pour se [...]

[...] and certainly need to connect with others to find new job opportunities. Furthermore, we’ve found that 53% of marketers have decided to increase their social media spend during a recession on social, however it’s important to note we’re not talking about sizable [...]

Social Media marketing is now become very important to promote brands to other people and market services. I agree with you thats its really an effective web strategy.

Social Media Marketing scope is growing very fast to promote brands online and by the help of social media a brand can reach up to millions of people today.

[...] Breakdown of Advocacy Marketing Categories: Advocacy, Social MediaPosted on January 9th, 2010 The recession has been great for social marketing, in fact, I feel it’s spurred the industry on. With overall reduced marketing budgets, [...]

[...] recession has been great for social marketing, in fact, I feel it’s spurred the industry on. With overall reduced marketing budgets, companies [...]

[...] Breakdown of Advocacy Marketing. 11 Jan 2010 The recession has been great for social marketing, in fact, I feel it’s spurred the industry on. With overall reduced marketing budgets, companies [...]

I agree with what you are saying here, usage of social media sites is likely to increase whilst budget and advertiser focus on them is like to be reduced during tough times.

I have a Scottsdale SEO company that has been doing my Internet Marketing and I am impressed at the amount of search engine exposure I have received and the value it has brought to my marketing efforts.

well nice info.share you just tell the marketers another way of marketing in a less budget & i think social media is one of the way

[...] –rather than institutions. Consumer adoption of social networks is increasing a rapid pace, brands are adopting even during a recession, so expect the space to rapidly innovate to match this trend.  Clients can access this report, but [...]

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[...] 2009, web-strategist.com published research that found 53% of marketers determined to increase social media budgets during the [...]

Social media marketing isn't going to slow down, it can be very cheap and has the potential to reach bucket loads of people! Combine it with email marketing and you've got a winning strategy!

[...] –rather than institutions. Consumer adoption of social networks is increasing a rapid pace, brands are adopting even during a recession, so expect the space to rapidly innovate to match this trend. Clients can acces this report; but to [...]

[...] really putting in the time and effort to make their campaigns successful. A recent blog post from Jeremiah Owyang, senior analyst for Forrester Research, took a more critical look at all the buzz around the social [...]