Overview:
Since their appearance, social media networks have profoundly change the way that businesses communicate with their customers. The B2B landscape is no exception and B2B marketers have gradually opened up to the integration of social media in their companies’ policy and strategy. However, this process is still at an early stage: approaching social media is time-consuming and requires a specific grounding that not all B2B organisations have at present.
This Benchmarking Report is designed to provide the most definitive picture yet of B2B marketers’ attitudes to social media. It offers insights into B2B social media activities already deployed, highlighting the processes B2B companies currently adopt to define budget and resource allocation in this channel and the tools and technique they choose to enact. It also offers an overview on how B2B companies deal with measurements, marketing spends and ROI demonstrations when it comes to social media. The Social Media Benchmarking Report was produced in association with Circle Research. 
This research will help you:
- Benchmark your current social media activity – enable comparison with other B2B marketers and brands on activity, spend and ROI.
- Qualify your own results – determine whether you are maximising the potential of your activity or spend.
- Evaluate and optimise your social media tools and techniques – define criteria and usage strategies and understand effectiveness.
- Optimise your future spending plans – enable the right social media strategy to be utilised and delivered going forward.
- Rationalise your activities - enable the right social media strategy to be utilised and delivered going forward.
- Enhance your measurement tools and strategies.
Overview of contents:
Section 1 – About the respondents
1.1 Size of respondent companies
1.2 Business activity of respondents
1.3 Roles of respondents
Section 2 – Personal understanding and engagement with social media
2.1 Personal understanding of social media techniques
2.2 Social media training
2.3 Personal involvement with social media marketing activity
Section 3 – Current social media activity
3.1 Current usage of social media as part of marketing activity
3.2 Management of social media activity
3.3 Integration of social media
3.4 Social media strategies
3.5 Social media strategy development
3.6 Objectives for social media
3.7 SEO and social media convergence
3.8 Audiences or customer focus
3.9 Key challenges
Section 4 – Budgeting and resource allocation
4.1 Specific budget allocation for social media
4.2 Proportion of budget allocated to social media
4.3 Expectations for change in social media budget allocation
4.4 Time and resource allocation to social media
4.5 Expected change in marketing time and resource allocation
4.6 Use of external resources
Section 5 – Social media tools and techniques
5.1 Types of social media techniques currently in use
5.2 Usage of different social networks
5.3 Usefulness of different social networks
5.4 Frequency of social media engagement
5.5 Effectiveness of specific social media channels
5.6 Use of commercial services from social networks
Section 6 – Effectiveness and measurement
6.1 Comparison of social media effectiveness against other channels
6.2 Effectiveness of social media for specific marketing objectives
6.3 Ability to demonstrate ROI
6.4 Use of social media for lead generation
6.5 Use of technology to track social media activity
6.6 Social media monitoring technology
Who should buy this guide?
- Marketing directors
- Heads of marketing
- Marketing managers
- Marketing executives
- Heads of social media
- Anyone involved in the process of defining – or re-defining social media strategies
Who should buy this guide?
This benchmarking report is an essential resource for B2B marketers seeking to evaluate and appoint marketing communications agencies, for strategic or tactical relationships.
