How Engaged is Your Brand

ALTERIAN INFOGR APHIC: HOW ENGAGED IS YOUR BRAND? 7 out of 10 marketers have little understanding of social media conversations surrounding their brands Alterian's 8th annual survey of marketers indicates that although digital marketing expenditures are set to increase in 2011, engagement levels and analytical competency are still limited. Here are some of the highlights of the survey (1,462 people surveyed). UNDERSTANDING SOCIAL MEDIA BUZZ What level of understanding do you have about the social media conversations happening around your brand or that of your clients? None 2.65% Very little O 28.78% O 38.59% 70 We're using a few ad-hoc tools of those surveyed are not reporting regularly to management regarding the social media % conversations happening around their brand. O 30.01% We're reporting regularly to management $$$ OVERALL VS. DIGITAL MARKETING BUDGETS How do you expect your overall marketing expenditure, or that of your typical client, to change over the next 12 months? How do you expect your social/digital marketing expenditure, or that of your typical client, to change over the next 12 months? Decrease greatly (2 25%) 2.10% Decrease greatly (2 25%) 0.96% Decrease slightly (5-25%) 7.67% Decrease slightly (5-25%) 3.50% Maintain the same investment 25.63% Maintain the same investment 14.12% Increase slightly (5-25%) O 48.53% Increase slightly (5-25%) 51.70% Increase greatly (2 25%) 8.93% Increase greatly (2 25%) O 22.93% Not yet determined 7.10% Not yet determined 6.79% 75 expect social/digital marketing expenditures % to increase. of those surveyed 57 expect overall marketing % expenditures to increase A ARE BRANDS AT RISK? (On the basis of the questions above,) overall do you feel your brand is at risk from not being as engaged with customers as it should be? Our brand is not at risk; we are fully engaged with our 22.71% customers Somewhat at risk; we 57.04% recognize the problem areas and are taking action 77 of those surveyed feel their brand is at least somewhat at risk of not being as engaged % with customers as it should be. At risk; we know we need to better engage but haven't taken action 12.77% At risk with some major 7.47% concerns; we don't know where to start > To download the full 8th Annual Alterian Annual Survey report, please visit www.alterian.com/AnnualSurvey.