Business to Business Social Media

"In this day and age, you must do whatever it takes to get more brand exposure. Why not use free social media tools?" JASON HENNESSEY, Director of SEO of Everspark Interactive BUSINESS-TO-BUSINESS social media ON THE RISE 86% BUT B2B firms aren't as active in their social media activity. of B2B firms are using social media, compared to Only 32% engage on a daily basis, 82% of B2C firms Source: March 2010 White Horse marketing survey compared with 52% of B2C firms. E36% B 46% E 60% B10% of B2B companies surveyed said there was of B2B respondents said social media was of B2B firms reported they have no staff dedicated to social of B2B firms use outside perceived as irrelevant to their company, while only 12% of B2C firms agencies or social media consultants, compared with 28% of B2C firms. low executive interest in social media in their firm, compared with 9% of B2C marketers media, compared with 54% of B2C companies with no dedicated social reported the same problem. Source: March 2010 White who said the same. media staff. Horse marketing survey PREDICTED GROWTH 2009 B2B spending on interative B2B spending specifically on social media marketing will $2.3 billion marketing is forecast to 2014 predicted $4.8 billion grow from just $11 million in double in the Spending is predicted to reach 2009 to $54 million in 2014. $4.8 billion by 2014, 2009 next 5 years. $11 million almost double the estimated 2014 $54 million Source: March 2010 Forrester Research B2B Interactive Marketing Forecast $2.3 billion spent in 2009. TOOLS & USE Only 50% Asked to rate the effectiveness of specific social media of B2B sites in their marketing efforts, more than half marketers formally analyze the respondents said that Facebook was "extremely" metrics to judge ROI – but or "somewhat" effective. those that do find online Somewhat fewer said the same of LinkedIn, marketing more effective and just 35% considered Twitter effective. than traditional marketing. Source: April 2010 AMR International report on B2B marketing in the United States Source: Outsell's Annual Advertising and Marketing Survey 2010 GROWTH AREAS "Do develop a vision and define goals for social media. Do begin 39.2%. of B2B marketers say they plan to boost their marketing budgets in 2010. 39.2% 47.5% 13.3% to explore social media tools. 47.5% plan to keep their budgets flat; and 13.3% plan to decrease them. Don't replace established online marketing with social Within online marketing, the top areas that will see spending increases from B2B firms include: media. Don't look at social website development email marketing 70.7% plan increases media as a stand-alone 68.6% 62.3% marketing tool." search marketing social media 60.3% CHRIS CHARITON, video 50.7% Vice President of Marketing Services and Product Management for GlobalSpec webcasts 46.0% Source: BtoB "2010 Outlook" survey SOURCES Outsell's annual survey: http://www.cutselinc.com/services/products/919 amual advertising and marketing study 2010 total us-and corsumer-advertising AMR International report: htp://www.amrinternational.com/reports/b2b_online_marketing_in_the_united_states_assessment_and_forecast_to_2013 Forrester Research forecast: htp/forester.com/tb/Researchvb2b_interactive_spend_will double_by_2014/gid/56417/2 White Horse marketing survey: btobonline.com/assets/pdf/C169753512. pdf Btoß "2010Outlook"survey: http://www.btobonline.com/section/priorities2010 Research by Alexander Hotz Graphic by LISAWAANANEN for Mashable.com