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Results of 4A’s Member Survey -Marsha Appel – 4A’s SVP, Research Services The Social Tools Landscape for Agencie PowerPoint Presentation
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Social Media Monitoring & Analysis Tools For Your Agency. July 18, 2013 1-2 PM EDT Twitter: #4AsWebinars. Results of 4A’s Member Survey -Marsha Appel – 4A’s SVP, Research Services The Social Tools Landscape for Agencies and Clients -Chris Damsen – Netvibes , VP Business Development

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Social Media Monitoring & Analysis Tools For Your Agency

July 18, 2013 1-2 PM EDT

Twitter: #4AsWebinars

Results of 4A’s Member Survey

-Marsha Appel – 4A’s SVP, Research Services

The Social Tools Landscape for Agencies and Clients

-Chris Damsen – Netvibes, VP Business Development

-Vincent Chang – Netvibes, Director Strategy, UX & Marketing

Q&A

-Joe Marranca – 4A’s Webmaster

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Social Media Monitoring & Reporting

Results of 4A’s Member Survey

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Purpose

  • The survey was intended to:
    • Determine current state of social media monitoring and reporting activities among member agencies
    • Set stage for further research, identification of trends, best practices
    • Assess level of interest in webinars, other training, etc.
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Key Results

Respondent Demographics

Business Practices

Sentiment and Future Outlook

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I. Respondent Demographics

  • 89 responding agencies
  • 81% are general, “full service” agencies
  • Breakout by size of agency:

“What is the total number of full-time employees in your agency?”

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I. Respondent Demographics

  • 80% of respondents handle social media monitoring for clients
  • We asked the 20% who do not perform this function how their clients handle it:

“How is social media monitoring handled by your clients?” (Multiple responses permitted)

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I. Respondent Demographics

  • The responsibility for social media monitoring does not reside in one consistent place among responding agencies
  • Digital departments were the lead response – but not by a large margin

“Which department at the agency is primarily responsible for social media monitoring for clients?”

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II. Business Practices

  • Social media monitoring tools:
    • A wide variety of tools in use among survey respondents
    • Only three clear leaders
    • Wide variety of metrics being monitored

“What tools do you use for social media monitoring and reporting?” (Multiple responses permitted)

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II. Business Practices

  • Reporting frequency and method:
    • Monthly is the most common reporting period
    • Presentation format most widely used

“How are your results from social media monitoring presented to clients?” (Multiple responses permitted)

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III. Sentiment and Future Outlook

  • Responses regarding challenges were mixed:
    • Overall, agencies believe they are doing a good job (53%)
    • Agencies say clients are satisfied (73%)
    • It is difficult to find people with appropriate skills (56%)
    • Too many tools; hard to know which ones to use (69%)
    • Integrating output from multiple tools is difficult (66%)
    • There is a lack of good benchmarks (73%)
    • Agencies say they prove ROI (46%) – but also say that clients don’t understand the value of social media (54%)
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III. Sentiment and Future Outlook

  • Social media monitoring and reporting activity is increasing:
    • 83% engage in it more than they did a year ago
    • 90% expect their activity to increase over the next 12 months
    • 47% plan to purchase more monitoring tools in the next year
      • Only 10% said they do not plan to purchase more tools
    • 90% interested in attending a webinar