Social Media

July 2012

BRANDGYM RESEARCH PAPER 6

By David Taylor Managing Partner

Can social media show you the money?

www.thebrandgym.com

Can social media show you the money?

About the research

The first part of the research was with over 100 senior marketing professionals across Europe, Africa, Asia, the USA and Latin America, covering a broad range of sectors. In addition, we did research with 1000 consumers each in the UK and USA, to compare their actual use of social media* with how marketers think they use it. Read on to see how wrong most marketers are! We have brought to life the findings with examples from our work on brandgym projects, and through interesting case studies we have come across in our blogging and book writing.

* To clarify, this study focuses on the creation of content using social media (e.g. Facebook pages, Twitter feeds) and not online advertising on social media sites.

In this, our 6th global survey, we ask “Can Social Media Show you the Money?”.

The brandgym partners

Introduction

Social media is a red-hot topic today. Social media is sexy, shiny and new. And it’s also a bit scary, with headlines screaming that the whole world of marketing is changing, and that ‘old’ media like TV advertising is dead. However, data on the brand and business building effects of social media is thin on the ground. We felt it was time to cut through the hype and hysteria around social media, to better understand the role it can play. We wanted to find out: “Can social media show you the money?” How social is your brand?: accepting the limitations of social media, what role can it play for your brand? What consumers really want: the real reasons for consumers using social media from brands are not what marketers think. Key platforms : Which social media channels to focus on, and why.

Hype

SOCIAL MEDIA MARKETING

More Hype

In this paper we look at the following areas:

Why social media is hot: what are the key drivers of social media...