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MarketingSherpa's 2010 Social Media Marketing Benchmark Report

(March 2, 2010) What Social Media Marketing Objectives are Organizations Targeting and Measuring?

MarketingSherpa's 2010 Social Media Marketing Benchmark Report

MarketingSherpa's 2010 Social Media Marketing Benchmark Report

There is no denying that social media is changing the way companies communicate in the pursuit of brand building and commerce. Social media is continuously evolving, and staying abreast of its impact and potential is critical to the success of your business.

MarketingSherpa's 2nd edition of the Social Media Marketing Benchmark Report comes at a critical point in the emergence of social media marketing as it evolves from a tactical approach to a more strategically-focused practice. To achieve social media success, marketers need to graduate from tactical novice to strategic practitioner. This benchmark report provides the blueprint for achieving this goal.

The benchmark report data, derived from 2,317 marketing experts with a wide range of expertise, provides powerful charts and insights to help B2B and B2C marketers assess what works (and what doesn't) in social media marketing. It also defines a practical method for mapping an effective blueprint for social marketing success.

Sherpa's Social Marketing ROAD Map and Maturity Model
Lacking an effective social marketing strategy presents a significant challenge to marketers. Without a clear strategy, success is rarely achieved, as tactical-based approaches can lead to inconsistent communication and execution. Many organizations have jumped into social media by starting a blog, or a Facebook, LinkedIn or Twitter account, without first plotting a course to achievable objectives.

To guide marketers through this challenge, MarketingSherpa created the Social Marketing ROAD Map, a practical method for developing an effective social media strategy.

The Social Marketing ROAD Map consists of these four elements:
    Research - Gathering intelligence on target audiences, social use and competition
    Objectives - Defining objectives aligned with target audiences and social metrics
    Actions - Creating a social marketing strategy with a definitive plan of action
    Devices - Deploying social platforms based on audience, objectives and strategy
Introduced in conjunction with our ROAD Map, the Social Marketing Maturity Model determines how far an organization has progressed in the systematic use of each ROAD Map element. It measures social media in three phases:
    Phase I: Trial - no process is used and social platforms are implemented first
    Phase II : Transition - an informal process is used and randomly performed
    Phase III: Strategic - a formal process is used and routinely performed
Read the Executive Summary

Colleen Gildea
colleen@interbiznet.com

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