This presentation enables B2B marketing agencies to benchmark their social media activity against those of their peers Findings are based on 251 interviews with B2B marketing agency professionals conducted in June/July 2011 The survey was conducted by B2B research specialists Circle Research on behalf of B2B Marketing magazine

1. Benchmarking Agency Social Media Activity11th August 2011

3. Findings based on 251 interviews with B2B marketing agency professionals conducted in June/July 2011

5. Which of the following did your organisation use to develop its approach to social media? Comparison of different social media tools Competitor research Internal and agency brainstorming Research into target audience behaviour Gut feel Research into target audience attitudes Research to identify key opinion formers Other I don’t know Base: All agency respondents with a social media strategy (197)

6. Below is a list of potential reasons to use social media as a marketing tool. Which three would you say are the most important objectives for your organisation? Total 58% 47% 41% 40% 29% 27% 23% 12% 8% 4% 3% 0% 6% Base: All agency respondents (251)

7. When planning your social media activity, do you consider how it will impact on SEO? Base: All agency respondents (251)

8. In your experience, to what extent is social media effective in targeting these audiences? Media contacts Senior management Middle management External analysts C-suite execs NET: 21% 55% 36% 64% 79% Base: Agency respondents who target: C-suite execs (107); senior management (184); middle management (158); media contacts (102); external analysts (50). Net score calculated by subtracting negative from positive scores

9. Do you have a specific budget for social media? Base: All agency respondents (251)

10. Budget vs. time allocated to social media Base: All agency respondents who responded to the question (216/233)

11. As a percentage of total marketing spend, do you expect your spend on social media to increase or decrease over the next 12 months? Base: All agency respondents who knew whether their organisation had a specific budget (240)

12. Do you expect the amount of time your organisation spends on social media to increase or decrease over the next 12 months? Decrease slightly; 0% Decrease significantly; 0% Base: All agency respondents who knew how much time they dedicated to social media (233)

13. Which of the following social media techniques are you currently using? Company activity on social networks Proprietary online community Company blog Online PR Base: All agency respondents (251)

14. What’s the extent of your organisation’s presence on the following social networks? Industry specific community Base: All agency respondents whose organisations currently use social networks (238)

15. In your opinion, which three social networks are most useful to your organisation at present and which three do you think will be most useful in 12 months time? Industry specific community I don’t know Base: All agency respondents whose organisations currently use social networks (238)

16. On average, how many times a month does your organisation or designated individual/s representing your organisation tweet? 50% Mean = 62 Tweets per month Base: All agency respondents with a Twitter account (182). Excludes don’t knows

17. On average, how many times a month does your organisation or designated individual/s representing your organisation blog per month? 50% Mean = 8 Blogs per month Base: All agency respondents with company blogs (157). Excludes don’t knows

18. On average, how many times a year does your organisation or designated individual/s representing your organisation post videos on its YouTube account 50% Mean = 14 YouTube videos per month Base: All agency respondents with YouTube accounts (114). Excludes don’t knows

19. Which social networks have you bought promotional services (such as advertising) from in the past 12 months? Industry specific community None Base: All agency respondents whose organisations currently use social networks (238)

20. Below are some measurements of social media engagement. Please indicate how many people follow your organisation’s Twitter account Mean = 1550 50% Twitter followers Base: All agency respondents with a company Twitter account (167). Excludes don’t knows

21. Below are some measurements of social media engagement. Please indicate how many people subscribe to your company blog Mean = 922 50% Blog subscribers Base: All agency respondents with a company blog (52). Excludes don’t knows

22. Do you currently use social media to generate leads? Base: All agency respondents (251)