1. The 6th Annual C O M M SD I R E C T O RSS U R V E Y 6/29/2011 1 1st July 2011 Copyright - Brands2Life 2011
2. Background 100 Communications Directors polled 31% report to the CEO, 33% to Marketing Director 84% of the businesses turnover in excess of £100m; 41% over £1bn Industry sectors 21% Financial services 21% Tech & comms 18% Manufacturing 11% Media & entertainment 10% Retail/CPG 10% Healthcare 9% Energy & utilities Interviews undertaken by Vanson Bourne in May and June 2011 6/29/2011 2 Copyright - Brands2Life 2011
3. Key Findings Integration of communications is top priority for Comms Director role Digital and social media strategy and execution is high on the agenda Comms Directors still don’t have enough time to think strategically Pressure on budgets said to be easing slightly (but some called it wrong last year) Just under a third of PR budgets spent on digital and social media on average Social media channels, such as Facebook and Twitter, are now key journalist communications tools 6/29/2011 3 Copyright - Brands2Life 2011
6. What are the three most pressing issues facing your team? #1 Lack of time to think strategically (46% up from 42% in 2010) #2 Expectations to do more with less resource (42% up from 36%) #3 Lack of headcount/headcount freeze (37% down from 45%) 6/29/2011 6 Copyright - Brands2Life 2011 Ownership of the digital world Up from 17% to 30% Lack of financial resources Down from 38% to 29%
7. Are budgets improving? Decreased No change Increased 6/29/2011 7 Copyright - Brands2Life 2011
8. Are budgets meeting expectations? Decrease No change Increase 6/29/2011 8 Last year 31% said they anticipated a budget cut but 51% actually received one. Copyright - Brands2Life 2011
9. Impact of the recession 6/29/2011 9 What has been cut or reduced due to the recession? Copyright - Brands2Life 2011
10. Impact of the recession 6/29/2011 10 And what is vulnerable to cuts moving forward? Copyright - Brands2Life 2011
11. Where do you get ideas from? 6/29/2011 11 78% 60% 42% 76% 38% 29% 69% 26% 32% 48% 48% 33% 24% 33% 30% Copyright - Brands2Life 2011
12. Talking to journalists 6/29/2011 12 What techniques are being used to communicate with journalists? Copyright - Brands2Life 2011
13. Press Release - Electronic 67% Which techniques do you use to communicate with journalists all the time? 6/29/2011 13 Facebook 64% Social Media Newsroom 31% Twitter 61% Social Media Press Release 28% Photos and still visuals 8% Press Release – Hard Copy 9% Infographics 13% Audio (Podcasts etc) 9% Press Conference and Briefings 15% Videos 6% Copyright - Brands2Life 2011
15. How do you measure the value of your comms work? Not asked in 2010 6/29/2011 15 Copyright - Brands2Life 2011 Share of Voice vs Competitors 44% Coverage volume and messages Up from 60% to77% Changes in awareness and favourability tracked by third party Down from 47% to 42% AVES Down from 39% to36% Enquires and sales leads generated by PR Down from 44% to34% URL click-throughs Up from 45% to 49% # of followers on social media channels Up from 28% to40% CPM 21%
16. The rise of social media 6/29/2011 16 Total PR budget – Average spend on digital and social media Social Media Digital PR Copyright - Brands2Life 2011
17. Digital - Responsibilities 6/29/2011 17 Do you and/or your department have responsibility for any of the following digital marketing areas? Which do you think your team should have control of? Copyright - Brands2Life 2011
18. The rise of social media 6/29/2011 18 What has been implemented in the past year? Copyright - Brands2Life 2011 (Facebook, MySpace, LinkedIn, etc)
19. The rise of Twitter 6/29/2011 19 What is the comms directors’ experience of Twitter? Copyright - Brands2Life 2011
20. Time spent on CSR 6/29/2011 20 What’s happened to the amount of time spent on CSR over the past year? Copyright - Brands2Life 2011
21. Money spent on CSR 6/29/2011 21 What’s happened to the amount of money spent on CSR over the past year? Copyright - Brands2Life 2011
