Coca-Cola and Nike are leading the way in social media marketing, according to a study of behaviour and attitudes towards social media from the Internet Advertising Bureau (IAB).
Although IAB claims the discipline has a lot of growing up to do, the study revealed that some 20 per cent of industry respondents cited Coke as one of three brands “doing social particularly well”.
Coca-Cola was then closely followed by Nike (15 per cent) and Virgin at 12 per cent.
Conducted on behalf of IAB by ICM, research found a big difference between agencies and brands. When assessing the most important factors in creating a social successful campaign, ‘budget’ led the way among agencies (14 per cent) compared to ‘engaging content’ among brands at 28 per cent - over twice that cited by agencies (13 per cent).
Alex Kozloff, IAB’s director of marketing and communications, said: “The study revealed the industry’s top four tips for succeeding in social are: being relevant, setting clear objectives early, being authentic and credible and being adaptable.
“The brands seen as leading the way, which are dominated by large multinationals, are signature exponents of these principles.”
A growing industry
The report reveals that 28 per cent of industry respondents still don’t believe social media plays an important role in the marketing function and a further 43 per cent of social campaigns integrated into the wider marketing function.
Research also found that half of brands never measure the Return On Investment (ROI) of social outreach, while only a quarter do so, some of the time. Yet when it comes to agencies, much less (18 per cent) are likely to never measure ROI, or only 35 per cent do so some of the time.
“Although the use of social has become more sophisticated, it still has a lot of growing up to do in convincing a significant part of the marketing industry that it has an important and beneficial role to play,” said Ms Kozloff.
“In terms of marketing disciplines, it’s still a teenager. However, with agencies expecting social budgets to rise 33 per cent and brands expecting a 21 per cent rise, it could enter adulthood within a couple of years,” she continued.
Social media objectives
ICM also found that, in regards to objectives, 79 per cent of respondents believe social campaigns are most likely to be seen as driving awareness, closely followed by brand engagement and web traffic, both at 75 per cent.
Some 70 per cent regarded social as a platform for driving click-throughs and for increasing sales (65 per cent).
Cited by 55 per cent, engagement was found to be the most used metric to measure the overall effectiveness of social campaigns, followed by traffic driven (52 per cent) and click throughs at 45 per cent.
Both lead generation and conversions were measured among 40 per cent of respondents.
IAB has claimed that 45 per cent of social budgets are now allocated to paid campaigns, with this expecting to grow as data increasingly drives activity, as has happened in other digital marketing disciplines.
Posted by Jon Aspinell on 13th January 2016
Account Manager - Reading - £60,000
£55000 - £60000 per annum
Account Manager - Reading, Berkshire. A market leading, rapidly expanding technology business is looking for a motiva...
PHP Laravel Developer
This is an excellent opportunity for an experienced PHP Laravel to join a well-established and growing software firm....
Graduate Software Developer - near Wo...
£21000 - £23500 per annum
Graduate Software Developer - near Woking , Surrey - £23,000 Our client is a leading software development house based...
Payroll Administrator - Payroll Burea...
Up to £28000 per annum
A highly successful and growing business is looking for a positive Payroll Administrator to be based in the Romford a...
Hardware Engineer - Hillingdon - £25,...
Up to £25000 per annum
Field Engineer - Hillingdon, South West London - up to £25,000 A small yet well-established business specialising in ...
HR Advisor - Bedford
Up to £30000 per annum + 23 days holiday, pension
HR Advisor - Bedford (Plus Travel) A successful and multi-site organisation is looking for an experienced HR Advisor ...
How can you ensure cohesive communication with a team of remote workers?
Remote working is becoming increasingly adopted by organisations across the globe - whether that takes the form of an...
Can HR tech ease workplace conflict?
Workplace conflict is mostly unavoidable - particularly when businesses hire strong-minded talent with big ideas. Ego...
What to prioritise in your employee experience
The candidate experience has long been valued by employers looking to attract fresh talent. Now, however, companies a...
What can HR expect in 2018?
HR departments are set to face many new challenges in 2018, from the technological to the traditional. Among the most...
From communication to drive: The importance of soft skills
Soft skills are often difficult to quantify, yet they can become an absolute necessity for your business to reach its...
Only one in three workers say their employers offer training
Just one-third of workers report that their employer offers regular training opportunities, a new poll by the Trades ...