Tag Archives: facebook

Growth in Social Media Marketing interest 2009

I have just been researching social media marketing for a client presentation, and wanted to share some figures gleaned from Google Insights for Search which really highlight the growth in interest in social media marketing over the last few years.

Since 2007 searches for “social media marketing” have increased by 900%. Even from early 2008, searches have tripled.

Searches for "social media marketing" 2007 - 2009

These are huge increases, and really show the level of interest there is out there in and around social media marketing strategy.

Looking at the growth drivers from a geographical perspective shows the key early adopters were the US and UK alongside a cluster of other developed economies.

Worldwide searches for "social media marketing" 2007

Significantly, India is the only BRIC country represented back in early 2007.

Moving to 2009, we can see the remainder of BRIC coming on board alongside other core developed economies in Japan and Sweden amongst others.

Worldwide searches for "social media marketing" 2009

There is also a marked increase in interest around social media marketing from India, which demands further investigation.

Digging deeper, the majority of growth is driven by Delhi and India’s richest state Maharashtra, specifically Mumbai.

Searches in India for "social media marketing"

The social media marketing scene in India is clearly heating up, with digital advertising agencies, PR practitioners, and prominent bloggers offering a range of social media services. According to reports there are up to 25-30 serious social media players operating in the Indian market, and working across popular social media platforms such as Facebook and Twitter. It would be interesting to hear your views on why it is that India is adopting social media, and social media marketing, so quickly.

My thoughts are that in a world in which the internet is primarily a mobile medium, the services that matter are social ones. Mobile internet access is primarily about social networking, something true both in India and elsewhere. So in India, in effect, the marketing is going where the people are.

Would recommend following Watblog or Blogworks India for more insight on social media marketing in India.


Measuring social media success

A core concept in social media marketing, and something many brands currently omit to do, is taking a snapshot of online brand equity before starting social media efforts.

There is a great post over at the econsultancy site on 3 steps to effectively measuring social media marketing success:

  1. Make a note of the obvious numbers. Number of Facebook fans, Twitter followers, Digg links, Delicious bookmarks, and referrals from social media sites, plus existing website traffic.
  2. Make a note of the less obvious benchmarks. SEO rankings and referrals, customer satisfaction scores and other business data.
  3. Make a note of ROI benchmarks. How much are you paying to acquire customers via other marketing channels? How vast is that advertising budget, and how is it being split up? And what proportion is being directed into channels that you cannot accurately measure?

Benchmarking online brand equity is a crucial part of any social media campaign and is core to measurability going forwards.

Social media marketing is often accused of a lack of transparency, something that stems partly from a failure to measure, but also from a lack of understanding as to exactly what it is.

Marketing using online social media is perhaps best understood as akin to brand marketing. It is not necessarily going to do the selling in terms of directly driving converting traffic to a site, but it will create an atmosphere in which sales can occur.

There’s so much talk about social media marketing at the moment that it is easy for people to become cynical, losing track of the fact that a well run campaign can have a hugely positive impact. By following the steps outlined in the post and accurately benchmarking before starting social media activity, it should become far easier to determine outcomes – both positive and negative – from a social media campaign.