B2C marketers have come a long way in a short time with respect to social media. More of these businesses say they are doing a better job with social media and expect to increase their efforts next year. These companies are also feeling more optimistic about their PR efforts going into 2011. These findings, from a new Vocus study, suggest a stronger business outlook overall for B2C marketers.
Last year, over 40% of surveyed professionals believed their PR 2010 budget would not change. Another 21% expected to see decreased funding. This year, 40% the B2C subgroup notes that the PR budget may increase somewhat for next year and another 34% say it will be unchanged.
In 2011, all eyes will also be on social media in the B2C sector. Nearly all, 85% of respondents, said that social media will become more important in 2011. Here’s how these companies currently grade themselves with respect to social media:
- Contribute value through content creation 34%
- Tell our story and share brand personality 26%
- Participate in the conversation 14%
- Respond to the ‘social phone’ 8%
- Listen, monitor and analyze 13%
For many marketers, the Old Spice campaign was widely regarded as one of the most successful B2C social media experiments of 2010. The company reported a 55% sales increase 3 months later after the campaign launched. Vocus analysts says marketers must remember that the campaign was fully integrated with traditional advertising and public relations. But it did demonstrate creativity and rewarded a marketer who is clearly comfortable and competent using social media in the B2C marketplace. More B2C marketers will likely follow in 2011.[Source: Social Media Comes of Age: Vocus 2011 Planning Survey. Vocuspr.com. 7 Dec. 2010. Web. 30 Dec. 2010; O’Leary, Noreen. Old Spice Campaign Smells Like a Sales Success. Brandweek.com. 25 Jul. 2010. Web. Dec. 2010]