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Marketing on Social Networks:
Branding, Buying and Beyond
Companies trying to maximize their presence on the social Web must take advantage of social networks in all stages of the purchase funnel, from awareness to learning to buying to loyalty.
It is shortsighted to focus only on advertising in social networks without a firm understanding of all the ways they can enhance a marketing plan, including branding, direct marketing and lead generation, e-commerce and customer relations.
Consumers across all age groups use social networks, and one-half of social network users visit at least once per day. They interact with companies and brands not only by visiting brand pages but by turning to their social network friends-and even strangers-for opinions on products and services. To be successful, marketers must use multiple paths and techniques to engage consumers. This new eMarketer report will help make the most of this increasingly important marketing technique.
Companies trying to maximize their presence on the social Web must take advantage of social networks in all stages of the purchase funnel, from awareness to learning to buying to loyalty.
Executive Summary
 Social Networking Site Activities of US Social Network Users, May 2009 (% of respondents)
Key Questions
The eMarketer View
Advertising Tactics/Media Trusted* by Internet Users Worldwide, April 2009 (% of respondents)
The Social Network Consumer
US Online Social Network Users, 2008-2013 (millions and % of Internet users)
Top 20 Social Networking Sites Among US Internet Users, May 2008 & May 2009 (thousands of unique visitors and % change)
Frequency with Which US Social Networking Site Users Visit Social Networking Sites, by Age, March-April 2009 (% of respondents in each group)
Number of Days in the Past Week that US Social Network Users Visited Social Networks, May 2009 (% of respondents)
Online Activities* of US Social Network Users and Nonusers, by Generation, May 2009 (% of respondents in each group)
Reasons that US Social Network Users Joined a Social Network, by Generation, May 2009 (% of respondents in each group)
How Consumers Interact with Brands
Social Networking Site Activities of US Social Network Users, May 2009 (% of respondents)
US Social Network Users Who Are Likely to Engage in Social Interaction* with Brands, by Category, Q1 2009 (% of respondents)
Organizations/People with Whom US Social Networking Users Would Like to Have More Interaction on Social Networks, by Gender and Age, Q2 2009 (% of respondents in each group)
User-Generated Content from Which US Consumers Obtain Information or Advice, by Age, September 2008 (% of respondents)
Frequency with Which US Social Network Users Share Recommendations Online, Q1 2009 (% of respondents)
Motivation to Participate in Social Networks and Read Blogs According to US Female Internet Users, March 2009 (% of respondents)
US Social Media Users Who Rely on Social Media When Making Purchase Decisions, March 2009 (% of respondents)
Branding
US Social Media Marketing Professionals Who Believe Social Media Marketing Is an Effective Branding Strategy, December 2008 (% of respondents)
Media Channels that Are Effective for Building Brand Equity According to US Marketing Executives, February 2007 & April 2009 (% of respondents)
Q&A: Social Network Marketing Pioneers
US Social Media Marketing Professionals Who Have a Social Media Policy to Manage Brand Communications, by Business Size, December 2008 (% of respondents)
Direct Marketing and Lead Generation
Q&A: Social Network Marketing Pioneers
US Social Media Marketing Professionals Who Believe Social Media Marketing Works Well with Other Online Tactics, December 2008 (% of respondents)
E-Mail Marketers Worldwide Who Use Social Media as a List Growth Tactic, 2008 & 2009 (% of respondents)
Benefits of Social Media Marketing According to US Marketers, January 2009 (% of respondents)
Ways in Which US B2B Marketers Use Social Media, May-June 2009 (% of respondents)
Importance of Select Social Media Channels for Lead Generation According to Business Professionals Worldwide*, 2008 (% of respondents)
Estimated Lead Generation Cost for Select Marketing Channels According to Business Professionals Worldwide*, 2008 (% of respondents)
E-Commerce
Select Features Employed by the Top 500 US Retail Websites, 2007 & 2008 (number of sites and % change)
Social Media Strategies Considered Valuable* Among US Online Retailers, 2008 & 2009 (% of respondents)
Most Important* Shopping-Related Features on Websites According to US Internet Users, June 2009 (% of respondents)
Managing Customer Relations
Top 10 Member Communities Sites Among US Internet Users, Ranked by Unique Audience, June 2008 & June 2009 (thousands and % change)
Q&A: Social Network Marketing Pioneers
Measuring Success
Social Media Tactics that US Social Media Marketing Professionals Feel Are Measurable and Effective, December 2008 (% of respondents)
Q&A: Social Network Marketing Pioneers
Social Media Marketing Tactics Used by Best-in-Class Companies Worldwide*, February 2009 (% of respondents)
Elements Missing from Web Analytic Systems According to Web Analytics Users Worldwide*, October-December 2008 (% of respondents)
Analytics Users Worldwide* Who Plan to Establish and Implement Key Performance Indicators for Measuring Emerging Technologies, 2008 & 2009 (% of respondents)
Conclusions
Endnotes
101290
US Online Social Network Users, 2008-2013 (millions and % of Internet users)
102369
Social Media Marketing Tactics Used by Best-in-Class Companies Worldwide*, February 2009 (% of respondents)
Related Information and Links
Related Links
Contact
Report Contributors
Companies trying to maximize their presence on the social Web must take advantage of social networks in all stages of the purchase funnel, from awareness to learning to buying to loyalty.
Aberdeen Group
Anderson Analytics
Art Technology Group, Inc. (ATG)
Association of National Advertisers (ANA)
BlogHer
BtoB magazine
Compass Partners LLC
comScore Media Metrix
eMarketer
ExactTarget
HubSpot
Internet Retailer
Knowledge Networks Inc.
Leo J. Shapiro & Associates (LJS)
MarketingSherpa
Michael A. Stelzner
'mktg'
Nielsen Online
Pew Research Center for the People and the Press
Razorfish
The Conference Board
the e-tailing group
The Nielsen Company
TNS
Web Analytics Association (waa)
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