Business and socializing must mix. In 2008, marketers will spend $40 million in the US to advertise to a business audience on online social networks, and that is just the beginning.
The B2B Marketing on Social Networks report analyzes the growth of business-oriented networks.
Given the popularity of LinkedIn, where the audience has more than doubled in the past year, and the fact that even Facebook has become a de facto business network, as more businesspeople join, B2B marketers are reconsidering the social network environment.
As the number of business users of social networks increases, advertising expenditures will rise accordingly, reaching an estimated $210 million in 2012.
In addition, marketers will spend far more over the next few years to create and manage their own social networks for business customers, partners, suppliers and vendors.
Key questions the “B2B Marketing on Social Networks” report answers:
- How much will marketers spend on social network advertising aimed at a business audience?
- What types of B2B advertising can businesses do on social network sites?
- Why are companies creating social networks to market to business customers, vendors, distributors and channel partners?
- What are the challenges of developing such networks?
- And many others…
eMarketer Reports—On Target and Up to Date
The B2B Marketing on Social Networks report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, accurate business decisions.
To download the report to your desktop—click Add to Cart:
Business and socializing must mix. In 2008, marketers will spend $40 million in the US to advertise to a business audience on online social networks, and that is just the beginning.
Executive Summary
US B2B Online Social Network Advertising Spending, 2007-2012 (millions and % change)
Key Questions
The eMarketer View
Key eMarketer Numbers: B2B Marketing on Social Networks
Interest in B2B Social Networks Is Rising
Advertising Is Just One of Many Paths
B2B Ad Spending on Social Network Sites
US B2B Online Social Network Advertising Spending, 2007-2012 (millions and % change)
US B2B and Total Online Social Network Advertising Spending, 2007-2012 (millions and % of total)
B2B Ad Models for Social Networks
Social Media Spending vs. Other Media
Select Online Marketing Aspects or Tactics on Which US B2B Marketers Plan to Increase Marketing Budget Spending Next Year, November-December 2007 (% of respondents)
Most Effective* B2B Media Used by US B2B Decision-Makers, 2007 (% of respondents)
B2B Social Network Traffic and Usage
Top 10 Social Networking Websites Among US Internet Users, Ranked by Unique Visitors, May 2007 & May 2008
Social Networking Users Worldwide, by Website, 2008 (millions)
Top 20 Social Networking Sites among US Internet Users, Ranked by Visits, February 2008 (millions and % change)
Social Networking Websites Used by US B2B Companies* in Conjunction with Their Content, November-December 2007 (% of respondents)
Primary Online Social Network Used by US Advertising Agency Executives, 2007 (% of respondents)
Social Networking Websites Used for Finding Job Candidates by US Companies*, April 2008 (% of respondents)
XING Social Networking Site Members Worldwide, Q1 2007-Q2 2008 (thousands)
XING Social Networking Site Members Worldwide, by Region, Q4 2007 & Q1 2008 (millions)
Why Marketers Create Their Own B2B Networks
Usage
Most Important Web 2.0 Technologies According to Companies Worldwide, by Country or Region, 2008 (% of respondents)
Level of Importance of Social Media Technologies for Business/Marketing Strategies According to US Companies, 2007 & 2008 (% of respondents)
US Companies Who Are "Very Familiar" with Select Social Media, 2007 & 2008 (% of respondents)
Social Media Used by US Companies, 2007 & 2008 (% of respondents)
Usage of Social Networking Technology Internally or with Partners* According to US B2B Companies**, November-December 2007 (% of respondents)
Web 2.0 Technologies Used by Companies Worldwide, 2007 & 2008 (% of respondents)
Social Media Used by US Companies, November & December 2007 (% of respondents)
Benefits and Goals
Primary Reason that US Companies Use Social Networking, November & December 2007 (% of respondents)
Purpose of Web 2.0 Technologies* Used by Companies Worldwide, 2007 & 2008 (% of respondents)
Benefits of Social Networking According to US B2B Companies*, November-December 2007 (% of respondents)
Case Studies
Visa Business Network on Facebook
Callidus Software’s TrueConnect
Endnotes
097169
US B2B Online Social Network Advertising Spending, 2007-2012 (millions and % change)
097177 097173
Key eMarketer Numbers: B2B Marketing on Social Networks
US B2B and Total Online Social Network Advertising Spending, 2007-2012 (millions and % of total)
Related Information and Links
Related Links
Contact
Report Contributors
Business and socializing must mix. In 2008, marketers will spend $40 million in the US to advertise to a business audience on online social networks, and that is just the beginning.
American Business Media (ABM)
BtoB magazine
Compete
eMarketer
Forrester Research
Gilbane Group, Inc.
iMedia Connection
Jobvite
McKinsey Quarterly
Nielsen Online
Software & Information Industry Association (SIIA)
Universal McCann
University of Massachusetts Dartmouth Center for Marketing Research
XING AG