66% of companies are Using Social Media in 2009

Nearly two out of three companies are Using Social Media in 2009.

As marketers embrace new media platforms, social media and viral videos have seen the largest jump in ranking, according to a survey done by the ANA (Association of National Advertisers), BtoB Magazine and in partnership with marketing services firm ‘mktg.’ The survey had the following findings:

  • 66 percent of marketers utilized social media in 2009, as compared to 20 percent in 2007
  • Fifty percent employ viral videos, up from only 25 percent in 2007
  • 55 percent of respondents funded new media formats by shifting funds from their traditional media budget, while 48 percent shifted funds from other marketing communications budgets. Twenty-six percent of marketers created an incremental budget.
  • The top concerns for marketers when considering newer media platforms are the inability to prove ROI (45 percent) and having metrics to properly allocate the mix of traditional and digital media (43 percent)
  • Among social networks being embraced by all marketers, the top sites used are:
    • Facebook (74 percent)
    • YouTube (65 percent)
    • Twitter (63 percent)
    • LinkedIn (60 percent)

YouTube Viral Videos Are Great For Advertising

by Gio Gutierrez

In a blog post today, YouTube presents a case study on Jill Peterson and Kevin Heinz’s wedding party. The video (see below), set to R&B star Chris Brown’s hypnotic dance jam “Forever,” became an overnight sensation, gaining more than 10 million views on YouTube in less than one week. What’s happening is that most advertisers don’t want to associate themselves with user-generated videos (the bulk of YouTube), just the professionally produced videos on YouTube, Hulu, etc. and YouTube wants to change your mind. YouTube presents this as proof that advertising works on viral videos even if they are audience produced.

This traffic is also very engaged — the click-through rate (CTR) on the “JK Wedding Entrance” video is 2x the average of other Click-to-Buy overlays on the site. And this newfound interest in downloading “Forever” goes beyond the viral video itself: “JK Wedding Entrance” also appears to have influenced the official “Forever” music video, which saw its Click-to-Buy CTR increase by 2.5x in the last week.

So, what does all of this mean? Despite compelling data and studies around consumer purchasing habits, many still question the promotional and bottom-line business value sites like YouTube provide artists. But in the last week, over a year after its release, Chris Brown’s “Forever” has again rocketed up the charts, reaching as high as #4 on the iTunes singles chart and #3 on Amazon’s best selling MP3 list.