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10 Social Budgets Stayed Constant [Report] The State of Social Business 2013: The Maturing of Social Media into Social Business

10
Social Budgets Stayed Constant in 2013 Social Media Spending Focuses on Enabling a Social Business
Social media investments are distributed across all aspects of social business
enablement, with companies mostly planning to increase spending on social media
management systems (SMMS) to help scale engagement (see Figure 15). The second
area is spending on training and education as organizations seek to educate those
outside of the core social media teams on how to integrate social into everyday
processes.
Figure 15: In 2013, Nearly Half of Social Strategists Planned to Increase Spending on
Social Media Management Systems and Internal Training and Education
In 2013, there was little movement in social budgets from the previous year (see Figure
13). Nearly half of companies’ social budgets are less than $100K or between $100K to
$500K. Within those budgets, the highest technology spend was for listening/monitoring
platforms, followed closely by analytics and community platforms (see Figure 14).
Figure 13: Social Budgets Stayed Constant in 2013
Figure 14: Listening/Monitoring, Analytics, and Community Platforms Are the Biggest
Social Technology Spends in 2013
Listening/monitoring platforms $62,000
Analytics platforms $54,600
Community platforms $51,900
Social media management systems $34,700
Enterprise social networks $29,400
Social CRM $14,800
More than $5 million
2013 Projection
$100,000 to < $500,000
Less than $100,000
$500,000 to < $1 million
$1 million to < $5 million
2012
26%
34%
25%
23%
6%
4%
11%
9%
5%
5%
Social media management systems
(Hootsuite, Spredfast, Sprinklr)
Training and education
(workshop, conferences, webinars)
Custom technology development
or data integration services
Social app
development
Listening/monitoring platforms
(Radian6, Scout Labs, Crimson Hexagon, NetBase)
External agency to support engagement
(e.g., moderate Facebook page)
Analytics platforms
(Webtrends, Omniture, Coremetrics)
Community platforms
(Lithium, Jive, Get Satisfaction)
Blogger/Influencer networks
(Federated Media, NetShelter, BlogHer)
Enterprise social network
(Yammer, Chatter)
Social
CRM
47%
47%
45%
43%
43%
38%
37%
33%
25%
23%
22%

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