New Research Study from Kenshoo Social Finds Organic Posting is Most Popular Social Media Tactic but Paid Advertising is Most Successful
Study evaluates how marketers are using social media advertising and provides key insights regarding most effective objectives and tactics
SAN FRANCISCO, May 16, 2013 /PRNewswire/ –
Kenshoo Social [http://www.kenshoosocial.com ] (http://www.KenshooSocial.com), a
global social marketing platform, today published a commissioned study conducted by
Forrester Consulting, “The Key to Successful Social Advertising,” that evaluates how
marketers are using social advertising, with the goal of educating marketers on how to
develop social media strategy and activate the most effective tactics. Findings will also
be presented by Kenshoo Social and guest from Forrester in a May 29 webinar.
Based on a survey of large social advertisers (i.e., social media and advertising
professionals whose companies spend more than $100,000 per year on social media ads),
Forrester found that, while social advertisers use a wide range of organic and paid
strategies across a variety of social sites, more than one in three are not satisfied with
their efforts. The findings emphasized the increasing needs for more sophisticated social
advertising tactics and methods to better match tactics to objectives.
“Generally, social advertisers get what they pay for,” according to the study. “They
are more satisfied with the results they achieve from paid advertising than the results
they achieve with less costly organic tactics like branded pages, groups or accounts
Notable findings from the study include:
Organic posting is the most popular social media tactic, but paid advertising is the
most successful. Social advertisers use a wide range of social sites and strategies. The
most popular tactic is maintaining branded pages on general social networks, business
networks and microblogs. Branded pages alone, however, do not make an effective social
Social advertisers still are not using advanced optimization tactics. More than half
of large social advertisers use ad rotation, but only one-third use granular targeting to
reach the right audiences. Most of those who do target primarily use basic criteria like
Social marketers should pay for promoted content to drive awareness and buy ads to
drive sales. The survey measured the tactics of satisfied social advertisers and found
that different paid social strategies drove different kinds of success. Social advertisers
who paid to promote their branded content were most satisfied with the awareness they
created; while those who bought standard social ad units were happiest with their ability
to drive purchases. Brand-focused social advertisers and response-focused social
advertisers must deploy the tactics proven best for meeting their specific objectives.
“With billions of people around the world actively connecting on Facebook, Twitter,
Google+, LinkedIn, and Pinterest, marketers have eagerly turned to social media to engage
their target audiences,” said Aaron Goldman, chief marketing officer of Kenshoo. “Today,
most marketers include some type of social advertising in their programs, but the options
available to them have increased exponentially, as has the ability to measure the
effectiveness of their outreach.
“This research study demonstrates the importance of using advanced technology
platforms to create highly-targeted campaigns at scale, leveraging a portfolio approach
across promoted content and standard ad units to achieve overall business goals,” Goldman
continued. “Furthermore, marketers must connect the dots across paid, owned and earned
media placements to understand the impact of each touchpoint along the path to conversion.
Kenshoo Social is committed to delivering the tools needed by today’s social marketer to
illuminate the value of social media and drive results.”
The Forrester study concludes with four initial steps marketers can use to immediately
– Start with clear marketing objectives.
– Promote your brand and your content.
– Take advantage of robust targeting.
– Develop a holistic approach for greater success.
to download the
full complimentary study or KenshooSocial.com/ForresterSocialResearch
sign up for the May 29 Webinar.
In this study, Forrester interviewed 105 large social advertisers (e.g., social media
and advertising professionals whose companies spend over $100,000 per year on social media
ads) in the US to evaluate how marketers are using social media advertising, with the goal
of educating marketers on how to choose the most effective social media advertising
objectives and tactics. Respondents were offered a cash incentive as a thank you for time
spent on the survey. The study began in February 2013 and was completed in that same
About Kenshoo Social
The mission of Kenshoo Social is to activate and illuminate the value of social media
with breakthrough technology that drives results. Through Kenshoo Social, marketers can
develop integrated social media campaigns to achieve brand building and performance
marketing goals. Kenshoo Social is built on the Kenshoo Universal Platform, a scalable
infrastructure that bridges the gap between owned, paid, and earned media for
cross-channel measurement and optimization. As a Facebook Strategic Preferred Marketing
Developer with access to the Facebook Exchange, Kenshoo Social delivers over 1 billion
targeted ads each day. Please visit KenshooSocial.com [http://kenshoosocial.com ] or
Facebook.com/KenshooSocial [http://facebook.com/KenshooSocial ] for more information.
Kenshoo is a digital marketing technology [http://www.kenshoo.com ] company that
engineers premium solutions for search marketing, social media and online advertising.
Brands, agencies and developers use Kenshoo Enterprise, Kenshoo Social, Kenshoo Local and
Kenshoo SmartPath to direct more than $25 billion in annual client sales revenue. The
Kenshoo platform delivers Infinite OptimizationTM through closed-loop targeting, universal
integration, and dynamic attribution. Kenshoo’s adaptive technology, proven algorithms,
and unmatched scale power campaigns in more than 190 countries for nearly half of the
Fortune 50 and all 10 top global ad agency networks. Kenshoo clients include
CareerBuilder, Expedia, Facebook, KAYAK, Havas Digital, Hitwise, iREP, John Lewis,
LendingTree, Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity,
Walgreens, and Zappos. Kenshoo has 16 international locations and is backed by Sequoia
Capital, Arts Alliance and Tenaya Capital. Please visit http://www.Kenshoo.com for
Kenshoo brand and product names are trademarks of Kenshoo Ltd. Facebook(R) is a
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