text/html; What % of your marcom budget should be spent on social media? « Conversity.be
1Sep/100

What % of your marcom budget should be spent on social media?

In an excellent blog post Ogilvy's John Bell outlines the three stages of social media adoption within companies:
  1. Social Media Experiments - usually the first year or two of unconnected social media programs involving bloggers, video content distribution, cgm/ugc contests and other tactics.
  2. Adoption and Integration - in the following years, the value or success of social media is felt within and there is a push to do more and integrate it with more people and disciplines.
  3. Go 'Big' - after some experience and success following integration, brands can't help but want to "go big" either with a substantial facebook campaign or a more impactful integration (e.g. committing to 20 people in social customer care via Twitter and Live chat). usually these brands have sketched out a measurement model that reassures them the effort is smart business.
And depending on whether social media is an obligation (from your CEO or headquarters), a quest (to change your business) or the path to integration into every discipline, budget sizes differ.
In John Bell's Spend Matrix he sees budgets vary from 1% of the prototypical $10 million marcom budgets (experiments - obligation) to 17% ("go big" - well integrated").

Further reading:

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