Attached you will find the 2009 Buzz Report, an inaugural research study that provides a pulsecheck on Canadian business leader’s response to the new landscape of marketing, media, customer experience and brand-building.
This advance report is based on 300 online survey responses from some of Canada’s top executive marketing, business, digital and communications leaders polled online from late 2008 and first half 2009.
Unique among research reports in Canada, the Buzz Report study takes a complete look at new marketing, media and customer-driven strategies & tactics; not just general macro spending trends or specific social media.
This report was generated by Canada’s leading grassroots marketing, media and research company Agent Wildfire (www.agentwildfire.com) and sent to you as a favoured colleague ahead of widespread release.
Formal release of study results will be launched on August 3, 2009.
Please feel free to share the results of the study with your audience(s).
Key Highlights of the Study:
- 79% of study respondents are optimistic about social media/word of mouth delivering value in their organizations
- 67% expect investment of money, time and resources in social media/word of mouth to grow in the coming year
- “Awareness, publicity and buzz” is the #1 stated objective for initiating social media/word of mouth initiatives
- Social networks, social media, mobile, user generated content and influencer marketing are predicted to have the biggest new media segment growth in the coming years
- 32% believe a conversation worthy idea/concept is the key attribute of word of mouth, the #1 ranked choice
- 38% believe communications/PR is the most accountable owner for social media/word of mouth in an organziation
- Measurement, lack of budget and loss of control were considered the biggest obstacles to adopting social media/word of mouth
- Lack of authenticity, lieing and not creating two-way dialogue were considered the biggest sins of current practitioners
- 83% strongly agree/agree that agencies need to reinvent themselves to stay relevant in this
climate
- 59% believe user generated content/social media is a bigger benefit vs. 25% believe it as a bigger threat to their business
- 52% track content generated from social media and word of mouth, most other measures are tracked by less than half of the respondents polled
- 70% of people do not necessarily agree that Facebook will be the dominant social network in 3 years
If you want to interview the author of the study Sean Moffitt or get supporting assets, graphs or visuals, please send an email to jasmine@agentwildfire.com .
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