B2B Marketing on Social Networks: Engaging the Business Audience

Table of Contents

Executive Summary

• US B2B Online Social Network Advertising Spending, 2007-2012 (millions and % change)
  • Key Questions

The eMarketer View

• Key eMarketer Numbers: B2B Marketing on Social Networks
  • Interest in B2B Social Networks Is Rising
  • Advertising Is Just One of Many Paths

B2B Ad Spending on Social Network Sites

• US B2B Online Social Network Advertising Spending, 2007-2012 (millions and % change)
• US B2B and Total Online Social Network Advertising Spending, 2007-2012 (millions and % of total)

B2B Ad Models for Social Networks

Social Media Spending vs. Other Media

• Select Online Marketing Aspects or Tactics on Which US B2B Marketers Plan to Increase Marketing Budget Spending Next Year, November-December 2007 (% of respondents)
• Most Effective* B2B Media Used by US B2B Decision-Makers, 2007 (% of respondents)

B2B Social Network Traffic and Usage

• Top 10 Social Networking Websites Among US Internet Users, Ranked by Unique Visitors, May 2007 & May 2008
• Social Networking Users Worldwide, by Website, 2008 (millions)
• Top 20 Social Networking Sites among US Internet Users, Ranked by Visits, February 2008 (millions and % change)
• Social Networking Websites Used by US B2B Companies* in Conjunction with Their Content, November-December 2007 (% of respondents)
• Primary Online Social Network Used by US Advertising Agency Executives, 2007 (% of respondents)
• Social Networking Websites Used for Finding Job Candidates by US Companies*, April 2008 (% of respondents)
• XING Social Networking Site Members Worldwide, Q1 2007-Q2 2008 (thousands)
• XING Social Networking Site Members Worldwide, by Region, Q4 2007 & Q1 2008 (millions)

Why Marketers Create Their Own B2B Networks

• Usage
  • Most Important Web 2.0 Technologies According to Companies Worldwide, by Country or Region, 2008 (% of respondents)
  • Level of Importance of Social Media Technologies for Business/Marketing Strategies According to US Companies, 2007 & 2008 (% of respondents)
  • US Companies Who Are "Very Familiar" with Select Social Media, 2007 & 2008 (% of respondents)
  • Select Social Media Used by US Companies, 2007 & 2008 (% of respondents)
  • Usage of Social Networking Technology Internally or with Partners* According to US B2B Companies**, November-December 2007 (% of respondents)
  • Web 2.0 Technologies Used by Companies Worldwide, 2007 & 2008 (% of respondents)
  • Social Media Used by US Companies, November & December 2007 (% of respondents)

Benefits and Goals

• Primary Reason that US Companies Use Social Networking, November & December 2007 (% of respondents)
• Purpose of Web 2.0 Technologies* Used by Companies Worldwide, 2007 & 2008 (% of respondents)
• Benefits of Social Networking According to US B2B Companies*, November-December 2007 (% of respondents)

Case Studies

• Visa Business Network on Facebook
• Callidus Software' s TrueConnect

Endnotes

• 97169
  • US B2B Online Social Network Advertising Spending, 2007-2012 (millions and % change)
• 097177 097173
  • Key eMarketer Numbers: B2B Marketing on Social Networks
  • US B2B and Total Online Social Network Advertising Spending, 2007-2012 (millions and % of total)

Related Information and Links

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