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A feature of the recent iMedia Brand Summit we attended in sunny Coronado Bay was a series of ‘One Minute Meet Ups’ between brand marketers and agency folk.

iMedia throw an excellent event, and this section gave me access to influential marketers from brands like Honda, QANTAS, Target, Disney, AT&T, General Mills, Accuquote and more.

Rather than taking a sales approach (you want to know Converseon in 60 seconds? Google us!) I took the time to poll each brand marketer on their personal use of social media and their opinion of how it would impact their business with two simple questions.

Here are the responses from 33 high ranking marketers from a mix of Fortune 500 and other household name brands:

1. Which of the following social networks do you use personally:

  • Twitter = 19
  • Facebook = 32
  • LinkedIn = 33

bar-chart iMedia Brand Summit Social Media Survey

Facebook and LinkedIn are nearly universal tools for savvy marketers these day, with Facebook just getting its neck in front of LinkedIn and both being used by over 90% of those polled. Twitter was a different story… while only 19 out of 33 used Twitter, this number was also watered down with a number of people saying ‘I have an account, but don’t use it’ and responses were marked by the reticence of many towards the current social media darling.

2. On a scale of 1-5 (1 = not at all important, 5= incredibly important) how important would you say social media is for business?

  • 1 (not important) = 2 brands
  • 2 (not very important) = 3 brands
  • 3 (somewhat important) = 7 brands
  • 4 (important) = 14 brands
  • 5 (very important) = 7 brands

pie-chart iMedia Brand Summit Social Media Survey

Given that I’m in the employ of a social media agency, I was very happy to see big brand after big brand acknowledging the importance of social media. ‘Very Important’ was the most likely response, and two thirds of the marketers rated social media either a ’4′ or a ’5′ – the highest end of the importance scale. Only 5 brands put social media towards the low end of the importance scale – and these brands were either agriculture focused or blocked by regulation.

For some more great coverage frome the iMedia Summit check out this great article from Sean Cheyney of Accuquote recapping our CEO Rob Key’s presentation.

There are 4 comments for this entry:

Which brands said social media wasn’t important for business, and what were they doing at the iMedia Summit? ;)

2:35 pm October 1st, 2009

The survey was confidential :) , but I can tell you they were both in the agricultural industry.

2:40 pm October 1st, 2009

Thanks Paull- I didn’t know I was being surveyed when we were talking. You’re so smooth. I’m wondering if the brand marketers you spoke to knew they were responding for the whole business, or, as we all tend to focus on our own roles, maybe they were answering with a more role-based response.

On another note, this blog posting form is a grey background with white text- it was very hard to read and I have perfect eyesight.

4:02 pm October 1st, 2009

Hi Suzanne – thanks for the comment!

You didn’t actually join the survey (because our chat was over cocktails, not the OMMU table!).

It was a very unscientific poll, a couple of quick Qs scribbled on my notepad in 60 seconds! Several of the marketers asked the same question, and I tried to get them to think for the business as a whole (after all – social at its best can touch upon and boost the whole business, not just marketing).

Also – you’re right about the comment form, I’ll try to get it changed.

4:05 pm October 1st, 2009
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