Social Media Survey (Belgium) results
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Social Media Survey (Belgium) results

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This document contains my thesis for obtaining the degree of Master in Communication Studies at the Free University of Brussels. ...

This document contains my thesis for obtaining the degree of Master in Communication Studies at the Free University of Brussels.

Thesis: Research into the development of social media strategies in corporate communication, directed to the consumer. A study of the perception and adoption of social media among marketing and public relations professionals in Flanders.

Full thesis (dutch only!): http://www.scribd.com/doc/17134055/Thesis-Development-of-social-media-strategies-in-external-organizational-communication

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  • @CondroMG Of course! But please note that the results are already 3 years old..
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  • Very Nice! can we add it to our http://www.my-friends.be page?
    we will mention you as creator ofcourse
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  • Nice, can we include this in our webpage http://www.my-friends.be ?
    we will add the scource of course!
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  • Congratulations on your slideshow very interesting ! Great work... beautifully presented ! ! Thank you for sharing. I allowed myself to add it to 'KINGDOM OF BELGIUM' Slideshare group . Feel free to join us. Thank you in advance for your participation and sharing your 'favorites'. .. With friendship from France. Bernard

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Social Media Survey (Belgium) results Presentation Transcript

  • 1. Social Media Survey result outline Author: Rob van Alphen
  • 2. in collaboration with: iab.be 3c.be
  • 3. “There has been a fundamental shift in our culture and it has created a new landscape of influencers and an entirely new ecosystem for supporting the socialization of information --thus facilitating new conversations that can start locally, but have a global impact. Monologue has given way to dialogue. Social media is not a game played from the sidelines. Those who participate will succeed – everyone else will either have to catch up or miss the game altogether.” (Solis in Holtz en Havens, 2008)
  • 4. about the study This survey is part of my thesis: ‘Research into the development of social media strategies in external organizational communication’, for obtaining a Master’s Degree in Communication Studies at the Free University of Brussels. Main research questions:  perception of social media amongst marketing- and public relations professionals in Flanders  degree of social media adoption in the communication strategy * !! a detailed analysis, including correlations etc., can be found in my thesis (dutch only): → Scribd – thesis (full version)
  • 5. introduction For the first time in history, technologie has reached a point where everyone has a voice. This voice, articulated by social media, has given rise to new communication structures. Consumers are now produsers and companies need to understand how communication- flows are affected by these changes, and how new technologies can be used to their advantage.
  • 6. social media? Many different definitions caused by a term which is twofold:  “digital applications that enable interaction and collaboration in such a way that users become participants that are strengthened through the network” (Punie, 2008) – Social networking sites – Forum / Bulletin Board – Social bookmarking – Blog – Multimedia sharing – Virtual world – Podcast / Vodcast – Wiki – RSS – Microblog
  • 7. profile respondents  Duration survey: April-May 2009  354 respondents – 277 from Flanders, Belgium – 127 completed • Sex: • Work experience: – M: 58,4% – 0-2y: 25,6% – F: 41,6% – 3-5y: 22,4% • Age: – 5-10y: 25,6% – 10+: 26,4% – <25y: 12,8% – 26-35y: 47,2% • Company sector: – 36-50y: 35,2% – Media / Adv. / Comm.: 58,1% – 50+: 4,8% • Company size: • Function: – SME: 73,3% – Marketing: 58,4% – PR: 19,2%
  • 8. familiarity  How familiar are you with the notion 'social media'?: Almost 9 in 10 marketing- and public relations professionals find themselves quite to very familiar with the term ‘social media’ 70% 62,1% 60% 50% 40% 25,3% 30% 20% 5,8% 10% 2,5% 4,3% 0% Not at all Not very Somewhat Quite familiar Very familiar familiar familiar familiar N=277
  • 9. familiarity  To what extent do you consider yourself knowledgeable about the following social media tools?: Overall marketing/pr professionals 100% seem to find themselves fairly knowledgeable about the different 90% social media, but are least familiar 80% with the more recent tools. 70% 60% • Most knowledgeable: social 50% networks, online video, wiki 40% • Least knowledgeable: social 30% bookmarking, microblog, virtual 20% worlds 10% 0% Social Bookmar Online Virtual Podcast/ Forum Blog Microblog Wiki RSS network king video w orld Vodcast Not knowledgeable (1+2) 2 % ,2 25,6% 46,3% 12,7% 5,3% 47,2% 34,8% 40,4% 6,6% 20,2% Very knowledgeable (4+5) 88,1% 54,9% 34,4% 65 % ,8 81,7% 24,3% 45,8% 44,3% 80 % ,6 60,5% n= 277
  • 10. tools used  Which of the following tools has your organization used in at least one campaign?: Overall high degree of adoption: Social network 31,7% 67,4% • 84% said to have used at least 20,7% one social media tool in their Forum 41,9% external communication 22,5% Bookmarking 22,5% • 15,9% of companies never used Blog 27,8% 51,1% social media, but 43% say they will 27,3% use within 12 months Online video 55,1% 10,1% • Adoption of social bookmarking Virtual world 15,0% and microblogging will probably Podcast/Vodcast 19,8% 24,7% see largest increase in 2009* 26,4% Microblog 29,1% 15,0% Wiki 28,2% (* detailed analysis: see pdf thesis) 23,8% RSS 46,3% 0% 10% 20% 30% 40% 50% 60% 70% 80% n= 277 Have used Will use in 12 months
  • 11. duration use  Since how long has your company been using social media for professional purposes?: Professional adoption of social media is a very recent phenomenon: • 45% have used social media less than one year • Only 20% have been using social media for more than 2 years 40% 35,0% 35% * excluded those who never used social media 30% 24,4% 25% 20% 15% 11,9% 8,8% 11,9% 10% 8,1% 5% 0% < 3 m. < 6 m. < 1 jaar 1-2 jaar 2-3 jaar > 3 jaar n= 160
  • 12. available personnel  Do you have dedicated personnel for social media in your organization?: Premature phase of social media adoption: • Half of companies does not have any available personnel for social media • Mostly a part-time responsability • Few organizations outsource their social 60% media activities 47,8% 50% 40% 30% 28,3% 18,5% 20% 10% 3,3% 2,2% 0% Full-time Part-time None External PR/Advertising support agency n= 184
  • 13. responsible  Who in your organization is (should be) (mainly) responsible?: (should be if the company had no one responsible for social media) • Half of the respondents believe social media is the responsability of the marketing department • A cross-functional group, which is advised in most litterature, is believed to be the best scenario by 16% of (Interactive) Marketing 47,6% respondents PR 17,7% C ross-functional group 15,9% New group 6,7% Sales 2,4% Senior management 1,8% IT 1,8% Other 6,1% 0% 10% 20% 30% 40% 50% n= 164
  • 14. reasons driving adoption  What, according to you, are the main reasons driving social media adoption?: • Social media seems to prove its value most as a complementary and supplementary instrument in the communication strategy C omm. potential cust. 56,7% • Benefits relating to ‘customer Maximize campaign eff. 46,6% service’ are also highly ranked Active feedback 41,0% • Increase ROI or sales isn’t considered C onsumer insight 40,4% the main benefit Respond customer needs 35,4% SEO 29,2% Increase ROI 27,5% C ustomer satisfaction 23,6% It's the hot idea 20,2% Drive sales 19,1% C ompetitive intelligence 17,4% 0% 10% 20% 30% 40% 50% 60% n= 178
  • 15. benefits  What, according to you, are the main benefits of social media marketing?: • The main perceived benefits of social media according to marketing- and public relations professionals are related to relationship building • The low cost associated with social Relationship building 65,2% media marketing is also considered an Direct communication 50,6% important benefit Low cost 38,8% Reach 36,0% C ustomer engagement 35,4% Speed of feedback 32,0% Reach new customers 28,7% C ustomer insights 28,7% C redibility of the crowd 27,5% Expert positioning 11,2% Market research 10,7% 0% 10% 20% 30% 40% 50% 60% 70% n= 178
  • 16. barriers  In what way do you believe the following barriers apply to social media adoption?: Uncontrollable nature 72,2% Marketers fear the loss of 13,9% control and the associated Brand/reputation risk 32,2% 53,2% risks for brand and security 50,7% Fear of using unproven technology 26,7% Insufficient capabilities to handle internally 50,0% 23,9% A lack of internal 48,3% Security concerns 28,7% capabilities is also considered an important 46,9% Inability to break from existing ways of operating 25,9% barrier to adoption 45,1% Fear of negative impact on productivity 26,4% 43,0% Legal concerns 30,2% The fear of using unproven Insufficient metrics 40,2% 26,4% technology brings forth the 35,0% need for case-studies with a Poor internal communication 37,8% proven ROI No perceived benefits 28,7% 42,7% Limited reach 20,8% 48,5% C ost 12,3% 73,2% Waiting for better technologies 11,3% 69,0% 0% 10% 20% 30% 40% 50% 60% 70% 80% Not at all + Not very Quite + Very much
  • 17. organizational barriers  In what way do the following barriers apply to the further success of social media initiatives in your organization?: • The lack of internal capabilities is said to be the most significant barrier to social media adoption Doesn't have skill to implement 34,2% • To stimulate social media 46,5% growth, a company culture and Doesn't provide sufficient incentives 33,8% 45,1% leadership team open for C ulture doesn't encourage use 31,7% innovation and change is 51,4% necessary Leadership doesn't encourage use 30,2% 53,2% Doesn't understand potential ROI 28,8% 52,5% Respondents do not seem to accurately recognize barriers in their IT doesn't deploy technology 27,7% 48,9% organization, probably due to lack of Legal/HR risks 23,6% insight or prejudice 52,9% Legal/HR/IT policies 16,0% 62,0% 0% 10% 20% 30% 40% 50% 60% 70% Not at all + Not very Quite + Very much
  • 18. usage  Does your company use social media tools for : Overall social media appears to be actively used for the goals mentioned. • The use of social media for measuring purposes is only used by 1 in 3 45,10% Monitoring 42,40% companies 12,50% • (only) 2 in 3 companies that monitor C ustomer 43,10% online conversations, also engage in 43,10% service 13,90% these conversations 45,10% Yes Market 43,10% No research 11,80% I do not know 36,10% Measuring 52,10% 11,80% To engage in 49,70% conversations 46,20% 4,10% 0% 10% 20% 30% 40% 50% 60% n= 140
  • 19. metrics  Does your company have defined metrics for measuring social media initiatives?: • Almost 2 in 3 companies does not have defined metrics for measuring their social media activities 8,3% • Only 41% of respondents who indicated 28,6% that their company uses social media for measuring purposes has defined metrics available Yes No I do not know 63,1%
  • 20. measuring  Does measuring happen internal or external?: • Despite the lack of metrics, 8 in 10 respondents indicate that measuring social media initiatives happens internal 17% Internal External 83%
  • 21. guideline  Do you think it is important to have a social media policy or guideline?: Employees can be seen as representatives of the company and can directly affect its reputation, which brings forth the need for ethical principles and guidelines 50% 40,0% 40,8% 40% • 81% of respondents believes having a social media guideline is important to very 30% important … 20% 14,6% 10% 3,8% 0,8% 0% Not at all Not very Somewhat Quite Very important important important important important n= 130
  • 22. guideline  Do you have a social media policy or guideline in place in your organisation?: … but 3 in 4 companies do not have a social media guideline in place 13,8% 11,5% Yes No I do not know 74,7%
  • 23. importance digital marketing  How important do you think digital marketing will become in 2009?: Marketing- and public relations professionals strongly believe the importance of digital marketing will increase in 2009 10,8% 1,5% More important Less important Equally important 87,7%
  • 24. budget 2009  How will your budget for social media initiatives evolve in 2009?: The perceived increase in importance of social media is reflected in the 2009 budget: 30% • 50% says their budget for social media will increase 25,0% 25% 22,7% 22,7% • Only 2 respondents indicated a 20,3% decrease 20% • 1 in 4 companies does not have 15% a budget for social media 10% 7,8% 5% 0,8% 0,8% 0,0% 0% No No Increase Increase Increase Decrease Decrease Decrease budget change 1-10% 11-25% >25% 1-10% 11-25% >25% n= 128
  • 25. budget 2009  Has the current economic climate influenced your social media budget to: Although for most companies the economic climate did have no effect on the budget for social media, 1 in 4 says it has made their budget increase One could state that in times of 23,4% economic crisis the budget for social media has a tendency to increase. The perception of a low cost communication Increase tool could be the underlying reason Decrease 9,4% No change/did not influence 67,2%
  • 26. thesis 1. Social media is simply a young persons technology with limited business appeal 2. Companies that fail to embrace social media tech. for business purposes will be left behind 3. Social media will become a key communications activity with customers 4. Social media is a more low-cost way of communicating than traditional media 5. As we have entered a possible economic downturn we need to focus on new ways of communicating with customers which add real value 6. Social media will allow us to add value to our customer interactions 7. Social media and traditional mainstream media complement each other 8. Social media and traditional mainstream media are in conflict with each other 9. Since social media have made communications more instantaneous they have forced organizations to respond more quickly to criticism 10. Social media is a hype, it won’t last long 11. Social media are more accurate than traditional mainstream media 12. Social media are more credible than traditional mainstream media 13. Social media are a more trusted information source than traditional mainstream media 14. Social media offer organizations a low-cost way to develop relationships with members of various strategic publics 15. Social media are impacting organizational transparency
  • 27. thesis  7 in 10 say social media will become a key communication tool with their customers  1 in 2 say that companies that fail to embrace social media technologies will be left behind  8 in 10 say social media have forced organizations to respond more quickly to criticism  6 in 10 say social media are impacting organizational transparency  9 in 10 say social media and traditional media are complementary  8 in 10 disagree that social media is a hype  8 in 10 disagree that social media is a young persons technology
  • 28. thesis graphs Young person technology 13% 8% 17% 1 2 3 24% 15% 53% 68% 23% 79% Agree Disagree Neutral Agree Disagree Neutral Agree Disagree Neutral 4 13% 5 20% 6 19% 12% 4% 7% 75% 73% 77% Agree Disagree Neutral Agree Disagree Neutral Agree Disagree Neutral
  • 29. thesis graphs 10% 11% 16% 7 8 5% 9 3% 3% 87% 81% 84% Agree Disagree Neutral Agree Disagree Neutral Agree Disagree Neutral 15% 7% 19% 18% 10 11 12 44% 43% 37% 39% 78% Agree Disagree Neutral Agree Disagree Neutral Agree Disagree Neutral
  • 30. thesis graphs 13 14 20% 15 24% 30% 34% 12% 62% 68% 8% 42% Agree Disagree Neutral Agree Disagree Neutral Agree Disagree Neutral
  • 31. conclusion  Marketing- and public relations professionals find themselves very familiar with the different social media tools.  The professional use of social media seems to already have a high degree of adoption.  Least known and least adopted tools are social bookmarking and microblogs.  The future importance attached to social media is significant, and is reflected in the 2009 budget.  The main reasons driving adoption are the complementary and supplementary nature of social media in the communication-mix, as reaching potential customers and maximizing campaign effectiveness.  Relationship building and the direct form of communication are seen as the main benefits.  The ‘uncontrollable’ nature of social media, as well as the fear for using ‘unproven’ technologies and the perceived risks for brand and reputation are the most important barriers to adoption.  The lack of internal capabilities and an organizational culture which does not provide sufficient incentives and is not open for innovation are significant barriers to social media adoption.  To accelerate the rate of adoption brings forth the need for case-studies with a proven ROI. * A detailed conclusion can be found in my thesis (dutch): here
  • 32. linkedin.com/in/advertisinggenius friendfeed.com/adgenius