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Why Social Media Projects Fail?! – A European Perspective

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Why Social Media Projects Fail?! – A European Perspective Presentation Transcript

BSI
WhySocial Media Projects Fail?! – A European Perspective
Brand Science Institute, 17th August 2010

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Wedid an undercoverstudyforthe last 7 months in 12 countries acrossEuropesbiggestcompaniesto understand:
„Whatgoeswrong?“
563 marketersfrom 52 Brands wereinvolved!
P

CRM?
RESEARCH?
ADVERTISING?
81% OF ALL COMPANIES DON‘T HAVE A CLEAR SOCIAL MEDIA STRATEGY!
MARKETING?
PR?

CORPORATES TEND TO TAKE TWICE AS LONG AS START-UPS FOR SOCIAL MEDIA PROJECTS

ONLY 7% UNDERSTAND THE REAL VALUE OF CUSTOMER INTERACTIONS!

ONLY 27% HAVE A CLEAR UNDERSTANDING OF THEIR CUSTOMERS

SOCIAL MEDIA PROJECTS ARE THREE TIMES MORE UNDER CONTROL

Show me the money!
73% HAD TO SHOW THE MONEY AFTER 12 MONTHS

76% FEEL THAT LEGAL DEPARTMENTS HINDER SOCIAL MEDIA PROJECTS

87% HAD TO CORRECT THEIR SOCIAL MEDIA EXPECTATIONS

72% THOUGHT SOCIAL MEDIA MUST BE VIRAL

68% NEVER HEARD OF THE 1-9-90 RULE
Ein halbes Prozent aller aktiv gewordenen Nutzer ist für fast zwei Drittel der Editierungen verantwortlich - ein Kreis von nicht einmal 2000 Personen.
Wikipedia könnte nicht funktionieren ohne diesen harten Kern, die WikipedianerSpiegel 16/2010

84% COMPARE SOCIAL MEDIA PERFORMANCE WITH STANDARD MEDIA MEASURES

76% DON‘T MODERATE SOCIAL MEDIA PROJECTS ACCURATELY (IF AT ALL)

ONLY 7% UNDERSTAND THE CRM VALUE OF SOCIAL MEDIA

91% ALLOCATE BUDGETS THE WRONG WAY!
K
Social Media
Traditional Marketing/Media
t

37% THINK THAT SOCIAL MEDIA IS A MEDIA BUY

53% WERE STEPPING INTO THE GEEK-TRAP

92% ARE NOT AWARE OF THEIR FB DEPENDENCY
*
e.g. Like-Value: $0.25
= $ 361.121,25

71% TAKE EXPENSIVE UPFRONT INVESTMENTS TO SECURE TECHNICAL FUNCTIONALITY

ONLY 11% HAVE SOCIAL MEDIA GUIDELINES

86% DON‘T HAVE A CLUE HOW TO HANDLE A SOCIAL MEDIA BACKLASH
86% DON‘T HAVE MANUALS HOW TO HANDLE A SOCIAL MEDIA BACKLASH

ONLY 4% SHARE THEIR SOCIAL MEDIA EXPERIENCE THROUGHOUT THE COMPANY

WWW.BSI.AG

harrypotter12 Good work. Enjoyed it. Thanks for sharing. http://www.clickandsendparcel.com 1 year ago

Are you sure you want to

3M UK at 3M UK I love these slides! Did you know we’re running a competition on SlideShare to win a 3M PocketProjector MP180? To enter, simply tag your presentation with ‘3MInform’. Head over to our page for more details... and don’t forget to follow us to find out if you get shortlisted! 2 years ago

mentalwais Very interesting perspective from a Euro standpoint. Social Media is a proven marketing and revenue tool in the U.S. - Perhaps it is a cultural thing that cannot connect the true value of Social Media. I will admit that Social Media is often miss-understood, but with the right integration in the overall marketing and communication strategy, it can be a valuable asset. 2 years ago

Christophe Merlin, Rédacteur Culture at le mag Utiliser les réseaux ou s'en servir n'est pas du tout la même chose... S'en servir est plus complexe qu'il n'y paraît. 2 years ago

Romero Cavalcanti, Consultor de Empresas em Excelência no Atendimento ao Cliente / Customer Service Consultant. at RBV Consultoria / Consulting It's surprising!

As helping the companies understand 'the power' of social media and apply that knowledge to their businesses.

Thanks for the share. 2 years ago

Sippu Rout, Consultant at Infosys the insight is dead-on
the common sense which is not so common in digital marketing 2 years ago

Marek Baco, Account Director at H1.cz | Ataxo.com EU companies still DONT get social media... 2 years ago

BSI at BSI Hi everybody, Thanks for all the comments. Please let us know your emails and we send you the pdf-file asap. Please send your email to jac (at) b-s-i.org! Same for further questions about the study!

DANKE! 2 years ago

Andrea Nastase, Strategist at London Strategy Unit Instead of moaning about downloading it, just copy paste the data you need by scrolling to the bottom of the page. Unless you're really after the ground-breaking pictures.

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v 2 years ago

Walter Pike, New Marketing Maven, thinker, writer, speaker and teacher at PiKE | The New Marketing Agency, The Digital Marketing Academy, The AAA School of Advertising hey how about making it downloadable - its the social thing to do 2 years ago