Why Social Media Projects Fail?! – A European Perspective

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  • 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!
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  • 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.
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  • 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.
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  • It's surprising!

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

    Thanks for the share.
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  • the insight is dead-on
    the common sense which is not so common in digital marketing
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  • 1. BSI
    WhySocial Media Projects Fail?! – A European Perspective
    Brand Science Institute, 17th August 2010
  • 2. S
    R
    P
    V
    L
    T
    L
    Wedid an undercoverstudyforthe last 7 months in 12 countries acrossEuropesbiggestcompaniesto understand:
    „Whatgoeswrong?“
    563 marketersfrom 52 Brands wereinvolved!
    P
  • 3. CRM?
    RESEARCH?
    ADVERTISING?
    81% OF ALL COMPANIES DON‘T HAVE A CLEAR SOCIAL MEDIA STRATEGY!
    MARKETING?
    PR?
  • 4. CORPORATES TEND TO TAKE TWICE AS LONG AS START-UPS FOR SOCIAL MEDIA PROJECTS
  • 5. ONLY 7% UNDERSTAND THE REAL VALUE OF CUSTOMER INTERACTIONS!
  • 6. ONLY 27% HAVE A CLEAR UNDERSTANDING OF THEIR CUSTOMERS
  • 7. SOCIAL MEDIA PROJECTS ARE THREE TIMES MORE UNDER CONTROL
  • 8. Show me the money!
    73% HAD TO SHOW THE MONEY AFTER 12 MONTHS
  • 9. 76% FEEL THAT LEGAL DEPARTMENTS HINDER SOCIAL MEDIA PROJECTS
  • 10. 87% HAD TO CORRECT THEIR SOCIAL MEDIA EXPECTATIONS
  • 11. 72% THOUGHT SOCIAL MEDIA MUST BE VIRAL
  • 12. 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
  • 13. 84% COMPARE SOCIAL MEDIA PERFORMANCE WITH STANDARD MEDIA MEASURES
  • 14. 76% DON‘T MODERATE SOCIAL MEDIA PROJECTS ACCURATELY (IF AT ALL)
  • 15. ONLY 7% UNDERSTAND THE CRM VALUE OF SOCIAL MEDIA
  • 16. 91% ALLOCATE BUDGETS THE WRONG WAY!
    K
    Social Media
    Traditional Marketing/Media
    t
  • 17. 37% THINK THAT SOCIAL MEDIA IS A MEDIA BUY
  • 18. 53% WERE STEPPING INTO THE GEEK-TRAP
  • 19. 92% ARE NOT AWARE OF THEIR FB DEPENDENCY
    *
    e.g. Like-Value: $0.25
    = $ 361.121,25
  • 20. 71% TAKE EXPENSIVE UPFRONT INVESTMENTS TO SECURE TECHNICAL FUNCTIONALITY
  • 21. ONLY 11% HAVE SOCIAL MEDIA GUIDELINES
  • 22. 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
  • 23. ONLY 4% SHARE THEIR SOCIAL MEDIA EXPERIENCE THROUGHOUT THE COMPANY
  • 24. WWW.BSI.AG