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2008 Tribalization Of Business Study Quantitative 1216385415561514 9
 

2008 Tribalization Of Business Study Quantitative 1216385415561514 9

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Collectives are the future~

Collectives are the future~

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    2008 Tribalization Of Business Study Quantitative 1216385415561514 9 2008 Tribalization Of Business Study Quantitative 1216385415561514 9 Presentation Transcript

    • 2008 TRIBALIZATION OF BUSINESS STUDY How to Achieve Transformational Change  through Communities and Social Networks – Results of the Quantitative Survey – (7/15/08) 
    • A STUDY PRODUCED BY: Deloitte (www.deloitte.com)  Beeline Labs (www.beelinelabs.com) Society for New Communications Research (www.sncr.org)  2
    • THE FINDINGS IN THIS PRESENTATION ARE BASED ON SURVEYS OF OVER 140 COMPANY OFFICIALS WHO ACTIVELY USE COMMUNITIES THE RESULTS IN THIS PRESENTATION ARE THE RESULTS FROM THE QUANTITATIVE PORTION OF SURVEY 3
    • What is the purpose of your online community? 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Companies are leveraging communities both to get market ideas and insights inside their company as well as to get their message out in the marketplace 4
    • Is your community focused: 21% Internally Externally 79% While a majority of communities are externally focused we interviewed a fair amount of internally focused communities – primarily in support of product innovation 5
    • What are your business objectives for this community? 60% 50% 40% 30% 20% 10% 0% A majority of community efforts are focused on improving the top line revenue instead of reducing cost 6
    • Which of your objectives have you been most successful in achieving? 40% 35% 30% 25% 20% 15% 10% 5% 0% Communications‐related benefits seem to dominate the objectives which are most often achieved with success 7
    • Which of your objectives have you been least successful in  achieving? 35% 30% 25% 20% 15% 10% 5% 0% Many community efforts are too new to decide whether or not they did not met their business objective 8
    • Measuring progress and success ‐ business measures 60% 50% 40% 30% 20% 10% 0% While the major business measures seem to be inline with the community business objectives, many business measure are sales focused even though that was not one of the key business goals. 9
    • Measuring progress and success – web analytics 70% 60% 50% 40% 30% 20% 10% 0% There is generally a mismatch between the web stats that companies track and the stated goals for the communities. 10
    • Community features contributing the most to effectiveness 60% 50% 40% 30% 20% 10% 0% Leveraging the social aspects of communities seems to be the most important factor contributing to community effectiveness 11
    • The biggest obstacles to making communities work 60% 50% 40% 30% 20% 10% 0% Companies deploying communities seem to have a problem in attributing value to the community lurkers 12
    • UNEXPECTED BENEFIT HAVE YOU REALIZED FROM YOUR COMMUNITY Reach of Word of Mouth for free Advertising Revenue Knowledge about customers Lots of active users Greater visibility Ideas generated by communities That our market really will tell us what they want ‐‐ if we just ask How happy customers are with the outreach This shows that many companies are still confused about what to expect from business communities 13
    • WHAT ONE PIECE OF ADVICE WOULD YOU GIVE Get commitment from top management Start slowly  Start with the business strategy Keep activity level up Content is king  Have an attractive and a short name  Participate, do not control...the community does not belong to you  Focus on enabling community interaction  Get professional help  14
    • How long has your community been running? 20% Less than six months 37% Six months to one year One to three years More than three years 26% 17% A majority of communities are less than one year old 15
    • Which department is responsible for this community? 2% Customer Service While communities spring up in every part of the organization, they eventually tend to get consolidated in marketing 6% IT 4% Sales 12% Public relations 40% Marketing 8% Product development 4% Market research 25% Other 16
    • How many active members do you have? In general there tends to be a mismatch between the 9% More than 10,000 size of the communities and the goals of the communities relative to the size of the organizations deploying them 8% 5,001 ‐ 10,000 8% 1,001 ‐ 5,000 13% 501 ‐1,000 27% 101 ‐ 500 34% < 100 17
    • Is the community: 9% Open to the public Private 32% Other 59% 18
    • Do you manage the community: 10% 8% Internally with our own  employees Outsource to marketing  services firm Other 82% 19
    • How many full time people manage this community? 34% None: part time job 27% One 13% 2 ‐ 5 8% 6 ‐ 10 8% More than 10 9% Other There is a mismatch between the resources allocated to communities relative to the goals of those communities and the relative size of the companies setting them up 20
    • What is the approximate annual operating budget? 58% < $50,000 24% $50,001 ‐ $200,000 8% $200,001 ‐ $500,000 5% $500,001 ‐ $1 million 6% More than $1 million Here again, there is a mismatch between the investments made in communities relative to the goals of those communities and the relative size of the companies setting them up 21
    • Over the next 12 months will your investment in the  community: 4% Increase Stay the same Decrease 44% 52% Companies tend to start small and grow their community efforts organically. 22
    • What is your role with the community? 21% Executive sponsor 42% Community manager 18% Consultant/agency 19% Other 23
    • What are your company’s annual revenues? 29% Under $1million 22% $1 ‐ $10 million 14% $10 ‐ $50 million 7% $50 ‐ $250 million 2% $250  ‐ $500 million 3% $500million to $1billion 23% More than $1 billion 24
    • My company is best described as: 20% Business to business 43% Business to consumer Other (i.e., healthcare, non‐ profit, etc.) 37% 25
    • How do you learn about online community trends? 53% Conferences 85% Social media (blogs, communities) 48% Friends and colleagues 51% Media 28% Analysts 26% Consultants and agencies 8% Other 26
    • QUESTIONS? Contacts: Francois Gossieaux, Beeline Labs: francois@beelinelabs.com Jen McClure, Society for New Communications Research jen@sncr.org Ed Moran, Deloitte: emoran@deloitte.com 27