#inFC14#inFC14
The role of social media in driving
growth for SMBs in Australia
#inFC14#inFC14
DEFINING
businesses
Small/Medium
$8M to $44.9M AUD
Upper Medium
Over $45M AUD
The role of social media in d...
#inFC14#inFC14
Key Findings
3
SOCIAL MEDIA IS A VITAL TOOL FOR SMB’S
 89% use social media to build awareness
 72% see s...
#inFC14
SMBs are a highly attractive
audience, and social media offers
a unique opportunity to engage
with them
#inFC14#inFC14
SMBs in Australia are currently experiencing widespread growth…
5
Have experienced an
increase in total rev...
#inFC14#inFC14
81%
Of businesses
currently use social
media
6%Plan to use social
media in the future
Social media is used ...
#inFC14#inFC14 7
Social media is largely used for
marketing and generating awareness. Top 5 uses of social media
Deliver c...
#inFC14#inFC14
As such, many SMBs see social media as a vital tool
for generating growth.
% agreeing that…
8
Base: 167 sma...
#inFC14#inFC14
The #1challenge facing businesses in today’s market is attracting
new customers
9
65%say social media is a
...
#inFC14#inFC14
88%
Advertise to help
increase awareness of
my company, products
and services
83%
Maintain a company
presen...
#inFC14#inFC14
75%
Find vendors/
companies that can
help my company
73% 65%
Learn from experts
in my industry
…. Along wit...
#inFC14#inFC14
GROWTH
Increase in overall revenue
compared to last year
57%
30%
13%
NON-GROWTH
Decrease/No change in
overa...
#inFC14#inFC14
Over half of business experiencing hyper-growth directly attribute
revenue to social media spend.
% reporti...
#inFC14#inFC14
Businesses in hyper-growth are more likely to use social media
specifically to drive sales and/or grow thei...
#inFC14
Social media (and LinkedIn in
particular) is highly influential when
choosing a financial services
provider
15
#inFC14#inFC14
Over 3 in 4 use social media
for financial purposes…
Top 5 uses of social media
for financial purposes
Keep...
#inFC14#inFC14
…with more than half of respondents suggesting they are
open to receiving financial information from Linked...
#inFC14#inFC14
CREDIBILITY
61% agree that LinkedIn allows them
to build credibility.
CONNECTION
66% agree that LinkedIn le...
#inFC14#inFC14
...providing a valuable resource across different activities in the
SMB value chain
19
Open
Innovation
Mark...
#inFC14#inFC14
This allows LinkedIn to drive action through the content provided
to businesses...
20
Learned of a new fina...
#inFC14#inFC14
…to a greater extent than other social media providers.
21
% who actioned a response after receiving
inform...
#inFC14#inFC14
Ensuring that LinkedIn users discover and consider
information is vital to driving action…
Path to Purchase...
#inFC14#inFC14
…and also to drive purchases.
Path to Purchase
23
DISCOVERY
Gather info / stay up-
to-date
CONSIDERATION
Se...
#inFC14
SMBs are a highly attractive
audience, and social media offers a
unique opportunity to engage with
them
24
#inFC14#inFC14
There are opportunities to drive exploration of content by providing
information aligned to their businesse...
#inFC14
Build your followers
Encourage referrals and
recommendations
Provide real-time
assistance
Build community
Publish ...
#inFC14
v
Best practices for marketers
27
Enable learning throughout each phase of the purchase path
Fulfill unmet content...
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The role of social media in driving growth for SMBs in Australia

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Social media is a vital tool for SMBs with 89% using social media to build awareness and 72% seeing social media as essential for the future of the business. Revenue growth is directly related to increased marketing spend on social media. 58% of businesses experiencing hyper-growth directly attribute this to increased spend on social media advertising. LinkedIn offers opportunities for financial providers to inform and influence businesses through content on the LinkedIn platform.


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  • Q33. On which social media sites have any of the following actions ever occurred as a result of your hearing or reading something on social media?
    Q33 (q27) and vs. Q9

    FULL BREAKDOWN (* indicates low base)
    Living Social = 77%*
    Google+ = 72%
    LinkedIn = 66%
    Pinterest = 60%*
    Facebook =59%
    Foursquare = 58%*
    Yelp = 57%*
    Twitter = 50%
  • Q33. On which social media sites have any of the following actions ever occurred as a result of your hearing or reading something on social media?
    Q33 (q27) vs. Use of social media for financial purposes (2)

    Discovery (61% use social media for financial ‘Discovery’ purposes)
    Use social media to gather preliminary information or/and
    Stay up-to-date on financial trends/ products/ companies

    Consideration (43% use social media for financial ‘Consideration’ purposes)
    Use social to seek advice or gather info to make a financial decision or/and
    evaluate or re-think a financial decision
  • Q33. On which social media sites have any of the following actions ever occurred as a result of your hearing or reading something on social media?
    Q33 (q27) vs. Use of social media for financial purposes (2)

    Discovery (61% use social media for financial ‘Discovery’ purposes)
    Use social media to gather preliminary information or/and
    Stay up-to-date on financial trends/ products/ companies

    Consideration (43% use social media for financial ‘Consideration’ purposes)
    Use social to seek advice or gather info to make a financial decision or/and
    evaluate or re-think a financial decision
  • The role of social media in driving growth for SMBs in Australia

    1. 1. #inFC14#inFC14 The role of social media in driving growth for SMBs in Australia
    2. 2. #inFC14#inFC14 DEFINING businesses Small/Medium $8M to $44.9M AUD Upper Medium Over $45M AUD The role of social media in driving growth for SMBs in Australia 2 SMBs surveyed across Australia 240
    3. 3. #inFC14#inFC14 Key Findings 3 SOCIAL MEDIA IS A VITAL TOOL FOR SMB’S  89% use social media to build awareness  72% see social media as essential for the future of the business REVENUE GROWTH IS DIRECTLY RELATED TO INCREASED MARKETING SPEND ON SOCIAL MEDIA  58% of businesses experiencing hyper-growth directly attribute this to increased spend on social media advertising  Businesses experiencing hyper-growth are more likely to specifically use social media to drive sales or growth LINKEDIN OFFERS OPPORTUNITIES FOR FINANCIAL PROVIDERS TO INFORM AND INFLUENCE BUSINESSES  78% of businesses use social media for financial purposes  55% of businesses are open to receiving financial information from LinkedIn  66% of LinkedIn users have been driven to action by content on the network
    4. 4. #inFC14 SMBs are a highly attractive audience, and social media offers a unique opportunity to engage with them
    5. 5. #inFC14#inFC14 SMBs in Australia are currently experiencing widespread growth… 5 Have experienced an increase in total revenue over the past year Have experienced an increase in customer/client numbers over the past year Have experienced an increase in overall profitability over the past year 70% 69%58% Base: 240 businesses
    6. 6. #inFC14#inFC14 81% Of businesses currently use social media 6%Plan to use social media in the future Social media is used by the vast majority of businesses in Australia… 6 Base: 223 businesses
    7. 7. #inFC14#inFC14 7 Social media is largely used for marketing and generating awareness. Top 5 uses of social media Deliver content and new information about my company 01 51% 03 Generate word-of- mouth about my company 48% 04 Maintain a company presence and identity 45% 05 Promotional purposes and to provide deals 44% 02 Advertise to help increase awareness 49% 7 build awareness 89% Increase sales 84% drive business growth 82%
    8. 8. #inFC14#inFC14 As such, many SMBs see social media as a vital tool for generating growth. % agreeing that… 8 Base: 167 small/medium/large businesses experiencing revenue growth 67% Using social media helps/will help me to stay ahead of the game 72% I see social media as essential for the future of my company 73% Social media is important for marketing my company 73% Having my company presence on social media is important
    9. 9. #inFC14#inFC14 The #1challenge facing businesses in today’s market is attracting new customers 9 65%say social media is a vital resource for getting new customers #inFC14
    10. 10. #inFC14#inFC14 88% Advertise to help increase awareness of my company, products and services 83% Maintain a company presence and identity 79% Deliver content and new information about my company SMB’s see social media offering an effective channel for Marketing and Driving Business. % reporting that social media is effective for… 10 BRANDING ADVERTISING CONTENT DELIVERY 77% Generating new business leads LEAD GENERATION Base: 214 social media users who access for specific business purposes
    11. 11. #inFC14#inFC14 75% Find vendors/ companies that can help my company 73% 65% Learn from experts in my industry …. Along with impacting operational efficiencies and sourcing % reporting that social media is effective for… 11 Find and source new employees 71% Customer service/ support FIND VENDORS INDUSTRY INSIGHTS RECRUIT CUSTOMER SERVICE Base: 214 social media users who access for specific business purposes
    12. 12. #inFC14#inFC14 GROWTH Increase in overall revenue compared to last year 57% 30% 13% NON-GROWTH Decrease/No change in overall revenue YoY HYPER GROWTH Significant increase in overall revenue YoY This in turn provides businesses with the opportunities needed to grow… 12 Base: 240 small/medium/large businesses
    13. 13. #inFC14#inFC14 Over half of business experiencing hyper-growth directly attribute revenue to social media spend. % reporting that social media spend contributed to revenue growth 13 Hyper Growth 58% Growth 39% Base: 167 small/medium/large businesses experiencing revenue growth
    14. 14. #inFC14#inFC14 Businesses in hyper-growth are more likely to use social media specifically to drive sales and/or grow their operations Reported motivations for using social media 14 Base: 167 small/medium/large businesses experiencing revenue growth 91% 86% 79% 90% 97% 100% BUILD AWARENESS INCREASE SALES DRIVE GROWTH Businesses experiencing revenue growth Businesses experiencing revenue hyper-growth
    15. 15. #inFC14 Social media (and LinkedIn in particular) is highly influential when choosing a financial services provider 15
    16. 16. #inFC14#inFC14 Over 3 in 4 use social media for financial purposes… Top 5 uses of social media for financial purposes Keep up-to-date on financial trends 01 43% 02 Gather preliminary financial information 40% 03 Seek advice on a financial decision 32% 04 Recommend a financial product to others 26% 05 Evaluate or re-think a previous financial decision 21% Base: 223 social media users have used social media for finance-related reasons78% 16
    17. 17. #inFC14#inFC14 …with more than half of respondents suggesting they are open to receiving financial information from LinkedIn Openness to receiving financial content and information on social media sites 17 of hyper-growth businesses are receptive to receiving financial content on LinkedIn 68% 55% 41% 35% 21% 18%46% Base: 240 small/medium/large businesses
    18. 18. #inFC14#inFC14 CREDIBILITY 61% agree that LinkedIn allows them to build credibility. CONNECTION 66% agree that LinkedIn lets them connect with vendors or potential partners. CONTEXT 64% agree that LinkedIn provides a relevant context to promote and advertise their company. COMMUNITY 69% agree that LinkedIn provides access to a broader community of other companies to seek opinions. LinkedIn is seen to provide businesses with the 4Cs… 18 Base: 143 LinkedIn users
    19. 19. #inFC14#inFC14 ...providing a valuable resource across different activities in the SMB value chain 19 Open Innovation Marketing & Sales Sourcing Customer Service
    20. 20. #inFC14#inFC14 This allows LinkedIn to drive action through the content provided to businesses... 20 Learned of a new financial company Shared information about financial trends, products or companies Contacted a financial representative / asked for additional information Discussed a financial product with a friend or colleague Learned of a new financial product/policy Conducted additional research on a financial product 29% 27% 24% 22% 19% 17% Base: 143 LinkedIn users
    21. 21. #inFC14#inFC14 …to a greater extent than other social media providers. 21 % who actioned a response after receiving information on each network 50%59%66% of hyper-growth businesses actioned a response based on LinkedIn content 71% Base: 143 LinkedIn users; 177 Facebook users; 124 Twitter users
    22. 22. #inFC14#inFC14 Ensuring that LinkedIn users discover and consider information is vital to driving action… Path to Purchase 22 DISCOVERY Gather info / stay up- to-date CONSIDERATION Seek advice/info to make a purchase DRIVEN TO PURCHASE ON LINKEDIN (any action) 82% Base: 143 LinkedIn users
    23. 23. #inFC14#inFC14 …and also to drive purchases. Path to Purchase 23 DISCOVERY Gather info / stay up- to-date CONSIDERATION Seek advice/info to make a purchase DRIVEN TO PURCHASE ON LINKEDIN (Insurance policy and/or investment product) 36% Base: 143 LinkedIn users
    24. 24. #inFC14 SMBs are a highly attractive audience, and social media offers a unique opportunity to engage with them 24
    25. 25. #inFC14#inFC14 There are opportunities to drive exploration of content by providing information aligned to their businesses needs… Top 5 types of financial content expected on social media 25 Base: 240 small/medium/large businesses 26% 26% 25% 21% 21% 52% 48% 46% 46% 44% 22% 26% 29% 33% 35% New product information Industry news / strategy information Market and economic commentary Networking opportunities Company background Info actually received Info expected to be received Remainder info
    26. 26. #inFC14 Build your followers Encourage referrals and recommendations Provide real-time assistance Build community Publish thought leadership LIKE ▪ SHARE ▪ COMMENTFOLLOW INMAIL SPONSOR UPDATE 26 GROUPS …which allows us to build relationships with SMBs through various touch points on LinkedIn.
    27. 27. #inFC14 v Best practices for marketers 27 Enable learning throughout each phase of the purchase path Fulfill unmet content needs Target hyper-growth companies Provide resources for the entire SMB value chain Build your credibility by facilitating open dialogue with these businesses
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