Social Media Online PR Study Econsutlancy 2009

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Social Media Online PR Study Econsutlancy 2009

  1. 1. Social Media and Online PR
  2. 2. Journalists
  3. 3. How journalists work <ul><li>91% of journalists search Google to do their job </li></ul><ul><li>64% use social networks </li></ul><ul><li>89% use blogs </li></ul><ul><li>stories, background, research, queries and sources </li></ul><ul><li>&quot;expert&quot; is a common search term </li></ul><ul><li>sources: TopRank, George Washington University, & Cision </li></ul>
  4. 4. How journalists work <ul><li>Over 75% of reporters view blogs as helpful in providing story ideas, story angles and insight into the tone of an issue </li></ul><ul><li>Nearly 70 percent of all reporters check a blog list on a regular basis </li></ul><ul><li>One in four reporters (27.7%) have their own blogs </li></ul><ul><li>About one in five (16.3%) have their own social networking page </li></ul><ul><li>Almost half of reporters (47.5%) say they are “lurkers” </li></ul><ul><li>Over half said blogs have a significant impact on “tone” (61.8%) and “editorial direction” (51.1%) of news reporting </li></ul><ul><li>source: Omnicom Group’s Brodeur and Marketwire (2008) </li></ul>
  5. 5. How journalists work <ul><li>While almost a third of journalists do not cover blogs, over 25% regularly read five or more blogs to research desired topics. Nearly 70% follow at least one blog regularly. </li></ul><ul><li>28% of journalists visit a social media or networking site, such as YouTube, Facebook and MySpace, at least once a week, over 44% visit at least once a month. </li></ul><ul><li>Nearly 16% of journalists receive five or more RSS feeds of news services, blogs, pod- or videocasts every week, and about 37% receive at least one regular RSS feed. </li></ul><ul><li>20% of journalists say they seek audio and video material at least once a month from corporate sites. </li></ul><ul><li>While a large majority (76.9%) of journalists report that they use local newspapers to follow news, c. 64% report they use Google or Yahoo news services. </li></ul><ul><li>source: TEKgroup International and Bulldog reporter (2008) </li></ul>
  6. 6. Overview <ul><li>Methodology </li></ul><ul><li>Findings </li></ul><ul><ul><ul><li>Social media activity </li></ul></ul></ul><ul><ul><ul><li>Tactics and strategies </li></ul></ul></ul><ul><ul><ul><li>Resourcing </li></ul></ul></ul><ul><ul><ul><li>Budgets, effectiveness and measurement </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>Barriers to success </li></ul></ul></ul><ul><ul><ul><li>Questions </li></ul></ul></ul>
  7. 7. Methodology <ul><li>Online survey September 2009 </li></ul><ul><li>Over 1,100 respondents, including: </li></ul><ul><ul><ul><li>458 client-side organizations </li></ul></ul></ul><ul><ul><ul><li>522 agency / supplier-side respondents </li></ul></ul></ul><ul><li>Biggest sectors: financial services, publishing, retail, travel. </li></ul>
  8. 8. Social media activity
  9. 9. Extent of social media activity <ul><li>We are heavily involved in social media 26% </li></ul><ul><li>We have experimented but not done much 64% </li></ul><ul><li>We don’t do anything 10% </li></ul>
  10. 10. Social media activity: breakdown by turnover
  11. 11. Social media activity: breakdown by sector
  12. 12. Major benefits of social media <ul><li>More brand awareness 73% </li></ul><ul><li>Increased customer engagement 71% </li></ul><ul><li>Better brand reputation 66% </li></ul><ul><li>Increased communication / networking with key influencers 62% </li></ul><ul><li>More online brand mentions 58% </li></ul><ul><li>Increased direct traffic to website 56% </li></ul><ul><li>Increased indirect traffic 46% </li></ul><ul><li>Higher customer satisfaction / advocacy / NPS 44% </li></ul><ul><li>Increased leads 43% </li></ul><ul><li>Increased sales 29% </li></ul><ul><li>More offline brand mentions 29% </li></ul><ul><li>Increased profitability 24% </li></ul>Clear pattern of priorities: “softer” brand-building factors more widely seen as “major benefits” of social media activity than harder financial advantages such as increased profitability
  13. 13. Attitude to social media <ul><li>Tremendous opportunities for the business 61% 31% </li></ul><ul><li>Major risks and challenges 12% 19% </li></ul><ul><li>Open-minded, but not fully convinced about value 27% 44% </li></ul><ul><li>A load of hype and a fad 0% 6% </li></ul>Overwhelming personal enthusiasm for social media, but many organisations do not share the same positive outlook Personal attitude Organisation's attitude
  14. 14. Organizational view of social media by turnover <ul><li>46% of companies with a turnover of <£1M feel social media provide tremendous opportunities </li></ul><ul><li>Bigger companies more likely to say social media is a fad. </li></ul>
  15. 15. Tactics and strategies
  16. 16. Online PR tactics employed <ul><li>Online traditional media relations 67% </li></ul><ul><li>Press release posting sites and wire services 60% </li></ul><ul><li>Online press office / investor center 44% </li></ul><ul><li>Blog relations 44% </li></ul><ul><li>Online dialogue with UGC / social media 43% </li></ul><ul><li>Online PR content creation 34% </li></ul><ul><li>Online reputation auditing and monitoring 33% </li></ul><ul><li>SEO press releases 32% </li></ul><ul><li>Online crisis and issues management 13% </li></ul>
  17. 17. Social media tactics employed <ul><li>Use of Twitter / microblogging 78% </li></ul><ul><li>Social network profile creation and management 65% </li></ul><ul><li>Creation of video / use of video-sharing sites 60% </li></ul><ul><li>Corporate or brand blog 47% </li></ul><ul><li>Use of social bookmarking sites 39% </li></ul><ul><li>Use of social news sites 31% </li></ul><ul><li>Creation of podcasts 25% </li></ul><ul><li>Creation of widgets 21% </li></ul><ul><li>Virtual world creation and management 6% </li></ul>
  18. 18. Areas of social media covered
  19. 19. Resourcing
  20. 20. Do you have resources dedicated to your social media activity?
  21. 21. Time taken up by social media <ul><li>More time 90% </li></ul><ul><li>Less time 2% </li></ul><ul><li>The same 8% </li></ul>Is social media activity taking up more time internally than it was a year ago?
  22. 22. Satisfaction with agency knowledge <ul><li>Very satisfied 13% </li></ul><ul><li>Moderately satisfied 42% </li></ul><ul><li>Neither satisfied nor dissatisfied 19% </li></ul><ul><li>Mildly dissatisfied 16% </li></ul><ul><li>Very dissatisfied 11% </li></ul>
  23. 23. Use of buzz monitoring technologies <ul><li>No 46% </li></ul><ul><li>Yes - free tool 39% </li></ul><ul><li>Yes – paid-for tool 8% </li></ul><ul><li>Yes - combination of free & paid-for tools 8% </li></ul>Do you use an online reputation or buzz monitoring technology to analyse what is being said about your brand?
  24. 24. Budgets, effectiveness and measurement
  25. 25. Budgets <ul><li>31% not spending any budget on social media. </li></ul><ul><li>Around half (49%) spending up to 10% on social media. </li></ul><ul><li>64% have increased social media budget since last year. </li></ul><ul><li>A third (34%) say spending has remained the same . </li></ul><ul><ul><li>Majority of companies (86%) expect investment in social media to increase in 2010. </li></ul></ul>
  26. 26. Value gained from social media <ul><li>Real, tangible value 25% </li></ul><ul><li>Some benefit, but nothing concrete 60% </li></ul><ul><li>No real value 15% </li></ul><ul><li>Absolutely no value – a waste of time 0% </li></ul>25% of companies have gained real, tangible value from social media. 60% have gained some benefit, but nothing concrete.
  27. 27. Value by involvement in social media <ul><li>“ You only get what you put in” – co mpanies getting the most value out of social media are heavily involved in the medium. </li></ul><ul><li>Only 1% of companies who are heavily involved in social media say that they have gained no real value from the channel. </li></ul>
  28. 28. Metrics <ul><li>Direct traffic to website 64% </li></ul><ul><li>Brand awareness 39% </li></ul><ul><li>Customer engagement 38% </li></ul><ul><li>Indirect traffic 27% </li></ul><ul><li>Sales 22% </li></ul><ul><li>Brand perception 20% </li></ul><ul><li>Leads 17% </li></ul><ul><li>Customer satisfaction / advocacy / NPS 16% </li></ul><ul><li>Online brand mentions 13% </li></ul><ul><li>We don’t measure anything 5% </li></ul><ul><li>Profitability 5% </li></ul><ul><li>Offline brand mentions 0% </li></ul>
  29. 29. Twitter
  30. 30. Organizational attitude to Twitter <ul><li>Tremendous opportunities for the business 31% </li></ul><ul><li>Major risks and challenges 13% </li></ul><ul><li>Open-minded, but not fully convinced about value 50% </li></ul><ul><li>A load of hype and a fad 7% </li></ul>
  31. 31. How does your organization use Twitter?
  32. 32. Types of Twitter account <ul><li>Overall company Twitter account 59% </li></ul><ul><li>Separate Twitter accounts for different individuals 28% </li></ul><ul><li>Separate Twitter accounts for different products and services 26% </li></ul><ul><li>None of the above 19% </li></ul>Companies are experimenting with different approaches to optimise overall engagement with the brand.
  33. 33. Reacting to Tweets <ul><li>We keep an eye on Twitter but don’t post Tweets 15% </li></ul><ul><li>We occasionally contact / acknowledge Tweets where we can help 29% </li></ul><ul><li>We systematically react to Tweets 34% </li></ul><ul><li>We don’t monitor Twitter 22% </li></ul>What are you doing? $*@!*&!
  34. 34. Employees posting on Twitter <ul><li>No one 10% </li></ul><ul><li>A single person 18% </li></ul><ul><li>Selected individuals 55% </li></ul><ul><li>Anyone who wants to 16% </li></ul>How many people within your organisation are allowed to post something on Twitter relating to your business? Productivity
  35. 35. Barriers
  36. 36. Reasons for not investing in social media
  37. 37. Barriers to effective social media engagement
  38. 38. Problems and challenges Social media done badly is worse than social media not done at all. We have decided to stay laggards because without the resources to dedicate to maintaining and updating content, it is a recipe for failure. Effective social media marketing requires buy-in from across the organisation with everybody contributing. We are still on a learning curve, but the biggest barrier is having a small team and a lack of time and resource to explore the potential benefits of this activity. “ “ “ ” ” ”
  39. 39. Summary <ul><ul><ul><li>Vast majority say they are planning to spend more money on social media, and it is taking more time. </li></ul></ul></ul><ul><ul><ul><li>Most companies are still experimenting, often because they don’t fully understand value. </li></ul></ul></ul><ul><ul><ul><li>Need to understand how social media fit with business objectives, and then decide on tactics and metrics. </li></ul></ul></ul>
  40. 40. Questions? All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2009. <ul><li>Download the full report: </li></ul><ul><li>http://econsultancy.com/reports/ </li></ul>Rebecca Lieb, VP, US Operations rebecca@econsultancy.com @lieblink Website: http://econsultancy.com Twitter: @Econsultancy

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