The State of                       Corporate                     Social MediaWritten byNick JohnsonFounder, Useful Social ...
The State of Corporate Social Media 2012                                                                         www.usefu...
The State of Corporate Social Media 2012                                                                              www....
The State of Corporate Social Media 2012                                                                                  ...
The State of Corporate Social Media 2012                                                                        www.useful...
The State of Corporate Social Media 2012                                                                                  ...
The State of Corporate Social Media 2012                                                                  www.usefulsocial...
The State of Corporate Social Media 2012                                                                             www.u...
The State of Corporate Social Media 2012                                                                                  ...
The State of Corporate Social Media 2012                                                                                  ...
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This is an 8-page sample taken from the 47-page State of Corporate Social Media briefing from Useful Social Media.

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SAMPLE: State of Corporate Social Media 2012

  1. 1. The State of Corporate Social MediaWritten byNick JohnsonFounder, Useful Social Media@gnjohnsonwww.usefulsocialmedia.comJoin the community on:Twitter: @usefulsocialFacebook: /usefulsocialmediaLinked in: linkd.in/USMgroupSign up for our corporate social media newsletterat www.usefulsocialmedia.com
  2. 2. The State of Corporate Social Media 2012 www.usefulsocialmedia.comTable of contents Page Forward 3 Methodology 4 What do corporate social media teams look like? 9 Who owns corporate social media? 16 What does your social media department do? 21 Budgets for corporate social media 26 Social Media Metrics and Measurement 29 Working with external service providers 40 2
  3. 3. The State of Corporate Social Media 2012 www.usefulsocialmedia.comForeword Since December 2009, Useful Social Media have been lucky enough to witness first-hand the explosion in corporate social media adoption. The growth of social media, and it’s consequent invasion of – initially, at least – corporate marketing departments, has signalled a fundamental shift in how corporations communicate with their stakeholders. For so long, the relationship was one of loudspeaker to mute crowd. A company bought TV advertising, billboards, and radio slots to declare how wonderful and worthy of money their product or service was. Consumers were expected to listen, not respond. No longer. The advent of social media has opened the lines of communication between producer and consumer. Marketing is no longer a one-way street. Now everyone is talking to everyone else. Producers to consumers. Consumers to producers. Consumers to consumers (about producers). And now things are starting to spread. The incubation chamber of social media is hatching a real revolution in corporate-consumer relations. Companies and consumers are both starting to ask: Why stop at marketing? Companies are realising social media can be leveraged for so much more than getting marketing messages across. And equally, consumers are realising than simply listening/ responding to marketing messages is a missed opportunity, and does not leverage the full power that social media has given them. Customer service. Product development. Employee engagement. Crisis response. Social is beginning to be incorporated into every aspect of business. In this briefing we will look at the hard statistics that represent this revolution. We will look at social media resourcing (financial and human), we will look at key social objectives and goals, we’ll look at ROI and other metrics, key networks, and plans for the future. If you work on social media for big brands – or make it your business to understand how these big brands approach social – then this 50 page document contains key stats, facts, analysis and trends that will ensure you take full advantage of this revolutionary shift in the relationship between businesses and their consumers. Read on, Nick Nick Johnson Founder Useful Social Media 3
  4. 4. The State of Corporate Social Media 2012 www.usefulsocialmedia.com [chart heading] What is the key focus of your role?   What  job  )tles  do  our  respondents  have?    [chart heading] What is the key focus of your role?   Social   13%   What  job  )tles  do  our  respondents  have?     What is the key focus of your role? Marke3ng 31%   Communi Social   Communi 13%   21%   Marke3ng   Brand   31%   Communica3ons   Digital   Community   21%   Media   Brand   3%   9%   15%   Digital   Web   4%   Media   3%   None  of  t 9%   2%   15%   2%   Web   4%   None  of  the  above   2%   2%   The most popular job title in our survey respondents was, as last year, marketing/communications. unsurprising – most companies tend to incorporate social media into marketing/communications te lookingjob title popular job to look) our implementationmarketing/communications. marketing/ The most title in at survey respondents was, as last year,The most popular (or being forced respondents was, as last year, within other departments. is in our survey Thisunsurprising – communications. This incorporate social – most companies tend to incorporate before most companies tend to is unsurprising media into marketing/communications teams, social media into marketing/communications teams, before looking (or being forced to look) atlooking (or being forced to look) atrespondents suggest other departments. Interestingly, 13% of implementation within their role predominantly focuses on social – suggesting a implementation within other departments. the popularity of both social media-specific roles, and that of discrete social media departments.Interestingly, 13% of respondents suggest their role predominantly focuses on social – suggesting a growth inthe popularity Interestingly, media-specific roles, and that of discrete social media departments. on social – of both social 13% of respondents suggest their role predominantly focuses [chart heading] Howin the popularity of   both social media-specific roles, and that of suggesting a growth senior are you?[chart heading] Howsocial media departments. discrete senior are you?   How senior are you? Seniority  of  respondents   Seniority  of  respondents   C-­‐suite  (chief,  CEO,  CIO,   4%   4%  C-­‐suite  (chief,  CEO,  CCMO,  President)   IO,   9%   CMO,  President)   9%   Vice-­‐President  (VP,  VVice-­‐President  (VP,  Vice)   ice)   39%   39%   18%   18%   Director  (dir/head)   Director  (dir/head)   Manager  (mgr)   Manager  (mgr)   26%   26%   Execu3ve  (adm,  assistant,   4%   officer   Execu3ve  (adm,  assistant,   4%   officer  Unsurprisingly, social media is still the domain of relatively junior staff. Over a quarter of our respondentswere of a Manager level. Unsurprisingly, social media is still the domain of relatively junior staff. Over a quarter of Unsurprisingly, social media is still the domain of relatively junior staff. Over a quarter of our respo our respondents were of a Manager level.When compared with 2011, the first interesting shift becomes apparent. In 2011, only 33% of our respondents were of a Manager level.were Director-level, or more senior. However, this year that number has swelled to an impressive 49%. Thiscould back an assertion that companies2011, the first interesting shift becomesimportant toIn 2011, only When compared with are beginning to treat social media as more apparent. their coregoals, and that 33% of our respondents climbing the corporate ladder.becomes However, In 2011, that When compared with 2011,were first interestingor more senior. apparent. this year only 33% of our r direct exposure to social is the Director-level, shift were Director-level, or more senior. However, this year that number has swelled to an impressive 5 could back an assertion that companies are beginning to treat social media as more important to th goals, and that direct exposure to social is climbing the corporate ladder.
  5. 5. The State of Corporate Social Media 2012 www.usefulsocialmedia.com number has swelled to an impressive 49%. This could back an assertion that companies are beginning to treat social media as more important to their core goals, and that direct exposure to social is climbing the corporate ladder.[chart title] In what part of the world are you located? In what part of the world are you located? As is visible from the above, the respondents to this survey were truly global – though aAs is visible from the above, the respondents to this survey were truly global – though a majority come from majority come from the USA and Canada.the USA and Canada.Whilst this reflects our own area ofarea of operations, assumed thatassumed that the media adoption Whilst this reflects our own operations, it is often it is often the corporate social corporaterate is more advanced than in Europe. Thisadvanced than in to lend credence to that argument – though social media adoption rate is more chart would appear Europe. This chart would appear toother subsequent graphs and charts will though to determine the viability of this statement. lend credence to that argument – be used other subsequent graphs and charts will be used to determine the viability of this statement.[chart title] Do you work for a ‘corporate’ (client side) or for a service provider (agency-side)[Moving forward – for all ‘general charts’ – those which weren’t produced in Word/Excel, like the onenext – can you just use the title on the chart itself as the [chart title], and remove the title text fromthe chart image? 6
  6. 6. The State of Corporate Social Media 2012 www.usefulsocialmedia.com [CHAPTER] What do corporate social media teams look like?What do corporate [chart heading] Howdo corporate social mediawork exclusively on social media at your company? social media many members of staff teams look like? [CHAPTER] What [for these charts – made in excel and word – can you please reduce the size of the chart title toteams look like? be[chart small What–do justified? Can you also–ensureexclusively on social media at your company? very heading] How many members of staff work size consistency, and that we use the same and left [for these charts made in excel and wordteams look please reduce the size of the chart title to [CHAPTER] corporate social media can you like? order each time (ie CORPORATE as the biggest chart, and then four below in this order – USA be very small and left justified? Can you also ensure size consistency, and that we use the same and Europe on one line, and then B2Cstaff work exclusively on social media at sizedcompany? [chart heading] How CORPORATE of and B2B on the next line – similar your to below] order each time (ie many members as the biggest chart, and then four below in this order – USA and these chartsone line, staff then B2C and B2Bsocial media at your company? chart title to [for Europe on – made in excel and word – can you pleasenext line – similarthe How many members of and work exclusively on on the reduce the size of sized to below] be very small and left justified? Can you also ensure size consistency, and that we use the same Results  from  corporate-­‐only  prac))oners   order each time (ie CORPORATE as the biggest chart, and then four below in this order – USA and Europe on one line, and then B2C and B2B on the next line – similar sized to below] Corporate only practitioners from  corporate-­‐only  prac))oners   Results   Results  from  corporate-­‐only  prac))oners   5%   9%   5%   Zero   9%   Zero   5%   One   9%   44%   18%   Zero   One   44%   Two  -­‐  Three   18%   One   Two  -­‐  Three   44%   Four  -­‐  Six   18%   Two  -­‐  Three   -­‐  Six   Four   24%   6+   Four  -­‐  Six   24%   6+   24%   6+   EUROPEAN Corporates Corporates   EUROPEAN   EUROPEAN  Corporates   EUROPEAN  Corporates   USA  Corporates   USA Corporates USA  Corporates   8%   4%   8%   Zero   Zero   USA  Corporates   10%   4%   8%   5%   10%   4%   Zero   10%   Zero   One   5%   Zero   One   5%   Zero   One   One   17%   Two  -­‐  Three   40%   One   17%   17%   Two  -­‐  Three   18%   40%   40%   One   50%   50%   Two  -­‐  Three   18%  18%   21%   50%   Two  -­‐  Three   21%   21%   Four  -­‐-­‐    Six   27%   Two  -­‐  Three   -­‐  Three   Two   Four  -­‐  Six   Six   Four   27%   27%   Four  -­‐  Six   Four  -­‐  SFour  -­‐  Six   ix   6+   6+  6+   B2C  CCorporates   B2C   orporates   B2C   orporates   B2C Corporates B2B  Corporates   B2B  Corporates   B2B  Corporates   B2B Corporates 11%   11%   2%   5%   5%   11%   Zero   2%   5%   2%   7%   Zero   Zero   Zero   7%   7%   Zero   17%   Zero   31%   One   17%   17%   One   31%   31%   One   One   One   One   22%   22%   22%   29%   Two  -­‐  Three   24%   52%   Two  -­‐  Three   Two  -­‐-­‐  Three   Two     Three   24%   52%   24%   52%   Two  -­‐  T  hree   Two  -­‐ Three   29%   29%   Four  -­‐  Six   Four  -­‐  Six   Four  -­‐-­‐    Six   Four   Six   Four  -­‐  S  Six   Four  -­‐ix   In comparison with our 2011 report, the average social media team has remained pretty much the same. A In comparison with our 2011 report, the average social media team has remained pretty typical team would beourabout one or two people working exclusively on social media. of 2011 report, the average In In comparisonsame. A 2011 report, the average social media team has remained pretty much the same. A A comparison with our typical team would be ofsocial media or two people working exclusively same. much the with about one team has remained pretty much the typical teamwhen you break aboutone or two people workingfour or moreon social media. can begin to typical team would be ofabout one or two people working exclusively on social media. on social media. However, would be of out the higher figures – ie team with exclusively practitioners, one identify a trend. 17.5% of 2012 companies say they have four or more people working exclusively on social However, when that figure was 22%. higher figures – ie team with four or more practitioners, one can begin toto However, when you break out the higher figures – ie media. In 2011,whenbreak out the the higher figures – ie with four or more more practitioners, However, you you break out team team with four or practitioners, one can begin identify a trend. 17.5% of 2012 companies say they have four or more people working exclusively on social identify a can begin to identify a trend. 17.5% of 2012 four or more people working exclusively on social oneIn 2011, 17.5% of 2012 companies say they have companies say they have four or more trend. media. that figure was 22%. media. In 2011, that figure was 22%. social media. In 2011, that figure was 22%. people working exclusively on The initial reading of this would imply a lack of progress – indeed, a reversal – in social adoption within business. However, there is an alternative view. 9
  7. 7. The State of Corporate Social Media 2012 www.usefulsocialmedia.comThe ‘Hub and Spoke’ model of social media is often declared to be (see Solis) a moreadvanced step on the social media journey. In this model, companies build up a smallteam of social media practitioners (the hub), who influence, direct and assist individualswithin other departments around the business (spokes). The ‘spokes’ are there to executesocial media policy – which is often set by the hub.Before this, companies tended to have a less strategic structure – building up a largergroup of practitioners in one department who are there to ‘do everything’.We see the reduction in team size as a move towards a hub and spoke model – reducingthe number of people who work exclusively on social media to a core team of one or two,and then giving social responsibilities to others within the organisation as part of their coreresponsibilities.Breaking down the data to investigate other trendsOnce we break down this data to focus exclusively on the differences between Europeanand US corporations, it becomes apparent that differences exist. One can conclude thatUS-based companies are more likely to have more people working exclusively on socialmedia than their European counterparts. Only 50% of Europeans have anyone workingfull-time on social, while the figure is 60% for US companies.This implies a continuation of last year’s trend of Europeans lagging behind UScorporations in social media adoption – though it’s worth pointing out that the gap seemsto have narrowed.When you look at the split between B2C and B2B businesses, the difference is far moreobvious. While only 48% of B2B companies have anyone working on social media full-time,a huge 69% of B2C companies do. As well as that, a full 40% of these B2C companieshave two or more people working on social, compared to 24% of B2B companies.Recently, Useful Social Media produced an article highlighting the top 5 companiesworking with social media today. Every featured company was drawn from the B2C world.Perhaps this lack of staffing goes some way to explain the poor showing for B2Bs. 10
  8. 8. The State of Corporate Social Media 2012 www.usefulsocialmedia.comWhat key performance indicators do you use? What  KPIs  do  you  use?   20.0%   18.0%   16.0%   14.0%   12.0%   10.0%   8.0%   6.0%   4.0%   2.0%   0.0%  When one looks at the key performance indicators that brands use to track impact, it becomes clear why itWhen one looks at the key performance indicators that brands use to track impact,there is still such confusion overis stillmedia impact tracking.becomes clear why there social such confusion over social media impact tracking.First place goes to ‘web traffic’, which is frankly too simplistic atoo simplisticmany meaningful things aboutFirst place goes to ‘web traffic’, which is frankly measure to say a measure to say manysocial media impact and about social media impactan important worrying that itsocial media impactmeaningful things it is worrying that it retains such and it is place in corporate retains such anassessment. place in corporate social media impact assessment.importantAn increase in followers of social accounts (second place) is a marginally more useful metric, but has its limits,An increase in followers of social accounts (second place) is a marginally more usefultoo. One could have 1,000,000 followers, but if all are either irrelevant to a brand’s product, or have nometric, but has its limits, too. One could have 1,000,000 followers, but if all are eitherengagement with said brand, there is little benefit.irrelevant to a brand’s product, or have no engagement with said brand, there is littlebenefit.It is only when we get down to third place that we find a truly social metric – engagement. For engagement tobe languishing in third place after several years of corporate social media activity is deeply disturbing.It is only when we get down to third place that we find a truly social metric – engagement.After these three metrics, we get a significant drop off before we come to the next set of metrics - which areFor engagement to be languishing in third place after several years of corporate socialadmittedly harder (but still eminently possible) to measure, but immeasurably more useful. Conversion to salesmedia activity is deeply disturbing.and conversion to leads. For corporate social media impact assessment to improve, the industry must see anincrease in the use of these more fitting metrics.After these three metrics, we get a significant drop off before we come to the next setof metrics - which are admittedly harder (but still eminently possible) to measure, butimmeasurably more useful. Conversion to sales and conversion to leads. For corporate[chart title:] What are the most useful metrics for you?social media impact assessment to improve, the industry must see an increase in the useof these more fitting metrics. 37
  9. 9. The State of Corporate Social Media 2012 www.usefulsocialmedia.com What are the most useful metrics for you? Which  are  the  most  useful  metrics  for  you?   70%   Frequency  of  Response   60%   50%   40%   30%   20%   All  Corpora3ons   10%   US-­‐based  corpora3ons   0%   web  traffic   Ac3vity/Engagement   %  of  ac3ve  members   3me  spent  on  site   sharing   share  of  conversa3on  vs   Sen3ment   Sa3sfac3on   Revenue  (per  follower)   Klout   Increase  in  followers/fans   Conversion  to  sales   Conversion  to  leads   #  of  evangelists   Reach   Other   European  corpora3ons   B2C  Corpora3ons   B2B  Corpora3ons   Metric   Looking at those metrics that companies find most useful, the picture becomes moreLooking at those It turnsthat companies find most useful, being used leave a little to be desired –out interesting. metrics out that while the metrics the picture becomes more interesting. It turnsthat while the metrics being used leave asituation isdesired – practitioners are aware thatwhich are the practitioners are aware that the little to be unsatisfactory, and understand the situation isunsatisfactory, and understand which are the more biggest – and useful metrics. The biggest discrepancies more relevant – and useful metrics. The relevant discrepancies between what is beingbetween what is being tracked and what should be tracked are: tracked and what should be tracked are: 1) Activity/Engagement – from 14% to 38% - 24% 1. Activity/Engagement – from 14% to 38% - 24% 2) Conversion to sales – from 7% to 30% - 23% 2. Conversion to sales – from 7% to 30% - 22% 3) Conversion to leads – from 6% to 28% - 23% 4) Evangelists – from 2% to 21% - 19% 3. Conversionvs Inactive – from 6% to17% - 22% 5) Active to leads – 6% to 23% - 28%You can see that the – from shift is towards far more representative social media metrics. Too often people 4. Evangelists biggest 2% to 21% - 19%are relying on standard metrics ill-fitted to social media impact assessment. 5. Active vs Inactive – 6% to 23% - 17%The most popular metrics people want to use moving forward are: You can see that the biggest shift is towards far more representative social media metrics. Activity 1) Too often people are relying on standard metrics ill-fitted to social media impact assessment. 2) Increase in followers 3) Conversion to sales The most popular metrics people want to use moving forward are: 4) Web traffic 5) Conversion to leads 1. ActivityThe presence of increase in followers and web traffic show that there is still a little way to go – and perhapsreflects Increaseconfidence in the alternatives – or the increasing oversight of a board who care more about 2. a lack of in followersabsolute numbers and metrics they understand. 3. Conversion to sales 4. Web traffic 5. Conversion to leads The presence of increase in followers and web traffic show that there is still a little way to go – and perhaps reflects a lack of confidence in the alternatives – or the increasing 38
  10. 10. The State of Corporate Social Media 2012 www.usefulsocialmedia.com[chart title] Do you think newboard whoneedmore about absolute numbers and metrics they understand. oversight of a metrics care to be developed to track social media impact? Do you think new metrics need to be developed to track social media impact? Corporates  only   Corporate only practitioners 21%   Yes   No   79%   Rather unsurprisingly, the response on this chart is rather emphatic. 79% of corporateRather  unsurprisingly,  the  response  on  this  chart  is  rather  metrics currentlyf  available are insufficient tothat   respondents feel that social media emphatic.  79%  o corporate  respondents  feel   track social media impact.social  media  metrics  currently  available  are  insufficient  to  track  social  media  impact. 39

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