The and Social Media a Setting the Pace for US Businesses Research Partners Dr. Nora Ganim Barnes Director, Center for Marketing Research Chancellor Professor of Marketing UMass Dartmouth [email_address] Eric Mattson Marketing & Social Media Consultant Blog: www.ericmattson.com Podcast: www.jenerous.com [email_address]

What’s your SMQ? Read blogs? Have blogs? Listen to podcasts? Have a podcast? Have social networking profile? Watch online video? Share videos online? Read wikis? Contribute to wikis?

Read blogs? Have blogs?

Listen to podcasts? Have a podcast?

Have social networking profile?

Watch online video? Share videos online?

Read wikis? Contribute to wikis?

Why study corporate social media? -- 94 million blogs indexed -- 100 million videos viewed daily, 65,000 new videos uploaded daily -- 200 million accounts -- 8.29 million articles in 253 languages In a 30-second spot world, social media has ENORMOUS market power and potential.

-- 94 million blogs indexed

-- 100 million videos viewed daily, 65,000

new videos uploaded daily

-- 200 million accounts

-- 8.29 million articles in 253 languages

The Big Question Are businesses actually using social media? Or is it all hype?

Are businesses actually using social media?

Or is it all hype?

Previous Research 2005 Cass/BackBone Media surveyed 75 corporate bloggers 2006 SocialText and Blog Business Summit hosted wikis to track Fortune 500 blog usage 2006 Makovsky/Harris Interactive found that of the Fortune 1000, 15% have someone writing a blog 2006 Jupiter Research reported 35% of large co.’s planned to have corporate blog by end of the year

2005 Cass/BackBone Media surveyed 75 corporate bloggers

2006 SocialText and Blog Business Summit hosted wikis to track Fortune 500 blog usage

2006 Makovsky/Harris Interactive found that of the Fortune 1000, 15% have someone writing a blog

2006 Jupiter Research reported 35% of large co.’s planned to have corporate blog by end of the year

Research Methodology Started with a respected list: Developed a survey focused on 4 questions: Is the Inc. 500 familiar with social media? Is the Inc. 500 using social media? Does the Inc. 500 consider social media important? Does the Inc. 500 monitor social media? All calls made at the University of Massachusetts Dartmouth Center for Marketing Research.

Started with a respected list:

Developed a survey focused on 4 questions:

Is the Inc. 500 familiar with social media?

Is the Inc. 500 using social media?

Does the Inc. 500 consider social media important?

Does the Inc. 500 monitor social media?

All calls made at the University of Massachusetts Dartmouth Center for Marketing Research.

121 of the 2006 companies responded. Diverse in industry, size and location. Included 4 of the top 10, 7 of the top 25, and 22 of the top 100 companies from the list. Results are statistically valid The Response

121 of the 2006 companies responded.

Diverse in industry, size and location.

Included 4 of the top 10, 7 of the top 25, and 22 of the top 100 companies from the list.

Results are statistically valid

Familiarity

Usage

Usage 56% The Bottom Line: Over half of Inc. 500 companies are using at least one form of social media.

Importance

Monitoring 51% Methods: Reading RSS feeds, monitoring web statistics, tracking video downloads, surfing the web and watching online competitive activity

Responsible Party

The Conclusion Social media has arrived in business The hype is real. 56% of the Inc. 500 are using at least one form of social media. 66% consider social media “very important” or “somewhat important” to their strategy 51% of companies are monitoring social media

Social media has arrived in business The hype is

real.

56% of the Inc. 500 are using at least one form of social media.

66% consider social media “very important” or “somewhat important” to their strategy

51% of companies are monitoring social media

Actionable Advice These technologies are still young. There are no few right answers. Explore. Play. Participate. Start with education. Familiarity drives usage. Be patient. Invest appropriately. Social media is not an overnight “silver bullet” for success.

These technologies are still young. There are no few right answers. Explore. Play. Participate.

Start with education. Familiarity drives usage.

Be patient. Invest appropriately. Social media is not an overnight “silver bullet” for success.

Q&A Want our slides? Have more questions? Want to join our email list? Email us: [email_address] [email_address]

Social Media and College Admissions Overview We surveyed (via phone) the admissions departments at the 2,000 4-year accredited universities in the US. 453 responded including top schools like Duke, Vassar, and Carnegie Mellon. Statistically valid results

We surveyed (via phone) the admissions departments at the 2,000 4-year accredited universities in the US.

453 responded including top schools like Duke, Vassar, and Carnegie Mellon.

Statistically valid results

Social Media and College Admissions Questions Focused on 4 main questions: Are colleges and universities familiar with social media? Are colleges and universities using social media? Do colleges and universities consider social media important? Do colleges and universities use search engines and/or social networking to recruit and research perspective students?

Focused on 4 main questions:

Are colleges and universities familiar with social media?

Are colleges and universities using social media?

Do colleges and universities consider social media important?

Do colleges and universities use search engines and/or social networking to recruit and research perspective students?

Social Media and College Admissions Results 61% of accredited 4 year colleges use at least one form of social media. Blogging is the most common media with 33% of admissions departments using it. 51% of admissions depts. feel that social media is “very important” to their recruiting strategy. Colleges are using search engines (26%) and social networks (21%) to research potential students.

61% of accredited 4 year colleges use at least one form of social media.

Blogging is the most common media with 33% of admissions departments using it.

51% of admissions depts. feel that social media is “very important” to their recruiting strategy.

Colleges are using search engines (26%) and social networks (21%) to research potential students.