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Social Media Update 2010
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Social Media Update 2010


This presentation provides an overview of the research I performed into: …

This presentation provides an overview of the research I performed into:
- how Dutch companies are using social media;
- how these companies are organizing their social media activities.

The research was performed in Q4 of 2009 in collaboration with Jungle Minds internet consultants.

Published in Business , Technology
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  • 1. Social Media Update 2010 Research into Dutch companies’ use and organization of social media by Bram Koster BrightTALK, March 9, 2010
  • 2. Bram Koster
    • 12 years experience in online marketing and comms
    • Has worked for:
      • Unilever, Ericsson, McCain, Rituals, Bruna (as external consultant)
      • Organon, WoningNet, AkzoNobel (as employee)
    • Now: Marketing & Communications Manager, ODMedia
      • Video on demand services
    • Holds MBA and MMM (master of marketing mngt)
  • 3. Bram Koster online
  • 4. Research questions What are companies doing with social media? How do they organize their social media activities?
  • 5. Research setup Collaboration with Jungle Minds , internet consultancy Online survey: 155 respondents Interviews: 14 respondents
  • 6. Very little experience 63% of respondents have been active in social media less than a year or have yet to start
  • 7. Expectations for 2010 73% expect growth or strong growth 0% expect decrease in resources
  • 8. Subjects covered in social media activities Heavy focus on products & services Much less on HR, sustainability, etc.
  • 9.  
  • 10. Organizational baby steps Few people involved Small number of FTEs allocated No separate budgets
  • 11.  
  • 12. First shoot and then find a target Companies use 5 different types of platforms Steep learning curve due to little experience and small number of people involved
  • 13.  
  • 14.
    • Top 3 B2B
    • Professional social networks
    • Microblogs
    • Personal social networks
    • Top 3 B2C
    • Personal social networks
    • Microblogs
    • Professional social networks / Video websites
  • 15. B2B vs B2C B2B has overtaken B2C in social media use (89% vs 77%) 53% of B2B companies started in 2009
  • 16. Industry reputation drives social media activities Companies in industries with low reputation are more active and have a broader scope in subjects Potential vicious circle
  • 17.  
  • 18.  
  • 19. Coordination of social media activities High reputation: 61% marketing in the lead Low reputation: 29% marketing in the lead
  • 20. Summary
    • Companies in NL searching for use of social media
      • What can they bring us?
    • Companies searching for best way to use
      • How do we take advantage of them?
    • Social media hardly integrated into organization
      • Experimental phase
    • B2B leads use of social media
    • Reputation drives social media activities (and vice versa?)
    • Lack of best practices & shining examples
  • 21. Thank you for your attention!
  • 22. Literature
    • Reputation Results of the Largest Companies in The Netherlands 2009 (report), Reputation Institute, 2009
    • The Annual Reputation Institute Study in The Netherlands 2007 (presentatie), Reputation Institute, 2007
  • 23. Image credits
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    • Slide 16: http:// =urn:gvn:SFA01:002008434&role= image&size =variable
    • Please contact me if you feel I’m using any of these images wrongly or illegally.