Connecting with your Content - Netherlands

1,528 views

Published on

New research from LinkedIn and Join the Dots proves that decision-makers in large and medium-sized European businesses (those with annual revenues of £4 million or €5 million) see social media as fundamental to doing business –and as a crucial driver of growth. Social is used to acquire new customers, generate leads, deliver content to a range of different audiences and generate advocacy and word of mouth; but also to inform all manner of business decisions, to listen to market trends, to source talent and to deliver customer service. And it’s rated as highly effective by over two-thirds of decision makers in all of these areas.

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,528
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
5
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • 150 Medium Businesses
    150 Large Businesses

    Who answered our survey?
    Individuals who own or who are currently employed in a senior role in a businesses with a total annual revenue of over £4million GBP
    The business had to currently make use of social media or plan to use it in the future
    Had to be the primary decision maker or have a strong level of influence over financial decisions in their business
    Had to make financial decisions that influenced the entire business or their division/business unit
  • Q9. For each of the following statements, please indicate whether your business has increased, decreased or stayed the same this year compared to last year?
    %
    10,001+ 13%
  • Q9. For each of the following statements, please indicate whether your business has increased, decreased or stayed the same this year compared to last year?
  • Q7. How long has your company been using social media?
    Data taken from Confirmit based on all respondents (including those screened)
  • Q13. For the following marketing activities, can you please indicate if your spend has increased, decreased, or stayed the same this year compared to last year?
    Q14. And on which of these marketing activities do you plan to increase spend in the future?

    N.B. Q13a vs Q9 (Increased and significantly increased combined manually)
    N.B. Q14a vs Q9 (Increased and significantly increased combined manually)
  • Q12a. Which of the following forms of advertising would you say has contributed to the growth that your business has experienced over the past year?

    29% of medium businesses experiencing revenue growth attribute this to social media spend
    35% of large businesses experiencing revenue growth attribute this to social media spend

    CAUTION: Low base for hyper-growth businesses (base size: 10)
    40% of hyper-growth businesses directly attribute this growth to increased spend on social media.


    Increased spend on events (37%), offline ads (36%), email marketing (27%), and direct post (27%) was also widely attributed to an increase in revenue by those businesses experiencing growth.

    37% of LinkedIn users whose business experienced revenue growth directly attributed this to increased social media spend. This is slightly lower than that achieved by Twitter (41%) but above that achieved by Facebook (36%). However, this is indicative only, as we are unsure as to which social media network the respondent has actually advertised on (i.e. may use both LinkedIn and Twitter, but has only advertised on Twitter).

  • Sourcing - Allows me to identify the CREDIBILITY and expertise of potential partners and CONNECT with vendors or other companies

    Open Innovation - Provides access to a broader COMMUNITY of other companies and thought leaders to seek opinions/recommendations

    Marketing and Sales - Allows me to build CREDIBILITY and provides a relevant CONTEXT for me to promote and advertise my company

    Customer Service - Allows me to CONNECT with current customers
  • Q29. If a financial services company were to use social media, what types of information would you expect to receive from it for your company?
    Q30. Which, if any, of the following do you recall receiving from your financial service provider(s) via social media?

    Q29. FULL BREAKDOWN OF INFORMATION EXPECTED TO BE RECEIVED
    Large businesses significantly more likely to expect customer stories and case studies in comparison to medium businesses (24% vs. 11%).
    New product information 39%
    Industry news / strategy information 32%
    Networking opportunities 31%
    Market and economic commentary 30%
    Finance events 30%
    Product performance updates 23%
    Best practices, how-to guides, checklists 23%
    Company background 22%
    New innovation and technology developments (e.g. managing an app, etc.) 22%
    Expert ratings, reviews or testimonials 22%
    Customer stories and case studies 17%
    Readily sharable marketing materials (e.g. printable brochures, etc.) 15%
    Thought leadership articles and stories 14%
    Peer ratings, reviews or testimonials 14%
    Crowd-sourced learning (e.g. discussion forums, communities, groups etc.) 12%
    Other 1%
    None of the above 8%

    Q30. FULL BREAKDOWN OF INFORMATION ACTUALLY RECEIVED
    Large businesses significantly more likely to recall receiving market/economic commentary information through social media in comparison to medium businesses (31% vs. 13%).
    New product information 30%
    Finance events 28%
    Networking opportunities 24%
    Company background 24%
    Market and economic commentary 22%
    Industry news / strategy information 22%
    Best practices, how-to guides, checklists 21%
    New innovation and technology developments (e.g. managing an app, etc.) 17%
    Customer stories and case studies 16%
    Crowd-sourced learning (e.g. discussion forums, communities, groups etc.) 12%
    Expert ratings, reviews or testimonials 12% Product performance updates 11%
    Readily sharable marketing materials (e.g. printable brochures, etc.) 10%
    Peer ratings, reviews or testimonials 10%
    Thought leadership articles and stories 8%
    Other 1%
    None of the above 17%

    Q27. MOST VALUABLE INFORMATION ON SOCIAL MEDIA
    No significant differences between medium/large businesses.
    Industry specific news/articles 65%
    Testimonials/reviews/opinions from customers or clients 65%
    Information on products/services 56%
    Testimonials/reviews/opinions from industry experts 56%
    News/articles about other companies 55%
    Industry research/white papers 53%
    Case studies from other companies 53%
    Testimonials/opinions from other companies 51%
    Helpful tips and tools from companies via emails 51%
    First hand success stories from other companies 48%
    Information about courses or classes 44%
    Best practices guides from other companies 44%
    Crowd-sourced learning (e.g. discussion forums, communities, groups etc.) 43%
    Helpful tips and tools from companies via display ads 39%
  • Connecting with your Content - Netherlands

    1. 1. Priming The Economic Engine: How social drives business growth and business decisions
    2. 2. Medium €5M to €29.9M DEFINING medium/large businesses (annual revenue) Large Over €30M 2 This report explores the way in which medium and large businesses in The Netherlands make use of social media. decision makers in medium and large businesses surveyed across the Netherlands 144
    3. 3. Key Findings Social media is seen as a vital business tool 88% of medium/large businesses currently use social media Increased spend on social media advertising is directly attributed to revenue growth 54% of medium/large businesses experiencing revenue growth have increased their spend on social media in the past year Financial services communication and content resonate and drive action with LinkedIn members 85% of medium/large business that use social media do so for financial purposes 3
    4. 4. Medium and large businesses are a highly attractive audience, and social media offers a unique opportunity to engage with them
    5. 5. A high proportion of businesses in the Netherlands are reporting growth in several key areas… 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 62% 50%55% 5Base: 144 medium/large businesses
    6. 6. GROWTH Increase in overall revenue compared to last year 55% 37% 7% NON-GROWTH Decrease/No change in overall revenue YoY HYPER GROWTH Significant increase in overall revenue YoY 6 62% of medium and large businesses in the Netherlands experienced growth in the past 12 months Base: 144 medium/large businesses
    7. 7. 7 Social media adoption in the Netherlands is well penetrated and usage is maturing Base: 144 medium/large businesses 88% Of medium and large businesses currently use social media 5% Plan to use social media in the future
    8. 8. 8 54%of those reporting revenue growth have increased their spend on social media advertising in the past year 40%of those reporting revenue growth suggest they will increase their spend on social media advertising in the future …which is closely related to an increase in spend on social media advertising. Base: 89 medium/large businesses experiencing revenue growth
    9. 9. % reporting that social media spend contributed to revenue growth 9 …with revenue growth widely attributed to an increased spend on social media advertising. Base: 89 medium/large businesses experiencing revenue growth Large businesses 35%Medium businesses 29%
    10. 10. 10 Social media networks used 71% 35% …with LinkedIn one of the most widely used networks. Base: 133 social media users 68%83%
    11. 11. Many of these businesses tend to make use of social media for marketing purposes… Base:144 medium/large businesses 11 Use social media to build awareness Use social media to drive business growth Use social media to increase sales 88% 83% 80% Top 5 uses of social media for financial purposes 1 2 3 4 5 Maintain a company presence and identity Advertise to generate new leads Generate word- of-mouth about my company Deliver content and new information Advertise to help increase awareness 35% 36% 39% 38% 44%
    12. 12. 12 …and tend to see social media as a vital tool for advertising, recruitment, and generating business growth. Base: 144 medium/large businesses 70% say social media is important for marketing their company 69% see social media as essential for the future of their company 65% say social media is important for gaining and retaining customers
    13. 13. 13 The most important challenge for medium and large businesse in The Netherlands is raising profit margins… 39% suggest that increasing profit margins will be their most important business challenge over the next year. Keeping up with technology 20% 21% 27% 28% 32% 38% 18% 16% Finding and hiring good employees Getting credit/financing/access to funding for my company Reducing costs Attracting new customers Increasing profit margins Keeping up with technology Retaining current customers Challenges faced by businesses in the Netherlands
    14. 14. 14 Social media is seen as an effective channel for marketing and driving business...along with impacting operational efficiencies and sourcing Base: 144 social media users who access for specific business purposes % reporting that social media is effective for… Customer service support/ handle complaints/retain customers 82% CUSTOMER SERVICE 52% FIND VENDORS Find vendors or companies that can help my company 86% RECRUIT Find and source new employees Deliver content and new information about my company 84% CONTENT DELIVERY 88% DRIVING AWARENESS Maintain a company presence and identity
    15. 15. Social media (and LinkedIn in particular) is highly influential for medium/large businesses when choosing a financial services provider 15
    16. 16. have used social media for finance-related reasons 85% Top 5 uses of social media for financial purposes 16 Social media is widely used for financial purposes, particularly to keep up with current trends… Base: 278 social media users 1 2 3 4 5 Keep up-to-date on financial trends Recommend a financial product to others Gather preliminary financial information Seek advice on a financial decision Evaluate or re- think a previous financial decision 24% 25% 28% 26% 41%
    17. 17. 17 This encourages businesses to take action based on the financial information they receive through LinkedIn… Top 6 actions as a result of exploring content on LinkedIn Base: 185 LinkedIn users
    18. 18. 18 Path to Purchase DISCOVERY Gather info / stay up- to-date CONSIDERATION Seek advice/info to make a purchase DRIVEN TO ACTION ON LINKEDIN (Any action) 88% Allowing users to discover and consider financial information on the network is vital to driving action… Base: 94 LinkedIn users
    19. 19. 19 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) 64% …and also to drive purchases based on the information received through LinkedIn. Base: 94 LinkedIn users Path to Purchase
    20. 20. 20 Businesses are more open to receiving financial information from LinkedIn than any other network. Base: 144 medium/large businesses % who actioned a response after receiving information on each network 74% 58%68% 53%
    21. 21. 21 CREDIBILITY 62% agree that LinkedIn allows them to build credibility. CONNECTION 43% agree that LinkedIn lets them connect with vendors or potential partners. CONTEXT 66% agree that LinkedIn provides a relevant context to promote and advertise their company. COMMUNITY 62% agree that LinkedIn provides access to a broader community of other companies to seek opinions. This is due to LinkedIn being able to effectively provide businesses with the 4Cs… Base: 94 LinkedIn users
    22. 22. 22 ...which offers a valuable resource across different activities in the value chain. Marketing & Sales Sourcing Open Innovation Customer Service
    23. 23. 30% 22% 24% 22% 28% 39% 32% 31% 30% 30% Top 5 types of financial content expected on social media Providing more information in-line with business needs may help to provoke greater exploration of content… New product information Industry news / strategy information Networking opportunities Market and economic commentary Finance events Base: 144 medium/large businesses Information actually received through social media Information expected to be received through social media KEY 23
    24. 24. Build your followers Encourage referrals and recommendations Provide real-time assistance Build community Publish thought leadership LIKE ▪ SHARE ▪ COMMENTFOLLOW INMAIL SPONSOR UPDATE 24 GROUPS …which allows us to build relationships with businesses through various touch points on LinkedIn.
    25. 25. v Best practices for marketers 25 Enable learning throughout each phase of the purchase path Fulfill unmet content needs Provide resources for the entire SMB value chain Build your credibility by facilitating open dialogue with these businesses “We have improved communication with customers, which gives us a better picture of their needs. Also found a few new business partners through social media and acquired new customers.” - Large business, Manufacturing/Industrial sector

    ×