Its our hometown, and it’s “one of America’s best mid-sized cities”‘Moderate’ economics, politics, etc.Hubspot has us at absolute average for Twitter usageOnline survey of our ‘network’, including AMA and PRSA membersSample matches market demographics – org. types, sizes, etc.
N=907 w/ Des Moines Business Record readershipAnswered for 2009 activity and 2010 forecasts1 in 5 said they’d spend more in 2010
2011 results… N=407 representing market demographics; no sample shift from 2010
Nearly 80 percent use social media (+5 pts)Starting ‘in the last 12 months’ down 12 pts
75% are committing more than one person’s time to social media3 in 4 people directly responsible for the work are not devoting more than 1/4 of their timeSpending is flat year over year; 82% under $10k 1 in 4 says they will grow their budget in 2011NOTE: 65 hours/1.5 FTEs for 4 SM channels? http://www.cloudspark.com/2010/03/30/survey-says-65-hours-per-week-for-social-media/
Nearly every organization is using social networks like FacebookUse of most other tools is flat, though online forums are down 13 pointsOnly 1 in 10 organizations are using online monitoring toolsB-M study of F100: 25% have ‘all four’ -- Twitter, Facebook, and YouTube accounts, and maintain a blog; was 20% in 2010.
‘Yes’ is up 5 pts88 percent say social media’s value will increase in 2011
Full sample; N=2571 in 10 are monitoring52% have a process for responding
Chartis thosewho say activity meets expectations (n=103); PR is +11pts here vs. sampleMedia mix is now earned,paid and owned
Again, chart is thosewho say activity meets expectations (n=103); Internal collaboration +7pts (vs. sample)Customer support +5Lowering expenses +5New partnerships +3
6 in 10 with strategy are getting what they expect (vs. 4 in 10 without)Is social media just a channel?
Satisified organizations are using more tools -- +15 videos, +13 blogs, +10 photos -- across more functions, especially PR and customer service
More measurement= better outcomes?
Chart is only those who are satisfied (N=99 with ‘meets expectations’):Customers + 27Media +27Employees + 22Government +8
Listen – learn, respondKnow why… – let strategy drive value proposition and tools selectionIntegrate – beyond marketing, across functionsMeasure – proves value, enables quick adjustment
2011 Social Media Des Moines Survey
Social Media in Des Moines<br />A review of local practices for PRSA Central Iowa<br />
All media is social<br />Most reporters and editors depend on social media sources when researching their stories<br />89% read blogs<br />65% use Facebook and LinkedIn<br />61% use Wikipedia <br />52% use Twitter<br />George Washington University, Jan. 2010<br />
Why Des Moines?<br />Middle American methodology<br />
The 2010 baseline…<br />3 in 4 organizations participating<br />‘Creating awareness’ was the leading goal<br />Strategy and measurement were lacking<br />Social networks were the most popular tools<br />Resources were thin<br />1 in 3 said activity met their expectations<br />
Key Findings<br />What changed in 12 months<br />
2. We’re maturing (a bit)<br />Half now have a strategy in place (+5 pts)<br />Half have policies guiding employee use of these tools (+10 pts)<br />Half have a process for responding to relevant social media discussion (+3 pts)<br />Almost half are measuring outcomes (2x!)<br />
5. Outcomes may be getting better<br />Improving relationships with customers (+9) and media (+8) <br />56% say social media is easier to measure than traditional media (+18)<br />Half say their organizations are doing a “good job” with social media (+12)<br />88% say social is worth the investment<br />