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2011 Social Media Des Moines Survey
2011 Social Media Des Moines Survey
2011 Social Media Des Moines Survey
2011 Social Media Des Moines Survey
2011 Social Media Des Moines Survey
2011 Social Media Des Moines Survey
2011 Social Media Des Moines Survey
2011 Social Media Des Moines Survey
2011 Social Media Des Moines Survey
2011 Social Media Des Moines Survey
2011 Social Media Des Moines Survey
2011 Social Media Des Moines Survey
2011 Social Media Des Moines Survey
2011 Social Media Des Moines Survey
2011 Social Media Des Moines Survey
2011 Social Media Des Moines Survey
2011 Social Media Des Moines Survey
2011 Social Media Des Moines Survey
2011 Social Media Des Moines Survey
2011 Social Media Des Moines Survey
2011 Social Media Des Moines Survey
2011 Social Media Des Moines Survey
2011 Social Media Des Moines Survey
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2011 Social Media Des Moines Survey

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N=409 businesses and not-for-profit organizations in central Iowa; report covers social media goals, adoption and outcomes

N=409 businesses and not-for-profit organizations in central Iowa; report covers social media goals, adoption and outcomes

Published in: Business, Technology
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  • Who’s using what and the outcomes of their effortsData you can use to improve your own online communication
  • 77% of Americans use the Internet (240m)
  • Social is about ¼ of online time, on average; almost 8 hours per weekTV is 40 hours per week, on average
  • http://www.gwu.edu/explore/mediaroom/newsreleases/nationalsurveyfindsmajorityofjournalistsnowdependonsocialmediaforstoryresearch
  • 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
  • Transcript

    • 1. Social Media in Des Moines<br />A review of local practices for PRSA Central Iowa<br />
    • 2. First, some context…<br />
    • 3. Social isn’t everything (yet?)…<br />
    • 4. 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 />
    • 5. Why Des Moines?<br />Middle American methodology<br />
    • 6. 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 />
    • 7. Key Findings<br />What changed in 12 months<br />
    • 8. 1. Adoption may be peaking<br />
    • 9. 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 />
    • 10. 3. Resources remains scarce<br />
    • 11. 4. Social networks still rule<br />
    • 12. 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 />
    • 13. 5. Room for improvement remains<br />
    • 14. Digging deeper<br />What this means for PR and your organization<br />
    • 15. Are you listening?<br />Results meet expectations?<br />
    • 16. Public relations leadership?<br />
    • 17. Goals that work<br />
    • 18. Strategy helps<br />
    • 19. Participation required<br />
    • 20. Measurement matters<br />Results meet expectations?<br />
    • 21. Outcomes<br />
    • 22. In summary…<br />Listen<br />Know why you’re participating<br />Integrate<br />Measure<br />
    • 23. Questions?Ryan @ 515.224.1086 or www.hanser.com<br />Thanks!<br />

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