2011 social media in industry survey

2011 SOCIALMEDIA ININDUSTRYSURVEYCONDUCTED BY SEMPLICE RESEARCHJANUARY-FEBRUARY 2012

WHAT YOU’LL LEARNIN THIS REPORTFrom companies who used social media in 2011: whichnetworks they found valuable and for what purposes, whattheir primary obstacles were, and what some of theirsuccesses were.From companies who didn’t use social media in 2011: whythey chose not to.From all companies: whether and how they plan to use socialmedia in 2012.©2012 Semplice Research: “2011 Social Media in Industry Survey”

WHAT KIND OF BUSINESSDOES YOUR COMPANYPRIMARILY ENGAGE IN? Manufacturer of end products 48% Systems integrator 34% Manufacturer of 33% equipment, tools, materials or… Service provider 14% Distributor or manufacturers 12% representative Marketing organization 10% Consultant 8%©2012 Semplice Research: “2011 Social Media in Industry Survey”

WHICH NETWORKS DIDYOU USE IN 2011?100% Very Active on Network 90% Moderately Active on Network 80% 25% Rarely Active on Network 70% 38% 16% 60% 50% 40% 40% 39% 15% 29% 30% 42% 27% 20% 13% 8% 15% 10% 21% 20% 11% 16% 30% 0% 13% 12% 11% 8% 24% 6% 2% 3% 3% 8% 3% 2% 2% 3% 8% 2% 0% 2% 0%©2012 Semplice Research: “2011 Social Media in Industry Survey”

WHAT DID YOU USE SOCIAL NETWORKS FOR? Promote existing products and services 75% Promote new products and services 74% Distribute press releases/corporate news 60% Promote appearances at trade shows 57% Monitoring for mention of company,brand or 50% products Connecting with existing customers 50%Monitoring for discussions involving companys area 49% of expertise Market research 38% Promote corporate-run or sponsored events 37% (seminars, webinars, training, etc.) Advertise job openings 27% Customer service/answering support questions 21% Written-in answers: Knowledge sharing, Monitoring competition, General Sales/answering sales questions 18% awareness, Corporate communication, CSR, Show demo of new product ©2012 Semplice Research: “2011 Social Media in Industry Survey”

REGARDING 7% 13% Very Active Moderately Active Only 7% of companies 38% Rarely Active surveyed did not use Did Not Use at All LinkedIn in 2011. 42% 56% 27% 17% Of those who used LinkedIn in 2011, 83% found it somewhat to very useful. Very useful Somewhat useful Not at all useful©2012 Semplice Research: “2011 Social Media in Industry Survey”

REGARDING 21% 24% Very Active Moderately Active 76% of companies Rarely Active surveyed used Twitter in Did Not Use at All 2011 25% 30% 51% 27% 22% Of those who used Twitter in 2011, 78% found it somewhat to very useful. Very useful Somewhat useful Not at all useful©2012 Semplice Research: “2011 Social Media in Industry Survey”

REGARDING 20% 25% Very Active Moderately Active Rarely Active 75% of companies Did Not Use at All surveyed are using Facebook. 16% 39% 60% 26% Of the companies who used 13% Facebook, 73% found it somewhat to very useful. Not as many companies find it as “very Very useful Somewhat useful Not at all useful useful” as LinkedIn, Twitter or©2012 Semplice Research: “2011 Social Media in Industry Survey” Google+.

REGARDING Google+ was introduced 6% in June 2011. Business 12% pages weren’t available until November 2011. Very Active Moderately Active 15% Only 33% of companies Rarely Active surveyed tried out the brand Did Not Use at All new network in 2011. 67% 42% 37% 21% Of those who did use Google+, 63% found it somewhat to very useful. Very useful Somewhat useful Not at all useful©2012 Semplice Research: “2011 Social Media in Industry Survey”

INDUSTRY FORUMS 3% Roughly half of the 24% companies surveyed followed or participated Very Active on industry forums in 47% Moderately Active 2011. Rarely Active Did Not Use at All 67% 27% 27% Those that used industry forums 7% found them more useful than not. Very useful Somewhat useful Not at all useful©2012 Semplice Research: “2011 Social Media in Industry Survey”

COMPANY’S FORUMS 11% Only 30% of companies 11% surveyed had user or Very Active discussion forums of Moderately Active their own. Rarely Active 8% Did Not Use at All 71% 42% 42% 16% Nearly half of the companies that had invested in their own forums found them very useful. Very useful Somewhat useful Not at all useful©2012 Semplice Research: “2011 Social Media in Industry Survey”

INDUSTRY BLOGS 3% 62% of companies read, followed or participated on industry 38% 30% blogs. Very Active Moderately Active Rarely Active Did Not Use at All 63% 29% 23% 13% 86% found industry blogs to be somewhat to very useful. Very useful Somewhat useful Not at all useful©2012 Semplice Research: “2011 Social Media in Industry Survey”

COMPANY BLOGS 16% 44% of companies surveyed had blogs. A Very Active third of those companies Moderately Active 13% posted frequently to their 55% Rarely Active blogs. Did Not Use at All 15% 42% 38% 19% As with company forums, a large percentage of companies who had blogs found them to be very Very useful Somewhat useful Not at all useful useful tools.©2012 Semplice Research: “2011 Social Media in Industry Survey”

WHO HANDLED YOURSOCIAL MEDIA EFFORTSIN 2011? An outside agency, 18%Dedicated social media staff, 6% Existing staff with other responsibilities, 88%©2012 Semplice Research: “2011 Social Media in Industry Survey”

SOCIAL MEDIA METRICS Nearly 30% of& MEASUREMENT companies did not measure their social media efforts at all. 55.20% 47.80% 38.80% 37.30% 28.40% 29.90% 23.90% 20.90%©2012 Semplice Research: “2011 Social Media in Industry Survey”

WHAT WERE THE PRIMARYOBSTACLES YOU MET WITH INYOUR SOCIAL MEDIA EFFORTS? The time involved 65% General lack of interest within the company 47% Resistance from or lack of interest by the higher ups 29% Didnt really know how to get it off the ground 29% There was no audience 24% It was difficult to get content and/or strategies approved 18% from the higher ups We didnt know what to do with our accounts once we 18% had them started It didnt seem like we were getting a return on our efforts 12% Our accounts attracted only spammers and people trying 6% to sell us services©2012 Semplice Research: “2011 Social Media in Industry Survey”

SOCIAL MEDIASUCCESS STORIES By providing relevant content to a niche- Cheap & quite effective specific audience, we were able to surpass way to get the word out some, if not all, market competitors in a and grab mindshare. short amount of time. We saw increased Customers were highly satisfied with our attendance at events and use of social media, particularly during a inquiries about services. time when urgent information was made readily available, in a communication channel that they preferred. We connected with customers we would not We had several job have through any other traditional means. applications from the use of social media©2012 Semplice Research: “2011 Social Media in Industry Survey”

We used social media to promote a product Website traffic grew, and to our customers. The offer went viral and we receive inquiries from continues to thrive. new customers every week. We used social media to We were able to gauge topic relevance and promote a product to our understand what is of interest to our customers. The offer went customers and the industry. This will help us viral and continues to in future social media and educational thrive. outreach efforts. Social media use increased website traffic We didn’t have big and resulted in higher sales in key areas for goals, but we did meet the our company. (albeit modest) goals we did have. SOCIAL MEDIA SUCCESS STORIES©2012 Semplice Research: “2011 Social Media in Industry Survey”

WHAT WERE YOUR REASONS FORNOT ENGAGING IN SOCIALMEDIA? Our customers/vendors/partners arent using social media 49% Dont see the value in it for business purposes 34% No budget 31% We are not familiar with social media or how to use it 29% Couldnt get executive approval 17% It would be a time-waster for staff 17% Fear of losing control of our company/brand message 9% We tried it in 2010 (or earlier) and didnt have any success 3% We chose not to invest money in a passing fad 3%©2012 Semplice Research: “2011 Social Media in Industry Survey”

WHAT WAS YOUR PRIMARYREASON FOR NOT ENGAGING INSOCIAL MEDIA? We are not familiar with social media or how to use it 28% No budget 25% Dont see the value in it for business purposes 17% Our customers/vendors/partners arent using social media 11% Couldnt get executive approval 8% It would be a time-waster for staff 8% Fear of losing control of our company/brand message 3% For half the companies surveyed We tried it in 2010 (or earlier) and didnt have any success 0% who didn’t use social media in 2011, it came down to a lack of We chose not to invest money in a passing fad 0% familiarity with social media or a lack of budget.©2012 Semplice Research: “2011 Social Media in Industry Survey”

WHAT ARE YOUR SOCIALMEDIA PLANS FOR 2012? 67% 22% 10% 1% Increase our use of social media Use social media about the same as Decrease our use of 2011 social media We have no plans to use social media in©2012 Semplice Research: “2011 Social Media in Industry Survey” 2012

FOR WHAT PURPOSES WILL YOU USE SOCIAL MEDIA IN 2012 Promote existing products and services 88% Promote new products and services 87% Distribute press releases/corporate news 75% Promote appearances at trade shows 72% Connecting with existing customers 69% Monitoring for mention of company,brand or products 65%Monitoring for discussions involving companys area of 58% expertise Promote corporate-run or sponsored events 52% (seminars, webinars, training, etc.) Market research 45% Customer service/answering support questions 35% Sales/answering sales questions 34% Advertise job openings 28% ©2012 Semplice Research: “2011 Social Media in Industry Survey”

COMPARISON OF 2012 PLANSAGAINST HOW RESPONDENTSUSED SOCIAL MEDIA IN 2011 Plan to use in 2012 Used in 2011 Promote existing products and services 88% 75% Promote new products and services 87% 74% Distribute press releases/corporate news 75% 60% Promote appearances at trade shows 72% 57% Connecting with existing customers 69% 50% Monitoring for mention of company,brand or products 65% 50% Monitoring for discussions involving companys area of expertise 58% 49% Promote corporate-run or sponsored events 52% (seminars, webinars, training, etc.) 37% Market research 45% 38% Customer service/answering support questions 35% 21% Sales/answering sales questions 34% 18% Advertise job openings 28% 27%©2012 Semplice Research: “2011 Social Media in Industry Survey”

WHICH SOCIALNETWORKS WILL YOUUSE IN 2012? LinkedIn 86.40% Facebook 81.50% Twitter 65.40% Company blog 56.80% Industry blogs 55.60% Industry forums 53.10% Google+ 38.30% Company forum 22.20%©2012 Semplice Research: “2011 Social Media in Industry Survey”

WHO WILL HANDLE YOUR SOCIAL MEDIA IN 2012? Agency/subcontractor, 2 1%Dedicated in-house social media person/staff, 12% Marketing person/staff, 84% ©2012 Semplice Research: “2011 Social Media in Industry Survey”

2011 SOCIAL MEDIAIN INDUSTRY SURVEYThis survey was conducted by Semplice Researchwww.sempliceresearch.comIf you would like to receive the results of future Social Mediain Industry surveys, please email your contact information tosurvey@sempliceresearch.com.©2012 Semplice Research: “2011 Social Media in Industry Survey”

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