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Highlights of 2011 SMB Social Business Study

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Selected Highlights for the Small Business (1-99 employee) Segment

Selected Highlights for the Small Business (1-99 employee) Segment


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  • Adoption of social media is now mainstream. Medium businesses are more likely to use social media in a strategic way than small businesses.Among SMBs using Social media, they self-classify as ad hoc informal or structured/strategic. Greater % of structured/strategic in MB than SB. This is a key lens for segmentation, and one we use to look at many of the data points.Compared to other segmentation schemes, highlights some very significant differentiation.
  • For both SB and MB, social media is most likely to be used as a marketing tool. However, they are also starting to use social media to assist with service/support. MBs are more apt to be using social media to engage in a greater variety of business activities than small businesses. About one-fifth of MBs are using social media for more strategic/corporate/internal functions such as bringing the voice of the customer inside the co., market trend analysis, competitive intelligence, improving internal collaboration, employee recruitment and input for product development.
  • Use of relative newcomer social media has reached/exceeded use of older traditional and digital media for generating new leads in SB.Poised to the same in MB, but MB more likely to have legacy solutions in place that work well than SBs.
  • Use of relative newcomer social media has reached/exceeded use of older traditional and digital media for generating new leads in SB.Poised to the same in MB, but MB more likely to have legacy solutions in place that work well than SBs.
  • MBs are generally more satisfied than SBsMedium structured users are more satisfied ~42% vs. 20% of ad hoc.
  • Facebook is the dominant social media channel for SMBs, followed by industry specific communities and then LinkedIn.Industry communities dfferentiation:         Industry specific online communities – One can use these online communities in a passive way, without active company participation/representation ·         Company participation in industry-specific communities – This specifically calls for active company participation/presenceIndustry specific communities very important (but often under-rated social media channel). Provide more guidance to SMBs on how they can raise their profile and accomplish objectives via this channel.Medium businesses showstronger adoptionacross allsocial media channels. Opportunity for vendors to help SMBs use and capitalize on under-utilized yet effective (see later slides) channels such as Coupons, YouTube, etc.
  • Mirroring small businesses, Facebook leads the way again though in frequency.Overall, frequency of use upticks in structured medium business (compared to structured SB users) significantly across social media channels. This jives with upcoming data that indicates that as businesses grow, time becomes less of a barrier to using social media.
  • Not enough time is the top barrier for ad hoc users. Structured users are more apt to be challenged by measurement, analysis and integration issues.
  • Overall—its important! But most aren’t or can’t make it a top priority.Clearly a bigger priority in MB than SB, MB more likely to have formal processes and applications in place.
  • Joining these kinds of initiatives could expand ACT! Exposure to customers using popular cloud-based services, and make ACT! more accessible
  • Partnership opportunities with Social Software vendors can bring a whole new level of interest to ACT!
  • Transcript

    • 1. Highlights of 2011 SMB Social Business Study Small Business (1-99 employee) Segment Sanjeev Aggarwal Laurie McCabe Brent Leary Arjun Aggarwal1/12/2012 © SMB Group and CRM Essentials 1
    • 2. Agenda • Small Business Social Media Adoption • Social Media Benefits and Value • Social Media Challenges • Examples of Small Business Social Media Tools and Solutions • Information about 2012 SMB Group Research Studies1/12/2012 © SMB Group and CRM Essentials 2
    • 3. Summary of Key Findings 49% of SBs use social media and 31% plan to use Only 20% have no plans to use Adoption Who Owners, sales, marketing roles, etc.) are key users accelerating They’re using it to grow the business—lead gen, grow revenues, attract/retain customers, etc. Fueling business Why SBs want to integrate social media with contact/customer management, marketing, etc. growth SBs view social media as beneficial in helping them to grow their businesses Getting SBs using social media expect higher revenue than those with no results Benefits plans to use Top challenges: “Not enough time” and “can’t decide what social media tactics and strategies will work well” Trial andChallenges Few SBS use tools to monitor/manage social media error Budgets are tight approach
    • 4. Respondent Demographics Company Size Industry Breakdown Breakdown Financial Manufacturing - Process Manufacturing -1-19 employees: 89% Services/Banking/ (Oil, Gas, Pharmaceutica Discrete Insurance, 6% ls), 2% (Automobile, Electronic20-49 employees: 8% Equipment etc.), 3%50-99 employees: 3% Healthcare, Medical & Other, 19% Dental, 4% IT Services/technology/VA R/ systems Personal integrator, 3% Services, including beauty, pet care, dry cleaning services, 4% NGO or Not for Professional Services Profit, 6% (Consulting, Accounting, Legal), 18% Agriculture, 2% Utilities/Communication s/Telecom, 1% Wholesale/Distribution, 6% Education, 2% Retail, 13% Government State and Local, 1% Construction/ Real Estate, 9%1/12/2012 4
    • 5. SBs Top Business Goals and Business Activities Generate new leadsTop 5 SB Business Goals Connect with people who arent customers1. Attracting new customers: 30% Improve service/support and customer retention2. Growing Revenue Improve market awareness for the company3. Maintaining Profitability Create more/better interaction with customers/prospects4. Improving cash flow 49%5. Improving customer satisfaction 40% 35% and retention 35% 27% 27% 26% Total 20% 17% 16% 14% 13% 9% 5% Top activities that SBs engage in 0% 10% 20% 30% 40% 50% 60% align squarely with top business goals Does your company currently have any activities or programs in place for the following? 1/12/2012 5
    • 6. SB Use/Plans for Social Media Small Business • 49% of SBs are using social media 49% today { • 31% plan to use it Currently use social media in Currently use social media in • SMBs that use social media in a an ad hoc, informal a strategic and strategic and structured way are structured way way 131 more likely to use it for more 114 20% 24% activities, use more channels and be satisfied or very satisfied with We do not currently use We dont outcomes currently use social media and have no social • SBs are using social media media, but plans do so in plan to do so centers to help achieve top the next 12 months within the next 12 months business goals—focus is on 171 31% 142 customer facing/revenue 25% generating activities • In some cases--social media hasWhich of the following best describes your companys use and/or reached/exceeded use of older planned use of social media to engage with your customers or traditional and digital media for prospects? these activities1/12/2012 © SMB Group and CRM Essentials 6
    • 7. How Do SBs Use/Plan to Use Social Media for theseActivities? Get input for product development, 7% Social media is Aid new employee becoming a key recruitment, 7% Improve internal mechanism to collaboration, 10% Generate new leads, 22% support keycustomer/revenue Gather competitive intelligence/research, 10% Connect with people whofocused goals and arent customers, 21% activities Analyze data to improve knowledge of marketUsing social media trends, etc., 11% to make the Bring voice of the customerphone ring, drive into the company, 11% Improve market awareness traffic to their for the company, 21% Web sites, physical Improve service/support locations and customer Generate more web site retention, 17% traffic, 21% Monitor and enhance and enhance company Create more/better reputation, 18% interaction with customers/prospects, 21% Which of the following ways are you using OR planning to use social media for your business? 1/12/2012 © SMB Group and CRM Essentials 7
    • 8. Role of Social Media in Helping SBs: Generate New Leads Activity: Generate new leads 50% 46% 45% 44% 45% 42% 41% 40% 35%% Valid Cases 30% 25% CRM/contact Mgt. Email, chat, web 20% print/broadcast Social media conf., phone Search engine Traditional marketing 15% 10% 5% 0% Total What types of tools does your company use OR plan to use in the next 12 months to accomplish these activities? 1/12/2012 © SMB Group and CRM Essentials 8
    • 9. Role of Social Media in Helping SBs: Connect withPeople Who aren’t Customers Activity: Connect with people who aren’t customers 45% 42% 42% 40% 41% 40% 37% 35% 30% % Valid Cases 25% CRM/contact Mgt. Email, chat, web print/broadcast 20% Social media conf., phone Search engine Traditional marketing 15% 10% 5% 0% Total What types of tools does your company use OR plan to use in the next 12 months to accomplish these activities?1/12/2012 9
    • 10. Role of Social Media in Helping SBs: ImproveCustomer Service and Retention Activity: Improve Customer Service and Retention 60% 50% 48% 43% 43% 40% 39% 37% % Valid Cases 30% CRM/contact Mgt. Social media Email, chat, web print/broadcast 20% conf., phone Search engine Traditional marketing 10% 0% Total What types of tools does your company use OR plan to use in the next 12 months to accomplish these activities?1/12/2012 10
    • 11. Role of Social Media in Helping SBs: Improve Market Awareness for the Company Activity: Improve Market Awareness for the Company 60% 49% 49% 50% 46% 46% 42% 40%% Valid Cases 30% CRM/contact Mgt. Social media Email, chat, web print/broadcast 20% conf., phone Search engine Traditional marketing 10% 0% Total What types of tools does your company use OR plan to use in the next 12 months to accomplish these activities? 1/12/2012 11
    • 12. Role of Social Media in Helping SBs: Create More/BetterInteraction with Customers/Prospects Activity: Create more/better interaction with customers/prospects Customer relationship/contact management applications Email, web online chat, web conferencing, phone Social media (blogs, Twitter, LinkedIn, Facebook, etc.) Traditional print and/or broadcast advertising, direct mail Search engine marketing (i.e. Google AdWords) 45% 41% 40% 37% 35% 35% 32% 33% 30% % Valid Cases CRM/contact Mgt. 25% Email, chat, web print/broadcast Social media conf., phone Search engine Traditional 20% marketing 15% 10% 5% 0% Total What types of tools does your company use OR plan to use in the next 12 months to accomplish these activities?1/12/2012 © SMB Group and CRM Essentials 12
    • 13. How Satisfied Are SBs with the Results they Are Achieving from Social Media in these Areas? Get input for product development 30% 28% 38% 4% Bring voice of the customer into the company 26% 38% 28% 7%0% 56% Analyze data to improve knowledge of market trends, etc. 22% 32% 34% 7% 4% Improve internal collaboration 19% 44% 30% 7%0% 58% Create more/better interaction with customers/prospects 18% 50% 23% 9% 0% Aid new employee recruitment 17% 59% 23% 0% Gather competitive intelligence/research 17% 46% 26% 8% 2% Improve service/support and customer retention 16% 48% 30% 6%0%59% Monitor and enhance and enhance company reputation 15% 44% 34% 6%0% 59% Connect with people who arent customers 14% 45% 28% 12% 1% Generate more web site traffic 14% 40% 37% 9% 59% 57% Improve market awareness for the company 12% 45% 37% 6% 52% Generate new leads and/or sales 12% 40% 39% 8%0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% How satisfied are you with the results you are achieving from your current use and investment in social media? 1/12/2012 © SMB Group and CRM Essentials 13
    • 14. Top Social Media Channels SBs Use and Plan to Use Currently Use Plan to use in next 12 months No plans to use 62% Company Facebook page 37% 35% 28% 52% Engage and/or post content on relevant Facebook groups 28% 26% 46% 48% Industry-specific online social communities 22% 26% 53% 44% Company participation in industry-specific communities 22% 32% 46% Post comments on related blogs 20% 23% 58%46% Company participation in relevant LinkedIn… 20% 26% 54% Company/individual Twitter handles to represent and engage the… 17% 20% 62% 42% Company YouTube presence to post videos about… 14% 28% 58% 44% Company branded blog(s) 13% 31% 56% User review sites (e.g. Yelp! Epinions, Amazon.com, Angies… 12% 19% 69% Social bookmarking sites such as Digg, Delicious, Reddit, etc. to… 8% 13% 80% Coupon services (Groupon, LivingSocial, etc.) 7% 17% 76% Geo location service (e.g. Foursquare) 4% 10% 86% Which of the following social media channelsdoes your company proactively use 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% OR plan to use to help you engage and interact with customers and prospects? 1/12/2012 © SMB Group and CRM Essentials 14
    • 15. How Beneficial are Social Media Channels to SBs? Very beneficial Somewhat beneficial Not beneficial Have not used long enough to decide Coupon services (Groupon, LivingSocial, etc.) 47% 45% 8%0% Company branded blog(s) 42% 51% 1%6% User review sites (e.g. Yelp! Epinions, Amazon.com, Angies List, etc.) 39% 45% 9% 7% Company participation in industry-specific communities 37% 59% 3% 1% Company YouTube presence to post videos about… 37% 45% 13% 4% Engage and/or post content on relevant Facebook groups 36% 48% 11% 5% Company Facebook page 36% 51% 6% 8% Social bookmarking sites such as Digg, Delicious, Reddit, etc. to… 30% 56% 14% 0% Industry-specific online social communities 29% 66% 3% 2% Post comments on related blogs 27% 54% 9% 10% Geo location service (e.g. Foursquare) 27% 32% 19% 22% Company participation in relevant LinkedIn forums, discussions, etc. 22% 62% 10% 7% Company/individual Twitter handles to represent and engage the… 19% 60% 11% 11% Sample Size = Variable 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%How beneficial are these social media channels in helping your business engage and interact with customers and prospects? 1/12/2012 © SMB Group and CRM Essentials 15
    • 16. How Frequently Do SBs Use Social Media Channels? Daily At least once per week At least once every two weeks At least monthly Use randomly based on timing of news, announcements, events Coupon services (Groupon, LivingSocial, etc.) 32% 26% 14% 7% 20% Company Facebook page 29% 35% 20% 8% 8% Company/individual Twitter handles to represent and engage the… 25% 34% 17% 10% 14% Company branded blog(s) 24% 31% 17% 17% 11%User review sites (e.g. Yelp! Epinions, Amazon.com, Angies List, etc.) 22% 37% 13% 14% 14% Engage and/or post content on relevant Facebook groups 19% 47% 15% 9% 10% Social bookmarking sites such as Digg, Delicious, Reddit, etc. to… 16% 29% 34% 14% 8% Company YouTube presence to post videos about… 14% 23% 20% 24% 18% Industry-specific online social communities 14% 47% 13% 9% 17% Geo location service (e.g. Foursquare) 13% 45% 1% 9% 32% Company participation in industry-specific communities 11% 39% 23% 12% 16%Company participation in relevant LinkedIn forums, discussions, etc. 9% 37% 28% 14% 12% Post comments on related blogs 6% 46% 15% 15% 18% 0% 20% 40% 60% 80% 100% How frequently does your company uses the following tools to engage with customers and/or prospects? 1/12/2012 © SMB Group and CRM Essentials 16
    • 17. SB Differences in Expected Change in AnnualRevenues Increase in revenues of more than 20% Increase in revenues between 10%-20% Increase in revenues between 1%-9%% Revenues to remain more or less flat Decrease in revenues between 1%-9% Decrease in revenues of more than 10% Dont know 51% expect an increase Do not currently use Social Media and have no plans to 12% 16% 23% 32% 5% 7% 5% do so in next 12 months We dont currently use Social Media, but plan to do so 15% 18% 25% 22% 9% 10%2% within the next 12 months Currently use Social Media in an ad hoc, informal way 13% 20% 25% 19% 12% 6%5% Currently use Social Media in a strategic and structured 16% 17% 41% 11% 7% 4% 4% way 74% expect 0% 20% 40% 60% 80% 100% an increase 1/12/2012 © SMB Group and CRM Essentials 17
    • 18. Top Challenges SBs Have in Getting Value from Social Media• Too busy running the business Not enough time to engage is social 30% day to day media activities• Lack of time, expertise and Cant decide what social media tactics and strategies will work well 20% money for our company• Ever accelerating rate and pace of Difficult to integrate social media with other marketing, sales and/or 15% customer service activities change and “new stuff” o Tough to decipher what all Unable to accurately measure the value of our social media 14% these do, let alone how to Difficult to analyze social effectively incorporate them information to understand customer 11% sentiment• Hard to integrate with other Too difficult to engage in social sales/marketing activities media activities 6%• Difficult to measure the value Fear that employees wont do a 5% good job representing the company 0% 5% 10% 15% 20% 25% 30% 35% What are your companys top 3 challenges in getting value from using social media? Please rank importance. 1/12/2012 © SMB Group and CRM Essentials 18
    • 19. Importance of and Plans to Link Marketing, Sales and Customer Service Apps/Processes with Social Media Very important, it is a top priority Important, but we dont have the time and/or resources to do it Important, we will do it on an opportunistic basis Somewhat important, but not an immediate priority 30% 27% 27% 48% 25% 21% 20%Column % 15% 15% 10% 9% 5% 0% 0% Total How important is it to your company to link traditional marketing, sales and customer service applications and business processes with social media tools? 1/12/2012 © SMB Group and CRM Essentials 19
    • 20. Social Media Roles and Involvement Human Resources manager, 2% Marketing Other, 11% manager, 4% Sales manager, 4% Finance Owner/ President Marketing, 30% manager, 3% / CEO, 47% Human Resources, 22% CIO/IT manager, 2% Office Product manager, 12% Development, 23% Partner, 15% PR, 26% Business Owner, 22% Sales, 26% What is your job title? IT, 20% Decision-making is dispersed across multiple Service, 28% job titles, but marketing, service, sales and PR are often involved Whatdepartments in your company are involved in making social media decisions?1/12/2012 20
    • 21. Social Media Monitoring and Management SBs need to monitor and manage their brand in social media—but its hard to do Free Tools Paid Tools Current Total 80 Current Total 10 Facebook 2 Lithium 2 Google Alerts 63 Radian6 2 Reputation Hootsuite 5 Manager 5 Tweetdeck 11 Google Alerts 1 LinkedIn 1 Planned Total 8 Planned Total 24 TweetDeck 2 Radian6 2 Dont know/Researching 6 Lithium 5 Vocus 1 Reputation Manger 1 Green Media Toolshed 1 Constant Contact 1 Dont know/Researching 13 Does your company use or plan to use any FREE (and PAID) tools or products to monitor and manage social media?1/12/2012 21
    • 22. Social Media Budgets • 26% of SBs have no formal budget for social media. No formal budget less than $500, 22% • 35% of SBs allocated to this, 26% spend less than $1,000/year • Average spend: Dont know, 6% $500-$999, 13% • 1-19 employees: $4,900 • 20-99 employees: more than $8,800$100,000, 1% $1,000 - $50,000 - $2,499, 10% $100,000, 2% $25,000 - $2,500- $49,999, 3% $4,999, 7%$10,000 - $24,999, 4% $5,000 - $9,999, 6% What is your companys annual budget for social media related projects in 2011 (NOT including salaries of company staff involved)? 1/12/2012 © SMB Group and CRM Essentials 22
    • 23. SBs Need to Integrate Social Media with ContactManagement and Marketing• Social business requires new tools to manage and track • SBs need one place to relationships—ability to easily manage incoming and manage social contact information, status updates and outbound online social profiles with other contact interactions efficiently data• Drive more business with social and online marketing investments• Spot new opportunities and areas that need improvement• Save time by managing and integrating contact/customer interactions across multiple social media venues and with other sales and marketing functions• Benchmark with competitors23
    • 24. Nimble: Contact Management and Social Integration • Facebook-like user interface • Connect contacts, calendars , communications and social conversations in one place • Listen to and engage any individual to attract and retain customers • HubSpot integration • Wufoo integration1/12/2012 24
    • 25. BatchBook: Contact Management and SocialIntegration • Central place to track contacts and see what they are talking about on social sites • Search social media to see what contacts are talking about in social spaces from contact pages. • Build social media into workflow so users can follow, retweet, favorite and/or reply to Twitter from BatchBook, and save individual tweets as Communications or To- Dos. • Customizable dashboard: Search the Internet to see where the company or product is being mentioned and respond from BatchBook. • Open APIs for easy integration • The Small Business Web1/12/2012 25
    • 26. The Small Business Web1/12/2012 26
    • 27. Social Software Using Traditional CRM as Platform tocreate Social CRM on Mobile Devices1/12/2012 27
    • 28. SproutSocial: Social Management and LeadGeneration • Dashboard: aggregates relevant conversations across the web and social channels into one place • Inbox: puts everything in one stream. • Smart Search: monitors the social web to find potential customers using location, interests and profile information. • Reporting & analytics: analytics for Twitter, Google Analytics and Facebook Fan Pages • Scheduler: scheduling and delivery for social messages. • Contact management: keeps track of all communication history, user profile information, notes, reminders, etc.1/12/2012 28
    • 29. Rapportive: Integrating Social Feeds with Gmail • Brings social media contact information into Gmail • Automates the work of harvesting and displaying social info1/12/2012 29
    • 30. Connected : Social-centric Contact Management • Universal Address Book that includes Facebook, Twitter, LinkedIn, Y ahoo, Email, blogs and more. • Daily Agenda function — a daily email about your meetings and their context, recent status updates, reminder of all previous meetings. It’s the equivalent of your personal daily briefing • Recently acquired by LinkedIn1/12/2012 30
    • 31. Google+: Opportunity to Extend Contact Relationships • Circles allow for more contextual group interactions (social lists) • Opportunity to collaborate with customers/prospects in social settings more easily while tying activity to contact record • More integrated channels to easily engage contacts (video, chat, email, etc.)1/12/2012 31
    • 32. Shoutlet: Facebook Integration/Management • Manage multiple platform communities in one central location • View user-level social profiles that give a snapshot of a person’s social data and their interaction history with your Facebook • Get email alerts for activity on Facebook, Twitter, and YouTube • Shoutlet’s Influencer Score ranks Facebook fans according to post frequency1/12/2012 32
    • 33. Marchex Reputation Management • Compiles content from 8,000+ online sources and provides analysis on what people are saying about the brand and competitors • Tracks and analyzes online listings, comments, critiques and glowing reviews about your business -- all in one place.1/12/2012 33
    • 34. SMB Group Planned 2012 Research Agenda Research Topic Timeframe Credits†] Perspective Quantitative February-MarchSMB Mobile SMB The 2012 Social 2012Solutions Market 18 Survey (1 to Business andSurvey Study 1,000 employees Collaboration StudySocial Quantitative will refresh the 2011Businessand SMB Survey version. It will zero inCollaboration (1 to 1,000 April/May 2012 18 on how SMB socialSMB Market employees)Survey Study business trends, and Quantitative compare 2012 trendsSMB Routes to to 2011. SMB Survey Sept./Oct.Market Survey 18 (1 to 1,000 2012 SponsorshipStudy employees) opportunities are Blended available--please let qualitative/quan us know if you’re titative study Assesses SMB interested!SMB Channel channel October/NovemReadiness 24 readiness for ber 2012 Contact:Survey Study cloud, mobile sanjeev.aggarwal@ and social smb-gr.com offerings*Survey study topics may change and new studies may be †Each credit is $1,000added to best meet our clients’ requirements.

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