Presented November 4-5, 2010
UMass Social Media Studies          2009          ~150 Marketing Executives          2009/2010          ~500 Admissions Of...
Core Questions•    What tools do you currently use?•    Do you consider them to be effective?•    How do you measure the s...
The   and Social Media         a
Methodology/Sample  Nationwide telephone survey using Inc. 500 lists  Interviews took place in March and April of 2007  ...
Which of the following types of social media does your company currently use?100%                                         ...
If you have been using social media have they been successful?                                              (% Yes)       ...
Measures of SuccessMeasures: Number of hits/page views, awareness,customer satisfaction, feedback/comments, leadgeneration...
How important do you think these kinds of social media technologies are for                           your business/market...
Are you monitoring your companies name or brands in social media now?100%                                                 ...
Does your company have a written policy governing blogging by your employees?100%90%80%70%                                ...
Higher Ed and Social Media               a The First Longitudinal Study
Methodology  Telephone interviews were conducted using asystematic random sample from the University of Texasdirectory of...
Profile of Sample•  Student Size   (from under 10 students to 53,000)•  Annual Tuition   (from less than $1,000 to over $5...
Which of the following types of social media does your                                Admissions Office currently have?   ...
How do you measure that success?1.  Comments2.  Hits3.  Traffic on Site4.  Word of Mouth5.  Google Statistics
How important do you think these kinds of social media technologies are for your                                     recru...
Do you monitor social media for buzz, posts, conversations and news about your                                  school and...
Does your school have a written policy governing blogging by your students, staff,                                 faculty...
Charities and Social Media               a The First Longitudinal Study
Methodology/Sample•  Nationwide telephone survey using the 2007/08/09Forbes America’s 200 Largest Charities list•  Intervi...
Which of the following types of social media does your charity currently use?100%                     96%                 ...
How do you measure that success?1.  Comments2.  RSS Subscribers3.  Google Analytics
How important do you think these kinds of social media technologies are for you                                  fundraisi...
Do you monitor social media for buzz, posts, conversations and news about your                                       organ...
Methodology/Sample  A company was counted as having a blog if they had apublic facing corporate blog from the primary cor...
Blogs in the 2010 Fortune 500One hundred sixteen (23%) of the primary corporationshave a public facing corporate blog with...
Fortune 500 Companies with Public Facing Corporate Blogs                        (2008 vs. 2009 vs. 2010)100%90%80%70%60%50...
Fortune 500 Companies with Corporate Blogs By Rank                                         (2008 vs. 2009 vs. 2010)100%   ...
Blog Behavior90% of the Fortune 500 blogs take and respond to      comments, offer RSS feeds and email                  su...
Twitter Accounts in the Fortune 500• Two hundred ninety-eight (60%) of the new F500 have corporate Twitter accounts with a...
Fortune 500 Companies with Twitter                         (2009 vs. 2010)100%90%80%70%                                   ...
Twitter Behavior  One hundred and three companies (35%) consistentlyresponded with @replies or retweets within 72 hours, m...
Currently using social media…                 (2009)Colleges/Universities                          95%                    ...
Usage of Tools                                              Higher Ed                                             (2009)  ...
Importance of Social Media to Marketing Strategy                       (2009 % Very Important)100%90%80%70%60%50%         ...
2009 Comparisons of Sectors Blogging100%90%80%70%        65%60%                              51%50%                       ...
2009 Monitoring Activity by Group100%                                                           93%90%80%           73%   ...
Changes in Blogs                             2007/2008/2009                                                               ...
Effectiveness of Social Networking Sites                                 (2009 %Yes)                                      ...
Written Policy Governing Blogging by Employees                                   (2009 %Yes)100%90%80%70%60%              ...
Grand Finale!• The use of social media is increasing across all sectors. Socialnetworking, especially Facebook, is fastest...
www.umassd.edu/cmr
Social Media Usage by Business, Higher Ed and Not for Profits
Social Media Usage by Business, Higher Ed and Not for Profits
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Social Media Usage by Business, Higher Ed and Not for Profits

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Presented by: Nora Ganim Barnes, University of Massachusetts Dartmouth, Director, Center for Marketing Research, Chancellor Professor of Marketing

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Social Media Usage by Business, Higher Ed and Not for Profits

  1. 1. Presented November 4-5, 2010
  2. 2. UMass Social Media Studies 2009 ~150 Marketing Executives 2009/2010 ~500 Admissions Officers at 4 yr/accredited schools 2009 ~80 Marketing/PR Executives 2010 All 500 examined
  3. 3. Core Questions•  What tools do you currently use?•  Do you consider them to be effective?•  How do you measure the success of your social media efforts?•  How important do you consider these new communications tools to be for your marketing strategy?•  Are you monitoring the buzz for your name/brand?•  Do you have a written policy for blogging by employees?
  4. 4. The and Social Media a
  5. 5. Methodology/Sample  Nationwide telephone survey using Inc. 500 lists  Interviews took place in March and April of 2007 and 2008 and in September and October of 2009  121 participated in 2007, 209 participated in 2008, 148 participated in 2009  All studies are statically valid
  6. 6. Which of the following types of social media does your company currently use?100% 200790% 2008 80%80% 200970%60% 52% 49% 45%50% 45% 43% 35% 39%40% 33% 36% 28% 27% 27%30% 24% 25% 23% 19% 21% 17%20% 12% 11% 9%10% 0% Message/ Social Online Video Blogging Wikis Podcasting Twitter Dont Use Bulletin Networking Any Boards
  7. 7. If you have been using social media have they been successful? (% Yes) 2007 2008100% 95% 92% 91% 2009 87%87% 88% 86% 87% 88% 87% 89% 88%90% 86% 79% 79% 82%80% 77% 77% 75%70%60%50%40%30%20%10% 0% Wikis Blogging Social Online Video Podcasting Message/Bulletin Twitter Networking Boards
  8. 8. Measures of SuccessMeasures: Number of hits/page views, awareness,customer satisfaction, feedback/comments, leadgeneration, revenue, sales, word of mouth.
  9. 9. How important do you think these kinds of social media technologies are for your business/marketing strategy?100% 200790% 200880% 200970%60%50% 44% 43% 40% 36%40% 34% 26%30% 19% 17%20% 13% 13%10% 7% 4% 2% 1% 1% 0% Very Important Somewhat Important Somewhat Unimportant Very Unimportant Dont Know
  10. 10. Are you monitoring your companies name or brands in social media now?100% 200790% 2008 200980% 68%70% 60%60% 50% 46%50%40% 38% 30%30%20%10% 3% 2% 1% 0% Yes No Dont Know
  11. 11. Does your company have a written policy governing blogging by your employees?100%90%80%70% 61%60%50% 36%40%30%20% 3%10% 0% Yes No Dont Know/ No Response
  12. 12. Higher Ed and Social Media a The First Longitudinal Study
  13. 13. Methodology  Telephone interviews were conducted using asystematic random sample from the University of Texasdirectory of 4 year, accredited institutions. The directorylists ~ 2,000 schools. Findings are valid within a range of +/- 3.6% to +/-4%with a confidence interval of 95%. Final sample size is 479 in 2009, 536 in 2008, 453 in2007.
  14. 14. Profile of Sample•  Student Size (from under 10 students to 53,000)•  Annual Tuition (from less than $1,000 to over $50,000)•  Funding (70% private vs. 30% public)•  Location (all US states are represented)
  15. 15. Which of the following types of social media does your Admissions Office currently have? (% Yes) 2007100% 200890% 87% 200980%70% 61% 59%60% 51%50% 48% 46% 41% 38% 39%40% 36% 33%30% 29% 27% 22% 19% 15%20% 16% 14% 10% 13%10% 5% 3% 0% Blogging Social Message/ Videoblogging Podcasting Wikis Twitter Do Not Use Networking Bulletin Any Boards
  16. 16. How do you measure that success?1.  Comments2.  Hits3.  Traffic on Site4.  Word of Mouth5.  Google Statistics
  17. 17. How important do you think these kinds of social media technologies are for your recruiting strategy?100% 200790%80% 200870% 200960% 55% 51% 50%50% 37% 41%40% 34%30%20% 8% 6% 7%10% 3% 2% 3% 2% 1% 1% 0% Very Important Somewhat Important Somewhat Unimportant Very Unimportant No Response
  18. 18. Do you monitor social media for buzz, posts, conversations and news about your school and admissions?100% 200790%80% 2008 73%70% 200960% 53% 54% 47%50% 44%40%30% 24%20%10% 1% 3% 3% 0% Yes No No Response
  19. 19. Does your school have a written policy governing blogging by your students, staff, faculty or others that blog?100% 200990%80%70% 60%60%50%40% 32%30%20% 8%10% 0% Yes No Dont Know/No Response
  20. 20. Charities and Social Media a The First Longitudinal Study
  21. 21. Methodology/Sample•  Nationwide telephone survey using the 2007/08/09Forbes America’s 200 Largest Charities list•  Interviews took place in February, March and April of 2007/08/09•  38% (76) of the top 200 charities participated all years•  Statically valid
  22. 22. Which of the following types of social media does your charity currently use?100% 96% 200790% 90% 200880% 79% 79% 2009 65%70%60% 57% 51% 46%50% 41% 36% 40%40% 32% 34% 33% 30%30% 26% 30% 25% 16%20% 13% 11%10% 3% 0% Video Social Blogging Podcasting Message/ Wikis Twitter Do Not Use Blogging Networking Bulletin Any Boards
  23. 23. How do you measure that success?1.  Comments2.  RSS Subscribers3.  Google Analytics
  24. 24. How important do you think these kinds of social media technologies are for you fundraising strategy?100% 200790% 200880% 200970%60% 46%50% 45% 42% 38% 37%40% 36%30%20% 12% 8% 9% 5% 5% 6%10% 4% 4% 3% 0% Very Important Somewhat Important Somewhat Unimportant Very Unimportant No Response
  25. 25. Do you monitor social media for buzz, posts, conversations and news about your organization?100% 93%90%80%70%60%50%40%30%20% 7%10% 0% Yes No
  26. 26. Methodology/Sample  A company was counted as having a blog if they had apublic facing corporate blog from the primary corporationwith posts in the past 12 months.  All corporate homepages of the Fortune 500 list wereexamined for links to, or mention of, corporate blogs.  If none were found, a search on the site was conductedusing the key word “blog.” If no blogs were located on thehomepage or through a site search, Google and Technoratiwere used.
  27. 27. Blogs in the 2010 Fortune 500One hundred sixteen (23%) of the primary corporationshave a public facing corporate blog with a post in the pastyear. Top 5 companies on List Have Blogs: Without Blogs at This Time:
  28. 28. Fortune 500 Companies with Public Facing Corporate Blogs (2008 vs. 2009 vs. 2010)100%90%80%70%60%50%40%30% 22% 23%20% 16%10% 0% 2008 2009 2010
  29. 29. Fortune 500 Companies with Corporate Blogs By Rank (2008 vs. 2009 vs. 2010)100% 200890% 2009 201080%70%60%50%40% 38% 39% 32%30% 25% 19% 21% 17% 18% 16%20% 16% 11% 13% 13% 11% 10%10% 0% 1-100 101-200 201-300 301-400 401-500
  30. 30. Blog Behavior90% of the Fortune 500 blogs take and respond to comments, offer RSS feeds and email subscriptions.
  31. 31. Twitter Accounts in the Fortune 500• Two hundred ninety-eight (60%) of the new F500 have corporate Twitter accounts with a tweet in the past thirty days.• 9 of the top 10 corporations (Wal-Mart, Exxon, Chevron, General Electric, Bank of America, ConocoPhillips, AT&T, Ford and HP) consistently post on their Twitter accounts.
  32. 32. Fortune 500 Companies with Twitter (2009 vs. 2010)100%90%80%70% 61%60%50% 35%40%30%20%10% 0% 2009 2010
  33. 33. Twitter Behavior One hundred and three companies (35%) consistentlyresponded with @replies or retweets within 72 hours, many more often.
  34. 34. Currently using social media… (2009)Colleges/Universities 95% 91% 97%
  35. 35. Usage of Tools Higher Ed (2009) Inc. 500 Charities100% 96%90% 87% 90%80% 65%70%60% 59% 51% 51% 49% 52%50% 46% 45% 46% 39% 38% 40%40% 35%30% 27% 30% 21% 22%20% 13% 5%9%10% 3% 0% Blogging Podcasting Social Message/ Wikis Video Blogging Twitter Do Not Use Networking Bulletin Boards Any
  36. 36. Importance of Social Media to Marketing Strategy (2009 % Very Important)100%90%80%70%60%50% 50% 43% 42%40%30%20%10% 0% Higher Ed Inc. 500 Charities
  37. 37. 2009 Comparisons of Sectors Blogging100%90%80%70% 65%60% 51%50% 45%40%30% 23%20%10% 0% Charities Higher Ed Inc. 500 Fortune 500 Preliminary results for 2010 Inc.500 49% are blogging
  38. 38. 2009 Monitoring Activity by Group100% 93%90%80% 73% 68%70%60%50%40%30%20%10% 0% Higher Ed Inc. 500 Charities
  39. 39. Changes in Blogs 2007/2008/2009 2007 2008100% 200990%80%70% 65% 57%60% 51%50% 45% 39% 41%40% 34% 33%30% 23% 16% 19%20%10% 8% 0% Fortune 500 Inc. 500 Higher Ed Charities
  40. 40. Effectiveness of Social Networking Sites (2009 %Yes) Higher Ed100% Inc. 500 90% 86% 85%90% Charities80% 74%70%60% 54% 53% 52%50% 42%40%30% 26%20%10% 0% Facebook MySpace LinkedIn
  41. 41. Written Policy Governing Blogging by Employees (2009 %Yes)100%90%80%70%60% 51%50%40% 36% 32%30% 20%20%10% 0% HigherEd Inc. 500 Charities Fortune
  42. 42. Grand Finale!• The use of social media is increasing across all sectors. Socialnetworking, especially Facebook, is fastest growing additionalong with Twitter.• Some sectors are using the tools better than others.• More monitoring and better analytics are needed across allsectors along with development of social media policies.• Motivations are different, but all report success.
  43. 43. www.umassd.edu/cmr

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