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

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

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  • 1. Presented November 4-5, 2010
  • 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. 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. The and Social Media a
  • 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. 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. 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. Measures of SuccessMeasures: Number of hits/page views, awareness,customer satisfaction, feedback/comments, leadgeneration, revenue, sales, word of mouth.
  • 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. 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. 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. Higher Ed and Social Media a The First Longitudinal Study
  • 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. 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. 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. How do you measure that success?1.  Comments2.  Hits3.  Traffic on Site4.  Word of Mouth5.  Google Statistics
  • 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. 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. 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. Charities and Social Media a The First Longitudinal Study
  • 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. 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. How do you measure that success?1.  Comments2.  RSS Subscribers3.  Google Analytics
  • 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. 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. 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. 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. 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. 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. Blog Behavior90% of the Fortune 500 blogs take and respond to comments, offer RSS feeds and email subscriptions.
  • 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. Fortune 500 Companies with Twitter (2009 vs. 2010)100%90%80%70% 61%60%50% 35%40%30%20%10% 0% 2009 2010
  • 33. Twitter Behavior One hundred and three companies (35%) consistentlyresponded with @replies or retweets within 72 hours, many more often.
  • 34. Currently using social media… (2009)Colleges/Universities 95% 91% 97%
  • 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. 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. 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. 2009 Monitoring Activity by Group100% 93%90%80% 73% 68%70%60%50%40%30%20%10% 0% Higher Ed Inc. 500 Charities
  • 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. 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. 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. 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. www.umassd.edu/cmr