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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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Dr. Nora Ganim Barnes ...

Dr. Nora Ganim Barnes
SNCR Senior Fellow & Research Chair
University of Massachusetts Dartmouth
Director, Center for Marketing Research
Chancellor Professor of Marketing
6th Annual SNCR Research Symposium
November 3-4, 2011
Harvard University’s Faculty Clu

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

  • Social Media Usage byBusiness, Higher Ed and Not for Profits Presented By: Dr. Nora Ganim Barnes University of Massachusetts Dartmouth Director, Center for Marketing Research Chancellor Professor of Marketing
  • The Inc.500 and Social Media a
  • Methodology Nationwide telephone survey using Inc. 500 lists148 participated in 2009 171 participated in 2010Both studies are statically valid
  • Which of the following types of social media does your company currently use?100% 200990% 201080% 71%70% 61% 59%60% 52%50% 50% 45% 36%40% 33% 33% 28%30% 16% 18%20% 12% 6% 9%10% 5% 0% Blogging Message/ Online Podcasting Facebook Twitter MySpace Foursquare Do Not Bulletin Video Use Any Boards
  • If you have been using social media have they been successful? (% Successful) 2009 2010100% 91% 93% 88% 86% 87% 93% 89% 85%90% 82% 81% 75%80% 71%70%60% 54%50% 36%40%30%20%10% 0% Blogging Message/ Online Podcasting Facebook Twitter MySpace Foursquare Bulletin Video Boards
  • Measures of Success1. Don’t Measure2. Fans/Followers3. Analytical Tools4. Comments/Hits/Traffic
  • If you have a blog, do you accept comments on your blog?100% 2009 87%90% 85% 201080%70%60%50%40%30%20% 15% 9%10% 4% 0% Yes No No Response/Unsure
  • How important do you think these kinds of social media technologies are for your business/marketing strategy?100% 200990% 201080%70% 56%60%50% 43% 36%40% 30%30% 17%20% 9%10% 4% 4% 1% 1% 0% Very Important Somewhat Somewhat Very Unimportant No Response Important Unimportant
  • Are you monitoring your companies name or brands in social media now?100% 200990% 201080% 70%70% 68%60%50%40% 30% 28%30%20%10% 1% 2% 0% Yes No Dont Know/No Reponse
  • Does your company have a written policy governing blogging by your employees?100% 200990% 201080%70% 61% 61%60%50% 36%40% 34%30%20% 5%10% 3% 0% Yes No No Response/Unsure
  • The Fortune 500 and Social Media a
  • Methodology A company was counted as having a blog if they had a publicfacing corporate blog from the primary corporation with posts inthe past 12 months.All corporate homepages of the Fortune 500 list were examined forlinks to, or mention of, corporate blogs. If none were found, a search on the site was conducted using thekey word “blog.” If no blogs were located on the homepage orthrough a site search, Google and Technorati were used.
  • Blogs in the Fortune 500 (2008 - 2011)One hundred fourteen (23%) of the primary corporationshave a public facing corporate blog with a post in the pastyear (23% in 2010, 22% in 2009, 16% in 2008,). Top 5 companies on List Have Blogs: Without A Blog at This Time:
  • Blog Engagement (2008 - 2011)80% - 90% of the Fortune 500 blogs over theyears take and respond to comments, offer RSS feeds and email subscriptions.
  • Fortune 500 on Facebook58% have a corporate Facebook page. (56% in 2010)
  • Fortune 500 Twitter Accounts62% have a corporate Twitter account. (60% in 2010, 35% in 2009)
  • Fortune 500 with NO Facebook Page or Twitter Account31% have neither a corporate Facebook page nor a corporate Twitter account. (29% in 2010)
  • The Top 200 US Charities and Social Media a
  • MethodologyTelephone interviews using the Forbes Top 200 US Charities Interviews took place in December 2010 – February 2011 Final sample size is 78 Findings are statically valid
  • 2007 Which of the following types of social media does your charity 2008 currently use? 2009 2010 96%100%90% 79% 79%80% 65%70% 64% 57% 55%60% 51% 46%50% 40% 41% 36%40% 34% 33% 30% 32%30% 26% 30% 26%20%10% 0% Blogging Message/Bulletin Video Blogging Podcasting Social Networking Boards
  • Which of the following types of social media does your charity 2007 currently use? 2008 2009 2010 97% 96%100% 93% 92% 90%90%80%70% 58%60%50% 36% 44%40% 30% 28% 25%30% 22%20% 11%10% 3% 0% 0% Facebook YouTube LinkedIn Twitter MySpace Foursquare TextingDo Not Use An
  • Do you think the types of social media you are currently using are 2007 successful? 2008 (% Yes) 2009 2010100% 97% 95% 96% 90% 92% 86% 87% 88%90% 79%84% 80% 77% 82% 80%80% 76% 71% 74% 74% 71%70%60%50%40%30%20%10% 0% Blogging Message/Bulletin Video Blogging Podcasting Social Networking Boards
  • Do you think the types of social media you are currently using are 2007 successful? 2008 (% Yes) 2009 2010100% 95% 91% 93% 86% 90%90% 82%80% 73% 68%70% 59%60% 52%50%40%30% 26%20%10% 0% Facebook YouTube LinkedIn Twitter MySpace Foursquare Texting
  • Measures of Success1. Fans/Followers2. Hits3. Comments4. Google Analytics
  • 2007 Do you accept comments on your blog? 2008 2009 2010100% 88% 90%90% 85% 80%80%70%60%50%40%30% 15% 20%20% 12% 6% 4%10% 0% Yes No No Response
  • How important do you think social media technologies are for the following? (% Very Important)100%90% 90%80%70%60% 50%50% 50%40%30%20% 18%10% 0% Awareness of Your MissionSoliciting Volunteers Generating Donations Hiring New Employees
  • Do you monitor social media for buzz, posts, conversations and news about your charity?100% 93% 90% 200790% 200880% 75% 2009 66%70% 201060%50%40% 33%30% 25%20% 7% 10%10% 1% 0% 0% 0% 0% Yes No No Response
  • Does your charity have a written policy governing blogging by your employees? 2009 2010100%90%80%70%60% 51% 50% 48%50% 47%40%30%20%10% 2% 2% 0% Yes No No Response
  • Higher Ed and Social Media a
  • MethodologyTelephone interviews using the University of Texas directory of 4 year, accredited institutions. The directory lists ~ 2,000 schools. Interviews took place in Winter 2010 – Spring 2011 Findings are valid within a range of +/- 4% with a confidence interval of 95%. Final sample size is 456 (to date approximately 2,000 interviews conducted)
  • Which of the following types of social media does your school currently have? (% Yes)100% 2008-200990% 2009-2010 2010-201180% 66%70%60% 51% 48% 46% 47%50% 41% 41%40% 36% 38% 37%30% 22% 20%20% 16%10% 0% Blogging Message/Bulletin Videoblogging Podcasting Foursquare Boards
  • Which of the following types of social media does your school currently have? (% Yes)100% 98% 2008-2009 86%90% 87% 84% 2009-201080% 2010-201170% 61% 59%60%50% 47%40%30% 16% 16% 15%20%10% 8% 5% 0% 0% Facebook Twitter MySpace LinkedIn YouTube Do Not Use Any
  • Do you think the types of social media you are currently using are successful? (% Yes)100% 87% 91% 88% 2008-2009 86%90% 85% 81% 84% 85% 82% 2009-2010 76% 76%80% 2010-2011 73%70%60%50%40%30% 20%20%10% 0% Blogging Message/Bulletin Videoblogging Podcasting Foursquare Boards
  • Do you think the types of social media you are currently using are successful? 2008-2009 (% Yes) 2009-2010 2010-2011 95%100% 93% 87% 92% 86%90% 85%80% 76%70%60% 53%50% 42%40%30% 24%20%10% 0% Facebook Twitter MySpace LinkedIn YouTube
  • How do you measure that success?1. Google/Web Analytics2. Hits3. Don’t Measure4. Comments
  • Do you accept comments on your blog?100% 2008-200990% 79% 2009-201080% 78% 72% 2010-201170%60%50%40%30% 22%20% 18% 15% 6%10% 5% 4% 0% Yes No No Response
  • How important do you think these kinds of social media technologies are for your recruiting strategy?100%90% 2008-2009 2009-201080% 68% 2010-201170% 55%60% 50%50% 41%40% 34% 27%30%20% 6% 7%10% 3% 1% 2% 3% 2% 2% 1% 0% Very Important Somewhat Somewhat Very Unimportant No Response Important Unimportant
  • Do you monitor social media for buzz, posts, conversations and news about your school and admissions?100%90% 2008-200980% 2009-2010 73%70% 68% 2010-201160% 54%50% 44%40% 26%30% 24%20% 7%10% 3% 3% 0% Yes No No Response
  • Does your school have a written policy governing blogging by your students, staff, faculty or others that blog?100% 2009-201090% 2010-201180%70% 60%60%50% 45% 44%40% 32%30%20% 11% 8%10% 0% Yes No Dont Know/No Response
  • Higher Ed 2010- 2011 Inc500 2010 Usage of Tools by Sector Charities (2011 for Fortune 500) Fortune 500 98% 97% 96%100%90% 84%80% 71%70% 66% 64% 58% 59% 61%60% 50%50%40%30% 23%20%10% 0% Blogging Facebook Twitter
  • 2010 Importance of Social Media to Marketing Strategy (% Important)100% 93% 90% 86%90%80%70%60%50%40%30%20%10% 0% Higher Ed Inc. 500 Charities
  • 2010 Monitoring Activity by Group100% 90%90%80% 68% 70%70%60%50%40%30%20%10% 0% Higher Ed Inc. 500 Charities
  • Grand FinaleThe Fortune 500 lags behind other sectors in theiradoption of social media…adoption has now leveled offTop Charities are the most active social media usersWork needs to be done on measurement, monitoring andcreation of social media policies. Real questions remain on actual integration of socialmedia into marketing strategy, hiring in thisspace, decision process on new tools/measurement/futureplans, marketing plans as they specifically relate tofans, followers, likes etc.
  • www.umassd.edu/cmr