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Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
Social Media Integration Survey
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Social Media Integration Survey

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Free research report based on a survey among 400 senior managers in UK and USA. Goal was to measure the level of social media integration and the effects social media integration has. …

Free research report based on a survey among 400 senior managers in UK and USA. Goal was to measure the level of social media integration and the effects social media integration has.
The report gives details about social media adoption, social media integration, barriers to adoption and much more.

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  • 1. Prof. Steven Van BelleghemManaging PartnerInSites ConsultingMail me: steven@insites.euFollow me: @steven_insitesThibaud De MeesterResearch ConsultantInSites ConsultingMail me: thibaud@insites.euFollow me: @tdemeester
  • 2. Aboutthis InSites Consulting conducted aresearch quantitative online survey amongreport 400 senior marketing managers. The field work of the study is conducted by SSI (Survey Sampling International). Markets included are the US and the UK. The goals of the study are: understanding the current adoption level of social media among corporations and getting insights in the integration of social media in their business processes.
  • 3. Key Learnings
  • 4. 68% of companies have a Facebook page56% own a Twitter account47% have a company page on LinkedIn
  • 5. 4 out of 10 companies are still in the early stages of integrationof social media. 14% state having social media fully integratedin their business processes. 26% 24% 23% 14% 12%Doing nothing First steps in Pilot phase in Integrating Social media is with social social media social media social media integrated media
  • 6. First conclusion:Adoption of social networks is high,integration of social media is low.However, our study shows severalbenefits of integrating social mediain your business processes.
  • 7. The impact of marketingcommunication increases when social media is more integrated inyour business processes.
  • 8. Social media integration leads to more satisfiedcustomers.
  • 9. Positive correlationbetween level of socialmedia integration andfinancial results ofcompanies.
  • 10. Three pillars to successfully integrate socialmedia in your business processes. Tangible investments in education and technology Impact mkt communication Strategic integration of social media in planning, organisational Customer satisfaction structure and goal setting Social Media strategy fully in line Financial results with culture and values of the organization Social media integration
  • 11. Aboutthe nextslides In the next part of the presentation, you can dive into the details of this research project. We are happy to share all details and to have a conversation about the results. For all feedback & suggestions: Steven@insites.eu @steven_insites
  • 12. B2B adoption of social mediaModel for successful integration of social media Integrate social media step by stepMeasure social media integration
  • 13. B2B adoption of social mediaModel for successful integration of social media Integrate social media step by stepMeasure social media integration
  • 14. On which of the following social media is your company active? Facebook 69% Twitter 57% LinkedIn 48% YouTube 43% A corporate 23% blog MySpace 11% Flickr 9% Companies adopt the largest social Foursquare 8% networks. Bebo 5% Facebook, Twitter and LinkedIn show the Delicious 5% highest adoption among companies.
  • 15. On which of the following social media is your company active? <500 500+ B2C B2B 66% 72% 78% 60% 54% 60% 57% 57% 49% 48% 38% 58% 39% 47% 44% 42%There is a slightly higher adoption of social media among largecompanies, but differences are small. B2C companies have a higherinterest in Facebook, whereas B2B companies focus on LinkedIn.Adoption of Twitter is identical.
  • 16. On which of the following social media is your company active? Products Services 66% 70% 48% 58% 35% 59% 52% 34%In general, service companies tend to use more social networks.Only YouTube is used more among companies that develop products.
  • 17. On which of the following social media is your company active? FMCG & Travel & Healthcare Finance Media Tech & Telco Retail Leisure 82% 73% 74% 87% 87% 90% 54% 42% 68% 81% 80% 71% 38% 42% 56% 50% 73% 45% 53% 48% 52% 52% 61% 49%Twitter scores high in Finance, Media, Tech & Telco and the travelindustry. LinkedIn peaks in Finance and Tech & Telco.
  • 18. B2B adoption of social mediaModel for successful integration of social media Integrate social media step by stepMeasure social media integration
  • 19. Tangible investments in education and technology Strategic integration of socialmedia in planning, organisational structure and goal settingSocial Media strategy fully in line with culture and values of the organization Impact mkt communication Social media Customer satisfaction integration Financial results
  • 20. 4 out of 10 companies are still in the early stages of integration ofsocial media. 14% state having social media fully integrated in theirbusiness processes. 26% 24% 23% 14% 12%Doing nothing First steps in Pilot phase in Integrating Social media is with social social media social media social media integrated media
  • 21. To what extent is social media integrated in your company? <500 500+ B2C B2B Doing nothing with social media 15% 8% 11% 12% First small steps 30% 23% 27% 25% Setting up/ running pilot projects 23% 25% 26% 22% Integrating social media 20% 31% 22% 28%Social media are fully integrated 12% 13% 14% 12% Smaller companies integrated social media less than bigger corporations. There is hardly any difference between B2B and B2C.
  • 22. To what extent is social media integrated in your company? Products Services Doing nothing with social media 20% 9% First small steps 29% 32% Setting up/ running pilot projects 30% 22% Integrating social media 15% 22% Social media are fully integrated 6% 15%Service companies show a higher integration of social media in theirbusiness processes than product developing companies.
  • 23. To what extent is social media integrated in your company? FMCG & Travel & Healthcare Finance Media Tech & Telco Retail Leisure Doing nothing with social media 4% 4% 1% 2% 6% 0% First small steps 25% 31% 32% 13% 10% 24% Setting up/ running pilot projects 23% 24% 27% 20% 15% 35% Integrating social media 30% 32% 26% 41% 46% 21%Social media are fully integrated 18% 8% 14% 24% 23% 20% Media and Tech & Telco followed by travel companies have the highest integration level of social media.
  • 24. B2B adoption of social mediaModel for successful integration of social media Integrate social media step by stepMeasure social media integration
  • 25. Main barriers to integrate social media: 39%: lack of top management support 42%: no fit with product offering 48%: no clear financial benefits
  • 26. Three levels of change needed to integrate social media: Personal change Structural change Cultural change
  • 27. Personal change I think our employees are open I think our employees are open towards towards new new technologies and social media technologies and 32% 34% 24% 7% 2% 1% 66% social media My company is currently investingin technologies for its employees to facilitate 15% 26% 23% 16% 18% 2% 41% the usage of social media My company is doing big efforts to increase the knowledge level of social media 14% 27% 26% 18% 15% 1% 41% among its employees People from the top People from the top management of my management of company are very my company are very active on social media active on social 15% 25% 26% 18% 13% 2% 40% media My company has My company has official training programs official training about social media for programs about its employees 12% 17% 17% 16% 37% 1% 29% social media for its employees My company thinksMy company thinks that all of its employees that all of its should have socialemployees should media training 14% 13% 25% 18% 28% 3% 26% have social media training I totally agree 4 Neutral 2 I totally disagree I don’t know
  • 28. Structural change My company is trying to integrate 31% 35% 18% 7% 6% 2% 67% social media in its existing marketing plans My company is using social media to get better results out of its existing 25% 32% 23% 8% 9% 1% 58% marketing actions My company has a dedicated person/team working on social media 30% 28% 18% 9% 14% 2% 57% It is very clear who is responsible for social media projects in my company 27% 30% 18% 14% 10% 1% 57% My company is My company is working in cross-functionalin cross- working teams 19% 35% 25% 11% 6% 4% 55% functional teams My company allows My company allows its employees to use its employees to use social media during working during social media hours 18% 25% 21% 14% 21% 1% 43% working hours My company has aMy company has a clear social media policy in media clear social place 18% 20% 22% 18% 19% 3% 38% policy in place My company has a My company has a clear view on how to use clear view on how to the different social media use the different 14% 24% 27% 22% 10% 2% 38% social media I totally agree 4 Neutral 2 I totally disagree I don’t know
  • 29. Cultural change Very clear & well defined company values 34% 29% 22% 8% 7% 1% 63% Live up to our company values 18% 36% 30% 11% 4%2% 53% Culture and strategy are equally important 19% 33% 29% 12% 4%2% 53% Do not have a social media policy, but uses a code of conduct 14% 35% 21% 14% 12% 4% 49% Is actively re-defining our company values 18% 26% 32% 15% 8% 2% 43% Make culture tangible in everything that it does 14% 28% 35% 14% 7% 2% 42% All the employees know the company values by heart 19% 19% 28% 16% 14% 4% 39% Social media is put high on the list of priorities 13% 25% 28% 14% 17% 3% 38% Our company culture is changing because of social media 11% 21% 29% 22% 15% 2% 32%The culture / values are more important than skills 11% 21% 36% 20% 10% 2% 32% when hiring someone in my company Cooperation with employees is ended 11% 20% 32% 23% 7% 7% 31% if there is no fit with the company culture I totally agree 4 Neutral 2 I totally disagree I don’t know
  • 30. After investing in training & technology,the best way to start the integration process isthrough a few pilot projects.
  • 31. When choosing pilots, consider this:- Have more than 1 pilot project- Centre of excellence is informed & consulted- Different people & departments involved- Create business impact- Create learningsThe final selection of projects is madeby using this feasibility/return matrix.
  • 32. Best pilots to start with during the integration of social media: Increase presence on sm sites 56% Build a community of fans 53% Support a product launch via sm 45% Create sm account 26% Start a corporate Corporate blog 22% blog
  • 33. Ideal situation: combination of quick wins and strategic investments.
  • 34. Companies that havefully integrated socialmedia in their structureuse an average of 4different social mediachannels.
  • 35. Adapt the structure: Conversation Manager takes leading role in integration process.28% of companiesin USA and UK have adedicated person/teamassigned to integrate socialmedia in their organisation.
  • 36. After first experiences in pilot projects and clear structure (ConversationManager), the next step is full integration of social media in businessprocesses.
  • 37. Integration should be in line with company values.Our study shows that values like ‘openness’,‘authenticity’ and ‘happiness’ make the socialmedia integration process easier.
  • 38. B2B adoption of social mediaModel for successful integration of social media Integrate social media step by stepMeasure social media integration
  • 39. What is the goal of fullyintegrating social mediain a company’s structure?
  • 40. What is consideredto be the most valuableperformance indicators?Leads generated via social mediaVolume in online reachAdoption sm by employeesImpact of online conversationsInfluence indicators
  • 41. And by the way, I am Steven, hopeyou like my work.I am managing partner of a prettycool market research & consultancyagency, InSites Consulting.We re-connect companies withtheir consumers.I’m also a marketing professor atthe Vlerick Management School.I wrote the award winning bestseller‘The Conversation Manager’ andtravel around the world to inspirepeople with this story.
  • 42. Thank you!Let’s connect on LinkedInFollow me on Twitter@steven_insitesFor questions & feedback:Steven@insites.eu

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