Bill Stankiiewicz Copy 4 2011 Social Media Report


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Social Media report posted by Bill Stankiewicz, Atlanta Supply Chain Executive. Email:

Carbon Offset, Green Procurement, Green Supply Chain, Green Sourcing, Sustainability, Lean, Cultural Change, Environmental Leaders, Strategic Planning, Business Leadership

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Bill Stankiiewicz Copy 4 2011 Social Media Report

  1. 1. Richmond Events - UK Business PanelSocial media researchApril 2011 richmondevents
  2. 2. April 2011 Social media – Research into social media usage in the workplace Undertaken by Richmond Events, March 2011.Contents 1. Background 2 2. Headline findings 3 3. The full results follow. Social media - results 4 3.1. Current spending on social media. 4 3.2. Different social media platforms 5 3.3. Effectiveness of different media types. 6 3.4. Social media as part of a wider strategy. 7 3.5. Responsibility for social media. 8 3.6. Levels of agreement. 9 3.7. Happiness. 10 4. Further Information 11 1 © Copyright Richmond Events 2011
  3. 3. April 20111. BackgroundWe launched the UK Business Panel in January 2007. Our intention was to create themost informed and reliable specialist research audiences available in the UK. Ourcustomers are, exclusively, senior budget-holders across a range of disciplines frommajor companies and public sector organisations.We’ve recruited a panel of over 1,200 directors, heads of departments and seniormanagers who have agreed to answer our questionnaires. The first questionnaire inFebruary 2007 was on the topic of Leadership. Since then we have completed over adozen surveys on topics as diverse as The Environment to views on the Coalition. Afull list of topics can be found at the end of this report.This report focuses on the subject of Social media.A more detailed breakdown of the panel follows: Gender Age Job Title Job function 25 to Male 76% 2% Director 28% IT 25% 30 31 to Head of Female 24% 10% 31% Communications 7% 37 Function 38 to Board Financial 31% 21% 8% 45 Director Services (PIMS) 46 to Senior Human 41% 13% 17% 55 Manager Resources 56 to General 16% 4% Catering 5% 65 Manager Public Sector 66+ 1% 2% Finance 7% Equivalent Other 2% Marketing 15% IT in Financial 3% Services Logistics 17% Property 2% Other 1%Our panel members control personal budgets of up to £200m each and come fromorganisations with turnovers up to and beyond £1bn.233 people completed the online questionnaire. Their responses were both entirelyconfidential and strictly anonymous. This report analyses the results and commentswhere appropriate.We’d like to thank everyone who took time to complete the questionnaire. 2 © Copyright Richmond Events 2011
  4. 4. April 20112. Headline findings 44% of organisations do not currently spend any budget on social media. OF those that do the average percentage of departmental budget spend is 2.8%. Over half the panel are likely to increase their spend on social media, 40% moderately and 13% drastically. In terms of the social media platforms individuals use in the workplace, LinkedIn is by far the most popular, three times more so than 2nd placed Twitter. Only 5% of organisations have strict ROI measures in place for social media. Almost two thirds don’t measure ROI at all. LinkedIn and Blogs are viewed as the most effective social media. The 2 most popular areas for employing social media within organisations are towards customer engagement and brand promotion. These are followed by general marketing and building web traffic. In over half of organisations the marketing department is responsible for social media content. On average 5.5% of individuals within organisations are using social media for business purposes. A high proportion of the panel still perceive social media as ‘still more of a personal than a business tool’.The full results follow. 3 © Copyright Richmond Events 2011
  5. 5. April 2011 3. Social media - results3.1. Current spending on social media. The panel was asked what percentage of their departmental budget is devoted to social media. % None 44% Less than 2% 38% 2% - 5% 10% 6% - 10% 3% 11% - 15% 3% 15%+ 1% Comment  Despite the perceived fixation with social media throughout business these days, a huge 44% of organisations say they do not currently spend any budget on it. Recently B&Q announced a planned £35 million spend on social media over the next 3 years…  Of those that do, just over 1/3 spend less than 2% whilst 10% spend between 2% and 5%.  The average percentage of departmental budget spent on social media is 1.6%. The average amount excluding those who don’t spend anything is 2.8%.  Next the panel was asked whether they intend to increase their spending on social media. Comment  The highest proportion expects their spending on social media to remain similar to now. This is more than likely to include those who don’t currently spend anything on social media. 4 © Copyright Richmond Events 2011
  6. 6. April 2011  Over half however are likely to increase their spend, 40% moderately and 13% drastically. Correspondingly, only 2% expect to reduce their spending.3.2. Different social media platforms Next we asked the panel which of the following social media platforms they used both in in terms of their organisation and on a personal level within their role. Comment  LinkedIn is the most popular social media platform, jointly for organisations and way out on its own for personal use. For the latter, over 80% of the panel use it within their role, whilst 55% of organisations use it.  Facebook and Twitter are the other joint top social media platforms for organisations with 55% using them. They are followed by blogs, 40%, and YouTube, 34%.  LinkedIn is way ahead of any other outlet for usage by individuals within their role. The 2nd most popular is Twitter, which just over 1 in 4 of the panel use, followed by blogs with 24%.  The panel was asked whether they actively measure the ROI that social media generate for their organisation. Yes, we have strict measuring in place 5% Yes, but it’s an approximate science 32% No 63% 5 © Copyright Richmond Events 2011
  7. 7. April 2011 Quite remarkable – out of everyone using social media only 5% are confidently measuring it for ROI. A gap in the market one thinks!3.3. Effectiveness of different media types. Following on from whether or not the panel measures what they are doing with social media, we asked the slightly less scientific ‘how effective’ do they feel each platform is in terms of overall benefit to their organisation. The table shows a mean score with 4 being vey effective, 3 quite effective, 2 not very effective and 1 not at all effective. Comment  There is no clear winner in terms of effectiveness: no area achieves a quite effective or better average score.  The 2 outlets that score highest are LinkedIn and Blogs, which achieve average scores of 2.7 and 2.6 respectively. It is of some satisfaction that LinkedIn scores the highest, bearing in mind its much higher usage compared to others.  MySpace scores the least, and is used by only a minority of the panel. 6 © Copyright Richmond Events 2011
  8. 8. April 20113.4. Social media as part of a wider strategy. Next we asked in which of the following areas does the panel employ social media as part of their strategy and which applications have been a success.  In every single area where social media is used, the figure employing it is higher than the corresponding one seeing success as a result.  The 2 most popular areas for employing social media within organisations are towards customer engagement and brand promotion. These are followed by general marketing and building web traffic.  At the other end of the scale social media is used far less in terms of customer complaints, sales support and market research.  In terms of success, (thankfully) the top 2 areas where social media is employed correlate to the top 2 areas where organisations are having success using it!  Others areas where there’s a noticeable difference between employment and success include generating new sales, general marketing and market research. This table 7 © Copyright Richmond Events 2011
  9. 9. April 2011 merely reinforces the previous stat that very few of organisations are (or know how to) measuring ROI from social media.3.5. Responsibility for social media. We next asked how the panel manages their social media strategy. % Lead the social media work yourself 12% Share leadership amongst the team 39% Use an outside consultant / agency 9% None of the above 40% Comment  Just over 1 in 10 of the panel manages the social media work themselves, whilst almost 4 times as many share it amongst the team.  It would be interested to see if the 9% that use an outside consultant / agency were the same group that accurately measures ROI from social media (or at least were told they did!).  Next we asked which department is mainly responsible for social media content within organisations.  In over half of organisations the marketing department is responsible for social media content. 8 © Copyright Richmond Events 2011
  10. 10. April 2011 We also asked what percentage of individuals within organisations use social media for business purposes. % Less than 2% 37% 2% - 5% 22% 6% -10% 13% 10% - 15% 5% 15%+ 10% Not relevant 13% Average 5.5%3.6. Levels of agreement.Next we gave the panel a series of statements and asked them to signify theiragreement levels with each one. The graph shows a mean score with 5 being stronglyagree, 3 neither agree nor disagree and 1 strongly disagree. 9 © Copyright Richmond Events 2011
  11. 11. April 2011 The aspects that receives the highest levels of agreement are ‘spending on social media is bound to increase’ and (more contentiously) ‘social media is still more a personal than a business tool’. Areas that received high levels of disagreement are the panel’s intention to employ social media consultants to move forward and having a relaxed attitude to employees using personal social media at work.3.7. Happiness.Finally, for the 2nd consecutive wave we asked the panel about their levels of happiness.Not a particularly scientific question (or anything to do with social media), but onenevertheless we thought could be interesting. We intend to repeat this question every 2months. Good news! The majority of the panel claim to be happy; 17% very and 43% moderately. A further 33% aren’t necessarily unhappy; their mood just varies from day do day! As for the unhappy ones (luckily a small minority) 5% are pretty miserable and 3% are downright grumpy. The figures are also up from January when we first asked the question – though only just! 10 © Copyright Richmond Events 2011
  12. 12. April 20114. Further InformationWe are always looking to build our panel with senior professionals from UK businesses.If you wish to join or would like to recommend someone else, please see the contactdetails below. Further criteria for participation can be found on page 2.This research is produced by Richmond Events, who would like to express their gratitudeto all those who took part.Previous research titles undertaken by the UK Business panel: Leadership Change management Career planning Economic outlook (08, 09, 10 & 11) Recruitment & Retention Tax Transport The Environment Culture Change The Internet Personal development People management Training The future Attitudes towards the Coalition New Government priorities Business PersonalityFor details of other research available please contact:David ClarkHead of Research+44 208 487 11 © Copyright Richmond Events 2011