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EY_TotalSoft_Impactul social media_28Oct14_EN

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EY_TotalSoft_Impactul social media_28Oct14_EN

  1. 1. Social media and the Romanian business environment The impact of marketing through social networks (social media) on the local business environment 28 October 2014
  2. 2. Pagina 2 “Social media and the Romanian business environment” study The study analyzes the responses of 209 representatives of companies from various industries in Romania on how they approach marketing through social networks and the impact this type of marketing currently has on their work. Top 5 findings In 2014 only 58% of respondents say they use social networks to promote their company and plan to use them further (down from 78% in 2013), while 28% of them say they do not use, but plan to use social media in the next period (percentage rising from 22% in 2013). The "star“ platform this year in Romania remains Facebook with 93% of responses (94% globally), followed by LinkedIn with 61% (71% globally) and Google+ with 31% (54% globally). New entrants in the ranking for Romania are Pinterest 8% (47% globally) and Instagram 7% (28% globally). Communication through social media occupies 1-5 hours weekly for the majority of respondents, but there are good news regarding levels of 6-10 hours and 11-20 hours, which have increased by 3 percent each in 2013 compared to 2014 (from 17% to 20 % and from 13% to 16% respectively). However, higher levels (21-40 hours) decline in average by 2%. The general trend regarding the areas where social networks are used by companies in Romania remains the same, predominantly used in marketing and communication. Increases of 3-5% can be seen in recruitment, customer service and research of customers’ needs. In comparison to 2013, there are declines of social media use in networking (-2%) and competitive analysis (-6%). The study is based on a survey undertaken between 23 September – 15 October 2014. The report analyzes the responses of 209 respondents from the local business environment. The study used for global comparative data is “2014 Social Media Marketing Industry Report – How Marketers Are Using Social Media to Grow Their Businesses". If in 2013 the top three benefits of using social media were: increasing market exposure (83%); raising brand awareness (79%) and customer loyalty (52%), in 2014 the new top 3 are: raising brand awareness (80%); increasing market exposure (63%) and generating sales opportunities (54%). 1 2 3 4 5
  3. 3. Pagina 3 The platforms used for social media marketing in the Romanian business environment Section 1
  4. 4. Pagina 4 Q1 Do you use social networks to promote your company? (single answer) Responses: 209 Skipped this question: 0 In 2014 only 58% of respondents say they use social networks to promote the company and intend to continue using them (down from 78% in 2013), while 28% of them say they do not use, but plan to use social networks in the next period (increase in percentage from 22% in 2013). Since this year's study proposes an extended scale of response options, there is also shown that that 13% of respondents do not use social networks to promote their company, nor intend to do so. 22% 78% 2013 No, but I plan to use them in next period Yes and I plan to use them further 58% 1% 28% 13% 2014 Yes and I plan to use them further Yes but I will not use them anymore in next period No, but I plan to use them in next period No and I do not intend to use them
  5. 5. Pagina 5 Q2 If you do use social media, which of the following platforms? (multiple answer) Responses:123 Skipped this question: 0 The "star“ platform this year in Romania remains Facebook with 93% of responses, declining only with two percent compared to the previous year. Globally, Facebook leads in the ranking of the most used platforms by 94%. In Romania, a significant increase of 21% was also recorded for LinkedIn, which globally is in 3rd position with 71%, ahead of Twitter ranked 2nd by 81%. Locally there is also an increase, although of only 5%, recorded by Google+, which has a global share of 54%. New entrants in the ranking for Romania are Pinterest 8% (47% globally) and Instagram 7% (28% globally). 2% 0% 0% 7% 0% 29% 43% 26% 40% 95% 4% 7% 7% 7% 8% 27% 29% 31% 61% 93% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Altele Yahoo Messenger Instagram Skype Pinterest Twitter Youtube Google+ LinkedIn Facebook 2014 2013 Others
  6. 6. Pagina 6 The strategy, timing and frequency of use of social networks in the Romanian business environment Section 2
  7. 7. Pagina 7 Q3 Does your organization have a strategy regarding social networks? (single answer) Responses: 123 Skipped this question: 0 If 46% of respondents say they have a strategy regarding social networks within the marketing team and 19% even have it integrated across the whole company, only 7% have a social media strategy within the commercial team. On the other hand, 27% of participants in the 2014 edition of the study acknowledge that they do not yet have a strategy on social networks. 2014 1% 7% 19% 27% 46% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Others Yes, we have a strategy across the commercial team Yes, we have a strategy across the company We do not yet have a strategy regarding the social networks Yes, we have a strategy across the marketing team
  8. 8. Pagina 8 Q4 For how long have you been using social networks in your company? (single answer) Responses: 123 Skipped this question: 0 Most Romanian companies (31%) have been using social media for promotion on average for 1-2 years, followed by 24% of respondent companies who say they have been using social media for the last 2-3 years. No less than 16% though, is the percentage of companies that have been using social media within the marketing mix under one year. At the other end of the ranking scale are 14% of companies that say they have been using social media for more than 4 years. 2014 16% 31% 24% 15% 7% 7% 0% 5% 10% 15% 20% 25% 30% 35% Less than 1 year 1-2 years 2-3 years 3-4 years 4-5 years Over 5 years
  9. 9. Pagina 9 Q5 The weekly amount of time you assign for promoting your company within social networks is: (single answer) Responses: 123 Skipped this question: 0 Communication through social media occupies 1-5 hours weekly for the majority of respondents, but there are good news regarding levels of 6-10 hours and 11-20 hours, which increased by 3 percent each (from 17% to 20 % and respectively from 13% to 16%). However, higher levels decline in average with 2%. Globally, 40% of companies communicate via social networks on average 1-5 hours per week, 27% between 6-10 hours per week, while 20% communicate through social media between 11-20 hours a week. 54% 17% 13% 9% 4% 4% 54% 20% 16% 5% 2% 3% 0% 10% 20% 30% 40% 50% 60% 1-5 hours 6-10 hours 11-20 hours 21-30 hours 31-40 hours Over 40 hours 2014 2013
  10. 10. Pagina 10 Q6 How often do you post information on social networks? (single answer) Responses: 123 Skipped this question: 0 Frequency of use of social networks has decreased significantly. In 2014 only 41% of respondents say they use social media daily, 8% less than in 2013. However, the percentages grow for those using social media every 2-3 days ,from 15% in 2013 to 23% in 2014. The frequency of use of communication through social media weekly also increases from 21% to 22%. The resistance area of those who use social media once every few months remains at 9%. 49% 15% 21% 6% 9% 41% 23% 22% 5% 9% 0% 10% 20% 30% 40% 50% 60% Daily Once in 2-3 days Weekly Monthly Once every few months 2014 2013
  11. 11. Pagina 11 Q7 Will your company change the way or frequency of use of social networks in the near future? (single answer) Responses: 123 Skipped this question: 0 Asked if they will change the way or frequency of use of social networks in the near future, 72% of respondents say their use of social media will increase, and 27% say their use social media will remain the same. A small percentage of 1% say the use of social networks will be reduced for their companies. 2014 1% 27% 72% The use will decrease The use will maintain The use will increase 0% 10% 20% 30% 40% 50% 60% 70% 80%
  12. 12. Pagina 12 Managing campaigns and activities through social networks Section 3
  13. 13. Pagina 13 Q8 Which department in your company is in charge with social networks?(single answer) Responses: 123 Skipped this question: 0 For this aspect we also decided to provide more response options in the new edition of the study, to increase the accuracy of the analysis. Thus, we find that a specially dedicated department is dealing with social media in 51% of respondent companies. However, a significant percentage of 23% say that they do not have a department within the company that handles communication through social networks. There are companies in which this activity belongs to the HR department (6%) or IT (4%), but the most important aspect is that only 8% of companies have a specially dedicated department for communication through social media. 2013 2014 5% 95% 0% 20% 40% 60% 80% 100% Others Marketing department 8% 4% 6% 8% 23% 51% 0% 10% 20% 30% 40% 50% 60% Other IT department HR department Marketing department We do not have a department that is in charge with social networks A specially dedicated department for communication through social networks
  14. 14. Pagina 14 Q9 Do you manage the campaigns on social networks by yourself or externalize them (specialized agency)? (single answer) Responses: 123 Skipped this question: 0 To find in depth responses, we also decided to change the scale of answers for this question in 2014. Thus, we added to last year’s list the response option: "we manage campaigns through internal resources in collaboration with external services". Therefore, the distribution of responses continues to show that most respondents (64%) say they manage their own campaigns on social networks. 59% 41% 0% 10% 20% 30% 40% 50% 60% 70% We manage the campaigns We use external services 2013 2014 14% 22% 64% 0% 10% 20% 30% 40% 50% 60% 70% We use external services We manage them through internal resources in colaboration with external services We manage the campaigns
  15. 15. Pagina 15 Q10 What kind of activities performed on social media do you externalize? (multiple answer) Responses: 44 Skipped this question: 0 Regarding the activities on social networks 70% of companies say they outsource design and development, 57% outsource the content creation and 30% each outsource managing social media community, the market research and public relations. The strategy is outsourced only by 18% of companies, while updating statuses is kept in house by no less than 85% of companies. 2014 15% 18% 30% 30% 30% 57% 70% 0% 10% 20% 30% 40% 50% 60% 70% 80% Updating statuses Strategy Public relations (PR) Market research Managing the community through social networks Creating content Design and development
  16. 16. Pagina 16 Q11 Can your company measure the size of return on investment in social media activities?(single answer) Responses: 123 Skipped this question: 0 Although the majority of respondents (52%) are undecided about measuring the size of return on investment in social media activities, we can see that 34% of respondents agree and totally agree that this is possible. Only 14% responded that they disagree or totally disagree regarding the company’s possibility to measure the size of return on investment in activities on social networks. 2014 12% 2% 52% 28% 6% 0% 10% 20% 30% 40% 50% 60% Disagree Totally disagree Undecided Agree Totally agree
  17. 17. Pagina 17 The interaction with followers on social networks Section 4
  18. 18. Pagina 18 Q12.1 What kind of content do you offer to folllowers? (multiple answer) Relative to the type of content offered to followers, on the top 3 positions are: information about the company's products and services (77%), (69%) information about the company – company history, testimonials from current clients, events - and information about the campaigns, promotions, direct or indirect sales (62%). Responses: 123 Skipped this question: 0 2014 4% 21% 35% 43% 62% 69% 77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Others Content that is not related to the company Job offers Answer the questions, suggestions and complaints Information about the campaigns, promotions and direct or indirect sales Information about the company: company history, testimonials of current clients, events Information about the company products and services
  19. 19. Pagina 19 Q12.2 What kind of content do you offer to folllowers? (multiple answers) Regardless of the industry, the social environment is used for transmitting information about the company, customers or events. Apart from tourism (67%), answers to questions, suggestions or complaints are mainly used in finance and banking (52% of respondents), retail/distribution (43%) and food and beverages (39%). Content that is not related to the company is transmitted mainly by tourism and media/advertising companies (33% of respondents). Sorted by the field of activity of surveyed companies 67% 38% 48% 33% 46% 50% 13% 57% 6% 37% 52% 67% 13% 36% 13% 38% 17% 6% 19% 12% 11% 32% 17% 67% 25% 18% 13% 15% 39% 6% 43% 26% 52% 33% 100% 38% 55% 33% 38% 67% 19% 71% 6% 37% 60% 50% 100% 25% 30% 27% 38% 39% 19% 67% 32% 56% 67% 33% 13% 15% 10% 8% 22% 6% 10% 11% 16% 33% Turism Public administration Professional services Industry / Production Telecommunications / IT&C Food Industry / Agriculture Construction / Real Estate Retail and / or wholesale Energy / Utilities and Mining Pharmaceutical Industry / Healthcare Finance and banking Advertising / Media Information about the company: company history, testimonials of current clients, events Job offers Answer the questions, suggestions and complaints Information about the company products and services Information about the campaigns and direct or indirect sales Content that is not related to the company
  20. 20. Pagina 20 Q13 Do you ask followers on social networks about what they expect from your products/services? (single answer) Although 14% of surveyed companies say they do not ask social media followers about their requirements for the products and services offered, 35% responded that they involve followers and act according to the feedback obtained, while the 49% that do not involve but plans to do so in the next period express an opening to the value of feedback coming from social media followers. Responses: 123 Skipped this question: 0 2014 49% 14% 35% 2% 0% 10% 20% 30% 40% 50% 60% No, but we plan to involve them in the next period No, we do not consider it a suitable environment for obtaining this information Yes, we involve the followers and act in accordance with their feedback Yes, we involve the followers but we do not act in accordance with their feedback
  21. 21. Pagina 21 Q14 Do you use communication through social networks to interact with your employees? (tools such as portals, forums, blogs, etc) (single answer) When asked if they use communication through social networks to interact with employees, 19% of respondents say they use this tool, but have no precise policy in this regard, while 15% of them say they use social media as part of the internal communication strategy. On the other hand, 35% of respondents say they do not consider the use of such tools for this purpose, but the 31% who say they do not use social networks at the moment, plan to use them in the future. Responses: 209 Skipped this question: 0 2014 31% 35% 15% 19% 0% 5% 10% 15% 20% 25% 30% 35% 40% We do not use at this time, but we plan to use them in the next period We do not consider to be the case for using such tools Yes, we use social networks as part of the internal communication strategy Yes, we use social networks but we have not established a precise policy
  22. 22. Pagina 22 Q15 Do you think that companies who use social networks have a competitive advantage in comparison to the companies who don’t? (single answer) The results of the 2014 edition show a decrease, from 43% to 29% compared to 2013, of those who totally agree with the statement that the use of social media by companies to interact with customers gives them a competitive advantage than those who do not do this. An increase of 5% is recorded for those who agree with this statement in 2014 compared to those who had the same opinion in 2013. Responses: 209 Skipped this question: 0 0% 4% 13% 40% 43% 1% 5% 20% 45% 29% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Totally disagree Disagree Undecided Agree Totally agree 2014 2013
  23. 23. Pagina 23 Q16 Do you think marketing within social networks is effective? (single answer) In 2014, 70% of companies in Romania totally agree and agree on the effectiveness of marketing in social networks, down from 83% having this opinion in 2013. Moreover, the share of those undecided increases from 17% in 2013 to 24% in 2014, and also the percentage of those who disagree, from 0% in 2013 to 6% in 2014. Responses: 209 Skipped this question: 0 0% 0% 17% 50% 33% 1% 5% 24% 52% 18% 0% 10% 20% 30% 40% 50% 60% Totally disagree Disagree Undecided Agree Totally agree 2014 2013
  24. 24. Pagina 24 Areas where social networks are used in the Romanian business environment, allocated budgets and benefits obtained by companies Section 5
  25. 25. Pagina 25 Q17.1 For which of the following areas do you use social networks within the company you work for? (multiple answer) Responses: 123 Skipped this question: 0 The general trend regarding the areas where social networks are used by companies in Romania remains the same, predominantly used in marketing and communication. Increases of 3-5% can be seen in recruitment, customer service and research of needs. There are declines of social media use in networking (-2%) and competitive analysis (-6%). 87% 21% 15% 33% 31% 74% 45% 37% 89% 15% 20% 37% 34% 74% 46% 35% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Communication Competitive analysis Research Customer service Recruitment Marketing Sales Networking 2014 2013
  26. 26. Pagina 26 Q17.2 For which of the following areas do you use social networks within the company you work for? (multiple answer) Responses: 123 Skipped this question: 0 Although communication is the main area of use of social networks regardless of industry, the objective of selling through social media appears especially in the companies in the tourism industry (100% of respondents), financial and banking institutions (48% of respondents) and IT&C (46% of respondents). Over half of respondents in IT&C signal using social media for recruitment, emphasizing the use of all possible channels to attract highly qualified resources. Sorted by the field of activity of surveyed companies 67% 38% 64% 43% 69% 61% 19% 76% 18% 42% 60% 83% 13% 12% 7% 15% 14% 5% 20% 17% 67% 13% 9% 7% 23% 11% 6% 10% 6% 5% 20% 17% 67% 13% 24% 13% 23% 17% 48% 11% 44% 17% 13% 33% 13% 54% 28% 14% 12% 5% 32% 67% 13% 48% 30% 62% 56% 25% 62% 32% 68% 83% 100% 13% 30% 13% 46% 28% 19% 33% 16% 48% 33% 13% 30% 10% 38% 11% 19% 29% 6% 5% 28% 67% Turism Public administration Professional services Industry / Production Telecommunications / IT&C Food Industry / Agriculture Construction / Real Estate Retail and / or wholesale Energy / Utilities and Mining Pharmaceutical Industry /… Finance and banking Advertising / Media Communication Competitive analysis Research Customer service Recruitment Marketing Sales Networking
  27. 27. Pagina 27 Q17.3 For which of the following areas do you use social networks within the company you work for? (multiple answer) Responses: 123 Skipped this question: 0 In large companies, of over 1000 employees, the use of social media for customer service is more present (37% of respondents) than in small companies (18% of respondents). Medium-sized companies that have between 100-500 employees, has the highest percentage of using social media for recruitment (27% of respondents). 51% 57% 48% 45% 61% 6% 18% 5% 5% 16% 13% 18% 7% 16% 18% 29% 18% 5% 37% 13% 21% 27% 20% 26% 43% 54% 39% 45% 42% 24% 29% 20% 20% 42% 22% 18% 20% 20% 21% <50 employees 51-100 employees 101-500 employees 501-1000 employees >1000 employees Communication Competitive analysis Research Customer service Recruitment Marketing Sales Networking Sorted by the number of employees of the responded companies
  28. 28. Pagina 28 Q18.1 What benefits does the use of social networks bring you? (multiple answer) Responses: 123 Skipped this question: 0 Increasing brand awareness and market exposure remains the most important benefits of using social networks; 54% of respondents talk about generating sales opportunities, a significant increase compared to 2013. In contrast, only 34% of respondents said that using social media produced an effective increase in sales, a decrease compared to 2013. A steady percent compared to last year, more than half of the respondents mentioned increasing customer loyalty by using social networks. 2013 2014 3% 21% 22% 22% 25% 34% 40% 51% 54% 63% 80% 0% 20% 40% 60% 80% 100% Others Improving the communication with the employees Availability of market insights Developing business partnerships Reduced costs regarding marketing Increased sales Improving the image and reputation of the employer Customers loyalty Generating sales opportunities Increased market exposure Increased brand awareness 13% 19% 19% 37% 46% 52% 52% 79% 83% 0% 20% 40% 60% 80% 100% Developing business partnerships Availability of market insights Generating opportunities regarding the entrance into… Reduced costs regarding marketing Increased sales Increased customer traffic Customers loyalty Increased brand awareness Increased market exposure
  29. 29. Pagina 29 Q18.2 What benefits does the use of social networks bring you? (multiple answer) Responses: 123 Skipped this question: 0 The top three industries that indicate increasing sales through social networks are tourism (67%), finance and banking institutions (36%) and IT&C (31% of respondents). Respondents in the tourism industry indicate increasing customer loyalty and brand awareness, benefits that are reported mainly also by companies in media/advertising or finance and banking institutions, retail/distribution, food industry, agriculture and professional services. 46% of respondents in IT&C appreciate the positive impact of social media in improving their reputation of a good employer. Sorted by the sector of activity of the responded company 67% 18% 20% 31% 22% 13% 29% 11% 36% 17% 67% 39% 23% 31% 39% 25% 48% 21% 48% 67% 100% 27% 20% 38% 44% 38% 6% 26% 56% 67% 21% 10% 23% 19% 14% 6% 11% 20% 100% 38% 58% 30% 54% 56% 25% 67% 12% 32% 68% 67% 25% 27% 7% 15% 6% 19% 24% 17% 13% 21% 13% 23% 11% 29% 5% 28% 33% 13% 52% 30% 62% 50% 19% 48% 6% 26% 44% 50% 25% 12% 7% 23% 17% 24% 12% 16% 17% 33% 13% 27% 13% 46% 33% 6% 24% 12% 11% 36% 50% Turism Public administration Professional services Industry / Production Telecommunications / IT&C Food Industry / Agriculture Construction / Real Estate Retail and / or wholesale Energy / Utilities and Mining Pharmaceutical Industry /… Finance and banking Advertising / Media Increased sales Generating sales opportunities Customers loyalty Availability of market insights Increased brand awareness Developing business partnerships Reduced costs regarding the marketing Increased market exposure Improving the communication with the employees Improving the image and reputation of the employer
  30. 30. Pagina 30 Q18.3 What benefits does the use of social networks bring you? (multiple answer) Responses: 123 Skipped this question: 0 Social networks are perceived by small and medium companies as an alternative medium, affordable, for increasing brand awareness and market exposure. Large companies appreciate the impact on sales growth, indicating that social networks are more efficient than other traditional marketing channels. Companies with a turnover of over 50 million EUR use social networks to improve communication with employees, benefit reported by nearly a third of respondents, compared to only 4% of the companies with turnover of less than 1 million EUR. Sorted by respondent companies turnover 16% 22% 26% 13% 24% 30% 32% 37% 31% 31% 22% 28% 40% 31% 41% 14% 3% 17% 13% 24% 41% 53% 60% 31% 41% 13% 12% 14% 13% 14% 7% 20% 17% 25% 14% 32% 40% 49% 25% 38% 4% 13% 6% 31% 28% 12% 23% 29% 38% 38% < € 1 milion € 1-10 milion € 10-50 milion € 50-100 milion > € 100 milion Increased sales Generating sales opportunities Customers loyalty Availability of market insights Increased brand awareness Developing business partnerships Reduced costs regarding the marketing Increased market exposure Improving the communication with the employees Improving the image and reputation of the employer strategy
  31. 31. Pagina 31 Q19.1 What stage of the sales process do you consider to influence through social networks? (multiple answer) Responses: 123 Skipped this question: 0 Using social media networks can influence important steps in the sales process. Thus, 61% of companies say they influence the prospecting and identification of sales opportunities, 38% say they influence the offer through discussions and demonstrations about products or services offered online, and 37% say they notice the after sales influence, especially due to regular informing and usefulness in handling complaints. In contrast, 14% of companies say they do not use social networks in the sales process. 2014 14% 20% 30% 35% 37% 38% 61% 0% 10% 20% 30% 40% 50% 60% 70% We do not use social media in the sales process Sale: order taking and discussion based on it Qualifying potential customers and providing information about the company or products Prequalification of potential customers: gathering information about them Post-sale: regular briefings, handling complaints Offering: discussions about products or services offered, online demonstrations Prospecting: identifying sales opportunities
  32. 32. Pagina 32 Q19.2 What stage of the sales process do you consider to influence through social networks? (multiple answer) Responses: 123 Skipped this question: 0 Collection of information through social networks is made especially in the tourism industry (67% of respondents), retail/distribution (43%) and professional services (36%). Online offering is entirely absent from the responses of energy companies, utilities and mining. Selling through the online environment is absent in public administration. Industries that use social media for sale purposes are: tourism (100% of respondents), finance and banking institutions (24%) and IT&C (23%). Sorted by the sector of activity of the responded company 100% 25% 45% 17% 46% 17% 31% 52% 6% 21% 68% 50% 67% 25% 36% 3% 23% 11% 19% 43% 5% 32% 67% 13% 24% 10% 8% 17% 19% 33% 12% 16% 16% 33% 38% 24% 20% 15% 22% 13% 38% 16% 36% 17% 100% 15% 7% 23% 6% 13% 10% 24% 17% 33% 38% 18% 17% 23% 33% 13% 19% 6% 11% 40% 50% 9% 13% 8% 22% 10% 6% 5% 17% Turism Public administration Professional services Industry / Production Telecommunications / IT&C Food Industry / Agriculture Construction / Real Estate Retail and / or wholesale Energy / Utilities and Mining Pharmaceutical Industry / Healthcare Finance and banking Advertising / Media Prospecting: identifying sales opportunities Prequalification of potential customers: gathering information about them Qualifying potential customers and providing information about the company or products Offering: discussions about products or services offered, online demonstrations Sale: order taking and discussion based on it Post-sale: regular briefings, handling complaints We do not use social media in the sales process
  33. 33. Pagina 33 Q20.1 What is the budget you invested in the promotion through social networks in the past year?(single answer) Responses: 123 Skipped this question: 0 42% of companies in Romania have invested under EUR 1000 in the promotion through social networks in the past year, 15% have invested between EUR 1000 and 3000 for the same approach, while 23% have invested more than EUR 3000 in social media promotion. A significant percentage (20%) of respondents said they do not know how much their companies have invested in promoting their businesses through social media in the last year. 2014 20% 42% 15% 8% 7% 8% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% I don't know Under € 1000 € 1000-3000 € 3000-5000 € 5000-10000 > € 10000
  34. 34. Pagina 34 What is the budget you invested in the promotion through social networks in the past year?(single answer) Responses: 123 Skipped this question: 0 Interestingly, the number of respondents who can not estimate the size of the budget invested in promotion through social networking increases as the size of the companies gets bigger. This result emphasizes the idea that large companies promoting through social networks is an organization-wide strategy and budgets are distributed across multiple departments. Q20.2 Sorted by responded companies turnover 61% 43% 40% 13% 6% 3% 8% 14% 12% 8% 18% 25% 6% 10% 19% 23% 12% 3% 8% 5% 25% 18% 15% 22% 37% 46% < € 1 million € 1-5 million € 10-50 million € 50-100 million > € 100 million Under € 1000 € 5000-10000 € 3000-5000 € 1000-3000 > €10000 I don't know
  35. 35. Pagina 35 What is the budget you invested in the promotion through social networks in the past year?(single answer) Responses: 123 Skipped this question: 0 45% of respondents in IT&C do not know the budget they invest in social networks. The biggest budgets, of over 10,000 EUR annually, are allocated by food and agriculture (23% of respondents), pharmaceutical (13%) and finance and banking industries (11% of respondents). Q20.3 33% 33% 56% 40% 33% 46% 40% 50% 67% 13% 25% 50% 33% 13% 20% 6% 33% 13% 11% 23% 40% 6% 13% 16% 34% 33% 22% 13% 11% 35% 21% 17% 7% 11% 23% 13% 13% 11% 34% 22% 27% 45% 8% 25% 13% 16% 33% Turism Public administration Professional services Industry / Production Telecommunications / IT&C Food Industry / Agriculture Construction / Real Estate Retail and / or wholesale Energy / Utilities and Mining Pharmaceutical Industry / Healthcare Finance and banking Advertising / Media Under € 1000 € 5000-10000 € 3000-5000 € 1000-3000 > €10000 I don't know Sorted by the sector of activity of the responded company
  36. 36. Pagina 36 Q21.1 Do you think that generating sales opportunities within social media is effective?(single answer) 12% of respondents strongly agree with the statement that generating sales opportunities within social networks is effective and 53% agree with this. Significantly lower values are recorded for those who disagree with the effectiveness of generating sales opportunities within social networks. Responses: 209 Skipped this question: 0 2014 1% 8% 26% 53% 12% 0% 10% 20% 30% 40% 50% 60% Totally disagree Disagree Undecided Agree Totally agree
  37. 37. Pagina 37 Q21.2 Do you think that generating sales opportunities within social media is effective?(single answer) Small and medium companies, with turnover below 50 million EUR , signal a lower efficiency in generating sales opportunities than large companies with turnover of over 100 million EUR. Responses: 209 Skipped this question: 0 Sorted by respondent companies turnover 17% 7% 11% 6% 17% 52% 53% 46% 56% 62% 23% 25% 37% 25% 21% 7% 13% 6% 13% 2% < € 100 milion € 1-10 milion € 10-50 milion € 50-100 milion > € 100 milion Totally agree Agree Undecided Disagree Totally disagree
  38. 38. Pagina 38 Q22.1 Do you use monitoring / "listening" tools for social networks to find out what is being said about your company/products? (single answer) Of only 37% of respondents that say they use social media monitoring tools to find out what is being said about the company or the company's products, only 19% respond to the notifications received and 18% of them say they have a policy for replying in this respect. The remaining 63% either consider there is not the case to use such tools (21%) or are not using but plan to do so in the next period (42%). Responses: 209 Skipped this question: 0 2014 42% 21% 19% 18% 0% 10% 20% 30% 40% 50% Do not use at the moment, but we plan to use in the next period We do not consider it appropriate to use such tools Yes, we use such tools and react to the notifications received Yes, we use such tools, but we do not have a policy for replying
  39. 39. Pagina 39 Q22.2 Do you use monitoring / "listening" tools for social networks to find out what is being said about your company/product? (single answer) From the perspective of an analysis at sector of activity level of the responding companies it is to note that the most important share of responses indicate that no listening tools are used at this time. Companies that "listen" (whether they respond/react or not afterwards) are those in advertising/media (67%), finance and banking (56%) and telecommunications and IT&C (54%). Responses: 209 Skipped this question: 0 38% 21% 10% 46% 22% 19% 11% 32% 50% 33% 12% 27% 8% 22% 13% 5% 12% 36% 24% 17% 66% 38% 48% 30% 23% 45% 49% 52% 76% 42% 20% 33% 24% 19% 33% 23% 11% 38% 24% 12% 11% 24% Turism Public administration Professional services Industry / Production Telecommunications / IT&C Food Industry / Agriculture Construction / Real Estate Retail and / or wholesale Energy / Utilities and Mining Pharmaceutical Industry / Healthcare Finance and banking Advertising / Media Yes, we use such tools and react to the notifications received Yes, we use such tools, but we do not have a policy for replying Do not use at the moment, but we plan to use in the next period We do not consider it appropriate to use such tools Sorted by the sector of activity of the responded company
  40. 40. Pagina 40 The study is based on a survey undertaken between 23 September – 15 October 2014. The report analyzes the answers of 209 respondents from the local business environment. Demographics
  41. 41. Pagina 41 Demographics Romanian company (yes/no) Number of employees 17% 23% 60% 0% 10%20%30%40%50%60%70% Joint venture (foreign and romanian) Company with foreign capital Company with domestic capital 38% 13% 21% 10% 18% 0% 10% 20% 30% 40% <50 employees 51-100 employees 101-500 employees 501-1000 employees >1000 employees
  42. 42. Pagina 42 Demographics Industry Turnover 1% 3% 4% 6% 8% 8% 9% 9% 10% 12% 14% 16% 0% 5% 10% 15% 20% Turism Advertising / Media Public administration Telecommunications / IT&C Construction / Real Estate Energy / Utilities and Mining Food Industry / Agriculture Pharmaceutical Industry / Healthcare Retail and / or wholesale Finance and banking Industry / Production Professional services 33% 29% 16% 8% 14% 0% 10% 20% 30% 40% <€ 1 million € 1-10 million € 10-50 million € 50-100 million > € 100 million
  43. 43. Pagina 43 Demographics Position of respondent Age of respondent 21% 26% 8% 30% 9% 6% 0% 5% 10% 15% 20% 25% 30% 35% Others General Director / President / CEO CFO / Treasurer / Controller Director / Manager / Marketing Specialist / Communication Director / Manager / Sales Specialist Director / Manager / HR Specialist 3% 31% 27% 39% 0% 10% 20% 30% 40% 50% <25 years 25-34 years 35-45 years >45 years
  44. 44. Pagina 44 Project team Elena Badea Director of Marketing EY Romania elena.badea@ro.ey.com Constantin Măgdălina Senior Associate, Maketing EY Romania constantin.magdalina@ro.ey.com We would like to thank all the respondents for their support in conducting this study. Ioana Sigarteu Online Marketing Manager TotalSoft isigarteu@totalsoft.ro Daniel Ionescu Sales & Marketing Director TotalSoft daniel.ionescu@totalsoft.ro
  45. 45. Pagina 45 Thank you! The study will be repeated in the same period in 2015, and the new edition will include comparative data with 2014.

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