Twitter or Not - The Business Case for Social Media


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Frost & Sullivan's Global Director of Corporate Communications, Jake Wengroff, delivered this presentation to an audience of 200 entrepreneurs and investors at the SATAI STARs 2009 conference on Tuesday, October 27, 2009 in San Antonio, Texas. Research from Frost & Sullivan's unified communications analyst team is included.

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Twitter or Not - The Business Case for Social Media

  1. 1. Twitter or Not – The Business Case for Social Media <br />Jake Wengroff<br />Global Director, Corporate Communications<br />Frost & Sullivan<br />October 27, 2009<br />
  2. 2. Pop Quiz: How many tweets have appeared on Twitter?<br />50 million<br />100 million<br />500 million<br />1 billion<br />5 billion<br />ANSWER: 5 billion. On October 19, 2009, Twitter announced that the 5 billionth tweet was sent on its network.<br />
  3. 3. In the Game<br /><ul><li> More than 300 million active users
  4. 4. 50% of active users log on to Facebook in any given day
  5. 5. The fastest growing demographic is those 35 years old and older
  6. 6. Available in 69 languages on the site
  7. 7. About 70% of Facebook users are outside the United States
  8. 8. 6 million unique monthly visitors, about the same number of accounts
  9. 9. 55 million monthly visits
  10. 10. LinkedIn has over 48 million members in over 200 countries around the world
  11. 11. A new member joins LinkedIn approximately every second, and about </li></ul> half of its members are outside the U.S. <br /><ul><li> Executives from all Fortune 500 companies are LinkedIn members</li></ul>Source: the companies, Wikipedia, HubSpot, Mashable<br />
  12. 12. How does your company use social media?<br /><ul><li>Brand/corporate positioning
  13. 13. Gain new product and service ideas
  14. 14. Make new connections and grow business
  15. 15. Engage with customers and receive feedback
  16. 16. Internal communications and training</li></li></ul><li>Why We Hate Social Media<br /><ul><li>“Free” isn’t really free
  17. 17. Time, time, time!
  18. 18. Damage control</li></ul> (or rather, how about any control in general?) <br /><ul><li>Who will be the voice?</li></ul> (and who will be the voice when the voice resigns?)<br />
  19. 19. Source: Frost & Sullivan<br />Q15.Please rate the following potential risks of Social Networking Sites to your organization? <br />Perceived Risks of Social Networking Sites<br />
  20. 20. Gatekeeping<br /> Does your company have a social media policy?<br /> What’s the risk if you don’t?<br />
  21. 21. Policies Regarding Social Networking Sites<br />Q3. Does your organization have written policies regarding use of company computers/networks to access social networking sites? <br />Q3b. What is your organization’s policy regarding social networking sites? <br />Q3c. Does your organization allow access to social networking sites, despite having no formal policy in place? <br />Source: Frost & Sullivan<br />
  22. 22. Unlikely Candidates<br /> In the struggle to find people willing to make worthy contributions to social networking sites, look to the group that wants to engage: salespeople.<br /> And yes: salespeople can be positioned as Thought Leaders!<br />
  23. 23. Among Those Who Believe Corporate Social Networking Beneficial (Highly or Moderately)<br />Note: Proportions less than five percent not shown in above chart.<br />Source: Frost & Sullivan<br />Q14. Please indicate the value you perceive your organization receives from any of the following benefit(s). <br />Perceived Value of Social Networking<br />
  24. 24. /Indicates significantly higher/lower than comparison group at the 95% level.<br />Corporate Roles in Social Networking Communities by Total Sample and Enterprise Size<br />Among Those Using Web 2.0 Tools for Client Relations<br />Source: Frost & Sullivan<br />Q9. Which of the following best describes the role(s) for the social networking communities that you use for corporate purposes with regard to client relations? (Multiple mention question)<br />
  25. 25. /Indicates significantly higher/lower than comparison group at the 95% level.<br />Anticipated Change in Corporate Use of Social Networking by Total Sample and Enterprise Size<br />Source: Frost & Sullivan<br />Q16. Thinking about the next 12 months, how do you anticipate your organization’s overall usage of social networking will change? <br />
  26. 26. Remarks<br /><ul><li>Don’t ignore social networking
  27. 27. Keep it organic, genuine, and authentic
  28. 28. Your customers, employees, and investors will feel empowered
  29. 29. Read….learn….engage!</li></li></ul><li>For Additional Information<br />Jake Wengroff<br />Global Director<br />Corporate Communications<br />(210) 247-3806<br /><br />Follow Frost & Sullivan on Twitter <br />@Frost_Sullivan<br />@JakeWengroff<br />