BSI<br />WhySocial Media Projects Fail?!
– A European Perspective<br />Brand Science Institute, 17th August 2010<br />

S<br />R<br />P<br />V<br />L<br
/>T<br />L<br />Wedid an undercoverstudyforthe last 7 months in 12 countries acrossEuropesbiggestcompaniesto understand: <br />„Whatgoeswrong?“<br />563 marketersfrom 52 Brands wereinvolved!<br />P<br />

CRM?<br />RESEARCH?<br />ADVERTISING?<br />81% OF
ALL COMPANIES DON‘T HAVE A CLEAR SOCIAL MEDIA STRATEGY!<br />MARKETING?<br />PR?<br />

CORPORATES TEND TO TAKE TWICE
AS LONG AS START-UPS FOR SOCIAL MEDIA PROJECTS<br />

ONLY 7% UNDERSTAND THE REAL
VALUE OF CUSTOMER INTERACTIONS!<br />

ONLY 27% HAVE A CLEAR
UNDERSTANDING OF THEIR CUSTOMERS<br />

SOCIAL MEDIA PROJECTS ARE THREE
TIMES MORE UNDER CONTROL<br />

Show me the money!<br />73%
HAD TO SHOW THE MONEY AFTER 12 MONTHS<br />

76% FEEL THAT LEGAL DEPARTMENTS
HINDER SOCIAL MEDIA PROJECTS <br />

87% HAD TO CORRECT THEIR
SOCIAL MEDIA EXPECTATIONS<br />

72% THOUGHT SOCIAL MEDIA MUST
BE VIRAL<br />

68% NEVER HEARD OF THE
1-9-90 RULE<br />Ein halbes Prozent aller aktiv gewordenen Nutzer ist für fast zwei Drittel der Editierungen verantwortlich - ein Kreis von nicht einmal 2000 Personen.<br />Wikipedia könnte nicht funktionieren ohne diesen harten Kern, die WikipedianerSpiegel 16/2010<br />

84% COMPARE SOCIAL MEDIA PERFORMANCE
WITH STANDARD MEDIA MEASURES<br />

76% DON‘T MODERATE SOCIAL MEDIA
PROJECTS ACCURATELY (IF AT ALL)<br />

ONLY 7% UNDERSTAND THE CRM
VALUE OF SOCIAL MEDIA<br />

91% ALLOCATE BUDGETS THE WRONG
WAY!<br />K<br />Social Media<br />Traditional Marketing/Media<br />t<br />

37% THINK THAT SOCIAL MEDIA
IS A MEDIA BUY <br />

53% WERE STEPPING INTO THE
GEEK-TRAP<br />

92% ARE NOT AWARE OF
THEIR FB DEPENDENCY<br />*<br />e.g. Like-Value: $0.25<br />= $ 361.121,25<br />

71% TAKE EXPENSIVE UPFRONT INVESTMENTS
TO SECURE TECHNICAL FUNCTIONALITY<br />

ONLY 11% HAVE SOCIAL MEDIA
GUIDELINES<br />

86% DON‘T HAVE A CLUE
HOW TO HANDLE A SOCIAL MEDIA BACKLASH<br />86% DON‘T HAVE MANUALS HOW TO HANDLE A SOCIAL MEDIA BACKLASH<br />

ONLY 4% SHARE THEIR SOCIAL
MEDIA EXPERIENCE THROUGHOUT THE COMPANY<br />

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