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Appirio State of Social eBook


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Appirio commissioned a third party online survey to gauge perceptions of social media in business.

The online survey was hosted by Itracks, a leading expert in online market research and the patent holder for online qualitative applications.

This survey focused on the personal perspective of executives, managers and individual contributors at companies with more than 100 employees – not necessarily decision makers of social investments.

There were 303 respondents, representing various industries.

Published in: Technology, Business
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Appirio State of Social eBook

  1. 1. The State of Social at WorkSeptember 2012
  2. 2. Why focus on the user’sperspective?Social media has already greatlyimpacted the way we interact in ourpersonal lives, and promises to do thesame for us professionally.WORLDWIDE REGIONAL POPULARITYASIAAPACIFIC REGIONAL USERS CONSTITUTE ONEETHIRD OF THE WORLD’S SOCIAL NETWORKINGPOPULATION. HOWEVER, LATIN AMERICA ACCOUNTS FOR THE LARGEST AMOUNT OF TIME SPENT ONSOCIAL NETWORKS. © 2012
  3. 3. Getting a pulse on socialenterprise adoptionThe hype is high, but it’s still not clear where people and companies are on thespectrum of social adoption. Early Adopter Early Mainstream Mainstream Adpotion © 2012
  4. 4. Benefits of social loom large, butopen questions remainCompanies are investing in social tools ...but how much, why and where toand processes... invest remain open questions. tools sh hich ou W l should h I in d uc Iu ? How do I rol m ve ROI? nt m e se? Who s o y? How st? Where s as c ure ra ld I relinquish teg u ho ho S uld I start? h ou ld t own the s © 2012
  5. 5. MethodologyAppirio commissioned a third-party Our survey was in the field from Augustonline survey to gauge perceptions of 9-10, media in business. There were 303 respondents,The online survey was hosted by representing various industries.Itracks, a leading expert in onlinemarket research and the patent holderfor online qualitative applications.This survey focused on the personalperspective of executives, managersand individual contributors atcompanies with more than 100employees – not necessarily decisionmakers of social investments. © 2012
  6. 6. Demographics 50% 50% 31% 30% Executive 14% 20% 18% Manager 69% 100- 501- 1001- USA UK 500 1000 4000 4000+ Individual 18% Country Company Size Level Role Industry Technology: 12% Sales: 13% IT: 14% Government: 9% Financial: 16% Services Support: 13% Retail: 8% Healthcare: 7% Marketing: 5% HR: 5% Media: 5% Communications 2% Other: 37% Non-Profit: 4% Other: 42% Business Owner: 6% Packaged Goods: 3% © 2012
  7. 7. Key Findings1 Users say their companies are investing in social, but there’s still a long road ahead before social becomes pervasive on the job.2 Employees and managers want more investment in social compared to other business priorities.3 Customer-facing benefits top the list of perceived benefits, but beyond that vary based on demographic.4 Company culture and ownership are more important than budget when it comes to improving the use of social in business. © 2012
  8. 8. Companies making progresswith socialCompanies making investments.. social policies, advertising,Does your company have budgets or and appsresources set aside to make business How is your company investing todayprocesses social? to make its business more social? Establishing policies and guidelines 47% Building out a presence on social sites 37% 35% Adding social 37% 27% Don’t features to existing internal apps 31% Yes No Know New platforms to collaborate interally 30% Resources to monitor and engage externally 29% Making own products social 19% Not investing at all 16% © 2012
  9. 9. Long road ahead before socialbecomes pervasive on the jobMajority of companies are social media beginners or worseHow far along would you say your company is in using social media? Antisocial: Not investing in social at all 13% Investigating: Researching social tools and strategies 15% Beginner: Testing social tools and strategies 29% Intermediate: Using 1-3 socials tools 36% Advanced: Actively using 4 or more social tools 8% © 2012
  10. 10. Long road ahead before socialbecomes pervasive on the jobPeople typically use social tools twice as often for personal useWhat social tools do you use? In your personal life To do your job 66% 39% Social Networking e.g. Facebook Social Recruiting e.g. LinkedIn 62% 29% Professional Networking e.g. LinkedIn None 37% 24% Video/Photo Sharing e.g. Flickr or Youtube Engage Customers e.g. Twitter, Google+ 22% 10% Microblogging e.g. Twitter Social Networking e.g. Jive, Chatter 14% 10% Other Other 11% None © 2012
  11. 11. High demand and perceived needfor social investment84% of employees think companies should maintain or increaseinvestmentsHow much time/resources SHOULD your company invest in becoming a socialenterprise compared to other business priorities? 41% 6% 43% 10% More Less Same None © 2012
  12. 12. High demand and perceived needfor social investmentEmployees believe social could improve customer acquisition, serviceand collaborationWhere in your company would social tools and processes have the biggest impact? Attract new customers 26% Engage and service existing customers 25% Improve collaboration and information sharing 15% Engage employees and increase job satisfaction 12% Attract new employees 9% Improve business operations 7% Other 5% © 2012
  13. 13. Beyond acquiring new customers andservicing existing customers, perceivedbenefits vary by geo and sizeWhere in your company would social tools and processes have the biggest impact? US UK 100-500 500-1000 1001-4000 4000+ Attract new customers 32% 20% 35% 38% 23% 16% Engaging and service exsisting customers 25% 25% 24% 20% 25% 30% Improve collaboration and information sharing 15% 14% 16% 18% 11% 16% Engage employees and increase job satisfaction 8% 16% 2% 10% 17% 15% Attract new employees 8% 10% 9% 8% 8% 10% Improve business operations 8% 7% 5% 3% 12% 7% Other 3% 7% 9% 3% 4% 5%U.K. respondents were twice as likely to select employee engagement vs U.SU.S. respondents were 1.5x more likely to select attract new customersCompared to small companies, large companies put half as much importance on attracting new customers and were at least 1.5x more likely tovalue employee engagement © 2012
  14. 14. Company culture and ownership aremore important than budgetWhat is the biggest change that needs to happen for your company to improve itsuse of social tools or processes?Shift the culture of the company 29%Designate a person or group responsible for making it happen 20%Set aside budget for social enterprise technologies 15%Decentralize ownership across groups or functional areas 8%Nothing, being a social enterprise isn’t important 9%I don’t know 18% © 2012
  15. 15. Implications of the data• If you’re developing or re-evaluating a broader social strategy, don’t forget to ask the people inside your company what they think. You won’t be successful if you base decisions on a small group of executives or decision makers.• Create owners across groups to drive the strategy, and to nurture and grow usage.• Make social part of your company culture, not just a task for one group or something you “roll-out”.• If you’re wondering where to invest, focus on what’s most important. For many companies, that’s attracting and servicing customers.• If you’re not doing anything with social, you should be. Your employees are asking for it. © 2012
  16. 16. Appirio combines new ideas with cloud technology to help companiesbecome more efficient and agile - freeing them from the inflexibletechnlogies of the past so they can take advantage of advancements insocial and mobile to better engage customers and employees. We providetechnology enabled services, supported by 500 cloud experts aroundthe world and a global crowdsourcing developer community, that helpcompanies adopt, connect and extend cloud platforms like,Google, Workday and Amazon Web Services.