ENERGISE2-0.COM   The State of Digital (Scotland) Survey                   2012              Key Findings Reportwww.energi...
The State of Digital (Scotland) Survey• The State of Digital (Scotland) Survey was undertaken by  Energise 2-0 in partners...
The State of Digital (Scotland) SurveyAbout the Survey• The State of Digital (Scotland) Survey was administered through an...
About the Respondents                        ENERGISE2-0.COM
Which sector is your company most involved in?                                                                            ...
How many employees are in your organisation (including you)?                         About                                ...
Which department do you work in?                                                                                          ...
Which category best captures your role?                                                       About  Other  •Associate (<1...
Summary of Key Findings                          ENERGISE2-0.COM
Summary of Key FindingsThe State of Digital in Scotland, a few overall comments• Respondents are adopting new digital tech...
Summary of Key FindingsThe Web is being redefined• The survey questions whether a sophisticated website is really necessar...
Summary of Key FindingsWe are increasingly ‘social• For many years, businesses have been supporting their web presence thr...
Summary of Key FindingsWe are action oriented• Companies are focused on getting involved with social media. The majority o...
Summary of Key FindingsOur future in Social Media• While more respondents expect to use Social Media strategically, lookin...
Summary of Key FindingsThe Cloud• Cloud Computing is on the agenda for most companies with its promise of lower   cost of ...
Summary of Key FindingsMobile Internet• Mobile and more specifically the Mobile Internet is also discussed as a technology...
Summary of Key FindingsInternationalisation and Digital Technology• A key characteristic of the Internet is its independen...
Key Findings               ENERGISE2-0.COM
Which of the following statements best describes themain purpose of your Web site?                                        ...
Which of the following e-marketing activities does yourcompany employ to support your Web site?                           ...
Which of the following statements best describes yourcompanys approach to Social Media?                                   ...
Which Social Media initiatives have you implemented andhow important are they for your company?                           ...
What are you trying to achieve from Social Media?                                                                         ...
Please complete the following statement..."Social Mediais owned or controlled by...”?                                     ...
What are your future plans for Social Media?                                                                              ...
What are the main barriers to the (further) use of SocialMedia within your organisation?                                  ...
Which of the following statements best describes yourcompanys use of Cloud Computing?                                     ...
Which of the following statements best describes your companys approachto the Mobile Internet e.g. mobile marketing, websi...
Which of the following statements best describe yourcurrent level of internationalisation?                                ...
How do you use Digital Technology to support yourcurrent level of internationalisation?                                   ...
What benefits if any have you derived through your use of DigitalTechnology? “We have increased or improved...“ (strongly ...
How important is Digital Technology to your future growth orcompetitiveness?                                              ...
The State of Digital (Scotland) Survey                                   The Authors                 Dr Jim Hamill        ...
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The state of digital 2012 key findings summary

  1. 1. ENERGISE2-0.COM The State of Digital (Scotland) Survey 2012 Key Findings Reportwww.energise2-0.com
  2. 2. The State of Digital (Scotland) Survey• The State of Digital (Scotland) Survey was undertaken by Energise 2-0 in partnership with: – University of Strathclyde Business School – Scottish Council for Development and Industry – Kube Networks – Eureka Solutions ENERGISE2-0.COM
  3. 3. The State of Digital (Scotland) SurveyAbout the Survey• The State of Digital (Scotland) Survey was administered through an Online Survey of Senior Decision Makers and Business Leaders in Scotland• The survey was carried out between August and September, 2012• The survey collected 216 responses across 19 questions covering the following topic areas: – The use of the Web and e-marketing – The use of Social Media and Social Business – The Cloud and Mobile Internet – Internationalisation and the Internet – Future plans and the Impact of Digital Technology• Initial results were presented at Glasgow for Business Week ENERGISE2-0.COM
  4. 4. About the Respondents ENERGISE2-0.COM
  5. 5. Which sector is your company most involved in? About Other (please specify below) 16% Dont know Prefer not to respond 1% Transport and logistics 1% Social care 1% Other Science 1% •All of the above (<1%) Recruitment and HR 1% •Charity related (<1%) •Operational Change Consultancy (<1%) Publishing 1% •Digital (<1%) Manufacturing 1% •E-commerce (2%) Fashion and design 1% •Economic development body (<1%) Environment and agriculture 1% •Education (2%) Banking and finance 1% •Environment, Health & Safety Compliance (<1%) •Executive Coaching (<1%) Sport and leisure 1% •Funeral Services (<1%) Energy and utilities 1% •Interactive media (<1%) Property 2% •Knowledge & Research consultancy (<1%) Law 2% •Membership Organisation (<1%) Engineering 2% •Photography (<1%) •Procurement (<1%) Retail 3% •Public Sector / Third Sector (<1%) Health 3% •Retail, Advertising, Transport, Publishing, Media (<1%)Government and public administration 3% •Tech (2%) Construction 3% •Training and Development (<1%) Charity and development work 3% Media 4% Creative arts and culture 5% Teaching and education 5% Hospitality 5% Accountancy and business services 5% Tourism 7% Advertising, marketing and PR 7% IT, Telecommunications and the Web 17% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18%N=154
  6. 6. How many employees are in your organisation (including you)? About 0 employees (owner run) 250+ employees 17% 19% 50-249 employees 6% 1-9 employees 32% 10-49 employees 26%N=154
  7. 7. Which department do you work in? About30% Other •All or most areas - owner run (16%) •Commercial Property (<1%) 27%25% •Communications (<1%) •Corporate support - covering multiple roles (<1%) 25% •Digital / Social Media (2%) •Education and research (<1%) •Learning and Development (<1%) •Marketing/Customer Service/Project mgt (<1%)20% •Marketing/Sales and Product Development (<1%) •New Ventures (<1%) 19% •On-line and digital Health Information Service Development (<1%) •Partnership Relations (<1%) •Photographer- sole trader (<1%) •Programme Exec, have a few different roles (<1%)15% •Research (<1%) •There are no departments (<1%)10% 8% 7% 5% 5% 4% 3% 3% 0% 1% General Other (please Marketing Sales Operations Prefer not to Information Customer Product Human Management specify below) respond Technology Service development ResourcesN=154
  8. 8. Which category best captures your role? About Other •Associate (<1%) •Business Development Executive (<1%) •Deputy CEO (<1%) •Deputy head of department (<1%) Other (please specify) •Founder, pre-start up (<1%) 18% •Franchise owner (<1%) •Owner / Co-owner / Partner (9%) CEO / Managing Director / •Practice manager (<1%) Chairman •Project manager (<1%) 29% •Sales Administrator (<1%) •Social Media manager / practitioner (2%) Prefer not to respond 4% Senior Executive / Executive 12% Senior Manager / Manager 20% Department Head / Director / Chief 18%N=154
  9. 9. Summary of Key Findings ENERGISE2-0.COM
  10. 10. Summary of Key FindingsThe State of Digital in Scotland, a few overall comments• Respondents are adopting new digital technologies and in particular making use of the Cloud, Mobile Internet and Social Media. Respondents are getting ‘involved’ in Digital and believe it to be providing business benefits whether that be through raising their brand awareness, better understanding their customers and markets or (for some) providing exceptional levels of customer experience.• Most adopting companies lack a strategy for any aspect of Digital. This is very likely limiting the scope of their digital implementations and the level of business benefits being derived; it effects the ability of companies to organise and resource activities appropriately. This lack of ‘strategy’ is also preventing more businesses from truly transforming through digital technologies; few are or aim to be “Social Businesses”. Social Businesses use Social Media internally to improve staff communication, knowledge sharing and support key processes, as well as to engage customers. ENERGISE2-0.COM
  11. 11. Summary of Key FindingsThe Web is being redefined• The survey questions whether a sophisticated website is really necessary for most companies; many now get by with a simple brochure site. This does not mean that these companies are foregoing the opportunity presented by the Internet for customer interaction and engagement, it simply means that this is occurring elsewhere - on social media.• Despite calls from support agencies for more businesses to sell online, only 5% of respondents have invested in an e-commerce site. However, this does not mean that online sales are unimportant; a further 39% have a presence that supports sales through either helping build relationships, encouraging repeat sales or building brand awareness.• The web is still critical to achieving sales but there are few ‘shopping-cart style businesses amongst our respondents. ENERGISE2-0.COM
  12. 12. Summary of Key FindingsWe are increasingly ‘social• For many years, businesses have been supporting their web presence through e- marketing and search engine optimisation (SEO) has been the most popular means of doing this. This is not just habit, there is a rationale here - most of us still find companies, products and services through search. However, more respondents to this survey are using Social Media to support their web presence than are using SEO.• The reasons are not fully understood, however, this has much to do with the potential benefits of social media for businesses and also the high level of use amongst the general public. The fact is, more of us are spending more time on social channels. While search is still important it does not foster relationships.• Companies tell us that their use of social not only allows them to increase brand awareness and manage their brand reputation but it also helps them build and strengthen the relationships they have with high value customers. ENERGISE2-0.COM
  13. 13. Summary of Key FindingsWe are action oriented• Companies are focused on getting involved with social media. The majority of respondents use it and are even deriving benefits - most believe channels like Twitter are adding value to their business. However in 2013, more than half of users have no clear strategy or are still experimenting with its use.• Few are using social in a wider sense; only around a quarter have looked at supporting an internal process using social tools and a small minority view themselves as social businesses’.• There are a series of activities that all companies should be getting involved in such as listening to conversations relevant to their business on social channels. The relatively low uptake of Social Media Listening is perhaps related to a more general lack of strategic orientation amongst businesses. ENERGISE2-0.COM
  14. 14. Summary of Key FindingsOur future in Social Media• While more respondents expect to use Social Media strategically, looking forward there will still be 40 per cent without a clear strategy or objectives. With companies in other countries now discussing and rapidly moving towards becoming Social Businesses, it appears that in Scotland many are still questioning the value of a Social Media Strategy.• Without a strategy and business case for social the expressed barriers to further development - of a ‘lack of time and resource’, ‘a lack of skills and knowledge’ or ‘employee resistance’ - will be difficult to overcome. A robust and integrated strategy for ‘social, supported by senior management, is critical if companies are to resource it effectively and ultimately be successful.• For the majority of companies using Social Media it tends to be managed by ‘one or a few individuals’. If companies are to truly transform, the proportion of businesses with either dedicated teams or multiple teams (embedding Social Media across the organisation) must increase. ENERGISE2-0.COM
  15. 15. Summary of Key FindingsThe Cloud• Cloud Computing is on the agenda for most companies with its promise of lower cost of ownership, better access to company information - anytime, anywhere and on any device - and its ability to flex and scale with business requirements.• The level of awareness of the Cloud is high amongst the respondents but unlike other ‘hyped’ technologies, companies are translating high levels of awareness into adoption.• There are many types of Cloud application, some peripheral others mission critical. As for other digital technologies fewer adopting businesses are approaching this area strategically.• It will be interesting to see how the Cloud develops; whether it can displace traditional IT deployment models as many suggest or whether it becomes another complementary technology. ENERGISE2-0.COM
  16. 16. Summary of Key FindingsMobile Internet• Mobile and more specifically the Mobile Internet is also discussed as a technology whose time has come. Businesses are facing challenges from connected customers and employees - a growing majority that are accessing the Internet at a time and place that suits them.• Doing nothing in the face of this shift in the use of digital technology is no longer an option and it is somewhat encouraging that most respondents are addressing Mobile in some way, through their marketing, websites or new mobile apps.• What is of more concern is that around two thirds of those ‘doing something’ are also failing to approach the Mobile Internet strategically (with no clear vision or objectives). ENERGISE2-0.COM
  17. 17. Summary of Key FindingsInternationalisation and Digital Technology• A key characteristic of the Internet is its independence of location; in other words it allows companies in Scotland to effectively operate internationally without much more than an Internet connection. The Internet overcomes many of the traditional barriers to exporting.• Of the companies responding, half are international in some sense and almost one third could be considered serious exporters (actively developing sales or with most of their sales in international markets).• What is surprising given the ability of Digital Technologies to support sales and build relationships with international customers is that 15 per cent are not using Digital at all for this purpose. A further 57 per cent are using Digital Technologies without a clear strategy or objectives or are aware that they could do more. ENERGISE2-0.COM
  18. 18. Key Findings ENERGISE2-0.COM
  19. 19. Which of the following statements best describes themain purpose of your Web site? Q145% For 43% of respondent 43%40% companies the Website is a simple brochure site supporting brand awareness.35% For these companies a low cost web solution is perhaps30% good enough. A further 44% have invested more heavily in 28% their web presence: 5% have25% an e-commerce site supporting volume20% sales, 11% support relationship building and15% repeat sales and 28% have a presence that supports sales and brand awareness.10% 11% 7% 5% 5% 5% 0% 1% An online- An e-commerce A relationship-building A multi-purpose / No clear or obvious None, we do not have a Other (please specify brochure, providing site, offering goods and site, providing high- objective site, a site purpose underlying the website below) basic company, product services for online value customised that addresses more site and service information sale, enabling online content and than one of the (supporting brand transactions interactivity for aforementioned areas awareness) (supporting volume different customer sales and support) groups (supporting repeat sales and loyalty)N=216
  20. 20. Which of the following e-marketing activities does yourcompany employ to support your Web site? Q2 Social Media 74% Search engine optimisation 54% E-newsletters or e-mailshots 53% Link building 34% For those with a Website, 74% support it through Social Media. Online PR 26% 54% support their website through Search Engine Optimisation. Online adverts 19% 10% do not support their website through any online marketing.Online Promotions and Offers 19% Pay-per-click 15% None of the above 10% Other (please specify below) 3% 0% 10% 20% 30% 40% 50% 60% 70% 80%N=186
  21. 21. Which of the following statements best describes yourcompanys approach to Social Media? Q335%30% While 90% of 30% respondents use Social Media, 51% have no25% clear strategy or objectives governing its use or are still20% 21% 21% experimenting. Encouragingly, 35% are using Social Media15% strategically whilst a further 5% believe 14% they have become a Social Business.10% 10% 5% 5% 0% We use Social Media but We are experimenting with We use Social Media and We use Social Media We dont use Social Media We are a Social Business have no clear strategy or Social Media have a clear strategy and extensively and it is fully- (as well as extensive use objectives. We do not objectives. We measure integrated into our wider externally, we use Social measure our ongoing performance on an ongoing marketing activities Media internally to performance. basis. improve staff communication, knowledge sharing and support key processes)N=193
  22. 22. Which Social Media initiatives have you implemented andhow important are they for your company? Q4 Company use of Twitter 24% 27% 32% There is a high level of Social Media on our website 28% 29% 22% perceived benefit across the range of Social Media activities undertaken. Of Company use of LinkedIn 26% 24% 20% those that use Social Media 83% believe Twitter has some value for their business Networking with ‘key influencers’ on Social Media 27% 24% 19% (and 32% believe it to be very important). Social Media Listening is seen to be relatively less important A Company Facebook Page 22% 25% 20% (49% believe it to be at all important) and yet it is an activity that every business Active participation in ‘external’ forums/groups 26% 27% 14% can derive benefit from. Other(s) e.g. Google+; 24% 19% 14% Flickr, YouTube, Pinterest, TripAdvisor, etc. A Company Blog 12% 21% 18% Yes, somewhat important A Social Media Listening System 15% 17% 17% Yes, important Yes, very important 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%N=152
  23. 23. What are you trying to achieve from Social Media? Q5 Increase brand awareness and/or manage brand reputation 74% Build and strengthen relationships with high value customers, increase loyalty and advocacy 68% Most companies view Social Media largely as a Sales and Marketing tool. 74% are using Improve the customer experience of the brand, deliver high it to increase brand awareness 59% levels of service and support or manage their brand reputation. A similarly high proportion, 68%, are using it to Increase sales and lead generation, identify high value 58% build and strengthen prospects relationships with high value customers. Only 26% are Improve knowledge of our customers and markets, create supporting internal processes 58% through Social Media perhaps actionable insights indicating an area where businesses lack awareness orImprove marketing efficiency and effectiveness, achieve more knowledge. 54% with less Support operations / internal processes such as 26% recruitment, product and service development Other (please specify below) 4% 0% 10% 20% 30% 40% 50% 60% 70% 80%N=152
  24. 24. Please complete the following statement..."Social Mediais owned or controlled by...”? Q6 Other (please specify below) Dont know 5% 3% Multiple teams across the One or a few individuals within organisation one department 11% 27% For 67% of companies (that use Social Media) it tends to be managed by ‘one or a few individuals’. For 14% of businesses A dedicated Social Media team Social Media is managed across the organisation through a dedicated 10% team. For a further 11% it (has perhaps become part of more employee / department roles as it) is managed by multiple A dedicated Social Media team teams across the within one department organisation. 4% One or a few individuals across the organisationN=152 40%
  25. 25. What are your future plans for Social Media? Q7 We will become a Social Business (as well as extensive use externally, we will use Social Media internally to improve staff communication, knowledge sharing and 11% support key processes) We will fully-integrate Social Media into our wider marketing or business strategy 21% 92% of respondents will use Social Media in future. 40% will still have no clear strategyWe will significantly increase our use of Social Media and have a clear strategy and or objectives governing 19% objectives. We will measure performance on an ongoing basis its use or will continue to experiment in future. Encouragingly, 40% We will significantly increase our use of Social Media in future will use Social Media 20% strategically whilst a further 11% believe they will become a Social Business. We will experiment with Social Media in future 20% None, we do not plan to use Social Media in future 8% 0% 5% 10% 15% 20% 25%N=168
  26. 26. What are the main barriers to the (further) use of SocialMedia within your organisation? Q8Too many competing priorities, lack of time and resource 49% Lack of robust strategy 26% No strong business case or proven value proposition 21% Lack of understanding 20% Overwhelmingly, the Lack of implementation skills 20% main barrier to further Lack of management understanding use of Social Media is a 19% ‘lack of time and Employee mistrust or resistance 19% resource’ (49%) . Other barriers relate to Fear of lack of control 17% a lack of strategy Fear of employee abuse (e.g. wasting time) (26%), a weak 15% business case (21%), a Lack of senior management sponsorship 14% lack of understanding (20%) or a lack of Security concerns (e.g. intellectual property leakage) 14% implementation skills Lack of policies or governance processes 12% (20%). Lack of knowledge sharing culture 11% Fear of challenging established norms and practices 11% Other (please specify below) 10% Dont know 8% Lack of incentives 7% 0% 10% 20% 30% 40% 50% 60%N=168
  27. 27. Which of the following statements best describes yourcompanys use of Cloud Computing? Q930% Only 7% of respondent companies had never heard of Cloud25% Computing. 25% have heard of the Cloud but are taking no 25% action whilst a further 15% are finding out more. 29% have no clear strategy or objectives governing its use or are still experimenting. 25% are using the Cloud strategically many as20% part of their wider IT strategy. 17%15% 16% 15% 13%10% 8% 7% 5% 0% Never heard of Cloud Heard of Cloud Finding out more about Experimenting with We use Cloud We use Cloud We use Cloud Computing Computing but taking Cloud Computing Cloud Computing Computing but have no Computing and have a Computing extensively no action clear strategy or clear strategy and and it is fully- objectives. We do not objectives. We integrated into our measure our ongoing measure performance wider IT strategy performance. on an ongoing basis.N=166
  28. 28. Which of the following statements best describes your companys approachto the Mobile Internet e.g. mobile marketing, websites and apps? Q1030% 28%25%20% 19%15% 15% 14% 13%10% Only 3% of respondent companies had never heard of the Mobile Internet. 19% have heard of the Mobile Internet but are 8% taking no action whilst a further 15% are finding out more. 5% 41% have no clear strategy or objectives governing its use or are still experimenting. 22% are using the Mobile Internet 3% strategically , albeit only 8% have integrated mobile into wider initiatives. 0% Never heard of the Heard of the Mobile Finding out more about Experimenting with the We have developed We have developed We have fully- Mobile Internet Internet but taking no the Mobile Internet Mobile Internet Mobile initiatives but Mobile initiatives and integrated our Mobile action have no clear strategy have a clear strategy initiatives into our or objectives. We do and objectives. We wider activities. not measure our measure performance ongoing performance. on an ongoing basis.N=166
  29. 29. Which of the following statements best describe yourcurrent level of internationalisation? Q11 Some international sales we react to orders from overseas 22% 50% of respondents are international. 22% are reactive ‘we react to orders from overseas’, 24% are proactive ‘we actively develop sales overseas’ while a further 4% Not international 50% believe ‘most of their sales come from international markets’. Some international sales we actively develop sales overseas 24% Most of our sales come from international marketsN=166 4%
  30. 30. How do you use Digital Technology to support yourcurrent level of internationalisation? Q12 Of those companies that are ‘international’, only We have fully integrated Digital Technology into our international strategy 20% 29% are using Digital Technologies strategically to support their internationalisation efforts (including 20% We make extensive use of Digital Technology and have a clear plan or strategy 9% who have integrated Digital into their international strategy). 57% have no clear strategy or objectives governing its use orWe make extensive use of Digital Technology but with no clear plan or strategy 21% ‘make some use but could do more’. 15% don’t use Digital Technologies. We make some use of Digital Technology, we could do more 36% We dont use Digital Technology to support our internationalisation efforts 15% 0% 5% 10% 15% 20% 25% 30% 35% 40%N=81
  31. 31. What benefits if any have you derived through your use of DigitalTechnology? “We have increased or improved...“ (strongly agree or disagree) Q13 Brand awareness and brand reputation 43% 38% Customer or market knowledge, actionable insights 30% 45% Strongly agree Agree Customer experience of the brand, levels of service and support 31% 42% The majority of respondents have benefitted from Digital Marketing efficiency and effectiveness, Return on investment (ROI) 27% 34% Technology. The main benefits derived by companies include: ‘Brand Awareness and Sales and lead generation, identification of high value prospects 18% 42% brand reputation’ (81%), ‘customer or market knowledge’ (75%) and ‘customer Relationships with high value customers, levels of loyalty and advocacy 22% 37% experience, of the brand, levels of service and support’ (73%)Operations / internal processes, such as recruitment, product and service 16% 34% development None or very little benefit 9% 11% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%N=155
  32. 32. How important is Digital Technology to your future growth orcompetitiveness? Q14 “Our business relies on digital “It is a useful tool, but not essential to us. technology for all sales and We will probably not develop our digital marketing activity. The main format any further.” problem is keeping up with the “Very important. 21st changes…” Century business demands it.” “It is essential to marketing in a niche” “It is very important for our growth but we dont know how it will be used yet.” “We have no offline strategy. Our business relies completely on digital technology for reaching our customers.”N=101, Open
  33. 33. The State of Digital (Scotland) Survey The Authors Dr Jim Hamill Alan Stevenson Director, Energise 2-0 Director, Energise 2-0 www.energise2-0.com www.energise2-0.com jim.hamill@energise2-0.com alan.stevenson@energise2-0.com @drjimhamill @ast3v3nson uk.linkedin.com/in/drjimhamill uk.linkedin.com/in/ast3v3nson ENERGISE2-0.COM

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