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Social Media Update 2010


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This presentation provides an overview of the research I performed into:
- how Dutch companies are using social media;
- how these companies are organizing their social media activities.

The research was performed in Q4 of 2009 in collaboration with Jungle Minds internet consultants.

Published in: Business, Technology
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Social Media Update 2010

  1. 1. Social Media Update 2010 Research into Dutch companies’ use and organization of social media by Bram Koster BrightTALK, March 9, 2010
  2. 2. Bram Koster <ul><li>12 years experience in online marketing and comms </li></ul><ul><li>Has worked for: </li></ul><ul><ul><li>Unilever, Ericsson, McCain, Rituals, Bruna (as external consultant) </li></ul></ul><ul><ul><li>Organon, WoningNet, AkzoNobel (as employee) </li></ul></ul><ul><li>Now: Marketing & Communications Manager, ODMedia </li></ul><ul><ul><li>Video on demand services </li></ul></ul><ul><li>Holds MBA and MMM (master of marketing mngt) </li></ul>
  3. 3. Bram Koster online
  4. 4. Research questions What are companies doing with social media? How do they organize their social media activities?
  5. 5. Research setup Collaboration with Jungle Minds , internet consultancy Online survey: 155 respondents Interviews: 14 respondents
  6. 6. Very little experience 63% of respondents have been active in social media less than a year or have yet to start
  7. 7. Expectations for 2010 73% expect growth or strong growth 0% expect decrease in resources
  8. 8. Subjects covered in social media activities Heavy focus on products & services Much less on HR, sustainability, etc.
  9. 10. Organizational baby steps Few people involved Small number of FTEs allocated No separate budgets
  10. 12. First shoot and then find a target Companies use 5 different types of platforms Steep learning curve due to little experience and small number of people involved
  11. 14. <ul><li>Top 3 B2B </li></ul><ul><li>Professional social networks </li></ul><ul><li>Microblogs </li></ul><ul><li>Personal social networks </li></ul><ul><li>Top 3 B2C </li></ul><ul><li>Personal social networks </li></ul><ul><li>Microblogs </li></ul><ul><li>Professional social networks / Video websites </li></ul>
  12. 15. B2B vs B2C B2B has overtaken B2C in social media use (89% vs 77%) 53% of B2B companies started in 2009
  13. 16. Industry reputation drives social media activities Companies in industries with low reputation are more active and have a broader scope in subjects Potential vicious circle
  14. 19. Coordination of social media activities High reputation: 61% marketing in the lead Low reputation: 29% marketing in the lead
  15. 20. Summary <ul><li>Companies in NL searching for use of social media </li></ul><ul><ul><li>What can they bring us? </li></ul></ul><ul><li>Companies searching for best way to use </li></ul><ul><ul><li>How do we take advantage of them? </li></ul></ul><ul><li>Social media hardly integrated into organization </li></ul><ul><ul><li>Experimental phase </li></ul></ul><ul><li>B2B leads use of social media </li></ul><ul><li>Reputation drives social media activities (and vice versa?) </li></ul><ul><li>Lack of best practices & shining examples </li></ul>
  16. 21. Thank you for your attention!
  17. 22. Literature <ul><li>Reputation Results of the Largest Companies in The Netherlands 2009 (report), Reputation Institute, 2009 </li></ul><ul><li>The Annual Reputation Institute Study in The Netherlands 2007 (presentatie), Reputation Institute, 2007 </li></ul>
  18. 23. Image credits <ul><li>Slide 4: </li></ul><ul><li>Slide 5: </li></ul><ul><li>Slide 6: </li></ul><ul><li>Slide 7: </li></ul><ul><li>Slide 8: </li></ul><ul><li>Slide 10: </li></ul><ul><li>Slide 12: </li></ul><ul><li>Slide 15: </li></ul><ul><li>Slide 16: http:// =urn:gvn:SFA01:002008434&role= image&size =variable </li></ul><ul><li>Please contact me if you feel I’m using any of these images wrongly or illegally. </li></ul>