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Social Media Fitness Study (partial)


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Here are the first 6 pages of the Social Media Fitness Study conducted in Q1 2012. If you would like to see the whole report, visit where you can download the study and take the fitness test yourself.

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Social Media Fitness Study (partial)

  1. 1. SOCIAL MEDIA FITNESS STUDYPrepared by Drew NeisserRenegade, LLCApril 2012“Rather than simply using social as a tactic, the most effective brands usesocial as an organic part of everything they do.”Evan Greene, CMO, The GrammysTake the test yourself at:
  2. 2. Social Media Fitness Study TABLE OF CONTENTS Executive Summary 2 Methodology & Participants 3 Overall Social Media Fitness Test Scores 4 Social Media Fitness by Business Size 5 Overall Progress in Social Media 6 Department that Drives Social Media 7 Ability to Listen and Respond 8 Social Media Disaster Planning 9 Progress with Social Media Metrics 10 Social Media Training 11 Encouraging Employees to Be Active in Social 12 Adoption of Social Media Across the Organization 13 Progress Relative to Competition 14 Quality of Social Media Content 15 Engagement of Target with Social Media 16 Development of Social Media Road Maps 17 Consistency of Customer Experience 18 Proliferation of Social Media Audits 19 10 Not-So-Easy Steps to Social Media Fitness 20© Renegade, LLC. 2012 1
  3. 3. Social Media Fitness Study EXECUTIVE SUMMARY Social media is very much a work in progress for most companies –  Only 20% achieved a score above a 66 out of a total possible score of 100 Large and midsize companies are more socially fit than small ones –  Small businesses, perhaps due to a lack of resources, scored significantly lower Fitness scores were dragged down by a number of factors –  About 1 in 4 are just getting started in social –  Fewer than 1 in 4 claim to be listening and responding in real time –  Only 1 in 3 have a disaster plan in place –  About 1 in 3 are mainly concerned with growing their social footprint –  Only 1 in 4 surveyed have a formalized training program already in place –  Fewer than 1 in 3 think their content is highly engaging –  Only 1 in 3 have allowed social media to permeate the entire organization –  Only 1 in 6 have completed an audit of all their social media channels –  Fewer than 1 in 10 have developed a center of excellence for sharing best practices Social media fitness should improve significantly in the next 12 months –  About 2 in 5 are just in the process of developing employee training for social media –  About half are looking to create a consistent customer experience across all channels –  About 1 in 4 are in the process of such an audit; another 1 in 4 are thinking about doing an audit Distribution of Social Media Fitness Test Scores 0.025 Mean Score 0.02Probability 0.015 0.01 20%   20%   20%   20%   20%   0.005 0 0 10 20 30 40 50 60 70 80 90 100© Renegade, LLC. 2012 2
  4. 4. Social Media Fitness Study METHODOLOGY & PARTICIPANTSQuantitative methodology–  100 marketers completed the Social Media Fitness Survey on between February 13 and March 13, 2012–  Each respondent answered 3 demographic questions and 14 social media related-questions–  To create the Social Media Fitness Score, each answer was assigned a numerical value relative to the author’s judgment regarding what constitutes current best practices, with the highest possible score being 100Qualitative responses–  65% of those surveyed agreed to provide feedback to specific questions about the survey results–  To gather feedback, the author conducted follow-up interviews via email, over the phone and/or in personParticipants–  Represented companies of all sizes (46% were from large companies, 20% from midsize and 34% from small)–  The study skewed toward B2B brands (62%)–  Primarily from marketing department (≥80%) and in senior positions (≥50% have the title of VP or above)–  A broad range of industries were represented, including technology, software as a service, traditional and digital media, entertainment, publishing, consulting, enterprise software, household products, telecommunications, financial services and insurance, ecommerce, travel, utilities, not-for-profit, and supply chain management and more.–  Companies represented include Aecom, AXA Equitable, Asmet, Bennuworld, Cablevision,, Citrix Systems, Con-Way Freight, Discovery, eHarmony, Emdeon, Exgage, FusionIO, God’s Love We Deliver, The Grammys, IBM, Intel, Isle of Capri Casinos, Lion Brand, Lot18, MassMutual, NES Rentals, Neustar, PBS, Pegasystems, PetCo , PPL Electric Utilities, Red Robin, Rubios Restaurants, Sage, SAP, Schneider Electric, PSFK, SocialEyes, Steiner Tractor, Suddenlink, TagMan, Texas Children’s Hospital, WebTrends, Windmill Cycles, Xerox and among others.About the author, Drew Neisser–  Founder and CEO of Renegade, the NYC-based social media and marketing agency–  Monthly columnist for MediaPost and regular contributor to as an “expert blogger”–  Articles have been featured in AdMap, AdAge, Adweek, Brandweek, Chief Marketer, Promo Magazine, Social Media Examiner and the Wise Marketer, among others–  Provided expert commentary on ABC Nightline and CNBC–  Blogs at and tweets from @DrewNeisser© Renegade, LLC. 2012 3
  5. 5. Social Media Fitness Study OVERALL SOCIAL MEDIA FITNESS TEST SCORES The average score among all respondents was a modest 52 (out of 100) –  These scores indicate that social media is still very much a work in progress at most companies Social Media Fitness Test Scores - Overall 30% 25% Number of Responses 20% 15% 10% 5% 0% 0–9 10–19 20–29 30–39 40–49 50–59 60–69 70–79 80–89 90–100 B2C slightly outscores B2B –  B2C companies scored higher on average at 55 –  B2B companies averaged 51 Social Media Fitness Test Scores - B2B & B2C 35% 30%Responses  (%  of  total)   25% 20% B2B 15% B2C 10% 5% 0% 0–9 10–19 20–29 30–39 40–49 50–59 60–69 70–79 80–89 90–100© Renegade, LLC. 2012 4
  6. 6. Social Media Fitness Study SOCIAL MEDIA FITNESS BY SIZELarge (≥1,000 employees) and midsize (100-999 employees) companies outscored theirsmaller (<100 employees) counterparts Overall Large Midsize Small% of Respondents 100 46 20 34Average Test Score 52 57 56 44Larger companies recognize that social media is no longer a component that is “nice tohave,” but rather a fundamental part of doing business today. “At this point in the B2C world, social media is mission critical. Consumers have demonstrated the power of social media, and social media is one of the primary ways for consumer brands to interact and engage with their target audience.” -- Diego Pereda, Social Marketing Manager, XeroxMidsize companies also scored above average and increasingly recognize the importance ofsocial media.“[Customer] passion for FusionIO is genuine, and we would be foolish not to engage and share and facilitatethe growth of that passion. A lot of people are asking a lot of questions. If we don’t answer them, someoneless qualified will.” -- Trip Hunter, VP Brand Marketing, FusionIOSurprisingly, smaller companies scored below their larger counterparts. This could simply bedue to a lack of resources versus any negative feelings about the potential effectiveness ofsocial media as a marketing tool. “These results surprise me, as I think free media [like social] have been explored better in the past by smaller companies. I guess with more time and financial resources, which bigger companies have, scores improved.” -­‐-­‐  Nelleke Kloet, Marketing Director, Tagman© Renegade, LLC. 2012 5