A study conducted by InSites Consulting surveyed 400 senior marketing managers to assess the adoption and integration of social media in corporate environments. Key findings reveal that while 68% of companies have a Facebook page and adoption of social networks is high, actual integration into business processes remains low, with only 14% fully integrated. The study identifies several benefits to integration, such as improved marketing communication, customer satisfaction, and financial results, emphasizing the need for strategic education and investment in social media practices.

1. Prof. Steven Van Belleghem
Managing Partner
InSites Consulting
Mail me: steven@insites.eu
Follow me: @steven_insites
Thibaud De Meester
Research Consultant
InSites Consulting
Mail me: thibaud@insites.eu
Follow me: @tdemeester

2. About
this InSites Consulting conducted a
research quantitative online survey among
report 400 senior marketing managers.
The field work of the study is
conducted by SSI (Survey Sampling
International).
Markets included are the US and
the UK.
The goals of the study are:
understanding the current adoption
level of social media among
corporations and getting insights in
the integration of social media in
their business processes.

3. Key Learnings

4. 68% of companies have a Facebook page
56% own a Twitter account
47% have a company page on LinkedIn

5. 4 out of 10 companies are still in the early stages of integration
of social media. 14% state having social media fully integrated
in their business processes.
26% 24% 23%
14%
12%
Doing nothing First steps in Pilot phase in Integrating Social media is
with social social media social media social media integrated
media

6. First conclusion:
Adoption of social networks is high,
integration of social media is low.
However, our study shows several
benefits of integrating social media
in your business processes.

7. The impact of marketing
communication increases
when social media is
more integrated in
your business processes.

8. Social media integration leads to more satisfied
customers.

9. Positive correlation
between level of social
media integration and
financial results of
companies.

10. Three pillars to successfully integrate social
media in your business processes.
Tangible investments in
education and technology Impact mkt
communication
Strategic integration of social
media in planning, organisational Customer satisfaction
structure and goal setting
Social Media strategy fully in line Financial results
with culture and values of the
organization
Social
media
integration

11. About
the next
slides In the next part of the presentation,
you can dive into the details of this
research project.
We are happy to share all details
and to have a conversation about
the results.
For all feedback & suggestions:
Steven@insites.eu
@steven_insites

12. B2B adoption of social media
Model for successful integration
of social media
Integrate social media step by
step
Measure social media integration

13. B2B adoption of social media
Model for successful integration
of social media
Integrate social media step by
step
Measure social media integration

14. On which of the following social media is your company active?
Facebook 69%
Twitter 57%
LinkedIn 48%
YouTube 43%
A corporate
23%
blog
MySpace 11%
Flickr 9%
Companies adopt the largest social
Foursquare 8%
networks.
Bebo 5%
Facebook, Twitter and LinkedIn show the
Delicious 5%
highest adoption among companies.

15. On which of the following social media is your company active?
<500 500+ B2C B2B
66% 72% 78% 60%
54% 60% 57% 57%
49% 48% 38% 58%
39% 47% 44% 42%
There is a slightly higher adoption of social media among large
companies, but differences are small. B2C companies have a higher
interest in Facebook, whereas B2B companies focus on LinkedIn.
Adoption of Twitter is identical.

16. On which of the following social media is your company active?
Products Services
66% 70%
48% 58%
35% 59%
52% 34%
In general, service companies tend to use more social networks.
Only YouTube is used more among companies that develop products.

17. On which of the following social media is your company active?
FMCG & Travel &
Healthcare Finance Media Tech & Telco
Retail Leisure
82% 73% 74% 87% 87% 90%
54% 42% 68% 81% 80% 71%
38% 42% 56% 50% 73% 45%
53% 48% 52% 52% 61% 49%
Twitter scores high in Finance, Media, Tech & Telco and the travel
industry. LinkedIn peaks in Finance and Tech & Telco.

18. B2B adoption of social media
Model for successful integration
of social media
Integrate social media step by
step
Measure social media integration

19. Tangible investments in
education and technology
Strategic integration of social
media in planning, organisational
structure and goal setting
Social Media strategy fully in line
with culture and values of the
organization
Impact mkt
communication
Social
media Customer satisfaction
integration
Financial results

20. 4 out of 10 companies are still in the early stages of integration of
social media. 14% state having social media fully integrated in their
business processes.
26% 24% 23%
14%
12%
Doing nothing First steps in Pilot phase in Integrating Social media is
with social social media social media social media integrated
media

21. To what extent is social media integrated in your company?
<500 500+ B2C B2B
Doing nothing with
social media 15% 8% 11% 12%
First small steps
30% 23% 27% 25%
Setting up/ running
pilot projects 23% 25% 26% 22%
Integrating social
media 20% 31% 22% 28%
Social media are fully
integrated 12% 13% 14% 12%
Smaller companies integrated social media less than bigger
corporations. There is hardly any difference between B2B and B2C.

22. To what extent is social media integrated in your company?
Products Services
Doing nothing with
social media 20% 9%
First small steps
29% 32%
Setting up/ running
pilot projects 30% 22%
Integrating social
media 15% 22%
Social media are fully
integrated 6% 15%
Service companies show a higher integration of social media in their
business processes than product developing companies.

23. To what extent is social media integrated in your company?
FMCG & Travel &
Healthcare Finance Media Tech & Telco
Retail Leisure
Doing nothing with
social media 4% 4% 1% 2% 6% 0%
First small steps
25% 31% 32% 13% 10% 24%
Setting up/ running
pilot projects 23% 24% 27% 20% 15% 35%
Integrating social
media 30% 32% 26% 41% 46% 21%
Social media are fully
integrated 18% 8% 14% 24% 23% 20%
Media and Tech & Telco followed by travel companies have the highest
integration level of social media.

24. B2B adoption of social media
Model for successful integration
of social media
Integrate social media step by
step
Measure social media integration

25. Main barriers to integrate social media:
39%: lack of top management support
42%: no fit with product offering
48%: no clear financial benefits

26. Three levels of change needed to integrate social media:
Personal change Structural change Cultural change

27. Personal change
I think our
employees are open
I think our employees are open towards
towards new
new technologies and social media
technologies and
32% 34% 24% 7% 2%
1%
66%
social media
My company is currently investing
in technologies for its employees to facilitate 15% 26% 23% 16% 18% 2% 41%
the usage of social media
My company is doing big efforts to increase
the knowledge level of social media 14% 27% 26% 18% 15% 1% 41%
among its employees
People from the top
People from the top management of my
management of
company are very
my company are very active on social media
active on social
15% 25% 26% 18% 13% 2% 40%
media
My company has
My company has official training programs
official training
about social media for programs about
its employees 12% 17% 17% 16% 37% 1% 29%
social media for its
employees
My company thinks
My company thinks that all of its employees
that all of its
should have socialemployees should
media training 14% 13% 25% 18% 28% 3% 26%
have social media
training
I totally agree 4 Neutral 2 I totally disagree I don’t know

28. Structural change
My company is trying to integrate 31% 35% 18% 7% 6% 2% 67%
social media in its existing marketing plans
My company is using social media
to get better results out of its existing 25% 32% 23% 8% 9% 1% 58%
marketing actions
My company has a dedicated person/team
working on social media
30% 28% 18% 9% 14% 2% 57%
It is very clear who is responsible for
social media projects in my company
27% 30% 18% 14% 10% 1% 57%
My company is
My company is working in cross-functionalin cross-
working teams 19% 35% 25% 11% 6% 4% 55%
functional teams
My company allows
My company allows its employees to use
its employees to use
social media during working during
social media hours
18% 25% 21% 14% 21% 1% 43%
working hours
My company has a
My company has a clear social media policy in media
clear social place 18% 20% 22% 18% 19% 3% 38%
policy in place
My company has a
My company has a clear view on how to use
clear view on how to
the different social media
use the different
14% 24% 27% 22% 10% 2% 38%
social media
I totally agree 4 Neutral 2 I totally disagree I don’t know

29. Cultural change
Very clear & well defined company values 34% 29% 22% 8% 7% 1% 63%
Live up to our company values 18% 36% 30% 11% 4%2% 53%
Culture and strategy are equally important 19% 33% 29% 12% 4%2% 53%
Do not have a social media policy,
but uses a code of conduct 14% 35% 21% 14% 12% 4% 49%
Is actively re-defining our company values 18% 26% 32% 15% 8% 2% 43%
Make culture tangible in everything that it does 14% 28% 35% 14% 7% 2% 42%
All the employees know
the company values by heart 19% 19% 28% 16% 14% 4% 39%
Social media is put high on the list of priorities 13% 25% 28% 14% 17% 3% 38%
Our company culture is changing
because of social media
11% 21% 29% 22% 15% 2% 32%
The culture / values are more important than skills 11% 21% 36% 20% 10% 2% 32%
when hiring someone in my company
Cooperation with employees is ended 11% 20% 32% 23% 7% 7% 31%
if there is no fit with the company culture I totally agree 4 Neutral 2 I totally disagree I don’t know

30. After investing in training & technology,
the best way to start the integration process is
through a few pilot projects.

31. When choosing pilots, consider this:
- Have more than 1 pilot project
- Centre of excellence is informed &
consulted
- Different people & departments
involved
- Create business impact
- Create learnings
The final selection of projects is made
by using this feasibility/return matrix.

32. Best pilots to start with during the integration of social media:
Increase presence on sm sites 56%
Build a community of fans 53%
Support a product launch via sm 45%
Create sm account 26%
Start a
corporate Corporate blog 22%
blog

33. Ideal situation: combination of quick wins and strategic investments.

34. Companies that have
fully integrated social
media in their structure
use an average of 4
different social media
channels.

35. Adapt the structure:
Conversation Manager takes leading role in integration process.
28% of companies
in USA and UK have a
dedicated person/team
assigned to integrate social
media in their organisation.

36. After first experiences in pilot projects and clear structure (Conversation
Manager), the next step is full integration of social media in business
processes.

37. Integration should be in line with company values.
Our study shows that values like ‘openness’,
‘authenticity’ and ‘happiness’ make the social
media integration process easier.

38. B2B adoption of social media
Model for successful integration
of social media
Integrate social media
step by step
Measure social media integration

39. What is the goal of fully
integrating social media
in a company’s structure?

40. What is considered
to be the most valuable
performance indicators?
Leads generated via social media
Volume in online reach
Adoption sm by employees
Impact of online conversations
Influence indicators

41. And by the way, I am Steven, hope
you like my work.
I am managing partner of a pretty
cool market research & consultancy
agency, InSites Consulting.
We re-connect companies with
their consumers.
I’m also a marketing professor at
the Vlerick Management School.
I wrote the award winning bestseller
‘The Conversation Manager’ and
travel around the world to inspire
people with this story.

42. Thank you!
Let’s connect on LinkedIn
Follow me on Twitter
@steven_insites
For questions & feedback:
Steven@insites.eu