Social Media Integration Survey

Social Media Integration Survey
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
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.
Key Learnings
68% of companies have a Facebook page 56% own a Twitter account 47% have a company page on LinkedIn
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
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.
The impact of marketing communication increases when social media is more integrated in your business processes.
Social media integration leads to more satisfied customers.
Positive correlation between level of social media integration and financial results of companies.
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
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
B2B adoption of social media Model for successful integration of social media Integrate social media step by step Measure social media integration
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.
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.
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.
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.
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
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
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.
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.
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.
Main barriers to integrate social media: 39%: lack of top management support 42%: no fit with product offering 48%: no clear financial benefits
Three levels of change needed to integrate social media: Personal change Structural change Cultural change
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
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
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
After investing in training & technology, the best way to start the integration process is through a few pilot projects.
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.
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
Ideal situation: combination of quick wins and strategic investments.
Companies that have fully integrated social media in their structure use an average of 4 different social media channels.
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.
After first experiences in pilot projects and clear structure (Conversation Manager), the next step is full integration of social media in business processes.
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.
What is the goal of fully integrating social media in a company’s structure?
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
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.
Thank you! Let’s connect on LinkedIn Follow me on Twitter @steven_insites For questions & feedback: Steven@insites.eu

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