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 research report
InSites Consulting conducted a quantitative online survey among 400 senior marketing managers. 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 with social media
First steps in social media
Pilot phase in social media
Integrating social media
Social media is integrated
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 Strategic integration of social media in planning, organisational structure and goal setting
Impact mkt communication Customer satisfaction Financial results
Social Media strategy fully in line 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
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?
69%
57%
48%
YouTube
43%
A corporate blog
23%
MySpace
11%
Flickr Foursquare
9%
8%
Bebo
5%
Delicious
5%
Companies adopt the largest social networks. Facebook, Twitter and LinkedIn show the highest adoption among companies.
On which of the following social media is your company active? 500+
B2C
B2B
66%
72%
78%
60%
54%
60%
57%
57%
49%
48%
38%
58%
39%
47%
44%
42%
<500
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 & Retail
Healthcare
Finance
82%
73%
74%
87%
87%
90%
54%
42%
68%
81%
80%
71%
38%
42%
56%
50%
73%
45%
53%
48%
52%
52%
61%
49%
Media
Tech & Telco
Twitter scores high in Finance, Media, Tech & Telco and the travel industry. LinkedIn peaks in Finance and Tech & Telco.
Travel & Leisure
B2B adoption of social media Model for successful integration of social media Integrate social media step by step Measure social media integration
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 integration
Customer satisfaction 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 with social media
First steps in social media
Pilot phase in social media
Integrating social media
Social media is integrated
To what extent is social media integrated in your company?
500+
B2C
B2B
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%
<500 Doing nothing with social media
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 Doing nothing with social media
Services
20%
9%
First small steps
29%
32%
Setting up/ running pilot projects
30%
22%
Integrating social media
15%
22%
6%
15%
Social media are fully integrated
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 & Retail
Healthcare
Finance
Media
Tech & Telco
Travel & Leisure
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%
Doing nothing with social media
Media and Tech & Telco followed by travel companies have the highest integration level of social media.
B2B adoption of social media Model for successful integration of social media Integrate social media step by step Measure social media integration
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%
2%
41%
social media
My company is currently investing in technologies for its employees to facilitate the usage of social media My company is doing big efforts to increase the knowledge level of social media among its employees
15%
26%
14%
23%
27%
16%
26%
18%
18%
15%
1%
41%
18%
13%
2%
40%
1%
29%
3%
26%
People from the top
People from the top management management of of my company very my company are very active on socialare media
15%
25%
26%
active on social media
My company has
My company has official training programs official training about about social media for programs its employees
12%
17%
17%
16%
37%
social media for its employees
My company thinks
My company thinks that all of its employees that all of its should have socialemployees media training should
14%
13%
25%
18%
28%
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 social media in its existing marketing plans
31%
My company is using social media to get better results out of its existing marketing actions
35%
25%
My company has a dedicated person/team working on social media
32%
30%
It is very clear who is responsible for social media projects in my company
18%
23%
28%
27%
18%
30%
6% 2%
67%
9% 1%
58%
7%
8%
9%
18%
2%
57%
10% 1%
57%
14%
14%
My company is working inteams crossMy company is working in cross-functional
19%
35%
25%
11%
6%
4%
functional teams
55%
My company allows
My company allows its employees its employeesto to use use social media during social media during working hours
18%
25%
21%
14%
21%
1%
43%
19%
3%
38%
2%
38%
working hours
My company has a
My company has a clear social mediaclear policy in media place social
18%
20%
22%
18%
policy in place My company has a
My company has a clear view onview how use clear onto how to usesocial the different the different media
14%
24%
27%
social media
I totally agree
4
Neutral
2
I totally disagree
22%
I don’t know
10%
Cultural change
34%
Very clear & well defined company values Live up to our company values
18%
Culture and strategy are equally important Do not have a social media policy, but uses a code of conduct Is actively re-defining our company values Make culture tangible in everything that it does
14%
29%
35%
18%
19%
28%
25%
11%
21%
The culture / values are more important than skills when hiring someone in my company
11%
21%
11%
20%
4
28% 29% 36% 32%
Neutral
2
I totally disagree
7% 1%
63%
11%
4%2%
53%
4%2%
53%
12% 15%
35%
19%
13%
14%
32%
28%
8%
12%
21%
26%
14%
I totally agree
30%
33%
Our company culture is changing because of social media
Cooperation with employees is ended if there is no fit with the company culture
22%
36%
19%
All the employees know the company values by heart Social media is put high on the list of priorities
29%
4%
16% 14%
2%
43%
7% 2%
42%
4%
39%
3%
38%
2%
32%
2%
32%
8%
14% 14% 17%
22%
15% 20%
23%
I don’t know
10% 7%
49%
7%
31%
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
Support a product launch via sm
Create sm account
Start a corporate blog
Corporate blog
26%
22%
53%
45%
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.
B2B adoption of social media Model for successful integration of social media Integrate social media step by step Measure social media integration
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