Most companies have adopted social media in the past 18 months, focusing on platforms like Facebook, Twitter, LinkedIn, YouTube and blogs. While brand building is currently the primary goal of social media usage, it takes time for companies to incorporate social media effectively into their business models. Communications, advertising and marketing agencies have been the leading adopters of social media so far, but lack of management support and concerns about confidentiality are still among the top obstacles to adoption.
Getting started with social media strategic planning webinarMarketingatBahrain
This is getting started with Eric Mills who will be presenting Social media strategic planning workshop during the Bahrain International eGovernment Forum on 10th April 2013 in Bahrain
2009
Marketing
Equation’s annual Marketing Industry Trends survey was created to monitor how
the world of Marketing is evolving with the changing consumer/media landscape.
The 2009 study is unique in that we opened up survey development to the
Marketing Community—and did so by leveraging a Web 2.0 strategy of
“crowdsourcing” the survey questions directly from marketers. Christina Kerley
(“CK”) engaged the marketing community to create questions and submit topics on
what they wanted to know through posts on the leading industry marketing blog
MarketingProfs Daily Fix and her own Marketing Blog.
To the best of our knowledge, it’s the first time a trends survey of this size
has been constructed by and for the community it’s targeting.
This document summarizes a presentation about influencing brand buzz through social media. It discusses separating hype from reality with social media, defines social media, and outlines the benefits. It also covers setting expectations, budgeting, tools and techniques, and getting started with social media. Examples are provided of how different social media platforms like Twitter, podcasts, widgets and mobile advertising can be used. The presentation emphasizes listening to customers, engaging authentically, and measuring results both tangibly and intangibly. It provides contact information for follow up.
Project report on social media marketingKushal Tomar
This document is a project report on social media marketing in today's business. It was submitted by Kushal Singh Tomar to Uttaranchal University in partial fulfillment of the requirements for a B.Com degree. The report analyzes how social media can effectively be used as a marketing tool for businesses and compares social media marketing to traditional marketing methods. It studies the advantages and disadvantages of both approaches. The report finds that social media presence provides benefits for all types of businesses and is a relatively cheaper marketing method than traditional advertisements.
marketingThe Effectiveness of social media in event Mr Nyak
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Usman Koroma
social media marketing tools and it impact on youth Swati Sharma
This document is a project report on the impact of social media marketing on youth perspectives. It includes an introduction, literature review, objectives, limitations, scope of study, and research methodology. The literature review discusses the history and importance of social media marketing. It examines how brands use social media to understand youth habits and create engaging content. The objectives are to understand social media as a marketing tool and its impact on youth. The scope is limited to social media marketing in Delhi and surveys 150 social media users. The research methodology uses a questionnaire to understand the effect of social media on consumer purchasing decisions.
Social Media in Future.pdf
This presentation contributes brief scopes of social media in the Immediate, Near, and Far Future through filters of Consumers, Industries, and Public policies.
The top three questions marketers want answered about social media marketing are:
1. How to measure the effect of social media marketing on their business.
2. How to integrate and manage all of their social media marketing activities.
3. The best ways to sell products and services using social media.
The majority of marketers spend 6 or more hours per week on social media marketing activities. Measuring results and integrating activities were identified as major areas marketers want to improve.
SOCIAL MEDIA AS A MARKETING TOOL IN INDIAGirish Kumar
This project report summarizes research conducted on using social media as a marketing tool in India. The report discusses how social media marketing allows businesses to connect with customers and build relationships. It provides an overview of major social media platforms like Facebook, Twitter, LinkedIn and how businesses can benefit from using these tools. The report also analyzes primary research findings on social media usage in India and provides recommendations on how businesses can effectively utilize social media for marketing.
How Do You Develop An Influencers Strategy To Attract And Engage Your Key Inf...Dr. William J. Ward
1. Influencers have become an important part of public relations strategies as consumers are more connected online and seek inspiration from brands.
2. There are different types of influencers, including popular celebrities, experts in specific fields who have credibility, and influential consumers who can promote or criticize brands.
3. Identifying true influencers requires understanding their exposure to an audience on a topic, participation in discussions, and ability to spread their opinions—not just metrics like followers or retweets. Building relationships with influencers requires a consistent, long-term strategy.
This document discusses how social networking concepts are being applied to enhance enterprise collaboration. It outlines some challenges of implementing collaboration technologies, such as encouraging adoption and integrating systems. The document advocates for maximizing the value of collaboration tools by fully integrating them with enterprise applications and processes using techniques like event stream brokering. This allows organizations to better share information across systems in real-time and get more benefits from their collaboration investments.
Social media has evolved rapidly and now plays a prominent role in public relations. The document discusses the rise of social media platforms like blogs, wikis, podcasts and social networks and how they have empowered consumers to generate and share content. It recommends that PR professionals leverage social media monitoring, outreach and distribution tools to optimize their strategies and interact directly with audiences. Social media presents both opportunities to reach people in new ways but also risks if not approached carefully.
A PROJECT REPORT ON “Consumer Preference Towards Social Networking Apps Vibhor Agarwal
The document provides a history of WhatsApp, a popular social networking app. It details that WhatsApp was founded in 2009 by two former Yahoo employees who developed the app to allow easy messaging between friends. The app gained popularity through word of mouth and updates that enabled photo sharing and push notifications. WhatsApp received venture funding in 2011 and 2013, reaching a valuation of $1.5 billion with over 200 million active users by early 2013.
“How Marketers are using Social Media Marketing to grow their Business”Tamanna Satsangi
This study set out to understand how marketers are using social media to grow and promote their businesses and also how consumers are dealing with SMM.
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Marketers' main concern is maintaining high levels of engagement with social media audiences. A survey found that 42.2% of respondents said social media increases engagement. The top brands manage their social media presence across multiple networks, using an average of 4 networks each. These brands are more likely to create distinct social initiatives for each of their brands and report being more satisfied with their social media efforts. Engagement is a key priority for brands using social media to drive interactions across their various brand and media offerings.
Social Media for Development: Transforming Society and GovernanceRichard Grimaldo
A 2-day seminar (Oct 29-30, 2018) on social media designed for government agencies who wanted to use social media as a development tool for governance. It is designed to introduce social media, its origin and various applications in the development context.
Held at DICT, ICT Literacy and Competency Development Bureau, UP Diliman, Quezon City
The truth about mobile business intelligence 5 common myths debunkedNuno Fraga Coelho
This document debunks 5 common myths about mobile business intelligence (BI). It discusses that mobile BI does not require all users to be on the same device, and that most mobile BI platforms support a variety of devices. It also explains that native applications are not required for each mobile device type if the platform can dynamically detect the device. Additionally, the document notes that mobile BI is now consumed on tablets in addition to phones, as tablets allow for more in-depth analysis.
This document outlines a social media marketing plan project for a fictional fishing apparel company called Dabbing Gear. It provides instructions for completing different parts of the project, including inventing the company, analyzing competitors, and creating content plans for blog posts, Twitter, and Facebook. For the competitor analysis part, three competitors - Columbia, Huk Performance Fishing, and Shark Zen - are evaluated on their social media presence and strategies. Sample blog content and Twitter posts are also provided as examples. The overall goal is to demonstrate an understanding of effective social media marketing strategies for a business.
The survey results from 2010-2013 show that while social media is becoming more integrated into organizations, most are still at intermediate stages of social business maturity. Only 17% consider themselves truly strategic in their social strategies. Additionally, 52% of executives are aligned with social strategies, but many organizations experience "social anarchy" due to a lack of clear leadership, organization, and strategy around social efforts. Common priorities for social include scaling engagement, integrating data, and training. The report provides benchmarks for organizations to evaluate their own social business evolution.
[Report] The State of Social Business 2013: The Maturing of Social Media into...Brian Solis
Altimeter Group conducts regular social business surveys to learn how social media is evolving within enterprise organizations. Analysis of survey results between 2010-2013 reveal that social media is extending deeper into organizations and, at the same time, strategies are maturing. What was previously a series of initiatives driven by marketing and PR is now evolving into a social business movement that looks to scale and integrate social across the organization. The following report reveals how businesses are expanding social efforts and investments. As social approaches its first decade of enterprise integration, we still see experimentation in models and approach. There is no one way to become a social business. Instead, social businesses evolve through a series of stages that ultimately align social media strategies with business goals.
Aerolineas y la revolución de las redes socialesrommblack
The document discusses the growing importance of social media and networks for companies. It provides an agenda for a presentation on social networks and airlines, including sections on the social media revolution, 2010 marketing reports on social media use, how airlines have used social networks, developing social media policies, and integrating social media into overall company strategies. The presentation aims to help Avianca develop effective social media products, services and policies.
The Social Outlook, the first report of its kind, presents insights, benchmarks and consumer trends at an unprecedented scale.
- The Social Industries Index
- Social engagement benchmarks
- Consumer & audience insights
- Industry-specific spotlights
- Social media marketing has grown in popularity and importance, with an estimated 76,000 professionals globally.
- Successful social media teams have centralized strategy/planning, direction tied to business goals, and dedicated tactical execution.
- Demonstrating the value of social programs through ROI measurement is the top challenge for 60% of social marketers.
Social media insights - What most companies & brands don't knowGeek4Green
Most companies are investing in social media but few feel they are using it effectively. While 79% of companies surveyed use or plan to use social media, only 12% feel they are using it effectively. Effective users engage with customers by monitoring trends, researching new products on social media, and using multiple social media channels. However, many companies still view social media as one-way marketing rather than a conversation. Few have formal social media strategies or measure return on investment from social media. While awareness and website traffic are common benefits, effective users see social media as a way to interact with customers.
A Review: Top Social Media For Corporate Communications 2015Jennifer Chan
The document provides a summary of a review of over 500 major publicly listed companies in the US and UK that analyzed their use of social media for corporate communications. The key findings are:
- LinkedIn is the most popular channel, used by 93% of companies overall, with 97% of US companies having an account compared to 90% of UK companies.
- 60% of companies post investor relations content on social media, making it the second most common type of content after careers content, which 73% of companies share.
- Companies that actively engage on social media by responding to posts and tweets more frequently see significantly higher levels of engagement, such as 17 times more likes on Facebook.
- While marketing
The Way to a True End-to-End Social Media-Centric EnterpriseCognizant
To ride the social media wave and cash in on emerging opportunities across the organization, enterprises need to establish the processes, frameworks and workflows on which social media drives business transformation.
The Way to a True End to End Social Media Centric EnterpriseVikram Mohan
The document discusses how enterprises can become true end-to-end social media-centric organizations. It recommends that companies first assess their current social media maturity across people, tools/platforms, media and organizational views. This assessment would identify risks, benefits and the appropriate next steps. It then suggests implementing a social media governance framework and integrating social media adoption across the organization while conducting ongoing monitoring.
2014 from social business to big data white paper insights from cic's 2013-20...Kantar Media CIC
Kantar Media CIC published “From Social Media to Social Business” white paper series from 2011, which helped enterprises develop their understanding of Chinese social media and ultimately realize their social business objectives. Nowadays, in order to promote enterprises’ implement of social business, Kantar Media CIC officially releases Social Business white paper, From Social Business to Big Data: Insights from Kantar Media CIC’s 2013-2014 China Enterprise Social Business Survey.This book conducts an online survey by distributing questionnaires among more than 390 respondents who come from over 30 industries, to collect extensive attitudes and perceptions towards social business from professionals of various functional departments,and provides suggestions for the organizations which are (or will be) undergoing social business changes.
The document is a 41-page report summarizing the findings of a survey of over 3,300 marketers on their use of social media. Some key findings include: marketers see social media as important but want help with measurement and integration; most spend 6+ hours per week on social media; video marketing and learning about Facebook/blogging are priorities; top benefits are exposure, traffic, and search rankings; and Facebook, Twitter, LinkedIn, and blogs are the most commonly used tools. The report provides detailed data on marketers' social media activities, challenges, and future plans.
WiZE Beyond Chatting Business Resourcemaharastaman
The document discusses how social media is increasingly being used as a business resource beyond just communicating with friends. It summarizes findings from a 2009 benchmark study on business use of social media. The study found that nearly 65% of respondents used social media as part of their normal work routine, such as reading blogs or using Twitter. It also examines which types of employees, companies, and industries make greater use of social media as a business information resource. Key factors studied include job level, role, company size, and industry.
Fed ex / Ketchum Social Media Study Findings ReportMauricio Godoy
Findings and insights from the 2010 FedEx/Ketchum Social Media Benchmarking Study—a comprehensive exploration of how social media impacts today’s communications landscape. This document reflects the input of leaders from over 60 top global organizations across most major industries.
This document summarizes key findings from an IBM study on how automotive companies can create business value by adopting social business strategies. The study found that automotive organizations should focus on three areas: 1) creating valued customer experiences by engaging customers on social media, building communities, and shifting towards social sales and service; 2) driving workforce productivity by increasing knowledge sharing and collaboration internally and externally; and 3) accelerating innovation by capturing new ideas from various sources and leveraging internal communities. While automotive companies recognize the importance of social business, many still face challenges in fully realizing its benefits. The document provides examples and recommendations for automotive organizations to move their social business efforts forward in these three focus areas.
This document is the 2014 report on the state of corporate social media from Useful Social Media. It surveys over 500 corporate social media executives on topics like team size, budget, platform usage, and goals. Key findings include:
- Social media team sizes are decreasing, suggesting social may be maturing but also that resources are declining.
- Social teams still focus on execution over training others or measuring impact.
- Marketing and communications remain top uses, while customer service and commerce lag.
- Platform usage continues rising for Facebook, Twitter, YouTube, and LinkedIn but growth is slowing overall.
The State of Corporate Social Media 2012Nick Johnson
"The State of Corporate Social Media" is a free briefing from Useful Social Media on how large companies are using social media, written by @gnjohnson.
The 2012 edition features over 40 pages of stats, facts, benchmarks and analysis on how social media is impacting business.
Social Insights Report: How Marketers at Mid-Size Companies Engage on Social ...Leadtail
Despite all the technology available, your ability to reach, engage, and influence marketing decision makers is still limited. While buyer personas, surveys, and search marketing data can get you in the ballpark, social media insights are now a “must-have” for understanding these decision makers in a way that becomes truly actionable.
With that in mind, we developed this report: “How Top Marketers at Mid-Size Companies Engage on Twitter” to provide insights into the patterns and behaviors of marketing decision makers with a special focus on those that work at companies ranging from 50 – 5,000 employees. This report reveals insights about these senior marketers to help you answer questions such as:
How do marketers at mid-size companies describe themselves on the Social Web?
Which social networks are these marketers active on?
What topics and people are they talking about?
Which media sources do these marketing professionals consume and share?
Which brands and people most influence marketing leaders at mid-size companies?
Armed with these social media insights, you can now take a more informed look at your strategy for reaching, engaging, and influencing marketing professionals at mid- size companies, and getting them to take the actions you care about most.
The document is a 2010 social media marketing industry report by Michael A. Stelzner. Some key findings from the report include:
- The top questions marketers want answered about social media marketing are how to measure ROI, what the best practices are, and how to manage time spent on social media.
- Most marketers (65%) have only been using social media for a few months or less, though experience levels are growing.
- The majority of marketers (56%) spend 6 or more hours per week on social media, with nearly one-third spending 11 or more hours.
- The report examines the benefits, tools, trends, and other aspects of social media marketing based on
The document is a 2010 social media marketing industry report by Michael A. Stelzner. Some key findings from the report include:
- The top questions marketers want answered about social media marketing are how to measure ROI, what the best practices are, and how to manage time spent on social media.
- Most marketers (65%) have only been using social media for a few months or less, though experience levels are growing.
- The majority of marketers (56%) spend 6 or more hours per week on social media, with 30% spending 11 or more hours.
- Generating exposure, increasing traffic, and building partnerships were cited as the top benefits of social media marketing.
The document is a 2010 social media marketing industry report by Michael A. Stelzner. Some key findings from the report include:
- The top questions marketers want answered about social media marketing are how to measure ROI, what the best practices are, and how to manage time spent on social media.
- Most marketers (65%) are new to social media marketing, having been involved for only a few months or less.
- The majority of marketers (56%) spend 6 or more hours per week on social media marketing, with nearly one-third spending 11 or more hours.
- Generating exposure, increasing traffic, and building partnerships are the top benefits reported by marketers from
Similar to Sb social mediaforbusiness-selectthemes2010-3nov10 (20)
Bryce Gartner is the Chief Experience Officer and founder of icimo, his 6th startup. Icimo helps organizations become data-driven through data services and tools. Gartner's objectives for the session are to help participants get beyond just the technology, understand better ways to communicate with data, recognize challenges in changing culture, and create disruption. Icimo has assisted organizations from $250k to $300 billion in revenue.
The document discusses content marketing and provides guidance on developing an effective content marketing strategy. It defines content marketing as a strategic marketing approach focused on creating valuable and relevant content to attract and retain an audience to drive customer action. The document outlines key steps for content marketing including setting goals, identifying target audiences and buyer personas, and implementing different types of content across various channels. It also provides examples of different types of content that can be used at different stages of the buyer journey from awareness to conversion.
This document summarizes demographic trends in North Carolina through 2035. It finds that North Carolina's population will continue growing, reaching over 12 million by 2035, with growth concentrated in urban areas like Raleigh, Charlotte, and Greensboro. An aging population and declining numbers of children and young adults in many counties will shape North Carolina's future demographics. The state will also see growing demand for housing as its population increases.
The document discusses the "Six Rs of Association Thrivability" that are critical for associations to thrive in the current environment. The six Rs are: 1) Realism for action to honestly confront challenges, 2) Responsibility for stewardship by taking intelligent risks, 3) Readiness for learning through strategy as a learning process, 4) Resources for investment by treating profitability as a priority, 5) Relationships for collaboration by building networks beyond members, and 6) Resilience for growth by increasing resilience at all levels to enable smart decisions during disruption. Following these imperatives will help associations build 21st century organizations capable of flourishing in the current volatile environment.
This document outlines an association framework focused on thriving and minimizing risks. It includes mindsets like strategic legitimacy, digital ubiquity, situated stewardship, design orientation, network thinking, and informed empathy. The framework addresses internal resistance, external risks, stewardship, investment resources, learning readiness, collaboration relationships, realistic action, resilience growth, developing stakeholders, deepening insight, nurturing foresight, and creating shared value through expanded interactions.
The document discusses the importance of foresight for association boards to successfully lead their organizations through constant change. It argues that boards must embrace their "duty of foresight" and look continuously toward the future. This requires boards to strategically plan for plausible impacts of transformation, nurture responsible stewardship focused on long-term growth, and make ongoing learning a priority. The document provides recommendations for boards to develop a stewardship statement, regularly practice foresight techniques, and establish principles to guide decision-making focused on thriving in future conditions. Embracing the duty of foresight will help boards harness change to create value for stakeholders and ensure their associations remain viable.
Arthur Gordon – Founding Chef & Owner, Irregardless Café & Catering and The Glenwood Club, Raleigh, NC
Anya Gordon – Catering & Marketing Director, Irregardless Café & Catering and The Glenwood Club, Raleigh, NC
Planners face increasing expectations from attendees for variety in food and beverage as well accommodations to special diets. Arthur and Anya Gordon will present their best ideas based on years of experience. Founded in 1975, The Irregardless Café was Raleigh’s first vegetarian restaurant and continues to serve as a pioneer taking concepts like ‘green’ and ‘sustainable’ long before they became buzz words, and putting them into action serving healthy and innovative cuisine. In 2001 the Cafe transitioned Arthur’s informal ‘catering for friends’ and established its ‘Catering Division’ enabling planners to incorporate creative ideas in their events.
Rob Autry – Founder, Meeting Street Research
Rob is working on a project with HLN Cable News Network tracking millennial voter attitudes during the 2016 elections, and will share insights from the polling and the focus group work he’s been doing across the country.
This document discusses emergency preparedness and risk management for event planners. It defines event risk as anything that could negatively impact an event's outcome. It identifies common risk types and discusses who is responsible for managing risk. The document outlines four risk management strategies - avoid, reduce, retain, transfer. It provides examples of risk reduction strategies like compliance documents and insurance. The document concludes by discussing developing a risk assessment and action plan to address risks.
Advocacy can be challenging when one is not well-liked or respected. However, it is best to approach advocacy wearing a "White Hat" and conduct oneself respectfully to build trust and goodwill over time. While likability helps, the most effective advocates focus on addressing issues with integrity rather than popularity.
This document discusses strategies for effective marketing in a changing environment. It emphasizes the importance of understanding one's target market and crafting messaging to meet their specific needs. Examples are provided of companies like Barefoot Wine that changed their approach to focus directly on their best customers through cause marketing, personalized messaging, and grassroots efforts instead of traditional ads. The conclusion emphasizes defining goals and tracking the activities and results of one's marketing investments.
This case study describes the planning and execution of the first annual NC Doctors Day celebration in North Carolina. Key goals were to show appreciation for doctors, make it an annual event, encourage donations, and build partnerships. A design firm was hired to create a logo, website, and social media strategy. Doctors were nominated for NC Doctor of the Year and over 19,000 votes were cast. The inaugural event was deemed a success based on member appreciation and engagement on social media and the website. Lessons learned included starting early, using friendly competition, taking a long-term view, and showing appreciation.
This document provides guidance on developing an effective public relations campaign with key considerations around mission, goals, audience research, messaging, outcomes measurement, evaluation, and best practices. It outlines the importance of clearly defining objectives, being realistic about available resources, providing follow-up, meeting budgets, and fulfilling the overall mission to evaluate a PR campaign's success.
The document summarizes key findings from a 2015 benchmarking survey of 704 association communications professionals. It finds that associations are communicating more frequently through social media than other channels, yet many still lack clear social media strategies. It also reports that associations struggle with content relevancy, cross-channel integration of communications, and using member data effectively. The document provides recommendations for associations, including developing social media strategies, focusing on engaging content, integrating messaging across channels, and measuring communication effectiveness.
This document provides an update on tax compliance and reporting. It discusses new tax deadlines including changes to extension periods. It also covers alternative investments and how they must be reported on Form 990 due to the potential for unrelated business income. Common errors on Form 990 filings are also outlined, such as accurately reporting gross receipts, compensation, highest compensated independent contractors, and grants/assistance.
This document discusses creating an organizational culture that attracts talent. It mentions completing a culture assessment to connect what is valued to what drives success. The document also discusses making the culture real and permanent by clarifying and reinforcing through words, actions, thoughts and artifacts what is truly valued in the organization.
Jamie Notter, Partner, Culture That Works LLC
The Millennials seem to get more attention these days for
annoying their older compatriots in the workplace with
their flip-flops and a perceived sense of entitlement, In this
session, Jamie explores research from his latest book,
When Millennials Take Over illustrating the more important
role Millennials play as decoders of the key changes that are coming to the business world.
More from Association Executives of North Carolina (20)
2. 1 THE STATE OF SOCIAL MEDIA FOR BUSINESS - SELECT THEMES 2010
THE STATE OF SOCIAL MEDIA FOR BUSINESS – SELECT THEMES 2010
In June 2010, more than 6,000 SmartBrief readers participated in a benchmarking
study of social-media usage by business. The results revealed a portrait of how
these new tools and platforms are changing the way we do business – and how
companies are integrating social media into their business models. The defini-
tive State of Social Media for Business 2010 shares some of the biggest trends
in social media as well as the challenges that companies need to address as they
move forward with their social-media strategies. The full State of Social Media
for Business 2010 is available for sale from SmartBrief.
The following document shares eight themes and data points from the State of
Social Media for Business 2010:
1.
Most companies surveyed have adopted social media in the past 18 months.
2.
Companies are focusing their energies on Facebook, Twitter, LinkedIn,
YouTube and blogs.
3. It takes time for companies to incorporate social media effectively.
4.
Brand building is currently the primary purpose for business social-media
usage.
5.
Communications, advertising and marketing agencies are the leading
adopters of social media.
6.
Lack of management support and confidentiality concerns are atop the list of
obstacles to social-media adoption.
7.
Less than 15% of the businesses using social media are measuring
return-on-investment.
8.
While 60% of respondents say their companies are using social media, there
is low confidence in their social-media strategies.
We invite you to blog, tweet and otherwise pass along these key themes. Our goal
is to provide readers with valuable insights into what businesses are doing today
to help you plan for a successful tomorrow.
The State of Social Media for Business 2010 includes:
■ 145 pages
■ 213 charts and graphs
■ 6 data cuts
■ Key indicators of social-media integration
■ Comparative data based on company size and
industry focus
■ Benchmarks to assess where your company is on
the social-media adoption curve
■
An introduction by social-media expert and SmartBrief on
Social Media Advisory Board member, Olivier Blanchard
3. 2 THE STATE OF SOCIAL MEDIA FOR BUSINESS - SELECT THEMES 2010
WHY SOCIAL MEDIA?
In the past 18 months, social media has evolved. Once just a way for individuals to
connect and share with one another, social media has developed into a promising
business tool. This transition, which has been fast and furious, has been closely
followed by SmartBrief Inc. through its publication SmartBrief on Social Media
since November 2008.
To date, the media have focused on getting started with social media, using it for
marketing and sharing bellwether stories. However, very little has been written
on how most businesses of all shapes and sizes are using and leveraging social
media today.
About the survey
SmartBrief and its research partner Summus, Limited decided to tackle these
questions and more through an online survey of SmartBrief readers across a vari-
ety of industries. The survey was designed to benchmark and measure the state of
social-media usage among business people in June 2010. SmartBrief and Sum-
mus will track the results of this benchmark on an annual or semi-annual basis,
focusing on the following questions:
1. Who is using social media for business?
2. What social-media tools and channels are being used?
3. What goals are being pursued?
4. What tactics are being deployed?
5. What obstacles are standing in the way of adoption?
6. Has social media delivered measurable results for companies?
7. How are companies staffing social media and allocating resources?
8. How do companies assess their own social-media strategies?
10,641 individuals began the survey and 6,494 completed the survey. This 59.9%
completion rate, which is high for a survey of this length and depth, indicates a
high level of interest in the topic. The data is very reliable, with a .012 standard
error at a 95% confidence interval and a standard deviation of 1.195.
About the respondents: SmartBrief’s readership is made up of over 3.5 million
subscribers from a large and diverse cross-section of industries. Individual
business people with all levels of experience and responsibility are represented
in the survey. The survey respondents primarily work at U.S. companies (92%) and
represent a full range of business sizes – from fewer than 10 employees to more
than 50,000.
4. 3 THE STATE OF SOCIAL MEDIA FOR BUSINESS - SELECT THEMES 2010
WHY SOCIAL MEDIA? (continued)
More than 60% of the businesses in the sample are using social media. The sam-
ple as individuals identifies themselves as engaged in social media and proficient
in its use. They have differing levels of involvement in their organization’s social
media, with some not directly involved.
This survey does not reflect a random sample of business people. The sample is a
self-selecting group of individuals. As such, it may be assumed that the sample is
somewhat:
■ More familiar with social media than a random sample.
■ More interested and engaged with social media than a random sample.
■ More proficient with social media than a random sample.
5. 4 THE STATE OF SOCIAL MEDIA FOR BUSINESS - SELECT THEMES 2010
IN THE FULL REPORT
66.5% OF COMPANIES SURVEYED HAVE ADOPTED
SOCIAL MEDIA IN THE PAST 18 MONTHS
About half of the companies in the sample have been using social media for only the
past year, with nearly 20% starting in the past 13 to 18 months.
While the recent surge in adoption is not surprising, the data in the full State of Social
Media for Business report provides a fuller picture of how companies approach the
adoption of social media.
Want to know how more experienced companies are using
social media to get results? The full State of Social Media for
Business report provides in depth data on how usage of social
media evolves over time.
■ How and where companies get started
■
How companies either internally or externally support
their social-media efforts
■
What the distinct phases of social-media integration are
■
How companies develop and alter their social-media
strategies over time
■ Where more experienced companies have shifted their efforts
■ How companies new to social media judge their own efforts
1
How long has your organization been actively using social media?
6. 5 THE STATE OF SOCIAL MEDIA FOR BUSINESS - SELECT THEMES 2010
IN THE FULL REPORT
Do you want facts and figures on what companies are
actually doing with social media? The State of Social Media
for Business answers critical questions on:
■ The significance of different social-media platforms
■ How usage of different channels changes over time
■ Which platforms have high familiarity but low adoption
■
Which platforms provide the best opportunities for
companies to differentiate themselves
The top five most important social-media platforms
2
The concentration on “the big 5” hints at companies being able to find their
customers on these sites. With lower awareness and/or usage of other sites,
including platforms such as Flickr with large numbers of users, companies
might be missing out on more niche groups.
COMPANIES ARE FOCUSING THEIR
ENERGIES ON 5 PLATFORMS
7. 6 THE STATE OF SOCIAL MEDIA FOR BUSINESS - SELECT THEMES 2010
IN THE FULL REPORT
Do you need benchmarks and milestones on the social media
adoption curve? The State of Social Media for Business 2010
report provides a comprehensive analysis of the adoption curve
for social media. For instance, almost 30% of “experienced”
companies dedicate at least one person to social media full time.
The report fully details social-media adoption and its dividends
over time, such as:
■ How the impact/implementation of different channels shifts
■ How staffing and resource allocation adapts
■ When and where confidence in social-media strategies grow
■ How a company’s social-media tactics expand
IT TAKES TIME FOR COMPANIES TO INCORPORATE
SOCIAL MEDIA EFFECTIVELY
The survey data indicate that at the two-year mark, companies begin to confidently
and purposefully use social media for specific business objectives.
More than 25% of companies with two-plus years of social-media activity state that
those tools and platforms have been fully integrated into their companies’ business
models. In addition, more than 50% have a well-developed or fully developed social-
media strategy, which is further evidenced by the use of multiple platforms.
Which of the following best describes how your
organization is using social media?
3
8. 7 THE STATE OF SOCIAL MEDIA FOR BUSINESS - SELECT THEMES 2010
IN THE FULL REPORT
BRAND BUILDING IS CURRENTLY THE PRIMARY
PURPOSE FOR BUSINESS SOCIAL-MEDIA USAGE
Despite the primary goals of increasing brand awareness and building communities for
customers and fans, the majority of companies surveyed use social media to broadcast
information instead of creating two-way conversations.
In the full State of Social Media for Business report you will
find the answers to practical, real-world questions like,
where should we house our social-media activities? (hint:
The majority of companies house social-media activities in
their marketing and communications departments.) The report
delves into practical social-media management issues such as:
■ How companies are staffing their social-media efforts
■ Where and how companies allocate resources to social media
■ What companies hope to achieve through social media
■ What they are doing to achieve those goals
■
What specific tactics companies employ through various
social-media channels
Top 5 social-media goals
4
9. 8 THE STATE OF SOCIAL MEDIA FOR BUSINESS - SELECT THEMES 2010
IN THE FULL REPORT
COMMUNICATIONS COMPANIES HAVE
GRABBED THE SOCIAL-MEDIA REINS
Communications and PR agencies recognized the potential behind social media earlier
than most industries. Likewise, advertising and marketing firms have realized the
potential of identifying and reaching target audiences relatively early as compared with
other industries.
Despite their early presence in social media, communications and PR firms are not the
chosen source of advice or consultation on social media for companies. Instead, the
majority of companies are using internal resources for developing and implementing
their social-media strategies.
Where does your industry stand versus others? What can your
company do to stand out? The State of Social Media for Business
report illuminates how 20 different industries stack up when it
comes to social media adoption and usage.
■ How communications has pulled ahead of other industries
■ Which industries have distinguished themselves in the
social-media arena
■ Which industries are behind the curve on social media
How does your industry compare? Are there opportunities for
your organization to distinguish itself among its peers?
How long has your company been actively using social media?
5
10. 9 THE STATE OF SOCIAL MEDIA FOR BUSINESS - SELECT THEMES 2010
IN THE FULL REPORT
LACK OF MANAGEMENT SUPPORT AND CONFIDENTIALITY
CONCERNS TOP THE LIST OF OBSTACLES TO
SOCIAL-MEDIA ADOPTION
Taking a closer look at the one-third of businesses in the sample that have not
adopted social media, we see that confidentiality concerns and lack of management
support are among the top reasons.
One-third of the respondents note they are not decision makers. Combined with the
14.7% citing management resistance, this indicates an overall lack of management
support. In addition, 33.1% cite confidentiality issues as a primary obstacle. Taken
together with the prohibition of social-network use at work, the data show that many
companies are concerned about how their staff would use these sites.
What other factors keep businesses from moving forward with
social media? Check the full State of Social Media for Business
report for the full list of obstacles that companies face.
6 biggest obstacles hindering social media for business
6
11. 10 THE STATE OF SOCIAL MEDIA FOR BUSINESS - SELECT THEMES 2010
IN THE FULL REPORT
LESS THAN 15% OF THE BUSINESSES USING SOCIAL
MEDIA ARE MEASURING RETURN ON INVESTMENT
Connecting social media efforts to bottom-line results is a skill that escapes most
businesses that are using social media. Less than 15% of the businesses in the sample
using social media reported that they are measuring their return on investment while
over 33% are not measuring return on investment at all.
Among those innovators who are measuring social media, most focus on usage and
incoming traffic but not traditional business metrics.
Need direction on how to measure your social media ROI?
The State of Social Media for Business 2010 answers
pressing questions and provides baselines for companies
that are considering social-media measurement.
■ See how other companies are measuring ROI
■
Find out the most common metrics for evaluating your
social-media strategy
■ Learn how companies are using third-party analytics tools
Chart: Is your organization measuring your return
on social-media investment?
7
12. 11 THE STATE OF SOCIAL MEDIA FOR BUSINESS - SELECT THEMES 2010
IN THE FULL REPORT
COMPANIES HAVE LITTLE CONFIDENCE
IN THEIR SOCIAL-MEDIA STRATEGIES
Companies are critical of their social-media strategies, with only 14.2% describing
their strategies as “very effective” and only 7.3% describing them as “very revenue
generating” on average.
This low level of confidence in social-media strategies indicates that companies are
not confident that social media is useful in meeting business goals. In time, confidence
in their social-media strategies rises. As with other measures, we see the biggest
jump at the two-year mark.
How would your organization stack up? The full State of
Social Media for Business report paints a somewhat critical
picture of how respondents rate their companies’ social-
media strategies on:
■ Creative/original
■ Fun/engaging
■ Buzzworthy
■ Thought provoking
■ Community building
■ Brand enhancing
■ Cost effective
■ Targeted/niche
Social-media strategy indicators
8
13. 12 THE STATE OF SOCIAL MEDIA FOR BUSINESS - SELECT THEMES 2010
THESTATEOFSOCIALMEDIAFORBUSINESS–SELECTTHEMES2010
These select trends and data points provide a snapshot of where businesses are in
their social-media usage, confidence and measurement. The full State of Social
Media for Business 2010 report provides a deep and authoritative look at how
businesses of different sizes, industries and foci are using social media.
The State of Social Media for Business 2010 provides information not available
anywhere else.
Take advantage of this data and, set baselines and position your business on the
most productive path for social-media success.
The State of Social Media for Business 2010 includes:
■ 145 pages
■ 213 charts and graphs
■ 6 data cuts
■ Key indicators of social-media integration
■
Comparative data based on company size and
industry focus
■
Benchmarks to assess where your company
is on the social-media adoption curve
■
An introduction by social-media expert and SmartBrief
on Social Media Advisory Board member,
Olivier Blanchard
TABLE of CONTENTS
I. Introduction
II.
What Companies Are Doing
III. How Companies Manage Social Media
IV. How Companies Track Success
V.
How Long It Takes to Integrate Social Media
VI. Which Industries are Ahead
VII. How Business Professionals Use Social Media
Appendix 1: Analysis by Business Focus
14. 13 THE STATE OF SOCIAL MEDIA FOR BUSINESS - SELECT THEMES 2010
INFORMATION OF SPECIAL WHAT YOU’LL FIND:
INTEREST TO:
■
How businesses are using social media
Agencies and consultants ■
Where they could use help in strategy and execution
■
What are the top-of-mind questions about
social media for companies
■
The context needed to create an effective
social-media strategy
CEOs ■
How are other companies in your industry using
social media?
■
How can social media help differentiate
your company?
Brand managers ■
What tools and tactics are under-utilized?
■
How to make your brand stand out from the crowd
Social-media managers ■
How are other companies of your size staffing
social media and allocating resources?
■ What are the emerging social-media platforms?
■
How are companies using social media for
staffing and training?
HR/Careerists ■
What are the biggest platforms for professional
development?
■
What are the biggest opportunities for
professional development via social media?
IN THE FULL REPORT
15. 14 THE STATE OF SOCIAL MEDIA FOR BUSINESS - SELECT THEMES 2010
SOCIAL MEDIA FOR BUSINESS – SELECT THEMES 2010
About Summus Limited:
Summus is a unique information-based consulting firm that specializes in busi-
ness-to-business and executive research. Using qualitative and quantitative tech-
niques, we help companies better understand the complex environments in which
business decisions must be made. With a focus on strategy, positioning and orga-
nizational behavioral alignment, Summus has worked with many top tier compa-
nies in a number of industries, including financial and professional services, food
and consumer products, media and communications, restaurants and retail and
business services. Our proprietary research methods have been used to assess
corporate culture and align large multi-unit businesses; map the customer ex-
perience; assess new customer needs and product/service gaps; refine branding
and positioning; identify new opportunities for growth and/or efficiencies. To learn
more about Summus, please visit our website www.summuslimited.com.
About SmartBrief:
SmartBrief is a media company on a mission to save you time and keep you smart.
The premise behind SmartBrief is simple: there’s too much information out there
and too little time in the day to read it all. Our editors hand-pick the most relevant
and important news from all over, summarize it, link to the original sources and
deliver it – for FREE – in one-stop-shop e-newsletters. Nearly 3.5 million busi-
ness decision makers count on SmartBrief each day to provide “must-read” news
in 25 key industries. Subscriptions are free of charge, offered in partnership with
more than 100 leading trade associations, professional societies, non-profits and
corporations. In addition to the industry-focused briefs, SmartBrief offers a suite
of best practices newsletters to keep busy professionals smart about their jobs
– including SmartBrief on Social Media. As a trusted, targeted vehicle for reach-
ing influential business professionals on a daily basis, B2B advertisers depend on
SmartBrief to reach their target audiences and produce measurable results. To
learn more about SmartBrief, please visit our website www.smartbrief.com.