Social Media Integration Survey

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 research report InSites Consulting conducted a quantitative online survey among 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 with social media First steps in social media Pilot phase in social media Integrating social media Social media is integrated

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 structure and goal setting Customer satisfaction Financial results Social Media strategy fully in line 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 blog 23% MySpace 11% Flickr 9% Companies adopt the largest social networks. Facebook, Twitter and LinkedIn show the highest adoption among companies. Foursquare 8% Bebo 5% Delicious 5%

15. On which of the following social media is your company active? B2B 500+ B2C <500 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 & Retail Travel & Leisure Healthcare Finance Media Tech & Telco 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 integration Customer satisfaction 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 with social media First steps in social media Pilot phase in social media Integrating social media Social media is integrated

21. To what extent is social media integrated in your company? B2B 500+ B2C <500 Doing nothing with social media 11% 12% 15% 8% 27% 25% 30% 23% First small steps Setting up/ running pilot projects 26% 22% 23% 25% Integrating social 22% 28% 20% 31% media Social media are fully integrated 14% 12% 12% 13% 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% 29% 32% First small steps Setting up/ running pilot projects 30% 22% Integrating social 15% 22% media 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 & Retail Travel & Leisure Healthcare Finance Media Tech & Telco Doing nothing with social media 4% 4% 1% 2% 6% 0% 25% 31% 32% 13% 10% 24% First small steps Setting up/ running pilot projects 23% 24% 27% 20% 15% 35% Integrating social 30% 32% 26% 41% 46% 21% media 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 towards new technologies and social media I think our employees are open towards new technologies and social media 32% 34% 24% 7% 2% 1% 66% My company is currently investing in technologies for its employees to facilitate the usage of social media 41% 15% 26% 23% 16% 18% 2% My company is doing big efforts to increase the knowledge level of social media 41% 14% 27% 26% 18% 15% 1% among its employees People from the top management of my company are very active on social media My company has official training programs about social media for its employees My company thinks that all of its employees should have social media training People from the top management of my company are very active on social media 40% 15% 25% 26% 18% 13% 2% My company has official training programs about social media for its employees 29% 12% 17% 17% 16% 37% 1% My company thinks that all of its employees should have social media training 26% 14% 13% 25% 18% 28% 3% I totally agree 4 Neutral 2 I totally disagree I don’t know

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

29. Cultural change 63% 34% 29% 22% 8% 7% 1% Very clear & well defined company values 53% 18% 36% 30% 11% 4% 2% Live up to our company values 53% Culture and strategy are equally important 19% 33% 29% 12% 4% 2% Do not have a social media policy, but uses a code of conduct 49% 14% 35% 21% 14% 12% 4% Is actively re-defining our company values 43% 18% 26% 32% 15% 8% 2% Make culture tangible in everything that it does 42% 14% 28% 35% 14% 7% 2% All the employees know the company values by heart 39% 19% 19% 28% 16% 14% 4% 38% Social media is put high on the list of priorities 13% 25% 28% 14% 17% 3% Our company culture is changing because of social media 32% 11% 21% 29% 22% 15% 2% The culture / values are more important than skills when hiring someone in my company 32% 11% 21% 36% 20% 10% 2% 31% 11% 20% 32% 23% 7% 7% Cooperation with employees is ended 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 blog Corporate blog 22%

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