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  • 1. How social technologiesdrive business successEUROPEAN SURVEY RESULTS15TH MAY 2012
  • 2. ContentsForeword ............................................................................... 1Executive summary .............................................................. 2How are social tools being used today? ............................ 4How will social tools be used tomorrow? ......................... 6Senior managers lead by example .................................... 8Fast growth companies use social to fuel success ........ 10High flyers use social tools to get ahead ........................ 12Conclusions ......................................................................... 13Appendix: Research methodology ................................... 14
  • 3. ForewordSharing opinions and experiences online is adoption of social tools, those in senior rolessecond nature for many people, but until recently actually use them far more regularly than theirthis bore little resemblance to the way we work. more junior colleagues. The second is that aTraditionally, businesses operated in silos, with huge proportion (81%) of high growth businesseslittle done to encourage collaboration or the are using social tools to facilitate expansion andsharing of ideas and information, not just across improve the ways in which teams collaboratecountries, but even within individual departments. and share knowledge. And finally, we found that successful workers are more than twice as likelyToday, however, the tools that make it easy to to be active users of social tools in the workplaceconnect and work together online are starting than their less successful colleagues.to disrupt traditional working practices in waysthat we are only just beginning to realise. There With a trend towards more remote workingis a growing recognition that rather than being and more companies spread across differenta distraction or a time drain, social tools could territories, the need for cross-border collaborationactually hold the key to a more productive way and information sharing has never been greater.of doing business. Having the ability to bring together thoughts and ideas from team members scattered acrossTo find out more about the potential of social a country, or even across the globe, and beingtools in the world of business, we commissioned able to find information, people and expertiseMillward Brown to gather opinions from 2,700 faster can only help businesses grow and remainprofessionals across France, Germany, Italy, the competitive.Netherlands, Spain, Sweden and the UK. Wewanted to see if social tools are already helping Of course social tools are not a panacea for allbusinesses to grow faster, whether and how they business challenges, and in themselves cannotcan help your career, and which countries are at transform business performance but, whenthe forefront of this social revolution. used appropriately, their potential should not be underestimated. With this in mind, it is perhapsThe results, as you will see in the rest of this unsurprising that nearly a half of professionalsreport, were fascinating and clearly show that surveyed across Europe said that businesses thatnot only are social tools being used widely within do not embrace social media will not survive.business today, but that those who are using Eventually, organisations that adopt social tools tothem are already reaping the benefits. break down barriers will benefit versus those that stay stuck in silos.While there is a wealth of data to pore over,three findings really peaked my interest. The firstis that, contrary to what were often told about Sebastien Marottethe younger generation of workers driving the VP of Google Enterprise, EMEA How social technologies drive business success 1
  • 4. Executive summaryTimewasting, a distraction and a drain on resources Almost a half (46%) of professionals want toare all accusations that have been levelled at the make greater use of social tools:use of social tools in business but as the digital A third (32%) are using external social media,revolution gathers apace, are these still valid? such as Google+, Facebook, Twitter or LinkedIn, for work related purposes every dayTo find out, we commissioned this comprehensiveEuropean study with Millward Brown, gathering A quarter (23%) are using in-house social tools (setopinions from 2,700 professionals across France, up for use by people within the business) daily,Germany, Italy, the Netherlands, Spain, Sweden over a half (57%) use them at least once a weekand the UK. Only a quarter never use in-house social toolsWe wanted to understand how social tools arebeing used in business; who is using them andwhat for, their benefits and challenges and howthey are affecting peoples work and careers. Wespoke with people who need to collaborate withcolleagues to achieve their objectives and hereswhat we found out these findings, and more, areexplored throughout the report.Who is using social tools? SwedenWhich countries are the most enthusiastic usersof social tools? UK 74% 74% Netherlands 65% Germany 62% 61% 55% France 53% Italy0 10 20 30 40 50 60 70 80 Spain % How social technologies drive business success 2
  • 5. Most professionals are enthusiastic about the High growth companies are more likelypotential social tools have to improve the way to be using social tools to fuel success:they work, the most enthusiastic found in/ 59% of professionals in high growthamong: organisations are using social tools to improve Spain and Italy business outcomes such as increasing sales and attracting and retaining clients Senior managers 81% of these dynamic businesses that are High growth companies using social tools report a significant impact Retail, Consumer/FMCG and Creative industries on growth/expansion SMEs with an international reach 80% of high growth companies are using social tools to improve connectivity (such asToday professionals are using social tools for: collaboration and knowledge sharing) Finding people, information or expertise more High flyers are twice as likely to be using social quickly (41%) tools Collaboration and knowledge sharing (37%) 86% of frequent users have recently been Widening personal networks, building promoted, and 72% say they are likely to be professional relationships, raising profile and promoted, compared to 61% and 39% of non- creating communities (34%) users Reducing the volume and length of emails (31%) Over a third (38%) are very satisfied with their jobs compared to 18% of non-usersSocial Tools are expected to be a powerful 64% are very likely to recommend theiringredient within successful businesses: workplace compared to 42% of non-users 70% of professionals believe social tools will change business strategy Frequent users of social tools are more optimistic 69% think businesses that embrace them will grow faster than those that dont 59% expect the performance of their