social media integration survey
DESCRIPTION
Free research report based on a survey among 400 senior managers in UK and USA. Goal was to measure the level of social media integration and the effects social media integration has. The report gives details about social media adoption, social media integration, barriers to adoption and much more.TRANSCRIPT
Prof. Steven Van Belleghem
Managing Partner
InSites Consulting
Mail me: [email protected]
Follow me: @steven_insites
Thibaud De Meester
Research Consultant
InSites Consulting
Mail me: [email protected]
Follow me: @tdemeester
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.
Key Learnings
68% of companies have a Facebook page
56% own a Twitter account
47% have a company page on LinkedIn
12%
Doing nothing
with social
media
24% 26%
First steps in
social media
Pilot phase in
social media
23%
Integrating
social media
14%
Social media is
integrated
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.
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.
Impact mkt
communication
Customer satisfaction
Financial results
Three pillars to successfully integrate social
media in your business processes.
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
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
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
69%
57%
48%
43%
23%
11%
9%
8%
5%
5%
YouTube
A corporateblog
MySpace
Flickr
Foursquare
Bebo
Delicious
On which of the following social media is your company active?
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?
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.
<500 500+
66% 72%
54% 60%
49% 48%
39% 47%
B2C B2B
78% 60%
57% 57%
38% 58%
44% 42%
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
82% 73% 74% 87% 87% 90%
54% 42% 68% 81% 80% 71%
38% 42% 56% 50% 73% 45%
53% 48% 52% 52% 61% 49%
Finance Media Tech & Telco Travel &
Leisure
Twitter scores high in Finance, Media, Tech & Telco and the travel
industry. LinkedIn peaks in Finance and Tech & Telco.
B2B adoption of social media
Model for successful integration
of social media
Integrate social media step by
step
Measure social media integration
Impact mkt
communication
Customer satisfaction
Financial results
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
12%
Doing nothing
with social
media
24% 26%
First steps in
social media
Pilot phase in
social media
23%
Integrating
social media
14%
Social media is
integrated
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.
<500 500+
15% 8%
30% 23%
23% 25%
20% 31%
12% 13%
B2C B2B
11% 12%
27% 25%
26% 22%
22% 28%
14% 12%
To what extent is social media integrated in your company?
Doing nothing with social media
First small steps
Setting up/ running pilot projects
Integrating social media
Social media are fully integrated
Smaller companies integrated social media less than bigger
corporations. There is hardly any difference between B2B and B2C.
20% 9%
29% 32%
30% 22%
15% 22%
6% 15%
Doing nothing with social media
First small steps
Setting up/ running pilot projects
Integrating social media
Social media are fully integrated
Products Services
To what extent is social media integrated in your company?
Service companies show a higher integration of social media in their
business processes than product developing companies.
4% 4% 1% 2% 6% 0%
25% 31% 32% 13% 10% 24%
23% 24% 27% 20% 15% 35%
30% 32% 26% 41% 46% 21%
18% 8% 14% 24% 23% 20%
FMCG &
Retail Healthcare Finance Media Tech & Telco
Travel &
Leisure
To what extent is social media integrated in your company?
Doing nothing with social media
First small steps
Setting up/ running pilot projects
Integrating social media
Social media are fully integrated
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 towards new technologies and 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
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
32%
15%
14%
15%
12%
14%
34%
26%
27%
25%
17%
13%
24%
23%
26%
26%
17%
25%
7%
16%
18%
18%
16%
18%
2%
18%
15%
13%
37%
28%
1%
2%
1%
2%
1%
3%
I think ouremployees are open
towards newtechnologies and
social media
People from the topmanagement of mycompany are veryactive on social
media
My company hasofficial training
programs aboutsocial media for its
employees
My company thinksthat all of its
employees shouldhave social media
training
I totally agree 4 Neutral 2 I totally disagree I don’t know
66%
41%
41%
40%
29%
26%
67%
58%
57%
57%
55%
43%
38%
38%
31%
25%
30%
27%
19%
18%
18%
14%
35%
32%
28%
30%
35%
25%
20%
24%
18%
23%
18%
18%
25%
21%
22%
27%
7%
8%
9%
14%
11%
14%
18%
22%
6%
9%
14%
10%
6%
21%
19%
10%
2%
1%
2%
1%
4%
1%
3%
2%
My company isworking in cross-functional teams
My company allowsits employees to usesocial media during
working hours
My company has aclear social media
policy in place
My company has aclear view on how to
use the differentsocial media
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
My company is using social media to get better results out of its existing
marketing actions
My company has a dedicated person/team working on social media
It is very clear who is responsible for social media projects in my company
My company is working in cross-functional teams
My company allows its employees to use social media during working hours
My company has a clear social media policy in place
My company has a clear view on how to use the different social media
Cultural change
34%
18%
19%
14%
18%
14%
19%
13%
11%
11%
11%
29%
36%
33%
35%
26%
28%
19%
25%
21%
21%
20%
22%
30%
29%
21%
32%
35%
28%
28%
29%
36%
32%
8%
11%
12%
14%
15%
14%
16%
14%
22%
20%
23%
7%
4%
4%
12%
8%
7%
14%
17%
15%
10%
7%
1%
2%
2%
4%
2%
2%
4%
3%
2%
2%
7%
I totally agree 4 Neutral 2 I totally disagree I don’t know
Very clear & well defined company values
Live up to our company values
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
All the employees know the company values by heart
Social media is put high on the list of priorities
Our company culture is changing because of social media
The culture / values are more important than skills when hiring someone in my company
Cooperation with employees is ended if there is no fit with the company culture
63%
53%
53%
49%
43%
42%
39%
38%
32%
32%
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.
56%
53%
45%
26%
22%
Start acorporate
blog
Increase presence on sm sites
Build a community of fans
Support a product launch via sm
Create sm account
Corporate blog
Best pilots to start with during the integration of social media:
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
Impact of online conversations
Volume in online reach
Adoption sm by employees
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: