the socially enabled enterprise research findings brief
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- 1. The Socially Enabled Enterprise: A 2013 Research study #ssuenterprise Presented at The Social Shakeup Conference #socialshakeup September 17, 2013
- 2. Agenda: Study highlights 20 minutes Speaker roundtable 20 minutes Q&A session 20 minutes Panel: Erika Brookes, VP, Product Strategy, Oracle Social, @ebrookes Don Bulmer, VP Communications Strategy, Shell, @dbulmer Chris Boudreaux, Global Lead for Social Media Offerings, Accenture, @cboudreaux Moderator: Vanessa DiMauro, CEO, Leader Networks, @vdimauro Preregister for the findings report http://socialmediatoday.com/socially-enabled-enterprise-whitepaper 2
- 3. Focus of the study: The purpose of the Socially Enabled Enterprise Study is to explore the changing role of the IT and Marketing due to the impact of social business and to explore the impact social platform adoption is having on enterprises operations and customer-facing initiatives now and in the future. Oracle partnered with Social Media Today and Leader Networks to survey more than 900 marketing and technology executives from organizations around the world. Sample composition: This survey, which was conducted in the spring of 2013,gathered insights from 20+ industries and 52 countries. Respondents were screened to ensure that they held a role in either Marketing or IT, were engaged by an organization employing 100 employees or more, and worked for an organization which currently uses social platforms. 925 respondents met these criteria and were thus retained for analysis: 662 of those reported holding a Marketing position, while 263 were in IT/Technology. 3
- 4. A set of collaborative processes that have the potential to yield improved business processes that are customer-driven such as faster time to market with new products and services, more successful research and development outcomes and refined market messages that are explicitly influenced by customer needs. Our Definition Of A Socially Enabled Enterprise 4
- 5. There is a widespread adoption of social platforms in organizations Larger organizations (those with 50,000+ employees) are much further along the path to becoming socially enabled enterprises. Becoming a socially enabled organization is considered part of the strategic agenda The transition towards a socially enabled enterprise is not expected to be easy Social business performance measurement is expected to be more operational/process focused in the future Key Findings 5 A profile of a socially enabled enterprise (SEE) is emerging: Strong and collaborative leadership A strategy to leverage socially-derived customer or partners insights to improve business functions A compendium of business-focused measures The ability to link the strategy for becoming a socially enabled enterprise with operational plans
- 6. RESEARCH FINDINGS Preregister for the findings report http://socialmediatoday.com/socially-enabled-enterprise- whitepaper 6
- 7. 12% 45% 27% 9% 3% 6% 1 to 2 3 to 5 6 to 8 9 to 11 12 to 20 More than 20 The Majority Of Organizations Surveyed Use At Least 3 Social Platforms 7 n=909 How many social platforms (e.g. Twitter, social CRM, blog, online community, YouTube) does your company currently use?
- 8. 32% 2% 2% 2% 2% 2% 2% 2% 48% 17% 17% 19% 14% 17% 12% 7% 16% 63% 62% 58% 63% 57% 60% 59% 4% 18% 19% 21% 21% 24% 26% 32% No change Increased customer loyalty Heightened thought leadership position among customers Stronger connection between customer requirements & the products /services we deliver Increased customer advocacy Greater awareness of the customer needs Closer relationships with existing customers Increased visibility with prospective customers Strongly Disagree Disagree Agree Strongly Agree Social Business Increases Company Visibility, Enables Closer Relationships And Offers Greater Awareness Of Customer Needs 8 n=varies There is generally consistency among respondents who selected strongly agree across responses Please indicate the degree to which you believe each of these elements has changed due to your organization's social business initiatives?
- 9. 2% 1% 2% 2% 3% 4% 8% 9% 8% 16% 33% 0% 1% 3% 3% 7% 7% 8% 13% 13% 6% 17% 1% 3% 3% 4% 8% 9% 11% 10% 12% 11% 15% None Time to Market Call Center Deflection Cost Reduction Better Adoption of Existing Products / Services New Ideas for Products / Services Sales Lead Generation Share of Voice Cust. Satisfaction Awareness First Second Third * For the top three metrics, customer satisfaction was the only response where there were significant differences by company size. * Awareness, Customer Satisfaction And Share Of Voice Are The Top Social Business Performance Metrics 9 n=925 What are the top 3 performance metrics currently associated with social business initiatives in your organization?
- 10. Companies with over 10,000 employees are more likely to consider customer satisfaction the number one metric for their social business initiative 10 30.10% 29.30% 48.80% 42.90% 39.40% 30.00% 27.10% 31.30% 21.30% less than 1,000 1,000 to 9,999 10,000 or more Rank #1 Rank #2 Rank #3 What are the top 3 performance metrics currently associated with social business initiatives in your...-Customer satisfaction
- 11. Question: What does your organization typically do with the insights gathered from its social platform(s)? Select all that apply Question: How do you anticipate these insights will be used in the near future (within the next 12 months)? Select all that apply Respondents Anticipate Significant Growth In The Use Of Insights Gained From Social Platforms 11 n=829 3% 9% 32% 46% 47% 48% 52% 2% 5% 45% 60% 62% 56% 53% Other Do nothing with them Use them in product development and R&D efforts Integrate into customer care initiatives Use them departmentally to impact our goals Share across departments in hopes they are used Use them within my department to learn informally Future Now US respondents were more likely to use insights within their department informally (today and in 12 months) and LESS likely to use them in product development and R&D (now) What does your organization typically do with the insights gathered from its social platform(s)?
- 12. 1% 4% 32% 63% Very Important Important Neither Unimportant Very Unimportant Question: How important do you think social enablement will be to successful companies in the future? Question: How important is it to you that your company be a socially enabled enterprise? The Majority Of Organizations Strive To Be A Socially Enabled Enterprise 12 n=839 Importance of Social Enablement Importance For My Company n=838 Very Important Important Neither Unimportant Very Unimportant
- 13. More Than 50% Of Organizations Report That They Currently Are Or Will Be A Socially Enabled Enterprise Within The Next Year 13 n=835 34% 24% 31% 9% 2% 1% Already Are < 12 months 1 to 2 years 3 to 5 years > 5 years Never Common characteristics Top industries include Education, Retail (wholesale distribution not computer) and Financial Services Primarily large organizations (50,000 employees or more) If your company wanted to be a socially enabled enterprise, how long would it take to achieve that goal?
- 14. 46% 28% 32% 31% 39% 33% 19% 23% 15% 19% 27% 31% 26% 35% 38% 38% 25% 26% 8% 10% 10% 12% 7% 8% 1% 3% 3% 1% 1% 1%1% 1% 1% 0% 1% 0% 50,000 or more 10,000-49,999 5,000-9,999 1,000-4,999 500-999 100-499 We already are Less than 12 months 1 to 2 years 3 to 5 years More than 5 years Never Organization size Nearly Half Of The Organizations With 50,000 Employees Or More Report That They Already Are A Social Business 14 n=835 If your company wanted to be a socially enabled enterprise, How long would it take to achieve that goal?
- 15. The Growth In Social Platform Utilization Has Had A Significant Or Transformational Impact On The Way 1/3 of Respondents Interact With Customers 15 4% 23% 43% 26% 5% No Impact Little Impact Moderate Impact Significant Impact Transformational Impact n=821 Characteristics of organizations experiencing transformational impact Smaller sized company from business services and not for profit Larger sized companies from Computer products, telecom All sized Manufacturing How much has the growth of externally facing social platform usage ( e.g Twitter, online community, Youtube) changed the way your organization interacts with customers?
- 16. Agenda: Study highlights 20 minutes Speaker roundtable 20 minutes Q&A session 20 minutes Panel: Erika Brookes, VP, Product Strategy, Oracle Social, @ebrookes Don Bulmer, VP Communications Strategy, Shell, @dbulmer Chris Boudreaux, Global Lead for Social Media Offerings, Accenture, @cboudreaux Moderator: Vanessa DiMauro, CEO, Leader Networks, @vdimauro 16
- 17. Pre-register for the research paper & full study report: http://socialmediatoday.com/socially-enabled-enterprise- whitepaper Contact Info Vanessa DiMauro CEO, Leader Networks +1.617.417.3893 firstname.lastname@example.org Susie Penner Oracle +1.650.506.1973 email@example.com 17
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