Social Media Integration Survey

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

About this research report

InSites Consulting conducted a quantitative online survey among 400 senior marketing managers.

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

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

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.

Three pillars to successfully integrate social media in your business processes.

Tangible investments in education and technology Strategic integration of social media in planning, organisational structure and goal setting

Impact mkt communication Customer satisfaction Financial results

Social Media strategy fully in line with culture and values of the organization

Social media integration

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

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

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 Foursquare

9%

8%

Bebo

5%

Delicious

5%

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?

500+

B2C

B2B

66%

72%

78%

60%

54%

60%

57%

57%

49%

48%

38%

58%

39%

47%

44%

42%

<500

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.

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

Finance

82%

73%

74%

87%

87%

90%

54%

42%

68%

81%

80%

71%

38%

42%

56%

50%

73%

45%

53%

48%

52%

52%

61%

49%

Media

Tech & Telco

Twitter scores high in Finance, Media, Tech & Telco and the travel industry. LinkedIn peaks in Finance and Tech & Telco.

Travel & Leisure

B2B adoption of social media Model for successful integration of social media Integrate social media step by step Measure 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 Impact mkt communication Social media integration

Customer satisfaction Financial results

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

To what extent is social media integrated in your company?

500+

B2C

B2B

15%

8%

11%

12%

First small steps

30%

23%

27%

25%

Setting up/ running pilot projects

23%

25%

26%

22%

Integrating social media

20%

31%

22%

28%

Social media are fully integrated

12%

13%

14%

12%

<500 Doing nothing with social media

Smaller companies integrated social media less than bigger corporations. There is hardly any difference between B2B and B2C.

To what extent is social media integrated in your company?

Products Doing nothing with social media

Services

20%

9%

First small steps

29%

32%

Setting up/ running pilot projects

30%

22%

Integrating social media

15%

22%

6%

15%

Social media are fully integrated

Service companies show a higher integration of social media in their business processes than product developing companies.

To what extent is social media integrated in your company?

FMCG & Retail

Healthcare

Finance

Media

Tech & Telco

Travel & Leisure

4%

4%

1%

2%

6%

0%

First small steps

25%

31%

32%

13%

10%

24%

Setting up/ running pilot projects

23%

24%

27%

20%

15%

35%

Integrating social media

30%

32%

26%

41%

46%

21%

Social media are fully integrated

18%

8%

14%

24%

23%

20%

Doing nothing with social media

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

I think our employees are open towards towards new new technologies and social media technologies and

32%

34%

24%

7% 2% 1%

66%

2%

41%

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

15%

26%

14%

23%

27%

16%

26%

18%

18%

15%

1%

41%

18%

13%

2%

40%

1%

29%

3%

26%

People from the top

People from the top management management of of my company very my company are very active on socialare media

15%

25%

26%

active on social media

My company has

My company has official training programs official training about about social media for programs its employees

12%

17%

17%

16%

37%

social media for its employees

My company thinks

My company thinks that all of its employees that all of its should have socialemployees media training should

14%

13%

25%

18%

28%

have social media training

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

31%

My company is using social media to get better results out of its existing marketing actions

35%

25%

My company has a dedicated person/team working on social media

32%

30%

It is very clear who is responsible for social media projects in my company

18%

23%

28%

27%

18%

30%

6% 2%

67%

9% 1%

58%

7%

8%

9%

18%

2%

57%

10% 1%

57%

14%

14%

My company is working inteams crossMy company is working in cross-functional

19%

35%

25%

11%

6%

4%

functional teams

55%

My company allows

My company allows its employees its employeesto to use use social media during social media during working hours

18%

25%

21%

14%

21%

1%

43%

19%

3%

38%

2%

38%

working hours

My company has a

My company has a clear social mediaclear policy in media place social

18%

20%

22%

18%

policy in place My company has a

My company has a clear view onview how use clear onto how to usesocial the different the different media

14%

24%

27%

social media

I totally agree

4

Neutral

2

I totally disagree

22%

I don’t know

10%

Cultural change

34%

Very clear & well defined company values Live up to our company values

18%

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

14%

29%

35%

18%

19%

28%

25%

11%

21%

The culture / values are more important than skills when hiring someone in my company

11%

21%

11%

20%

4

28% 29% 36% 32%

Neutral

2

I totally disagree

7% 1%

63%

11%

4%2%

53%

4%2%

53%

12% 15%

35%

19%

13%

14%

32%

28%

8%

12%

21%

26%

14%

I totally agree

30%

33%

Our company culture is changing because of social media

Cooperation with employees is ended if there is no fit with the company culture

22%

36%

19%

All the employees know the company values by heart Social media is put high on the list of priorities

29%

4%

16% 14%

2%

43%

7% 2%

42%

4%

39%

3%

38%

2%

32%

2%

32%

8%

14% 14% 17%

22%

15% 20%

23%

I don’t know

10% 7%

49%

7%

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.

Best pilots to start with during the integration of social media:

Increase presence on sm sites

56%

Build a community of fans

Support a product launch via sm

Create sm account

Start a corporate blog

Corporate blog

26%

22%

53%

45%

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

Volume in online reach

Adoption sm by employees

Impact of online conversations

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: Steven@insites.eu