2011 Social Media Des Moines Survey
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N=409 businesses and not-for-profit organizations in central Iowa; report covers social media goals, adoption and outcomes
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2011 Social Media Des Moines Survey
- 1. Social Media in Des Moines A review of local practices for PRSA Central Iowa
- 3. Social isn’t everything (yet?)…
- 4. All media is social Most reporters and editors depend on social media sources when researching their stories 89% read blogs 65% use Facebook and LinkedIn 61% use Wikipedia 52% use Twitter George Washington University, Jan. 2010
- 5. Why Des Moines? Middle American methodology
- 6. The 2010 baseline… 3 in 4 organizations participating ‘Creating awareness’ was the leading goal Strategy and measurement were lacking Social networks were the most popular tools Resources were thin 1 in 3 said activity met their expectations
- 7. Key Findings What changed in 12 months
- 8. 1. Adoption may be peaking
- 9. 2. We’re maturing (a bit) Half now have a strategy in place (+5 pts) Half have policies guiding employee use of these tools (+10 pts) Half have a process for responding to relevant social media discussion (+3 pts) Almost half are measuring outcomes (2x!)
- 10. 3. Resources remains scarce
- 11. 4. Social networks still rule
- 12. 5. Outcomes may be getting better Improving relationships with customers (+9) and media (+8) 56% say social media is easier to measure than traditional media (+18) Half say their organizations are doing a “good job” with social media (+12) 88% say social is worth the investment
- 13. 5. Room for improvement remains
- 14. Digging deeper What this means for PR and your organization
- 15. Are you listening? Results meet expectations?
- 17. Goals that work
- 18. Strategy helps
- 20. Measurement matters Results meet expectations?
- 21. Outcomes
- 22. In summary… Listen Know why you’re participating Integrate Measure
- 23. Questions?Ryan @ 515.224.1086 or www.hanser.com Thanks!
Notes de l'éditeur
- Who’s using what and the outcomes of their effortsData you can use to improve your own online communication
- 77% of Americans use the Internet (240m)
- Social is about ¼ of online time, on average; almost 8 hours per weekTV is 40 hours per week, on average
- http://www.gwu.edu/explore/mediaroom/newsreleases/nationalsurveyfindsmajorityofjournalistsnowdependonsocialmediaforstoryresearch
- Its our hometown, and it’s “one of America’s best mid-sized cities”‘Moderate’ economics, politics, etc.Hubspot has us at absolute average for Twitter usageOnline survey of our ‘network’, including AMA and PRSA membersSample matches market demographics – org. types, sizes, etc.
- N=907 w/ Des Moines Business Record readershipAnswered for 2009 activity and 2010 forecasts1 in 5 said they’d spend more in 2010
- 2011 results… N=407 representing market demographics; no sample shift from 2010
- Nearly 80 percent use social media (+5 pts)Starting ‘in the last 12 months’ down 12 pts
- 75% are committing more than one person’s time to social media3 in 4 people directly responsible for the work are not devoting more than 1/4 of their timeSpending is flat year over year; 82% under $10k 1 in 4 says they will grow their budget in 2011NOTE: 65 hours/1.5 FTEs for 4 SM channels? http://www.cloudspark.com/2010/03/30/survey-says-65-hours-per-week-for-social-media/
- Nearly every organization is using social networks like FacebookUse of most other tools is flat, though online forums are down 13 pointsOnly 1 in 10 organizations are using online monitoring toolsB-M study of F100: 25% have ‘all four’ -- Twitter, Facebook, and YouTube accounts, and maintain a blog; was 20% in 2010.
- ‘Yes’ is up 5 pts88 percent say social media’s value will increase in 2011
- Full sample; N=2571 in 10 are monitoring52% have a process for responding
- Chartis thosewho say activity meets expectations (n=103); PR is +11pts here vs. sampleMedia mix is now earned,paid and owned
- Again, chart is thosewho say activity meets expectations (n=103); Internal collaboration +7pts (vs. sample)Customer support +5Lowering expenses +5New partnerships +3
- 6 in 10 with strategy are getting what they expect (vs. 4 in 10 without)Is social media just a channel?
- Satisified organizations are using more tools -- +15 videos, +13 blogs, +10 photos -- across more functions, especially PR and customer service
- More measurement= better outcomes?
- Chart is only those who are satisfied (N=99 with ‘meets expectations’):Customers + 27Media +27Employees + 22Government +8
- Listen – learn, respondKnow why… – let strategy drive value proposition and tools selectionIntegrate – beyond marketing, across functionsMeasure – proves value, enables quick adjustment