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Web 2 0 In Business Today Pilot Survey 082007

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Web 2 0 In Business Today Pilot Survey 082007

  1. 1. Collin Canright, Principal 773 248-8935 Pilot Study to Look at Awareness and Usage of Web 2.0 in Businesses Today – An Evalueserve Report August 16, 2007 Bart Zehren, Client Executive 847 864-7159
  2. 2. Research Objective and Methodology Objective To shed light on how organizations know about web 2.0, how they use Web 2.0 and how it may improve results with prospects, customers, vendors, and employees. Methodology Email invitations were sent to 5,540 executives of which 275 answered by answering at least one question, but one in three disqualified for the complete survey due to lack of awareness. The response base for most questions in this pilot study ranges from approximately 110 to 150. The sample for this survey was provided by e-mailing lists from the following sources: Canright & Paule : 1,340 invitations emailed 6/20 and reminders emailed 7/2 lawmarketing.com : 4,200 invitations emailed 6/27 and reminders emailed 7/3 The survey primarily contained closed-ended questions with some open-ends. After the data was collected, it was cleaned and checked for logical consistency. Quantitative analysis primarily comprised frequencies and cross-tabulations. The findings were also cross-tabulated by company size and age of the respondents. Open-ended responses of qualitative questions were visually screened for identifying trends. 2
  3. 3. Pilot Study Executive Summary • Real awareness of Web 2.0’s relevance, but interest leads by far over knowledge, understanding • Specific knowledge of Web 2.0 language, terminology appears low, scattered and selective • Expected impact on business seems focused on external benefits involving customers, service and marketing • Resistance/Challenges to Web 2.0: Free expression by employees or customers leading to loss of brand control; lack of knowledge, difficulty proving ROI and integrating it effectively • Media habits re: Web 2.0 center around Google, the all-purpose search solution; Seth’s Blog leads other blogs
  4. 4. Web 2.0’s Basic Impact Effect Has Begun: Awareness Underway, but Interest Leads Knowledge and Understanding 4
  5. 5. One Third of Respondents have Never Heard of Web 2.0 and Opted-out of Most of the Subsequent Analysis • Majority of the respondents have heard about Web 2.0 but are not thoroughly familiar with it “Diverse Awareness Levels of Web 2.0” N = 275 5 Q1. Have you ever heard or read anything about the phrase Web 2.0?
  6. 6. One Expert “Respondent” Neatly Defined Web 2.0 • Web 2.0: “Participative web, including user generated content, where users are actors of the knowledge available on the web” – Respondent who did not complete our survey
  7. 7. Web 2.0 Identified as Next Generation Web Technology; Greater Interactivity is a Commonly Cited Aspect • Next Generation of Web Environment - “To me, it means learning new technology and watching the industry updates; to the company, it presents new ways to reach our audience and new options to offer to advertisers” - “Social networks, online communities, users create content/share content instead of search for content providers” - “It means a new generation of web services: collaboration, community and conscience” - “New opportunities to deliver legal services and information over the internet” • Interactivity - “New interactive online products and strategies” - “It means a tremendous opportunity to reinvent our Web presence to engage members interactively” - “A more interactive site as opposed to a billboard” - “Interactivity; Web self-service; User-created content; Web services” - “Using the internet as an interactive communication tool with clients and prospects” 7 Q2. Based on whatever you may know or have heard, what does the phrase Web 2.0 mean to you and/or to your company?
  8. 8. Closely Following Interactivity: Idea that Web 2.0 has to do with Web Communities of Shared Interests • Web 2.0 for building and sustaining communities - “To me, Web 2.0 means ‘community’; the internet is no longer a place to just go find information, it is now a community where people share and contribute” - “It means a higher level of two-way, user driven interactivity where increasingly its less push at the customer and more towards enabling ‘pull’ choices, enabling integrated service and enabling and aligning behind communities” - “Use of interactive participation tools to communicate and create community” - “It's the social web; Web 2.0 isn't necessarily a new ‘web,’ it's an evolution of the web that focuses more on community, communication, and self-publishing” - “Low overhead consumer focused media retail and service companies” • Some stressed the business side of things, even at the risk of showing some misunderstanding about Web 2.0 - “Open-source architecture, focus on information over products and end-user collaboration/ influence/ownership” - “Advances in the way the web is used, including to promote business; more interactivity” - “Products being compatible and ready to support new platform; testing and configurations are in place to ensure that no major disruptions occur; synergies” 8 Q2. Based on whatever you may know or have heard, what does the phrase Web 2.0 mean to you and/or to your company?
  9. 9. All Web 2.0 Activity Accounted for by Two Thirds of These ‘Aware’ Firms; One Third Remains Inactive • More than a third have actively researched Web 2.0 themselves and/or think their competitors or their colleagues are using it • An advanced 25% subgroup has already incorporated Web 2.0 into their businesses Web 2.0 Activity N = 112 9 Q3a. Which of these activities you have done or are aware of with regard to Web 2.0?
  10. 10. Blogs lead for Incorporating Web 2.0; then Collaborative Brainstorming/Knowledge Sharing Seems to Catch On Blogs • “We have started using blogs and are researching a social network environment, which we plan to add in the next few months” • “I've created a blog for my business and have marketed that blog through various social bookmarking sites and feed software” • “Blogging, wikis, social networks” • “Our company has blogs; I am also personally an active participant in Facebook” Collaborative Environments • “Especially around internal collaboration; nascent for collaboration with clients” • “We are using Microsoft SharePoint to build collaborative sites for the purposes of sharing information and coordinating with employees in various offices stretching across five states” • “Enabled some limited user communities - not as fully free form as 2.0 might imply; we are using it for internal employee interactions and community” • “Created and use listserv to communicate to candidates and interested individuals about job openings and updates from my firm” 10 Q3b. In what ways have you incorporated Web 2.0 into your business?
  11. 11. Most Find Web 2.0 Interesting and Relevant to their Businesses, but Feel they Lack Knowledge • Nearly 80% are (extremely or very) interested in learning more about Web 2.0 technologies • Relevance follows (62%), but only 17% feel extremely/very knowledgeable about the subject Appeal of Web 2.0 N = 109 N = 109 N = 106 11 Q11. How 1) Relevant 2) Interesting 3) Knowledgeable is Web 2.0 to your business?
  12. 12. Respondents Want to Know Specifics on How Web 2.0 can be Successfully Implemented in their Firms How to adopt Web 2.0 in their current business and how the new technology will help them • “A 60-minute ‘get your arms around it’ Webinar that would permit me to identify areas that I personally should explore in the short term or that I thought the company should” • “How they can be used strategically in business (not just a ‘nice to have’)?” • “How many of these applications can be beneficial in a services marketing environment, rather than a product marketing environment?” • “I'd like to know more about the analytical tools being deployed by the service industries, as opposed to the product or commerce-oriented organizations” • “I need a plan on which ones I need and in what order, how to integrate them and control them and use them; I need to then figure out how to market my firm because I am using them” Cost of adopting Web 2.0 • “What tools would make sense? How much time and money to devote? Is this taking me away from the work at hand? Hype?” • “The biggest challenge for me is not any of the options in Q9 - it's the budget - this stuff takes money to build” 12 Q12: What would you like to know about the development of Web 2.0 technologies from this point forward?
  13. 13. …and Some Successful Case Studies Successful adoption of web 2.0 by other businesses • “Give me some examples of companies doing this; help me understand from a business and marketing perspective the advantages and disadvantages; give me some guidance on baby steps to move towards this new technology” • “I'd like to discuss what others have tried - successful or not” • “Much of it is focused or has been successful in the B2C world; or just for play - Youtube & Facebook” • “How it's being used by law firms, how many firms are using it, and how to get the ‘older’ generation of law firm leaders to adopt it” To summarize: “What tools would make sense? How much time and money to devote?” -- 50-54 year old engineer in a small consulting/professional firm 13 Q12: What would you like to know about the development of Web 2.0 technologies from this point forward?
  14. 14. Awareness/Familiarity with Web 2.0 Terminology Awareness / Knowledge of Specifics is Low and Selective 14
  15. 15. Nearly Half are Familiar With Web 2.0 as a ‘Business Designation’ Though One Third Have “Never Heard” of That • Business 2.0 is next with 19% familiar with or using it • Awareness and familiarity of all the other 2.0 designations are dramatically lower, as two in three respondents have never heard of any of them Online Business Designations N = 90 N = 107 N = 106 N = 106 N = 107 N = 106 N = 105 N = 102 Q7a. How familiar are you with each of these online business designations, denoting new or broader uses of the Internet by business? 15 *The percentages may not add up to hundred due to rounding-off.
  16. 16. For Actual User Involvement, Wikipedia, LinkedIn and YouTube are Leading the Way Among Social Websites • MySpace and Facebook: the only other social sites to achieve familiarity among a majority • Most have never heard of 15 (of 21) sites and none are using Riya, Viewpoints and Technomeme Familiarity with Social Networking Websites N = 150 N = 152 N = 151 N = 149 N = 151 N = 149 N = 145 N = 149 N = 145 N = 148 N = 148 N = 145 N = 147 N = 146 N = 146 N = 144 N = 148 N = 144 N = 145 N = 145 N = 145 Q7b. How familiar are you with each of these social networking websites? 16 *The percentages may not add up to hundred due to rounding-off.
  17. 17. Most Familiar and Widely-Used Tools: Blogs, Podcasts, RSS Feeds, Social Networking and Wikis • Nearly 50% or more have never heard of Social Bookmarking, Tagging/Folksonomy and Mashups Familiarity with Web 2.0 Tools N = 149 N = 150 N = 151 N = 148 N = 150 N = 149 N = 146 N = 149 N = 148 N = 148 Q7c. How familiar are you with each of these Web 2.0 tools? 17 *The percentages may not add up to hundred due to rounding-off.
  18. 18. Leading Web 2.0 Marketing Communication Tools: User Generated Content and Viral Marketing • Two in three have never heard of Citizen Marketing and Long Tail Familiarity with Marketing Communication Tools N = 147 N = 149 N = 148 N = 147 N = 148 Q7d. How familiar are you with each of these marketing communication tools? 18 *The percentages may not add up to hundred due to rounding-off.
  19. 19. Development Tools are the Most Specialized Elements of Web 2.0; Only XML and XHTML are Widely Known • 19% are already involved with or using XML, while 17% are using CSS and 13% XHTML • Only 5% are using SOA and 72% have never heard of Software as a Service (SaaS) Familiarity with Web Development Tools N = 149 N = 149 N = 149 N = 146 N = 149 N = 143 Q7e. How familiar are you with each of these web development tools? 19 *The percentages may not add up to hundred due to rounding-off.
  20. 20. 2 respondents pointed out Advertising 2.0 and Virtual Reality on the Web (Second Life Systems) as technologies that should have been covered in our survey Others felt that we had covered all relevant terms and technologies of interest Q7f. If we missed any others terms, technologies or Web 2.0 concepts that are relevant to your business, please enter them here. 20
  21. 21. Influence on Businesses External Focus is First, Involving Customers and Marketing 21
  22. 22. Talking with Customers is the Strongest Factor Driving Belief in Web 2.0’s Applicability to Business • 80% think that using Web 2.0 for customer communications does apply to their businesses already (not necessarily already in use), or that it will apply in the near future • Employee collaboration is a distant second (53%), followed by talking with suppliers/vendors (37%) Application Areas of Web 2.0 in Business N = 112 22 Q4. Which, if any, of these purposes and uses of Web 2.0 apply to your business or that you think will apply in the near future?
  23. 23. Web 2.0’s Main Revenue Impacts: Traditional Marketing, Customer Service, Branding and Customer Acquisition • “Modern” applications involving internal and external collaboration are seen by far fewer businesses as likely to influence their revenues, though even for these the expected impact is notable Impact on Business Revenues N = 112 23 Q5. In the near future, how do you see Web 2.0 influencing your business revenues?
  24. 24. Implementation of Web 2.0 is Expected to Increase Sales, Competitive Edge and Customer Satisfaction • 55% respondents expect that Web 2.0 will increase their competitive edge, while 51% expect it to increase customer satisfaction Expectations About Using Web 2.0 N = 106 N = 104 N = 106 24 Q6. How likely is it that Web 2.0 will help your business in the near future in any (or all) of these three ways?
  25. 25. Main Expected Areas of Impact on Marketing Strategies: Social Networking, Ease of Collaboration by Employees Impact by Social and Business Networking • Customers/Marketing - “I am using LinkedIn to try to connect with potential clients/employers for my marketing services; I look forward to using Web 2.0 for my clients, but I don't want to use it for the sake of using it, where it's not useful or effective” - “Creating an online branded community of dedicated followers will position the business and cement customer relationships” - “The key for my business is interaction with the prospective client that moves them through a sales cycle funnel to my most wanted responses; to the extent this occurs and there is a lot of traffic I can make a difference and make money; I think Web 2.0 can help with this process” - “I am hoping this is a new avenue for marketing to the next generation, a way to communicate and become more connected; I'd like to think it will be easier to obtain feedback from our clients, speed service and offer a better form of communication” • Internal Collaboration - “I believe that the collaborative sites we are implementing within the marketing/sales/strategic planning department are the most important and impactful application of Web 2.0 that we have; the use of these technologies is still in the nascent stages, but it's already made communicating among our group much easier; it should make coordinating strategies and initiatives easier and more efficient in the future” Q10: Of all the different aspects and components of Web 2.0 we’ve discussed in this survey which, if any, will have the most 25 significant impact on your company’s marketing strategies in future?
  26. 26. Content Aggregation and Management are also Seen as Impact Points • Content management and delivery - “Being constantly user-focused and developing new ways to deliver content to users will have a big impact on our strategy; we will most likely continue to shy away from user-contributed content” - “Content aggregation” - “Ajax seems to hold the most promise for building and distributing content” - “Social networking, tagging, content aggregation” Q10: Of all the different aspects and components of Web 2.0 we’ve discussed in this survey which, if any, will have the most 26 significant impact on your company’s marketing strategies in future?
  27. 27. Resistance / Challenges to Using Web 2.0 Excess Free Expression, Loss of Brand Control; Lack of Expertise, Proving ROI, Integrating Into Work Flow and Measurement 27
  28. 28. Adoption of Web 2.0 Apt to Face Some Resistance Due to Concern Over Employees’ or Customers’ Comments • Overall, resistance is modest, but does increase with concerns about what employees and customers might say online and about maintaining control over the brand - areas worth addressing in the future Resistance to Acceptance of Web 2.0 N = 103 N = 104 N = 105 N = 105 N = 103 N = 103 28 Q8. In your business, how much resistance to the acceptance or adoption of Web 2.0 is likely to arise, or has already occurred, due to each of these reasons?
  29. 29. Lack of Expertise and Difficulty Proving ROI are Major Obstacles to Using Web 2.0 Technologies • Two other related types of challenges recognized by approximately half of these firms center around integrating Web 2.0 into current processes/technologies and measuring results Challenges to Using Web 2.0 N = 111 29 Q9. What do you see as the biggest challenges to using Web 2.0 technologies?
  30. 30. Sources of Information Google #1 Source by Far Over the Leading Traditional Media: WSJ, NYT; Among Blogs: Seth’s is #1 30
  31. 31. Logical, Overwhelming Choice for Information on Web 2.0 is Google, Followed Far Behind by Traditional Media • The highly regarded traditional sources, The Wall Street Journal and The New York Times, reflect the business character of our sample and the news media in general Information Sources for Web 2.0 N = 111 31 Q13. On which of these publications or sources do you rely for information about Web 2.0?
  32. 32. Seth’s Blog is the Most Read Web 2.0 Related Blog • Almost half of the respondents do not read any of these blogs Blogs Related to Web 2.0 N = 111 32 Q14. Which of the following Web 2.0 related blogs do you read?
  33. 33. Demographics Reflective of Our Pilot Sample: Adv’g /PR Execs and Attorneys, with Range of Sales and Ages 33
  34. 34. One in Four of our Respondents Work in Advertising, PR or Communications; Next are Executives and Lawyers • Very few are in IT, Research or Finance/Accounting Job Function N = 147 34 Q17. What of these descriptions comes closest to explaining your job function?
  35. 35. Place of Work and Nature of Businesses • More than 70% of these companies do not have overseas Location of Company Office operations, but 16% of our respondents do work in offices outside the USA • 39% operate both at home and an office away from home • 45% have a business in legal services • 31% have offices in just 1 location; among the 69% with multiple offices, the average number of locations worldwide is 8 N = 109 Place of Work Operations Outside the USA Type of Industry N = 141 N = 145 N = 150 Q15. Do you work at home or at an office away from home? Q16. Which of these industries is your business in? Q18. In which state is your company office (where you work) located ? 35 Q19. Do you have any international operations outside the USA?
  36. 36. Most Firms Responding (58%) Have <$5 Million Annual Sales, with Nearly 1 in 3 Having <$500,000 • 40% have from $½ million to $10 million, but a few are large firms: 10% more than $500 million sales Annual Total Sales Volume N = 109 36 Q20. What is your company's annual total sales volume?
  37. 37. Bulk of Our Respondents - 48% - are in the Prime of Their Careers: 40 to 54 Years of Age • Relatively few at the extremes: 12% are young, i.e., under 30, and only 8% are 60 or older Age N = 146 37 Q21. What is your age?
  38. 38. Thank You
  39. 39. Evalueserve’s Six Synergistic Competencies Investment Research Data and Financial Analytics Business Research Intellectual Market Research Property and Legal Research Slide 39 © Evalueserve, 2007. All Rights Reserved - Privileged and Confidential