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Social Media Update 2010 Research into Dutch companies’ use and organization of social media by Bram Koster BrightTALK, March 9, 2010

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Bram Koster <ul><li>12 years experience in online marketing and comms </li></ul><ul><li>Has worked for: </li></ul><ul><ul><li>Unilever, Ericsson, McCain, Rituals, Bruna (as external consultant) </li></ul></ul><ul><ul><li>Organon, WoningNet, AkzoNobel (as employee) </li></ul></ul><ul><li>Now: Marketing & Communications Manager, ODMedia </li></ul><ul><ul><li>Video on demand services </li></ul></ul><ul><li>Holds MBA and MMM (master of marketing mngt) </li></ul>

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Bram Koster online

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Research questions What are companies doing with social media? How do they organize their social media activities?

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Research setup Collaboration with Jungle Minds , internet consultancy Online survey: 155 respondents Interviews: 14 respondents

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Very little experience 63% of respondents have been active in social media less than a year or have yet to start

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Expectations for 2010 73% expect growth or strong growth 0% expect decrease in resources

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Subjects covered in social media activities Heavy focus on products & services Much less on HR, sustainability, etc.

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Organizational baby steps Few people involved Small number of FTEs allocated No separate budgets

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First shoot and then find a target Companies use 5 different types of platforms Steep learning curve due to little experience and small number of people involved

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<ul><li>Top 3 B2B </li></ul><ul><li>Professional social networks </li></ul><ul><li>Microblogs </li></ul><ul><li>Personal social networks </li></ul><ul><li>Top 3 B2C </li></ul><ul><li>Personal social networks </li></ul><ul><li>Microblogs </li></ul><ul><li>Professional social networks / Video websites </li></ul>

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B2B vs B2C B2B has overtaken B2C in social media use (89% vs 77%) 53% of B2B companies started in 2009

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Industry reputation drives social media activities Companies in industries with low reputation are more active and have a broader scope in subjects Potential vicious circle

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Coordination of social media activities High reputation: 61% marketing in the lead Low reputation: 29% marketing in the lead

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Summary <ul><li>Companies in NL searching for use of social media </li></ul><ul><ul><li>What can they bring us? </li></ul></ul><ul><li>Companies searching for best way to use </li></ul><ul><ul><li>How do we take advantage of them? </li></ul></ul><ul><li>Social media hardly integrated into organization </li></ul><ul><ul><li>Experimental phase </li></ul></ul><ul><li>B2B leads use of social media </li></ul><ul><li>Reputation drives social media activities (and vice versa?) </li></ul><ul><li>Lack of best practices & shining examples </li></ul>

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Thank you for your attention!

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Literature <ul><li>Reputation Results of the Largest Companies in The Netherlands 2009 (report), Reputation Institute, 2009 </li></ul><ul><li>The Annual Reputation Institute Study in The Netherlands 2007 (presentatie), Reputation Institute, 2007 </li></ul>

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Image credits <ul><li>Slide 4: http://socialmediare.com/wp-content/uploads/2009/10/social-media-poll.jpg </li></ul><ul><li>Slide 5: http://upload.wikimedia.org/wikipedia/commons/4/4f/Framework_complexity_of_the_Pater_Noster_lighthouse.jpg </li></ul><ul><li>Slide 6: https://www.btowstore.com/WebRoot/BT2/Shops/Store2_002E_Shop1934/MediaGallery/Baby_0020_on_0020_PC.jpg </li></ul><ul><li>Slide 7: http://www.datajar.com.au/images/growth-graph.jpg </li></ul><ul><li>Slide 8: http://francisanderson.files.wordpress.com/2009/10/22725413_4a81cb9d43_b.jpg </li></ul><ul><li>Slide 10: http://sites.google.com/site/parentchildrelationslab/j0422533.jpg </li></ul><ul><li>Slide 12: http://ideaone.files.wordpress.com/2008/11/bigstockphoto_row_of_targets_3111843.jpg </li></ul><ul><li>Slide 15: http://www.treehugger.com/business-clean-energy-reform.jpg </li></ul><ul><li>Slide 16: http:// resolver.kb.nl/resolve?urn =urn:gvn:SFA01:002008434&role= image&size =variable </li></ul><ul><li>Please contact me if you feel I’m using any of these images wrongly or illegally. </li></ul>