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Yorkshire Social Media Survey 2010

Yorkshire Social Media Survey 2010

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The Yorkshire Social Media Survey ran from 1st to 30th November 2010 and was answered by companies within the Yorkshire Region. The aim of the survey was to understand how different sized companies in Yorkshire are using social media in their business and what return on investment they see from the campaigns.

The Yorkshire Social Media Survey ran from 1st to 30th November 2010 and was answered by companies within the Yorkshire Region. The aim of the survey was to understand how different sized companies in Yorkshire are using social media in their business and what return on investment they see from the campaigns.

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Yorkshire Social Media Survey 2010

  1. 1. Yorkshire Social Media Survey November 2010 E:charlotte@optimumexposure.co.uk T: 0113 225 2500 F: 0845 280 2368 M: 07970 28069 Optimum Exposure is a trading name of Republic of Yorkshire Ltd, a company registered in England and Wales . Registered Number: 6813370. Registered Office: Technology House, 237 Lidgett Lane, Leeds, LS17 6QR
  2. 2. Executive Summary The survey ran from 1st to 30th November 2010 and was answered by companies within the Yorkshire Region. The aim of the survey was to understand how different sized companies in Yorkshire are using social media in their business and what return on investment they see from the campaigns. The main difference is how SME versus Large companies are using social media in their businesses. Smaller and medium businesses (1 – 49 employees) feel that social media has be responsible for creating or helping create sales or new business. LinkedIn is a more important business tool to small businesses which is reflected in the fact that more of the key people within a small business are promoting themselves on LinkedIn compared to a medium or large organisations. Whereas larger companies (50+ employees) are not promoting as much on LinkedIn, nor are their key people actively using LinkedIn. Companies are using tools such as blogs, Twitter and LinkedIn more than video content (YouTube). Which makes sense as there is more investment required to creating a professional video compared to setting up a blog. Companies overall are using social media to boost their PR activity with 75% respondents said social media had been responsible for creating positive PR about the company and 40% saying social media had helped mitigate any PR problems. Companies are promoting their social media sites on their websites with 55% respondents are linking their social profiles online on the home page of their website and 30% saying they have a dedicated page on their site for 'community' aspects, which sign-post people to the various sites. This research paints a picture that Yorkshire companies that are engaged with social media as a key business tool are finding social media helps create or contribute to finding new business. Companies are also using social media to boost their PR activities and feel that social media has helped mitigate PR problems. Charlotte Britton, MD Optimum Exposure says 'Social Media is becoming a core part of the marketing mix. Companies that are adopting the technologies and techniques are creating a competitive advantage for themselves as more people are using sites such as Twitter, LinkedIn and blogs. Companies need to understand the objectives and metrics for success before embarking on any activity, so they know what success looks like as the campaign grows' E:charlotte@optimumexposure.co.uk T: 0113 225 2500 F: 0845 280 2368 M: 07970 28069 Optimum Exposure is a trading name of Republic of Yorkshire Ltd, a company registered in England and Wales . Registered Number: 6813370. Registered Office: Technology House, 237 Lidgett Lane, Leeds, LS17 6QR
  3. 3. Headline Results • 82% of respondents said they used LinkedIn to promote their business with 67% saying there key individuals were using LinkedIn to promote their business. 47% of respondents said they updated their LinkedIn profile weekly. • 82% of respondent said they used Twitter a part of their business (to find customers, new business etc) with 57% respondents saying they updated their Twitter account daily. • 75% of respondents said they used a blog as part of their business strategy with 40% saying they updated their blog weekly. • 50% of respondents are using YouTube as part of their business strategy with 30% saying they were unsure how often the company updates the account. • An astounding 37% said they felt social media has been responsible for saving money in support or customer relations, with 25% saying that they felt it had certainly contributed towards it. • 57% respondents said social media had been responsible for or contributing towards creating new business and sales. • 75% respondents said social media had been responsible for creating positive PR about the company and 40% saying social media had helped mitigate any PR problems. • 55% respondents are linking their social profiles online on the home page of their website and 30% saying they have a dedicated page on their site for 'community' aspects, which sign post people to the various sites. • 67% of respondents are using tracking within their company and their campaign but 52% are not tracking the industry and anything which might impact their industry overall. • 80% of the respondents use social media personally as well as for business and 47% of them said that their employees don't use social media specifically for business. • LinkedIn is more important business tool to small businesses which is reflected in the fact that the more of the key people within a small business are promoting themselves on LinkedIn compared to a medium or large organisation. • All companies small, medium or large are committed to ensuring their Twitter account is updated on a daily basis. • Smaller businesses are more committed to updating their blog on a weekly basis. The main reason being would be that smaller companies are usually owner managed and therefore their credibility is important to the success of the campaigns, and that they will usually have a direct involvement within the blog. • Smaller and medium business feel that social media has be responsible for creating or helping create sales or new business. E:charlotte@optimumexposure.co.uk T: 0113 225 2500 F: 0845 280 2368 M: 07970 28069 Optimum Exposure is a trading name of Republic of Yorkshire Ltd, a company registered in England and Wales . Registered Number: 6813370. Registered Office: Technology House, 237 Lidgett Lane, Leeds, LS17 6QR
  4. 4. Results of the Yorkshire Social Media Survey Facebook Questions 52% of respondents are using Facebook as part of their business strategy but only 37% of companies are updating the information on Facebook Fan Page regularly. E:charlotte@optimumexposure.co.uk T: 0113 225 2500 F: 0845 280 2368 M: 07970 28069 Optimum Exposure is a trading name of Republic of Yorkshire Ltd, a company registered in England and Wales . Registered Number: 6813370. Registered Office: Technology House, 237 Lidgett Lane, Leeds, LS17 6QR
  5. 5. LinkedIn Questions 82% of respondents said they used LinkedIn to promote their business with 67% saying there key individuals were using LinkedIn to promote their business. 47% of respondents said they updated their LinkedIn profile weekly. E:charlotte@optimumexposure.co.uk T: 0113 225 2500 F: 0845 280 2368 M: 07970 28069 Optimum Exposure is a trading name of Republic of Yorkshire Ltd, a company registered in England and Wales . Registered Number: 6813370. Registered Office: Technology House, 237 Lidgett Lane, Leeds, LS17 6QR
  6. 6. E:charlotte@optimumexposure.co.uk T: 0113 225 2500 F: 0845 280 2368 M: 07970 28069 Optimum Exposure is a trading name of Republic of Yorkshire Ltd, a company registered in England and Wales . Registered Number: 6813370. Registered Office: Technology House, 237 Lidgett Lane, Leeds, LS17 6QR
  7. 7. Twitter Questions 82% of respondent said they used Twitter a part of their business (to find customers, new business etc) with 57% respondents saying they updated their Twitter account daily. E:charlotte@optimumexposure.co.uk T: 0113 225 2500 F: 0845 280 2368 M: 07970 28069 Optimum Exposure is a trading name of Republic of Yorkshire Ltd, a company registered in England and Wales . Registered Number: 6813370. Registered Office: Technology House, 237 Lidgett Lane, Leeds, LS17 6QR
  8. 8. Blog Questions 75% of respondents said they used a blog as part of their business strategy with 40% saying they updated their blog weekly. E:charlotte@optimumexposure.co.uk T: 0113 225 2500 F: 0845 280 2368 M: 07970 28069 Optimum Exposure is a trading name of Republic of Yorkshire Ltd, a company registered in England and Wales . Registered Number: 6813370. Registered Office: Technology House, 237 Lidgett Lane, Leeds, LS17 6QR
  9. 9. YouTube Questions 50% of respondents are using YouTube as part of their business strategy with 30% saying they were unsure how often the company updates the account. E:charlotte@optimumexposure.co.uk T: 0113 225 2500 F: 0845 280 2368 M: 07970 28069 Optimum Exposure is a trading name of Republic of Yorkshire Ltd, a company registered in England and Wales . Registered Number: 6813370. Registered Office: Technology House, 237 Lidgett Lane, Leeds, LS17 6QR
  10. 10. Return on Investment Questions An astounding 37% said they felt social media has been responsible for saving money in support or customer relations, with 25% saying that they felt it had certainly contributed towards it. 57% respondents said social media had been responsible for or contributing towards creating new business and sales. 75% respondents said social media had been responsible for creating positive PR about the company and 40% saying social media had helped mitigate any PR problems. E:charlotte@optimumexposure.co.uk T: 0113 225 2500 F: 0845 280 2368 M: 07970 28069 Optimum Exposure is a trading name of Republic of Yorkshire Ltd, a company registered in England and Wales . Registered Number: 6813370. Registered Office: Technology House, 237 Lidgett Lane, Leeds, LS17 6QR
  11. 11. E:charlotte@optimumexposure.co.uk T: 0113 225 2500 F: 0845 280 2368 M: 07970 28069 Optimum Exposure is a trading name of Republic of Yorkshire Ltd, a company registered in England and Wales . Registered Number: 6813370. Registered Office: Technology House, 237 Lidgett Lane, Leeds, LS17 6QR
  12. 12. Linking Social Media Presence and Tracking 55% respondents are linking their social profiles online on the home page of their website and 30% saying they have a dedicated page on their site for 'community' aspects, which sign post people to the various sites. Most of the blogs set up are on a separate domain (something like blog.domain.com) rather then being on the main website (domain.com/blog). Which means that the blogs are being set up separately rather than integrating into the rest of the website. 67% of respondents are using tracking within their company and their campaign but 52% are not tracking the industry and anything which might impact their industry overall. E:charlotte@optimumexposure.co.uk T: 0113 225 2500 F: 0845 280 2368 M: 07970 28069 Optimum Exposure is a trading name of Republic of Yorkshire Ltd, a company registered in England and Wales . Registered Number: 6813370. Registered Office: Technology House, 237 Lidgett Lane, Leeds, LS17 6QR
  13. 13. Usage Questions 80% of the respondents use social media personally as well as for business and 47% of them said that their employees don't use social media specifically for business. E:charlotte@optimumexposure.co.uk T: 0113 225 2500 F: 0845 280 2368 M: 07970 28069 Optimum Exposure is a trading name of Republic of Yorkshire Ltd, a company registered in England and Wales . Registered Number: 6813370. Registered Office: Technology House, 237 Lidgett Lane, Leeds, LS17 6QR
  14. 14. Business Questions A range of companies completed the survey with SME and large organisations being the main categories. With 47% of people who answered the survey being the business owner and 22% who were the MD / CEO / Partner in a business. Comparing Employee Numbers on Key Questions Have you used LinkedIn as part of your business (i.e. to find customers, research clients, online networking, groups etc)? Have you used LinkedIn as part of your business Have you used LinkedIn as part of your business Have you used LinkedIn as part of your business Small Business (1 - 10 Employees) Medium Businesses (11 - 49 Employees) Large Businesses: 50+ Employees Yes No Yes Yes No No The smaller the business the more important LinkedIn is their overall business strategy in terms of finding customers, researching customers and online networking E:charlotte@optimumexposure.co.uk T: 0113 225 2500 F: 0845 280 2368 M: 07970 28069 Optimum Exposure is a trading name of Republic of Yorkshire Ltd, a company registered in England and Wales . Registered Number: 6813370. Registered Office: Technology House, 237 Lidgett Lane, Leeds, LS17 6QR
  15. 15. Are your key people promoting your company through LinkedIn? Are your key people promoting your company through LinkedIn? Are your key people promoting your company through LinkedIn? Small Business: 1 - 10 Employees Medium Business: 11 - 49 Employees Yes Yes No No Unsure Unsure Are your key people promoting your company through LinkedIn? Large Business: 50+ Employees Yes No Unsure LinkedIn is more important business tool to small businesses which is reflected in the fact that the more of the key people within a small business are promoting themselves on LinkedIn compared to a medium or large organisation. E:charlotte@optimumexposure.co.uk T: 0113 225 2500 F: 0845 280 2368 M: 07970 28069 Optimum Exposure is a trading name of Republic of Yorkshire Ltd, a company registered in England and Wales . Registered Number: 6813370. Registered Office: Technology House, 237 Lidgett Lane, Leeds, LS17 6QR
  16. 16. How often do you post messages to your Twitter account? How often do you post messages to your Twitter account? How often do you post messages to your Twitter account? Small Business: 1 - 10 Medium: 11 - 49 Employees Daily Daily Weekly Weekly Monthly Monthly Less than Monthly Less than Monthly Unsure Unsure How often do you post messages to your Twitter account? Large Business: 50+ Employees Daily Weekly Monthly Less than Monthly Unsure All companies small, medium or large are committed to ensuring their Twitter account is updated on a daily basis. E:charlotte@optimumexposure.co.uk T: 0113 225 2500 F: 0845 280 2368 M: 07970 28069 Optimum Exposure is a trading name of Republic of Yorkshire Ltd, a company registered in England and Wales . Registered Number: 6813370. Registered Office: Technology House, 237 Lidgett Lane, Leeds, LS17 6QR
  17. 17. How often do you add posts to your blog? How often do you add posts to your blog? How often do you add posts to your blog? Small Business 1 - 10 Employees Medium Business: 11 - 49 Employees Daily Weekly Daily Monthly Weekly Less than Monthly Monthly Less than Unsure Monthly Unsure How often do you add posts to your blog? Large Business: 50+ Emloyees Daily Weekly Monthly Less than Monthly Unsure Smaller businesses are more committed to updating their blog on a weekly basis. The main reason being would be that smaller companies are usually owner managed and therefore their credibility is important to the success of the campaigns, and that they will usually have a direct involvement within the blog. E:charlotte@optimumexposure.co.uk T: 0113 225 2500 F: 0845 280 2368 M: 07970 28069 Optimum Exposure is a trading name of Republic of Yorkshire Ltd, a company registered in England and Wales . Registered Number: 6813370. Registered Office: Technology House, 237 Lidgett Lane, Leeds, LS17 6QR
  18. 18. Has social media been responsible saving you any money in support or customer relations? Has social media been responsible saving you any Has social media been responsible saving you any money in support or customer relations? money in support or customer relations? Small Business: 1 - 10 Employees Medium Company: 11 - 49 Employees It Contributed It Contributed No No Yes Yes Unsure Has social media been responsible saving you any money in support or customer relations? Large Business: 50+ Employees It Contributed No Yes Unsure Smaller companies say that social media has been responsible for saving money in support or customer relations compared to large companies. E:charlotte@optimumexposure.co.uk T: 0113 225 2500 F: 0845 280 2368 M: 07970 28069 Optimum Exposure is a trading name of Republic of Yorkshire Ltd, a company registered in England and Wales . Registered Number: 6813370. Registered Office: Technology House, 237 Lidgett Lane, Leeds, LS17 6QR
  19. 19. Has social media been responsible for creating or helping to create any sales or new business? Has social media been responsible for creating or Has social media been responsible for creating or helping to create any sales or new business? helping to create any sales or new business? Small Business: 1 - 10 Employees Medium Business: 11 - 49 Employees Yes Yes No No Unsure Unsure Has social media been responsible for creating or helping to create any sales or new business? Large Business: 50+ Employees Yes No Unsure Smaller and medium business feel that social media has be responsible for creating or helping create sales or new business. From experience social media will have more of a direct impact on a small business compared to a large company. E:charlotte@optimumexposure.co.uk T: 0113 225 2500 F: 0845 280 2368 M: 07970 28069 Optimum Exposure is a trading name of Republic of Yorkshire Ltd, a company registered in England and Wales . Registered Number: 6813370. Registered Office: Technology House, 237 Lidgett Lane, Leeds, LS17 6QR
  20. 20. Methodology The online survey was set up using Wufoo. Companies within Yorkshire were specifically targeted for answering the survey The survey was sent out via : • Twitter to @charlottebritto 900+ Followers using the #Yorkshire tag • RT's by Yorkshire Companies on Twitter • Email to over 200 business owners and senior business people in Yorkshire • LinkedIn Message sent to over 100 contacts (which were different to the email contacts) We had 40 responses from the survey which were a mixture of business sizes and positions within the company. It is recognised that the survey was distributed in an electronic format online, therefore the individuals who will have answered this will be more fluent in online technology and hence will be self selecting and will have biased the results. E:charlotte@optimumexposure.co.uk T: 0113 225 2500 F: 0845 280 2368 M: 07970 28069 Optimum Exposure is a trading name of Republic of Yorkshire Ltd, a company registered in England and Wales . Registered Number: 6813370. Registered Office: Technology House, 237 Lidgett Lane, Leeds, LS17 6QR

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