During 2014, Harris Poll conducted 760+ surveys with global Enterprise organizations on behalf of Hootsuite. Research topics related to social media included: usage, benefits and challenges, strategies and implementation and usage and benefits of a management platform.

1. Social Business Benchmark
Global Findings
Join the conversation using #thesocialorg

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3. Susan Perry
Senior Manager Enterprise
Product Marketing,
Hootsuite
@JeanetteG
Speakers
@maventies
Jeanette Gibson
VP Community &
Customer Experience,
Hootsuite

4. During 2014, Harris Poll conducted 760+ surveys with
global Enterprise organizations on behalf of Hootsuite.
Research topics related to social media:
- Usage
- Benefits/challenges
- Strategies and implementation
- Usage and benefits of a management platform

5. Research Methodology
The online survey was completed by Harris Poll - leading global research
agency.
Respondents were comprised of:
- United States
- Canada
- Australia
- Indonesia
- Singapore
- Malaysia
- United Kingdom
- Germany

6. Summary of Research Findings
1. Social media is valued as a strategic driver, not just a marketing tactic
1. Social media is a growing part of organizations, no longer confined to
marketing
1. Social data provides organizations a competitive edge with their
industry
4. Organizations are not prepared to face a major social media crisis

7. Key Theme #1:
Social media is valued as a strategic
driver, not just a marketing tactic

8. A Look at the Data
Value from Social Media
Communicate directly with customers
Enhance relationships with existing customers
Generate new business
Resolve customer questions or complaints
Identify prospects (i.e., new customers)
Communicate with influencers and non-customer stakeholders
Engage with influencers (e.g., the media)
Develop relationships with non-customer stakeholders
Listen to conversations about their organization
Help to learn about my company's reputation
Monitor external conversations about our company
84%
74%
73%
72%
84%
76%
81%
79%

9. The Challenge
Although the growing importance is not lost on organizations. They also
recognized the need for executive buy-in and more resources
29%
of executives do not
understand the
importance of social
media as it relates to the
overall strategy
82%
require more resources
dedicated to social media
in their company

10. Tip: How to thrive through your social media journey
Build your foundation via a social “Center of Excellence” and move
towards an empowered organization
Center of Excellence: A social steering committee and/or dedicated
team that decides on infrastructure, process, policy, best practices,
education, and training around social media efforts within an
organization.
Key Responsibilities
• Discuss: monthly roundtables to share global practices and
Campaigns
• Make Decisions: issue resolution surrounding risk and security
• Share Content: leveraging content across multiple channels
and ensuring consistency in messaging

11. Key Theme #2:
Social media is a growing part of
organizations – no longer confined to
Marketing

12. A Look at the Data

13. Traditional Enterprise Structure
Product
Development
Finance Sales Marketing Customer
Service

14. New Social Organization
Marketing
Social
Consumer
Product
Developme
Finance Sales
nt
Customer
Service

15. The Challenge
With 9+ departments using social media, interdepartmental alignment is a
key struggle
Only 1 in 3 say their social
strategy is very/completely
aligned across various
departments

16. Tips: How to unify your social strategy across teams
 Share social media success stories and proven ROI
 Align social strategy to top business objectives
 Establish clear process documentation for audience engagement
 Roll-out social education programs to educate employees on best
practices, policy and guidelines

17. Key Theme #3:
Social data provides organizations a
competitive edge within their industry

18. A Look at the Data
Having a social media
presence is important to
staying competitive
Analyzing data about our
social media engagement
can help our company
improve our bottom line

19. The Challenge
Most organizations see the benefits in the data mined from social media,
yet most do not yet fully capitalize on it effectively
60%
are challenged in
turning social data
into something
actionable
56%
are challenged in
making sense of the
volume of social data
41%
of companies are able
to capitalize on social
data

20. Tips: How to become a social driven data organization
1. Use a social relationship platform that has easy-to-use, intuitive UI so
that employees across teams can access and surface actionable
insights
2. Connect your social data with other business data to get a
comprehensive view of organization results
2. Build standardized reports so that your organization is referencing &
tracking a consistent data set
4. Make your social results and metrics visible across the organization
to keep employees up-to-date i.e Command Center

21. Key Theme #4:
Organizations are not prepared to face
a major social media crisis

22. A Look at the Data

23. Tips: How to protect and prepare for a crisis
1. Conduct a social media asset audit to identify all accounts that are
connected to your brand
2. Implement permission levels to ensure that the RIGHT employees
have publishing access to your social media profiles
3. Perform a situational simulation to prepare for a social media issue or
crisis
4. Join forces with IT & Compliance to ensure your social media
engagement is in line with internal & external compliance guidelines

24. Summary of Research Findings:
1. Social media is valued as a strategic driver, not just a
marketing tactic
2. Social media is a growing part of organizations, no longer confined
to Marketing
3. Social data provides organizations a competitive edge within their
industry
4. Organizations are not prepared to face a major social media crisis

25. Q&A
Susan Perry
Senior Manager Enterprise
Product Marketing,
Jeanette Gibson
VP Community &
Customer Experience,
Hootsuite
Hootsuite
@maventies @JeanetteG

26. Thank You!
North America: @HootBusiness
Asia Pacific: @HootsuiteAPAC
United Kingdom: @Hootsuite_UK
#thesocialorg