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Prof. Steven Van Belleghem
Managing Partner
InSites Consulting
Mail me: steven@insites.eu
Follow me: @steven_insites

Thibaud De Meester
Research Consultant
InSites Consulting
Mail me: thibaud@insites.eu
Follow me: @tdemeester
About
this       InSites Consulting conducted a
research   quantitative online survey among
report     400 senior marketing managers.
           The field work of the study is
           conducted by SSI (Survey Sampling
           International).

           Markets included are the US and
           the UK.

           The goals of the study are:
           understanding the current adoption
           level of social media among
           corporations and getting insights in
           the integration of social media in
           their business processes.
Key Learnings
68% of companies have a Facebook page
56% own a Twitter account
47% have a company page on LinkedIn
4 out of 10 companies are still in the early stages of integration
of social media. 14% state having social media fully integrated
in their business processes.




                  26%                24%            23%




                                                                    14%
  12%



Doing nothing   First steps in   Pilot phase in    Integrating   Social media is
 with social    social media     social media     social media     integrated
    media
First conclusion:

Adoption of social networks is high,
integration of social media is low.


However, our study shows several
benefits of integrating social media
in your business processes.
The impact of marketing
communication increases
  when social media is
   more integrated in
your business processes.
Social media integration leads to more satisfied
customers.
Positive correlation
between level of social
media integration and
financial results of
companies.
Three pillars to successfully integrate social
media in your business processes.

    Tangible investments in
    education and technology                           Impact mkt
                                                     communication
  Strategic integration of social
 media in planning, organisational               Customer satisfaction
     structure and goal setting

 Social Media strategy fully in line                 Financial results
  with culture and values of the
           organization


                                          Social
                                          media
                                       integration
About
the next
slides     In the next part of the presentation,
           you can dive into the details of this
           research project.

           We are happy to share all details
           and to have a conversation about
           the results.

           For all feedback & suggestions:

           Steven@insites.eu
           @steven_insites
B2B adoption of social media

Model for successful integration
        of social media

 Integrate social media step by
              step

Measure social media integration
B2B adoption of social media

Model for successful integration
        of social media

 Integrate social media step by
              step

Measure social media integration
On which of the following social media is your company active?


     Facebook                                             69%

        Twitter                                     57%

      LinkedIn                                48%

      YouTube                               43%

    A corporate
                              23%
       blog
      MySpace           11%

         Flickr        9%
                                    Companies adopt the largest social
    Foursquare     8%
                                    networks.
          Bebo    5%
                                    Facebook, Twitter and LinkedIn show the
      Delicious   5%
                                    highest adoption among companies.
On which of the following social media is your company active?


                 <500       500+           B2C          B2B


               66%          72%             78%         60%


               54%          60%             57%         57%


               49%          48%             38%         58%


               39%          47%             44%         42%

There is a slightly higher adoption of social media among large
companies, but differences are small. B2C companies have a higher
interest in Facebook, whereas B2B companies focus on LinkedIn.
Adoption of Twitter is identical.
On which of the following social media is your company active?



                        Products      Services

                           66%         70%


                           48%         58%


                           35%         59%


                           52%         34%


In general, service companies tend to use more social networks.
Only YouTube is used more among companies that develop products.
On which of the following social media is your company active?



           FMCG &                                                      Travel &
                      Healthcare   Finance     Media    Tech & Telco
            Retail                                                     Leisure


            82%         73%         74%         87%         87%         90%


            54%         42%         68%         81%         80%         71%


            38%         42%         56%         50%         73%         45%


            53%         48%         52%         52%         61%         49%


Twitter scores high in Finance, Media, Tech & Telco and the travel
industry. LinkedIn peaks in Finance and Tech & Telco.
B2B adoption of social media

Model for successful integration
        of social media

 Integrate social media step by
              step

Measure social media integration
Tangible investments in
   education and technology

 Strategic integration of social
media in planning, organisational
    structure and goal setting
Social Media strategy fully in line
 with culture and values of the
          organization

                                           Impact mkt
                                         communication
                       Social
                       media          Customer satisfaction
                    integration
                                        Financial results
4 out of 10 companies are still in the early stages of integration of
social media. 14% state having social media fully integrated in their
business processes.




                  26%                24%            23%




                                                                    14%
  12%



Doing nothing   First steps in   Pilot phase in    Integrating   Social media is
 with social    social media     social media     social media     integrated
    media
To what extent is social media integrated in your company?



                          <500   500+         B2C          B2B

  Doing nothing with
        social media     15%     8%           11%          12%

     First small steps
                         30%     23%          27%          25%
 Setting up/ running
       pilot projects    23%     25%          26%          22%
    Integrating social
               media     20%     31%          22%          28%
Social media are fully
          integrated     12%     13%          14%          12%


    Smaller companies integrated social media less than bigger
    corporations. There is hardly any difference between B2B and B2C.
To what extent is social media integrated in your company?



                                   Products   Services
            Doing nothing with
                  social media       20%       9%

               First small steps
                                     29%       32%
           Setting up/ running
                 pilot projects      30%       22%
              Integrating social
                         media       15%       22%
          Social media are fully
                    integrated        6%       15%


Service companies show a higher integration of social media in their
business processes than product developing companies.
To what extent is social media integrated in your company?



                         FMCG &                                                  Travel &
                                   Healthcare   Finance   Media   Tech & Telco
                          Retail                                                 Leisure

  Doing nothing with
        social media      4%         4%          1%       2%         6%           0%

     First small steps
                         25%         31%         32%      13%        10%          24%
 Setting up/ running
       pilot projects    23%         24%         27%      20%        15%          35%
    Integrating social
               media     30%         32%         26%      41%        46%          21%
Social media are fully
          integrated     18%         8%          14%      24%        23%          20%


       Media and Tech & Telco followed by travel companies have the highest
       integration level of social media.
B2B adoption of social media

Model for successful integration
        of social media

 Integrate social media step by
              step

Measure social media integration
Main barriers to integrate social media:




 39%: lack of top management support

 42%: no fit with product offering

 48%: no clear financial benefits
Three levels of change needed to integrate social media:


 Personal change      Structural change      Cultural change
Personal change



                                 I think our
                             employees are open
     I think our employees are open towards
                               towards new
           new technologies and social media
                             technologies and
                                                                  32%                           34%                        24%               7% 2%
                                                                                                                                                1%
                                                                                                                                                     66%
                                 social media
           My company is currently investing
in technologies for its employees to facilitate           15%                 26%                   23%              16%               18%      2%   41%
                     the usage of social media

 My company is doing big efforts to increase
       the knowledge level of social media               14%                  27%                     26%               18%             15%     1%   41%
                     among its employees

                              People from the top
       People from the top management of my
                            management of
                            company are very
 my company are very active on social media
                                active on social
                                                          15%                 25%                     26%               18%             13%     2%   40%
                                     media
                                My company has
  My company has official training programs
                               official training
       about social media for programs about
                              its employees             12%             17%              17%          16%                     37%               1%   29%
                               social media for its
                                   employees
                              My company thinks
My company thinks that all of its employees
                               that all of its
        should have socialemployees should
                             media training              14%            13%              25%                18%                  28%            3%   26%
                               have social media
                                    training
                                                      I totally agree     4    Neutral     2   I totally disagree   I don’t know
Structural change




                  My company is trying to integrate                     31%                                    35%                             18%              7%      6% 2%    67%
         social media in its existing marketing plans
                  My company is using social media
              to get better results out of its existing               25%                           32%                              23%                  8%           9% 1%     58%
                                   marketing actions
         My company has a dedicated person/team
                         working on social media
                                                                       30%                              28%                        18%               9%           14%       2%   57%

               It is very clear who is responsible for
               social media projects in my company
                                                                      27%                           30%                            18%                14%              10% 1%    57%
                                        My company is
  My company is working in cross-functionalin cross-
                                    working teams                19%                          35%                                  25%                    11%         6%    4%   55%
                                        functional teams
                                    My company allows
           My company allows its employees to use
                                  its employees to use
                social media during working during
                                   social media hours
                                                                18%                     25%                           21%                14%                    21%         1%   43%
                                       working hours
                                      My company has a
My company has a clear social media policy in media
                                   clear social place           18%                20%                          22%                  18%                    19%             3%   38%
                                        policy in place
                                     My company has a
       My company has a clear view on how to use
                                 clear view on how to
                       the different social media
                                   use the different
                                                              14%                 24%                             27%                          22%                    10%   2%   38%
                                        social media
                                                           I totally agree    4     Neutral         2         I totally disagree         I don’t know
Cultural change




        Very clear & well defined company values                       34%                                 29%                        22%                8%      7% 1%     63%
                     Live up to our company values            18%                               36%                             30%                      11%     4%2%      53%
        Culture and strategy are equally important               19%                            33%                            29%                      12%      4%2%      53%
                 Do not have a social media policy,
                        but uses a code of conduct          14%                           35%                          21%                  14%           12%        4%    49%
        Is actively re-defining our company values            18%                        26%                           32%                        15%           8%    2%   43%
   Make culture tangible in everything that it does         14%                     28%                                35%                         14%          7% 2%      42%
                           All the employees know
                      the company values by heart                19%                 19%                         28%                   16%               14%          4%   39%
    Social media is put high on the list of priorities      13%                    25%                          28%                   14%                17%          3%   38%
                  Our company culture is changing
                         because of social media
                                                           11%               21%                          29%                         22%                 15%         2%   32%
The culture / values are more important than skills        11%               21%                            36%                             20%                10%    2%   32%
              when hiring someone in my company
              Cooperation with employees is ended          11%               20%                          32%                          23%                7%         7%    31%
         if there is no fit with the company culture     I totally agree      4      Neutral          2   I totally disagree     I don’t know
After investing in training & technology,
the best way to start the integration process is
through a few pilot   projects.
When choosing pilots, consider this:
- Have more than 1 pilot project
- Centre of excellence is informed &
  consulted
- Different people & departments
  involved
- Create business impact
- Create learnings

The final selection of projects is made
by using this feasibility/return matrix.
Best pilots to start with during the integration of social media:



                                      Increase presence on sm sites            56%




                                      Build a community of fans               53%




                                      Support a product launch via sm   45%




                                      Create sm account   26%



                           Start a
                          corporate   Corporate blog   22%
                            blog
Ideal situation: combination of quick wins and strategic investments.
Companies that have
fully integrated social
media in their structure
use an average of 4
different social media
channels.
Adapt the structure:
 Conversation Manager takes leading role in integration process.




28% of companies
in USA and UK have a
dedicated person/team
assigned to integrate social
media in their organisation.
After first experiences in pilot projects and clear structure (Conversation
Manager), the next step is full integration of social media in business
processes.
Integration should be in line with company values.
Our study shows that values like ‘openness’,
‘authenticity’ and ‘happiness’ make the social
media integration process easier.
B2B adoption of social media

Model for successful integration
        of social media

     Integrate social media
          step by step

Measure social media integration
What is the goal of fully
integrating social media
in a company’s structure?
What is considered
to be the most valuable
performance indicators?


Leads generated via social media



Volume in online reach



Adoption sm by employees



Impact of online conversations



Influence indicators
And by the way, I am Steven, hope
you like my work.

I am managing partner of a pretty
cool market research & consultancy
agency, InSites Consulting.
We re-connect companies with
their consumers.

I’m also a marketing professor at
the Vlerick Management School.

I wrote the award winning bestseller
‘The Conversation Manager’ and
travel around the world to inspire
people with this story.
Thank you!


Let’s connect on LinkedIn

Follow me on Twitter
@steven_insites

For questions & feedback:
Steven@insites.eu

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Social Media Integration Survey

  • 1. Prof. Steven Van Belleghem Managing Partner InSites Consulting Mail me: steven@insites.eu Follow me: @steven_insites Thibaud De Meester Research Consultant InSites Consulting Mail me: thibaud@insites.eu Follow me: @tdemeester
  • 2. About this InSites Consulting conducted a research quantitative online survey among report 400 senior marketing managers. The field work of the study is conducted by SSI (Survey Sampling International). Markets included are the US and the UK. The goals of the study are: understanding the current adoption level of social media among corporations and getting insights in the integration of social media in their business processes.
  • 4. 68% of companies have a Facebook page 56% own a Twitter account 47% have a company page on LinkedIn
  • 5. 4 out of 10 companies are still in the early stages of integration of social media. 14% state having social media fully integrated in their business processes. 26% 24% 23% 14% 12% Doing nothing First steps in Pilot phase in Integrating Social media is with social social media social media social media integrated media
  • 6. First conclusion: Adoption of social networks is high, integration of social media is low. However, our study shows several benefits of integrating social media in your business processes.
  • 7. The impact of marketing communication increases when social media is more integrated in your business processes.
  • 8. Social media integration leads to more satisfied customers.
  • 9. Positive correlation between level of social media integration and financial results of companies.
  • 10. Three pillars to successfully integrate social media in your business processes. Tangible investments in education and technology Impact mkt communication Strategic integration of social media in planning, organisational Customer satisfaction structure and goal setting Social Media strategy fully in line Financial results with culture and values of the organization Social media integration
  • 11. About the next slides In the next part of the presentation, you can dive into the details of this research project. We are happy to share all details and to have a conversation about the results. For all feedback & suggestions: Steven@insites.eu @steven_insites
  • 12. B2B adoption of social media Model for successful integration of social media Integrate social media step by step Measure social media integration
  • 13. B2B adoption of social media Model for successful integration of social media Integrate social media step by step Measure social media integration
  • 14. On which of the following social media is your company active? Facebook 69% Twitter 57% LinkedIn 48% YouTube 43% A corporate 23% blog MySpace 11% Flickr 9% Companies adopt the largest social Foursquare 8% networks. Bebo 5% Facebook, Twitter and LinkedIn show the Delicious 5% highest adoption among companies.
  • 15. On which of the following social media is your company active? <500 500+ B2C B2B 66% 72% 78% 60% 54% 60% 57% 57% 49% 48% 38% 58% 39% 47% 44% 42% There is a slightly higher adoption of social media among large companies, but differences are small. B2C companies have a higher interest in Facebook, whereas B2B companies focus on LinkedIn. Adoption of Twitter is identical.
  • 16. On which of the following social media is your company active? Products Services 66% 70% 48% 58% 35% 59% 52% 34% In general, service companies tend to use more social networks. Only YouTube is used more among companies that develop products.
  • 17. On which of the following social media is your company active? FMCG & Travel & Healthcare Finance Media Tech & Telco Retail Leisure 82% 73% 74% 87% 87% 90% 54% 42% 68% 81% 80% 71% 38% 42% 56% 50% 73% 45% 53% 48% 52% 52% 61% 49% Twitter scores high in Finance, Media, Tech & Telco and the travel industry. LinkedIn peaks in Finance and Tech & Telco.
  • 18. B2B adoption of social media Model for successful integration of social media Integrate social media step by step Measure social media integration
  • 19. Tangible investments in education and technology Strategic integration of social media in planning, organisational structure and goal setting Social Media strategy fully in line with culture and values of the organization Impact mkt communication Social media Customer satisfaction integration Financial results
  • 20. 4 out of 10 companies are still in the early stages of integration of social media. 14% state having social media fully integrated in their business processes. 26% 24% 23% 14% 12% Doing nothing First steps in Pilot phase in Integrating Social media is with social social media social media social media integrated media
  • 21. To what extent is social media integrated in your company? <500 500+ B2C B2B Doing nothing with social media 15% 8% 11% 12% First small steps 30% 23% 27% 25% Setting up/ running pilot projects 23% 25% 26% 22% Integrating social media 20% 31% 22% 28% Social media are fully integrated 12% 13% 14% 12% Smaller companies integrated social media less than bigger corporations. There is hardly any difference between B2B and B2C.
  • 22. To what extent is social media integrated in your company? Products Services Doing nothing with social media 20% 9% First small steps 29% 32% Setting up/ running pilot projects 30% 22% Integrating social media 15% 22% Social media are fully integrated 6% 15% Service companies show a higher integration of social media in their business processes than product developing companies.
  • 23. To what extent is social media integrated in your company? FMCG & Travel & Healthcare Finance Media Tech & Telco Retail Leisure Doing nothing with social media 4% 4% 1% 2% 6% 0% First small steps 25% 31% 32% 13% 10% 24% Setting up/ running pilot projects 23% 24% 27% 20% 15% 35% Integrating social media 30% 32% 26% 41% 46% 21% Social media are fully integrated 18% 8% 14% 24% 23% 20% Media and Tech & Telco followed by travel companies have the highest integration level of social media.
  • 24. B2B adoption of social media Model for successful integration of social media Integrate social media step by step Measure social media integration
  • 25. Main barriers to integrate social media: 39%: lack of top management support 42%: no fit with product offering 48%: no clear financial benefits
  • 26. Three levels of change needed to integrate social media: Personal change Structural change Cultural change
  • 27. Personal change I think our employees are open I think our employees are open towards towards new new technologies and social media technologies and 32% 34% 24% 7% 2% 1% 66% social media My company is currently investing in technologies for its employees to facilitate 15% 26% 23% 16% 18% 2% 41% the usage of social media My company is doing big efforts to increase the knowledge level of social media 14% 27% 26% 18% 15% 1% 41% among its employees People from the top People from the top management of my management of company are very my company are very active on social media active on social 15% 25% 26% 18% 13% 2% 40% media My company has My company has official training programs official training about social media for programs about its employees 12% 17% 17% 16% 37% 1% 29% social media for its employees My company thinks My company thinks that all of its employees that all of its should have socialemployees should media training 14% 13% 25% 18% 28% 3% 26% have social media training I totally agree 4 Neutral 2 I totally disagree I don’t know
  • 28. Structural change My company is trying to integrate 31% 35% 18% 7% 6% 2% 67% social media in its existing marketing plans My company is using social media to get better results out of its existing 25% 32% 23% 8% 9% 1% 58% marketing actions My company has a dedicated person/team working on social media 30% 28% 18% 9% 14% 2% 57% It is very clear who is responsible for social media projects in my company 27% 30% 18% 14% 10% 1% 57% My company is My company is working in cross-functionalin cross- working teams 19% 35% 25% 11% 6% 4% 55% functional teams My company allows My company allows its employees to use its employees to use social media during working during social media hours 18% 25% 21% 14% 21% 1% 43% working hours My company has a My company has a clear social media policy in media clear social place 18% 20% 22% 18% 19% 3% 38% policy in place My company has a My company has a clear view on how to use clear view on how to the different social media use the different 14% 24% 27% 22% 10% 2% 38% social media I totally agree 4 Neutral 2 I totally disagree I don’t know
  • 29. Cultural change Very clear & well defined company values 34% 29% 22% 8% 7% 1% 63% Live up to our company values 18% 36% 30% 11% 4%2% 53% Culture and strategy are equally important 19% 33% 29% 12% 4%2% 53% Do not have a social media policy, but uses a code of conduct 14% 35% 21% 14% 12% 4% 49% Is actively re-defining our company values 18% 26% 32% 15% 8% 2% 43% Make culture tangible in everything that it does 14% 28% 35% 14% 7% 2% 42% All the employees know the company values by heart 19% 19% 28% 16% 14% 4% 39% Social media is put high on the list of priorities 13% 25% 28% 14% 17% 3% 38% Our company culture is changing because of social media 11% 21% 29% 22% 15% 2% 32% The culture / values are more important than skills 11% 21% 36% 20% 10% 2% 32% when hiring someone in my company Cooperation with employees is ended 11% 20% 32% 23% 7% 7% 31% if there is no fit with the company culture I totally agree 4 Neutral 2 I totally disagree I don’t know
  • 30. After investing in training & technology, the best way to start the integration process is through a few pilot projects.
  • 31. When choosing pilots, consider this: - Have more than 1 pilot project - Centre of excellence is informed & consulted - Different people & departments involved - Create business impact - Create learnings The final selection of projects is made by using this feasibility/return matrix.
  • 32. Best pilots to start with during the integration of social media: Increase presence on sm sites 56% Build a community of fans 53% Support a product launch via sm 45% Create sm account 26% Start a corporate Corporate blog 22% blog
  • 33. Ideal situation: combination of quick wins and strategic investments.
  • 34. Companies that have fully integrated social media in their structure use an average of 4 different social media channels.
  • 35. Adapt the structure: Conversation Manager takes leading role in integration process. 28% of companies in USA and UK have a dedicated person/team assigned to integrate social media in their organisation.
  • 36. After first experiences in pilot projects and clear structure (Conversation Manager), the next step is full integration of social media in business processes.
  • 37. Integration should be in line with company values. Our study shows that values like ‘openness’, ‘authenticity’ and ‘happiness’ make the social media integration process easier.
  • 38. B2B adoption of social media Model for successful integration of social media Integrate social media step by step Measure social media integration
  • 39. What is the goal of fully integrating social media in a company’s structure?
  • 40. What is considered to be the most valuable performance indicators? Leads generated via social media Volume in online reach Adoption sm by employees Impact of online conversations Influence indicators
  • 41. And by the way, I am Steven, hope you like my work. I am managing partner of a pretty cool market research & consultancy agency, InSites Consulting. We re-connect companies with their consumers. I’m also a marketing professor at the Vlerick Management School. I wrote the award winning bestseller ‘The Conversation Manager’ and travel around the world to inspire people with this story.
  • 42. Thank you! Let’s connect on LinkedIn Follow me on Twitter @steven_insites For questions & feedback: Steven@insites.eu