Social Business BenchmarkGlobal Findings
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Susan Perry
Senior Manager Enterprise Product
Marketing, Hootsuite @JeanetteG
Speakers
@maventies
Jeanette Gibson
VP Community & Customer Experience,
Hootsuite
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
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
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 with their industry
4. Organizations are not prepared to face a major social media crisis
Key Theme #1: Social media is valued as a strategic driver, not just a marketing tactic
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%
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
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
Key Theme #2: Social media is a growing part of organizations – no longer confined to Marketing
A Look at the Data
Traditional Enterprise Structure
Product Development
Finance Sales Marketing Customer Service
New Social Organization
SocialConsumer
Marketing
Sales Finance
Product Developm
ent
Customer Service
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
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
Key Theme #3: Social data provides organizations a competitive edge within their industry
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
The Challenge
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
Most organizations see the benefits in the data mined from social media, yet most do not yet fully capitalize on it effectively
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
3. 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
Key Theme #4: Organizations are not prepared to face a major social media crisis
A Look at the Data
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
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
Q&A
Susan Perry
Senior Manager Enterprise Product
Marketing, Hootsuite @JeanetteG@maventies
Jeanette Gibson
VP Community & Customer Experience,
Hootsuite
Thank You!
North America: @HootBusinessAsia Pacific: @HootsuiteAPACUnited Kingdom: @Hootsuite_UK
#thesocialorg