adoption of social media for marketing and business development
Post on 17-Oct-2014
1.202 views
DESCRIPTION
This presentation contains research findings on the adoption of social media within the marketing research industry.TRANSCRIPT
![Page 1: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/1.jpg)
Adoption of Social Media forMarketing and Business
Development
Kristin LuckPresidentDecipher
Dana StanleyPresident
The Operandi Group
![Page 2: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/2.jpg)
About UsOnline survey
programmingData processing/reportingOnline survey reportingCustom technology
development Business consulting for
researchersSales/business
developmentMarketing/social media
![Page 3: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/3.jpg)
OverviewDefinition of social media(Mis)Perceptions of social mediaIndustry study resultsHow to integrate social media as part of your
business practice:LinkedInFacebookTwitterBlogging
Takeaways
![Page 4: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/4.jpg)
Definition
Social media is…
Participatory online media that utilize thegroup to write and direct content, rather
thanread-only media. Allows for direct contactbetween participants.
![Page 5: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/5.jpg)
(Mis) Perceptions of Social Media
Not essential for business.
Mostly used by teens or Gen Y.
Complicated.
Overwhelming.
![Page 6: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/6.jpg)
Social MediaMany ways to communicate online
EmailIM/ChatSocial NetworksBlogs
Social media are increasingly important to businesses in all industries
We are advising clients on how to utilize social media
How are we doing at taking advantage of social media to grow our own businesses?
![Page 7: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/7.jpg)
MethodologyOnline Survey Field Period: August 4-21, 2009
August 4-21 – Kristin and Dana’s Industry Contact Lists Email (1,358 unique records) Refer a Friend (250 referrals)
August 13-21 – Social Media Sites Kristin and Dana’s LinkedIn, Facebook and Twitter Profiles Email to Market Research Rocks! Facebook Group (3,190
members) Posting to Market Research Global Alliance Posting to LinkedIn Groups
Market Research Global Alliance Market Research Online MR Online Qualitative Research
![Page 8: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/8.jpg)
Methodology
IncentivesEveryone: Copy of MarginalsDrawing: Copy of Crosstabs and Report
Sample Size: 372139 from contact lists34 from friend referrals199 from social media sites
![Page 9: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/9.jpg)
Flash Questionnaire
![Page 10: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/10.jpg)
Flash Questionnaire
![Page 11: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/11.jpg)
Sample Distribution - Role
2%
2%
6%
15%
14%
61%
0% 10% 20% 30% 40% 50% 60% 70%
Field
Admin
Other
Sales/Marketing
Executive
Researcher
![Page 12: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/12.jpg)
Sample Distribution – Company Type
2%
6%
6%
11%
16%
70%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Research Association
Other
Agency
End User
Data Collection
Full Service Research
![Page 13: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/13.jpg)
Sample Distribution – Geography
1%
2%
10%
11%
77%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Africa
South America
Australasia
Europe
North America
![Page 14: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/14.jpg)
Sample Distribution – Associations
7%
11%
12%
17%
25%
33%
41%
48%
50%
0% 10% 20% 30% 40% 50% 60%
MRIA (Canada)
QRCA
AAPOR
MRS (UK)
ARF
CASRO
ESOMAR
AMA
MRA
![Page 15: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/15.jpg)
Technologies Tested
![Page 16: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/16.jpg)
Current Use
Email IM/Chat LinkedIn Facebook MySpace Twitter
Multiple Times / Day
Regularly
Occasionally
Don't Use Much
Never Tried
Never Heard0% 0% 3% 3% 1% 1%
0%8% 8% 9%
54%49%
0%6%
20% 20%
34%
20%
1%
12% 13%
33%
8% 12%
3%
26%
13%
24%
2%8%
97%
48%43%
11%2%
10%
![Page 17: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/17.jpg)
Women Use Twitter and Facebook More
99%
76%
55%
27%
3%
15%
100%
72%
58%
44%
5%
24%
0% 20% 40% 60% 80% 100%
IM/Chat
MySpace
% multiple times per day or regularly
Women
Men
![Page 18: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/18.jpg)
Women Use Twitter and Facebook More on Smartphones and PDAs
8%
15%
23%
29%
0% 20% 40%
% used on smartphone
Women
Men
![Page 19: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/19.jpg)
Marketing and Sales Professionals Tend to Use LinkedIn More Than
Executives% use "regularly"
47%
65%
59%
60%
56%
27%
19%
20%
17%
0% 10% 20% 30% 40% 50% 60% 70%
Executive
Marketing/Sales
Researcher
LinkedIn Facebook Twitter
![Page 20: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/20.jpg)
Past Year Use
Email IM/Chat LinkedIn Facebook MySpace Twitter
Increased
Stayed the Same
Decreased
N/A0%7%
13% 13%
55%49%
4% 7%
21%
11%
29%
4%
63%
16%
40%32%
12% 12%32%
70%
26%
44%
3%
35%
![Page 21: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/21.jpg)
Business/Personal Use
0%
20%
17%
10%
73%
55%
94%
67%
37%
88%
26%
35%
100%
58%
73%
27%
2%
26%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
IM/Chat
MySpace
Neither/NA Personal Business
![Page 22: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/22.jpg)
Positive Effect on Business
7%
8%
23%
28%
17%
24%
4%
12%
28%
25%
50%
40%
89%
80%
49%
45%
33%
36%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
IM/Chat
MySpace
Don't Know No Yes
![Page 23: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/23.jpg)
Have Used on Computer or Smartphone
74%
48%
35%
15%
7%
21%
100%
90%
88%
86%
45%
50%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
IM/Chat
MySpace
Smartphone/PDA Computer
![Page 24: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/24.jpg)
Done It?
3%7%
16%
20%21%22%
24%28%
31%31%
39%48%
58%61%
71%72%
78%
84%93%
0% 20% 40% 60% 80% 100%
LinkedIn Poll
Facebook Poll
Given Webinar
Searched Self Twitter Search
Written Blog
Joined MRGA
Google Alert
Sent Twitter
Received Twitter
Subscribed RSS
Commented on Blog
Joined LinkedIn Group
Attended Webinar
Created LinkedIn Profile
Joined Social Network
Searched Self Google
Facebook Posting
Read Blog
Sent/Received Text
![Page 25: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/25.jpg)
Much more buzz than
actual value so far.
Easy to get excited, hard to channel into actionable
stable results.
Hype, but does not
affect business at
all
In my company, they have
blocked a lot of social
networking websites that I
used to access.
I am not convinced that social media can
have a meaningful impact on
my business.
It really hasn't affected my company much considering most of the outlets and marketing we do is through newsletters.
![Page 26: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/26.jpg)
I am aware of the effect of social media. However, my company is still hesitant to take advantage of
this.Just figuring out what to do with it for a business;
in particular, how to take
advantage of Twitter as an
info and marketing channel.
More hours spent per week on
fragmented - a drain on internal employee time. And expectations about corporate presence on internet - is only
increasing. Sometimes maddening. Sometimes wonderful.
So far I think it has had a negative affect (sic) on productivity. However, it will be incredibly important to use, understand
and make the most of it from a marketing perspective as time goes on.
![Page 27: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/27.jpg)
It has provided us more channels to get the word out.
LinkedIn is the best prospecting tool ever created.
[S]ocial networks help to make business social again. Your clients and colleagues
can share in your life experiences.
As people move from company to
company, we know
immediately. This has resulted
in real sales dollars.
Through Facebook, LinkedIn, my blog, and Twitter I am keep in touch with people, before I
tended to keep in touch with companies.
It's had such an effect that we have a Social
Media Knowledge Manager who
gathers information
across our group of companies
We have recently launched a major social
media campaign to increase awareness of our brand. Don't know
yet the results.
Social media has helped us recruit consultants and
full-time hires, and has also been
helpful in gaining business leads.
![Page 28: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/28.jpg)
INTEGRATING SOCIAL MEDIA INTO YOUR MARKETING PLAN
![Page 29: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/29.jpg)
Create Your Own Social Media Success Story
Do you know these people?
Merrill Dubrow
Eric Bell
Brian LoCicero
Tom Anderson
Shelly Palmer
![Page 30: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/30.jpg)
Create Your Own Social Media Success Story
How about now?
Merrill Dubrow
Eric Bell
Brian LoCicero
Tom Anderson
Shelly Palmer
![Page 31: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/31.jpg)
Create Your Own Social Media Success Story
Do you know these companies?
Westin Hotels
United Airlines
Dr Martens
MRA
![Page 32: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/32.jpg)
Create Your Own Social Media Success Story
Get in the game.
Be inquisitive without overwhelming yourself!
Baby steps! Learn the basics and register. Start slowly, and integrate as your comfort level increases.
![Page 33: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/33.jpg)
Create Your Own Social Media Success StoryBenefits:CostRelevanceAccessibility (UberTwitter/Ping)TimelinessNetworkingPositioning/branding
Challenges:Can be time consuming(Quality) Content drivenMeasuring successMisuse
![Page 34: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/34.jpg)
Create Your Own Social Media Success StoryBest tools for marketing your business…LinkedInFacebookTwitterBlogging
Be realistic about your time investment:Low to Mid:
LinkedInFacebook
High:TwitterBlogging
![Page 35: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/35.jpg)
Using LinkedIn Look at who’s looking at your profile.
City search when traveling (who do you know in which cities?)
TripIt / SlideShare
Check out contact updates for new opportunities
Status updates
Respond to and create questions or polls (creating an “opinion
leader” profile)
Join/create groups
Information on prospective clients
See what others (competitors) are doing/announcing
Set up a company page (in addition to personal)
![Page 36: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/36.jpg)
How I use Twitter Daily
Benefits
![Page 37: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/37.jpg)
Using Facebook…Think through biz vs personal use (utilize subgroups)Create positive buzz around activities and travelUse it as a platform to talk about interests and initiativesUse it as a networking tool (MR Rocks! group) Investigate what is working for brands and what isn’tTarget content to specific “friend” subgroupsReserve your company nameCreate a fan page (iModerate)What to avoid…Extremist posts/rantingPosting questionable contentComplainingGetting too personalNot getting personal enough
![Page 38: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/38.jpg)
MARKET RESEARCH ROCKS SCREEN SHOT
![Page 39: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/39.jpg)
Twitter 101USE
“Microblogging”
Messages can be up to 140 characters
Send and receive messages either from the web or via a
mobile device
#mr hashtag
Lists
PURPOSE
Listening and engaging with clients and colleagues
Shrinks the emotional distance between you and your clients
Establish expertise and share information
Extension of online marketing initiatives
![Page 40: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/40.jpg)
Using TwitterOrganize instant meetings (tweetups)
Alert others to timely company activities
Direct attention to good things (“retweet” useful information)
Break news faster (great for press releases!)
Follow competitors
Business development tool
Augment customer service
Stay top of mind
Drive readers to blog/websites/webinars/events, etc
Meet people in the industry
![Page 41: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/41.jpg)
Blogging
Short, targeted essays on topics of interest to clients, prospects and colleagues.
Stay on topic.Build reputation for expertise.Setup does not need to be difficult.Utilize interactive features – video, audio.Integrate with corporate site.Drive traffic.Regularity of posts – key to driving repeat
visitors.Encourage “sharing.”Our industry is in need of more good blogs.You have a lot to share; find your voice.
![Page 42: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/42.jpg)
![Page 43: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/43.jpg)
![Page 44: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/44.jpg)
![Page 45: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/45.jpg)
Blogging
Short and frequent is betterDictate thoughts and stories, and transcribe
themCreate a schedule and rotate “due” datesFind out who on your team gets and enjoys
this stuff and assign them to help you out
At a minimum: Start reading industry blogs Reserve a domain
“I don’t have time!”
![Page 46: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/46.jpg)
Free Google Tools
Google Alerts
Google Analytics
Google Social Search - New
![Page 47: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/47.jpg)
Google Alerts
![Page 48: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/48.jpg)
Google Alerts
![Page 49: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/49.jpg)
Google Analytics
![Page 50: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/50.jpg)
Google Social Search
![Page 51: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/51.jpg)
Google Social Search
![Page 52: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/52.jpg)
Keys to Integrating Your Approach
Is it easy to find you?
Do all the pieces of your social media
marketing plan work together?
Is it easy to manage?
Do you know what you want your “social
media brand” to be? Is it consistent?
Know what your intent and policies are…
![Page 53: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/53.jpg)
How I use Twitter Daily
Benefits
![Page 54: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/54.jpg)
Tools To Bring It All Together
FriendFeed
Ping.fm
TweetDeck
UberTwitter/TwitterBerry/TwitterFeed/Echofon
![Page 55: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/55.jpg)
Takeaways
Use of social media for marketing is increasing- both among our clients and within our industry.
Measurement of marketing success utilizing social media is still challenging. Try not to make comparisons to traditional media.
Explore ways to integrate social media as part of your marketing campaign. Take the plunge!
Be realistic about your objectives and time commitments.
![Page 56: Adoption of Social Media for Marketing and Business Development](https://reader034.vdocument.in/reader034/viewer/2022051816/5440e8b0b1af9f034c8b458c/html5/thumbnails/56.jpg)
Contact Us!
Kristin LuckPresident, [email protected]
m
Dana StanleyPresident, The Operandi [email protected]