Download - Social Media Update 2010
Transcript
- 1. Social Media Update 2010 Research into Dutch companies use and organization of social media by Bram Koster BrightTALK, March 9, 2010
- 2. Bram Koster
- 12 years experience in online marketing and comms
- Has worked for:
-
- Unilever, Ericsson, McCain, Rituals, Bruna (as external consultant)
-
- Organon, WoningNet, AkzoNobel (as employee)
- Now: Marketing & Communications Manager, ODMedia
-
- Video on demand services
- Holds MBA and MMM (master of marketing mngt)
- 3. Bram Koster online
- 4. Research questions What are companies doing with social media? How do they organize their social media activities?
- 5. Research setup Collaboration with Jungle Minds , internet consultancy Online survey: 155 respondents Interviews: 14 respondents
- 6. Very little experience 63% of respondents have been active in social media less than a year or have yet to start
- 7. Expectations for 2010 73% expect growth or strong growth 0% expect decrease in resources
- 8. Subjects covered in social media activities Heavy focus on products & services Much less on HR, sustainability, etc.
- 9.
- 10. Organizational baby steps Few people involved Small number of FTEs allocated No separate budgets
- 11.
- 12. First shoot and then find a target Companies use 5 different types of platforms Steep learning curve due to little experience and small number of people involved
- 13.
- 14.
- Top 3 B2B
- Professional social networks
- Microblogs
- Personal social networks
- Top 3 B2C
- Personal social networks
- Microblogs
- Professional social networks / Video websites
- 15. B2B vs B2C B2B has overtaken B2C in social media use (89% vs 77%) 53% of B2B companies started in 2009
- 16. Industry reputation drives social media activities Companies in industries with low reputation are more active and have a broader scope in subjects Potential vicious circle
- 17.
- 18.
- 19. Coordination of social media activities High reputation: 61% marketing in the lead Low reputation: 29% marketing in the lead
- 20. Summary
- Companies in NL searching for use of social media
-
- What can they bring us?
- Companies searching for best way to use
-
- How do we take advantage of them?
- Social media hardly integrated into organization
-
- Experimental phase
- B2B leads use of social media
- Reputation drives social media activities (and vice versa?)
- Lack of best practices & shining examples
- 21. Thank you for your attention!
- 22. Literature
- Reputation Results of the Largest Companies in The Netherlands 2009 (report), Reputation Institute, 2009
- The Annual Reputation Institute Study in The Netherlands 2007 (presentatie), Reputation Institute, 2007
- 23. Image credits
- Slide 4: http://socialmediare.com/wp-content/uploads/2009/10/social-media-poll.jpg
- Slide 5: http://upload.wikimedia.org/wikipedia/commons/4/4f/Framework_complexity_of_the_Pater_Noster_lighthouse.jpg
- Slide 6: https://www.btowstore.com/WebRoot/BT2/Shops/Store2_002E_Shop1934/MediaGallery/Baby_0020_on_0020_PC.jpg
- Slide 7: http://www.datajar.com.au/images/growth-graph.jpg
- Slide 8: http://francisanderson.files.wordpress.com/2009/10/22725413_4a81cb9d43_b.jpg
- Slide 10: http://sites.google.com/site/parentchildrelationslab/j0422533.jpg
- Slide 12: http://ideaone.files.wordpress.com/2008/11/bigstockphoto_row_of_targets_3111843.jpg
- Slide 15: http://www.treehugger.com/business-clean-energy-reform.jpg
- Slide 16: http:// resolver.kb.nl/resolve?urn =urn:gvn:SFA01:002008434&role= image&size =variable
- Please contact me if you feel Im using any of these images wrongly or illegally.