highlights of 2011 smb social business study

Sanjeev AggarwalLaurie McCabe

Brent LearyArjun Aggarwal

04/10/2023 1

Highlights of 2011 SMB Social Business StudySmall Business (1-99 employee) Segment

© SMB Group and CRM Essentials

Agenda

• Small Business Social Media Adoption• Social Media Benefits and Value• Social Media Challenges• Examples of Small Business Social Media Tools and

Solutions• Information about 2012 SMB Group Research Studies

04/10/2023 2© SMB Group and CRM Essentials

Summary of Key Findings

04/10/2023 3

Who

Challenges

Why

Benefits

Adoption accelerating

Trial and error

approach

Getting results

Fueling business growth

Respondent Demographics

04/10/2023 4

Financial Services/Banking/ Insurance; 6% Manufacturing - Process (Oil,

Gas, Pharmaceuticals); 2%Manufacturing - Discrete (Au-

tomobile, Electronic Equipment etc.); 3%

Healthcare, Medical & Dental; 4%

IT Services/technology/VAR/ systems integrator; 3%

Professional Services (Consult-ing, Accounting, Legal); 18%

Education; 2%

Government State and Local; 1%

Construction/ Real Estate; 9%

Retail; 13%Wholesale/Distribution; 6%

Utilities/Communications/Tele-

com; 1%

Agriculture; 2%

NGO or Not for Profit; 6%

Personal Services, including beauty, pet care, dry cleaning

services; 4%

Other; 19%

Company Size Breakdown

1-19 employees: 89%20-49 employees: 8%50-99 employees: 3%

Industry Breakdown

SBs Top Business Goals and Business Activities

04/10/2023 5

Does your company currently have any activities or programs in place for the following?

Total

0% 10% 20% 30% 40% 50% 60%

5%9%

13%14%

16%17%

20%26%27%27%

35%35%

40%49%

Generate new leadsConnect with people who aren't customersImprove service/support and customer retentionImprove market awareness for the companyCreate more/better interaction with customers/prospectsGenerate more web site trafficMonitor and enhance company reputationGather competitive intelligence/researchAnalyze data to improve knowledge of market trends, etc.Improve internal collaboration

Top 5 SB Business Goals1. Attracting new customers: 30%2. Growing Revenue3. Maintaining Profitability4. Improving cash flow5. Improving customer satisfaction

and retention

Top activities that SBs engage in align squarely with top business

goals

SB Use/Plans for Social Media

• 49% of SBs are using social media today

• 31% plan to use it• SMBs that use social media in a

strategic and structured way are more likely to use it for more activities, use more channels and be satisfied or very satisfied with outcomes

• SBs are using social media centers to help achieve top business goals—focus is on customer facing/revenue generating activities

• In some cases--social media has reached/exceeded use of older traditional and digital media for these activities

04/10/2023 6

Which of the following best describes your company's use and/or planned use of social media to engage with your customers or

prospects?

Currently use social media in a strategic

and struc-tured way; 131; 23%

We don't cur-rently use so-

cial media, but plan to

do so within the next 12

months; 142; 25%

We do not currently use social media and have no

plans do so in the next 12

months; 171; 31%

Currently use social media in an ad hoc,

informal way; 114; 20%

Small Business

{49%


How Do SBs Use/Plan to Use Social Media for these Activities?

Which of the following ways are you using OR planning to use social media for your business?

04/10/2023 7

Generate new leads; 22%

Connect with people who aren't cus-tomers; 21%

Improve market awareness for the company; 21%

Generate more web site traffic; 21%

Create more/better interaction with customers/prospects; 21%

Monitor and enhance and enhance company reputation; 18%

Improve service/support and customer retention; 17%

Bring voice of the customer into the company; 11%

Analyze data to improve knowledge of market trends, etc.; 11%

Gather competitive intelligence/research; 10%

Improve internal collaboration; 10%Get input for product development; 7% Aid new employee recruitment; 7%


Social media is becoming a key mechanism to

support key customer/revenue focused goals and

activities

Using social media to make the

phone ring, drive traffic to their

Web sites, physical locations

Role of Social Media in Helping SBs: Generate New Leads

What types of tools does your company use OR plan to use in the next 12 months to accomplish these activities?

04/10/2023 8

Total0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

45% 44%46%

42% 41%

% V

alid

Cas

es


Activity: Generate new leads

CR

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Role of Social Media in Helping SBs: Connect with People Who aren’t Customers

04/10/2023 9


Activity: Connect with people who aren’t customers

Total0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

37%

42%40%

42% 41%

% V

alid

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Role of Social Media in Helping SBs: Improve Customer Service and Retention

04/10/2023 10


Activity: Improve Customer Service and Retention

Total0%

10%

20%

30%

40%

50%

60%

48%

43%

37%

43%39%

% V

alid

Cas

es

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Role of Social Media in Helping SBs: Improve Market Awareness for the Company

04/10/2023 11


Activity: Improve Market Awareness for the Company

Total0%

10%

20%

30%

40%

50%

60%

46% 46%49% 49%

42%

% V

alid

Cas

es

CR

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Activity: Create more/better interaction with customers/prospects

Role of Social Media in Helping SBs: Create More/Better Interaction with Customers/Prospects

04/10/2023 12


Total0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

35%37%

41%

32% 33%

Customer relationship/contact management applicationsEmail, web online chat, web conferencing, phoneSocial media (blogs, Twitter, LinkedIn, Facebook, etc.)Traditional print and/or broadcast advertising, direct mailSearch engine marketing (i.e. Google AdWords)

% V

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How Satisfied Are SBs with the Results they Are Achieving from Social Media in these Areas?

How satisfied are you with the results you are achieving from your current use and investment in social media?


Generate new leads and/or sales

Improve market awareness for the company

Generate more web site traffic

Connect with people who aren't customers

Monitor and enhance and enhance company reputation

Improve service/support and customer retention

Gather competitive intelligence/research

Aid new employee recruitment

Create more/better interaction with customers/prospects

Improve internal collaboration

Analyze data to improve knowledge of market trends, etc.

Bring voice of the customer into the company

Get input for product development

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

12%

12%

14%

14%

15%

16%

17%

17%

18%

19%

22%

26%

30%

40%

45%

40%

45%

44%

48%

46%

59%

50%

44%

32%

38%

28%

39%

37%

37%

28%

34%

30%

26%

23%

23%

30%

34%

28%

38%

8%

6%

9%

12%

6%

6%

8%

0%

9%

7%

7%

7%

4%

0%

0%

0%

1%

0%

0%

2%

0%

0%

0%

4%

0%

0%

56%

58%

59%

52%

59%

57%

59%

Top Social Media Channels SBs Use and Plan to Use

Which of the following social media channels does your company proactively use

OR plan to use to help you engage and interact with customers and prospects?


Geo location service (e.g. Foursquare)

Coupon services (Groupon, LivingSocial, etc.)

Social bookmarking sites such as Digg, Delicious, Reddit, etc. to favorite and share in-formation

User review sites (e.g. Yelp! Epinions, Amazon.com, Angie's List, etc.)

Company branded blog(s)

Company YouTube presence to post videos about company, products, expertise, etc.

Company/individual Twitter handles to represent and engage the company

Company participation in relevant LinkedIn forums, discussions, etc.

Post comments on related blogs

Company participation in industry-specific communities

Industry-specific online social communities

Engage and/or post content on relevant Facebook groups

Company Facebook page

0%10%

20%30%

40%50%

60%70%

80%90%

100%

4%

7%

8%

12%

13%

14%

17%

20%

20%

22%

22%

28%

37%

10%

17%

13%

19%

31%

28%

20%

26%

23%

32%

26%

26%

35%

86%

76%

80%

69%

56%

58%

62%

54%

58%

46%

53%

46%

28%

Currently Use Plan to use in next 12 months No plans to use

52%

48%

44%

44%

62%

46%

42%

How Beneficial are Social Media Channels to SBs?

How beneficial are these social media channels in helping your business engage and interact with customers and prospects?


Sample Size = Variable






Social bookmarking sites such as Digg, Delicious, Reddit, etc. to favorite and share informa-tion



Company YouTube presence to post videos about company, products, expertise, etc.





0%10%

20%30%

40%50%

60%70%

80%90%

100%

19%

22%

27%

27%

29%

30%

36%

36%

37%

37%

39%

42%

47%

60%

62%

32%

54%

66%

56%

51%

48%

45%

59%

45%

51%

45%

11%

10%

19%

9%

3%

14%

6%

11%

13%

3%

9%

1%

8%

11%

7%

22%

10%

2%

0%

8%

5%

4%

1%

7%

6%

0%

Very beneficial Somewhat beneficialNot beneficial Have not used long enough to decide

How Frequently Do SBs Use Social Media Channels?

How frequently does your company uses the following tools to engage with customers and/or prospects?







Company YouTube presence to post videos about company, products, exper-tise, etc.

Social bookmarking sites such as Digg, Delicious, Reddit, etc. to favorite and share information







0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

6%

9%

11%

13%

14%

14%

16%

19%

22%

24%

25%

29%

32%

46%

37%

39%

45%

47%

23%

29%

47%

37%

31%

34%

35%

26%

15%

28%

23%

1%

13%

20%

34%

15%

13%

17%

17%

20%

14%

15%

14%

12%

9%

9%

24%

14%

9%

14%

17%

10%

8%

7%

18%

12%

16%

32%

17%

18%

8%

10%

14%

11%

14%

8%

20%

Daily At least once per week At least once every two weeks

At least monthly Use randomly based on timing of news, announcements, events

SB Differences in Expected Change in Annual Revenues


Currently use Social Media in a strategic and structured way

Currently use Social Media in an ad hoc, informal way

We don't currently use Social Media, but plan to do so within the next 12 months

Do not currently use Social Media and have no plans to do so in next 12 months

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

16%

13%

15%

12%

17%

20%

18%

16%

41%

25%

25%

23%

11%

19%

22%

32%

7%

12%

9%

5%

4%

6%

10%

7%

4%

5%

2%

5%

Increase in revenues of more than 20% Increase in revenues between 10%-20%Increase in revenues between 1%-9%% Revenues to remain more or less flatDecrease in revenues between 1%-9% Decrease in revenues of more than 10%Don't know

74% expect an increase

51% expect an increase

04/10/2023 18

Top Challenges SBs Have in Getting Value from Social Media

• Too busy running the business day to day

• Lack of time, expertise and money

• Ever accelerating rate and pace of change and “new stuff” o Tough to decipher what all

these do, let alone how to effectively incorporate them

• Hard to integrate with other sales/marketing activities

• Difficult to measure the value

What are your company's top 3 challenges in getting value from using social media? Please rank importance.


Fear that employees won't do a good job represent-ing the company

Too difficult to engage in social media activities

Difficult to analyze social information to understand customer sentiment

Unable to accurately measure the value of our social media

Difficult to integrate social media with other market-ing, sales and/or customer service activities

Can't decide what social media tactics and strategies will work well for our company

Not enough time to engage is social media activities

0% 10% 20% 30% 40%

5%

6%

11%

14%

15%

20%

30%

Importance of and Plans to Link Marketing, Sales and Customer Service Apps/Processes with Social Media

How important is it to your company to link traditional marketing, sales and customer service applications and business processes with social media tools?

04/10/2023 19

Total0%

5%

10%

15%

20%

25%

30%

15%

21%

27% 27%

9%

0%

Very important, it is a top priorityImportant, but we don't have the time and/or resources to do itImportant, we will do it on an opportunistic basisSomewhat important, but not an immediate priorityNot important at allOther (list)

Colu

mn

%


48%

Social Media Roles and Involvement

04/10/2023 20

What departments in your company are involved in making social media decisions?

Marketing; 30%

PR; 26%

Sales; 26%

Service; 28%

IT; 20%

Business Owner; 22%

Product Development; 23%

Human Resources; 22%

Decision-making is dispersed across multiple job titles, but marketing, service, sales and PR are

often involved

Owner/ President / CEO; 47%

Partner; 15%

Office manager; 12%

CIO/IT manager; 2%

Finance manager; 3%

Sales manager; 4%

Marketing manager; 4%

Human Resources manager; 2%

Other; 11%

What is your job title?

Social Media Monitoring and Management

04/10/2023 21

Does your company use or plan to use any FREE (and PAID) tools or products to monitor and manage social media?

Current Total 80 Current Total 10Facebook 2 Lithium 2Google Alerts 63 Radian6 2

Hootsuite 5Reputation Manager 5

Tweetdeck 11 Google Alerts 1LinkedIn 1

Planned Total 8 Planned Total 24TweetDeck 2 Radian6 2Don't know/Researching 6 Lithium 5

Vocus 1Reputation Manger 1Green Media Toolshed 1Constant Contact 1Don't know/Researching 13

Free Tools Paid Tools

SBs need to monitor and manage their brand in

social media—but its hard to do

Social Media Budgets

What is your company's annual budget for social media related projects in 2011 (NOT including salaries of company staff involved)?


less than $500; 22%

$500-$999; 13%

$1,000 - $2,499; 10%

$2,500-$4,999; 7%$5,000 - $9,999; 6%

$10,000 - $24,999; 4%

$25,000 - $49,999; 3%

$50,000 - $100,000; 2%more than $100,000; 1%

Don't know; 6%

No formal budget al-located to this; 26%

• 26% of SBs have no formal budget for social media. • 35% of SBs spend less than $1,000/year• Average spend:

• 1-19 employees: $4,900

• 20-99 employees: $8,800

23

SBs Need to Integrate Social Media with Contact Management and Marketing

• Social business requires new tools to manage and track relationships—ability to easily manage social contact information, status updates and social profiles with other contact data

• Drive more business with social and online marketing investments

• Spot new opportunities and areas that need improvement

• Save time by managing and integrating contact/customer interactions across multiple social media venues and with other sales and marketing functions

• Benchmark with competitors

• SBs need one place to manage incoming and outbound online interactions efficiently

Nimble: Contact Management and Social Integration

• Facebook-like user interface

• Connect contacts, calendars, communications and social conversations in one place

• Listen to and engage any individual to attract and retain customers

• HubSpot integration

• Wufoo integration

04/10/2023 24

http://www.nimble.com/

BatchBook: Contact Management and Social Integration

• Central place to track contacts and see what they are talking about on social sites

• Search social media to see what contacts are talking about in social spaces from contact pages.

• Build social media into workflow so users can follow, retweet, favorite and/or reply to Twitter from BatchBook, and save individual tweets as Communications or To-Dos.

• Customizable dashboard: Search the Internet to see where the company or product is being mentioned and respond from BatchBook.

• Open APIs for easy integration • The Small Business Web

04/10/2023 25

http://www.batchblue.com/

04/10/2023 26

The Small Business Web

04/10/2023 27

Social Software Using Traditional CRM as Platform to create Social CRM on Mobile Devices

SproutSocial: Social Management and Lead Generation

• Dashboard: aggregates relevant conversations across the web and social channels into one place

• Inbox: puts everything in one stream. • Smart Search: monitors the social

web to find potential customers using location, interests and profile information.

• Reporting & analytics: analytics for Twitter, Google Analytics and Facebook Fan Pages

• Scheduler: scheduling and delivery for social messages.

• Contact management: keeps track of all communication history, user profile information, notes, reminders, etc.

04/10/2023 28

http://sproutsocial.com/

Rapportive: Integrating Social Feeds with Gmail

• Brings social media contact information into Gmail

• Automates the work of harvesting and displaying social info

04/10/2023 29

http://www.rapportive.com/

Connected : Social-centric Contact Management

• Universal Address Book that includes Facebook, Twitter, LinkedIn, Yahoo, Email, blogs and more.

• Daily Agenda function — a daily email about your meetings and their context, recent status updates, reminder of all previous meetings. It’s the equivalent of your personal daily briefing

• Recently acquired by LinkedIn

04/10/2023 30

http://www.rapportive.com/

Google+: Opportunity to Extend Contact Relationships

• Circles allow for more contextual group interactions (social lists)

• Opportunity to collaborate with customers/prospects in social settings more easily while tying activity to contact record

• More integrated channels to easily engage contacts (video, chat, email, etc.)

04/10/2023 31

Shoutlet: Facebook Integration/Management

• Manage multiple platform communities in one central location

• View user-level social profiles that give a snapshot of a person’s social data and their interaction history with your Facebook

• Get email alerts for activity on Facebook, Twitter, and YouTube

• Shoutlet’s Influencer Score ranks Facebook fans according to post frequency

04/10/2023 32

Marchex Reputation Management

• Compiles content from 8,000+ online sources and provides analysis on what people are saying about the brand and competitors

• Tracks and analyzes online listings, comments, critiques and glowing reviews about your business -- all in one place.

04/10/2023 33

http://www.marchex/cp,

SMB Group Planned 2012 Research Agenda

Topic Research Perspective Timeframe Credits†]

SMB Mobile Solutions Market Survey Study

Quantitative SMB

Survey (1 to 1,000 employees

February-March 2012

18

Social Business and Collaboration SMB Market Survey Study

Quantitative SMB Survey(1 to 1,000 employees)

April/May 2012 18

SMB Routes to Market Survey Study

Quantitative SMB Survey(1 to 1,000 employees)

Sept./Oct. 2012 18

SMB Channel Readiness Survey Study

Blended qualitative/quan

titative study Assesses SMB

channel readiness for cloud, mobile

and social offerings

October/November 2012 24

*Survey study topics may change and new studies may be added to best meet our clients’ requirements.

†Each credit is $1,000

2012 SMB

Social

Business

Study!The 2012 Social Business and Collaboration Study will refresh the 2011 version. It will zero in on how SMB social business trends, and compare 2012 trends to 2011. Sponsorship opportunities are available--please let us know if you’re interested!

Contact: [email protected]

mailto:[email protected]

mailto:[email protected]

highlights of 2011 smb social business study

Documents

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role of social media

social media insmbs

social media incurrently

social media tactics

social media haswhich

social media small business49

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