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