Prof. Steven Van Belleghem

Managing Partner

InSites Consulting

Mail me: steven@insites.eu

Follow me: @steven_insites

Thibaud De Meester

Research Consultant

InSites Consulting

Mail me: thibaud@insites.eu

Follow me: @tdemeester

About this research report

InSites Consulting conducted a

quantitative online survey among

400 senior marketing managers.

The field work of the study is

conducted by SSI (Survey Sampling

International).

Markets included are the US and

the UK.

The goals of the study are:

understanding the current adoption

level of social media among

corporations and getting insights in

the integration of social media in

their business processes.

Key Learnings

68% of companies have a Facebook page

56% own a Twitter account

47% have a company page on LinkedIn

12%

Doing nothing

with social

media

24% 26%

First steps in

social media

Pilot phase in

social media

23%

Integrating

social media

14%

Social media is

integrated

4 out of 10 companies are still in the early stages of integration

of social media. 14% state having social media fully integrated

in their business processes.

First conclusion:

Adoption of social networks is high,

integration of social media is low.

However, our study shows several

benefits of integrating social media

in your business processes.

The impact of marketing

communication increases

when social media is

more integrated in

your business processes.

Social media integration leads to more satisfied

customers.

Positive correlation

between level of social

media integration and

financial results of

companies.

Impact mkt

communication

Customer satisfaction

Financial results

Three pillars to successfully integrate social

media in your business processes.

Social

media

integration

Tangible investments in

education and technology

Strategic integration of social

media in planning, organisational

structure and goal setting

Social Media strategy fully in line

with culture and values of the

organization

About the next slides In the next part of the presentation,

you can dive into the details of this

research project.

We are happy to share all details

and to have a conversation about

the results.

For all feedback & suggestions:

Steven@insites.eu

@steven_insites

B2B adoption of social media

Model for successful integration

of social media

Integrate social media step by

step

Measure social media integration

B2B adoption of social media

Model for successful integration

of social media

Integrate social media step by

step

Measure social media integration

69%

57%

48%

43%

23%

11%

9%

8%

5%

5%

Facebook

Twitter

LinkedIn

YouTube

A corporateblog

MySpace

Flickr

Foursquare

Bebo

Delicious

On which of the following social media is your company active?

Companies adopt the largest social

networks.

Facebook, Twitter and LinkedIn show the

highest adoption among companies.

On which of the following social media is your company active?

There is a slightly higher adoption of social media among large

companies, but differences are small. B2C companies have a higher

interest in Facebook, whereas B2B companies focus on LinkedIn.

Adoption of Twitter is identical.

<500 500+

66% 72%

54% 60%

49% 48%

39% 47%

B2C B2B

78% 60%

57% 57%

38% 58%

44% 42%

On which of the following social media is your company active?

Products Services

66% 70%

48% 58%

35% 59%

52% 34%

In general, service companies tend to use more social networks.

Only YouTube is used more among companies that develop products.

On which of the following social media is your company active?

FMCG &

Retail Healthcare

82% 73% 74% 87% 87% 90%

54% 42% 68% 81% 80% 71%

38% 42% 56% 50% 73% 45%

53% 48% 52% 52% 61% 49%

Finance Media Tech & Telco Travel &

Leisure

Twitter scores high in Finance, Media, Tech & Telco and the travel

industry. LinkedIn peaks in Finance and Tech & Telco.

B2B adoption of social media

Model for successful integration

of social media

Integrate social media step by

step

Measure social media integration

Impact mkt

communication

Customer satisfaction

Financial results

Social

media

integration

Tangible investments in

education and technology

Strategic integration of social

media in planning, organisational

structure and goal setting

Social Media strategy fully in line

with culture and values of the

organization

12%

Doing nothing

with social

media

24% 26%

First steps in

social media

Pilot phase in

social media

23%

Integrating

social media

14%

Social media is

integrated

4 out of 10 companies are still in the early stages of integration of

social media. 14% state having social media fully integrated in their

business processes.

<500 500+

15% 8%

30% 23%

23% 25%

20% 31%

12% 13%

B2C B2B

11% 12%

27% 25%

26% 22%

22% 28%

14% 12%

To what extent is social media integrated in your company?

Doing nothing with social media

First small steps

Setting up/ running pilot projects

Integrating social media

Social media are fully integrated

Smaller companies integrated social media less than bigger

corporations. There is hardly any difference between B2B and B2C.

20% 9%

29% 32%

30% 22%

15% 22%

6% 15%

Doing nothing with social media

First small steps

Setting up/ running pilot projects

Integrating social media

Social media are fully integrated

Products Services

To what extent is social media integrated in your company?

Service companies show a higher integration of social media in their

business processes than product developing companies.

4% 4% 1% 2% 6% 0%

25% 31% 32% 13% 10% 24%

23% 24% 27% 20% 15% 35%

30% 32% 26% 41% 46% 21%

18% 8% 14% 24% 23% 20%

FMCG &

Retail Healthcare Finance Media Tech & Telco

Travel &

Leisure

To what extent is social media integrated in your company?

Doing nothing with social media

First small steps

Setting up/ running pilot projects

Integrating social media

Social media are fully integrated

Media and Tech & Telco followed by travel companies have the highest

integration level of social media.

B2B adoption of social media

Model for successful integration

of social media

Integrate social media step by

step

Measure social media integration

Main barriers to integrate social media:

39%: lack of top management support

42%: no fit with product offering

48%: no clear financial benefits

Three levels of change needed to integrate social media:

Personal change Structural change Cultural change

Personal change

I think our employees are open towards new technologies and social media

My company is currently investing in technologies for its employees to facilitate

the usage of social media

My company is doing big efforts to increase the knowledge level of social media

among its employees

People from the top management of my company are very active on social media

My company has official training programs about social media for its employees

My company thinks that all of its employees should have social media training

32%

15%

14%

15%

12%

14%

34%

26%

27%

25%

17%

13%

24%

23%

26%

26%

17%

25%

7%

16%

18%

18%

16%

18%

2%

18%

15%

13%

37%

28%

1%

2%

1%

2%

1%

3%

I think ouremployees are open

towards newtechnologies and

social media

People from the topmanagement of mycompany are veryactive on social

media

My company hasofficial training

programs aboutsocial media for its

employees

My company thinksthat all of its

employees shouldhave social media

training

I totally agree 4 Neutral 2 I totally disagree I don’t know

66%

41%

41%

40%

29%

26%

67%

58%

57%

57%

55%

43%

38%

38%

31%

25%

30%

27%

19%

18%

18%

14%

35%

32%

28%

30%

35%

25%

20%

24%

18%

23%

18%

18%

25%

21%

22%

27%

7%

8%

9%

14%

11%

14%

18%

22%

6%

9%

14%

10%

6%

21%

19%

10%

2%

1%

2%

1%

4%

1%

3%

2%

My company isworking in cross-functional teams

My company allowsits employees to usesocial media during

working hours

My company has aclear social media

policy in place

My company has aclear view on how to

use the differentsocial media

I totally agree 4 Neutral 2 I totally disagree I don’t know

Structural change

My company is trying to integrate social media in its existing marketing plans

My company is using social media to get better results out of its existing

marketing actions

My company has a dedicated person/team working on social media

It is very clear who is responsible for social media projects in my company

My company is working in cross-functional teams

My company allows its employees to use social media during working hours

My company has a clear social media policy in place

My company has a clear view on how to use the different social media

Cultural change

34%

18%

19%

14%

18%

14%

19%

13%

11%

11%

11%

29%

36%

33%

35%

26%

28%

19%

25%

21%

21%

20%

22%

30%

29%

21%

32%

35%

28%

28%

29%

36%

32%

8%

11%

12%

14%

15%

14%

16%

14%

22%

20%

23%

7%

4%

4%

12%

8%

7%

14%

17%

15%

10%

7%

1%

2%

2%

4%

2%

2%

4%

3%

2%

2%

7%

I totally agree 4 Neutral 2 I totally disagree I don’t know

Very clear & well defined company values

Live up to our company values

Culture and strategy are equally important

Do not have a social media policy, but uses a code of conduct

Is actively re-defining our company values

Make culture tangible in everything that it does

All the employees know the company values by heart

Social media is put high on the list of priorities

Our company culture is changing because of social media

The culture / values are more important than skills when hiring someone in my company

Cooperation with employees is ended if there is no fit with the company culture

63%

53%

53%

49%

43%

42%

39%

38%

32%

32%

31%

After investing in training & technology,

the best way to start the integration process is

through a few pilot projects.

When choosing pilots, consider this:

- Have more than 1 pilot project

- Centre of excellence is informed &

consulted

- Different people & departments

involved

- Create business impact

- Create learnings

The final selection of projects is made

by using this feasibility/return matrix.

56%

53%

45%

26%

22%

Start acorporate

blog

Increase presence on sm sites

Build a community of fans

Support a product launch via sm

Create sm account

Corporate blog

Best pilots to start with during the integration of social media:

Ideal situation: combination of quick wins and strategic investments.

Companies that have

fully integrated social

media in their structure

use an average of 4

different social media

channels.

Adapt the structure:

Conversation Manager takes leading role in integration process.

28% of companies

in USA and UK have a

dedicated person/team

assigned to integrate social

media in their organisation.

After first experiences in pilot projects and clear structure (Conversation

Manager), the next step is full integration of social media in business

processes.

Integration should be in line with company values.

Our study shows that values like ‘openness’,

‘authenticity’ and ‘happiness’ make the social

media integration process easier.

B2B adoption of social media

Model for successful integration

of social media

Integrate social media

step by step

Measure social media integration

What is the goal of fully

integrating social media

in a company’s structure?

What is considered

to be the most valuable

performance indicators?

Leads generated via social media

Impact of online conversations

Volume in online reach

Adoption sm by employees

Influence indicators

And by the way, I am Steven, hope

you like my work.

I am managing partner of a pretty

cool market research & consultancy

agency, InSites Consulting.

We re-connect companies with

their consumers.

I’m also a marketing professor at

the Vlerick Management School.

I wrote the award winning bestseller

‘The Conversation Manager’ and

travel around the world to inspire

people with this story.

Thank you!

Let’s connect on LinkedIn

Follow me on Twitter

@steven_insites

For questions & feedback:

Steven@insites.eu