Appirio State of Social eBook
16
The State of Social at Work September 2012
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Appirio commissioned a third party online survey to gauge perceptions of social media in business. The online survey was hosted by Itracks, a leading expert in online market research and the patent holder for online qualitative applications. This survey focused on the personal perspective of executives, managers and individual contributors at companies with more than 100 employees – not necessarily decision makers of social investments. There were 303 respondents, representing various industries.
Transcript of Appirio State of Social eBook
The State of Social at WorkSeptember 2012
© 2012
Social media has already greatly impacted the way we interact in our personal lives, and promises to do the same for us professionally.
Why focus on the user’s perspective?
WORLDWIDE REGIONAL POPULARITYASIAAPACIFIC REGIONAL USERS CONSTITUTE ONEATHIRD OF THE WORLD’S SOCIAL NETWORKING POPULATION. HOWEVER, LATIN AMERICA ACCOUNTS FOR THE LARGEST AMOUNT OF TIME SPENT ON SOCIAL NETWORKS.
© 2012
The hype is high, but it’s still not clear where people and companies are on the spectrum of social adoption.
Getting a pulse on social enterprise adoption
Early Adopter Early Mainstream Mainstream Adpotion
© 2012
Companies are investing in social tools and processes...
Benefits of social loom large, but open questions remain
Which tools should I u
se?
Who should own the st
rate
gy?
Ho
w m
uch should I invest?
Where should I start?
S
houl
d I r
elinq
uis
h co
ntrol? How do I measure R
OI?
...but how much, why and where to invest remain open questions.
© 2012
Appirio commissioned a third-party online survey to gauge perceptions of social media in business.
The online survey was hosted by Itracks, a leading expert in online market research and the patent holder for online qualitative applications.
This survey focused on the personal perspective of executives, managers and individual contributors at companies with more than 100 employees – not necessarily decision makers of social investments.
MethodologyMethodology
Our survey was in the field from August 9-10, 2012.
There were 303 respondents, representing various industries.
© 2012
Country
UKUSA
50%50%
Company Size
100-500
501-1000
20%18%
1001-4000 4000+
30%31%
Level
14%
69%
18%
Executive
Manager
Individual
Role
IT: 14%Sales: 13%
Marketing: 5%
HR: 5%
Support: 13%
Other: 42%Business Owner: 6%
Communications 2%
Industry
Other: 37%
Technology: 12%
Government: 9%
Retail: 8%
Healthcare: 7%
Media: 5%
Non-Profit: 4%Packaged Goods: 3%
Financial: 16%Services
Demographics
© 2012
Users say their companies are investing in social, but there’s still a long road ahead before social becomes pervasive on the job.
Employees and managers want more investment in social compared to other business priorities.
Customer-facing benefits top the list of perceived benefits, but beyond that vary based on demographic.
Company culture and ownership are more important than budget when it comes to improving the use of social in business.
Key Findings
1
2
3
4
© 2012
Companies making investments..Does your company have budgets or resources set aside to make business processes social?
Companies making progress with social
..in social policies, advertising, and appsHow is your company investing today to make its business more social?
37%Yes
27%No
35%Don’tKnow
Establishingpolicies and
guidelines
Not investing at all
47%
Resources to monitor and
engage externally29%
Adding social features to existing
internal apps31%
New platforms to collaborate interally 30%
Building out a presence on social
sites37%
Making own products social 19%
16%
© 2012
Long road ahead before social becomes pervasive on the job
Antisocial: Not investing in social at all
Investigating: Researching social tools and strategies
Beginner: Testing social tools and strategies
Intermediate: Using 1-3 socials tools
Advanced: Actively using 4 or more social tools
13%
15%
29%
36%
8%
Majority of companies are social media beginners or worse
How far along would you say your company is in using social media?
© 2012
Social Networking e.g. Facebook
66%
Professional Networking e.g. LinkedIn
62%
Video/Photo Sharing e.g. Flickr or Youtube
37%
Microblogging e.g. Twitter
22%
Other
14%
None
1 1 %
Social Networking e.g. Jive, Chatter
Engage Customers e.g. Twitter, Google+
Social Recruiting e.g. LinkedIn
Other
None
10%
10%
24%
29%
39%
Long road ahead before social becomes pervasive on the job
In your personal life To do your job
People typically use social tools twice as often for personal use
What social tools do you use?
© 2012
High demand and perceived need for social investment
41%More
10%None
43%Same
6%Less
84% of employees think companies should maintain or increase investments
How much time/resources SHOULD your company invest in becoming a social enterprise compared to other business priorities?
© 2012
Attract new customers
Engage and service existing customers
Improve collaboration and information sharing
Engage employees and increase job satisfaction
Attract new employees
Improve business operations
26%
25%
15%
12%
9%
7%
Other5%
High demand and perceived need for social investment
Employees believe social could improve customer acquisition, service and collaboration
Where in your company would social tools and processes have the biggest impact?
© 2012
US UKAttract new customers
Engaging and serviceexsisting customers
Attract new employees
Improve business operations
Other
32% 20%
15% 14%
8% 10%
3% 7%
25% 25%
8% 16%
8% 7%
100-500
35%
16%
9%
9%
24%
2%
5%
Improve collaborationand information sharing
Engage employees andincrease job satisfaction
38%
18%
8%
3%
20%
10%
3%
500-1000
23%
11%
8%
4%
25%
17%
12%
1001-4000
16%
16%
10%
5%
30%
15%
7%
4000+
Beyond acquiring new customers and servicing existing customers, perceived benefits vary by geo and sizeWhere in your company would social tools and processes have the biggest impact?
U.K. respondents were twice as likely to select employee engagement vs U.S
U.S. respondents were 1.5x more likely to select attract new customers
Compared to small companies, large companies put half as much importance on attracting new customers and were at least 1.5x more likely to value employee engagement
© 2012
What is the biggest change that needs to happen for your company to improve its use of social tools or processes?
Shift the culture of the company
Designate a person or group responsible for making it happen
Set aside budget for social enterprise technologies
Decentralize ownership across groups or functional areas
Nothing, being a social enterprise isn’t important
I don’t know
29%
20%
15%
8%
9%
18%
Company culture and ownership are more important than budget
© 2012
• If you’re developing or re-evaluating a broader social strategy, don’t forget to ask the people inside your company what they think. You won’t be successful if you base decisions on a small group of executives or decision makers.
• Create owners across groups to drive the strategy, and to nurture and grow usage.
• Make social part of your company culture, not just a task for one group or something you “roll-out”.
• If you’re wondering where to invest, focus on what’s most important. For many companies, that’s attracting and servicing customers.
• If you’re not doing anything with social, you should be. Your employees are asking for it.
Implications of the data
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Appirio combines new ideas with cloud technology to help companies become more efficient and agile - freeing them from the inflexible technlogies of the past so they can take advantage of advancements in social and mobile to better engage customers and employees. We provide technology enabled services, supported by 500 cloud experts around the world and a global crowdsourcing developer community, that help companies adopt, connect and extend cloud platforms like Salesforce.com, Google, Workday and Amazon Web Services.
