Social Media Fitness Study (partial)

SOCIAL MEDIA FITNESS STUDY Prepared by Drew Neisser Renegade, LLC April 2012

Take the test yourself at: Renegade.com/FitnessTest

“Rather than simply using social as a tactic, the most effective brands use social as an organic part of everything they do.” Evan Greene, CMO, The Grammys

Social Media Fitness Study

TABLE OF CONTENTS

Executive Summary 2 Methodology & Participants 3

Overall Social Media Fitness Test Scores 4

Social Media Fitness by Business Size 5

Overall Progress in Social Media 6

Department that Drives Social Media 7 Ability to Listen and Respond 8

Social Media Disaster Planning 9

Progress with Social Media Metrics 10

Social Media Training 11

Encouraging Employees to Be Active in Social 12 Adoption of Social Media Across the Organization 13

Progress Relative to Competition 14

Quality of Social Media Content 15

Engagement of Target with Social Media 16 Development of Social Media Road Maps 17

Consistency of Customer Experience 18

Proliferation of Social Media Audits 19

10 Not-So-Easy Steps to Social Media Fitness 20

1 © Renegade, LLC. 2012


EXECUTIVE SUMMARY Social media is very much a work in progress for most companies –  Only 20% achieved a score above a 66 out of a total possible score of 100

Large and midsize companies are more socially fit than small ones –  Small businesses, perhaps due to a lack of resources, scored significantly lower

Fitness scores were dragged down by a number of factors –  About 1 in 4 are just getting started in social –  Fewer than 1 in 4 claim to be listening and responding in real time –  Only 1 in 3 have a disaster plan in place –  About 1 in 3 are mainly concerned with growing their social footprint –  Only 1 in 4 surveyed have a formalized training program already in place –  Fewer than 1 in 3 think their content is highly engaging –  Only 1 in 3 have allowed social media to permeate the entire organization –  Only 1 in 6 have completed an audit of all their social media channels –  Fewer than 1 in 10 have developed a center of excellence for sharing best practices Social media fitness should improve significantly in the next 12 months –  About 2 in 5 are just in the process of developing employee training for social media –  About half are looking to create a consistent customer experience across all channels –  About 1 in 4 are in the process of such an audit; another 1 in 4 are thinking about doing an audit


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Distribution of Social Media Fitness Test Scores

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METHODOLOGY & PARTICIPANTS Quantitative methodology –  100 marketers completed the Social Media Fitness Survey on SurveyMonkey.com between February 13

and March 13, 2012 –  Each respondent answered 3 demographic questions and 14 social media related-questions –  To create the Social Media Fitness Score, each answer was assigned a numerical value relative to the

author’s judgment regarding what constitutes current best practices, with the highest possible score being 100

Qualitative responses –  65% of those surveyed agreed to provide feedback to specific questions about the survey results –  To gather feedback, the author conducted follow-up interviews via email, over the phone and/or in person Participants –  Represented companies of all sizes (46% were from large companies, 20% from midsize and 34% from

small) –  The study skewed toward B2B brands (62%) –  Primarily from marketing department (≥80%) and in senior positions (≥50% have the title of VP or

above) –  A broad range of industries were represented, including technology, software as a service, traditional and

digital media, entertainment, publishing, consulting, enterprise software, household products, telecommunications, financial services and insurance, ecommerce, travel, utilities, not-for-profit, and supply chain management and more.

–  Companies represented include Aecom, AXA Equitable, Asmet, Bennuworld, Cablevision, CareerBuilder.com, Citrix Systems, Con-Way Freight, Discovery, eHarmony, Emdeon, Exgage, FusionIO, God’s Love We Deliver, The Grammys, IBM, Intel, Isle of Capri Casinos, Lion Brand, Lot18, MassMutual, NES Rentals, Neustar, PBS, Pegasystems, PetCo , PPL Electric Utilities, Red Robin, Rubios Restaurants, Sage, SAP, Schneider Electric, PSFK, SocialEyes, Steiner Tractor, Suddenlink, TagMan, Texas Children’s Hospital, WebTrends, Windmill Cycles, Xerox and Yoxi.tv among others.

About the author, Drew Neisser –  Founder and CEO of Renegade, the NYC-based social media and marketing agency –  Monthly columnist for MediaPost and regular contributor to FastCompany.com as an “expert blogger” –  Articles have been featured in AdMap, AdAge, Adweek, Brandweek, Chief Marketer, Promo Magazine,

Social Media Examiner and the Wise Marketer, among others –  Provided expert commentary on ABC Nightline and CNBC –  Blogs at TheDrewBlog.com and tweets from @DrewNeisser



OVERALL SOCIAL MEDIA FITNESS TEST SCORES

The average score among all respondents was a modest 52 (out of 100) –  These scores indicate that social media is still very much a work in progress at most companies

B2C slightly outscores B2B –  B2C companies scored higher on average at 55 –  B2B companies averaged 51


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Social Media Fitness Test Scores - B2B & B2C

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Social Media Fitness Test Scores - Overall


Large (≥1,000 employees) and midsize (100-999 employees) companies outscored their smaller (<100 employees) counterparts

Larger companies recognize that social media is no longer a component that is “nice to have,” but rather a fundamental part of doing business today.

Midsize companies also scored above average and increasingly recognize the importance of social media. Surprisingly, smaller companies scored below their larger counterparts. This could simply be due to a lack of resources versus any negative feelings about the potential effectiveness of social media as a marketing tool.

SOCIAL MEDIA FITNESS BY SIZE

Overall Large Midsize Small

% of Respondents 100 46 20 34

Average Test Score 52 57 56 44

© Renegade, LLC. 2012 5

“These results surprise me, as I think free media [like social] have been explored better in the past by smaller companies. I guess with more time and financial resources, which bigger companies have, scores improved.” -‐-‐ Nelleke Kloet, Marketing Director, Tagman

“At this point in the B2C world, social media is mission critical. Consumers have demonstrated the power of social media, and social media is one of the primary ways for consumer brands to interact and engage with their target audience.” -- Diego Pereda, Social Marketing Manager, Xerox

“[Customer] passion for FusionIO is genuine, and we would be foolish not to engage and share and facilitate the growth of that passion. A lot of people are asking a lot of questions. If we don’t answer them, someone less qualified will.” -- Trip Hunter, VP Brand Marketing, FusionIO

Social Media Fitness Study (partial)

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