sbbs survey report v2
TRANSCRIPT
800.425.9843 www.blytheco.com/bamThink.blytheco.com | twitter@blythecollc
Social Business Benchmarking Survey Report 2012
Alicia Anderson, BlythecoBlytheco Advanced Marketing@aliciakanderson@blythecollc
Think.blytheco.com – blogwww.blytheco.com/BAM
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Methodology● Online survey● June – July, 2012● Targeted to small and medium-sized
businesses (SMBs)● Goal: Learn about where SMBs stand with
social media
Business Issues● Do you have a social media strategy?● How important is social?● What tools are you using?● What results are you seeing?● Do you use social to interact with other businesses?● Do you have a social media policy● Do you have a social media disaster plan?
Key points● 71% use social media● 50% have a strategy or plan around social● Marketing is the lead to social● Opportunities for growth in: driving leads,
measuring results
Who Responded?
Business to Consumer (B2C)Business to Business (B2B)
Executive/Owner
Marketing/PR
Sales
Human Resources
Administrative
Operations
Customer Ser-vice/Support
IT/Technology
Other, please spec-ify
Do You Use Social Media?
2011 20120%
10%
20%
30%
40%
50%
60%
70%
80%
YesNo
B2B-B2C: The Gap is Closing
Business to Consumer (B2C) Business to Business (B2B)0%
10%
20%
30%
40%
50%
60%
70%
80%
YesNo
Use of Social Tools: 2011 vs. 2012
Facebook Twitter LinkedIn YouTube0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2011
2012
How important is social?
0 1 2 3 4 5 6 7 8 9 100%
5%
10%
15%
20%
25%
To businesses in general
To your overall strategy
Are you listening to social info about your company?
2011 20120%
10%
20%
30%
40%
50%
60%
70%
YesNo
Ability to generate leads
0 - Not produc-ing any leads
1 2 3 4 5 - Neu-tral
6 7 8 9 10 - Get-ting all
the leads we
want
0%
5%
10%
15%
20%
25%
Keys to social lead generation● Create good content (webinar link here)● Use Calls-to-Action to link content to lead
generation● Use forms to get lead info● Keep your content valuable and varied
Do you have the info you need to analyze your social media results?
Have no info
Some info
Have all the info
we need
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
The info you need to analyze results● Most are middle-of-the-road● If you don’t have info, it’s tough to have
strategy● Use tools: Google Analytics, HootSuite,
HubSpot, SeeVolution● Track and adapt
Why connect socially to business?
A technical support or customer service issue.
A sales/research question.
Training
Product/industry news
Product/industry events
Thought leadership articles
I would not be likely to connect with any company we do business with on social media.
Other, please specify
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Why aren’t they using social?
Social media is not important to our
business
We don't have the time.
We don't have the people to devote to
social media.
We don't have the knowledge about social media that
we need to get started.
Other, please specify0%
2%
4%
6%
8%
10%
12%
14%
16%
Why not use social? ● Management concerns
● “Recruiting manager is unfamiliar with how to work with this and is not open to this concept”
● “Boss does not believe it is a priority.”● Distrust/corporate culture
● “We don't want staff on Facebook all day.”● Perceived market apathy
● “Most of our customers don't use social media”
What will be outsourced?
0%5%
10%15%20%25%30%35%40%
Outsourcing● Doubled 2010 – 2011● Up to 32% by 2012● SEO – always changing, best managed by pros
● But only effective hand-in-hand an optimized website● Web design/development
● Web now is more design-dependent, less text = usability is the key
Who is responsible for social in the org?
Marketing/PR
Sales
Human Resources
Executives/Owners
Customer Service
Other
It takes a village to get social!● Marketing – defining strategy, execution● Sales – voice of the buyer● Executives – support, contributions● Customer Service – listening, responding● HR – setting policy, recruiting
Ready to connect social to leads to results?
● Don’t know where to start?● We can helpwww.blytheco.com/BAM
