Social Media and Iowa’s Utilities

Presented June 3, 2010 to Common Ground Iowa

Our experience

Drove record sales by engaging passengers for a transportation company

Increased attendance at internationally recognized training events

Exceeded sales goals at launch of a national restaurant franchise

Internet Users

Interact with companies via social media

Believe companies should have a presence in social media

Feel a stronger connection to companies they interact with online

The Big Picture In short, this is important

Our survey findings

We surveyed 907 Business Record readers

Identified social media goals, resources and outcomes

Report is available at hanser.com 

Survey says: high participation

71.5%

28.5%

Does your organization use social media?

Yes

No

Survey says: we want attention

Buildin

g a

ware

n..

.

Collabora

ting int.

..

Support

ing c

ust

...

Cre

ati

ng n

ew

bu..

.

Genera

ting leads

Reduci

ng e

xpe..

.

Clo

sing s

ale

s

Develo

pin

g b

ett

e..

.

Oth

er

(ple

ase

spe..

.0%

20%

40%

60%

80%

100%

What are your goals for social media?

Survey says: no direction?

Strategy and measurement are lacking

54% have no defined strategy

67% have no established way to measure social media success

Survey says: networks rule

Blo

ggin

g

Mic

roblo

ggin

g

Inte

rnet

foru

ms/

...

Inst

ant

mess

agei...

Soci

al netw

ork

ing

Wik

is

Photo

shari

ng

Vid

eo s

hari

ng

Podca

stin

g

Pre

senta

tion s

har.

..

Soci

al B

ookm

ar.

..

Monit

ori

ng 0%

10%20%30%40%50%60%70%80%90%

Select all of the following tools your organization uses...

Inte

rnet

foru

ms/

mess

ag

e b

oard

s

Survey says: low commitment

Organizations are not committing many resources to social media; most…

Dedicated fewer than five part-time employees to social media responsibilities

Spent less than $10,000 in 2009

Do not plan to increase budget in 2010

Survey says: there is value?

Just 37% say their social media activity meets their expectations

More than 40% say they don’t know if their activity meets expectations

Yet, 82% say social media is worth the investment

Survey says: strategy is good

Yes

No

0

50

100

150

200

250

Does your organization have a defined strategy for using social media?

Yes

No

Don't know

Meets expectations

Survey: utilities/construction

62 Utility & Construction participants

Similar responses for nearly all questions

Lower participation in construction

Social media’s relevance for construction and utilities?

Survey: utilities/construction

Under

$5M

$6M

-$10M

$11M

-$25M

$26M

-$50M

$50M

-$100M

Over

$100M

0

5

10

15

20Company size:

ConstructionTransportation, Communications, Electric, Gas, and Sanitary Services

Survey: utilities/construction

Yes

No

0

5

10

15

20

25

30

35

Does your organization use social media?

ConstructionTransportation, Communications, Electric, Gas, and Sanitary Services

Survey: utilities/construction

Lack

of

know

led..

.

Inabilit

y t

o m

ea..

.

Lack

of

budget

...

Managem

ent

re..

.

Lack

of

tech

nic

a..

.

Not

rele

vant

to..

.0

5

10

15

20

Why is your organization not using social media?

Construction

Transportation, Communications, Electric, Gas, and Sanitary Services

Your social media program

1. Listen

2. Formulate strategy

3. Identify resources

4. Implement

5. Measure

Questions