1. Social Media Update 2010 Research into Dutch companies use and organization of social media by Bram Koster BrightTALK, March 9, 2010

2. Bram Koster

• 12 years experience in online marketing and comms

• Has worked for:

• • Unilever, Ericsson, McCain, Rituals, Bruna (as external consultant)

• • Organon, WoningNet, AkzoNobel (as employee)

• Now: Marketing & Communications Manager, ODMedia

• • Video on demand services

• Holds MBA and MMM (master of marketing mngt)

3. Bram Koster online

4. Research questions What are companies doing with social media? How do they organize their social media activities?

5. Research setup Collaboration with Jungle Minds , internet consultancy Online survey: 155 respondents Interviews: 14 respondents

6. Very little experience 63% of respondents have been active in social media less than a year or have yet to start

7. Expectations for 2010 73% expect growth or strong growth 0% expect decrease in resources

8. Subjects covered in social media activities Heavy focus on products & services Much less on HR, sustainability, etc.

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10. Organizational baby steps Few people involved Small number of FTEs allocated No separate budgets

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12. First shoot and then find a target Companies use 5 different types of platforms Steep learning curve due to little experience and small number of people involved

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14.

• Top 3 B2B

• Professional social networks

• Microblogs

• Personal social networks

• Top 3 B2C

• Personal social networks

• Microblogs

• Professional social networks / Video websites

15. B2B vs B2C B2B has overtaken B2C in social media use (89% vs 77%) 53% of B2B companies started in 2009

16. Industry reputation drives social media activities Companies in industries with low reputation are more active and have a broader scope in subjects Potential vicious circle

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19. Coordination of social media activities High reputation: 61% marketing in the lead Low reputation: 29% marketing in the lead

20. Summary

• Companies in NL searching for use of social media

• • What can they bring us?

• Companies searching for best way to use

• • How do we take advantage of them?

• Social media hardly integrated into organization

• • Experimental phase

• B2B leads use of social media

• Reputation drives social media activities (and vice versa?)

• Lack of best practices & shining examples

21. Thank you for your attention!

22. Literature

• Reputation Results of the Largest Companies in The Netherlands 2009 (report), Reputation Institute, 2009

• The Annual Reputation Institute Study in The Netherlands 2007 (presentatie), Reputation Institute, 2007

23. Image credits

• Slide 4: http://socialmediare.com/wp-content/uploads/2009/10/social-media-poll.jpg

• Slide 5: http://upload.wikimedia.org/wikipedia/commons/4/4f/Framework_complexity_of_the_Pater_Noster_lighthouse.jpg

• Slide 6: https://www.btowstore.com/WebRoot/BT2/Shops/Store2_002E_Shop1934/MediaGallery/Baby_0020_on_0020_PC.jpg

• Slide 7: http://www.datajar.com.au/images/growth-graph.jpg

• Slide 8: http://francisanderson.files.wordpress.com/2009/10/22725413_4a81cb9d43_b.jpg

• Slide 10: http://sites.google.com/site/parentchildrelationslab/j0422533.jpg

• Slide 12: http://ideaone.files.wordpress.com/2008/11/bigstockphoto_row_of_targets_3111843.jpg

• Slide 15: http://www.treehugger.com/business-clean-energy-reform.jpg

• Slide 16: http:// resolver.kb.nl/resolve?urn =urn:gvn:SFA01:002008434&role= image&size =variable

• Please contact me if you feel Im using any of these images wrongly or illegally.