ey_totalsoft_impactul social media_28oct14_en

Social media and the Romanian business environment

The impact of marketing through social

networks (social media) on the local

business environment

28 October 2014

Pagina 2

“Social media and the Romanian business environment” study

The study analyzes the responses of 209 representatives of companies from various industries in

Romania on how they approach marketing through social networks and the impact this type of

marketing currently has on their work.

Top 5

findings

In 2014 only 58% of respondents say they use social networks to promote their company and plan to use them

further (down from 78% in 2013), while 28% of them say they do not use, but plan to use social media in the

next period (percentage rising from 22% in 2013).

The "star“ platform this year in Romania remains Facebook with 93% of responses (94% globally),

followed by LinkedIn with 61% (71% globally) and Google+ with 31% (54% globally). New entrants in

the ranking for Romania are Pinterest 8% (47% globally) and Instagram 7% (28% globally).

Communication through social media occupies 1-5 hours weekly for the majority of respondents, but

there are good news regarding levels of 6-10 hours and 11-20 hours, which have increased by 3

percent each in 2013 compared to 2014 (from 17% to 20 % and from 13% to 16% respectively).

However, higher levels (21-40 hours) decline in average by 2%.

The general trend regarding the areas where social networks are used by companies in Romania

remains the same, predominantly used in marketing and communication. Increases of 3-5% can be

seen in recruitment, customer service and research of customers’ needs. In comparison to 2013, there

are declines of social media use in networking (-2%) and competitive analysis (-6%).

The study is based on a survey undertaken between 23 September – 15 October 2014. The report analyzes the

responses of 209 respondents from the local business environment. The study used for global comparative data is “2014

Social Media Marketing Industry Report – How Marketers Are Using Social Media to Grow Their Businesses".

If in 2013 the top three benefits of using social media were: increasing market exposure (83%); raising brand

awareness (79%) and customer loyalty (52%), in 2014 the new top 3 are: raising brand awareness (80%);

increasing market exposure (63%) and generating sales opportunities (54%).

1

2

3

4

5

Pagina 3

The platforms used for social

media marketing in the Romanian

business environment

Section 1

Pagina 4

Q1 Do you use social networks to promote your company? (single answer)

Responses: 209

Skipped this question: 0

In 2014 only 58% of respondents say they use social networks to promote the company and intend to continue using them (down

from 78% in 2013), while 28% of them say they do not use, but plan to use social networks in the next period (increase in

percentage from 22% in 2013). Since this year's study proposes an extended scale of response options, there is also shown that

that 13% of respondents do not use social networks to promote their company, nor intend to do so.

22%

78%

2013

No, but I plan to usethem in next period

Yes and I plan to usethem further

58%

1%

28%

13%

2014

Yes and I plan to usethem further

Yes but I will not usethem anymore innext period

No, but I plan to usethem in next period

No and I do notintend to use them

Pagina 5

Q2 If you do use social media, which of the following platforms? (multiple answer)

Responses:123


The "star“ platform this year in Romania remains Facebook with 93% of responses, declining only with two percent compared to

the previous year. Globally, Facebook leads in the ranking of the most used platforms by 94%. In Romania, a significant increase

of 21% was also recorded for LinkedIn, which globally is in 3rd position with 71%, ahead of Twitter ranked 2nd by 81%. Locally

there is also an increase, although of only 5%, recorded by Google+, which has a global share of 54%. New entrants in the ranking

for Romania are Pinterest 8% (47% globally) and Instagram 7% (28% globally).

2%

0%

0%

7%

0%

29%

43%

26%

40%

95%

4%

7%

7%

7%

8%

27%

29%

31%

61%

93%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Altele

Yahoo Messenger

Instagram

Skype

Pinterest

Twitter

Youtube

Google+

LinkedIn

Facebook

2014

2013

Others

Pagina 6

The strategy, timing and frequency

of use of social networks in the

Romanian business environment

Section 2

Pagina 7

Q3

Does your organization have a strategy regarding social

networks? (single answer)

Responses: 123


If 46% of respondents say they have a strategy regarding social networks within the marketing team and 19% even

have it integrated across the whole company, only 7% have a social media strategy within the commercial team. On the

other hand, 27% of participants in the 2014 edition of the study acknowledge that they do not yet have a strategy on

social networks.

2014

1%

7%

19%

27%

46%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Others

Yes, we have a strategy across the commercial team

Yes, we have a strategy across the company

We do not yet have a strategy regarding the socialnetworks

Yes, we have a strategy across the marketing team

Pagina 8

Q4

For how long have you been using social networks in your

company? (single answer)

Responses: 123


Most Romanian companies (31%) have been using social media for promotion on average for 1-2 years, followed by

24% of respondent companies who say they have been using social media for the last 2-3 years. No less than 16%

though, is the percentage of companies that have been using social media within the marketing mix under one year. At

the other end of the ranking scale are 14% of companies that say they have been using social media for more than 4

years.

2014

16%

31%

24%

15%

7%

7%

0% 5% 10% 15% 20% 25% 30% 35%

Less than 1 year

1-2 years

2-3 years

3-4 years

4-5 years

Over 5 years

Pagina 9

Q5

The weekly amount of time you assign for promoting your company within

social networks is: (single answer)

Responses: 123


Communication through social media occupies 1-5 hours weekly for the majority of respondents, but there are good

news regarding levels of 6-10 hours and 11-20 hours, which increased by 3 percent each (from 17% to 20 % and

respectively from 13% to 16%). However, higher levels decline in average with 2%. Globally, 40% of companies

communicate via social networks on average 1-5 hours per week, 27% between 6-10 hours per week, while 20%

communicate through social media between 11-20 hours a week.

54%

17%

13%

9%

4%

4%

54%

20%

16%

5%

2%

3%

0% 10% 20% 30% 40% 50% 60%

1-5 hours

6-10 hours

11-20 hours

21-30 hours

31-40 hours

Over 40 hours

2014

2013

Pagina 10

Q6

How often do you post information on social networks? (single answer)

Responses: 123


Frequency of use of social networks has decreased significantly. In 2014 only 41% of respondents say they use social media

daily, 8% less than in 2013. However, the percentages grow for those using social media every 2-3 days ,from 15% in 2013

to 23% in 2014. The frequency of use of communication through social media weekly also increases from 21% to 22%. The

resistance area of those who use social media once every few months remains at 9%.

49%

15%

21%

6%

9%

41%

23%

22%

5%

9%

0% 10% 20% 30% 40% 50% 60%

Daily

Once in 2-3 days

Weekly

Monthly

Once every few months

2014

2013

Pagina 11

Q7 Will your company change the way or frequency of use of social

networks in the near future? (single answer)

Responses: 123


Asked if they will change the way or frequency of use of social networks in the near future, 72% of respondents

say their use of social media will increase, and 27% say their use social media will remain the same. A small

percentage of 1% say the use of social networks will be reduced for their companies.

2014

1%

27%

72%

The use will decrease

The use will maintain

The use will increase

0% 10% 20% 30% 40% 50% 60% 70% 80%

Pagina 12

Managing campaigns and activities

through social networks

Section 3

Pagina 13

Q8 Which department in your company is in charge with social

networks?(single answer)

Responses: 123


For this aspect we also decided to provide more response options in the new edition of the study, to increase the accuracy of the

analysis. Thus, we find that a specially dedicated department is dealing with social media in 51% of respondent companies.

However, a significant percentage of 23% say that they do not have a department within the company that handles communication

through social networks. There are companies in which this activity belongs to the HR department (6%) or IT (4%), but the most

important aspect is that only 8% of companies have a specially dedicated department for communication through social media.

2013 2014

5%

95%

0% 20% 40% 60% 80% 100%

Others

Marketing department

8%

4%

6%

8%

23%

51%

0% 10% 20% 30% 40% 50% 60%

Other

IT department

HR department

Marketing department

We do not have a departmentthat is in charge with social

networks

A specially dedicateddepartment for communication

through social networks

Pagina 14

Q9 Do you manage the campaigns on social networks by yourself or

externalize them (specialized agency)? (single answer)

Responses: 123


To find in depth responses, we also decided to change the scale of answers for this question in 2014. Thus, we added

to last year’s list the response option: "we manage campaigns through internal resources in collaboration with external

services". Therefore, the distribution of responses continues to show that most respondents (64%) say they manage

their own campaigns on social networks.

59%

41%

0% 10% 20% 30% 40% 50% 60% 70%

We manage the campaigns

We use external services

2013 2014

14%

22%

64%

0% 10% 20% 30% 40% 50% 60% 70%

We use external services

We manage them throughinternal resources in

colaboration with externalservices

We manage the campaigns

Pagina 15

Q10

What kind of activities performed on social media do you

externalize? (multiple answer)

Responses: 44


Regarding the activities on social networks 70% of companies say they outsource design and development, 57%

outsource the content creation and 30% each outsource managing social media community, the market research and

public relations. The strategy is outsourced only by 18% of companies, while updating statuses is kept in house by no

less than 85% of companies.

2014

15%

18%

30%

30%

30%

57%

70%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Updating statuses

Strategy

Public relations (PR)

Market research

Managing the community through social networks

Creating content

Design and development

Pagina 16

Q11

Can your company measure the size of return on investment in social

media activities?(single answer)

Responses: 123


Although the majority of respondents (52%) are undecided about measuring the size of return on investment in social

media activities, we can see that 34% of respondents agree and totally agree that this is possible. Only 14% responded

that they disagree or totally disagree regarding the company’s possibility to measure the size of return on investment in

activities on social networks.

2014

12%

2%

52%

28%

6%

0% 10% 20% 30% 40% 50% 60%

Disagree

Totally disagree

Undecided

Agree

Totally agree

Pagina 17

The interaction with followers on

social networks

Section 4

Pagina 18

Q12.1 What kind of content do you offer to folllowers? (multiple answer)

Relative to the type of content offered to followers, on the top 3 positions are: information about the company's products

and services (77%), (69%) information about the company – company history, testimonials from current clients, events -

and information about the campaigns, promotions, direct or indirect sales (62%).

Responses: 123


2014

4%

21%

35%

43%

62%

69%

77%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Others

Content that is not related to the company

Job offers

Answer the questions, suggestions and complaints

Information about the campaigns, promotions and director indirect sales

Information about the company: company history,testimonials of current clients, events

Information about the company products and services

Pagina 19

Q12.2 What kind of content do you offer to folllowers? (multiple answers)

Regardless of the industry, the social environment is used for transmitting information about the company, customers or

events. Apart from tourism (67%), answers to questions, suggestions or complaints are mainly used in finance and

banking (52% of respondents), retail/distribution (43%) and food and beverages (39%). Content that is not related to the

company is transmitted mainly by tourism and media/advertising companies (33% of respondents).

Sorted by the field of activity of surveyed companies

67%

38%

48%

33%

46%

50%

13%

57%

6%

37%

52%

67%

13%

36%

13%

38%

17%

6%

19%

12%

11%

32%

17%

67%

25%

18%

13%

15%

39%

6%

43%

26%

52%

33%

100%

38%

55%

33%

38%

67%

19%

71%

6%

37%

60%

50%

100%

25%

30%

27%

38%

39%

19%

67%

32%

56%

67%

33%

13%

15%

10%

8%

22%

6%

10%

11%

16%

33%

Turism

Public administration

Professional services

Industry / Production

Telecommunications / IT&C

Food Industry / Agriculture

Construction / Real Estate

Retail and / or wholesale

Energy / Utilities and Mining

Pharmaceutical Industry / Healthcare

Finance and banking

Advertising / Media Information about thecompany: company history,testimonials of current clients,eventsJob offers

Answer the questions,suggestions and complaints

Information about thecompany products andservices

Information about thecampaigns and direct orindirect sales

Content that is not related tothe company

Pagina 20

Q13

Do you ask followers on social networks about what they expect from

your products/services? (single answer)

Although 14% of surveyed companies say they do not ask social media followers about their requirements for the

products and services offered, 35% responded that they involve followers and act according to the feedback obtained,

while the 49% that do not involve but plans to do so in the next period express an opening to the value of feedback

coming from social media followers.

Responses: 123


2014

49%

14%

35%

2%

0% 10% 20% 30% 40% 50% 60%

No, but we plan to involve them in the next period

No, we do not consider it a suitable environment forobtaining this information

Yes, we involve the followers and act in accordance withtheir feedback

Yes, we involve the followers but we do not act inaccordance with their feedback

Pagina 21

Q14 Do you use communication through social networks to interact with your

employees? (tools such as portals, forums, blogs, etc) (single answer)

When asked if they use communication through social networks to interact with employees, 19% of respondents say

they use this tool, but have no precise policy in this regard, while 15% of them say they use social media as part of the

internal communication strategy. On the other hand, 35% of respondents say they do not consider the use of such tools

for this purpose, but the 31% who say they do not use social networks at the moment, plan to use them in the future.

Responses: 209


2014

31%

35%

15%

19%

0% 5% 10% 15% 20% 25% 30% 35% 40%

We do not use at this time, but we plan to use themin the next period

We do not consider to be the case for using suchtools

Yes, we use social networks as part of the internalcommunication strategy

Yes, we use social networks but we have notestablished a precise policy

Pagina 22

Q15 Do you think that companies who use social networks have a competitive advantage in

comparison to the companies who don’t? (single answer)

The results of the 2014 edition show a decrease, from 43% to 29% compared to 2013, of those who totally agree with

the statement that the use of social media by companies to interact with customers gives them a competitive advantage

than those who do not do this. An increase of 5% is recorded for those who agree with this statement in 2014 compared

to those who had the same opinion in 2013.

Responses: 209


0%

4%

13%

40%

43%

1%

5%

20%

45%

29%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Totally disagree

Disagree

Undecided

Agree

Totally agree

2014

2013

Pagina 23

Q16 Do you think marketing within social networks is effective? (single

answer)

In 2014, 70% of companies in Romania totally agree and agree on the effectiveness of marketing in social networks,

down from 83% having this opinion in 2013. Moreover, the share of those undecided increases from 17% in 2013 to

24% in 2014, and also the percentage of those who disagree, from 0% in 2013 to 6% in 2014.

Responses: 209


0%

0%

17%

50%

33%

1%

5%

24%

52%

18%

0% 10% 20% 30% 40% 50% 60%

Totally disagree

Disagree

Undecided

Agree

Totally agree

2014

2013

Pagina 24

Areas where social networks are

used in the Romanian business

environment, allocated budgets

and benefits obtained by

companies

Section 5

Pagina 25

Q17.1 For which of the following areas do you use social networks

within the company you work for? (multiple answer)

Responses: 123


The general trend regarding the areas where social networks are used by companies in Romania remains the same,

predominantly used in marketing and communication. Increases of 3-5% can be seen in recruitment, customer service and

research of needs. There are declines of social media use in networking (-2%) and competitive analysis (-6%).

87%

21%

15%

33%

31%

74%

45%

37%

89%

15%

20%

37%

34%

74%

46%

35%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Communication

Competitive analysis

Research

Customer service

Recruitment

Marketing

Sales

Networking

2014

2013

Pagina 26



Responses: 123


Although communication is the main area of use of social networks regardless of industry, the objective of selling through

social media appears especially in the companies in the tourism industry (100% of respondents), financial and banking

institutions (48% of respondents) and IT&C (46% of respondents). Over half of respondents in IT&C signal using social media

for recruitment, emphasizing the use of all possible channels to attract highly qualified resources.

Sorted by the field of activity of surveyed companies

67%

38%

64%

43%

69%

61%

19%

76%

18%

42%

60%

83%

13%

12%

7%

15%

14%

5%

20%

17%

67%

13%

9%

7%

23%

11%

6%

10%

6%

5%

20%

17%

67%

13%

24%

13%

23%

17%

48%

11%

44%

17%

13%

33%

13%

54%

28%

14%

12%

5%

32%

67%

13%

48%

30%

62%

56%

25%

62%

32%

68%

83%

100%

13%

30%

13%

46%

28%

19%

33%

16%

48%

33%

13%

30%

10%

38%

11%

19%

29%

6%

5%

28%

67%

Turism









Pharmaceutical Industry /…

Finance and banking

Advertising / Media Communication

Competitiveanalysis

Research

Customer service

Recruitment

Marketing

Sales

Networking

Pagina 27



Responses: 123


In large companies, of over 1000 employees, the use of social media for customer service is more present (37% of

respondents) than in small companies (18% of respondents). Medium-sized companies that have between 100-500

employees, has the highest percentage of using social media for recruitment (27% of respondents).

51%

57%

48%

45%

61%

6%

18%

5%

5%

16%

13%

18%

7%

16%

18%

29%

18%

5%

37%

13%

21%

27%

20%

26%

43%

54%

39%

45%

42%

24%

29%

20%

20%

42%

22%

18%

20%

20%

21%

<50 employees

51-100 employees

101-500 employees

501-1000 employees

>1000 employees

Communication

Competitive analysis

Research

Customer service

Recruitment

Marketing

Sales

Networking

Sorted by the number of employees of the responded companies

Pagina 28

Q18.1

What benefits does the use of social networks bring you? (multiple answer)

Responses: 123


Increasing brand awareness and market exposure remains the most important benefits of using social networks; 54% of

respondents talk about generating sales opportunities, a significant increase compared to 2013. In contrast, only 34% of

respondents said that using social media produced an effective increase in sales, a decrease compared to 2013. A steady

percent compared to last year, more than half of the respondents mentioned increasing customer loyalty by using social

networks.

2013 2014

3%

21%

22%

22%

25%

34%

40%

51%

54%

63%

80%

0% 20% 40% 60% 80% 100%

Others

Improving the communicationwith the employees

Availability of market insights

Developing businesspartnerships

Reduced costs regardingmarketing

Increased sales

Improving the image andreputation of the employer

Customers loyalty

Generating sales opportunities

Increased market exposure

Increased brand awareness

13%

19%

19%

37%

46%

52%

52%

79%

83%

0% 20% 40% 60% 80% 100%


Availability of market insights

Generating opportunitiesregarding the entrance into…

Reduced costs regardingmarketing

Increased sales

Increased customer traffic

Customers loyalty

Increased brand awareness

Increased market exposure

Pagina 29

Q18.2


Responses: 123


The top three industries that indicate increasing sales through social networks are tourism (67%), finance and banking

institutions (36%) and IT&C (31% of respondents). Respondents in the tourism industry indicate increasing customer loyalty

and brand awareness, benefits that are reported mainly also by companies in media/advertising or finance and banking

institutions, retail/distribution, food industry, agriculture and professional services. 46% of respondents in IT&C appreciate

the positive impact of social media in improving their reputation of a good employer.

Sorted by the sector of activity of the responded company

67%

18%

20%

31%

22%

13%

29%

11%

36%

17%

67%

39%

23%

31%

39%

25%

48%

21%

48%

67%

100%

27%

20%

38%

44%

38%

6%

26%

56%

67%

21%

10%

23%

19%

14%

6%

11%

20%

100%

38%

58%

30%

54%

56%

25%

67%

12%

32%

68%

67%

25%

27%

7%

15%

6%

19%

24%

17%

13%

21%

13%

23%

11%

29%

5%

28%

33%

13%

52%

30%

62%

50%

19%

48%

6%

26%

44%

50%

25%

12%

7%

23%

17%

24%

12%

16%

17%

33%

13%

27%

13%

46%

33%

6%

24%

12%

11%

36%

50%

Turism









Pharmaceutical Industry /…

Finance and banking

Advertising / MediaIncreased sales

Generating salesopportunities

Customers loyalty

Availability of marketinsights

Increased brandawareness


Reduced costsregarding themarketingIncreased marketexposure

Improving thecommunication withthe employeesImproving the imageand reputation of theemployer

Pagina 30

Q18.3


Responses: 123


Social networks are perceived by small and medium companies as an alternative medium, affordable, for increasing brand

awareness and market exposure. Large companies appreciate the impact on sales growth, indicating that social networks

are more efficient than other traditional marketing channels. Companies with a turnover of over 50 million EUR use social

networks to improve communication with employees, benefit reported by nearly a third of respondents, compared to only 4%

of the companies with turnover of less than 1 million EUR.

Sorted by respondent companies turnover

16%

22%

26%

13%

24%

30%

32%

37%

31%

31%

22%

28%

40%

31%

41%

14%

3%

17%

13%

24%

41%

53%

60%

31%

41%

13%

12%

14%

13%

14%

7%

20%

17%

25%

14%

32%

40%

49%

25%

38%

4%

13%

6%

31%

28%

12%

23%

29%

38%

38%

< € 1 milion

€ 1-10 milion

€ 10-50 milion

€ 50-100 milion

> € 100 milion

Increased sales Generating sales opportunities

Customers loyalty Availability of market insights

Increased brand awareness Developing business partnerships

Reduced costs regarding the marketing Increased market exposure

Improving the communication with the employees Improving the image and reputation of the employer

strategy

Pagina 31

Q19.1 What stage of the sales process do you consider to influence

through social networks? (multiple answer)

Responses: 123


Using social media networks can influence important steps in the sales process. Thus, 61% of companies say they influence

the prospecting and identification of sales opportunities, 38% say they influence the offer through discussions and

demonstrations about products or services offered online, and 37% say they notice the after sales influence, especially due

to regular informing and usefulness in handling complaints. In contrast, 14% of companies say they do not use social

networks in the sales process.

2014

14%

20%

30%

35%

37%

38%

61%

0% 10% 20% 30% 40% 50% 60% 70%

We do not use social media in the sales process

Sale: order taking and discussion based on it

Qualifying potential customers and providing information aboutthe company or products

Prequalification of potential customers: gathering informationabout them

Post-sale: regular briefings, handling complaints

Offering: discussions about products or services offered, onlinedemonstrations

Prospecting: identifying sales opportunities

Pagina 32

Q19.2

What stage of the sales process do you consider to influence

through social networks? (multiple answer)

Responses: 123


Collection of information through social networks is made especially in the tourism industry (67% of respondents),

retail/distribution (43%) and professional services (36%). Online offering is entirely absent from the responses of energy

companies, utilities and mining. Selling through the online environment is absent in public administration. Industries that use

social media for sale purposes are: tourism (100% of respondents), finance and banking institutions (24%) and IT&C (23%).


100%

25%

45%

17%

46%

17%

31%

52%

6%

21%

68%

50%

67%

25%

36%

3%

23%

11%

19%

43%

5%

32%

67%

13%

24%

10%

8%

17%

19%

33%

12%

16%

16%

33%

38%

24%

20%

15%

22%

13%

38%

16%

36%

17%

100%

15%

7%

23%

6%

13%

10%

24%

17%

33%

38%

18%

17%

23%

33%

13%

19%

6%

11%

40%

50%

9%

13%

8%

22%

10%

6%

5%

17%

Turism









Pharmaceutical Industry /Healthcare

Finance and banking

Advertising / Media Prospecting: identifying salesopportunities

Prequalification of potentialcustomers: gathering informationabout them

Qualifying potential customers andproviding information about thecompany or products

Offering: discussions aboutproducts or services offered, onlinedemonstrations

Sale: order taking and discussionbased on it

Post-sale: regular briefings,handling complaints

We do not use social media in thesales process

Pagina 33

Q20.1

What is the budget you invested in the promotion through social

networks in the past year?(single answer)

Responses: 123


42% of companies in Romania have invested under EUR 1000 in the promotion through social networks in the past

year, 15% have invested between EUR 1000 and 3000 for the same approach, while 23% have invested more than

EUR 3000 in social media promotion. A significant percentage (20%) of respondents said they do not know how much

their companies have invested in promoting their businesses through social media in the last year.

2014

20%

42%

15%

8%

7%

8%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

I don't know

Under € 1000

€ 1000-3000

€ 3000-5000

€ 5000-10000

> € 10000

Pagina 34



Responses: 123


Interestingly, the number of respondents who can not estimate the size of the budget invested in promotion through

social networking increases as the size of the companies gets bigger. This result emphasizes the idea that large

companies promoting through social networks is an organization-wide strategy and budgets are distributed across

multiple departments.

Q20.2

Sorted by responded companies turnover

61%

43%

40%

13%

6%

3%

8%

14%

12%

8%

18%

25%

6%

10%

19%

23%

12%

3%

8%

5%

25%

18%

15%

22%

37%

46%

< € 1 million

€ 1-5 million

€ 10-50 million

€ 50-100 million

> € 100 million

Under € 1000

€ 5000-10000

€ 3000-5000

€ 1000-3000

> €10000

I don't know

Pagina 35



Responses: 123


45% of respondents in IT&C do not know the budget they invest in social networks. The biggest budgets, of over 10,000

EUR annually, are allocated by food and agriculture (23% of respondents), pharmaceutical (13%) and finance and

banking industries (11% of respondents).

Q20.3

33%

33%

56%

40%

33%

46%

40%

50%

67%

13%

25%

50%

33%

13%

20%

6%

33%

13%

11%

23%

40%

6%

13%

16%

34%

33%

22%

13%

11%

35%

21%

17%

7%

11%

23%

13%

13%

11%

34%

22%

27%

45%

8%

25%

13%

16%

33%

Turism










Finance and banking

Advertising / Media

Under € 1000

€ 5000-10000

€ 3000-5000

€ 1000-3000

> €10000

I don't know


Pagina 36

Q21.1 Do you think that generating sales opportunities within social

media is effective?(single answer)

12% of respondents strongly agree with the statement that generating sales opportunities within social networks is

effective and 53% agree with this. Significantly lower values are recorded for those who disagree with the effectiveness

of generating sales opportunities within social networks.

Responses: 209


2014

1%

8%

26%

53%

12%

0% 10% 20% 30% 40% 50% 60%

Totally disagree

Disagree

Undecided

Agree

Totally agree

Pagina 37

Q21.2 Do you think that generating sales opportunities within social

media is effective?(single answer)

Small and medium companies, with turnover below 50 million EUR , signal a lower efficiency in generating sales

opportunities than large companies with turnover of over 100 million EUR.

Responses: 209


Sorted by respondent companies turnover

17%

7%

11%

6%

17%

52%

53%

46%

56%

62%

23%

25%

37%

25%

21%

7%

13%

6%

13%

2%

< € 100 milion

€ 1-10 milion

€ 10-50 milion

€ 50-100 milion

> € 100 milion

Totally agree

Agree

Undecided

Disagree

Totally disagree

Pagina 38

Q22.1 Do you use monitoring / "listening" tools for social networks to find out what is being said about your company/products? (single answer)

Of only 37% of respondents that say they use social media monitoring tools to find out what is being said about the

company or the company's products, only 19% respond to the notifications received and 18% of them say they have a

policy for replying in this respect. The remaining 63% either consider there is not the case to use such tools (21%) or

are not using but plan to do so in the next period (42%).

Responses: 209


2014

42%

21%

19%

18%

0% 10% 20% 30% 40% 50%

Do not use at the moment, but we plan to use inthe next period

We do not consider it appropriate to use suchtools

Yes, we use such tools and react to thenotifications received

Yes, we use such tools, but we do not have apolicy for replying

Pagina 39

Q22.2 Do you use monitoring / "listening" tools for social networks to find out what is being said about your company/product? (single answer)

From the perspective of an analysis at sector of activity level of the responding companies it is to note that the most

important share of responses indicate that no listening tools are used at this time. Companies that "listen" (whether they

respond/react or not afterwards) are those in advertising/media (67%), finance and banking (56%) and

telecommunications and IT&C (54%).

Responses: 209


38%

21%

10%

46%

22%

19%

11%

32%

50%

33%

12%

27%

8%

22%

13%

5%

12%

36%

24%

17%

66%

38%

48%

30%

23%

45%

49%

52%

76%

42%

20%

33%

24%

19%

33%

23%

11%

38%

24%

12%

11%

24%

Turism










Finance and banking

Advertising / Media

Yes, we use such toolsand react to thenotifications received

Yes, we use such tools,but we do not have apolicy for replying

Do not use at the moment,but we plan to use in thenext period

We do not consider itappropriate to use suchtools


Pagina 40

The study is based on a survey undertaken

between 23 September – 15 October 2014.

The report analyzes the answers of 209

respondents from the local business

environment.

Demographics

Pagina 41

Demographics

Romanian company (yes/no) Number of employees

17%

23%

60%

0% 10%20%30%40%50%60%70%

Joint venture (foreign andromanian)

Company with foreign capital

Company with domestic capital

38%

13%

21%

10%

18%

0% 10% 20% 30% 40%

<50 employees

51-100 employees

101-500 employees

501-1000 employees

>1000 employees

Pagina 42

Demographics

Industry Turnover

1%

3%

4%

6%

8%

8%

9%

9%

10%

12%

14%

16%

0% 5% 10% 15% 20%

Turism

Advertising / Media






Pharmaceutical Industry /Healthcare


Finance and banking



33%

29%

16%

8%

14%

0% 10% 20% 30% 40%

<€ 1 million

€ 1-10 million

€ 10-50 million

€ 50-100 million

> € 100 million

Pagina 43

Demographics

Position of respondent Age of respondent

21%

26%

8%

30%

9%

6%

0% 5% 10% 15% 20% 25% 30% 35%

Others

General Director / President / CEO

CFO / Treasurer / Controller

Director / Manager / MarketingSpecialist / Communication

Director / Manager / SalesSpecialist

Director / Manager / HR Specialist

3%

31%

27%

39%

0% 10% 20% 30% 40% 50%

<25 years

25-34 years

35-45 years

>45 years

Pagina 44

Project team

Elena Badea Director of Marketing

EY Romania

[email protected]

Constantin Măgdălina Senior Associate, Maketing

EY Romania

[email protected]

We would like to thank all the respondents for their

support in conducting this study.

Ioana Sigarteu Online Marketing Manager

TotalSoft

[email protected]

Daniel Ionescu Sales & Marketing Director

TotalSoft

[email protected]

Pagina 45

Thank you! The study will be repeated in the same period in 2015,

and the new edition will include comparative data with 2014.

ey_totalsoft_impactul social media_28oct14_en

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