social media survey report a dutch company perspective

Booz & Company

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Social Media Survey ReportA Dutch Company Perspective

Amsterdam, May 2011 Presentation Document

1

The Social Media Survey aims to provide insights on Dutch companies’ usage and perception of Social Media

� Booz & Company works closely with clients to create and deliver essential advantage

� As part of the overall strategy, Booz&Co. also creates Social Media strategies to help companies understand the value of Social Media and build required capabilities

� To get a better insight in the current Social Media landscape in the Netherlands, Booz&Co. conducted the Social Media Survey in Q1, 2011

� The survey was sent to targeted contacts in Board, senior- and middle-management in a range of small, medium to large companies

� The responses give a good insight in the current use and perception of Social Media within Dutch companies

� Results of the survey are shared to inform and educate companies about the potential of Social Media

Introduction

Booz & Company - Social Media Survey

2

Dutch companies realize that Social Media offers potential, yet are still struggling to grasp and capture the full benefits

Key Social Media Survey FindingsKey Social Media Survey Findings

� Respondents believe that Social Media should have a higher priority on their Board’s agenda and that the full potential is not yet captured

� Smaller companies are more active in Social Media, especially mid-sized companies are lagging

� Perceived benefits of Social Media are primarily in brand awareness and customer engagement, and not (yet) on creating leads and driving incremental sales

� Current barriers to wider application of Social Media are based on misperceptions and lack of understanding

� Across the board, measurement of the impact of Social platforms is limited

� Companies do plan to increase investments and allocate more resources to Social Media in the coming year and develop specific Social Media capabilities







Introduction

33

Our Social Media perspective

Survey results

Key findings & guidelines

44

Social Media has evolved from “keep in touch” to a means to “accomplish life’s tasks together”

Specific GeneralPlatform Focus

Friend

Meet

Pla

tfo

rm P

urp

ose

Social Media Spectrum

Our perspective

5

Social Media can not be ignored - the number of monthly unique visitors and time spend is characterized by strong growth

Monthly Unique VisitorsMln visitors

314

262

214

+21%

201020092008

+64%

2010

6:00:25

2009

3:32:49

2008

2:13:24

Time Spent Per Person/MonthHrs:Min:Sec

Global Traffic To Social Media Sites (Home & Work)

Source: Nielsen, Booz & Company analysis

Our perspective

6

As a result, the ten most popular social platforms attract tens of millions of visitors

7812

2730

42

50

81

96

550

Top Ten Most Popular Social PlatformsUnique Monthly Visitors (Mln), May 2011

Source: EbizMBA, Booz & Company analysis

Our perspective

7

60%

51%

79%

67%

7

Media usage is shifting, followed by consumer behaviour

1) Estimated spend on social networking sites is based on top ad-supported member community sites as ranked by unique visitors in Aug 2009Source: Nielsen OnlineComscore; Interact Conference Berlin; Analisim Booz & Company analysis

Social Networker

Non Social Networker

-16%

-18%

+11%

+25%

+33%

+26%

Video game

2.52.0

Magazine

2.73.2

MP3

4.83.6

Mobile

5.14.6

TV

9.4

11.5

Online

11.0

8.7

Media Mix - “Social Networker” vs Others(Hours/Week)

Social Media Impact on Purchase Intentn = 1,500 consumers

Are you more likely to buy since

becoming a fan / follower?

Are you more likely to recommend since

becoming a fan / follower?

Our perspective

8

All value creation opportunities related to ‘Social’ initiate from building a community first

Marketing/ Advertising

Brand Awareness

Customer Service/ Information

Innovation

Education / Environment

Community Growth

Created a strong community to attract advertisers and reach

~$1Bn in revenue in 2010

Uses online communities to provide technical support - MS achieved investment payback in 1st year and ROI of 99%.

Grows its community through referrals -

increased their membership base from 15,000 to 150,000 in the first year of operations.”

Used Communispace to create a community

support the launch of their new weight loss drug - the drug made €155Mn in first

6 weeks of launch.

Used their online community for a “light-brigade” campaign on local and national level - thousands of people

replaced their old light bulbs with energy efficient lighting

Opportunities For Value Creation

Community

Social Commerce

Offers local online deals, resulting in $50Mn+

revenues each month

Launched an innovation challenge to improve movie recommendation software - resulting in 10% accuracy improvement and $Mn’s upside

Our perspective

9

Building a community is not as straightforward as it might seem and not all companies are successful

9

Successful in building a communityNot (yet) successful or not yet gained

critical mass

� Lady Gaga: 33Mn fans � ABN AMRO: 8 fans

� Coca Cola: 23Mn fans � T-Mobile US: 239k fans

� Vodafone Zoozoos: 1.5Mn fans � Philips: 40k fans

� Pampers: 606K fans � Whirlpool: 7k fans

� Other examples: � Nike: 4Mn fans + 11Mn fans

on e.g. Nike Football sites� Dell: 505k fans� Heineken: 1.3Mn fans� Pepsico: 3.6Mn (on Pepsi

site)

� Other examples: � Mediamarkt: <5k fans � Deutsche Bank: <2k

fans� Shell: 11k fans

Community Building at Selected Companies# Facebook Fans

Our perspective

10

To capture the value a successful Social strategy needs to be defined along the value chain, in line with the company vision

Open innovation platform

Users produce the product

Online market place for

freelancers

Platform where logistics

professionals can connect

Social Media marketing campaigns

Online Friend’s store connected

to Facebook

Peer to peer help through

community

Customer ServiceSalesMarketingLogisticsSourcingManufacturingInnovation

Company Vision

Value Chain Strategy

Social Strategy

Our perspective

Social Strategy Development

11

Subsequently, a company can identify its way to play and assess the required capabilities

1. Passive

• Pure ‘consumption’ of social• Awareness / buzz measure• Market / competitive analysis

• Social monitoring• Data analysis

Way to Play Required Capabilities

3. Proactive

• Business model innovation• Social campaigning• Customer acquisition & retention

• Social platform development & mgmt

• Trained CSR resources2. Reactive

• Facilitation of social exchange• User reviews / content generation• Customer Service

• Integrated marketing • Monetization dynamics• UI/UX Experience

Our perspective

12

The ‘Customer Journey’ becomes increasingly important…

Source: Booz & Company Analysis

ILLUSTRATIVE

Customer Journey Example

Select/CompareOffers/Prices

Select/CompareProduct

Purchase DeliveryResearch

Digital Customer

On a computer

Shop purchase

Home delivery

Delivery at closest shop

Compare online

Visit shops to compare

Check word-of-mouth on Social

MediaOn a mobile device

Pick-up at Partner Retailer

Service

Service at POS

Call Center Service

Web / SocialService

Our perspective

13

…and a successful social play requires a deep understanding of the customer funnel

Source: Dave McClure, Booz Analysis

Acquisition

Activation

Referral

Retention

Revenue!

Customer Funnel Required Capabilities

� SEO / SEM /

� User interface & interaction dynamics

� Affiliate/campaign marketing

� Web/app/widget development

� Web / metric analytics

� A/B testing

� Customer life cycle management

� Review / social network dynamics

� Blogs/RSS/newsfeeds

� Emails/Alerts/In-app messaging

� Viral growth dynamics

� Subscription / freemium models

� Customer qualification

� Purchase-to-pay optimization

� After-sales service models

� Cross- & up-selling

from:

Volume

to:

Value

Our perspective

1414


Survey results


15

Respondents Profile Breakdown% of responses by level in the organization (n=92)

5%

19%

18%

Board Level (CEO, CFO etc.)1%

(Junior) Professional

Senior Management

Self-employed

24%

Middle Management

Other

33%

Survey includes a balanced mix of seniority and company size

11%

6%6%

9%

25%

27%

9%

> € 5 bln

Don’t know

€ 1 bln - € 5 bln

€ 500 mln - € 1 bln

€ 25 - € 100 mln

€ 100 mln - € 250 mln

6%

€ 250 mln- € 500 mln

< € 25 mln

Respondents’ Company Breakdown% of responses by size of the organization (n=92)

Questions: Which of the following best describes your level within your organization?What is the current annual gross revenue of your company?

Source: Booz & Company analysis

Survey results

16

� Is Social Media an item on the Board agenda?

� Where in the organization is the potential of Social Media not yet captured?

� How much do companies (plan to) invest in terms of FTE & spend?

� What capabilities do companies plan to develop?

� Is Social Media an item on the Board agenda?

� Where in the organization is the potential of Social Media not yet captured?

� How much do companies (plan to) invest in terms of FTE & spend?

� What capabilities do companies plan to develop?

The Social Media Survey addressed eight key questions

16

� Which Social Media platforms are used for what type of activities

� Which noticeable benefits of Social Media do employees see in their companies?

� How is impact of Social Media activities measured?

� What concerns and barriers to invest exist?

1

2

3

4

5

6

7

8

Survey results

17

Linkedin is the most widely used social platform, followed by Facebook and Twitter - Hyves is lagging

Current Use of Social Media% of responses; multiple entries possible per respondent, n=95

1 Current Usage of Social MediaSurvey results

Blogs

Other

24%

24%

36%

4%

42%

Company-Owned Platforms 43%

57%

57%

Consumer Review Sites

75%

3%None

1818

Company size significantly influences Social Media usage –revealing opportunities for the mid-sized segment

60%

29%

Facebook

29%

63%

10%

35%

5%

Hyves

14%

Consumer Review Sites

Blogs1)

25%33%

Other None

3%5%

YouTube

33%

Company-Owned

Platforms1)

19%

48%

65%

0%0%

23%19%

31%

15%

27%

77%

65%

88%

Twitter

58%

48%

LinkedIn

73%

67%

Social Media Usage by Company Size% of respondents indicating usage, multiple entries possible, n=87

1) E.g. company-supported online communities, socially-enabled brand sitesQuestion: Which Social Media platform does your company use?Note: Revenue segments: < 25 million (n=26), 25-500 million (n=21), > 500 million (n=40)Source: Booz & Company analysis

€ 25 to € 500 million € 500 million or moreLess than € 25 million

ObservationsObservations

• Small companies are most active on Linkedin, Twitter and Facebook

• Large companies are most active on YouTube, Company owned platforms, Blogs and consumer review sites

• Medium-sized companies appear less active in Social Media, revealing potential opportunities for this segment

• Small companies are most active on Linkedin, Twitter and Facebook

• Large companies are most active on YouTube, Company owned platforms, Blogs and consumer review sites

• Medium-sized companies appear less active in Social Media, revealing potential opportunities for this segment


1919

Social Media Usage Related to Business Activity% of responses; multiple entries possible per respondent, n=92

Usage focuses on community building and not on direct sales -LinkedIn clearly stands out with strong recruitment focus

Question: For each platform you use, please indicate which activities you use it forSource: Booz & Company analysis

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Build community around product /

brand

% of respondents

Direct salesOtherWebcare / ServiceCapturing insightsRecruitmentAdvertisingMarketing campaigns

YouTubeTwitterCompany owned platformsLinkedinFacebook

Most platforms are used to build a

community

1 Current Usage of Social Media

LinkedIn shows its strong recruitment

focus

Social Media are not widely used to generate sales

Survey results

20

In many cases, smaller companies are more active across platforms

20

35%

15%

38%

35%

Marketing campaigns

5%

10%

Capturing insights

10%

15%

Build community

26%

30%

Recruitment

51%

30%

Recruitment

13%

5%

27%

Advertising

31%

10%12%

Marketing campaigns

33%

10%

46%

Build community

49%

15%

42%

€500 million or more€ 25 to €500 millionLess than € 25 million

Key Business Activity by Company Size% of responses; multiple entries possible per respondent, n=85

Linkedin

46%

38%

Capturing insights

23%

15%

5%

Recruitment

19%

13%

10%

Marketing campaigns

21%

10%

Build community

28%

25%

Facebook Twitter

Question: For each platform you use, please indicate which activities you use it forSource: Booz & Company analysis


2121

Improved customer engagement (communities, interactivity)

2%

10%

Lower cost (e.g., to advertising, customer service)

21%

Other

26%

Improved recruiting effectiveness 27%

Don’t know

29%

Better lead generation (more leads or higher quality)

32%

We don’t see any benefits

46%

Improved quality of customer support

57%

Better / real-time consumer insights

67%

Higher sales conversion

Increased brand awareness / consideration

Increased referrals (e.g., “shares”, “likes”)

3%

9%

Question: Which noticeable benefits does your company see from Social Media today?Source: Booz & Company analysis

Noticeable Benefits from Social Media% of responses; multiple entries possible per respondent, n= 92

2 Noticeable Benefits of Social Media

Respondents primarily see benefits related to brand awareness and customer engagement, not so much lead generation or sales

Survey results

22

Best practice examples by survey respondents

22

Brand Awareness , Consumer

Engagement & Referrals

Customer Service

Sales /lead generation

� “We have a vibrant consumer 'fan' group that enthusiastically responds to our messages”

� “For a new product launch, Social Media was an integral part of the communication strategy”

� “Including "gossip" in your messages results in a significant increase in new visitors”

� “We build a platform to improve awareness (…) and improve first-time-right customer requests”

� “We actively pick up unhappy customers in Social Media and turn them into promoters”

� “We provide service through Twitter and get positive exposure when people are pleased it”

� “Our main purpose for using Social Media is to enhance our Google ranking (SEO). We post news items on Twitter, collect pictures of flagship projects and put them on Facebook and blogs”

� “We use the blogs of our customers (webshop owners) to create customer reviews that create many leads and are responsible for around 30% of sales”

� “We invest in the VINE review program of Amazon, which definitively generates conversion/sales”

Selected Best Practice Examples

Question: Could you shortly describe an example best practice with regards to Social Media within your company?Source: Booz & Company analysis

2 Noticeable Benefits of Social MediaSurvey results

2323

16%

Tweets / re-tweets

Sales generated through Social Media

Don’t know

11%

20%

Leads generated through Social Media 21%

We don’t measure this 23%

Product / service reviews, comments, polls 26%

Buzz (positive / negative mentions) 26%

Unique visitors, page views, time spent on site 41%

Number of fans, followers & likes 43%

Question: How does your company measure the impact of your Social Media platform / platforms today?Source: Booz & Company analysis

Current Measures to Assess Impact of Social Media Platform(s)% of responses; multiple entries possible per respondent, n=92

3 Measuring Social Media Impact


� Basic measures like the number of fans or page views are only tracked by 40% of companies

� Sales generated through Social Media are least tracked with only a 11% response rate

� Basic measures like the number of fans or page views are only tracked by 40% of companies

� Sales generated through Social Media are least tracked with only a 11% response rate

Companies could more actively measure Social Media impact -23% of companies do not track impact at all

Survey results

2424

13%

19%

18%

20%

27%

27%

Number of fans, followers & likes

Unique visitors, page views, time spent on site

Buzz (positive / negative mentions)

Product / service reviews, comments

Leads generated through social media

Don’t know

We don’t measure this

Sales generated through social media

Tweets / re-tweets

29%55%

19%53%

19%35%

19%30%

5%25%

14%12%

33%23%

0%13%

15%24%

15%

42%

38%

Especially mid-sized companies appear least active in measuring Social Media impact

Question: How does your company measure the impact of your Social Media platform / platforms today?Note: Revenue segments: < 25 million (n=26), 25-500 million (n=21), > 500 million (n=40)Source: Booz & Company analysis

Current Measures to Assess Impact of Social Media Platform(s)% of responses; multiple entries possible per respondent, n=92


� Mid-sized companies appear least active – 33% indicates not to measure any Social Media metrics

� Over half of the large & corporate companies tracks basic metrics such as number of fans and unique visitors

� Sales generated through Social Media is hardly tracked

� Mid-sized companies appear least active – 33% indicates not to measure any Social Media metrics

� Over half of the large & corporate companies tracks basic metrics such as number of fans and unique visitors

� Sales generated through Social Media is hardly tracked

€ 25 to €500 million €500 million or moreLess than € 25 million

3 Measuring Social Media ImpactSurvey results

25

Responses to Social Media concerns show the existing misperception on where social can add value to a company

The Social Media Misperception - Key Concerns Regarding Social Media% respondents indicating a ‘medium’ or ‘high’ concern, n=95 (NL only)

Uncertain returns

Loss of control of brand messages and image

52%

52%

Hard to measure 57%

Labor intensive to execute and support 63%

Question. To what extend does your company have any of the following concerns regarding Social Media?Source: Booz & Company analysis

4 Concerns & Barriers to Invest

Our view

Social Media will actually allow for reaching a large community with limited effort & cost - if a clear strategy is the basis

Using social monitoring tools and buzz metrics the effects of Social Media are very measurable

This is a true concern but the positive aspect of Social Media is that initial investment does not need to be high and risks can be mitigated

This is a pessimistic view - Social Media is a great way to positively influence and strengthen brand messages and image building

Survey results

2626

Part of these concerns and barriers to invest are rooted in negative experiences with Social Media in the past

Question: Does your company have any negative experiences with Social Media and if so, which?Source: Booz & Company analysis

Loss of control(brand, reputation,

messages)

Labor intensive (& difficult) to execute

and support

� “One person added bad comments under many different names”

� “A new hire put news on Twitter (..). before that brand was launched in the market”

� “Attendants of our seminars are tweeting or sending their photographs of our charts during presentations or are commenting on the content and we have no control on what they publish -which caused an unexpected buzz

� “We struggle to find time to follow blogs comments”

� “We have more than 150 Facebook pages (…)"

� “We set up a Linkedin group without really knowing how to manage it and how to keep it alive afterwards”

� “Many subject matter experts in any social related competence are flooding the market, offering tools and knowledge that almost always is very limited and not meeting any market relevance to our categories”

� Facebook & Hyves keep changing the rules, they are not clear enough and do not offer direct contacts with experts at their side”

Selected Negative Experiences With Social Media

Concerns & Barriers to Invest4Survey results

27

The current barriers to invest in Social Media show the relativeimmaturity of integrating ‘social’ in day-to-day business

Concerns & Barriers to Invest

The costs are too high 7%

Other 9%

None of these 10%

The lack of right talent 16%

We struggle to keep up with the pace of change

17%

Collaboration across departments is difficult 28%

No proven monetization models 31%

No clear Social Media strategy in place yet 58%

Key Barriers to Invest% of responses; multiple entries possible per respondent, n= 88

Question: Which of the following does your company see as a barrier to Social Media investment? Source: Booz & Company analysis


� A lack of strategy is perceived as the key barrier to invest

� Unproven monetization models as well as organizational collaboration are also considered important barriers

� Level of required funds is not considered an issue

� A lack of strategy is perceived as the key barrier to invest

� Unproven monetization models as well as organizational collaboration are also considered important barriers

� Level of required funds is not considered an issue

4Survey results

28

Extent to Which Social Media Is/Should Be on The Boards’ Agenda% of responses by level in the organization, n=90 (NL only)

40%

27%

(very) little extent

some extent

33%(very) great extent

Respondents clearly indicate Social Media should have a much higher priority on the Board’s Agenda

6%

some extent


32%

(very) great extent

62%

5 Social Media Priority / Board FocusSurvey results

Question: To what extent is Social Media on the Boards’ agenda?To what extent should Social Media be on the Boards’ agenda?


Current Priority Desired Priority

29

Especially (junior) professionals indicate that Social Media is not used to its full potential

41%

(very) great extent

15%

some extent

38%


47%

56%

35%

24%

6%

38%

Board/Senior Management

Junior (Professional)

Middle Management

Extent to Which Companies Are Using The Full Potential of Social Media% of responses by level in the organization, n=80 (NL only)

Question: To what extent would you say your company is using the full potential of Social MediaNote Number of participants is as follows: Board (n=18), Sr. Management (n=29), Middle Management (n =17), (Junior) Professional (n=16) - excluding blanks Source: Booz & Company analysis

5 Social Media Priority / Board FocusSurvey results

3030

Current Use vs. Potential Use of Social Media% of responses; multiple entries possible per respondent, n=95

2%

7%

Logistics

3%

11%

Manufacturing

6%

Other

7%3%

IT

9%

15%

Sourcing

9%

20%

Customer Service

29%

57%

Customer Research

31%

62%

R&D / Innovation /

Product Development

34%

61%

Sales

35%

57%

HR

48%

Promotions

49%

63%

Advertising

51%

59%

PR

64%

72%

Finance

66%

The survey shows that companies have not yet captured the full potential of social…

Current use of social media

Potential use of social media

Questions:. In which parts of the organization does your company use Social Media today ?In which parts of the organization (including the parts where your company uses Social Media at this moment) should your company use Social Media; where do you see potential?


Untapped potential

6 Social Media PotentialSurvey results

3131

Current Use vs. Potential Use of Social Media% of responses; multiple entries possible per respondent, n=95

…especially the mid-sized companies could do better

Questions:. In which parts of the organization does your company use Social Media today ?In which parts of the organization (including the parts where your company uses Social Media at this moment) should your company use Social Media; where do you see potential?


78%75%

38%

49%

77%

41%

R&D / Innovation

83%

51%

78%

Advertising

64% 65%

88%

73%

64%

49%

73%

Customer Service

PR HR Promotions Sales Customer Research

35%

71%

40%

Advertising

20%

57%

Promotions

67%

HR Customer Service

45%

55%57%

43%

PR

48%

15%

48%

15%

62%

Sales Customer Research

R&D / Innovation

10%

Current use of social mediaPotential use of social media

Untapped potential

Untapped potential

38%

R&D / Innovation

HR

42%46%

Customer Service

35%

15%

Sales Customer Research

58% 58%

38%

58%54%

62%

Promotions

65%

Advertising

54%

PR

50%

Company Size:

< €25 mln revenues €25 - €500 mln revenues > €500 mln revenues

6 Social Media PotentialSurvey results

32

Dutch companies do plan to increase annual expenditure on SocialMedia…

32

7 Planned Investments in Social Media

Questions: What’s your company’s annual expenditure on Social Media? What’s your company’s expected annual expenditure on Social Media in 2012?

Note 1: Revenue segments: < 25 million (n=24), 25-500 million (n=14), > 500 million (n=17). A relatively high number of respondents indicated ‘unknown’. Note 2: Spend levels are a weighted average using the midpoint of the indicated spend brackets (e.g.’ €100-250K’ is calculated as €175K. The’ > €250K’ spend bracket is averaged at € 300K Source: Booz & Company analysis

Social Media Investments, Now vs. Planned€ spend, split by company size, n=55

€500 million or more

€266K

+12%

Less than € 25 million

+24%

€94K

€59K

€ 25 to €500 million

€237K

€27K€22K

+59%

Company Size

Spend in 2012Current spend

Survey results

33

…and significantly increase Social Media related FTEs in the nextyear

33

Social Media FTE, Now vs. PlannedWeighted average split by company revenues, n=67

Questions: How many dedicated human resources (Full-Time Equivalent) for Social Media does your company currently have? How many does your company expect to have in 2012?

Note: Revenue segments: < 25 million (n=24), 25-500 million (n=18), > 500 million (n=25) . A relatively high number of respondents indicated ‘unknown’Source: Booz & Company analysis

2.72.4

0.8

8.1

Less than € 25 million

+61%

1.7 FTE

+109%

€500 million or more

3.8 FTE

+196%

€ 25 to €500 million

7 Planned Investments in Social MediaSurvey results

34

Social Media Capabilities to Build Next Year% of responses, n=82

Question. Does your company wish to develop any of the following capabilities in the coming 12 months and if so, how?Source: Booz & Company analysis

11%

10%

14%

16%

26%

18%

17%

23%

19%

26%

16%

18%

13%

20%

13%

19%

19%

17%

22%

31%

22%Create, run and evaluate campaigns through social media 37%

37% 6%Structurally evaluate social media efforts

100%

23%

Produce and approve content for platforms 53% 19%

Prioritize & fund new social media activities 57% 15%

Attract right talent through social media

Develop & prioritize an overarching social media strategy

37%

59%

Structurally capture customer insights thr. social media

14%

46%

42%

18%

22%

45% 17%

Learn from industry best practices across the value chain

44%

Manage customer service through social media

Structurally interact through social media platforms 18%

In the near future, the majority of respondents plan to develop Social Media capabilities related to strategy, funding and content

Yes, by building ourselves

Don’t know

Yes, by partnering

No

8 Future Social Media Capabilities

Top 3 Planned Capabilities

Survey results

3535


Survey results


36

Companies should quickly educate themselves on the power of social

Key findings

Key Social Media Survey FindingsKey Social Media Survey Findings













37

In doing so, the following guiding principles are helpful

Social Media Guiding PrinciplesSocial Media Guiding Principles

� Do not act out of ‘fear of missing out’, but create a clear, integrated social strategy that supports your overall business objectives

� Identify where social could add value along your companies’ value chain, and develop value adding social ‘ways to play’ aligned to your business model

� Assess required versus your current capabilities and decide on a ‘build or buy’ strategy

� Start social tracking, monitoring and analysis since they provide affordable, powerful insights

� Do not be afraid of the power shift to the community, but embrace it and turn it into your advantage

� Understand, engage with and learn from your customer base in order to support your competitive advantage

� Do not act out of ‘fear of missing out’, but create a clear, integrated social strategy that supports your overall business objectives

� Identify where social could add value along your companies’ value chain, and develop value adding social ‘ways to play’ aligned to your business model

� Assess required versus your current capabilities and decide on a ‘build or buy’ strategy

� Start social tracking, monitoring and analysis since they provide affordable, powerful insights

� Do not be afraid of the power shift to the community, but embrace it and turn it into your advantage

� Understand, engage with and learn from your customer base in order to support your competitive advantage

Guidelines

38

In summary, make sure to use your ‘Social Checklist’

Set My AmbitionSet My AmbitionSet My AmbitionSet My Ambition

Close Capability GapsClose Capability GapsClose Capability GapsClose Capability Gaps

Execute & Win!Execute & Win!Execute & Win!Execute & Win!

Define My Social StrategyDefine My Social StrategyDefine My Social StrategyDefine My Social Strategy

Identify My Capability GapsIdentify My Capability GapsIdentify My Capability GapsIdentify My Capability Gaps

39

Feel free to contact us

Coen de Vuijst

Partner

[email protected]

Tamara Obradov

Associate

[email protected]

Robbert Huisman

Associate

[email protected]

social media survey report a dutch company perspective

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