state of social media in belgium presentation

Mic Adam

Visibility and Social Media Monitoring study of Belgian companies

Survey Results

August 2010

Vanguard Leadership (c) – August 2010

Introduction

• Social media for business is a hot topic

• Key questions:

• Are companies present in social media?

• How visible do thy make they presence?

• Do companies monitor their social media accounts?

• Do they engage their audience?


Research method (1)

• Visibility of companies

• 540 companies analyzed

• BEL-20 companies

• Trends Gazellen

• Brussels – Large companies

• Antwerp – Medium sized companies

• Miscelaneous companies (large and small geographically spread all over belgium)

• Company websites were visited and checked for links to social media profiles

• Inventory of social media profiles through various search engines and tools including platforms themselves


Research method (2)

• Social Media Monitoring

• Twitter

• Facebook

• LinkedIn


Some Statistics

• Facebook 500 million, Twitter 150 million and LinkedIn 75 million

• In Belgium LI has +/-800K members, FB 3.5M and Twitter +/-100K users

• In Belgium there are

• +/-4.500 companies represented in LinkedIn

• No specific numbers are available for Facebook or Twitter


Visibility of Belgian companies


Present 71%

Not Present 29%

Social Media Presence

Social Media Presence = have a profile on at least one SoM

platform Vanguard Leadership (c) – August 2010

Social Media Visibility on company website

Yes 25%

No 75%

Yes 35%

No 65%

1 in 4 on ALL companies

1 in 3 on companies with

social media profile


Where are companies?

0%

10%

20%

30%

40%

50%

60%

70%

80%

Facebook Twitter LinkedIn


Are you listening?


Twitter Monitoring

Reply 45%

No Reply 55%

• Step 1: Generic Tweet requesting acknowledgement

• Step 2: Request for specific & relevant information

• Step 3: File a complaint about not listening


Twitter Monitoring

Conclusions: • Only 45% of the companies replied!

Reasons why not responding: • Dormant name – claimed for future use?

• Not really used – it is someone’s toy?

• Only used to shout AT the world, not engage


Facebook Presence

• 20% - Page only: Just claimed page (no fans/No posts)

• 43% - Starter: a few fans and limited amount of posts

• 19% - Advertizers: Fans but only outgoing posts

• 18% - Conversationalists: Fans and posts from company and fans

20%

43%

19%

18%


LinkedIn Monitoring

Aspects of interactivity

• Companies & people following companies

• Status live update follow

• Comments on discussions

• Replies to Questions & Answers

• Poll votes


Companies in LinkedIn Overview

0%

10%

20%

30%

40%

50%

60%

70%

1-10 11-50 51-200 201-500 501-1000 1.001-5.000 5.000-10.000

Reflects belgian business landscape Vanguard Leadership (c) – August 2010

Followers of company

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

5K-10K 51-250 1-10

Remarks:

• Large companies: few employees follow their company

• Medium sized companies: evenly spread

• Small companies: in line with size Vanguard Leadership (c) – August 2010

Status Updates


Conversations in LinkedIn Groups

78%

15%

5%

1% 1%

No comment 1-5 comments

6-20comments 21-50 comments

50+ comments

• Out of 78% uncommented discussions is about 4 out 5

• Link to article or website

• Event announcement

• Advertizing service or product Vanguard Leadership (c) – August 2010

Answers

12%

44%

35%

8%

1%

No comment

1-5 comments

6-20comments

21-50 comments

50+ comments


Polls

0%

10%

20%

30%

40%

50%

60%

No votes 1 - 5 votes 6 - 20 votes 21 - 50votes

51 - 250votes

251 - 1,000votes

1000+ votes


Conclusions

• Companies are only getting their feet wet..

• Socil media is not really part of the company and marketing strategy

• Some companies might be monitoring social media but most are certainly not engaging their customers.


Recommendations Visibility

• Add social media links to your website

Twitter

• Use a representative and easy to find name

• Give followers a reason to follow you

Facebook

• Post regularly but not too commercial info

• Engage your audience

LinkedIn

• Have a company profile people can follow, including your employees

• Create and moderate good discussions Vanguard Leadership (c) – August 2010

Recommendations Before you get started:

• Create social media awareness for all employees (not just for marketing)

• Create inventory where audiences, employees, clients and markets are

• Create and implement a social media policy

When you are up and running:

• Integrate social media into the company’s strategy

• Commit resources (people, money and time) to implement social media

• Monitor your social media accounts

• Engage your audience Vanguard Leadership (c) – August 2010

About Vanguard Leadership

Vanguard Leadership is a Social Media Policy Consultancy company that focuses on helping companies and individuals protect their reputation in social media by

• Providing awareness presentations about social media

• Creating social media inventories

• Creating and implementing social media policies

• Providing customized trainings and workshops

• Providing social media monitoring in an outsourced model.

Vanguard Leadership also provides specific training and monitoring solutions for companies taking them “from a professional profile to an efficient social media strategy.


Contact details

Mic Adam Social Media Policy Creator

General Manager

Vanguard Leadership

Website: www.vanguard-leadership.be

Blog: http://micvadam.wordpress.com

Email: [email protected]

Phone: +32 478 50 41 35

Skype: micvadam

Address: Jan Vanlooylaan 63

B-8670 Koksijde

Belgium

state of social media in belgium presentation

Documents

social media

vanguard leadership

research method

leadership

company

companies

people

visibility