March 29 Business Gets Social Vliu Jroster

8/6/2019 March 29 Business Gets Social Vliu Jroster

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This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or otherauthorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied,distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates.

2011 Gartner, Inc. and/or its affiliates. All rights reserved. 0

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in 80Countries

100,000IT End-User

Inquiries

10,000Media

Inquiries

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Searches

60,000Clients

10,800Client

Enterprises

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Welcome!Thank you for joining us on todays Gartner webinar.


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This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or otherauthorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied,distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates.

2011 Gartner, Inc. and/or its affiliates. All rights reserved.

Venecia K. Liu, Research DirectorJeff Roster, Research VP

March 29, 2011

Gartner Webinar:Business Gets Social: Social Media Toolsand Sites, Buyers and Budgets


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Key Issues

What are the industry adoption patterns andchallenges for social media?

Which social media tools and social networkingsites are hot, and which are not?

How much are companies spending on socialmedia and who owns the budget?

3


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50 to 99employees

3%

100 to 999employees

22%

1,000 to2,499

employees13%

2,500 to4,999

employees9%

5,000 to9,999

employees12%

10,000 or

moreemployees41%

Gartner 2011 Social Media Survey

4

Online survey conducted from Dec.2010 to Jan. 2011 About 50% of 4,321 survey participants

have a social media presence 798 qualified respondents were

active in social media and werepersonally knowledgeable aboutor responsiblefor planning, evaluation or selectionof social media & collaborationwithin their organizations.

Roughly half of the respondentswere from U.S. vs. U.K. and halffrom IT vs. Marketing

Companies with less than 50employees were screened out

N = 798Source: Gartner Social Media Survey, March 2011


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Social Media and Collaboration ToolAdoption: Telecom Industry Leads

5

N = 4,321Source: Gartner Social Media Survey, March 2011

33

3641

42

48

49

49

51

55

56

57

59

63

68

0 10 20 30 40 50 60 70 80

Other

RetailWholesale

Healthcare Providers

Government

Transportation

Manufacturing

Utilities

Insurance

Banking and Securities

Services

Education

Media

Telecom

Percentage of Respondents

Screener Q. Does your organization currently use and/or participate in social media and collaboration tools suchas Wikis, blogs, RSS, web chats, or podcasts for business purposes either for internal or externalcommunication and collaboration?


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Social Networking Site Usage:Lag in Banking and Securities

6

N = 4,321Source: Gartner Social Media Survey, March 2011

46

3435

38

38

42

44

4647

49

52

56

58

77

0 10 20 30 40 50 60 70 80 90

Other

Banking and SecuritiesWholesale

Healthcare Providers

Services

Utilities

Transportation

ManufacturingInsurance

Government

Retail

Telecom

Education

Media


Screener Q: Does your organization currently use and/or participate in social networking sites such asFacebook, YouTube, Twitter, SecondLife, Foursquare or an equivalent, for use either internally orexternally?


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Heat Map for Social Media DriversAcross Industries

H e a

l t h c a r e

T r a n s p o r t a t

i o n

M a n u f a c

t u r i n g

B a n

k i n g

R e t a i

l

W h o l e s a

l e

I n s u r a n c e

T e l e c o m

M e d

i a

G o v e r n m e n

t

Improve Communications

Idea Creation/Creativity

Problem Solving

Generate Revenue

Sharing/Knowledge Transfer

Brand Enhancement

Enhance Teamwork

Retain Customer Loyalty

Enhance Productivity

Decrease Marketing Costs

Lead Generation

Keeping up with Peers

Significant factor Somewhat of a factor Small factor

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Heat Map on Social Media InhibitorsAcross Industries

H e a

l t h c a r e

T r a n s p o r t a t

i o n

M a n u

f a c t u r

i n g

B a n

k i n g

R e t a i

l

W h o

l e

s a l e

I n s u r a n c e

T e l e c o m

M e d

i a

G o v e r n m e n

t

Unclear ROI

Lack of Strategy

Lack of Understanding

Loss of Control

Lack of IT skills

Lack of Executive Support

Lack of Funding

Data Risk/Concern of ExposureRegulatory Hurdles

Security Concerns

Loss of Productivity

Significant factor Somewhat of a factor Small factor

8


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Social Media:Top Technical Challenges

Content Management Monitoring Analytics and/or

Datamining Integration Challenges Linking Social Media to

Databases

9


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Key Issues

What are the industry adoption patterns andchallenges for social media? Which social media tools and social networking

sites are hot, and which are not? How much are companies spending on social

media and who owns the budget?

10


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48

47

39

35

31

30

30

29

26

22

20

159

21

15

22

20

21

23

18

20

18

20

13

2012

5

5

9

8

9

10

8

7

9

8

9

108

0 10 20 30 40 50 60 70 80

Online video

Instant messagin g (IM)

Webcasts

Web chats

Microblogs

Blogs

Tags

Forums, user groups

Podcasts

Wikis

Location based services

Vlogs- video blogsCrowdsourcing


Fu ll Deployment Limited Deploymen t Pilotin g

Tools: Whats Hot and Whats Not

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Q: Thinking about your organization's social software deployments for collaboration and social networking in theworkplace, please indicate what phase of technology adoption your organization is currently in for each tool?


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Social Networking Sites:Whats Hot and Whats Not

12


80

74

70

63

61

43

26

12

11

9

8

5

43

6

6

8

9

9

10

4

10

4

4

4

6

54

6

8

7

7

6

11

4

11

7

6

6

5

77

0 20 40 60 80 100

Facebook

Twitter

YouTube

Proprietary internally created networking site

LinkedIn

Proprietary external ly created community or site

MySpace

Foursquare

Vimeo

Bebo

SecondLife

Technorati

JoostRevveer


Cu rren tly Usin g Plan to with in 6 mon th s Plan to with in 6-12 mon th s

Q: For each of the following social network sites, please indicate whether your organization currently uses thatsite, plans to use in the next six months, plans to use in the next six to 12 months, or has no plans to use in the

next 12 months.


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Customer Service on Twitter

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Q. Which of the following statements describe your organization's activities onTwitter?

N = 590Multiple responses allowedSource: Gartner Social Media Survey, March 2011

70

48

37

28

25

22

9

4

7

0 20 40 60 80

We use Twitter for product announcement

We use Twitter for customer service

We use Twitter to track users

We promote discounts, coupon codes

Use Promoted Tweets

Use Promoted Trends (advertising)

We currently do not use Promoted Tweetsbut plan to in the next 6 months

We currently do not use Promoted Trends

but plan to in the next 6 monthsNone of the above

http://topnews.in/files/Twitter-Logo.jpg


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Context Aware Computing:Foursquare for Business

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Q. Which of the following statements describe your organization's activities onFoursquare?

N = 93Multiple responses allowedSource: Gartner Social Media Survey, March 2011

55

49

38

27

22

13

12

10

0 10 20 30 40 50 60

Our venue is listed on Foursquare

We are tracking customer engagement

We use Foursquare to identify customers

We use Check-in specials

We use Frequency based specials

We use Wildcard specials

We use Mayor Specials

None of the above



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Key Issues

What are the industry adoption patterns andchallenges for social media? Which social media tools and social networking

sites are hot, and which are not? How much are companies spending on social

media and who owns the budget?

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Social Media Ad Campaign Budgets

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Q: What percentage of your organization's advertising campaign budget in fiscalyear 2010 is allocated to social media advertising spending?


13

14

16

10

9

4

7

2

1

1

25

0 5 10 15 20 25 30

Less than 1%

1% to less than 3%

3% to less than 5%

5% to less than 10%

10% to less than 15%





50% or more

Don't Know


Average Budget: 8.84%


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Marketingbudget

43%

IT budget17%

Don't Know13%

Does not incurfinancial cost

14%

EnterpriseBudget

7%

Other businessunits outside of

IT and Marketingsuch as Legal,

HR, R&D6%

Marketingbudget

40%

IT budget25%

Don't Know14%

Does not incurfinancial cost

10%

EnterpriseBudget

6%

Other businessunits outside of

IT and Marketingsuch as Legal,

HR, R&D5%

Majority of Social Media and CollaborationSoftware Costs from Marketing Department

17

U.K. Respondents (N = 160)U.S. Respondents (N = 172)Source: Gartner Social Media Survey, March 2011

Q. Which of the following best describes the cost structure of social media andcollaboration tools and software within your organization?


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Key Findings from Social Media Study

While Facebook, YouTube, and Twitter lead in socialnetworking sites, respondents show interest inFourSquare for 6 to 12 months out

Video Dominates Social Media Tool Adoption

Twitter Use of Customer Service Gaining Traction Communications Industry Leads in Tool Adoption and

Media Industry Leads in Social Networking Site Adoption. Social Media and collaboration software costs mostly

originate from Marketing Department.

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Recommendations

19

For Tech ProvidersTrack and investigate marketplayers- software, monitoringtools, etc. - it continues to morph

Target specific messaging to keystakeholders and industries

Identify key business processesby industry, social BPM

Build architecture and workflowto link social media into overallIT systems (database, contentmanagement systems)

For IT MarketersIntegrate Social Media into theCorporate Communications Plan

Build Brands on targeted

ChannelsSet Policy and Conduct MediaTraining for Participants

Establish a R3 Team (Recourse,Real-Time, Response) Team

Monitor Social Media Channel


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Vertical Industries Research Team

Robert L. Goodwin MVPVertical Industries and Software Research GroupTransportation

Contributing Analysts

Susan CournoyerMVP, Vertical Industries Financial Services

Jeff RosterResearch VP Retail

Kenneth F. Brant

Research Director Manufacturing

Derry N. FinkeldeyPrincipal Analyst InsuranceVertical Industries, APAC

Venecia LiuResearch Director Media & Communications

Rishi SoodResearch VP Government

Robert P. Anderson

Research VP Wholesale & Distribution

Vittorio DOrazioResearch Director Financial ServicesVertical Industries, EMEA

Kristine PfeilerResearch Director Financial Services

Joslyn Faust

Principal Analyst Communications

John-David LovelockResearch VP Group Forecast Director,Healthcare

Rika NarasawaResearch Analyst Vertical Industries, Japan

Vertical Industries

Marianne DAquilaSr. Research Analyst Vertical Specific Software

20


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Published Research User Survey Analysis: U.S. and U.K. Social-Media Activity and Adoption Across

Industries, 2011 Market Trends: Social Media in Banking and Investment Services, Western Markets, 2011 Business Gets Social Case Study: Using Social Media to Deepen Partner Relationships, an Inside Look at the

Oracle Partner Network

Magic Quadrant for Externally Facing Social Software Toolkit: Employing a Purpose Road Map to Build and Execute a Social-Media Strategy Defining A Social Media Strategy: Identify Audience and Engagement Social BPM: Design by Doing Market Share: Web Conferencing, Teaming, and Enterprise Social Software, Worldwide,

2009 Market Trends: Web Content Management Market is Driven by Enhancements to Online

Channels, Worldwide, 2010 Look Beyond Marketing for Competitive Advantage With Social Media The Six Core Principles of Social-Media-Based Collaboration

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March 29 Business Gets Social Vliu Jroster