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Market study presentation of social media monitoring in Belgium
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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?
Vanguard Leadership (c) – August 2010
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
Vanguard Leadership (c) – August 2010
Research method (2)
• Social Media Monitoring
Vanguard Leadership (c) – August 2010
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
Vanguard Leadership (c) – August 2010
Visibility of Belgian companies
Vanguard Leadership (c) – August 2010
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
Vanguard Leadership (c) – August 2010
Where are companies?
0%
10%
20%
30%
40%
50%
60%
70%
80%
Facebook Twitter LinkedIn
Vanguard Leadership (c) – August 2010
Are you listening?
Vanguard Leadership (c) – August 2010
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
Vanguard Leadership (c) – August 2010
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
Vanguard Leadership (c) – August 2010
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%
Vanguard Leadership (c) – August 2010
LinkedIn Monitoring
Aspects of interactivity
• Companies & people following companies
• Status live update follow
• Comments on discussions
• Replies to Questions & Answers
• Poll votes
Vanguard Leadership (c) – August 2010
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
Vanguard Leadership (c) – August 2010
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
Vanguard Leadership (c) – August 2010
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
Vanguard Leadership (c) – August 2010
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.
Vanguard Leadership (c) – August 2010
Recommendations Visibility
• Add social media links to your website
• Use a representative and easy to find name
• Give followers a reason to follow you
• Post regularly but not too commercial info
• Engage your audience
• 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.
Vanguard Leadership (c) – August 2010
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
