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1 Copyright © 2013 Tata Consultancy Services Limited
Mastering Digital FeedbackHow the Best Consumer Companies use Social Media
TCS 2013 Global Trend Study
10KEY FINDINGS
www.tcs.com/socbizstudy→
2
ROI on Social Media:
• 38% said positive
• 18% said negative
• 44% said don’t know
KEY FINDING #
Mastering Digital FeedbackHow the Best Consumer Companies use Social MediaTCS Global Trend Study 2013
/101www.tcs.com/socbizstudy→ Tweet this finding
3
Leaders more likely to have a large internal social circle• Multiple functions across the organization
• Working together on social media
KEY FINDING #
Mastering Digital FeedbackHow the Best Consumer Companies use Social MediaTCS Global Trend Study 2013
/102www.tcs.com/socbizstudy→ Tweet this finding
4
Most Successful Industries:
• Media, Retail, High Tech, Telco & Travel• Those selling products & services that
consumers can be passionate about
KEY FINDING #
Mastering Digital FeedbackHow the Best Consumer Companies use Social MediaTCS Global Trend Study 2013
/103www.tcs.com/socbizstudy→ Tweet this finding
5
Leaders go beyond company pages on public social networks
• 70% run an Online Consumer Community (or plan to by 2014) whichis double the number of Followers
Mastering Digital FeedbackHow the Best Consumer Companies use Social MediaTCS Global Trend Study 2013
/104www.tcs.com/socbizstudy→
KEY FINDING #
Tweet this finding
6
To leverage social media, corporate cultures need to be more transparent
• 89% of the Leaders value consumer opinion vs. 30% of the Followers
KEY FINDING #
Mastering Digital FeedbackHow the Best Consumer Companies use Social MediaTCS Global Trend Study 2013
/105www.tcs.com/socbizstudy→ Tweet this finding
7
Leaders will spend doublethis year on Social Mediavs. Followers
• Leaders nearly 4x more likely to have positive ROI
KEY FINDING #
Mastering Digital FeedbackHow the Best Consumer Companies use Social MediaTCS Global Trend Study 2013
/106www.tcs.com/socbizstudy→ Tweet this finding
8
Only 3 business functions actively monitor social dialogue
• 69% Marketing• 58% Sales• 49% Customer Service
KEY FINDING #
Mastering Digital FeedbackHow the Best Consumer Companies use Social MediaTCS Global Trend Study 2013
/107www.tcs.com/socbizstudy→ Tweet this finding
9
Functions that should be actively listening, but are not
• 27% of R&D
• 37% of Product Management
KEY FINDING #
Mastering Digital FeedbackHow the Best Consumer Companies use Social MediaTCS Global Trend Study 2013
/108www.tcs.com/socbizstudy→ Tweet this finding
10
Marketing most frequently controls Social Media. But, most companies aren’t satisfied
• Only 42% say that their Social Media structure is effective or highly effective
KEY FINDING #
Mastering Digital FeedbackHow the Best Consumer Companies use Social MediaTCS Global Trend Study 2013
/109www.tcs.com/socbizstudy→ Tweet this finding
11
Companies invest less in Social Media than in Big Data and Digital Mobile Consumers*
• 53% will spend < $2.5 million this yearon Social Media *based on previous TCS studies
1KEY FINDING #
Mastering Digital FeedbackHow the Best Consumer Companies use Social MediaTCS Global Trend Study 2013
/100www.tcs.com/socbizstudy→ Tweet this finding
IT ServicesBusiness SolutionsConsulting
www.tcs.com/socbizstudy→For more insights, visit the TCS Global Trend Study 2013
Mastering Digital FeedbackHow the Best Consumer Companies use Social Media
