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SALES, MARKETING, AND COMMUNICATIONS PRACTICE

COMMUNICATIONS EXECUTIVE COUNCIL©

CEC Social Media Diagnostic Results


Channel Popularity, Staffing, Policies & Strategies, Processes, and Confidence Levels

Results from 60+ Fortune 1000 Organizations

Q1 2010

For additional info, contact Rebecca Canan:


cananr@executiveboard.com or + 1 571-303-4214

© 2010 Corporate Executive Board. All Rights Reserved. www.cec.executiveboard.com


CEC MEMBER BENCHMARKS

Social Media Channel Popularity


A narrow majority of Percentage of Respondents with Reported Presence
companies participate in
three primary social media
channels:
Facebook 52%
• Facebook
• Twitter Twitter 54%

• YouTube YouTube 54%

Second Life 3%

My Space 5%

Flickr 21%

A Company Blog 30%

Private, Invite-Only Community (ex: Communispace) 13%

Public Company-Sponsored Online Community 11%

Third Party Community (i.e., not sponsored by your


7%
company)

Commentary/participation on external blogs 13%

Externally-facing wiki 5%

Linkedin 31%

0% 50% 100%

Percentage of Companies
n=61.

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CEC MEMBER BENCHMARKS

Dedicated Social Media Personnel


Few companies have a fully
dedicated social media
capacity, but about 80%
have 2 to 5 staff members
100%
working on social media

Percentage of Companies
83%
activities.

50%

10%
7%

0%
0 1 More than 1
n=61.

Full and Partial Social Media FTEs


100%
Percentage of Companies

79%

50%

26%
16%
12%

0%
0 0.1 to 1.5 2 to 5 More than 5

n=61.

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CEC MEMBER BENCHMARKS

Social Media Policies & Strategies


The most common elements Percentage of Respondents with Each Policy/Strategy
of companies’ social media
infrastructure include:
•an employee policy An employee social media use policy 50%
• a monitoring system
• a cross-functional A monitoring system (with a vendor or in-house) 33%
working group
Guidelines for responding to social media posts made by outside
21%
parties

A process for sharing social media best practices across the


8%
organization

A social media strategy 23%

An open company position so that employees can interact with


8%
stakeholders through social media

Protocols for distributing insight gathered from social media to the right
12%
spot(s) across the organization

A plan for acting on insight surfaced from social media listening 6%

Map of social media influencer network 6%

Cross-functional social media working group 31%

Benchmark or comparison of social media activities versus


21%
competitors, industry, etc.

0% 50% 100%

n=61.
Percentage of Companies

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CEC MEMBER BENCHMARKS

Incorporation of Social Media into Processes


A minority of
communicators have
incorporated social media Not at All Moderate Extent Great Extent
into key work processes.

Press releases / online


61% 33% 7%
newsroom maintenance

Issues management 70% 26% 3%

Crisis resolution 79% 18% 3%

Customer service triage 74% 26% 0%

Sponsorships /
64% 30% 7%
promotions

Earning calls / quarterly


84% 16% 0%
releases

Community / CSR
75% 20% 5%
projects

Lobbying / legislative
89% 10% 2%
affairs

Percentage of Companies
n=61.

© 2010 Corporate Executive Board. All Rights Reserved. www.cec.executiveboard.com 5


CEC MEMBER BENCHMARKS

Social Media Confidence Levels


Communicators have low
confidence in the business
impact of their current
social media activities.
Strongly Agree 7.0

Neither Agree
4.0
nor Disagree
3.3

2.6
2.3

Strongly Disagree 1.0


I feel confident that we are taking Our social media activities are I believe our social media
the right approach in our social positively differentiating us (for activities are driving business
media activities the better) against our results
competition

n=61.

© 2010 Corporate Executive Board. All Rights Reserved. www.cec.executiveboard.com 6


CORPORATE EXECUTIVE BOARD
www.executiveboard.com

For additional info, contact Rebecca Canan:


• cananr@executiveboard.com
• + 1 571-303-4214

Follow us:
• Blog: http://cecinsider.exbdblogs.com/
• Twitter: www.twitter.com/CEB_CEC

© 2010 Corporate Executive Board. All Rights Reserved. www.cec.executiveboard.com 7

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