3. Summary of Key Findings
49% of SBs use social media and 31% plan to use
Only 20% have no plans to use Adoption
Who Owners, sales, marketing roles, etc.) are key users accelerating
They’re using it to grow the business—lead gen, grow revenues,
attract/retain customers, etc. Fueling
business
Why SBs want to integrate social media with contact/customer
management, marketing, etc. growth
SBs view social media as beneficial in helping them to grow their
businesses Getting
SBs using social media expect higher revenue than those with no results
Benefits plans to use
Top challenges: “Not enough time” and “can’t decide what social
media tactics and strategies will work well” Trial and
Challenges Few SBS use tools to monitor/manage social media error
Budgets are tight approach
4. Respondent Demographics
Company Size Industry Breakdown
Breakdown
Financial Manufacturing - Process Manufacturing -
1-19 employees: 89% Services/Banking/ (Oil, Gas, Pharmaceutica Discrete
Insurance, 6% ls), 2% (Automobile, Electronic
20-49 employees: 8% Equipment etc.), 3%
50-99 employees: 3% Healthcare, Medical &
Other, 19% Dental, 4%
IT
Services/technology/VA
R/ systems
Personal integrator, 3%
Services, including
beauty, pet care, dry
cleaning services, 4%
NGO or Not for Professional Services
Profit, 6% (Consulting, Accounting,
Legal), 18%
Agriculture, 2%
Utilities/Communication
s/Telecom, 1%
Wholesale/Distribution,
6% Education, 2%
Retail, 13%
Government State
and Local, 1%
Construction/
Real Estate, 9%
1/12/2012 4
5. SBs Top Business Goals and Business Activities
Generate new leads
Top 5 SB Business Goals Connect with people who aren't customers
1. Attracting new customers: 30% Improve service/support and customer retention
2. Growing Revenue Improve market awareness for the company
3. Maintaining Profitability Create more/better interaction with
customers/prospects
4. Improving cash flow 49%
5. Improving customer satisfaction 40%
35%
and retention 35%
27%
27%
26%
Total
20%
17%
16%
14%
13%
9%
5%
Top activities that SBs engage in 0% 10% 20% 30% 40% 50% 60%
align squarely with top business
goals Does your company currently have any activities
or programs in place for the following?
1/12/2012 5
9. Role of Social Media in Helping SBs: Connect with
People Who aren’t Customers
Activity: Connect with people who aren’t customers
45% 42% 42%
40% 41%
40% 37%
35%
30%
% Valid Cases
25%
CRM/contact Mgt.
Email, chat, web
print/broadcast
20%
Social media
conf., phone
Search engine
Traditional
marketing
15%
10%
5%
0%
Total
What types of tools does your company use OR plan to use in the next 12 months to accomplish these activities?
1/12/2012 9
10. Role of Social Media in Helping SBs: Improve
Customer Service and Retention
Activity: Improve Customer Service and Retention
60%
50% 48%
43% 43%
40% 39%
37%
% Valid Cases
30%
CRM/contact Mgt.
Social media
Email, chat, web
print/broadcast
20%
conf., phone
Search engine
Traditional
marketing
10%
0%
Total
What types of tools does your company use OR plan to use in the next 12 months to accomplish these activities?
1/12/2012 10
11. Role of Social Media in Helping SBs: Improve Market
Awareness for the Company
Activity: Improve Market Awareness for the Company
60%
49% 49%
50% 46%
46%
42%
40%
% Valid Cases
30%
CRM/contact Mgt.
Social media
Email, chat, web
print/broadcast
20%
conf., phone
Search engine
Traditional
marketing
10%
0%
Total
What types of tools does your company use OR plan to use in the next 12 months to accomplish these activities?
1/12/2012 11
20. Social Media Roles and Involvement
Human Resources
manager, 2%
Marketing
Other, 11%
manager, 4%
Sales
manager, 4%
Finance Owner/ President Marketing, 30%
manager, 3% / CEO, 47% Human Resources, 22%
CIO/IT
manager, 2%
Office Product
manager, 12%
Development, 23%
Partner, 15%
PR, 26%
Business Owner, 22% Sales, 26%
What is your job title?
IT, 20%
Decision-making is
dispersed across multiple Service, 28%
job titles, but
marketing, service, sales
and PR are often involved
Whatdepartments in your company are involved in making social media decisions?
1/12/2012 20
21. Social Media Monitoring and Management
SBs need to monitor and
manage their brand in
social media—but its hard to do
Free Tools Paid Tools
Current Total 80 Current Total 10
Facebook 2 Lithium 2
Google Alerts 63 Radian6 2
Reputation
Hootsuite 5 Manager 5
Tweetdeck 11 Google Alerts 1
LinkedIn 1
Planned Total 8 Planned Total 24
TweetDeck 2 Radian6 2
Don't
know/Researching 6 Lithium 5
Vocus 1
Reputation
Manger 1
Green Media
Toolshed 1
Constant Contact 1
Don't
know/Researching 13
Does your company use or plan to use any FREE (and PAID) tools
or products to monitor and
manage social media?
1/12/2012 21
23. SBs Need to Integrate Social Media with Contact
Management and Marketing
• Social business requires new
tools to manage and track • SBs need one place to
relationships—ability to easily manage incoming and
manage social contact
information, status updates and outbound online
social profiles with other contact interactions efficiently
data
• Drive more business with social
and online marketing investments
• Spot new opportunities and areas
that need improvement
• Save time by managing and
integrating contact/customer
interactions across multiple social
media venues and with other
sales and marketing functions
• Benchmark with competitors
23
24. Nimble: Contact Management and Social Integration
• Facebook-like user
interface
• Connect
contacts, calendars
, communications
and social
conversations in
one place
• Listen to and
engage any
individual to
attract and retain
customers
• HubSpot
integration
• Wufoo integration
1/12/2012 24
25. BatchBook: Contact Management and Social
Integration
• Central place to track contacts and
see what they are talking about on
social sites
• Search social media to see what
contacts are talking about in social
spaces from contact pages.
• Build social media into workflow so
users can follow, retweet, favorite
and/or reply to Twitter from
BatchBook, and save individual
tweets as Communications or To-
Dos.
• Customizable dashboard: Search
the Internet to see where the
company or product is being
mentioned and respond from
BatchBook.
• Open APIs for easy integration
• The Small Business Web
1/12/2012 25
27. Social Software Using Traditional CRM as Platform to
create Social CRM on Mobile Devices
1/12/2012 27
28. SproutSocial: Social Management and Lead
Generation
• Dashboard: aggregates relevant
conversations across the web and
social channels into one place
• Inbox: puts everything in one stream.
• Smart Search: monitors the social
web to find potential customers using
location, interests and profile
information.
• Reporting & analytics: analytics for
Twitter, Google Analytics and
Facebook Fan Pages
• Scheduler: scheduling and delivery
for social messages.
• Contact management: keeps track of
all communication history, user
profile
information, notes, reminders, etc.
1/12/2012 28
29. Rapportive: Integrating Social Feeds with Gmail
• Brings social media
contact information into
Gmail
• Automates the work of
harvesting and
displaying social info
1/12/2012 29
30. Connected : Social-centric Contact Management
• Universal Address Book that
includes
Facebook, Twitter, LinkedIn, Y
ahoo, Email, blogs and more.
• Daily Agenda function — a
daily email about your
meetings and their
context, recent status
updates, reminder of all
previous meetings. It’s the
equivalent of your personal
daily briefing
• Recently acquired by LinkedIn
1/12/2012 30
31. Google+: Opportunity to Extend Contact Relationships
• Circles allow for more
contextual group
interactions (social lists)
• Opportunity to collaborate
with customers/prospects in
social settings more easily
while tying activity to
contact record
• More integrated channels to
easily engage contacts
(video, chat, email, etc.)
1/12/2012 31
32. Shoutlet: Facebook Integration/Management
• Manage multiple platform
communities in one central
location
• View user-level social
profiles that give a snapshot
of a person’s social data and
their interaction history with
your Facebook
• Get email alerts for activity
on Facebook, Twitter, and
YouTube
• Shoutlet’s Influencer Score
ranks Facebook fans
according to post frequency
1/12/2012 32
33. Marchex Reputation Management
• Compiles content from 8,000+
online sources and provides
analysis on what people are
saying about the brand and
competitors
• Tracks and analyzes online
listings, comments, critiques and
glowing reviews about your
business -- all in one place.
1/12/2012 33
34. SMB Group Planned 2012 Research Agenda
Research
Topic Timeframe Credits†]
Perspective
Quantitative February-March
SMB Mobile SMB The 2012 Social
2012
Solutions Market 18
Survey (1 to Business and
Survey Study 1,000 employees Collaboration Study
Social Quantitative will refresh the 2011
Businessand SMB Survey version. It will zero in
Collaboration (1 to 1,000 April/May 2012 18 on how SMB social
SMB Market employees)
Survey Study
business trends, and
Quantitative compare 2012 trends
SMB Routes to to 2011.
SMB Survey Sept./Oct.
Market Survey 18
(1 to 1,000 2012 Sponsorship
Study
employees) opportunities are
Blended available--please let
qualitative/quan us know if you’re
titative study
Assesses SMB
interested!
SMB Channel
channel October/Novem
Readiness 24
readiness for ber 2012 Contact:
Survey Study
cloud, mobile sanjeev.aggarwal@
and social smb-gr.com
offerings
*Survey study topics may change and new studies may be †Each credit is $1,000
added to best meet our clients’ requirements.
Hinweis der Redaktion
Adoption of social media is now mainstream. Medium businesses are more likely to use social media in a strategic way than small businesses.Among SMBs using Social media, they self-classify as ad hoc informal or structured/strategic. Greater % of structured/strategic in MB than SB. This is a key lens for segmentation, and one we use to look at many of the data points.Compared to other segmentation schemes, highlights some very significant differentiation.
For both SB and MB, social media is most likely to be used as a marketing tool. However, they are also starting to use social media to assist with service/support. MBs are more apt to be using social media to engage in a greater variety of business activities than small businesses. About one-fifth of MBs are using social media for more strategic/corporate/internal functions such as bringing the voice of the customer inside the co., market trend analysis, competitive intelligence, improving internal collaboration, employee recruitment and input for product development.
Use of relative newcomer social media has reached/exceeded use of older traditional and digital media for generating new leads in SB.Poised to the same in MB, but MB more likely to have legacy solutions in place that work well than SBs.
Use of relative newcomer social media has reached/exceeded use of older traditional and digital media for generating new leads in SB.Poised to the same in MB, but MB more likely to have legacy solutions in place that work well than SBs.
MBs are generally more satisfied than SBsMedium structured users are more satisfied ~42% vs. 20% of ad hoc.
Facebook is the dominant social media channel for SMBs, followed by industry specific communities and then LinkedIn.Industry communities dfferentiation: Industry specific online communities – One can use these online communities in a passive way, without active company participation/representation · Company participation in industry-specific communities – This specifically calls for active company participation/presenceIndustry specific communities very important (but often under-rated social media channel). Provide more guidance to SMBs on how they can raise their profile and accomplish objectives via this channel.Medium businesses showstronger adoptionacross allsocial media channels. Opportunity for vendors to help SMBs use and capitalize on under-utilized yet effective (see later slides) channels such as Coupons, YouTube, etc.
Mirroring small businesses, Facebook leads the way again though in frequency.Overall, frequency of use upticks in structured medium business (compared to structured SB users) significantly across social media channels. This jives with upcoming data that indicates that as businesses grow, time becomes less of a barrier to using social media.
Not enough time is the top barrier for ad hoc users. Structured users are more apt to be challenged by measurement, analysis and integration issues.
Overall—its important! But most aren’t or can’t make it a top priority.Clearly a bigger priority in MB than SB, MB more likely to have formal processes and applications in place.
Joining these kinds of initiatives could expand ACT! Exposure to customers using popular cloud-based services, and make ACT! more accessible
Partnership opportunities with Social Software vendors can bring a whole new level of interest to ACT!