Post on 06-Dec-2014
description
Social Media in Des MoinesA review of local practices for PRSA Central Iowa
First, some context…
Social isn’t everything (yet?)…
All media is social
Most reporters and editors depend on social media sources when researching their stories
89% read blogs 65% use Facebook and LinkedIn 61% use Wikipedia 52% use Twitter
George Washington University, Jan. 2010
Why Des Moines?Middle American methodology
The 2010 baseline…
3 in 4 organizations participating ‘Creating awareness’ was the leading
goal Strategy and measurement were lacking Social networks were the most popular
tools Resources were thin 1 in 3 said activity met their expectations
Key FindingsWhat changed in 12 months
1. Adoption may be peaking
Industry regulation
Lack of knowledgeable staff
Inability to measure ROI
Lack of budget funding
Management resis-tance
Lack of technical resources
Not relevant to our market
0% 5% 10% 15% 20% 25% 30% 35% 40%
Why is your organization not using social media? (select all that apply)
2. We’re maturing (a bit)
Half now have a strategy in place (+5 pts)
Half have policies guiding employee use of these tools (+10 pts)
Half have a process for responding to relevant social media discussion (+3 pts)
Almost half are measuring outcomes (2x!)
3. Resources remains scarce
How many hours per week do you per-sonally spend using social media for your
organization?
4. Social networks still rule
Blogging Microblogging
Internet forums/message boards
Instant messageing/chatSocial networking
WikisPhoto sharingVideo sharing
PodcastingPresentation sharingSocial Bookmarking
Monitoring
0% 20% 40% 60% 80% 100%
Select all of the following tools your or-ganization uses...
5. Outcomes may be getting better
Improving relationships with customers (+9) and media (+8)
56% say social media is easier to measure than traditional media (+18)
Half say their organizations are doing a “good job” with social media (+12)
88% say social is worth the investment
5. Room for improvement remains
42.6%
22.3%
35.1%
The results of my organization's social media activity meet our expectations.
Yes No
Don't know
Digging deeperWhat this means for PR and your organization
Are you listening?
Yes
No
0 20 40 60 80 100 120 140
Does your organization have a process for responding to relevant discussion discov-
ered through social media?
YesNoDon't know
Results meet expectations?
Executive management
Public relations/communica-tions
Marketing/sales
Human resources
Customer service
Legal
R&D/product development
Operations
0% 10% 20% 30% 40% 50% 60% 70% 80%
Which of the following departments in your organization are directly involved in social
media activity
Public relations leadership?
Goals that work
Building awareness/exposure
Collaborating internally
Supporting customersCreating new business part-
nershipsGenerating leads
Reducing expenses
Closing salesDeveloping better products/services
Other (please specify)
0% 20% 40% 60% 80% 100%
What are your goals for social media (select all that apply)?
Yes No Don't know0
20
40
60
80
100
120
The results of my organization's social media activity meet our expectations.
Yes
No
Does your organiza-tion have a defined strategy?
Have defined strategy?
Strategy helps
Blogging
Microblogging
Forums/message boards
Instant messaging/chat
Social networking
Wikis
Photo sharing
Video sharing
Podcasting
Presentation sharing
Social Bookmarking
Monitoring
0 50 100 150 200 250
Select all of the following tools your organi-zation uses...
Don't know
No
Yes
Results meet expectations?
Participation required
Measurement matters
Volume
Sentiment
Attraction
Financials
Other
0 20 40 60 80 100 120 140
Select all of the following measures your organization uses relative to social media...
Don't know
No
Yes
Results meet expectations?
Outcomes
Employees
Customers
Media
Government
0 10 20 30 40 50 60 70 80 90 100
How is social media changing the way your organization communicates with...
PositiveNo changeNegative
In summary…
Listen Know why you’re participating Integrate Measure
Questions?
Ryan @ 515.224.1086 or www.hanser.com
Thanks!