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!