Study also shows that 27% of employees don't know how their social media success is measured
Research released today by the Internet Advertising Bureau (IAB) and global marketing and technology agency, LBi investigates the extent to which UK businesses have reshaped their structure and processes for social media. The research was conducted by YouGov and consisted of an online survey of over 600 senior managers at UK consumer businesses across retail, finance, travel, manufacturing, telecoms and pharmaceutical sectors.
Responsibility and implementation
In the past 12 months 45% of the sample said their
company had not made any changes in order to become
more social. However there is still some
confusion as to where social media should sit within
organisations and who should be responsible for
managing the overall strategy.
The research revealed that in larger sized companies
just 15% of CEOs are responsible for managing their
social strategies compared to 29% in SMEs. Even more
surprisingly a significant amount (13%) of respondents
said this responsibility didn't sit with
anyone.
The research showed that 45% of marketing and sales
departments are using the medium to raise awareness of
their brand but only 28% are using it to actually
interact with their consumers, suggesting that the core
benefits of the two way communication channel aren't
being fully utilised. Remarkably 34% of businesses
thought that no one in their organisation was using
social media to communicate with consumers or for
internal purposes. This was higher amongst SMEs (42%)
compared to large companies (17%).
Adoption and measurement
Measuring success and proving the tangible benefits of
social media are the top barriers behind businesses
becoming more social, according to the research.
Despite an acknowledgement of these barriers, almost
one in three (27%) do not know how the success of
social media is measured within their organisation. A
further third (30%) are using existing KPIs and a
quarter benchmark previous campaigns with more recent
ones (26%) with 17% claiming to record ROI.
Challenges and barriers
Lack of confidence is still evident when it comes to
utilising social media within UK businesses. A third
(35%) did feel confident in communicating with
consumers via social media however a similar amount
(36%) did not, thus implying that education and
training is still a core barrier to social media
growth. Despite a large percentage of senior level
employees taking responsibility for social business
strategies, the research showed that 39% feel less
confident using social media compared to those in
customer service or PR roles (32%)
IAB's research manager, Hannah Bewley said: 'We
wanted this piece of research to really identify and
get under the skin of what UK businesses are struggling
with when it comes to adopting social media into their
strategies. It's clear to see that resource, budgets
and confidence are key challenges. However, the
biggest challenge faced by organisations relates to
difficultly in measuring success. The survey revealed
some companies are attempting to measure performance,
with a quarter undertaking benchmarking against
previous campaigns and 17% reporting that they capture
ROI.'
LBi's head of social business design, John Monks said: "Our research findings show that there is still a huge opportunity for brands to become social businesses, with nearly half admitting that they have not done anything in the last 12 months to become more social. While some brands make the use of social channels look effortless, it's usually because they have invested in creating the necessary structures, processes and internal relationships. We believe that investing in becoming inherently social is crucial to the future success of any business."
LBi's client Kuoni is a good example of a business embracing social at an organisational level.
Kuoni E-Business Director, Matt Rooke said; "At Kuoni, we've recognised the opportunities presented by being more social as a business, and have started to adjust our structures and processes accordingly. Social business is supported at the top of our organisation, spearheaded by our Managing Director Derek Jones. We've taken an agile approach to making Kuoni more social, creating flexible teams across different departments within the business, who are able to change their approach quickly based on lessons learnt. Of course, we're only just starting out on the journey to becoming social at an organisational level, but by putting the right structures in place, we hope to future-proof our business for the digital age."
Methodology:
In September 2012, YouGov conducted an online survey
amongst UK consumer businesses, speaking to 634 people
at senior manager level or above. The sectors that took
part included retail, financial, travel, manufacturing,
technology, telecoms and pharmaceutical.
MEDIA ENQUIRIES
Julia Conroy
UK Head of PR and Communications, LBi
julia.conroy@lbi.com
+44 (0) 7891 193542
Harriet Clarke, IAB UK
harriet@iabuk.net
+44 (0) 2070 506957
About the Internet Advertising Bureau (IAB)
The Internet Advertising Bureau (IAB) is the trade
association for digital advertising. With over 750
members, it's run for the leading media owners and
agencies in the UK internet industry. Online is an
exciting and fast-growing medium and our job at the IAB
is to work with members to ensure marketers can
identify the best role for online and the emerging
mobile market, helping them engage their customers and
build their brands. Through the dissemination of
research and the organisation of regular events, we aim
to put digital on the agenda of every marketer in the
UK, acting as an authoritative and objective source for
all internet advertising issues whilst promoting
industry-wide best practice
About LBi
LBi is a global marketing and technology agency, expert
at blending strategic, creative, media and technical
expertise to build business value. We help companies of
all shapes and sizes decide what's next for their
business - and then we take them there. We define and
execute transformational digital strategies for clients
including BT, Coca-Cola E.ON, Lloyds TSB, Play.com, SAB
Miller and Virgin Atlantic.
Across our 30 offices in 17 countries, there are more than 2,000 digital specialists collaborating with brands to enrich people's lives via service design, branded content, mobile, CRM and social media. We also set the pace in digital display, search, affiliate marketing, usability and analytics. There are many things that make LBi unique, but if we had to choose one it would be our ability to bring together diverse teams of experts to suit any brief. We call this blending, and it's the reason why all types of organisations - from famous global businesses to disruptive start-ups - choose LBi to help make their brands desirable wherever, whenever and however people choose to engage with them.
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