The Socially Enabled Enterprise:
A 2013 Research study
#ssuenterprise
Presented at
The Social Shakeup Conference
#socialshakeup
September 17, 2013
Agenda:
Agend
a
&
Panel
Study highlights – 20 minutes
Speaker roundtable – 20 minutes
Q&A session – 20 minutes
Panel:
Erika Brookes, VP, Product Strategy, Oracle Social, @ebrookes
Don Bulmer, VP Communications Strategy, Shell, @dbulmer
Chris Boudreaux, Global Lead for Social Media Offerings,
Accenture, @cboudreaux
Moderator: Vanessa DiMauro, CEO, Leader Networks, @vdimauro
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Focus of the study:
Study
Scope
The purpose of the Socially Enabled Enterprise Study is to
explore the changing role of the IT and Marketing due to the
impact of social business and to explore the impact social
platform adoption is having on enterprise’s operations and
customer-facing initiatives now and in the future. Oracle
partnered with Social Media Today and Leader Networks to
survey more than 900 marketing and technology executives from
organizations around the world.
Sample composition:
This survey, which was conducted in the spring of 2013,gathered
insights from 20+ industries and 52 countries. Respondents were
screened to ensure that they held a role in either Marketing or
IT, were engaged by an organization employing 100 employees or
more, and worked for an organization which currently uses social
platforms. 925 respondents met these criteria and were thus
retained for analysis: 662 of those reported holding a Marketing
position, while 263 were in IT/Technology.
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Our Definition Of A Socially Enabled Enterprise
“A set of collaborative processes that have the potential to
yield improved business processes that are customer-driven
such as faster time to market with new products and
services, more successful research and development
outcomes and refined market messages that are explicitly
influenced by customer needs.”
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Key Findings
• There is a widespread adoption of social platforms in organizations
• Larger organizations (those with 50,000+ employees) are much further along the
path to becoming socially enabled enterprises.
• Becoming a socially enabled organization is considered part of the strategic agenda
• The transition towards a socially enabled enterprise is not expected to be easy
• Social business performance measurement is expected to be more
operational/process focused in the future
A profile of a socially enabled enterprise (SEE) is emerging:
• Strong and collaborative leadership
• A strategy to leverage socially-derived customer or partners insights to improve business
functions
• A compendium of business-focused measures
• The ability to link the strategy for becoming a socially enabled enterprise with operational
plans
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Research findings
6
The Majority Of Organizations Surveyed
Use At Least 3 Social Platforms
How many social platforms (e.g. Twitter, social CRM, blog, online community, YouTube)
does your company currently use?
45%
27%
12%
1 to 2
9%
3 to 5
6 to 8
9 to 11
3%
6%
12 to 20
More than
20
n=909
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Social Business Increases Company Visibility,
Enables Closer Relationships And Offers Greater
Awareness Of Customer Needs
Please indicate the degree to which you believe each of these elements
has changed due to your organization's social business initiatives?
Disagree
Strongly Disagree
Increased visibility with prospective customers 2% 7%
Closer relationships with existing customers
2%
Greater awareness of the customer needs
2%
Increased customer advocacy 2%
Stronger connection between customer
requirements & the products /services we deliver
2%
Agree
Strongly Agree
32%
59%
26%
60%
12%
24%
57%
17%
21%
63%
14%
21%
58%
19%
Heightened thought leadership position among
2%
customers
17%
62%
19%
Increased customer loyalty 2%
17%
63%
18%
No change
n=varies
32%
48%
4%
16%
There is generally consistency among respondents who selected “strongly agree” across responses
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Awareness, Customer Satisfaction And Share Of Voice
Are The Top Social Business Performance Metrics
What are the top 3 performance metrics currently associated
with social business initiatives in your organization?
First
Second
Third
Awareness
33%
* Cust. Satisfaction
16%
17%
6%
11%
Share of Voice
8%
13%
12%
Lead Generation
9%
13%
10%
Sales
8%
8%
15%
11%
New Ideas for Products / Services 4% 7% 9%
Better Adoption of Existing Products / Services 3% 7% 8%
Cost Reduction 2%3%4%
Call Center Deflection 2%3%3% *
Time to Market 1%
1%
3%
For the top three metrics, customer satisfaction
was the only response where there were
significant differences by company size.
None 2%
0%
1%
n=925
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Companies with over 10,000 employees are more
likely to consider customer satisfaction the number
one metric for their social business initiative
What are the top 3 performance metrics currently associated
with social business initiatives in your...-Customer satisfaction
Rank #1
Rank #2
Rank #3
48.80%
42.90%
30.10%
39.40%
27.10%
29.30%
31.30%
30.00%
21.30%
less than 1,000
1,000 to 9,999
10,000 or more
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Respondents Anticipate Significant Growth
In The Use Of Insights Gained From Social Platforms
What does your organization typically do with the insights gathered from its social platform(s)?
Question: What does your organization typically do with the insights gathered from its social platform(s)? Select all that apply
Question: How do you anticipate these insights will be used in the near future (within the next 12 months)? Select all that apply
Future
Now
Use them within my department to learn
informally
53%
52%
Share across departments in hopes they are used
48%
Use them departmentally to impact our goals
47%
Integrate into customer care initiatives
46%
Use them in product development and R&D
efforts
Do nothing with them
Other
n=829
32%
5%
9%
2%
3%
56%
62%
60%
45%
US respondents were more likely to use
insights within their department informally
(today and in 12 months) and LESS likely to
use them in product development and R&D
(now)
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The Majority Of Organizations Strive
To Be A Socially Enabled Enterprise
Question: How important do you think social enablement will be to successful companies in the future?
Question: How important is it to you that your company be a socially enabled enterprise?
Importance of Social Enablement
Importance For My Company
63%
67%
Very Important
Important
Neither
Unimportant
Very Unimportant
Very Important
Important
Neither
Unimportant
Very Unimportant
32%
30%
3%
n=839
1%
4%
n=838
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More Than 50% Of Organizations Report That
They Currently Are Or Will Be A Socially Enabled
Enterprise Within The Next Year
If your company wanted to be a socially enabled enterprise,
how long would it take to achieve that goal?
Common characteristics
• Top industries include Education,
Retail (wholesale distribution –
not computer) and Financial
Services
34%
• Primarily large organizations
(50,000 employees or more)
31%
24%
9%
Already Are < 12 months 1 to 2 years 3 to 5 years
2%
1%
> 5 years
Never
n=835
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Nearly Half Of The Organizations With 50,000
Employees Or More Report That They Already Are
A Social Business
If your company wanted to be a socially enabled enterprise,
How long would it take to achieve that goal?
We already are
Less than 12 months
1 to 2 years
3 to 5 years
More than 5 years
Never
46%
38%
35%
32%
33%31%
31%
28%
26%
39%
38%
27%
25%
23%
19%
26%
19%
15%
10%
8%
1%1%
50,000 or more
3%
10%
1%
10,000-49,999
12%
3%1%
5,000-9,999
8%
7%
1%0%
1,000-4,999
1%1%
500-999
1%0%
100-499
Organization size
n=835
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The Growth In Social Platform Utilization Has Had
A Significant Or Transformational Impact On The
Way 1/3 of Respondents Interact With Customers
How much has the growth of externally facing social platform usage ( e.g Twitter, online
community, Youtube) changed the way your organization interacts with customers?
Characteristics of
organizations experiencing
transformational impact
43%
26%
23%
• Larger sized companies from
Computer products, telecom
• All sized Manufacturing
5%
4%
No Impact
• Smaller sized company from
business services and not for
profit
Little Impact
Moderate Impact
Significant Impact Transformational
Impact
n=821
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Agenda:
Agend
a
&
Panel
Study highlights – 20 minutes
Speaker roundtable – 20 minutes
Q&A session – 20 minutes
Panel:
Erika Brookes, VP, Product Strategy, Oracle Social, @ebrookes
Don Bulmer, VP Communications Strategy, Shell, @dbulmer
Chris Boudreaux, Global Lead for Social Media Offerings,
Accenture, @cboudreaux
Moderator: Vanessa DiMauro, CEO, Leader Networks, @vdimauro
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Pre-register for the research paper & full study report:
http://socialmediatoday.com/socially-enabled-enterprisewhitepaper
INFO
Contact Info
• Vanessa DiMauro
CEO, Leader Networks
+1.617.417.3893
vdimauro@leadernetworks.com
•
Susie Penner
Oracle
+1.650.506.1973
susanne.penner@oracle.com
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