usm - following uncle sam

25
FOLLOWING UNCLE SAM: NATIONAL SOCIAL MEDIA MARKETING Based in North America? Then check out our Corporate Social Media Summit San Francisco at www.usefulsocialmedia.com/sanfrancisco Based in Europe? Then check out our Corporate Social Media Summit London at www.usefulsocialmedia.com/europe facebook.com/usefulsocialmedia @usefulsocial linkd.in/USMgroup Join the community on: A best practice report on the uptake and integration of social media in 2013: Conclusions drawn from over 300 surveyed USM community members – comparing Europe to that of their North America counterparts. FOLLOWING UNCLE SAM: NATIONAL SOCIAL MEDIA MARKETING

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Page 1: USM - Following Uncle Sam

FOLLOWING UNCLE SAM:

NATIONAL SOCIAL MEDIA MARKETING

Based in North America? Then check out our Corporate Social Media Summit San Francisco at www.usefulsocialmedia.com/sanfrancisco

Based in Europe? Then check out our Corporate Social Media Summit London at www.usefulsocialmedia.com/europe

facebook.com/usefulsocialmedia

@usefulsocial

linkd.in/USMgroup

Join the community on:

A best practice report on the uptake and integration of social media in 2013: Conclusions drawn from over 300 surveyed USM community members – comparing Europe to that of their North America counterparts.

FOLLOWING UNCLE SAM:

NATIONAL SOCIAL MEDIA MARKETING

Page 2: USM - Following Uncle Sam

Join the Debate! @usefulsocial usefulsocialmedia.com

2

Welcome to our report looking at social update – on both sides of the pond.

Social media may transcend national boundaries, but the recent conclusions from our Z[\K`�OPNOSPNO[�[OL�JSLHY�KPɈLYLUJL�̂ P[O�[OL�HWWYVHJOLZ�I\ZPULZZLZ�HYL�[HRPUN�[V�[OLPY�ZVJPHS�media activity cross Atlantic.

>OH[�OHZ�ILJVTL�JSLHY�PZ�[OH[�ZVJPHS�TLKPH�PZ�UV^�UV[�Q\Z[�H�THYRL[PUN�VY�79�M\UJ[PVU�̂ P[OPU�JVYWVYH[PVUZ��0UKLLK������VM�JVTWHUPLZ�UV^�\ZL�ZVJPHS�TLKPH�^P[OPU�J\Z[VTLY�ZLY]PJLZ�KLWHY[TLU[Z��^P[O�V]LY�OHSM�\ZPUN�[OL�ZVJPHS�UL[^VYRZ�[V�WYVÄSL�[OLPY�J\Z[VTLYZ��

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Hello

Harry Rollason

/LHK�VM�*VTT\UP[`�Useful Social Media

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3

When it comes to social media, corporations are quickly realising that one size doesn’t

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Building a Social Business

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4

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5

¸>L»]L�ZLLU� PU� [OL�<:� [OL� YPZL�VM� ZVJPHS�TLKPH� [LHTZ�V]LYHYJOPUN�HSS�KLWHY[TLU[Z�^P[O�[OL�TPZZPVU�VM�[YHPUPUN�HUK�OLSWPUN�I\ZPULZZLZ�VU�OV^�[V�\ZL�ZVJPHS�TVYL�LɉJPLU[S �̀�;OL�WVPU[�OLYL�PZ�[V�JVUZPKLY�ZVJPHS�TLKPH�HZ�Q\Z[�HUV[OLY�JOHUULS�MVY�IYHUKZ�HUK�JVUZ\TLYZ�[V�Z[HY[�LUNHNPUN�PU�KPHSVN��;OV\NO��^L�HU[PJPWH[L�[OLZL�ZVJPHS�TLKPH�[LHTZ�[V�KPZHWWLHY�PU�H�JV\WSL�VM�`LHYZ�^OLU�I\ZPULZZLZ�OH]L�[OL�TH[\YP[`�HUK�L_WLY[PZL�[V�PU[LNYH[L�ZVJPHS�PU[V�HSS�VM�[OLPY�HJ[P]P[PLZ�PU�H�ZPTPSHY�^H`�[OL`�KPK�^P[O�[OL�WOVUL�VY�LTHPS��KLJHKLZ�HNV�¹

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6

(U`�KPZJ\ZZPVU� VM� OV^� ZVJPHS�TLKPH� KPɈLYZ� HJYVZZ� UH[PVUHS� HUK� J\S[\YHS� IV\UKHYPLZ�^PSS�PUL]P[HIS`�MVJ\Z�VU�^OH[�PZ�OHWWLUPUN�PU�[OL�<:��HUK�OV^�[OPZ�PZ�PUÅ\LUJPUN�,\YVWL�HUK�[OL�YLZ[�VM�[OL�^VYSK��(SS�ZVJPHS�TLKPH�PZ�UV[�THKL�HSPRL��I\[�[OPZ�[Y\[O�PZ�[HRPUN�[PTL�WLYTLH[PUN�through the strata of brand management.

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Following Uncle Sam

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7

Does your business use specialist tools to segment and target groups of customers

across social platforms?

27% YES73% NO

27% YES73% NO

27.5% YES72.5% NO

:6<9*,!�<:4

;OL�SH[LZ[�YLZLHYJO�MYVT�7L^�0U[LYUL[��O[[W!��WL^PU[LYUL[�VYN�9LWVY[Z������:VJPHS�TLKPH�\ZLYZ�HZW_��YL]LHSZ�MVY�[OL�ÄYZ[�[PTL�[OL�ZVJPHS�IYLHRKV^U�VM�UL[^VYR�\ZLYZ�HJYVZZ�[OL�<:��:VTL�VM�[OL�RL`�YLZ\S[Z�PUJS\KL�KH[H�[OH[�ZOV^Z�[OL����� �HNL�NYV\W�PZ�[OL�TVZ[�HJ[P]L�\ZLYZ�VM�ZVJPHS�TLKPH��1\Z[�V]LY�����TVYL�^VTLU�\ZL�[OLZL�UL[^VYRZ�[OHU�TLU��^P[O�HU�HSTVZ[�L]LU�U\TILY�HJYVZZ�OPNOS`�KP]LYZL�PUJVTL�IHUKZ��(�ZPTPSHY�L]LU�ZWYLHK�VM�\ZLYZ�JHU�HSZV�IL�ZLLU�^OLU�SVJH[PVU�PZ�JVUZPKLYLK��0[�ZLLTZ�[OH[�^OL[OLY�`V\�HYL�PU�H�Y\YHS�VY�\YIHU�LU]PYVUTLU[��ZVJPHS�TLKPH�PZ�HU�PTWVY[HU[�JVTT\UPJH[PVUZ�[VVS�

*VTIPULK��,\YVWL�HUK�5VY[O�(TLYPJH

,\YVWL

5VY[O�(TLYPJH

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8

6UL�VM�[OL�RL`�YLZ\S[Z�MYVT�[OL�7L^�0U[LYUL[�Z\Y]L`�PZ�HU�HSTVZ[�L]LU�ZWSP[�IL[^LLU�the genders and a clear preference for Facebook

:6<9*,!�7L^�9LZLHYJO�*LU[LY

-VJ\ZPUN� VU� [OL� JVTTLYJPHS� HZWLJ[Z� VM� [OL� KLTVNYHWOPJ� WYVÄSL� VM� ZVJPHS�TLKPH� \ZLYZ�YL]LHSZ�[OH[�[OL�TVZ[�HJ[P]L����� �`LHY�VSKZ�HYL�HSZV�OPNO�JVUZ\TLYZ�VM�ZWLJPÄJ�NVVKZ��;OL�HUU\HS�7PWLY1HɈYH`�BO[[W!��^^ �̂WPWLYQHɈYH �̀JVTD�HZZLZZTLU[�VM�[OL�[LLU�THYRL[�YL]LHSZ�[OL�\Z\HS�Z\ZWLJ[Z�PUJS\KPUN�MHZOPVU�HUK�WLYZVUHS�JHYL�HZ�[OL�JH[LNVYPLZ�H[[YHJ[PUN�[OL�OPNOLZ[�ZWLUK�PU�[OPZ�NYV\W�

7PWLY1HɈYH`� Z[H[LZ!� ¸;LLUZ� OH]L� JP[LK� ºMYPLUKZ»� HZ� [OL� Z[YVUNLZ[� PUÅ\LUJL� V]LY� [OLPY�W\YJOHZL�KLJPZPVUZ�MVY�[OL�K\YH[PVU�VM�V\Y�Z\Y]L`�OPZ[VY �̀�I\[�º0U[LYUL[»�PZ�X\PJRS`�YPZPUN�PU�WYVÄSL��(WWYV_PTH[LS`�����VM�MLTHSLZ�HUK�����VM�THSLZ�PUKPJH[L�[OH[�ZVJPHS�TLKPH�PTWHJ[Z�[OLPY�W\YJOHZLZ�^P[O�-HJLIVVR�ILPUN�[OL�TVZ[�PTWVY[HU[��MVSSV^LK�JSVZLS`�I`�;̂ P[[LY�HUK�0UZ[HNYHT��)\[�[OL�WVW\SHYP[`�VM�-HJLIVVR�PZ�^HUPUN�HTVUN�[LLUZ�^P[O�����JP[PUN�P[�HZ�[OL�TVZ[�PTWVY[HU[��KV^U�MYVT�����ZP_�TVU[OZ�HNV�¹

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9

Household income, education level and race are all factors that need to be considered

^OLU�\ZPUN�ZVJPHS�TLKPH�[V�YLHJO�ZWLJPÄJ�NYV\WZ�

:6<9*,!�7L^�9LZLHYJO�*LU[LY

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10

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11

/V^�)PN�+H[H�PZ�PTWHJ[PUN�OV^�I\ZPULZZLZ�JHYY`�V\[�[OLPY�ZVJPHS�TLKPH�HJ[P]P[ �̀

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39% YES61% NO

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12

/V^�KVLZ�`V\Y�JVTWHU`�ZWLHR�[V�P[Z�J\Z[VTLYZ&�0[�TH`�IL�HU�VI]PV\Z�X\LZ[PVU�[V�HZR��I\[�MVY�THU`�IYHUKZ�KL]LSVWPUN�H�JVOLYLU[�IYHUK�]VPJL�[OH[�PZ�[OLU�JVTT\UPJH[LK�HJYVZZ�[OLPY�ZVJPHS�TLKPH�UL[^VYRZ��PZ�LHZPLY�ZHPK�[OHU�KVUL��>OLYL�̂ P[OPU�H�JVYWVYH[PVU»Z�OPLYHYJO`�ZOV\SK�ZVJPHS�TLKPH�YLZPKL&�>OV�ZOV\SK�OH]L�YLZWVUZPIPSP[`�MVY�NLULYH[PUN�UL^�JVU[LU[&�4HYRL[PUN�� 79� VY� HU� LU[PYLS`� UL^� KLWHY[TLU[� ZWLJPÄJHSS`� [HZRLK� ^P[O� J\S[P]H[PUN� ZVJPHS�TLKPH&

Has the continued rise of social media had an impact on your internal structure,

departmental organisation and responsibilities?

75% YES25% NO

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Who controls social media?

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13

¸;OPZ�PUJYLHZL�PU�L_LJ\[P]LZ�\ZPUN�ZVJPHS�TLKPH�WYVMLZZPVUHSS �̀�I\[�^P[OV\[�P[�ILPUN�H�UHTLK�MVJ\Z�VM�[OLPY�YVSL��Z\NNLZ[Z�H�ZVTL^OH[�VYNHUPJ� QV\YUL`�[V^HYKZ�ºZVJPHS�I\ZPULZZ»��/HK�[OPZ�ILLU�H�[VW�KV^U�Z[YH[LN �̀�VUL�^V\SK�L_WLJ[�MHY�OPNOLY�U\TILYZ�VM�WLVWSL�^VYRPUN�VU�ZVJPHS�HZ�H�ZWLJPÄJ�MVJ\Z�VM�[OLPY�YVSL�PUZ[Y\J[LK��PU�LɈLJ[��I`�[OLPY�Z\WLYPVYZ��)\[�V\Y�ÄN\YLZ�ZOV^�[OH[� PU� YLHSP[ �̀� [OL�THQVYP[`�VM�NYV^[O� PU�ZVJPHS�TLKPH�HKVW[PVU�I`�I\ZPULZZ�JVTLZ�^OLU�PUKP]PK\HSZ�KLJPKL�[V�\ZL�P[�WYVMLZZPVUHSS �̀�I\[�̂ P[OV\[�P[�HZ�H�ZWLJPÄJ�WHY[�VM�[OLPY�YVSL�¹

Where businesses locate social media responsibility

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¸;OL�YVSL�VM�[OL�*46�PZ�JOHUNPUN��HZ�LTWV^LYLK�JVUZ\TLYZ�HUK�J\Z[VTLYZ�\ZL�[LJOUVSVN`�[V�KYP]L�[OLPY�]VPJL�PU[V�[OL�JVU]LYZH[PVU�^P[O�IYHUKZ��)\ZPULZZ�Z[YH[LN`�HUK�[OL�L_LJ\[PVU�VM�KPNP[HS�PUP[PH[P]LZ�[VW�[OL�SPZ[�VM�WYPVYP[PLZ�MVY�*46Z��HOLHK�VM�IYHUK�I\PSKPUN�LɈVY[Z�HUK�

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WYPJPUN�KLJPZPVUZ��(UK�KLZWP[L�[OL�YPZL�PU�PTWVY[HUJL�VM�[LJOUVSVN`�HUK�KPNP[HS�TLKPH��*46Z�YLTHPU�MVJ\ZLK�VU�[OLPY�YLSH[PVUZOPWZ�^P[O�[OL�*,6�HUK�*-6��HOLHK�VM�[OL�ULLK�[V�WHY[ULY�^P[O�V[OLY�L_LJ\[P]LZ�SPRL�[OL�*06��4VZ[�PTWVY[HU[S �̀�*46Z�YLJVNUPaL�[OH[�[OL`�ULLK�[V�HJ[�HZ�JVTWHU`�SLHKLYZ��UV[�Q\Z[�*46Z��[V�OLSW�[OLPY�JVTWHUPLZ�NYV �̂¹

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35% YES65% NO

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36% YES64% NO

,\YVWL

33% YES67% NO

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1VU�4HJO[`UNLY�� 0)4»Z�*;6�MVY� 0)4�*VSSHIVYH[PVU�:LY]PJLZ�L_WSHPULK� [OLPY�HWWYVHJO� [V�THWWPUN�[OLPY�VYNHUPaH[PVU»Z�Z[Y\J[\YL�HUK�OV^�ZVJPHS�TLKPH�PZ�WSHJLK�^P[OPU�[OH[�OPLYHYJO`!�

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15

¸;OPZ� PZ� HU� PU[LYLZ[PUN�X\LZ[PVU�ILJH\ZL�H�THW�HZZ\TLZ� [OH[� `V\� RUV^�OV^�`V\�^HU[�WLVWSL�[V�ILOH]L�HUK�OV^�[OL`�^HU[�[V�PU[LYHJ[��;OPZ�HSZV�HZZ\TLZ�[OH[�`V\�JHU�ZLL�PU[V�[OL� M\[\YL�HUK�\UKLYZ[HUK�^OH[�THWZ�^PSS�HKKYLZZ� M\[\YL�ULLK��;OLYL�HYL�ZVTL�NLULYHS�JVUULJ[PUN� WYPUJPWSLZ� HUK� [OL`� Z\WWVY[� I\ZPULZZ� WYVJLZZLZ�� JVYWVYH[L� WVSPJPLZ�� HUK�organisational silos.

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¸6YNHUPZH[PVUZ�[LUK�[V�OPYL�IYPNO[�JHWHISL�WLVWSL�^OV�HYL�TV[P]H[LK�[V�KV�[OL�YPNO[�[OPUN�MVY�[OL�YPNO[�YLHZVUZ��(U�PUMVYTHS�MYHTL^VYR�KVLZU»[�TLHU�[OH[�[OLYL�PZ�UV�HJJV\U[HIPSP[ �̀�VY�N\PKHUJL� MYVT�HIV]L�� 0[� Q\Z[�TLHUZ� [OH[� [OLYL�HYL�THU`�^H`Z�VM�HJOPL]PUN� [OL�ZHTL�VIQLJ[P]L��7YVJLZZ� PZ� SPRL�ZLJ\YP[ �̀�;OL� PUZ[PUJ[P]L�[OPUN� PZ�[V� SVJR�L]LY`[OPUN�KV^U�H[�[OL�JVZ[�VM�HJJLZZ�[V�]HS\HISL�KH[H��:VTL�PUMVYTH[PVU�JLY[HPUS`�Ä[Z�PU[V�[OH[�JH[LNVY �̀�I\[�H�SV[�KVLZU»[��7YVJLZZ�HUK�H�ZVJPHS�Z\WWVY[�Z`Z[LT�PZ�[OL�ZHTL��7YVÄSPUN�^OH[�NVLZ�^OLYL�OLSWZ�YLK\JL�[OL�JVZ[�VM�THUHNPUN�[OPZ��/V^�Z`Z[LTZ�[OLU�PU[LNYH[L�ZLJ\YLS`�^P[OPU�[OH[�^LI�VM�ZVJPHS�JVUULJ[P]P[`�PZ�TVYL�HWWYVWYPH[L�¹

;OL�Z[H[L�VM�*:4�YLWVY[�JVUJS\KLK!�̧ 0[�HWWLHYZ�[OH[�UV[�VUS`�OHZ�ZVJPHS�TLKPH»Z�VYNHUPZH[PVUHS�Z[Y\J[\YL�^P[OPU�H�I\ZPULZZ�L]VS]LK�HUK�TH[\YLK��O\I�HUK�ZWVRL�ILJVTPUN�[OL�JVYL�TVKLS��ZWVRLZ�PUJYLHZPUN�PTWS`PUN�LTILKKPUN�HJYVZZ�KLWHY[TLU[Z��HUK�PUJYLHZPUN�KPYLJ[�YLWVY[PUN�[V�[OL�\WWLY�LJOLSVUZ�VM�H�JVYWVYH[PVU�PTWS`PUN�HU�PUJYLHZPUN�YLJVNUP[PVU�VM�[OL�]HS\L�VM�ZVJPHS� MYVT� ZLUPVY� THUHNLTLU[��� I\[� ZVJPHS� OHZ� HJ[\HSS`� PTWHJ[LK� VU� [OL� VYNHUPZH[PVU�HUK� Z[Y\J[\YL� VM� [OL� LU[PYL� I\ZPULZZ�� HUK� OHZ� ^YV\NO[� TLHUPUNM\S� JOHUNL� VU� IYVHKLY�VYNHUPZH[PVUHS� TVKLSZ�� -\UKHTLU[HSS �̀� ZVJPHS� OHZ� MVYJLK� KPɈLYLU[� KLWHY[TLU[Z� [V� ^VYR�TVYL�JSVZLS`�[VNL[OLY�[V�ILJVTL�TVYL�YLZWVUZP]L�HUK�IL[[LY�HISL�[V�ZLY]L�H�JVUZ\TLY�[OH[�L_WLJ[Z�ZVJPHS�WYVÄJPLUJ`�HUK�VUL�[V�VUL�JVTT\UPJH[PVU�¹

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0Z�ZVJPHS�KH[H�PU[LNYH[LK�PU[V�`V\Y�I\ZPULZZ»Z�*94�Z`Z[LT&

36% YES64% NO

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32% YES68% NO

,\YVWL

40% YES60% NO

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:6<9*,!�<:4

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17

0U� [OLPY� Z[\K`� PU[V� OV^�THYRL[LYZ� PU[LUK� [V� HWWYVHJO� [OLPY� JVU[LU[�THYRL[PUN� [OPZ� `LHY��*VW`7YLZZ�JVUJS\KLK!�¸/HSM�VM�THYRL[LYZ�HYL�JOHUNPUN�[OLPY�JOHUULS�MVJ\Z�PU�������HUK�VM�[OVZL�Z\Y]L`LK�[OL�IPNNLZ[�MVJ\Z�^PSS�IL�VU�JVU[LU[�THYRL[PUN��6]LY�OHSM�VM�THYRL[LYZ�HYL�PU]LZ[PUN��������VY�TVYL�VU�THYRL[PUN�WLY�TVU[O�[OPZ�`LHY��-LH[\YLK�HY[PJSLZ�Z[PSS�`PLSK�[OL�ILZ[�960�HJYVZZ�PUK\Z[YPLZ��=PKLVZ�HYL�HU�960�YPJO�TLKPH�MVYTH[��I\[�THYRL[LYZ�HYL�OH]PUN�PZZ\LZ�ÄUKPUN�[OLT��HUK�̂ P[OPU�I\KNL[��(UK�H\[OVYZOPW�PZ�H�IPN�MVJ\Z�MVY�THYRL[LYZ�[OPZ�̀ LHY��I\[�V]LYHSS�[OL`�HYLU»[�^PSSPUN�[V�WH`�TVYL�MVY�H�WYLTPLY�H\[OVY�[V�JYLH[L�H�WPLJL�VM�JVU[LU[�¹

:VJPHS�TLKPH�HZ�H�JVU[LU[�JYLH[PVU�WSH[MVYT�OHZ�H�^OPSL�[V�NV�`L[�[V�YLHJO�[OL�TH[\YP[`�[OH[�V[OLY�[YHKP[PVUHS�JOHUULSZ�OH]L�LUQV`LK��I\[�P[»Z�KL]LSVWPUN�H[�H�MHY�MHZ[LY�YH[L�[OHU�[OL�V[OLY�JOHUULSZ�KPK�V]LY�[OLPY�SPMLJ`JSL��2L`�ISVNNLYZ�MVY�PUZ[HUJL�VɈLY�[OL�WV[LU[PHS�MVY�H�WLYMLJ[�Z[VYT�VM� PKLHZ��JVU[LU[�HUK�MVSSV^LYZ�[OH[�IYHUKZ�JHU�[HW�PU[V��*HYL�VM�JV\YZL�ULLKZ�[V�IL�[HRLU�PU�VYKLY�[V�H]VPK�ISH[HU[�ZWVUZVYZOPW�VM�[OPZ�JVU[LU[��I\[�L]LU�OLYL��JVUZ\TLYZ�\UKLYZ[HUK�[OH[�WYLTP\T�JVU[LU[�OHZ�[V�IL�WHPK�MVY�H[�ZVTL�WVPU[�

*VU[LU[�^P[O�[OL�ILZ[�960

Content is still king

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18

:6<9*,!�*VW`:WHJL

>OLU�X\PaaLK�HIV\[�^OL[OLY�[OLPY�I\ZPULZZLZ�OHK�H�JVU[LU[�JYLH[PVU�Z[YH[LN �̀�[OL�<:4�Z\Y]L`�ZOV^LK�H�Z[HYR�KPɈLYLUJL�IL[^LLU�[OL�<:�HUK�,\YVWL��;̂ V�[OPYKZ�VM�<:�JVTWHUPLZ�UV^�OH]L�H�JVU[LU[�JYLH[PVU�Z[YH[LN`�PU�WSHJL��^P[O�SLZZ�[OHU�OHSM�VM�,\YVWLHU�I\ZPULZZLZ�Z[H[PUN�[OL`�OHK�KL]LSVWLK�HU�HWWYVHJO�MVY�[OLPY�I\ZPULZZLZ�

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19

Do you have a content strategy in place?

67% YES33% NO

*VTIPULK��,\YVWL�HUK�5VY[O�(TLYPJH

65% YES35% NO

,\YVWL

70% YES30% NO

5VY[O�(TLYPJH

:6<9*,!�<:4

*VU[LU[�HSZV�ULLK�[V�OH]L�V^ULYZOPW��-VYYLZ[LY�Z[H[L!�¸*VYWVYH[L�THYRL[PUN»Z�ZVJPHS�LɈVY[Z�HYL�VM[LU�KPZYLNHYKLK�I`�ZHSLZ�WYVMLZZPVUHSZ�� YLNHYKSLZZ�VM�OV^�LɈLJ[P]L� [OL�LɈVY[Z�HYL��:HSLZ� HUK�THYRL[PUN� HYL� RUV^U� [V� OH]L� H� SVUN�Z[HUKPUN� HU[HNVUPZ[PJ� YLSH[PVUZOPW�� ^P[O�SLHKLYZ�MYVT�IV[O�ZPKLZ�L_WYLZZPUN�H�SHJR�VM�HSPNUTLU[�IL[^LLU�[OL�[^V�VYNHUPaH[PVUZ�[OH[�has been true for years. This remains true as sales begins to use the same social channels [OH[�THYRL[PUN�\ZLZ�[VKH �̀¹

(SZV�� ¸:HSLZ�WYVMLZZPVUHSZ�KVU»[�^HU[� [V�IL�THYRL[LYZ�� HUK� [OL� HIPSP[`� [V� ZJOLK\SL� [OLPY�JVU[LU[�MVY�[OLPY�W\ISPJ�ZVJPHS�UL[^VYR�WHNLZ�LUHISLZ�[OLT�[V�SPTP[�[OL�U\TILY�VM�[PTLZ�WLY�KH`�[OL`�[OPUR�HIV\[�JVU[LU[�JYLH[PVU"�[OL`»YL�MYLLK�\W�[V�OH]L�TVYL�WLYZVUHS�JVU]LYZH[PVUZ�on both social and traditional channels.

¸(SVUN� ^P[O� JVU[LU[� ZJOLK\SPUN�� [OPZ� JHWHIPSP[`� ZWLHRZ� [V� [OL� JVTWSPJH[LK� YLSH[PVUZOPW�IL[^LLU�ZHSLZ�HUK�THYRL[PUN��:HSLZ�WYVMLZZPVUHSZ�RUV^�[OH[�^OLU�[OL`�OHUKJYHM[�JVU[LU[�

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20

P[�PZ�TVYL�Z\JJLZZM\S��OV^L]LY�TVKPM`PUN�WYL�JYLH[LK�JVYWVYH[L�THYRL[PUN�JVU[LU[�MVY�[OLPY�WLYZVUHS�H\KPLUJLZ�PZ�Z[PSS�LɈLJ[P]L�HUK�IV[O�MHZ[LY�HUK�ZPTWSLY�¹

;OL�[`WLZ�VM�JVU[LU[�[OH[�HYL�ILPUN�JYLH[PUN�MVY�THYRL[PUN�W\YWVZLZ�HYL�HSZV�L_WHUKPUN��;L_[�IHZLK�JVU[LU[� Z[PSS� OHZ� H�WSHJL� PU� [OL�THYRL[LY»Z� HYTV\Y �̀� I\[� PUJYLHZPUNS`� JVU[LU[�PZ�ILJVTPUN�TVYL�]PZ\HS��;OL�YPZL�VM�7PU[LYLZ[�JHU�IL�[OHURLK�MVY� [OH[��=PKLV�JVU[LU[� PZ�HSZV�OPNOS`�WVW\SHY��I\[�YLTHPUZ�KPɉJ\S[�[V�JYLH[L��I\[�[OPZ�^PSS�YHWPKS`�JOHUNL�HZ�UL^�[VVSZ�JVTL�VU[V�[OL�THYRL[��/V^L]LY��[OL�JOHUNL�[OH[�0UZ[HNYHT�OH]L�THKL�[V�]PKLV�JYLH[PVU�OHZ�HSYLHK`�ZLLU�IYHUKZ�[HRL�HK]HU[HNL�VM�[OLZL����ZLJVUK�]PKLV�ZUPWWL[Z�[V�NYLH[�LɈLJ[�

6M�JV\YZL�JVU[LU[�JYLH[PVU�PZ�KLZPNULK�[V�I\PSK�IYHUK�HK]VJHJ �̀�.HPUPUN�IYHUK�SV`HS[`�OHZ�H�U\TILY�VM�Z[YHUKZ�[OH[�JVTL�[VNL[OLY�HJYVZZ�[OL�ZVJPHS�TLKPH�UL[^VYRZ��6M[LU�JP[LK�PZ�[OL�KYP]LY�VM�WYVTV[PVUZ��KPZJV\U[PUN�HUK�NPM[Z�[OH[�HYL�ILOPUK�[OL�\W[PJR�[OH[�IYHUKZ�ZLL�VU�[OLPY�;̂ P[[LY�MLLKZ�HUK�[OLPY�-HJLIVVR�WHNLZ�PU�WHY[PJ\SHY��;OPZ�PZU»[�H�THUPW\SH[PVU�VM�[OL�JVUZ\TLY��I\[�HU�HWWYLJPH[PVU�VM�[OLPY�WYVWLUZP[`�[V�NYH]P[H[L�[V^HYKZ�H�IYHUK�[OH[�VɈLYZ�PTTLKPH[L�NYH[PÄJH[PVU�PU�ZVTL�^H �̀�(UK�VM�JV\YZL�PM�[OPZ�PZ�^LSS�YLJLP]LK��[OLZL�JVUZ\TLYZ�^PSS�JVTT\UPJH[L�[OPZ�[V�[OLPY�JVUULJ[PVUZ�V]LY�ZVJPHS�TLKPH�

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21

+V�`V\�OH]L�H�JSLHYS`�KLÄULK�V\[YLHJO�Z[YH[LN`�MVY�LUNHNPUN�^P[O�IYHUK�PUÅ\LUJLYZ&

36% YES64% NO

*VTIPULK��,\YVWL�HUK�5VY[O�(TLYPJH

34% YES66% NO

,\YVWL

28% YES61% NO

5VY[O�(TLYPJH

:6<9*,!�<:4

9LZLHYJO�I`�7\UJO;HI�OHZ�YL]LHSLK�[OH[�T\TZ�HYL�H�O\NL�THYRL[�^OLU�P[�JVTLZ�[V�IYHUK�HK]VJHJ �̀� 6]LY� ���� VM� [OVZL� Z\Y]L`LK� ^V\SK� YLZWVUK� WVZP[P]LS`� [V� IYHUKZ� [OH[� VɈLY�PUJLU[P]LZ��4VZ[�YLZWVUKLU[Z�������ZHPK�[OL`�^LYL�PU[LYLZ[LK�PU�SV`HS[`�WYVNYHTZ��¸4VTZ�HYL� [OL�TVZ[�JYP[PJHS�KLTVNYHWOPJ�ZLNTLU[� MVY�THU`�IYHUKZ�¹�Z[H[LK�(UNLSH�:HUÄSPWWV��*46�H[�7\UJO;HI��¸;OL`�HYL� [OL�WYPTHY`�KLJPZPVU�THRLYZ�^OLU� P[�JVTLZ�[V�OV\ZLOVSK�W\YJOHZLZ��HUK�PUÅ\LUJL������[YPSSPVU�PU�ZWLUK�L]LY`�`LHY��,]LY`VUL�^HU[Z�[V�LUNHNL�[OPZ�H\KPLUJL�ZLNTLU[���;OL�X\LZ[PVU�PZ!�̂ OH[�TV[P]H[LZ�TVTZ�[V�[HRL�HJ[PVU&�;OPZ�Z[\K`�VɈLYZ�KLÄUP[P]L�L]PKLUJL�[OH[�WYV]PKPUN�TVTZ�^P[O�[OL�YPNO[�PUJLU[P]LZ�JHU�IVVZ[�^VYK�VM�TV\[O�HUK�KYP]L�ZHSLZ�HJYVZZ�H�JVTWHU`»Z�LU[PYL�IYHUK�WVY[MVSPV�¹

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22

;(2,�(*;065-VY�HSS�ZVJPHS�TLKPH�THYRL[LYZ�KL]LSVWPUN�JHTWHPNUZ�UV �̂�[OLPY�JVU[LU[�JHSLUKHY�̂ PSS�JSLHYS`�OH]L� ZL]LYHS� ^LSS�\UKLYZ[VVK� JVTWVULU[Z�� I\[� VM[LU� V]LYSVVRLK� PZ� [OL� Z\I[SL� J\S[\YHS�KPɈLYLUJLZ�[OH[�JHU�THRL�HSS�[OL�KPɈLYLUJL�[V�[OL�[HYNL[�H\KPLUJL��:VJPHS�TLKPH�TH`�IL�PU[LYUH[PVUHS�PU�UH[\YL��I\[�JVU[LU[�Z[PSS�ULLKZ�[V�IL�[HPSVY�THKL�MVY�ZWLJPÄJ�NYV\WZ��

)YHUK�V^ULYZ�^V\SK� SPRL� [V�JYLH[L�NLULYPJ�JVU[LU[��I\[� [OPZ�KVLZU»[�WLYMVYT�HZ�^LSS� HZ�JVU[LU[� [OH[�ZWLHRZ�KPYLJ[S`� [V�HU�H\KPLUJL��/LYL��IPN�KH[H�HUHS`ZPZ�HSVUN�^P[O� SPZ[LUPUN�[V� HU� H\KPLUJL�^PSS� KLSP]LY� [OL� PUZPNO[Z� [OH[� IYHUKZ� ULLK�� ,\YVWL� MVY� PUZ[HUJL� PZU»[� VUL�THYRL[��HUK�ZOV\SK�IL�HWWYVHJOLK�HZ�PUKP]PK\HS�JHTWHPNUZ�[V�LUZ\YL�OPNO�SL]LSZ�VM�960�are obtained.

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23

>OH[�PZ�JSLHY�MYVT�[OL�YLZLHYJO�<:4�OHZ�JHYYPLK�V\[�PZ�[OH[�<:�JVTWHUPLZ�HYL�Z[PSS�HOLHK�VM� [OLPY� ,\YVWLHU� JV\U[LYWHY[Z� ^P[O� [OL� SL]LYHNL� VM� ZVJPHS� TLKPH� HJYVZZ� [OLPY� LU[PYL�organisations.

:VJPHS�TLKPH�[OH[�^HZ�VUJL�ZLLU�HZ�H�THYRL[PUN�[VVS�PZ�UV^�HWWYLJPH[LK�HZ�HU�LUNHNLTLU[�JOHUULS�[OH[�PZ�\ZLK�YPNO[�HJYVZZ�H�JVYWVYH[PVU»Z�HJ[P]P[PLZ��(UK�^OLYL�ZVJPHS�TLKPH�HJ[P]P[`�^HZ�JLU[YLK�VU�THYRL[PUN�VY�79��ZVJPHS�I\ZPULZZLZ�HYL�UV^�ILPUN�KL]LSVWLK�[OH[�WSHJL�ZVJPHS�TLKPH�H[�[OL�OLHY[�VM�L]LY`�JVUZ\TLY�[V\JO�WVPU[�

(SZV��[OL�HK]LU[�VM�IPN�KH[H�OHZ�WYV]PKLK�HU�VWWVY[\UP[`�[V�HUHS`ZPZ�[OLZL�UL^�YLSH[PVUZOPWZ�PU�\UWYLJLKLU[LK�KL[HPS��/LYL��<:�HUK�,\YVWLHU�JVTWHUPLZ�HYL�TVYL�JVTWHYHISL��HZ�IPN�data analysis tools have become freely available to all.

:VJPHS� TLKPH� P[� UV^� UV[� HU� (TLYPJHU� WOLUVTLUVU�� I\[� H� I\ZPULZZ� VIQLJ[P]L� [OH[� HSS�JVYWVYH[PVUZ�HYL�HJ[P]LS`�W\YZ\PUN��;OL�JVUZ[Y\J[PVU�VM�[Y\S`�ZVJPHS�I\ZPULZZLZ�PZ�HU�L]VS]PUN�WYVJLZZ��I\[�VUL�[OH[�<:�HUK�,\YVWLHU�JVTWHUPLZ�HYL�LTIYHJPUN��

;OL�Y\SLZ�VM�LUNHNLTLU[�V]LY�ZVJPHS�JOHUULSZ�HYL�UV^�JSLHYLY�[OHU�[OL`�OH]L�L]LY�ILLU��0[»Z�\W�[V�LHJO�I\ZPULZZ�[V�\UKLYZ[HUK�OV^�[OLZL�Y\SLZ�JHU�IL�HWWSPLK�[V�[OLPY�JVUZ\TLYZ��<UJSL�:HT�TH`�IL�[OL�MH[OLY�VM�ZVJPHS�TLKPH��I\[�P[»Z�[OL�YLZ[�VM�[OL�^VYSK�[OH[�PZ�ZOHWPUN�OV^�P[�NYV^Z�\W�

9LWVY[�^YP[[LU�I`�+H]PK�/V^LSS�VM�5L_\Z�7\ISPZOPUN�� JVU[YPI\[PUN�^YP[LY�[V�<:4�

Conclusions

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24

*aptive audiences

;OL�H]LYHNL�ZJVYLZ�Q\Z[�\UKLYSPUL�[OL�THYRLK�KPɈLYLUJLZ�IL[^LLU�<2�HUK�<:�universities.

:6<9*,!�:VJPHNPSP[`�^^ �̂ZVJPHNPSP[ �̀JVT�\UP]LYZP[PLZ

0[»Z�PU[LYLZ[PUN�[V�MVJ\Z�VU�H�UHYYV^�THYRL[�ZLJ[VY�[V�ZLL�[OL�PTWHJ[�[OH[�ZVJPHS�TLKPH�OHZ�LHJO�ZPKL�VM�[OL�WVUK��(�YLJLU[�;PTL�/PNOLY�,K\JH[PVUHS�:\WWSLTLU[�YLWVY[�SVVRLK�JSVZLS`�H[�[OL�ZVJPHS�TLKPH�HJ[P]P[`�VM�\UP]LYZP[PLZ�PU�[OL�<2�HUK�<:��JVUJS\KPUN�[OH[�[OL�HJ[P]P[`�VM�HU�PUKP]PK\HS�PUZ[P[\[PVU�ZOV^LK�H�KPYLJ[�JVYYLSH[PVU�^P[O�[OLPY�YHURPUN�

;OL� YLZLHYJO�JHYYPLK�V\[�I`�:VJPHNPSP[`� \ZLZ� [OLPY�7905;�TL[YPJ� [OH[� [OL�JVTWHU`�L_WSHPU�HZ!�̧ 0[�PZ�JHSJ\SH[LK�IHZLK�VU�H�IYHUK»Z�WLYMVYTHUJL�HJYVZZ�T\S[PWSL�JOHUULSZ��PUJS\KPUN�;̂ P[[LY��-HJLIVVR��@V\;\IL�HUK�[OL�^LI��-VY�LHJO�JOHUULS��Ä]L�H[[YPI\[LZ�HYL�HUHS`ZLK!�7VW\SHYP[`"�9LJLW[P]LULZZ"�0U[LYHJ[PVU"�5L[^VYR�YLHJO�HUK�;Y\Z[�¹

6M�JV\YZL�[OPZ�JSVZLK�NYV\W�VM�ZVJPHS�TLKPH�\ZLYZ�HYL�HSZV�JVUZ\TLYZ�PU�[OLPY�V^U�YPNO[�HUK�^PSS�IL�JVTMVY[HISL�\ZPUN�ZVJPHS�TLKPH�UL[^VYRZ��;OPZ�YLZLHYJO�JHU�LHZPS`�IL�L_[YHWVSH[LK�[V�V[OLY�NYV\WZ� PU� [OL�JVYL�KLTVNYHWOPJZ� [OH[�H�IYHUK� PZ� [HYNL[PUN�^P[O� P[Z�THYRL[PUN�JVSSH[LYHS��;OL�PTWVY[HU[�MHJ[VY�PZ�[V�LUZ\YL�[OH[�LHJO�TLZZHNL�WH`Z�JSVZL�H[[LU[PVU�[V�[OL�ZWLJPÄJ�HUK�\UPX\L�HZWLJ[Z�VM�[OL�NYV\WZ�^OL[OLY�[OL`�HYL�MYVT�[OL�<:�VY�,\YVWL�

:VJPHNPSP[`�JVUJS\KL!�¸<:�PUZ[P[\[PVUZ�ZJVYL�T\JO�IL[[LY�[OHU�<2�VU�HSS�H[[YPI\[LZ�V[OLY�[OHU�9LJLW[P]LULZZ��([�ÄYZ[�ZPNO[�[OPZ�TPNO[�ZLLT�H�<2�[YP\TWO��/V^L]LY��P[�PZ�[OL�VUS`�H[[YPI\[L�[OH[�ZOV^Z�H�ULNH[P]L�JVYYLSH[PVU��HSILP[�UV[�H�ZPNUPÄJHU[�VUL��^P[O�[OL�����¶�����;PTLZ�/PNOLY�,K\JH[PVU�>VYSK�<UP]LYZP[`�9HURPUNZ�ZJVYLZ��;OPZ�TPNO[�SVVR�VKK�I\[��̂ OPSL�HJ[P]L�SPZ[LUPUN�TH`�IL�HU�H[[YPI\[L�MVY�YLJY\P[TLU[��[OL�;PTLZ�/PNOLY»Z�ZJVYPUN�Z`Z[LT�PZ�H�WVY[MVSPV�TLHZ\YL�HUK�UV[�ZVSLS`�MVJ\ZZLK�VU�YLJY\P[TLU[�¹

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*OLJR�V\[�[OL�I\ZPULZZ�MVJ\ZLK�HNLUKH��JVYWVYH[L�ZWLHRLY�HUK�T\JO�TVYL�H[��usefulsocialmedia.com/sanfrancisco

The Third Annual Corporate Social Media Summit San Francisco

Embed social media across your company for a more responsive business, more robust reputation and an increase in marketing conversion

Speakers include:

Two day business conference, November 13–14, 2013Hotel Kabuki, San Francisco

#CSMSFusefulsocialmedia.com/sanfrancisco

(�WYHJ[PJHS�HUK�PU[LYHJ[P]L�I\ZPULZZ�JVUMLYLUJL�I\PS[�MVY�ZVJPHS�TLKPH�� THYRL[PUN�HUK�JVTT\UPJH[PVUZ�L_LJ\[P]LZ!

American Airlines1VUH[OHU�7PLYJL

Director Social Communications

Dell9PJOHYK�4HYNL[PJ

Director Global Social Media

U-Haul InternationalToni Jones

Social Media Director

Wells Fargo2PTHYPL�4H[[OL^Z

Vice President Social Web

AT&T)YVVRZ�;OVTHZ

Director, Digital & Social Media

GET BEST PRACTICE FROM THE GLOBAL LEADERS: Exclusive strategic insight from leading social media professionals from some of the biggest brands in the world.

GET CLOSER TO YOUR CUSTOMERS THROUGH YOUR SOCIAL STRATEGY: Build valuable relationships, humanize your brand and become customer centric to enhance long-term customer loyalty.

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Gold Sponsor: Co-Sponsors:

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