CSAE Social Media Benchmarking Survey Are You Keeping Pace with Your Peers?
CSAE Social Media Benchmarking Survey
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Transcript of CSAE Social Media Benchmarking Survey
CSAE Social Media Benchmarking Survey
Are You Keeping Pace with Your Peers?
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Today’s Presentation
• Why?• Who?• How?• What we found out?• What’s next?
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Why We Conducted This Research
Social Media…• What are associations doing now? • What are their future plans?• Perceived benefits/concerns?• Success stories/disasters
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Who was Involved?
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How the Survey was Conducted
• Early October 2011• CSAE executive members/non-members• 340 completed entire questionnaire• 20%+ response from CSAE members
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Reporting
• Type of association• Composition • Staff size• Operating budget
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Associations Currently SupportingSome Form of Social Media
YES77%
NO23%
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Proactive or Reactive?
We're being very proactive
We're being somewhat proactive
We're being somewhat reactive
We're being very reactive
Other
16%
51%
19%
7%
7%
Social Media:Proactive or Reactive?
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Proactive or Reactive?
• Most proactive – professional/occupational• Most reactive – trade/industry/business
We're in the Bermuda Triangle — we've got the ships (the platforms) set up but no
wind (staff time) to deal with content.
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Social Media: Benefits
We get a better sense about what people of influence are thinking.
Opportunity to communicate with "next" generation.
Increases brand awareness
89%Develops
community, inter-member
collaboration and information sharing
88%Provides
networking opportunities
88%
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Social Media: Concerns
Social Media not actually effective, more
hype than hope.
Not having a clear Social Media plan with
guidelines and policies for employees to follow.
Lack of participation/
engagement from your members
63%Difficulty protecting brand image from
damaging 3rd party Social Media online
conversations
60%Comments on
Social Media not representative of
general public opinion
59%
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How do you know what your members are thinking?
Knowing What your Members ThinkInformal comments and feedback 65%
Regular communications/meetings with members 35%
Online feedback from within Social Media 25%Our "gut" feeling 24%We don't know 23%
Formal general survey with one or twoSocial Media questions 23%
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How do you know what your members are thinking?
Knowing What your Members ThinkInformal comments and feedback 65%
Regular communications/meetings with members 35%
Online feedback from within Social Media 25%Our "gut" feeling 24%We don't know 23%
Formal general survey with one or twoSocial Media questions 23%
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Keeping up with Trends?
How are you keeping up with Trends in Social Media
Input from employees and volunteers 61%Attending seminars/conferences 60%Websites 44%Internal Social Media team’s research 27%No formal mechanism 27%
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Keeping up with Trends?
How are you keeping up with Trends in Social Media
Input from employees and volunteers 61%Attending seminars/conferences 60%Websites 44%Internal Social Media team’s research 27%No formal mechanism 27%
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Social Media – Spending
% Spending on Social Media 2011/2012
2011 47%
2012 66%
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Hours devoted to Social Media
10 or more hours a week 2011/20120
2011 18%
2012 45%
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Social Media Training
Social Media Training
2011 – Training provided 52%
2012 – Training will be provided 74%
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Social Media Strategies and Policies
Social Media Strategies
Social Media Risk Management
PoliciesIn development 38% 30%Non-existent 22% 33%Informal or verbal 22% 19%Formal and documented 15% 15%
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Social Media Strategies and Policies
Social Media Strategies
Social Media Risk Management
PoliciesIn development 38% 30%Non-existent 22% 33%Informal or verbal 22% 19%Formal and documented 15% 15%
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Social Media Strategies and Policies
Social Media Strategies
Social Media Risk Management
PoliciesIn development 38% 30%Non-existent 22% 33%Informal or verbal 22% 19%Formal and documented 15% 15%
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Measuring Success
YES32%
NO68%
Do you measure your success?
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Monitoring Your Social Media
No tools used
Google Analytics
Google Alerts
HootSuite, TweetDeck, Seesmic
Facebook Insights
41%
35%
30%
22%
21%
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Best Practices
“Don’t be overly formal”
“It’s about the conversation”Theme #1
The Tone
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Best Practices
“…it has a strategic plan behind it and each tool is being used in a particular way to support the organizations overall goals and activities.”
Theme #2A Disciplined
approach
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Concluding comments
• Increases anticipated in spending/staff time/training
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Concluding comments
• Increases anticipated in spending/staff time/training
• Little understanding of member expectations
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Concluding comments
• Increases anticipated in spending/staff time/training
• Little understanding of member expectations• Strategy and policies are lagging
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Concluding comments
• Increases anticipated in spending/staff time/training
• Little understanding of member expectations• Strategy and policies are lagging • Few have mechanisms in place to monitor and
measure efforts
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Next steps
• Repeat survey in September 2012
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Next steps
• Repeat survey in September 2012• Your input welcome