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The Social Transformation Report

How modern organizations are growing brand value, operational efficiency, and business impact with social media.

Keeping social stuck in marketing misses its greater value

Social's place in marketing is well established—but executives often underestimate social's economic, cultural, and transformative value. Understanding the true potential of social has become imperative as organizations look for new possibilities in the wake of COVID-19. That’s why we set out to discover how social is helping businesses build relationships, create tangible business value beyond marketing, and catalyze digital culture shifts.

We surveyed 2,162 marketers and executives about the use and effectiveness of social media within their organizations, answering three critical questions.

  • 当组织扩大营销和传播部门以外的社交媒体的使用时,他们会取得什么成就?

  • 社交媒体如何影响客户,员工,合作伙伴,股东和社区关系?

  • 随着组织扩大对社交媒体的使用来影响这些关系,它如何为实现更广泛的转型目标做好准备?

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of it

We found that these actions help organizations better realize the value of social.

利用社交媒体发展和加深关系的能力。随着世界与大流行和抗议的斗争,我们已经看到了社交媒体如何维持甚至加强人际关系。对速度和实时数据的需求不仅提高了社会在与客户,员工,合作伙伴和社区保持联系方面的作用。

将社交媒体扩展到营销和传播之外。尽管社交媒体在客户参与方面的作用是众所周知的,但成熟的组织正在使用社交媒体来实现广泛的跨组织利益。特别是,员工倡导在品牌健康和内部参与方面创造了更大的价值,也提高了从战略到销售的领域效率。

Use social to advance the cultural change needed for digital transformation.Social media programs deployed to a broad set of employees and business functions raise employee skill sets, create value and new efficiencies, and get leaders educated, talking, and aligned around a comprehensive digital strategy.

The bigger picture

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Sophisticated organizations look beyond their customers

我们发现,具有强大的社交媒体策略的复杂组织更有可能使用社交来建立客户以外的关系。我们调查中有超过75%的企业报告使用社交作为渠道与客户及其社区交谈。但是,吸引员工和合作伙伴等其他利益相关者更少。与这些细分市场建立关系的可能性几乎是几乎两倍,并报告它直接影响了他们关闭销售和保持员工保持一致的能力。

超出了他们通过扩大自己的社会策略customers, sophisticated organizations saw a significant improvement to their brand health, with 80% of these businesses reporting improved brand health metrics such as relevancy and positive sentiment. Part of this is because socially mature organizations use social listening tools to better understand their customers and respond to their needs. But the other major contributing factor is that these businesses have robust employee advocacy programs that allow them to create deeper ties within their organizations.

就像泰勒·斯威夫特(Taylor Swift)召集一位粉丝一样,这表明我们正在听。它表明您知道自己被认可,您的努力是being rewarded.

布拉德·范·豪特(Brad Van Houte) Head of Global Social Experience & Visual Design Amway
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Social drives media efficiency and smarter sales

众所周知,大型受众,高级定位能力和成本效益使社交成为吸引客户的有效渠道。但是,具有成熟社交媒体计划的组织更有可能使用社交分析来更好地了解客户的想法以及他们需要什么。这在Covid-19-19大流行开始时尤其明显,在此期间,成熟的用户报告改善品牌情绪的可能性要高三倍。随着世界应对锁定,经济不确定性和内乱的努力,这些品牌能够迅速对消费者情绪的转变做出反应,并在回应时做出更好的战略决策。

Organizations that know what their customers need in real time are also better able to equip their sales teams in the long term. Our data shows that socially mature organizations consistently report better lead quality and reduced customer acquisition costs. Overall, while 53% of all respondents reported that they can attribute value to business outcomes driven by social media (such as leads, sign-ups, donations, downloads, and purchases), mature users were twice as likely to report they have tracked sales partially attributed to social media.

  • 说社交媒体的受访者比其他媒体更有效地吸引了潜在客户。

  • Respondents who agree that the use of social media has improved brand health measures.

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Social shifts culture. Culture transforms business.

复杂的组织将社会视为其更广泛的转型议程不可或缺的一部分。他们了解,转型不仅需要新技术。它需要改变组织内的文化,这是从顶部开始的转变。与不太成熟的组织相比,社会成熟的组织具有执行赞助商的五倍。受访者很清楚,组织内部的广泛采用使高管和组织其他成员之间建立信任变得更加容易。

超过一半(66%)的受访者还同意,他们的社交媒体计划帮助他们的组织为更广泛的数字转型做准备。有了转向委员会,工作组和员工的敬业度,具有成熟社交媒体实践的组织可以更好地建立,以支持更广泛的数字转型计划所需的内部变化和挑战。

How our customers are approaching social transformation

  • 索迪斯,法力全球食品服务和设施gement company with 428,237 employees in 80 countries, puts stakeholder outreach at the core of their social strategy. They ran a highly targeted social campaign to reach executives at a single organization with social posts about their commitment to corporate social responsibility. Sodexo’s team promoted it with paid social posts, while employees with connections to executives shared campaign content to their personal social media networks. It reached the right people and played a role in winning the high-value contract.

  • At Avidia Bank, a mutual community bank in Hudson, Massachusetts, their team uses social to understand customers better and drive sales. When a prospect engages with an article that an employee has shared on LinkedIn, Avidia Bank’s employees contact them to share information about business banking services—reducing the need for on-site visits, or time-consuming lead nurturing.

  • For Georgia State University, social is the glue that connects their entire communications strategy. From using Hootsuite Amplify to get their president and deans engaging directly on social, to coordinating quickly during high volume events, to managing messaging spikes during crises, social is a critical part of the campus experience for students, faculty, and leadership alike.