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Why Social Media Projects Fail?! – A European Perspective
- 1. BSI WhySocial Media Projects Fail?! – A European Perspective Brand Science Institute, 17th August 2010
- 2. S R P V L T L Wedid an undercoverstudyforthe last 7 months in 12 countries acrossEuropesbiggestcompaniesto understand: „Whatgoeswrong?“ 563 marketersfrom 52 Brands wereinvolved! P
- 3. CRM? RESEARCH? ADVERTISING? 81% OF ALL COMPANIES DON‘T HAVE A CLEAR SOCIAL MEDIA STRATEGY! MARKETING? PR?
- 4. CORPORATES TEND TO TAKE TWICE AS LONG AS START-UPS FOR SOCIAL MEDIA PROJECTS
- 5. ONLY 7% UNDERSTAND THE REAL VALUE OF CUSTOMER INTERACTIONS!
- 6. ONLY 27% HAVE A CLEAR UNDERSTANDING OF THEIR CUSTOMERS
- 7. SOCIAL MEDIA PROJECTS ARE THREE TIMES MORE UNDER CONTROL
- 8. Show me the money! 73% HAD TO SHOW THE MONEY AFTER 12 MONTHS
- 9. 76% FEEL THAT LEGAL DEPARTMENTS HINDER SOCIAL MEDIA PROJECTS
- 10. 87% HAD TO CORRECT THEIR SOCIAL MEDIA EXPECTATIONS
- 11. 72% THOUGHT SOCIAL MEDIA MUST BE VIRAL
- 12. 68% NEVER HEARD OF THE 1-9-90 RULE Ein halbes Prozent aller aktiv gewordenen Nutzer ist für fast zwei Drittel der Editierungen verantwortlich - ein Kreis von nicht einmal 2000 Personen. Wikipedia könnte nicht funktionieren ohne diesen harten Kern, die WikipedianerSpiegel 16/2010
- 13. 84% COMPARE SOCIAL MEDIA PERFORMANCE WITH STANDARD MEDIA MEASURES
- 14. 76% DON‘T MODERATE SOCIAL MEDIA PROJECTS ACCURATELY (IF AT ALL)
- 15. ONLY 7% UNDERSTAND THE CRM VALUE OF SOCIAL MEDIA
- 16. 91% ALLOCATE BUDGETS THE WRONG WAY! K Social Media Traditional Marketing/Media t
- 17. 37% THINK THAT SOCIAL MEDIA IS A MEDIA BUY
- 18. 53% WERE STEPPING INTO THE GEEK-TRAP
- 19. 92% ARE NOT AWARE OF THEIR FB DEPENDENCY * e.g. Like-Value: $0.25 = $ 361.121,25
- 20. 71% TAKE EXPENSIVE UPFRONT INVESTMENTS TO SECURE TECHNICAL FUNCTIONALITY
- 21. ONLY 11% HAVE SOCIAL MEDIA GUIDELINES
- 22. 86% DON‘T HAVE A CLUE HOW TO HANDLE A SOCIAL MEDIA BACKLASH 86% DON‘T HAVE MANUALS HOW TO HANDLE A SOCIAL MEDIA BACKLASH
- 23. ONLY 4% SHARE THEIR SOCIAL MEDIA EXPERIENCE THROUGHOUT THE COMPANY
- 24. WWW.BSI.AG