State of Social Media in Belgium - Presentation

Visibility and Social Media
Monitoring study of
Belgian companies
Survey Results
August 2010
Mic Adam
Vanguard Leadership (c) – August 2010
Introduction
• Social media for business is a hot topic
• Key questions:
• Are companies present in social media?
• How visible do thy make they presence?
• Do companies monitor their social media
accounts?
• Do they engage their audience?

Research method (1)
• Visibility of companies
• 540 companies analyzed
• BEL-20 companies
• Trends Gazellen
• Brussels – Large companies
• Antwerp – Medium sized companies
• Miscelaneous companies (large and small
geographically spread all over belgium)
• Company websites were visited and checked for
links to social media profiles
• Inventory of social media profiles through various
search engines and tools including platforms
themselves
Research method (2)
• Social Media Monitoring
• Twitter
• Facebook
• LinkedIn

Some Statistics
• Facebook 500 million, Twitter 150 million and
LinkedIn 75 million
• In Belgium LI has +/-800K members, FB 3.5M
and Twitter +/-100K users
• In Belgium there are
• +/-4.500 companies represented in LinkedIn
• No specific numbers are available for Facebook or
Twitter

Visibility of Belgian companies

Social Media Presence
Not Present
29%
Present
71%
Social Media Presence = have a profile on at least one SoM

platform
Social Media Visibility
on company website
Yes
25%
No
75%
1 in 3 on companies with
social media profile
1 in 4 on ALL companies
Yes
35%
No
65%

Where are companies?
80%
70%
60%
50%
40%
30%
20%
10%
0%
Facebook Twitter LinkedIn

Are you listening?

Twitter Monitoring
• Step 1: Generic Tweet requesting acknowledgement
• Step 2: Request for specific & relevant information
• Step 3: File a complaint about not listening
Reply
45%
No Reply
55%

Twitter Monitoring
Conclusions:
• Only 45% of the companies replied!
Reasons why not responding:

• Dormant name – claimed for future use?
• Not really used – it is someone’s toy?
• Only used to shout AT the world, not engage

Facebook Presence
18% 20%
19%
43%
• 20% - Page only: Just claimed page (no fans/No posts)

• 43% - Starter: a few fans and limited amount of posts
• 19% - Advertizers: Fans but only outgoing posts
• 18% - Conversationalists: Fans and posts from company and fans

LinkedIn Monitoring
Aspects of interactivity
• Companies & people following companies
• Status live update follow
• Comments on discussions
• Replies to Questions & Answers
• Poll votes

Companies in LinkedIn
Overview
70%
60%
50%
40%
30%
20%
10%
0%
1-10 11-50 51-200 201-500 501-1000 1.001-5.000 5.000-10.000
Reflects belgian business landscape

Followers of company
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
5K-10K 51-250 1-10
Remarks:
• Large companies: few employees follow their company
• Medium sized companies: evenly spread
• Small companies: in line with size Vanguard Leadership (c) – August 2010
Status Updates

Conversations in LinkedIn Groups
1% 1%
5%
15%
78%
No comment 1-5 comments
6-20comments 21-50 comments
50+ comments
• Out of 78% uncommented discussions is about 4 out 5

• Link to article or website
• Event announcement
• Advertizing service or product Vanguard Leadership (c) – August 2010
Answers
1%
8% 12%
35%
44%
No comment
1-5 comments
6-20comments
21-50 comments
50+ comments

Polls
60%
50%
40%
30%
20%
10%
0%
No votes 1 - 5 votes 6 - 20 votes 21 - 50 51 - 250 251 - 1,000 1000+ votes
votes votes votes

Conclusions
• Companies are only getting their feet wet..

• Socil media is not really part of the company
and marketing strategy
• Some companies might be monitoring social
media but most are certainly not engaging
their customers.

Recommendations
Visibility
• Add social media links to your website
Twitter
• Use a representative and easy to find name
• Give followers a reason to follow you
Facebook
• Post regularly but not too commercial info
• Engage your audience
LinkedIn
• Have a company profile people can follow, including
your employees
• Create and moderate good discussions
Recommendations
Before you get started:
• Create social media awareness for all employees
(not just for marketing)
• Create inventory where audiences, employees,
clients and markets are
• Create and implement a social media policy
When you are up and running:

• Integrate social media into the company’s strategy
• Commit resources (people, money and time) to
implement social media
• Monitor your social media accounts
• Engage your audience Vanguard Leadership (c) – August 2010
About Vanguard Leadership
Vanguard Leadership is a Social Media Policy Consultancy company

that focuses on helping companies and individuals protect their
reputation in social media by
• Providing awareness presentations about social media
• Creating social media inventories
• Creating and implementing social media policies
• Providing customized trainings and workshops
• Providing social media monitoring in an outsourced model.
Vanguard Leadership also provides specific training and monitoring

solutions for companies taking them “from a professional profile to
an efficient social media strategy.

Contact details
Mic Adam
Social Media Policy Creator
General Manager
Vanguard Leadership
Website: www.vanguard-leadership.be
Blog: http://micvadam.wordpress.com
Email: adammic@vanguard-leadership.be
Phone: +32 478 50 41 35
Skype: micvadam
Address: Jan Vanlooylaan 63
B-8670 Koksijde
Belgium

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Visibility and Social Media

Vanguard Leadership (c) – August 2010

Vanguard Leadership (c) – August 2010

Vanguard Leadership (c) – August 2010

Vanguard Leadership (c) – August 2010

Social Media Presence = have a profile on at least one SoM

Vanguard Leadership (c) – August 2010

Vanguard Leadership (c) – August 2010

Vanguard Leadership (c) – August 2010

Vanguard Leadership (c) – August 2010

Reasons why not responding:

Vanguard Leadership (c) – August 2010

• 20% - Page only: Just claimed page (no fans/No posts)

Vanguard Leadership (c) – August 2010

Vanguard Leadership (c) – August 2010

Reflects belgian business landscape

5K-10K 51-250 1-10

Vanguard Leadership (c) – August 2010

No comment 1-5 comments

6-20comments 21-50 comments

• Out of 78% uncommented discussions is about 4 out 5

Vanguard Leadership (c) – August 2010

Vanguard Leadership (c) – August 2010

• Companies are only getting their feet wet..

Vanguard Leadership (c) – August 2010

When you are up and running:

Vanguard Leadership is a Social Media Policy Consultancy company

Vanguard Leadership also provides specific training and monitoring

Vanguard Leadership (c) – August 2010

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