Corporate Use & Adoption of Social Media


	Corporate Use & Adoption of Social Media

How important is building an online customer community for your organization?

	Extremely important
	Important
	Somewhat important
	Not important

How important are the following goals of an online customer community to your business?

1 Not Important	2	3	4	5 Very Important
Building consumer generated content

Improving customer loyalty

Driving more organic traffic

Expanding customer profiling & database

Generating customer feedback on product releases

Enabling peer-to-peer discussions

Soliciting product suggestions

Increasing sales and transactions

How closely do these online community activities match what your company is seeking to achieve? (Rate on scale 1-5)

1 Matches least	2	3	4	5 Matches most closely
Creating an online community on OUR site where our customers have the ability to generate content and engage in peer-to-peer conversations.

Giving our customers the ability to interact with our brand/company on OTHER sites, such as YouTube, Flickr, and Facebook.

Monitoring mentions about our company or brand in the blogs, twitter, etc.

Proactively working to create a reputation for our company or brand in the blog universe and other social networking sites such as MySpace or Facebook

What is the importance of these specific features in online community applications? (Rate on scale 1-5)

1 Not important	2	3	4	5 Very important
Customers registering & building robust profiles

Customers contributing content

Enabling interaction among the community

Organizing and displaying content according to personal preference

Customers sharing and syndicating content across the web

Customers earning a reputation within the community

How far along is your company in achieving your online community goals?

	We have made a lot of progress
	We have made some progress
	We would like to make a lot more progress
	We haven’t started

What initiatives have you undertaken to solicit online content or participation from your customers? (Select all that apply)

	We conduct customer polls and surveys
	We have created forums for discussion and feedback
	We allow customers to review products
	We allow customers to comment on content on the site
	We offer RSS feeds and social bookmarking links to allow customers to share content across the web
	We allow customers to earn a reputation based on their activity on our site

How important to you are the following features in a community platform?

1 Not Important	2	3	4	5 Very Important
Message Boards

Blogging

Reviews

Wiki

Chat features

Polls

Surveys

Private messaging

Extended profiles

Self-Tagging

Reputation System

Groups

Voting

Video uploading

Picture uploading

Please describe your agreement with the below statements.

1 Disagree	2 Strongly disagree	3 Somewhat disagree	4 Neutral	5 Somewhat Agree	6 Strongly Agree
Surveying our customers has given us actionable consumer insights.

Soliciting customer feedback has helped us innovate our products or services.

Forums or community have reduced our customer service requests

Customer ratings and reviews have improved our conversion rates.

Social media activities have increased traffic to our site

9	How are you currently measuring success of your online community goals?

How important is it to have quantifiable data that demonstrates the relationship of online communities to specific ROI impact?

	Very important
	Somewhat important
	Important
	Not important

How is your company staffed to manage online community activities?

	We have a large dedicated department
	We have a small dedicated department
	We have one dedicated person
	This falls under the responsibility of a person or department in addition to other duties
	We have no dedicated staff

12	What technology providers are you currently using to support your online community?

How satisfied are you with your providers?

	Very satisfied
	Satisfied
	Somewhat satisfied
	Not satisfied

In 2008, did your company make a significant financial investment in community development?

	Yes, over $1M
	Yes, over $500k
	Yes, over $100k
	Yes, under $100k
	No, we did not make an investment

In 2009, does your company plan to make a financial investment in community development?

	Yes, over $1M
	Yes, over $500k
	Yes, over $100k
	Yes, under $100k
	No, are not planning to make an investment

In what department or budget would online community development spending be most likely to occur? (Rate on scale 1-5)

1 Least likely	2	3	4	5 Most likely
Community

R&D or Innovation

Media

PR

Marketing

Customer Loyalty

This type of initiative would be evaluated opportunistically

Rate the importance of these criteria in your decision making process when evaluating new technology (Rank on scale 1-5)

1 Not Important	2	3	4	5 Very Important
Price

Projected ROI

Feature set

On-going service provided

Reputation of vendor

Flexibility of platform to support customizations

Time frame to launch

Do you have a buy or build approach to new technology, applications, and initiatives?

	Buy
	Build
	Other, please specify

Please rank your strategic initiatives for 2009 according to their importance.

1 Not Important	2	3	4	5 Very Important
Extending features and/or functionality of our core product or service

Extending our products into new categories or regions

Improved integration of online and offline activities

Building an online community for increased consumer insights

Developing a more robust SEO strategy

Extending activities in the social media arena

Please rate these marketing activities in terms of their importance to your business (Scale 1-5)

1 Not Important	2	3	4	5 Very Important
Brand building campaigns – online

Brand building campaigns - offline

Customer acquisition campaigns

SEO activities

SEM activities

Social Media campaigns

PR efforts

21	In which industry do you work?

22	How many total employees in your company (all branches)?

23	What are the annual revenues of your company/organization?

24	Which of the following most accurately describes your primary functional work area?

25	Which of the following most accurately describes your occupational title in your company or organization?

26	Please share any additional comments or suggestions you may have on corporate use of social media and online communities.

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