Corporate Use & Adoption of Social Media

1

How important is building an online customer community for your organization?
Extremely important
Important
Somewhat important
Not important
2

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
3

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
4

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
5

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
6

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
7

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
8

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?
10

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
11

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?
13

How satisfied are you with your providers?
Very satisfied
Satisfied
Somewhat satisfied
Not satisfied
14

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
15

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
16

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
17

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
18

Do you have a buy or build approach to new technology, applications, and initiatives?
Buy
Build
Other, please specify
19
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
20
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.
27

Would you like to receive a report with key findings?
Please provide email address:

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