Booz & Company

Amsterdam, May 2011

Presentation Document

Social Media Survey Report

A Dutch Company Perspective

This document is confidential and is intended solely for the use and information of the client to whom it is addressed.

Introduction

The Social Media Survey aims to provide insights on Dutch companies usage and perception of Social Media
Booz & Company - Social Media Survey

Booz & Company works closely with clients to create and deliver essential advantage As part of the overall strategy, Booz&Co. also creates Social Media strategies to help companies understand the value of Social Media and build required capabilities To get a better insight in the current Social Media landscape in the Netherlands, Booz&Co. conducted the Social Media Survey in Q1, 2011 The survey was sent to targeted contacts in Board, senior- and middle-management in a range of small, medium to large companies The responses give a good insight in the current use and perception of Social Media within Dutch companies Results of the survey are shared to inform and educate companies about the potential of Social Media

Introduction

Dutch companies realize that Social Media offers potential, yet are still struggling to grasp and capture the full benefits
Key Social Media Survey Findings Key Social Media Survey Findings

Respondents believe that Social Media should have aahigher priority on their Boards agenda and Respondents believe that Social Media should have higher priority on their Boards agenda and that the full potential is not yet captured that the full potential is not yet captured Smaller companies are more active in Social Media, especially mid-sized companies are lagging Smaller companies are more active in Social Media, especially mid-sized companies are lagging Perceived benefits of Social Media are primarily in brand awareness and customer engagement, Perceived benefits of Social Media are primarily in brand awareness and customer engagement, and not (yet) on creating leads and driving incremental sales and not (yet) on creating leads and driving incremental sales Current barriers to wider application of Social Media are based on misperceptions and lack of Current barriers to wider application of Social Media are based on misperceptions and lack of understanding understanding Across the board, measurement of the impact of Social platforms is limited Across the board, measurement of the impact of Social platforms is limited Companies do plan to increase investments and allocate more resources to Social Media in the Companies do plan to increase investments and allocate more resources to Social Media in the coming year and develop specific Social Media capabilities coming year and develop specific Social Media capabilities

Our Social Media perspective Survey results Key findings & guidelines

Our perspective

Social Media has evolved from keep in touch to a means to accomplish lifes tasks together
Social Media Spectrum
Meet

Friend Specific Platform Focus 4 General

Platform Purpose

Our perspective

Social Media can not be ignored - the number of monthly unique visitors and time spend is characterized by strong growth
Global Traffic To Social Media Sites (Home & Work) Monthly Unique Visitors
Mln visitors

Time Spent Per Person/Month

Hrs:Min:Sec

314

6:00:25 +64%

+21%
262 214

3:32:49

2:13:24

2008
Source: Nielsen, Booz & Company analysis

2009

2010

2008

2009

2010

Our perspective

As a result, the ten most popular social platforms attract tens of millions of visitors
Top Ten Most Popular Social Platforms
Unique Monthly Visitors (Mln), May 2011

550
96 81

50 42 30 27 12

Source: EbizMBA, Booz & Company analysis

Our perspective

Media usage is shifting, followed by consumer behaviour

Media Mix - Social Networker vs Others
(Hours/Week)

Social Media Impact on Purchase Intent

n = 1,500 consumers

+26%

-18% Non Social Networker Social Networker

Are you more likely to buy since becoming a fan / follower?

51%

67%

+11% 11.0 8.7 11.5 9.4 4.6 5.1

+33% -16% +25% 4.8 3.2 2.7 Magazine 2.0 2.5 Video game

3.6

Are you more likely to recommend since becoming a fan / follower?

60%

79%

Online

TV

Mobile

MP3

1) Estimated spend on social networking sites is based on top ad-supported member community sites as ranked by unique visitors in Aug 2009 Source: Nielsen OnlineComscore; Interact Conference Berlin; Analisim Booz & Company analysis

Our perspective

All value creation opportunities related to Social initiate from building a community first
Opportunities For Value Creation
Social Commerce Marketing/ Advertising
Created a strong community to attract advertisers and reach ~$1Bn in revenue in 2010

Offers local online deals, resulting in $50Mn+ revenues each month

Community
Grows its community through referrals increased their membership base from 15,000 to 150,000 in the first year of operations. Used Communispace to create a community support the launch of their new weight loss drug - the drug made 155Mn in first 6 weeks of launch.

Community Growth

Brand Awareness

Education / Environment Innovation

Used their online community for a light-brigade campaign on local and national level - thousands of people replaced their old light bulbs with energy efficient lighting

Customer Service/ Information

Launched an innovation challenge to improve movie recommendation software - resulting in 10% accuracy improvement and $Mns upside

Uses online communities to provide technical support - MS achieved investment payback in 1st year and ROI of 99%.

Our perspective

Building a community is not as straightforward as it might seem and not all companies are successful
Community Building at Selected Companies # Facebook Fans
Successful in building a community Lady Gaga: 33Mn fans Coca Cola: 23Mn fans Vodafone Zoozoos: 1.5Mn fans Pampers: 606K fans Other examples: Nike: 4Mn fans + 11Mn fans on e.g. Nike Football sites Dell: 505k fans Heineken: 1.3Mn fans Pepsico: 3.6Mn (on Pepsi site) Not (yet) successful or not yet gained critical mass ABN AMRO: 8 fans T-Mobile US: 239k fans Philips: 40k fans Whirlpool: 7k fans Other examples: Mediamarkt: <5k fans Deutsche Bank: <2k fans Shell: 11k fans

Our perspective

To capture the value a successful Social strategy needs to be defined along the value chain, in line with the company vision
Social Strategy Development

Company Vision Value Chain Strategy

Innovation Manufacturing Sourcing Logistics Marketing Sales Customer Service

Social Strategy
Open innovation platform Users produce the product Online market place for freelancers Platform where logistics professionals can connect Social Media marketing campaigns Online Friends store connected to Facebook Peer to peer help through community

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Our perspective

Subsequently, a company can identify its way to play and assess the required capabilities
Way to Play Pure consumption of social Awareness / buzz measure Market / competitive analysis Required Capabilities Social monitoring Data analysis

1. Passive

2. Reactive

Facilitation of social exchange Social platform User reviews / content generation development & mgmt Customer Service Trained CSR resources

3. Proactive

Business model innovation Social campaigning Customer acquisition & retention

Integrated marketing Monetization dynamics UI/UX Experience

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Our perspective

The Customer Journey becomes increasingly important

ILLUSTRATIVE

Customer Journey Example

Research Select/Compare Offers/Prices Select/Compare Product Purchase Delivery Service

Visit shops to compare

Shop purchase

Pick-up at Partner Retailer

Service at POS

Digital Customer Compare online On a computer Call Center Service

Home delivery

Check word-ofmouth on Social Media

On a mobile device

Delivery at closest shop

Web / Social Service

Source: Booz & Company Analysis

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Our perspective

and a successful social play requires a deep understanding of the customer funnel
Customer Funnel
from: Acquisition Activation

Required Capabilities
SEO / SEM / User interface & interaction dynamics Affiliate/campaign marketing Web/app/widget development Web / metric analytics A/B testing

Volume

Referral

Retention

Customer life cycle management Review / social network dynamics Blogs/RSS/newsfeeds Emails/Alerts/In-app messaging Viral growth dynamics Subscription / freemium models Customer qualification Purchase-to-pay optimization After-sales service models Cross- & up-selling to:

Revenue!
Source: Dave McClure, Booz Analysis

Value

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Our Social Media perspective Survey results Key findings & guidelines

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Survey results

Survey includes a balanced mix of seniority and company size

Respondents Profile Breakdown

% of responses by level in the organization (n=92)

Respondents Company Breakdown

% of responses by size of the organization (n=92)

Self-employed Other 5% 1% (Junior) Professional

19%

Dont know Board Level (CEO, CFO etc.) 24% 9% 25% < 25 mln

> 5 bln 27% 6% 25 - 100 mln

18% 9%

Middle Management 33% Senior Management

11% 6% 6%

100 mln - 250 mln

1 bln - 5 bln

500 mln - 1 bln

250 mln- 500 mln

Questions: Source:

Which of the following best describes your level within your organization? What is the current annual gross revenue of your company?
Booz & Company analysis

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Survey results

The Social Media Survey addressed eight key questions

Which Social Media platforms are used for what type of activities Which noticeable benefits of Social Media do employees see in their companies? How is impact of Social Media activities measured? What concerns and barriers to invest exist?

Is Social Media an item on the Board Is Social Media an item on the Board agenda? agenda? Where in the organization is the Where in the organization is the potential of Social Media not yet potential of Social Media not yet captured? captured? How much do companies (plan to) invest How much do companies (plan to) invest in terms of FTE & spend? in terms of FTE & spend? What capabilities do companies plan to What capabilities do companies plan to develop? develop?

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Survey results

1 Current Usage of Social Media

Linkedin is the most widely used social platform, followed by Facebook and Twitter - Hyves is lagging
Current Use of Social Media
% of responses; multiple entries possible per respondent, n=95

75% 57% 57% Company-Owned Platforms 43% 42% Blogs 24% Consumer Review Sites Other None 4% 3% 24% 36%

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Survey results

1 Current Usage of Social Media

Company size significantly influences Social Media usage revealing opportunities for the mid-sized segment
Social Media Usage by Company Size
% of respondents indicating usage, multiple entries possible, n=87 88% 77% 73% 67% 65% 58% 48% 33% 29% 27% 29% 15% 63% 65% 60% 48% 33% 25% 23% 19% 19% 14% 35%

Observations Observations Small companies are most active on Small companies are most active on Linkedin, Twitter and Facebook Linkedin, Twitter and Facebook Large companies are most active on Large companies are most active on YouTube, Company owned platforms, YouTube, Company owned platforms, Blogs and consumer review sites Blogs and consumer review sites
10% 5% 5% 3% 0% 0% Other None

31%

LinkedIn

Twitter Facebook YouTube Company- Blogs1) Owned Platforms1) Less than 25 million 25 to 500 million

Hyves Consumer Review Sites

Medium-sized companies appear less Medium-sized companies appear less active in Social Media, revealing active in Social Media, revealing potential opportunities for this potential opportunities for this segment segment

500 million or more

1) Question: Note: Source:

E.g. company-supported online communities, socially-enabled brand sites Which Social Media platform does your company use? Revenue segments: < 25 million (n=26), 25-500 million (n=21), > 500 million (n=40) Booz & Company analysis

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Survey results

1 Current Usage of Social Media

Usage focuses on community building and not on direct sales LinkedIn clearly stands out with strong recruitment focus
Social Media Usage Related to Business Activity
% of responses; multiple entries possible per respondent, n=92

% of respondents
45% 40% 35% 30% 25% 20% 15% 10% 5% 0%
Build community around product / brand
Question: Source:

Most platforms are used to build a community

LinkedIn shows its strong recruitment focus

Social Media are not widely used to generate sales

Marketing campaigns

Advertising

Recruitment

Capturing insights Webcare / Service

Other

Direct sales

Facebook

Linkedin

Company owned platforms

Twitter

YouTube

For each platform you use, please indicate which activities you use it for Booz & Company analysis

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Survey results

1 Current Usage of Social Media

In many cases, smaller companies are more active across platforms

Key Business Activity by Company Size
% of responses; multiple entries possible per respondent, n=85

Linkedin
51% 42% 38% 35% 30% 30% 26% 35% 49% 46%

Facebook
46%

Twitter

38% 33% 31% 27% 28% 25% 21% 23% 19% 15% 10% 12% 13% 10% 5% 10% 13% 10% 5%

15%

15% 10% 5%

15%

10%

Recruitment Build Capturing Marketing community insights campaigns

Build Marketing Advertising Recruitment community campaigns Less than 25 million 25 to 500 million

Build Marketing Recruitment Capturing community campaigns insights

500 million or more

Question: Source:

For each platform you use, please indicate which activities you use it for Booz & Company analysis

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Survey results

2 Noticeable Benefits of Social Media

Respondents primarily see benefits related to brand awareness and customer engagement, not so much lead generation or sales
Noticeable Benefits from Social Media
% of responses; multiple entries possible per respondent, n= 92

Increased brand awareness / consideration Improved customer engagement (communities, interactivity) Increased referrals (e.g., shares, likes) Better / real-time consumer insights Improved quality of customer support Improved recruiting effectiveness Lower cost (e.g., to advertising, customer service) Better lead generation (more leads or higher quality) Higher sales conversion Dont know We dont see any benefits Other
Question: Source: Which noticeable benefits does your company see from Social Media today? Booz & Company analysis

67% 57% 46% 32% 29% 27% 26% 21% 10% 9% 3% 2%

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Survey results

2 Noticeable Benefits of Social Media

Best practice examples by survey respondents

Selected Best Practice Examples Brand Awareness , Consumer Engagement & Referrals
We have a vibrant consumer 'fan' group that enthusiastically responds to our messages For a new product launch, Social Media was an integral part of the communication strategy Including "gossip" in your messages results in a significant increase in new visitors

We build a platform to improve awareness () and improve first-time-right customer requests

Customer Service

We actively pick up unhappy customers in Social Media and turn them into promoters We provide service through Twitter and get positive exposure when people are pleased it

Our main purpose for using Social Media is to enhance our Google ranking (SEO). We post news items on Twitter, collect pictures of flagship projects and put them on Facebook and blogs

Sales /lead generation

We use the blogs of our customers (webshop owners) to create customer reviews that create many leads and are responsible for around 30% of sales We invest in the VINE review program of Amazon, which definitively generates conversion/sales

Question: Source:

Could you shortly describe an example best practice with regards to Social Media within your company? Booz & Company analysis

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Survey results

3 Measuring Social Media Impact

Companies could more actively measure Social Media impact 23% of companies do not track impact at all
Current Measures to Assess Impact of Social Media Platform(s)
% of responses; multiple entries possible per respondent, n=92

Number of fans, followers & likes Unique visitors, page views, time spent on site Buzz (positive / negative mentions) Product / service reviews, comments, polls We dont measure this Leads generated through Social Media Tweets / re-tweets Dont know Sales generated through Social Media 11% 26% 26% 23% 21% 20% 16%

43% 41%

Observations Observations Basic measures like the number Basic measures like the number of fans or page views are only of fans or page views are only tracked by 40% of companies tracked by 40% of companies Sales generated through Social Sales generated through Social Media are least tracked with only Media are least tracked with only aa11% response rate 11% response rate

Question: Source:

How does your company measure the impact of your Social Media platform / platforms today? Booz & Company analysis

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Survey results

3 Measuring Social Media Impact

Especially mid-sized companies appear least active in measuring Social Media impact
Current Measures to Assess Impact of Social Media Platform(s)
% of responses; multiple entries possible per respondent, n=92 38% 55% 42% 53% 35% 27% 30% 33% 13% Leads generated through social media Tweets / re-tweets 18% Dont know Sales generated through social media 0% Less than 25 million
Question: Note: Source:

Number of fans, followers & likes Unique visitors, page views, time spent on site Buzz (positive / negative mentions) Product / service reviews, comments We dont measure this 5% 15% 24% 12% 14% 19% 15% 19% 19%

29%

Observations Observations Mid-sized companies appear least Mid-sized companies appear least active 33% indicates not to active 33% indicates not to measure any Social Media metrics measure any Social Media metrics Over half of the large & corporate Over half of the large & corporate companies tracks basic metrics companies tracks basic metrics such as number of fans and unique such as number of fans and unique visitors visitors Sales generated through Social Sales generated through Social Media is hardly tracked Media is hardly tracked

23% 27% 25%

20% 19%

13% 500 million or more

25 to 500 million

How does your company measure the impact of your Social Media platform / platforms today? Revenue segments: < 25 million (n=26), 25-500 million (n=21), > 500 million (n=40) Booz & Company analysis

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Survey results

4 Concerns & Barriers to Invest

Responses to Social Media concerns show the existing misperception on where social can add value to a company
The Social Media Misperception - Key Concerns Regarding Social Media
% respondents indicating a medium or high concern, n=95 (NL only)

Our view Labor intensive to execute and support 63% Social Media will actually allow for reaching a large community with limited effort & cost - if a clear strategy is the basis

Hard to measure

57%

Using social monitoring tools and buzz metrics the effects of Social Media are very measurable

Uncertain returns

52%

This is a true concern but the positive aspect of Social Media is that initial investment does not need to be high and risks can be mitigated

Loss of control of brand messages and image

Question. Source:

52%

This is a pessimistic view - Social Media is a great way to positively influence and strengthen brand messages and image building

To what extend does your company have any of the following concerns regarding Social Media? Booz & Company analysis

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Survey results

4 Concerns & Barriers to Invest

Part of these concerns and barriers to invest are rooted in negative experiences with Social Media in the past
Selected Negative Experiences With Social Media
One person added bad comments under many different names

Loss of control (brand, reputation, messages)

A new hire put news on Twitter (..). before that brand was launched in the market Attendants of our seminars are tweeting or sending their photographs of our charts during presentations or are commenting on the content and we have no control on what they publish which caused an unexpected buzz

Labor intensive (& difficult) to execute and support

We struggle to find time to follow blogs comments We have more than 150 Facebook pages ()" We set up a Linkedin group without really knowing how to manage it and how to keep it alive afterwards Many subject matter experts in any social related competence are flooding the market, offering tools and knowledge that almost always is very limited and not meeting any market relevance to our categories Facebook & Hyves keep changing the rules, they are not clear enough and do not offer direct contacts with experts at their side

Question: Source:

Does your company have any negative experiences with Social Media and if so, which? Booz & Company analysis

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Survey results

4 Concerns & Barriers to Invest

The current barriers to invest in Social Media show the relative immaturity of integrating social in day-to-day business
Key Barriers to Invest
% of responses; multiple entries possible per respondent, n= 88

No clear Social Media strategy in place yet No proven monetization models Collaboration across departments is difficult We struggle to keep up with the pace of change The lack of right talent None of these Other The costs are too high 17% 16% 10% 9% 7% 31% 28%

58%

Observations Observations A lack of strategy is perceived A lack of strategy is perceived as the key barrier to invest as the key barrier to invest Unproven monetization models Unproven monetization models as well as organizational as well as organizational collaboration are also collaboration are also considered important barriers considered important barriers Level of required funds is not Level of required funds is not considered an issue considered an issue

Question: Source:

Which of the following does your company see as a barrier to Social Media investment? Booz & Company analysis

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Survey results

5 Social Media Priority / Board Focus

Respondents clearly indicate Social Media should have a much higher priority on the Boards Agenda
Extent to Which Social Media Is/Should Be on The Boards Agenda
% of responses by level in the organization, n=90 (NL only)

Current Priority

Desired Priority
(very) little extent
6%

(very) little extent 33%

40%

(very) great extent 32% some extent 62%

27% some extent

(very) great extent

Question: Source:

To what extent is Social Media on the Boards agenda? To what extent should Social Media be on the Boards agenda? Booz & Company analysis

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Survey results

5 Social Media Priority / Board Focus

Especially (junior) professionals indicate that Social Media is not used to its full potential
Extent to Which Companies Are Using The Full Potential of Social Media
% of responses by level in the organization, n=80 (NL only)

38% (very) little extent 41% 56% 47% some extent 35% 38% 15% (very) great extent 6% 24%

Board/Senior Management Middle Management Junior (Professional)

Question: Note Source:

To what extent would you say your company is using the full potential of Social Media Number of participants is as follows: Board (n=18), Sr. Management (n=29), Middle Management (n =17), (Junior) Professional (n=16) - excluding blanks Booz & Company analysis

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Survey results

6 Social Media Potential

The survey shows that companies have not yet captured the full potential of social
Current Use vs. Potential Use of Social Media
% of responses; multiple entries possible per respondent, n=95 72% 66% 64% 63% 59% 51% 57% 61% 62% 57%

49%

48%

Untapped potential
35% 34% 31% 29% Potential use of social media 20% 15% 9% 9% 11% 7% 3% 6% 3% 7% 2% Finance Current use of social media

PR

Advertising Promotions

HR

Sales

Customer Customer Sourcing R&D / Innovation / Research Service Product Development

IT

Other ManufacturingLogistics

Questions:. Source:

In which parts of the organization does your company use Social Media today ? In which parts of the organization (including the parts where your company uses Social Media at this moment) should your company use Social Media; where do you see potential? Booz & Company analysis

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Survey results

6 Social Media Potential

especially the mid-sized companies could do better

Current Use vs. Potential Use of Social Media
% of responses; multiple entries possible per respondent, n=95

Company < 25 mln revenues Size:

25 - 500 mln revenues

88% 77%

> 500 mln revenues

83% 78% 73% 65% 78%

71% 65% 58% 58% 58% 54% 54% 67% 62% 50% 46% 42% 38% 38% 35% 55% 45% 40% 35% 57% 57% 48% 48% 43% 62%

73% 64% 64%

75%

Untapped potential
51% 49% 49% 41% 38%

Untapped potential
20% 15% 15% 10%

15%

Promotions PR

Sales Advertising Customer Research

HR

R&D / Customer Innovation Service

PR Promotions Advertising HR Customer Sales Customer R&D / Service Research Innovation

PR Advertising HR Promotions R&D / Customer Sales Customer Innovation Service Research

Potential use of social media

Questions:. Source:

Current use of social media

In which parts of the organization does your company use Social Media today ? In which parts of the organization (including the parts where your company uses Social Media at this moment) should your company use Social Media; where do you see potential? Booz & Company analysis

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Survey results

7 Planned Investments in Social Media

Dutch companies do plan to increase annual expenditure on Social Media

Social Media Investments, Now vs. Planned
spend, split by company size, n=55

+12% 266K 237K

+59% 94K +24% 22K Company Size 27K 59K

Less than 25 million

25 to 500 million
Current spend Spend in 2012

500 million or more

Questions: Note 1: Note 2: Source:

Whats your companys annual expenditure on Social Media? Whats your companys expected annual expenditure on Social Media in 2012? Revenue segments: < 25 million (n=24), 25-500 million (n=14), > 500 million (n=17). A relatively high number of respondents indicated unknown. Spend levels are a weighted average using the midpoint of the indicated spend brackets (e.g. 100-250K is calculated as 175K. The > 250K spend bracket is averaged at 300K Booz & Company analysis

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Survey results

7 Planned Investments in Social Media

and significantly increase Social Media related FTEs in the next year
Social Media FTE, Now vs. Planned
Weighted average split by company revenues, n=67

+196%
8.1

+61% 3.8 FTE +109%

2.4 2.7

1.7 FTE
0.8

Less than 25 million

25 to 500 million

500 million or more

Questions: Note: Source:

How many dedicated human resources (Full-Time Equivalent) for Social Media does your company currently have? How many does your company expect to have in 2012? Revenue segments: < 25 million (n=24), 25-500 million (n=18), > 500 million (n=25) . A relatively high number of respondents indicated unknown Booz & Company analysis

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Survey results

8 Future Social Media Capabilities

In the near future, the majority of respondents plan to develop Social Media capabilities related to strategy, funding and content
Social Media Capabilities to Build Next Year
% of responses, n=82 Develop & prioritize an overarching social media strategy Prioritize & fund new social media activities Produce and approve content for platforms Attract right talent through social media Manage customer service through social media Structurally interact through social media platforms Structurally capture customer insights thr. social media Learn from industry best practices across the value chain Create, run and evaluate campaigns through social media Structurally evaluate social media efforts 59% 57% 53% 46% 45% 44% 42% 37% 37% 37% 6% 18% 17% 18% 22% 23% 22%
26%

14%

11%

16% 18% 13% 20% 13% 19% 19% 17%

15% 10% 19%

16% 26% 18% 17% 23% 19% 14%

Top 3 Planned Capabilities

Yes, by building ourselves

22% 31%

Yes, by partnering Dont know No 100%

Question. Source:

Does your company wish to develop any of the following capabilities in the coming 12 months and if so, how? Booz & Company analysis

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Our Social Media perspective Survey results Key findings & guidelines

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Key findings

Companies should quickly educate themselves on the power of social

Key Social Media Survey Findings Key Social Media Survey Findings

Respondents believe that Social Media should have aahigher priority on their Boards agenda and Respondents believe that Social Media should have higher priority on their Boards agenda and that the full potential is not yet captured that the full potential is not yet captured Smaller companies are more active in Social Media, especially mid-sized companies are lagging Smaller companies are more active in Social Media, especially mid-sized companies are lagging Perceived benefits of Social Media are primarily in brand awareness and customer engagement, Perceived benefits of Social Media are primarily in brand awareness and customer engagement, and not (yet) on creating leads and driving incremental sales and not (yet) on creating leads and driving incremental sales Current barriers to wider application of Social Media are based on misperceptions and lack of Current barriers to wider application of Social Media are based on misperceptions and lack of understanding understanding Across the board, measurement of the impact of Social platforms is limited Across the board, measurement of the impact of Social platforms is limited Companies do plan to increase investments and allocate more resources to Social Media in the Companies do plan to increase investments and allocate more resources to Social Media in the coming year and develop specific Social Media capabilities coming year and develop specific Social Media capabilities

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Guidelines

In doing so, the following guiding principles are helpful

Social Media Guiding Principles Social Media Guiding Principles

Do not act out of fear of missing out, but create aaclear, integrated social strategy that supports Do not act out of fear of missing out, but create clear, integrated social strategy that supports your overall business objectives your overall business objectives Identify where social could add value along your companies value chain, and develop value adding Identify where social could add value along your companies value chain, and develop value adding social ways to play aligned to your business model social ways to play aligned to your business model Assess required versus your current capabilities and decide on aabuild or buy strategy Assess required versus your current capabilities and decide on build or buy strategy Start social tracking, monitoring and analysis since they provide affordable, powerful insights Start social tracking, monitoring and analysis since they provide affordable, powerful insights Do not be afraid of the power shift to the community, but embrace ititand turn ititinto your advantage Do not be afraid of the power shift to the community, but embrace and turn into your advantage Understand, engage with and learn from your customer base in order to support your competitive Understand, engage with and learn from your customer base in order to support your competitive advantage advantage

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In summary, make sure to use your Social Checklist

Set My Ambition fine My Social Strategy De

Identify My Capability Gaps Close Capability Gaps

Execute & Win!

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Feel free to contact us

Coen de Vuijst Partner coen.devuijst@booz.com

Tamara Obradov Associate tamara.obradov@booz.com

Robbert Huisman Associate robbert.huisman@booz.com

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