Beruflich Dokumente
Kultur Dokumente
• 91% of the companies say that using social networks provide a competitive
advantage
• 53% of respondent say they generate sales opportunities through social
media
In 2015, 74% of respondents said they use social networks to promote the
company and plan to continue using them. 21% said that social networks are
part of their corporate communication strategy, a 2% growth compared to
2014, according to the EY Romania study, “Social media and the Romanian
business environment 2015”, released today.
The study, now in the third annual edition, analyzes the responses of 270
representatives of companies from various industries in Romania on how they
deal with marketing through social networks and the impact that this type of
marketing currently has in their work.
More and more respondents (up from 64% in 2014 to 75% in 2015) say they
manage their own campaigns on social networks and fewer say they
outsource this activity (down from 14% in 2014 to 6% in 2015). However, 46%
of companies say that they outsource the design and development activity,
23% outsource the content creation, and by 16% outsource the market
research and public relations (PR ). The strategy is outsourced only by 10% of
companies, while updating statuses is kept in house by 90% of companies.
Increasing awareness and exposure to the market remain the most important
benefits of using social networks; 53% of respondents talk about generating
sales opportunities and 37% of respondents say that social media use
produced an actual increase in revenue (+3% compared to 2014). Even if
there is a decrease compared to last year, almost half of the respondents use
social media to increase customer loyalty.
Using social networks for recruitment is remains stubbornly high, the top being
led by the banking and financial industry, with 56% of respondents. Financial
and banking institutions signal that they use social networks for employer
branding (56%). On the other hand, 75% of companied in tourism and 70% of
companies in retail & wholesale use social media to increase customer loyalty.
„Social media changes the consumer’s relationship with the product and
supplier. Nowadays the consumer claims the role of a partner in generating
products/services models due to the experience they had if he/she cares
about brand. Most easily accessible environment for consumer input, social
media becomes an incubator of ideas for product development function of the
companies. Beyond idea co-generation social media can also convert
marketing activities into sales. The conversion rates of marketing and the
relevance of sale vary by industry, but always strengthens the company’s soft
power”, says Constantin Măgdălina, Knowledge Management Senior, EY
Romania.
Although 17% of companies say they do not ask followers on social networks
regarding their requirements for the products and services offered (+3%
compared to the previous year), 33% say they involve their followers and act
upon their feedback. The majority of the respondents intend to consider the
opinion of customers on social networks in the future, thus confirming the
trend whereby companies wish to normalize their relationship with social
consumers who form their buying decisions in the online environment.
25% of respondents (+7% compared to 2014) use listening tools for social
networks and react to the consumers’ opinions. 40% of respondents say they
have not yet used listening tools, but they plan to use in the next period. In this
regard the investments will come in particular from IT&C industry (55% of
respondents), retail (50%), advertising/media (43%) and pharmaceutical
industry (42%).
52% of respondents invested less than EUR 1000 in promotion through social
networks in the past year, 10% invested between EUR 1000 and EUR 3000,
while 23% invested more than EUR 3000. A significant percentage (15%) of
respondents say they do not know whether their companies invested in
promoting their company through social media in the past year which suggests
that the promotion through social networking is not always a strategy across
the organization, and budgets are distributed across multiple departments.
****
About the study
The study Social media and the Romanian business environment, conducted
by EY Romania is based on a questionnaire applied between 3 –20 November
2015. The report analyzes the responses of the 270 respondents from the
local business environment. The report used for global comparative data is the
“2015 Social Media Marketing Industry Report –How Marketers Are Using
Social Media to Grow Their Businesses”. Edition 2015 of the study analyzes
the responses of representatives of companies from various industries in
Romania on how they approach marketing through social networks and the
impact this type of marketing currently has upon their work.
About EY Romania
EY is one of the world's leading professional services firms with approximately
cu 212.000 employees in 700 offices across 150 countries, and revenues of
approximately $28,7 billion in the fiscal year that ended on June 30, 2014. Our
network is the most integrated at global level and its vast resources allow us to
help our clients benefit from every opportunity. In Romania, EY has been a
leader on the professional services market since its set up in 1992. Our over
650 employees in Romania and Moldova provide seamless assurance, tax,
transactions, and advisory services to clients ranging from multinationals to
local companies. Our offices are based in Bucharest, Cluj-Napoca, Timisoara,
Iasi and Chisinau. EY Romania is the most attractive employer in consultancy
in the country, and the most sought after employer out of the Big4, according
to studies conducted by Catalyst and Trendence 2015. For more information,
please visit www.ey.com.
https://www.amcham.ro/news-from-members/74-of-the-companies-from-romania-use-social-networks-
for-promotion-sales-or-recruitment
https://www.amcham.ro//download?file=mediaPool/EY_Social%20media%20impact_Jan16_02011009.p
df