EY_TotalSoft_Impactul social media_28Oct14_EN

Social media and the Romanian
business environment
The impact of marketing through social
networks (social media) on the local
28 October 2014

Pagina 2
“Social media and the Romanian business environment”
study
The study analyzes the responses of 209 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 on their work.
Top 5
findings
In 2014 only 58% of respondents say they use social networks to promote their company and plan to use them
further (down from 78% in 2013), while 28% of them say they do not use, but plan to use social media in the
next period (percentage rising from 22% in 2013).
The "star“ platform this year in Romania remains Facebook with 93% of responses (94% globally),
followed by LinkedIn with 61% (71% globally) and Google+ with 31% (54% globally). New entrants in
the ranking for Romania are Pinterest 8% (47% globally) and Instagram 7% (28% globally).
Communication through social media occupies 1-5 hours weekly for the majority of respondents, but
there are good news regarding levels of 6-10 hours and 11-20 hours, which have increased by 3
percent each in 2013 compared to 2014 (from 17% to 20 % and from 13% to 16% respectively).
However, higher levels (21-40 hours) decline in average by 2%.
The general trend regarding the areas where social networks are used by companies in Romania
remains the same, predominantly used in marketing and communication. Increases of 3-5% can be
seen in recruitment, customer service and research of customers’ needs. In comparison to 2013, there
are declines of social media use in networking (-2%) and competitive analysis (-6%).
The study is based on a survey undertaken between 23 September – 15 October 2014. The report analyzes the
responses of 209 respondents from the local business environment. The study used for global comparative data is “2014
Social Media Marketing Industry Report – How Marketers Are Using Social Media to Grow Their Businesses".
If in 2013 the top three benefits of using social media were: increasing market exposure (83%); raising brand
awareness (79%) and customer loyalty (52%), in 2014 the new top 3 are: raising brand awareness (80%);
increasing market exposure (63%) and generating sales opportunities (54%).
1
2
3
4
5

Pagina 3
The platforms used for social
media marketing in the Romanian
Section 1

Pagina 4
Q1 Do you use social networks to promote your company?
(single answer)
Responses: 209
Skipped this question: 0
In 2014 only 58% of respondents say they use social networks to promote the company and intend to continue using them (down
from 78% in 2013), while 28% of them say they do not use, but plan to use social networks in the next period (increase in
percentage from 22% in 2013). Since this year's study proposes an extended scale of response options, there is also shown that
that 13% of respondents do not use social networks to promote their company, nor intend to do so.
22%
78%
2013
No, but I plan to use
them in next period
Yes and I plan to use
them further
58%
1%
28%
13%
2014
Yes and I plan to use
them further
Yes but I will not use
them anymore in
next period
No, but I plan to use
them in next period
No and I do not
intend to use them

Pagina 5
Q2 If you do use social media, which of the following platforms?
(multiple answer)
Responses:123
The "star“ platform this year in Romania remains Facebook with 93% of responses, declining only with two percent compared to
the previous year. Globally, Facebook leads in the ranking of the most used platforms by 94%. In Romania, a significant increase
of 21% was also recorded for LinkedIn, which globally is in 3rd position with 71%, ahead of Twitter ranked 2nd by 81%. Locally
there is also an increase, although of only 5%, recorded by Google+, which has a global share of 54%. New entrants in the ranking
for Romania are Pinterest 8% (47% globally) and Instagram 7% (28% globally).
2%
0%
0%
7%
0%
29%
43%
26%
40%
95%
4%
7%
7%
7%
8%
27%
29%
31%
61%
93%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Altele
Yahoo Messenger
Instagram
Skype
Pinterest
Twitter
Youtube
Google+
LinkedIn
Facebook
2014
2013
Others

Pagina 6
The strategy, timing and frequency
of use of social networks in the
Romanian business environment
Section 2

Pagina 7
Q3
Does your organization have a strategy regarding social
networks? (single answer)
Responses: 123
If 46% of respondents say they have a strategy regarding social networks within the marketing team and 19% even
have it integrated across the whole company, only 7% have a social media strategy within the commercial team. On the
other hand, 27% of participants in the 2014 edition of the study acknowledge that they do not yet have a strategy on
social networks.
2014
1%
7%
19%
27%
46%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Others
Yes, we have a strategy across the commercial team
Yes, we have a strategy across the company
We do not yet have a strategy regarding the social
networks
Yes, we have a strategy across the marketing team

Pagina 8
Q4
For how long have you been using social networks in your
company? (single answer)
Responses: 123
Most Romanian companies (31%) have been using social media for promotion on average for 1-2 years, followed by
24% of respondent companies who say they have been using social media for the last 2-3 years. No less than 16%
though, is the percentage of companies that have been using social media within the marketing mix under one year. At
the other end of the ranking scale are 14% of companies that say they have been using social media for more than 4
years.
2014
16%
31%
24%
15%
7%
7%
0% 5% 10% 15% 20% 25% 30% 35%
Less than 1 year
1-2 years
2-3 years
3-4 years
4-5 years
Over 5 years

Pagina 9
Q5
The weekly amount of time you assign for promoting your company within
social networks is: (single answer)
Responses: 123
Communication through social media occupies 1-5 hours weekly for the majority of respondents, but there are good
news regarding levels of 6-10 hours and 11-20 hours, which increased by 3 percent each (from 17% to 20 % and
respectively from 13% to 16%). However, higher levels decline in average with 2%. Globally, 40% of companies
communicate via social networks on average 1-5 hours per week, 27% between 6-10 hours per week, while 20%
communicate through social media between 11-20 hours a week.
54%
17%
13%
9%
4%
4%
54%
20%
16%
5%
2%
3%
0% 10% 20% 30% 40% 50% 60%
1-5 hours
6-10 hours
11-20 hours
21-30 hours
31-40 hours
Over 40 hours
2014
2013

Pagina 10
Q6 How often do you post information on social networks?
(single answer)
Responses: 123
Frequency of use of social networks has decreased significantly. In 2014 only 41% of respondents say they use social media
daily, 8% less than in 2013. However, the percentages grow for those using social media every 2-3 days ,from 15% in 2013
to 23% in 2014. The frequency of use of communication through social media weekly also increases from 21% to 22%. The
resistance area of those who use social media once every few months remains at 9%.
49%
15%
21%
6%
9%
41%
23%
22%
5%
9%
0% 10% 20% 30% 40% 50% 60%
Daily
Once in 2-3 days
Weekly
Monthly
Once every few months
2014
2013

Pagina 11
Q7
Will your company change the way or frequency of use of social
networks in the near future? (single answer)
Responses: 123
Asked if they will change the way or frequency of use of social networks in the near future, 72% of respondents
say their use of social media will increase, and 27% say their use social media will remain the same. A small
percentage of 1% say the use of social networks will be reduced for their companies.
2014
1%
27%
72%
The use will decrease
The use will maintain
The use will increase
0% 10% 20% 30% 40% 50% 60% 70% 80%

Pagina 12
Managing campaigns and activities
through social networks
Section 3

Pagina 13
Q8
Which department in your company is in charge with social
networks?(single answer)
Responses: 123
For this aspect we also decided to provide more response options in the new edition of the study, to increase the accuracy of the
analysis. Thus, we find that a specially dedicated department is dealing with social media in 51% of respondent companies.
However, a significant percentage of 23% say that they do not have a department within the company that handles communication
through social networks. There are companies in which this activity belongs to the HR department (6%) or IT (4%), but the most
important aspect is that only 8% of companies have a specially dedicated department for communication through social media.
2013 2014
5%
95%
0% 20% 40% 60% 80% 100%
Others
Marketing department
8%
4%
6%
8%
23%
51%
0% 10% 20% 30% 40% 50% 60%
Other
IT department
HR department
Marketing department
We do not have a department
that is in charge with social
networks
A specially dedicated
department for communication
through social networks

Pagina 14
Q9
Do you manage the campaigns on social networks by yourself or
externalize them (specialized agency)? (single answer)
Responses: 123
To find in depth responses, we also decided to change the scale of answers for this question in 2014. Thus, we added
to last year’s list the response option: "we manage campaigns through internal resources in collaboration with external
services". Therefore, the distribution of responses continues to show that most respondents (64%) say they manage
their own campaigns on social networks.
59%
41%
0% 10% 20% 30% 40% 50% 60% 70%
We manage the campaigns
We use external services
2013 2014
14%
22%
64%
0% 10% 20% 30% 40% 50% 60% 70%
We use external services
We manage them through
internal resources in
colaboration with external
services
We manage the campaigns

Pagina 15
Q10
What kind of activities performed on social media do you
externalize? (multiple answer)
Responses: 44
Regarding the activities on social networks 70% of companies say they outsource design and development, 57%
outsource the content creation and 30% each outsource managing social media community, the market research and
public relations. The strategy is outsourced only by 18% of companies, while updating statuses is kept in house by no
less than 85% of companies.
2014
15%
18%
30%
30%
30%
57%
70%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Updating statuses
Strategy
Public relations (PR)
Market research
Managing the community through social networks
Creating content
Design and development

Pagina 16
Q11
Can your company measure the size of return on investment in social
media activities?(single answer)
Responses: 123
Although the majority of respondents (52%) are undecided about measuring the size of return on investment in social
media activities, we can see that 34% of respondents agree and totally agree that this is possible. Only 14% responded
that they disagree or totally disagree regarding the company’s possibility to measure the size of return on investment in
activities on social networks.
2014
12%
2%
52%
28%
6%
0% 10% 20% 30% 40% 50% 60%
Disagree
Totally disagree
Undecided
Agree
Totally agree

Pagina 17
The interaction with followers on
social networks
Section 4

Pagina 18
Q12.1 What kind of content do you offer to folllowers? (multiple answer)
Relative to the type of content offered to followers, on the top 3 positions are: information about the company's products
and services (77%), (69%) information about the company – company history, testimonials from current clients, events -
and information about the campaigns, promotions, direct or indirect sales (62%).
Responses: 123
2014
4%
21%
35%
43%
62%
69%
77%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Others
Content that is not related to the company
Job offers
Answer the questions, suggestions and complaints
Information about the campaigns, promotions and direct
or indirect sales
Information about the company: company history,
testimonials of current clients, events
Information about the company products and services

Pagina 19
Q12.2 What kind of content do you offer to folllowers? (multiple answers)
Regardless of the industry, the social environment is used for transmitting information about the company, customers or
events. Apart from tourism (67%), answers to questions, suggestions or complaints are mainly used in finance and
banking (52% of respondents), retail/distribution (43%) and food and beverages (39%). Content that is not related to the
company is transmitted mainly by tourism and media/advertising companies (33% of respondents).
Sorted by the field of activity of surveyed companies
67%
38%
48%
33%
46%
50%
13%
57%
6%
37%
52%
67%
13%
36%
13%
38%
17%
6%
19%
12%
11%
32%
17%
67%
25%
18%
13%
15%
39%
6%
43%
26%
52%
33%
100%
38%
55%
33%
38%
67%
19%
71%
6%
37%
60%
50%
100%
25%
30%
27%
38%
39%
19%
67%
32%
56%
67%
33%
13%
15%
10%
8%
22%
6%
10%
11%
16%
33%
Turism
Public administration
Professional services
Industry / Production
Telecommunications / IT&C
Food Industry / Agriculture
Construction / Real Estate
Retail and / or wholesale
Energy / Utilities and Mining
Pharmaceutical Industry / Healthcare
Finance and banking
Advertising / Media Information about the
company: company history,
testimonials of current clients,
events
Job offers
Answer the questions,
suggestions and complaints
Information about the
company products and
services
Information about the
campaigns and direct or
indirect sales
Content that is not related to
the company

Pagina 20
Q13
Do you ask followers on social networks about what they expect from
your products/services? (single answer)
Although 14% of surveyed companies say they do not ask social media followers about their requirements for the
products and services offered, 35% responded that they involve followers and act according to the feedback obtained,
while the 49% that do not involve but plans to do so in the next period express an opening to the value of feedback
coming from social media followers.
Responses: 123
2014
49%
14%
35%
2%
0% 10% 20% 30% 40% 50% 60%
No, but we plan to involve them in the next period
No, we do not consider it a suitable environment for
obtaining this information
Yes, we involve the followers and act in accordance with
their feedback
Yes, we involve the followers but we do not act in
accordance with their feedback

Pagina 21
Q14
Do you use communication through social networks to interact with your
employees? (tools such as portals, forums, blogs, etc) (single answer)
When asked if they use communication through social networks to interact with employees, 19% of respondents say
they use this tool, but have no precise policy in this regard, while 15% of them say they use social media as part of the
internal communication strategy. On the other hand, 35% of respondents say they do not consider the use of such tools
for this purpose, but the 31% who say they do not use social networks at the moment, plan to use them in the future.
Responses: 209
2014
31%
35%
15%
19%
0% 5% 10% 15% 20% 25% 30% 35% 40%
We do not use at this time, but we plan to use them
in the next period
We do not consider to be the case for using such
tools
Yes, we use social networks as part of the internal
communication strategy
Yes, we use social networks but we have not
established a precise policy

Pagina 22
Q15
Do you think that companies who use social networks have a competitive advantage in
comparison to the companies who don’t? (single answer)
The results of the 2014 edition show a decrease, from 43% to 29% compared to 2013, of those who totally agree with
the statement that the use of social media by companies to interact with customers gives them a competitive advantage
than those who do not do this. An increase of 5% is recorded for those who agree with this statement in 2014 compared
to those who had the same opinion in 2013.
Responses: 209
0%
4%
13%
40%
43%
1%
5%
20%
45%
29%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Totally disagree
Disagree
Undecided
Agree
Totally agree
2014
2013

Pagina 23
Q16 Do you think marketing within social networks is effective? (single
answer)
In 2014, 70% of companies in Romania totally agree and agree on the effectiveness of marketing in social networks,
down from 83% having this opinion in 2013. Moreover, the share of those undecided increases from 17% in 2013 to
24% in 2014, and also the percentage of those who disagree, from 0% in 2013 to 6% in 2014.
Responses: 209
0%
0%
17%
50%
33%
1%
5%
24%
52%
18%
0% 10% 20% 30% 40% 50% 60%
Totally disagree
Disagree
Undecided
Agree
Totally agree
2014
2013

Pagina 24
Areas where social networks are
used in the Romanian business
environment, allocated budgets
and benefits obtained by
companies
Section 5

Pagina 25
Q17.1
For which of the following areas do you use social networks
within the company you work for? (multiple answer)
Responses: 123
The general trend regarding the areas where social networks are used by companies in Romania remains the same,
predominantly used in marketing and communication. Increases of 3-5% can be seen in recruitment, customer service and
research of needs. There are declines of social media use in networking (-2%) and competitive analysis (-6%).
87%
21%
15%
33%
31%
74%
45%
37%
89%
15%
20%
37%
34%
74%
46%
35%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Communication
Competitive analysis
Research
Customer service
Recruitment
Marketing
Sales
Networking
2014
2013

Pagina 26
Q17.2
Responses: 123
Although communication is the main area of use of social networks regardless of industry, the objective of selling through
social media appears especially in the companies in the tourism industry (100% of respondents), financial and banking
institutions (48% of respondents) and IT&C (46% of respondents). Over half of respondents in IT&C signal using social media
for recruitment, emphasizing the use of all possible channels to attract highly qualified resources.
Sorted by the field of activity of surveyed companies
67%
38%
64%
43%
69%
61%
19%
76%
18%
42%
60%
83%
13%
12%
7%
15%
14%
5%
20%
17%
67%
13%
9%
7%
23%
11%
6%
10%
6%
5%
20%
17%
67%
13%
24%
13%
23%
17%
48%
11%
44%
17%
13%
33%
13%
54%
28%
14%
12%
5%
32%
67%
13%
48%
30%
62%
56%
25%
62%
32%
68%
83%
100%
13%
30%
13%
46%
28%
19%
33%
16%
48%
33%
13%
30%
10%
38%
11%
19%
29%
6%
5%
28%
67%
Turism
Pharmaceutical Industry /…
Finance and banking
Advertising / Media Communication
Competitive
analysis
Research
Customer service
Recruitment
Marketing
Sales
Networking

Pagina 27
Q17.3
Responses: 123
In large companies, of over 1000 employees, the use of social media for customer service is more present (37% of
respondents) than in small companies (18% of respondents). Medium-sized companies that have between 100-500
employees, has the highest percentage of using social media for recruitment (27% of respondents).
51%
57%
48%
45%
61%
6%
18%
5%
5%
16%
13%
18%
7%
16%
18%
29%
18%
5%
37%
13%
21%
27%
20%
26%
43%
54%
39%
45%
42%
24%
29%
20%
20%
42%
22%
18%
20%
20%
21%
<50 employees
51-100 employees
101-500 employees
501-1000 employees
>1000 employees
Communication
Competitive analysis
Research
Customer service
Recruitment
Marketing
Sales
Networking
Sorted by the number of employees of the responded companies

Pagina 28
Q18.1 What benefits does the use of social networks bring you?
(multiple answer)
Responses: 123
Increasing brand awareness and market exposure remains the most important benefits of using social networks; 54% of
respondents talk about generating sales opportunities, a significant increase compared to 2013. In contrast, only 34% of
respondents said that using social media produced an effective increase in sales, a decrease compared to 2013. A steady
percent compared to last year, more than half of the respondents mentioned increasing customer loyalty by using social
networks.
2013 2014
3%
21%
22%
22%
25%
34%
40%
51%
54%
63%
80%
0% 20% 40% 60% 80% 100%
Others
Improving the communication
with the employees
Availability of market insights
Developing business
partnerships
Reduced costs regarding
marketing
Increased sales
Improving the image and
reputation of the employer
Customers loyalty
Generating sales opportunities
Increased market exposure
Increased brand awareness
13%
19%
19%
37%
46%
52%
52%
79%
83%
0% 20% 40% 60% 80% 100%
Developing business
partnerships
Availability of market insights
Generating opportunities
regarding the entrance into…
Reduced costs regarding
marketing
Increased sales
Increased customer traffic
Customers loyalty
Increased brand awareness
Increased market exposure

Pagina 29
(multiple answer)
Responses: 123
The top three industries that indicate increasing sales through social networks are tourism (67%), finance and banking
institutions (36%) and IT&C (31% of respondents). Respondents in the tourism industry indicate increasing customer loyalty
and brand awareness, benefits that are reported mainly also by companies in media/advertising or finance and banking
institutions, retail/distribution, food industry, agriculture and professional services. 46% of respondents in IT&C appreciate
the positive impact of social media in improving their reputation of a good employer.
Sorted by the sector of activity of the responded company
67%
18%
20%
31%
22%
13%
29%
11%
36%
17%
67%
39%
23%
31%
39%
25%
48%
21%
48%
67%
100%
27%
20%
38%
44%
38%
6%
26%
56%
67%
21%
10%
23%
19%
14%
6%
11%
20%
100%
38%
58%
30%
54%
56%
25%
67%
12%
32%
68%
67%
25%
27%
7%
15%
6%
19%
24%
17%
13%
21%
13%
23%
11%
29%
5%
28%
33%
13%
52%
30%
62%
50%
19%
48%
6%
26%
44%
50%
25%
12%
7%
23%
17%
24%
12%
16%
17%
33%
13%
27%
13%
46%
33%
6%
24%
12%
11%
36%
50%
Turism
Pharmaceutical Industry /…
Finance and banking
Advertising / Media
Increased sales
Generating sales
opportunities
Customers loyalty
Availability of market
insights
Increased brand
awareness
Developing business
partnerships
Reduced costs
regarding the
marketing
Increased market
exposure
Improving the
communication with
the employees
Improving the image
and reputation of the
employer

Pagina 30
(multiple answer)
Responses: 123
Social networks are perceived by small and medium companies as an alternative medium, affordable, for increasing brand
awareness and market exposure. Large companies appreciate the impact on sales growth, indicating that social networks
are more efficient than other traditional marketing channels. Companies with a turnover of over 50 million EUR use social
networks to improve communication with employees, benefit reported by nearly a third of respondents, compared to only 4%
of the companies with turnover of less than 1 million EUR.
Sorted by respondent companies turnover
16%
22%
26%
13%
24%
30%
32%
37%
31%
31%
22%
28%
40%
31%
41%
14%
3%
17%
13%
24%
41%
53%
60%
31%
41%
13%
12%
14%
13%
14%
7%
20%
17%
25%
14%
32%
40%
49%
25%
38%
4%
13%
6%
31%
28%
12%
23%
29%
38%
38%
< € 1 milion
€ 1-10 milion
€ 10-50 milion
€ 50-100 milion
> € 100 milion
Increased sales Generating sales opportunities
Customers loyalty Availability of market insights
Increased brand awareness Developing business partnerships
Reduced costs regarding the marketing Increased market exposure
Improving the communication with the employees Improving the image and reputation of the employer
strategy

Pagina 31
Q19.1
What stage of the sales process do you consider to influence
through social networks? (multiple answer)
Responses: 123
Using social media networks can influence important steps in the sales process. Thus, 61% of companies say they influence
the prospecting and identification of sales opportunities, 38% say they influence the offer through discussions and
demonstrations about products or services offered online, and 37% say they notice the after sales influence, especially due
to regular informing and usefulness in handling complaints. In contrast, 14% of companies say they do not use social
networks in the sales process.
2014
14%
20%
30%
35%
37%
38%
61%
0% 10% 20% 30% 40% 50% 60% 70%
We do not use social media in the sales process
Sale: order taking and discussion based on it
Qualifying potential customers and providing information about
the company or products
Prequalification of potential customers: gathering information
about them
Post-sale: regular briefings, handling complaints
Offering: discussions about products or services offered, online
demonstrations
Prospecting: identifying sales opportunities

Pagina 32
Q19.2
What stage of the sales process do you consider to influence
through social networks? (multiple answer)
Responses: 123
Collection of information through social networks is made especially in the tourism industry (67% of respondents),
retail/distribution (43%) and professional services (36%). Online offering is entirely absent from the responses of energy
companies, utilities and mining. Selling through the online environment is absent in public administration. Industries that use
social media for sale purposes are: tourism (100% of respondents), finance and banking institutions (24%) and IT&C (23%).
100%
25%
45%
17%
46%
17%
31%
52%
6%
21%
68%
50%
67%
25%
36%
3%
23%
11%
19%
43%
5%
32%
67%
13%
24%
10%
8%
17%
19%
33%
12%
16%
16%
33%
38%
24%
20%
15%
22%
13%
38%
16%
36%
17%
100%
15%
7%
23%
6%
13%
10%
24%
17%
33%
38%
18%
17%
23%
33%
13%
19%
6%
11%
40%
50%
9%
13%
8%
22%
10%
6%
5%
17%
Turism
Pharmaceutical Industry /
Healthcare
Finance and banking
Advertising / Media Prospecting: identifying sales
opportunities
Prequalification of potential
customers: gathering information
about them
Qualifying potential customers and
providing information about the
company or products
Offering: discussions about
products or services offered, online
demonstrations
Sale: order taking and discussion
based on it
Post-sale: regular briefings,
handling complaints
We do not use social media in the
sales process

Pagina 33
Q20.1
What is the budget you invested in the promotion through social
networks in the past year?(single answer)
Responses: 123
42% of companies in Romania have invested under EUR 1000 in the promotion through social networks in the past
year, 15% have invested between EUR 1000 and 3000 for the same approach, while 23% have invested more than
EUR 3000 in social media promotion. A significant percentage (20%) of respondents said they do not know how much
their companies have invested in promoting their businesses through social media in the last year.
2014
20%
42%
15%
8%
7%
8%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
I don't know
Under € 1000
€ 1000-3000
€ 3000-5000
€ 5000-10000
> € 10000

Pagina 34
Responses: 123
Interestingly, the number of respondents who can not estimate the size of the budget invested in promotion through
social networking increases as the size of the companies gets bigger. This result emphasizes the idea that large
companies promoting through social networks is an organization-wide strategy and budgets are distributed across
multiple departments.
Q20.2
Sorted by responded companies turnover
61%
43%
40%
13%
6%
3%
8%
14%
12%
8%
18%
25%
6%
10%
19%
23%
12%
3%
8%
5%
25%
18%
15%
22%
37%
46%
< € 1 million
€ 1-5 million
€ 10-50 million
€ 50-100 million
> € 100 million
Under € 1000
€ 5000-10000
€ 3000-5000
€ 1000-3000
> €10000
I don't know

Pagina 35
Responses: 123
45% of respondents in IT&C do not know the budget they invest in social networks. The biggest budgets, of over 10,000
EUR annually, are allocated by food and agriculture (23% of respondents), pharmaceutical (13%) and finance and
banking industries (11% of respondents).
Q20.3
33%
33%
56%
40%
33%
46%
40%
50%
67%
13%
25%
50%
33%
13%
20%
6%
33%
13%
11%
23%
40%
6%
13%
16%
34%
33%
22%
13%
11%
35%
21%
17%
7%
11%
23%
13%
13%
11%
34%
22%
27%
45%
8%
25%
13%
16%
33%
Turism
Finance and banking
Advertising / Media
Under € 1000
€ 5000-10000
€ 3000-5000
€ 1000-3000
> €10000
I don't know

Pagina 36
Q21.1
Do you think that generating sales opportunities within social
media is effective?(single answer)
12% of respondents strongly agree with the statement that generating sales opportunities within social networks is
effective and 53% agree with this. Significantly lower values are recorded for those who disagree with the effectiveness
of generating sales opportunities within social networks.
Responses: 209
2014
1%
8%
26%
53%
12%
0% 10% 20% 30% 40% 50% 60%
Totally disagree
Disagree
Undecided
Agree
Totally agree

Pagina 37
Q21.2
Do you think that generating sales opportunities within social
media is effective?(single answer)
Small and medium companies, with turnover below 50 million EUR , signal a lower efficiency in generating sales
opportunities than large companies with turnover of over 100 million EUR.
Responses: 209
Sorted by respondent companies turnover
17%
7%
11%
6%
17%
52%
53%
46%
56%
62%
23%
25%
37%
25%
21%
7%
13%
6%
13%
2%
< € 100 milion
€ 1-10 milion
€ 10-50 milion
€ 50-100 milion
> € 100 milion
Totally agree
Agree
Undecided
Disagree
Totally disagree

Pagina 38
Q22.1
Do you use monitoring / "listening" tools for social networks to find out
what is being said about your company/products? (single answer)
Of only 37% of respondents that say they use social media monitoring tools to find out what is being said about the
company or the company's products, only 19% respond to the notifications received and 18% of them say they have a
policy for replying in this respect. The remaining 63% either consider there is not the case to use such tools (21%) or
are not using but plan to do so in the next period (42%).
Responses: 209
2014
42%
21%
19%
18%
0% 10% 20% 30% 40% 50%
Do not use at the moment, but we plan to use in
the next period
We do not consider it appropriate to use such
tools
Yes, we use such tools and react to the
notifications received
Yes, we use such tools, but we do not have a
policy for replying

Pagina 39
Q22.2
Do you use monitoring / "listening" tools for social networks to find out
what is being said about your company/product? (single answer)
From the perspective of an analysis at sector of activity level of the responding companies it is to note that the most
important share of responses indicate that no listening tools are used at this time. Companies that "listen" (whether they
respond/react or not afterwards) are those in advertising/media (67%), finance and banking (56%) and
telecommunications and IT&C (54%).
Responses: 209
38%
21%
10%
46%
22%
19%
11%
32%
50%
33%
12%
27%
8%
22%
13%
5%
12%
36%
24%
17%
66%
38%
48%
30%
23%
45%
49%
52%
76%
42%
20%
33%
24%
19%
33%
23%
11%
38%
24%
12%
11%
24%
Turism
Finance and banking
Advertising / Media
Yes, we use such tools
and react to the
notifications received
Yes, we use such tools,
but we do not have a
policy for replying
Do not use at the moment,
but we plan to use in the
next period
We do not consider it
appropriate to use such
tools

Pagina 40
The study is based on a survey undertaken
between 23 September – 15 October 2014.
The report analyzes the answers of 209
respondents from the local business
environment.
Demographics

Pagina 41
Demographics
Romanian company (yes/no) Number of employees
17%
23%
60%
0% 10%20%30%40%50%60%70%
Joint venture (foreign and
romanian)
Company with foreign capital
Company with domestic capital
38%
13%
21%
10%
18%
0% 10% 20% 30% 40%
<50 employees
51-100 employees
101-500 employees
501-1000 employees
>1000 employees

Pagina 42
Demographics
Industry Turnover
1%
3%
4%
6%
8%
8%
9%
9%
10%
12%
14%
16%
0% 5% 10% 15% 20%
Turism
Advertising / Media
Pharmaceutical Industry /
Healthcare
Finance and banking
33%
29%
16%
8%
14%
0% 10% 20% 30% 40%
<€ 1 million
€ 1-10 million
€ 10-50 million
€ 50-100 million
> € 100 million

Pagina 43
Demographics
Position of respondent Age of respondent
21%
26%
8%
30%
9%
6%
0% 5% 10% 15% 20% 25% 30% 35%
Others
General Director / President / CEO
CFO / Treasurer / Controller
Director / Manager / Marketing
Specialist / Communication
Director / Manager / Sales
Specialist
Director / Manager / HR Specialist
3%
31%
27%
39%
0% 10% 20% 30% 40% 50%
<25 years
25-34 years
35-45 years
>45 years

Pagina 44
Project team
Elena Badea
Director of Marketing
EY Romania
elena.badea@ro.ey.com
Constantin Măgdălina
Senior Associate, Maketing
EY Romania
constantin.magdalina@ro.ey.com
We would like to thank all the respondents for their
support in conducting this study.
Ioana Sigarteu
Online Marketing Manager
TotalSoft
isigarteu@totalsoft.ro
Daniel Ionescu
Sales & Marketing Director
TotalSoft
daniel.ionescu@totalsoft.ro

Pagina 45
Thank you!
The study will be repeated in the same period in 2015,
and the new edition will include comparative data with 2014.

EY_TotalSoft_Impactul social media_28Oct14_EN

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