Social Media Use by
Australia’s Best Brands
Sydney, Australia
November 2009
Methodology – Research Objectives
• The analysis looked to identify how top Australian companies are using key social medi...
• The study examined the top 20 brands as listed in Interbrand’s Australia’s Best Brands Report,
March 2009.
• The study r...
Social Media Use – Multiple Channels
Percent of Australia’s Best Brands active on Twitter,
Facebook and their Corporate Bl...
Social Media - Use By Channel
Percent of Australia’s Best Brands using
each social media channel Facebook and Twitter are ...
Industry Analysis – Financial Services
Percent of Australia’s Top Financial Services
Brands using each social media channe...
Industry Analysis – Retail
Percent of Australia’s Top Retail Brands
using each social media channel
Top Australian retaile...
Industry Analysis - Global Comparison
How Australia’s Best Brands compare to the Fortune 100
in their use of social media ...
Twitter
Twitter – Corporate Use in Australia
% of Australian Best Brands with Twitter accounts
40% of top Australian companies
hav...
Twitter – Functional Use
Main uses of Twitter by Australian Best Brands
Twitter is being used primarily to
support and ext...
Twitter – Customer Service Examples
Telstra uses its @telstra Twitter account to monitor and respond to customer enquiries...
Twitter – Customer Service Examples
By talking about surfing, sea pollution and other topics
important to its stakeholders...
Twitter – Promotional Examples
Harvey Norman uses Twitter to communicate latest
deals, discounts and offers. It also uses ...
Facebook
Facebook – Corporate Use in Australia
% of Australian Best Brands with official Facebook
accounts
50% of leading Australia...
Facebook – Corporate Use in Australia
Telstra cross promotes its social
media profiles and links to third party
content.
T...
Corporate Blog
Corporate Blog – Use in Australia
% of Australian Best Brands with a corporate blog
An overwhelming majority of top
Austra...
Corporate Blog – Best Practice Examples
Billabong uses its blog to
communicate with stakeholders
on a range of topics, not...
Corporate Blog – Best Practice Examples
Woolworths is also asking its customers to share and
rank ideas on how to improve ...
Conclusions and takeaways
1. The survey provides an insightful snapshot into the use of social media by the top
Australian...
Contacts
Daniel Young, Director
Burson-Marsteller Australia
+61 (0) 2 9928 1589
+61 (0) 404 626 584
daniel.young@bm.com
Ca...
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Social Media Use by Australia's Best Brands 2009

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Burson-Marsteller Australia study, which looks at the use of social media by Australia's Best Brands. We examined use of Twitter, Facebook Pages and Blogs.

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Social Media Use by Australia's Best Brands 2009

  1. 1. Social Media Use by Australia’s Best Brands Sydney, Australia November 2009
  2. 2. Methodology – Research Objectives • The analysis looked to identify how top Australian companies are using key social media platforms to communicate and engage directly with stakeholders, specifically: – Twitter: The study tallied official Twitter accounts for Australia’s Best Brands. – Facebook: The study identified and analysed official corporate presence of Australia’s Best Brands on Facebook. The study examined corporate pages, but not third party groups and fan pages. – Blogs: The study examined whether and how Australia’s Best Brands are using branded corporate blogs to communicate and engage with stakeholders. • The analysis does not include independent subsidiary brands that do not share a name with the parent company. • The study builds on Social Media Use by Fortune 100 Companies, published by Proof Digital Media and Burson-Marsteller in July 2009. • This study is the first part in a two part research project. Part two will focus on corporate websites and newsrooms.
  3. 3. • The study examined the top 20 brands as listed in Interbrand’s Australia’s Best Brands Report, March 2009. • The study ranks the top 20 Australian companies by brand value, which is a derivative of the way business and financial assets are valued covering three elements: Financial Forecasting; Role of Branding; Brand Strength. • Financial assessments are based on published annual reports and analyst reports from investment banks. Marketing assessments are based on a wide array of primary and secondary sources. Ultimately, each brand was assessed for inclusion on its own merits. • Holding companies are excluded from the Interbrand report. Wholly owned or local subsidiaries of global brands are also excluded. • Interbrand has published national brand value rankings more than ten countries around the world. • There is no formal relationship between Burson-Marsteller and Interbrand. Interbrand were not involved in the development of this study but are aware of its existence. Methodology – Source Companies
  4. 4. Social Media Use – Multiple Channels Percent of Australia’s Best Brands active on Twitter, Facebook and their Corporate Blog Australia’s top companies are still experimenting with social media for stakeholder communication, mostly limiting activity to a single social media channel. Few companies are yet using top social media platforms in a strategic, or integrated manner across multiple channels.
  5. 5. Social Media - Use By Channel Percent of Australia’s Best Brands using each social media channel Facebook and Twitter are the preferred social media channels for online stakeholder communication. However, many corporate Facebook and Twitter accounts are inactive, suggesting companies are trying to decide how best to use them. Corporate blogs are used by only 4 of Australia’s top 20 companies.
  6. 6. Industry Analysis – Financial Services Percent of Australia’s Top Financial Services Brands using each social media channel Australia’s top Financial Services companies prefer to use Twitter for stakeholder online communication and engagement. A relatively high percentage of Financial Services companies are not using any social media platforms.
  7. 7. Industry Analysis – Retail Percent of Australia’s Top Retail Brands using each social media channel Top Australian retailers are more active than their financial services counterparts in using social media. Australia’s top retail brands prefer to use Facebook to communicate online with and engage stakeholders.
  8. 8. Industry Analysis - Global Comparison How Australia’s Best Brands compare to the Fortune 100 in their use of social media channels Australian companies are using Facebook to a greater extend than their Fortune 100 counterparts. However, they are lagging Fortune 100 in use of Twitter and blogs. Notes: 1 / for the purposes of this study, Fortune 100 Commercial Banking and Insurance are bundled under a general ‘Financial Services’ category 2 / Fortune 100 General Merchandiser, Specialty Retailer and Food and Drug Stores categories are bundled as ‘Retail’ Breakdown by industry Financial Services Retail Aus Top 20 Fortune 100 1 Aus Top 20 Fortune 100 2 Percentage on Twitter 38% 42% 63% 79% Percentage on Facebook 25% 8% 75% 50% Percentage with a blog 13% 17% 25% 36%
  9. 9. Twitter
  10. 10. Twitter – Corporate Use in Australia % of Australian Best Brands with Twitter accounts 40% of top Australian companies have at least one Twitter account In total there are 18 Twitter accounts, of which, 8 are inactive. However, numbers of followers remains low, with a median of 193 rising to 8,000+ for Billabong In addition to corporate use, a number of companies are using Twitter locally and to promote sub- brands e.g. Westpac.
  11. 11. Twitter – Functional Use Main uses of Twitter by Australian Best Brands Twitter is being used primarily to support and extend existing customer service functions, and to provide answers to questions about services or products. Twitter is also widely used as a sales tool, with companies offering promotions, discounts, contests and sweepstakes. Companies in Australia also use Twitter to communicate company and/or product news.
  12. 12. Twitter – Customer Service Examples Telstra uses its @telstra Twitter account to monitor and respond to customer enquiries and help resolve complaints. The company answers an average 10 enquiries/complaints per day.
  13. 13. Twitter – Customer Service Examples By talking about surfing, sea pollution and other topics important to its stakeholders, Billabong uses Twitter primarily to strengthen relationships. New product ranges and offers are also subtly promoted (see below) See @billabong1973
  14. 14. Twitter – Promotional Examples Harvey Norman uses Twitter to communicate latest deals, discounts and offers. It also uses the channel to answer customer enquiries and to list employment opportunities See @harveynormanau Telstra uses Twitter to communicate business activities & offers. See @TelstraBusCntr
  15. 15. Facebook
  16. 16. Facebook – Corporate Use in Australia % of Australian Best Brands with official Facebook accounts 50% of leading Australian companies are using Facebook for stakeholder communications. However, 15% of these accounts are inactive, suggesting companies are unclear how best to use this channel. Many companies also have a semi- official presence on Facebook in the form of a Group, often geared to facilitating employee and alumni networking.
  17. 17. Facebook – Corporate Use in Australia Telstra cross promotes its social media profiles and links to third party content. The company clearly re-directs customers to relevant customer service channels. The company is responsive and invites conversation. Clear identification of the individuals behind the Page leads to genuine interactions on a wide range of issues, including Telstra services and news announcements.
  18. 18. Corporate Blog
  19. 19. Corporate Blog – Use in Australia % of Australian Best Brands with a corporate blog An overwhelming majority of top Australian companies are not using blogs for corporate or company brand-related communication. Of those companies that are using blogs, it is notable that levels of interaction and feedback tend to be low.
  20. 20. Corporate Blog – Best Practice Examples Billabong uses its blog to communicate with stakeholders on a range of topics, notably surf, ski and skate events, competitions and teams. The company proactively encourages user participation on the channel (see opposite) http://www.billabong.com/au/blog
  21. 21. Corporate Blog – Best Practice Examples Woolworths is also asking its customers to share and rank ideas on how to improve products and services. https://www.everydaymatters.com.au/ideas/ As an extension of its Everyday Rewards loyalty programme, Woolworths employ a blog to communicate and engage members and facilitate feedback. https://www.everydaymatters.com.au/blogs
  22. 22. Conclusions and takeaways 1. The survey provides an insightful snapshot into the use of social media by the top Australian brand name companies. 2. The majority of the companies surveyed are failing to take an integrated or strategic view of social media. 3. Australia’s leading brands are neglecting the opportunity to engage with stakeholders via Facebook, the most widely used social network in Australia. 4. Corporate blogs are yet to gain traction in Australia. Corporate Australia lags the US and UK in this regard. 5. Brand value does not necessarily denote best practice in social media, despite research linking customer engagement via social media and corporate financial performance.
  23. 23. Contacts Daniel Young, Director Burson-Marsteller Australia +61 (0) 2 9928 1589 +61 (0) 404 626 584 daniel.young@bm.com Carly Yanco, Associate Burson-Marsteller Australia +61 (0) 2 9928 1531 +61 (0) 413 648 396 carly.yanco@bm.com
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