Burson-Marsteller 2011 Global Social Media Check-up

BlogsThe Global Social Media Check-up 2011#BMGlobalSocial

Contents Twitter Methodology Facebook Fortune Global 100 Companies’ Use of: Twitter & Microblogs Facebook & Social Networks YouTube & Video Sharing Corporate Blogs Implications BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 2

Methodology• The study’s sample consisted of the companies on the 2010 Fortune Global 100 list. The sample breaks down as follows: − 32 U.S. companies − 47 European companies − 18 Asia-Pacific companies − 3 Latin American companies (Because of the small sample size, data from the three Latin American companies are included in the overall results, but this data is not broken out in the detailed analysis.)• The study looked at the Fortune Global 100’s activities on Facebook, Twitter, YouTube , corporate blogs and other local microblogs and social networks around the globe.• The results of this study are compared to last year’s Burson-Marsteller “Global Social Media Check-up 2010,” which analyzed the social media presence of companies on the 2009 Fortune Global 100 list. Results from the Global Social Media Check-up 2011 study are charted in blue; results from last year’s global study are charted in gray.• While there was a slight shift from last year in the companies on the Fortune Global 100 list, this did not have a significant impact on results.• Data was collected between November 2010 and January 2011.• “Active” accounts were defined as those with at least one post in the past 3 months.• Outliers have been noted.• Data was collected by Burson-Marsteller’s global research team. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 3

The Majority of Fortune Global 100 Companies Use At Least One SocialMedia PlatformThere was a 6% increase inFortune Global 100 companiesparticipating on at least onesocial media platform, drivenprimarily by the 34% increasein Asian companies with social Global Companies Using At Least One Social Media Platformmedia accounts. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 4

One-Quarter of Global Companies are Active on All Platforms There was a 25% increase in the number of companies using all four social media platforms studied. This growth was driven by increases in Global Companies Using All Four Platforms Asian companies (32% increase) and in the U.S. companies (21% increase). BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 5

Twitter Had Greatest Growth of the Four Social Media Platforms There was an 18% increase in Fortune Global 100 companies using Twitter, followed by a 14% growth in YouTube channels and a 13% growth in companies using Facebook pages. Twitter is emerging as Percent of Fortune Global 100 Companies With… the predominant social media platform used by corporations, although corporate Facebook pages have more “likes” than Twitter accounts have “followers.” BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 6

The Number of Accounts Per Company on Each Social Media PlatformAlso Increased Regional/local offices and functional divisions added corporate accounts to share their specific communications with targeted stakeholders, which Number of Accounts Per Company on Each Social Network drove the increase in accounts per company. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 7

Tweet ! Tweet ! Tweet !BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 8

The Percent of Companies With Twitter Accounts Grew 18% The largest growth was in 83% Asian corporate Twitter of European corporations have Twitter accounts accounts (68% year-over-year increase). The proportion of U.S. companies with Twitter accounts remained flat. Percent of Companies with Twitter or Other Microblog* Accounts * For the purposes of this study, “Twitter” refers to the actual platform or other similar microblogging platforms. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 9

The Companies Participating in Twitter Also Increased Their Number ofAccounts 38% increase in the number of accounts per company on Twitter The average number of Twitter accounts per company increased from 4.2 accounts to 5.8 accounts.Average Number of Twitter Accounts Per Corporation on Twitter In Detail The number of accounts per company increased in the U.S. because of the large increase in IBM Twitter accounts (from 43 accounts in 2010 to 76 accounts in 2011) and Walmart (11 accounts  39 accounts). The same increase was demonstrated by many Asian companies (i.e., LG: 12 accounts  18 accounts, Sony: 5 accounts  16 accounts, and Nissan: 2 accounts  11 accounts.) BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 10

The Use of the “@” Mention Increased Dramatically Seventy-six percent more 67% of accounts use the @ mention companies use the “@” mention to reference or direct tweets at other Twitter accounts. This suggests a much higher level of engagement by corporations, as they use Twitter to converse with Percent of Accounts Using @ Mentions others and not just push out their own messages. The highest growth was among European companies, with a 148% increase using the “@” mention. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 11

Corporate Outreach on Twitter The @Samsungservice account GE’s @ecomagination account is used primarily for customer service. is used mostly for news and company Almost every tweet begins with an updates, but it also responds to @ mention responding stakeholders’ comments and questions to customers in need of via @ mentions. technical support. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 12

Retweeting Also a Tool for Interacting on Twitter 62% 50% of European corporateFortune Global 100 companies of Asian corporate accounts retweet accounts retweetwere much more activeretweeters in the past year(78% increase). Again, thisgrowth in retweeting was led byEuropean companies(117%increase) and Asian companies Percent of Accounts Retweeting(121%). BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 13

Number of Twitter Followers Increased Radically Across All Regions 5,076 average followers per account The average number of followers per corporate account increased by 241% in the last year. This growth in popularity was lead by Asian companies, which averaged an increase of 328%. Average Number of Followers Per Account In Detail The high average number of followers in Asia could be because many Asian corporations are in the electronics, entertainment and auto industries, which tend to lend themselves to more active social media participation due to active customer bases and the need for customer service. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 14

Companies Follow More AccountsAs the number of globalTwitter accounts grew over 154% increase in number of accounts each account followsthe last year, the averagenumber of accounts eachcorporate account followsrose by 154% globally.European corporate accounts Average Number of Accounts that Each Corporate Account Followsshowed the most growth(341%), while Asian corporateaccounts on average followthe most accounts (2,635). BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 15

Most Twitter Accounts are Used to Keep Stakeholders Informed Percent of Accounts with Posts About General News/ Announcements/Updates The majority of accounts focus on providing company news, updates and announcements to stakeholders. More than one- quarter (28%) of corporate accounts are tweeting toPercent of Accounts with Posts About Promotions/Deals/Contests consumers about deals or contests specifically related to their products and/or services. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 16

News and Promotions via Twitter @CreditAgricole uses its Twitter accounts for contests and offers, as @BoeingCorporate uses Twitter seen above, as well as for “T’Chats” for a variety of purposes, but most that allow them to interact with importantly for news and updates. other Twitter users. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 17

Twitter Accounts are Also Used for Customer Service and Career Information Percent of Accounts with Customer Service Tweets Forty percent of corporate Twitter accounts engage stakeholders on customer service issues. Only one in 10 corporate accounts includes tweets with career information Percent of Accounts with Career Information and/ Or Jobs Posts in their Tweets or job listings. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 18

Corporations Use Twitter to Connect with Stakeholders @INGDIRECT mixes news and updates with customer service. The @LGD_recruit account posts news The account often uses a casual, about job openings, career advice and humorous tone to better connect also seeks to answer the questions with other Twitter users. of prospective applicants. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 19

Eight Out of Ten Companies are Talked About on Twitter 80% of companies are talked about on Twitter The number of companies being talked about on Twitter increased by 90% over the last year (driven by a 118% increase in Asian companies and a 106% increase in Percent of Companies Talked About on Twitter European companies). The sharp rise indicates that a company is being referenced by stakeholders’ tweets even if it is not on Twitter. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 20

BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 21

The Percent of Corporations on Facebook Increased by 13 PercentAsian companies demonstrated 13% increase in corporations onthe largest percent increase Facebook(25%) in Facebook use,driving a majority of the 61%global growth. of corporations have Facebook pages Corporations with Facebook (or Similar Social Network) Pages In Detail Out of the companies who were on the Fortune Global 100 both years, there was an 18% increase in corporate Facebook pages. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 22

The Average Number of Facebook Pages Per Company Doubled Asian companies average 5.8 pages per company U.S. companies showed a on Facebook particularly large increase in number of Facebook pages per Europe averages 2.8 pages per company on company (179%), while the Facebook average number of pages per company in Asia increased Number of Facebook Pages Per Company on Facebook by only 18%. In Detail The large increase in the U.S. average Facebook pages per company is largely due to outliers Hewlett-Packard and Ford, with 51 and 23 corporate Facebook pages respectively. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 23

Corporate Facebook Pages Demonstrated Large Gains in “Likes”The number of “likes” per 115% increase in Facebook likesFacebook page increased by115% globally. Asian companieshad the largest increase (406%), 406% increase in Facebook likes on Asianwhile European companies companies’ pagesshowed relatively no changeover last year’s average. Average Number of “Likes” Per Page BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 24

Companies More Actively Maintaining Facebook Pages Eighty-four percent of 84% of pages have posts in last week Facebook pages had posts made by the companies within 40% in increase the last week, demonstrating pages updated in last week that the majority of pages are actively updated. Percent of Pages with Posts in Last Week BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 25

Companies Interact with Stakeholders via Facebook Percent of Pages that Allowed “Liker” (Fans) Wall PostsFacebook fan pages allowadministrators to select whetherthey would like for their visitorsto be allowed to post on thepage’s wall. Globally, aboutthree-quarters (74%) of pagesallow for these posts. The U.S. Percent of Pages that Responded to “Likers” (Fans’) Wall Postscompanies led the way inFacebook interactivity, as 89% ofpages allow posts from “likers”(fans), and 72% of pages respondto “likers’” wall posts. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 26

Companies Use Facebook to Connect in Innovative Ways Honda’s Facebook page has posts from BNP Paribas has a Facebook page that is the company itself that get many “likes” dedicated to a recruitment game that and comments. What really sets it apart, targets college students. however, is the posts it receives daily from the company’s fans. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 27

BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 28

The Percent of Companies with YouTube ChannelsWhile Asian companiesincreased their presence onYouTube by 26%, there wasa slight decrease in thepercent of U.S. companiesusing YouTube. Percent of Companies with YouTube Channels BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 29

Companies on YouTube Average 2.7 Channels Each The average number of YouTube channels per company on the video-sharing site grew mostly because of the 192% increase among U.S. companies.Average Number of YouTube Channels Per Company on YouTube In Detail The U.S. increase in YouTube channels per company was driven by IBM with 21 channels, GE with 12 channels and Ford with 10 channels. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 30

Asian Companies Average the Greatest Number of Views on YouTubeWhile each channel averageshundreds of thousandsof views, Europe’s channelslag behind those of Asiaand the U.S. Average Number of Upload Views per YouTube Channel In Detail Asian companies include Sony, Toyota, Hyundai and others in the electronics, auto and entertainment industries that have a highly visual marketing component. It’s not a surprise, then, that these YouTube channels have more views than others. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 31

Companies Develop YouTube Pages that Reflect Their Unique BrandsWalmart branded its YouTube channel so it looks like Toyota’s YouTube channel also has a branded page and video a part of the company’s home page. Its videos are categories. In particular, the “How-Tos & Demos” andseparated into categories that are meant to enhance “Reviews & Specs” sections provide customer service that and simplify viewers’ experiences. could be useful to viewers. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 32

RSS BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 33

There Was No Dramatic Gain in Corporate Blog Use GloballyThe percent of corporationswith blogs increased by anegligible amount. Asiancompanies saw a 12% decreasein corporations with blogs, asmany blogs became inactive.The U.S. companies saw the Percent of Companies with Blogsgreatest increase (29%).European companies remainedconsistent, with slightly overone-quarter (28%) maintainingblogs. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 34

Increase in Number of Blogs Among Companies with Blogs While the number of companies with blogs was steady, those who blog increased their use of the platform. The growth in the average number of blogs per company was driven by the 63% Number of Corporate Blogs Per Company that Blogs increase in the number of blogs hosted by U.S. companies. In Detail The large increase in the U.S. average is due to Hewlett-Packard’s 83 blogs and IBM’s 86 blogs. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 35

Companies With Blogs Make Creative Use of the Platform China Mobile’s blog highlights the company’s thought IBM is unique in that it has a database containing leadership and research development. Posts are written by over 80 blogs penned by employees (“IBMers”). The blogs various individual members of the China Mobile Research range in their scope and chosen topic, but they provideInstitute. Over time, the blog has attracted loyal readers who an informal way for employees to interact with stakeholders. are interested in its niche themes. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 36

Implications Blogs BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 37

Companies Are Starting To Leverage Social Media as an Interactive PlatformWhile the number of American and Europeancompanies participating in social media remainedfairly flat over the past year, companies’interactivity on social media increaseddramatically across all regions.Companies are starting to get the sense of how toleverage social media to manage their brands andengage with stakeholders.Organizations are dedicating resources tobetter monitor and manage social media, andthey are learning from other companies’successful strategies.However, the Fortune Global 100 still have a longway to go. Too many companies are broadcastingnews content and not listening to whatstakeholders are saying about them online. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 38

The Increase in Number of Social Media Accounts Per Company AllowsCompanies to Target Different Stakeholder Groups The number of accounts in each social medium grew, as regional/local offices and functional divisions added corporate accounts to target their audiences. Companies will continue to have multiple social media accounts, so having a hub that lists the many accounts and channels can help direct stakeholders to the account that best meets their interests. However, companies should integrate their social media efforts to avoid disparate messaging and keep brand consistency. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 39

Twitter is the Most Widely Used Corporate Social Media Platform, But Facebook Leads With “Likes” (Followers)Twitter is the most widely used corporatesocial media platform. However, corporateFacebook pages have exponentially more likes(an average of 87,979) than Twitter accountshave followers (5,076).Twitter and Facebook websites have verydifferent purposes. Twitter is growing quicklyand is an excellent venue for companies tointeract with stakeholders in real time.Facebook is effective for building communities The Fortuneamong stakeholders. Global 100 Use Me the Most!Companies must think strategically about theirbusiness and communication goals and usethe right social medium for theappropriate purpose. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 40

Stakeholders Demonstrate Increased Interest in Hearing from Companies The interaction between companies and their stakeholders on social media is driven as much by consumers as it is by the companies. Not only has corporate activity increased on social media, but the number of followers and “likes” increased substantially on corporate social media accounts. When companies deliver relevant content and listen and interact with stakeholders in a meaningful way, social media can be mutually beneficial for companies and customers. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 41

Social Media Growth in Asia is Driven by Interest in Reaching Audiences Both at Home and AbroadAsian corporations were slower to join socialmedia because of a perception that consumersonly wanted to interact with peers—and notcompanies—on social networks.However, the sheer growth in the number of usersof these platforms, particularly in audiences abroad,is changing this perception. Asian companies areusing social media tools to reach Westernstakeholders through Twitter and Facebook andto reach local audiences on sites such as Cyworld,Mixi and Sina.Asian companies are particularly comfortable withTwitter as they tend to be most focused on buildingshort-term market share, using the tools for buildingawareness and reaching large numbers of people,as opposed to developing long term stakeholderengagement and loyalty.Asian companies will continue to grow theirpresence on social media because of the vastopportunity to connect with stakeholders bothat home and abroad, as well as a keen ability toidentify and emulate best social media practices. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 42

Contacts Dallas Lawrence Charlie Pownall Managing Director of Digital Public Affairs Lead Digital Strategist , Asia-Pacific Proof Integrated Communications T 65 6671 3272 T 202 530 4615 charles.pownall@bm.com Dallas.Lawrence@bm.com www.twitter.com/cpownall www.twitter.com/dallaslawrence Daniel Jörg Cely Carmo EMEA Digital Practice Lead Lead Digital Strategist, Latin America T 41 31 356 7362 T 55 11 3094 2256 daniel.joerg@bm.com cely.carmo@bm.com www.twitter.com/danieljoerg http://meadiciona.com/bmdigitalbrasil BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 43

Burson-Marsteller 2011 Global Social Media Check-up

by Burson-Marsteller on Feb 15, 2011

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Burson-Marsteller 2011 Global Social Media Check-up — Presentation Transcript

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