The new journalists are embracing Social Media “I routinely track down potential interviews by sending out a Tweet. Most recently, we came across a number of Toyota car owners who fell under the recent recalls.” (Chris O‘Conell – ABC News Anchor / Reporter)Source: toprankblog.com
Journalists are Super-Googlers „I begin every day at search engine. It doesn‘t matter what story I‘m working on, it always starts with a search.“ (Jason DeRusha, CBS TV News Reporter)Source: toprankblog.com
For today‘s journalists multiple ways lead to a story Search Recommendation Follow
One-Quarter of global companies are active on 4 PlatformsSource: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011
Global Companies love TwitterSource: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011
Key Take-Aways Asia-Pacific Strongest growth rate Average Number of Followers per Corporate Twitter Account Global + local audiences (Platforms) Low engagement levels Video: big unmet opportunity Percent of Companies with YouTube ChannelsSource: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011
Best Practices Asia-Pacific LG Mobile‘s global Facebook page is Toyota after its recall-crisis started used to communicate news about leveraging online conversations latest products and answer across al social channels. They set up an aggregated social pulse of their customer enquiries. brand online.
Key Take-Aways EMEA Focus on engagement Percent of Accounts using @replies on Twitter growth Not growing and scaling Focus on policy and professionalization Companies struggle Number of views per YouTube Channel with Video 1856364 680747 715951 255002 Global Asia Europe U.S.Source: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011
Best Practices from EMEA BNP Paribas has a Facebook page @TelekomHilft and that is dedicated to a recruitment @deutschetelekom are game that targets college students. providing excellent customer service and are very responsive to their followers
Key Take-Aways Americas Growing presence Number of Accounts per Company through scaling & localization / specialization Big engagement growth US companies lead Percent of Pages responding to Likers Posts engagement on facebookSource: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011
Best Practices from the US GE has a very broad set of specialized Chevron engages stakeholders around social media channels for specific topics questions and issues on sustainable and discussions energy. Their main questions is: what can we agree on?
Key Take-Aways LATAM Few companies Percent of Companies with Twitter Acccounts engage on social media. Big market differences Those who do, are very active LATAM companies Followers per Twitter Account favour facebook over twitter, Orkut is in steep declineSource: Burson-Marsteller Latin America Social Media Study 2010
Best Practices from Latin America About half of Pemex’s Twitter posts are Petrobras offers two Facebook apps, a responses to stakeholders, including racing game and a sticker book related to answering their questions and the Brazilian biodiversity clarifying misstatements.
Corporate Social Media Challenges: Integration
What does it take to become a social media ready company?
You have to know how to get there 8. Measure & adapt 2. Identify Opportunities 7. Roll out 1. Listen 3. Mitigate Risks 6. training 4. Define Objectives & KPIs 5. Organize for success
Aknowledge that Social Media will change the whole organization INVESTOR RELATIONS HR CUSTOMER SERVICE PARTNER- SHIPS PUBLIC AFFAIRS COMMUNICATIONS MARKETING STRATEGY CSR MEDIA- RELATIONS ADVERTISING INNOVATION