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Burson-Marsteller’s  @B_M                                                         #BMGlobalSocial  facebook.com/Burson-Mar...
Study    Methodology    The study examines the use of social media by the Fortune Global 100.    Specifically it looks at ...
The Global Social Media    Check-Up Through the Years                   2010      In 2010, the Fortune Global 100 were jus...
Additional Data for 2012    This year’s study also includes a look at how    much consumers and other stakeholders talk   ...
Insight 1:    People are talking about the      Fortune Global 100…               a lot.5
The Fortune Global 100 companies                             were mentioned a total of      10,400,132                    ...
Twitter is Driving the Online Conversation               Average Number of Mentions Per Company In One Month On…          ...
The 10 Global Companies With The                  Most Online Mentions8   Source: Visible Technologies
Gone are the days when       companies could sort    through and tally all of their       media mentions each             ...
Twitter Has Exploded as a Platform in the Past Two                    Years with Growth Approaching 700%      50 million t...
Nearly One in Every Seven Humans on Earth Is An                          Active Facebook User                             ...
Seventy-Two Hours of Video Are Uploaded                             to YouTube Every Minute         YouTube exceeded      ...
Insight 2:     The growth in the volume of       conversations on social       media has encouraged      companies to part...
Companies Using at Least One Social Media Platform               Increased by 10 Percent Since 2010                       ...
Twitter is Most Popular Platform Among Global Companies                               Percent of Fortune Global 100 Compan...
Average Number of Followers Per Corporate Twitter                   Account Nearly Tripled in Last Year         2010      ...
Average Number of Twitter Accounts Each Corporate Account           is Following Increased by 182 Percent Since 2010      ...
Nearly Three-Quarters of Companies Have A Facebook     Presence                                      61%          74%     ...
Average Corporate Facebook Page’s Community Has     Increased by 275% Since 2010                                  Average ...
Percent of Companies with YouTube Channels     Increased by 39 Percent in Last Year                                       ...
Each corporate YouTube channel        averages 2,024,931 views and        1,669 subscribers.21 Source: Burson-Marsteller
Insight 3:     Corporations have become      increasingly engaged on            social media.22
Seventy-nine percent of corporate     accounts engage on Twitter with     retweets and @mentions.23 Source: Burson-Marstel...
Conversations Are Happening on     Facebook                               6,101     Each corporate Facebook page has an av...
Insight 4:      Companies are creating     multiple accounts to target     audiences by geography,          topic or servi...
Companies Average More Accounts on Each     Platform Than Ever Before                               Average Number of Acco...
Ford Uses Multiple Twitter Accounts to Highlight Different     Products and Services and to Meet the Diverse Needs     and...
Wells Fargo Uses Different Twitter Accounts for Specific     Purposes - General News, Customer Service and     Career Oppo...
Companies Are Creating Multiple Facebook Pages For     Brands, Geographies and Employee Recruitment     Purposes          ...
Average Number of Channels Per Company on YouTube     Increased by 200 Percent in Last Year                               ...
Insight 5:     Companies are creating     original content to share     across all platforms and             accounts.31
Ninety-three Percent of Facebook Pages Are Updated     Weekly                                                   93%       ...
New Facebook Timeline Design Allows Companies     to Use Creative Cover Images33
Procter & Gamble’s YouTube Page     Ties Directly Into Major Advertising     Campaign34
Insight 6:     As their presence on social     media platforms has grown,       companies are able to        rapidly adapt...
Nearly half (48 percent) of global     companies have Google+     accounts.36 Source: Burson-Marsteller
Sony Actively Engages With Customers     on Google+37
25%     One quarter (25 percent) of      global companies have        Pinterest accounts.38
Companies Use Pinterest to Visually     Highlight Products and Services39
Regional Insights40
Twitter Is Now The Most Popular Social Media Platform     For Latin American Companies                                    ...
Although Latin American Companies Are Behind Global     Averages, More Latin American Companies Than Ever Are     Using At...
In Europe, Global Companies Must Grapple     with the Challenge of Many Languages     Vodafone Has Separate Facebook Accou...
The Rise of Multilingual Accounts:     Total Engages Followers in Both English and French44
Asia-Pacific Has Caught Up, But Companies in     Asia Use Different Channels to Communicate                               ...
Asia-Pacific Is Experiencing Three Big     Trends in Social Media                                1 Mobile Web             ...
Contacts     Burson-Marsteller Digital Strategists             Dallas Lawrence                          Zaheer Nooruddin  ...
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全球100品牌社会化媒体应用情况

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全球100品牌社会化媒体应用情况

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Transcript of "全球100品牌社会化媒体应用情况"

  1. 1. Burson-Marsteller’s @B_M #BMGlobalSocial facebook.com/Burson-Marstellerbm.com/social
  2. 2. Study Methodology The study examines the use of social media by the Fortune Global 100. Specifically it looks at how these companies use Twitter Facebook YouTube Google Plus Pinterest2
  3. 3. The Global Social Media Check-Up Through the Years 2010 In 2010, the Fortune Global 100 were just beginning to use social media. 2011 In 2011, the Fortune Global 100 started to engage with users on social media.3
  4. 4. Additional Data for 2012 This year’s study also includes a look at how much consumers and other stakeholders talk about companies online. The data for this part of the study was provided by Visible Technologies, a leader in social media monitoring, analytics and services for enterprises globally.4
  5. 5. Insight 1: People are talking about the Fortune Global 100… a lot.5
  6. 6. The Fortune Global 100 companies were mentioned a total of 10,400,132 times in one month.6 Source: Visible Technologies
  7. 7. Twitter is Driving the Online Conversation Average Number of Mentions Per Company In One Month On… 55,970 19, 739 19,610 173 2,381 4,606 367 Source: Visible Technologies
  8. 8. The 10 Global Companies With The Most Online Mentions8 Source: Visible Technologies
  9. 9. Gone are the days when companies could sort through and tally all of their media mentions each morning.9
  10. 10. Twitter Has Exploded as a Platform in the Past Two Years with Growth Approaching 700% 50 million tweets per day February 2010 More than 140 million tweets a day March 2011 340 million tweets a day or more than one billion tweets every three days March 201210 Source: Twitter
  11. 11. Nearly One in Every Seven Humans on Earth Is An Active Facebook User Facebook reached 500 million active users in July 2010. As of March 31, 2012, Facebook had 901 million active users.11 Source: Facebook
  12. 12. Seventy-Two Hours of Video Are Uploaded to YouTube Every Minute YouTube exceeded 2 billion May 2010 views a day in May 2010. That number increased by 50 percent to 3 billion views a day in May 2011. May 2011 As of May 2012, more than 4 billion videos were viewed a day and 800 million unique users visit May 2012 YouTube each month.12 Source: YouTube
  13. 13. Insight 2: The growth in the volume of conversations on social media has encouraged companies to participate.13
  14. 14. Companies Using at Least One Social Media Platform Increased by 10 Percent Since 2010 79% 84% 87% 2010 2012 201114 Source: Burson-Marsteller
  15. 15. Twitter is Most Popular Platform Among Global Companies Percent of Fortune Global 100 Companies with… 82% 77% 79% 74% 65% 61% 57% Nearly Half of 54% Companies Have 50% Google+ Accounts 2010 2012 2010 2012 2010 2012 2011 2011 2011 And a Quarter of Companies Have Pinterest Accounts15 Source: Burson-Marsteller
  16. 16. Average Number of Followers Per Corporate Twitter Account Nearly Tripled in Last Year 2010 1,489 2011 5,076 2012 14,70916 Source: Burson-Marsteller
  17. 17. Average Number of Twitter Accounts Each Corporate Account is Following Increased by 182 Percent Since 2010 2,062 1,860 +182% 731 2010 2012 201117 Source: Burson-Marsteller
  18. 18. Nearly Three-Quarters of Companies Have A Facebook Presence 61% 74% 54% 2010 2012 201118 Source: Burson-Marsteller
  19. 19. Average Corporate Facebook Page’s Community Has Increased by 275% Since 2010 Average Number of Likes Per Page 2010 2012 40,884 152,646 201119 Source: Burson-Marsteller 87,979
  20. 20. Percent of Companies with YouTube Channels Increased by 39 Percent in Last Year 79% 50% 57% 2010 2012 201120 Source: Burson-Marsteller
  21. 21. Each corporate YouTube channel averages 2,024,931 views and 1,669 subscribers.21 Source: Burson-Marsteller
  22. 22. Insight 3: Corporations have become increasingly engaged on social media.22
  23. 23. Seventy-nine percent of corporate accounts engage on Twitter with retweets and @mentions.23 Source: Burson-Marsteller
  24. 24. Conversations Are Happening on Facebook 6,101 Each corporate Facebook page has an average of 6,101 people talking about it. And 70 percent of corporate pages 70% are responding to comments on their walls and timelines.24 Source: Burson-Marsteller
  25. 25. Insight 4: Companies are creating multiple accounts to target audiences by geography, topic or service.25
  26. 26. Companies Average More Accounts on Each Platform Than Ever Before Average Number of Accounts Per Company On… 10.1 10.4 8.1 5.8 4.2 4.2 2.7 2.6 2.0 2.1 1.6 2012 2012 2010 2012 2012 2010 2012 2010 2011 2011 201126 Source: Burson-Marsteller
  27. 27. Ford Uses Multiple Twitter Accounts to Highlight Different Products and Services and to Meet the Diverse Needs and Interests of Stakeholders27
  28. 28. Wells Fargo Uses Different Twitter Accounts for Specific Purposes - General News, Customer Service and Career Opportunities28
  29. 29. Companies Are Creating Multiple Facebook Pages For Brands, Geographies and Employee Recruitment Purposes Average Number of Accounts Per Company on Facebook 10.4 4.2 2.1 2010 2012 201129 Source: Burson-Marsteller
  30. 30. Average Number of Channels Per Company on YouTube Increased by 200 Percent in Last Year 2012 2011 8.1 2010 2.7 1.630 Source: Burson-Marsteller
  31. 31. Insight 5: Companies are creating original content to share across all platforms and accounts.31
  32. 32. Ninety-three Percent of Facebook Pages Are Updated Weekly 93% 84% 59% 2010 2012 201132 Source: Burson-Marsteller
  33. 33. New Facebook Timeline Design Allows Companies to Use Creative Cover Images33
  34. 34. Procter & Gamble’s YouTube Page Ties Directly Into Major Advertising Campaign34
  35. 35. Insight 6: As their presence on social media platforms has grown, companies are able to rapidly adapt to new platforms.35
  36. 36. Nearly half (48 percent) of global companies have Google+ accounts.36 Source: Burson-Marsteller
  37. 37. Sony Actively Engages With Customers on Google+37
  38. 38. 25% One quarter (25 percent) of global companies have Pinterest accounts.38
  39. 39. Companies Use Pinterest to Visually Highlight Products and Services39
  40. 40. Regional Insights40
  41. 41. Twitter Is Now The Most Popular Social Media Platform For Latin American Companies Percent of Latin American Companies on… 82% 79% 74% 65% 54% 50% 53% 50% Global 32% 39% 31% 33% LatAm 25% 11% 12% 2010 2012 2010 2012 2010 2012 2010 2012 Blogs41 Source: Burson-Marsteller’s upcoming Latin America Social Media Check-Up 2012
  42. 42. Although Latin American Companies Are Behind Global Averages, More Latin American Companies Than Ever Are Using At Least One Social Media Platform 87% 79% 65% 49% 2012 2010 Latam Global Latam Global Argentina Brazil Chile Colombia Mexico Peru Puerto Rico Uruguay Venezuela 2012 64% 88% 76% 76% 76% 60% 28% 36% 84% 2010 25% 63% 57% 48% 80% 40% 5% - 75%42 Source: Burson-Marsteller’s upcoming Latin America Social Media Check-Up 2012
  43. 43. In Europe, Global Companies Must Grapple with the Challenge of Many Languages Vodafone Has Separate Facebook Accounts for Each Country43
  44. 44. The Rise of Multilingual Accounts: Total Engages Followers in Both English and French44
  45. 45. Asia-Pacific Has Caught Up, But Companies in Asia Use Different Channels to Communicate Microblogs Australia 90% 50% 50% China 80% 90% 50% 30% Social Networks Hong Kong 60% 70% 10% 30% India 70% 70% 20% 40% Corporate Blogs Indonesia 50% 40% 20% 30% Video sharing Japan 70% 40% 70% South Korea 90% 70% 90% 60% Malaysia 80% 100% 20% 80% Philippines 50% 40% 10% 40% Singapore 30% 30% 50% Taiwan 20% 40% 30% Thailand 70% 90% 10% 70%45 Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
  46. 46. Asia-Pacific Is Experiencing Three Big Trends in Social Media 1 Mobile Web 2 Visual Storytelling 3 Social Enterprise46 Source: http://asiancorrespondent.com/tag/asia-mobile-use/
  47. 47. Contacts Burson-Marsteller Digital Strategists Dallas Lawrence Zaheer Nooruddin Matthias Lüfkens Chief Global Digital Strategist Asia-Pacific Europe, Middle East and Africa +1-310-309-6677 +852-2963-6775 +41-22-593-6926 Dallas.Lawrence@bm.com Zaheer.Nooruddin@bm.com Matthias.Luefkens@bm.com @dallaslawrence @Digible @luefkens Cely Carmo Michael Bassik Latin America United States +55-11-3-094-2256 +1-212-614-4165 Cely.Carmo@bm.com Michael.Bassik@bm.com @celycarmo @mbassik Media Contact Paul Cordasco Managing Director, Global Marketing +1-212-614-4522 Paul.Cordasco@bm.com @PaulCordasco47 #BMGlobalSocial @B_M facebook.com/Burson-Marsteller bm.com/social

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