Social Media Trends Among the Fortune 500 & Inc. 500
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Social Media Trends Among the Fortune 500 & Inc. 500

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Presented by SNCR Fellow, Nora Barnes, Director of Center for Marketing Research at the University of Massachusetts Dartmouth, at the 8th Annual SNCR Symposium on Nov. 7th, 2013 in Boston, MA

Presented by SNCR Fellow, Nora Barnes, Director of Center for Marketing Research at the University of Massachusetts Dartmouth, at the 8th Annual SNCR Symposium on Nov. 7th, 2013 in Boston, MA

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Social Media Trends Among the Fortune 500 & Inc. 500 Social Media Trends Among the Fortune 500 & Inc. 500 Presentation Transcript

  • Inc. 500 Settles In, Fortune 500 Get Excited: Blogging Embraced, FB Falls Presented by: Nora Ganim Barnes, Ph.D University of Massachusetts Dartmouth Director, Center for Marketing Research 8th Annual SNCR Research Symposium November 7, 2013, Thomson Reuters Boston Office www.sncr.org
  • The Inc.500 and Social Media a
  • Methodology  Nationwide telephone survey using Inc. 500 lists  114 participated in 2011 170 participated in 2012  Both studies are statically valid
  • GROWTH IN SOCIAL MEDIA TOOLS 2011-2012 100 2011 90 74% 80 70 60 50 37% 67% 67% 64% 81% 73% 2012 44% 45% 40 28% 30 30% 18% 13% 20 9% 8% 0% 10 0 Blogging Facebook Twitter LinkedIn Foursquare Youtube Pinterest Do Not Use Any
  • Measures of Success
  • WHAT ARE YOUR BUDGET PLANS FOR YOUR SOCIAL MEDIA INVESTMENTS FOR THE UPCOMING YEAR? 2011-2012 2011 100 90 80 2012 71% 70 60 44% 41% 50 25% 40 15% 30 20 0% 10 1% 4% 0 Increase Decrease Remain the Same No Response/Unsure
  • DO YOU HAVE ANY WAY TO FINANCIALLY DETERMINE THE RETURN ON INVESTMENTS FOR YOUR SOCIAL MEDIA EFFORTS? 2012 100 90 58% 80 70 60 34% 50 40 8% 30 20 10 0 Yes No No Response/Unsure
  • DOES YOUR COMPANY TRACK ONLINE CONVERSATIONS ABOUT YOUR BRANDS, PRODUCTS OR INDUSTRY FROM A MONITORING TOOL LIKE GOOGLE ALERTS OR A MONITORING SERVICE? 2009-2012 100 90 80 68% 70% 70 68% 2009 2010 2011 2012 63% 60 50 31% 35% 30% 28% 40 30 20 1% 10 2% 1% 2% 0 Yes No No Response/Unsure
  • Highlights • Marketing Departments are assuming responsibility for Social Media function and planning • Blogging jumps among the Inc. 500 • LinkedIn leads the way • Fewer companies will increase investments in social media • Monitoring the social media buzz falls off • ROI linked to reducing costs for recruiting
  • The Fortune 500 and Social Media a
  • Methodology  A company was counted as having a blog if they had a public facing corporate blog from the primary corporation with recent posts  All corporate homepages of the Fortune 500 list were examined for links to, or mention of, corporate blogs.  If none were found, a search on the site was conducted using the key word “blog.” If no blogs were located on the homepage or through a site search, Google and Technorati were used.
  • Blogs in the Fortune 500 (2011 vs 2012 vs 2013) One hundred seventy-one (34%) of the primary corporations have a public facing corporate blog with a post in the past year (23% in 2011, 28% in 2012). Top 5 companies Have Blogs: Without A Blog at This Time:
  • Fortune 500 Corporations with Public Facing Corporate Blogs (2008 - 2013) 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 16% 2008 22% 23% 2009 2010 23% 2011 28% 2012 34% 2013
  • Blogs by Industry Corporate Blogs by Industry Telecommunications Specialty Retailers Food Consumer Products Utilities: Gas and Electric Aerospace and Defense Commercial Banks Chemicals Insurance: Property and Casualty (Stock) Motor Vehicles and Parts Number of Companies w/blogs 9/17 Percent 53% 10/22 46% 5/15 33% 6/23 26% 3/12 25% 4/18 22% 3/15 20% 2/10 20% 2/15 13%
  • Blog Engagement (2013) 79% of the Fortune 500 blogs in 2013 take and respond to comments, offer RSS feeds and email subscriptions.
  • Highlights • Increase in adoption of blogging by 6%, their use of Twitter by 4% and their use of Facebook pages by 4% • Sixty-nine percent of the 2013 F500 use YouTube, up 7% from last year. • Prefer Twitter to Facebook and are experimenting with new tools such as Google+, Foursquare and Instagram. (Only Google+ shows evidence of a significant number of open, but inactive, accounts).
  • Trends in Blogging Inc. 500 vs Fortune 500 (2009 - 2013) 100% 2009 90% 2010 80% 2011 70% 2012 60% 2013 50% 50% 40% 45% 44% 37% 37% 28% 30% 22% 23% 23% 20% 10% 0% Inc. 500 Fortune 500
  • Social Media Usage Inc. 500 vs Fortune 500 (2012/2013) 100% Inc. 500 (2012) 90% 77% 80% 70% 70% 67% Fortune 500 (2013) 69% 67% 60% 50% 44% 40% 30% 30% 34% 28% 18% 20% 9% 10% 9% Pinterest Foursquare 0% Facebook Twitter YouTube Blogging
  • www.umassd.edu/cmr