FTSE100 Social Media Index 2013

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In this presentation we share the main findings from The Group's FTSE100 Social Media Index 2013, provide some reflection on how social media communications developed over 2012 and document a few questions corporate communicators are asking about social media in 2013.

These January 2013 findings are the latest in a research programme begun in 2009 and repeated every six months, into how FTSE100 companies use social media.

We delivered this presentation at a breakfast we held with a small group of FTSE100 corporate communicators on 15 February 2013.

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FTSE100 Social Media Index 2013

  1. 1. FTSE100 Social MediaIndex 2013George ButlerCathal Smyth15 February 2013
  2. 2. We help organisationsto connect, inform,understand and influencethe people who matter tothemDelivering enhancedcorporate reputation andcompetitive advantage
  3. 3. 5 year average1995 first site 2001 2011 2001 2010 2012 2000 2012 2009 2010 2003 2003 1995 2012 2008 2008 2004 2007 2012 2009 2009 2011
  4. 4. The FTSE100 social media index 2009 2009 2009 2009 2013 2013 2013 2013 2013Scoring is based on a balance ofqualitative and quantitative data
  5. 5. Score = Quantitative Measure X Good Practice Weighting Number of video views Comments enabled Uses playlists Customised channel Integrated with rest of SM Linked to corporate site
  6. 6. What’s on themenu?1.  Main findings2.  Three reasons why social media became important in 20123.  Questions to ask in 2013 #ftse100smi GroupFriends
  7. 7. Main findings
  8. 8. In 2012 social mediaconnections with FTSE100companies doubled38.5m people now like,follow, +1d or subscribe toFTSE100 companies
  9. 9. Accounts attract a huge following 13 companies with over 1m views 10 companies with over 100k followers 7 companies with over 1m fans 5 companies with over 100k followers
  10. 10. Average numbers are rising fast 811,523 views (623,690 in 2011) 181,585 fans (72,850 in 2011) 37,807 followers (14,392 in 2011) 15,099 followers (6,773 in 2011)Adjusted to remove outliers
  11. 11. People who read a blog on a corporate site look at 11 more pages and spend 8 minutes longer per visit than averageGaia Insight, 2012
  12. 12. Number of corporate blogsdoubles over 2012 Good practice   Expand on key messages   Provide different take from corporate statements   Contributors from across the business deliver authentic perspectives
  13. 13. But still only 24 FTSE companieshave a corporate blog
  14. 14. Over half of Britons check Facebook at least once a dayExacttarget.com, 2012
  15. 15. Big increase in followers for those thatcommunicate regularly Good practice   Build engaging and evolving user profile   Use Facebook for campaign communications
  16. 16. Half of the FTSE100 notusing the channel at all
  17. 17. 4 out of 5 British professionals are now on LinkedInLinkedIn, 2012
  18. 18. Largest percentage increase infollowers across the six channels Good practice   Build context – in- depth & ongoing picture of the business through updates and recommendations   Promote job opportunities on this most corporate- focused of social networks
  19. 19. Nearly all use it – but manycompany pages are not active
  20. 20. More than 10m active users in the UKTwitter, 2012
  21. 21. The channel that’s most actively usedby FTSE100 companies Good practice   Links to drive people to content hubs – blog, web site...   Find and share information – not just your own   Monitor feedback, criticism and issues   Respond to queries – the expectation is there   Hash tags connect and promote communication themes
  22. 22. The channel that’s mostactively used by FTSE100companies
  23. 23. Over 4 billion hours of video are watched each monthYouTube, 2012
  24. 24. Huge increase in video views over 2012 Good practice   Create sharable content   Create content regularly   Use playlists to frame content
  25. 25. FTSE100 companies continueto adopt this channel
  26. 26. 4.6m connections withFTSE100 companies
  27. 27. Only 10 active accounts   It’s about social search: closely tied to search and integrated with other Google services   Features include hangouts, audience segmentation and ability to segment, separate community pages   Watch out for ... Author rank (Google looking to prioritise content by verified writers with authority in certain topics)
  28. 28. Example: ARM Holdings
  29. 29. Three reasons why social mediabecame important in 2012
  30. 30. Reason 01FTSE100 companies are becomingmore sophisticated in the use ofmultiple channels
  31. 31. 68% adoption of social mediaaccounts by FTSE companiesUp from 46% in 2011Four sectors now are over 80%
  32. 32. Linking with rest of social media 21 pages are integrated (out of 97) 22 pages are integrated (out of 70) 17 pages are integrated (out of 53) 22 channels are integrated (out of 76) 17 blogs are integrated (out of 24)
  33. 33. Linking with corporate site 86 pages link (out of 97) 65 accounts link (out of 81) 58 pages link (out of 70) 40 pages linked (out of 53) 56 accounts link (out of 76)
  34. 34. Channel linking: ARM Holdings
  35. 35. Using content across channels 58 companies posting a range of media (accounts hold 99% of followers)
  36. 36. Mix of media on Twitter: Johnson Matthey
  37. 37. FTSE100 companies are investing inchannel customisation 75 accounts are customised 31 are highly customised 52 pages use vanity URLs 40 pages use apps, plugins or embedded video
  38. 38. Customisation: Burberry Group
  39. 39. Facebook apps: Shell
  40. 40. Facebook apps: Standard Chartered
  41. 41.   Share your images  Platform for promoting your content – but not a replacement for the corporate site
  42. 42.   Collect and categorise images – yours and those of others  Obvious for consumer brands  Experian has boards (collections of pins) promoting blog posts, white papers, employee testimonials, videos, interviews and industry trends
  43. 43.   Share presentations and documents  Follow other people/ companies  Others can embed your presentations  Promote your content – but doesn’t replace corporate site  Pro accounts: customisation, analytics, no ads, upload large videos, scheduling
  44. 44. Other channels on the horizon? Instagram Stocktwits Tumblr Storify Vine
  45. 45. Reason 02FTSE100 companies increasinglysee social media as a way to engagewith stakeholders
  46. 46. Active accounts attractthe majority of FTSE100 connections 51 active accounts had 99% of likes 62 active accounts held 95% of FTSE100 followers 71 active accounts with 99% of FTSE100 followers 68 active accounts attracted 99% of views
  47. 47. Growing realisation of the need tointeract with stakeholders 21 are open to comments (12 in 2011) 10 respond to comments (7 in 2011) 30 reply to wall posts (17 in 2011) 44 reply to direct queries (31 in 2011) 65 use #hashtags (48 in 2011) 65 have comments enabled (46 in 2011)
  48. 48. High engagement: Standard Life
  49. 49. High engagement: J Sainsbury
  50. 50. Companies are creating multiple accounts fordistinct stakeholder groups 53 have more than one LinkedIn page 49 have more than one Facebook page 32 have more than one Twitter account 28 companies have more than one corporate YouTube account 7 have more than one Google+ page
  51. 51. Multiple accounts: IHG
  52. 52. Targeted accounts: Schroders
  53. 53. More companies are curating and customisingcontent for different stakeholders 61 companies use playlists and hold 97% of views (33 in 2011) 16 blogs either use a wide variety of bloggers or the CEO
  54. 54. YouTube playlists: SABMiller   Playlists cover videos from executive interviews and financial results to sustainable development   Videos also hosted and categorised on corporate site
  55. 55. Variety of bloggers: ARM Holdings
  56. 56. Key corporate connectionsInvestors Potential employees  52% read blogs   32% of professionals use G+,  24% made investment decision Facebook, Twitter or LinkedIn after reading blog for work every day  30% use Twitter   High users are high flyers: 86% promoted recentlyThe media CR audiences  84% use SM for sourcing   Not homogenous – consumers,  28% of UK journalists say they investors, communities, can’t work without SM campaigners  Twitter most popular (80%)   Use SM to react, share, question, learn and campaign2012 Brunswick Investor Use of Digital and Social Media Survey; 2012 Cision Social Journalism; How socialtechnologies drive business success (Google/Millard Brown); A vision for the future of recruitment (ERE)
  57. 57. Banking: rank relative to the index average 32 27 19 16 14 1 Blog Facebook Google+ LinkedIn Twitter YouTube
  58. 58. Technology, Media and Telecoms:rank relative to the index average 24 17 15 8 8 6 Blog Facebook Google+ LinkedIn Twitter YouTube
  59. 59. Reason 03Social media attracts attentionduring a corporate crisis
  60. 60. Banking crises over 2012: no secret
  61. 61. Banking in spotlight for 2012Growth in interest in banking sectorversus average (2011 to 2012) 743% 558% 478% Facebook likes Twitter Followers Video Views Average % growth Banking % growth
  62. 62. Banking in spotlight for 2012Peaks in interest on Twitter STAN, 7 May Liverpool FC shirtsRBS, 21 JUN HSBC, 18 OCTComputer glitch DoS attack BARC, 28 JUL STAN, 6 AUG Libor scandal Illegal money launderingmonitor.wildfireapp.com (daily growth in followers on Twitter, 2012)
  63. 63. Multi-channel crisis comms: Tesco
  64. 64. FTSE100 companies are becomingmore sophisticated in the use ofmultiple channelsFTSE100 companies increasingly seesocial media as a way to engage withstakeholdersSocial media attracts attention duringa corporate crisis
  65. 65. Back in 5 minutes...
  66. 66. Questions to ask in 2013?
  67. 67. Your questions How should SM channels be used and why? Who is accessing social media content and how? Best to have an IR only account or corporate communications? What’s your view on Google+ as a corp comms tool What type of content suits each channel?Do Investors use Can we see examplesTwitter in their of how companies usedecision making? channels well?What medium is bestto use –Facebook / What stakeholderTwitter / LinkedIn? groups use these channels most? What do LinkedIn or What is recommended Responsive or Google+ offer me? number of tweets per week? broadcast only?
  68. 68. Our questions Why are you using social media? What specific things do you want to achieve? What kind of Who do you want experience do you to connect with? want them to have? How does all of this fit within your overall communications strategy?
  69. 69. Corporate reputation and social media you what you say how you say it what others say Company Marketing Media Customers Sector IR Channels Employees Brand CSR Language(s) Communities Heritage PR Tone of voice NGOs Products Recruitment Visual identity Analysts Services Lobbying Investors Markets Internal Suppliers Relationships Job-seekers
  70. 70. Corporate reputation and social media you what you say how you say it what others say Company Marketing Media Customers Sector IR Channels Employees Brand CSR Language(s) Communities Heritage PR Tone of voice NGOs Products Recruitment Visual identity Analysts Services Lobbying Investors Markets Internal Suppliers Relationships Job-seekers
  71. 71. Content isking (again)
  72. 72. What are you trying to communicate? React to events What’s happening?   Issues to watch Where are we vulnerable?   Issues to own What do we want to be  famous for?  Core company brand What do we mean?
  73. 73. What are your timeframes? Strategic time 5 years Reporting cycle 1 year Results cycle Quarterly News cycle Daily – Weekly – Monthly
  74. 74. Thank you…
  75. 75. Our next breakfast islate March:The FTSE100 onlineaudience index
  76. 76. Sector overview
  77. 77. Some questions1.  How can I cut through the noise in my sector?2.  Which channels are right for businesses in my sector?3.  Which channels are being underutilised in my sector?
  78. 78. Sector review1.  Banking2.  Basic Materials3.  Consumer Goods4.  Industrials5.  Insurance6.  Retail7.  Technology, Media and Telecommunications
  79. 79. Banking: rank relative to the index average 32 27 19 16 14 1 Blog Facebook Google+ LinkedIn Twitter YouTube
  80. 80. Basic Materials: rank relative to the index average Blog Facebook Google+ LinkedIn Twitter YouTube -3 -10 -14 -14 -15 -20
  81. 81. Consumer Goods: rank relative to the index average 1 Blog Facebook Google+ -1 LinkedIn -1 Twitter YouTube -3 -5 -6
  82. 82. Industrials: rank relative to the index average Blog Facebook Google+ LinkedIn Twitter YouTube -3 -5 -10 -11 -16 -20
  83. 83. Insurance: rank relative to the index average 6 5 Blog -2 Facebook Google+ LinkedIn Twitter YouTube -4 -6 -9
  84. 84. Retail: rank relative to the index average 31 31 29 24 3 0 Blog Facebook Google+ LinkedIn Twitter YouTube
  85. 85. Technology, Media and Telecoms:rank relative to the index average 24 17 15 8 8 6 Blog Facebook Google+ LinkedIn Twitter YouTube
  86. 86. Channel adoption by sector 100% 80% 60% 40% 20% 0% Dec-11 Dec-12
  87. 87. Some more examples
  88. 88. Example: Reckitt Benckiser   Careers focused blog   Linked to from corporate site   Highlights voices from around the business (‘someone like me’) – and guest bloggers   Blogger profiles, including translation options   Social media integration   Vote and share functionality   Integration with careers content: polls, game, video, job opportunities
  89. 89. Example: Unilever   Plays to channel strengths: what’s it like to work at Unilever?   Regularly updated   Goes beyond job listings – a multifaceted picture of the company   Social media integration – and a link to Glass Door
  90. 90. Not just about broadcast: BT and Compass   Shouldn’t just be about broadcast. Use Twitter (and associated monitoring tools) to follow and listen too
  91. 91. Thank you…

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