Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social Media and reputation: what you can learn from big companies

613 views

Published on

A presentation we made for Project DigitISE, who hosted 'Get the Digital Edge', a series of workshops and seminars for University of Westminster students exploring digital literacy skills and employability.

We look at what online reputation is, why it matters, and how social media can affect it. By examining these questions in the light of FTSE100 activity on social media channels, we ask what it means for the individual.

Published in: Investor Relations
  • Be the first to comment

Social Media and reputation: what you can learn from big companies

  1. 1. Project DigitISESocial media and reputation:what you can learn from bigcompaniesAndrew Rigby, Senior Consultant at The Group21 March 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. 367 awards21 years24 clients Digital Agency Of The Year 2012 Digital Impact Awards Tesco – Best corporate web site Tesco – Best online annual report 2012 ARC Awards and iNOVA Grand Prix Prudential – Best online annual report 2012 + 2011 IR Best Practice Awards British Land – Best Corp Web site 2011 Digital Impact Awards Centrica – Best Corp Web site 2011 CorpComms Awards SABMiller – Best corporate web site
  5. 5. What’s on themenu?1. Why do companies use social media?2. How do companies use social media?As we go along, we’lllook at what this mightmean for you
  6. 6. Why are large companies usingsocial media?
  7. 7. What is reputation?
  8. 8. What Is Reputation? You don’t own or control perceptions of others Reputation is a perception of character Image is the view of the organisation held by external stakeholders Identity is the view of the organisation held by internal stakeholders Reputation is the sum total of image and identitySource: Henley Business School
  9. 9. The SPIRIT™ ModelWhat Henley Business school found: Awareness is not enough Satisfaction is not enough Its BEHAVIOUR that counts! 9
  10. 10. Why does reputation matter?
  11. 11. Institutional investors stated that:“company web sites have asubstantial impact on theirattitudes towards a companyand its stock”Research by Rivel
  12. 12. ...OK – but how does this relateto social media?
  13. 13. 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
  14. 14. 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
  15. 15. Content isking (again)
  16. 16. People want to engage on socialmedia
  17. 17. 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)
  18. 18. The FTSE100 social media index 2009 2009 2009 2009 2013 2013 2013 2013 2013Scoring is based on a balance of qualitative andquantitative datahttp://www.the-group.net/336-social-media-index
  19. 19. In 2012 social mediaconnections with FTSE100companies doubled38.5m people now like,follow, +1d or subscribe toFTSE100 companies
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. Social media attracts attentionduring big events
  24. 24. Banking crises over 2012: no secret
  25. 25. 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
  26. 26. 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)
  27. 27. How are companies using socialmedia?
  28. 28. 4 steps Monitor Claim Broadcast Engage
  29. 29. 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)
  30. 30. 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)
  31. 31. Channel linking: ARM Holdings
  32. 32. Mix of media on Twitter: Johnson Matthey
  33. 33. Customisation: Burberry Group
  34. 34. Facebook apps: Shell
  35. 35.  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
  36. 36. High engagement: Standard Life
  37. 37. 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
  38. 38. Multiple accounts: IHG
  39. 39. Multi-channel crisis comms: Tesco
  40. 40. What about employees?
  41. 41. Internal policies
  42. 42. Don’t jump in
  43. 43. Be an ambassador, not a spokesman
  44. 44. Thank you…
  45. 45. Thank you…www.the-group.net/blog@GroupFriends@GroupConsultingandrew.rigby@the–group.net@RigbyAT

×