The Global Social Media Check-up Blogs

Transcription

1 The Global Social Media Check-up 2011 Blogs

2 Contents Methodology Twitter Fortune Global 100 Companies Use of: Facebook Twitter & Microblogs Facebook & Social Networks YouTube & Video Sharing Corporate Blogs Implications B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 2

3 Methodology The study s sample consisted of the companies on the 2010 Fortune Global 100 list. The sample breaks down as follows: 32 U.S. companies 47 European companies 18 Asia-Pacific companies 3 Latin American companies (Because of the small sample size, data from the three Latin American companies are included in the overall results, but this data is not broken out in the detailed analysis.) The study looked at the Fortune Global 100 s activities on Facebook, Twitter, YouTube, corporate blogs and other local microblogs and social networks around the globe. The results of this study are compared to last year s Burson-Marsteller Global Social Media Check-up 2010, which analyzed the social media presence of companies on the 2009 Fortune Global 100 list. Results from the Global Social Media Check-up 2011 study are charted in blue; results from last year s global study are charted in gray. While there was a slight shift from last year in the companies on the Fortune Global 100 list, this did not have a significant impact on results. Data was collected between November 2010 and January Active accounts were defined as those with at least one post in the past 3 months. Outliers have been noted. Data was collected by Burson-Marsteller s global research team. B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 3

4 The Majority of Fortune Global 100 Companies Use At Least One Social Media Platform There was a 6% increase in Fortune Global 100 companies participating on at least one social media platform, driven primarily by the 34% increase in Asian companies with social media accounts. Global Companies Using At Least One Social Media Platform B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 4

5 One-Quarter of Global Companies are Active on All Platforms Global Companies Using All Four Platforms There was a 25% increase in the number of companies using all four social media platforms studied. This growth was driven by increases in Asian companies (32% increase) and in the U.S. companies (21% increase). B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 5

6 Twitter Had Greatest Growth of the Four Social Media Platforms There was an 18% increase in Fortune Global 100 companies using Twitter, followed by a 14% growth in YouTube channels and a 13% growth in companies using Facebook pages. Twitter is emerging as the predominant social media platform used by corporations, although corporate Facebook pages have more likes than Twitter accounts have followers. Percent of Fortune Global 100 Companies With B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 6

7 The Number of Accounts Per Company on Each Social Media Platform Also Increased Number of Accounts Per Company on Each Social Network Regional/local offices and functional divisions added corporate accounts to share their specific communications with targeted stakeholders, which drove the increase in accounts per company. B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 7

8 Tweet! Tweet! Tweet! BURSON MARSTELLER EVIDENCE BASED COMMUNICATIONS 8

9 The Percent of Companies With Twitter Accounts Grew 18% The largest growth was in Asian corporate Twitter accounts (68% year-over-year increase). The proportion of U.S. companies with Twitter accounts remained flat. 83% of European corporations have Twitter accounts Percent of Companies with Twitter or Other Microblog* Accounts * For the purposes of this study, Twitter refers to the actual platform or other similar microblogging platforms. B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 9

10 The Companies Participating in Twitter Also Increased Their Number of Accounts 38% increase in the number of accounts per company on Twitter The average number of Twitter accounts per company increased from 4.2 accounts to 5.8 accounts. Average Number of Twitter Accounts Per Corporation on Twitter In Detail The number of accounts per company increased in the U.S. because of the large increase in IBM Twitter accounts (from 43 accounts in 2010 to 76 accounts in 2011) and Walmart (11 accounts 39 accounts). The same increase was demonstrated by many Asian companies (i.e., LG: 12 accounts 18 accounts, Sony: 5 accounts 16 accounts, and Nissan: 2 accounts 11 accounts.) B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 10

11 The Use of Mention Increased Dramatically Seventy-six percent more companies use mention to reference or direct tweets at other Twitter accounts. This suggests a much higher level of engagement by corporations, as they use Twitter to converse with others and not just push out their own messages. The highest growth was among European companies, with a 148% increase using mention. Percent of Accounts Mentions 67% of accounts use mention B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 11

12 Corporate Outreach on Twitter account is used primarily for customer service. Almost every tweet begins with mention responding to customers in need of technical support. GE account is used mostly for news and company updates, but it also responds to stakeholders comments and questions mentions. B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 12

13 Retweeting Also a Tool for Interacting on Twitter Fortune Global 100 companies were much more active retweeters in the past year (78% increase). Again, this growth in retweeting was led by European companies(117% increase) and Asian companies (121%). 62% of Asian corporate accounts retweet Percent of Accounts Retweeting 50% of European corporate accounts retweet B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 13

14 Number of Twitter Followers Increased Radically Across All Regions 5,076 average followers per account Average Number of Followers Per Account The average number of followers per corporate account increased by 241% in the last year. This growth in popularity was lead by Asian companies, which averaged an increase of 328%. In Detail The high average number of followers in Asia could be because many Asian corporations are in the electronics, entertainment and auto industries, which tend to lend themselves to more active social media participation due to active customer bases and the need for customer service. B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 14

15 Companies Follow More Accounts As the number of global Twitter accounts grew over the last year, the average number of accounts each corporate account follows rose by 154% globally. European corporate accounts showed the most growth (341%), while Asian corporate accounts on average follow the most accounts (2,635). 154% increase in number of accounts each account follows Average Number of Accounts that Each Corporate Account Follows B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 15

16 Most Twitter Accounts are Used to Keep Stakeholders Informed Percent of Accounts with Posts About General News/ Announcements/Updates Percent of Accounts with Posts About Promotions/Deals/Contests The majority of accounts focus on providing company news, updates and announcements to stakeholders. More than onequarter (28%) of corporate accounts are tweeting to consumers about deals or contests specifically related to their products and/or services. B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 16

17 News and Promotions via uses its Twitter accounts for contests and offers, as seen above, as well as for T Chats that allow them to interact with other Twitter uses Twitter for a variety of purposes, but most importantly for news and updates. B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 17

18 Twitter Accounts are Also Used for Customer Service and Career Information Percent of Accounts with Customer Service Tweets Percent of Accounts with Career Information and/ Or Jobs Posts in their Tweets Forty percent of corporate Twitter accounts engage stakeholders on customer service issues. Only one in 10 corporate accounts includes tweets with career information or job listings. B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 18

19 Corporations Use Twitter to Connect with mixes news and updates with customer service. The account often uses a casual, humorous tone to better connect with other Twitter users. account posts news about job openings, career advice and also seeks to answer the questions of prospective applicants. B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 19

20 Eight Out of Ten Companies are Talked About on Twitter 80% of companies are talked about on Twitter Percent of Companies Talked About on Twitter The number of companies being talked about on Twitter increased by 90% over the last year (driven by a 118% increase in Asian companies and a 106% increase in European companies). The sharp rise indicates that a company is being referenced by stakeholders tweets even if it is not on Twitter. B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 20

21 B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 21

22 The Percent of Corporations on Facebook Increased by 13 Percent Asian companies demonstrated the largest percent increase (25%) in Facebook use, driving a majority of the global growth. 13% increase in corporations on Facebook 61% of corporations have Facebook pages Corporations with Facebook (or Similar Social Network) Pages In Detail Out of the companies who were on the Fortune Global 100 both years, there was an 18% increase in corporate Facebook pages. B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 22

23 The Average Number of Facebook Pages Per Company Doubled Asian companies average 5.8 pages per company on Facebook Europe averages 2.8 pages per company on Facebook Number of Facebook Pages Per Company on Facebook U.S. companies showed a particularly large increase in number of Facebook pages per company (179%), while the average number of pages per company in Asia increased by only 18%. In Detail The large increase in the U.S. average Facebook pages per company is largely due to outliers Hewlett-Packard and Ford, with 51 and 23 corporate Facebook pages respectively. B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 23

24 Corporate Facebook Pages Demonstrated Large Gains in Likes The number of likes per Facebook page increased by 115% globally. Asian companies had the largest increase (406%), while European companies showed relatively no change over last year s average. 115% increase in Facebook likes 406% increase in Facebook likes on Asian companies pages Average Number of Likes Per Page B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 24

25 Companies More Actively Maintaining Facebook Pages 84% of pages have posts in last week 40% increase in pages updated in last week Eighty-four percent of Facebook pages had posts made by the companies within the last week, demonstrating that the majority of pages are actively updated. Percent of Pages with Posts in Last Week B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 25

26 Companies Interact with Stakeholders via Facebook Percent of Pages that Allowed Liker (Fans) Wall Posts Facebook fan pages allow administrators to select whether they would like for their visitors to be allowed to post on the page s wall. Globally, about three-quarters (74%) of pages allow for these posts. The U.S. companies led the way in Facebook interactivity, as 89% of pages allow posts from likers (fans), and 72% of pages respond to likers wall posts. Percent of Pages that Responded to Likers (Fans ) Wall Posts B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 26

27 Companies Use Facebook to Connect in Innovative Ways BNP Paribas has a Facebook page that is dedicated to a recruitment game that targets college students. Honda s Facebook page has posts from the company itself that get many likes and comments. What really sets it apart, however, is the posts it receives daily from the company s fans. B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 27

28 B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 28

29 The Percent of Companies with YouTube Channels While Asian companies increased their presence on YouTube by 26%, there was a slight decrease in the percent of U.S. companies using YouTube. Percent of Companies with YouTube Channels B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 29

30 Companies on YouTube Average 2.7 Channels Each The average number of YouTube channels per company on the video-sharing site grew mostly because of the 192% increase among U.S. companies. Average Number of YouTube Channels Per Company on YouTube In Detail The U.S. increase in YouTube channels per company was driven by IBM with 21 channels, GE with 12 channels and Ford with 10 channels. B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 30

31 Asian Companies Average the Greatest Number of Views on YouTube While each channel averages hundreds of thousands of views, Europe s channels lag behind those of Asia and the U.S. Average Number of Upload Views per YouTube Channel In Detail Asian companies include Sony, Toyota, Hyundai and others in the electronics, auto and entertainment industries that have a highly visual marketing component. It s not a surprise, then, that these YouTube channels have more views than others. B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 31

32 Companies Develop YouTube Pages that Reflect Their Unique Brands Walmart branded its YouTube channel so it looks like a part of the company s home page. Its videos are separated into categories that are meant to enhance and simplify viewers experiences. Toyota s YouTube channel also has a branded page and video categories. In particular, the How-Tos & Demos and Reviews & Specs sections provide customer service that could be useful to viewers. B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 32

33 RSS B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 33

34 There Was No Dramatic Gain in Corporate Blog Use Globally The percent of corporations with blogs increased by a negligible amount. Asian companies saw a 12% decrease in corporations with blogs, as many blogs became inactive. The U.S. companies saw the greatest increase (29%). European companies remained consistent, with slightly over one-quarter (28%) maintaining blogs. Percent of Companies with Blogs B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 34

35 Increase in Number of Blogs Among Companies with Blogs Number of Corporate Blogs Per Company that Blogs While the number of companies with blogs was steady, those who blog increased their use of the platform. The growth in the average number of blogs per company was driven by the 63% increase in the number of blogs hosted by U.S. companies. In Detail The large increase in the U.S. average is due to Hewlett-Packard s 83 blogs and IBM s 86 blogs. B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 35

36 Companies With Blogs Make Creative Use of the Platform China Mobile s blog highlights the company s thought leadership and research development. Posts are written by various individual members of the China Mobile Research Institute. Over time, the blog has attracted loyal readers who are interested in its niche themes. IBM is unique in that it has a database containing over 80 blogs penned by employees ( IBMers ). The blogs range in their scope and chosen topic, but they provide an informal way for employees to interact with stakeholders. B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 36

37 Implications Blogs B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 37

38 Companies Are Starting To Leverage Social Media as an Interactive Platform While the number of American and European companies participating in social media remained fairly flat over the past year, companies interactivity on social media increased dramatically across all regions. Companies are starting to get the sense of how to leverage social media to manage their brands and engage with stakeholders. Organizations are dedicating resources to better monitor and manage social media, and they are learning from other companies successful strategies. However, the Fortune Global 100 still have a long way to go. Too many companies are broadcasting news content and not listening to what stakeholders are saying about them online. B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 38

39 The Increase in Number of Social Media Accounts Per Company Allows Companies to Target Different Stakeholder Groups The number of accounts in each social medium grew, as regional/local offices and functional divisions added corporate accounts to target their audiences. Companies will continue to have multiple social media accounts, so having a hub that lists the many accounts and channels can help direct stakeholders to the account that best meets their interests. However, companies should integrate their social media efforts to avoid disparate messaging and keep brand consistency. B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 39

40 Twitter is the Most Widely Used Corporate Social Media Platform, But Facebook Leads With Likes (Followers) Twitter is the most widely used corporate social media platform. However, corporate Facebook pages have exponentially more likes (an average of 87,634) than Twitter accounts have followers (1,853). Twitter and Facebook websites have very different purposes. Twitter is growing quickly and is an excellent venue for companies to interact with stakeholders in real time. Facebook is effective for building communities among stakeholders. Companies must think strategically about their business and communication goals and use the right social medium for the appropriate purpose. B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 40

41 Stakeholders Demonstrate Increased Interest in Hearing from Companies The interaction between companies and their stakeholders on social media is driven as much by consumers as it is by the companies. Not only has corporate activity increased on social media, but the number of followers and likes increased substantially on corporate social media accounts. When companies deliver relevant content and listen and interact with stakeholders in a meaningful way, social media can be mutually beneficial for companies and customers. B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 41

42 Social Media Growth in Asia is Driven by Interest in Reaching Audiences Both at Home and Abroad Asian corporations were slower to join social media because of a perception that consumers only wanted to interact with peers and not companies on social networks. However, the sheer growth in the number of users of these platforms, particularly in audiences abroad, is changing this perception. Asian companies are using social media tools to reach Western stakeholders through Twitter and Facebook and to reach local audiences on sites such as Cyworld, Mixi and Sina. Asian companies are particularly comfortable with Twitter as they tend to be most focused on building short-term market share, using the tools for building awareness and reaching large numbers of people, as opposed to developing long term stakeholder engagement and loyalty. Asian companies will continue to grow their presence on social media because of the vast opportunity to connect with stakeholders both at home and abroad, as well as a keen ability to identify and emulate best social media practices. B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 42

43 Contacts Dallas Lawrence Managing Director of Digital Public Affairs Proof Integrated Communications T Dallas.Lawrence@bm.com Charlie Pownall Lead Digital Strategist, Asia-Pacific T charles.pownall@bm.com Daniel Jörg EMEA Digital Practice Lead T daniel.joerg@bm.com Cely Carmo Lead Digital Strategist, Latin America T cely.carmo@bm.com B U R S O N M A R S T E L L E R E V I D E N C E B A S E D C O M M U N I C A T I O N S 43