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The Global Social Media Check-up 2011
#BMGlobalSocial
Contents




           Twitter

                                                   Methodology
                         Facebook




                                                   Fortune Global 100 Companies’ Use of:
                                                          Twitter & Microblogs
                                                          Facebook & Social Networks
                                                          YouTube & Video Sharing
                                                          Corporate Blogs



                                                   Implications




                     BURSON–MARSTELLER   EVIDENCE–BASED   COMMUNICATIONS     2
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 2011.
• “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.

                                     BURSON–MARSTELLER               EVIDENCE–BASED           COMMUNICATIONS              3
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
                                                   Global Companies Using At Least One Social Media Platform
media accounts.




                  BURSON–MARSTELLER   EVIDENCE–BASED   COMMUNICATIONS       4
One-Quarter of Global Companies are Active on All 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
     Global Companies Using All Four Platforms
                                                              Asian companies (32%
                                                              increase) and in the U.S.
                                                              companies (21% increase).




                           BURSON–MARSTELLER     EVIDENCE–BASED   COMMUNICATIONS   5
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
                                                        Percent of Fortune Global 100 Companies With…
 the predominant social media
 platform used by corporations,
 although corporate Facebook
 pages have more “likes” than
 Twitter accounts have
 “followers.”



                  BURSON–MARSTELLER   EVIDENCE–BASED   COMMUNICATIONS       6
The Number of Accounts Per Company on Each Social Media Platform
Also Increased




                                                                     Regional/local offices and
                                                                     functional divisions added
                                                                     corporate accounts to share their
                                                                     specific communications with
                                                                     targeted stakeholders, which
 Number of Accounts Per Company on Each Social Network
                                                                     drove the increase in accounts
                                                                     per company.




                             BURSON–MARSTELLER           EVIDENCE–BASED   COMMUNICATIONS   7
Tweet !                   Tweet !




                                          Tweet !




BURSON–MARSTELLER   EVIDENCE–BASED   COMMUNICATIONS   8
The Percent of Companies With Twitter Accounts Grew 18%




  The largest growth was in
                                                                                      83%
  Asian corporate Twitter                                                        of European corporations
                                                                                  have Twitter accounts

  accounts (68% year-over-year
  increase). The proportion of
  U.S. companies with Twitter
  accounts remained flat.
                                                 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.

                 BURSON–MARSTELLER   EVIDENCE–BASED      COMMUNICATIONS                  9
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.)



                               BURSON–MARSTELLER         EVIDENCE–BASED   COMMUNICATIONS      10
The Use of the “@” Mention Increased Dramatically




 Seventy-six percent more
                                                                                                  67%
                                                                                                  of accounts use
                                                                                                  the @ mention

 companies use the “@” 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                         Percent of Accounts Using @ Mentions

 others and not just push out
 their own messages. The highest
 growth was among European
 companies, with a 148% increase
 using the “@” mention.



                 BURSON–MARSTELLER   EVIDENCE–BASED   COMMUNICATIONS      11
Corporate Outreach on Twitter




              The @Samsungservice account
                                                                               GE’s @ecomagination account
          is used primarily for customer service.                         is used mostly for news and company
            Almost every tweet begins with an                                 updates, but it also responds to
                  @ mention responding                                   stakeholders’ comments and questions
                  to customers in need of                                            via @ mentions.
                     technical support.




                   BURSON–MARSTELLER         EVIDENCE–BASED   COMMUNICATIONS   12
Retweeting Also a Tool for Interacting on Twitter




                                               62%                                                    50%
                                                                                                   of European corporate

Fortune Global 100 companies                 of Asian corporate
                                             accounts retweet
                                                                                                      accounts retweet



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                                     Percent of Accounts Retweeting

(121%).




                BURSON–MARSTELLER   EVIDENCE–BASED      COMMUNICATIONS       13
Number of Twitter Followers Increased Radically Across All Regions



  5,076
  average 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%.
       Average Number of Followers Per Account

                                                                    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.




                           BURSON–MARSTELLER     EVIDENCE–BASED   COMMUNICATIONS     14
Companies Follow More Accounts




As the number of global
Twitter accounts grew over
                                                                        154%
                                                                      increase in number of
                                                                      accounts each account
                                                                             follows
the last year, the average
number of accounts each
corporate account follows
rose by 154% globally.
European corporate accounts                    Average Number of Accounts that Each Corporate Account Follows

showed the most growth
(341%), while Asian corporate
accounts on average follow
the most accounts (2,635).




                BURSON–MARSTELLER   EVIDENCE–BASED   COMMUNICATIONS        15
Most Twitter Accounts are Used to Keep Stakeholders Informed


      Percent of Accounts with Posts About General News/
                   Announcements/Updates



                                                                      The majority of accounts focus
                                                                      on providing company news,
                                                                      updates and announcements to
                                                                      stakeholders. More than one-
                                                                      quarter (28%) of corporate
                                                                      accounts are tweeting to
Percent of Accounts with Posts About Promotions/Deals/Contests        consumers about deals or contests
                                                                      specifically related to their
                                                                      products and/or services.




                                BURSON–MARSTELLER          EVIDENCE–BASED   COMMUNICATIONS   16
News and Promotions via Twitter




             @CreditAgricole uses its Twitter
           accounts for contests and offers, as                            @BoeingCorporate uses Twitter
           seen above, as well as for “T’Chats”                           for a variety of purposes, but most
             that allow them to interact with                             importantly for news and updates.
                    other Twitter users.




                   BURSON–MARSTELLER         EVIDENCE–BASED   COMMUNICATIONS   17
Twitter Accounts are Also Used for Customer Service and Career Information


   Percent of Accounts with Customer Service Tweets



                                                                   Forty percent of corporate
                                                                   Twitter accounts engage
                                                                   stakeholders on customer
                                                                   service issues. Only one in 10
                                                                   corporate accounts includes
                                                                   tweets with career information
   Percent of Accounts with Career Information and/
              Or Jobs Posts in their Tweets
                                                                   or job listings.




                            BURSON–MARSTELLER         EVIDENCE–BASED   COMMUNICATIONS   18
Corporations Use Twitter to Connect with Stakeholders




              @INGDIRECT mixes news and
             updates with customer service.                            The @LGD_recruit account posts news
            The account often uses a casual,                           about job openings, career advice and
            humorous tone to better connect                              also seeks to answer the questions
               with other Twitter users.                                      of prospective applicants.




                  BURSON–MARSTELLER        EVIDENCE–BASED   COMMUNICATIONS   19
Eight Out of Ten Companies are Talked About on Twitter




                80%
            of companies are 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
   Percent of Companies Talked About on Twitter                 European companies). The
                                                                sharp rise indicates that a
                                                                company is being referenced
                                                                by stakeholders’ tweets even
                                                                if it is not on Twitter.




                               BURSON–MARSTELLER   EVIDENCE–BASED   COMMUNICATIONS   20
BURSON–MARSTELLER   EVIDENCE–BASED   COMMUNICATIONS   21
The Percent of Corporations on Facebook Increased by 13 Percent




Asian companies demonstrated
                                                                         13%
                                                                          increase in
                                                                            corporations on
the largest percent increase                                                    Facebook


(25%) in Facebook use,
driving a majority of the                                                                  61%
global growth.                                                                        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.




                         BURSON–MARSTELLER    EVIDENCE–BASED   COMMUNICATIONS         22
The Average Number of Facebook Pages Per Company Doubled




                 Asian companies average
                 5.8 pages per company                          U.S. companies showed a
                     on Facebook
                                                                particularly large increase in
                                                                number of Facebook pages per
                       Europe averages
                          2.8 pages per
                            company on
                                                                company (179%), while the
                                 Facebook
                                                                average number of pages per
                                                                company in Asia increased
 Number of Facebook Pages Per Company on Facebook
                                                                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.




                           BURSON–MARSTELLER        EVIDENCE–BASED   COMMUNICATIONS      23
Corporate Facebook Pages Demonstrated Large Gains in “Likes”




The number of “likes” per                                     115%
                                                               increase in
                                                                Facebook likes
Facebook page increased by
115% globally. Asian companies
had the largest increase (406%),                                 406%
                                                             increase in Facebook
                                                                  likes on Asian
while European companies                                         companies’ pages


showed relatively no change
over last year’s average.                                 Average Number of “Likes” Per Page




                BURSON–MARSTELLER   EVIDENCE–BASED   COMMUNICATIONS      24
Companies More Actively Maintaining Facebook Pages




                                                           Eighty-four percent of
                 84%
          of pages have posts
                in last week
                                                           Facebook pages had posts
                                                           made by the companies within
                           40% in
                            increase
                                                           the last week, demonstrating
                            pages updated
                              in last week                 that the majority of pages are
                                                           actively updated.
    Percent of Pages with Posts in Last Week




                         BURSON–MARSTELLER     EVIDENCE–BASED   COMMUNICATIONS   25
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.                  Percent of Pages that Responded to “Likers” (Fans’) Wall Posts

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.



                 BURSON–MARSTELLER   EVIDENCE–BASED   COMMUNICATIONS          26
Companies Use Facebook to Connect in Innovative Ways




                                                           Honda’s Facebook page has posts from
        BNP Paribas has a Facebook page that is           the company itself that get many “likes”
         dedicated to a recruitment game that             and comments. What really sets it apart,
               targets college students.                 however, is the posts it receives daily from
                                                                    the company’s fans.




                    BURSON–MARSTELLER        EVIDENCE–BASED   COMMUNICATIONS        27
BURSON–MARSTELLER   EVIDENCE–BASED   COMMUNICATIONS   28
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




               BURSON–MARSTELLER   EVIDENCE–BASED   COMMUNICATIONS      29
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.




                             BURSON–MARSTELLER        EVIDENCE–BASED   COMMUNICATIONS      30
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.




                           BURSON–MARSTELLER     EVIDENCE–BASED   COMMUNICATIONS        31
Companies Develop YouTube Pages that Reflect Their Unique Brands



Walmart branded its YouTube channel so it looks like               Toyota’s YouTube channel also has a branded page and video
 a part of the company’s home page. Its videos are                    categories. In particular, the “How-Tos & Demos” and
separated into categories that are meant to enhance                 “Reviews & Specs” sections provide customer service that
          and simplify viewers’ experiences.                                        could be useful to viewers.




                           BURSON–MARSTELLER           EVIDENCE–BASED   COMMUNICATIONS       32
RSS




      BURSON–MARSTELLER   EVIDENCE–BASED   COMMUNICATIONS   33
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                                 Percent of Companies with Blogs

greatest increase (29%).
European companies remained
consistent, with slightly over
one-quarter (28%) maintaining
blogs.



                BURSON–MARSTELLER   EVIDENCE–BASED   COMMUNICATIONS    34
Increase in Number of Blogs Among Companies with 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%
 Number of Corporate Blogs Per Company that Blogs
                                                                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.




                          BURSON–MARSTELLER         EVIDENCE–BASED   COMMUNICATIONS       35
Companies With Blogs Make Creative Use of the Platform



    China Mobile’s blog highlights the company’s thought
                                                                            IBM is unique in that it has a database containing
 leadership and research development. Posts are written by
                                                                       over 80 blogs penned by employees (“IBMers”). The blogs
  various individual members of the China Mobile Research
                                                                         range in their scope and chosen topic, but they provide
Institute. Over time, the blog has attracted loyal readers who
                                                                      an informal way for employees to interact with stakeholders.
              are interested in its niche themes.




                                BURSON–MARSTELLER         EVIDENCE–BASED   COMMUNICATIONS        36
Implications




                                                                Blogs




               BURSON–MARSTELLER   EVIDENCE–BASED   COMMUNICATIONS   37
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.




                         BURSON–MARSTELLER   EVIDENCE–BASED   COMMUNICATIONS   38
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.




               BURSON–MARSTELLER   EVIDENCE–BASED   COMMUNICATIONS   39
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 87,979) than Twitter accounts
have followers (5,076).

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
                                                                         The Fortune
among stakeholders.                                                   Global 100 Use Me
                                                                          the Most!
Companies must think strategically about their
business and communication goals and use
the right social medium for the
appropriate purpose.




                        BURSON–MARSTELLER   EVIDENCE–BASED   COMMUNICATIONS   40
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.




               BURSON–MARSTELLER   EVIDENCE–BASED   COMMUNICATIONS   41
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.

                           BURSON–MARSTELLER        EVIDENCE–BASED   COMMUNICATIONS   42
Contacts


           Dallas Lawrence
                                                                          Charlie Pownall
           Managing Director of Digital Public
           Affairs                                                        Lead Digital Strategist , Asia-Pacific
           Proof Integrated Communications                                T 65 6671 3272
           T 202 530 4615                                                 charles.pownall@bm.com
           Dallas.Lawrence@bm.com                                         www.twitter.com/cpownall
           www.twitter.com/dallaslawrence




                 Daniel Jörg                                                    Cely Carmo
                 EMEA Digital Practice Lead                                     Lead Digital Strategist, Latin America
                 T 41 31 356 7362                                               T 55 11 3094 2256
                 daniel.joerg@bm.com                                            cely.carmo@bm.com
                 www.twitter.com/danieljoerg                                    http://meadiciona.com/bmdigitalbrasil




                     BURSON–MARSTELLER           EVIDENCE–BASED   COMMUNICATIONS     43

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Burson-Marsteller 2011 Global Social Media Check-up

  • 1. Blogs The Global Social Media Check-up 2011 #BMGlobalSocial
  • 2. Contents Twitter Methodology Facebook Fortune Global 100 Companies’ Use of: Twitter & Microblogs Facebook & Social Networks YouTube & Video Sharing Corporate Blogs Implications BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 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 2011. • “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. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 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 Global Companies Using At Least One Social Media Platform media accounts. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 4
  • 5. One-Quarter of Global Companies are Active on All 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 Global Companies Using All Four Platforms Asian companies (32% increase) and in the U.S. companies (21% increase). BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 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 Percent of Fortune Global 100 Companies With… the predominant social media platform used by corporations, although corporate Facebook pages have more “likes” than Twitter accounts have “followers.” BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 6
  • 7. The Number of Accounts Per Company on Each Social Media Platform Also Increased Regional/local offices and functional divisions added corporate accounts to share their specific communications with targeted stakeholders, which Number of Accounts Per Company on Each Social Network drove the increase in accounts per company. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 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 83% Asian corporate Twitter of European corporations have Twitter accounts accounts (68% year-over-year increase). The proportion of U.S. companies with Twitter accounts remained flat. 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. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 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.) BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 10
  • 11. The Use of the “@” Mention Increased Dramatically Seventy-six percent more 67% of accounts use the @ mention companies use the “@” 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 Percent of Accounts Using @ Mentions others and not just push out their own messages. The highest growth was among European companies, with a 148% increase using the “@” mention. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 11
  • 12. Corporate Outreach on Twitter The @Samsungservice account GE’s @ecomagination account is used primarily for customer service. is used mostly for news and company Almost every tweet begins with an updates, but it also responds to @ mention responding stakeholders’ comments and questions to customers in need of via @ mentions. technical support. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 12
  • 13. Retweeting Also a Tool for Interacting on Twitter 62% 50% of European corporate Fortune Global 100 companies of Asian corporate accounts retweet accounts retweet 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 Percent of Accounts Retweeting (121%). BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 13
  • 14. Number of Twitter Followers Increased Radically Across All Regions 5,076 average 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%. Average Number of Followers Per Account 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. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 14
  • 15. Companies Follow More Accounts As the number of global Twitter accounts grew over 154% increase in number of accounts each account follows the last year, the average number of accounts each corporate account follows rose by 154% globally. European corporate accounts Average Number of Accounts that Each Corporate Account Follows showed the most growth (341%), while Asian corporate accounts on average follow the most accounts (2,635). BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 15
  • 16. Most Twitter Accounts are Used to Keep Stakeholders Informed Percent of Accounts with Posts About General News/ Announcements/Updates The majority of accounts focus on providing company news, updates and announcements to stakeholders. More than one- quarter (28%) of corporate accounts are tweeting to Percent of Accounts with Posts About Promotions/Deals/Contests consumers about deals or contests specifically related to their products and/or services. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 16
  • 17. News and Promotions via Twitter @CreditAgricole uses its Twitter accounts for contests and offers, as @BoeingCorporate uses Twitter seen above, as well as for “T’Chats” for a variety of purposes, but most that allow them to interact with importantly for news and updates. other Twitter users. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 17
  • 18. Twitter Accounts are Also Used for Customer Service and Career Information Percent of Accounts with Customer Service Tweets Forty percent of corporate Twitter accounts engage stakeholders on customer service issues. Only one in 10 corporate accounts includes tweets with career information Percent of Accounts with Career Information and/ Or Jobs Posts in their Tweets or job listings. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 18
  • 19. Corporations Use Twitter to Connect with Stakeholders @INGDIRECT mixes news and updates with customer service. The @LGD_recruit account posts news The account often uses a casual, about job openings, career advice and humorous tone to better connect also seeks to answer the questions with other Twitter users. of prospective applicants. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 19
  • 20. Eight Out of Ten Companies are Talked About on Twitter 80% of companies are 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 Percent of Companies Talked About on Twitter European companies). The sharp rise indicates that a company is being referenced by stakeholders’ tweets even if it is not on Twitter. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 20
  • 21. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 21
  • 22. The Percent of Corporations on Facebook Increased by 13 Percent Asian companies demonstrated 13% increase in corporations on the largest percent increase Facebook (25%) in Facebook use, driving a majority of the 61% global growth. 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. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 22
  • 23. The Average Number of Facebook Pages Per Company Doubled Asian companies average 5.8 pages per company U.S. companies showed a on Facebook particularly large increase in number of Facebook pages per Europe averages 2.8 pages per company on company (179%), while the Facebook average number of pages per company in Asia increased Number of Facebook Pages Per Company on Facebook 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. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 23
  • 24. Corporate Facebook Pages Demonstrated Large Gains in “Likes” The number of “likes” per 115% increase in Facebook likes Facebook page increased by 115% globally. Asian companies had the largest increase (406%), 406% increase in Facebook likes on Asian while European companies companies’ pages showed relatively no change over last year’s average. Average Number of “Likes” Per Page BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 24
  • 25. Companies More Actively Maintaining Facebook Pages Eighty-four percent of 84% of pages have posts in last week Facebook pages had posts made by the companies within 40% in increase the last week, demonstrating pages updated in last week that the majority of pages are actively updated. Percent of Pages with Posts in Last Week BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 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. Percent of Pages that Responded to “Likers” (Fans’) Wall Posts 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. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 26
  • 27. Companies Use Facebook to Connect in Innovative Ways Honda’s Facebook page has posts from BNP Paribas has a Facebook page that is the company itself that get many “likes” dedicated to a recruitment game that and comments. What really sets it apart, targets college students. however, is the posts it receives daily from the company’s fans. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 27
  • 28. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 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 BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 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. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 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. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 31
  • 32. Companies Develop YouTube Pages that Reflect Their Unique Brands Walmart branded its YouTube channel so it looks like Toyota’s YouTube channel also has a branded page and video a part of the company’s home page. Its videos are categories. In particular, the “How-Tos & Demos” and separated into categories that are meant to enhance “Reviews & Specs” sections provide customer service that and simplify viewers’ experiences. could be useful to viewers. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 32
  • 33. RSS BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 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 Percent of Companies with Blogs greatest increase (29%). European companies remained consistent, with slightly over one-quarter (28%) maintaining blogs. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 34
  • 35. Increase in Number of Blogs Among Companies with 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% Number of Corporate Blogs Per Company that Blogs 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. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 35
  • 36. Companies With Blogs Make Creative Use of the Platform China Mobile’s blog highlights the company’s thought IBM is unique in that it has a database containing leadership and research development. Posts are written by over 80 blogs penned by employees (“IBMers”). The blogs various individual members of the China Mobile Research range in their scope and chosen topic, but they provide Institute. Over time, the blog has attracted loyal readers who an informal way for employees to interact with stakeholders. are interested in its niche themes. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 36
  • 37. Implications Blogs BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 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. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 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. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 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 87,979) than Twitter accounts have followers (5,076). 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 The Fortune among stakeholders. Global 100 Use Me the Most! Companies must think strategically about their business and communication goals and use the right social medium for the appropriate purpose. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 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. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 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. BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 42
  • 43. Contacts Dallas Lawrence Charlie Pownall Managing Director of Digital Public Affairs Lead Digital Strategist , Asia-Pacific Proof Integrated Communications T 65 6671 3272 T 202 530 4615 charles.pownall@bm.com Dallas.Lawrence@bm.com www.twitter.com/cpownall www.twitter.com/dallaslawrence Daniel Jörg Cely Carmo EMEA Digital Practice Lead Lead Digital Strategist, Latin America T 41 31 356 7362 T 55 11 3094 2256 daniel.joerg@bm.com cely.carmo@bm.com www.twitter.com/danieljoerg http://meadiciona.com/bmdigitalbrasil BURSON–MARSTELLER EVIDENCE–BASED COMMUNICATIONS 43