FTSE100 Social Media Index 2013

FTSE100 Social Media Index 2013

George Butler Cathal Smyth

15 February 2013

We help organisations to connect, inform, understand and influence the people who matter to them

Delivering enhanced corporate reputation and competitive advantage

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Scoring is based on a balance of qualitative and quantitative data

The FTSE100 social media index

2009 2009

2013 2013 2013

2009 2013 2009 2013

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

What’s on the menu?

1. Main findings 2. Three reasons why

social media became important in 2012

3. Questions to ask in 2013

#ftse100smi GroupFriends

Main findings

In 2012 social media connections with FTSE100 companies doubled

38.5m people now like, follow, +1'd or subscribe to FTSE100 companies

5 companies with over 100k followers

Accounts attract a huge following

7 companies with over 1m fans

13 companies with over 1m views

10 companies with over 100k followers

15,099 followers (6,773 in 2011)

Average numbers are rising fast

Adjusted to remove outliers

181,585 fans (72,850 in 2011)

37,807 followers (14,392 in 2011)

811,523 views (623,690 in 2011)

People who read a blog on a corporate site look at 11 more pages and spend 8 minutes longer per visit than average

Gaia Insight, 2012

Good practice  Expand on key

messages  Provide different

take from corporate statements

 Contributors from across the business deliver authentic perspectives

Number of corporate blogs doubles over 2012

But still only 24 FTSE companies have a corporate blog

Over half of Britons check Facebook at least once a day

Exacttarget.com, 2012

Big increase in followers for those that communicate regularly

Good practice  Build engaging and

evolving user profile  Use Facebook for

campaign communications

Half of the FTSE100 not using the channel at all

4 out of 5 British professionals are now on LinkedIn

LinkedIn, 2012

Largest percentage increase in followers 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

Nearly all use it – but many company pages are not active

More than 10m active users in the UK

Twitter, 2012

The channel that’s most actively used by 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

The channel that’s most actively used by FTSE100 companies

Over 4 billion hours of video are watched each month

YouTube, 2012

Huge increase in video views over 2012

Good practice  Create sharable

content  Create content

regularly  Use playlists to

frame content

FTSE100 companies continue to adopt this channel

4.6m connections with FTSE100 companies

  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)

Only 10 active accounts

Example: ARM Holdings

Three reasons why social media became important in 2012

Reason 01

FTSE100 companies are becoming more sophisticated in the use of multiple channels

68% adoption of social media accounts by FTSE companies

Up from 46% in 2011 Four sectors now are over 80%

21 pages are integrated (out of 97)



22 channels are integrated (out of 76)

17 blogs are integrated (out of 24)

Linking with rest of social media

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)

Linking with corporate site

Channel linking: ARM Holdings

58 companies posting a range of media (accounts hold 99% of followers)

Using content across channels

Mix of media on Twitter: Johnson Matthey

75 accounts are customised 31 are highly customised

52 pages use vanity URLs 40 pages use apps, plugins or embedded video

FTSE100 companies are investing in channel customisation

Customisation: Burberry Group

Facebook apps: Shell

Facebook apps: Standard Chartered

 Share your images

 Platform for promoting your content – but not a replacement for the corporate site

 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

 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

Other channels on the horizon?

Storify Tumblr

Vine

Instagram Stocktwits

Reason 02

FTSE100 companies increasingly see social media as a way to engage with stakeholders

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

Active accounts attract the majority of FTSE100 connections

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)

Growing realisation of the need to interact with stakeholders

High engagement: Standard Life

High engagement: J Sainsbury

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

Companies are creating multiple accounts for distinct stakeholder groups

Multiple accounts: IHG

Targeted accounts: Schroders

61 companies use playlists and hold 97% of views (33 in 2011)

16 blogs either use a wide variety of bloggers or the CEO

More companies are curating and customising content for different stakeholders

YouTube playlists: SABMiller

 Playlists cover videos from executive interviews and financial results to sustainable development

 Videos also hosted and categorised on corporate site

Variety of bloggers: ARM Holdings

Key corporate connections

Investors   52% read blogs   24% made investment decision

after reading blog   30% use Twitter

The media   84% use SM for sourcing   28% of UK journalists say they

can’t work without SM   Twitter most popular (80%)

CR audiences  Not homogenous – consumers,

investors, communities, campaigners

 Use SM to react, share, question, learn and campaign

Potential employees   32% of professionals use G+,

Facebook, Twitter or LinkedIn for work every day

 High users are high flyers: 86% promoted recently

2012 Brunswick Investor Use of Digital and Social Media Survey; 2012 Cision Social Journalism; How social technologies drive business success (Google/Millard Brown); A vision for the future of recruitment (ERE)

Banking: rank relative to the index average

1

27

14

32

19 16

Blog Facebook Google+ LinkedIn Twitter YouTube

Technology, Media and Telecoms: rank relative to the index average

8 6

17 15

24

8


Reason 03

Social media attracts attention during a corporate crisis

Banking crises over 2012: no secret

Growth in interest in banking sector versus average (2011 to 2012)

Banking in spotlight for 2012

478%

558%

743%

Facebook likes Twitter Followers Video Views

Average % growth Banking % growth

Banking in spotlight for 2012 Peaks in interest on Twitter

monitor.wildfireapp.com (daily growth in followers on Twitter, 2012)

STAN, 6 AUG Illegal money laundering

RBS, 21 JUN Computer glitch

HSBC, 18 OCT DoS attack

BARC, 28 JUL Libor scandal

STAN, 7 May Liverpool FC shirts

Multi-channel crisis comms: Tesco

FTSE100 companies are becoming more sophisticated in the use of multiple channels

FTSE100 companies increasingly see social media as a way to engage with stakeholders

Social media attracts attention during a corporate crisis

Back in 5 minutes...

Questions to ask in 2013?

Your questions

What stakeholder groups use these channels most?

What’s your view on Google+ as a corp comms tool

Can we see examples of how companies use channels well?

Do Investors use Twitter in their decision making?

What medium is best to use –Facebook / Twitter / LinkedIn?

Best to have an IR only account or corporate communications?

Responsive or broadcast only?

What do LinkedIn or Google+ offer me?

What type of content suits each channel?

What is recommended number of tweets per week?

How should SM channels be used and why?

Who is accessing social media content and how?

Our questions

Why are you using social media?

What kind of experience do you want them to have?

Who do you want to connect with?

What specific things do you want to achieve?

How does all of this fit within your overall communications strategy?

how you say it

Media Channels Language(s) Tone of voice Visual identity

what you say

Marketing IR CSR PR Recruitment Lobbying Internal

Corporate reputation and social media

what others say

Customers Employees Communities NGOs Analysts Investors Suppliers Job-seekers

you

Company Sector Brand Heritage Products Services Markets Relationships

how you say it

Media Channels Language(s) Tone of voice Visual identity

what you say

Marketing IR CSR PR Recruitment Lobbying Internal

Corporate reputation and social media

what others say

Customers Employees Communities NGOs Analysts Investors Suppliers Job-seekers

how you say it what you say you

Company Sector Brand Heritage Products Services Markets Relationships

Content is king (again)

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?

What are your timeframes?

Strategic time 5 years

Reporting cycle 1 year

Results cycle Quarterly

News cycle Daily – Weekly – Monthly

Thank you…

Our next breakfast is late March:

The FTSE100 online audience index

Sector overview

1.  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?

Some questions

1.  Banking 2.  Basic Materials 3.  Consumer Goods 4.  Industrials 5.  Insurance 6.  Retail 7.  Technology, Media and

Telecommunications

Sector review

Banking: rank relative to the index average

1

27

14

32

19 16


Basic Materials: rank relative to the index average

-3

-14 -14

-10

-20

-15


Consumer Goods: rank relative to the index average

1

-5 -6

-1 -1 -3


Industrials: rank relative to the index average

-3

-11

-5

-10

-20

-16


Insurance: rank relative to the index average

-2

6

-4 -6

-9

5


Retail: rank relative to the index average

0

31

24

3

31 29


Technology, Media and Telecoms: rank relative to the index average

8 6

17 15

24

8


Channel adoption by sector

0%

20%

40%

60%

80%

100%

Dec-11 Dec-12

Some more examples

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

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

Not just about broadcast: BT and Compass

  Shouldn’t just be about broadcast. Use Twitter (and associated monitoring tools) to follow and listen too

Thank you…

FTSE100 Social Media Index 2013

Business

Transcript of FTSE100 Social Media Index 2013