B-M Social Media Check-Up

8/9/2019 B-M Social Media Check-Up

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Social Media Check-up Research and Tool:Burson-Marsteller Evidence-Based Communications


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Burson-Marsteller Evidence-Based Communications2

Frn flummigt Webb 2.0 till daglig interaktion!

Vren 2008 brjade alla prata om Webb 2.0 men mycket f frstod d p vilket stt det skulle pverka vrt stt

att kommunicera och kanske framfr allt interagera med kunder och samhlle. Sedan dess har ett antal earlyadopters vant oss vid att kunna kommentera, delta i och framfr allt knna att vi pverkar utvecklingen av

produkter och tjnster. Fler och fler anvnder ntverkstjnster som Facebook eller YouTube och verktyg som

bloggar samt Twitter. En del r mycket entusiastiska, andra r skeptiska. Fr att bttre frst hur det fungerar

har Burson-Marsteller gjort en studie av lget och introducerar samtidigt ett verktyg som kan hjlpa vra kunder

med strategiskt, socialt ntverkande. I det fljande presenterar vi resultatet av studien samt hur vrt Check-Up

verktyg fungerar. Kontakta oss grna om Du har frgor eller vill ha hjlp att bttre frst och anvnda sociala

medier.

Stockholm den 25 mars 2010

Petra von Rohr, VD

Burson-Marsteller Sverige


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Burson-Marsteller Evidence-Based Communications

Methodology

The sample was the companies on the Fortune Global 100 list. The

sample breaks down as follows:

29 U.S. companies

48 European companies 20 Asia-Pacific companies

3 Latin American companies.

Data was collected between November 2009 and January 2010.

Active accounts have at least one post in the past 3 months.

Outliers have been noted.

Data was collected by Burson-Marstellers global research team.

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Most Global Companies Use At Least One Social Media Platform

More than three-quarters (79%) of the top 100 companies in the Fortune Global 500

index are using at least one of the social media platforms considered in this study.

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Not Many Global Companies Use all Platforms Simultaneously

Only 20% of the major international companies are utilizing all four platforms to

engage with stakeholders.

20%

28%

15%

25%

0%

5%

10%

15%

20%

25%

30%

Total U.S. Europe Asia-Pacific

Global Companies Using All Four Platforms

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Proportion With Accounts in Each Social Media Channel

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Twitter Accounts Facebook Fan Pages

Corporate BlogsYouTube Channels


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Companies in all Regions are Actively Using Social Media Tools


Tweets in past week 82% 82% 82% 84%

Posts on FB Fan Pages in Past Week 59% 46% 82% 51%

YouTube Videos Uploaded in Past Month 68% 77% 62% 71%

Blogs with Posts in Past Month 36% 11% 83% 77%

Social Media Activity

7



Deutsche

Telekom

uses

@deutschet

etelekom for

announceme

nts andnews.

What Companies are Talking About on Twitter

Fiat UK used@FIAT_UK forevents andpromotions likePink My Ride.

The Home Depotcustomer care teamuses@HomeDepot forcustomer servicepurposes.

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Corporate Fan Pages Have Tens of Thousands of Fans

Number of Fans

9



Fan Pages Provide Venues for Fans to Voice Opinions

Facebook Fan Activity on Corporate Fan Pages

10



Companies are Responding to Others

Corporate Responses and Retweets

38%43%

25%

49%

32%

41%

23%28%

0%

20%

40%

60%


Percent Responding to People's Tweets Percent Retweeting

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Companies Have Multiple Active Accounts

12

Twitter Accounts Facebook Fan Pages

Corporate BlogsYouTube Channels



Companies on Twitter Have Multiple Active Accounts

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Social Media Check-up Tool


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Objectives of the Social Media Check-up

Benchmark, track and measure existing social media assets against:

competitive & peer best practices

competitive & peer short-comings

existing audience online behavior

Explore relevance of each social media channel as per the business situation

and communications objectives

Determine online health and reputation of the organization

Identify opportunities to utilize social media to meet business and

communications objectives

telling the organizations side of the story

engaging with others; initiating dialogue where appropriate

identifying company advocates and reinforcing advocacy

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How Do You Determine the Best Way to Participate?

Infrastructure Profile Pages

Opportunistic

Social Media

Competitive

Set

Do you have a socially savvystaff?

Are social media guidelinespresent and appropriate?

Are social media

monitoring/responsesystems in place?

Have you protected appropriateprofile pages?

Are profiles being usedappropriately?

Are they brand compliant?

Are employees participating in

accordance with policies? Are you providing value-added

tools and applications?

Are you takingadvantage of nichesocial opportunitieswithin your industry?

Are you contributing tocommunities proactivelyand reactively?

Are you using social media toimprove search engine results?

Are you engaging theblogosphere?

Are you measuring the impact ofyour social media?

How are your competitorsdoing across criteria?

What is the opportunity foryou to lead a dialogue?

Burson-MarstellerSocial Media Check-up



Our Process for Conducting a Social Media Check-up

18

C

Data Insights Ideas

Explore

Discover

Record

Synthesize Social MediaCheck-up Results/Recommendations



What Makes The Social Media Check-up an Evidence-Based Tool?

Gathering insights to

inform the companys social

media strategy.

Developing benchmarks to

track changes social media

activity.

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Measurement

(end)

Monitoring(on-going)

Development(beginning)

Tracking social media

metrics during the

program to monitor

progress.

Measuring program

impact on businessmetrics (online

reputation,

stakeholder tone) as

well as reach metrics

(followers, number of

posts, etc.)

Evidence-Based Approach



Social Media Changes the Way Brands and Stakeholders Interact

20Source: MarketingSherpa Social Media Marketing band PR Benchmark Survey 2008.Methodology: Fielded December 4-10, 2008. N=1886


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Major Social Networks Scanned*

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Reach

Type ofContentShared

ConversationTypes

Rich, multi-media

content

Engaging, muti-

faceted

conversations rich

with opportunity

for interaction and

content sharing

Microblogging140 character

text messages

Announce news,update followers,

provide shortbursts of

information,directly engage

with community

Video,message

boards

Rich, intimate

conversations

made possible by

medium withopportunity for

viewer interaction

with message

boards and ratings

133 millions

blogsindexed since

2002

Copy, visualand

multimedia

content

Conversationsthat are bothbroad and

narrow on everypossible topiccontent can live

forever.

Global:over 400

million users

Global:75 million

users

Global:91 million in

U.S.

*in addition to a search within niche industry specific categories and blogs


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Metrics Used to Assess Each Social Media Channel

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Reach

Interactivity

Impact

Posts,Likes,

Comments,Sentiment

Assess trends in reach, reciprocal interactivity, balance ofproactive/reactive responses, searches for your brand and

competitors, presence of the company based on branded andcontextual keyword searches, tone; correlate these trends against

business metrics.

Number of posts,Retweets,

Responses,Recency of posts,

Sentiment

Comments,Rankings

Views,

Searches

Comments,AuthoritySentiment

Fans

# of followers,

# you follow

Subscribers,

Views


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Allocating Resources to a Social Strategy*

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TotalSocialMediaExposure

Bogs/CGM SocialProfiles

CommunityManagement

Social MediaAdvertising

Listening/Responding

Tool/AppDevelopment

*sample to be customized for each organization


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Guidelines to Apply to our Consulting

1. Monitor your own and competitors - social media presence

2. Get top management buy in

3. Develop a social media strategy

4. Define and publish a social media policy

5. Develop an internal structure

6. Contribute to the community

7. Participate in good times and in bad

8. Be prepared to respond in real time

9. Measure the impact of your social media engagement

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Vill du diskutera vad sociala medier kan betyda fr ditt fretag:

Petra von Rohr, VD, 0702-678050, [email protected]

Documents

B-M Social Media Check-Up