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Global Social Media Check-up 2012
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Burson-Marsteller’s
#BMGlobalSocial @B_M
facebook.com/Burson-Marsteller
bm.com/social
Study Methodology
The study examines the use of social media by the Fortune Global 100.
Specifically it looks at how these companies use
2
Twitter Facebook YouTube Google Plus Pinterest
The Global Social Media Check-Up Through the Years
In 2010, the Fortune Global 100 were just beginning to use social media.
3
2010
2011 In 2011, the Fortune Global 100 started to
engage with users on social media.
Additional Data for 2012
This year’s study also includes a look at how
much consumers and other stakeholders talk
about companies online. The data for this part
of the study was provided by Visible
Technologies, a leader in social media
monitoring, analytics and services for
enterprises globally.
4
Insight 1:
People are talking about the
Fortune Global 100…
a lot.
5
10,400,132 times in one month.
The Fortune Global 100 companies were mentioned a total of
Source: Visible Technologies 6
Twitter is Driving the Online Conversation
7
173
55,970
36 2,381
19, 739
4,606
19,610
Average Number of Mentions Per Company In One Month On…
Source: Visible Technologies
The 10 Global Companies With The
Most Online Mentions
8 Source: Visible Technologies
Gone are the days when
companies could sort
through and tally all of their
media mentions each
morning.
9
50 million tweets per
day
Twitter Has Exploded as a Platform in the Past Two
Years with Growth Approaching 700%
10
February 2010
More than 140
million tweets a day
March 2011
340 million tweets a day
or more than one billion
tweets every three days March 2012
Source: Twitter
Nearly One in Every Seven Humans on Earth Is An
Active Facebook User
11
Facebook reached 500
million active users in
July 2010.
As of March 31, 2012, Facebook had 901 million active users.
Source: Facebook
Seventy-Two Hours of Video Are Uploaded
to YouTube Every Minute
12
YouTube exceeded
2 billion views a day in May 2010.
May 2010
That number increased
by 50 percent to
3 billion views a day in May 2011. May 2011
As of May 2012, more than
4 billion videos were viewed a day and
800 million unique users visit
YouTube each month. May 2012
Source: YouTube
Insight 2:
The growth in the volume of
conversations on social
media has encouraged
companies to participate.
13
Companies Using at Least One Social Media Platform
Increased by 10 Percent Since 2010
14
20
10
79%
2011
84%
20
12
87%
Source: Burson-Marsteller
15
Nearly Half of
Companies Have
Google+ Accounts
Twitter is Most Popular Platform Among Global Companies
Percent of Fortune Global 100 Companies with…
65%
77% 82%
54% 61%
74%
50% 57%
79%
Source: Burson-Marsteller
20
10
20
11
20
12
20
10
20
11
20
12
20
10
2011
20
12
And a Quarter of
Companies Have
Pinterest Accounts
Average Number of Followers Per Corporate Twitter
Account Nearly Tripled in Last Year
16
2010 1,489
2011 5,076
2012 14,709 Source: Burson-Marsteller
Average Number of Twitter Accounts Each Corporate Account
is Following Increased by 182 Percent Since 2010
17
731
20
10
1,860
2011
2,062
20
12
+182%
Source: Burson-Marsteller
Nearly Three-Quarters of Companies Have A Facebook
Presence
18
54%
20
10
61%
2011
74%
20
12
Source: Burson-Marsteller
Average Corporate Facebook Page’s Community Has
Increased by 275% Since 2010
19
2010
40,884
2011
87,979
2012
152,646
Average Number of Likes Per Page
Source: Burson-Marsteller
Percent of Companies with YouTube Channels
Increased by 39 Percent in Last Year
20
20
10
50% 2011
57%
20
12
79%
Source: Burson-Marsteller
21 Source: Burson-Marsteller
Each corporate YouTube channel
averages 2,024,931 views and
1,669 subscribers.
Insight 3:
Corporations have become
increasingly engaged on
social media.
22
Seventy-nine percent of corporate
accounts engage on Twitter with
retweets and @mentions.
23 Source: Burson-Marsteller
24
Each corporate Facebook page has an average of 6,101
people talking about it.
And 70 percent of corporate pages
are responding to comments on
their walls and timelines.
6,101
Source: Burson-Marsteller
Conversations Are Happening on
70%
Insight 4:
Companies are creating
multiple accounts to target
audiences by geography,
topic or service.
25
Companies Average More Accounts on Each
Platform Than Ever Before
26
4.2
5.8
10.1
2.1
4.2
10.4
1.6 2.7
8.1
2.6
Average Number of Accounts Per Company On…
Source: Burson-Marsteller
20
10
20
11
20
12
20
10
20
11
20
12
20
11
2012
2012
20
10
2.0
2012
Ford Uses Multiple Twitter Accounts to Highlight Different
Products and Services and to Meet the Diverse Needs
and Interests of Stakeholders
27
Wells Fargo Uses Different Twitter Accounts for Specific
Purposes - General News, Customer Service and
Career Opportunities
28
Companies Are Creating Multiple Facebook Pages For
Brands, Geographies and Employee Recruitment
Purposes
29
2.1
20
10
4.2 2011
10.4
20
12
Average Number of Accounts Per Company on Facebook
Source: Burson-Marsteller
Average Number of Channels Per Company on YouTube
Increased by 200 Percent in Last Year
30
2010
1.6
2011
2.7
2012
8.1
Source: Burson-Marsteller
Insight 5:
Companies are creating
original content to share
across all platforms and
accounts.
31
Ninety-three Percent of Facebook Pages Are Updated
Weekly
32
59%
20
10
84%
2011
93%
20
12
Source: Burson-Marsteller
New Facebook Timeline Design Allows Companies
to Use Creative Cover Images
33
Procter & Gamble’s YouTube Page
Ties Directly Into Major Advertising
Campaign
34
Insight 6:
As their presence on social
media platforms has grown,
companies are able to
rapidly adapt to new
platforms.
35
Nearly half (48 percent) of global
companies have Google+
accounts.
36 Source: Burson-Marsteller
Sony Actively Engages With Customers
on Google+
37
One quarter (25 percent) of
global companies have
Pinterest accounts.
38
25%
Companies Use Pinterest to Visually
Highlight Products and Services
39
Regional Insights
40
Twitter Is Now The Most Popular Social Media Platform
For Latin American Companies
41
Percent of Latin American Companies on…
Source: Burson-Marsteller’s upcoming Latin America Social Media Check-Up 2012
Global
LatAm
82%
2010
65%
54%
74%
50%
79%
32% 33%
Blogs
53%
39%
50%
25%
31%
11% 12%
2012 2010 2012 2010 2012 2010 2012
Although Latin American Companies Are Behind Global
Averages, More Latin American Companies Than Ever Are
Using At Least One Social Media Platform
42
2010
49%
2012
65% 79%
87%
Latam Global Latam Global
Argentina
64% 25%
Brazil
88% 63%
Chile
76% 57%
Colombia
76% 48%
Mexico
76% 80%
Peru
60% 40%
Puerto Rico
28% 5%
Uruguay
36% -
Venezuela
84% 75%
2012 2010
Source: Burson-Marsteller’s upcoming Latin America Social Media Check-Up 2012
In Europe, Global Companies Must Grapple
with the Challenge of Many Languages
Vodafone Has Separate Facebook Accounts for Each Country
43
The Rise of Multilingual Accounts:
Total Engages Followers in Both English and French
44
Asia-Pacific Has Caught Up, But Companies in
Asia Use Different Channels to Communicate
45
70%
20%
30%
50%
80%
90%
70%
50%
70%
60%
80%
90%
90%
40%
30%
40%
100%
70%
40%
40%
70%
70%
90%
50%
10%
10%
20%
90%
20%
20%
10%
50%
70%
30%
50%
40%
80%
60%
70%
30%
40%
30%
30%
50%
Thailand
Taiwan
Singapore
Philippines
Malaysia
South Korea
Japan
Indonesia
India
Hong Kong
China
AustraliaMicroblogs
Social Networks
CorporateBlogs
Video sharing
Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
Asia-Pacific Is Experiencing Three Big
Trends in Social Media
46 Source: http://asiancorrespondent.com/tag/asia-mobile-use/
Mobile Web 1 Visual Storytelling 2
Social Enterprise 3
47
Dallas Lawrence
Chief Global Digital Strategist
+1-310-309-6677
@dallaslawrence
Zaheer Nooruddin
Asia-Pacific
+852-2963-6775
@Digible
Matthias Lüfkens
Europe, Middle East and Africa
+41-22-593-6926
@luefkens
Cely Carmo
Latin America
+55-11-3-094-2256
@celycarmo
Michael Bassik
United States
+1-212-614-4165
@mbassik
Paul Cordasco
Managing Director, Global
Marketing
+1-212-614-4522
@PaulCordasco
Burson-Marsteller Digital Strategists
Media Contact
#BMGlobalSocial @B_M facebook.com/Burson-Marsteller bm.com/social
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