global social media check-up 2012

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

Facebook

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

Dallas.Lawrence@bm.com

@dallaslawrence

Zaheer Nooruddin

Asia-Pacific

+852-2963-6775

Zaheer.Nooruddin@bm.com

@Digible

Matthias Lüfkens

Europe, Middle East and Africa

+41-22-593-6926

Matthias.Luefkens@bm.com

@luefkens

Cely Carmo

Latin America

+55-11-3-094-2256

Cely.Carmo@bm.com

@celycarmo

Michael Bassik

United States

+1-212-614-4165

Michael.Bassik@bm.com

@mbassik

Paul Cordasco

Managing Director, Global

Marketing

+1-212-614-4522

Paul.Cordasco@bm.com

@PaulCordasco

Burson-Marsteller Digital Strategists

Media Contact

#BMGlobalSocial @B_M facebook.com/Burson-Marsteller bm.com/social

Contacts