lundquist and blogmeter, giulia dini and viviana venneri. social media from a corporate perspective
DESCRIPTION
How major Italian companies are using social media for corporate communications.TRANSCRIPT
2007-11-05 | 1
8 February 2013 Sala Dino Buzzati · Corriere della Sera · Milan
Social media from a corporate perspective
How companies use social media for corporate communications
Wikipedia • 34% no pages in english • 10% top pages • 56% poor pages
• 12% no LinkedIn company page
• 2/3 have only the automatically generated profile
File sharing
•YouTube
34% have no YouTube channel
1/3 offer corporate (not just marketing) content
• 17% have a profile on SlideShare
• 14% have a precence on Flickr
• 18% use Pinterest
• 23% have a corporate/branding presence
• 43 fanpages analyzed
• 29% have a corporate/branding presence
• 54 account analyzed 60% corporate profile
40% branding initiatives
What kind of corporate presence on Facebook? 4 “educational”
fanpages
43
16 corporate fanpages
7 CSR thematic fanpages
9 sport sponsorship
fanpages
7 special initiatives fanpages
Main findings
The trend is to open multiple Facebook fanpages
No Facebook pages dedicated to financial content
Just 1 company has a fanpage communicating its employer branding activities
Few examples of fanpages related to CSR or social initiatives
Sports sponsorship pages are the most engaging, but they don’t convey any corporate message
Beyond fans: focus on engagement
Success is not just a matter of number of fans
Effective fanpages are those engaging users on specific issues, topics or project through content designed specifically for the social media environment
The research shows that thematic pages stand out in terms of brand engagement
“All-rounder” company pages are relatively common (a total of 16), but excluding few examples, are less engaging and harder to manage
Content is the king: Barilla CFN
More person, less company approach: BNL Job
About Blogmeter Social Analytics
Comparison, Engagement & Metrics
The importance of COMPARISON
ENGAGEMENT.. more than just counting fans!
Which metrics & KPIs?
Comparison
COMPARE: to build, evaluate, orient social media strategies.
Engagement
ENGAGEMENT: the interaction between a brand and its COMMUNITY
(not just an AUDIENCE)
TOTAL FANS
Metrics & KPIs
DIFFERENT OBJECTIVES = DIFFERENT METRICS
It depends by the strategy/goals of your social media activities.
To use a fanpage for branding:
BRAND ENGAGEMENT INDEX =
(COMMENTS, LIKE, SHARE)/BRAND POSTS
To create a community on your fanpage:
FAN PUBLISHING INDEX = FANPOST/BRAND POSTS
Metrics & KPIs
To use a fan page as a customer care channel:
RESPONSE TIME: how long does it take to answer your clients’ question on your brand page?
6 tips to be successful on Facebook
1. Don’t open a page just because everyone is doing it, think if it makes sense for your company’s purposes
2. Be sure to have a social media editorial calendar and dedicated resources
3. Create content designed for the social media environment
4. Behave more like a “person” rather than a “company”
5. Listen, participate and engage
6. Monitor your performance
Contacts
Lundquist
@giuliadini
Blogmeter
@super_vivis
Like our research on Facebook and follow us on Twitter, LinkedIn, YouTube, Slideshare & Pinterest
2007-11-05 | 17
8 February 2013 Sala Dino Buzzati · Corriere della Sera · Milan