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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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Burson-Marsteller Evidence-Based Communications
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
Total U.S. Europe Asia-Pacific
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
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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
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Fan Pages Provide Venues for Fans to Voice Opinions
Facebook Fan Activity on Corporate Fan Pages
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Companies are Responding to Others
Corporate Responses and Retweets
38%43%
25%
49%
32%
41%
23%28%
0%
20%
40%
60%
Total U.S. Europe Asia-Pacific
Percent Responding to People's Tweets Percent Retweeting
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Companies Have Multiple Active Accounts
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Twitter Accounts Facebook Fan Pages
Corporate BlogsYouTube Channels
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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
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Our Process for Conducting a Social Media Check-up
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C
Data Insights Ideas
Explore
Discover
Record
Synthesize Social MediaCheck-up Results/Recommendations
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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
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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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Burson-Marsteller Evidence-Based Communications
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]