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