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Social Media Check-up Greece 2011 #AdvocateBMSocial EVIDENCE-ASED COMMUNICATIONS EVIDENCE-ASED COMMUNICATIONS EVIDENCE-BASED COMMUNICATIONS


Contents • Methodology • Member companies of the Hellenic Advertisers Association Use of Social Media Platforms: – Facebook – Twitter – YouTube – Blogs • Trends

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Methodology • The study’s sample consisted of the member companies of the Hellenic Advertisers Association (HAA) – 100 companies and their brands were examined – 4 social media platforms (Facebook, Twitter, YouTube, corporate blogs) were reviewed • Data was collected in September 2011 and updated in January 2012 • Data was collected by Advocate/ Burson-Marsteller’s Digital Practice Team • The results were compared to last year’s Advocate/ B-M’s Social Media Check Up Study, which analyzed the social media presence of the 2010 member companies of the Hellenic Advertisers Association

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Half of the companies use social media platforms • Half (53%) of the 100 members of the Hellenic Advertisers Association and their brands, are using at least one social media platform (Twitter, Facebook, YouTube or corporate blogs) – From the above, 25% of companies are national, as opposed to 28% of companies that are multinational – Multinational companies have increased their presence since 2010 by 13% 80 60 40

2010

20 0

2011 national

multinational

no presence

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Most active companies on SM platforms belong to the Food & beverage industry • There are several industry sectors in which the Greek companies and brands active in social media platforms belong to. Out of 53% of companies that use at least one social media platform, the following industry sectors can be distinguished: – Food & beverage (53%), retail (19%), telecommunications (9%), banking & insurance (9%), cosmetics & personal care (7%), services (4%) 30 25 20 15 10

2010

5 0 F&B

Telcoms

B&I

ServicesCosmetics Retail

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2011


Facebook still remains the most popular platform • Facebook is the most popular social media tool among the social media active members of the HAA, with 94% of social media active companies using it; it is followed by Twitter (50%) and YouTube (48%). For the first time, Twitter is more popular than YouTube in Greek companies. 50 40 30 2010 2011

20 10 0 facebook

twitter

youtube

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blog


Facebook still remains the most popular platform – Blogs are not at all prevalent, since our research showed that only two companies have blogs, one of which nevertheless has limited access. It is assumed that it is being used internally and not to communicate with consumers. The other mostly resembles a website than a blog. – Apart from that, no other company has activity on all four social platforms studied

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One quarter of active companies have multiple accounts • 32% of social media active companies have multiple accounts promoting their brands. The appearance of multiple accounts is most prevalent on Facebook, since that is the most popular channel used by companies in Greece.

1 account 2 accounts

2010

YT

TW

FB

companies

YT

TW

FB

3-4 accounts companies

40 35 30 25 20 15 10 5 0

2011

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5-7 accounts


One quarter of active companies have multiple accounts – The majority of companies have only one social media account across platforms, while some have two or three accounts. However, companies are increasingly promoting their brands on social media, therefore creating multiple digital channels. However, corporate profiles are not so widespread.

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Facebook remains the most important social media platform in Greece, increased by 20% compared to last year. Large gain in “fans” achieved. • 94% of social media active companies in Greece (50% of total sample) use Facebook fan pages – Total number of likes have increased exponentially since last year’s results. Now, 64% of companies have between 1,000 - 50,000 likes – Most companies use the platform to promote products & services by conducting competitions, but seem to be making efforts to also engage with consumers. 30 25 20

2010 2011

15 10 5 0 no. of 0-500 fans

5011000

100110k

10k50k

50k100k

100k+

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Engagement of companies with Facebook accounts • Having measured the activity of Facebook pages during September 2011, we created a scale describing how active or inactive these accounts are. We measured posts by the company, posts by fans, likes on posts, and comments by fans. – Accounts that had nearly no posts, likes or comments were characterized as inactive – Accounts that had 1-5 posts by the company, no posts or comments from fans and limited likes were characterized as relatively inactive – Accounts that had 5-10 posts by the company, several posts or comments from fans and more than 10 likes were characterized as relatively active – Accounts that had more than 10 posts by the company, several posts or comments from fans and more than 50 likes were characterized as very active

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Companies becoming increasingly more active on Facebook • Most companies are rather active on Facebook, with more than half (67%) being relatively active and very active. One third (35%) is not active, having very few posts and user engagement. 35 30 25

2010

20 2011

15 10 5 0 inactive

rel.inactive

rel. active

very active

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There is still room for improving interaction & response to fans • On pages that are active, especially regarding brands and technology oriented companies, a significant level of engagement can be observed. – Specifically, from the active companies, 66% feature “likes” from fans on posts, 60% feature comments from fans and 34% feature posts from fans – However, only 30% of company pages actually respond to their fans, though their number has increased since 2010. 80% 60%

2010

40%

2011

20% 0% fan likes

fan fan posts company comments responses EVIDENCE-ASED COMMUNICATIONS EVIDENCE-BASED COMMUNICATIONS


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Twitter has shown increase since last year, becoming second in preference among Greek companies. • Twitter as a platform is becoming more popular among companies active in social media. 50% of social media active companies have Twitter accounts for communicating with their consumers, 9% more than last year. About a quarter of companies from the total sample have presence on Twitter.

80% 60%

2010

40%

2011

20% 0% twitter

social media

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Food & Beverage and Telecommunications lead company presence on Twitter – The companies most present on Twitter come mainly from the food & beverage sector (38%), followed by companies in the retail (11%), telecommunications (8%), banking and cosmetics sectors (5% each), while companies in the services sector score 3%.

40% 2010 30% 2011 20% 10% 0% food & beverage

telcos

retail

cosmetics banking services

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Companies on Twitter have limited numbers of followers • Companies on Twitter do not appear to have great numbers of followers. Indicatively, half of companies (50%) have less than 100 followers, while 22% have more than 1000 followers. There has been a slight increase in follower numbers since 2010, though there is still room for improvement and further engagement. – Of course Twitter as a platform is not very widespread in Greece, so this is also reflected in the activity of companies 20

2010

15

2011

10 5 0 0-100

101-500

501-1000

1001 +

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Companies with Twitter accounts do not follow users back • On the contrary, companies do not seem to follow back the users who choose to view their content. 47% of companies on Twitter follow less than 100 users, while only 16% follow more than 1000 users. These numbers have shown some variation since 2010.

80%

2010

60%

2011

40% 20% 0% 0-100

100-500

500-1000

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1000+


Companies with Twitter accounts are not engaging in dialogue with their followers • Regarding activity on Twitter, it is apparent that companies are not engaging in dialogue with their audiences. – Few are responding to users (18%) – Few of them are retweeting content from other accounts (18%) – Twitterers are not using the platform much as a forum for discussing companies. Though only 25% of users mention companies in their tweets, this percentage has increased significantly since 2010 and shows an upward trend.

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Companies in Greece are likely to have YouTube channels • YouTube is the second most popular social media platform among Greek companies, with 50% of social media active companies having channels on YouTube. However, there has been a slight (2%) decrease in YouTube use by companies compared to 2010.

55% 2010 50%

2011

45% Youtube

Social media

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Company activity on YouTube channel has slightly increased, but there is still a limited number of company videos • Companies are using YouTube to upload videos pertaining to their services and products. However, few companies have uploaded a large number of videos. – A little less than half of companies (47%) have uploaded up to 10 videos on their channels – Only 9% of companies have uploaded more than 100 videos – However, the total number of uploaded videos has increased by 28% 80%

2010

60%

2011

40% 20% 0% 0-10 videos

11- 100 videos

100+ videos

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Subscribers of Company YouTube channels are still limited, though total numbers have increased •

YouTube offers the ability for users to subscribe to channels so that they can remain up to date when new videos are posted. From the sample, very few companies have many subscribers, and others have selected not to disclose this information on their channel pages. Specifically: – Only 9% of companies (either in telecommunications or retail sector) have more than 100 subscribers on their channels – Most companies (53%) have less than 10 subscribers on their YouTube channels – However, the total number of subscribers has increased by 47%, showing that users engage in YouTube more as time passes.

80% 60% 40%

2010

20%

2011

0%

0-10 subscribers

11- 100 subscribers

100+ subscribers

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Views of videos on company YouTube channels have increased • There has been an increase in views over the past year. Several companies have more than 100,000 views for their uploaded videos (13%). However, most companies’ views range in the 1000-10.000 section (65%) – The total number of views increased by 46% 70% 60% 50% 40% 30% 20% 10%

2010 2011

0% 1000 - 10k

10k - 50k

50k - 100k

100k +

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Trends Evolution of Social Media Use by Greek companies and Brands EVIDENCE-ASED COMMUNICATIONS EVIDENCE-ASED COMMUNICATIONS EVIDENCE-BASED COMMUNICATIONS


Trends and behaviors in social media use • According to the findings, companies based in Greece are increasingly adopting social media, mainly Facebook – 20% increase since last year, more than half of the companies of the sample are now using one or more social media platforms (53%) • Food and Beverage companies are leading the trend (53%) • Facebook is leading the game followed by YouTube, Twitter and blogs still not being widely used by companies • Companies are mostly promoting their brands, rather than having corporate accounts – Presence of brands increased by 51% since last year • Companies are still not showing significant signs of engaging with fans and followers, although there has been a slight increase • Social media widely used for promotional purposes, rather than conversations EVIDENCE-ASED COMMUNICATIONS COMMUNICATIONS EVIDENCE-ASED EVIDENCE-BASED COMMUNICATIONS


Facebook • Facebook is the leader of social media in Greece, both for users and companies – 40% of the sample uses Facebook to promote brands and activities – Company Facebook pages have more fans, showing a 21% increase since last year – Companies are frequently conducting competitions to attract more fans, use landing pages and provide exclusive Facebook content and offers – Companies are making efforts for more engagement, frequently responding to their fans but do not often initiate conversations on their digital channels and do not respond when conversations are initiated by users.

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Twitter • Twitter is still not extremely popular among the corporate environment, but it has risen to being the second most popular social media platform among companies in Greece – There has been a slight increase of 9% since last year in Twitter usage by companies – Number of followers has also increased, showing a 53% rise since last year – Activity of companies on Twitter has increased, they respond to followers 11% more and retweet content from other users 4% more than last year, though the figures are still low. – Additionally, users are discussing brands on Twitter 11% more than last year, mentioning companies more in their tweets

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Youtube • Youtube is now the third most popular social media channel in Greece, though there has been a slight decrease in usage since last year (2%) – Though there is a decrease in usage, activity (i.e. number of uploaded videos) has increased. The total number of uploaded videos increased by 28% since last year – Subscriber activity has increased as well. Companies now have 47% more subscribers in their Youtube channels than they did last year – Users watch more videos on Youtube. The Youtube channels of companies are becoming more active and views of videos are increasing. Namely, the total number of video views increased 46% since last year

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Conclusions • Companies are becoming more active on social media, but at a relatively slow pace • Social media is more of a “brand” trend, than a “corporate” trend • Companies are offering more sophisticated competitions to attract fans; fans are responding • Companies do not seem to respond to users, but users are seeking out companies more actively • Although more and more users are becoming active in SM and looking for content, companies are gradually picking up this dynamic • Facebook is the obvious choice for companies, quite a few are venturing to use Twitter and next to none are engaging in blogging

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Maria Lazarimou CEO mlazarimou@advocate-bm.gr twitter.com/marialaz

Demi Kazasi Director dkazasi@advocate-bm.gr twitter.com/demikaz

Nikos Dionysopoulos Senior Associate ndionysopoulos@advocate-bm.gr twitter.com/epikinoniakosDN

Dafni Koumpa Associate dkoumpa@advocate-bm.gr twitter.com/deadendmind

74, Panormou str. 115 23 Athens Tel. 0030 210 6931000 Fax. 0030 210 6985812 www.advocate-bm.gr EVIDENCE-ASED COMMUNICATIONS COMMUNICATIONS EVIDENCE-ASED EVIDENCE-BASED COMMUNICATIONS

Social Media Check-up 2011  

Report on the relationship between companies doing business in Greece and social media

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