Global Social Media Check-up 2012

Burson-Marsteller’s

@B_M facebook.com/Burson-Marsteller

bm.com/social

#BMGlobalSocial

Study Methodology The study examines the use of social media by the Fortune Global 100.

Specifically it looks at how these companies use

Twitter

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Facebook

YouTube

Google Plus

Pinterest

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 in one month.

6

Source: Visible Technologies

Twitter is Driving the Online Conversation 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

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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 a 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 encouraged companies to participate.

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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.

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Seventy-nine percent of corporate accounts engage on Twitter with retweets and @mentions.

23 Source: Burson-Marsteller

Conversations Are Happening on Facebook

6,101 Each corporate Facebook page has an average of 6,101 people talking about it.

70% 24 Source: Burson-Marsteller

And 70 percent of corporate pages are responding to comments on their walls and timelines.

Insight 4: Companies are creating multiple accounts to target audiences by geography, topic or service.

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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

26 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

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

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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

29 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 30 Source: Burson-Marsteller

2.7

8.1

Insight 5: Companies are creating original content to share across all platforms and accounts.

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Ninety-three Percent of Facebook Pages Are Updated Weekly

93%

84%

32 Source: Burson-Marsteller

2012

2011

2010

59%

New Facebook Timeline Design Allows Companies to Use Creative Cover Images

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Procter & Gamble’s YouTube Page Ties Directly Into Major Advertising Campaign

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Insight 6: As their presence on social media platforms has grown, companies are able to rapidly adapt to new platforms.

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Nearly half (48 percent) of global companies have Google+ accounts.

36 Source: Burson-Marsteller

Sony Actively Engages With Customers on Google+

37

25% One quarter (25 percent) of global companies have Pinterest accounts.

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Companies Use Pinterest to Visually Highlight Products and Services

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Regional Insights

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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

41 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%

2010

2012

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%

42 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

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The Rise of Multilingual Accounts: Total Engages Followers in Both English and French

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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%

45 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 46 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 @dallaslawrence

+852-2963-6775 Zaheer.Nooruddin@bm.com @Digible

+41-22-593-6926 Matthias.Luefkens@bm.com @luefkens

Cely Carmo Latin America

Michael Bassik United States

+55-11-3-094-2256 Cely.Carmo@bm.com @celycarmo

+1-212-614-4165 Michael.Bassik@bm.com @mbassik

Media Contact Paul Cordasco Managing Director, Global Marketing +1-212-614-4522 Paul.Cordasco@bm.com @PaulCordasco

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