FTSE100 Social Media Index 2013

George Butler Cathal Smyth 15 February 2013

We help organisations to connect, inform, understand and influence the people who matter to them Delivering enhanced corporate reputation and competitive advantage

5 year average 1995 first site

2001 2010 2012

2001

2011

2000

2012

2009

2010

2003

2003

1995

2012

2008

2008

2004

2007

2012

2009

2009

2011

The FTSE100 social media index

2009

2009

2009

2009

2013

2013

2013

2013

2013

Scoring is based on a balance of qualitative and quantitative data

Score = Quantitative Measure X Good Practice Weighting

Number of video views

Comments enabled Uses playlists Customised channel Integrated with rest of SM Linked to corporate site

Whats on the menu?

1. Main findings 2. Three reasons why social media became important in 2012 3. Questions to ask in 2013

#ftse100smi
GroupFriends

Main findings

In 2012 social media connections with FTSE100 companies doubled

38.5m people now like,

follow, +1'd or subscribe to FTSE100 companies

Accounts attract a huge following

13 companies with over 1m views 10 companies with over 100k followers 7 companies with over 1m fans 5 companies with over 100k followers

Average numbers are rising fast

811,523 views 181,585 fans 37,807 followers 15,099 followers

Adjusted to remove outliers

(623,690 in 2011) (72,850 in 2011)

(14,392 in 2011)

(6,773 in 2011)

People who read a blog on a corporate site look at 11 more pages and spend 8 minutes longer per visit than average

Gaia Insight, 2012

Number of corporate blogs doubles over 2012

Good practice Expand on key messages Provide different take from corporate statements Contributors from across the business deliver authentic perspectives

But still only 24 FTSE companies have a corporate blog

Over half of Britons check Facebook at least once a day

Exacttarget.com, 2012

Big increase in followers for those that communicate regularly

Good practice Build engaging and evolving user profile Use Facebook for campaign communications

Half of the FTSE100 not using the channel at all

4 out of 5 British professionals are now on LinkedIn

LinkedIn, 2012

Largest percentage increase in followers across the six channels

Good practice Build context indepth & ongoing picture of the business through updates and recommendations Promote job opportunities on this most corporatefocused of social networks

Nearly all use it but many company pages are not active

More than 10m active users in the UK

Twitter, 2012

The channel thats most actively used by FTSE100 companies

Good practice Links to drive people to content hubs blog, web site... Find and share information not just your own Monitor feedback, criticism and issues Respond to queries the expectation is there Hash tags connect and promote communication themes

The channel thats most actively used by FTSE100 companies

Over 4 billion hours of video are watched each month

YouTube, 2012

Huge increase in video views over 2012

Good practice Create sharable content Create content regularly Use playlists to frame content

FTSE100 companies continue to adopt this channel

4.6m connections with FTSE100 companies

Only 10 active accounts

Its about social search: closely tied to search and integrated with other Google services Features include hangouts, audience segmentation and ability to segment, separate community pages Watch out for ... Author rank (Google looking to prioritise content by verified writers with authority in certain topics)

Example: ARM Holdings

Three reasons why social media became important in 2012

Reason 01

FTSE100 companies are becoming more sophisticated in the use of multiple channels

68% adoption of social media accounts by FTSE companies Up from 46% in 2011 Four sectors now are over 80%

Linking with rest of social media

21 pages are integrated (out of 97) 22 pages are integrated (out of 70) 17 pages are integrated (out of 53) 22 channels are integrated (out of 76) 17 blogs are integrated (out of 24)

Linking with corporate site

86 pages link (out of 97) 65 accounts link (out of 81) 58 pages link (out of 70) 40 pages linked (out of 53) 56 accounts link (out of 76)

Channel linking: ARM Holdings

Using content across channels

58 companies posting a range of media (accounts hold 99% of followers)

Mix of media on Twitter: Johnson Matthey

FTSE100 companies are investing in channel customisation

75 accounts are customised 31 are highly customised 52 pages use vanity URLs 40 pages use apps, plugins or embedded video

Customisation: Burberry Group

Facebook apps: Shell

Facebook apps: Standard Chartered

 Share your images Platform for promoting your content but not a replacement for the corporate site

 Collect and categorise images yours and those of others Obvious for consumer brands Experian has boards (collections of pins) promoting blog posts, white papers, employee testimonials, videos, interviews and industry trends

 Share presentations and documents Follow other people/ companies Others can embed your presentations Promote your content but doesnt replace corporate site Pro accounts: customisation, analytics, no ads, upload large videos, scheduling

Other channels on the horizon?

Instagram Tumblr Vine

Stocktwits Storify

Reason 02

FTSE100 companies increasingly see social media as a way to engage with stakeholders

Active accounts attract the majority of FTSE100 connections 51 active accounts had 99% of likes 62 active accounts held 95% of FTSE100 followers 71 active accounts with 99% of FTSE100 followers 68 active accounts attracted 99% of views

Growing realisation of the need to interact with stakeholders 21 are open to comments 10 respond to comments 30 reply to wall posts 44 reply to direct queries 65 use #hashtags 65 have comments enabled (12 in 2011) (7 in 2011) (17 in 2011) (31 in 2011) (48 in 2011) (46 in 2011)

High engagement: Standard Life

High engagement: J Sainsbury

Companies are creating multiple accounts for distinct stakeholder groups

53 have more than one LinkedIn page 49 have more than one Facebook page 32 have more than one Twitter account 28 companies have more than one
corporate YouTube account

7 have more than one Google+ page

Multiple accounts: IHG

Targeted accounts: Schroders

More companies are curating and customising content for different stakeholders

61 companies use playlists and hold 97% of views (33 in 2011) 16 blogs either use a wide variety of bloggers or the CEO

YouTube playlists: SABMiller

Playlists cover videos from executive interviews and financial results to sustainable development Videos also hosted and categorised on corporate site

Variety of bloggers: ARM Holdings

Key corporate connections Investors

52% read blogs 24% made investment decision after reading blog 30% use Twitter

Potential employees
32% of professionals use G+, Facebook, Twitter or LinkedIn for work every day High users are high flyers: 86% promoted recently

The media
84% use SM for sourcing 28% of UK journalists say they cant work without SM Twitter most popular (80%)

CR audiences
Not homogenous consumers, investors, communities, campaigners Use SM to react, share, question, learn and campaign

2012 Brunswick Investor Use of Digital and Social Media Survey; 2012 Cision Social Journalism; How social technologies drive business success (Google/Millard Brown); A vision for the future of recruitment (ERE)

Banking: rank relative to the index average

32 27

19 14 16

Blog

Facebook

Google+

LinkedIn

Twitter

YouTube

Technology, Media and Telecoms: rank relative to the index average

24 17

15

Blog

Facebook

Google+

LinkedIn

Twitter

YouTube

Reason 03

Social media attracts attention during a corporate crisis

Banking crises over 2012: no secret

Banking in spotlight for 2012

Growth in interest in banking sector versus average (2011 to 2012)

743%

558% 478%

Facebook likes

Twitter Followers Average % growth Banking % growth

Video Views

Banking in spotlight for 2012 Peaks in interest on Twitter

STAN, 7 May Liverpool FC shirts

RBS, 21 JUN Computer glitch BARC, 28 JUL Libor scandal

HSBC, 18 OCT DoS attack STAN, 6 AUG Illegal money laundering

monitor.wildfireapp.com (daily growth in followers on Twitter, 2012)

Multi-channel crisis comms: Tesco

FTSE100 companies are becoming more sophisticated in the use of multiple channels FTSE100 companies increasingly see social media as a way to engage with stakeholders Social media attracts attention during a corporate crisis

Back in 5 minutes...

Questions to ask in 2013?

Your questions
How should SM channels be used and why? Who is accessing social media content and how? Best to have an IR only account or corporate communications? What type of content suits each channel? Can we see examples of how companies use channels well?

Whats your view on Google+ as a corp comms tool

Do Investors use Twitter in their decision making? What medium is best to use Facebook / Twitter / LinkedIn?

What stakeholder groups use these channels most? Responsive or broadcast only? What is recommended number of tweets per week?

What do LinkedIn or Google+ offer me?

Our questions

Why are you using social media?

What specific things do you want to achieve?

Who do you want to connect with?

What kind of experience do you want them to have?

How does all of this fit within your overall communications strategy?

Corporate reputation and social media

you

what you say

how you say it

what others say

Company Sector Brand Heritage Products Services Markets Relationships

Marketing IR CSR PR Recruitment Lobbying Internal

Media Channels Language(s) Tone of voice Visual identity

Customers Employees Communities NGOs Analysts Investors Suppliers Job-seekers

Corporate reputation and social media

you

what you say

how you say it

what others say

Company Sector Brand Heritage Products Services Markets Relationships

Marketing IR CSR PR Recruitment Lobbying Internal

Media Channels Language(s) Tone of voice Visual identity

Customers Employees Communities NGOs Analysts Investors Suppliers Job-seekers

Content is king (again)

What are you trying to communicate?

React to events Issues to watch Issues to own Core company brand

Whats happening?

Where are we vulnerable?

What do we want to be famous for?

What do we mean?

What are your timeframes?

Strategic time

5 years

Reporting cycle

1 year

Results cycle

Quarterly

News cycle

Daily Weekly Monthly

Thank you

Our next breakfast is late March: The FTSE100 online audience index

Sector overview

Some questions

1. How can I cut through the noise

in my sector? 2. Which channels are right for businesses in my sector? 3. Which channels are being underutilised in my sector?

Sector review

1. Banking 2. Basic Materials 3. Consumer Goods 4. Industrials 5. Insurance 6. Retail 7. Technology, Media and

Telecommunications

Banking: rank relative to the index average

32 27

19 14 16

Blog

Facebook

Google+

LinkedIn

Twitter

YouTube

Basic Materials: rank relative to the index average

Blog
-3

Facebook

Google+

LinkedIn
-10

Twitter

YouTube

-14

-14 -20

-15

Consumer Goods: rank relative to the index average

Blog

Facebook
-5

Google+
-6

-1 LinkedIn

-1 Twitter

YouTube
-3

Industrials: rank relative to the index average

Blog
-3

Facebook

Google+
-5

LinkedIn
-10

Twitter

YouTube

-11

-16 -20

Insurance: rank relative to the index average

Blog -2

Facebook

Google+
-4

LinkedIn
-6

Twitter
-9

YouTube

Retail: rank relative to the index average

31 24

31

29

3 0

Blog

Facebook

Google+

LinkedIn

Twitter

YouTube

Technology, Media and Telecoms: rank relative to the index average

24 17

15

Blog

Facebook

Google+

LinkedIn

Twitter

YouTube

Channel adoption by sector

100%

80%

60%

40%

20%

0%

Dec-11

Dec-12

Some more examples

Example: Reckitt Benckiser

Careers focused blog Linked to from corporate site Highlights voices from around the business (someone like me) and guest bloggers Blogger profiles, including translation options Social media integration Vote and share functionality Integration with careers content: polls, game, video, job opportunities

Example: Unilever
Plays to channel strengths: whats it like to work at Unilever? Regularly updated Goes beyond job listings a multifaceted picture of the company Social media integration and a link to Glass Door

Not just about broadcast: BT and Compass

Shouldnt just be about broadcast. Use Twitter (and associated monitoring tools) to follow and listen too

Thank you