Social Media Study - SMI

HOW SMI COMPANIES UTILIZE SOCIAL MEDIA

SCOPE OF THE STUDY

� In July 2009, Burson-Marsteller USA carried out a study of the utilization of social media by American Fortune 100 companies. Based on the US study, Burson-Marsteller Switzerland analysed the utilization of social media by Swiss companies in the Swiss Market Index.

� We analysed which of the 20 SMI companies make use of Facebook pages and groups, Twitter accounts or blogs for corporate communications. The data was gathered between 10th and 21st August 2009.

� The only social media presences which were included were those which can be found through a reasonable amount of effort. This includes searches either at Google, Facebook, Twitter or at the relevant corporate website.

� Only social media presences which could be unmistakably identified as official were included in the study. In cases of doubt, the companies were contacted by telephone. Profiles of brands or products, as well as presences of local branches of the companies, were not included. (This applies both to Facebook as well as to Twitter.)

� A blog was included only if a reference was made to it on the corporate website or if the blog could be quickly found in Google. Here too, country-specific blogs as well as product blogs were not included.

SOCIAL MEDIA UTILIZATION BY COMPANIESIN THE SWISS MARKET INDEX

SOCIAL MEDIA UTILIZATION BY SMI COMPANIES

COMPARISON: UTILIZATION OF SOCIAL MEDIA BYFORTUNE 100 COMPANIES IN THE USA

SMI COMPANIES AND SOCIAL MEDIA

Proportion of SMI companies which make use of Twitter, Facebook or a blog for corporate communications.

Companies which are only active on one platform also frequently make use of Twitter and Facebook.

If a company is present on two platforms, then it tends to be Facebook/Twitter rather than a combination with a corporate blog.

One platform

Two platforms

All three platforms

No usage

SMI COMPANIES WHICH UTILIZE TWITTER

SMI COMPANIES WITH A TWITTER PROFILE

20% Active on Twitter

80% Not on Twitter

HOW TWITTER IS UTILIZED BY SMI COMPANIES

� SMI companies make use of Twitter primarily …

� … to publish news and updates of the company

� … for specials and promotions

� As is evident in the Fortune 100 study from Burson-Marsteller, technology companies are clearly leading the way in matters concerning social media. This is also the case in Switzerland. Swisscom is the prime example for the use of social media platforms. Syngenta is also active on two platforms – Facebook and Twitter.

� On the other hand, Fortune 100 companies make use of Twitter in many more different ways than SMI companies. Among others, they use Twitter for customer services and to publish job vacancies.

� In addition to the official Twitter profiles of SMI companies there are also very many local branches. Adecco Canada, for example, is very active. Moreover there are some unofficial profiles which are maintained by private parties. Holcim has an unofficial profile where they stream news.

HOW TWITTER IS UTILIZED BY SMI COMPANIES

� News/updates/announcements: News, announcements of products and events, updates at the corporate website

� Specials/promotions: Specials, competitions and promotions

� Customer service: Customer complaints/enquiries about products are received and processed

� Job vacancies: Listings of vacancies at the respective company

News, updates, announcements

Specials, promotions

Customer service

Job vacancies

COMPARISON: HOW TWITTER IS UTILIZED BY FORTUNE 100 COMPANIES IN THE USA

� News/updates/announcements: News, announcements of products and events,

updates at the corporate website






Customer service

Job vacancies

COMPANIES THAT STREAM NEWS VIA TWITTER

Syngenta operates a Twitter profile in which only news is streamed.

Novartis operates a Twitter profile in which only news is streamed.

SWISSCOM USES TWITTER FOR SPECIALS/PROMOTIONS

Swisscom also publishes information about specials and promotions on Twitter.

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TWITTER FOLLOWERS (AS OF 9th SEPTEMBER 2009)

� SMI companies have an average of 1,390 followers.

� With 2,843 followers, Novartis is the front runner.

� The company with the least followers (291) is Swisscom.

SMI COMPANIES WHICH UTILIZE FACEBOOK

SMI COMPANIES WITH FACEBOOK PAGES AND GROUPS

Active on Facebook

Not on Facebook

HOW FACEBOOK IS UTILIZED BY SMI COMPANIES

� News/updates/announcements: News, announcements of products and events, updates at the corporate website




� Dialogue with visitors: Communicative exchange with fans/visitors



Customer service

Job vacancies

Dialogue with visitors

FACEBOOK PAGES AND GROUPS

� The pages and groups primarily include

� News, updates and announcements

� Specials and promotions

� Many members comment on postings by the company. The companies do not, however, enter into a dialogue.

Examples of Swisscom and Swatch

USE OF FACEBOOK

� Only 20% of the SMI companies are active on Facebook.

� Swisscom and Syngenta are the only ones present on Facebook and Twitter.

� Many companies have unofficial pages and groups on Facebook. For example, an unofficial Facebook page exists for Nestlé with around 77,000 members.

� In some cases also employees operate Facebook groups. However these are not considered as official communications channels of the companies.

NUMBER OF FANS (AS OF 9th SEPTEMBER 2009)

� Facebook pages of SMI companies have an average of 18,212 fans.

� With 65,848 fans, Swatch is the clear front runner. This also artificially drives the average upwards.

� Actelion has the least number of fans (97).

SMI COMPANIES WHICH RUN A CORPORATE BLOG

SMI COMPANIES WITH A BLOG

With blog

Without blog

BLOG ANALYSIS

� Only one company maintains a blog: Swisscom. Among others, the Swisscom blog publishes information about new products, and answers customers’ questions.

MAIN FINDINGS

� Only a very small circle of ‘early adopters’ in the Swiss Market Index make use of social media in corporate communications.

� Even the early adopters use the new channels in primarily classic ways; i.e. to publish news and specials. The potential of social media for dialogue is not yet being utilized.

� Twitter is the most popular platform. Most of the companies in the SMI which use social media have never even run a blog, but have jumped directly into using Twitter and Facebook.

� In terms of social media communications, the Swiss companies are still lagging far behind the companies listed in the Fortune 100 index. (See: Social Media Use by Fortune 100 Companies by Burson-Marsteller USA.)

CONTACT

We would be happy to support you in your entry to the world of social media.

Please contact us.

Burson-Marsteller Crossmedia

Konsumstrasse 20

3000 Bern 14

Tel: +41 31 356 73 00

Mail: [email protected]

http://crossmedia.b-m.ch

Social Media Study - SMI

Technology

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