Who’s winning the social media battle in the semiconductor ...€¦ · 8 Broadcom 3.83 9...
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Who’s winning the social media battle in the semiconductor industry? www.publitek.com SOCIAL SUCCESS White Paper Who’s winning the social media battle in the semiconductor industry? Issued in September 2013 The contents of this White Paper are protected by copyright and must not be reproduced without permission © 2013 Publitek Ltd. All rights reserved
Transcript of Who’s winning the social media battle in the semiconductor ...€¦ · 8 Broadcom 3.83 9...
Who’s winning the social media battle in the semiconductor industry?
www.publitek.com
SOCIAL SUCCESS
White Paper
Who’s winning the social media battle in the semiconductor industry? Issued in September 2013
The contents of this White Paper are protected by copyright and must not be reproduced without permission© 2013 Publitek Ltd. All rights reserved
Who’s winning the social media battle in the semiconductor industry?
1. OVERVIEW
This report examines how key social media channels are used in the semiconductor industry. We have taken the top semiconductor companies (according to gross turnover – main source: Wikipedia) and analysed each company’s use of:
1. Blogs 2. Facebook 3. Twitter 4. YouTube 5. LinkedIn 6. Google+
We provided a top ranking for each channel and developed a combined cross-channel ranking to arrive at the overall index.
Who’s winning the social media battle in the semiconductor industry?
We took a company’s individual ‘number’ score for a channel, and multiplied this by its ‘good practice’ score. The companies are ranked by performance in each channel. Then an average was taken of their positions to create the final table. Of the top 25 semiconductor companies, we discounted five (Intel, Samsung, Sony, Toshiba, Nvidia) due to the diversity of their offering and the difficulty of segmenting activity relating to semiconductors. We also discounted Elpida due to the acquisition by Micron.
A six month period was chosen for this study: April – September 2013.
SOCIAL SUCCESS
www.publitek.com
By Jon Barrett, Digital Marketing Specialist, Publitek
The remaining 19 companies analysed were:
1. AMD 2. Analog Devices 3. ARM 4. Atmel 5. Broadcom 6. Freescale Semiconductor 7. Fujitsu 8. Infineon Technologies 9. MediaTek 10. Micron Technology 11. Nichia 12. NXP 13. Qualcomm 14. Renesas Electronics 15. Rohm Semiconductor 16. SK Hynix 17. STMicroelectronics 18. Texas Instruments 19. Xilinx
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Who’s winning the social media battle in the semiconductor industry?
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2. FINDINGS
Topline results
• Qualcomm is number 1 in the semiconductor social media index
• The top 5 comprises Qualcomm, AMD, Texas Instruments, Fujitsu and Freescale Semiconductor
• Texas Instruments tops the best practice index, scoring 5 out of 5
• The total number of people connecting with semiconductor companies through social media channels is summarised as follows:
– Facebook likes: 2,127,503
– Google+ followers: 28,192
– LinkedIn followers: 653,286
– Twitter followers: 267,733
– YouTube subscribers: 62,321
Figure 1: Graph to show social media connectivity among top global semiconductor firms
Facebook likes
Google+ followers
LinkedIn followers
Twitter followers
YouTube subscribers
3. BLOGGING
We believe that blogging is the channel that provides the greatest opportunity semiconductor companies: to engage with customers and prospects; drive traffic to the website – both from new and returning visitors as part of an integrated SEO strategy; as well as establishing authority within key markets and applications. It was therefore somewhat surprising to find that seven of the 19 companies reviewed did not have a blog, but of these companies, three had community forums instead. Two approaches are taken by companies to manage the sheer volume and diverse topics within their blogs.
Some companies e.g. Texas Instruments, use categories, and provide visitors with routes into each category from the homepage. Others have multiple blogs that they keep completely separate from one another.
This approach is obviously only suitable where a company’s offering is diverse enough to warrant a complete separation, and they are able to produce a sufficient volume of content to populate separate blogs.
Texas Instruments provide clear segmentation of their blog by different topics
Who’s winning the social media battle in the semiconductor industry?
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4. FACEBOOK
Possibly the most surprising result from the research is the success of Facebook – both in terms of the huge numbers of people that have associated themselves with the companies reviewed (68% of all followers are found on Facebook),
Rank#
Companyname
Blog posts
Good practice
1 Texas Instruments 363 5
2 Atmel 383 3
3 SK Hynix 267 2
4 Qualcomm 64 5
5 Broadcom 54 3
6 Fujitsu 45 3
7 NXP 41 2
8 AMD 33 3
9 Micron Technology 29 4
10 ARM 25 4
11 Freescale Semiconductor 30 2
12 Xilinx 13 1
13 Renesas Electronics - -
14 STMicroelectronics - -
15 Infineon Technologies - -
16 MediaTek - -
17 Rohm Semiconductor - -
18 Analog Devices - -
19 Nichia - -
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Rank#
Companyname
No. of likes
Good practice
1 AMD 1,374,905 5
2 Qualcomm 475,422 3
3 Atmel 127,546 2
4 Texas Instruments 38,595 5
5 Freescale Semiconductor 27,511 3
6 ARM 21,383 3
7 Fujitsu 23,062 2
8 Xilinx 10,197 3
9 Broadcom 5,643 4
10 Analog Devices 4,597 4
11 STMicroelectronics 3,723 2
12 NXP 3,253 1
13 Micron Technology 4,515 -
14 Infineon Technologies 2,327 -
15 Rohm Semiconductor 2,130 -
16 Renesas Electronics 1,630 -
17 MediaTek 1,649 -
18 SK Hynix 714 -
19 Nichia 331 -
and also in terms of the level of engagement on company Facebook pages.
This debunks the commonly held belief that Facebook isn’t a suitable channel for the semiconductor industry.
• There are 2,127,503 fans of semiconductor companies.
• All semiconductors had a social presence on Facebook, as pages are setup automatically which if unclaimed by the company, are populated from Wikipedia.
Table 1: Ranking of semiconductor companies for use of blogs
Table 2: Ranking of semiconductor companies for use of Facebook
Who’s winning the social media battle in the semiconductor industry?
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• Qualcomm were the only company to make use of the new regionalisation functionality provided by Facebook, which allows companies to set up sub-pages from the main company profile, based on geographic location.
5. GOOGLE+
Despite recent reports that the number of Google+ users has recently eclipsed the number of users on Twitter, our research indicates it still is a ghost town for semiconductor companies, with far fewer followers than any of the other social networks reviewed (just 1%), and very low levels of engagement for those that are on there.
Having said that, Google+ can’t be ignored – if only because of the SEO benefits that can derived if this channel is used correctly, and also because we all know Google isn’t going to give in and let Facebook and Twitter continue to dominate the social space.
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Table 1: Ranking of semiconductor companies for use of blogs
Rank#
Companyname
Followers +1’s Good practice
1 AMD 19,738 31,341 4
2 Qualcomm n/a 8,076 5
3 Atmel 1,844 3,262 4
4 Texas Instruments 1,974 2,566 5
5 Freescale Semiconductor 1,556 2,125 4
6 ARM 1,066 1,959 4
7 Fujitsu 830 1,140 5
8 Xilinx n/a 746 5
9 Broadcom 426 710 5
10 Analog Devices 210 732 4
11 STMicroelectronics 308 445 4
12 NXP 78 122 4
13 Micron Technology 79 108 4
14 Infineon Technologies 31 76 4
15 Rohm Semiconductor 44 64 1
16 Renesas Electronics 8 9 2
17 MediaTek - - -
18 SK Hynix - - -
19 Nichia - - -
AMD are doing particularly well on volume of Facebook likes and Google+ followers
Table 4: Ranking of semiconductor companies for use of Google+
Who’s winning the social media battle in the semiconductor industry?
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Rank#
Companyname
Followers Good practice
1 Qualcomm 122,326 3
2 Texas Instruments 82,854 5
3 Fujitsu 63,548 5
4 AMD 57,744 5
5 Broadcom 56,298 5
6 STMicroelectronics 49,043 3
7 Freescale Semiconductor 45,691 3
8 NXP 34,698 3
9 Infineon Technologies 25,455 4
10 ARM 22,833 5
11 Micron Technology 21,959 5
12 Xilinx 22,174 4
13 Analog Devices 21,488 3
14 Atmel 13,829 5
15 MediaTek 5,790 1
16 SK Hynix 2,935 3
17 Renesas Electronics 3,683 1
18 Rohm Semiconductor 610 1
19 Nichia 328 1
6. LINKEDIN
LinkedIn is the second most popular channel for semiconductor company followers, accounting 21% of the total.
Although LinkedIn was the only social channel where all of the companies reviewed had a presence that they had populated with bespoke content, it is underutilised by several of these, who use it purely for recruitment purposes, and neither push social content, nor engage in group activity.
Table 4: Ranking of semiconductor companies for use of LinkedIn
Who’s winning the social media battle in the semiconductor industry?
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Rank#
Companyname
Followers Tweets Good practice
1 Qualcomm 77,537 4,244 4
2 Fujitsu 45,563 3,087 4
3 AMD 31,217 2,744 5
4 Texas Instruments 27,539 6,876 5
5 Broadcom 21,300 2,639 4
6 Freescale Semiconductor 12,986 4,780 5
7 NXP 10,901 4,138 5
8 Analog Devices 9,301 5,252 5
9 Atmel 9,000 4,436 5
10 Xilinx 7,903 2,565 5
11 Micron Technology 5,415 718 5
12 Renesas Electronics 4,624 2,687 5
13 STMicroelectronics 2,751 862 4
14 ARM 2,211 2,234 4
15 Rohm Semiconductor 2,224 298 3
16 Infineon Technologies 1,003 546 4
17 MediaTek 882 423 3
18 SK Hynix - - -
19 Nichia - - -
Table 5: Ranking of semiconductor companies for use of Twitter
7. TWITTER Another surprise was Twitter, with just 8% of the total follower audience.
It did however top the table in terms of best practice, with the majority of companies integrating additional social channels, and responding to direct messages from followers.
• 267,733 people follow semiconductor companies.
• All bar two companies had a Twitter account, with many having more than one, to serve different regions and applications.
• 45,842 tweets sent out by semiconductor companies
Who’s winning the social media battle in the semiconductor industry?
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8. YOU TUBE
A very high number of videos are being watched showing that semiconductor companies should not ignore video as it is a key medium in communicating with their audience.
The top companies create video playlists to organise videos into key topics, allowing visitors to browse the collection, almost like a blog categorisation system.
All companies permitted viewers to comment on videos, but these were rarely (if ever) responded to.
• 32,480,568 videos watched
• 62,321 subscribers to semiconductor channels
Rank#
Companyname
Views Subscribers Good practice
1 Qualcomm 13,253,062 11,228 5
2 ARM 8,621,814 6,520 2
3 Fujitsu 2,895,580 944 5
4 Texas Instruments 2,054,498 3,942 5
5 AMD 1,804,764 20,393 5
6 Atmel 1,223,638 3,271 5
7 Infineon Technologies 1,174,178 2,520 5
8 Micron Technology 881,280 699 4
9 Analog Devices 547,254 2,369 5
10 Freescale Semiconductor 477,246 3,092 5
11 NXP 452,049 1,373 5
12 Xilinx 379,403 2,688 5
13 Broadcom 259,253 617 4
14 Renesas Electronics 200,935 676 4
15 STMicroelectronics 182,631 981 4
16 MediaTek 124,754 1,002 4
17 SK Hynix 2,565 3 1
18 Rohm Semiconductor 162 3 1
19 Nichia - - -Table 6: Ranking of semiconductor companies for use of YouTube
Who’s winning the social media battle in the semiconductor industry?
9. BEST PRACTICE Texas Instruments were the clear winners with regard to best practice, with their use of social channels scoring top marks throughout. All social channels are integrated, and the company responds directly to followers that engage directly with them.
10. SOCIAL MEDIA INDEX The semiconductor industry social media index uses a combination of both qualitative data for utilising best practice techniques, and quantitative data based on the audience reach (e.g. number of followers) and channel activity (e.g. number of blog posts).
Rank#
Companyname
Average
1 Texas Instruments 5
2 AMD 4.5
3 Atmel 4.5
4 Qualcomm 4.33
5 Fujitsu 4.33
6 Xilinx 4.17
7 ARM 4
8 Broadcom 3.83
9 Freescale Semiconductor 3.83
10 NXP 3.66
11 Analog Devices 3.66
12 Infineon Technologies 3.5
13 STMicroelectronics 3
14 Micron Technology 3
15 Renesas Electronics 2.83
16 MediaTek 1.66
17 Rohm Semiconductor 1.33
18 SK Hynix 1.17
19 Nichia 0.17
Rank#
Companyname
Average
1 Qualcomm 2.33
2 Texas Instruments 2.83
3 AMD 3.67
4 Fujitsu 4.17
5 Atmel 7.33
6 ARM 7.50
7 Freescale Semiconductor 7.50
8 Broadcom 8.00
9 NXP 9.50
10 Xilinx 10.50
11 Analog Devices 10.83
12 STMicroelectronics 11.17
13 Micron Technology 11.67
14 Infineon Technologies 12.50
15 Renesas Electronics 14.17
16 SK Hynix 14.83
17 MediaTek 16.17
18 Rohm Semiconductor 16.33
19 Nichia 19.00
Table 7: Ranking of semiconductor companies by average of best practice scores across six key social media activities
Table 8: The Socal Media Index of semiconductor companies by average of position rank in each channel
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Channel Quantative measure Good practice weightingBlogs Number of posts in the last
six months 1. Users can comment 2. Company replies to comments 3. Blog is promoted well within the web estate 4. Blog is integrated with other social media activity 5. Blogging widely supported, with range or seniority of bloggers
Facebook Number of fans 1. Company replies to wall posts 2. Company uses apps 3. Company has personalised its URL 4. Channel is integrated with other social media activity 5. Channel is linked to the corporate web site
Google+ Number of followers 1. Company is posting messages 2. Company is replying to messages 3. General profile completed 4. Channel is integrated with other social media activity 5. Channel is linked to the corporate web site
LinkedIn Number of followers 1. Company profile completed 2. Company is posting messages 3. Channel has employee testimonials 4. Channel is integrated with other social media activity 5. Channel is linked to the corporate web site
Twitter Number of followersNumber of tweets
1. Company profile completed 2. Company is posting messages 3. Channel has employee testimonials 4. Channel is integrated with other social media activity 5. Channel is linked to the corporate website
YouTube Number of video views 1. Comments are enabled 2. Company uses playlists 3. Channel is customised 4. Channel is integrated with other social media activity 5. Channel is linked to the corporate website
Who’s winning the social media battle in the semiconductor industry?
APPENDIX - METHODOLOGY • For each channel we recorded quantitative measures of activity, for example Twitter followers and tweets
• Companies were also awarded points for demonstrating good practice in how they used each channel. These good practice criteria are simple steps that companies can and should take in order to engage successfully in each channel
How we calculated the rankings
1. Calculate the individual company score for each of the six channels
a. Channel Score = Quantitative Measure X Good Practice Weighting
b. Good practice weighting is an opportunity for companies to improve their overall score by
the quality of how they use social media channels.
c. For each of the five good practice criteria a company can score an extra 20% above their quantitative score.
d. In the few cases where companies had zero for the Good practice weighting they were not penalised – their Channel Score was based solely on the Quantitative Measure.
e. Companies that did not use a particular channel were scored at zero.
2. Rank each company from 1 downwards by its individual Channel Score for each channel
a. The highest score was ranked number 1 and so on until all companies were ranked.
b. Companies with equal scores were treated as joint rankings.
c. Companies with zero scores were treated as joint last place.
3. Take the Average Ranking across all four channels
a. Average Ranking = (Blog ranking + Facebook ranking + Google+ ranking + LinkedIn ranking + Twitter ranking + YouTube ranking) / 6
4. Rank each company from 1 downwards by its Average Ranking across all four channels to provide the overall index
a. The lowest Average Ranking score was ranked number 1 and so on until all companies were ranked.
b. Companies with equal scores were treated as joint ranked.
How does your company rank in social media?
To find out, contact me. Jon Barrett, Digital Marketing Specialist
Email: [email protected]: +44 (0) 1225 470000
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INFLUENTIAL TWEETS – How B2B electronics media in North America are using Twitter
About Publitek Publitek is the world’s leading digital marketing and technology PR agency for the B2B electronics industry. By complementing our in-house capabilities with proven partners, we offer a multi-lingual, global capability encompassing both corporate and technical communications.
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