全球100品牌社会化媒体应用情况

1. Burson-Marsteller’s
@B_M
#BMGlobalSocial
facebook.com/Burson-Marsteller
bm.com/social

2. Study
Methodology
The study examines the use of social media by the Fortune Global 100.
Specifically it looks at how these companies use
Twitter Facebook YouTube Google Plus Pinterest
2

3. 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

4. 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

5. Insight 1:
People are talking about the
Fortune Global 100…
a lot.
5

6. The Fortune Global 100 companies
were mentioned a total of
10,400,132
times in one month.
6 Source: Visible Technologies

7. Twitter is Driving the Online Conversation
Average Number of Mentions Per Company In One Month On…
55,970
19, 739 19,610
173 2,381 4,606
36
7 Source: Visible Technologies

8. The 10 Global Companies With The
Most Online Mentions
8 Source: Visible Technologies

9. Gone are the days when
companies could sort
through and tally all of their
media mentions each
morning.
9

10. 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
March 2012
10 Source: Twitter

11. 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

12. Seventy-Two Hours of Video Are Uploaded
to YouTube Every Minute
YouTube exceeded
2 billion May 2010
views a day in 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 May 2012
YouTube each month.
12 Source: YouTube

13. Insight 2:
The growth in the volume of
conversations on social
media has encouraged
companies to participate.
13

14. Companies Using at Least One Social Media Platform
Increased by 10 Percent Since 2010
79% 84% 87%
2010
2012
2011
14 Source: Burson-Marsteller

15. Twitter is Most Popular Platform Among Global Companies
Percent of Fortune Global 100 Companies with…
82%
77% 79%
74%
65% 61%
57% Nearly Half of
54% Companies Have
50%
Google+ Accounts
2010
2012
2010
2012
2010
2012
2011
2011
2011
And a Quarter of
Companies Have
Pinterest Accounts
15 Source: Burson-Marsteller

16. Average Number of Followers Per Corporate Twitter
Account Nearly Tripled in Last Year
2010 1,489
2011 5,076
2012 14,709
16 Source: Burson-Marsteller

17. Average Number of Twitter Accounts Each Corporate Account
is Following Increased by 182 Percent Since 2010
2,062
1,860 +182%
731
2010
2012
2011
17 Source: Burson-Marsteller

18. Nearly Three-Quarters of Companies Have A Facebook
Presence
61% 74%
54%
2010
2012
2011
18 Source: Burson-Marsteller

19. 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

20. Percent of Companies with YouTube Channels
Increased by 39 Percent in Last Year
79%
50% 57%
2010
2012
2011
20 Source: Burson-Marsteller

21. Each corporate YouTube channel
averages 2,024,931 views and
1,669 subscribers.
21 Source: Burson-Marsteller

22. Insight 3:
Corporations have become
increasingly engaged on
social media.
22

23. Seventy-nine percent of corporate
accounts engage on Twitter with
retweets and @mentions.
23 Source: Burson-Marsteller

24. Conversations Are Happening on
Facebook
6,101
Each corporate Facebook page has an average of 6,101
people talking about it.
And 70 percent of corporate pages
70% are responding to comments on
their walls and timelines.
24 Source: Burson-Marsteller

25. Insight 4:
Companies are creating
multiple accounts to target
audiences by geography,
topic or service.
25

26. Companies Average More Accounts on Each
Platform Than Ever Before
Average Number of Accounts Per Company On…
10.1 10.4
8.1
5.8
4.2 4.2
2.7 2.6 2.0
2.1 1.6
2012
2012
2010
2012
2012
2010
2012
2010
2011
2011
2011
26 Source: Burson-Marsteller

27. Ford Uses Multiple Twitter Accounts to Highlight Different
Products and Services and to Meet the Diverse Needs
and Interests of Stakeholders
27

28. Wells Fargo Uses Different Twitter Accounts for Specific
Purposes - General News, Customer Service and
Career Opportunities
28

29. 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
2.1
2010
2012
2011
29 Source: Burson-Marsteller

30. Average Number of Channels Per Company on YouTube
Increased by 200 Percent in Last Year
2012
2011 8.1
2010
2.7
1.6
30 Source: Burson-Marsteller

31. Insight 5:
Companies are creating
original content to share
across all platforms and
accounts.
31

32. Ninety-three Percent of Facebook Pages Are Updated
Weekly
93%
84%
59%
2010
2012
2011
32 Source: Burson-Marsteller

33. New Facebook Timeline Design Allows Companies
to Use Creative Cover Images
33

34. Procter & Gamble’s YouTube Page
Ties Directly Into Major Advertising
Campaign
34

35. Insight 6:
As their presence on social
media platforms has grown,
companies are able to
rapidly adapt to new
platforms.
35

36. Nearly half (48 percent) of global
companies have Google+
accounts.
36 Source: Burson-Marsteller

37. Sony Actively Engages With Customers
on Google+
37

38. 25%
One quarter (25 percent) of
global companies have
Pinterest accounts.
38

39. Companies Use Pinterest to Visually
Highlight Products and Services
39

40. Regional Insights
40

41. 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% 50%
Global 32% 39% 31% 33%
LatAm
25%
11% 12%
2010 2012 2010 2012 2010 2012 2010 2012
Blogs
41 Source: Burson-Marsteller’s upcoming Latin America Social Media Check-Up 2012

42. 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%
49%
2012
2010
Latam Global Latam Global
Argentina Brazil Chile Colombia Mexico Peru Puerto Rico Uruguay Venezuela
2012 64% 88% 76% 76% 76% 60% 28% 36% 84%
2010
25% 63% 57% 48% 80% 40% 5% - 75%
42 Source: Burson-Marsteller’s upcoming Latin America Social Media Check-Up 2012

43. In Europe, Global Companies Must Grapple
with the Challenge of Many Languages
Vodafone Has Separate Facebook Accounts for Each Country
43

44. The Rise of Multilingual Accounts:
Total Engages Followers in Both English and French
44

45. Asia-Pacific Has Caught Up, But Companies in
Asia Use Different Channels to Communicate
Microblogs
Australia 90% 50% 50%
China 80% 90% 50% 30%
Social Networks
Hong Kong 60% 70% 10% 30%
India 70% 70% 20% 40% Corporate
Blogs
Indonesia 50% 40% 20% 30%
Video sharing
Japan 70% 40% 70%
South Korea 90% 70% 90% 60%
Malaysia 80% 100% 20% 80%
Philippines 50% 40% 10% 40%
Singapore 30% 30% 50%
Taiwan 20% 40% 30%
Thailand 70% 90% 10% 70%
45 Source: Burson-Marsteller Asia-Pacific Social Media Study 2011

46. 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/

47. Contacts
Burson-Marsteller Digital Strategists
Dallas Lawrence Zaheer Nooruddin Matthias Lüfkens
Chief Global Digital Strategist Asia-Pacific Europe, Middle East and Africa
+1-310-309-6677 +852-2963-6775 +41-22-593-6926
Dallas.Lawrence@bm.com Zaheer.Nooruddin@bm.com Matthias.Luefkens@bm.com
@dallaslawrence @Digible @luefkens
Cely Carmo Michael Bassik
Latin America United States
+55-11-3-094-2256 +1-212-614-4165
Cely.Carmo@bm.com Michael.Bassik@bm.com
@celycarmo @mbassik
Media Contact
Paul Cordasco
Managing Director, Global
Marketing
+1-212-614-4522
Paul.Cordasco@bm.com
@PaulCordasco
47
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