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is different. Regulatory requirements in sectors, such as banking, can dictate the approach taken by companies and, on occasion, leads to sterile content on Facebook pages with no potential for comment or discussion. Some sectors are, however, invisible on social media. Tobacco companies are noticeably absent for obvious reasons, while commercial service companies, such as power hire group Aggreko and global inspection group Intertek, have avoided Facebook, even though the latter is mentioned once every three days on the social networking site. Similarly, of the 11 mining related companies listed on the FTSE 100, just Rio Tinto is actively engaged with social media. Some companies, such as Associated British Foods, home improvement retailer Kingfisher or publisher Reed Elsevier, which do not use social media, are effectively parent companies for wellknown household brands, which do have an active presence in social media.
FTSE 100 use of
Kingfisher, for example, owns B&Q and Screwfix in the UK. DIY chain B&Q has a dedicated social media presence on the home page of its corporate website. It is monitored between 9am and 5pm every weekday. Its Facebook page has just under 10,000 fans, more than 5,200 people follow @BandQ, while a series of videos on YouTube offer handy tips and advice on DIY. Trade supplier Screwfix is similarly active in social media and has an online community where users share advice on products and help each other with problems. Plumbers Talk, for example, has enjoyed more than 29,000 discussions. This implies that these companies understand the value of social media, but still believe it to be an inappropriate communications tool for their corporate profile. But of the 54 FTSE 100 companies that do have a presence on Facebook, 38 have a community page that has been automatically generated by Facebook. Those FTSE 100 companies using Facebook do so primarily to
FTSE 100 application of
17
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raise brand awareness through their corporate and social responsibility activities. Companies that have strong graduate programmes, such as AstraZeneca, Centrica and Reckitt Benckiser, actively use Facebook for recruitment purposes and to create opportunities for new staff to connect with contemporaries and engage with the group. AstraZeneca, for example, provides regular advice, responds quickly to career queries and advertises jobs and internships. On average, it makes one new post every day. Consumer goods group Reckitt Benkiser goes one step further by offering career advice, links to the My RB Opportunity Blog and a dedicated area for students with external links to helpful websites.
FTSE 100 use of
Burberry is the most popular FTSE 100 company on Facebook with more than four million followers Cairn Energy plc, not to be confused with Cairn Energy who lives in Dhaka, Bangladesh, is the least popular with just six followers Each tweet from Burberry has a potential reach of 66,000 making it the FTSE 100s most powerful tweeter Associated British Foods has no social media presence, but its individual brands reach more than 30,000 people through their Twitter accounts
Every tweet from TUI Travel is retweeted, on average, 48 times Just five companies Barclays, Lloyds Banking Group, Pearson, Reckitt Benckiser, WPP have a dedicated page on their corporate websites for social media channels Every three minutes Barclays is mentioned on Facebook, predominantly as a result of sponsoring the Premier League But Bunzl is the least mentioned FTSE 100 company on Facebook; its name is mentioned just once every nine days At 32, Pearson has the greatest number of separate Twitter accounts, which represents its constituent brands, but only one for the corporate brand
But Sainsburys tweets once an hour every day in office hours Next has the most passionate and engaged social media community; 43 per cent of customers repeatedly discuss the brand But Carnival Cruises and Intercontinental Hotels have the happiest social media users; for every bad comment, 13 good ones are posted Just 14 companies BP, British Land, Carnival Cruises, Essar Energy, Inmarsat, Legal and General, Marks & Spencer, Morrisons, Next, Reckitt Benckiser, Shell, Standard Life, Unilever and United Utilities offer a link to their social media activities on their corporate websites home page
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2,532,797 FTSE100 Twitter followers
#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@# 3
Investec, Aggreko, ARM Holdings, BAE Aviva. Burberry, WPP, Standard Invensys, Barclays, life, Systems, Inmarsat
SECTOR ANALYSIS
Most active sectors
across all social media channels
Banking
Retail
Food Facebook
66 55 44 33 22 11 00
Banking
350 300 250
Per cent
Per cent
Marks & Marks & Spencer Spencer Facebook retail food twitter
Retail
Food Twitter
200 200
Insurance
150 150
Per cent
100 100 50 50 00
Insurance
300 250 200
Per cent
150 100 50 0
Aviv a Fa ceb ook Aviv a Tw Leg itte al & r Gen era l Fa ceb Leg ook al & Gen era l Tw itte Old r Mu tua l Fa ceb ook Old Mu tua l Tw itte Pru r den tial Fac ebo ok Pru den tial Twi RSA tter Insu ran ce F ace boo RSA k Insu ran ce T wit Sta ter nda rd L ife F ace boo Sta k nda rd L ife T wit ter
200
retail clothes
Retail
200
Clothes
Burberry versus Next Burberry versus Next
200
Exposure - how many people saw how many tweets Number of people reached by twitter (1000's)
100
Per cent
100
50 50
00
50 0
Reach
Passion
Strength
british airways
British Airways
British Airways has an active and vibrant presence on both Twitter and Facebook, and at first glance appears to be a glaring omission from the top ten FTSE 100 companies on social media. But, following its merger with Spains Iberia in April 2010, British Airways is now part of the International Consolidated Airlines Group,
200 150
Per cent
which has limited its social media presence to a community page automatically generated by Number of people reached by twitter (1000's) Facebook. It has just five likes. This obscures British Airways successful foray into social media. The airline is mentioned every 18 minutes on Facebook, compared to one day for nearest FTSE 100 rival Tui Travel, and every nine minutes on Twitter.
Exposure - how many people saw how many tweets
Drinks companies
Diageo regularly updates its Facebook pages but @diageoplc, which has eight followers, has only tweeted three times. Many of Diageos brands are active on social media. Guinness attracts the most positive mentions, and is mentioned every three minutes on average on Twitter. SABMiller does not engage on Facebook but has a regularly updated Twitter account which documents its CSR activities in emerging markets.
Pharmaceuticals
Shire does not actively engage with social media users. By contrast, AstraZeneca, GlaxoSmithKline and Smith & Nephew have multiple Facebook and Twitter accounts.
Invisible Sectors
Mining
Eurasian, Fresnillo, Kazakhmys, Lonmin, Randgold Resources, Vedanta, Xstrata are not engaged with social media users. BHP Billiton, Johnson Mattheys and Rio Tinto have Twitter accounts.
Commercial Services
Neither Aggreko, Bunzl, Experian, Intertek nor Serco have Facebook pages. But Intertek does have four Twitter handles. Bunzl and Serco use Twitter solely for recruitment.
Financial Services
Neither 3i Group, Alliance Trust, ICAP, Investec, Man Group, Resolution nor Schroders has a corporate Facebook page but ICAP uses Facebook for recruitment. Alliance Trust, Man Group and Resolution do not engage with social media users.
Tobacco
Tobacco companies do not engage with social media users.. Imperial Tobacco does have a Twitter account, which has attracted 116 followers but has yet to emit a single tweet.
Consumer goods
Both Reckitt Benckiser and Unilever have dedicated corporate pages as well as profiles for each of their household brands. Unilever reaches, on average, more than 42,000 people from 50 tweets, but more people engage with Reckitt Benckiser, which has a smaller number of followers.
Manufacturing
IMI, Invensys, Smiths Group and Weir Group are not engaged with social media users.
Utilities
Scottish and Southern Energy does have a Twitter account but does not engage with Facebook users. Severn Trent and Centrica use Facebook primarily for recruitment.
Real Estate
Capital Shopping Centres and Hammerson are not engaged with social media users. British Land tweeted for the first time on 15 February 2011.
#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@# 5
www.facebook.com/Sky Sky launched its Facebook page in January 2009 and now has more than 50,000 fans. The site is regularly updated and tabs are cleverly utilised to promote products, such as HD, 3D, Anytime+ and Sky Rewards. The company invites queries, posting at 8am every day that a team is ready and available until 10pm. Between two and eight thousand votes are cast in Skys polls indicating a high degree of user engagement. Time to answer questions 40 minutes Average comments per post 55 Average likes per post 19 Top keywords news, corp, atlantic, skyhd, videos The top ten FTSE 100 companies on Facebook
Passion Strength
www.facebook.com/Carnival As holiday makers are encouraged to use Carnivals Facebook page before, during and after their cruises, it is the most regularly updated in the FTSE 100, with more than 16,000 photographs (prompted by Photo Fun Friday), 1,500 discussions and more than 100 posts on its wall every day. The company runs regular competitions on Facebook, and it is possible to book cruises directly on the social network. From 45,000 fans at the end of 2009, Carnival now has more than 510,000 fans. Time to answer questions 60 minutes Average comments per post 67 Average likes per post 223 Top keywords cruise, ships, family, travel, Caribbean, corp, vacation
Thecasestudies onthispagedetail 120 120 Reach The top ten The top ten FTSE 100 companies onten FTSE 100 companies on Facebook FTSE 100 companies on Facebook The top Facebook brandswiththe 100 100 mostinnovative anddeveloped 120 120 120 80 80 Facebookpages. Butthisdoes 100 100 60 60 100 notalways 40 40 correlatewithuser 80 80 80 engagement.These 20 20 60 60 twochartsshowthe 60 companieswiththe 00 40 40 40 mostfavourable usermentions.
Per cent
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www.facebook.com/MorrisonsWeLoveFood There is a clear link to the Morrisons We Love Food Facebook page from the supermarket groups homepage on its website. The welcome tab opens with the opportunity to win prizes with regular competitions and chances to engage with Morrisons directly by becoming, for example, a food reviewer. Customers regularly post on the wall, talking about their favourite foods, which are usually Morrisons own brand products. All conversations are closely linked to any original post from Morrisons, and are incredibly positive with comments on value for money, special in-store offers and the quality and prices of its products. Time to answer questions 1 day Average comments per post 22 Average likes per post 153 Top keywords Morrison, sports, picks, price, handicappers www.facebook.com/ReckittBenckiser The consumer goods giants Facebook page opens to a welcome tab, which encourages visitors to like the page to gain access to exclusive online content. The page is colourful, easy to navigate and contains links to polls, events, discussions, questions and online games. Last year Reckitt Benckiser launched poweRBrands which allowed players to test their marketing and business ability. The most recent edition UrbAN THRILL is a free running game to encourage young talent to consider the career opportunities offered by the company. Reckitt Benckiser posts irregularly and usually provides updates on financial and company information. Time to answer questions 20 hours Average comments per post 2 Average likes per post 8 Top keywords maker, household, products, durex, lysol www.facebook.com/vodafoneUK www.facebook.com/Tesco The regularly updated site offers recipes, links to other Tesco Facebook pages, helpline phone numbers, opportunities to sign up for Tesco Clubcard, as well as discussions, photos and videos. Its first user poll, which asked the very simple question Has everyone adjusted their clocks yet?, received more than 200 votes within the first hour. Within 36 hours it had recorded 436 responses. With a fan base of, at that time, just over 9,300 followers, this implies nearly five per cent had interacted. Time to answer questions 5 hours Average comments per post 12 Average likes per post 37 Top keywords insurance, quote, direct, stores, online, home Vodafones Facebook page opens onto the welcome tab Vodafone VIP. This contains information about customer services, with help and support available online, troubleshooting and an eForum. Users are also able to link from the Facebook page to their online accounts. At any time, there are lots of discussions simultaneously taking place indicating that consumers are very engaged with the brand. Vodafone is quick to respond to users. Staff also use their names and job titles to sign off posts. Time to answer questions 50 minutes Average comments per post 27 Average likes per post 66 Top keywords mobile, free, sensation, iPhone, video, galaxy, clicks, phone, broadband
www.facebook.com/BraveImaginativeDecent At first glance, Pearson does not appear to have the social media reach of other FTSE 100 companies using social media with just over 2,500 fans on Facebook. This is because Pearson has created separate Facebook pages for each subsidiary, such as the Financial Times and Penguin, and is also country specific, reaching more than 270,000 fans worldwide. The interactive world Pearsonville allows users to explore how Pearsons products impact on their lives. Consequently, Pearson has a similar influence and is as likely to be mentioned as much as Burberry or Vodafone. Time to answer questions 6 hours Average comments per post 0 Average likes per post 3 Top keywords bookmark, education, English, business, book, communication, media, schoolnet
BT has enjoyed one of the fastest growing fan bases for a FTSE 100 company, gaining more than 59,000 fans in its first month
Mining company BHP Billiton has no official presence on Facebook but there is a strong anti-BHP Billiton site
Four people dominate BPs Facebook wall. One man in particular comments on almost every post and inflames discussions
Morrisons We Love Food has the happiest customers on Facebook for a retailer.
#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@# 7
From 50 tweets:
Reach 35,396 Exposure 1 tweet Tweets 35 Retweets 5 @replies 10 EngagedusersforUK 327 Sentiment 5:1
@avivaplc
More than 1,000 followers
The insurance company also has Twitter accounts for its Big Picture campaign and Aviva Stadium, which has more than 2,000 followers. On 5 August 2010, Aviva took to Twitter to highlight its half year results.
From 50 tweets:
Reach 31,679 Exposure 1 tweet Tweets 41 Retweets 2 @replies 7 EngagedusersforUK 68,000 Sentiment 4:1
@burberry
More than 253,000 followers
Burberry has huge numbers of followers, devoted to this aspirational brand. It also follows very few people compared to followers, which gives it thought leadership status.
From 50 tweets:
Reach 31,255 Exposure 1 tweet Tweets 48 Retweets 1 @replies 1 EngagedusersforUK 76 Sentiment 12:1
@baesystemsplc
More than 600 followers
BAE Systems has four separate Twitter handles. The official Twitter handle @baesystemsplc has considerably fewer followers than the US Twitter feed, although they both tweet on the same topics.
From 50 tweets:
Reach 17,947 Exposure 1 tweet Tweets 34 Retweets 9 @replies 7 EngagedusersforUK 728 Sentiment 4:1
@marksandspencer
More than 20,000 followers
Marks & Spencer primarily uses its Twitter account to advertise and market new products. There are some retweets but mostly user generated content. Offers and competitions also feature in its tweets.
From 50 tweets:
Reach 61,733 Exposure 1 tweet Tweets 41 Retweets 7 @replies 2 EngagedusersforUK 1,000 Sentiment 12:1
@barclayswealth
More than 4,000 followers
The official Twitter handle @Barclays has not yet been activated. However Barclays has used Twitter for its Barclays Live campaign, Barclays cycle hire, and Barclays Stock.
54
Companies:
32
From 18 tweets:
Reach 3,209 Exposure 1 to 7 tweets Tweets 15 Retweets 2 @replies 1 EngagedusersforUK 213 Sentiment 5:1companies on Twitter The top ten FTSE 100
350 350 300 300 250 250 Per cent 200 200 150 150 100 100 50 50
00
@morrisonsoffers
More than 1,300 followers
All Morrisons tweets relate to offers within its stores. The supermarket chain is rightly proud of its Twitter account; there are very clear links on the home page of its corporate website.
From 50 tweets:
Reach 81,648 Exposure 1 tweet Tweets 43 Retweets 5 @replies 2 EngagedusersforUK 1,000 Sentiment 13:1
@riotinto
More than 3,500 followers
This represents a well established, non-consumer facing Twitter account. Each tweet is concerned with either company or industry information. In April, Rio Tinto tweeted throughout its AGMs.
From 40 tweets:
Reach 17,792 Exposure 1 tweet Tweets 24 Retweets 9 @replies 7 EngagedusersforUK 2,000 Sentiment 4:1
@sainsburys
More than 16,500 followers
Sainsburys tweets deals, recipes, ideas and competitions from its well branded account. It directly engages with consumers and quickly replies to complaints and feedback.
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120 100
From 50 tweets:
Reach 13,696 Exposure 1 tweet Tweets 26 Retweets 6 @replies 18 EngagedusersforUK 2,000 Sentiment 6:1
@UKtesco
More than 800 followers
@UKtesco has only recently launched and provides a dedicated customer service. But myriad Tesco-related handles (some unofficial) have contributed to Tescos top 10 presence.
From 40 tweets:
Reach 42,360 Exposure 1 tweet Tweets 24 Retweets 9 @replies 7 EngagedusersforUK 2,000 Sentiment 7:1
@unilever_press
More than 5,000 followers
A corporate press office channel, with information on the share price, news cuttings and retweets from Unilever brands. Its bio is unique to the top ten as it includes the press officers names.
120 100
#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@# 9
Burberry S ext V N
Burberry versus Next
200 200
On Twitter
@burberry currently has almost 253,000 followers and selectively follows 94 individuals, such as celebrities like Victoria Beckham, fashion news sites as well as opinion leaders from fashion forums. The Twitter feed links to updates on the brands activities, including who is wearing what of their products and where. Burberry brand ambassador Emma 200 Watson gets a significant voice on the 200 Twitter page, creating further traction for 150 200 150 the brand due to her celebrity status.
Burberry versus Next Burberry versus Next Burberry versus Next
150 150
Per cent
100
50
From 50 tweets:
Tweets41 Retweets 2 @replies 7
50 0 0
All research was conducted in March 2011. Companies listed on the FTSE 100 were correct at the time of research.
Summing up
Rather than berate the companies that have elected not to build a social media presence we have focused on those who are setting an example for others. Some have shown best practice in terms of using social media for customer service and others are simply using social media in a creative and stand out way. Those who do not have a public presence may just be taking their first steps with care. It is far better to spend the time defining your objectives and listening to the needs of your customers, or for some, more importantly, potential customers, before jumping in to the deep end without a defined strategy. If youre at this stage and not sure where to start, before you set up a Facebook page or Twitter feed, think about what it is you want to achieve. This will help you to decide what content you will share, how you will reply to comments and which influencers will help you reach your audience. It is also vital to decide who will be responsible for the day-to-day implementation and management of your social media profiles. Some businesses may be best placed to manage all elements from within the organisation with strategic input from an agency and others may elect to source support from an agency for all community management. From our experience both can work and there is no one size fits all solution. Social media may empower the consumer but it also creates an opportunity for brands. In the same way that Next has been able to elevate its presence to a similar level as Burberry, smaller brands can now have a voice and stand alongside large corporations such as those in the FTSE 100. Beth Carroll, head of social media Three_D, a division of Threepipe
Next
On Facebook
Launched in May 2009, the page has more than 547,000 fans. On average 28 people per hour liked Next Facebook in March. It is also possible to subscribe via SMS, and to suggest friends who might like to become fans. Fans not only regularly like posts but engage through comments. These quickly move beyond the realm of the original post to, for example, discussions regarding the nature of celebrity. Many users communicate with each other through these discussions creating a community of followers. There is also the option for people to complain through comments, which opens up potential for negative feedback. Next answers comments quickly, uses first names to communicate and is friendly without being over personal. Next often direct messages fans which ensures that any negative conversations do not continue publicly. Next has fully utilised the capabilities of its Facebook page. Its welcome tab has a style Food Sector Analysis Twitter 2 update that promotes its latest products. Competitions have their own branded Food Sector Analysis Twitter 2 tabs and people engage with discussions, 35 Food Sector Analysis Twitter 2 becoming very personal and sharing 35 30 experiences on sensitive issues. Next also hosts Food Sector Analysis Twitter 2 interviews with celebrities and live web chats 30 Analysis 35Food Sector25 Twitter 2 that are publicised through the Facebook page.
20
On Twitter
@nextofficial launched in May 2009, reaching 1,000 followers within three months. This grew steadily until June 2010 when a large increase in followers brought the total to more than 7,000. At one point Next followed more than 2,700 people, mainly female students and mothers, but from June 2010 it began to reduce this number coinciding with a marked increase in the number of followers.
burberry vs next Twitter 2
40 40 35 35 30 30 25 25 20 20 15 15 10 10 55 00 BURBERRY GRP
From 50 tweets:
Tweets27 Retweets13 @replies10 Reach16,414 EngagedusersforUK3,000 Sentiment3:1
Burberry
NEXT
Next
Number of people reached by Twitter (thousands) Exposure how many people no. @replies saw how many tweets
regular Retweetstweets
retweets
35