XXXX全球500强企业社会媒体营销使用报告

TheGlobalSocialMediaCheck-up2010Burson-MarstellerEvidence-BasedCommunicationsMethodology•ThesamplewasthecompaniesontheFortuneGlobal100list.Thesamplebreaksdownasfollows:•29U.S.companies•48Europeancompanies•20Asia-Pacificcompanies•3LatinAmericancompanies.(Becauseofthesmallsamplesize,resultsforthe3LatinAmericancompaniesisincludedintheoverallresults,butthisdataisnotbrokenoutinthedetailedanalysis.)•DatawascollectedbetweenNovember2009andJanuary2010.•“Active”accountshaveatleastonepostinthepast3months.•Outliershavebeennoted.•DatawascollectedbyBurson-Marsteller’sglobalresearchteam.2Burson-MarstellerEvidence-BasedCommunicationsMostGlobalCompaniesUseAtLeastOneSocialMediaPlatformMorethanone-half(79%)ofthetop100companiesintheFortuneGlobal500indexareusingatleastoneofthesocialmediaplatforms(Twitter,Facebook,YouTubeorcorporateblogs)consideredinthisstudy.3Burson-MarstellerEvidence-BasedCommunicationsNotManyGlobalCompaniesUseallPlatformsSimultaneouslyOnly20%ofthemajorinternationalcompaniesareutilizingallfourplatformstoengagewithstakeholders.20%28%15%25%0%5%10%15%20%25%30%TotalU.S.EuropeAsia-PacificGlobalCompaniesUsingAllFourPlatforms4Burson-MarstellerEvidence-BasedCommunicationsGlobalCompaniesFindValuefromEngaginginSocialMedia65%54%50%33%0%10%20%30%40%50%60%70%TwitteraccountsFacebookfanpagesYouTubechannelsCorporateblogsPercentageofFortuneGlobal100Companieswith...TwitteristhemostpopularsocialmediatoolamongFortuneGlobal100companies,withalmosttwo-thirds(65%)havingapresenceonthesocialnetwork.Atleastone-halfarereachingaudiencesthroughFacebook(54%)andYouTube(50%).One-thirdmaintaincorporateblogs.5Burson-MarstellerEvidence-BasedCommunicationsThoseWhoAreActiveHaveMultipleAccountsinEachChannelGlobalcompanieswithTwitteraccountshaveanaverageof4.2accountseach,andAT&T,NokiaandSamsunghaveatleast15accountseach.Thenumberofblogsisalsohigh,drivenupbycompaniesthathavemultipleblogsontheirwebsites.Mostoftentheseblogsareallaccessiblefromasinglepageonthecompanywebsite,providingaconsistentlookandtoneoftheblogs,evenifthesubjectmatteroftheblogsvaries.4.22.11.64.2012345TwitteraccountsFacebookfanpagesYouTubechannelsCorporateblogsBase=companieswithatleastoneaccountNumberofAccountsPerCompany6Burson-MarstellerEvidence-BasedCommunicationsCompaniesRecognizeValueinFrequentandSustainedEngagementSocialMediasiteFrequencyofActivityPercentwithActivity#ofpostsTwitterPastweek82%27tweetsFacebookPastweek59%3.6postsYouTubePastmonth68%10videosBlogPastmonth36%7blogpostsManycompanieshavehighactivitylevelsonsocialnetworkingsites.ThevastmajoritywithactiveTwitteraccounts(82%)havetweetedinthepastweekandatahighvolume(averageof27tweetseach).Fifty-ninepercenthavepostedontheirFacebookfanpages,68%postedYouTubevideosand36%blogged.FrequencyandVolumeofSocialMediaParticipation7Burson-MarstellerEvidence-BasedCommunications8Burson-MarstellerEvidence-BasedCommunicationsOver70%intheU.S.andEuropeHaveTwitterPresenceAlmosttwo-thirds(65%)oftheFortuneGlobal100haveTwitteraccounts,includingsimilarpercentagesintheU.S.(72%)andEurope(71%).TheaverageisdrivendownbyAsiancompanieswithonly40%onTwitter;AsiancompaniesprimarilyusesocialmediatocommunicatewiththeirWesternstakeholders.65%72%71%40%67%0%20%40%60%80%TotalU.S.EuropeAsia-PacificLatAmTwitterAccounts9Burson-MarstellerEvidence-BasedCommunicationsCompaniesinallRegionsareTalkingonTwitterTotalU.S.EuropeAsia-PacificPercentageofFortuneGlobal100Accountswithtweets82%82%82%84%AverageNumberoftweets27253028Thehighvolumeofactivityincludesnews,promotionalinformation,productinformation,relevantresearch,customerserviceand,toalesserextent,HRpostings.FortuneGlobal100ActivityonTwitterinPastWeek10[e-mail]boutonTwitterFiatUKused@FIAT_UKforeventsandpromotionslikePinkMyRide.TheHomeDepotcustomercareteamuses@HomeDepotforcustomerservicepurposes.11Burson-MarstellerEvidence-BasedCommunicationsStakeholdersWanttoHearWhatCompaniesareSayingTotalU.S.EuropeAsia-PacificNumberofFollowersPerAccount1,4891,7321,0811,769PercentageofFortune100CompaniesthatTwitterersareTweetingAbout42%48%36%33%Companiesineachregionhaveanaverageofatleast1,000followersforeachaccount,withanoverallaverageof1,479accounts,indicatingthatstakeholderswanttohearwhatcompanieshavetosayonTwitter.Forty-twopercentofglobalcompaniesarebeingtweetedabout.Particularly,almostone-half(48%)ofU.S.companiesarebeingtweetedabout.InterestinCompaniesonTwitter12Burson-MarstellerEvidence-BasedCommunicationsCompaniesareRespondingtoOthersCorporateResponsesandRetweetsWhilesomecompaniesarejustusingsocialmediaasanotherchanneltodisseminateinformation,manyareparticipatingindialoguewithstakeholders.Thirty-eightpercentofcompaniesarerespondingtopeople’stweets.Aboutone-third(32%)areretweetingcommentsfromothers,particularlyAmericancompanies(41%).38%43%25%49%32%41%23%28%0%20%40%60%TotalU.S.EuropeAsia-PacificPercentRespondingtoPeople'sTweetsPercentRetweeting13Burson-MarstellerEvidence-BasedCommunicationsCompaniesareAlsoParticipati