social media trends among the fortune 500 & inc. 500

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Presented by: Nora Ganim Barnes, Ph.D University of Massachusetts Dartmouth Director, Center for Marketing Research 8 th Annual SNCR Research Symposium November 7, 2013, Thomson Reuters Boston Office www.sncr.org Inc. 500 Settles In, Fortune 500 Get Excited: Blogging Embraced, FB Falls

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Presented by SNCR Fellow, Nora Barnes, Director of Center for Marketing Research at the University of Massachusetts Dartmouth, at the 8th Annual SNCR Symposium on Nov. 7th, 2013 in Boston, MA

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Page 1: Social Media Trends Among the Fortune 500 & Inc. 500

Presented by:

Nora Ganim Barnes, Ph.D

University of Massachusetts Dartmouth

Director, Center for Marketing Research

8th Annual SNCR Research Symposium

November 7, 2013, Thomson Reuters Boston Office

www.sncr.org

Inc. 500 Settles In, Fortune 500 Get

Excited: Blogging Embraced, FB Falls

Page 2: Social Media Trends Among the Fortune 500 & Inc. 500
Page 3: Social Media Trends Among the Fortune 500 & Inc. 500

The Inc.500 and

Social Media a

Page 4: Social Media Trends Among the Fortune 500 & Inc. 500

Methodology

Nationwide telephone survey using Inc. 500 lists

114 participated in 2011

170 participated in 2012

Both studies are statically valid

Page 5: Social Media Trends Among the Fortune 500 & Inc. 500

0

10

20

30

40

50

60

70

80

90

100

Blogging Facebook Twitter LinkedIn Foursquare Youtube Pinterest Do Not UseAny

37%

74%

64%

73%

13%

45%

0% 9%

44%

67% 67%

81%

28% 30%

18% 8%

GROWTH IN SOCIAL MEDIA TOOLS 2011-2012

2011

2012

Page 6: Social Media Trends Among the Fortune 500 & Inc. 500
Page 7: Social Media Trends Among the Fortune 500 & Inc. 500

Measures of Success

Page 8: Social Media Trends Among the Fortune 500 & Inc. 500
Page 9: Social Media Trends Among the Fortune 500 & Inc. 500

0

10

20

30

40

50

60

70

80

90

100

Increase Decrease Remain the Same No Response/Unsure

71%

0%

25%

4%

44%

1%

41%

15%

WHAT ARE YOUR BUDGET PLANS FOR YOUR SOCIAL MEDIA INVESTMENTS FOR THE UPCOMING YEAR?

2011-2012

2011

2012

Page 10: Social Media Trends Among the Fortune 500 & Inc. 500

0

10

20

30

40

50

60

70

80

90

100

Yes No No Response/Unsure

34%

58%

8%

DO YOU HAVE ANY WAY TO FINANCIALLY DETERMINE THE RETURN ON INVESTMENTS

FOR YOUR SOCIAL MEDIA EFFORTS? 2012

Page 11: Social Media Trends Among the Fortune 500 & Inc. 500

0

10

20

30

40

50

60

70

80

90

100

Yes No No Response/Unsure

68%

30%

1%

70%

28%

2%

68%

31%

1%

63%

35%

2%

DOES YOUR COMPANY TRACK ONLINE CONVERSATIONS ABOUT YOUR BRANDS, PRODUCTS OR INDUSTRY FROM

A MONITORING TOOL LIKE GOOGLE ALERTS OR A MONITORING SERVICE?

2009-2012

2009

2010

2011

2012

Page 12: Social Media Trends Among the Fortune 500 & Inc. 500
Page 13: Social Media Trends Among the Fortune 500 & Inc. 500

Highlights

• Marketing Departments are assuming responsibility for

Social Media function and planning

• Blogging jumps among the Inc. 500

• LinkedIn leads the way

• Fewer companies will increase investments in social media

• Monitoring the social media buzz falls off

• ROI linked to reducing costs for recruiting

Page 14: Social Media Trends Among the Fortune 500 & Inc. 500

The Fortune 500 and

Social Media a

Page 15: Social Media Trends Among the Fortune 500 & Inc. 500
Page 16: Social Media Trends Among the Fortune 500 & Inc. 500
Page 17: Social Media Trends Among the Fortune 500 & Inc. 500
Page 18: Social Media Trends Among the Fortune 500 & Inc. 500

Methodology

A company was counted as having a blog if they had a public

facing corporate blog from the primary corporation with recent

posts

All corporate homepages of the Fortune 500 list were examined

for links to, or mention of, corporate blogs.

If none were found, a search on the site was conducted using the

key word “blog.” If no blogs were located on the homepage or

through a site search, Google and Technorati were used.

Page 19: Social Media Trends Among the Fortune 500 & Inc. 500

Blogs in the Fortune 500 (2011 vs 2012 vs 2013)

One hundred seventy-one (34%) of the primary corporations

have a public facing corporate blog with a post in the past

year (23% in 2011, 28% in 2012).

Top 5 companies

Have Blogs:

Without A Blog at This Time:

Page 20: Social Media Trends Among the Fortune 500 & Inc. 500

16% 22% 23% 23% 28%

34%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2008 2009 2010 2011 2012 2013

Fortune 500 Corporations with

Public Facing Corporate Blogs

(2008 - 2013)

Page 21: Social Media Trends Among the Fortune 500 & Inc. 500

Blogs by Industry

Corporate Blogs by Industry

Number of

Companies

w/blogs Percent

Telecommunications 9/17 53%

Specialty Retailers 10/22 46%

Food Consumer Products 5/15 33%

Utilities: Gas and Electric 6/23 26%

Aerospace and Defense 3/12 25%

Commercial Banks 4/18 22%

Chemicals 3/15 20%

Insurance: Property and Casualty (Stock) 2/10 20%

Motor Vehicles and Parts 2/15 13%

Page 22: Social Media Trends Among the Fortune 500 & Inc. 500

Blog Engagement

(2013)

79% of the Fortune 500 blogs in 2013 take and

respond to comments, offer RSS feeds and

email subscriptions.

Page 23: Social Media Trends Among the Fortune 500 & Inc. 500

Highlights

• Increase in adoption of blogging by 6%, their use of Twitter by 4%

and their use of Facebook pages by 4%

• Sixty-nine percent of the 2013 F500 use YouTube, up 7% from last

year.

• Prefer Twitter to Facebook and are experimenting with new tools such as Google+, Foursquare and Instagram. (Only Google+ shows evidence of a significant number of open, but inactive, accounts).

Page 24: Social Media Trends Among the Fortune 500 & Inc. 500
Page 25: Social Media Trends Among the Fortune 500 & Inc. 500

45%

22%

50%

23%

37%

23%

44%

28%

37%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Inc. 500 Fortune 500

Trends in Blogging

Inc. 500 vs Fortune 500

(2009 - 2013) 2009

2010

2011

2012

2013

Page 26: Social Media Trends Among the Fortune 500 & Inc. 500

67% 67%

30%

44%

18%

28%

70%

77%

69%

34%

9% 9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Facebook Twitter YouTube Blogging Pinterest Foursquare

Social Media Usage

Inc. 500 vs Fortune 500

(2012/2013)

Inc. 500

(2012)

Fortune 500

(2013)

Page 27: Social Media Trends Among the Fortune 500 & Inc. 500

www.umassd.edu/cmr