Social Media Use by Australia's Best Brands 2009

50 %
50 %
Information about Social Media Use by Australia's Best Brands 2009
Business

Published on November 22, 2009

Author: BMAustralia

Source: slideshare.net

Description

Burson-Marsteller Australia study, which looks at the use of social media by Australia's Best Brands. We examined use of Twitter, Facebook Pages and Blogs.

Social Media Use by Australia’s Best Brands Sydney, Australia November 2009

Methodology – Research Objectives The analysis looked to identify how top Australian companies are using key social media platforms to communicate and engage directly with stakeholders, specifically: Twitter : The study tallied official Twitter accounts for Australia’s Best Brands. Facebook: The study identified and analysed official corporate presence of Australia’s Best Brands on Facebook. The study examined corporate pages, but not third party groups and fan pages. Blogs : The study examined whether and how Australia’s Best Brands are using branded corporate blogs to communicate and engage with stakeholders. The analysis does not include independent subsidiary brands that do not share a name with the parent company. The study builds on Social Media Use by Fortune 100 Companies , published by Proof Digital Media and Burson-Marsteller in July 2009. This study is the first part in a two part research project. Part two will focus on corporate websites and newsrooms.

The analysis looked to identify how top Australian companies are using key social media platforms to communicate and engage directly with stakeholders, specifically:

Twitter : The study tallied official Twitter accounts for Australia’s Best Brands.

Facebook: The study identified and analysed official corporate presence of Australia’s Best Brands on Facebook. The study examined corporate pages, but not third party groups and fan pages.

Blogs : The study examined whether and how Australia’s Best Brands are using branded corporate blogs to communicate and engage with stakeholders.

The analysis does not include independent subsidiary brands that do not share a name with the parent company.

The study builds on Social Media Use by Fortune 100 Companies , published by Proof Digital Media and Burson-Marsteller in July 2009.

This study is the first part in a two part research project. Part two will focus on corporate websites and newsrooms.

The study examined the top 20 brands as listed in Interbrand’s Australia’s Best Brands Report , March 2009. The study ranks the top 20 Australian companies by brand value, which is a derivative of the way business and financial assets are valued covering three elements: Financial Forecasting; Role of Branding; Brand Strength. Financial assessments are based on published annual reports and analyst reports from investment banks. Marketing assessments are based on a wide array of primary and secondary sources. Ultimately, each brand was assessed for inclusion on its own merits. Holding companies are excluded from the Interbrand report. Wholly owned or local subsidiaries of global brands are also excluded. Interbrand has published national brand value rankings more than ten countries around the world. There is no formal relationship between Burson-Marsteller and Interbrand. Interbrand were not involved in the development of this study but are aware of its existence. Methodology – Source Companies

The study examined the top 20 brands as listed in Interbrand’s Australia’s Best Brands Report , March 2009.

The study ranks the top 20 Australian companies by brand value, which is a derivative of the way business and financial assets are valued covering three elements: Financial Forecasting; Role of Branding; Brand Strength.

Financial assessments are based on published annual reports and analyst reports from investment banks. Marketing assessments are based on a wide array of primary and secondary sources. Ultimately, each brand was assessed for inclusion on its own merits.

Holding companies are excluded from the Interbrand report. Wholly owned or local subsidiaries of global brands are also excluded.

Interbrand has published national brand value rankings more than ten countries around the world.

There is no formal relationship between Burson-Marsteller and Interbrand. Interbrand were not involved in the development of this study but are aware of its existence.

Social Media Use – Multiple Channels Percent of Australia’s Best Brands active on Twitter, Facebook and their Corporate Blog Australia’s top companies are still experimenting with social media for stakeholder communication, mostly limiting activity to a single social media channel. Few companies are yet using top social media platforms in a strategic, or integrated manner across multiple channels.

Percent of Australia’s Best Brands active on Twitter,

Facebook and their Corporate Blog

Social Media - Use By Channel Percent of Australia’s Best Brands using each social media channel Facebook and Twitter are the preferred social media channels for online stakeholder communication. However, many corporate Facebook and Twitter accounts are inactive, suggesting companies are trying to decide how best to use them. Corporate blogs are used by only 4 of Australia’s top 20 companies.

Percent of Australia’s Best Brands using

each social media channel

Industry Analysis – Financial Services Percent of Australia’s Top Financial Services Brands using each social media channel Australia’s top Financial Services companies prefer to use Twitter for stakeholder online communication and engagement. A relatively high percentage of Financial Services companies are not using any social media platforms.

Percent of Australia’s Top Financial Services

Brands using each social media channel

Industry Analysis – Retail Percent of Australia’s Top Retail Brands using each social media channel Top Australian retailers are more active than their financial services counterparts in using social media. Australia’s top retail brands prefer to use Facebook to communicate online with and engage stakeholders.

Percent of Australia’s Top Retail Brands

using each social media channel

Industry Analysis - Global Comparison How Australia’s Best Brands compare to the Fortune 100 in their use of social media channels Australian companies are using Facebook to a greater extend than their Fortune 100 counterparts. However, they are lagging Fortune 100 in use of Twitter and blogs. Notes: 1 / for the purposes of this study, Fortune 100 Commercial Banking and Insurance are bundled under a general ‘Financial Services’ category 2 / Fortune 100 General Merchandiser, Specialty Retailer and Food and Drug Stores categories are bundled as ‘Retail’ Breakdown by industry Financial Services Retail Aus Top 20 Fortune 100 1 Aus Top 20 Fortune 100 2 Percentage on Twitter 38% 42% 63% 79% Percentage on Facebook 25% 8% 75% 50% Percentage with a blog 13% 17% 25% 36%

How Australia’s Best Brands compare to the Fortune 100

in their use of social media channels

Twitter

Twitter – Corporate Use in Australia % of Australian Best Brands with Twitter accounts 40% of top Australian companies have at least one Twitter account In total there are 18 Twitter accounts, of which, 8 are inactive. However, numbers of followers remains low, with a median of 193 rising to 8,000+ for Billabong In addition to corporate use, a number of companies are using Twitter locally and to promote sub-brands e.g. Westpac.

Twitter – Functional Use Main uses of Twitter by Australian Best Brands Twitter is being used primarily to support and extend existing customer service functions, and to provide answers to questions about services or products. Twitter is also widely used as a sales tool, with companies offering promotions, discounts, contests and sweepstakes. Companies in Australia also use Twitter to communicate company and/or product news.

Twitter – Customer Service Examples Telstra uses its @telstra Twitter account to monitor and respond to customer enquiries and help resolve complaints. The company answers an average 10 enquiries/complaints per day.

Twitter – Customer Service Examples By talking about surfing, sea pollution and other topics important to its stakeholders, Billabong uses Twitter primarily to strengthen relationships. New product ranges and offers are also subtly promoted (see below) See @billabong1973

Twitter – Promotional Examples Harvey Norman uses Twitter to communicate latest deals, discounts and offers. It also uses the channel to answer customer enquiries and to list employment opportunities See @harveynormanau Telstra uses Twitter to communicate business activities & offers. See @TelstraBusCntr

Facebook

Facebook – Corporate Use in Australia % of Australian Best Brands with official Facebook accounts 50% of leading Australian companies are using Facebook for stakeholder communications. However, 15% of these accounts are inactive, suggesting companies are unclear how best to use this channel. Many companies also have a semi-official presence on Facebook in the form of a Group, often geared to facilitating employee and alumni networking.

% of Australian Best Brands with official Facebook

accounts

Facebook – Corporate Use in Australia Telstra cross promotes its social media profiles and links to third party content. The company clearly re-directs customers to relevant customer service channels. The company is responsive and invites conversation. Clear identification of the individuals behind the Page leads to genuine interactions on a wide range of issues, including Telstra services and news announcements.

Telstra cross promotes its social media profiles and links to third party content.

The company clearly re-directs customers to relevant customer service channels. The company is responsive and invites conversation.

Clear identification of the individuals behind the Page leads to genuine interactions on a wide range of issues, including Telstra services and news announcements.

Corporate Blog

Corporate Blog – Use in Australia % of Australian Best Brands with a corporate blog An overwhelming majority of top Australian companies are not using blogs for corporate or company brand-related communication. Of those companies that are using blogs, it is notable that levels of interaction and feedback tend to be low.

% of Australian Best Brands with a corporate blog

Corporate Blog – Best Practice Examples Billabong uses its blog to communicate with stakeholders on a range of topics, notably surf, ski and skate events, competitions and teams. The company proactively encourages user participation on the channel (see opposite) http://www.billabong.com/au/blog

Billabong uses its blog to

communicate with stakeholders

on a range of topics, notably surf,

ski and skate events, competitions

and teams.

The company proactively encourages

user participation on the channel (see

opposite)

http://www.billabong.com/au/blog

Corporate Blog – Best Practice Examples Woolworths is also asking its customers to share and rank ideas on how to improve products and services. https://www.everydaymatters.com.au/ideas/ As an extension of its Everyday Rewards loyalty programme, Woolworths employ a blog to communicate and engage members and facilitate feedback. https://www.everydaymatters.com.au/blogs

Conclusions and takeaways The survey provides an insightful snapshot into the use of social media by the top Australian brand name companies. The majority of the companies surveyed are failing to take an integrated or strategic view of social media. Australia’s leading brands are neglecting the opportunity to engage with stakeholders via Facebook, the most widely used social network in Australia. Corporate blogs are yet to gain traction in Australia. Corporate Australia lags the US and UK in this regard. Brand value does not necessarily denote best practice in social media, despite research linking customer engagement via social media and corporate financial performance.

The survey provides an insightful snapshot into the use of social media by the top Australian brand name companies.

The majority of the companies surveyed are failing to take an integrated or strategic view of social media.

Australia’s leading brands are neglecting the opportunity to engage with stakeholders via Facebook, the most widely used social network in Australia.

Corporate blogs are yet to gain traction in Australia. Corporate Australia lags the US and UK in this regard.

Brand value does not necessarily denote best practice in social media, despite research linking customer engagement via social media and corporate financial performance.

Contacts Daniel Young, Director Burson-Marsteller Australia +61 (0) 2 9928 1589 +61 (0) 404 626 584 [email_address] Carly Yanco, Associate Burson-Marsteller Australia +61 (0) 2 9928 1531 +61 (0) 413 648 396 [email_address]

Daniel Young, Director

Burson-Marsteller Australia

+61 (0) 2 9928 1589

+61 (0) 404 626 584

[email_address]

Carly Yanco, Associate

Burson-Marsteller Australia

+61 (0) 2 9928 1531

+61 (0) 413 648 396

[email_address]

Add a comment

Related presentations

Boat chandlery

Boat chandlery

October 26, 2014

http://ecommerce-for-business.com/shackles-boats-theboatonlinestore/ We offer a ...

http://vendere-su-internet.com/shackles-for-boats-from-theboatonlinestore/ Moori...

Silver bar!

Silver bar!

October 21, 2014

Pretty similar to gold bars are these silver slabs. Silver is considered as the mo...

Gold coin prices!

Gold coin prices!

October 21, 2014

If you are an investor of gold bars and coins, one of the major things that you ou...

CyberSecurity's social media stats for one week as of Oct 21st 2014

CyberSecurity's social media stats for one week as of Oct 28th 2014

Related pages

Social Media Use by Australia’s Best Brands 2009 | Dr ...

Results of a study by Burson-Marsteller Australia on Social Media Use by Australia’s Best Brands are disappointing (refer to slide no. 22 for conclusions ...
Read more

Australian social media study uncovers a high number of ...

Australian social media study ... in its ‘Australia’s Best Brands Report’ for 2009. ... Social Media Use by Australia’s Best Brands’ is ...
Read more

Social Media Use by Australia's Best Brands 2009 - Business

Share Social Media Use by Australia's Best Brands 2009. Embed ...
Read more

How Customer Engagement will determine winning brands in ...

... and brands on Social Media ... engagement will determine winning brands in ... Media Use by Australia’s Best Brands 2009 Results ...
Read more

Australian social media study uncovers a high number of ...

... Interbrand in its ‘Australia’s Best Brands Report’ for 2009. ... used social network in ... Social Media Use by Australia’s Best Brands’ is ...
Read more

How Do Australia's Top Brands Compare ... - Jeffbullas's Blog

... USA in its use of social media by ... Twitter Best Practice” with it’s use being ... to their use of social media; Australia’s brands are ...
Read more

Burson-Marsteller Asia-Pacific Social Media Study by ...

China Internet Network Information Centre, December 2009 4. ... Social Media Use by Australia's Best Brands, Burson-Marsteller, November 2009. .-.... .
Read more

Australian brands on Facebook: statistics and best ...

Home » Business » Australian brands on Facebook: statistics and best practice 8 Australian brands on ... There is no shortage of social media ...
Read more