Social Media and Media

Mar 30, 2012Download as pptx, pdf

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Facebook is the most widely used social media platform among Australia's top 500 organizations, though nearly a third do not use social media at all. Usage varies significantly by industry, with media, communications, education and retail sectors having higher-than-average adoption rates. A small number of companies in each sector dominate audiences on individual social networks, especially in media where one or two firms have large shares of followers on Facebook, Twitter, and YouTube.

eMarketingConnected
Social Media and Media
15 th March 2012

Introduction
eMarketingConnected examined the social media activities
of 500 of Australia’s top organisations

Primary social media channels; Facebook, Twitter, LinkedIn
and YouTube.

40 points of data

Why Social Media is Important
• Understand consumer behaviour
• Time spent on social media has
grown rapidly
• Social ad spend expected to
continue to grow

Research Results
Company Use of Social Media
Company use
0% 20% 40% 60% 80% 100%

Facebook 49% • 31% don’t use social media at all

LinkedIn 41%
• 12% use the 4 networks studied
Twitter 37%

• The companies studied had more than 47
YouTube 26% million YouTube video views

• Comms, Media, Education, Finance, Retail
Brands and Wholesale brands beat the
averages

Research Results
Social Media Following
• Facebook is the most popular
channel by followers – over 3
times the following of all
other networks

• LinkedIn more popular with
organisations but Twitter has
almost twice as many
followers

• 7% have 80% of the following
and 26% of the total audience

Research Results
Share of Total Social Media Audience
• Usage of social media reflects the digital
Share of total audience - Facebook maturity of an industry sector,
0.0% 2.0% 4.0% 6.0% • Targeting consumers in their social media
Communication Services 2.1% channel of choice can be an effective
Cultural and Recreation Services 1.1% marketing approach
Education 1.2%
Finance and Investment 1.1% • Results provide an indicator to which
Food, Beverage and Tobacco 4.7% sectors are most active and have a larger
Machinery and Equipment 1.8% following
Media 3.1%
Property and Business Services 1.8%
Share of Total audience - Twitter
Retail Food 5.6%
Retail Personal and Household Goods 2.1% 0.0% 2.0% 4.0%
Textile and Clothing 5.0%
Communication Services 0.6%
Transport and Storage 3.2%
Cultural and Recreation Services 0.1%
Education 0.2%
Finance and Investment 0.3%
Food, Beverage and Tobacco 0.1%
Machinery and Equipment 0.2%
Media 2.3%
Property and Business Services 0.0%
Retail Food 0.2%
Retail Personal and Household Goods 0.2%
Textile and Clothing 0.0%
Transport and Storage 1.3%

Research Results
Company share of Media audience
Share of Twitter Followers Nine
Entertainment
FOXTEL; 2%
Seven Media
; 12% • News Ltd has large share of media
Group; 0%
following across networks
Fairfax Media;
44% News Australia
Holdings; 43%

Share of YouTube Views
Share of Facebook Fans FOXTEL; 3%

Fairfax
Media;
Fairfax 14%
Media;
12% Nine
Entertainment
FOXTEL; 42% ; 35%
News Australia News
Holdings; 38% Australia
Holdings; 48%

Nine Seven Media
Seven Media Entertainment Group; 0%
Group; 3% ; 5%

Summary
• Facebook is the most popular social media
network
• Many companies still not using social media
• Social media usage rates vary greatly by industry
sector
• Media sectors has above average share of the
audience
• One or two companies tend to dominate each
social channel

Contact Us
Web: www.eMarketingConnected.com.au
Email: admin@eMarketingConnected.com.au
Phone: 1300 366 385

Peter Paterson
Email: Peter.paterson@eMarketingConnected.com.au
Phone: 0448 822 659
Twitter: @petepaterson

Tracey Brown
Email: Tracey.brown@eMarketingConnected.com.au
Phone: 0448 822 369
Twitter: @traceybrown74

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Social Media and Media

1. eMarketingConnected Social Media and Media 15 th March 2012

2. Introduction eMarketingConnected examined the social media activities of 500 of Australia’s top organisations Primary social media channels; Facebook, Twitter, LinkedIn and YouTube. 40 points of data

3. Why Social Media is Important • Understand consumer behaviour • Time spent on social media has grown rapidly • Social ad spend expected to continue to grow

4. Research Results Company Use of Social Media Company use 0% 20% 40% 60% 80% 100% Facebook 49% • 31% don’t use social media at all LinkedIn 41% • 12% use the 4 networks studied Twitter 37% • The companies studied had more than 47 YouTube 26% million YouTube video views • Comms, Media, Education, Finance, Retail Brands and Wholesale brands beat the averages

5. Research Results Social Media Following • Facebook is the most popular channel by followers – over 3 times the following of all other networks • LinkedIn more popular with organisations but Twitter has almost twice as many followers • 7% have 80% of the following and 26% of the total audience

6. Research Results Share of Total Social Media Audience • Usage of social media reflects the digital Share of total audience - Facebook maturity of an industry sector, 0.0% 2.0% 4.0% 6.0% • Targeting consumers in their social media Communication Services 2.1% channel of choice can be an effective Cultural and Recreation Services 1.1% marketing approach Education 1.2% Finance and Investment 1.1% • Results provide an indicator to which Food, Beverage and Tobacco 4.7% sectors are most active and have a larger Machinery and Equipment 1.8% following Media 3.1% Property and Business Services 1.8% Share of Total audience - Twitter Retail Food 5.6% Retail Personal and Household Goods 2.1% 0.0% 2.0% 4.0% Textile and Clothing 5.0% Communication Services 0.6% Transport and Storage 3.2% Cultural and Recreation Services 0.1% Education 0.2% Finance and Investment 0.3% Food, Beverage and Tobacco 0.1% Machinery and Equipment 0.2% Media 2.3% Property and Business Services 0.0% Retail Food 0.2% Retail Personal and Household Goods 0.2% Textile and Clothing 0.0% Transport and Storage 1.3%

7. Research Results Company share of Media audience Share of Twitter Followers Nine Entertainment FOXTEL; 2% Seven Media ; 12% • News Ltd has large share of media Group; 0% following across networks Fairfax Media; 44% News Australia Holdings; 43% Share of YouTube Views Share of Facebook Fans FOXTEL; 3% Fairfax Media; Fairfax 14% Media; 12% Nine Entertainment FOXTEL; 42% ; 35% News Australia News Holdings; 38% Australia Holdings; 48% Nine Seven Media Seven Media Entertainment Group; 0% Group; 3% ; 5%

8. Summary • Facebook is the most popular social media network • Many companies still not using social media • Social media usage rates vary greatly by industry sector • Media sectors has above average share of the audience • One or two companies tend to dominate each social channel

9. Contact Us Web: www.eMarketingConnected.com.au Email: admin@eMarketingConnected.com.au Phone: 1300 366 385 Peter Paterson Email: Peter.paterson@eMarketingConnected.com.au Phone: 0448 822 659 Twitter: @petepaterson Tracey Brown Email: Tracey.brown@eMarketingConnected.com.au Phone: 0448 822 369 Twitter: @traceybrown74 Find us on:

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