CONTEXT SPECIAL REPORT LinkedIn vs Twitter – which works best? Sustainability Social Media Ranking II

Our first Sustainability Social Media members benefiting from an increasing menu Ranking published in 2018, looked of functions. LinkedIn is now the prime social media forum for business. at how companies use Twitter to communicate sustainability messages. Now we turn our attention to LinkedIn – asking the same questions: how are companies using Cisco topped that ranking, with the platform for sustainability, and who is regular posts, strong engagement doing it best? and a large influencer following. If you still think of LinkedIn as a contact list, you might be surprised at the level of content being How are companies using LinkedIn for posted, using features such as groups, followers, sustainability communications? And who is likes, comments and shares. You can also post winning? We set out to answer these questions long format articles, pictures and videos. following the massive response to our first Twitter report. LinkedIn has come a long way As well as ranking 100 companies’ use of since its origins, in 2003, as a network for LinkedIn, we compared the findings with professional connections and job searches. those from our Twitter survey, to find out Following a NY Stock Exchange listing in which platform is more effective for 2011, and acquisition by Microsoft in 2016, sustainability communications. LinkedIn has powered ahead to 575 million

1 CONTEXT SPECIAL REPORT www.contextsustainability.com About this report Only one company made no sustainability posts TYPES OF ACCOUNT on its corporate account. Sustainability Social Media Ranking II examines Forty seven sustainability leaders use their how 100 leading companies with strong personal accounts for sustainability posts. By sustainability reputations are using LinkedIn for far the most prolific poster is Mike Barry (until sustainability communications and engagement. recently of UK retailer Marks & Spencer). Mike 47 Our findings are based on a survey of posts made 390 posts over three months. The average spanning three months in the spring of 2019. posting frequency among the 47 active leaders 99 We selected 100 companies that are active in the was 17 posts over three months. sustainability conversation – 54 in the US, 41 in Only three of the 100 companies made posts on 3 Europe, and 5 in Asia Pacific. We dug into their dedicated sustainability accounts. We therefore LinkedIn activities and data, to see what was discounted these in our survey. working for them, and what was not. This produced our overall and sector rankings Our methodology – how we ranked for the most effective use of LinkedIn for companies sustainability communications. 52 We collected data from 100 companies, identifying Building on our earlier Twitter study, we now have their main corporate and sustainability leader 91 the data to answer a key social media question for LinkedIn accounts. Data was drawn from three sustainability teams - should we invest in LinkedIn months of posts in the spring of 2019. or Twitter? 33 Where LinkedIn did not show a full three months data, we extrapolated from the period available. How companies are using LinkedIn The success metrics we captured were: On LinkedIn, as on Twitter, companies can potentially employ three types of accounts: Posting frequency – the number of posts with Main account sustainability content (including shares of other Dedicated account 1. Main corporate account people’s posts) Personal account 2. Dedicated sustainability account Engagement – the number of likes and comments 3. Personal account of a sustainability leader received Of the 100 companies in our survey, 99 made Active listening – the number of times they at least one sustainability post on their main liked or commented on other member posts corporate account in the three-month survey (sustainability leader accounts only) period. BP headed the table with 114 posts. The average posting frequency for the 99 active accounts was 20 posts over three months.

2 CONTEXT SPECIAL REPORT www.contextsustainability.com FINDINGS Overall Top 10

BP heads our overall ranking with a OVERALL RANKING TOP 10 (positions out of 100) regular posting rate of 1.3 posts a day on its main corporate account, achieving Company Main Corporate Account Sustainability Leader Account an average 640 engagements per post. 1. BP BP came first without using a personal sustainability leader account. 2. Unilever Unilever is second with a posting rate 3. Marks & Spencer of 0.78 per day and an impressive 4. Procter & Gamble average 1,061 engagements per post. Like BP, Unilever did not use a personal 5. The Estée Lauder Companies Inc. sustainability leader account. 6. Merck Third place Marks & Spencer adopted 7. Diageo a very different strategy, relying mainly on their CSO Mike Barry’s personal 8. Google account. Mike made an impressive 9. Shell 4.3 posts per day while their corporate 10. Pfizer account made only five sustainability posts in three months. Overall Marks & Spencer achieved an average 120 engagements per post. All of the Top Ten are global multinationals comprising, two oil companies, two pharmaceutical companies, three FMCG companies, and one technology company.

3 CONTEXT SPECIAL REPORT www.contextsustainability.com FINDINGS Posting frequency Top 10

BP is the most frequent corporate poster with NUMBER OF POSTS (over 3 months) 144 over three months, followed by Merck with 95 and Unilever with 71. Top 10 Corporate accounts Top 10 Sustainability Leader Accounts Mike Barry (Marks & Spencer) is by far the most 1 BP 114 1 Mike Barry formerly Marks & 390 Spencer prolific of the sustainability leaders, making 2 Merck 95 a remarkable 390 posts in three months. Kate 2 Kate Brandt Google 42 Brandt (Google) is the second most consistent 3 Unilever 71 3 Bea Perez The Coca-Cola 35 poster with 42, and Bea Perez (Coca-Cola) is =4 Golden Agri-Resources 60 Company third with 35. =4 Mars, Inc. 60 =4 Al Iannuzzi The Estée Lauder 31 Companies Inc. 6 Diageo 59 =4 Christopher Stewart Olam International 31 7 Procter & Gamble 56 =4 Tony Milikin AB InBev 31 8 SAP 45 =4 Pia Cook IKEA Group 31 9 Colgate-Palmolive 43 8 Bertrand Swiderski Carrefour 23 guidance 10 Pfizer 42 9 Pablo Perversi Barry Callebaut 17 LinkedIn moves at a slower =10 Mary Engvall Cigna 13 pace, and posts garner more engagement than on Twitter. =10 Virginie Helias Procter & Gamble 13 This means, to be seen, you don’t necessarily need to post as frequently as you do on Twitter. We recommend making 2 to 3 posts per week, adapting content from your sustainability report and web-pages. When company news is slow, you can base posts on broader sustainability news and opinion.

4 CONTEXT SPECIAL REPORT www.contextsustainability.com FINDINGS Engagement Top 10

Unilever received the most engagements (likes NUMBER OF ENGAGEMENTS RECEIVED (over 3 months) and comments) with over 75,000 on its corporate account, followed by BP and Shell. The average Top 10 Corporate accounts Top 10 Sustainability Leader Accounts number of engagements for corporate accounts 1 Unilever 75,325 1 Mike Barry formerly 45,474 over three months was a little over 11,300. Marks & Spencer 2 BP 72,913 Mike Barry again tops the sustainability leader 2 Kate Brandt Google 8,502 accounts with over 45,000 engagements 3 Shell 52,486 3 Bea Perez The Coca-Cola 3,476 (as many as the 6th placed corporate account). 4 Nike 51,178 Company Kate Brandt (Google) and Bea Perez (Coca-Cola) are second and third in engagement. The average 5 Procter & Gamble 46,891 4 Tony Milikin AB InBev 2,724 engagements across the 47 sustainability leaders 6 Google 43,788 5 Virginie Helias Procter & Gamble 2,690 accounts was just under 1,600. 7 The Estée Lauder 36,226 6 Bertrand Swiderski Carrefour 2,041 Companies Inc. 7 Al Iannuzzi The Estée Lauder 1,789 8 Diageo 35,377 Companies Inc. 9 34,403 8 Marie-Claire Daveu Kering 1,417 10 Pfizer 32,364 9 Jennifer Silberman formerly Target 871 guidance 10 Alexandra Palt L’Oréal 832 For company and personal accounts Include widely used hashtags high quality content is key. reflecting your content and use the ‘@’ symbol to credit Don’t make overtly promotional posts. organizations or individuals mentioned in your post. Do, feature informative thought- As always, monitor your provoking content. engagement to learn which Do include video, graphics and posts resonate best with your audience. photographs.

5 CONTEXT SPECIAL REPORT www.contextsustainability.com FINDINGS Sector leaders The Top 5

Our 100-company survey contains eight APPAREL BEVERAGE FMCG sectors plus a group of five young companies - ‘newcomers’. Our sector rankings combined the 1 Nike 1 Diageo 1 Unilever rankings for posting frequency and engagement 2 adidas 2 The Coca-Cola Company 2 Procter & Gamble for both types of account. The sector leaders are: 3 Kering 3 PepsiCo 3 The Estée Lauder Companies Inc. 4 Levi’s 4 AB InBev Apparel 4 L’Oréal Nike 5 H&M Group 5 Carlsberg 5 Colgate-Palmolive Beverages Diageo FOOD PHARMA AND RETAIL TOP FMCG HEALTHCARE Unilever 1 Mars, Inc. 1 Merck 1 Marks & Spencer Food 2 Danone 2 Pfizer 2 IKEA Group Mars, Inc. 3 General Mills 3 Bayer 3 Carrefour Pharma and healthcare Merck 4 Kellogg Company 4 Medtronic 4 Walmart 5 Tyson Foods 5 Takeda 5 Tesco Retail Marks & Spencer SOFT TECHNOLOGY AND NEWCOMERS Soft commodities COMMUNICATIONS Olam International 1 Olam International 1 Google 1 WeWork Technology and communications Google 2 2 SAP 2 Uber Newcomers 3 Archer Daniels Midland 3 Oracle 3 Etsy WeWork 4 Golden Agri-Resources 4 Intel 4 Tesla 5 Louis Dreyfus Company 5 Adobe 5 Airbnb

6 CONTEXT SPECIAL REPORT www.contextsustainability.com FINDINGS Overall ranking

1 BP 26 Oracle 51 Salesforce =75 The Kraft Heinz Company 2 Unilever =27 Cigna =52 Golden Agri-Resources =77 Catalent, Inc. 3 Marks & Spencer =27 Novartis =52 Louis Dreyfus Company =77 Gap 4 Procter & Gamble 29 WeWork =54 Barry Callebaut 79 Heineken 5 The Estée Lauder Companies Inc. 30 Kimberly-Clark =54 IBM =80 ASOS 6 Merck 31 The Clorox Company =56 Ralph Lauren =80 Patagonia 7 Diageo =32 IKEA Group =56 Walmart =82 Ahold Delhaize 8 Google =32 Kellogg Company 58 Allergan =82 COFCO Corporation 9 Shell 34 Intel 59 Rio Tinto 84 Airbnb 10 Pfizer 35 Reckitt Benckiser 60 Carlsberg 85 eBay 11 Mars, Inc. 36 adidas 61 Amazon 85 VF Corporation 12 The Coca-Cola Company 37 Kering 62 Nestlé 87 Applied Materials =13 L'Oréal =37 Tyson Foods =63 Cisco 88 Sainsbury's =13 Nike =39 AB InBev =63 Uber 89 The Home Depot =15 Bayer =39 Anglo American 65 PVH Corp. 90 Target =15 Colgate-Palmolive =41 Johnson & Johnson 66 Etsy 91 Inter IKEA 17 SAP =41 Levi's 67 LVMH 92 Inditex 18 Olam International =43 Carrefour 68 Equinix 93 Stella McCartney 19 PepsiCo =43 H&M Group 69 Tesco =94 20 Medtronic 45 Adobe =70 Autodesk =94 Waitrose & Partners 21 Danone 46 Microsoft =70 Mondelez 96 Sonos 22 Takeda 47 Dell 72 Tesla =97 Rent the Runway 23 Cargill 48 Under Armour 73 Starbucks =97 Wilmar International 24 General Mills =49 Archer Daniels Midland 74 99 ALDI 25 GSK =49 McDonald's =75 HPE 100 Chipotle

7 CONTEXT SPECIAL REPORT www.contextsustainability.com ANALYSIS The importance of being a good listener

Our ranking is based on the and never show interest in others The most active listener was frequency of posts made, and the at the table are bores. Mike Barry, with a total of 1,053 amount of engagement achieved. responses to other people’s posts So if you want to make friends, But sustainability social media – an average 12 a day! Not far make a point of taking an interest has the potential to be a two-way behind was Simon Boas Hoffmeyer, in other people’s posts – especially conversation – think of it as a Carlsberg’s sustainability director influencers. This means liking, digital dinner party. Guests at with 832 responses, averaging commenting on, and reposting their dinner parties who continually nine a day. content. We call this ‘active listening’. brag about their achievements,

TOP 10 ACTIVE LISTENERS Sustainability Leader Accounts Number of likes and comments made guidance 1 Mike Barry formerly Marks & Spencer 1,053 LinkedIn has a more tightly 2 Simon Boas Hoffmeyer Carlsberg 832 focused community than other 3 Tony Milikin AB InBev 273 platforms. It is a place where you 4 Pia Cook IKEA Group 180 can have conversations with other 5 Jennifer Silberman formerly Target 145 sustainability professionals, get new ideas and share your own. 6 Tyler Wunsch Tesla 109 This requires a two-way approach (listening as 7 Christopher Stewart Olam International 98 well as talking). Sharing someone else’s post 8 Michael Kobori Levi's 95 and adding your own commentary is one of the most effective engagement tactics. Follow =9 Flavia Pessanha Shell 85 influential people in sustainability and engage =9 Sarah Freed Uber 85 with their posts. Be original and topical and above all be positive!

8 CONTEXT SPECIAL REPORT www.contextsustainability.com ANALYSIS LinkedIn vs MAIN CORPORATE Twitter – which ACCOUNTS SUSTAINABILITY works best? LEADER ACCOUNTS 1,625 Almost all companies post sustainability content on their main accounts on both LinkedIn and 11,361 Twitter. About half of companies also have a sustainability leader posting on both platforms. The main difference in approach is the use of a dedicated sustainability account. On Twitter a third of companies use one, whereas on LinkedIn only three out of 100 companies do. Engagement over 3 months Which platform wins?

We had a hunch about this, but until we crunched the numbers, had no idea of the margin. LinkedIn generates three to five times more engagement than Twitter. MAIN CORPORATE Many sustainability and social media teams ACCOUNTS are putting as much or more effort into their SUSTAINABILITY Twitter feed as they are to LinkedIn. One LEADER ACCOUNTS caveat here: LinkedIn is especially effective at reaching thought leaders and professionals. 3,515 294 When you need to reach consumers, Facebook, Instagram and YouTube come into play. These big consumer platforms will be the focus of our next Sustainability Social Media Ranking.

9 CONTEXT SPECIAL REPORT www.contextsustainability.com TOP 10 TIPS For maximizing your LinkedIn results

1. Balance messaging 4. Repurpose content 8. Timing and listening Tremendous effort goes into your LinkedIn users are most active during When you publish a post, the primary sustainability reports, media the weekdays. Research shows goal is to get your content out. We campaigns, press releases, and the best times to post are Tuesday call it “active messaging”. When you events. Adapt this content for through Friday between 8am to 2pm. engage with another user’s post, you LinkedIn, expanding your audience open a two-way dialogue – “active and improving your ROI. 9. React, in real-time listening”. Use both messaging and Monitor LinkedIn activity regularly listening for better engagement. 5. Create a community so you can react quickly. This helps Ask your colleagues to post your conversations feel more 2. Tailor your content to themselves and share your content. authentic and drives engagement. platform and audience Being generous sharing and If you’re asked a question, respond LinkedIn is more focused on the commenting on other people’s as quickly as you can. professional community than other posts makes it more likely they platforms. The audience includes will return the favor. 10. Measure progress current employees, potential recruits, Set yourself simple LinkedIn business partners and influencers. 6. Use pictures and video goals, and track your progress. Create thought-provoking posts to Every post should feature a Look to build followers and even spark conversation amongst visual element relating to the more importantly, engagement. these groups. text such as videos, photos, or LinkedIn Analytics is the tool for branded graphics. Videos should company pages. 3. Focus on relevant topics be 30 seconds or less and uploaded Participate in conversations that directly to the platform – this means are timely and relevant to your work. they will play automatically. Follow people, companies, topics and hashtags to ensure you don’t 7. Include a link miss a beat. At the end of your post, include a hyperlink to learn more through a LinkedIn article or external website. Use link shortening sites – like bit.ly.

10 CONTEXT SPECIAL REPORT www.contextsustainability.com We love helping you build a better business.

We’re all about clear thinking, smart messaging, and straight talking. We’ve been doing it for 22 years, supported by some of the brightest and most creative minds in sustainability.

Social media Strategy Communications We expand the audience for sustainability We customize our strategy services to your needs. We tell your sustainability story creatively, communications, reaching customers, influencers, With 22 years’ experience, we have a full tool-kit clearly, and with credibility. We plan and execute and employees with bespoke, bite-sized content. of services to analyze your position and develop compelling communications campaigns for Our full-service solution drives engagement a plan of action. external and internal audiences across all media. and following. Our communications suite includes: l Material issues assessment l Platform selection and strategy l Websites l Stakeholder mapping and engagement l Content development and scheduling l Sustainability reporting l Strategy development l Monitoring and engagement l Content from infographics to video l Implementation planning l Analytics and reporting l Employee briefing materials l Risk forecasting and management l Executive presentations l Issue deep-briefings l Event and meeting facilitation l Best practice benchmarking

www.contextsustainability.com [email protected] Los Angeles [email protected]

Design by www.theayres.co.uk. Thanks to David Ayres for his illustrations. © Context Group Limited 2019 11 CONTEXT SPECIAL REPORT RAW DATA TABLE /1

Data represents sustainability posts from Posting Frequency and Engagement 3 months during the spring of 2019.

COMPANY NAME FREQUENCY ENGAGEMENT COMPANY LEADER COMPANY LEADER AB InBev 7 31 1,913 2,724 adidas 11 - 34,403 - Adobe 20 - 7,749 - Ahold Delhaize 8 2 2,460 240 Airbnb 4 5 2811 126 ALDI 1 - 267 - Allergan 14 - 6,837 - Amazon 6 - 9,633 - Anglo American 25 0 7,081 0 Applied Materials 10 - 1,921 - Archer Daniels Midland 19 - 6,629 - ASOS 9 - 3,974 - Autodesk 17 1 2,110 1 Barry Callebaut 12 17 2,516 552 Bayer 38 - 15,882 - BP 114 - 72,913 - Bunge Limited 3 2 812 31 Cargill 22 1 17,539 19 Carlsberg 10 6 4,851 486 Carrefour 7 23 3,340 2,041 Catalent, Inc. 10 9 661 301 Chipotle 0 1 0 150 Cigna 35 13 6,270 262 Cisco 13 9 2,392 109 COFCO Corporation 13 0 2,101 0

12 CONTEXT SPECIAL REPORT www.contextsustainability.com RAW DATA TABLE /2

Data represents sustainability posts from Posting Frequency and Engagement 3 months during the spring of 2019.

COMPANY NAME FREQUENCY ENGAGEMENT COMPANY LEADER COMPANY LEADER Colgate-Palmolive 43 5 12,068 359 Danone 26 - 19,461 - Dell 23 - 5,605 - Diageo 59 2 35,377 28 eBay 10 3 1,595 123 Equinix 19 4 1,360 25 Etsy 17 - 3,235 - Gap 11 3 2,145 107 General Mills 28 8 8,952 224 Glencore 14 - 2,599 - Golden Agri-Resources 60 - 1,214 - Google 4 42 43,788 8,502 GSK 21 0 19,975 0 H&M Group 12 - 17,389 - Heineken 6 2 4,387 62 HPE 9 5 2,499 76 IBM 9 1 12,415 10 IKEA Group 33 31 4,481 686 Inditex 3 - 1,793 - Intel 24 4 7,815 262 Inter IKEA 6 - 1,377 - Johnson & Johnson 9 6 12,,269 231 Kellogg Company 25 2 9335 11 Kering 9 9 8.183 1417 Kimberly-Clark 31 - 8.487 -

13 CONTEXT SPECIAL REPORT www.contextsustainability.com RAW DATA TABLE /3

Data represents sustainability posts from Posting Frequency and Engagement 3 months during the spring of 2019.

COMPANY NAME FREQUENCY ENGAGEMENT COMPANY LEADER COMPANY LEADER Levi's 21 2 7.378 150 L'Oréal 24 11 28.299 832 Louis Dreyfus Company 20 - 5.406 - LVMH 6 - 7.773 - Marks & Spencer 5 390 2.098 45,474 Mars, Inc. 60 - 14.704 - McDonald's 10 0 14.537 0 Medtronic 34 - 14.846 - Merck 95 0 31.192 0 Microsoft 39 - 3.094 - Mondelez 10 3 4.060 148 Nestlé 14 - 4.816 - Nike 28 - 51.178 - Novartis 18 - 26.220 - Olam International 36 31 8.390 206 Oracle 24 0 14.644 0 Patagonia 2 0 6.361 0 PepsiCo 33 - 16.818 - Pfizer 42 2 32.364 48 Procter & Gamble 56 13 46.891 2,690 PVH Corp. 15 - 4.325 - Ralph Lauren 8 - 13.384 - Reckitt Benckiser 24 - 8,108 - Rent the Runway 1 - 545 - Rio Tinto 16 - 5,366 -

14 CONTEXT SPECIAL REPORT www.contextsustainability.com RAW DATA TABLE /4

Data represents sustainability posts from Posting Frequency and Engagement 3 months during the spring of 2019.

COMPANY NAME FREQUENCY ENGAGEMENT COMPANY LEADER COMPANY LEADER Sainsbury's 7 - 2,107 - Salesforce 15 3 6,581 168 SAP 45 3 11,912 72 Shell 29 7 52,486 421 Sonos 2 - 484 - Starbucks 4 - 6,891 - Stella McCartney 4 - 1,193 - Takeda 30 1 13,361 22 Target 1 3 1,559 871 Tesco 11 0 5,146 0 Tesla 3 5 5,418 40 The Clorox Company 27 - 9,563 - The Coca-Cola Company 8 35 13,703 3,476 The Estée Lauder Companies Inc. 34 31 36,226 1,789 The Home Depot 3 0 2,634 0 The Kraft Heinz Company 11 - 3.983 - Tyson Foods 40 - 4,599 - Uber 10 3 5,342 6 Under Armour 18 - 7,614 - Unilever 71 - 75,325 - VF Corporation 6 3 2,783 22 Waitrose & Partners 3 - 1,259 - Walmart 9 2 8,745 157 WeWork 24 7 8,031 639 Wilmar International 2 - 158 -

15 CONTEXT SPECIAL REPORT www.contextsustainability.com RAW DATA TABLE /1 Data represents active listening by sustainability leaders from 3 months Active Listening by Sustainability Leaders during the spring of 2019

COMPANY NAME ACTIVE LISTENING COMPANY NAME ACTIVE LISTENING COMPANY NAME ACTIVE LISTENING COMPANY NAME ACTIVE LISTENING ENGAGEMENT ENGAGEMENT ENGAGEMENT ENGAGEMENT

AB InBev 273 Colgate-Palmolive 4 Levi's 95 Sainsbury's - adidas - Danone - L'Oréal 24 Salesforce 20 Adobe - Dell - Louis Dreyfus Company - SAP 15 Ahold Delhaize 31 Diageo 6 LVMH - Shell 85 Airbnb 15 eBay 21 Marks & Spencer 1,053 Sonos - ALDI - Equinix 9 Mars, Inc. - Starbucks - Allergan - Etsy - McDonald's 1 Stella McCartney - Amazon - Gap 11 Medtronic - Takeda 48 Anglo American 9 General Mills 9 Merck 0 Target 145 Applied Materials - Glencore - Microsoft - Tesco 3 Archer Daniels Midland - Golden Agri-Resources - Mondelez 31 Tesla 109 ASOS - Google 10 Nestlé - The Clorox Company - Autodesk 4 GSK 0 Nike - The Coca-Cola Company 3 Barry Callebaut 80 H&M Group - Novartis - The Estée Lauder Companies Inc. 26 Bayer - Heineken 15 Olam International 98 The Home Depot 1 BP - HPE 18 Oracle 3 The Kraft Heinz Company - Bunge Limited 54 IBM 1 Patagonia 6 Tyson Foods - Cargill 0 IKEA Group 180 PepsiCo - Uber 85 Carlsberg 832 Inditex - Pfizer 16 Under Armour 56 Carrefour 65 Intel 44 Procter & Gamble 11 Unilever - Catalent, Inc. 35 Inter IKEA - PVH Corp. - VF Corporation 19 Chipotle 35 Johnson & Johnson 16 Ralph Lauren - Waitrose & Partners - Cigna 45 Kellogg Company 0 Reckitt Benckiser - Walmart 0 Cisco 51 Kering 8 Rent the Runway - WeWork 36 COFCO Corporation 0 Kimberly-Clark - Rio Tinto - Wilmar International -

16 CONTEXT SPECIAL REPORT www.contextsustainability.com