A SOCIAL DIVIDE ENGAGEMENT IS SOARING November 2017 Edition ASX 100 Social Media Performance Index 32,860 retweets, shares, comments, likes and other interactions recorded 303 posts analysed across three platforms 100 ASX companies reviewed EXECUTIVE SUMMARY ASX 100 index – Top 20 The 6th edition of our Social Divide Index reveals that RESEARCH OVERVIEW audiences are engaging significantly more with ASX 100 companies who communicate their financial results on FTI Consulting analysed the social media activity of each social media. We recorded a 117% increase in interactions ASX 100 constituent on the three platforms most relevant, with results content compared to our previous report. in our view, to corporate and financial communications – Twitter, LinkedIn and YouTube – at the time of its latest The increase is heavily weighted to the top five businesses, full or half year results announcement. The identified who account for 69% of the total number of engagements results-related activity was measured using three metrics: showing a real gap between ASX 100 companies, and a volume, quality and impact. Scores were given for each huge opportunity for those not taking advantage of social component, which in turn generated an aggregate score. media channels when publishing financial results. More information on the methodology can be found on page 13. This report looks at the best practice tools and techniques used by businesses to extend the reach of their content and make audiences want to engage with them – which leads to a greater opportunity to engage with relevant 1. Qantas Airways 11 Suncorp Group stakeholders. OUR FINDINGS 2. Rio Tinto 12 Orora Qantas topped the list in this year’s ranking in their first 3. Macquarie Group 13 Downer EDI time using social media to report on financial results. Qantas’ content was engaged with an outstanding 15,183 times with a large portion related to video content 4. BHP Billiton 14 SOUTH32 viewings. Overall, the number of companies that communicated 5. Origin Energy 15 Insurance Australia Group their latest financial results on social media increased from 53 to 59, and the number of results-related posts on 6. Santos 16 Treasury Wine Estates the three platforms we analysed increased from 259 to 303. 7. Commonwealth Bank of Australia 17 Cochlear Twitter led the way as the social media channel of choice, There has been a 117% with 48 of the ASX 100 using it for social media financial 8. National Australia Bank 18 Orica reporting. LinkedIn use has increased since the last report increase in engagement from 37 companies to 47 during this reporting period. YouTube was only used by 10 companies, which presents with results content 9. Woodside Petroleum 19 Mirvac Group an opportunity for businesses not currently using this compared to earlier or other video sharing platforms as it really expands the 10. Lendlease Group 20 Amcor reach of the messaging with its audience. this year. The top ten companies this year included three new rising stars of social media and financial reporting – Qantas, Commonwealth Bank of Australia and Lendlease. 2 3 HIGHLIGHTS We have highlighted some top performers on this Social Divide and some tactics they employed that helped them stand out from the crowd in their social media content strategies. Macquarie Group sums it up Macquarie Group presented their results content in one easy to read visually impressive infographic. This helped the audience focus their attention on key highlights, while also creating content that was easily consumed and highly shareable. Expert use of animation to promote messaging with Origin Energy Origin Energy always do a great job on social with their financial results and this time was no different. By using short animations to add motion to their infographics, it helped quickly CEO messaging highlight promote their future plans whilst also standing out from a crowded social with BHP media platform. BHP produced short and sharp video content featuring their CEO. It was well produced and easy to watch and listen to. This type of content can be produced in advance and the shorter the video the more likely audiences will Using Twitter effectively to tell engage with it. It helps put a face to your brand. your story with Rio Tinto This tweet is a great example of everything a financial results tweet should include – a key quote, cashtag, link to more information and a well- designed graphic that highlights key numbers. Rio Tinto uses a variety of content types with clear messaging, strong branding and promote audience engagement. 4 5 LESSONS FOR RESULTS ANNOUNCEMENTS AND BEYOND Tell an interesting story Keep it simple Be social Invest in great content and Social media is full of other people As attention spans get shorter, you A lot of corporate brands use social then repurpose it shouting news – yours needs to be need to get your messages across media as a broadcasting tool – social A defined content strategy will interesting enough to stand out from as simply as possible. Concise media is meant for being social. ensure your corporate messaging the crowd. What’s your hook? Whilst and clear communication is key stays on track and resources aren’t businesses traditionally focus on to improving engagement rates of Being social on social media will help wasted. Every piece of content helps telling the numbers when reporting financial reporting. Infographics are your business appear in more news tell your business’ story. Creating financial results, the businesses a great tool to help communicate feeds and, in turn , expand the reach content takes time and creativity – that are a step ahead in terms of tricky or dry subjects clearly and of your messaging. improve your return on investment engagement levels focus more on quickly – enabling online audiences by repurposing every piece of The Qantas social media team telling the story of their business. to read while scanning their content you create. Audiences are on responded to their audience’s newsfeeds. It is your job to stand out social media at different times of the feedback from their results. It’s An example here is Qantas using from a very crowded newsfeed by day and react differently to different simple to reply but also helps grow their financial results reporting communicating clear and succinct approaches – mix it up to ensure your audience online by expanding period to highlight future plans and facts. Lendlease and BHP both maximum reach and exposure. announce Project Sunrise - a plan to created clear infographic-style social your message’s reach. have more non-stop flights from the media posts that looked professional It emphasises your brand’s East Coast of Australia by 2022. and helped tell their story. authenticity - demonstrating that Qantas had strong numbers, but also your account is run by humans and an engaging story to tell. Their video not robots. launching Project Sunrise had high production values and was hugely popular online. Qantas’ messaging reached a vast audience by simply telling an interesting story. 6 7 FTI’s GUIDE TO FINANCIAL REPORTING ON SOCIAL MEDIA FTI’s GUIDE TO FINANCIAL REPORTING ON TWITTER Speak to us about leveraging other channels and specialist platforms 7 1-2 Results Results 1-2 Company Name @TwitterHandle Days Days Day Day Days LOGO Company’s new product offering contributed to our strong performance in H1” - CEO bit.ly/resultsH1 #CompanyResultsHY17 Before Before During After After the announcement the announcement the announcement the announcement the announcement • Refine your key • Sign off all content • Let the content • Monitor • Review your messages and create schedule and real- conversations, performance – which a content schedule • Ensure the right time events guide the amplify positive accounts, messages tools, equipment and content flow messages and and format types • Agree on multimedia people are in place for correct any worked best? executions (eg the day • Release information inaccuracies livestream, quote in a timely and • Review conversations cards, infographics, • Alert external consistent manner • Be social – share, like to identify key gifs) and brief the stakeholders to and reply to positive drivers, influencers relevant teams the upcoming posts and platforms announcement - a • Develop a hashtag tweet or a LinkedIn • Take this opportunity • Gather feedback and remember to use post with key to engage with from the broader your cashtag information and links stakeholders while team – was the will suffice you have their overall process and • Prepare a schedule attention approach effective? for the day and Could anything be share it with internal improved? stakeholders #Hashtag $Cashtag Rich media Link Tweet • Brief the executive team and create Include an original and Use ASX code as Include multimedia Include a shortened Keep the tweet custom content for consistent hashtag a cashtag content, images, videos link to a report, video, informative, concise, their social media for all tweets. This will and graphics, to relay article or other source of accessible, and accounts provide context and financial information further info interesting to your make tweets easier in an engaging and audience to find accessible way 8 9 TOP 10 BY PLATFORM TWITTER YOUTUBE LINKEDIN 1 Qantas Airways 1 Qantas Airways 1 BHP Billiton 2 BHP Billiton 2 Macquarie Group 2 Rio Tinto 3 Rio Tinto 3 Rio Tinto 3 Macquarie Group 4 National Australia Bank 4 Origin Energy 4 Qantas Airways 5 Australia & New Zealand Banking Group 5 Santos 5 Lendlease Group 6 Lendlease Group 6 Commonwealth Bank of Australia 6 Downer EDI 7 Fortescue Metals Group 7 Woodside Petroleum 7 SOUTH32 8 Telstra Corporation 8 Orora 8 Suncorp Group 9 Suncorp Group 9 National Australia Bank 9 Santos 10 Macquarie Group 10 Suncorp Group 10 Treasury Wine Estates * The YouTube ranking is based on the number of views, rather than engagement for the impact category.