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Who's Winning the Social Media Battle in the Semiconductor Industry?

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Who's Winning the Social Media Battle in the Semiconductor Industry? Who’s winning the social media battle in the semiconductor industry? Social Success Who’s winning the social media battle in the semiconductor industry? HC005.1 © Publitek Ltd. All rights reserved. 1 Who’s winning the social media battle in the semiconductor industry? Table of Contents Introduction ............................ 3 Facebook ................................... 12 • Social media metrics • Facebook ranking table • Methodology. The 38 companies analyzed LinkedIn .................................... 14 Key Findings ............................ 6 • LinkedIn ranking table • Followers • Engagement Twitter ...................................... 16 • Activity • Twitter ranking table • Blog post shares by social network • The impact of the length of a blog post on the Instagram ................................. 18 number of shares • Instagram ranking table • Which company gets the most blog post shares? • Which day of the week is best for posting a blog? YouTube .................................... 20 • YouTube ranking table Blogging .................................. 8 • Blog analysis: what content gets shared, Semiconductor industry where, and when? social media index ..................... 22 • Average shares by content type • Average shares by network • The top 10 blog posts from semiconductor companies • Total shares by company • Blog ranking table 2 Who’s winning the social media battle in the semiconductor industry? Introduction This is our fifth annual analysis of social media practices and activities within the semiconductor industry. This year we’ve evolved the format and methodology to make it more relevant and informative. One of the biggest changes to this year’s report is the channels we have analyzed. We have noted a gradual decline of companies using Google +. In 2017, 43% of the companies in this report did not post anything on the channel. This drop in usage and engagement on the platform means that we will no longer report on Google+. By contrast, since it started in 2010 primarily as an iOS application. Instagram now has over 500 million active users and has become one of the top social media channels for engagement. We will be delving into Instagram and evaluate how semiconductor companies are using this channel. From a PR perspective, social media may be a means of getting news stories seen by more people, or reaching online influencers that are otherwise difficult to engage with. Social media can be used for thought leadership too, by carefully curating industry news and 3rd party stories alongside company owned content. Social media also has SEO value, though maybe not in they way you’d expect. Tweets and posts are transient, and Google attributes a low SEO score to each, but they can appear in Google search results, albeit for a finite time. This usually occurs when public interest, time-sensitive content is trending. Although individual posts and tweets have little SEO value, the profile page itself does. We have seen several examples of a company’s or an individual’s Twitter page ranking highly for niche search terms. Social media also has a knock-on effect on SEO. By driving additional visitors to a web page, either via social media or through other marcomms activities, there are increased chances of the page being shared across other channels, thereby increasing the number of inbound links, and increasing the SEO value of this page. That said, it is rare for semiconductor businesses to derive more than 2% of their web traffic from social media. As always, the main question is: what value does social media bring to my business? 3 Who’s winning the social media battle in the semiconductor industry? Social media metrics The research in this year’s social success white paper covers • Conversation rate: This is simply the number of activities from January 2017 to January 2018. conversations per social media post. On Facebook, Instagram, and LinkedIn, this would be comments. We have evolved the format of our ranking system to create On Twitter, it’s replies. an accurate understanding of the overall engagement across • Amplification rate: The average number of multiple channels. The system allocates rank based on the re-shares or retweets for each post. activities of each company for each of the social channels • Applause rate: The various ways a user can analyzed. promote a post on different networks — Retweets, Likes, +1s, etc. The new methodology uses both quantitative and qualitative • Economic value: The sum of short-term revenue, metrics - number of followers, posts, as well as engagement long- term revenue, and cost savings. per post, per audience size. This methodology was created to prevent extreme cases of skewing the results. For example, a channel being top simply for having the largest number Methodology of followers; conversely for having a very low number of To calculate the rankings we assigned each of the 38 companies a followers (thereby achieving high audience engagement). score from 1 – 38, 1 being the top performer. Bulleted below are the categories we’ve based the rankings on: We reference a company’s follower count in the scoring tables but these numbers are balanced by engagement figures. This Quantitative measures scoring system rewards quality over quantity, following the • Number of posts mantra delivered by Jay Baer: • Number of followers Qualitative measures “The end goal is action, not eyeballs.” • Engagement per post (Amplification rate + Applause rate + Conversation rate) • Active audience Baer’s approach to social media measurements groups the = (Engagement per Post / Followers) x 100% various elements into four parts: We calculated a company’s scores for each of these results, then took an average of these four categories to create a 1. Consumption metrics: How many people viewed, ranking for each company. downloaded, or listened to this piece of content? 2. Sharing metrics: How resonant is this content, For LinkedIn, Twitter, Facebook, Instagram and YouTube we and how often is it shared with others? use the following formula: 3. Lead generation metrics: How often does content consumption result in a lead? Ranking of Posts+Followers+Engagement per post 4. Sales metrics: Did we actually make any money +Active Audience from this content? 4 For blog posts, we are unable to determine the number of Without direct access to a company’s lead generation or sales followers (or in this instance, the number of return visitors) metrics, we have to focus on the first two – consumption to a blog, and so exclude this metric from the equation. Our metrics and sharing metrics. formula is therefore: Avinash Kaushik, the analytics guru, proposes a similar theory Ranking of Posts+Shares+Shares per post of engagement, breaking metrics into four parts that can be applied across all social networks: 3 The resultant number gives us the overall activity score and determines the ranking for each semiconductor company in that table. An average of ranking in each channel is then taken to calculate positions in the final table. The lower the number, the higher the ranking of the company. 4 Who’s winning the social media battle in the semiconductor industry? The 38 companies analysed: 1. AMD 2. Arm 3. Analog Devices 4. Broadcom 5. Cadence 6. Cypress Semiconductor 7. Diodes Inc. 8. Dialog Semiconductor 9. Exar (Maxlinear) 10. Fujitsu Global 11. IDT (Integrated Device Technology) 12. Imagination Technologies 13. Infineon Technologies 14. Intel Corporation 15. Intersil 16. Linear Technology (Analog Devices) 17. Marvell Semiconductor 18. Maxim Integrated 19. MediaTek 20. Microchip Technology 21. Micron Technology 22. Microsemi 23. NVIDIA 24. NXP 25. Nichia 26. ON Semiconductor 27. Qualcomm 28. Renesas Electronics Europe 29. Rohm Semiconductor 30. SK Hynix 31. STMicroelectronics 32. Samsung Electronics 33. Semtech 34. Silicon Labs 35. Sony Professional Solutions 36. Texas Instruments 37. Toshiba Semiconductor 38. Xilinx 5 Who’s winning the social media battle in the semiconductor industry? Key Findings 72.93% Followers 13.13% The 38 semiconductor companies researched have over 70 million followers over the five social media channels analyzed in this report. This 3.87% has risen by 48% since the 2017 report. Facebook dominates the audience figures with 72.93% of all followers, up 7.84% from 65% last year. This is impressive, as it shows that even with Facebook changing the way publisher content is shown, it is still the biggest platform for targeting an engineering audience. 2.20% 2.5% 2.0% Engagement Overall engagement levels across the 1.5% social channels has increased slightly from last year. In its first year in the report Instagram has come out on 1.0% top for engagement. Instagram leads because of its ease of use, its mobile 0.5% user experience and also its visual nature. This is reflected in the results this year. 0% YouTube Twitter LinkedIn Facebook Instagram 0.37% 0.42% 0.46% 0.88% 1.75% 6 Who’s winning the social media battle in the semiconductor industry? Activity Despite only having just 12% of the 48.8% total available audience, semiconductor companies are far more active on Twitter than any other social channels. Twitter accounts for 52.3% of all posts 19.4% shared across all social channels. 17% 6.3% 3% 7 Who’s winning the social media battle in the semiconductor industry? Blogging Blogs and forums are a great way to generate fresh, keyword-rich content to help with search engine optimization and social media activities. The benefits are numerous. By defining a well-structured architecture, usually defined around key products and technologies, content is generated around relevant search terms and cross-linked back to key landing pages within a website. With a forum, companies are leveraging the power of user-generated content, and whilst engineers aren’t traditionally known for being active on company-run forums, the maker community certainly is, and many companies are taking advantage of this newer, more socially active audience. Length of a blog post / Number of shares Blog post shares by social network 261 Each blog post created by semiconductor companies is shared an average of 189 times.
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