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SOCIAL SUCCESS
White Paper
Who’s winning the social media battle in the semiconductor industry?
Issue 2, September 3, 2014
The contents of this White Paper are protected by copyright and must not be reproduced without permission © 2014 Publitek Ltd. All rights reserved Who’s winning the social media battle in the semiconductor industry? Issue 2
SOCIAL SUCCESS
Who’s winning the social media battle in the semiconductor industry?
Report title
OVERVIEW This time, in the interest of We’ve combined quantitative balance, we have decided to and qualitative measures to This report is an update to our include these companies - Intel, reach a ranking for each original white paper from channel. Cross-channel ranking Samsung, Sony, Toshiba, Nvidia led us to the overall index. September 2013. - as well as others, to again analyse the following channels: As before, we took a company’s Last time, we took the top individual “number semiconductor companies 1. Blogs score” (quantitative measure) (according to gross turnover - 2. Facebook for a channel, and multiplied main source: Wikipedia), of this by its “good practice score” 3. Google+ which five were ruled out due (qualitative measure). 4. LinkedIn to the diversity of their offering 5. Twitter The companies were ranked by and the difficulty of segmenting performance in each channel. 6. YouTube activity relating to An average was then taken of semiconductors. ! their positions in each to create the final table.
!2 Who’s winning the social media battle in the semiconductor industry? Issue 2
Due to the instantaneous nature of social media, this time we decided to analyse a narrower time frame, and picked a single month - August 2014.
The 40 companies analysed were: ! 1. Altera 21. Maxim Integrated 2. AMD 22. MediaTek 3. Analog Devices 23. Microchip Technology 4. ARM 24. Micron Technology 5. Atmel 25. Microsemi 6. Broadcom 26. Nichia 7. Cadence 27. NVIDIA 8. Dialog Semiconductor 28. NXP 9. Diodes Inc 29. Qualcomm 10. Exar 30. Renesas Electronics 11. Fairchild Semiconductor 31. Rohm Semiconductor 12. Freescale Semiconductor 32. Samsung Electronics 13. Fujitsu 33. Semtech 14. IDT (Integrated Device Technology) 34. Silicon Labs 15. Imagination Technologies 35. SK Hynix 16. Infineon Technologies 36. Sony 17. Intel Corporation 37. STMicroelectronics 18. International Rectifier 38. Texas Instruments 19. Intersil 39. Toshiba Semiconductor 20. Linear Technology 40. Xilinx
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FINDINGS
Topline results
• Atmel tops the best practice index, scoring 4.5 out of 5
• The remainder of the top 5 is made up of: Figure 2: Just because you don’t have an official ! Facebook page, doesn’t mean you don’t have fans • 2nd place: ARM, Cadence,
Intel (tied), scoring 4.3
• 5th place: Texas Instruments, Blogs are still under-utilised Facebook fans increase, but Xilinx (tied), scoring 4.2 companies continue to ignore 16 of the 40 companies them ! analysed do not have a company blog, despite the Both Facebook and YouTube Best practice score by social obvious benefits to be had from create automated channels media channel SEO optimised content, and the when a company doesn’t opportunity to generate register its brand name. The average best practice increased volumes of engaged scores for each channel are as Facebook users are able to like visitors. follows: these computer generated Forums are back pages, even though there is no • Twitter: 3.7 benefit to be had in doing so, as Although not analysed in this • Facebook: 3.1 company updates are not report, a noticeable number of posted here. • YouTube: 3.0 companies make use of forums for product / customer support. One company has close on • LinkedIn: 2.9 1,000 likes, despite having no Like blogs, these have the official Facebook presence. • Google+: 2.5 capacity to benefit search Surely, when prospects make it • Blogs: 2.1 through user-generated content, so clear that this is a preferred and foster engagement by using medium for engaging with a gamification techniques to brand, its a no-brainer to meet Twitter has the highest number of reward individuals that engage them half way? companies scoring full marks, with positively with the community. 42% achieving a 5 out of 5 ! rating for best practice.
Figure 1: Twitter is the channel where most companies operate within best practice guidelines
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Best BLOGGING than just a stream of # Company # Blog posts sales pitches. This practice In the original report, we 1 Atmel 160 5 aspect polarised the 2 ARM 91 5 outlined the power of blogging companies we 3 Texas Instruments 65 5 as an SEO tool and noted that it examined, with half 4 SK Hynix 52 5 was surprising to see over a 5 Samsung Electronics 48 4 fulfilling the criteria 6 Intel Corporation 33 4 third of the companies analysed and the other half only 7 Xilinx 27 5 not using this channel. This time, posting updates 8 Cadence 26 5 we found that a similar 9 NVIDIA 19 4 directly concerning 10 Silicon Labs 12 3 proportion of the companies are their business. 11 Freescale Semiconductor 9 4 still not using blogs. 12 Qualcomm 10 3 One factor stood out 13 NXP 6 4 14 AMD 6 3 However, of those who are as the most poorly- blogging, including images in 14 Imagination Technologies 5 4 handled: replying to 16 Linear Technology 6 2 posts was one criterion for good comments on the blog. 16 Broadcom 5 3 practice that was well-fulfilled 16 Fairchild Semiconductor 5 3 Five of the blogs did 19 Micron Technology 5 2 across the board. While this may not have comments 20 Sony 4 3 seem like a very simplistic metric, enabled, eliminating 21 Toshiba Semiconductor 4 2 articles with images gain 94% 22 Altera 3 3 the possibility of 23 Renesas Electronics 4 1 more views than those without*. building an engaged 24 Fujitsu 2 3 This clearly demonstrates the audience and reducing 25 Analog Devices - - potential behind a simple picture 25 Dialog Semiconductor - - the likelihood of 25 Diodes Inc - - to drive the company message repeat visits. Of the 25 Exar - - and maximise the audience for remainder, only half of 25 IDT - - your content. 25 Infineon Technologies - - companies reply to 25 International Rectifier - - If more people will be reading comments. This can be 25 Intersil - - damaging to a 25 Maxim Integrated - - the content, companies should 25 MediaTek - - pay it due attention. We company’s image, 25 Microchip Technology - - recommend that corporate news portraying it as 25 Microsemi - - unresponsive and as 25 Nichia - - appears in tandem with a 25 Rohm Semiconductor - - variety of stories, including some not listening to 25 Semtech - - posts relevant to the wider customers. Perhaps 25 STMicroelectronics - - industry in general. Posting more significantly, Table 1: Ranking of semiconductor companies use of blogs content that is not uniquely blogs are designed to be places where centred on the company builds defeat an important merit of discussion is provoked through industry authority and creates having the blog in the first place. user loyalty: readers prefer to interesting content. If the content see a range of stories of interest is there, but the discussion is not to the field in as a whole, rather followed up, it rather seems to
*Jeff Bullas http://www.jeffbullas.com/2012/05/28/6-powerful-reasons-why-you-should-include-images-in-your-marketing-infographic/
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FACEBOOK Having established this, Best # Company Likes we decided to analyse practice 1 Intel Corporation 25,589,184 5 The previous white paper the ratio of social revealed surprisingly high levels 2 AMD 1,834,090 3 media followers by 3 NVIDIA 1,577,388 4 of engagement via Facebook, channel, excluding Intel, 4 Sony 958,266 5 5 Qualcomm 1,113,479 3 which disproved the myth that NVIDIA, Samsung, Sony this channel is not embraced by 6 Samsung Electronics 653,546 3 and Toshiba as before. 7 Atmel 152,377 4 the semiconductor industry. In 8 Microchip Technology 125366 5 fact, this new report shows even Here we found that the 9 Texas Instruments 107,049 4 higher levels of engagement, proportions of followers 10 Toshiba Semiconductor 85,925 3 11 ARM 65,236 5 with over three-quarters of all by social channel have 12 Cadence 68,156 4 followers in the semiconductor remained roughly the 13 Freescale Semiconductor 59,908 4 industry now found on Facebook. same in comparison with 14 Altera 50,677 5 15 Fujitsu 33,673 4 our previous report, 16 Xilinx 12,827 4 However, there is an obvious though Facebook and 17 STMicroelectronics 8585 4 drawback to this observation: LinkedIn’s shares have 18 Broadcom 8534 4 the newly included companies 19 Analog Devices 6288 4 declined slightly, 20 Renesas Electronics 5649 4 have a diverse product offering, seemingly to the benefit 21 Infineon Technologies 4132 4 22 Maxim Integrated 3545 4 bringing with it a considerable of Twitter. This may be consumer following. In this sense, 23 Fairchild Semiconductor 3483 4 because we are 24 NXP 3893 3 finding the majority of followers beginning to see 25 Micron Technology 5607 0 on Facebook is not surprising. 26 Rohm Semiconductor 3003 2 blurring between social 27 Silicon Labs 2088 4 networks. Technology 28 MediaTek 3520 0 Figure 3: Infineon Technologies enables us to be online 29 Imagination Technologies 1584 4 demonstrates good cross-platform 30 IDT 1079 5 24/7, creating an integration 31 Linear Technology 917 4 “always on” mobile 32 Intersil 797 4 audience. With this new 33 SK Hynix 940 1 34 International Rectifier 905 0 tendency to work 35 Nichia 416 0 outside office hours, 36 Microsemi 287 1 people become more 37 Diodes Inc 179 3 38 Dialog Semiconductor 253 0 permissive and 39 Semtech 212 0 responsive to content 40 Exar - - that relates to their Table 2: Ranking of semiconductor professional lives. This has also companies use of Facebook meant that LinkedIn has become less strictly professional. blogging, yet this was the main Aside from quantitative analysis, criterion that let companies down there were some interesting on Facebook with only 12 of the discoveries on the qualitative companies providing links to side. Cross-platform integration their other social channels. was one of the strong points of
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This represents missed This can be damaging to the platform integration, meaning opportunities to increase companies’ image for the same that it is generally easy for users engagement across the breadth reasons as discussed in Section to find information about the of the channels, limiting the 3: Blogging, but it is important to company, including other contact reach of the company message, remember that Facebook is methods, using the Google+ and also by failing to strictly a “social” channel and profile as a springboard. consolidate the online presence for this reason people are likely of the company. to be looking for interaction. To A feature of Google+ which then not respond to helps support integration To build corporate branding, it is communication is bad practice. between channels is the use of preferable to see social media tabs on its profiles. The “About” as an intertwined web linking GOOGLE+ and “Posts” tabs are standard, back to the company, instead of but there is scope for others such as separate, isolated channels. As highlighted in the previous as “Photos” and “YouTube”, the section, the proportion of latter allowing companies to Infineon Technologies serves as a followers on Google+ has grown share their YouTube videos on case study in good cross- according to our overall findings. their Google+ profile. This way, platform integration on One explanation for this result is users can conveniently access a Facebook, using apps to easily variety of media. Again, only 4 direct the user towards its Twitter that Google+ may be gaining traction as an alternative to companies had not added more and YouTube pages (see figure tabs to the profile, which shows 4). Facebook, perhaps being seen as its up-and-coming younger that as a whole, semiconductor A parallel that we found with sibling. Apart from that, the companies are utilising Google+ blogging, however, was the poor increase may also be thanks to in a productive way. This is response rates to comments. Google+ being well-integrated reflected in the moderate gains Only 39% of the companies on with other channels. Only 4 of in their follower share. Facebook were replying to wall the companies did not posts and comments on pictures. provide links to cross- Figure 4: Freescale using the Google+ tab system
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Best Despite the good practice in helpful tool for # Company Followers practice terms of profile functionality, the followers, and could 1 Sony 1,016,090 2 problem of companies not foster perceptions of 2 NVIDIA 874,635 3 replying to comments was again industry authority for the 3 Samsung Electronics 766,691 2 4 Intel Corporation 626,185 3 apparent. Only 9 of the 29 companies. 5 AMD 27,642 3 companies with profiles were 6 Toshiba Semiconductor 26,806 2 replying which, at 31%, shows a Many semiconductor 7 Texas Instruments 8,284 3 8 ARM 2,831 4 lower response rate than companies are creating their own online 9 Fujitsu 2,714 3 Facebook. Given the rise of 10 Qualcomm 2,378 4 Google+ since our last report, it communities, which helps 11 Freescale Semiconductor 2,016 4 12 Analog Devices 1,424 3 is vital that companies nurture with SEO. It may seem detrimental to then 13 Atmel 1,240 4 their follower base on this 14 Xilinx 1,037 4 channel and engage with them fragment the follower 15 Broadcom 773 3 16 Maxim Integrated 646 4 through replying to comments. base by creating a separate Google+ 17 Altera 587 4 18 Cadence 489 3 A good way that Google+ community yet if 19 NXP 289 3 enables companies to interact handled correctly, it can 20 Infineon Technologies 243 3 21 Microchip Technology 267 2 with their follower base, and in provide a platform for 22 Silicon Labs 188 4 turn for their followers to interact further integration. The 23 Diodes Inc 181 3 amongst themselves, is through most active and 24 Renesas Electronics 153 3 25 MediaTek 143 2 the creation of Google+ productive discussions on 26 IDT 116 3 Communities. Consumer brands one channel can be 27 Imagination Technologies 113 3 have already harnessed this transformed into content 28 Linear Technology 99 3 29 Intersil 63 2 tool, but it is a concept that can for the other. For 30 Rohm Semiconductor 38 3 equally be applied in a B2B example, contributors 31 Micron Technology 22 0 semiconductor setting. may raise questions 32 Microsemi 9 2 33 Fairchild Semiconductor 8 0 which inspire blog posts. Given that many people are 34 International Rectifier 3 1 This would give users a 35 Dialog Semiconductor 1 2 currently posting technical real sense of 36 STMicroelectronics - 2 37 Semtech - - questions on items such as photos participation, which will appearing on the semiconductor 37 Exar - - in turn encourage 37 Nichia - - companies’ Google+ profiles, a repeat visits. 37 SK Hynix - - more beneficial way to handle Additionally, the these would be to create a Table 3: Ranking of semiconductor message threads can simply be companies use of Google+ community. There are some transferred between the “unofficial” communities created networks. This enables ! by fans of companies such as companies to drive traffic to AMD, but no company has taken their desired destination, as well control of this itself. The as strengthen integration. information and collaboration found within these communities ! has potential to be a very
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Every company in our sample is using LinkedIn.
They are not always taking advantage of its full functionality. In an interesting parallel with Google+ communities, LinkedIn groups are Figure 5: Texas Instruments’ LinkedIn group not widely used (only 8 of the companies had groups), which help to attract the user’s eye to careers purposes rather than again is a missed opportunity. As the post and it also diversifies social media purposes. Only before, creating a group allows the company’s output. These 48% of companies provide links like-minded individuals to factors make it more likely that to their other social media collaborate, but LinkedIn allows people will engage with the channels, against 63% who have the company to show off its content and spread the company utilised the “Careers” tab on expertise in a professional message. their profiles to present their format. It also has the same business to would-be employees. Cross-platform integration was potential for integration as seen This suggests that LinkedIn is generally patchy in comparison in the previous section. Another used more as a recruitment tool with other networks, but benefit of LinkedIn is that this than as a social network. interestingly, companies seem to setting is most likely to result in focus on using LinkedIn for fruitful discussion; users’ personal profiles are closely linked to their professional reputations. This ensures that the conversations remain productive, which is not guaranteed on the more social platforms (more on this in Section 8: YouTube).
Furthermore, posting pictures is a fairly new update to LinkedIn, but less than half the companies are making the most of this. This may be because pictures are more strongly associated with the strictly “social” platforms such as Facebook and Twitter, but posting images on LinkedIn should be considered. Photos Figure 6: Silicon Labs’ post about its charity run. An HR tool?
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One company taking full For example, Figure 6 shows a interest to the wider field and advantage of LinkedIn as a charity run organised by the which are not solely company- recruitment tool is Silicon Labs. It company. This gives a sense of centric, as this creates industry uses the “Careers” tab, but the atmosphere within the authority and user loyalty, additionally there are many business and demonstrates to avoiding the impression of a posts on the main profile which potential employees the constant PR-stream. reflect a work-play balance opportunities they could within the company. encounter there, apart from the That said, it is of course strictly business-related important to balance this with company-related content. Some Best # Company Followers side. This represents how practice the different networks can companies do this by tweeting 1 Intel Corporation 465,688 4 links to their own content on their 2 Samsung Electronics 400,422 3 have different functions, blog, which also satisfies the 3 Qualcomm 171,118 5 with LinkedIn serving as a 4 Sony 179,411 4 highly effective HR tool, cross-platform integration 5 Texas Instruments 116,929 4 criterion. AMD is a good case 6 Fujitsu 98,932 4 not just a social 7 NVIDIA 95,356 4 communications platform. study on balancing its own and 8 AMD 84,736 5 external content. 9 Broadcom 79,999 4 10 Freescale Semiconductor 63,875 3 ! 11 STMicroelectronics 66,518 2 TWITTER 12 NXP 47,405 4 13 ARM 39,279 4 14 Micron Technology 32,013 4 Twitter engagement has 15 Infineon Technologies 40,485 2 risen whether the “big five” 16 Cadence 27,585 5 companies with consumer 17 Xilinx 34,356 3 18 Atmel 22,011 5 followings are included or 19 Analog Devices 30,600 2 not, which may be due to 20 Toshiba Semiconductor 35,246 1 its evolution into a “middle 21 Maxim Integrated 22,994 4 22 Microchip Technology 18,418 5 ground” platform. 23 Altera 20,222 2 24 Fairchild Semiconductor 13,379 4 But in terms of how 25 Silicon Labs 11,773 4 companies are actually 26 Microsemi 16,012 1 27 SK Hynix 10,234 3 using Twitter, a significant 28 MediaTek 12,705 1 chunk (39%) are not 29 Imagination Technologies 9,088 3 posting links to content 30 IDT 9,338 1 31 Intersil 9,250 1 other than that which 32 International Rectifier 6,918 2 relates directly to 33 Linear Technology 6,070 2 themselves. The same 34 Dialog Semiconductor 5,123 3 35 Renesas Electronics 2,551 1 principle as used in Section 36 Semtech 2,493 1 3: Blogging is applicable 37 Diodes Inc 1,437 4 here. It is wise to share 38 Exar 1,518 1 39 Rohm Semiconductor 843 1 articles which are of 40 Nichia 487 1
Table 4: Ranking of semiconductor companies use of LinkedIn
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The vast majority of companies However, hashtags do need to are using hashtags in their be used skilfully; it is very easy tweets. It’s good practice, for companies to overuse them, making content easier to find. and too many hashtags in a tweet with a link will reduce For example, Figure 7 shows click-through rates. It is therefore Atmel using a hashtag relevant important to only hashtag the to a trade fair, meaning that key elements which will be useful those who are interested in the to followers, and not every other fair will find Atmel’s content. word. Best # Company Followers practice Other companies chose to 1 Intel Corporation 3,564,428 5 jump on the back of 2 NVIDIA 577,805 5 trends which occur Figure 7: Atmel using #IoTExpo to link to 3 AMD 170,811 5 the IoT Expo 2014 London conference 4 Qualcomm 131,260 5 regularly. This not only 5 Samsung Electronics 134,688 2 exposes them to a much 6 Sony 93,777 4 wider audience as the ! 7 Fujitsu 63,718 5 trend goes beyond the 8 Texas Instruments 38,089 5 YOUTUBE 9 Broadcom 25,659 5 B2B semiconductor sector, 10 NXP 20,058 5 but the use of @mentions 11 Freescale Semiconductor 19,217 5 YouTube was the least widely- 12 Atmel 19,139 5 combines with this to used social network according to 13 Microchip Technology 16,431 5 “build bridges” with other our research. The numbers of 14 Analog Devices 14,340 5 users. 15 Toshiba Semiconductor 13,947 5 subscribers varied enormously - from 1 to 127,140 - and was 16 Xilinx 10,883 4 Keeping good relations 17 Linear Technology 8939 5 generally inferior to the 18 Altera 9437 4 with fellow Twitter users is companies’ other channels such 19 Maxim Integrated 8431 5 advisable as it helps to as Facebook and Twitter. 20 Fairchild Semiconductor 7904 5 maintain a high follower 21 Silicon Labs 6911 4 22 Renesas Electronics 6310 4 account and therefore However, this may be because it 23 Cadence 5545 5 gives an improved social is not necessary to subscribe to a 24 Micron Technology 6,686 3 25 STMicroelectronics 5476 4 authority rating. Another channel to see its videos, and 26 MediaTek 4443 3 benefit is that @mentions many companies shared links to 27 ARM 3,588 4 give the impression of a their YouTube channels on other 28 Rohm Semiconductor 2714 2 29 Imagination Technologies 1841 5 dynamic, communicative platforms including Facebook 30 Infineon Technologies 1835 4 company with a specific and Google+. This means that 31 Microsemi 1944 0 message - instead of a users may find it easy to reach 32 Intersil 1485 1 33 IDT 690 5 company which blurts out this content without having to 34 Dialog Semiconductor 465 4 tweets just for the sake of follow multiple networks, so tend 35 Diodes Inc 383 3 making noise. not to subscribe on YouTube. 36 Semtech 313 2 37 Exar 290 0 38 International Rectifier - - ! ! 38 Nichia - - 38 SK Hynix - - !
Table 5: Ranking of semiconductor companies use of Twitter
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Another parallel with our ! previous white paper is that companies are still generally ! poor at replying to comments, ! continuing the pattern seen in the other social channels. ! Only three of the companies ! sampled reply to user comments.
Best # Company Subscribers practice 1 NVIDIA 127,140 4 Figure 8: Users squabbled about this video on AMD’s YouTube channel 2 Intel Corporation 91,525 5 3 Samsung Electronics 91,887 4 4 AMD 41,525 4 This can be seen as bad Fig. 8 shows an AMD video 5 Qualcomm 17,275 4 practice for reasons which compares the AMD A6 6 Toshiba Semiconductor 14,507 4 7 ARM 11,799 4 already discussed in this APU against the Intel i3; it led to 8 Microchip Technology 8692 5 report which are some strong disagreements 9 Texas Instruments 9134 4 applicable to multiple between the defenders of each 10 Sony 7913 4 11 Atmel 5,281 4 platforms, though there brand (see the link http:// 12 Xilinx 4,060 5 may be other reasons youtu.be/ui--Mo6_bBo). 13 Freescale Semiconductor 3859 4 why companies are 14 Analog Devices 3615 4 reticent to engage in YouTube is potentially more 15 Infineon Technologies 3026 4 prone to this behaviour than 16 NXP 2679 4 discussions on YouTube. 17 Cadence 2418 4 More than on any other other channels because users can 18 STMicroelectronics 1956 4 channel, we noticed a hide behind an avatar and a 19 Altera 1,856 4 username. On other networks, 20 MediaTek 2,300 2 tendency for users to 21 Fujitsu 1542 4 create arguments the user’s real identity (name, 22 Linear Technology 1606 3 photo) is usually displayed which 23 Broadcom 1030 4 amongst themselves in the may influence what they write 24 Renesas Electronics 1022 4 comments section, rather 25 Micron Technology 1004 2 than productive discussion. and encourage them to speak 26 Imagination Technologies 412 5 more tentatively. This is 27 Intersil 505 3 As a consequence, it is especially relevant to LinkedIn 28 Fairchild Semiconductor 273 0 possible that companies 29 Semtech 46 2 wish to distance as a user’s professional 30 Microsemi 34 4 reputation is at stake. However, 31 Dialog Semiconductor 23 2 themselves from these there were also instances where 32 Diodes Inc 13 0 squabbles. 32 SK Hynix 13 0 legitimate questions from users 34 Maxim Integrated 6 0 were ignored by companies. 35 International Rectifier 4 0 ! 36 Rohm Semiconductor 3 1 37 Silicon Labs 1 5 ! 38 IDT 1 1 ! 39 Nichia 1 0 ! 40 Exar - 0 ! Table 6: Ranking of semiconductor companies use of YouTube
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QUANTITATIVE ANALYSIS The distribution of followers practice obviously does increase already highlights some follower numbers, it is actually The total number of people significant changes from the first fairly useless: the new followers connecting with semiconductor report. Notable increases have are not interested in the companies through social media been seen in Facebook, Google company, so it is unlikely that channels is summarised as + and Twitter connectivity, they will engage with the tweets. follows: largely at the expense of The company message therefore • Facebook likes: LinkedIn. One explanation for hits a brick wall instead of 32,533,043 this could be that the five resonating with followers who companies included this time also genuinely take an interest in the • Google+ followers: have a large consumer following, subject. 3,364,404 meaning that connectivity is likely to come through the more • LinkedIn followers: strictly “social” channels instead 2,312,817 of LinkedIn, a largely • Twitter followers: professional network. 4,999,080 Another potential reason behind • YouTube subscribers: this is the growing phenomenon 459,986 of companies buying followers on Twitter and Facebook. While ! this
Figure 9: The distribution of social media followers Figure 10: The distribution of social media followers among top among all semiconductor companies analysed semiconductor companies - excluding companies that also have a high level of consumer followers - Intel, Samsung, Sony, Toshiba, Nvidia
!13 Who’s winning the social media battle in the semiconductor industry? Issue 2
SEMICONDUCTOR INDUSTRY SOCIAL MEDIA INDEX Average rank # # Company across all channels The semiconductor industry social media index uses a 1 Intel Corporation 2.5 combination of both qualitative data for utilising best practice 2 NVIDIA 4.0 3 Samsung Electronics 4.2 techniques, and quantitative data based on the audience 4 AMD 6.2 reach (e.g. number of followers) and channel activity (e.g. 5 Qualcomm 6.7 number of blog posts). 6 Texas Instruments 7.0 7 Sony 7.7 8 Atmel 10.5 Intel leads the pack by a big margin. 9 ARM 11.3 10 Freescale Semiconductor 11.5 11 Toshiba Semiconductor 13.0 12 Xilinx 13.7 13 Fujitsu 13.8 14 Analog Devices 15.3 14 Broadcom 15.3 16 Cadence 15.7 17 Microchip Technology 16.0 18 NXP 16.3 19 Altera 19.0 20 Infineon Technologies 21.0 21 STMicroelectronics 22.0 22 Maxim Integrated 22.7 23 Micron Technology 23.0 24 Silicon Labs 23.7 25 Fairchild Semiconductor 24.3 26 Linear Technology 24.5 27 Renesas Electronics 24.7 28 MediaTek 25.3 29 Imagination Technologies 25.8 30 SK Hynix 28.5 31 Intersil 29.3 32 Microsemi 30.0 33 IDT 30.3 34 Rohm Semiconductor 30.7 35 Diodes Inc 31.5 36 Dialog Semiconductor 32.8 37 International Rectifier 33.0 38 Semtech 33.7 39 Nichia 35.7 40 Exar 36.2
Table 7: The Social Media Index of semiconductor companies by average ranking in each channel
!14 Who’s winning the social media battle in the semiconductor industry? Issue 2
Average best BEST PRACTICE # Company practice score 1 Atmel 4.5 Atmel was the winner of the best practice index, scoring an 2 ARM 4.3 average of 4.5 across all channels. It integrated its multiple 2 Cadence 4.3 channels well, shared a variety of relevant content and 2 Intel Corporation 4.3 5 Texas Instruments 4.2 showed full use of the platforms’ functionalities. 5 Xilinx 4.2 7 Freescale Semiconductor 4.0 ARM, Cadence and Intel are joint second with 4.3, and Texas 7 Imagination Technologies 4.0 Instruments and Xilinx tie in 5th place. 7 NVIDIA 4.0 7 Qualcomm 4.0 7 Silicon Labs 4.0 ! 12 AMD 3.8 12 Broadcom 3.8 ! 12 Fujitsu 3.8 12 NXP 3.8 ! 16 Altera 3.7 16 Microchip Technology 3.7 ! 16 Sony 3.7 19 Linear Technology 3.2 20 Analog Devices 3.0 20 Samsung Electronics 3.0 22 Infineon Technologies 2.8 22 Maxim Integrated 2.8 22 Renesas Electronics 2.8 22 Toshiba Semiconductor 2.8 26 Fairchild Semiconductor 2.7 26 STMicroelectronics 2.7 28 IDT 2.5 29 Diodes Inc 2.2 30 Dialog Semiconductor 1.8 30 Intersil 1.8 30 Micron Technology 1.8 33 Rohm Semiconductor 1.5 33 SK Hynix 1.5 35 MediaTek 1.3 35 Microsemi 1.3 37 Semtech 1.0 38 International Rectifier 0.5 39 Exar 0.2 39 Nichia 0.2
Table 8: Ranking of semiconductor companies by average best practice rankings across all channels
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BEST PRACTICE SCORING SYSTEM ! !
Table 9: the metrics used to arrive at the Social Media Index of semiconductor companies
!16 Who’s winning the social media battle in the semiconductor industry? Issue 2
METHODOLOGY score was based solely on the 4. Rank each company from 1 quantitative measure. downwards by its average For each channel we recorded ranking across all four quantitative measures of activity, e. Companies that did not use a channels to provide the overall for example the number of particular channel were scored index. Twitter followers. at zero. a. The lowest average ranking Companies were also awarded 2. Rank each company from 1 score was ranked number 1 and points for demonstrating good downwards by its individual so on until all companies were practice in how they used each channel score for each ranked. channel. These good practice channel. criteria are simple steps that b. Companies with equal scores companies can and should take a. The highest score was ranked were treated as joint ranked. in order to engage successfully number 1 and so on until all in each channel. companies were ranked. ! b. Companies with equal scores were treated as joint rankings. HOW WE CALCULATED THE RANKINGS c. Companies with zero scores were treated as joint last place. 1. Calculate the individual company score for each of the 3. Take the average ranking six channels. across all four channels.
a. Channel score = quantitative a. Average ranking = (blog measure X good practice ranking + Facebook ranking + weighting. Google+ ranking + LinkedIn ranking + Twitter ranking + b. Good practice weighting is an YouTube ranking) / 6. opportunity for companies to improve their overall score by ! the quality of how they use social media channels. How does your company c. For each of the five good rank in social media? practice criteria a company can score an extra 20% above their To find out, contact: quantitative score. Bob Jones Jon Barrett d. In the few cases where CEO Head of Digital companies had zero for the Tel: +44 (0) 1225 470000 good practice rating, they were Email: [email protected] not penalised - their channel
!17 INFLUENTIAL TWEETS – How B2B electronics media in North America are using Twitter
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