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Semiconductor Industry Social Media Review Revealed 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 !3 Who’s winning the social media battle in the semiconductor industry? Issue 2 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 !4 Who’s winning the social media battle in the semiconductor industry? Issue 2 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/ !5 Who’s winning the social media battle in the semiconductor industry? Issue 2 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.
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