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Who’s winning the social media battle in the industry?

SOCIAL SUCCESS White Paper Who’s winning the social media battle in the ?

Issued in September 2013

The contents of this White Paper are protected by copyright and must not be reproduced without permission www.publitek.com © 2013 Publitek Ltd. All rights reserved Who’s winning the social media battle in the semiconductor industry?

SOCIAL SUCCESS Who’s winning the social media battle in the semiconductor industry?

By Jon Barrett, Digital Marketing Specialist, Publitek

1. OVERVIEW We took a company’s individual The remaining 19 companies This report examines how ‘number’ score for a channel, analysed were: key social media channels and multiplied this by its ‘good 1. AMD are used in the semiconductor practice’ score. 2. industry. We have taken the 3. ARM top semiconductor companies The companies are ranked by 4. (according to gross turnover – performance in each channel. Then 5. Broadcom main source: Wikipedia) and an average was taken of their 6. analysed each company’s use positions to create the final table. 7.

of: 8. Of the top 25 semiconductor 9. MediaTek 1. Blogs companies, we discounted five 10. 2. Facebook (, , , , 11. Nichia 3. Twitter ) due to the diversity of 12. NXP 4. YouTube their offering and the difficulty 13. 5. LinkedIn of segmenting activity relating 14. 6. + to . We also 15. Rohm Semiconductor discounted Elpida due to the We provided a top ranking for 16. SK Hynix acquisition by Micron. each channel and developed a 17. STMicroelectronics combined cross-channel ranking A six month period was chosen for 18. to arrive at the overall index. this study: April – September 2013. 19.

1 www.publitek.com Who’s winning the social media battle in the semiconductor industry?

2. FINDINGS Facebook likes

Topline results Google+ followers

• Qualcomm is number 1 in the LinkedIn followers semiconductor social media index Twitter followers • The top 5 comprises Qualcomm, AMD, Texas Instruments, Fujitsu and YouTube subscribers Freescale Semiconductor • Texas Instruments tops the best practice index, scoring 5 out of 5 • The total number of people connecting with semiconductor companies through social media channels is summarised as follows: – Facebook likes: 2,127,503 – Google+ followers: 28,192 – LinkedIn followers: 653,286 – Twitter followers: 267,733 – YouTube subscribers: 62,321 Figure 1: Graph to show social media connectivity among top global semiconductor firms

3. BLOGGING Some companies e.g. Texas This approach is obviously only We believe that blogging is the Instruments, use categories, and suitable where a company’s channel that provides the greatest provide visitors with routes into offering is diverse enough to opportunity semiconductor each category from the homepage. warrant a complete separation, companies: to engage with Others have multiple blogs that they and they are able to produce customers and prospects; drive keep completely separate from one a sufficient volume of content to traffic to the website – both another. populate separate blogs. from new and returning visitors as part of an integrated SEO strategy; as well as establishing authority within key markets and applications.

It was therefore somewhat surprising to find that seven of the 19 companies reviewed did not have a blog, but of these companies, three had community forums instead. Two approaches are taken by companies to manage the sheer volume and diverse topics within their blogs. Texas Instruments provide clear segmentation of their blog by different topics

www.publitek.com 2 Who’s winning the social media battle in the semiconductor industry?

Rank Company Blog Good Table 1: Ranking of semiconductor # name posts practice companies for use of blogs 1 Texas Instruments 363 5 2 Atmel 383 3 3 SK Hynix 267 2 4 Qualcomm 64 5 5 Broadcom 54 3 Table 2: Ranking of semiconductor companies for use of Facebook 6 Fujitsu 45 3 7 NXP 41 2 Rank Company No. of Good 8 AMD 33 3 # name likes practice 9 Micron Technology 29 4 1 AMD 1,374,905 5 10 ARM 25 4 2 Qualcomm 475,422 3 11 Freescale Semiconductor 30 2 3 Atmel 127,546 2 12 Xilinx 13 1 4 Texas Instruments 38,595 5 13 Renesas Electronics - - 5 Freescale Semiconductor 27,511 3 14 STMicroelectronics - - 6 ARM 21,383 3 15 Infineon Technologies - - 7 Fujitsu 23,062 2 16 MediaTek - - 8 Xilinx 10,197 3 17 Rohm Semiconductor - - 9 Broadcom 5,643 4 18 Analog Devices - - 10 Analog Devices 4,597 4 19 Nichia - - 11 STMicroelectronics 3,723 2 12 NXP 3,253 1 13 Micron Technology 4,515 - 14 Infineon Technologies 2,327 - 15 Rohm Semiconductor 2,130 - 16 Renesas Electronics 1,630 - 17 MediaTek 1,649 - 18 SK Hynix 714 - 19 Nichia 331 -

4. FACEBOOK and also in terms of the level of • There are 2,127,503 fans of Possibly the most surprising result engagement on company semiconductor companies. from the research is the success of Facebook pages. Facebook – both in terms of the • All semiconductors had a social huge numbers of people that have This debunks the commonly held presence on Facebook, as pages associated themselves with the belief that Facebook isn’t a are setup automatically which if companies reviewed (68% of all suitable channel for the unclaimed by the company, are followers are found on Facebook), semiconductor industry. populated from Wikipedia.

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Table 1: Ranking of semiconductor • Qualcomm were the only company Rank Company Followers +1’s Good companies for use of blogs to make use of the new regionalisation functionality provided by Facebook, # name practice which allows companies to set up 1 AMD 19,738 31,341 4 sub-pages from the main company profile, based on geographic location. 2 Qualcomm n/a 8,076 5 3 Atmel 1,844 3,262 4 5. GOOGLE+ 4 Texas Instruments 1,974 2,566 5 Despite recent reports that the number 5 Freescale Semiconductor 1,556 2,125 4 of Google+ users has recently eclipsed the number of users on Twitter, our 6 ARM 1,066 1,959 4 research indicates it still is a ghost town for semiconductor companies, with far 7 Fujitsu 830 1,140 5 fewer followers than any of the other 8 Xilinx n/a 746 5 social networks reviewed (just 1%), and very low levels of engagement for 9 Broadcom 426 710 5 those that are on there. 10 Analog Devices 210 732 4 Having said that, Google+ can’t be ignored – if only because of the SEO 11 STMicroelectronics 308 445 4 benefits that can derived if this channel 12 NXP 78 122 4 is used correctly, and also because we all know Google isn’t going to give in 13 Micron Technology 79 108 4 and let Facebook and Twitter continue to dominate the social space. 14 Infineon Technologies 31 76 4 15 Rohm Semiconductor 44 64 1 16 Renesas Electronics 8 9 2 17 MediaTek - - - 18 SK Hynix - - - Table 4: Ranking of semiconductor 19 Nichia - - - companies for use of Google+

AMD are doing particularly well on volume of Facebook likes and Google+ followers

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6. LINKEDIN Rank Company Followers Good LinkedIn is the second # name practice most popular channel for 1 Qualcomm 122,326 3 semiconductor company followers, accounting 21% of 2 Texas Instruments 82,854 5 the total. 3 Fujitsu 63,548 5 Although LinkedIn was the 4 AMD 57,744 5 only social channel where all 5 Broadcom 56,298 5 of the companies reviewed 6 STMicroelectronics 49,043 3 had a presence that they had populated with bespoke 7 Freescale Semiconductor 45,691 3 content, it is underutilised 8 NXP 34,698 3 by several of these, who 9 Infineon Technologies 25,455 4 use it purely for recruitment purposes, and neither push 10 ARM 22,833 5 social content, nor engage in 11 Micron Technology 21,959 5 group activity. 12 Xilinx 22,174 4 13 Analog Devices 21,488 3 14 Atmel 13,829 5 15 MediaTek 5,790 1 16 SK Hynix 2,935 3 17 Renesas Electronics 3,683 1 18 Rohm Semiconductor 610 1 Table 4: Ranking of semiconductor companies for use of LinkedIn 19 Nichia 328 1

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Rank Company Followers Tweets Good Table 5: Ranking of semiconductor companies for use of Twitter # name practice 1 Qualcomm 77,537 4,244 4 2 Fujitsu 45,563 3,087 4 3 AMD 31,217 2,744 5 4 Texas Instruments 27,539 6,876 5 5 Broadcom 21,300 2,639 4 6 Freescale Semiconductor 12,986 4,780 5 7 NXP 10,901 4,138 5 8 Analog Devices 9,301 5,252 5 9 Atmel 9,000 4,436 5 10 Xilinx 7,903 2,565 5 11 Micron Technology 5,415 718 5 12 Renesas Electronics 4,624 2,687 5 13 STMicroelectronics 2,751 862 4 14 ARM 2,211 2,234 4

15 Rohm Semiconductor 2,224 298 3 7. TWITTER 16 Infineon Technologies 1,003 546 4 Another surprise was Twitter, 17 MediaTek 882 423 3 with just 8% of the total follower . 18 SK Hynix - - - It did however top the table 19 Nichia - - - in terms of best practice, with the majority of companies integrating additional social channels, and responding to direct messages from followers. • 267,733 people follow semiconductor companies. • All bar two companies had a Twitter account, with many having more than one, to serve different regions and applications. • 45,842 tweets sent out by semiconductor companies

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8. YOU TUBE Rank Company Views Subscribers Good # name practice A very high number of videos 1 Qualcomm 13,253,062 11,228 5 are being watched showing that semiconductor companies should 2 ARM 8,621,814 6,520 2 not ignore video as it is a key medium in communicating with 3 Fujitsu 2,895,580 944 5 their audience. 4 Texas Instruments 2,054,498 3,942 5 The top companies create video 5 AMD 1,804,764 20,393 5 playlists to organise videos into key topics, allowing visitors to 6 Atmel 1,223,638 3,271 5 browse the collection, almost like a blog categorisation system. 7 Infineon Technologies 1,174,178 2,520 5 All companies permitted viewers 8 Micron Technology 881,280 699 4 to comment on videos, but these were rarely (if ever) responded 9 Analog Devices 547,254 2,369 5 to. 10 Freescale Semiconductor 477,246 3,092 5 • 32,480,568 videos watched 11 NXP 452,049 1,373 5 • 62,321 subscribers to semiconductor channels 12 Xilinx 379,403 2,688 5 13 Broadcom 259,253 617 4 14 Renesas Electronics 200,935 676 4 15 STMicroelectronics 182,631 981 4 16 MediaTek 124,754 1,002 4 17 SK Hynix 2,565 3 1 18 Rohm Semiconductor 162 3 1 Table 6: Ranking of semiconductor companies for use of YouTube 19 Nichia - - -

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9. BEST PRACTICE Table 7: Rank Company Average Ranking of semiconductor # name Texas Instruments were the clear companies by winners with regard to best average of best 1 Texas Instruments 5 practice, with their use of social practice scores across six key 2 AMD 4.5 channels scoring top marks social media throughout. All social channels activities 3 Atmel 4.5 are integrated, and the company responds directly to followers 4 Qualcomm 4.33 that engage directly with them. 5 Fujitsu 4.33

6 Xilinx 4.17 Rank Company Average 7 ARM 4 # name 8 Broadcom 3.83 1 Qualcomm 2.33 9 Freescale Semiconductor 3.83 2 Texas Instruments 2.83 10 NXP 3.66 3 AMD 3.67 11 Analog Devices 3.66 4 Fujitsu 4.17 12 Infineon Technologies 3.5 5 Atmel 7.33 13 STMicroelectronics 3 6 ARM 7.50 14 Micron Technology 3 7 Freescale Semiconductor 7.50 15 Renesas Electronics 2.83 8 Broadcom 8.00 16 MediaTek 1.66 9 NXP 9.50 17 Rohm Semiconductor 1.33 10 Xilinx 10.50 18 SK Hynix 1.17 11 Analog Devices 10.83 19 Nichia 0.17 12 STMicroelectronics 11.17

13 Micron Technology 11.67 10. SOCIAL MEDIA INDEX 14 Infineon Technologies 12.50 The semiconductor industry 15 Renesas Electronics 14.17 social media index uses a combination of both qualitative 16 SK Hynix 14.83 Table 8: The data for utilising best practice Socal Media 17 MediaTek 16.17 Index of techniques, and quantitative data semiconductor based on the audience reach 18 Rohm Semiconductor 16.33 companies by (e.g. number of followers) average of and channel activity (e.g. number 19 Nichia 19.00 position rank in each channel of blog posts).

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Channel Quantative measure Good practice weighting Blogs Number of posts in the last 1. Users can comment six months 2. Company replies to comments 3. Blog is promoted well within the web estate 4. Blog is integrated with other social media activity 5. Blogging widely supported, with range or seniority of bloggers

Facebook Number of fans 1. Company replies to wall posts 2. Company uses apps 3. Company has personalised its URL 4. Channel is integrated with other social media activity 5. Channel is linked to the corporate web site

Google+ Number of followers 1. Company is posting messages 2. Company is replying to messages 3. General profile completed 4. Channel is integrated with other social media activity 5. Channel is linked to the corporate web site

LinkedIn Number of followers 1. Company profile completed 2. Company is posting messages 3. Channel has employee testimonials 4. Channel is integrated with other social media activity 5. Channel is linked to the corporate web site

Twitter Number of followers 1. Company profile completed Number of tweets 2. Company is posting messages 3. Channel has employee testimonials 4. Channel is integrated with other social media activity 5. Channel is linked to the corporate website

YouTube Number of video views 1. Comments are enabled 2. Company uses playlists 3. Channel is customised 4. Channel is integrated with other social media activity 5. Channel is linked to the corporate website

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APPENDIX - METHODOLOGY the quality of how they use social c. Companies with zero scores media channels. were treated as joint last place. • For each channel we recorded c. For each of the five good quantitative measures of activity, practice criteria a company can 3. Take the Average Ranking for example Twitter followers and score an extra 20% above their across all four channels tweets quantitative score. a. Average Ranking = (Blog • Companies were also awarded d. In the few cases where ranking + Facebook ranking + points for demonstrating good companies had zero for the Good Google+ ranking + LinkedIn practice in how they used each practice weighting they were ranking + Twitter ranking + channel. These good practice not penalised – their Channel YouTube ranking) / 6 criteria are simple steps that Score was based solely on the companies can and should take Quantitative Measure. in order to engage successfully in 4. Rank each company from each channel e. Companies that did not use a 1 downwards by its Average particular channel were scored Ranking across all four channels How we calculated the rankings at zero. to provide the overall index 1. Calculate the individual a. The lowest Average Ranking company score for each of the six 2. Rank each company from 1 score was ranked number 1 and channels downwards by its individual so on until all companies were a. Channel Score = Quantitative Channel Score for each channel ranked. Measure X Good Practice a. The highest score was ranked b. Companies with equal scores Weighting number 1 and so on until all were treated as joint ranked. b. Good practice weighting is companies were ranked. an opportunity for companies to b. Companies with equal scores

improve their overall score by were treated as joint rankings.

How does your company rank in social media?

To find out, contact me.

Jon Barrett, Digital Marketing Specialist

Email: [email protected] Tel: +44 (0) 1225 470000

www.publitek.com 10 INFLUENTIAL TWEETS – How B2B electronics media in North America are using Twitter

About Publitek

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