FRIENDING IN HIGH PLACES

World and Business Leaders on Facebook & Instagram

Presentation For: Facebook Leadership Communications SummitDon Baer, Worldwide Chair and CEO, Burson-MarstellerMatthias Lüfkens, Managing Director, Digital, Burson-Marsteller

• World Leaders on Social Media –6th Year

• World Leaders on Facebook –2nd Year

• Public and Private Sectors –Important to Learn From One Another

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BACKGROUND

REPORT REPORT

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WORLD LEADERS BUSINESS LEADERS

167 PUBLIC PAGES OF BUSINESS LEADERS identified by Facebook, including CEOs, Presidents, Founders and Owners of companies*Did not include non-profit leaders, motivational speakers, media figures

224 PUBLIC INSTAGRAM PROFILES OF BUSINESS LEADERSidentified by Facebook (with same qualifications as those above)

590 PUBLIC PAGES OF WORLD LEADERS on Facebook, including all current heads of state and government and foreign ministers*Did not include personal Facebook profiles

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DEFINITIONOF TERMS

FOLLOWERSNumber of connections (page likes)

INTERACTIONSReactions (including Likes on posts) + Comments + Shares

EFFECTIVENESSRatio of Interactions to Posts divided by the average Followers in 2016; shows efficiency of overall social media strategy

POSTSContent published by World or Business leader

SHARE KEY OBJECTIVES

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WORLDLEADERS

BUSINESSLEADERS

LEAD IN TOTAL FOLLOWERS AND INTERACTIONS

HAVE HIGHER OVERALL EFFECTIVENESS

AVERAGE FOLLOWERS AVERAGE INTERACTIONS AVERAGE EFFECTIVENESS

BUSINESS LEADERS 349,806

WORLD LEADERS 528,419

WORLD LEADERS 1,789,264

BUSINESS LEADERS974,537

WORLD LEADERS

0.72%

BUSINESS LEADERS

2.2%

VotesVoters

BaseApproval

SalesConsumersBrand Loyalists & EmployeesBrand Following

&

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VS

WORLD LEADER

BARACK OBAMA

52 MILLION

BUSINESS LEADER

BILL GATES

19 MILLION

2016 MOST FOLLOWED LEADERS WITH PUBLIC PAGES

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THE MOST FOLLOWED LEADERS ALSO HAVE SOME OF THE LOWEST EFFECTIVENESS SCORES:

GATES 0.16%Business Leader Average 2.2%

BILL

OBAMA 0.15%World Leader Average 0.72%

BARACK

2016 MOST FOLLOWED LEADERS WITH PUBLIC PAGES

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THEIR LARGE AUDIENCES ENSURE THEY STILL REACH A LARGE POPULATION

GATES8,178,088 total interactions or nearly10X THE AVERAGE

Business Leader Average 974,537

BILL

OBAMA30,387,990 total interactions or nearly17X THE AVERAGE

World Leader Average 1,789,264

BARACK

2016 MOST FOLLOWED LEADERS WITH PUBLIC PROFILES

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WORLD LEADERSON FACEBOOK

• U.S. President Barack Obama remains on top

• Indian Prime Minister Narendra Modi – a close second

• Queen Rania (Jordan) – more followers (10.6M) than her country’s population (6.5M)

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2016 - OBAMA LEADS IN FOLLOWERS

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• Prime Minister Modi – almost triple the interactions of Cambodian Prime Minister Hun Sen (second on list)

• Modi’s interactions have declined compared to:

• 2015 (225M interactions)

• 2014 (215M interactions)

YET, MODI HAD MORE INTERACTIONS

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• Few posts (44) plus high interactions drove President of Albania BujarNishani’s effectiveness

• Top performing posts included photos with: His family on his 50th

birthday (26,038 interactions), U.S. Secretary of State John Kerry (20,896 interactions)

NISHANI IS MORE EFFECTIVE THAN EITHER

• Modi takes over as most-followed world leader

• Trump brings a significant following –instantly second most-followed

• If his interactions continue, he will outstrip Modi (2016 –Trump 290,454,329 interactions v. Modi 168,262,252 interactions)

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ONCE TRUMP ENTERS OFFICE

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BUSINESS LEADERSON FACEBOOK & INSTAGRAM

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ZUCKERBERG: THE MOST FOLLOWED BUSINESS LEADER

• Gates is the most followed Business Leader with a public page

Note: Mark Zuckerberg and Sheryl Sandberg have personal profiles

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GATES: GENERATES THE MOST INTERACTION

HEDBERG IS MOST EFFECTIVE

• Small but loyal following

• Small circles are highly interactive; can drive engagement/influence (and therefore effectiveness)

• Promoted posts can increase interaction (and therefore effectiveness)

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• Most followed Business Leaders tend to have wider public profiles as well as being executives

INSTAGRAM:A GROWING CHANNEL FOR INFLUENCE

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• Analysis of 2016 growth rates shows increasing use by more traditional CEOs and executives

INSTAGRAM:A GROWING CHANNEL FOR INFLUENCE

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PERSONAS ON FACEBOOK & INSTAGRAM

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THE FAMILY GUY/GAL

Balancing family with work, making meaningful connections

• Shares interesting, humorous, poignant slices of life

• Aims for genuine online self-portrait

• Sees business/social issues through the prism of future generations

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MOTIVATION

• Posts about family/personal matters gain

the most likes

• Relatability, especially among young

professionals, humanizes leadership

• Opens door to engage on many topics

• Most popular posts relate to family

RECOMMENDATION

• Be genuine – if leader owns his/her own

posting it provides a behind-the-scenes

look

THE FAMILY GUY/GAL

RACHEL ZOE

CEO, Rachel Zoe Inc.

JUSTIN TRUDEAU

Prime Minister of Canada

Balancing family with work, making meaningful connections

• Shares interesting, humorous, poignant slices of life

• Aims for genuine online self-portrait

• Sees business/social issues through the prism of future generations

World Leader:

@BarackObama family

picture wishing fans a

Happy Easter.

2 MILLION

INTERACTIONS

Business Leader:

@BillGates Birthday

wish to Melinda Gates

462,370

INTERACTIONS

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THE CARRIE BRADSHAWPosting–and relating–in their own words

• Relishes self-expression, individuality

• Believes in direct lines of communications

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MOTIVATION

• Attracts followers due to proven

(and perceived) authenticity

• When documenting

corporate/campaign

developments, creates

excitement for outcome,

understanding about failures

RECOMMENDATION

• While unscripted and personal, be

careful not to overdo it

THE CARRIE BRADSHAW

DAYMOND JOHN

Founder & CEO, FUBU

LARS LOKKE

Prime Minister, Denmark

Posting–and relating–in their own words

• Relishes self-expression, individuality

• Believes in direct lines of communications

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THE ASHTON KUTCHERCapturing life as it happens

• Early adopter—and enthusiastic user—of online video and live posting

• Uses multimedia to add vibrancy to posts

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MOTIVATION

• Averages more likes/shares than

posts without video/ photos

• Visual posts can cut across

language barriers, resonate with a

larger audience

RECOMMENDATION

• Shoot videos on mobile –

Guerrilla ethos is appealing

• Keep videos to no longer than you

need for the message you are

sharing

• Change it up – there is value in all

content

THE ASHTON KUTCHER

TONY FERNANDES

Founder, AirAsia & Tune Hotels

JUAN ORLANDO HERNANDEZ

President, HondurasCapturing life as it happens

• Early adopter—and enthusiastic user—of online video and live posting

• Uses multimedia to add vibrancy to posts

For World Leaders: Native

videos receive 4,847

AVERAGE interactions per

post

52,827 AVERAGE views

For Business Leaders: Native

videos receive 1,377 AVERAGE

interactions per post,

42,001 AVERAGE views

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THE HANNAH HORVATHHonest to a fault

• Casual approach to social media, speaks mind

• May seek reputation as a renegade

• Can be off-putting to some, but endearing to others

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MOTIVATION

• Interesting – even controversial

– posts can spur higher

engagement, lively dialogues

RECOMMENDATION

• Expectation of greater access by audience – cannot start a debate and then leave

THE HANNAH HORVATH

RICHARD BRANSON

Founder, Virgin Group

ANDERS SAMUELSEN

Foreign Minister, Denmark

Honest to a fault

• Casual approach to social media, speaks mind

• May seek reputation as a renegade

• Can be off-putting to some, but endearing to others

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THE KRAMER

The person no one can ignore

• Stokes passions/beliefs of followers (voters, loyal consumers)

• Proficient at trolling opponents online

• Unafraid to take unpopular—even outlandish—positions to elicit reaction

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MOTIVATION

• Creates engagement through lively debates

• Near devotion from base• Attention can spill-over to elicit

engagement from opponents

RECOMMENDATION

• Know your limits

THE KRAMER

JOHN LEGERE

CEO, T-Mobile

DONALD TRUMP

President, United States

The person no one can ignore

• Stokes passions/beliefs of followers (voters, loyal consumers)

• Proficient at trolling opponents online

• Unafraid to take unpopular—even outlandish—positions to elicit reaction

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RECOMMENDATIONS

Be yourself

Show-Don’t tell

Mix it up Respond

Keep at it