Shred-it Social Media ReportShred-it Social Media Report

Monthly HighlightsMonthly HighlightsNOVEMBER 2011NOVEMBER 2011

Shred-it and GolinHarris•Overview

Social Media Highlights•Blogs and online news •Long term competitive analysis•Fan engagement analysis•Follower engagement analysis•E-blast results•Bit.ly link analysis

Next Steps•Benchmarking•Socializing docs•Following thought leaders•LinkedIn Custom Group•Twitter Promoted Products

In This Report

SHRED-IT - BIT.LY LINK ANALYSIS               

Date Posted Post Category Link Description U.S. Clicks CDN Clicks U.K. Clicks Other Clicks Total Clicks

7-Nov

Brand Who's Looking at Your Confidential Business Information infographic on Visual.ly

33 8 0 2 43

30-NovSecurity KJRH article discussing the ten things you should

always shred15 9 3 5 32

29-NovBrand Shred-it YouTube video about in-house vs.

outsourced shredding12 7 1 5 25

14-Nov Brand Shredit.com services page 15 4 2   21

15-NovSecurity KPSP Local News article/vide - "Shredding to

Protect Your ID"10 4 1 1 16

22-Nov

SecurityArticle by Credit Unions Online - "Protecting Your Identity During the Holiday Season"

7 6 1 2 16

Shred-it and GolinHarris

Manage the digital/social media presence for Shred-it

Issues monitoring/hijacking news stories on document breaches and privacy issues.

Development of Shred-it’s content management system.

General media relations

Security Tracker – global study on awareness, attitudes and habitats on information security,

breaches and fraud.

Corporate Social Responsibility “Policy Statements”

Speaking opportunities

Highlights: Social Media Activity(Shred-it and Competitors)

Long Term Trends Forecast: Blogs, News & Forums

Insights:•Both Shred-it and Cintas mentions peaked in October due to a media relations push, subsequently dropping in November.

•In November, Cintas received coverage about their shredding event during Protect Your Identity Week held in October during which they shredded 623 tons of paper.

•Iron Mountain’s coverage spiked in November due to mentions of the former CEO’s move to a new company, as well as reposts of their UK information management release.

•Recall coverage also increased in November due to media relations surrounding the receipt of the 100 millionth carton.

Blogs, News, Forums MAR APR MAY JUN JUL AUG SEP OCT NOV Year to Date Cintas 63 30 10 6 10 22 48 209 74 472 Iron Mountain 4 102 10 1 8 22 8 52 75 282 Recall 86 0 6 13 2 3 1 24 28 153 Shred-it 144 19 15 126 44 25 86 194 40 693

Social Media Activity: Blogs, News & Forums

OCT2011

NOV2011

Growth (%)

Blog Posts 9 7 -22.3

News Articles 182 31 -149.3

Forum Posts 3 1 0

•Online News:•The majority of mentions continues to discuss Community Shred-it Events•Two mentions of Shred-it’s sponsorship of a Connecticut after-school arts program event•One mention of the medical security roundtable in Canadian Security Mag•One mention of the security tracker in The Bottom Line

•Blogs:•Five Community Shred-it Event mentions •Two mentions of Shred-it’s infographic, shared by Sigma

•Forums:•Shred-it was mentioned in one forum post about shredding services in New York.

Social Media Review: Competitor Analysis

RECALLCINTAS IRON MOUNTAIN SHRED-ITOCT.2011

NOV. 2011

Growth(%)

OCT.2011

NOV. 2011

Growth(%)

OCT. 2011

NOV. 2011

Growth(%)

OCT. 2011

NOV. 2011

Growth(%)

Blog Posts 3 4 33.4 3 1 -66.7 1 0 -100 9 7 -22.3

News Articles 206 70 -66 49 74 51 24 28 16.7 182 31 -149.3

Twitter Followers 1,513 1,560 3.1 2,089 2,199 5.3 N/A 43 N/A 802 832 3.6

Forum Posts 0 0 0 0 0 0 0 0 0 3 1 -66.7

Total FB Fanpage Fans 4,466 4,631 3.7 1,611 1,693 5.1 116 115 -.9 2,468 2,662 7.8

FB Fanpage Posts/ Comments (Fans)

52 29 -44.2 10 4 -60 0 0 0 36 26 -27.8

LinkedIn Group Members N/A N/A N/A N/A N/A N/A N/A N/A N/A 242 286 18.2

LinkedIn Member Likes N/A N/A N/A N/A N/A N/A N/A N/A N/A 6 2 66.7

LinkedIn Member Comments N/A N/A N/A N/A N/A N/A N/A N/A N/A 2 0 -100

Social Media Trends: Twitter

Insights:•Iron Mountain continues to lead on Twitter, tweeting more frequently and demonstrating the most growth.

•Shred-it experienced higher than average growth in November, possibly due to e-blasts sent in late December.

•Recall is now on Twitter, gaining 43 since joining (see next slide for details).

Twitter JUN JUL AUG SEP OCT NOV

Cintas 1,335 1,370 1,401 1,454 1,513 1,560

Iron Mountain 1,781 1,829 1,912 1,993 2,089 2,199

Recall 0 0 0 0 0 43

Shred-it 766 769 779 805 802 832

Spotlight: Recall on TwitterOverview:•Since joining Twitter, Recall has gained 43 followers.•Recall tweets infrequently and does not have a thought leadership platform. Tweets are primarily about company news.•It is unlikely that Recall will achieve rapid growth on this platform.

Social Media Trends: Facebook

Insight:•While all brands experienced a drop in the rate of growth in November, Shred-it’s page continues to grow at the fastest rate.

•Overall, Shred-it did not see a significant lift in growth from the e-blast. This demonstrates that incentives are needed to drive engagement among existing fans.

Facebook Fans MAY JUN JUL AUG SEP OCT NOV Average Growth

Cintas 3,652 3,924 3,979 4,134 4,304 4,466 4,631 3.83

Iron Mountain 1,240 1,277 1,327 1,406 1,470 1,611 1,693 5.21

Recall 103 109 111 111 114 116 115 1.66

Shred-it 1,232 1,467 1,684 1,921 2,241 2,468 2,662 16.58

Social Media Trends: FacebookInsight:•While both Iron Mountain and Recall’s engagement remain flat, Shred-it’s and Cintas are continuously on par.

•Overall, Shred-it is leading conversation around document destruction on this platform.

•All brands, except for Recall, experienced a drop in conversation in November.

•Per user, Shred-it continues to lead interactions over all competitors.

Facebook Posts/Comments MAR APR MAY JUN JUL AUG SEP OCT NOV Interactions Per User (NOV.)

Cintas 65 119 30 48 24 26 58 52 29 0.006 Iron Mountain 1 9 3 12 3 3 7 10 4 0.002 Recall 2 0 0 0 0 0 0 0 0 0 Shred-it 45 40 71 29 15 29 50 36 26 0.01

Audience:

Social Media Activity: Facebook

Overview:•Shred-it’s Facebook dropped to 70 per cent female, a one per cent drop from October.•Canadian fans grew by 10.7 per cent following an 8.9 per cent increase in November.•Minneapolis maintained the largest group of fans in November, however Seattle overtook Charlotte and Chicago.

People Talking About This: •Definition: The number of unique people who have created their own post with Shred-it’s content as the subject. This includes anyone who “likes” the page, shares, “likes”, or comments on a post, posts on the wall, mentions the page or responds to an event.

•In November, there was an average of 80.6 users talking about Shred-it’s page or post each day.

New Facebook Insights: Talking About This

6 users are talking about this

4 users are talking about this

4 users are talking about this

Social Media Activity: Facebook

Insight:•Responses to Facebook polls continue to rise.•Proactive fan posts decreased in November, however there were also fewer posts requesting dates for upcoming Community Shred-it Events. (See post highlights on following slide.)

Facebook: Conversation HighlightsOverview:•While proactive fan posts decreased this month, there were fewer requests for Community Shred-it Events and more posts related to Shred-it’s services.•As Shred-it’s page continues to grow quickly, we anticipate this trend to continue likewise.

Spotlight: Iron Mountain on Facebook

Opportunity:•There is an opportunity to gain insight into Shred-it’s Facebook fan base and identify why they liked the page using Facebook polls.•Polls can also provide an opportunity to gauge fans’ opinion of Shred-it’s creative assets, such as videos and infographics.

Social Media Activity: Twitter

Overview•@mentions consisted of questions about Shred-it’s environmental benefits, followers sharing our content, and comments about Shred-it’s service.•Retweets continue to be thought leadership posts.

•Shred-it’s thought leadership tweet which provided a tip about conducting surprise security audits to prevent fraud was favourited in November.

25Klout

Twitter: Engagement Highlights

829Tweets

66Following

37Followers

1,258Tweets

573Following

495Followers

Recommendation:Development of a source such as a blog post discussing Shred-it’s efforts to reduce disruption.

Overview:•With 242 members, Shred-it’s LinkedIn group grew by 8.5 per cent from September.•In November, Shred-it received two likes and no comments on its posts.

Opportunity:•There is an opportunity to continue to evolve LinkedIn as a thought leadership platform.

Social Media Activity: LinkedIn

GROUP MEMBERS

HIPAA 411 1,905

National Information Security Group 3,421

The Data Breach Prevention Network 762

E-Blasts to Existing Subscribers

E-Blast ResultsOverview:•Between Wednesday, November 2nd and Tuesday, November 8th, Shred-it gained:

•11 Twitter Followers•84 Facebook Fans•15 LinkedIn Group Members

•From clients and prospects, Shred-it’s e-blast received

•12,566 opens•490 unique clicks •19 unique website visits

Bit.ly Link Analytics

Bit.ly Link Analytics

Overview:•The majority of clicks are coming from the U.S. followed by Canada.•Engaging content, such as Shred-it’s infographic, videos and third-party articles, were the most-clicked on.•Links with the most clicks were posted between Wednesday and Friday.•We will continue to analyze links moving forward to determine best practices for posting links.

SHRED-IT - BIT.LY LINK ANALYSIS                   

Date Posted Post Category Asset Link Description U.S.

ClicksCDN

ClicksU.K.

ClicksOther Clicks

Total Clicks Bit.ly Info Page

7-NovInfographic Shred-it

Who's Looking at Your Confidential Business Information infographic on Visual.ly

33 8 0 2 43http://bitly.com/oS7wZm+

30-NovArticle Third-party KJRH article discussing the ten things

you should always shred15 9 3 5 32

https://bitly.com/szYjv4+

29-NovVideo Shred-it Shred-it YouTube video about in-

house vs. outsourced shredding12 7 1 5 25

https://bitly.com/txXKBE+14-Nov Webpage Shred-it Shredit.com services page 15 4 2   21 http://bitly.com/iCK25C+

15-NovArticle/Video Third-party KPSP Local News article/vide -

"Shredding to Protect Your ID"10 4 1 1 16

http://bitly.com/va4EbY+

22-NovArticle Third-party

Article by Credit Unions Online - "Protecting Your Identity During the Holiday Season"

7 6 1 2 16http://bitly.com/sLFYPG+

28-Nov Podcast Shred-it Shred-it podcast with Vince de Palma 0 7 1 6 14 https://bitly.com/roYTLs+

Fraud Prevention vs. Identity Theft

Top Influencers:

Below is a snapshot of the top Twitter users who have discussed “fraud prevention” in November. These influencers have been added to GolinHarris’ ongoing influencer list for future outreach and targeting.

HANDLE FOLLOWERS AUTH.

@MicroBilt 7,091 7

@torrez 4,875 7

@ProvBusNews 2,929 7

@Celent_Research 2,590 6

@DummiesIDtheft 4,090 6

Mos

t Infl

uenti

al Influencers: “Fraud Prevention”

We Recommend: •Following all of these influencers to expose them to conversations about fraud prevention.

Top Influencers:

Below is a snapshot of the top Twitter users who have discussed to “identity theft” in November. These influencers have been added to GolinHarris’ ongoing influencer list for future outreach and targeting.

HANDLE FOLLOWERS AUTH.

@FoxHeadlines 24,298 9

@iamsirjc 49,234 9

@jaycbee 104,453 9

@TxDPS 9,064 8

@brianhurley 36,536 8

Mos

t Infl

uenti

alInfluencers: “Identity Theft”

We Recommend: •Following all of these influencers to expose them to conversations about identity theft.

Next Steps – December 2011

Next Steps: December 2011Metrics:•Bit.ly link analytics and new Facebook insights will be included in monthly reporting moving forward.

Leveraging Existing Fans:•New infographics and podcasts being added to the editorial calendar•Photos being added to social media posts •Utilizing sales team, CSR’s and PR activities to promote social assets •Integrate social into branding on Shred-it trucks, marketing materials and business cards•Consider offering an incentive to join social sites•Socializing customer information update page

New Opportunities:•LinkedIn investment and thought leadership platform (TBD with content calendar)•Twitter promoted products•Overall content calendar•Shred-it mobile site beta (2012)

Socializing Documents:•Slideshare and Scribd accounts have been created and are ready to begin document uploading once select documents have been received.

Thank you