SECRETARIA DE TRABAJO Resolución Nº 890/2011

MINISTERIO DE TRABAJO, EMPLEO Y SEGURIDAD SOCIAL

SECRETARIA DE TRABAJO Resolución Nº 890/2011

and retail that were early adopters of social media, facilities management has been slow to exploit these new communication opportunities.

across all platforms.

The most striking observation uncovered by Magenta’s research is the lack of commitment and resources allocated to social media, with many organisations dipping a toe into the water and then sporadically updating after the honeymoon period is over.

This research has uncovered some key areas where many organisations fell well below the recommended best practice. Here are some key recommendations for the top facilities management companies and others within the sector.

1

Before setting up social

2 3

media channels, write a social media strategy, outlining what you are looking to achieve through social media, how it will be managed, including a budget and resources, and how performance will be measured. Do not set up a channel on a whim. And do not set up a social media channel just because it’s there. It has to be right for your business

List your social media channels prominently on your website, corporate literature (including business cards) and press releases to ensure your audience knows where to find you

If your organisation uses multiple channels, for different parts of the business, ensure they are well signposted. Ensure there is some form of centralised control over official company accounts so they look and feel part of a family, and are managed in a similar way

4

Encourage your

5 6

senior team to tweet regularly under their own accounts. People buy from people, not companies, and people also have more interesting things to say than companies. Offer plenty of freedom while ensuring people stick to a social media policy

Once a channel has been set up ensure it is well-managed with regular news, comments and conversations. If this no longer becomes possible because of a change in strategy or direction, either close down the account, or at the very least ensure it is monitored so any queries can be responded to

Don’t use social media only to talk about your business. Adhere to the one in 15 marketing posts theory and aim to become a trusted source of information about facilities management, sharing material from a range of sources, offering advice, asking questions and generally being a great conversationalist

7

Whenever possible use

8 9

open-ended questions and try to promote interaction with social media posts.

Listen as much as you talk. Ensure your followers to followed ratio is broadly 1.1 Engage with journalists and industry leaders. Search for keywords such as #facilitiesmanagement and join in, and start, debates

Tweet and post pictures and video links at least as much as you tweet statuses, if not more

10

Tweet more in the

11 12

afternoon, when retweeting activity is higher, and later in the week and don’t forget the weekends for Facebook

Measure what you do, and find out what generates the most engagement. And do more of that

Take time to

personalise your social media channels and make them look part of your brand

Appendix

Company Facebook Twitter LinkedIn YouTube Flickr Others Changes from 2012

Serco

Y Y Y Y Y

Carillion Support Services

Y Y Y Y Y

Vimeo Flickr, YouTube & Vimeo added

Mitie Group

Y Y Y Y Y

Digg account removed

Compass UK & Ireland

Y Y Y Y N

Sodexo UK & Ireland

Y Y Y Y Y

Interserve Support Services

Y Y Y Y N

ISS Facility Services

Y Y Y Y N

Johnson Controls

Y Y Y Y Y

Rentokil Initial

Y Y Y Y Y

blog

OCS Group

Y Y Y Y N

Balfour Beatty Workplace

Y Y Y Y Y

Kier Services

N Y Y Y N

PHS Group

Y Y Y Y N

Norland Managed Services

N Y Y N N

Aramark

Y Y Y Y Y

Emcor UK

Y N Y Y N

City FM

N N

GSH Group

Y N Y N N

G4S Integrated Services

Y Y Y Y Y

Vinci Facilities

N N Y N Y

Integral UK

N Y Y Y Y

Servest Group

Y Y Y N Y

Flickr added

Norse Group

N N N N N

A

Social media channel overview

for the facilities management industry.

Company Facebook Twitter LinkedIn YouTube Flickr Others Changes from 2012

Amey Built Environment

N Y Y Y N

Elior UK

N Y Y N N

Resource Support Services

N N Y N N

Europa Support Services

N Y Y N N

Inviron

N N N N N

Bouygues Energy & Services

Y Y Y Y N

Formerly EDTE

Jones Lang LaSalle

Y Y Y Y Y

Emprise

N Y Y Y Y

LinkedIn added

John Laing Integrated Services

N N Y N N

Turner Facilities Management

N N Y N N

Macro

N Y Y N N

SGP Property Facilities Management

N Y Y N N

Incentive FM

Y Y Y N N

Arcus Solutions

N N N N N

GBM Support Services

Y N N N N

Hochtief Facility Management UK

N Y Y N N

BAM FM

Y Y Y Y N

g+, Pinterest Pinterest added

Robertson FM

N N Y N N

Bilfinger HSG

Y Y N N Y

Derwent FM

N Y N N N

Anabas

N Y Y N Y

Flickr added

“LinkedIn, Twitter and Facebook are the

three most used social media channels

with 84 per cent of the top FM providers

having a LinkedIn page and 73 per cent

an official Twitter account.”

Appendix

b

Company No. of likes

2012 No. of likes

2013 No. talking about it 2012

No. talking about it 2013

Commentary Facebook address

Serco 866 10,982 184 1,441 Active page with regular posts,

5-10 posts per day. facebook.com/sercoindiabpo

Carillion Support Services 46 425 75 The two pages set up in 2012 have

been removed and replaced with a new one.

https://www.facebook.com/

CarillionUpdates

Mitie Group 2,111 2,660 255 51 Active Facebook page with regular

posts. facebook.com/mitiepeople

Compass UK & Ireland * 78 542 38 25 Regular posts and good interaction

from the site admin to any posts made by the public.

facebook.com/

CompassGroupUKI?ref=ts

Sodexo UK & Ireland * 85 2,110 16 125 Sodexo has a lot of different

country specific pages. The previous UK careers referenced in the 2012 research has been replaced with a new UK page, which receives regular posts and replies by the page admin and staff members.

https://www.facebook.com/

SodexoUKIreland

Interserve Support Services 45 138 2 7 The previously inactive page is now

being used, with a handful of posts per month.

facebook.com/pages/

Interserve/175862249125126

ISS Facility Services 6,299 23,283 129 638 Active facebook page with regular

posts, but ISS is no longer replying to users comments, a change from last year! A new UK page opened in May with 183 likes at the time of compiling this report.

facebook.com/issworld

Johnson Controls 1,851 2,232 42 180 Regular posts but limited

interaction based on the audience size, this also appears to be a US page for a specific project/

department.

facebook.com/demodrive Facebook analysis for official

company pages, looking at the content, interaction and number of likes.

Company No. of likes

2012 No. of likes

2013 No. talking about it 2012

No. talking about it 2013

Commentary Facebook address

Rentokil Initial 1,165 1,730 26 20 Active Facebook page, but no

regular wall posts since August.

Rentokil replies to comments from Facebook users on its page, so clearly monitor it frequently.

facebook.com/rentokilpestcontrol

OCS Group 369 612 8 5 Active Facebook page, but with

infrequent posts. Limited user following.

facebook.com/OCSUK?ref=ts

Balfour Beatty Workplace 905 2198 48 86 Active Facebook page with 1-2

posts per week. facebook.com/balfourbeatty

Kier Services N/A N/A

PHS Group 1 1 Facebook page set up, but it does

not appear to be active. Possibly not an official page.

facebook.com/pages/PHS-Group-Plc/446809458687179

Norland Managed Services N/A N/A

Aramark 22,528 438 Regular posts, almost daily, but

doesn’t appear to be monitored. https://www.facebook.com/

Aramark

Emcor UK 694 915 55 34 5-6 posts per month, but with little

interaction. facebook.com/emcorgroupinc

City FM N/A N/A

GSH Group 8 8 Limited information/activity.

Possibly not an official page. facebook.com/pages/GSH-Group-Inc/202548078744

G4S Integrated Services 36,142 75,091 2,699 1,067 Active Facebook page with regular

posts. facebook.com/G4S

Vinci Facilities 29 Previous page removed, no official

page.

Integral UK N/A N/A

Appendix

b

Company No. of likes

2012 No. of likes

2013 No. talking about it 2012

No. talking about it 2013

Commentary Facebook address

Servest Group 1,236 1,633 29 32 Active Facebook page with regular

posts, but clearly unmonitored, rude and damaging comments remain up and not responded to.

facebook.com/TheServestGroup

Norse Group A page was set up in February

as a personal page rather than a company page, this has been excluded from the report as it contravenes Facebook regulations.

Amey Built Environment N/A N/A

Elior UK 4 Dormant page, no activity since

January 2012. http://www.facebook.com/pages/

Elior/437649052946502

Resource Support Services N/A N/A

Europa Support Services N/A N/A

Inviron N/A N/A

Bouygues Energy & Services 321 20 Joined in January, but page only

receives one post per month. N/A

Jones Lang LaSalle 1,126 2,588 91 85 Active Facebook page with regular

posts, but limited interaction. facebook.com/joneslanglasalle

Emprise N/A N/A

John Laing Integrated Services N/A N/A

Turner Facilities Management N/A N/A

Macro Previous facebook page has been

removed. N/A

SGP Property Facilities Management N/A N/A

Incentive FM 41 59 22 10 Active Facebook page with regular

posts.

Facebook.com/pages/Incentive-FM-Group/412429102110647

Company No. of likes

2012 No. of likes

2013 No. talking about it 2012

No. talking about it 2013

Commentary Facebook address

Arcus Solutions N/A N/A

GBM Support Services 15 0 Dormant page, there has been no

activity since January 2012. https://www.Facebook.com/

pages/GBM-Support-Services-Group/314210725286123?fref=ts

Hochtief Facility Management UK N/A N/A

BAM FM 244 677 17 21 Active and aesthetically striking

Facebook page with regular posts, but very little interaction and no responses to post made by the public. BAM has linked their twitter and Facebook account and actively publish across both platforms.

https://www.Facebook.com/

BAMConstructUK

Robertson FM N/A N/A N/A

Bilfinger HSG 53 15 Active page with monthly updates

in German. https://www.Facebook.com/pages/

Bilfinger-HSG-FM-Rhein-Ruhr-GmbH/273549779375326?fref=ts

Derwent FM N/A N/A

Anabas N/A N/A

*best examples of Facebook use

Appendix

c

Company Main Twitter

account No. of

Commentary Other Twitter accounts

Serco @Serco_Inc 704 1,320 39 46 82 94 Infrequent use, nothing

since July. @SercoW2W gets regular updates.

@SercoW2W and @ SercoConsulting Carillion

Support Services

@Carillionplc 1,339 7,177 108 1,040 83 1,342 There are multiple Twitter

accounts for various sectors of Carillion.

The main account @ Carillionplc posts several times a day.

Mitie Group* @wearemitie 5,513 10,012 2,491 5,467 745 1,366 @MITIE_Group_PLC

that was used in the last report has been replaced by

@wearemitie.

Compass UK &

Ireland @compassgroupuk 1,508 4,415 385 3,243 1,002 2,486 There are multiple

Twitter accounts, the main account

@compassgroupuk is well established with a large following. The Compass jobs account hasn't tweeted since September 2012.

@CompassJobsUK

Sodexo UK &

Ireland @SodexoUK_IRE 1,291 2,736 279 417 744 1,629 Multiple Twitter

accounts, with a lot of staff also tweeting on behalf of the company.

The @SodexoUKNews account used for the 2012 report has now been replaced with

@SodexoUK_IRE.

@SodexoCareers

@SodexoAnthony

@SodexoColleen

@SodexoTrisha

@SodexoPrestige

@SodexoUKJobs

@SodexoJHall

@SodexoiGen

@HelenAtSodexo

@SodexoAmyB

@SodexoAndrew

@SodexoJobs

@SodexoTrish

@SodexoBina

@SodexoUKCareers

@SodexoAmy

@SodexoUKDiverse (not a fully

comprehensive list, but that is the majority of significant accounts)

Appendix

c

An overview of the activity and

reach of Twitter for w/c 7th October 2013.

Company Main Twitter

account No. of

followers 2012

No. of followers 2013

No. following 2012

No. following 2013

No. of Tweets 2012

No. of Tweets 2013

Commentary Other Twitter accounts

Interserve Support Services

@InterserveNews 1,730 5,490 15 131 216 915 Regular tweets and

retweets. @interserve_uk

ISS Facility

Services @ISSworld 759 1,480 214 240 246 372 @ISSUKcomms for the

UK in addition to @ ISSworld and country-specific channels.

Johnson

Controls @GWSworkplace 6,176 1,205 601 553 968 616 @EfficiencyNow is

no longer active.

All previous related accounts have now been taken down apart from @GWSworkplace.

@johnsoncontrols

Rentokil Initial @RentokilInitial 1,836 2,192 118 290 1,085 1,961 Rentokil has two Twitter accounts that are both well established with a large following and frequent activity.

@rentokil (4275 tweets, 2,382 following, 3,335 followers)

OCS Group @ocsjobs 242 459 8 8 75 279 OCS has only one

Twitter account, that only tweets about job vacancies.

Balfour Beatty

Workplace @balfourbeatty 6,079 16,090 215 490 114 355 Multiple Twitter accounts,

all of which are active. List provided is not necessarily comprehensive, but includes all of the main accounts. @BB_Suffolk is a protected (locked account).

@BalfourBeattyUS

@BB_Services @ balfour_beatty @ BBRI_Technology @ BalfourB_BIM @ BB_Suffolk

Kier Services* @kiergroup 4,438 13,481 110 204 450 1,073 One Twitter account

with a large following.

The account replies to people's tweets and comments on a frequent basis, which many other companies do not do.

PHS Group @phsgroup 207 450 4 26 2 96 Significant increase in

usage since the last report, with almost daily tweets at present.

Appendix

c

Company Main Twitter

account No. of

followers 2012

No. of followers 2013

No. following 2012

No. following 2013

No. of Tweets 2012

No. of Tweets 2013

Commentary Other Twitter accounts

Norland Managed Services

@NorlandMS 336 755 3 148 23 126 Primarily used for

retweeting other people from the FM industry.

Aramark @aramark 7,254 260 1,018 Multiple Twitter

accounts with a large following and frequent updates. The previous report listed results for

@ARAMARKNews,(2012 followers 1174, 2013 followers 1545, 2012 following 1, 2013 following 1, 2012 tweets 3, 2013 tweets 1) this account is now dormant, with @ aramark becoming the dominant channel.

@ARAMARKCareers

@Aramarksports

@ARAMARKHC

@ARAMARKParks

@ARAMARKUTSA

@CaraAtAramark

@UTSCfood

@ARAMARKHCTech

@JennARAMARK

@ARAMARKctc

Emcor UK N/A N/A

City FM N/A N/A

GSH Group The previous Twitter

account has been removed, at time of the last report it had only tweeted once!

N/A

G4S Integrated

Services* @G4S_UK 2,912 5,171 36 26 397 605 G4S has multiple

Twitter accounts, all of which are active.

The list provided is not necessarily comprehensive, but includes all of the main accounts.

@G4S_Sport

@G4SCareers

@G4S_nl

@G4S I2

Vinci Facilities @vinci 1,443 18 98 New account since the

last report.

Integral UK @IntegralNorth 214 293 247 New account since the

last report.

Servest Group Servest_UK 156 553 30 261 129 443 There is one UK

Twitter account with a reasonable following and frequent updates.

@ServestGroup

Norse Group N/A N/A N/A

Company Main Twitter

Commentary Other Twitter accounts

Amey Built

Environment @Ameyplc 2,492 5,315 223 260 373 541 One Twitter account

with a large following and frequent updates.

Elior UK @elioruk 194 679 71 78 71 370 During the last report

there were 2 accounts running and it was unlcear which was official, @Elior_UK is now no longer used.

Resource Support Services

N/A N/A N/A

Europa Support

Services @Europa_Services 271 408 74 94 100 128 One Twitter account

with a reasonable following and frequent updates.

Inviron N/A N/A N/A

Bouygues Energy &

Services

@GroupeETDE 154 239 510 ETDE became Bouygues

Energy & Services and no longer has a Twitter account.

Jones Lang

LaSalle* @JLLNews 14,642 27,921 391 670 3,042 5,391 JLL has a strong

presence on Twitter, with all accounts updated frequently.

@JLLCareersUS

@JLLWorld @JLLSpain

@JLLPoland

@JLLFrance

Emprise @EmpriseServices 268 520 334 597 619 1,283 Reasonable presence

on Twitter. Multiple accounts all of which are frequently updated.

@MattK_Emprise

@LeeM_Emprise

@PaulH_Emprise John Laing

Integrated Services

N/A N/A

Turner Facilities

Management N/A N/A

Macro @MaceGroup 5,575 11,341 557 808 432 915 Regular tweets and a

good use of mentions to drive interaction/

exposure.

SGP Property Facilities Management

@SGPea 310 563 269 380 148 340 Infrequant use, with lots

of retweets rather than original content.

Company Main Twitter

account No. of

followers 2012

No. of followers 2013

No. following 2012

No. following 2013

No. of Tweets 2012

No. of Tweets 2013

Commentary Other Twitter accounts

Incentive FM @IncentiveFM 131 467 48 132 115 355 Active Twitter account

with good use of hashtags and mentions.

Arcus Solutions N/A N/A

GBM Support

Services N/A N/A

Hochtief Facility Management UK

@HOCHTIEF_

FM_UK 78 164 36 48 27 47 Spurts of activity

followed by long periods of inactivity!

hochtief_AG has a lot more acitivty, with some in English and some in German.

@hochtief_AG

BAM FM* @BAMConstructUK 4,448 12,969 232 317 608 1,308 Following on from the

previous report, @ BAMGroup_EU now gets regular updates as well as the UK account.

@BAMGroup_EU

Robertson FM @RobertsonFM 14 35 13 This is Craig Wilson’s

account, who works for Robertson and tweets on its behalf, but there is no corporate account.

Bilfinger HSG @bilfingerFMUK 3 0 0 Inactive account.

@AndrewHulbert associate director tweets about FM and Bilfinger.

Derwent FM @DerwentFM 1 0 0 Inactive account.

Anabas @AnabasFM 595 409 191 Neglected account with

roughly one tweet per month.

*best examples of Twitter use

Appendix

c

Appendix

d

Company Details No. of

followers 2012

No. of followers 2013

Serco* Regular updates, headline image and tabs. 14,961 57,786

Carillion Support Services Regular updates, headline image, but no active tabs. 9,258 26,826

Mitie Group Regular updates, rotating headline image and tabs. 4,179 14,465

Compass UK & Ireland 5 recent updates, a header image, but no active tabs. 6,176 214

Sodexo UK & Ireland* Regular updates, headline image and tabs. 34, 364 76,350

Interserve Support Services Regular updates, headline image and tabs. 2,805 9,380

ISS Facility Services Some updates, headline image and tabs. 455 2,331

Johnson Controls Regular updates, headline image and tabs. 67,335 155,747

Rentokil Initial Regular updates, headline image and tabs. 4,133 8,980

OCS Group No headline images or updates, but the services tab is filled out. 1,611 3,947

Balfour Beatty Workplace No headline images, updates or tabs, just basic company info. 1,906 4,594

Kier Services Regular updates, headline image and tabs. 5,127 17,307

PHS Group Headline image and services, but no updates. 583 1,371

Norland Managed Services Regular updates, headline image and tabs. 1,688 5,213

Aramark Regular updates, headline image, but tabs. 20,165 45,706

Emcor UK No image, tabs or updates and very limited information which has been duplicated! 1,928 3,579

City FM Headline image, but no updates or tabs. 817

GSH Group Headline image and company info, but no updates or tabs. 1,305 3,233

G4S Integrated Services Company info but no headline image, tabs, or recent updates. 11,989 10,164

Vinci Facilities Company info and some recent updates, but no headline image or tabs. 716 1,712

Integral UK Regular updates, headline image and tabs. 1,324

Servest Group Regular updates, headline image and tabs. 306 1,461

Norse Group No company page.

Amey Built Environment* Regular updates, headline image, good use of video and tabs. 3,912 10,184

Elior UK Only company info, no headline image or tabs. 1,761 4,194

Resource Support Services No company page. 26

LinkedIn analysis for 2013 compared to 2012, with comments on content, structure and features being used.

Company Details No. of followers 2012

No. of followers 2013

Europa Support Services Regular updates, but no headline images or active tabs. 467 1,039

Inviron Company info, but no headline image or tabs. 381 838

Bouygues Energy & Services Headline image and company info, but no updates or tabs. 786 1,674

Jones Lang LaSalle Regular updates, headline image, good use of video and tabs. 41,355 114,341

Emprise Regular updates, headline image and tabs. 244

John Laing Integrated Services Just company info, no headline image or tabs. 686 1,061

Turner Facilities Management No company page. 371

Macro Just company info, no headline image or tabs. 561 2,470

SGP Property Facilities Management Regular updates, headline image and tabs. 449 964

Incentive FM Just company info, no headline image or tabs. 122 244

Arcus Solutions No company page.

GBM Support Services Just company info, no headline image or tabs. 96

Hochtief Facility Management UK Dorment page with no content. 159

BAM FM Regular updates, headline image and tabs. 2,207 7,403

Robertson FM Vibrant page with regular updates, but no tabs. 552 1,436

Rollright Facilities Dorment page, no updates since August 2012, no headline image or tabs. 266 392

Derwent FM Dorment page with no content. 45

Anabas No updates or headline image, but it does contain a service tab. 244 502

*best examples of LinkedIn use

Appendix

d

Appendix

e

Company YouTube page No. of hits 2012 No. of hits 2013

Serco http://www.youtube.com/user/

Sercocommunications 33,742 23,630

Carillion Support Services http://www.youtube.com/user/

CarillionplcLatest/about 5,952

Mitie Group http://www.youtube.com/user/

MITIEGroupPLC 31,795 47,419

Compass UK & Ireland http://www.youtube.com/user/

CompassGroupUK 960 1,044

Sodexo UK & Ireland http://www.youtube.com/user/

SodexoChannel 64,118 84,065

Interserve Support Services http://www.youtube.com/user/

InterservePlc 10,633 22,068

ISS Facility Services http://www.youtube.com/user/

ISSworldservicesTV 10,671 33,536

Johnson Controls http://www.youtube.com/user/

johnsoncontrolsinc?feature=results_main 55,635 97,088

Rentokil Initial http://www.youtube.com/user/

RentokilInitialplc 10,567 14,255

OCS Group http://www.youtube.com/user/

OCSGroupLtd 7,224 10,224

Balfour Beatty Workplace http://www.youtube.com/user/

balfourbeattyus 22,222 26,294

Kier Services http://www.youtube.com/user/

KierGroupplc 6,292 17,196

PHS Group http://www.youtube.com/user/

PhsGroupPlc 100 120

Norland Managed Services N/A

Aramark http://www.youtube.com/user/

aramarktv 51,910 71,503

Emcor UK http://www.youtube.com/user/

emcorgroup?feature=results_main 454 850

City FM N/A

GSH Group http://www.youtube.com/user/

GSHGroup/feed 173

Results on the industry usage of the video sharing and hosting social media site YouTube.

Appendix

e

Company YouTube page No. of hits 2012 No. of hits 2013

G4S Integrated Services http://www.youtube.com/user/

g4suk?feature=results_main 26,240 33,004

Vinci Facilities http://www.youtube.com/channel/

UCo1DpqZtTK583SOYN2s3I4Q 19

Integral UK

http://www.youtube.com/channel/UC-ylZTYmzwJ4PmduKm474ng 179

Servest Group http://www.youtube.com/user/

TheServestGroup/feed - http://www.

youtube.com/user/ServestSecurity

3,351,440

Norse Group N/A

Amey Built Environment http://www.youtube.com/user/

Ameyplc?feature=watch 2,720 7,249

Elior UK N/A

Resource Support Services N/A

Europa Support Services N/A

Inviron N/A

Bouygues Energy & Services http://www.youtube.com/user/

BouyguesES 207

Jones Lang LaSalle* http://www.youtube.com/user/

joneslanglasalle 212,960 292,238

Emprise http://www.youtube.com/user/

EmpriseServices 581 1,480

John Laing Integrated Services N/A

Turner Facilities Management N/A

Macro N/A

SGP Property Facilities Management N/A

Incentive FM http://www.youtube.com/user/

incentivefmgroup 574

Arcus Solutions N/A

GBM Support Services N/A

Hochtief Facility Management UK N/A

BAM FM http://www.youtube.com/user/

bamconstructuk 7,369 19,699

Company YouTube page No. of hits 2012 No. of hits 2013

Robertson FM N/A

Bilfinger HSG N/A

Derwent FM N/A

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