In the following report, we analyze the online conversation around 20 major chemical businesses. Specifically, we uncover: - The Chemical Social Index: ranking each brand according to several key metrics. - How brands and audiences communicate online. Which Facebook posts resonate best with audiences. - A comparison of Dupont and Dow Chemical conversation.

1. B2B Industry Spotlight/ Chemical Connections © Brandwatch.com/es | 1© Brandwatch.com
Brandwatch Report/
B2B Industry Spotlight:
Chemical
Connections

2. B2B Industry Spotlight/ Chemical Connections © Brandwatch.com/es | 2
Industry Overview
The chemical industry is a vintage industry, steeped in history. The process of taking raw materials -
water, metals, oil - and converting them into a product is almost as old as human trade itself.
In fact, the world’s earliest identified advertisement, produced between 980 - 1100 AD, is essentially a
chemical advert. Created for Jian Liu’s Fine Needle Shop, the copper printed plate stated “We buy high
quality and make high quality needles”.
Has it changed? Not dramatically, in fact DuPont recently released a case study promoting the ‘high
quality’ materials they offer in solar power. What has changed is the medium. Instead of copper plates,
brands use radio, TV and now social media to promote their ‘high quality’ products to customers.
Yet, the same principles apply. Advertise correctly and you’ll generate sufficient demand for your brand,
don’t and you’ll risk losing sales to competitors. This report analyzes how successful this age old industry
is at provoking modern day demand, on the modern day copper plate.
Contents
Industry Overview ���������������������������������������������������������������������������������������������������������������� 2
The Chemical Social Index ������������������������������������������������������������������������������������������������ 3
Breakdown of Brand-Audience Activity �������������������������������������������������������������������������� 4
Brand vs. Audience Conversation ������������������������������������������������������������������������������������ 5
Facebook Content Analysis ����������������������������������������������������������������������������������������������� 6
Merging Forces��������������������������������������������������������������������������������������������������������������������� 7
Key Insights ��������������������������������������������������������������������������������������������������������������������������� 8
Thank You������������������������������������������������������������������������������������������������������������������������������ 9

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The Chemical Social Index
The following index ranks leading US and UK chemical companies’ online presence and social activity
performance according to a series of key criteria. Brands are evaluated on the number of positive and
neutral mentions they received online over a 12 month period. Social mentions were weighted more than
news mentions, meaning smaller brands with successful social activities could compete against larger
brands with many news hits. The maximum possible score of this index is 20 points.
RANK COMPANIES OVERALL MENTIONS NEWS HITS INDEX SCORE
1 DuPont 374,170 54,590 18.25
2 Dow Chemical 179,564 30,495 17
3 INEOS 34,102 4,641 16.75
4 Air Products Chemicals E 39,522 10,432 14.75
5 PPG Industries 30,287 5,483 14.5
6 Praxair 21,113 3,965 13.5
7 F Ball and Co 3,446 39 12.25
8 LyondellBasell 16,795 4,657 11.75
9 Celanese 16,805 4,749 11.25
10 Nova Laboratories 1,955 89 11
11 Eastman Chemical 13,835 4,744 10
12 Tor Coatings 342 13 9.25
13 Diomed Developments 600 32 9.25
14 Huntsman Corp 8,051 3,794 8.75
15 GRI Group 292 15 8
16 Formosa Plastics 3,573 2,169 6.75
17 Thornton Ross 134 26 4.75
18 Tennants 19 2 4.5
19 Stamford 25 4 4.5
20 Nelson Russell 165 77 3.25

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Breakdown of Brand-Audience Activity
Chemical brands generate 2% of all B2B conversation online. Of that, more than half of all chemical
mentions are directed at Dow Chemical and DuPont, reflecting their dominance within the market.
Chemical brands receive a total of 55,383 @mentions per year, showing that stakeholders within the
industry are clearly attempting to engage with firms on social. However, only 713 of these @mentions
received a direct reply from the companies. UK companies are particularly bad, with only two out of the
ten analyzed running both Twitter and Facebook accounts. Thousands of mentions are directed at these
brands, yet many have no platform to respond, engage and enhance those interactions.
AUDIENCE
• @MENTIONS
• RETWEETS
• REPLIES
BRAND
• TWEETS
• RETWEETS
• REPLIES
BRAND AND AUDIENCE ACTIVITY
11%
6%
63%
17%
2% 1%
Analyzes 533,316 tweets taken from February 18th 2015 – February 18th 2016.

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Brand vs. Audience Conversation
The majority of chemical firms unsuccessfully engage their audience, responding to just 1% of all @
mentions. However, those firms operating social accounts to communicate with their followers, do so at
the optimum time. The charts below show how socially active chemical firms match their post schedule
with their audience’s activity. The companies schedule posts during week days and afternoons to
capitalize on their audiences’ increased engagement at those times.
BRAND AND AUDIENCE ACTIVITY BY DAY
•BRAND •AUDIENCES
0%
5%
10%
15%
20%
25%
SUNSATFRITHURWEDTUEMON
PERCENTOFWEEK'STWEETS
BRAND AND AUDIENCE ACTIVITY BY HOUR
•BRAND •AUDIENCES
11PM3PM 6PM 9PM12PM9AM6AM3AM12AM
0%
2%
4%
6%
8%
12%
10%
PERCENTOFTOTALCONVERSATION
Analyzes 533,316 tweets taken from February 18th 2015 – February 18th 2016.

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Facebook Content Analysis
Most B2B brands don’t realize that the type of post they publish, directly affects the likelihood of
engagement. Perhaps surprisingly, chemical brands have recognised which content resonates best with
their audience and optimized it. 52% of these brands’ posts contain an image, which generate 63 likes and
12 shares on average. In comparison, the majority of other B2B companies’ Facebook posts contain links
with no images or videos, thus they generate less engagement than their optimized chemical competitors.
FACEBOOK POST FORMAT PERFORMANCE
7%
9%
52%
32%
Likes: 63
Comments: 3
Shares: 12
Likes: 63
Comments: 3
Shares: 24
Likes: 49
Comments: 1
Shares: 23
Likes: 22
Comments: 3
Shares: 5
Photo (52%
)
Video (9%
) Status (7%
)
Image Link (32%
)
Analyzes 4.756 mentions taken from February 18th 2015 - February 18th 2016

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Merging Forces
In December 2015, two of the world’s largest chemical companies announced they would merge.
DuPont and Dow Chemical’s $103 billion merger - forecasted to create $30 billion in market value -
will create three independent publicly traded companies. Complexity is at the center of these deals,
as hundreds, if not thousands of major decisions must be agreed upon between parties that were once
fierce competitors. One of those decisions is the name. What should this new conglomerate be called?
We collected mentions for both companies across America to find which brand name was strongest.
We analyzed over 70,000 American web pages and found DuPont’s name was mentioned 76,151 times,
Dow Chemical was mentioned only 36,250 times. If the companies were to choose one new name to unify
the two, the obvious choice, based on awareness, would be DuPont.
ONLINE MENTIONS BY STATE
Analyzes 112,401 mentions taken from February 18th 2015 - February 18th 2016
WA
OR
CA
NV
UT
ID
MT ND
SD
NE
KS
OK
TX
HI
VT NH
MA
RI
CT
NJ
DE
MD
LA
FL
AR
MO
IA
MN
WI
IL IN
MI
OH
PA
NY
ME
MS AL GA
SC
NC
TN
KY
WV VA
WY
CO
NM
AZ
AK
•DUPONT •DOW CHEMICAL

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Key Insights
Over the years, this historic industry has had to continuously revolutionise itself. Products have changed,
customers have changed and methods have changed. During the industrial revolution, chemical firms
were some of the biggest employers in the world, now these same companies run autonomous factories
that require almost no direct labour.
Now these brands must change again. The world’s best B2B firms embrace social in their business,
using their accounts to express their brand voice, offer one-on-one client communication and connect
with stakeholders in real-time. Yet, only 40% of top chemical firms operate both Twitter and Facebook
accounts.
These same firms that shun social engagement receive thousands of mentions per year – 38,000 on
average - from potential customers, employees and investors. This shift online is inevitable, the brands
who react first sweep up the market share, while those that wait miss a potentially industry defining
opportunity.
Demonstrating Social Media’s Importance
Volume: 760,480 mentions are directed at leading chemical brands each year
Leaders: DuPont generate a new online mention every two minutes
Global: Mentions recorded from 201 countries around the world
Newsworthy: 11.3% of all chemical brands mentions came from news sites, the highest percentage
of news hits for a B2B industry
Inactivity: 55,383 @mentions directed towards brands in a year, only 1% received a response
Brandwatch Use-Cases:
• Campaign Intelligence
• Crisis Detection Management
• Competitor Market Intelligence
• Consumer Insights
• Content Strategy
• Customer Service
• Employee Recruitment, Compliance Activation
• Influencer Marketing
• Product Strategy
• Reputation Brand Management
• Social Media Command Center
• Social Selling

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Thank You
Brandwatch is the world’s leading social intelligence company. Brandwatch Analytics and Vizia products
fuel smarter decision making around the world.
The Brandwatch Analytics platform gathers millions of online conversations every day and provides users
with the tools to analyze them, empowering the world’s most admired brands and agencies to make
insightful, data-driven business decisions. Vizia distributes visually-engaging insights to the physical
places where the action happens.
The Brandwatch platform, ranked highest in customer satisfaction by G2Crowd in the Winter 2016 social
media monitoring report, is used by over 1,200 brands and agencies, including Cisco, Whirlpool, British
Airways, Sony Music, and Dell. Brandwatch continues on its impressive business trajectory, with more
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Brandwatch. Now You Know.
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