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Social Brands 100 2013 launched on Thursday, 23 May at an event in London. Here's the presentation. The report can be downloaded from www.socialbrands100.com.
Citation preview
#sb100
Social Brands 100Social Brands 100
Win-win relationships
Active listening
Appropriatebehaviour
Social brandprinciples
Win-win relationships
What is asocial brand?
External Measures
Social KPIs by platform
• Average post engagement rate (ER)• Fan growth• Response rate• Response time
• Video views growth• Subscriber growth• Channel engagement rate• Channel Like/Dislike ratio
• Follower growth • Average tweet engagement rate• Total mentions• Response rate• Response time
15%
45%
40%
Feb – Identify brandsMar/Apr – Analytics & Surveys
May - Analysis
What happened when?
CrowdSourced
Past Nominees
SocialbakersMonitoring(UK)
Where the brandscame from
TheFindings
20
Don’t get too comfortable
Social Brands 100
“I’m afraid this page isn’t available to mobile users...
It’s available on the desktop site.”
Social Brands 100
I only use Twitter
on my phone.
“”
OK thanks.
TheFindings
Customer Service
Engagement
BattlefieldElectronic Arts
BattlefieldElectronic Arts
Consistency
BattlefieldElectronic Arts
Consistency
Depth
Industries
25%Retail
11%FMCG
15%Travel
15%Charity
5%Pub & Media
Industries: Retail
25% ofranking
15%Charity
1No.
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SPONSOR
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MEDIA PARTNERS
I N P A R T N E R S H I P W I T H
The Social Brand Agency
16% oflonglist
Industries: Retail
15%Charity
1No.
Top industryGood customer service scores
Lower engagement on Facebook
Industries: Travel
15%Charity
1No.
15%Charity15% of
ranking
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SPONSOR
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MEDIA PARTNERS
I N P A R T N E R S H I P W I T H
The Social Brand Agency
10% oflonglist
Industries: Travel
15%Charity
1No.
15%Charity15% of
ranking
Four of the top tenGood customer service scores
Lower engagement overall
Industries: Charity
15%Charity
1No.
15% of ranking
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SPONSOR
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MEDIA PARTNERS
I N P A R T N E R S H I P W I T H
The Social Brand Agency
6% oflonglist
Industries: Charity
15%Charity
1No.
Above average engagement on Facebook and Twitter
Lower response times overall
Industries: FMCG
15%Charity
1No.
15%Charity
15%Travel
11% of ranking
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MEDIA PARTNERS
I N P A R T N E R S H I P W I T H
The Social Brand Agency
17% oflonglist
Industries: FMCG
15%Charity
1No.
15%Charity
15%Travel
Very good engagementGood customer service scores
Lower growth scores
Industries: Publishing & Media
15%Charity
1No.
15%Charity
15%Travel
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MEDIA PARTNERS
I N P A R T N E R S H I P W I T H
The Social Brand Agency
5% ofranking
11% oflonglist
Industries: Publishing & Media
15%Charity
1
15%Charity
15%Travel
Very good engagement
Work to be done on customer care
Brand Performanceby platform
45%
40%
15%
CrowdSourced
Willing to join conversations
Good response rates and times
CrowdSourced
No. Brand Industry Category Facebook1 Guess2Give * Entertainment 88.252 Appliances Online * Retail 88.253 Thomas Cook UK * Travel 88.034 UPS * Transport & Logistics 86.755 Thomson Holidays * Travel 86.326 Captain Morgan GB FMCG 86.297 SEAT Mexico * Automotive 85.308 American Airlines * Travel 83.649 Tesco * Retail 83.5810 First Choice Holidays * Travel 82.9311 ABSOLUT UK * FMCG 82.6312 EE * Telecommunications 81.9113 Lufthansa * Travel 80.0514 Heart * Publishing & Media 80.0515 Marks and Spencer * Retail 79.5116 Petplan UK * Financial Services 79.3417 Ella’s Kitchen FMCG 79.1518 Burts Potato Chips FMCG 78.9819 MCE Insurance Financial Services 78.0720 The Ellen DeGeneres Show * Entertainment 78.00
!"#$%&'#(!"#$#%&'"&()*+$,&-*./$,0$#1-2'"&(
No. Brand Industry Category Twitter1 Debenhams * Retail 82.502 Adidas UK Sports Apparel 82.103 Next * Retail 81.624 American Airlines * Travel 80.955 Vue Cinemas * Leisure 80.866 Battlefield * Entertainment 80.587 Lufthansa * Travel 80.418 House of Fraser * Retail 79.619 Innocent * FMCG 79.3610 Argos * Retail 78.4911 The Perfume Shop * Retail 78.1012 Virgin Trains * Travel 78.1013 Met Office * Publishing & Media 77.7714 EA SPORTS FIFA * Entertainment 76.5515 Nike Running * Sports Apparel 76.0716 Virgin Atlantic Travel 75.0217 Waitrose * Retail 74.4818 GAME Retail 74.2719 RSPCA Charity 74.1820 Galt Toys Retail 74.06
)) )** Ranked on Social Brands 100 * Ranked on Social Brands 100
CrowdSourced
Brands making use of customer service strengths
More could be done with content
CrowdSourced
No. Brand Industry Category Facebook1 Guess2Give * Entertainment 88.252 Appliances Online * Retail 88.253 Thomas Cook UK * Travel 88.034 UPS * Transport & Logistics 86.755 Thomson Holidays * Travel 86.326 Captain Morgan GB FMCG 86.297 SEAT Mexico * Automotive 85.308 American Airlines * Travel 83.649 Tesco * Retail 83.5810 First Choice Holidays * Travel 82.9311 ABSOLUT UK * FMCG 82.6312 EE * Telecommunications 81.9113 Lufthansa * Travel 80.0514 Heart * Publishing & Media 80.0515 Marks and Spencer * Retail 79.5116 Petplan UK * Financial Services 79.3417 Ella’s Kitchen FMCG 79.1518 Burts Potato Chips FMCG 78.9819 MCE Insurance Financial Services 78.0720 The Ellen DeGeneres Show * Entertainment 78.00
!"#$%&'#(!"#$#%&'"&()*+$,&-*./$,0$#1-2'"&(
No. Brand Industry Category Twitter1 Debenhams * Retail 82.502 Adidas UK Sports Apparel 82.103 Next * Retail 81.624 American Airlines * Travel 80.955 Vue Cinemas * Leisure 80.866 Battlefield * Entertainment 80.587 Lufthansa * Travel 80.418 House of Fraser * Retail 79.619 Innocent * FMCG 79.3610 Argos * Retail 78.4911 The Perfume Shop * Retail 78.1012 Virgin Trains * Travel 78.1013 Met Office * Publishing & Media 77.7714 EA SPORTS FIFA * Entertainment 76.5515 Nike Running * Sports Apparel 76.0716 Virgin Atlantic Travel 75.0217 Waitrose * Retail 74.4818 GAME Retail 74.2719 RSPCA Charity 74.1820 Galt Toys Retail 74.06
)) )** Ranked on Social Brands 100 * Ranked on Social Brands 100
CrowdSourced
YouTube
Lowest average scores
Content that’s going places
CrowdSourced
YouTubeIn 2012, 49% of the Social Brands 100 were active on Google+ and Pinterest. Results from this year’s survey indicate that figure has risen to 69% on Google+ and 66% on Pinterest, with approximately 70% planning to increase activity on these platforms in 2013. Almost 70% of the surveyed brands also plan to increase activity on Instagram. These figures beg the question whether the top three platforms will have turned into a top six by next year?
Instagram’s rise appears to come at the expense of Flickr, on which only 37% of brands are active, with 10% of respondents planning to decrease activity on the photosharing platform in 2013.
Tumblr is a small but growing part of some brands’ social repertoire, with 17% having a presence on the microblogging platform and over 20% reporting plans to increase activity this year.
Foursquare use, which had declined to 18% of brands in the 2012 ranking, has returned to slightly above 2011 levels with 23% of brands reporting they have a presence. This does not appear to be the beginning of a return for the geolocation platform, as only 10% of those brands expressed an intention to increase activity in 2013, with the rest planning to decrease or maintain current levels.
Most brands surveyed reported an intention to increase activity on multiple social platforms but, for the majority, social media budgets will remain 10% or less of the marketing budget this year (see Figure 2). This suggests teams may be increasingly stretched for resources, a situation which could have a negative effect on engagement.
No. Brand Industry Category YouTube1 Battlefield * Entertainment 92.372 Converse Retail 91.073 Warner Bros. Pictures Publishing & Media 90.734 Universal Pictures UK Publishing & Media 90.475 AllSaints Retail 89.796 Fiat UK Automotive 87.027 GoPro * Consumer Electronics 86.828 Classic FM * Publishing & Media 86.759 Mulberry Retail 86.7310 Teenage Cancer Trust * Charity 86.1011 IKEA UK Retail 85.7212 KISS FM (UK) Publishing & Media 85.2013 Absolute Radio Publishing & Media 84.8714 The Hits Radio Publishing & Media 84.7415 UNICEF UK Charity 84.6616 Heart * Publishing & Media 84.3917 Liverpool FC Leisure 84.3618 Smooth Radio Publishing & Media 84.3619 Burberry Retail 84.1520 BBC Publishing & Media 84.01
!" !#
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* Ranked on Social Brands 100
Other platformsSurvey
Other platforms
69% 66%
201250%
Other platforms
51% 17%
Other platforms
51%
60% + increase60-65%
increasereported
%
Social teamSurvey
%
Social team
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For some time a rationale has been made for social media teams to work independently across businesses, yet this is the case for only 27% of the brands surveyed.
For 57%, social media continues to sit in either the marketing or communications team, with almost 70% of respondents expecting the current structure to remain the same for the rest of 2013.
This figure varies slightly between industries, for example, Travel and FMCG brands are more likely than Retail to have a dedicated social media team.
Responsibilities appear to focus on strategy, community management, content planning and social media monitoring for those brands with dedicated teams (see Figure 3).
Viewing social media primarily as just another communications channel stands to hinder engagement and reduce efficiency, since it touches almost every part of a business from frontline customer support through to HR, including employees active in their own time.
0 20 40 60 80 100
0-10%
11-15%
16-30%
31-45%
61-75%
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Managament
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Figure 3
Social team
• Follower growth • Average tweet engagement rate• Total mentions• Response rate• Response time
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For some time a rationale has been made for social media teams to work independently across businesses, yet this is the case for only 27% of the brands surveyed.
For 57%, social media continues to sit in either the marketing or communications team, with almost 70% of respondents expecting the current structure to remain the same for the rest of 2013.
This figure varies slightly between industries, for example, Travel and FMCG brands are more likely than Retail to have a dedicated social media team.
Responsibilities appear to focus on strategy, community management, content planning and social media monitoring for those brands with dedicated teams (see Figure 3).
Viewing social media primarily as just another communications channel stands to hinder engagement and reduce efficiency, since it touches almost every part of a business from frontline customer support through to HR, including employees active in their own time.
0 20 40 60 80 100
0-10%
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Figure 2
MeasurementSurvey
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,-./012/310%4&/520&61'%(*)2'1/7218-150%92:With a few exceptions, most of the surveyed brands measure social media performance using Engagement and Community Size metrics (see Figure 5), with over 75% reporting set targets for their performance metrics (see Figure 4).
Brands with high overall scores tend to have good Response Times and Response Rates in addition to good Engagement and Community Growth, indicating that in future it may be worthwhile for more brands to consider introducing customer service-related metrics such as these.
,-./4-/;-6/520&612/&-9'0</524'0/7218-150%92:
,-./4-/;-6/&22/*)2&2/520&612&/9)0%('%(/'%/*)2/%2=*/>!/5-%*)&:
Increased usage
No change
Decreased usage
0 20 40 60 80 100 120
0 20 40 60 80 100 120
Engagement
Community Size
Competitor Benchmarking
Sentiment & Attitudinal
Customer Service
Financial
Engagement (eg. RTs, TAT)
Community Size (eg. fans, followers)
Competitor Benchmarking (eg. share of voice, SB100)
Sentiment & Attitudinal
Customer Service (eg. Response Time)
Financial (eg. CPA, ROI?-/;-6/&2*/*01(2*&/-%/*)2&2/520&612&:
@ABAC
!DBECYes
No
Figure 4
Figure 6
Measurement
Win-win relationshipsWin-win
relationships
What are your measures?
What’s ahead?
Questions remaining
www.slideshare.com/headstream
@socialbrands100
@maeve_os
Thank you
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