Social Brands 100 2013 Launch

#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


Consistency


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



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



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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SPONSOR


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15%Charity

1No.

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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

Facebook

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

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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

Facebook

CrowdSourced

Twitter

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

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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

Twitter

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

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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.

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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.

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MeasurementSurvey

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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.

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0 20 40 60 80 100 120

0 20 40 60 80 100 120

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Community Size

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@ABAC

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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

Technology

Social Brands 100 2013 Launch