Brands In Social Media Report 2008

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This document will give you examples on how brands can successfully use social media to communicate with their customers.

This document will give you examples on how brands can successfully use social media to communicate with their customers.

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  • 1. The top 100 brands in social media The impact of online conversation on the Interbrand Top 100 global brand survey The immediate future (IF) ‘brands in social media’ research document, now in its second year, looks to offer topline insight into the growing impact of social media and online conversation on leading brands. Using the Interbrand Top 100 and Millward Brown BrandZ rankings as reference points, the IF report represents a snapshot (accurate to June 2008) of online discussions, sentiment and visibility of some of the world’s largest brands. It is increasingly clear that the level of a brand’s engagement with the ever growing online community is beginning to have a direct correlation with that brand’s reputation. This document aims to explore how brands have addressed the growing presence and importance of consumers’ opinions and how the birth of social media has forced brands to adapt (in response to such a rapidly evolving medium). The Online Landscape Social media is booming. Every day new statistics, white papers and articles appear discussing its continued growth. Independent market analyst Datamonitor has revealed how quickly the number of people participating in online social networking is growing: the UK currently leads Europe, in terms of membership, and is expected to reach 27 million users – a threefold increase on today’s figures – by 20121. Across the globe, consumers are more connected than ever before, thanks to easier internet access, the rise (and reduction) in price of broadband and an increase in home usage. With the continual development of tools to aid communication, including blogs, social networks and photo/video sharing sites, this trend looks set to continue. But what exactly is social media? The term reflects “Social networking is really the sharing of information, experiences and recommendation between opinions through a series of widely available, easy- people about the things that to-use tools. Very simple, very public, very hard to they are interested in and they ignore. like… this has stimulated people’s attention in terms of Social media encourages the building of the importance of PR. The communities; groups of people with common people who are going on these interests who are keen to interact with one another sites didn’t want to be on matters important to them, from daily musings to monetised, they didn’t want to very specific subject matter. be advertised to, so again editorial communication is so More importantly, anyone can participate in these powerful, they would rather be communities. Finding a group and joining in the communities that can exchange conversation is very easy thanks to the wide variety views that are untarnished.” of online tools available (which facilitate the finding and sharing of information). Sir Martin Sorrell 1 DataMonitor’s quot;Online Social Networkingquot; Research - http://www.datamonitor.com © immediate future Ltd.2008 2 immediate future Ltd, The Loft, Vine House, 143 London Road, Kingston upon Thames KT2 6NA t: 0845 408 2031 f: 0208 549 2605 m: 07803 898 511 e: info@immediatefuture.co.uk VAT registration No. 786 8830 62: Company No. 4709287 Registered office: 135 Notting Hill Gate W11 3LB
  • 2. But what does that mean for brands? Quite simply, the balance of power has shifted – with control passing from the brands themselves to the consumers. Online audiences can choose the content they want to view and are free to comment on/share it with whomever they like, whenever they wish to do so. Brands must accept that they need to embrace this shift, rather than shy away from it, as this is a trend that looks set to continue. Social Media Grows Up According to VNU.net, nearly half of the online adult population around the world is a member of at least one networking site, with Facebook and MySpace between them housing over 170 million monthly active users2. Other social media activity is also continuing to grow at a frenetic pace. According to Wave3 research of active users3: - 394m watch video clips online - 346m read blogs - 321m read personal blogs - 307m visit a friend’s social network page - 303m share a video clip - 272m manage a profile on a social network - 248m upload photos - 216m download video podcasts - 215m download podcasts - 184m start their own blog - 183m upload a video clip - 160m subscribe to an RSS feed Blogging, and the reading of blogs, is now such a widespread activity it is impossible to ignore. Those who choose to do so are taking a risk, as people will talk about brands with or without that company’s permission (in recent research, 34% of bloggers revealed they currently post opinions about products and brands on their blog2). It is therefore vital to be part of those conversations, or even to initiate them (such as through a company blog, with 36% of online users stating that they think more positively about companies who actually run their own blog2). In Britain, users spend the majority of their time online on social media sites, spending four billion minutes on consumer generated content sites in April 2008 (up 47% year on year, according to Nielsen Research). Content itself is also evolving, as users are no longer just logging on for relevant news. According to new research, 62% of people are more likely to trust and use online reviews written by fellow shoppers before making a purchase, whilst time spent on search sites has also increased by 13%, to 1.3 billion minutes4. This has led to an overall decrease in the amount of time spent on traditional news sites. 2 Forrester Research 3 Wave.3 Social Media Tracker – Universal McCann 4 immediate future/Logan Tod/e-consultancy joint report April 2008 © immediate future Ltd.2008 3 immediate future Ltd, The Loft, Vine House, 143 London Road, Kingston upon Thames KT2 6NA t: 0845 408 2031 f: 0208 549 2605 m: 07803 898 511 e: info@immediatefuture.co.uk VAT registration No. 786 8830 62: Company No. 4709287 Registered office: 135 Notting Hill Gate W11 3LB
  • 3. Social media usage and brand loyalty varies country by country. For example, the most used social media tools for April ’08 were: This shows that the differences in social media usage need to be understood for each region and that, as a result, every conversation needs to be tailored to appeal to the chosen target market, with the appropriate messages. The social media ‘boom’ shows no sign of slowing - in fact, over a relatively short period of time, it has even overtaken some of the more traditional forms of communication. With the rise of mobile internet adding an extra dimension, brands need to ensure they start engaging with these rapidly evolving communities sooner rather than later, or risk missing out altogether. What makes up social media? According to Wikipedia, social media describes the online technologies and practices that people use to share opinions, insights, experiences and perspectives. Social media includes: Blogs Podcasts Microblogging (Twitter) Vidcasts Message boards Wikis Forums Groups Social networks (MySpace or Facebook) Virtual worlds or communities (Second Video sharing (You Tube) Life) Picture sharing (Flickr) © immediate future Ltd.2008 4 immediate future Ltd, The Loft, Vine House, 143 London Road, Kingston upon Thames KT2 6NA t: 0845 408 2031 f: 0208 549 2605 m: 07803 898 511 e: info@immediatefuture.co.uk VAT registration No. 786 8830 62: Company No. 4709287 Registered office: 135 Notting Hill Gate W11 3LB
  • 4. Brands in social media study immediate future ‘brands in social media’ report 2008 The purpose of the IF study is to understand how brands are performing within social media. This is the second year that the report has been compiled and means that comparisons with last year’s results can now be drawn - including how certain brands have evolved (or stagnated). Interbrand Top 100 The Interbrand Top 100 is one of the top published business rankings in the world. To qualify for inclusion in the report, brands are required to pass rigorous criteria. Those brands that qualify are then evaluated by three core components: Financial analysis - forecasted current and future revenue specifically attributable to the brand Role of brand analysis - a measure of how the brand influences customer demand at the point of purchase Brand strength score - a benchmark of the brand’s ability to secure ongoing customer demand (loyalty, repurchase, retention) It is worth noting that each component is converted into a monetary figure to provide an estimated overall brand asset value. Millward Brown BrandZ This year, the research also details comparisons taken from the Millward Brown BrandZ research. By referencing this study alongside the Interbrand Top 100, a broader and more accurate brand evaluation can be carried out. The BrandZ research is calculated from a combination of detailed analysis of a given brand’s financial data and some primary research findings complied from a consumer base of over one million customers (conducted to represent the consumer perception of that brand). Again, there are three main components to the study, which allow a brand’s value to be measured: Intangible earnings - intangible corporate earnings allocated to each brand by country, based on company and analyst reports, industry studies, revenue estimates, etc. Brand contribution – portion of intangible earnings attributable to brand. Directly driven by BrandDynamicsTM Loyalty Pyramid and Category Segmentation collected within the BrandZ study Brand multiple - brand earnings multiple. Calculated based on market valuations, brand growth potential and VoltageTM (as measured by BrandDynamics TM) The BrandZ study also calculates the degree to which brand equity plays a role in generating earnings (brand contribution) and how much the brand is expected to grow in the short term (brand momentum). While consumer perception and demand play a role in both reports, the consumer’s online voice is ignored. However, this would appear to be an oversight as brand conversations can prove a very relevant metric of brand perceptions. Often regarded as the most uninhibited focus group, online consumer chatter can reveal key insights into brand awareness, as well as its perceived reputation and equity. © immediate future Ltd.2008 5 immediate future Ltd, The Loft, Vine House, 143 London Road, Kingston upon Thames KT2 6NA t: 0845 408 2031 f: 0208 549 2605 m: 07803 898 511 e: info@immediatefuture.co.uk VAT registration No. 786 8830 62: Company No. 4709287 Registered office: 135 Notting Hill Gate W11 3LB
  • 5. This report, designed to provoke discussion, is not a full data analysis, but rather a snapshot of brands’ share of voice in social media. Coupled with a review of sentiment (positive, neutral or negative in tone), it takes the global brands from the Interbrand and the Millward Brown BrandZ Top 100 and compares their ranking in the two studies against their (IF evaluated) performance in the online conversation5. Methodology All research data was conducted by immediate future in May 2008. Share of voice analysis Site search functions were utilised to determine the number of times a brand was mentioned on YouTube, Facebook, MySpace, Bebo, Flickr, Digg, Del.icio.us and Twitter, in both forums and blogs. Previously, the blogosphere figure was calculated as an average, based on results generated by Technorati and Google Blog Search. This year, however, the figure was calculated from Google Blog Search alone, as, at the time of compiling this report, Technorati appeared to be returning inconsistent figures in its search results. This year’s research also includes a search on forums to show brands’ share of voice in this sector. These figures were generated by the forum search engine, Board Reader, which analyses threads on forum boards. With the rise in popularity of microblogging, seen through the success of tools such as Twitter, immediate future considered the inclusion of an analysis of this form of social media essential for the purposes of this research. Twitter was chosen, as the most popular network of its kind, at the time of conducting the research. Using the site search function on each of the relevant social media sites, immediate future calculated mentions for each brand. These were then ranked across all social media types to give a final figure which determined the brand’s position in the IF rank. (Please note, at the time the research was conducted, social bookmarking tool, Ma.gnolia, was experiencing technical difficulties and was therefore not included in the study.) Social network group sentiment analysis To gain a measure of the overall sentiment of brand-focused groups set up on social networks, brand name searches were conducted across three major social network sites: Facebook, Bebo and MySpace. The top 20 brand-focused groups from each social network were reviewed to determine whether their overall tone was positive, negative or neutral. 5 UPS, ING and Philips were all disregarded from the study as the brand names are too generic and therefore provide unreliable figures, e.g. Philips is a common name. © immediate future Ltd.2008 6 immediate future Ltd, The Loft, Vine House, 143 London Road, Kingston upon Thames KT2 6NA t: 0845 408 2031 f: 0208 549 2605 m: 07803 898 511 e: info@immediatefuture.co.uk VAT registration No. 786 8830 62: Company No. 4709287 Registered office: 135 Notting Hill Gate W11 3LB
  • 6. In addition to the above, a sentiment value from Twitter was calculated by using a Twitter sentiment tool. This was then divided into positive, negative and neutral sentiment. The figures for each brand were derived from results across all social network types. The number of positive, negative and neutral groups, along with brand mentions, was then plotted into a graph for comparison. Brands’ share of voice in social media The research into share of voice allowed a snapshot of brand mentions in social media to be compiled. On its own, the share of voice analysis did not take into account the nature of the mentions, so, a sentiment analysis was used. The resulting snapshot can be seen as the first step in the discovery and mapping of a brand’s social media landscape and means brands can identify where the buzz is currently occurring. Consumer chatter surrounding a brand is of paramount importance, as it can affect that brand’s reputation. Unlike traditional methods of communicating on a mass scale (i.e. through newspapers and magazines), conversations online are unrestricted and can often be more extreme (in terms of the views expressed). It therefore becomes increasingly important for brands to actively monitor what is being said about them online, who exactly is saying it and how influential that source is. Monitoring is the first, and most vital, step in engaging with social media and participating in the conversation. For the purpose of this study, immediate future reviewed: The ‘blogosphere’ as a whole Micro-blogging site Twitter Forum search tool Board Reader Social networks Facebook, Bebo and MySpace Video sharing site YouTube Photo sharing site Flickr Social bookmarking site del.icio.us Social editorial site Digg © immediate future Ltd.2008 7 immediate future Ltd, The Loft, Vine House, 143 London Road, Kingston upon Thames KT2 6NA t: 0845 408 2031 f: 0208 549 2605 m: 07803 898 511 e: info@immediatefuture.co.uk VAT registration No. 786 8830 62: Company No. 4709287 Registered office: 135 Notting Hill Gate W11 3LB
  • 7. Share of voice for the Top 25 Brands IF IF RANK RANK Millward Brown Brand '08 '07 Change Interbrand 2007 2008 Google 1 1 0 Coca-Cola Google GE (General Yahoo! 2 2 0 Microsoft Electric) Apple 3 3 0 IBM Microsoft Sony 4 6 +2 GE Coca-Cola Disney 5 9 +4 Nokia China Mobile Nintendo 6 12 +6 Toyota IBM eBay 7 8 +1 Intel Apple Ford 8 10 +2 McDonald’s McDonald’s Microsoft 9 4 -5 Disney Nokia Canon 10 5 -5 Mercedes Marlboro Honda 11 16 +5 Citi Vodafone Mercedes 12 30 +18 Hewlett-Packard Toyota Toyota 13 22 +9 BMW Wal-Mart Gap 14 17 +3 Marlboro Bank of America Nike 15 28 +13 American Express Citi BMW 16 20 +4 Gillette HP Samsung 17 14 -3 Louis Vuitton BMW MTV 18 18 0 Cisco ICBC Dell 19 7 -12 Honda Louis Vuitton Starbucks 20 23 +3 Google American Express McDonald’s 21 41 +20 Samsung Wells Fargo Pepsi 22 32 +10 Merrill Lynch Cisco Nokia 23 15 -8 HSBC Disney Porsche 24 49 +25 Nescafé UPS Intel 25 21 -4 Sony Tesco The table above presents the results from the 2008 research. IF Rank ‘08 represents the 25 most discussed brands across the selected social media sites, with last year’s results shown under IF Rank ’07. The year on year change is also included, as well as the rankings for the Interbrand 2007 research and Millward Brown’s ‘Top 100 Most Powerful Brands’ 2008. The majority of brands in the IF top 25 have risen up the rankings from 2007 (15 go up, six down, with four staying the same), which reflects how these brands are increasingly being discussed in social media. Eight brands appear in all three top 25 rankings – Google, Disney, Ford, Gap, Nike, Pepsi, McDonald’s and Nokia. Comparing this with the Interbrand and Millward Brown rankings, it is the former which comes closest to reproducing the IF Ranks, with over half © immediate future Ltd.2008 8 immediate future Ltd, The Loft, Vine House, 143 London Road, Kingston upon Thames KT2 6NA t: 0845 408 2031 f: 0208 549 2605 m: 07803 898 511 e: info@immediatefuture.co.uk VAT registration No. 786 8830 62: Company No. 4709287 Registered office: 135 Notting Hill Gate W11 3LB
  • 8. of the Interbrand companies appearing in the IF results, compared to only 36% of brands appearing in both IF’s rankings and those of Millward Brown. When this year’s results are compared to those of 2007, the top three, Google, Yahoo! and Apple, remain in the same positions, whilst the rest of the 25 appear quite volatile, with only one other brand – MTV – maintaining its position from last year. It is no surprise that consumer electronics companies, including Sony, Nintendo and Apple, hold seven out of the top ten places, as technology enthusiasts (and detractors) feel at ease sharing information online and searching for each others’ opinions. However, it is interesting to note that Microsoft has dropped five places. This year’s results also show a strong presence from the automotive industry, with six brands featuring in the top 25. This is a two third increase on last year, with new entries from luxury car manufacturers Porsche and Mercedes. Not one brand shares the same position across all three rankings, which clearly demonstrates the difference between more financially based rankings and online voice. Only Google shares the same position in both IF and Milward Brown rankings - claiming the number one spot. However, there are a number of brands that feature both in the Interbrand and Milward Brown top 25, but not in IF’s ranking (Coca-Cola, IBM, General Electric, Citi, Hewlett Packard, American Express, Louis Vitton and Cisco). This shows the differences between the different financial values attributed by the other two rankings and the online chatter for these brands. The biggest downward mover on the chart is Dell (falling 12 places from last year), whilst Porsche, McDonald’s and Mercedes climbed 25, 20 and 18 places respectively. Meanwhile, Shell, Reuters and Amazon.com have all dropped out of the top 25. No financial institutions are found in the IF top 25, although they score highly on value and financial status in the other two rankings. © immediate future Ltd.2008 9 immediate future Ltd, The Loft, Vine House, 143 London Road, Kingston upon Thames KT2 6NA t: 0845 408 2031 f: 0208 549 2605 m: 07803 898 511 e: info@immediatefuture.co.uk VAT registration No. 786 8830 62: Company No. 4709287 Registered office: 135 Notting Hill Gate W11 3LB
  • 9. Brand share of voice in detail The graph above reveals where in the social media landscape conversations are currently taking place. It is interesting to note how the various brands fare in the different types of media, with no single brand managing to effectively position itself across every site. Google does, nonetheless, dominate many of the social media categories, coming in the top three for MySpace, Digg, Del.icio.us, Twitter, as well as in forums and blogs. Technology companies do consistently well in all categories, which reflects how people like to discuss technology products and services, through posts, video and photography. Their success can also be explained by the fact that early adopters are a dominant online presence in their area. Media takes the lion’s share of video sharing The past year has seen a significant increase in video uploads, with 129 million people visiting YouTube every month. This important medium (video sharing) also shows very different results from the other social media types, with large media companies dominating the chart. The top two positions are held by Disney and MTV, which reflects their respective areas of expertise – Disney’s place can be attributed to uploaded content from their films and cartoons and MTV features prominently thanks to its exclusive music videos. Consumer electronics brands have also accumulated increasing levels of buzz, with Nintendo coming in third - due to its range of content including console reviews, game clips, and user generated content (based on characters and in-game music). In fourth place, Sony also elicits a strong response from users, who are uploading videos of © immediate future Ltd.2008 10 immediate future Ltd, The Loft, Vine House, 143 London Road, Kingston upon Thames KT2 6NA t: 0845 408 2031 f: 0208 549 2605 m: 07803 898 511 e: info@immediatefuture.co.uk VAT registration No. 786 8830 62: Company No. 4709287 Registered office: 135 Notting Hill Gate W11 3LB
  • 10. products and clips of the crtitically acclaimed BRAVIA advert series6. Consumer electronics brands are able to create a strong bond and brand loyalty amongst their consumers, which results in brand advocacy (as consumers want to show off their purchases and talk about them with others). Camera tagging identifies brand mentions in photosharing Flickr, the online photo sharing network, demonstrates the link between site relevance and brand sector. Camera manufacturers all do well in this category, especially compared to their overall rankings. Canon and Samsung come first and second respectively, Sony6 fourth, and Kodak, 38th overall, reaches number seven. This is because people tend to either upload photos of the cameras themselves (as fans of specific products seem to be interested in sharing their own equipment experiences with others), or tag photos taken with cameras from these brands. Disney also fares well in Flickr, as it is a brand which lends itself well to imagery. Many people upload photos of holidays to branded theme parks, alongside pictures of their favourite cartoon characters. Audience is king for brand rankings on social networks The results surrounding social networks reflect the age demographic of those using them. Bebo, whose core user base is made up of teens and young adults, sees a strong showing by brands who are active in that age demographic. Ford features very prominently, which could be explained by it being a make of car which proves very popular with young adults both in the US and the UK. Disney also holds a high ranking, as it has a similar fanbase (in terms of age) as the Bebo audience. Zara, the clothing company, also attracts chatter amongst younger networkers, coming ninth in the Bebo chart (compared to 56th overall). Large technology brands, which dominate the other rankings, fare much worse here when exposed to a younger audience with just two brands making an appearance (Google, reaching number 22, and Microsoft, number 45). Only Apple matches its overall ranking, possibly due to the fact that the teen market regularly discusses Apple’s iPod and iPhone. MySpace, whose age demographic is slightly older than Bebo, comes closer to the overall IF top 25 rankings, though the table still shows its own peculiarities. Whereas Disney drops a couple of places (when compared to the Bebo results), MTV, which reflects both MySpace’s stated age demographic and its strong ties with the music scene, comes in fourth, compared to its 17th position in the Bebo chart (and its 18th position overall in the IF top 25). Pepsi, which has low rankings across the board, ended up in fifth place on MySpace (whilst the comparatively poor showing of rival Coca-Cola could be explained by the fact that people do not always refer to it by its full name). eBay also returns a high ranking (third), especially when compared to its 30th place in the Bebo rankings. This is most probably due to the fact that those too young to purchase from the site don’t talk about it (though it does provide slightly older teens and young adults somewhere to find bargains to suit their finances!). 6 Sony is an immediate future client © immediate future Ltd.2008 11 immediate future Ltd, The Loft, Vine House, 143 London Road, Kingston upon Thames KT2 6NA t: 0845 408 2031 f: 0208 549 2605 m: 07803 898 511 e: info@immediatefuture.co.uk VAT registration No. 786 8830 62: Company No. 4709287 Registered office: 135 Notting Hill Gate W11 3LB
  • 11. Aspirational luxury fashion brands also show up strongly in the MySpace rankings, with Gucci (15th in the MySpace chart / 46th overall), Prada (17th/41st), and Chanel (18th/37th) all appearing in the top twenty. Facebook’s rankings are most interesting when the lowest placed brands are considered. Despite all of them finishing in the top 40 in the Interbrand study, the big financial institutions – JPMorgan, Goldman Sachs, Morgan Stanley and Merrill Lynch – do not fare very well in the Facebook rankings. This is surprising, as the network still tends to attract an audience made up of young professionals, alongside students and graduates, many of whom work/aspire to work for such companies. All appear in the bottom 20 places of the Facebook rankings, with Morgan Stanley (in last position) inspiring no conversation whatsoever even though it has over 7,000 of its staff on the network! However, several corporations have introduced strict social networking policies over the last 12 months, which may explain their poor showing. Digg can highlight the negative too Digg also reflects the overall standings, with technology companies taking the top spots. However, higher rankings are not necessarily a positive sign, as people are just as likely to Digg negative stories as positive ones. Even though Nike only reaches number 35 in this chart, the top stories Dugg about it are generally observed to be positive. “The coolest shoes EVER! -- And I'm not kidding!”; Contrast this, however, with clothing company GAP (11th in the chart), whose most Dugg stories include “Nike Air McFlys From Back To “GAP Caught Using Child Labor To Produce ‘GAP The Future 2 To Be Released”; Kids’ Clothing” and computer manufacturer Dell (most of whose Dugg stories are also negative). However, Dell has actually dropped in this table, “Nike+iPod works with any shoe: from 12th position last year, which reflects the fact The 99-cent DIY shoe mod” that fewer negative stories are being written about them in 2008. Quotes about Nike found on Digg Blogs don’t care for car marques “Dell Call Center Salesman Goes As expected, technology brands continue to Insane - Leaked Recording”; dominate the blog rankings, though car brands do “Dell's new Vostro, crippled by surprisingly badly, with Honda only reaching 66th monumental keyboard screw spot, Porsche 35th, and BMW nearly failing to make up”; “Dell laptop explodes at the top 100, by coming in at no.95. Japanese conference (Pictures)” Tweeting hot on technology Quotes about Dell found on Digg Twitter returns results which also lean towards the technology sector, (as the microblogging network is mostly home to early adopters and the more tech savvy). Twitter has fast gained users (with visits to Twitter.com up eight fold over the equivalent figures last year), and its chart shows Google and Apple occupying positions one and two respectively. Starbucks also shows up very strongly (ranked at number six), but this could be explained by people writing ‘tweets’ about where they are (e.g. “having great fun catching up with Rob in Starbucks”). © immediate future Ltd.2008 12 immediate future Ltd, The Loft, Vine House, 143 London Road, Kingston upon Thames KT2 6NA t: 0845 408 2031 f: 0208 549 2605 m: 07803 898 511 e: info@immediatefuture.co.uk VAT registration No. 786 8830 62: Company No. 4709287 Registered office: 135 Notting Hill Gate W11 3LB
  • 12. Share of voice by industry sector As with last year, the Technology and Consumer Rank Brand Sector Electronics sectors lead the top ten (in terms of share 1 Google Technology of voice), but there are other areas which seem to be 2 Yahoo! Technology catching up and even, in some cases, overtaking Consumer them - including Media, FMCG and Automotive 3 Apple Electronics sectors. Consumer 4 Sony Electronics The Millward Brown BrandZ research recognises a 5 Disney Media ‘Technology Boom’ as this sector “accounted for 28 Consumer 6 Nintendo out of the Top 100 brands, outperforming all other Electronics categories in this year’s BrandZ Ranking”. 7 eBay FMCG Technology’s brand value growth of $187.5bn also 8 Ford Automotive accounted for more than half of the top 100’s total 9 Microsoft Technology increase. Consumer 10 Canon Electronics However, the IF social media conversation figures show a broad split of sectors across the top 100 places. Even though Technology and Consumer Electronics make up a quarter of the rankings, many other sectors now have a strong presence. As previously mentioned, the Automotive sector does well, with 13 brands, but it is Food & Drink (including fast food) that comes in second, with 15 brands involved. Again, Millward Brown recognises both these growth areas, with the Automotive sector experiencing a 7% growth - despite hikes in prices of crude oil and raw materials. The fast food sector also shows a very strong increase, of 27%, which Millward Brown puts down to “the introduction of healthier and higher quality alternatives to the menus of fast food restaurants”. The Financial Services sector, although not represented in IF’s top 25, does have 12 brands in the top 100. These results show that the public is having conversations about brands and products regardless of sector. This reflects the need for brands across the board to be aware of social media and to know who is saying what about them, to ensure they are not missing out on vital debates and potential key insights into consumer opinion. The chart below provides a breakdown of the Interbrand Top 100 global brands’ share of voice in social media, by industry sector. © immediate future Ltd.2008 13 immediate future Ltd, The Loft, Vine House, 143 London Road, Kingston upon Thames KT2 6NA t: 0845 408 2031 f: 0208 549 2605 m: 07803 898 511 e: info@immediatefuture.co.uk VAT registration No. 786 8830 62: Company No. 4709287 Registered office: 135 Notting Hill Gate W11 3LB
  • 13. Breakdown of brands share of voice by industry sector The complete table showing the top 100 brands’ share of voice across each of the social media sites can be found in Appendix 1. Consumer sentiment ‘Share of Voice’ illustrates the impact that a brand has on the general online conversation. It provides the starting point for understanding how consumers or businesses feel about a brand. Using this information, as well as observing who is leading these conversations and how they are linked, it is possible to identify which types of social media, such as blogs, networks, forums and wikis, a brand must monitor and engage with to help enhance advocacy and understanding (of the brand and its goals). Merely quantifying a brand’s share of voice is not enough. One must go further and understand the tone of the conversations that are taking place. Having a large share of voice does not guarantee brand equity if the overall sentiment of the conversation is negative. © immediate future Ltd.2008 14 immediate future Ltd, The Loft, Vine House, 143 London Road, Kingston upon Thames KT2 6NA t: 0845 408 2031 f: 0208 549 2605 m: 07803 898 511 e: info@immediatefuture.co.uk VAT registration No. 786 8830 62: Company No. 4709287 Registered office: 135 Notting Hill Gate W11 3LB
  • 14. It is easy to think of different social media being separate entities; however the content within the disparate media is highly connected through links, tags, and key words, all of which are picked up on by search engines. The result of this is that the total body of content relating to a subject, or a brand, will be aggregated on search engines, such as Google, creating greater visibility for your brand. However, it is also important to realise that negative sentiment can often make its way on to the first few search pages, as well as positive, and this will affect the way in which a brand is perceived by the consumer. Social network groups on sites such as Facebook and MySpace provide incredible insight into consumer sentiment about a brand. Social networks allow their users to publicly share photographs, videos, messages, and groups that they are members of, with their friends. Every day people are interacting within brand focused social networking groups that have been set up by other consumers. Popular groups can reach numbers in the hundreds of thousands and carry great influence as a result. © immediate future Ltd.2008 15 immediate future Ltd, The Loft, Vine House, 143 London Road, Kingston upon Thames KT2 6NA t: 0845 408 2031 f: 0208 549 2605 m: 07803 898 511 e: info@immediatefuture.co.uk VAT registration No. 786 8830 62: Company No. 4709287 Registered office: 135 Notting Hill Gate W11 3LB
  • 15. The consumer sentiment chart highlights the top 25 brands (in terms of social media share of voice and the sentiment towards them) across these social network groups. The conversations have been examined in greater detail, to further explain the above results. Starbucks tops the table in terms of positive sentiment, with the coffee house earning high levels of praise from its customers online. Initiatives such as offering two hours of free wi-fi per day, and My Starbucks’ Idea http://mystarbucksidea.force.com/home/home.jsp (where members of the public can suggest ways of improving the service, with the best ones actually implemented), have been well received by the online public. Pepsi has raised levels of positive chatter online for its brand through various online projects. The drinks brand launched a new campaign to encourage consumers to engage with a new social site Pepsiyouniverse. Using footballers David Beckham, Thierry Henry, Ronaldinho, Cesc Fabregas, Lionel Messi and Frank Lampard, the network allowed users to discover their 'visual DNA' - a set of images that define their personalities. There has been a strong response to the recent linkup between Pepsi and the BMI Foundation, Inc., to announce the opening of the Music Enrichment Fund Scholarship (a competition for young songwriters and composers). Pepsi has also launched a campaign in the U.S. to both communicate the benefits of aluminium can recycling and encourage consumers to make recycling a part of their daily routine. By engaging with social media, Pepsi has amplified the conversation in social network groups and created positive brand sentiment online. The Automotive sector holds one of the strongest positions, with Honda, Porsche, Ford, Mercedes and Toyota all showing high positive brand sentiment and, crucially, low negative reaction. This is possibly due to cars being a strong consumer passion point, offering powerful emotional engagement. Honda has championed technology, reliability and longevity in its activity. It has also proactively engaged with online communities and this strategy now appears to be paying off - with increased chatter. This year, Honda has clocked the best performance of any major player in the U.S. market. Nintendo features (favourably) in a number of groups, following the success of the Wii. A recent video of a girl hula hooping whilst playing the Wii Fit has received two million hits on YouTube and the figures are rising rapidly (http://www.youtube.com/watch?v=v31qxrXsxv0). This is a great example of how an audience, strongly advocating a brand, creates content. Nintendo’s constant innovation and its continual release of new games and products provides its customers, online communities and fan bases with the necessary stimuli to generate buzz and chatter. The results for Canon are interesting, as there seems to be a very positive sentiment both towards the products and the brand itself. However, there was a growth of negative chatter in January 2008 when Canon, a major sponsor of projects to save endangered species, refused a Greenpeace request to condemn the Japanese government's whaling programme. © immediate future Ltd.2008 16 immediate future Ltd, The Loft, Vine House, 143 London Road, Kingston upon Thames KT2 6NA t: 0845 408 2031 f: 0208 549 2605 m: 07803 898 511 e: info@immediatefuture.co.uk VAT registration No. 786 8830 62: Company No. 4709287 Registered office: 135 Notting Hill Gate W11 3LB
  • 16. Greenpeace launched a worldwide appeal, calling on Canon's customers to urge the company to change both its own and the government's minds and add its voice to the international call for an end to the hunt. Immediately, more than 138,000 people joined the Greenpeace petition, which was executed in an extremely timely tactical manner online – via various social networks (such a Facebook and Bebo) and through relationships developed with passionate bloggers. The result was a strong wave of negative sentiment towards the brand. McDonald’s, Microsoft and eBay all suffer as a result of strong negative sentiment towards them. In the case of eBay, one of the root causes of this negative dialogue is its partnership and affiliation with PayPal. PayPal receives a huge amount of criticism online, with many active forums and communities of disgruntled customers (and ex- employees) exchanging details of their negative experiences (e.g. www.paypalsucks.com). For example, a recent announcement that eBay had forced Australian users on to a PayPal-only system was met by a barrage of online criticism (http://www.theregister.co.uk/2008/04/10/ebay_australia_paypal/). Also, reports of phishing emails targeted at PayPal and eBay users have triggered negative online conversations, which reflect the unease and uncertainty of users. Buzz and sentiment in social media Social media is not only changing the face of marketing but also the manner in which news is disseminated and brands are perceived. Kevin Rose, founder of social bookmarking site Digg, explained, “People want to have a voice and a say in what is news. (…) It's about seeing what the masses want to surface, which articles they are finding the most interesting, and oftentimes they unearth and promote stories to the front page that you wouldn't find anywhere else; that would be buried on a traditional news site.” The ‘brands in social media’ research document is a snapshot into a world that is ever changing. Social media evolves continuously, with new tools, forms and consumers appearing every day. Brands wanting to fully understand their position in social media should treat this document as raw, topline information. Comprehensive research into influence and sentiment, as well as stakeholder analysis, is required for a more accurate picture of a brand’s online share of voice and the type of sentiment expressed towards it within social media conversations. Social media is a global phenomenon in which old demographics no longer apply. Conversations happen at the click of a button. New communities are born every day and brands need to be involved; in the first instance to listen, and then to participate. Brands need to offer consumers reasons to initiate and continue conversations and, eventually, become advocates. It is important to realise that brands cannot and should not try to control conversations. However, through a proper understanding of the environments which they enter and the tools which they use, brands can develop a powerful network of advocates who will, in turn, continue to spread the message on their behalf. © immediate future Ltd.2008 17 immediate future Ltd, The Loft, Vine House, 143 London Road, Kingston upon Thames KT2 6NA t: 0845 408 2031 f: 0208 549 2605 m: 07803 898 511 e: info@immediatefuture.co.uk VAT registration No. 786 8830 62: Company No. 4709287 Registered office: 135 Notting Hill Gate W11 3LB
  • 17. About immediate future Connecting you directly with your online audience, immediate future helps you gain positive profile, increases your visibility, generates demand and drives website visitors for branding, acquisition, partnership or sales association. Online PR and social media relations are not a ‘nice to have’. They are essential in a connected and online-savvy world. Your audience is online. They are researching, purchasing, searching and forming opinions and ideas based on information found on websites, news sites and search engines. Tap into this activity and you stand to gain. Online PR and social media initiatives immediate future’s online PR initiatives help you establish credibility. We create positive reviews, comment and conversations across the web. Backed with authoritative content in influential online press, your online PR campaign increases awareness and positive reputation. Measurable online PR What you will appreciate most though, is that online PR is so measurable. A quick review of your web analytics, search rankings, news placements, link building and buzz trends immediately reveals the impact you are making online. immediate future can create and execute an annual programme, profile raising campaigns, or provide in-depth consultancy. Based on our experience in implementing successful online PR and social media PR, we can bring you benefits that positively impact your reputation and your bottom line. www.immediatefuture.co.uk © immediate future Ltd.2008 18 immediate future Ltd, The Loft, Vine House, 143 London Road, Kingston upon Thames KT2 6NA t: 0845 408 2031 f: 0208 549 2605 m: 07803 898 511 e: info@immediatefuture.co.uk VAT registration No. 786 8830 62: Company No. 4709287 Registered office: 135 Notting Hill Gate W11 3LB
  • 18. Appendix Appendix 1: Share of voice rankings IF IF Interbrand Millward Blog YouTube MySpace Bebo Flickr Digg Del.icio.us Facebook Twitter Forums Brand Rank Rank Top 100 Brown Search 2008 2007 BrandZ 1 Google 1 20 1 1 5 2 20 8 2 1 19 1 3 2 Yahoo! 2 55 62 2 7 6 6 6 6 3 44 4 1 3 Apple 3 33 7 7 6 9 4 5 1 4 51 2 7 4 Sony 6 25 n/a 6 4 24 21 4 3 9 9 9 5 5 Disney 9 9 23 17 1 8 5 3 12 19 15 12 11 6 Nintendo 12 44 n/a 18 3 11 16 29 5 14 13 15 8 7 eBay 8 48 65 5 22 3 28 18 7 7 53 7 2 8 Ford 10 41 68 11 9 14 2 9 14 21 47 21 6 9 Microsoft 4 2 3 4 13 23 42 21 4 2 40 5 4 10 Canon 5 36 54 10 19 37 44 1 18 13 8 14 14 11 Honda 16 19 37 66 10 7 11 13 19 23 3 33 9 12 Mercedes 30 10 36 20 14 22 9 17 33 36 12 38 20 13 Toyota 22 6 12 19 16 25 24 19 15 25 57 34 15 14 Gap 17 61 n/a 26 25 19 8 16 10 24 37 24 17 15 Nike 28 29 53 28 15 20 12 25 32 28 24 30 24 16 BMW 20 13 17 90 11 27 19 12 22 22 1 31 10 17 Samsung 14 21 58 8 32 60 48 2 16 18 33 25 18 18 MTV 18 52 n/a 87 2 4 15 34 20 29 28 18 28 19 Dell 7 31 41 81 12 17 26 14 46 12 46 10 12 20 Starbucks 23 88 56 46 38 12 17 20 17 34 39 6 31 21 McDonald’s 41 8 8 54 44 10 13 43 11 44 14 20 30 22 Pepsi 32 26 39 45 26 5 14 40 28 47 11 26 34 23 Nokia 15 5 9 88 20 44 46 10 23 10 25 8 19 24 Porsche 49 75 28 32 17 30 39 15 30 37 29 43 21 © immediate future Ltd.2008 19 immediate future Ltd, The Loft, Vine House, 143 London Road, Kingston upon Thames KT2 6NA t: 0845 408 2031 f: 0208 549 2605 m: 07803 898 511 e: info@immediatefuture.co.uk VAT registration No. 786 8830 62: Company No. 4709287 Registered office: 135 Notting Hill Gate W11 3LB
  • 19. IF IF Interbrand Millward Blog YouTube MySpace Bebo Flickr Digg Del.icio.us Facebook Twitter Forums Brand Rank Rank Top 100 Brown Search 2008 2007 BrandZ 25 Intel 21 7 27 12 31 47 68 39 9 15 42 16 13 26 IBM 27 3 6 16 56 31 56 38 27 8 50 19 33 27 Nissan 35 98 59 22 18 29 23 27 37 35 22 44 22 28 LG 25 97 n/a 9 29 1 36 26 97 30 36 27 23 29 Coca-Cola 45 1 4 43 28 26 29 33 21 62 2 23 47 30 Oracle 29 27 26 24 55 36 63 50 36 11 52 17 29 31 Audi 46 68 n/a 21 21 39 30 23 31 32 6 37 40 32 Ikea 44 38 86 47 51 46 47 22 35 26 23 11 50 33 Amazon.com 19 62 61 3 27 33 93 62 25 5 77 28 16 34 adidas 42 69 n/a 34 33 34 22 41 45 39 38 47 42 35 Motorola 26 77 92 15 46 66 70 32 24 20 49 35 26 36 Volkswagen 51 54 96 27 30 56 54 24 40 33 16 55 48 37 Chanel 37 58 85 40 40 16 10 44 74 56 30 54 39 38 Kodak 31 82 n/a 35 50 48 49 7 41 38 48 48 43 39 Panasonic 33 78 n/a 13 39 68 79 11 38 27 78 39 27 40 KFC® 47 60 n/a 57 43 32 18 45 43 68 31 36 46 41 Prada 39 94 n/a 41 47 15 33 49 64 49 32 49 41 42 Cisco 36 18 22 31 59 35 53 46 29 16 92 29 44 43 Citi 79 11 15 53 80 43 65 69 8 6 68 3 52 44 BP 43 84 n/a 23 34 28 35 37 79 40 45 41 90 45 Reuters 11 76 n/a 30 65 64 87 63 13 17 76 13 32 46 Gucci 38 46 79 39 52 13 27 85 57 54 26 62 45 47 Lexus 53 92 n/a 95 42 49 37 47 39 45 41 56 25 48 Avon 54 65 94 37 58 40 34 31 77 51 56 46 51 49 Kraft 24 86 n/a 38 60 51 41 60 69 46 10 52 55 Johnson & 50 Johnson 67 90 n/a 77 8 21 1 48 26 48 73 94 88 51 SAP 34 34 29 93 54 80 73 35 61 43 7 22 36 52 Siemens 52 43 47 14 63 41 59 64 60 31 96 45 53 53 Pizza Hut 58 74 n/a 69 57 38 31 59 50 83 43 40 59 © immediate future Ltd.2008 20 immediate future Ltd, The Loft, Vine House, 143 London Road, Kingston upon Thames KT2 6NA t: 0845 408 2031 f: 0208 549 2605 m: 07803 898 511 e: info@immediatefuture.co.uk VAT registration No. 786 8830 62: Company No. 4709287 Registered office: 135 Notting Hill Gate W11 3LB
  • 20. IF IF Interbrand Millward Blog YouTube MySpace Bebo Flickr Digg Del.icio.us Facebook Twitter Forums Brand Rank Rank Top 100 Brown Search 2008 2007 BrandZ 54 Budweiser® 76 30 70 74 48 42 45 54 53 79 18 61 62 American 55 Express 40 15 20 29 72 54 76 84 47 57 64 66 38 56 Zara 66 64 84 60 36 53 7 51 90 77 17 42 70 57 Hyundai 59 72 n/a 25 45 65 66 65 63 50 55 59 37 58 HSBC 62 23 35 50 64 79 55 52 71 42 21 53 57 59 Marlboro 73 14 10 62 49 52 57 57 72 80 4 64 73 60 General Electric 48 4 2 58 23 18 86 81 58 72 35 91 49 61 Harley-Davidson 61 45 72 96 35 45 61 28 49 66 59 79 56 62 Rolex 65 71 n/a 51 66 70 60 53 52 58 66 73 35 63 Heinz 74 53 n/a 42 41 97 43 96 67 59 20 60 65 64 Caterpillar 64 66 n/a 52 88 55 67 30 59 60 65 58 76 65 UBS 72 39 64 59 37 84 83 78 44 55 75 32 69 66 Xerox 71 56 n/a 36 78 77 78 74 48 41 74 50 77 67 Louis Vuitton 55 17 19 80 81 62 50 61 73 63 27 70 72 68 Hermès 60 73 76 44 53 73 96 56 82 53 62 67 54 69 Hewlett-Packard 56 12 16 33 89 57 82 42 34 70 95 80 64 70 Nestlé 75 63 n/a 61 69 82 94 55 89 61 5 57 74 71 Smirnoff 80 91 n/a 83 61 50 32 71 81 87 54 63 75 72 Gillette 83 16 30 68 73 72 51 66 55 76 67 76 60 73 Wrigley 96 59 n/a 82 70 75 52 36 70 85 60 65 71 74 Shell 13 93 n/a 94 24 89 3 93 51 82 82 96 61 75 Burberry 57 95 n/a 49 87 83 40 73 95 78 34 81 66 76 Cartier 69 83 80 48 67 71 58 58 92 71 58 84 81 77 Hertz n/a 100 n/a 56 76 67 62 76 62 74 83 69 63 78 Colgate 68 57 71 73 68 58 69 70 84 84 61 72 79 79 Hennessy 87 87 n/a 79 79 59 25 75 75 86 72 90 83 80 Accenture 85 50 49 78 90 69 84 67 66 52 71 68 92 81 Kleenex 78 70 n/a 85 82 74 80 77 80 90 63 51 68 82 L’Oréal 89 51 38 75 62 87 38 72 88 92 79 74 84 © immediate future Ltd.2008 21 immediate future Ltd, The Loft, Vine House, 143 London Road, Kingston upon Thames KT2 6NA t: 0845 408 2031 f: 0208 549 2605 m: 07803 898 511 e: info@immediatefuture.co.uk VAT registration No. 786 8830 62: Company No. 4709287 Registered office: 135 Notting Hill Gate W11 3LB
  • 21. IF IF Interbrand Millward Blog YouTube MySpace Bebo Flickr Digg Del.icio.us Facebook Twitter Forums Brand Rank Rank Top 100 Brown Search 2008 2007 BrandZ 83 AIG n/a 47 98 72 83 63 64 79 86 75 88 78 80 84 Allianz n/a 80 n/a 55 71 91 85 68 76 73 90 85 94 85 Nescafé 93 24 n/a 86 75 92 88 83 78 93 69 71 58 86 Merrill Lynch 84 22 74 67 95 85 91 95 54 69 85 77 78 87 JPMorgan 86 32 75 76 91 61 90 87 68 65 91 88 82 88 Goldman Sachs 81 35 57 71 92 94 92 88 56 64 80 97 67 89 AXA n/a 49 97 65 77 86 72 82 87 81 84 82 91 90 Nivea 91 96 n/a 64 74 81 71 80 96 88 89 83 85 91 Morgan Stanley 82 37 63 70 94 88 77 86 42 97 97 75 97 92 Duracell 94 89 n/a 63 86 90 74 90 94 89 86 89 87 93 Tiffany & Co. 97 79 n/a 89 93 78 81 91 83 67 94 92 86 94 Polo RL n/a 99 n/a 91 97 76 95 97 65 96 70 95 89 95 Danone 98 67 n/a 84 84 95 89 92 91 91 81 86 95 96 Kellogg’s 95 40 n/a 97 85 93 75 94 85 94 87 87 93 97 Moët & Chandon 100 85 n/a 92 96 96 97 89 93 95 93 93 96 © immediate future Ltd.2008 22 immediate future Ltd, The Loft, Vine House, 143 London Road, Kingston upon Thames KT2 6NA t: 0845 408 2031 f: 0208 549 2605 m: 07803 898 511 e: info@immediatefuture.co.uk VAT registration No. 786 8830 62: Company No. 4709287 Registered office: 135 Notting Hill Gate W11 3LB