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An analysis of top 100 most valuable brandson Social MediaJuly 2012
• Company specialised in Social Media Monitoring and Analytics  • 140+ listening projects in 26 industries and 7 markets i...
–           Analyse the social media strategy of the best global           brands according to Brandz TOP 100 MOST VALUABL...
"                                                                             "http://www.millwardbrown.com/libraries/opti...
-
Separatore sotn© Blogmeter 2012 I www.blogmeter.it   6
–Initial Mapping:• To find the brands social profiles we referred to the companies’ global     websites (if a brand had a ...
–
70      60      50      40      30      20      10       070%           9
70                68%      60      50      40      30      20      10       070%           10
70                68%      60      50      40      30      20      10       070%                51%           11
68%      22%   70            60                            5%            50            40            30            20     ...
–    +++   22%    + + + 14%    + + + 9%    +++    8%       13
–
Data updated: 30/06/2012© Blogmeter 2012 I www.blogmeter.it   15
5/10 are food & beverage                                                   brandsData updated: 30/06/2012© Blogmeter 2012 ...
Data updated: 30/06/2012© Blogmeter 2012 I www.blogmeter.it   17
Over 140 millions fans for                                              the top 5 fanpages!Data updated: 30/06/2012© Blogm...
Over 50 millions fans for                                             the top 5 fanpages!Data updated: 30/06/2012© Blogmet...
Over 40 millions fans for                                      -          the top 5 fanpages!Data updated: 30/06/2012© Blo...
Over 40 millions fans for                                             the top 5 fanpages!Data updated: 30/06/2012© Blogmet...
Across many industries:                                                                                   ?    from automo...
50% of the fanpages are                                                                           ?        among the most ...
CREATIVITY & IRONY..                      ASPIRATIONAL..                                      PICTURES..                  ...
–
Data updated 28/06/2012.© Blogmeter 2012 I www.blogmeter.it   26
widespread, fast, emotional..                                           6/10 are food & beverage brandsData updated 28/06/...
–Data updated 28/06/2012.© Blogmeter 2012 I www.blogmeter.it   28
–                                             Looking for the relationship                                           betwe...
–                                        ELECTRONICS, TECH AND INTERNET                                      have better K...
TELECOM & BANKING are the                                           industries that tweet the mostData updated 28/06/2012....
The official home of O2 UK on                                              Twitter. Run by the social                     ...
n° following                    n° following              1              Starbucks                77.939    Goldman Sachs ...
n° following                   n° following          1             Starbucks               77.939    Goldman Sachs        ...
–                 (n° followers)(n° following)                    (Klout score)                 (n° tweets)
Food & beverage36
Electronics     Retail e-commerce37
Banking     Telecom38
Food & beverageBanking                  39
Food & beverageFood & beverage             ElectronicsBanking                     Retail e-commerce                       ...
Local accounts also to promote                              vacancies           or           careers.                     ...
…    42
? only                         5        brands out of 100 have a link to the official                                     ...
-              product                     inspirations,   pin deals             promotion                      pictures, ...
142                                  brands out of 100 have the link to the official                                  Goog...
–                                                             Redbull posts the same                                      ...
47
-o   DIFFERENT MAGNITUDE: McDonald’s global    Facebook Page has over 20million fans,    whereas the Italian one “I mille ...
–     o   DIFFERENT MAGNITUDE : the international         account has 5 times the followers of the         Italian one.   ...
Separatore sotn© Blogmeter 2012 I www.blogmeter.it   50
• About 70% of world’s most valuable brands have a Facebook  and/or Twitter profile.• 22% of the analysed brands use more ...
product manager                      social media analyst              marketing@blogmeter.eu              http://twitter....
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Blogmeter top brands on social media 2012

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An analysis of the top 100 most valuable brands (according to Brandz report) presence on social media.
Do global brands prefer a global profile or different local ones?
How many profiles do they activate?
On which social media and social networks?

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Transcript of "Blogmeter top brands on social media 2012"

  1. 1. An analysis of top 100 most valuable brandson Social MediaJuly 2012
  2. 2. • Company specialised in Social Media Monitoring and Analytics • 140+ listening projects in 26 industries and 7 markets in 2011 • Offices in Milan, Rome, Turin and Madrid • Proprietary analysis tools and professional consultancy Online Reputation Fans profiling & Social Analytics Monitoring influencers mapping© Blogmeter 2012 I www.blogmeter.it 2
  3. 3. – Analyse the social media strategy of the best global brands according to Brandz TOP 100 MOST VALUABLE GLOBAL BRANDS report in order to identify best practices and respond to the following questions: • Global Vs local profiles? • Which social media have the greatest penetration? • Identify the best content strategies.© Blogmeter 2012 I www.blogmeter.it 3
  4. 4. " "http://www.millwardbrown.com/libraries/optimor_brandz_files/2011_brandz_top100_chart.sflb.ashx 4
  5. 5. -
  6. 6. Separatore sotn© Blogmeter 2012 I www.blogmeter.it 6
  7. 7. –Initial Mapping:• To find the brands social profiles we referred to the companies’ global websites (if a brand had a social profile but was not communicated in the global website we didn’t consider it);• International profiles have been considered even when the language used wasn’t English;Twitter and Facebook specific analysis:• Only one profile per brand per social network has been considered;• If brands had more than one account on the same social network we chose the one with the corporate name (or the brand specific one);• If several accounts were available and no one was specifically corporate we chose the most followed one;Tools:The analysis has been carried out by the Blogmeter social analysis teamusing Blogmeter’s Social Analytics tools. 7
  8. 8.
  9. 9. 70 60 50 40 30 20 10 070% 9
  10. 10. 70 68% 60 50 40 30 20 10 070% 10
  11. 11. 70 68% 60 50 40 30 20 10 070% 51% 11
  12. 12. 68% 22% 70 60 5% 50 40 30 20 1014% 0 13%70% 7% 51% 12
  13. 13. – +++ 22% + + + 14% + + + 9% +++ 8% 13
  14. 14.
  15. 15. Data updated: 30/06/2012© Blogmeter 2012 I www.blogmeter.it 15
  16. 16. 5/10 are food & beverage brandsData updated: 30/06/2012© Blogmeter 2012 I www.blogmeter.it 16
  17. 17. Data updated: 30/06/2012© Blogmeter 2012 I www.blogmeter.it 17
  18. 18. Over 140 millions fans for the top 5 fanpages!Data updated: 30/06/2012© Blogmeter 2012 I www.blogmeter.it 18
  19. 19. Over 50 millions fans for the top 5 fanpages!Data updated: 30/06/2012© Blogmeter 2012 I www.blogmeter.it 19
  20. 20. Over 40 millions fans for - the top 5 fanpages!Data updated: 30/06/2012© Blogmeter 2012 I www.blogmeter.it 20
  21. 21. Over 40 millions fans for the top 5 fanpages!Data updated: 30/06/2012© Blogmeter 2012 I www.blogmeter.it 21
  22. 22. Across many industries: ? from automotive, to banking to telecom! (Engagement Rate = share + comments + likes of fans on brand posts*1.000/total fans)Period: 1/06/2012 – 30/06/2012 – minimum fanbase considered 374.922 (median value of ranked global fanpages)© Blogmeter 2012 I www.blogmeter.it 22
  23. 23. 50% of the fanpages are ? among the most followed in their industry! (Engagement Rate = share + comments + likes of fans on brand posts*1.000/total fans)Period: 1/06/2012 – 30/06/2012© Blogmeter 2012 I www.blogmeter.it 23
  24. 24. CREATIVITY & IRONY.. ASPIRATIONAL.. PICTURES.. EMPATHY..Period: 1/06/2012 – 30/06/2012© Blogmeter 2012 I www.blogmeter.it 24
  25. 25.
  26. 26. Data updated 28/06/2012.© Blogmeter 2012 I www.blogmeter.it 26
  27. 27. widespread, fast, emotional.. 6/10 are food & beverage brandsData updated 28/06/2012.© Blogmeter 2012 I www.blogmeter.it 27
  28. 28. –Data updated 28/06/2012.© Blogmeter 2012 I www.blogmeter.it 28
  29. 29. – Looking for the relationship between KLOUT and FOLLOWERSData updated 28/06/2012.© Blogmeter 2012 I www.blogmeter.it 29
  30. 30. – ELECTRONICS, TECH AND INTERNET have better Klout score than the amount of followersData updated 28/06/2012.© Blogmeter 2012 I www.blogmeter.it 30
  31. 31. TELECOM & BANKING are the industries that tweet the mostData updated 28/06/2012.© Blogmeter 2012 I www.blogmeter.it 31
  32. 32. The official home of O2 UK on Twitter. Run by the social media team. We’re helping wherever we can. We are official Bank of America Twitter reps, here to help, listen & learn from our customers. Tweet with Bank of America reps 8-8 ET Mon-Fri.Data updated 28/06/2012.© Blogmeter 2012 I www.blogmeter.it 32
  33. 33. n° following n° following 1 Starbucks 77.939 Goldman Sachs 0 2 Coca Cola 67.674 Petrobras 0 3 Pepsi 44.798 Santander 0 4 Redbull 42.472 City 0 5 Subway 34.614 Sberbank 1 6 The Home Depot 34.504 Bradesco 14 7 Samsung 33.783 MTC 14 8 Telcel 29.120 Barclays 19 9 Bank of America 24.624 Tesco 52 10 American Express 18.165 Amazon 55Data updated 28/06/2012.© Blogmeter 2012 I www.blogmeter.it 33
  34. 34. n° following n° following 1 Starbucks 77.939 Goldman Sachs 0 2 Coca Cola 67.674 Petrobras 0 3 Pepsi 44.798 Santander 0 4 Redbull 42.472 City 0 5 Subway 34.614 Sberbank 1 6 The Home Depot 34.504 Bradesco 14 7 Samsung 33.783 MTC 14 8 Telcel 29.120 Barclays 19 9 Bank of America 24.624 Tesco 52 10 American Express 18.165 Amazon 55 Comparison with: Top 10 Followers – Top 10 Tweet – Top 10 KloutData updated 28/06/2012.© Blogmeter 2012 I www.blogmeter.it 34
  35. 35. – (n° followers)(n° following) (Klout score) (n° tweets)
  36. 36. Food & beverage36
  37. 37. Electronics Retail e-commerce37
  38. 38. Banking Telecom38
  39. 39. Food & beverageBanking 39
  40. 40. Food & beverageFood & beverage ElectronicsBanking Retail e-commerce Banking Telecom 40
  41. 41. Local accounts also to promote vacancies or careers. Follow Coca-Cola HBC Italy to be up to date on our news, promotions and job opportunities.© Blogmeter 2012 I www.blogmeter.it 41
  42. 42. … 42
  43. 43. ? only 5 brands out of 100 have a link to the official Pinterest profile on their website only 2 brands have a Pinterest profile dedicated to Italy (Telecom + Tim) all brands with an official Pinterest profile 3 already have official profiles on at least more social networks© Blogmeter 2012 I www.blogmeter.it 43
  44. 44. - product inspirations, pin deals promotion pictures, mentions© Blogmeter 2012 I www.blogmeter.it 44
  45. 45. 142 brands out of 100 have the link to the official Google Plus profile on their website (across industries) of them have less than 3 public updates in total #1 addition to circles +979.494 additions© Blogmeter 2012 I www.blogmeter.it 45
  46. 46. – Redbull posts the same content on both pages +917.137 >28millions Addition to circles Fans on Facebook© Blogmeter 2012 I www.blogmeter.it 46
  47. 47. 47
  48. 48. -o DIFFERENT MAGNITUDE: McDonald’s global Facebook Page has over 20million fans, whereas the Italian one “I mille volti di McDonald’s” has over 44 thousand of them.o UPDATE: both pages are not updated every day but only a few times a month. However, the Italian page is updated more often than the international one..o DEDICATED CONTENT: the Italian page is not just the global page translated into Italian. On the Italian page there is country-specific content and a strong attention to italianity. (e.g. football matches of the Italian team during Euro 2012, Italian ingredients in sandwiches, etc).o FAN ENGAGAMENT: also thanks to its lower fanbase, the Italian page is more able than the international one to fuel individual fans participation.© Blogmeter 2012 I www.blogmeter.it 48
  49. 49. – o DIFFERENT MAGNITUDE : the international account has 5 times the followers of the Italian one. o METRICS: the international account has a Klout score of 64, whereas the Italian one has a Klout score of 47. o CONTENTS: the Italian account tweets more than the international one (compared to the total amount of tweets). The international account is mainly used to share videos and fashion shows, whereas the Italian one engages more in conversations and retweets many famous Italian influencers (e.g. Franca Sozzani, Chiara Ferragni, … ).© Blogmeter 2012 I www.blogmeter.it 49
  50. 50. Separatore sotn© Blogmeter 2012 I www.blogmeter.it 50
  51. 51. • About 70% of world’s most valuable brands have a Facebook and/or Twitter profile.• 22% of the analysed brands use more than one Twitter profile and 14% more than one Facebook profile.• There is an «ideal path» that leads to niche social media starting from mainstream ones.• The world’s biggest brands have a tendency to stay global.• Not just one social media: winning strategies are built through a coordinated management of the brand’s online presence. The whole is greater than the sum of the parts!• To conclude: the journey is better when shared! Conversation and brand participation always win.© Blogmeter 2012 I www.blogmeter.it 51
  52. 52. product manager social media analyst marketing@blogmeter.eu http://twitter.com/blogmeter www.blogmeter.eu www.facebook.com/Blogmeter www.slideshare.net/Blogmeter
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