Social Brands 100 2013 Methodology

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Social Brands 100 was created by Headstream in 2011 as an initiative to identify and acknowledge brands leading the way in social.

The research combines qualitative and quantitative analysis. Nominated brands' social interactions on Twitter, Facebook and YouTube are monitored by social media analytics partner Socialbakers. Headstream surveys and interviews nominated brands to benchmark behaviours and identify emerging platforms and trends. The findings combine to create the final ranking and report, which will be published in May 2013.

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Social Brands 100 2013 Methodology

  1. 1. Methodology2013 in partnership with © Lawton Communications Group Ltd
  2. 2. Purpose• Social Brands 100 is an annual initiative to identify and acknowledge brands leading the way in social• Social Brands 100 exists to: – Identify high performing brands active in social media – Benchmark performance across companies and industries – Gain insight into the trends and patterns around high performers – Investigate maturity levels across all social brands in partnership with © Lawton Communications Group Ltd
  3. 3. Process• Nominations are crowd-sourced. Brands nominated in previous years are automatically included• Socialbakers monitors brands for six weeks to measure external performance and calculate the data score• Headstream surveys brands to understand their level of social maturity• The ranking is compiled and final report published in partnership with © Lawton Communications Group Ltd
  4. 4. Methodology• The methodology is based on measuring the three core principles of what makes social brands: – Win-win relationships – Active listening – Appropriate social behaviour• Adopting these principles consistently creates positive effects in social spaces• These effects can be measured through a series of ‘observable markers’ of behaviour and interactions between people (including brands) in social spaces• Using percentiles, we are able to assess the brands behaviour relative to the total data set in partnership with © Lawton Communications Group Ltd
  5. 5. Data score detailThe following slides outline:• Which platforms are used to analyse social interactions• The relative weighting given to each platform• An overview of the observable markers analysed on each platform• A description of each marker and what each one can tell us about a brand’s social performance in partnership with © Lawton Communications Group Ltd
  6. 6. Weightings by platform We feel these weightings reflect the importance of the platforms in building a social brand. in partnership with © Lawton Communications Group Ltd
  7. 7. Observable markers by platform •Average post engagement rate (ER) •Video views growth •Fan growth •Subscriber growth •Response rate •Channel engagement rate •Response time •Channel Like/Dislike ratio•Follower growth•Average tweet engagement rate•Total mentions•Response rate•Response time in partnership with © Lawton Communications Group Ltd
  8. 8. Facebook markers Likes + Comments + Shares Time taken by # wall posts administrators to respond Total Fans Response Average Post to posts by users time ER Response Fan Growth rate Number of posts by users Increase in the number of responded to by the fans of the page administrators in partnership with © Lawton Communications Group Ltd
  9. 9. Twitter markers Increase in the number of followers Time taken by administrators to respond to posts by users Follower Response time growth Average Tweet Replies + Retweets Number of posts by users Response rate No. of tweets responded to be the Engagement No. of Followers administrators rate Total Mentions Number of tweets from the account in partnership with © Lawton Communications Group Ltd
  10. 10. YouTube markers Ratio of Likes/Dislikes across Increase in video views all videos on the channel Channel Like/Dislike Video views ratio growth Channel Subscriber Engagement Likes + Dislikes + Comments growth Increase in subscriber rate Subscribers numbers in partnership with © Lawton Communications Group Ltd
  11. 11. www.socialbrands100.comin partnership with © Lawton Communications Group Ltd

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