Social Brands 100 2013 Launch

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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.

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Social Brands 100 2013 Launch

  1. 1. #sb100
  2. 2. Social Brands 100Social Brands 100
  3. 3. Win-winrelationshipsActivelisteningAppropriatebehaviourSocial brandprinciples
  4. 4. Win-winrelationshipsWhat is asocial brand?External Measures
  5. 5. 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 time15%45%40%
  6. 6. Feb – Identify brandsMar/Apr – Analytics & SurveysMay - AnalysisWhat happened when?
  7. 7. CrowdSourcedPastNomineesSocialbakersMonitoring(UK)Where the brandscame from
  8. 8. TheFindings
  9. 9. 20
  10. 10. Don’t get too comfortable
  11. 11. Social Brands 100“I’m afraid this page isn’tavailable to mobile users...It’s available on thedesktop site.”
  12. 12. Social Brands 100I only use Twitteron my phone.“”OK thanks.
  13. 13. TheFindings
  14. 14. Customer ServiceEngagement
  15. 15. BattlefieldElectronic Arts
  16. 16. BattlefieldElectronic ArtsConsistency
  17. 17. BattlefieldElectronic ArtsConsistencyDepth
  18. 18. Industries25%Retail11%FMCG15%Travel15%Charity5%Pub &Media
  19. 19. Industries: Retail25% ofranking15%Charity1No.!"#$%&()%*+,-..)7)/%1/+35,"#$%&,8/#$%&$>"4*&"%+12/)/@/1%$&-6A)0", B6C/,#" D6>)6E%)1/*, F6A&+$GH I6J%$1)",/ K6!/&=)$+0/, L6M/N1 O6A88&$%*#/,P*&$*/ Q6E%)<,%*+!8/*#/) 72%)L6JJSQ6()$1$,U*1/)D6UA![F6C2/U16% oflonglist
  20. 20. Industries: Retail15%Charity1No.Top industryGood customer service scoresLower engagement on Facebook
  21. 21. Industries: Travel15%Charity1No.15%Charity15% ofranking()%*+,-..)/#"0*$,/,12/3)%*+,&/%+$*012/4%35,"#$%&,8/#$%&$,1%0/*#59/%+,1)/%:;12/)/8")13/*#2:%)<,8%4*&"%+12/)/8")1%14446,"#$%&3)%*+,-..6#":6 */B /)B 72%)$15B B B B B B M6KKSB B R6()$1$,2@/+7)",,B B -6A:/)$#%*A$)&$*/, E6D2":,"*9"&$+%5, G6D2":%,7""<HI J6K/,1T/1 L6U%,5T/1 M6S$),172"$#/9"&$+%5, P6V$)0$*D)%$*, R6W"*+"*F$+&%*+ SF7X-6Y**"#/C6K%&</E6@/<")L6Z")<,M6A(!QR6@/&/*U*1/)1%$*:/*1B B E6UA![Q@D!SYSAB G6D2/U&&/*>/X/*/)/,!2"4B7",:/1$#,-6@$::/&W"*+"*B B B -69/%)1E67&%,,$G6J.JX10% oflonglist
  22. 22. Industries: Travel15%Charity1No.15%Charity15% ofrankingFour of the top tenGood customer service scoresLower engagement overall
  23. 23. Industries: Charity15%Charity1No.15% ofranking!"#$%&()%*+,-..)/#"0*$,/,12/3)%*+7)/%1/+35,"#$%&,8/#$%&$,1%0/*#59/%+,1)/%:;12/%>"4*&"%+12/)/8")1%14446,"#$%&3@/1%$&-6A)0",B C6D/,#"B E6>)6F%)1/*,B G6A&+$HIB J6K%$1)",/B L6!/&=)$+0/,B M6N/O1B P6A88&$%*#/,Q*&$*/B R6F%)<,%*+!8/*#/)B B 72%)$15 M6KKS R6()$1$,2@/+7)",, -6A:/)$#%*E6D2":,"*G6D2":%,7J6K/,1T/1BL6U%,5T/1BM6S$),172"$P6V$)0$*D)R6W"*+"*FU*1/)1%$*:/*1B B E6UA![Q@D!SYSAB 7",:/1-6@$::/&W6% oflonglist
  24. 24. Industries: Charity15%Charity1No.Above average engagementon Facebook and TwitterLower response times overall
  25. 25. Industries: FMCG15%Charity1No.15%Charity15%Travel11% ofranking  $,/,12/3)%*+,&/%+$*012/4%5$*,"#$%&659/%+,1)/%:;12/)/8")13/*#2:%)<,8/)="):%*#/;%14446,"#$%&3)%*+,-..6#":6?,3-.. B B B B -6A:/)$#%*A$)&$*/,B B E6D2":,"*9"&$+%5,B G6D2":%,7""<HIB J6K/,1T/1B L6U%,5T/1B M6S$),172"$#/9"&$+%5,B P6V$)0$*D)%$*,B R6W"*+"*F$+&%*+B B SF7X-6Y**"#/*1 C6K%&</), E6@/<")+/)&$07$+/) L6Z")<,2$)/D/% M6A(!QWHDHI R6@/&/*1&/,,U*/)05>)$*<, *1 /,!2"4B7",:/1$#,-6@$::/&W"*+"*B B B -69/%)1B B E67&%,,$#SFB G6J.JX%:/,B 17% oflonglist
  26. 26. Industries: FMCG15%Charity1No.15%Charity15%TravelVery good engagementGood customer service scoresLower growth scores
  27. 27. Industries:Publishing & Media15%Charity1No.15%Charity15%Travel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ofranking11% oflonglist
  28. 28. Industries:Publishing & Media15%Charity115%Charity15%TravelVery good engagementWork to be done on customer care
  29. 29. Brand Performanceby platform45%40%15%
  30. 30. CrowdSourcedFacebookWilling to join conversationsGood response rates and times
  31. 31. CrowdSourcedNo. Brand Industry Category Facebook1 Guess2Give * Entertainment 88.252 Appliances Online * Retail 88.253 Thomas Cook UK * Travel 88.034 UPS * Transport & Logistics 86.755 Thomson Holidays * Travel 86.326 Captain Morgan GB FMCG 86.297 SEAT Mexico * Automotive 85.308 American Airlines * Travel 83.649 Tesco * Retail 83.5810 First Choice Holidays * Travel 82.9311 ABSOLUT UK * FMCG 82.6312 EE * Telecommunications 81.9113 Lufthansa * Travel 80.0514 Heart * Publishing & Media 80.0515 Marks and Spencer * Retail 79.5116 Petplan UK * Financial Services 79.3417 Ella s Kitchen FMCG 79.1518 Burts Potato Chips FMCG 78.9819 MCE Insurance Financial Services 78.0720 The Ellen DeGeneres Show * Entertainment 78.00#%&"&()*+$,&-*./$,0$#1-2"&())* Ranked on Social Brands 100Facebook
  32. 32. CrowdSourcedTwitterBrands making use ofcustomer service strengthsMore could be done with content
  33. 33. CrowdSourcedNo. 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 100Twitter
  34. 34. CrowdSourcedYouTubeLowest average scoresContent that’s going places
  35. 35. CrowdSourcedYouTubeNo. 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!"* Ranked on Social Brands 100
  36. 36. Other platformsSurvey
  37. 37. Other platforms69% 66%201250%
  38. 38. Other platforms51%17%
  39. 39. Other platforms51%60% + increase60-65%increasereported
  40. 40. %Social teamSurvey
  41. 41. %Social team,-./-01234*%(-567(4*-8.00**47-*.-&.819:4781*47-&.819-*410-24&;.%&59*4&0 20 40 60 80 1000-10%11-15%16-30%31-45%61-75%""<=,=#<#,><=,76-90% ?<@,=<",=<",91-100% @<>,46-60% @,406080
  42. 42. Social team• Follower growth• Average tweet engagement rate• Total mentions• Response rate• Response time15%45%40%!#:4781*47-&.819-*410-24&;.%&59*4&0 20 40 60 80 10061-75%76-90% ?<@,=<",91-100% @<>,46-60% @,020406080StrategyCommunityManagamentContentPlanningSocialMediaMonitoringCustomerSupportReputationManagementInfluencerOutreachCRMProductionFigure 2
  43. 43. MeasurementSurvey
  44. 44. ,-./4-/;-6/520&612/&-90</5240/7218-150%92:,-./4-/;-6/&22/*)2&2/520&612&/9)0%(%(/%/*)2/%2=*/>!/5-%*)&:0 20 40 60 80 100 120Engagement (eg. RTs, TAT)Community Size (eg. fans, followers)Competitor Benchmarking (eg. share of voice, SB100)Sentiment & AttitudinalCustomer Service (eg. Response Time)Financial (eg. CPA, ROIMeasurement
  45. 45. Win-winrelationshipsWin-winrelationshipsWhat are your measures?What’s ahead?Questions remaining
  46. 46. www.slideshare.com/headstream@socialbrands100@maeve_osThank you

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