This presentation covers a bit of background to Social Brands100, research Headstream is working on with Socialbakers, the results of which will launch next month. Social Brands 100 is now in its 3rd year and has become a kind of annual report for social – taking a snapshot of the evolution of brand performance and behaviour in social media once a year.So, where did it all start?
Headstream has been around since 2006. In the beginning, projects were very campaign based, with bursts of social media activity followed by quiet periods until the next campaign.Social – and by that I mean the platforms, technology and consumer expectations – was evolving at such a pace, that by late 2010, we felt that brands needed to take it further, rethink their approach and maintain a consistent, ‘always on’ approach in social, So we set down threeprinciples of a social brand that we believed, if followed consistently, would lead to truly engaged communities that end up being the brands most committed evangelists. And these are the principles…
So we set down threeprinciples of a social brand that we believed, if followed consistently, would lead to truly engaged communities that end up being the brands most committed evangelists. And these are the principles…
Social brand principles:1. Create win-win relationshipsBrands must strive to have equitable relationships with their customers, employees and supply chain. It’s not possible to do otherwise anymore, as the transparent nature of social media will expose them. 2. Active ListeningBrands monitor the social web, seek out relevant conversations and join them in a timely and appropriate manner. The challenge of active listening is responding appropriately and in a timely manner to what’s being said. It requires capability and resourcing for activities including community management, customer service, HR, product development and business planning. 3. Appropriate social behaviourBrands maintain a consistent presence in social spaces and behave in a compelling, true, authentic and transparent manner with each community. As time moves on, we believe that more businesses will empower more of their employees to engage on social media on behalf of the business. If the business isn’t engaging in win-win relationships, this won’t work.The next thing we wanted to do was try to prove our point and identify and benchmark brands against these principles. We designed Social Brands 100 KPIs to measure the effects of adopting social brand principles….
Which lead to Social Brands 100 – Social KPIs measured the brands nominated through crowdsourcing- an important part of the process for us, as this, along with our KPIs, keeps the community at the heart of the measurement, making its advocacy and loyalty the true benchmark of a brand’s success in social spaces. We launched the first in 2011 with 100 brands.
I’m going to take you back to 2012. NB: to stay consistent with this year’s data, I’ve updated 2012 industry names to match 2013.
Almost 300 brands were nominated in 2012, up from that first 100. These are the top 5 industries in terms of nominations.Crowdsourced nominations only.UK and multinational brands made up the majority.
Innocent ranked no.1. There are a number of reasons for this –Innocent do have an advantage to other brands, in that they were behaving in a social way before the medium existed. They’ve used their packaging and ‘bananaphone’ as a way to talk to and hear from customers from the very start, when they didn’t have big advertising budgets.They scored higher than average overall on FB, Twitter and YT. They are quick to respond to posts and tweets, and they create a lot of content that’s simply for sharing.On Facebook, they respond to people’s posts, joining in the conversations they helped start.
This is something they created for St George’s Day last year. Over 1000 shares, over 1300 likes and several hundred RTsOn to the overall results
Top 3: Charity –9% of nominated brands but 17% of ranked – why? ‘Caring is King’ was one of our headlines last year and charities have motivating communities in their DNA. 3 were listed in the top ten.FMCG – 19% nominated – 14% of ranking – good at starting and joining conversations, could do more with YouTube though. More info: http://blog.headstream.com/2013/03/01/building-an-fmcg-social-brand-whitepaper/Travel – 11% of ranking – 13% of nominations. Scored best on performance on Facebook. Last year a surprising lack of photo and video content – something we think will have changed by now. Twitter – less about content, more about customer service, which they handle generally very well – More info: http://blog.headstream.com/2012/09/17/dear-travel-company-how-social-is-your-brand/Retail –9% nominated, 9% of ranking – Not enough video and photo content. Performed well on FB otherwise and above average on Twitter, handling queries well but not necessarily all that talked about. More info: http://blog.headstream.com/2012/07/27/helping-retail-marketers-build-a-social-brand/Publishing & Media – 14% nominated, 8% of ranking – why? Great at sharing content, but not as strong at engaging and responding
What we’ve done this year, how it’s different. 23 industriesCrowdsourcing worked really well to a point, but it meant that we couldn’t ensure that we had enough brands from a single industry to draw meaningful insights. Brands come from:Those nominated during January’s crowdsourcing periodPast Social Brands 100 nomineesUK brands already monitored by our social media analytics partner Socialbakers for their social statistics
Socialbakers has monitored the brands over a six week period in March and April 2013 to calculate the Data Score. What’s changed from last year:- We chose not to monitor platforms aside from the 3 this year for two main reasons – if we continued to add the latest platforms to our research it’d be impossible to keep up- these three platforms are the ones that have the highest concentration overall of brands and individuals engaging.http://www.slideshare.net/Headstream/sb100-2013-methodology
This is something new. We’ve been surveying brands involved in the research to find out more about who’s trying what where and how they’re going about it.Further benchmarking of changes in behaviour from where social sits in the business, how budgets are changing and what other platforms are being adopted.This information will be included in the industry specific insights in the report.Finally, a quick look at the industries….
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%