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?

1. An analysis of top 100 most valuable brands
on Social Media
July 2012

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. –
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. " "
http://www.millwardbrown.com/libraries/optimor_brandz_files/2011_brandz_top100_chart.sflb.ashx
4

5. -

6. Separatore sotn
© Blogmeter 2012 I www.blogmeter.it 6

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 team
using Blogmeter’s Social Analytics tools.
7

8. –

9. 70
60
50
40
30
20
10
0
70%
9

10. 70
68%
60
50
40
30
20
10
0
70%
10

11. 70
68%
60
50
40
30
20
10
0
70%
51%
11

12. 68%
22% 70
60
5%
50
40
30
20
10
14% 0 13%
70% 7%
51%
12

13. –
+++ 22%
+ + + 14%
+ + + 9%
+++ 8%
13

14. –

15. Data updated: 30/06/2012
© Blogmeter 2012 I www.blogmeter.it 15

16. 5/10 are food & beverage
brands
Data updated: 30/06/2012
© Blogmeter 2012 I www.blogmeter.it 16

17. Data updated: 30/06/2012
© Blogmeter 2012 I www.blogmeter.it 17

18. Over 140 millions fans for
the top 5 fanpages!
Data updated: 30/06/2012
© Blogmeter 2012 I www.blogmeter.it 18

19. Over 50 millions fans for
the top 5 fanpages!
Data updated: 30/06/2012
© Blogmeter 2012 I www.blogmeter.it 19

20. Over 40 millions fans for
- the top 5 fanpages!
Data updated: 30/06/2012
© Blogmeter 2012 I www.blogmeter.it 20

21. Over 40 millions fans for
the top 5 fanpages!
Data updated: 30/06/2012
© Blogmeter 2012 I www.blogmeter.it 21

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. 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. CREATIVITY & IRONY..
ASPIRATIONAL..
PICTURES.. EMPATHY..
Period: 1/06/2012 – 30/06/2012
© Blogmeter 2012 I www.blogmeter.it 24

25. –

26. Data updated 28/06/2012.
© Blogmeter 2012 I www.blogmeter.it 26

27. widespread, fast, emotional..
6/10 are food & beverage brands
Data updated 28/06/2012.
© Blogmeter 2012 I www.blogmeter.it 27

28. –
Data updated 28/06/2012.
© Blogmeter 2012 I www.blogmeter.it 28

29. –
Looking for the relationship
between KLOUT and FOLLOWERS
Data updated 28/06/2012.
© Blogmeter 2012 I www.blogmeter.it 29

30. –
ELECTRONICS, TECH AND INTERNET
have better Klout score than the amount of followers
Data updated 28/06/2012.
© Blogmeter 2012 I www.blogmeter.it 30

31. TELECOM & BANKING are the
industries that tweet the most
Data updated 28/06/2012.
© Blogmeter 2012 I www.blogmeter.it 31

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. 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
Data updated 28/06/2012.
© Blogmeter 2012 I www.blogmeter.it 33

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 Klout
Data updated 28/06/2012.
© Blogmeter 2012 I www.blogmeter.it 34

35. –
(n° followers)
(n° following) (Klout score)
(n° tweets)

36. Food & beverage
36

37. Electronics
Retail e-commerce
37

38. Banking
Telecom
38

39. Food & beverage
Banking
39

40. Food & beverage
Food & beverage Electronics
Banking Retail e-commerce
Banking
Telecom
40

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

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. -
product inspirations, pin deals
promotion pictures,
mentions
© Blogmeter 2012 I www.blogmeter.it 44

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. –
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

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. –
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. Separatore sotn
© Blogmeter 2012 I www.blogmeter.it 50

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. product manager social media analyst
marketing@blogmeter.eu
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