The document presents an analysis of social brands, focusing on their performance across various platforms such as Facebook, Twitter, and YouTube, highlighting metrics like engagement rates and response times. It identifies top brands in customer service and engagement across different industries, with retail and charity being notably represented. The document underscores the importance of leveraging social media effectively for customer service while identifying areas needing improvement.

1. #sb100

2. Social Brands 100
Social Brands 100

3. Win-win
relationships
Active
listening
Appropriate
behaviour
Social brand
principles

4. Win-win
relationships
What is a
social brand?
External Measures

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 time
15%
45%
40%

6. Feb – Identify brands
Mar/Apr – Analytics & Surveys
May - Analysis
What happened when?

7. Crowd
Sourced
Past
Nominees
Socialbakers
Monitoring
(UK)
Where the brands
came from

8. The
Findings

9. 20

10. Don’t get too comfortable

11. Social Brands 100
“I’m afraid this page isn’t
available to mobile users...
It’s available on the
desktop site.”

12. Social Brands 100
I only use Twitter
on my phone.
“
”
OK thanks.

13. The
Findings

14. Customer Service
Engagement

15. Battlefield
Electronic Arts

16. Battlefield
Electronic Arts
Consistency

17. Battlefield
Electronic Arts
Consistency
Depth

18. Industries
25%
Retail
11%
FMCG
15%
Travel
15%
Charity
5%
Pub &
Media

19. Industries: Retail
25% of
ranking
15%
Charity
1
No.
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longlist

20. Industries: Retail
15%
Charity
1
No.
Top industry
Good customer service scores
Lower engagement on Facebook

21. Industries: Travel
15%
Charity
1
No.
15%
Charity
15% of
ranking
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longlist

22. Industries: Travel
15%
Charity
1
No.
15%
Charity
15% of
ranking
Four of the top ten
Good customer service scores
Lower engagement overall

23. Industries: Charity
15%
Charity
1
No.
15% of
ranking
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longlist

24. Industries: Charity
15%
Charity
1
No.
Above average engagement
on Facebook and Twitter
Lower response times overall

25. Industries: FMCG
15%
Charity
1
No.
15%
Charity
15%
Travel
11% of
ranking
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17% of
longlist

26. Industries: FMCG
15%
Charity
1
No.
15%
Charity
15%
Travel
Very good engagement
Good customer service scores
Lower growth scores

27. Industries:
Publishing & Media
15%
Charity
1
No.
15%
Charity
15%
Travel
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5% of
ranking
11% of
longlist

28. Industries:
Publishing & Media
15%
Charity
1
15%
Charity
15%
Travel
Very good engagement
Work to be done on customer care

29. Brand Performance
by platform
45%
40%
15%

30. Crowd
Sourced
Facebook
Willing to join conversations
Good response rates and times

31. Crowd
Sourced
No. Brand Industry Category Facebook
1 Guess2Give * Entertainment 88.25
2 Appliances Online * Retail 88.25
3 Thomas Cook UK * Travel 88.03
4 UPS * Transport & Logistics 86.75
5 Thomson Holidays * Travel 86.32
6 Captain Morgan GB FMCG 86.29
7 SEAT Mexico * Automotive 85.30
8 American Airlines * Travel 83.64
9 Tesco * Retail 83.58
10 First Choice Holidays * Travel 82.93
11 ABSOLUT UK * FMCG 82.63
12 EE * Telecommunications 81.91
13 Lufthansa * Travel 80.05
14 Heart * Publishing & Media 80.05
15 Marks and Spencer * Retail 79.51
16 Petplan UK * Financial Services 79.34
17 Ella s Kitchen FMCG 79.15
18 Burts Potato Chips FMCG 78.98
19 MCE Insurance Financial Services 78.07
20 The Ellen DeGeneres Show * Entertainment 78.00
#%&'"&()*+$
,&-*./$,0$
#1-2'"&(
))
* Ranked on Social Brands 100
Facebook

32. Crowd
Sourced
Twitter
Brands making use of
customer service strengths
More could be done with content

33. Crowd
Sourced
No. Brand Industry Category Twitter
1 Debenhams * Retail 82.50
2 Adidas UK Sports Apparel 82.10
3 Next * Retail 81.62
4 American Airlines * Travel 80.95
5 Vue Cinemas * Leisure 80.86
6 Battlefield * Entertainment 80.58
7 Lufthansa * Travel 80.41
8 House of Fraser * Retail 79.61
9 Innocent * FMCG 79.36
10 Argos * Retail 78.49
11 The Perfume Shop * Retail 78.10
12 Virgin Trains * Travel 78.10
13 Met Office * Publishing & Media 77.77
14 EA SPORTS FIFA * Entertainment 76.55
15 Nike Running * Sports Apparel 76.07
16 Virgin Atlantic Travel 75.02
17 Waitrose * Retail 74.48
18 GAME Retail 74.27
19 RSPCA Charity 74.18
20 Galt Toys Retail 74.06
)*
* Ranked on Social Brands 100
Twitter

34. Crowd
Sourced
YouTube
Lowest average scores
Content that’s going places

35. Crowd
Sourced
YouTube
No. Brand Industry Category YouTube
1 Battlefield * Entertainment 92.37
2 Converse Retail 91.07
3 Warner Bros. Pictures Publishing & Media 90.73
4 Universal Pictures UK Publishing & Media 90.47
5 AllSaints Retail 89.79
6 Fiat UK Automotive 87.02
7 GoPro * Consumer Electronics 86.82
8 Classic FM * Publishing & Media 86.75
9 Mulberry Retail 86.73
10 Teenage Cancer Trust * Charity 86.10
11 IKEA UK Retail 85.72
12 KISS FM (UK) Publishing & Media 85.20
13 Absolute Radio Publishing & Media 84.87
14 The Hits Radio Publishing & Media 84.74
15 UNICEF UK Charity 84.66
16 Heart * Publishing & Media 84.39
17 Liverpool FC Leisure 84.36
18 Smooth Radio Publishing & Media 84.36
19 Burberry Retail 84.15
20 BBC Publishing & Media 84.01
!"
* Ranked on Social Brands 100

36. Other platforms
Survey

37. Other platforms
69% 66%
2012
50%

38. Other platforms
51%
17%

39. Other platforms
51%
60% + increase
60-65%
increase
reported

40. %
Social team
Survey

41. %
Social team
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0 20 40 60 80 100
0-10%
11-15%
16-30%
31-45%
61-75%
""<=,
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76-90% ?<@,
=<",
=<",
91-100% @<>,
46-60% @,
40
60
80

42. Social team
• Follower growth
• Average tweet engagement rate
• Total mentions
• Response rate
• Response time
15%
45%
40%
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:47'81*47-&.8'19-*410-24&;.%&'5'9'*'4&
0 20 40 60 80 100
61-75%
76-90% ?<@,
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91-100% @<>,
46-60% @,
0
20
40
60
80
Strategy
Community
Managament
ContentPlanning
SocialMedia
Monitoring
Customer
Support
Reputation
Management
Influencer
Outreach
CRM
Production
Figure 2

43. Measurement
Survey

44. ,-./4-/;-6/520&612/&-9'0</524'0/7218-150%92:
,-./4-/;-6/&22/*)2&2/520&612&/9)0%('%(/'%/*)2/%2=*/>!/5-%*)&:
0 20 40 60 80 100 120
Engagement (eg. RTs, TAT)
Community Size (eg. fans, followers)
Competitor Benchmarking (eg. share of voice, SB100)
Sentiment & Attitudinal
Customer Service (eg. Response Time)
Financial (eg. CPA, ROI
Measurement

45. Win-win
relationships
Win-win
relationships
What are your measures?
What’s ahead?
Questions remaining

46. www.slideshare.com/headstream
@socialbrands100
@maeve_os
Thank you