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					top brands in social media
(and why some are doing so much better than others)




            A SPONSORED                PUBLICATION

                 IN ASSOCIATION WITH       .
                                                       50 top brands in social media
                                                                           SUBHEADING




INTRODUCTION
Social media has transformed the online landscape.
It’s also starting to transform marketing. And
nowhere is marketing’s shift from one-way
broadcast to two-way conversation more palpable
than in the social media realm. This isn’t just about
Facebook, Twitter or the latest internet darling to
grab the headlines. It’s a revolution in how people
are living their online lives and it’s crucial your
marketing strategy evolves to match this shift in
consumer behaviour.

As much as it throws up new opportunities for
brands, it also presents a whole new range of
challenges. A brand’s welcome is far from
guaranteed in social media and working out the
new rules is a significant challenge for advertisers.
Get it right and the strength of relationship with
your customer is unparalleled. Get it wrong and the
damage to your brand can be instant and brutal.


TOP 50 TABLE .......................................................04

COMMENTARY .....................................................07

CASE STUDIES ......................................................08

OTHER NOTABLE WINNERS ...............................12

VIEWPOINT ...........................................................13

METHODOLOGY ..................................................14




                                                                                   03
50 top brands in social media
SUBHEADING




YOMEGO   INTERBRAND   BRAND        REACH   RECENCY   SATISFACTION   RECENCY   OVERALL
RANK     RANK                                                                 SMR SCORE


1        43           EBAY         98.65   98.78     85.6           86.12     92.29

2        17           APPLE        98.22   99.15     88.98          81.51     88.61

3        4            GOOGLE       97.82   96.22     84.22          83.11     87.00

4        54           BLACKBERRY   95.13   94.52     76.09          75.26     85.25

5        36           AMAZON.COM   94.25   97.12     80.12          78.96     83.58

6        44           GUCCI        82.94   83.37     82.47          85.43     83.55

7        50           FORD         97.68   98.01     81.55          81.78     81.67

8        55           MTV          90.58   91.96     71.45          72.21     81.55

9        19           SAMSUNG      89.99   89.74     70.96          69.56     80.06

10       66           YAHOO        93.78   95.03     74.22          73.99     79.18

11       8            NOKIA        83.90   84.29     70.32          76.91     78.86

12       41           DELL         84.33   85.15     72.59          72.39     78.61

13       3            MICROSOFT    94.98   95.22     71.21          74.32     78.35

14       9            DISNEY       95.09   95.19     61.51          59.13     77.73

15       38           NINTENDO     87.61   88.18     65.38          67.86     77.26

16       11           TOYOTA       86.55   84.41     69.13          68.74     77.21

17       97           STARBUCKS    88.68   89.47     65.56          63.86     76.89

18       20           HONDA        76.07   79.19     75.34          76.62     76.81

19       34           SONY         76.79   76.12     63.64          65.36     70.48

20       91           FERRARI      76.59   75.78     78.67          73.68     76.18

21       65           HYUNDAI      71.39   71.18     82.20          79.28     76.01

22       25           NIKE         84.09   84.84     62.81          65.07     74.20

23       2            IBM          80.34   78.14     68.45          69.38     74.08

24       1            COCA-COLA    81.62   79.23     67.55          66.61     73.75

25       6            MCDONALD’S   79.78   80.15     65.34          68.61     73.47

04
                                                           50 top brands in social media
                                                                                     SUBHEADING




YOMEGO   INTERBRAND   BRAND              REACH   RECENCY    SATISFACTION   RECENCY   OVERALL
RANK     RANK                                                                        SMR SCORE


26       88           ADOBE              84.49   83.13      56.72          69.21     73.39

27       10           HP                 69.49   70.22      73.61          75.32     72.16

28       12           MERCEDES-BENZ      70.84   71.16      72.27          72.83     71.76

29       23           PEPSI              77.58   76.90      66.34          65.99     71.70

30       98           HARLEY-DAVIDSON    67.36   66.90      73.89          76.99     71.28

31       100          BURBERRY           67.19   67.59      70.95          75.78     70.38

32       15           BMW                86.84   83.82      54.50          55.89     70.26

33       63           AUDI               79.67   80.21      60.84          60.08     70.20

34       7            INTEL              62.67   62.34      78.87          76.59     70.12

35       33           CANON              87.86   87.75      53.11          50.28     69.75

36       73           PANASONIC          75.89   76.10      62.78          62.98     69.44

37       53           VOLKSWAGEN         70.65   69.87      68.11          66.67     68.82

38       24           AMERICAN EXPRESS   70.30   68.19      66.50          69.78     68.69

39       72           PORSCHE            78.38   78.81      55.48          56.64     67.33

40       62           ADIDAS             70.11   70.37      61.47          64.92     66.72

41       48           ZARA               68.24   68.77      65.61          64.28     66.72

42       46           HEINZ              64.03   63.29      68.23          68.65     66.05

43       28           IKEA               71.59   71.61      60.04          60.92     66.04

44       13           GILLETTE           64.52   71.26      62.74          60.98     64.88

45       89           SMIRNOFF           48.45   51.56      80.04          75.64     63.95

46       77           CARTIER            56.08   57.06      71.95          69.22     63.58

47       16           LOUIS VUITTON      68.02   68.03      58.89          59.10     63.51

48       45           L’ORÉAL            46.81   47.34      76.61          77.81     62.16

49       85           CORONA             40.05   38.83      83.72          85.9      62.12

50       82           VISA               58.97   59.22      64.37          64.28     61.71

                                                                                                 05
                                                                    50 top brands in social media
                                                                                                               SUBHEADING




MAKING SENSE OF SOCIAL
BY STEVE RICHARDS, MD, YOMEGO
Hundreds of social media monitoring tools exist. Some are stat-tastic. Many are free. A few even paint pretty pictures.
But it’s tricky to gauge performance against others in your sector. The amount of data is often inaccurate and baffling.
And it’s often left to the client to derive any meaningful insight. So we set out to find a service that did all these things.
We couldn’t find one, though, so we created one.

Our Social Media Reputation (SMR) score provides a benchmark to gauge brands’ respective popularity that transcends
sectors. Sentiment analysis is vetted by an expert team briefed on your particular marketing objectives. The score is then
derived by averaging the noise around a brand (‘reach’) with its popularity (‘satisfaction’). We then compare the numbers
from the last month to the previous three months to apply a topical adjustment (‘recency’). An algorithm and some more
human analysis (eg “shit hot”=good) later and an SMR score is born. See page 14 for a full methodology.

But beyond the scoring, Yomego’s SMR service provides clients with a monthly report containing analysis of the stats,
edited highlights from key influencers in your sector and a prioritised list of recommendations. Opportunities and threats
are spotlighted and findings can be aligned with your wider marketing KPIs.

This is the first Yomego 50 Top Brands in Social Media league table. It’ll need some refinement over time but it does
reveal some real and useful insight into the performance of the UK’s biggest brands in social channels. Over the following
pages we’ve asked contributors to highlight reasons why some brands have done better than others.

The league table will be updated regularly at mysocialmediareputation.com, together with some mini-leagues for
specific sectors. If your brand isn’t mentioned and you’d like a trial run, please drop me a line.

steve@yomego.com • @Chips11 • @YomegoSocial




TAKING A LONG VIEW SECURES SUCCESS
BY VIKKI CHOWNEY, EDITOR, REPUTATION ONLINE
The biggest surprise in Yomego’s 50 Top Brands in Social Media is that the top spot hasn’t gone to either of the most
likely candidates: Apple and Google. In almost every other league table that tracks consumer perception of brand equity,
these two are seen to be the most respected and credible. Even Interbrand ranks them highly.

Ebay’s leap to the top is interesting, therefore. Perhaps it’s because of the popularity of sharing news of bargains with
friends via social media; maybe it’s something more integral to the site’s openness in terms of how it conducts itself
online. Either way, the fact that Ebay’s reach exceeds that of Steve Jobs’ mighty empire is astonishing.

Scores aside, when you look at the top 20 brands, it’s quite difficult to tell them apart. The success of almost all of them is
not based on flashy creative or digital campaigns (although that’s not to say they haven’t done those), but is rooted in a
consistent and longer-term approach to social media. It’s the integration between various online channels, great
products, proactive engagement with customers and a sense of responding to the desires of fans.

At the other end of the spectrum we see brands like Smirnoff failing to hit the mark, as discussed in the brand’s case
study on page 8. Brands that haven’t done so well have simply missed the opportunity to connect the dots between very
loyal fans and strengthening a relationship with them online. Visa, for instance, could reap a lot of benefit by creating
something similar to Dell’s Ideastorm, the site set up to crowdsource ideas for product development.

There’s obviously still a disconnect between what some of the biggest brands in the world are doing offline and what’s
happening in social media. While some companies are pushing forward, those missing the point are still lagging behind.
Maybe this will be the year we see the gap close slightly, or perhaps it’ll carry on expanding as it has done so far.

reputationline.co.uk • @rep_online




                                                                                                                                 07
50 top brands in social media
SUBHEADING




                       1 EBAY
                         BY KIRSTY BELL, INSIGHT MANAGER, YOMEGO
                         Ebay tops our social media league table, galloping up from its 2010 Interbrand ranking of 43. The company may
               98.65     appear a surprising winner, but Ebay introduced community forums in the late 1990s and can rightfully be
                         regarded as one of the pioneers of social interaction. It takes social media seriously and has a full-time corporate
               98.78     blogger, Richard Brewer-Hay, who has served as its social media voice for more than three years.

               85.60     Ebay has also embraced social media for internal communications, with an intranet featuring blogs, forums and
                         discussion boards. Each employee reportedly has their own landing page which can be customised. Ebay was
               86.12
                         also among the first to start a social media corporate disclosure program, with earnings, published via Twitter, for
                         instance. It has also been quick to integrate with the major platforms. Its new social commerce tool, Ebay Group
             92.29       Gifts, uses Facebook’s Open Graph to allow users to split the cost of a gift, with each paying their share through
                         PayPal. With more than 400,000 fans on its largest Facebook page, the app has a massive potential audience and
                         could become a future case study in delivering social media ROI.

                         Ebay’s success is also amplified by highlighting the success of its users. The Ebay Ink Social Media Sellers
                         programme showcases sellers who have harnessed social media platforms to greatest effect to boost their sales.

                         Satisfaction around the Ebay brand is remarkably high, driven by the natural instinct of telling others when you’ve
                         grabbed a bargain. But strict procedures and new technologies are used to quell worries around fraud and
                         disputes to keep advocacy high, drowning out the odd moan. The brand has established a level of trust that
                         means the community largely polices itself, making it easier to focus resources in the right areas.

                         NEW MEDIA AGE SAYS Ebay, one of the first to make user reviews integral to the shopping experience, has
                         been fighting the rise of independent etailers and group-buying networks over the past year. After many brands
                         turned their backs on Ebay for allowing the sale of counterfeit goods, it extended an olive branch with the launch
                         of several pop-up stores in its fashion section. But its reputation still centres around low cost instead of quality.




                       45 SMIRNOFF
                         BY MARK WHITMORE, CEO, IKONTAKT
                         Smirnoff’s use of social media is interesting in that it markets offline events, bringing communities together
               48.45     around the brand both in the real and online worlds. Much of its social media activity centres around the Smirnoff
                         Nightlife Exchange parties, which showcase the nightlife of cities around the world. In some ways this is the
               51.56     ultimate in ‘social’ media – campaigns that bring people together around a specific theme that’s relevant to the
                         brand but which doesn’t have an overly pushy marketing feel to it. Social media mentions peaked around the
               80.04     time of the Nightlife Exchange event in November and have tailed off a bit since.

               75.64
                         Smirnoff’s reach is surprisingly low, however. This might be a deliberate strategy to control where the brand is
                         marketed on social media. The Smirnoff Ice brand, which still generates more coverage on Facebook than any
             63.95       other Smirnoff brand, suffered reputationally after scandals of under-age binge drinking and ‘icing’ hit last year.
                         Smirnoff managed this well and seems to have upped its responsible drinking message as a result.

                         Despite that, it’s a hugely well-recognised brand and the high satisfaction score reflects that. But given the
                         amount it spends on advertising – which all drives traffic to its Facebook pages – its social media activity comes
                         across as a bit fragmented. There’s an opportunity to do more to interact with consumers through social media in
                         a more sustained way, rather than relying on the peaks of activity around events.

                         NEW MEDIA AGE SAYS Smirnoff is all about the experience, and of late it has been very successful by holding
                         international offline events. It has been using Facebook as the main channel to promote this, and for the most
                         part has been doing it well (apart from the TV ad that gave out a URL that didn’t exist). There just isn’t a sense of
                         investment – in either planning or spend – in social media activity from the brand, which is a shame as there’s so
                         much potential to do something really special.




08
                                                                       50 top brands in social media
                                                                                                                 SUBHEADING




          2 APPLE
            BY KATE HARTLEY, PARTNER, CARROT COMMUNICATIONS
            Apple’s avoidance of engagement with social media is legendary. But does it need to get involved? Its SMR score
  98.22     is enviably high with minimal official input. Its success is down to two main advocates: Steve Jobs and Apple fans.

  99.15     You could say that Apple’s social media strategy is to create great products and let people get on with talking to
            each other about them. Apple products are disruptive. Other companies may produce products as good or even
  88.98     better, but they’re playing catch-up to a brand that reportedly has its product pipeline agreed until 2013. Apple
            isn’t known for its transparency – the buzz that precedes a major product launch is fuelled by rumour, not by any
  81.51
            official marketing communications. The lack of official communication helps to build the hype.


88.61       But what happens if the halo loses its shine or there’s a major product issue? Apple doesn’t have official
            presences on many of the channels that consumers use to talk about it, most notably Facebook. It doesn’t
            respond quickly, either; it took three weeks for Jobs to address customer complaints about the signal issue on the
            iPhone 4. This wouldn’t matter if there were no representation of Apple on Facebook, but there is. There are
            millions of consumers signing up to be fans of the brand on hundreds of unofficial accounts.

            Is this a problem? Not at present; the financial results speak for themselves. But it could cause problems in the
            future. We’ll probably only find out if something goes very wrong, and Jobs’ absence could leave it vulnerable.

            NEW MEDIA AGE SAYS Steve Jobs’ empire is a force unto itself. Breaking almost every marketing rule in the
            book, you just can’t compare the rules of best practice to anything Apple does. With a very controlled but smart
            communications strategy, the brand focuses on peer advocacy and product placement, shunning more traditional
            PR. Quality of product and ease of use makes this hugely successful. And let’s face it, a desirable product can get
            away with an awful lot.




          30 HARLEY-DAVIDSON
            BY TAMARA LITTLETON, CEO, EMODERATION
            It’s no surprise that Harley-Davidson does better in the SMR index than it does in the Interbrand list. It’s a great
  67.36     example of a brand that inspires real passion, and that’s what leads to word of mouth (which is what positive
            social media is really all about). It’s arguably one of the world’s most iconic and aspirational brands.
  66.90
            Harley owners have a real sense of community (through the Harley Owners Group) so translating this to the online
  73.89     world is a natural progression. Its Facebook presence lets fans get news as it breaks and they respond in the
            comments section, as well as uploading photos and videos. It seems to focus more on letting fans talk to each
  76.99
            other in the comments section than in engaging with them, but maybe the beauty of a brand like this is that it
            doesn’t really need to do much more. It’s pretty engaged and conversational on Twitter but it seems to be more
71.28       interested in pulling fans into its own community at harley-davidson.com, where they can get exclusive content,
            can create and share ride routes and share experiences.

            Whether a Harley is ridden by an old-school biker or a 50-something going through a mid-life crisis, it has for its
            fans what many brands aspire to but few attain: a gut association with spirit and the possibilities of the open road.

            NEW MEDIA AGE SAYS Harley doesn’t shout about what it does online, but it doesn’t really need to. The brand
            knows that its customers aren’t just fans, they live and breathe the biking lifestyle. Launched in the middle of last
            year, Harley’s Free Country website leverages this, with a tongue-in-cheek tagline and allowing people to express
            their love of ‘living free’. This is a targeted, message-perfect campaign from the legacy brand, and shows true
            understanding of just what its fans want from it.




                                                                                                                                   09
50 top brands in social media
SUBHEADING




                       24 COCA-COLA
                         BY MARSHALL MANSON, MD OF DIGITAL EMEA, EDELMAN
                         It wasn’t that long ago that marketing and communications professionals were trying to understand what a blog
               81.62     was, and even more recently that they started wondering whether social networks held any promise for their
                         businesses. Today, of course, that debate is settled. Few would argue that social media doesn’t have a role in the
               79.23     communications and marketing mix. And it’s brands like Coca-Cola that have helped demonstrate the value of
                         engagement, community and conversation for building and maintaining a brand’s reputation.
               67.55
                         But what’s particularly striking about Coca-Cola’s activities is how it’s connecting with audiences through social
               66.61
                         platforms across the whole of the business. Initiatives like Expedition 206, in which two brand ambassadors
                         selected through social media engagement visited (nearly) all 206 countries where Coke is sold, don’t shy away
             73.75       from reputational questions. Corporate initiatives like the Coca-Cola Conversation blog, which gives visitors a
                         deep dive in Coke’s treasure trove of archives, drive brand values. Meanwhile, the company is inviting consumers
                         to shape the future of its business by helping to develop a new flavour of vitamin water.

                         All of this leads to a deeper connection between consumers and the company’s brands while empowering and
                         equipping advocates to drive word of mouth. So it’s no surprise that in Yomego’s rankings, which look primarily at
                         volume and positivity of conversation about the brand, Coca-Cola scored well. It’s worth observing that its top
                         competitor (and Edelman client) PepsiCo isn’t far behind. There’s something inherently social about drinks
                         brands, and with social platforms giving them the opportunity to interact directly with customers, it’s clear that
                         social interaction must remain a key aspect of their communications efforts for a long time to come.

                         NEW MEDIA AGE SAYS Coca-Cola hasn’t had a bad year by any stretch. Like a dependable uncle, it has been
                         churning through campaigns with relative success. But Pepsi, with its Refresh project and the integration of
                         Stickybits to provide additional content to its labels, has been the one pushing the boundaries of exciting new
                         use of interactive technology.




                       25 MCDONALD’S
                         BY MARK STUART, INSIGHT EXECUTIVE, YOMEGO
                         Fast-food giant McDonald’s takes 25th place in our SMR league table. When compared to its 6th place in the
               79.78     Interbrand Top 100 Brands list, this might be seen as a poor performance, but its SMR score reinforces its
                         position as market leader in its sector, with nearest rival KFC sitting just outside our top 50 (at 54th).
               80.15
                         McDonald’s appointed Rick Wion as its first director of social media in April 2010, having joined in 2006. Creation
               65.34     of the position underlined the company’s commitment to social channels and Wion’s first move was to reach out
                         to mummy bloggers, an interesting approach considering the upcoming World Cup in South Africa (sponsored
               68.61
                         by McDonald’s for a fifth time). The official McDonald’s Facebook presence doesn’t appear to be a major priority
                         yet. Twitter (@McDonalds) is regularly updated by the in-house team, with a link to each contributor revealing a
             73.47       personal profile on the McDonald’s website (aboutmcdonalds.com). With 80,000 followers, the content is starting
                         to gain some traction but it’s fair to say the brand is still finding its feet in social spaces.

                         This is perhaps unsurprising as McDonald’s has plenty of potential detractors, all hungry for it to make a mistake
                         (see mcsucks.com). But ignoring social media isn’t an option for a consumer-facing brand of this size. Negative
                         sentiment is already out there. If strong content, transparency, responsiveness and effective community
                         management are combined with clever monitoring, McDonald’s can expect a jump in next year’s league table.

                         NEW MEDIA AGE SAYS McDonald’s approach so far has been to listen, making the brand a willing
                         conversationalist while activating engagement, but not attempting to become an overnight hero in launching the
                         next Whopper Sacrifice campaign or Ikea’s work on Facebook. There’s still a long way to go, however, as it
                         recently made a claim that a Foursquare promotion resulted in a 33% increase in store traffic, whereas in fact it
                         was just a surge in check-ins. Those who love McDonald’s will happily click a ‘like’ button for a specific product,
                         but whether that’s truly valuable is up for debate.




10
                                                                       50 top brands in social media
                                                                                                                  SUBHEADING




          6 GUCCI
            BY BOB BARKER, VP OF CORPORATE MARKETING AND DIGITAL ENGAGEMENT, ALTERIAN
            Luxury brands will always have a strong following because of the lifestyle affinity they promise. Many companies
  82.94     move into social media to protect their brands, but Gucci realised it’s another channel to connect with customers.
            Its high ranking offline is magnified online because of the social web’s ability to allow people to gather around
  83.37     what they love, whether they can afford it or not.

  82.47     Gucci has an excellent start with its foray into social media marketing. Its Facebook page has attracted 3.7m
            friends, its Twitter feed has over 34,000 followers and its YouTube channel has had nearly 300,000 views. This isn’t
  85.43
            necessarily a measure of success but does point to the affinity consumers have with the brand. If you look beyond
            the number of friends and followers, however, you can see Gucci is primarily providing content rather than
83.55       engaging in two-way communication. It’s not clear whether a third party has executed this for the brand, but what
            it does indicate is the huge online potential it has if it were to grow its presence organically by hiring a community
            manager. This would allow it to personalise the engagement and humanise the brand.

            The advantage of having conversations directly with consumers is that Gucci can extend its online engagement
            to supporting its customers, seek product innovation at the same time as fostering and utilising product
            advocacy. It would also help it grow its following and introduce the brand to new customers. Another advantage
            with social media is the opportunity to engage with brand advocates. As an established brand, Gucci probably
            has many fan-based communities that would welcome its joining them and supporting their celebration of Gucci
            products and the lifestyle it represents. This is the opportunity that social marketing offers.

            NEW MEDIA AGE SAYS In the luxury fashion market, Gucci is top of the pile for digital engagement. It recently
            remodelled its main website to emphasise iPad functionality, social media and video content, and has built a
            following of 3.7m on Facebook (packed with relevant, two-way conversation and exclusive content). Hats off to
            the team behind these developments as it’s a far cry from the brand’s previous belief that the web was only a
            channel to reach customers who lived in areas without Gucci stores or who only shopped online.




          15 NINTENDO
            BY STEVE RICHARDS, MD, YOMEGO
            Nintendo’s prominent position in the SMR league table helps to prove that all social media strategies don’t have
  87.61     to revolve around Facebook. Despite being highly engaged in social media, Nintendo doesn’t actively manage
            an official brand presence (a Nintendo Wii page exists but it’s inactive).
  88.18
            So how has Nintendo outperformed the likes of Sony, Coca-Cola and Adidas in our rankings? First, it has played
  65.38     to its strengths. Its products are very visual so, as you might expect, the company’s focus for social is YouTube.
            Quality content is segmented via sub-branded channels and regularly updated. The most popular, Experience
  67.86
            Wii, has achieved more than 8m views and has 33,000 subscribers. Nintendo also uses Twitter (@nintendoamerica
            has 50,000 followers), principally as a news and views channel.
77.26       In common with our overall SMR champ, Ebay, Nintendo attracts very little negative sentiment, leaving resources
            free to deliver attractive content rather than fight fires. This shows that an effective performance in social media is
            virtually impossible if a brand’s products don’t deliver. Nintendo’s success can also be attributed to the
            prevalence and positivity of blog references. It’s obviously part of Nintendo’s engagement strategy, and building
            strong relationships with key influencers in social channels is really paying off. This delivers a dual benefit: driving
            widespread advocacy in the good times and building a bank of goodwill if anything goes awry.

            Nintendo for number one in next year’s SMR league table? I wouldn’t bet against it.

            NEW MEDIA AGE SAYS Nintendo, like many other games companies, already has an engaged community of
            fans. It comes with the territory. However, in all honesty, it’s the unofficial forums and sites that create most noise.
            That’s not necessarily a bad thing; it means the company can (as it has done) plough more money into broadcast
            advertising and celebrity endorsement. In terms of social interaction online, there’s nothing that stands out as
            particularly impressive and there’s much more that could be done. But while your fans are doing the hard work for
            you, why try to fix something that isn’t broken?

                                                                                                                                  11
50 top brands in social media
SUBHEADING




                         OTHER NOTABLE WINNERS
                         BY HARI RAMACHANDRAN, INSIGHT EXECUTIVE, YOMEGO

               89.99     9 SAMSUNG
                         The brand has garnered praise for launching the first YouTube takeover game, using interactive technology to
               89.74
                         turn the video experience into a game where viewers are turned into players and can win prizes. It has also been
                         at the forefront of 3D projection mapping.
               70.96
               69.56     21 HYUNDAI
                         Hyundai’s Uncensored campaign on Facebook effectively handed over the keys to its customers. It selected 50
             80.06       people to drive the 2011 version of the Sonata for 30 days and share their views of their experience on Facebook.
                         Yes, it might have followed Ford’s lead, but what’s that phrase about the sincerest form of flattery?

                         31 BURBERRY
                         This Christmas, Burberry let its customers share the festive spirit at holiday.burberry.com. Fans could send a video
                         of Razorlight performing a Christmas song with a personalised message to friends and family. A donation was
                         made to the Burberry Foundation each time the card was sent. This promotion ran until 31 December 2010.

                         47 LOUIS VUITTON
               71.39
                         In 2008, Louis Vuitton launched a personalisation service called Mon Monogram. The brand has now taken this
               71.18     service to Facebook by introducing an app that allows users to customise their bag by adding stripes and their
                         initials. This gives customers a touch of exclusivity in keeping with the brand’s high-end positioning.
               82.20
               79.28

             76.01       AND LOSERS
                         CORONA
                         Corona Light is currently running a campaign to become the most liked beer on Facebook, giving away branded
                         prizes at each milestone. This is comparable to a child giving their classmates lollipops in an attempt to get them
                         to like them. What happens when all the sweets run out? Giving away free stuff is not a social media strategy.

               67.19     JOHNNIE WALKER
               67.59     In the UK, despite the ongoing Walking With Giants campaign featuring major names including Jenson Button
                         and Robert Carlisle, precious little has been done to capitalise on the valuable content.
               70.95
                         MOËT & CHANDON
               75.78     There’s so much scope for luxury brands to go to town with their social media efforts, from Dita Von Teese in the
                         Perrier mansion to Gucci’s live streaming of fashion shows via Facebook. Moët & Chandon has a website that’s
             70.38       sparkling and luxurious, yet its Facebook page is drab, lacking the slightest element of customisation.




               68.02
               68.03

               58.89
               59.10

             63.51

12
                                                            50 top brands in social media
                                                                                SUBHEADING




BRANDS AT RISK
BY DAVID ELDRIDGE, CEO, ALTERIAN
There’s a major social change taking place and now is a prime time for
brands to respond to the opportunities and challenges this presents.

The time of the mass empowerment of the individual is upon us.
Consumers are no longer a passive audience waiting to be communicated
with. The traditional methods of mass audience segmentation followed
by broadcast communication employed by the marketing industry over
the past 50 years are no longer sophisticated enough. The emergence
of digital channels and internet-based social media has created a new
world of communication and technology has equipped individuals with
platforms to voice their opinion and influence their peers.

Consumers are increasingly marketing savvy and empowered. This
means companies are no longer in an age where they can control their
brand reputation. Although this is a little scary, the flipside is that they
now have the ability to be able to understand what’s being said about
their business and what their target customers want.

Companies have so much more information at their fingertips than ever
before, yet so many don’t know how to harness it. Social data collection
and analysis now enables businesses to respond to and build a new
form of more personal, individualised engagement, yet Alterian’s report
‘Your Brand: At Risk or Ready for Growth?’ found that over 60% of
organisations don’t have a social media strategy in place, which means
many of them aren’t even listening to, let alone communicating with
their customers online.

Successful brands are pushing the boundaries of marketing and
advertising, riding a wave of social change that has driven consumers to
demand more from the companies they buy from than ever before.
New business ventures can search out and tap into relevant
conversations to test ideas and garner feedback in an incredibly
powerful way. The Brand at Risk report showed that 82% of people
expressed a positive interest in being involved by companies in
developing products and services. Furthermore, 82% thought that
being involved in this way would make them more likely to tell others
about the company. It’s clear that brands must now learn to interact
with individuals, to listen, understand and engage with them.

Technology is changing the game, both in the way consumers interact
with brands and brands’ ability to respond. Engaging with customers in
a two-way dialogue, connecting online and offline channels within an
analytics framework, and fully recognising the value of each customer is
the way of the future. Alterian’s pioneering technology helps brands to
truly engage with the individual at every step of their customer lifecycle.




                                                                                        13
50 top brands in social media
SUBHEADING




                     SMR INDEX METHODOLOGY
                     Our SMR scoring system consists of two elements: reach and satisfaction. Reach
                     is calculated based on the number of references made to the brand across
                     29,000+ social spaces, weighted by the influence of each of these references.
                     The raw data, sourced via keywords, is taken from Alterian’s SM2 platform. The
                     Reach score provides a measure of how many users are discussing the brand
                     online, and the potential audience that these references are reaching. Reach is
                     measured over three months, and then over one month to give the Recency
                     score, indicating whether the brand’s performance is improving or declining.

                     The second component of the SMR score is satisfaction. This is attributed as a
                     result of sentiment analysis, and is where SMR differs from nearly every other
                     monitoring tool. Automated sentiment analysis is a much-maligned technology,
                     and with due reason – machines simply can’t yet understand the nuances of
                     human semantics. Our social media analysts provide human validation of the
                     data to ensure that the results are accurate. Satisfaction is also analysed over a
                     three-month period, and then over the last month to give a Recency score.

                     Combining the Reach and Satisfaction components gives a Social Media
                     Reputation scorecard, which provides a benchmark for the brand’s performance
                     in social media to be quantifiably tracked over time.

                     The original list of brands has been taken from the Interbrand Top 100 Brands
                     list, last updated in September 2010.

                     This is the first time the Yomego 50 Top Brands in Social Media has been
                     produced. Adding human analysis turns the raw data into something that can
                     be tailored and integrated easily into a wider strategy. We’ll continue to refine
                     the accuracy and credibility of the methodology used to deliver the index
                     scores. Your feedback and input is welcomed. Please email steve@yomego.com
                     or comment via mysocialmediareputation.com. If you’re a brand owner and
                     would like us to calculate an SMR score for your brand and its two closest
                     competitors, please email steve@yomego.com or call 0141 582 0600.

                     DISCLAIMER The SMR scores expressed in this publication and on the
                     mysocialmediareputation.com website are for reference only. The scores have been
                     calculated in good faith and are as accurate as possible as of 25 January 2011. None of the
                     brands are Yomego clients. Logos, trademarks and any other copyright materials remain
                     the property of their owners. Yomego is a trading division of DA Group (UK) Limited.




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Each year social media continues to grow more integral to a brand’s ongoing
strength and value. That’s why, when Interbrand updated its Best Global
Brands Brand Strength Score in 2010, it made to sure that social media was a
key component when measuring a brand’s value.

Whether a consumer facing or B2B brand, it is essential to be listening to the
conversations happening online and engaging with consumers as necessary.
Social tools should be built into all channels and forms of communication, but
always follow the larger business and brand strategy.

Take Starbucks. The brand faced a tough 2009, but has since seen a two
percent increase in brand value in 2010’s Best Global Brands. The brand has
worked hard to create an engaging and positive online presence around the
dialogue it builds with customers on YouTube, Twitter, Facebook, mobile and
its blog. It has representatives in every department that quickly and pro
actively react to what’s happening online. Ranking 17th in Yomego’s Top 50
Social Media League Table it is clear that Starbucks’ efforts are improving
brand perceptions and allowing them create deeper connections with
customers.

Still, while Starbucks’ efforts have clearly boosted the brand’s customer
perception, it is clear the importance of a strong brand when building value –
hence Starbucks’ Best Global Brands rank of 97 in overall brand value versus
17 for social media only. This means that brand managers also need to be
thinking about how their organisation’s brand story is developed, how to
continually evolve products and services, and how to empower employees
internally. In the end, there’s no such thing as a social media strategy – social
media needs to be an integral part of the way an organisation operates,
integrating each and every component of a brand.


Tina Louise
Senior Consultant, Digital Strategy
Interbrand




Interbrand UK Ltd   239 Old Marylebone Road, NW1 5QT   Registered number 1703469

				
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