social media brand top 100
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SOCIAL
BRANDS100
The Social Brand Agency
2012
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FOREW0RD
In the frenetic world of socialmedia, where it can seem thata game changing platform ortechnology is announced daily,it can be easy to lose sight ofwhats at the centre of it all:the people.
Thats all the people in socialspaces, including those who areworing hard to represent brandsthere if youre reading thisreport you may well be in thatsecond category?
Whatever the size or complexityof the brand, whatever thebusiness objective, the corechallenge is the same; as a brand,how do I become part of thepeoples media in a transparent,authentic and compelling way?
Our aim in creating Social Brands100 is to help all brand ownersby providing a robust benchmarof social performance that spanssectors, and dierent types ofcompany. It is our contributionto the important ongoing worto see better analytics andmeasurement of social mediaseectiveness.
The 100 brands raned herehave found some of the bestways so far, and we are delightedto be able to recognise them.These brands are the innovators,the pioneers, and where they goothers follow.
We hope you nd inspirationwithin, and enjoy, 2012s SocialBrands 100.
Steve Sponder
Head of Agency,Headstream
C o p y r i g h t 2 0 1 2 L a w t o n C o m m u n i C a t i o n s g r o u p L t d 4 & 5 g r o s v e n o r s q u a r e , s o u t h a m p t o n s o 1 5 2 B e
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CONTENTS
6 About Social Brands 100
8 What is a Social Brand?
10 Methodology
12 Judging Panel
14 The Raning
18 Insights
18 What we've learned
22 By platform
24 By marer
26 Historical trends
27 Social's growth
28 The big issues
30 Case Studies
30 Innocent: A personal approach
32 ARkive: Conservation through conversation
33 Manchester City FC: Top of the social league
34 AVG: Using advocacy to build a better a brand
35 Schuh: Maintaining the human touch
36 What next?
38 Appendix
48 Acnowledgements
50 About Headstream
52 Glossary
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ABOUT SOCIAL BRANDS 100
The idea for Social Brands 100
was born in 2011 as an initiativeto identify and acnowledgethose brands leading the way inthe social age. Now in its secondyear, Social Brands 100 hasestablished a position as one ofthe leading ranings of socialmedia performance.
Brands cannot apply or pay to
be considered in the raning. Theonly way to participate is througha crowdsourced nominationprocess on Twitter. The brandsnominated @SocialBrands100 arethen put through a rigorous andindependent judging process.
Woring with analysts at socialmedia monitoring companyBrandwatch, and a team ofresearchers, Social Brands 100assesses hundreds of thousandsof interactions in social spacesbetween the nominated brandsand individuals. An expert panelof judges adds its collectiveopinion to determine thenal raning.
The result isnt intended to be a
denitive list of the best. Rather,its a collection of brands thatstrive to be better every day,through every interaction.
Social Brands 100 is createdand led by social brand agencyHeadstream.
Social Brands 100 can alsohelp brands benchmar socialperformance against bespoecompetitor sets.
For more information, [email protected]
@Fl4
@SocialBrands100Thanks very
much. Cant wait to see whether wemake the list. Its like the Oscars ofbrands on twitter!#suspense #sb100
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WHAT IS A SOCIAL BRAND?
A social brand is one thathas adopted three importantunderlying principles.
With the increase in transparencybrought on by social mediacomes a requirement forbrands to focus on equitableand fair value exchange with allstaeholders. Brands cannotsimply communicate a betterbrand, they must strive to beone. This can result in brandsprioritising the needs of theirstaeholders ahead of theirown immediate requirements.
This is the act of monitoring thesocial web to uncover relevantconversations, and then havingthe capability and resources toact on what is found in a timelymanner. This can extend fromcommunity management,to business planning, andeverything in between.
This is a commitment to providea consistent brand presence insocial spaces that is compelling,true, authentic and transparent,and that acnowledges theetiquette of each particularcommunity.
A brand that has adopted theseprinciples, and delivers themconsistently and well, createspowerful eects amongstcommunities in social spaces. It isthese eects, identiable througha series of observable marersthat our methodology is designedto identify, and measure.
This methodology ensures thatthe community is the mostimportant judge of how gooda brand is at creating win-winthrough the value it oers andthe way it behaves in social.
This is crucial because theresult of win-win, listening, andappropriateness, is to build acommunity (not in one place buta diaspora distributed acrossnetwors and platforms) witha mutual interest in the brand.
This community spirit is thefoundation stone of socialsuccess. The greater the sense ofsolidarity and identication withthe brand, the more liely thatthose most powerful of feelingswill follow advocacy, loyaltyand love.
1 WIN-WIN RELATIONSHIPS 2 aCtive Listening 3 APPROPRIATEsoCiaL Behaviour
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METHODOLOGY
Creating a methodology thatprovides a level playing eld foranalysis across the many dierentsectors, types, and size ofcompanies that are nominatedfor Social Brands 100 is ourprime concern.
This principle is baed-in to thetwo separate elements of thescoring, the Data Score and thePanel Score, which combine tocreate the overall Social BrandScore that rans theshortlisted 100.
This is arrived at by measuringobservable marers in socialspaces that indicate strong socialperformance. These marersare the external evidence thata brand is adopting the socialprinciples of win-win relationships,active listening and appropriatesocial behaviour.
We are not in the game ofscoring brands for the volumeof mentions (buzz) around theirname or associated terms.Similarly, the size of communitye.g. followers on Twitter, FacebooFans, is used to normalise thescores, to allow large and smallorganisations to be comparedfairly with large ones.
We loo at 19 separateobservable marers acrossFaceboo, Twitter, YouTube,foursquare, Google+, brandowned forums, brand websitesand brand blogs.
While the marers are varied,they all share a common purpose;to measure the intensity ofinteractions between the brandand the individuals who mae upthe brands community. Taentogether, these indicate howsuccessfully each brand usessocial media to create a vibrantcommunity.
The diagram on the right providesan overview of each of the 19observable marers. Furtherdetails on the behaviour eachmarer measures can be found inthe Appendix.
The total available points from thedata score were 262.5.
DATA SCORE
overview oF the 19 oBservaBLe markers
FaCeBook TWITTER
YOUTUBE
Foursquare
GOOGLE+
BRAND BLOG
BRAND WEBSITE
BRAND-OWNED FORUM
Brand post engagement
Fan post : Brand post ratio
Fan post engagement
Fan posts interacted with by brand
Blog usage
Comment to post ratio
Outpost lins
Outpost lin visibility
Posts per thread
All @brand mentions
Retweets
Timeliness of response
Mentions of third party @accounts by @brand
Average views per video
Average comments per video
Tips done
+1s per post
Shares per post
Comments per post
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51 Domino's Pizza Travel & Leisure 115 78 193
51 Tate Travel & Leisure 115 78 193
53 B&Q Retail 116 76 192
53 Muddy Boots Real Foods FMCG 113 79 192
55 Motorola Technology 128 62 190
55 WestJet Travel & Leisure 133 57 190
57 The Collective NZ FMCG 110 79 189
58 O2 Telecom 113 75 188
59 Dell Technology 112 75 187
60 Lush Fashion and Beauty 114 70 184
60 Mobile Viings Telecom 127 57 184
62 Chiltern Railways Travel & Leisure 122 60 18262 Mr & Mrs Smith Travel & Leisure 118 64 182
62 Southwest Airlines Travel & Leisure 116 66 182
65 Groupon Services 117 64 181
65 Intel Uk Technology 128 53 181
65 Virgin Money Financial Services 127 54 181
68 MaxiRAW FMCG 142 38 180
68 Mongoose Cricet Manufactured goods 127 53 180
70 MTV Geordie Shore Media 129 50 179
71 Orange Telecom 112 66 178
71 RAF Benevolent Fund Charity 117 61 178
71 Virgin Atlantic Travel & Leisure 111 67 178
71 VisitWoods Charity 112 66 178
75 HMV Retail 114 61 175
rank Brand industry data sCore paneL sCore soCiaL Brand sCore*
76 Bing Uk Technology 130 44 174
76 e.l.f. Cosmetics Fashion and Beauty 127 47 174
78 Sony Ericsson (Xperia) Technology 137 36 173
78 Very.co.u Retail 117 56 173
80 Delta Travel & Leisure 126 46 172
81 Google Technology 125 46 171
81 Virgin Trains Travel & Leisure 118 53 171
83 studentbeans.com Services 110 60 170
84 Comcast Telecom 126 42 168
84 Samsung Mobile Technology 128 40 168
86 Just Giving Charity 118 49 167
86 MTV Uk Media 118 49 16788 Simplyhealth Financial Services 123 42 165
89 The National Lottery Charity 110 53 163
89 Walers Crisps FMCG 125 38 163
91 Frugi Retail 112 50 162
92 Estee Lauder Fashion and Beauty 111 49 160
92 Oral B FMCG 119 41 160
94 CenturyLin Telecom 121 38 159
95 Acura Automotive 131 26 157
96 Ribena FMCG 117 38 155
97 PayPal Financial Services 113 41 154
98 Tropicana FMCG 110 34 144
99 AT&T Telecom 110 33 143
100 BullGuard Technology 113 20 133
rank Brand industry data sCore paneL sCore soCiaL Brand sCore*
*Th e to ta l avai la bl e po in ts from th e da ta sco re and pan el sco re i s 382.5 *Th e to ta l avai la bl e po in ts from the data score an d pane l score is 382 .5
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As with Twitter, there is greatupside potential for brands whenit comes to Google+, YouTube,Foursquare and brand ownedforums. On each of theseplatforms the mean scores arewell below the total possible,and there were large dierencesbetween the best and worstperformers.
On YouTube, the Technologysector proved the mostconsistent performer with theregular use of the platform foruser guides and applicationideas. Selected Travel & Leisureand FMCG brands also used theplatform eectively to sharestories about their products andservices. For the top ten brandson this platform, this provided asignicant uplift in points scored,giving an average of 29 points,compared to a 16-point averagefor YouTube across the 100.
Google+ wasnt in existence forlast years Social Brands 100,but in ten months it has movedrapidly to get on the radar ofbrands operating in social spaces.
Unsurprisingly it is some of thearchetypal early adopters ofsocial media that have risen tothe top of the Google+ ranings,and Technology companies areprevalent here. The observablemarers used for Google+ areall about engagement, so thesebrands are oering the mostcompelling content, and eectivecommunity management onthe platform.
Amongst brand owned forumsthe Entertainment brands werethe most highly rated, with forumsthat provide comprehensivebrand and peer support, or thatprovide a platform for lie-minded communities to gather.The community and interactionprovided by these forums oersa counter to the observed lac ofintensive conversation betweenEntertainment brands andindividuals on Twitter.
The chart on the right shows thegap between current mean scoresamongst the Social Brands 100on the major platforms, and thehighest possible scores.
OTHER PLATFORMSSOCIAL BRANDS 100 PERFORMANCE ON TWITTER soCiaL Brands 100 mean perFormanCe By pLatForm vs. totaL possiBLe sCore
Upper Q4
Upper mid Q3
Lower mid Q2
Lowest Q1
90.00
80.00
70.00
60.00
50.00
40.00
30.00
20.00
10.00
FaCeBook TWITTER YOUTUBE GOOGLE+ Foursquare OWN FORUMS
O ve ra ll mea n To ta l po ss ib le s co re
INSIGHTS INSIGHTS
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BY PLATFORM
The following tables show thetop ten performing brands inthis years Social Brands 100across each of Faceboo,Twitter, YouTube, Google+,and foursquare.
rank Brand industry
1 MaxiRAW FMCG
2 Trent Barton Travel & Leisure
3 RSPB Charity
4 Cardi bus Travel & Leisure
5 Orange Telecom
6 Chiltern Railways Travel & Leisure
7 CenturyLin Telecom
8 Met Oce Services
9 Mobile Viings Telecom
10 AVG Technology
rank Brand industry
1 Acura Automotive
2 Google Technology
3 The Ellen DeGeneres Show Entertainment
4 Manchester City Football Club Travel & Leisure
5 Guinness World Records Media
6 giga Telecom
7 AVG Technology
8 GoPro Technology
9 Sony Ericsson (Xperia) Technology
10 Samsung Mobile Technology
rank Brand industry
1 Starbucs Travel & Leisure
2 Intel Uk Technology
3 WWE Entertainment
4 kLM Travel & Leisure
5 National Trust Charity
6 Bing Uk Technology
7 HMV Retail
8 Fifteen Cornwall Travel & Leisure
9 Blacberry Technology
10 Manchester City Football Club Travel & Leisure
top 10 FaCeBook TOP 10 YOUTUBE top 10 Foursquare
rank Brand industry
1 National Rail Enquiries Services
2 Tetley FMCG
3 MTV Geordie Shore Media
4 Oral B FMCG
5 Capital FM Media
6 BBC Media
7 Manchester City Football Club Travel & Leisure
8 Motorola Technology
9 MTV Uk Media
10 Leicester Tigers Rugby Club Travel & Leisure
TOP 10 TWITTERrank Brand industry
1 Red Bull FMCG
2 Google Technology
3 Blacberry Technology
4 Intel Uk Technology
5 Starbucs Travel & Leisure
6 Cadbury FMCG
7 Ford Automotive
8 WWE Entertainment
9 Sony Ericsson (Xperia) Technology
10 Samsung Mobile Technology
TOP 10 GOOGLE +
INSIGHTS INSIGHTS
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INSIGHTS INSIGHTS
rank Brand industry
1 MaxiRAW FMCG
2 road.cc Media
3 Trent Barton Travel & Leisure
4 The Ellen DeGeneres Show Entertainment
5 Manchester City Football Club Travel & Leisure
6 Gibson Manufactured goods
7 RSPB Charity
8 Penguin Uk Media
9 RAF Benevolent Fund Charity
10 Leicester Tigers Rugby Club Travel & Leisure
rank Brand industry
1 O2 Telecom
2 HTC Technology
3 Met Oce Services
4 WestJet Travel & Leisure
5 Virgin Trains Travel & Leisure
6 Xbox Entertainment
7 Chiltern Railways Travel & Leisure
8 WWE Entertainment
9 National Rail Enquiries Services
10 MTV Uk Media
rank Brand industry
1 Schuh Retail
2 The Collective NZ FMCG
3 AVG Technology
4 Virgin Money Financial Services
5 Orange Telecom
6 National Rail Enquiries Services
7 MaxiRAW FMCG
8 Trent Barton Travel & Leisure
9 Cardi bus Travel & Leisure
10 Chiltern Railways Travel & Leisure
rank Brand industry
1 National Rail Enquiries Services
2 ASOS Retail
3 MTV Geordie Shore Media
4 Marie Curie Cancer Care Charity
5 BBC Media
6 Virtuous Bread Travel & Leisure
7 Oral B FMCG
8 studentbeans.com Services
9 Met Oce Services
10 Chiltern Railways Travel & Leisure
FaCeBook BRAND POST ENGAGEMENT TWITTER MENTIONS OF THIRD PARTY @ACCOUNTS BY @BRAND
FaCeBook FAN POSTS INTERACTED WITH BY BRAND TWITTER TIMELINESS OF RESPONSE
By marker
The following tables show thetop ten performing brandsagainst a selection of ourobservable marers.
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SOCIAL'S GROWTH
Social networ user numbershave exploded. Establishedplayers are going from strengthto strength and newcomerslie Pinterest, Instagram andGoogle+ are growing fast. This isa brief loo at how the networsmeasured in the raning haveevolved over the last year.
2011 q1: 500 miLLion users
2012 q1: 901 miLLion users
The worlds biggest socialnetwor has experienceddramatic growth and isnt slowingdown. New features lie Timelineprove Faceboo isnt complacentand with 1 billion users expectedby August 2012, it will remain aforce to be reconed with.
2011 q1: 200 miLLion ra*2012 q1:500 miLLion ra*
The information networ isnow part of millions of peopleslives due to its prominent useby journalists and celebrities.Twitters current focus is onmonetising the platform, with aredesign and new features thatappeal to brands.
* Registered accounts
2011 q1: 490 miLLion mau**2012 q1: 800 miLLion mau**
With 3 billion hours of videoviewed each month, YouTubeis one of the most popular andestablished networs. Googlesmost successful social serviceowns the web video space andcontinues to grow in numbers andsocial features.
** Monthly active users
2011 q1: 102 miLLion users2012 q1: 151 miLLion users
LinedIn was one of the rst tolaunch its IPO and is positionedas the place for recruitment andprofessional networing. Growthin users has been comparativelysmall, but with ey purchases andimprovements to its core product,expect gures to grow.
2011 q1: June LaunCh2012 q1: 170 miLLion users
Google is constantly upgradingits new networ and baing itinto its web products to ensuresuccess, something proving bothcontroversial and benecial inequal amounts.
2011 q1: 10 miLLion users2012 q1: 20 miLLion users
Foursquare has doubled itsuser base, has a dedicatedglobal community and seen oother threats. Its use of data topower new features and otherapplications location featuresshows some of the platformspotential.
In summary, 2012 so far has beenone of the biggest years for thesocial restructuring of the web.Faceboo's IPO, its $1 billionpurchase of Instagram, Googlesrestructure around social, andthe lies of Apple and Microsoftembedding social networs intotheir products are all evidence ofsocial's impact.
HISTORICAL TRENDS
While Faceboo and Twitterenjoyed 100% adoption amongstthe Social Brands 100 and
YouTube 96%, all slightly higheryear-on-year, 2012 was reallyabout geo-location failing totae o.
Only 18% of the Social Brands100 use a foursquare brandoutpost, a gure down from lastyears 22%. Those brands that areactive on foursquare lie Intel andNational Geographic are creatinggood interaction, however formost it remains outside their corecommunity building strategy.
Interesting new entrants thisyear are Google+, which with49% adoption is already well
ahead of foursquare. While wedidnt analyse data results fromPinterest in this years raning wenote that 49% of the 100 brandshave created a prole on theimage driven interest networ,including eight out of our topten brands.
Twitter 99%
Faceboo 94%
YouTube 83%
Brand community 31%
foursquare 22%
PERCENTAGE BRAND ADOPTION OF PLATFORMS 2012
PERCENTAGE BRAND ADOPTION OF PLATFORMS 2011
Twitter 100%
Faceboo 100%
YouTube 96%
Brand community 28%
foursquare 18%
FaCeBook
TWITTER Linkedin Foursquare
GOOGLE+
INSIGHTS INSIGHTS
YOUTUBE
Sources: Faceboo, Mashable,YouTube, LinedIn, Google, foursquare
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Putting this number of brandsunder the social performancemicroscope provides anopportunity to reect on what isworing for them, and what thechallenges ahead might be.
In terms of the behaviours thatcreate success in social, theyremain consistent, becausepeople and how they lie to betreated remain consistent. Insummary those behaviours are:
Focus on creating value forpeople and communities, notsending messages
Be happy to exchange rigidbrand control for greaterinvolvement with people
Manage the brand in a morehuman context, focus on thespirit of the brand, its character,values, purpose and causes,rather than the letter of thebrand guidelines
Listen actively and be timely,agile and responsive tomae the most of emergingconversations
Act appropriately, reectingthe etiquette of each socialenvironment
Put the needs of thecommunity, and individualswithin it, ahead of your own
Be true, compelling, authenticand transparent
Place win-win relationships atthe heart of your business.
keeping these behaviours in mindduring every interaction, strategyplanning session and objectivessetting exercise, will direct anybrand towards better social mediaperformance.
This appears to be the greatestchallenge for brands in social.
Expressing the brand witha truly human voice, on aconsistent basis and within largecommunities is a big challengethat only a handful of brands aremeeting. This poses the question:are brands simply wrestling withthe challenge of scaling-up inthis area, or is there a lac ofgenuine appetite to engage atthis personal level?
Our observation is that brandsembracing this human approachare willing to invest emotionallyin their communities, and createstrong one-to-one relationships.This is in contrast to brands thatmay have regular conversationand response but where theinteractions are standard andsuggest a scripted, brandguidelines focused approach.
To meet the challenge ofdelivering personal value atscale, brands will have to investin larger teams of socially savvyemployees. These individualswill be clear on the purpose orspirit of the brand and will beempowered to represent thebrand with a human voice.
At its heart a commitment isrequired from brands to spendmore time being interested, ratherthan trying to be interesting.
Here are a few questions to asyourself if you are involved inrepresenting a brand in socialspaces:
Are you joining conversationsconsistently and positively,or do you only step in when anegative emerges?
When you place a new threadinto the conversation how doyou frame it? Do you as open
questions to invite response, ordo you announce content in atraditional broadcast way?
Are you spending at leastas much time listening andresponding as you are runningyour own content plan?
Are you open-minded andagile enough to capitalise on astrong emerging meme in thecommunity, rather than stic toa content schedule?
In what remain challenging globaleconomic times, one big questionremains at the top of everyMareting Directors agendaaround social How do I showthat social spend is eective, andprovides return on investment?
Social Brands 100 is committedto helping answer that questionby developing its research infuture years to cover brandobjectives and outcomesfrom social activity, as well asthe outputs that are coveredcurrently.
In the meantime, we will leave youwith an observation.
Good active listening, asing openquestions, and trying to uncoverand then respond to genuinecustomer need uses many of theaccepted fundamentals of goodselling techniques. The dierenceis that we now have the ability tolisten and learn not just in face-to-face interactions with customersor prospects, but persistentlyacross all social platforms.
The aggregated intelligencegathered from this listening isextremely powerful. It can helpbrands get ahead of what themaret wants in terms of productand service, and provide insightinto what proposition will resonatewith the community.
Used smartly this data is agoldmine that can transformbusiness performance. Thats astory every boardroom is eento hear.
THE BIG ISSUES
deLivering personaLvaLue - at sCaLe
INSIGHTS INSIGHTS
the no.1 question
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innoCent: a personaL approaCh
CASE STUDY
Since its launch a little overa decade ago, Innocent hasstood out for its innovativeand entertaining approach tocommunications. Although weare now used to having ourpacaging tal to us, bac when
Innocents bottles rst appearedon supermaret shelves coveredin distinctive illustrations andirreverent copy a by-product ofhaving no budget for a traditionaladvertising campaign at the time it was radical.
Innocent is a food and drinscompany whose products areavailable across Europe.
Signicantly, the bananaphonenumber, Innocent's customerhelp-line, has always beenincluded on labels, with anopen invitation to get in touchwith Fruit Towers. Wevealways wanted to build actual
relationships with our driners,says Innocents Joe McEwan. Itstarted with taling to people onour pacaging, inviting them tocall the bananaphone, meetingthem at events we put on, andso on. It naturally extended intodigital and then social media asthose channels evolved.
So from the beginning Innocentsvalues have been rooted inwhat is now recognised asgood social behaviour, taing ahuman approach to managingthe brand, creating value for,and listening and responding to
people. Maintaining this approachin the face of signicant growth,inevitable changes to the teamline-up, and a rapidly evolvingcommunications landscapehowever, is no mean tas.According to McEwan, ey toInnocents success has beena consistent tone of voice one that's natural, honest, andengaging maing social activityfeel lie a natural extension of thecompanys personality.
The Innocent approach to socialhas historically been quiteorganic, changing as the teamexperiments with new ideas andtypes of content. Over the lastyear in particular, theres beenrecognition internally that social
should be integrated across thebusiness more formally, striinga balance between a healthydegree of spontaneity and amore strategic approach, saysMcEwan. One result has beencloser collaboration with thein-house creative department.Following a session ahead of StGeorges Day, the team createdand shared An Innocent Guide toSlaying a Dragon. Success hingeson having a Brazil nut to hand, incase youre wondering.
As they continue to experimentwith the potential of emergingplatforms, the Community Teamis eeping an eye on how to bestdevelop each ones own looand feel while maintaining thatall-important consistency. ForMcEwan, a dedicated in-houseteam is essential to Innocentsfuture success to ensure thebusiness eeps learning anddevelops the deepest possiblerelationship with its communities.
In an ever-changing sociallandscape, Innocent maintainsa exible and creative approachunderpinned by a clearunderstanding of the spirit of thebrand, passion for the product,and a desire to engage withpeople on a one-to-one level.
ranking: 1
data sCore: 139
paneL sCore: 99
soCiaL Brand sCore: 238
Weve always
wanted tobuild actualrelationshipswith ourdrinkers.
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CASE STUDY CASE STUDY
Faceboo may have brandsthining about fans lie neverbefore, but they have always beenthe lifeblood of football clubs.With devotees around the globe,engaging through social mediahas been an opportunity forsome quic wins for clubs in thePremier League.
The nature of professional sportsis such that theres an obviouslin between new fan uptaeand success on the pitch, soManchester City Football Club hasseen numbers grow as it has risenthrough the league table thisyear, becoming Premier Leaguechampions for the rst time in44 years.
Manchester City Football
Club won the Premier Leaguechampionship in May 2012.
Within top ten brands overallon Twitter, YouTube andfoursquare.
Top Five for brand postengagement on Faceboo.
The social media teams objectiveis to engage with new fans andgive them even more reasonsto stay loyal, while deepeningrelationships with life-longsupporters. Because its football,its tribal and passionate, saysManchester Citys Chris Nield.We need to be lie a mate to ourfans there to listen and help.
The Club relaunched its websitein July 2010 with social mediafully integrated into the site. It hascontinued to improve functionalitysince then and developed avariety of content, hosting livechats on Twitter with the players,livestreaming training sessions,creating videos for its YouTubechannel, and displaying moderatedtweets on the big screen beforeand after games. Weve alsogot proles up and running onInstagram and Pinterest, saysNield. We do dierent things onthese niche platforms and wontexpect big numbers but its goodto be there getting to now a reallyinterested and educated fanbase.
This summer Manchester Citywill be getting involved with thefestival circuit, releasing an appthat celebrates the citys musicalheritage. Users can downloadtracs by local bands, remix them,and share with friends. This willgive fans something to engagewith while they wait for the newfootball season to start,says Nield.
Further aeld, Nield will beworing with micro-blogging siteWeibo for the rst time, as theteam starts a pre-season tour inChina a good reminder aboutthe distinctive nature of socialmedia in some countries.
Its approach to social mediahas enabled Manchester Cityto deepen its relationship withdie-hard supporters, connectwith a diverse base of new fans,and most importantly, to lay thegroundwor to retain them forthe future.
manChester City FC: top oF the soCiaL League
ranking: 16
data sCore: 132
paneL sCore: 84
soCiaL Brand sCore: 216
ARkive, the vast and free audio-visual wildlife archive, aims toinspire a global community withits virtual conservation eort.
Content is at the top of manya brands agenda and ARkivecertainly has no shortage,with more than 3,500 of theworlds leading lmmaersand photographers actively
contributing material. However,as is often the case, its not whatyouve got but what you do with itthat counts.
According to ARkives Ellie Dart,social is fundamentally aboutconversation for the brand. Oneof the coolest things for us is thatwe can have a natter with peoplearound the world as individuals,not just a mass of lies ortweeps, she says.
ARkive is a digital library ofthe world's species run bycharity Wildscreen.
No. 1 charity brand for overallperformance on platforms.
By engaging in discussion anddebate on a variety of platforms,the team gains insights into whatpeople want, whether thats newsabout the worlds rarest wildcator a short lm of sleepy meeratsdozing o at the post.
In February, ARkive asedpeople to tweet the name oftheir favourite species along with
#lovespecies and several well-nown Uk wildlife personalitiesgot involved including MarCarwardine and Liz Bonnin.ARkive complemented this Twitteractivity with a Love SpeciesValentines Quiz on Faceboo,which tested players nowledgeof dierent species more unusualmating habits.
The challenge ahead lies ineeping up with the launch ofnew social platforms. Along withPinterest and the rise of socialTV, Dart is eeping an eye ontwo new platforms in particular;Chime, which is organised aroundcommon interests and aims to
share advertising revenue withits users, and SceneChat.com,which enables social interactionson video.
The growing number of platformshas made analysis moreimportant than ever, and as socialmedias inuence on SEO hasincreased, platforms have beenbetter integrated into the ARkive
website.
By engaging with people in theright places and listening towhat they want, social mediais enabling ARkive to engagecreatively with dierent groupsand raise the prole of themany thousands of endangeredspecies to ultimately ensure theirconservation.
One thing will denitely remain apriority in the year ahead; Lastyear social media was aboutconversation; this year socialmedia is about conversation,says Dart.
arkive: Conservation through Conversation
ranking: 6
data sCore: 145
paneL sCore: 87
soCiaL Brand sCore: 232
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CASE STUDY CASE STUDY
We now its important andwe now we need to have it,but anti-virus software doesntautomatically feel lie the mostengaging of subjects, maingAVGs Toothpics versus Tigerscampaign all the more interesting.
Late last year, the softwarecompany wanted to demonstratehow its technology wors in an
engaging way, so placed twopeople in a cage made of 3.5million glued together toothpics.They spent the night in a Thai
jungle to see how the cagewould hold up against curiousand territorial tigers. The goodnews is that they survived, andAVG vividly demonstrated how itsstrength in numbers approachwors; users are the toothpics,the threat to online security isthe tiger, and the glue is AVG,providing protection and themeans for the community toshare information.
AVG provides software solutionsto computer security threats forpersonal and business customers.
No. 2 Tech brand forsecond year.
Within top ten brands onYouTube and Faceboo.
With almost 5 million views onYouTube and a lively thread ofcomments, the lm certainlyseems to have hit the mar, butits just one of a series of videosthe company has made with theaim of educating its communitythrough tutorials and insights intotopical security issues.
For AVGs Jas Dhaliwal,
participating in discussion andbeing open to opinion is ey tobeing a social brand. We tae ourmessaging and content right tothe heart of our community, hesays. It allows the wider publicto have an ongoing conversationwith us. Feedbac helps us tobuild better products. Advocacybrings us closer to those who arelife-long supporters of the brandand our products.
Social also plays an importantrole in customer support onFaceboo. Its great to see howpeople have not only joined thePage, but made it their dailydestination for security news andupdates, says Dhaliwal. With over1 million fans, AVG thans itsmost active and helpful membersthrough its monthly CommunityAwards, which bestow free
licences and increasing pers onrepeat winners.
The challenge lies in stayingrelevant and one step ahead asthousands of brands get betterat social media. AVGs growingglobal team and well-establishedcommunity of advocates putsthem in a good position now,but they dont feel complacentbecause, as Dhaliwal points out,Social never sleeps!
avg: using advoCaCy to BuiLd a Better Brand
ranking: 29
data sCore: 133
paneL sCore: 73
soCiaL Brand sCore: 206
Chatting about holiday plansand crushes; all in a days worfor the team at Schuh. Their aimis to give people something tolaugh about and a good chinwagaccording to Schuhs Jen Ranine.Last time we checed, we arehuman and we dont try to beanything but that; our customerswould see right through it,she says.
Over the last year, Schuh hasestablished a dedicated in-house social team. As wellas showcasing the brandspersonality, the team is there tomae sure that questions dont gounanswered and to eep up withnew developments on platforms.
Schuh is a fashion footwear
retailer with stores across theUk and Ireland.
No. 2 Retail brand.
No. 1 for fan posts interactedwith on Faceboo.
Social plays a role in allcommunications, fromcompetitions and in-store eventsto jobs and relevant serviceinformation, with the aim ofbuilding a community of lie-minded shoe lovers. We checevery feed under the sun toensure that nothing is missed,says Ranine. Customers nownow they can come to our socialpages to get answers to any
niggling questions or help withan order. Handling complaintsare part of the job and theteam dont remove negativecomments, believing its importantto demonstrate how they handleproblems that arise, adding to thehuman feel because everyonemaes mistaes.
Competitions have been avaluable way for the team toengage with their communitiesand reward customer loyalty.Having experimented withcreating Faceboo apps in-house,Schuh started woring with anagency last year. One resultwas iWin, which gave entrantsthe chance to win one of twoiPads and a pair of shoes. Weonly promoted the competition
through social and to our emaildatabase but our engagementlevels went through the roof andour audience grew by 8%,says Ranine.
The coming year will involveintegrating social into otheraspects of the business andengaging with new and regularcustomers who may not beaware of Shuhs social presence.Although Schuh may see socialas a great business tool, they aimto not lose sight of the fact thatpeople invite brands into theirsocial streams, It's a privilege,not a right, says Ranine.
sChuh: maintaining the human touCh
ranking: 40
data sCore: 129
paneL sCore: 71
soCiaL Brand sCore: 200
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The next generation of socialmedia is already being dened.Amongst the ey trends exploredbelow it is apparent that there aretwo main drivers: technology andsophisticated data.
Brands will need to eep paceby evolving exible strategies,up-silling teams, andexperimenting withcommunications designedto put the customer rst.
We are rapidly moving away fromthe push of a button or a swipeof a touch screen, to naturalinteractions, for example voice,gesture, touch, facial recognitionand smell. Social content in thefuture will need to communicatewith the consumer as if they werethere in person at that momentin time, providing personality andcontent that is contextuallyrelevant to that individual.
Physical objects connected to theInternet will interact with us as ifthey have a personality too.Devices already exist that cantweet us when the plants needwatering. Brands should loo tomove away from augmentingone-size-ts-all digital content,to the product itself actuallycommunicating personalisedcontent.
For example, bottled sports drinsmight access a users socialproles to remind them when theynext need to hydrate and providehealth advice tailored specicallyto that person. Tae it a stepfurther, and if we allow multipleproducts that we consume on aregular basis access to our socialproles, they will communicatewith one another and manage ourdaily lives.
Inuencers across all sectors willreign supreme. They will lter andcurate the content we consume.We will be able to follow everymove people choose to show usin the digital world. Brands willneed to be more sophisticatedin managing relationshipswith inuencers, creating andmeasuring content with both thesocial and interest graphs in mind.
With virtual and physicalproducts lined to the web,brands will need to become evenmore sophisticated with themeasurement of content andvalue delivered to customers.Every touchpoint in the purchasecycle can be lined directly to acustomers social prole allowingus to trac and measureinteractions in the physicalworld with the same depth asin the digital world. Data willbe interpreted correctly andresponded to in real-time, maingcreative content uid and agile tocapitalise on emerging trends.
For all the developments intechnology and data sharing,social brands of the future willneed to have the individual needsof their customers sitting at theheart of their communicationsstrategy. Communication isfundamentally personal, and withsocial media complementing therapid developments in technology,communications in the future willbecome hyper-personalised tothe point where relationships withbrands will be tangible.
NATURAL INTERFACES Content & FiLtering Bigger & Better data
WHAT NEXT?
By Tom Chapman, Head of Innovation for Lawton Communications Group
INTERNET OF THINGS
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APPENDIX
Automotive Ford 24 130 80 210
Automotive Acura 95 131 26 157
Charity Cancer Research Uk 4 134 101 235
Charity British Red Cross 5 129 104 233
Charity ARkive 6 145 87 232
Charity WWF 17 117 99 216
Charity DoSomething.org 18 125 90 215
Charity Help for Heroes 19 130 83 213
Charity RSPB 23 129 83 212
Charity National Trust 24 120 90 210
Charity NSPCC 29 115 91 206
Charity The MS Society 38 110 92 202
Charity The British Heart Foundation 39 126 75 201Charity Diabetes Uk 41 116 83 199
Charity Marie Curie Cancer Care 41 119 80 199
Charity RAF Benevolent Fund 71 117 61 178
Charity VisitWoods 71 112 66 178
Charity Just Giving 86 118 49 167
Charity The National Lottery 89 110 53 163
Entertainment The Ellen DeGeneres Show 9 140 84 224
Entertainment Xbox 13 137 81 218
Entertainment WWE 19 141 72 213
Fashion and Beauty Lush 60 114 70 184
Fashion and Beauty e.l.f. Cosmetics 76 127 47 174
Fashion and Beauty Estee Lauder 92 111 49 160
industry Brand rank data sCore paneL sCore soCiaL Brand sCore
1 No. 1 brands byindustry sector
2 Brands by industry sector
3 Observable marers
4 Methodology in detail
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1 NO. 1 BRANDS BY INDUSTRY SECTOR 2 BRANDS BY INDUSTRY SECTOR
INDUSTRY BRAND
Automotive Ford
Charity Cancer Research Uk
Entertainment The Ellen DeGeneres Show
Fashion & Beauty Lush
Financial Services Wonga
FMCG Innocent
Manufactured goods Gibson
Media Guinness World Records
Retail ASOS
Services Met Oce
Technology HTC
Telecom gigaTravel & Leisure Starbucs
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Financial Services Wonga 41 138 61 199
Financial Services Virgin Money 65 127 54 181
Financial Services Simplyhealth 88 123 42 165
Financial Services PayPal 97 113 41 154
FMCG Innocent 1 139 99 238
FMCG Cadbury 7 147 84 231
FMCG Lurpa 13 128 90 218
FMCG Red Bull 13 125 93 218
FMCG Cravendale 19 127 86 213
FMCG Tetley 24 135 75 210
FMCG Marmite 34 118 86 204
FMCG Muddy Boots Real Foods 53 113 79 192
FMCG The Collective NZ 57 110 79 189FMCG MaxiRAW 68 142 38 180
FMCG Walers Crisps 89 125 38 163
FMCG Oral B 92 119 41 160
FMCG Ribena 96 117 38 155
FMCG Tropicana 98 110 34 144
Manufactured goods Gibson 45 137 60 197
Manufactured goods Mongoose Cricet 68 127 53 180
Media Guinness World Records 12 145 74 219
Media Capital FM 27 133 75 208
Media Penguin Uk 27 134 74 208
Media road.cc 34 140 64 204
Media BBC 45 114 83 197
industry Brand rank data sCore paneL sCore soCiaL Brand sCore
Media MTV Geordie Shore 70 129 50 179
Media MTV Uk 86 118 49 167
Retail ASOS 7 129 102 231
Retail Schuh 40 129 71 200
Retail TOMS 49 129 66 195
Retail Sainsbury's 50 117 77 194
Retail B&Q 53 116 76 192
Retail HMV 75 114 61 175
Retail Very.co.u 78 117 56 173
Retail Frugi 91 112 50 162
Services Met Oce 9 145 79 224
Services National Rail Enquiries 36 131 72 203
Services Groupon 65 117 64 181Services studentbeans.com 83 110 60 170
Technology HTC 11 164 57 221
Technology AVG 29 133 73 206
Technology GoPro 36 140 63 203
Technology Blacberry 45 147 50 197
Technology Motorola 55 128 62 190
Technology Dell 59 112 75 187
Technology Intel Uk 65 128 53 181
Technology Bing Uk 76 130 44 174
Technology Sony Ericsson (Xperia) 78 137 36 173
Technology Google 81 125 46 171
Technology Samsung Mobile 84 128 40 168
industry Brand rank data sCore paneL sCore soCiaL Brand sCore
2 BRANDS BY INDUSTRY SECTOR (CONT) 2 BRANDS BY INDUSTRY SECTOR (CONT)
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Technology BullGuard 100 113 20 133
Telecom giga 3 155 81 236
Telecom O2 58 113 75 188
Telecom Mobile Viings 60 127 57 184
Telecom Orange 71 112 66 178
Telecom Comcast 84 126 42 168
Telecom CenturyLin 94 121 38 159
Telecom AT&T 99 110 33 143
Travel & Leisure Virtuous Bread 29 123 83 206
Travel & Leisure Starbucs 2 151 86 237
Travel & Leisure Manchester City Football Club 16 132 84 216
Travel & Leisure kLM 19 127 86 213
Travel & Leisure Trent Barton 29 123 83 206Travel & Leisure Leicester Tigers Rugby Club 33 129 76 205
Travel & Leisure Fifteen Cornwall 44 112 86 198
Travel & Leisure Cardi bus 45 118 79 197
Travel & Leisure Domino's Pizza 51 115 78 193
Travel & Leisure Tate 51 115 78 193
Travel & Leisure WestJet 55 133 57 190
Travel & Leisure Chiltern Railways 62 122 60 182
Travel & Leisure Mr & Mrs Smith 62 118 64 182
Travel & Leisure Southwest Airlines 62 116 66 182
Travel & Leisure Virgin Atlantic 71 111 67 178
Travel & Leisure Delta 80 126 46 172
Travel & Leisure Virgin Trains 81 118 53 171
industry Brand rank data sCore paneL sCore soCiaL Brand sCore
2 BRANDS BY INDUSTRY SECTOR (CONT)
The scoring across each of theplatforms is based on a series ofobservable marers. Each oneindicates a dierent aspect ofsocial behaviour by the brands. Ineect, we are measuring a basetof outputs which together showsocial performance levels.
On the next three pages thereare further descriptions of themarers and what each onemeasures.
oBservaBLe markers
FaCeBook
Brand postengagement
Fan post:Brand post ratio
Fan post
engagement
Fan posts interactedwith by brand
Number of lies,comments andshares generatedby brand posts(normalised forcommunity size)
Ratio of fan posts tobrand posts
Number of lies,
comments andshares generatedby fan posts(normalised forcommunity size)
Percentage of fanposts responded to bybrand administrator/community manager
Intensity of interactionwith brand postedcontent. Provides ameasure of the brandssuccess in creatingcontent and behaviourthat is valuable in theeyes of the communityVibrancy of communityand brandswillingness/ability tofoster communityparticipation
Intensity of interaction
with fan postedcontent, providing ameasure of the healthof the peer-to-peerspirit in the community
Quality of activelistening, andwillingness toundertae genuineconversation vs.broadcast messages
marker name marker desCription MEASURING
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TWITTER
All @brand mentions
Retweets
Mentions of third
party @accounts by@brand
Timeliness ofresponse
Number of @brandmentions (normalisedfor number offollowers)
Retweets of @brandtweets (normalised fornumber of followers)
Mentions of third
party @accounts by@brand
Average time taenwhen responding tothird party @accounts
Success in creatingcontent andconversations thatare shared throughnetwors
Ability to createcontent that hasso much value inthe eyes of thecommunity that theyare willing to shareit with their ownsocial graph
Quality of active
listening andwillingness toundertae genuineconversation vs.pushing messagesHaving the resourceand will to deliveralways-on communitymanagement
marker name marker desCripti on MEASURING
GOOGLE+
+1s per post
Shares per post
Comments per post
Average +1s per post
Average sharesper post
Average commentsper post
Ability to createcontent that hasso much value inthe eyes of thecommunity that theyare willing to share itwith their own socialgraph
Ability to createcontent that hasso much value inthe eyes of thecommunity that theyare willing to share itwith their own social
graph
Intensity of interactionwith brand postedcontent. Providesa measure of thebrands success increating content, andconversation that isvaluable in the eyes ofthe community
marker name marker desCription MEASURING
YOUTUBE
Average viewsper video
Average commentsper video
Average numberof views per videoposted by brand
Average number ofcomments per videoposted by brand
Value of video contentin the eyes of thecommunity
Intensity of interactionwith video content
marker name marker desCripti on MEASURING
BRAND OWNED FORUM
Posts per thread Posts per forumthread
Success in creatinga vibrant communitywith high levels ofinteraction
marker name marker desCription MEASURING
BRAND OWNED BLOG
Blog usage
Comment : post ratio
Brand blog used
Comment topost ratio
Willingness to createlong-form content, andengage with community
Success in creatingvaluable andappropriate contentthat prompts interaction
marker name marker desCription MEASURING
OWN WEBSITE
Outpost lins
Outpost lin visibility
Lins to socialoutposts
Visibility of lins tosocial outposts
Proactive promotionof brands wider socialfootprint
High priority given tosocial outposts as partof overall digital brandexperience
marker name marker desCripti on MEASURING
Foursquare
Tips done Average number ofpeople who completed
tips left by the brand
Creation of valuableand appropriate
content that promptsinteraction
marker name marker desCripti on MEASURING
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aCknowLedgements
We would lie to express ourthans to the following individualsand organisations that have madesignicant contributions to theSocial Brands 100.
To Brandwatch, our social mediamonitoring partner for the secondtime round. They power a largepart of the analytics behind theraning, and this year developedbespoe algorithms to alloweven greater levels of detailedassessment.
To our exclusive media partner,Brand Republic, for theirenthusiasm for and support of
the research.To our judging panel, whocontributed their time andconsiderable expertise.
To Nexus Globalnet, our wipartner, for ensuring reliableconnectivity at our events.
Finally, than you for yourinterest. Please contact any ofus with thoughts or questions [email protected] @socialbrands100.
Steve SponderHead of Agency, Headstream
Julius DuncanMareting DirectorMaeve OSullivanContent DirectorNic OwenHead of Data AnalyticsAndrea CattConnections DirectorDarren VernallArt DirectorSam HilarySocial Media ManagerSteve MatthewsDesignerRich SmithProject Manager (Publications)Jeremy BourtonMareting Executive
SOCIAL BRANDS 100TEAM
SOCIAL BRANDS 100PARTNERS
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ABOUT HEADSTREAM
Headstream is a specialist socialagency and part of the Lawton
Communications Group.
For the past six years weve beenhelping brands lie the BBC,Activision and McLaren becomemore successful by embeddingsocial into their maretingcommunications.
Social is maing maretingexciting again
Social brings brands closerto customers
Social should be simple
When we have fun with ourclients, we do better wor.
For more information onHeadstreams wor contact:
Andrea [email protected]@andreacatt
+44 (0)23 8082 8520
For media enquiries contact:
Julius [email protected]@juliusduncan
+44 (0)23 8082 8585
www.headstream.com@headstream
we BeLieve
The Social Brand Agency
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GLOSSARY
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Brand GuidelinesA written document outlining themain statements and values thata company has in place, enablingothers to understand what thebrand is about.
CrowdsourcedThe act of putting out aninformation request to a largegroup of people, often open tothe general public, and collectingtogether the ideas to inuence orcreate a project.
DiasporaA community of people that hasspread to diverse locations.
Inuencerskey people in communities whoare either well read by, or looedup to by the community that theyinhabit.
Interest GraphA networ of relationshipsbetween individuals and onlinecontent that centres on aparticular topic, or interest.MemeA piece of content, or behaviouralact, which is passed on rapidlybetween people, attractingwidespread attention acrossdigital and social platforms.
NormaliseTo mae information conform to aset standard.
Observable MarerAn indicator of interactionsbetween people in social anddigital spaces.
Social AgeThe period of time since Web 2.0emerged in the early part of thismillennium, enabling individualsto networ, share information,collaborate and create contenteasily.Social GraphThe global relationships betweenusers on social networs.
Social NetworAn online service, platform orsite that facilitates the building ofsocial relations among people.
Social SpacesThe types of websites and onlineplatforms that act as socialnetwors.
Value Based ContentContent that focuses onproviding a value to people e.g.utility, entertainment, rather thanpushing mareting messages.
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For extra copies ofSocial Brands 100 contact:[email protected]
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