I took a look through the SocialBrands 100 from Headstream this week, and for anyone who’s not had a chance, here’s a quick summary:
The report qualifies brands as being social based on their ability to engage with people and demonstrate 3 behaviours, consistently and intrinsically. These are:
- Active listening, and responding to what people care about
- Being compelling , true, authentic, and transparent in behaviour
- Doing these things because the community needs them, not (only) because the brand wants them
Before I give you the results, it’s interesting to note that in this world of new media, Web 3.0, la la la and so on…these three things, listening, being authentic/congruent, and letting the community (or the person) lead, are three of the key building blocks of psychological/counselling theories developed during the past century and before.
This serves as a nice reminder that just because we see a huge rate of change in technology and comms; this doesn’t mean we’re seeing a similarly huge change in human behaviour. Anyway, back to the report, the winners are:
Across the 3 areas identified, the report also gives more depth than simple rank, for instance:
Top brands were more responsive in owned communities than lower brands; the responding score of the top 20 brands was 35% higher than for the rest; and on topical sites, the score of the top 20 brands was 29% higher than the rest.
Percentage brand adoption for each key platform:
- 99% on Twitter
- 94% on Facebook
- 83% on YouTube
- 31% have a brand community
- 22% use geo-location platforms
They also found that top brands embraced the needsof people and communities more, and made them central to what they do, on many occasions putting the community’s immediate interests ahead of its own.
Now this is a big step, but it’s encouraging to see brands investing so wholeheartedly in social.
You can see the full report here, it’s easy to read, definitely worth 15 mins of your time… http://www.socialbrands100.com/
_______________________________________________________________________________________
Methodology
Social engagement score: desk based research across 5 social platforms (twitter, facebook, youtube, location based, and owned community)
- Brand ability to start conversations
- Engagement from user comments
- Response to user comments
Overlaid with 3 months of Brandwatch data on the wider web
Social brand score: the above + an expert panel score based on their industry experience
The top most bestest social brands
I took a look through the SocialBrands 100 from Headstream this week, and for anyone who’s not had a chance, here’s a quick summary:
The report qualifies brands as being social based on their ability to engage with people and demonstrate 3 behaviours, consistently and intrinsically. These are:
Before I give you the results, it’s interesting to note that in this world of new media, Web 3.0, la la la and so on…these three things, listening, being authentic/congruent, and letting the community (or the person) lead, are three of the key building blocks of psychological/counselling theories developed during the past century and before.
This serves as a nice reminder that just because we see a huge rate of change in technology and comms; this doesn’t mean we’re seeing a similarly huge change in human behaviour. Anyway, back to the report, the winners are:
Across the 3 areas identified, the report also gives more depth than simple rank, for instance:
Top brands were more responsive in owned communities than lower brands; the responding score of the top 20 brands was 35% higher than for the rest; and on topical sites, the score of the top 20 brands was 29% higher than the rest.
Percentage brand adoption for each key platform:
They also found that top brands embraced the needsof people and communities more, and made them central to what they do, on many occasions putting the community’s immediate interests ahead of its own.
Now this is a big step, but it’s encouraging to see brands investing so wholeheartedly in social.
You can see the full report here, it’s easy to read, definitely worth 15 mins of your time… http://www.socialbrands100.com/
_______________________________________________________________________________________
Methodology
Social engagement score: desk based research across 5 social platforms (twitter, facebook, youtube, location based, and owned community)
- Brand ability to start conversations
- Engagement from user comments
- Response to user comments
Overlaid with 3 months of Brandwatch data on the wider web
Social brand score: the above + an expert panel score based on their industry experience
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