Blogmeter top brands on social media 2012

July 2012

An analysis of top 100 most valuable brands

on Social Media

© Blogmeter 2012 I www.blogmeter.it

• Company specialised in Social Media Monitoring and Analytics

• 140+ listening projects in 26 industries and 7 markets in 2011

• Offices in Milan, Rome, Turin and Madrid

• Proprietary analysis tools and professional consultancy

Online Reputation

Monitoring Social Analytics

Fans profiling &

influencers mapping

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© Blogmeter 2012 I www.blogmeter.it 3

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Analyse the social media strategy of the best global

brands according to Brandz TOP 100 MOST VALUABLE

GLOBAL BRANDS report in order to identify best practices

and respond to the following questions:

• Global Vs local profiles?

• Which social media have the greatest penetration?

• Identify the best content strategies.

" "

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

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Initial Mapping:

• To find the brands social profiles we referred to the companies’ global

websites (if a brand had a social profile but was not communicated in

the global website we didn’t consider it);

• International profiles have been considered even when the language

used wasn’t English;

Twitter and Facebook specific analysis:

• Only one profile per brand per social network has been considered;

• If brands had more than one account on the same social network we

chose the one with the corporate name (or the brand specific one);

• If several accounts were available and no one was specifically

corporate we chose the most followed one;

Tools:

The analysis has been carried out by the Blogmeter social analysis team

using Blogmeter’s Social Analytics tools.

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0

10

20

30

40

50

60

70

70%

9

0

10

20

30

40

50

60

70

68%

70%

10

0

10

20

30

40

50

60

70

68%

51%

70%

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0

10

20

30

40

50

60

70

68%

51%

70%

14%

22%

7%

13%

5%

12

+ + +

+ + +

22%

9%

14%

8%

+ + +

+ + +

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Data updated: 30/06/2012

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5/10 are food & beverage

brands

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Over 140 millions fans for

the top 5 fanpages!

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the top 5 fanpages!

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the top 5 fanpages!

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the top 5 fanpages!

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Period: 1/06/2012 – 30/06/2012 – minimum fanbase considered 374.922 (median value of ranked global fanpages)

(Engagement Rate = share + comments + likes of fans on brand posts*1.000/total fans)

Across many industries: from automotive, to banking

to telecom!


Period: 1/06/2012 – 30/06/2012

?

(Engagement Rate = share + comments + likes of fans on brand posts*1.000/total fans)

50% of the fanpages are

among the most followed in their industry!


Period: 1/06/2012 – 30/06/2012

ASPIRATIONAL..

PICTURES.. EMPATHY..

CREATIVITY & IRONY..

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Data updated 28/06/2012.

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widespread, fast, emotional..

6/10 are food & beverage brands


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Looking for the relationship

between KLOUT and FOLLOWERS


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ELECTRONICS, TECH AND INTERNET have better Klout score than the amount of followers

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TELECOM & BANKING are the industries that tweet the most



We are official Bank of America

Twitter reps, here to help,

listen & learn from our

customers. Tweet with Bank of

America reps 8-8 ET Mon-Fri.

The official home of O2 UK on

Twitter. Run by the social

media team. We’re helping

wherever we can.



n° following

n° following

1 Starbucks 77.939 Goldman Sachs 0

2 Coca Cola 67.674 Petrobras 0

3 Pepsi 44.798 Santander 0

4 Redbull 42.472 City 0

5 Subway 34.614 Sberbank 1

6 The Home Depot 34.504 Bradesco 14

7 Samsung 33.783 MTC 14

8 Telcel 29.120 Barclays 19

9 Bank of America 24.624 Tesco 52

10 American Express 18.165 Amazon 55



n° following

n° following

1 Starbucks 77.939 Goldman Sachs 0

2 Coca Cola 67.674 Petrobras 0

3 Pepsi 44.798 Santander 0

4 Redbull 42.472 City 0

5 Subway 34.614 Sberbank 1

6 The Home Depot 34.504 Bradesco 14

7 Samsung 33.783 MTC 14

8 Telcel 29.120 Barclays 19

9 Bank of America 24.624 Tesco 52

10 American Express 18.165 Amazon 55

Comparison with: Top 10 Followers – Top 10 Tweet – Top 10 Klout Data updated 28/06/2012.

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(n° followers)

(Klout score)

(n° tweets)

(n° following)

Food & beverage

36

Electronics Retail e-commerce

37

Banking

Telecom

38

Food & beverage Banking

39

Food & beverage

Electronics Retail e-commerce

Banking

Telecom

Food & beverage Banking

40


Local accounts also to promote vacancies or

careers.

Follow Coca-Cola HBC Italy to be up to date on our

news, promotions and job opportunities.

…

42


?

only 5 brands out of 100 have a link to the official

Pinterest profile on their website

brands with an official Pinterest profile

already have official profiles on at least 3

more social networks

all

only 2 brands have a Pinterest profile dedicated to Italy

(Telecom + Tim)


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product

promotion

inspirations,

pictures,

mentions

pin deals


14 brands out of 100 have the link to the official

Google Plus profile on their website (across

industries)

2 of them have less than 3 public updates in total

#1 addition to circles

+979.494 additions


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+917.137 Addition to circles

>28millions Fans on Facebook

Redbull posts the same content on both pages

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o DIFFERENT MAGNITUDE: McDonald’s global

Facebook Page has over 20million fans,

whereas the Italian one “I mille volti di

McDonald’s” has over 44 thousand of them.

o UPDATE: both pages are not updated every

day but only a few times a month. However,

the Italian page is updated more often than

the international one..

o DEDICATED CONTENT: the Italian page is not

just the global page translated into Italian. On

the Italian page there is country-specific

content and a strong attention to italianity.

(e.g. football matches of the Italian team

during Euro 2012, Italian ingredients in

sandwiches, etc).

o FAN ENGAGAMENT: also thanks to its lower

fanbase, the Italian page is more able than

the international one to fuel individual fans

participation.

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o DIFFERENT MAGNITUDE : the international

account has 5 times the followers of the

Italian one.

o METRICS: the international account has a

Klout score of 64, whereas the Italian

one has a Klout score of 47.

o CONTENTS: the Italian account tweets

more than the international one

(compared to the total amount of tweets).

The international account is mainly used

to share videos and fashion shows,

whereas the Italian one engages more

in conversations and retweets many

famous Italian influencers (e.g. Franca

Sozzani, Chiara Ferragni, … ).


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• About 70% of world’s most valuable brands have a Facebook

and/or Twitter profile.

• 22% of the analysed brands use more than one Twitter profile

and 14% more than one Facebook profile.

• There is an «ideal path» that leads to niche social media starting

from mainstream ones.

• The world’s biggest brands have a tendency to stay global.

• Not just one social media: winning strategies are built through a

coordinated management of the brand’s online presence. The

whole is greater than the sum of the parts!

• To conclude: the journey is better when shared! Conversation and

brand participation always win.

product manager social media analyst

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Blogmeter top brands on social media 2012