The social brand value of the world’s biggest brands

I’ve just finished working on a major report for Sociagility, which looks at 50 of the world’s most valuable brands and re-ranks them according to their ‘social brand value’. No prizes for guessing that Google comes out on top, but some quite revealing insight into the others, including:

  • Disney fares pretty well, ranking 2nd overall but being the most consistent performer across all the attributes we evaluated.
  • Way down the ranking at 13th, Johnson & Johnson actually cleans up when it comes to receptiveness – an indicator of the more ’emotional’ side of health care and pharmaceuticals, perhaps?
  • The technology brands in the top 50 – including Apple, BlackBerry, Google and Microsoft – risk a perception of arrogance, having above average popularity scores combined with below average receptiveness scores.
  • Financial services brands (VISA, Goldman Sachs and J P Morgan Chase) are amongst the worst performing brands, but the big surprise is that telecoms brands (Deutsche Telekom, Movistar and China Mobile) are down there too.

A summary report can be downloaded from our website, or you can register to download the full version containing additional data and insight.

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Complete a survey on corporate social media challenges

I’m working on a report for my new consultancy, Sociagility, on the internal and external challenges organisations are facing from social media. It looks at how organisations of different sizes and in different sectors and geographies think they are doing against different challenges, and how important these are.

You can contribute to the research by taking this survey. At the end, you can request to see your own report, benchmarking your organisation against others, and can sign up to have the report emailed to you when it goes live.

At the heart of this research is understanding the importance that organisations place on key contributors towards becoming ‘socially advanced’, and how well different types of companies and markets are performing against these. We feel that it’s critical for anyone responsible for social media initiatives in their organisation to know that they are doing the most important things well, but equally there is little point spending time on effort on things that aren’t important, as this could be better directed elsewhere.

This is where we need your help. In order to survey and benchmark the importance and performance of socially advanced organisations, we need to know how and what you think. We are interested in all different points of view, but especially want to hear from corporate social strategists and senior marketing and communications executives in medium to large companies across the globe.

To get you in the mood, here are some early findings so far (and here’s a bit more of the detail):

  • The biggest gap between importance and performance is in the area of metrics and return of investment.
  • Internal issues rank highly – many organisations rate their own social media policies low on the scale, even though most think they are one of the most important elements of becoming socially advanced.
  • Being true to the brand is becoming an increasingly important characteristic – although many organisations don’t think they are achieving it.

Take the survey here – it consist of just 5 questions that should take no more than 10-15 minutes.

And please spread the word too. We’d like as broad a participation as possible across different organisation sizes, sectors and geographies in order for it to be relevant and valuable to as many of you as possible.

Thanks in advance.

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Independence Day..?

It’s been an odd few months. After 10 years’ loyal service, at the beginning of March I resigned from Hill & Knowlton. Since then I’ve been on gardening leave, which has given me time not only to finish my forthcoming book and spend some time with my family but also to think about what I’d like to do next.

One of the things that has become clear during this time is that, whilst the ‘digerati’ continue to spout forth on everything social, the people that really matter – the brands and organisations being talked about online – are the only ones who can deliver against the authenticity, honesty, transparency mantra that has become the social media norm.

Further, I realised that the agency model that I’d spent the last decade being a part of wasn’t really geared towards truly integrating social media into clients’ businesses and making them the experts.

I therefore decided that – whatever I did – it had to be focused on helping organisations build and sustain their own capabilities in order to succesfully integrate social into their marketing, communications and business strategies – and not to be yet another social ‘expert’ trying to do it for them.

So from today I’m pleased to become part of Sociagility, a new consultancy set up by an ex-colleague to help brands employ the right people, systems and content needed to achieve cost-effective competitive advantage from social technology trends.

You’ll hear much more from me about Sociagility here on this blog, and also on the company’s, but if you want to get a quick idea of what we’re about you can head over to the website, leave a comment here or connect with me on Twitter.

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