Date post: | 03-Apr-2018 |
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Elite social brand performance Febr
Tom Chapman
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#SB100
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Social Brands 100 - Methodology
Based upon three core principles of social brands -
Win-win relationships Active listening
Appropriate social behaviour
Adopting these principles consistently creates positive effects in so
These effects can be measured through a series of observable ma
The level of interaction indicated by each marker equates to a spe
These marker scores are aggregated to create the Data Score
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Social Brands 100 Data Score:Weightings
Brand owned blog
Own website
Brand owned forum
30%
6%
4%
6%
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INSIGHTNUMBER 1
#SB100
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INSIGHT
CARING IS
KING
INSIGHT
#SB100
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Social Brands 100 Data Score:Facebook - National Trust
Brand post engagement
National Trust: 24.00
Charity mean: 24.00
Overall mean: 23.52
Fan post: Brand post ratio
National Trust: 9.00
Charity mean: 8.88
Overall mean: 8.56
Fan post engagement
National Trust: 21.00
Charity mean: 20.94Overall mean: 20.35
Fan posts interacted with by brand
National Trust: 7.00
Charity mean: 5.41
Overall mean: 6.18 Total Facebook score:
National Trust: 61.00
Charity mean: 59.24
Overall mean: 58.61
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Social Brands 100 Data Score:Twitter - National Trust
All @brand mentions
National Trust: 1.00
Charity mean: 4.94
Overall mean: 4.46
Retweets
National Trust: 5.00
Charity mean: 5.65
Overall mean: 5.84
Timeliness of response
National Trust: 14.00
Media mean: 13.94
Overall mean: 14.45
Mentions of third party @accounts by @brand
National Trust: 8.00
Charity mean: 5.94Overall mean: 6.39
Total Twitter score:
National Trust: 28.00
Charity mean: 30.47
Overall mean: 31.13
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Social Brands 100 Data Score:YouTube - National Trust
Average views per videoNational Trust: 4.00
Charity mean: 7.06
Overall mean: 7.89
Average comments per video
National Trust: 6.00
Charity mean: 7.35
Overall mean: 8.33
Total YouTube score:
National Trust: 10.00
Charity mean: 14.41
Overall mean: 16.22
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Social Brands 100 - Data Score summaryNational Trust
Total scores across Facebook slightly above sector and SB100 me
Fan engagement is healthy shown by fan post to brand post ratio
Fan posts interacted with by brand above average
Well below average on all @brand mentions metric
High score on mentions of 3rd party accounts by @brand
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INSIGHT
#SB100
Charities are high
performing human
brands
#SB100
INSIGHT
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INSIGHT
#SB100
Brands talking at,
not with, Twitter
followers
#SB100
INSIGHT
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INSIGHT
#SB100
YouTube is a
missed opportunity
for many brands
#SB100
INSIGHT
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CHALLENGES
#SB100
Maintaining a
personal
approach at scale
#SB100
INSIGHTCHALLENGE
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CHALLENGES
#SB100
Demonstrating
effectiveness,
proving ROI
#SB100
CHALLENGE
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