The top brands in social media
Posted Tuesday, June 24, 2008 at 11:00am in Media, PR General | 1 Comment
Immediate Future has just published a research report on the top brands in social media. From the report, “The immediate future (IF) ‘brands in social media’ research document, now in its second year, looks to offer topline insight into the growing impact of social media and online conversation on leading brands. Using the Interbrand Top 100 and Millward Brown BrandZ rankings as reference points, the IF report represents a snapshot (accurate to June 2008) of online discussions, sentiment and visibility of some of the world’s largest brands.”
Share of voice for the top 25 brands
The full report can be found on the Immediate Future website but if you ask nicely they’ll send you a copy via email.
It’s easy to be critical
Posted Sunday, June 22, 2008 at 11:19pm in Blogging, PR General | 5 Comments
Back in April I wrote a critical blog post on Innocent Drinks’ foray into using the microblogging platform Twitter for the company’s 2008 annual general meeting (AGM). My thoughts were that the company wasn’t using the platform to its full extent and given the Innocent brand (companies wanna be them, marketers wanna be with them) I thought they could be doing a lot more in terms of interaction and dialogue. Check the comments, not everyone agrees with me.
The particular post in question has recently been featured on Inside CRM’s ‘The Twitter Hall of Shame‘ which was subsequently featured on the front page of Digg and linked to by a number of prominent bloggers. Loads of traffic ensued.
It’s easy to be critical though. And now that this particular post has been featured alongside some **real** Twitter howlers I know I could have been more constructive in my critique while at the same time praising Innocent for its innovative approach to its AGM
Anyway, Ted, the digital marketing guy from Innocent, has recently left a comment so I’ll publish it word for word here as he raises some valid points and gives you insights into his and Innocent’s way of thinking. Incidentally, Ted wrote a post on his own blog about my blog post some time ago which I saw through my referrals but didn’t respond to but I should have.
Ted says:
Hello.
We should have replied directly to this conversation a bit earlier but I suppose now is as good as time as any to join in. I think the original thought of this post and resulting debate raises some really interesting points about the place a lot of brands are in with their use of social media at the minute.
The first point should be that innocent have ultimately benefited from this post and the associated comments. Which is always a good thing, so thank you all. As Stephan points out in his last comment, we did indeed change our behaviours in using twitter directly as a result of this post. As with most things we welcome comment, be it praise or criticism, indeed you often actually get more positive benefits from the criticism. Hence addressing this blog post straight away with our twitter followers ( http://twitter.com/innocentAGM2008/statuses/794949909 ) and then taking on the suggestion regarding following everyone else’s feeds. From that point of view alone our feed, and what both innocent as a brand and our followers as consumers got out of it, ended up better than it was before.
It also brought up the below interesting thoughts as part of the wider context of our own use, and the general use of social media at present…
-no wrong or right way to use social media
I kind of agree with Michael’s & Alex’s thoughts that there is no wrong or right way to use twitter or social media, but probably a set of behaviours or social courtesies that will enable you to get more out of what you are doing. A good example of this for me would be howies blog. They have never had commenting enabled in their long history of blogging but it is no less an interesting or inspiring blog to me. Nor could you say that howies is not embracing openness or the use of digital communities, just have a look at the do lectures stuff they’ve got coming up.
-wearing stuff in, not out
Again as Stephen rightly says, he made these points as he called it when he first came across our AGM twitter feed. In reality this was only a couple of weeks in from when we first set up the twitter feed and quite far off when our AGM stuff really started to get going. The important bit of this though is that social media, and digital in general, tends to get better the more and longer you use it. Hence the thought, that like a nice leather, sofa you’re wearing stuff in, not out.
http://letsbehumanbeings.typepad.com/letsbehumanbeings/2008/04/wearing-stuff-i.html
-direct line to head office
Another thought on this is the way we first came across Stephen’s post (via a Google alert set up on ‘innocent drinks’). I think every brand should have Google alerts set up on themselves to pick up and act on stuff like this quickly for their own benefit.
http://letsbehumanbeings.typepad.com/letsbehumanbeings/2008/04/a-direct-line-t.html
http://www.google.com/alerts
-it’s good to talk
Social media is basically making it easier and more transparent for brands to speak and have conversations with consumers. And as Dan says on the comment to this post (another example of how we’ve benefited from what people say about us and we pick upon), ‘talking is good’.
http://letsbehumanbeings.typepad.com/letsbehumanbeings/2008/06/quick-quick.html
-falling forwards fast
My last thought would be around the context and resulting lessons we’ve now learnt post AGM twitter feed. At innocent we subscribe to the ‘fall forward fast’ principle of doing things in digital (http://www.tomski.com/archive/new_archive/000063.html ). The AGM twitter feed was ultimately a test case in using twitter. In doing stuff like this it’s kind of inevitable that things will go wrong along the way, but in the same light it’s inevitable that you’ll learn invaluable stuff in the process. And learning stuff will absolutely never leave you in a weaker position than when you started.
Hopefully others will be able to take some learning’s out of this as well as us. So we’ll all have learnt something.
Global balance of media power shifting
Posted Wednesday, June 18, 2008 at 11:03pm in Business, Media, PR General | 1 Comment
Those number crunchers at professional services firm, Price Waterhouse Coopers, have published some research which concludes that the global entertainment and media market is expected to expand by more than a third over the next five years. Not because of us in the Western World though. Oh no, we’re too busy dealing with inflation worries; it’s the emerging markets that will show the most growth in the coming years.
The Guardian says, “Europe, the Middle East and Africa will overtake the US as the world’s largest entertainment and media market by 2009. China, meanwhile, is expected to pass the US this year to become the world’s largest broadband market, with more than 80m households on super-fast connections.”
“Europe, the Middle East and Africa will see its media market grow 6.8% a year from $570bn in 2007 to $792bn, while the US will grow by 4.8% a year from $601bn to $759bn. Asia-Pacific will increase 8.8% a year from $333bn to $508bn, with Latin America expanding from $51bn to $85bn.”
I guess this research is confirming what many of us thought and knew. Good to see it in numbers though. Fifteen years from now the media landscape (both online and offline) will be considerably different to what we’re used to. Bring on globalisation.
UK FIGURES
More stats from the Guardian article which I’m going to blatantly rip (I hope they don’t ‘do an Associated Press‘ on me)
• The UK is the largest media and entertainment market in Europe, the Middle East and Africa and is expected to grow from $115bn (£59bn) last year to $152bn in 2012, according to PWC.
• By 2012, 35% of UK advertising spending will be online, against an average 19% globally. The number of UK households with broadband is expected to rise from 56.4% of the population in 2007 to 84.9% in 2012.
• By 2012 the online advertising market, at $14bn, will be worth more than newspaper advertising, at $9.4bn - or TV advertising at $7.8bn.
• Over the five years the newspaper advertising market is forecast to show compound annual growth of just 2.6% while circulation revenues will decline as readers switch to freesheets.
• The PWC report follows estimates from Enders Analysis yesterday which forecast that UK internet advertising would overtake TV advertising this year, growing 26.4% to £3.56bn, or 19% of the entire UK advertising market.
• Enders believes growth will be driven by search advertising, which will account for more than £2bn of the market. TV advertising, meanwhile, will fall 2.5% to £3.39bn, Enders estimates.
CIPR’s SMNR for the World PR Conference & Festival
Posted Tuesday, June 17, 2008 at 11:39am in Business, PR General | 3 Comments
Webitpr’s just put out a social media news release (full disclosure) for the CIPR’s up and coming World Public Relations Conference and Festival. From the SMNR, “The World PR Conference and Festival, organised by the Chartered Institute of Public Relations (UK) and Global Alliance for Public Relations and Communication Management, will bring together professional communicators from across the world to discuss global issues and industry trends impacting on their day jobs.
Themed ‘The public benefit of public relations’ and taking place on 23 and 24 June at the InterContinental Hotel, Park Lane, London, the conference includes 30 sessions on issues as diverse as:
• Communicating in London, the world’s most diverse city
• How businesses such as car manufacturers and gas suppliers can handle climate change and environmental challenges
• How cities attract investment – the reputational issues that count
• Appealing to different audiences and cultures – lessons from the front-line”
I’m attending the sessions taking place on the Monday so obviously looking forward to it. I’ll probably be writing a blog post either during the course of the day or afterwards. And, of course, I’ll be twittering it.
Anyone else going?
Doctors untrustworthy of the web
Posted Friday, June 13, 2008 at 8:11am in Media, PR General | Leave a Comment
PR Week is reporting (subscription required) that doctors don’t trust the information provided to them on pharmaceutical companies websites about their own products. The article says, “The research, commissioned by online medical resource OnMedica, found that only 27% of doctors trusted the information provided on official pharma company websites.”
Healthcare is an industry where the provision of correct information is paramount for obvious reasons. The web has changed things, however, and consumers are increasingly using the it to (rather dangerously) self-diagnose themselves. This scenario’s a little different and begs the question: why are over three quarters of doctors untrustworthy of information presented on an official website and, if this really the case, when do they trust the information presented to them?
Is it because doctors are technophobes who don’t trust any information presented to them on the web in general? Or is much deeper than that and is it a case of doctors not trusting information by pharma companies no matter which information delivery platform is used?
It’s rather worrying that there’s such a lack of mistrust between these two parties. What are the reasons behind it? I’m no healthcare PR expert; I know very little about the topic to be honest, but maybe the industry should be working on rebuilding this trust between themselves and their publics.