Top 50 brands in social: seven key takeaways
What we learned from analysing the top brands in social media, and food for thought for brand owners starting to look at social reputation monitoring
Our top 50 brands in social media league table caused quite a stir, and we had 20,000 page views almost overnight and comment from everywhere from Switzerland and Brazil to Australia and the Philippines.
A social media campaign isn’t always necessary to get people talking about you
The ‘reach’ of a brand is meaningless on its own
Brands don’t necessarily get talked about just because people like them
A few short bursts of social media activity won’t necessarily sustain the conversation
Yes, eBay really is the most social of the top brands
Being ‘liked’ by people on Facebook doesn’t equal engagement
Facebook isn’t everything
The real insight is derived from analysing why some brands punching above their weight and why others are failing to capitalise on the strength of their brands in social channels.
Those exhibiting strong scores all have things in common: engaging content, good segmentation of content on relevant platforms, responsiveness, sensible integration of social with other channels.They all add value to the consumer relationship.
Seven tips for embracing social commerce
commerce is being tipped as one of this year’s major online growth areas.
Groupon now officially the fastest growing company ever and retailers
announcing new Facebook stores on a weekly basis, the tipping point seems to
have been reached.
And it is hardly surprising that social
commerce is so popular. Recent research from Forbes demonstrates exactly how
valuable Facebook Fans are to a brand.
- They are 41% more likely to recommend a
- 28% more likely to continue using them in the future.
- Fans are worth on average $136.38 to a business and spend
$71.84 more per year.
But for many companies,
social commerce is confusing. They have lots of questions about how to
effectively implement a strategy and are unsure about the best route to take.
The truth is that social commerce doesn’t
need to be difficult. In fact, there are many very cost effective ways to get a
social commerce strategy off the ground. It’s also important not to rush into
anything and do proper research.
Before getting stuck in, check your
analytics package to see what sort of traffic you are getting from the social
web at the moment and how well this traffic converts.
Understand how social your customers are
If you aren’t already doing much on a
social network, now is the time to put your toes in the water and see how your
customers react. Social media isn’t necessarily going to be a winner for every
company and every audience.
Start using your Facebook page to promote products
The obvious next step when you are sure
there is an appetite for social commerce is to begin marketing products on your
‘Socialise’ your website
Another easy first step is to add social
media sharing links to your website. Adding ‘like’ or ‘tweet this’ buttons is a
great way to encourage visitors to share content with their like-minded friends
on social networks.
Use a Facebook shopping app
ASOS recently became the first UK company
to launch an F-commerce (that’s Facebook Commerce) site, but they certainly
won’t be the last. If your customers are using Facebook regularly, then it
makes sense to let them shop there too rather than leaving to go to your
Investigate bespoke solutions
If you want to go for something more
bespoke, then there are lots of options out there that will turn your Facebook
account into a fully functional e-commerce platform.
Don’t just sell
The final point to make is that social
commerce shouldn’t be all about selling. The companies that are achieving the
best results here are using the social web (whether on their own site or on
social networks) to add value to their customers’ shopping experience.