Google the world’s most ‘social’ brand

Sociagility Top 50 report which ranks social media performance of world’s most valuable brands puts Google as overall clear leader with Disney, Apple, Starbucks, Blackberry and Coca-Cola runners-up

The bottom five social performers from the top 50 most valuable brands are: Marlboro, Berkshire Hathaway, JP Morgan Chase, Goldman Sachs and China Mobile. Other ‘laggards’ include Gillette, IBM and VISA

Significant positive correlation between the PRINT Index™ social media performance metric and brand value and growth

Social media consultancy Sociagility has ranked the world’s most valuable brands to reveal a global ‘social brand’ Top 50. The firm applied their new PRINT Index social media performance measurement methodology to the top valued brands of 2011 from established studies by Millward Brown and Interbrand to create the new ‘social brand value’ ranking. The PRINT Index measures five attributes of social media performance (popularity, receptiveness, interaction, network reach and trust) across multiple social channels like Twitter, Facebook and YouTube.

Key findings include:

• Google tops the Sociagility Top 50 and is the best performing ‘social brand ‘ by far on the new ranking, although it has yet to fully embrace using Facebook and scores poorly on the PRINT receptiveness attribute.

• Disney and Starbucks both score well overall and Disney has the highest trust score. Johnson & Johnson has the highest receptiveness score

• Apple, Blackberry, Google and Microsoft all have below average receptiveness scores with above average popularity scores, risking ‘a perception of arrogance’

• Telecoms and financial services brands are the worst performing on average

The Top 20 social brands out of the world’s most valuable companies, with their comparative social media strength based on the PRINT Index, are:

Rank/ Brand/ PRINT™ Index score:

1  Google 585
2  Disney 294
3  Apple 244
4  Starbucks 238
5  Blackberry 135
6  Coca-Cola 133
7  Amazon 125
8  Nokia 124
9  Pepsi 122
10  Fedex 117
11  Microsoft 107
12  Walmart 106
13  Johnson & Johnson 105
14  Singapore Airlines 104
15  Target 98
16  Wells Fargo 94
17  American Express 92
18  BMW 92
19  McDonald’s 90
20  Toyota 85

Sociagility says that, as audience communication preferences migrate to social media, their importance in creating the ‘intangible value’ assigned to brands is already being felt and can only increase.

“The highly personal way that people engage with each other via social media has redefined their expectations of how brands should engage with them – and vice versa,” said Sociagility co-founder Anthony Burgess-Webb, adding, “The indications from this report are that an organization’s use of social media can have a real impact on brand value.”
Social KPIs

Sociagility says that many top marketers already recognize this and are spending millions of dollars on social marketing, but lack a relevant set of KPIs to manage how their money is spent. “Social KPIs are essential if marketers are to manage and, crucially, justify their investment in social media tools, staff and agencies,” said Burgess-Webb.

Sociagility argues that their PRINT methodology can provide just such a set of KPIs. Separate tests show a significant correlation between the PRINT Index™ of social performance and brand value, as measured by the Millward Brown and Interbrand studies, with a 95–99 per cent degree of confidence.

A summary report can be downloaded from www.sociagility.com/top50.

 

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