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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

Facebook

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

Facebook

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

Twitter

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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