Resources/Reports

If you do any work for or with car brands, this report is a must-read. It will help you learn:

• Where conversation about cars takes place online
• What people talk about in relation to cars
• How to increase visibility for brands

Good customer service on social media is quickly becoming an expectation from consumers. We analysed 40 leading brands to see how they are coping with this demand and found that:

• There was an ongoing shift towards resolving complaints online
• There was an increase in downbeat posts year-on-year
• Some brands are inadequately prepared for online customer service

Now in its second year, Social Brands 100 again analysed social media engagement for hundreds of brands, ranking the top 100. Notable findings:

• Innocent were the top brand, followed by Starbucks and giffgaff
• The use of geolocation platforms by brands has decreased
• YouTube appears to be a missed opportunity for brands in most sectors, other than technology

We analysed online conversation about McDonald’s and key competitors on UK and Republic of Ireland social media to analyse how effective McDonald’s community management is at increasing awareness, revealing:

• McDonald’s was by far the most noticeable restaurant brand online, but also very prominent across all sectors
• Twitter conversation about McDonald’s was posted more often in the evenings than rivals

A report identifying trends in online conversation about online fundraising service providers JustGiving, Virgin Money Giving and Bmycharity. Key findings include:

• Sentiment across the three providers was equally upbeat
• The proportion of JustGiving conversation from Twitter was double that of the sector average
• The most mentioned JustGiving Charity was Cancer Research UK

A research report exploring online eReader conversation. Among many other findings, we also discovered:

• Kindle was the clear market leader in terms of the volume of social media chat
• Social media buzz was significantly affected by news stories
• Cheaper eReaders were not generally considered better value for money

We analysed conversation surrounding Ford in relation to eco cars to explore how Ford compares to its competitors. Findings include:

• Conversation about Ford and eco cars was common, with peaks driven by brand activities
• Nearly a third of conversation about the Focus Electric was from those within the automotive industry

In our first Customer Service Index, we monitored over 100 brands to see how they dealt with consumer tweets related to customer service. The analysis revealed:

• Brands from the telecoms sector performed particularly badly
• These brands, along with mobile brands, also experienced many more customer service requests online than other industries

Social brand consultancy Headstream put together this list of the top 100 most social brands. Brandwatch provided data about each of the brands in order for them to be ranked by a ‘social engagement score’. The report found that:

• Dell was the most social brand, followed by Nike Plus and Starbucks
• A popular brand is not necessarily a social one, and vice versa
• Being a truly social brand can be a challenge

3D films are becoming more and more commonplace, but do audiences actually prefer them to good old 2D? Through analysis of 1,000 online comments on 3D films, we found some key findings:

• The initial success of Avatar did not translate to subsequent 3D movies
• Complaints ranged from the high price to uncomfortable glasses
• Audiences tended to swing from positive anticipation to negativity post-viewing

A presentation using information from Five by Five Digital about how they have used Brandwatch in their work with games publisher Activision, including:

• Their purpose for, and approach to, social media monitoring
• How Brandwatch was used for reporting
• Learnings from the process