Social analytics is a must-have for all brands and agencies, to better understand their consumers, launch new product, introduce new campaigns, keep tab on competitors etc. Our "Brand Passion Report 2017: Top 100 Global Brand Love List" illustrates why consumer love is such a huge part of the social data equation.
We looked at 361 million English language, earned mention posts from May 2016 to July 2017. Applying our patented technology to sources including blogs, forums, microblogs, news review sites, and Twitter and Tumblr feeds in over 200 countries, we identified the 100 brands getting the most consumer love on social – across industries including Entertainment, Consumer Goods, Technology, Automotive, and many more.
The results are enlightening. It’s clear consumer passion continues to be the driving force behind social sharing – and the ability to engage this passion, especially when it’s positive, is what lands brands at the top. Here are some highlights:
Bigger Isn’t Necessarily Better
Though certain industries had larger representation on the list, this didn’t automatically correlate to volume of mention — which proves intensity of passion matters. When the love is strong enough for an industry or brand it can eclipse even larger competitors.
Case in point: Though social media only represented 2 percent of the industries ranked, it had 26 percent volume of mention. That means people are talking a LOT about social media – more than they are food and beverage brands, which represented 21 percent of industries on the list, but only 6 percent volume of mention.
If you’re a brand looking for greater volume of mention, it’s smart to research how these brands are engaging consumers and apply similar tactics — or even partner with one of them to get a share of their love. That’s assuming this metric applies in the region you want to reach.
Compassion and Empathy Is the Surest Form for Love
Experts say kindness is one of the foundational elements of love. Best Buy has generated a lot of love as result of their compassion and acts of human kindness displayed by their employees toward their customers during the holiday season. This was fully exhibited by a Best Buy employee who noticed that a kid would come in every day to play the Wii. So, he decided to get together with his fellow employees and buy him a Wii — using their own money — during the last holiday season.
Love Changes in the Way It Is Communicated on Social
Instagram is an amazing channel that enables brands and consumers to connect perfectly about what they love. A number of brands including Nike, Adidas, Tesla, BMW, Canon, Ferrari, and Dior have generated a tremendous percentage of their love via this social medium. Nike stands out as doing a particularly outstanding job at showcasing their brand in the context of everyday people participating and enjoying sports from soccer, to running, to hiking.
Ditch Assumptions and Be Ready to Respond
The most important reason to use social media listening tools is to replace assumptions and gut instinct with facts — and to have access to insights in real-time, when applying them makes a difference.
Since January, Uber has faced numerous scandals — sexual harassment and gender bias claims from a former engineer Susan Fowler; the “Greyball” reveal and subsequent criminal investigation; CEO Travis Kalanick being forced to step-down as result of investor revolt; and a lawsuit from Google’s Waymo over stealing its self-driving car technology.
As a result, while Uber continues to be loved for its ability to provide good part-time money and bonuses to its drivers in over 200 countries, the love for it has diminished over the last few months, showing Uber’s Net Sentiment score (indicating the ratio of positive to negative consumer emotions) dropping from 44 to seven.
Follow the love.