Brandwatch and Headstream launched their Social Brands 100 earlier this week. The report seeks to identify the brands that are leading in their use of social media. This is not a case of who has the most fans, followers or mentions, but it looks at the intensity of interactions between the brand and its community, giving smaller brands a chance to compete with the big guns.
What gave Innocent the edge?
It came as little surprise for me to see Innocent come out on top. When I first came across Innocent Smoothies, I remember the personal touches on their packaging and the invitation to call “Fruit Towers” for a chat. The company wanted to engage with their drinkers in a quirky and fun way and they maintained this even as the company grew. Given this approach, it only made sense that these guys were ideally suited to social media, prompting us to write about them back in 2009.
Apparently it was this desire and ability to engage with individuals on a one-to-one basis that really made Innocent stand out. They focused on interacting with their community, rather than simply broadcasting marketing messages.
Also key was their flexible and creative approach; something that big brands with strict guidelines struggle with. Even brands that regularly respond to comments and mentions often fail to put across a human voice, often sounding scripted and impersonal. The team at Innocent seem to understand the spirit of the brand and, as their Communities Manager Joe McEwen put it; they are allowed “a healthy degree of spontaneity”.
According to the report, if low-scoring brands are to improve they must not solely focus on delivering interesting content, they must also be interested in their communities.
You can read the full Social Brands 100 report, including the methodology, full results and rankings by sector here. For a taster, here are the top 25:
The top 25
- Cancer Research UK
- British Red Cross
- Met Office
- The Ellen DeGeneres Show
- Guinness World Records
- Red Bull
- Manchester City Football Club
- Help for Hereos
- National Trust
Our Social Times is partnering with Brandwatch to host a webinar discussing social brands and social media monitoring. The date (probably mid-July) and speakers are to be confirmed, but you can pre-register here. It’s free, of course.