Social Media Engagement Report_2009

Social Media Engagement Report_2009 - The worlds most...

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The world’s most valuable brands. Who’s most engaged? Prepared by: ENGAGEMENT db Ranking the Top 100 Global Brands www.ENGAGEMENTdb.com July 2009
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2 1 TABLE OF CONTENTS Introduction . ........................................................................................ 1 Key Findings . ........................................................................................ 2 Depth of engagement can be measured. . ............................................ 2 Brands fall into one of four engagement proFles. . ................................ 5 ±inancial performance correlates with engagement. . ........................... 6 Best practices . ....................................................................................... 8 Starbucks . ........................................................................................... 8 Toyota . .............................................................................................. 12 SAP . ................................................................................................... 14 Dell . ................................................................................................... 16 Key Takeaways . ................................................................................. 18 Methodology . .................................................................................... 20 Appendices Appendix A: Engagement Scores for the Top 100 Global Brands . ........ 23 Appendix B: Engagement Scores by Industry . ..................................... 26 Appendix C: Engagement ProFles . ...................................................... 31 Endnotes . ............................................................................................ 32 INTRODUCTION Historically, economic hardship motivates companies to take a good, hard look at their marketing budgets and try to compute each investment’s Fnancial value. This recession is no different, with one exception: social media has become perceived as an indispensible marketing tool — one getting increased investment — despite a historical inability to quantify its worth. There is little left to debate about whether or not one should participate in social media — virtually all companies, big and small, have acknowledged social media’s presence, and Frms who do not have a blog, ±acebook page, or Twitter account now Fnd themselves in the scarce minority. Many, however, appear to be blindly hopping on the bandwagon — people are creating company proFle pages and sending updates without knowing how much they should invest in these distribution channels or what success even looks like. This brings us back to Economics 101: how can a company effectively allocate limited marketing resources if they cannot deFne the investment’s value? ±or the Frst time ever, Wetpaint/Altimeter Group have gone beyond surface case studies to measure
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This note was uploaded on 11/07/2011 for the course RTV 4506 taught by Professor Garycorbittmiaomelissaguo during the Fall '10 term at University of Florida.

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Social Media Engagement Report_2009 - The worlds most...

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