Social Brands 100 was created by Headstream in 2011 as an initiative to identify and acknowledge brands leading the way in social. The research combines qualitative and quantitative analysis. Nominated brands' social interactions on Twitter, Facebook and YouTube are monitored by social media analytics partner Socialbakers. Headstream surveys and interviews nominated brands to benchmark behaviours and identify emerging platforms and trends. The findings combine to create the final ranking and report, which will be published in May 2013.

1. Methodology
2013
© Lawton Communications Group Ltd

2. • Social Brands 100 is an annual initiative to identify and acknowledge
brands leading the way in social
• Social Brands 100 exists to:
– Identify high performing brands active in social media
– Benchmark performance across companies and industries
– Gain insight into the trends and patterns around social high performers
© Lawton Communications Group Ltd
Purpose

3. • Nominations are crowd-sourced. Brands nominated in previous years are
automatically included
• Socialbakers monitors brands for six weeks to measure external
performance and calculate the data score
• Headstream surveys nominated brands to understand internal
performance
• The ranking is compiled and final report published.
© Lawton Communications Group Ltd
Process

4. • The methodology is based on measuring the three core principles of what makes
social brands -
– Win-win relationships
– Active listening
– Appropriate social behaviour
• Adopting these principles consistently creates positive effects in social spaces
• These effects can be measured through a series of Social KPIsof behaviour and
interactions between people (including brands) in social spaces
• Using percentiles, we are able to assess the brands behaviour relative to the total
data set
© Lawton Communications Group Ltd
Methodology

5. The following slides outline:
• Which platforms are used to analyse social interactions
• The relative weighting given to each platform
• An overview of the observable markers analysed on each platform
• A description of each marker and what each one can tell us about a
brand’s social performance
© Lawton Communications Group Ltd
Data score detail

6. © Lawton Communications Group Ltd
Weightings by platform

7. © Lawton Communications Group Ltd
Social KPIs by platform
•Average post engagement rate (ER)
•Fan growth
•Response rate
•Response time
•Video views growth
•Subscriber growth
•Channel engagement rate
•Channel Like/Dislike ratio
•Follower growth
•Average tweet engagement rate
•Total mentions
•Response rate
•Response time

8. © Lawton Communications Group Ltd
Facebook markers
Likes + Comments + Shares
# wall posts
Total FansAverage Post
ER
Fan Growth
Response
rate
Response
time
Increase in the number of
fans of the page
Time taken by
administrators to respond
to posts by users
Number of posts by users
responded to by the
administrators

9. © Lawton Communications Group Ltd
Twitter markers
Follower
growth
Average Tweet
Engagement
rate
Total
Mentions
Response rate
Response time
Time taken by administrators
to respond to posts by users
Number of posts by users
responded to be the
administrators
Replies + Retweets
No. of tweets
No. of Followers
Increase in the number of
followers
Number of tweets from the
account

10. © Lawton Communications Group Ltd
YouTube markers
Ratio of Likes/Dislikes across
all videos on the channel
Likes + Dislikes + Comments
Subscribers
Increase in subscriber
numbers
Increase in video views
Video views
growth
Subscriber
growth
Channel
Engagement
rate
Channel
Like/Dislike
ratio

11. © Lawton Communications Group Ltd
www.socialbrands100.com