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Amazon rises to top of social media ranking for retailers

Online retailing pioneer Amazon has climbed to the top of the retail social media ranks, thanks in part to the introduction of #AmazonBasket, according to the latest Retail Social Media Benchmark results from eDigitalResearch.

Launched in May 2014, #AmazonBasket allows Twitter followers to automatically add items to their Amazon account by simply tweeting the hashtag. Since the introduction of the new social media shopping functionality, Amazon have added a staggering 700,000 new followers to their UK Twitter account in the past six months, bumping them up to second overall, just behind leaders Topshop.

The latest rise in social media following makes Amazon one of the most popular retailing brands in the online social sphere. The online giant manages to mix promotional and product material seamlessly and has an active and growing presence across all major social media platforms – including Facebook, Twitter and Google+.

Elsewhere in the eDigitalResearch benchmark, discount retailer Primark continues to surge up the league table, despite operating a limited online presence that offers no transactional functionality. Primark instead use social media sites, especially Facebook to their advantage, posting pictures of products and actively encouraging users to visit their nearest store.

For the first time, the Retail Social Media Benchmark also measured the presence of retailers on growing photo sharing site Instagram. Results found that fashion leaders Topshop claim the top spot in the first Instagram league table with over 1million more followers than second placed ASOS. Like other retailer Instagram accounts, Topshop capitalise heavily on endorsing their products with a handful of good, regular posts.

Kat Hounsell, Sales and Marketing Director at eDigitalResearch, comments, “The popularity of social media platforms amongst brands and consumers is continuing to grow at a substantial rate – we’re now seeing some retailers with millions upon millions of followers. Results therefore show that social media channels are reaching more consumers than ever before. In fact, supporting eDigitalResearch insight shows that social media use within the customer service mix is also growing at a steady pace*. It’s important for retailers to bring the Voice of the Social Customer into the heart of their business – and to not only listen to what they’re saying, but to interpret conversations and feedback accurately in order to improve”.

Download a full copy of the latest Retail Social Media Benchmark results by completing the short download survey:

Category: Social Media News

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Facebook is one of the most hated brands in the UK – though some people love it

London ad agency isobel has conducted timely research to establish the UK’s most loved (and unloved…) brands.

The survey, conducted in association with OnePoll, polled 1500 UK consumers (18+ and nationally representative) and asked them to identify brands against a number of ‘love’ characteristics. The survey also asked respondents to identify those brands, if any, they hated.

Amazon, the internet retail giant, is the UK’s most-loved brand polling almost half of the votes (48%); the next three places are taken by food stalwarts Cadbury, Walkers and Heinz with BBC1 demonstrating national affection in 5th.

The rest of the top 10 is occupied by Google (6th), Kellogg’s (7th), retailers Boots and Tesco (8th and 9th respectively) with ITV, the UK’s oldest commercial network, taking 10th spot.

Commenting on the Top 10, Paul Houlding, Managing Partner, isobel says: “It would seem that longevity works wonders for most. All, bar two of the top 10, predate the 1960’s with top honours going to Cadbury (1824). Affection, it seems, has been hard won. But it’s not just about affection, it’s about relevance and usefulness and what better proof of that formula than Amazon and Google. Brands that are useful to us, brands that make our lives easier, brands that do what they promise. The question is, can they keep it up? 170 years from now will they have been as resilient as Cadbury?”

Political parties voted the UK’s most hated brands
With a general election less than three months away the UK’s political parties are firmly under the spotlight and keen to curry favour with the electorate.

However the isobel Brand Love survey has revealed that the main political parties are amongst the most-hated brands in the UK.

UKIP, the controversial independent party, has been identified as the UK’s most hated brand polling almost one-third of the votes (30%) – closely followed by the Tories in 2nd place (27%) with Labour in 5th and the Lib Dems 6th.

The Top 10 ‘unloved’ brand list is completed by Marmite (3rd), Ryanair (4th), McDonalds (7th) and Starbucks (8th) with Facebook and KFC taking the last two spots.

“It will come as no shock to anyone (least of all the politicians themselves) that the political parties are all in the same unloved boat” says Paul Houlding “but will it concern them? When it comes to polling day are we voting for the party we love or are we voting for the party of most use?”

Facebook and Twitter – It’s a love/hate relationship

Are we beginning to fall out of love with Facebook and Twitter?

The research has revealed that the UK has a love/hate relationship with Facebook – the social media giant.

The site, that has over 1 billion active users, polled 27% of the votes to take 15th place in the love stakes but also hit the hate highs with a top 10 ‘hate’ ranking of 9th.

Twitter has also failed to impress in the love stakes polling only 11% of the votes in 65th – one place ahead of Vodafone and two behind NatWest.

Paul Houlding comments, “Social media changes by the second and consequently so does our relationship with it. Facebook, the one time newbie, is now the granddaddy. And there is the suggestion that we’re suffering from Facebook fatigue. Is it as exciting? Do I still need it or want it? And with cyberbullying and privacy issues an ongoing concern – perhaps it’s a social media platform we’re beginning to fall out of love with?”

Key findings:

· Londoners buck the national trend and vote Google as the capital’s most loved brand

· Gender divide: men vote for Walkers, women for Cadbury.

· Aldi makes the top 20

· BA takes top airline love honours with easyjet in 2nd – beating Virgin Atlantic in 3rd. Ryanair fails to show the love.

· Audi voted the UK’s most-loved car brand.

· Apple, which consistently tops consumer polls, disappoints in 35th place.

· Nationwide is the most-loved financial institution (44th) – one place behind Persil.


1 Amazon
2 Cadbury
3 Walkers
4 Heinz
5 BBC1
6 Google
7 Kellogg’s
8 Boots
9 Tesco
10 ITV
11 eBay
12 Asda
13 M&S
14 PG Tips
15 Facebook
16 Colgate
17 Coca Cola
18 Aldi
19 BBC2
20 Fairy


2 Conservatives
3 Marmite
4 Ryanair
5 Labour
6 LibDems
7 McDonalds
8 Starbucks
9 Facebook
10 KFC

In February 2015, 18+ adults and representative of the UK population completed an online study managed by OnePoll.

Total no. of respondents: 1500.

Respondents were asked to identify brands against a number of ‘love’ factors: brands they felt a loyalty towards; brands they would miss if they were no longer available; brands they rely on etc. Respondents were also asked to cite brands that they hate.

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Apple, Facebook and Google Under-perform in use of Social Media

Apple, Facebook and Google may be leading technology companies but they are laggards in their use of social media for corporate communications, according to the most comprehensive review to date.

In a review of more than 500 major companies conducted by Investis, the international leader in digital corporate communications, Apple trailed in 416th, Facebook could only reach 242nd  spot and Google was 62nd. The tech giants’ scores for their use of social media left them far behind other sector leaders such as Cisco Systems and HP, first and second overall, as well as other high performers such as General Electric (14th), UPS (21st) and Ford Motor Company (22nd).

The Investis IQ review analyzed companies to score their use of eight leading social media channels including Facebook, LinkedIn, Twitter and YouTube. A team of researchers assessed more than 250,000 data points to rank companies across a number of areas including the range of content that they publish, their success in attracting an audience and their engagement with their followers.

Apple makes little effort to engage with its corporate audience on social media and achieved a paltry score of 9% overall, compared to the 86% score awarded to Cisco.

Facebook was marked down because it did not engage with its corporate audience using the other social media platforms reviewed. Even on its own platform, Facebook’s investor relations page fell well short of best practice. For example, it does not use videos or hashtags and it does not appear to have responded to any of the posts left by users.

Google does maintain a presence across most of the key social media channels, even those that might be considered competitors to YouTube and Google +. It has more than 2.5m followers on LinkedIn and 19m likes on Facebook. However, it scored poorly for the lack of corporate content and the absence of any information about investor relations or corporate social responsibility.

Marcus Fergusson, research director at Investis, said: “This is the most comprehensive review of the use of social media for corporate communications that has ever been conducted. US companies like Cisco and Hewlett-Packard are leading the way in using social media to communicate with corporate audiences. However, many others have much to learn since they fall well short of emerging best practice. Leading companies now recognise that engaging with social media is an integral part of the corporate communications mix.”

Other key findings

  • Sectors that have faced reputational challenges, such as oil and gas and banking, are making a notable effort with social media. Banking was the second highest-scoring sector overall behind technology with Citigroup performing best in the sector with 71% thanks to its regular engagement with customers across a wide range of channels. Construction (23rd) and Basic Resources (24th) are among the lowest-scoring sectors.
  • The highest-scoring company across all eight social media channels was Cisco Systems, with 86%. Other notable US examples of best practice include Ford which managed to score 90% for its use of Twitter due to its consistency of posting, impressive use of design features and operation of over a dozen regional accounts.
  • Only 76% of Nasdaq 100 companies maintain a corporate Twitter account which compares with 100% of the Dow Jones and 92% of the S&P 100.


Whilst 94% of companies in the review now have some presence on social media, the review shows there is a wide disparity between those who regularly post engaging content across a variety of channels and those who post infrequently and see social media as a one way street to be used at their convenience.

The review reveals that corporate content is an important driver of social media engagement, even on accounts that are primarily used for marketing purposes.  Companies also attract significantly more followers and receive more and better interaction if they reply to user comments, post regularly and vary the content of their posts.

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SocialBro Launches Twitter Monitoring

SocialBro, the #1 marketing platform for Twitter, has launched the world’s first online monitoring tool to combine data discovery and analysis with campaign management with the overall aim of supporting businesses looking to extract value from Twitter and increase their ROI in social media marketing.

SocialBro Monitoring provides comprehensive global coverage, real time and historical data, detailed data mining, sophisticated analysis, applied intelligence and powerful campaign management functionality in one end to end resource.

As Twitter emerges as a considerable marketing force, SocialBro sees applications of intelligence gathering and analysis as a potential game-changer in the industry. Javier Burón, CEO and co-founder of SocialBro, said:

“Twitter budgets are rising and hard ROI is expected. SocialBro’s end to end campaign management solution makes this absolutely attainable. In the same way analytics revolutionised planning and deployment of PPC campaigns, data and insights are the future of social media.

“The SocialBro marketing platform combines complete access to real time and historical Twitter data with the ability to analyze and act on that intelligence for exponential improvements in campaign performance.”

With SocialBro Monitoring, marketing teams can slice and dice vast quantities of  real time and historical Twitter content to segment and target audiences with great precision and then zoom in with tailored actions and creative solutions.

Social engagement will increase with campaigns and content created to appeal to specific audiences. Advertising ROI will be boosted with campaigns built around segmentation, targeting and tailored creatives.  And the real time potential of Twitter can be exploited to the full by feeding  intelligence into live campaigns and delivering dynamic and responsive initiatives.

According to research group TCS, the average large consumer company spends $19 million on social media each year and this figure is expected to increase to $24 million by 2015.

Category: Social Media News


Twitter is Where It’s at for Content Marketers in the UK

Seventy-five percent of content marketers surveyed in the United Kingdom say Twitter is effective for them. This is the highest effectiveness rating ever for a social media platform in all the research done by the Content Marketing Institute (CMI).  That’s just one of the eye-opening findings in the new research, Content Marketing in the UK 2015: Benchmarks, Budgets and Trends, from CMI and the DMA UK.

Content Marketing Institute releases new 2015 research on the state of content marketing in the United Kingdom. (PRNewsFoto/Content Marketing Institute)

This is the third year for one of the most highly-anticipated content marketing research reports in the UK.  This year’s survey, sponsored by Axonn Media, looks at how UK for-profit marketers (both B2B and B2C) approach content marketing as compared with last year. Aside from getting great results from Twitter, another prominent finding from the survey is that UK marketers are much more focused on their goals for content marketing and that those goals have changed.

“It’s fascinating to see how UK marketers have shifted their goals for content marketing over the last year to focus more on engagement, leads, and sales,” says Joe Pulizzi, founder, Content Marketing Institute and author of Epic Content Marketing. “There’s been this increased emphasis on lead nurturing in particular, with the percentage who cite it as a goal nearly tripling. This tells me that a lot of marketers have taken a closer look at what they want to achieve with content marketing, and I suspect the next step for many will be to fine-tune their strategy around those goals.”

Even so, creating engaging content is one of the top challenges for UK marketers; yet, many are working on initiatives to improve in that regard.

“Effective one-to-one engagement requires marketers to deliver campaigns that provide real value to their customers,” explains Chris Combemale, executive director, DMA UK. “This demands producing compelling, tailored content in a multi-channel environment. New platforms, new technologies and new channels have enabled even greater innovation in the content marketers produce. As this research shows in detail, UK marketers are rising to the strategic and creative challenges of content marketing, with continual growth in confidence and competence. This report is essential reading to gain insight into, and understanding of, content marketing strategies that excel.”

There are many more eye-opening findings in the full report.
Our SlideShare presentation is available for download.
Graphics, charts, pictures, quotes and more, are available in Dropbox.

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