Mega Brand Forum Online Audit
Each year, the Sunday Times Top Brands Survey crowns the country’s most successful brands in a number of categories. After the six 2009 Top Brands were announced, saidWot did a few evaluations of its own…
This forum was interesting in terms of the format and the flurry of questions from the inquisitors on the panel to the Sunday Times Top Brand Winners. Whilst most of the questions answered were well covered, an area that wasn’t addressed was the Brands’ online presence with regards to mention distribution value and overall reputation sentiment.
We’ve taken the 6 Brands and looked at:
- Social Media platforms on which the brands are represented
- Google CV (international & local) of the brand and pay-off line
- Average mentions tracked per day over the period
- Brand amplification value for stated period (this provides the accumulated Rand value of the Brand mentions tracked)
- Reputation score (shows the positive or negative sentiment of the mentions tracked out of a maximum positive score of 5)
Sun International and BMW have the largest fan group followings on Facebook but Sun International drops off dismally when it comes to Twitter whilst BMW continues to retain a high profile here. The brand value for BMW over this period was R413 219.
Avis and Discovery came out at the bottom with no real control over their brands online. Avis showed a brand value of only R80 000 and no visibility whatsoever on the Google CV for their much known pay-off line ‘We try Harder’.
BMW is actively contributing and connecting online and the sentiment is overall positive with a reputation score of 3.3.
Whilst FNB have a strong online presence their pay offline is also not optimised and its Twitter profile is managed in the name of an employee rather than on behalf of the company.
The grid below is an outline of the analysis and graphical representation.
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|---|---|---|---|---|---|---|---|---|---|
| Social Networks | 4 out of 4 | 2 out of 4 | 4 out of 4 | ||||||
| yes | 9898 | members | International | 197 | members | yes | 300 | members | |
| yes | 22 | followers | International | — | followers | yes | — | followers | |
| Linked In | yes | — | n/a | International | — | n/a | yes | — | n/a |
| You Tube | yes | 2 | subsribers | no | 0 | subscribers | yes | 21 | subscribers |
| Google CV | Web | SA | Web | SA | Web | SA | |||
| results per first page | 11 | 10 | 11 | 10 | 11 | 10 | |||
| consecutive results from top | 4 | 10 | 11 | 10 | 4 | 10 | |||
| results relevant | 7 | 10 | 11 | 10 | 7 | 10 | |||
| PPC (adwords) | no | no | yes | yes | no | no | |||
| Content Source | Company | Company | Company | Company | Company | Company | |||
| Sentiment | Positive | Positive | Positive | Positive | Positive | Positive | |||
| Pay off line mentions | 0 | 1 | 0 | 0 | 0 | 0 | |||
| Pay off line | "Million Thrills, one destination" | "We try harder" | "How can we help you?" | ||||||
| Notes: | "Million Thrills" Campaign only reflects once when searched on south african pages and does not reflect at all when the web was searched | Pay off line is not mentioned at all. Most mentions are based on re-sale of service from international sites. | Linked in profile for "Private Bank" only. Twitter pages are owned by FNB employees and not listed as a company page; #FNBConnect. | ||||||
| SAIDWOT? | Online Brand Value | Reputation Score | Online Brand Value | Reputation Score | Online Brand Value | Reputation Score | |||
| Monday 21/09/09 | R 81 462.00 | 3 | R 31 452.00 | 2.5 | R 124 528.00 | 3.1 | |||
| Tuesday 22/09/09 | R 107 360.00 | 2.9 | R 64 131.00 | 2.4 | R 146 077.00 | 3 | |||
| Friday 25/09/09 | R 1 697 888.00 | 3.1 | R 306 192.00 | 2.8 | R 1 837 378.00 | 3 | |||
| Wednesday 30/09/09 | R 2 329 878.00 | 2.9 | R 417 592.00 | 2.5 | R 2 169 331.00 | 2.6 | |||
| Fina Score | R 2 329 878.00 | 2.9 | R 417 592.00 | 2.5 | R 2 169 331.00 | 2.6 | |||
| Amplification Volume | R 2 329 878.00 | R 417 592.00 | R 2 169 331.00 | ||||||
| Average Scores | R 843 317.60 | 2.38 | R163 873.40 | 2.04 | R 855 462.80 | 2.34 | |||
| Average Mentions | 22.75 | 8.50 | 31.60 | ||||||
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| Social Networks | 2 out of 4 | 2 out of 4 | 3 out of 3 | ||||||
| yes | 7432 | members | yes | 209 | members | yes | 1714 | members | |
| yes | 1545 | followers | no | — | followers | international | 681 | followers | |
| Linked In | international | — | n/a | yes | — | n/a | international | — | n/a |
| You Tube | no | 228 | subscribers | no | — | subscribers | no | — | subscribers |
| Google CV | Web | SA | Web | SA | Web | SA | |||
| results per first page | 12 | 11 | 10 | 10 | 10 | 10 | |||
| consecutive results from top | 12 | 11 | 2 | 10 | 10 | 8 | |||
| results relevant | 12 | 11 | 6 | 10 | 10 | 9 | |||
| PPC (adwords) | yes | yes | no | no | no | no | |||
| Content Source | mixed | mixed | Company | Company | Company | Company | |||
| Sentiment | Positive | Positive | Positive | Positive | Positive | Positive | |||
| Pay off line mentions | 1 | 0 | 0 | 0 | 0 | 0 | |||
| Pay off line | "Sheer driving pleasure" | ???????????? | ???????????? | ||||||
| Notes: | |||||||||
| SAIDWOT? | Online Brand Value | Reputation Score | Online Brand Value | Reputation Score | Online Brand Value | Reputation Score | |||
| Monday 21/09/09 | R 96 698.00 | 2.8 | R 5 642.00 | 2.2 | R 20 981.00 | 2.4 | |||
| Tuesday 22/09/09 | R 149 825.00 | 2.5 | R 32 943.00 | 2 | R 46 751.00 | 2.8 | |||
| Friday 25/09/09 | R 1 819 574.00 | 2.9 | R 338 304.00 | 2.5 | R 236 253.00 | 2.6 | |||
| Wednesday 30/09/09 | R 2 569 203.00 | 3.3 | R 449 348.00 | 2.8 | R 393 187.00 | 2.4 | |||
| Fina Score | R 2 569 203.00 | 3.3 | R 449 348.00 | 2.8 | R 393 187.00 | 2.4 | |||
| Amplification Volume | R 2 569 103.00 | R 449 348.00 | R 393 187.00 | ||||||
| Average Scores | R 927 060.00 | 2.3 | R 165 247.40 | 1.9 | R 139 434.40 | 2.04 | |||
| Average Mentions | 23.50 | 6.40 | 12.00 | ||||||
Analysis and Graphs powered by saidWot
