How Much Buzz Do The Top 10 Global Brands Generate On Social Media?
I have a shiny new toy and its been whirring away in the corner for a few days now and it’s time to take it out for a global brand spin across the social media universe. I had fired up my Social Media 
monitoring tool a few days ago to look at the Buzz of the Oscars. Earlier today I plugged in the names of some of the major Global Brands to see how many mentions they are receiving and on what levels on multiple social media channels.
When selecting the Top 10 Global Brands I decided to do a Google search to see who ranked at the top and who appeared to be reputable as an authority for ranking brands. So as Interbrand received a SERP (Search Engine Rank Page) of first and second when I did the search on Google, I decided that they were worth using as an authority (really it just means that they have done some really good SEO “Search Engine Optimization” to get ranked in the top 2 positions).
Interbrand started in 1974 when the world still thought of brands as just another word for logo. They have nearly 40 offices and are the world’s largest brand consultancy. They say
“We have changed the world’s view of branding and brand management by creating and managing brands as valuable business assets….We create and manage brand value by making the brand central to the business’s strategic aims.”
So here are some facts, figures and statistics on the noise that is happening online from a select group of social media channels for the Top 10 Global Brands.
The Global Number One Brand: Coca Cola
Surprisingly Coca Cola doesn’t generate a lot of buzz online with 668 mentions in the last 12 hours: Buzz Rank 9th
Global Number Two Brand: IBM
IBM being a technology company I expected a good buzz rank but put up a disappointing showing: Buzz Rank 8th at 1,260 mentions
Number Three: Microsoft
Microsoft knows how to get its brand out there and being a player on the Web with Bing managed a great rank: Buzz Rank 2nd & 5,417 mentions
Number Four: General Electric
General Electric is not a sexy brand but in the past was the top ranked company in stock market valuations: Buzz Rank 10th with 326 mentions
Number Five: Nokia
Nokia has dominated the mobile phone market but is being challenegd by Apple, should rank well: Buzz Rank 5th with 2,149 mentions
Number Six: McDonalds
The McDonalds company is certainly a major global brand but is not a technology brand so I wasn’t expecting a bold showing: Buzz Rank 6th at 2,136 mentions
Number Seven: Google
Google is the the most “online” brand represented here so a prominent result was expected and we weren’t disappointed: Buzz Rank 1st with a class leading 22,150 posts (408% more mentions than Microsoft in second position)
Number Eight: Toyota
Toyota has been in the news lately for all the wrong reasons so a strong result was expeceted: Buzz Rank 4th with 3,662 mentions
Number Nine: Intel
Intel drives most of the computers we use at home and at work but tends to be a behind the scenes brand: Buzz Rank 7th with 1,968 online mentions
Number Ten: Disney
Disney is a brand that has gone way past Walt and Disneyland and is always prominent in media so a strong inside running was suggested: Buzz Rank 3rd with 4,370 mentions in the last 12 hours
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Technology companies witha strong internet presence (Google & Microsoft) managed to rank first and second on the online “Buzz Rank” with a total of over 62% of the noise online. This wasn’t surprising but maybe will influence brand ranking in the future.
What do you think?
25 Responses to “How Much Buzz Do The Top 10 Global Brands Generate On Social Media?”
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Cools stats, what did you use to generate your reports?
Thanks!
Wow! What tool did you use to get this info? Very cool.
Well, the web is the biggest market for products and services today. No doubt these companies are throwing millions just to get the number one spot. This was a good idea. I really was curious who the current biggest spender is. Thanks.
Rennel
Savannah GA Advertising
Albany GA Advertising
For everyone who’s been wondering what tool Jeff’s using: it’s http://www.visibletechnologies.com/trupulse.html
Nicely done and excellent data source. None of these brands “surprise” but they sure “get social media”.
great article and visuals. i was definately suprised by some of the orderings. i’d be willing to bet we’ll see walmart up there somehow, someway this time next year
Michael & Nick,
there are some tools that generate this type of reports. We at Proximity BBDO use SM2 from Alterian http://www.alterian.com as our listening platform and are happy with it!
Jo
Very interesting, Jeff – as usual.
It would be interesting to track the social buzz around the top competing global brands over time, to see how rankings, share, and valuations change over time. So, for example, track both Coke and Pepsi.
Also, as you pointed out – in the case of Toyota – not all buzz is good buzz. I know that just about anything I have ever tweeted about Microsoft is the direct result of my long, less than satisfactory experience with Windows products. Without sentiment analysis, it might be difficult to understand the effect of any of this buzz.
Just thinking out loud.
All the best,
Jon
Great post. My prediction: Social media will speed the globalization of brand names. Here’s why:
http://admajoremblog.blogspot.com/2010/05/why-global-brands-matter.html
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Very interesting! Thanks for a great post!
Also, I’m curious as to how/why you chose Visible Tech for buzz monitoring? I’m always comparing products and would love to know more about what led you to this choice.
Good idea to compare Interbrand’s brand value ranks with Social Media buzz ranks. Having to look for Interbrand lets me question the author’s marketing knowledge though.
Also the analysis report is much too weak monitoring just the last 12 hours. Get the mentioning stats for Michael Ballack for the last 12 hours before and after news came that he can’t go to the world cup. Get my point?
Social Media Monitoring is also not just punshing in some keywords. It requires a lot of filtering, setting up a range of related keywords etc. etc.