Nothing makes me happier than driving down the highway in my 1982 Toyota Cressida. I have pictures of my sweet yet reliable car all over my Facebook page. People love showing off their sick set of wheels. But which ride reigns supreme online? Well eValue has got you covered with our suite of Social Media ROI tools. Check out our report on the Canadian automotive sector. Leave a comment below, and lets us know how high your whip ranks.
The social media landscape in Canada is always evolving. 50% of the entire Canadian population are now on some form of social network, and these numbers are only going up. More and more people are turning to Twitter and Facebook to connect with friends, family, and their interests. There’s no better place to show off that Michael Kors watch you got for your birthday, or the view from your room at the Marriot. Facebook’s got it all, from Aston Martin to Ricky Martin. If you’re in to anything, there’s most likely a fan page for you and millions of your closest friends, and if there isn’t one, you can just make one yourself. But rather than allowing any Tom, Dick, or Harry to run something as important as the official Facebook Page for Bud Light Lime Premium Light Beer with 100% Natural Lime Flavor. Budweiser and millions of other brands are taking it upon themselves to put their best foot forward online.
Canadian brands are no exception. Roots Canada on Facebook has become a place to get a great deal on a hoodie and to post a picture of you wearing it. Canadian Tire encourages their fans on Facebook to share stories about biking, camping, and to talk about all those pesky home improvement projects all your neighbours are working on. What all top Canadian brands have in common is there tendency to tap into what makes them genuinely Canadian. That’s why it’s no surprise that good old reliable Tim Hortons is one of the top Canadian brands in social media. They just scream Canadian. Along the TransCanada, a Tim Hortons sign can be mistaken for the Canadian flag, and it’s a comforting sight to see after a long drive, or a night out on the town. Their fans on Facebook alone are equivalent to 5% of the entire population of Canada. That’s 1 out of every 20 Canadians who likes Tims. That’s a lot of coffee. But you can’t run on Timbits alone. Their recent partnership with American ice cream parlor chain Cold Stone Creamery shows they are willing to expand in a new direction. A fact they have yet to capitalize fully on in social media.
You know that picture of a Tim Hortons coffee cup on your wall most likely came from your friend posting it from his Blackberry during his lunch breaks. That goes to show you that there’s always an exception to the rule, and in this case that would be Blackberry. You wouldn’t even know that they’re Canadian unless someone told you, because their appeal goes beyond the snowy Canadian border RIM emanates from. On Facebook alone they currently run 34 Blackberry Pages from Canada to Thailand and everywhere in between. Simply consolidating communities would raise their global profile tremendously. For a while it became the most popular phone with young people due to their BBM messaging service. But the kids have moved on to greener apple tree lined pastures. If their new Blackberry 10 promo is any indication, they certainly know that they need to change or at least play to the current Apple dominated market to stay relevant.
Canadian brands are on the rise, and an easy way for them to gain marketshare online is to latch onto one of the most influential brands out there, “Made in Canada”. As changes within these companies occur in order to serve a wider audience, so should their social media strategies. When you think Canadian, you think of friendly and inviting, and these Canadian brands online are doing just that.
The word “commercial” these days has a very negative connotation. They’re a nuisance, we find them annoying, and actively skip them every chance we get. The solution has been to make your brand video entertaining, because people don’t want to feel like they’re watching an ad. The brands who can achieve this, engage with their consumers more effectively. In no particular order, but we made them into one anyway. Here is a list that we believe are the top ten most engaging brand videos of today.
10- Party Rock Anthem-Kia Soul Hamster Commercial [HD]: Party Rock Anthem-LMFAO- MTV VMA’s
Car maker Kia checked off all the boxes in the viral video checklist. It’s got anthropomorphized hamsters, the hottest summer jam by LMAFO, giant robots dancing, and explosions. The initial dystopian future war fake-out was a nice touch to sucker people in. But once there, they stayed because what followed was even better than the promise of hot robot on robot action.
9- Old Spice | The Man Your Man Could Smell Like
As easily one of the most drastic brand image changes we’ve seen in a long time, Old Spice went from something your grandfather uses, to something fresh. Their creative single-shot ad was a spectacle to watch, and kept the viewer guessing until the very end. A sign of a good brand video is when it sparks numerous imitators, and it even appeared on Ellen.
8- World of Warcraft TV Commercial: Chuck Norris – Hunter
Chuck Norris facts flooded the Internet a few years ago. Yet Chuck Norris himself never really acknowledged the, at times, flattering remarks on his exceptional prowess. World of Warcraft sought to take advantage of his badass reputation by making him the unstoppable force of nature he is now known for.
7- Angry Birds | Wonderful Pistachios Get Crackin’ Ad [video]
The current Wonderful Pistachios ads went for the shotgun approach, employing memes, celebrities, and movie cross-promotion. They’re hit or miss, but all worth watching for their use of unorthodox ways of eating pistachios. It’s fun to see brands using other brands to bolster their own. Case in point, their most viewed ad takes the Angry Birds approach to cracking a nut.
6- Doritos® – Crash the Super Bowl 2010 Finalist – House Rules
The Super Bowl has always been a sure fire way to get your ad seen by millions of people. For years now, the Doritos Super Bowl Commercial Contest has produced cleaver and endearing videos for their brand. One of the most viewed winners had a stern kid showing the new man in his mom’s life who’s boss. But part of the appeal of these ads and what makes them engaging is the user created aspect of it all. An absolute nobody can come up with a great idea and have it seen by millions of people. It embodies everything the Internet is all about.
5- Kevin Butler presents his latest gaming innovation: SimulView TM
One of the hardest things to do in marketing is to humanize a corporation. The easiest way to do that is to put a face on the faceless. Sony PlayStation started making ads with their fictional Vice-President of PlayStation, Kevin Butler. These humorous and self-deprecating ads make Sony look more personable, and people like companies who can laugh at themselves.
4- Evian Roller Babies international version
Evian took their “Live Young” campaign literally and had a bunch of adorable babies’ roller-disco dance their way into our hearts. Who doesn’t like babies that act like us? At first glance it looks like a group of very talented and acrobatic babies. Under closer inspection, the computer generated animation is impressive to see. That double-take quality is what makes us keep coming back for more.
3- The T-Mobile Dance
At the height of the flash mob craze, T-Mobile wanted to make one of their own. They planned and rehearsed for weeks, chose a venue, and gathered dozens of people. But their ultimate goal was to show people that you should never miss a moment. So whip out your T-Mobile cellphone and share this moment with everyone.
2- grab it by the horns – vitaminwater® commercial
Internet memes are huge. So why not put a bunch of them together in one epic brand video. Well that’s exactly what the guys at Vitaminwater did. You have all your favorites. Sexy Sax Man is there, cats in fruit helmets, and double rainbows too. Capitalizing on trends is nothing new. But there’s something endearing about they’re completely blatant attitude towards their use of memes.
1- The Force: Volkswagen Commercial
We are suckers for anything with an adorable kid and Star Wars references. Darth Vader never looked so cute. You know what works better than a cute kid, making us feel sorry for a cute kid, and that’s exactly what Volkswagen did. When the kid finally succeeded in using the force, you couldn’t help but cheer for the little guy.
All international companies eventually come across one question: should I localize efforts or have a global strategy? Many of these companies opt for having a different social media account for each of the major countries or regions in which they are present, each with its own local news or promotions. Others choose to have a global account with general information. The first step in deciding which path to take and how to create the proper mix is to define your company’s goals. Both scenarios offer different benefits for organizations; a localized approach can provide a deeper relationship with customers as you understand their specific needs, while a general approach shows brand unity and consistency, elevating trust in consumer minds.
Not only are sales affected, but engagement too. Usually regional or local accounts have a smaller number of followers, yet the community has higher levels of engagement. Global accounts are easier to find by people than regional ones and carry a lot more subscribers. True, given the vast amount of followers, there will always be conversations happening and the account will look very active, however, proportionately they usually don’t have as much engagement as local ones and conversations focus on very generic topics, sometimes even unrelated to the brand. So should the company build on a smaller community with a higher engagement or go for the big numbers? We have analyzed different products and services from a variety of industries to gain some insights on the subject.
Greenpeace International has an eValue score of 49 on its Facebook page, while eight of its regional pages have an average score of 85. At a first glance the decision seems clear: let’s close the global one and open a couple regionals instead. Well, the Greenpeace International page has 1.1million subscribers, while the Greenpeace Deutschland page (with an eValue score of 95) has little over 60 thousand; not such a simple choice now. Without a doubt the final decision should be based on the company’s specific goals. A higher number of fans or followers will certainly boost awareness scores, and that is always the place to start, but what will you do once they’re aware of your existence?
Greenpeace proved local accounts drive more engagement. Now let’s take an example from the auto industry, which is extremely active on social media: Honda. Out of 19 regional Facebook accounts studied, the lowest eValue score registered is 51 for Honda Turkey. The generic Honda page has a very low eValue score of only 9, still consistent with our theory of local accounts being more efficient engagementwise. Why is this happening? First we have to keep in mind that having both regional and global pages actually creates competition for yourself, especially when having that many different ones. A lot of people won’t follow your brand on 5 different places, and more importantly, they won’t comment 5 times. They’ll choose the one that is closest to their interests and focus their attention on it. It’s general reasoning that if you follow the same brand at different places, you’ll get similar posts from it and you don’t want to clog your timeline with repeated content. Sadly this came to be after a lot of brands actually practiced, and still do, this huge mistake. Having regional accounts might backfire on your global account and steal fans and interaction from it. If your company has both types of pages make sure there’s a very notorious distinction between their content.
Regional accounts might seem to be a better investment since they result in higher engagement, but it’s not always the case. Brands need to consider which regions actually have a market interested in their products. Take Nike Football for example, their India Facebook page only scores an 18 on eValue. This proves either poor community management or a lack of regional interest. On the other hand, Nike Football Turkey or Israel both have scores above the 80’s. People from India who are actually interested in the subject and are looking for a more engaging community are most probably not going to look into Turkey’s page though, and here’s also where the global page comes into action: to provide a space for those who don’t fit into a region or look for more than what their regional page offers.
In summary, both regional and global accounts serve their unique purpose and a perfect scenario involves a balance between them. The crucial point for deciding on how much effort to put towards each path, is to review your company’s goals and current situation. Regional accounts will help deepen consumer relationships and therefore increase brand loyalty. Global accounts will boost brand awareness, and have a wider reach, providing a space for consumers who don’t fit in regional divisions.
I love department stores. They’re the only place you can walk-in and get a dress shirt, a jug of milk, and winter tires at 6pm on a Wednesday on your way home from work. However, not all big box department stores are created equal. But thanks to our eValue Social Media ROI suite, we were able to calculate which ones are on top of the social media ladder. Check out our latest report on several Canadian department stores and let us know what you think. Did your favorite brand make the cut?
What a great Euro this year! Everywhere you looked you’d see people glued to a TV screen in anticipation of the next gooooaaalllllll! The sportsmanship, the pageantry, the headbutts, it was all a sight to see. But what you couldn’t help but see was all the amazing sponsorship around Euro. They made me want to put on my Adidas and kick a ball around while drinking an ice cold Coca-Cola. Sport sponsors are nothing new, but interacting online with their soccer hungry fans is. We used our eValue Social Media ROI suite to find out which Euro sponsors did it the best this year. So here is our report on Euro 2012 sponsors.
Online banking has changed my life. Gone are the days of rushing to the bank after work to pay bills, or transfer money. Nowadays every financial institution has some form of online banking. But some have become more sophisticated than others. An easy way to tell is by looking at their online presence. We used our eValue Social Media ROI suite to measure different banks online engagement. Check out our report to see which bank came out on top.