New study: Deep brand engagement correlates with financial performance

image I’m releasing today a new research report that I wrote in conjunction with Wetpaint called “ENGAGEMENTdb”. The study looked at how the 100 most valuable brands — as identified by the 2008 BusinessWeek/Interbrand Best Global Brands ranking — engaged in 11 different online social media channels.

We critiqued the brands on not only their breadth of engagement across these channels, but also their depth, such as whether they reply to comments made on blog posts. Each brand was given a numerical score. The top 10 ENGAGEMENTdb brands with their scores are:

  1. Starbucks (127)
  2. Dell (123)
  3. eBay (115)
  4. Google (105)
  5. Microsoft (103)
  6. Thomson Reuters (101)
  7. Nike (100)
  8. Amazon (88)
  9. SAP (86)
  10. Tie – Yahoo!/Intel (85)

The report is available here and the main site is at engagementdb.com. A very neat interactive feature of the site is the ability to see the rankings in different ways, from highest to lowest scores, alphabetical, etc.

Engagement Correlates To financial Performance

But even more interesting is that we also looked at the financial performance of the brands, grouping the companies with the greatest depth and breadth into a group called “Social Media Mavens”. These Mavens on average grew 18% in revenues over the last 12 months, compared to the least engaged companies who on average saw a decline of 6% in revenue during the same period. The same holds true for two other financial metrics, gross margin and net profit.

Note that we are not claiming a causal relationship — but there is clearly a correlation and connection. For example, a company mindset that allows a company to be broadly engage with customers on the whole probably performs better because the company is more focused on companies than the competition.

The study also looks at the engagement best practices of four companies: Starbucks, Dell, SAP, and Toyota. Some of the key findings include:

  • Emphasize quality, not just quantity. Engagement is more than just setting up a blog and letting viewers post comments; it’s more than just having a Facebook profile and having others write on your wall. It’s also about keeping your blog content fresh and replying to comments; it’s building your friends network and updating your profile status. Don’t just check the box; engage with your customer audience.
  • To scale engagement, make social media part of everyone’s job.
    The best practice interviews have a common theme — social media is no longer the responsibility of a few people in the organization. Instead, it’s important for everyone across the organization to engage with customers in the channels that make sense — a few minutes each day spent by every employee adds up to a wealth of customer touch points.
  • Doing it all may not be for you — but you must do something.
    The optimal social media marketing strategy will depend on a variety of factors, including your industry. If your most valuable customers do not depend on or trust social media as a communication medium, or if your organization is resistant to engagement in some channels, you will have to start smaller and slower. But start you must, or risk falling far behind other brands, not only in your industry, but across your customers’ general online experience.
  • Find your sweet spot.
    Engagement can’t be skin-deep, nor is it a campaign that can be turned on and off. True engagement means full engagement in the channels where you choose to invest. Thus, choose carefully and advocate strongly to acquire the resources and support you will need to succeed. If you are resource-constrained, it is better to be consistent and participate in fewer channels than to spread yourself too thin.

Disclosure/Acknowledgements: The research report was done in conjunction with Wetpaint as a partnership – neither Altimeter Group nor I were paid to write the report. I designed the study, created the criteria, developed the engagement scoring, and wrote the report. Wetpaint provided the people-power to conduct and execute the evaluations, helped with the data collection and analysis (thank you Jean Lee!), developed the Web site and handled public relations. All in all, this was a model of partnership and I am grateful to Wetpaint’s Kevin Flaherty and Ben Elowitz for their support.

Press Release

A press release is also available – it is copied below in full. I encourage you to read the study, engage with us and with each other at engagementdb.com, and to give us you feedback on how we can improve the research going forward.

New Study Indicates Social Media Pays; Wetpaint and Altimeter Group Find Correlation Between Brands’ Social Media Efforts and Financial Performance

ENGAGEMENTdb Report Ranks Who Is Succeeding and Who Isn’t With Social Media; Starbucks, Nike, SAP, Thomson Reuters Hit the Top Ten; Website Launching Today Lets Anyone Evaluate Their Own Social Media Efforts

SEATTLE, July 20 /PRNewswire/ — A new study released today from Wetpaint and the Altimeter Group confirms that deep engagement with consumers through social media channels correlates to better financial performance. The ENGAGEMENTdb study (www.engagementdb.com) showed significant positive financial results for the companies who measured as having the greatest breadth and depth of social media engagement. These “Social Media Mavens” on average grew company revenues by 18 percent over the last 12 months, while the least engaged companies saw revenues sink 6 percent on average over the same time period.

The ENGAGEMENTdb study reviewed more than 10 discrete social media channels, including blogs, Facebook, Twitter, wikis, and discussion forums for each of the 100 most valuable brands as identified by the 2008 BusinessWeek/Interbrand Best Global Brands ranking. Activity in each channel was ranked for depth of interaction on measures that corresponded to that specific channel. Scores for overall brand engagement ranged from a high of 127 to a low of 1. The top 10 ENGAGEMENTdb brands with their scores are:

  1. Starbucks (127)
  2. Dell (123)
  3. eBay (115)
  4. Google (105)
  5. Microsoft (103)
  6. Thomson Reuters (101)
  7. Nike (100)
  8. Amazon (88)
  9. SAP (86)
  10. Tie – Yahoo!/Intel (85)

Qualities of Success

Companies that scored well in the study generally have dedicated teams, however small, active in the social media channels they utilize. The study found that the most successful teams evangelize social media across the entire organization to pull in a broad range of stakeholders. These companies view social media as an indispensable tool to help them achieve results, and their approach is conversational. This mode of operation differs from the approach of traditional communications and early corporate blog experimentation, which emphasizes messaging and talking points.

“This is the first study of this depth on the top global brands and we think the results provide a good guide for corporations and brand marketers in every industry,” said Charlene Li, Founder, Altimeter Group. “The success stories we have uncovered provide a blueprint for companies making decisions about how to best apply their marketing and consumer relations resources.”

“The ENGAGEMENTdb study goes a long way towards validating the importance of social media for business,” said Ben Elowitz, CEO of Wetpaint. “The closer any company is to its customers, the better, and it’s hard to argue with the ability for social media to create such proximity. In this day and age, companies should feel much more comfortable investing in social media — the correlation to results is so clear.”

Four Quadrants of Engagement

While each company in the study received a quantitative score, the ENGAGEMENTdb study revealed that companies fell into four specific categories in terms of their breadth and depth of investment in social media channels — Mavens, Butterflies, Selectives, and Wallflowers.

  • Mavens – brands that have made social media a core part of their go-to-market strategies and are very active in many channels; usually driven by dedicated teams assisted by company-wide awareness and participation.
  • Butterflies — brands that recognize the need to be in many channels but have only met with real success in a subset of their activities; these companies are usually spread a bit too thin.
  • Selectives – brands that focus on just a few channels and excel in those; these efforts are usually initiated by an internal evangelist.
  • Wallflowers — brands present in only a few channels and very lightly in those; these brands are sitting on the sidelines and are wary of the risks. They are still trying to figure out the best next steps and investments in social media.

Rank Your Company Against the ENGAGEMENTdb Top 100

Launching today, the ENGAGEMENTdb website (www.engagementdb.com) makes it possible for companies and brand managers to quickly find out how their social media efforts rank as compared to those of the world’s most valuable brands. After taking a quick survey, respondents will receive an email evaluation of their social media efforts compared to the companies in the ENGAGEMENTdb report. Additionally, companies can detail their social media efforts for inclusion in the ENGAGEMENTdb through the website. This data will be used in future research and study of the benefits of social media.

Read the Wetpaint/Altimeter ENGAGEMENTdb Report.

About Wetpaint

Wetpaint provides the leading platform for fans and brands to easily create and participate in online communities around the topics they care about most. Wetpaint offers businesses a turnkey solution for creating and fostering passionate communities that drive traffic and increase loyalty. Consumers flock to http://www.wetpaint.com to create sites around topics they love. For more company information, visit http://press.wetpaint.com

About Altimeter Group

Altimeter Group provides advice and consulting on digital strategies, with a focus on how organizations can leverage social and emerging technologies to achieve results. It is led by Charlene Li, the co-author of the best selling book, “Groundswell”. For more information, please visit http://www.altimetergroup.com.

Comments

  1. Charlene — this is an awesome report and has solidified the need for companies to take consumer engagement more seriously.

    Michael

  2. Hi! Great study! But the last page – methodology – is missing. Just wondered when you did this, and how you came to your conclusions. Thanks!

  3. My bad, found it.

  4. Hi Charlene.

    Great Study!

    Really interesting to link engagement levels with financial performance. I’m confident that it is at least partly causal, although I also think that companies who are making profits may feel more comfortable “experimenting” with activities even without that elusive ROI…

    I work for Nokia on our social media strategies – we’ve recently put together a more consolidated view of what we are doing at http://blogs.nokia.com so hope that helps in updates to the info :)

    Cheers!

  5. Charlene, very intriguing, but I suspect correlation may outweigh causation. 9 of the 11 companies mentioned as mavens are technology-driven companies, prone to engaging with customers online. To use them as exemplary case studies may bias the findings.

    It would be interesting to assess SM performance ranges within non-tech-driven industries, such as financial services. The recent Razorfish Fluent report noted that consumers are much less likely to want to “engage” with brands in certain industries, including finance and banking.

    Does SM really correlate to higher performance in sectors unrelated to technology? That would be a truer test.

    Tx for the research.

  6. @Ben – good question on correlation with non-technology companies. Unfortunately, we don’t have enough data points in this 100 company sample to do that. My hope is that we can get more data points in the future.

  7. I applaud the methodology and effort but question whether there is really anything “breakthrough” here. Well-managed companies generally manage EVERYTHING well, so it is no surprise that the best financial performers are also doing a great job at social media.
    In fact, I could make a far different conclusion from your correlation: The most profitable companies have the most money to put into social media, which is why they have the luxury to be deeply engaged. Which causes which?
    As you state yourself, there is still no cause-and-effect proof of anything here. Let’s keep looking!

  8. I’ve sent this to all my clients. Exactly the kind of proof points they are looking for…what those of us in the business understand from a gut feel can now be justified for those who need the real numbers to back it up.

  9. interesting & most important study- I `ve translated the basics into Hebrew
    http://gilagideon.co.il/?p=604
    Regards
    Gila Gideon

  10. Thank you Charlene and WetPaint for conducting this very important study. The industry has been compiling reports of usage, but there have been few studies estimating engagement levels.

    Debbie Weils list of blogs, Peter Kim’s like of companies using social media and the social text f500 wiki come to mind.

    Using social media is not the same as level of engagement, its how you connect with your audience that’s important. This study will really help the industry review the leaders in the industry and think about best practices as a result.

    I compare the chart to the Advertising Age Power 150, people look to that chart for who are the leaders in the industry and as a result attempt to emulate the leaders. I hope your chart will motivate the industry in the same way.

    Did you see the critique by zdnet, any comments on their views?

  11. Joe Lambe says:

    Great to see your first research at Altimeter, Charlene! I saw this report today on the United Airlines Breaks Guitars YouTube video and immediately thought of your study. What a great counter-case to confirm your research! http://www.seoptimise.com/blog/2009/07/united-airlines-lose-millions-youtube.html

  12. Interesting research. Engagement is fine, but with what? I examine Is the “social media” really “social” or “media”? here:

    http://paulseaman.eu/2009/07/is-the-social-media-really-social-or-media/

  13. Kathryn says:

    The basic statistics and assumptions of this study have been repeatedly misinterpreted by the media. Has no one thought that these companies were already doing well even before social media, and maybe it is a third factor, like innovation, that has caused them to make higher earnings? Saying that “social media marketing boost[s] the bottom line” cannot be assumed to be true because of a correlational study.

  14. Thanks for such an important and provocative report.

    Can you share with us the specifics of how you measured “engagement” in each environment? What counts as engagement in Facebook? On a blog? On Twitter? etc.

    • I am also interested in knowing how yu measured engagement. Could you please share at a general level.

  15. Such a detailed and helpful report – great to see someone has drawn attention to not only the power of social media, or even the types of social media out there, but how best to spread resources over a variety of appropriate channels.

  16. Great research, this is just the type of back-up and foundation I’m looking for as I write on social media monetization from a marketing perspective for Pearson. Thanks.

  17. Thanks for the mentions I’m glad this research is helpful for business perspective.

  18. Featured this article on our show..Great Stuff!

  19. Great information. I agree that if you are on a small budget, it’s better to concentrate in a few areas rather then spreading yourself thin in several different social media avenues.

  20. It would be interesting to assess SM performance ranges within non-tech-driven industries, such as financial services. The recent Razorfish Fluent report noted that consumers are much less likely to want to “engage” with brands in certain industries, including finance and banking.

  21. hi good resarch this is an awesome report and has solidified the need for companies to take consumer engagement more seriously

  22. Charlene, Great report! Just working on a study about social media in the Netherlands. Hope this will help the dutch to embrace social media even more!

  23. It very good for my Media work.

  24. very nice post

  25. Nice work.

  26. Charlene — this is an awesome report and has solidified the need for companies to take consumer engagement more seriously.

  27. Thank’s so much!

  28. Havenja07 says:

    Companies that scored well in the study generally have dedicated teams, however small, active in the social media channels they utilize. The study found that the most successful teams evangelize social media across the entire organization to pull in a broad range of stakeholders.
    ==========================
    The Finance Firm

  29. Nice work.

  30. A just released study by Wetpaint and the Altimeter Group reported that social media pays off for business. The greater the breadth and depth of social media engagement, the greater the payback.

  31. Altimeter Blog: New study. Deep brand engagement correlates with financial

  32. Social Marketing Study Links Deep Engagement to Financial Performance

  33. Really interesting to link engagement levels with financial performance. I’m confident that it is at least partly causal, although I also think that companies who are making profits may feel more comfortable “experimenting” with activities even without that elusive ROI…

  34. Very interesting to see some of these brand names here. I did really expect to see Google at #1 though! Kind regards.

    • Type your comment here.I work for Nokia on our social media strategies – we’ve recently put together a more consolidated view of what we are doing at hso hope that helps in updates to the info :)

  35. Thanks for such an important and provocative report.

  36. This is a great report and I’ve been referring people to it and referencing it in my blog for a long time.

    BUT the links seem to no longer work for http://www.ENGAGEMENTdb.com

    Where is it? I think its an important resource.

    Thank you.

  37. very intresting and good tips. ill try the hebrew translation.

  38. I wonder who are the 100 most valuable brands in Israel, and how they engaged in the 11 different online social media channels

  39. Really useful report thanks a lot.

  40. That is a great point to bring up. Thanks for the post.

  41. Interesting study, I’d be interested to see some more up to date results!

  42. Is the report still accessible? engagementdb.com doesn’t seem to connect to the report.

  43. what can i say about this Deep brand engagement correlates but one thing is it is somewhat different

  44. I have t o prove that

  45. A big thank you for your blog.Much thanks again.

  46. I’m not surprised to hear this. Although I’m a bit surprised Starbucks did so well. Maybe because there are so many in the US!

  47. This is a decent report, well summed up :)

    Thanks

  48. you cheat me

  49. I have to prove that

Trackbacks

  1. [...] Charlene Li just released a study that correlates consumer brand engagement in social media and financial performance and the results tell a unique story.  In a nutshell, the more “authentic” participation by a brand in social media, the higher their revenue gain. This is huge news, especially for brands who are struggling to get buy in from senior management.  [...]

  2. [...] Li of the Altimeter Group and author of Groundswell, released a new report (great visual here) today that looks at the 100 [...]

  3. [...] Li (Altimeter Group) and Ben Elowitz (Wetpaint) just released an interesting paper linking financial success with social media engagement. Their findings reveal, “… the most [...]

  4. [...] New study: Deep brand engagement correlates with financial performance by Charlene Li, co-author of [...]

  5. [...] also a blog posting that summarizes the results and gives some tips for greater engagement, and shows the top ten [...]

  6. [...] Charlene Li of Alitimer Group and Wetpaint think they know the Top 100 most engaged brands and have shared it with everyone in a presentation. See below: ENGAGEMENTdb: Most Engaged Brands On Social Media – [...]

  7. [...] Marketing and Awareness, Research, Tools | Tags: altimeter, brand, egagement, media, social The Altimeter Blog has announced that they are releasing a new study on how the major brands, as identified by the [...]

  8. [...] Charlotte Li, co-author of the breakthrough book analyzing and classifying users online—Groundswell—has released a study showing a strong correlation between ENGAGEMENT through social media and INCREASED REVENUE. She and her team have added a value set of data to the discussion addressing the CEO/CFO’s question: “Hey, are we going to make any money off this social media stuff.” (disclaimer: though this study does address that question, the question is still not the most important one and if it is the most important one for the CEO, he/she probably won’t be in that same job at the end of next year anyway.) [...]

  9. [...] New study: Deep brand engagement correlates with financial performance « Altimeter Group : Digital … (tags: socialmedia branding business) [...]

  10. [...] Social Marketing Study Links Deep Engagement to Financial Performance [...]

  11. [...] The Benefit: Engagement Correlates To Financial Performance In a recent study by The Altimeter Group, they found that implementing a social medial strategy for your business has a quantifiable result on revenues. When they looked at the financial performance of brands, they found that those companies that engaged in social media grew their revenues 18% over the last 12 months, compared to the least engaged companies who on average, saw a 6% decline in revenue during the same period. As they put it, “For example, a company mindset that allows a company to be broadly engage with customers on the whole probably performs better because the company is more focused on companies than the competition.” |  ENGAGEMENTdb – Altimeter 20 July 2009 [...]

  12. [...] Charlene Li and Altimeter Group have also just connected the dots between active social media engagement and business results, in new study that confirms that deep engagement with consumers through social media channels correlates to better financial performa…. [...]

  13. [...] Social Marketing Study Links Deep Engagement to Financial Performance [...]

  14. [...] Altimeter Blog: New study. Deep brand engagement correlates with financial [...]

  15. [...] this what the social media world has been waiting for: a detailed study that equates companies’ social media activity with (gasp!) pounds and pence, dollars and [...]

  16. [...] Forrester Research who has struck out on her own (her company is called Alimeter) says so-called “Social Media Mavens” on average grew 18% in revenues over the last 12 months, compared to the least engaged companies [...]

  17. [...] A just released study by Wetpaint and the Altimeter Group reported that social media pays off for business. The greater the breadth and depth of social media engagement, the greater the payback. [...]

  18. [...] Li has just released her ENGAGEMENTdb report which analyses the engagement of company in social media and correlates it to financial [...]

  19. [...] particular interest this week was the release of a  report prepared by  Wetpaint and  Altimeter that looked at the world’s most valuable brands and: (1)    Determined which were most [...]

  20. [...] debating the values and trade-offs of investing in social strategies and there are both strong believers and naysayers. But now more and more companies are taking steps to integrate social media into [...]

  21. [...] ran across a post from Altimeter today that had some very interesting conclusions from a new study. The jist of it was that there is [...]

  22. [...] Social Marketing Study Links Deep Engagement to Financial Performance [...]

  23. [...] of doing business and while some may still scoff, you only have to look at the the recent report Charlene Li published with Wetpaint to see how seriously big brands are taking [...]

  24. [...] report (details and copy here) is encouraging news for those embarking on applying social software to various parts of their [...]

  25. [...] some of the reasons why businesses have yet to fully embrace social media. This followed a recent report that showed a positive correlation between social media engagement and corporate financial [...]

  26. [...] [CTO札记]Starbucks 用sns营销,品牌升第一 2009-07-30  |  19:42分类:商业模式  |作者: Yew(叶伟) |   1 views 引文:http://www.altimetergroup.com/2009/07/engagementdb.html [...]

  27. Deep Social Media Brand Engagement Correlates with Financial Performance…

    Released is a new research report that was written in conjunction with Wetpaint called “ENGAGEMENTdb”. The study looked at how the 100 most valuable brands — as identified by the 2008 BusinessWeek/Interbrand Best Global Brands ranking — engaged in …

  28. [...] recently read a social media report from the Altimeter Group that I found interesting and thought I would share.  First, it’s co-authored by Charlene Li [...]

  29. [...] 4, 2009 · Leave a Comment Here’s one key finding from the recent Brand Engagement study by popular industry thought leader, Charlene Li (Altimeter Group) that caught my attention, To [...]

  30. [...] the example above, there is much more than just listening. A recent report by Charlene Li and Wetpiant might shed some light on this very [...]

  31. [...] On the same tip, Altimeter, Charlene Li’s  blog, has recently reported the release of a study that Li co-wrote [...]

  32. [...] טל פרגמנט תגיות:מדיה חברתית, מותגים. במחקר חדש וראשון מסוגו שנערך ע”י Wetpaint ו-Altimeter ובחן פעילותם של 100 [...]

  33. [...] interactive and community oriented. We went with smaller firms because, while Dell and Google have highly engaging Web presences, we wanted to find out how firms with limited budgets are making the [...]

  34. [...] of companies listening to their customers is an old one, but not a mastered one. However, as the stats show, there is direct correlation between those companies who listen and act, and revenue. (can you say [...]

  35. [...] und Professionalität eine Gefahr für Marken und Unternehmen dar. In Amerika positionieren sich einige Marken schon wesentlich [...]

  36. [...] the example above, there is much more than just listening. A recent report by Charlene Li and Wetpiant might shed some light on this very [...]

  37. [...] how I managed to miss the ENGAGEMENTDB announcement from Charlene Li at Altimeter the first time around, but Antony Mayfield’s post [...]

  38. [...] 3, 2009 Altimeter Group announced an interesting fact in the last week, blogged by Charlene Li on their behalf, that their latest study shows that companies who engage more in social media [...]

  39. [...] media engagement for brands – I want to believe, by Anthony Mayfield A review and thoughts on Charlene Li’s post for the Altimeter Group regarding the group’s study of how engaged major brands were with social media and the link [...]

  40. [...] ฉบับนี้จริงๆ ผมคิดจะเขียนเรื่องของ Social Media และการ Engage ให้คนติดอยู่กับแบรนด์ของเรามากขึ้น แต่พอเจอรายงานฉบับหนึ่งทางอินเทอร์เน็ตที่ชื่อว่า The World’s Most Valuable Brands, Who is the Most Engaged? หรือแปลเป็นไทยว่าชื่อว่า แบรนด์ดังระดับโลก แบรนด์ไหนน่าติดตามที่สุด (Engage คนได้มากที่สุด) ของ Charlene Li อดีตนักวิเคราะห์ชื่อดังจาก Forrester เจ้าของหนังสือ “Groundswell” ที่ว่าด้วยบทวิเคราะห์โลกอินเทอร์เน็ตที่โด่งดังเมื่อปี 2008 ก็อดเอามาแปลให้คุณผู้อ่านก่อนไม่ได้ สำหรับรายงานฉบับนี้ผมอยากให้คุณผู้อ่านดาวน์โหลดไปอ่านกันจากลิงก์น http://www.altimetergroup.com/2009/07/engagementdb.html [...]

  41. [...] Charlene Li from the Altimeter Group, did a research report called ENGAGEMENTdb  that looked at the financial [...]

  42. [...] ago, I wrote a post for Brian Solis’s blog, PR.20 that highlighted the recent study conducted by Charlene Li of the Altimeter group.  The study looked at the top 50 brands and measured their level of engagement on the social web. [...]

  43. [...] of the 100 most valuable brands’ engagement across 11 different online social media channels http://www.altimetergroup.com/2009/07/engagementdb.html [...]

  44. [...] a white paper recently released by Charlene Li (Altimeter Group) and Ben Elowitz (Wetpaint) the authors linked [...]

  45. [...] and Wetpaint released a study this July which discussed how engagement on social media platforms benefits brands. Number one on that list is Starbucks, who not only does a great job of engagement on social [...]

  46. [...] computers found that the generated $3 million in sales through Twitter. Another study found that engagement over the social web correlated to higher sales. In fact, the groups with the highest levels of engagement found an average increase of  18% over [...]

  47. [...] Li, Partner at the Altimeter Group and Ben Elowitz, CEO of Wetpaint have put together a report and companion engagement website that [...]

  48. [...] community and social media tools. Taking this a step further, the Altimeter Group’s landmark study of the world’s top 100 brands (among them: Starbucks, Coca-Cola, McDonald’s, Mercedes-Benz) [...]

  49. [...] link to the study, as well as recommendations by the authors, can be found at the link [...]

  50. [...] media marketing is producing results in companies that are engaged.  According to a study by Altimiter ENGAGEMENTdb, socially engaged companies are, in fact, more financially successful.  You should realize, [...]

  51. [...] I guess this makes sense, right? With reports and data like this, this, this and this; it’s no wonder why so many companies/agencies are ramping up to hire good people; and [...]

  52. [...] I guess this makes sense, right? With reports and data like this, this, this and this; it’s no wonder why so many companies/agencies are ramping up to hire good people; and [...]

  53. [...] I came across a study released earlier this year by the Altimeter Group titled “ENGAGEMENTdb: Deep Brand Engagement Correlates with Financial [...]

  54. [...] un estudió realizado por la analista de nuevas tecnologías, Charlene Li, del grupo Altimeter y Wetpaint, la marca con más presencia en Internet es Starbucks, seguida de Dell, Ebay, Google y [...]

  55. [...] The majority of marketers, however, constantly strive to define measurement tools and attributes as a means to proving ROI in this continuously shifting media environment. Some report a convincing correlation between brands’ deep social media engagement and their financial performance. Charlene Li presents the media and technology industries as being the strongest performers in this respect in her study Deep Brand Engagement Correlates with Financial Performance. [...]

  56. [...] report (details and copy here) is encouraging news for those embarking on applying social software to various parts of their [...]

  57. [...] just the fact that they are listening to their customers. They were also cited in recent study by Charlene Li and Wetpaint titled “Deep brand engagement correlates with financial performance”. The report [...]

  58. [...] een recente peiling van consultancy Altimeter Group is Starbucks zelfs Coca-Cola voorbijgestoken als populairste merk op Facebook. Charlene Li, CEO van [...]

  59. [...] een recente peiling van consultancy Altimeter Group is Starbucks zelfs Coca-Cola voorbijgestoken als populairste merk op Facebook. Charlene Li, ceo van [...]

  60. [...] Companies who use social media are making more money.Deep brand engagement correlates with financial performance. Results shared by the Altimeter Group. [...]

  61. [...] que usam mídia social estão lucrando mais: o resultado foi compartilhado pela Altimeter Group.Segundo a pesquisa descrita, as 10 marcas que foram melhor avaliadas nos quesitos quantidade e [...]

  62. [...] on these opportunities to engage can see high returns on those efforts. A study conducted by the Altimeter Group and Wetpaint found a direct correlation between financial performance and social media engagement. [...]

  63. [...] Charlene Li at the Altimeter Group recently ranked brands into a leaderboard of what she calls the Social Media Mavens, the brands that most actively engage with their followers, and cross-checked her data with [...]

  64. [...] Your identity shouldn’t be fabricated from a bunch of catch phrases you cannot deliver on.  If your staff doesn’t understand or believe in it, neither will your customers.  Your people need to not only be armed appropriately to put your brand into practice they also have to feel like an important part of the brand itself and identify with it personally in a way that impacts their delivery of it professionally.  If they themselves are inspired, that emotion will pass on to the customers, strengthening brand engagement. [...]

  65. [...] media comes from…actually being real and talking to people. You may want to check out the social media engagement report from the Altimeter group to get an idea of how enterprises are using social media to engage with [...]

  66. [...] New Study Indicates Social Media Pays, Correlation between Brands SM Efforts & Financial perform…, 20 July 2009 Rating 3.00 out of 5 [...]

  67. [...] some of the reasons why businesses have yet to fully embrace social media. This followed a recent report that showed a positive correlation between social media engagement and corporate financial [...]

  68. [...] 2009 study from Wetpaint and the Altimeter Group shows that deep engagement with consumers through social media channels correlates to better [...]

  69. [...] then decided to cross-reference these results with those of a 2009 Altimeter Group study that evaluated the overall ‘social’ score of the world’s top 100 brands, and this confirmed [...]

  70. toyota financial services…

    Very Informative New study: Deep brand engagement correlates with financial … ? Although most of the information provided is true as per my knowledge but I don’t agree fully. I think it should be more practical. I visited your website while searchin…

  71. [...] Need to Become Believable An Altimeter study reported deep brand engagement correlates with financial performance. Some of the top brands, based [...]

  72. [...] Charlene Li, co-author of Groundswell and Founder of Altimeter Group,  just recently posted “New study: Deep brand engagement correlates with financial performance” . Just recently Charlene helped provide insight to me on ways to monitor Twitter hashtags.  [...]

  73. [...] to financial performance (sadly the study links don’t appear to be available anymore, but here’s an article summarizing the findings), so yes. But companies able to track down this elusive metric has been the cause of a great deal [...]

  74. [...] Insight and Business Impact. There is emerging evidence that this is indeed the case – see http://www.altimetergroup.com/2009/07/engagementdb.html – which shows a strong positive correlation between social media engagement and overall [...]

  75. [...] seeing some big returns. According to a recent study posted by Wetpaint and digital consulting firm Altimeter Group, companies like Starbucks, Dell, eBay and Google who use high levels of social media activity on [...]

  76. [...] on these opportunities to engage can see high returns on those efforts. A study conducted by the Altimeter Group and Wetpaint found a direct correlation between financial performance and social media engagement. [...]

  77. [...] interesting study on social engagement a few years back revealed these valuable tips that still hold water for how to boost engagement. At [...]

  78. [...] interesting study on social engagement a few years back revealed these valuable tips that still hold water for how to boost engagement. At [...]

  79. [...] interesting study on social engagement a few years back revealed these valuable tips that still hold water for how to boost engagement. At [...]

  80. Ten top issues in adopting enterprise social computing…

    Summary: Last week ZDNet’s Larry Dignan wrote an insightful post that analyzed the recent report…

  81. [...] 2009 publiceerde The Altimeter Groupo The Engagement Study. Succesvolle klantinteractie via social media, resulteert volgens het onderzoek in betere [...]

  82. [...] New York Times: Starbucks Corporation New Your Times: Starbucks Announces It Will Close 600 Stores Altimeter: EngagementdB The Next Web: The Starbucks Formula for Social Media Success Venturebeat: Starbucks Digital [...]

  83. [...] (1) Mashable: Social Media Sales (2) Forrester: Less than 1% of purchases come from social channels (3) Practical Ecommerce: A social media marketing paradox (4) PWC: pwc-us-multichannel shopping survey (5) CNet: social still can’t beat search in online shopping (6) Shopify: how pinterest drives e-commerce sales study (7) McKinsey Quarterly – demystifying social media (8) Business Insider: This Deck Shows Whether The Billions Pouring Into LinkedIn, Facebook, Twitter Are Worth It (9) Neilson: social media report spending time money and going mobile [10] EConsultancy – How do B2B companies use social media? [11] Return on now: intriguing social media statistics [12] Mashable: e-commerce statistics [13] Hubspot: 33 stats that paint a picture of the future [14] Hubspot: 21 internet marketing statistics that will blow your mind [15] Altimeter Group: Deep brand engagement correlates with financial performance [...]

  84. [...] ฉบับนี้จริงๆ ผมคิดจะเขียนเรื่องของ Social Media และการ Engage ให้คนติดอยู่กับแบรนด์ของเรามากขึ้น แต่พอเจอรายงานฉบับหนึ่งทางอินเทอร์เน็ตที่ชื่อว่า The World’s Most Valuable Brands, Who is the Most Engaged? หรือแปลเป็นไทยว่าชื่อว่า แบรนด์ดังระดับโลก แบรนด์ไหนน่าติดตามที่สุด (Engage คนได้มากที่สุด) ของ Charlene Li อดีตนักวิเคราะห์ชื่อดังจาก Forrester เจ้าของหนังสือ “Groundswell” ที่ว่าด้วยบทวิเคราะห์โลกอินเทอร์เน็ตที่โด่งดังเมื่อปี 2008 ก็อดเอามาแปลให้คุณผู้อ่านก่อนไม่ได้ สำหรับรายงานฉบับนี้ผมอยากให้คุณผู้อ่านดาวน์โหลดไปอ่านกันจากลิงก์น http://www.altimetergroup.com/2009/07/engagementdb.html [...]

  85. [...] It’s one of the most recent, relevant and useful reports that I’ve seen since the Altimeter/Wetpaint report from 2009 that sought to codify the behaviors that drove social media [...]

  86. [...] em social media para a imagem de uma marca são inegáveis, e isso se reflete em receita. Uma pesquisa, realizada pelo Altimeter Group e Wetpaint para a revista Business Week, avaliou as 100 empresas [...]

  87. [...] 100 report. It’s one of the most recent, relevant and useful reports that I’ve seen since the Altimeter/Wetpaint report from 2009 that sought to codify the behaviors that drove social media [...]

  88. […] um pode usar, há limites para a estratégia de baixo custo. Na reportagem da Gazeta é citada a pesquisa realizada pelo Altimeter Group e Wetpaint, que fez uma relação entre o investimento em mídias […]