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New study: Deep brand engagement correlates with financial performance
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:
- Starbucks (127)
- Dell (123)
- eBay (115)
- Google (105)
- Microsoft (103)
- Thomson Reuters (101)
- Nike (100)
- Amazon (88)
- SAP (86)
- Tie - Yahoo!/Intel (85)
The report is available at http://bit.ly/KRGNt and the main site is at engagementdb.com (includes ways for you to do a quick ranking of your engagement). 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:
- Starbucks (127)
- Dell (123)
- eBay (115)
- Google (105)
- Microsoft (103)
- Thomson Reuters (101)
- Nike (100)
- Amazon (88)
- SAP (86)
- 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.
The Wetpaint/Altimeter ENGAGEMENTdb Report can be found at www.ENGAGEMENTdb.com
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.
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Michael Brito Monday, July 20th 2009 at 12:14 pm
Charlene -- this is an awesome report and has solidified the need for companies to take consumer engagement more seriously.
Michael
Russ Monday, July 20th 2009 at 12:16 pm
Hi! Great study! But the last page - methodology - is missing. Just wondered when you did this, and how you came to your conclusions. Thanks!
Russ Monday, July 20th 2009 at 12:33 pm
My bad, found it.
Daniel Goodall Monday, July 20th 2009 at 1:52 pm
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!
Social Media ROI: How about an increase in revenue? | Social Media Club Monday, July 20th 2009 at 2:29 pm
[...] 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. [...]
Intel ranks #10 in Social Media Brand Engagement | V/Speak Monday, July 20th 2009 at 3:23 pm
[...] Li of the Altimeter Group and author of Groundswell, released a new report (great visual here) today that looks at the 100 [...]
All Things WOM » Blog Archive » Be Everywhere Customers Expect You to Be Monday, July 20th 2009 at 4:05 pm
[...] Li (Altimeter Group) and Ben Elowitz (Wetpaint) just released an interesting paper linking financial success with social media engagement. Their findings reveal, “… the most [...]
Ben Kunz Monday, July 20th 2009 at 4:29 pm
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.
charleneli Monday, July 20th 2009 at 6:49 pm
@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.
Study Shows that Higher Social Media Engagement Correlates with Financial Performance Monday, July 20th 2009 at 9:05 pm
[...] New study: Deep brand engagement correlates with financial performance by Charlene Li, co-author of [...]
SAP Social Media Engagement = Revenue & Profits? | SAP Web 2.0 Tuesday, July 21st 2009 at 12:28 am
[...] also a blog posting that summarizes the results and gives some tips for greater engagement, and shows the top ten [...]
Mark Schaefer Tuesday, July 21st 2009 at 12:41 am
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!
Twitter and The Ad Exchange; Mediasmith on Whatever; Li List on Top 100 Brands; Intent Media Raises 9 MILLION Dollars Tuesday, July 21st 2009 at 8:15 am
[...] 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 - [...]
New Report on Social Media Engagement « NCE Social Media Tuesday, July 21st 2009 at 9:31 am
[...] 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 [...]
Social Media Return on Investment: Engagement is a good thing after all Tuesday, July 21st 2009 at 9:53 am
[...] 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.) [...]
links for 2009-07-21 Tuesday, July 21st 2009 at 10:01 am
[...] New study: Deep brand engagement correlates with financial performance « Altimeter Group : Digital ... (tags: socialmedia branding business) [...]
Barbara Bates Tuesday, July 21st 2009 at 12:49 pm
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.
Gila Gideon Tuesday, July 21st 2009 at 12:53 pm
interesting & most important study- I `ve translated the basics into Hebrew
http://gilagideon.co.il/?p=604
Regards
Gila Gideon
Faraz Thursday, November 26th 2009 at 1:28 am
very nice
YouTube Challenges Monetization Myths « Internet Marketing KB Tuesday, July 21st 2009 at 2:19 pm
[...] Social Marketing Study Links Deep Engagement to Financial Performance [...]
Getting started with Social Media | The Design Foundry Tuesday, July 21st 2009 at 3:50 pm
[...] 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 [...]
Social media adds a new dimension to brand recognition - SmartPlanet Tuesday, July 21st 2009 at 4:12 pm
[...] 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.... [...]
John Cass Tuesday, July 21st 2009 at 4:52 pm
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?
YouTube Challenges Monetization Myths | Media News: Internet Marketing & Online Advertisng Tuesday, July 21st 2009 at 6:01 pm
[...] Social Marketing Study Links Deep Engagement to Financial Performance [...]
Web and Tech Links: 22 July 2009 Wednesday, July 22nd 2009 at 8:11 am
[...] Altimeter Blog: New study. Deep brand engagement correlates with financial [...]
Social media really means business says study » pr-media-blog.co.uk Wednesday, July 22nd 2009 at 11:45 am
[...] 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 [...]
Social Media Activity Correlated To Revenue Growth | Tech Business Wednesday, July 22nd 2009 at 3:09 pm
[...] 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 [...]
Social media pays off for business « PR Perspective Wednesday, July 22nd 2009 at 10:17 pm
[...] 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. [...]
Let me entertain you / we are social Thursday, July 23rd 2009 at 11:28 am
[...] Li has just released her ENGAGEMENTdb report which analyses the engagement of company in social media and correlates it to financial [...]
Some Metrics to Consider | Thursday, July 23rd 2009 at 12:22 pm
[...] 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 [...]
10 Social Media events happening around the country - Eventbrite Blog Thursday, July 23rd 2009 at 1:31 pm
[...] 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 [...]
Companies increasing profits with social media « Hollis Bartlett Design Friday, July 24th 2009 at 9:47 am
[...] 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 [...]
Joe Lambe Friday, July 24th 2009 at 2:30 pm
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
Paul Seaman Saturday, July 25th 2009 at 4:05 pm
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/
YouTube Challenges Monetization Myths | Monday, July 27th 2009 at 3:39 am
[...] Social Marketing Study Links Deep Engagement to Financial Performance [...]
Only connect | SMLXL - Engagement Marketing and Communication principles from Alan Moore Monday, July 27th 2009 at 5:59 am
[...] 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 [...]
Kathryn Monday, July 27th 2009 at 1:07 pm
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.
Dion Hinchcliffe: Ten top issues in adopting enterprise social computing « Fredzimny’s CCCCC Blog Monday, July 27th 2009 at 2:02 pm
[...] report (details and copy here) is encouraging news for those embarking on applying social software to various parts of their [...]
Mike Arauz Tuesday, July 28th 2009 at 9:26 am
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.
Carolina Wednesday, December 9th 2009 at 2:19 pm
I am also interested in knowing how yu measured engagement. Could you please share at a general level.
Top 10 Web 2.0 adoption issues for AEC organisations « pwcom 2.0 Tuesday, July 28th 2009 at 2:24 pm
[...] 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 [...]
[CTO札记]Starbucks 用sns营销，品牌升第一 - 阿里巴巴（软件）开发者博客 Thursday, July 30th 2009 at 8:30 am
[...] [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 [...]
socialseo.com/socialnews Friday, July 31st 2009 at 9:54 am
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 ...
Robert Keahey Blog | ENGAGEMENT db social media study – interesting revelations & confirmations Monday, August 3rd 2009 at 4:17 pm
[...] 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 [...]
Why Companies Struggle with Social Media Engagement « Marketing Mystic Tuesday, August 4th 2009 at 7:34 am
[...] 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 [...]
Active Listening on the Social Web; It’s Overrated | PR2.0 Friday, August 7th 2009 at 10:33 am
[...] 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 [...]
What, Really? Wow! « Sunday, August 9th 2009 at 5:13 pm
[...] On the same tip, Altimeter, Charlene Li’s blog, has recently reported the release of a study that Li co-wrote [...]
מעורבות מותגים במדיה חברתית ב Direct Brand Networking Tuesday, August 11th 2009 at 1:57 am
[...] טל פרגמנט תגיות:מדיה חברתית, מותגים. במחקר חדש וראשון מסוגו שנערך ע"י Wetpaint ו-Altimeter ובחן פעילותם של 100 [...]
Strategic heading by G. Oliver Young Tuesday, August 11th 2009 at 9:12 pm
[...] 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 [...]
Steve Says What? » Active listening, myth or must? Tuesday, August 11th 2009 at 10:27 pm
[...] 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 [...]
Sarah Edwards Wednesday, August 12th 2009 at 3:45 am
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.
Zuhören und Handeln « ||| SOCIAL COMMERCE BLOG ||| E-Commerce goes Social Commerce Wednesday, August 12th 2009 at 6:47 am
[...] und Professionalität eine Gefahr für Marken und Unternehmen dar. In Amerika positionieren sich einige Marken schon wesentlich [...]
Active Listening on the Social Web; It’s Overrated - innovation604 News Portal Monday, August 17th 2009 at 4:14 am
[...] 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 [...]
Andrew Ballenthin Tuesday, August 25th 2009 at 5:39 am
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.
Maria Cullen Wednesday, August 26th 2009 at 2:17 am
Thanks for the mentions I’m glad this research is helpful for business perspective.
RyanOD Thursday, August 27th 2009 at 12:02 pm
Featured this article on our show..Great Stuff!
social media measurement grows up | Online PR and social media consultancy - Liberate Media Friday, August 28th 2009 at 7:15 am
[...] how I managed to miss the ENGAGEMENTDB announcement from Charlene Li at Altimeter the first time around, but Antony Mayfield’s post [...]
Can social media make your company more successful? « 23Musings Thursday, September 3rd 2009 at 10:18 am
[...] 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 [...]
This week’s recommended reads « Kathryn Corrick Friday, September 4th 2009 at 10:14 am
[...] 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 [...]
10 แบรนด์ดัง ที่ดังได้ด้วย Social Media « Jakrapong.com Friday, September 4th 2009 at 10:01 pm
[...] 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 [...]
Does Social Engagement Increase Company’s Financial Performance? « #SocialMedia Blog Tuesday, September 8th 2009 at 8:54 am
[...] Charlene Li from the Altimeter Group, did a research report called ENGAGEMENTdb that looked at the financial [...]
Creating Memorable Brand Experiences using the Social Web Wednesday, September 16th 2009 at 12:18 am
[...] 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. [...]
Seek Out Your Customers, Be Where They Are: Engage and Be Social « Tweeties’ Blog Thursday, September 17th 2009 at 12:36 pm
[...] of the 100 most valuable brands’ engagement across 11 different online social media channels http://www.altimetergroup.com/2009/07/engagementdb.html [...]
Build Visibility for your Start-up through Word of Mouth Marketing | Bootstrapping Guerrilla Marketing Blog Monday, September 28th 2009 at 9:06 pm
[...] a white paper recently released by Charlene Li (Altimeter Group) and Ben Elowitz (Wetpaint) the authors linked [...]
I’d Buy a Lot of Things, Ideally. But I Won’t Buy Tweets. :: Logical Juice Thursday, October 1st 2009 at 11:25 am
[...] 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 [...]
A Brief Intro to Web Analytics and Web Optimization for Libraries Pt 3: Social Media « NeoLib Saturday, October 3rd 2009 at 9:48 am
[...] 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 [...]
PR Communications: Social Media Leaders Identified Through Engagement » iThinkEducation.net! Saturday, October 3rd 2009 at 2:17 pm
[...] Li, Partner at the Altimeter Group and Ben Elowitz, CEO of Wetpaint have put together a report and companion engagement website that [...]
PowerReviews InSite » Blog Archive » “Money Talks” with Social Media: Measuring Customer Engagement Success Tuesday, October 6th 2009 at 4:02 pm
[...] 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) [...]
Cheryl Thursday, October 8th 2009 at 8:44 pm
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.
Social Media = Financial Performance — Morgan Polotan's Blog Thursday, October 22nd 2009 at 12:13 pm
[...] link to the study, as well as recommendations by the authors, can be found at the link [...]
Businesses and Nonprofits Map Their Social Media Marketing Strategy « eMarketing SIG Blog Thursday, November 5th 2009 at 2:48 pm
[...] 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, [...]
Unemployment has little to no effect on Social Media & Digital Saturday, November 14th 2009 at 9:22 am
[...] 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 [...]
Unemployment has little to no effect on Social Media & Digital « Web Strategy Directory Monday, November 16th 2009 at 12:37 am
[...] 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 [...]
Faraz Thursday, November 26th 2009 at 1:29 am
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.
Companies Engaging in Social Media Have Higher Financial Performance « Nettalkers Sunday, November 29th 2009 at 2:36 am
[...] I came across a study released earlier this year by the Altimeter Group titled “ENGAGEMENTdb: Deep Brand Engagement Correlates with Financial [...]
Starbucks: la marca con más presencia en Internet « Publicidad, marketing y medios en el Perú | EX Econews Monday, November 30th 2009 at 6:58 pm
[...] 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 [...]
Mason Zimbler | ROI in social media campaigns Thursday, December 17th 2009 at 3:12 am
[...] 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. [...]
janardan tiwari Saturday, December 19th 2009 at 8:11 pm
hi good resarch this is an awesome report and has solidified the need for companies to take consumer engagement more seriously
On the Blog – On the Ball » Blog Archive » Ten top issues in adopting enterprise social computing Tuesday, December 22nd 2009 at 9:33 am
[...] report (details and copy here) is encouraging news for those embarking on applying social software to various parts of their [...]
Cor Saturday, January 9th 2010 at 12:14 pm
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!
GameBoys Sunday, February 14th 2010 at 9:49 pm
It very good for my Media work.
newskycars Tuesday, February 23rd 2010 at 10:06 am
very nice post
Jon Hos Wednesday, March 10th 2010 at 7:13 pm
Nice work.
Muska Tuesday, March 16th 2010 at 6:24 am
Charlene -- this is an awesome report and has solidified the need for companies to take consumer engagement more seriously.
Brands Taking Action On The Social Web | Edelman Digital Tuesday, March 23rd 2010 at 8:23 am
[...] 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 [...]
Starbucks bouwt aan succes via social media | Socialmedianetwork.nl Thursday, April 1st 2010 at 2:46 am
[...] een recente peiling van consultancy Altimeter Group is Starbucks zelfs Coca-Cola voorbijgestoken als populairste merk op Facebook. Charlene Li, CEO van [...]
Starbucks bouwt aan succes via social media - Thursday, April 1st 2010 at 3:34 am
[...] een recente peiling van consultancy Altimeter Group is Starbucks zelfs Coca-Cola voorbijgestoken als populairste merk op Facebook. Charlene Li, ceo van [...]
iDeaDigital Monday, April 26th 2010 at 8:50 am
Thank's so much!
Online Video For Business: Strut Your Stuff | Bare Feet Blog Friday, April 30th 2010 at 6:08 pm
[...] Companies who use social media are making more money.Deep brand engagement correlates with financial performance. Results shared by the Altimeter Group. [...]
A importância de vídeos online « Buzzzina Wednesday, May 12th 2010 at 6:15 am
[...] 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 [...]
Havenja07 Thursday, June 3rd 2010 at 9:44 pm
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.
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The Finance Firm
10 Recursos de Social Media para tu negocio | Negocios en Internet - Marketing Online Thursday, June 17th 2010 at 6:28 am
[...] Best engagement practices of top 10 companies [...]
Criação de Sites BH Thursday, June 17th 2010 at 7:39 pm
Nice work.
Geek is a Global Language – But Twitter is Not (yet) | We Blog The World Monday, June 21st 2010 at 8:50 pm
[...] [...]
Shotgun vs. Laser: What’s your approach to engagement? « PR Hub Tuesday, July 13th 2010 at 11:46 am
[...] 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. [...]
When Brands Act More Like Humans in Social Media, Results Improve Saturday, August 14th 2010 at 8:16 am
[...] 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 [...]