Advertising and PR Trends in 2010

Tài liệu khảo sát của công ty FTA về xu hướng quảng cáo và PR năm 2010.

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Best Global Brands Online

A Look Inside Top Brands by Social Media Presence for 2009

Interbrand recently published their annual "Best Global Brands List" for 2009. It includes a list of 100 brands that were ranked based on criteria such as financial data, international scope, and their Economic Value Added.

At Sysomos, we decided to evaluate these brands with respect to their online presence for the same period of time - from the start of 2009 to today. We used our Media Analysis Platform (MAP) serviceto assess online mentions of each brand this year and the sentiment expressed for these brands. We then segmented these metrics by country.

Our results take into account the top 20 global Interbrand brands from the 2009 list. The goal was to identify how a ranking based on the buzz within social media relates or varies with respect to the rankings that Interbrand produced. We noticed the Interbrandrankings takes into account parameters unrelated to mentions in social media and online sentiment.

Reading more and download PDF file: Best Global Brands Online

Inside Facebook Pages

The highlights include:

• Michael Jackson is the most popular page on Facebook, with 10 million fans; he is followed by actor Vin Diesel (7 million) and U.S. president Barack Obama (6.9 million).
• On average, a Facebook Page has 4,596 fans.
• Four percent of pages have more than 10,000 fans, 0.76% of pages have more than 100,000 fans, and 0.05% of pages (or 297 in total) have more than a million fans.
• Pages with more than one million fans have nearly three times as much owner-generated content as the average Facebook page. (Where “owner-generated content” means things like photos, videos, and links posted by the page’s administrators.)
• Pages with more than one million fans have nearly 60 times as much fan-generated content (photos, videos) as the average Facebook page.
• On an average Facebook Page, the administrators create one wall post every 15.7 days. Among pages with more than one million fans, one wall post is created for every 16.1 days. This suggests that wall post frequency does not correlate with a page’s popularity.
• Overall, the most popular “category” for Facebook pages is “non-profits”, while “celebrities”, “music”, and “products” are the most popular categories among pages with more than one million fans.

Reading more and download PDF file: Inside Facebook Pages

Inside Twitter - An In-Depth Look Inside the Twitter World

Over the past few months, Twitter has experienced explosive growth, attracting celebrity users such as Oprah, and a growing mountain of media and blog coverage. Sysomos Inc., one of the world's leading social media analytics companies, conducted an extensive study to document Twitter's growth and how people are using it. After analyzing information disclosed on 11.5 million Twitters accounts, we discovered that:

• 72.5% of all users joining during the first five months of 2009
• 85.3% of all Twitter users post less than one update/day
• 21% of users have never posted a Tweet
• 93.6% of users have less than 100 followers, while 92.4% follow less than 100 people
• 5% of Twitter users account for 75% of all activity (see the report on analysis of top-5% users)
• New York has the most Twitters users, followed by Los Angeles, Toronto, San Francisco and Boston; while Detroit was the fast-growing city over the first five months of 2009
• More than 50% of all updates are published using tools, mobile and Web-based, other than Twitter.com. TweetDeck is the most popular non-Twitter.com tool with 19.7% market share.
• There are more women on Twitter (53%) than men (47%)
• Of the people who identify themselves as marketers, 15% follow more than 2,000 people. This compares with 0.29% of overall Twitter users who follow more than 2,000 people.

"We wanted to take an extensive snapshot of Twitter that goes far beyond anything done to document Twitter's use, growth and demographics," said Nick Koudas, Sysomos' co-founder and chief executive. "While Twitter's growth has been well documented, we wanted to put the spotlight on how people use Twitter, as well as identify many of the key trends in their backgrounds, demographics and activity. Our study, based on the most comprehensive dataset of Twitter users, provides a wealth of information for anyone interested in getting in-depth details about Twitter."
To discuss this report on Twitter, use the hashtag #sysomossurvey or copy us @sysomos. Visit the appendix for complete list of graphs. For more Twitter analysis studies by Sysomos, see the right-side navigation bar with a list of related articles.

Reading more and download PDF file: Inside Twitter