Filed under: 1 | Tags: brand rankings, branding, Cisco, IBM, intel, Interbrand, Marlboro, McDonalds, Nokia, Samsung, social media, Sysomos, Toyota
Agencies are always making up rankings to try and get noticed. So when I saw the Sysomos ‘Top Brands by Social Media Presence’ I thought hey, anyone could’ve counted up the number of social media mentions brands get, what’s so special?
But wait…here’s something a bit more interesting.
- The top-scoring brands for positive reactions are in green, negative reactions in red. (See the Sysomos page for actual rankings.)
They’ve done an additional ranking using their ‘sentiment engine’ (an accurate name but odd image) which analyses whether the mentions are positive or negative from their context.
It’s interesting to note that all of the highest scoring positive mentions are related to electronics – due to review sites perhaps? More surprising then that Apple and Google, the top two from the mentions rankings and general favourites, don’t feature in the sentiment top 5.
It’s also unclear whether positive and negative mentions could cancel each other out or whether they were separate scales.
Do you think it’s accurate?
Discovered Nokia’s viNe service the other day and it’s tripping me out.
Even if we’ve gone on in our lives to flatter and shinier things, I think my generation will always have a bit of a soft spot for Nokia because their basic phones were pretty much THE thing to have as your first phone back in the day.
We’ve also seen huge developments in the internet and mobile technology. So when I saw this on Nokia’s website:
…I just had to click.
Here’s the official vid:
This is taking blogging and sharing your life to the next level (and almost asking to be stalked, really).
My question is…do people really want that?
Already there’s a facebook backlash where people are discovering that having your entire life accessible on the internet can cause big problems. Social norms are still trying to catch up to the new political dramas of what you can write on other people’s walls, not to mention a tale of group membership being used for a character reference in court.
Nike did have some success with GPS-assisted trackers when they collaborated with Apple, but at least there it was for a purpose – helping the niche market of hardcore runners to track their personal progress or participate in races.
However, viNe seems to be aimed at the masses (as much as the number of people who can afford the N series can be called the masses).
What purpose does it achieve for them? Sharing their life?
viNe is a little more like being electronically stalked.
I can only think of a few uses…
a) You’re on holiday.
b) You want to be stalked.
c) You’re really, really bored.
None of these occurs every day (maybe with the exception of b) which means very few people will get into the habit of using it – which is why nearly a year after it was announced it seems to have joined the rapidly growing pile of internet junk.
It disappoints me because I do have that soft spot for Nokia and it’s a cool concept, but I can’t see a lot of benefit – for consumers or the company.
Doing a study of Nokia at the moment, just some random thoughts on what I’d like to see from the brand from a strategic point of view::
- Honing on on those developing markets like Brazil and South Africa…creating the software to be able to engage properly with these markets as well as rolling out devices which are an all-in-one communication tool as well as being cost-appropriate.
- The mobile phone industry reached maturity in about 2000, how about expanding technologies! Doesn’t have to be as radical as paper mills to electronics, but how about more Skype-enabled phones? (Or do I have to buy a tablet?) How about a phone that I can program to be a tv remote? (iRiver did it with an mp3 player, although mine never worked…) A phone that can double as a car unlocker?
I don’t know, I think there’s far more capabilities that you could have to make a mobile phone a kind of electronic best friend… Just watch a couple of Bond movies, and instead of saying ‘wouldn’t that be cool’, say ‘I wonder if we can make that happen in real life applications?’ - Forward integrate and take some control over distribution in selected locations. There’s a whole Nokia lifestyle thing they can work with, which would be particularly effective in parts of Europe where mobiles are an all-encompassing way of life. Nokia concept stores, stronger Nokia-Siemens networks where they’re not at the mercy of telecoms operators for distribution. Otherwise you’re putting half of the brand experience in the hands of someone else!
the grass is greener on the internet 