Technology Accounts for 58% of Social Conversation as Google Edges Closer to Apple’s Top Spot
The UK’s love for cars, particularly luxury brands and their favourite models, shone through in this year’s 2017 Brand Love List report launched today by enterprise social analytics leader, NetBase. BMW, Audi and Porsche all featured in the report’s top 10, which is part of a wider European report, that looks at the brands consumers express the most love for in social media posts. Jaguar Land Rover, BMW 3 Series, Porsche 911 were just some of the models that consumers showed a lot of love for. More insights from the report will be revealed at NetBase LIVE 2017 Europe on 18 May 2017 in London.
This is the second year that the report has been run. In the UK, Apple held onto top spot but showed that Google, in second place, was narrowing the gap which last year was 400,000 and is now down to 130,000 with a lot of positive sentiment for Google Classroom. The remainder of the top five was unchanged with Lego in third with an abundance of shared excitement for themed Lego such as Lego Batman, Tesco in fourth with popular campaign hashtags including #triedforless and #bagsofhelp and BMW was ranked fifth.
The European Top Five brands differed only slightly from the UK with BMW taking fourth spot and consumer goods brand Adidas coming in at fifth place. The automotive sector once again proved popular with customers expressing much love particularly in relation to the Porsche 911. While consumer goods brands including Gucci, Adidas, Lego and Christian Dior S.A. accounted for nearly 45% of the top loved brands, they only represented 21% of the mentions. Conversely technology which was dominated by Apple and Google but also included SAP, Siemens and Dyson represented 10% of the conversation they also represented over 55% of mentions. In summary while there’s much love for consumer goods brands they still don’t even come close to the volume of technology conversation across Europe.
“What’s interesting about automotive is that brands represent 25% of the list but account for only 13% of the conversation suggesting that there is an opportunity for them to spread the love and engage more influencers in conversation. The dominance of technology in social conversation is no surprise but the fact that Apple and Google are so far out in front indicates that they have now become an everyday part of the English language,” said Paige Leidig, Chief Marketing Officer, NetBase.
When it comes to brand love there is a big difference between ‘like’ and ‘love’ and NetBase’s advanced technology can measure the strongest emotions shared about brands, so love and every single version of it. Understanding how strongly customers really feel about a brand and whether it has created a consumer passion that is the envy of its competitors will help brands to understand whether they have cultivated strong customer relationships to set a foundation for future brand growth. With most consumer purchases won on emotion having access to this kind of insight is invaluable as the more passion for the brand, the less the consumer relies on price as the deciding factor.
NetBase UK Brand Love List 2017
|Christian Dior S.A.||Consumer Goods||13|
|Marks and Spencer||Retail||15|