Posts Tagged ‘Coca Cola’
Tuesday, February 5th, 2013
For the first time, Web-monitoring firm Keynote measured Super Bowl advertisers’ websites before, during and after the Super Bowl to see how they fared in speed and reliability once the traffic started hitting.
The good news: most retailers and automakers exhibited strong performance, delivering within industry best practices across the three screens. Maybe all those Black Fridays and Cyber Mondays have put them through their paces?
The winners in each category were: GoDaddy (desktop); Axe (tablet); and BestBuy (Smartphone).
The bad news: some of the major consumer packaged-goods names, notably Coca-Cola with its heavily promoted “Coke Chase” campaign, showed unacceptably slow response times on mobile devices and even desktops. From 5:00pm to 9:00pm PST, the Coca-Cola site crashed repeatedly for consumers trying to access it on mobile devices and laptops.
During that time period Keynote measurements showed that the Coca-Cola smartphone site was completely unavailable, and more than 70% of visitors to the desktop site were turned away. For those that did reach the site, it took almost 15 seconds to respond, making it the worst performer in that category.
Century 21 placed last in the smartphone category with a staggering 54 seconds response time. Doritos took the bottom spot in the tablet category with a response time of just over 17 seconds.
Prior testing needed
Overall there were some unimpressive mobile numbers – 11 advertisers came in with over 15 second response times (Century 21, Doritos, Hyundai and Kia, Mio from Kraft Foods, Pepsi, RIM/Blackberry, Samsung (an astounding 36 seconds from the smartphone maker), Sodastream, Walt Disney Pictures for Oz (40 seconds) and Wonderful Pistachios.
“Given the money spent and the high-profile brands promoted, we were surprised to see how poor some of these numbers are,” comments Nick Halsey, chief marketing officer at Keynote.
“Clearly the next challenge for these multi-channel campaigns is to better prepare for the three-screen delivery model; testing, monitoring and load testing end user experience prior to special events and to assure day-to-day performance are mission-critical. It’s not enough to simply hope the desktop site will run on a mobile device, particularly when some of the content is rich video and animation.”
Tuesday, May 22nd, 2012
The world’s biggest brands have continued to grow in value during the current economic uncertainty, often by leveraging technology, according to WPP company Millward Brown’s annual BrandZ Top 100 Most Valuable Global Brands study.
One surprising finding: Samsung is nipping at Apple’s heels in certain markets.
The No. 1 brand for the second year, Apple, rose 19% in value and is now worth $182.9 billion.
IBM grew 15% in value to $115.9 billion and overtook Google, which dropped to third place in the ranking and is now worth $107.8 billion.
In advance of its IPO, eight year old Facebook rose 74% in value, making it the fastest brand value riser in the ranking. Worth $33.2 billion the social network moved up to No.19 from No.35.
The study, commissioned by WPP and conducted by Millward Brown Optimor and now in its seventh year, identifies and ranks the world’s most valuable brands by their dollar value, an analysis based on financial data, market intelligence and consumer measures of brand equity.
The 2012 BrandZ Top 100 Most Valuable Global Brands ranking demonstrates the power of strong brands as both a driver of new business growth and a critical support in hard times.
Between 2006 and 2012, the total value of the BrandZ Top 100 rose 66% and is now worth $2.4 trillion.
“Brands are an insurance policy for businesses,” said Eileen Campbell, Global CEO of brand research company Millward Brown.
“Despite a prolonged period of economic stress, political uncertainty and natural disasters that buffeted brands across many categories, the value of the world’s leading brands keeps rising across many categories, sustaining and nurturing businesses.”
The Top 10 Most Valuable Global Brands 2012
Rank Rank Rank Value
2011 change 2012 Category Brand 2012 ($M)
1 0 1 Tech Apple 182,951
3 1 2 Tech IBM 115,985
2 -1 3 Tech Google 107,857
4 0 4 Fast Food McDonald's 95,188
5 0 5 Tech Microsoft 76,651
6 0 6 Soft drinks Coca-Cola 74,286
8 1 7 Tobacco Marlboro 73,612
7 -1 8 Communication Provider AT&T 68,870
13 4 9 Communication Provider Verizon 49,151
9 -1 10 Communication Provider China Mobile 47,041
David Roth for WPP said “This year, those businesses that leveraged technology, focused on the customer experience or boosted control of their brands thrived”.
Apple continues to innovate and maintain its ‘luxury’ brand status, but faces future competition from Samsung.
Now worth more than $14.1 billion, thanks in part to the success of its Galaxy handsets, Samsung is successfully outpacing Apple in a significant number of markets by positioning as a cool, well-priced alternative to the ubiquitous iPhone.”
Key findings highlighted in this year’s research report include:
- Technology Prevails: Technology has become ubiquitous in all areas of our lives. Seven of the top 10 brands are technology or telecoms brands. However, the power of smart, simple-to-use technology can also be seen beyond these two sectors. In other categories – cars, financial services, luxury and retail for example – we can also see that brands are gaining significant advantages by using smart technology to enhance their customer experience. For example, Burberry – up 21% to $4 billion - created a virtual world where younger brand followers can view fashion shows and more.
- The Rise of Africa: This year’s ranking highlights the progress of Africa’s economic development with the arrival of the first African brand in the Top 100 – South African mobile company MTN – No 88 at $9.2 billion. But it’s not just African brands that are thriving south of the Sahara. Around 40% of Guinness’s sales come from Africa, Airtel’s third quarter results showed a 16% increase in revenue in Africa. Similarly, Orange enjoyed rapid growth in Africa in 2011, while Walmart invested there with the acquisition of Massmart.
- The Future is Mobile: The future of the internet will be predominantly mobile rather than computer based. Mobile, to some extent, has been shielded from the recession as one of the few items consumers don’t want to give up or cut back on. The most valuable telecoms brand is AT&T worth $68.8 billion. Whilst the USA’s largest mobile service provider, Verizon, increased its brand value by 15% in the last year and is now worth $49.1 billion.
- Retail: Constructing an Omni-Channel Business: The customer experience is a new focus for many retailers as they recognise its importance in keeping customers loyal and the need to be present anywhere and everywhere on the path to purchase. Walmart knocked Amazon from the top position and its brand is now worth $34.4 billion whilst Amazon is now worth$34 billion.
- Brands with Women on the Board Outperform: As the number of women on corporate boards continues to rise,the BrandZ Top100 study this year reveals the success that women bring to brands. 77% of the brands appearing in the BrandZ Top 100 Most Valuable Global Brands have women in the boardroom. The average value of brands with women on the boards is $27 billion, double that of those companies without female directors. Not only that, these brands also show an average five-year growth of 66% compared to an average growth of only 6% for those BrandZ Top100 brands that don’t have a woman on the board.
- Strong Brands Provide Better Shareholder Value: An analysis of BrandZ Top 100 Most Valuable Global Brands as a ‘stock portfolio’ over the last seven years shows a highly favourable performance compared to a current stock market index, the S&P500. While the total return on investment (ROI) for all companies in the S&P500 index was just 2.3%, the BrandZ Portfolio provided a 36.3% ROI, proving that companies with strong brands are able to deliver better value to their shareholders.
- A graphic is available here.
Monday, April 2nd, 2012
Kevin Colleran, a foundational Facebook employee who developed the initial advertising programs for the social network, is joining Palo Alto, CA-based General Catalyst Partners as a venture partner.
As Facebook’s second-most tenured employee at the time of his departure behind founder and CEO Mark Zuckerberg, Colleran offers tremendous experience for early stage and high growth companies.
In his new role at General Catalyst, Colleran will focus on mentoring young entrepreneurs in early stage investments.“Kevin’s experience monetizing social networks and deep understanding of the consumer experience make him a tremendous addition to our team”
Facebook’s seventh employee
Colleran began his career at Facebook in 2005 as its seventh employee and played a critical role establishing social media as an essential component of every brand’s marketing strategy.
During his tenure at Facebook, Colleran led some of the company’s largest advertising partnerships with companies including Procter & Gamble, Johnson & Johnson, and Coca Cola. His main focus was to help premier brands learn how to evolve their marketing strategies and adapt to the rising popularity of social media. In that role, he helped establish the very first Facebook brand pages for these global icons.
“There’s always been a high volume of talent and innovation coming out of Boston, and there’s been a significant uptick recently. The most recent IPOs of General Catalyst companies like Demandware and Brightcove are proof of that, and I’m especially excited to identify the next great ideas and help develop and nurture them into phenomenal companies,” said Colleran, who will be based in General Catalyst’s Cambridge, MA. office.
Will work with consumer sector firms
In his role as venture partner, Colleran will identify and work with early stage companies in the consumer sector, in addition to serving as a board member and board observer for high growth companies.
Having spent six years at Facebook traveling the world and meeting with brand managers, advertising agencies, and global CMOs he has helped them better understand the new marketing opportunities that social media has to offer.
“Kevin’s experience monetizing social networks and deep understanding of the consumer experience make him a tremendous addition to our team,” said Joel Cutler, managing director at General Catalyst. “We’re excited to have him on board.”
In addition to his experience at Facebook, Colleran brings a lifelong interest in entrepreneurship to his new role. While in high school and college, he won multiple national entrepreneur of the year awards and founded various marketing and Internet-based startups.
After college, Colleran worked as a consultant with BMG Music in NY where he launched a music sponsorship company that focused on artists signed to the Arista and RCA record labels. In 2005 he was recruited to Facebook by Sean Parker, the company’s founding president.
Thursday, October 20th, 2011
Coke is it! Especially on Facebook says Covario Inc., the nation’s largest independent provider of global search marketing services and technology solutions, in a just released white paper reporting on how leading global advertisers are faring with their fans on the world’s largest social media platform.
With the number of global Facebook users exceeding 750 million, its importance as an advertising medium is undeniable and growing fast. In a Covario study focusing on the Facebook health of 100 leading advertisers, Coca-Cola ranked the world’s No. 1 brand.
Coke has a huge following on Facebook of more than 34 million fans, which is growing at a monthly rate of nearly 3 percent. The leading beverage brand also has strong fan engagement, typically seven posts a month that each garners more than 235 comments and nearly 1,750 “likes.”
Coke came out on top
Coca-Cola came out on top, slightly ahead of second-place Hyundai. Rounding out the top five brands were MTV (Viacom), Disney and Bayer. The study included the top 100 spending advertisers as reported in Advertising Age magazine.
The study broke out Facebook leaders by vertical industry segments, including automotive, consumer packaged goods — sundries (Johnson & Johnson), consumer packaged goods — food and beverage (Coca-Cola), entertainment and media (MTV/Viacom), financial services/insurance (American Express), pharmaceuticals (Bayer), restaurants (Wendy’s), retailers (Victoria’s Secret), technology (Hewlett Packard), and telecommunications (DirecTV).
Covario used a proprietary, weighted model to profile each brand’s reach (number/ growth of followers), engagement (monthly posts, likes, comments and applications), technical aspects of its Facebook page (brand name usage, linkage to a brand’s website, use of the word “official,” etc.), and reputation (particularly negative, user-generated Facebook sites about a brand).
“Reach and engagement are particularly revealing,” said study co-author Craig Macdonald, senior vice president and chief marketing officer of Covario. “Several advertisers — Bayer and SC Johnson — have built followers, but their engagement statistics are relatively low. This is a huge branding opportunity for the firms.”
“There is another situation with advertisers like AT&T, Wal-Mart, Dr. Pepper and, surprisingly — given their business — Fox, where they have excellent engagement, but lower than expected reach statistics,” Macdonald continued. “This is a content generation opportunity.”
Wal-Mart ranked on top for overall engagement. The nation’s largest retailer has huge engagement with its Facebook fans. Wal-Mart receives an average of 7,390 comments and 726 “likes” on every post, which far exceeds all of the other advertisers in the study.
Interestingly, Apple is the only company among the nation’s top 100 advertisers that does not have an official Facebook page. The top Apple listing is a user page with 188,000 followers.
The white paper concludes with insights for driving Facebook interaction and engagement.
- Having many outbound posts is not an optimization factor. Less is more with Facebook. Quality is what counts.
- Quality is measured by the number of “likes” and comments received per post. The best brands at engagement obtain upwards of 750 comments and 1,500 “likes” per post.
- There is no magic to the type of posts being run by successful brand advertisers. While promotions are rampant in advertiser posts, often posting generalized questions is more successful than hard promotions.
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