Just gave this presentation at the Online Marketing Show. Not sure it makes a lot of sense without the banter over the top, but I thought I would share.

The slides really fall into four categories:

1. How brands are performing in social media
2. The changing landscape online
3. How you can trigger conversations by tapping into passions and interests and creating social currency
4. How Sony BRAVIA used this model to inspire postive discussion, raise search engine visibility and drive website visits

Our latest research looking at brand conversation in social media shows that techie companies, Google, Apple, Yahoo! and Microsoft, take the lead in terms of brand mentions in blogs, social networks and photo and video sharing sites.The study, launched at the Online Marketing Show examines the Interbrand Top 100 global brands and their voice in social media.

Here are the results for the top 25 most discussed brands.

 Technology leads the way, with Disney and Ford just squeezing in  the top 10. But split across the top 100 reveals that the industry sectors are quite evenly spread, with all of Intebrand’s top 100 brands getting a mention in social media.

Of course, this is just a snapshot and, before my friends at Onalytica and Market Sentinel rightly jump in, this research doesn’t take into account influence. Which we agree is essential. But the study does show that brands are being talked about and that is what we set out to confirm.

The full study will be available on the immediate future website on tomorrow or you can pop along to the OMS show at the Business Design Centre in London to get a free copy.

Technorati Tags: Google, Apple, Yahoo!, Microsoft, Interbrand Top 100 global brands, social media, Disney, Ford, Onalytica, Market Sentinel

Positive and negative comments in groups on social network sites, such as Facebook, Flickr and MySpace reveal Disney, Nintendo and Google are the most popular brands. This comes from our latest research, Brands in Social Media.

Social networking groups are proving very popular in the UK. They are a very public demonstration of the connections between people and brands. Popular groups can quickly swell in numbers and influence large numbers of consumers online. 

Understanding the sentiment of brand conversations is crucial. Frequency and popularity in the conversation is meaningless without a clear picture of whether the discussion is positive or negative.

We assessed groups set-up on three of the most popular social network sites: Flickr, Facebook and MySpace. We compared groups against the Interbrand Top 100 Global Brands. Groups that mention the top 100 brands were examined and brand sentiment (positive, negative or neutral in tone) recorded. 

Automotive brands had the most loyal fan-based groups, Microsoft the most negative groups and Google hardly any negative comments at all! In fact, most Google groups were either advocating the search engine or explaining ways of using the technology.

The full report will be on our website on Thursday - for those that want the detail.

Technorati Tags: Facebook, Flickr, MySpace, Disney, Nintendo, Google, Brands in Social Media, Social networking, Microsoft

On an advanced panel discussion on Wednesday at OMS. I shall be discussing the role of brands in social media with

• Stefan Glaenzer - Chairman, Last.fm
• Philip Wilkinson - co-founder, Crowdstorm
• Russel Davies - Blogger & Marketer

Full topic is:

What is the role of brands when blogs, social networks and recommendation services are harnessing people power to answer the questions the search engines can’t?

My view is that brands will adapt. They are not as stubborn as people like to think, and brands will learn that there are benefits to becoming the social currency of conversation. I like Rushkoff’s idea that brands will learn to tell stories and that is how they will engage audiences.

I also think that marketers will learn to understand the niche. Love the longtail and flex with consumers in collaborative and participative ways. But then I am always the optimist.

We are launching research exclusively at the Online Marketing show this week. The study looks at the Interbrand top 100 global brands, to reveal which brands have the largest share of voice and the most positive conversations.

The report measures brand mentions across blogs, social networks, video and photo sharing sites, social bookmarking and news sites, to provide a snapshot of brand share of voice. It also details sentiment (positive and negative conversation) in social network groups. A section of social media that is increasingly being adopted by consumers in order to discuss brands.

Come and visit us on stand V6 at the business design centre (26^th and 27^th June) and you can get your free report, along with a whole range of guides and tips (a social media toolbox).

I am speaking at the workshop too, at 1pm on the 27^th - worth a visit if you prefer an explanation along with case studies on how to engage with social media.

Drop me an email if you want to meet up during the show.

Now off to frantically look for a four-gang adapter so I can power up my laptop at the show.

Trevor Cook and Lee Hopkins at the Corporate Engagement blog have just published their free (second edition) Social Media white paper. Updates on Second Life, Twitter and wikis and some new case study examples of Australian brands experimenting with social media.Great snapshot of the current social media space - a definite read.

I am speaking with the fantastic Ruth Speakman from Sony Europe (declare: client) at the IAB conference on the 26^th July. Together we are going to take a look at how Sony BRAVIA fuelled the conversation online by engaging with influencers.

Often when I speak with marketers and PRs, they understand that they should be active in social media. The problem occurs when thinking how to engage with their audiences in this space. Particularly for big global brands knowing how to be part of a conversation, or inspire positive comments is difficult.

For many companies understanding how to trigger conversations is complex. What if your brand isn’t ‘exciting’. What if the brand isn’t tied to an emotion or desire. People blog, comment and chatter about interests and passions. What do you do if your brand doesn’t communicate at this level. It is hard to start a conversation about toothpaste, bottled water or cream crackers - and then keep it going!

Having read Douglas Rushkoff’s book, Think Inside the Box,   I was very taken with his explanation of social currency. The idea that we need to offer something of value in order to gain the conversation and facilitate advocacy. People want an simple excuse to interact. It is my belief that brands too can help with this interaction. By giving people the ammunition they need to have conversations.

Rushkoff says: “In an age of interactive media, customers don’t want to communicate with brands or their spokespeople, anymore. They want to communicate through them. Brands for this era can become a form of social currency, offering opportunities for affiliation and, at best, even authorship”.

I shall be talking at the IAB conference about how we have evolved this theory of social currency into a workable model. One that helps brands to engage with social media and become the vehicle for conversation.

Technorati Tags: Sony Europe, IAB conference, social media, Rushkoff

Just had an email from the chilled chaps at chinwag about the summer party. Apparently the Guardian and Brand Republic are joining the foray. Should be a busy night of networking, but if it is like the usual chinwag parties - it will be a boozy craic too.

And I have the badge to prove I am going!

We’re exhibiting at the Online Marketing Show this week.

The event will be good. We went last year and found ourselves constantly in the throng of online marketers – discussing Online PR till we were hoarse. Last year, visitors wanted to know what online PR was and how it integrated with online marketing and traditional PR activity.

This year, it is already clear that they want to know how they can get involved with social media. I am quite ebullient at the prospect of talking to companies that are ready to take the plunge into the online conversation

We are managing the press office for the show, and also have our own stand (V6). We will be running an online PR clinic for anyone with social media questions they need answering so do come and say hello.

We are giving away a social media toolbox full of case studies, tips and our social media research (launching at the event). Do visit and pick up one up.

Technorati Tags: Online Marketing Show, social media, online PR

The Telegraph has launched a little bundle of blogs aimed at Entrepreneurs. By far the most interesting is launchpad, which allows businesses less than three months old to promote their company and include a web address.

As Richard Tyler says, “And don’t forget to include your website. Creating a link with The Daily Telegraph will help raise your own profile among the internet search engines”.

The Dragon’s Den idea seems a bit tacky, but the return of Martin Webb will be most welcome.

It creates a great opportunity for small business PR. Tapping into new businesses just when they are looking for promotion, but don’t have a budget for PR services.

I guess for The Telegraph, the idea is to catch new readers as they turn into a different kind of business consumer - one that will form the backbone of tomorrow’s small businesses. Clever idea!