赢家怕吃饭输家怕停电 年品牌大比拼:五大赢家与五大输家

年品牌大比拼:五大赢家与五大输家  

Which brands most improved their reputations in social media in 2012? And which panies made them worse?
We asked the Dachis Group
a social media measurement agency
to tell us which brands got the biggest increases in consumer love
and which lost the most ground.
First
the panies that gained the most consumer love ...
首先，最受消费者喜爱的公司是：
1. Apple. Brand love: 57% / Rank: 32
Dachis says: The end of year iPhone 5 and iPad Mini releases overcame early controversies in overseas manufacturing and any lingering effects from the death of Steve Jobs to make Apple the biggest mover of the year.
2. LinkedIn. Brand love: 47% / Rank: 309
Dachis says: Strong financial performance bined with a slew of new features made LinkedIn a mag for positivity in 2012. Positivity like this could help the pany move from stern business neork to lively munications platform in 2013.
3. JetBlue. Brand love: 40% / Rank 218
Dachis: JetBlue started the year with some tough moments (a pilot’s panic attack gave them a rough start)
but customer satisfaction and excellent social service during the busy holiday travel season carried the brand to success in 2012.
4. Adidas. Brand love: 35% / Rank 25
Dachis says: Adidas added more than 34 million new fans and followers in just 12 months this year. The pany put that audience to good use and benefited from high levels of positive discussion all year long.
5. Starbucks. Brand love: 26% / Social Business Index Rank: 26
Dachis says: Starbucks is a perennial top-performer in social and 2012 was no exception. The pany’s social savvy earned it 19 million new fans and followers in 2012 and its push into at-home and on-the-go products gave all those people something fun to talk about.
And now for the panies that lost the most love ...
ubishi. Brand love: -12% / Rank: 360
Dachis says: The news just keeps getting worse for Mitsubishi. Low sales triggered a decision to pull out of the European market and if the levels of negative discussion are any indicator
2013 doesn’t look to be any better.
2. Dominos. Brand love: -11% / Rank: 62
Dachis says: 2011 saw a huge bounce for Dominos in brand enthusiasm from their brand relaunch which 2012 just couldn’t match. It’s a shame they can’t redesign their recipes every year.
3. Kraft. Brand love: -10% / Rank: 11
Dachis says: Kraft took a stance in support of geically engineered foods midway through the year and the decision turned their brand into an overall loser for 2012.
4. Fiat. Brand love: -7% / Rank: 85
Dachis says: Fiat suffered through a slow global sales year in 2012. Sluggish sales were reflected in sluggish social activity as the pany went in reverse on positive discussion around the web.
5. Zynga. Brand love: -5% / Rank: 5
Dachis says: Zynga struggled to maintain its momentum and diversify its business in 2012. The difficult year was evident in reduced brand discussion and an increase in negativity from product shutdowns that leave the game pany with a lot of work to do in 2013.