New research released today (15 November 2011) reveals the latest winners and losers in terms of brands’ online reputations, along with new insights into the impact that Facebook has on purchasing behaviour. Lumix comes out top overall in the study, with Morrisons, Lenovo, Weetabix and usual favourites Virgin Atlantic winning the sector battles.

The Kaizo Advocacy Index, a bi-annual audit of online reputation, has analysed digital news and social media outlets to rank UK household names including; supermarkets, cameras, airlines, breakfast cereals and computer manufacturers.

For this study the qualitative results were cross-checked with some new quantitative research, to both qualify the methodology and also look at the importance of online recommendations in terms of actual purchasing behaviour.

Between 31% and 38% of people say their purchasing behaviour is affected by what they see on social media – especially Facebook. And, for the majority of us, good news travels fast, as over a third of Facebook users are more likely to share positive news about a brand compared to 22% who would share negative news. In the new research we also found that 28% of Facebook users had posted a negative comment and 40% a positive comment in the last six months.

Rhodri Harries, managing director of Kaizo, commented:

“Lumix came out top overall and in the camera sector which was an overwhelmingly positive category, with reviews influencing strongly what is covered and what people share. The key to this research though is looking at how a brand compares against its competitors, so Morrisons’ rise up the supermarket rankings and Virgin’s continued dominance of the airline sectors should be admired.

“The brands that are faring well are the ones that take recommendations seriously and do all they can to influence them. Whether creating a consistent positive news flow, focusing on review sites, being creative and visual, and ultimately, involving customers and commentators, there isn’t a one size fits all approach. To win recommendations, brands need to be involved in consistent ‘conversations’ as well big bang campaigns.”

From advocacy to intent

Research of 2,000 UK residents conducted by OnePoll found that for 67% of the UK, Google is the first place they go to search for information about brands; this is followed by online media and Facebook directly.

And, the public is caring and sharing more than ever about brands online, over a quarter (26%) post on websites and blogs about brands every month – with 13% posting every week and 4% posting every day! For Facebook and Twitter users these percentages, perhaps not surprisingly, increase with nearly 40% of Facebook users and nearly 35% of Twitter users posting about brands every month.

Perfect picture for cameras online

The camera sector is buoyant online when it comes to recommendations, with all the brands we reviewed scoring very positively primarily down to reviews and news. Twitter proved a strong channel for customers sharing positive experiences and opinions in this category.

In an overwhelmingly positive group, Lumix Panasonic was ranked first (60%), closely followed by Fujifilm (53%), Olympus (52%), Canon (47%) and Nikon (42%) with Kodak ranking last with 30%.

Lumix scored strongly due to the quality of its products and its feature rich approach. With research conducted prior to the recent corporate issues, Olympus scored very positively in news search. Negative comments posted against brands were typically in response to competitive comparisons and, in the case of Kodak, corporate news.

Consumer research found that a comment on social media and Facebook about a camera will influence 38% of people in terms of their decision to buy or not.

Morrisons takes top spot as Waitrose suffers customer dip

Morrisons was the big winner amongst supermarket brands this time thanks to news on business performance being picked up across multiple channels and the announcement of its forthcoming e-commerce business.

Morrisons climbed from third place ranking last time to lead the way with 34%. Whilst second ranked Waitrose (12%) saw its score drop substantially, followed by ASDA (4%) and Tesco (0%). Bringing up the rear, Sainsbury’s (-6%) is the only supermarket to have a negative score and saw its position topple from second in the last Advocacy Index. Most brands suffered online from news and comments about poor customer experience either online or in store, with Waitrose the biggest losers here. Other issues ranged from labelling concerns to Christmas simply coming too early for some (a favourite with the ‘Twitterati’).

As might be expected this sector is very news rich with each brand providing a steady flow of announcements from products, such as Asda’s Quest E-Reader, innovations such as Waitrose’s new QR code and Tesco’s satnav app!

A strong anti-Tesco’s lobby against store expansions once again impacted the supermarket’s score, whilst Sainsbury’s lost both Jamie Oliver and its positive score due to a whole host of customer issues.

In new consumer research, we also found that a comment on social media and Facebook about a supermarket will influence 36% of people in terms of their decision to buy or not. Brands maximising their growing communities and social media news flow are those that will see the biggest financial benefits.

Virgin flies high online as industrial disputes ground BA

Virgin Atlantic once again was the most admired airline online with its inflight experience and new routes sited by many on Twitter and news sites, despite a relatively poor showing on Facebook and on general web searches.

Although Virgin Atlantic leads the way with 20%, the surprise winner this time around was BMI (17%) who saw its ranking rise thanks to positive media reviews, despite the initial rumours of the trade sale.

Negative scores caused by poor customer experience and industrial action were posted by British Airways (-10%), easyJet (-16%) and of course perennial bottom ranked brand Ryanair (-69%)

In this sector, the positive news typically came from news services, new routes and vocal social media fans. But as in previous studies, strikes, service disruptions, and inconsistent customer experiences were evident across all the brands.

Ryanair once again stole the negative headlines with removing toilets to create more space for seats, the latest announcement to incense the public and media alike.

New consumer research also showed that a comment on social media and Facebook about an airline will influence 36% of people in terms of their decision to buy or not.

Weetabix’s dancing teddies take brand to top online spot

In the cereal category above the line activity made a strong connection, with the public generally loving and sharing adverts including the Shreddies Knitting Nanas and the new street dance advert from Weetabix.

Recipes were also well covered, commented on and shared, whilst on social media, topics relating to healthy eating and allergies were more widespread.

Weetabix with 31% was best rated in the category with the other four brands researched scoring very similar levels; Kellogg’s Cornflakes (11%), Shreddies (10%), Shredded Wheat (8%) and Special K (8%).

Weetabix’s score was influenced by the new TV advert featuring dancing teddies and a little girl, as well as parents choosing Weetabix as the winner of the Children’s Foods Awards/Better Breakfasts.

Kellogg’s Corn Flakes score was balanced by cause-related marketing campaigns and issues with the Muslim community and ingredients.

Lowest ranked brand Special K saw a backlash to its diet, with people criticising it for ‘leaving you hungry’ and helping you to lose weight that you will pile back on after returning to normal eating.

A comment on social media and Facebook about a cereal brand will influence 31% of people in terms of their decision to buy or not, according to additional new consumer research.

Tablet talk boost Lenovo’s online brand

Lenovo was perhaps the surprise winner in terms of online recommendations in the PC sector, with reviews dominating the category featuring strongly on Google, News and on Blogs.

The rise of the Tablet was the most significant theme, even without featuring Apple in the study. Which company had the best, the newest and the fastest tablet was top of mind for many in traditional and social media.

Lenovo came top with 38% followed by ASUS (34%) and Acer (31%) with big hitter Dell lingering with 15%. HP brought up the rear with -49% following the announcement of its exit from the PC business and the corporate fall out that this created.

In new consumer research we also found that a comment on social media and Facebook about a PC brand will influence 38% of people in terms of their decision to buy or not.

Tags: consumer PR, Facebook, Kaizo, Kaizo advocacy index, media relations, public relations, social media, worldcom

Last week’s announcement [http://www.foodnavigator.com/Financial-Industry/UK-scraps-sell-by-dates-on-food-products] that UK food manufacturers have been asked to remove ‘display until’ and ‘sell-by’ date labels from food packaging takes us one step closer to clearer, more user-friendly food labels. Or does it?

According to research carried out by the Food and Drink Federation [http://www.fdf.org.uk/news.aspx?article=5504], shoppers continue to be confused by the difference between ‘use by’ and ‘best before’ – both of which are set to stay. The former states when a perishable food is no longer fit for consumption; the latter gives information about the quality of non-perishable food products [http://www.bbc.co.uk/news/uk-14926429].

Reducing unnecessary food wastage is a goal we should all share and DEFRA’s guidance is a bold step in this direction, by removing stock rotation information that is of little use to consumers.  However, it appears there is still a big job to be done to make food labels crystal clear and meaningful to the end customer. It’s a challenge we communicators should rise to and not simply leave to the regulators.

Tags: consumer PR, fdf, food, Food Claims, Food labels, Food PR, Kaizo, public relations, social media, Unilever

Whilst watching Wednesday’s opening episode of Fresh Meat – the new comedy about a bunch of Freshers arriving at uni, boozing, then awkwardly sleeping with/making friends with other students they’d ordinarily never speak to in a million years – a text popped up on my phone: “Ch4 meat show now is gd indicatr 4 2mrw”.

Fast forward to Thursday morning and there I was, snuggled tightly between the Lesbian, Gay, Bisexual and Transgender society and the Live Music society, manning a stand at Freshers Fayre and reminiscing back to my own Uni days a couple of years ago (give or take a few years perhaps…).

The activity was for carpooling client BlablaCar, who is looking to engage the student community and get them using its brand new Campus page, where students can go online to book lifts throughout the UK and even Europe with other students at their Uni.

After much designing of games, signs and leaflets, we were all set to go. To be honest, the day didn’t get off to a good start: after a particularly stressful journey involving the M25, we finally arrived to find out the guest wi-fi was playing up. We weren’t to be beaten though so, armed with leaflets, promises of prizes to be won and a voice ready to cut through the noise, we walked out from behind our stand and began grabbing the attention the new student community.

We’ll soon find out if the event was a success but, in the meantime, here are my top tips for a happy Freshers Fayre:

Give something away
An on-stand competition where students don’t have to think too hard gives you the chance to get your point across.

Sweets are your best weapon
Most of the stands had some kind of shiny edible goody to hand to lure people in. A selection of lollypops, tin of roses or multi-pack of crisps will suffice, though a refreshing drink could be good too – checking out all the stalls is thirsty work.

Don’t just stand there
Lots of people were huddled behind their stands but those in front of the desk actively looking for recruits got the most people to check out their wares.

Be a high flyer
The brighter the better, flyers get people to take info away with them.

Check your power
If you’re bringing a laptop or iPad, double check you have power and that the wi-fi will definitely be working. Lesson learnt.

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Last week’s webinar Medical Nutrition – Focus on Trends and Developments made for interesting viewing. How nutrition can help prevent and manage age-related diseases in the rapidly ageing population is a growing focus for the food industry.

Elena Groothuizen from Innova Market Insights highlighted how ageing well is a priority for the estimated 2 million + people who will be over 65 years old by 2035. Consumers, and consequently food manufacturers, have identified the importance of healthy eating for healthy aging, and as many as 40% of consumers say they make food choices for health reasons.

Top of the list of concerns for the aging consumer is loss of physical health, including mobility and vision, followed by a decline in mental health and cognition. Food manufacturers have responded swiftly and the bone health market for food products and supplements is well-developed. Because the aging population wants to stay active, helping them to maintain mobility has been a key focus, whether it’s products aimed at the prevention and/or management of osteoporosis or osteoarthritis.

With a third of aging consumers also concerned about mental decline, products aimed at boosting mental sharpness e.g. enriched with omega-3, are fast entering the market.

Two interesting things are happening from a communications perspective:

• We are witnessing the merging of food and pharmaceutical products as a two-way process. Specialised products which once upon a time were aimed at a specific condition for example, are now being re-packaged, with very little change to the product formulation but with new claims, to appeal to the mainstream consumer looking to age healthily and gracefully. At the same time, mainstream food products are also being re-vamped to appeal to older adults seeking a particular age-related benefit.
• And of course, food manufacturers are facing growing regulatory pressure for proof of efficacy. Because ‘proven’ on the packet is so powerful for the end consumer, regulators are now more than ever scrutinising the scientific basis of claims.

‘Senior nutrition’ food products present a huge global opportunity for the food industry with demographics firmly on its side. What we now need are more clinical trials for ingredients and products that aim to help people age well, delay debilitating age-related conditions and alleviate existing ones. Further insights into marketing challenges for healthy aging products will be covered at the Healthy Ageing 2011 Conference next month. Watch this space…

Tags: diet, lifestyle, nutrition, senior nutrition

Delighted to announce that as of yesterday we are now wholly owned by our existing management team following a successful MBO.

Whilst we remain the same business in the same premises with the same teams, our new independence highlights key attributes we feel bring a fresh perspective to communications’ challenges targeting consumers and businesses.

We’re impartial, whether advising on media choice or brand direction; self-sufficient, so no sub teams and silos to add complexity and cost; free thinkers, so great ideas flow and are encouraged; and now importantly self-governing so we’re able to offer a flexible approach to your PR and earned media budgets.

We thank all our clients, including Truvia®, Flora/ Becel, Cisco, CA Technologies, Unilever, mxData, Johnson and Johnson, Serco, and Elsevier, for their continued support and look forward to a successful future together.

Tags: consumer PR, flip video, Kaizo, PR, public relations, social media, Unilever

Last night Kaizo hosted its annual summer party on the roof terrace of the Court House Hotel in central London.

When the heavens opened late afternoon, some of those less optimistic types may have been tempted to think the ‘Summer Sizzle’ may have turned into ‘Summer Drizzle’. But no, with a little help from

the gods – and from our incredibly versatile MD Rhodri Harries – the stage was prepared (and dry) for an evening not to forget…. and it didn’t disappoint.

Kaizo clients mingled with our friends in the media and distinguished colleagues from across the PR world and the occasional celebrity. The drink flowed more freely than Mel Gibson’s local boozer, while the platter laid on was a culinary delight that would have had Heston Blumenthal licking his lips.

Amongst the clinking of glasses, we were all treated to spectacular shows from a world class flairer (think Tom Cruise’s skills in Cocktail) and a magician who seemed like he’d just graduated from Hogwarts. While there was no such Hermione to offer us a magical pole dance, the end of the night drew to a close with guests leaving happy.

We would just like to thank everyone who attended and made it a fantastic night for all to remember. We all very much look forward to seeing you again next year!

Tags: Brands, Kaizo, Party, PR, Rhodri Harries, summer sizzle

Google yesterday announced its latest assault on the world of social and more specifically, Facebook. With Facebook’s massive user base and seemingly relentless desire to bring the entire internet inside Facebook, Google has for some time been looking for a way to address the threat to its bottom line.

The Google+ project, revealed yesterday with little fanfare via a blog post by Vic Gundotra, Senior Vice President, Engineering, is what Google hopes will be the answer to Facebook’s social dominance.

At the centre of Google’s premise is that “not all relationships are created equal” and therefore you might not want to share everything with everyone. As our online social networks have developed and we’ve become more switched on regarding what we’re sharing and with whom, we’ve increasingly become more selective about sharing. With Google+, Google is betting that we’d prefer to be selective within a single social platform rather than managing multiple social networks for different types of people e.g. LinkedIn for business, Facebook for friends and family.

Google is currently limiting who can access Google+ via a ‘closed beta’ so that it can quickly and easily react to user feedback. However, Google is hoping its range of new features will be too compelling to ignore:

+Circles – share different content with different social circles
+Sparks – find the content you (and others) love via an online sharing engine
+Hangouts – ‘hang out’ online, face-to-face with your friends (essentially an instant messaging/video calling application – watch out Skype!)
+Mobile – easily share pictures, experiences, your location etc wherever you are

As this is still day one and limited people have access to it, there’s no way of knowing if Google+ will be a success, let alone make even a small dent in Facebook’s dominant position. One of the key barriers to take up will be prising people away from Facebook and on to a new platform.

As for the impact on brands, well the jury is most certainly out. We’ll definitely be keeping a keen eye on developments though and advising clients as and when opportunities arise.

Tags: Brands, Facebook, Google, PR, sharing, social media, social network

Last week the IQ of Cheltenham doubled as the academic elite descended upon the town for its annual Science Festival. So, embracing my inner geek, I headed back to my home town to bask in a night of science indulgence. From the Amateur Transplants (singing the anaesthetists hymn), to the Stand Up Mathematician (dazzling us with numbers) to Simon SinghThe Amateur Transplants (opening our eyes to the subliminal messaging in Bob Dylan’s Stairway to Heaven), it was well worth the visit. And, being sponsored by The Times, it was a great opportunity to meet up with my favourite science journalists – including Mark Henderson, who was there with his adorable new baby and Alok Jha, who ended up in a club called ‘Slags’… but that’s a whole other story…

Tags: cheltenham science festival, science

Last week Kaizo attended the annual global summit in Madrid of Worldcom, the world’s largest partnership of independently owned public relations firms comprising 112 firms in 93 markets, across five continents.

The event also marked Kaizo’s fifteen years as part of the partnership (we have a signed certificate to prove it!) and more markedly brought home just how much our industry has progressed over the last few years and as normal just how diverse PR is across the world.

From Korea we heard about using Facebook as a pre market product testing platform for brands, from Canada we learnt about the role our partner had played in one of the biggest crisises to hit the airport industry over the last few years, and from just about every partner we heard encouraging signs of market upturn.

The entrepreneurial spirit was clearly evident – all firms are independent, with most owned by the management not shareholders, but more than this a common commitment to share knowledge and experiences was everywhere.

We also were subject to a rigorous peer review by our partners Phillips Group in Brisbane and LF Channel in Barcelona, another aspect that sets Worldcom apart in that membership is subject to client and partner feedback. Luckily we impressed, no inquisition required…

Our own Steph Macleod was personally thanked by west coast partner McGrath Power, who we work with on a range of clients including tech alliance DLNA, for her role on a recent pitch in California proving it wasn’t just her Scottish lilt and renowned lexicon that wowed them.

New partners didn’t include the five bull fighters staying in our hotel nor the flamenco dancers that entertained one night.

Next year the conference is in Rio de Janeiro – the hardship eh…

Tags: Kaizo, PR, worldcom

Another great lecture from D&AD last night saw Wayne Hemmingway described as a ‘Spatial Fashionista’, deliver a passionate lecture about his life, his wife and their political beliefs.

He took the audience on a journey which lead us through his unusual upbringing, their teenage years – moving from ‘up north’ to London, and the start of the Red or Dead fashion label (named because Wayne is half Red Indian or, to be correct, a first nation Red Indian). This brought back memories for me of the late great fashion emporium, Kensington Market (sadly now a PC World) and London in the 80s and early 90s.

This was interwoven with anecdotes about how they kept thousands of pounds of cash in their loft, how Macy’s New York put in the first order for their collection, what drove them to make a political statement by banning the French in their early 90s LFW runway and what drives them now to save Britain’s streets and communities from turning into soulless desolate places. Respect.

Oh and of course they also are busy re-defining what a festival should be – check out what’s happening in July at the Royal Festival Hall!

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