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Top banana: Innocent dominates social brand rankings

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30th May 2012
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Innocent, the food and drinks brand, has ranked highest in the Social Brands 100 list for its “good social behaviour”.

The rankings, compiled by social brand agency Headstream, saw Starbucks take second place followed by giffgaff, Cancer Research UK and the British Red Cross whilst the Met Office rounded off the top ten.

The Social Brands 100, delivered in partnership with social monitoring company Brandwatch, followed a crowd sourcing nomination process of 300 brands on Twitter. Brands were also scored by a panel of industry experts that included Paul Coffey from Google and Twitter’s Bruce Daisley.

According to Headstream, Innocent stood out for its “innovative and entertaining approach to communications” and from the beginning had values “rooted in what is now recognised as good social behaviour”.

Innocent’s Joe McEwan said: “We’ve always wanted to build actual relationships with our drinkers,” says It started with talking to people on our packaging, inviting them to call the bananaphone, meeting them at events we put on, and so on. It naturally extended into digital and then social media as those channels evolved.”

Giles Palmer, CEO at Brandwatch, said: “Defining a brand as ‘social’ can be both complex and subjective. Every brand is different and customers want to interact with them in different ways. This year we have been able to dig deeper than ever before into our data to analyse brand and consumer interaction at a per post level.”

In other findings, the report revealed a 4% drop in the use of foursquare since 2011 whilst In the 10 months since it launched, 49% of brands have joined Google+ with the same number of brands now present on Pinterest.

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