These are the most valuable brands in Sweden

IKEA today opens up its first India store in Hyderabad City. The Swedish furniture retail giant continues to be ranked the most valuable Swedish brand according to an annual survey by the brand valuation and strategy consultancy Brand Finance. In a new report listing the top 50 brands in Sweden, IKEA holds the number 1 position in terms of brand value, followed by H&M and Nordea.

“IKEA’s brand value dropped 5% over the last year to SEK197.1 billion, as the brand faces many of the same issues as other conventional retailers, especially increasing global competition from online-only sellers and digital home-improvement offerings.”

The top 10 list remains intact from 2017 but there are significant changes in value among the leading brands. For example, Nordea is the only brand among the top 6 that actually sees an increase in value, up 7% according to the metrics used in the report.

Top 10 most valuable Swedish brands:

  1. IKEA (-5%)
  2. H&M (-7%)
  3. Nordea (+7%)
  4. Ericsson (-15%)
  5. Telia Company (-12%)
  6. Volvo (-7%)
  7. Swedbank (+7%)
  8. Handelsbanken (+3%)
  9. SEB (+6%)
  10. Skanska (+7%)

Among the losers on the list is for example forestry and paper giant SCA which drops from number 18 to 38, with an estimated drop in brand value of 86%. The highest new entry on top 50 is hygiene and health company Essity which enters the list at number 20. The explanation for this dramatic shift (which the report fails to mention) is of course that SCA in 2017 split its business into two different brands: SCA and Essity.

The fastest growing brand is the e-casino B2B provider Evolution Gaming which increased its value by 82%.

See the entire list here.

Press photo: IKEA.

How to use micro influencers to drive engagement

micro influencersBrands have been using social media influencers in marketing campaigns for a long time. As the practice has grown over the years, many individuals have become celebrities with millions of followers and they can charge thousands or tens of thousands of dollars for a social media campaign or even a single Instagram post.

As influencer marketing has become more expensive and sometimes less effective, many brands look at micro influencers as partners in online campaigns.

So how can brands use micro influencers to increase engagement online? In this webinar, digital marketing consultant Shane Barker goes through the process of finding, contacting and using micro influencers to drive engagement.

His definition of micro influencers is that they are:

  • Social media users with 1,000 to 100,000 followers
  • Specializing in a certain niche
  • Could be everyday consumers (they are very genuine, more down to earth, more like ourselves)

Some of the advantages of using micro influencers is their ability to engage, since their engagement rate normally is higher than for an influencer with a larger following:

  • Average engagement rate for influencers with fewer than 2,000 followers is 10.7% (source: influence.co)
  • Average engagement rate for influencers with 100k to 150k followers is 2.5%
  • Average engagement rate for influencers with more than 1 million followers is 1.5%

Watch the video above to learn more about how to use micro influencers in digital marketing campaigns.

Top Swedish Facebook pages in May 2014

facebooklogo

I have received a sneak preview of the latest results from Socialbakers, regarding the results of the top brand Facebook pages in Sweden for May 2014. It also includes statistics for Youtube and Twitter channels. The Swedish beer brand Norrlands Guld has the page with the highest average post engagement rate.

Coop posted two of the three most popular posts in May
I am also happy to see that a campaign I have been working on at my job for Coop has two of the three most popular post on Facebook last month. The campaign called #ekolöftet challenged the 8 parties of the Swedish Parliament to reveal how they intend to support the growth of organic farming in Sweden. More on that in Swedish here: http://ekoloftet.coop.se/

This report will be published later today by Socialbakers.

 

may-2014-social-marketing-report-sweden

Image credit: Flickr mkhmarketing

 

Top Facebook pages in Sweden – February 2013

Socialbakers have just released statistics for the top Facebook pages in Sweden for February 2013. Some notes about the report:

– One of the top ten brands is actually seeing a decreasing number of fans: the candy Hallonlakritsskalle. It has seen a steady but slow decline for the last six months.

hallonlakritsskalle-facebook

– Just like in January 2013, three out of five top brands by post engagement rates are car brands.

– Four out of the five most socially devoted brands are telecom brands, compared to three last month.

– The #1 media brand by local fans, Vakna! Med The Voice, has lost more than 1,000 fans since the last report in January.

– The number of Swedes on Facebook is down from 4.9 million in January to 4.8 million (monthly active users).

top facebook pages sweden feb 2013

Burger King and Jeep turn Twitter hacking into PR opportunity

Earlier this week, the official Twitter account for Burger King was hacked and turned into a McDonald’s feed. Now, the same thing has happened to @Jeep. The Jeep logo was replaced with a Cadillac logo and the hackers tweeted things like “We got sold to @Cadillac because we caught our employees doing these in the bathroom” with an image of a bottle of prescription-only pills. Jeep soon got control of the account and deleted the tweets tweeted by the hacker.

For a brand, crises like these are of course serious, but handled correctly they can also become an opportunity. Often an account that is involved in a similar incident gains a lot of followers, thanks to the increased attention.

This time, both Burger King and Jeep turn the hacks into a PR opportunity by posting some clever tweets. Burger King seized the opportunity to send their wishes to a brand that was the victim of the same type of crisis, which showed a human side of the brand.

burger king hacked twitter tweet

Jeep cleverly responded with this tongue in cheek tweet.

jeep twitter hacked tweet

As you see, both tweets got loads of retweets and were marked as favourite by many followers. Also, note the dots before the Twitter handle, enabling all their followers to see the tweets, not only the ones that follow both accounts.

I’m lovin it 😉

Top Facebook pages in Sweden – Socialbakers report for July 2012

In the latest report from Socialbakers, the game developer Free Lunch Design is the Swedish brand with most fans on Facebook. As I understand, global pages such as H&M are not included in the local reports.

Vakna! med the Voice is the media page with most fans.


Top Facebook pages for Sweden July 2012 Socialbakers

There may of course be Facebook pages that are not included in Socialbakers’ database. You can suggest pages here.