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Archive for the ‘ranking’ Category

Don’t call it a comeback
I been here for years
Rockin my peers and puttin suckas in fear…

“Mama Said Knock You Out” – LL Cool J

As I’ve already lamented, moving the brandbuilder from blogspot to wordpress several months ago effectively destroyed its search engine relevance: Years of hyperlinks, trackbacks and traffic were left behind at the old url, and the brandbuilder’s new web address essentially rolled the odometer back to zero. The impact on my readership wasn’t too bad – you guys quickly found your way to the new URL and RSS, and daily visits went back to normal after a few short weeks – but solid daily traffic alone can’t rebuild my technorati and other search engine relevance overnight. It’s going to take time to get back to the various Marketing blog rankings put forth by Technorati, Viral Garden, Power 150, etc. I am just going to have to be patient and let technology do its thing. Grrrr.

That being said, Buzz Canuck‘s Sean Moffitt may just have tossed the (new) BrandBuilder blog its first bone by including me in his Ryder Cup of Word-of-Mouth, Buzz, and Viral dream team:

With the advent of golf’s best entertainment showcase about to take place, I thought I would provide the WOM version of the famed Ryder Cup tournament.

Why not pit the top 36 bloggers from the USA that speak on the subject of word of mouth, viral, buzz, influence and the engaging brand against the top 36 international bloggers that muse on the same subject?

Unlike some of the social media- and tech dedicated marketing and media bloggers, these broad-minded bloggers and company heads (below) have distinguished themselves by helping visitors understand how ideas spread, online and offline, through a range of different strategies and tactics and each recognizes the importance of having brands getting noticed, talked about and advocated in a 2.0 world. In my opinion, they are much closer to explaining the purpose and benefits of a range of new media, web 2.0, co-creation, social networks and other web, cultural and social phenomenon.

For my social media appetite, they are also among the best at understanding the art and science of buzz, not getting too hung up on the Silicon Valley gossip, the backslapping self-promotion (with the race exception), the technology minutiae, the journalistic ethic or political meaning behind peer-generated ideas, content and advocacy.

To my knowledge, no one has yet built the all star list of word of mouth savvy blogs – too often our best are muddled with overarching marketing categories (The Power 150) or not fully descriptive, catch-all social media lists. So here is my list, I’ve visited and read them all – my apologies to some of the non-english speaking International squad (there are limits to my comprehension even with pictures) and to some inevitable oversights.

To see my name next to such industry thought leaders like Jackie Huba and Ben McConnell, Andy Sernovitz, Sam Decker, Joseph Jaffe, John Moore, Mack Collier, Tom Asacker, Corante and Marketing 2.0’s very own Francois Gossieaux, and fellow Greenville resident and favorite sparring partner Spike Jones – to name but a few – is pretty humbling. I am very honored.

Check the whole list here. It’s pretty solid.

Segue:Imagine what would happen if you put us all in one room? Seriously. One firm. One think tank. One agency. All of us there. We could be like The Justice League of the Marketing world. Scary.

I definitely raise my glass to Sean Moffitt’s 100% non-scientific method for generating the list. Well played, sir. Well played. Thanks for marking the start of my return to “the lists.” (The check’s in the mail, buddy.)

Have a great, internet fame filled day, everyone! 😉

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Adding to New Year’s Eve conversation about Switzerland’s contributions to the world (chocolate, cheese, army knives, politeness, neutrality, precision watches, banks, cuckoo clocks, radar-cheating bicycles, ball bearings, possibly the world’s largest naval force for a landlocked nation and the ubiquitous Ricola cough drops… but strangely no beer of any kind) here now is Geneva-based Covalence’s Ethical Ranking for 2007:

If you aren’t familiar with Covalence’s ER report, it is extremely Swiss in both concept and execution. From their own press release:
Twenty multinational companies are analyzed in ten major sectors; the top ten performing companies are ranked in each category: Best EthicalQuote Score (positive minus negative news, cumulated from 2002 to 2007), Best Ethical Progress (positive minus negative news, cumulated from January to December 2007) and Best Reported Performance (positive news only, cumulated from January to December 2007).

Best EthicalQuote Score and Best EthicalQuote Progress are given by confronting positive and negative news. Best Reported Performance is calculated by quantifying positive news only – it shows how companies report on their ethical performance without considering criticisms and demands. Some companies being highly targeted by activists have a low EthicalQuote Score while at the same time ranking high in terms of Reported Performance. We can assume that “ethical demands” (negative news i.e. stakeholder issues, campaigns, expectations) stimulate “ethical offers” (positive news i.e. initiatives, reporting, communication by companies).

Environmental Impact of Production, Eco Innovative Product, Waste Management and Anticorruption Policy were all hot topics this year, while Social Impact, Social Sponsorship, Labour Standards and Human Rights Policy – hot topics in the past – started their slow march into relative oblivion.

The report is pretty thorough. here are some of the highlights:

Starbucks, Toyota, Intel, DELL, Hewlett-Packard were among the top 10 across all industries in the Best Ethical Score category.

Best Ethical Quote Progress across all categories counted Toyota, IBM, DELL, Walmart. Hewlett Packard, Intel, Honda and Dupont among its Top 10.

Best Reported Performance (again across all categories) counted WalMart, Coca Cola, Toyota, IBM, DELL, Ford and BP among its Top 10.
Toyota was the clear winner in the automotive category, followed by Ford and Honda.

HSBC was the global winner in the banking category, followed by Citigroup, Bank of America, and ABN AMRO.

In the Chemicals category, BASF and Dupont shared top honors, followed closely by Dow Chemicals, Bayer, and Air Products.

I was surprised to see that the Entertainment category did not include Sheryl O’Sullivan (from my 8th grade art class), but whatever. We’re dealing with swiss precision here, so who am I to question the results. Top honors in that category went to Philips Electronics, Sony Corp, and none other than McDonald’s. (No, I am not kidding.) LG, Nintendo, Sharp, and Pioneer were on the list, but Micky Dee’s beat them out. It can’t be the McToys that come with my Happy Meals, so I must have once again underestimated Ronald McDonald’s entertainment superpowers.

Either that or the Hamburglar snuck into Covalence’s HQ and altered the results.

God bless the Swiss.

Food and Beverage crowned Unilever, Coca Cola and Starbucks as the overlords of culinary brands. Other winners: Nestle, Danone, Kellogg, SAB Miller, Kraft Foods, Heinz and Cadbury. (Nope, no Sony or XBox. Go figure.) McDonald’s would have probably won that one if it hadn’t already been one of the winners in the entertainment category.

Mining and Metals: Alcoa and Rio Tinto kicked more ass than Xstrada, Nippon Steel and Gold Fields, which is pretty cool. I would love to be able to say “In 2007, we kicked more ass than Gold Fields!” If I worled for Alcoa, I would say that to at least one random person every day.

Oil & Gas saw BP, Suncor Energy, Chevron and Petrobras beat out everyone else.

Pharmaceuticals and biotech: GlaxoSmithKline ruled supreme across all three scores, followed by J&J, Abbott, and Bristol Myers Squibb. (Sorry Pfizer. At least you made the list.)

Retailers: (Drumroll…) Marks & Spencer shared the top spot with WalMart. Home Depot was 3rd, followed by Gap, Tesco and Carrefour. Best Buy and Target made the list. (Whew.)

Technology Hardware: HP, IBM, Intel and DELL beat out Nokia, Siemens, Ericsson, Apple, Sun Microsystems, Motorola and Xerox.
Again, to understand the way this study is compiled:

Covalence’ s ethical quotation system is a reputation index based on quantifying qualitative data, which are classified according to 45 criteria such as Labour standards, Waste management, Product social utility or Human rights policy. It is a barometer of how multinationals are perceived in the ethical field.

The system integrates thousands of documents found among media, enterprise, NGO and other sources, for producing the EthicalQuote curves. These curves measure the historical evolution of the reputation of companies regarding ethical issues. They are created through the cumulative addition of positive news (documents coded as “ethical offers”, which are weighed as +1, curve ascends) and negative news (“ethical demands” weighed as -1, curve descends). The Reported Performance measure is given by cumulating positive news only.

Have a great New year, everyone. 🙂

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