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Infographic: Top 20 Swiss Brands on Facebook

Across the world, Facebook now has more than 600 million active members, 2.3 million of whom are Swiss. The days are over when Facebook was a tool for private correspondence only – today companies are also using the social network for their marketing activities.

Among the most famous Facebook brands worldwide with the largest fan communities are Coca Cola and Starbucks. Increasingly more Swiss brands have discovered the platform and are endeavouring – with varying rates of success – to develop and maintain their brand communities.

Swiss Brands on Facebook

Which Swiss brands are most popular on Facebook? Which Swiss brands have the most fans? Our infographic (see below) shows the Top 20 Swiss brands on Facebook.

Heading the list are internationally oriented brands such as Toblerone, Nescafé and Lindt.  It is noticeable how many brands among the Top 20 are from the food and watch industries. Some of the few exceptions include Tally Weijl, Swiss International Airlines and Logitech. Those who don’t manage to make the Top 20 are brands from the finance and insurance sectors.

Data Collection

The basis for the Top 20 rating is provided by the brands selected by the Swiss brand platform, Schweizer Markenplakat(markenplakat.ch), supplemented by own research. Additional criteria for data collection:

  • Brand must be founded in Switzerland
  • Official Facebook page (page owned by brand)
  • Topicality (brand’s last post maximum one month old)
  • All fans of brands with local national pages (Nescafé, Swatch, Nestlé, Toblerone, Lindt, Logitech and Maggi) are counted together

The date of data collection is 09.02.2011. As all brands in the Top 20 gain new fans every day, with some communities in the Top 20 growing by up to 2.6% a week, the figures change very rapidly.

Strange but true

Some successful Facebook pages from food brands such as Lindor and Maggi are not managed in German or English but in Spanish (Suchard), French (Maggi) or Italian (Lindor). These sites are consequently run by representatives from that region and are not centrally steered.

Less surprising is the fact that certain products of a particular brand often attract more fans than the parent brand. Migros Ice Tea for example (even though it is not a registered brand and not an official Migros Facebook page) reveals – with a community of more than 82,000 fans – more popularity than Migros with about 35,000 fans. It’s a similar situation at the snack company Zweifel Chips, which has fewer fans than its product brand Zweifel Paprika Chips.

Many of the Top 20 brands will continue to retain their leading position in the future. Some however will be overtaken by brands whose communities are still small but could become big in the future. In order to continue to remain popular, all brands must meet the challenge of retaining and gaining new fans through dialogue, contents and campaigns.

Do we do what we want or do we want what we do?

There is general consensus about the development direction of online presences of insurance companies. But… does everything amount to following the trends? What is required to stand out among competitors and be authentic? Think about your strengths – also online.