Social Media Shakedown of Top Brands in April 2014

TOP US BRANDS ON SOCIAL MEDIA APRIL 2014

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We provide not-so-obvious competitive

intelligence on over 17,000 brands across 30

sectors … so you know who is outsocializing

who. And how.

We understand that while companies have

always needed competitive intelligence, it’s

never been easy to come by. The modern

digital media landscape gives marketers the

potential to study their campaign spends,

activity and decide on future spends much

more rationally than ever before.

Some of our clients

It would be a fallacy to say that social media’s job is limited to one particular

role. The truth is social media can help a brand achieve a wide range of

objectives, it just needs to be leveraged with clear goals. This report brings

together a wide variety of brands from across sectors that are looking beyond

the obvious to make their social media efforts work harder to achieve more.

Whether it’s a HR issue for Microsoft, a customer education program from

Zurich Insurance Company or a product tour from American Airlines, you’ll find

14 examples of how brands are using social media as part of their business

objectives.

In addition to these business objectives, you’ll find insights from different

sectors to keep you on top of the best that brands are doing social media.

All data and insights were gathered from the month of April. Look out for May’s

report in early June.

http://bit.ly/1e0vPxd

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their original post but if you want to find out in

detail what brands did to meet their business

objectives, grab your free Unmetric trial here.

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Unlocking brands on

FACEBOOK

All data for the time period: April 1st – 30th, 2014

Uncovering the best of the auto sector

Among the top 15 auto brands, on an average, 77% of content posted by admins was “brand related”.

Among the top 15 auto brands, Dodge Challenger was engaging best with their fans.

Nissan’s Personal Achievement Facebook app was the most used app in the Auto sector.

With a growth rate of 17%, BMW USA enjoyed the highest fan growth rate among the top 15 auto brands.

8,807 new posts were written on the walls of the top 15 auto brands. That’s an average of 19.6 posts per day - per wall!

Among the top 15 auto brands, Chevrolet posted the most “non brand related” content on their wall.

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Uncovering the best of the retail chain sector

Among all Retail Chains pages from North America, Dillard's talked the most about themselves.

Vanity Fair Lingerie grew its fan-base faster than all other Retail Chains pages from North America.

With a growth rate of 3%, IKEA USA had the highest fan growth rate among the top 15 retail brands.

IKEA USA struck a chord with the best engagement among 1,180 posts by the top 15 retail chains.

7,785 new posts were written on the walls of the top 15 retail chain brands. That’s an average of 17.3 posts per day - per wall!

Rue La La’s Shop-All-Day Facebook app was the most used app in the Retail Chains sector.



Understanding Selected

Top Brands

When it comes to providing customer service, Kia Motors America ensures that it responds to over 60% of fan posts – three times more than the average auto brand from North America.

Kia Motors America Leads on Response Rate

Response Rate is a percentage of fan posts on the brand’s wall that the bran responded to. It does not include responses to comments.

JCPenney wanted to capitalize on the prom season so got people to give suggestions on how they would ask someone out to the prom. The best entries received the backing of JCPenney to be turned in to a reality. The campaign was run across Facebook, Twitter and YouTube.

JCPenney - #TheGreatAskOut Campaign

See appendix on how engagement scores are calculated.

201

287

361

Sector Average

JCP Average

#TheGreatAskOut

Engagement…

1

2

1

2

The campaign was 80% more engaging than the sector average and 25% more engaging than JCPenney’s average post.

The most engaging post from the campaign got an engagement score of 555 – 90% more engaging than JCPenney’s average post.

Unlocking brands on

TWITTER


Uncovering the best of the banking sector Of all the tweets of top 15 brands, 7.6% were Retweets and 47% were Replies.

On an average, top 15 brands take 576 minutes to reply to customer tweets.

MasterCard’s #pricelesssurprises was most used hashtag.

Bank of America was the most prolific tweeter with 11,114 tweets.

Among the top 15 brands, on an average, the number of followees is 1.1% of the number of followers.

@CapitalOneSpark grew its follower-base faster than all other Banking and Finance brands.




Uncovering the best of the smartphone sector With the growth rate of 6.1%, HTC USA enjoyed the highest follower growth rate among the top 15 brands

Among the top 15 brands, @SamsungMobile replies the slowest to customer tweets – with an average of 41hrs, 1min, 55secs On an average, top 15 brands take 513 minutes to reply to customer tweets

Taking just 26mins,39secs on an average, @HuaweiDeviceUSA replies fastest to their customer’s tweets

Nokia Care was the most prolific tweeter with 7,268 tweets

Of all tweets across the top 15 brands, 0.81% were Retweets and 93% were Replies



SO


Top Brands

Wells Fargo posted one inspirational quote every week in April and these tweets were the retweeted the most when compared to the other campaigns it has ran this year.

Wells Fargo - #QuoteoftheWeek

Date Range: 1st – 30th April, 2014

Visa posted 6 tweets with the hashtag #Everywhere which engaged the best with its followers. #Everywhere was used 1,497 times by its followers in April.

Visa – Hashtag Analysis


Windows Phone’s tweets about its new personal digital assistant feature, Cortana and the tweets welcoming Nokia employees into Microsoft were the most engaging tweets in April.

Windows Phone – Engaging Campaigns


*Please see the Appendix to this report for a complete explanation of the Engagement score.

Unlocking brands on

YOUTUBE


Uncovering the best of the retail sector The average Retail YouTube Channel from North America added 475 subscribers in April.

The Average length of a video in the Retail sector from North America is 1min 57secs.

The Retail sector from North America saw a subscriber growth of 3.5%, but Adidas Football grew faster than the rest at 9.7% .

The Retail sector from North America saw a video views growth of 4%, but Victoria’s Secret grew faster than the rest at 7.5%.

Barbie had uploaded 103 videos, the most amongst Brands in the Retail sector in April 2014.




Uncovering the best of the aviation sector The average Aviation brand added 151 subscribers on YouTube in April.

The average length of a video in the Aviation sector from North America is 2mins 51secs.

The Aviation sector from North America saw a views growth rate of 2.9%, but JetBlue saw a view growth rate of 19.1% higher than the rest.

The average Aviation YouTube channel from North America added 67,975 views in April.

WestJet uploaded 15 videos, the most in the Aviation sector in April.



SO


Top Brands

This video uploaded by Mattel follows two professionals who work at Barbie and set up a 3-story Dream Townhouse.

Mattel – 3-Story Dream Townhouse


Mattel had a views growth rate of 13.5%, higher than the sector average of 3.4%

In this video, American Airlines gives you a personal tour of the First Class Seat along with a walkthrough of all the features and amenities available.

American Airlines – Airbus First Class Seat


The average length of a video uploaded by American Airlines is 2mins 38seconds. This video is longer at 3mins 6secs.

Alaska Airlines

Date Range: April 1st-30th, 2014

Alaska Airlines saw its subscriber base grow at the rate of 5.7%, which is nearly twice the sector average of 3.2%.

Unlocking brands on

LINKEDIN


Uncovering the best of the insurance sector

57,518. That’s the number of followers added by all Insurance brands from North America.

With a growth rate of 10%, CoOportunity Health grew its follower-base faster than all other Insurance brands from North America. Liberty Mutual Insurance added the most number of career updates (82) among all Insurance brands from North America.

With 68.0 updates, Navigators Insurance Brokers L had the most updates among all Insurance brands from North America.

Aksigorta had the most engaging update in the entire Insurance sector.

With 48 updates, UnitedHealth Group had the most updates among the top 15 Insurance brands.




Uncovering the best of the personal care sector 64,438. That’s the number of followers added by all Personal Care brands from North America.

With a growth rate of 9%, Clarins Group grew its follower-base faster than all other Personal Care brands from North America. Colgate Palmolive added the most number of career updates (9) among all Personal Care brands from North America.

With 34 updates, AlwaysOn had the most updates among all Personal Care brands from North America.

Nerium International had the most engaging update in the entire Personal Care sector.

41,754. That’s the number of followers the top 15 brands from the Personal Care sector added.



SO


Top Brands

Four of six updates in April by Zurich was about cyber risks. In the month, they grew their follower base at a rate 2.5x higher than the average brand from the Insurance sector.

Zurich Insurance Company

Date Range: April 1st-30th, 2014

Despite updating its LinkedIn page only twice in April, Nerium’s posts received an Engagement Score* of 772. The two posts engaged the best in the entire Personal Care sector.

Nerium

*Please see the Appendix to this report for a complete explanation of the Engagement Score.

Both updates from Nerium were themed around the unveiling of a new product. Both received 100 Likes and over 25 Comments.

Unlocking brands on

PINTEREST


Uncovering the best of the food & bev sector

With a growth rate of 198%, StarKist has added pins at a faster rate than all other Food & Beverage brands.

With 164,136 repins, 'Pins We <3' from Pillsbury had the highest number of repins among all the US Food & Beverage brands.

With a growth rate of 66%, NatureBox enjoyed the highest follower growth rate among the Top 15 Food & Beverage brands

The average Food & Beverage brand from North America added 326 followers in April. NatureBox added the highest number of followers.

The average Food & Beverage brand added 63 pins in April. Domino Sugar added the highest number of pins.

With a growth rate of 15%, NatureBox added pins at the highest rate among the Top 15 Food & Beverage brands.




Uncovering the best of the home care sector

With a growth rate of 82%, Tide Laundry Detergent grew its follower-base faster than all other Home Care brands

With a growth rate of 16%, Trex enjoyed the highest follower growth rate among the Top 15 Home Care brands

With a growth rate of 5.8%, Ziploc brand added pins at the highest rate among the Top 15 Home Care brands

With a growth rate of 237%, Tide Laundry Detergent has added pins at a faster rate than all other Home Care brands

The average Home Care brand added 90 pins in April. Pfister Faucets added the highest number of pins

The average Home Care brand added 238 followers in April. Pfister Faucets added the highest number of followers



SO


Top Brands

The brand’s most active owned boards* in April were ‘Bike’ and ‘Snow’. However, it was their ‘Street Art’ board that saw the most Repins, and the highest ratio of Repins per pin

Red Bull

*Owned boards are boards where only the brand has permission to upload pins

From this graph, it is apparent that the social media team at Red Bull is active on their Pinterest once or twice a week. Pinning more often may increase their engagement on the platform.

http://www.pinterest.com/redbull/bike/

http://www.pinterest.com/redbull/snow/

The brand’s Duck Tape and the RDMAs highlight the dress made of Duck Tape that was worn by Radio Disney’ star Maddy at the Radio Disney Music Awards. The board gained 10,540 new followers in the time period analysed.

Duck Brand

The average Home Care brand from North America added 238 followers in the time period analysed. Duck Brand added almost three times that number of followers (838). The brand had a higher growth rate (4.9%) than the median Home Care Pinterest account from North America (3.9%).

http://pinterest.com/theduckbrand/duck-tape-and-the-rdmas/?page=1

Unlocking brands on

INSTAGRAM


Uncovering the best of the luxury sector

With a growth rate of 35%, Bottegaveneta grew its follower-base faster than all other Luxury brands.

On an average, the brands in the Luxury Sector from North America, posted 139 videos and 3,157 images.

Among the media posted by brands in the Luxury Sector, the engagement score of photo posts (682) was better than that of video posts (601).

With 190 posts, brian_atwood published the most number of media among all Luxury brands from North America.

With a growth rate of 25%, Dior Official enjoyed the highest growth rate among the top 15 brands in the Luxury sector.

Among all the photo posts by Luxury sector brands, the Toaster filter type had the best engagement.




Uncovering the best of Instagram With a growth rate of 100%, Traveloregon grew its follower-base faster than all other Travel & Tourism brands

With 128 posts, Discover America published the most number of media among all Travel & Tourism brands

On an average, the brands in Travel & Tourism Sector from North America, posted 45 videos and 886 images.

Among the media posted by brands in Travel & Tourism Sector, the engagement score of photo posts was better than that of video posts

With a growth rate of 100%, Traveloregon enjoyed the highest growth rate among the 15 brands in the Travel & Tourism sector.

Among all the photo posts by Travel & Tourism sector brands, the Skyline filter type had the best engagement.



Top Brands

Dior ran the #DiorBTS campaign of various social network with different themes. The campaign showcased exclusive behind the scene activity from award shows, ad shoots and various other events.

Dior - Behind The Scenes

Dior uploaded five images with the hashtag #DiorBTS. The series showcased Dior’s iconic fragrances. The brand experienced a follower growth rate of 25% in this period.

http://instagram.com/p/nNoVeFJu_z/

Mammoth Mountain took advantage of the hashtag #MammothStories to share interesting stories that happen on location.

Mammoth Stories

*Please see the Appendix to this report for a complete explanation of the Engagement Score.

The brand added 40 updates with the hashtag #MammothStories. These garnered a collective Engagement Score* of 835 which is higher than the average engagement of the brand (829) and of the sector (733).

http://instagram.com/p/nQa2-xywcv/

APPENDIX

The Unmetric Score has two components - the Audience Strength and the Engagement Score. The Audience strength represents the size (share of market, presence) of the brand within the social network, and the Engagement score represents the brand’s engagement with customers (interaction, velocity). These components are built from a number of underlying metrics including (but not limited to) Total Fans, People Talking About, Engagement of brand, Sentiment of posts, Number of Admin Posts, Fan Growth rate for Facebook. These metrics are run through a number of statistical filters (normalizing across the sector, normalizing variances between metrics, outlier filtering, weighted averaging etc) to produce a single benchmarkable score. The number is normalized to give brands a score between 0 and 100. Hypothetically, the best performing brand within the sector is assigned a score of 100. All other brands within the sector are scored relative to this. The scores are unique to each sector and cannot be compared. A score of 80 in the Aviation industry is different from a score of 80 in the Banking industry.

Unmetric Score

Formula Facebook Engagement Score Formula ( No. of Likes + x × No. of Comments + y × No. of Shares ) × 10000 ____________________________________________________________ Audience Reception Rate Twitter Engagement Score Formula ( No. of Favorites + x × No. of Replies + y × No. of Retweets ) × 10000 ____________________________________________________________ Audience Reception Rate LinkedIn Engagement Score Formula ( No. of Likes + x × No. of Comments ) × 10000 ____________________________________________________________ Audience Reception Rate

Engagement is the measure of audience responses to a brand's content and activity on a social network. To calculate the engagement score, we weigh audience interactions on brand content such as Likes, Comments, Shares or Favorites, Replies and Retweets based on their importance. We then divide their weighted sum by our estimate of the number of brand fans and followers who actively receive and view such content.

Engagement Score

The default Unmetric values for x and y are 5 and 10 respectively.

The Audience Reception Rate (ARR) is the Unmetric estimate of the number of brand fans/followers who stand to actively receive and view a brand's content.. The formula you see below calculates the Audience Reception Rate as a function of the number of brand fans/followers raised to a fixed power value of 0.8.

Audience Reception Rate = (Fans or Followers) 0.8

Engagement Score Audience Reception Rate

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Social Media Shakedown of Top Brands in April 2014

Social Media

Transcript of Social Media Shakedown of Top Brands in April 2014