Social Media Shakedown of Top Brands in December 2013
32
analyzed by Social Media Shakedown of Top Brands in December 2013
-
Upload
unmetric -
Category
Social Media
-
view
3.744 -
download
1
Transcript of Social Media Shakedown of Top Brands in December 2013
analyzed by
Social Media Shakedown of Top Brands in December 2013
The Unmetric Platform
Unmetric monitors over 10,000 brands
across 30 sectors and geographies.
We analyze data from:
Some of our clients across the globe:
SO
ANALYSIS OF
BRANDS ON FACEBOOK
Fans, Conversations, Engagement, Campaigns, etc...
December 2013
Brands that Gained the Most New Fans
Added more than 5.6 Million Fans
5,695,591
2,205,709 2,145,444 2,140,974
1,694,726
1,274,053 1,084,451
959,152 932,583 849,204
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
Doritos NIVEA Pepsi Facebook Coca-Cola Turkish
Airlines
Keurig Western
Digital
Samsung
Mobile
Cornetto
232%
198.30% 187.80% 183.60% 179.30%
156.40% 154.60% 145.80%
124.30% 122.90%
0%
50%
100%
150%
200%
250%
Pulsar
Watches
Molina
Healthcare
Microsoft for
Work
Elements
Therapeutic
Massage
Utz Snacks OZY American
Heritage
Chocolate
Dubble
Bubble
Bubble Gum
Turkish
Airlines USA
The Neat
Company
Brands with the Highest Fan Growth Rate
experienced an impressive fan growth rate of 232%
December 2013
Sector Leaders in the United States (Based on the Unmetric Score for Facebook)
Sector Brand
Automotive
Aviation
Banking
Beverages – Alcohol
Consumer Electronics
Sector Brand
Food & Beverages
Hospitality
Insurance
Luxury
Home Appliances
December 2013
Sector Leaders in the United States (Based on the Unmetric Score for Facebook)
Sector Brand
Home Care
Mobile & Handhelds
Personal Care
Restaurant & Cafe
Retail
Sector Brand
Retail Chains
Sports
Technology
Telecom Services
Travel
December 2013
A Closer Look at Selected Top
Brands
Reese’s – Fan Engagement In December, Reese’s posted lots of updates with recipes featuring Reese’s Peanut Butter Cups, and
these posts engaged well with their fans. As a result, Reese’s garnered an average engagement score of 184, which was more than 5 times the sector average of 34.
Mary Kay – Gorgeous Greeting Giveaway Mary Kay ran the ‘Gorgeous Greeting Giveaway’ contest in December asking its fans to comment for
a chance to win a Mary Kay product. The posts around the giveaway generated lots of buzz for the brand.
The Gorgeous Greeting Giveaway posts received an average engagement score of 334, whereas the
brand’s overall average engagement score was just 276.
Mary Kay’s average engagement score for December was more than 9 times the sector
average.
Walmart – Content Strategy
Out of Walmart’s 210 Admin posts on its Facebook page in December, the posts around ‘Questions to Fans’ engaged the best with its fans whereas the brand focused on posting more Store-specific updates.
Posts that contained videos engaged the best but the posts that contained Photos were the most
common type posts by Walmart
SO
ANALYSIS OF
BRANDS ON TWITTER
Followers, Customer Service Metrics, Campaigns, etc...
873,934
696,836
595,570 563,873 551,621
530,855
402,627 390,569 352,770
275,712
-
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
1,000,000
YouTube Vine Samsung
Mobile
Instagram Twitter CNN
Breaking
News
ESPN Android Ellen
DeGeneres
Google Play
added 874K new Followers on Twitter
December 2013
Brands that Gained the Most New Followers
Brands that Tweeted the Most
December 2013
News brands have been the most prolific tweeters
6,503
2,848 2,752 2,745 2,519 2,411
2,192 2,104 1,991 1,985
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Huffington
Post
NBC10
Philadelphia
The Boston
Globe
Slate NBC Los
Angeles
The
Guardian
WCPO The
Associated
Press
E! Online Forbes
Sector Leaders in the United States (Based on the Unmetric Score for Twitter)
Sector Brand
Automotive
Aviation
Banking
Beverages – Alcohol
Consumer Electronics
Sector Brand
Food & Beverages
Hospitality
Insurance
Luxury
Home Appliances
December 2013
Sector Leaders in the United States (Based on the Unmetric Score for Twitter)
Sector Brand
Home Care
Mobile & Handhelds
Personal Care
Restaurant & Cafe
Retail
Sector Brand
Retail Chains
Sports
Technology
Telecom Services
Travel
December 2013
SO
A Closer Look at Selected Top
Brands
Keurig - #TwelveDaysOfKeurig Keurig celebrated the holidays with the ‘Twelve Days of Keurig’ Campaign and gave away one gift per day between December 1st and 12th. The campaign engaged best with its followers and the hashtag #TwelveDaysOfKeurig was
the most engaging hashtag with an engagement score of 758.
Keurig’s average engagement score peaked between December 1st and 12th.
Keurig’s overall Twitter average engagement score was 380 in December, while the Home
Appliance sector average was just 137.
Michael Kors - #StyleTip Michael Kors’ ‘Style Tips’ tweets generated lots of buzz for the brand in December and #StyleTip was one of the
most engaging hashtags for the brand with an engagement score of 258
#StyleTip was the most used hashtag by the brand and its followers.
McDonalds - #winatmcds McDonalds gave away Xbox One consoles in a Twitter contest between December 3rd and 23rd . The contest
generated lots of buzz for the brand on Twitter in December. #winatmcds was tweeted more than 7,200 times by its followers.
The number of tweets with the hashtags #winatmcds and #xboxone peaked when the
contest was announced on December 3rd.
Victoria’s Secret – #vsfashionshow Victoria’s Secret did a live coverage of the VS Fashion Show on CBS on the 10th December and also ran a Twitter
contest along with it. Tweets around the VS Fashion Show engaged the best with its followers. The overall average engagement score for the brand was 259, which is 3 times the sector average of 84.
The number of mentions of @VictoriasSecret and the hashtag #vsfashionshow peaked on the 10th December, when the VS Fashion went live on TV.
SO
ANALYSIS OF
BRANDS ON YOUTUBE
Views, Shares, Uploads, Top Video, etc...
138,680,909
117,367,038
87,227,768
79,285,840 72,767,535
62,879,584
53,460,184 46,516,849
43,471,018 42,990,926
-
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
160,000,000
Brands with the Most New Views
added an incredible 138 million views mostly from a single video
December 2013
Top Videos of the Month
December 2013
Turkish Airlines – Kobe Vs Messi: Selfie Shootout
WestJet Christmas Miracle: real-time giving Amazon – Prime Air
YouTube Rewind – What Does 2013 Say?
Sector Leaders in the United States (Based on the Unmetric Score for YouTube)
Sector Brand
Automotive
Aviation
Banking
Beverages – Alcohol
Consumer Electronics
Sector Brand
Food & Beverages
Hospitality
Insurance
Luxury
Home Appliances
December 2013
(Based on the Unmetric Score for YouTube)
Sector Brand
Home Care
Mobile & Handhelds
Personal Care
Restaurant & Cafe
Retail
Sector Brand
Retail Chains
Sports
Technology
Telecom Services
Travel
December 2013
Sector Leaders in the United States
SO
A Closer Look at Selected Top
Brands
Turkish Airlines – Kobe Vs Messi: Selfie Shootout
Video Views Growth Turkish Airlines’ video on the ‘Selfie Shootout’ between Kobe and Messi was the most watched brand video in
December with more than 135 million views.
YouTube Rewind: What Does 2013 Say?
Video Views Growth YouTube’s mashup of popular moment of 2013 garnered more than 72 million views in December.
WestJet’s Christmas Miracle video was the most viewed video on its channel in December with more than 34
million views
Video Views Growth
WestJet Christmas Miracle: real-time giving
Amazon Prime Air
Video Views Growth The video on Amazon’s new delivery system ‘Prime Air’ was viewed more than 13 million times in December.
Unmetric works with leading brands and agencies to help them establish benchmarks for their social media teams and social media campaigns. The data provided by the Unmetric (SaaS) platform is instrumental in facilitating understanding and driving down costs by creating more efficient social media teams.
About Unmetric :
THANK YOU
Please contact us at
for more information
