Social Media Shakedown of Top Brands in July 2014

TOP US BRANDS

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unparalleled platform for data analytics and benchmarking your brand’s content marketing

efforts on Facebook, Twitter, YouTube, Instagram, LinkedIn and Pinterest.

We’ve processed more than 100,000,000 pieces of micro-content over the 6 biggest social

networks for 20,000+ brands from 30+ sectors, just for you.

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Some of our Clients:

Crafting content that not only meets business objectives, but also appeals to their

target audiences has become a compelling strategy for brands across social media

platforms. Be it product showcases like Neutrogena’s skin care products for men or

Tony Burch’s pre-fall collection or like how Bacardi and Adidas Football leveraged

the FIFA World Cup, this report helps in understanding how brands are employing

the strategy of increasingly matching business objectives with content that

resonates with their social audiences.

In this report, Unmetric also takes a look at how the social media efforts of each of these brands

paid off, while also offering insights from the best of these sectors.

All data and insights were gathered from the month of July. Look out for August’s report in early

September.

All images in this report are hyperlinked

to their original post but if you want

to find out in detail what brands did to

meet their business objectives

http://bit.ly/ContactUnmetric

All data for the time period: July 1st – 31st 2014

Uncovering the best of the Personal Care Sector

Among the top Personal Care

brands, on an average, 21% of

content posted by admins was ‘brand

related’.

3,457 new posts were written across

the ‘brand walls’ of top brands. That’s

an average of 7.4 posts per day –

per wall!

With the growth rate of 4.6%, Rexona

enjoyed the highest fan growth rate

among the top Personal Care brands.

Among all Personal Care brands from

North America, Pantene North America

talked the most about themselves.

Among the top Personal Care

brands, Dove posted the most ‘non

brand related’ content on their wall.

Among, all Personal Care pages from

North America, Zoom Whitening was

engaging the best with its fans.

To see more comparative data on these brands, send us an email

and we’ll get you started on a free trial of Unmetric.



Uncovering the best of Alcohol Sector

4,007 new posts were written across

the ‘brand walls ‘ of top brands.

That’s an average of 8.6 posts per

day – per wall!

Among all Alcohol brands from North

America, Michelob ULTRA talked the

least about themselves.

With a growth rate of 2.1%, Malibu

Rum enjoyed the highest fan growth

rate among the top Alcohol brands.

Among the top Alcohol brands, Patron

Tequila was engaging the best with

their fans.

Among the top brands, on an

average, 21% of content posted by

admins was ‘brand related’.

Among all Alcohol brands from North

America, Budweiser talked the most

about themselves.




Understanding Selected Top Brands

Neutrogena – #RespectYourFace

Neutrogena’s posts around its skincare product for men resonated well with its fans.

The #RespectYourFace campaign was the most engaging out of the two campaigns

run by Neutrogena in July with an average engagement score of 158.

*Please see the Appendix of this report for a complete

explanation of the Engagement Score.

Bacardi (United States) – Content Strategy

Bacardi (United States) leveraged the FIFA World Cup for its content on its Facebook

page and the posts around the event garnered an average engagement score of 766,

which is more than 4 times the overall average engagement score of 164.

*Please see the Appendix of this report for a complete


https://www.facebook.com/126621570852271/posts/303892943125132


Uncovering the best of the Banking Sector

Among all Banking & Finance Twitter

Accounts from North America,

@therealwfg replies fastest to their

Customers' Tweets.

Among all Banking & Finance Twitter

Accounts from North America,

@mastercard replies slowest to their

Customers' Tweets.

@BarclaycardUS grew its follower-

base faster than all other Banking &

Finance IDs from North America

The average Banking &

Finance Twitter Account from North

America added

1,893 Followers in July.

Of all Tweets across the top 10

brands, 2.4% were Retweets

and 84% were Replies.

11,968 Tweets from the top 10 Twitter

Accounts. That’s an average

of 38.6 Tweets per day - per ID





Uncovering the best of the Restaurant Sector

Among all Restaurant & Cafe Twitter

IDs from North America,

@DominosJamaica replies fastest to

their customers' Tweets.

Among all Restaurant &

Cafe Twitter

IDs from North America,

@SeattlesBestreplies slowest to

their customers' Tweets.

@awrestaurants grew its follower-

base faster than all other Restaurant

& Cafe IDs from North America.

The average Restaurant & Cafe Twitter

ID from North America added 2,447

followers in July.

On an average, the top 10 brands

take 412 minutes to Reply to

Customer Tweets.

23,300 Tweets from the top 10 Twitter

Accounts. That’s an average

of 75.2 Tweets per day - per ID




TD BANK – Customer Service

TD Bank was mindful of its customers’ needs and replied to mentions in an average of

an hour and 15 minutes. The brand also replied to a lager part of mentions than the

average brand from the sector.

The Cheesecake Factory - Hashtag

The Cheesecake factory halved the prices of its slices on National Cheese cake day. Their

38 tweets with the hashtag #NationalCheesecakeDay got them over 14,000 mentions in

return.


Uncovering the best of Retail Sector

With a growth rate of 24%, Adidas

Football enjoyed the highest Growth

Rate in total Video Views among the

Top Retail brands.

With a growth rate of 13%, Adidas

Football enjoyed the highest Growth

Rate in Subscribers among the Top

Retail brands.

With a growth rate of 100%, Vogue

Eyewear grew its View Count faster

than all other Retail brands.

Wayfair.com grew its Subscriber Base

faster than all other Retail brands.

The average Retail YouTube

Channel added 577,793 Views in the

July.





Uncovering the best of Automotive Sector

With a growth rate of 7%, Honda

enjoyed the highest Growth Rate in

total Video Views among the Top

brands in the sector.

With a growth rate of 3.2%, Jaguar

USA enjoyed the highest Growth

Rate in Subscribers.

The average Automotive YouTube

Channel added 483 subscribers. The average Automotive YouTube

channel added 234,512 views in the

last month.

The average length of a video of

Automotive YouTube Channels was

2mins, 19secs




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With the World Cup winding down, Adidas Football uploaded 38 new videos in July,

bringing them an astounding 41,092,336 new views and 54,381 new subscribers.

Adidas Football – Back to Barcelona

https://www.youtube.com/watch?v=nnL_8H22NuA

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Of the four new videos uploaded in June, the most popular video was the “A Villain

Never Rests – Part 5”, continuing their successful #GoodToBeBad campaign.

Jaguar USA – A Villain Never Rests

The automobile

brand had a

growth rate of

3.2%, which

was higher than

the sector

average of

2.6%.

https://www.youtube.com/watch?v=-xmc-hFyWpg







Uncovering the best of the Luxury Sector

With a growth rate of 42%,B&O PLAY

by Bang & Olufsen grew its follower-

base faster than all other

Luxury brands from North America.

With 140 Posts, jfisherjewelry

published the most number of

media among all Luxury brands

from North America.

Among the media posted by brands

in Luxury Sector, the Engagement

Score of photo posts (634) was better

than that of video posts (542).

On an average, the brands in Luxury

Sector from North America,

posted 156 Videos and 3,333 Images.

Among all the photo Posts

by Luxury sector brands from North

America, the Toaster filter type had

the best engagement.

Among all the photo Posts

by Luxury sector brands from North

America, the X-Pro II filter type was

used the most.





Uncovering the best of the F&B Sector

With a growth rate of 140%,Skinny

Cow grew its follower-base faster

than all other Food/Beverage brands

from North America.

With 439 posts, Nudges Dog

Treats published the most number

of media among

all Food/Beverage brands from

North America.

Among the media posted by brands

in Food/Beverage Sector, the

engagement score of photo posts

(771) was better than that of video

posts (682).

On an average, the brands

in Food/Beverage Sector from North

America, posted 136 videos

and 3,076images.

Among all the photo posts

by Food/Beverage sector brands

from North America,

the Brannan filter type had the best

engagement.

Among all the photo posts

by Food/Beverage sector brands

from North America,

the Valencia filter type was used the

most.




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This content piece from Tory Burch that showcases its pre-fall collection received

the highest engagement in the month. The Luxury brand posted 26 content pieces

in the month and received an engagement score* of 748 on this post while it

received an average score of 600 on the rest.

Tory Burch - Content

*Please see the Appendix to this report for a complete


http://instagram.com/p/qOuHpOp3ib/

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Photos performed better than videos for M&M’s. The Food and Beverage brand

was mindful of this and posted more photos than videos.

M&M’s – Content Strategy


Uncovering the best of the Travel/Tourism Sector

With a growth rate of 8.6%, Expedia

enjoyed the highest Follower Growth

Rate among the Top 10 brands in the

sector.

With a growth rate of 11%,

Cheapflights added Pins at the

highest rate among Top 10 Travel &

Tourism brands.

The average Travel & Tourism brand

added 3,053 followers in the last

month.

With a growth rate of 153%,

MrBeaches grew its follower-base

faster than all other Travel & Tourism

brands.

The average Travel & Tourism brand

added 52 pins in the last month.

With a growth rate of 17,300%,

VisitCOS added Pins at a faster rate

than all other Travel & Tourism

brands.





Uncovering the best of Retail Chain Sector

With a growth rate of 70%, Staples

grew its follower-base faster than all

other Retail Chains brands.

With a growth rate of 154%, Target

has added Pins at a faster rate than

all other Retail Chains brands.

The average Retail Chain brand

added 783 followers in July. The average Retail Chains brand

added 160 pins in July.

The average Retail Chains brand

added 783 followers in the last

month.

With a growth rate of 7.7%, Home

Goods added Pins at the highest rate

among the Top brands in the sector.




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The online travel agency is a member of multiple groups, ensuring regular activity

across its profile. Amongst its owned boards, the temporary “Promoted Pins” board

accounted for the most Repins (2,987) for the brand in July.

Expedia

In July, Expedia saw a Repins Growth Rate of 84%, on its Owned

Boards, which was 12x the sector average of 6.5%.

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

pins

http://www.pinterest.com/Expedia/

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The two most popular boards for the brand – “Yoga Inspiration” and “Women’s

Workout Essentials” target the ‘ideal Pinterest user’ , and received higher Growth

Rate of subscribers (3.5%), than the sector average - (1.1%).

Sports Authority

On its owned Boards, Sports Authority had a higher Repins Growth

Rate (7.3%) than the sector average (6.0%)

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

pins

http://www.pinterest.com/sportsauthority/yoga-inspiration/

http://www.pinterest.com/sportsauthority/womens-workout-essentials/

http://www.pinterest.com/sportsauthority/womens-workout-essentials/

https://econsultancy.com/blog/8796-revealing-the-demographics-behind-pinterest-s-usersi.18opvc8wjbfh6w

http://www.pinterest.com/sportsauthority/

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.

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

Engagement Score

Audience Reception Rate = (Fans or Followers) 0.8

Audience Reception Rate

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.

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Social Media Shakedown of Top Brands in July 2014

Social Media

Transcript of Social Media Shakedown of Top Brands in July 2014