Social Media Shakedown of Top Brands in May 2014

TOP US BRANDS ON SOCIAL MEDIA MAY 2014

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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 LG launching a new flagship smartphone, Alaska Airlines

reminding people of its roots with localized content or instructional videos on

product usage from Loctite, you’ll find 10 great 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 May. Look out for June’s

report in early July.

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: May 1st – 31st, 2014

Uncovering the best of the banking sector

Among the top 15 banking brands, on an average, 84% of content posted by admins was “brand related”.

Among the top 15 banking brands, Prudential was engaging best with their fans.

Among all Banking & Finance brands, Chase Community Giving talked the most about themselves

With a growth rate of 35%, Western Union enjoyed the highest fan growth rate among the top 15 auto brands.

4,019 new posts were written on the walls of the top 15 banking brands. That’s an average of 8.6 posts per day - per wall!

Among the top 15 banking brands, Visa (United States) posted the most “non brand related” content on their wall.

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Uncovering the best of the mobiles sector

32% of the time, Mobiles & Handhelds brands talked about themselves

Huawei Device grew its fan-base faster than all other Mobiles & Handhelds brands

With a growth rate of 6.3%, Windows Phone had the highest fan growth rate among the top 15 Mobiles & Handhelds brands.

Among the 15 Mobiles & Handhelds brands, BlackBerry talked the least about themselves

Among all the Mobiles & Handhelds brands, Motorola (United States) talked the most among themselves

Among the top 15 Mobiles & Handhelds brands, on an average, 53% of content posted by admins was ‘brand related’



Understanding Selected

Top Brands

Among the top Banking and Finance brands in North America, Prudential leads on fan engagement with an average engagement score of 1,000, which is more than 3 times the sector average of 302.

Prudential Leads on Fan Engagement

See appendix on how engagement scores are calculated.

LG Mobile’s #LGG3 campaign for the launch of its G3 model was the most engaging out of the two campaigns that LG Mobile ran in May. The #LGG3 campaign garnered an average engagement score of 502 against 15 admin posts.

LG Mobile - #LGG3 Campaign

See appendix on how engagement scores are calculated.

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Unlocking brands on

TWITTER

Uncovering the best of the telecom sector Of all the tweets from telecom brands, 97% were replies and 2.5% were proactive tweets.

It takes an average of 4 hours for a telecom company to reply to a tweet.

The average telecom brand saw an engagement score of 78 but Dish got an engagement score of 427.

Verizon has one of the fastest response times in the telecom sector at 14 minutes per tweet.

The average telecom brand grew its follower base by 2.2%, AT&T’s Uverse grew at 21.6%.

The top 15 brands sent over 75,000 tweets in May, AT&T accounted for over 37% of those tweets.




Uncovering the best of the aviation sector

Taking just 9mins, on average, @DeltaAssist replies fastest to customers' Tweets.

Of all Tweets across the aviation sector, 99% were Replies and just under 1% were proactive.

The average aviation brand grew its follower base by 2.1% but Lufthansa USA grew by 4.74%.

The average aviation brand takes 1 hour to reply to a customer tweet.

The average engagement score in the aviation sector was 114 but Alaska Airlines scored 165.

The average follower to followee percentage was 4.8%.




SO


Top Brands

Alaska Airlines bucked the sector trend when it came to engagement on Twitter, with the 30 day average almost twice the sector average by the end of the month.

Alaska Airlines Sees Engagement Soar

Date Range: 1st – 31st May, 2014

Tweets like this resonated well with the community and helped Alaska Airlines be the most engaging airline in the US in May.

https://twitter.com/AlaskaAir/status/467300489751580672

AT&T’s customer care Twitter account actually responded to more tweets than there were mentions as its team seeked out people having problems but weren’t directing themselves to AT&T. 58% of tweets were replied to within 60 minutes.

AT&T Serious About Customer Care


Unlocking brands on

YOUTUBE


Uncovering the best of the home care sector

The average Home Care YouTube Channel from North America added 117 subscribers in May.

The Average length of a video in the Home Care sector from North America is 1min 49secs.

The Home Care sector from North America saw a subscriber growth of 5.1%, but Loctite grew faster than the rest at 19.4% .

The Home Care sector from North America saw a video views growth of 12%, but Locitite grew faster than the rest at 49%.

Loctite has uploaded 8 videos, the most amongst Brands in the Home Care sector in May 2014.




The average Food & Beverage brand added 946 subscribers on YouTube in May.

The average length of a video in the Food & Beverage sector from North America is 2mins 30secs.

The Food & Beverage sector from North America saw a views growth rate of 7.3%, but JetBlue saw a view growth rate of 19% higher than the rest.

The average Food & Beverage YouTube channel from North America added 764,423 views in May.

RedBull uploaded 61 videos, the most in the Food & Beverage sector in May.


Uncovering the best of the food & bev sector


SO


Top Brands

Loctite posts instructional videos as well as commercials laced with humor to keep people watching and coming back for more.

Loctite – Funny Videos Drive Views


Loctite has the most average views per video.

Red Bull doesn’t have an attention problem with its fans; its videos are some of the longest in the industry if not the longest of any brand. People will watch and share the content if it holds their attention the entire time.

Red Bull Goes Long To Engage Audiences


The average length of a video uploaded by Red Bull is 4mins 33seconds. This video is longer at 10mins 32secs.

Unlocking brands on

PINTEREST


Uncovering the best of the retail sector

With a growth rate of 4.6%, Free People enjoyed the highest Follower Growth Rate among the Top 5 Retail brands.

With a growth rate of 18%, lululemon added Pins at the highest rate among the Top 5 Retail brands.

With a growth rate of 104%, Adidas Gymnastics has added Pins at a faster rate than all other Retail brands.

With a growth rate of 36%, Talbots Charm grew its follower-base faster than all other Retail brands.

The average Retail brand added 148 pins in the last month. Farfetch added the highest number of Pins.

The average Retail brand added 627 followers in the last month. JustFab added the highest number of Followers.



All data for the time period: May1st – 31st, 2014

With a growth rate of 3.8%, Tiffany & Co. enjoyed the highest follower growth rate among the Top 5 Luxury brands.

The average Luxury brand added 63 pins in the last month. Kleinfeld Bridal added the highest number of Pins.

With a growth rate of 32%, Forevermark has added Pins at a faster rate than all other Luxury brands.

With a growth rate of 3.4%, Tiffany & Co. added Pins at the highest rate among the Top 5 Luxury brands.

With a growth rate of 16%, Citizen Eco-Drive US grew its follower-base faster than all other Luxury brands.

The average Luxury brand added 375 followers in the last month. Kleinfeld Bridal added the highest number of Followers.

Uncovering the best of the luxury sector



SO


Top Brands

By being consistent with its pinning, Free People experienced a higher pin growth rate, and a higher follower growth rate than the average Retail brand on Pinterest.

Free People

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

Free People’s repins also had a higher growth rate (11%) than that of the average Retail Pinterest account from North America (3.9%)

http://www.pinterest.com/freepeople/

Tory Burch added more pins that the average Luxury brand, with the majority of these pins on their Spring-Summer2014 board.

Tory Burch

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

All of the brand’s boards were related in some way to their products or to the brand itself. This content engaged well with their audience as the brand had a higher repin growth rate than the average Luxury Pinterest account from North America

http://www.pinterest.com/ToryBurch/spring-summer-2014/



Unlocking brands on

INSTAGRAM

Uncovering the best of the electronics sector

With a growth rate of 136%,Kinect for Xbox 360 grew its follower-base faster than all other Consumer Electronics brands.

With a growth rate of 11%, Nintendo enjoyed the highest follower growth rate among the Top 5 Consumer Electronics.

Among all the photo posts Top 5 Consumer Electronics brands, the Amaro filter type had the best engagement.

With 31 posts, GoPro published the most among the Top 5 Consumer Electronics brands.

Among the media posted by brands in Consumer Electronics Sector, the engagement score of photo posts (950) was better than that of video posts (803).

With 181 posts, Vic Firth published the most number of media among all Consumer Electronics brands.




Uncovering the best of the auto sector

With a growth rate of 14%, Porsche enjoyed the highest Follower Growth Rate among the Top 5 Automotive brands.

With 157 Posts, Mercedes-Benz published the most among the Top 5 Automotive brands.

With 170 Posts, Mercedes-Benz USA published the most number of media among all Automotive brands.

With a growth rate of 55%, Turtlewax grew its follower-base faster than all other Automotive brands.

Among the media posted by brands in Automotive Sector, the Engagement Score of photo posts (854) was better than that of video posts (758).

Among all the photo Posts by the Top 5 Automotive brands, the Valencia filter type had the best engagement.




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

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

GoPro highlighted their products with a ‘Photo of the Day’ campaign. The campaign showcased user uploaded content that the brand reposted with the hashtag #GoPro.

GoPro - #gopro

This photo garnered our highest engagement score of 1000, which is higher than the engagement score of the brand (985), and of the average Consumer Electronics Instagram Account (993).

Mercedez Benz encouraged fan engagement by reposting photos from fans and tagging them with the #mbfanphoto hashtag. The 30 updates collectively garnered an Engagement Score* of 914 which is higher than the average engagement of the brand (882).

Mercedez Benz - #mbfanphoto

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

This post received the highest engagement of the campaign, as well as for the brand.

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 May 2014

Social Media

Transcript of Social Media Shakedown of Top Brands in May 2014