Social Media Shakedown of Top Brands in November 2013
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Transcript of Social Media Shakedown of Top Brands in November 2013
analyzed by
Social Media Shakedown of Top Brands in November 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...
9,980,197
6,637,150
4,105,475
2,282,361
1,590,696 1,568,937 1,562,244 1,497,333 1,458,267 1,264,443
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
Facebook Country
Outfitter
The Daily
Show
Christian
Louboutin
Knorr Viber Coca-Cola Playboy Walt Disney
Studios
Samsung
Mobile
November 2013
Brands that Gained the Most New Fans
Added more than 9.9 Million Fans
592%
499%
468%
359%
326%
271% 245%
191% 175% 171%
0%
100%
200%
300%
400%
500%
600%
700%
Philips TV DAVID SeedsONE Coconut
Water
ETS Global M&T Bank FLOWER
Beauty
Papa's Pilar Geometry
Global
American
Heritage
Chocolate
Personal
Creations
Brands with the Highest Fan Growth Rate
experienced an impressive fan growth rate of 592%
November 2013
Most Engaging Posts Across All Sectors
November 2013
Engagement Score: 9.149 Engagement Score: 8,168
Engagement Score: 6,838 Engagement Score: 6,438
Sector Leaders in the United States (Based on the Unmetric Score for Facebook)
Sector Brand
Automotive
Aviation
Banking
Beverages – Alcohol
Consumer Electronics
Sector Brand
Education
Food & Beverages
Hospitality
Insurance
Luxury
November 2013
Sector Leaders in the United States (Based on the Unmetric Score for Facebook)
Sector Brand
Television
Mobile & Handhelds
Personal Care
Restaurant & Cafe
Retail
Sector Brand
Retail Chains
Sports
Technology
Telecom Services
Travel
November 2013
A Closer Look at Selected Top
Brands
Michael Kors – Content Strategy Michael Kors focused its Facebook content strategy on posting updates about its products and these
updates engaged well with its fans.
Michael Kors saw an average engagement score of 280, which is almost three times the
sector average of 100.
T-Mobile – #HintHint T-Mobile’s #HintHint campaign, which asks its fans to create and share their wish list for a
chance to win a $1,750 T-Mobile promotional card, engaged the best with its fans on Facebook in November.
The number of fans talking about the brand peaked when the posts about the #HintHint
campaign was posted.
As a result, T-Mobile garnered an overall average engagement score of 153, which is 4 times the
sector average of 38.
Aéropostale – #WishForIt Aéropostale asked its fans to use the hashtag #WishForIt to post what they are wishing for and the brand
granted one wish every day. These posts generated lots of buzz for the brand in November.
The #WishForIt related posts engaged better with an average engagement score of 134 against 36 posts, whereas the overall average engagement
score for the brand was just 106.
Aéropostale’s average engagement score in November was 106, which was more than 3 times the sector average of 33.
SO
ANALYSIS OF
BRANDS ON TWITTER
Followers, Customer Service Metrics, Campaigns, etc...
added 1.3 million new Followers on Twitter
November 2013
Brands that Gained the Most New Followers
1,307,997
1,219,982
806,176
602,194 546,095
487,180 452,123
419,364 394,978 394,005
-
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
YouTube Twitter Instagram Ellen
DeGeneres
Samsung
Mobile
CNN
Breaking
News
Android Starbucks
Coffee
Facebook CHANEL
Brands that Tweeted the Most
November 2013
News brands have been the most prolific tweeters
7,622
3,367
2,821 2,784 2,685 2,340 2,302 2,284 2,132 2,089
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
Huffington
Post
Business
Insider
NBC10
Philadelphia
The Boston
Globe
Slate Al Jazeera
English
TheStreet 7NEWS
Denver
Channel
WCPO
Cincinnati
NBC Los
Angeles
Sector Leaders in the United States (Based on the Unmetric Score for Twitter)
Sector Brand
Automotive
Aviation
Banking
Beverages – Alcohol
Consumer Electronics
Sector Brand
Education
Food & Beverages
Hospitality
Insurance
Luxury
November 2013
Sector Leaders in the United States (Based on the Unmetric Score for Twitter)
Sector Brand
Television
Mobile & Handhelds
Personal Care
Restaurant & Cafe
Retail
Sector Brand
Retail Chains
Sports
Technology
Telecom Services
Travel
November 2013
SO
A Closer Look at Selected Top
Brands
Audi - #WantAnR8 Audi ran a Twitter contest in November asking fans to create their own love letters to the R8 model using footage and music provided by the brand. All for the chance to drive an R8 for a day. Tweets around the contest engaged
the best with its followers.
#WantAnR8 became the most used hashtag by the brand and its followers and the hashtag saw
an engagement score of 364.
Whole Foods Market - #WFMHoliday Whole Foods Market used #WFMHoliday to promoted its ‘Holiday Cheat Sheet’ microsite which consists of
holiday tips, tricks and recipes. These tweets engaged the best with its followers in November.
#WFMHoliday was the most used hashtag. It was used 391 times by the
brand and 3,743 times by its followers.
New York Life - #KeepGoodGoing Holiday Chat New York Life and Shorty Awards conducted a #KeepGoodGoing Holiday Twitter chat on the 25th November and gave
away three $100 Target gift cards at random during the chat. Tweets around the chat generated lots of buzz for the brand.
The mentions of @NewYorkLife peaked on the 25th November – the day of #KeepGoodGoing
Twitter chat
#KeepGoodGoing was the most used by the brand and its followers. It was also the most engaging
hashtag for the brand with an engagement score of 132.
Walt Disney World – #VeryMerry Christmas Party Walt Disney World ran the ‘Mickey’s Very Merry Christmas Party Tweet and Win’ sweepstakes between 4th and the
7th November. #VeryMerry was the most used and most engaging hashtag for the brand in November.
Usage of the hashtag, #VeryMerry peaked during the sweepstakes’ entry period with more
than 4,000 mentions on the 4th November.
Tweets around Mickey’s Very Merry Christmas party sweepstakes saw high engagement with an
average engagement score of 489.
American Airlines – Customer Service American Airlines replied to an astounding 30,474 customer queries on Twitter within a jaw-dropping average
response time of 12 minutes in November.
American Airlines replied to the most number of queries in the shortest time
when compared to the other top US airlines.
American Airlines responded to 76.5% of the mentions which is
more than twice the sector average of 34%
SO
ANALYSIS OF
BRANDS ON YOUTUBE
Views, Shares, Uploads, Top Video, etc...
83,299,053
75,340,262
69,169,053
57,662,918 53,322,209
50,784,293 50,400,494
43,474,897
33,197,887
28,748,369
-
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
80,000,000
90,000,000
Brands with the Most New Views
added an incredible 83 million views
November 2013
Top Videos of the Month
November 2013
Volvo Trucks – The Epic Split feat. Van Damme
Kmart – Show Your Joe John Lewis – The Bear & The Hare
Louis Vuitton – L ’Invitation au Voyage
Sector Leaders in the United States (Based on the Unmetric Score for YouTube)
Sector Brand
Automotive
Aviation
Banking
Beverages – Alcohol
Consumer Electronics
Sector Brand
Education
Food & Beverages
Hospitality
Insurance
Luxury
November 2013
(Based on the Unmetric Score for YouTube)
Sector Brand
Television
Mobile & Handhelds
Personal Care
Restaurant & Cafe
Retail
Sector Brand
Retail Chains
Sports
Technology
Telecom Services
Travel
November 2013
Sector Leaders in the United States
SO
A Closer Look at Selected Top
Brands
Volvo Trucks – The Epic Split feat. Van Damme
Video Views Growth Volvo Trucks’ video featuring Van Damme doing the epic split garnered more than 55 million views within just 15
days of its release to become the top brand video in November.
Louis Vuitton – L ’Invitation au Voyage
Video Views Growth Louis Vuitton’s ‘L’ Invitation au Voyage’ video was the most watched video on its channel in November with
more than 33 million views.
Kmart’s ‘Show Your Joe’ garnered more than 15 million views to become the top video on its channel in
November.
Video Views Growth
Kmart – Show Your Joe
John Lewis – The Bear & The Hare
Video Views Growth John Lewis’ Christmas advert ‘The Bear & The Hare’ was the most watched videos on its channel in November
with more than 9 million views.
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.
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