UberVU Q3 Leading Social Brand Report

The top brands in Social Media, from the Q3 uberVU Leading Social Brand ReportInsights from the top brands in social media.

Your Presenters:

Leo Kivijarv, Ph.D.VP ResearchPQ Media, Inc.

pqmedia.com

Gregg PoulinCMO

@greggpoulinubervu.com

Housekeeping Notes:

Interact!Use the hashtag #SmarterSocial

UpdateFollow us on twitter for ongoing updates: @ubervu

Questions?Submit questions anytime - time permitting, answers will be at the end

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Topics for Today:

Key social media facts

Insights from the uberVU Leading Social Brand Report

Learnings from Apple, Samsung, Coca-Cola

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BIG and Noisy. Hard to be top-of-mind. Lots of Competition.

Social Media Facts

400Mtweets/day

1B+posts/day

3B+searches/day

48 Hoursvideo/min

28%share of all adsserved online

12 to 18months sharing 2X

every

5M+images/day

5B+imp/day

1M+groups

but only a few actually use social to drive business resultsBusiness know social listening is important

4/5**Approximately 80% of marketers actively involved in their company’s

social media strategy report “listening” as an existing goal however only 15% are actively using social media to generate leads or sales according to a recent study

Companies “listen” to social media15%

Companies use social media to generate leads

340Mtweets/day

1B+posts/day

Dataother sources

Company

Competitors

Market

Marketers need to work smarter, faster, and deliver business results.

Actionable Insights Made Simple

3rd Quarter 2012

uberVU Leading Social Brand Report™The First Source for Leading Brand Social Media

Audience Measurement by Product Category

Prepared by PQ Media

November 22, 2012

uberVU Leading Social Brand Report™Key Performance Indicators, Terms, and Brands

& Product Categories

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“Nothing approaches the definitive metric for social media.. yet you must have a way to track progress and hold marketers

accountable. That’s nonnegotiable.”- McKinsey -

Key Performance Indicators (KPIs)

Index ValueFor each KPI Index an average is determined and assigned a value of 100. Brands and

categories that over-perform the average generate a value greater than 100, while those that under-perform the KPI average have a value of less than 100. For example, if category Mentions average 1,000,000, a brand with 1,500,000 Mentions over-indexes at 150, whereas another brand with 500,000 Mentions under-indexes at 50.

SBDISocial Brand Development Index compares individual brand performance to its product

category average.

SCDISocial Category Development Index compares individual category performance to the Top

10 Category average.

TBDITop Brand Development Index compares individual brand performance to the Top 100

Brands average.

www.pqmedia.com4

TermsSocial MediaInteractive dialogue among individuals using web and mobile technology platforms, e.g. Twitter,

Facebook, LinkedIn etc.

MentionsHow many times a specific keyword or keyword phrase has been mentioned in social media

during a one month period on the dozens of platforms tracked by uberVU.

IMPsuberVU Impressions, or reach of socially published content, uses advanced statistical algorithms

that take into account many variables (time people post, how many RTs/comments they get, duplicate followers, etc.) to estimate how many people saw a brand mention.

SentimentWhether the tone of a social media conversation is negative, positive or neutral.

SOVShare-of-Voice is the number of social media mentions by individual category or brand vs. all

other categories or competing brands, presented as a percentage.

www.pqmedia.com5

Top 10 Product Categories

Top 10 Product CategoriesDerived by PQ Media from Fortune 500, Fortune Global 500, BrandZ, J.D. Power and Kantar based on

aggregate sales and marketing budgets of leading brands within the category.

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• Automakers• Beverages• Consumer Technology• Financial• Household Products

• Insurance• Personal Care• Pharmaceuticals• Restaurants• Retail

Top 100 BrandsTop 100 BrandsDerived by PQ Media from Fortune 500, Fortune Global 500, BrandZ, J.D. Power and Kantar based on

the brand's sales, marketing budget and brand's reputation in the U.S. and global marketplace.

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• Abilify• Actos• Advair• Allstate• Ally Financial • Amazon • American Express• American Family • Apple • Applebee's• AT&T • Bank of America • Best Buy • BMW • Burger King • Capital One • Charmin • Chrysler • Citigroup • Clorox

• Coke • Cover Girl • Crest • Crestor • Dasani • Discover • Dove • Dr Pepper • Dunkin' Donuts • Duracell • Energizer • Epogen • Facebook • Febreze • Ford • Garnier • Gatorade • Geico • General Motors • Gillette

• Glade • Google • Hartford Financial • Home Depot • Honda • Hyundai • J.C. Penney • J.P. Morgan Chase • KFC • Kohl's • Liberty Mutual • Lipitor • L'Oreal Paris • Lowe's • Lysol • Macy's • MasterCard • Maybelline • McDonald's • Mercedes-Benz

• MetLife • Microsoft • Mountain Dew • Nationwide • Nestle Pure Life • Neutrogena • Nexium • Nissan • Olay • Oxiclean • Pepsi • Pizza Hut • Plavix • Poland Spring • Proactiv • Progressive • Samsung • Sears • Seroquel • Singulair

• Sprint Nextel • Sprite • Starbucks • State Farm • Subway • Swiffer • Taco Bell • Target • Tide • T-Mobile • Toyota • Travellers Insurance• Tropicana • Verizon • Visa • Volkswagen • Walmart Stores • Wells Fargo • Wendy's • Yahoo

uberVU Leading Social Brand Report™Analysis of Top 10 Categories

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“If your stated goal is to increase your presence in social media, then the measure you want to work with is the percentage increase in

that presence over last month, or last quarter, or last year.”- KDPaine & Partner -

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Mentions for Top 100 Brands Reached 28 Million in 3Q12;Impressions Hit 38 Billion

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9.0

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July August September

Mill

ions

Source: uberVU Leading Social Brand Report™, PQ Media

• Two brand categories, Restaurants and Beverage, exceeded 5 million mentions during 3Q12• One brand category, Consumer Technology, exceeded 10 billion impressions during 3Q12

10.0

11.0

12.0

13.0

14.0

15.0

July August SeptemberB

illio

ns

Brand MENTIONS in 3Q 2012 by Month Brand IMPRESSIONS in 3Q 2012 by Month

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Three Product Categories Over-Indexed Market and Dominated the Market with 74% of Share of Voice

0.3%1%2%4%4%

6%

8%

16%

25%

33%

RestaurantsBeveragesConsumer TechnologyAutomakersRetailPersonal CareFinancialHousehold ProductsInsurancePharmaceuticals

Product Category SCDI

Restaurants 334

Beverages 250

Consumer Technology 162

Automakers 82

Retail 55

Personal Care 40

Financial 39

Household Products 23

Insurance 12

Pharmaceuticals 3


SCDI Index - 3Q 2012 SOV by Brand Category – 3Q 2012

100 = Average Mentions of Top 10 Categories

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Overall, Men Talk About Their Brands More Than Women;Slightly Less than Half of Mentions Are Positive;More Mentions Occur Outside the US

Women45%

Men55%

Mentions by GENDER – 3Q12 Mentions by SENTIMENT – 3Q12


Neutral19%

Negative36%

Positive45%

RoW57%

US43%

Mentions by REGIONS – 3Q12

• Three categories had more references by women, such as Personal Care• Four categories exceeded 50% positive sentiment, such as Financial• Four categories had more US references than rest of world, such as Insurance

uberVU Leading Social Brand Report™Analysis of Top 100 Brands

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“The lack of standardized metrics for ROI was a big impediment for social media campaigns.”

- PlusPoint Group Brand Executive Survey -

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25 Brands Over-Indexed Market - Exceeded 100 TBDI; Coke Dominated With Over 3 Million Mentions = 1,106 TBDI

CokeBrand 2Brand 3Brand 4Brand 5Brand 6Brand 7Brand 8Brand 9

Brand 10Brand 11Brand 12Brand 13Brand 14Brand 15Brand 16Brand 17Brand 18Brand 19Brand 20Brand 21Brand 22Brand 23Brand 24Brand 25

100 300 500 700 900 1,100 1,300


Top 25 Brands TBDI – 3Q 2012

100 = Average Mentions of Top 100 Brands

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Conversation Volume Varies Widely by Leading Brand; Some Increase, Others Fluctuate, Decline, or Remain Steady

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100

200

300

400

500

July August September

AppleSamsungMicrosoftHonda

100 = Average Mentions of Top 100 Brands


TBDI Index of Select Brands in July, August & September 2012

uberVU Leading Social Brand Report™Category Analysis

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Brand JulyJuly AugustAugust SeptemberSeptember

(Alpha) Rank SBDI Rank SBDI Rank SBDI

Brand 1 10 17 9 21 10 18

Brand 2 5 59 5 56 5 57

Brand 3 3 206 2 203 1 300

Brand 4 4 73 4 151 2 203

Brand 5 9 31 8 27 7 33

Brand 6 2 208 3 171 4 143

Brand 7 8 33 10 21 9 19

Brand 8 7 40 7 34 8 23

Brand 9 1 280 1 269 3 161

Brand 10 6 52 6 41 6 43


Financial Category Brand Rank & SBDI – July, August & September 2012

Within Product Categories, Brand Mentions Rise & Fall;Social Media Brand Performance Changes Monthly

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Brand SOV Can Vary Significantly by Category;Conversation Distribution By a Few or Shared Among Many

0%1%1%2%2%4%4%

5%

36%

46%

Brand 1Brand 2Brand 3Brand 4Brand 5Brand 6Brand 7Brand 8Brand 9Brand 10


Restaurant Category SOV – 3Q 20125%5%

6%

11%

12%

12% 12%

12%

12%

13%

Brand 1Brand 2Brand 3Brand 4Brand 5Brand 6Brand 7Brand 8Brand 9Brand 10

Insurance Category SOV – 3Q 2012

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Many Brands Get Talked About Globally Others Have Loyal US Following

Beverages

Coke

Brand 2

Brand 3

Brand 4

Brand 5

Brand 6

Brand 7

Brand 8

Poland Springs

Brand 10

0% 50% 100%

US RoW


Beverage Category Mentions by Region – 3Q 2012

uberVU Leading Social Brand Report™Key Takeaways

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Key Takeaways

• uberVU Leading Social Media Brand™ Report Is the First to Provide Brands and Agencies Standardized Social Media Metrics by Product Category

• Brands Have a Common Currency to Validate Marketing and Advertising Strategies

• Multiple Key Performance Indicators– Compare Your Brand Against Other Brands in Your Category – Compare Your Brand Category Against the Other Major Consumer Categories– Compare Your Brand Against the Other Top 100 Brands

• Determine Your Brand’s Social Media Competitive Position– Is Your Brand Mention Volume Increasing, Maintaining or Decreasing?– Is Your Brand a Category Leader and Generating High Levels of Conversation?– What Is Your Brand’s Share of Voice?– Do Men or Women Drive the Most Online & Mobile Conversations About Your Brand?– Is Your Brand Generating Positive Social Media Dialogue?– Where Do the Majority of Your Brand Conversations Occur Globally – US or Rest of World?

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Deafening Noise. Hard to determine meaning.

Goal: Max

Reach, ROI

Build Audience

1. Expose 2. Engage 3. Amplify

Brand Message reaches fans on social

Brand fans “talk

about” social

content

Brand content

spreads to friends socially

Most Brands don’t consider these intermediary steps

The top social Brands use three levers to ensure their social media marketing success

Three unique and equally effective social strategies

Apple, Samsung, Coca-Cola

- 8M+ Facebook Fans, No official corporate twitter account- One of the most discussed brands on social media globally- Apple is NOT very active on social networks, however, lines of business such as iTunes music have very active social media accounts- iPhone 5 launch was huge on social channels driven by fans- Samsung-Apple controversy received lots of social media buzz- Most of the brand reach comes from Apple’s fans – very loyal, very active on social media

Apple’s social strategy is to building amazing products to leverage a loyal fan base. Apple creates social buzz by staying completely silent which ignites the rumor mill do the PR work instead.

Apple - fan/blogger buzz drives social media mentions

- 20M+ Facebook Fans, 3.4M+ Twitter Followers- Significant activity on social networks surrounding product launches in Q3 – lots of buzz! - Especially good at using Video/YouTube content- Explanatory videos showcase great features of their new products, get people excited- TV commercial went viral on YouTube for mocking Apple fanboys

“The launch of the Galaxy S III is being supported by the largest and most innovative marketing and advertising campaign ever conducted in the U.S. by Samsung Mobile. The campaign leverages technology to engage consumers in new and

interactive ways and reward Galaxy S III owners.”

Samsung - social media insights drive ad creative

- 50M+ Facebook Fans, 600k+ Twitter Followers- By far the largest social brand on the planet - it always has been - Constantly consider what is “share worthy”, act human and listen via social networks- Content creation and distribution is a major part of their strategy- Realizes the importance of technology to drive brand image - Launching photo-sharing network- “Happy Places” - Recently made financial investment in Spotify - Emphasis on mobile means they can reach social consumers any time, anywhere

Coca-Cola - the top social brand

Key Takeaways:

Start moving from listening to engagement

Social can be overwhelming, but with the right strategy and technology, insights become actionable

Focus on Quality NOT Quantity, stay on-topic with content but put the audience in the driver’s seat

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3Map out your brand’s DNA and then align your marketing with the social platforms that make the most sense 4

Stay true to your brand and find where you fit in 5

THANK YOU!

Leo Kivijarv, Ph.D.VP ResearchPQ Media, Inc.

pqmedia.com

Gregg PoulinCMO

@greggpoulinubervu.com

@ubervu

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