Social Media Report Cards: Measuring Brand Engagement

Social Media Report Cards:Measuring Brand Engagement Presented By: Jim Reynolds Strategic Account Manager – SM2 @jimmyrey

Search Setup In Alterian SM2Date Range(s): 1/1/2011 – 6/16/2011Exclusions: All sources except for microblogsLocations / Languages: All Countries & All Languages

Daily Volume – All Brands Analysis • Total of 348k social media mentions. • Largest volume of conversation was a contest from American Airlines • Conversation follows an weekly pattern with dips in volume on weekends

Share of Voice Trend – Brand vs. Audience4500 Brand4000 Customer 49%3500 51%30002500200015001000 500 0 Analysis • During the first half of the year, the majority of the conversation is brand‐ driven. • An major contest from AA helped transition the conversation towards being more consumer driven.

Consumer DemographicsRank - 10 Rank - 9 Male Rank - 8 Female Rank - 7 Rank - 6 18% Rank - 5 Rank - 4 Rank - 3 82% Rank - 2 Rank - 1 Rank - 0 0 10000 20000 30000 40000 50000 60000 70000 Analysis • Majority of audience using twitter/microblogs for assistance do not have a lot of reach • Mid level reach (3‐6) is larger than most data samples • Audience that uses microblogs for assistance is predominately male

Brand Deep Dive

Methodology and RankingVolume Time To Respond• Number of consumer-driven • Sample questions sent via twitter to posts all brands in given segment (airlines, • Total posts minus Brand computers..etc.) Posts originated from • Time recorded in minutes to official twitter handles. respond • Scored by ranking 1-12 • Scored by ranking 1-12 • Dell & Time Warner both saw pattern from Alterian survey team and reached out directly. This may have effected response timesSentiment (Favorability) Respondents• Total Graded consumer-driven • Total number of members who sent posts divided by positive + tweets divided by responded tweets neutral posts • Scored by ranking 0 – 9• Scored by ranking 1-12

Airlines– American Airlines vs. DeltaVolume of Consumer Time to Respond (minutes) 25 Delta, 23.37 Conversations 20 American, American 15 13.66 Delta 41% 59% 10 100% 89% 5 Response Response 0 Sentiment Delta, 77.23% American, 95.88%

Airlines– American Airlines vs. Delta Head of the Class:

Financial– Bank of America vs. Citi Time to Respond (minutes)Volume of Consumer 18 Conversations 17.5 BoA, 17.44 Citi 17 20% 16.5 16 Citi, 15.77 BoA 15.5 80% 100% 100% 15 Response Response 14.5 Sentiment BoA, 75.54% Citi, 79.45%

Financial– Bank of America vs. Citi Head of the Class:

Consumer Electronics– Microsoft Xbox vs. Sony PlaystationVolume of Consumer Playstation Time to Respond (minutes) 5% Playstation, Conversations 8 7 7 6 5 Xbox, 4 4 3 Xbox 95% 2 100% 11% Response Response 1 0 Sentiment Xbox, 82.48% Playstation, 79.47%

Consumer Electronics– Microsoft Xbox vs. Sony Playstation Head of the Class:

Consumer Electronics – Dell vs. HPVolume of Consumer Time to Respond (minutes) Conversations 180 Dell, 161.6 160 HP 140 24% 120 100 80 Dell 83% 0% 60 76% Response Response 40 20 HP, 0 0 Sentiment Dell, 80.87% HP, 69.74%

Consumer Electronics – Dell vs. HP Head of the Class:

Mobile Service Providers – ATT vs. VerizonVolume of Consumer Time to Respond (minutes) VZW, Conversations 200 187.44 150 ATT 39% 100 VZW 61% 100% 100% Response Response 50 ATT, 16.11 0Sentiment ATT, 76.39% VZW, 76.24%

Mobile Service Providers – ATT vs. Verizon Head of the Class:

Cable Service Providers – Comcast vs. Time WarnerVolume of Consumer Time to Respond (minutes) Conversations 13.5 Comcast, 13 13 Time 12.5 Warner Time 38% 12 Warner, Comcast 11.5 62% 11.5 11 100% 100% Response Response 10.5 Sentiment Time Warner, 75.25% Comcast, 73.92%

Cable Service Providers – Comcast vs. Time Warner Head of the Class:

RANKING

Final Score Card HP Microsoft BoA 1 (XBOX) 44 45 VZW 2 American Airlines 38 45 3 Delta 30 45 Dell Time Warner 3 Cable 30 45 ATT 3 Comcast 30 45 Sony (Ask Citi 6 PlayStation) 27 45 Sony 7 Citi 26 45 Comcast 8 ATT 25 45 9 Dell 24 45Time Warner 10 VZW 23 45 Delta 10 Bank of America 23 45 American 12 HP 3 45 Microsoft 0 5 10 15 20 25 30 35 40 45 50

Final Score Card Volume Sentiment TTR Airlines American 9763 95.88% 13.66 100%9 of 9 Delta 14311 77.23% 23.37 89%8 of 9 Averages 12037 86.55% 18.515 Banks BoA 5371 75.54% 17.44 100%9 of 9 Citi 1319 79.45% 15.77 100%9 of 9 Averages 3345 77.49% 16.605 Gaming Xbox 102969 82.48% 4 100%9 of 9 Playstation 5933 79.47% 7 11%1 of 9 Averages 54451 80.98% 5.5 Computers Dell 3731 80.87% 161.6 83%5 of 6 HP 1202 69.74% DNR 0%0 of 6 Averages 2466.5 75.31% 161.6 Mobile ATT 4807 76.39% 16.11 100%9 of 9 VZW 7491 76.24% 187.44 100%9 of 9 Averages 6149 76.32% 101.775 Cable Time Warner 7548 75.25% 11.5 100%8 of 8 Comcast 12174 73.92% 13 100%7 of 7 Averages 9861 74.59% 12.25

THANK YOU! Please contact us with any questions Jim Reynolds: jim.reynolds@alterian.com @jimmyreyUK/EU: +44 (0) 117 970 3200 | US: +1 312 704 1700 | Asia/Pac: +61 (2) 9968 2449 Web: www.alterian.com | Blog: www.engagingtimes.com | Twitter: @Alterian Slideshare: Alterian | YouTube: engagingtimeslive | Facebook: The Real Alterian

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Social Media Report Cards: Measuring Brand Engagement

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