Bryan Tookey at Brandwatch: Case studies inspire and provide excellent evidence of how to do things right. But not every social campaign or social team can be a top quartile performer. To help provide some balance, Bryan presented the average level of consumer engagement to the social efforts of a group of consumer brands from the UK, US and Germany, covering common metrics like comments per Facebook post, Pinterest page views, retweets etc.

1. The IDF London:
An antidote to Social Case Studies: What does
average look like in social media performance
Oct 2012
BRYAN TOOKEY: bryan@brandwatch.com | Tel: +44 (0)1273 234 601 | @brandwatch

2. Case studies in
Social Media show
off winners
Case studies in
Social Media show
off winners
© 2012 Brandwatch | www.brandwatch.com 2

3. But what does social
media marketing look
like most of the time?
© 2012 Brandwatch | www.brandwatch.com 3

4. But what does social
So I’m going to try to
providemarketing look
media some
refreshingof the time?
like most realism
© 2012 Brandwatch | www.brandwatch.com 4

5. Which platforms do companies use for ?
Social Participation Activity Engagement
“Social Brands*” with Median frequency of Median number of likes /
media official pages / accounts public posts / tweets / retweets / +1s per post
platform / boards pins
Facebook 99% Once daily 32
Twitter 91% 7-8x per day 1
Google+ 80% Monthly 0
Pinterest 50% 1.5 ?
* I.e., Data is taken from the 250 entrants to the Headstream social
brands 100, so a group biased towards being “social”
© 2012 Brandwatch | www.brandwatch.com 5

6. Even for social brands, Facebook fan pages are
not (yet) hotbeds of action
For an average social brand, how
Average performance
many...
...people “like” their facebook page? 40,000
...people were “talking about” their
800
facebook page per month
...posts did the brand make per day 1
...comments did users make on a brand
14
post
...“likes” for every post the brand made 32
...posts did users make on their
2
facebook page per day
...posts did the brand respond to? 21%
© 2012 Brandwatch | www.brandwatch.com 6

7. Posts with video or photos work best on Facebook
Average Average Average
What kind of Proportion number of number of number of
post? of posts likes per comments shares per
post per post post
All 100% 32 14 0
Status update 34% 14 9 0
Link 34% 23 4 0
Photo 22% 50 11 1
Video 8% 44 10 4
Question 1% 0 0 0
Shockwave
1% 42 12 0
flash file
© 2012 Brandwatch | www.brandwatch.com 7

8. Brand posts were rarely shared and received few
comments and likes
100
90 Likes
Number of brand pages
80 Comments
70 Shares
60
50
40
30
20
10
0
Average per brand post
© 2012 Brandwatch | www.brandwatch.com 8

9. The majority of brands posted on their own page
once or less per day on average
120
Brand posts
100
User posts
Number of pages
80
60
40
20
0
Avg. posts per day
© 2012 Brandwatch | www.brandwatch.com 9

10. Corporate twitter accounts are more active than
facebook but less active that in 2011
For an average social brand on twitter... Average performance
... how many public tweets per day in 2012? 8
... how many public tweets per day in 2011? 15
... how many retweets per corporate tweet 1
…how many (private) conversations (i.e., to
9
another twitter account)
...how long to reply to a tweet on average 3 hours 37 mins
…how many mentions of the company per day 36
© 2012 Brandwatch | www.brandwatch.com 10

11. Most accounts tweeted between 2 and 10 times
a day
130
No of 77
official
twitter
accounts
22
14
7
0 1
No. of public tweets per day
© 2012 Brandwatch | www.brandwatch.com 11

12. The majority of brands took between 1 and 6 hours
to reply to tweets
93
No of
official
twitter
accounts 37 38
33
21
13 10 6
Average speed of tweet
• 21 of the nominated accounts (8%) never replied to tweets sent to them.
© 2012 Brandwatch | www.brandwatch.com 12

13. FOR MORE INFO
EMAIL: contact@brandwatch.com
WEB: http://www.brandwatch.com
TWITTER: @brandwatch
PHONE:
UK: +44 (0)1273 234 290
US: +1 212 229 2240
Germany: +49 (0)711 912 442 04
FAX:
UK: +44 (0)1273 234 291
DOCUMENT LIMITATION
The information given in this document has been checked for accuracy and completeness however Brandwatch
shall not be liable for any errors or omissions.
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4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom
© 2012 Brandwatch | www.brandwatch.com 13