The Social Battle of the Brands…As Seen Through theLens of the 2nd Half of 2012 uberVU Leading SocialBrand ReportInsights from the top brands in social media.
Your Presenters: Leo Kivijarv, Ph.D. Gregg Poulin VP Research CMO PQ Media, Inc. uberVU, Inc pqmedia.com @greggpoulin ubervu.com
Housekeeping Notes: 1Interact!Use the hashtag #SmarterSocial 1UpdateFollow us on twitter for ongoing updates: @ubervu 2Questions?Submit questions anytime - time permitting, answers will be at the end 3
Topics for Today: 1Key social media facts 1Insights from the uberVU Leading Social Brand Report 2 3
1M+ groups 5B+ 5M+ imp/day images/dayevery 12 to 18 28% share of all ads 3B+months sharing 2X served online searches/day 400M 1B+48 Hours tweets/day posts/dayvideo/minSocial Media FactsBIG and Noisy. Hard to be top-of-mind. Lots of Competition.
4/5* Companies “listen” to social media 15% Companies use social media to generate business results *Approximately 80% of marketers actively involved in their company’ssocial 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 studyBusiness know social listening is importantbut only a few actually use social to drive business results
The top social Brands use three levers to ensure their social media marketing success Most Brands don’t consider these intermediary steps Brand Brand fans Brand Goal: Build Message “talk content Max reaches about” spreads toAudience fans on social friends Reach, social content socially ROI 1. Expose 2. Engage 3. AmplifyDeafening Noise. Hard to determine meaning.
340M Company tweets/day 1B+ Competitors posts/day Data Market other sourcesActionable Insights Made SimpleMarketers need to work smarter, faster, and deliverbusiness results.
2nd Half 2012uberVU Leading Social Brand Report™ The First Source for Leading Brand Social Media Audience Measurement by Product Category Prepared by PQ Media January 23, 2013
www.leadingsocialbrands.com uberVU Leading Social Brand Report™ Terms, Key Performance Indicators, and Brands & Product Categories 2 www.pqmedia.com
www.leadingsocialbrands.com “Don’t measure what you can. Measure what you should.” - Philip Sheldrake, Marketing Blogger - 3 www.pqmedia.com
www.leadingsocialbrands.com Terms Social Media Interactive dialogue among individuals using web and mobile technology platforms, e.g. Twitter, Facebook, LinkedIn etc. Mentions How 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. IMPs uberVU 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. Sentiment Whether the tone of a social media conversation is negative, positive or neutral. SOV Share-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. 4 www.pqmedia.com
www.leadingsocialbrands.com Key Performance Indicators (KPIs) SBDI Social Brand Development Index compares individual brand performance to its product category average. SCDI Social Category Development Index compares individual category performance to the Top 10 Category average. TBDI Top Brand Development Index compares individual brand performance to the Top 100 Brand average. 5 www.pqmedia.com
www.leadingsocialbrands.com Top 10 Product Categories Top 10 Product Categories Derived 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 by category. • Automakers • Insurance • Beverages • Personal Care • Consumer Technology • Pharmaceuticals • Financial • Restaurants • Household Products • Retail 6 www.pqmedia.com
www.leadingsocialbrands.comTop 100 BrandsTop 100 BrandsDerived by PQ Media from Fortune 500, Fortune Global 500, BrandZ, J.D. Power and Kantar based on the brands sales, marketing budget and brands reputation in the U.S. and global marketplace.• Abilify • Coke • Glade • MetLife • Sprint Nextel• Actos • Cover Girl • Google • Microsoft • Sprite• Advair • Crest • Hartford Financial • Mountain Dew • Starbucks• Allstate • Crestor • Home Depot • Nationwide • State Farm• Ally Financial • Dasani • Honda • Nestle Pure Life • Subway• Amazon • Discover • Hyundai • Neutrogena • Swiffer• American Express • Dove • J.C. Penney • Nexium • Taco Bell• American Family • Dr Pepper • J.P. Morgan Chase • Nissan • Target• Apple • Dunkin Donuts • KFC • Olay • Tide• Applebees • Duracell • Kohls • Oxiclean • T-Mobile• AT&T • Energizer • Liberty Mutual • Pepsi • Toyota• Bank of America • Epogen • Lipitor • Pizza Hut • Travellers Insurance• Best Buy • Facebook • LOreal Paris • Plavix • Tropicana• BMW • Febreze • Lowes • Poland Spring • Verizon• Burger King • Ford • Lysol • Proactiv • Visa• Capital One • Garnier • Macys • Progressive • Volkswagen• Charmin • Gatorade • MasterCard • Samsung • Walmart Stores• Chrysler • Geico • Maybelline • Sears • Wells Fargo• Citigroup • General Motors • McDonalds • Seroquel • Wendys• Clorox • Gillette • Mercedes-Benz • Singulair • Yahoo 7 www.pqmedia.com
www.leadingsocialbrands.com uberVU Leading Social Brand Report™ Analysis of Top 10 Categories 8 www.pqmedia.com
www.leadingsocialbrands.com “It is the people who figure out how to work simply in the present, rather than the people who mastered the complexities of the past, who get to say what happens in the future.” - Clay Shirky, Author - 9 www.pqmedia.com
www.leadingsocialbrands.com Overall Social Global (SoGlo) Mentions for Top 100 Brands Change By Month• Global online volume mentions for top product categories varies month-to-month• Data suggests region, seasonality and gender play a role Brand Mentions in 2H 2012 by Month 11 10.1 10.0 10 Millions 9.4 9.3 9.2 9 8.7 8 July Aug Sept Oct Nov DecSource: uberVU Leading Social Brand Report™, PQ Media 10 www.pqmedia.com
www.leadingsocialbrands.com 2H12 Online Word-of-Mouth Varied Widely by Product Cat Global Categories Most Active in Generating Conversations • Consumers consistently generated more than 1 million mentions per month in 3 categories • Conversely, three brand cats consistently generated less than 300,000 monthly mentions Brand Mentions by Select Categories in 2H 2012 by Month Restaurant Beverage 4,000 Cons Tech Thousands 3,000 2,000 1,000 1,500 1,000 500 HH Products Insurance Pharma 0 July Aug Sept Oct Nov DecSource: uberVU Leading Social Brand Report™, PQ Media 11 www.pqmedia.com
www.leadingsocialbrands.comIn 2H12, 3 Brand Categories Over-Indexed MarketDominated with 73% Share of Voice• SoGlo high frequency purchase and usage categories drive online conversations SCDI Index – 2H 2012 SOV by Brand Category – 2H 20120.3% 4% 2% 1% Restaurants Product Category SCDI 4% Beverages Consumer Technology Restaurants 338 Automakers Retail Beverages 223 Financial Personal Care Consumer Technology 174 6% Household Products 34% Insurance Automakers 86 Pharmaceuticals Retail 60 9% Financial 40 Personal Care 39 Household Products 24 17% Insurance 11 Pharmaceuticals 3 22% 100 = Average Mentions of Top 10 CategoriesSource: uberVU Leading Social Brand Report™, PQ Media 12 www.pqmedia.com
www.leadingsocialbrands.com Social Media Success Begins with an Engagement Strategy Once Topic Mentioned, Conversations Grow Proportionally• Intuitively, we know there is a relationship between engaging content & word-of-mouth• Data suggests that top brands are getting better at developing content that gets talked about Brand Impressions & IMPs Per Mention in 2H 2012 by Month 16 15.7 1,800 15.2 Total Impressions (Billions) 14.5 14.5 IMPs Per Men4on 14 1,646 1,600 13.1 1,548 1,551 1,557 12 1,400 10.6 1,318 10 1,218 1,200 8 1,000 July Aug Sept Oct Nov Dec Total Impressions IMPs Per MentionSource: uberVU Leading Social Brand Report™, PQ Media 13 www.pqmedia.com
www.leadingsocialbrands.com Men Converse More About Their Brands Online Than Women Share by Gender Varied Only Slightly Each Month Share by Gender of Brand Mentions in 2H 2012 by Month 100% Females Males 45% 45% 45% 44% 45% 46% 75% 50% 55% 55% 55% 56% 55% 54% 25% 0% July Aug Sept Oct Nov DecSource: uberVU Leading Social Brand Report™, PQ Media 14 www.pqmedia.com
www.leadingsocialbrands.com Rest of World More Active than US on Social Media Slight Month-to-Month Variance Share by Region of Brand Mentions in 2H 2012 by Month 100% RoW US 75% 56% 57% 57% 57% 59% 58% 50% 25% 44% 43% 43% 43% 41% 42% 0% July Aug Sept Oct Nov DecSource: uberVU Leading Social Brand Report™, PQ Media 15 www.pqmedia.com
www.leadingsocialbrands.com uberVU Leading Social Brand Report™ Analysis of Top 100 Brands 16 www.pqmedia.com
www.leadingsocialbrands.com25 Brands Over-Indexed Market - Exceeded 100 TBDI;Top 10 Brands are Global – 17 of Top 25 Are SoGlo Brands Top 25 Brands TBDI – 2H 2012 Coke Apple Google Starbucks Sprite Burger King McDonalds Pizza Hut Amazon Subway Brand 11 Brand 12 Brand 13 Brand 14 Brand 15 Brand 16 Brand 17 Brand 18 Brand 19 Brand 20 Brand 21 Brand 22 Brand 23 Brand 24 100 = Average Mentions of Top 100 Brands Brand 25 100 300 500 700 900 1,100Source: uberVU Leading Social Brand Report™, PQ Media 17 www.pqmedia.com
www.leadingsocialbrands.com “The web attacks traditional ways of doing things and elites, and this is very uncomfortable for traditional businesses to deal with.” - Sir Martin Sorrell, WPP Group - 18 www.pqmedia.com
www.leadingsocialbrands.comLeading Brands Don’t Control Social Media, Consumers DoCase in Point: None of P&G’s Six Brands Reached 100 TBDI TBDI Index of Select Brands in 2H 2012 100 100 = Average Mentions of Top 100 Brands 75 50 25 0 Gillette Duracell Olay Crest CoverGirl CharminSource: uberVU Leading Social Brand Report™, PQ Media 19 www.pqmedia.com
www.leadingsocialbrands.comDespite P&G’s Weak Category Social Media Presence,It Can Lead Brand Categories – e.g., Gillette in Personal Care• However, are Olay & Cover Girl losing their relevance with young consumers? Top 3 & Bottom 3 Personal Care Brands by Mentions in 2H 2012 by Month Gillette LOreal Paris Maybelline 100 Thousands 75 50 July August Sept Oct Nov Dec 50 25 Olay Crest Cover Girl 0 July Aug Sept Oct Nov DecSource: uberVU Leading Social Brand Report™, PQ Media 20 www.pqmedia.com
www.leadingsocialbrands.com uberVU Leading Social Brand Report™ Category Analysis 21 www.pqmedia.com
www.leadingsocialbrands.com “People influence people. Nothing influences people more than a recommendation from a trusted friend. …. A trusted referral is the Holy Grail of advertising.” - Mark Zuckerberg, Facebook - 22 www.pqmedia.com
www.leadingsocialbrands.com Restaurants Category Consistently Generated High Volume SoGlo Built in Component to Category• While mentions fluctuated each month, no major increases/decreases worldwide Restaurant Category - Brand Mentions in 2H 2012 by Month 3.5 3.2 3.3 3.3 3.2 3.2 3.0 2.9 Millions 2.3 1.6 1.0 July Aug Sept Oct Nov DecSource: uberVU Leading Social Brand Report™, PQ Media 23 www.pqmedia.com
www.leadingsocialbrands.com All 10 Restaurant Brands Exceeded 100,000 Mentions Top 3 SoGlo Brands Reached 400,000 Mentions• Of note, Dunkin’ Donuts recently announced most successful social media campaign to date, yet due to competitive landscape it ranked 8th in mentions against other restaurant brands Restaurant Category - Brand Mentions by Top 3/Bottom Brands in 2H 2012 by Month Starbucks 500 Burger King Thousands 400 McDonalds 300 200 July August Sept Oct Nov Dec 300 200 Wendys 100 Dunkin Donuts Applebees 0 July Aug Sept Oct Nov DecSource: uberVU Leading Social Brand Report™, PQ Media 24 www.pqmedia.com
www.leadingsocialbrands.com Beverage Category Exhibited Deep Drop in Mentions in November which Continued into December Beverage Category - Brand Mentions in 2H 2012 by Month 3.5 2.9 2.5 Millions 2.4 2.4 2.3 2.2 1.7 1.6 1.6 1.0 July Aug Sept Oct Nov DecSource: uberVU Leading Social Brand Report™, PQ Media 25 www.pqmedia.com
www.leadingsocialbrands.com As the Weather Cooled in the Northern Hemisphere, Consumption & Conversation About Coke Cooled as Well• Other seasonal beverage brands, like Sprite and Gatorade, also saw dips in mentions• “Healthier” beverages, such as OJ and water, don’t have content to generate word-of-mouth Beverage Category - Brand Mentions by Top 3/Bottom 3 Brands in 2H 2012 by Month 1,250 Coke Sprite 1,000 Gatorade Thousands 750 500 250 250 0 July Aug Sept Oct Nov Dec Tropicana Poland Springs Nestle Pure LifeSource: uberVU Leading Social Brand Report™, PQ Media 26 www.pqmedia.com
www.leadingsocialbrands.com Consumer Technology, Meanwhile, Exhibited an Uptick in Mentions During the Holiday Season with New Devices Consumer Technology - Brand Mentions in 2H 2012 by Month 3.5 2.9 Millions 2.3 1.8 1.7 1.8 1.7 1.6 1.5 1.4 1.0 July Aug Sept Oct Nov DecSource: uberVU Leading Social Brand Report™, PQ Media 27 www.pqmedia.com
www.leadingsocialbrands.com Consumer Technology Brands Offer Perfect Microcosm of the Rapidly Changing Advertising Environment • AT&T and Apple, ranked 4th & 62nd, respectively, in Ad Age Top 100 brands by ad dollars, were switched in social media mentions with Apple rising from 350,000 mentions in July to almost 500,000 in December, while AT&T never generated more than 70,000 mentions Consumer Technology - Brand Mentions by Top 3/Bottom 3 Brands in 2H 2012 by Month Apple Google Samsung 500 400 Thousands 300 200 100 100 AT&T 0 Yahoo! July Aug Sept Oct Nov Dec T-MobileSource: uberVU Leading Social Brand Report™, PQ Media 28 www.pqmedia.com
www.leadingsocialbrands.com In Retail Category, One Brand Dominated SoGlo Brand Amazon Significantly Outpaced Brick & Mortars Retail Category - Brand Mentions by Top 3/Bottom 3 Brands in 2H 2012 by Month 500 Amazon Thousands 400 300 200 100 July August Sept Oct Nov Dec 100 Target Wal-Mart 50 Kohls Loews 0 JCP July Aug Sept Oct Nov DecSource: uberVU Leading Social Brand Report™, PQ Media 29 www.pqmedia.com
www.leadingsocialbrands.com Pharmaceuticals Don’t Generate Online Conversations One Brand Exceeded 10,000 Mentions & Only for 1 Month Pharmaceuticals Category - Brand Mentions by Top 3/Bottom 3 Brands in 2H 2012 by Month Lipitor 20 Nexium Seroquel Crestor 15 Actos Thousands Epogen 10 5 0 July August Sept Oct Nov DecSource: uberVU Leading Social Brand Report™, PQ Media 30 www.pqmedia.com
www.leadingsocialbrands.com uberVU Leading Social Brand Report™ Key Takeaways 31 www.pqmedia.com
www.leadingsocialbrands.com Key Takeaways• uberVU Leading Social Media Brand™ Report Provides Brands and Agencies with Standardized Social Media Metrics by Product Category• SoGlo brands provide lessons for brands looking to reach tech-empowered consumers• Emerging Social Media Metric Trends – Select Brand Categories Dominate Share of Voice – Brand Competition and Social Media Strategies Determine Trends within Select Brand Categories – Gender Matters in Starting Online Conversations – Major Advertisers Don’t Necessarily Generate Social Media Conversations• Social Media Competitive Position Matters – How Is Your Brand Mention Volume Trending - 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? 32 www.pqmedia.com
Key Takeaways: 1Start moving from listening to engagement 1Social can be overwhelming, but with the right strategyand technology, insights become actionable 2Focus on Quality NOT Quantity, stay on-topic with contentbut put the audience in the driver’s seat 3Map out your brand’s DNA and then align your marketingwith the social platforms that make the most sense 4Stay true to your brand and find where you fit in 5
THANK YOU!Leo Kivijarv, Ph.D. Gregg PoulinVP Research CMOPQ Media, Inc. uberVU, Incpqmedia.com @greggpoulin ubervu.com @ubervu
Receive a FREEHoware yourInsights? Social Media Assessment firstname.lastname@example.org 1.800.286.1624 @ubervu To purchase the uberVU Leading Social Brand Report go to leadingsocialbrands.com
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