The top brands in Social Media, from the Q3uberVU Leading Social Brand ReportInsights from the top brands in social media.
Your Presenters: Leo Kivijarv, Ph.D. Gregg Poulin VP Research CMO PQ Media, Inc. @greggpoulin pqmedia.com 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 2Learnings from Apple, Samsung, Coca-Cola 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 leads *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
340M Company tweets/day 1B+ Competitors posts/day Data Market other sourcesActionable Insights Made SimpleMarketers need to work smarter, faster, and deliverbusiness results.
3rd Quarter 2012uberVU 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 2 www.pqmedia.com
“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 Value For 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. 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 Brands average. 4 www.pqmedia.com
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. 5 www.pqmedia.com
Top 10 Product CategoriesTop 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. • Automakers • Insurance • Beverages • Personal Care • Consumer Technology • Pharmaceuticals • Financial • Restaurants • Household Products • Retail 6 www.pqmedia.com
Top 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
uberVU Leading Social Brand Report™ Analysis of Top 10 Categories 8 www.pqmedia.com
“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 -
Mentions for Top 100 Brands Reached 28 Million in 3Q12; Impressions Hit 38 Billion• Two brand categories, Restaurants and Beverage, exceeded 5 million mentions during 3Q12• One brand category, Consumer Technology, exceeded 10 billion impressions during 3Q12 Brand MENTIONS in 3Q 2012 by Month Brand IMPRESSIONS in 3Q 2012 by Month 11.0 15.0 14.0 10.0 Millions 13.0 Billions 9.0 12.0 11.0 8.0 10.0 July August September July August SeptemberSource: uberVU Leading Social Brand Report™, PQ Media 10 www.pqmedia.com
Three Product Categories Over-Indexed Market andDominated the Market with 74% of Share of Voice SCDI Index - 3Q 2012 SOV by Brand Category – 3Q 20120.3% 2% 1% 4% Product Category SCDI Restaurants 4% Beverages Restaurants 334 Consumer Technology 6% Automakers Beverages 250 Retail Personal Care Consumer Technology 162 Financial Household Products Automakers 82 33% Insurance Pharmaceuticals Retail 55 8% Personal Care 40 Financial 39 Household Products 23 16% Insurance 12 Pharmaceuticals 3 100 = Average Mentions of Top 10 Categories 25%Source: uberVU Leading Social Brand Report™, PQ Media 11 www.pqmedia.com
Overall, Men Talk About Their Brands More Than Women; Slightly Less than Half of Mentions Are Positive; More Mentions Occur Outside the US• 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 InsuranceMentions by GENDER – 3Q12 Mentions by SENTIMENT – 3Q12 Mentions by REGIONS – 3Q12 Neutral 19% Women Positive US 45% 45% 43% Men RoW 55% 57% Negative 36%Source: uberVU Leading Social Brand Report™, PQ Media 12 www.pqmedia.com
uberVU Leading Social Brand Report™ Analysis of Top 100 Brands 13 www.pqmedia.com
“The lack of standardized metrics for ROI was a big impediment for social media campaigns.” - PlusPoint Group Brand Executive Survey -
25 Brands Over-Indexed Market - Exceeded 100 TBDI; Coke Dominated With Over 3 Million Mentions = 1,106 TBDI Top 25 Brands TBDI – 3Q 2012 Coke Brand 2 Brand 3 Brand 4 Brand 5 Brand 6 Brand 7 Brand 8 Brand 9 Brand 10 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 1,100 1,300Source: uberVU Leading Social Brand Report™, PQ Media 15 www.pqmedia.com
Conversation Volume Varies Widely by Leading Brand; Some Increase, Others Fluctuate, Decline, or Remain Steady TBDI Index of Select Brands in July, August & September 2012 500 100 = Average Mentions of Top 100 Brands Apple Samsung Microsoft Honda 400 300 200 100 July August SeptemberSource: uberVU Leading Social Brand Report™, PQ Media 16 www.pqmedia.com
uberVU Leading Social Brand Report™ Category Analysis 17 www.pqmedia.com
Brand SOV Can Vary Significantly by Category;Conversation Distribution By a Few or Shared Among Many Insurance Category 1% – 3Q 2012 SOV 0% 2%2% 1% Restaurant Category SOV – 3Q 2012 5% 4% 5% Brand 1 Brand 1 4% Brand 2 Brand 2 Brand 3 6% Brand 3 Brand 4 13% Brand 45% Brand 5 Brand 5 Brand 6 Brand 6 Brand 7 Brand 7 Brand 8 Brand 8 Brand 9 12% Brand 9 Brand 10 11% Brand 10 46% 12% 12% 36% 12% 12%Source: uberVU Leading Social Brand Report™, PQ Media 19 www.pqmedia.com
Many Brands Get Talked About Globally Others Have Loyal US Following Beverage Category Mentions by Region – 3Q 2012 US RoW Beverages Coke Brand 2 Brand 3 Brand 4 Brand 5 Brand 6 Brand 7 Brand 8 Poland Springs Brand 10 0% 50% 100%Source: uberVU Leading Social Brand Report™, PQ Media 20 www.pqmedia.com
uberVU Leading Social Brand Report™ Key Takeaways 21 www.pqmedia.com
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? 22 www.pqmedia.com
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.
Apple, Samsung, Coca-ColaThree unique and equally effective social strategies
Apple - fan/blogger buzz drives social media mentions- 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 asiTunes 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 socialmediaApple’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.
Samsung - social media insights drive ad creative- 20M+ Facebook Fans, 3.4M+ Twitter Followers- Significant activity on social networks surrounding product launches in Q3 – lotsof buzz!- Especially good at using Video/YouTube content- Explanatory videos showcase great features of their new products, get peopleexcited- 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.”
Coca-Cola - the top social brand- 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 andlisten 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
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. @greggpoulinpqmedia.com 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.ccom