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Social Media Shakedown of Top Brands in July 2014

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Crafting content that not only meets business objectives, but also appeals to their target audiences has become a compelling strategy for brands across social media platforms. Be it product showcases …

Crafting content that not only meets business objectives, but also appeals to their target audiences has become a compelling strategy for brands across social media platforms. Be it product showcases like Neutrogena’s skin care products for men or Tony Burch’s pre-fall collection or like how Bacardi and Adidas Football leveraged the FIFA World Cup, this report helps in understanding how brands are employing the strategy of increasingly matching business objectives with content that resonates with their social audiences.

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  • 1. TOP US BRANDS
  • 2. About Unmetric Providing data powered insights for human powered brands, Unmetric provides an unparalleled platform for data analytics and benchmarking your brand’s content marketing efforts on Facebook, Twitter, YouTube, Instagram, LinkedIn and Pinterest. We’ve processed more than 100,000,000 pieces of micro-content over the 6 biggest social networks for 20,000+ brands from 30+ sectors, just for you. Unmetric is proud to be a Twitter Certified Product Some of our Clients:
  • 3. Crafting content that not only meets business objectives, but also appeals to their target audiences has become a compelling strategy for brands across social media platforms. Be it product showcases like Neutrogena’s skin care products for men or Tony Burch’s pre-fall collection or like how Bacardi and Adidas Football leveraged the FIFA World Cup, this report helps in understanding how brands are employing the strategy of increasingly matching business objectives with content that resonates with their social audiences. In this report, Unmetric also takes a look at how the social media efforts of each of these brands paid off, while also offering insights from the best of these sectors. All data and insights were gathered from the month of July. Look out for August’s report in early September.
  • 4. All images in this report are hyperlinked to their original post but if you want to find out in detail what brands did to meet their business objectives
  • 5. All data for the time period: July 1st – 31st 2014 Uncovering the best of the Personal Care Sector Among the top Personal Care brands, on an average, 21% of content posted by admins was ‘brand related’. 3,457 new posts were written across the ‘brand walls’ of top brands. That’s an average of 7.4 posts per day – per wall! With the growth rate of 4.6%, Rexona enjoyed the highest fan growth rate among the top Personal Care brands. Among all Personal Care brands from North America, Pantene North America talked the most about themselves. Among the top Personal Care brands, Dove posted the most ‘non brand related’ content on their wall. Among, all Personal Care pages from North America, Zoom Whitening was engaging the best with its fans. To see more comparative data on these brands, send us an email and we’ll get you started on a free trial of Unmetric.
  • 6. All data for the time period: July 1st – 31st 2014 Uncovering the best of Alcohol Sector 4,007 new posts were written across the ‘brand walls ‘ of top brands. That’s an average of 8.6 posts per day – per wall! Among all Alcohol brands from North America, Michelob ULTRA talked the least about themselves. With a growth rate of 2.1%, Malibu Rum enjoyed the highest fan growth rate among the top Alcohol brands. Among the top Alcohol brands, Patron Tequila was engaging the best with their fans. Among the top brands, on an average, 21% of content posted by admins was ‘brand related’. Among all Alcohol brands from North America, Budweiser talked the most about themselves. To see more comparative data on these brands, send us an email and we’ll get you started on a free trial of Unmetric.
  • 7. Understanding Selected Top Brands
  • 8. Neutrogena – #RespectYourFace Neutrogena’s posts around its skincare product for men resonated well with its fans. The #RespectYourFace campaign was the most engaging out of the two campaigns run by Neutrogena in July with an average engagement score of 158. *Please see the Appendix of this report for a complete explanation of the Engagement Score.
  • 9. Bacardi (United States) – Content Strategy Bacardi (United States) leveraged the FIFA World Cup for its content on its Facebook page and the posts around the event garnered an average engagement score of 766, which is more than 4 times the overall average engagement score of 164. *Please see the Appendix of this report for a complete explanation of the Engagement Score.
  • 10. All data for the time period: July 1st – 31st 2014 Uncovering the best of the Banking Sector Among all Banking & Finance Twitter Accounts from North America, @therealwfg replies fastest to their Customers' Tweets. Among all Banking & Finance Twitter Accounts from North America, @mastercard replies slowest to their Customers' Tweets. @BarclaycardUS grew its follower- base faster than all other Banking & Finance IDs from North America The average Banking & Finance Twitter Account from North America added 1,893 Followers in July. Of all Tweets across the top 10 brands, 2.4% were Retweets and 84% were Replies. 11,968 Tweets from the top 10 Twitter Accounts. That’s an average of 38.6 Tweets per day - per ID To see more comparative data on these brands, send us an email and we’ll get you started on a free trial of Unmetric.
  • 11. All data for the time period: July 1st – 31st 2014 Uncovering the best of the Restaurant Sector Among all Restaurant & Cafe Twitter IDs from North America, @DominosJamaica replies fastest to their customers' Tweets. Among all Restaurant & Cafe Twitter IDs from North America, @SeattlesBestreplies slowest to their customers' Tweets. @awrestaurants grew its follower- base faster than all other Restaurant & Cafe IDs from North America. The average Restaurant & Cafe Twitter ID from North America added 2,447 followers in July. On an average, the top 10 brands take 412 minutes to Reply to Customer Tweets. 23,300 Tweets from the top 10 Twitter Accounts. That’s an average of 75.2 Tweets per day - per ID To see more comparative data on these brands, send us an email and we’ll get you started on a free trial of Unmetric.
  • 12. Understanding Selected Top Brands
  • 13. TD BANK – Customer Service TD Bank was mindful of its customers’ needs and replied to mentions in an average of an hour and 15 minutes. The brand also replied to a lager part of mentions than the average brand from the sector.
  • 14. The Cheesecake Factory - Hashtag The Cheesecake factory halved the prices of its slices on National Cheese cake day. Their 38 tweets with the hashtag #NationalCheesecakeDay got them over 14,000 mentions in return.
  • 15. All data for the time period: July 1st – 31st 2014 Uncovering the best of Retail Sector With a growth rate of 24%, Adidas Football enjoyed the highest Growth Rate in total Video Views among the Top Retail brands. With a growth rate of 13%, Adidas Football enjoyed the highest Growth Rate in Subscribers among the Top Retail brands. With a growth rate of 100%, Vogue Eyewear grew its View Count faster than all other Retail brands. Wayfair.com grew its Subscriber Base faster than all other Retail brands. The average Retail YouTube Channel added 577,793 Views in the July. To see more comparative data on these brands, send us an email and we’ll get you started on a free trial of Unmetric.
  • 16. All data for the time period: July 1st – 31st 2014 Uncovering the best of Automotive Sector With a growth rate of 7%, Honda enjoyed the highest Growth Rate in total Video Views among the Top brands in the sector. With a growth rate of 3.2%, Jaguar USA enjoyed the highest Growth Rate in Subscribers. The average Automotive YouTube Channel added 483 subscribers. The average Automotive YouTube channel added 234,512 views in the last month. The average length of a video of Automotive YouTube Channels was 2mins, 19secs To see more comparative data on these brands, send us an email and we’ll get you started on a free trial of Unmetric.
  • 17. Understanding Selected Top Brands
  • 18. 1 2 1 2 With the World Cup winding down, Adidas Football uploaded 38 new videos in July, bringing them an astounding 41,092,336 new views and 54,381 new subscribers. Adidas Football – Back to Barcelona
  • 19. 1 2 1 2 Of the four new videos uploaded in June, the most popular video was the “A Villain Never Rests – Part 5”, continuing their successful #GoodToBeBad campaign. Jaguar USA – A Villain Never Rests The automobile brand had a growth rate of 3.2%, which was higher than the sector average of 2.6%.
  • 20. All data for the time period: July 1st – 31st 2014 Uncovering the best of the Luxury Sector With a growth rate of 42%,B&O PLAY by Bang & Olufsen grew its follower- base faster than all other Luxury brands from North America. With 140 Posts, jfisherjewelry published the most number of media among all Luxury brands from North America. Among the media posted by brands in Luxury Sector, the Engagement Score of photo posts (634) was better than that of video posts (542). On an average, the brands in Luxury Sector from North America, posted 156 Videos and 3,333 Images. Among all the photo Posts by Luxury sector brands from North America, the Toaster filter type had the best engagement. Among all the photo Posts by Luxury sector brands from North America, the X-Pro II filter type was used the most. To see more comparative data on these brands, send us an email and we’ll get you started on a free trial of Unmetric.
  • 21. All data for the time period: July 1st – 31st 2014 Uncovering the best of the F&B Sector With a growth rate of 140%,Skinny Cow grew its follower-base faster than all other Food/Beverage brands from North America. With 439 posts, Nudges Dog Treats published the most number of media among all Food/Beverage brands from North America. Among the media posted by brands in Food/Beverage Sector, the engagement score of photo posts (771) was better than that of video posts (682). On an average, the brands in Food/Beverage Sector from North America, posted 136 videos and 3,076images. Among all the photo posts by Food/Beverage sector brands from North America, the Brannan filter type had the best engagement. Among all the photo posts by Food/Beverage sector brands from North America, the Valencia filter type was used the most. To see more comparative data on these brands, send us an email and we’ll get you started on a free trial of Unmetric.
  • 22. Understanding Selected Top Brands
  • 23. 1 2 1 2 This content piece from Tory Burch that showcases its pre-fall collection received the highest engagement in the month. The Luxury brand posted 26 content pieces in the month and received an engagement score* of 748 on this post while it received an average score of 600 on the rest. Tory Burch - Content *Please see the Appendix to this report for a complete explanation of the Engagement Score.
  • 24. 1 2 1 2 Photos performed better than videos for M&M’s. The Food and Beverage brand was mindful of this and posted more photos than videos. M&M’s – Content Strategy
  • 25. All data for the time period: July 1st – 31st 2014 Uncovering the best of the Travel/Tourism Sector With a growth rate of 8.6%, Expedia enjoyed the highest Follower Growth Rate among the Top 10 brands in the sector. With a growth rate of 11%, Cheapflights added Pins at the highest rate among Top 10 Travel & Tourism brands. The average Travel & Tourism brand added 3,053 followers in the last month. With a growth rate of 153%, MrBeaches grew its follower-base faster than all other Travel & Tourism brands. The average Travel & Tourism brand added 52 pins in the last month. With a growth rate of 17,300%, VisitCOS added Pins at a faster rate than all other Travel & Tourism brands. To see more comparative data on these brands, send us an email and we’ll get you started on a free trial of Unmetric.
  • 26. All data for the time period: July 1st – 31st 2014 Uncovering the best of Retail Chain Sector With a growth rate of 70%, Staples grew its follower-base faster than all other Retail Chains brands. With a growth rate of 154%, Target has added Pins at a faster rate than all other Retail Chains brands. The average Retail Chain brand added 783 followers in July. The average Retail Chains brand added 160 pins in July. The average Retail Chains brand added 783 followers in the last month. With a growth rate of 7.7%, Home Goods added Pins at the highest rate among the Top brands in the sector. To see more comparative data on these brands, send us an email and we’ll get you started on a free trial of Unmetric.
  • 27. Understanding Selected Top Brands
  • 28. 1 2 1 2 The online travel agency is a member of multiple groups, ensuring regular activity across its profile. Amongst its owned boards, the temporary “Promoted Pins” board accounted for the most Repins (2,987) for the brand in July. Expedia In July, Expedia saw a Repins Growth Rate of 84%, on its Owned Boards, which was 12x the sector average of 6.5%. *Owned boards are boards where only the brand has permission to upload pins
  • 29. 1 2 1 2 The two most popular boards for the brand – “Yoga Inspiration” and “Women’s Workout Essentials” target the ‘ideal Pinterest user’ , and received higher Growth Rate of subscribers (3.5%), than the sector average - (1.1%). Sports Authority On its owned Boards, Sports Authority had a higher Repins Growth Rate (7.3%) than the sector average (6.0%) *Owned boards are boards where only the brand has permission to upload pins
  • 30. Appendix
  • 31. The Unmetric Score has two components - the Audience Strength and the Engagement Score. The Audience strength represents the size (share of market, presence) of the brand within the social network, and the Engagement score represents the brand’s engagement with customers (interaction, velocity). These components are built from a number of underlying metrics including (but not limited to) Total Fans, People Talking About, Engagement of brand, Sentiment of posts, Number of Admin Posts, Fan Growth rate for Facebook. These metrics are run through a number of statistical filters (normalizing across the sector, normalizing variances between metrics, outlier filtering, weighted averaging etc) to produce a single benchmarkable score. The number is normalized to give brands a score between 0 and 100. Hypothetically, the best performing brand within the sector is assigned a score of 100. All other brands within the sector are scored relative to this. The scores are unique to each sector and cannot be compared. A Score Of 80 in the Aviation industry is different from a score of 80 in the Banking industry. Unmetric Score
  • 32. Formula Facebook Engagement Score Formula ( No. of Likes + x × No. of Comments + y × No. of Shares ) × 10000 ____________________________________________________________ Audience Reception Rate Twitter Engagement Score Formula ( No. of Favorites + x × No. of Replies + y × No. of Retweets ) × 10000 ____________________________________________________________ Audience Reception Rate LinkedIn Engagement Score Formula ( No. of Likes + x × No. of Comments ) × 10000 ____________________________________________________________ Audience Reception Rate Engagement is the measure of audience responses to a brand's content and activity on a social network. To calculate the engagement score, we weigh audience interactions on brand content such as Likes, Comments, Shares or Favorites, Replies and Retweets based on their importance. We then divide their weighted sum by our estimate of the number of brand fans and followers who actively receive and view such content. The default Unmetric values for x and y are 5 and 10 respectively. Engagement Score
  • 33. Audience Reception Rate = (Fans or Followers) 0.8 Audience Reception Rate The Audience Reception Rate (ARR) is the Unmetric estimate of the number of brand fans/followers who stand to actively receive and view a brand's content.. The formula you see below calculates the Audience Reception Rate as a function of the number of brand fans/followers raised to a fixed power value of 0.8.
  • 34. Thank You Please contact us at info@unmetric.com for more information Click here if you’d like to use Unmetric to better understand what your competitors are doing, uncover compelling insights and unlock new strategies for success by claiming a free 6 day trial.

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