Social Media Shakedown of Top Brands in November 2013

analyzed by
The Unmetric Platform
Unmetric monitors over 10,000 brands
across 30 sectors and geographies.
We analyze data from:

Some ...
ANALYSIS OF

BRANDS ON
FACEBOOK

SO

Fans, Conversations, Engagement,
Campaigns, etc...
Brands that Gained the Most New Fans

12,000,000

Added more than 9.9 Million Fans
10,000,000

9,980,197

8,000,000

6,637...
Brands with the Highest Fan Growth Rate
700%

600%

experienced an impressive fan growth rate of 592%
592%

499%

500%

46...
Most Engaging Posts Across All Sectors

Engagement Score: 9.149

Engagement Score: 6,838
November 2013

Engagement Score: ...
Sector Leaders in the United States
(Based on the Unmetric Score for Facebook)

Sector

Brand

Sector

Automotive

Educati...
Sector Leaders in the United States
(Based on the Unmetric Score for Facebook)

Sector

Brand

Sector

Television

Retail ...
A Closer Look at
Selected Top
Brands
Michael Kors – Content Strategy
Michael Kors focused its Facebook content strategy on posting updates about its products a...
T-Mobile – #HintHint
T-Mobile’s #HintHint campaign, which asks its fans to create and share their wish list for a
chance t...
Aéropostale – #WishForIt

Aéropostale asked its fans to use the hashtag #WishForIt to post what they are wishing for and t...
ANALYSIS OF

BRANDS ON

TWITTER

SO

Followers, Customer Service Metrics,
Campaigns, etc...
Brands that Gained the Most New Followers
1,400,000

added 1.3 million new Followers on Twitter
1,307,997

1,219,982
1,200...
Brands that Tweeted the Most
News brands have been the most prolific tweeters
9,000

8,000

7,622

7,000

6,000

5,000

4,...
Sector Leaders in the United States
(Based on the Unmetric Score for Twitter)

Sector

Brand

Sector

Automotive

Educatio...
Sector Leaders in the United States
(Based on the Unmetric Score for Twitter)

Sector

Brand

Sector

Television

Retail C...
A Closer Look at
Selected Top
Brands

SO
Audi - #WantAnR8

Audi ran a Twitter contest in November asking fans to create their own love letters to the R8 model usin...
Whole Foods Market - #WFMHoliday
Whole Foods Market used #WFMHoliday to promoted its ‘Holiday Cheat Sheet’ microsite which...
New York Life - #KeepGoodGoing Holiday Chat
New York Life and Shorty Awards conducted a #KeepGoodGoing Holiday Twitter cha...
Walt Disney World – #VeryMerry Christmas Party
Walt Disney World ran the ‘Mickey’s Very Merry Christmas Party Tweet and Wi...
American Airlines – Customer Service
American Airlines replied to an astounding 30,474 customer queries on Twitter within ...
ANALYSIS OF

BRANDS ON

YOUTUBE

SO

Views, Shares, Uploads, Top Video, etc...
Brands with the Most New Views
added an incredible 83 million views
90,000,000

83,299,053

80,000,000
70,000,000
60,000,0...
Top Videos of the Month
Volvo Trucks – The Epic Split feat. Van Damme

Louis Vuitton – L ’Invitation au Voyage

Kmart – Sh...
Sector Leaders in the United States
(Based on the Unmetric Score for YouTube)

Sector

Brand

Sector

Automotive

Educatio...
Sector Leaders in the United States
(Based on the Unmetric Score for YouTube)

Sector

Brand

Sector

Television

Retail C...
A Closer Look at
Selected Top
Brands

SO
Volvo Trucks – The Epic Split feat. Van Damme

Volvo Trucks’ video featuring Van Damme doing the epic
split garnered more ...
Louis Vuitton – L ’Invitation au Voyage

Louis Vuitton’s ‘L’ Invitation au Voyage’ video was the
most watched video on its...
Kmart – Show Your Joe
Kmart’s ‘Show Your Joe’ garnered more than 15 million
views to become the top video on its channel i...
John Lewis – The Bear & The Hare

John Lewis’ Christmas advert ‘The Bear & The Hare’ was
the most watched videos on its ch...
THANK YOU
Please contact us at

info@unmetric.com
for more information

About Unmetric :
Unmetric works with leading brand...
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Social Media Shakedown of Top Brands in November 2013

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Brands leveraged wish lists and dreams come true contests in the build up to the holidays to win fans and build engagement, but surely Audi took the prize by offering followers the chance to drive an R8. American Airlines continues to set the benchmark for customer service on Twitter, leaving competitors struggling to catch up and November will forever be remembered as the month of the Epic Split.

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Social Media Shakedown of Top Brands in November 2013

  1. 1. Social Media Shakedown of Top Brands in November 2013 analyzed by
  2. 2. The Unmetric Platform Unmetric monitors over 10,000 brands across 30 sectors and geographies. We analyze data from: Some of our clients across the globe:
  3. 3. ANALYSIS OF BRANDS ON FACEBOOK SO Fans, Conversations, Engagement, Campaigns, etc...
  4. 4. Brands that Gained the Most New Fans 12,000,000 Added more than 9.9 Million Fans 10,000,000 9,980,197 8,000,000 6,637,150 6,000,000 4,105,475 4,000,000 2,282,361 1,590,696 2,000,000 1,568,937 1,562,244 Knorr Viber Coca-Cola 1,497,333 1,458,267 1,264,443 - Facebook November 2013 Country Outfitter The Daily Show Christian Louboutin Playboy Walt Disney Samsung Studios Mobile
  5. 5. Brands with the Highest Fan Growth Rate 700% 600% experienced an impressive fan growth rate of 592% 592% 499% 500% 468% 400% 359% 326% 300% 271% 245% 191% 200% 175% 171% American Heritage Chocolate Personal Creations 100% 0% Philips TV DAVID SeedsONE Coconut ETS Global Water November 2013 M&T Bank FLOWER Beauty Papa's Pilar Geometry Global
  6. 6. Most Engaging Posts Across All Sectors Engagement Score: 9.149 Engagement Score: 6,838 November 2013 Engagement Score: 8,168 Engagement Score: 6,438
  7. 7. Sector Leaders in the United States (Based on the Unmetric Score for Facebook) Sector Brand Sector Automotive Education Aviation Food & Beverages Banking Hospitality Beverages – Alcohol Insurance Consumer Electronics Luxury November 2013 Brand
  8. 8. Sector Leaders in the United States (Based on the Unmetric Score for Facebook) Sector Brand Sector Television Retail Chains Mobile & Handhelds Sports Personal Care Technology Restaurant & Cafe Telecom Services Retail Travel November 2013 Brand
  9. 9. A Closer Look at Selected Top Brands
  10. 10. Michael Kors – Content Strategy Michael Kors focused its Facebook content strategy on posting updates about its products and these updates engaged well with its fans. Michael Kors saw an average engagement score of 280, which is almost three times the sector average of 100.
  11. 11. T-Mobile – #HintHint T-Mobile’s #HintHint campaign, which asks its fans to create and share their wish list for a chance to win a $1,750 T-Mobile promotional card, engaged the best with its fans on Facebook in November. The number of fans talking about the brand peaked when the posts about the #HintHint campaign was posted. As a result, T-Mobile garnered an overall average engagement score of 153, which is 4 times the sector average of 38.
  12. 12. Aéropostale – #WishForIt Aéropostale asked its fans to use the hashtag #WishForIt to post what they are wishing for and the brand granted one wish every day. These posts generated lots of buzz for the brand in November. The #WishForIt related posts engaged better with an average engagement score of 134 against 36 posts, whereas the overall average engagement score for the brand was just 106. Aéropostale’s average engagement score in November was 106, which was more than 3 times the sector average of 33.
  13. 13. ANALYSIS OF BRANDS ON TWITTER SO Followers, Customer Service Metrics, Campaigns, etc...
  14. 14. Brands that Gained the Most New Followers 1,400,000 added 1.3 million new Followers on Twitter 1,307,997 1,219,982 1,200,000 1,000,000 806,176 800,000 602,194 600,000 546,095 487,180 452,123 419,364 400,000 394,978 394,005 Facebook CHANEL 200,000 - YouTube November 2013 Twitter Instagram Ellen DeGeneres Samsung Mobile CNN Breaking News Android Starbucks Coffee
  15. 15. Brands that Tweeted the Most News brands have been the most prolific tweeters 9,000 8,000 7,622 7,000 6,000 5,000 4,000 3,367 2,821 3,000 2,784 2,685 2,340 2,302 2,284 2,132 2,089 Al Jazeera English TheStreet 7NEWS Denver Channel WCPO Cincinnati NBC Los Angeles 2,000 1,000 - Huffington Post November 2013 Business NBC10 The Boston Insider Philadelphia Globe Slate
  16. 16. Sector Leaders in the United States (Based on the Unmetric Score for Twitter) Sector Brand Sector Automotive Education Aviation Food & Beverages Banking Hospitality Beverages – Alcohol Insurance Consumer Electronics Luxury November 2013 Brand
  17. 17. Sector Leaders in the United States (Based on the Unmetric Score for Twitter) Sector Brand Sector Television Retail Chains Mobile & Handhelds Sports Personal Care Technology Restaurant & Cafe Telecom Services Retail Travel November 2013 Brand
  18. 18. A Closer Look at Selected Top Brands SO
  19. 19. Audi - #WantAnR8 Audi ran a Twitter contest in November asking fans to create their own love letters to the R8 model using footage and music provided by the brand. All for the chance to drive an R8 for a day. Tweets around the contest engaged the best with its followers. #WantAnR8 became the most used hashtag by the brand and its followers and the hashtag saw an engagement score of 364.
  20. 20. Whole Foods Market - #WFMHoliday Whole Foods Market used #WFMHoliday to promoted its ‘Holiday Cheat Sheet’ microsite which consists of holiday tips, tricks and recipes. These tweets engaged the best with its followers in November. #WFMHoliday was the most used hashtag. It was used 391 times by the brand and 3,743 times by its followers.
  21. 21. New York Life - #KeepGoodGoing Holiday Chat New York Life and Shorty Awards conducted a #KeepGoodGoing Holiday Twitter chat on the 25th November and gave away three $100 Target gift cards at random during the chat. Tweets around the chat generated lots of buzz for the brand. #KeepGoodGoing was the most used by the brand and its followers. It was also the most engaging hashtag for the brand with an engagement score of 132. The mentions of @NewYorkLife peaked on the 25th November – the day of #KeepGoodGoing Twitter chat
  22. 22. Walt Disney World – #VeryMerry Christmas Party Walt Disney World ran the ‘Mickey’s Very Merry Christmas Party Tweet and Win’ sweepstakes between 4th and the 7th November. #VeryMerry was the most used and most engaging hashtag for the brand in November. Usage of the hashtag, #VeryMerry peaked during the sweepstakes’ entry period with more than 4,000 mentions on the 4th November. Tweets around Mickey’s Very Merry Christmas party sweepstakes saw high engagement with an average engagement score of 489.
  23. 23. American Airlines – Customer Service American Airlines replied to an astounding 30,474 customer queries on Twitter within a jaw-dropping average response time of 12 minutes in November. American Airlines replied to the most number of queries in the shortest time when compared to the other top US airlines. American Airlines responded to 76.5% of the mentions which is more than twice the sector average of 34%
  24. 24. ANALYSIS OF BRANDS ON YOUTUBE SO Views, Shares, Uploads, Top Video, etc...
  25. 25. Brands with the Most New Views added an incredible 83 million views 90,000,000 83,299,053 80,000,000 70,000,000 60,000,000 50,000,000 40,000,000 30,000,000 20,000,000 10,000,000 - November 2013 75,340,262 69,169,053 57,662,918 53,322,209 50,784,293 50,400,494 43,474,897 33,197,887 28,748,369
  26. 26. Top Videos of the Month Volvo Trucks – The Epic Split feat. Van Damme Louis Vuitton – L ’Invitation au Voyage Kmart – Show Your Joe John Lewis – The Bear & The Hare November 2013
  27. 27. Sector Leaders in the United States (Based on the Unmetric Score for YouTube) Sector Brand Sector Automotive Education Aviation Food & Beverages Banking Hospitality Beverages – Alcohol Insurance Consumer Electronics Luxury November 2013 Brand
  28. 28. Sector Leaders in the United States (Based on the Unmetric Score for YouTube) Sector Brand Sector Television Retail Chains Mobile & Handhelds Sports Personal Care Technology Restaurant & Cafe Telecom Services Retail Travel November 2013 Brand
  29. 29. A Closer Look at Selected Top Brands SO
  30. 30. Volvo Trucks – The Epic Split feat. Van Damme Volvo Trucks’ video featuring Van Damme doing the epic split garnered more than 55 million views within just 15 days of its release to become the top brand video in November. Video Views Growth
  31. 31. Louis Vuitton – L ’Invitation au Voyage Louis Vuitton’s ‘L’ Invitation au Voyage’ video was the most watched video on its channel in November with more than 33 million views. Video Views Growth
  32. 32. Kmart – Show Your Joe Kmart’s ‘Show Your Joe’ garnered more than 15 million views to become the top video on its channel in November. Video Views Growth
  33. 33. John Lewis – The Bear & The Hare John Lewis’ Christmas advert ‘The Bear & The Hare’ was the most watched videos on its channel in November with more than 9 million views. Video Views Growth
  34. 34. THANK YOU Please contact us at info@unmetric.com for more information About Unmetric : Unmetric works with leading brands and agencies to help them establish benchmarks for their social media teams and social media campaigns. The data provided by the Unmetric (SaaS) platform is instrumental in facilitating understanding and driving down costs by creating more efficient social media teams.
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