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Social Media Shakedown of Top Brands in September 2013

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Heineken drops people on desert islands as part of an elaborate campaign played out on social media channels, T-Mobile continues its customer oriented approach with fast replies to questions on …

Heineken drops people on desert islands as part of an elaborate campaign played out on social media channels, T-Mobile continues its customer oriented approach with fast replies to questions on Facebook and American Express asked customers what their #passionproject was

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  • Great to hear, Tom! We release new reports every month so you'll get some good, up to date information to work with. Best of luck with your project!
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  • 1. Social Media Shakedown of Top Brands in September 2013 analyzed by
  • 2. ANALYSIS OF BRANDS ON FACEBOOK SO Fans, Conversations, Engagement, Campaigns, etc...
  • 3. Brands that Gained the Most New Fans Added more than 2.8 Million Fans 3,000,000 2,851,889 2,812,557 2,492,691 2,500,000 2,000,448 2,000,000 1,500,000 1,331,449 1,244,031 1,186,190 1,171,534 Logitech MasterCard 1,105,114 1,067,522 Knorr Nickelodeon 1,000,000 500,000 - Samsung Mobile September 2013 Nescafe Michael Kors Nintendo Paramount Handheld Pictures Gaming Cartoon Network
  • 4. Brands with the Highest Fan Growth Rate experienced an astounding fan growth rate of 451% 500% 450% 451% 431% 393% 400% 336% 350% 334% 300% 279% 278% 274% 238% 250% 202% 200% 150% 100% 50% 0% Pacific Life September 2013 Logitech VMware Paramount Cabo Diablo Horizon Suite Pictures Scuderia Ferrari Verizon BlueCross TomTom Outlook.com Small Biz BlueShield of South Carolina
  • 5. Most Engaging Posts Across All Sectors September 2013
  • 6. 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 September 2013 Brand
  • 7. 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 September 2013 Brand
  • 8. A Closer Look at Selected Top Brands
  • 9. Heineken - #Dropped Heineken’s #Dropped campaign engaged well for them in September
  • 10. Samsung Mobile USA – Note 3 and Samsung Gear Samsung Mobile USA garnered high engagement posting around their Note 3 and the Samsung Gear. They posted most around Engagement Oriented Posts.
  • 11. Walmart – Engaging Posts Walmart posted most around Store-Specific updates but their best performing posts were engagement oriented.
  • 12. H&M – Content Strategy H&M had a balanced content strategy for the month of September, with questions to fans and posts around new products engaging the best for them. New Product Contest
  • 13. T-Mobile – Admin Responses and Engagement Details T-Mobile responded to an astounding 96.5% of their fan posts in an average of 1hr 13 minutes. Admin Participation : 96.5% Fans initiated 2,172 conversations on the TMobile Wall and they participated in 96.5%.
  • 14. Michael Kors - #AllAccessKors Michael Kors has the highest Unmetric Score in the Luxury sector and their #AllAccessKors campaign engaged very well for them.
  • 15. ANALYSIS OF BRANDS ON TWITTER SO Followers, Customer Service Metrics, Campaigns, etc...
  • 16. Brands that Gained the Most New Followers 2,000,000 1,800,000 added 1.7 million new Followers on Twitter 1,779,135 1,600,000 1,368,997 1,400,000 1,283,594 1,200,000 928,685 1,000,000 800,000 633,470 600,000 494,916 476,298 457,967 447,119 CNN Breaking News Android Microsoft The New York Times 400,000 399,833 200,000 - Instagram September 2013 Twitter YouTube Facebook Ellen DeGeneres CNN
  • 17. Brands that Tweeted the Most News brands have been the most prolific tweeters. 10,000 9,159 9,000 9,066 8,000 7,000 6,000 4,855 5,000 4,000 3,263 3,000 2,958 2,315 2,255 2,231 2,193 2,153 E! Online 7NEWS Denver Channel 2,000 1,000 - Huffington JPMorgan Post Chase Jobs September 2013 Standard Wells Fargo Chartered Careers Jobs Business Insider CNET NBC10 The Philadelphia Associated Press
  • 18. 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 September 2013 Brand
  • 19. 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 September 2013 Brand
  • 20. A Closer Look at Selected Top Brands SO
  • 21. American Express – #passionprojectzps American Express tweeted extensively around #Passionproject and #Passionprojectzps. #Passionprojectzps and #neverforget were the brand’s most engaging hashtags for September.
  • 22. Pizza Hut – Customer Service Pizza Hut responds to 21% of their mentions, which is much higher than the sector average of 9% Pizza Hut replied to 13,871 tweets in September, with an ART of 1hr 14 mins. Apart from plain text, their most popular reply strategy was a request to view a link. 8am-12 noon had to have the highest ART for Pizza Hut, with most of the outliers coming within that bracket.
  • 23. Mac– Engagement Study Mac had an average engagement score of 277, for the month of September. These are some of their most engaging tweets for the month.
  • 24. BMW – Content Strategy Tweets with Links engaged best for BMW, these were also the most popular type of tweet.
  • 25. Victoria Secret– #vsfashionshow Victoria Secret posted most around #vsfashionshow, this was also their most engaging tag.
  • 26. ANALYSIS OF BRANDS ON YOUTUBE SO Views, Shares, Uploads, Top Video, etc...
  • 27. Brands with the Most New Views added an incredible 79 million views 90,000,000 80,000,000 79,130,457 70,000,000 60,000,000 50,000,000 40,000,000 66,621,412 59,499,869 52,518,033 49,541,370 40,162,662 31,087,907 30,000,000 20,000,000 10,000,000 - September 2013 25,689,137 25,304,968 23,878,391
  • 28. Top Videos of the Month Motorola - Moto X – Lazy Phone Ad Dior Homme – Official Director’s Cut Sony Xperia Z1 Chipotle – The Scarecrow September 2013
  • 29. 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 September 2013 Brand
  • 30. 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 September 2013 Brand
  • 31. A Closer Look at Selected Top Brands SO
  • 32. Motorola - Moto X – Lazy Phone Ad Tired of having to touch your lazy phone? Moto X responds to your voice and frees up your hands for more important things. Just talk. Video Views Growth
  • 33. Dior Homme – Official Director’s Cut Dior Homme Fragrance Uncensored Director's Cut starring Robert Pattinson, directed by Romain Gavras. Music by Led Zeppelin. Video Views Growth
  • 34. Sony Xperia Z1 - all the power and smartness from Sony in a premium smartphone Introducing Sony's brand new smartphone, Xperia Z1, featuring the award winning G Lens from Sony, Exmor RS and intelligent BIONZ™ processing engine for mobile - the same quality and performance as Sony's compact digital cameras is now in one revolutionary smartphone. Video Views Growth
  • 35. Chipotle – The Scarecrow Watch "The Scarecrow," the companion film for Chipotle's new app-based game. Then download the free app at www.scarecrowgame.com and join the quest for wholesome, sustainable food. The song "Pure Imagination" performed by Grammy Award®--winning artist Fiona Apple, is available for download on iTunes. Video Views Growth
  • 36. 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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