Social Media Shakedown of Top UK Brands in March 2014
 

Social Media Shakedown of Top UK Brands in March 2014

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With attentions spans becoming smaller, and the world of social media getting crowded. Brands from the United Kingdom have to stand out to engage. Campaigns have to be both interesting and engaging. ...

With attentions spans becoming smaller, and the world of social media getting crowded. Brands from the United Kingdom have to stand out to engage. Campaigns have to be both interesting and engaging. March was a month of contests, updates, charity and more

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Social Media Shakedown of Top UK Brands in March 2014 Social Media Shakedown of Top UK Brands in March 2014 Presentation Transcript

  • TOP UK BRANDS ON SOCIAL MEDIA MARCH 2014
  • About Unmetric We provide not-so-obvious competitive intelligence on over 19,000 brands across 30 sectors … so you know who is outsocializing who. And how. We understand that while companies have always needed competitive intelligence, it’s never been easy to come by. The modern digital media landscape gives marketers the potential to study their campaign spends, activity and decide on future spends much more rationally than ever before. Unmetric works with leading brands and agencies to help them establish benchmarks for their social media activities. The Unmetric SaaS platform creates more efficient social media teams and drives down costs by providing deep qualitative and quantitative data in an intuitive, easy-to-use online platform. Some of our clients
  • With attentions spans becoming smaller, and the world of social media getting crowded. Brands from the United Kingdom have to stand out to engage. Campaigns have to be both interesting and engaging. March was a month of contests, updates, charity and more. Premier Inn, Hotpoint and Freeview ran contests, while Adidas shared football updates and Pepsi pranked fans. All images in this report are hyperlinked to their original post but if you want to find out in detail what brands did to capture the attention of their audience, grab your free trial here.
  • Sector Leaders in the United Kingdom (Based on the Unmetric Score for Facebook) Sector Brand Automotive Aviation Banking Beverages – Alcohol Consumer Electronics Sector Brand Food & Beverages Hospitality Insurance Luxury Home Appliances March 2014
  • Sector Leaders in the United Kingdom (Based on the Unmetric Score for Facebook) Sector Brand Home Care Mobile & Handhelds Personal Care Restaurant & Cafe Retail Sector Brand Retail Chains Sports Technology Telecom Services Travel March 2014
  • A Closer Look at Selected Top Brands
  • BRAND FANS INCREASE IN FANS(%) NO. TALKING ABOUT (% OF FANS) ENGAGEMENT * Premier INN 92,196 5.7% 6.4% 1000 P&O Cruises 227,588 0.37% 0.93% 325 Cunard 112,778 1.7% 3.1% 716 Holiday Inn 74,822 32.6% 0.24% 31 Royal Caribbean 55,944 1.9% 3.8% 588 Sector Average 1.3% 1.7% 528 Mar 01- 31, 2014 *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.
  • Premier Inn – #Wakeupface Premier Inn ran a contest asking its fans, to either use a hashtag, tag a friend or comment on one of the posts. Winners would walk away with king sized beds. 8 out of 10 of the most engaging posts revolved around the contest. Premier Inn’s average engagement score in March was 1,000, which more than twice the sector average of 527.
  • Mar 01- 31, 2014 *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.
  • Hotpoint – Contests Hotpoint ran a series of contests on its Facebook page and gave away various goodies and appliances to the winners. The contests generated lots of buzz for the brand in March. The updates on the contest were posted on March 6th and 7th. Hotpoint saw an increased growth rate after the announcement of the contest.
  • BRAND FANS INCREASE IN FANS(%) NO. TALKING ABOUT (% OF FANS) ENGAGEMENT * Freeview 57,677 43.8% 17.4% 819 EE 676,873 0.95% 1.3% 608 O2 1,016,690 1.7% .89% 173 Three UK 205,571 1.6% 1.9% 371 Talk Talk 175,977 5.2% 18% 136 Sector Average 29% 3..1% 237 Mar 01- 31, 2014 *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.
  • Freeview – #catandbudgie Freeview ran a contest, asking fans to guess a scene from the adverts and winners would walk away with a brand new 40” Samsung Freeview HD TV or one of two Freeview+ HD boxes. Freeview garnered an average engagement score of 819, which is almost 4 times the sector average of 239.
  • Sector Leaders in the United Kingdom (Based on the Unmetric Score for Twitter) Sector Brand Automotive Aviation Banking Beverages – Alcohol Consumer Electronics Sector Brand Food & Beverages Hospitality Insurance Luxury Home Appliances March 2014
  • Sector Leaders in the United Kingdom (Based on the Unmetric Score for Twitter) Sector Brand Home Care Mobile & Handhelds Personal Care Restaurant & Cafe Retail Sector Brand Retail Chains Sports Technology Telecom Services Travel March 2014
  • SO A Closer Look at Selected Top Brands
  • BRAND FOLLOWERS % INCREASE IN FOLLOWERS ENGAGEMENT SCORE MENTIONS COUNT AVERAGE REPLY TIME @nokiamixradio 35,721 8.9% 515 8,241 3hrs, 14mins @nokia_uk 67,639 3.1% 224 6,015 16hr, 52mins @SamsungMobileU K 62,927 3.9% 236 - 15hrs, 48mins @WindowsPhoneUK 27,632 1.6% 186 662 3hrs, 52mins @UK_BlackBerry 123,008 .33% 55 720 19hrs Sector Averages 5.0% 107 9,783 8hrs, 9mins March 01- 31, 2014
  • Nokia MixRadio – #MixRadioDiscovery Nokia MixRadio ran a contest where one lucky winner would walk away with a Nokia Lumia 1020. Entrants had to tweet a song, artist or mix which he/she discovered and use the hashtag #MixRadioDiscovery. The hashtag was used over to 12,000 times. Nokia MixRadio’s engagement score peaked during the contest and garnered an overall average engagement score of 515, which is more than 5 times the sector average of 107. The number of mentions of @NokiaUK peaked between the 10th and the 21th March with more than 8,200 mentions.
  • BRAND NUMBER OF FOLLOWERS % INCREASE IN FOLLOWERS ENGAGEMENT SCORE MENTIONS COUNT AVERAGE REPLY TIME @BenefitUK 121,243 2.6%)% 154 - 10hrs, 41mins @BarryMCosmetics 79,174 3.2% 469 2,008 2hr, 3mins @@Avon_UK 73,777 1.6% 770 3,611 6hrs, 49mins @sleepmakeup 66,164 3.7% 65 0 10hrs, 5mins @TheBodyShopUK 48,924 4.3% 109 6,253 20hrs, 10mins Sector Averages 3.3% 109 870 20hrs, 10mins March 01- 31, 2014
  • Benefit Cosmetics UK – #browarchmarch Benefit Cosmetics, conducted a campaign encouraging followers to get their brows waxed or shaped at a dedicated brow bar and the proceeds would go to a charity. The hashtag #browarchmarch was used for the campaign and has been used 2,600 times by followers. #browarchmarch was the most used hashtag by the brand and its followers in March. Benefit Cosmetics was re-tweeted 4,291 times which is almost 8 times the sector average of a brand in Europe.
  • BRAND NUMBER OF FOLLOWERS % INCREASE IN FOLLOWERS ENGAGEMENT SSCORE MENTIONS COUNT AVERAGE REPLY TIME @adidasUK 407,057 3.6% 654 - 1hrs, 25mins @gamedigital 132,137 3.2% 126 - 1hr, 41mins @ASOS_HeretoHelp 73,109 3.1% 7 - 31mins @FollowWestwood 201,530 4.1%% 243 4,164 8hrs, 1min @ocado 30,981 1.5% 26 - 2hrs, 8mins Sector Averages 5.0% 57 4,965 8hrs, 1min March 01- 31, 2014
  • Adidas UK - #allincfc Adidas UK shared updates and scores on the Champions Legaue and Chelsea Football Club using the hashtag #allincfc. These tweets engaged most with the followers in the month of March. #allincfc was used more than 9,800 times by Adidas UK followers in March.
  • Sector Leaders in the United Kingdom (Based on the Unmetric Score for YouTube) Sector Brand Automotive Aviation Banking Beverages – Alcohol Consumer Electronics Sector Brand Food & Beverages Hospitality Insurance Luxury Home Appliances March 2014
  • (Based on the Unmetric Score for YouTube) Sector Brand Home Care Mobile & Handhelds Personal Care Restaurant & Cafe Sector Brand Retail Chains Retail Telecom Services Travel March 2014 Sector Leaders in the United Kingdom
  • SO A Closer Look at Selected Top Brands
  • Honda – Honda Civic Type R Concept Unveil Video Views Growth Honda UK’s video unveiling the Concept Honda Civic Type R garnered a massive 180,000 views in March.
  • Virgin Money: Investments in Three Minutes Video Views GrowthVirgin Money’s video on investing was the most watched video on its channel in March with more than 28,000 views.
  • The “Live for Now” ad from Pepsi MAX UK was viewed more than 450K times in March to become the most watched on its channel. Video Views Growth Pepsi MAX UK: Unbelievable Bus Shelter | Pepsi Max. Unbelievable #LiveForNow
  • Unmetric compiled this report by sourcing data from its own benchmarking platform. Click here to gain access to all this data by claiming a free 6 day trial. We analyze data from: METHODOLOGY
  • THANK YOU Please contact us at info@unmetric.com or drop us a line on Twitter with @unmetric
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