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How Car Rental Brands Drive Engagement on Social Media
 

How Car Rental Brands Drive Engagement on Social Media

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The largest car rental brands are battling it out across social media platforms to win the travelling customer. This report lifts the hood on the social media performances of Avis, Enterprise, Hertz, ...

The largest car rental brands are battling it out across social media platforms to win the travelling customer. This report lifts the hood on the social media performances of Avis, Enterprise, Hertz, Budget, Alamo, Thrifty and Dollar.

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    How Car Rental Brands Drive Engagement on Social Media How Car Rental Brands Drive Engagement on Social Media Presentation Transcript

    • CAR RENTAL BRANDS A SOCIAL MEDIA PERFORMANCE REPORT
    • THE SOCIAL MEDIA BENCHMARKING COMPANY FOR BRANDS We monitor and analyze the daily activity on the social media outposts of over 10,000 brands in 33 sectors across Facebook, Twitter, YouTube and Pinterest. Our clients use Unmetric to analyze competitors, benchmark their performance, and compete intelligently.
    • FACEBOOK ANALYSIS Time Period: May– June 2013
    • 28 19 16 15 14 11 10 0 5 10 15 20 25 30 Enterprise Alamo Budget Hertz Thrifty Avis Dollar The Unmetric Score is the first ever sector aware social media benchmark score that blends various qualitative and quantitative metrics to rank your brand against your competitors. Facebook Unmetric Score Enterprise towers above the rest with the highest Unmetric Score on Facebook.
    • 266,040 180,353 137,210 88,923 39,248 27,675 16,438 13,948 0 50,000 100,000 150,000 200,000 250,000 300,000 Enterprise National Alamo Hertz Thrifty Dollar Avis Budget Fans Enterprise has the largest fan base. This could be owed to the fact that they dominate a large part of the market.
    • 16.30% 34.52% 20.59% 20.50% 4.95% 1.98% 1.90% 1.90% 0.11% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% Fan Growth Percentage Enterprise grew twice as fast as the average car rental brand.
    • 32 53 343 51 30 36 58 57 35 53 46 42 25 25 23 6 4 0 10 20 30 40 50 60 70 80 90 100 0 50 100 150 200 250 300 350 400 Admin Posts Engagement Engagement Vs Admin Posts Enterprise earned the highest engagement, even though National posted the most during the time period analyzed. The Engagement Score is calculated based on the number of Likes, Comments, Shares and estimated impressions each post gets.
    • Most Engaging Posts Alamo- Engagement Score: 351 Alamo- Engagement Score: 272 Enterprise- Engagement Score: 207 Hertz- Engagement Score: 155
    • 72.73% 66.67% 59.14% 52.54% 48.40% 33.99% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% Budget Avis Enterprise National Alamo Hertz Reply Percentage Budget has replied to the largest percentage of fan posts. Dollar and Thrifty don’t allow fans to post on their wall.
    • 1,416 946 884 836 281 203 0 200 400 600 800 1000 1200 1400 1600 National Hertz Budget Avis Alamo Enterprise Average Reply Time (in minutes) Enterprise replies the fastest to fan posts.
    • 5 18 25 11 27 93 7 3 5 49 354 128 80 109 244 39 34 161 0 50 100 150 200 250 300 350 400 0 10 20 30 40 50 60 70 80 90 100 Number of Posts Engagement Content Strategy Contest updates earned the best engagement by fans.
    • TWITTER ANALYSIS Time Period: May – June 2013
    • Twitter Unmetric Score 37 29 20 20 17 17 0 5 10 15 20 25 30 35 40 Hertz Enterprise Alamo Thrifty Dollar Avis Hertz has the highest Unmetric Score, followed by Enterprise. The Twitter handles of National and Budget were very recently added to the Unmetric platform and hence sufficient data wasn’t available to fully analyze their Twitter performance.
    • 23,065 13,631 10,350 7,593 5141 3,736 3,293 3,193 2,907 0 5,000 10,000 15,000 20,000 25,000 Followers Hertz has the most people following them on Twitter. This might be because a good part of their replies are requests to DM which require the person to follow the brand. National has two Twitter handles; @NationalPro for brand news and @nationalcares for customer service.
    • Follower Growth Percentage 8.50% 11.32% 10.81% 10.35% 8.41% 7.10% 6.93% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% Sector Average Alamo Avis Enterprise Thrifty Dollar Hertz Alamo grew the most in the time period analyzed, probably because it has the smallest follower base.
    • 2,254 1,141 714 296 174 155 139 127 116 0 500 1000 1500 2000 2500 Tweets Hertz tweets the most among all brands monitored, almost 36 times a day. Their tweets are mostly replies.
    • Replies Percentage 99% 91% 89% 79% 61% 59% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Hertz Enterprise Alamo Avis Dollar Thrifty 99% of Hertz’ Tweets are replies. Their replies are mostly requests to send a direct message and occasionally also include an apology.
    • Replies 2,221 1,034 563 264 77 68 0 500 1000 1500 2000 2500 Hertz Enterprise Avis Alamo Dollar Thrifty Hertz has replied to over 2,200 tweets in the time period analyzed.
    • 1,274 1,034 1,006 716 609 110 280 0 200 400 600 800 1000 1200 1400 Dollar Thrifty Avis Alamo Hertz Enterprise Sector Average Average Reply Time (in minutes) Enterprise takes customer support seriously; they reply to over 1,000 tweets in an average of less than two hours.
    • YOUTUBE ANALYSIS Time Period: May – June 2013
    • 17 16 13 12 0 2 4 6 8 10 12 14 16 18 Hertz Avis Enterprise Alamo Hertz tops YouTube with Avis following close behind. YouTube Unmetric Score Dollar and Thrifty don’t appear to have an official YouTube Channel. National and Budget were added very recently to the Unmetric platform, hence sufficient data wasn’t available to fully analyze their YouTube performance.
    • 274,214 236,618 138,104 66,310 31,898 27,738 0 50,000 100,000 150,000 200,000 250,000 300,000 Hertz Enterprise Avis Budget Alamo National Views The Hertz channel has the most views. Though they’ve been inactive recently, their past videos seem to have fared well.
    • Views Growth % 3.60% 25.20% 4.30% 4.10% -6.26% -10.00% -5.00% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Sector Average Avis Alamo Hertz Enterprise The negative growth indicates that a few videos were removed from the channel. Avis grew rapidly when compared to the sector average. This came as no surprise, especially with their recent “The Professionals” YouTube campaign.
    • 371 342 193 96 80 60 0 50 100 150 200 250 300 350 400 Hertz Enterprise Avis National Budget Alamo Subscribers Hertz has the most people subscribing to its channel. This can be attributed to past campaigns to drive viewership.
    • Subscribers Growth % 10.50% 15.40% 14.20% 11.10% 7.20% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 18.00% Sector Average Alamo Avis Hertz Enterprise Alamo’s channel grew the most in the time period analyzed.
    • 123 69 37 28 14 5 2 1 0 0 3 2 0 20 40 60 80 100 120 140 Enterprise Hertz Avis Budget National Alamo Total Uploads New Uploads National added the most new videos in the time period analyzed. Their videos are unique, created specifically for YouTube. Video Uploads Enterprise has the most videos in their channel.
    • 04:41 01:36 01:10 01:07 01:01 00:16 00:00 01:12 02:24 03:36 04:48 06:00 Hertz National Enterprise Avis Budget Alamo Average Video Length (mm:ss) Alamo’s videos are the shortest – 16 seconds on an average. Hertz’ videos, which average out at four and a half minutes, are the longest.
    • Top Videos from Brands Analyzed 1. "The Professionals" Steve Stricker Avis Commercial Spring 2013 2. Hertz Gold Plus Rewards 3. "The Professionals" Nigel Barker Avis Commercial Spring 2013
    • "The Professionals" Steve Stricker Avis Commercial Spring 2013 If Avis is perfect for Steve Stricker, it’s perfect for you too.
    • Hertz Gold Plus Rewards You can drive down a gold paved road if you are a gold plus member at Hertz.
    • "The Professionals" Nigel Barker Avis Commercial Spring 2013 Why is Avis right for Nigel Barker?
    • THANK YOU Please contact us at info@unmetric.com for more information About Unmetric : ‪Unmetric is a social media benchmarking company headquartered in New York with clients and operations across the globe. We work with Fortune 500 companies to help them establish benchmarks for their social media teams and social media campaigns. The data provided by the Unmetric platform can be instrumental in facilitating understanding and driving down costs by creating more efficient social media teams.‪