Top Tech Brands on Social Media
 

Top Tech Brands on Social Media

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Unmetric's Social Media Benchmarking and Competitive Analysis Report of Top Technology Brands in the United States

Unmetric's Social Media Benchmarking and Competitive Analysis Report of Top Technology Brands in the United States

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  • Full Name Full Name Comment goes here.
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  • @unmetric Not sure how you could immediately infer that I am not a fan of response time metrics? I am a huge supporter of response time. But - for Facebook as you are no doubt aware- the response time that is can be calculated through Public API/page scrubbing is limited only towards Fan Posts. Fan Posts represent a small distribution of overall inbound volume for most brands (about 10%). Calculating response time on fan posts in my humble opinion represents a gross inaccuracy because it excludes fan direct messages and fan comments (the other 90% of inbound volume). Response Time calculated in this manner could not be presented to executives or the public even as a proxy metric.

    I do not see any features for inbound message response on your product page. In order to track response time accurately on Facebook for your report, all of those brands would need to be responding to messages through unmetric so the average response time could be calculated correctly. That is why I figured you were showing restraint by not purporting to track response time for Facebook but were still reporting it for Twitter.

    To your other notion: regardless of the collaboration/fragmentation among agencies/vendors/tools managing a Brand's social accounts globally/regionally/locally, the zero moment of truth is the same. A brand's executives will be held accountable to themselves and their consumers. Yes, a comparison is difficult due to the duplication and difficulty in tracking so many pages, that is why we are having this discussion.
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  • @truenorth8 It can be tough to make comparisons when there are so many different pages, for example the hospitality and auto sectors are highly fragmented with multiple agencies and internal/external teams handling multiple social media touchpoints (eg. global page, national page, model page).

    Curious to know why you are not a fan of response time metrics? From our experience, it's a big deal for brands/agencies when they evaluate our platform.
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  • Good day unmetric and thank you for your quick and thoughtful response to my comment.

    On the assumption of global brands switching to global pages, I would not expect the majority of them to switch. Volvo, Ford, Coca-cola, Intel, and Walmart are excellent example of brands that are counteract this assertion. Target recently opened up in Canada - One of the first things they did was make a Facebook Canada Page. All despite Facebook's announcement and introduction of global pages well beforehand.

    Overall, this can also be a byproduct of a brand's internal management and organizational structure which impacts their social media program/model priorities, goals, and objectives.

    I understand the applicability of you only accounting for the US account or Global account, as annotated in the footnote of slide posting. However Slide 7 should not delineate by 'Brand' under the column, and instead be by 'Account'. Further, stating who are 'Top Brands in the Tech Sector' is somewhat misleading due to incapability to effectively aggregate and reconcile fan data (per your comment re: fan duplication).

    I thank you for not misleading audience including a average reply/response time metric for Facebook as other vendors often do.

    Look forward to more reports and discussion.
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  • Hi Teddy, where applicable, we take the global accounts or the US account for our analysis. It's often the case that different agencies are handling regional accounts so it's unfair to make a comparison. Samsung is a good example where you could have the same people that are a fans of the global mobile page the USA mobile page and global home appliances page, hence it's not an accurate picture as you could be counting some people multiple times. As brands switch to the global pages, I'm sure the numbers will become much more accurate for brand managers wishing to compile this kind of data.
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  • What about brands with a distributed social presence by geography? Would you agree this data will not fairly represent those brands accurately?

    I understand the intent, but brands with a social model where there are country based social accounts as opposed to a unified global account has various ramifications for fan counts (slide 7) and Fan Distribution (slide 14).
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Top Tech Brands on Social Media Top Tech Brands on Social Media Presentation Transcript

  • SOCIAL MEDIA BENCHMARKING& COMPETITIVE INTELLIGENCE forTop Brands in the Tech Sector
  • THE SOCIAL MEDIA BENCHMARKING COMPANY SO FOR BRANDS We monitor and analyze the daily activity on the socialmedia outposts of over 11,000 brands in 33 sectors across Facebook, Twitter, YouTube and Pinterest. Our clients use Unmetric to analyze competitors,benchmark their performance, and compete intelligently.
  • February 2013Technology Sector on Social Media 14% 4.20% 3.60% 2.80%Facebook Fan Growth Twitter Follower YouTube Viewer Pinterest Follower Growth Growth Growth
  • ANALYSIS OF BRANDS ON FACEBOOK SO Fans, Conversations, Engagement, Campaigns, etc...
  • February 2013 Facebook – An Overview UNMETRIC SCORE FOR FACEBOOK Intel 72 Google 52 Microsoft 36 Adobe 29 Oracle 23 SAP 23 Cisco 22 IBM 22 Unmetric ScoreThe Unmetric Score is a unique sector based social media score that takes into accountvarious metrics, weighted and balanced to produce a single benchmarkable score.
  • February 2013 Facebook – An Overview AUDIENCE STRENGTH & ENGAGEMENT STRENGTH Audience Strength (Number of Fans & Fan Growth) Engagement Strength (Engagement Score, Sentiment, Conversations and Number of Posts) POPULAR LEADERSAudience Strength EMERGING ENGAGERS Engagement Strength
  • February 2013 Fans & Fan Growth FansBrand Name Total Fans Fan Growth Intel 17,323,257 3.98% Google 12,294,104 1.70% Microsoft 2,271,819 2.99% Cisco 384,481 2.87% Oracle 244,352 3.59% IBM 199,451 3.21% SAP 172,854 1.82% Adobe 105,202 9.67%
  • February 2013 Engagement Metrics EngagementBrand Name Number of Admin Posts Engagement Score Google 16 Cisco 21 SAP 24 Intel 25 Adobe 48 Microsoft 51 Oracle 52 IBM 67
  • Adobe – Events & ConferencesAdobe posted a lot around several events including SXSW and Adobe Summit Conference
  • Intel – Growth & EngagementIntel experienced huge growth in Fans and posted engaging content
  • Intel – Growth & EngagementIntel experienced huge growth in Fans and posted engaging content
  • Google – ContentsGoogle ran the “Google Science Fair 2013” and “US Doodle 4 Google competition” which earned great engagement amongst their Fans
  • Microsoft – Trivia Questions
  • Fan Distribution – Top 3 Countries Intel Cisco GoogleMicrosoft IBM Adobe
  • ANALYSIS OF BRANDS ON TWITTER SO Followers, Customer Service Metrics, Campaigns, etc...
  • February 2013 Twitter – An Overview UNMETRIC SCORE FOR TWITTER Intel 61 Google 59 Microsoft 52 Adobe 40 Cisco 37 Oracle 34 SAP 25 IBM 22The Unmetric Score is a unique sector based social media score that takes into accountvarious metrics, weighted and balanced to produce a single benchmarkable score.
  • February 2013 Twitter – An Overview AUDIENCE STRENGTH & ENGAGEMENT STRENGTH Audience Strength (Total Followers, Follower Growth, Follower-Followee Ratio) Engagement Strength (Average Reply Time, Number of Tweets & Sentiment) POPULAR LEADERSAudience Strength EMERGING ENGAGERS Engagement Strength
  • February 2013 Followers & Growth Followers Brand Name Total Followers Follower Growth @google 5,620,096 @intel 951,746 @Microsoft 426,783@CiscoSystems 173,340 @Adobe 152,917 @Oracle 102,317 @SAP 66,364 @IBM 42,119
  • February 2013 Average Reply Time 39 mins 1 hr 38 mins3 hrs 37 mins 6 hrs 40 mins10 hrs 00 mins65 hrs 27 mins …….
  • ANALYSIS OF BRANDS ON YOUTUBE SO Views, Shares, Uploads, Top Video, etc...
  • February 2013 YouTube – An Overview UNMETRIC SCORE FOR YOUTUBE Google 99 Microsoft 62 Intel 46 Cisco 29 IBM 29 Oracle 23 Adobe 22 SAP 17 Unmetric ScoreThe Unmetric Score is a unique sector based social media score that takes into accountvarious metrics, weighted and balanced to produce a single benchmarkable score.
  • Google Glass Video Views Growth
  • Adobe’s “Animal” – Marketing Cloud Video Views Growth
  • Intel - Deconstruction of an Ultrabook Video Views Growth
  • Top Videos & Views 13,465,258 How It Feels[through Glass]
  • ANALYSIS OF BRANDS ON PINTEREST SO Followers, Pins, Repins, Comments, Likes
  • February 2013 Followers on Pinterest Followers Brand Name Total Followers Follower Growth in February Adobe 7339 24.37% Intel 2807 15.28% Microsoft 779 10.50% IBM 691 7.97%Oracle Corporation 643 11.05% SAP 325 11.68%
  • Intel – Tech Infographics
  • Adobe – Design is in the Details
  • IBM – Smarter Cities
  • 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.‬