An Antidote to Social Case Studies - 23.10.2012

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Bryan Tookey at Brandwatch: Case studies inspire and provide excellent evidence of how to do things right. But not every social campaign or social team can be a top quartile performer. To help provide some balance, Bryan presented the average level of consumer engagement to the social efforts of a group of consumer brands from the UK, US and Germany, covering common metrics like comments per Facebook post, Pinterest page views, retweets etc.

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An Antidote to Social Case Studies - 23.10.2012

  1. 1. The IDF London:An antidote to Social Case Studies: What doesaverage look like in social media performanceOct 2012BRYAN TOOKEY: bryan@brandwatch.com | Tel: +44 (0)1273 234 601 | @brandwatch
  2. 2. Case studies inSocial Media showoff winnersCase studies inSocial Media showoff winners © 2012 Brandwatch | www.brandwatch.com 2
  3. 3. But what does social media marketing look like most of the time?© 2012 Brandwatch | www.brandwatch.com 3
  4. 4. But what does social So I’m going to try to providemarketing look media some refreshingof the time? like most realism© 2012 Brandwatch | www.brandwatch.com 4
  5. 5. Which platforms do companies use for ? Social Participation Activity Engagement “Social Brands*” with Median frequency of Median number of likes / media official pages / accounts public posts / tweets / retweets / +1s per post platform / boards pins Facebook 99% Once daily 32 Twitter 91% 7-8x per day 1 Google+ 80% Monthly 0 Pinterest 50% 1.5 ?* I.e., Data is taken from the 250 entrants to the Headstream social brands 100, so a group biased towards being “social”© 2012 Brandwatch | www.brandwatch.com 5
  6. 6. Even for social brands, Facebook fan pages arenot (yet) hotbeds of action For an average social brand, how Average performance many... ...people “like” their facebook page? 40,000 ...people were “talking about” their 800 facebook page per month ...posts did the brand make per day 1 ...comments did users make on a brand 14 post ...“likes” for every post the brand made 32 ...posts did users make on their 2 facebook page per day ...posts did the brand respond to? 21%© 2012 Brandwatch | www.brandwatch.com 6
  7. 7. Posts with video or photos work best on Facebook Average Average Average What kind of Proportion number of number of number of post? of posts likes per comments shares per post per post post All 100% 32 14 0 Status update 34% 14 9 0 Link 34% 23 4 0 Photo 22% 50 11 1 Video 8% 44 10 4 Question 1% 0 0 0 Shockwave 1% 42 12 0 flash file© 2012 Brandwatch | www.brandwatch.com 7
  8. 8. Brand posts were rarely shared and received fewcomments and likes 100 90 Likes Number of brand pages 80 Comments 70 Shares 60 50 40 30 20 10 0 Average per brand post© 2012 Brandwatch | www.brandwatch.com 8
  9. 9. The majority of brands posted on their own pageonce or less per day on average 120 Brand posts 100 User posts Number of pages 80 60 40 20 0 Avg. posts per day© 2012 Brandwatch | www.brandwatch.com 9
  10. 10. Corporate twitter accounts are more active thanfacebook but less active that in 2011 For an average social brand on twitter... Average performance ... how many public tweets per day in 2012? 8 ... how many public tweets per day in 2011? 15 ... how many retweets per corporate tweet 1 …how many (private) conversations (i.e., to 9 another twitter account) ...how long to reply to a tweet on average 3 hours 37 mins …how many mentions of the company per day 36© 2012 Brandwatch | www.brandwatch.com 10
  11. 11. Most accounts tweeted between 2 and 10 timesa day 130 No of 77 official twitter accounts 22 14 7 0 1 No. of public tweets per day© 2012 Brandwatch | www.brandwatch.com 11
  12. 12. The majority of brands took between 1 and 6 hoursto reply to tweets 93 No of official twitter accounts 37 38 33 21 13 10 6 Average speed of tweet• 21 of the nominated accounts (8%) never replied to tweets sent to them.© 2012 Brandwatch | www.brandwatch.com 12
  13. 13. FOR MORE INFOEMAIL: contact@brandwatch.comWEB: http://www.brandwatch.comTWITTER: @brandwatchPHONE:UK: +44 (0)1273 234 290US: +1 212 229 2240Germany: +49 (0)711 912 442 04FAX:UK: +44 (0)1273 234 291DOCUMENT LIMITATIONThe information given in this document has been checked for accuracy and completeness however Brandwatchshall not be liable for any errors or omissions.Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 38980534th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom© 2012 Brandwatch | www.brandwatch.com 13

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