Petromin express benchmarking report
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Covered topics: Most active channels. Impressions and interactions. Followers growth. Posting frequency. Posting time. Response rate and time. Type of content published. Content language. Content analysis. Finding and insights.
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Petromin express benchmarking report
- 2. 2 Introduction Coverage Details Time period From 1 May 2021 to 31 October 2021 Country Saudi Arabia Social media channels • Twitter • Instagram • Facebook Competitors Mobil, Shell and Total Analytics points • Social media Benchmark. Covered topics • Most active channels. • Impressions and interactions. • Followers growth. • Posting frequency. • Posting time. • Response rate and time. • Type of content published. • Content language. • Content analysis. • Finding and insights.
- 4. 4 • Mobil’s account on Twitter decreased -12.1K and Facebook -512. • The highest number of posts for Total’s and most of posts from Twitter. • Most of Mobil's posts on Facebook are photo. Social media Overview On social media channels MOBIL 1 Shell Total Posts by the brand 139 108 244 Followers Growth -12,484 8,368 4,635 Interactions per post 714.81 155.91 296.58 Metrics Mobil Shell Total Twitter Followers Growth -12,100 213 2,900 Facebook Followers Growth -512 7,507 -199 Instagram Followers Growth 128 648 1,934 Twitter tweet 27 38 101 Facebook Post 58 35 50 Instagram Post 54 35 93 Interactions per tweet 40 35 167 Interactions per Post Facebook 650.81 69.91 2.58 Interactions per Post Instagram 24 51 127
- 5. 5 Posting frequency 1 2.19 2.04 1.41 1.3 1.3 3.85 2 3.56 Twitter Facebook Instagram Mobil Shell Total Total’s account has highest number of weekly publishing on Twitter and Instagram.
- 6. 6 Interactions Social media channels Mobil Shell Total Twitter interactions 1,073 1,314 16,877 Facebook interactions 37,587 2,442 129 Instagram interactions 1,310 1,788 11,814 • Total’s most active channels are Twitter and Instagram. • Shell’s are active on Facebook but without promoted posts. • Mobil’s use Facebook and create promoted posts.
- 7. 7 Twitter
- 8. 8 Posting frequency 3 4 5 5 5 2 3 11 6 3 11 4 2 1 16 16 19 12 18 9 11 Sunday Monday Tuesday Wednesday Thursday Friday Saturday Mobil Tweets Shell Tweets Total Tweets
- 11. 11 Response rate Response Rate to User Questions 88.89% Average Response Time for User Questions 2 d 3 h 23 min Response Rate to User Questions 38.39% Average Response Time for User Questions 1 d 12 h 15 min Response Rate to User Questions 22.22% Average Response Time for User Questions 12 d 6 h 25 min
- 12. 12 Mobil’s profile Profile Tweet Sources Distribution of Profile Activities Tweet Source % of Each Tweet Source # of Tweet Source Sprout Social 89.87 % 142 Twitter Web App 4.43 % 7 Twitter for Android 2.53 % 4 Twitter for iPhone 2.53 % 4 Twitter for Advertisers. 0.63 % 1 Activity Type % of Activities # of Activities Tweets 17.09 % 27 Retweets 1.90 % 3 Replies 81.01 % 128
- 13. 13 Total’s profile Profile Tweet Sources Distribution of Profile Activities
- 14. Shell’s profile Profile Tweet Sources Distribution of Profile Activities
- 15. Overall community size 81% 19% Male Female 3 7 15 31 50 0 20 40 60 Khobar Medina Mecca Riyadh Jeddah 8 10 10 34 99 Jizan Mecca Khobar Jeddah Riyadh 36 106 286 378 677 Jizan Medina Mecca Jeddah Riyadh 80% 20% Male Female 50% 50% Male Female
- 16. 16 Instagram
- 17. 17 Posting frequency 8 6 10 11 12 3 4 1 9 7 3 9 4 2 15 14 15 14 17 9 9 Sunday Monday Tuesday Wednesday Thursday Friday Saturday Mobil Posts Shell Posts Total Posts
- 19. 19 Facebook
- 20. 20 Posting frequency 9 5 13 12 12 3 4 9 6 3 10 4 2 1 13 6 10 6 12 2 1 Sunday Monday Tuesday Wednesday Thursday Friday Saturday Mobil Posts Shell Posts Total Posts
- 21. 21 Tweet Sample 86% 13% Photo Video 57% 31% 11% Photo Video Carousels 80% 18% 2% Photo Video Statuses Top content
- 22. 22 Post Overview 28.57% 71.43% Promoted Organic 92% Promoted Organic Promoted posts interaction • Mobil’s posts are 99% of them in Arabic, 1% both Arabic and English. • Shell’s use Arabic on all posts and English on hashtags only. • Total’s posts are 60% in Arabic, 40% both Arabic and English. • No promoted post on Total’s account. 39.66% 60.34% Promoted Organic 99% Promoted Organic Promoted posts interaction Share of posts Share of Posts
- 23. 23 Insights
- 24. 24 Finding and insights • 75% of the audience are between 18-24 years old. • Mobil focus on Facebook and the promoted photos generate the most interactions. The content is more about advice and riddles, so the audience interacts more with the riddles and photos on Facebook and Instagram. • Shell created the promoted post for seasonal offers, and most of the audience interacted with these offers by asking for more details, so that is why the promoted post is important. • Total creates video motions on (Twitter, Facebook, and Instagram) and the content generates interactions without promotion. • Motion video generates most of the impressions and is also effective for the audience. • The three brands use the same posting language on Facebook, Instagram, and Twitter. • The Arabic language is more effective with the audience for three brands. The best response time to the audience is during the first 24 hours.
- 25. Thank you