SO
SOCIAL MEDIA
BENCHMARKING
COMPANY
We monitor and analyze the daily activity on the social
media outposts of over 11,000...
SO
ANALYSIS OF
BRANDS ON
FACEBOOK
Time Period: July 15- August 15, 2013
Facebook – An Overview
UNMETRIC SCORE FOR FACEBOOK
Brand Name Unmetric Score
Walmart 76
Target 62
Macy's 55
Kohl's 54
Best...
Brand Name
Audience Engagement Community
Total Fans Fan Growth Admin Posts Engagement Fan Posts
% of Fan Posts
Admin
Respo...
Facebook – An Overview
BEST CAMPAIGNS OF THE MONTH
(Amongst these brands)
1. Target- School Takes a Lot, Target has it all...
Target
Target has a 360° social media campaign for Back to School promotions.
“School Takes a Lot. Target has it All.” is ...
JCPenney
JCPenney had the most engaging post among all brands. The post shown below received an
Engagement Score of 798. O...
Macy’s
Macy’s used #MACYSBTS for promotions of their back to school supplies and trends lineups .
Facebook is their primar...
Kohl’s
Kohl’s worked their campaign around the hashtag #KohlsFirstDayLook on all their social media
platforms. They also h...
SO
ANALYSIS OF
BRANDS ON
TWITTER
Time Period: July 15- August 15, 2013
Twitter – An Overview
UNMETRIC SCORE FOR TWITTER
The Unmetric Score is a unique sector based social media score that takes...
Notable Brands & Metrics on Twitter
Brand Name Total Followers
Followers
Growth
Number of
Tweets
Reply %
Number of
Replies...
Twitter – An Overview
BEST CAMPAIGNS OF THE MONTH
(Amongst these brands)
1. Best Buy- #CollegeTech
2. JCPenney- #FirstDayL...
Best Buy
BestBuy regularly used the hashtag #CollegeTech and most of their proactive tweets contained
links. Their videos,...
JCPenney
The brand extended its First Day Look campaign to Twitter. Although most of their tweets are
replies, the persona...
Kmart
#KmartBackToSchool is the brand’s key message for their Back To School campaign. A good
number of their tweets are q...
Staples
The brand shared tips, engaged in conversation with followers and announced giveaways.
SO
ANALYSIS OF
BRANDS ON
YOUTUBE
Time Period: July 15- August 15, 2013
YouTube – An Overview
UNMETRIC SCORE FOR YOUTUBE
Brand Name Unmetric Score
Kmart 79
Target 50
Macy's 40
Office Depot 39
Wa...
Notable Brands & Metrics on YouTube
Brand Name Total Views Views Growth
Number of
Subscribers
Subscribers
Growth
New Uploa...
YouTube – An Overview
TOP VIDEOS OF THE MONTH
(Amongst these brands)
1. Kmart- New School Year Starts Here
2. Office Depot...
Video Views Growth
Kmart
Kmart Back To School Layaway -- Yo Mama
Kmart Presents “My Limo” by Da Rich Kidzz
Two of Kmart’s ...
Video Views Growth
Office Depot
The brand experienced the highest views growth and subscriber growth rate in the time peri...
Walmart
Video Views Growth
Walmart showcases a playlist called ‘More School for your Money’ that contained six videos on
h...
ANALYSIS OF
BRANDS ON
PINTEREST
Time Period: July 15- August 15, 2013
Pinterest – An Overview
UNMETRIC SCORE FOR YOUTUBE
Brand Name Unmetric Score
Target 46
Macy's 32
Walmart 27
Kohl's 22
Best...
Pinterest– An Overview
Top Pins of the month
(Amongst these brands)
1. Target- Followers Gala
2. OfficeMax- Supplies and D...
Target
OfficeMax
Kohl’s
Walmart
Walmart is one of the very few brands to have multiple boards for their BTS campaign.
‪Unmetric is a social media benchmarking company headquartered in New York with clients and operations across the
globe. W...
Brands Leverage Social Media for Back to School Campaigns
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Brands Leverage Social Media for Back to School Campaigns

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10 of America's biggest retail brands get their report card for their Back to School campaigns. Target stands out on Facebook with rapid fan growth while JCPenney scored the highest engaging post out of all brands. This year, brands used all the social networks to create holistic campaigns on Facebook, Twitter, YouTube, Pinterest and Instagram.

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Brands Leverage Social Media for Back to School Campaigns

  1. SO SOCIAL MEDIA BENCHMARKING COMPANY We monitor and analyze the daily activity on the social media 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. FOR BRANDS THE
  2. SO ANALYSIS OF BRANDS ON FACEBOOK Time Period: July 15- August 15, 2013
  3. Facebook – An Overview UNMETRIC SCORE FOR FACEBOOK Brand Name Unmetric Score Walmart 76 Target 62 Macy's 55 Kohl's 54 Best Buy 41 JCPenney 37 Office Depot 34 Kmart 23 Staples 18 OfficeMax 14 The Unmetric Score is a unique sector based social media score that takes in to account various metrics, weighted and balanced to produce a single benchmarkable score.
  4. Brand Name Audience Engagement Community Total Fans Fan Growth Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded Walmart 32,180,032 3.41% 158 90 2,367 21.07% Target 22,022,292 0.39% 39 40 2,769 20.2% Macy's 11,945,393 1.97% 59 62 1,054 35.95% Kohl's 10,560,461 0.76% 89 38 562 35.58% Best Buy 6,759,376 0.29% 73 5 1,021 67.74% JCPenney 4,275,101 3.51% 35 64 787 50.27% Office Depot 445,635 11.16% 45 166 135 37.27% Kmart 1,250,182 0.76% 88 8 625 0% Staples 735,408 1.01% 45 6 272 0% OfficeMax 344,048 2.21% 32 3 63 43.2% Notable Brands & Metrics on Facebook The Engagement Score is calculated based on the number of Likes, Comments, Shares and Estimated Impressions each post gets. It enables easy comparison regardless of fan numbers.
  5. Facebook – An Overview BEST CAMPAIGNS OF THE MONTH (Amongst these brands) 1. Target- School Takes a Lot, Target has it all 2. JCPenney- First Day Look 3. Macy’s- Macy’s Back To School 4. Kohl’s- Kohl’s First Day
  6. Target Target has a 360° social media campaign for Back to School promotions. “School Takes a Lot. Target has it All.” is the campaign tagline. Target had 3 engagement alerts and one fan growth alert in the time period analyzed.
  7. JCPenney JCPenney had the most engaging post among all brands. The post shown below received an Engagement Score of 798. Other posts by JCPenney scored an average of 64. Like many retail brands, JCPenney had a Back to School themed cover photo
  8. Macy’s Macy’s used #MACYSBTS for promotions of their back to school supplies and trends lineups . Facebook is their primary medium for the BTS campaign . Macy’s was one of the only brands to create a Facebook album for their BTS photos
  9. Kohl’s Kohl’s worked their campaign around the hashtag #KohlsFirstDayLook on all their social media platforms. They also held a Pinterest sweepstakes contest. These posts from Kohl’s were the highest engaging posts from their BTS campaign, however, Khol’s saw better engagement on their non-BTS posts
  10. SO ANALYSIS OF BRANDS ON TWITTER Time Period: July 15- August 15, 2013
  11. Twitter – An Overview UNMETRIC SCORE FOR TWITTER The Unmetric Score is a unique sector based social media score that takes in to account various metrics, weighted and balanced to produce a single benchmarkable score. Brand Name Unmetric Score Target 63 Walmart 63 Macy's 57 Best Buy 51 Staples 48 JCPenney 43 Office Depot 38 Kmart 33 Kohl’s and OfficeMax were recently added to the Unmetric database and hence certain metrics are unavailable.
  12. Notable Brands & Metrics on Twitter Brand Name Total Followers Followers Growth Number of Tweets Reply % Number of Replies Average Response Time Target 743,298 3.30% 523 65% 342 1:33:01 Walmart 357,153 2.86% 7,989 96% 7,662 0:37:45 Macy's 222,036 6.61% 1,725 93% 1,602 11:57:31 Best Buy 383,947 2.72% 162 26% 42 1:54:48 Staples 258,922 0.82% 1,408 93% 1,310 3:14:43 JCPenney 166,181 4.48% 2,119 90% 1,908 7:01:47 Office Depot 58,752 46.18% 383 73% 279 4:26:26 Kmart 23,211 18.39% 2,688 89% 2,403 3:14:43 Average Response Time is the amount of time it takes for the brand to reply to a tweet and is formatted to HH:MM:SS
  13. Twitter – An Overview BEST CAMPAIGNS OF THE MONTH (Amongst these brands) 1. Best Buy- #CollegeTech 2. JCPenney- #FirstDayLook 3. Kmart- #KmartBackToSchool 4. Staples- #StaplesHasIt
  14. Best Buy BestBuy regularly used the hashtag #CollegeTech and most of their proactive tweets contained links. Their videos, of the same theme, stood out on YouTube. Links to products and video ads made up the bulk of Best Buy’s tweets
  15. JCPenney The brand extended its First Day Look campaign to Twitter. Although most of their tweets are replies, the personalized style suggestions by experts took their campaign to the next level. JCPenney usually takes the weekends off, but on the weekend of 10th and 11th the company really ramped up its efforts
  16. Kmart #KmartBackToSchool is the brand’s key message for their Back To School campaign. A good number of their tweets are questions. They also promoted their YouTube videos on Twitter.
  17. Staples The brand shared tips, engaged in conversation with followers and announced giveaways.
  18. SO ANALYSIS OF BRANDS ON YOUTUBE Time Period: July 15- August 15, 2013
  19. YouTube – An Overview UNMETRIC SCORE FOR YOUTUBE Brand Name Unmetric Score Kmart 79 Target 50 Macy's 40 Office Depot 39 Walmart 32 JCPenney 30 Best Buy 23 Staples 18 OfficeMax 14 The Unmetric Score is a unique sector based social media score that takes in to account various metrics, weighted and balanced to produce a single benchmarkable score. Kohl’s was very recently added to the Unmetric database and hence certain metrics are not available.
  20. Notable Brands & Metrics on YouTube Brand Name Total Views Views Growth Number of Subscribers Subscribers Growth New Uploads Average Video Length Kmart 30,396,666 16.07% 19,401 12.10% 5 1:11 Target 7,435,592 9.03% 15,534 7.80% 25 1:11 Macy's 4,300,779 -6.78% 8,631 1.40% 11 1:28 Office Depot 2,290,537 118.80% 5,144 23.80% 10 1:04 Walmart 5,892,540 3.14% 7,124 3.50% 41 0:32 JCPenney 102,822 4.09% 3,932 0.95% 8 1:03 Best Buy 8,463,326 62.07% 6,601 5.80% 23 0:56 Staples 413,455 3.28% 1,856 3.30% 12 0:33 OfficeMax 331,749 1.08% 248 2.50% 0 0
  21. YouTube – An Overview TOP VIDEOS OF THE MONTH (Amongst these brands) 1. Kmart- New School Year Starts Here 2. Office Depot- Save on Back To School supplies 3. Walmart- More School for Your Money
  22. Video Views Growth Kmart Kmart Back To School Layaway -- Yo Mama Kmart Presents “My Limo” by Da Rich Kidzz Two of Kmart’s videos performed well above the rest. These two videos (doubled as TVCs) have garnered over 2 million views each.
  23. Video Views Growth Office Depot The brand experienced the highest views growth and subscriber growth rate in the time period analyzed. This was primarily from their tie up with boy band, One Direction, not the BTS videos. This video was Office Depot’s most popular BTS video and it saw higher growth than most of its other videos
  24. Walmart Video Views Growth Walmart showcases a playlist called ‘More School for your Money’ that contained six videos on how to shop better for college and school. They also had ‘BTS Low Price Guarantee’ videos.
  25. ANALYSIS OF BRANDS ON PINTEREST Time Period: July 15- August 15, 2013
  26. Pinterest – An Overview UNMETRIC SCORE FOR YOUTUBE Brand Name Unmetric Score Target 46 Macy's 32 Walmart 27 Kohl's 22 Best Buy 20 JCPenney 17 Staples 14 Office Depot 12 OfficeMax 11 Kmart 7 The Unmetric Score is a unique sector based social media score that takes in to account various metrics, weighted and balanced to produce a single benchmarkable score.
  27. Pinterest– An Overview Top Pins of the month (Amongst these brands) 1. Target- Followers Gala 2. OfficeMax- Supplies and Decor 3. Kohl’s- Re-pin to Win 4.Walmart- Multiple Boards
  28. Target
  29. OfficeMax
  30. Kohl’s
  31. Walmart Walmart is one of the very few brands to have multiple boards for their BTS campaign.
  32. ‪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.‪ About Unmetric : THANK YOU Please contact us at info@unmetric.com for more information

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