TOP US BRANDS
ON SOCIAL MEDIA
MAY 2014
About Unmetric
Providing data powered insights for human
powered brands, Unmetric provides an
unparalleled platform for da...
It would be a fallacy to say that social media’s job is limited to one particular
role. The truth is social media can help...
All images in this report are hyperlinked to
their original post but if you want to find out in
detail what brands did to ...
Unlockingbrandson
FACEBOOK
All data for the time period: May 1st – 31st, 2014
Uncovering the best of the banking sector
Among the top 15 banking
bran...
All data for the time period: May 1st – 31st, 2014
Uncovering the best of the mobiles sector
32% of the time, Mobiles &
Ha...
Understanding
Selected
Top Brands
Among the top Banking and Finance brands in North America, Prudential leads on
fan engagement with an average engagement s...
LG Mobile’s #LGG3 campaign for the launch of its G3 model was the most engaging
out of the two campaigns that LG Mobile ra...
Unlockingbrandson
TWITTER
Uncovering the best of the telecom sector
Of all the tweets from telecom
brands, 97% were replies and
2.5% were proactive ...
Uncovering the best of the aviation sector
Taking just 9mins, on average,
@DeltaAssist replies fastest to
customers' Tweet...
SO
Understanding
Selected
Top Brands
Alaska Airlines bucked the sector trend when it came to engagement on Twitter,
with the 30 day average almost twice the se...
AT&T’s customer care Twitter account actually responded to more tweets than there
were mentions as its team seeked out peo...
Unlockingbrandson
YOUTUBE
All data for the time period: May 1st – 31st, 2014
Uncovering the best of the home care sector
The average Home Care
YouTu...
All data for the time period: May 1st – 31st, 2014
The average Food & Beverage
brand added 946 subscribers
on YouTube in M...
SO
Understanding
Selected
Top Brands
Loctite posts instructional videos as well as commercials laced with humor to keep
people watching and coming back for mor...
Red Bull doesn’t have an attention problem with its fans; its videos are some of the
longest in the industry if not the lo...
Unlockingbrandson
PINTEREST
All data for the time period: May 1st – 31st, 2014
Uncovering the best of the retail sector
With a growth rate of 4.6%,
Fr...
All data for the time period: May1st – 31st, 2014
With a growth rate of 3.8%,
Tiffany & Co. enjoyed the
highest follower g...
SO
Understanding
Selected
Top Brands
By being consistent with its pinning, Free People experienced a higher pin growth
rate, and a higher follower growth rate ...
Tory Burch added more pins that the average Luxury brand, with the majority of
these pins on their Spring-Summer2014 board...
Unlockingbrandson
INSTAGRAM
Uncovering the best of the electronics sector
With a growth rate of
136%,Kinect for Xbox 360 grew
its follower-base faster...
Uncovering the best of the auto sector
With a growth rate of 14%,
Porsche enjoyed the highest
Follower Growth Rate among
t...
All data for the time period: April 1st – 30th, 2014
Uncovering the best of Instagram
With a growth rate of 100%,
Travelor...
GoPro highlighted their products with a ‘Photo of the Day’ campaign. The campaign
showcased user uploaded content that the...
Mercedez Benz encouraged fan engagement by reposting photos from fans and
tagging them with the #mbfanphoto hashtag. The 3...
APPENDIX
The Unmetric Score has two components - the Audience Strength and the
Engagement Score. The Audience strength represents t...
Formula
Facebook Engagement Score Formula
( No. of Likes + x × No. of Comments + y × No. of Shares ) × 10000
_____________...
The Audience Reception Rate (ARR) is the Unmetric estimate of the
number of brand fans/followers who stand to actively rec...
THANK YOU
Please contact us at
info@unmetric.com
for more information
Click here if you’d like to use Unmetric to better u...
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Social Media Shakedown of Top Brands in May 2014

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The top brands get their campaigns sliced and dissected by Unmetric's team of analysts to discover what worked, what's engaging and how brands are getting higher reach, more views and better ROI.

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Social Media Shakedown of Top Brands in May 2014

  1. 1. TOP US BRANDS ON SOCIAL MEDIA MAY 2014
  2. 2. About Unmetric Providing data powered insights for human powered brands, Unmetric provides an unparalleled platform for data analytics and benchmarking your brand’s content marketing efforts on Facebook, Twitter, YouTube, Instagram, LinkedIn and Pinterest. We’ve processed more than 100,000,000 pieces of microcontent over the 6 biggest social networks for 20,000+ brands from 30+ sectors, just for you. Some of our clients Unmetric is proud to be a Twitter Certified Product
  3. 3. It would be a fallacy to say that social media’s job is limited to one particular role. The truth is social media can help a brand achieve a wide range of objectives, it just needs to be leveraged with clear goals. This report brings together a wide variety of brands from across sectors that are looking beyond the obvious to make their social media efforts work harder to achieve more. Whether it’s a LG launching a new flagship smartphone, Alaska Airlines reminding people of its roots with localized content or instructional videos on product usage from Loctite, you’ll find 10 great examples of how brands are using social media as part of their business objectives. In addition to these business objectives, you’ll find insights from different sectors to keep you on top of the best that brands are doing social media. All data and insights were gathered from the month of May. Look out for June’s report in early July.
  4. 4. All images in this report are hyperlinked to their original post but if you want to find out in detail what brands did to meet their business objectives, grab your free Unmetric trial here.
  5. 5. Unlockingbrandson FACEBOOK
  6. 6. All data for the time period: May 1st – 31st, 2014 Uncovering the best of the banking sector Among the top 15 banking brands, on an average, 84% of content posted by admins was “brand related”. Among the top 15 banking brands, Prudential was engaging best with their fans. Among all Banking & Finance brands, Chase Community Giving talked the most about themselves With a growth rate of 35%, Western Union enjoyed the highest fan growth rate among the top 15 auto brands. 4,019 new posts were written on the walls of the top 15 banking brands. That’s an average of 8.6 posts per day - per wall! Among the top 15 banking brands, Visa (United States) posted the most “non brand related” content on their wall. To discover more insights like these, send us an email and we’ll get you started on a free trial of Unmetric.
  7. 7. All data for the time period: May 1st – 31st, 2014 Uncovering the best of the mobiles sector 32% of the time, Mobiles & Handhelds brands talked about themselves Huawei Device grew its fan- base faster than all other Mobiles & Handhelds brands With a growth rate of 6.3%, Windows Phone had the highest fan growth rate among the top 15 Mobiles & Handhelds brands. Among the 15 Mobiles & Handhelds brands, BlackBerry talked the least about themselves Among all the Mobiles & Handhelds brands, Motorola (United States) talked the most among themselves Among the top 15 Mobiles & Handhelds brands, on an average, 53% of content posted by admins was ‘brand related’ To discover more insights like these, send us an email and we’ll get you started on a free trial of Unmetric.
  8. 8. Understanding Selected Top Brands
  9. 9. Among the top Banking and Finance brands in North America, Prudential leads on fan engagement with an average engagement score of 1,000, which is more than 3 times the sector average of 302. Prudential Leads on Fan Engagement See appendix on how engagement scores are calculated.
  10. 10. LG Mobile’s #LGG3 campaign for the launch of its G3 model was the most engaging out of the two campaigns that LG Mobile ran in May. The #LGG3 campaign garnered an average engagement score of 502 against 15 admin posts. LG Mobile - #LGG3 Campaign See appendix on how engagement scores are calculated. 1 2 1 2
  11. 11. Unlockingbrandson TWITTER
  12. 12. Uncovering the best of the telecom sector Of all the tweets from telecom brands, 97% were replies and 2.5% were proactive tweets. It takes an average of 4 hours for a telecom company to reply to a tweet. The average telecom brand saw an engagement score of 78 but Dish got an engagement score of 427. Verizon has one of the fastest response times in the telecom sector at 14 minutes per tweet. The average telecom brand grew its follower base by 2.2%, AT&T’s Uverse grew at 21.6%. The top 15 brands sent over 75,000 tweets in May, AT&T accounted for over 37% of those tweets. To discover more insights like these, send us an email and we’ll get you started on a free trial of Unmetric. All data for the time period: May 1st – 31st, 2014
  13. 13. Uncovering the best of the aviation sector Taking just 9mins, on average, @DeltaAssist replies fastest to customers' Tweets. Of all Tweets across the aviation sector, 99% were Replies and just under 1% were proactive. The average aviation brand grew its follower base by 2.1% but Lufthansa USA grew by 4.74%. The average aviation brand takes 1 hour to reply to a customer tweet. The average engagement score in the aviation sector was 114 but Alaska Airlines scored 165. The average follower to followee percentage was 4.8%. To discover more insights like these, send us an email and we’ll get you started on a free trial of Unmetric. All data for the time period: May 1st – 31st, 2014
  14. 14. SO Understanding Selected Top Brands
  15. 15. Alaska Airlines bucked the sector trend when it came to engagement on Twitter, with the 30 day average almost twice the sector average by the end of the month. Alaska Airlines Sees Engagement Soar Date Range: 1st – 31st May, 2014 Tweets like this resonated well with the community and helped Alaska Airlines be the most engaging airline in the US in May.
  16. 16. AT&T’s customer care Twitter account actually responded to more tweets than there were mentions as its team seeked out people having problems but weren’t directing themselves to AT&T. 58% of tweets were replied to within 60 minutes. AT&T Serious About Customer Care Date Range: 1st – 31st May, 2014
  17. 17. Unlockingbrandson YOUTUBE
  18. 18. All data for the time period: May 1st – 31st, 2014 Uncovering the best of the home care sector The average Home Care YouTube Channel from North America added 117 subscribers in May. The Average length of a video in the Home Care sector from North America is 1min 49secs. The Home Care sector from North America saw a subscriber growth of 5.1%, but Loctite grew faster than the rest at 19.4% . The Home Care sector from North America saw a video views growth of 12%, but Locitite grew faster than the rest at 49%. Loctite has uploaded 8 videos, the most amongst Brands in the Home Care sector in May 2014. To discover more insights like these, send us an email and we’ll get you started on a free trial of Unmetric.
  19. 19. All data for the time period: May 1st – 31st, 2014 The average Food & Beverage brand added 946 subscribers on YouTube in May. The average length of a video in the Food & Beverage sector from North America is 2mins 30secs. The Food & Beverage sector from North America saw a views growth rate of 7.3%, but JetBlue saw a view growth rate of 19% higher than the rest. The average Food & Beverage YouTube channel from North America added 764,423 views in May. RedBull uploaded 61 videos, the most in the Food & Beverage sector in May. To discover more insights like these, send us an email and we’ll get you started on a free trial of Unmetric. Uncovering the best of the food & bev sector
  20. 20. SO Understanding Selected Top Brands
  21. 21. Loctite posts instructional videos as well as commercials laced with humor to keep people watching and coming back for more. Loctite – Funny Videos Drive Views Date Range: 1st – 31st May, 2014 Loctite has the most average views per video.
  22. 22. Red Bull doesn’t have an attention problem with its fans; its videos are some of the longest in the industry if not the longest of any brand. People will watch and share the content if it holds their attention the entire time. Red Bull Goes Long To Engage Audiences Date Range: 1st – 31st May, 2014 The average length of a video uploaded by Red Bull is 4mins 33seconds. This video is longer at 10mins 32secs.
  23. 23. Unlockingbrandson PINTEREST
  24. 24. All data for the time period: May 1st – 31st, 2014 Uncovering the best of the retail sector With a growth rate of 4.6%, Free People enjoyed the highest Follower Growth Rate among the Top 5 Retail brands. With a growth rate of 18%, lululemon added Pins at the highest rate among the Top 5 Retail brands. With a growth rate of 104%, Adidas Gymnastics has added Pins at a faster rate than all other Retail brands. With a growth rate of 36%, Talbots Charm grew its follower-base faster than all other Retail brands. The average Retail brand added 148 pins in the last month. Farfetch added the highest number of Pins. The average Retail brand added 627 followers in the last month. JustFab added the highest number of Followers. To discover more insights like these, send us an email and we’ll get you started on a free trial of Unmetric.
  25. 25. All data for the time period: May1st – 31st, 2014 With a growth rate of 3.8%, Tiffany & Co. enjoyed the highest follower growth rate among the Top 5 Luxury brands. The average Luxury brand added 63 pins in the last month. Kleinfeld Bridal added the highest number of Pins. With a growth rate of 32%, Forevermark has added Pins at a faster rate than all other Luxury brands. With a growth rate of 3.4%, Tiffany & Co. added Pins at the highest rate among the Top 5 Luxury brands. With a growth rate of 16%, Citizen Eco-Drive US grew its follower-base faster than all other Luxury brands. The average Luxury brand added 375 followers in the last month. Kleinfeld Bridal added the highest number of Followers. Uncovering the best of the luxury sector To discover more insights like these, send us an email and we’ll get you started on a free trial of Unmetric.
  26. 26. SO Understanding Selected Top Brands
  27. 27. By being consistent with its pinning, Free People experienced a higher pin growth rate, and a higher follower growth rate than the average Retail brand on Pinterest. Free People *Owned boards are boards where only the brand has permission to upload pins Free People’s repins also had a higher growth rate (11%) than that of the average Retail Pinterest account from North America (3.9%)
  28. 28. Tory Burch added more pins that the average Luxury brand, with the majority of these pins on their Spring-Summer2014 board. Tory Burch *Owned boards are boards where only the brand has permission to upload pins All of the brand’s boards were related in some way to their products or to the brand itself. This content engaged well with their audience as the brand had a higher repin growth rate than the average Luxury Pinterest account from North America
  29. 29. Unlockingbrandson INSTAGRAM
  30. 30. Uncovering the best of the electronics sector With a growth rate of 136%,Kinect for Xbox 360 grew its follower-base faster than all other Consumer Electronics brands. With a growth rate of 11%, Nintendo enjoyed the highest follower growth rate among the Top 5 Consumer Electronics. Among all the photo posts Top 5 Consumer Electronics brands, the Amaro filter type had the best engagement. With 31 posts, GoPro published the most among the Top 5 Consumer Electronics brands. Among the media posted by brands in Consumer Electronics Sector, the engagement score of photo posts (950) was better than that of video posts (803). With 181 posts, Vic Firth published the most number of media among all Consumer Electronics brands. To discover more insights like these, send us an email and we’ll get you started on a free trial of Unmetric. All data for the time period: May1st – 31st, 2014
  31. 31. Uncovering the best of the auto sector With a growth rate of 14%, Porsche enjoyed the highest Follower Growth Rate among the Top 5 Automotive brands. With 157 Posts, Mercedes-Benz published the most among the Top 5 Automotive brands. With 170 Posts, Mercedes-Benz USA published the most number of media among all Automotive brands. With a growth rate of 55%, Turtlewax grew its follower- base faster than all other Automotive brands. Among the media posted by brands in Automotive Sector, the Engagement Score of photo posts (854) was better than that of video posts (758). Among all the photo Posts by the Top 5 Automotive brands, the Valencia filter type had the best engagement. To discover more insights like these, send us an email and we’ll get you started on a free trial of Unmetric. All data for the time period: May1st – 31st, 2014
  32. 32. All data for the time period: April 1st – 30th, 2014 Uncovering the best of Instagram With a growth rate of 100%, Traveloregon grew its follower- base faster than all other Travel & Tourism brands With 128 posts, Discover America published the most number of media among all Travel & Tourism brands On an average, the brands in Travel & Tourism Sector from North America, posted 45 videos and 886 images. Among the media posted by brands in Travel & Tourism Sector, the engagement score of photo posts was better than that of video posts With a growth rate of 100%, Traveloregon enjoyed the highest growth rate among the 15 brands in the Travel & Tourism sector. Among all the photo posts by Travel & Tourism sector brands, the Skyline filter type had the best engagement. To discover more insights like these, send us an email and we’ll get you started on a free trial of Unmetric. Understanding Selected Top Brands
  33. 33. GoPro highlighted their products with a ‘Photo of the Day’ campaign. The campaign showcased user uploaded content that the brand reposted with the hashtag #GoPro. GoPro - #gopro This photo garnered our highest engagement score of 1000, which is higher than the engagement score of the brand (985), and of the average Consumer Electronics Instagram Account (993).
  34. 34. Mercedez Benz encouraged fan engagement by reposting photos from fans and tagging them with the #mbfanphoto hashtag. The 30 updates collectively garnered an Engagement Score* of 914 which is higher than the average engagement of the brand (882). Mercedez Benz - #mbfanphoto *Please see the Appendix to this report for a complete explanation of the Engagement Score. This post received the highest engagement of the campaign, as well as for the brand.
  35. 35. APPENDIX
  36. 36. The Unmetric Score has two components - the Audience Strength and the Engagement Score. The Audience strength represents the size (share of market, presence) of the brand within the social network, and the Engagement score represents the brand’s engagement with customers (interaction, velocity). These components are built from a number of underlying metrics including (but not limited to) Total Fans, People Talking About, Engagement of brand, Sentiment of posts, Number of Admin Posts, Fan Growth rate for Facebook. These metrics are run through a number of statistical filters (normalizing across the sector, normalizing variances between metrics, outlier filtering, weighted averaging etc) to produce a single benchmarkable score. The number is normalized to give brands a score between 0 and 100. Hypothetically, the best performing brand within the sector is assigned a score of 100. All other brands within the sector are scored relative to this. The scores are unique to each sector and cannot be compared. A score of 80 in the Aviation industry is different from a score of 80 in the Banking industry. Unmetric Score
  37. 37. Formula Facebook Engagement Score Formula ( No. of Likes + x × No. of Comments + y × No. of Shares ) × 10000 ____________________________________________________________ Audience Reception Rate Twitter Engagement Score Formula ( No. of Favorites + x × No. of Replies + y × No. of Retweets ) × 10000 ____________________________________________________________ Audience Reception Rate LinkedIn Engagement Score Formula ( No. of Likes + x × No. of Comments ) × 10000 ____________________________________________________________ Audience Reception Rate Engagement is the measure of audience responses to a brand's content and activity on a social network. To calculate the engagement score, we weigh audience interactions on brand content such as Likes, Comments, Shares or Favorites, Replies and Retweets based on their importance. We then divide their weighted sum by our estimate of the number of brand fans and followers who actively receive and view such content. Engagement Score The default Unmetric values for x and y are 5 and 10 respectively.
  38. 38. The Audience Reception Rate (ARR) is the Unmetric estimate of the number of brand fans/followers who stand to actively receive and view a brand's content.. The formula you see below calculates the Audience Reception Rate as a function of the number of brand fans/followers raised to a fixed power value of 0.8. Audience Reception Rate = (Fans or Followers) 0.8 Engagement ScoreAudience Reception Rate
  39. 39. THANK YOU Please contact us at info@unmetric.com for more information Click here if you’d like to use Unmetric to better understand what your competitors are doing, uncover compelling insights and unlock new strategies for success by claiming a free 6 day trial.

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