Enterprise dominated performance across social media platforms for car rental brands. It ranked highest on Facebook with the most fans and engagement. On Twitter, Hertz had the highest score with the most tweets and replies. Hertz also led on YouTube with the most views and subscribers, though its uploads have slowed. Avis grew fastest across platforms likely due to its "Professionals" campaign. The report from social media benchmarking company Unmetric analyzed these major brands' activities on social media.

1. CAR RENTAL
BRANDS
A SOCIAL MEDIA
PERFORMANCE
REPORT

2. THE
SOCIAL MEDIA
BENCHMARKING
COMPANY
FOR BRANDS
We monitor and analyze the daily activity on the social media
outposts of over 10,000 brands in 33 sectors across
Facebook, Twitter, YouTube and Pinterest.
Our clients use Unmetric to analyze competitors, benchmark
their performance, and compete intelligently.

3. FACEBOOK
ANALYSIS
Time Period: May– June 2013

4. 28
19
16
15
14
11
10
0
5
10
15
20
25
30
Enterprise Alamo Budget Hertz Thrifty Avis Dollar
The Unmetric Score is the first ever sector aware social media benchmark score that
blends various qualitative and quantitative metrics to rank your brand against your competitors.
Facebook Unmetric Score
Enterprise towers above the rest with the
highest Unmetric Score on Facebook.

5. 266,040
180,353
137,210
88,923
39,248
27,675
16,438 13,948
0
50,000
100,000
150,000
200,000
250,000
300,000
Enterprise National Alamo Hertz Thrifty Dollar Avis Budget
Fans
Enterprise has the largest fan base. This could
be owed to the fact that they dominate a large
part of the market.

6. 16.30%
34.52%
20.59% 20.50%
4.95%
1.98% 1.90% 1.90%
0.11%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
Fan Growth Percentage
Enterprise grew twice as fast as
the average car rental brand.

7. 32
53
343
51
30 36
58 57
35
53
46
42
25 25 23
6 4
0
10
20
30
40
50
60
70
80
90
100
0
50
100
150
200
250
300
350
400
Admin Posts Engagement
Engagement Vs Admin Posts
Enterprise earned the highest
engagement, even though
National posted the most
during the time period
analyzed.
The Engagement Score is calculated based on the number of Likes, Comments, Shares and estimated
impressions each post gets.

8. Most Engaging Posts
Alamo- Engagement Score: 351 Alamo- Engagement Score: 272
Enterprise- Engagement Score: 207 Hertz- Engagement Score: 155

9. 72.73%
66.67%
59.14%
52.54%
48.40%
33.99%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Budget Avis Enterprise National Alamo Hertz
Reply Percentage
Budget has replied to the largest percentage of fan posts.
Dollar and Thrifty don’t allow fans to post on their wall.

10. 1,416
946
884
836
281
203
0 200 400 600 800 1000 1200 1400 1600
National
Hertz
Budget
Avis
Alamo
Enterprise
Average Reply Time
(in minutes)
Enterprise replies the fastest
to fan posts.

11. 5
18
25
11
27
93
7
3 5
49
354
128
80
109
244
39 34
161
0
50
100
150
200
250
300
350
400
0
10
20
30
40
50
60
70
80
90
100
Number of Posts Engagement
Content Strategy
Contest updates
earned the best
engagement by fans.

12. TWITTER
ANALYSIS
Time Period: May – June 2013

13. Twitter Unmetric Score
37
29
20 20
17 17
0
5
10
15
20
25
30
35
40
Hertz Enterprise Alamo Thrifty Dollar Avis
Hertz has the highest Unmetric Score, followed by Enterprise.
The Twitter handles of National and Budget were very recently added to the Unmetric platform and
hence sufficient data wasn’t available to fully analyze their Twitter performance.

14. 23,065
13,631
10,350
7,593
5141
3,736 3,293 3,193 2,907
0
5,000
10,000
15,000
20,000
25,000
Followers
Hertz has the most people following them on Twitter. This might be
because a good part of their replies are requests to DM which
require the person to follow the brand.
National has two Twitter handles; @NationalPro for brand news and @nationalcares for customer service.

15. Follower Growth Percentage
8.50%
11.32%
10.81%
10.35%
8.41%
7.10% 6.93%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
Sector Average Alamo Avis Enterprise Thrifty Dollar Hertz
Alamo grew the most in the time period analyzed, probably
because it has the smallest follower base.

16. 2,254
1,141
714
296
174 155 139 127 116
0
500
1000
1500
2000
2500
Tweets
Hertz tweets the most among all brands monitored,
almost 36 times a day. Their tweets are mostly
replies.

17. Replies Percentage
99%
91% 89%
79%
61% 59%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Hertz Enterprise Alamo Avis Dollar Thrifty
99% of Hertz’ Tweets are replies. Their replies are mostly requests to
send a direct message and occasionally also include an apology.

18. Replies
2,221
1,034
563
264
77 68
0
500
1000
1500
2000
2500
Hertz Enterprise Avis Alamo Dollar Thrifty
Hertz has replied to over 2,200 tweets in the time period analyzed.

19. 1,274
1,034
1,006
716
609
110
280
0 200 400 600 800 1000 1200 1400
Dollar
Thrifty
Avis
Alamo
Hertz
Enterprise
Sector Average
Average Reply Time
(in minutes)
Enterprise takes customer support seriously; they reply to
over 1,000 tweets in an average of less than two hours.

20. YOUTUBE
ANALYSIS
Time Period: May – June 2013

21. 17
16
13
12
0
2
4
6
8
10
12
14
16
18
Hertz Avis Enterprise Alamo
Hertz tops YouTube with Avis following close behind.
YouTube Unmetric Score
Dollar and Thrifty don’t appear to have an official YouTube Channel.
National and Budget were added very recently to the Unmetric platform, hence sufficient data wasn’t available to
fully analyze their YouTube performance.

22. 274,214
236,618
138,104
66,310
31,898 27,738
0
50,000
100,000
150,000
200,000
250,000
300,000
Hertz Enterprise Avis Budget Alamo National
Views
The Hertz channel has the most views. Though they’ve been
inactive recently, their past videos seem to have fared well.

23. Views Growth %
3.60%
25.20%
4.30% 4.10%
-6.26%
-10.00%
-5.00%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Sector Average Avis Alamo Hertz Enterprise
The negative growth
indicates that a few
videos were removed
from the channel.
Avis grew rapidly when compared to the sector
average. This came as no surprise, especially
with their recent “The Professionals” YouTube
campaign.

24. 371
342
193
96
80
60
0
50
100
150
200
250
300
350
400
Hertz Enterprise Avis National Budget Alamo
Subscribers
Hertz has the most people subscribing to its channel. This can be
attributed to past campaigns to drive viewership.

25. Subscribers Growth %
10.50%
15.40%
14.20%
11.10%
7.20%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
Sector Average Alamo Avis Hertz Enterprise
Alamo’s channel grew the most in the time
period analyzed.

26. 123
69
37
28
14
5
2 1 0 0
3 2
0
20
40
60
80
100
120
140
Enterprise Hertz Avis Budget National Alamo
Total Uploads New Uploads
National added the most new
videos in the time period analyzed.
Their videos are unique, created
specifically for YouTube.
Video Uploads
Enterprise has the most videos in their channel.

27. 04:41
01:36
01:10
01:07
01:01
00:16
00:00 01:12 02:24 03:36 04:48 06:00
Hertz
National
Enterprise
Avis
Budget
Alamo
Average Video Length
(mm:ss)
Alamo’s videos are the shortest – 16 seconds on an average.
Hertz’ videos, which average out at four and a half minutes, are
the longest.

28. Top Videos from Brands Analyzed
1. "The Professionals" Steve Stricker Avis Commercial
Spring 2013
2. Hertz Gold Plus Rewards
3. "The Professionals" Nigel Barker Avis Commercial Spring
2013

29. "The Professionals" Steve Stricker Avis
Commercial Spring 2013
If Avis is perfect for Steve Stricker, it’s
perfect for you too.

30. Hertz Gold Plus Rewards
You can drive down a gold paved road if
you are a gold plus member at Hertz.

31. "The Professionals" Nigel Barker Avis
Commercial Spring 2013
Why is Avis right for Nigel Barker?

32. 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.‪