The Telecom Industry on Social Media

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Unmetric's Social Media Benchmarking and Competitive Analysis Report of Top Telecom Brands in the United States

The Telecom Industry on Social Media

  1. 1. SOCIAL MEDIA BENCHMARKING& COMPETITIVE INTELLIGENCETop Telecom Brands  SO  in the United States
  2. 2. Unmetric’s platform focuses on social media benchmarkingfor leading brands around the world. Unmetric recognizes thatbrands are flying blind on social media and the absence ofbenchmarks has been detrimental to businesses who are THEused to competitive benchmarking and intelligence on massmedia and the internet. SOCIAL MEDIA BENCHMARKINGUnmetric empowers marketing teams with data that waspreviously unavailable. Besides comparing the performance of COMPANYcompeting brands, Unmetric also benchmarks brands against FOR BRANDStheir sector and captures everything around brands’ Facebook,Twitter, YouTube and Pinterest points of presence. Thisincludes growth metrics and unique engagement metrics thatprovide insights into content strategies & performance.Visit us at Unmetric.com for more information
  3. 3. January 2013Telecom Sector on Social Media NEWS AROUND YOUR SECTOR The Telecom Sector experienced positive growth rates across Facebook, Twitter and YouTube. T-Mobile USA led the ranks on Facebook in North America, ranking 3rd Worldwide. Verizon Wireless took the top spot on Twitter, for North America, ranking 3rd, worldwide. T-Mobile USA also reigned over YouTube for North America, coming in 2nd, worldwide. The annual Consumer Electronics Show was a popular topic for Telecom brands across Twitter and Facebook, while Verizon and Sprint also ran contests on Facebook and Twitter respectively.
  4. 4. ANALYSIS OF BRANDS ON FACEBOOK SO Fans, Conversations, Engagement, Campaigns, etc...
  5. 5. January 2013 Facebook – An Overview UNMETRIC SCORE FOR FACEBOOK Brand Name Unmetric Score Rank in January T-Mobile USA 61 3 Verizon Wireless 58 5 AT&T 56 6 Sprint 38 18 U.S. Cellular 24 66 Virgin Mobile USA 20 77 Metro PCS 20 81The Unmetric Score is a unique sector based social media score that takes in to accountvarious metrics, weighted and balanced to produce a single benchmarkable score.
  6. 6. January 2013 Facebook – An Overview AUDIENCE STRENGTH & ENGAGEMENT STRENGTH Audience Strength (Number of Fans & Fan Growth) Engagement Strength (Engagement Score, Sentiment, Conversations and Number of Posts) POPULAR LEADERSAudience Strength EMERGING ENGAGERS Engagement Strength
  7. 7. January 2013Facebook – An Overview BEST CAMPAIGNS OF THE MONTH (Amongst these brands)1. Verizon- Recipe and Super Bowl contests2.  Verizon- Droid DNA3.  Sprint – CES 20134.  AT&T – American Idol Sponsorship
  8. 8. January 2013 Notable Brands & Metrics on Facebook Brand s Response to Fan Fans Number of Posts Sentiment of Fan Posts Number talking Posts Engagement ofBrand Name about Average % of Fan Posts Admin Posts Total Fans Fan Growth (as % of Fans) Fan Admin Response Admin Negative Neutral Positive Time (mins) Responded Verizon 4,679,261 4.09 % 3.07 % 2,053 29 30 308 24.07 % 386 1026 641 Wireless AT&T 3,896,969 0.4 % 4.07 % 2,012 30 97 147 19.01 % 401 1061 550T-Mobile USA 2,601,203 5.02 % 7.53 % 1,802 19 245 105 91.37 % 333 940 529 Sprint 1,015,752 3.24 % 6.34 % 1,351 54 85 598 31.83 % 307 731 313U.S. Cellular 371,901 0.24 % 0.88 % 901 61 12 423 59.7 % 94 546 261 MetroPCS 144,935 0.92 % 1.04 % 596 50 12 580 73.32 % 57 379 160Virgin Mobile 128,861 1.62 % 2.55 % 1,255 5 42 146 76.44 % 175 798 295 USA
  9. 9. Verizon – Recipe Contest and Super Bowl Contest Verizon posted a lot around their Sandra Lee’s Recipe Draft Contest and also posted around the upcoming Super Bowl Contest (click on the image to view the contest) (click on the image to view the contest)
  10. 10. Verizon – Droid DNAVerizon’s post about the new Droid Razr Maxx HD Phone received phenomenal engagement
  11. 11. T-Mobile – Great Facebook Reply StrategyInteraction with Fan Posts Fans initiated 1715 conversations of the T-Mobil USA which 1567 / 1715 are not deleted/hidden. T-Mobile USA participated in 91% of these conversations. 1 hr, 46 mims, The Average time T-Mobile USA takes to reply 30 secs (based on 1567 conversations they chose to participate in) Sentiment Analysis of Fan Posts 29.3% 52.4% 18.3% Automated sentiment analysis of the 1715 fan posts (does not include follow up comments on the post) 29.5% 52.9% 17.5% Automated sentiment analysis of the 1567 posts T-Mobile USA replied to (does not include follow up comments on the post)
  12. 12. Sprint - CESSprint posted a lot about themselves but earned great engagement posting around CES event. Most engaging post around CES
  13. 13. AT&T – American IdolAT&T s posts around the new season of American Idol earned high engagement.
  14. 14. ANALYSIS OF BRANDS ON TWITTER SO Followers, Customer Service Metrics, Campaigns, etc...
  15. 15. January 2013 Twitter – An Overview UNMETRIC SCORE FOR TWITTER Brand Name Unmetric Score Rank in January Verizon Wireless USA 67 3 AT&T 51 9 T-Mobile USA 51 11 Sprint 47 14 Qualcomm 44 18 Time Warner Cable 41 20 MetroPCS Inc. 30 48 U.S. Cellular 29 49 Virgin Mobile USA Care 29 50The Unmetric Score is a unique sector based social media score that takes in to accountvarious metrics, weighted and balanced to produce a single benchmarkable score.
  16. 16. January 2013 Twitter – An Overview AUDIENCE STRENGTH & ENGAGEMENT STRENGTH Audience Strength (Total Followers, Follower Growth, Follower-Followee Ratio) Engagement Strength ((Average Reply Time, Number of Tweets & Sentiment) POPULAR LEADERSAudience Strength EMERGING ENGAGERS Engagement Strength
  17. 17. January 2013 Twitter – An Overview BEST CAMPAIGNS OF THE MONTH (Amongst these brands)1.  Sprint – CES 20132.  AT&T- #AttDevSummit, #DigitalLifeChat3.  Verizon Wireless - #NFL, #GamePaint, #2013CES
  18. 18. January 2013 Notable Brands & Metrics on Twitter Average Response Brand Name Total Followers Followers Growth Number of Tweets (Net) Sentiment Time NeutralVerizon Wireless 800,622 -1.02% 166 00:35:19 AT&T 171,770 0.98% 565 02:51:11 Neutral T-Mobile 166,918 1.69% 82 00:00:00 Positive Sprint 141,358 2.36% 99 11:52:26 NeutralVirgin Mobile USA 4,771 0.72% 2742 1:20:20 Neutral
  19. 19. Consumer Electronics Summit 2013Top Brands Tweeting Around CES 2013- AT&T, T-Mobile USA, Sprint, Verizon Wireless
  20. 20. Sprint – Tweets around CESSprint posted a lot of tweets around CES and received phenomenal growth around the same time period. Growth in Followers during the CES
  21. 21. Sprint – CES Hidden Hashtag Sweepstakes Sprint tied up with CNET with their Hidden Hashtag sweepstakes.
  22. 22. Verizon Wireless Top Hashtags: #NFL, #GamePaint, #2013CESVerizon Wireless lost 8216 followers on Twitter Most proactive tweets were around the CES and NFL
  23. 23. AT&T Top Hashtags: #ATTDevSummit, #digitallifechat, #2013CESApart from Plain Text, AT&T s most popular reply strategy seemed to be issuing brand apologies. AT&T had 18 tweets a day and most of their tweets were replies.
  24. 24. Comparative Reply AnalysisApart from Plain Text, brand apologies are the most popular type of reply amongst the chosen brands. Verizon Wireless replies the fastest, while @TracFoneCalls takes the longest.
  25. 25. ANALYSIS OF BRANDS ON YOUTUBE SO Views, Shares, Uploads, Top Video, etc...
  26. 26. January 2013 YouTube – An Overview UNMETRIC SCORE FOR YOUTUBE Brand Name Unmetric Score Rank in January T-Mobile USA 79 2 Verizon Wireless 66 3 AT&T 62 4 Virgin Mobile USA 51 6 Sprint 40 9 Metro PCS 25 24 Tracfone 19 39 U.S. Cellular 18 42The Unmetric Score is a unique sector based social media score that takes in to accountvarious metrics, weighted and balanced to produce a single benchmarkable score.
  27. 27. January 2013 YouTube – An Overview TOP VIDEOS OF THE MONTH (Amongst these brands)1.  Verizon Powerful Answers- Eureka :60 Commerical2.  T-Mobile s Unlimited Nationwide 4G Data With No Annual Contract3.  Sprint- NBA Pajamas Commercial with Kevin Durant
  28. 28. January 2013 Notable Brands & Metrics on YouTube Number of Average Video Brand Name Total Video Views Viewer Growth Dislikes Likes Uploads Length (Seconds) T-Mobile 59,752,838 0.54% 419 20 139 82Verizon Wireless 37,565,797 7.06% 871 31 510 88 AT&T 37,405,283 3.66% 2740 9 157 78 Sprint 5,352,007 -35.6% 376 53 154 122Virgin Mobile USA 4,612,087 1.13% 180 0 0 233
  29. 29. Verizon Powerful Answers- Eureka :60 CommericalAt Verizon, we believe in the power of technology tosolve just about anything. Because the worlds biggestchallenges deserve even bigger solutions. Video Views Growth
  30. 30. T-Mobile s Unlimited Nationwide 4G DataWant Unlimited Nationwide 4G data? Introducing T-Mobiles Unlimited Nationwide 4G data. No caps, nooverages and now with no annual contract. Check it outat T-Mobile.com. Video Views Growth
  31. 31. Sprint- NBA Pajamas CommercialUnlimited NBA from Sprint changes everything. NBAfans who have Truly Unlimited Data from Sprint canwatch so much NBA coverage, they might experiencesome unusual changes. Video Views Growth
  32. 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.‬

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