Top Performing US Spirit Brands on Social Media

6,891 views

Published on

We are all in pursuit of finding the perfect drink to lift our spirits, quench our souls and ease the weight on our shoulders. On the other end Spirit Brands across the United States are looking for fun and exciting ways to connect with their consumers. In this Slideshare, we take a peak under the hood to see what’s powering the social media successes of these brands, who’s out socializing who and which brand comes out on top. We analyzed the social media performance across Facebook, Twitter and YouTube.

Published in: Technology, Business

Top Performing US Spirit Brands on Social Media

  1. June 2013
  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
  4. 57 51 44 38 37 37 35 33 33 31 0 10 20 30 40 50 60 Bacardi Jack Daniel's Tennessee Whiskey Patron Tequila Martini Finlandia Vodka Smirnoff (United States) Ciroc Grey Goose Vodka Hennessy Crown Royal Unmetric Score 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. Bacardi has the highest Unmetric score followed by Jack Daniel’s and Patron Tequila.
  5. 6,721,909 4,062,432 2,241,067 2,201,170 1,814,360 1,769,603 1,545,848 1,442,566 1,421,160 1,412,034 - 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000 Bacardi Jack Daniel's Tennessee Whiskey Smirnoff (United States) Martini Ciroc Patron Tequila Baileys Captain Morgan USA Hennessy Grey Goose Vodka Facebook Fans Bacardi Rum is the most awarded rum in the world; they are also known for various promotional events and co-sponsoring events, which is why the brand could be the most popular on Facebook.
  6. Fan Growth Rate 487.72% 45.74% 21.71% 17.64% 16.04% 7.55% 5.71% 4.37% 4.37% 3.69% 0.00 100.00 200.00 300.00 400.00 500.00 600.00 Finlandia Vodka blows the roof with a growth rate of 487.72%. Such drastic growth rates could be due to merging of global pages.
  7. Number of Posts 93 58 53 50 49 42 41 41 37 36 0 10 20 30 40 50 60 70 80 90 100 Chivas USA The Glenlivet Ciroc Grey Goose Vodka The Macallan Svedka Vodka UV Vodka Crown Royal Bombay Sapphire Gin Jameson Irish Whiskey Chivas USA averages around 3 posts a day and post more frequently during the weekend.
  8. 526 158 143 126 118 111 102 97 94 93 81 0 100 200 300 400 500 600 0 10 20 30 40 50 60 70 No. of ADMIN POSTS ENGAGEMENT Posts Vs Engagement Patron Tequila received the highest engagement with only 2 posts. The Engagement Score is calculated based on the number of Likes, Comments, Shares and estimated impressions each post gets.
  9. Content Strategy 408 536 60 131 222 193 181 0 100 200 300 400 500 600 0 5 10 15 20 25 30 35 40 45 Questions To Fans Photos Contest brand Sponsored Event Festival/Greetings Engagement oriented Posts Brand News Posts Engagements The Content Strategy for the Top 10 spirit brands were tagged. Photo posts generated the highest amount of engagement, these are posts where the whole reason for the post is a photo.
  10. Most Engaging Posts Engagement Score: 329 Engagement Score: 339 Engagement Score: 675 Engagement Score: 640 Patron Tequila has some of the highest engaging posts out of all the brands
  11. TWITTER ANALYSIS
  12. Unmetric Score 51 51 48 48 47 47 47 43 35 33 0 10 20 30 40 50 60 @HennessyUS & @TitilsVodka are tied at the top followed by @jimbeamofficial and @DonjulioOficial. 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.
  13. 42,688 41,492 40,656 38,685 34,828 33,947 32,154 26,658 23,594 18,556 - 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 Follower Base @DonJulioOficial, the luxury tequila brand, is on top of the table.
  14. Follower Growth Rate @DonJulioOficial stands tall with a follower growth rate of 39.7%. They have seen high growth rates since the beginning of the year. 39.7% 7.94% 7.16% 6.27% 4.78% 4.78% 4.14% 3.79% 3.7% 3.52% 0 5 10 15 20 25 30 35 40 45
  15. Proactive Tweets 574 153 114 109 85 83 79 76 69 69 0 100 200 300 400 500 600 700 @cdchivasusa tweets the most. They average around 19 tweets a day and they tweet most frequently between 3-6pm.
  16. 21 44 44 44 86 96 111 181 201 208 228 0 50 100 150 200 250 @HennessyUS @The_Glenlivet @TitosVodka @The_Glenlivet @KetelOne @JoseCuervoSA @jimbeamofficial @BeamGlobal @southerncomfort @Sauza @Ciroc Average Reply Time @HennessyUS has the shortest average response time, but they only replied to 2 tweets. A reply is when a brand directly respond to a Twitter user. ART is the average time it takes for a brand to respond.
  17. YOUTUBE ANALYSIS
  18. 84 55 50 45 44 42 36 35 29 28 0 10 20 30 40 50 60 70 80 90 Unmetric Score Jameson Irish Whiskey has the highest Unmetric Score thanks to good performance across a range of metrics. 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.
  19. 9,629,393 6,764,007 4,077,589 2,939,172 2,706,726 2,004,581 1,775,804 1,771,332 1,035,807 960,595 - 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 Total Video Views Jameson Irish Whiskey receives the most number of views.
  20. Views Growth Rate Glenmorangie, Hennessy & Bombay Sapphire have very few video views hence have high growth rates. 63.95% 62.21% 56.62% 54.71% 16.27% 15.22% 8.8% 8.06% 5.57% 5.51% 0 10 20 30 40 50 60 70
  21. Subscriber Base 11,230 5,981 4,658 2,543 2,454 2,269 2,104 1,814 1,787 1,493 - 2,000 4,000 6,000 8,000 10,000 12,000 Jameson Irish Whiskey has the largest subscriber base. Close to 63% of the subscribers are new.
  22. Top Videos ABSOLUT GREYHOUND OFFICIAL Music Video Views: 2,541,588 Captain Morgan Chapter One Perfect Getaway Views: 897,131 The Smile Man starring Willem Dafoe Views: 2,459,031 Tonight We Tanqueray Views: 1,913,494
  23. 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.‪

×