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A Study of The Most Engaged
Brand on Twitter:
The Most Followed Are Not The Brands
With the Highest Engagement
By Dr. Natalie L. Petouhoff
UCLA Anderson Adjunct Prof
2013
Top 25 Most
Engaged Brands on
The 100 Most
Followed Brands
What do the Top 25 Do
That Others Don’t?
How the Study Was Conducted &
the Definition of Engagement In this
Study
& Author Bio
Table of Contents:
Hot Brands and
Trends
100 Most Followed Brands on Twitter
26. Cineplex 3,419,849 27. Whole Foods Market 3,229,977 28. BBC World News 3,147,049 29. National Geographic 3,047,197 30. Zappos.com 2,678,247 31. TechCrunch 2,580,150 32. Reuters 2,571,859 33. Disney Pixar 2,539,743 34. Portal R7 2,537,711 35. Fox News 2,442,536 36. InStylecom 2,331,225 37. WWD - Women's Wear Daily 2,210,739 38. Vogue 2,209,061 39. Pitchfork 2,193,551 40. Arsenal 2,167,559 41. iTunes Trailers 2,133,067 42. TweetDeck 2,126,036 43. Disneywords 2,114,652 44. WWE 2,105,009 45. Threadless 2,104,802 46. The New Yorker 2,093,773 47. someecards 2,081,238 48. TOMS Shoes Shoes for Tomorrow 2,042,245 49. Funny Facts 2,021,484 50. Dropbox 2,002,206
76. NPR News 1,508,141 77. Apple AppStore 1,495,972 78. Dell Outlet 1,486,682 79. Washington Post 1,458,392 80. Digg 1,415,229 81. charity: water 1,380,604 82. Chanel 1,354,979 83. Forbes 1,351,898 84. BBC News - UK 1,332,635 85. Subway 1,028,871 86. Forever 21, Inc 977,853 87. McDonald's 966,100 88. Intel 932,460 89. Nike 926,058 90. Xbox 848,019 91. American Express 623,023 92. Louis Vuitton 536,775 93. Target 528,145 94. Amazon 444,511 95. Net-a-porter.com 418,571 96. eBay 187,870 97. ZARA 164,604 98. Adobe Systems Incorporated 152,108 99. Neiman Marcus 114,092 100. Oreo 76,235
1. YouTube 23,662,989 2. Instagram 15,995,336 3. CNN Breaking News 10,506,363 4. UberSocial 9,515,241 5. TwitPic 8,818,486 6. The New York Times 7,621,763 7. CNN 7,509,660 8. Programa Panico 7,244,402 9. MTV 6,710,380 10. NBA 6,708,633 11. Facebook 6,606,415 12. ESPN 6,055,084 13. FunnyorDie.com 5,532,748 14. BBC Breaking News 5,127,059 15. The Onion 4,641,720 16. OneLouder Apps 4,518,183 17. Hootsuite 4,425,285 18. NFL 4,399,071 19. detikcom 4,285,548 20. Samsung Mobile USA 4,283,518 21. Notebook of Love 4,203,899 22. Snaptu 3,705,750 23. NASA 3,527,819 24. Metro TV 3,511,817 25. Starbucks 3,437,209 21
51. The Olympic Games 1,977,124 52. Guardian Technology 1,963,282 53. Good Morning America 1,935,823 54. Nimbuzz 1,926,834 55. Newsweek 1,914,084 56. Victoria's Secret 1,898,167 57. Etsy 1,882,201 58. H&M 1,825,568 59. Chelsea Football Club 1,820,011 60. Wired 1,806,945 61. Wikileaks 1,735,498 62. JetBlue Airways 1,712,419 63. TMZ 1,696,353 64. National Hockey League 1,657,156 65. Woot 1,653,887 66. The Associated Press 1,640,341 67. PlayStation 1,639,310 68. Christian Dior 1,635,224 69. BlackBerry 1.631.130 70. Burberry 1,622,786 71. Disney 1,577,841 72. UNICEF 1,575,811 73. Life.com 1,569,651 74. G4TV 1,556,592 75. Food Network 1,552,438
25 Brands With the Highest Engagement
1. Notebook of Love 2. Disneywords 3. ESPN 4. Funny Facts 5. PlayStation 6. Disney 7. Chelsea Football Club 8. BBC Breaking News 9. NASA 10. CNN Breaking News 11. Instagram 12. YouTube 13. Facebook 14. NBA 15. Arsenal 16. The Onion 17. Disney Pixar 18. FunnyorDie.com 19. CNN 20. National Geographic 21. UNICEF 22. Dropbox 23. MTV 24. WWE 25. Chanel
Where does your brand stand?
Do you know?
1. To see this Engagement Analysis powered by InfiniGraph.com, go to: http://smo.infinigraph.com/portal/industry/top_25_brands_twitter.html?refid=mashable042513Toptwitter
13. Samsung Mobile USA 14. NBA 15. WWE 16. The New York Times 17. McDonald’s 18. Washington Post 19. MTV 20. Disneywords 21. Forbes 22. TechCrunch 23. Notebook of Love 24. TMZ 25. WWD- Women’s Wear Daily
1. JetBlue Airways 2. American Express 3. detikcom 4. Victoria Secret 5. Metro TV 6. Whole Foods Market 7. Reuters 8. Portal R7 9. BBC News UK 10. The Associated Press 11. National Hockey League 12. NFL
25 Brands With the Highest Post Volume
Comparing the list of brand with the highest engagement, (pg. 4) to the brands with the highest post volume (pg. 5) shows having more followers does not always mean more engagement.
• Notebook of Love (#1)* and Disneywords (#2)* posts volumes are very consistent • Arsenal’s posts in spurts (#16)*
*Ranking of the top most engaged brands on twitter, pg. 4
The Most Engaged Brands Post Content
Very Consistently
Photos!
What The Top 25 Most Engaged Brand’s Use for Content:
When Do The Top 25 Most Engaged Brand’s Post?
Wednesday
What day do they post the most?
What type of content do they post the most?
4PM
The Hour of The Day The Top 25 Most Engaged Brand’s Post?
Here’s the secret to understanding what type of content
drives high engagement…
Do you know what content engages your audience?
What type of content do you post the most?
• By studying the content from the brand’s with the highest engagement, you can learn what works
• In this example, we are
looking at the brand: • Notebook of Love • The content type is: a link • The clicks: 29,801 • Retweets: 180
100 Most Followed Brand’s Klout Scores
• 26. Whole Foods Market 92 • 27. Snaptu 92 • 28. InStylecom 91 • 29. Good Morning America 91 • 30. Chanel 90 • 31. TMZ 90 • 32. WWD - Women's Wear Daily 90 • 33. Hootsuite 90 • 34. Life.com 90 • 35. JetBlue Airways 89 • 36. Christian Dior 89 • 37. Neiman Marcus 89 • 38. Pitchfork 89 • 39. Chelsea Football Club 89 • 40. Net-a-porter.com 89 • 41. Oreo 88 • 42. BBC Breaking News 88 • 43. Guardian Technology 88 • 44. Reuters 88 • 45. Funny Facts 88 • 46. Woot 87 • 47. Nike 87 • 48. Nimbuzz 87 • 49. Disney 87 • 50. Etsy 86
• 76. ESPN 81 • 77. Programa Panico 81 • 78. CNN Breaking News 81 • 79. Zappos.com 80 • 80. Notebook of Love 80 • 81. McDonald's 79 • 82. The Olympic Games 79 • 83. detikcom 79 • 84. Arsenal 78 • 85. G4TV 78 • 86. Burberry 78 • 87. Facebook 74 • 88. PlayStation 74 • 89. The Associated Press 73 • 90. TechCrunch 71 • 91. charity: water 71 • 92. Disney Pixar 70 • 93. UNICEF 67 • 94. Disneywords 65 • 95. Intel 60 • 96. YouTube 58 • 97. Threadless 54 • 98. Vogue 54 • 99. Washington Post 54 • 100. National Hockey League 31
• Adobe Systems Incorporated 99 • Apple AppStore 99 • NBA 99 • American Express 99 • Wikileaks 99 • OneLouder Apps 99 • WWE 99 • Fox News 98 • Wired 97 • H&M 97 • CNN 97 • Louis Vuitton 96 • Instagram 95 • Amazon 95 • NASA 95 • Starbucks 95 • TwitPic 95 • Target 95 • Subway 94 • TweetDeck 94 • BBC World News 93 • The New Yorker 93 • National Geographic 93 • Digg 92 • NPR News 92
• 51. BlackBerry 86 • 52. Newsweek 86 • 53. iTunes Trailers 86 • 54. TOMS Shoes Shoes for
Tomorrow 84 • 55. Food Network 84 • 56. Dell Outlet 84 • 57. ZARA 84 • 58. NFL 84 • 59. Portal R7 84 • 60. BBC News - UK 83 • 61. Forbes 83 • 62. someecards 83 • 63. Samsung Mobile USA 83 • 64. FunnyorDie.com 83 • 65. Metro TV 83 • 66. Dropbox 82 • 67. UberSocial 82 • 68. The Onion 82 • 69. MTV 82 • 70. eBay 82 • 71. The New York Times 81 • 72. Forever 21, Inc 81 • 73. 21 Cineplex 81 • 74. Victoria's Secret 81 • 75. Xbox 81
" Go to smo.infinigraph.com " Search to see if your brand
is in the system " If its not, request that it’s
added " Then select the brands you
want to compare to your brand and run the report in Infinigraph
" Study the results of the comparison
" Compare how much you post vs the level of engagement
" Study the other brand’s engagement capabilities and tactics
" And make changes to your strategy and tactics
1. We looked at the brands with the most Twitter followers and created a list of 100 of the most followed brands for the month of February 2013
2. We used InfiniGraph.com to crunch all the “B.I.G.” Data in this report
3. There's certainly lot's of definitions of engagement. In this case, the InfiniGraph Engagement Platform looked at engagement as measured by RT’s, clicks and @ replies.
4. To see this Engagement Analysis powered by InfiniGraph.com, go to:
http://smo.infinigraph.com/portal/industry/top_25_brands_twitter.html?refid=mashable042513Toptwitter
2. The 100 brands with the most followers were put into the InfiniGraph Platform for
the time period of 02/2013 to 03/2013 3. The InfiniGraph Platform took the information about each brand and gathered the
data you see in this report: • The volume of posts • The level of engagement • The content that is shared by each brand • What days / times during the day it is shared and • Compares and ranks it
4. Then the Infinigraph system creates the graphs you see in this report. Engagement is measured by RT’s, clicks and @ replies.
How the Study was Conducted
Brand Name Twi-er Handle Na#onal Hockey League @NHL NBA @NBA Neiman Marcus @neimanmarcus Net-‐a-‐porter.com @netaporter Newsweek @Newsweek NFL @NFL Nike @nike Nimbuzz @nimbuzz Notebook of Love @Notebook NPR News @nprnews OneLouder Apps @OneLouderApps Oreo @oreo Pitchfork @pitchforkmedia PlaySta#on @PlaySta#on Portal R7 @portalR7 Programa Panico @programapanico Reuters @Reuters Samsung Mobile USA @SamsungMobileUS Snaptu @snaptu someecards @someecards Starbucks @Starbucks Subway @subway Target @target TechCrunch @TechCrunch The Associated Press @AP The New York Times @NYTimes The New Yorker @NewYorker The Olympic Games @Olympics The Onion @TheOnion Threadless @threadless TMZ @TMZ TOMS Shoes Shoes for Tomorrow @TOMS TweetDeck @TweetDeck TwitPic @twitpic UberSocial @ubersoc UNICEF @UNICEF Victoria's Secret @victoriassecret Vogue @voguemagazine Washington Post @washingtonpost Whole Foods Market @WholeFoods Wikileaks @wikileaks Wired @wired Woot @woot WWD -‐ Women's Wear Daily @womensweardaily WWE @WWE Xbox @xbox YouTube @YouTube Zappos.com @zappos ZARA @zara
The Brand’s Twitter Handles
The Brand’s Twitter Handles
Brand Name Twi-er Handle 21 Cineplex @cinema21 Adobe Systems Incorporated @adobe Amazon @Amazon American Express @americanexpress Apple AppStore @AppStore Arsenal @Arsenal BBC Breaking News @BBCBreaking BBC News -‐ UK @BBCNews BBC World News @BBCWorld BlackBerry @BlackBerry Burberry @Burberry Chanel @CHANEL charity: water @charitywater Chelsea Football Club @chelseafc Chris#an Dior @Dior CNN @CNN CNN Breaking News @CNNbrk Dell Outlet @DellOutlet de#kcom @de#kcom Digg @digg Disney @Disney Disney Pixar @DisneyPixar Disneywords @disneywords Dropbox @Dropbox eBay @ebay ESPN @ESPN Etsy @Etsy Facebook @Facebook Food Network @FoodNetwork Forbes @Forbes Forever 21, Inc @Forever21 Fox News @FoxNews Funny Facts @FunnyOrTruth FunnyorDie.com @funnyordie G4TV @g4tv Good Morning America @GMA Guardian Technology @guardiantech H&M @hm Hootsuite @HootSuite Instagram @Instagram InStylecom @InStyle Intel @Intel iTunes Trailers @iTunesTrailers JetBlue Airways @JetBlue Life.com @LIFE Louis Vui_on @louisvui_on McDonald's @mcdonalds Metro TV @Metro_TV MTV @MTV NASA @NASA Na#onal Geographic @NatGeo
Dr. Natalie Petouhoff CEO The Results Group™
As a Forrester Analyst, Dr. Natalie led the pack by writing the world's 1st social media ROI model. Dr. Natalie's social media ROI videos have set the precedent for businesses to take social media seriously. Today companies rely on Dr. Natalie’s 7 Steps to FastTrack Social Media Business Success to help them create a plan, justify it to upper management, track the progress, do more of the right things and integrate it with traditional business objectives to obtain an ROI. This includes: 1. Benchmarking Your Social Media Capabilities: Your Capabilities Ranking vs. Competitors 2. Setting Business Goals: Your Business Case, Measurement Program & Dynamic ROI Dashboard & Scorecard 3. Determining Target Audiences: Identify Customers & Ambassadors For Higher WOM 4. Establishing A Content Strategy: Create Content To Intentionally Drive Business Goals 5. Creating an Interaction Strategy: Design Audience Engagement, Integrate w/ Traditional Processes & Scale it With Software 6. Training Executives & Staff: Align Business Objectives, Skills & Organizational Change 7. Pivoting & Iterating: Update Your Social Media Scorecard & Optimize Goals & Plan Dr. Natalie’s 7-step process provides companies with a customized, benchmark report; a scorecard comparing them to their competitors and a strategic/tactical short/long-term plan based on best practices. This process is so successful its one of the world's first social business courses anywhere and why UCLA Anderson’s Business School & UCLA Extension chose Dr. Natalie's 7 Steps to FastTrack Social Media Business Success because it delivers unprecedented, real-world business results. As a sought after thought leader, Dr. Natalie’s work is featured in Huffington Post, USAToday, Adage, BusinessWeek, Fast Company, The New York Times and The Wall Street Journal; is the subject of four books including Like My Stuff: How to Monetize Facebook; numerous best practice white papers and makes her a top choice as a TV commentator. As an accomplished keynote speaker at OMMA, Gartner, SMAC, WOMMA, Digital Hollywood, Forrester… and on her radio program, TheSocialNetworkShow.com, Dr. Natalie enlightens, empowers and inspires listeners. Want more information on Dr. Natalie? Follow her here: Twitter: https://twitter.com/drnatalie
Blog: www.DrNatalieNews.com LinkedIn: http://www.linkedin.com/in/drnataliepetouhoff/ Facebook: https://www.facebook.com/natalie.petouhoff
Full Disclosure: InfiniGraph is a client of Dr. Natalie’s and she is a proud advisory board member. The study was commissioned by Nestivity and Evolve Capital.
