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While social media listening often produces valuable information that can be used for marketing purposes, it can also create large volumes of unstructured data that can be difficult to manage or filter. MarketBridge offers social media listening services that automate the monitoring process and generate useful customer data that can fuel revenue growth for your organization.
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0.0! 10.0! 20.0! 30.0! 40.0! 50.0! 60.0! 70.0! 80.0! 90.0! 100.0!
True Value!
Ace Hardware!
Home Depot!
Lowes! Direct Reach
Potential Reach
Engaged Community
Industry Impact
Brand Sentiment
Social Accessibility
Conversion Potential
Social Influence
Community Development
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DR direct
REACH
PR potential
REACH
EC engaged
COMMUNITY
II industry IMPACT
BS brand
SENTIMENT
SA social
ACCESSIBILITY
CP conversion POTENTIAL
SI social
INFLUENCE
CD community
DEVELOPMENT
Measure of immed
iate fans
and followers in ow
ned
netw
orks
Extend
ed aud
ience no
t ne
cessarily in owne
d ne
tworks
Degree to
which so
cial
commun
ity interacts w
ith
and prom
otes brand
Performance by Category Strengths & Weaknesses of Each Brand
Measure of h
ow m
uch
social con
versaB
ons is
impacBng th
e indu
stry
Measure of the
con
sumer
opinion of th
e brand insid
e social con
versaB
ons
Ease with
which peo
ple can
reach the brand through
social chann
els
Viability of the
social m
edia
space to gen
erate
conversio
ns
Measure of social chann
el
moB
vaBn
g othe
rs to
wards
acBo
n
Measure of inten
Bonality of
brand to culBvate an
engaged commun
ity
Lowes Home Depot Ace Hardware True Value
80.8
The Home Improvement Wars Competitive Social Media Benchmark Analysis
71.5
43% Lowes
41% True Value
35% Home Depot
31% Ace
21% Lowes
20% Home Depot
17% True Value
17% Ace
Performance by Network How did each platform contribute to the brand’s score? Lowes
Home Depot Ace Hardware True Value
9% Home Depot
8% Lowes
7% True Value
6% Ace
3% Ace
3% Home Depot
3% Lowes
2% True Value
7%
42% Ace
31% True Value
29% Home Depot
24% Lowes
Pinterest For the home improvement space, this is an important network not reflected in direct traffic percentages reflected
here. Boards and pins are shared through Facebook and influence the
drive towards increases in Likes.
Facebook Given that the retailers occupy the B2C space, Facebook is a key way to market products, services and messages. Lowes has dominated this space for the past 18 months and conBnues to show an incredibly strong rate of growth. This lead is significant as people are incredibly prone to share pictures of remodeling projects they want to engage in and share posts produced by Lowes with these ideas included.
You Tube Home improvement is a compeBBve space especially in the DIY category.
For projects where consumers want to aTempt it on their own, instrucBonal videos are sought from the experts,
and Home Depot has led this category.
Earned Media The earned media space is defined as brand menBons within the social media arena that do not occur on a brand’s owned networks.
This represents opportunity to convert influencers and redirect the conversaBons
back into a managed plaVorm.
Twitter TwiTer’s importance for the home improvement space is when it is used to direct back to a content markeBng strategy, whether that is a DIY post on Facebook, a DIY video on YouTube or a new board on Pinterest. Lowes and Home Depot remain very compeBBve in this space.
Core Factors For the Leader Insights into specific metrics giving the leader the edge in performance
Lowes Home Depot Ace Hardware True Value
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Lowes
Home Depot
Ace
True Value
2 Million
1 Million
2.5 Million
Facebook Rate of Growth
In the B2C space, Facebook is a significant factor for sharing a brand’s message. A high Rate of Growth usually indicates that the brand’s users are sharing posts and stories and evangelizing their friends.
Engagement on Facebook The size of the Facebook community is only as relevant as the number of fans actually sharing the brand’s posts. Below illustrates how each brand sizes up.
Avg Retweets/Follower
Similar to Facebook, a TwiTer following is effecBve if the community re-‐broadcasts your message. Below are how the brand’s followers help to publish to their own followings.
44K
23K
5K
5K
Pinterest Followers
In the DIY space, Pinterest has established itself as a social media mecca. That Lowes dominates this space as strongly as they do is a core factor to their sibng in the pole posiBon for social media markeBng.
70
35
65
25
5K PTAT
10 RT
3.5M
75.6K 1.8K 1.3K
WANT US TO SCORE YOUR BRAND? CONTACT US. 1-888-GO-TO-MKT www.market-bridge.com
ABOUT MARKETBRIDGE
About the SQ IndexTM
The MarketBridge SQ Index is a proprietary scoring service which scores and ranks competitors in social media performance. Over 30 core social metrics that are either publicly-available or partner-provided are integrated into MarketBridge’s unique nine-category benchmark analysis. In addition to each competitor’s owned networks being scored, the earned social media space is also integrated as well for a holistic approach. Our algorithms use the competitive set as a means of establishing the limits of the scale so that participating brands can view the results as defining achievable highs and avoidable lows.
The categories below represent our integrated scoring of core social metrics from the platforms represented:
MarketBridge is a leading global provider of digital marketing, sales enablement, and customer analytics solutions for Fortune 1000 and emerging growth companies. We help companies scale revenue growth and increase sales productivity by increasing digital customer engagement (social, mobile, on-line communities, e-commerce) and building robust customer analytics engines that focus marketing investments and sales activity on the right customers, with the right messaging and solution, through the right marketing and sales channels. Our core solutions include RevenueEnginesTM digital marketing automation and sales enablement programs, DemandAnalyticsTM predictive analytics and reporting solutions, MarketBlueprintTM implementation playbooks for fully leveraging digital technologies, and SQ IndexTM for social media
performance tracking and competitive benchmarking. Copyright © 2013 MarketBridge Inc., All Rights Reserved.
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