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The fastest growing and most engaging brands are taken apart in this report to understand the secrets behind their highly successful social media campaigns
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analyzed by
Social Media Shakedown of Top Brands in July 2013
The Platform
Unmetric monitors over 10,000 brands across 30 sectors and all major countries.
We analyze data from:
Is Your Brand Social Enough?
Not-so-obvious Competitive Intelligence on over 10,000 brands across 30 sectors... so you know
who is outsocializing who. And how.
SO
ANALYSIS OF
BRANDS ON FACEBOOK
Fans, Conversations, Engagement, Campaigns, etc...
3,162,132
2,834,228 2,775,130
2,141,600 1,960,422 1,894,320
1,685,196
1,104,914 1,066,414 1,018,063
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
Cadbury Diary Milk
Nestle iTunes M&M's USA EA Sports FIFA
Knorr Coca-Cola Google Pringles PayPal
July 2013
Brands that Gained the Most New Fans
Added 3.1 Million Fans
9250%
1865%
1055%
376% 320% 294% 287% 225% 197% 192% 0%
1000%
2000%
3000%
4000%
5000%
6000%
7000%
8000%
9000%
10000%
Cumberland Farms
Braun Bishop's Orchards
Farm Market
Knorr Nestle Adidas Women USA
Smartfood PayPal Albertsons Bausch + Lomb
Brands with the Highest Fan Growth Rate
experienced an astounding exponential growth rate of 9,250%
July 2013
Most Engaging Posts Across All Sectors
July 2013
Sector Leaders in the United States (Based on the Unmetric Score for Facebook)
Sector Brand
Automotive
Aviation
Banking
Beverages – Alcohol
Consumer Electronics
Sector Brand
Education
Food & Beverages
Hospitality
Insurance
Luxury
July 2013
Sector Leaders in the United States (Based on the Unmetric Score for Facebook)
Sector Brand
Television
Mobile & Handhelds
Personal Care
Restaurant & Cafe
Retail
Sector Brand
Retail Chains
Sports
Technology
Telecom Services
Travel
July 2013
A Closer Look at Selected Top
Brands
MasterCard (United States) – Stand Up To Cancer MasterCard US posted around their CSR efforts and their partnership with Stand Up To Cancer. This
garnered good engagement for them and put them at the top of the Banking & Finance charts for July.
Gibson – Engagement Analysis Gibson saw great engagement in the month of July with an average engagement score of 247,
much higher than the worldwide sector average of 41.
Louis Vuitton – New Collections Louis Vuitton mostly posted around their Pre-Fall 2013 and Spring/Summer 2014 collections.
This put them at the top of the charts for Luxury brands in July.
Victoria’s Secret – Offers Victoria’s Secret posted mostly around Deals/Offers
but photos and posts around new products engaged best for them.
Starbucks – Treat Receipt Starbucks ran a Treat Receipt offer than engaged very well for them.
KLM – Facebook Response Strategy KLM took part in 1110 conversations in July and had an average response time of 1 hr 25 mins.
SO
ANALYSIS OF
BRANDS ON TWITTER
Followers, Customer Service Metrics, Campaigns, etc...
added the most new Followers on Twitter
July 2013
Brands that Gained the Most New Followers
1,541,872
1,320,016
1,117,734
806,722
689,195
387,298 385,764 378,135 344,387 338,989
-
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
Instagram YouTube Twitter Facebook Ellen DeGeneres
Coca-Cola Disney Microsoft iCarly CNN Breaking
News
Brands that Tweeted the Most
July 2013
News brands have been the most prolific tweeters.
7,463
6,839
4,248
2,882 2,406 2,311 2,217 2,123 2,107 2,107
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
Sector Leaders in the United States (Based on the Unmetric Score for Twitter)
Sector Brand
Automotive
Aviation
Banking
Beverages – Alcohol
Consumer Electronics
Sector Brand
Education
Food & Beverages
Hospitality
Insurance
Luxury
July 2013
Sector Leaders in the United States (Based on the Unmetric Score for Twitter)
Sector Brand
Television
Mobile & Handhelds
Personal Care
Restaurant & Cafe
Retail
Sector Brand
Retail Chains
Sports
Technology
Telecom Services
Travel
July 2013
SO
A Closer Look at Selected Top
Brands
Xbox – Tweet and Reply Analysis
Xbox and Xbox support had the most amount of tweets in the Consumer Electronics sector, most of these tweets were replies.
Xbox - #SDCC
Xbox tweeted around the San Diego Comic Con during the month of July.
Jet Blue & American Airlines– ART Comparison Jet Blue and American Airlines continued their excellent Twitter Reply strategy in July.
3 hrs 47 mins
2 hrs 18 mins
10 mins
5 hrs 13mins
13 mins
2 hrs 52 mins
1 hr 44 mins
American Airlines– Reply Analysis On average, American Airlines replied to 509 tweets a day and they were all replies. They tweeted around
the clock and their most popular reply (aside from Plain Text) were brand apologies.
McDonald’s - #McDMonopoly
Top Hashtags: #McDMonopoly, #MonopolyAllStar, #ASG
On an average, McDonald’s had 26 tweets/day, Most of which were replies. They continued their #McDMonopoly Contest in July.
Whole Foods - #WFMdish Whole Foods conducted a Twitter Chat around the tag #WFMdish
Lonely Planet – Proactive Tweet Strategy On average, Lonely Planet had 15 tweets/day most of which were proactive.
A majority of their tweets included links.
SO
ANALYSIS OF
BRANDS ON YOUTUBE
Views, Shares, Uploads, Top Video, etc...
Brands with the Most New Views
added an incredible 94 million views
July 2013
94,051,148
81,514,429
61,172,524
48,419,792
38,468,139 37,301,908 36,946,592 36,464,459 35,030,236 32,781,782
-
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
80,000,000
90,000,000
100,000,000
Sector Leaders in the United States (Based on the Unmetric Score for YouTube)
Sector Brand
Automotive
Aviation
Banking
Beverages – Alcohol
Consumer Electronics
Sector Brand
Education
Food & Beverages
Hospitality
Insurance
Luxury
July 2013
(Based on the Unmetric Score for YouTube)
Sector Brand
Television
Mobile & Handhelds
Personal Care
Restaurant & Cafe
Retail
Sector Brand
Retail Chains
Sports
Technology
Telecom Services
Travel
July 2013
Sector Leaders in the United States
Top Videos of the Month
July 2013
Dove – Camera Shy Samsung Mobile USA – Galaxy S4 – Flight Chat
Samsung Imaging – Smart Camera NX300 Samsung Imaging – Galaxy S4 Zoom
Unmetric works with leading brands and agencies to help them establish benchmarks for their social media teams and social media campaigns. The data provided by the Unmetric (SaaS) platform is instrumental in facilitating understanding and driving down costs by creating more efficient social media teams.
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