A brief note on the social media strategies of the top global brands. Presentation provides an overview of the different strategies employed by different brands & how each brand adopted different strategies to achieve their respective brand / marketing objectives

1. SOCIAL MEDIA –
CASE STUDIES
Praneeth Marisa
@The_Devante
http://in.linkedin.com/in/praneethmarisa

2. OUTLINE
Facebook
• Page Highlights
• Name – About – Basic Info
• Growth Story
• Timeline Features
• Post Highlights
• Quantitative Analysis
• Qualitative Analysis
Twitter
• Handle Highlights
• Name – Bio – Display Picture
• Growth Story
• Tweet Highlights
• Quantitative Analysis
• Qualitative Analysis

4. FACEBOOK

5. FACEBOOK – PAGE HIGHLIGHTS
NAME - ABOUT – BASIC INFO
Name: About:
Basic Info:

6. FACEBOOK – PAGE HIGHLIGHTS
GROWTH STORY
Week Start Date End Date Fans Average PTAT / Day
Wk1 18-Jun-12 24-Jun-12 20578298 222435
Wk2 25-Jun-12 01-Jul-12 20714659 198060
Wk3 02-Jul-12 08-Jul-12 20870752 205420
Wk4 09-Jul-12 15-Jul-12 21043814 384717
Wk5 16-Jul-12 22-Jul-12 21252831 301539
Fans’ Growth
209017 On an average,
203000
130000-to-170000
People LIKE the ‘Mc
178000 173062
Donald’s’ Facebook
156093 Page every Week
153000
143272
136361
128000
Week 1 Week 2 Week 3 Week 4 Week 5

7. FACEBOOK – PAGE HIGHLIGHTS
TIMELINE FEATURES
Cover Photos
Uses its LATEST PRODUCTS, OFFERS & BRAND ASSOCIATIONS as its FACEBOOK COVER PHOTOS

8. FACEBOOK – PAGE HIGHLIGHTS
TIMELINE FEATURES
Cover Photos

9. FACEBOOK – PAGE HIGHLIGHTS
TIMELINE FEATURES
Cover Photos

10. FACEBOOK – PAGE HIGHLIGHTS
TABS
Comprises of a set of VIDEOS clearly designed to COMBAT
McDONALD’s IMAGE as a greasy antagonist blamed for the
American obesity epidemic
A STORE LOCATOR TAB that provides Info, Updates and Specials
all personalized as per Fans’ respective Cities
A Tab designed to showcase the LATEST PRODUCT RELEASES,
COMBO OFFERS & HAPPY MEALS

11. FACEBOOK – POST HIGHLIGHTS
QUANTITATIVE ANALYSIS
Posts are not made on a daily basis; it can be
1 POST IN 4 DAYS or A WEEK or 15 DAYS
depending quality of the story

12. FACEBOOK – POST HIGHLIGHTS
QUALITATIVE ANALYSIS
Up and down the timeline, the page is filled with
more pictures designed to CAPITALIZE ON THE
CALENDAR, Iced Coffees when the weather turns
warm, Shamrock Shakes for St. Patrick’s Day and
Hot chocolate in the winter
There’s also a plethora of VIDEOS presenting
the HEALTHY LIFESTYLES of McDonald’s
customers and the clean conditions of their
cattle

13. TWITTER

14. TWITTER – HANDLE HIGHLIGHTS
NAME – BIO – DISPLAY PICTURE
Name:
Bio:
Display Picture:

15. TWITTER – HANDLE HIGHLIGHTS
GROWTH STORY
Week Start Date End Date Followers Weekly Tweets
Wk1 18-Jun-12 24-Jun-12 514979 59
Wk2 25-Jun-12 01-Jul-12 517045 55
Wk3 02-Jul-12 08-Jul-12 529815 52
Wk4 09-Jul-12 15-Jul-12 554457 87
Wk5 16-Jul-12 22-Jul-12 569897 46
Followers’ Growth
24642 On an Average,
@McDonalds increases
21500
its Followers at the
15440 rate of 2% Per Week
12770
11500 10591
2066
1500
Week 1 Week 2 Week 3 Week 4 Week 5

16. TWITTER – TWEET HIGHLIGHTS
QUANTITATIVE ANALYSIS
Week Start Date End Date Tweets Re-Tweets Replies
Wk1 18-Jun-12 24-Jun-12 59 1 9
Wk2 25-Jun-12 01-Jul-12 55 3 8
Wk3 02-Jul-12 08-Jul-12 52 1 11
Wk4 09-Jul-12 15-Jul-12 87 10 26
Wk5 16-Jul-12 22-Jul-12 46 3 6
Re-Tweet Percentage
15%
On an Average,
@McDonalds makes 5
11% RE-TWEETS / 100
10% ORIGINAL TWEETS
7%
5%
5%
2% 2%
0%
Week 1 Week 2 Week 3 Week 4 Week 5

17. TWITTER – TWEET HIGHLIGHTS
QUALITATIVE ANALYSIS
Keep It Positive & Relatable
Aside from when McD is promoting its newest
products or the comeback of a favorite menu
item, its TWITTER HANDLE RESEMBLES
THAT OF ANY OTHER USER
Tweets are such as, “If we didn’t
have birthdays, you wouldn’t be
you. If you’d never been born, well
then what would you do?’ Happy
Birthday Dr. Seuss!”
It even RE-TWEETS UPDATES UNRELATED TO THE COMPANY like “Those small
words someone can say that makes your day ten times better #LittleThings”

19. FACEBOOK

20. FACEBOOK – PAGE HIGHLIGHTS
NAME - ABOUT – BASIC INFO
Name: About:
Basic Info:

21. FACEBOOK – PAGE HIGHLIGHTS
GROWTH STORY
Week Start Date End Date Fans Average PTAT / Day
Wk1 18-Jun-12 24-Jun-12 30645308 208498
Wk2 25-Jun-12 01-Jul-12 30724229 189871
Wk3 02-Jul-12 08-Jul-12 30807700 157454
Wk4 09-Jul-12 15-Jul-12 30957277 194153
Wk5 16-Jul-12 22-Jul-12 31060033 264662
Fans’ Growth
On an average,
149577
150000 75000-to-100000
People LIKE the
125000 ‘StarBucks’ Facebook
Page every Week
102756
100000
83471
78741 78921
75000
Week 1 Week 2 Week 3 Week 4 Week 5

22. FACEBOOK – PAGE HIGHLIGHTS
TIMELINE FEATURES
Cover Photos
Uses the images of its STORES, PRODUCTS & COLLAGES as its FACEBOOK COVER PHOTO

23. FACEBOOK – PAGE HIGHLIGHTS
TIMELINE FEATURES
Cover Photos

24. FACEBOOK – PAGE HIGHLIGHTS
TIMELINE FEATURES
Cover Photos

25. FACEBOOK – PAGE HIGHLIGHTS
TABS
A ‘WORK WITH US’ App that allows fans to apply for the Job
Openings at StarBucks
An ‘eGIFTING’ App that allows fans to gift their friends notional
money, through the StarBucks Card, which they can use at StarBucks

26. FACEBOOK – POST HIGHLIGHTS
QUANTITATIVE ANALYSIS
Posts are not made on a daily basis; it can be
1 POST IN 4 DAYS or A WEEK or 15 DAYS
depending quality of the story

27. FACEBOOK – POST HIGHLIGHTS
QUALITATIVE ANALYSIS
SHOW BEHIND THE SCENES INFORMATION
Customers don’t always know what’s going on within the Starbucks
corporation, but they are interested. Being able to tell a good
story Always Helps When It Comes To Fan Engagement

28. FACEBOOK – POST HIGHLIGHTS
QUALITATIVE ANALYSIS
LET CUSTOMERS IN ON DEALS
When Starbucks runs a Specials on Drinks, gives away
products, or offers discounts, it informs its fans
Starbucks Frappuccino Happy Hour campaign (Earlier
this May) alerted fans of the time of day they could
pick some up, as well as the number to text so they’d
never miss one
ENTICE CUSTOMERS WITH PRODUCT PHOTOS
Many of its status updates include Pictures of Its
Products to get the fans’ mouths watering and
craving its coffee

29. TWITTER

30. TWITTER – HANDLE HIGHLIGHTS
NAME – BIO – DISPLAY PICTURE
Name:
Bio:
Display Picture:

31. TWITTER – HANDLE HIGHLIGHTS
GROWTH STORY
Week Start Date End Date Followers Weekly Tweets
Wk1 18-Jun-12 24-Jun-12 2609347 78
Wk2 25-Jun-12 01-Jul-12 2632647 140
Wk3 02-Jul-12 08-Jul-12 2654463 135
Wk4 09-Jul-12 15-Jul-12 2678466 111
Wk5 16-Jul-12 22-Jul-12 2702126 60
Followers’ Growth
On an Average,
26143 @StarBucks increases
26000
its Followers at the
24003 rate of 1% Per Week
24000 23660
23300
21816
22000
20000
Week 1 Week 2 Week 3 Week 4 Week 5

32. TWITTER – TWEET HIGHLIGHTS
QUANTITATIVE ANALYSIS
Week Start Date End Date Tweets Re-Tweets Replies
Wk1 18-Jun-12 24-Jun-12 78 1 73
Wk2 25-Jun-12 01-Jul-12 140 8 123
Wk3 02-Jul-12 08-Jul-12 135 3 127
Wk4 09-Jul-12 15-Jul-12 111 1 105
Wk5 16-Jul-12 22-Jul-12 60 1 55
Replies Percentage
94% 94% 95%
On an Average,
100% 92%
88% @StarBucks replies to
92 TWEETS / 100
75%
TWEETS made by their
customers
50%
25%
0%
Week 1 Week 2 Week 3 Week 4 Week 5

33. TWITTER – TWEET HIGHLIGHTS
QUALITATIVE ANALYSIS
SATISFYING DISGRUNTLED CUSTOMERS
Most of the tweets on the StarBucks’
twitter page are Directed At Users
Many of its tweets start with “Sorry About
That!” or “Sorry To Hear!,” offering
dismayed customers solutions to their
problems
BRINGING THE IN-STORE EXPERIENCE TO TWITTER
StarBucks treats its fans & followers like their own friends,
To Transfer In-Store Experience to The Online Realm,
prompting them to send in pictures with their favourite
drink or asking how they spent Valentine’s Day

35. FACEBOOK

36. FACEBOOK – PAGE HIGHLIGHTS
NAME - ABOUT – BASIC INFO
Name: About:
Basic Info:

37. FACEBOOK – PAGE HIGHLIGHTS
PAGE PERFORMANCE
Week Start Date End Date Fans Average PTAT / Day
Wk1 18-Jun-12 24-Jun-12 2575341 53115
Wk2 25-Jun-12 01-Jul-12 2594299 50453
Wk3 02-Jul-12 08-Jul-12 2613777 45203
Wk4 09-Jul-12 15-Jul-12 2632588 44307
Wk5 16-Jul-12 22-Jul-12 2653283 50931
Fans’ Growth
21000 20695 On an average,
15000-to-20000
19478
18958 18811 People LIKE the
19000
‘IMDb’ Facebook
16780 Page every Week
17000
15000
Week 1 Week 2 Week 3 Week 4 Week 5

38. FACEBOOK – PAGE HIGHLIGHTS
TIMELINE FEATURES
Cover Photos
Uses only one FACEBOOK COVER PHOTO which is a COLLAGE OF CELEBRITIES

39. FACEBOOK – POST HIGHLIGHTS
QUANTITATIVE ANALYSIS
Posts / Day 5
Likes / Post 230
Shares / Post 25
Comments / Post 65

40. FACEBOOK – POST HIGHLIGHTS
QUALITATIVE ANALYSIS
The Objective of the IMDb Facebook page
is to Drive Traffic Back To Its Website
Only LINKS ARE POSTED on the Facebook
Page of IMDb which leads back to its
official website

41. TWITTER

42. TWITTER – HANDLE HIGHLIGHTS
NAME – BIO – DISPLAY PICTURE
Name:
Bio:
Display Picture:

43. TWITTER – HANDLE HIGHLIGHTS
GROWTH STORY
Week Start Date End Date Followers Weekly Increase Weekly Tweets
Wk1 18-Jun-12 24-Jun-12 504099 4679 30
Wk2 25-Jun-12 01-Jul-12 509154 5055 38
Wk3 02-Jul-12 08-Jul-12 514497 5343 34
Wk4 09-Jul-12 15-Jul-12 519186 4689 94
Wk5 16-Jul-12 22-Jul-12 523719 4533 15
Followers’ Growth
On an Average, @IMDb
5343
increases its Followers
5400
at the rate of 1% Per
5055 Week
5000
4679 4689
4600 4533
4200
Week 1 Week 2 Week 3 Week 4 Week 5

44. TWITTER – TWEET HIGHLIGHTS
QUANTITATIVE ANALYSIS
Week Start Date End Date Tweets Re-Tweets Replies
Wk1 18-Jun-12 24-Jun-12 30 3 0
Wk2 25-Jun-12 01-Jul-12 38 4 0
Wk3 02-Jul-12 08-Jul-12 34 2 0
Wk4 09-Jul-12 15-Jul-12 94 58 0
Wk5 16-Jul-12 22-Jul-12 15 0 0
Re-Tweet Percentage
62% On an Average, @IMDb
60% makes 18 RE-TWEETS
/ 100 ORIGINAL
40% TWEETS
20%
10% 11%
6%
0%
0%
Week 1 Week 2 Week 3 Week 4 Week 5

45. TWITTER – TWEET HIGHLIGHTS
QUALITATIVE ANALYSIS
IMDb’s Twitter Handle has Established Its Own Hashtags which it uses regularly
as per the story along with the Story Link which leads back to the website
#BornToday
#BoxOffice
#NewTrailer
#TrulyTrivial

47. FACEBOOK

48. FACEBOOK – PAGE HIGHLIGHTS
NAME - ABOUT – BASIC INFO
Name: About:
Basic Info:

49. FACEBOOK – PAGE HIGHLIGHTS
GROWTH STORY
Week Start Date End Date Fans Average PTAT / Day
Wk1 18-Jun-12 24-Jun-12 101932 5539
Wk2 25-Jun-12 01-Jul-12 103163 5587
Wk3 02-Jul-12 08-Jul-12 104293 8187
Wk4 09-Jul-12 15-Jul-12 105524 7503
Wk5 16-Jul-12 22-Jul-12 106754 8134
Fans’ Growth
On an average, 1200-
1400 1380 to-1300 People LIKE
the ‘The Hollywood
1300 Reporter’ Facebook
1231 1231 1230 Page every Week
1200
1130
1100
Week 1 Week 2 Week 3 Week 4 Week 5

50. FACEBOOK – PAGE HIGHLIGHTS
TIMELINE FEATURES
Cover Photos
Uses the WEEKLY MAIN STORY of its magazine as its FACEBOOK COVER PHOTO

51. FACEBOOK – PAGE HIGHLIGHTS
TIMELINE FEATURES
Cover Photos

52. FACEBOOK – PAGE HIGHLIGHTS
TIMELINE FEATURES
Cover Photos

53. FACEBOOK – PAGE HIGHLIGHTS
TABS
Comprises of instructions to download the THR Mobile APP
Comprises of instructions to subscribe for the Daily Newsletters
Comprises of THR Exclusive Videos

54. FACEBOOK – POST HIGHLIGHTS
QUANTITATIVE ANALYSIS
Posts / Day 40
Likes / Post 26
Shares / Post 4
Comments / Post 2

55. FACEBOOK – POST HIGHLIGHTS
QUALITATIVE ANALYSIS
The Primary Objective of THR Facebook Page
is to Position itself as the only Destination
For All The Latest Hollywood News &
Updates
Only Links are Posted on the Facebook Page
of THR which leads to its Social Reader App

56. FACEBOOK – POST HIGHLIGHTS
QUALITATIVE ANALYSIS
All THR Posts lead to its SOCIAL READER APP:

57. TWITTER

58. TWITTER – HANDLE HIGHLIGHTS
NAME – BIO – DISPLAY PICTURE
Name:
Bio:
Display Picture:

59. TWITTER – HANDLE HIGHLIGHTS
GROWTH STORY
Week Start Date End Date Followers Weekly Increase Weekly Tweets
Wk1 18-Jun-12 24-Jun-12 301034 4257 509
Wk2 25-Jun-12 01-Jul-12 305919 4885 515
Wk3 02-Jul-12 08-Jul-12 310151 4232 402
Wk4 09-Jul-12 15-Jul-12 314651 4500 623
Wk5 16-Jul-12 22-Jul-12 319262 4611 570
Followers’ Growth
On an Average, @THR
4885 increases its Followers
4900
at the rate of 1% Per
4611 Week
4600 4500
4300 4257 4232
4000
Week 1 Week 2 Week 3 Week 4 Week 5

60. TWITTER – TWEET HIGHLIGHTS
QUANTITATIVE ANALYSIS
Week Start Date End Date Tweets Re-Tweets Replies
Wk1 18-Jun-12 24-Jun-12 509 70 3
Wk2 25-Jun-12 01-Jul-12 515 87 4
Wk3 02-Jul-12 08-Jul-12 402 72 3
Wk4 09-Jul-12 15-Jul-12 623 147 2
Wk5 16-Jul-12 22-Jul-12 570 122 3
Re-Tweet Percentage
30%
On an Average, @THR
makes 19 RE-TWEETS
24%
21% / 100 ORIGINAL
20% 17% 18% TWEETS
14%
10%
0%
Week 1 Week 2 Week 3 Week 4 Week 5

61. TWITTER – TWEET HIGHLIGHTS
QUALITATIVE ANALYSIS
THR’s Twitter Handle Only Tweets Links Of All Its Stories That Are Posted
On Its Official Website, along with the H/L of those stories which is same
as the ones carried on their website

63. FACEBOOK

64. FACEBOOK – PAGE HIGHLIGHTS
NAME - ABOUT – BASIC INFO
Name: About:
Basic Info:

65. FACEBOOK – PAGE HIGHLIGHTS
GROWTH STORY
Week Start Date End Date Fans Average PTAT / Day
Wk1 18-Jun-12 24-Jun-12 1218055 11656
Wk2 25-Jun-12 01-Jul-12 1297265 11260
Wk3 02-Jul-12 08-Jul-12 1319340 12608
Wk4 09-Jul-12 15-Jul-12 1325301 13081
Wk5 16-Jul-12 22-Jul-12 1329730 17589
Fans’ Growth
84000 79210 On an average, 4000-
to-6000 People LIKE
64000 the ‘Airtel India’
Facebook Page every
44000 Week
22075
24000
5652 5961 4429
4000
Week 1 Week 2 Week 3 Week 4 Week 5

66. FACEBOOK – PAGE HIGHLIGHTS
TIMELINE FEATURES
Cover Photos
Uses the GENERIC TACTICAL BRAND CAMPAIGNS as its FACEBOOK COVER PHOTO

67. FACEBOOK – PAGE HIGHLIGHTS
TIMELINE FEATURES
Cover Photos

68. FACEBOOK – PAGE HIGHLIGHTS
TABS
A contest that aims to build the WORLD’s BIGGEST FRIENDSHIP
BAND. Participants need to add as many friends as they can, the
more friends you add the greater chances of winning a ROAD
TRIP IN SPAIN
One stop destination for mobile handsets, Digital TV and
Broadband Connections

69. FACEBOOK – POST HIGHLIGHTS
QUANTITATIVE ANALYSIS
Posts / Day 6
Likes / Post 176
Shares / Post 6
Comments / Post 21

70. FACEBOOK – POST HIGHLIGHTS
QUALITATIVE ANALYSIS
All the Posts made on the Airtel’s Facebook are directed towards only
Promoting ALL Its Products & New Releases

71. TWITTER

72. TWITTER – HANDLE HIGHLIGHTS
NAME – BIO – DISPLAY PICTURE
Name:
Bio:
Display Picture:

73. TWITTER – HANDLE HIGHLIGHTS
GROWTH STORY
Week Start Date End Date Followers Weekly Tweets
Wk1 18-Jun-12 24-Jun-12 20162 1841
Wk2 25-Jun-12 01-Jul-12 20356 1631
Wk3 02-Jul-12 08-Jul-12 20556 1707
Wk4 09-Jul-12 15-Jul-12 20751 1569
Wk5 16-Jul-12 22-Jul-12 20997 1585
Followers’ Growth
On an Average,
260 255 @Airtel_Presence
246 increases its Followers
240 at the rate of 1% Per
Week
220
200
200 194 195
180
Week 1 Week 2 Week 3 Week 4 Week 5

74. TWITTER – TWEET HIGHLIGHTS
QUANTITATIVE ANALYSIS
Week Start Date End Date Tweets Re-Tweets Replies
Wk1 18-Jun-12 24-Jun-12 1841 0 1794
Wk2 25-Jun-12 01-Jul-12 1631 4 1574
Wk3 02-Jul-12 08-Jul-12 1707 0 1673
Wk4 09-Jul-12 15-Jul-12 1569 0 1522
Wk5 16-Jul-12 22-Jul-12 1585 4 1542
Replies Percentage
97% 97% 98% 97% 97% On an Average,
90% @Airtel_Presence
replies to 97 TWEETS /
100 TWEETS made by
60% their customers
30%
0%
Week 1 Week 2 Week 3 Week 4 Week 5

75. TWITTER – TWEET HIGHLIGHTS
QUALITATIVE ANALYSIS
Airtel uses its Twitter Handle only
to Keep A Track Of All Its
Dissatisfied Customers,
resolving their issues and
eventually ensuring that their
problems are solved

76. THANK YOU
Praneeth Marisa
@The_Devante
http://in.linkedin.com/in/praneethmarisa