Any brand that is active online can tell you that managing a social presence isn’t easy, but some companies are leading the way in their industry; maintaining closer connections with their customers, solving customer service issues quickly and amplifying their marketing efforts. Alterian analyzed 12 brands in 6 industries to determine which brands are the most engaged with their customers on social media. Our analysis included a head-to-head comparison of the following brands: • Time Warner Cable • Comcast Cable • Bank of America • Citi • Delta Airlines • American Airlines • ATT Wireless • Verizon Wireless • Microsoft Xbox • Sony Playstation • Dell • HP

1. Social Media Report Cards:
Measuring Brand Engagement
Presented By: Jim Reynolds
Strategic Account Manager – SM2
@jimmyrey

2. Search Setup In Alterian SM2
Date Range(s): 1/1/2011 – 6/16/2011
Exclusions: All sources except for microblogs
Locations / Languages: All Countries & All Languages

3. Daily Volume – All Brands
Analysis
• Total of 348k social
media mentions.
• Largest volume of
conversation was a
contest from
American Airlines
• Conversation
follows an weekly
pattern with dips in
volume on
weekends

4. Share of Voice Trend – Brand vs. Audience
4500
Brand
4000
Customer
49%
3500
51%
3000
2500
2000
1500
1000
500
0
Analysis
• During the first half of the year, the majority of the conversation is brand‐
driven.
• An major contest from AA helped transition the conversation towards being
more consumer driven.

5. Consumer Demographics
Rank - 10
Rank - 9
Male
Rank - 8
Female
Rank - 7
Rank - 6
18%
Rank - 5
Rank - 4
Rank - 3 82%
Rank - 2
Rank - 1
Rank - 0
0 10000 20000 30000 40000 50000 60000 70000
Analysis
• Majority of audience using twitter/microblogs for assistance do not have a
lot of reach
• Mid level reach (3‐6) is larger than most data samples
• Audience that uses microblogs for assistance is predominately male

6. Brand Deep Dive

7. Methodology and Ranking
Volume Time To Respond
• Number of consumer-driven • Sample questions sent via twitter to
posts all brands in given segment (airlines,
• Total posts minus Brand computers..etc.)
Posts originated from • Time recorded in minutes to
official twitter handles. respond
• Scored by ranking 1-12 • Scored by ranking 1-12
• Dell & Time Warner both saw pattern from Alterian survey team
and reached out directly. This may have effected response times
Sentiment (Favorability) Respondents
• Total Graded consumer-driven • Total number of members who sent
posts divided by positive + tweets divided by responded tweets
neutral posts • Scored by ranking 0 – 9
• Scored by ranking 1-12

8. Airlines– American Airlines vs. Delta
Volume of Consumer Time to Respond (minutes)
25 Delta, 23.37
Conversations
20
American,
American 15 13.66
Delta 41%
59% 10
100% 89%
5 Response Response
0
Sentiment
Delta, 77.23%
American,
95.88%

9. Airlines– American Airlines vs. Delta
Head of the Class:

10. Financial– Bank of America vs. Citi
Time to Respond (minutes)
Volume of Consumer 18
Conversations 17.5
BoA, 17.44
Citi 17
20%
16.5
16 Citi, 15.77
BoA 15.5
80% 100% 100%
15
Response Response
14.5
Sentiment
BoA, 75.54%
Citi, 79.45%

11. Financial– Bank of America vs. Citi
Head of the Class:

12. Consumer Electronics– Microsoft Xbox vs. Sony Playstation
Volume of Consumer Playstation Time to Respond (minutes)
5% Playstation,
Conversations 8
7
7
6
5
Xbox, 4
4
3
Xbox
95% 2
100% 11%
Response Response
1
0
Sentiment
Xbox, 82.48%
Playstation,
79.47%

13. Consumer Electronics– Microsoft Xbox vs. Sony Playstation
Head of the Class:

14. Consumer Electronics – Dell vs. HP
Volume of Consumer Time to Respond (minutes)
Conversations 180
Dell, 161.6
160
HP 140
24% 120
100
80
Dell 83% 0%
60
76% Response
Response
40
20
HP, 0
0
Sentiment
Dell, 80.87%
HP, 69.74%

15. Consumer Electronics – Dell vs. HP
Head of the Class:

16. Mobile Service Providers – ATT vs. Verizon
Volume of Consumer Time to Respond (minutes)
VZW,
Conversations 200 187.44
150
ATT
39%
100
VZW
61% 100% 100%
Response Response
50
ATT, 16.11
0
Sentiment
ATT, 76.39%
VZW, 76.24%

17. Mobile Service Providers – ATT vs. Verizon
Head of the Class:

18. Cable Service Providers – Comcast vs. Time Warner
Volume of Consumer Time to Respond (minutes)
Conversations 13.5 Comcast,
13
13
Time 12.5
Warner
Time
38% 12 Warner,
Comcast
11.5
62% 11.5
11 100% 100%
Response Response
10.5
Sentiment
Time Warner,
75.25%
Comcast,
73.92%

19. Cable Service Providers – Comcast vs. Time Warner
Head of the Class:

20. RANKING

21. Final Score Card
HP
Microsoft
BoA 1 (XBOX) 44 45
VZW 2 American Airlines 38 45
3 Delta 30 45
Dell Time Warner
3 Cable 30 45
ATT
3 Comcast 30 45
Sony (Ask
Citi
6 PlayStation) 27 45
Sony 7 Citi 26 45
Comcast 8 ATT 25 45
9 Dell 24 45
Time Warner
10 VZW 23 45
Delta
10 Bank of America 23 45
American
12 HP 3 45
Microsoft
0 5 10 15 20 25 30 35 40 45 50

22. Final Score Card
Volume Sentiment TTR
Airlines
American 9763 95.88% 13.66 100%9 of 9
Delta 14311 77.23% 23.37 89%8 of 9
Averages 12037 86.55% 18.515
Banks
BoA 5371 75.54% 17.44 100%9 of 9
Citi 1319 79.45% 15.77 100%9 of 9
Averages 3345 77.49% 16.605
Gaming
Xbox 102969 82.48% 4 100%9 of 9
Playstation 5933 79.47% 7 11%1 of 9
Averages 54451 80.98% 5.5
Computers
Dell 3731 80.87% 161.6 83%5 of 6
HP 1202 69.74% DNR 0%0 of 6
Averages 2466.5 75.31% 161.6
Mobile
ATT 4807 76.39% 16.11 100%9 of 9
VZW 7491 76.24% 187.44 100%9 of 9
Averages 6149 76.32% 101.775
Cable
Time Warner 7548 75.25% 11.5 100%8 of 8
Comcast 12174 73.92% 13 100%7 of 7
Averages 9861 74.59% 12.25

23. THANK YOU!
Please contact us with any questions
Jim Reynolds: jim.reynolds@alterian.com
@jimmyrey
UK/EU: +44 (0) 117 970 3200 | US: +1 312 704 1700 | Asia/Pac: +61 (2) 9968 2449
Web: www.alterian.com | Blog: www.engagingtimes.com | Twitter: @Alterian
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