Social Media Shakedown of Top Brands in June 2014

TOP US BRANDS
ON SOCIAL MEDIA
JUNE 2014

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With the recently concluded FIFA World Cup 2014, the importance of social
media as a channel of communication has been highlighted more than ever.
FIFA sponsors like Nike and Allstate who leveraged the global sports event in
their content received great engagement. Other brands like YES Network, Royal
Caribbean Cruises and Walking Dead chose to focus on brand related content
for the most part, while brands like PetFlow – Pet Delivery, Miller Lite and
Chevrolet wove their brand related content and non brand related content
together for a broader content strategy.
In this report, Unmetric takes a look at how the social media efforts of each of
these brands paid off, while also offering insights from the best of these
sectors.
All data and insights were gathered from the month of June. Look out for July’s
report in early August.

All images in this report are hyperlinked to
their original post but if you want to find out in
detail what brands did to meet their business
objectives, grab your free Unmetric trial here.

All data for the time period: June 1st – 30th, 2014
Uncovering the best of Retail Chain sector
With a growth rate of 26%,
PetFlow - Pet Food Delivery
enjoyed the highest Fan
Growth Rate among top 5
Retail Chain Pages.
Among all Retail Chains Pages,
The Home Depot was engaging
best with its Fans.
Among the top 5 Retail Chain
Pages, on an average, 10% of
content posted by admins was
“brand related”.
Sears Optical grew its fan-base
faster than all other Retail
Chains Pages.
17,050 new Posts were written
across ‘walls’ of the top 5 Retail
Chain. That’s an average of
113.7 Posts per day - per wall!
The average Retail Chains Page
added 16,995 Fans in the last
month.
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Uncovering the best of Television sector
Among the top 5 Television
Pages, House was engaging
best with their Fans.
Among all Television Pages,
True Detective was engaging
best with its Fans.
The Strain grew its fan-base faster
than all other Television Pages.
With a growth rate of 1.5%, The
Walking Dead enjoyed the
highest Fan Growth Rate
among the Top 5 Television
Pages.
The average Television Page
added 42,355 Fans in June.
3,620 new Posts were written
across the walls of the top 5
Television Pages. That’s an
average of 24.1 Posts per day -
per wall!

Understanding
Selected
Top Brands

It has already been established that pets promise engagement on social media.
PetFlow proves that this continues to hold true. The brand had a growth rate (26.0%)
that was 20 times higher than the average Retail Chains Facebook Page (1.3%).
PetFlow - Pet Food Delivery

The popular show added 439,614 new fans in June, which was at a higher growth
rate (1.5%) than the average Television Page (1.0%). The majority of these fans are
from the US although a fair portion of fans are from across the world.
The Walking Dead
1
2
1
2

Uncovering the best of Alcohol sector
The average Alcohol Brand
added 654 Followers in June.
@Newcastle grew its follower-
base faster than all other
Alcohol Brands.
Among all Alcohol brands,
@Keystone_Beer Replies slowest to
their Customers' Tweets.
Among all Alcohol
brands, @bowmore1779
Replies fastest to their
Customers' Tweets.
Among the top 10 Alcohol
brands, @Budweiser Retweets
the most - 62% of their Tweets
are Retweets.
With a growth rate
of 194%, @Newcastle enjoyed
the highest Follower Growth
Rate among the top 10
Alcoholic brands.

Uncovering the best of Retail sector
The average Retail brand page
added 2,708 Followers in the
last month.
@arccosgolf grew its follower-
base faster than all other
Retail IDs from North America.
Among all Retail brands,
@KSWISS_SPORT Replies slowest
to their Customers' Tweets.
Among all Retail Twitter
IDs,@VeraWangGang
Replies fastest to their
Customers' Tweets.
There were 9,897 Tweets from
the top 10 Retail brands. That’s
an average of 33 Tweets per day
- per ID.
Of all Tweets across the top 10
Retail brands, 4.7% were
Retweets and 87% were
Replies.

SO
Understanding
Selected
Top Brands

Miller Lite got social with its hashtag #ItsMillerTime. With just 9 tweets, the brand got
its Twitter community to use the hashtag over 127,000 times.
Miller Lite - #ItsMillerTime
Thanks to the successful
hashtag, the brand’s
Engagement Score* was
10 times that of the
sector. Miller Lite was
also able to add new
followers at a rate of 35%
while the rest of the
sector grew at a much
slower 5%.
*See appendix to understand how Engagement Scores are calculated.

What performed best for Nike Soccer was their #RiskEverything campaign. This post
received the most Favorites and Retweets.
Nike Soccer - Risk Everything
Capitalizing on the World Cup
was an obvious success for Nike
Soccer. The brand received the
highest Engagement Score*
amongst the top 10 brands of
the Retail Sector.

Uncovering the best of Insurance sector
With a growth rate
of 74%, Allianz grew its View
Count faster than all
other Insurance brands.
Allianz grew its Subscriber Base
faster than all other Insurance
brands.
The average Insurance YouTube
Channel added 73,035 Views in the
last month.
The average Insurance YouTube
Channel added 89 Subscribers
in the last month.
The average length of a Video
of Insurance YouTube
Channels is 3mins, 38secs

Uncovering the best of Retail Chain sector
With a growth rate
of 101%, Price Chopper grew its
View Count faster than all
other Retail Chains brands.
Sleep Number grew its
Subscriber Base faster than all
other Retail Chains brands.
The average Retail Chains YouTube
Channel added 175,065 Views in
the last month.
The average Retail Chains
YouTube Channel added 321
Subscribers in the last month.
The average length of a Video
of Retail Chains YouTube
Channels is 3mins, 28secs.

Allstate Insurance uploaded the most videos in June. While the average brand from
the sector uploaded only 7 videos, Allstate uploaded 66. Football themed videos
gained the most views.
Allstate Insurance – Uploads

Sleep Number, the smart mattress chain, had a higher growth rate (59.0%) than the
average Retail Chains’ YouTube channel from North America (3.3%). The brand’s
videos views growth rate was 15x that of the sector average.
Sleep Number – Growth

Uncovering the best of the Restaurant sector
Noodles & Company grew its
follower-base faster than all
other Restaurant brands.
With 99 Posts, Shakeshack
published the most number of
media among all Restaurant
brands.
On an average, the brands
in Restaurant Sector,
posted 64 Videos and 1,574
Images.
Among the media posted by
brands in Restaurant Sector,
the Engagement Score of
videos (893) was better than
that of photos (887).
Among all the photo Posts
by Restaurant Sector brands,
the Lo-fi filter type was used the
most.
by Restaurant Sector brands,
the Hudson filter type had the
best engagement.
All data for the time period: June 1st – 30th , 2014

Uncovering the best of Telecom sector
Telstra grew its follower-base
faster than all other Telecom
Services brands.
With 103 Posts, Time Warner
Cable published the most
number of media among
all Telecom Services brands.
On an average, the brands in the
Telecom Services sector
posted 65 Videos and 376 Images.
Among the media posted by
brands in Telecom Services
Sector, the Engagement Score
of photo posts (559) was better
than that of video posts (519).
by Telecom Services brands,
the Valencia filter type was
used the most.
by Telecom Services brands,
the Stinson filter type had the
best engagement.

All data for the time period: April 1st – 30th, 2014
Understanding
Selected
Top Brands

The QSR brand post 29 times in June and the brand’s #yum was the most engaging
hashtag of the sector. Other than engaging well above sector average, the brand
also experienced the second highest follower growth rate of 17%.
Krispy Kreme - #yum
This photo garnered the
highest Engagement
Score* of 995, which is
higher than the
Engagement Score of
the brand (928), and of
the average Restaurant
and Café Instagram
Account (763).

YES Network posted 83 times in the month of June and garnered the second highest
Engagement Score of 674. With just 14 posts, Telstra received the highest
Engagement Score of 997.
YES Network - Likes and Comments
The telecom brand
received the most
Likes and Comments
in the month.

Uncovering the best of Auto sector
Chevrolet enjoyed the highest
Follower Growth Rate among
the top 5 Automotive brands.
Turtle Wax grew its follower-
base fastest among all other
Automotive brands.
The average Automotive brand
added 72 followers in June. JEGS
Performance added the highest
number of Followers.
With a growth rate of 3.6%,
Chevrolet added Pins at the
highest rate among the top 5
Automotive brands.
The average Automotive brand
added 11 pins June. Turtle Wax
added the highest number of
Pins.
The top 5 Automotive brands
added a total of 494 Followers
in June.

With a growth rate of 6.5%,
Royal Caribbean International
enjoyed the highest Follower
Growth Rate among the top 5
hospitality brands.
Four Seasons Hotels and
Resorts added Pins at the
highest rate among the top 5
hospitality brands.
With a growth rate of 18%, Sea
Island has added pins at a faster
rate than all other Hospitality
brands.
The average Hospitality brand
added 29 pins in June.
Gansevoort Hotel Group added
the highest number of pins.
The top 5 hospitality brands
added a total of 1,629 new
Followers in June.
Uncovering the best of Hospitality sector
The top 5 hospitality brands
added a total of 313 Pins in
June.

The auto giant lets its social side shine on Pinterest with boards like ‘Chevy Memes’
and ‘Family Fun’. However it was their ‘Design’ board, which highlights Chevy
vehicles, which added the highest number of Subscribers last month, and had the
most number of re-pins.
Chevrolet
In June, Chevrolet
had a Growth Rate
which was 3.6 times
higher than the
average Automotive
Pinterest Account.

The cruise line’s Caribbean themed board ‘Love from the Caribbean’ had the most
number of Pins and the highest ratio of Re-pins to Pins in June.
Royal Caribbean International
*Owned boards are boards where only the brand has permission to upload pins
With 6,990 Re-pins in the
last month on its owned
Boards, Royal Caribbean
International had a
Growth Rate (17%) that
was 5 times higher than
the average Hospitality
Pinterest Account (3.1%)

The Unmetric Score has two components - the Audience Strength and the
Engagement Score. The Audience strength represents the size (share of
market, presence) of the brand within the social network, and the
Engagement score represents the brand’s engagement with customers
(interaction, velocity). These components are built from a number of
underlying metrics including (but not limited to) Total Fans, People Talking
About, Engagement of brand, Sentiment of posts, Number of Admin Posts,
Fan Growth rate for Facebook. These metrics are run through a number of
statistical filters (normalizing across the sector, normalizing variances
between metrics, outlier filtering, weighted averaging etc) to produce a
single benchmarkable score.
The number is normalized to give brands a score between 0 and 100.
Hypothetically, the best performing brand within the sector is assigned a
score of 100. All other brands within the sector are scored relative to this.
The scores are unique to each sector and cannot be compared. A score of
80 in the Aviation industry is different from a score of 80 in the Banking
industry.
Unmetric Score

Formula
Facebook Engagement Score Formula
( No. of Likes + x × No. of Comments + y × No. of Shares ) × 10000
____________________________________________________________
Audience Reception Rate
Twitter Engagement Score Formula
( No. of Favorites + x × No. of Replies + y × No. of Retweets ) × 10000
____________________________________________________________
LinkedIn Engagement Score Formula
( No. of Likes + x × No. of Comments ) × 10000
____________________________________________________________
Engagement is the measure of audience responses to a brand's content and
activity on a social network.
To calculate the engagement score, we weigh audience interactions on brand
content such as Likes, Comments, Shares or Favorites, Replies and Retweets
based on their importance. We then divide their weighted sum by our
estimate of the number of brand fans and followers who actively receive and
view such content.
Engagement Score
The default Unmetric values for x and y are 5 and 10
respectively.

The Audience Reception Rate (ARR) is the Unmetric estimate of the
number of brand fans/followers who stand to actively receive and
view a brand's content.. The formula you see below calculates the
Audience Reception Rate as a function of the number of brand
fans/followers raised to a fixed power value of 0.8.
Audience Reception Rate = (Fans or Followers) 0.8
Engagement ScoreAudience Reception Rate

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Social Media Shakedown of Top Brands in June 2014

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Social Media Shakedown of Top Brands in June 2014