Social Media Shakedown of Top Brands in May 2014

TOP US BRANDS
ON SOCIAL MEDIA
MAY 2014

About Unmetric
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It would be a fallacy to say that social media’s job is limited to one particular
role. The truth is social media can help a brand achieve a wide range of
objectives, it just needs to be leveraged with clear goals. This report brings
together a wide variety of brands from across sectors that are looking beyond
the obvious to make their social media efforts work harder to achieve more.
Whether it’s a LG launching a new flagship smartphone, Alaska Airlines
reminding people of its roots with localized content or instructional videos on
product usage from Loctite, you’ll find 10 great examples of how brands are
using social media as part of their business objectives.
In addition to these business objectives, you’ll find insights from different
sectors to keep you on top of the best that brands are doing social media.
All data and insights were gathered from the month of May. Look out for June’s
report in early July.

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: May 1st – 31st, 2014
Uncovering the best of the banking sector
Among the top 15 banking
brands, on an average, 84% of
content posted by admins was
“brand related”.
brands, Prudential was
engaging best with their fans.
Among all Banking & Finance
brands, Chase Community Giving
talked the most about themselves
With a growth rate of 35%,
Western Union enjoyed the
highest fan growth rate among
the top 15 auto brands.
4,019 new posts were written on
the walls of the top 15 banking
brands. That’s an average
of 8.6 posts per day - per wall!
brands, Visa (United
States) posted the most “non
brand related” content on their
wall.
To discover more insights like these, send us an email and
we’ll get you started on a free trial of Unmetric.

Uncovering the best of the mobiles sector
32% of the time, Mobiles &
Handhelds brands talked about
themselves
Huawei Device grew its fan-
base faster than all other
Mobiles & Handhelds brands
With a growth rate of 6.3%,
Windows Phone had the highest
fan growth rate among the top 15
Mobiles & Handhelds brands.
Among the 15 Mobiles &
Handhelds brands, BlackBerry
talked the least about
themselves
Among all the Mobiles &
Handhelds brands, Motorola
(United States) talked the most
among themselves
Among the top 15 Mobiles &
Handhelds brands, on an
average, 53% of content posted
by admins was ‘brand related’

Understanding
Selected
Top Brands

Among the top Banking and Finance brands in North America, Prudential leads on
fan engagement with an average engagement score of 1,000, which is more than 3
times the sector average of 302.
Prudential Leads on Fan Engagement
See appendix on how engagement scores are calculated.

LG Mobile’s #LGG3 campaign for the launch of its G3 model was the most engaging
out of the two campaigns that LG Mobile ran in May. The #LGG3 campaign garnered
an average engagement score of 502 against 15 admin posts.
LG Mobile - #LGG3 Campaign
See appendix on how engagement scores are calculated.
1
2
1
2

Uncovering the best of the telecom sector
Of all the tweets from telecom
brands, 97% were replies and
2.5% were proactive tweets.
It takes an average of 4 hours
for a telecom company to reply
to a tweet.
The average telecom brand saw an
engagement score of 78 but Dish
got an engagement score of 427.
Verizon has one of the fastest
response times in the telecom
sector at 14 minutes per tweet.
The average telecom brand
grew its follower base by 2.2%,
AT&T’s Uverse grew at 21.6%.
The top 15 brands sent over
75,000 tweets in May, AT&T
accounted for over 37% of
those tweets.

Uncovering the best of the aviation sector
Taking just 9mins, on average,
@DeltaAssist replies fastest to
customers' Tweets.
Of all Tweets across the
aviation sector, 99% were
Replies and just under 1% were
proactive.
The average aviation brand grew
its follower base by 2.1% but
Lufthansa USA grew by 4.74%.
The average aviation brand
takes 1 hour to reply to a
customer tweet.
The average engagement score
in the aviation sector was 114
but Alaska Airlines scored 165.
The average follower to
followee percentage was 4.8%.

SO
Understanding
Selected
Top Brands

Alaska Airlines bucked the sector trend when it came to engagement on Twitter,
with the 30 day average almost twice the sector average by the end of the month.
Alaska Airlines Sees Engagement Soar
Date Range: 1st – 31st May, 2014
Tweets like this resonated
well with the community
and helped Alaska Airlines
be the most engaging
airline in the US in May.

AT&T’s customer care Twitter account actually responded to more tweets than there
were mentions as its team seeked out people having problems but weren’t directing
themselves to AT&T. 58% of tweets were replied to within 60 minutes.
AT&T Serious About Customer Care

Uncovering the best of the home care sector
The average Home Care
YouTube Channel from North
America added 117 subscribers
in May.
The Average length of a video
in the Home Care sector from
North America is 1min 49secs.
The Home Care sector from North
America saw a subscriber growth
of 5.1%, but Loctite grew faster
than the rest at 19.4% .
The Home Care sector from
North America saw a video
views growth of 12%, but
Locitite grew faster than the
rest at 49%.
Loctite has uploaded 8 videos,
the most amongst Brands in
the Home Care sector in May
2014.

The average Food & Beverage
brand added 946 subscribers
on YouTube in May.
The average length of a video in
the Food & Beverage sector
from North America is 2mins
30secs.
The Food & Beverage sector from
North America saw a views growth
rate of 7.3%, but JetBlue saw a view
growth rate of 19% higher than the
rest.
The average Food & Beverage
YouTube channel from North
America added 764,423 views
in May.
RedBull uploaded 61 videos,
the most in the Food &
Beverage sector in May.
Uncovering the best of the food & bev sector

Loctite posts instructional videos as well as commercials laced with humor to keep
people watching and coming back for more.
Loctite – Funny Videos Drive Views
Loctite has the most
average views per video.

Red Bull doesn’t have an attention problem with its fans; its videos are some of the
longest in the industry if not the longest of any brand. People will watch and share
the content if it holds their attention the entire time.
Red Bull Goes Long To Engage Audiences
The average length
of a video uploaded
by Red Bull is 4mins
33seconds. This
video is longer at
10mins 32secs.

Uncovering the best of the retail sector
Free People enjoyed the
highest Follower Growth Rate
among the Top 5 Retail brands.
lululemon added Pins at the
highest rate among the Top 5
Retail brands.
Adidas Gymnastics has added Pins
at a faster rate than all other Retail
brands.
Talbots Charm grew its
follower-base faster than all
other Retail brands.
The average Retail brand added
148 pins in the last month.
Farfetch added the highest
number of Pins.
The average Retail brand
added 627 followers in the last
month. JustFab added the
highest number of Followers.

All data for the time period: May1st – 31st, 2014
Tiffany & Co. enjoyed the
highest follower growth rate
among the Top 5 Luxury
brands.
The average Luxury brand
added 63 pins in the last
month. Kleinfeld Bridal added
the highest number of Pins.
Forevermark has added Pins at a
faster rate than all other Luxury
brands.
Tiffany & Co. added Pins at the
highest rate among the Top 5
Luxury brands.
Citizen Eco-Drive US grew its
follower-base faster than all
other Luxury brands.
The average Luxury brand
added 375 followers in the last
month. Kleinfeld Bridal added
the highest number of
Followers.
Uncovering the best of the luxury sector

By being consistent with its pinning, Free People experienced a higher pin growth
rate, and a higher follower growth rate than the average Retail brand on Pinterest.
Free People
*Owned boards are boards where only the brand has permission to upload pins
Free People’s repins
also had a higher
growth rate (11%)
than that of the
average Retail
Pinterest account
from North America
(3.9%)

Tory Burch added more pins that the average Luxury brand, with the majority of
these pins on their Spring-Summer2014 board.
Tory Burch
*Owned boards are boards where only the brand has permission to upload pins
All of the brand’s boards
were related in some
way to their products or
to the brand itself.
This content engaged
well with their audience
as the brand had a
higher repin growth rate
than the average Luxury
Pinterest account from
North America

Uncovering the best of the electronics sector
With a growth rate of
136%,Kinect for Xbox 360 grew
its follower-base faster than all
other Consumer Electronics
brands.
Nintendo enjoyed the highest
follower growth rate among
the Top 5 Consumer
Electronics.
Among all the photo posts Top 5
Consumer Electronics brands, the
Amaro filter type had the best
engagement.
With 31 posts, GoPro published
the most among the Top 5
Consumer Electronics brands.
Among the media posted by
brands in Consumer Electronics
Sector, the engagement score
of photo posts (950) was better
than that of video posts (803).
With 181 posts, Vic Firth
published the most number of
media among all Consumer
Electronics brands.

Uncovering the best of the auto sector
Porsche enjoyed the highest
Follower Growth Rate among
the Top 5 Automotive brands.
With 157 Posts, Mercedes-Benz
published the most among the
Top 5 Automotive brands.
With 170 Posts, Mercedes-Benz
USA published the most number
of media among all Automotive
brands.
Turtlewax grew its follower-
base faster than all other
Automotive brands.
brands in Automotive Sector,
the Engagement Score of photo
posts (854) was better than that
of video posts (758).
Among all the photo Posts by
the Top 5 Automotive brands,
the Valencia filter type had the
best engagement.

All data for the time period: April 1st – 30th, 2014
Uncovering the best of Instagram
Traveloregon grew its follower-
base faster than all other Travel &
Tourism brands
With 128 posts, Discover America
published the most number of
media among all Travel &
Tourism brands
On an average, the brands in Travel &
Tourism Sector from North America,
posted 45 videos and 886 images.
brands in Travel & Tourism Sector,
the engagement score of photo
posts was better than that of video
posts
With a growth rate
of 100%, Traveloregon enjoyed the
highest growth rate among the 15
brands in the Travel &
Tourism sector.
Among all the photo posts
by Travel & Tourism sector brands,
the Skyline filter type had the best
engagement.
To discover more insights like these, send us an email and we’ll
get you started on a free trial of Unmetric.
Understanding
Selected
Top Brands

GoPro highlighted their products with a ‘Photo of the Day’ campaign. The campaign
showcased user uploaded content that the brand reposted with the hashtag
#GoPro.
GoPro - #gopro
This photo garnered
our highest
engagement score of
1000, which is higher
than the engagement
score of the brand
(985), and of the
average Consumer
Electronics Instagram
Account (993).

Mercedez Benz encouraged fan engagement by reposting photos from fans and
tagging them with the #mbfanphoto hashtag. The 30 updates collectively garnered
an Engagement Score* of 914 which is higher than the average engagement of the
brand (882).
Mercedez Benz - #mbfanphoto
*Please see the Appendix to this report for a complete explanation of the
Engagement Score.
This post received
the highest
engagement of the
campaign, as well
as for the brand.

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 May 2014

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Social Media Shakedown of Top Brands in May 2014