Social Media Shakedown of Top Brands in November 2013

analyzed by

Social Media Shakedown of Top Brands in November 2013

The Unmetric Platform

Unmetric monitors over 10,000 brands

across 30 sectors and geographies.

We analyze data from:

Some of our clients across the globe:

SO

ANALYSIS OF

BRANDS ON FACEBOOK

Fans, Conversations, Engagement, Campaigns, etc...

9,980,197

6,637,150

4,105,475

2,282,361

1,590,696 1,568,937 1,562,244 1,497,333 1,458,267 1,264,443

-

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

Facebook Country

Outfitter

The Daily

Show

Christian

Louboutin

Knorr Viber Coca-Cola Playboy Walt Disney

Studios

Samsung

Mobile

November 2013

Brands that Gained the Most New Fans

Added more than 9.9 Million Fans

592%

499%

468%

359%

326%

271% 245%

191% 175% 171%

0%

100%

200%

300%

400%

500%

600%

700%

Philips TV DAVID SeedsONE Coconut

Water

ETS Global M&T Bank FLOWER

Beauty

Papa's Pilar Geometry

Global

American

Heritage

Chocolate

Personal

Creations

Brands with the Highest Fan Growth Rate

experienced an impressive fan growth rate of 592%

November 2013

Most Engaging Posts Across All Sectors

November 2013

Engagement Score: 9.149 Engagement Score: 8,168

Engagement Score: 6,838 Engagement Score: 6,438

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

November 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

November 2013

A Closer Look at Selected Top

Brands

Michael Kors – Content Strategy Michael Kors focused its Facebook content strategy on posting updates about its products and these

updates engaged well with its fans.

Michael Kors saw an average engagement score of 280, which is almost three times the

sector average of 100.

T-Mobile – #HintHint T-Mobile’s #HintHint campaign, which asks its fans to create and share their wish list for a

chance to win a $1,750 T-Mobile promotional card, engaged the best with its fans on Facebook in November.

The number of fans talking about the brand peaked when the posts about the #HintHint

campaign was posted.

As a result, T-Mobile garnered an overall average engagement score of 153, which is 4 times the

sector average of 38.

Aéropostale – #WishForIt Aéropostale asked its fans to use the hashtag #WishForIt to post what they are wishing for and the brand

granted one wish every day. These posts generated lots of buzz for the brand in November.

The #WishForIt related posts engaged better with an average engagement score of 134 against 36 posts, whereas the overall average engagement

score for the brand was just 106.

Aéropostale’s average engagement score in November was 106, which was more than 3 times the sector average of 33.

SO

ANALYSIS OF

BRANDS ON TWITTER

Followers, Customer Service Metrics, Campaigns, etc...

added 1.3 million new Followers on Twitter

November 2013

Brands that Gained the Most New Followers

1,307,997

1,219,982

806,176

602,194 546,095

487,180 452,123

419,364 394,978 394,005

-

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

YouTube Twitter Instagram Ellen

DeGeneres

Samsung

Mobile

CNN

Breaking

News

Android Starbucks

Coffee

Facebook CHANEL

Brands that Tweeted the Most

November 2013

News brands have been the most prolific tweeters

7,622

3,367

2,821 2,784 2,685 2,340 2,302 2,284 2,132 2,089

-

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

Huffington

Post

Business

Insider

NBC10

Philadelphia

The Boston

Globe

Slate Al Jazeera

English

TheStreet 7NEWS

Denver

Channel

WCPO

Cincinnati

NBC Los

Angeles

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

November 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

November 2013

SO

A Closer Look at Selected Top

Brands

Audi - #WantAnR8 Audi ran a Twitter contest in November asking fans to create their own love letters to the R8 model using footage and music provided by the brand. All for the chance to drive an R8 for a day. Tweets around the contest engaged

the best with its followers.

#WantAnR8 became the most used hashtag by the brand and its followers and the hashtag saw

an engagement score of 364.

Whole Foods Market - #WFMHoliday Whole Foods Market used #WFMHoliday to promoted its ‘Holiday Cheat Sheet’ microsite which consists of

holiday tips, tricks and recipes. These tweets engaged the best with its followers in November.

#WFMHoliday was the most used hashtag. It was used 391 times by the

brand and 3,743 times by its followers.

New York Life - #KeepGoodGoing Holiday Chat New York Life and Shorty Awards conducted a #KeepGoodGoing Holiday Twitter chat on the 25th November and gave

away three $100 Target gift cards at random during the chat. Tweets around the chat generated lots of buzz for the brand.

The mentions of @NewYorkLife peaked on the 25th November – the day of #KeepGoodGoing

Twitter chat

#KeepGoodGoing was the most used by the brand and its followers. It was also the most engaging

hashtag for the brand with an engagement score of 132.

Walt Disney World – #VeryMerry Christmas Party Walt Disney World ran the ‘Mickey’s Very Merry Christmas Party Tweet and Win’ sweepstakes between 4th and the

7th November. #VeryMerry was the most used and most engaging hashtag for the brand in November.

Usage of the hashtag, #VeryMerry peaked during the sweepstakes’ entry period with more

than 4,000 mentions on the 4th November.

Tweets around Mickey’s Very Merry Christmas party sweepstakes saw high engagement with an

average engagement score of 489.

American Airlines – Customer Service American Airlines replied to an astounding 30,474 customer queries on Twitter within a jaw-dropping average

response time of 12 minutes in November.

American Airlines replied to the most number of queries in the shortest time

when compared to the other top US airlines.

American Airlines responded to 76.5% of the mentions which is

more than twice the sector average of 34%

SO

ANALYSIS OF

BRANDS ON YOUTUBE

Views, Shares, Uploads, Top Video, etc...

83,299,053

75,340,262

69,169,053

57,662,918 53,322,209

50,784,293 50,400,494

43,474,897

33,197,887

28,748,369

-

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

Brands with the Most New Views

added an incredible 83 million views

November 2013

Top Videos of the Month

November 2013

Volvo Trucks – The Epic Split feat. Van Damme

Kmart – Show Your Joe John Lewis – The Bear & The Hare

Louis Vuitton – L ’Invitation au Voyage

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

November 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

November 2013

Sector Leaders in the United States

SO

A Closer Look at Selected Top

Brands

Volvo Trucks – The Epic Split feat. Van Damme

Video Views Growth Volvo Trucks’ video featuring Van Damme doing the epic split garnered more than 55 million views within just 15

days of its release to become the top brand video in November.

Louis Vuitton – L ’Invitation au Voyage

Video Views Growth Louis Vuitton’s ‘L’ Invitation au Voyage’ video was the most watched video on its channel in November with

more than 33 million views.

Kmart’s ‘Show Your Joe’ garnered more than 15 million views to become the top video on its channel in

November.

Video Views Growth

Kmart – Show Your Joe

John Lewis – The Bear & The Hare

Video Views Growth John Lewis’ Christmas advert ‘The Bear & The Hare’ was the most watched videos on its channel in November

with more than 9 million views.

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.

About Unmetric :

THANK YOU

Please contact us at

info@unmetric.com

for more information