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Bryan Tookey at Brandwatch: Case studies inspire and provide excellent evidence of how to do things right. But not every social campaign or social team can be a top quartile performer. To help provide some balance, Bryan presented the average level of consumer engagement to the social efforts of a group of consumer brands from the UK, US and Germany, covering common metrics like comments per Facebook post, Pinterest page views, retweets etc.
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The IDF London:An antidote to Social Case Studies: What does average look like in social media performance
BRYAN TOOKEY: [email protected] | Tel: +44 (0)1273 234 601 | @brandwatch
Oct 2012
Case studies in Social Media show off winners© 2012 Brandwatch | www.brandwatch.com 2
Case studies in Social Media show off winners
But what does social media marketing look like most of the time?
© 2012 Brandwatch | www.brandwatch.com 3
But what does social media marketing look like most of the time?
© 2012 Brandwatch | www.brandwatch.com 4
So I’m going to try to provide some refreshing realism
5
Which platforms do companies use for ?
© 2012 Brandwatch | www.brandwatch.com
Social media
platform
Participation Activity Engagement
“Social Brands*” with official pages / accounts / boards
Median frequency of public posts / tweets / pins
Median number of likes / retweets / +1s per post
Facebook 99% Once daily 32
Twitter 91% 7-8x per day 1
Google+ 80% Monthly 0
Pinterest 50% 1.5 ?
* I.e., Data is taken from the 250 entrants to the Headstream social brands 100, so a group biased towards being “social”
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Even for social brands, Facebook fan pages are not (yet) hotbeds of action
© 2012 Brandwatch | www.brandwatch.com
For an average social brand, how many... Average performance
...people “like” their facebook page? 40,000...people were “talking about” their
facebook page per month 800
...posts did the brand make per day 1...comments did users make on a brand
post 14
...“likes” for every post the brand made 32...posts did users make on their facebook
page per day 2
...posts did the brand respond to? 21%
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Posts with video or photos work best on Facebook
© 2012 Brandwatch | www.brandwatch.com
What kind of post?
Proportion of posts
Average number of likes per
post
Average number of comments
per post
Average number of shares per
post
All 100% 32 14 0
Status update 34% 14 9 0
Link 34% 23 4 0
Photo 22% 50 11 1
Video 8% 44 10 4
Question 1% 0 0 0
Shockwave flash file 1% 42 12 0
Brand posts were rarely shared and received few comments and likes
© 2012 Brandwatch | www.brandwatch.com 8
1 or less2 to 10
11 to 5051 to 100
101 to 500
501 to 1,000
1,001 to 5,0000
102030405060708090
100
Likes Comments
Shares
Average per brand post
Num
ber o
f bra
nd p
ages
The majority of brands posted on their own page once or less per day on average
© 2012 Brandwatch | www.brandwatch.com 9
0
20
40
60
80
100
120Brand postsUser posts
Avg. posts per day
Num
ber o
f pag
es
Corporate twitter accounts are more active than facebook but less active that in 2011
© 2012 Brandwatch | www.brandwatch.com 10
For an average social brand on twitter... Average performance
... how many public tweets per day in 2012? 8
... how many public tweets per day in 2011? 15
... how many retweets per corporate tweet 1…how many (private) conversations (i.e., to
another twitter account) 9
...how long to reply to a tweet on average 3 hours 37 mins
…how many mentions of the company per day 36
Most accounts tweeted between 2 and 10 times a day
© 2012 Brandwatch | www.brandwatch.com 11
22
130
77
147
0 1
No of official twitter accounts
No. of public tweets per day
The majority of brands took between 1 and 6 hours to reply to tweets
© 2012 Brandwatch | www.brandwatch.com 12
• 21 of the nominated accounts (8%) never replied to tweets sent to them.
Never
10 minutes or less
Up to an hour
1 to 6 hours
6 to 12 hours
12 to 24 hours1 to 2 days
More than 2 days
2113
37
93
38 33
10 6
No of official twitter accounts
Average speed of tweet
13
FOR MORE INFO
© 2012 Brandwatch | www.brandwatch.com
EMAIL: [email protected]
WEB: http://www.brandwatch.com
TWITTER: @brandwatch
PHONE:UK: +44 (0)1273 234 290US: +1 212 229 2240Germany: +49 (0)711 912 442 04
FAX: UK: +44 (0)1273 234 291
DOCUMENT LIMITATIONThe information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions.
Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 38980534th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom
