Western Digital Social Media Performance Audit

SOCIAL MEDIA PERFORMANCE AUDITOCT 1 THRU DEC 31, 2012

Daniel McKean linkedin.com/in/danielmckean

2 | Social Media Performance Audit – Q4 2012 Daniel McKean . linkedin.com/in/danielmckean

PREFACE

This social media performance audit is a follow-on study to a snapshot analysis conducted earlier in 2012. The performance analysis was designed to discover actionable market and Brand intelligence to be used as a discussion format to better understand how Western Digital is practicing social media, and whether there are areas for improvement.

To gain perspective on Western Digital’s performance within the industry, the analysis used a 90-day data sampling to compare several peers in the personal disk storage market using several base-level metrics. It should be noted that this aging analysis was based on the public information available over the period of time the review was conducted, and should not be used as material intelligence.

It is advised Western Digital (if it does not already) conduct frequent and periodic comprehensive audits and studies – refined to particular business and marketing needs to ascertain ongoing Brand performance, influence and impact as well as to serve as a tool to identify evolving industry best practices in social media.

For more information, please contact Daniel McKean, 949 338 4762, linkedin.com/in/danielmckeanor via email at [email protected].

http://www.linkedin.com/in/danielmckean

Facebook

Twitter

YouTube

Blogs, Forums, News

Overall Comparison


AGENDA


FACEBOOK

FACEBOOK


Facebook Like Counts are an easy metric to over value and there’s a distinct difference between a simple Like and a True Fan of a Brand.

December Score Card

Engagement

† Benchmark: Dec 2012 ‣ Note: Toshiba (TAIS) does not have a dedicated Facebook Page for Storage products. Representations are based on the Brand’s

USA Consumer Products Facebook Page. Samsung has a large Fan count presence for SSD, but no Page has been found for HDD.

FACEBOOK


A quick indicator for the health of a Facebook Page is the “Talking About This” metric. The act of engaging Facebook users to become influencers themselves (WOMM) is more important than sheer Fan Count numbers alone.

PTAT - Viral Influence

† Benchmark: 90 Day Monthly PTAT Average / Oct 1 thru Dec 31 ‣ Note: Western Digital’s 90 day average is skewed slightly higher based on high

engagement in December primarily due to a joint promotion with Qualcomm and NewEgg.com, but still maintains a better engagement level over the 90 day period reviewed against peers.

12,019Avg. Monthly

Engagement

11,081Avg. Monthly

Engagement

17,269Avg. Monthly

Engagement

6,428Avg. Monthly

Engagement

FACEBOOK


Share of Voice is a good indicator of the consumer awareness of a brand as compared to a competitive set. It essentially shows how much of the social conversation a brand has earned or is currently earning.

SOV – Brand Influence

Share of Voice October November December

Western Digital 35.32% 33.83% 44.78%

Seagate 30.65% 23.75% 20.16%

Toshiba 18.68% 27.47% 10.78%

Samsung 14.84% 13.81% 22.59%

† Filters: United States, English, Hard Drive

FACEBOOK


Western DigitalThe Western Digital Corporate Community Page is supported globally with multiple International Pages targeted for Key Geographic Regions.

20.92%Avg. Engagement Rate

47% US Fans

68,406 Fans

† Benchmark: 90 Day Snapshot with Aggregated 90 Day Totals‣ Oct 1 thru Dec 31

FACEBOOK


Western DigitalJoint promotion with Qualcomm and NewEgg.com created expanded reach and exposure for Western Digital and its Facebook Page using a product giveaway designed to increase Facebook Fans for each of the participating Brands.

New Fans attributed to the promotion were responsible for more than 75% of overall monthly Fan base growth and significantly grew PTAT and viral engagement levels for December.

FACEBOOK


Western DigitalModerate, steady engagement levels (hundreds) without large spikes. Pictures account for more than 75% of content. Largely product promotional with commerce links. High volume of service issues posted to Wall overshadowing reinforcing a positive Brand image. Large use of direct , channel and partner product giveaways and promotions. Fan Brand engagement attempts to stimulate deeper conversations with Fans beyond promotions remain few.

Most engaging Post over last 90 days. Product promos tied to user hard drive / OS upgrades (Windows 8 association).

FACEBOOK


Western DigitalA number of Tabs and Apps are used to support the Page. Some Tabs are aging and should be removed after completion of promoted activity.

Contest Overview: Photowalking is the act of walking with a camera to take pictures of things that a photographer may find interesting. It’s a communal activity organized by camera clubs or other interested communities or groups usually in the form of a walking tour. Often, the aim is to practice and improve one's own photography skills. Eight winners were selected to participate in WD's Photo Walk with renowned photographer Bruce Dorn that took place on Wednesday, October 24, 2012 in New York City. Submissions were a photo with a 100 word essay why Fans should be selected. Winners spent three hours with Bruce exploring various aspects of New York City. Big draw back for contest may have been WD’s choice to make winners bear and incur travel expenses to NYC.

Launched in Nov 2012, excellent approach to handling service and support for an industry category historically high in support issues. Challenge will be to educate Fans of its availability to change Wall post behaviors. WD’s own Page is heavily scattered with tech support posts from Fans and this should help to remove distracting Brand conversations away from Wall to more suitable Fan resources.

Polling App not creating interest among Fan base. Only 2 votes cast.

FACEBOOK


Western Digital WDTV liveThe Western Digital WDTV Live Page is in an early exploratory stage. To date, not much effort has been placed on the Page designed to appeal to the broader home entertainment, consumer electronics enthusiast.


418 Fans


FACEBOOK


Seagate TechnologySeagate’s Corporate Facebook Page is also supported with multiple International Pages for Key Geographic Regions – as well as two unique Community Pages: Seagate Support and Seagate Creative.


70% US Fans

126,769 Fans


FACEBOOK


Seagate TechnologySeagate reinforces its Facebook community via a Brand experience without being overtly promotional. Content is designed to stimulate and build the conversation. Overall Seagate may be overusing Links and Status Updates, which are creating only double digit engagements reducing opportunities for larger news feed insertions and reach. Fan service and support posts are a big part of Wall content and Seagate has attempted to remove this type of activity to a separate Facebook Page specifically designed for service issues. It has also launched a separate Page for ‘creative’ types to reinforce product usage in professional circles.

7,330 Likes

7,404 Likes

FACEBOOK


Toshiba USAThe Toshiba USA Corporate Community Page supports all Toshiba consumer product lines. Toshiba Storage (TAIS) does not have a dedicated Page for North America, but does have several International Pages designed for storage related products attracting low Fan counts.


69% US Fans

183,238 Fans


FACEBOOK


Toshiba USAToshiba’s Consumer Products Page rarely posts content related to its storage product line. Page main product emphasis is on consumer laptops and tablets. Heavily reinforces the Brand experience with promotional Apps, contests, sweeps, giveaways. 35,000 new Fans added over last 90 days. Toshiba’s overall worldwide Facebook presence is expansive designed for regional, professional and product corporate objectives.

FACEBOOK


Samsung SSDThe Samsung SSD Page offers Brand enthusiasts content associated with its Solid State Drive product line. No Page exists for the HDD product line. A large presence has been built for the Samsung USA Page.

0.65%Engagement Rate

56% US Fans

204,514 Fans


FACEBOOK


Samsung SSDSamsung is in a phase of losing Fans after a push to reach 200,000 Fans. Although the losses are small, it does indicate a potential problem with management of the Page. Net Fan growth over the last two months have been minimal after a large gain in October. Monthly engagement levels are also falling sharply over the last two months.


TWITTER

TWITTER


Engagement Tweets Tweets Re-Tweeted Tweet / RT % All Re-Tweets @Replies @Mentions

Western Digital 231 95 40.43% 347 112 182

Seagate 154 58 35.37% 108 38 78

Toshiba Storage 6 1 16.67% 1 0 4

Samsung HDD 0 0 0.00% 0 0 0

Follower count is one relevant metric for building a Twitter community, but engagement over size of audience is more critical for relevance and influence.

December Score Card

Engagement

† Benchmark: Dec 2012 ‣ Note: Toshiba and Samsung Twitter accounts for their storage product lines are languishing accounts.

Independent studies report Average Brand

Twitter Engagement Rates range from just

0.01 to 1.0 percent.

TWITTER


Tweet - Viral Influence

† Benchmark: Dec 2012 ‣ Note: @SamsungHDD account abandoned Jan 2012.

Twitter is much more than a broadcast vehicle. Follower counts do matter, but engagement with the Brand builds and reinforces the community. Engagement comes in variety of forms; including re-tweets, @replies, DMs and @mentions. Maintaining a good Tweet to RT ratio with a growing RT multiplier is the leading metric for measuring the health of any Twitter campaign or efforts.

Viral Influence Tweets Tweets Re-Tweeted Tweet to RT Ratio All Re-Tweets Re-Tweet Multiplier

Western Digital 231 95 40.43% 347 3.65

Seagate 154 58 35.37% 108 1.86

Toshiba Storage 6 1 16.67% 1 1.00

Samsung HDD 0 0 0.00% 0 0.00

231 Brand

Tweets

95 Tweets re-tweeted

3.65 Times RT

re-tweeted

347 Total

re-tweets

DECEMBER TWEETSMOST RE-TWEETED

TWITTER


Share of Voice is indicative of a Brand’s exposure. The more people talk about a brand, the more exposure it gets, and the more exposure it gets, the more visible it is, which is one of the primordial goals of branding and marketing.



Western Digital 38.80% 50.53% 44.07%

Seagate 44.09% 28.69% 30.98%

Toshiba 9.98% 11.67% 18.92%

Samsung 2.84% 3.24% 2.28%


216,766 Followers

TWITTER


Engagement Tweets Tweets Re-Tweeted Tweet / RT % All Re-Tweets @Replies @Mentions

WDTVLive 29 12 41.38% 15 0 34

The WDTVLive Twitter account is active, but benefits are not being fully realized. Low follower count, consistent low monthly tweet volume, small number of engagements mirror the efforts behind the WDTVLiveFacebook Page representing a lack of full commitment for these properties.

@WDTVLive

† Benchmark: Oct 1 thru Dec 31, 2012

29 Brand

Tweets

12 Tweets re-tweeted

1.25 Times RT

re-tweeted

15 Total

re-tweets

@WDTVLive


YOUTUBE

YOUTUBE


Baseline Metrics Total Video Uploads Total Channel Views Total Subscribers New Videos Past 90 Days New Video (Views) Engagement per Video

Western Digital 304 1,512,850 1,478 13 254,265 Moderate

Seagate 219 1,064,482 1,545 30 4,197 Low

Toshiba USA 192 9,688,207 4,828 17 462,736 Moderate

Samsung SSD 47 1,223,521 223 10 239,917 Moderate

Increased viewership, channel views and viewer minutes engaged are primary goals for most video marketing campaigns.

December Score Card

Engagement

† Benchmark: Jan 5, 2013

Western Digital’s Creative Use Application Themed Videos Generate Much Higher Engagements Over Product Info Videos

YOUTUBE


Video - Subscriber Influence Video views may be the leading metric to determine how videos and video campaigns are performing. However, viewer and subscriber engagement levels should not be overlooked. Brands should strive to grow a number of key performance variables for YouTube channels; including subscribers, views, and engagement levels.

Video Engagement New Videos 90 Days Likes Dislikes Comments New Video (Views) Subscribers Engagement Rate

Western Digital 13 62 10 10 254,265 1,478 5.55%

Seagate 30 33 5 9 4,197 1,545 3.04%

Toshiba USA 17 294 17 161 462,736 4,828 9.78%

Samsung SSD 10 342 73 77 239,917 223 220.63%

† Benchmark: Jan 5, 2013

YOUTUBE


Video mentions for all Brands are primarily those resulting from resellers. No Brand within the 90 day period produced a video that created any notable viral impact or community discussion.



Western Digital 37.51% 35.75% 37.50%

Seagate 23.58% 24.74% 25.24%

Toshiba 16.13% 16.32% 15.83%

Samsung 19.81% 19.88% 18.75%



BLOGS & FORUMS

BLOGS


Large reseller activity throughout November and December primarily influenced by Black Friday, Cyber Monday, pre-Christmas sales with a mix of Holiday Gift Guide posts.



Western Digital 20.02% 21.43% 22.82%

Seagate 21.56% 17.91% 18.93%

Toshiba 23.51% 24.76% 28.58%

Samsung 32.72% 33.00% 26.64%


FORUMS


An active user community mutually aiding each other with disk drive advice, technical support and tips.



Western Digital 33.56% 32.38% 33.53%

Seagate 33.62% 32.60% 31.87%

Toshiba 10.07% 10.18% 9.41%

Samsung 21.68% 23.91% 24.17%



OVERALL

OVERALL


All Brands get a boost in overall Share of Voice in December from a large and active reseller community. Over the 90 days reviewed, Western Digital maintains a competitive peer advantage for volume of Brand mentions across all social channels.



Western Digital 32.61% 34.18% 43.44%

Seagate 31.33% 25.09% 20.79%

Toshiba 15.42% 18.96% 11.61%

Samsung 18.71% 18.94% 22.39%


Daniel [email protected]

Linkedin.com/in/DanielMcKean

http://www.linkedin.com/in/DanielMcKean