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analyzed by Social Media Shakedown of Top Brands in September 2013

Top Brands Social Media September 2013

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Guess who owned telco sector on Facebook in 2013? That's right...T-Mobile!

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Page 1: Top Brands Social Media September 2013

analyzed by

Social Media Shakedown of Top Brands in September 2013

Page 2: Top Brands Social Media September 2013
Page 3: Top Brands Social Media September 2013

SO

ANALYSIS OF

BRANDS ON FACEBOOK

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

Page 4: Top Brands Social Media September 2013

September 2013

Brands that Gained the Most New Fans

Added more than 2.8 Million Fans

2,851,889 2,812,557

2,492,691

2,000,448

1,331,449 1,244,031

1,186,190 1,171,534 1,105,114 1,067,522

-

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

Samsung

Mobile

Nescafe Michael Kors Nintendo

Handheld

Gaming

Paramount

Pictures

Cartoon

Network

Logitech MasterCard Knorr Nickelodeon

Page 5: Top Brands Social Media September 2013

451% 431%

393%

336% 334%

279% 278% 274%

238%

202%

0%

50%

100%

150%

200%

250%

300%

350%

400%

450%

500%

Pacific Life Logitech VMware

Horizon Suite

Paramount

Pictures

Cabo Diablo Scuderia

Ferrari

Verizon

Small Biz

BlueCross

BlueShield of

South

Carolina

TomTom Outlook.com

Brands with the Highest Fan Growth Rate

experienced an astounding fan growth rate of 451%

September 2013

Page 6: Top Brands Social Media September 2013

Most Engaging Posts Across All Sectors

September 2013

Page 7: Top Brands Social Media September 2013

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

September 2013

Page 8: Top Brands Social Media September 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

September 2013

Page 9: Top Brands Social Media September 2013

A Closer Look at Selected Top

Brands

Page 10: Top Brands Social Media September 2013

Heineken’s #Dropped campaign engaged well for them in September

Heineken - #Dropped

Page 11: Top Brands Social Media September 2013

Samsung Mobile USA – Note 3 and Samsung Gear

Samsung Mobile USA garnered high engagement posting around their Note 3 and the Samsung Gear. They posted most around Engagement Oriented Posts.

Page 12: Top Brands Social Media September 2013

Walmart posted most around Store-Specific updates but their best performing posts were engagement oriented.

Walmart – Engaging Posts

Page 13: Top Brands Social Media September 2013

H&M – Content Strategy H&M had a balanced content strategy for the month of September, with questions to fans and

posts around new products engaging the best for them.

New Product

Contest

Page 14: Top Brands Social Media September 2013

T-Mobile – Admin Responses and Engagement Details

T-Mobile responded to an astounding 96.5% of their fan posts in an average of 1hr 13 minutes.

Admin Participation : 96.5%

Fans initiated 2,172 conversations on the T-Mobile Wall and they participated in 96.5%.

Page 15: Top Brands Social Media September 2013

Michael Kors - #AllAccessKors

Michael Kors has the highest Unmetric Score in the Luxury sector and their #AllAccessKors campaign engaged very well for them.

Page 16: Top Brands Social Media September 2013

SO

ANALYSIS OF

BRANDS ON TWITTER

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

Page 17: Top Brands Social Media September 2013

1,779,135

1,368,997 1,283,594

928,685

633,470

494,916 476,298 457,967 447,119 399,833

-

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

2,000,000

Instagram Twitter YouTube Facebook Ellen

DeGeneres

CNN

Breaking

News

Android Microsoft The New

York Times

CNN

added 1.7 million new Followers on Twitter

September 2013

Brands that Gained the Most New Followers

Page 18: Top Brands Social Media September 2013

Brands that Tweeted the Most

September 2013

News brands have been the most prolific tweeters.

9,159 9,066

4,855

3,263 2,958

2,315 2,255 2,231 2,193 2,153

-

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

Huffington

Post

JPMorgan

Chase Jobs

Standard

Chartered

Jobs

Wells Fargo

Careers

Business

Insider

CNET NBC10

Philadelphia

The

Associated

Press

E! Online 7NEWS

Denver

Channel

Page 19: Top Brands Social Media September 2013

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

September 2013

Page 20: Top Brands Social Media September 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

September 2013

Page 21: Top Brands Social Media September 2013

SO

A Closer Look at Selected Top

Brands

Page 22: Top Brands Social Media September 2013

American Express – #passionprojectzps

American Express tweeted extensively around #Passionproject and #Passionprojectzps. #Passionprojectzps and #neverforget were the brand’s most engaging hashtags for September.

Page 23: Top Brands Social Media September 2013

Pizza Hut – Customer Service

Pizza Hut responds to 21% of their mentions, which is much higher than the sector average of 9% Pizza Hut replied to 13,871 tweets in September, with an ART of 1hr 14 mins.

Apart from plain text, their most popular reply strategy was a request to view a link.

8am-12 noon had to have the highest ART for Pizza Hut, with most of the outliers

coming within that bracket.

Page 24: Top Brands Social Media September 2013

Mac– Engagement Study

Mac had an average engagement score of 277, for the month of September. These are some of their most engaging tweets for the month.

Page 25: Top Brands Social Media September 2013

BMW – Content Strategy

Tweets with Links engaged best for BMW, these were also the most popular type of tweet.

Page 26: Top Brands Social Media September 2013

Victoria Secret– #vsfashionshow

Victoria Secret posted most around #vsfashionshow, this was also their most engaging tag.

Page 27: Top Brands Social Media September 2013

SO

ANALYSIS OF

BRANDS ON YOUTUBE

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

Page 28: Top Brands Social Media September 2013

79,130,457

66,621,412

59,499,869

52,518,033 49,541,370

40,162,662

31,087,907

25,689,137 25,304,968 23,878,391

-

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 79 million views

September 2013

Page 29: Top Brands Social Media September 2013

Top Videos of the Month

September 2013

Motorola - Moto X – Lazy Phone Ad Dior Homme – Official Director’s Cut

Sony Xperia Z1 Chipotle – The Scarecrow

Page 30: Top Brands Social Media September 2013

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

September 2013

Page 31: Top Brands Social Media September 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

September 2013

Sector Leaders in the United States

Page 32: Top Brands Social Media September 2013

SO

A Closer Look at Selected Top

Brands

Page 33: Top Brands Social Media September 2013

Motorola - Moto X – Lazy Phone Ad

Video Views Growth Tired of having to touch your lazy phone? Moto X responds to your voice and frees up your hands for more important things.

Just talk.

Page 34: Top Brands Social Media September 2013

Dior Homme Fragrance Uncensored Director's Cut starring Robert Pattinson, directed by Romain Gavras.

Music by Led Zeppelin.

Video Views Growth

Dior Homme – Official Director’s Cut

Page 35: Top Brands Social Media September 2013

Sony Xperia Z1 - all the power and smartness from Sony in a premium smartphone

Video Views Growth

Introducing Sony's brand new smartphone, Xperia Z1, featuring the award winning G Lens from Sony, Exmor

RS and intelligent BIONZ™ processing engine for mobile - the same quality and performance as Sony's compact

digital cameras is now in one revolutionary smartphone.

Page 36: Top Brands Social Media September 2013

Chipotle – The Scarecrow

Video Views Growth

Watch "The Scarecrow," the companion film for Chipotle's new app-based game. Then download the

free app at www.scarecrowgame.com and join the quest for wholesome, sustainable food. The song "Pure

Imagination" performed by Grammy Award®--winning artist Fiona Apple, is available for download on iTunes.

Page 37: Top Brands Social Media September 2013

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.

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