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The IDF London:
An antidote to Social Case Studies: What does
average look like in social media performance
Oct 2012




BRYAN TOOKEY: bryan@brandwatch.com | Tel: +44 (0)1273 234 601 | @brandwatch
Case studies in
Social Media show
off winners




Case studies in
Social Media show
off winners
 © 2012 Brandwatch | www.brandwatch.com   2
But what does social
                                         media marketing look
                                         like most of the time?




© 2012 Brandwatch | www.brandwatch.com                      3
But what does social
                                         So I’m going to try to
                                         providemarketing look
                                          media some
                                         refreshingof the time?
                                          like most realism




© 2012 Brandwatch | www.brandwatch.com                      4
Which platforms do companies use for ?

    Social                  Participation                Activity             Engagement
                        “Social Brands*” with     Median frequency of       Median number of likes /
    media               official pages / accounts public posts / tweets /   retweets / +1s per post
   platform             / boards                  pins

  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”


© 2012 Brandwatch | www.brandwatch.com                                                                 5
Even for social brands, Facebook fan pages are
not (yet) hotbeds of action

    For an average social brand, how
                                             Average performance
                 many...

    ...people “like” their facebook page?          40,000
      ...people were “talking about” their
                                                    800
           facebook page per month
     ...posts did the brand make per day             1
 ...comments did users make on a brand
                                                     14
                  post
  ...“likes” for every post the brand made           32
        ...posts did users make on their
                                                     2
             facebook page per day
      ...posts did the brand respond to?            21%

© 2012 Brandwatch | www.brandwatch.com                             6
Posts with video or photos work best on Facebook

                                            Average      Average     Average
  What kind of                Proportion   number of    number of   number of
    post?                      of posts     likes per   comments    shares per
                                               post      per post      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
                                     1%       42           12           0
     flash file

© 2012 Brandwatch | www.brandwatch.com                                           7
Brand posts were rarely shared and received few
comments and likes
                          100
                           90                                     Likes
  Number of brand pages




                           80                                     Comments
                           70                                     Shares
                           60
                           50
                           40
                           30
                           20
                           10
                            0



                                         Average per brand post


© 2012 Brandwatch | www.brandwatch.com                                       8
The majority of brands posted on their own page
once or less per day on average
                   120
                                                              Brand posts
                   100
                                                              User posts
 Number of pages




                    80

                    60

                    40

                    20

                     0




                                         Avg. posts per day


© 2012 Brandwatch | www.brandwatch.com                                      9
Corporate twitter accounts are more active than
facebook but less active that in 2011


      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
                                                            9
            another twitter account)
       ...how long to reply to a tweet on average     3 hours 37 mins
   …how many mentions of the company per day                36




© 2012 Brandwatch | www.brandwatch.com                                    10
Most accounts tweeted between 2 and 10 times
a day

                                         130



        No of                                       77
        official
        twitter
        accounts
                           22
                                                             14
                                                                       7
                                                                              0   1




                                               No. of public tweets per day
© 2012 Brandwatch | www.brandwatch.com                                                11
The majority of brands took between 1 and 6 hours
to reply to tweets
                                                   93

    No of
    official
    twitter
    accounts                             37                 38
                                                                       33
            21
                           13                                               10   6




                                              Average speed of tweet

•   21 of the nominated accounts (8%) never replied to tweets sent to them.

© 2012 Brandwatch | www.brandwatch.com                                               12
FOR MORE INFO
EMAIL: contact@brandwatch.com
WEB: http://www.brandwatch.com
TWITTER: @brandwatch
PHONE:
UK: +44 (0)1273 234 290
US: +1 212 229 2240
Germany: +49 (0)711 912 442 04
FAX:
UK: +44 (0)1273 234 291




DOCUMENT LIMITATION
The 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: 3898053
4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom


© 2012 Brandwatch | www.brandwatch.com                                                                     13

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An Antidote to Social Case Studies - 23.10.2012

  • 1. The IDF London: An antidote to Social Case Studies: What does average look like in social media performance Oct 2012 BRYAN TOOKEY: bryan@brandwatch.com | Tel: +44 (0)1273 234 601 | @brandwatch
  • 2. Case studies in Social Media show off winners Case studies in Social Media show off winners © 2012 Brandwatch | www.brandwatch.com 2
  • 3. But what does social media marketing look like most of the time? © 2012 Brandwatch | www.brandwatch.com 3
  • 4. But what does social So I’m going to try to providemarketing look media some refreshingof the time? like most realism © 2012 Brandwatch | www.brandwatch.com 4
  • 5. Which platforms do companies use for ? Social Participation Activity Engagement “Social Brands*” with Median frequency of Median number of likes / media official pages / accounts public posts / tweets / retweets / +1s per post platform / boards pins 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” © 2012 Brandwatch | www.brandwatch.com 5
  • 6. Even for social brands, Facebook fan pages are not (yet) hotbeds of action For an average social brand, how Average performance many... ...people “like” their facebook page? 40,000 ...people were “talking about” their 800 facebook page per month ...posts did the brand make per day 1 ...comments did users make on a brand 14 post ...“likes” for every post the brand made 32 ...posts did users make on their 2 facebook page per day ...posts did the brand respond to? 21% © 2012 Brandwatch | www.brandwatch.com 6
  • 7. Posts with video or photos work best on Facebook Average Average Average What kind of Proportion number of number of number of post? of posts likes per comments shares per post per post 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 1% 42 12 0 flash file © 2012 Brandwatch | www.brandwatch.com 7
  • 8. Brand posts were rarely shared and received few comments and likes 100 90 Likes Number of brand pages 80 Comments 70 Shares 60 50 40 30 20 10 0 Average per brand post © 2012 Brandwatch | www.brandwatch.com 8
  • 9. The majority of brands posted on their own page once or less per day on average 120 Brand posts 100 User posts Number of pages 80 60 40 20 0 Avg. posts per day © 2012 Brandwatch | www.brandwatch.com 9
  • 10. Corporate twitter accounts are more active than facebook but less active that in 2011 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 9 another twitter account) ...how long to reply to a tweet on average 3 hours 37 mins …how many mentions of the company per day 36 © 2012 Brandwatch | www.brandwatch.com 10
  • 11. Most accounts tweeted between 2 and 10 times a day 130 No of 77 official twitter accounts 22 14 7 0 1 No. of public tweets per day © 2012 Brandwatch | www.brandwatch.com 11
  • 12. The majority of brands took between 1 and 6 hours to reply to tweets 93 No of official twitter accounts 37 38 33 21 13 10 6 Average speed of tweet • 21 of the nominated accounts (8%) never replied to tweets sent to them. © 2012 Brandwatch | www.brandwatch.com 12
  • 13. FOR MORE INFO EMAIL: contact@brandwatch.com WEB: http://www.brandwatch.com TWITTER: @brandwatch PHONE: UK: +44 (0)1273 234 290 US: +1 212 229 2240 Germany: +49 (0)711 912 442 04 FAX: UK: +44 (0)1273 234 291 DOCUMENT LIMITATION The 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: 3898053 4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom © 2012 Brandwatch | www.brandwatch.com 13