The information aggregated below was gathered utilizing the social media benchmarking and intelligence tool Unmetric. The categories represented are all verticals of the international commercial food and beverage community. The four verticals are divided as such: beverages (both alcoholic and non-alcoholic), restaurants (fast food, fast casual, and full service establishments), health food and traditional packaged grocery foods. For each vertical an analysis of branded Twitter and Facebook identities of the top ten brands with the highest Unmetric score for the month of December, 2012, was conducted with data collected for each brand representing actions and engagements that occurred between January 1st- January 31st, 2013.

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2. METHODOLOGY
The information aggregated below was gathered utilizing the social media
benchmarking and intelligence tool Unmetric. The categories represented
are all verticals of the international commercial food and beverage com-
munity. The four verticals are divided as such: beverages (both alcoholic
and non-alcoholic), restaurants (fast food, fast casual, and full service
establishments), health food and traditional packaged grocery foods. For
each vertical an analysis of branded Twitter and Facebook identities of the
top ten brands with the highest Unmetric score for the month of Decem-
ber, 2012, was conducted with data collected for each brand representing
actions and engagements that occurred between January 1st- January
31st, 2013.
OCT 15-16, 2013 NY ®
conference

3. !
I. BEVERAGES ON FACEBOOK
!
U- NEW LIKES - % %
BRANDS SCORE FAN COUNT JAN MALE FEMALE
Smirnoff 79 8,940,039 6,829,454* 36% 64%
Coca-Cola 69 59,031,853 1,509,894* 46% 54%
Heineken 68 11,190,356 479, 990 92% 8%
Red Bull 67 35,881,345 470,641 55% 45%
Monster 20,970,016 270,662 56% 44%
Energy 66
Drink
Bud Light 62 5,328,942 87,854 53% 47%
Dr. Pepper 62 14,202,402 399,955 40% 60%
Brahma Fla 58 2,073,256 61, 363** 64% 36%
Kingfisher 57 5,152,147 86, 246 84%*** 16%***
Budweiser 54 3,743,407 4,473** 66% 34%
!
*higher than avg industry fan growth **below avg for fan growth ***demo info from India only
Case Study #1:
BrahmaWHA? The BrahmaFla Phenomenon
!
Brahma beer isn’t a brand
featured at very many bars in the
United States, but it’s a leading
beer brand in the world of Social.
This Brazilian lager began to see
major world success after
becoming a subsidiary of AmBev
— the recent conglomeration of
InBev and Budweiser maker
Anheuser-Busch. The mega brand AmBev could dedicate more
revenue to the brand’s expansion and production, and that
translated to some smart social campaigns that are taking the
Latin American Soccer and Social worlds by storm. By mixing
celebrity endorsement (J. Lo, Megan Fox), savvy ads and social
engagement BramaFla added over 500,000 Brazilian fans in !
the last six months of 2012 alone. The question stands now,
can they move into a global market with the same strategy.
!
!
COMPARATIVE ANALYSIS!
1. Growth Rate
Coca-Cola has the most fans in the United States whereas Smirnoff had the highest growth grate
in the US
!
1

4. !
2. Conversations:
Smirnoff has the most people talking about them as percentage of their fan base; Redbull had the
lowest percentage of conversations by fans
The following are conversations about each brand as a percentage of their fans for this period:
CONVERSATION %
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3. Posts by Fans:
Coca-Cola had the greatest number of posts by fans and redbull had the least (posts by ADMIN
was negligible w/ exception of BrahmaFla at 95)
FAN POSTS
Coca-Cola 3665
Heineken 2035
Kingfisher 1936
Monster 1283
Dr. Pepper 1146
BrahmaFla 1141
Bud Light 781
Budweiser 487
Smirnoff 104
Red Bull 0
**Note: Fans are not permitted to post on Red Bull’s
Wall
2

5. !
Posts by admins:
ADMIN POSTS
BrahmaFla 95
Monster 18
Dr Pepper 16
Heineken 15
Kingfisher 15
Red Bull 13
Budweiser 9
Bud Light 7
Coca-Cola 5
Smirnoff 4
4. Shares:
Brahma Fla had the greatest number of shares at 638,770; Bud Light is second: 88, 281; Monster is
third at 51, 874 (others are negligible)
5. Engagement:
According to Unmetric’s algorithm, Budweiser scores best with fan engagement
ENGAGEMENT
SCORE
Budweiser 242
BrahmaFla 188
Bud Light 168
Dr. Pepper 92
Monster 65
Red Bull 59
Heineken 33
Kingfisher 31
Coca-Cola 30
Smirnoff 0
**Note: Smirnoff did NOT engage in any posts initiated by Fans
II. BEVERAGES ON TWITTER
U- FOLLOWER NEW
BRANDS SCORE COUNT FOLLOWERS FOLLOWBACK %
@CocaCola 83 672,098 15,098* 10.2%**
@dogfishbeer 80 113,951 3,320 1.3%
@newbelgium 78 141,038 7,902 10.8%
3

6. !
@redbull 77 899,275 26, 399 4.8%
@pepsi 73 1,087,543 5,616 4.1%
@MonsterEnergy 62 462,016 24,733 .13%
@Skinnygirl 57 52, 928 756 .1%
@drpepper 53 112,795 1,323 30.6%
@Gatorade 53 122, 411 2,286 4.8%
@Heineken 52 55,681 -130*** .2%
*Average follower increase during time period: 518 **Avg Followback % 13.9% ***net loss
COMPARATIVE ANALYSIS
1. Frequency of Tweets
• CocaCola tweets the greatest number of times and the nature of their tweets are generally
replies. Coca Cola tweets 3250 times, 3225 are replies
• Monster has the greatest number of retweets: 76 and the greatest number of proactive
tweets: 160
2. Timing
On average, 45% of tweets were between 12pm and 6pm
4

7. !
Case Study #2:
Pepsi: Listen Now Pack on Fans
!
Pepsi, constantly battling competitor Coca-Cola, launched a
global music campaign — including tie-ins with various NFL
teams for “party anthems” — in April, 2012, to bolster their fan
base. As part of its global campaign “Live for Now,” the brand
encouraging tweets using the @Pepsi handle or the hashtag
#PepsiMusicNOW. Each tweeter was issued free Amazon MP3
as reward. The total campaign saw and over –all increase of
400,000 new fans, with over 121,000 fans in the first week of !
the campaign.
! Hundreds of free Amazon songs
! 121,000 new Fans in one weeks!
!
III. RESTAURANTS/CAFES ON FACEBOOK
U- FAN NEW LIKES - % %
BRANDS SCORE COUNT JAN MALE FEMALE
Starbucks 68 33,628,177 241,826 * 30% 70%
McDonald’s 63 27,236,604 410,004 38% 62%
Taco Bell 61 9,732,120 110,546 42% 58%
Subway 61 20,438,436 792 37% 63%
Applebee’s 57 3,826,252 134,092 30% 70%
Buffalo Wildwings 54 9,941,153 75,797 47% 53%
Pizza Hut 48 10,047,738 203,666 38% 62 %
The Cheesecake 3,373,615 73,017 20% 80%
46
Factory
Dunkin Donuts 46 8,349,215 35,630 34% 66%
Texas Roadhouse 46 1,831,804 26,899 27 % 73%
* above avg 32,051
COMPARATIVE ANALYSIS
1. Growth Rate
Starbucks has the most fans whereas Subway had the highest growth rate
2. Conversations
Applebee’s has the most people talking about them as percentage of fans; Starbucks has the
lowest percentage of people talking about them
5

8. !
PTAT as a %
Applebee's 7.5
The Cheesecake Factory 4.23
Texas Roadhouse 2.07
Dunkin Donuts 1.76
Taco Bell 1.66
Pizza Hut 1.29
Subway 1.24
Buffalo Wildwings 1.14
McDonalds 0.88
Starbucks 0.58
3. Posts by Fans:
Taco Bell had the most posts by Fans; McDonald’s had the least
FAN POSTS ADMIN POSTS
Taco Bell 2162 Buffalo Wild Wings 56
Starbucks 2102 Applebees 54
Buffalo Wildwings 1732 Dunkin' Donuts 50
Pizza Hut 1528 Pizza Hut 50
Applebee's 1417 The Cheesecake
Dunkin Donuts 1253 Factory 33
Subway 1200 McDonald's 27
The Cheesecake Taco Bell 21
Factory 732 Subway 18
Texas Roadhouse 373 Starbucks 0
McDonalds 0 Texas Roadhouse 0
**Note: McDonald’s doesn’t permit fans to post.
4. Engagement Scores:
According to Unmetric methodologies/formulas, Texas Roadhouse engaged best with fans and
earned a score of 304, Pizza Hut Performed lowest at a score of 28
ENGAGEMENT SCORE
Texas Roadhouse 304
Applebee's 247
The Cheesecake
Factory 216
Taco Bell 189
6

9. !
Starbucks 106
McDonalds 70
Dunkin Donuts 53
Subway 46
Buffalo Wildwings 45
Pizza Hut 28
Case Study #3:
Walking the Good PR/Bad PR line
!
!
!
When Applebee’s waitress Chelsea Welch posted a picture of a
receipt from a low-tipping customer to the popular social sharing
site Reddit, the image went viral and Applebee’s fired Welch. The
Internet revolted, but what effect did the event have on Applebee’s
social account? Well, as the adage goes, “no press is bad press.” In
the week following the incident, Applebee’s lost 43 Facebook fans,
but gained 2,204 new Twitter followers.
! 5344 upvotes of bad PR on Reddit
! -43 FB Fans !
! 2204 new Twitter followers
5. Shares: (negligible)
IV. RESTAURANTS/CAFES ON TWITTER
U- FOLLOWER NEW
BRANDS SCORE COUNT FOLLOWERS FOLLOWBACK %
@Subway 73 1,004,091 73,509 3.5 %*
@Starbucks 72 3,391,619 70,080 2.4 %
@McDonalds 71 947,383 68,304 1.2%
@Applebees 61 86,080 18, 747 57.5%
@TacoBell 61 339,838 20,927 Inconsequential %
@pizzahut 59 160,089 6,035 22%
@Whataburger 55 85, 974 10, 522 47%
@ChipotleTweets 54 162,831 3,733 .17%
@JimmyJohns 53 147,338 9,804 4.2%
@DunkinDonuts 51 202,094 9,045 27.5 %
7

10. !
* lower than the avg 9.7%
COMPARATIVE ANALYSIS
1. Frequency of Tweets
Applebees tweets the greatest number of times and
the nature of their tweets are generally replies.
Applebees tweeted 13780 times, 13406 are replies
For this vertical, the number of practive tweets and
retweets were all 2% or less of total tweets and thus
negligible
2. Timing
On average, 47% of tweets were between 12pm and
6pm; TacoBell however tweets 32% of the time
between the hours of 12am-6am.
3. Content
The majority of Chipotle’s and Whataburger reply tweets are Brand Apologies:
8

11. !
Chipotle: 249 of 359
Whataburger: 64 of 79
(most other brands don’t tweet enough for these results to be at all significant <10 tweets)
V. HEALTH FOOD ON FACEBOOK
U- FAN NEW LIKES - % %
BRANDS SCORE COUNT JAN MALE FEMALE
InnocentDrinks 37 318,151 11,037 18% 82%*
Fage 36 1,077,009 11,586 16% 84%
Udi’sGluten 978,756 53,722 17% 83%
34
Free Foods
Kettle Brand 297,955 35,649 -** -**
33
Chips
Vitamin Water 33 3,749,706 28,129 35% 65%
Cocoberry 32 2,005,958 54,199 59% 41%
Vita Coco 421,287 13,685 30% 70%
31
Coconut Water
Bird’s Eye 559,390 154,651 -** _**
31
Vegetables
Morning Star 183,937 48,472 10% 90%
30
Farms
Smart Balance 30 220,881 37,765 11 % 89%
* based on UK **unavailable
COMPARATIVE ANALYSIS
1. Growth Rate:
vitamin water has the most fans, Birds Eye Vegetables had the highest growth rate
2. Conversations:
as percentage of fans
CONVERSATION %
Innocent Drinks 17.41
Morning Star Farms 7.02
Kettle Brand Chips 6.88
Vitamin Water 6.69
Vita Coco Coconut
Water 6.69
Birds Eye Vegtebales 6.3
Smart Balance 6.05
9

12. !
Fage 4.1
Udi's Gluten Free
Foods 3.4
Cocoberry 1.71
3. Posts:
Udi’s had the most fan posts at 600 (didn’t include the others because they were all around 200
or less). Cocoberry had the most admin posts at 133.
FAN POSTS ADMIN POSTS
Udi's Gluten Free Foods 600 CocoBerry 133
Fage 245 Innocent Drinks 73
Birds Eye Vegetables 234 viatminwater 43
MorningStar Farms 208 Udi's Gluten Free Foods 34
Innocent Drinks 201 Vita Coco Nut Water 33
Kettle Brand Chips 197 MorningStar Farms 31
vitaminwater 171 Birds Eye Vegetables 28
Smart Balance 108 Fage 27
Vita Coco Nut Water 101 Kettle Brand Chips 24
Cocoberry 0 Smart Balance 23
10

13. !
4. Engagement Scores:
ENGAGEMENT SCORE
Innocent Drinks 196
Fage 160
Kettle Brand Chips 150
Vita Coco Coconut
Water 127
Udi's Gluten Free
Foods 98
Smart Balance 95
Morning Star Farms 68
Birds Eye Vegtebales 23
Cocoberry 13
Vitamin Water 2
5. Shares:
Innocent Drinks had the greatest number of shares: 40, 922; Fage was second at 15,182; Udi’s
Gluten Free was third at 13, 685; (the others were inconsequential [or non existent] in terms of
relative comparative analysis)
VI. HEALTH FOODS ON TWITTER
11

14. !
U- FOLLOWER NEW
BRANDS SCORE COUNT FOLLOWERS FOLLOWBACK %
Innocent Drinks 65 109,929 8,786 18.2%*
Chobani 57 51,607 1,738 9.6%
Wheat Thins 49 63,126 289 19.3%
ClifBar 45 106,641 183 .21%
Udi’s Gluten Free 41 46,775 1,114 18.7%
TropicanaOJ 38 28,816 289 -
Fresh and Easy 38 17,657 256 13.4%
Fage USA 37 51,883 839 2.1%
Vitamin Water 35 55,378 -394 %
Stonyfield 25, 621 1,394 72.6%
33
Organic
* above avg 13.9%
COMPARATIVE ANALYSIS
1. Follower Growth
Innocentdrinks has the most followers and the highest growth. Stonyfield follows the most as a %
of people who follow them.
2. Frequency:
Chobani has the greatest number of tweets at 7270, the majority of which are replies: 6,887 and
359 retweets; Udi’s Gluten free has the greatest number of proactive tweets at 197
3. Timing:
on average, 43% of tweets are between 12-6pm.
12

15. !
4. Replies:
Innocentdrinks had the greatest number of brand apology reply tweets with 21 of 81 replies (this
graph is not very interesting nor informative as reply tweets were minimal for brands)
VII. PACKAGED FOODS ON FACEBOOK
U-
SCOR FAN NEW LIKES - % %
BRANDS E COUNT JAN MALE FEMALE
Oreo 62 31,771,609 403,744* 37% 63%
Skittles 61 24,368,443 209,576 33% 67%
Pringles 57 22,570,858 300,877 44% 56%
Trident 57 8,759,921 4,221,406 31% 69%
Reese’s 53 10,332,892 122,596 38% 62 %
Cadbury 51 3,133,285 81,161 55% 45%
M&M Green 49 4,187,812 37,673 -** -**
Kit Kat 49 14,719,984 368,153 31% 69%
Nutella 48 17,057,901 156,546 29% 71%
Starburst 48 11,836,216 106,739 40% 60%
* above the avg 60,778 ** unavailable
COMPARATIVE ANALYSIS
1. Growth Rate:
Oreo had the most fans; Trident had the highest growth rate
2. Conversations:
Trident had the most people talking about them as a % of fans; The following is convo as a
percentage of fans:
CONVO %
Trident 22.53
Cadbury 11.22
M&Mgreen 2.49
Kit Kat 2.15
Reese's 1.17
Skittles 0.59
Oreo 0.58
Pringles 0.51
Starburst 0.39
Nutella 0.36
13

16. !
3. Posts:
Pringles had the most posts by fans: 738; Oreo a close second at 673. Nutella the least: 0; Cadbury
had the most posts by admin at 115:
ADMIN POSTS FAN POSTS
Cadbury 115 Pringles 738
Pringles 44 Oreo 673
Trident 44 Cadbury 623
Skittles 43 Skittles 505
Reese's 29 M&M 464
M&M 28 Kit Kat 345
Oreo 26 Trident 330
Kit Kat 10 Reese's 270
Starburst 9 Starburst 127
Nutella 0 Nutella 0
4. Engagement:
ENGAGEMENT
SCORE
Cadbury 221
M&Mgreen 204
Reese's 85
Oreo 61
Starburst 59
Skittles 42
Nutella 41
14

17. !
Pringles 10
Kit Kat 9
Trident 4
5. Shares:
Cadbury had the greatest number of shares: 283,207; M&M had the second greatest number of
shares at 64,510; Reese’s was third with 40,206; others negligible
VIII. PACKAGED FOODS ON TWITTER
U- FOLLOWER NEW
BRANDS SCORE COUNT FOLLOWERS FOLLOWBACK %
CadburyUK 52 124,487 894 3.9 %
Ben & Jerry’s 50 86,763 2,365 57.8%
Betty Crocker 43 61,745 749 55.4 %
Skittles 41 61,316 6,795 .39%
Pillsbury 39 34,641 604 32.9%
M&M (Green) 38 54,138 -416 .51%
Oreo 35 75, 199 954 .01%
Fritolay 35 39,861 490 11.2%
Kraft 34 44,640 873 13.8%
Orville 23,822 10,245 2.1%
33
Redenbachers
COMPARATIVE ANALYSIS
1. Followers
CadburyUK has the most followers and OrvillePopcorn had the highest growth rate
2. Frequency:
Pillsbury has the most tweets, the majority of which are
replies (total: 488 Replies: 295) ; mmsgreen has the fewest
with a total of 10; 87 of 88 Skittles tweets were proactive.
15

18. !
3. Timing:
Most tweets happen between 12pm-6pm
4. Replies:
CadburyUK has the highest percentage of brand apologies at 30% of reply tweets
Case Study # 4:
OREO Sheds Some Light on Effective Social Engagement
Despite being 100 years old, Kraft’s Oreo is “staying young”
through the use of social media. Sarah Hoffstetter, president of
360i Foods, says the key is to ensure that social campaigns
remain conversational and are specific to the various social
settings where the product is being consumed. Kraft’s lead digital
marketer, Beth Reilly, seconds this point in saying: For Kraft, “The
single biggest opportunity is in social — fostering different
languages and cultures,” Reilly said. ‘We have more than 24
million fans talking about Oreo in 100 countries.’” Oreo has 32
million FB likes.
During the Super Bowl 2013, Oreo monopolized the moment of
the infamous blackout by immediately Instagraming, Tweeting and Facebooking a photo of their cookie with the caption:
‘You Can Still Dunk in the Dark.’ This clever branding of a real-time event received over 15,000 retweets and 20,000
Facebook likes. In three days following the post, OREO attracted 25,704 new Facebook fans and 11,471 new Twitter fans.
! 1 post
! 15,000 retweets
! 25,000 new likes!
!
16