Social Media Shakedown of Top Brands in April 2014

TOP US BRANDS
ON SOCIAL MEDIA
APRIL 2014

About Unmetric
We provide not-so-obvious competitive
intelligence on over 17,000 brands across 30
sectors … so you know who is outsocializing
who. And how.
We understand that while companies have
always needed competitive intelligence, it’s
never been easy to come by. The modern
digital media landscape gives marketers the
potential to study their campaign spends,
activity and decide on future spends much
more rationally than ever before.
Some of our clients

It would be a fallacy to say that social media’s job is limited to one particular
role. The truth is social media can help a brand achieve a wide range of
objectives, it just needs to be leveraged with clear goals. This report brings
together a wide variety of brands from across sectors that are looking beyond
the obvious to make their social media efforts work harder to achieve more.
Whether it’s a HR issue for Microsoft, a customer education program from
Zurich Insurance Company or a product tour from American Airlines, you’ll find
14 examples of how brands are using social media as part of their business
objectives.
In addition to these business objectives, you’ll find insights from different
sectors to keep you on top of the best that brands are doing social media.
All data and insights were gathered from the month of April. Look out for May’s
report in early June.

All images in this report are hyperlinked to
their original post but if you want to find out in
detail what brands did to meet their business
objectives, grab your free Unmetric trial here.

All data for the time period: April 1st – 30th, 2014
Uncovering the best of the auto sector
Among the top 15 auto brands,
on an average, 77% of content
posted by admins was “brand
related”.
Dodge Challenger was
engaging best with their fans.
Nissan’s Personal Achievement
Facebook app was the most used
app in the Auto sector.
With a growth rate of 17%,
BMW USA enjoyed the highest
fan growth rate among the top
15 auto brands.
8,807 new posts were written on
the walls of the top 15 auto
brands. That’s an average
of 19.6 posts per day - per wall!
Chevrolet posted the most
“non brand related” content on
their wall.
To discover more insights like these, send us an email and
we’ll get you started on a free trial of Unmetric.

Uncovering the best of the retail chain sector
Among all Retail Chains pages
from North America, Dillard's
talked the most about
themselves.
Vanity Fair Lingerie grew its fan-
base faster than all other Retail
Chains pages from North
America.
With a growth rate of 3%, IKEA USA
had the highest fan growth rate
among the top 15 retail brands.
IKEA USA struck a chord with
the best engagement among
1,180 posts by the top 15 retail
chains.
7,785 new posts were written on
the walls of the top 15 retail
chain brands. That’s an average
of 17.3 posts per day - per wall!
Rue La La’s Shop-All-Day
Facebook app was the most
used app in the Retail Chains
sector.

Understanding
Selected
Top Brands

When it comes to providing customer service, Kia Motors America ensures that it
responds to over 60% of fan posts – three times more than the average auto brand
from North America.
Kia Motors America Leads on Response Rate
Response Rate is a percentage of fan posts on the brand’s wall that the
bran responded to. It does not include responses to comments.

JCPenney wanted to capitalize on the prom season so got people to give suggestions
on how they would ask someone out to the prom. The best entries received the
backing of JCPenney to be turned in to a reality. The campaign was run across
Facebook, Twitter and YouTube.
JCPenney - #TheGreatAskOut Campaign
See appendix on how engagement scores are calculated.
201
287
361
Sector Average
JCP Average
#TheGreatAskOut
Engagement…
1
2
1
2
The campaign was 80% more
engaging than the sector
average and 25% more
engaging than JCPenney’s
average post.
The most engaging post from
the campaign got an
engagement score of 555 –
90% more engaging than
JCPenney’s average post.

Uncovering the best of the banking sector
Of all the tweets of top 15
brands, 7.6% were Retweets
and 47% were Replies.
On an average, top 15 brands
take 576 minutes to reply to
customer tweets.
MasterCard’s #pricelesssurprises
was most used hashtag.
Bank of America was the most
prolific tweeter with 11,114
tweets.
Among the top 15 brands, on an
average, the number of
followees is 1.1% of the number
of followers.
@CapitalOneSpark grew its
follower-base faster than all
other Banking and Finance
brands.

Uncovering the best of the smartphone sector
With the growth rate of 6.1%,
HTC USA enjoyed the highest
follower growth rate among the
top 15 brands
Among the top 15 brands,
@SamsungMobile replies the
slowest to customer tweets –
with an average of 41hrs, 1min,
55secs
On an average, top 15 brands take
513 minutes to reply to customer
tweets
Taking just 26mins,39secs on
an average,
@HuaweiDeviceUSA replies
fastest to their customer’s
tweets
Nokia Care was the most prolific
tweeter with 7,268 tweets
Of all tweets across the top 15
brands, 0.81% were Retweets
and 93% were Replies

SO
Understanding
Selected
Top Brands

Wells Fargo posted one inspirational quote every week in April and these tweets
were the retweeted the most when compared to the other campaigns it has ran this
year.
Wells Fargo - #QuoteoftheWeek
Date Range: 1st – 30th April, 2014

Visa posted 6 tweets with the hashtag #Everywhere which engaged the best with its
followers. #Everywhere was used 1,497 times by its followers in April.
Visa – Hashtag Analysis

Windows Phone’s tweets about its new personal digital assistant feature, Cortana
and the tweets welcoming Nokia employees into Microsoft were the most engaging
tweets in April.
Windows Phone – Engaging Campaigns
*Please see the Appendix to this report for a complete explanation of the Engagement score.

Uncovering the best of the retail sector
The average Retail YouTube
Channel from North America
added 475 subscribers in April.
The Average length of a video
in the Retail sector from North
America is 1min 57secs.
The Retail sector from North
America saw a subscriber growth
of 3.5%, but Adidas Football grew
faster than the rest at 9.7% .
The Retail sector from North
America saw a video views
growth of 4%, but Victoria’s
Secret grew faster than the rest
at 7.5%.
Barbie had uploaded 103
videos, the most amongst
Brands in the Retail sector in
April 2014.

Uncovering the best of the aviation sector
The average Aviation brand
added 151 subscribers on
YouTube in April.
The average length of a video in
the Aviation sector from North
America is 2mins 51secs.
The Aviation sector from North
America saw a views growth rate
of 2.9%, but JetBlue saw a view
growth rate of 19.1% higher than
the rest.
The average Aviation YouTube
channel from North America
added 67,975 views in April.
WestJet uploaded 15 videos,
the most in the Aviation sector
in April.

This video uploaded by Mattel follows two professionals who work at Barbie and set
up a 3-story Dream Townhouse.
Mattel – 3-Story Dream Townhouse
Mattel had a views
growth rate of 13.5%,
higher than the sector
average of 3.4%

In this video, American Airlines gives you a personal tour of the First Class Seat along
with a walkthrough of all the features and amenities available.
American Airlines – Airbus First Class Seat
The average length of a
video uploaded by
American Airlines is
2mins 38seconds. This
video is longer at 3mins
6secs.

Alaska Airlines
Date Range: April 1st-30th, 2014
Alaska Airlines saw its subscriber base grow at the rate of 5.7%, which is nearly
twice the sector average of 3.2%.

Uncovering the best of the insurance sector
57,518. That’s the number of
followers added by all
Insurance brands from North
America.
CoOportunity Health grew its
other Insurance brands from
North America.
Liberty Mutual Insurance added
the most number of career
updates (82) among all
America.
With 68.0 updates, Navigators
Insurance Brokers L had the
most updates among all
America.
Aksigorta had the most
engaging update in the entire
Insurance sector.
With 48 updates, UnitedHealth
Group had the most updates
among the top 15 Insurance
brands.

Uncovering the best of the personal care sector
followers added by all Personal
Care brands from North
America.
Clarins Group grew its follower-
base faster than all other
Personal Care brands from
North America.
Colgate Palmolive added the most
number of career updates (9)
among all Personal Care brands
from North America.
With 34 updates, AlwaysOn had
the most updates among
all Personal Care brands from
North America.
Nerium International had the
most engaging update in the
entire Personal Care sector.
followers the top 15 brands
from the Personal Care sector
added.

Four of six updates in April by Zurich was about cyber risks. In the month, they grew
their follower base at a rate 2.5x higher than the average brand from the Insurance
sector.
Zurich Insurance Company
Date Range: April 1st-30th, 2014

Despite updating its LinkedIn page only twice in April, Nerium’s posts received an
Engagement Score* of 772. The two posts engaged the best in the entire Personal
Care sector.
Nerium
*Please see the Appendix to this report for a complete explanation of the
Engagement Score.
Both updates from Nerium were themed
around the unveiling of a new product. Both
received 100 Likes and over 25 Comments.

Uncovering the best of the food & bev sector
StarKist has added pins at a
faster rate than all other Food
& Beverage brands.
With 164,136 repins, 'Pins We
<3' from Pillsbury had the
highest number of repins
among all the US Food &
Beverage brands.
NatureBox enjoyed the highest
follower growth rate among the
Top 15 Food & Beverage brands
The average Food & Beverage
brand from North America
added 326 followers in April.
NatureBox added the highest
number of followers.
The average Food & Beverage
brand added 63 pins in April.
Domino Sugar added the
highest number of pins.
NatureBox added pins at the
highest rate among the Top 15
Food & Beverage brands.

Uncovering the best of the home care sector
With a growth rate of 82%, Tide
Laundry Detergent grew its
other Home Care brands
With a growth rate of 16%, Trex
enjoyed the highest follower
growth rate among the Top 15
Home Care brands
With a growth rate of 5.8%, Ziploc
brand added pins at the highest
rate among the Top 15 Home Care
brands
Tide Laundry Detergent has
added pins at a faster rate than
all other Home Care brands
The average Home Care brand
added 90 pins in April. Pfister
Faucets added the highest
number of pins
The average Home Care brand
added 238 followers in April.
Pfister Faucets added the
highest number of followers

The brand’s most active owned boards* in April were ‘Bike’ and ‘Snow’. However, it
was their ‘Street Art’ board that saw the most Repins, and the highest ratio of Repins
per pin
Red Bull
*Owned boards are boards where only the brand has permission to upload pins
From this graph, it is
apparent that the
social media team at
Red Bull is active on
their Pinterest once
or twice a week.
Pinning more often
may increase their
engagement on the
platform.

The brand’s Duck Tape and the RDMAs highlight the dress made of Duck Tape that
was worn by Radio Disney’ star Maddy at the Radio Disney Music Awards. The board
gained 10,540 new followers in the time period analysed.
Duck Brand
The average Home Care
brand from North America
added 238 followers in the
time period analysed. Duck
Brand added almost three
times that number of
followers (838).
The brand had a higher
growth rate (4.9%) than the
median Home Care
Pinterest account from
North America (3.9%).

Uncovering the best of the luxury sector
Bottegaveneta grew its
other Luxury brands.
On an average, the brands
in the Luxury Sector from North
America, posted 139 videos and
3,157 images.
Among the media posted by
brands in the Luxury Sector, the
engagement score of photo posts
(682) was better than that of video
posts (601).
With 190 posts, brian_atwood
published the most number of
media among all Luxury brands
from North America.
With a growth rate of 25%, Dior
Official enjoyed the highest
growth rate among the top 15
brands in the Luxury sector.
Among all the photo posts
by Luxury sector brands,
the Toaster filter type had the
best engagement.

Uncovering the best of Instagram
Traveloregon grew its follower-
base faster than all other Travel &
Tourism brands
With 128 posts, Discover America
published the most number of
media among all Travel &
Tourism brands
On an average, the brands in Travel &
Tourism Sector from North America,
posted 45 videos and 886 images.
Among the media posted by brands
in Travel & Tourism Sector, the
engagement score of photo posts
was better than that of video posts
With a growth rate
of 100%, Traveloregon enjoyed the
highest growth rate among the 15
brands in the Travel &
Tourism sector.
Among all the photo posts
by Travel & Tourism sector brands,
the Skyline filter type had the best
engagement.
To discover more insights like these, send us an email and we’ll
get you started on a free trial of Unmetric.
Understanding
Selected
Top Brands

Dior ran the #DiorBTS campaign of various social network with different themes.
The campaign showcased exclusive behind the scene activity from award shows, ad
shoots and various other events.
Dior - Behind The Scenes
Dior uploaded five images with the hashtag
#DiorBTS. The series showcased Dior’s
iconic fragrances. The brand experienced a
follower growth rate of 25% in this period.

Mammoth Mountain took advantage of the hashtag #MammothStories to share
interesting stories that happen on location.
Mammoth Stories
*Please see the Appendix to this report for a complete explanation of the
Engagement Score.
The brand added 40 updates
with the hashtag
#MammothStories. These
garnered a collective
Engagement Score* of 835
which is higher than the
average engagement of the
brand (829) and of the sector
(733).

The Unmetric Score has two components - the Audience Strength and the
Engagement Score. The Audience strength represents the size (share of
market, presence) of the brand within the social network, and the
Engagement score represents the brand’s engagement with customers
(interaction, velocity). These components are built from a number of
underlying metrics including (but not limited to) Total Fans, People Talking
About, Engagement of brand, Sentiment of posts, Number of Admin Posts,
Fan Growth rate for Facebook. These metrics are run through a number of
statistical filters (normalizing across the sector, normalizing variances
between metrics, outlier filtering, weighted averaging etc) to produce a
single benchmarkable score.
The number is normalized to give brands a score between 0 and 100.
Hypothetically, the best performing brand within the sector is assigned a
score of 100. All other brands within the sector are scored relative to this.
The scores are unique to each sector and cannot be compared. A score of
80 in the Aviation industry is different from a score of 80 in the Banking
industry.
Unmetric Score

Formula
Facebook Engagement Score Formula
( No. of Likes + x × No. of Comments + y × No. of Shares ) × 10000
____________________________________________________________
Audience Reception Rate
Twitter Engagement Score Formula
( No. of Favorites + x × No. of Replies + y × No. of Retweets ) × 10000
____________________________________________________________
LinkedIn Engagement Score Formula
( No. of Likes + x × No. of Comments ) × 10000
____________________________________________________________
Engagement is the measure of audience responses to a brand's content and
activity on a social network.
To calculate the engagement score, we weigh audience interactions on brand
content such as Likes, Comments, Shares or Favorites, Replies and Retweets
based on their importance. We then divide their weighted sum by our
estimate of the number of brand fans and followers who actively receive and
view such content.
Engagement Score
The default Unmetric values for x and y are 5 and 10
respectively.

The Audience Reception Rate (ARR) is the Unmetric estimate of the
number of brand fans/followers who stand to actively receive and
view a brand's content.. The formula you see below calculates the
Audience Reception Rate as a function of the number of brand
fans/followers raised to a fixed power value of 0.8.
Audience Reception Rate = (Fans or Followers) 0.8
Engagement ScoreAudience Reception Rate

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Social Media Shakedown of Top Brands in April 2014

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