Brands leveraged wish lists and dreams come true contests in the build up to the holidays to win fans and build engagement, but surely Audi took the prize by offering followers the chance to drive an R8. American Airlines continues to set the benchmark for customer service on Twitter, leaving competitors struggling to catch up and November will forever be remembered as the month of the Epic Split.

1. Social Media Shakedown of Top Brands in November 2013
analyzed by

2. The Unmetric Platform
Unmetric monitors over 10,000 brands
across 30 sectors and geographies.
We analyze data from:
Some of our clients across the globe:

3. ANALYSIS OF
BRANDS ON
FACEBOOK
SO
Fans, Conversations, Engagement,
Campaigns, etc...

4. Brands that Gained the Most New Fans
12,000,000
Added more than 9.9 Million Fans
10,000,000
9,980,197
8,000,000
6,637,150
6,000,000
4,105,475
4,000,000
2,282,361
1,590,696
2,000,000
1,568,937
1,562,244
Knorr
Viber
Coca-Cola
1,497,333
1,458,267
1,264,443
-
Facebook
November 2013
Country
Outfitter
The Daily
Show
Christian
Louboutin
Playboy Walt Disney Samsung
Studios
Mobile

5. Brands with the Highest Fan Growth Rate
700%
600%
experienced an impressive fan growth rate of 592%
592%
499%
500%
468%
400%
359%
326%
300%
271%
245%
191%
200%
175%
171%
American
Heritage
Chocolate
Personal
Creations
100%
0%
Philips TV DAVID SeedsONE Coconut ETS Global
Water
November 2013
M&T Bank
FLOWER
Beauty
Papa's Pilar Geometry
Global

6. Most Engaging Posts Across All Sectors
Engagement Score: 9.149
Engagement Score: 6,838
November 2013
Engagement Score: 8,168
Engagement Score: 6,438

7. Sector Leaders in the United States
(Based on the Unmetric Score for Facebook)
Sector
Brand
Sector
Automotive
Education
Aviation
Food & Beverages
Banking
Hospitality
Beverages – Alcohol
Insurance
Consumer Electronics
Luxury
November 2013
Brand

8. Sector Leaders in the United States
(Based on the Unmetric Score for Facebook)
Sector
Brand
Sector
Television
Retail Chains
Mobile & Handhelds
Sports
Personal Care
Technology
Restaurant & Cafe
Telecom Services
Retail
Travel
November 2013
Brand

9. A Closer Look at
Selected Top
Brands

10. Michael Kors – Content Strategy
Michael Kors focused its Facebook content strategy on posting updates about its products and these
updates engaged well with its fans.
Michael Kors saw an average engagement
score of 280, which is almost three times the
sector average of 100.

11. T-Mobile – #HintHint
T-Mobile’s #HintHint campaign, which asks its fans to create and share their wish list for a
chance to win a $1,750 T-Mobile promotional card, engaged the best with its fans on
Facebook in November.
The number of fans talking about the brand
peaked when the posts about the #HintHint
campaign was posted.
As a result, T-Mobile garnered an overall average
engagement score of 153, which is 4 times the
sector average of 38.

12. Aéropostale – #WishForIt
Aéropostale asked its fans to use the hashtag #WishForIt to post what they are wishing for and the brand
granted one wish every day. These posts generated lots of buzz for the brand in November.
The #WishForIt related posts engaged better with
an average engagement score of 134 against 36
posts, whereas the overall average engagement
score for the brand was just 106.
Aéropostale’s average engagement score in November was
106, which was more than 3 times the sector average of 33.

13. ANALYSIS OF
BRANDS ON
TWITTER
SO
Followers, Customer Service Metrics,
Campaigns, etc...

14. Brands that Gained the Most New Followers
1,400,000
added 1.3 million new Followers on Twitter
1,307,997
1,219,982
1,200,000
1,000,000
806,176
800,000
602,194
600,000
546,095
487,180
452,123
419,364
400,000
394,978
394,005
Facebook
CHANEL
200,000
-
YouTube
November 2013
Twitter
Instagram
Ellen
DeGeneres
Samsung
Mobile
CNN
Breaking
News
Android
Starbucks
Coffee

15. Brands that Tweeted the Most
News brands have been the most prolific tweeters
9,000
8,000
7,622
7,000
6,000
5,000
4,000
3,367
2,821
3,000
2,784
2,685
2,340
2,302
2,284
2,132
2,089
Al Jazeera
English
TheStreet
7NEWS
Denver
Channel
WCPO
Cincinnati
NBC Los
Angeles
2,000
1,000
-
Huffington
Post
November 2013
Business
NBC10
The Boston
Insider Philadelphia Globe
Slate

16. Sector Leaders in the United States
(Based on the Unmetric Score for Twitter)
Sector
Brand
Sector
Automotive
Education
Aviation
Food & Beverages
Banking
Hospitality
Beverages – Alcohol
Insurance
Consumer Electronics
Luxury
November 2013
Brand

17. Sector Leaders in the United States
(Based on the Unmetric Score for Twitter)
Sector
Brand
Sector
Television
Retail Chains
Mobile & Handhelds
Sports
Personal Care
Technology
Restaurant & Cafe
Telecom Services
Retail
Travel
November 2013
Brand

18. A Closer Look at
Selected Top
Brands
SO

19. Audi - #WantAnR8
Audi ran a Twitter contest in November asking fans to create their own love letters to the R8 model using footage
and music provided by the brand. All for the chance to drive an R8 for a day. Tweets around the contest engaged
the best with its followers.
#WantAnR8 became the most used hashtag by
the brand and its followers and the hashtag saw
an engagement score of 364.

20. Whole Foods Market - #WFMHoliday
Whole Foods Market used #WFMHoliday to promoted its ‘Holiday Cheat Sheet’ microsite which consists of
holiday tips, tricks and recipes. These tweets engaged the best with its followers in November.
#WFMHoliday was the most used
hashtag. It was used 391 times by the
brand and 3,743 times by its
followers.

21. New York Life - #KeepGoodGoing Holiday Chat
New York Life and Shorty Awards conducted a #KeepGoodGoing Holiday Twitter chat on the 25th November and gave
away three $100 Target gift cards at random during the chat. Tweets around the chat generated lots of buzz for the
brand.
#KeepGoodGoing was the most used by the brand
and its followers. It was also the most engaging
hashtag for the brand with an engagement score of
132.
The mentions of @NewYorkLife peaked on the
25th November – the day of #KeepGoodGoing
Twitter chat

22. Walt Disney World – #VeryMerry Christmas Party
Walt Disney World ran the ‘Mickey’s Very Merry Christmas Party Tweet and Win’ sweepstakes between 4th and the
7th November. #VeryMerry was the most used and most engaging hashtag for the brand in November.
Usage of the hashtag, #VeryMerry peaked
during the sweepstakes’ entry period with more
than 4,000 mentions on the 4th November.
Tweets around Mickey’s Very Merry Christmas
party sweepstakes saw high engagement with an
average engagement score of 489.

23. American Airlines – Customer Service
American Airlines replied to an astounding 30,474 customer queries on Twitter within a jaw-dropping average
response time of 12 minutes in November.
American Airlines replied to the most
number of queries in the shortest time
when compared to the other top US
airlines.
American Airlines responded to
76.5% of the mentions which is
more than twice the sector
average of 34%

24. ANALYSIS OF
BRANDS ON
YOUTUBE
SO
Views, Shares, Uploads, Top Video, etc...

25. Brands with the Most New Views
added an incredible 83 million views
90,000,000
83,299,053
80,000,000
70,000,000
60,000,000
50,000,000
40,000,000
30,000,000
20,000,000
10,000,000
-
November 2013
75,340,262
69,169,053
57,662,918
53,322,209
50,784,293
50,400,494
43,474,897
33,197,887
28,748,369

26. Top Videos of the Month
Volvo Trucks – The Epic Split feat. Van Damme
Louis Vuitton – L ’Invitation au Voyage
Kmart – Show Your Joe
John Lewis – The Bear & The Hare
November 2013

27. Sector Leaders in the United States
(Based on the Unmetric Score for YouTube)
Sector
Brand
Sector
Automotive
Education
Aviation
Food & Beverages
Banking
Hospitality
Beverages – Alcohol
Insurance
Consumer Electronics
Luxury
November 2013
Brand

28. Sector Leaders in the United States
(Based on the Unmetric Score for YouTube)
Sector
Brand
Sector
Television
Retail Chains
Mobile & Handhelds
Sports
Personal Care
Technology
Restaurant & Cafe
Telecom Services
Retail
Travel
November 2013
Brand

29. A Closer Look at
Selected Top
Brands
SO

30. Volvo Trucks – The Epic Split feat. Van Damme
Volvo Trucks’ video featuring Van Damme doing the epic
split garnered more than 55 million views within just 15
days of its release to become the top brand video in
November.
Video Views Growth

31. Louis Vuitton – L ’Invitation au Voyage
Louis Vuitton’s ‘L’ Invitation au Voyage’ video was the
most watched video on its channel in November with
more than 33 million views.
Video Views Growth

32. Kmart – Show Your Joe
Kmart’s ‘Show Your Joe’ garnered more than 15 million
views to become the top video on its channel in
November.
Video Views Growth

33. John Lewis – The Bear & The Hare
John Lewis’ Christmas advert ‘The Bear & The Hare’ was
the most watched videos on its channel in November
with more than 9 million views.
Video Views Growth

34. THANK YOU
Please contact us at
info@unmetric.com
for more information
About Unmetric :
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