Social Media Shakedown of Top Brands in December 2013
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The document presents an analysis of top brands' social media performance in December 2013 using data from the Unmetric platform. It highlights significant fan growth for brands on Facebook, engagement metrics for campaigns on Twitter, and video views on YouTube, with notable case studies including Reese's, Mary Kay, and Turkish Airlines. The report serves as a benchmark for brands to evaluate their social media strategies and effectiveness.
Social Media Shakedown of Top Brands in December 2013
- 1. Social Media Shakedown of Top Brands in December 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 6,000,000 Added more than 5.6 Million Fans 5,695,591 5,000,000 4,000,000 3,000,000 2,205,709 2,145,444 2,140,974 2,000,000 1,694,726 1,274,053 1,084,451 1,000,000 959,152 932,583 849,204 Western Digital Samsung Mobile Cornetto - Doritos December 2013 NIVEA Pepsi Facebook Coca-Cola Turkish Airlines Keurig
- 5. Brands with the Highest Fan Growth Rate experienced an impressive fan growth rate of 232% 250% 232% 198.30% 200% 187.80% 183.60% 179.30% 156.40% 150% 154.60% 145.80% 124.30% 122.90% 100% 50% 0% Pulsar Watches December 2013 Molina Microsoft for Elements Utz Snacks Healthcare Work Therapeutic Massage OZY American Dubble Turkish Heritage Bubble Airlines USA Chocolate Bubble Gum The Neat Company
- 6. Sector Leaders in the United States (Based on the Unmetric Score for Facebook) Sector Brand Sector Automotive Food & Beverages Aviation Hospitality Banking Insurance Beverages – Alcohol Luxury Consumer Electronics Home Appliances December 2013 Brand
- 7. Sector Leaders in the United States (Based on the Unmetric Score for Facebook) Sector Brand Sector Home Care Retail Chains Mobile & Handhelds Sports Personal Care Technology Restaurant & Cafe Telecom Services Retail Travel December 2013 Brand
- 8. A Closer Look at Selected Top Brands
- 9. Reese’s – Fan Engagement In December, Reese’s posted lots of updates with recipes featuring Reese’s Peanut Butter Cups, and these posts engaged well with their fans. As a result, Reese’s garnered an average engagement score of 184, which was more than 5 times the sector average of 34.
- 10. Mary Kay – Gorgeous Greeting Giveaway Mary Kay ran the ‘Gorgeous Greeting Giveaway’ contest in December asking its fans to comment for a chance to win a Mary Kay product. The posts around the giveaway generated lots of buzz for the brand. The Gorgeous Greeting Giveaway posts received an average engagement score of 334, whereas the brand’s overall average engagement score was just 276. Mary Kay’s average engagement score for December was more than 9 times the sector average.
- 11. Walmart – Content Strategy Out of Walmart’s 210 Admin posts on its Facebook page in December, the posts around ‘Questions to Fans’ engaged the best with its fans whereas the brand focused on posting more Store-specific updates. Posts that contained videos engaged the best but the posts that contained Photos were the most common type posts by Walmart
- 12. ANALYSIS OF BRANDS ON TWITTER SO Followers, Customer Service Metrics, Campaigns, etc...
- 13. Brands that Gained the Most New Followers added 874K new Followers on Twitter 1,000,000 900,000 873,934 800,000 696,836 700,000 595,570 600,000 563,873 551,621 530,855 500,000 402,627 400,000 390,569 352,770 275,712 300,000 200,000 100,000 - YouTube December 2013 Vine Samsung Mobile Instagram Twitter CNN Breaking News ESPN Android Ellen Google Play DeGeneres
- 14. Brands that Tweeted the Most News brands have been the most prolific tweeters 7,000 6,503 6,000 5,000 4,000 2,848 3,000 2,752 2,745 2,519 2,411 2,192 2,104 1,991 1,985 WCPO The Associated Press E! Online Forbes 2,000 1,000 - Huffington NBC10 The Boston Post Philadelphia Globe December 2013 Slate NBC Los Angeles The Guardian
- 15. Sector Leaders in the United States (Based on the Unmetric Score for Twitter) Sector Brand Sector Automotive Food & Beverages Aviation Hospitality Banking Insurance Beverages – Alcohol Luxury Consumer Electronics Home Appliances December 2013 Brand
- 16. Sector Leaders in the United States (Based on the Unmetric Score for Twitter) Sector Brand Sector Home Care Retail Chains Mobile & Handhelds Sports Personal Care Technology Restaurant & Cafe Telecom Services Retail Travel December 2013 Brand
- 17. A Closer Look at Selected Top Brands SO
- 18. Keurig - #TwelveDaysOfKeurig Keurig celebrated the holidays with the ‘Twelve Days of Keurig’ Campaign and gave away one gift per day between December 1st and 12th. The campaign engaged best with its followers and the hashtag #TwelveDaysOfKeurig was the most engaging hashtag with an engagement score of 758. Keurig’s average engagement score peaked between December 1st and 12th. Keurig’s overall Twitter average engagement score was 380 in December, while the Home Appliance sector average was just 137.
- 19. Michael Kors - #StyleTip Michael Kors’ ‘Style Tips’ tweets generated lots of buzz for the brand in December and #StyleTip was one of the most engaging hashtags for the brand with an engagement score of 258 #StyleTip was the most used hashtag by the brand and its followers.
- 20. McDonalds - #winatmcds McDonalds gave away Xbox One consoles in a Twitter contest between December 3rd and 23rd . The contest generated lots of buzz for the brand on Twitter in December. #winatmcds was tweeted more than 7,200 times by its followers. The number of tweets with the hashtags #winatmcds and #xboxone peaked when the contest was announced on December 3rd.
- 21. Victoria’s Secret – #vsfashionshow Victoria’s Secret did a live coverage of the VS Fashion Show on CBS on the 10th December and also ran a Twitter contest along with it. Tweets around the VS Fashion Show engaged the best with its followers. The overall average engagement score for the brand was 259, which is 3 times the sector average of 84. The number of mentions of @VictoriasSecret and the hashtag #vsfashionshow peaked on the 10th December, when the VS Fashion went live on TV.
- 22. ANALYSIS OF BRANDS ON YOUTUBE SO Views, Shares, Uploads, Top Video, etc...
- 23. Brands with the Most New Views 160,000,000 140,000,000 added an incredible 138 million views mostly from a single video 138,680,909 120,000,000 117,367,038 100,000,000 87,227,768 80,000,000 79,285,840 72,767,535 62,879,584 60,000,000 40,000,000 20,000,000 - December 2013 53,460,184 46,516,849 43,471,018 42,990,926
- 24. Top Videos of the Month Turkish Airlines – Kobe Vs Messi: Selfie Shootout YouTube Rewind – What Does 2013 Say? WestJet Christmas Miracle: real-time giving December 2013 Amazon – Prime Air
- 25. Sector Leaders in the United States (Based on the Unmetric Score for YouTube) Sector Brand Sector Automotive Food & Beverages Aviation Hospitality Banking Insurance Beverages – Alcohol Luxury Consumer Electronics Home Appliances December 2013 Brand
- 26. Sector Leaders in the United States (Based on the Unmetric Score for YouTube) Sector Brand Sector Home Care Retail Chains Mobile & Handhelds Sports Personal Care Technology Restaurant & Cafe Telecom Services Retail Travel December 2013 Brand
- 27. A Closer Look at Selected Top Brands SO
- 28. Turkish Airlines – Kobe Vs Messi: Selfie Shootout Turkish Airlines’ video on the ‘Selfie Shootout’ between Kobe and Messi was the most watched brand video in December with more than 135 million views. Video Views Growth
- 29. YouTube Rewind: What Does 2013 Say? YouTube’s mashup of popular moment of 2013 garnered more than 72 million views in December. Video Views Growth
- 30. WestJet Christmas Miracle: real-time giving WestJet’s Christmas Miracle video was the most viewed video on its channel in December with more than 34 million views Video Views Growth
- 31. Amazon Prime Air The video on Amazon’s new delivery system ‘Prime Air’ was viewed more than 13 million times in December. Video Views Growth
- 32. THANK YOU Please contact us at [email protected] for more information About Unmetric : 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.