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A Study of Top Brands Across 13 Verticals

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A Study of Top Brands Across 13 Verticals


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Overview + Methodology Interbrand 100 Global Brands on Facebook including the following industry verticals: Media Alcohol Technology Automotive Retail Electronics Luxury Apparel Financial Services FMCG Restaurants Diversified Transportation #SocialAnalytics Data Analyzed in This Study 11,522 posts by 96 brands during Q1 2015 1,172,091,468 total fans 13,849 brand responses to 55,773 community posts and 160,681 comments


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3 Vertical Comparisons


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4 15% - Increase in Interbrand 100’s overall engagement per post 247% - Increase in engagement for sporting goods brands Adidas and Nike <1% - Fan growth for business services & restaurants – highest overall Media Vertical Smashes Engagement, Business Services Fan Growth #SocialAnalytics


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5 2,467 - Number of times retail brands responded to Facebook users in Q1 1 - Number of times sporting goods brands responded 4 - Average response time (hours) for electronics brands Retail and Automotive Respond Most, Electronics and Media Fastest #SocialAnalytics


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6 16% - Decrease in posting for media brands in Q1 2015 32,364,787 - Total engagement for media brands in Q1 2015 2,275 - Number of posts from MTV (the highest of any media brand) Media Brands #SocialAnalytics


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7 40% - Decrease in posting in Q1 2015 861% - Increase in engagement on statuses 543% - Increase in engagement on videos 74% - Increase in comments Alcohol Brands #SocialAnalytics


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8 Vertical Close-Ups


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9 32% - Decrease in posting 355% - Increase in comments during Q1 2015 116% - Increase in Likes during Q1 2015 1,901% - Increase in shares during Q1 2015 Budweiser Highlight: Stats #SocialAnalytics Budweiser’s most engaging post in Q1 2015 was this video, which received over 30 million views, 687,606 Likes, 43,999 comments, and over 1 million shares.


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10 • Longer videos that pulled at the heart strings and suavely avoided the sales pitch • Shorter videos that used humor to grab shares and attention • Content that activated Budweiser’s fiercely loyal fan base to show their love—and brand response that kept the momentum going Budweiser Highlight: Top Tactics #SocialAnalytics Budweiser’s third most engaging post in Q1 2015 was this post, which received 84,000 Likes, 2,254 comments, and 3,252 shares.


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11 9% - Increase in posting in Q1 2015 4% - Decrease in comments 8% - Increase in Likes 51% - Increase in shares Technology Brands #SocialAnalytics


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12 0% - Increase in posting in Q1 2015 37% - Increase in comments on brand posts 30% - Increase in Likes 151% - Increase in shares Automotive Brands #SocialAnalytics


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13 113% - Increase in posting during Q1 2015 167% - Increase in comments 152% - Increase in Likes 602% - Increase in shares BMW Highlight: Stats #SocialAnalytics


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14 • Gratitude towards fans • Facebook photo albums • Announcement of presence on another social network • Pairing a beautiful product with beautiful scenery • Interior dashboard shots BMW Highlight: Top Tactics #SocialAnalytics BMW’s most engaging post in Q1 2015 was this photo montage, which received 515,374 Likes, 7,468 comments, and 75,547 shares.


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15 27% - Decrease in brand posts in Q1 2015 13% - Increase in video posts 154% - Increase in engagement on video posts 211% - Increase in engagement on links Retail Brands #SocialAnalytics


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16 13% - Decrease in brand posts in Q1 2015 4% - Increase in video posts 35% - Increase in engagement on link posts 9% - Decrease in comments Electronics Brands #SocialAnalytics


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17 16% - Increase in brand posts in Q1 2015 43% - Increase in video posts 191% - Increase in engagement on link posts 61% - Decrease in comments on brand posts Luxury Brands #SocialAnalytics


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18 2% - Decrease in brand posts in Q1 2015 28% - Increase in engagement on link posts 19% - Decrease in comments 24% - Decrease in total engagement Financial Services Brands #SocialAnalytics


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19 12% - Decrease in brand posts in Q1 2015 10% - Increase in videos posted 95% - Increase in engagement on link posts 29% - Decrease in comments on brand posts Transportation Brands #SocialAnalytics


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20 24% - Increase in brand posts in Q1 2015 65% - Increase in video posts 177% - Increase in shares on link posts 35% - Decrease in comments Restaurant Brands #SocialAnalytics


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21 104% - Increase in posts in Q1 2015 54% - Increase in shares 429% - Increase in video posts 94% - Increase in video comments 9,906% - Increase in video shares McDonald’s Highlight: Stats #SocialAnalytics McDonald’s most engaging post in Q1 2015 was this video, which received 153,326 views, 52 comments, and 1,372 shares


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22 • Building on excitement around popular holidays • Showcasing photos of sweet treats • Posting more frequently • Enacting large campaigns with the intention of directing Facebook users to external resources McDonald’s Highlight: Top Tactics #SocialAnalytics McDonald’s second most engaging post in Q1 2015 was this one, which received 2,220 Likes, 53 comments, and 39 shares.


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23 12% - Decrease in brand posts in Q1 2015 117% - Increase in video posts 250% - Increase in shares on brand status posts 211% - Increase in shares on brand video posts FMCG (Fast-Moving Consumer Goods) Brands #SocialAnalytics


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24 1% - Decrease in brand posts in Q1 2015 41% - Increase in comments on video posts 106% - Increase in Likes on video posts 100% - Increase in shares on video posts Diversified Brands #SocialAnalytics


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25 124% - Increase in brand posts in Q1 2015 232% - Increase in comments in Q1 2015 516% - Increase in Likes in Q1 2015 618% - Increase in shares in Q1 2015 520% - Total increase in engagement in Q1 2015 3M Highlight: Stats #SocialAnalytics 3M’s most engaging post in Q1 2015 was this video, which received 2,329,517 views, 15,710 Likes, 255 comments, and 1,198 shares.


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26 • Visually stunning, science-based videos which suavely avoid the sales pitch • Building on the momentum of popular events like SXSW • Partnering with socially super-successful brands like MTV 3M Highlight: Top Tactics #SocialAnalytics 3M’s second most engaging post in Q1 2015 was this one, which received 2,532 Likes, 6 comments, and 18 shares.


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27 33% - Decrease in brand posts in Q1 2015 39% - Decrease in comments in Q1 2015 10% - Decrease in Likes in Q1 2015 26% - Decrease in shares in Q1 2015 Apparel Brands #SocialAnalytics


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28 Simply Measured is the most complete social analytics solution, empowering marketers with unmatched access to their social data to more clearly define their social strategy and to optimize their tactics for maximum impact. About Simply Measured Click here to download the full 2015 Facebook Industry Report Find out more about what top brands in the media, alcohol, technology, automotive, retail, electronics, luxury, financial services, transportation, restaurants, FMCG, diversified, and apparel industries are doing on Facebook. #SocialAnalytics


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