brandwatch soconbuzz presentation

Brand Engagement on Twitter and Facebook

BRYAN TOOKEY: [email protected] | Tel: +44 (0)1273 234 601

June 2012

Purpose of this masterclass

© 2012 Brandwatch | www.brandwatch.com 2

• Provide you with a benchmark for how often and what type of engagement is standard for a ‘social brand’ on twitter and facebook

A note on where this data comes from


• Data comes from Brandwatch (that is what we do)

• Some data from Brandwatch work for Headstream Social Brands Top 100 long list of 250+ companies (“SB100”)

• Additional data from 250 leading consumer brands (“data set 2”)

• Both sets c. 50:50 split between UK and US


Twitter

Most corporate accounts tweeted between 2 and 10 times a day; average was 8 (SB100 data)


• @xboxsupport was the account that tweeted over 1,000 times per day on average – no other accounts tweeted more than 500 times per day.

• 22 accounts tweeted once or less per day.

22

130

77

147

0 1

Number of accounts

Tweets per day (avg.)

The top twitter accounts are either v social or Telcos or rail companies or weird (SB100 data)


• Top 10 accounts that tweeted most per day on average:

Brand name Twitter name Avg. tweets per dayXbox @XboxSupport 1,014BT @BTCare 316O2 @O2 227London Midland @LondonMidland 173The Comfy Train @thecomfytrain 173Royal Mail @RoyalMail 119Brays Cottage Pork Pies @Brays_Cottage 106Orange @OrangeHelpers 106Gower Cottage Brownies @gowercottage 92National Rail Enquiries @nationalrailenq 88

7

Brands that do not use Twitter include Apple and 3 Mobile (SB100 data)

© 2012 Brandwatch | www.brandwatch.com

Brand (Lack of) Activity

Aldi Never tweeted

Apple No Account

Boots No Account

Borders No Account

Burton No Account

Circuit city Very Infrequent updates

Freedom2surf No Account

Primark No Account

Prudential Never tweeted

Southern Water Never tweeted

3 Mobile Never tweeted

8© 2012 Brandwatch | www.brandwatch.com

• In 2011, half of the monitored brands tweeted fewer than 19 times per week. In 2012, half tweeted fewer than 7 times per week

Never 0-

12-

910

-4950

-99

100-

199

200-

1000

>100

0

11%9%

12%

28%

18%

12%8%

1%

2011

Never 0-

12-

910

-4950

-99

100-

199

200-

1000

>100

0

5%

22%25%

19%

10%8%10%

2%

2012

Brand accounts are tweeting less frequently on average, than they were in 2011 (data set 2)

9

The majority of Brands use a Twitter account for both broadcast and engagement (data set 2)


75% BOTH BROADCAST AND ENGAGEMENT

9% NO ACCOUNT OR ACTIVITY

13% BROADCAST ONLY

3% ENGAGEMENT ONLY

10

Corporate accounts do not engage on every type of tweet they receive (data set 2)


DOES THE COMPANY RESPOND TO…

CompanyGeneral news/PR

Direct requests

Possible responses

General abuse

General praise

Phone co. Yes 85% 0% 25% 100%

Airline Yes 60% 10% 50% 35%

High St retailer (1)

Yes 0% 0% 0% 0%

High St retailer (2)

Yes 100% 35% 20% 50%

Bank Yes 0% 10% 0% 0%

Other tweeters generally don’t retweet corporate tweets, with some exceptions (SB100 data)


• The av number of retweets per corporate tweet was only 1

• Below are the top 10 most retweeted accounts:

Brand name Twitter name Avg. number of retweets per tweet

The Ellen Show @theellenshow 1,147Tetley @tetley_teafolk 412The Economist @theeconomist 99BBC breaking @BBCbreaking 96Google @google 71Samsung Mobile @samsungmobile 61TOMS @TOMS 41Red Bull @redbull 38Marmite @thisismarmite 38Manchester City Football Club @mcfc 35

12

More and more brands have made the decision to use more than one Twitter account (data set 2)


• The proportion of brands using multiple accounts has increased five-fold.

• The majority of Brands still use just one account, but this figure is shrinking

2011 20129% NO ACCOUNT

OR ACTIVITY

35% MULTIPLE ACCOUNTS

56% ONE ACCOUNT

16% NO ACCOUNT OR ACTIVITY

7% MULTIPLE ACCOUNTS

77% ONE ACCOUNT

Corporate accounts are mentioned a lot more than they mention themselves (SB100 data)


• 2 accounts were mentioned over 5,000 times per day

• 13 accounts were mentioned once or less per day, including Tropicana, Castello Cheese and Holywell Spring Water

10 or less11 to 50

51 to 100

101 to 500

501 to 1,000

1,001 to 5,000

Over 5,000

63

80

34

58

311

2

Number of accounts

Mentions per day (avg.)

The majority of brands took between 1 and 6 hours to reply to tweets (SB100 data)


• Average time to respond to tweets was 3 hours 37 minutes

Never

10 minutes or less

Up to an hour

1 to 6 hours

6 to 12 hours

12 to 24 hours

1 to 2 days

More than 2 days

2113

37

93

3833

10 6

Number of accounts

Average time taken to reply

15

Most brands use the Twitter web interface or Hootsuite (data set 2)


Web Inter-face

Hootsuite Tweetdeck CoTweet Twitterfeed Other

138

117

52

31

7

141

Other tools includes custom clients, no other tool was used by more than 3 brands.

16

TweetDeck and CoTweet use has fallen leaving HootSuite as the clear leading desktop client (data set 2)


Client 2011 Share 2012 ShareChange in

ShareGrowth

Web Interface 26% 28% +2% +9%

HootSuite 16% 24% +8% +53%

TweetDeck 19% 11% -8% -42%

CoTweet 16% 6% -10% -60%

Twitterfeed 1% 1% +0% +1%

Other 22% 29% +7% +31%

• The Twitter web interface remains the most common way for brands to use Twitter.

17

Of the brands who used a single tool in 2011, two-thirds were using a different tool in 2012 (data set 2)


41% DID NOT CHANGE TOOL

59% CHANGED TOOL

18

Facebook


19

Even for social brands, Facebook fan pages are not yet hotbeds of inaction (SB100 data)


For an average social brand, how many...

Average performance

...people “like” their facebook page? 40,000

...people were “talking about” their facebook page per month

800

...posts did the brand make per day 1

...posts did users make on their facebook page per day

2

...comments did users make on a brand post

14

...“likes” for every post the brand made 32

...posts did the brand respond to? 21%

The majority of Facebook pages had significantly fewer people ‘talking about them’ than page likes


• There is not a strong correlation between the number of page likes and the number of those ‘talking about’ it.

89

17

61

28

100 0

23

7

4455

43

1122

Talking aboutPage likes

Number of ‘Talking about’/Page likes

Nu

mb

er o

f b

ran

d p

ages

The majority of brands posted on their own page once or less per day on average (SB100 data)


• Most pages also received one or less posts by users per day.

• The number of user posts does not appear to be significantly impacted by the number of brand posts.

1 or less2 to 10

11 to 5051 to 100

101 to 500

501 to 1,000

Over 1,000

103 99

4 0 0 0 0

80 73

33

8 91 2

Brand posts

User posts

Avg. posts per day

Nu

mb

er o

f p

ages

Brand posts were rarely shared and received few comments and likes (SB100 data)


• The majority of brand posts were only shared once or not at all.

• Brand posts tended to, on average, receive 11 to 50 comments and between 2 and 10 likes.

1 or less2 to 10

11 to 5051 to 100

101 to 500

501 to 1,000

1,001 to 5,0000

20

40

60

80

100Likes

Comments

Shares

Average per brand post

Nu

mb

er o

f b

ran

d p

ages

Never responded1 to 10%

11 to 25%26 to 50%

51 to 75%

76% to 100

16%

27%

17%21%

15%

4%

Number of pages

Total user posts responded to

Fac

ebo

ok

pag

es (

%)

8

On average, brands only responded to 20% of posts on their facebook pages (SB100 data)


• 16% of brands never responded to user posts.

24

FOR MORE INFO


EMAIL: [email protected]

WEB: http://www.brandwatch.com

TWITTER: @brandwatch

PHONE:UK: +44 (0)1273 234 290US: +1 212 229 2240Germany: +49 (0)711 912 442 04

FAX: UK: +44 (0)1273 234 291

DOCUMENT LIMITATIONThe information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions.

Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 38980534th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom

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