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This report analyses Facebook and Twitter activity across 10 digital agency brands in Europe.
Digital Agency Brands Europe
Facebook Fan growth
Jan '15 Feb '15 Mar '15 Apr '15
0
10,000
20,000
30,000
-10,000
DDB° ParisLeo Burnett MadridJWT EspañaZenithOptimediaWieden+Kennedy Amste...Saatchi & Saatchi It...DigitasLBi UKBBDO GermanyMcCann Erickson Prag...Publicis BXL
Very steady growth from all brands, dips are from Faceook's purge of zombie accounts. No spikes in growth mean that a
cleverly placed Page promotion activity could draw more Fans, more eyes to see your work and your clients!
Facebook: A snapshot of brand activity so far this year.
Name Fan's/Follower's Fan's/Follower's change Admin
Posts
Interactions
DDB° Paris 24 480 2 088 (8.53 %)
photos: 20
links: 22
statuses: 0
Total: 42
likes: 1978
comments: 68
shares: 237
Total: 2283
Leo Burnett Madrid 20 849 698 (3.35 %)
photos: 15
links: 3
statuses: 0
Total: 18
likes: 1173
comments: 63
shares: 59
Total: 1295
JWT España 7 195 246 (3.42 %)
links: 30
photos: 7
videos: 1
Total: 38
likes: 367
comments: 23
shares: 45
Total: 435
ZenithOptimedia 6 607 256 (3.87 %)
links: 1
photos: 6
Total: 7
likes: 40
comments: 2
shares: 16
Total: 58
Wieden+Kennedy Amsterdam 5 324 602 (11.31 %)
statuses: 1
links: 32
photos: 20
videos: 8
Total: 61
likes: 1216
comments: 67
shares: 240
Total: 1523
Saatchi & Saatchi Italy 3 721 215 (5.78 %)
links: 23
photos: 11
videos: 0
statuses: 1
Total: 35
likes: 518
comments: 12
shares: 84
Total: 614
DigitasLBi UK 3 565 127 (3.56 %)
photos: 12
links: 12
videos: 1
Total: 25
likes: 314
comments: 3
shares: 67
Total: 384
BBDO Germany 3 138 279 (8.89 %)
photos: 17
links: 46
videos: 1
Total: 64
likes: 1491
comments: 30
shares: 74
Total: 1595
McCann Erickson Prague 1 334 399 (29.91 %)
links: 6
photos: 8
Total: 14
likes: 318
comments: 26
shares: 64
Total: 408
Publicis BXL 452 103 (22.79 %)
photos: 1
links: 6
statuses: 0
Total: 7
likes: 79
comments: 1
shares: 14
Total: 94
Name Fan's/Follower's Fan's/Follower's change Admin
Posts
Interactions
As expected the brand communities with the biggest Fan numbers have greater engagement, excellent results for W+K
Amsterdam and BBDO Germany! Both brands have very strong results with the German agency getting impressive figures
from their community of just 3138. Very low result for Zenith Optimedia with hardly any engagement with their brand on
Facebook so far this year.
Frequency of posts to Facebook
Jan '15 Feb '15 Mar '15 Apr '15
0
-3
3
5
8BBDO GermanyWieden+Kennedy Amste...DDB° ParisJWT EspañaSaatchi & Saatchi It...DigitasLBi UKLeo Burnett MadridMcCann Erickson Prag...ZenithOptimediaPublicis BXL
Consistent Posting from BBDO Germany and W+K Amsterdam is what's engaging their audience. They're taking time to look
after their communities and reaping the Engagement rewards as we saw in the snapshot above.
Brand content engagement on Facebook
Jan '15 Feb '15 Mar '15 Apr '150
200
400
600ZenithOptimediaPublicis BXLDigitasLBi UKMcCann Erickson Prag...JWT EspañaSaatchi & Saatchi It...Leo Burnett MadridWieden+Kennedy Amste...BBDO GermanyDDB° Paris
No surprises here, the top 4 spots are occupied by brands with the biggest communities or that post content regularly - DDB
Paris, BBDO Germany, W+K Amsterdam and Leo Burnett Madrid.
The number of people talking about your brand on Facebook
Jan '15 Feb '15 Mar '15 Apr '150
500
1,000
1,500Wieden+Kennedy Amste...McCann Erickson Prag...BBDO GermanyDDB° ParisJWT EspañaPublicis BXLSaatchi & Saatchi It...DigitasLBi UKZenithOptimediaLeo Burnett Madrid
DDB Paris is the standout performer. Flicking through their feed reveals lots of image and videos from client work as well as
first hand industry news. Quality content with an engaged audience that is liking and sharing posts, is keeping DDB Paris on
the tips of almost 25 000 tongues! (nb: data not available for Leo Burnett Madrid)
Top Facebook posts so far
Date Post Engagement Shares Likes Comments Page
01/21/2015
15:10 pm
Voilà, voilà. Thanks Merci Alfred ! 275 33 234 8
01/12/2015
12:00 pm
Wir sagen "NO" zu Fremdenfeindlichkeit
und Rassismus! Deshalb haben wir am
Montagabend, als Pegida-Anhänger durch Düsseldorf
zogen, unsere Bürolichter ausgeknipst und die Fassade
unseres...
251 12 239 0
03/26/2015
22:49 pm
France-Brésil ou le hashtag du soir
#wolkswagen La faute volontaire de
#volkswagen fait parler la twittosphère ! Opé réussie.
#DasOrthographe :)
248 32 208 8
02/17/2015
11:38 am
In our latest film for Heineken a man and
his crew figure out a way to watch the UEFA
Champions League in style while out at sea.
239 44 183 12
03/18/2015
16:01 pm
If you could fly to any place you can
imagine where would it be? We asked 20 kids
this question and then traveled the world to find their
‘dragons’, ‘spaceships’ and ‘lakes made of chocol...
195 52 135 8
04/15/2015
18:10 pm
Time to move up! We're hiring: 176 45 111 20
02/03/2015
10:55 am
Alors que le Centenaire du premier conflit
mondial continue, DDB Paris repart en
campagne pour le Musée de la Grande Guerre du Pays
de Meaux. Sept visuels signés du photographe Didier Pa...
171 57 107 7
03/12/2015
14:08 pm
Die Kö in neuem Glanz! Nun leuchtet das
BBDO Logo vom Dach des Kö-Gebäudes.146 3 136 7
02/06/2015
13:17 pm
Nadie dijo que la peregrinación de San
Publicito fuera a ser fácil. No sabemos si fue
por las masas, enloquecidas por tocarlo, o por qué otra
razón, el caso es que se nos fue de las mano...
142 10 126 6
03/23/2015
18:23 pm
Parece que se ha quedado buena tarde... 137 5 127 5
DDB Paris showcasing the Merci Alfred website drew a big crowd to claim the top spot for most engaging post. Second spot
was saved for a social awareness message from BBDO Paris - a great image of their office lights turned off to say NO to
xenophobia. This resonated well with their community and was also the most liked post. Showing off client work proved fertile
engagement for DBB Paris and W+K Amsterdam also. The latter's video on the 18th of March was incredible and deserved
all 52 shares.
Twitter: A snapshot of brand activity so far this year.
Name Fan's/Follower's Admin
Posts
Interactions
DigitasLBi UK 28 643
links: 202
photos: 47
Total: 249
retweets: 434
favorites: 511
Total: 945
DDB Paris 23 687
links: 17
photos: 0
Total: 17
retweets: 54
favorites: 32
Total: 86
W+K Amsterdam 19 010
photos: 48
links: 14
Total: 62
retweets: 313
favorites: 426
Total: 739
ZenithOptimedia 13 369
links: 16
photos: 7
Total: 23
retweets: 64
favorites: 22
Total: 86
Leo Burnett Madrid 11 980links: 2
Total: 2
retweets: 5
favorites: 4
Total: 9
BBDO Group Germany 9 867
links: 32
photos: 11
Total: 43
retweets: 35
favorites: 47
Total: 82
JWT Spain 9 652
photos: 47
links: 71
Total: 118
retweets: 238
favorites: 206
Total: 444
Publicis Brussels 2 135links: 0
Total: 0
retweets: 0
favorites: 0
Total: 0
McCANN Prague 1 205photos: 1
Total: 1
retweets: 1
favorites: 0
Total: 1
Saatchi & Saatchi 1 193
links: 16
photos: 0
Total: 16
retweets: 57
favorites: 49
Total: 106
Name Fan's/Follower's Admin
Posts
Interactions
Fairly low amount of twitter activity all round except for DigitasLBi Uk, W+K Amsterdam, and JWT Spain. Lots of
engagement from their community too! Again Zenith Optimedia is failing to take full advantage of their online community
with only 23 tweets all year.
Frequency of posts to Twitter
Jan '15 Feb '15 Mar '15 Apr '15-5
0
5
10
15
20DigitasLBi UKJWT SpainW+K AmsterdamBBDO Group GermanyZenithOptimediaDDB ParisSaatchi & SaatchiLeo Burnett MadridMcCANN PraguePublicis Brussels
We can see here that the top 3 stand out, BBDO Germany is also performing solidly but still not Tweeting every day.
Brand content engagement on Twitter
Jan '15 Feb '15 Mar '15 Apr '150
50
100
150Publicis BrusselsMcCANN PragueLeo Burnett MadridBBDO Group GermanyDDB ParisZenithOptimediaSaatchi & SaatchiJWT SpainW+K AmsterdamDigitasLBi UK
Strong content from DigitasLBi in their Tweets. Different 'hosts' each week and they all inject their own personality into a fun
feed. W+K Amsterdam is also making the most of the platform filling it with cool, interesting 'stuff', industry news and client
content. JWT Madrid is the only brand going hard posting video - the content works well and looks great in their stream.
Twitter interaction by hour of the day
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230
250
500
750McCANN PraguePublicis BrusselsSaatchi & SaatchiBBDO Group GermanyZenithOptimediaDDB ParisLeo Burnett MadridJWT SpainW+K AmsterdamDigitasLBi UK
With the exception of DigitasLBi it seems that digital agencies are 9 to 5 chirpers. Automation could help agencies Tweet
outside of 'normal' business hours to engage more Followers to their brand and their client's brand! More exposure for
minimal effort.
Top Twitter posts so far
Date Twitter Tweet Engagement Retweets Favorites Replies Profile
04/21/2015
16:56 pm
Brilliant new slang words as a result
of language evolution! Story via
@boredpanda > http://t.co/9aCJsLm6Ia
http://t.co/5rrd7orN4H
88 48 40 0
04/08/2015
13:31 pm
I think it's time for me to have a
little wander round Brick Lane...to work
on upping my Vitamin D intake.
http://t.co/9hymJMo713
41 25 16 0
04/01/2015
11:32 am
¿Aburrido de la clásica búsqueda?
@google crea http://t.co/kFD2SJDoAQ
para el #AprilFools, donde todo esta del revés.
http://t.co/uOqYexAe8e
25 16 9 0
04/15/2015
14:40 pm
The Imagination Machine: fly to
your dream destination using the
power of your brain. @S7Air
https://t.co/xJfX75fgm3 http://t.co/sMFrQg0um2
18 9 9 0
04/07/2015
13:07 pm
Ever worried what the toilets look
like at @DigitasLBi_UK? You have? Well,
worry no longer. http://t.co/uzMPEyYdXf
http://t.co/DziW4KLz2Q
15 7 8 0
04/08/2015
18:10 pm
We love how @agabagdotcom
transformed our favorite toy #lego into
fashion! #Want >@Colossal
http://t.co/RsnpAyieFx http://t.co/otzKkcIwnV
13 9 4 0
04/22/2015
09:44 am
#GPStrategies2015 pré-sélection
@strategies1 @alexandreherve
@FredFaridGroup @OlivierAltmann @omongeau
http://t.co/cpD9uhG2kO
13 6 7 0
04/20/2015
16:06 pm
Hace 25 años de aquel mítico "20 de Abril del
90. Hola chata cómo estás..." de los @CeltasCortos
https://t.co/NdQQ9RpALq #20deAbril
12 11 1 0
04/21/2015
12:39 pm
Impresionante animación de la historia de NY
durante los 47 segundos que tarda en subir el
ascensor del nuevo WTC.
https://t.co/n8mD3dDZ0W
12 6 6 0
04/16/2015
11:52 am
Our 'Dam way of life is catching on..."Today’s
Mad Men Are Flocking to Amsterdam" - @business
#Amsterdam #advertising http://t.co/33bHrvddsg
11 3 8 0
Top Tweets were a retweeted storyfrom Bored Panda, original image of a campaign poster, and Google's April Fool's joke.
The theme of this list seems to reflect quirky, fun content with some great client mentions tucked in too!
Takeaway Menu
1. People follow digital agency brands because they love creativity and want to be inspired! Showing off your client work is a
great way to get two bite at the apple - more people see your client's brand and yours.
2. If tweeting regularly is too much then automate it! Load in tweets to keep your account thriving and interact as people
engage with you.
3. These communities are loving creative ideas, social awareness issues, and behind the scenes industry news. If you want to
grow your community start there for content.
4. People expect digital agencies to be content 'cool' - define your cool, then inject personality from real people into your
platforms as the audience loves it.
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