social media battle_of_the_brands

The Social Battle of the Brands…As Seen Through the Lens of the 2nd Half of 2012 uberVU Leading Social Brand ReportInsights from the top brands in social media.

Your Presenters:

Leo Kivijarv, Ph.D.VP ResearchPQ Media, Inc.

pqmedia.com

Gregg PoulinCMOuberVU, Inc

@greggpoulinubervu.com

Housekeeping Notes:

Interact!Use the hashtag #SmarterSocial

UpdateFollow us on twitter for ongoing updates: @ubervu

Questions?Submit questions anytime - time permitting, answers will be at the end

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Topics for Today:

Key social media facts

Insights from the uberVU Leading Social Brand Report

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400Mtweets/day

1B+posts/day

3B+searches/day

48 Hoursvideo/min

28%share of all adsserved online

12 to 18months sharing 2X

every

5M+images/day

5B+imp/day

1M+groups

BIG and Noisy. Hard to be top-of-mind. Lots of Competition.

Social Media Facts

but only a few actually use social to drive business resultsBusiness know social listening is important

4/5**Approximately 80% of marketers actively involved in their company’s

social media strategy report “listening” as an existing goal however only 15% are actively using social media to generate leads or sales according to a recent study

Companies “listen” to social media15%

Companies use social media to generate business results

Deafening Noise. Hard to determine meaning.

Goal: Max

Reach, ROI

Build Audience

1. Expose 2. Engage 3. Amplify

Brand Message reaches fans on social

Brand fans “talk

about” social

content

Brand content

spreads to friends socially

Most Brands don’t consider these intermediary steps

The top social Brands use three levers to ensure their social media marketing success

340Mtweets/day

1B+posts/day

Dataother sources

Company

Competitors

Market

Marketers need to work smarter, faster, and deliver business results.

Actionable Insights Made Simple

2nd Half 2012

uberVU Leading Social Brand Report™The First Source for Leading Brand Social Media

Audience Measurement by Product Category

Prepared by PQ Media

January 23, 2013

www.leadingsocialbrands.com

uberVU Leading Social Brand Report™Terms, Key Performance Indicators, and Brands

& Product Categories

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“Don’t measure what you can. Measure what you should.”- Philip Sheldrake, Marketing Blogger -

www.pqmedia.com3

www.pqmedia.com


TermsSocial MediaInteractive dialogue among individuals using web and mobile technology platforms, e.g. Twitter,

Facebook, LinkedIn etc.

MentionsHow many times a specific keyword or keyword phrase has been mentioned in social media

during a one month period on the dozens of platforms tracked by uberVU.

IMPsuberVU Impressions, or reach of socially published content, uses advanced statistical algorithms

that take into account many variables (time people post, how many RTs/comments they get, duplicate followers, etc.) to estimate how many people saw a brand mention.

SentimentWhether the tone of a social media conversation is negative, positive or neutral.

SOVShare-of-Voice is the number of social media mentions by individual category or brand vs. all

other categories or competing brands, presented as a percentage.

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www.pqmedia.com


Key Performance Indicators (KPIs)

SBDISocial Brand Development Index compares individual brand performance to its product

category average.

SCDISocial Category Development Index compares individual category performance to the Top

10 Category average.

TBDITop Brand Development Index compares individual brand performance to the Top 100

Brand average.

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www.pqmedia.com


Top 10 Product CategoriesTop 10 Product CategoriesDerived by PQ Media from Fortune 500, Fortune Global 500, BrandZ, J.D. Power and Kantar

based on aggregate sales and marketing budgets of leading brands by category.

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• Automakers• Beverages• Consumer Technology• Financial• Household Products

• Insurance• Personal Care• Pharmaceuticals• Restaurants• Retail

www.pqmedia.com


Top 100 BrandsTop 100 BrandsDerived by PQ Media from Fortune 500, Fortune Global 500, BrandZ, J.D. Power and Kantar based on

the brand's sales, marketing budget and brand's reputation in the U.S. and global marketplace.

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• Abilify• Actos• Advair• Allstate• Ally Financial • Amazon • American Express• American Family • Apple • Applebee's• AT&T • Bank of America • Best Buy • BMW • Burger King • Capital One • Charmin • Chrysler • Citigroup • Clorox

• Coke • Cover Girl • Crest • Crestor • Dasani • Discover • Dove • Dr Pepper • Dunkin' Donuts • Duracell • Energizer • Epogen • Facebook • Febreze • Ford • Garnier • Gatorade • Geico • General Motors • Gillette

• Glade • Google • Hartford Financial • Home Depot • Honda • Hyundai • J.C. Penney • J.P. Morgan Chase • KFC • Kohl's • Liberty Mutual • Lipitor • L'Oreal Paris • Lowe's • Lysol • Macy's • MasterCard • Maybelline • McDonald's • Mercedes-Benz

• MetLife • Microsoft • Mountain Dew • Nationwide • Nestle Pure Life • Neutrogena • Nexium • Nissan • Olay • Oxiclean • Pepsi • Pizza Hut • Plavix • Poland Spring • Proactiv • Progressive • Samsung • Sears • Seroquel • Singulair

• Sprint Nextel • Sprite • Starbucks • State Farm • Subway • Swiffer • Taco Bell • Target • Tide • T-Mobile • Toyota • Travellers Insurance• Tropicana • Verizon • Visa • Volkswagen • Walmart Stores • Wells Fargo • Wendy's • Yahoo


uberVU Leading Social Brand Report™Analysis of Top 10 Categories

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“It is the people who figure out how to work simply in the present, rather than the people who mastered the complexities of the

past, who get to say what happens in the future.”- Clay Shirky, Author -

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Overall Social Global (SoGlo) Mentions for Top 100 Brands Change By Month

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July Aug Sept Oct Nov Dec

9.29.3

10.1

9.4

10.0

8.7

Mill

ions

Source: uberVU Leading Social Brand Report™, PQ Media

• Global online volume mentions for top product categories varies month-to-month• Data suggests region, seasonality and gender play a role

Brand Mentions in 2H 2012 by Month


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2H12 Online Word-of-Mouth Varied Widely by Product CatGlobal Categories Most Active in Generating Conversations

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• Consumers consistently generated more than 1 million mentions per month in 3 categories• Conversely, three brand cats consistently generated less than 300,000 monthly mentions

Brand Mentions by Select Categories in 2H 2012 by Month

0

500

1,000

1,500


HH ProductsInsurancePharma

1,000

2,000

3,000

4,000

Thou

sand

s

RestaurantBeverageCons Tech


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In 2H12, 3 Brand Categories Over-Indexed MarketDominated with 73% Share of Voice

0.3%1%2%4%4%

6%

9%

17%

22%

34%

RestaurantsBeveragesConsumer TechnologyAutomakersRetailFinancialPersonal CareHousehold ProductsInsurancePharmaceuticals

Product Category SCDI

Restaurants 338

Beverages 223

Consumer Technology 174

Automakers 86

Retail 60

Financial 40

Personal Care 39

Household Products 24

Insurance 11

Pharmaceuticals 3


SCDI Index – 2H 2012 SOV by Brand Category – 2H 2012

100 = Average Mentions of Top 10 Categories

• SoGlo high frequency purchase and usage categories drive online conversations


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Social Media Success Begins with an Engagement StrategyOnce Topic Mentioned, Conversations Grow Proportionally

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July Aug Sept Oct Nov Dec1,000

1,200

1,400

1,600

1,800

10.6

13.1

14.5

15.7

14.515.2

1,218

1,318

1,548 1,551 1,557

1,646

Total Impression

s (Billion

s)

IMPs Per M

en4o

n

Total Impressions IMPs Per Mention


• Intuitively, we know there is a relationship between engaging content & word-of-mouth• Data suggests that top brands are getting better at developing content that gets talked about

Brand Impressions & IMPs Per Mention in 2H 2012 by Month


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Men Converse More About Their Brands Online Than WomenShare by Gender Varied Only Slightly Each Month

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0%

25%

50%

75%

100%


46%45%44%45%45%45%

54%55%56%55%55%55%

MalesFemales


Share by Gender of Brand Mentions in 2H 2012 by Month


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Rest of World More Active than US on Social MediaSlight Month-to-Month Variance

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0%

25%

50%

75%

100%


57%57%58%59%57%56%

43%43%42%41%43%44%

USRoW


Share by Region of Brand Mentions in 2H 2012 by Month


uberVU Leading Social Brand Report™Analysis of Top 100 Brands

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25 Brands Over-Indexed Market - Exceeded 100 TBDI; Top 10 Brands are Global – 17 of Top 25 Are SoGlo Brands

CokeApple

GoogleStarbucks

SpriteBurger KingMcDonalds

Pizza HutAmazonSubway

Brand 11Brand 12Brand 13Brand 14Brand 15Brand 16Brand 17Brand 18Brand 19Brand 20Brand 21Brand 22Brand 23Brand 24Brand 25

100 300 500 700 900 1,100


Top 25 Brands TBDI – 2H 2012

100 = Average Mentions of Top 100 Brands


“The web attacks traditional ways of doing things and elites, and this is very uncomfortable for

traditional businesses to deal with.”- Sir Martin Sorrell, WPP Group -

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Leading Brands Don’t Control Social Media, Consumers Do Case in Point: None of P&G’s Six Brands Reached 100 TBDI

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25

50

75

100

Gillette Duracell Olay Crest CoverGirl Charmin

100 = Average Mentions of Top 100 Brands


TBDI Index of Select Brands in 2H 2012


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Despite P&G’s Weak Category Social Media Presence, It Can Lead Brand Categories – e.g., Gillette in Personal Care

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Top 3 & Bottom 3 Personal Care Brands by Mentions in 2H 2012 by Month

50

75

100

July August Sept Oct Nov Dec

Thou

sand

s

Gillette L'Oreal ParisMaybelline

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25

50


Olay CrestCover Girl

• However, are Olay & Cover Girl losing their relevance with young consumers?


uberVU Leading Social Brand Report™Category Analysis

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“People influence people. Nothing influences people more than a recommendation from a trusted friend. …. A trusted referral is the Holy Grail of advertising.”

- Mark Zuckerberg, Facebook -

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Restaurants Category Consistently Generated High VolumeSoGlo Built in Component to Category

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1.0

1.6

2.3

2.9

3.5


3.33.23.33.23.2

3.0

Mill

ions


• While mentions fluctuated each month, no major increases/decreases worldwide

Restaurant Category - Brand Mentions in 2H 2012 by Month


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All 10 Restaurant Brands Exceeded 100,000 Mentions Top 3 SoGlo Brands Reached 400,000 Mentions

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• Of note, Dunkin’ Donuts recently announced most successful social media campaign to date, yet due to competitive landscape it ranked 8th in mentions against other restaurant brands

Restaurant Category - Brand Mentions by Top 3/Bottom Brands in 2H 2012 by Month

200

300

400

500


Thou

sand

s

StarbucksBurger KingMcDonald's

0

100

200

300


Wendy'sDunkin' DonutsApplebee's


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Beverage Category Exhibited Deep Drop in Mentions in November which Continued into December

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1.0

1.6

2.3

2.9

3.5


1.61.7

2.42.2

2.52.4

Mill

ions


Beverage Category - Brand Mentions in 2H 2012 by Month

0

250



TropicanaPoland SpringsNestle Pure Life

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As the Weather Cooled in the Northern Hemisphere, Consumption & Conversation About Coke Cooled as Well

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Beverage Category - Brand Mentions by Top 3/Bottom 3 Brands in 2H 2012 by Month

250

500

750

1,000

1,250

Thou

sand

s

CokeSpriteGatorade

• Other seasonal beverage brands, like Sprite and Gatorade, also saw dips in mentions• “Healthier” beverages, such as OJ and water, don’t have content to generate word-of-mouth


www.pqmedia.com27

Consumer Technology, Meanwhile, Exhibited an Uptick in Mentions During the Holiday Season with New Devices

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1.0

1.6

2.3

2.9

3.5


1.81.71.81.5

1.7

1.4

Mill

ions


Consumer Technology - Brand Mentions in 2H 2012 by Month


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Consumer Technology Brands Offer Perfect Microcosm of the Rapidly Changing Advertising Environment

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• AT&T and Apple, ranked 4th & 62nd, respectively, in Ad Age Top 100 brands by ad dollars, were switched in social media mentions with Apple rising from 350,000 mentions in July to almost 500,000 in December, while AT&T never generated more than 70,000 mentions

Consumer Technology - Brand Mentions by Top 3/Bottom 3 Brands in 2H 2012 by Month

0

100


AT&TYahoo!T-Mobile

100

200

300

400

500

Thou

sand

s

Apple GoogleSamsung


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In Retail Category, One Brand DominatedSoGlo Brand Amazon Significantly Outpaced Brick & Mortars

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Retail Category - Brand Mentions by Top 3/Bottom 3 Brands in 2H 2012 by Month

100200300400500


Thou

sand

s

Amazon

0

50

100


TargetWal-MartKohl'sLoew'sJCP


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Pharmaceuticals Don’t Generate Online ConversationsOne Brand Exceeded 10,000 Mentions & Only for 1 Month

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Pharmaceuticals Category - Brand Mentions by Top 3/Bottom 3 Brands in 2H 2012 by Month

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5

10

15

20


Thou

sand

s

LipitorNexiumSeroquelCrestorActosEpogen


uberVU Leading Social Brand Report™Key Takeaways

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www.pqmedia.com


Key Takeaways• uberVU Leading Social Media Brand™ Report Provides Brands and Agencies with Standardized

Social Media Metrics by Product Category

• SoGlo brands provide lessons for brands looking to reach tech-empowered consumers

• Emerging Social Media Metric Trends– Select Brand Categories Dominate Share of Voice – Brand Competition and Social Media Strategies Determine Trends within Select Brand Categories– Gender Matters in Starting Online Conversations– Major Advertisers Don’t Necessarily Generate Social Media Conversations

• Social Media Competitive Position Matters– How Is Your Brand Mention Volume Trending - Increasing, Maintaining or Decreasing?– Is Your Brand a Category Leader and Generating High Levels of Conversation?– What Is Your Brand’s Share of Voice?– Do Men or Women Drive the Most Online & Mobile Conversations About Your Brand?– Is Your Brand Generating Positive Social Media Dialogue?– Where Do the Majority of Your Brand Conversations Occur Globally – US or Rest of World?

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Key Takeaways:

Start moving from listening to engagement

Social can be overwhelming, but with the right strategy and technology, insights become actionable

Focus on Quality NOT Quantity, stay on-topic with content but put the audience in the driver’s seat

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3Map out your brand’s DNA and then align your marketing with the social platforms that make the most sense 4

Stay true to your brand and find where you fit in 5

THANK YOU!

Leo Kivijarv, Ph.D.VP ResearchPQ Media, Inc.

pqmedia.com

Gregg PoulinCMOuberVU, Inc

@greggpoulinubervu.com

@ubervu

How are your

Insights?

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1.800.286.1624

To purchase the

uberVU Leading Social Brand Report go to leadingsocialbrands.com

@ubervu

social media battle_of_the_brands

Documents

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social listening

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key social media facts