Spotlight on Social Video November

2012

About the Spotlight on Social Video

• Ebuzzing scans social platforms to retrieve metrics about videos published by brands each month.

• We produce a video ranking based on a proprietary algorithm in 5 countries (UK, France, Germany, Spain and Italy). The algorithm incorporates numerous parameters including number of views, Facebook interactions (Likes + Shares + Comments), Twitter mentions and backlinks.

• We extract general information from this database to give an overview of publishing activity by brand and sector.

• In November 2012 it comprises of 348 videos and 105 UK brands for the UK. Only videos with 50,000+ views are analysed.

Top sectors based on publication of videos

24%

17%

15%

7%

7%

7%

5%

4%

3% 11%

Share of Published Videos Technology

Gaming

Drinks

Entertainment

Retail

Sport

Health & Beauty

Automotive

Luxury

Other

Source : Ebuzzing Social Video Chart, November 2012

Top sectors based on share of views

22%

19%

12%

11%

10%

9%

4%

4%

3% 6%

Share of video views Gaming

Luxury

Technology

Sport

Drinks

Entertainment

Health & Beauty

Retail

Internet

Other Share of views = Total views by sector/ Total views

Source : Ebuzzing Social Video Chart, November 2012

Top sectors based on share of Facebook interactions

27%

20%

12%

9%

8%

6%

5%

5%

2% 5%

Share of Facebook interactions Drinks

Luxury

Technology

Entertainment

Finance

Gaming

Sport

Retail

Automotive

Other

Share of Facebook interactions = Interactions on Facebook for a sector / Total interactions on Facebook Source : Ebuzzing Social Video Chart, November 2012

Top sectors based on Facebook interaction rate

8.2%

5.8%

4.7%

3.7% 3.2%

2.7% 2.2% 2.2% 2.1% 2.1% 2.0%

1.0% 0.9% 0.7% 0.6%

0.3% 0.09% 0.07%

Interaction rate

Interaction rate = Interactions on Facebook/ Number of views

Source : Ebuzzing Social Video Chart, November 2012

Average video length for all videos studied

1207

394 322

238 208 196 147 133 130 113 99 97 91 88 87 68 54 44

Length of video by sector (in seconds)

Source : Ebuzzing Social Video Chart, November 2012

Top brands based on share of total views

2%

2%

2%

2%

3%

4%

4%

5%

6%

7%

8%

9%

9%

11%

Apple

Ubisoft

Footlocker

Microsoft

Google

Sony

Nike

Dreamworks

FIFA

Christian Dior

Nintendo

Rockstar Games

Red Bull

Louis Vuitton

Share of total video views

Share of views = Total views of a brand / Total views

Source : Ebuzzing Social Video Chart, November 2012

Top brands based on share of Facebook interactions

2%

2%

2%

2%

2%

2%

3%

3%

4%

4%

5%

7%

8%

27%

ATP

FIFA

Dreamworks

Nike

Samsung

Universal Pictures

Victorias Secret

Christian Dior

Microsoft

Cartier

Louis Vuitton

John Lewis partnership

Chanel

Red Bull

Share of Facebook interactions

Share of Facebook interactions = Interactions on Facebook for a brand/Total interactions

Source : Ebuzzing Social Video Chart, November 2012

Top brands based on Facebook interaction rate

Facebook interaction rate = Interactions on Facebook/ Number of video views 8.3%

8.7%

9.7%

10.9%

11.2%

11.6%

11.8%

12.1%

12.2%

12.6%

12.7%

13.2%

13.5%

28.1%

Credit Suisse Group

Turkish Airlines

Ducati

Paramount

Asda

John Lewis partnership

Coca Cola

Warp Records

Disney

Cartier

Monster Energy Drink

Porsche

Spotify

Chanel

Source : Ebuzzing Social Video Chart, November 2012

Early Christmas Social Videos

November 2012

About the Early Xmas Social Video Study

• Each month Ebuzzing scans social platforms to retrieve metrics about videos published by brands.

• During November we identified the Top 10 Christmas themed social videos from the Retail sector.

• This study compares the impact each video made in November, and shows the most popular Christmas social videos based on their Views, Facebook interactions and Facebook interaction rate.

• Whilst this study offers a great insight into the leading Christmas themed retail social videos, we must note that brands have launched their videos at various times, and as such this study provides an indication for their success that may fluctuate during December.

• The Top 10 Videos, from total views were: John Lewis - The Journey - http://www.youtube.com/watch?v=0N8axp9nHNU Cartier - Winter Tale - http://www.youtube.com/watch?v=9RZPmKC2c2o Boots - Let's Feel Good - http://www.youtube.com/watch?v=xao1o8ARRnQ Argos - I Can Shop From Here - http://www.youtube.com/watch?v=HTOOctyxOLg Debenhams - Christmas Made Fabulous - http://www.youtube.com/watch?v=ugBCrkRvTwA M&S - The Greatest Hits This Christmas - http://www.youtube.com/watch?v=nvtQslFoTOw Asda - Behind Every Great Christmas There's Mum - http://www.youtube.com/watch?v=QiTuiYtaMV4 Gap - Love Comes In Every Shade - http://www.youtube.com/watch?v=rrpH2-gv8zM Coca-Cola - Together We Make The Magic Happen - http://www.youtube.com/watch?v=RE4ws7B7yTg Coca-Cola - Holidays Are Coming - http://www.youtube.com/watch?v=kr7h8crYAYQ

Top Xmas videos in November based on share of views

45%

22%

13%

5%

4%

4% 3%

1% 1% 1% John Lewis

Cartier

Boots

Argos

Debenhams

Marks & Spencer

Asda

Gap

Coca Cola (New)

Coca Cola (Old) Share of views = Total views by sector/ Total views

Source : Ebuzzing Social Video Chart, November 2012

Top Xmas videos in November based on Facebook interactions

59.1%

31.6%

4.0%

1.8% 1.3% 0.6% 0.5% 0.4% 0.4% 0.4% John Lewis

Cartier

Asda

Coca Cola (Old)

Coca Cola (New)

Boots

Argos

Debenhams

Marks & Spencer

Gap

Share of Facebook interactions = Interactions on Facebook for a video/ Total interactions on Facebook Source : Ebuzzing Social Video Chart, November 2012

Top Xmas videos in November based on Facebook interaction rate

Facebook interaction rate = Interactions on Facebook/ Number of video views 0.4%

0.8%

0.9%

1.0%

2.7%

9.5%

11.2%

11.6%

12.6%

14.3%

Boots

Argos

Debenhams

Marks & Spencer

Gap

Coca Cola (New)

Asda

John Lewis

Cartier

Coca Cola (Old)

Source : Ebuzzing Social Video Chart, November 2012