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2016 Social Media Impact Report: B2C Industry Edition

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Page 1: 2016 Social Media Impact Report: B2C Industry Edition · • Insurance • Restaurants • Retailers • Telco & Cable For this report, we used the TrackMaven software platform to

2016 Social Media Impact Report: B2C Industry Edition

1

Page 2: 2016 Social Media Impact Report: B2C Industry Edition · • Insurance • Restaurants • Retailers • Telco & Cable For this report, we used the TrackMaven software platform to

EXECUTIVE SUMMARY

• Apparel

• Automakers

• Consumer Products

• Entertainment

• Food & Beverage

• Hospitality

• Insurance

• Restaurants

• Retailers

• Telco & Cable

For this report, we used the TrackMaven software

platform to analyze 10 months of content from 213

leading B2C brands on 5 key social networks to

understand the impact of social media for

B2C marketers.

The findings presented in this report show how industry-

disruptive brands find audiences on saturated social

networks, and how innovative social strategies keep

long-established brands on top. We also compare the

impact of different B2C industries on social media,

including detailed industry breakdowns with best

practices and recommendations. Learn which social networks drive the greatest impact for

your peers, and see how your brand measures up against

industry-specific benchmarks.

THE B2C INDUSTRIES ANALYZED IN THIS

REPORT INCLUDE:

We all learn from the best. So what could you learn from the best brands in your industry?

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Page 3: 2016 Social Media Impact Report: B2C Industry Edition · • Insurance • Restaurants • Retailers • Telco & Cable For this report, we used the TrackMaven software platform to

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11

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13

14

15

16

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18

19

20

21

I. Executive Summary

II The B2C Social Media Landscape: How Do B2C Industries Stack Up On Social Media?

How Do B2C Industries Stack Up By Audience Size?

Where Do B2C Industries See Engagement?

III. Industry Case Studies

Apparel

Automakers

Consumer Products

Entertainment

Food & Beverage

Hospitality

Insurance

Retailers

Restaurants

Telco & Cable

IV. About the Data

3

Page 4: 2016 Social Media Impact Report: B2C Industry Edition · • Insurance • Restaurants • Retailers • Telco & Cable For this report, we used the TrackMaven software platform to

THE B2C SOCIAL MEDIA LANDSCAPE:

HOW DO B2C INDUSTRIES STACK UP ON

SOCIAL MEDIA?

Which industries drive the greatest ROI from social

media? The graph to the right provides a high-level

answer for B2C marketers.

This graph plots the average follower growth and content

engagement — measured across Facebook, Twitter,

LinkedIn, Instagram, and Pinterest — by industry.

Industries with the greatest average follower growth per

brand score highest along the Y-axis. Industries with the

greatest engagement ratio — measured as the average

number of interactions per post per 1,000 followers —

score highest along the X-axis.

The size of the bubble reflects the median total audience

size for a brand in each industry on Facebook, Twitter,

LinkedIn, Instagram, and Pinterest combined.

Analysis based on social media accounts from

213 B2C brands across Facebook, Twitter,

Instagram, Pinterest, and LinkedIn from January

2015-October 2015.

0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 5.50

5

10

15

20

25

30

35

40

45

50

Apparel

Automakers

Consumer Products

Food Beverage

Hospitality

Insurance

Restaurants

Retailers

Telco & Cable

Entertainment

FOLLOWER GROWTH VS. ENGAGEMENT RATIO FOR B2C INDUSTRIES:

JANUARY - OCTOBER 2015

ENGAGEMENT RATIO

(Average Interactions Per Post Per 1000 Followers)

% F

OL

LO

WE

R G

RO

WT

H

SOCIAL MEDIA AUDIENCE SIZE

4

Page 5: 2016 Social Media Impact Report: B2C Industry Edition · • Insurance • Restaurants • Retailers • Telco & Cable For this report, we used the TrackMaven software platform to

B2C Social Media Landscape: Key Takeaways

APPAREL, INSURANCE, AND ENTERTAINMENT BRANDS ARE IN THE SOCIAL MEDIA SWEET SPOT. Brands in these industries have both

substantial audience growth and content

engagement on social media, indicating

highly impactful social content.

The Apparel industry’s 18.62% average

follower growth per brand is especially

impressive given the large overall

social following.

WHEN IT COMES TO SOCIAL ENGAGEMENT, AUTOMAKER BRANDS RULE THE ROAD. Across the B2C landscape, automakers

have the most engaged social media

audiences with an average engagement

ratio of 5.62. Insurance brands are a

distant second (2.43).

HOSPITALITY BRANDS ARE ADEPT AT GROWING THEIR AUDIENCES. Across the B2C landscape, brands in the

hospitality sector see the highest social

media audience growth, with 53.34%

follower growth on average, despite the

fact that their engagement level is just

middle-of-the-pack compared to the rest

of the B2C industries.

FOOD & BEVERAGE AUDIENCES ARE SHRINKING. Food & Beverage is the only industry with

negative follower growth across the period

of study (-0.06%). Across the industry,

large beverage brands — including Coca-

Cola and Dr. Pepper — experienced a

decline in Facebook followers across 2015.

This could be due to Facebook’s cleanup

of inactive accounts, as well as due to the

brewing backlash against big soda.

5

Page 6: 2016 Social Media Impact Report: B2C Industry Edition · • Insurance • Restaurants • Retailers • Telco & Cable For this report, we used the TrackMaven software platform to

How Do B2C Industries Stack Up By Audience Size?The graph below displays the median social media audience size for B2C brands by

industry across Facebook, Twitter, LinkedIn, Pinterest, and Instagram.

Analysis based on social media accounts from 213 B2C brands across Facebook, Twitter, Instagram, Pinterest, and LinkedIn from January 2015-October 2015.

B2C SOCIAL MEDIA AUDIENCE SIZE BY INDUSTRY

MEDIAN AUDIENCE SIZE BY CHANNELBy millions of followers

0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0

Twitter

Pinterest

Linkedin

Instagram

Facebook

Insurance

Entertainment

Hospitality

Retail

Food & Beverage

Telco & Cable

Consumer Products

Restaurants

Automakers

Apparel

6

Page 7: 2016 Social Media Impact Report: B2C Industry Edition · • Insurance • Restaurants • Retailers • Telco & Cable For this report, we used the TrackMaven software platform to

Audience Size: Key Takeaways

FACEBOOK IS A FOLLOWER

FEEDING GROUND.

Across industries, B2C brands have

the largest median audience sizes on

Facebook. Among B2C industries,

restaurant brands have the largest

median Facebook audience (2.8 Million

Page Likes).

APPAREL BRANDS ARE SOCIAL

MEDIA BEHEMOTHS.

On Instagram, Twitter, and Pinterest,

Apparel brands sport the largest median

audience sizes (952K, 545K, and 18K,

respectively). Apparel brands also

sport the 3rd largest median Facebook

audience (2.3 million Fans).

APPAREL & AUTOMAKER BRANDS

CULTIVATE CHANNEL VARIETY.

While Facebook dominates the overall

social audience for the majority of B2C

industries, Apparel and Automaker brands

have significant audiences on a diverse

mix of channels.

CONSUMER PRODUCT AND BRANDS

CONNECT ON LINKEDIN.

At 748K, the median LinkedIn audience

for Consumer Products brands is 5X

greater than that of brands in all other B2C

industries.

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Page 8: 2016 Social Media Impact Report: B2C Industry Edition · • Insurance • Restaurants • Retailers • Telco & Cable For this report, we used the TrackMaven software platform to

Where Do B2C Industries See Engagement?

B2C SOCIAL MEDIA ENGAGEMENT RATIO BY INDUSTRYThe graph below displays the engagement ratio — measured as the average number of interactions per post per 1,000 followers — on Facebook, Twitter, Instagram, Pinterest, and LinkedIn. In other words, the bigger the bubble, the more engagement a brand in the industry gets on that social network.

Entertainment Food & Beverage

Facebook

Twitter

Instagram

Pinterest

Linkedin

Apparel

0.2 0.4 0.7 0.6 0.30.6 0.4 1.0 0.2 0.2

0.4 1.2 2.1 1.2 0.91.0 2.6 1.9 0.8 0.4

0.4 2.6

28.3

3.5

13.6

3.8

20.2 9.3

0.2

75.5

1.1 1.1 0.3 1.8 1.00.8 0.6 1.4 0.5 0.5

13.7 40.6 15.2 14.9 34.7 20.8 48.6 15.0 17.9 9.0

Automakers Consumer Products

Hospitality Insurance Restaurants Retail Telco & Cable

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Page 9: 2016 Social Media Impact Report: B2C Industry Edition · • Insurance • Restaurants • Retailers • Telco & Cable For this report, we used the TrackMaven software platform to

B2C BRANDS FAIL TO ENGAGE ON TWITTER.

Industry-wide, B2C brands see minimal engagement

ratios on Twitter. Restaurant brands perform best on

Twitter, but still sport a measly engagement ratio of 1

interaction per post per 1,000 followers on average.

DESPITE MYRIAD FANS, FACEBOOK FLOUNDERS.

B2C brands have plentiful Facebook fans, but their

Facebook audiences engage minimally, likely due to

overall decreases in organic reach on the network. B2C

brands see a higher ratio of interactions on Instagram and

Pinterest.

INSTAGRAM IS THE B2C ENGAGEMENT WINNER.

With the exception of the Consumer Products and

Telcommunication & Cable industries, B2C brands see

the highest engagement ratios on Instagram.

TELCO & CABLE AND CONSUMER PRODUCTS

BRANDS SOAR ON PINTEREST.

Believe it or not, these two industries are Pining their way

to greater brand engagement. We’ll explore this finding

further in the industry breakdown sections of this report

(pages 20 and 13, respectively).

Engagement Ratio: Key Takeaways

9

Page 10: 2016 Social Media Impact Report: B2C Industry Edition · • Insurance • Restaurants • Retailers • Telco & Cable For this report, we used the TrackMaven software platform to

Industry Case Studies

Page 11: 2016 Social Media Impact Report: B2C Industry Edition · • Insurance • Restaurants • Retailers • Telco & Cable For this report, we used the TrackMaven software platform to

Apparel

KEY TAKEAWAYS

• Facebook is where Apparel brands see the largest audiences (2.3

million Page Likes). Compared to other B2C industries, however,

Apparel brands are also well-represented with sizable audiences on

Instagram and Twitter.

• Instagram is the most effective channel for Apparel brands, with

an average engagement ratio of 13.71. LinkedIn is the second most

effective channel (1.12 engagement ratio).

• Outerwear brands are top performers on Instagram (24.9

engagement ratio), 2X the engagement ratio of Casual Clothing

(13.8), Footwear (12.9), and High Fashion (11.8) brands on average.

Analysis based on the top 27 apparel brands in the Global 500 and leading apparel brands on social media as identified by the TrackMaven platform.

MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS

ENGAGEMENT RATIO (AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)

TOP CHANNEL: INSTAGRAM

FOOTWEAR

CASUAL CLOTHINGOUTERWEAR

HIGH FASHION

12.9

13.824.9

11.8

INSTAGRAM SUBSECTOR ENGAGEMENT RATIO

2,282

952

91

18

545

TWITTER

FACEBOOK

INSTAGRAM

PINTEREST

LINKEDIN

TWITTER

0.17

FACEBOOK

0.43

PINTEREST

0.49

LINKEDIN

1.12

INSTAGRAM

13.71

11

Page 12: 2016 Social Media Impact Report: B2C Industry Edition · • Insurance • Restaurants • Retailers • Telco & Cable For this report, we used the TrackMaven software platform to

Automakers

KEY TAKEAWAYS

• Facebook is where Automaker brands have the largest median

audience size on Facebook (2.6 million Page Likes).

• Instagram is the most effective channel for Automakers, with an

average engagement ratio of 40.68. Pinterest is the second most

effective channel (2.69 engagement ratio).

• Luxury car brands out-engage Standard brands on Instagram, with

an engagement ratio of 37.6 versus 22.4.

Analysis based on the top 25 automaker brands in the Global 500 and leading automaker brands on social media as identified by the TrackMaven platform.

ENGAGEMENT RATIO (AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)

MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS

STANDARD

37.6 22.4LUXURY

TOP CHANNEL: INSTAGRAM

INSTAGRAM SUBSECTOR ENGAGEMENT RATIO

2585

289

25

4

459

TWITTER

FACEBOOK

INSTAGRAM

PINTEREST

LINKEDIN

PINTEREST

2.6

FACEBOOK

1.2

LINKEDIN

1.1

TWITTER

0.4

INSTAGRAM

40.6

12

Page 13: 2016 Social Media Impact Report: B2C Industry Edition · • Insurance • Restaurants • Retailers • Telco & Cable For this report, we used the TrackMaven software platform to

Consumer Products

KEY TAKEAWAYS

• Facebook is where Consumer Product brands have the largest

median audience size (1.6 Million Page Likes).

• Pinterest is the most effective channel with an average engagement

ratio of 28.33. Instagram is the second most effective channel (15.22

engagement ratio).

• L’Oreal Paris is a top performer on Pinterest in this industry, with

6X the industry median follower count and nearly 2X the average

engagement ratio.

Analysis based on the top 15 consumer products brands in the Global 500 and leading consumer products brands on social media as identified by the TrackMaven platform.

ENGAGEMENT RATIO (AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)

L’OREAL VS. INDUSTRY AVERAGE ON PINTEREST

MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS

TOP CHANNEL: PINTEREST

1,5794

748

1

64

TWITTER

FACEBOOKINSTAGRAM

PINTEREST

LINKEDIN

TWITTER

0.69

PINTEREST

28.33

LINKEDIN

0.26

INSTAGRAM

15.22

FACEBOOK

2.16

NUMBER OF FOLLOWERS

ENGAGEMENT RATIO

INDUSTRY AVERAGE

7,999

45.7 28.3

1,278

L’OREAL

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Page 14: 2016 Social Media Impact Report: B2C Industry Edition · • Insurance • Restaurants • Retailers • Telco & Cable For this report, we used the TrackMaven software platform to

Entertainment

KEY TAKEAWAYS

• Facebook is where brands entertainment industry have the largest

median audience (210K Page Likes).

• Entertainment brands have the highest engagement ratio on

Instagram (14.96). Pinterest is the second most effective channel

(3.54 engagement ratio).

• On Instagram, Event Management brands out-engage Casino brands

(16.7 versus 13.7 engagement ratios).

Analysis based on the top 11 entertainment brands in the Global 500 and leading entertainment brands on social media as identified by the TrackMaven platform.

ENGAGEMENT RATIO (AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)

MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS

TOP CHANNEL: INSTAGRAM

CASINOS

16.7 13.7EVENT MANAGEMENT

INSTAGRAM SUBSECTOR ENGAGEMENT RATIO

210

19

9

0.8

181

TWITTER

FACEBOOK

INSTAGRAM

PINTEREST

LINKEDIN

TWITTER0.59

FACEBOOK1.27

LINKEDIN1.78

PINTEREST3.54

INSTAGRAM14.96

14

Page 15: 2016 Social Media Impact Report: B2C Industry Edition · • Insurance • Restaurants • Retailers • Telco & Cable For this report, we used the TrackMaven software platform to

Food & Beverage

KEY TAKEAWAYS

• Facebook is where Food & Beverage brands have the largest median

audience size (1.8 Million Page Likes).

• Instagram is the most effective channel, with an engagement ratio

of 34.71. Pinterest is the second most effective channel (13.69

engagement ratio).

• On Instagram, beer brands (26.2 engagement ratio) out-engage soda

brands (23.3), energy drink brands (18.9), and food manufacturers

(13.3).

Analysis based on the top 38 food & beverage brands in the Global 500 and leading food & beverage brands on social media as identified by the TrackMaven platform.

ENGAGEMENT RATIO (AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)

MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS

TOP CHANNEL: INSTAGRAM

ENERGY DRINK

MANUFACTURERS

SODA MANUFACTURERSBEER MANUFACTURERS

FOOD MANUFACTURERS

18.9

23.326.2

13.3

INSTAGRAM SUBSECTOR ENGAGEMENT RATIO

1845

36

69

2

74

TWITTER

FACEBOOK

INSTAGRAM

PINTEREST

LINKEDIN

TWITTER0.59

FACEBOOK1.27

LINKEDIN1.78

PINTEREST3.54

INSTAGRAM14.96

15

Page 16: 2016 Social Media Impact Report: B2C Industry Edition · • Insurance • Restaurants • Retailers • Telco & Cable For this report, we used the TrackMaven software platform to

Hospitality

ENGAGEMENT RATIO (AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)

MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS

AUTOSERVICES

24.5 18.1

• Hospitality brands have the largest median audience size on

Facebook (350K Page Likes).

• Instagram is the social network with the highest engagement ratio

for hospitality brands (20.82).

• On Instagram, Autoservices brands out-engage Lodging brands on

average (24.5 versus 18.1 engagement ratio).

Analysis based on the top 15 hospitality brands in the Global 500 and leading hospitality brands on social media as identified by the TrackMaven platform.

TOP CHANNEL: INSTAGRAM

KEY TAKEAWAYS

LODGING

INSTAGRAM SUBSECTOR ENGAGEMENT RATIO

350

21

1

FACEBOOK

INSTAGRAM

PINTEREST

48

TWITTER

160

LINKEDIN

TWITTER0.25

FACEBOOK0.94

LINKEDIN1.04

PINTEREST3.83

INSTAGRAM20.82

Pinterest28.33

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Page 17: 2016 Social Media Impact Report: B2C Industry Edition · • Insurance • Restaurants • Retailers • Telco & Cable For this report, we used the TrackMaven software platform to

Insurance

KEY TAKEAWAYS

• Insurance brands have the largest median audience size on

Facebook (123K Page Likes), as well as a sizeable LinkedIn audience

(81K followers).

• Instagram is the social network with the highest engagement ratio

for Insurance brands (48.6). Pinterest is the second most effective

channel (20.29).

• On Instagram , Property & Casualty Insurance brands out-engage

Life Insurance brands on average (48.8 versus 28.7 engagement

ratios).

Analysis based on the top 18 insurance brands in the Global 500 and leading insurance brands on social media as identified by the TrackMaven platform.

MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS

TOP CHANNEL: INSTAGRAM

ENGAGEMENT RATIO (AVERAGE INTERACTIONS PER POST PER 1000 FOLLOWERS)

PROPERTY & CASUALTY INSURANCE

LIFE INSURANCE

43.8 28.7

INSTAGRAM SUBSECTOR ENGAGEMENT RATIO

123

2

81

0.3

16

TWITTER

FACEBOOK

INSTAGRAM

PINTEREST

LINKEDIN

TWITTER

0.36

LINKEDIN

0.65

FACEBOOK

2.67

PINTEREST

20.29

INSTAGRAM

40.60

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Page 18: 2016 Social Media Impact Report: B2C Industry Edition · • Insurance • Restaurants • Retailers • Telco & Cable For this report, we used the TrackMaven software platform to

Restaurants

KEY TAKEAWAYS

• For Restaurant brands, Facebook is King (median 2.8 Million Page

Likes). Restaurants have yet to find substantial audiences on other

social channels.

• Instagram is the social network with the highest engagement ratio

for restaurant brands (15.08). Pinterest is the second most effective

channel, with an engagement ratio of 9.32.

• On Instagram, Fast Food brands out-engage Full-Service brands

(21.4 versus 18.4 engagement ratios).

Analysis based on the top 15 restaurant brands in the Global 500 and leading restaurant brands on social media as identified by the TrackMaven platform.

ENGAGEMENT RATIO (AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)

MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS

TOP CHANNEL: INSTAGRAM

FAST FOOD FULL SERVICE

21.4 18.4

INSTAGRAM SUBSECTOR ENGAGEMENT RATIO

TWITTER

1.01

LINKEDIN

1.42

FACEBOOK

1.92

PINTEREST

9.32

INSTAGRAM

15.08

2,781

24

21

71

2

TWITTER

FACEBOOK

INSTAGRAM

PINTEREST

LINKEDIN

18

Page 19: 2016 Social Media Impact Report: B2C Industry Edition · • Insurance • Restaurants • Retailers • Telco & Cable For this report, we used the TrackMaven software platform to

Retail

KEY TAKEAWAYS

• Retailers have the largest median audience size on Facebook (1.8

Million Page Likes).

• Instagram is the social network with the highest engagement ratio

for Retailers by far (17.99). Facebook is a distant second for retailers,

with an engagement ratio of 0.80.

• On Instagram, Mass Merchant brands perform especially well (21.7

engagement ratio), beating out Department Store (14.6) and Grocers

(16.2) brands on average.

Analysis based on the top 34 retail brands in the Global 500 and leading retail brands on social media as identified by the TrackMaven platform.

ENGAGEMENT RATIO (AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)

MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS

TOP CHANNEL: INSTAGRAM

MASS MERCHANT DEPARTMENT STORE

GROCERS

21.7 14.6

16.2

INSTAGRAM SUBSECTOR ENGAGEMENT RATIO

350

21

1

FACEBOOK

INSTAGRAM

PINTEREST

48

TWITTER

160

LINKEDIN

PINTEREST

0.22

TWITTER

0.24

LINKEDIN

0.54

FACEBOOK

0.80

INSTAGRAM

17.99

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Page 20: 2016 Social Media Impact Report: B2C Industry Edition · • Insurance • Restaurants • Retailers • Telco & Cable For this report, we used the TrackMaven software platform to

Telco & Cable

ENGAGEMENT RATIO (AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)

MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS

TELCO CARRIERS CABLE & SATELLITE

88.2 0.83

PINTEREST SUBSECTOR ENGAGEMENT RATIO

TOP CHANNEL: PINTEREST

KEY TAKEAWAYS

• Telco & Cable brands have the largest median audience size on

Facebook (2.1 Million Page Likes).

• Pinterest is the social network with the highest engagement ratio for

Telco & Cable brands (75.58), significantly greater than other B2C

industries. Instagram is a distant second with an engagement ratio of

9.00.

• On Pinterest, Telco Carriers drastically out-engage Cable & Satellite

brands. Look at Verizon and AT&T’s Pinterest boards, for example,

which are top-performers in the industry.

Analysis based on the top 15 Telcommunications & cable brands in the Global 500 and leading Telcommunications & cable brands on social media as identified by the TrackMaven platform.

TWITTER

0.17

FACEBOOK

0.39

LINKEDIN

0.51

INSTAGRAM

9.0

PINTEREST

75.58

2,095

32

84

2

80

TWITTER

FACEBOOK

INSTAGRAM

PINTEREST

LINKEDIN

20

Page 21: 2016 Social Media Impact Report: B2C Industry Edition · • Insurance • Restaurants • Retailers • Telco & Cable For this report, we used the TrackMaven software platform to

ABOUT THE DATAFor this report, we used the TrackMaven software platform to analyze the social media content

from 213 leading B2C brands from January 1, 2015, through October 31, 2015. The dataset

includes the top B2C brands in the Global 500 and B2C leaders on social media identified by the

TrackMaven platform. The brands included in the dataset for this report are listed below:

Apparel

Automakers

Consumer Products

Entertainment

Food & Beverage

Hospitality

Insurance

Restaurants

Retailers

Telco & Cable

7 For All MankindAdidasARC’TERYXConverseDiorDonna KaranFendiLeeLevisLVMHMarc JacobsMarmotMichael KorsNike

PatagoniaPumaRalph LaurenReebokReefREIThe North FaceThomas PinkTimberlandTommy HilfigerTOMSVansWrangler

Caesars PalaceEventbriteLas Vegas SandsLive Nation EventsMelco Crown EntertainmentMGM Grand

CasinoPenn National GamingStubHubTicketFlyTicketmasterWynn Las Vegas

AIGAllianzAllianz LifeAllstateAXAAxa USGeicoMapfreMassMutualMetLifeNationwide

New York LifeNorthwestern MutualProgressive InsurancePrudentialTransamericaTravelersUnited Health Group

Bojangle’sBonefish GrillBurger KingCarl’s Jr.Cava GrillChipotleHardee’sMcDonald’s

Olive GardenPaneraPopeye’s ChickenRubyTuesdayTGI Friday’sWendy’sYum! Brands

Anheuser BuschArcher Daniels MidlandAsahiBud LightBudweiserCarlsbergCoca-ColaCoors LightCoronaDanoneDiet CokeDr. PepperFantaGatoradesGeneral MillsGoose IslandHeinekenJBSKelloggsKirin

LabattUSAMichelob UltraMiller LiteMondelez InternationalMonster EnergyMountainDewPabstBlueRibbonPepsiPepsicoPoweradeRed BullRockstar EnergySamuel AdamsSpriteStella ArtoisTyson FoodsUnileverWilmar International

AccorAirBnBAvis BudgetEnterpriseExtended Stay AmericaHertzHiltonInterContinental

LyftMarriottNational Car RentalShangri-LaStarwood HotelsUberWyndham Hotels

AmazonAutoNationBest BuyBig LotsBon-Ton StoresCostcoDillard’sDollar GeneralDollar TreeFamily DollarFred’sHome DepotHudson’s BayInglesJC PenneyKohl’sKroger’sLoblaw

Lowe’sMacy’sMetroNordstromPenskeRoundy’sSearsSprouts Farmers MarketStaplesSupervaluTargetThe GapTJXWalmartWeisWhole Foods Market

AT&TBCECharter MediaComcastDIRECTVDishEchostarRogers Cable 20

Shaw TVSprintT-MobileTime Warner CableTurner BCVerizonVodafone

BountyBraunColgateColgate-PalmoliveCrestGilletteIrish Spring SoapJohnson & Johnson

Kimberly ClarkLoreal USAOld SpicePalmoliveProcter & GambleTideUnilever

AudiBMWBuickCadillacChevroletDodgeFiatFordGeneral MotorsGMCHondaHyundaiJeep

KiaLexusLincoln Motor CompanyMazdaMercedes-BenzMiniNissanPorscheSubaruTeslaToyotaVolkswagen USA

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Page 22: 2016 Social Media Impact Report: B2C Industry Edition · • Insurance • Restaurants • Retailers • Telco & Cable For this report, we used the TrackMaven software platform to

Find out where you rank in your industry!

Want to see how your content marketing

stacks up against other companies in your

industry?

Go to trackmaven.com/b2c to get a custom

benchmark of your content. You’ll learn

exactly which channels and topics are

working for you and what you can do to

leapfrog your competitors.

22