social media report cards: measuring brand engagement
DESCRIPTION
Any brand that is active online can tell you that managing a social presence isn’t easy, but some companies are leading the way in their industry; maintaining closer connections with their customers, solving customer service issues quickly and amplifying their marketing efforts. Alterian analyzed 12 brands in 6 industries to determine which brands are the most engaged with their customers on social media.Our analysis included a head-to-head comparison of the following brands:• Time Warner Cable• Comcast Cable• Bank of America• Citi• Delta Airlines• American Airlines • ATT Wireless• Verizon Wireless• Microsoft Xbox• Sony Playstation• Dell• HPTRANSCRIPT
Presented By: Jim ReynoldsStrategic Account Manager – SM2
@jimmyrey
Social Media Report Cards: Measuring Brand Engagement
Search Setup In Alterian SM2
Date Range(s): 1/1/2011 – 6/16/2011Exclusions: All sources except for microblogsLocations / Languages: All Countries & All Languages
Daily Volume – All Brands
Analysis
• Total of 348k social media mentions.
• Largest volume of conversation was a contest from American Airlines
• Conversation follows an weekly pattern with dips in volume on weekends
Share of Voice Trend – Brand vs. Audience
Analysis• During the first half of the year, the majority of the conversation is brand‐
driven.• An major contest from AA helped transition the conversation towards being
more consumer driven.
0
500
1000
1500
2000
2500
3000
3500
4000
4500
49%51%
Brand
Customer
Consumer Demographics
Analysis• Majority of audience using twitter/microblogs for assistance do not have a
lot of reach• Mid level reach (3‐6) is larger than most data samples• Audience that uses microblogs for assistance is predominately male
0 10000 20000 30000 40000 50000 60000 70000
Rank - 0
Rank - 1
Rank - 2
Rank - 3
Rank - 4
Rank - 5
Rank - 6
Rank - 7
Rank - 8
Rank - 9
Rank - 10
82%
18%
MaleFemale
Brand Deep Dive
Methodology and Ranking
Volume• Number of consumer-driven
posts • Total posts minus Brand
Posts originated from official twitter handles.
• Scored by ranking 1-12
Sentiment (Favorability)• Total Graded consumer-driven
posts divided by positive + neutral posts
• Scored by ranking 1-12
Time To Respond• Sample questions sent via twitter to
all brands in given segment (airlines, computers..etc.)
• Time recorded in minutes to respond
• Scored by ranking 1-12
• Dell & Time Warner both saw pattern from Alterian survey team and reached out directly. This may have effected response times
Respondents• Total number of members who sent
tweets divided by responded tweets• Scored by ranking 0 – 9
Airlines– American Airlines vs. Delta
American41%Delta
59%
Volume of Consumer Conversations
American, 95.88%
Delta, 77.23%
Sentiment
American, 13.66
Delta, 23.37
0
5
10
15
20
25
Time to Respond (minutes)
100%Response
89% Response
Airlines– American Airlines vs. Delta
Head of the Class:
Financial– Bank of America vs. Citi
BoA80%
Citi20%
Volume of Consumer Conversations
Citi, 79.45%
BoA, 75.54%
Sentiment
Citi, 15.77
BoA, 17.44
14.5
15
15.5
16
16.5
17
17.5
18
Time to Respond (minutes)
100% Response
100% Response
Financial– Bank of America vs. Citi
Head of the Class:
Consumer Electronics– Microsoft Xbox vs. Sony Playstation
Xbox95%
Playstation5%
Volume of Consumer Conversations
Playstation, 79.47%
Xbox, 82.48%
Sentiment
Xbox, 4
Playstation, 7
0
1
2
3
4
5
6
7
8
Time to Respond (minutes)
100% Response
11% Response
Consumer Electronics– Microsoft Xbox vs. Sony Playstation
Head of the Class:
Consumer Electronics – Dell vs. HP
Dell76%
HP24%
Volume of Consumer Conversations
HP, 69.74%
Dell, 80.87%
Sentiment
Dell, 161.6
HP, 00
20
40
60
80
100
120
140
160
180
Time to Respond (minutes)
83% Response
0% Response
Consumer Electronics – Dell vs. HP
Head of the Class:
Mobile Service Providers – ATT vs. Verizon
ATT39%
VZW61%
Volume of Consumer Conversations
VZW, 76.24%
ATT, 76.39%
Sentiment
ATT, 16.11
VZW, 187.44
0
50
100
150
200
Time to Respond (minutes)
100% Response
100% Response
Mobile Service Providers – ATT vs. Verizon
Head of the Class:
Cable Service Providers – Comcast vs. Time Warner
Time Warner
38%Comcast
62%
Volume of Consumer Conversations
Comcast, 73.92%
Time Warner, 75.25%
Sentiment
Time Warner,
11.5
Comcast, 13
10.5
11
11.5
12
12.5
13
13.5
Time to Respond (minutes)
100% Response
100% Response
Cable Service Providers – Comcast vs. Time Warner
Head of the Class:
RANKING
0 5 10 15 20 25 30 35 40 45 50
Microsoft
American
Delta
Time Warner
Comcast
Sony
Citi
ATT
Dell
VZW
BoA
HP
Final Score Card
1Microsoft (XBOX) 44 45
2 American Airlines 38 45
3 Delta 30 45
3Time Warner Cable 30 45
3 Comcast 30 45
6Sony (Ask PlayStation) 27 45
7 Citi 26 45
8 ATT 25 45
9 Dell 24 45
10 VZW 23 45
10 Bank of America 23 45
12 HP 3 45
Volume Sentiment TTRAirlinesAmerican 9763 95.88% 13.66 100%9 of 9Delta 14311 77.23% 23.37 89%8 of 9Averages 12037 86.55% 18.515
BanksBoA 5371 75.54% 17.44 100%9 of 9Citi 1319 79.45% 15.77 100%9 of 9Averages 3345 77.49% 16.605
GamingXbox 102969 82.48% 4 100%9 of 9Playstation 5933 79.47% 7 11%1 of 9Averages 54451 80.98% 5.5
ComputersDell 3731 80.87% 161.6 83%5 of 6HP 1202 69.74% DNR 0%0 of 6Averages 2466.5 75.31% 161.6
MobileATT 4807 76.39% 16.11 100%9 of 9VZW 7491 76.24% 187.44 100%9 of 9Averages 6149 76.32% 101.775
CableTime Warner 7548 75.25% 11.5 100%8 of 8Comcast 12174 73.92% 13 100%7 of 7Averages 9861 74.59% 12.25
Final Score Card
THANK YOU!
Please contact us with any questions
Jim Reynolds: [email protected]@jimmyrey
UK/EU: +44 (0) 117 970 3200 | US: +1 312 704 1700 | Asia/Pac: +61 (2) 9968 2449Web: www.alterian.com | Blog: www.engagingtimes.com | Twitter: @Alterian
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