2015 facebook industry report: vertical breakdown
TRANSCRIPT
A Study of Top Brands Across 13 Verticals
© 2015 Simply Measured, Inc.
Overview + Methodology
Interbrand 100 Global Brands on Facebook including the following industry verticals:
MediaAlcohol
TechnologyAutomotive
RetailElectronics
LuxuryApparel
Financial Services FMCGRestaurants
DiversifiedTransportation
#SocialAnalytics
Data Analyzed in This Study
11,522 posts by 96 brands during Q1 2015
1,172,091,468 total fans
13,849 brand responses to 55,773 community posts and 160,681 comments
3 © 2015 Simply Measured, Inc.
Vertical Comparisons
© 2014 Simply Measured, Inc.4 © 2015 Simply Measured, Inc.
15% - Increase in Interbrand 100’s overall engagement per post 247% - Increase in engagement for sporting goods brands Adidas and Nike
<1% - Fan growth for business services & restaurants – highest overall
Media Vertical Smashes Engagement, Business Services Fan Growth
#SocialAnalytics
© 2014 Simply Measured, Inc.5 © 2015 Simply Measured, Inc.
2,467 - Number of times retail brands responded to Facebook users in Q1 1 - Number of times sporting goods brands responded
4 - Average response time (hours) for electronics brands
Retail and Automotive Respond Most, Electronics and Media Fastest
#SocialAnalytics
© 2014 Simply Measured, Inc.6 © 2015 Simply Measured, Inc.
16% - Decrease in posting for media brands in Q1 2015 32,364,787 - Total engagement for media brands in Q1 2015
2,275 - Number of posts from MTV (the highest of any media brand)
Media Brands
#SocialAnalytics
© 2014 Simply Measured, Inc.7 © 2015 Simply Measured, Inc.
40% - Decrease in posting in Q1 2015 861% - Increase in engagement on statuses543% - Increase in engagement on videos
74% - Increase in comments
Alcohol Brands
#SocialAnalytics
8 © 2015 Simply Measured, Inc.
Vertical Close-Ups
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32% - Decrease in posting
355% - Increase in comments during Q1 2015
116% - Increase in Likes during Q1 2015
1,901% - Increase in shares during Q1 2015
Budweiser Highlight: Stats
#SocialAnalytics
Budweiser’s most engaging post in Q1 2015 was this video, which received over 30 million views, 687,606 Likes, 43,999 comments,and over 1 million shares.
© 2014 Simply Measured, Inc.10 © 2015 Simply Measured, Inc.
• Longer videos that pulled at the heart strings and suavely avoided the sales pitch
• Shorter videos that used humor to grab shares and attention
• Content that activated Budweiser’s fiercely loyal fan base to show their love—and brand response that kept the momentum going
Budweiser Highlight: Top Tactics
#SocialAnalytics
Budweiser’s third most engaging post in Q1 2015 was this post, which received 84,000 Likes, 2,254 comments, and 3,252 shares.
© 2014 Simply Measured, Inc.11 © 2015 Simply Measured, Inc.
9% - Increase in posting in Q1 2015 4% - Decrease in comments
8% - Increase in Likes 51% - Increase in shares
Technology Brands
#SocialAnalytics
© 2014 Simply Measured, Inc.12 © 2015 Simply Measured, Inc.
0% - Increase in posting in Q1 201537% - Increase in comments on brand posts
30% - Increase in Likes 151% - Increase in shares
Automotive Brands
#SocialAnalytics
© 2014 Simply Measured, Inc.13 © 2015 Simply Measured, Inc.
113% - Increase in posting during Q1 2015 167% - Increase in comments
152% - Increase in Likes 602% - Increase in shares
BMW Highlight: Stats
#SocialAnalytics
© 2014 Simply Measured, Inc.14 © 2015 Simply Measured, Inc.
• Gratitude towards fans
• Facebook photo albums
• Announcement of presence on another social network
• Pairing a beautiful product with beautiful scenery
• Interior dashboard shots
BMW Highlight: Top Tactics
#SocialAnalytics
BMW’s most engaging post in Q1 2015 was this photo montage, which received 515,374 Likes, 7,468 comments, and 75,547 shares.
© 2014 Simply Measured, Inc.15 © 2015 Simply Measured, Inc.
27% - Decrease in brand posts in Q1 201513% - Increase in video posts
154% - Increase in engagement on video posts 211% - Increase in engagement on links
Retail Brands
#SocialAnalytics
© 2014 Simply Measured, Inc.16 © 2015 Simply Measured, Inc.
13% - Decrease in brand posts in Q1 2015 4% - Increase in video posts
35% - Increase in engagement on link posts 9% - Decrease in comments
Electronics Brands
#SocialAnalytics
© 2014 Simply Measured, Inc.17 © 2015 Simply Measured, Inc.
16% - Increase in brand posts in Q1 201543% - Increase in video posts
191% - Increase in engagement on link posts 61% - Decrease in comments on brand posts
Luxury Brands
#SocialAnalytics
© 2014 Simply Measured, Inc.18 © 2015 Simply Measured, Inc.
2% - Decrease in brand posts in Q1 2015 28% - Increase in engagement on link posts
19% - Decrease in comments 24% - Decrease in total engagement
Financial Services Brands
#SocialAnalytics
© 2014 Simply Measured, Inc.19 © 2015 Simply Measured, Inc.
12% - Decrease in brand posts in Q1 2015 10% - Increase in videos posted
95% - Increase in engagement on link posts29% - Decrease in comments on brand posts
Transportation Brands
#SocialAnalytics
© 2014 Simply Measured, Inc.20 © 2015 Simply Measured, Inc.
24% - Increase in brand posts in Q1 2015 65% - Increase in video posts
177% - Increase in shares on link posts35% - Decrease in comments
Restaurant Brands
#SocialAnalytics
© 2014 Simply Measured, Inc.21 © 2015 Simply Measured, Inc.
104% - Increase in posts in Q1 2015
54% - Increase in shares
429% - Increase in video posts
94% - Increase in video comments
9,906% - Increase in video shares
McDonald’s Highlight: Stats
#SocialAnalytics
McDonald’s most engaging post in Q1 2015 was this video, which received 153,326 views, 52 comments, and 1,372 shares
© 2014 Simply Measured, Inc.22 © 2015 Simply Measured, Inc.
• Building on excitement around popular holidays
• Showcasing photos of sweet treats
• Posting more frequently
• Enacting large campaigns withthe intention of directing Facebook users to external resources
McDonald’s Highlight: Top Tactics
#SocialAnalytics
McDonald’s second most engaging post in Q1 2015 was this one, which received 2,220 Likes, 53 comments, and 39 shares.
© 2014 Simply Measured, Inc.23 © 2015 Simply Measured, Inc.
12% - Decrease in brand posts in Q1 2015 117% - Increase in video posts
250% - Increase in shares on brand status posts211% - Increase in shares on brand video posts
FMCG (Fast-Moving Consumer Goods) Brands
#SocialAnalytics
© 2014 Simply Measured, Inc.24 © 2015 Simply Measured, Inc.
1% - Decrease in brand posts in Q1 2015 41% - Increase in comments on video posts
106% - Increase in Likes on video posts100% - Increase in shares on video posts
Diversified Brands
#SocialAnalytics
© 2014 Simply Measured, Inc.25 © 2015 Simply Measured, Inc.
124% - Increase in brand posts in Q1 2015
232% - Increase in comments in Q1 2015
516% - Increase in Likes in Q1 2015
618% - Increase in shares in Q1 2015
520% - Total increase in engagement in Q1 2015
3M Highlight: Stats
#SocialAnalytics
3M’s most engaging post in Q1 2015 was this video, which received 2,329,517 views, 15,710 Likes, 255 comments, and 1,198 shares.
© 2014 Simply Measured, Inc.26 © 2015 Simply Measured, Inc.
• Visually stunning, science-based videos which suavely avoid thesales pitch
• Building on the momentum of popular events like SXSW
• Partnering with socially super-successful brands like MTV
3M Highlight: Top Tactics
#SocialAnalytics
3M’s second most engaging post in Q1 2015 was this one, which received 2,532 Likes, 6 comments, and 18 shares.
© 2014 Simply Measured, Inc.27 © 2015 Simply Measured, Inc.
33% - Decrease in brand posts in Q1 2015
39% - Decrease in comments in Q1 2015
10% - Decrease in Likes in Q1 2015
26% - Decrease in shares in Q1 2015
Apparel Brands
#SocialAnalytics
© 2014 Simply Measured, Inc.28 © 2015 Simply Measured, Inc.
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Find out more about what top brands in the media, alcohol, technology, automotive, retail, electronics, luxury, financial services, transportation, restaurants, FMCG, diversified, and apparel industries are doing on Facebook.
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