idf london: what does average look like in social media performance
DESCRIPTION
Brandwatch's Bryan Tookey's presentation at The International Digital Forum (IDF) London on the average consumer engagement levels of consumer brands. www.brandwatch.comTRANSCRIPT
The IDF London:
An antidote to Social Case Studies: What does
average look like in social media performance
BRYAN TOOKEY: [email protected] | Tel: +44 (0)1273 234 601 | @brandwatch
Oct 2012
© 2012 Brandwatch | www.brandwatch.com 2
Case studies in Social Media show off winners
But what does social media marketing look like most of the time?
© 2012 Brandwatch | www.brandwatch.com 3
But what does social media marketing look like most of the time?
© 2012 Brandwatch | www.brandwatch.com 4
So I’m going to try to provide some refreshing realism
Which platforms do companies use for ?
© 2012 Brandwatch | www.brandwatch.com 5
Social
media
platform
Participation Activity Engagement
“Social Brands*” with
official pages / accounts
/ boards
Median frequency of
public posts / tweets /
pins
Median number of likes /
retweets / +1s per post
Facebook 99% Once daily 32
Twitter 91% 7-8x per day 1
Google+ 80% Monthly 0
Pinterest 50% 1.5 ?
* I.e., Data is taken from the 250 entrants to the Headstream social
brands 100, so a group biased towards being “social”
Even for social brands, Facebook fan pages are
not (yet) hotbeds of action
© 2012 Brandwatch | www.brandwatch.com 6
For an average social brand, how
many... Average performance
...people “like” their facebook page? 40,000
...people were “talking about” their
facebook page per month 800
...posts did the brand make per day 1
...comments did users make on a brand
post 14
...“likes” for every post the brand made 32
...posts did users make on their
facebook page per day 2
...posts did the brand respond to? 21%
Posts with video or photos work best on Facebook
© 2012 Brandwatch | www.brandwatch.com 7
What kind of
post?
Proportion
of posts
Average
number of
likes per
post
Average
number of
comments
per post
Average
number of
shares per
post
All 100% 32 14 0
Status update 34% 14 9 0
Link 34% 23 4 0
Photo 22% 50 11 1
Video 8% 44 10 4
Question 1% 0 0 0
Shockwave
flash file 1% 42 12 0
Brand posts were rarely shared and received few
comments and likes
© 2012 Brandwatch | www.brandwatch.com 8
0
10
20
30
40
50
60
70
80
90
100
Nu
mb
er
of
bra
nd
pa
ges
Average per brand post
Likes
Comments
Shares
The majority of brands posted on their own page
once or less per day on average
© 2012 Brandwatch | www.brandwatch.com 9
0
20
40
60
80
100
120
Nu
mb
er
of
pa
ges
Avg. posts per day
Brand posts
User posts
Corporate twitter accounts are more active than
facebook but less active that in 2011
© 2012 Brandwatch | www.brandwatch.com 10
For an average social brand on twitter... Average performance
... how many public tweets per day in 2012? 8
... how many public tweets per day in 2011? 15
... how many retweets per corporate tweet 1
…how many (private) conversations (i.e., to
another twitter account) 9
...how long to reply to a tweet on average 3 hours 37 mins
…how many mentions of the company per day 36
Most accounts tweeted between 2 and 10 times
a day
© 2012 Brandwatch | www.brandwatch.com 11
22
130
77
14 7
0 1
No of
official
accounts
No. of public tweets per day
The majority of brands took between 1 and 6 hours
to reply to tweets
© 2012 Brandwatch | www.brandwatch.com 12
• 21 of the nominated accounts (8%) never replied to tweets sent to them.
21 13
37
93
38 33
10 6
No of
official
accounts
Average speed of tweet
FOR MORE INFO
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