sample digital brand analysis olympics · powered by mvpindex™ 2 social athlete ranking select...

SAMPLE DIGITAL BRAND ANALYSISOLYMPICS

PREPARED FOR

powered by MVPindex™ 2

SOCIAL ATHLETE RANKING

SELECT SAMPLE BRAND OLYMPIANS ON SOCIAL MEDIAMARCH 17, 2015

RANKED ATHLETE*

MVPINDEXSCORE

REACHSCORE

ENGAGEMENTSCORE

CONVERSATIONSCORE

FOLLOWERCOUNT

STANDOE

LAURENDOE

MORGANDOE

KYLEDOE

ERICDOE

WESDOE

JOHNDOE

KELLYDOE

1

0.888 9.62 8.27 8.77

0.962 9.87 9.25 9.74

0.825 8.86 8.29 7.60

0.766 9.06 5.11 8.82

0.578 2.87 7.76 6.71

0.563 9.63 6.92 0.33

0.310 0.12 2.51 6.69

0.289 0.08 1.95 6.66

2

5

4

6

8

7

3

5.3M

4.8M

3.4M

3.5M

679K

1.2M

427K

719K

332K

1.3M

741K

5.9K

30K

55K

7.7M

1.6M

736K

1.8K

2.7K

3.8K

2.2K

1.9K

904

9M

*MVPindexTM ranks athletes on social media using a proprietary algorithm that weighs all social activity by combining three separate scores: Reach (fans/followers/etc), Engagement (likes, comments, shares, retweets, favorites, etc.), and Conversation (positive/negative across the Web). Athletes are scored and ranked against their peers within their sport, with an emphasis placed on social platforms where the fans in that sport engage.


VOLUME OF UA BRAND MENTIONS

@NASCAR

@NASCAR

@NASCAR

@NASCAR

BRAND

BRAND

FACEBOOK

FACEBOOK

TWITTER

TWITTER

INSTAGRAM

INSTAGRAM

TOTAL POSTS

TOTAL IMPRESSIONS

LAUREN DOE

KYLE DOE

MORGAN DOE

STAN DOE

JOHN DOE

WES DOE

KELLY DOE

ERIC DOE

TOTAL

TOTAL

20

2,629,528

26,717

248,928

0

0

542,528

597,370

0

4,046,791

101

23

0

8

13

5

0

170

44

1,810,425,986

2,427,616

7,306,035

1,344

8,154,617

10,194,417

2,336,166

376

1,840,846,557

140

50

15

32

31

33

6

351

22

1,806,165,372

2,392,248

5,109,096

1,344

1,314,327

4,807,992

1,525,677

376

1,821,314,712

27

18

15

0

10

20

6

118

2

1,631,086

8,651

1,948,011

0

6,840,290

4,843,897

213,119

0

15,485,054

12

9

0

24

8

8

0

63

VOLUME OF SAMPLE BRAND MENTIONS

IMPRESSIONS ON SAMPLE BRAND MENTIONS

SHARE OF VOICE

SHARE OF IMPRESSIONS

SAMPLE BRAND SOCIAL MEDIA ACTIVATIONS BY SELECT OLYMPIANS(John Doe, Eric Doe, Lauren Doe, Wes Doe, Kelly Doe, Stan Doe, Kyle Doe, Morgan Doe)

*MARCH 18, 2015 - MARCH 17, 2016

TOTAL IMPRESSIONS TOTAL POSTS 351 200,246,863

LAUREN DOE

ERIC DOE

JOHN DOE

STAN DOE

KYLE DOE

MORGAN DOE

KELLY DOE

WES DOE

Lauren DoeMorgan DoeJohn DoeKelly DoeKyle DoeStan DoeWes DoeEric Doe

Lauren DoeJohn DoeKyel DoeKelly DoeEric DoeStan DoeMorgan DoeWes Doe


TOP OLYMPIC AMBASSADORS

A CLOSER LOOK AT 5 SAMPLE BRAND OLYMPIC AMBASSADORS ONSOCIAL

VOLUME OF MENTIONS AVERAGE ENGAGEMENT

44 AVG RETWEETS/TWEET

AVG LIKES/POST

248 AVG LIKES/POST

280,8901,47349,224Janes’s success as a brand ambassador is largely thanks to his massive following. With over 19M followers on Facebook, Twitter, and Instagram combined, Jane has nearly twice the followers of John Doe, the second most followed Sample Brand Olympian.

JOHN DOE

VOLUME OF MENTIONS

VOLUME OF MENTIONS

VOLUME OF MENTIONS

VOLUME OF MENTIONS

AVERAGE ENGAGEMENT

AVERAGE ENGAGEMENT

AVERAGE ENGAGEMENT

AVERAGE ENGAGEMENT

31

140

AVG RETWEETS/TWEET

AVG RETWEETS/TWEET

AVG LIKES/POST

13

23

5

101

AVG LIKES/POST

AVG LIKES/POST

27,659

1,729

50

2

16,589

31

John also benefits from a massive following with over 10M followers on Facebook, Twitter, and Instagram.

Eric turned lemons into lemonade by posting frequently about his injury and recovery in 2014. By including Sample Brand mentions with these posts, Eric successfully associated sentiments of determination and hard work with the brand.

Kelly’s top performing Sample Brand mentions were congratulatory messages to fellow Sample Brand ambassadors on their successes. These posts capitalize on the buzz surrounding popular sporting events, and represent Kelly as a supportive team player and fan.

Wes is the most active Sample Brand ambassador on social media, averaging 2.7 posts per week. The majority of Wes’s tweets were pushed from Instagram. Posting natively to Twitter will allow a preview of the image and entice higher engagement on brand mentions.

AVG LIKES/POST


AVG LIKES/POST

20

27

AVG LIKES/POST

16,5144913,657


AVG LIKES/POST

8

12

AVG LIKES/POST

23,3161581,466

8

9

10

18

JANE DOE

ERIC DOE

WES DOE

KELLY DOE


COMPETITIVE ANALYSIS

SAMPLE BRAND OLYMPIANS VS COMPETITORS(MARCH 18, 2015 - MARCH 17, 2016)

AMBASSADOR TOTAL IMPRESSIONS*BRAND AVERAGE ENGAGEMENT RATE†TOTAL BRAND MENTIONS

JOHN DOE

KYLE DOE

CARMEN DOE

ERIC DOE

JEFF DOE

LAUREN DOE

ALAN DOE

MARQUES DOE

ROBIN DOE

JASON DOE

MORGAN DOE

MIKE DOE

ANDY DOE

COLLIER DOE

ALEXANDRA DOE

7

7

37

8

53

1.55%

0.79%

3.71%

2.68%

2.41%

1,702,043

3,476,352

3,044,759

162,021

1,325,531

46

12

45

19

63

0.42%

0.91%

2.22%

1.71%

1.74%

9,569,278

16,684,565

3,229,844

13,906,494

7,826,556

44

32

50

33

31

1.72%

0.54%

1.27%

1.06%

0.44%

1,810,425,986

8,154,617

7,306,035

2,336,166

10,194,417

†Average engagement rate is calculated by dividing the total average engagement per post by total followers on each platform used, and then multiplying by 100.

*Impressions are the estimated number of times a post was viewed based on MVPindex’s algorithm that considers factors such as reach, engagement, and virality.

XYZ

ZXY

ZXY

ZXY

ZXY


TWITTER

FACEBOOKWes Doe | October 22, 2015 | 3,190 likes This post was successful in building anticipation for the launch of the Wes Doe’s hand-modeling career by letting league winner fans know that he’s a great brand ambassador for anything that can be held.

Eric Doe | September 4, 2015 | 9,000 Retweets | 17,672 FavoritesFans in Venezuela were champing at the bit to get a glimpse of the new EricEar-wax extractor, and to watch the newly crowned Finals MVP put on a skills display in the capital city of Caracas. Eric showed genuine enthusiasm upon his arrival in Venezuela with the use of multiple question marks.

INSTAGRAMKyle Doe | June 20, 2015 | 436K likes | 3,174 commentsThere is one ultimate best practice that trumps them all: Asking a question of your followers when you’re the NBA Finals MVP riding on a wave of popularity. - by asking his Fans how many brands there are in this photo he not only gotthem involved, but brought brand awareness to at least five brands.

TOP PERFORMING BRAND POSTS SELECT SAMPLE BRAND OLYMPIANS(MARCH 18, 2015 - MARCH 17, 2016)

TOP SAMPLE BRAND POSTS BYOLYMPIC AMBASSADORS

#BeautifulHands, this#WesHands is for real.Love my #ShoeLife

What’s up Venezuela???????#EarWaxRemoval is now a reality.I can’t wait to see all those clean ears.

KyleDoe24 How many brands can youfind in this picture from my office desk?#Apple #poppin #lamy #BMW #Dixie

sample digital brand analysis olympics · powered by mvpindex™ 2 social athlete ranking select...

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