Doughnut Day: played out on social media

National Doughnut bay o played out on social media o Each year, doughnut brands across the country celebrate the day when women of the Salvation Army handed out doughnuts to service men in the battlefields of France. The two biggest names in Doughnuts, Dunkin' Donuts and Krispy Kreme Doughnuts, offer free doughnuts to all on this special day. Legend Unmetric took a look at the new battle ground where the major doughnut brands trade blows to outsocialize the other. u Unmetric Score* Size of the donut indicates number of fans. Engagement Score lie Cover Photo Updates Number of times that brands updates their Facebook cover. * The Unmetric Score is calculated using various metrics, weighted and balanced to produce a single benchmarkable score. 48 hreme Unmetric uses weighted fan interactions to calculate the engagement score. Krispy Kreme scores a slam "dunk" when it 62 comes to engaging its audience. ARUNKIN' DONUTS Facebook Fans Female vs Male Free donut! For National Doughnut Day. Dunkin' Donuts is giving away a free donut with every beverage purchase. Yum! 66% Both Dunkin' Donuts and Krispy Kreme have the 34% same percentage of male and female fans. EContent Strategies Both brands have a clear strategy when it comes to engaging fans, "0OZENS" WEEKENDS SPECIAL DAYS "Dozens" is Krispy Kreme's word of choice, they like to remind people about their boxes which contains. a dozen doughnuts. Weekends feature big in Krispy Kreme's content strategy. they like to ask about weekend plans. breakfast day Dunkin' Donuts leverages special days for its content strategy. Pushing Doughnut Day That's the number of Doughnut Day posts Dunkin' Donuts made in the run up to the big day with an average Engagement Score of 200 each - making it the most engaging That's the number of Doughnut Day posts Krispy Kreme Doughnuts made. until they removed it from their timeline. The post got an Engagement Score of 113. content on its timeline. Engaging Posts Wondering how important Wondering how important doughnuts are to these brands? doughnuts are to these brands? Check this out. The top engaging posts included pictures of doughnuts. For the least engaging posts, only a few of them had pictures of doughnuts. Posts that include a picture of a doughnut DUNKIN DONUTS most Kuspy hreme QQQQQQQO engaging Posts that include a picture of a doughnut DUNKIN DÖNUTS least engaging Tweets Per Day DUNKIN' DONUTS 18 105 199 1h 23 min. 13 sector 245.2K 10 Number of followers Average Reply Time tweets replies huspy hreme DUNKIN huapy hreme 43.5K 172 352 2h 20 min. Methodology: Unmelric compiled its "National Doughnut Doy Report" by sourcing data from its social media UNmetric Is your brand social enough? benchmarking platform. Insights and brand activities on Facebook were Not-so-obvious competitive intelligence on over 10,000 brands across 30 sectors..so you analyzed for May 2013. know who is outsocializing who. And how. www.unmetric.com [email protected] @unmetric DONUTS