The Race for Social Media Engagement

THE RACE FOR SOCIAL MEDIA ENGAGEMENT 102k 285k Many auto brands maintain a large number of profiles on Facebook, Twitfer, YouTube and Pinterest. Some brands have one page for each model, some brands have dedicated support accounts on Twitter, etc. Where possible, Unmetric has combined all of this data in to a single entity. All data gathered from Q4 2012. FANS FOLLOWERS & SUBSCRIBERS 6.1M 6M Only 4 out of the 18 analyzed brands are yet to create a Pinterest account. 93K 5.4M GROWTH % Increase in Fans, Followers and Subscribers in Q4. 2.3M 2M 240% 1.7M 37% 1.6M 1.6M 1.2M 1.2M 1.1M 05K 15K IK 71k 46 0,07k 230k 20k 5K О ЗКк 20k 19K 0.04K 46k 9K 92k 44k 74 49 12K 0.3K 53K 68 23 0.4K 0.4K A2 66 64 58 38 35 33 UNMETRIC SCORE 37 35 69 45 35 39 63 28 44 30 43 46 The Unmetric Score is a combination of various metrics weighted and balanced to produce a single sector specific score that brands can use to benchmark their social media efforts. 34 31 30 32 35 CONTENT ŠTRATEGY Engagement Oriented Posts, though very sparingly posted by brands have been highly engaging with fans. Posts about Corporate Social Responsibility, Ad Campaigns and Promotions on Facebook have failed to engage with fans. Number of Posts 389 Engagement 173 116 105 90 193 85 82 63 53 50 56 144 110 95 86 84 69 30 29 23 Question Event Photos New to Fans Features Brand Contest Ad CSR Promotions LikeThis/ Vehicle News Campaigns Engagement Launch Oriented Posts ENGAGEMENT SCORE Engagement is a weighted score calculated from the number of Likes, Comments, Shares and Estimated Impressions each post receives. 244 244 In an industry where exclusivity reigns, many luxury automakers are seeing greater successes on social media by shifting their focus to engagement. Mercedes and Audi are clearly winning the race for fan engagement on Facebook. 178 166 117 101 91 85 81 74 Ford KIA REPLIES ON TWITTER 6.859 Number of Replies Ford has replied a staggering 6,059 times on its Twitter accounts. However, it took the American company over eight hours on average to reply to follower tweets. Chrysler responds the fastest in just over two hours. 756 343 262 247 216 185 Ford KIA NISSAN Average Reply Time Зh 40min 8h 21min 11h 31min 9h 12min 13h 58min 29h 03min 12h 19min UIEWS ON YOUTUBE 123.4M 65M 58M 49.5M 46M KIA Volkswagen's dominance can be attributed almost entirely to the company's legendary 2011 commercial "The Force" which, with over 55 million views, had more views than the entire YouTube channels of all but two other automakers (Chevy and Toyota). UNmetric Unmetric supplies a distinct, high-demand service for brands that stops companies from fying blind with their social media efforts. Using a combination of advanced algorithms and human computing power, Unmetric delivers data and benchmark insights for various industry sectors that were previously unavailable for Facebook, Twitter, YouTube and Pinterest. Now brands are finally able to answer the basic business question of "How do we stack up against the competition?" when it comes to their social media presence. Methodology social media benchmarking platform. Facebook, Twitter, YouTube, and Unmetric compiled its Auto Industry Report by sourcing data from Pinterest statistics were gathered from Oct. 1 to Dec. 31, 2012. About Unmetric Unmetric Inc. is headquartered in New York City and works with clients across the world. The Unmetric platform was established to give Fortune 500 companies and other large global brands and agencies key performance data around which they could benchmark their social media efforts and answer the question "Are we doing well?". For more information, visit www.unmetric.com, check out the Unmetric blog at http://blog.unmetric.com, or email us at [email protected]. You Tube W'8 0.9K 117K 185K 298k 146K 128k