1 2013 A Study of The Most Engaged Brand on Twitter: The Most Followed Are Not The Brands With the Highest Engagement By Dr. Natalie L. Petouhoff UCLA Anderson Adjunct Prof
2 Table of Contents: Hot Brands and Trends Top 25 Most Engaged Brands on Twitter What do the Top 25 Do That Others Don t? The 100 Most Followed Brands How the Study Was Conducted & the Definition of Engagement In this Study & Author Bio
3 1. YouTube 23,662, Instagram 15,995, CNN Breaking News 10,506, UberSocial 9,515, TwitPic 8,818, The New York Times 7,621, CNN 7,509, Programa Panico 7,244, MTV 6,710, NBA 6,708, Facebook 6,606, ESPN 6,055, FunnyorDie.com 5,532, BBC Breaking News 5,127, The Onion 4,641, OneLouder Apps 4,518, Hootsuite 4,425, NFL 4,399, detikcom 4,285, Samsung Mobile USA 4,283, Notebook of Love 4,203, Snaptu 3,705, NASA 3,527, Metro TV 3,511, Starbucks 3,437, Most Followed Brands on Twitter 26. Cineplex 3,419, Whole Foods Market 3,229, BBC World News 3,147, National Geographic 3,047, Zappos.com 2,678, TechCrunch 2,580, Reuters 2,571, Disney Pixar 2,539, Portal R7 2,537, Fox News 2,442, InStylecom 2,331, WWD - Women's Wear Daily 2,210, Vogue 2,209, Pitchfork 2,193, Arsenal 2,167, itunes Trailers 2,133, TweetDeck 2,126, Disneywords 2,114, WWE 2,105, Threadless 2,104, The New Yorker 2,093, someecards 2,081, TOMS Shoes Shoes for Tomorrow 2,042, Funny Facts 2,021, Dropbox 2,002, The Olympic Games 1,977, Guardian Technology 1,963, Good Morning America 1,935, Nimbuzz 1,926, Newsweek 1,914, Victoria's Secret 1,898, Etsy 1,882, H&M 1,825, Chelsea Football Club 1,820, Wired 1,806, Wikileaks 1,735, JetBlue Airways 1,712, TMZ 1,696, National Hockey League 1,657, Woot 1,653, The Associated Press 1,640, PlayStation 1,639, Christian Dior 1,635, BlackBerry Burberry 1,622, Disney 1,577, UNICEF 1,575, Life.com 1,569, G4TV 1,556, Food Network 1,552, NPR News 1,508, Apple AppStore 1,495, Dell Outlet 1,486, Washington Post 1,458, Digg 1,415, charity: water 1,380, Chanel 1,354, Forbes 1,351, BBC News - UK 1,332, Subway 1,028, Forever 21, Inc 977, McDonald's 966, Intel 932, Nike 926, Xbox 848, American Express 623, Louis Vuitton 536, Target 528, Amazon 444, Net-a-porter.com 418, ebay 187, ZARA 164, Adobe Systems Incorporated 152, Neiman Marcus 114, Oreo 76,235
4 Where does your brand stand? 25 Brands With the Highest Engagement 1. To see this Engagement Analysis powered by InfiniGraph.com, go to: refid=mashable042513toptwitter 1. Notebook of Love 2. Disneywords 3. ESPN 4. Funny Facts 5. PlayStation 6. Disney 7. Chelsea Football Club 8. BBC Breaking News 9. NASA 10. CNN Breaking News 11. Instagram 12. YouTube 13. Facebook 14. NBA 15. Arsenal 16. The Onion 17. Disney Pixar 18. FunnyorDie.com 19. CNN 20. National Geographic 21. UNICEF 22. Dropbox 23. MTV 24. WWE 25. Chanel Do you know?
5 25 Brands With the Highest Post Volume Comparing the list of brand with the highest engagement, (pg. 4) to the brands with the highest post volume (pg. 5) shows having more followers does not always mean more engagement. 1. JetBlue Airways 2. American Express 3. detikcom 4. Victoria Secret 5. Metro TV 6. Whole Foods Market 7. Reuters 8. Portal R7 9. BBC News UK 10. The Associated Press 11. National Hockey League 12. NFL 13. Samsung Mobile USA 14. NBA 15. WWE 16. The New York Times 17. McDonald s 18. Washington Post 19. MTV 20. Disneywords 21. Forbes 22. TechCrunch 23. Notebook of Love 24. TMZ 25. WWD- Women s Wear Daily
6 The Most Engaged Brands Post Content Very Consistently Notebook of Love (#1)* and Disneywords (#2)* posts volumes are very consistent Arsenal s posts in spurts (#16)* *Ranking of the top most engaged brands on twitter, pg. 4
7 What The Top 25 Most Engaged Brand s Use for Content: Photos!
8 When Do The Top 25 Most Engaged Brand s Post? Wednesday What day do they post the most? What type of content do they post the most?
9 The Hour of The Day The Top 25 Most Engaged Brand s Post? 4PM
10 Do you know what content engages your audience? Here s the secret to understanding what type of content drives high engagement By studying the content from the brand s with the highest engagement, you can learn what works In this example, we are looking at the brand: Notebook of Love The content type is: a link The clicks: 29,801 Retweets: 180 What type of content do you post the most?
11 Adobe Systems Incorporated 99 Apple AppStore 99 NBA 99 American Express 99 Wikileaks 99 OneLouder Apps 99 WWE 99 Fox News 98 Wired 97 H&M 97 CNN 97 Louis Vuitton 96 Instagram 95 Amazon 95 NASA 95 Starbucks 95 TwitPic 95 Target 95 Subway 94 TweetDeck 94 BBC World News 93 The New Yorker 93 National Geographic 93 Digg 92 NPR News Most Followed Brand s Klout Scores 26. Whole Foods Market Snaptu InStylecom Good Morning America Chanel TMZ WWD - Women's Wear Daily Hootsuite Life.com JetBlue Airways Christian Dior Neiman Marcus Pitchfork Chelsea Football Club Net-a-porter.com Oreo BBC Breaking News Guardian Technology Reuters Funny Facts Woot Nike Nimbuzz Disney Etsy BlackBerry Newsweek itunes Trailers TOMS Shoes Shoes for Tomorrow Food Network Dell Outlet ZARA NFL Portal R BBC News - UK Forbes someecards Samsung Mobile USA FunnyorDie.com Metro TV Dropbox UberSocial The Onion MTV ebay The New York Times Forever 21, Inc Cineplex Victoria's Secret Xbox ESPN Programa Panico CNN Breaking News Zappos.com Notebook of Love McDonald's The Olympic Games detikcom Arsenal G4TV Burberry Facebook PlayStation The Associated Press TechCrunch charity: water Disney Pixar UNICEF Disneywords Intel YouTube Threadless Vogue Washington Post National Hockey League 31
12 " Go to smo.infinigraph.com " Search to see if your brand is in the system " If its not, request that it s added " Then select the brands you want to compare to your brand and run the report in Infinigraph " Study the results of the comparison " Compare how much you post vs the level of engagement " Study the other brand s engagement capabilities and tactics " And make changes to your strategy and tactics
13 How the Study was Conducted 1. We looked at the brands with the most Twitter followers and created a list of 100 of the most followed brands for the month of February We used InfiniGraph.com to crunch all the B.I.G. Data in this report 3. There's certainly lot's of definitions of engagement. In this case, the InfiniGraph Engagement Platform looked at engagement as measured by RT s, clicks replies. 4. To see this Engagement Analysis powered by InfiniGraph.com, go to: refid=mashable042513toptwitter 2. The 100 brands with the most followers were put into the InfiniGraph Platform for the time period of 02/2013 to 03/ The InfiniGraph Platform took the information about each brand and gathered the data you see in this report: The volume of posts The level of engagement The content that is shared by each brand What days / times during the day it is shared and Compares and ranks it 4. Then the Infinigraph system creates the graphs you see in this report. Engagement is measured by RT s, clicks replies.
14 The Brand s Twitter Handles Brand Name Na#onal Hockey League NBA Neiman Marcus Net- a- porter.com Newsweek NFL Nike Nimbuzz Notebook of Love NPR News OneLouder Apps Oreo Pitchfork PlaySta#on Portal R7 Programa Panico Reuters Samsung Mobile USA Snaptu someecards Starbucks Subway Target TechCrunch The Associated Press The New York Times The New Yorker The Olympic Games The Onion Threadless TMZ TOMS Shoes Shoes for Tomorrow TweetDeck TwitPic UberSocial UNICEF Victoria's Secret Vogue Washington Post Whole Foods Market Wikileaks Wired Woot WWD - Women's Wear Daily WWE Xbox YouTube Zappos.com ZARA @zara
15 Brand Name Twi-er Handle 21 Adobe Systems American Apple BBC Breaking BBC News - BBC World charity: Chelsea Football Chris#an CNN Breaking Dell Disney Food Forever 21, Fox Funny Good Morning Guardian itunes JetBlue Louis Metro Na#onal The Brand s Twitter Handles
16 Dr. Natalie Petouhoff CEO The Results Group As a Forrester Analyst, Dr. Natalie led the pack by writing the world's 1st social media ROI model. Dr. Natalie's social media ROI videos have set the precedent for businesses to take social media seriously. Today companies rely on Dr. Natalie s 7 Steps to FastTrack Social Media Business Success to help them create a plan, justify it to upper management, track the progress, do more of the right things and integrate it with traditional business objectives to obtain an ROI. This includes: 1. Benchmarking Your Social Media Capabilities: Your Capabilities Ranking vs. Competitors 2. Setting Business Goals: Your Business Case, Measurement Program & Dynamic ROI Dashboard & Scorecard 3. Determining Target Audiences: Identify Customers & Ambassadors For Higher WOM 4. Establishing A Content Strategy: Create Content To Intentionally Drive Business Goals 5. Creating an Interaction Strategy: Design Audience Engagement, Integrate w/ Traditional Processes & Scale it With Software 6. Training Executives & Staff: Align Business Objectives, Skills & Organizational Change 7. Pivoting & Iterating: Update Your Social Media Scorecard & Optimize Goals & Plan Dr. Natalie s 7-step process provides companies with a customized, benchmark report; a scorecard comparing them to their competitors and a strategic/tactical short/long-term plan based on best practices. This process is so successful its one of the world's first social business courses anywhere and why UCLA Anderson s Business School & UCLA Extension chose Dr. Natalie's 7 Steps to FastTrack Social Media Business Success because it delivers unprecedented, real-world business results. As a sought after thought leader, Dr. Natalie s work is featured in Huffington Post, USAToday, Adage, BusinessWeek, Fast Company, The New York Times and The Wall Street Journal; is the subject of four books including Like My Stuff: How to Monetize Facebook; numerous best practice white papers and makes her a top choice as a TV commentator. As an accomplished keynote speaker at OMMA, Gartner, SMAC, WOMMA, Digital Hollywood, Forrester and on her radio program, TheSocialNetworkShow.com, Dr. Natalie enlightens, empowers and inspires listeners. Want more information on Dr. Natalie? Follow her here: Twitter: Blog: LinkedIn: Facebook: Full Disclosure: InfiniGraph is a client of Dr. Natalie s and she is a proud advisory board member. The study was commissioned by Nestivity and Evolve Capital.
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