Social Media Competitive Analysis

the COMPETITIVE LANDSCAPE in SOCIAL MEDIA

by

JOHN BUYSSE JULY 2012

t

TWITTER

t COMPETITIVE SUMMARY: TWITTER t COMPANY

# OF FOLLOWERS YTD JUNE 2012*

% CHANGE FROM YTD JUNE 2011

AVG. WEEKLY MENTIONS**

AVG. WEEKLY MENTIONS PER FOLLOWER

AVG. TWEETS PER DAY†

RESPOND FROM HANDLE

ENGAGEMENT TOOL

2,620,168

+72%

241,778

.1

13

å

TWITTER

527,838

+167%

15,919

15

å

TWEET DECK

516,828

+266%

523,076

198,546

+53%

159,339

153,394

+78%

27,119

94,720

+96%

133,718

92,663

+148%

73,353

82,585

+238%

76,950

57,805

+342%

87,492

.03 1.0 .8 .2 1.4 .8 .9 1.5

6

SPROUT SOCIAL

44

å

TWEET DECK

å

SOCIAL ENGAGE

144

å

SOCIAL ENGAGE

8

å

TWEET DECK

30

å

TWITTER

2

å

SHOUTLET API

10

* Data totals thru June 2012 | Source: www.Twitter.com **Based on totals from April-June 2012 | Source: www.radian6.com † Based on totals from April-June 2012 | Source: www.Twittercounter.com

t STARBUCKS t

2,620,168

241,778

followers

weekly mentions

+72%

13

from ytd 2011 •

High levels of interaction

•

Tweets display a human voice

•

Re-tweet positive feedback from customers

•

Re-tweet relevant info to diversify content

•

Often include an Instagram-edited photo to further humanize content

•

Respond to problem tweets directly from account

•

Additional accounts including specific ones for Frappucinos and Customer ideas

•

Separate blog to showcase “ideas in action”

•

Specific email for Twitter customer issues

tweets per day Link to customer service email address.

Human voice.

527,838

followers

weekly mentions

+167%

15

from ytd 2011 • •

•

•

•

15,919

t SUBWAY t

tweets per day

High levels of interaction Reply with link to contact form for customer issues o Sometimes no resolution offered Occasionally tweet about current promotions o Heavy on “marketing lingo” in these tweets Most tweets are direct responses to customers o Is it meaningful, though?

2nd most followers, but least mentions per week

Link to contact form.

t MCDONALD'’S t

516,828

followers

weekly mentions

+266%

6

from ytd 2011 •

• •

•

523,076

Low levels of interaction from main Twitter o “Twitter team” is unique supplement o “DMing” common, also contributes to low tweet Largest growth of all direct competitors from YTD 2011 Tweets are most frequently marketing-driven o Typically promote a tweet highlighting a new menu item or PFE 3rd most followers among competitors and most mentions per week

tweets per day

Marketing lingo is common

Twitter team provides unique p2p interaction

198,546

followers

weekly mentions

+53%

44

from ytd 2011 •

159,339

t TACO BELL t

tweets per day

High levels of daily interaction o From main account

•

Fast reply to customer issues o Send phone # and link to feedback form

Link to feedback form/call center phone #.

o Engage in a meaningful way that can lead to purchase o Respond with a coupon link o Marketing-driven but appears engagement-focused •

Integration between Twitter and Facebook

•

Human voice adds personal touch to interactions

t

Promotional integration between t and v

v

DUNKIN'’ t DONUTS t

153,394

followers

weekly mentions

+78%

10

from ytd 2011 •

27,119

High levels of interaction directly from main account o Low mention volume makes this possible

•

Customer issues handled within Twitter/engagement tool through DM

•

Commonly reply to positive tweets

•

Most tweets centered on contests and promotions

tweets per day Handle issues internally on Twitter with customer care.

Contests almost every day.

94,270

133,718

followers

weekly mentions

+96%

144

from ytd 2011

t CHIPOTLE t

tweets per day

•

Very high levels of interaction from main account

•

Seek to handle customer issues at store level first

Often seek to solve at store level first…

o Link to contact form when unresolved •

Low mentions volume relative to McDonald’s, but extremely high mention volume relative to own number of followers

•

Page almost exclusively intended for engagement

•

Most tweets per day of any competitor

…and link to contact form if unsolved.

92,663

t KFC t

73,353

followers

weekly mentions

+148%

8

from ytd 2011 •

Low levels of daily interaction

•

Link customers to KFC Cares email address when issues arise

•

Large growth in followers from YTD 2011

•

Most tweets are light-hearted replies to funny customer tweets and compliments

•

Beginning to develop a presence on Pinterest page highlighting secret recipes from the Colonel o Using Twitter to build buzz for this

tweets per day

Link customers to KFC Cares email address

Light-hearted replies with Colonel emoticon :-)>

82,585

76,950

followers

weekly mentions

+238%

30

from ytd 2011

tweets per day

•

High levels of interaction from main account

•

Link customers with issues to form

•

Often reply to positive customer comments

•

Frequent giveaways for customers that DM the account

•

Use promoted tweets to highlight menu item – similar to McDonald’s o Marketing lingo common

•

Massive follower growth since YTD 2011, o Overall following still small

•

t WENDY'’S t

Additional page for “Baconator” sandwich

Link to form on website.

Promoting menu items.

t BURGER KING t

57,805

followers

weekly mentions

+342%

2

from ytd 2011 •

Low levels of engagement

•

No customer service provided

•

Most tweets are promotion and productfocused

•

Direct response tweets typically regarding coupons

•

87,492

tweets per day Impersonal “engagement”

t

Beginning to integrate deals and promotions by linking to Facebook event

Promotional integration between t and v

v

t

KEY TAKEAWAYS

• Large Following ≠ Influence • Competitors lacking in p2p customer service o Majority link to website form or 800 # for customer issues • Some pages marketing-focused, some engagement-focused o Some a mixture of the two Strengths: • Only company with Twitter team that have own handles o Hands-on approach to Twitter customer issues • Most mentions-per-week signaling major share of voice that cannot be matched by anyone right now

t

t

OPPORTUNITIES

t

1.

Humanize @McDonalds Voice • Still promote products, but in a more relatable tone • More light-hearted tweeting, but not overkill

2.

Explore Further Use of Digital Coupons • Allows for quick, easy way to “treat” customers without DM back and forth

3.

Further Integrate Twitter and Facebook • Potential location for digital coupon use (Facebook “deals”) • Further Twitter follower/Facebook fan crossover o 20,000,000 Likes > 500,000 Followers

“The account is a bit heavy on the promotion of featured menu offerings, but does respond to concerned customers' tweets.”

-Fortune 500 Magazine

v

FACEBOOK

v COMPETITIVE SUMMARY: FACEBOOK v COMPANY

PAGE LIKES YTD JUNE 2012*

% CHANGE FROM YTD JUNE 2011

AVG. COMMENTS PER POST/ 100K FANS**

AVG. LIKES PER POST/ 100K FANS**

AVG. SHARES PER POST/ 100 K FANS**

30,741,485

+32%

1

21

20,743,724

+130%

14,571,367

+89%

8,775,712

+69%

6,631,328

+81%

5,258,715

+309%

5,079,940

+61%

2,484,911

+124%

1,822,480

N/A

2 1 11 6 3 6 17 12

28 32 138 139 20 67 46 41

2 1 2 17 15 2 8 4 3

MESSAGING ON

OPEN WALL

å å å å å å å å å å å å å å å

* Data totals thru June 2012 | Source: www.Facebook.com **Based on totals from last 10 posts | Source: www.Facebook.com

STARBUCKS

30,741,485

page likes

+78%

from ytd 2011 1

comments per post per 100K fans

21

likes per post per 100K fans

• •

• •

2

shares per post per 100K fans

v

•

Messaging turned on o No reply when tested Consumers have the ability to post o Starbucks will often respond in comments Posts maintain human voice Often promote products, but in approachable way o Instagram product pictures o These are typically the most liked Overall the page promotes open, honest conversation

Posts seem human.

Reply directly on post.

McDONALD'’S

20,743,724

page likes

+130% • • • •

•

Messaging turned off, wall closed Occassional complaints in comments of posts Posts are typically product-focused Marketing lingo dominates, but potential to improve is there o Posts that are more “human” see major spike in comments/ likes/shares o Content curators decide what they want to share Seeing major growth in page likes since YTD 2011

from ytd 2011 2

comments per post per 100K fans

28

likes per post per 100K fans

1

shares per post per 100K fans

VS. 3,106 comments|64,381 likes|3,667 shares

412 comments | 2,555 likes | 61 shares

v

SUBWAY

14,571,367

page likes

+89%

from ytd 2011 1

comments per post per 100K fans

32

likes per post per 100K fans

2

shares per post per 100K fans

v

Messaging turned on o Reply with link to customer service form • Wall open o No reply to complaints • Promotions have been main focus and still are o Beginning to diversify content with amusing photos, recipes and “spot the avocado” series o Link to customer service form also given in page description •

Spot the avocado.

TACO BELL

8,775,712

page likes

+69%

• •

Messaging turned on, wall open o Reply with link to customer service form and 800# for both Product promotion is done through with “real” feel and humor o Posts are 2nd most ‘liked’ (per 100K fans) o Most shared (per 100K fans) amongst competitors

from ytd 2011 11

comments per post per 100K fans

138

likes per post per 100K fans Humorous product posts.

Comment with contact info.

17

shares per post per 100K fans

v

DUNKIN'’ DONUTS

6,631,328

page likes

+81%

from ytd 2011 6

comments per post per 100K fans

139

likes per post per 100K fans

15

shares per post per 100K fans

v

•

• •

Messaging on, wall open o No reply to message in test o Never reply to customer complaints on timeline wall Cover photo (above) devoted to a “Fan of the Week” Average most likes per post (per 100K fans) o Due to popular product shots with playful captions

BURGER KING

5,258,715

page likes

+309% • • • •

Messaging turned OFF, wall open o No customer service offered on Facebook Link to company Yelp! profile in bio Posts almost exclusively devoted to promotions and marketing o Lowest likes/100K fans as a result Most growth in page likes out of all competitors o 4th lowest overall, though Standard promotional post.

from ytd 2011 3

comments per post per 100K fans

20

likes per post per 100K fans

2

shares per post per 100K fans

v

KFC

5,079,940

page likes

+61%

from ytd 2011 6

comments per post per 100K fans

67

• • • •

Messaging on, wall open o Reply to messages with KFC Cares email Less promotions and more general product shots posted lately 3rd most likes and shares per 100K fans compared to competitors As with Twitter, they are using Facebook to promote Pinterest page showcasing secret recipes

likes per post per 100K fans

8

shares per post per 100K fans

v

Link customers to KFC Cares email address Push to promote Pinterest

WENDY'’S

2,484,911

page likes

• •

•

Messaging on, wall open o No reply in test complaint Overall, page is dedicated to promotions and product messaging o Lacks “human touch” popular with consumers o Customer service not a priority on Facebook Several promotions running at once o Cluttered feeling as a result

+124% from ytd 2011 17

comments per post per 100K fans

46

likes per post per 100K fans

4

Two promotions posted in one day

shares per post per 100K fans

v

CHIPOTLE

1,822,480

page likes 12

•

comments per post per 100K fans

41

likes per post per 100K fans

3

•

Messaging on, wall open o Similar reply to Twitter: seek to resolve at store before escalating o Almost always reply to wall posts from consumers in comments § Easier to do with low volume Company posts are very rare compared to competitors o Sometimes go weeks without posting o Engagement seems to be main focus

shares per post per 100K fans

v

Reply sought to address at store level before escalating

v • •

• •

KEY TAKEAWAYS Most competitors use Facebook for promotional purposes Different tones and types of content illicit different responses o “Artsy” product shots and funny wording see more likes/shares o Marketing messages less popular People are content curators o Desirable posts can be social currency for consumers Engagement/customer service not a priority for most brands

Strengths: • Reach: More than 21,000,000 fans and COUNTING • Many posts are being shared by thousands of people • Potential for unmatched customer service with “Contact Us” application test • Post frequency o Not too much, not too little

v

v

OPPORTUNITIES

1. Further Humanize McDonald’s Posts • Attractive product shots with clever phrases • People are willing to share and interact, make it appealing 2. Customer Service “Contact Us” Application • Could become the industry norm • McDonald’s will be ahead of the game if it’s successful

v