Social Media Competitive Analysis

the COMPETITIVE LANDSCAPE

in SOCIAL MEDIA by

JOHN BUYSSE

JULY 2012

t TWITTER

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 .03 15 å TWEET DECK

516,828 +266% 523,076 1.0 6 SPROUT SOCIAL

198,546 +53% 159,339 .8 44 å TWEET DECK

153,394 +78% 27,119 .2 10 å SOCIAL ENGAGE

94,720 +96% 133,718 1.4 144 å SOCIAL ENGAGE

92,663 +148% 73,353 .8 8 å TWEET DECK

82,585 +238% 76,950 .9 30 å TWITTER

57,805 +342% 87,492 1.5 2 å SHOUTLET API

COMPETITIVE SUMMARY: TWITTER t t

* 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

•  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

t STARBUCKS t 2,620,168 followers

+72% from ytd 2011

241,778 weekly mentions

13 tweets per day

Link to customer service email address.

Human voice.

•  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

527,838 followers

+167% from ytd 2011


15 tweets per day

t SUBWAY t

Link to contact form.

t MCDONALD'’S t 516,828 followers

+266% from ytd 2011


6 tweets per day

•  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

Marketing lingo is common

Twitter team provides unique p2p interaction

198,546 followers

+53% from ytd 2011


44 tweets per day

t TACO BELL t

•  High levels of daily interaction

o  From main account

•  Fast reply to customer issues

o  Send phone # and link to feedback form

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

Link to feedback form/call center phone #.

t

v

Promotional integration between t and v

•  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

DUNKIN'’ DONUTS

153,394 followers

+78% from ytd 2011


10 tweets per day

t t

Handle issues internally on Twitter with customer care.

Contests almost every day.

94,270 followers

+96% from ytd 2011


144 tweets per day

t CHIPOTLE t

Often seek to solve at store level first…

…and link to contact form if unsolved.

•  Very high levels of interaction from main account

•  Seek to handle customer issues 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

•  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

t KFC t 92,663 followers

+148% from ytd 2011


8 tweets per day

Link customers to KFC Cares email address

Light-hearted replies with Colonel emoticon :-)>

82,585 followers

+238% from ytd 2011


30 tweets per day

t WENDY'’S t

•  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

•  Additional page for “Baconator” sandwich

Link to form on website.

Promoting menu items.

t BURGER KING t 57,805 followers

+342% from ytd 2011


2 tweets per day

•  Low levels of engagement

•  No customer service provided

•  Most tweets are promotion and product-focused

•  Direct response tweets typically regarding coupons

•  Beginning to integrate deals and promotions by linking to Facebook event

v

t

Promotional integration between t and v

Impersonal “engagement”

KEY TAKEAWAYS t t

•  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

OPPORTUNITIES t 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

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**

MESS- AGING

ON

OPEN WALL

30,741,485 +32% 1 21 2 å å

20,743,724 +130% 2 28 1

14,571,367 +89% 1 32 2 å å

8,775,712 +69% 11 138 17 å å

6,631,328 +81% 6 139 15 å å

5,258,715 +309% 3 20 2 å

5,079,940 +61% 6 67 8 å å

2,484,911 +124% 17 46 4 å å

1,822,480 N/A 12 41 3 å å

COMPETITIVE SUMMARY: FACEBOOK v v

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

•  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

30,741,485 page likes

STARBUCKS

+78% from ytd 2011

1 comments per post

per 100K fans

v

21 likes per post per 100K fans

2 shares per post per 100K fans

Posts seem human.

Reply directly on post.


+130% from ytd 2011

2 comments per post

per 100K fans

v



•  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

McDONALD'’S

3,106 comments|64,381 likes|3,667 shares 412 comments | 2,555 likes | 61 shares

VS.


+89% from ytd 2011

1 comments per post

per 100K fans 32

likes per post per 100K fans


•  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

SUBWAY

v

Spot the avocado.

•  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

TACO BELL

v


+69% from ytd 2011

11 comments per post

per 100K fans 138



Comment with contact info.

Humorous product posts.

•  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

DUNKIN'’ DONUTS


+81% from ytd 2011

6 comments per post

per 100K fans 139



v

•  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

BURGER KING


+309% from ytd 2011

3 comments per post

per 100K fans

v



Standard promotional post.

•  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

KFC


+61% from ytd 2011

6 comments per post

per 100K fans 67



v

Link customers to KFC Cares email address

Push to promote Pinterest

•  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

WENDY'’S


+124% from ytd 2011


per 100K fans

v



Two promotions posted in one day



per 100K fans



•  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

CHIPOTLE

v Reply sought to address at store level before escalating

KEY TAKEAWAYS v v

•  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

OPPORTUNITIES v v

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

Social Media Competitive Analysis

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