Social Media Analytics Blog

Social Media Benchmarking: How To Analyze Your Competitors In Three Steps

Social Media BenchmarkingHigh competition requires a well driven marketing. But a well driven marketing requires as many information about the market as possible. Firstly, you need to know which opportunities you have to grow on the market, but secondly you also need to know your closest competitors. And you have to know your competitors very well to get the ability of always being one step ahead. Referring to marketing,  92 % of companies have already integrated social media in their strategy.

Nowadays, nearly every brand can be found on social networks like Facebook, Twitter, Google+ and YouTube. The success on social media can results in a general success for the brands, because word-of-mouth is a strong marketing element and can’t be tamed and users are talking about brands and give recommendations all the time. If the companies are driving their social media appearance well, they are able to create more buzz which finally leads to more likes, shares, followers etc. and this grows the brand and it’s popularity in return. So taking a look at the social media performance of companies can shed light on the own successes but also on competitors strategies.

So having a look on the social media success of companies can shed light on the own one and the competitors as well.

Benchmarking Is The Magic Word: But What Exactly Is It?

The dictionary says, benchmarking is “a measurement of the quality of an organization’s policies, products, programs, strategies, etc.”, so that a company is in the know of it’s strengths and weaknesses. The other objective of the benchmarking process is “to determine what and where improvements are called for” and “to analyze how other organizations achieve their high performance levels”. As a consequence, companies try to transfer the obtained information into concrete strategies to improve their performance. Benchmarking is a cycle, in which the described actions has to be regularly repeated to achieve real success and to get strategic competitive advantages compared to others.

Referring to social media, the cycle starts in analyzing what to track on what platforms, for example interactions of the users and/or static numbers like fans, followers etc. In the next step, you’re going to select suitable competitors for benchmarking, which have similar products or are active on the same market. And then the real magic begins: Analyzing your performance on social media and those of your competitors and collecting as much data as possible. On the basis of those information, your company will be able to implement new strategies and develop existing ones. And finally, the cycle starts at the beginning again.

Practicing benchmarking efficiently it is important to create new strategies and to focus on existing strengths. Copying the strategies of competitors can implicate negative consequences, for example a bad image and the lack of knowledge.

Social Media Competition: A Look Behind The Curtain

Now knowing all about benchmarking, it is time to take a look behind the curtain on Facebook, Twitter and YouTube. As you already read, the magic lies behind the scenes: Don’t only focus on the analysis of your own weaknesses, opportunities, strengths and threats. Also identify those elements on your competitor’s appearance on the market and look for overlaps and differences. The following steps show how to get first deep insights on the competition.

For the competitor analysis we chose a global example to focus on, which can be associated to a more or less similar target group: Popular fashion brands, which are segmented in the low to middle price category, targeting fashion-conscious men and women. Let’s see how H&M, Forever 21, American Eagle and ZARA are competing on social media. At least, we will compare the weaknesses and strengths of one brand in table form and will interpret possible opportunities and threats using a SWOT-Analysis. This analysis will help creating new strategies for the brand to get a strategic advantage in contrast to it’s competitors.

All-In-On Social Media Benchmarking

Social Media Benchmarking Facebook

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Social Media Benchmarking Twitter

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To identify the best practices and the weaknesses as well, the key metrics radar gives a good first overview as the basic position. The radar benchmarks the four brands on the social networks Facebook and Twitter during a similar time period. You directly see the strengths of each brand, which are quite various. For example American Eagle shows activity and posts regularly, but doesn’t acquire a huge number of fans and interactions on Facebook. An indicator for the passivity could be that the american brand doesn’t response to user posts. On Twitter, American Eagle strengths it’s social media position by showing presence on the page in form of a high tweet count and a high response rate.
Forever 21 meanwhile takes a very strong position on Facebook with a high level on five of seven key metrics. On Twitter, the popular fashion brand shows similar activity, but refer to the user interactions Forever 21 has to strengthen it’s position in the near future.
The scandinavian fashion brand H&M is not that active on both networks, but nevertheless registers large, growing numbers of fans and followers. But in one category H&M leaves it’s competitors behind: A high response rate on Facebook as well as on Twitter. ZARA is currently in the middle of the range, showing some deficits in the level of action on both networks.
In conclusion, the strengths of each brands are various in general, but they also diversify of network to network.

It’s All About The Numbers: Benchmarking Tables

In school, most of you may hated handling with numbers in every way. But for a useful analysis, it’s essential to go on numeral details. With key metrics tables, you can add numbers to the radar metrics. Additionally, the table presents a ranking and shows you’re clear position in the competition.

Social Media Benchmarking

Social Media Benchmarking

Social Media Benchmarking

In this case, the position of each brand diversifies on each platform again during the measured time periods. Since March 2011, ZARA has saved a strong position on Facebook, although the precious brand shows the least action with only nearly 400 posts. But with this small input, ZARA reaches a wide range of people talking about the brand. On Twitter and YouTube, ZARA shows the same passivity refer to new uploads. In contrast to ZARA, American Eagle takes a lot of action on Twitter during the period from August to November this year, but isn’t able to reach a wide range of users. Refer to Facebook, the american brand could intensify it’s efforts to acquire more fans and likes.

H&M takes a strong position on Facebook, too, but it rather succeeds on YouTube during the last month. Forever 21 also holds off refer to video uploads on YouTube, but it’s popularity reflects in the total numbers of subscribers. On Facebook, Forever 21 takes the last position.

Service, The Supreme Discipline For Businesses

Consumers often set value in a good service, in stationary stores as well as on online stores and social media networks. A bad service can quickly lead to a decline of a brand’s popularity. Therefore, service is an important performance metric and beneficial to add it to the social media benchmarking metrics.

Social Media Benchmarking Facebook

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Social Media Benchmarking

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In this charts, we can compare the service refer to response times on Facebook and Twitter for each of the four brands. Obviously, all brands allow user posts on the Facebook page during the measured time period from March 2011 to November 2013, but don’t respond to a huge number of posts and questions. American Eagle even respond to no post, which we’ve already seen in the key metrics radar. It looks like H&M has the best service on Facebook, refer to the response times during the last two and a half years. The up-to-date brand responds to more than 20 % of user posts during 0-2 hours. Forever 21 also cares about it’s service on Facebook, but on a lower level than H&M. ZARA takes the position before last with a very low level of responses.

The service on Twitter is measured from August to November this year. Compared to Facebook, the four brands give only little actions in the service on Twitter. ZARA and Forever 21 don’t respond to any kind of post, whereas American Eagle gives more input on Twitter than on Facebook. H&M only react to ten percent of user posts, but in contrast to American Eagle, H&M answers a bit quicker.

Spot On For The SWOT (Example American Eagle)

H&M is the strongest competitor, so the other brands have to push their marketing efforts. Through the social media benchmarking analysis, we now know the best practices of H&M on social media as well as the elements which provoke weaker interactions on the networks. American Eagle is the brand of the four which strongly has to proof itself on social media. Thinking about concrete marketing strategies the fashion brand can build, setting goals is the first step to go. Refer to benchmarking, you have to create best practices which set your brand apart from the competition.
In this case, the brand with the eagle could target a higher interaction rate and an increasing follower growth on Twitter.
The next step is finding out about opportunities and threats on this platform to relate them to the former analyzed strengths and weaknesses. Making it more visual and practical, we’re going to build a SWOT-analysis to evolve applicable strategies.
American Eagles strengths are its actions on Twitter and a fan base on Facebook, which has a medium size. But the fan change rate on Facebook indicates a growth trend. The most need for action can be noticed in the service, which currently is on the zero level.

Social Media Benchmarking Strategy

Benchmarking: 360 Degree View Of  Social Media Environment

The matrix now allows to derive concrete strategies for an increasing social media success. The combination of strengths, weaknesses, opportunities and threats gives impulsions for a development and deformation of the social media marketing of American Eagle. Additionally, the social media benchmarking helps the fashion brand to become aware of it’s own position on social media and to learn from the competitors. H&M obviously drives an efficient marketing on the single networks, so American Eagle could now start struggling for a similar success on social media. A professional marketing strategy means orientating on the competitors, but not copying their best practices.

Summing up, benchmarking is a useful process to optimize your strategy on social media and/or to build new strategies, inspired by the competition. Analyzing other brands with similar products and target groups helps to know where you and your own brand stand and what need to be developed and improved. Depending on which market you’re serving, a unique marketing strategy is essential to accentuate your brand from the mass of competing brands.


Social Media Music: The Marketing Sound Of Streaming Services

Social Media Music BrandsPaying money for music? This is the question many music-lovers ask themselves when they want to hear songs from their favorite artists everywhere and every time. The popularity of CDs is far away, filling the smart phone or the MP3-Player with music is often annoying and sometimes the new favorite song is still missing on the way.
Music streaming services seem to be a good alternative to hear music nonstop and on the go.

Additionally, there’s another benefit: Records are expensive and often you don’t really like each song. Substituted you can buy single songs, but on average one dollar for a song can make you pay a proud amount of cash, depending on how many songs you buy. For streaming services you mostly pay on a monthly basis, depending on how many hours you listen to music or whether you want to have your music with you everywhere.

Social Media Music: A Successful E-Commerce Model

Music streaming services are successful. They reach a wide range of users. We’re not only talking about the internet users in general, but about the social media users who are connected – in the era of smart phones the connection stays nearly everywhere and every time, parallel working to the music streaming services.

And at this point, social media music is born. It’s not only about hearing music, it’s also about the viral power users create through song recommendations, shares and likes. When music is discovered through friends, people listen to more music and more various artists. To think one step wider, this social exploration functions like a big marketing campaign, which can increase growth and at least ROI for the artists. Facebook makes it easy and effective possible to discover music through the Open Graph functionalities: With such a truly social connection to the big music streaming services Spotify, Deezer, Rdio and others, the success of those services can be pushed on a high level. Hearing a song on Spotify appears in the newsfeed of your friends. Big win of this model: Facebook friends can recognize the name of the music service and the artist, too. So you see, consuming music has become a wide spread social activity, which balloons the success of such modern music streaming services.

Music Streaming Services Face A Strong Competition

Music streaming is a successful model for the internet, although the companies have to handle a lot of problems, e.g. the management of the licenses. Nevertheless, this market is still growing. However, the competition is strong and nearly endless, because the user can decide between millions of songs. Aspects like loading time, number of songs, quality and many others are crucial for a users constancy on one service. But if anything doesn’t work perfectly, the competitors are waiting for the user to defect to them.
How is the competition in the area of social media music? We analyzed six of the biggest and most established streaming services on Facebook, Twitter and YouTube and tried to find out whether the success of the services looks similar on the social networks or whether fans, followers and subscribers can’t make a clear decision among all those music streaming services.

Streaming Service Logo Facebook Fans Twitter Followers YouTube Subscribers
iTunes Profile Picture iTunes 30,743,838 4,921,180
iHeartRadio Profile Picture iheartradio 6,463,224 238,358 39,107
Pandora Profile Picture Pandora 6,002,518 189,261 7,233
Spotify Profile Picture Spotify 3,858,022 608,322 9,031
Deezer Profile Picture Deezer 2,257,619 44,406 8,837
Rdio Profile Picture Rdio 1,269,420 95,687 5,265

The first overview presents the differences of the success of the music streaming services in pure numbers. iTunes is leaving it’s competitors far behind with a huge popularity on the social networks, but it is not only a music streaming service, but also offers videos, movies, TV shows, books and podcasts. So the large numbers result from the fact, that the Facebook page of iTunes involves all those services. On Twitter, iTunes drives a single performance for iTunes music. Pandora, which established the categorization of music tracks (Music Genome Project) in 2007, has been nearly kept up by the competitors during the last years. Numbers are good, but we want to take a deeper look in the spheres of social media music.

Social Media Music: Streaming Services On Facebook

 

Social Media Music Brands

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We’re starting our analysis by focusing the social media music performances on Facebook. The key metrics radar is a best case instrument for social media benchmarking, so it directly shows the strengths and weaknesses of brands compared to the competition. In this case, Rdio’s biggest strength is the high fan change rate for the last three months, but there is a huge need for action in the other areas like interactions. In opposite to Rdio, iHeartRadio’s strengths are in the interaction part on Facebook, but it registers the lowest growth in this time period. On the one hand, the six music streaming services have oppositional areas on Facebook, which need improvements, but on the other hand, they also have oppositional strengths that make them succeeding on Facebook.

Social Media Music Facebook

The key metrics table gives a more detailed overview by giving total numbers for the chosen data period from 18th August to 27th October. To begin with the fan change rate, this metric is a good indicator for the interest in a product, the fan loyalty and the success of marketing campaigns. With only one published post, Rdio shows a very low level of interaction on Facebook. iHeartRadio counters with 231 posts and a large number of people talking about this service. The increase results seem to result from the iHeartRadio festival in september 2013, which created a strong viral buzz on social media. iTunes can overcome with more than the double number of people who talked about the Apple service in this time period.

Interacting with the fans on Facebook is important to reach advantages over competitors. The response rate indicates whether companies react on consumer questions and the general way of communicating with their audience. Having one more look at the table, iHeartRadio and Rdio show huge response rates, which represents a strong connection to the Facebook audience. Meanwhile Spotify isn’t even going to allow user posts on it’s Facebook page. Maybe this disconnection to the fans and the small input, Spotify gives on the performance, lead to the small fan growth and the low viral spread we recognize in the table. iTunes also doesn’t show a close fan relationship because it allows user posts indeed, but doesn’t respond to anything.

Social Media Music On Facebook

The hard competition, music streaming services have to face, also becomes visual in this table: The key interacting users are those users, who take the most action on the measured Facebook sites during the chosen time period. In this case, the most interactions can be allocated to iHeartRadio. In addition to that, some users take action on several social media music services on Facebook, for example some users posted on Pandora as well as on iHeartRadio on Facebook during the last fourteen days.

Offer The Beat, Get A Tweet: Music Streaming Services On Twitter

Social Media Music Twitter

Views change on Twitter: iTunes has regularly fed the followers with tweets in this month. Meanwhile, the followers recognized this input with a lot of mentions and makes iTunes the unchallenged leader in this category. Spotify is as little active on Twitter as on Facebook. Although Pandora often responds to follower questions, the pioneer of music categorization can’t really keep up with the competition. Deezer comes up with a high follower change rate, but with it’s low interactions, the service isn’t able to gain on the other music streaming services. Refer to the level of newsfeed on Twitter, iTunes is far away from the competition with the most own tweets and the most retweets.

Sound Meets Video: Social Media Music On YouTube

Social Media Music YouTube

Firstly, we get that iTunes has no channel on YouTube, so for the following comparison of social media music on the audiovisual network, iTunes is out.
During the period from Oct 7th to Oct 27th, Rdio registers the highest views change rate, which obviously had no effect on the subscriber change rate. Deezer’s and Pandora’s YouTube audience has grown mostly. Refer to the total numbers of videos and views, iHeartRadio leaves it’s competitors far behind. Compared to Pandora, the music streaming service of those five which was founded first (2000), which only registers 60 videos in total, the younger service iHeartRadio (founded in 2008) already counts 192 videos. But in the measured period, Pandora shows a higher views change rate and subscriber change rate than iHeartRadio.

A Strong Competition Requires A Strong Social Media Marketing

In comparison, we realized different social media music performances refer to input as well as to success. But in general, all music streaming services show presence on the largest social networks Facebook, Twitter and YouTube.
Summing up, iTunes appears as the competition leader, but with an innovative marketing like a festival, iHeartRadio can easily keep up on social media.

It seems that the popularity of music streaming services are growing with the increasing number of launches. The services reach a wide range of fans, followers and subscribers, but most of them still use the service in the free version. Maybe with an efficient, expansive social media marketing the services are able to create another appreciation for music and the way to consume it.

It is difficult to choose the right music streaming tool, because the offers and features are more or less similar on each. The only thing that counts is that you are able to hear your favorite music everywhere, for a fair price. Isn’t this a great feeling? A negative aspect will always be the fact, that you are not the song owner. It is just a stream. But even for the future, it will be hard to find an all-inclusive solution. Because music is part of culture and is worth to spend some money on.

How are you currently consuming music? And are you willing to pay for good music? Your choice! If you’re unsure at the moment, grab your ear-phone, play one of your favorite songs and sing along loudly!


And Action! A Comparison Of Social Media Cinema Performances

Social Media Cinema Less than a hundred years ago, people were afraid when they first sat in front of a big screen which showed moving pictures. But soon people were impressed by this amazing technical progress and visiting cinema became a popular activity for everyone.

Today, impressing people has turned into a difficult task for the cinema industry. Also the recent progress, turning into a three-dimensional world through special 3D-glasses, seems slowly becoming saturated.

And in the era of streaming you have two options: watching a movie on a big screen with towering sound, but paying a ticket – or to wait some weeks when the movie becomes available on media libraries on the net and then watching the movie at home.

Your choice!

The cinema’s attendance seems to decline through options like that. But is cinema really dying out or will it always keep it’s impressive power for people? We analyzed the actions, some of the  largest cinema chains worldwide take on social media.

Social Media Cinema Audience Numbers

Cinema Chain Logo Facebook Fans Twitter Followers
AMC Theatres Profile Picture AMC Theatres 4,157,774 216,074
Empire Theatres Profile Picture Empire Theatres 89,749 20,280
Regal Cinemas Profile Picture Regal Cinemas 2,232,241 99,561
Cinemark Profile Picture Cinemark 895,165 17,728
Cinemax India Profile Picture Cinemax India 57,481 4,208

Cinema Chains: Action On Facebook

Social Media Cinema Facebook

The table gives a detailed overview about the actions the big cinema chains take on Facebook and the actions of their fans as well. For a deep analysis, the table combines pure numbers (fan growth, average people talking about, a.s.o.) with rates (interaction rate and response rate). Additionally, we directly realize the differences between the five chains refer to the numbers on Facebook: AMC Theaters take the first position with a huge distance to the competitors. On the one hand, Cinemax India only registers 280 people who averagely talk about the cinema chain, but on the other hand it publishes nearly as much posts as AMC during the period of one month. So the indian chain tries to keep up with the strong competitors on Facebook.

Cinema Performing On Twitter

Social Media Cinema Twitter

The performances on Twitter are also driven actively. AMC is on top, too, and regularly feeds the more than 200,000 followers with tweets. At this point we can make an interesting discovery: The numbers of tweets make AMC the leader on Twitter, but in the measured time period, Regal Movies seems to be the real winner refer to the number of retweets. The cinema chain only tweets 167 times in the last month, but those tweets are retweeted more than 5,500 times. Probably the content Regal tweets has a higher benefit for the users than the tweets of AMC have. Another relevant metric is the follower growth. In this case, AMC registers nearly no new followers for the last four weeks, whereas Cinemax India has grown incredibly.

Social Media Cinema Twitter

Taking a look at the follower interactions on the Twitter performances, the Cinemark chain shows the highest interaction rate in the last month, but generally the chain is on the same level as Regal Cinemas. Probably the peak in september is a result of intensive promotion and positive feedback for new movies. The followers of the other cinemas don`t show s lot of interaction on the Twitter pages.

So we now know that those big players in the cinema industry actively involve social media in their marketing strategy. But do the fans and follower really have an additional benefit of those regional performances? Isn’t cinema rather a local business?

Social Media Cinema: Marketing Strategy On A Local Basis

Especially small independent cinemas have to focus on a social media strategy, but they are locally based.
But in comparison with the big players, the small cinemas can keep up well. For example AMC has also local pages on Facebook for each theatre, but they just run a regional site on Twitter. So, are the single theaters of the big players on one level with the independent theaters in regard to the social media actions?

We also analyzed the city-based performances of cinemas on the example of New York. Especially in New York you find a various spectrum of movie theaters which compete against each other, most of all against the big theaters such as AMC. But the simple key to get people’s attention is being present on social media.

Social Media Cinema

The chart compares the single theaters relating to their actions on Facebook. Whereas the small independent cinemas seem to be relatively active on Facebook refer to posts, the AMC and Regal chain stores in New York show less news feed for their fans. Furthermore, the independent cinemas Nitehawk and Cinema Arts Centre seem to be more user friendly, because they allow user posts and response to them. On a local basis, that is a good strategy for customer loyalty.

At least a view on the activities, the world’s largest cinema chain AMC gives on the single theaters in certain cities is worth it.

Social Media Cinema Facebook

 At first view, the metrics posts and response rate give information about the almost similar input, AMC gives on each platform. The presented numbers as well as a look at the single Facebook pages prove, that all theaters are pushed on the same level and that AMC publishes one content on nearly each local platform. The opposing side looks different, because the fan interactions on the Facebook pages seem to depend on the city. The theaters which take the first three positions are located in the global cities New York, San Josè and Los Angeles, so the number of fans and the number of people talking about depend on the population. Nevertheless, the interaction rate diversifies in each city and reaches the highest numbers in the smaller locations (AMC Columbus and AMC Freehold Metroplex). An indicator for this fact could be the lower offer of cinemas, which is quiet more various in e.g. New York.

Forecast: Can Cinema Survive With Social Media?

In summary it becomes obvious, that cinemas actively use social media to reach the mass, on regional as well as on local bases. Even small independent cinemas use social media, not only the big chains. It is the possibility, especially for the independent cinemas, to survive in the era of multiplex and home entertainment. In the connected digital world of today, cinemas can impress their audience with nice offers and possibilities of interaction on social media. And honestly: who wants to see movies like Pacific Rim, Avatar or The Dark Knight on a small laptop screen with gritty sound? Cinema will not die because the demand for an intensive adventure of watching will not die. And the potential audience can get reached through social media. That contains being active on social media and also analyzing the interactions.

Latest Solution: Smart Cinema

A trend which is not that widespread yet is smart cinema. It could be another way for cinemas to enthuse people to visit theaters instead of watching films online. On (smart) trailer-platforms the users collect coins for watching trailers and answering content related questions at the end of the trailers. The more coins he collects the more options the user gets to redeem his coins, e.g. movie-tickets or DVDs. The german first mover flimmer, amongst others financed by Roland Emmerich, registers 3,547 fans and 417 follower until now, but seems to be a real chance for cinema. Moviepilot is an example for a cinema blog where users give recommendations for movies. With incredible 4,461,380 fans and 6,760 follower the platform shows the importance of user-generated content in the era of web 2.0.

So finally we get a simple phrase: Making people watch the movie on cinema means getting watchable on social media means watching the interactions on social media.

What do you think about the cinema’s future? Easy to handle like that or still dying? Buy a retort popcorn, that might help answering.


The Social Media Search Engine Battle: Google Vs. Yahoo

Social Media Search Engine BattleToday, two of the world’s largest internet companies and the largest search engines at the same time meet: Google and Yahoo. Google registers 1 Billion active users each month, Yahoo nearly reaches this number with 800 Million users. In the USA, Google counts ca. 12 Billion queries monthly and Yahoo only 3 Billion. You think we already have the winner in this duel? Maybe Yahoo will overtake Google, let’s find out with the help of some interesting charts. At least, we will crown the social media search engine king. Let the battle begin.

Can Yahoo Beat Google On Social Media?

We start with a small overview about the number of social media users who have already liked, followed or subscribed the internet giants. Obviously, Google wins again refer to pure numbers.

Search Engine Logo Facebook Fans Twitter Follower YouTube Subscribers
Google Profile Picture Google 15,042,374 7,059,313 2,135,160
Yahoo Profile Picture Yahoo 11,118,798 976,001 16,122

In round two we now analyze the interactions on Facebook of the search engines.

How The Search Engines Perform On Facebook

Social Media Search Engine Comparison

The radar gives a good overview of the most relevant metrics on Facebook which influence the fanpage’s success. The first thing we realize is that Google as well as Yahoo don’t register a response rate. That means both don’t allow any kind of user posts. The second thing we directly see is that Google reaches higher numbers. Yahoo catches up with a high number of own posts, but Google illustrates its king position again: two to zero at this time.

But let’s go in detail for final results and analyze certain metrics in round three.

The Interaction Rate On Facebook

Social Media Search Engine Facebook

The chart shall illustrate the fan interactions on Google’s and Yahoo’s Facebook pages. Obviously the fan activity on the Google page is a lot higher than on Yahoo’s fan page. However, the activity on Yahoo’s page constantly holds the same level, whereas the interactions on Google’s page constantly fluctuate. Nevertheless, the interactions on the Google page are a lot stronger and thereby strengthen it’s number one position.

Interactions are the one thing, but from whom do they come from? Right, the fans. So we also have to take a look on the development of the number of fans.

Social Media Search Engine Fans

For the last two years, Yahoo has nearly held the number of fans on the same level, while Google definitely had some extreme increases of the fans change rate. At the beginning of 2012 Google reached a peak through the intensified terms of use and also received a new nickname as a consequence: Evil Google. Since April 2012 the fans change rate of both is nearly similar.

Google Versus Yahoo:  The Search Engines On Twitter

In the further analysis, we also have to check the social media search engine performances on Twitter. For an immediate comparison with the Facebook performance, we analyzed the same metrics on Twitter, but in a period of four months on a daily basis.

Social Media Search Engine Twitter

Things look different on Twitter. On the Yahoo Twitter page daily happens something and so Yahoo tightly passes Google. Meanwhile Google shows some abrupt increases in nearly similar time intervals. In August this year the numbers reached a peak with Google’s Moto X Smartphone Event. Therefore, both search engines are on the same level refer to the interaction rate. The result for this round: undecided.

But is Google able to attach their followers in the long run? The follower change rate shall give answers subsequently.

Does Google And Yahoo Have Loyal Followers?

Social Media Search Engine Twitter

Yahoo registers a higher and also inconsistent change rate than on Facebook. Google continuously holds the level but with lower numbers. The question is: Who wins? Google’s followers stay, but nearly no new users click follow on Twitter. The number of Yahoo’s followers is shakily, so it could eventually reach the number of the Google followers. Actually, Google wins.

Google And Yahoo Performance On YouTube

Finally, we shortly analyze both performances on YouTube. As we all know, YouTube is part of Google therefore from the outset it seems to be clear which brand is leading on the biggest video network of the world. But that fact didn’t hold us back to check the YouTube performance of both brands. The table below shows the results, which are miles away of each other:

Metric Yahoo Google
Number of Videos 286 1,561
Number of Views 6,536,731 752,987,371
Average Views Per Video 14,139 51,131
Interaction Rate 0,12 0,67

The Final Decision: Who Is The Social Media Champion?

It is time for a final result, which social media search engine wins the crown? Yahoo had a chance, but Google finally made it, at least Google always has an ace in the hole: the sweet synonym ‘googling’ for searching on the internet. To ‘google’ has officially been admitted to dictionaries and people’s habitual language use.

And what about the social media performances? Both search engines seem to practice an active newsfeed for their social media audience. Yahoo’s performance seems to be improvable in comparison with Google’s interactions on social media. Actually, Yahoo is introducing its ‘Not my Email’-Button, which allows users to ‘return’ messages that were not meant for them. This idea already stumbles on diverse meanings, so maybe Yahoo’s audience numbers are going to fluctuate prospectively. That intensifies the necessity of a good social media marketing.

The aspect that both internet companies block user posts on Facebook may has negative effects on the fan’s mood, because both giants offer a wide skid of service tools. So maybe Yahoo as well as Google could strengthen the relationship to their fans with allowing questions on the platform and respond to them quickly.

How often do you use the google word instead of ‘searching’ or ‘checking up’? And does your mail address end with yahoo or gmail? Crown your own king of search engines!


Social Media Effects: Kit Kat Partnership With Android

Social Media Effects On Business PartnershipKit Kat: The crunchy, chocolate candy bar, who does not know it? Android: The operating system for mobile devices with the cute green robot as a trade mark. You think there is no connection between both? Yes, there is! Kit Kat will be the next iteration of the Android mobile operating system 4.4. In the past, Android always named its versions after desserts like Cupcake and Jelly Bean, but it has never chosen a brand name before. So Kit Kat has made THE big deal to promote its candy bar. Could there be any better kind of product placement? People have reacted differently, but Kit Kat does not have to care about bad mentions because it has already reached important social media effects: get people talking about the brand. The following chart shows the rise of the average number of people who have talked about Kit Kat on Facebook during the last week. At the weekend Kit Kat reached the maximum number of more than 220,000 people.

Social Media Effects: Skyrocketing Growth Of People Talking

Kit Kat Social Media Effects On Facebook

Obviously, the number has risen immensely because since Tuesday the marriage of Android and Kit Kat has generated a lot of rumors worldwide. On the one hand, people are talking about Kit Kat on Facebook, but on the other hand, the number of fans didn’t grow a lot in the last days. The impact on Twitter is a lot more impressive: The number of followers has gone up to more than 26,000 during a few days, parallelly to the interactions on Facebook. Another diagram shall illustrate the dimension of the booming rumors, Kit Kat has activated with its announcement.

Social Media Effects On Kit Kat Presence On Twitter

At that point, the social medial effects of Kit Kat’s great deal are not to be dismissed. And those brands, which have smiled at the funny Kit Kat-bot, now have indicators for the success of Kit Kat’s Social Media Marketing. Unfortunately the chart also illustrates that the hype evaporated as quick as it arrived, so the question which stays is: Can we really talk about a success?

Social Media Effects Android Kit Kat Design

Anyway, Kit Kat is still a popular candy, but since tuesday the name Kit Kat has been recalled for everyone, who hasn’t been thinking about Kit Kat for a longer time. And now the whole world shares the Android robot’s transformation into a candy bar consisting Kit Kat-bot in front of the typical red background which also represents Kit Kat. Nestlé has directly changed the design of the social media presences, so that the new Kit Kat-bot stares at us everywhere. So that campaign could have a sustainable effect in the nearer future when people will often be confronted with Kit Kat’s and Android´s new corporate design.

In addition to that, the Radar below shows Kit Kat’s position on Facebook in comparison to its competitors and indeed Kit Kat’s need for action in social media. Thus the crunchy bar positions the midfield whereas M&M’s for example registers an enormous growth of fans and interactions this year.

Social Media Effects Facebook Candy Bars

Kit Kat still has to develop its position between its competitors, so the new deal is a big step to more social influence. After Kit Kat has failed its last social media campaign in 2012, the green Android robot as the new mascot is promising more sustainable success than the spooky guy in the bear suit which has negatively influenced Kit Kat’s image. Many people may think negatively about the new campaign too. But Kit Kat now has an influential marketing campaign which makes people laughing and talking about. The candy bar as well as the people’s meaning are split, but the positive consequences for Kit Kat and its mother Nestlé have begun yet. At least these consequences will be measurable with social media analytics going forward.

The social media effects on Kit Kat’s performances on Twitter and Facebook are obvious, but will those effects also influence people’s spending capacity? To analyze long-term impacts of Kit Kat’s product placement, we have to monitor the prospective effects. So what do you think about Kit Kat’s impact in the nearer future? Are we all having a break with the crunchy bar, or is rather Kit Kat going to have a break in its demand?

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