英国品牌报告：社交媒体分析（英文版）.pdf

UKBrandReportSOCIAL MEDIA ANALYTICS32Table of ContentsIntroductionAnalysisFans / Followers06 Fan / Follower Distribution07 Fans / FollowersChange Posts09 Own Posts10 Post Type DistributionInteractions12 Total Interactions23 Interactions Distribution24 Total Interactions vs. Own PostsCustomer Care / Relationship Management 26 User Questions27 Response Times SummaryData InformationAppendix32 Footnotes33 Appendix Metrics03 26282934040508113 quintlyIntroductionIn the United Kingdom around 39 million users actively using social media regularly. The growth trend is pointing upwardsso-cial networks continue to become increasingly popular around the globe and the same holds true for the United Kingdom.According to a report by Statista, digital marketing spendings have continually been rising over the course of the last few years. Their forecast suggests that this trend will continue, amounting to more than 100 billion USD spent per year in 2019. Its no surprise that spendings on social media marketing have risen accordingly. How do the 20 most valuable UK brands use this to their advan-tage? Who gains the biggest impact on Facebook, Twitter or Instagram and how is this achieved?Our UK Brand report aims to find this out! We hope that you find it insightful.2.80 billion people were social media users in 2017, making up a striking 37% of the worlds population.quintlyOur analysis will consider central metrics that cover follower performance, engagement with content as well as how companies deal with customer service in social media.We aggregated data for all 20 brands on Facebook, Instagram and Twitter for the whole year of 2017. The following analysis will give you all the numbers and graphs while highlighting and discussing the most noteworthy results. To not oversaturate this report with graphs, we will concentrate on Facebook data in the analysis. All charts for Instagram and Twitter can be found in the appendix.Analysis4 Please note that companies follow different international strategies on social networks. For example: A brand from the United Kingdom would have only one channel in English for the whole world while oth-ers would choose to run channels for different regions or countries. On Facebook, there exists a construct called “global pages”. These always redirect a user to the right page depending on his or her current loca-tion. Where available, we selected specific UK pages.Brands included in this report: ASDA BurberryLand RoverSainsburysBarclays CadburyLiptonShellBBCDoveMarks & SpencerThree UKBPHSBCNEXTVirgin MediaBTITVO2Vodafonequintly 5 quintly 6 Nowadays, looking at follower metrics is practically considered as outdated and only something that inexperienced beginners would do.While its true that follower4 numbers shouldnt be taken as a meaningful KPI by themselves, they still hold a certain value. When looking at various reports from last year5, it seemed like organic reach on Facebook has generally decreased and the fan numbers thus becoming less relevant for reaching and engaging the right audience.At the same time, ad revenues on Facebook are surging and as there is such a huge audience for the network, companies continue their efforts on the worlds largest social network. However, they are shifting their content from organic to paid. And here we come back to why the follower count is still not something to neglect: people who actively decided to follow your page have shown at least a certain interest in your company. That makes Ad targeting your own followers a fruitful endeavour and thus accordingly, fan numbers shouldnt be ignored.Fans / Followers7 quintlyTop 5 Most Fans / Followers per Network:Facebook Twitter InstagramBurberry 13,159,454 Burberry 14,446,998 Burberry 3,321,040Shell 11,494,260 ITV 9,416,713 Land Over 1,626,151Marks and Spencer2,470,118 BBC 2,708,326 Marks and Spencer268,651NEXT 1,915,691 Land Rover 304,453 NEXT 230,612 ASDA 1,389,567 Marks and Spencer269,964 Dove 214,539quintly 8 Looking at Looking at the top 5 follower counts for all profiles6, two companies stick out: Burberry and Marks & Spencer.Both brands of them appear in the top 5 for followers on Facebook, Twit-ter and Instagram. Even more interesting, Burberry appears on top for all three networks. One other noteworthy case is NEXT. The online retailer appears in the top 5 twice for Instagram and Facebook, but is trailing far behind on Twitter. Fan / Follower Distributionquintly 9 Looking at cases when brands win or lose new followers, Burberry is quite an extraordinary example.The British luxury fashion house based in London company received the highest amount of new followers among all analyzed brands on Insta-gram (2,222,693) and Twitter (1,084,240) within the last year, but was outperformed on Facebook by Marks and Spencer: They gained 463,088 new followers back in 2017.On August 21, 2017, the company gained more than 220,000 new follow-ers. This is an impressive number for the English retailer and a remark-able sign at how the image and reputation of a business or product can significantly increase the follower numbers.Fan / Followers ChangeWhen looking at the mint line in the graph above, representing Shell, you can see that they lose over 400,000 fans on April, 4th 2017. Since, there was no PR related incident for Shell or any scandal in that time that could have lead people away. The most likely explanation here is that Intel actually changed their Facebook page structure by creating a new regional Facebook page, which relocates the followers from their global page to the newly created regional or country specific Facebook page.7 When interpreting social media performance numbers its important to consider of all the effects that have an influence on the profiles individual performance. A good example for this is the Facebook global versus country page function.quintly 10