Social Success Stories - Amazon Web Services
Social Success Stories - Amazon Web Services
Social Success Stories - Amazon Web Services
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<strong>Social</strong> <strong>Success</strong> <strong>Stories</strong><br />
Marketing Lessons from Industry Leaders<br />
Top 10 <strong>Services</strong> Brands on Facebook and Twitter<br />
American Express<br />
Farmers Insurance<br />
DirecTV<br />
Live Nation<br />
Visa<br />
Ticketmaster<br />
UPS<br />
Ancestry.com<br />
24 Hour Fitness<br />
Accenture<br />
Best <strong>Social</strong> Engagement in <strong>Services</strong><br />
2,464,693<br />
2,334,713<br />
1,279,217<br />
809,691<br />
875,106<br />
547,165<br />
368,804<br />
322,572<br />
227,982<br />
118,429<br />
In our last section, we’ll examine the top 10 services brands on<br />
Facebook and Twitter based on their following. In the services section,<br />
we chose the number two and number three brands for our deep<br />
analysis dive to spice it up a bit. The Facebook leaders in this category<br />
are American Express, Farmers Insurance – our choice for a deep dive,<br />
DirecTV, Live Nation, Visa, Ticketmaster, UPS, Ancestry.com, 24 Hour<br />
Fitness, and Accenture rounding out the top 10. On Twitter, the leaders<br />
are CME Group, CBOE, American Express – our deep dive choice,<br />
Tepco, Live Nation, Ticketmaster, Vanguard, Comcast Digital Care<br />
Center, DirecTV and Accenture.<br />
Brands in the services industry register much smaller followings than their counterparts in retail and<br />
sports. This is not a huge shock; there is less up-to-the-minute excitement occurring for some of the<br />
brands below. In this section, we’ll share how the Farmers Insurance connects with their audience on<br />
Facebook and how American Express builds strong connections on Twitter.<br />
The services brands with the largest followings may have fewer than our other categories, but that<br />
hasn’t impacted their engagement rates. By and large, they are consistent with the others.<br />
Brand Fans Fans<br />
Talking<br />
About<br />
Brand<br />
5,694<br />
4,431<br />
26,430<br />
11,235<br />
118,330<br />
10,531<br />
7,120<br />
4,088<br />
1,760<br />
1,566<br />
Engagement<br />
Ratio<br />
0.23%<br />
0.19%<br />
2.07%<br />
1.39%<br />
13.52%<br />
1.92%<br />
1.93%<br />
1.27%<br />
0.77%<br />
1.32%<br />
Brand Followers Total<br />
Posts<br />
CME Group<br />
CBOE<br />
American Express<br />
TEPCO<br />
Live Nation<br />
Ticketmaster<br />
Vanguard<br />
Comcast Digital<br />
Source: Data from The Fan Page List, as of June 19th, 2012.<br />
16<br />
Care Team<br />
DirecTV<br />
Accenture<br />
754,740<br />
730,686<br />
470,930<br />
256,166<br />
185,785<br />
73,356<br />
61,768<br />
57,835<br />
55,162<br />
48,354<br />
19,396<br />
6,153<br />
13,809<br />
2,805<br />
8,949<br />
9,891<br />
4,808<br />
52,446<br />
21,636<br />
4,176<br />
Followers<br />
Per Post<br />
38.91<br />
118.75<br />
34.10<br />
91.32<br />
20.76<br />
7.41<br />
12.85<br />
1.10<br />
2.55<br />
11.58
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