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<strong>2016</strong> <strong>Social</strong> <strong>Media</strong> <strong>Impact</strong><br />
<strong>Report</strong>: <strong>B2C</strong> <strong>Industry</strong> <strong>Edition</strong><br />
1
EXECUTIVE SUMMARY<br />
We all learn from the best. So what<br />
could you learn from the best brands<br />
in your industry?<br />
For this report, we used the TrackMaven software<br />
platform to analyze 10 months of content from 213<br />
leading <strong>B2C</strong> brands on 5 key social networks to<br />
understand the impact of social media for<br />
<strong>B2C</strong> marketers.<br />
The findings presented in this report show how industrydisruptive<br />
brands find audiences on saturated social<br />
networks, and how innovative social strategies keep<br />
long-established brands on top. We also compare the<br />
impact of different <strong>B2C</strong> industries on social media,<br />
including detailed industry breakdowns with best<br />
practices and recommendations.<br />
THE <strong>B2C</strong> INDUSTRIES ANALYZED IN THIS<br />
REPORT INCLUDE:<br />
• Apparel<br />
• Automakers<br />
• Consumer Products<br />
• Entertainment<br />
• Food & Beverage<br />
• Hospitality<br />
• Insurance<br />
• Restaurants<br />
• Retailers<br />
• Telco & Cable<br />
Learn which social networks drive the greatest impact for<br />
your peers, and see how your brand measures up against<br />
industry-specific benchmarks.<br />
2
2<br />
4<br />
6<br />
8<br />
10<br />
11<br />
12<br />
13<br />
14<br />
15<br />
16<br />
17<br />
18<br />
19<br />
20<br />
21<br />
I. Executive Summary<br />
II The <strong>B2C</strong> <strong>Social</strong> <strong>Media</strong> Landscape: How Do <strong>B2C</strong> Industries Stack Up On <strong>Social</strong> <strong>Media</strong>?<br />
How Do <strong>B2C</strong> Industries Stack Up By Audience Size?<br />
Where Do <strong>B2C</strong> Industries See Engagement?<br />
III. <strong>Industry</strong> Case Studies<br />
Apparel<br />
Automakers<br />
Consumer Products<br />
Entertainment<br />
Food & Beverage<br />
Hospitality<br />
Insurance<br />
Retailers<br />
Restaurants<br />
Telco & Cable<br />
IV. About the Data<br />
3
THE <strong>B2C</strong> SOCIAL MEDIA LANDSCAPE:<br />
HOW DO <strong>B2C</strong> INDUSTRIES STACK UP ON<br />
SOCIAL MEDIA?<br />
Which industries drive the greatest ROI from social<br />
media? The graph to the right provides a high-level<br />
answer for <strong>B2C</strong> marketers.<br />
50<br />
FOLLOWER GROWTH VS. ENGAGEMENT RATIO FOR <strong>B2C</strong> INDUSTRIES:<br />
JANUARY - OCTOBER 2015<br />
Hospitality<br />
This graph plots the average follower growth and content<br />
engagement — measured across Facebook, Twitter,<br />
LinkedIn, Instagram, and Pinterest — by industry.<br />
45<br />
40<br />
Industries with the greatest average follower growth per<br />
brand score highest along the Y-axis. Industries with the<br />
greatest engagement ratio — measured as the average<br />
number of interactions per post per 1,000 followers —<br />
score highest along the X-axis.<br />
The size of the bubble reflects the median total audience<br />
size for a brand in each industry on Facebook, Twitter,<br />
LinkedIn, Instagram, and Pinterest combined.<br />
% FOLLOWER GROWTH<br />
35<br />
30<br />
25<br />
20<br />
Entertainment<br />
Insurance<br />
Analysis based on social media accounts from<br />
213 <strong>B2C</strong> brands across Facebook, Twitter,<br />
Instagram, Pinterest, and LinkedIn from January<br />
2015-October 2015.<br />
15<br />
10<br />
Consumer Products<br />
Apparel<br />
Restaurants<br />
Automakers<br />
SOCIAL MEDIA AUDIENCE SIZE<br />
5<br />
Retailers<br />
0<br />
0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 5.5<br />
Telco & Cable<br />
Food Beverage<br />
ENGAGEMENT RATIO<br />
(Average Interactions Per Post Per 1000 Followers)<br />
4
<strong>B2C</strong> <strong>Social</strong> <strong>Media</strong> Landscape:<br />
Key Takeaways<br />
APPAREL, INSURANCE, AND<br />
ENTERTAINMENT BRANDS ARE IN<br />
THE SOCIAL MEDIA SWEET SPOT.<br />
Brands in these industries have both<br />
substantial audience growth and content<br />
engagement on social media, indicating<br />
highly impactful social content.<br />
The Apparel industry’s 18.62% average<br />
follower growth per brand is especially<br />
impressive given the large overall<br />
social following.<br />
WHEN IT COMES TO SOCIAL<br />
ENGAGEMENT, AUTOMAKER<br />
BRANDS RULE THE ROAD.<br />
Across the <strong>B2C</strong> landscape, automakers<br />
have the most engaged social media<br />
audiences with an average engagement<br />
ratio of 5.62. Insurance brands are a<br />
distant second (2.43).<br />
HOSPITALITY BRANDS ARE ADEPT<br />
AT GROWING THEIR AUDIENCES.<br />
Across the <strong>B2C</strong> landscape, brands in the<br />
hospitality sector see the highest social<br />
media audience growth, with 53.34%<br />
follower growth on average, despite the<br />
fact that their engagement level is just<br />
middle-of-the-pack compared to the rest<br />
of the <strong>B2C</strong> industries.<br />
FOOD & BEVERAGE AUDIENCES<br />
ARE SHRINKING.<br />
Food & Beverage is the only industry with<br />
negative follower growth across the period<br />
of study (-0.06%). Across the industry,<br />
large beverage brands — including Coca-<br />
Cola and Dr. Pepper — experienced a<br />
decline in Facebook followers across 2015.<br />
This could be due to Facebook’s cleanup<br />
of inactive accounts, as well as due to the<br />
brewing backlash against big soda.<br />
5
How Do <strong>B2C</strong> Industries Stack Up By Audience Size?<br />
The graph below displays the median social media audience size for <strong>B2C</strong> brands by<br />
industry across Facebook, Twitter, LinkedIn, Pinterest, and Instagram.<br />
<strong>B2C</strong> SOCIAL MEDIA AUDIENCE SIZE BY INDUSTRY<br />
Apparel<br />
Automakers<br />
Restaurants<br />
Consumer Products<br />
Telco & Cable<br />
Food & Beverage<br />
Retail<br />
Hospitality<br />
Entertainment<br />
Twitter<br />
Pinterest<br />
Linkedin<br />
Instagram<br />
Facebook<br />
Insurance<br />
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0<br />
MEDIAN AUDIENCE SIZE BY CHANNEL<br />
By millions of followers<br />
6<br />
Analysis based on social media accounts from 213 <strong>B2C</strong> brands across<br />
Facebook, Twitter, Instagram, Pinterest, and LinkedIn from January<br />
2015-October 2015.
Audience Size: Key Takeaways<br />
FACEBOOK IS A FOLLOWER<br />
FEEDING GROUND.<br />
Across industries, <strong>B2C</strong> brands have<br />
the largest median audience sizes on<br />
Facebook. Among <strong>B2C</strong> industries,<br />
restaurant brands have the largest<br />
median Facebook audience (2.8 Million<br />
Page Likes).<br />
APPAREL & AUTOMAKER BRANDS<br />
CULTIVATE CHANNEL VARIETY.<br />
While Facebook dominates the overall<br />
social audience for the majority of <strong>B2C</strong><br />
industries, Apparel and Automaker brands<br />
have significant audiences on a diverse<br />
mix of channels.<br />
APPAREL BRANDS ARE SOCIAL<br />
MEDIA BEHEMOTHS.<br />
On Instagram, Twitter, and Pinterest,<br />
Apparel brands sport the largest median<br />
audience sizes (952K, 545K, and 18K,<br />
respectively). Apparel brands also<br />
sport the 3rd largest median Facebook<br />
audience (2.3 million Fans).<br />
CONSUMER PRODUCT AND BRANDS<br />
CONNECT ON LINKEDIN.<br />
At 748K, the median LinkedIn audience<br />
for Consumer Products brands is 5X<br />
greater than that of brands in all other <strong>B2C</strong><br />
industries.<br />
7
Where Do <strong>B2C</strong> Industries See Engagement?<br />
<strong>B2C</strong> SOCIAL MEDIA ENGAGEMENT RATIO BY INDUSTRY<br />
The graph below displays the engagement ratio — measured as the average<br />
number of interactions per post per 1,000 followers — on Facebook, Twitter,<br />
Instagram, Pinterest, and LinkedIn. In other words, the bigger the bubble, the<br />
more engagement a brand in the industry gets on that social network.<br />
Apparel<br />
Automakers<br />
Consumer<br />
Products<br />
Entertainment<br />
Food &<br />
Beverage<br />
Hospitality Insurance Restaurants Retail Telco & Cable<br />
Twitter<br />
0.2 0.4 0.7 0.6 0.6 0.3<br />
0.4 1.0 0.2 0.2<br />
Facebook<br />
0.4 1.2 2.1 1.2 1.0 0.9<br />
2.6 1.9 0.8 0.4<br />
Pinterest<br />
28.3<br />
13.6<br />
20.2 9.3<br />
75.5<br />
0.4 2.6<br />
3.5<br />
3.8<br />
0.2<br />
Linkedin<br />
1.1 1.1 0.3 1.8 0.8 1.0<br />
0.6 1.4 0.5 0.5<br />
Instagram<br />
13.7 40.6 15.2 14.9 34.7 20.8 48.6 15.0 17.9 9.0<br />
8
Engagement Ratio: Key Takeaways<br />
<strong>B2C</strong> BRANDS FAIL TO ENGAGE ON TWITTER.<br />
<strong>Industry</strong>-wide, <strong>B2C</strong> brands see minimal engagement<br />
ratios on Twitter. Restaurant brands perform best on<br />
Twitter, but still sport a measly engagement ratio of 1<br />
interaction per post per 1,000 followers on average.<br />
DESPITE MYRIAD FANS, FACEBOOK FLOUNDERS.<br />
<strong>B2C</strong> brands have plentiful Facebook fans, but their<br />
Facebook audiences engage minimally, likely due to<br />
overall decreases in organic reach on the network. <strong>B2C</strong><br />
brands see a higher ratio of interactions on Instagram and<br />
Pinterest.<br />
INSTAGRAM IS THE <strong>B2C</strong> ENGAGEMENT WINNER.<br />
With the exception of the Consumer Products and<br />
Telcommunication & Cable industries, <strong>B2C</strong> brands see<br />
the highest engagement ratios on Instagram.<br />
TELCO & CABLE AND CONSUMER PRODUCTS<br />
BRANDS SOAR ON PINTEREST.<br />
Believe it or not, these two industries are Pining their way<br />
to greater brand engagement. We’ll explore this finding<br />
further in the industry breakdown sections of this report<br />
(pages 20 and 13, respectively).<br />
9
<strong>Industry</strong> Case Studies
Apparel<br />
TOP CHANNEL: INSTAGRAM<br />
KEY TAKEAWAYS<br />
MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS<br />
• Facebook is where Apparel brands see the largest audiences (2.3<br />
million Page Likes). Compared to other <strong>B2C</strong> industries, however,<br />
Apparel brands are also well-represented with sizable audiences on<br />
Instagram and Twitter.<br />
• Instagram is the most effective channel for Apparel brands, with<br />
an average engagement ratio of 13.71. LinkedIn is the second most<br />
effective channel (1.12 engagement ratio).<br />
• Outerwear brands are top performers on Instagram (24.9<br />
engagement ratio), 2X the engagement ratio of Casual Clothing<br />
(13.8), Footwear (12.9), and High Fashion (11.8) brands on average.<br />
Analysis based on the top 27 apparel brands in the Global 500 and leading apparel brands on<br />
social media as identified by the TrackMaven platform.<br />
PINTEREST<br />
18<br />
LINKEDIN<br />
91<br />
INSTAGRAM<br />
952<br />
TWITTER<br />
545<br />
FACEBOOK<br />
2,282<br />
ENGAGEMENT RATIO<br />
(AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)<br />
LINKEDIN<br />
1.12<br />
PINTEREST<br />
0.49<br />
FACEBOOK<br />
0.43<br />
TWITTER<br />
0.17<br />
INSTAGRAM<br />
13.71<br />
INSTAGRAM SUBSECTOR ENGAGEMENT RATIO<br />
24.9 13.8<br />
OUTERWEAR<br />
CASUAL CLOTHING<br />
12.9 11.8<br />
FOOTWEAR<br />
HIGH FASHION<br />
11
Automakers<br />
TOP CHANNEL: INSTAGRAM<br />
KEY TAKEAWAYS<br />
• Facebook is where Automaker brands have the largest median<br />
audience size on Facebook (2.6 million Page Likes).<br />
MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS<br />
PINTEREST<br />
4<br />
• Instagram is the most effective channel for Automakers, with an<br />
average engagement ratio of 40.68. Pinterest is the second most<br />
effective channel (2.69 engagement ratio).<br />
• Luxury car brands out-engage Standard brands on Instagram, with<br />
an engagement ratio of 37.6 versus 22.4.<br />
Analysis based on the top 25 automaker brands in the Global 500<br />
and leading automaker brands on social media as identified by the TrackMaven platform.<br />
INSTAGRAM<br />
289<br />
TWITTER<br />
459<br />
FACEBOOK<br />
2585<br />
LINKEDIN<br />
25<br />
ENGAGEMENT RATIO<br />
(AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)<br />
PINTEREST<br />
2.6<br />
FACEBOOK<br />
1.2<br />
LINKEDIN<br />
1.1<br />
TWITTER<br />
0.4<br />
INSTAGRAM<br />
40.6<br />
INSTAGRAM SUBSECTOR ENGAGEMENT RATIO<br />
37.6 22.4<br />
LUXURY<br />
STANDARD<br />
12
Consumer Products<br />
TOP CHANNEL: PINTEREST<br />
KEY TAKEAWAYS<br />
• Facebook is where Consumer Product brands have the largest<br />
median audience size (1.6 Million Page Likes).<br />
MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS<br />
PINTEREST<br />
1<br />
• Pinterest is the most effective channel with an average engagement<br />
ratio of 28.33. Instagram is the second most effective channel (15.22<br />
engagement ratio).<br />
INSTAGRAM<br />
FACEBOOK<br />
• L’Oreal Paris is a top performer on Pinterest in this industry, with<br />
6X the industry median follower count and nearly 2X the average<br />
engagement ratio.<br />
4<br />
LINKEDIN<br />
1,579<br />
Analysis based on the top 15 consumer products brands in the Global 500 and leading consumer<br />
products brands on social media as identified by the TrackMaven platform.<br />
TWITTER<br />
748<br />
64<br />
ENGAGEMENT RATIO<br />
(AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)<br />
L’OREAL VS. INDUSTRY AVERAGE ON PINTEREST<br />
FACEBOOK<br />
2.16<br />
TWITTER<br />
0.69<br />
LINKEDIN<br />
0.26<br />
INSTAGRAM<br />
15.22<br />
PINTEREST<br />
28.33<br />
NUMBER OF<br />
FOLLOWERS<br />
ENGAGEMENT<br />
RATIO<br />
L’OREAL<br />
INDUSTRY AVERAGE<br />
7,999 1,278<br />
45.7 28.3<br />
13
Entertainment<br />
TOP CHANNEL: INSTAGRAM<br />
KEY TAKEAWAYS<br />
MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS<br />
• Facebook is where brands entertainment industry have the largest<br />
median audience (210K Page Likes).<br />
PINTEREST<br />
0.8<br />
• Entertainment brands have the highest engagement ratio on<br />
Instagram (14.96). Pinterest is the second most effective channel<br />
(3.54 engagement ratio).<br />
TWITTER<br />
181<br />
• On Instagram, Event Management brands out-engage Casino brands<br />
(16.7 versus 13.7 engagement ratios).<br />
Analysis based on the top 11 entertainment brands in the Global 500<br />
and leading entertainment brands on social media as identified by the TrackMaven platform.<br />
LINKEDIN<br />
9<br />
INSTAGRAM<br />
19<br />
FACEBOOK<br />
210<br />
ENGAGEMENT RATIO<br />
(AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)<br />
LINKEDIN<br />
1.78<br />
FACEBOOK<br />
1.27<br />
TWITTER<br />
0.59<br />
PINTEREST<br />
3.54<br />
INSTAGRAM<br />
14.96<br />
INSTAGRAM SUBSECTOR ENGAGEMENT RATIO<br />
16.7 13.7<br />
EVENT MANAGEMENT<br />
CASINOS<br />
14
Food & Beverage<br />
TOP CHANNEL: INSTAGRAM<br />
KEY TAKEAWAYS<br />
MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS<br />
• Facebook is where Food & Beverage brands have the largest median<br />
audience size (1.8 Million Page Likes).<br />
• Instagram is the most effective channel, with an engagement ratio<br />
of 34.71. Pinterest is the second most effective channel (13.69<br />
engagement ratio).<br />
• On Instagram, beer brands (26.2 engagement ratio) out-engage soda<br />
brands (23.3), energy drink brands (18.9), and food manufacturers<br />
(13.3).<br />
Analysis based on the top 38 food & beverage brands in the Global 500 and leading food &<br />
beverage brands on social media as identified by the TrackMaven platform.<br />
PINTEREST<br />
2<br />
INSTAGRAM<br />
36<br />
TWITTER<br />
74<br />
LINKEDIN<br />
69<br />
FACEBOOK<br />
1845<br />
ENGAGEMENT RATIO<br />
(AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)<br />
INSTAGRAM SUBSECTOR ENGAGEMENT RATIO<br />
PINTEREST<br />
3.54<br />
INSTAGRAM<br />
14.96<br />
26.2<br />
BEER MANUFACTURERS<br />
23.3<br />
SODA MANUFACTURERS<br />
LINKEDIN<br />
1.78<br />
FACEBOOK<br />
1.27<br />
TWITTER<br />
0.59<br />
18.9<br />
ENERGY DRINK<br />
MANUFACTURERS<br />
13.3<br />
FOOD MANUFACTURERS<br />
15
Hospitality<br />
TOP CHANNEL: INSTAGRAM<br />
KEY TAKEAWAYS<br />
• Hospitality brands have the largest median audience size on<br />
Facebook (350K Page Likes).<br />
• Instagram is the social network with the highest engagement ratio<br />
for hospitality brands (20.82).<br />
• On Instagram, Autoservices brands out-engage Lodging brands on<br />
average (24.5 versus 18.1 engagement ratio).<br />
MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS<br />
PINTEREST<br />
1<br />
LINKEDIN<br />
FACEBOOK<br />
160<br />
350<br />
Analysis based on the top 15 hospitality brands in the Global 500 and leading hospitality brands on<br />
social media as identified by the TrackMaven platform.<br />
INSTAGRAM<br />
21<br />
TWITTER<br />
48<br />
ENGAGEMENT RATIO<br />
(AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)<br />
LINKEDIN<br />
1.04<br />
FACEBOOK<br />
0.94<br />
TWITTER<br />
0.25<br />
PINTEREST<br />
3.83<br />
Pinterest<br />
28.33<br />
INSTAGRAM<br />
20.82<br />
INSTAGRAM SUBSECTOR ENGAGEMENT RATIO<br />
24.5 18.1<br />
AUTOSERVICES<br />
LODGING<br />
16
Insurance<br />
TOP CHANNEL: INSTAGRAM<br />
KEY TAKEAWAYS<br />
• Insurance brands have the largest median audience size on<br />
Facebook (123K Page Likes), as well as a sizeable LinkedIn audience<br />
(81K followers).<br />
MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS<br />
PINTEREST<br />
0.3<br />
• Instagram is the social network with the highest engagement ratio<br />
for Insurance brands (48.6). Pinterest is the second most effective<br />
channel (20.29).<br />
• On Instagram , Property & Casualty Insurance brands out-engage<br />
Life Insurance brands on average (48.8 versus 28.7 engagement<br />
ratios).<br />
LINKEDIN<br />
81<br />
FACEBOOK<br />
123<br />
Analysis based on the top 18 insurance brands in the Global 500 and leading insurance brands on<br />
social media as identified by the TrackMaven platform.<br />
INSTAGRAM<br />
2<br />
TWITTER<br />
16<br />
ENGAGEMENT RATIO<br />
(AVERAGE INTERACTIONS PER POST PER 1000 FOLLOWERS)<br />
INSTAGRAM SUBSECTOR ENGAGEMENT RATIO<br />
FACEBOOK<br />
2.67<br />
PINTEREST<br />
20.29<br />
INSTAGRAM<br />
40.60<br />
43.8 28.7<br />
PROPERTY & CASUALTY<br />
INSURANCE<br />
LIFE INSURANCE<br />
LINKEDIN<br />
0.65<br />
TWITTER<br />
0.36<br />
17
Restaurants<br />
TOP CHANNEL: INSTAGRAM<br />
KEY TAKEAWAYS<br />
• For Restaurant brands, Facebook is King (median 2.8 Million Page<br />
Likes). Restaurants have yet to find substantial audiences on other<br />
social channels.<br />
MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS<br />
PINTEREST<br />
2<br />
• Instagram is the social network with the highest engagement ratio<br />
for restaurant brands (15.08). Pinterest is the second most effective<br />
channel, with an engagement ratio of 9.32.<br />
• On Instagram, Fast Food brands out-engage Full-Service brands<br />
(21.4 versus 18.4 engagement ratios).<br />
Analysis based on the top 15 restaurant brands in the Global 500 and leading restaurant brands on<br />
social media as identified by the TrackMaven platform.<br />
INSTAGRAM<br />
71<br />
TWITTER<br />
24<br />
LINKEDIN<br />
FACEBOOK<br />
2,781<br />
21<br />
ENGAGEMENT RATIO<br />
(AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)<br />
INSTAGRAM SUBSECTOR ENGAGEMENT RATIO<br />
FACEBOOK<br />
1.92<br />
PINTEREST<br />
9.32<br />
INSTAGRAM<br />
15.08<br />
21.4 18.4<br />
FAST FOOD<br />
FULL SERVICE<br />
LINKEDIN<br />
1.42<br />
TWITTER<br />
1.01<br />
18
Retail<br />
TOP CHANNEL: INSTAGRAM<br />
KEY TAKEAWAYS<br />
• Retailers have the largest median audience size on Facebook (1.8<br />
Million Page Likes).<br />
MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS<br />
PINTEREST<br />
1<br />
• Instagram is the social network with the highest engagement ratio<br />
for Retailers by far (17.99). Facebook is a distant second for retailers,<br />
with an engagement ratio of 0.80.<br />
• On Instagram, Mass Merchant brands perform especially well (21.7<br />
engagement ratio), beating out Department Store (14.6) and Grocers<br />
(16.2) brands on average.<br />
LINKEDIN<br />
160<br />
FACEBOOK<br />
350<br />
Analysis based on the top 34 retail brands in the Global 500 and leading retail brands on social<br />
media as identified by the TrackMaven platform.<br />
INSTAGRAM<br />
21<br />
TWITTER<br />
48<br />
ENGAGEMENT RATIO<br />
(AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)<br />
FACEBOOK<br />
0.80<br />
LINKEDIN<br />
0.54<br />
TWITTER<br />
0.24<br />
PINTEREST<br />
0.22<br />
INSTAGRAM<br />
17.99<br />
INSTAGRAM SUBSECTOR ENGAGEMENT RATIO<br />
21.7 14.6<br />
MASS MERCHANT<br />
16.2<br />
GROCERS<br />
DEPARTMENT STORE<br />
19
Telco & Cable<br />
TOP CHANNEL: PINTEREST<br />
KEY TAKEAWAYS<br />
MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS<br />
• Telco & Cable brands have the largest median audience size on<br />
Facebook (2.1 Million Page Likes).<br />
• Pinterest is the social network with the highest engagement ratio for<br />
Telco & Cable brands (75.58), significantly greater than other <strong>B2C</strong><br />
industries. Instagram is a distant second with an engagement ratio of<br />
9.00.<br />
• On Pinterest, Telco Carriers drastically out-engage Cable & Satellite<br />
brands. Look at Verizon and AT&T’s Pinterest boards, for example,<br />
which are top-performers in the industry.<br />
PINTEREST<br />
2<br />
INSTAGRAM<br />
32<br />
TWITTER<br />
80<br />
FACEBOOK<br />
2,095<br />
Analysis based on the top 15 Telcommunications & cable brands in the Global 500 and leading<br />
Telcommunications & cable brands on social media as identified by the TrackMaven platform.<br />
LINKEDIN<br />
84<br />
ENGAGEMENT RATIO<br />
(AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)<br />
LINKEDIN<br />
0.51<br />
FACEBOOK<br />
0.39<br />
TWITTER<br />
0.17<br />
INSTAGRAM<br />
9.0<br />
PINTEREST<br />
75.58<br />
PINTEREST SUBSECTOR ENGAGEMENT RATIO<br />
88.2 0.83<br />
TELCO CARRIERS<br />
CABLE & SATELLITE<br />
20
ABOUT THE DATA<br />
For this report, we used the TrackMaven software platform to analyze the social media content<br />
from 213 leading <strong>B2C</strong> brands from January 1, 2015, through October 31, 2015. The dataset<br />
includes the top <strong>B2C</strong> brands in the Global 500 and <strong>B2C</strong> leaders on social media identified by the<br />
TrackMaven platform. The brands included in the dataset for this report are listed below:<br />
Apparel<br />
Consumer Products<br />
Food & Beverage<br />
Insurance<br />
Retailers<br />
7 For All Mankind<br />
Adidas<br />
ARC’TERYX<br />
Converse<br />
Dior<br />
Donna Karan<br />
Fendi<br />
Lee<br />
Levis<br />
LVMH<br />
Marc Jacobs<br />
Marmot<br />
Michael Kors<br />
Nike<br />
Audi<br />
BMW<br />
Buick<br />
Cadillac<br />
Chevrolet<br />
Dodge<br />
Fiat<br />
Ford<br />
General Motors<br />
GMC<br />
Honda<br />
Hyundai<br />
Jeep<br />
Automakers<br />
Patagonia<br />
Puma<br />
Ralph Lauren<br />
Reebok<br />
Reef<br />
REI<br />
The North Face<br />
Thomas Pink<br />
Timberland<br />
Tommy Hilfiger<br />
TOMS<br />
Vans<br />
Wrangler<br />
Kia<br />
Lexus<br />
Lincoln Motor<br />
Company<br />
Mazda<br />
Mercedes-Benz<br />
Mini<br />
Nissan<br />
Porsche<br />
Subaru<br />
Tesla<br />
Toyota<br />
Volkswagen USA<br />
Bounty<br />
Braun<br />
Colgate<br />
Colgate-Palmolive<br />
Crest<br />
Gillette<br />
Irish Spring Soap<br />
Johnson &<br />
Johnson<br />
Entertainment<br />
Caesars Palace<br />
Eventbrite<br />
Las Vegas Sands<br />
Live Nation<br />
Events<br />
Melco Crown<br />
Entertainment<br />
MGM Grand<br />
Kimberly Clark<br />
Loreal USA<br />
Old Spice<br />
Palmolive<br />
Procter & Gamble<br />
Tide<br />
Unilever<br />
Casino<br />
Penn National<br />
Gaming<br />
StubHub<br />
TicketFly<br />
Ticketmaster<br />
Wynn Las Vegas<br />
Anheuser Busch<br />
Archer Daniels<br />
Midland<br />
Asahi<br />
Bud Light<br />
Budweiser<br />
Carlsberg<br />
Coca-Cola<br />
Coors Light<br />
Corona<br />
Danone<br />
Diet Coke<br />
Dr. Pepper<br />
Fanta<br />
Gatorades<br />
General Mills<br />
Goose Island<br />
Heineken<br />
JBS<br />
Kelloggs<br />
Kirin<br />
Accor<br />
AirBnB<br />
Avis Budget<br />
Enterprise<br />
Extended Stay<br />
America<br />
Hertz<br />
Hilton<br />
InterContinental<br />
Hospitality<br />
LabattUSA<br />
Michelob Ultra<br />
Miller Lite<br />
Mondelez<br />
International<br />
Monster Energy<br />
MountainDew<br />
PabstBlueRibbon<br />
Pepsi<br />
Pepsico<br />
Powerade<br />
Red Bull<br />
Rockstar Energy<br />
Samuel Adams<br />
Sprite<br />
Stella Artois<br />
Tyson Foods<br />
Unilever<br />
Wilmar<br />
International<br />
Lyft<br />
Marriott<br />
National Car<br />
Rental<br />
Shangri-La<br />
Starwood Hotels<br />
Uber<br />
Wyndham Hotels<br />
AIG<br />
Allianz<br />
Allianz Life<br />
Allstate<br />
AXA<br />
Axa US<br />
Geico<br />
Mapfre<br />
MassMutual<br />
MetLife<br />
Nationwide<br />
Bojangle’s<br />
Bonefish Grill<br />
Burger King<br />
Carl’s Jr.<br />
Cava Grill<br />
Chipotle<br />
Hardee’s<br />
McDonald’s<br />
New York Life<br />
Northwestern<br />
Mutual<br />
Progressive<br />
Insurance<br />
Prudential<br />
Transamerica<br />
Travelers<br />
United Health<br />
Group<br />
Restaurants<br />
Olive Garden<br />
Panera<br />
Popeye’s<br />
Chicken<br />
RubyTuesday<br />
TGI Friday’s<br />
Wendy’s<br />
Yum! Brands<br />
Amazon<br />
AutoNation<br />
Best Buy<br />
Big Lots<br />
Bon-Ton Stores<br />
Costco<br />
Dillard’s<br />
Dollar General<br />
Dollar Tree<br />
Family Dollar<br />
Fred’s<br />
Home Depot<br />
Hudson’s Bay<br />
Ingles<br />
JC Penney<br />
Kohl’s<br />
Kroger’s<br />
Loblaw<br />
AT&T<br />
BCE<br />
Charter <strong>Media</strong><br />
Comcast<br />
DIRECTV<br />
Dish<br />
Echostar<br />
Rogers Cable 20<br />
Telco & Cable<br />
Lowe’s<br />
Macy’s<br />
Metro<br />
Nordstrom<br />
Penske<br />
Roundy’s<br />
Sears<br />
Sprouts Farmers<br />
Market<br />
Staples<br />
Supervalu<br />
Target<br />
The Gap<br />
TJX<br />
Walmart<br />
Weis<br />
Whole Foods<br />
Market<br />
Shaw TV<br />
Sprint<br />
T-Mobile<br />
Time Warner Cable<br />
Turner BC<br />
Verizon<br />
Vodafone<br />
21
Find out where you rank<br />
in your industry!<br />
Want to see how your content marketing<br />
stacks up against other companies in your<br />
industry?<br />
Go to trackmaven.com/b2c to get a custom<br />
benchmark of your content. You’ll learn<br />
exactly which channels and topics are<br />
working for you and what you can do to<br />
leapfrog your competitors.<br />
22
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