A Study of Top Brands Across 13 Verticals

© 2015 Simply Measured, Inc.

Overview + Methodology

Interbrand 100 Global Brands on Facebook including the following industry verticals:

MediaAlcohol

TechnologyAutomotive

RetailElectronics

LuxuryApparel

Financial Services FMCGRestaurants

DiversifiedTransportation

#SocialAnalytics

Data Analyzed in This Study

11,522 posts by 96 brands during Q1 2015

1,172,091,468 total fans

13,849 brand responses to 55,773 community posts and 160,681 comments

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Vertical Comparisons

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15% - Increase in Interbrand 100’s overall engagement per post 247% - Increase in engagement for sporting goods brands Adidas and Nike

<1% - Fan growth for business services & restaurants – highest overall

Media Vertical Smashes Engagement, Business Services Fan Growth

#SocialAnalytics

© 2014 Simply Measured, Inc.5 © 2015 Simply Measured, Inc.

2,467 - Number of times retail brands responded to Facebook users in Q1 1 - Number of times sporting goods brands responded

4 - Average response time (hours) for electronics brands

Retail and Automotive Respond Most, Electronics and Media Fastest

#SocialAnalytics

© 2014 Simply Measured, Inc.6 © 2015 Simply Measured, Inc.

16% - Decrease in posting for media brands in Q1 2015 32,364,787 - Total engagement for media brands in Q1 2015

2,275 - Number of posts from MTV (the highest of any media brand)

Media Brands

#SocialAnalytics

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40% - Decrease in posting in Q1 2015 861% - Increase in engagement on statuses543% - Increase in engagement on videos

74% - Increase in comments

Alcohol Brands

#SocialAnalytics

8 © 2015 Simply Measured, Inc.

Vertical Close-Ups

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32% - Decrease in posting

355% - Increase in comments during Q1 2015

116% - Increase in Likes during Q1 2015

1,901% - Increase in shares during Q1 2015

Budweiser Highlight: Stats

#SocialAnalytics

Budweiser’s most engaging post in Q1 2015 was this video, which received over 30 million views, 687,606 Likes, 43,999 comments,and over 1 million shares.

© 2014 Simply Measured, Inc.10 © 2015 Simply Measured, Inc.

• Longer videos that pulled at the heart strings and suavely avoided the sales pitch

• Shorter videos that used humor to grab shares and attention

• Content that activated Budweiser’s fiercely loyal fan base to show their love—and brand response that kept the momentum going

Budweiser Highlight: Top Tactics

#SocialAnalytics

Budweiser’s third most engaging post in Q1 2015 was this post, which received 84,000 Likes, 2,254 comments, and 3,252 shares.

© 2014 Simply Measured, Inc.11 © 2015 Simply Measured, Inc.

9% - Increase in posting in Q1 2015 4% - Decrease in comments

8% - Increase in Likes 51% - Increase in shares

Technology Brands

#SocialAnalytics

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0% - Increase in posting in Q1 201537% - Increase in comments on brand posts

30% - Increase in Likes 151% - Increase in shares

Automotive Brands

#SocialAnalytics

© 2014 Simply Measured, Inc.13 © 2015 Simply Measured, Inc.

113% - Increase in posting during Q1 2015 167% - Increase in comments

152% - Increase in Likes 602% - Increase in shares

BMW Highlight: Stats

#SocialAnalytics

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• Gratitude towards fans

• Facebook photo albums

• Announcement of presence on another social network

• Pairing a beautiful product with beautiful scenery

• Interior dashboard shots

BMW Highlight: Top Tactics

#SocialAnalytics

BMW’s most engaging post in Q1 2015 was this photo montage, which received 515,374 Likes, 7,468 comments, and 75,547 shares.

© 2014 Simply Measured, Inc.15 © 2015 Simply Measured, Inc.

27% - Decrease in brand posts in Q1 201513% - Increase in video posts

154% - Increase in engagement on video posts 211% - Increase in engagement on links

Retail Brands

#SocialAnalytics

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13% - Decrease in brand posts in Q1 2015 4% - Increase in video posts

35% - Increase in engagement on link posts 9% - Decrease in comments

Electronics Brands

#SocialAnalytics

© 2014 Simply Measured, Inc.17 © 2015 Simply Measured, Inc.

16% - Increase in brand posts in Q1 201543% - Increase in video posts

191% - Increase in engagement on link posts 61% - Decrease in comments on brand posts

Luxury Brands

#SocialAnalytics

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2% - Decrease in brand posts in Q1 2015 28% - Increase in engagement on link posts

19% - Decrease in comments 24% - Decrease in total engagement

Financial Services Brands

#SocialAnalytics

© 2014 Simply Measured, Inc.19 © 2015 Simply Measured, Inc.

12% - Decrease in brand posts in Q1 2015 10% - Increase in videos posted

95% - Increase in engagement on link posts29% - Decrease in comments on brand posts

Transportation Brands

#SocialAnalytics

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24% - Increase in brand posts in Q1 2015 65% - Increase in video posts

177% - Increase in shares on link posts35% - Decrease in comments

Restaurant Brands

#SocialAnalytics

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104% - Increase in posts in Q1 2015

54% - Increase in shares

429% - Increase in video posts

94% - Increase in video comments

9,906% - Increase in video shares

McDonald’s Highlight: Stats

#SocialAnalytics

McDonald’s most engaging post in Q1 2015 was this video, which received 153,326 views, 52 comments, and 1,372 shares

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• Building on excitement around popular holidays

• Showcasing photos of sweet treats

• Posting more frequently

• Enacting large campaigns withthe intention of directing Facebook users to external resources

McDonald’s Highlight: Top Tactics

#SocialAnalytics

McDonald’s second most engaging post in Q1 2015 was this one, which received 2,220 Likes, 53 comments, and 39 shares.

© 2014 Simply Measured, Inc.23 © 2015 Simply Measured, Inc.

12% - Decrease in brand posts in Q1 2015 117% - Increase in video posts

250% - Increase in shares on brand status posts211% - Increase in shares on brand video posts

FMCG (Fast-Moving Consumer Goods) Brands

#SocialAnalytics

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1% - Decrease in brand posts in Q1 2015 41% - Increase in comments on video posts

106% - Increase in Likes on video posts100% - Increase in shares on video posts

Diversified Brands

#SocialAnalytics

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124% - Increase in brand posts in Q1 2015

232% - Increase in comments in Q1 2015

516% - Increase in Likes in Q1 2015

618% - Increase in shares in Q1 2015

520% - Total increase in engagement in Q1 2015

3M Highlight: Stats

#SocialAnalytics

3M’s most engaging post in Q1 2015 was this video, which received 2,329,517 views, 15,710 Likes, 255 comments, and 1,198 shares.

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• Visually stunning, science-based videos which suavely avoid thesales pitch

• Building on the momentum of popular events like SXSW

• Partnering with socially super-successful brands like MTV

3M Highlight: Top Tactics

#SocialAnalytics

3M’s second most engaging post in Q1 2015 was this one, which received 2,532 Likes, 6 comments, and 18 shares.

© 2014 Simply Measured, Inc.27 © 2015 Simply Measured, Inc.

33% - Decrease in brand posts in Q1 2015

39% - Decrease in comments in Q1 2015

10% - Decrease in Likes in Q1 2015

26% - Decrease in shares in Q1 2015

Apparel Brands

#SocialAnalytics

© 2014 Simply Measured, Inc.28 © 2015 Simply Measured, Inc.

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Click here to download the full2015 Facebook Industry Report

Find out more about what top brands in the media, alcohol, technology, automotive, retail, electronics, luxury, financial services, transportation, restaurants, FMCG, diversified, and apparel industries are doing on Facebook.

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