CAR RENTAL BRANDS

A SOCIAL MEDIA PERFORMANCE

REPORT

THE

SOCIAL MEDIA BENCHMARKING COMPANY

FOR BRANDS

We monitor and analyze the daily activity on the social media outposts of over 10,000 brands in 33 sectors across

Facebook, Twitter, YouTube and Pinterest.

Our clients use Unmetric to analyze competitors, benchmark their performance, and compete intelligently.

FACEBOOK ANALYSIS

Time Period: May– June 2013

28

19

16 15

14

11 10

0

5

10

15

20

25

30

Enterprise Alamo Budget Hertz Thrifty Avis Dollar

The Unmetric Score is the first ever sector aware social media benchmark score that

blends various qualitative and quantitative metrics to rank your brand against your competitors.

Facebook Unmetric Score

Enterprise towers above the rest with the

highest Unmetric Score on Facebook.

266,040

180,353

137,210

88,923

39,248 27,675

16,438 13,948

0

50,000

100,000

150,000

200,000

250,000

300,000

Enterprise National Alamo Hertz Thrifty Dollar Avis Budget

Fans

Enterprise has the largest fan base. This could

be owed to the fact that they dominate a large

part of the market.

16.30%

34.52%

20.59% 20.50%

4.95%

1.98% 1.90% 1.90% 0.11%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

Fan Growth Percentage

Enterprise grew twice as fast as

the average car rental brand.

32 53

343

51 30 36

58 57

35

53

46 42

25 25 23

6 4

0

10

20

30

40

50

60

70

80

90

100

0

50

100

150

200

250

300

350

400

Admin Posts Engagement

Engagement Vs Admin Posts

Enterprise earned the highest

engagement, even though

National posted the most

during the time period

analyzed.

The Engagement Score is calculated based on the number of Likes, Comments, Shares and estimated

impressions each post gets.

Most Engaging Posts

Alamo- Engagement Score: 351 Alamo- Engagement Score: 272

Enterprise- Engagement Score: 207 Hertz- Engagement Score: 155

72.73%

66.67%

59.14%

52.54%

48.40%

33.99%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

Budget Avis Enterprise National Alamo Hertz

Reply Percentage

Budget has replied to the largest percentage of fan posts.

Dollar and Thrifty don’t allow fans to post on their wall.

1,416

946

884

836

281

203

0 200 400 600 800 1000 1200 1400 1600

National

Hertz

Budget

Avis

Alamo

Enterprise

Average Reply Time (in minutes)

Enterprise replies the fastest

to fan posts.

5

18

25

11

27

93

7 3 5

49

354

128

80 109

244

39 34

161

0

50

100

150

200

250

300

350

400

0

10

20

30

40

50

60

70

80

90

100

Number of Posts Engagement

Content Strategy

Contest updates

earned the best

engagement by fans.

TWITTER ANALYSIS

Time Period: May – June 2013

Twitter Unmetric Score

37

29

20 20

17 17

0

5

10

15

20

25

30

35

40

Hertz Enterprise Alamo Thrifty Dollar Avis

Hertz has the highest Unmetric Score, followed by Enterprise.

The Twitter handles of National and Budget were very recently added to the Unmetric platform and

hence sufficient data wasn’t available to fully analyze their Twitter performance.

23,065

13,631

10,350

7,593

5141

3,736 3,293 3,193 2,907

0

5,000

10,000

15,000

20,000

25,000

Followers

Hertz has the most people following them on Twitter. This might be

because a good part of their replies are requests to DM which

require the person to follow the brand.

National has two Twitter handles; @NationalPro for brand news and @nationalcares for customer service.

Follower Growth Percentage

8.50%

11.32% 10.81%

10.35%

8.41%

7.10% 6.93%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

Sector Average Alamo Avis Enterprise Thrifty Dollar Hertz

Alamo grew the most in the time period analyzed, probably

because it has the smallest follower base.

2,254

1,141

714

296

174 155 139 127 116

0

500

1000

1500

2000

2500

Tweets

Hertz tweets the most among all brands monitored,

almost 36 times a day. Their tweets are mostly

replies.

Replies Percentage

99%

91% 89%

79%

61% 59%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Hertz Enterprise Alamo Avis Dollar Thrifty

99% of Hertz’ Tweets are replies. Their replies are mostly requests to

send a direct message and occasionally also include an apology.

Replies

2,221

1,034

563

264

77 68

0

500

1000

1500

2000

2500

Hertz Enterprise Avis Alamo Dollar Thrifty

Hertz has replied to over 2,200 tweets in the time period analyzed.

1,274

1,034

1,006

716

609

110

280

0 200 400 600 800 1000 1200 1400

Dollar

Thrifty

Avis

Alamo

Hertz

Enterprise

Sector Average

Average Reply Time

(in minutes)

Enterprise takes customer support seriously; they reply to

over 1,000 tweets in an average of less than two hours.

YOUTUBE ANALYSIS

Time Period: May – June 2013

17

16

13

12

0

2

4

6

8

10

12

14

16

18

Hertz Avis Enterprise Alamo

Hertz tops YouTube with Avis following close behind.

YouTube Unmetric Score

Dollar and Thrifty don’t appear to have an official YouTube Channel.

National and Budget were added very recently to the Unmetric platform, hence sufficient data wasn’t available to

fully analyze their YouTube performance.

274,214

236,618

138,104

66,310

31,898 27,738

0

50,000

100,000

150,000

200,000

250,000

300,000

Hertz Enterprise Avis Budget Alamo National

Views

The Hertz channel has the most views. Though they’ve been

inactive recently, their past videos seem to have fared well.

Views Growth %

3.60%

25.20%

4.30% 4.10%

-6.26%

-10.00%

-5.00%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

Sector Average Avis Alamo Hertz Enterprise

The negative growth

indicates that a few

videos were removed

from the channel.

Avis grew rapidly when compared to the sector

average. This came as no surprise, especially

with their recent “The Professionals” YouTube

campaign.

371

342

193

96 80

60

0

50

100

150

200

250

300

350

400

Hertz Enterprise Avis National Budget Alamo

Subscribers

Hertz has the most people subscribing to its channel. This can be

attributed to past campaigns to drive viewership.

Subscribers Growth %

10.50%

15.40%

14.20%

11.10%

7.20%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

Sector Average Alamo Avis Hertz Enterprise

Alamo’s channel grew the most in the time

period analyzed.

123

69

37

28

14

5 2 1 0 0

3 2

0

20

40

60

80

100

120

140

Enterprise Hertz Avis Budget National Alamo

Total Uploads New Uploads

National added the most new

videos in the time period analyzed.

Their videos are unique, created

specifically for YouTube.

Video Uploads

Enterprise has the most videos in their channel.

04:41

01:36

01:10

01:07

01:01

00:16

00:00 01:12 02:24 03:36 04:48 06:00

Hertz

National

Enterprise

Avis

Budget

Alamo

Average Video Length (mm:ss)

Alamo’s videos are the shortest – 16 seconds on an average.

Hertz’ videos, which average out at four and a half minutes, are

the longest.

Top Videos from Brands Analyzed

1. "The Professionals" Steve Stricker Avis Commercial

Spring 2013

2. Hertz Gold Plus Rewards

3. "The Professionals" Nigel Barker Avis Commercial Spring

2013

"The Professionals" Steve Stricker Avis

Commercial Spring 2013

If Avis is perfect for Steve Stricker, it’s

perfect for you too.

Hertz Gold Plus Rewards

You can drive down a gold paved road if

you are a gold plus member at Hertz.

"The Professionals" Nigel Barker Avis

Commercial Spring 2013

Why is Avis right for Nigel Barker?

THANK YOU

Please contact us at

info@unmetric.com

for more information

About Unmetric : Unmetric is a social media benchmarking company headquartered in New York with clients and operations across the globe. We work with Fortune 500 companies to help them establish benchmarks for their social media teams and social media campaigns. The data provided by the Unmetric platform can be instrumental in facilitating understanding and driving down costs by creating more efficient social media teams.