spirit brands on social media - october 2014
TRANSCRIPT
PRESENTACIÓN JULIO 2014
Special ReportTop 10 Spirit Brands on
Social Media
October 2014
Target
The purpose of this report is to compare the global social media profiles of the 10 most successful Spirit Brands. The report aims to analyse and identify their strategies and actions regarding social media.
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Analysed Spirit Brands
Top 10 Spirit Brands Industry's KPIs - October 2014
Industry Unique
Audience:50,987,460
Average # of Posts:
21
Average Engagement Rate (ER) per
Post:825
Industry Unique
Audience:195,581
Average # of Posts:
41
Average Engagement Rate (ER) per
Post:113
Industry Unique
Audience:56,649
Average # of Posts:
8
Average Engagement Rate (ER) per
Post:279,830
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Top 10 Spirit Brands - Benchmark:Source Alianzo Analytics
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Facebook is the most important social network for Spirit Brands Marketers
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AUDIENCE
● It brings together almost 51 million potential buyers (among the top 10 brands). THERE IS BUSINESS HERE! ● Smirnoff and Johnnie Walker gather 45% of the audience, marking a big gap with the other leading brands.
FANTASTIC DATA FOR BOTH BRANDS!● In general, Spirit Brands do not have a duplicated audience of the total unique audience.
CONTENT
● Spirit Brands are not very active in generating content on their profiles, with an average of 21 posts/month. LESS THAN ONE PER DAY!
● Jack Daniel's stands out as the most active brand, 2.6 times higher than the industry average. WHAT AN ACTIVE BRAND!
● Photos (56.84%) are the most popular type of content of the total items published. TAKE YOUR CAMERA!● These brands published specific content about: products (actual and ancient photos), events, headquarters and
factory.
ENGAGEMENT
● The average industry engagement is 30,564 interactions per month, meaning the number of interactions the users make per month.
● Jack Daniel's achieved the best engagement per month (158,212 interactions/month). This data is 5 times higher than the engagement average industry. AWESOME!
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● The main countries for the two leading brands (Smirnoff and Johnnie Walker) are Brazil and the United States. India and Thailand also stand out.
● The average fan is a Brazilian male.● These brands published specific content about: products and events.
Brazil and USA are the countries where the main audience is
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Spirit Drinks' Photos achieve the best engagement results
1. Hennessy (37,735 interactions)
3. Absolut (18,636 interactions)4. Ballantine's (8,249 interactions)
2. Jack Daniel's (28,753 interactions)
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AUDIENCE
The Best Facebook Spirit Brands - October 2014
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CONTENT
ENGAGEMENT
INTERACTIONS /MONTH
INTERACTIONS /
CONTENT
Top 10 Spirit Brands - Benchmark: Source Alianzo Analytics
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Twitter is the least important social network for Spirit Brands
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● Twitter is the least important social network for the social media strategy of the Spirit Brands' Industry. Chivas Regal and Hennessy do not even have a global profile.
AUDIENCE
● 195,581 is the unique audience reached by the top 10 Spirit Brands. Jack Daniel's and Bacardi bring together 71% of the audience, marking distances with other leading brands. NEARLY THE THIRD PART OF THE MARKET!
CONTENT
● All the brands post everyday an average of 1 tweet per day.● Ballantine's is the most active brand with 3 tweets per day. TRIPLES THE AVERAGE!● In general, spirit brands talk about their Facebook content and retweet positive content about the brand.
ENGAGEMENT
● The popular brands (Jack Daniel's and Bacardi) get the best results of engagement.● Bacardi has the best engagement, in spite of not being the most active one posting on Twitter.
WELL DONE BACARDI!
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The most used contents are Spirit Drinks' Photos
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1. Bacardi (1,970 interactions)
3. Jack Daniel's (322 interactions)
4. Martini (274 interactions)
2. Johnnie Walker (598 interactions)
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AUDIENCE
The Best Twitter Spirit Brands – October 2014
CONTENT
ENGAGEMENT
INTERACTIONS /MONTH
INTERACTIONS /
CONTENT
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Top 10 Spirit Brands - Benchmark: Source Alianzo Analytics
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Youtube is the most effective online TV tool for Spirit Brands
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● Youtube is the leading social network of media content. Due to the importance of TV, it becomes the essential basis of online marketing strategy for Spirit Brands.
AUDIENCE
● The unique audience reached by the top 10 Spirit Brands is 56,649 unique users. ● Captain Morgan and Johnnie Walker are the brands which have the biggest audience with about 47%.
(26,580 subscribers) of the total unique users. FANTASTIC AUDIENCE FOR BOTH BRANDS!
CONTENT
● The total content generated per month on YouTube is almost 8 videos.● There are brands like Chivas Regal, that uploaded almost a video per day. They made 26 videos.
REALLY IMPRESSIVE!● Chivas Regal video contents are about: spots of a campaign called 'Win the Right Way'. There appears some
famous actors.
ENGAGEMENT
● The average engagement content is 279,830 interactions per month. This is the number of interactions done by users per month. MARVELLOUS!
● Chivas Regal got 3.3 times higher engagement per month than the average industry.GREAT CHIVAS REGAL!
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The spots of the Spirit Brands were the most viewed videos
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1. Chivas Regal (663,542 views) 2. Absolut (444,109 views)
3. Ballantine's (394,658 views) 4. Martini (7,172 views)
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AUDIENCE
The Best Youtube Spirit Brands - October 2014
CONTENT
ENGAGEMENT
INTERACTIONS /MONTH
INTERACTIONS /
CONTENT
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● Facebook is the most important social network for the Spirit Brands' Industry with almost 51 million unique users. ● Smirnoff and Johnnie Walker own 45% of the total audience but do not have the best engagement.● The average engagement is high (158,212 interactions/month) ● Brands generated less than one content per day (21 contents/month). ● Photos are the most used type of content, implying a 56.84% of the total items published.● All Spirit Brands follow a content strategy focused on their products (drinks).
● Twitter is the least important social media tool for the Spirit Brands' sector. Not all the brands have a global profile.● All the brands post one tweet per day. Ballantine's triples the average of tweets published.● Bacardi achieved the best engagement with its content. ● All the brands copy their Facebook content with a combination of text + photo or video.● Jack Daniel's and Bacardi bring together 71% of the audience.
● Youtube is the online TV for the Spirit Brands' Industry.● Chivas Regal was the one that uploaded more videos (almost a video per day) and generated more engagement through its
contents.● The main content published are spots that use different topics to connect their audience with their brand.
Conclusions
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GOOD PRACTICES
They usually employ hashtags to link the activity of Facebook and Twitter.
The brand that has the largest audience is not necessarily the one that achieves the most engagement. Jack Daniel's has the best engagement in spite of not having the highest audience.
Jack Daniel's gains engagement when focusing its content on product and background.
All brands do a great economic effort on Youtube using it as their online TV.
Spirit Brands show models of people consuming alcohol in different situations (loneliness, elitism, night, party, in group, youth).
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BAD PRACTICES
They sometimes use hashtags that cannot create any memories (#staytrue, #whiskywednesday, #wildrabbit).
Google Plus is another interesting social network to have presence in, but it is hardly used.
None of the brands is present on Pinterest, Flickr and Instagram at the same time.
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METHODOLOGY
Analysed Period: From 10/01/2014 to 10/31/2014 (1 month)
CriteriaThe brand profiles choosed for the analysis, have been those that have a global appearance (they do not refer to a specific country) and use is English as their main language.
Sourceshttp://www.drinkspowerbrands.com/top-10.html
“The world's most Powerful Spirits and Wine Brands, 2013”- www.alianzo.com
● 'Alianzo Rank'● 'Alianzo Analytics'
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12 Social Networks all in one tool
