COMPANY
# OF FOLLOWERS
YTD JUNE 2012*
% CHANGE FROM
YTD JUNE 2011
AVG. WEEKLY
MENTIONS**
AVG. WEEKLY MENTIONS PER
FOLLOWER
AVG. TWEETS
PER DAY†
RESPOND FROM
HANDLE
ENGAGEMENT TOOL
2,620,168 +72% 241,778 .1 13 å TWITTER
527,838 +167% 15,919 .03 15 å TWEET DECK
516,828 +266% 523,076 1.0 6 SPROUT SOCIAL
198,546 +53% 159,339 .8 44 å TWEET DECK
153,394 +78% 27,119 .2 10 å SOCIAL ENGAGE
94,720 +96% 133,718 1.4 144 å SOCIAL ENGAGE
92,663 +148% 73,353 .8 8 å TWEET DECK
82,585 +238% 76,950 .9 30 å TWITTER
57,805 +342% 87,492 1.5 2 å SHOUTLET API
COMPETITIVE SUMMARY: TWITTER t t
* Data totals thru June 2012 | Source: www.Twitter.com **Based on totals from April-June 2012 | Source: www.radian6.com
† Based on totals from April-June 2012 | Source: www.Twittercounter.com
• High levels of interaction
• Tweets display a human voice
• Re-tweet positive feedback from customers
• Re-tweet relevant info to diversify content
• Often include an Instagram-edited photo to further humanize content
• Respond to problem tweets directly from account
• Additional accounts including specific ones for Frappucinos and Customer ideas
• Separate blog to showcase “ideas in action”
• Specific email for Twitter customer issues
t STARBUCKS t 2,620,168 followers
+72% from ytd 2011
241,778 weekly mentions
13 tweets per day
Link to customer service email address.
Human voice.
• High levels of interaction • Reply with link to contact form for
customer issues o Sometimes no resolution offered
• Occasionally tweet about current promotions o Heavy on “marketing lingo” in
these tweets • Most tweets are direct responses to
customers o Is it meaningful, though?
• 2nd most followers, but least mentions per week
527,838 followers
+167% from ytd 2011
15,919 weekly mentions
15 tweets per day
t SUBWAY t
Link to contact form.
t MCDONALD'’S t 516,828 followers
+266% from ytd 2011
523,076 weekly mentions
6 tweets per day
• Low levels of interaction from main Twitter o “Twitter team” is unique supplement o “DMing” common, also contributes to
low tweet • Largest growth of all direct competitors from
YTD 2011 • Tweets are most frequently marketing-driven
o Typically promote a tweet highlighting a new menu item or PFE
• 3rd most followers among competitors and most mentions per week
Marketing lingo is common
Twitter team provides unique p2p interaction
198,546 followers
+53% from ytd 2011
159,339 weekly mentions
44 tweets per day
t TACO BELL t
• High levels of daily interaction
o From main account
• Fast reply to customer issues
o Send phone # and link to feedback form
o Engage in a meaningful way that can
lead to purchase
o Respond with a coupon link
o Marketing-driven but appears engagement-focused
• Integration between Twitter and Facebook
• Human voice adds personal touch to interactions
Link to feedback form/call center phone #.
t
v
Promotional integration between t and v
• High levels of interaction directly from main account
o Low mention volume makes this possible
• Customer issues handled within Twitter/engagement tool through DM
• Commonly reply to positive tweets
• Most tweets centered on contests and promotions
DUNKIN'’ DONUTS
153,394 followers
+78% from ytd 2011
27,119 weekly mentions
10 tweets per day
t t
Handle issues internally on Twitter with customer care.
Contests almost every day.
94,270 followers
+96% from ytd 2011
133,718 weekly mentions
144 tweets per day
t CHIPOTLE t
Often seek to solve at store level first…
…and link to contact form if unsolved.
• Very high levels of interaction from main account
• Seek to handle customer issues at store level first
o Link to contact form when unresolved
• Low mentions volume relative to McDonald’s, but extremely high mention volume relative to own number of followers
• Page almost exclusively intended for engagement
• Most tweets per day of any competitor
• Low levels of daily interaction
• Link customers to KFC Cares email address when issues arise
• Large growth in followers from YTD 2011
• Most tweets are light-hearted replies to funny customer tweets and compliments
• Beginning to develop a presence on Pinterest page highlighting secret recipes from the Colonel
o Using Twitter to build buzz for this
t KFC t 92,663 followers
+148% from ytd 2011
73,353 weekly mentions
8 tweets per day
Link customers to KFC Cares email address
Light-hearted replies with Colonel emoticon :-)>
82,585 followers
+238% from ytd 2011
76,950 weekly mentions
30 tweets per day
t WENDY'’S t
• High levels of interaction from main account
• Link customers with issues to form
• Often reply to positive customer comments
• Frequent giveaways for customers that DM the account
• Use promoted tweets to highlight menu item – similar to McDonald’s
o Marketing lingo common
• Massive follower growth since YTD 2011,
o Overall following still small
• Additional page for “Baconator” sandwich
Link to form on website.
Promoting menu items.
t BURGER KING t 57,805 followers
+342% from ytd 2011
87,492 weekly mentions
2 tweets per day
• Low levels of engagement
• No customer service provided
• Most tweets are promotion and product-focused
• Direct response tweets typically regarding coupons
• Beginning to integrate deals and promotions by linking to Facebook event
v
t
Promotional integration between t and v
Impersonal “engagement”
KEY TAKEAWAYS t t
• Large Following ≠ Influence • Competitors lacking in p2p customer service
o Majority link to website form or 800 # for customer issues • Some pages marketing-focused, some engagement-focused
o Some a mixture of the two
Strengths: • Only company with Twitter team that have own handles
o Hands-on approach to Twitter customer issues • Most mentions-per-week signaling major share of voice that
cannot be matched by anyone right now
OPPORTUNITIES t t 1. Humanize @McDonalds Voice
• Still promote products, but in a more relatable tone • More light-hearted tweeting, but not overkill
2. Explore Further Use of Digital Coupons • Allows for quick, easy way to “treat” customers without DM back and forth
3. Further Integrate Twitter and Facebook • Potential location for digital coupon use (Facebook “deals”) • Further Twitter follower/Facebook fan crossover
o 20,000,000 Likes > 500,000 Followers
“The account is a bit heavy on the promotion
of featured menu offerings, but does
respond to concerned customers' tweets.”
-Fortune 500 Magazine
COMPANY PAGE LIKES
YTD JUNE 2012*
% CHANGE FROM
YTD JUNE 2011
AVG. COMMENTS PER POST/
100K FANS**
AVG. LIKES PER POST/
100K FANS**
AVG. SHARES PER POST/
100 K FANS**
MESS- AGING
ON
OPEN WALL
30,741,485 +32% 1 21 2 å å
20,743,724 +130% 2 28 1
14,571,367 +89% 1 32 2 å å
8,775,712 +69% 11 138 17 å å
6,631,328 +81% 6 139 15 å å
5,258,715 +309% 3 20 2 å
5,079,940 +61% 6 67 8 å å
2,484,911 +124% 17 46 4 å å
1,822,480 N/A 12 41 3 å å
COMPETITIVE SUMMARY: FACEBOOK v v
* Data totals thru June 2012 | Source: www.Facebook.com **Based on totals from last 10 posts | Source: www.Facebook.com
• Messaging turned on o No reply when tested
• Consumers have the ability to post o Starbucks will often respond in
comments • Posts maintain human voice • Often promote products, but in
approachable way o Instagram product pictures o These are typically the most
liked • Overall the page promotes open,
honest conversation
30,741,485 page likes
STARBUCKS
+78% from ytd 2011
1 comments per post
per 100K fans
v
21 likes per post per 100K fans
2 shares per post per 100K fans
Posts seem human.
Reply directly on post.
20,743,724 page likes
+130% from ytd 2011
2 comments per post
per 100K fans
v
28 likes per post per 100K fans
1 shares per post per 100K fans
• Messaging turned off, wall closed • Occassional complaints in comments of posts • Posts are typically product-focused • Marketing lingo dominates, but potential to improve is there
o Posts that are more “human” see major spike in comments/likes/shares
o Content curators decide what they want to share • Seeing major growth in page likes since YTD 2011
McDONALD'’S
3,106 comments|64,381 likes|3,667 shares 412 comments | 2,555 likes | 61 shares
VS.
14,571,367 page likes
+89% from ytd 2011
1 comments per post
per 100K fans 32
likes per post per 100K fans
2 shares per post per 100K fans
• Messaging turned on o Reply with link to customer service form
• Wall open o No reply to complaints
• Promotions have been main focus and still are o Beginning to diversify content with amusing photos, recipes
and “spot the avocado” series o Link to customer service form also given in page description
SUBWAY
v
Spot the avocado.
• Messaging turned on, wall open o Reply with link to customer service form and 800# for both
• Product promotion is done through with “real” feel and humor o Posts are 2nd most ‘liked’ (per 100K fans) o Most shared (per 100K fans) amongst competitors
TACO BELL
v
8,775,712 page likes
+69% from ytd 2011
11 comments per post
per 100K fans 138
likes per post per 100K fans
17 shares per post per 100K fans
Comment with contact info.
Humorous product posts.
• Messaging on, wall open o No reply to message in test o Never reply to customer complaints on timeline wall
• Cover photo (above) devoted to a “Fan of the Week” • Average most likes per post (per 100K fans)
o Due to popular product shots with playful captions
DUNKIN'’ DONUTS
6,631,328 page likes
+81% from ytd 2011
6 comments per post
per 100K fans 139
likes per post per 100K fans
15 shares per post per 100K fans
v
• Messaging turned OFF, wall open o No customer service offered on Facebook
• Link to company Yelp! profile in bio
• Posts almost exclusively devoted to promotions and marketing o Lowest likes/100K fans as a result
• Most growth in page likes out of all competitors o 4th lowest overall, though
BURGER KING
5,258,715 page likes
+309% from ytd 2011
3 comments per post
per 100K fans
v
20 likes per post per 100K fans
2 shares per post per 100K fans
Standard promotional post.
• Messaging on, wall open o Reply to messages with KFC Cares email
• Less promotions and more general product shots posted lately • 3rd most likes and shares per 100K fans compared to competitors • As with Twitter, they are using Facebook to promote Pinterest
page showcasing secret recipes
KFC
5,079,940 page likes
+61% from ytd 2011
6 comments per post
per 100K fans 67
likes per post per 100K fans
8 shares per post per 100K fans
v
Link customers to KFC Cares email address
Push to promote Pinterest
• Messaging on, wall open o No reply in test complaint
• Overall, page is dedicated to promotions and product messaging o Lacks “human touch” popular with consumers o Customer service not a priority on Facebook
• Several promotions running at once o Cluttered feeling as a result
WENDY'’S
2,484,911 page likes
+124% from ytd 2011
17 comments per post
per 100K fans
v
46 likes per post per 100K fans
4 shares per post per 100K fans
Two promotions posted in one day
1,822,480 page likes
12 comments per post
per 100K fans
41 likes per post per 100K fans
3 shares per post per 100K fans
• Messaging on, wall open o Similar reply to Twitter: seek to resolve at store before
escalating o Almost always reply to wall posts from consumers in
comments § Easier to do with low volume
• Company posts are very rare compared to competitors o Sometimes go weeks without posting o Engagement seems to be main focus
CHIPOTLE
v Reply sought to address at store level before escalating
KEY TAKEAWAYS v v
• Most competitors use Facebook for promotional purposes • Different tones and types of content illicit different responses
o “Artsy” product shots and funny wording see more likes/shares o Marketing messages less popular
• People are content curators o Desirable posts can be social currency for consumers
• Engagement/customer service not a priority for most brands
Strengths: • Reach: More than 21,000,000 fans and COUNTING • Many posts are being shared by thousands of people • Potential for unmatched customer service with “Contact Us” application test • Post frequency
o Not too much, not too little
OPPORTUNITIES v v
1. Further Humanize McDonald’s Posts • Attractive product shots with clever phrases • People are willing to share and interact, make it appealing
2. Customer Service “Contact Us” Application • Could become the industry norm • McDonald’s will be ahead of the game if it’s successful