The Telecom Industry on Social Media

SO

SOCIAL MEDIA BENCHMARKING & COMPETITIVE INTELLIGENCE Top Telecom Brands in the United States

SOCIAL MEDIA BENCHMARKING

COMPANY FOR BRANDS

THE

Visit us at Unmetric.com for more information

Unmetric’s platform focuses on social media benchmarking for leading brands around the world. Unmetric recognizes that brands are flying blind on social media and the absence of benchmarks has been detrimental to businesses who are used to competitive benchmarking and intelligence on mass media and the internet. Unmetric empowers marketing teams with data that was previously unavailable. Besides comparing the performance of competing brands, Unmetric also benchmarks brands against their sector and captures everything around brands’ Facebook, Twitter, YouTube and Pinterest points of presence. This includes growth metrics and unique engagement metrics that provide insights into content strategies & performance.

Telecom Sector on Social Media

January 2013

NEWS AROUND YOUR SECTOR

The Telecom Sector experienced positive growth rates across Facebook, Twitter and YouTube. T-Mobile USA led the ranks on Facebook in North America, ranking 3rd Worldwide. Verizon Wireless took the top spot on Twitter, for North America, ranking 3rd, worldwide. T-Mobile USA also reigned over YouTube for North America, coming in 2nd, worldwide. The annual Consumer Electronics Show was a popular topic for Telecom brands across Twitter and Facebook, while Verizon and Sprint also ran contests on Facebook and Twitter respectively.

SO

ANALYSIS OF

BRANDS ON FACEBOOK

Fans, Conversations, Engagement, Campaigns, etc...

Facebook – An Overview

January 2013

UNMETRIC SCORE FOR FACEBOOK

Brand Name Unmetric Score Rank in January

T-Mobile USA 61 3

Verizon Wireless 58 5

AT&T 56 6

Sprint 38 18

U.S. Cellular 24 66

Virgin Mobile USA 20 77

Metro PCS 20 81

The Unmetric Score is a unique sector based social media score that takes in to account various metrics, weighted and balanced to produce a single benchmarkable score.


January 2013

AUDIENCE STRENGTH & ENGAGEMENT STRENGTH Audience Strength (Number of Fans & Fan Growth)

Engagement Strength (Engagement Score, Sentiment, Conversations and Number of Posts)

Engagement Strength

Audi

ence

Str

engt

h

LEADERS

ENGAGERS EMERGING

POPULAR


January 2013

BEST CAMPAIGNS OF THE MONTH (Amongst these brands)

1. Verizon- Recipe and Super Bowl contests

2.  Verizon- Droid DNA

3.  Sprint – CES 2013

4.  AT&T – American Idol Sponsorship

Notable Brands & Metrics on Facebook

January 2013

Brand Name

Fans Number talking

about (as % of Fans)

Number of Posts Engagement of

Admin Posts

Brand’s Response to Fan Posts Sentiment of Fan Posts

Total Fans Fan Growth Fan Admin Average

Response Time (mins)

% of Fan Posts Admin

Responded Negative Neutral Positive

Verizon Wireless 4,679,261 4.09 % 3.07 % 2,053 29 30 308 24.07 % 386 1026 641

AT&T 3,896,969 0.4 % 4.07 % 2,012 30 97 147 19.01 % 401 1061 550

T-Mobile USA 2,601,203 5.02 % 7.53 % 1,802 19 245 105 91.37 % 333 940 529

Sprint 1,015,752 3.24 % 6.34 % 1,351 54 85 598 31.83 % 307 731 313

U.S. Cellular 371,901 0.24 % 0.88 % 901 61 12 423 59.7 % 94 546 261

MetroPCS 144,935 0.92 % 1.04 % 596 50 12 580 73.32 % 57 379 160

Virgin Mobile USA 128,861 1.62 % 2.55 % 1,255 5 42 146 76.44 % 175 798 295

Verizon – Recipe Contest and Super Bowl Contest

Verizon posted a lot around their Sandra Lee’s Recipe Draft Contest and also posted around the upcoming Super Bowl Contest

(click on the image to view the contest)

(click on the image to view the contest)

Verizon – Droid DNA

Verizon’s post about the new Droid Razr Maxx HD Phone received phenomenal engagement

T-Mobile – Great Facebook Reply Strategy

Interaction with Fan Posts

Fans initiated 1715 conversations of the T-Mobil USA which are not deleted/hidden. T-Mobile USA participated in 91% of these conversations.

The Average time T-Mobile USA takes to reply (based on 1567 conversations they chose to participate in)

1 hr, 46 mims, 30 secs

1567 / 1715

Sentiment Analysis of Fan Posts

29.3% 18.3% 52.4%

29.5% 17.5% 52.9%

Automated sentiment analysis of the 1715 fan posts (does not include follow up comments on the post)

Automated sentiment analysis of the 1567 posts T-Mobile USA replied to (does not include follow up comments on the post)

Sprint - CES

Sprint posted a lot about themselves but earned great engagement posting around CES event.

Most engaging post around CES

AT&T – American Idol AT&T’s posts around the new season of American Idol earned high engagement.

SO

ANALYSIS OF

BRANDS ON TWITTER

Followers, Customer Service Metrics, Campaigns, etc...

Twitter – An Overview

January 2013

UNMETRIC SCORE FOR TWITTER


Verizon Wireless USA 67 3

AT&T 51 9

T-Mobile USA 51 11

Sprint 47 14

Qualcomm 44 18

Time Warner Cable 41 20

MetroPCS Inc. 30 48

U.S. Cellular 29 49

Virgin Mobile USA Care 29 50



January 2013

AUDIENCE STRENGTH & ENGAGEMENT STRENGTH Audience Strength (Total Followers, Follower Growth, Follower-Followee Ratio) Engagement Strength ((Average Reply Time, Number of Tweets & Sentiment)

Engagement Strength

Audi

ence

Str

engt

h

LEADERS

ENGAGERS EMERGING

POPULAR


January 2013

BEST CAMPAIGNS OF THE MONTH (Amongst these brands)

1.  Sprint – CES 2013

2.  AT&T- #AttDevSummit, #DigitalLifeChat

3.  Verizon Wireless - #NFL, #GamePaint, #2013CES

Notable Brands & Metrics on Twitter

January 2013

Brand Name Total Followers Followers Growth Number of Tweets Average Response Time (Net) Sentiment

Verizon Wireless 800,622 -1.02% 166 00:35:19 Neutral

AT&T 171,770 0.98% 565 02:51:11 Neutral

T-Mobile 166,918 1.69% 82 00:00:00 Positive

Sprint 141,358 2.36% 99 11:52:26 Neutral

Virgin Mobile USA 4,771 0.72% 2742 1:20:20 Neutral

Consumer Electronics Summit 2013 Top Brands Tweeting Around CES 2013- AT&T, T-Mobile USA, Sprint, Verizon Wireless

Sprint – Tweets around CES

Sprint posted a lot of tweets around CES and received phenomenal growth around the same time period.

Growth in Followers during the CES

Sprint – CES Hidden Hashtag Sweepstakes Sprint tied up with CNET with their Hidden Hashtag sweepstakes.

Verizon Wireless

Verizon Wireless lost 8216 followers on Twitter

Most proactive tweets were around the CES and NFL

Top Hashtags: #NFL, #GamePaint, #2013CES

AT&T

Apart from Plain Text, AT&T’s most popular reply strategy seemed to be issuing brand apologies.

AT&T had 18 tweets a day and most of their tweets were replies.

Top Hashtags: #ATTDevSummit, #digitallifechat, #2013CES

Comparative Reply Analysis Apart from Plain Text, brand apologies are the most popular

type of reply amongst the chosen brands.

Verizon Wireless replies the fastest, while @TracFoneCalls takes the longest.

SO

ANALYSIS OF

BRANDS ON YOUTUBE

Views, Shares, Uploads, Top Video, etc...

YouTube – An Overview

January 2013

UNMETRIC SCORE FOR YOUTUBE


T-Mobile USA 79 2

Verizon Wireless 66 3

AT&T 62 4

Virgin Mobile USA 51 6

Sprint 40 9

Metro PCS 25 24

Tracfone 19 39

U.S. Cellular 18 42


YouTube – An Overview

January 2013

TOP VIDEOS OF THE MONTH (Amongst these brands)

1.  Verizon Powerful Answers- Eureka :60 Commerical 2.  T-Mobile’s Unlimited Nationwide 4G Data With No Annual Contract

3.  Sprint- NBA “Pajamas” Commercial with Kevin Durant

Notable Brands & Metrics on YouTube

January 2013

Brand Name Total Video Views Viewer Growth Number of Uploads Dislikes Likes Average Video

Length (Seconds)

T-Mobile 59,752,838 0.54% 419 20 139 82

Verizon Wireless 37,565,797 7.06% 871 31 510 88

AT&T 37,405,283 3.66% 2740 9 157 78

Sprint 5,352,007 -35.6% 376 53 154 122

Virgin Mobile USA 4,612,087 1.13% 180 0 0 233

Verizon Powerful Answers- Eureka :60 Commerical

At Verizon, we believe in the power of technology to solve just about anything. Because the world's biggest challenges deserve even bigger solutions.

Video Views Growth

T-Mobile’s Unlimited Nationwide 4G Data

Video Views Growth

Want Unlimited Nationwide 4G data? Introducing T-Mobile's Unlimited Nationwide 4G data. No caps, no overages and now with no annual contract. Check it out at T-Mobile.com.

Sprint- NBA “Pajamas” Commercial

Unlimited NBA from Sprint changes everything. NBA fans who have Truly Unlimited Data from Sprint can watch so much NBA coverage, they might experience some unusual changes.

Video Views Growth

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.

About Unmetric :

THANK YOU

Please contact us at

[email protected]

for more information

The Telecom Industry on Social Media

Documents

Transcript of The Telecom Industry on Social Media