2013

A Study of The Most Engaged Brand on : The Most Followed Are Not The Brands With the Highest Engagement

By Dr. Natalie L. Petouhoff UCLA Anderson Adjunct Prof Top 25 Table of The 100 Most Most Engaged Followed Contents: Brands on Brands Hot Brands Twitter

How the Study What do the Was Conducted & and the Definition of Top 25 Do Engagement In this Trends That Others Study Don’t? & Author Bio 1. YouTube 23,662,989 100 Most Followed 2. Instagram 15,995,336 3. CNN Breaking News 10,506,363 4. UberSocial 9,515,241 5. TwitPic 8,818,486 6. The New York Times 7,621,763 Brands on Twitter 7. CNN 7,509,660 8. Programa Panico 7,244,402 9. MTV 6,710,380 10. NBA 6,708,633 11. Facebook 6,606,415 26. Cineplex 3,419,849 12. ESPN 6,055,084 27. Whole Foods Market 3,229,977 13. FunnyorDie.com 5,532,748 28. BBC World News 3,147,049 14. BBC Breaking News 5,127,059 29. National Geographic 3,047,197 15. The Onion 4,641,720 30. Zappos.com 2,678,247 16. OneLouder Apps 4,518,183 31. TechCrunch 2,580,150 17. 4,425,285 32. Reuters 2,571,859 18. NFL 4,399,071 33. Disney Pixar 2,539,743 19. detikcom 4,285,548 34. Portal R7 2,537,711 20. Samsung Mobile USA 4,283,518 35. Fox News 2,442,536 21. Notebook of Love 4,203,899 36. InStylecom 2,331,225 22. Snaptu 3,705,750 51. The Olympic Games 1,977,124 37. WWD - Women's Wear Daily 2,210,739 52. Guardian Technology 1,963,282 23. NASA 3,527,819 38. Vogue 2,209,061 24. Metro TV 3,511,817 53. Good Morning America 1,935,823 39. Pitchfork 2,193,551 54. Nimbuzz 1,926,834 25. Starbucks 3,437,209 21 40. Arsenal 2,167,559 55. Newsweek 1,914,084 41. iTunes Trailers 2,133,067 56. Victoria's Secret 1,898,167 42. TweetDeck 2,126,036 57. Etsy 1,882,201 43. Disneywords 2,114,652 58. H&M 1,825,568 44. WWE 2,105,009 59. Chelsea Football Club 1,820,011 45. Threadless 2,104,802 60. Wired 1,806,945 46. The New Yorker 2,093,773 61. Wikileaks 1,735,498 47. someecards 2,081,238 62. JetBlue Airways 1,712,419 48. TOMS Shoes Shoes for Tomorrow 2,042,245 63. TMZ 1,696,353 49. Funny Facts 2,021,484 64. National Hockey League 1,657,156 50. Dropbox 2,002,206 65. Woot 1,653,887 76. NPR News 1,508,141 66. The Associated Press 1,640,341 77. Apple AppStore 1,495,972 67. PlayStation 1,639,310 78. Dell Outlet 1,486,682 68. Christian Dior 1,635,224 79. Washington Post 1,458,392 69. BlackBerry 1.631.130 80. Digg 1,415,229 70. Burberry 1,622,786 81. charity: water 1,380,604 71. Disney 1,577,841 82. Chanel 1,354,979 72. UNICEF 1,575,811 83. Forbes 1,351,898 73. Life.com 1,569,651 84. BBC News - UK 1,332,635 74. G4TV 1,556,592 85. Subway 1,028,871 75. Food Network 1,552,438 86. Forever 21, Inc 977,853 87. McDonald's 966,100 88. Intel 932,460 89. Nike 926,058 90. Xbox 848,019 91. American Express 623,023 92. Louis Vuitton 536,775 93. Target 528,145 94. Amazon 444,511 95. Net-a-porter.com 418,571 96. eBay 187,870 97. ZARA 164,604 98. Adobe Systems Incorporated 152,108 99. Neiman Marcus 114,092 100. Oreo 76,235 Where does your brand stand? 25 Brands With the Highest Engagement 1. Notebook of Love 2. Disneywords 3. ESPN 4. Funny Facts 5. PlayStation 6. Disney 7. Chelsea Football Club 8. BBC Breaking News 9. NASA 10. CNN Breaking News 11. Instagram 12. YouTube 13. Facebook 14. NBA 15. Arsenal 16. The Onion 17. Disney Pixar 18. FunnyorDie.com 19. CNN 20. National Geographic 21. UNICEF 22. Dropbox 23. MTV 1. To see this Engagement Analysis powered by InfiniGraph.com, go to: 24. WWE http://smo.infinigraph.com/portal/industry/top_25_brands_twitter.html? refid=mashable042513Toptwitter 25. Chanel Do you know? 25 Brands With the Highest Post Volume

Comparing the list of brand with the highest engagement, (pg. 4) to the brands with the highest post volume (pg. 5) shows having more followers does not always mean more engagement.

1. JetBlue Airways 13. Samsung Mobile USA 2. American Express 14. NBA 3. detikcom 15. WWE 4. Victoria Secret 16. The New York Times 5. Metro TV 17. McDonald’s 6. Whole Foods Market 18. Washington Post 7. Reuters 19. MTV 8. Portal R7 20. Disneywords 9. BBC News UK 21. Forbes 10. The Associated Press 22. TechCrunch 11. National Hockey League 23. Notebook of Love 12. NFL 24. TMZ 25. WWD- Women’s Wear Daily The Most Engaged Brands Post Content Very Consistently

• Notebook of Love (#1)* and Disneywords (#2)* posts volumes are very consistent

• Arsenal’s posts in spurts (#16)*

*Ranking of the top most engaged brands on twitter, pg. 4 What The Top 25 Most Engaged Brand’s Use for Content:

Photos! What day do they post the most?

When Do The Top 25 Most Engaged Brand’s Post? Wednesday

What type of content do they post the most? The Hour of The Day The Top 25 Most Engaged Brand’s Post?

4PM Do you know what content engages your audience? Here’s the secret to understanding what type of content drives high engagement…

• By studying the content from the brand’s with the highest engagement, you can learn what works

• In this example, we are looking at the brand: • Notebook of Love • The content type is: a link • The clicks: 29,801 • Retweets: 180

What type of content do you post the most? • Adobe Systems Incorporated 99 • Apple AppStore 99 • NBA 99 • American Express 99 100 Most Followed • Wikileaks 99 • OneLouder Apps 99 • WWE 99 • Fox News 98 Brand’s Klout Scores • Wired 97 • H&M 97 • 26. Whole Foods Market 92 • CNN 97 • 27. Snaptu 92 • Louis Vuitton 96 • 28. InStylecom 91 • Instagram 95 • 29. Good Morning America 91 • Amazon 95 • 30. Chanel 90 • NASA 95 • 31. TMZ 90 • Starbucks 95 • 32. WWD - Women's Wear Daily 90 • TwitPic 95 • 33. Hootsuite 90 • Target 95 • 34. Life.com 90 • Subway 94 • 35. JetBlue Airways 89 • 51. BlackBerry 86 • TweetDeck 94 • 36. Christian Dior 89 • 52. Newsweek 86 • BBC World News 93 • 37. Neiman Marcus 89 • 53. iTunes Trailers 86 • The New Yorker 93 • 38. Pitchfork 89 • 54. TOMS Shoes Shoes for • National Geographic 93 • 39. Chelsea Football Club 89 Tomorrow 84 • Digg 92 • 40. Net-a-porter.com 89 • 55. Food Network 84 • NPR News 92 • 41. Oreo 88 • 56. Dell Outlet 84 • 42. BBC Breaking News 88 • 57. ZARA 84 • 43. Guardian Technology 88 • 58. NFL 84 • 44. Reuters 88 • 76. ESPN 81 • 59. Portal R7 84 • 77. Programa Panico 81 • 45. Funny Facts 88 • 60. BBC News - UK 83 • 78. CNN Breaking News 81 • 46. Woot 87 • 61. Forbes 83 • 79. Zappos.com 80 • 47. Nike 87 • 62. someecards 83 • 48. Nimbuzz 87 • 80. Notebook of Love 80 • 63. Samsung Mobile USA 83 • 81. McDonald's 79 • 49. Disney 87 • 64. FunnyorDie.com 83 • 82. The Olympic Games 79 • 50. Etsy 86 • 65. Metro TV 83 • 83. detikcom 79 • 66. Dropbox 82 • 84. Arsenal 78 • 67. UberSocial 82 • 85. G4TV 78 • 68. The Onion 82 • 86. Burberry 78 • 69. MTV 82 • 87. Facebook 74 • 70. eBay 82 • 88. PlayStation 74 • 71. The New York Times 81 • 89. The Associated Press 73 • 72. Forever 21, Inc 81 • 90. TechCrunch 71 • 73. 21 Cineplex 81 • 91. charity: water 71 • 74. Victoria's Secret 81 • 92. Disney Pixar 70 • 75. Xbox 81 • 93. UNICEF 67 • 94. Disneywords 65 • 95. Intel 60 • 96. YouTube 58 • 97. Threadless 54 • 98. Vogue 54 • 99. Washington Post 54 • 100. National Hockey League 31 Go to smo.infinigraph.com Search to see if your brand is in the system If its not, request that it’s added Then select the brands you want to compare to your brand and run the report in Infinigraph

Study the results of the comparison Compare how much you post vs the level of engagement Study the other brand’s engagement capabilities and tactics And make changes to your strategy and tactics How the Study was Conducted

1. We looked at the brands with the most Twitter followers and created a list of 100 of the most followed brands for the month of February 2013

2. We used InfiniGraph.com to crunch all the “B.I.G.” Data in this report

3. There's certainly lot's of definitions of engagement. In this case, the InfiniGraph Engagement Platform looked at engagement as measured by RT’s, clicks and @ replies.

4. To see this Engagement Analysis powered by InfiniGraph.com, go to: http://smo.infinigraph.com/portal/industry/top_25_brands_twitter.html? refid=mashable042513Toptwitter

2. The 100 brands with the most followers were put into the InfiniGraph Platform for the time period of 02/2013 to 03/2013

3. The InfiniGraph Platform took the information about each brand and gathered the data you see in this report: • The volume of posts • The level of engagement • The content that is shared by each brand • What days / times during the day it is shared and • Compares and ranks it

4. Then the Infinigraph system creates the graphs you see in this report. Engagement is measured by RT’s, clicks and @ replies. Brand Name Twier Handle Naonal Hockey League @NHL NBA @NBA Neiman Marcus @neimanmarcus Net-a-porter.com @netaporter Newsweek @Newsweek NFL @NFL Nike @nike Nimbuzz @nimbuzz Notebook of Love @Notebook NPR News @nprnews OneLouder Apps @OneLouderApps The Oreo @oreo Pitchfork @pitchforkmedia PlayStaon @PlayStaon Portal R7 @portalR7 Brand’s Programa Panico @programapanico Reuters @Reuters Samsung Mobile USA @SamsungMobileUS Twitter Snaptu @snaptu someecards @someecards Starbucks @Starbucks Subway @subway Handles Target @target TechCrunch @TechCrunch The Associated Press @AP The New York Times @NYTimes The New Yorker @NewYorker The Olympic Games @Olympics The Onion @TheOnion Threadless @threadless TMZ @TMZ TOMS Shoes Shoes for Tomorrow @TOMS TweetDeck @TweetDeck TwitPic @ UberSocial @ubersoc UNICEF @UNICEF Victoria's Secret @victoriassecret Vogue @voguemagazine Washington Post @washingtonpost Whole Foods Market @WholeFoods Wikileaks @wikileaks Wired @wired Woot @woot WWD - Women's Wear Daily @womensweardaily WWE @WWE Xbox @xbox YouTube @YouTube Zappos.com @zappos ZARA @zara Brand Name Twier Handle 21 Cineplex @cinema21 Adobe Systems Incorporated @adobe Amazon @Amazon American Express @americanexpress Apple AppStore @AppStore Arsenal @Arsenal BBC Breaking News @BBCBreaking BBC News - UK @BBCNews BBC World News @BBCWorld BlackBerry @BlackBerry Burberry @Burberry Chanel @CHANEL charity: water @charitywater Chelsea Football Club @chelseafc Chrisan Dior @Dior CNN @CNN CNN Breaking News @CNNbrk Dell Outlet @DellOutlet dekcom @dekcom Digg @digg Disney @Disney Disney Pixar @DisneyPixar Disneywords @disneywords Dropbox @Dropbox The eBay @ebay ESPN @ESPN Etsy @Etsy Facebook @Facebook Brand’s Food Network @FoodNetwork Forbes @Forbes Forever 21, Inc @Forever21 Twitter Fox News @FoxNews Funny Facts @FunnyOrTruth FunnyorDie.com @funnyordie G4TV @g4tv Handles Good Morning America @GMA Guardian Technology @guardiantech H&M @hm Hootsuite @HootSuite Instagram @Instagram InStylecom @InStyle Intel @Intel iTunes Trailers @iTunesTrailers JetBlue Airways @JetBlue Life.com @LIFE Louis Vuion @louisvuion McDonald's @mcdonalds Metro TV @Metro_TV MTV @MTV NASA @NASA Naonal Geographic @NatGeo Dr. Natalie Petouhoff CEO The Results Group™

As a Forrester Analyst, Dr. Natalie led the pack by writing the world's 1st ROI model. Dr. Natalie's social media ROI videos have set the precedent for businesses to take social media seriously.

Today companies rely on Dr. Natalie’s 7 Steps to FastTrack Social Media Business Success to help them create a plan, justify it to upper management, track the progress, do more of the right things and integrate it with traditional business objectives to obtain an ROI. This includes:

1. Benchmarking Your Social Media Capabilities: Your Capabilities Ranking vs. Competitors 2. Setting Business Goals: Your Business Case, Measurement Program & Dynamic ROI Dashboard & Scorecard 3. Determining Target Audiences: Identify Customers & Ambassadors For Higher WOM 4. Establishing A Content Strategy: Create Content To Intentionally Drive Business Goals 5. Creating an Interaction Strategy: Design Audience Engagement, Integrate w/ Traditional Processes & Scale it With Software 6. Training Executives & Staff: Align Business Objectives, Skills & Organizational Change 7. Pivoting & Iterating: Update Your Social Media Scorecard & Optimize Goals & Plan

Dr. Natalie’s 7-step process provides companies with a customized, benchmark report; a scorecard comparing them to their competitors and a strategic/tactical short/long-term plan based on best practices. This process is so successful its one of the world's first social business courses anywhere and why UCLA Anderson’s Business School & UCLA Extension chose Dr. Natalie's 7 Steps to FastTrack Social Media Business Success because it delivers unprecedented, real-world business results.

As a sought after thought leader, Dr. Natalie’s work is featured in Huffington Post, USAToday, Adage, BusinessWeek, Fast Company, The New York Times and The Wall Street Journal; is the subject of four books including Like My Stuff: How to Monetize Facebook; numerous best practice white papers and makes her a top choice as a TV commentator.

As an accomplished keynote speaker at OMMA, Gartner, SMAC, WOMMA, Digital Hollywood, Forrester… and on her radio program, TheSocialNetworkShow.com, Dr. Natalie enlightens, empowers and inspires listeners.

Want more information on Dr. Natalie? Follow her here: Twitter: https://twitter.com/drnatalie Blog: www.DrNatalieNews.com LinkedIn: http://www.linkedin.com/in/drnataliepetouhoff/ Facebook: https://www.facebook.com/natalie.petouhoff

Full Disclosure: InfiniGraph is a of Dr. Natalie’s and she is a proud advisory board member. The study was commissioned by Nestivity and Evolve Capital.