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SOCIAL MEDIA BENCHMARKING
& COMPETITIVE INTELLIGENCE
Top Telecom Brands     	
  SO	
  
in the United States
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
                                                                      THE
used to competitive benchmarking and intelligence on mass
media and the internet.                                          SOCIAL MEDIA
                                                                BENCHMARKING
Unmetric empowers marketing teams with data that was
previously unavailable. Besides comparing the performance of      COMPANY
competing brands, Unmetric also benchmarks brands against           FOR BRANDS
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.

Visit us at Unmetric.com for more information
January 2013



Telecom Sector on Social Media



                           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.
ANALYSIS OF
 BRANDS ON
 FACEBOOK
    SO	

Fans, Conversations, Engagement,
        Campaigns, etc...
January 2013



                                                Facebook – An Overview
                                                         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



                                     Facebook – An Overview
                                      AUDIENCE STRENGTH & ENGAGEMENT STRENGTH
                                          Audience Strength (Number of Fans & Fan Growth)
                        Engagement Strength (Engagement Score, Sentiment, Conversations and Number of Posts)


                    POPULAR                                                                         LEADERS
Audience Strength




                     EMERGING                                                                      ENGAGERS

                                                       Engagement Strength
January 2013



Facebook – An Overview

     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
January 2013



                      Notable Brands & Metrics on Facebook
                                                                                                Brand s Response to Fan
                           Fans                             Number of Posts                                                Sentiment of Fan Posts
                                           Number talking                                                Posts
                                                                               Engagement of
Brand Name                                     about                                             Average % of Fan Posts
                                                                                Admin Posts
                Total Fans   Fan Growth    (as % of Fans)   Fan        Admin                    Response     Admin      Negative Neutral   Positive
                                                                                               Time (mins) Responded
  Verizon
                4,679,261         4.09 %      3.07 %        2,053        29         30            308         24.07 %     386     1026       641
  Wireless

    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
                 128,861          1.62 %      2.55 %        1,255        5          42            146         76.44 %     175      798       295
     USA
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
 1567 / 1715    are not deleted/hidden. T-Mobile USA participated in 91% of
                these conversations.



  1 hr, 46 mims, The Average time T-Mobile USA takes to reply
          30 secs (based on 1567 conversations they chose to participate in)



                                                       Sentiment Analysis of Fan Posts


                                                                 29.3%               52.4%              18.3%
                                                          Automated sentiment analysis of the 1715 fan posts
                                                          (does not include follow up comments on the post)


                                                                 29.5%               52.9%               17.5%

                                                         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.
ANALYSIS OF
  BRANDS ON
   TWITTER
            SO	

Followers, Customer Service Metrics,
          Campaigns, etc...
January 2013



                                                    Twitter – An Overview
                                                          UNMETRIC SCORE FOR TWITTER


                                    Brand Name                        Unmetric Score      Rank in January

                                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



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



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


                    POPULAR                                                                              LEADERS
Audience Strength




                     EMERGING                                                                          ENGAGERS

                                                         Engagement Strength
January 2013



         Twitter – An Overview

              BEST CAMPAIGNS OF THE MONTH
                        (Amongst these brands)




1.  Sprint – CES 2013

2.  AT&T- #AttDevSummit, #DigitalLifeChat

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



                Notable Brands & Metrics on Twitter


                                                                             Average Response
  Brand Name        Total Followers   Followers Growth    Number of Tweets                      (Net) Sentiment
                                                                                   Time
                                                                                                   Neutral
Verizon Wireless       800,622            -1.02%                  166            00:35:19

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


Verizon Wireless lost 8216 followers on Twitter




                                                         Most proactive tweets were around the CES and NFL
AT&T
                               Top Hashtags: #ATTDevSummit, #digitallifechat, #2013CES


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.
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.
ANALYSIS OF
   BRANDS ON
    YOUTUBE
              SO	

Views, Shares, Uploads, Top Video, etc...
January 2013



                                              YouTube – An Overview
                                                            UNMETRIC SCORE FOR YOUTUBE


                                           Brand Name                   Unmetric Score    Rank in January


                                           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


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



              YouTube – An Overview

                       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
January 2013



               Notable Brands & Metrics on YouTube


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




                                                         Video Views Growth
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
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.‬

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The Telecom Industry on Social Media

  • 1. SOCIAL MEDIA BENCHMARKING & COMPETITIVE INTELLIGENCE Top Telecom Brands  SO   in the United States
  • 2. 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 THE used to competitive benchmarking and intelligence on mass media and the internet. SOCIAL MEDIA BENCHMARKING Unmetric empowers marketing teams with data that was previously unavailable. Besides comparing the performance of COMPANY competing brands, Unmetric also benchmarks brands against FOR BRANDS 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. Visit us at Unmetric.com for more information
  • 3. January 2013 Telecom Sector on Social Media 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.
  • 4. ANALYSIS OF BRANDS ON FACEBOOK SO Fans, Conversations, Engagement, Campaigns, etc...
  • 5. January 2013 Facebook – An Overview 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.
  • 6. January 2013 Facebook – An Overview AUDIENCE STRENGTH & ENGAGEMENT STRENGTH Audience Strength (Number of Fans & Fan Growth) Engagement Strength (Engagement Score, Sentiment, Conversations and Number of Posts) POPULAR LEADERS Audience Strength EMERGING ENGAGERS Engagement Strength
  • 7. January 2013 Facebook – An Overview 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
  • 8. January 2013 Notable Brands & Metrics on Facebook Brand s Response to Fan Fans Number of Posts Sentiment of Fan Posts Number talking Posts Engagement of Brand Name about Average % of Fan Posts Admin Posts Total Fans Fan Growth (as % of Fans) Fan Admin Response Admin Negative Neutral Positive Time (mins) Responded Verizon 4,679,261 4.09 % 3.07 % 2,053 29 30 308 24.07 % 386 1026 641 Wireless 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 128,861 1.62 % 2.55 % 1,255 5 42 146 76.44 % 175 798 295 USA
  • 9. 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)
  • 10. Verizon – Droid DNA Verizon’s post about the new Droid Razr Maxx HD Phone received phenomenal engagement
  • 11. T-Mobile – Great Facebook Reply Strategy Interaction with Fan Posts Fans initiated 1715 conversations of the T-Mobil USA which 1567 / 1715 are not deleted/hidden. T-Mobile USA participated in 91% of these conversations. 1 hr, 46 mims, The Average time T-Mobile USA takes to reply 30 secs (based on 1567 conversations they chose to participate in) Sentiment Analysis of Fan Posts 29.3% 52.4% 18.3% Automated sentiment analysis of the 1715 fan posts (does not include follow up comments on the post) 29.5% 52.9% 17.5% Automated sentiment analysis of the 1567 posts T-Mobile USA replied to (does not include follow up comments on the post)
  • 12. Sprint - CES Sprint posted a lot about themselves but earned great engagement posting around CES event. Most engaging post around CES
  • 13. AT&T – American Idol AT&T s posts around the new season of American Idol earned high engagement.
  • 14. ANALYSIS OF BRANDS ON TWITTER SO Followers, Customer Service Metrics, Campaigns, etc...
  • 15. January 2013 Twitter – An Overview UNMETRIC SCORE FOR TWITTER Brand Name Unmetric Score Rank in January 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 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.
  • 16. January 2013 Twitter – An Overview AUDIENCE STRENGTH & ENGAGEMENT STRENGTH Audience Strength (Total Followers, Follower Growth, Follower-Followee Ratio) Engagement Strength ((Average Reply Time, Number of Tweets & Sentiment) POPULAR LEADERS Audience Strength EMERGING ENGAGERS Engagement Strength
  • 17. January 2013 Twitter – An Overview BEST CAMPAIGNS OF THE MONTH (Amongst these brands) 1.  Sprint – CES 2013 2.  AT&T- #AttDevSummit, #DigitalLifeChat 3.  Verizon Wireless - #NFL, #GamePaint, #2013CES
  • 18. January 2013 Notable Brands & Metrics on Twitter Average Response Brand Name Total Followers Followers Growth Number of Tweets (Net) Sentiment Time Neutral Verizon Wireless 800,622 -1.02% 166 00:35:19 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
  • 19. Consumer Electronics Summit 2013 Top Brands Tweeting Around CES 2013- AT&T, T-Mobile USA, Sprint, Verizon Wireless
  • 20. 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
  • 21. Sprint – CES Hidden Hashtag Sweepstakes Sprint tied up with CNET with their Hidden Hashtag sweepstakes.
  • 22. Verizon Wireless Top Hashtags: #NFL, #GamePaint, #2013CES Verizon Wireless lost 8216 followers on Twitter Most proactive tweets were around the CES and NFL
  • 23. AT&T Top Hashtags: #ATTDevSummit, #digitallifechat, #2013CES 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.
  • 24. 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.
  • 25. ANALYSIS OF BRANDS ON YOUTUBE SO Views, Shares, Uploads, Top Video, etc...
  • 26. January 2013 YouTube – An Overview UNMETRIC SCORE FOR YOUTUBE Brand Name Unmetric Score Rank in January 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 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.
  • 27. January 2013 YouTube – An Overview 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
  • 28. January 2013 Notable Brands & Metrics on YouTube Number of Average Video Brand Name Total Video Views Viewer Growth Dislikes Likes Uploads 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
  • 29. 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
  • 30. T-Mobile s Unlimited Nationwide 4G Data 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. Video Views Growth
  • 31. 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
  • 32. 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.‬