by Member of TrueSocialMetrics team ~ 6 min
As long as we remember there was an intense rivalry between soda brands on the market, including an endless epic battle between Coke and Pepsi. But in 2011 something unimaginable happened - the battle was lost, by Pepsi to DietCoke, who took the second place on US market. Everyday this Soda War unfolds on different battlefields and one of them is Social Media.
In this study we’ll take a look at top 5 soda brands on Twitter at Summer (1 Jun' 13 - 31 Aug’ 13). Using metrics like Conversation rate (comments per post), Amplification rate (shares per post), Applause rate (likes per post) to assess and compare their Twitter accounts performance.
The most important indicators of successful presence in social media is social interaction with brands’ posts - comments, shares and likes (or replies, retweets and favorites). Comparing all the brands accounts to the Upper limit (maximum) value among all soda brands shows the leader of the Twitter race and how much faster other participants should run to catch with the winner.
Mountain Dew has won 4 out 6 nominations both in relative and absolute terms. Which is a really surprising result, taking into account that Mountain Dew has much less followers than big brands like Coca Cola and Pepsi.
Which leads us to a question: Does having the big number of followers garanties good interaction results for the social media page? Lets look how the number of followers correlate (or doesn’t) with their activity at Soda brands Twitter accounts.
We can see even visually that almost all Mountain Dew tweets demonstrate a good performance, while among Coca Cola’s tweets there is only one superstar tweet and others just don’t get too much interaction.
But taking into account different size of the accounts, which means the different number of followers, it is also wise to calculate the winner in relative terms per 1 follower. So here are the best performing tweets in relative terms per follower:
It informs the fans about the epic comeback of their favorite flavour.
Featuring their awesome promo videos.
iI includes a contest with a cool branded one-can-mini-fridge.
Based on both relative and absolute results, it looks like contests and creative videos are a good receipt for top tweets.
One more great way to compare social media performance is using benchmarking - an industry standard. Which helps to understand brand’s social media performance in the context of the overall market.
|Conversation rate||3 replies/tweet|
|Amplification rate||30 retweets/tweet|
|Applause rate||19 favorites/tweet|
|Posting density||71 tweets/month|
And, finally, the last question, how does Soda brands perform in social media comparing to their market domination?
The Bottom-of-the-list brands hold the same position at Twitter presence, Diet Dr. Pepper and Diet Mountain Dew doesn’t have a Twitter account, and Fanta has one, but the last their tweet was posted in March 2013. An interesting tendency to see The Middlers climbing higher up the Twitter peformance list, maybe they are trying to win the market by gaining social media domination? On the contrary, the Leaders of the market, cede their leadership on Twitter.