Brand Barometer: Social media performance of Duracell

By Gemma Charles, marketingmagazine.co.uk, Friday, 18 May 2012 08:00AM

A look at the performance of Duracell in social media over the past four months.

Duracell’s presence is managed through several social accounts worldwide. The UK Facebook page is managed by ‘The Duracell Bunny’, and adopts a fun and informal approach. It appears to be working, with regular engagement and content attracting 21,000 fans, not to mention a notable spike in conversation throughout April.

 

January - Audi's 'Vampire Party' ad made its debut ahead of the 2012 Super Bowl. The commercial aired on TV in the US, but was discussed around the world via social media.

February - The unveiling of Audi's new TT RS Plus on 9 February created another spike in mentions on social.

March - Audi struck a deal to give it first rights to buy Italian superbike manufacturer Ducati. Seen as a 'bold move', it created positive discussion on Twitter, though at lower levels than previous months. The deal was confirmed in April.

April - Audi used its UK Facebook page to show behind-the-scenes images from its 'Ugly Duckling' ad before unveiling it on 1 April. Conversation around the ad was minimal, however.

 

Methodology

The Social Media Reputation (SMR) score provides a benchmark to gauge brands' respective popularity.

The score is derived by averaging the noise around a brand (reach) with its popularity (satisfaction).

Then the numbers from the last month are compared to the previous three months to apply a topical adjustment (recency).

An algorithm and some more human analysis later produces the SMR score.

To boost accuracy, a representative sample of the automated sentiment data is validated by Yomego's expert team.

The Yomego SMR Index helps brands to benchmark their popularity in social channels. Follow @YomegoSocial.

This article was first published on marketingmagazine.co.uk