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This report on Canadian Department Stores was created using outputs from the eValue™ Social Media ROI Suite. This report is for promotional use only and should not be used a reporting tool. All data is current as of June 2012. All accounts are associated with the corresponding brand and specific to Canada. The exception to this is the Target accounts. Weekly reports will focus on a variety of industries and topics. To make a suggestion for a future report or to keep up to date, follow us on twitter @EngagementLabs To learn more about the eValue™ Suite or to sign up, go to www.eValueSuite.com
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A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
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A special eValue™ report
Canadian Department Stores Measuring social media efficiency as of June, 2012
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
www.evaluesuite.com
About eValue™
The eValue™ Social Media ROI Suite is a set of so9ware as a service tools designed to calculate the performance of corporate social media campaigns by comparing natural (earned) engagement behavior of online communiCes against the paid promoCon and management efforts deployed by companies to build these followings. The Suite’s Efficiency Calculator analyzes publicly-‐available data from the Facebook, TwiOer and YouTube accounts of global brands and ranks all resulCng performance figures on a percenCle scale. The benchmark database is currently tracking engagement sta:s:cs of 15,744 global corporate social media accounts and will reach 20,000 by the end of summer 2012.
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
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The Canadian Department Stores
For Comparison: USA Department Store (Coming to Canada in 2013)
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Walmart The Bay Holt Renfrew Costco Target
Sears Simons Winners
Sears Simons Winners
eValue™ Social Media Efficiency Scores
Walmart The Bay Holt Renfrew Costco Target
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
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Target Corporate: Performance on Facebook
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Digging Deeper: Target Corporate Performance on Facebook
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Target Corporate Facebook Recommendations
Facebook recommenda:ons 1. Post every other day to allow users to engage with each post.
Spamming is a waste of efforts and pushes users to leave.
2. Include the full URL when posCng, not a shortened version. They have a higher click-‐thru rate and you're not space limited like in twiOer.
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Costco Canada Performance on Twitter
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Digging Deeper: Costco Canada Performance on Twitter
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How Could Costco Canada Improve on Twitter?
TwiBer Recommenda:ons 1. Regular tweets and retweets help increase engagement and followers. 2. Provide quick response to menCons and replies to show people you
take their comments into consideraCon.
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Winners Canada Performance on YouTube
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Digging Deeper: Winners Canada Performance on YouTube
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Walmart Canada: The Social Media Leader
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Digging Deeper: Walmart Canada Performance on Facebook
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Walmart Canada: How are they effective?
Walmart 1. Walmart has fewer fans on Facebook than the benchmark average.
However, they engage far more than the other department stores in this study.
2. Walmart has 3x more admin posts and admin comments on their Facebook page than the benchmark average.
3. On YouTube, Walmart has fewer videos and about 35x fewer views than the benchmark average.
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Conclusions & Comments
• Department stores have the opportunity to u:lize the strong emo:onal :es and customer loyalty to improve their social media presence. Many department stores should leverage their Canadian landmark status.
• Following Target’s announcement that they are entering the Canadian
market in 2013, it will be interes:ng to see how that changes the social media strategy of the brands men:oned in this report
• Winners and Simons are not leveraging the poten:al of TwiBer as they currently do not have accounts.
• Costco Canada has had a TwiBer account for more than a year, but has yet to tweet. This minimizes their impact and outreach on this plaMorm.
-‐The #engagementlabs research team
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
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About the Study
• All Data current as of June, 2012
• All brand accounts measured in this study are official Canadian pages, except Target.
• This report was created using outputs from the eValue™ Social Media ROI Suite. All informa:on gathered is publically available
• This report is for promo:onal use only and should not be used as a repor:ng tool.
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About Us We are #social enablers for #all things digital we are totally focused on #social engagement & opCmizaCon We offer a targeted range of social strategies, customized engagement plaborms and analyCc tools to measure performance and ROI. www.engagementlabs.com.
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
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Rejean Provost, Head of Business Development E-‐mail: [email protected]
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