The Next Round’s on Them! Miller Lite and Stella Artois Take the Top Spots for U.S. Beer Brands on Twitter
Engagement Labs Ranks the Top Ten Twitter Performers Ahead of Beer’s Biggest Season
TORONTO, Ontario – May 20, 2015 – Technology and data company, Engagement Labs (TSX V.EL), creator of the eValue™ score, today released data rankings of the top ten U.S. beer brands based on their social media performance on Twitter.
According to eValue data, the top ten rankings on Twitter for U.S. beer brands are:
“With Memorial Day Weekend upon us and summer just around the corner, beer brands are gearing up for their biggest sales season. Last summer alone beer and malt beverage sales topped $11 billion in the U.S. according to The Beer Institute. These brands understand the power their social media channels have to reach their target customer base and capitalize on real-time conversations. In order to set themselves apart, they are creating social media strategies that are creative and enable their audience to get involved in many ways,” said Bryan Segal, CEO of Engagement Labs.
When looking at the top two brands, Miller Lite and Stella Artois, both have high eValue scores; however, they cater to two completely different audiences. For example, Miller Lite, the top ranked brand on Twitter, has created engagement campaigns – ‘Share their summer’ and ‘We’ll show America’ – which ask followers to tweet personal pictures using the hashtag and well-known motto #ItsMillerTime. As a result, Miller Lite retweets, shares and favorites their audience’s content. This type of engagement with followers generates both high Engagement and Impact scores.
Taking a different approach, Stella Artois delivers content that portrays their brand as a classier beer beverage; one you would drink from their signature chalice. The brand focuses tweets on upcoming events such as the Kentucky Derby or spending the long weekend in the Hamptons. The Company posts professional photos, which create a much different aesthetic as compared to Miller Lite’s follower submitted content. Stella Artois also came out on top for the Engagement sub-score, along with the highest sub-metrics for retweets and favorites per 1000 followers. This shows that the content they are putting out on their Twitter channel is resonating with and engaging their audiences.
“As companies create social media campaigns, one of the key outcomes is increasing brand awareness among their target audiences. For instance, Heineken, came in sixth place on Twitter according to our eValue tool, yet had the highest Impact score and the second highest Responsiveness score. Where Heineken fell short was in their Engagement score measuring their audience's interaction with their content. A small shift in Heineken’s efforts on Engagement can help improve their interactions and resonance with their targeted audience,” said Segal.
About Engagement Labs
Engagement Labs’ eValue™ Score is the global benchmark for social media scoring. eValue Analytics Pro, an enterprise-grade social media analytics platform, scores brands between 0-100. eValue measures brands’ social media and digital marketing efforts. It’s composed of a series of metrics and key performance indicators (KPIs), including Engagement, Responsiveness and Impact, which is benchmarked against 75,000+ handpicked and verified brands.
The eValue score is composed of Engagement, Impact and Responsiveness metrics. Engagement is the level of interaction content receives on a specific social network, Impact is the unique reach content receives on a specific social network, and Responsiveness measures how much, how fast and how well a brand responds to actual conversations amongst its users.
Engagement Labs (TSX V.EL) offers intelligent social data, analytics and insights for organizations that are actively engaging on social networks. Offered as a SaaS or through an API, the eValue™ analytics platform allows brands to measure and maximize the effectiveness of their social media marketing campaigns, as well as measure that of their competitors across major social networks Facebook, Twitter, YouTube and Instagram. Engagement Labs maintains offices in Montreal, Toronto, Paris and New York. www.engagementlabs.com / www.evaluesuite.com