Archive for Case Studies

Monster Energy Amps Up Through Social Media

Track Social follows more than 12,000 companies across hundreds of social media metrics and has noticed a recent boost in Monster Energy’s Facebook audience.  This week, using our Campaign Module, we took a deeper look into determining what’s been fueling Monster’s growth and its impact on engagement.

The Campaign

Monster Energy’s Facebook app ‘Monster Energy Ultimate Intern Search‘ – launched on April 9 – is ostensibly a way for Monster to recruit its next new intern. But it’s actually a savvy, ultimately low-risk, way for Monster to generate buzz-worthy social media attention and boost its online audience numbers. Aside from a ‘swag bag’ for the first 250 applicants, the real prizes are two summer internships – for which Monster will pay basically nothing.

And even so, the kids went for it.

Submissions ranged from serious and attractive (or seriously attractive) applicants to brand enthusiasts – like this guy who thinks his prized collection of Monster cans (one from Luxembourg!) proves he knows more about Monster than anyone else. And then there’s this dude (is that a Monster throne he’s sitting on?) who claims his blood is made of Monster.

The Results

Judging a campaign’s success can be tricky. Does it generate likes? Do those likes translate into increased engagement? Track Social’s Campaign Module uses goals, baselines, time periods, and tagging to accurately crunch data and analyze a campaign from start to end to depict what changes, if any, were made to a brand’s social media performance.

According to Track Social’s Campaign Module, during the course of the Ultimate Intern Search campaign, Monster’s daily increase in Facebook audience numbers jumped 122% from just over 11,000 new Fans per day to almost 24,000.

Monster’s Facebook “Buzz” numbers also saw a big boost, up 69%. Buzz is a measure of how much people are talking about a brand on social media. Perhaps all the wanna-be interns begging their friends to vote for their videos ignited the Monster Buzz.

Track Social Campaign Tracker – Monster Energy Intern Search

The Campaign Module also tracks many other metrics throughout the course of a campaign, and the Goals feature allows us to focus the scoring on outcomes that are relevant to the purpose. In this case some of the metrics that have fallen, such as Presence (largely driven by page posting activity) and Engagement (largely driven by Fan likes and comments on page posts) were ancillary to the core measurable purpose of the campaign.

The audience gains make this a reasonably strong Audience Growth campaign compared to the 100s we have monitored. And now that the voting phase of this competition has begun, (online voting via Facebook runs until June 10 at which point 6 top vote-getters will head to Corona, CA for the final selection), Monster stands to post additional gains in Audience and Buzz numbers due to some smart viral hooks embedded in the voting scheme. In order to support an intern candidate, Facebook users have to “Like” the Monster page and allow them permission to post on their wall.

We will keep tracking Monster’s progress as they move through the voting phase of their Intern Search. In the meantime, you can see more social media metrics on Monster and 12,000 other brands by signing up for a free Track Social account here!


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Predicting The Next Social Media Trend Using Social Media Analytics


Track Social’s Social Media Zone is a portal for assessing the activity of all Social Media Brands on the major platforms – Facebook, Twitter, LinkedIn and YouTube.

We looked at the leaders in Audience Growth Rate in order to predict what might be the next big thing in Social. Some of the growth leaders you’ve probably heard about in the news, others maybe not.

Social growth measures how many new connections a brand is making across the already well-established social media platforms.

In other words, how well are these new social utilities leveraging their visibility on more established social media platforms like Facebook and Twitter in order to spread their name, generate buzz and sign-up new members?

Track Social’s Social Media Zone shows the Social Brand Map, which plots how social media sites are performing on, well, social media. The color of the balls represents how quickly it is growing – with red and orange indicating hot and fast growth. This means the hottest social sites are establishing new connections with online users faster than the rest of the pack. Only 5 social media sites out of our list of 147 can claim rights to a sizzling hot ball – here’s the top 5 in social growth rate:

1. Instagram: Humans. Love. Photos.

We love taking them. Looking at them. Sharing them. And of course, digitally tweaking them so we appear to be much better photographers than we actually are.

At least that was the great insight of Instagram founders who are now a cool billion dollars richer thanks to Facebook’s recent acquisition of the uber-popular photo sharing app now downloaded by over 50 million mobile users.

So now that Instagram has officially joined with the Zuckerburg and company, how is it using Facebook to engage with fans and recruit new users?

Instagram posts on Facebook are mainly re-posts from its official Instagram blog, which offers creative thematic challenges for the community, inviting users to submit their instagram-ed photos related to specific themes.

One regular challenge, the Weekend Hashtag Project, recently invited submissions for vacant places and empty chairs. These posts highlight the usefulness and uniqueness of Instagram’s app – no wonder Instagram is on track to hitting 100 million users.

On Twitter, Instagram has managed to rack up over 3 million followers. This is largely due to Instagram’s auto-follow policy. If you use Twitter to distribute an Instagram photo, you’re essentially agreeing to “follow” Instagram. And while that might make it easier to get people signed up, keeping that audience requires facilitating engagement through fun, regular challenges the Weekend Hashtag Project.

Instagram owes a lot to Twitter for popularizing both the format and language of a “sharing community”: “Feeds” and “Followers” are common to both and this overlap helps account for the large number of users who routinely use Twitter to distribute the photos they take with Instagram – a partnership we expect will continue to grow – unless Facebook decides otherwise.

[And just for good measure, the immanently shareable Pets of Instagram.]

2. MyYearbook: Engineering Serendipity

A recent marketing piece from one of MyYearbook’s co-founders helps define this new kind of social network as an alternative to traditional online dating sites. What makes them stand out from all the other dating sites? MyYearbook stands behind the idea that people prefer to start out as friends before jumping into a romantic relationship. According to the company, MyYearbook has signed up over 33 million members since 2005 – meaning over 33 million people are also on board with this idea.

The rise of social networks and the ubiquity of mobile devices have given way to a new crop of mobile social networks – the Meeting Networks – which threatens to eat the dating industry’s $4 billion lunch by making them a subset of a larger “meet new people” space.

Notice whose lunch they are not out to eat: Facebook’s. In fact, MyYearbook offers a “one click” registration if you sign in through your Facebook account, a clear indication they’re staking out a different kind of social media territory.

Call them Meeting Networks, call them Social Discovery Sites, MyYearbook attempts to connect people through playing online games, sharing videos, and giving virtual gifts (via an online currency called “Lunch Money” – we’re not making that up).  It’s a space intended to facilitate new connections that might ultimately lead, according to satisfied customer “Mike, 33” to finding your “soulmate.” Mazel tov, Mike.

3. Pinterest: Come ye pinners.

Our number 3 seemed to have blown up overnight, so it’s no surprise that their significant audience growth has also given them office growth.

Technically, Pinterest is not just a photo-sharing site. It invites users (called pinners) to create boards where they can “pin” anything of interest they find on the web. If you’ve been living in a dark hole or haven’t noticed yet, there has been a storm of “Pin It” share button that has hit so many sites – making it easy for internet browsers to quickly pin away.

Pinners compile collections on an infinite number of topics: wedding planning, say, or recipes. Or physics. It’s an organizer’s dream. If your users are mining the internet for cool stuff, some of those “pins” might just stir some buzz. A Dirty Dancing Page, for example, received over 13,000 LIKES on Facebook. As we stated earlier with Instgram, humans love photos.

4. Bebo: Didn’t AOL pay $850 million for this?

Sure did. After buying Bebo for $850 million in 2008, AOL unloaded the networking site in 2010 for $10 million. Bebo may have originally been conceived as an alterative and rival to Facbook but those ambitions (delusions?) seem to have been left behind. These days, Bebo is trying to occupy the same space as MyYearbook – with a dedicated dating site attached and you guessed it – its own gaming outlet. It looks like users are looking for a space where they can combine the perks of both Facebook and MyYearbook – which steers them toward our number 4 – Bebo.

5. Make your own magazine is an online content curation platform allowing users to create their own blog-like spaces that allows you to pull content from all over the web and re-publish it into attractive templates. Effectively, you become the editor of your own online magazine.  It’s part of the mash-up movement the web has sparked, repurposing, remixing and re- contextualizing content into something new. is promising because of the nature of their service. Just like Pinterest, offers users an easy way to collect and curate the things they discover online. Spotlighting some user-generated gems might be a great way to attract Facebook Fans and Twitter Followers, as well as showcasing the value of the app itself.

Rounding out our top 10 social media sites and apps with the highest growth rates are:

6. reddit
7. Buffer
10. Hacker News

Follow the stats, trends, news and updates for the entire Social Media universe at Track Social’s Social Media Zone. What shows up on today’s Leaderboard, might just be tomorrow’s most ubiquitous platform.

 **This article was based on the Leaderboard as of Monday, May 7, 2012. Actual Leaderboard changes on an ongoing basis.

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MTV on Social Media – Transforming From ‘Music Television’ to ‘Entertainment Anywhere’

MTV, the youth brand that ushered in the demise of Radio (or at least its monopoly on music distribution) when it broadcasted Video Killed The Radio Star in 1981, is now perhaps turning on the very medium it so proudly named itself after. MTV’s product, once ‘Music Television’, has transformed to meet the twenty-first century customer demand for ‘Entertainment Anywhere’.

The internet is supplanting TV as the go-to entertainment medium for people under 30.

Even though Season 5 of “Jersey Shore” – the reality show credited with reviving MTV’s edge – regularly enjoys high ratings, MTV knows that spray-tanned guidos won’t keep them in the spotlight forever. So with 32 million+ Facebook Fans, MTV is clearly taking the migration of its core demo – from passive TV viewing to active online interaction – very seriously.

MTV uses its Facebook presence as a kind of online promo aggregator – a buffet with bite-sized appetizers delivered from all over MTV’s extensive stable of blogs, niche websites, TV programming and movies. And though they were an early adopter of the new Facebook timeline (if you wanna be a trend setter, be the first to change) the content strategy has remained consistent: show promos, celebs news, movie news and trailers, and lots and lots of Beiber.

Posts from MTV’s Buzzworthy blog tease the latest pop culture whatnot, including plenty of celebrity gossip. Tabloid updates are a staple, with the usual suspects – Gaga, Jonas Borthers, Rihanna (both clothed and unclothed), and Beiber’s hair – making regular appearances. A recent pic of Rihanna’s scandalous see-through top no doubt had the affect her publicists hoped it would: almost 8,000 LIKES in less than 24 hours.

Other posts offer clips from anticipated movies like the upcoming Hunger Games as well as interviews with the cast and even a live-streamed red-carpet event.

Watch live right now as we talk to all the Tributes at The Hunger Games red carpet premiere!

Meanwhile posts from “MTV Geek!” spotlight rumors, trailers, and other bits of comic book fandom fodder.

MTV EXCLUSIVE! MTV Geek has all the deets on ‘Before The Watchmen’! Check it out here.



Which brings us to an important lesson: MTV’s Facebook page has something for just about every kind of media-saturated kid.

The Revolution Will Not Be Televised, It Will Be Web-Streamed.

In successfully transitioning from a niche cable music channel to a multi-faceted youth media mega-brand, MTV has transformed itself into an array of media outlets, appealing to a host of youth subcultures. There’s even “MTV Act” for kids who prefer their pop-culture with a healthy dose of political activism.

MTV’s Facebook page draws eyeballs – and drives interaction – by pulling all these threads together and spooling them out in small nuggets. Sample what you like, pass on what you don’t. There is music, there is video, there is text – all moving at the frenetic pace of our modern digital lifestyle and keeping pace with the ceaseless demand for Entertainment Anywhere.

MTV’s Track Social Profile
MTV’s Facebook Page
MTV’s Website


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The Top 10 Beers on Facebook ~ A Virtual Pub Crawl for St. Patricks Day

(Warning: this article may give you a buzz and should be read responsibly.)

Yes, it’s true, St. Patrick’s Day honors a fourth-century priest who may very well have saved Western Civilization. But let’s be honest, these days it’s really about the green beer.

So with March 17th just around the corner, we’re embarking on a virtual pub-crawl to sample how the world’s top beer brands are performing on social media. And for those who like their online engagement best served cold and frosty, you can play along at home: just crack open your #FavoriteBeer and take a healthy swig every time you see the word “Facebook.” Guaranteed to be the most enjoyable reading you do all day.

#10 – Blue Moon: 143,600+ Facebook Fans
This popular Belgian White from Colorado has a distinct citrus taste (courtesy of Curaccao orange peel) and a distinct branded image (courtesy of its watercolor-inspired advertising.) Appealing to a more sophisticated set, Blue Moon invites Facebook Fans to turn their Facebook Photos into “Blue Moon Art”. Similar to other photo-enhancing programs, Blue Moon’s “Photo Crafter” app gives photos the watercolor treatment. It’s either that – or the “beer goggles effect.” Hard to tell.

#9 – Foster’s: 279,000+ Facebook Fans
Foster’s is celebrating “the Art of Chilling,” inviting Facebook Fans to send their friends a “Chill Head” – a Wall-Post icon representing one of 17 different ways to chill. (Only the Australians could possibly classify so many ways to relax.) There’s Chillhead Boombox, Chillhead Surfer, and Chillhead Burp to name a few. Match them to your friends’ personalities and Foster’s posts them to their Facebook Walls. We looked, but Chillhead Drunk-dial wasn’t one of the choices.

#8 – Stella Artois: 502,000+ Facebook Fans
For a tutorial in cultivating pretension, drop by the Stella Artois Facebook page. You’ll (maybe) be invited to (maybe) join their exclusive online La Societe club. (Maybe). It’s “invitation only” after all. Which means upon entering your email address you get this: “Thanks, we’ve added you to our waiting list.” To get the full charming effect, be sure to read that with a French accent.

#7 – Guinness: 504,000+ Facebook Fans
Of all beer brands on our list, Guinness has the most authentic claim to cashing in on St. Patrick’s Day. So much so, in fact, that it’s flooding its wall with anything and everything St. Patrick’s Day-related. From helping Facebook Fans map out their St. Patrick’s Day route with the Pub Finder app, to fun facts, and even asking fans to partake in helping set the World Record for the Biggest St. Patrick’s Day Party. Over 52,000 Guinness partygoers have already committed to being part of this epic party – and helping consume over 13 million pints of Guinness on March 17th doesn’t sound like it’s too hard to do.

#6 – Corona: 1 million+ Facebook Fans
Corona’s got a new Facebook app called “Beach Break” which is supposed to engage users in online challenges allowing you to earn points which can then be redeemed for Corona bric-a-brac. (Who hasn’t ALWAYS wanted that Corona retractable pen?) Here’s the thing: you better be sober when trying to figure “Beach Break” out because this is the most complicated Facebook app we’ve ever seen – and trust us, we’ve seen them all. Who knew kicking back a cold one on the sand required a degree in programming?

#5 – Coors Light: 1.3 million+ Facebook Fans
For beer drinkers who love to drink but hate the taste of beer – there’s always Coors Light. Unfortunately, just like the taste of their product, the Coors Light Facebook presence lacks some serious flavor. The “Fan Photo of the Week” post is about as original as it gets around here. But hey, 1.2 million Fans are apparently cool with that.

#4 – Budweiser: 1.7 million+ Facebook Fans
Budweiser’s “Birthday Buds” app wants to help you throw your friend his 22nd birthday party. This clever new app searches through your friends list for people who are about to turn twenty-two, then invites you to select the one you want to throw a shindig for. Budweiser then sends that friend a post on their Facebook Wall giving them the chance to claim a $25 prepaid Budweiser card. To which we say: PREPAID BUDWEISER CARDS?! Why have these been kept from us?

#3 – Bud Light: 2.5 million+ Facebook Fans
Bud Light’s Facebook is sports promo central! Like Basketball? Perfect – enter to win a March Madness sweepstakes. Football? No problem – win a trip to the NFL draft. UFC? You got it – enter monthly for a chance to fly to Vegas to see a fight. But don’t assume this crowd is only about counting down to game time. Just click over to the “Bud Light Recipes” tab. That’s right. Bud Light Recipes. Where you’ll find a how-to for Gilled Mah-Mahi Tacos. Don’t forget the “three sprigs of baby arugula.”

#2 – Skol: 3.5 million+ Facebook Fans
Skol might just be the biggest beer you’ve never heard of. But if you’d like to learn all about them from, say, their founding in 1964, just check out their Facebook page. Skol is the first one of our top global brands that’s already embraced the new Facebook Timeline – a feature that will be forced on all brands coming March 30. (And, no, you’re not already drunk. That timeline? Yep, it’s in Portuguese. Skol is Brazil’s biggest beer.)

#1 – Heineken: 6 million+ Facebook Fans
There’s a reason why this family-owned Dutch brewery is far and away the dominant beer brand on Facebook – and it’s only partly about the beer. Decades of savvy marketing have built Heineken into a global behemoth – which is why, of the many enjoyable apps on display at Heineken’s Facebook page, there’s a very simple one that speaks to their truly international scope. “The Sunrise” is an inspired, elegant little app that invites users all over the world to tweet a picture of the sunrise from their corner of the globe. Complete with an interactive map with clickable tags submitted from users across the continents, it encourages users to “celebrate with the world.”

Which is exactly what we’ll be doing this Saturday as we raise a glass to St. Patrick, to Social Media – and, of course, to beer! If you played along to this article, you should’ve taken 31 swigs for every time “Facebook” showed up – wait make that 32 for that last “Facebook.” Now 33.

For more on the performance of beer brands in social media, check out the Beer Zone on Track Social.

When sharing and Retweeting this article, please be sure to include what your #FavoriteBeer is! 

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