Sponsors ramped up their social media activity in the run up to Daytona 500 and continued posting content after the race had concluded. This report takes a look at how major sponsors like Dow, M&Ms, Farmers Insurance and more took advantage of their association with the event to drive engagement and brand awareness.

1. Social Media Benchmarking and
Competitive Intelligence on
Daytona 500
FEBRUARY 1-27 2014

2. About Unmetric
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on over 17,000 brands across 30 sectors …
so you know who is outsocializing who. And how.
We understand that while companies have always needed competitive
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landscape gives marketers the potential to study their campaign spends,
activity and decide on future spends much more rationally than ever
before.
Unmetric works with leading brands and agencies to help them establish
benchmarks for their social media activities. The Unmetric SaaS platform
creates more efficient social media teams and drives down costs by
providing deep qualitative and quantitative data in an intuitive, easy-touse online platform.
We Analyze Data
From:

3. Analysis of Brands on
FACEBOOK

4. Notable Metrics on Facebook
FEBRUARY 1-27 2014
Brand Name
Total Fans
Fan Growth
Conversation
(% of fans)
Engagement
Fan Posts
Admin Posts
Responses
(mins)
M&M's U.S.A
10,246,854
0.36%
0.67%
331
364
35
1,032
Budweiser (United
States)
5,004,340
0.7%
11.13%
780
663
47
1,323
Lowe's Home
Improvement
2,792,449
0.59%
1.14%
579
362
28
106
Farmers Insurance
2,247,964
-0.1%
0.09%
75
128
43
568
FedEx
856,633
3.15%
2.76%
606
1839
25
570
GEICO
350,352
2.23%
0.96%
111
425
26
1,021
The Dow Chemical
Company
72,062
0.65%
1.09%
139
68
56
0
3M
26,856
3.07%
1.68%
407
0
13
-
Nationwide
51,001
2.93%
1.81%
531
127
29
256

5. Most Engaging Posts
FEBRUARY 1-27 2014
FedEx
The three most engaging posts around Daytona 500 & NASCAR,
were from Fedex, Nationwide and 3M.
3M
Nationwide

6. 3M – 3M Mobile Innovation Center
3M’s post around their new mobile innovation center, during the course of the NASCAR season, was their most engaging post in February.
They experienced a small spike in people talking about after this post.

7. FedEx – License To Win Sweepstakes
FedEx ran a ‘License to Win’ contest in the month of February, which was one of their most engaging posts of the month, with an
engagement score of 999.

8. FedEx – FedEx11
FedEx received an engagement score of 420 for their #FedEx11 campaign in February.

9. M&Ms USA – Content Strategy
M&M’s USA saw good engagement with their “General Content” but great engagement with their sports related posts.

10. Budweiser Racing – App Analytics
Budweiser Racing averaged a Monthly Active User (MAU) count of 41, lower than the Beverages – Alcohol sector average of 44 and a Daily Active User
(DAU) count of 1, which is also the industry average.

11. Analysis of Brands on
TWITTER

12. Notable Metrics & Brands on Twitter
FEBRUARY 1-27 2014
Brand Name
Total Followers
Followers Growth
Number of Tweets
Engagement
Mentions Count
@FedEx
167,238
2.46%
485
65
18,306
@Lowes
134,183
4.09%
803
100
5,751
@Budweiser
51,829
20.11%
150
1,000
6,860
@Nationwide
26,965
10.61%
749
731
1,911
@GEICO
24,773
6.91%
29
144
4,699
@3MNews
23,607
2.6%
57
67
253
@DowChemical
21,188
3.37%
269
120
1,517
@WeAreFarmers
20,786
2.19%
145
261
335
@mmsyellow
15,561
11.25%
108
607
416

13. M&Ms – Hashtag Analytics
@mmsyellow tweeted around #daytona500 and #nascar in February and also received great engagement for these tweets.
Tweets with #raindelay performed incredibly well with an average engagement score of 998.

14. Dow Chemical – #Daytona500
In February, Dow tweeted mostly proactive content, a lot of it revolving around #Sochi2014. With that in mind, it’s interesting to
note that tweets containing #Daytona500 engaged best for the brand.
On an average, Dow had 10 tweets a day, most
of which were proactive.

15. Farmers Insurance - #Win2014ChevySS
Farmers Insurance ran a #Win2014ChevySS in partnership with
Kasey Kahne.
Tweets with #Daytona500 scored an average engagement score of
805, making it the best performing hashtag of the month.

16. FedEx – #FedEx11chat #nascar
FedEx tweeted most around #iwantone and the users tweeted often around #fedexgrant. Yet tweets around
#nascar were the most engaging for the brand, with an engagement score of 379
Tweets around #FedEx11Chat also
engaged well for the brand.

17. Comparative Hashtag Analytics
In February 2014, on average, tweets with #Daytona500 performed better than tweets containing #Nascar.
#Nascar
Yellow
M&Ms
349
Na?onwide
0
FedEx
379
Farmers
Insurance
#Daytona500
0
Dow
Chemical
151
0
50
100
150
200
Engagement
Score
250
300
350
400
704
Yellow
M&Ms
93
Na?onwide
805
Farmers
Insurance
Dow
Chemical
319
0
100
200
300
400
Engagement
500
600
700
800
900

18. APPENDIX

19. Engagement Score
Engagement is the measure of audience responses to a brand's content and activity on a social network.
To calculate the engagement score, we weigh audience interactions on brand content such as Likes, Comments, Shares or Favorites, Replies and Retweets based on their importance.
We then divide their weighted sum by our estimate of the number of brand fans and followers who actively receive and view such content.
Formula
Facebook Engagement Score Formula
( No. of Likes + x × No. of Comments + y × No. of Shares ) × 10000
____________________________________________________________
Audience Reception Rate
Twitter Engagement Score Formula
( No. of Favorites + x × No. of Replies + y × No. of Retweets ) × 10000
____________________________________________________________
Audience Reception Rate
Linkedin Engagement Score Formula
( No. of Likes + x × No. of Comments ) × 10000
____________________________________________________________
Audience Reception Rate
The default Unmetric values for x and y are 5 and 10 respectively.
Audience Reception Rate
The Audience Reception Rate (ARR) is the Unmetric estimate of the number of brand fans/followers who stand to actively receive and view a brand's content.
The formula you see below calculates the Audience Reception Rate as a function of the number of brand fans/followers raised to a fixed power value of 0.8.
Audience Reception Rate = (Fans or Followers) 0.8

20. THANK YOU
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