Content area
Abstract
The two brands with the highest eValue score are similar in that their social content is very "Canadianized", but in different ways. Molson Canadian, with the top eValue score of 88.46 out of a possible 100, utilizes sports in a big way to attract their target market. Most recently, they leveraged the timing of the hockey playoffs to interact and engage with their followers, which proved as a great tactic as they took top place in two of the three eValue sub-scores, Engagement and Impact. Molson Canadian also created excitement around the playoffs by creating contests and hashtags such as #AnythingForHockey.
"A key insight when looking deeper into the top beer brands and breweries was the fluctuations in eValue scores for the majority of brands over time. This was partly due to the types of social campaigns they were running during this time period and also how the audience engaged and participated with their content. This was true for all of the brands in the ranking, except Molson Canadian, who managed to keep a consistent eValue score throughout this period - proving that their social strategy is 'always on', while the other brands varied significantly based on campaigns, current events, PR activities or even inactivity," said [Bryan Segal].
Engagement Labs' eValue(TM) 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.