II III SURVEY DESIGN MAIN FINDINGS, CONCLUSIONS AND RECOMMENDATIONS SURVEY DETAILED FINDINGS

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1 I SURVEY DESIGN II III MAIN FINDINGS, CONCLUSIONS AND RECOMMENDATIONS SURVEY DETAILED FINDINGS SOCIAL MEDIA PRESENCE & EFFICIENCY POSTS TARGETING CONTENT CATEGORIES VOICE OF CUSTOMERS: SENTIMENT ANALYSIS TRENDS SOCIAL MEDIA EXCLUSIVITY & COMMENTS DELETING ONSPOT MARKET RESEARCH & CONSULTANCY NEW SOLUTIONS. FRESH PERSPECTIVE.

2 AUDIENCE: COMPANIES PAGES FOLLOWERS/ SUBSCRIBERS BY COMPANY & SOCIAL MEDIA (SEPTEMBER 2017). GROWTH RATES VS. END-JUNE ,000 NUMBER OF FOLLOWERS (FB, TW)/ SUBSCRIBERS (YT) 500, ,184 [ +0.6%] 484,886 [ +1.1%] 400, ,662 [ +1.] 300, , , ,200 [ +2.2%] 8,797 [ +10.1%] 31,000 [ +2.6%] 6,940 [ +5.3%] 29,600 [ +0.7%] 6,563 [ +11.1%] Facebook Twitter YouTube ONSPOT MARKET RESEARCH & CONSULTANCY NEW SOLUTIONS. FRESH PERSPECTIVE. 2

3 SOCIAL MEDIA PRESENCE: SOCIAL MEDIA SHARE SHARE OF SOCIAL MEDIA IN TOTAL NUMBER OF POSTS. BY COMPANIES Out of total number of posts companies published on social media, the largest proportion has been published on Facebook, followed by Twitter Brand 2: even stronger focus on Facebook, and prominently below-proportional presence on YouTube Brand 1: proportional presence on all three media; declining focus on Twitter* compared to T (*new trend in T2 2017). Brand 3: over-proportional presence on YouTube* (*continuation & strengthening of trend first observed in T1 2017) Total Facebook Twitter YouTube UNIT: % (SHARE OF POSTS) BASE: TOTAL NUMBER OF POSTS IN MAY - AUGUST PERIOD, N=886 ONSPOT MARKET RESEARCH & CONSULTANCY NEW SOLUTIONS. FRESH PERSPECTIVE. 3

4 SOCIAL MEDIA PRESENCE: SHARE IN NUMBER OF POSTS AND ENGAGEMENT PROPORTION OF POSTS, LIKES AND SHARES HELD BY EACH COMPANY. BY SOCIAL MEDIA. POSTS LIKES SHARES ! Total FB TW YT 10.7 Total FB TW YT Total FB TW YT NUMBER OF POSTS: by continuing positive trend observed in T1 2017, Brand 3 has significantly improved its activity in T in terms of number of posts published, reaching Brand 1 s activity ( continuation & strengthening of trend observed in T1 2017). This positive trend is result of Brand 3 s improving activity on all three media, but especially on YouTube, where Brand 3 has strengthened its position of the most active company first reached in T Despite positive trend, Brand 3 is still less active than both competitors on Facebook and Twitter, where Brand 2 is the leader in terms of activity. LIKES: Brand 1 leads in terms of total proportion of likes on social media, closely followed by Brand 3, while Brand 2 s position has significantly worsened, dropping from first to third position and less than a half of share of likes from T1 2017*, despite the similar share in number of posts published (*new trends in T2 2017). Brand 1 is leading in terms of share of likes on Facebook (new trend in T2 2017) and YouTube, while Brand 3 continues to lead on Twitter. Brand 3 has significantly improved its performance on all three media on this indicator compared to previous period ( continuation of trend observed in T1 2017)! SHARES: Brand 1 is leading company on this indicator, as a result of leadership on Facebook (new trend in T2 2017), while Brand 3 continues to hold the leading position on Twitter. UNIT: % (SHARE OF POSTS, LIKES AND SHARES) BASE: TOTAL NUMBER OF POSTS IN MAY - AUGUST PERIOD, N=886 ONSPOT MARKET RESEARCH & CONSULTANCY NEW SOLUTIONS. FRESH PERSPECTIVE. 4

5 YOUTUBE PRESENCE: COMPANIES SHARES COMPANIES SHARES IN POSTS, VIEWS, LIKES AND DISLIKES ON YOUTUBE In T Brand 3 has become a leader in terms of number of YouTube contents published, surpassing previously leading Brand 1 ( continuation of positive trend observed in T1 2017); Brand 3 continues to be a dominant leader on the market in terms of number of YouTube views. However, despite such a reach and corresponding investments, resulting proportion of likes and dislikes is still prominently less favorable in case of Brand 3 compared to Brand 1: while Brand 1 leads in terms of share in total number of likes, Brand 3 holds the highest proportion of dislikes It is still important to state that, compared to previous period, Brand 3 s performance on YouTube has further significantly improved in terms of dislikes vs likes ratio on this channel ( continuation of positive trend observed in T1 2017); in future, there is a significant room for further improvement where Brand 1 s performance can be treated as a benchmark and an objective Posts Views Likes Dislikes UNIT: % (SHARE OF POSTS, VIEWS, LIKES AND DISLIKES) BASE: TOTAL NUMBER OF YOUTUBE POSTS IN MAY - AUGUST PERIOD, N=142 ONSPOT MARKET RESEARCH & CONSULTANCY NEW SOLUTIONS. FRESH PERSPECTIVE. 5

6 SOCIAL MEDIA EFFICIENCY: POSTS LIKING AND SHARING AVERAGE NUMBER OF LIKES/ SHARES PER POST AVERAGE NUMBER OF LIKES PER POST Total Facebook Twitter YouTube Average In general, same as in the previous period, Brand 3 s posts cause the most positive response getting more than twice the number of likes than Brand 2 s posts on average! On this indicator, Brand 3 s performance against both competitors is especially good on Twitter and Facebook, while Brand 2 s performance is especially poor on Facebook* (*new trend in T2 2017) and Brand 1 s on Twitter. On the other hand, Brand 3 s performance on YouTube on this indicator still has a room for an improvement, while Brand 1 is leading. 30 AVERAGE NUMBER OF SHARES PER POST Total Facebook Twitter YouTube In terms of average number of shares per posts, Brand 3 is a clear winner on Twitter, while Brand 1 has significantly improved its position, becoming leader on Facebook* (*new trend in T2 2017). Average UNIT: AVERAGE NUMBER OFLIKES/ SHARES PER POST BASE: TOTAL NUMBER OF POSTS IN MAY - AUGUST PERIOD, N=886 ONSPOT MARKET RESEARCH & CONSULTANCY NEW SOLUTIONS. FRESH PERSPECTIVE. 6

7 LEADING SOCIAL MEDIA POSTS IN TERMS OF NUMBER OF LIKES [ABS.] SOCIAL MEDIA EFFICIENCY: LEADING POSTS 8 LEADING SOCIAL MEDIA POSTS IN TERMS OF NUMBER OF LIKES. COMPANY POST CONTENT CATEGORY LIKES LINK Brand 2 Brand 2 Aenean pulvinar nibh ut egestas sollicitudin. Integer in orci nec mauris faucibus sollicitudin quis nec magna. Aliquam porttitor suscipit felis, ac mattis enim condimentum vitae. Nulla tortor nunc, interdum in dui sed, viverra efficitur urna. Sed eget urna et erat fringilla facilisis. Nunc nec urna eu quam scelerisque tincidunt. Event 5,513 Event 4,718 Brand 3 Duis eget eros tincidunt, pharetra ligula et, tempor arcu. Suspendisse potenti. Cras efficitur massa in orci rhoncus cursus. Prize winning game 4,230 Brand 1 Brand 3 Brand 1 Brand 3 Brand 3 Maecenas sit amet risus blandit, tristique tellus eu, dapibus augue. Duis accumsan ligula varius urna commodo, eget convallis odio laoreet. Nullam tristique turpis iaculis tincidunt vulputate. Sed vel dolor euismod, commodo eros a, tempor enim. Aenean justo lectus, dapibus et est quis, tincidunt faucibus quam. Morbi cursus porta aliquet. Aenean ac metus ac tellus malesuada lobortis. Phasellus leo nisl, malesuada non tincidunt in, posuere eu mauris. Nam dapibus diam vitae libero suscipit, non rhoncus sem ultrices. Suspendisse porta faucibus aliquam. Ut pretium nec magna bibendum malesuada. Suspendisse eleifend velit eget ante ultricies blandit. Pellentesque facilisis sodales feugiat. Donec quis orci at lacus dapibus vehicula. Donec ut scelerisque odio. Curabitur nec pretium ipsum, in sagittis nisl. Nulla facilisi. Vivamus in pellentesque turpis. General Comment 4,059 Event 3,568 Content Category 3 3,061 Prize winning game 2,994 Content Category 4 2,967 Out of 8 leading posts in terms of number of likes, 4 are Brand 3 s, 2 are Brand 1 s and 2 are Brand 2 s. All these posts have been published on Facebook. Two Brand 2 s posts are holding the largest number of likes, and both are related to History Repeating TV series. Out of 4 Brand 3 s most liked posts, 2 are from Prize winning game category. ONSPOT MARKET RESEARCH & CONSULTANCY NEW SOLUTIONS. FRESH PERSPECTIVE. 7

8 YOUTUBE EFFICIENCY: POSTS VIEWS, LIKES AND DISLIKES AVERAGE NUMBER OF VIEWS/ LIKES/ DISLIKES PER POST 50 AVERAGE NUMBER OF VIEWS, LIKES AND DISLIKES PER POST Views (1K) Likes Dislikes 2 Despite having by far the largest number of views per YouTube post on average, in terms of average number of likes and dislikes Brand 3 is underperforming Brand 1 posts. There is a significant room for improving conversion of Brand 3 s YT posts from views to likes with 6 times smaller reach, Brand 1 is still generating larger number of likes per post than Brand 3. Average UNIT: AVERAGE NUMBER OF VIEWS/ LIKES/ DISLIKES PER POST BASE: TOTAL NUMBER OF YOUTUBE POSTS IN MAY - AUGUST PERIOD, N=142 ONSPOT MARKET RESEARCH & CONSULTANCY NEW SOLUTIONS. FRESH PERSPECTIVE. 8

9 LEADING YOUTUBE POSTS IN TERMS OF NUMBER OF VIEWS [ABS.] YOUTUBE EFFICIENCY: LEADING POSTS 8 LEADING YOUTUBE VIDEOS IN TERMS OF NUMBER OF VIEWS AND LIKES. COMPANY POST TITLE VIEWS LIKES DISLIKES LINK Brand 3 In molestie ac erat nec lacinia. Maecenas at egestas felis. 495, Brand 3 Aliquam vel aliquam magna, vitae viverra est. 322, Brand 3 Donec tempus, massa vel mollis laoreet, leo nisi porttitor eros. 312, Brand 3 Pellentesque convallis lectus in scelerisque pulvinar. 248, Brand 3 Pellentesque suscipit ex non cursus vestibulum. 138, Brand 3 Cras facilisis nibh eu tortor iaculis tincidunt. 121, Brand 3 Nulla egestas sodales varius. 111, Brand 3 Nam finibus tellus mi, eu eleifend est ornare non. 87, LEADING YOUTUBE POSTS IN TERMS OF NUMBER OF LIKES [ABS.] COMPANY POST TITLE VIEWS LIKES DISLIKES LINK Brand 1 Nam sit amet est tristique, vulputate ligula vel, congue mauris. 16, Brand 1 Fusce in lacus arcu. Praesent luctus vel est ac suscipit. 10, Brand 1 Sed nulla ante, convallis vitae justo vitae. 12, Brand 2 Integer porttitor purus tempor sem luctus ornare. 11, Brand 1 Pellentesque habitant morbi tristique senectus. 14, Brand 3 Mauris porttitor, nisl vel porttitor tempor. 312, Brand 1 Etiam vitae enim sit amet risus tempor ullamcorper. 4, Brand 1 Ut et tortor tincidunt, vestibulum neque non, lacinia felis. 3, Out of 8 leading videos in terms of number of views in covered period, all 8 are Brand 3 s! However, it is noticeable that these posts still suffer of low proportion of likes (0.01% on average - declining performance from 0.02% in previous period, new trend in T2 2017) and still significantly less favorable likes-to-dislikes ratio (1:0.3) compared to Brand 1 s posts ( stopped trend of improving started in T1 2017). Brand 1 is a leading company in terms of number of posts with the largest number of likes (top 3, as well as 6 out of leading 8). These posts have quite good proportion of likes vs. views (1.3% on average), and more favorable likes-to-dislikes ratio (1:0.03) compared to Brand 3. ONSPOT MARKET RESEARCH & CONSULTANCY NEW SOLUTIONS. FRESH PERSPECTIVE. 9