{"id":380,"date":"2012-05-16T17:22:15","date_gmt":"2012-05-17T00:22:15","guid":{"rendered":"http:\/\/www.goodbed.com\/mattress-blog\/?p=380"},"modified":"2012-05-31T09:45:07","modified_gmt":"2012-05-31T16:45:07","slug":"how-are-mattress-companies-doing-on-facebook-and-twitter","status":"publish","type":"post","link":"https:\/\/www.goodbed.com\/insights\/how-are-mattress-companies-doing-on-facebook-and-twitter\/","title":{"rendered":"How are mattress companies doing on Facebook and Twitter?"},"content":{"rendered":"<div id=\"tweetbutton380\" class=\"tw_button\" style=\"float:right;margin-left:10px;\"><a href=\"http:\/\/twitter.com\/share?url=https%3A%2F%2Fwww.goodbed.com%2Finsights%2Fhow-are-mattress-companies-doing-on-facebook-and-twitter%2F&amp;via=goodbed&amp;text=How%20are%20mattress%20companies%20doing%20on%20Facebook%20and%20Twitter%3F%20-%20The%20GoodBed%20Blog&amp;related=goodbed:GoodBed+-+The+trusted+guide+for+smart+mattress+buyers&amp;lang=en&amp;count=vertical&amp;counturl=https%3A%2F%2Fwww.goodbed.com%2Finsights%2Fhow-are-mattress-companies-doing-on-facebook-and-twitter%2F\" class=\"twitter-share-button\"  style=\"width:55px;height:22px;background:transparent url('https:\/\/www.goodbed.com\/insights\/wp-content\/plugins\/wp-tweet-button\/tweetn.png') no-repeat  0 0;text-align:left;text-indent:-9999px;display:block;\">Tweet<\/a><\/div><p>With all the talk about the role of social media in marketing these days, many brands are turning to Facebook and Twitter in an effort to connect with today&#8217;s consumers.\u00a0 Adding further fuel to this trend, there seems to be no shortage of experts proclaiming Facebook and Twitter &#8220;must-use&#8221; marketing tools for businesses.<\/p>\n<p>So, we thought it would be useful to take a closer look at our unique corner of the world, to see how mattress companies in particular are using these platforms and what successes are being achieved.\u00a0 What is the role of social media in the mattress industry?\u00a0 And what goals should mattress companies be prioritizing with this emerging media channel?<\/p>\n<p><strong>Warning<\/strong>: This is a lengthy (and rather wonky!) post, so if you&#8217;d prefer to skip the gory details and go straight for the key take-away&#8217;s, just scroll down to the Analysis and\/or Conclusion sections toward the bottom!<\/p>\n<p>&nbsp;<\/p>\n<p><strong><span style=\"text-decoration: underline;\">A High-Level View<\/span><br \/>\n<\/strong><\/p>\n<p>As a starting point, we focused our research on our industry&#8217;s 5 largest mattress manufacturers and 5 largest specialty retailers.\u00a0 This gave us a more manageable scope, and the success of this group seems like a useful leading indicator, since these are generally the mattress brands investing the most money and effort in Facebook and Twitter.<\/p>\n<p>We started by looking at how these companies have been doing in collecting social media fans. Mind you, we know full well that measuring business success based on the number of\u00a0Facebook &#8220;Likes&#8221; or Twitter &#8220;Followers&#8221; is no more accurate than measuring someone&#8217;s professional success by the number of phone numbers they keep in their contact list.\u00a0 But since so many social media campaigns have the express goal of driving Likes and Followers (eg, promotions or contests that you can enter by Liking or Following that company), we thought it would be an interesting metric nonetheless.<\/p>\n<p>Here is what we found:<\/p>\n<p><strong>Manufacturers<\/strong><\/p>\n<ul>\n<li>Manufacturer A &#8212; 258K Likes, 0 Followers* (not using Twitter)<\/li>\n<li>Manufacturer B&#8211; 69K Likes, 5K Followers<\/li>\n<li>Manufacturer C &#8212; 42K Likes, 5K Followers<\/li>\n<li>Manufacturer D &#8212; 42K Likes, &lt;1K Followers<\/li>\n<li>Manufacturer E &#8212; 3K Likes, 3K Followers<\/li>\n<\/ul>\n<p>Total &#8212; 415K Likes, 14K Followers<\/p>\n<p><strong>Retailers<\/strong><\/p>\n<ul>\n<li>Retailer A &#8212; 6K Likes, 1K Followers<\/li>\n<li>Retailer B &#8212; 4K Likes, 1K Followers<\/li>\n<li>Retailer C &#8212; 4K Likes, 2K Followers<\/li>\n<li>Retailer D &#8212; 1K Likes, 8K Followers<\/li>\n<li>Retailer E &#8212; 2K Likes, 1K Followers<\/li>\n<\/ul>\n<p>Total &#8211; 17K Likes, 13K Followers<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"text-decoration: underline;\"><strong>A Deeper Dive on Facebook Engagement<br \/>\n<\/strong><\/span><\/p>\n<p>Next, since social media marketing is supposed to be all about &#8220;engagement,&#8221; we thought we&#8217;d take a deeper look at how much consumer engagement is being generated by these Facebook efforts.\u00a0 To evaluate this, we used the statistics that Facebook provides for &#8220;People Talking About This&#8221; &#8212; which provide a total of <a href=\"http:\/\/searchengineland.com\/demystifying-facebooks-people-are-talking-about-this-metric-96104\">any and all interactions<\/a> that Facebook users have with this company through Facebook in the past week.\u00a0 We borrowed our methodology from a recent study conducted by the\u00a0<a title=\"Ehrenberg-Bass Institute\" href=\"http:\/\/www.marketingscience.info\/\">Ehrenberg-Bass Institute<\/a>, an independent research group.\u00a0 Accordingly, we then separated out &#8220;New Likes&#8221; &#8212; which are included in the &#8220;People Talking About&#8221; number &#8212; to get a sense for how much existing fans actually engage with the company after the initial &#8220;Like.&#8221;<\/p>\n<table width=\"523\" border=\"0\" cellspacing=\"0\" cellpadding=\"0\">\n<colgroup>\n<col width=\"101\" \/>\n<col width=\"86\" \/>\n<col span=\"2\" width=\"76\" \/>\n<col span=\"2\" width=\"92\" \/> <\/colgroup>\n<tbody>\n<tr>\n<td width=\"101\" height=\"60\"><\/td>\n<td width=\"86\"># Likes<\/td>\n<td width=\"76\">People Talking About<\/td>\n<td width=\"76\">New Likes<\/td>\n<td width=\"92\">Engagement<\/td>\n<td width=\"92\">Weekly Engagement (%)<\/td>\n<\/tr>\n<tr>\n<td height=\"20\">Manufacturer A<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 258,095<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 1,821<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 1,583<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 238<\/td>\n<td align=\"right\">0.1%<\/td>\n<\/tr>\n<tr>\n<td height=\"20\">Manufacturer B<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 68,669<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 1,012<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 634<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 378<\/td>\n<td align=\"right\">0.6%<\/td>\n<\/tr>\n<tr>\n<td height=\"20\">Manufacturer C<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 42,498<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 1,005<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 800<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 205<\/td>\n<td align=\"right\">0.5%<\/td>\n<\/tr>\n<tr>\n<td height=\"20\">Manufacturer D<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 42,258<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 477<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 100<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 377<\/td>\n<td align=\"right\">0.9%<\/td>\n<\/tr>\n<tr>\n<td height=\"23\">Manufacturer E<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3,109<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 38<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 7<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 31<\/td>\n<td align=\"right\">1.0%<\/td>\n<\/tr>\n<tr>\n<td height=\"20\">\u00a0\u00a0 Mfr Sub-Total<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 414,629<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4,353<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3,124<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 1,229<\/td>\n<td align=\"right\">0.3%<\/td>\n<\/tr>\n<tr>\n<td height=\"20\"><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td height=\"20\">Retailer A<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 6,197<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 44<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 14<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 30<\/td>\n<td align=\"right\">0.5%<\/td>\n<\/tr>\n<tr>\n<td height=\"20\">Retailer B<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4,435<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 108<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 106<\/td>\n<td align=\"right\">2.4%<\/td>\n<\/tr>\n<tr>\n<td height=\"20\">Retailer C<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3,521<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 11<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 &#8211;<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 11<\/td>\n<td align=\"right\">0.3%<\/td>\n<\/tr>\n<tr>\n<td height=\"20\">Retailer D<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 1,306<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 7<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 &#8211;<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 7<\/td>\n<td align=\"right\">0.5%<\/td>\n<\/tr>\n<tr>\n<td height=\"23\">Retailer E<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 1,883<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 28<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 &#8211;<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 28<\/td>\n<td align=\"right\">1.5%<\/td>\n<\/tr>\n<tr>\n<td height=\"20\">\u00a0\u00a0 Rtlr Sub-Total<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 17,342<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 198<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 16<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 182<\/td>\n<td align=\"right\">1.0%<\/td>\n<\/tr>\n<tr>\n<td height=\"20\"><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td height=\"20\">Grand Total<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 431,971<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4,551<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3,140<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 1,411<\/td>\n<td align=\"right\">0.3%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p><strong><span style=\"text-decoration: underline;\">A Deeper Dive on Twitter Engagement<\/span><br \/>\n<\/strong><\/p>\n<p>While we were at it, we decided to take a look at Twitter engagement as well.\u00a0 To estimate this, we used stats on the number of @mentions of each brand over the past 30 days (as provided by <a href=\"http:\/\/topsy.com\">Topsy<\/a>) to get a sense for the frequency with which people are talking about that brand on Twitter.\u00a0 Comparing this with the number of Followers they have gives us a (rough, and probably overstated) approximation of how engaged these Followers are.<\/p>\n<p>Note that these @mentions do not necessarily represent unique users (ie, the same user may be responsible for more than one mention of a given brand).\u00a0 Thus, relative to the Facebook engagement statistics (which are based on unique users), the Twitter statistics will tend to appear misleadingly larger.\u00a0 So, in an effort to make a more apples-to-apples comparison with Facebook, we assumed that each &#8220;mentioner&#8221; mentioned that brand 2 times in the past 30 days.<\/p>\n<table width=\"510\" border=\"0\" cellspacing=\"0\" cellpadding=\"0\">\n<colgroup>\n<col width=\"110\" \/>\n<col width=\"86\" \/>\n<col span=\"3\" width=\"74\" \/>\n<col width=\"92\" \/> <\/colgroup>\n<tbody>\n<tr>\n<td width=\"110\" height=\"60\"><\/td>\n<td width=\"86\"># Followers<\/td>\n<td width=\"74\"># Replies<br \/>\n(30 days)<\/td>\n<td width=\"74\"># Replies<br \/>\n(7 day avg)<\/td>\n<td width=\"74\"># Replies \/ User<br \/>\n(7 day avg)<\/td>\n<td width=\"92\">Weekly Engagement (%)<\/td>\n<\/tr>\n<tr>\n<td height=\"20\">Manufacturer A<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 &#8211;<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 &#8211;<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 &#8211;<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 &#8211;<\/td>\n<td align=\"center\">#DIV\/0!<\/td>\n<\/tr>\n<tr>\n<td height=\"20\">Manufacturer B<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5,253<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 672<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 157<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 78<\/td>\n<td align=\"right\">1.5%<\/td>\n<\/tr>\n<tr>\n<td height=\"20\">Manufacturer C<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5,334<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 261<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 61<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 30<\/td>\n<td align=\"right\">0.6%<\/td>\n<\/tr>\n<tr>\n<td height=\"20\">Manufacturer D<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 679<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 88<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 21<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 10<\/td>\n<td align=\"right\">1.5%<\/td>\n<\/tr>\n<tr>\n<td height=\"23\">Manufacturer E<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3,222<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 21<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2<\/td>\n<td align=\"right\">0.1%<\/td>\n<\/tr>\n<tr>\n<td height=\"20\">\u00a0\u00a0 Mfr Sub-Total<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 14,488<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 1,042<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 243<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 122<\/td>\n<td align=\"right\">0.8%<\/td>\n<\/tr>\n<tr>\n<td height=\"20\"><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td height=\"20\">Retailer A<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 1,419<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 125<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 29<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 15<\/td>\n<td align=\"right\">1.0%<\/td>\n<\/tr>\n<tr>\n<td height=\"20\">Retailer B<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 641<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 80<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 19<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 9<\/td>\n<td align=\"right\">1.5%<\/td>\n<\/tr>\n<tr>\n<td height=\"20\">Retailer C<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2,412<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 62<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 14<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 7<\/td>\n<td align=\"right\">0.3%<\/td>\n<\/tr>\n<tr>\n<td height=\"20\">Retailer D<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 7,917<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 38<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 9<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4<\/td>\n<td align=\"right\">0.1%<\/td>\n<\/tr>\n<tr>\n<td height=\"23\">Retailer E<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 1,084<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 32<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 7<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4<\/td>\n<td align=\"right\">0.3%<\/td>\n<\/tr>\n<tr>\n<td height=\"20\">\u00a0\u00a0 Rtlr Sub-Total<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 13,473<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 337<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 79<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 39<\/td>\n<td align=\"right\">0.3%<\/td>\n<\/tr>\n<tr>\n<td height=\"20\"><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td height=\"20\">Grand Total<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 27,961<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 1,379<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 322<\/td>\n<td>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 161<\/td>\n<td align=\"right\">0.6%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p><span style=\"text-decoration: underline;\"><strong><strong>Analysis<\/strong><br \/>\n<\/strong><\/span><\/p>\n<p>So, what can we learn from all these numbers?\u00a0 Let&#8217;s try to add some useful context as to how these numbers stack up, before we summarize our conclusions.<\/p>\n<p><strong>Reach<\/strong><\/p>\n<p>Getting consumers to spread the word about things that may be of acute interest to other consumers &#8212; such as special promotions and events &#8212; turns out to be by far the best way for most mattress companies to use Facebook and Twitter.\u00a0 As any marketer knows, reach is a numbers game, so let&#8217;s take a closer look at some of the social media numbers in the mattress industry.<strong><\/strong><\/p>\n<p style=\"padding-left: 30px;\"><strong>Overall:<\/strong> In aggregate, the 10 largest mattress brands have accumulated a total of <span style=\"text-decoration: underline;\">432K Facebook Likes and 28K Twitter Followers<\/span> to-date.\u00a0 Facebook Likes are highly concentrated, with about 60% of the Likes coming from Manufacturer A, while Twitter Followers are more evenly distributed.\u00a0 It is very difficult to put industry-level social media numbers in context, but to get a sense for the size of the overall customer base, one can consider that there are probably about <a href=\"http:\/\/www.cpsc.gov\/businfo\/frnotices\/fr05\/openflame.html\">200-250 million mattresses<\/a> currently in use in the US, of which roughly 75% were likely made and\/or sold by one of these companies.<strong><\/strong><\/p>\n<p style=\"padding-left: 30px;\"><strong>Manufacturers: <\/strong>The 5 largest mattress manufacturers have an average of ~<span style=\"text-decoration: underline;\">80,000 Facebook Likes<\/span>.\u00a0 By comparison, the <a href=\"http:\/\/en.wikipedia.org\/wiki\/List_of_companies_by_revenue#List_of_companies_by_revenue\">world&#8217;s largest company<\/a> by revenue &#8212; Exxon Mobil &#8212; has only <a href=\"https:\/\/www.facebook.com\/pages\/ExxonMobil-Corporation\/106482789388425\">8,000 Facebook Likes<\/a>.\u00a0 On the other hand, successful companies in other industries have been able to amass upwards of <a href=\"http:\/\/247wallst.com\/2011\/10\/10\/the-most-popular-companies-on-facebook\/3\/\">10,000,000 Facebook Likes<\/a>.<strong><\/strong><\/p>\n<p style=\"padding-left: 30px;\"><strong>Retailers: <\/strong>The 5 largest mattress specialty retailers have an average of ~<span style=\"text-decoration: underline;\">3,000 Facebook Likes<\/span>.\u00a0 Each of these companies has total annual sales that approach or exceed $100 million, putting them amongst <a href=\"http:\/\/www.census.gov\/econ\/smallbus.html\">the largest 25,000 companies in the US<\/a>.\u00a0 So does that mean they are also among the largest 25,000 companies on Facebook?\u00a0 Probably not.\u00a0 It turns out there are over <a href=\"http:\/\/www.socialmedia-live.com\/en\/methodology\">1,800,000 Facebook brand pages in the world that have more than 1,000 Likes<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Engagement<\/strong><\/p>\n<p>Much of the buzz around social media comes from the potential to &#8220;engage&#8221; our customers and prospects in a meaningful way.\u00a0 However, this is much easier said than done, especially for companies in the mattress industry, most of whom have never been known for high levels of customer engagement.\u00a0 Here&#8217;s what we found in terms of the success that mattress companies are having in engaging consumers using Facebook and Twitter:<strong><\/strong><\/p>\n<p style=\"padding-left: 30px;\"><strong>Facebook engagement: <\/strong>On average, <em>only 0.3% of mattress company Facebook Fans engage with that brand or its posts in a given week<\/em>.\u00a0 While this probably seems very low, the bad news is that the real level of <em>consumer<\/em> engagement is probably even smaller, since this number includes disproportionately high engagement from employees, vendors, dealers, suppliers, and the like.<\/p>\n<p style=\"padding-left: 30px;\">The good news is that<em> most companies outside the mattress industry aren&#8217;t realizing sustained consumer engagement on Facebook either<\/em> &#8212; it turns out that the <a href=\"http:\/\/adage.com\/article\/digital\/study-1-facebook-fans-engage-brands\/232351\/\">average weekly engagement for <em>all<\/em> Facebook brand pages is only 0.45%<\/a> and <a href=\"http:\/\/mashable.com\/2012\/05\/15\/facebook-brands-global\/\">even the best brands on Facebook only have an engagement rate of 0.03% for any given post<\/a> (that means that for every 10,000 fans, each post results in only 3 likes, comments or shares).\u00a0 This could be partly due to the fact that <a href=\"http:\/\/blogs.hbr.org\/cs\/2012\/05\/three_myths_about_customer_eng.html\">4 out of 5 consumers simply don&#8217;t want to have a &#8220;relationship&#8221; with <em>any<\/em> brand<\/a>, other than to get discounts from that brand.<em><\/em><\/p>\n<p style=\"padding-left: 30px;\"><em>Bottom line: consumers are on Facebook first and foremost to engage with their real-life friends, so even when they &#8220;Like&#8221; us, they are unlikely to engage with us.\u00a0 In fact, <a href=\"http:\/\/allfacebook.com\/shocker-3-to-7-5-of-fans-see-your-pages-posts_b45311\">only ~3-7% of a brand&#8217;s Fans even see that brand&#8217;s posts<\/a>.<\/em><strong><\/strong><\/p>\n<p style=\"padding-left: 30px;\"><strong>Twitter engagement: <\/strong>On average, 0.6% of mattress company Twitter Followers engage with that brand or its posts in a given week.\u00a0 In some ways, it is not surprising that this number would be slightly higher than Facebook, especially when one considers the more &#8220;broadcast&#8221; nature of Twitter relative to Facebook.\u00a0 People are not following us on Twitter to see pictures of our kids &#8212; they follow us because they WANT us to forward them things we think are interesting, and for the same reason they are more likely to forward our things to others.<strong><\/strong><\/p>\n<p style=\"padding-left: 30px;\"><strong>What happens to engagement as we get more fans:\u00a0 <\/strong>The more Likes we have, the less engagement we get.\u00a0 This <a href=\"http:\/\/www.insidefacebook.com\/2011\/06\/22\/unique-page-views\/\">inverse relationship<\/a> has been found true across all industries on Facebook.\u00a0 In the mattress industry, our limited data bears this out as well, seeing that the manufacturer with the highest number of Likes (Manufacturer A) also has the lowest engagement %, while the manufacturer with the lowest amount of Likes (Manufacturer E) has the highest engagement %.\u00a0 Of course, Likes can be\u00a0 accumulated in a lot of different ways, which means that not all Likes are created equally &#8212; especially when they have been obtained in large numbers.<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"text-decoration: underline;\"><strong>Conclusion<\/strong><\/span><\/p>\n<p>The real take-away here is that <em><strong>the way mattress companies truly stand to benefit from social media is as a &#8220;reach and awareness&#8221; medium, NOT as an &#8220;engagement and conversion&#8221; medium<\/strong><\/em>.\u00a0 The &#8220;engagement&#8221; that is happening on social media involves only a tiny portion of any given brand&#8217;s followers.\u00a0 One can certainly hope that this tiny group of fans can and will have a huge impact &#8212; but their impact will be measured in the number of other consumers they reach on our behalf, NOT in the number of fans that we convert into actual customers.<\/p>\n<p>As for how the mattress industry is doing in generating reach and awareness through Facebook and Twitter, it would be fair to say that we are doing about as well as could be expected &#8212; maybe even better.\u00a0 Of course, this is another way of saying that we should temper our expectations from Facebook and Twitter in the first place.\u00a0 The key to getting &#8220;reach&#8221; via social media is in compelling consumers to share our message with other consumers, which is a tall order for companies that historically have only engaged with consumers once every 10 years.\u00a0 However, there is now clear proof that some consumers <em>are<\/em> willing to engage with mattress companies, at least to some degree.<\/p>\n<p>The question that remains for mattress companies using social media is how cost-effective it will ultimately prove to be <em>for the mattress industry<\/em>, relative to other available tools for building awareness amongst consumers.\u00a0 While it is tempting to think of social media as &#8220;free,&#8221; this would ignore the very real resources that are required to design, promote and manage a successful social media presence.\u00a0 For industries that have naturally high levels of consumer engagement, the economics of social media are likely to be compelling relative to other alternatives.\u00a0 But for the mattress industry, the jury is still out.<\/p>\n<p>&nbsp;<\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<div id=\"tweetbutton380\" class=\"tw_button\" style=\"float:right;margin-left:10px;\"><a href=\"http:\/\/twitter.com\/share?url=https%3A%2F%2Fwww.goodbed.com%2Finsights%2Fhow-are-mattress-companies-doing-on-facebook-and-twitter%2F&amp;via=goodbed&amp;text=How%20are%20mattress%20companies%20doing%20on%20Facebook%20and%20Twitter%3F%20-%20The%20GoodBed%20Blog&amp;related=goodbed:GoodBed+-+The+trusted+guide+for+smart+mattress+buyers&amp;lang=en&amp;count=vertical&amp;counturl=https%3A%2F%2Fwww.goodbed.com%2Finsights%2Fhow-are-mattress-companies-doing-on-facebook-and-twitter%2F\" class=\"twitter-share-button\"  style=\"width:55px;height:22px;background:transparent url('https:\/\/www.goodbed.com\/insights\/wp-content\/plugins\/wp-tweet-button\/tweetn.png') no-repeat  0 0;text-align:left;text-indent:-9999px;display:block;\">Tweet<\/a><\/div><p>TweetWith all the talk about the role of social media in marketing these days, many brands are turning to Facebook and Twitter in an effort to connect with today&#8217;s consumers.\u00a0 Adding further fuel to this trend, there seems to be no shortage of experts proclaiming Facebook and Twitter &#8220;must-use&#8221; marketing tools for businesses. So, we [&hellip;]<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[4],"tags":[34],"class_list":["post-380","post","type-post","status-publish","format-standard","hentry","category-mattress-industry","tag-social-media"],"_links":{"self":[{"href":"https:\/\/www.goodbed.com\/insights\/wp-json\/wp\/v2\/posts\/380","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.goodbed.com\/insights\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.goodbed.com\/insights\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.goodbed.com\/insights\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.goodbed.com\/insights\/wp-json\/wp\/v2\/comments?post=380"}],"version-history":[{"count":70,"href":"https:\/\/www.goodbed.com\/insights\/wp-json\/wp\/v2\/posts\/380\/revisions"}],"predecessor-version":[{"id":467,"href":"https:\/\/www.goodbed.com\/insights\/wp-json\/wp\/v2\/posts\/380\/revisions\/467"}],"wp:attachment":[{"href":"https:\/\/www.goodbed.com\/insights\/wp-json\/wp\/v2\/media?parent=380"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.goodbed.com\/insights\/wp-json\/wp\/v2\/categories?post=380"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.goodbed.com\/insights\/wp-json\/wp\/v2\/tags?post=380"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}