The financial services industry is incredibly competitive, especially when it comes to the insurance sector. With so many companies to choose from, top insurance providers like MetLife and Aflac are in constant competition to stay top-of-mind for consumers. We could compare these industry leaders on individual insurance offerings, but as a social media analytics platform, the uberVU via Hootsuite team is much more interested in which brand is earning the most buzz in social. Which is why we’ve set MetLife against Aflac in this week’s Social Media Face Off.
In order to compare the brands in social media, we set up search streams for each in the uberVU via Hootsuite platform, making sure to include variations in spelling (i.e. “metlife” or “met life”). We’ve compared the results from a two-week window (July 6 to July 20) to determine our winner.
Let’s find out which insurance brand is best in social.
Round One: Mentions
Mentions show the size of a social conversation around a specific search term or phrase. Mentions are simply the number of times the term you’re tracking was used across social media, helping you understand just how much (or little) attention the subject is receiving.
MetLife comes out swinging with 33,925 mentions, easily passing Aflac’s 4,419 mentions. That’s more than 7 times as many mentions!
On the trendline below you can see that MetLife hit a huge spike in mentions on July 12. We did some digging into the mentions and found that a Beyoncé / Jay Z concert at New Jersey’s MetLife Stadium was the cause. You can see from the map the surge in mentions and fandom ensued for a few days due to photos, videos and recaps being shared in social.
Round Two: Sentiment
Sentiment refers to the emotion behind a social media mention. It’s a way to measure the tone of a conversation without having to dive into individual mentions. Sentiment adds important context to social conversations—without it, measurement of mentions alone could be misleading.
MetLife brought in more mentions than Aflac and it looks like the brand is bringing in more positivity as well. 41% of MetLife’s mentions registered as positive and only 3% registered as negative. This easily tops the 28% positivity score posted by Aflac and bests its 8% negativity.
Round Three: Conversation Mapping
The conversation maps in the uberVU via Hootsuite platform display the most-talked about topics in relation to a specific keyword or phrase, giving you an inside look into the social conversations that are evolving around a specific topic in real time. In this round, we’ll compare conversations maps for MetLife and Aflac to find out what exactly people are talking about in relation to each brand.
Aflac ranks for words one might expect for an insurance provider with “insurance”, “business”, “benefits”, “health”, and “medical” all appearing on its conversation map. You can also see strong brand and marketing recognition in social with the brand’s mascot “Aflac duck” and “duck” appearing—“duck” alone was the number one most-used word alongside Aflac, accounting for 15% of the conversation. A company news item also ranks with “Paul S. Amos,” an Aflac co-founder, appearing. Amos, who was the last surviving co-founder, passed away on July 2.
“Tina Fey” also appears on the Aflac map, but turns out she’s not partnering with the Aflac duck any time soon. Her name appeared alongside Aflac in social due to a popular Forbes article about what celebrity spokespeople like Tina Fey—and yes, the Aflac duck—can teach Team USA’s Tim Howard.
MetLife’s map looks quite different than Aflac’s and it looks like the Beyoncé / Jay Z concert is once again the cause, with “MetLife Stadium” accounting for 34% of the conversation around the brand name. The concert was so popular it took over almost the entire MetLife conversation map with “Beyoncé”, “stadium”, “tickets”, “at MetLife Stadium”, “concert”, “Jay” and “Bey” all appearing.
While the New Jersey stadium is a marketing effort by MetLife, the brand’s conversation map shows the social chatter was mostly about the concert inside the stadium and not about the insurance brand. Aflac’s map proved social is talking about items related to its services and its marketing efforts.
Overall Winner: MetLife
With wins in mentions and sentiment, we declare the winner of this Social Media Face Off to be MetLife. While a majority of the social chatter for MetLife was due to the Beyonce / Jay Z concert, you can’t deny that the sheer amount of social mentions of the brand proves the stadium naming sponsorship is paying off big time in terms of brand awareness for MetLife. Chalk this one up to “the Beyonce Effect.”
Interested in a matchup from the CPG industry? Watch Pantene and Herbal Essences go head-to-head and get deep industry analysis in our Social Media Face Off on-demand webinar. Watch now!