Brand Passion Index: FedEx Delivers the Buzz

Kimberly Surico |
 03/07/12 |
3 min read

Get ready marketers: it’s trade show season! As someone who has been in Marketing for many years, I can say that trade show season is one of the more fun times of year – but also one of the most stressful. I’m so excited about the upcoming promotions we have planned for our busy trade show calendar, but finding the perfect combination of customer service and price for shipping everything can be such a headache. So, this month, I fired up the NetBase Insight Workbench to see what the chatter in social has to say about these four shipping companies: FedEx, USPS, DHL and UPS.

It wasn’t too much of a shock to see that FedEx dominated the buzz, generating a whopping 63% of the overall conversation. The delivery giant then came away with the highest Net Sentiment score of 79 and the second highest Passion Intensity score of 51. Arguably FedEx’s biggest competitor, UPS, accounted for only 15% of the buzz, and returned scores that were a little more middle-of-the-road: a Passion Intensity score of 43 and a Net Sentiment score of 39. DHL proved that even the smallest bubbles can have great sentiment, countering its 2% share of buzz with the second highest Net Sentiment score of 68 and the highest Passion Intensity score of 55. And finally, USPS, captured 20% of the conversation, but had the lowest of the opinion and behavior-driven metrics, with a Passion Intensity of 38 and an incredibly low Net Sentiment score of 8. Check out the landscape below:

In this graphic, the amount of chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the sentiment and the intensity of passion.

Verbatim showed that online consumers buzz the most with the most positive sentiment about FedEx because of their convenience , international delivery, reliable customer service, particularly when compared with that of its competitor, UPS.

They have Fedex envelopes that works great for any document including letters.

As someone who has dealt with USPS/Fedex/UPS heavily, I have no doubt in my mind that Fedex is the better run organization.

And Fedex has never crushed a box. I think UPS makes sport out of crushing

fedex is the most reliable and best company to use to send items into mexico.

FedEx is a VERY reliable company! 

In stark contrast to FedEx’s glowing reviews, conversations about UPS showed snapshots of disgruntled customer experiences, expressing disappointment with everything from delivery to the handling of actual packages.

I was disappointed at how UPS handled the delivery.

UPS used to be great for me, but not for the last few years.

ups is horrible in handling boxes but cheaper.

Once again @UPS screws up my delivery.

UPS screwed up my delivery for today so its delayed till tomorrow!!!

And finally, our passion winner: DHL had people talking about how reliable they are, particularly when it comes to shipping internationally. I loved seeing some verbatim from online consumers mentioning how easy it is to use DHL from a mobile device – let’s get social!

The DHL iMode service is very easy and convenient to use if you own an iMode enabled phone.

DHL is great for shipping outside of north america, they have the best network set up for out of country……..however within Canada and the USA….they don’t have a very good track record.

Opinions on shipping things from Europe To USA….. …DHL would be the best bet for shipping.

So, who do you trust for your shipping? Drop me a line in the comments!


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