social media report - back to school campaigns july august 2016
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Back to School Campaigns : Social Media Report
This Report looks at how
Back to School Campaignsperformed on Social Media between
July1st – August31st, 2016
Table of Contents
Performance Snapshot
Audience Size
Audience Growth
Engagement
Customer Service
Most Engaging Content
Brands Analyzed in this report include: Payless Shoes, Walmart, Target, Academy Sports, Kohl's, Staples, Xfinity, Sprint,
JCPenney, Old Navy, Frys Electronics, Lysol, J&J, Yoplait, H-E-B
Jul 01, 2016 - Aug 31, 2016
Jul 01, 2016 - Aug 31, 2016
Performance Snapshot
Network
Highest Audience
SizeWalmart Target Target
Highest
GrowthJ&J H-E-B Xfinity
Highest
EngagementYoplait Staples Walmart
0.00M 5.00M 10.00M 15.00M 20.00M 25.00M 30.00M 35.00M
Payless Shoes
Walmart
Target
Academy Sports
Kohl's
Staples
Xfinity
Sprint
JCPenney
Old Navy
Frys Electronics
Lysol
J&J
Yoplait
H-E-B Instagram
Audience Size
Jul 01, 2016 - Aug 31, 2016
Audience Growth
Jul 01, 2016 - Aug 31, 2016
-5.00% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00%
Payless Shoes
Walmart
Target
Academy Sports
Kohl's
Staples
Xfinity
Sprint
JCPenney
Old Navy
Frys Electronics
Lysol
J&J
Yoplait
H-E-BInstagram
Engagement
Jul 01, 2016 - Aug 31, 2016
0 100 200 300 400 500 600 700 800 900
Payless Shoes
Walmart
Target
Academy Sports
Kohl's
Staples
Xfinity
Sprint
JCPenney
Old Navy
Frys Electronics
Lysol
J&J
Yoplait
H-E-BInstagram
Customer Service - Reply Time (in minutes)
Jul 01, 2016 - Aug 31, 2016
0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000
Payless Shoes
Walmart
Target
Academy Sports
Kohl's
Staples
Xfinity
Sprint
JCPenney
Old Navy
Frys Electronics
Lysol
J&J
Yoplait
H-E-B Twitter
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
Payless Shoes
Walmart
Target
Academy Sports
Kohl's
Staples
Xfinity
Sprint
JCPenney
Old Navy
Frys Electronics
Lysol
J&J
Yoplait
H-E-B Twitter
Customer Service - Response Rate
Jul 01, 2016 - Aug 31, 2016
Most Engaging Facebook PostsYoplait
23-AUG-16, TUE 10:12PM
Back to school treat or a late night snack,
this? Vanilla Yogurt Mousse Dirt Cup with our
new? Greek ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 21,126 343 4,194 Uncategorize
d
Academy Sports
10-AUG-16, WED 2:00PM
Time to cheer our country on to victory.
Yoplait
07-JUL-16, THU 5:51PM
There are so many ways to Whip! up your
summer snack. Cool down with a chocolaty
Yoplait Greek 100 W ..
ENGMT
.
LIKES COMMENTS SHARES SENTIMENT
1,000 82,185 1,493 4,672 Positive
ENGMT.LIKES COMMENTS SHARES SENTIMENT
999 21,571 185 2,849 Positive
Most Engaging Tweets
.@adele pulled this lucky fan from the
crowd and she wowed the crowed
covering one of Adele'a hits!..
We are definitely not sick of the "Same Old
Love" @selenagomez
#RevivalTourLosAngeles
https://t.co/..
10-Aug-16, Wed 01:21AM
ENGMT. FAV. REPLIES RETWEETS
1,000 1,730 46 639
09-Jul-16, Sat 12:54AM
ENGMT. FAV. REPLIES RETWEETS
1,000 1,386 5 837
Staples Staples
An evening look from the new
#GiorgioArmaniPrivé #FW16
collection. #GiorgioArmani #pfw
06-Jul-16, Wed 05:49AM
ENGMT. LIKES COMMENTS FILTER
987 49,574 117 No filter
Most Engaging Instagram Posts
@GwenStefani rocks a #GiorgioArmani
cape on the @HarpersBazaarUS
August subscriber cover.
06-Jul-16, Wed 07:12AM
ENGMT. LIKES COMMENTS FILTER
952 34,470 138 No filter
07-Jul-16, Thu 06:30AM
ENGMT. LIKES COMMENTS FILTER
932 30,879 67 No filter
Walmart Walmart Walmart
An embroidered gown from the
#GiorgioArmaniPrivé #FW16
collection. #GiorgioArmani #pfw
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Engagement is the measure of audience responses to a brand's content and activity on
a social network. To calculate the engagement score, we weigh audience interactions on
brand content such as Likes, Comments, Shares, based on their importance. We then
divide their weighted sum by our estimate of the number of brand fans who actively
receive and view such content.
Appendix – Unmetric’s Engagement Score
(Likes × 1 + Comments × 5 + Shares × 10) × 10000
(Community size) 0.8
Twitter: (Favorite x 1, Reply x 5, Retweet x 10)Instagram: (Likes x 1, Comments x 5)
Facebook:
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