hugo boss social media analysis q4 2015

HUGO BOSSon Social Media

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of Hugo Boss Twitter

Hugo Boss: Social Media Report

This report looks at how

HUGO BOSSperformed on social media between

October 1st – December 31st, 2015

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Analysis of

HUGO BOSSFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

7,584,761 176,035 2.38% WorldwideMostly Young, Male and

Attached.

HUGO BOSS

Engagement Score

71

Total Posts

176

Total Likes

229,673

Total Comments

5,685

Total Shares

15,424

BRAND POSTS

Brand Overview

7,300K

7,350K

7,400K

7,450K

7,500K

7,550K

7,600K

1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec

Fan Growth

Total Fans

7,584,761

New Fans

176,035

Engagement

0

250

500

750

HUGO BOSS had an average engagement score of 71 and a highest of 673.

Community Analysis

HUGO BOSS fans are mostly Young, Male and Attached. HUGO BOSS fans are largely from United States followed by

Germany.

Fan Demographics Distribution of Fans

0% 20% 40% 60%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 10% 20% 30% 40%

Single

In a Relationship

Engaged

Married

0K 500K 1,000K 1,500K 2,000K

United States

Germany

Mexico

France

United Kingdom

Italy

Spain

Portugal

India

0

1

1

2

2

3

3

4

4

5


Brand Posts

Top keywords used Frequency

season 23

BOSS Womenswear 20

BOSS 20

MERCEDES AMG 17

holiday2015 17

Most Engaging Brand Posts

25-OCT-15, SUN 7:31PM

Winning in style. Congratulations to Lewis

Hamilton on a brilliant third World

Championship MERCEDES ..

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

888 43,606 1,537 1,760 Positive

09-DEC-15, WED 11:30AM

The new aviator-inspired chronograph

from the BOSS timepiece collection

10-DEC-15, THU 1:30PM

Looking for gift inspiration? Discover new

eyewear from the BOSS collection

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

554 13,837 979 691 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

539 20,018 143 389 Positive

NO

IMAGE

NO

IMAGE

NO

IMAGE

http://www.facebook.com/116097341519/posts/10153761930931520



Brand Posts - Analysis

Brand Post Types Days of the week

0 50 100 150 200

0 20 40 60 80 100

Photos

Videos

Plain Text

Links

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 10 20 30 40

0 50 100 150 200

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score

Engagement Score Number of Posts

Analysis of

HUGO BOSSTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

571,592 20,746 3.77% Worldwide

HUGO BOSS@HUGOBOSS

Engagement Score

115

Total Proactive Tweets

198

Retweets Total

22

Replies Total

19

Favorites Total

16,342

Total Mention

8,532

Total Retweets

8,300

Response Rate (%)

0.22%

Average Reply Time (mins)

2556

BRAND TWEETS USER TWEETS

Brand Overview

540K

545K

550K

555K

560K

565K

570K

575K


Follower Growth

Total Followers

571,592

New Followers

20,746

0K

0K

0K

0K

0K

0K

0K

0K

0K

0K


Followee Growth

Total Followees

177

New Followees

26

Engagement

0

250

500

HUGO BOSS had an average engagement score of 115 and a highest of 416.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

198 22

Getting messy with @matshummels -

shooting for the latest issue of

GalaMEN #thisisboss #painting ht..

12-Nov-15, Thu 10:34AM

ENGMT. FAV. REPLIES RETWEETS

728 764 44 418

Top Engaging Tweets

Seduce the one you love this holiday

season #bossthescent

https://t.co/zTchHcnAZq

Submit your questions for World

Champion @LewisHamilton to get

them answered in our Q&A on

Saturday..

25-Dec-15, Fri 12:20PM


620 513 18 330

09-Dec-15, Wed 12:57AM


556 586 195 169

NO IMAGE NO IMAGE NO IMAGE

http://www.twitter.com/HUGOBOSS/status/664828739130368000



Posts with Hashtags engage the best. Those with Mentions are the most frequent

0 50 100 150 200 250

0 20 40 60 80 100 120 140 160

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 20 40 60 80 100 120

0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000

#thisisboss*

#asklewis*

#bosssports*

#holiday2015*

#hugoboss*

#fashion*

#fallwinter2015*

#f1*

#bossbespokebag*

#bossthescent*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

100

200

300

400

500

600

700

800

1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec

thisisboss asklewis bosssports holiday2015 hugoboss

Spread of Hashtags by day

0 50 100 150 200 250 300

#bossbespokebag*

#hugoboss*

#fallwinter2015*

#fashion*

#asklewis*

#bosssports*

#thisisboss*

#f1*

#bossthescent*

#holiday2015*

Engagement Score

Hashtags - Engagement

Positive Negative Neutral

Customer Service

REPLY ANALYSIS REPLY SENTIMENT

0

2

4

6

8

10

12

14

16

18

20

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

200

400

600

800

1000

1200

1400

1600

1800

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

100

200

300

400

500

600

700

800

900

1000

12:00 AM 2:00 AM 4:00 AM 6:00 AM 8:00 AM 10:00 AM 12:00 PM 2:00 PM 4:00 PM 6:00 PM 8:00 PM 10:00 PM

Replies Mentions

Time of the Day

Total number of Retweets : 8,300

-100

0

100

200

300

400

500

600

700

800


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 8,532

-100

0

100

200

300

400

500

600

700

800


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

Vijay Mallya 5,006,528 1

Diego Torres 4,159,933 1

Lewis Hamilton 3,237,569 1

WWD 2,855,009 4

Sebastian Rulli 2,477,137 1

TOP 5 INFLUENCERS

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