ralph lauren social media analysis q4 2015

Ralph Lauren on Social Media

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of Ralph Lauren Twitter

Ralph Lauren: Social Media Report

This report looks at how

Ralph Laurenperformed on social media between

October 1st – December 31st, 2015

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Analysis of

Ralph LaurenFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

8,377,232 235,505 2.89% WorldwideMostly Young, Female and

Attached.

Ralph Lauren

Engagement Score

79

Total Posts

103

Total Likes

137,842

Total Comments

2,238

Total Shares

13,999

BRAND POSTS

Brand Overview

8,000K

8,050K

8,100K

8,150K

8,200K

8,250K

8,300K

8,350K

8,400K

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

Fan Growth

Total Fans

8,377,232

New Fans

235,505

Engagement

0

250

500

750

Ralph Lauren had an average engagement score of 79 and a highest of 609.

Community Analysis

Ralph Lauren fans are mostly Young, Female and Attached. Ralph Lauren fans are largely from United States followed by

Mexico.

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 1,000K 2,000K 3,000K 4,000K

United States

Mexico

France

United Kingdom

Italy

Brazil

Korea

Malaysia

Japan

0

1

1

2

2

3

3

4


Brand Posts

Top keywords used Frequency

Ralph Lauren 30

Shop 11

RLPinkPony 7

PoloRalphLauren 7

5th Ave 6

Most Engaging Brand Posts

13-NOV-15, FRI 8:00PM

Ralph Lauren sends its deepest thoughts

and prayers to Paris, always the City of

Light.

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

830 28,860 201 3,085 Positive

31-OCT-15, SAT 11:09AM

#HappyHalloween

22-DEC-15, TUE 11:36AM

The Polo Bear enjoying the First Day of

Winter: rlauren.co/PoloBear

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

252 4,892 62 463 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

175 1,658 40 478 Positive

NO

IMAGE

NO

IMAGE

NO

IMAGE

http://www.facebook.com/6797246895/posts/10153332149996896



Brand Posts - Analysis

Brand Post Types Days of the week

0 20 40 60 80 100

0 20 40 60 80 100

Photos

Videos

Links

Plain Text

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 5 10 15 20

0 50 100 150 200

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Campaign Intel

0 1 2 3 4 5 6 7 8 9

0 50 100 150 200 250

#USOpen

RL's 10th year as the Official Outfitter of#Wimbledon

Happy 4th of July

Number of Posts

Engagement Score


This is the performance of a selection of Ralph Lauren campaigns that have been tagged and tracked

by Unmetric and are not restricted to the time period analyzed

Analysis of

Ralph LaurenTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

1,603,465 168,598 11.75% Worldwide

Ralph Lauren@RalphLauren

Engagement Score

119

Total Proactive Tweets

133

Retweets Total

25

Favorites Total

25,307

Total Mention

11,204

Total Retweets

11,982

BRAND TWEETS USER TWEETS

Brand Overview

1,350K

1,400K

1,450K

1,500K

1,550K

1,600K

1,650K


Follower Growth

Total Followers

1,603,465

New Followers

168,598

0K

0K

0K

0K

0K

0K

0K

0K

0K

0K


Followee Growth

Total Followees

384

Engagement

0

250

500

Ralph Lauren had an average engagement score of 119 and a highest of 431.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

133 25

Ralph Lauren sends its deepest thoughts

and prayers to Paris, always the

City of Light. #Prayers4P..

13-Nov-15, Fri 07:46PM

ENGMT. FAV. REPLIES RETWEETS

843 2,308 22 1,379

Top Engaging Tweets

.@maddieziegler attends a

@thehungergames

#mockingjaypart2 special

screening in NYC wearing Polo ht..

.@TysonCBeckford @ColtonLHaynes

@thecorybond at the Polo NYC

Flagship tonight to support

@athletea..

18-Nov-15, Wed 10:22PM


442 1,676 30 330

03-Nov-15, Tue 10:17PM


362 920 10 292

NO IMAGE NO IMAGE NO IMAGE

http://www.twitter.com/RalphLauren/status/665329821744914432



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

0 20 40 60 80 100 120 140

0 20 40 60 80 100 120 140

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 2 4 6 8 10 12

0 200 400 600 800 1000 1200 1400 1600

#rlkids*

#prayers4paris*

#literacy*

#theitkids*

#rlpinkpony*

#ralphlauren*

#meetmeatpolo*

#panmovie*

#fashion*

#mockingjaypart2*

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

900

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

rlkids prayers4paris literacy theitkids rlpinkpony

Spread of Hashtags by day

0 100 200 300 400 500 600 700 800 900

#mockingjaypart2*

#panmovie*

#rlkids*

#fashion*

#literacy*

#rlpinkpony*

#theitkids*

#ralphlauren*

#prayers4paris*

#meetmeatpolo*

Engagement Score

Hashtags - Engagement

0

500

1000

1500

2000

2500

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

100

200

300

400

500

600

700

800

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 : 11,982

-400

-200

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 11,204

-50

0

50

100

150

200

250

300

350

400

450


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

People Magazine 7,108,526 1

Ciara 6,815,328 1

ELLE Magazine (US) 5,312,959 1

Jordin Sparks 4,238,555 1

kerry washington 3,881,837 7

TOP 5 INFLUENCERS

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