Post on 16-Apr-2017
DHL: Social Media Report
This report looks at how
DHLperformed on social media between
October 1st – December 31st, 2015
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Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
262,540 17,240 7.03% WorldwideMostly Older, Male and
Attached.
DHL
Engagement Score Total Fan Posts
468 5,295
Total Posts Brand Response Rate
43 77.34%
Total Likes Avg. Reply Time
14,006 16 hrs, 43 mins
Total Comments General Sentiment
2,260 Neutral
Total Shares
3,191
Most Engaging Content Type
Others
Least Engaging Content Type
Special Offer
Most Prolific Content Type
Alert or FYI
BRAND POSTS FAN POSTS
Brand Overview
CONTENT & CAMPAIGNS
235K
240K
245K
250K
255K
260K
265K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
262,540
New Fans
17,240
Engagement
0
250
500
750
1,000
1,250
DHL had an average engagement score of 468 and a highest of 998.
Community Analysis
DHL fans are mostly Older, Male and Attached. DHL fans are largely from Germany followed by Mexico.
Fan Demographics Distribution of Fans
61%
39%
male female
0% 10% 20% 30% 40%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40%
Single
In a Relationship
Engaged
Married
UnKnown
0K 5K 10K 15K 20K
Germany
Mexico
Brazil
India
United States
Philippines
United Kingdom
Egypt
Pakistan
0
1
1
2
2
3
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
Rugby World Cup 2015 7
delivery 7
official match ball 5
42 countries 4
North Pole 4
86%
14%
Brand Participation Brand Non Participation
96%
2%
2%
Posititve Negative Neutral
Brand Posts - Engagement
DHL responded to 37 conversations generated by the 43 Posts
they published.
DHL receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts
Most Engaging Brand Posts
31-DEC-15, THU 6:00AM
Every day, we move over a million
packages. We’re proud to deliver every
single one, and we can’t wa ..
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
998 3,692 252 849 Positive
21-OCT-15, WED 6:31AM
Delivering past, present, and future –
happy #BackToTheFuture day!
30-OCT-15, FRI 1:00PM
Part of our delivery crew this weekend -
Happy #Halloween!
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
959 1,250 39 517 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
879 1,273 100 263 Positive
NO
IMAGE
NO
IMAGE
NO
IMAGE
Brand Posts - Analysis
Brand Post Types Days of the week
0 5 10 15 20 25 30
0 100 200 300 400 500 600
Photos
Plain Text
Videos
Links
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15
0 200 400 600 800
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
Top Keywords Used Frequency
DHL 2315
und 1106
ist 1072
es 840
mal 732
User Posts
0
20
40
60
80
100
120
140
160
180
1-Oct 8-Oct 15-Oct 22-Oct 29-Oct 5-Nov 12-Nov
19-Nov
26-Nov
3-Dec 10-Dec
17-Dec
24-Dec
31-Dec
Positive Neutral Negative
DHL responded to 4,095 conversations generated by the 5,295
Posts fans published.
DHL appears to participate more when Fan conversations have
greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
77%
23%
Brand Participation Brand Non Participation
13%
12%
75%
Posititve Negative Neutral
Most of DHL posts were around 'Alert or FYI', and posts around 'Others' received the highest engagement.
Content Intel
0 1 2 3 4 5 6 7
0 50 100 150 200 250 300 350 400 450 500
Brand News
Fact
Others
Event
Corporate Social…
Photo
Ad Campaigns
Employee Stories
Special Offer
Like This Posts
Question
Contest
Festival/Greetings
Alert or FYI
Facebook App
Number of Posts
Engagement Score
Engagement Score Number of Posts
In DHL Posts about Diversified, General Advice posts received
the highest engagement.
In DHL Posts about General Happenings, the category
Festival/Greetings received the highest engagement.
Content Intel
About Diversified About General Happenings
0 1 2
0 100 200 300
Fact
Others
Event
Question
News
General Advice
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3 4 5
0 500 1000 1500
Social…
Business
Others
Politics
Local Events
Sports
Social Good/…
Leisure/Dining
Question
Entertainment
Festival/Greetings
Current Affairs
Technology
Number of Posts
Engagement Score
Engagement Score Number of Posts
Campaign Intel
0 2 4 6 8 10 12
0 100 200 300 400 500 600 700
#DHLSaferBeaches
#TBT
Rugby World Cup 2015
Number of Posts
Engagement Score
Engagement Score Number of Posts
This is the performance of a selection of DHL campaigns that have been tagged and tracked
by Unmetric and are not restricted to the time period analyzed
Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
4,393 807 22.50% United States
DHL Americas@DHLAmericas
Engagement Score
147
Total Proactive Tweets
205
Retweets Total
103
Replies Total
25
Favorites Total
136
Total Mention
628
Total Retweets
235
Response Rate (%)
3.82%
Average Reply Time (mins)
5444
BRAND TWEETS USER TWEETS
Brand Overview
0K
1K
1K
2K
2K
3K
3K
4K
4K
5K
5K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
4,393
New Followers
807
0K
0K
0K
1K
1K
1K
1K
1K
2K
2K
2K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
1,692
New Followees
398
0
5
10
15
20
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Proactive Tweets Retweets
Brand Tweets
Proactive Tweets Retweets
205 103
Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 50 100 150 200 250
0 20 40 60 80 100 120 140 160 180
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types
0 10 20 30 40 50 60 70 80 90
0 10 20 30 40 50 60 70 80
#dhlformulae*
#formulae*
#puntaeprix*
#dhl*
#putrajayaeprix*
#thanksall*
#batterseapark*
#beijingeprix*
#wtcc*
#qatar*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags
0
10
20
30
40
50
60
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
dhlformulae formulae puntaeprix dhl putrajayaeprix
Spread of Hashtags by day
0 50 100 150 200 250
#thanksall*
#wtcc*
#formulae*
#qatar*
#dhlformulae*
#beijingeprix*
#batterseapark*
#putrajayaeprix*
#dhl*
#puntaeprix*
Engagement Score
Hashtags - Engagement
Average Response Rate : 3.82%
0
2
4
6
8
10
12
14
16
18
1-O
ct
3-O
ct
5-O
ct
7-O
ct
9-O
ct
11-O
ct
13-O
ct
15-O
ct
17-O
ct
19-O
ct
21-O
ct
23-O
ct
25-O
ct
27-O
ct
29-O
ct
31-O
ct
2-N
ov
4-N
ov
6-N
ov
8-N
ov
10-N
ov
12-N
ov
14-N
ov
16-N
ov
18-N
ov
20-N
ov
22-N
ov
24-N
ov
26-N
ov
28-N
ov
30-N
ov
2-D
ec
4-D
ec
6-D
ec
8-D
ec
10-D
ec
12-D
ec
14-D
ec
16-D
ec
18-D
ec
20-D
ec
22-D
ec
24-D
ec
26-D
ec
28-D
ec
30-D
ec
Men
tio
ns a
nd
Rep
lies
Replies Mentions
Customer Service
Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
5
10
15
20
25
Request ForDirect
Message
Request ForContact
Request ForView a Link
Request ForEmail
BrandApology
Plain Text
0
20
40
60
80
100
120
140
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week
0
10
20
30
40
50
60
70
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 : 235
-10
0
10
20
30
40
50
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
Retweets of Brand Tweets Brand Tweets
Retweets
Total number of Mentions: 628
-10
0
10
20
30
40
50
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
Mentions Brand Tweets
Mentions
Influencers
Name Followers Tweets
John Layfield 692,783 1
ONU Desarrollo 223,097 1
Michael Andretti 89,855 1
FIA Formula E 83,765 1
Business Wire 45,607 1
TOP 5 INFLUENCERS
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