Post on 21-Mar-2017
Heinekenon Social Media
Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of Heineken Twitter
Heineken: Social Media Report
This report looks at how
Heinekenperformed on social media between
October 1st – December 31st, 2015
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Analysis of
Heineken USAFacebook Page
Oct 01, 2015 - Dec 31, 2015
Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY
2,141,476 9,151 .43% United States
Heineken USA
Engagement Score Total Fan Posts
780 310
Total Posts Brand Response Rate
13 13.87%
Total Likes Avg. Reply Time
108,682 1 day, 14 hrs, 51 mins
Total Comments General Sentiment
3,367 Positive
Total Shares
10,232
BRAND POSTS FAN POSTS
Brand Overview
2,110K
2,115K
2,120K
2,125K
2,130K
2,135K
2,140K
2,145K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
2,141,476
New Fans
9,151
Engagement
0
250
500
750
1,000
1,250
Heineken USA had an average engagement score of 780 and a highest of 1000.
Community Analysis
Heineken USA fans are largely from United States followed by Puerto Rico.
Distribution of Fans
0K 500K 1,000K 1,500K 2,000K 2,500K
United States
Puerto Rico
Mexico
Brazil
India
Argentina
Indonesia
Italy
Vietnam
0
1
2
3
4
5
6
7
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
sure 4
best 3
Holiday Season 2
friends 2
family 2
Most Engaging Brand Posts
14-DEC-15, MON 2:14PM
Our favorite Holiday song.
14-DEC-15, MON 2:13PM
Present time never tasted so good.
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
932 15,721 524 1,277 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
893 14,287 350 987 Positive
Brand Posts - Analysis
Brand Post Types Days of the week
0 2 4 6 8 10 12 14
0 200 400 600 800 1,000
Photos
Videos
Plain Text
Links
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 2 4 6 8
0 200 400 600 800 1,000
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
Top Keywords Used Frequency
Heineken 142
Montana Cans 47
home team 25
awesome roving
mural truck
25
Miami New Times
love
25
User Posts
0
5
10
15
20
25
30
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
Heineken USA responded to 43 conversations generated by the 310 Posts fans published.
Heineken USA appears to participate more when Fan conversations have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
14%
86%
Brand Participation Brand Non Participation
51%
4%
45%
Posititve Negative Neutral
Analysis of
Heineken USTwitter Account
Oct 01, 2015 - Dec 31, 2015
Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
53,979 1,104 2.09% United States
Heineken US@Heineken_US
Engagement Score
878
Total Proactive Tweets
24
Retweets Total
1
Replies Total
160
Favorites Total
9,316
Total Mention
776
Total Retweets
634
Response Rate (%)
15.59%
Average Reply Time (mins)
1585
BRAND TWEETS USER TWEETS
Brand Overview
52K
52K
53K
53K
53K
53K
53K
54K
54K
54K
54K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
53,979
New Followers
1,104
1K
1K
1K
1K
1K
1K
1K
1K
1K
1K
1K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
616
Engagement
0
250
500
750
1,000
1,250
Heineken US had an average engagement score of 878 and a highest of 1,000.
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
24 1
Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 5 10 15 20 25
0 100 200 300 400 500 600 700 800 900 1000
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 14 16
0 200 400 600 800 1000 1200 1400
#spectre*
#openbondsworld*
#heinekenholidays
#spyfie*
#dmds*
#ad*
#heineken100*
#miamiartweek*
#heineken*
#copabasel*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags
0
50
100
150
200
250
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
spectre openbondsworld heinekenholidays spyfie dmds
Spread of Hashtags by day
0 200 400 600 800 1000 1200
#heinekenholidays
#heineken*
#miamiartweek*
#ad*
#dmds*
#openbondsworld*
#spyfie*
#heineken100*
#copabasel*
#spectre*
Engagement Score
Hashtags - Engagement
Average Response Rate : 15.59%
0
10
20
30
40
50
60
70
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
Average Reply Time : 1 days 2 hours 25 minutes
0
1000
2000
3000
4000
5000
6000
7000
8000
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov15-Nov20-Nov25-Nov30-Nov 5-Dec 10-Dec15-Dec20-Dec25-Dec30-Dec
Customer Service
Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
20
40
60
80
100
120
140
160
180
Request ForDirect
Message
Request ForContact
Request ForView a Link
Request ForEmail
BrandApology
Plain Text
0
50
100
150
200
250
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week
0
20
40
60
80
100
120
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 : 634
-50
0
50
100
150
200
250
300
350
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: 776
-10
0
10
20
30
40
50
60
70
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
Joel Madden 970,161 1
Sawyer Hartman 844,741 4
Highsnobiety 185,388 1
Rachel Rudwall 135,144 1
Vincent Cyr 126,166 3
TOP 5 INFLUENCERS
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