AXA Social Media Analysis Q4 2015
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Transcript of AXA Social Media Analysis Q4 2015
![Page 1: AXA Social Media Analysis Q4 2015](https://reader031.fdocuments.us/reader031/viewer/2022022123/58a5f76a1a28aba5728b6c2f/html5/thumbnails/1.jpg)
AXAon Social MediaOct 01 2015 - Dec 31 2015
Cover Image Courtesy of AXA Twitter
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AXA: Social Media Report
This report looks at how
AXAperformed on social media between
October 1st – December 31st, 2015
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Analysis of
AXA EquitableFacebook Page
Oct 01, 2015 - Dec 31, 2015
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Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
43,996 5,242 13.53%United
States
Mostly Older, Female and
Attached.
AXA Equitable
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Engagement Score
849
Total Posts
69
Total Likes
34,410
Total Comments
530
Total Shares
2,728
BRAND POSTS
Brand Overview
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36K
37K
38K
39K
40K
41K
42K
43K
44K
45K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
43,996
New Fans
5,242
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Engagement
0
250
500
750
1,000
1,250
AXA Equitable had an average engagement score of 849 and a highest of 1000.
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Community Analysis
AXA Equitable fans are mostly Older, Female and Attached. AXA Equitable fans are largely from United States followed by
Mexico.
Fan Demographics Distribution of Fans
43%
57%
male female
0% 5% 10% 15% 20% 25%
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 10K 20K 30K 40K 50K
United States
Mexico
Philippines
India
Indonesia
Puerto Rico
France
Morocco
United Kingdom
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0
1
1
2
2
3
3
4
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
AXAisms 11
steps 8
success 8
global graduate
program
6
next step 6
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9%
91%
Brand Participation Brand Non Participation
55%
4%
41%
Posititve Negative Neutral
Brand Posts - Engagement
AXA Equitable responded to 6 conversations generated by the
69 Posts they published.
AXA Equitable receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts
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Most Engaging Brand Posts
18-NOV-15, WED 10:00AM
Celebrate the steps you've taken instead
of focusing on the ones you haven't.
http://go.axa.com/1kEB ..
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 3,961 73 324 Positive
11-NOV-15, WED 1:00PM
The most significant step in your financial
journey may be the next one you take.
Take the next step ..
11-NOV-15, WED 12:22PM
Action is the fundamental key to success.
Take the next step in the growth of your
business and visi ..
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
1,000 2,761 22 113 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 2,588 16 261 Positive
NO
IMAGE
NO
IMAGE
NO
IMAGE
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Brand Posts - Analysis
Brand Post Types Days of the week
0 5 10 15 20 25 30 35 40
0 200 400 600 800 1,000 1,200
Photos
Links
Plain Text
Videos
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15
0 200 400 600 800 1,000 1,200
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
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Analysis of
AXA EquitableTwitter Account
Oct 01, 2015 - Dec 31, 2015
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Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
15,927 456 2.95% United States
AXA Equitable@AXA_US
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Engagement Score
172
Total Proactive Tweets
123
Retweets Total
6
Replies Total
10
Favorites Total
1,320
Total Mention
205
Total Retweets
383
Response Rate (%)
4.88%
Average Reply Time (mins)
1512
BRAND TWEETS USER TWEETS
Brand Overview
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15K
15K
15K
16K
16K
16K
16K
16K
16K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
15,927
New Followers
456
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3K
3K
3K
3K
3K
3K
3K
3K
3K
3K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
2,966
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Engagement
0
250
500
750
1,000
AXA Equitable had an average engagement score of 172 and a highest of 881.
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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
123 6
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What's the most effective and enjoyable
way to reach your financial goals?
Small, manageable steps...
05-Nov-15, Thu 07:53PM
ENGMT. FAV. REPLIES RETWEETS
998 799 22 50
Top Engaging Tweets
No one can go back and make a brand
new start, but anyone can start now
and make a brand new ending..
Challenges make life interesting.
Overcoming them is what makes it
meaningful. #AXAisms https://t.c..
15-Dec-15, Tue 10:19AM
ENGMT. FAV. REPLIES RETWEETS
996 237 1 104
16-Dec-15, Wed 10:00AM
ENGMT. FAV. REPLIES RETWEETS
778 130 1 21
NO IMAGE NO IMAGE NO IMAGE
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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 80 100 120 140 160 180 200
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types
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0 1 2 3 4 5 6 7 8
0 20 40 60 80 100 120 140 160
#axaisms
#scholarship*
#classof2016*
#bestglobalbrands*
#climatechange*
#communityservice*
#cop21*
#axaachievement*
#college*
#retirement*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags
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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
axaisms scholarship classof2016 bestglobalbrands climatechange
Spread of Hashtags by day
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0 100 200 300 400 500 600 700 800
#retirement*
#axaisms
#scholarship*
#bestglobalbrands*
#college*
#classof2016*
#axaachievement*
#cop21*
#climatechange*
#communityservice*
Engagement Score
Hashtags - Engagement
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Average Response Rate : 4.88%
0
1
2
3
4
5
6
7
8
9
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
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Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
1
2
3
4
5
6
7
Request ForDirect
Message
Request ForContact
Request ForView a Link
Request ForEmail
BrandApology
Plain Text
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0
5
10
15
20
25
30
35
40
45
50
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week
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0
5
10
15
20
25
30
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
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Total number of Retweets : 383
-20
0
20
40
60
80
100
120
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
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Total number of Mentions: 205
-1
0
1
2
3
4
5
6
7
8
9
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
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Influencers
Name Followers Tweets
Habit Design® 124,471 1
RiskRank®, RISK Ltd™ 96,832 1
sree sreenivasan 74,429 1
Get Schooled 61,557 4
HoneymoonGondol 61,320 1
TOP 5 INFLUENCERS
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