Coca-Cola Social Media Analysis Q4 2015
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Transcript of Coca-Cola Social Media Analysis Q4 2015
![Page 1: Coca-Cola Social Media Analysis Q4 2015](https://reader033.fdocuments.us/reader033/viewer/2022042706/5874bcea1a28ab1b098b8b59/html5/thumbnails/1.jpg)
Coca-Colaon Social MediaOct 01 2015 - Dec 31 2015
Cover Image Courtesy of Coca Cola FB
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Coca Cola: Social Media Report
This report looks at how
Coca-Colaperformed on social media between
October 1st – December 31st, 2015
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![Page 4: Coca-Cola Social Media Analysis Q4 2015](https://reader033.fdocuments.us/reader033/viewer/2022042706/5874bcea1a28ab1b098b8b59/html5/thumbnails/4.jpg)
Analysis of
Coca-ColaFacebook Page
Oct 01, 2015 - Dec 31, 2015
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Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY
12,649,656 37,008 .29%United
States
Coca-Cola
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Engagement Score Total Fan Posts
796 4,350
Total Posts Brand Response Rate
41 4.99%
Total Likes Avg. Reply Time
1,496,609 16 hrs, 22 mins
Total Comments General Sentiment
26,328 Neutral
Total Shares
149,371
Most Engaging Content Type
Photos
Least Engaging Content Type
Question to fans
BRAND POSTS FAN POSTS
Brand Overview
CONTENT & CAMPAIGNS
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12,350K
12,400K
12,450K
12,500K
12,550K
12,600K
12,650K
12,700K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
12,649,656
New Fans
37,008
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Engagement
0
250
500
750
1,000
1,250
Coca-Cola had an average engagement score of 796 and a highest of 1000.
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Community Analysis
Coca-Cola fans are largely from United States followed by Mexico.
Distribution of Fans
0K 2,000K 4,000K 6,000K 8,000K 10,000K 12,000K 14,000K
United States
Mexico
Brazil
Puerto Rico
France
Philippines
India
Argentina
United Kingdom
New Zealand
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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
Coca-Cola 8
16-ounce glass 3
Coke 3
HappyHalloween 2
ThomasEdison 2
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46%
54%
Brand Participation Brand Non Participation
Brand Posts - EngagementCoca-Cola responded to 19 conversations generated by the 41 Posts they published.
Brand Responses
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Most Engaging Brand Posts
18-DEC-15, FRI 2:59AM
Luke is missing. What if he's encased in carbonation? #WheresLuke #StarWarsTheForceAwakens
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 211,125 2,263 18,480 Positive
17-DEC-15, THU 6:05PM
Only Santa knows which side Luke is on. #StarWarsTheForceAwakens
11-NOV-15, WED 7:00AM
To our heroes. #VeteransDay
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
1,000 229,607 2,077 16,840 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
991 138,770 713 8,189 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
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 10
0 200 400 600 800 1,000
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
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Top Keywords Used Frequency
Coca-Cola 2615
Coke 549
post 528
time 285
Christmas 228
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
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Coca-Cola responded to 217 conversations generated by the 4,350 Posts fans published.
Coca-Cola appears to participate more when Fan conversations have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
5%
95%
Brand Participation Brand Non Participation
31%
8%
61%
Posititve Negative Neutral
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Most of Coca-Cola posts were around 'Engagement-oriented posts', and posts around 'Photos' received the highest engagement.
Content Intel
0 2 4 6 8 10 12
0 200 400 600 800 1000 1200
Brand News
Others
Event
Engagement-oriented…
Corporate Social…
Ad Campaigns
Photos
Special Offer
Fan-specific content
Recipes/Product Updates
Contest
Question to fans
Festival/Greetings
Facebook App
Number of Posts
Engagement Score
Engagement Score Number of Posts
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In Coca-Cola Posts about Food/Beverage, Recipe posts received the highest engagement.
In Coca-Cola Posts about General Happenings, the category Entertainment received the highest engagement.
Content Intel
0 1 2
0 500 1000 1500
Fact
Others
Recipe
Event
Question to fans
News
Like…
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 2 4 6 8
0 500 1000 1500
On Social Media
On Sports
Others
Entertainment
Question to fans
Festival/Greetings
Current Affairs
Number of Posts
Engagement Score
Engagement Score Number of Posts
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Campaign Intel
0 1 2 3 4
0 200 400 600 800 1000 1200
#CokeMocktails
#StarWarsTheForceAwakens
#HappyHalloween
Number of Posts
Engagement Score
Engagement Score Number of Posts
This is the performance of a selection of BMW campaigns that have been tagged and tracked
by Unmetric and are not restricted to the time period analyzed
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Analysis of
Coca-ColaTwitter Account
Oct 01, 2015 - Dec 31, 2015
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Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
3,164,064 65,279 2.11% Worldwide
Coca-Cola@CocaCola
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Engagement Score
4
Total Proactive Tweets
7,435
Retweets Total
8
Replies Total
25,205
Favorites Total
92,365
Total Mention
72,426
Total Retweets
54,301
Response Rate (%)
32.67%
Average Reply Time (mins)
107
Most Engaging
#StarWarsTheForceAwakens
Most Recent
#CokeMini
BRAND TWEETS USER TWEETS
Brand Overview
BRAND CAMPAIGNS
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3,060K
3,080K
3,100K
3,120K
3,140K
3,160K
3,180K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
3,164,064
New Followers
65,279
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67K
67K
67K
67K
67K
67K
67K
67K
67K
67K
67K
67K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
66,830
New Followees
-113
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Engagement
0
250
500
750
1,000
1,250
Coca-Cola had an average engagement score of 4 and a highest of 964.
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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
7435 8
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5, 4, 3, 2, 1... AHH! Happy 2016! https://t.co/6chrJni0ur
31-Dec-15, Thu 11:58PM
ENGMT. FAV. REPLIES RETWEETS
964 11,561 191 4,036
Top Engaging Tweets
Your courage is an example to us all. #NationalComingOutDay
#ProudToHavePride http://t.co/p5j6XdudNM
Only Santa knows which side Luke is on. #StarWarsTheForceAwakens
https://t.co/DxB3hqIax8
11-Oct-15, Sun 11:26AM
ENGMT. FAV. REPLIES RETWEETS
952 6,694 138 4,019
17-Dec-15, Thu 06:05PM
ENGMT. FAV. REPLIES RETWEETS
925 8,673 206 3,127
NO IMAGE NO IMAGE NO IMAGE
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Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 1000 2000 3000 4000 5000 6000 7000 8000
0 1 2 3 4 5
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types
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0 5000 10000 15000 20000 25000 30000 35000
0 5000 10000 15000 20000 25000 30000 35000
#shareacoke*
#thankyou*
#awesome*
#sponsored*
#goodmorning*
#starwarstheforceawakens*
#nationalcomingoutday*
#proudtohavepride*
#amas*
#gratitude*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags
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0
5000
10000
15000
20000
25000
30000
35000
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
shareacoke thankyou awesome sponsored goodmorning
Spread of Hashtags by day
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0 100 200 300 400 500 600 700 800 900 1000
#amas*
#nationalcomingoutday*
#awesome*
#shareacoke*
#proudtohavepride*
#thankyou*
#goodmorning*
#sponsored*
#gratitude*
#starwarstheforceawakens*
Engagement Score
Hashtags - Engagement
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Average Response Rate : 32.67%
0
2000
4000
6000
8000
10000
12000
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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Average Reply Time : 1 hours 47 minutes
0
20000
40000
60000
80000
100000
120000
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
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Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
5000
10000
15000
20000
25000
Request ForDirect
Message
Request ForContact
Request ForView a Link
Request ForEmail
BrandApology
Plain Text
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0
2000
4000
6000
8000
10000
12000
14000
16000
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week
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0
1000
2000
3000
4000
5000
6000
7000
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 : 54,301
-4,000
-2,000
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
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: 72,426
-4,000
-2,000
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
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
CNN 23,854,833 2
CNN en Español 12,490,897 1
Reuters Top News 12,143,594 1
Android 8,827,551 1
Hootsuite 7,582,240 1
TOP 5 INFLUENCERS
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