Godiva Social Media Analysis Q4 2015

GodivaSocial Media Report

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of Godiva Fb

Godiva: Social Media Report

This report looks at how Godiva

performed on social media between

October 1st – December 31st, 2015

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Analysis of

GodivaFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

535,920 14,554 2.79% WorldwideMostly Older, Female and

Attached.

Godiva

Engagement Score Total Fan Posts

399 473

Total Posts Brand Response Rate

61 15.86%

Total Likes Avg. Reply Time

62,027 2 days, 13 hrs, 19 mins

Total Comments General Sentiment

1,308 Neutral

Total Shares

4,949

BRAND POSTS FAN POSTS

Brand Overview

510K

515K

520K

525K

530K

535K

540K

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

Fan Growth

Total Fans

535,920

New Fans

14,554

Engagement

0

250

500

750

1,000

Godiva had an average engagement score of 399 and a highest of 905.

Community Analysis

Godiva fans are mostly Older, Female and Attached. Godiva fans are largely from United States followed by Taiwan.

Fan Demographics Distribution of Fans

0% 10% 20% 30%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 10% 20% 30% 40%

Single

In a Relationship

Engaged

Married

0K 100K 200K 300K 400K

United States

Taiwan

Puerto Rico

Brazil

Malaysia

Japan

Philippines

Canada

India

0

1

1

2

2

3

3

4


Brand Posts

Top keywords used Frequency

hot chocolate 17

holiday 16

cup 13

Shop 9

chocolate 9

31%

69%

Brand Participation Brand Non Participation

87%

0% 13%

Posititve Negative Neutral

Brand Posts - Engagement

Godiva responded to 19 conversations generated by the 61

Posts they published.

Godiva receives more positive than negative vibes from

comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

08-DEC-15, TUE 5:03PM

Why not give back while enjoying some hot chocolate, like FashionIndie.com?

Head to your local GOD ..

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

972 7,176 154 567 Positive

13-DEC-15, SUN 10:14AM

The always fashionable Wendy's

Lookbook used the rich chocolate hue of

GODIVA hot chocolate as outfi ..

09-DEC-15, WED 12:14PM

Our mouths are watering over the

#GivingGODIVA hot chocolate sundaes

that The House That Lars Built ..

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

905 6,848 63 183 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

896 4,394 71 386 Positive

NO

IMAGE

NO

IMAGE

NO

IMAGE

http://www.facebook.com/43530744461/posts/10153683931094462



Brand Posts - Analysis

Brand Post Types Days of the week

0 10 20 30 40 50 60

0 100 200 300 400 500

Photos

Videos

Plain Text

Links

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 5 10 15

0 100 200 300 400 500 600

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Top Keywords Used Frequency

GODIVA Godiva

Chocolatier JBR

53

GivingGodiva 50

child labor 48

Chocolatier 37

GiveGODIVA Twitter

Party today

29

User Posts

0

5

10

15

20

25

30

35

40

45

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

Godiva responded to 75 conversations generated by the 473

Posts fans published.

Godiva appears to participate more when Fan conversations

have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

16%

84%

Brand Participation Brand Non Participation

20%

14%

66%

Posititve Negative Neutral

Most of Godiva posts were around 'Corporate Social Responsibility', and posts around 'Corporate Social Responsibility'

received the highest engagement.

Content Intel

0 2 4 6 8 10 12 14 16

0 100 200 300 400 500 600 700 800

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


In Godiva Posts about Food/Beverage, Others posts received

the highest engagement.

In Godiva Posts about General Happenings, the category

Question to fans received the highest engagement.

Content Intel

About Food/Beverage About General Happenings

0 2 4 6 8

0 50 100 150

Fact

Others

Recipe

Event

Question to fans

News

Like…

Number of Posts

Engagement Score


0 1 2 3

0 50 100 150 200

On Social Media

On Sports

Others

Entertainment

Question to fans

Festival/Greetings

Current Affairs

Number of Posts

Engagement Score


Campaign Intel – 3 most recent campaigns

Oct 01, 2015 - Dec 31, 2015

0 2 4 6 8 10 12 14 16 18 20

0 100 200 300 400 500 600

#LoveGODIVA

Valentine's Day

Mother's Day Gift Guide

Number of Posts

Engagement Score


Analysis of

Godiva ChocolateTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

43,769 2,950 7.23% United States

Godiva Chocolate@GODIVA

Engagement Score

366

Total Proactive Tweets

39

Retweets Total

1

Replies Total

362

Favorites Total

1,806

Total Mention

9,620

Total Retweets

803

Total Replies

0

Response Rate (%)

3.71%

Average Reply Time (mins)

1810

BRAND TWEETS USER TWEETS

Brand Overview

39K

40K

40K

41K

41K

42K

42K

43K

43K

44K

44K


Follower Growth

Total Followers

43,769

New Followers

2,950

1K

1K

1K

1K

1K

1K

1K


Followee Growth

Total Followees

715

New Followees

15

Engagement

0

250

500

750

1,000

Godiva Chocolate had an average engagement score of 366 and a highest of 732.

0

5

10

15

20

17-Nov 24-Nov 1-Dec 8-Dec 15-Dec 22-Dec 29-Dec

Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

39 1

Get in the holiday spirit with

@TheWholeTara! Enjoy sweet

treats from GODIVA this season.

#GivingGO..

20-Dec-15, Sun 10:17AM

ENGMT. FAV. REPLIES RETWEETS

732 93 1 58

Top Engaging Tweets

Join @emmyrossum & @robertsemma

by #GivingGODIVA! Buy a cup of

hot cocoa in store, $1 goes to

#Toys..

Have a delicious #GivingTuesday! For

every cup of hot cocoa bought in

store through 12/15, $1 goes ..

04-Dec-15, Fri 12:54PM


686 89 3 49

01-Dec-15, Tue 02:25PM


652 60 6 45

NO IMAGE NO IMAGE NO IMAGE

http://www.twitter.com/GODIVA/status/678594975693709312



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

0 5 10 15 20 25 30 35

0 50 100 150 200 250 300 350 400 450

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 5 10 15 20 25 30

0 500 1000 1500 2000 2500 3000 3500 4000 4500

#givinggodiva*

#godivaquikly

#givegodiva*

#ad*

#win*

#sk*

#pmedia*

#chocolate*

#toysfortots*

#godivapartner

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

500

1000

1500

2000

2500

3000

3500

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

givinggodiva godivaquikly givegodiva ad win

Spread of Hashtags by day

0 50 100 150 200 250 300 350 400 450

#sk*

#godivapartner

#chocolate*

#givegodiva*

#toysfortots*

#pmedia*

#givinggodiva*

#ad*

#win*

#godivaquikly

Engagement Score

Hashtags - Engagement

Average Response Rate : 3.71%

0

500

1000

1500

2000

2500

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 6 hours 10 minutes

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

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

50

100

150

200

250

300

350

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

500

1000

1500

2000

2500

3000

3500

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

500

1000

1500

2000

2500

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 : 803

-50

0

50

100

150

200

250


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 9,620

-500

0

500

1,000

1,500

2,000

2,500


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

Emma Roberts 3,504,299 1

Jesse Millette 1,324,639 1

Nikki DelanoXXX 640,449 1

Stylist Magazine 605,305 1

Emmy Rossum 527,111 1

TOP 5 INFLUENCERS

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Godiva Social Media Analysis Q4 2015

Social Media

Transcript of Godiva Social Media Analysis Q4 2015