Amazon Social Media Analysis Q4 2015

Amazonon Social Media

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of Amazon FB

Amazon: Social Media Report

This report looks at how

Amazonperformed on social media between

October 1st – December 31st, 2015

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This report was generated entirely by the

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http://go.unmetric.com/social-media-reports?utm_campaign=reports&utm_content=amazon&utm_source=slideshare&utm_medium=button


Analysis of

AmazonFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

26,488,217 361,374 1.38% WorldwideMostly Older, Female and

Attached.

Amazon.com

Engagement Score Total Fan Posts

43 17,900

Total Posts Brand Response Rate

575 33.63%

Total Likes Avg. Reply Time

381,065 56 mins

Total Comments General Sentiment

163,132 Neutral

Total Shares

99,089

Most Engaging Content Type

Occasion specific deals

Least Engaging Content Type

Photos

Most Prolific Content Type

Brand News

BRAND POSTS FAN POSTS

Brand Overview

CONTENT & CAMPAIGNS

25,900K

26,000K

26,100K

26,200K

26,300K

26,400K

26,500K

26,600K

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

Fan Growth

Total Fans

26,488,217

New Fans

361,374

Engagement

0

250

500

Amazon.com had an average engagement score of 43 and a highest of 262.

Community Analysis

Amazon.com fans are mostly Older, Female and Attached. Amazon.com fans are largely from United States followed by India.

Fan Demographics Distribution of Fans

31%

69%

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% 50%

Single

In a Relationship

Engaged

Married

UnKnown

0K 10,000K 20,000K 30,000K

United States

India

Germany

Mexico

Puerto Rico

United Kingdom

Brazil

Italy

Egypt

New Zealand

0

5

10

15

20

25

30

35

40

45


Brand Posts

Top keywords used Frequency

chance 112

Amazon.com 110

album 109

new photo 100

PURCHASE

NECESSARY

95

55%

45%

Brand Participation Brand Non Participation

84%

2%14%

Posititve Negative Neutral

Brand Posts - Engagement

Amazon.com responded to 319 conversations generated by the 575 Posts they published.

Amazon.com receives more positive than negative vibes from comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

28-OCT-15, WED 11:00AM

Tomorrow is National Cat Day! Post a pic of your pet in the comments, and we’ll share a random selec ..

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

725 18,178 7,070 5,778 Positive

24-DEC-15, THU 12:00PM

Ladies and Gentlemen… The Beatles are now streaming on Amazon Music Listen: http://amzn.to/1QIJ9ym

21-OCT-15, WED 6:55PM

Trust no one. http://amzn.to/1XkXr8s

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

639 46,614 837 3,766 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

625 7,723 1,305 7,027 Positive

NO IMAGE NO IMAGE NO IMAGE

http://www.facebook.com/9465008123/posts/10153387790493124



Brand Posts - Analysis

Brand Post Types Days of the week

0 100 200 300 400 500

0 10 20 30 40 50 60

Photos

Videos

Links

Plain Text

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 50 100 150

0 20 40 60 80

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Top Keywords Used Frequency

Amazon.com 6194

post 4014

Amazon 3991

order 2451

time 2052

User Posts

0

50

100

150

200

250

300

350

400

450

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

Amazon.com responded to 6,019 conversations generated by the 17,900 Posts fans published.

Amazon.com appears to participate more when Fan conversations have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

34%

66%

Brand Participation Brand Non Participation

23%

13%64%

Posititve Negative Neutral

Most of Amazon.com posts were around 'Contest', and posts around 'Occasion specific deals' received the highest engagement.

Content Intel

0 20 40 60 80 100 120 140

0 20 40 60 80 100 120

Brand News

Others

Event

Corporate Social…

Recipes

Ad Campaigns

Store-specific Updates

Photos

Deals/Offers

Occasion specific deals

Contest

Question to fans

Facebook App

Engagement Oriented…

Number of Posts

Engagement Score


In Amazon.com Posts about Retail Chains, News posts received the highest engagement.

In Amazon.com Posts about General Happenings, the category Others received the highest engagement.

Content Intel

About Retail Chains About General Happenings

0 2 4 6 8

0 50 100 150

Fact

Others

Advice/Tips

Event

Question to fans

News

Like…

Number of Posts

Engagement Score


0 20 40 60 80 100

0 10 20 30 40

On Social Media

On Sports

Others

Entertainment

Question to fans

Festival/Greetings

Current Affairs

Number of Posts

Engagement Score


Campaign Intel

0 2 4 6 8 10

0 50 100 150 200 250 300 350

#BaldwinBowl

#CES2016

#PrimeMusicEchoGiveaway

Number of Posts

Engagement Score


This is the performance of a selection of Amazon campaigns that have been tagged and tracked

by Unmetric and are not restricted to the time period analyzed

Analysis of

AmazonTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

2,195,946 122,404 5.90% Worldwide

Amazon.com@amazon

Engagement Score

42

Total Proactive Tweets

1,744

Retweets Total

165

Replies Total

391

Favorites Total

85,155

Total Mention

1,110,486

Total Retweets

72,959

Response Rate (%)

0.03%

Average Reply Time (mins)

158

BRAND TWEETS USER TWEETS

Brand Overview

2,000K

2,020K

2,040K

2,060K

2,080K

2,100K

2,120K

2,140K

2,160K

2,180K

2,200K

2,220K


Follower Growth

Total Followers

2,195,946

New Followers

122,404

0K

0K

0K

0K

0K

0K

0K

0K


Followee Growth

Total Followees

71

New Followees

4

Engagement

0

250

Amazon.com had an average engagement score of 42 and a highest of 180.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

1744 165

Follow & RT for a chance to win an SSD: https://t.co/fGlXRgrQe3 Rules:

https://t.co/5bGemGafxA #Ama..

12-Nov-15, Thu 10:27AM

ENGMT. FAV. REPLIES RETWEETS

836 316 84 2,012

Top Engaging Tweets

Follow & RT for a chance to win. https://t.co/Zrl6GSReYP Rules:

https://t.co/Xf1YvqZ5VG #AmazonSwee..

Follow & RT for a chance to win Miposaur:

https://t.co/vKCMYbBzZY Rules: https://t.co/Lvd7SuBAir #A..

11-Nov-15, Wed 11:00AM


814 431 202 1,795

27-Nov-15, Fri 08:00AM


806 334 110 1,822

NO IMAGE NO IMAGE NO IMAGE

http://www.twitter.com/amazon/status/664826737499504640



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

0 200 400 600 800 1000 1200 1400 1600 1800 2000

0 20 40 60 80 100 120

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 35 40 45 50

0 5000 10000 15000 20000 25000 30000 35000 40000 45000 50000

#free*

#iartg*

#amazon*

#asmsg*

#amazonsweepstakes*

#kindle*

#scifi*

#romance*

#book*

#mystery*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

5000

10000

15000

20000

25000

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

free iartg amazon asmsg amazonsweepstakes

Spread of Hashtags by day

0 100 200 300 400 500 600

#free*

#iartg*

#mystery*

#scifi*

#book*

#romance*

#amazonsweepstakes*

#asmsg*

#kindle*

#amazon*

Engagement Score

Hashtags - Engagement

Average Response Rate : 0.03%

0

5000

10000

15000

20000

25000

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 : 2 hours 38 minutes

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-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

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

20000

40000

60000

80000

100000

120000

140000

160000

180000

200000

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

10000

20000

30000

40000

50000

60000

70000

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 : 72,959

-500

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 1,110,486

-5,000

0

5,000

10,000

15,000

20,000

25,000


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

Oprah Winfrey 31,695,559 1

One Direction 27,630,510 1

CNN 23,773,120 7

CNN en Español 12,464,767 4

TIME.com 9,917,882 1

TOP 5 INFLUENCERS

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This report was generated entirely by the

Unmetric Reporting Engine.

It took minutes to create.

Create Your FreeSocial Media Report Now



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Amazon Social Media Analysis Q4 2015

Social Media

Transcript of Amazon Social Media Analysis Q4 2015