Coca-Cola Social Media Analysis Q4 2015

Coca-Colaon Social MediaOct 01 2015 - Dec 31 2015

Cover Image Courtesy of Coca Cola FB

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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Analysis of

Coca-ColaFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY

12,649,656 37,008 .29%United

States

Coca-Cola

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

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

Engagement

0

250

500

750

1,000

1,250

Coca-Cola had an average engagement score of 796 and a highest of 1000.

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

0

1

1

2

2

3


Brand Posts

Top keywords used Frequency

Coca-Cola 8

16-ounce glass 3

Coke 3

HappyHalloween 2

ThomasEdison 2

46%

54%

Brand Participation Brand Non Participation

Brand Posts - EngagementCoca-Cola responded to 19 conversations generated by the 41 Posts they published.

Brand Responses

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

http://www.facebook.com/820882001277849/posts/1140449592654420



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


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

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

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


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


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


Campaign Intel

0 1 2 3 4

0 200 400 600 800 1000 1200

#CokeMocktails

#StarWarsTheForceAwakens

#HappyHalloween

Number of Posts

Engagement Score


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

Analysis of

Coca-ColaTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

3,164,064 65,279 2.11% Worldwide

Coca-Cola@CocaCola

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

3,060K

3,080K

3,100K

3,120K

3,140K

3,160K

3,180K


Follower Growth

Total Followers

3,164,064

New Followers

65,279

67K

67K

67K

67K

67K

67K

67K

67K

67K

67K

67K

67K


Followee Growth

Total Followees

66,830

New Followees

-113

Engagement

0

250

500

750

1,000

1,250

Coca-Cola had an average engagement score of 4 and a highest of 964.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

7435 8

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


952 6,694 138 4,019

17-Dec-15, Thu 06:05PM


925 8,673 206 3,127

NO IMAGE NO IMAGE NO IMAGE

http://www.twitter.com/CocaCola/status/682787845447139328



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

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

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

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

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

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

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

0

2000

4000

6000

8000

10000

12000

14000

16000

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

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

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


Retweets of Brand Tweets Brand Tweets

Retweets

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


Mentions Brand Tweets

Mentions

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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It took minutes to create.

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Coca-Cola Social Media Analysis Q4 2015

Social Media

Transcript of Coca-Cola Social Media Analysis Q4 2015