Gucci Social Media Analysis Q4 2015

GUCCIon Social MediaOct 01 2015 - Dec 31 2015

Cover Image Courtesy of Gucci FB

GUCCI: Social Media Report

This report looks at how

GUCCIperformed on social media between

October 1st – December 31st, 2015

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Analysis of

GUCCIFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

15,154,987 309,385 2.08%United

States

Mostly Older, Female and

Attached.

GUCCI

Engagement Score |

32

Total Posts

169

Total Likes

143,197

Total Comments

3,843

Total Shares

13,544

BRAND POSTS

Brand Overview

14,650K

14,700K

14,750K

14,800K

14,850K

14,900K

14,950K

15,000K

15,050K

15,100K

15,150K

15,200K

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

Fan Growth

Total Fans

15,154,987

New Fans

309,385

Engagement

0

250

GUCCI had an average engagement score of 32 and a highest of 147.

Community Analysis

GUCCI fans are mostly Older, Female and Attached. GUCCI fans are largely from United States followed by Mexico.

Fan Demographics Distribution of Fans

46%

54%

male female

0% 10% 20% 30% 40%

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 500K 1,000K 1,500K 2,000K 2,500K 3,000K

United States

Mexico

Italy

India

France

Malaysia

United Kingdom

Brazil

Pakistan

Korea

0

1

2

3

4

5

6


Brand Posts

Top keywords used Frequency

Alessandro Michele 41

Cruise 2016 collection 40

2016 collection 38

Gucci 34

Gucci Gift edit 25

1%

99%

Brand Participation Brand Non Participation

90%

3%7%

Posititve Negative Neutral

Brand Posts - Engagement

GUCCI responded to 2 conversations generated by the 169 Posts they published.

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

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

01-OCT-15, THU 11:42AM

A burst of rose-tinted geraniums in an exclusive print flourishes over the new accessory collection ..

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

224 4,829 108 848 Positive

27-OCT-15, TUE 2:05PM

Featured on the top handle bag from the Cruise 2016 collection designed by Alessandro Michele, the W ..

03-NOV-15, TUE 5:31PM

“#GucciGram is a starting point to tell different stories, which are all united by great freedom. To ..

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

133 4,188 110 306 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

130 4,339 318 168 Positive

NO IMAGE NO IMAGE NO IMAGE

http://www.facebook.com/44596321012/posts/10153549619576013



Brand Posts

Days of the week

0 5 10 15 20 25 30 35

0 5 10 15 20 25 30 35 40 45 50

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score

Engagement Score Number of Posts

Campaign Intel

0 2 4 6 8 10 12 14 16

0 20 40 60 80 100 120

Gucci Tailoring collection

GG Blooms Collection

Fall Winter 2015 collection

Number of Posts

Engagement Score

Engagement Score Number of Posts

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

by Unmetric and are not restricted to the time period analyzed

Analysis of

GucciTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

2,747,012 413,140 17.70% United States

Gucci@gucci

Engagement Score

93

Total Proactive Tweets

429

Retweets Total

3

Favorites Total

73,258

Total Mention

19,578

Total Retweets

47,025

BRAND TWEETS USER TWEETS

Brand Overview

2,100K

2,200K

2,300K

2,400K

2,500K

2,600K

2,700K

2,800K


Follower Growth

Total Followers

2,747,012

New Followers

413,140

0K

0K

0K

0K

0K

0K

0K

0K

0K

0K

0K


Followee Growth

Total Followees

339

New Followees

3

Engagement

0

250

500

750

1,000

Gucci had an average engagement score of 93 and a highest of 933.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

429 3

To accept @onedirection’s awards onstage at @TheAMAs, Harry

Styles wore a #GucciSS16 neck bow and y..

23-Nov-15, Mon 10:51AM

ENGMT. FAV. REPLIES RETWEETS

998 6,623 88 7,971

Top Engaging Tweets

To the @TheAMAs, Harry Styles wore a #GucciSS16 herbarium printed

cotton crêpe suit, black shirt an..

On the @TheAMAs red carpet, Harry Styles wore a #GucciSS16

herbarium printed cotton crêpe suit. htt..

23-Nov-15, Mon 12:16PM


994 5,151 68 6,357

23-Nov-15, Mon 09:02AM


989 4,418 90 5,607

NO IMAGE NO IMAGE NO IMAGE

http://www.twitter.com/gucci/status/668819178573463552



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

0 50 100 150 200 250 300 350 400 450

0 50 100 150 200 250

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 20 40 60 80 100 120

0 1000 2000 3000 4000 5000 6000 7000 8000

#gucciss16*

#guccicruise16*

#guccigift*

#gucci*

#snapchat*

#alessandromichele*

#guccigram*

#ggblooms*

#artandfilm*

#guiltynotguilty*

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

4000

4500

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

gucciss16 guccicruise16 guccigift gucci snapchat

Spread of Hashtags by day

0 50 100 150 200 250 300 350 400 450 500

#guccigift*

#ggblooms*

#alessandromichele*

#gucci*

#guccicruise16*

#snapchat*

#artandfilm*

#guccigram*

#gucciss16*

#guiltynotguilty*

Engagement Score

Hashtags - Engagement

Average Response Rate : 0.0%

0

100

200

300

400

500

600

700

800

900

1000

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

0

500

1000

1500

2000

2500

3000

3500

4000

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

200

400

600

800

1000

1200

1400

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 : 47,025

-5,000

0

5,000

10,000

15,000

20,000

25,000


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 19,578

-200

0

200

400

600

800

1,000


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

Vogue Magazine 10,384,309 10

Sonam Kapoor 8,607,581 1

John Legend 7,628,329 1

InStyle 3,867,262 1

Keith Lemon 3,548,331 2

TOP 5 INFLUENCERS

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Gucci Social Media Analysis Q4 2015

Social Media

Transcript of Gucci Social Media Analysis Q4 2015