Download - UPS Social Media Analysis Q4 2015

UPS on Social Media Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of UPS FB

UPS: Social Media Report

This report looks at how

UPS performed on social media between

October 1st – December 31st, 2015

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Analysis of

UPS Facebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

1,573,013 53,547 3.52% Worldwide

Mostly Older, Female and Attached.

UPS

Engagement Score Total Fan Posts

790 8,804

Total Posts Brand Response Rate

95 59.76%

Total Likes Avg. Reply Time

492,580 39 mins

Total Comments General Sentiment

24,658 Neutral

Total Shares

70,922

Most Engaging Content Type

Corporate Social Responsibility

Least Engaging Content Type

Photo

Most Prolific Content Type

Others

Most Engaging Campaign

UPS Heroes

BRAND POSTS FAN POSTS

Brand Overview

CONTENT & CAMPAIGNS

1,490K

1,500K

1,510K

1,520K

1,530K

1,540K

1,550K

1,560K

1,570K

1,580K

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

Fan Growth

Total Fans

1,573,013

New Fans

53,547

Engagement

0

250

500

750

1,000

1,250

UPS had an average engagement score of 790 and a highest of 1000.

Community Analysis

UPS fans are mostly Older, Female and Attached. UPS fans are largely from United States followed by Turkey.

Fan Demographics Distribution of Fans

38%

62%

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

United States

Turkey

United Kingdom

Mexico

Pakistan

India

Germany

Brazil

France

New Zealand

0

1

1

2

2

3

3

4

4

5


Brand Posts

Top keywords used Frequency

UPS 22

wish 18

story 12

F1 9

UPS driver 9

83%

17%

Brand Participation Brand Non Participation

96%

2%

2%

Posititve Negative Neutral

Brand Posts - Engagement

UPS responded to 79 conversations generated by the 95 Posts they published.

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

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

17-DEC-15, THU 11:16AM

Last year, UPS made Carson a driver for a day. This year, his mom wished for more kids to have the s ..

ENGMT.

LIKES COMMENTS SHARES SENTIMENT

1,000 48,741 3,680 28,529 Positive

14-DEC-15, MON 4:02PM

A day at the beach. A ride on the waves. UPS celebrates the Best Day Foundation for making these uni ..

20-NOV-15, FRI 1:30PM

For years, James Birchfield struggled to leave his own home. Today, he can do so, assistance-free. L ..

ENGMT.


1,000 57,182 786 3,638 Positive

ENGMT.


1,000 82,800 1,637 4,045 Positive

NO IMAGE NO IMAGE NO IMAGE

http://www.facebook.com/154423787905266/posts/1176466159034352


















Brand Posts - Analysis

Brand Post Types Days of the week

0 10 20 30 40 50 60

0 200 400 600 800 1,000

Videos

Photos

Plain Text

Links

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 5 10 15 20 25

0 200 400 600 800 1,000 1,200

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Top Keywords Used Frequency

package 4531

delivery 2067

time 1963

today 1305

customer service 1128

User Posts

0

100

200

300

400

500

600

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

UPS responded to 5,261 conversations generated by the 8,804 Posts fans published.

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

User Posts - Engagement

Brand Responses Sentiment

60%

40%

Brand Participation Brand Non Participation

25%

27%

48%

Posititve Negative Neutral

Most of UPS posts were around 'Others', and posts around 'Corporate Social Responsibility' received the highest engagement.

Content Intel

0 2 4 6 8 10 12 14 16

0 200 400 600 800 1000 1200

Brand News

Fact

Others

Event

Corporate Social…

Photo

Ad Campaigns

Employee Stories

Special Offer

Like This Posts

Question

Contest

Festival/Greetings

Alert or FYI

Facebook App

Number of Posts

Engagement Score


In UPS Posts about General Happenings, the category Festival/Greetings received the highest engagement.

Content Intel

About General Happenings

0 2 4 6 8 10 12

0 100 200 300 400 500 600 700

Social Media/Communication/Marketing

Business

Others

Politics

Local Events

Sports

Social Good/ Cause Related

Leisure/Dining

Question

Entertainment

Festival/Greetings

Current Affairs

Technology

Number of Posts

Engagement Score


Campaign Intel

0 1 2 3 4 5 6 7 8 9

0 100 200 300 400 500 600 700

#ValentinesDay 2016

#UnitedWeSolve

#TEDatUPS

Number of Posts

Engagement Score


Unmetric tracks and tags social media campaigns from UPS. The chart below is a selection of campaigns

that have been tracked and are not restricted to the time period analyzed.

Analysis of

UPS Twitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER GROWTH COUNTRY

146,636 8,321 6.02% Worldwide

UPS @UPS

Engagement Score

190

Total Proactive Tweets

390

Retweets Total

116

Replies Total

254

Favorites Total

20,552

Total Mention

46,555

Total Retweets

8,401

Average Reply Time (mins)

1285

Most Engaging

#WishesDelivered

Most Recent

#WishesDelivered

BRAND TWEETS USER TWEETS

Brand Overview

BRAND CAMPAIGNS

134K

136K

138K

140K

142K

144K

146K

148K


Follower Growth

Total Followers

146,636

New Followers

8,321

7K

7K

7K

7K

7K

8K

8K


Followee Growth

Total Followees

7,685

New Followees

666

Engagement

0

250

500

750

1,000

1,250

UPS had an average engagement score of 190 and a highest of 990.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

390 116

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

0 50 100 150 200 250 300 350 400 450

0 50 100 150 200 250 300

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 50 100 150 200 250 300 350

0 1000 2000 3000 4000 5000 6000

#wishesdelivered*

#ups*

#ad*

#tbt*

#bantrophyhunting*

#boycott*

#tedatups*

#f1*

#unitedwesolve*

#dumpalec*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

100

200

300

400

500

600

700

800

900

1000

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

wishesdelivered ups ad tbt bantrophyhunting

Spread of Hashtags by day

0 100 200 300 400 500 600 700

#boycott*

#bantrophyhunting*

#dumpalec*

#unitedwesolve*

#wishesdelivered*

#ad*

#f1*

#tedatups*

#ups*

#tbt*

Engagement Score

Hashtags - Engagement

Positive Negative Neutral

Customer Service

REPLY ANALYSIS REPLY SENTIMENT

0

20

40

60

80

100

120

140

160

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

10000

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

500

1000

1500

2000

2500

3000

3500

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 : 8,401

-500

0

500

1,000

1,500

2,000

2,500

3,000


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 46,555

-200

0

200

400

600

800

1,000

1,200

1,400

1,600


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

solange knowles 2,268,627 1

Rubens Barrichello 2,178,924 4

Chris Sacca 1,677,040 1

Inc. 1,623,668 10

James McVey 1,553,370 1

TOP 5 INFLUENCERS

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This report was generated entirely by the

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It took minutes to create.

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

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