amazon social media analysis q4 2015
TRANSCRIPT
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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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
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
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
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
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
Engagement Score Number of Posts
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
Engagement Score Number of Posts
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
Engagement Score Number of Posts
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
Engagement Score Number of Posts
Campaign Intel
0 2 4 6 8 10
0 50 100 150 200 250 300 350
#BaldwinBowl
#CES2016
#PrimeMusicEchoGiveaway
Number of Posts
Engagement Score
Engagement Score Number of Posts
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
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
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
2,195,946
New Followers
122,404
0K
0K
0K
0K
0K
0K
0K
0K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
71
New Followees
4
0
5
10
15
20
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
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
ENGMT. FAV. REPLIES RETWEETS
814 431 202 1,795
27-Nov-15, Fri 08:00AM
ENGMT. FAV. REPLIES RETWEETS
806 334 110 1,822
NO IMAGE NO IMAGE NO IMAGE
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
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
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
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
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
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It took minutes to create.
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