social media report - big box retail brands july 2016
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Top Big Box Retail Brands on Social Media
July 1st – July 31st 2016
Big Box Retail Brands: Social Media Report
This Report looks at how
Big Box Retail Brands performed on Social Media between
July 1st – July 31st, 2016
Comparison of
“Big Box Retail“
(Back to School) Facebook Pages Jul 01, 2016 - Jul 31, 2016
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Walmart had the largest fan base of 32,683,356 while Office Depot showed the highest fan growth of 1.44%.
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
1.4%
1.6%
0K 5,000K 10,000K 15,000K 20,000K 25,000K 30,000K 35,000K
Gro
wth
%
Number of Fans
Macy's Kohl's Target OfficeMax Walmart Best Buy Staples Office Depot
Fans
Fans - Geography
Office Depot had the highest PTAT of 1.55% as a percentage of its average number of Fans during this time period.
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
1.4%
1.6%
1.8%
0K 5,000K 10,000K 15,000K 20,000K 25,000K 30,000K 35,000K
Pe
op
le t
alk
ing a
bo
ut (a
s %
of
Fa
ns)
Average Number of Fans
Macy's Kohl's Target OfficeMax Walmart Best Buy Staples Office Depot
Conversations
Office Depot published the greatest number of posts (30). Office Depot had the highest average engagement, with a score of
634.
0 5 10 15 20 25 30 35
0 100 200 300 400 500 600 700
Macy's
Kohl's
Target
Walmart
Best Buy
Staples
Office Depot
Number of Posts
Engagement Score
Engagement Score Number of Posts
Engagement - Posts
Macy's received the most number of Likes (108,129), Walmart got the most number of Comments (7,811) and Kohl's had the
most number of Shares (13,073).
0K 20K 40K 60K 80K 100K 120K
Macy's
Kohl's
OfficeMax
Target
Walmart
Best Buy
Staples
Office Depot
Likes Comments Shares
Engagement Breakdown
Most Engaging Brand Posts Office Depot
29-JUL-16, FRI 3:00PM
Let’s recycle! Bring your old, used binders to
Office Depot® OfficeMax® for instant dollars
off your ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
999 9,122 260 3,437 Positive
Office Depot
19-JUL-16, TUE 9:00AM
Teachers know all too well the importance
of preparation. #GearUpForSchool
Staples
10-JUL-16, SUN 12:00PM
When #SchoolHappens, which is your go-
to: Crayola Sharpie Paper Mate All of the
above?
ENGMT. LIKES COMMENTS SHARES SENTIMENT
989 4,937 712 2,048 Positive
ENGMT. LIKES COMMENTS SHARES SENTIMENT
940 14,914 414 738 Positive
Most Engaging Brand Posts Office Depot
30-JUL-16, SAT 12:00PM
We appreciate teachers and all they do! Stop
in until August 2nd for a FREE VIP card worth
20% off s ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
915 3,931 248 1,076 Positive
Office Depot
15-JUL-16, FRI 12:00PM
For those of us lucky enough to have
Summer Fridays, planning with TUL® is a
must. #GearUpForGreat
Staples
09-JUL-16, SAT 12:00PM
You could win a $50K scholarship plus a trip to
meet Katy Perry #StaplesforStudents
Learn More: h ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
869 10,006 114 250 Positive
ENGMT. LIKES COMMENTS SHARES SENTIMENT
869 2,245 678 1,198 Positive
Target's Facebook Page saw the highest number of Fan posts (4,755).
0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000
Macy's
Kohl's
Target
Walmart
Best Buy
Staples
Office Depot
Number of Fan Posts
Fan Posts
Best Buy received the highest percentage of Positive Sentiment (47.00%).
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Macy's
Kohl's
Target
Walmart
Best Buy
Staples
Office Depot
Negative Neutral Positive
Sentiment Analysis
Best Buy responded to the highest percentage of Fan posts (77.67%).
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
0 200 400 600 800 1000 1200 1400 1600
% o
f F
an
Po
sts
Bra
nd
Re
sp
on
de
d t
o
Average Response Time (mins)
Macy's Kohl's Target Walmart Best Buy Staples Office Depot
Brand Responses
Office Depot published the most with 30 posts.
31%
2%
12%
24%
5%
19%
7%
0%
Office Depot Target Kohl's Staples Best Buy Macy's Walmart OfficeMax
Share Of Voice – Volume of Posts
Macy's received the largest volume of Likes (108,129).
25%
1%
13%
12%
0%
33%
16%
0%
Office Depot Target Kohl's Staples Best Buy Macy's Walmart OfficeMax
Share Of Voice – Likes
Walmart received the largest volume of Comments (7,811).
12%
8%
8%
26%
3%
7%
36%
0%
Office Depot Target Kohl's Staples Best Buy Macy's Walmart OfficeMax
Share Of Voice – Comments
Kohl's received the largest volume of Shares (13,073).
27%
1%
35%
10%
0%
10%
17%
0%
Office Depot Target Kohl's Staples Best Buy Macy's Walmart OfficeMax
Share Of Voice – Shares
Office Depot had the most Promoted Posts, while Macy's had the most Organic Posts.
Promoted/Organic: Volume of Brand Posts
Office Depot's Promoted Posts had the highest engagement, while Kohl's had the highest engaging Organic Posts.
Promoted/Organic: Engagement
Office Depot published the highest number of Promoted Posts while Walmart saw the biggest surge in engagement.
Promoted/Organic: Effect on Engagement
During this time period, #FightHunger 2016 was the most engaging run by Walmart. Target published the most (8) in its Deal
Days of Summer campaign.
0 1 2 3 4 5 6 7 8 9
0 100 200 300 400 500 600 700 800 900
#macyslove(Macy's)
#MakeMothersDay(Kohl's)
Deal Days of
Summer(Target)
#FightHunger
2016(Walmart)
#CES2016(Best Buy)
Black Friday deals(Staples)
Black Friday 2014(Office
Depot)
Number of Posts
Engagement Score
Engagement Score Number of Posts
Campaign Comparison
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Analysis of
Kohl's Facebook Page
Jul 01, 2016 - Jul 31, 2016
Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
11,566,854 3,883 .03% United
States
Mostly Older, Female and
Attached.
Kohl's
Engagement Score Total Fan Posts
287 675
Total Posts Brand Response Rate
12 68.89%
Total Likes Avg. Reply Time
42,693 4 hrs, 11 mins
Total Comments General Sentiment
1,678 Neutral
Total Shares
13,073
Most Engaging Campaign
#everydayawesome
Most Recent Campaign
Jennifer Lopez collection
BRAND POSTS FAN POSTS
Brand Overview
CONTENT & CAMPAIGNS
11,561K
11,562K
11,563K
11,564K
11,565K
11,566K
11,567K
11,568K
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul
Fan Growth
Total Fans
11,566,854
New Fans
3,883
Engagement
0
250
500
750
1,000
1-Jul 5-Jul 9-Jul 13-Jul 17-Jul 21-Jul 25-Jul 29-Jul
Kohl's had an average engagement score of 287 and a highest of 864.
Community Analysis
Kohl's fans are mostly Older, Female and Attached. Kohl's fans are largely from United States followed by Mexico.
Fan Demographics Distribution of Fans
15%
85%
male female
0% 10% 20% 30% 40%
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 5,000K 10,000K 15,000K
United States
Mexico
Canada
Egypt
Puerto Rico
India
Philippines
United Kingdom
Pakistan
Belgium
0
1
1
2
2
3
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul
Brand Posts
Top keywords used Frequency
friends 2
family 2
BigPlans 2
One perfect summer
shirt
2
good grades 1
83%
17%
Brand Participation Brand Non Participation
91%
0% 9%
Posititve Negative Neutral
Brand Posts - Engagement
Kohl's responded to 10 conversations generated by the 12 Posts
they published.
Kohl's receives more positive than negative vibes from comments
on their Posts.
Brand Responses Sentiment of Brand Posts
Most Engaging Brand Posts
01-JUL-16, FRI 1:10PM
Light, healthy and easy—your search for the
perfect summer salad ends here. Get the
recipe: http:// ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
864 6,254 580 7,991 Positive
16-JUL-16, SAT 4:00PM
You'll be a peach if you make these
cupcakes for your next summer cookout. Try
it at home: http://oa ..
16-JUL-16, SAT 3:00PM
They’ve got good style. Now it’s time to get
good grades.
ENGMT. LIKES COMMENTS SHARES SENTIMENT
677 3,609 462 4,468 Positive
ENGMT. LIKES COMMENTS SHARES SENTIMENT
357 17,465 121 165 Positive
NO IMAGE NO IMAGE NO IMAGE
Brand Posts - Analysis
Brand Post Types Days of the week
0 2 4 6 8
0 100 200 300 400
Links
Videos
Photos
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3 4
0 200 400 600 800 1,000
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
Top Keywords Used Frequency
store 136
customer service 130
order 113
time 98
items 94
User Posts
0
5
10
15
20
25
30
35
40
45
50
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Positive Neutral Negative
Kohl's responded to 465 conversations generated by the 675
Posts fans published.
Kohl's appears to participate more when Fan conversations have
greater negative vibes than positive.
User Posts - Engagement
Brand Responses Sentiment
69%
31%
Brand Participation Brand Non Participation
23%
23%
54%
Posititve Negative Neutral
Campaign Intel – 3 most recent campaigns
Entire Campaign
0 1 2 3 4 5 6
0 20 40 60 80 100 120 140 160 180
#MakeMothersDay
#Cap75AtKohls
#MustREEDxKohls
Number of Posts
Engagement Score
Engagement Score Number of Posts
Take a look at the latest campaigns run by Walmart (not restricted to the period studied).
Analysis of
Office Depot Facebook Page
Jul 01, 2016 - Jul 31, 2016
Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
1,031,782 14,695 1.44% United
States
Mostly Older, Male and
Attached.
Office Depot
Engagement Score Total Fan Posts
634 186
Total Posts Brand Response Rate
30 56.45%
Total Likes Avg. Reply Time
83,105 1 day, 9 mins
Total Comments General Sentiment
2,480 Neutral
Total Shares
9,815
Most Engaging Campaign
Cyber Monday 2014
Most Recent Campaign
Cyber Monday 2014
BRAND POSTS FAN POSTS
Brand Overview
CONTENT & CAMPAIGNS
1,005K
1,010K
1,015K
1,020K
1,025K
1,030K
1,035K
1-Jul 3-Jul 5-Jul 7-Jul 9-Jul 11-
Jul
13-
Jul
15-
Jul
17-
Jul
19-
Jul
21-
Jul
23-
Jul
25-
Jul
27-
Jul
29-
Jul
31-
Jul
Fan Growth
Total Fans
1,031,782
New Fans
14,695
Engagement
0
250
500
750
1,000
1,250
1-Jul 5-Jul 9-Jul 13-Jul 17-Jul 21-Jul 25-Jul 29-Jul
Office Depot had an average engagement score of 634 and a highest of 999.
Community Analysis
Office Depot fans are mostly Older, Male and Attached. Office Depot fans are largely from United States followed by
Mexico.
Fan Demographics Distribution of Fans
51%
49%
male female
0% 10% 20% 30%
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 200K 400K 600K 800K 1,000K
United States
Mexico
Puerto Rico
United Kingdom
Canada
Philippines
Italy
Spain
Pakistan
0
1
1
2
2
3
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul
Brand Posts
Top keywords used Frequency
GearUpForGreat 19
school 5
team 3
Teachers 2
Let’s 2
83%
17%
Brand Participation Brand Non Participation
97%
0%
3%
Posititve Negative Neutral
Brand Posts - Engagement
Office Depot responded to 25 conversations generated by the 30
Posts they published.
Office Depot receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts
Most Engaging Brand Posts
29-JUL-16, FRI 3:00PM
Let’s recycle! Bring your old, used binders to
Office Depot® OfficeMax® for instant dollars
off your ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
999 9,122 260 3,437 Positive
19-JUL-16, TUE 9:00AM
Teachers know all too well the importance of
preparation. #GearUpForSchool
30-JUL-16, SAT 12:00PM
We appreciate teachers and all they do!
Stop in until August 2nd for a FREE VIP
card worth 20% off s ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
989 4,937 712 2,048 Positive
ENGMT. LIKES COMMENTS SHARES SENTIMENT
915 3,931 248 1,076 Positive
NO IMAGE NO IMAGE
Brand Posts - Analysis
Brand Post Types Days of the week
0 2 4 6 8 10 12 14
0 200 400 600 800
Photos
Links
Videos
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3 4 5 6
0 200 400 600 800 1,000
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
Top Keywords Used Frequency
Office Depot 80
store 68
sale 31
day 28
year 24
User Posts
0
2
4
6
8
10
12
14
16
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2-J
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4-J
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Positive Neutral Negative
Office Depot responded to 105 conversations generated by the
186 Posts fans published.
Office Depot appears to participate more when Fan conversations
have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
56%
44%
Brand Participation Brand Non Participation
36%
27%
37%
Posititve Negative Neutral
Campaign Intel – Most recent campaigns
Entire Campaign
0 1 2 3 4 5 6 7
0 50 100 150 200 250 300
Black Friday 2014
Cyber Monday 2014
Number of Posts
Engagement Score
Engagement Score Number of Posts
Take a look at the latest campaigns run by Walmart (not restricted to the period studied).
Analysis of
Walmart Facebook Page
Jul 01, 2016 - Jul 31, 2016
Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
32,683,356 13,527 .04% United
States
Mostly Older, Female and
Attached.
Walmart
Engagement Score Total Fan Posts
194 3,597
Total Posts Brand Response Rate
7 48.04%
Total Likes Avg. Reply Time
54,603 16 hrs, 58 mins
Total Comments General Sentiment
7,812 Neutral
Total Shares
6,153
Most Engaging Content Type
Engagement Oriented Posts
Least Engaging Content Type
Brand News
Most Prolific Content Type
Engagement Oriented Posts
Most Engaging Campaign
#FightHunger 2016
Most Recent Campaign
Mother's Day
BRAND POSTS FAN POSTS
Brand Overview
CONTENT & CAMPAIGNS
32,660K
32,665K
32,670K
32,675K
32,680K
32,685K
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul
Fan Growth
Total Fans
32,683,356
New Fans
13,527
Engagement
0
250
500
750
1,000
1-Jul 5-Jul 9-Jul 13-Jul 17-Jul 21-Jul 25-Jul 29-Jul
Walmart had an average engagement score of 194 and a highest of 734.
Community Analysis
Walmart fans are mostly Older, Female and Attached. Walmart fans are largely from United States followed by Mexico.
Fan Demographics Distribution of Fans
36%
64%
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 10,000K 20,000K 30,000K 40,000K
United States
Mexico
Puerto Rico
Canada
India
Brazil
Iran
Philippines
United Kingdom
Bahamas
0
1
1
2
2
3
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul
Brand Posts
Top keywords used Frequency
Save money 2
items 2
stylish back 1
Encuéntralos 1
more info 1
Most Engaging Brand Posts
15-JUL-16, FRI 4:59PM
Catch some great deals on plush Pokémon
toys and tell us what Pokémon you've found
in our stores. #P ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
734 47,950 6,511 5,553 Positive
12-JUL-16, TUE 6:08PM
Save money on all the stylish back-to-school
accessories, like 2-pocket Character
Backpacks.
27-JUL-16, WED 5:31PM
With everyday low prices on boys' apparel,
your kid can get in character just in time for
school.
ENGMT. LIKES COMMENTS SHARES SENTIMENT
46 1,593 382 132 Positive
ENGMT. LIKES COMMENTS SHARES SENTIMENT
39 1,421 285 124 Positive
NO IMAGE NO IMAGE NO IMAGE
Brand Posts - Analysis
Brand Post Types Days of the week
0 1 2 3 4 5 6
0 100 200 300 400 500 600
Videos
Photos
Plain Text
Links
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3 4
0 200 400 600 800
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
Top Keywords Used Frequency
Walmart 1911
time 562
items 367
today 362
customer service 353
User Posts
0
20
40
60
80
100
120
140
160
180
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Positive Neutral Negative
Walmart responded to 1,728 conversations generated by the
3,597 Posts fans published.
Walmart appears to participate more when Fan conversations
have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
48%
52%
Brand Participation Brand Non Participation
23%
22%
55%
Posititve Negative Neutral
Most of Walmart posts were around 'Engagement Oriented Posts', and posts around 'Engagement Oriented Posts' received the
highest engagement.
Content Intel
0 1 2 3
0 100 200 300 400 500 600
Brand News
Ad Campaigns
Engagement Oriented Posts
Number of Posts
Engagement Score
Engagement Score Number of Posts
Campaign Intel
Entire Campaign
0 1 2 3 4 5 6
0 100 200 300 400 500 600 700 800 900
#FightHunger 2016
Easter 2016
#SinfulKingKylie
Number of Posts
Engagement Score
Engagement Score Number of Posts
Take a look at the latest campaigns run by Walmart (not restricted to the period studied).
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