axa social media analysis q4 2015
TRANSCRIPT
AXAon Social MediaOct 01 2015 - Dec 31 2015
Cover Image Courtesy of AXA Twitter
AXA: Social Media Report
This report looks at how
AXAperformed on social media between
October 1st – December 31st, 2015
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Analysis of
AXA EquitableFacebook Page
Oct 01, 2015 - Dec 31, 2015
Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
43,996 5,242 13.53%United
States
Mostly Older, Female and
Attached.
AXA Equitable
Engagement Score
849
Total Posts
69
Total Likes
34,410
Total Comments
530
Total Shares
2,728
BRAND POSTS
Brand Overview
36K
37K
38K
39K
40K
41K
42K
43K
44K
45K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
43,996
New Fans
5,242
Engagement
0
250
500
750
1,000
1,250
AXA Equitable had an average engagement score of 849 and a highest of 1000.
Community Analysis
AXA Equitable fans are mostly Older, Female and Attached. AXA Equitable fans are largely from United States followed by
Mexico.
Fan Demographics Distribution of Fans
43%
57%
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%
Single
In a Relationship
Engaged
Married
UnKnown
0K 10K 20K 30K 40K 50K
United States
Mexico
Philippines
India
Indonesia
Puerto Rico
France
Morocco
United Kingdom
0
1
1
2
2
3
3
4
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
AXAisms 11
steps 8
success 8
global graduate
program
6
next step 6
9%
91%
Brand Participation Brand Non Participation
55%
4%
41%
Posititve Negative Neutral
Brand Posts - Engagement
AXA Equitable responded to 6 conversations generated by the
69 Posts they published.
AXA Equitable receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts
Most Engaging Brand Posts
18-NOV-15, WED 10:00AM
Celebrate the steps you've taken instead
of focusing on the ones you haven't.
http://go.axa.com/1kEB ..
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 3,961 73 324 Positive
11-NOV-15, WED 1:00PM
The most significant step in your financial
journey may be the next one you take.
Take the next step ..
11-NOV-15, WED 12:22PM
Action is the fundamental key to success.
Take the next step in the growth of your
business and visi ..
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
1,000 2,761 22 113 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 2,588 16 261 Positive
NO
IMAGE
NO
IMAGE
NO
IMAGE
Brand Posts - Analysis
Brand Post Types Days of the week
0 5 10 15 20 25 30 35 40
0 200 400 600 800 1,000 1,200
Photos
Links
Plain Text
Videos
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15
0 200 400 600 800 1,000 1,200
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
Analysis of
AXA EquitableTwitter Account
Oct 01, 2015 - Dec 31, 2015
Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
15,927 456 2.95% United States
AXA Equitable@AXA_US
Engagement Score
172
Total Proactive Tweets
123
Retweets Total
6
Replies Total
10
Favorites Total
1,320
Total Mention
205
Total Retweets
383
Response Rate (%)
4.88%
Average Reply Time (mins)
1512
BRAND TWEETS USER TWEETS
Brand Overview
15K
15K
15K
16K
16K
16K
16K
16K
16K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
15,927
New Followers
456
3K
3K
3K
3K
3K
3K
3K
3K
3K
3K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
2,966
Engagement
0
250
500
750
1,000
AXA Equitable had an average engagement score of 172 and a highest of 881.
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
123 6
What's the most effective and enjoyable
way to reach your financial goals?
Small, manageable steps...
05-Nov-15, Thu 07:53PM
ENGMT. FAV. REPLIES RETWEETS
998 799 22 50
Top Engaging Tweets
No one can go back and make a brand
new start, but anyone can start now
and make a brand new ending..
Challenges make life interesting.
Overcoming them is what makes it
meaningful. #AXAisms https://t.c..
15-Dec-15, Tue 10:19AM
ENGMT. FAV. REPLIES RETWEETS
996 237 1 104
16-Dec-15, Wed 10:00AM
ENGMT. FAV. REPLIES RETWEETS
778 130 1 21
NO IMAGE NO IMAGE NO IMAGE
Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 20 40 60 80 100 120 140
0 20 40 60 80 100 120 140 160 180 200
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types
0 1 2 3 4 5 6 7 8
0 20 40 60 80 100 120 140 160
#axaisms
#scholarship*
#classof2016*
#bestglobalbrands*
#climatechange*
#communityservice*
#cop21*
#axaachievement*
#college*
#retirement*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags
0
10
20
30
40
50
60
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
axaisms scholarship classof2016 bestglobalbrands climatechange
Spread of Hashtags by day
0 100 200 300 400 500 600 700 800
#retirement*
#axaisms
#scholarship*
#bestglobalbrands*
#college*
#classof2016*
#axaachievement*
#cop21*
#climatechange*
#communityservice*
Engagement Score
Hashtags - Engagement
Average Response Rate : 4.88%
0
1
2
3
4
5
6
7
8
9
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
Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
1
2
3
4
5
6
7
Request ForDirect
Message
Request ForContact
Request ForView a Link
Request ForEmail
BrandApology
Plain Text
0
5
10
15
20
25
30
35
40
45
50
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week
0
5
10
15
20
25
30
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 : 383
-20
0
20
40
60
80
100
120
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: 205
-1
0
1
2
3
4
5
6
7
8
9
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
Habit Design® 124,471 1
RiskRank®, RISK Ltd™ 96,832 1
sree sreenivasan 74,429 1
Get Schooled 61,557 4
HoneymoonGondol 61,320 1
TOP 5 INFLUENCERS
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