butterfinger social media analysis q4 2015

ButterfingerSocial Media Report

Oct 01 2015 - Dec 31 2015

Cover image courtesy of Butterfinger FB

Butterfinger: Social Media Report

This report looks at Butterfinger’sperformance on social media between

October 1st – December 31st, 2015

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Analysis of

ButterfingerFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

1,988,023 -486 -.02%United

States

Mostly Young, Female

and Single

Butterfinger

Engagement Score Total Fan Posts

981 517

Total Posts Brand Response Rate

6 78.53%

Total Likes Avg. Reply Time

24,427 2 hrs, 5 mins

Total Comments General Sentiment

2,546 Neutral

Total Shares

22,474

BRAND POSTS FAN POSTS

Brand Overview

1,986K

1,987K

1,988K

1,989K

1,990K

1,991K

1,992K

1,993K

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

Fan Growth

Total Fans

1,988,023

New Fans

-486

Engagement

0

250

500

750

1,000

1,250

Butterfinger had an average engagement score of 981 and a highest of 999.

Community Analysis

Butterfinger fans are mostly Young, Female and Single Butterfinger fans are largely from United States followed by

Philippines.

Fan Demographics Distribution of Fans

49%

51%

male female

0% 20% 40% 60% 80%

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

United States

Philippines

Mexico

Puerto Rico

Canada

United Kingdom

India

Iran

Malaysia

0

1

1

2

2

3

3

4


Brand Posts

Top keywords used Frequency

http://bit.ly/1VYEM1r 1

Butterfinger Cobweb

Cupcakes

1

deliciousness 1

delight 1

taste buds 1

100%

0%

Brand Participation Brand Non Participation

100%

0% 0%

Posititve Negative Neutral

Brand Posts - Engagement

Butterfinger responded to 6 conversations generated by the 6

Posts they published.

Butterfinger receives more positive than negative vibes from

comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

15-OCT-15, THU 9:00PM

Butterfinger Cobweb Cupcakes will trap your taste buds in a web of deliciousness.

Make this at: ht ..

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

1,000 8,543 801 8,142 Positive

01-NOV-15, SUN 9:00PM

What to do with that extra Halloween

candy? Make Leftover Candy Cookies!

Make this at: http://bit. ..

02-OCT-15, FRI 9:00PM

How many Butterfinger Shortbread Eyeballs does it take to make Halloween out of sight? 20/20

Make ..

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

999 7,989 864 6,668 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

977 3,749 327 3,598 Positive

NO

IMAGE

NO

IMAGE

NO

IMAGE

http://www.facebook.com/74936643518/posts/10153180514963519



Brand Posts - Analysis

Brand Post Types Days of the week

0 1 2 3 4 5 6 7

0 200 400 600 800 1,000 1,200

Photos

Plain Text

Links

Videos

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 1 2 3 4

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

Top Keywords Used Frequency

promo code 144

Butterfinger 77

code 56

promotions 40

promotion code 35

User Posts

0

2

4

6

8

10

12

14

16

18

20

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

Butterfinger responded to 406 conversations generated by the

517 Posts fans published.

Butterfinger appears to participate more when Fan

conversations have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

79%

21%

Brand Participation Brand Non Participation

17%

2%

81%

Posititve Negative Neutral

Analysis of

ButterfingerTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

78,593 2,911 3.85% United States

Butterfinger@Butterfinger

Engagement Score

256

Total Proactive Tweets

6

Retweets Total

0

Replies Total

91

Favorites Total

547

Total Mention

688

Total Retweets

108

Total Replies

0

Response Rate (%)

13.08%

Average Reply Time (mins)

952

BRAND TWEETS USER TWEETS

Brand Overview

74K

75K

75K

76K

76K

77K

77K

78K

78K

79K

79K


Follower Growth

Total Followers

78,593

New Followers

2,911

2K

2K

2K

2K

2K

2K

2K

2K


Followee Growth

Total Followees

1,835

New Followees

-2

Engagement

0

250

500

Butterfinger had an average engagement score of 256 and a highest of 340.

When we make an announcement, we do

it #BolderThanBold

15-Dec-15, Tue 07:05PM

ENGMT. FAV. REPLIES RETWEETS

722 446 18 51

Top Engaging Tweets

LIVE: Tune-in RIGHT NOW to watch our

#BolderThanBold announcement

on #periscope. https://t.co/rAUIX..

Buckle up. We’re about to do something

#BolderThanBold on Periscope.

Find out what at 10am PST Tues..

15-Dec-15, Tue 01:05PM


307 75 3 21

14-Dec-15, Mon 03:57PM


101 17 0 7

NO IMAGE NO IMAGE NO IMAGE

http://www.twitter.com/Butterfinger/status/676915992706940928



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

0 1 2 3 4 5 6 7

0 50 100 150 200 250 300 350 400

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

0 10 20 30 40 50 60 70 80

#bolderthanbold*

#periscope*

#halloween*

#reinventsweet

#superbowl*

#butterfinger*

#kyloren*

#candymonday*

#cupcakes*

#scotch*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

5

10

15

20

25

30

35

40

45

50

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

bolderthanbold periscope halloween reinventsweet superbowl

Spread of Hashtags by day

0 50 100 150 200 250 300

#butterfinger*

#cupcakes*

#candymonday*

#superbowl*

#scotch*

#reinventsweet

#periscope*

#bolderthanbold*

#kyloren*

#halloween*

Engagement Score

Hashtags - Engagement

Average Response Rate : 13.08%

0

5

10

15

20

25

30

35

40

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 : 15 hours 52 minutes

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-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

10

20

30

40

50

60

70

80

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

20

40

60

80

100

120

140

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

10

20

30

40

50

60

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 : 108

-10

0

10

20

30

40

50

60

70

80


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 688

-5

0

5

10

15

20

25

30

35

40


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

Jesse Millette 1,324,639 1

Adweek 480,476 2

Joshua Estrin 398,544 2

Steve Jackson Show 387,015 1

Regal Cinemas 265,804 1

TOP 5 INFLUENCERS

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