confectionery brands on social media q4 2015

Confectionery Brands

on Social Media

Oct 01 2015 - Dec 31 2015

Confectionery Brands: Social Media Report

This report looks at how

Confectionery Brandsperformed on social media between

October 1st – December 31st, 2015

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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

See's Candies GhirardelliChocolateCompany

Snickers KitKat(US) Butterfinger LindtChocolate

USA

Godiva 3 Musketeers Vosges Haut-Chocolat

Hershey'sSimple

Pleasures

Egypt United States Philippines Countries < 2% Taiwan Mexico Puerto Rico Poland Other Countries India

Fans - Geography

Vosges Haut-Chocolat had the highest PTAT of 2.08% as a percentage of its average number of Fans during this time period.

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

0K 2,000K 4,000K 6,000K 8,000K 10,000K 12,000K

Pe

op

le t

alk

ing

ab

ou

t (a

s %

of

Fan

s)

Average Number of Fans

Lindt Chocolate USA KitKat(US) Vosges Haut-Chocolat Ghirardelli Chocolate Company

See's Candies 3 Musketeers Butterfinger Snickers

Hershey's Simple Pleasures Godiva

Conversations

Lindt Chocolate USA published the greatest number of posts (107). Butterfinger had the highest average engagement, with a score of 981.

0 20 40 60 80 100 120

0 200 400 600 800 1000 1200

Lindt…

KitKat(US)

Vosges…

Ghirardelli…

See's Candies

3 Musketeers

Butterfinger

Snickers

Hershey's…

Godiva

Number of Posts

Engagement Score

Engagement Score Number of Posts

Engagement - Posts

Snickers received the most number of Likes (452,672), Snickers got the most number of Comments (13,407) and Snickers had the most number of Shares (35,654).

0K 50K 100K 150K 200K 250K 300K 350K 400K 450K 500K

Lindt Chocolate USA

Vosges Haut-Chocolat

KitKat(US)

Ghirardelli Chocolate Company

3 Musketeers

See's Candies

Butterfinger

Snickers

Hershey's Simple Pleasures

Godiva

Likes Comments Shares

Engagement Breakdown

Most Engaging Brand PostsVosges Haut-Chocolat

30-DEC-15, WED 10:00AM

Our last prize for our #GivePurpleGiveaway is one of our most sought after… A master collection of h ..

ENGMT

.

LIKES COMMENT

S

SHARE

S

SENTIMENT

1,000 477 127 383 Uncategorized


09-DEC-15, WED 10:45AM

Don’t miss out on this week’s #GivePurpleGiveaway! You can win our La Petite Gift Tower if you LIKE ..


03-DEC-15, THU 7:33AM

Our #GivePurpleGiveaway today is our most scrumptious comfort food. If this post hits 500 likes/sha ..

ENGM

T.

LIKES COMMENTS SHARE

S

SENTIMENT

1,000 739 173 611 Positive

ENGMT

.

LIKES COMMENT

S

SHARE

S

SENTIMENT

1,000 1,133 279 390 Positive

http://www.facebook.com/176194234264/posts/10153865216014265



Most Engaging Brand PostsVosges Haut-Chocolat

18-NOV-15, WED 10:45AM

It's time for our annual Advent Giveaway! LIKE and SHARE this post for a chance to win our Haut-Choc ..

ENGMT

.

LIKES COMMENT

S

SHARE

S

SENTIMENT

1,000 1,851 352 1,610 Positive


04-NOV-15, WED 11:30AM

It’s #GivePurpleGiveaway time! LIKE and SHARE this post for a chance to win our creamy, salty, and l ..

Butterfinger

15-OCT-15, THU 9:00PM

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

Make this at: ht ..

ENGM

T.


S

SENTIMENT

1,000 568 98 427 Positive

ENGMT

.

LIKES COMMENT

S

SHARE

S

SENTIMENT

1,000 8,543 801 8,142 Positive




Snickers's Facebook Page saw the highest number of Fan posts (846).

0 100 200 300 400 500 600 700 800 900

Lindt Chocolate USA

KitKat(US)



See's Candies

3 Musketeers

Butterfinger

Snickers

Hershey's Simple Pleasures

Godiva

Number of Fan Posts

Fan Posts

Vosges Haut-Chocolat received the highest percentage of Positive Sentiment (69.00%).

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Lindt Chocolate USA

KitKat(US)



See's Candies

3 Musketeers

Butterfinger

Snickers

Godiva

Negative Neutral Positive

Sentiment Analysis

Butterfinger responded to the highest percentage of Fan posts (78.53%).

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

0 500 1000 1500 2000 2500 3000 3500 4000 4500

% o

f F

an

Po

sts

Bra

nd

Resp

on

ded

to

Average Response Time (mins)

Lindt Chocolate USA KitKat(US) Vosges Haut-Chocolat

Ghirardelli Chocolate Company See's Candies 3 Musketeers

Butterfinger Snickers Godiva

Brand Responses

Lindt Chocolate USA published the most with 107 posts, among the brands.

0%

17%

13%

0%

1%

11%

17%

23%

18%

0%

Hershey's Simple Pleasures Ghirardelli Chocolate Company Godiva 3 Musketeers

Butterfinger Snickers Vosges Haut-Chocolat Lindt Chocolate USA

See's Candies KitKat(US)

Share Of Voice – Volume of Posts

Snickers received the largest volume of Likes (452,672), among the brands.

0%

18%

7%

0%3%

51%

1%5%

15%

0%




Share Of Voice – Likes

Snickers received the largest volume of Comments (13,407), among the brands.

0%

12%

3%0%

7%

34%

3%

24%

17%

0%




Share Of Voice – Comments

Snickers received the largest volume of Shares (35,654), among the brands.

0%

28%

4%

0%

19%

30%

3%

6%

10%

0%




Share Of Voice – Shares

Analysis of

ButterfingerFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS COUNTRY DEMOGRAPHICS

1,988,023 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

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

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

.


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

.


S

SENTIMENT

977 3,749 327 3,598 Positive

NO IMAGE NO IMAGE NO IMAGE




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


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


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

Ghirardelli Chocolate CompanyFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

1,567,686 19,253 1.24% United StatesMostly Older, Female and

Attached.



509 306


83 22.55%


164,324 2 days, 23 hrs, 20 mins


4,574 Neutral

Total Shares

34,339


Brand Overview

1,535K

1,540K

1,545K

1,550K

1,555K

1,560K

1,565K

1,570K


Fan Growth

Total Fans

1,567,686

New Fans

19,253

Engagement

0

250

500

750

1,000

1,250

Ghirardelli Chocolate Company had an average engagement score of 509 and a highest of 999.

Community Analysis

Ghirardelli Chocolate Company fans are mostly Older, Female and Attached.

Ghirardelli Chocolate Company fans are largely from United States followed by India.


6%

94%

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

United States

India

Philippines

Mexico

Puerto Rico

Canada

United Kingdom

Brazil

Pakistan

0

1

2

3

4

5

6


Brand Posts


recipe 26

chocolate 19

holiday 17

SweetestSecret 17

Ghirardelli 16

13%

87%


92%

3%

5%


Brand Posts - Engagement

Ghirardelli Chocolate Company responded to 11 conversations generated by the 83 Posts they published.

Ghirardelli Chocolate Company receives more positive than negative vibes from comments on their Posts.

Brand Responses Sentiment of Brand Posts


02-DEC-15, WED 5:15PM

Our 60% Cacao Baking Chips are the #SweetestSecret of holiday desserts that dazzle & delight.

Try t ..

ENGMT

.


S

SENTIMENT

999 6,084 238 5,188 Positive

07-NOV-15, SAT 4:14PM

Dark chocolate and cherry sound great on their own, but adding 'no-bake' to the mix makes this tart ..

15-NOV-15, SUN 4:27PM

Hold the flour and double the ""wow"" with this beautiful Chocolate-Orange Mousse Cake.

The #Sweete ..

ENGMT

.


999 15,768 291 4,908 Positive

ENGMT

.


S

SENTIMENT

998 11,709 280 4,383 Positive







0 10 20 30 40 50 60 70 80

0 200 400 600 800 1,000

Photos

Videos

Links

Plain Text

Polls

Number of Posts

Engagement Score


0 5 10 15 20

0 200 400 600 800

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Ghirardelli Chocolate

Company

134

chocolate 45

QualityChocolate 25

case anyone 20

anything peppermint 20

User Posts

0

5

10

15

20

25


19-Nov

26-Nov

3-Dec 10-Dec

17-Dec

24-Dec

31-Dec


Ghirardelli Chocolate Company responded to 69 conversations generated by the 306 Posts fans published.

Ghirardelli Chocolate Company appears to participate more when Fan conversations have greater positive vibes than negative.



23%

77%


42%

5%

53%


Analysis of

Lindt Chocolate USAFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview


1,574,756 1,721 .11%United

States

Mostly Older, Female and

Attached.

Lindt Chocolate USA


159 357


107 21.29%


49,050 1 day, 6 hrs, 8 mins


9,340 Neutral

Total Shares

7,180


Brand Overview

1,572K

1,572K

1,573K

1,573K

1,574K

1,574K

1,575K

1,575K


Fan Growth

Total Fans

1,574,756

New Fans

1,721

Engagement

0

250

500

750

1,000

Lindt Chocolate USA had an average engagement score of 159 and a highest of 859.

Community Analysis

Lindt Chocolate USA fans are mostly Older, Female and Attached.

Lindt Chocolate USA fans are largely from United States followed by India.


10%

90%

male female

0% 10% 20% 30%

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

United States

India

Brazil

Canada

Philippines

Italy

Pakistan

United Kingdom

Puerto Rico

Belgium

0

1

1

2

2

3

3

4

4

5


Brand Posts


Lindt Chocolate 35

store 15

chocolate 13

Lindt 11

purchase necessary 11

11%

89%


96%

1%3%



Lindt Chocolate USA responded to 12 conversations generated by the 107 Posts they published.

Lindt Chocolate USA receives more positive than negative vibes from comments on their Posts.



07-DEC-15, MON 12:00PM

Deck the Halls with Lindtspiration this holiday season! Tag a friend with whom you'd love to share s ..

ENGMT

.


S

SENTIMENT

859 2,263 2,291 403 Positive

05-NOV-15, THU 5:00PM

Don’t miss our Veterans Day Sale for irresistible offers at Lindt Chocolate Shops & Lindt.com! Start ..

30-NOV-15, MON 12:01AM

Check out the incredible #CyberMonday deals at www.lindtusa.com and in the comments below, tag a fri ..

ENGMT

.


762 3,692 260 803 Positive

ENGMT

.


S

SENTIMENT

730 1,460 1,517 282 Positive







0 20 40 60 80 100 120

0 50 100 150 200

Photos

Videos

Links

Plain Text

Polls

Number of Posts

Engagement Score


0 5 10 15 20 25

0 50 100 150 200 250

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Lindt Chocolate USA 142

Lindt 44

chocolate 37

Dark chocolate

caramels

25

hemp 24

User Posts

0

5

10

15

20

25

30


19-Nov

26-Nov

3-Dec 10-Dec

17-Dec

24-Dec

31-Dec


Lindt Chocolate USA responded to 76 conversations generated by the 357 Posts fans published.

Lindt Chocolate USA appears to participate more when Fan conversations have greater positive vibes than negative.



21%

79%


37%

5%

58%


Analysis of

See's CandiesFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview


988,704 6,297 .64%United

States

Mostly Young, Female

and Attached.

See's Candies


428 333


83 35.14%


130,855 1 day, 18 hrs, 30 mins


6,682 Neutral

Total Shares

12,505


Brand Overview

978K

980K

982K

984K

986K

988K

990K


Fan Growth

Total Fans

988,704

New Fans

6,297

Engagement

0

250

500

750

1,000

1,250

See's Candies had an average engagement score of 428 and a highest of 988.

Community Analysis

See's Candies fans are mostly Young, Female and Attached.

See's Candies fans are largely from United States followed by Mexico.


19%

81%

male female

0% 20% 40% 60%

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

Philippines

Taiwan

Iran

Canada

India

United Kingdom

Puerto Rico

0

1

1

2

2

3

3

4


Brand Posts


Candies 25

See 16

shop 13

sweet 13

holiday 9

48%

52%


95%

0%

5%



See's Candies responded to 40 conversations generated by the 83 Posts they published.

See's Candies receives more positive than negative vibes from comments on their Posts.



27-DEC-15, SUN 9:00AM

Be the MVP of game day with our Rocky Road Football! Creamy milk chocolate, honey marshmallow and wa ..

ENGMT

.


S

SENTIMENT

988 14,879 293 1,108 Uncategorized

17-OCT-15, SAT 4:41PM

Don't "fall" behind on your chance to save on shipping! Shop now to get $5 2-day shipping with a $35 ..

29-NOV-15, SUN 5:30PM

Stop by a shop now to find great gifts that won't be regifted and get $5 off a $35 purchase! Get you ..

ENGMT

.


956 11,823 467 533 Positive

ENGMT

.


S

SENTIMENT

952 9,558 350 759 Positive

NO IMAGE NO IMAGE






0 20 40 60 80 100

0 100 200 300 400 500

Photos

Videos

Plain Text

Links

Polls

Number of Posts

Engagement Score


0 5 10 15

0 200 400 600 800

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Candies 121

See 61

chocolate 42

year 40

post 38

User Posts

0

2

4

6

8

10

12

14

16


19-Nov

26-Nov

3-Dec 10-Dec

17-Dec

24-Dec

31-Dec


See's Candies responded to 117 conversations generated by the 333 Posts fans published.

See's Candies appears to participate more when Fan conversations have greater positive vibes than negative.



35%

65%


35%

8%

57%


Analysis of

SnickersFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS COUNTRY DEMOGRAPHICS

10,648,174 United States Mostly Young, Female and Single

Snickers


321 846


54 4.02%


452,672 1 day, 8 hrs, 27 mins


13,407 Neutral

Total Shares

35,654


Brand Overview

10,640K

10,645K

10,650K

10,655K

10,660K

10,665K

10,670K


Fan Growth

Total Fans

10,648,174

Engagement

0

250

500

750

1,000

1,250

Snickers had an average engagement score of 321 and a highest of 999.

Community Analysis

Snickers fans are mostly Young, Female and Single Snickers fans are largely from United States followed by Mexico.


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% 50%

Single

In a Relationship

Engaged

Married

UnKnown

0K 1,000K 2,000K 3,000K 4,000K 5,000K 6,000K

United States

Mexico

India

Poland

Philippines

Egypt

Romania

Serbia

Iran

0

1

1

2

2

3

3

4


Brand Posts


hungry 18

EatASNICKERS 17

SNICKERS 12

NFL 8

free SNICKERS Hunger

Bar

5

NO IMAGE


12-NOV-15, THU 10:20AM

If you were offended by the Offensive Line, you're confused. #NFL #EatASNICKERS

ENGMT

.


S

SENTIMENT

999 155,912 2,275 10,873 Positive

01-OCT-15, THU 11:00AM

Who are you when you're hungry?

19-OCT-15, MON 10:14AM

Hungry for #Halloween? Grab a bag of SNICKERS Fun Size Bars, and settle in for some satisfying Hallo ..

ENGMT

.


999 156,735 6,537 10,159 Positive

ENGMT

.


S

SENTIMENT

782 16,129 467 4,539 Positive

NO IMAGE NO IMAGE






0 10 20 30 40 50

0 50 100 150 200 250 300 350 400

Photos

Videos

Links

Plain Text

Polls

Number of Posts

Engagement Score


0 5 10 15

0 200 400 600 800 1,000

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Snickers 472

post 95

Snickers bar 39

hungry 29

bar 21

User Posts

0

5

10

15

20

25

30

35

40

45


19-Nov

26-Nov

3-Dec 10-Dec

17-Dec

24-Dec

31-Dec


Snickers responded to 34 conversations generated by the 846 Posts fans published.

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



4%

96%


25%

4%

71%


Most of Snickers posts were around 'Engagement-oriented posts', and posts around 'Question to fans' received the highest engagement.

Content Intel

0 5 10 15 20 25 30 35

0 200 400 600 800 1000 1200

Brand News

Others

Event

Engagement-oriented…

Corporate Social…

Ad Campaigns

Photos

Special Offer

Fan-specific content

Recipes/Product Updates

Contest

Question to fans

Festival/Greetings

Facebook App

Number of Posts

Engagement Score


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

Content Intel

About General Happenings

0 1 2 3 4

0 50 100 150 200 250 300 350

On Social Media

On Sports

Others

Entertainment

Question to fans

Festival/Greetings

Current Affairs

Number of Posts

Engagement Score


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