kleenex social media analysis q4 2015
TRANSCRIPT
![Page 1: Kleenex Social Media Analysis Q4 2015](https://reader033.vdocuments.site/reader033/viewer/2022042907/587a0eee1a28ab01268b75b7/html5/thumbnails/1.jpg)
KLEENEXon Social Media
Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of Kleenex FB
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Kleenex: Social Media Report
This report looks at how
Kleenexperformed on social media between
October 1st – December 31st, 2015
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![Page 4: Kleenex Social Media Analysis Q4 2015](https://reader033.vdocuments.site/reader033/viewer/2022042907/587a0eee1a28ab01268b75b7/html5/thumbnails/4.jpg)
Analysis of
KLEENEXFacebook Page
Oct 01, 2015 - Dec 31, 2015
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Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
379,448 36,462 10.63%United
States
Mostly Older, Female and
Attached.
KLEENEX
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Engagement Score Total Fan Posts
863 425
Total Posts Brand Response Rate
79 22.82%
Total Likes Avg. Reply Time
54,317 3 hrs
Total Comments General Sentiment
1,972 Neutral
Total Shares
37,183
BRAND POSTS FAN POSTS
Brand Overview
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320K
330K
340K
350K
360K
370K
380K
390K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
379,448
New Fans
36,462
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Engagement
0
250
500
750
1,000
1,250
KLEENEX had an average engagement score of 863 and a highest of 1000.
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Community Analysis
KLEENEX fans are mostly Older, Female and Attached. KLEENEX fans are largely from United States followed by
Canada.
Fan Demographics Distribution of Fans
12%
88%
male female
0% 10% 20% 30% 40%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 20% 40% 60%
Single
In a Relationship
Engaged
Married
UnKnown
0K 50K 100K 150K 200K 250K 300K 350K
United States
Canada
Australia
United Kingdom
India
Brazil
Mexico
Philippines
Malaysia
Georgia
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0
1
2
3
4
5
6
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
care 28
ShareKleenexCare 14
Tissues 13
Shop 11
favorite Disney Frozen
characters
10
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16%
84%
Brand Participation Brand Non Participation
64%9%
27%
Posititve Negative Neutral
Brand Posts - Engagement
KLEENEX responded to 13 conversations generated by the 79
Posts they published.
KLEENEX receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts
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Most Engaging Brand Posts
09-NOV-15, MON 1:01AM
On Veterans Day, remember that some of
the toughest battles for soldiers take place
after they’ve re ..
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 49,022 1,315 29,247 Positive
01-OCT-15, THU 10:53AM
A child finds companionship and
unconditional love in a canine friend.
#ShareKleenexCare https://www ..
08-OCT-15, THU 1:19PM
A collective is on a mission to help
people in a refreshingly simple way: by
listening. #ShareKleene ..
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
1,000 1,313 102 5,518 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
908 392 71 568 Positive
NO
IMAGE
NO
IMAGE
NO
IMAGE
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Brand Posts - Analysis
Brand Post Types Days of the week
0 5 10 15 20 25 30
0 200 400 600 800 1,000 1,200
Videos
Links
Photos
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15 20
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
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Top Keywords Used Frequency
tissue 51
box 32
Cottonelle 29
HolidayNecessities 27
FROZEN KLEENEX
FACIAL
25
User Posts
0
5
10
15
20
25
30
35
40
45
50
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
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KLEENEX responded to 97 conversations generated by the
425 Posts fans published.
KLEENEX appears to participate more when Fan
conversations have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
23%
77%
Brand Participation Brand Non Participation
36%
11%
53%
Posititve Negative Neutral
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Analysis of
KleenexTwitter Account
Oct 01, 2015 - Dec 31, 2015
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Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
22,298 1,039 4.89% Worldwide
Kleenex WW@Kleenex
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Engagement Score
259
Total Proactive Tweets
113
Retweets Total
50
Replies Total
1,057
Favorites Total
1,317
Total Mention
9,607
Total Retweets
1,121
Response Rate (%)
10.78%
Average Reply Time (mins)
73
BRAND TWEETS USER TWEETS
Brand Overview
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21K
21K
21K
21K
21K
22K
22K
22K
22K
22K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
22,298
New Followers
1,039
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0K
0K
0K
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
151
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Engagement
0
250
500
750
1,000
Kleenex WW had an average engagement score of 259 and a highest of 919.
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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
113 50
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Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 20 40 60 80 100 120
0 50 100 150 200 250 300
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types
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0 100 200 300 400 500 600
0 2000 4000 6000 8000 10000 12000 14000 16000
#holidaynecessities*
#ad*
#sponsored*
#sharekleenexcare*
#coldandflucare*
#holidaysconfamilia*
#kleenexmoments*
#spreadkleenexcare
#sharecarenotspoilers
#kleenexcares*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags
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0
500
1000
1500
2000
2500
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
holidaynecessities ad sponsored sharekleenexcare coldandflucare
Spread of Hashtags by day
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0 200 400 600 800 1000 1200
#coldandflucare*
#holidaysconfamilia*
#ad*
#sharecarenotspoilers
#kleenexcares*
#sharekleenexcare*
#spreadkleenexcare
#sponsored*
#holidaynecessities*
#kleenexmoments*
Engagement Score
Hashtags - Engagement
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Average Response Rate : 10.78%
0
200
400
600
800
1000
1200
1400
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
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Average Reply Time : 1 hours 13 minutes
0
200
400
600
800
1000
1200
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
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Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
100
200
300
400
500
600
700
800
900
Request ForDirect
Message
Request ForContact
Request ForView a Link
Request ForEmail
BrandApology
Plain Text
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0
200
400
600
800
1000
1200
1400
1600
1800
2000
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week
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0
200
400
600
800
1000
1200
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
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Total number of Retweets : 1,121
-50
0
50
100
150
200
250
300
350
400
450
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
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Total number of Mentions: 9,607
-200
0
200
400
600
800
1,000
1,200
1,400
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
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Influencers
Name Followers Tweets
Perez Hilton 6,323,547 1
WWD 2,854,847 1
PopWrapped 2,302,266 2
Target 1,805,795 2
GoPro 1,503,593 2
TOP 5 INFLUENCERS
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This report was generated entirely by the
Unmetric Reporting Engine.
It took minutes to create.
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