Social Media AuditGrocery Stores

1

• This is a Social Media Audit of the South African

Grocery Stores.

• The time frame of the Social Media Audit was from

21st December 2013 – 20th January 2014.

• The Social Media Channels analyzed for the audit are

Facebook & Twitter.

• The criteria used to assess the performance of the

Grocery Stores : Engagement, Fan Growth and

Mentions.

Introduction __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Grocery and Convenience stores ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

1. Pick n Pay

2. Shoprite

3. Spar

4. Woolworths

5. Checkers

6. Fruit & Veg

7. Makro

8. Game

Pick n Pay C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

y

X

T

O

Number of Fans South African Fans

Female Fans Male Fans

People Talking About This Engagement Rate

Global Potential Reach SA potential Reach

Time Frame: 22 December – 21 January

253 168

76512

70151

37135

17 915

Most Popular City

abcNWED

Most Popular Age

v

Locations of fans Fan Growth

u

Time Frame: 22 December – 21 January

Pick n Pay C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

M

T

P

Number of Followers Following

@PicknPay Mentions “Pick n Pay” mentions

Twitter Age Number of Tweets

Influencer Score

Q

Time Frame: 22 December – 21 January

Pick n Pay M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Follower Growth

8%

7%

6%

6%

5%

Top Locations

abcNWED

Popular TopicsFollower Interest Influencer

s G

Time Frame: 22 December – 21 January

Pick n Pay M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Shoprite C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

y

X

T

O

Number of Fans South African Fans

Female Fans Male Fans

People Talking About This Engagement Rate

Global Potential Reach SA potential Reach

Time Frame: 22 December – 21 January

220 309

108008410

7200 7 150

Most Popular City

abcNWED

Most Popular Age

v

Locations of fans Fan Growth

u

Time Frame: 22 December – 21 January

Shoprite C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

M

T

P

Number of Followers Following

@Shoprite_SA Mentions “Shoprite SA” mentions

Twitter Age Number of Tweets

Influencer Score

Q

Time Frame: 22 December – 21 January

Follower Growth

Shoprite M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

14%

6%

5%

5%

5%

Top Locations

abcNWED

Popular TopicsFollower Interest Influencer

s G

Time Frame: 22 December – 21 January

Shoprite M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

MySpar C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

y

X

T

O

Number of Fans South African Fans

Female Fans Male Fans

People Talking About This Engagement Rate

Global Potential Reach SA potential Reach

Time Frame: 22 December – 21 January

210 354

1 091

1 077790 666

Most Popular City

abcNWED

Most Popular Age

v

Locations of fans Fan Growth

u

Time Frame: 22 December – 21 January

MySpar C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Woolworths C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

y

X

T

O

Number of Fans South African Fans

Female Fans Male Fans

People Talking About This Engagement Rate

Global Potential Reach SA potential Reach

Time Frame: 22 December – 21 January

292 162

2 748

2 319

1 855 1 648

Most Popular City

abcNWED

Most Popular Age

v

Locations of fans Fan Growth

u

Time Frame: 22 December – 21 January

Woolworths C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

M

T

P

Number of Followers Following

@Woolworths_SA Mentions “Woolworths” mentions

Twitter Age Number of Tweets

Influencer Score

Q

Time Frame: 22 December – 21 January

Follower Growth

Woolworths C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

7%

6%

6%

6%

5%

Top Locations

abcNWED

Popular TopicsFollower Interest Influencer

s G

Time Frame: 22 December – 21 January

Woolworths C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Checkers C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

y

X

T

O

Number of Fans South African Fans

Female Fans Male Fans

People Talking About This Engagement Rate

Global Potential Reach SA potential Reach

Time Frame: 22 December – 21 January

172 185

2 7482 319

1 855 1 648

Most Popular City

abcNWED

Most Popular Age

v

Locations of fans Fan Growth

u

Time Frame: 22 December – 21 January

Checkers C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

M

T

P

Number of Followers Following

@CheckerSA Mentions “Checker SA” mentions

Twitter Age Number of Tweets

Influencer Score

Q

Time Frame: 22 December – 21 January

Follower Growth

Checkers M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

9%

7%6%

5%

4%

Top Locations

abcNWED

Popular TopicsFollower Interest Influencer

s G

Time Frame: 22 December – 21 January

Checkers M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Fruit & Veg City C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

y

X

T

O

Number of Fans South African Fans

Female Fans Male Fans

People Talking About This Engagement Rate

Global Potential Reach SA potential Reach

Time Frame: 22 December – 21 January

47 320

204

173153 149

Most Popular City

abcNWED

Most Popular Age

v

Locations of fans Fan Growth

u

Time Frame: 22 December – 21 January

Fruit & Veg City C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

M

T

P

Number of Followers Following

@FruitVegCity Mentions “Fruit & Veg City” mentions

Twitter Age Number of Tweets

Influencer Score

Q

Time Frame: 22 December – 21 January

Follower Growth

Fruit & Veg City M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

7%

6%

6%

6%

5%

Top Locations

abcNWED

Popular TopicsFollower Interest Influencer

s G

Time Frame: 22 December – 21 January

Fruit & Veg City C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Makro C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

y

X

T

O

Number of Fans South African Fans

Female Fans Male Fans

People Talking About This Engagement Rate

Global Potential Reach SA potential Reach

Time Frame: 22 December – 21 January

132 161

646

433365 364

Most Popular City

abcNWED

Most Popular Age

v

Locations of fans Fan Growth

u

Time Frame: 22 December – 21 January

Makro C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

M

T

P

Number of Followers Following

@Makro_SA Mentions “Makro” mentions

Twitter Age Number of Tweets

Influencer Score

Q

Time Frame: 22 December – 21 January

Follower Growth

Makro M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

8%

7%5%

4%

4%

Top Locations

abcNWED

Popular TopicsFollower Interest Influencer

s G

Time Frame: 22 December – 21 January

Makro M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Game C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

y

X

T

O

Number of Fans South African Fans

Female Fans Male Fans

People Talking About This Engagement Rate

Global Potential Reach SA potential Reach

Time Frame: 22 December – 21 January

43 015

1093

936529 461

Most Popular City

abcNWED

Most Popular Age

v

Locations of fans Fan Growth

u

Time Frame: 22 December – 21 January

Game C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

M

T

P

Number of Followers Following

@WinwithGame Mentions “Game” mentions

Twitter Age Number of Tweets

Influencer Score

Q

Time Frame: 22 December – 21 January

Follower Growth

Game M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

8%

5%5%

4%

4%

Top Locations

abcNWED

Popular TopicsFollower Interest Influencer

s G

Time Frame: 22 December – 21 January

Game M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Benchmark C______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Total Number Of C Fansy

Time Frame: 22 December – 21 January

Benchmark C______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

C Fans in South Africay

Time Frame: 22 December – 21 January

Benchmark M______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Engagement rate C t

Time Frame: 22 December – 21 January

Benchmark C______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Number of M followersu

Time Frame: 22 December – 21 January

Benchmark C______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Number of M Mentionsu

Time Frame: 22 December – 21 January

Insights f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

b

• Pick n Pay is the Grocery Store with the most

Facebook Fans.

• Game is the Grocery Store with the least

Facebook Fans.

• The most engaging Grocery Store on Facebook

is Shoprite .

• The least engaging Grocery Store on Facebook

is Fruit & Veg City .

Time Frame: 22 December – 21 January

Insights t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

b

• Woolworths is the Grocery Store with the most

Twitter Followers.

• Fruit & Veg City is the Grocery Store with the

least Twitter Followers.

• The Grocery Store with the most @ mentions is

Woolworths.

• Pick n Pay is the most active Grocery Store on

Twitter.

Time Frame: 22 December – 21 January

• People Talking About This (PTAT) - The number of people talking about your

Facebook Page, by story type. (Unique Users)

• Fans: The total number of people who have liked your Page.

• Facebook Mentions: The number of people in South Africa who mentioned any

of the channel anywhere on Facebook.

• Cumulative Reach: refers to the number of people that are reached from

exposure to a tweet or post.

• Original Tweets: refer to tweets composed by individuals, containing the @name.

• ReTweets: Tweets that users decide to re-share with their own followers.

• Replies: refer to responses to a tweet, containing the @mention of the original

tweet composer.

• Influencer - A person or a group of people who possess greater than average

potential to influence due to attributes such as personal persuasiveness.

Glossary N__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Time Frame: 22 December – 21 January

END