tax brands social media report q1 2016

Tax Brands on Social Media

Jan 01 2016 – Mar 31 2016

Tax Brands: Social Media Report

This report looks at how

Tax Brands performed on social media between

January 1st – March 31st, 2016

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TurboTax had the largest fan base of 596,197 while TurboTax showed the highest fan growth of 14.18%.

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

0K 100K 200K 300K 400K 500K 600K 700K

Gro

wth

%

Number of Fans

TurboTax TaxAct H&R Block Liberty Tax Jackson Hewitt

Fans

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Liberty Tax Jackson Hewitt H&R Block TurboTax TaxAct

United States Countries < 2% Mexico Argentina Thailand Brazil Turkey Other Countries United States Countries < 2%

Fans - Geography

H&R Block had the highest PTAT of 2.23% 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 100K 200K 300K 400K 500K 600K

Pe

op

le t

alk

ing a

bo

ut

(as %

of

Fa

ns)

Average Number of Fans


Conversations

TurboTax published the greatest number of posts (200). H&R Block had the highest average engagement, with a score of 981.

0 50 100 150 200 250

0 200 400 600 800 1000 1200

TurboTax

TaxAct

H&R Block

Liberty Tax

Jackson Hewitt

Number of Posts

Engagement Score

Engagement Score Number of Posts

Engagement - Posts

H&R Block received the most number of Likes (66,954), TurboTax got the most number of Comments (53,663) and H&R Block

had the most number of Shares (20,975).

0K 10K 20K 30K 40K 50K 60K 70K 80K

TurboTax

TaxAct

H&R Block

Liberty Tax

Jackson Hewitt

Likes Comments Shares

Engagement Breakdown

Most Engaging Brand Posts H&R Block

05-FEB-16, FRI 12:48PM

If you just filed your taxes, you’re probably

anxiously awaiting your refund. See what

happens after ..

ENGMT. LIKES COMMENTS SHARES SENTIMENT

1,000 644 4,348 513 Uncategorized

H&R Block

04-FEB-16, THU 3:24PM

UPDATE: The IRS has announced that the

hardware failure it experienced has been

resolved and it is s ..

H&R Block

02-FEB-16, TUE 9:00AM

An extra grand in your hand? It's enough to

get you up off your feet! Walk in for a

chance to win. D ..


1,000 842 1,861 1,978 Positive


1,000 14,076 964 1,145 Positive

http://www.facebook.com/7723400562/posts/10153231396100563


















Most Engaging Brand Posts H&R Block

26-JAN-16, TUE 10:01AM

If a million was leaving this room every day,

you’d want some quality time with it, too. No

purchase ..


1,000 8,959 869 2,997 Positive

H&R Block

21-JAN-16, THU 10:00AM

Once a tax return is accepted, a refund

can be expected in about 3 weeks. The

reason why and other a ..

H&R Block

15-JAN-16, FRI 12:55PM

1000 people win $1,000 every single day

for a month. That’s 1000 Washingtons that

could be yours. De ..


1,000 1,245 4,740 841 Positive


1,000 7,290 867 2,104 Positive



















TurboTax's Facebook Page saw the highest number of Fan posts (6,540).

0 1000 2000 3000 4000 5000 6000 7000

TurboTax

TaxAct

H&R Block

Liberty Tax

Jackson Hewitt

Number of Fan Posts

Fan Posts

Liberty Tax received the highest percentage of Positive Sentiment (44.00%).

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

TurboTax

TaxAct

H&R Block

Liberty Tax

Jackson Hewitt

Negative Neutral Positive

Sentiment Analysis

Jackson Hewitt responded to the highest percentage of Fan posts (61.50%).

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

0 200 400 600 800 1000 1200

% o

f F

an

Po

sts

Bra

nd

Re

sp

on

de

d t

o

Average Response Time (mins)


Brand Responses

TurboTax published the most with 200 posts, among the brands in "COMPETITORS" Group.

18%

21%

23%

5%

33%

Jackson Hewitt TaxAct Liberty Tax H&R Block TurboTax

Share Of Voice – Volume of Posts

H&R Block received the largest volume of Likes (66,954), among the brands in "COMPETITORS" Group.

2%

6% 3%

51%

38%


Share Of Voice – Likes

TurboTax received the largest volume of Comments (53,663), among the brands in "COMPETITORS" Group.

10% 2% 1%

26%

61%


Share Of Voice – Comments

H&R Block received the largest volume of Shares (20,975), among the brands in "COMPETITORS" Group.

10% 2%

19%

58%

11%


Share Of Voice – Shares

Analysis of

H&R Block Facebook Page

Jan 01, 2016 - Mar 31, 2016

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY

418,529 26,167 6.67% United

States

H&R Block

Engagement Score Total Fan Posts

981 6,098

Total Posts Brand Response Rate

32 33.91%

Total Likes Avg. Reply Time

66,954 9 hrs, 53 mins

Total Comments General Sentiment

22,935 Neutral

Total Shares

20,975

BRAND POSTS FAN POSTS

Brand Overview

375K

380K

385K

390K

395K

400K

405K

410K

415K

420K

425K

1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-

Mar

18-

Mar

25-

Mar

Fan Growth

Total Fans

418,529

New Fans

26,167

Engagement

0

250

500

750

1,000

1,250

1-Jan 5-Jan 9-Jan 13-Jan 17-Jan 21-Jan 25-Jan 29-Jan 2-Feb 6-Feb 10-Feb 14-Feb 18-Feb 22-Feb 26-Feb 1-Mar 5-Mar 9-Mar 13-Mar 17-Mar 21-Mar 25-Mar 29-Mar

H&R Block had an average engagement score of 981 and a highest of 1000.

Community Analysis

H&R Block fans are largely from United States followed by Canada.

Distribution of Fans

0K 100K 200K 300K 400K 500K

United States

Canada

Puerto Rico

India

Mexico

Australia

Philippines

Iran

Egypt

New Zealand

0

1

1

2

2

3

1-Jan 15-Jan 29-Jan 12-Feb 26-Feb 11-Mar 25-Mar

Brand Posts

Top keywords used Frequency

Details 14

http://bit.ly/1PotVsk 13

chance 7

1,000 6

refund 6

87%

13%

Brand Participation Brand Non Participation

85%

5%

10%

Posititve Negative Neutral

Brand Posts - Engagement

H&R Block responded to 28 conversations generated by the 32

Posts they published.

H&R Block receives more positive than negative vibes from

comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

05-FEB-16, FRI 12:48PM

If you just filed your taxes, you’re probably

anxiously awaiting your refund. See what

happens after ..


1,000 644 4,348 513 Uncategorized

04-FEB-16, THU 3:24PM

UPDATE: The IRS has announced that the

hardware failure it experienced has been

resolved and it is s ..

02-FEB-16, TUE 9:00AM

An extra grand in your hand? It's enough to

get you up off your feet! Walk in for a

chance to win. D ..


1,000 842 1,861 1,978 Positive


1,000 14,076 964 1,145 Positive

NO IMAGE NO IMAGE NO IMAGE



















Brand Posts - Analysis

Brand Post Types Days of the week

0 5 10 15 20

0 200 400 600 800 1,000 1,200

Links

Videos

Photos

Plain Text

Polls

Number of Posts

Engagement Score


0 2 4 6 8

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

H&R Block 1155

R Block 1155

taxes 1096

refund 853

IRS 770

User Posts

0

50

100

150

200

250

300

350

400

450

1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-Mar 18-Mar 25-Mar

Positive Neutral Negative

H&R Block responded to 2,068 conversations generated by the

6,098 Posts fans published.

H&R Block appears to participate more when Fan conversations

have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

34%

66%


20%

15%

65%


Analysis of

Jackson Hewitt Facebook Page

Jan 01, 2016 - Mar 31, 2016

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

215,428 5,396 2.57% United

States

Mostly Older, Female and

Attached.

Jackson Hewitt


327 1,322


110 61.50%


2,676 18 hrs, 52 mins


8,407 Neutral

Total Shares

3,549


Brand Overview

207K

208K

209K

210K

211K

212K

213K

214K

215K

216K

31-Dec 14-Jan 28-Jan 11-Feb 25-Feb 10-Mar 24-Mar

Fan Growth

Total Fans

215,428

New Fans

5,396

Engagement

0

250

500

750

1,000


Jackson Hewitt had an average engagement score of 327 and a highest of 946.

Community Analysis

Jackson Hewitt fans are mostly Older, Female and Attached. Jackson Hewitt fans are largely from United States followed by

Puerto Rico.

Fan Demographics Distribution of Fans

31%

69%

male female

0% 10% 20% 30%

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 50K 100K 150K 200K 250K

United States

Puerto Rico

Mexico

India

United Kingdom

Philippines

Iran

Indonesia

Pakistan

0

1

1

2

2

3

3

4


Brand Posts


Jackson Hewitt 23

taxes 16

talkingtaxes 11

Congratulations 10

deductions 10

47%

53%


51%

4%

45%



Jackson Hewitt responded to 52 conversations generated by the

110 Posts they published.

Jackson Hewitt receives more positive than negative vibes from




08-FEB-16, MON 8:45PM

Great news to individuals who filed with us,

received their federal refund on an American

Express Se ..


962 139 1,063 57 Uncategorized

01-FEB-16, MON 5:21PM

In general, refunds have been slower this

year than past years. The IRS re-iterated

that they issue ..

06-JAN-16, WED 1:11PM

Come on in!

If you don't have your W2 yet, we can get you started today.

If your W2 is available for ..


960 51 934 117 Positive


946 94 449 295 Positive






















0 20 40 60 80

0 200 400 600 800 1,000

Photos

Links

Videos

Plain Text

Polls

Number of Posts

Engagement Score


0 5 10 15 20 25

0 100 200 300 400 500

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Jackson Hewitt 317

taxes 305

refund 238

time 155

card 155

User Posts

0

10

20

30

40

50

60

70

80

90

100



Jackson Hewitt responded to 813 conversations generated by the


Jackson Hewitt appears to participate more when Fan

conversations have greater negative vibes than positive.



61%

39%


18%

19%

63%


Analysis of

Liberty Tax Facebook Page

Jan 01, 2016 - Mar 31, 2016

Brand Overview


92,104 2,000 2.22% United

States

Liberty Tax


460 323


136 48.61%


3,995 5 hrs, 14 mins


1,362 Positive

Total Shares

6,720

Most Engaging Content Type

NO DATA

Least Engaging Content Type

NO DATA

Most Prolific Content Type

NO DATA

Most Engaging Campaign

NO DATA

Most Recent Campaign

NO DATA


Brand Overview

CONTENT & CAMPAIGNS

89K

90K

90K

91K

91K

92K

92K

93K


Fan Growth

Total Fans

92,104

New Fans

2,000

Engagement

0

250

500

750

1,000


Liberty Tax had an average engagement score of 460 and a highest of 862.

Community Analysis

Liberty Tax fans are largely from United States followed by Brazil.


0K 10K 20K 30K 40K 50K 60K

United States

Brazil

Turkey

Mexico

Argentina

Thailand

Colombia

Philippines

Indonesia

0

1

1

2

2

3

3

4

4

5


Brand Posts


year 17

1k 17

taxes 13

tax return 12

chance 10

26%

74%


41%

9%

50%



Liberty Tax responded to 36 conversations generated by the 136


Liberty Tax receives more positive than negative vibes from




04-FEB-16, THU 9:43AM

The IRS suffered a hardware failure on

Wednesday afternoon, which left many of its

tax processing sy ..


985 87 191 289 Positive

20-JAN-16, WED 2:06PM

What would you do with $750?

20-JAN-16, WED 11:48AM

Wondering where your refund is? Check the

status of your tax return here!


932 65 38 222 Positive


916 55 183 131 Positive






















0 20 40 60 80 100

0 200 400 600 800 1,000

Photos

Links

Videos

Plain Text

Polls

Number of Posts

Engagement Score


0 5 10 15 20 25

0 100 200 300 400 500 600

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Liberty Tax 119

taxes 55

refund 40

money 36

check 36

User Posts

0

5

10

15

20

25



Liberty Tax responded to 157 conversations generated by the 323

Posts fans published.

Liberty Tax appears to participate more when Fan conversations




49%

51%


44%

14%

42%


Analysis of

TaxAct Facebook Page

Jan 01, 2016 - Mar 31, 2016

Brand Overview


221,091 1,874 .85% United

States

TaxAct


91 774


128 58.66%


7,243 3 hrs, 6 mins


1,539 Neutral

Total Shares

793

Most Engaging Content Type

NO DATA

Least Engaging Content Type

NO DATA

Most Prolific Content Type

NO DATA


NO DATA


NO DATA


Brand Overview

CONTENT & CAMPAIGNS

218K

219K

219K

220K

220K

221K

221K

222K


Fan Growth

Total Fans

221,091

New Fans

1,874

Engagement

0

250

500

750


TaxAct had an average engagement score of 91 and a highest of 702.

Community Analysis

TaxAct fans are largely from United States followed by India.


0K 50K 100K 150K 200K 250K

United States

India

Mexico

Canada

Puerto Rico

United Kingdom

Philippines

Pakistan

Iran

New Zealand

0

1

1

2

2

3

3

4

4

5


Brand Posts


simple federal 15

TaxAct 14

state returns 13

health insurance 11

tax return 11

5%

95%


34%

7%

59%



TaxAct responded to 6 conversations generated by the 128 Posts

they published.

TaxAct receives more positive than negative vibes from comments

on their Posts.



17-FEB-16, WED 3:05PM

Every week you have a chance to win big,

like a Danica Patrick fire suit. Enter the Race

To Your Ref ..


984 5,181 119 202 Neutral

16-JAN-16, SAT 8:45AM

File your simple federal and state returns

FREE with TaxAct. Start now!

http://bit.ly/1OtOPGw

07-JAN-16, THU 11:25AM

Final IRS Forms and e-file are available.

Start and e-file now to be at the front of the

line for yo ..


907 463 577 111 Positive


680 462 151 92 Positive






















0 10 20 30 40 50 60 70

0 50 100 150 200

Links

Photos

Videos

Plain Text

Polls

Number of Posts

Engagement Score


0 5 10 15 20 25 30

0 50 100 150 200 250 300

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



TaxAct 141

year 131

return 112

taxes 97

time 83

User Posts

0

5

10

15

20

25

30

35

40



TaxAct responded to 454 conversations generated by the 774

Posts fans published.

TaxAct appears to participate more when Fan conversations have

greater positive vibes than negative.



59%

41%


22%

12%

66%


Analysis of

TurboTax Facebook Page

Jan 01, 2016 - Mar 31, 2016

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

596,197 74,040 14.18% United

States

Mostly Older, Female and

Attached.

TurboTax


356 6,537


200 47.62%


49,799 1 hr, 41 mins


53,663 Neutral

Total Shares

3,803


#TaxesDone


#ACA


Brand Overview

CONTENT & CAMPAIGNS

480K

500K

520K

540K

560K

580K

600K

620K

1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-

Mar

18-

Mar

25-

Mar

Fan Growth

Total Fans

596,197

New Fans

74,040

Engagement

0

250

500

750

1,000

1,250


TurboTax had an average engagement score of 356 and a highest of 995.

Community Analysis

TurboTax fans are mostly Older, Female and Attached. TurboTax fans are largely from United States followed by Canada.

Fan Demographics Distribution of Fans

32%

68%

male female

0% 10% 20% 30% 40%

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

United States

Canada

Mexico

Puerto Rico

India

Philippines

United Kingdom

Iran

Brazil

Congo

0

1

2

3

4

5

6


Brand Posts


taxes 46

File 37

FREE 28

TurboTax 28

TaxesDone 24

58%

42%


78%

1%

21%



TurboTax responded to 116 conversations generated by the 200


TurboTax receives more positive than negative vibes from




15-JAN-16, FRI 1:07PM

No need to wait for the mailman – start filing

with TurboTax today.


999 13,264 1,201 651 Positive

04-JAN-16, MON 1:58PM

TurboTax is now accepting your tax returns!

Start filing today and be the first in line to

get your ..

19-JAN-16, TUE 12:44PM

The #IRS is now accepting #TaxReturns.

File now!


995 5,398 1,313 760 Positive


994 7,033 1,649 452 Positive






















0 20 40 60 80 100

0 100 200 300 400 500

Links

Photos

Videos

Plain Text

Polls

Number of Posts

Engagement Score


0 10 20 30 40

0 100 200 300 400 500

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



refund 1083

Turbo Tax 981

anyone 871

IRS 791

TurboTax 747

User Posts

0

50

100

150

200

250

300

350

400



TurboTax responded to 3,113 conversations generated by the


TurboTax appears to participate more when Fan conversations




48%

52%


20%

12%

68%


Campaign Intel

0 10 20 30 40 50 60

0 50 100 150 200 250 300 350

#ACA

#WednesdayWisdom

#TaxesDone

Number of Posts

Engagement Score


Unmetric tracks social media campaigns for Turbo Tax. The chart below is a sample of campaigns from the brand and is

not restricted to the time period analyzed in this report.

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