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Supermarkets Xmas (for Jamie Riddell)

by Mat Morrison

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http://us-w1.rockmelt.com

Data: Sysomos Twitter Databaseasda AND (christmas OR chrimbo OR xmas) NOT (gogets OR go-getters OR win OR xmas33)(coop OR co-op) AND (christmas OR chrimbo OR xmas)AND NOT (game OR divergent OR "chicken coop")(morrisons OR "morrison's") AND (christmas OR chrimbo OR xmas)AND NOT (john OR grant OR matthew OR jim OR mark OR matt OR toni OR mattwhatsit) (sainsbury OR sainsburys OR "sainsbury's") AND (christmas OR chrimbo OR xmas)AND NOT (pricerunner OR perfectchristmas OR sophiewilkinson OR "RT this for a chance to win" OR "RT to win")tesco AND (christmas OR chrimbo OR xmas) AND NOT (win OR "flabby, wet sack" OR " halt online orders" OR xfactor OR mary)waitrose AND (christmas OR chrimbo OR xmas) AND NOT (win OR "newzfor.me")Dated between 01-Oct-2010 and 31-Dec-2010Research pulled 10 Nov 2011
Data: Public Facebook data collected 11/11/2011

Last Xmas Organic Twitter Volume (est.) 6 major supermarkets Christmas 2010 350 300 250 7 per. Mov. Avg. (sainsburys)Average Tweets/Day 200 7 per. Mov. Avg. (co-op) 7 per. Mov. Avg. (asda) 150 7 per. Mov. Avg. (morrisons) 7 per. Mov. Avg. (waitrose) 100 7 per. Mov. Avg. (tesco) 50 0 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 0
This Year: Higher overall investment in FB Audience Highly EngagedCo-op 15,423 8.69%Asda 52,686 5.46%Waitrose 33,869 4.71%Morrison’s 41,378 4.22%Tesco 410,468 1.43%Sainsbury’s 232,983 0.68%Tesco – who have invested in audience growth using Facebook reach blocks –seem to be struggling to maintain engagement with an audience originallyincentivised by deals.Smaller, organically grown, audiences are more engaged – but numbers areinsufficient to make impact on Xmas. 1