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Rite Aid Q4 Social Business Report: (January 23 – April 23, 2011)
<ul><li>In the past year, MARC has read 284,024 posts about Rite Aid in the social space, which continues to grow each mon...
<ul><li>Discontinue quarterly reports? </li></ul>LISA
YEAR-END DATA NOTE: Rite Aid Facebook Page data included in separate section
Post Volume and Sentiment 5.5% positive; 3.5% negative; 91% neutral 7% positive; 3.5% negative; 90% neutral 6% positive; 4...
Conversation Breakdown Deals/Promotions 91,309 30% Location-based 57,248 19% Miscellaneous 40,889 Shopping Experience 31,4...
Deals/Promotions Post Examples
Location-based Post Examples NOTE: This monitoring quarter, 27% of Location-based posts are check-ins (4,777)
Shopping Experience Example Posts
wellness+ Example Posts
Q4 FINDINGS & OPPORTUNITIES
<ul><li>The volume of conversation continues to increase by more than 10,000 posts per quarter  </li></ul><ul><ul><li>This...
<ul><li>Of the key topics, Deals/Promotions continues to have the most share, with nearly 30% in the past three monitoring...
<ul><li>Nearly half of Rite Aid conversation takes place on Twitter (46%) </li></ul><ul><ul><li>Posts are primarily Locati...
<ul><li>Drivers of Negative Conversation include: </li></ul><ul><ul><li>Pharmacy Services: 863 mentions </li></ul></ul><ul...
<ul><li>Deals/Promotions, wellness+ and +UPs continue to align in sentiment, containing mostly neutral posts (more than 90...
<ul><li>Facebook and Twitter have seen steady growth in page “likes” and followers </li></ul><ul><ul><li>As of 4/25, Faceb...
<ul><li>Facebook sees the most engagement on posts about: </li></ul><ul><ul><li>General engagement questions </li></ul></u...
<ul><li>Facebook consistently drives more traffic to riteaid.com than Twitter </li></ul><ul><ul><li>The most popular link ...
<ul><li>Based on Q3 opportunities, MARC: </li></ul><ul><ul><li>Created multi-dimensional posts </li></ul></ul><ul><ul><li>...
Q4 DATA NOTE: Rite Aid Facebook Page data included in separate section
Volume Over Time
Conversation Breakdown vs. Q3  Deals/Promotions Location-based  -4% Miscellaneous  +3% Shopping Experience  +3% wellness+ ...
Share of Conversation by Key Topic Deals/Promotions remains steady, as the largest key topic Shopping Experience hit a hig...
Overall Conversation by Channel Twitter  -2% Blogs  +6% Facebook  -3% Comments Forums/Replies  -1% 1,533 (2%) Buy/Sell  -1...
Conversation Topics on Twitter NOTE: % is percentage of TOTAL Q4 Twitter posts – Chart shows top five Shopping Experience ...
Conversation Topics on Blogs NOTE: % is percentage of TOTAL Q4 Blog posts – Chart shows top five Shopping Experience  +9% ...
Conversation Topics on Facebook NOTE: % is percentage of TOTAL Q4 Facebook posts – Chart shows top five Miscellaneous  +4%...
Overall Conversation Sentiment Over Time
Negative Conversation by Topic NOTE: % is percentage of TOTAL Q4 negative conversation – Chart shows top five Total Negati...
Deals/Promotions Sentiment Over Time Deals/Promotions conversation continues to contain mostly neutral posts, as bloggers ...
wellness+ Sentiment Over Time Conversation about wellness+ aligns with Deals/Promotions, as bloggers talk about using the ...
Shopping Experience Sentiment Over Time Shopping Experience remains mostly neutral, while positive and negative sentiment ...
Associate Satisfaction Sentiment Over Time Associate Satisfaction contains a small volume and emphasizes any shift Sentime...
Pharmacy Services Sentiment Over Time Pharmacy Services contains a small volume and emphasizes any shift Negative sentimen...
15-Minute Guarantee Sentiment Neutral Negative Positive  575 (85%) 73 (11%) 26 (4%)
Q4 ENGAGEMENT HIGHLIGHTS
Facebook and Twitter Growth Since launch
Facebook Demographic Shift August 2 April 23 Since launch
Q4 ALERTS AND ISSUES MANAGEMENT SUMMARY
<ul><li>Labor Relations: MARC monitored union-related issues, including Day of Actions, strikes and contact negotiations <...
APPENDIX: MONTH 12 DATA NOTE: Rite Aid Facebook page data included in separate section
Volume Over Time
Average Posts Per Day
Breakdown by Topic Not in chart: <1% Careers:  161   -1% Financial/Stock/Business:  160  -1% General Info/411:  155  -1% P...
Overall Sentiment Negative 747 (3%) Positive 394 (1%) -1% Neutral 28,344 (96%) +1% No major shift in sentiment share
wellness+ Sub-topics Not in chart: points accrual (5), Quest screening (1), 24/7 pharm chat, associate knowledge, advertis...
Pharmacy Services Sentiment NOTE: Small volume of conversation Positive 24 (4%) +2% Neutral 310 (53%) +11% Negative 252 (4...
Pharmacy Services Sub-topics 15-Minute Guarantee lost 10% share, due to decreased conversation about the sub-topic pharmac...
15-Minute Guarantee Sentiment NOTE: 15-Minute Guarantee is a sub-topic of Pharmacy Services Negative sentiment lost 24% sh...
Deals/Promotions, wellness+, +UP Trends Deals/Promotions ,  wellness+ , +UPs ADD DEAL SPIKES!!
APPENDIX: MONTH 12 ENGAGMENT DATA
<ul><li>Once again, the Rite Aid Facebook page saw a significant increase in growth  </li></ul><ul><ul><li>Average of  2,0...
Facebook and Twitter Growth <ul><li>Average Fan Increase Weeks 3/28 – 4/25: </li></ul><ul><li>Facebook:  2,071 new page “l...
Facebook Page Like Growth 4/20: 895 new “likes:” AHA campaign was promoted in the wellness+ email 4/7: 788 “likes:” AHA pa...
Facebook New Likes vs. Unlikes 3/1/11 – 3/31/11 23 “Unlikes”  18 “Unlikes”  4/20: 895 new “likes:” AHA campaign was promot...
<ul><li>Wall posts averaged 9 Comments and 27 “Likes” per post </li></ul><ul><ul><li>Last period, wall posts averaged  10 ...
<ul><li>Posts with improved conversation : </li></ul><ul><ul><li>Front-end deals (Average of 6 comments and 10 “likes”) </...
Sample Facebook Dialogue Example of cross-promotion on the CMN Hospital Facebook page  Post about the AHA promotion:  2 co...
Sample Facebook Dialogue Post about the mother who gave birth in a Rite Aid parking lot:  13 comments, 29 “likes”  Post in...
<ul><li>This period, there was a total of 518 tweets that tagged @riteaid  </li></ul><ul><ul><li>The total amount of follo...
Sample Twitter Dialogue Music group, Burham (47,028 followers), tweeted about the CMN Hospital promotion – resulting in 24...
APPENDIX: MONTH 12  WEB ANALYTICS
<ul><li>Total visitors to riteaid.com through Facebook and Twitter: </li></ul><ul><ul><li>Facebook: 1,331 visits </li></ul...
<ul><li>Top clickthroughs by volume </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><ul><li>Circular – 975 visits </...
Web Analytics: Facebook
Web Analytics: Twitter
<ul><li>Facebook generated 35 wellness+ signups during this monitoring period </li></ul><ul><ul><li>wellness+ link had 34 ...
APPENDIX: MONTH 12 FACEBOOK & TWITTER POSTS
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RA Q4 social report

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RA Q4 social report

  1. 1. Rite Aid Q4 Social Business Report: (January 23 – April 23, 2011)
  2. 2. <ul><li>In the past year, MARC has read 284,024 posts about Rite Aid in the social space, which continues to grow each monitoring period by more than 2,000 posts </li></ul><ul><li>Conversation began and remains at 90% or more neutral each monitoring period </li></ul><ul><ul><li>For sentiment to be affected, an issue or initiative must be large or the monitoring period must contain a few polarized issues </li></ul></ul><ul><li>Throughout the year, five topics remained at the top of social conversation, including Deals/Promotions, Location-based, Miscellaneous, Shopping Experience and wellness+ </li></ul><ul><ul><li>These topics make up 79% of total share of conversation </li></ul></ul>Monitoring Year in Review
  3. 3. <ul><li>Discontinue quarterly reports? </li></ul>LISA
  4. 4. YEAR-END DATA NOTE: Rite Aid Facebook Page data included in separate section
  5. 5. Post Volume and Sentiment 5.5% positive; 3.5% negative; 91% neutral 7% positive; 3.5% negative; 90% neutral 6% positive; 4% negative; 90% neutral 5% positive; 3% negative; 91.5% neutral 4% positive; 3% negative; 93% neutral 3% positive; 2% negative; 95% neutral 4% positive; 3% negative; 93% neutral 8% positive; 7% negative; 85% neutral 3% positive; 4% negative; 93% neutral 2% positive; 3% negative; 95% neutral 2% positive; 3% negative; 95% neutral 1% positive; 3% negative; 96% neutral 12,848 posts 15,389 posts 18,008 posts 19,904 posts 21,375 posts 24,628 posts 22,276 posts 32,667 posts 25,912 posts 34,213 posts 27,319 posts 29,485 posts
  6. 6. Conversation Breakdown Deals/Promotions 91,309 30% Location-based 57,248 19% Miscellaneous 40,889 Shopping Experience 31,429 wellness+ 18,596 14% 10% 6%
  7. 7. Deals/Promotions Post Examples
  8. 8. Location-based Post Examples NOTE: This monitoring quarter, 27% of Location-based posts are check-ins (4,777)
  9. 9. Shopping Experience Example Posts
  10. 10. wellness+ Example Posts
  11. 11. Q4 FINDINGS & OPPORTUNITIES
  12. 12. <ul><li>The volume of conversation continues to increase by more than 10,000 posts per quarter </li></ul><ul><ul><li>This quarter, there was a 12.5% increase in posts over the previous quarter </li></ul></ul><ul><ul><li>91,017 posts this quarter and more than 80,000 posts in Q3 </li></ul></ul><ul><li>There were no major shifts in conversation share during this monitoring quarter, as the top five topics remained the same and accounted for 82% of the total conversation </li></ul><ul><ul><li>Deals/Promotions: 29% </li></ul></ul><ul><ul><li>Location-based: 18% </li></ul></ul><ul><ul><li>Miscellaneous: 16% </li></ul></ul><ul><ul><li>Shopping Experience: 13% </li></ul></ul><ul><ul><li>wellness+: 6% </li></ul></ul>Q4 Findings: Monitoring
  13. 13. <ul><li>Of the key topics, Deals/Promotions continues to have the most share, with nearly 30% in the past three monitoring periods </li></ul><ul><ul><li>The next largest topic, Shopping Experience saw a spike in volume during Month 10’s Valentine’s Day as it reached 16% </li></ul></ul><ul><ul><li>The remaining key topics, wellness+, Pharmacy Services and Associate Satisfaction each make up fewer than 10% share </li></ul></ul><ul><li>Overall conversation about Rite Aid in the social space remains mostly neutral </li></ul><ul><ul><li>The gap between negative and positive sentiment is small (less than 2% difference) </li></ul></ul>Q4 Findings: Monitoring
  14. 14. <ul><li>Nearly half of Rite Aid conversation takes place on Twitter (46%) </li></ul><ul><ul><li>Posts are primarily Location-based and Deals/Promotions </li></ul></ul><ul><li>Blogs make up 29% of overall conversation </li></ul><ul><ul><li>More than half of the conversation on Blogs is about Deals/Promotions (52%) </li></ul></ul><ul><ul><li>Shopping Experience gained 9% of share this monitoring quarter </li></ul></ul><ul><li>Facebook makes up 14% of overall conversation </li></ul><ul><ul><li>Post are primarily Location-based and Shopping Experience </li></ul></ul>Q4 Findings: Monitoring
  15. 15. <ul><li>Drivers of Negative Conversation include: </li></ul><ul><ul><li>Pharmacy Services: 863 mentions </li></ul></ul><ul><ul><ul><li>Gained 25.5% this monitoring quarter, resulting in 33.5% of the total negative conversation </li></ul></ul></ul><ul><ul><ul><li>Contain 15-Minute Guarantee sub-topic (575 negative mentions) </li></ul></ul></ul><ul><ul><li>Shopping Experience: 638 mentions </li></ul></ul><ul><ul><li>General Feedback: 385 mentions </li></ul></ul><ul><ul><li>Associate Satisfaction: 181 mentions </li></ul></ul><ul><ul><li>Miscellaneous: 120 mentions </li></ul></ul>Q4 Findings: Monitoring
  16. 16. <ul><li>Deals/Promotions, wellness+ and +UPs continue to align in sentiment, containing mostly neutral posts (more than 90%) </li></ul><ul><li>Shopping Experience and Associate Satisfaction did not see any major shifts in share of sentiment this monitoring quarter </li></ul><ul><ul><li>Sentiment in these topics tends to shift during holidays </li></ul></ul><ul><li>Pharmacy Services increased in negative sentiment during the last few monitoring periods, due to negative conversation surrounding the 15-Minute Guarantee initiative </li></ul><ul><ul><li>15-Minute Guarantee had 85% negative sentiment </li></ul></ul>Q4 Findings: Monitoring
  17. 17. <ul><li>Facebook and Twitter have seen steady growth in page “likes” and followers </li></ul><ul><ul><li>As of 4/25, Facebook had 21,987 page “likes,” and averaged at 2,071 new page “likes” per week for the monitoring period </li></ul></ul><ul><ul><li>Twitter had 2,893 followers, and averaged at 251 new followers per week for the monitoring period </li></ul></ul><ul><li>The Facebook demographic continues to include a majority of females, ages 25-34 </li></ul><ul><li>Customers primarily use the Facebook page as a customer service resource, detailing in-store experiences </li></ul><ul><ul><li>They also see the page as a source to ask relevant questions and get quick and easy answers (about policies and particular deals) </li></ul></ul><ul><ul><li>Associates have also used the page to answer questions and talk about their work at Rite Aid </li></ul></ul>Q4 Findings: Engagement
  18. 18. <ul><li>Facebook sees the most engagement on posts about: </li></ul><ul><ul><li>General engagement questions </li></ul></ul><ul><ul><li>Deal posts </li></ul></ul><ul><li>Facebook sees the least engagement on posts about: </li></ul><ul><ul><li>Photo offers </li></ul></ul><ul><li>As Twitter growth and engagement continues to increase, followers primarily see it as a customer service resource, tagging Rite Aid in posts about positive or negative in-store experience </li></ul><ul><ul><li>RTs and @replies have increased each monitoring period, and saw a high during M12 with 75 RTs (35 more than last monitoring period) </li></ul></ul>Q4 Findings: Engagement
  19. 19. <ul><li>Facebook consistently drives more traffic to riteaid.com than Twitter </li></ul><ul><ul><li>The most popular link from Facebook is the Circular </li></ul></ul><ul><ul><li>Particular initiatives performed well: Winter Rewards, Heart Health, Resolution Rewards, American Heart Association Heart Guide </li></ul></ul><ul><li>Visitors to riteaid.com from Facebook and Twitter spend nearly a minute more time on site than the site’s average visitor </li></ul><ul><li>Visitors from Facebook and Twitter also have a higher bounce rate than the site’s average </li></ul><ul><ul><li>Bounce rate = % of single-page visits </li></ul></ul><ul><ul><li>Could indicate that visitors found accurate information on entry page and did not need to navigate </li></ul></ul>Q4 Findings: Web Analytics
  20. 20. <ul><li>Based on Q3 opportunities, MARC: </li></ul><ul><ul><li>Created multi-dimensional posts </li></ul></ul><ul><ul><li>Expanded Twitter strategy and content, including first Twitter contest </li></ul></ul><ul><ul><li>Explored Blogger outreach </li></ul></ul><ul><li>Next Opportunities: </li></ul><ul><ul><li>xx </li></ul></ul>Opportunities
  21. 21. Q4 DATA NOTE: Rite Aid Facebook Page data included in separate section
  22. 22. Volume Over Time
  23. 23. Conversation Breakdown vs. Q3 Deals/Promotions Location-based -4% Miscellaneous +3% Shopping Experience +3% wellness+ Thrifty Ice Cream +1% Online Programs/Services   Circular 139 (<1%)   Health & Wellness 144 (<1%)  Photo Services 275 (<1%)   CMN 328 (<1%)  Labor Relations 395 (<1%)  RA Brand/Proprietary Products 471 (<1%)   Social Goodwill 589 (1%)  Careers 643 (1%) -1%  Financial/Stock/Business 806 (1%) -1%  General Feedback 912 (1%)  General Info/411 1,038 (1%) -1% Pharmacy Services Associate Satisfaction 29,081 (29%) 17,714 (18%) 16,495 (16%) 13,980 (13%) 6,433 (6%) 3,777 (4%) 2,712 (3%) 2,011 (2%) 1,565 (2%)
  24. 24. Share of Conversation by Key Topic Deals/Promotions remains steady, as the largest key topic Shopping Experience hit a high, due to Valentine’s Day and deals wellness+, Pharmacy Services and Associate Satisfaction remain steady
  25. 25. Overall Conversation by Channel Twitter -2% Blogs +6% Facebook -3% Comments Forums/Replies -1% 1,533 (2%) Buy/Sell -1% 1,220 (1%) Videos/Images +1% 595 (1%) 42,312 (46%) 26,159 (29%) 12,542 (14%) 6,568 (7%)
  26. 26. Conversation Topics on Twitter NOTE: % is percentage of TOTAL Q4 Twitter posts – Chart shows top five Shopping Experience +3% Miscellaneous +3.5% Thrifty +1% Deals/Promotions -2% Location-based -5% 12,162 (28%) 10,467 (24%) 6,839 (16%) 6,466 (15%) 2,528 (6%)
  27. 27. Conversation Topics on Blogs NOTE: % is percentage of TOTAL Q4 Blog posts – Chart shows top five Shopping Experience +9% wellness+ Miscellaneous +4% Deals/Promotions +1% Online Programs/Services -4% 3,669 (14%) 4,625 (18%) 4,842 (18.5%) 13,719 (52%) 1,795 (7%)
  28. 28. Conversation Topics on Facebook NOTE: % is percentage of TOTAL Q4 Facebook posts – Chart shows top five Miscellaneous +4% Deals/Promotions +3% Shopping Experience Associate Satisfaction Location-based -7% 1,883 (15%) 1,097 (9%) 3,155 (25%) 2,104 (17%) 2,257 (18%)
  29. 29. Overall Conversation Sentiment Over Time
  30. 30. Negative Conversation by Topic NOTE: % is percentage of TOTAL Q4 negative conversation – Chart shows top five Total Negative Conversation: 2,576 Shopping Experience -6% Pharmacy Services +25.5% General Feedback +4% Associate Satisfaction -4.5% Miscellaneous -12% 863 (33.5%) 638 (25%) 385 (15%) 181 (7%) 120 (4%)
  31. 31. Deals/Promotions Sentiment Over Time Deals/Promotions conversation continues to contain mostly neutral posts, as bloggers list popular deals
  32. 32. wellness+ Sentiment Over Time Conversation about wellness+ aligns with Deals/Promotions, as bloggers talk about using the wellness+ card and +UPs for deal purchases
  33. 33. Shopping Experience Sentiment Over Time Shopping Experience remains mostly neutral, while positive and negative sentiment begin to decrease
  34. 34. Associate Satisfaction Sentiment Over Time Associate Satisfaction contains a small volume and emphasizes any shift Sentiment is slowly becoming polarized
  35. 35. Pharmacy Services Sentiment Over Time Pharmacy Services contains a small volume and emphasizes any shift Negative sentiment increased due to 15-Minute Guarantee
  36. 36. 15-Minute Guarantee Sentiment Neutral Negative Positive 575 (85%) 73 (11%) 26 (4%)
  37. 37. Q4 ENGAGEMENT HIGHLIGHTS
  38. 38. Facebook and Twitter Growth Since launch
  39. 39. Facebook Demographic Shift August 2 April 23 Since launch
  40. 40. Q4 ALERTS AND ISSUES MANAGEMENT SUMMARY
  41. 41. <ul><li>Labor Relations: MARC monitored union-related issues, including Day of Actions, strikes and contact negotiations </li></ul><ul><li>+UP limits: MARC monitored conversation on the RA Facebook page and elsewhere in the social space </li></ul><ul><ul><li>Worked with the RA team to find a solution and response </li></ul></ul><ul><ul><li>Created opportunity to reevaluate protocol for big issues </li></ul></ul><ul><li>15-Minute Guarantee: MARC implemented a high-alert monitoring process for the issue </li></ul><ul><ul><li>To date, MARC has sent ## alert emails, including ## posts </li></ul></ul><ul><li>Other issues and resolutions </li></ul><ul><ul><li>Pharmacy and customer service experiences </li></ul></ul>Major Alert Issues
  42. 42. APPENDIX: MONTH 12 DATA NOTE: Rite Aid Facebook page data included in separate section
  43. 43. Volume Over Time
  44. 44. Average Posts Per Day
  45. 45. Breakdown by Topic Not in chart: <1% Careers: 161 -1% Financial/Stock/Business: 160 -1% General Info/411: 155 -1% Photo Services: 71 RA Brand/Proprietary: 70 Circular: 47 Health & Wellness: 29 No major shift in conversation share 9,254 (29%) Deals/Promotions 5,196 (16%) Miscellaneous +3% 6,523 (20%) Location-based -1% 4,086 (13%) Shopping Experience 1,935 (6%) wellness+ -1% 1,444 (4%) Thrifty Ice Cream 957 (3%) Online Programs/Services 578 (2%) Labor Relations +1% 587 (2%) Pharmacy Services -1% 456 (1%) Associate Satisfaction -1% 235 (1%) General Feedback 216 (1%) CMN +1% 194 (1%) Social Goodwill +2%
  46. 46. Overall Sentiment Negative 747 (3%) Positive 394 (1%) -1% Neutral 28,344 (96%) +1% No major shift in sentiment share
  47. 47. wellness+ Sub-topics Not in chart: points accrual (5), Quest screening (1), 24/7 pharm chat, associate knowledge, advertising +UPs remain the largest sub-topic and lost 5% share +UPs -5% 1,670 (84%) miscellaneous +4% 187 (9%) 20% off discount 71 (4%) 10% off discount +1% 33 (2%) benefits 11 (1%)
  48. 48. Pharmacy Services Sentiment NOTE: Small volume of conversation Positive 24 (4%) +2% Neutral 310 (53%) +11% Negative 252 (43%) -13% Negative sentiment lost 13% share, due to decreased polarized conversation about the 15-Minute Guarantee
  49. 49. Pharmacy Services Sub-topics 15-Minute Guarantee lost 10% share, due to decreased conversation about the sub-topic pharmacy experience +10% flu shot -2% 2 (<1%) rx transfer, $25 gc +1% 4 (1%) text/mobile refill +1% 4 (1%) 15-minute guarantee -10% 339 (56%) 259 (42%) Not in chart: med advice/consult (0)
  50. 50. 15-Minute Guarantee Sentiment NOTE: 15-Minute Guarantee is a sub-topic of Pharmacy Services Negative sentiment lost 24% share, as negative posts about the initiative decrease Neutral 55 (8%) +4% Negative 184 (71%) -24% Positive 20 (21%) +20%
  51. 51. Deals/Promotions, wellness+, +UP Trends Deals/Promotions , wellness+ , +UPs ADD DEAL SPIKES!!
  52. 52. APPENDIX: MONTH 12 ENGAGMENT DATA
  53. 53. <ul><li>Once again, the Rite Aid Facebook page saw a significant increase in growth </li></ul><ul><ul><li>Average of 2,071 Facebook page “likes” per week (1,239 more customers per week than last period) </li></ul></ul><ul><li>Twitter growth also increased at 251 new followers per week (177 more followers per week than last period) </li></ul><ul><li>This period, the wall saw 383 posts and 833 comments, an increase by 2 posts and a decrease by 476 comments </li></ul><ul><ul><li>During the week, the most engagement happened at noon, 5 p.m. and 3 p.m.* </li></ul></ul><ul><ul><li>Engagement spiked on weekends at noon and 10 p.m. </li></ul></ul>Engagement Overview
  54. 54. Facebook and Twitter Growth <ul><li>Average Fan Increase Weeks 3/28 – 4/25: </li></ul><ul><li>Facebook: 2,071 new page “likes” per week </li></ul><ul><li>Twitter: 251 new followers per week </li></ul>(Numbers are cumulative each week) Week of 3/28/11 Week of 4/4/11 Week of 4/11/11 Week of 4/18/11 Week ending 4/25/11 FACEBOOK Number of Page Likes (as of Mon.) 15,347 16,862 18,444 19,531 21,987 TWITTER Number of Followers (as of Mon.) 2,176 2,239 2,318 2,801 2,893
  55. 55. Facebook Page Like Growth 4/20: 895 new “likes:” AHA campaign was promoted in the wellness+ email 4/7: 788 “likes:” AHA pages Go Red for Women (202,284 “likes”) and Start! Walking Program (99,576 “likes”) both posted about the RA Facebook promotion 4/12: 147 new “likes:” AHA Banner was added to Rite Aid Website
  56. 56. Facebook New Likes vs. Unlikes 3/1/11 – 3/31/11 23 “Unlikes” 18 “Unlikes” 4/20: 895 new “likes:” AHA campaign was promoted in the wellness+ email 4/7: 788 “likes:” AHA pages Go Red for Women (202,284 “likes) and Start! Walking Program (99,576 “likes”) both posted about the RA Facebook promotion
  57. 57. <ul><li>Wall posts averaged 9 Comments and 27 “Likes” per post </li></ul><ul><ul><li>Last period, wall posts averaged 10 Comments and 12 “Likes” per post </li></ul></ul><ul><li>The highest interaction was received for the following posts: </li></ul><ul><ul><li>4/18 post asking how people will use their tax refund: </li></ul></ul><ul><ul><ul><li>62 comments, 11“likes” (19,874 Impressions) </li></ul></ul></ul><ul><ul><li>4/20 wellness+ Wednesday post about +UP limits: </li></ul></ul><ul><ul><ul><li>27 comments, 68 “likes” (18,596 Impressions) </li></ul></ul></ul><ul><ul><li>4/7 post about World Health Day: </li></ul></ul><ul><ul><ul><li>26 comments, 17 “likes” (15,840 Impressions) </li></ul></ul></ul><ul><ul><li>3/30 post asking what beauty product people would take if they were stranded on an island : </li></ul></ul><ul><ul><ul><li>21 comments, 9 “likes” (11,742 Impressions) </li></ul></ul></ul><ul><ul><li>4/18 post about the American Heart Association promotion: </li></ul></ul><ul><ul><ul><li>2 comments, 335 “likes” (13,011 Impressions) </li></ul></ul></ul>Facebook Conversation Summary NOTE: Impressions is the raw number of times the story has been seen on the wall and in the news feed of fans
  58. 58. <ul><li>Posts with improved conversation : </li></ul><ul><ul><li>Front-end deals (Average of 6 comments and 10 “likes”) </li></ul></ul><ul><ul><ul><li>An increase of 4 comments and 6 “likes” after making the posts more engaging with related questions </li></ul></ul></ul><ul><ul><li>Pharmacist Sarah (Average of 3 comments and 14 “likes”) </li></ul></ul><ul><ul><ul><li>An increase of 2 comments and 7 “likes” after introducing her to our Facebook community </li></ul></ul></ul><ul><li>Posts generating minimal conversation: </li></ul><ul><ul><li>Photo Offers (Average of 7 comments and 2 “likes”) </li></ul></ul><ul><ul><li>Of the six geo-targeted posts that went out this period, only 3 “likes” and 2 comments were received </li></ul></ul>Facebook Conversation Summary
  59. 59. Sample Facebook Dialogue Example of cross-promotion on the CMN Hospital Facebook page Post about the AHA promotion: 2 comments, 335 “likes”
  60. 60. Sample Facebook Dialogue Post about the mother who gave birth in a Rite Aid parking lot: 13 comments, 29 “likes” Post introducing Pharmacist Sarah: 5 comments, 29 “likes” Wellness Post about the benefits of almonds: 10 comments, 32 “likes”
  61. 61. <ul><li>This period, there was a total of 518 tweets that tagged @riteaid </li></ul><ul><ul><li>The total amount of followers reached through these tweets was 318,480 </li></ul></ul><ul><li>On 4/18, MARC hosted Rite Aid’s first Twitter contest </li></ul><ul><ul><li>“ Tell us your favorite thing to include in an Easter basket” </li></ul></ul><ul><ul><li>The week of the contest, there was an increase of 443 followers </li></ul></ul><ul><ul><li>A total of 234 people participated in the contest </li></ul></ul><ul><li>Nearly 75 Rite Aid tweets were retweeted this period (topics ranged from CMN Hospitals and AHA promotion, Easter contest and wellness+) </li></ul><ul><ul><li>There were 35 more retweets this period compared to last </li></ul></ul><ul><ul><li>There was an additional 74,780 followers reached through these retweets </li></ul></ul><ul><li>Customers tweet @riteaid to: </li></ul><ul><ul><li>Share personal shopping, transaction and pharmacy experiences </li></ul></ul><ul><ul><li>Coupon moms tagging Rite Aid to their deal blogs </li></ul></ul><ul><ul><li>Individuals participating in the Easter contest </li></ul></ul><ul><li>The majority of negative tweets were related to pharmacy complaints and shopping experiences including low stock or long lines </li></ul>Twitter Conversation Summary
  62. 62. Sample Twitter Dialogue Music group, Burham (47,028 followers), tweeted about the CMN Hospital promotion – resulting in 24 RTs
  63. 63. APPENDIX: MONTH 12 WEB ANALYTICS
  64. 64. <ul><li>Total visitors to riteaid.com through Facebook and Twitter: </li></ul><ul><ul><li>Facebook: 1,331 visits </li></ul></ul><ul><ul><ul><li>Facebook drove 13x more traffic than Twitter (M11: 15x) </li></ul></ul></ul><ul><ul><li>Twitter: 172 visits </li></ul></ul><ul><li>Visitors from Facebook and Twitter stayed nearly one minute longer of the site than the site average (3:13 vs. 2:58) </li></ul><ul><ul><li>M11 time on site: 4:51 </li></ul></ul><ul><li>FB/T visitors have an 18% higher bounce rate than the site average (39.45% vs. 21.21%) </li></ul><ul><ul><li>M10 bounce rate: 33.75% </li></ul></ul>Web Analytics NOTE: Bounce rate= % of single-page visits
  65. 65. <ul><li>Top clickthroughs by volume </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><ul><li>Circular – 975 visits </li></ul></ul></ul><ul><ul><ul><li>wellness+ – 193 visits </li></ul></ul></ul><ul><ul><ul><ul><li>Nearly 100 more visits than last monitoring period </li></ul></ul></ul></ul><ul><ul><ul><li>Homepage – 52 visits </li></ul></ul></ul><ul><ul><ul><li>Photo – 41 visits </li></ul></ul></ul><ul><ul><ul><li>Heart Health – 25 visits </li></ul></ul></ul><ul><ul><ul><ul><li>New to top links </li></ul></ul></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><ul><li>Circular – 100 visits </li></ul></ul></ul><ul><ul><ul><ul><li>Nearly double from last monitoring period </li></ul></ul></ul></ul><ul><ul><ul><li>wellness+ – 34 visits </li></ul></ul></ul><ul><ul><ul><li>Homepage – 23 visits </li></ul></ul></ul>Web Analytics: Top Links
  66. 66. Web Analytics: Facebook
  67. 67. Web Analytics: Twitter
  68. 68. <ul><li>Facebook generated 35 wellness+ signups during this monitoring period </li></ul><ul><ul><li>wellness+ link had 34 completed signups from 193 visits (17.62%) </li></ul></ul><ul><ul><li>Heart Health link had 1 signup from 25 visits (4%) </li></ul></ul><ul><li>Twitter generated zero wellness+ signups </li></ul>Web Analytics: wellness+ Signups
  69. 69. APPENDIX: MONTH 12 FACEBOOK & TWITTER POSTS

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