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2015 Social Media Preview: Black Friday & Cyber Monday

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2015 Social Media Preview: Black Friday & Cyber Monday

Published in: Social Media

2015 Social Media Preview: Black Friday & Cyber Monday

  1. 1. 2015 Social Media Preview BLACK FRIDAY & CYBER MONDAY
  2. 2. TOTAL POST VOLUME Mentions of Black Friday from October 1st to Nov 2nd, 2015 225,796 0 10,000 20,000 30,000 40,000 01/10 08/10 15/10 22/10 29/10 2015 2014 <11% less mentions compared to 2014
  3. 3. LEADING BRANDS • Mentions of REI’s decision to close its stores on Black Friday. • Increase of 6557% • #OptOutside was used in 36K of tweets. 67K 5K -35% 4K -64% 3K +132%
  4. 4. KEY TOPICS OF CONVERSATION 67K REI’s decision to close its stores during Black Friday. Although shoppers were looking forward its sales, significant number of mentions are positive towards this close. Mentions of Cyber Monday as the way to shop during this Holiday season. Over 53% of these mentions revealed that people may opt for a click of a button rather than standing in lines. Thanksgiving related conversations, including planning to spend shop early & enjoy family time later. 20K 15K
  5. 5. SENTIMENT Positive sentiment was driven by: Positive Negative Mixed • People excited about sales during Black Friday. • More family time after rumours of more stores closing on Black Friday. • People getting excited about Cyber Monday.
  6. 6. TOP HASHTAGS 36K#OptOutside #Black Friday #REI 24K 2K
  7. 7. MEDIA CHANNELS • 19% increase on Twitter since 2014 • Most tweeted topic: “REI will close its stores on Black Friday” • 1.1B impressions on Twitter in relation to Black Friday17 32 1.6K 2K 3K 14K 24K 180K Videos Images News Comments Blogs Facebook Forums & Replies Twitter
  8. 8. TOP PRODUCT MENTIONS • 15% mentions of Footwear. Nike, Uggs, and Kanye West sneakers led the conversation.5K 5.8K 6K Clothing TVs Footwear • TVs and clothing sales were also mentioned, mainly on Twitter and Forum sites. • Most mentioned among electronics: xBox, 3K mentions and iPads, 1,1K mentions

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